HO CHI MINH CITY UNIVERSITY OF FORGEIN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF INTERNATIONAL RELATIONS

SUBJECT: ADVERTISING

THE VALENTINE COLLECTION

love has no limits by creativism

No. Name ID

1 Trần Ngọc Thúy An 21DH700012

2 Nguyễn Đoàn Khánh Đoan 21DH700410

3 Lê Phương Hà 21DH700474

4 Đinh Thị Như Quỳnh 21DH701640

5 Nguyễn Trần Phương Thảo 21DH701800

6 Nguyễn Kim Thoa 21DH701874

7 Hà Hiệp Tín 21DH702087

8 Thái Thanh Trúc 21DH702969

December 2023, Ho Chi Minh city

THE VALENTINE COLLECTION

love has no limits by creativism

OUTLINE FOR

Advertising
Proposal
(for in-house)
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Table of
Contents
I. Creative Brief
1. Brand & Product Summary
1.1. Brand Presentation
1.2. Product Description
1.3. Product Positioning
1.4. Marketplace Analysis
2. Key Insights
3. Advertising Problems
4. Advertising Objectives
5. Target Customers
6. Competition
7. Key Consumer Benefit
8. Support
9. Message

01
II. Advertising Campaign
1. Campaign Name
2. Target Audience
3. Campaign Description

15
III. Execution
1. Platforms
2. Tools & Used Tools Description
3. Key Visuals & Timeline
3.1. Key Visuals
3.2. Timeline
4. Media Plan

26
IV. Budget
32
V. Reference List
33
I. Creative Brief
1.Brand & Product Summary

01
1.1. Brand
Presentation
Name

History
Founded in 1941, started as a family-run workshop in
Manhattan.
In 1946: Miles Cahn and Lillian joined the company
In 1961:
Cahn and Lillian bought the company through a leveraged
buyout.
Bonnie Cashin, working as a creative head, revolutionized
the product’s design.
In 1981: opened the first store on Madison Avenue;
transformed from a family-run leather goods company
into a fashion house known around the world for its distinct
attitude and lifestyle collections inspired by New York.

02
Vision
“To become the company that defines the global
modern luxury”

Mission
Coach's mission statement is to offer self-expression,
creativity, and individuality so all can obtain modern
luxury worldwide and keep inspired by its rich heritage.

Belief
“Better-made things create a better-made future for all.”
Coach believes in crafting beautiful things that you can
be yourself in. Today, in the same way Coach cares
about every stitch that goes into products, Coach cares
about the impact the brand has on people, communities,
and the planet.

Achievements
Coach, with a beginning as a family-run workshop in
New York City, has since become a global fashion brand
with a strong reputation for quality and style. During
Coach’s long history, the brand achieved remarkable
success in the fashion field.
In 2008: Coach successfully established The Coach
Foundation to support organizations that aim to create
a better future for people.
In 2017: Coach’s Executive Creative Director – Stuart Vevers
received “Accessory Designer of the Year” by CFDA Fashion
Awards.
In 2019: Coach Taiwan received “Best Company to work
for in Asia 2019” by HR Asia Magazine
In 2020: Coach Vietnam received “Best Company to work
for in Asia 2020” by HR Asia Magazine.

Products
Coach is best known as an affordable luxury brand,
specializing in leather goods. Coach has also expanded
into other categories, including ready-to-wear clothing,
shoes, jewelry, and perfume. As for the brand’s mission,
every product of Coach provides high quality with an
affordable price.

03
1.2. Product Description
The Perfume Bottle
Is designed for commercial curves, inspired by
the values that make up the Coach brand as
the spray nozzle is shaped like a golden key,
copied from the image of COACH's handbag
keychain. One charm for each product design
and material depending on each collection.
The distinctive carriage logo, an age-old
symbol, is delicately engraved on the glass
surface.

Fragrance (Floral Fruity)

Thrilling delicious top note: Wild Strawberry
All about love heart note: Red Velvet Rose
Eternally addictive dry-down note: Vibrant
Cedarwood

Scent Retention
Eau De Parfum (EDP) concentrations range
from 10 to 20%, lasts up to 6-8 hours, alcohol base.

The Range
EDP Spray: 90ml - 3 FL.OZ. COACH
EDP Spray: 50ml - 1.7 FL.OZ. love Eau de Parfum
EDP Spray: 30ml - 1 FL.OZ.

EDP Spray EDP Spray EDP Spray

90ml - 3 FL.OZ. 50ml - 1.7 FL.OZ. 30ml - 1 FL.OZ.

04
1.3. Product Positioning
POD (Differentiation)
Design: Specifically for Valentine's season and suitable as gifts for couples.
Quality: The scent and product quality are in the luxury segment but the price is in the
mid-range.
Collection: Buying perfume will include other products such as Body Lotion, Purse Spray,
and a charm on each perfume bottle.
Fragrance: Floral Fruity scent, Coach Love is more unisex because of incense notes and
suitable variety of styles.
Janbox distributor: For customers far from stores, avoid buying fake products and without
surcharges.
Price: Narrow the gap between poor quality products and luxury products with mid-range
price.

POP (General Features)

Having various sizes for different purposes.
Established long time, having a reputation and a certain position on the market.
With EDP type, it has long-lasting scent.
The scent chart is friendly to use and give customers many options for situations.

05
1.4. Marketplace Analysis
Coach is a brand that operates in various forms of
products such as perfumes, handbags, shoes,
clothes, and other accessories. The Coach brand is
very popular in the world fashion industry. Coach
entered the perfume game in 2007, the post-boom
of designer scents, so Coach's scents are aimed at
modern life, the usefulness of scent to capture and
gain a position in the hearts of users.

Facebook
Coach's official fanpage was established in 2008. Up to
now, the number of visitors and followers of the
fanpage is 8.3 millions people. Coach's collections are
constantly updated and have a number of interac-
tions ranging from 1,500 likes to 4,000 likes.

Instagram
On this platform, Coach has 6.9 millions followers. Like
Facebook, Coach updates campaigns to launch new
collections, announces representative models and
TVCs of products, and has interactions from 1000 to
3000 likes.

TikTok
This is the Coach’s platform with the best interaction.
Up to now, Coach has about 730 followers and 9.8
million likes. In 2023, Coach released the Coach Floral
Perfume Set PLUS Two Free Totes, which was well
received and increased hashtag #coachperfume to
10.6 million to date.

Intermediary Website
Janbox is currently a distribution channel for portable products from Japan that is highly appreciated
by consumers. In addition to the official website, Janbox connects with other platforms such as
Facebook, Instagram, Twitter, Youtube and Facebook is the platform with the highest number of follow-
ers with 1700 followers and 1400 likes. Coach's perfume product is one of the products with the high-
est number of interactions from 439 to 500 reviews and 4.8 stars on Janbox.

06
2. Key Insight
For all of us, love is always a beautiful thing in the world. However, a lot of people struggle
to express their feelings to their partner because they have a lot of mental blocks.
Inadvertently, those factors keep people from daring to show their lovers how they truly
feel. Their hearts still yearn to exhibit love and be closer to their loved ones in spite of the
obstacles they must overcome. Giving something that expresses genuine love is crucial
for people who want to reignite the spark of passion in their relationships. Perfume
COACH LOVE is a classic that goes beyond national boundaries and conquers all
challenges to spread love to the people who matter most. Its alluring aroma creates a
link between people and encourages a greater respect and understanding.

07
3. Advertising Problem
Low sale
Hard to compete
on market
Cut product line
(Perfume)
Exclusive distributor channel
in Vietnam (Maison Retail
Management International)
does not distribute perfume
The bar graph of net sales of Coach
worldwide from 2013 - 2023 clearly
Large disparity in sales between
shows that Coach’s handbags had
Coach handbags and other products
remarkably higher sales than others
include perfume.
product lines, include perfume.
Difficulties in competing with other
When it comes to the question “If you
competitors (Chanel, Marc Jacob, Jo
were to purchase a luxury accessory,
Malone,…), which are all have strength
what brand would it be, and why?”, the
in perfume and already had firm position
majority of respondents (22%) would
in beauty and fashion market.
likewise purchase accessories from Prada
Coach perfumes product line may be
for its wide variety and quality leather.
cut.
However, only 3% would purchase
from Coach, for its design.
08
4. Advertising Objective
No. Details Main Objectives
CREATE BRAND ARCHETYPE:
Evolve and upgrade Coach's inherent attributes
in a more targeted and specific way through new
attributes: Love is like Coach perfume, long lasting
1 and hard to fade.
Customers will gradually have brand recall and Re-identify the brand and brand
brand awareness from the LOVE HAS NO LIMITS attributes in customers through
campaign from COACH. Leads to enhancing COACH's advertising campaigns, thereby creating
brand value in customer files. virality of the product to increase sales
and level of existence in the market.
In addition, this campaign left Coach
KPIs FOR MARKETING RESULT: with an image legacy and a positive
Gained 30M views from 3D Billboard advertising impression of the brand among
experience. customers in general and the brand
Attracted more than 27M participants to express value in particular.
their love on Valentine's Day with COACH's LOVE
campaign.
Brand mentions increased by 108% during the
2 campaign. Brand engagement increased by 140%
compared to the previous period.
Achieve the brand's T.O.M (Top of mind) after the
campaign.
Through the Brand Lift survey, ad recall increased
by 26.8%, brand favorability increased by 5.82%, and
brand preference also increased 168.24%.
09
No. Details Main Objectives
KPIs FOR SOCIAL POSTS:
Reaching 20K people are popular on each platform
(Instagram, Facebook and Twitter) about new campaign
of COACH’S LOVE within 06 months:
+ 10.000 follower on Facebook
+ 100 post with hashtag: #COACH’S_LOVE,
#LOVE’S_NOLIMITS
3 + Get 1M Views, 3000 React on TIKTOK from Viral Clip.
Each KICKOFF post on social media platforms
reaches 3000 interactions (Share, Comment, React)
within 1 month. Re-identify the brand and brand
Reaching 1000 clicks to the fanpage/website per attributes in customers through
month. advertising campaigns, thereby creating
Achieved 5000~10000 interactions from passerby virality of the product to increase sales
moment recap videos with Coach's 3D ads. and level of existence in the market.
In addition, this campaign left Coach
with an image legacy and a positive
COACH LOVE is at the top of the search bar with
impression of the brand among
the keyword 'Coach LOVE' on Google trending, TikTok
customers in general and the brand
trending within a month.
value in particular.
The COACH LOVE HAS NO LIMITS advertis-
4 ing marketing campaign ranked first in the
coverage statistics of the first week and month of
its launch in terms of effectiveness and accessibil-
Exploding discussions about love topics from
Coach's campaign on forums, news, and social media.
The campaign effectively reached Coach's target
5 audience in the Gen Z age group and potential, loyal
customers of the brand.
Increase positive feelings about the brand through
stories and publications about love.
10
No. Details Main Objectives
ROAS (RETURN ON ADS SPEND):
The capital conversion ratio after the campaign
1 returns a profit higher than the capital spent increasing
at least 5:2.
REVENUE:
Increase at least 300% revenue from campaigns,
28.5% from retailers, 8% from Cosmic agents. Every
2 month 12.8% increase in revenue compared to the
previous month.
Online sales increased by 32.4% compared to the
previous period.
Plan and refresh revenue indicators
GROWTH QUALIFIED CUSTOMER FILE: before and after the campaign, create
The total number of customer profiles increased a proportion of purchases and sales in
by nearly 12%, of which the number of profiles harmony with the plan, increase the
3 determined to be “qualified” also increased by
more than 28% (Qualified Influencers are Influencers
reliability, reputation, and market
segmentation of the Coach perfume
with 60% or more of followers), have at least 1 interaction product line.
on social networks within 30 days).
CUSTOMER CONVERSION RATE:
Retain existing customer files, while creating
4 motivation for new customer files.
Increase Brand Advocated 90% from mutual
platform strategy.
CUSTOMER LIFETIME VALUE (CLV):
Scale up CLV, balance the customer lifetime value
5 inherent in capabilities, Rotate new CVL in potential
target audiences to 200/2 (Person/platforM).
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5. Target Customers
Demographic
Gender: Unisex
Age: 15 - 28 (Gen Z)
Income: Mid-high level

Geographic Psychographic
Hà Nội city & Hồ Chí Minh city People who wants to experience moderately priced
with high quality products.
Attitudes: Care about smell, style, fashion, and
modernity.
Lifestyles: Concerns and consciousness of the
signature scent of self-confidence.

Behaviour
The intensity of consumption: Luxurious, great
for special occasions.
Price sensitive: Medium. Suitable for medium
income customers.
Reason for purchase: Boost confidence and
attraction.

6. Competition
Perfume
Coco Chanel Mademoiselle Eau de Parfum
Price: 1.999.000 VND - 3.650.000 VND

Marc Jacobs Daisy Love Eau de Toilette

Price: 1.480.000 VND - 2.480.000 VND

Jean Paul Gaultier Scandal Eau de Parfum

Price: 2.099.000 VND

Unique Selling Points

Modern oriental scent made from premium ingredients. The main ingredients of these
brands are concentrated from nature including Bergamot, red tangerine, rose, jasmine,
rosewood, raspberry, honey,… and many other premium ingredients.

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Fabric Softener
Comfort
Price: 189.000 VND - 215.000 VND

Downy
Price: 208.000 VND - 350.000 VND

Unique Selling Points

Fabric softener brands have a common characteristic of eliminating odors, keeping their
brand fragrance long-lasting, softening clothes and especially having many different but
gentle fragrances suitable for all genders and personalities. ways or work activities...

Body Mist

Bath & Body Works

Price: 240.000 VND - 290.000 VND
Victoria’s Secret
Price: 400.000 VND - 2.000.000 VND
Unique Selling Points
Unlike fabric softener, body mist is almost like perfume, brands will have
many collections for each different scent, but the scent will not last too
long, so body mist will be a suitable gentle scent weather and customer
needs.

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7. Key
Consumer Benefits
COACH LOVE perfume helps to push customers’
self-esteem. By using perfume, customers can be
more attentive to their appearance and feel more
confident in themselves.

8. Support
Product fragrance: All Coach brand perfume
products contain natural ingredients such as flowers,
wood... To bring customers the best quality scent.
Diverse perfume collections: Coach always launches
new collections such Coach Green EDT, Coach Wild
Rose EDP, Coach Dream Sunset EDP… with each
collection having its own story and message. Suitable
for each person's unique personality when choosing
Coach products.
Customer - experience ensuring: Every item
designed and manufactured by Coach aims to meet
customer needs.

9. Message
Message: “Love has no limits”
Meaning: Loving and being loved are always bundles of needs attached to each
person. Originating from genuine emotions, love is an unlimited category. With
the desire to convey the message of a strong love that overcomes all barriers and
challenges. "Love has no limits" is not simply a campaign but also a motivation-
al encouragement to people who have psychological barriers and difficulty express-
ing their feelings to the people they love. Be brave and step forward and feel love
with a heart full of happiness.

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II. Advertising Campaign
15
1. Campaign
Name

2. Target
Audience
Gender: Both male & female
Age range: 15 - 28 (Gen Z)
Psychographic:
Interested in unique or impressive advertising
Having difficulties in expressing love
Attaching special attention to beauty and scent
Having the demand of buying gifts for holidays

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V. Reference List
1. Tugba, S. (2023). Net sales of Tapestry, Inc.'s Coach brand worldwide from fiscal year
2013 to 2023, by product category. statista. Accessed December 5, 2023 from
https://www.statista.com/statis-
tics/585365/net-sales-of-coach-inc-by-product-category/

2. Coach Singapore. (2023). Perceptions of Coach. COACH.

Accessed December 5, 2023 from https://coachinc.wordpress.com/assign-
ment-2-part-2/percep-
tions-of-coach/#:~:text=The%20common%20positive%20words%20which,for%20the%

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