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Ananas

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- Young people, aged 18-35.

- Active people who are in one of the most active and passionate stages of their lives.

- Trends and preferences: Ananas' customers demand products that align with their values, such as sustainability and being different from others.

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Ananas target to the youth segment with active lifestyles

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Ananas applying recycled solutions in their products 

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Biti’s, a long-established Vietnamese footwear brand, targets a diverse customer base with the following segments:

1. Youth (Millennials & Gen Z)

This is Biti’s core target group, especially with their Biti’s Hunter line.

Focused on active, fashion-conscious young people who are constantly on the move.

High-profile marketing campaigns like “Đi để trở về”, featuring popular influencers such as Sơn Tùng M-TP and Soobin Hoàng Sơn, help the brand resonate strongly with this demographic.

2. Students

Biti’s offers affordable, durable products like sneakers, sandals, and school shoes, which are well-suited for students.

The brand's focus on comfort and style appeals to this segment, which values both practicality and fashion.

3. Families & Middle-Aged Customers

Biti’s traditional footwear lines, such as slippers, sandals, and formal shoes, cater to middle-aged customers and families.

The brand emphasizes quality, comfort, and durability, meeting the everyday needs of this segment.

4. Environmentally-Conscious Customers

Biti’s has also been targeting customers who prioritize domestic products and sustainability.

The brand’s recent launches of shoes made from recycled materials cater to environmentally-conscious consumers.

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Ananas Football (on going project) was first introduced in summer 2024 focusing on offering products for the young sporty football lovers

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Anna - Thương hiệu kính mặt của sự tử tế

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Anna Glasses, officially known as Anna Glasses, is a Vietnamese eyewear brand founded in 2015 by Linh Chill and Tun Pham - 2 famous KOLs on social media platforms in Vietnam. The company provides a wide range of eyewear products, including frames, lenses, sunglasses and contact lenses, meeting various needs of customers.

Target customer segment:

- The brand emphasizes that eyewear is not only a tool to support vision but also a fashion accessory that enhances personal style.

- Anna Glasses mainly targets young consumers, those of the Gen Z generation, especially those aged 18 to 35. People such as students, office workers, etc.

- The brand provides quality products at prices for people with incomes from 2,000,000 to 15,000,000 VND/month.

- Anna Glasses has more than 30 stores nationwide To attract the target audience, Anna Glasses maintains an active online presence on platforms such as Facebook, Instagram and TikTok. Anna Glasses has collaborated with many KOLs to reach more customers and at the same time created events, sponsored programs to promote the brand.

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Women Interested in Natural Beauty (20-40 years old)

• Women who prefer skincare with natural ingredients, avoiding harsh chemicals.

• Likely to research product ingredients and benefits before purchasing.

• Often engaged in self-care routines and wellness trends.

Eco-conscious & Ethical Consumers (18-35 years old)

• Individuals who prioritize sustainable living and prefer brands that align with their values.

• Likely to be well-informed about environmental issues, ethical consumerism, and the impact of beauty products on nature.

• Often follow sustainability trends, shop with reusable packaging in mind, and support zero-waste initiatives.

Young Professionals & Students (18-30 years old, budget-conscious consumers)

• University students and young professionals looking for affordable but effective skincare.

• Active on social media, influenced by beauty trends on TikTok, Instagram, and YouTube.

• May not fully commit to eco-friendly choices but are open to trying ethical beauty products.

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Artemis Pastry is a premium pastry brand in Vietnam, specializing in high-quality European-style cakes and desserts.

Customer Segments:

1. High-end and middle-class customers: Looking for quality cakes for special occasions like birthdays, holidays.

2. Dessert enthusiasts: Enjoy new, uniquely designed pastry products.

3. Event organizers: Need cakes for weddings, birthdays, and conferences.

4. Custom cake customers: Request cakes tailored to specific needs for important events.

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Vegan and Vegetarian Customers:

People who do not consume animal products or are looking for a plant-based milk alternative. Oat milk is a great option for them because it is completely plant-based and does not contain animal milk.

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Customers with Digestive Issues:

Oatside Milk may appeal to those who are lactose intolerant or allergic to cow’s milk. Oat milk is lactose-free, making it a safe alternative for those who cannot drink cow’s milk.

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Healthy Lifestyle and Wellness-Focused Customers:

Oatside Milk is a popular choice among those interested in a healthy, low-fat, high-fiber diet. It is an attractive alternative for those looking to reduce calories, cholesterol, or are on a diet.

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Younger Consumers (Gen Z and Millennials):

Younger consumer groups, especially Gen Z and Millennials, are very interested in plant-based food options and health and wellness products. They tend to favor innovative, convenient, and environmentally friendly products.

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Customers looking for a milk alternative in drinks and foods:

People who use milk in coffee, smoothies, or dishes like cakes can choose Oatside Milk because it fits well in a variety of recipes, especially when they want a mild flavor that doesn't change too much from regular milk.

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Cocoon Vietnam is a famous pure vegetarian cosmetic brand, born in 2013 and many people know about benign natural products. So that the target customers they target include:

1. Age and gender

This is the main customer group of Cocoon, especially the Z and Millennials genes. This is the age that are interested in beauty, love vegetarian products and have a sense of environmental protection

Age from 18-24

Have a medium income from less than 5,000,000-10,000,000 VND/month and need to shop for cosmetics at mid-range price

Focus on young people and gather in college, university and college education groups..

They have access to information and knowledgeable about cosmetic trends, especially perceptionsThe importance of environmental protection.

3. Geographic

Cocoon's customer segment is mostly female, residing in urban areas in the top 4 big cities (Ho Chi Minh City, Hanoi, Da Nang, Hai Phong).

4. People with a green lifestyle, vegan:

Customers prioritize products that do not contain animal ingredients, do not test on animals and environmentally friendly packaging.

5. Consumers are interested in safe cosmetics:

This group of customers often look for cosmetics without toxic chemicals, no parabens, sulfate or silicone.

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Target Customer Segments of Artemis Pastry

1. Main Segments

Age: 22 - 35 years old

Location: Hanoi (especially the city center)

Income Level: Upper middle-class and above

Lifestyle: Interested in high-end culinary experiences, passionate about art and elegance

2. Consumer Behavior

Online Shopping: Frequently orders cakes through the website, Instagram, and Facebook

Quality & Health Priority: Prefers low-sugar cakes made with natural ingredients

Aesthetic Appreciation: Values beautifully designed and luxurious cakes

Experience Sharing: Often takes photos and writes reviews on social media

Artemis Pastry focuses on:

Urban Youth: Individuals who appreciate a refined lifestyle and are willing to pay for premium experiences

Office Workers & Business Professionals: Those with stable incomes who often purchase cakes for special occasions or as gifts

Couples & Young Families: Looking for elegantly designed cakes for birthdays and anniversaries

Health-Conscious Consumers: Prefer products with natural ingredients and reduced sugar

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COMPANY: LỊM DONUT

Overview: From 2023-12-07, Lịm Donut is a premium artisanal donut brand that brings a modern twist to traditional flavors, offering a delightful fusion of taste, aesthetics, and quality. With a focus on handcrafted, high-quality ingredients, Lịm Donut creates unique and visually appealing donuts that cater to a wide range of customers, from casual dessert lovers to gourmet food enthusiasts.

Industry: Food & Beverage

Product: Lịm Donut specializes in handcrafted, premium donuts with a fusion of classic and Vietnamese-inspired flavors, catering to a wide range of tastes. Not only that, Lim Donut changes its menu monthly, helping customers have many interesting experiences.

Social: Facebook, Instagram, Threads, Tiktok

TARGET CUSTOMER

Demographics

Age: GenZ who frequently update news on social platforms, especially Tiktok and Instagram, where this brand focuses on selling the products online. Moreover, GenZ wants to experience new flavors as well as messages the brand conveys.

Gender: Female making up the majority of the Donuts market, prefer visually appealing products, low-calorie options, or those with unique concepts.

Income: affordable prices, easily accessible to any kind of income

Psychology

People who tend to seek comfort and relaxation when consuming, which is reflected in their choice of products like Donut as a reward or follow a trend.

They are willing to wait for a long time to experience new products and share them on social media.

Easily affected by KOL, KOC and try to catch up with a trend.

Fear of not keeping up with the trend ( FOMO)

Behaviour

Active in the social flatforms: Instagram, Tiktok, Facebook,... They are affected by the review from the influencers on the Internet.

Are attracted by the colorful, attractive foods and likely to experience the new food.

Passionate in check-in, curious and fomo about digital trends.

Have a tendency to buy foods in digital flatforms.

Motivations & Barriers

Motivations

Buy donuts to treat themselves, find comfort, or satisfy sweet cravings, like enjoying one as a mid-day snack or dessert

Donuts are popular for group events or social gatherings, such as buying a box for office meetings or parties

Customers are drawn to colorful, attractive donuts that look good on social media, motivating them to post photos online (Instagramholic, for example=))))

They love trying new, seasonal, or limited-edition flavors, especially when linked to holidays or influencer collaborations

Donuts are convenient grab-and-go snacks for busy urban lifestyles

Barriers

More and more people are trying eat healthier, they may avoid donuts because it’s high in calories

Lịm Donuts are priced higher than those at local bakeries and other donut shops, which can be a problem for students or people on a budget