OVERVIEW OF CHLOE COSMETICSChloe is a business selling exfoliating products from the Cocoon brand.. PRODUCT/SERVICE OVERVIEWCurrently, Chloe is selling Cocoon exfoliating product lines..
OVERVIEW OF THE BRAND
OVERVIEW OF CHLOE COSMETICS
Chloe is a business selling exfoliating products from the Cocoon brand. Chloe was officially established on September 26, 2023, as a cosmetics business with the slogan "Beauty glides on your skin", meaning beauty glides on the skin.
Vision: As a small business just starting up, Chloe has many big ambitions.
But Chloe is confident that with the noble mission of bringing motivation to find confident and feminine beauty, we hope to become a business with high coverage in the market.
Mission: With the desire to inspire and share positive beauty energy with all girls, Chloe was founded on the basis of accompanying and finding beauty from inside and outside on the journey arduous journey to find true beauty.
● Slogan: “Beauty glides on your skin”
● Website: https://s.net.vn/VmR4
● Fanpage: https://www.facebook.com/profile.php?id0086277217987
● Shopee: https://shopee.vn/chloecare?categoryId0630…
PRODUCT/SERVICE OVERVIEW
Currently, Chloe is selling Cocoon exfoliating product lines The reason Chloe chose to sell this product line is because we realized that Cocoon is a very famous brand among girls in the Vietnamese market Cocoon has caught up with the most popular beauty trends in the world today, which are Vegan (vegan) and Cruelty Free (not tested on animals) This has helped Cocoon attract customers and position its brand in the market with reasonable prices and diverse products suitable for all ages, especially the customer base of the brand Therefore, we at Chloe quickly became an official agent of Cocoon with the product line "Cleaning Cocoon Dak Lak Coffee".
● Cocoon coffee body scrub Daklak 200ml: 115k
● Cocoon coffee body scrub Daklak 600ml: 295k
● Cocoon Dak Lak Coffee Facial Scrub 150ml : 145k
Each product has elements related to the characteristics of each region in Vietnam Based on the standard "Vietnamese people use Vietnamese products", consumers will experience:
● Dak Lak coffee has highly effective antioxidant effects, especially the caffeine in coffee beans, which helps firm the skin, evens out skin tone, brings abundant energy to the skin, and keeps the skin soft soft, radiant forever.
● Cocoa butter in Tien Giang province has a strong ability to keep warm,reduce stretch marks, soften skin and improve rough skin areas.
TARGET CUSTOMERS
Customer analysis with a B2C business model, Chloe needs to analyze customers accurately and thoroughly in order to develop And according to the group's survey, the customer profile of Cocoon exfoliating product can be classified as follows:
Regarding geographical location: focusing on a city with a high economy and shopping demand, Ho Chi Minh City, more specifically, Chloe will start in District 9 - where Chloe's headquarters was established.
● Search and bring affordable but high quality exfoliating product lines
● Income level affects product choice decisions
● Age: focusing on ages 18 - 30 years old
● Income: 2-8 million/month, maybe higher than the average.
● Occupation: student, office worker, women working in the beauty industry, housewives,
● Or use social networks like Facebook, Instagram, Tiktok,
● Regularly use shopping platforms such as Shopee, Lazada,
● Support and trust Vietnamese products.
● Prefer environmentally friendly products of natural origin over the use of synthetic cosmetics.
● Pay attention to the safety, benignity, non-irritation, effectiveness,reputation and environmental protection of the product line
SWOT MODEL ANALYSIS
As a business selling Cocoon's exfoliating product lines In a time when women are concerned about taking care of their appearance as well as the current trend of using benign and gentle products, Chloe has many strengths as follows: Products originating from nature: the demand for cosmetics originating from nature is increasing because they are benign and do not easily cause skin irritation.
In addition, vegan product lines are also highly humane and humane, leading to consumers tending to prioritize the use of these products.
Domestic cosmetics: along with the State's policy of encouraging
"Vietnamese people to use Vietnamese products", Vietnamese cosmetics are increasingly gaining a strong foothold in their own market.
Positive inspiration: as the first Vietnamese brand to achieve PETA's vegan and non-animal testing certification, the Cocoon brand has created the trend of using vegan cosmetics Thereby creating a solid reason for Chloe to choose the retail business of exfoliating products from Cocoon.
Staff: Even though newly established, Chloe is confident in having a team of young and enthusiastic staff in both selling and consulting customers Besides, Chloe always encourages you to cultivate and learn more knowledge about beauty both physically and mentally, thereby wanting to transmit positive energy to customers every time you make a purchase and receive advice from Chloe's staff.
Although our business has many strengths, Chloe also faces many different weaknesses:
Because Chloe is a newly established business, it will be quite difficult to build trust and create recognition in the hearts of customers.
Vietnamese people's preference for foreign goods: although the saying
"Vietnamese people use Vietnamese goods" has been widely spread and practiced, the Vietnamese people's "favoring foreign goods" mentality is still quite difficult to change This is also a weakness and Chloe needs to prove and affirm the quality of the products we are selling.
Human resources: Chloe's staff has a lot of enthusiasm and ambition. However, because he is still quite young and does not have much professional experience, he cannot avoid many mistakes in the process of working and developing the brand.
Green living: from an online trend, but green living has now become a living habit of young people (Chloe's target customers), so a 100% vegan product comes from Natural and not tested on animals will be the top choice
Product prices are reasonable, suitable for low - middle income people E-commerce is growing strongly: the outstanding development of social networking platforms (Facebook, Tiktok, ) and e-commerce platforms (Shopee, Tiktok Shop, Lazada, ) along with The strong increase in demand for online shopping creates a potential online business environment, minimizing costs of premises, labor and taxes.
Large consumer market: Vietnam is currently in a period of golden population structure After going through this period, the demand for skin care will be very large.
Fierce competition: because Cocoon is a very famous brand, there are many other retailers also selling this product line and Chloe Cosmetics is a new brand, not yet well known.
Cocoon products are widely counterfeited and spread throughout the market. This has caused a loss of customer trust in choosing and shopping online.
The product is thick so it's quite expensive each time you use it and the Scrub Beads are quite large compared to your facial skin so they can cause slight irritation when massaging.
The product is quite large in jar form, making it limited to take-away
TARGET AND BUDGET FOR IMC
Target 1 - Awareness: If setting goals according to the 5A model, then in this stage Chloe focuses on Awareness, building branding, and creating awareness of target customers through the use of communication channels such as Page, Website, and TikTok.
Target 2 - Understand: Let customers not only know the product that Chloe is selling but also understand the outstanding features of the product Chloe researches and implements small goals such as:
● Provide a core message: Develop a core message for the product, through slogan, content, or storytelling to answer the question of why your product is the best choice.
● Use multiple channels: Take advantage of multiple communication channels to convey collagen's features to customers Including a page, Website, Blog, or forums about health care and beauty In addition, Chloe also uses promotional videos and images to convey the features of COCOON Exfoliating Scrub to potential customers.
● Use authentication proof: Include customer feedback to increase customer trust.
Target 3 - Like and favor: Create positive emotions toward the product.
Currently, in the market many competitors are selling exfoliating products such asHasaki, and Guardian, amid fierce competition in that market, Chloe wants customers to like it and then gradually switch to liking it must create a unique difference Although the products are the same, they have the reputation of "Real selling at real prices" or how to market products through stories, content, images,
● Closing the sale: 4 types of coffee exfoliating products Cocoon Cafe Dakak 200ml
Among the posts in Fanpage, the posts related to mini-games and giveaways received the highest praise and interaction, followed by value promotion, customer feedback, and finally product introduction and sales The interactive sliding of posts is relatively horizontal and uniform, and there is no viral content In addition, Chloe Cosmetics found that the content of the team was not diversified, especially videos. Chloe hasn't developed media on the video platform, only two videos In the future, Chloe will make more, better and more fascinating videos In particular, Chloe hopes to position promotional videos according to the hot trends on Tiktok or other social platforms, so as to create hooks and increase interaction, and create a brand for Chloe Cosmetic.
In order to make articles or videos more accessible to customers, Chloe puts advertisements on Facebook and appears in the news Feed during prime time (such as noon (11:30 am to 1:00 pm), evening (18:00 pm to 11:00 pm) or weekends) The cost of this activity is around 300 1000 a week.
Running Facebook ads is the most expensive strategy in IMC implementation, but the effect is very low and the recognition rate of fan pages is not high In addition, because the target customers are not accurately subdivided, the selection of demographic standards is not accurate and the target customers cannot be reached.
Therefore, it is necessary to reconsider running Facebook ads, only running promotions or mini-games, community plans or valuable articles, aiming at increasing brands and increasing sales revenue.
In order to increase interaction with customers, Chloe organized the following activities:
● Minigame "7 DAYS-7 Best Habits With CHLOE COSMETICS" is on fanpage, and the reward is Cocoon dead cell removal products, provided that:
★ Like, Share an article published with hashtag:
★ Tag 3 Any friends in the comments section.
The reward structure of this Minigame includes:
"🌟First Prize: A set of 3 Coffee Scrub products, including Cocoon Cafe Daklak Full Body Coffee Scrub 150ml + Cocoon Cafe Daklak Full Body Coffee Scrub 600ml + Cocoon Cafe Daklak Full Body Coffee Scrub 200ml.
🌟Second Prize: Cocoon Cafe Daklak Full Body Coffee Scrub 600ml + Cocoon Cafe Daklak Full Body Coffee Scrub 200ml + 15% Voucher for any 1 product.
🌟Third Prize: Cocoon Cafe Daklak Full Body Coffee Scrub 200ml + 10% off for any 2 products."
Registration time: from February 11, 2023 to May 11, 2023.
● Closing the sale: 4 products, 1 combo.
● 1 cell disinfection products whole body coffee Cocoon cafe Daklak 200ml.
● 3 gin coconut facial skin cleaner 150ml.
● 1 combo (whole body bleached coffee Cocoon cafe Daklak 200ml & bleached coffee Cocoon facial bleach 150ml.
"7 DAYS - 7 Best Habits With CHLOE COSMETICS" is Chloe Cosmetics' favorite IMC project The activity collected a lot of attention and news about Fanpage The content in the activity tends to a specific concept in both content and form However, there is an imbalance between articles It is also an activity, but some posts are about more interaction, and some posts are about less interaction. Therefore, Chloe Cosmetics is considering and proposing solutions to create similar, viral content and bring value to the community.
The plan is implemented under the following conditions:
★ Step 1: Answer questions + Tag 3 friends + lucky numbers.
★ Step 2: Like a fan page, like and share the public mode article tag #Chloe _ cosmetics # myphamthuanchay # ReefFriendly.
Time: September 29th - November 26th.
The lucky ones will get two kinds of dead cell removal products, including Cocoon facial skin dead cell removal and Cocoon lip dead cell removal 204.000 VND.
Through Chloe's plan, he received "115 interactions, 10 sharing, an increase of 30 tracking and 7/10 successful purchase messages The cost of" these programs is 204 000 VND
● 3-cell decontamination product whole body coffee Cocoon cafe Daklak 200ml.
● 2 gin coconut facial skin cleaner 150 ml.
In IMC activities, the minigame program is the most effective because of its low cost but high efficiency Compared with ordinary articles, the high sales rate, Fanpage and interactive access rate have also increased significantly by 1.2 times.
For every customer who makes a purchase at Chloe Cosmetics, they will be eligible to register for a membership card Subsequent purchases will accumulate points that can be exchanged for corresponding gifts Additionally, being a Chloe Cosmetics member comes with various advantages and birthday surprises.
Chloe acknowledges that errors can occur in the fulfillment of orders To enhance interaction and identify strengths and weaknesses, customers are encouraged to provide feedback For every feedback received, Chloe will offer small rewards in the following orders For instance, customers who share feedback on the Facebook page will have their information recorded, resulting in a 3-5% discount on their next purchase.
Specifically, a post on October 23 received high engagement, with "60 likes + 17 comments + 3 shares."
This is an ongoing activity during and after the sales process, holding a crucial part in determining the success and differentiation of businesses within the same commercial sector One of the key factors enabling competition against other market players is the customer Therefore, Chloe places significant emphasis and prioritizes building a dedicated customer care service.
The customer care service encompasses various activities to maintain the relationship between consumers and the store.
Firstly, for every dispatched order, Chloe always includes a thank-you letter expressing gratitude to the customer for choosing Chloe.
Secondly, for online retail stores like Chloe, the return policy is a crucial factor Chloe has a return policy for products with manufacturing defects or those damaged during transportation Chloe provides full assistance to customers for free returns or a 100% refund.
Thirdly, during special occasions or events, Chloe offers attractive promotions to entice customers and encourage product selection.
Finally, occasionally, Chloe organizes mini-games with prizes consisting of products sold by Chloe This not only promotes the shop's products but also helps increase engagement on the store's Facebook page.
IMC PLAN
DIRECT MARKETING
No Component Target Reality Achievement Rate
Data Sales percent Data Sales percent Data Sales percent
Product’s name Quantity Historical unit price
In summary , following the implementation of Chloe Cosmetic's Integrated
Marketing Communication (IMC) campaigns, there has been a significant increase in sales revenue The IMC activities have proven effective in both branding and
EVALUATE PERFORMANCE RESULTS
No Component Target Reality Achievement Rate
Data Sales percent Data Sales percent Data Sales percent
Product’s name Quantity Historical unit price
In summary , following the implementation of Chloe Cosmetic's Integrated
Marketing Communication (IMC) campaigns, there has been a significant increase in sales revenue The IMC activities have proven effective in both branding and
21 achieving the highest sales figures, particularly through online marketing on the Facebook platform Given Chloe's recent establishment, the brand's competitive capabilities and reputation are still developing compared to other competitors. Facebook serves as a suitable platform considering the group's profile and ease of reaching the target audience.
In online marketing, activities such as Minigames and giveaways have shown excellent branding effectiveness However, the majority of sales closure rates often rely on weekly posts and promotional programs Among the IMC activities, the least effective has been communication on the website platform This component primarily aims to enhance Chloe Cosmetic's credibility and brand recognition among customers, but the sales closure rate from the website remains relatively low.
IMC strategies that have not been implemented:
● Activities such as Workshops, charity, or Email marketing have not been implemented due to time and cost constraints
In the future, the group will consider including those activities in the group's IMC activities On the other hand, IMC activities such as Catalogs, Kiosks, and group leaflets will not be implemented because they are not suitable for IMC activities as well as Chloe's business model Chloe Cosmetic only focuses on sales on e-commerce platforms.
Lessons learned from the group:
Not all IMC campaigns applied to our products are suitable, but we must carefully analyze and consider them through 5W AND 1H.
● What? What do you sell?
● Who? Sell to whom? What is the target customer?
● Which? Choose which form of IMC to suit your product and customers
● Where? Use IMC on which platform?
● When? When to apply what program and what campaign to use is appropriate
● Why? Why choose to use that IMC campaign or platform?
● HOW? How to apply IMC to the group's business model to bring the most efficiency?
In addition, we should carefully analyze the customer base as well as the SWOT model to know how to properly apply IMC to reach target customers.
CONCLUSION
Following the triumph of Chloe Cosmetics' communication strategy, we not only observed the meticulous budgeting of an exceptional cosmetics brand's communication strategy but also gained insights into their adept fusion of communication and marketing elements, resulting in a powerful impact on the potential customer market Chloe Cosmetics doesn't merely sell products; they weave a narrative – a tale of beauty embedded not only in the products themselves but also in the shopping experience, community connections, and the affection extended from the brand founders to the customers The marketing strategy ofChloe Cosmetics is in a perpetual state of evolution, with a crucial understanding that integration transcends the utilization of multiple media channels; it entails creating a unified and bold brand experience spanning from pre- to post-transaction.Nonetheless, the journey ahead remains challenging for Chloe Cosmetics, as they navigate through relentless competition and swift shifts in consumer consciousness.This necessitates their vigilance, attentive listening to customer feedback, and a commitment to continual innovation in order to sustain and enhance their market appeal and engagement.
1 Cocoon Original Vietnam - Mỹ phẩm 100% thuần chay - Website chính thức (n.d.) Retrieved from https://cocoonvietnam.com/
Figure 1.5: Common phrases related to the team's products