Final-term exam

Lecture: Ms. Ly Dan Thanh

Team: Enchatic
Part 1: Introduction
Part 2: Mission & Vision
Part 3: SWOT
Part 4: Brand Element
Part 5: Brand Image
Part 6: POD & POP
Part 7: 6 Brand Building Block
Part 8: IMC
INTRODUCTION
For a long time, scented candles were known as
elegant products. It creates a feeling of relaxation and
comfort for people, bringing the ideal living space and
feeling peaceful when you return home. Besides, scented
candles are also used a lot in luxury restaurants, in
important parties and ceremonies, because of the fanciful
shimmer that it brings. Not only that, at temples and
pagodas, scented candles also contribute to making the
space more sacred and solemn. Because of the meanings
and uses that it brings, scented candles have become a
favorite product.
 INTRODUCTION

Witch's Castle is a brand of high-end scented

candles and essential oils, the owner of an intense
and seductive scent extracted from natural
ingredients such as rose, ylang-ylang, fragrance, …
Bring your home both warm from the candles and full
of romance from the intense scent of essential oils.
MISSION
Witch’s Castle is committed to
bringing high quality scented
candles and safe materials for
the human’s health with our
respect and responsibility.
VISION
Aims to become a highly
respected, and one of the best
scented candle making
companies in the country. Our
long-term vision is to be the
most respected, and the best
scented candle making company
in the world.
 Strength Weakness
Staff: Abundant and experienced Not diverse in products.
human resources. The high price of products
Inexpensive Material supply may limit the kind of
Location: The fronts of the shop customers.
at districts 1, 3, 5. Location in the
city center, making it easy for
customers to come to experience
scents and choose products.
 Opportunity
The trend of using candles is
growing and loved by its uses and
meanings.
A lot of potential to develop more
scented candle categories.
Threat
Witch’s Castle is a new business so
inexperienced.
The brand don’t have potential
customers yet.
Many competitors in the Market.
The products that are easy to
imitated.
Brand's Name: WITCH'S CASTLE
1. Memorability.
The Brand’s name is extremely memorable and easy to
pronounce with short 3 syllables and written in a simple
grammatical structure.
It can be recalled and recognized immediately in the customers'
mind.
Brand's Name: WITCH'S CASTLE
2. Meaningfulness.
Brand’s Name: WITCH’S CASTLE
Witch means “phù thủy” but there is also another meaning “làm mê
hoặc, quyế n rũ ”. The Witch is associated with the image of making
magic, just as this brand has created candle products with seductive,
enchanting fragrances.
The castle is where the witch lives and where scents are made.
Besides, the castle represents your home. The castle is always lit with
candles and the scent will always spread in your own house.
-> Witch’s Castle: A place where you can enjoy an enchanting space,
captivated by the fragrance spread from the candles.
 Brand's Name: WITCH'S CASTLE
3. Likability
5. Adaptability.
The Brand name makes people
In the future, Witch's Castle may
interested and curious.
have to update our brand’s name in
order to adapt and be flexible to
4. Transferability.
changes in consumer values and
The name "Witch's Castle" makes
customer needs.
it difficult for customers to
associate candle products. But
6. Protectability.
that help for us is not limited to
Legally protected worldwide.
products. We can supply and sell
some other related items such as
essential oils, aroma bags,...
Logo
 Logo:

1. Memorability:
The Images associated with the brand name, easy to associate.

2. Meaningfulness
Castle represents the place where witches live, where the fragrance is
made. It also symbolizes your own home where you always feel most
comfortable.
Besides, Fire symbolizes the burning of the scented candle, the spread of its
fragrance.
-> When we combine 2 of these symbols, we have The castle is on fire: Visualize
a candle burning brightly in the dark in a strong way.
Logo:

2. Meaningfulness
Moreover We use a straight font, with little bending. How luxury, and
magic matches the concept of the product.
Color: The main colors in the brand’s logo are orange and black
+ Orange represents fire, bringing warmth. Orange increases
creativity, creating your own seductive scent.
+ Black is the color of luxury and nobility. Symbolizing the seductive,
mysterious fragrance of scented candles.
 Slogan: "Bring The Bewitched Scent To Your Castle"
1. Memorability.
Short and complete message, easy to remember.

2. Meaningfulness.
Bring the bewitched scent to your castle.
Bewitched is a adjective based on the “Witch”, it means like “enchanting”.
Your castle may be your home, your workplace or where you use our scent
candle products.
-> Witch’s Castle will bring to your place a bewitched scent and make you feel
like you’re living in your own castle. It clearly transfers our message and our
mission.
Slogan: "Bring The Bewitched Scent To Your Castle"

5. Adaptability.
3. Likability In the future, Witch's Castle
The feelings of luxury. may have to update our
slogan in order to adapt
4. Transferability. and be flexible to changes
Have the ability to associate in consumer values and
with your brand's products. customer needs.

6. Protectability.
Legally protected
worldwide.
Strength
The brand awareness is clear, easy to recognize and
recall for customers.

Luxury design: Can be given as a present, or home

decoration.

Witch's Castle is a brand new candle in the market, with

young investors. Therefore, Witch' Castle can quickly
grasp the current trends in candles or scents. Not only
that, but they also understand customers' minds, when the
ingredients are 100% natural and good for health.
Strength
The brand has its own orientation, towards products with bewitch scents such
as the scent of Rose, Ocean Mist, Fig and Pear, Ylang Ylang,.

An eco-friendly brand:
Use paper packaging
The candle material is made from nature wax, safe for health such as beeswax.
which has the effect of purifying the air, soya wax is environmentally friendly,
recyclable, maintaining a long burning time
Use wooden wicks, environmentally friendly, and safe for users. Beside that, the
percentage of attar is increased, making the scent diffusing better.
 Witch's Castle always understands the market and customers'
thoughts, so We will constantly innovate the image with many new products
to reponse the demands of consumers. Besides, Witch’s Castle is an
environmentally friendly brand, with all non-harmful production materials, so
it will be popular with the consumers.
Uniqueness
The image of the witch making scented
candles in the castle is a pretty unique image
that resonates with consumers, making them
feel the magic hidden in each product of
Witch' Castle.
When using the product, customers will have
a pleasant feeling when thinking of the candle
in their own room made by a witch
POD
Having its own brand orientation. Only focus on producing seductive scent lines.
Having its own customer segment (mainly people with stable income, age 25-35)
Special caring to the safety of consumers such as: using natural, environmentally
friendly materials.
Focusing on the spread of the scent: the essential oil content in the Witch's
Castle candle meets the perfume standard, so the fragrance is quite strong and
can spread for many hours.

POP
Specializing in manufacturing all kinds of scented
candles.
Currently, The design of candle brands is very
luxurious, suitable for home decor.
Repeated purchase, loyal following, Active engagement on social media networks, Strong positive
perception: association with happiness and pleasure

Resonance Safe and environmentally friendly natural products.

The product has luxurious, eye-catching
Luxury, trustworthy and
packaging, the price is commensurate with the
recognizable brand
quality.
Judgment Feeling

Candle Warm, relaxing a

High quality of nd romantic.
candle products.
Performance Imagery
Magic and Mystery Luxury

Salience

Leading manufacturer and retailer of candles and essential oils in the VietNam market.
The Internet and Social Media:
Website will be a place where the businesses and customers can conduct the
purchase and sale of products / services online. Specifically, when accessing
the website of Witch's Castle, customers can view product information, search
for products to buy, order and pay quickly.
The website also will be the place to post detailed and complete product
information for customers to easily refer to.
Facebook: Post product introductions and run ads to easily reach consumers,
Cooperate with KOLs to post product ads.
Instagram:.Post product introductions, Cooperate with KOLs to post product ads.
Instagram:
23k

2.370
Personal selling:
This is the process where the salesperson will consult directly with
the customer at the store. Staff will advise and convince customers
to buy products.
Witch's Castle has 3 stores in district 1, 3 and 5 in Ho Chi Minh City.

Sales Promotion:
Discount 20% for 150 preorder on Website
Big sale up to 30% for Brand Opening
-> It stimulates and encourages customers to buy and experience the product
for the first time.