MARKETING COMMUNICATION PLANS DECUMAR ADVANCED ACNE PREVENTION

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS & FINANCE FACULTY OF PUBLIC RELATIONS & COMMUNICATION MARKETING COMMUNICATION FINAL REPORT Lecturer: Group: MSc Huỳnh Nguyễn Kim Phượng Clown Angels Ho Chi Minh City, October 16, 2022 LECTURER’S COMMENTS LIST OF GROUP MEMBERS No Table of Contents INTRODUCTION THE PROCESS OF FORMATION AND DEVELOPMENT AWAKENING THE POTENTIAL OF VIETNAMESE HERBAL MEDICINE AFFIRMING BRAND VALUE JOURNEY TO THE BIG SEA SOCIAL SECURITY IS THE FOUNDATION FOR SUSTAINABLE DEVELOPMENT MISSION VISION CORE VALUE PRODUCT INTRODUCTION BUSINESS OBJECTIVE MARKETING OBJECTIVE MARKET SEGMENTATION AND POSITIONING SEGMENTATION POSITIONING TARGET COSTUMER COMPETITORS ANALYSIS 12 DECUMAR ACNES THAI DUONG TERMERIC CREAM SWOT ANALYSIS 13 STRENGTHS WEAKNESSES OPPORTUNITIES THREATS MARKETING STRATEGY 14 MEANING COMMUNICATION MESSAGE MARKETING OBJECTIVES METHOD COMMUNICATION AND PROMOTION STRATEGY MARKETING MIX 16 PRODUCT PRICE PLACE PROMOTION TIMELINE 25 BUDGET 26 APPENDIX 28 MARKETING COMMUNICATION PLANS DECUMAR ADVANCED ACNE PREVENTION INTRODUCTION I THE PROCESS OF FORMATION AND DEVELOPMENT CVI Pharma's full name is CVI Cosmetics Pharmaceutical Joint Stock Company was established from the desire to bring great achievements of science and technology in the world to the domestic pharmaceutical industry of two former students of the University of Pharmacy Hanoi – Mr Phan Van Hieu and Mr Nguyen Truong Thanh in 2013 Recognizing the core value of precious medicinal herbs in the country early on, the two young pharmacists did not hesitate to start a business Until now, CVI Pharma is known as one of the leading pharmaceutical companies in Vietnam applying high technology in production AWAKENING THE POTENTIAL OF VIETNAMESE HERBAL MEDICINE Two pharmacists boldly established CVI Cosmetics Pharmaceutical Joint Stock Company - CVI Pharma, cooperating with scientists, applying high technology to create quality breakthrough products from pure Vietnamese medicinal herbs and realize valuable research The first success that demonstrates CVI Pharma's new and different direction, which has resonated in the pharmaceutical industry, is the transfer of Nano Curcumin raw materials, extracted from turmeric, from the Academy of Science and Technology to manufactured CumarGold soft capsules, opening the era of applying modern Nanotechnology in the field of pharmaceutical production and public health care After only years, CumarGold has become the market leader, trusted by millions of patients, and honored to receive many noble awards Choosing turmeric to start the dream of raising Vietnamese herbs, CVI has really achieved many successes: - In October 2016, CVI continued to sign a cooperation agreement to receive the technology transfer of FGC Nano Complex from Dr Ha Phuong Thu of the Vietnam Academy of Science and Technology to bring to the market specialized products for cancer named CumarGold Karen - In June 2018, CVI became the bright spot of the pharmaceutical industry when receiving a technology transfer patented by the US and Taiwan, to awaken the potential of millennial precious medicinal herbs, Ung Bo Bac, to produce Heposal, which protects the liver of Vietnamese people This project not only brings high-quality liver protection at a reasonable price but also helps to preserve and promote the source of undisputed eagle medicinal herbs, brings economic efficiency, and improves the quality of life - CVI also continuously launches skin care cosmetic lines such as Decumar, CumarGold Gel, and Embé Cream - With leading brands in the market such as CumarGold, CumarGold Kare, and Decumar, along with outstanding growth figures in revenue, at a rate of 60% per year, from billion VND in 2013 to 300 billion VND in 2017,… AFFIRMING BRAND VALUE CVI Pharma's products are present in more than tens of thousands of pharmacies in 63 provinces and cities with many noble awards given - Top 10 “Vietnamese trusted brands” - Gold Medal For Public Health - Top 10 “Best products and services for consumers” JOURNEY TO THE BIG SEA In April 2017, CVI officially received investment from Daiwa-SSIAM Investment and Development Fund, with the participation of one of the largest financial institutions from Japan and the SSI Fund Management Company In July 2017, CVI was honored to become the first pharmaceutical enterprise to be granted an investment certificate to build a factory in HHTP with an area of about 12000 m2 The investment cost of the high-tech plant is expected to reach 300 billion VND with a professional management system, including three units: Supercritical high-tech medicinal plant extracting plant; Nanotechnology research and application center; The pharmaceutical factory meets GMP-WHO standards…with the ambition of producing 100 million products per year CVI Pharma has restructured its apparatus, as well as operated under an ecosystem model including the parent company CVI Pharma and its subsidiaries: CVI Southern Joint Stock Company (2014); Medstand Pharma (2019), and J-CVI Pharma (2021) SOCIAL SECURITY IS THE FOUNDATION FOR SUSTAINABLE DEVELOPMENT Linking business development with social security responsibilities, CVI Pharma has always been at the forefront of volunteer activities for the community: - The program to donate 50,000 cancer handbooks to oncology hospitals nationwide - Organize programs "Tet rice" for cancer patients: giving 1/6 gifts to pediatric patients; Releasing the music video names Song love life; Organize free liver enzyme examinations and tests in Ha Tinh - Give gifts to flood compatriots in the central region - Distributed 50,000 gel sanitizer free of charge (Hanoi) during covid-19 pandemic MISSION: We always our best to bring customers high-tech products that combine traditional quintessence and modern medicine, linking the benefits of businesses with public health and the development of society This commitment is adhered to by all members of CVI who are dedicating day and night to community health 7 VISION: We will become the leading cosmetic pharmaceutical company in Vietnam and become a global company by bringing to the market products of medicinal herbs, medicine, functional foods and supplements, the most advanced cosmetics, creating many supply-demand partnerships in the global pharmaceutical field, caring about customer experience, aiming to effectively care for people's health and contributing to positioning position of the pharmaceutical industry in Vietnam CORE VALUE: - Dedicated to community health - Prestige and quality - Pioneering the application of modern science and technology - Creative Innovation - Expanding cooperation - Commitment to social responsibility PRODUCT INTRODUCTION: DECUMAR ADVANCED ACNE GEL PRODUCT: - An improved version of Decumar New with natural ingredients and outstanding acne care effects The product contains super Nanotechnology with the ability to penetrate 7500 times fresh turmeric, combined with French Centella Asiatica essence to bring fast effectiveness in treating acne, anti-inflammatory; at the same time stimulate skin cell regeneration, fade dark spots quickly and prevent acne scars - The product is designed in a compact, convenient tube and is recommended by dermatologists - Suitable for all skin types, especially for acnes-sensitive, oily skin and all ages (particularly for those in puberty) Main ingredient: ● Nano Curcumin (nano turmeric): Ultra-small molecular particles help absorb Curcumin 7,500 times better than regular turmeric ● French Centella Asiatica extract: Reduces scar formation and effectively heals wounds ● Lemon myrtle leaf extract: Optimum oil control, ● Red onion extract: Prevents concave scar formation ● Aloe extract: Enhances moisture retention, protects skin PRICE: 77.000 VNĐ (cited by Decumar official stores) PLACE: Sold at more than 20,000 drug stores across the country E-COMMERCE PLATFORMS: - Shopee Mall: more than 34.000 products had been sold in CVI's official store with more than 14.000 reviews - Tiki: more than 1000 products had been sold in CVI Pharma with more than 400 reviews AI BUSINESS OBJECTIVES To be able to develop the strongest company, CVI has business goals As follows: - Affirming brand value - The guaranteed growth rate of 20% each year - Expanding the market, becoming a public company, the further goal is to list securities on the exchange - Training and improving the quality of human resources, especially the management team and experts in the direction of professionalism, integrity, and creativity - Awakening the potential of Vietnamese medicinal herbs, preserving and enhancing the value of natural ingredients - Associate business development with social security responsibilities - Event: The press conference program relaunched the new look of Decumar Advanced products + Invite journalists to attend + Introduce new packaging details, recalling the brand and use of Decumar Advanced products Simultaneously launching Decumar Advanced with new packaging to the market + Guests: Management Board of My Pham CVI Pharmaceutical Company; representatives of agents, shops; targeted customers; experts, some KOLs, and Beauty Bloggers discussing products + Time: from 16h-19h on 20/01/2023 + Hire: Event Company BSGVN.COM ● Tools: Direct Marketing (Digital Marketing): - Sending invitations to daughters of Artist Quyen Linh: Mai Thao Linh born in 2005 (Hat De) and Mai Thao Ngoc born in 2008 (Cinderella) to be the product ambassadors in 2023 - Post a flash banner of representative faces on the product's official website and fan page - Send products to KOLs, Beauty Bloggers who have experience and influence in the beauty industry on social networking sites to post or post Decumar Advanced product review videos 22 https://decumar.vn/ https://kenh14.vn/ https://zingnews.vn/ https://www.yan.vn/ https://yeah1.com/ Hire BSGVN COM’s Company Invite the representative Administrative costs 23 4.2 State (March 3, 2023 - July 28, 2023) ● Target: - Increased recognition for the new packaging of Decumar Advanced products - Communicating products with the message "Gel Decumar Advanced Preventing acne - Treating dark spots - Elevating Vietnamese beauty" - Increase distribution and image of new packaging of products at distribution points, supermarkets ● Tools: Advertising - Publish TVCs in places where many people gather - Hanging banners at the streets of District 1: Nguyen Van Cu (Ong Lanh bridge), Cach Mang Thang Tam, Dien Bien Phu, Vo Thi Sau in support of product launch press conferences and product launches at distribution points - Standee at high schools and universities in Ho Chi Minh City: + Universities: UEF, VLU, IUH + High School: Bui Thi Xuan, Luong The Vinh, Nguyen Thi Minh Khai, Marie Curie, Le Quy Don + Standee is located at the head office continuously for weeks (1 week before and week after the product announcement date) ● Tools: Sale Promotion (Trade Promotion) - Promotion: Display outside the stores of drugstore agent systems 24 25 TVC Standee Banner Promotion 26 4.3 State (August 1, 2023 – December 31, 2023) ● Target: - Increase sales, and increase awareness of Decumar Advanced products - Stimulate demand for Decumar Advanced Acne Gel and find new customers - Prepare to build market expansion steps Tools: ● ● ● ● ● Pr/Advertising: Use articles in the form of Tip, and Q&A to increase the closeness and practicality of Decumar Advanced products in newspapers used in stages and Direct Marketing Tools (Digital Marketing): Posting advertising print ads, PR articles to increase product sales; Online advertising by the online network, control access and get information and feedback from customers about new packaging and products; Promoting the image and influence of the two product representatives Advertising tools: Continue to use supporting tools to enhance the product's image outside the store, and the market to remind customers about the product, and impress new customers Sales Promotion tool: (Trade Promotion): This is the stage of increasing sales, and promoting the development of customer awareness of the product, so focus on promotion for both consumers and sellers at this stage Consumer Promotion: TARGET + To increase customer awareness of the product + Stimulate customers to consume + Search for new customers + Customers who buy bills from 200,000 or more will get lucky draw (The prize is Decumar Advanced acne gel) STRUCTURE 01/10/2023-1/11/2023 + 1000 winning tickets (Equivalent to 1000 products) 30,000,000 VND 6,000,000 VND TIME PROMOTION TARGET PROMOTION FEE 36,000,000 VND COST INCURRED TOTAL 27 Public Relation Digital Marketing Advertising Consumer Promotion Administrative costs Estimated budget to arise X TIMELINE No 28 XI BUDGET 9 10 XII APPENDIX Introduction: Company Introduction: ● https://cvi.vn/cau-chuyen-cvi ● https://cvi.vn/tai-ha-noi-phat-mien-phi-50-000-gel-rua-tay-sat-khuan.html ● https://cvi.vn/gioi-thieu Product Introduction: https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced https://decumar.vn/thong-tin-nhan-hang/decumar-la-gi.html https://shopee.vn/-M%C3%A3-FMCGMALL-8-%C4%91%C6%A1n-250KGel-ng%E1%BB%ABa-m%E1%BB%A5n-Nano-Decumar-Advanced-20gr-ho %C3%A0n-to%C3%A0n-m%E1%BB%9Bi-i.274513539.4859186518? sp_atk=ee193c3b-79f3-471a-a522-93e72c88c577&xptdk=ee193c3b-79f3471a-a522-93e72c88c577 ● https://tiki.vn/gel-ngua-mun-viem-tham-dau-den-decumar-advanced-20-grhoan-toan-moi-p72109547.html?spid=72109548 ● ● ● Business Objectives: https://cvi.vn/cau-chuyen-cvi https://itppharma.com/thuong-hieu/cvi-pharma/ https://doanhnhansaigon.vn/tro-chuyen-voi-doanh-nhan/chu-tich-cvi-va-muctieu-dinh-danh-cho-duoc-lieu-viet-1078110.html ● https://tienphong.vn/cvi-pharma-tang-cuong-hop-tac-nghien-cuu-duoc-mypham-tu-thao-duoc-thien-nhien-post1381178.tpo ● ● ● Market Segmentation And Positioning: ● ● ● ● ● https://shopee.vn/Gel-ng%E1%BB%ABa-m%E1%BB%A5n-Nano-DecumarAdvanced-20gr-ho%C3%A0n-to%C3%A0n-m%E1%BB%9Bii.274513539.4859186518?xptdk=942be7a1-3575-4609-b45e-3bd71bf8b126 https://decumar.vn/thong-tin-nhan-hang/decumar-la-gi.html https://chuyennhatrongoithanhhung.org/nhung-con-duong-thuong-xuyenket-xe-o-sai-gon-cap-nhat http://dannamadv.vn/quang-cao-tren-truyen-hinh.html (cited by https://abei.gov.vn/vn/gioi-tre-viet-nam-su-dung-mang-xa-hoi-7-giomoingay/107187) https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced Target Costumer: ● https://hellobacsi.com/da-lieu/tri-mun/gel-tri-mun-decumar/? amp=1&fbclid=IwAR2nYf3HPSnY9tN8_K89Akc_UGVzCzXw62gcqQT1Pa h cDKc7khF6Cx0BLa4 31 Competitors Analysis: Decumar: https://quangcaongoaitroi.com/chien-dich-quang-cao-tren-xe-buytcho-decumar/ ● https://tvpblog.com/decumar/ ● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced ● Acnes: ● https://acnes.com.vn/acnes-scar-care-mun-khong-con-am-anh/ ● https://hasaki.vn/san-pham/gel-giup-mo-seo-va-vet-tham-acnes-12g69880.html Thai Duong Termeric Cream: https://youmed.vn/tin-tuc/kem-nghe-thai-duong-giai-phap-thien-nhien-dieu-trimun-tham-va-con-trung-can/ ● https://trungtamthuoc.com/kem-nghe-vitamin-thai-duong ● https://tuvanmuasam.com/kem-nghe-thai duong#:~:text=Hi%E1%BB%87u %20qu%E1%BA%A3%20c%E1%BB%A7a%20kem%20ngh%E1%BB %87,khi%20%C4%91i%20ra%20ngo%C3%A0i%20nh%C3%A9 ● Swot Analysis: https://huroji.com/cong-ty-cp-duoc-my-pham-cvi/ https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced https://www.facebook.com/Decumar.min.da.sach.mun/posts/ 1099701916832705 ● https://thanhnien.vn/my-pham-nguon-goc-thien-nhien-xu-huong-thonglinh-thi-truong-lam-dep-post896631.html ● https://decumar.vn/san-pham/gel-ngua-mun-decumar-advanced ● ● ● Marketing Mix (Product, Place, Price, Promotion): ● https://acnes.com.vn/ ● https://saothaiduong.com.vn/san-pham/kem-nghe-thai-duong/ ● https://www.thorakao.com/kem-nghe-thorakao/ ● https://nhathuoclongchau.com/duoc-my-pham/yoosun-rau-ma-25g-16722.html Budget: ● https://hapodigital.com/bang-gia-quang-cao-dang-bai-pr-tren-bao-kenh14-vn/ ● https://brandcom.vn/bang-gia-dang-bai-pr-tren-bao-dien-tu-zing-vn/ ● http://vietquangcao.org/bao-gia-quang-cao-yan-news-2017-1702.html/ ● https://quangbathuonghieu.vn/bao-gia-quang-cao/bao-gia-pr-tren-yeah1com-nam-2021.html ● https://bsgvn.com/bao-gia-su-kien-tron-goi / 32 ● https://ecomking.vn/6-cach-tinh-ty-le-tuong-tac-danh-gia-quangcao/? fbclid=IwAR10n_-W4pbNOEK60DBGq8AdIDDP_btQBanyYJkVu32jTfau6_oAQxT8WM ● https://ecomking.vn/6-cach-tinh-ty-le-tuong-tac-danh-gia-quangcao/? fbclid=IwAR10n_-W4pbNOEK60DBGq8AdIDDP_btQBanyYJkVu32jTfau6_oAQxT8WM ● https://vietstarmax.vn/vi/bao-gia/bao-gia-phim-quang-cao-tvc.html? gclid=CjwKCAjwzNOaBhAcEiwAD7Tb6NtTiUkYQVQ_kfo1upfu8qt5cooWj FHAk1xuRucOGiKvREBUg1HQBxoCkpAQAvD_BwE&fbclid=IwAR16Pc2 ZWexKvgPNP1eAhxaqWN68LQL7ga5OAW0w_TBFwjYYHlVYYdjXa20 ● https://standeevn.com/thiet-ke-standee?fbclid=IwAR2flZMN0l66g572vpY9d6j8RklirzDpQgankzn9nFvgyoPLLWik7LsGHs ● https://artcity.vn/bang-gia-thiet-ke-banner/? fbclid=IwAR3knqRwTmwIBWxX65FrgJRgffJpbSt7kdk_6JeIuun4V4mMNeZLEdvkhY ● https://aitvietnam.com/gia-quang-cao-ngoai-troi/? fbclid=IwAR1WRBOC7sXbjOQZEOPkSAScVoz495TvG7k0bk9YH_geTxmBN06RIuhxRM ● https://quangcaosieutoc.com/amp/quang-cao-tren-youtube-bao-nhieu-tien/ ● https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.leadup.vn%2Fthuechay-quang-cao-facebook-gia-bao-nhieu-qcfb-5116%3Ffbclid %3DIwAR2gbRuW2iFHAUigLCDzV9yS0WR6nzkZG3tr7JaqUFCLJshmwb5 _bKE2L3E&h=AT1Q1n5gKf9HMGPQ0kph5FaU1hk0C43tI1HvpMrs9yO4Xc _tOg3W-BY8y0j_y5qa_3OkhLFraxRQ_TaF3zr-uTdCLF_a_7JCeoWlPlWnZMYw0IJRr5BvtKGrxZkYpuT0tRRn1zc69xMpcqPbh0kDA ● https://tracuu43.misa.vn/tracuu? fbclid=IwAR0dWX2_kUSXftRYhOK5kfQmRibhnYcnra9kZkHtOMvF1qmKl38oUCF0U8 33 34 ... MIX 16 PRODUCT PRICE PLACE PROMOTION TIMELINE 25 BUDGET 26 APPENDIX 28 MARKETING COMMUNICATION PLANS DECUMAR ADVANCED ACNE PREVENTION INTRODUCTION I THE PROCESS OF FORMATION AND DEVELOPMENT CVI... Analysis: Decumar: https://quangcaongoaitroi.com/chien-dich-quang-cao-tren-xe-buytcho -decumar/ ● https://tvpblog.com /decumar/ ● https:/ /decumar. vn/san-pham/gel-ngua-mun -decumar- advanced ● Acnes:... social responsibility PRODUCT INTRODUCTION: DECUMAR ADVANCED ACNE GEL PRODUCT: - An improved version of Decumar New with natural ingredients and outstanding acne care effects The product contains