PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC CỦA NHÓM 7

Throughout the process of completing my report, I have been fortunate to be guided and accompanied by Ms. Vòng Chánh Kiếu - a dedicated and knowledgeable mentor. Her tireless dedication and attentiveness in guidance and feedback have helped me overcome challenges, leading to a significant improvement in our report. Tài liệu giúp bạn tham khảo ôn tập và đạt kết quả cao. Mời bạn đọc đón xem!

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PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC CỦA NHÓM 7

Throughout the process of completing my report, I have been fortunate to be guided and accompanied by Ms. Vòng Chánh Kiếu - a dedicated and knowledgeable mentor. Her tireless dedication and attentiveness in guidance and feedback have helped me overcome challenges, leading to a significant improvement in our report. Tài liệu giúp bạn tham khảo ôn tập và đạt kết quả cao. Mời bạn đọc đón xem!

18 9 lượt tải Tải xuống
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BỘ GIÁO DỤC & ĐÀO TẠO TP.HCM
ĐẠI HỌC KINH TẾ TÀI CHÍNH TP. HỒ CHÍ MINH
FINAL REPORT MARKETING
PLAN FOR CO MEM ON WORLD
ENVIRONMENT DAY.
Lecturer: ThS. Vòng Chánh Kiếu Contributors'
Participation:
1. Lê Th Thùy Trang - 225015927
2. Trn Th Bé Thy - 225980692
3. Trnh Hoài Thương - 225991580
MARKETING MANAGEMENT
Thành phố Hồ Chí Minh, ngày 05 tháng 04 năm 2023
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Mẫu
2
PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC
CỦA NHÓM 7
Đánh giá óng góp thành viên trong việc chuẩn bị bài thuyết trình trên
lớp theo mỗi bài học và báo cáo cuối k
MÔN HỌC: MARKETING MANAGEMENT, MÃ MÔN HỌC:
MKT1105E, LỚP: A05E HỌC KỲ:2A NĂM HỌC: 2023 – 2024
Kết quả ánh giá làm việc 0,75 = Có kỹ năng, tỷ lệ óng
nhóm của sinh viên: (10 iểm = góp ở mức khá
100%) 1,0 = Có kỹ năng, tỷ lệ óng góp ở
Thang iểm: 0,0 = Không tham gia, mức tốt tỷ lệ óng góp bằng không
Điểm cộng: Nhóm trưởng có năng 0,25 = Có một số kỹ năng, tỷ
lệ lực tổ chức, iều phối tốt thì óng góp dưới mức trung bình
Giảng viên xem xét có thể dành
0,5 = Có kỹ năng, tỷ lệ óng góp ở tặng thêm 1,0 iểm cộng
mức trung bình
STT
Tiêu chí
(mỗi tiêu chí tối a 1,0 iểm,
10 tiêu chí = 10 iểm)
Lê Thị
Thùy
Trang
Trần
Thị Bé
Thủy
Trịnh Hoài Thương
1
nhiều sáng kiến, ý
kiến óng góp
1
1
1
2
Chia sẻ, thảo luận với
nhóm về công việc ang thực
hiện
1
1
1
3
Chuẩn bị công việc một
cách chu áo, chất lượng
1
1
1
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4
Hiệu quả làm việc nhóm
1
1
1
5
Hoàn thành công việc
ược giao úng hạn
1
1
1
6
Kết nối, giao tiếp hiệu
quả với các thành viên
1
1
1
7
Lắng nghe và tôn trọng ý
kiến của người khác
1
1
1
8
Tham gia các buổi họp
của nhóm
1
1
1
9
Hỗ trợ, giúp ỡ các
thành viên khác trong nhóm
1
1
1
10
Kỹ năng phản biện, góp ý
xây dựng khi làm việc
1
1
1
Tổng iểm cá nhân từng sinh viên
tự ánh giá:
10
10
10
Điểm nhóm thống nhất ánh giá cho
từng thành viên:
10
10
10
Sinh viên ký tên xác nhận:
Trang
Thuy
Thuong
ĐÁNH GIÁ CỦA GIẢNG VIÊN:
Ghi Ngày 05,tháng 04 năm chú:
2024
Giảng viên
……………………………,
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SPECIAL THANKS
Throughout the process of completing my report, I have been fortunate to be guided
and accompanied by Ms. Vòng Chánh Kiếu - a dedicated and knowledgeable mentor. Her
tireless dedication and attentiveness in guidance and feedback have helped me overcome
challenges, leading to a significant improvement in our report.
The invaluable guidance and advice from Ms. Vòng Chánh Kiếu have not only been a
great source of encouragement for me but have also helped me realize the true value of
research and advancement in the field of marketing management. Despite my best efforts,
our report still has many weaknesses due to limited experience. Therefore, I eagerly look
forward to receiving valuable feedback from Ms. Vòng Chánh Kiều to apply the research
findings to my professional work in the future.
I want to express my heartfelt gratitude to Ms. Vòng Chánh Kiếu not only for her
guidance but also for the respect and dedication she shows to her students. She has been an
unwavering source of motivation and a driving force for our success. Her kindness and
warmth have created a positive and motivating learning environment, and I consider myself
fortunate to learn from her. Once again, I extend my sincerest thanks to Ms. Vòng Chánh
Kiếu and hope to have the opportunity to collaborate and learn from her in the future.
Table of Contents
I. INTRODUCTORY .................................................................................................... 5
II. OUTLINE ................................................................................................................. 7
1. Executive Summary: Yome - Nurturing Skin, Caring for the Environment .......... 7
2. Situation Overview .................................................................................................. 8
2.1 Overview of the market and market trends ....................................................... 8
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2.2 Overview of company ....................................................................................... 9
2.3 Competition Analysis ....................................................................................... 9
3. SWOT Analysis ..................................................................................................... 11
4. Marketing Objectives ............................................................................................ 12
4.1 Increasing Brand and Product Awareness ...................................................... 12
4.2 Stimulating Demand for Purchasing and Using Yome Products ................... 13
4.3 Building Trust and Customer Loyalty ............................................................ 13
4.4 Increasing Sales Revenue ............................................................................... 14
4.5 Brand Positioning Statement for Soft Grass ................................................... 14
5. Target Marketing ................................................................................................... 15
6. Marketing Strategy and Tactics ............................................................................. 16
6.1 Brand ............................................................................................................... 16
6.2 Product: Yome - Nurturing Skin, Caring for the Environment ...................... 17
6.3 Services ........................................................................................................... 19
6.4 Price ................................................................................................................ 20
6.5 Promotions ...................................................................................................... 23
6.6 Communication ............................................................................................... 24
6.7 Distribution ..................................................................................................... 25
7. Marketing Budget .................................................................................................. 26
8. Implementation ...................................................................................................... 29
8.1 Scheduled Timeline for Marketing Activities ................................................ 29
8.2 Assignment of Responsibilities ...................................................................... 33
9. Monitoring and Measurement ............................................................................... 34
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9.1 How to track the success of marketing efforts ................................................ 34
9.2 Define KPIs (Key Performance Indicators) and metrics ................................ 35
9.3 Analysis tools .................................................................................................. 36
10. Conclusion .......................................................................................................... 36
References .................................................................................................................... 38
Table 1 SWOT analysis .............................................................................................. 12
Table 2 Yome Product Pricing compared tp market prices for customer .................. 21
Table 3 Yome Product Pricing for Affiliates ............................................................. 22
Table 4 Marketing Budget Allocation ........................................................................ 28
I. INTRODUCTORY
In the ever-evolving landscape of consumer behavior and market trends, businesses
are increasingly recognizing the importance of aligning their strategies with societal values
and environmental consciousness. Co Mem, a forward-thinking company committed to
sustainability and innovation, is poised to launch its latest product line, Yome, on a
significant occasion World Environment Day.
This essay delves into Co Mem's comprehensive marketing plan for the Yome product
line, designed to not only captivate the market but also to resonate deeply with consumers'
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environmental concerns. Leveraging the power of social media platforms like TikTok,
Facebook, and Instagram, Co Mem aims to make a profound statement by choosing June
5, 2024, as the launch date a day dedicated to raising awareness and taking action on
environmental issues globally.
Through meticulous preparation and strategic foresight, Co Mem seeks to make World
Environment Day not just a date on the calendar but a pivotal moment in the brand's journey
towards sustainability and consumer engagement. This marketing plan encompasses
various phases, each meticulously crafted to maximize brand exposure, educate consumers,
foster engagement, drive sales, and measure effectiveness.
As we navigate through Co Mem's innovative marketing strategies, we witness a blend
of creativity, consumer-centric approaches, and a genuine commitment to environmental
stewardship. From teaser campaigns to post-launch activities, every element is intricately
woven to leave a lasting impression on consumers and reinforce Co Mem's position as a
responsible, forward-thinking brand in tune with the times.
Join us on this journey as we unravel Co Mem's Marketing Plan for World
Environment Day, where sustainability meets innovation, and consumer engagement meets
environmental consciousness.
The report consists of 10 chapters:
Chapter 1: Executive Summary
Chapter 2: Market Analysis
Chapter 3: SWOT Analysis
Chapter 4: Marketing Objectives
Chapter 5: Target Market
Chapter 6: Marketing Strategy and Tactics
Chapter 7: Marketing Budget
Chapter 8: Implementation
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Chapter 9: Monitoring and Measurement
Chapter 10: Conclusion
II. OUTLINE
1. Executive Summary: Yome - Nurturing Skin, Caring for the Environment
Skin care is not just a beauty routine but also an expression of self-care in today's busy
life. Consumers increasingly value natural, safe, and environmentally friendly products. In
this context, the Co mem brand proudly introduces the "Yome" mask line - a refined gift
from nature for the skin.
The "Yome" product line carries a dual mission: to provide natural, effective, and safe
skin care solutions for everyone while contributing to environmental protection by using
eco-friendly ingredients and packaging. The "Yome" product line is a new mask line
consisting of five products made from natural ingredients such as Co mem and other plants.
These masks offer a unique skincare method, providing users with a natural and gentle
option for their beauty routines. The unique features of the "Yome" line include the use of
Co mem, proven to have anti-inflammatory and antioxidant properties, as well as including
other plant-derived ingredients that offer many benefits to the skin. These characteristics
make the "Yome" product line an attractive choice for consumers seeking natural and
effective skincare products.
The "Yome" product line will be officially launched on World Environment Day (June
5) as a reaffirmation of Co mem's commitment to environmental protection.
The journey to spread Yome begins with identifying the target audience: those
interested in natural, safe products, and environmental conservation. Through thorough
market research, we analyze trends, needs, and behaviors of potential customers. Our
communication strategy combines online and offline channels to effectively reach the
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target audience. Trade promotion activities create attractive incentive programs, attracting
customers to experience the product.
Yome is not only the perfect choice for a beauty journey but also the connection
between skin health and environmental protection. Let's love ourselves and join hands to
protect the environment with Yome!
#Yome #NaturalSkinCare #EnvironmentProtection
2. Situation Overview
2.1 Overview of the market and market trends
The market for natural cosmetics is experiencing a booming period, driven by the
increasing demand for health and environmental consciousness. Consumers are shifting
towards seeking safe, gentle, and sensitive-skin-friendly cosmetic products. The forecasted
growth rate of this market is high, with a Compound Annual Growth Rate (CAGR) of 9.4%
globally and 12% in Vietnam from 2022 to 2027.
With significant potential, the natural cosmetics market in Vietnam reached $300
million in 2022 and is projected to reach $600 million by 2025. Market trends clearly focus
on ingredients sourced from nature and organic sources, with notable ingredients such as
coconut oil, aloe vera, turmeric, and green tea.
Natural cosmetics products are not limited to facial skincare but also extend to haircare
and makeup. The market is segmented into three main categories: mass market, premium,
and organic. Each category caters to the needs of different consumer segments, from those
seeking cost-effective solutions to those specifically looking for high-end ingredients or
internationally certified organic products.
In the future, it seems that the natural cosmetics market will continue to grow robustly
and attract increasing attention from consumers, especially in Vietnam - one of the markets
with great potential for this industry.
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2.2 Overview of company
Founded in 2015 by Th.S, pharmacist Thuận Thảo - a former lecturer at the Hanoi
University of Pharmacy, and a former PhD student in Industrial Pharmaceutical
Technology at the University of Pharmacy in Strasbourg - the largest university in France,
Co mem Natural Cosmetics derives its name from the founder of the brand.
From its inception, Cỏ Mềm has identified its mission as providing safe, natural
alternatives to harmful chemicals for human care and protecting the sustainability of the
Earth. It upholds the core values of the brand as "Pure and Authentic" - products that are
wholesome and genuinely high-quality, prioritizing safety and effectiveness above all else.
The concept of wellness originates from ancient ingredients that have been used daily
and are essential in life but have gradually been forgotten, such as herbs: rice, vetiver, green
tea, and coriander seeds. Produced using modern technology, yet retaining purity by not
containing harmful chemicals or synthetic additives, this is the essence of Co mem
products.
Currently, the company's product range is diverse and caters to the needs of all age
groups from children to adults, including skincare, haircare, body care, essential oils,
perfumes, makeup, and products for babies. The company owns a cosmetics manufacturing
plant covering an area of 9000m2, certified to meet CGMP standards. All production
processes and raw materials are strictly controlled, and products undergo testing at the GLP
ISO 17025 certified testing laboratory before reaching customers.
To achieve its goals, Co mem is supported by a team of highly skilled and dedicated
pharmacists. Thanks to this team, Co mem has successfully distributed its products
nationwide, with 43 retail chains located in provinces and cities to serve customers
promptly and conveniently.
2.3 Competition Analysis
In the natural cosmetics market in Vietnam, the brand Co mem faces fierce
competition, with the presence of strong competitors such as The Body Shop, Sukin, The
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Face Shop, and L'Occitane, along with domestic natural cosmetics brands like Cocoon,
Laco, Thorakao, and Homelab.
While the prices of Cỏ Mềm products are average, the brand often implements
promotional programs, discounts, and giveaways to stimulate consumer purchasing
behavior. Co mem 's strength lies in its slogan "Pure and Authentic," focusing on product
quality by utilizing natural and gentle ingredients such as coffee powder, honey, herbs, and
vegetable oils, blended to create various products with relaxing scents, safe for users.
Co mem's marketing strategy is executed through various media channels, promotional
programs, and minigames, along with the launch of the music video "7 Days with Me" with
the message "As a woman, don't forget to equip yourself with your own unique scent" to
build its own brand image and message.
With a widespread distribution network including 43 stores nationwide and a dedicated
online store, Co mem has facilitated easy and quick access to its products for consumers.
However, to compete effectively in this increasingly competitive market, Co mem needs to
continue maintaining and enhancing product quality while optimizing marketing and
distribution strategies to attract and retain customers.
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3. SWOT Analysis
S (Strengths)
- Yome face masks come at a
relatively reasonable price, making
them suitable for many budgets.
- Yome is made from 100%
natural ingredients, free from harmful
chemicals, fragrances, preservatives,
suitable for all skin types, including
sensitive skin.
- The packaging design is simple
yet elegant.
- Good customer service.
W (Weaknesses)
- The brand recognition is still
limited.
- The distribution system is not
widespread enough to cover the entire
nation.
- There is a need to enhance
communication and marketing
activities on both online and offline
channels to reach a broader base of
potential customers.
- Continued investment in
research and development of the
product is necessary.
O (Opportunities)
- The natural cosmetics market in
Vietnam is growing at a rate of 30%
annually.
- There is a trend towards using
gentle and safe cosmetics, products that
are free from harmful chemicals.
- Participating in beauty expos,
organizing promotional events,
T (Threats)
- Major cosmetic companies like
L'Oréal, Unilever, Cocoon, Shiseido,
etc., have advantages in experience,
financial resources, technology, etc.,
enabling them to produce high-quality
products with strong competitiveness.
- These large cosmetic companies
may offer more competitive pricing,
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offering discounts, etc., to promote
products and brand awareness.
leading consumers to choose their
products over Yome face masks.
- Competition in terms of marketing
strategies.
Table 1 SWOT analysis
4. Marketing Objectives
4.1 Increasing Brand and Product Awareness
To achieve the goal of increasing brand recognition for Yome and Co mem products
by 20% within 6 months, an effective communication and marketing plan is essential.
Firstly, Co mem should focus on enhancing promotional strategies on social media
platforms such as Facebook, Instagram, and LinkedIn, as well as the company website. By
utilizing creative and engaging content, we can attract the attention of our target audience
and strengthen brand awareness.
Simultaneously, attracting 100,000 potential customers to sign up for information
about Yome products within 3 months is a specific and crucial objective. We can employ
targeted advertising strategies, special promotional campaigns, or integrate email
marketing campaigns to enhance the interest and engagement of potential customers.
To increase website traffic for Co mem by 30% within 1 year, we need to optimize the
website to improve user experience and enhance search performance on search engines like
Google. Creating quality content, optimizing keywords, and promoting online advertising
campaigns will help boost traffic. Additionally, optimizing SEO techniques to improve the
website's position on search engines is crucial. Furthermore, creating quality and
consistently updated content is important to attract and retain customers on the website.
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4.2 Stimulating Demand for Purchasing and Using Yome Products
To achieve the goal of increasing Yome product sales by 50% within 6 months, we
need to implement an effective marketing and sales strategy. Firstly, we need to enhance
product promotion through both traditional and digital channels such as online advertising,
email marketing, and social media advertising. Additionally, strengthening sales points and
distribution channels is crucial to increase customer reach and attraction.
To attract 1,000 new customers to purchase Yome products within 3 months, we need
to create targeted and effective advertising and marketing campaigns. Special offers,
promotional programs, and product experience events can attract interest from potential
customers. Furthermore, optimizing the website and providing detailed and engaging
product information can enhance the conversion rate from views to transactions.
To increase the customer retention rate by 20% within 1 year, we need to establish
loyalty programs and special promotions for existing customers. Providing excellent
customer service and creating positive shopping experiences can generate trust and
satisfaction from customers, thereby increasing the likelihood of repeat purchases in the
future. Additionally, collecting feedback from customers and using it to improve products
and services is crucial for maintaining and strengthening customer relationships.
4.3 Building Trust and Customer Loyalty
To achieve the goal of building trust and fostering customer loyalty, we need to focus
on improving customer experience and satisfaction, along with enhancing interaction and
communication on social media channels.
To increase customer satisfaction with Yome products to 90% within 6 months, we
need to prioritize providing excellent customer service and enhancing product quality.
Listening to customer feedback and implementing improvements based on it will help
increase satisfaction and trust from customers.
To increase Soft Grass's social media followers to 50,000 within 3 months, we need to
create quality and engaging content on social media channels such as Facebook, Instagram,
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and Twitter. Creating creative and valuable posts, images, and videos will attract attention
from the online community, thus increasing the number of followers.
To increase the rate of customer referrals for Yome products to friends and family by
30% within 1 year, we need to create attractive referral programs and offers. Additionally,
creating a positive shopping experience and fostering a community for sharing information
and product experiences will encourage customers to refer the product to their friends and
family.
4.4 Increasing Sales Revenue
To achieve the goal of increasing sales revenue, specifically reaching 1 billion VND
for Yome products within 6 months and capturing 10% market share of natural face masks
within 1 year, we need to implement robust marketing and sales strategies.
To achieve 1 billion VND revenue for Yome products within 6 months, we need to
focus on enhancing customer outreach and conversion. Online advertising and
communication campaigns will help increase the efficiency of reaching the target audience.
Additionally, optimizing sales processes and strengthening sales points are crucial parts of
this strategy.
To capture 10% market share of natural face masks within 1 year, we need to develop
a comprehensive and effective marketing strategy. Market research and competitive
analysis will help us better understand customer needs and opportunities in the market.
Subsequently, we can focus on product development, creating specialized advertising and
marketing campaigns to attract and retain customers. Moreover, building a strong brand
and creating a unique product differentiation will help us attract attention from customers
and effectively capture market share.
4.5 Brand Positioning Statement for Soft Grass
To achieve the goal of asserting the brand positioning of Co mem, specific strategies
need to be implemented to build and reinforce the brand image, enhance value, and
competitiveness in the market.
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Firstly, we need to focus on defining Co mem's position as a reputable and reliable
brand in the natural skincare products sector. This can be achieved by emphasizing product
quality, using natural and skin-safe ingredients, along with establishing stringent quality
control systems. Additionally, marketing campaigns and PR efforts should be executed to
enhance brand credibility and trustworthiness among customers.
Next, to enhance the brand value of Co mem, we need to develop a clear and unique
brand message that reflects core values such as naturalness and safety. Creating positive
experiences for customers through excellent customer service and interactive events will
also help strengthen the brand value. Furthermore, the development of new products and
complementary services is essential to increasing brand value.
Lastly, to improve competitiveness in the market, thorough market research and
competitive analysis are necessary to understand the business environment and competitive
rivals better. Developing effective marketing and sales strategies will enhance the brand's
presence and reach to potential customers. Moreover, offering incentives and promotional
programs will attract and retain customers, thus increasing their loyalty.
5. Target Marketing
Co mem targets a diverse and varied customer base, with a particular focus on women
aged 20 to 45. This demographic represents the primary target audience with a demand for
skincare products, especially face masks, to improve skin quality and prevent aging. They
are willing to invest in high-quality products and prioritize items with natural origins that
are safe for the skin. Additionally, women aged 18 to 35 are another important market
segment for Co mem, demonstrating high demand for skincare and a preference for natural
products.
Furthermore, Co mem pays special attention to customers with specific skin concerns
such as acne, hyperpigmentation, freckles, and aging. For them, highly effective and
clinically proven face mask products are a top priority, and they are willing to invest in safe
and natural ingredients. This group includes pregnant or postpartum individuals seeking
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safe skincare products for both themselves and their babies, emphasizing the importance of
natural ingredients.
Another segment includes individuals interested in health and the environment,
preferring products free from harmful chemicals and eco-friendly. Moreover, even those
with moderate to high incomes are willing to invest in high-quality skincare products.
Individuals fond of handmade and natural products, particularly those made from natural
ingredients and safe for the skin, also express interest.
Understanding the characteristics and needs of each customer segment is crucial for
Co mem to develop and reach its target market effectively. Moreover, expanding into other
potential markets presents significant opportunities. The increasing demand for skincare
among men offers a chance for developing face mask products specifically tailored for
them. For younger demographics, creating attractively designed and affordable products
can capture their interest. Finally, the international market is a potential avenue for Co mem
to export its face mask products to regions with high demand for natural skincare, opening
up significant opportunities for global sales growth.
6. Marketing Strategy and Tactics
6.1 Brand
Co mem is not just a cosmetics brand, but also a symbol of natural beauty and safety
for the skin. With the slogan "Co mem - Beauty from Nature", the brand has been
committed to providing high-quality products that are safe for users and environmentally
friendly.
With core values of safety, effectiveness, and environmental friendliness, Co mem
continually researches and develops exclusive formulas. The brand's products are crafted
from 100% natural ingredients, combined with nano-technology and organic coconut oil,
helping the skin absorb nutrients better and achieve long-lasting results.
Not only a skincare product, Co mem is also a symbol of sophistication and excitement
in the user experience. The diversity and suitability of the products, as well as the
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reasonable price and convenience in use, have attracted attention and trust from a wide
range of customers.
With a mission to personalize and build trust, Co mem not only meets the skincare
needs of each customer but also creates a sense of security and comfort every time the
product is used. This has helped the brand build a dedicated and passionate community of
fans.
6.2 Product: Yome - Nurturing Skin, Caring for the Environment
Picture 1 Yome product line logo
On the occasion of World Environment Day on June 5, 2024, Co mem is taking a step
further in caring for and protecting your skin with a new product line - Yome - Nurturing
Skin, Loving the Environment face masks. This is not only a new milestone in the beauty
industry but also a positive contribution to protecting and honoring the beauty of nature.
Co mem's collection of natural face masks not only brings new and unique products
but also demonstrates special care for both the skin and the environment. From moisturizing
sleeping masks to deep-cleansing clay masks, each product is meticulously crafted from
natural ingredients, helping the skin become healthy and radiant while being
environmentally friendly.
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6.2.1 Oatmeal & Yogurt Sleeping Mask
Let Co mem guide you on a journey of skincare, enjoying restful nights and waking up
with soft, smooth skin thanks to the power of the Oatmeal & Yogurt sleeping mask.
Combined from natural ingredients such as pure oatmeal rich in protein, beta-glucan, and
vitamin E, along with organic yogurt containing lactic acid, this mask provides deep
moisturizing effects, softens the skin, and reduces irritation. Moreover, honey and coconut
oil help protect and antioxidize, leaving your skin soft, smooth, and radiant. Suitable for all
skin types, especially dry, sensitive, and dull skin, this mask is the perfect choice for every
evening to rejuvenate and restore your skin after a long day.
6.2.2 Mineral Mud & Chamomile Clay Mask
Immerse yourself in relaxation with the Mineral Mud & Chamomile clay mask, helping
to remove dirt and control oil for clean and refreshed skin. This mask, combined with deep-
cleansing mineral mud and gentle chamomile, not only helps tighten pores but also reduces
acne and prevents future breakouts. Suitable for oily, combination, and acneprone skin, this
mask will be your reliable companion in daily skincare routine.
6.2.3 Coconut Jelly & Aloe Vera Mask
Keep your skin always hydrated and deeply moisturized with the Coconut Jelly & Aloe
Vera mask. The perfect combination of coconut water provides instant hydration and aloe
vera soothes the skin, reducing irritation and redness, leaving the skin bright, smooth, and
even-toned. Suitable for all skin types, especially dry and sensitive skin, this mask is the
perfect choice to soothe and rejuvenate your skin.
6.2.4 Honey & Strawberry Lip Mask
Don't forget to care for your soft and rosy lips with the Honey & Strawberry lip mask.
With moisturizing ingredients such as honey, strawberries, and coconut oil, this mask helps
hydrate, soften the lips, and prevent chapping, keeping your lips plump, rosy, and attractive.
lOMoARcPSD|49670689
19
6.2.5 Bitter Gourd & Chamomile Eye Mask
Finally, take care of the delicate and sensitive eye area with the Bitter Gourd &
Chamomile eye mask. Helping reduce eye bags and wrinkles, this mask contains
ingredients such as bitter gourd and chamomile, brightening the eye area and reducing
tension for tired eyes. Suitable for all skin types, especially sensitive skin, this mask will
be the ideal companion in caring for the delicate eye area.
On this occasion, Co mem once again reaffirms its commitment to bringing satisfaction
and confidence to customers while spreading the message of environmental protection
awareness. Let's join us in the journey of loving our skin and protecting our growing green
planet!
Co mem's natural products are not only the perfect choice for your skin but also a small
yet meaningful contribution to environmental protection. Let's spread love to nature on this
special occasion and together aim for a clean and sustainable future!
6.3 Services
In a fiercely competitive market world where customers demand more than ever,
providing efficient customer service and promotion programs becomes a crucial point to
attract and retain customers. This is not only a task but also an opportunity for Co mem to
make a difference and enhance competitiveness.
With 24/7 free product consultation service, Co mem puts the power of knowledge and
enthusiasm into providing the most comprehensive and accurate information about the
products. Co mem believes that the ability to quickly and accurately address any customer
inquiries will build trust and satisfaction, thereby establishing long-term and sustainable
relationships.
In the field of delivery, Co mem not only promises but also acts. With a guarantee of
speed and quality, always prioritizing the interests of customers, providing absolute peace
of mind and satisfaction.
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lOMoARcPSD| 49670689
BỘ GIÁO DỤC & ĐÀO TẠO TP.HCM
ĐẠI HỌC KINH TẾ TÀI CHÍNH TP. HỒ CHÍ MINH FINAL REPORT MARKETING
PLAN FOR CO MEM ON WORLD ENVIRONMENT DAY.
Lecturer: ThS. Vòng Chánh Kiếu Contributors' Participation:
1. Lê Thị Thùy Trang - 225015927
2. Trần Thị Bé Thủy - 225980692
3. Trịnh Hoài Thương - 225991580 MARKETING MANAGEMENT
Thành phố Hồ Chí Minh, ngày 05 tháng 04 năm 2023 lOMoARcPSD| 49670689 Mẫu 2
PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC CỦA NHÓM 7
Đánh giá óng góp thành viên trong việc chuẩn bị bài thuyết trình trên
lớp theo mỗi bài học và báo cáo cuối kỳ
MÔN HỌC: MARKETING MANAGEMENT, MÃ MÔN HỌC:
MKT1105E, LỚP: A05E HỌC KỲ:2A NĂM HỌC: 2023 – 2024
Kết quả ánh giá làm việc
0,75 = Có kỹ năng, tỷ lệ óng
nhóm của sinh viên: (10 iểm = góp ở mức khá 100%)
1,0 = Có kỹ năng, tỷ lệ óng góp ở
Thang iểm: 0,0 = Không tham gia, mức tốt tỷ lệ óng góp bằng không
Điểm cộng: Nhóm trưởng có năng 0,25 = Có một số kỹ năng, tỷ
lệ lực tổ chức, iều phối tốt thì óng góp dưới mức trung bình
Giảng viên xem xét có thể dành
0,5 = Có kỹ năng, tỷ lệ óng góp ở tặng thêm 1,0 iểm cộng mức trung bình Lê Thị Tiêu chí Trần
(mỗi tiêu chí tối a 1,0 iểm, Thùy Thị Bé STT
10 tiêu chí = 10 iểm) Trang Thủy
Trịnh Hoài Thương 1
Có nhiều sáng kiến, ý 1 1 1 kiến óng góp 2
Chia sẻ, thảo luận với 1 1 1
nhóm về công việc ang thực hiện 3
Chuẩn bị công việc một 1 1 1
cách chu áo, chất lượng 1 lOMoARcPSD| 49670689 4
Hiệu quả làm việc nhóm 1 1 1 5
Hoàn thành công việc 1 1 1
ược giao úng hạn 6
Kết nối, giao tiếp hiệu 1 1 1
quả với các thành viên 7
Lắng nghe và tôn trọng ý 1 1 1
kiến của người khác 8
Tham gia các buổi họp 1 1 1 của nhóm 9 1 1 1 Hỗ trợ, giúp ỡ các
thành viên khác trong nhóm 10
Kỹ năng phản biện, góp ý 1 1 1
xây dựng khi làm việc
Tổng iểm cá nhân từng sinh viên 10 10 10 tự ánh giá:
Điểm nhóm thống nhất ánh giá cho 10 10 10 từng thành viên: Thuy Thuong
Sinh viên ký tên xác nhận: Trang
ĐÁNH GIÁ CỦA GIẢNG VIÊN:
Ghi Ngày 05,tháng 04 năm chú: 2024 Giảng viên
……………………………, 2 lOMoARcPSD| 49670689 SPECIAL THANKS
Throughout the process of completing my report, I have been fortunate to be guided
and accompanied by Ms. Vòng Chánh Kiếu - a dedicated and knowledgeable mentor. Her
tireless dedication and attentiveness in guidance and feedback have helped me overcome
challenges, leading to a significant improvement in our report.
The invaluable guidance and advice from Ms. Vòng Chánh Kiếu have not only been a
great source of encouragement for me but have also helped me realize the true value of
research and advancement in the field of marketing management. Despite my best efforts,
our report still has many weaknesses due to limited experience. Therefore, I eagerly look
forward to receiving valuable feedback from Ms. Vòng Chánh Kiều to apply the research
findings to my professional work in the future.
I want to express my heartfelt gratitude to Ms. Vòng Chánh Kiếu not only for her
guidance but also for the respect and dedication she shows to her students. She has been an
unwavering source of motivation and a driving force for our success. Her kindness and
warmth have created a positive and motivating learning environment, and I consider myself
fortunate to learn from her. Once again, I extend my sincerest thanks to Ms. Vòng Chánh
Kiếu and hope to have the opportunity to collaborate and learn from her in the future. Table of Contents
I. INTRODUCTORY .................................................................................................... 5
II. OUTLINE ................................................................................................................. 7
1. Executive Summary: Yome - Nurturing Skin, Caring for the Environment .......... 7
2. Situation Overview .................................................................................................. 8
2.1 Overview of the market and market trends ....................................................... 8 3 lOMoARcPSD| 49670689
2.2 Overview of company ....................................................................................... 9
2.3 Competition Analysis ....................................................................................... 9
3. SWOT Analysis ..................................................................................................... 11
4. Marketing Objectives ............................................................................................ 12
4.1 Increasing Brand and Product Awareness ...................................................... 12
4.2 Stimulating Demand for Purchasing and Using Yome Products ................... 13
4.3 Building Trust and Customer Loyalty ............................................................ 13
4.4 Increasing Sales Revenue ............................................................................... 14
4.5 Brand Positioning Statement for Soft Grass ................................................... 14
5. Target Marketing ................................................................................................... 15
6. Marketing Strategy and Tactics ............................................................................. 16
6.1 Brand ............................................................................................................... 16
6.2 Product: Yome - Nurturing Skin, Caring for the Environment ...................... 17
6.3 Services ........................................................................................................... 19
6.4 Price ................................................................................................................ 20
6.5 Promotions ...................................................................................................... 23
6.6 Communication ............................................................................................... 24
6.7 Distribution ..................................................................................................... 25
7. Marketing Budget .................................................................................................. 26
8. Implementation ...................................................................................................... 29
8.1 Scheduled Timeline for Marketing Activities ................................................ 29
8.2 Assignment of Responsibilities ...................................................................... 33
9. Monitoring and Measurement ............................................................................... 34 4 lOMoARcPSD| 49670689
9.1 How to track the success of marketing efforts ................................................ 34
9.2 Define KPIs (Key Performance Indicators) and metrics ................................ 35
9.3 Analysis tools .................................................................................................. 36
10. Conclusion .......................................................................................................... 36
References .................................................................................................................... 38
Table 1 SWOT analysis .............................................................................................. 12
Table 2 Yome Product Pricing compared tp market prices for customer .................. 21
Table 3 Yome Product Pricing for Affiliates ............................................................. 22
Table 4 Marketing Budget Allocation ........................................................................ 28 I. INTRODUCTORY
In the ever-evolving landscape of consumer behavior and market trends, businesses
are increasingly recognizing the importance of aligning their strategies with societal values
and environmental consciousness. Co Mem, a forward-thinking company committed to
sustainability and innovation, is poised to launch its latest product line, Yome, on a
significant occasion – World Environment Day.
This essay delves into Co Mem's comprehensive marketing plan for the Yome product
line, designed to not only captivate the market but also to resonate deeply with consumers' 5 lOMoAR cPSD| 49670689
environmental concerns. Leveraging the power of social media platforms like TikTok,
Facebook, and Instagram, Co Mem aims to make a profound statement by choosing June
5, 2024, as the launch date – a day dedicated to raising awareness and taking action on
environmental issues globally.
Through meticulous preparation and strategic foresight, Co Mem seeks to make World
Environment Day not just a date on the calendar but a pivotal moment in the brand's journey
towards sustainability and consumer engagement. This marketing plan encompasses
various phases, each meticulously crafted to maximize brand exposure, educate consumers,
foster engagement, drive sales, and measure effectiveness.
As we navigate through Co Mem's innovative marketing strategies, we witness a blend
of creativity, consumer-centric approaches, and a genuine commitment to environmental
stewardship. From teaser campaigns to post-launch activities, every element is intricately
woven to leave a lasting impression on consumers and reinforce Co Mem's position as a
responsible, forward-thinking brand in tune with the times.
Join us on this journey as we unravel Co Mem's Marketing Plan for World
Environment Day, where sustainability meets innovation, and consumer engagement meets environmental consciousness.
The report consists of 10 chapters: Chapter 1: Executive Summary Chapter 2: Market Analysis Chapter 3: SWOT Analysis
Chapter 4: Marketing Objectives Chapter 5: Target Market
Chapter 6: Marketing Strategy and Tactics Chapter 7: Marketing Budget Chapter 8: Implementation 6 lOMoARcPSD| 49670689
Chapter 9: Monitoring and Measurement Chapter 10: Conclusion II. OUTLINE
1. Executive Summary: Yome - Nurturing Skin, Caring for the Environment
Skin care is not just a beauty routine but also an expression of self-care in today's busy
life. Consumers increasingly value natural, safe, and environmentally friendly products. In
this context, the Co mem brand proudly introduces the "Yome" mask line - a refined gift from nature for the skin.
The "Yome" product line carries a dual mission: to provide natural, effective, and safe
skin care solutions for everyone while contributing to environmental protection by using
eco-friendly ingredients and packaging. The "Yome" product line is a new mask line
consisting of five products made from natural ingredients such as Co mem and other plants.
These masks offer a unique skincare method, providing users with a natural and gentle
option for their beauty routines. The unique features of the "Yome" line include the use of
Co mem, proven to have anti-inflammatory and antioxidant properties, as well as including
other plant-derived ingredients that offer many benefits to the skin. These characteristics
make the "Yome" product line an attractive choice for consumers seeking natural and effective skincare products.
The "Yome" product line will be officially launched on World Environment Day (June
5) as a reaffirmation of Co mem's commitment to environmental protection.
The journey to spread Yome begins with identifying the target audience: those
interested in natural, safe products, and environmental conservation. Through thorough
market research, we analyze trends, needs, and behaviors of potential customers. Our
communication strategy combines online and offline channels to effectively reach the 7 lOMoARcPSD| 49670689
target audience. Trade promotion activities create attractive incentive programs, attracting
customers to experience the product.
Yome is not only the perfect choice for a beauty journey but also the connection
between skin health and environmental protection. Let's love ourselves and join hands to
protect the environment with Yome!
#Yome #NaturalSkinCare #EnvironmentProtection 2. Situation Overview
2.1 Overview of the market and market trends
The market for natural cosmetics is experiencing a booming period, driven by the
increasing demand for health and environmental consciousness. Consumers are shifting
towards seeking safe, gentle, and sensitive-skin-friendly cosmetic products. The forecasted
growth rate of this market is high, with a Compound Annual Growth Rate (CAGR) of 9.4%
globally and 12% in Vietnam from 2022 to 2027.
With significant potential, the natural cosmetics market in Vietnam reached $300
million in 2022 and is projected to reach $600 million by 2025. Market trends clearly focus
on ingredients sourced from nature and organic sources, with notable ingredients such as
coconut oil, aloe vera, turmeric, and green tea.
Natural cosmetics products are not limited to facial skincare but also extend to haircare
and makeup. The market is segmented into three main categories: mass market, premium,
and organic. Each category caters to the needs of different consumer segments, from those
seeking cost-effective solutions to those specifically looking for high-end ingredients or
internationally certified organic products.
In the future, it seems that the natural cosmetics market will continue to grow robustly
and attract increasing attention from consumers, especially in Vietnam - one of the markets
with great potential for this industry. 8 lOMoARcPSD| 49670689
2.2 Overview of company
Founded in 2015 by Th.S, pharmacist Thuận Thảo - a former lecturer at the Hanoi
University of Pharmacy, and a former PhD student in Industrial Pharmaceutical
Technology at the University of Pharmacy in Strasbourg - the largest university in France,
Co mem Natural Cosmetics derives its name from the founder of the brand.
From its inception, Cỏ Mềm has identified its mission as providing safe, natural
alternatives to harmful chemicals for human care and protecting the sustainability of the
Earth. It upholds the core values of the brand as "Pure and Authentic" - products that are
wholesome and genuinely high-quality, prioritizing safety and effectiveness above all else.
The concept of wellness originates from ancient ingredients that have been used daily
and are essential in life but have gradually been forgotten, such as herbs: rice, vetiver, green
tea, and coriander seeds. Produced using modern technology, yet retaining purity by not
containing harmful chemicals or synthetic additives, this is the essence of Co mem products.
Currently, the company's product range is diverse and caters to the needs of all age
groups from children to adults, including skincare, haircare, body care, essential oils,
perfumes, makeup, and products for babies. The company owns a cosmetics manufacturing
plant covering an area of 9000m2, certified to meet CGMP standards. All production
processes and raw materials are strictly controlled, and products undergo testing at the GLP
ISO 17025 certified testing laboratory before reaching customers.
To achieve its goals, Co mem is supported by a team of highly skilled and dedicated
pharmacists. Thanks to this team, Co mem has successfully distributed its products
nationwide, with 43 retail chains located in provinces and cities to serve customers promptly and conveniently.
2.3 Competition Analysis
In the natural cosmetics market in Vietnam, the brand Co mem faces fierce
competition, with the presence of strong competitors such as The Body Shop, Sukin, The 9 lOMoARcPSD| 49670689
Face Shop, and L'Occitane, along with domestic natural cosmetics brands like Cocoon, Laco, Thorakao, and Homelab.
While the prices of Cỏ Mềm products are average, the brand often implements
promotional programs, discounts, and giveaways to stimulate consumer purchasing
behavior. Co mem 's strength lies in its slogan "Pure and Authentic," focusing on product
quality by utilizing natural and gentle ingredients such as coffee powder, honey, herbs, and
vegetable oils, blended to create various products with relaxing scents, safe for users.
Co mem's marketing strategy is executed through various media channels, promotional
programs, and minigames, along with the launch of the music video "7 Days with Me" with
the message "As a woman, don't forget to equip yourself with your own unique scent" to
build its own brand image and message.
With a widespread distribution network including 43 stores nationwide and a dedicated
online store, Co mem has facilitated easy and quick access to its products for consumers.
However, to compete effectively in this increasingly competitive market, Co mem needs to
continue maintaining and enhancing product quality while optimizing marketing and
distribution strategies to attract and retain customers. 10 lOMoARcPSD| 49670689 3. SWOT Analysis S (Strengths) W (Weaknesses) - Yome face masks come at a
relatively reasonable price, making
- The brand recognition is still
them suitable for many budgets. limited. - Yome is made from 100%
- The distribution system is not
natural ingredients, free from harmful widespread enough to cover the entire
chemicals, fragrances, preservatives, nation.
suitable for all skin types, including - There is a need to enhance sensitive skin. communication and marketing
- The packaging design is simple activities on both online and offline yet elegant.
channels to reach a broader base of potential customers. - Good customer service. - Continued investment in
research and development of the product is necessary. O (Opportunities) T (Threats)
- The natural cosmetics market in
- Major cosmetic companies like
Vietnam is growing at a rate of 30% L'Oréal, Unilever, Cocoon, Shiseido, annually.
etc., have advantages in experience,
- There is a trend towards using financial resources, technology, etc.,
gentle and safe cosmetics, products that enabling them to produce high-quality
are free from harmful chemicals.
products with strong competitiveness.
- Participating in beauty expos,
- These large cosmetic companies
organizing promotional events,
may offer more competitive pricing, 11 lOMoARcPSD| 49670689
offering discounts, etc., to promote leading consumers to choose their products and brand awareness.
products over Yome face masks.
- Competition in terms of marketing strategies. Table 1 SWOT analysis
4. Marketing Objectives
4.1 Increasing Brand and Product Awareness
To achieve the goal of increasing brand recognition for Yome and Co mem products
by 20% within 6 months, an effective communication and marketing plan is essential.
Firstly, Co mem should focus on enhancing promotional strategies on social media
platforms such as Facebook, Instagram, and LinkedIn, as well as the company website. By
utilizing creative and engaging content, we can attract the attention of our target audience
and strengthen brand awareness.
Simultaneously, attracting 100,000 potential customers to sign up for information
about Yome products within 3 months is a specific and crucial objective. We can employ
targeted advertising strategies, special promotional campaigns, or integrate email
marketing campaigns to enhance the interest and engagement of potential customers.
To increase website traffic for Co mem by 30% within 1 year, we need to optimize the
website to improve user experience and enhance search performance on search engines like
Google. Creating quality content, optimizing keywords, and promoting online advertising
campaigns will help boost traffic. Additionally, optimizing SEO techniques to improve the
website's position on search engines is crucial. Furthermore, creating quality and
consistently updated content is important to attract and retain customers on the website. 12 lOMoARcPSD| 49670689
4.2 Stimulating Demand for Purchasing and Using Yome Products
To achieve the goal of increasing Yome product sales by 50% within 6 months, we
need to implement an effective marketing and sales strategy. Firstly, we need to enhance
product promotion through both traditional and digital channels such as online advertising,
email marketing, and social media advertising. Additionally, strengthening sales points and
distribution channels is crucial to increase customer reach and attraction.
To attract 1,000 new customers to purchase Yome products within 3 months, we need
to create targeted and effective advertising and marketing campaigns. Special offers,
promotional programs, and product experience events can attract interest from potential
customers. Furthermore, optimizing the website and providing detailed and engaging
product information can enhance the conversion rate from views to transactions.
To increase the customer retention rate by 20% within 1 year, we need to establish
loyalty programs and special promotions for existing customers. Providing excellent
customer service and creating positive shopping experiences can generate trust and
satisfaction from customers, thereby increasing the likelihood of repeat purchases in the
future. Additionally, collecting feedback from customers and using it to improve products
and services is crucial for maintaining and strengthening customer relationships.
4.3 Building Trust and Customer Loyalty
To achieve the goal of building trust and fostering customer loyalty, we need to focus
on improving customer experience and satisfaction, along with enhancing interaction and
communication on social media channels.
To increase customer satisfaction with Yome products to 90% within 6 months, we
need to prioritize providing excellent customer service and enhancing product quality.
Listening to customer feedback and implementing improvements based on it will help
increase satisfaction and trust from customers.
To increase Soft Grass's social media followers to 50,000 within 3 months, we need to
create quality and engaging content on social media channels such as Facebook, Instagram, 13 lOMoARcPSD| 49670689
and Twitter. Creating creative and valuable posts, images, and videos will attract attention
from the online community, thus increasing the number of followers.
To increase the rate of customer referrals for Yome products to friends and family by
30% within 1 year, we need to create attractive referral programs and offers. Additionally,
creating a positive shopping experience and fostering a community for sharing information
and product experiences will encourage customers to refer the product to their friends and family.
4.4 Increasing Sales Revenue
To achieve the goal of increasing sales revenue, specifically reaching 1 billion VND
for Yome products within 6 months and capturing 10% market share of natural face masks
within 1 year, we need to implement robust marketing and sales strategies.
To achieve 1 billion VND revenue for Yome products within 6 months, we need to
focus on enhancing customer outreach and conversion. Online advertising and
communication campaigns will help increase the efficiency of reaching the target audience.
Additionally, optimizing sales processes and strengthening sales points are crucial parts of this strategy.
To capture 10% market share of natural face masks within 1 year, we need to develop
a comprehensive and effective marketing strategy. Market research and competitive
analysis will help us better understand customer needs and opportunities in the market.
Subsequently, we can focus on product development, creating specialized advertising and
marketing campaigns to attract and retain customers. Moreover, building a strong brand
and creating a unique product differentiation will help us attract attention from customers
and effectively capture market share.
4.5 Brand Positioning Statement for Soft Grass
To achieve the goal of asserting the brand positioning of Co mem, specific strategies
need to be implemented to build and reinforce the brand image, enhance value, and
competitiveness in the market. 14 lOMoARcPSD| 49670689
Firstly, we need to focus on defining Co mem's position as a reputable and reliable
brand in the natural skincare products sector. This can be achieved by emphasizing product
quality, using natural and skin-safe ingredients, along with establishing stringent quality
control systems. Additionally, marketing campaigns and PR efforts should be executed to
enhance brand credibility and trustworthiness among customers.
Next, to enhance the brand value of Co mem, we need to develop a clear and unique
brand message that reflects core values such as naturalness and safety. Creating positive
experiences for customers through excellent customer service and interactive events will
also help strengthen the brand value. Furthermore, the development of new products and
complementary services is essential to increasing brand value.
Lastly, to improve competitiveness in the market, thorough market research and
competitive analysis are necessary to understand the business environment and competitive
rivals better. Developing effective marketing and sales strategies will enhance the brand's
presence and reach to potential customers. Moreover, offering incentives and promotional
programs will attract and retain customers, thus increasing their loyalty. 5. Target Marketing
Co mem targets a diverse and varied customer base, with a particular focus on women
aged 20 to 45. This demographic represents the primary target audience with a demand for
skincare products, especially face masks, to improve skin quality and prevent aging. They
are willing to invest in high-quality products and prioritize items with natural origins that
are safe for the skin. Additionally, women aged 18 to 35 are another important market
segment for Co mem, demonstrating high demand for skincare and a preference for natural products.
Furthermore, Co mem pays special attention to customers with specific skin concerns
such as acne, hyperpigmentation, freckles, and aging. For them, highly effective and
clinically proven face mask products are a top priority, and they are willing to invest in safe
and natural ingredients. This group includes pregnant or postpartum individuals seeking 15 lOMoARcPSD| 49670689
safe skincare products for both themselves and their babies, emphasizing the importance of natural ingredients.
Another segment includes individuals interested in health and the environment,
preferring products free from harmful chemicals and eco-friendly. Moreover, even those
with moderate to high incomes are willing to invest in high-quality skincare products.
Individuals fond of handmade and natural products, particularly those made from natural
ingredients and safe for the skin, also express interest.
Understanding the characteristics and needs of each customer segment is crucial for
Co mem to develop and reach its target market effectively. Moreover, expanding into other
potential markets presents significant opportunities. The increasing demand for skincare
among men offers a chance for developing face mask products specifically tailored for
them. For younger demographics, creating attractively designed and affordable products
can capture their interest. Finally, the international market is a potential avenue for Co mem
to export its face mask products to regions with high demand for natural skincare, opening
up significant opportunities for global sales growth.
6. Marketing Strategy and Tactics 6.1 Brand
Co mem is not just a cosmetics brand, but also a symbol of natural beauty and safety
for the skin. With the slogan "Co mem - Beauty from Nature", the brand has been
committed to providing high-quality products that are safe for users and environmentally friendly.
With core values of safety, effectiveness, and environmental friendliness, Co mem
continually researches and develops exclusive formulas. The brand's products are crafted
from 100% natural ingredients, combined with nano-technology and organic coconut oil,
helping the skin absorb nutrients better and achieve long-lasting results.
Not only a skincare product, Co mem is also a symbol of sophistication and excitement
in the user experience. The diversity and suitability of the products, as well as the 16 lOMoARcPSD| 49670689
reasonable price and convenience in use, have attracted attention and trust from a wide range of customers.
With a mission to personalize and build trust, Co mem not only meets the skincare
needs of each customer but also creates a sense of security and comfort every time the
product is used. This has helped the brand build a dedicated and passionate community of fans.
6.2 Product: Yome - Nurturing Skin, Caring for the Environment
Picture 1 Yome product line logo
On the occasion of World Environment Day on June 5, 2024, Co mem is taking a step
further in caring for and protecting your skin with a new product line - Yome - Nurturing
Skin, Loving the Environment face masks. This is not only a new milestone in the beauty
industry but also a positive contribution to protecting and honoring the beauty of nature.
Co mem's collection of natural face masks not only brings new and unique products
but also demonstrates special care for both the skin and the environment. From moisturizing
sleeping masks to deep-cleansing clay masks, each product is meticulously crafted from
natural ingredients, helping the skin become healthy and radiant while being environmentally friendly. 17 lOMoARcPSD| 49670689
6.2.1 Oatmeal & Yogurt Sleeping Mask
Let Co mem guide you on a journey of skincare, enjoying restful nights and waking up
with soft, smooth skin thanks to the power of the Oatmeal & Yogurt sleeping mask.
Combined from natural ingredients such as pure oatmeal rich in protein, beta-glucan, and
vitamin E, along with organic yogurt containing lactic acid, this mask provides deep
moisturizing effects, softens the skin, and reduces irritation. Moreover, honey and coconut
oil help protect and antioxidize, leaving your skin soft, smooth, and radiant. Suitable for all
skin types, especially dry, sensitive, and dull skin, this mask is the perfect choice for every
evening to rejuvenate and restore your skin after a long day.
6.2.2 Mineral Mud & Chamomile Clay Mask
Immerse yourself in relaxation with the Mineral Mud & Chamomile clay mask, helping
to remove dirt and control oil for clean and refreshed skin. This mask, combined with deep-
cleansing mineral mud and gentle chamomile, not only helps tighten pores but also reduces
acne and prevents future breakouts. Suitable for oily, combination, and acneprone skin, this
mask will be your reliable companion in daily skincare routine.
6.2.3 Coconut Jelly & Aloe Vera Mask
Keep your skin always hydrated and deeply moisturized with the Coconut Jelly & Aloe
Vera mask. The perfect combination of coconut water provides instant hydration and aloe
vera soothes the skin, reducing irritation and redness, leaving the skin bright, smooth, and
even-toned. Suitable for all skin types, especially dry and sensitive skin, this mask is the
perfect choice to soothe and rejuvenate your skin.
6.2.4 Honey & Strawberry Lip Mask
Don't forget to care for your soft and rosy lips with the Honey & Strawberry lip mask.
With moisturizing ingredients such as honey, strawberries, and coconut oil, this mask helps
hydrate, soften the lips, and prevent chapping, keeping your lips plump, rosy, and attractive. 18 lOMoARcPSD| 49670689
6.2.5 Bitter Gourd & Chamomile Eye Mask
Finally, take care of the delicate and sensitive eye area with the Bitter Gourd &
Chamomile eye mask. Helping reduce eye bags and wrinkles, this mask contains
ingredients such as bitter gourd and chamomile, brightening the eye area and reducing
tension for tired eyes. Suitable for all skin types, especially sensitive skin, this mask will
be the ideal companion in caring for the delicate eye area.
On this occasion, Co mem once again reaffirms its commitment to bringing satisfaction
and confidence to customers while spreading the message of environmental protection
awareness. Let's join us in the journey of loving our skin and protecting our growing green planet!
Co mem's natural products are not only the perfect choice for your skin but also a small
yet meaningful contribution to environmental protection. Let's spread love to nature on this
special occasion and together aim for a clean and sustainable future! 6.3 Services
In a fiercely competitive market world where customers demand more than ever,
providing efficient customer service and promotion programs becomes a crucial point to
attract and retain customers. This is not only a task but also an opportunity for Co mem to
make a difference and enhance competitiveness.
With 24/7 free product consultation service, Co mem puts the power of knowledge and
enthusiasm into providing the most comprehensive and accurate information about the
products. Co mem believes that the ability to quickly and accurately address any customer
inquiries will build trust and satisfaction, thereby establishing long-term and sustainable relationships.
In the field of delivery, Co mem not only promises but also acts. With a guarantee of
speed and quality, always prioritizing the interests of customers, providing absolute peace of mind and satisfaction. 19