For the full BrandLaunch Project, you will need to compare all the chosen countries and pick the most potential country from your cultural insight reports to launch your brand. Your deliverable will be a set of 2025 PowerPoint slides and a video presentation. While your slides should not be textheavy, they should have enough information on them to stand alone without narration.
MKTG1417 Assignment Complete BrandLaunch Project LUSH IN VIETNAM A complete brand launch project TABLE OF CONTENTS 01 BACKGROUND 04 MARKETING PLAN 02 OPPORTUNITY 05 APPENDIX* RESEARCH ASSESSMENTS BRAND 03 LAUNCH BACKGROUN D RESEARCH* BRAND OF FOCUS LUSH’S BUSINESS IS GOING STRONG UK-BASED COSMETIC MANUFACTURER & RETAILER RETAILER 52+ RETAILER COUNTRIES RETAILER 928 STORES IN OPERATION COUNTRIES Lush provides natural, fresh handmade cosmetics ranging from bath bombs to body sprays that use vegan and vegetarian recipes with minimized packaging (WeareLush 2020) LUSH AMBITION GIVING MOTHER NATURE A HELPING HAND A global shift towards a greener consumption habit, especially in cosmetics (BeautyMatter 2017) Lush seeks to extend their positive influence on planet Earth to other countries (Asperin 2019) Creating impact by being the best in the industry - Lush's CEO Mark Constatine LUSH GLOBAL PRESENCE* WITH STRONG PRESENCE IN EU & NA, ASIA PACIFIC & LATIN AMERICA IS THE NEXT STOP FOR LUSH TURNOVER OF LUSH COSMETICS IN 2019, BY REGION (GBP MILLION) (Ridder 2020) TOP UNTAPPED BEAUTY MARKET IN ASIA PACIFIC (IN 2020) (Passport 2021) #2 India #8 Taiwan #10 Vietnam TOP UNTAPPED BEAUTY MARKET IN LATIN AMERICA (IN 2020) (Passport 2021) has strong presence in Europe and North America #1 Brazil #3 Argentina OPPORTUNITY ASSESSMENTS * ECONOMIC-GEOGRAPHIC* TAIWAN ● ● ● Growing economy Large skilled workforce in the service industry Under natural disasters’ impacts INDIA ● ● ● ● Strategic location for international trade Agricultural economy & monsoon climate Require regional manufacturing facilities Fastest growing economy in G20 ● ● ● ARGENTINA BRAZIL Well developed rail ● and ocean transportation Major industries are agriculture and ● mining ● Decreasing GDP, high inflation The world's ● fifth-largest country by land ● and population Share a border with ● 10 countries A plummet in Brazil’s logistics and supply chain management in recent years VIETNAM Outstanding economy Highly invested infrastructure Emergence of economic boosts: e-commerce, KOL marketing, SOCIAL-CULTURAL* TAIWAN ● ● ● Lowest birth rate ● in the world Aged population (> ● half is over 40 years old) ● Values meaningful messages INDIA 2nd most populous, relatively young Rising buying power of women Veganism is popular + Ayurvedic product market is valued at $8 billion by 2022 ARGENTINA BRAZIL VIETNAM ● ● ● ● Young but aging population Individualist country Improving and raising awareness about environmental issues Small number of green consumers Price sensitive customers ● ● ● Seeking minimal cosmetics and skincare: vegan, cruelty-free, sustainable Representation and Diverse skin tones Promote gender equality ● ● ● Consumer traits: open-minded, educated, technologically-sa vvy, health-oriented Most connected group of consumer in APAC Rich history and culture POLITICAL-LEGAL* TAIWAN ● ● ● INDIA Easy to ● business Ban animal testings ● Tension with China may affect the economy ● Pushback against ● current PM Modi Good trade ● relationship between UK and India post Brexit Imports of alcohol products banned in some states ● ARGENTINA Low political ● stability index High tax tariff, problematic import licenses, and ● insufficient intellectual property rights Corporate tax rate reduced 5% in 2021 ● BRAZIL Nascent ● democracy is on the verge of collapsing Upcoming ● dethronement of the current ● president + import-export ban lifted from America Legal complexities removal VIETNAM Recent recognition from the US for financial transparency Indifferent towards radical ideas Bureaucratic process for newcomers LUSH’S MARKETING STRATEGY ROUTE-TO-MARKET & DISTRIBUTION Regions: ●Priority: key cities in the South (HCM & Can Tho) thanks to high value contribution to FMCG, larger population, and more experimental (Nhan Dan 2020) ●For long-term: key cities in North and Central (Ha Noi, Hai Phong, Da Nang) Distribution Channel: ●Online: D2C + Official stores on e-commerce (Lazada mall, Shopee Mall, etc.) (Passport 2021) → Digitalization trend ●Consolidated Flagship store format in key cities to appeal to millennials need for experience (Saiidi 2016) ○E.g Flagship store with spa and treatment services PEOPLE & PROCESS ● Store staff uniforms is an effective brand touchpoint that helps increased employee satisfaction and belonging, hence, improve customer service quality (Peluchette & Karl 2007, p.345-360)