Subject integrated marketing communications topic analyze and evaluate the imc implementation process of chloe cosmetics

OVERVIEW OF CHLOE COSMETICSChloe is a business selling exfoliating products from the Cocoon brand.. PRODUCT/SERVICE OVERVIEWCurrently, Chloe is selling Cocoon exfoliating product lines..

HCM CITY UNIVERSITY OF TECHONOLOGY AND EDUCATION

ANALYZE AND EVALUATE THE IMC

IMPLEMENTATION PROCESS OF CHLOE COSMETICS INSTRUCTOR: MA Le Thi Kim KhangMember made:

1 Nguyen Quoc Anh 21136120 2 Nguyen Thi Kim Anh 21136121 3 Le Van Duong 21136140 4 Tran Khai Hoan 21136033 5 Nguyen Ngoc Nhi 21136194 6 Phan Thi Kieu Oanh 21136065 7 Nguyen Trong Quyen 21136075 8 Vo Thanh Thao 21136090

Ho Chi Minh City, December 2023

HCM CITY UNIVERSITY OF TECHONOLOGY AND EDUCATION

ANALYZE AND EVALUATE THE IMC

IMPLEMENTATION PROCESS OF CHLOE COSMETICS INSTRUCTOR: MA Le Thi Kim KhangMember made:

1 Nguyen Quoc Anh 21136120 2 Nguyen Thi Kim Anh 21136121 3 Le Van Duong 21136140 4 Tran Khai Hoan 21136033 5 Nguyen Ngoc Nhi 21136194 6 Phan Thi Kieu Oanh 21136065 7 Nguyen Trong Quyen 21136075 8 Vo Thanh Thao 21136090

Ho Chi Minh City, December 2023

LIST OF MEMBERS PARTICIPATING IN THE RESEARCH TASK ASSIGNMENT TABLE

2 Nguyen Thi Kim Anh 21136121 Synthesis of

content and format 100%

3 Le Van Duong 21136140 Chapter 1 100%

4 Tran Khai Hoan 21136033 Chapter 1 100%

5 Nguyen Ngoc Nhi 21136194 Chapter 2 100%

6 Phan Thi Kieu Oanh 21136065 Chapter 2 100%

7 Nguyen Trong Quyen 21136075 Chapter 3 100%

8 Vo Thanh Thao 21136090 Chapter 3 100%

TABLE OF CONTENTS

CHAPTER 1: OVERVIEW OF THE BRAND 2

1.1 OVERVIEW OF CHLOE COSMETICS 2

1.5 TARGET AND BUDGET FOR IMC 6

1.5.1 Target for IMC 6

1.5.2 Budget for IMC 7

1.5.3 Implementation costs 8

CHAPTER 2: IMC PLAN 9

2.1 ADVERTISING AND MEDIA 9

2.2 PROMOTION 10

2.3 DIRECT MARKETING 11

2.3.1 Online marketing online 11

2.3.2 Website development and projects 17

2.3.3 Public relations 19

CHAPTER 3: EVALUATE PERFORMANCE RESULTS 21

CHAPTER 4: CONCLUSION 24

REFERENCES 25

In the contemporary era, amid the robust growth of the beauty industry, engaging in the cosmetics sector presents both an alluring and challenging prospect Against this backdrop, Chloe Cosmetics emerges as a budding brand steadily securing a place in the affections of consumers Notably, the amalgamation of product excellence and a savvy communication strategy has facilitated Chloe Cosmetics in earning customer trust and broadening its influence in the local market Chloe Cosmetics will concentrate on constructing a communication strategy intertwined with marketing, introducing new innovations, and implementing strategies to enhance business performance and extend consumer markets Let's delve into how Chloe Cosmetics has formulated a communication strategy, upheld customer relationships, capitalized on existing distribution channels, and provided feedback on innovation in the realms of communication and marketing Furthermore, we will pose significant queries, such as: How does Chloe Cosmetics confront the escalating competition in the cosmetics industry? Does their communication strategy align with the needs and desires of contemporary customers?

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CHAPTER 1: OVERVIEW OF THE BRAND 1.1 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?id=100086277217987 ● Shopee: https://shopee.vn/chloecare?categoryId=100630…

1.2 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".

Product lines include:

● Cocoon coffee body scrub Daklak 200ml: 115k ● Cocoon coffee body scrub Daklak 600ml: 295k ● Cocoon Dak Lak Coffee Facial Scrub 150ml : 145k

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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.

1.3 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.

About demographics:

● Search and bring affordable but high quality exfoliating product lines ● Income level affects product choice decisions

Customer psychology:

● Age: focusing on ages 18 - 30 years old ● Gender: everyone, mostly women

● Income: 2-8 million/month, maybe higher than the average.

● Occupation: student, office worker, women working in the beauty industry, housewives,

Customer behavior:

● Or use social networks like Facebook, Instagram, Tiktok, ● Regularly use shopping platforms such as Shopee, Lazada, ● Support and trust Vietnamese products.

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● 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

1.4 SWOT MODEL ANALYSIS1.4.1 Strengths

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.

1.4.2 Weaknesses

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.

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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.

1.4.3 Opportunities

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.

1.4.4 Threats

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.

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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

1.5 TARGET AND BUDGET FOR IMC1.5.1 Target 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:

● Identify outstanding product features.

● 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 as Hasaki, 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,

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● 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.

❖ Run Facebook ads

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.

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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.

❖ Organize Minigame, Giveaway

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 Fanpage Chloe cosmetic.

★ Like, Share an article published with hashtag: ★ #ChloeCosmetics #taytebaochet #Cocoon #thuanchay ★ 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.

IMC results:

● Data: 18

● 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.

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