digital marketing group assignment công ty cổ phần morra

A.Situational AnalysisI.MICRO ENVIRONMENT Vision: Morra tries their best to bring the Vietnamese perfume brand to consumers, accompanied by the slogan "Vietnamese people use Vietnamese g

A.Situational Analysis

1 Company 2 Competitors

2.1 Ohi Perfume 2.2 Charme Perfume 3 Supplier

4 Customer (5W1H) 5 Distribution Channels

1 Political 2 Demographic 3 Economic 4 Social-Culture 5 Environment

IlI INTERNAL 1 Product & Brand 2 Competitive advantage III Marketing mix

1 Product 2 Price 3 Place 4 Promotion 5 People 6 People

6.1 In-store experience 6.2 Buy online at website

6.3 Buy online through social networking sites Facebook, Instagram 6.4 Order online via shopee

7 Physical evidence

STRENGTHS WEAKNESS OPPORTUNITIES

THREATS

B MARKETING OBJECTIVES I AIM

II MARKETING OBJECTIVES

C STRATEGIES & TACTICS

1 Insight 2 Big idea 3 Key message 4 Phase

A.Situational AnalysisI.MICRO ENVIRONMENT

Vision: Morra tries their best to bring the Vietnamese perfume brand to consumers, accompanied by the slogan "Vietnamese people use Vietnamese goods", wishing to open up the world of exclusive fragrances and imprinted with Vietnamese imprints

Core Values: Morra understands that to be successful requires the trust of customers Those are quality products, customer service is the top concern Morra identifies prestige and responsibility as a guideline for all activities on its way, taking customers as the center to develop a powerful Vietnamese perfume brand

Business model: Business- -customer (B2C), Morra's current main tobusiness is selling perfumes, candles to customers who have needs through online form and direct experience at the store

2 Competitors: 2.1 Ohi Perfume:

Brand:

A luxury perfume brand, owned by OHI Commercial Production Joint Stock Company Although it is a perfume brand launched not long ago, with excellent quality in each product, OHI PERFUME has quickly conquered the hearts of customers, especially Vietnamese consumers As a product with Vietnamese wisdom, up to now, OHI PERFUME has been asserting its position in the nationwide market, becoming a pride for neighboring friends

Product:

Currently, OHI PERFUME is providing the market with the following product lines: Perfume for men/women, Essential oil perfume for men/women, Mini travel perfume for men/women

OHI PERFUME brings its own distinctive scent Because perfume is prepared according to a special formula With all natural ingredients, alcohol free OHI PERFUME is committed to applying advanced and modern technologies combined with the most beautiful inventions to produce safe and high quality perfume products; always strictly follow the regulations on production of pharmaceuticals and cosmetics of the Ministry of Health to ensure the quality of output products is always the best, meeting the needs of use and full satisfaction of customers.

Price:

Ohi perfume's products have prices ranging from only 220,000 vnd to 1,100,000 vnd, giving consumers many choices that are affordable and much cheaper than Morra perfumes priced from 805,000 vnd to 1,611,000 VND This is also a clear competitive advantage between Ohi's products and Morra's products.

Place:

Ohi focuses on distributing products in large and modern commercial centers with a large number of visitors every day, so the opportunity to reach a large number of customers is quite easy Ohi's stores have the main color of red and the brand logo is placed in quite visible places, through which customers can easily recognize the store.

Currently, Ohi has 4 stores in 4 big shopping centers, namely Aeon Mall, Tan Phu District, Aeon Mall Binh Tan District, Vanh Hanh Mall District 10 and Giga Mall - Sense City, Thu Duc District

Ohi also combines online sales at social networking sites such as facebook and e-commerce sites such as tiki, shopee,

Promotion:

Ohi still does it, but doesn't put much emphasis on promoting on social networking sites like Facebook or online newspapers and using internet search engines They mainly promote products at the point of sale and trade center fairs.

As we can see, the posts promoting the new product and the image of the Ohi perfume brand on social networking sites as well as the promotional videos of Ohi perfume do not receive too many responses from the customers and also are not posted often.

2.2 Charme Perfume:Brand:

CHARME PERFUME JSC was established in October 2016 With the criterion CHARME PERFUME FRENCH perfume for Vietnamese people! In order to –create perfume products of good quality, comparable to famous brands in the world, but at a reasonable price, making it easy for all Vietnamese people of all customer segments to use With efforts for 3 years, CHARME Perfume has quickly reached out and affirmed its name in the perfume market in Vietnam It is enthusiastically received and evaluated by a large number of customers as a good quality product, in accordance with the criteria of consumers

Product:

Charme perfume is imported with ingredients completely from FRANCE and is produced and poured in a Vietnam factory according to the formula completely transferred from Europe with modern processing and distillation technology The factory meets ISO and GMP standards The fragrances are selected by experts from FRANCE based on the most famous product lines in the world, which are loved by many users, then launched under the brand name CHARME with a product with a very long-lasting scent luxurious and modern is no different from imported products from Europe and America Currently, Charme has 10 types of fragrances for men and 16 types of perfumes for women.

Price:

Charme promises to bring new choices of high-end perfumes at the best prices to Vietnamese consumers About the price of Charme perfume, this is the top factor that makes many of you want to try Charme This is also the development orientation of CHARME, producing quality products at reasonable prices for Vietnamese people Charme's products have prices ranging from 165,000 VND to 720,000 VND, which can be said to be a very affordable price for Vietnamese people, and is a huge competitive advantage with current brands in the market

Place:

Charme has 4 main sales locations in Vietnam and 1 location in France: CHARME PERFUME COMPANY OFFICE 311 Hoang Van Thu, Ward 2, Tan Binh District, Ho Chi Minh; CHARME PERFUME AGENT FEBRUARY 3 213 - 213A 3/2 street, ward 11, district 10, city Ho Chi Minh; CHARME PERFUME AGENT NGUYEN CUU PHU Branch 4425 Nguyen Cuu Phu, Tan Tao Ward, Binh Tan District, Ho Chi Minh City, Ho Chi Minh City; CHARME PERFUME AGENT Hanoi

Branch 75 Trang Thi, Hang Bong Ward, Hoan Kiem District, Hanoi and CHARME PERFUME AGENT IN FRANCE - PARIS 25 Place de la Madeleline, 75008, Paris In addition, the company has about 115 showrooms selling products spread across the country, achieving a record for the fastest growing number of Showrooms in the Cosmetics and Perfume industry And will continue to increase the number in the near future.

Promotion:

Take advantage of media and social networking sites: Facebook, Youtube and Instagram to advertise and communicate with customers.

Charme also cooperates with KOLs like Noo Phuoc Thinh, Tran Thanh, along with the use of articles and short clips introducing products to promote brands and products.

3 Supplier:

The process of finding Morra's way can be mentioned from the selection of scents imported directly from France - the cradle of human perfumery The famous perfume scents from the past to the present from the country will be contemplated and created by Morra makers to suit the people and climate of Vietnam.

4 Customer (5W1H):

Who:

Young customers aged 16-35

Those who have a need to use and love perfume have an average income The customer is the person who makes the purchasing decision

Affected customers in purchasing decisions: social networks, friends, perfume sales consultants

Those who want to experience hand-mixing their own scent, want the perfume bottle to be imprinted with their personal imprint

Those who want to give gifts to lovers, friends but want that gift to be meaningful, interesting and unique

Where: Online:

- Customers often appear on social networking sites such as Facebook, Instagram, Youtube, Tiktok, etc.

- Reference information source: Google; Fanpage, Web of Morra Perfume Company.

- E-commerce shopping sites: Tiki, Shoppe, Lazada, - Listen to recommendations from relatives or review…- On social platforms of influencers, KOLs

- On holidays such as: International Women's Day, Valentine's Day couples want to increase their love by new experiences such as making perfume together to give to each other.

How:

- The buying decision process: find products directly at shopping centers, selling locations or indirectly through e-commerce sites or social networking sites, the internet, listen to relatives, friends review prices and referrals -> feel like -> want to buy -> refer to products -> compare information (products with products, promotions, prices, services of the store with the store) -> Go to the supply store -> consult the people around -> decide to buy the product -> Evaluate.

*Promotion:

Performance: The sale campaign has been carried out monthly by buying 1 large bottle of perfume and getting a small size free, buying a set of 5 products, getting 1 more product free and up to 20% off on important occasions

1 Political

Vietnam is a country with stable political institutions, creating favorable conditions for production and business activities of enterprises, and the government also creates the most favorable environment for start-ups and innovation Therefore, young businesses like Morra can unleash their creativity and development to bring users quality products and experiences Currently, the government has enacted a number of laws regulating business with the purpose of:

+ Protecting consumers against fraudulent business situations: Morra understands that to be successful, it is necessary to gain trust from customers Those are quality products, customer service is the top concern Morra identifies prestige and responsibility as the guideline for all activities on its way, taking customers as the center to develop a powerful Vietnamese perfume brand.

+ Protecting the interests of society: Morra always follows government regulations in business such as closing online-only stores during the Covid-19 pandemic.

2 Demographic

Size and growth rate of population in Vietnam Total population: 98.144.719 people Age structure:

+ 0-14 years old: 25.2% + 15-64 years old: 69.3% + Over 65 years old: 5.5%

Number of women: 47,625,625 people

In the early years of the 21st century, perfume was considered a luxury item for the few, but now, the demand for perfume use by Vietnamese people has increased sharply Starting to be replicated in the urban customer segment for about 15 years now, the Vietnamese perfume market has especially developed in the past 5 years with the fact that regardless of the perfume line on the shelves of foreign stores the day before, the next day appeared in Vietnam, even earlier

4 Social-Culture

The more developed society, the higher the level of movement, the more necessary and diverse the need to smell People not only use perfume for the purpose of fragrance anymore, but the scent gradually becomes a hobby, bringing a certain life inspiration to each person

Vietnam is a country with a hot and humid climate, located in the tropical monsoon region, hot and cold, the weather changes erratically because perfume bottles are specially made to suit the Vietnamese climate Very effective project

As a land that is always very rich with natural resources, it is easy to recognize that Vietnamese perfumes always show harmony with nature

The fragrances accompanying a delicate Vietnamese person will clearly show each breath of plants, flowers, even the extremely authentic, rustic, warm scents of wood, the sweet scent of plastic trees, or the cool scent of the forest canopy in the morning dew

5 Environment

Morra is very concerned about environmental issues, they use glass bottles, when you run out of product you can bring it to the store to refill They also use paper bags and boxes instead of plastic bags to pack products, in their products they do not use preservatives, parabens to protect the environment and customers' health

According to Mr Tran Thanh Kien, founder of Morra, Morra was born in a very difficult situation with the perfume market from big brands like Gucci, Chanel, Dior or Calvin Klein and Vietnamese perfumes are appreciated copper is bad perfume, bad perfume, cheap Therefore, Morra was born to change people's views and open up a world of Vietnamese fragrance

Morra is the first perfume brand in Vietnam where you have the opportunity to experience the perfume preparation process directly at the store instead of just buying ready-made products

desire to bring a line of perfume products made in Vietnam but still imbued with poetic French

2 Competitive advantage

- Unique business form: Besides selling ready-made perfume bottles for sale in stores and buying online, customers can also experience creating their own perfume bottles, through the consultation of the staff, customers will create their own, unique scents from the scents available in the store and customers can write their names on it.

Reasonable price for high quality: With ingredients imported directly from Europe, Morra brings users high quality perfume bottles at extremely reasonable prices In addition, with the same scent, customers can choose different sizes to suit their use and budget

3 Social media

Morra's fanpage has more than 560,000 followers, has a high amount of interaction through minigmae posts, discounts

Morra's instagram page has 177,000 followers, with beautiful, luxurious images that attract a lot of young people to follow and care

Morra's shopee has 6000 followers, rated 4.9 stars and sold a lot of products

Morra's social media pages are all integrated with sales functions, customers can easily order through facebook, website, instagram under the enthusiastic advice of store staff

IV Marketing mix

With each product line, Morra always brings customers quality products, from packaging to packaging, Morra always focuses on each note in each perfume bottle They always change, upgrade the quality to get the best perfume bottles to users

2 Price

There is a price difference between different scents and sizes, ranging from 1,200,000-2,500,000 VND (30ml-100ml), and 10ml sizes (350,000VND)

This price is quite high compared to the perfume market in Vietnam, but with the quality and experience that Morra brings to customers, this price is extremely reasonable

In addition, Morra has many promotions and discounts every month on shoppe or holidays

3 Place

Morra currently has 7 stores in Ho Chi Minh City so that people can come to buy and experience the services However, now the situation is very complicated, so Morra mainly does online business on social networking platforms such as facebook, instagram, on websites and on e-commerce platforms like shoppe

4 Promotion