How can The Body Shop Indonesia better engage the new millennial generation?
A project carried out on the Master in Management Program, under the supervision of:
Catherine da Silveira
A Work Project, presented as part of the requirements for the Award of a Master
Degree in Management from the NOVA
–
School of Business and Economics.
Lena Céline Kemna
–
24797
1. January 2017
Lena Kemna, 2017 2
I. Pre-
recruiting Questionnaires………
Page 1
II. Interview Guide………
Page 2
III. Sample overview………
Page 3
TBSI millennial customers
• Are you aged between 15 and 25? [] NO, [] YES (If NO stop, if YES continue)
• Have you purchased and used a product from TBSI at least once in the last 12 months? [] NO, [] YES (If NO stop, if YES continue) • Do you work at TBSI or are related to someone who works at TBSI? (if YES stop, if NO continue with interview)
Complementary focus group
• Are you aged between 15 and 25? [] NO, [] YES (If NO stop, if YES continue)
Lena Kemna, 2017
General Opening
Good morning/afternoon, my name is Lena and I am doing a research project for The Body Shop Indonesia. Thanks for helping me!
For this research, I am using a specific technique: semi-structured interview. It means that I will not ask you specific questions about the subject. Feel free to tell me whatever comes to your mind and please keep in mind there is no right or wrong answer and every detail may be important for us. If youdon’tmind, I will record the interview butdon’tworry, all the data is confidential and for our own analysis only. This interview will last approximately 45min. Please do not hesitate to add whatever you want to say, there is no right or wrong.
*Note: In the interviews, the same topics are developed across all interviews. The formulations of questions vary however in that they take a different perspective on the target (i.e. themanagers’, thestaffs’or millennials own perspective). Furthermore, as the interviews are conducted with the technique of semi-structured qualitative in-depth interviews, the interviewees are given room to come up with and develop topics which they deem relevant.
WARM-UP
Can you please tell me about the last time you visited a body shop store (offline or online) in Indonesia? When was it? What was the reason of your visit?
PURCHASE BEHAVIOR OF BEAUTY PRODUCTS
Shopping & choosing behaviour (gift, solve problem, who buys for them, discounts, which channel,…); Benefits sought; Preferred Store experience; Approximate budget for beauty products; Prescriptions? ; Digital (General usage behaviour (ad aversion, ad block); Usage for beauty & skin care (which brands do you follow, which apps, what do you like/don´t like); Which sites do you follow? (Celebrities/Bloggers/Vloggers/brands/…) Why?); Channels; E-commerce: “which brand do you know that has a cool online shop?”; Importance & needs; Design, perceived quality; TBSI experience; Reviews and trust?
CONSUMPTION BEHAVIOR OF BEAUTY PRODUCTS
Definition of beauty; Definition of high quality product; Product and Brands currently consumed/Used (objective to understand the Competition of TBS); Trends (e.g. Beauty sample subscription boxes; Relevance of Halal); Sustainability & natural (General understanding & personal relevance; for beauty & skin care)
IMAGE, PERCEPTION AND PURCHASE OF TBS PRODUCTS:
Brand awareness; Brand preference & image (including price); Perception of TBSI (General: awareness, image, knowledge; Projective Technique: If TBSI was a person, what kind of person would it be? How would he/she spend their day? Which clothes would he/she wear? What would the friends say about him/her?, If (top of mind competitor) was a person…); Anything the interviewee would like to mention that has not yet come up.
RESPONDENT PROFILE (only if it has not come up yet and if it is relevant for the sample) Age; Gender (do not ask); Family / number of people in the household / lives with parents/ lives with husband; Level of education; Profession
Technique
Sample characteristics
Manager interviews • n = 7
• Departments:
• Public Relations
• Strategy (including CSR & Sustainability) • Digital & E-commerce
• Marketing • Finance • Supply Chain • Store Operations
Millennial customers • n = 31
• Aged 17-25, average of 22 • female (25), male (6)
• Number of people in the household (between 2 and 7, average 3)
• Most respondents live with their parents (28), while few are married and live with their partner (3) • Level of education: High School (8), Bachelors Degree (22), Masters Degree (2)
Complementary focus group • n = 9, female • Aged 18-25
Store staff interviews • n = 8
• In four stores in Jakarta • Conducted with a translator
Lena Kemna, 2017
Figure 1A: Notes collected during Complimentary Focus Group, WP author, 2016
Communication
Social media channels most commonly mentioned by respondents : Instagram, Path, YouTube and Snap Chat as well as, to a lesser extent Facebook and twitter. Brands are generally not actively sought through social media, and respondents follow few or none brands. However, blogs and vlogs which talk about brans on a personal level are enjoyed by many respondents.
Trend I: Mixing Indonesian & international
• Language: English headlines, Indonesian content.
• Models: About 50% Indonesian, 50% international. Most models have white skin (especially male), while there are trends of diverse ethnicities & skin colours (especially in high-fashion magazineHarper’sBazaar).
Trend II: Beauty
• Advertorials & content are up to 50% beauty & skin care
• Almost all advertising is about beauty, mainly whitening and anti-aging • Almost exclusively large, international brands
Trend III: Fashion
• Minimalism, Mix & Match, bold, edgy, hijab styles
Trend IV: Green & Social
Recycling and sustainability in fashion, green lifestyles, volunteering Trend V: Travelling
Idealised or aspirational usage, connecting brands to it (advertorials)
Trend VI: Female empowerment
Topics: Feminism, artists and role models breaking stereotypes, encouraging young women to independently decide about their lifestyles and fashion
Trend VII: Local pride
Topics: Celebrating local designers, fusion of Indonesian & international fashion, local products, celebrities showing local pride
Trend VIII: Modern Muslima
Topics: Hijab fashion, modest wear fashion, beauty tutorials Besides digital communication, a group of respondents indicated
that they frequently read magazines. Therefore, the five magazines most commonly mentioned were analysed:
Lena Kemna, 2017
“I like to try new product lines when they come out, especially with the discounts” –Female, 21, student “I love the smell! I keep it with me all day!” –Female,
24, judge
“They are a bit more expensive, but also last very long” –Female, 18, student
“The tea tree line really works for me” – Female, 21, student
“You can find them in most places [malls]” –Female, 24, freelancer “They are very nice and smell so good” –Female, 23, student
“They are a bit boring so I think they could really improve their shops. Like, imagine they were really edgy? I would love that!” –Male, 25, freelancer
Products
Stores
“They have nice stores”–Female, 23, student
“I like the smell, and their products last long” –Male, 25, freelancer
“I use their make up” –Female, 19, student
“I like that it’s a brand that actually cares about people” –Female, 21, student
“They’re green so I know they are good for me” –Female, 20, student
