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Tiêu đề Propose A New Product To A Real Business And Propose A Plan To Launch This New Product
Tác giả Tô Như Ngọc, Lâm Thành Đạt, Trần Trung Hiếu, Đỗ Lâm Thảo Vy
Trường học FPT University- Campus Can Tho
Chuyên ngành Marketing
Thể loại Group Assignment
Năm xuất bản 2022
Thành phố Cần Thơ
Định dạng
Số trang 16
Dung lượng 3,7 MB

Nội dung

Therefore, with our knowledge, our team would like to propose to Innisfree a new product called "Innisfree - Perfect White 2 in 1" In this new product strategy, our team used their know

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FPT UNIVERSITY- CAMPUS CAN THO



Group Assignment [MKT101]

TOPIC: PROPOSE A NEW PRODUCT TO A REAL BUSINESS AND PROPOSE A PLAN TO LAUNCH THIS NEW PRODUCT

Name of group member Contribution (%)

1.Tô Như Ngọc-CS17048

2.Lâm Thành Đạt-CS170356 25%

3.Trần Trung Hiếu-CS171087 25%

4.Đỗ Lâm Thảo Vy-CS171672 25%

Cần Thơ,23/10/2022

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TABLE OF CONTENTS

Table of Contents

I INTRODUCTION ii

II METHOD AND CONCEPTUA FRAMEWORK ii

III ANALYSIS RESULTS ii

1 COMPANY OVERVIEW ii

2 DEVELOPMEMT HISTORY: iii

3 THE CURRENT STATE OF THE COMPANY IN THE MARKET: iv

4 TARGERT MARKET AND CUSTOMER: iv

5 TARGET MARKET DEMAND AND CUSTOMER iv

6 EXTERNAL ENVIRONMEN v

6.1 MACRO-ENVIRONMENT v

6.2 MICRO-ENVIRONMENT vi

7 THE ELEMENTS OF THE 4Ps vii

8 NEW PRODUCT RECOMMENDATIONS ix

8.1 COMPETITORS: The Face Shop ix

9 PROPOSE A PLAN TO LAUNCH THIS NEW PRODUCT: x

9.1 Objectives of the marketing plan: x

10 The communication message and and content xi

11 How to get feedback result xii

12 ADVERTISING AND PUBLIC RELATION COMMUNICATIONS ANALYSIS xii

13 ADVERTISEMENT xii

IV CONCLUSION xiii

V REFERENCES xiii

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I INTRODUCTION

 Innisfree is one of the famous cosmetic brands in Korea Specializes in

manufacturing and supplying to the market a variety of skin care and face makeup cosmetics Innisfree pursues healthy beauty through trusted natural

ingredients.Innisfree continues to expand eco-friendly green design that contains all the rich benefits of nature.Innisfree receives very high rating from customers Besides these successes, the competitive market also requires

 Innisfree to increasingly diversify products and not only satisfy the demand for newness from customers Therefore, with our knowledge, our team would like to propose to Innisfree a new product called "Innisfree - Perfect White 2 in 1"

 In this new product strategy, our team used their knowledge of marketing and marketing strategies they had learned First of all, about the product After a while

of learning about beauty and the need to use skin care products of the market, we found that most of the products that replenish moisture and brighten the skin are very popular we have created the product ''Innisfree Perfect White Cream 2 in 1'' that can meet the above needs of the market Next is product promotion, we create short clips to introduce the product on social networking sites and launch a free trial of the product on launch day to capture customer reviews

III ANALYSIS RESULTS

1 COMPANY OVERVIEW

 Innisfree is a cosmetic brand founded in 2000 under the Korean cosmetics group AmorePacific The name of the brand is inspired by the poem The Lake Isle of Innisfree by the Irish poet W B Yeats, which means "an island for the skin to rest"

 This is one of the few Korean cosmetics companies that has received accreditation from the French organic certifying body ECOCERT The focus of Innisfree's brand idea is on nature, particularly as it relates to Korea's Jeju Island

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 Innisfree debuted its first location in Vietnam in October 2016 in District 3 of HCMC at 257 Hai Ba Trung Innisfree presently has 21 outlets in 6 major cities, including Ho Chi Minh City, over 5 years after opening its first store and supporting the Vietnamese beauty industry Hanoi, Da Nang, Hai Phong, Nha Trang, and Binh Duong are a few examples Numerous young individuals and consumers who enjoy using cosmetics support the brand nationwide

2 DEVELOPMEMT HISTORY:

 2000: Birth of innisfree, Korea's first naturalism brand

 2003: Start of the Empty Bottle compaign

 Collect used-up bottles of Innisfree products to earn

 Rewards point that can be used at the store

 From to 2003 to April 2019, a total of 24.7 million empty bottles were recalled (April 2019 to present)

 2005: Opened the brand's first street-side store in Korea

 2006: Launched a line of intensive moisturizing products extracted from Olives

 2007: Opened 100th store in Korea

 2008: Launched Green Tea product line made from Jeju green tea

 2009: Started sponsoring Olle Road on Jeju Island

 2010: Innisfree's 10th birthday Brand slogan [Natural Benefits from JEJU]

 2011: Start of Jeju cleaning campaign

 2012: Opened No 1 international store in China, west road Shanghai Nanjing (April)

 2015: Innisfree's 15th birthday Entering the Thai market (May) Open a Flagship Store in Shanghai 2015 Entering the Thai market (May)

 2016: Entering the Vietnamese market (October)

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 Innisfree’s total global profit exceeds 1 trillion won

 2017: Entering the US market (September)

 2018: Entering the Janpanese market (March) opened the first store at

Omotesando Tokyo

 Entering the Australian market (June)

 Entering the Philippine market (November)

 2019: Open official online sales channel in Japan (August)

3 THE CURRENT STATE OF THE COMPANY IN THE MARKET:

Innisfree is currently one of the few Korean products using natural ingredients that have been ECOCERE-certified organic after more than 20 years of production and research Innisfree is continually looking for unique components that are good for the skin in its quest for a natural and pure approach Many consumers have welcomed the brand despite the fact that many new companies were created with the idea of nature

4 TARGERT MARKET AND CUSTOMER:

 Product: The most notable aspect is how "hard effort" Innisfree puts into its research and technology investments to expand the variety of its product offerings The majority of Innisfree's products are made from natural ingredients including green tea, red pomegranate seeds, purple orchids, bija oil, cherry blossoms, and volcanic ash rocks

 Price: Products from Innisfree range in price from cheap to medium, making them ideal for both men and women Product lines' selling prices rise in tandem with performance standards, employed technology, and customer age

 Advertising: Most Korean products are used by Korean celebrities as exclusive brand ambassadors with pure beauty, elegance, and lightness, just like Innisfree always creates their products Innisfree also organizes many conservation activities and integrates messages to be conveyed in a creative and interesting way

 Distribution: In its home country of Korea, Innisfree is most famous for its café-combining store in Myeongdong – Seoul’s busiest shopping district When it comes to distribution, Innisfree has established a robust network that includes actual stores, malls, and supermarkets

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5 TARGET MARKET DEMAND AND CUSTOMER

 Products: Although focusing on skin-care products, Innisfree also pleases customers with makeup products, for hair, body, or men-specific product lines.It is clear that Innisfree's products have addressed and satisfied all client demands Every skin or body concern, regardless of gender, age, or other factors, can be addressed by an Innisfree product

 Price: Low-cost goods are often cleansers, toners, moisturizers, brow products, sunscreens, etc All of these items have a mild influence on the skin, supporting things like cleansing, moisture balance, and water supply When the face has not experienced many difficult challenges, young individuals are a good fit Products that address more complicated skin issues, such as acne skin, slow down the aging process and minimize pores are frequently more expensive The high price that Innisfree charges is acceptable given that these goods are also targeted at clients who have a more reliable source of income

 Advertising: Innisfree's product marketing approach involved broadening its product categories They make significant investments in product quality, employ natural ingredients, and are considerate of both consumer psychology and the environment This has been successful in drawing in plenty of clients huge, especially for individuals who enjoy using natural cosmetics A few examples of Innisfree products that are popular are the Green Tea Line, Volcanic Line, Bija Line, and Truecare Line,

 The majority of clients who have used Innisfree goods, whether they are skincare

or makeup products, etc., are really delighted Even the commercial pictures for the product use paper packing make a difference and uphold the idea of environmental respect

 Distribution: Due to Innisfree's focus on being a "green, natural, simple to use with the environment" brand, its stores are likewise created in the most

environmentally friendly manner In addition to being constantly updated and shown The store, which showcases the most cutting-edge, extensive, and varied items, doubles as a coffee shop and a relaxing spot where ladies can enjoy shopping while speaking In Vietnam, Innisfree stores are conveniently located throughout the country's major business hubs This makes it simpler for companies

to connect with young consumers

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6 EXTERNAL ENVIRONMEN

6.1 MACRO-ENVIRONMENT

 Macro-environment Socio-cultural “What skin care products are you using?” – is the catchphrase of women, and so are many others including men Everyone's personal beauty needs are increasing and there is no sign of decline, simply find a product that you can safely use beauty products without harmful chemicals unhealthy Therefore, the Innisfree brand was born with the aim of creating natural beauty products that are not harmful to health and create the best effect for consumers

 Economy: Compared with previous years, the average GDP has increased to 2,000 USD/person, GDP growth will stimulate spending, creating opportunities for businesses to attract customers more strongly According to surveys in recent years, the amount of "skincare" products is increasingly consumed with

unpredictable numbers With stable growth and increasing income, people's spending and beauty care needs become necessary and normalized, and this will

be a very potential market, stimulating the development economy

 Population and labor: Vietnam has a population of 93 million people, of which 65% are young people, the purpose of using beauty products of Vietnamese people

is increasing, and the number of women using beauty products 1-2 times a day

 Technological environment: With the beauty of consumers, by going to the store to buy, consumers can buy online at the product's website and the product will be delivered to your home with simple procedures And convenient In addition, Innisfree also applies many modern technology machines to create many quality skin care products to create satisfaction and professionalism for consumers

 Natural environment: Vietnam is a country with many favorable geographical locations that can be invested to get raw materials from nature, Vietnamese people often liken "Golden forest, silver sea" Area of agricultural land, In addition, there are many difficult factors hindering the increase of investment costs, pollution levels affecting raw materials, natural disasters, etc

 Regulatory environment

The beauty product business is one of the fastest-growing industries The government has issued many resolutions to create favorable conditions for businesses to invest in Vietnam On July 1, 2016, the Government issued Decree

No 93/2016 / ND-CP stipulating conditions for cosmetic production, creating a lot

of advantages for cosmetic manufacturing and trading enterprises However, many businesses have taken advantage of red flags in the management, inspection and supervision of the authorities to do business negligently, causing distrust of consumers and influence Set up e-government for businesses to have up-to-date information on business law

6.2 MICRO-ENVIRONMENT

 Jeju, the birthplace of Innisfree, has Fresh air, soft and warm sunshine; good and fertile soil, and clean and unpolluted water Innisfree is the first naturalist cosmetic brand in Korea, aiming to share the benefits of pure nature and true healthy beauty

 Innisfree has taken advantage of Jeju Island, the island of 4 precious energies from nature to create products that bring true beauty to customers Innisfree also creates

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a space for you to rest, relax and immerse yourself in the fresh nature of Jeju Island

 Starting from natural ingredients :Organic Green Tea: Organic green tea grows

well on organic soil at Seogwang Garden, Jeju After 3 years, thanks to natural energy and nutrients from the nourishing soil, hot, leaves and green camellia, we can maximize efficiency and capital strength.Innisfree has used this meticulously processed green tea at Seogwang Jeju to create a green tea field that energizes and

is rich in nutrients for your skin

7 THE ELEMENTS OF THE 4Ps

 Product: Innisfree is known as a brand specializing in skin care products

However, Innisfree is famous for its makeup, hair, body, and men's product lines Innisfree's products are very popular with users and meet all the needs of customers Every gender, age, or skin or body problem has a product to meet each person's needs

 Price: It is easy to see that Innisfree's products are priced from low to mid-range,

suitable for its customers who are young women The most popular price for Innisfree products is from 200,000-300,000 VND, a comfortable price range for students - students, office workers For this price, there will be skin care products such as cleansers, toners, masks, moisturizers, serums, etc, or makeup products like sunscreen, powder, lip balm, and eyebrow pencils

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 About 900,000 VND is the product with the highest price of the company, this is the price range aimed at customers with more stable income, so the high price applied by Innisfree is understandable, with products to treat more complex problems, such as acne or anti-aging

 Place: Innisfree focuses on building a wide distribution system from supermarkets, and commercial centers to genuine stores, e-commerce channels, online purchases, etc, That has helped Innisfree to reach target customers Faster, easier, and more efficient

 Promotion: Innisfree is collaborating with famous Korean singers and actors to improve brand awareness and attract customers The company also chooses the representative faces of celebrities with pure, elegant, and gentle beauty to create a highlight for their image Some ambassadors such as Yoon Ah, Wanna One can be mentioned, Jay Park, Suzy, Lee Min Ho, etc,

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 In terms of meaningful social activities, Innisfree organizes many activities to protect nature and integrates messages in creative and interesting ways

 Innisfree also regularly applies promotions, shopping combos, and ice cream gifts

on special occasions of the year or when launching new products In addition, when customers shop online, Innisfree also applies incentives when buying up to

299, 399, x99 and will be offered incentives such as extra gifts, free shipping,

loyalty points, etc,

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Ngày đăng: 10/05/2024, 21:43

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