Final report topic nagi toothpaste imc project

NaGi focuses on clean cosmetic products with ingredients that are friendly to both the environment and consumers.. Besides, all of the ingredients are coming from nature, so it is very c

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY FACUTY OF BUSINESS

ADMINISTRATION

-*** -FINAL REPORT

Topic: NaGi Toothpaste IMC Project

Quach Ai Han – 19DH480171

Tran Thi Thanh Nhan – 19DH480619

Le Chan Hoang Trong – 19DH480101

TABLE OF CONTENTS

Chapter 1: INTRODUCTION 1

Chapter 2: BODY 2

2.1 Situation Analysis 2

2.1.1 Background research 2

2.1.2 Product SWOT analysis 2

2.1.3 Key communication problem 3

2.2 Key strategic campaign decisions 3

2.2.1 Objective 3

2.2.2 Target audience 3

2.2.3 Positioning 4

2.2.4 Campaign strategy 4

2.3 Media Strategy (Marketing Evolution, 2022) 6

2.4 Message Strategy 8

2.4.1 Key consumer insight 8

2.4.2 Message directives 9

2.4.3 Selling promine (USP) 9

2.4.4 Big idea 9

2.4.5 Message design and execution 9

2.5 Other macro tools used in support 9

2.6 Campaign Management 13

2.6.1 Evaluation of Effectiveness 13

Chapter 3: CONCLUSION 15

REFERENCES 16

LIST OF TABLES

Table 1: Media Strategy 8 Table 2: Message design and Excecution 9

Chapter 1: INTRODUCTION

Up to now, toothpaste is an indispensable daily – use item Toothpaste can help users have good tooth health and protect their teeth from tooth bacteria and halitosis Buyers can purchase it from anywhere including supermarkets, malls, grocery stores… with a variety

of prices Because of is a daily – use product, purchasers usually choose toothpaste with low prices However, these products often contain whitening or abrasive ingredients, so it

is not good for the user's teeth if used for a long time In addition, these ingredients, which are used in most toothpaste, are not good for the environment Understanding the effects

of these ingredients on human health and the negative impact on the environment, we are developed and introduced a new toothpaste with only 8 ingredients and friendly to climate, call NaGi

Chapter 2: BODY

2.1 Situation Analysis

2.1.1 Background research

NaGi is a new cosmetic company in the Vietnam market on a small scale NaGi focuses on clean cosmetic products with ingredients that are friendly to both the environment and consumers The company wants to bring to their customers clean cosmetics and good value They have just introduced a new first product to the market, it is NaGi toothpaste This item has only 8 ingredients, with 80% of ingredients coming from nature

2.1.2 Product SWOT analysis

Strengths

About the strength of the product, this is a benign product, only 8 ingredients are used in a tube of toothpaste, so it can be used for nearly all tooth conditions Besides, all of the ingredients are coming from nature, so it is very closer to Vietnamese people and is also friendly to the climate Moreover, coconut oil is one of the main ingredients in this toothpaste According to the research, it is demonstrated using coconut oil for a long time can help brighten teeth (Nguyen, 2021) In addition, using coconut oil also can help increase coconut consumption in Vietnam and increase the economic system in Vietnam Weaknesses

This is a new output in the Vietnam market, so not have more end – consumers know about

it Furthermore, each user has a product that they trust, and they have no intention of changing or switching to another brand or new product Nowadays, most adults have their own toothpaste brand, and they are not ready to try a new brand As a result, NaGi can only focus on young customers because most of them usually want to try new things And it also requires the company need to have a good strategy to attract them Next, one of the important characteristics of plant extracts is that the effect does not come too quickly, it needs users to spend a long time using it to feel its effects

Opportunities

Nowadays, being aware of the importance of environmental pollution, many individuals are turning to ‘green’ life, they accept to pay higher costs to use environmental protection products As a result, with only 8 ingredients and most of them are coming from the nature

of NaGi toothpaste are promoting end – purchasers ready to use it

Threats

Currently, on the market there are many brands of toothpaste production, they can be long – standing brands or big company brands, and all of them have their market and consumers

So that, to gain a foothold in the consumer goods market, NaGi needs to prepare a new direction, and a solid product promotion strategy to be able to gain achievements in the market in the future

2.1.3 Key communication problem

To be able to promote products to consumers, communication is one of the important issues for people to know the company's brand Nowadays, most people use many types of social platforms, including Facebook, Instagram, Twitter… and television So, attracting customers through media is a short way to introduce both the company brand and product

to purchasers NaGi should create a TVC on TV channels such as HTV, VTV, SCTV… to introduce to viewers However, nowadays, a lot of people are very busy with their work, some of them have to work up until 9 PM and they can watch their favorite program on YouTube or another media source On the other hand, the company can improve advertising clips on social media platforms by running YouTube ads However, this problem also is hard way because viewers usually decided to pass the ads as soon as possible They even download a block advertising application on their phone to stop any advertisements that can appear on a smartphone So, it is a big problem not only for NaGi, but it also for most companies in the market

2.2 Key strategic campaign decisions

2.2.1 Objective

Launching a natural mint coconut oil toothpaste product line, which not only brings whiter teeth and fresh breath, but also protects oral health from deep inside, directing the community to organic products, environmental protection

2.2.2 Target audience

In the line of personal care products, toothpaste is a product that needs to be carefully selected because the throat area is easy to absorb or swallow residues of substances that affect health if used for a long time in products this product Realizing the market demand

is increasingly favoring clean, natural products that not only beautify the outside but also towards the inside of the body NaGi mint coconut oil toothpaste is aimed at all genders, all ages of customers Especially consumers who have early awareness not only about external oral health but also care about the inside of the body The product does not contain

colorants, sulfates (SLS), artificial sweeteners/flavors, microbeads, triclosan and gluten - common ingredients in the other commonly found product line But still helps you maintain healthy white teeth without affecting the internal body and does not take much time and effort, suitable for modern life

2.2.3 Positioning

Toothpaste is now an integral part of personal care and hygiene routines Especially in the present era, when the proliferation of dental related problems is increasing These problems are aggravated by changing lifestyles and increasing urbanization along with increasing environmental pollution

Nowadays, most people are interested in healthy products, based on this, NaGi entered the market positioning completely new products, directing customers to real products from nature, with natural oral protection ingredients that are inherent in nature without being modified by artificial ingredients, NaGi toothpaste focuses on the basic ingredient of organic coconut oil with oral hygiene ability its effectiveness Ancient cultures have used coconut oil to suck, gargle for a few minutes a day, to help clean the oral cavity, avoid infections, protect gums, and pull bacteria & plaque out of the oral cavity Plus, coconut oil is also a natural teeth whitener! Besides, there are substances such as xylitol, erythritol, fluoride

Mint helps to gently massage teeth and gums Positioning products, natural oral care solutions "pure Vietnamese" suitable for modern life

NaGi's competitors in the market today can be named as RADIUS Organic Toothpaste, HELLO Coconut Oil Toothpaste

2.2.4 Campaign strategy

Marcom tool used in support

The goal is to introduce brands and products, and to educate consumers why they should use mint coconut oil toothpaste

Direct marketing

Direct Marketing Respond TV (Ho Chi Minh City Television Station, 2022)

Create TVC templates to promote the brand and show how the product is beneficial to the teeth

TV channel: HTV7

TVC duration (expected): 15s

Time frame and cost: 17h-18h25 (Movie 17h00 HTV7) (21 million); 17h-18h25 (Movie 17:45 HTV7) (32 million); 19h-19h30 (all programs from Monday to Saturday) (228,000 million)

PR

Objective: Raise product awareness: Coverage of news in the media will put your product

at the forefront of customers' minds You can also share and promote in media placements such as through social media, on the website and through SEO techniques to enhance search, helping to reach an even wider audience

Website Building + SEO

Hire Website Construction + SEO: 300 million / 6-8 months (GTV Agency)

Social Media

Facebook runs ads

Figures 2021

CPC = $0.97

CPM= $7.19

Cost: 100 million VND

Tiktok runs display ads (Võ, 2022)

CPM: $10

Cost: 100 million VND

Sales Promotion & Consumer promotion

Sales Discount: Apply a percentage discount or a certain value reduction This will make customers feel satisfied and will buy more

Trial price for the first 1000 customers 79.000 VND/1 product for retailers/distributors 4,000 Gift which is bamboo toothbrush Price 39.000 VND/1 bamboo toothbrush

2.3 Media Strategy (Marketing Evolution, 2022)

Phase Phase 1:

Launching (cMetric, 2020)

Phase 2: Viral (Send Pulse, 2022)

Phase 3:

Engagement

Phase 4: Selling

Timing 2 - 3 weeks

(02/01/2023 - 22/01/2023)

6 weeks (23/01/2023 - 05/03/2023)

8 weeks (06/03/2023 - 30/04/2023)

8 weeks (01/05/2023 - 25/06/2023)

Objective Reach the

audience's attention who are Vietnam social users to grow brand awareness

Reach audience interested with the brand, the product

Engagement, drive traffic

Push sales and retaining customers

Key

Message

“Vì nụ cười tự nhiên”

“Vì nụ cười tự nhiên”

Vì nụ cười tự nhiên

Vì nụ cười tự nhiên

Activities Event, Outdoor

advertising, Digital Marketing, viral clips

Digital marketing, outdoor advertising, booking KOL/KOC, viral clips

Digital marketing, booking KOL/KOC, viral clips, Sale promotion

Sale promotion, booking

KOL/KOC

Side

activities

Online News:

-Báo Tuổi trẻ -

Banner ads “Sức khỏe và đời

-Trial price: -Special gift:

bamboo

(Rich

Media,

2021)

Mega story:

60,000,000 VND/Post -Kênh 14: special category (top 1):

30,000,000 VND/post (BrandCom, 2022)

sống.vn”:

7,000,000 VND/week Google ads:

9,000,000 VND Frame ads:

340,000,000 VND (Thu Nguyet, 2021)

79,000VND toothbrush

Channel Youtube,

Facebook, Tiktok, Online news, OOH, Event

Youtube, Facebook, Tiktok, Instagram Online news, OOH

Youtube, Facebook, Tiktok, Online news, OOH

Youtube, Facebook, Tiktok, OOH

KPIs - Reach 100,000

audience from social media channel

- 1,000 audience in event

- 50,000 audience from another channel

-Reach 1,000,000 audience from social media channel

- 200,000 audience from another channel

-Increasing 15%

compared to phase 2

>100,000 customers know about Nagi

- Selling 2,000 units

-Selling 4,000 units

- Increasing 50% new customer

Budget -Pano: -Booking KOL: -Youtube - Bamboo

(Fago

Agency,

2022)

424,890,000 VND/year -News: 90,000,000 VND

- Event:

- Viral clip 30s:

- Image:

- Youtube Ads:

2,714,570 = 10,000 CPM

- Key words:

19,544,940 VND/

year -SEO:

- Facebook ads:

6,000,000 VND

- Tiktok ads:

4,000,000 VND

570,000,000 VND

- Display ads:

340,000,000 VND

-Banner ads:

14,000,000 VND

- Frame ads:

119,232,000 VND

- Google ads:

9,000,000 VND

- Youtube ads:

2,714,570

- Facebook ads:

6,000,000 VND

- Tiktok ads:

4,000,000 VND

ads:18,884,000 VND

- Tiktok ads:

3,000,000 VND

- Facebook ads:

4,000,000VND

- KOL booking:

140,000,000 VND

toothbrush with brand name Nagi:10,000 VND * 4,000 = 40,000,000 VND

- KOL booking: 150,000,000 VND

Tiktok ads: 6,000,000 VND

- Facebook ads: 10,000,000VN

Total: 547.149.370 VND 1,064,946,570

VND

165,888,000 VND

206,000,000 VND

1,984,001,940 VND

Note: The budget is for reference only The budget may differ by 10 - 30% depending on the time or other costs incurred (VAT)

2.4 Message Strategy

Table 1: Media Strategy

People who use toothpaste are people who really care about their own health and dental problems They have long-term plaque problems on their teeth that lead to symptoms of gingivitis They always feel pain and discomfort in the gum Besides, the long-term accumulation of plaque creates the problem of bad breath Make them not confident when communicating with people around Finally, the teeth are showing signs of yellowing, causing loss of aesthetic appearance

2.4.2 Message directives

Take care Vietnamese teeth

2.4.3 Selling promine (USP)

NaGi Coconut Oil Toothpaste is made from 100% pure coconut oil, combined with cool menthol When maintained with appropriate dosage, it not only helps users to eliminate gingivitis caused by plaque, prevent tooth decay, whiten teeth but also bring fresh breath 2.4.4 Big idea

Launching the "Take care Vietnamese teeth" program on the TikTok platform Encourage people to share pictures of themselves taking care of their teeth every day From there, create a sense of dental care and be ready to spread it to everyone around

2.4.5 Message design and execution

April 12 2023 -

April 25 2023

Upload video clips of patients suffering from dental problems How the patient will share the patient's condition and feelings (2 days one clip)

April 28 2023 Post a clip on how to clean your teeth at home

April 30 2023 Upload clips of brushing teeth every day with family and friends May 01 2023 KOLs and everyone on TikTok join in

May 06 2023 Repost pictures of everyone who attended the event, saying thank

you

2.5 Other macro tools used in support

Phase 1: Launching

Table 2: Message design and Excecution

During this period, Nagi focused on increasing its awareness and attracting the interest of more customers To do that, the launching phase needs to use the following tools:

- Public event related to Nagi toothpaste

o Time: 6 - 9PM (02/01/2023)

o Location: Van Hanh Mall (11 Su Va Hanh Str, Ward 12, Dist 10, Ho Chi Minh city

o Activities taking place in the event include singers singing, introducing products, playing games to receive gifts

o Invite singer Suni Ha Linh to sing (100,000,000 VND), 10,000,000 VND gift money including Nagi toothpaste and bamboo brush Lucky draw for Hadio electric toothbrush duo worth 2,600,000 VND MC rent is 3,000,000 VND The rent for the lobby of Van Hanh Mall is 6,000,000 The rent of sound and light is 4,000,000 And some other costs incurred

o Estimated budget: 130,000,000vnd

o Objective: Reach more than 50,000 people who know about Nagi toothpaste through public event

- Outdoor advertising

o Time: 02/01/2023 - 01/22/2023

o Form: Making panels at the intersection of 6 republic, ward 2, district 3, Ho Chi Minh city

o Objective: Attract the attention of 9,000,000 people who observe Pano and want to learn about Nagi whipped cream Because this is the intersection of major roads such as Nguyen Thi Minh Khai, Ly Thai To, Nguyen Van Cu Pham Viet Chanh, Tran Phu, so the density of vehicles is crowded, it is estimated that there are 900,000 vehicles per day

o Budget: 35,000,000 VND

- Digital Marketing

o Run Facebook ads (January 5, 2023 - January 17, 2023) to let customers know about Nagi products in the market Running every day 500,000 vnd within 12 days The total cost of running Facebook ads is 6,000,000 VND

o Run Tiktok ads (January 10, 2023 - January 18, 2023) Because Nagi's customers are also the same customer file on Tiktok, most of all, young