Nefer-Temu - Nhóm 5 - B07Edocx

Ho Chi Minh City University of Economics and Finance
THE REPORT
NEFER-TEMU SCENTED CANDLES
SALES ON E-COMMERCE
Course: 221.BUS1104E.B07E
Group: 5
Lecturer: Ta Minh Thao
Ho Chi Minh, December 29, 2023
1
TABLE OF CONTENTS
Chapter 1 INTRODUCTION...................................................................................................................2
I. E-commerce landscape in Vietnam......................................................................................................2
II. Scented candles industry.....................................................................................................................2
III. Purpose and objectives of creating Nefer-temu..................................................................................2
Chapter 2 BUSINESS PROJECT................................................................................................................3
I. Market research and analysis................................................................................................................3
1. Target market identification & Segmentation..................................................................................3
2. Competitor analysis.........................................................................................................................3
3. Consumer behavior and preferences................................................................................................3
II. Brand Development............................................................................................................................4
1. Brand positioning and value proposition.........................................................................................4
2. About Nefer-temu............................................................................................................................4
3. Product selection and sourcing........................................................................................................4
4. Nefer-temu’s story...........................................................................................................................4
III. E-commerce Platform Selection........................................................................................................5
1. Evaluation of popular E-commerce platforms in Vietnam...............................................................5
2. Selection of platforms and Set-up of Nefer-temu’s online store......................................................5
IV. Marketing Strategy............................................................................................................................5
1. Targeted marketing channels...........................................................................................................5
2. Content marketing plan....................................................................................................................6
3. SEM strategy...................................................................................................................................6
4. Customer retention and loyalty programs........................................................................................6
V. Financial Plan and Budget Plan...........................................................................................................6
1. Pricing strategy and profit margins..................................................................................................6
2. Return on investment analysis.........................................................................................................7
Chapter 3 Challenges/Difficultites............................................................................................................7
Chapter 4 Conclusion................................................................................................................................8
Chapter 5 Appendices...............................................................................................................................9
I. Reference List......................................................................................................................................9
II. List of supported Tables/Figures/Charts............................................................................................10
2
III. Table of Evaluation..........................................................................................................................28
Chapter 1 INTRODUCTION
I. E-commerce landscape in Vietnam
Vietnam's e-commerce is growing strongly, with an average growth rate of 25% - 30% per year.
The group of young consumers (18-35 years old) accounts for the highest proportion.
Large e-commerce platforms such as Shopee, Lazada, Tiktok shop, etc are increasingly
dominating the market.
Vietnam's e-commerce is still facing a number of challenges, including: Traditional shopping

habits, consumer trust, infrastructure system.
II. Scented candles industry
According to MarketWatch predictions, the global scented candle industry will reach $8 billion
in revenue by 2026.
In Vietnam, scented candles are also popular with many consumers, when the demand for
products that help relax and improve quality of life is increasing.
III. Purpose and objectives of creating Nefer-temu
Create a scented candle brand that has a clear identity and is different from other brands.
Build customer trust and loyalty through providing high quality products, excellent customer
service and competitive prices.
A successful scented candle brand will attract more customers and sell more products.
3
Chapter 2 BUSINESS PROJECT
I. Market research and analysis
1. Target market identification & Segmentation
Target market is “Segment B” or 18 to 30-year-old who have disposable income. Hence, the
evidence in Appendix 1 illustrates that the target segment chosen will be the best suitable and
attractive.
2. Competitor analysis
2.1. Vesta Lifestyle & Gifts:
Vesta is a gift-platform for unique and creative goods. They helped small independent brands to
bring their product to a wider range of audiences. SWOT analysis see more in Appendix 2.
2.2. Other main brand stores:

Brand websites are reputable and recognized by online customers. Purchasing decisions at these
websites will be made faster.
3. Consumer behavior and preferences

Customers' understanding of the product
Scented candles have become a popular trend for interior decoration and creating a relaxing
space.
Customer reviews about the product
Customers have been known brands through the above products, which is also part of the brand's
promotional campaign, people spread the word about the effectiveness of products, and also have
promotions and incentives. See more details in Appendix 3.
Decision to buy
After consulting products, consulting all the products that customers have offered, brands also
apply promotions to bring efficiency as well as savings.
After use
Because of the price, suitable for the customer's pocket, the majority of customer reviews are
received positively.
4
II. Brand Development
1. Brand positioning and value proposition
Becoming a brand selling diverse and luxurious scented candle products in Ho Chi Minh City, a
trusted choice to buy scented candles.
Providing convenient gastric service, products are diverse from designs to uses such as gifts,
insect prevention, and decoration.
The store's scented candle collection is diverse, ranging from the most passionate and warm
scents to the gentle, cool and relaxing scents.
Positioning statement: “As one of the units providing scented, Nefer-temu is very proud of
having the best quality products and best services.” Figure 1
2. About Nefer-temu
A store specializing in providing scented art candles. SWOT analysis in Appendix 4.
Vision: Become a quality, affordable scented candles store that young people will come first
everytime they want to buy scented candles.
Mission: Our mission is to commit to providing quality products with respect, love and
responsibility to the community.
Core value:
 Quality products  Reasonable prices

 Product diversity  Prestige
3. Product selection and sourcing

Product: MUJI, Bath & Body Works and Heny Garden - famous and reputable brands. Detailed
in Appendix 5 and 6.
Payment: COD, Momo Wallet, Bank Transfer, VNPay through QR code.
Delivery: Lalamove
4. Nefer-temu’s story
Story of 4 candles and title: I MAY LIGHTEN YOU
5
The story of 3 proud candles and 1 small candle that was the ray of hope that lit up the other 3
candles in the moment they were extinguished.
III. E-commerce Platform Selection

1. Evaluation of popular E-commerce platforms in Vietnam
There are 3 popular E-commerce platforms in Vietnam: Shopee, Tiki, Lazada.
By using affiliate marketing along with identifying the right customer segment, e-commerce
platforms are overwhelming in proportion compared to traditional one.
For customers on e-commerce platforms, the product has high recognition and a high level of
purchasing interest. There are orders for express delivery and home delivery, the quantity of
goods is always ready to reach customers most conveniently.
2. Selection of platforms and Set-up of Nefer-temu’s online store

Website https://nunninh.wixsite.com/nefertem
A sales website is a channel to provide complete, professional information and images of the
product and demonstrate the reputation of the unit.
Shopee https://shopee.vn/shop/1144369494/
Reach more customers, and expand market share.
Optimized operating performance.
Customers can easily shop and have many promotions.
IV. Marketing Strategy

1. Targeted marketing channels
Social Media Advertising: Facebook Ads, Instagram Ads, TikTok Ads. Detailed in Appendix 8.
Customer Reviews and Referral Programs:
Encourage satisfied customers to leave reviews on our website and Shopee.
Implement a referral program to reward customers who refer friends and family.
6
2. Content marketing plan
Product Showcase: High-quality images and videos.
Information Products: Describe specifically the scent of the candle.
User-Generated Content: Use customer’s photos and reviews.
3. SEM strategy
Google Ads: Make use of Google AdWords to show up in search results for candles on the
internet. Aim for particular keywords associated with our merchandise.
4. Customer retention and loyalty programs

Loyalty Programs: Give consumers 1 point for every 1 candle purchase, which they can
exchange 5 points for special offers or discounted items.
Personalized Communication: Send customized emails with product suggestions based on

previous purchases or exclusive offers on favored fragrances.
Special Strategy: Apply promotion strategies on one-day super sales of the month or Christmas
sales, Tet sales for loyal customers to attracting and retaining customers.
V. Financial Plan and Budget Plan

1. Pricing strategy and profit margins
2.1. Pricing Strategy:
Competitive Price: Keep prices competitive but at the same time ensure that the price reflects
the high quality of the product. See more details in Appendix 6.
2.2. Profit margin:
Investment and costs: Determine the cost in Appendix 9 – 19, maximum payback period is 10
months, profit achieved in 3 years is 94 millions VND.
Expected Profit: About 39 million VND. More details in Appendix 15, 16.
Monitor and Adjust:
Continuously monitor fluctuations in costs and revenue.
Adjust pricing strategy and margins based on market feedback and business performance.
7
Price Increase Policy:
Based on outstanding product quality, superior customer service, and inflation, we plan to
increase product prices by 4-5% per year. See details in Appendix 17.
2. Return on investment analysis

150,836,000
ROI = = 28,04%
537,750,000
With the advantage of investment capital optimized by e-commerce business activities, for every
1 VND invested, the project will have about 0.29 VND more. Details of costs in Appendix 10,
13 and profits in Appendix 18.
Chapter 3 Challenges/Difficultites
Challenge: Risk:
1. High competition
1. Low profits
2. High manufacture prices
2. Physical risks
3. Product quality control
3. Team competition
4. Choose the right distribution channel
Solution:
Use many different channels to expand customer reach, enter more product diversity, choose a
reasonable manufacture, creating unique packaging.
Selling through social networks (Facebook, Zalo, Instagram, Tiktok)
Optimize advertising costs by creating your own product promotional videos to post on social
networking sites, especially TIKTOK.
Get familiar with creating content and livestreaming on social networking platforms to be able to
close more customer
8
Chapter 4 Conclusion
The scented candle market in Vietnam is experiencing significant growth in recent years. E-
commerce platforms have the common characteristic of promoting communication activities by
hiring KOLs to attract customers as well as create trust for partners who are online store owners.
For users, customers will rely on the above information and review their options, to choose the
right product for themselves as well as the nearest and most reputable place of purchase of the
company to be able to get the product. Hand products that are both effective and reasonably
priced for shoppers.
With those opportunities offered, the entering of Nefer-temu website into the e-commerce
market promises to engender new shopping experiences to the customer. In order to provide
clients with the newest, highest-quality items that are most suitable for budget-friendly pricing,
we will constantly research and renovate our product lines in order to meet their life-improving
demand.
Next steps and implementation strategy:
Step 1: Market research
Step 2: Design logo, slogan, packaging
Step 3: Create website, fanpage, TikTok channel, Shopee Instagram Website, fanpage, TikTok
channel, Instagram are effective sales and marketing channels
Step 4: Deploy marketing and brand promotion programs
Step 5: Launch online busines
9
Chapter 5 Appendices
I. Reference List
1. Thanh Truong Nguyen (2022) ‘Quy trình tạo website và Hướng dẫn tạo trang web từ A –
Z dành cho người mới’, VNExpress, 10 June. Available at https://vietnix.vn/tao-trang-
web/?
utm_source=ggads&utm_medium=post&gclid=Cj0KCQjw7aqkBhDPARIsAKGa0oIiz0
AUqH4Xn0g1amxZq187htLIpBPs8z3vqftm2YjdOmJTbDqs268aAqQnEALw_wcB
(Accessed: 17 December 2023).
2. Associated Press, (2023) ‘Target recalls nearly 5 million Threshold candles after severe
burns, lacerations reported’, MarketWatch, 19 May. Available at
https://www.marketwatch.com/story/target-recalls-nearly-5-million-threshold-candles-
after-severe-burns-lacerations-reported-251211ec?mod=search_headline (Accessed: 23
December 2023).
3. Corey Kelly, Forbes Councils Member (2022) ‘How To Improve Your Company's Online
Presence Outside Of Your Website’, Forbes, 13 May. Available at
https://www.forbes.com/sites/forbesbusinesscouncil/2022/05/13/how-to-improve-your-
companys-online-presence-outside-of-your-website/?sh=5b2a26773d74 (Accessed: 25
December 2023).
4. Minh-Ngoc Nguyen, (2023) ‘E-commerce in Vietnam - statistics & facts’, Statista, 24
December. Available at https://www.statista.com/topics/5321/e-commerce-in-vietnam
(Accessed: 27 December 2023).
5. Jacinda Santora, (2023) ‘How to Improve Ecommerce Customer Retention (5 Easy
Ways)’, Help Scout, 1 December. Available at
https://www.helpscout.com/blog/ecommerce-retention-marketing/ (Accessed: 27
December 2023).
6. Moshfiqur, (2023) ‘3 Ways to Use #SEM to #Boost Your #E-commerce #Sales’,
LinKedln, 9 May. Available at https://www.linkedin.com/pulse/3-ways-use-sem-boost-
your-e-commerce-sales-moshfiqur-rahman-reaz (Accessed: 27 December 2023).
10
7. Product list at:
Scented Candles: 3-Wick and Single Wick | Bath & Body Works
(bathandbodyworks.com)
Nến Thơm HENY GARDEN - Thương Hiệu Nến Thơm Việt Nam Nổi Tiếng
Set Quà Tặng Nến Thơm Cho Bạn Gái & Bạn Trai HENY GARDEN
Candles and home fragrance | MUJI
II. List of supported Tables/Figures/Charts

Appendix 1 : Segmentation
Segmentation Segment A Segment B Segment C Segment D
Demographic
Age Under 18 18-30 30-45 Over 45
Gender Male&female
Life-Cycle Young, high school Single, in People with Middle age

stage kids. labour force stable jobs,
or/and mature women
newlyweds and men with
family and
children
Income Limited income High Higher Higher disposable

disposable disposable income and
income income and wealthy
wealthy
Geographic
Location Viet nam
11
Behavioural
Lifestyle Active, Prefer more Deeper sensory Pay attention to

Modern.Concerns and artistic, experience. health
consciousness social aesthetic vibes Likely to stick
problems, life style. and revolve with used
Highly influenced by around hobbies products for a
trends, family and like home period of time.
friends’ opinion and decorating.
media
Benefit sought Experience new Improve Maintain Health insurance

products, relaxation. ambient air ambient air and product
quality, quality, more quality
relaxation, confidence.
more
confidence.
Loyalty Tend to switch to Loyal to one or Loyal to one Loyal to one

cheaper products. several brands specific brand specific brand
that served that served that served their
their their satisfaction and
satisfaction satisfaction and used for over a
and used. used for over a period of time.
period of time.
Price High. Seeking for the Medium. Low. Seeking Low. Seeking for
sensitivity products with low prices Seeking for for an optimal an optimal and
that suitable with their premium and high-end high-end product
incomes. products than product
mass products.
12
Appendix 2: SWOT analysis of Competitor Vesta
Strengths: Weaknesses:
1. Leading retailer for many scented candles 1. New candle brands, no reputation yet
brands 2. High price
2. Brand diversity
3. Gift box creation service
4. Easilly shop through e-commerce and web
channels
Opportunities: Threats:
1. Gift business market potential 1. More competitors and substitutes
2. E - commerce potential 2. Ensure uniform quality
Appendix 3: Customer reviews about product
Bath and Body Works extremely popular with users, especially young
people or modern girls with dreamy souls and a
sweet scent for the room. The product has
purchases of up to tens of thousands of people on e-
commerce platforms.
MUJI operates according to the philosophy "Less is

More". That philosophy is expressed through
simplicity in product features: instead of constantly
innovating products according to trends, MUJI
focuses on quality and durability. Therefore,
MUJI's scented candle products receive the
attention and love of customers with many quality
strange scents, along with many convenient sizes
for customers' choice: mini pack, 85gr , 200gr.
Heny Garden a Vietnamese brand but is not inferior to other

brands in product quality. Heny Garden's products
13
are highly appreciated by the scented candle
consumer community. In addition, taking advantage
of the strength of understanding Vietnamese culture
and human life, Heny Garden also produces unique
product lines that impress the market.
Appendix 4: SWOT analysis of Nefer-temu
Strengths: Weaknesses:
 Build an effective talent team  Limited product advertising
 Competitive pricing  Small distribution network
 Products can be found quickly e-  Delivery costs: Cost of importing goods
commerce platforms and delivery costs to customers. The
 Customization Option cost of delivery to the customer will be
paid by the customer, which is also the
point that makes customers hesitate
when deciding to purchase
Opportunities: Threats:
 Growing market  The competition rate gradually increases
 E-commerce growth: The E-commerce  Economic downturn: In the event of an
industry is growing rapidly in Vietnam, economic downturn, customers may be
presenting an opportunity for the less likely to spend money on non-
business to expand its reach. essential items like scented candles.
 Supply chain disruptions: Supply chain
disruptions could make it difficult to
source materials or products needed to
fulfill customer orders.
Appendix 5: List of products
14
Product images
Tis the season
Snowflake & Cashmere
Frosted cranberry
Cinnamon Caramel Swirl
15
Small citrus candle
Small flower candle
INTO YOU premium scented candle

collection
16
Relaxing scented candle relaxes &
induces sleep
Christmas Scented Candle Green Xmas

Christmas Collection
Appendix 6: Product price list
Product code Name Cost of goods

T01 Tis the season 210.000
T02 Snowflakes & Cashmere 210.000
T03 Frosted Cranberry 210.000
T04 Cinnamon Caramel Swirl 210.000
T05 Nến Mini Citrus 35.000
17
T06 Nến mini Floral 35.000
T07 Nến thơm cao cấp BST INTO YOU 185.000
T08 Nến thơm thư giãn Chill & mùi hương dễ ngủ 130.000
T09 Nến thơm giáng sinh Noel BST Green Xmas 135.000
Appendix 7: E-commerce platforms of Nefer-temu
18
Appendix 8: Social Media Advertising
Facebook Ads: Create visually appealing ads showcasing our

candles. We use Facebook’s targeting options to
reach users based on demographics, interests, and
online behavior.
Instagram Ads Leverage the visual nature of Instagram to showcase

your candles through sponsored posts and stories.
Use relevant hashtags to increase discoverability.
TikTok Ads: Employ KOLs and KOCs to carry out product

reviews for candles with prospective buyers to
facilitate their decision-making process.
Appendix 9: Yearly procurement quantity
Unit price (per

Number Name Quantity Unit (per year) year) Total cost (per year)
1 Packing box 1200 unit VND 500 VND 600,000
Shockproof
2 bag 1500 unit VND 300 VND 450,000
3 Printer paper 1 box VND 500,000 VND 500,000
19
4 Gift box 1000 unit VND 10,000 VND 10,000,000
Total VND 11,550,000
Appendix 10: Fixed assets
NAME Quantity Unit Price Total cost Depreciation period

Machinery and Equipment
Air
1 conditioner 1 VND 4,500,000 VND 4,500,000 5
2 Computer 2 VND 6,700,000 VND 13,400,000 5
3 Printe 1 VND 2,800,000 VND 2,800,000 5
Wi-Fi
4 router 1 VND 0 VND 0 5
5 router 2 VND 450,000 VND 900,000 5
Landline
6 phone 1 VND 290,000 VND 290,000 5

Infrastructure
Table and
1 chairs set 1 VND 5,640,000 VND 5,640,000 5
2 Cabinet 3 VND 1,990,000 VND 5,970,000 5
Appendix 11: Investment information
1. Capital investment ( VND) Note

1.1. Fixed assets (Year 0)
11.610.00
Infrastructure 0 VND
20
21.890.00
Machinery and equipment 0 VND
Useful life 5 year
Tax 20% Investment cost
Appendix 12: Investment plan
Number Investment item (VNĐ) Year 0 Year 1 Year 2 Year 3
1 Infrastructure 11.610.000
2 Machinery and equipment 21.890.000
3 Total 33.500.000
2. Depreciation schedule
Number Calculated item (VNĐ) Year 0 Year 1 Year 2 Year 3
1 New investment 33.500.000 -

2 Beginning Fixed Assets Value - 33.500.000 26.800.000 20.100.000
3 Depreciation for the period - 6.700.000 6.700.000 6.700.000
4 End-of-period residual value 33.500.000 26.800.000 20.100.000 13.400.000
5 End-of-project salvage value 13.400.000
Appendix 13: Sale Management cost
Sales management cost

Name Name Unit price (per year) Total cost (per year)
Project Operating Cash Flows
1 Electricity bill VND 1,000,000 VND 12,000,000
2 Internet bill VND 300,000 VND 3,600,000
3 Marketing costs VND 5,000,000 VND 10,000,000
21
Appendix 14: Expense budget for Marketing plan of the first year
Unit: 100,000 VND
Q1 Q2 Q3 Q4
1 2 3 Total 4 5 6 Total 7 8 9 Total 10 11 12 Total
Post and advertise 10 20 30 10 5 10 25 10 5 10 25 10 5 20
Year-end gift 5
Appendix 15: Revenue by product line
Revenue T01
Import goods 100 Units/year
Year 1 Year 2 Year 3
Capacity utilization 80% 90% 95%

Selling price/product 422.000 440.000 450.000 VND/units
Revenue T02

Revenue T03

22
Revenue T04

Revenue T05

Selling price/per product 63.500 70.000 73.000 VND/units
Revenue T06

Selling price/per product 63.500 70.000 73.000 VND/units
Revenue T07

Revenue T08

Revenue T09
23

Appendix 16: Project Revenue Forecast Table for each product line
T01
Number Calculated items (VNĐ) Year 0 Year 1 Year 2 Year 3
1 Capacity utilization 80% 90% 95%
2 Import goods 100 100 100
3 Inventory 20% 10% 5%
4 Inventory of the previous year 0 20 10
5 Consumed quantity 80 90 95
6 Inventory cost 0 422.000 440.000
7 Selling price 422.000 440.000 450.000
8 Revenue 33.760.000 39.240.000 42.650.000
T02
Number Calculated items (Nghìn VNĐ) Year 0 Year 1 Year 2 Year 3
6 Inventory cost 0 422.000 440.000
7 Selling price 422.000 440.000 450.000
8 Revenue 33.760.000 39.240.000 42.650.000
24
T03
Number Các khoản mục tính (Nghìn VNĐ) Year 0 Year 1 Year 2 Year 3
6 Inventory cost 0 422.000 440.000
7 Selling price 422.000 440.000 450.000
8 Revenue 33.760.000 39.240.000 42.650.000
T04
6 Inventory cost 0 422.000 440.000
7 Selling price 422.000 440.000 450.000
8 Revenue 33.760.000 39.240.000 42.650.000
T05
25
6 Inventory cost 0 63.500 70.000
7 Selling price 63.500 70.000 73.000
8 Revenue 5.080.000 6.170.000 6.905.000
T06
6 Inventory cost 0 63.500 70.000
7 Selling price 63.500 70.000 73.000
8 Revenue 5.080.000 6.170.000 6.905.000
T07
Number Calculated items (VNĐ) Năm 0 Năm 1 Năm 2 Năm 3
6 Inventory cost 0 396.000 410.000
7 Selling price 396.000 410.000 430.000
8 Revenue 31.680.000 36.620.000 40.650.000
T08
STT Calculated items (VNĐ) Year 0 Year 1 Year 2 Year 3
26
6 Inventory cost 0 396.000 410.000
7 Selling price 396.000 410.000 430.000
8 Revenue 31.680.000 36.620.000 40.650.000
T09
STT Calculated items (VNĐ) Year 0 Year 1 Year 2 Year 3
6 Inventory cost 0 279.000 285.000
7 Selling price 279.000 285.000 300.000
8 Revenue 22.320.000 25.530.000 28.350.000
Appendix 17: Factors determining price increases
Capital
Owner 10%
Equity weighting 100%
1. Capital expenditures 10%
2. Inflation 4%
3. Risk premium 15%
Discount rate 29%
27
Appendix 18: Project Profit and Loss Forecast
Number Calculated items (VND) Year 0 Year 1 Year 2 Year 3

1 Revenue 230.880.000 268.070.000 294.060.000
2 Cost of goods 130.600.000 135.600.000 140.000.000
3 Gross profit 100.280.000 132.470.000 154.060.000
4 Sales management cost 37.150.000 37.150.000 37.150.000
5 EBIT 63.130.000 95.320.000 116.910.000
8 TAX (20%) 12.626.000 19.064.000 23.382.000
9 EAT 50.504.000 76.256.000 93.528.000
Total amount received after 3 years VND 150.836.411

Average annual amount received VND 50.278.803
Average amount received per person per year VND 7.182.686
Appendix 19: Payback discount period
Figure 1:
28
III. Table of Evaluation
Evaluation of joining group members 5
No. Member’s Tasks %

name contributio
n
1. Introduction
1.1 Brief overview of the current E-commerce landscape in
Vietnam
1.2 Brief overview of the industry that your group E-commerce
Nguyễn Thanh business will be focused on
1 14,3%
Trúc 1.3 Purpose and objectives of creating a brand on the E-
commerce platform
2.6 Financial Plan
5. Conclusion
Fixing contents, making Canva, presentation
Nguyễn Vũ 2.5 Marketing Strategy

2 14,3%
Mai Trang Making Canva, check information, presentation
Trần Phạm 2.3 E-commerce Platform Selection

3 14,3%
Xuân Build Shopee store, making Canva, presentation
4 Nguyễn Thị 2.1 Market reasearch and analysis 14,3%
29
5. Conclusion
Minh Tâm
Editing word, check information, making Canva, presentation
5 2.4 Budget Planning, Marketing and advertising expense, 14,3%

Nguyễn Nam
Technology and infrastructure costs
Khánh
Making Canva, presentation
2.2 Brand Development

6 Trần Văn Hiệp 3. Challenges/ Difficulties 14,3%
Making Canva, presentation
Nguyễn Thế Making Website

7 14,3%
Linh Presentation
Slide: https://www.canva.com/design/DAF4S6if04Q/Z5Gr3RMh4XyL2G9eEZBY1g/view?
utm_content=DAF4S6if04Q&utm_campaign=designshare&utm_medium=link&utm_source=edi
30
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Ho Chi Minh City University of Economics and Finance

NEFER-TEMU SCENTED CANDLES

Lecturer: Ta Minh Thao

Ho Chi Minh, December 29, 2023

I. E-commerce landscape in Vietnam

Vietnam's e-commerce is still facing a number of challenges, including: Traditional shopping

II. Scented candles industry

III. Purpose and objectives of creating Nefer-temu

2.2. Other main brand stores:

3. Consumer behavior and preferences

Customer reviews about the product

 Quality products  Reasonable prices

3. Product selection and sourcing

Payment: COD, Momo Wallet, Bank Transfer, VNPay through QR code.

III. E-commerce Platform Selection

2. Selection of platforms and Set-up of Nefer-temu’s online store

Reach more customers, and expand market share.

Optimized operating performance.

Customers can easily shop and have many promotions.

IV. Marketing Strategy

Customer Reviews and Referral Programs:

Encourage satisfied customers to leave reviews on our website and Shopee.

Information Products: Describe specifically the scent of the candle.

User-Generated Content: Use customer’s photos and reviews.

4. Customer retention and loyalty programs

Personalized Communication: Send customized emails with product suggestions based on

V. Financial Plan and Budget Plan

2.2. Profit margin:

Monitor and Adjust:

Continuously monitor fluctuations in costs and revenue.

2. Return on investment analysis

Selling through social networks (Facebook, Zalo, Instagram, Tiktok)

Next steps and implementation strategy:

Step 1: Market research

Step 2: Design logo, slogan, packaging

Step 4: Deploy marketing and brand promotion programs

Step 5: Launch online busines

Candles and home fragrance | MUJI

II. List of supported Tables/Figures/Charts

Segmentation Segment A Segment B Segment C Segment D

Age Under 18 18-30 30-45 Over 45

Life-Cycle Young, high school Single, in People with Middle age

Income Limited income High Higher Higher disposable

Location Viet nam

Lifestyle Active, Prefer more Deeper sensory Pay attention to

Benefit sought Experience new Improve Maintain Health insurance

Loyalty Tend to switch to Loyal to one or Loyal to one Loyal to one

Appendix 3: Customer reviews about product

MUJI operates according to the philosophy "Less is

Heny Garden a Vietnamese brand but is not inferior to other

Appendix 4: SWOT analysis of Nefer-temu

Appendix 5: List of products

Snowflake & Cashmere

Cinnamon Caramel Swirl

Small flower candle

INTO YOU premium scented candle

Christmas Scented Candle Green Xmas

Appendix 6: Product price list

Product code Name Cost of goods

Appendix 7: E-commerce platforms of Nefer-temu

Facebook Ads: Create visually appealing ads showcasing our

Instagram Ads Leverage the visual nature of Instagram to showcase

TikTok Ads: Employ KOLs and KOCs to carry out product