Developing online marketing

activities
for Co Mem Homelab Company’s
Coconut Coffee Scrub product
Present by Group 9
Company Overview
Established in 2015 by pharmacist Trinh
Dang Thuan Thao

The main field of operations is the

production and distribution of natural
cosmetics.

The slogans: "Healthy and Truly“ and

"Green cosmetics for a peaceful life"
 Coconut Coffee Scrub

Quality: Made with 100% vegan ingredients:

Sea salt, coffee Robusta seed powder, Olea
europaea oil, vitamin E...

Feature: Exfoliates the skin, cleans pores and

remove dirt, helping the skin clear, bright,
healthy
 Macro Environment
Political
The government has introduced strict
policies, regulations to ensure the
quality of products
Technological
The explosion of new technology
Economic
The average income is increasing and
differentiation in geographical
location, gender...
Rental and financial policies for the
cosmetics industry at 8-10%
Legal
The government is promoting green
consumption
Tax and import-export policies for
foreign brands become easier
Social
The cosmetics market is expanding
Consumers choose products that are not
tested on animals, friendly packaging
Environment
Vietnam only has two seasons: the hot
season and the dry season
The hot and humid tropical monsoon
climate affects skin and health
 Micro Environment

Suppliers Public Customers

Raw materials from quality The public groups are the press, Women living in big cities, the ages
agricultural growing areas in the magazines, television, and social between 18 and 40, "green" and
North activists healthy lifestyle
Imports ingredients from abroad Prefer products with natural scent, do
not contain chemical ingredients

Competitors Substitute Products

The appearance of many new brands, The products with similar uses:
both domestic and international. The • Chemical exfoliator
big competitor is Cocoon • Physical exfoliator
New products 2 in 1: exfoliating
shower gel
 Target Audience
• Men and women, 18 - 40 years old, live in large cities
• Prefer natural, healthy products, do not harm the skin or health
• Purchasing channels: E-commerce platforms, retail store chains, social
networking platforms, and official websites

Objectives of Online Marketing

• Increase brand recognition, and wider coverage, bringing the
product image to more potential customers
• Increase social discussion, making customers curious and looking
for the product
 Current Situation of Online Marketing

Created videos, articles sharing

the uses of the product
Contents are invested in images,
sounds, and education

Co Mem towards product

differentiation true to the
message " Healthy and Truly "
 Marketing Mix - 4Ps
Product

Features of the product New packaging

 Marketing Mix - 4Ps
Price

Prices of competitors
Average price
Production costs
250,000 VND to 400,000 VND
Pricing goal

 Penetration pricing strategy: 190,000 VND

 Marketing Mix - 4Ps
Place

Direct Distribution

Website and Exclusive store chain with 43 stores nationwide

Marketing Mix - 4Ps
Place

Indirect Distribution

12%

88%

Social Media & E-commerce Platforms

Super market, stores
 Marketing Mix - 4Ps
Promotion

Advertising Sales Promotion

Display Ads: Google Display Network Discounts Price-off
Video Ads: YouTube & TikTok Prizes Free shipping
Premiums
Price Packs

Public Relations Personal Selling

Projects "Ban tay thom" & "Dream School“ The staff at stores
Cooperates with KOLs and influencers Displayed at trade fairs
 Marketing Mix - 4Ps
Promotion

Direct Marketing
Catalog Telemarketing
Eye-catching images Used frequently, consult and
Full product information, ingredients respond to customers
Displayed in stores, fairs, and seminars

Email Marketing Digital Marketing

Introduce new products, announce Search Engine Optimization Tool
promotions, send discount codes... Social Media Advertising: Facebook & Instagram
Website
E-commerce platform
Facebook: 1M likes and 1.1 million followers Website of Co Mem Homelab

Shopee of Co Mem Homelab

Instagram has 23 thousand followers, more
than 1,200 posts posted
 SWOT Analysis
Strength Weakness
• Trusted cosmetics brand in the Vietnamese market • The online marketing campaign is not outstanding
• Wide distribution system nationwide • Product only comes in one size
• Stable raw material sources
• Demand for domestic cosmetics is increasing
• Advanced manufacturing technology

Opportunities Threats
• The trend of using natural, benign, and safe products • The natural environment has many difficult factors
for health
• Many competitors and substitute products
• The Vietnamese government encourages the • Competing on prices and promotions
development of natural products
• Customer needs and tastes are always changing
• Technology development trend
Proposing Solutions
 Short-term Strategy
 Mid-term Strategy
 Long-term Strategy
 Short-term Strategy
Improve product quality
The product needs to provide nutrients to help restore and keep the skin healthy when environmental pollution,
climate change are big threats to people's thin skin

Expanding distribution channel system

Focus on development of distribution channels: retail stores such as Guardian, Beauty Box

Innovate the creative process and design specialized content

Content includes images, videos, articles that are aesthetic, informative, and convey the message of the product
or integrate entertainment, relaxation
Researching, analyzing, and selecting appropriate keywords to implement SEO activities
Create advertising banners on newspaper sites: vnexpress.net, dantri.com.vn...
 Mid-term Strategy
Application of information technology
Virtual reality (VR) and augmented reality (AR): allow users to interact with the product realistically
TikTok and Instagram Reels: create short, creative marketing videos to attract the attention of young customers
Use artificial intelligence (AI): improve the effectiveness of online marketing campaigns

Promote PR tools
Cooperate with KOLs, influencers, bloggers with a green, sustainable lifestyle, using natural products

Promote customer and market research activities

Grasp the market by updating research, customer reviews, new trends, competitors, social factors to understand the needs
and desires of customers
Implement an online marketing strategy that suits customers' desires

Develop and maintain resources

Develop a team of professional online marketing staff by participate in online marketing training classes, hiring employees
with six months or more working experience
 Long-term Strategy
Application of Green Marketing management
Research and apply natural, safe preservation methods for products such as using antioxidants (green tea, vitamin
E, mint), packaging that can block light and air
Strengthening the distribution and delivery system

Flexible changes to suit market needs

Diversifying strategies to advertise products to suit many different customer groups
• The young customer’s group focus on advertising on the developed social media: Instagram, TikTok
• The middle-aged customer group focus on Facebook and websites
Taking advantage of its competitive advantages (product quality, natural raw materials)
Adjusting prices and promotions to create value competition and appeal to customers
Thanks for
Listening
Ms. Corinne Montoya
Ms. Dang Phuong Linh
Ms. Vu Phuong Anh