MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS & FINANCE

FACULTY OF PUBLIC RELATIONS & COMMUNICATION

MARKETING COMMUNICATION

FINAL REPORT

Lecturer: MSc. Huỳnh Nguyễn Kim Phượng

Group: Clown Angels

Ho Chi Minh City, October 16, 2022

 LECTURER’S COMMENTS

.............................................................................................................................................

1
 LIST OF GROUP MEMBERS

No Full of name Student’s Email

ID

1 Nguyễn Ngọc Hân 215110018 hannn321@uef.edu.vn

2 Ngô Hồ Thúy Hiền 215112527 hiennht21@uef.edu.vn

3 Lê Nguyễn Thu Ngân 215110158 nganlnt21@uef.edu.vn

4 Mai Thị Thanh Ngân 215111955 nganmtt21@uef.edu.vn

5 Nguyễn Bảo Ngọc 215112067 ngocnb21@uef.edu.vn

6 Trần Ngọc Bảo Trân 215110257 trantnb221@uef.edu.vn

7 Lương Thư Uyên 215111174 uyenlt21@uef.edu.vn

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Table of Contents
INTRODUCTION 4
THE PROCESS OF FORMATION AND DEVELOPMENT
AWAKENING THE POTENTIAL OF VIETNAMESE HERBAL MEDICINE
AFFIRMING BRAND VALUE
JOURNEY TO THE BIG SEA
SOCIAL SECURITY IS THE FOUNDATION FOR SUSTAINABLE DEVELOPMENT
MISSION
VISION
CORE VALUE
PRODUCT INTRODUCTION
BUSINESS OBJECTIVE 8
MARKETING OBJECTIVE 9
MARKET SEGMENTATION AND POSITIONING 9
SEGMENTATION
POSITIONING
TARGET COSTUMER 11
COMPETITORS ANALYSIS 12
DECUMAR
ACNES
THAI DUONG TERMERIC CREAM
SWOT ANALYSIS 13
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
MARKETING STRATEGY 14
MEANING
COMMUNICATION MESSAGE
MARKETING OBJECTIVES
METHOD
COMMUNICATION AND PROMOTION STRATEGY
MARKETING MIX 16
PRODUCT
PRICE
PLACE
PROMOTION
TIMELINE 25
BUDGET 26
APPENDIX 28

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 MARKETING COMMUNICATION PLANS

DECUMAR ADVANCED
ACNE PREVENTION

I. INTRODUCTION
GEL
1. THE PROCESS OF FORMATION AND DEVELOPMENT
CVI Pharma's full name is CVI Cosmetics Pharmaceutical Joint Stock Company was
established from the desire to bring great achievements of science and technology in
the world to the domestic pharmaceutical industry of two former students of the
University of Pharmacy Hanoi – Mr. Phan Van Hieu and Mr. Nguyen Truong Thanh
in 2013. Recognizing the core value of precious medicinal herbs in the country early
on, the two young pharmacists did not hesitate to start a business. Until now, CVI
Pharma is known as one of the leading pharmaceutical companies in Vietnam
applying high technology in production.

2. AWAKENING THE POTENTIAL OF VIETNAMESE HERBAL

MEDICINE
Two pharmacists boldly established CVI Cosmetics Pharmaceutical Joint Stock
Company - CVI Pharma, cooperating with scientists, applying high technology to
create quality breakthrough products from pure Vietnamese medicinal herbs and
realize valuable research.
The first success that demonstrates CVI Pharma's new and different direction, which
has resonated in the pharmaceutical industry, is the transfer of Nano Curcumin raw
materials, extracted from turmeric, from the Academy of Science and Technology to
manufactured CumarGold soft capsules, opening the era of applying modern
Nanotechnology in the field of pharmaceutical production and public health care.

4
After only 5 years, CumarGold has become the market leader, trusted by millions of
patients, and honored to receive many noble awards.

Choosing turmeric to start the dream of raising Vietnamese herbs, CVI has really
achieved many successes:
- In October 2016, CVI continued to sign a cooperation agreement to receive the
technology transfer of FGC Nano Complex from Dr. Ha Phuong Thu of the
Vietnam Academy of Science and Technology to bring to the market specialized
products for cancer named CumarGold Karen.
- In June 2018, CVI became the bright spot of the pharmaceutical industry when
receiving a technology transfer patented by the US and Taiwan, to awaken the
potential of millennial precious medicinal herbs, Ung Bo Bac, to produce
Heposal, which protects the liver of Vietnamese people. This project not only
brings high-quality liver protection at a reasonable price but also helps to
preserve and promote the source of undisputed eagle medicinal herbs, brings
economic efficiency, and improves the quality of life.
- CVI also continuously launches skin care cosmetic lines such as Decumar,
CumarGold Gel, and Embé Cream.
- With 3 leading brands in the market such as CumarGold, CumarGold Kare, and
Decumar, along with outstanding growth figures in revenue, at a rate of 60% per
year, from 7 billion VND in 2013 to 300 billion VND in 2017,…

3. AFFIRMING BRAND VALUE

CVI Pharma's products are present in more than tens of thousands of pharmacies in 63
provinces and cities with many noble awards given.
- Top 10 “Vietnamese trusted brands”
- Gold Medal For Public Health
- Top 10 “Best products and services for consumers”

4. JOURNEY TO THE BIG SEA

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In April 2017, CVI officially received investment from Daiwa-SSIAM Investment and
Development Fund, with the participation of one of the largest financial institutions
from Japan and the SSI Fund Management Company.

6
In July 2017, CVI was honored to become the first pharmaceutical enterprise to be
granted an investment certificate to build a factory in HHTP with an area of about
12000 m2. The investment cost of the high-tech plant is expected to reach 300 billion
VND with a professional management system, including three units: Supercritical
high-tech medicinal plant extracting plant; Nanotechnology research and application
center; The pharmaceutical factory meets GMP-WHO standards…with the ambition
of producing 100 million products per year.
CVI Pharma has restructured its apparatus, as well as operated under an ecosystem
model including the parent company CVI Pharma and its subsidiaries: CVI Southern
Joint Stock Company (2014); Medstand Pharma (2019), and J-CVI Pharma (2021).

5. SOCIAL SECURITY IS THE FOUNDATION FOR SUSTAINABLE

DEVELOPMENT
Linking business development with social security responsibilities, CVI Pharma has
always been at the forefront of volunteer activities for the community:
- The program to donate 50,000 cancer handbooks to oncology hospitals
nationwide
- Organize programs "Tet rice" for cancer patients: giving 1/6 gifts to pediatric
patients; Releasing the music video names Song love life; Organize free liver
enzyme examinations and tests in Ha Tinh
- Give gifts to flood compatriots in the central region...
- Distributed 50,000 gel sanitizer free of charge (Hanoi) during covid-19
pandemic

6. MISSION: We always do our best to bring customers high-tech products that

combine traditional quintessence and modern medicine, linking the benefits of
businesses with public health and the development of society. This
commitment is adhered to by all members of CVI who are dedicating day and
night to community health.

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7. VISION: We will become the leading cosmetic pharmaceutical company in
Vietnam and become a global company by bringing to the market products of
medicinal herbs, medicine, functional foods and supplements, the most
advanced cosmetics, creating many supply-demand partnerships in the global
pharmaceutical field, caring about customer experience, aiming to effectively
care for people's health and contributing to positioning position of the
pharmaceutical industry in Vietnam.

8. CORE VALUE:
- Dedicated to community health.
- Prestige and quality.
- Pioneering the application of modern science and technology.
- Creative Innovation.
- Expanding cooperation.
- Commitment to social responsibility.

9. PRODUCT INTRODUCTION: DECUMAR ADVANCED ACNE GEL

PRODUCT:
- An improved version of Decumar New with natural ingredients and outstanding
acne care effects. The product contains super Nanotechnology with the ability to
penetrate 7500 times fresh turmeric, combined with French Centella Asiatica
essence to bring fast effectiveness in treating acne, anti-inflammatory; at the
same time stimulate skin cell regeneration, fade dark spots quickly and prevent
acne scars.
- The product is designed in a compact, convenient tube and is recommended by
dermatologists.
- Suitable for all skin types, especially for acnes-sensitive, oily skin and all ages
(particularly for those in puberty)

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 Main ingredient:
● Nano Curcumin (nano turmeric): Ultra-small molecular particles help
absorb Curcumin 7,500 times better than regular turmeric
● French Centella Asiatica extract: Reduces scar formation and effectively
heals wounds
● Lemon myrtle leaf extract: Optimum oil control,
● Red onion extract: Prevents concave scar formation
● Aloe extract: Enhances moisture retention, protects skin
PRICE: 77.000 VNĐ (cited by Decumar official stores)
PLACE: Sold at more than 20,000 drug stores across the country.
E-COMMERCE PLATFORMS:
- Shopee Mall: more than 34.000 products had been sold in CVI's official store
with more than 14.000 reviews.
- Tiki: more than 1000 products had been sold in CVI Pharma with more than 400
reviews.

II. BUSINESS OBJECTIVES

To be able to develop the strongest company, CVI has business goals. As follows:
- Affirming brand value.
- The guaranteed growth rate of 20% each year.
- Expanding the market, becoming a public company, the further goal is to list
securities on the exchange.
- Training and improving the quality of human resources, especially the
management team and experts in the direction of professionalism, integrity, and
creativity.
- Awakening the potential of Vietnamese medicinal herbs, preserving and
enhancing the value of natural ingredients.
- Associate business development with social security responsibilities.

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III. MARKETING OBJECTIVES
First, CVI Pharma offers specific plans for different customer groups, each of which
has a reasonable approach. For example, Decumar cannot be recommended for people
over 50 years old.
Setting a KPI level for each distribution pharmacy is to sell 100 CVI Pharma products
to the city customers and 50 products to the rural customers per day. With that KPI
level, CVI Pharma can measure sales performance, see the number of buyers and then
adjust the KPI accordingly and effectively.
Expand production from basic product lines rather than mass production each year.
Research the target market carefully to ensure that the new product features and
improvements are suitable for users. For example, market research is favoring
essences (Serums), masks, and sunscreens to treat acne scars from turmeric, thereby
improving and enhancing the Decumar product line.

IV. MARKET SEGMENTATION AND POSITIONING

1. SEGMENTATION
1.1. Geographic segmentation
- Country: Vietnam
- Cities: currently present in all 63 provinces
- Regions: big cities – Ho Chi Minh, Ha Noi, Da Nang, Hai Phong, Can Tho,
1.2. Demographic segmentation
- The product is suitable for all subjects, especially suitable for sensitive, acne-
prone skin
- Age: 13-18 years old. Since this is puberty, their skin health easily breaks out in
pimples.
- Suitable skin types for all skin types
- Income family: class C+. Due to the price of approximately 77,000 VND, the
product is suitable for those whose income reaches the average standard (above 4
million VND).

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 1.3. Psychographic,
Generally speaking, teenagers the age of puberty are concerned about their
appearances and also want less money with higher quality.
1.4. Behavioral
Buying behavioral:
- Short distance away from their houses
- Reliable selling stores which get GDP certifications or official suppliers
- Dermatologist for on-site consultation
Social behavioral:
- Vietnamese youngsters use social media platforms approximately 7 hours per
day.
People tend to watch TV in the time frame from 6:00-8:00 am and 5:00-8:00 pm.
From about 6 am to 8 am, 11 am to 13 pm, and between 4 pm and 6 pm are often
crowded.

2. POSITIONING
Desire their customers to acknowledge Decumar as a specialized-against-acne
product.

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According to a survey based on 250 results collected from customers who have used
the product for 3 to 5 weeks, the acne treatment effect increased by 44%.

- The price of the product is relatively higher than other products that contain
turmeric ingredients (ex: acne scar care: 53.000 VNĐ, Thai Duong turmeric
cream: 18.000VNĐ).
- Customers with skin problems: acne need to find products that meet their needs
through the ingredient list: nano curcumin ( one of the first Companies in Viet
Nam use it), French Centella Asiatica essence, and Aloe vera, ...
- After comparing the product with other products, customers decide to buy the
product based on its effectiveness: anti-inflammatory, antibacterial, oil control,
regeneration, and moisture

V. TARGET CUSTOMERS
The main customers that the product wants to target are students who are having skin
problems. Decumar is particularly suitable for adolescents going through puberty who
struggle with inflammatory acne, acne, and red, swollen acne that makes them feel
inferior and ashamed. Due to hormonal changes that cause the sebaceous glands to
overwork, acne is most severe during this age. Testosterone stimulates the production

12
of a lot of sebum to protect the skin. Additionally, this product is appropriate for a
variety of individuals, including
- People who frequently experience dusty, polluted environments, which can
result in dull skin and red acne;
- People who work too much, stay up late, and consume unhealthy diets, which
can result in stress and acne.
Different from some product lines, there will often be a distinction for each type of
skin condition (dry skin, oily skin, natural mixtures or natural oils). Meanwhile,
Decumar acne treatment is suitable for all skin types. This is a benefit of using the
product as a result.

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VI. COMPETITORS ANALYSIS
1. DECUMAR

ADVANTAGES
● Promotion:
- Do media methodical, have a big investment
- Clear positioning, synchronous communication plan
● Product:
- Contains super turmeric Nano Curcumin with the ability to penetrate 7500 times
of fresh turmeric with the essence of lemon myrtle leaves, red onion, aloe vera...
Additional French Centella Asiatica essence - imported European herbs
● Place: -Sold at many e-commerce sites, and drug store
● Price: 77.000
● Costumer:
- Suitable for all subjects with acne problems, dark spots, acne scars (not allergic
to turmeric)
- Age of use: From 6 years old and up

DISADVANTAGES
● Promotion:
Some contain content that is not suitable for the target audience
● Product: The effect is not as fast as advertised

2. ACNES

ADVANTAGES
● Promotion: Through many different forms: TVC, online, offline, KOLs, short
series
● Product: Extracted from turmeric. Not only extracted from fresh turmeric, but
the product also combines with Complex Vitamins C, E, and B6
● Place: Sold at many e-commerce sites, drug stores
● Price: 53.000
● Costumer: young men and women, from puberty to age 25

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DISADVANTAGES
● Promotion: Some contain content that is not suitable for the target audience
● Product: Not as effective as advertised
● Place: Many fake goods because of cheap price

3. THAI DUONG TURMERIC CREAM

ADVANTAGES
● Promotion: Long-standing brand, has a certain position in the market
● Product: Extracted from turmeric along with vitamin E, vitamin B2, nano.
Including Curcumin, didesmetoxy curcumin, monodesmetoxy curcumin, turmerone,
arylturmeron, containing ginseng, squash, peach blossom, and other medicinal herbs.
● Place: Available at all drugstores and grocery stores
● Price: Cheap 15.000 to 20.000
● Customer:
- Both men & women
- From 18 to 30

DISADVANTAGES
● Promotion: Have not invested in development on social channels
● Product: Not as effective as advertised

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VII. SWOT ANALYSIS
STRENGTHS
- Have had time to reach customers before (The predecessor of this product is
Decumar Anti-Acne Gel appeared in 2015. By 2019 Decumar was improved
with the addition of many ingredients – Decumar New)
- Benign ingredients, 7500 times more effective than fresh turmeric, 185 turmeric
starch
- Optimal gel for acne-prone skin
- Produced with investment in new and most advanced technology in Vietnam
- Products are sold and distributed throughout the country
- Meet the desired customer conditions: prevent and fade scars after acne,
regenerate skin damage, provide moisture, and keep skin fresh and smooth.
- Suitable for many customers (age, all skin types)
WEAKNESS
- High price compared to similar products on the market
- Cannot be used for people with a history of turmeric allergy
- There is no moisture balance feature, and deep moisture for the skin
OPPORTUNITIES
- The application of nanotechnology is getting more and more attention
- The need for beauty becomes more and more critical, preferring products-
derived from nature
- Teenagers account for a high percentage
- Competitors are slow to apply technology
- Research cooperation to upgrade products to international standards, bring
products to foreign markets
THREATS
- Nanotechnology gradually becomes popular, causing mass
- Customers do not trust the product enough, and still use folk methods
- Foreign cosmetics are entering the market
- There are still many situations of counterfeit goods, not guaranteed quality

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VIII. MARKETING STRATEGY

1. MEANING
- Turmeric is a natural, long-lasting ingredient that is good for Vietnamese skin
- Turmeric has the effect of helping skin clear acne, clean bacteria, smooth
messages, and reduce dark spots after acne

2. COMMUNICATION MESSAGE
- From the above ideas, we come up with a message that is appropriate and close
to the meaning of the product conveyed to consumers. It is the sentence "Gel
Decumar Advanced - Preventing acne - Treating dark spots - Elevating
Vietnamese beauty" is the general message for the entire communication
strategy.

3. MARKETING OBJECTIVES
- Impress customers with Decumar's new packaging look
- Turmeric has the effect of helping skin clear acne, clean bacteria, smooth
messages, and reduce dark spots after acne
- Build a product image that is friendly to the environment and natural ingredients.
- Suitable for all skin types
- Increase Decumar brand awareness
- Stimulate the needs of potential customers and find new users
- Stimulate and motivate the sales team to increase sales to achieve the sales target

4. METHOD: Apply the integrated marketing communication IMC

5. COMMUNICATION AND PROMOTION STRATEGY:

● Focus – Only invest in practical areas and means, do not spread across many
communication channels because the budget is not much
● Budget: In this plan, the budget to be spent to implement the plan is for 1 the
fiscal year 2023: 1,987,230,000 VNĐ

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 ● Action plan for each stage:

State 1 State 2 State 3

01/01/2023 – 28/02/2023 03/03/2023 – 28/07/2023 01/08/2023 - 31/12/2023

Announced new look of Increase customer Increase sales and expand

packaging with Decumar awareness of Decumar market
Objectives
Advanced product line Advanced product line in
new packaging

- PR - PR - PR
- Event - Digital Marketing - Digital Marketing
Tools - Digital Marketing - POSM - POSM
- Consumer Promotion  - Consumer Promotion 
- Trade promotion - Trade promotion

The overall plan of the marketing strategy lasts for 1 the fiscal year 2023 (starting
from January 1, 2023, and ending on December 31, 2023

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IX. MARKETING MIX
1. PRODUCT
1. 1. Short-term strategy
Launching Decumar Advanced to the market (day, month, year...) with new packaging
"Green Commitment": Using PET/PETE plastic. Say no to microplastics; packaging
without plastic coating; made of friendly paper; Used products can be recycled.
Replace all products with the old packaging of turmeric extract available on the
market in all existing distribution channels.
1. 2. Long-term strategy:
In order to meet and facilitate consumer needs, we will develop more packaging
specifications for mini testers 7.5gm and 50 gm/tube (20gm/tube available). This will
help consumers choose products at a suitable price and make them more convenient to
carry
In addition, currently, Decumar Acne Spotting Gel is a product line for acne-prone
skin, in the future, we plan to develop more product lines for sensitive skin to limit
skin irritation as much as possible.

2. PRICE
We have a table breakdown price per 1g of products with the same features, with the
following main ingredients:

Product Amount (gm) Price (VND) Average price/1gm

Decumar Advanced 20 77,000 385
Thái Dương 20 18,000 900
Yoosun nghệ 25 25,000 100
Acnes Scar Care 12 77,000 642
Kem nghệ Thorakao 17 33,000 194

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On the analysis table, we see that Decumar Advanced has the highest price compared
to domestic brands in Vietnam, but it is equal to the price compared to brands of
foreign companies. With the quality and trust of many Vietnamese generations,
Decumar Advanced is confident with a new image, better quality, and the same price
as foreign brands.
The above price is the selling price to consumers, not the company's selling price to its
agents and distributors. We suggest changing the way of packaging, adding a
specification of 50 gm/tube so that the price for 1 bottle will be suitable, economical,
easy to pay, consume, and find new customers. If the packaging is 50gm, the
consumer price is about 100,000 VND. At that time the average price for 1gm was
500, still in the middle price segment.

3. PLACE

With the goal that in the next 3 years, the Decumar Advanced acne gel brand will be
at the top of the pharmaceutical industry in Vietnam.

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Decumar distribution system includes
- Main distributors located at 20,000 pharmacies: Hanoi, Ho Chi Minh, North,
Southwest, Central Highlands-South Central, North Central, Southeast
- Product introduction stores in Ho Chi Minh City, Hanoi
- Supermarket systems: Coop Mart, Big C, CityMart, Vinmart...
- Stores specializing in selling cosmetics: Hasaki, Sammi Shop...
- Currently, Decumar has not been exported to foreign markets.

4. PROMOTION
Action plan for each stage
4.1. State 1 (January 1, 2023-February 28, 2023)
● Target:
- Announced the new packaging look of the Decumar Advanced product line.
- Create a new packaging identity and initially influence customers' minds about
the new packaging image.

● Tools: Public Relations:

- Use Editorial (Interviews, Endorser), advertorial articles in some online
newspapers and magazines that target customers are often interested in.
- Recommended newspapers: Kenh14, Zing.vn, Yeah1.com, Yan.vn
- Published 1 period in January 2023 in each newspaper - title: "Decumar acne
gel reappears with a completely new look".

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 - Event: The press conference program relaunched the new look of Decumar
Advanced products.
+ Invite journalists to attend.
+ Introduce new packaging details, recalling the brand and use of Decumar Advanced
products. Simultaneously launching Decumar Advanced with new packaging to the
market.
+ Guests: Management Board of My Pham CVI Pharmaceutical Company;
representatives of agents, shops; targeted customers; experts, some KOLs, and Beauty
Bloggers discussing products.
+ Time: from 16h-19h on 20/01/2023
+ Hire: Event Company BSGVN.COM

● Tools: Direct Marketing (Digital Marketing):

- Sending invitations to 2 daughters of Artist Quyen Linh: Mai Thao Linh born in
2005 (Hat De) and Mai Thao Ngoc born in 2008 (Cinderella) to be the product
ambassadors in 2023.
- Post a flash banner of 2 representative faces on the product's official website and
fan page.
- Send products to KOLs, Beauty Bloggers who have experience and influence in
the beauty industry on social networking sites to post or post Decumar Advanced
product review videos.

22
 AMOUNT
PRICE (Including tax)
DETAILS UNIT TAX
(VND) VND

Post a flash banner with

https://decumar.vn/ images of 2 product

500.000 1 Design 500,000
ambassadors on the
homepage.

https://kenh14.vn/ Post articles about products 30.000.000 1 Package 8% 32,400,000

in online newspapers
https://zingnews.vn/ 35.000.000 1 Package 8% 37,800,000
Post banners about

https://www.yan.vn/ Decumar on the homepage 25.000.000 1 Package 8% 27,000,000

of newspapers (Just click
on the logo to link to the
https://yeah1.com/ 15.000.000 1 Package 8% 16,200,000
homepage)

Conference package:
- Backdrop (24m2),
Hire BSGVN.
sound, projector, light 8,100,000 1 Package 8,100,000
COM’s Company
party (50 people)
- Location: Hall

- Send cooperation
Invite the invitation to Mai Thảo 20.000.000
2 persons 40,000,000
representative Linh và Mai Thảo VND/ person
Ngọc

Administrative costs 7,000,000

Estimated budget to arise 10,000,000

TOTAL 179,000,000

23
 4.2. State 2 (March 3, 2023 - July 28, 2023)

● Target:
- Increased recognition for the new packaging of Decumar Advanced products.
- Communicating products with the message "Gel Decumar Advanced -
Preventing acne - Treating dark spots - Elevating Vietnamese beauty".
- Increase distribution and image of new packaging of products at distribution
points, supermarkets...

● Tools: Advertising
- Publish TVCs in places where many people gather.
- Hanging banners at the streets of District 1: Nguyen Van Cu (Ong Lanh bridge),
Cach Mang Thang Tam, Dien Bien Phu, Vo Thi Sau in support of product
launch press conferences and product launches at distribution points.
- Standee at high schools and universities in Ho Chi Minh City:
+ Universities: UEF, VLU, IUH...
+ High School: Bui Thi Xuan, Luong The Vinh, Nguyen Thi Minh Khai, Marie Curie,
Le Quy Don...
+ Standee is located at the head office continuously for 2 weeks (1 week before and 1
week after the product announcement date)

● Tools: Sale Promotion (Trade Promotion)

- Promotion: Display outside the stores of drugstore agent systems.

24
 The visual identity enhances and facilitates the easy distribution
Objective of the product.
Improve the relationship between the company and the seller.

Structure Consumers who buy and display 10 Decumar Advanced

treatment gel products will receive a commission discount of
100,000 VND/month.

Scope of application All country

Target showing 300

Time 2 months after product launch

(03/03/2023-30/04/2022)

Cost of 2 months of display 200,000 VND

Promotion fee 600,000 VND

Cost of making display shelves 30,000,000 VND

Total cost 90,000,000 VND

25
 AMOUNT
PRICE
DETAILS UNIT TAX (Including tax)
(VND)
(VND)

- Partnering with the

company: Vietstar Max to
TVC release on social media 150,000,000 1 8% 162,000,000
platforms and screen in
crowded locations

- Universities: UEF, VLU,

IUH...
- High schools: Bui Thi Xuan,
Luong The Vinh, Nguyen
Thi Minh Khai, Marie Curie,
200,000 1 design
Standee Le Quý Don… 830,000
70,000 9 standee
- Standee is located at the
head office continuously for
2 weeks (1 week before, 1
week after the product
announcement date).

- Hanging banners on the

streets of District 1: Nguyen
Banner Van Cu (Ông Lãnh bridge), 300,000,000 4 1,200,000,000
Cách Mang Tháng Tam,
Dien Bien Phu, Vo Thi Sau.

Promotion 90,000,000

Administrative costs 7,000,000

Estimated budget to arise 20,000,000

TOTAL 1,479,830,000

26
 4.3. State 3 (August 1, 2023 – December 31, 2023)
● Target:
- Increase sales, and increase awareness of Decumar Advanced products.
- Stimulate demand for Decumar Advanced Acne Gel and find new customers.
- Prepare to build market expansion steps.
Tools:
● Pr/Advertising: Use articles in the form of Tip, and Q&A to increase the
closeness and practicality of Decumar Advanced products in newspapers used
in stages 1 and 2.
● Direct Marketing Tools (Digital Marketing): Posting advertising print ads,
PR articles to increase product sales; Online advertising by the online network,
control access and get information and feedback from customers about new
packaging and products; Promoting the image and influence of the two product
representatives.
● Advertising tools: Continue to use supporting tools to enhance the product's
image outside the store, and the market to remind customers about the product,
and impress new customers.
● Sales Promotion tool: (Trade Promotion): This is the stage of increasing sales,
and promoting the development of customer awareness of the product, so focus
on promotion for both consumers and sellers at this stage.
● Consumer Promotion:

TARGET + To increase customer awareness of the product

+ Stimulate customers to consume

+ Search for new customers

STRUCTURE + Customers who buy bills from 200,000 or more will get 1
lucky draw (The prize is 1 Decumar Advanced acne gel)

TIME 01/10/2023-1/11/2023

PROMOTION TARGET + 1000 winning tickets (Equivalent to 1000 products)

PROMOTION FEE 30,000,000 VND

COST INCURRED 6,000,000 VND

TOTAL 36,000,000 VND

27
 AMOUNT
DETAILS PRICES UNIT TAX (Including tax)
(VND)
Use articles in
Public Relation the form of Tip,
and Q&A

Hire an agency to
Digital Marketing advertise on 20,000,000 1 package 8% 21,600,000
Facebook.
Ads on Youtube,
Advertising 20,000,000 1 package 8% 21,600,000
banner website

Consumer Promotion 36,000,000 36,000,000

Administrative costs 7,000,000 7,000,000

Estimated budget to Printing costs

20,000,000 20,000,000
arise incurred...

TOTAL 106,200,000

X. TIMELINE

1 2 3
No Tool Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Event Launching
2 PrintAd
3 Digital Marketing
4 POSM
5 Trade promotion
6 Consumer
promotion

28
XI. BUDGET

PRICE
STRATEGY ACTIVITIES DETAILS
(VNĐ)

Post banner on online

newspapers…
1 Mass Marketing Banner 1,313,900,000
Set banner on the
streets, website

Conference package:
Hire Event
+ Backdrop (24m2),
Segmented Company
2 sound, projector, light 8,100,000
Marketing (BSGVN.COM‘s
party (50 people)
Company)
+ Location: Hall

Send cooperation
invitation to Mai
Segmented Invite the
3 Thảo Linh và Mai 40,000,000
Marketing representative
Thảo Ngọc

Partnering with the

company:
Vietstarmax to release 162,000,000
4 Mass Marketing TVC
on social media
platforms and screen
in crowded locations

5 Mass Marketing Standee

+Universities: UEF, 830,000
VLU, IUH...

+ High schools: Bui

Thi Xuan, Luong The
Vinh, Nguyen Thi
Minh Khai, Marie
Curie, Le Quy Don...

29
 + Standee is located
at the head office
continuously for 2
weeks (1 week
before, 1 week after
the product
announcement date)

Hire an agency to
Segmented
6 Digital Marketing advertise on 21,600,000
Marketing
facebook.

Ads on Youtube,
7 Mass Marketing Advertising 21,600,000
banner website

Consumers who buy

and display 10
Decumar Advanced
treatment gel products
8 Mass Marketing Sale Promotion 90,000,000
will receive a
commission discount
of 100,000
VND/month.

Customers who buy

bills from 200,000 or
Consumer
Segmented more will get 1 lucky
9 Promotion 36,000,000
Marketing draw (The prize is 1
Decumar Advanced
acne gel)

Administrative
10 21,000,000
costs

TOTAL (VAT) 1,715,030,000

Estimated budget to arise 50,000,000

TOTAL 1,765,030,000

30
XII. APPENDIX
Introduction:
Company Introduction:
● https://cvi.vn/cau-chuyen-cvi
● https://cvi.vn/tai-ha-noi-phat-mien-phi-50-000-gel-rua-tay-sat-khuan.html
● https://cvi.vn/gioi-thieu
Product Introduction:
● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced
● https://decumar.vn/thong-tin-nhan-hang/decumar-la-gi.html
● https://shopee.vn/-M%C3%A3-FMCGMALL-8-%C4%91%C6%A1n-250K-
Gel-ng%E1%BB%ABa-m%E1%BB%A5n-Nano-Decumar-Advanced-20gr-ho
%C3%A0n-to%C3%A0n-m%E1%BB%9Bi-i.274513539.4859186518?
sp_atk=ee193c3b-79f3-471a-a522-93e72c88c577&xptdk=ee193c3b-79f3-
471a-a522-93e72c88c577
● https://tiki.vn/gel-ngua-mun-viem-tham-dau-den-decumar-advanced-20-gr-
hoan-toan-moi-p72109547.html?spid=72109548
Business Objectives:
● https://cvi.vn/cau-chuyen-cvi
● https://itppharma.com/thuong-hieu/cvi-pharma/
● https://doanhnhansaigon.vn/tro-chuyen-voi-doanh-nhan/chu-tich-cvi-va-muc-
tieu-dinh-danh-cho-duoc-lieu-viet-1078110.html
● https://tienphong.vn/cvi-pharma-tang-cuong-hop-tac-nghien-cuu-duoc-my-
pham-tu-thao-duoc-thien-nhien-post1381178.tpo
Market Segmentation And Positioning:
● https://shopee.vn/Gel-ng%E1%BB%ABa-m%E1%BB%A5n-Nano-Decumar-
Advanced-20gr-ho%C3%A0n-to%C3%A0n-m%E1%BB%9Bi-
i.274513539.4859186518?xptdk=942be7a1-3575-4609-b45e-3bd71bf8b126
● https://decumar.vn/thong-tin-nhan-hang/decumar-la-gi.html
● https://chuyennhatrongoithanhhung.org/nhung-con-duong-thuong-xuyen-ket-
xe-o-sai-gon-cap-nhat
● http://dannamadv.vn/quang-cao-tren-truyen-hinh.html
(cited by https://abei.gov.vn/vn/gioi-tre-viet-nam-su-dung-mang-xa-hoi-7-gio-
moingay/107187)
● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced
Target Costumer:
● https://hellobacsi.com/da-lieu/tri-mun/gel-tri-mun-decumar/?
amp=1&fbclid=IwAR2nYf3HPSnY9tN8_K89Akc_UGVzCzXw62gcqQT1Pah
cDKc7khF6Cx0BLa4

31
Competitors Analysis:
Decumar:
● https://quangcaongoaitroi.com/chien-dich-quang-cao-tren-xe-buyt-cho-
decumar/
● https://tvpblog.com/decumar/
● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced
Acnes:
● https://acnes.com.vn/acnes-scar-care-mun-khong-con-am-anh/
● https://hasaki.vn/san-pham/gel-giup-mo-seo-va-vet-tham-acnes-12g-
69880.html
Thai Duong Termeric Cream:
● https://youmed.vn/tin-tuc/kem-nghe-thai-duong-giai-phap-thien-nhien-dieu-tri-
mun-tham-va-con-trung-can/
● https://trungtamthuoc.com/kem-nghe-vitamin-thai-duong
● https://tuvanmuasam.com/kem-nghe-thai duong#:~:text=Hi%E1%BB%87u
%20qu%E1%BA%A3%20c%E1%BB%A7a%20kem%20ngh%E1%BB
%87,khi%20%C4%91i%20ra%20ngo%C3%A0i%20nh%C3%A9.
Swot Analysis:
● https://huroji.com/cong-ty-cp-duoc-my-pham-cvi/
● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced
● https://www.facebook.com/Decumar.min.da.sach.mun/posts/
1099701916832705
● https://thanhnien.vn/my-pham-nguon-goc-thien-nhien-xu-huong-thong-linh-
thi-truong-lam-dep-post896631.html
● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced
Marketing Mix (Product, Place, Price, Promotion):
● https://acnes.com.vn/
● https://saothaiduong.com.vn/san-pham/kem-nghe-thai-duong/
● https://www.thorakao.com/kem-nghe-thorakao/
● https://nhathuoclongchau.com/duoc-my-pham/yoosun-rau-ma-25g-16722.html
Budget:
● https://hapodigital.com/bang-gia-quang-cao-dang-bai-pr-tren-bao-kenh14-vn/
● https://brandcom.vn/bang-gia-dang-bai-pr-tren-bao-dien-tu-zing-vn/
● http://vietquangcao.org/bao-gia-quang-cao-yan-news-2017-1702.html/
● https://quangbathuonghieu.vn/bao-gia-quang-cao/bao-gia-pr-tren-yeah1-com-
nam-2021.html
● https://bsgvn.com/bao-gia-su-kien-tron-goi/

32
● https://ecomking.vn/6-cach-tinh-ty-le-tuong-tac-danh-gia-quang-cao/?
fbclid=IwAR10n_-W4pbNOEK60DBGq8AdID-
DP_btQBanyYJkVu32jTfau6_oAQxT8WM
● https://ecomking.vn/6-cach-tinh-ty-le-tuong-tac-danh-gia-quang-cao/?
fbclid=IwAR10n_-W4pbNOEK60DBGq8AdID-
DP_btQBanyYJkVu32jTfau6_oAQxT8WM
● https://vietstarmax.vn/vi/bao-gia/bao-gia-phim-quang-cao-tvc.html?
gclid=CjwKCAjwzNOaBhAcEiwAD7Tb6NtTiUkYQVQ_kfo1upfu8qt5cooWj
FHAk1xuRucOGiKvREBUg1HQBxoCkpAQAvD_BwE&fbclid=IwAR16Pc2
ZWexKvgPNP1eAhxaqWN68LQL7ga5OAW0w_TBFwjYYHlVYYdjXa20
● https://standeevn.com/thiet-ke-standee?fbclid=IwAR2flZMN0l66g5-
72vpY9d6j8RklirzDpQgankzn9nFvgyoPLLWik7LsGHs
● https://artcity.vn/bang-gia-thiet-ke-banner/?
fbclid=IwAR3knqRwTmwIBWxX65-
FrgJRgffJpbSt7kdk_6JeIuun4V4mMNeZLEdvkhY
● https://aitvietnam.com/gia-quang-cao-ngoai-troi/?
fbclid=IwAR1WRBOC7sXbjOQZEOPkSAScVoz495TvG7k0bk-
9YH_geTxmBN06RIuhxRM
● https://quangcaosieutoc.com/amp/quang-cao-tren-youtube-bao-nhieu-tien/
● https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.leadup.vn%2Fthue-
chay-quang-cao-facebook-gia-bao-nhieu-qcfb-5116%3Ffbclid
%3DIwAR2gbRuW2iFHAUigLCDzV9yS0WR6nzkZG3tr7JaqUFCLJshmwb5
_bKE2L3E&h=AT1Q1n5gKf9HMGPQ0kph5FaU1hk0C43tI1HvpMrs9yO4Xc
_tOg3W-BY8y0j_y5qa_3OkhLFraxRQ_TaF3zr-uTdCLF_a_7JCeoWlPl-
WnZMYw0IJRr5BvtKGrxZkYpuT0tRRn1zc69xMpcqPbh0kDA
● https://tracuu43.misa.vn/tracuu?
fbclid=IwAR0dWX2_kUSXftRYhOK5kfQmRibhnYcnra9kZ-
kHtOMvF1qmKl38oUCF0U8

33
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