CO MEM HOMELAB MARKETING PLAN TEACHER NAME: Ms. Doan Thanh Phuong PROJECT NAME Marketing Plan of Co Mem Homelab TEAM MEMBERS Nguyén Bui Hoai MY - Research & analysis Tran Thi Khanh Han - Execution, timeline & Budget Dinh Thanh Ngan - SWOT V6 Trusng Ngoc Tram - Core Ideas & MessageTable of Contents 1. Executive SUMMALY ....... cess eeeeeeeee 2 2. Objectives and Issues ..........sseeeeeeeeeeeeeee 3 3.Current Marketing Siatuation ................ 4 4. Strengths, Weaknesses, Opportunities, and Threat AnalySis...........:seceseeseeeeees 13 5. Marketing Strategy.........cseeseeeeeeeee 15 6. Action Programs........cccseeseeeseeseseteeees 21 7. Budgets 8. Controls. 9. Referencesi . Ol aia Comem Executive Summarv Introduce Open Store at Inspirational naturally lipstick HCMC: Brand Award @-6-0-0-6-0> Introduce Introduce Trademark natural products Solid Perfume registrastion Co mem is a business known for its healthy and real beauty product lines. The ingredients that make up the product are derived from nature, without the use of any other harmful chemicals. Co Mem Homelab was establish for 7 years, but until 2018 did company introduce "SOLID PERFUME" to customers. This campaign, our group choose focus on target audiences are "dad" from 25 to 40 and target consumers are "mom" aged 20-35 to try solid perfume, as the gift from the "husband" to share your difficulties with the "wife". The marketing strategy will focus on promotion. The promotion strategy focuses on “raising consumers awareness of brand and increasing sales volumes by using "mom image" with "dad image". Promotion resources will focus on three main areas: personal selling, social media marketing, and organizing events. This marketing campaign, name "CARE OF MOM'", from | January to 1 April 2023. The budget for this campaign is 220 million VND with the goal achieve 10000 units selling.kK a Comém k N Home Lab O2 Objectives The purpose of this project is to develop a coherent brand identity for the client alongside an effective and client focused messaging. In order to do that ,we first start with a discovery process, then move on to research and strategy. Once those stages are finished we'll begin with the actual identity design process. 02.1 Issues a) BRAND AWARENESS We'll create a coherent brand identity and all of the assets. We'll set a goal of 10000 units selling fi weeramaouss We'll devise brand messaging that attracts the target audiences Co Mem has been promoting its solid perfume for 4 years. However, it still struggles to establish strong brand awarness and change customer's shopping habbit. Co Mem usually launch a campaign by run ads in Facebook and Instagram. Furthermore, establishing a constant brand positioning on social media and events is crucial for Co Mem Homelab to approach this customer segment.% Comém O 3 kK SN Home Lab Current Marketing Situation XVI & XVII CENTURIES, 2020 PASS XX CENTURIES. 2021 - 2028 Liquid perfumes appeal to customers in favor of long-lasting and strong scents. Whereas, solid perfumes are created to serve customers who love fresher and lighter ones on their skin Specially, in light of the sweeping trend towards environmentally-friendly, natural or healthy products, solid perfume has been gaining popularity with numerous customers. Accordingly, competition in the perfume industry is more intensive now than ever.Ka) Comém kK ‘N Home Lab 03.1 Market Description The perfumes market has many variations of Pea perfumes based on the concentration and @m perfome notes. But they have 5 main types of perfume: EAU DE TOILETTE, EXTRAIT DE PERFUME, EAU DE PERFUME, EAU DE COLOGNE, EAU FRAICHE. Moreover, more and On. more emerging future perfume offerings have been created to meet the customer's need. And Solid Perfume has been recently a EAU DE, TOILETTE favourite of many customer. Solid perfumes are drawn to customers through various factors. Co Mem known as products is free of active substances, parabens, preservatives, and chemical substances. And also attractive with scents that are elegant and gentle. Co Mem has its solid perfume packed in a round tin box. When customers buy the solid perfume product, they will be gifted with a cloth bag with a stunning image of a three-leaf clover. Packaging of Co Mem is free of plastic and considered 80% environmentally friendly, which gains customers a great deal of sympathy.Market Structure lO MARKET IN SSAA SOUTHEST NORTHEAST PARFUM EAU DE Pao ed PARFUM Loui PERFUME ) @EIDT ET OTN Tey NON-ORGANICA MARKET NICHE eS CONSICOUS SOCIALLY RESPONSIBLE PREGNANT WOMEN&BABY Br tc) a5 SEGMENTATION AGE AND LIFE- CYCLE GENDER sia WOMEN FROM 18 TO 35a Ka) Comém kK ‘N Home Lab 03.2 Prodnet Review Co Mem Homelab offers a wide range of solid perfume with common being below: 7) ‘SCENT RETENTION: 4 - 5 HOURS MATERIALS: ALL NATURAL - NO = ‘AFTIFICIAL SUBSTANCES TEA SCENT OF DAISY SPRING NIGHT LF PACKING: SINGLE - SERVING SIZE, - fj SUNCE METAL BOTTLES FORMULATED FOR VARIOUS FRAGRANCES: SWEET, GENTLE,ETC RAIN GARDEN FAR STREET oy ‘SUITABLE FOR MOST SENSIBLE SKINS. PREGNANT WOMEN AND BABIES CAN ss ‘TEXTURE: SLIGHT NOT STICKY ON _ THE SKIN —? PARIS'S HERE THE MUSE,% AW Comém k ‘MN Home Lab 03.3 Competinve Review Big foreign brands: a8 © fs VICTORIA SECRET JO MALONE KYOTO, TONY MOLY 3 From 300.0000 - 1.000.000 VND for 15-gram Domestic brands: HA NA COMESTICS COCOCHERRY VIETNAM PINKY'S COMESTIC g From 120.000 - 200.000 VND for 15-grama k Comém kK MN Home Lab DIRECT. DIRECT INDIRECT POTENTIAL IVA. | eres Gohmsows 8 a VICTORIA'S MOC AN SECRET Target} Ranges from 15 | Ranges from 15 | Mommy and | Ranges from customers to 35. to 25 Babies 13 to 50 Key Solid Offering oe Ha handmade Baby Power ay kn Gi Products ete perfume ene Wide range of a ble -Wide range of | -Brand -Wide range Pros vice collection owareness of product c -2 type:Normal | -Affordable -Wide range All natural - no and Premium, price of scent artificial substances : ' -Low Packing -Have some Cons “row Seen -Low Scent artificial -High Price retention Retention substances Prices 120.000 VND} 160.000 VND | 58.000 VND | 300.000 VND 10i Comém kK ‘N Home Lab 03.4 Positioning HIGH PRICE 300.000 VND VICTORIA'S SECRET & 200.000 VND a LOW QUALITY HIGH QUALITY WA 160.000 VND MOC AN 120.000VND PINKY'S Se 20-50.000 VND LOW PRICE Co Mem have expectation on three main characteristics. 1.Product features: expect to have more scent choices which last longer 2. Desirable benefits: expect to feel connected with their favourite celebrities 3.Value: do more a social cause.03.5 i D Comém SN Home Lab Target customer Student ( Girl ) Spend online time Value Challenges * Easily alternative * Attention with price * Use daily basis * For hangout Demographic on Favourite Scents ° Wendy * Age: 18-24 «Facebook * Floral * Income:1-3 —« Instagram * Vanilla million VND Tiktok Value Challenges Worker ( Women) * Use daily basis * Care about the + For hangout products ( scents Demographic Spend online time and materials ) * Age: 25-35 on * Facebook * Website © Income: 7-12 million VND Housewife ( Women) Demographic Spend online time * Age: 36-50 on * Income: 7-12 + Facebook million VND Television Favourite Scents * Wood + Orange Blossom Value Challenges * Use daily basis + Care about safety + For hangout ‘and quality * Family attention Favourite Scents * Approachable * Wood + Orange Blossom 12us Ads Comém kK ‘N Home Lab 03.6 Channels and Logistics Review Shopee Coméem SHOPEEVN TIKLCOM. COMEMVN O4 Strenhiths, Weakness, / Opportunities, adn Threat Analvsis1. Antiestablishment image : Co ‘Mem sologan is " Healthy and Authentic". They build the brand image, which provides natural products. 2. Exclusive showrooms: Co Mem have 22 stores located on main streets in big cities. 3. Safety: Pregnant women and babies can use enema reread industry is blooming in WCC} ae eee eee Ore uae Ric lilo aC Lalo} of environmentally-frendly, natural, and healthy products, een eto ea taeies seo gain and will continue to gain Peo AN RUST rel mules 1. Lack of brand awareness: Co Mem established in 2015, and Solid Perfume was lauched in 2018, therefore the number of customers is shortage 2.Small distribution system: Co Mem only distribute their products in e-commerce exchange and in their showroom. 3. Poor promotion: Campaign not effective 1. Lack of shelf stele etn uaa eee threat for any type of product competition in retail perfume, in Rene NCn oleh cata any Peeves creel airely because of limited retail space. 2. Numerous alternative Pie eee ils] Pea eee RRO eC ac eect acti] TTA Lae oLelo) ACEOi Comém kK MN Home Lab O05 Marketing Strategv Co Mem Homelab's solid perfume will continue going for "more for the same" positioning based on extra benefits for the price. The brand will continue to establish channel differentiation, continue being the sole distributor of the product while major competitive brands are not. The company choose target customer are young girls or women from aged 20 to 50, living and working in big city, such as HCMC, Hanoi. Subsets of this generational segment include working moms, the health conscious, and the socially responsible. O5.1 Product Strategv Solid perfume will be sold with all the features described in the Product Review section. As awareness takes hold and retail availability increases, more varieties will be made avaiable. The product will have sweet vanilla scent, which comes from the mixture of vanilla, orange blossom, rose, luscious marshmallow. The combination of vanilla and fruity aromas can create a covetable, sensual fragrance note.i Comém kK MN Home Lab 05.2 Pricing Currently, Co Mem Homelab solid perfume is sold for 200,000VND_ each product. Its higher than other competitive product about 40,000- 80,000VND. But Co Mem Home Lab should make no or little change in pricing stategy. Instead of reduced prices, on other platform such as Shopee, Tiki which usually have a big sale, so Co Mem should develop promotion for products, and give customers small discount to help their best experiences. Moreover, the company could brings more benefits or values to customers, for example, better packaging, quality improvement. 05.3 Distribution strateqv Based on the information in the Channels and Logistics Review e200 ‘sory TRICON cones sHWROONS SOR THN Co Mem should continue its monopoly in distribution.However, Co Mem can consider promoting different channels for products scaling up some time to comei Comém kK MN Home Lab 05.4 Marketing Comunication Strategv Truth: * Awoman has a high incidence of postpartum depression because of a lack of shared attention from her husband. Tension: * Husbands are often afraid to open up Motivation: * The husband wants to express gratitude to the wife Insight: "| know my wife will face with many difficulties after giving birth, which makes her self-conscious and guilty. | wanted to care more about my wife, but as a man | was afraid fo open up." BIG IDEAS: " CARE OF MOM". Based on the information in the Product Review and SWOT. Our group choose focus on PREGNANT WOMEN. Because taking inspiration from traditional skin care of Vietnam, it is considering 80% environmentally friendly. Co Mem has introduced solid perfumed which is 100% free of chemical substances, especially no phthalate. KEY MESSAGE: Encourage the husband to give a lot of attention to the wife, share difficulties with pregnant women to become self-confident and minimize postpartum depression.Bonn OF mom care @ Hi mom! YOUR LIFE &S% mp Comém L ‘NS Home Lab Target andience Target consumer Promotion Strategv PERSONAL SELLING ROGREMERIA ORGANISING EVENTS 20i Comém kK ‘N Home Lab O6 Action programs * Place a banner ads with the question: "How long have your wife not been given a giff?”, And design new packaging os the gift in this campaign. +) Team Design Graphic will design. * Looking for potential KOLs with affordable fees and suitable images: +) Thung Long Family, Fansie Family, Toki Family. * Post on social media platforms +) Content creation team will work on warm-up articles for the campaign, about enviroment, nature, personality * In first day of February, Marketing department will make preparations for the workshop livestream on TikTok at the end of month: 4+) Invite 2 KOLs: Fansie Family and Thung Long Family to talking about their experience of themselves and sharing when they carry babies. +) Throughing this workshop, Co Mem wants to raise awareness about a postpartum depression, loving and taking care of women, +) Giving the solid perfume as a sample when buying others products to customers 1 Februory - 30 Feburary © December 80 January,2023, try it + CoMem will continue with the campaign " Care of mom" with special day is" 8/3 ~ Happy Women's Day" occur from | March - 8 March. +) Design graphic team will design the special gift box for "8/3" +) Content creator team will post the " special gift box" on social media such as Facebook, Tiktok and Instagram. +) KOLs will post videos and write review about Co Mem solid perfume with special packaging. ( Also raise awareness about sharing difficulties with your wife ) Merch - 30 March @ Projected Duration: 31 December, 2022 - 3O March, 2023 21% as Comém k SM Home Lab O7 Budgets This campaign set a sales goal of 2 billion VND with a projected average retail price of 200,000 VND per unit for a total of 10000 units sold. That mean, this campaign will spend 11% of the revenue in Marketing Strategy, equivalent to 220,000,000 VND No Action Program Budget (mil. VND) Note ; Place the banner ads in Co Mem o a showrooms 2 | Hiring KOLs to promote the campaign 75 Reference 3 Adopting new packaging 50 Reference 4 | Organizing livestream "Care of Mom" 10 Reference 5 Solid perfume sample 50 Reference 6 Costs incurred 25 Reserved TOTAL 220 O8 Controls Bosed on listed action program, our group choose control measures to closely monitor brand awareness, brand image, and customer satisfaction. This will enable the company to react quickly in correcting any problems may occur. 22a “ ae awe comem References Lhttps://metric.vn/solid-perfume 2.https://comem.vn/ 3. https://vuahanghieu.com/tin-tuc /nuoc-hoa-kho-la-gi-top-9-nuoc- hoa-kho-thom-lau-duoc-yeu-thich-nhat-hien-nay A. https: / /www.facebook.com business /success/co-mem-homelab 5.hitps://beautymone.com/different-types-of-perfume/ 6.https:/ /www.fortunebusinessinsights.com/segmentation/perfume- market-102273 7. https:/ /donghohaitrieu.com/kinh-nghiem /thoi-trang-cao-cap/12- hang-nuoc-hoa-kho-thom-lau-duoc-ua-chuong-nhat-hien-nay.html 8.https://ivypanda.com/essays/marketing-analysis-victorias-secret/ 9.https://fptshop.com.vn/tin-tuc /hang-my/amp/kham-pha-7-mui- huong-nuoc-hoa-duoc-yeu-thich-moi-thoi-dai-100644 10. https:/ /www.vinmec.com/vi/tin-tue /thong-tin-sue-khoe/5-nguyen- nhan-gay-tram-cam-sau-sinh-nhan-biet-som-de-dieu-tri-kip-thoi / T.http://daidoanket.vn/lo-ngai-tram-cam-sau-sinh-5691501.htm| 23