develop integrated marketing communications program love beauty and planet

Love Beauty and Planet is a branch of Unilever that standsfor vegan products.. The name conveys a message which doesnot only make consumers more beautiful but also joins handsto go down

Lecturer : TRAN TUYET MINH

PREPARED BY :

LE PHUONG LIENBUI MINH TIEN TRAN THANH HUYENNGUYEN LUU CHIEN THANG LUONG THANH THAO

Table of Contents

Introduction……… 02 Company

2.Analysis of Promotional Program Situation………11

3 Analysis of Communication Process……… …16

4 Develop Integrated Marketing Communications

Program 19

5 Budget Determination……….29

6 Evaluate promotional program results/effectiveness 32

7 Conclusion………33

Unilever is a British multinational company that supplies adiversity of products about foodstuff and beauty care Unileverbranches are distributed on over the world In Vietnam, theUnilever market is one of the eventful segmentations, in detail,Vietnam consumers would love to have an experience onUnilever product chains

Love Beauty and Planet is a branch of Unilever that stands

for vegan products The name conveys a message which does

not only make consumers more beautiful but also joins hands

to go down negative impacts on the environment (Trinh, 2019)

Love Beauty and Planet product chains include hair shampoo,

hair conditioner, body shampoo, toothpaste, and body lotion

Beingproduced from organic ingredients, Love Beauty and

Planet is well-known for a trend of natural beauty care (Mint,

2019) Vegan cosmetics seem to strange to some consumers

However, thanks to advertising techniques, Love Beauty and

Planet win the consumers’ hearts Besides, in this dayand age,

the products manufactured under Love Beauty and Planet's

name are one of the top options for buyers Those products are

supplied to supermarkets, retail outlets Besides, buyers are able

to buy on the Internet like Shopee, Lazada, or Tiki Love

Beauty and Planet proposed goals that they want to achieve in

the near future such as responsible material source, waste

limitation, water save all of which take action because of the

environment As a result, Love Beauty and Planet is proving

itself as a good choice for people who fall in love with

consuming products that consist of organic ingredients in

order to lead to beauty care more carefully and decrease

drawbacks about the environment

Love Beauty and Planet is a vegan product line that does notuse ingredients derived from animals and does not test onanimals By entering the market with products which are madefromeco-friendly ingredients, the reason why customers areattracted is nowadays people change theirmind by consumingenvironmental protection-oriented products (Stávková et al.,2008) Therefore, the rate of Love Beauty and Planetconsumption is registered a significant change As a result, theprofit margin is widened and it is a foundation for Love Beautyand Planet to upgrade the product quality

Although the definition of vegan products is quite strange to

some customers, these days people are used to consuming more

than those in the past (Morwitz, 2014) The distribution of Love

Beauty and Planet is quite popular to young segmentation

With marketing campaigns, consumers are approached and

widen their knowledge about vegan products (Satit et al., 2012)

In fact, in the market about beauty, there are many branches

not only domestic branches but also foreign branches, Love

Beauty and Planet have a fixed amount of customers

Throughout the study, Love Beauty and Planet awareness is

evaluated and is able to conjecture the level of consumption

about this product line, the business can plan strategies that

serve customer demandand push sales (Alvarez & Casielles,

2005)

They get to know our 6 goals for a better

future They are on a long journey to make you

and the planet more beautiful And that starts

with small but strong steps Here’s what’s on

their to-do list for the next 2 years

OBJECTIVES

Sourcing ingredients responsible

They feel happy about infusing their formulaswith several ingredients like lavender, ylang ylangand vetiver that come only from certifiedsustainable sources However, some of theiringredients are still not there yet so they arecommitted that everything they use in ourproducts that is natural will be from certifiedsustainable sources by 2020

Their bottles are their pride and joy! Not only do they carry the

fragrant and indulgent formulas that work wonders on your hair

and skin, but also because they make most of these beautiful

bottles from 100% recycled plastic While most of their bottles are

made with 100% recycled content, their caps and pumps are not

Yet That’s why they’re committing to move all their caps and

pumps to use at least 50% recycled plastic by 2020 and improve as

they go ahead Fingers crossed, they will get there!

Reducing waste

Saving water

They have some pretty brilliant scientists Intheir goal towards making you and the planet alittle more beautiful, they designed rich, high-quality conditioners with fast-rinse conditionertechnology Because it helps break down theconditioner faster when it comes in contact withwater, this patent-pending, fast-rinse technologycan help you save some water every time youshower4if you're mindful and go easy on the tap!While they have cracked this technology onconditioners, they don’t feel that’s enough, so theycommit to making 100% of our shampoos fast-rinse, too, by 2020

They’ll always be transparent and open about their carbon

footprint and as part of that commitment they will not only disclose

their annual carbon emissions through the production and

distribution of our products 3 and the calculations they take to get

there 3 but also self-impose a <tax= on the carbon they create while

making their products Their goal to reduce our carbon footprint by

20% before 2020

They contribute $40 per carbon ton to a carbon tax fund which

then supports programs that help to reduce carbon emissions and

landfill waste They are working on partnerships that help use our

fund to encourage higher recycling rates and set up recycling

communities While they encourage you to partner with us to give a

little more love to the planet by doing your small acts, they are also

determined to reduce the carbon emissions through consumer use

through their commitment to new technologies and formats Stay

tuned!

Counting our footprints with honesty

Love beauty and people for the planet project

They believe in the potential and power of smallactions Through their partnership with Ashoka,they are supporting the mission and vision of threeyoung environmental activists, enabling them tokeep working on their goals towards the planet By

2020, they commit to doubling their support forplanet lovers and to keep helping them transformtheir passion to impact

Their love for beauty and the planet means they need to work

towards good products that make you look beautiful and give a

little love to the planet They are committing ourselves to at least 3

new product innovations by 2020 that enhance the beauty of your

hair and skin and those that continue our little acts of love for the

planet too

To brave & benevolent beauty

Love Beauty Planet's products are not really popular and are quite unknown to many

people The reason comes from customers not trusting, afraid to try new products and still

having doubts about product quality In addition, on the issue of relatively high price, it also

affects their purchasing decision

However, with confidence in the quality of the product, we affirm, the price of the product

is extremely worth the money and worth it The purpose of this project we want to

emphasize not only on product quality but also on safety because the product is extracted

from nature with a "dream" ingredient list and not tested on animals

Moreover, according to a survey of our project team, the majority of customers (aged

18-35) prefer products with lots of soap bubbles (illustrated) because they think more foam

makes washing their hair easier should be easier and cleaner Meanwhile, Love Beauty

Planet's shampoo products are quite foamy because the brand uses very few chemicals

and foaming agents, but the cleaning effect is not inferior to other products

This project we want to completely solve that problem Although the product produces little

foam, it cleans very well and is extremely safe for your scalp (because it is completely

extracted from nature) and prevents scalp diseases even if you wash your hair many times

Through that, we want to convey the message "Don't hold back, Detox the life" Don't

hesitate to use new products, keep trying and experimenting with our products And be

confident in yourself, purify your life and turn a new page That is exactly what we tell you

PURPOSE OF OUR PROJECT

In addition to gift sets such as sample kits for "girls"with many accompanying gifts, Love Beauty AndPlanet also offers a 20% discount on all products(except Body Lotion) to launch Duc Phuc's MV forthe campaign product promotion translation,MVMV "Trái Đất Đẹp Nhất Khi Có Em" https://youtu.be/ofRp1QWm7oo

The brand itself is a hair care product for

women, so special mothers' days or

women's honor days are special

opportunities for "Love Beauty And Planet"

promotions For example, on International

Women's Day 8/3, Love Beauty And Planet

gives "girls" a luxury gift box when buying

any 2 products of the brand (except Hair

Mask) or on Mother's Day All products are

discounted up to 27% with the message

"Happy Mother's Day, send 100% love to

people"

Thoroughly apply the price strategy when

the brand always offers many attractive

incentives such as up to 41% discount on

products and an additional 30K discount

for Unilever orders from 499K Not only

that, programs like GET 10 Special Beauty

Gift sets worth 700K for the top 10

Unilever Beauty & Personal Care orders

from 499K

INTERNAL ANALYSIS PROMOTIONAL/

MARKETING DEPARTMENT

ORGANIZATION

The ability of the company in

implementing promotional programs

Promotions of "Love Beauty and Planet"

are mainly applied at the point of sale

such as shopping malls or direct selling

points In addition, the promotion is also

applied when buying online on online

shopping platforms (shopee, lazada, )

58% of users always search forinformation on the Internet beforebuying a certain beauty product 58% ofusers will trust a product line when it isrecommended by an influence

Therefore, promotions are integrated byKOLS, Influencers and have discountcodes to motivate users to buy products

FIRM’S ABILITY TO IMPLEMENT PROMOTIONAL PROGRAM

Firm’s ability to

implement promotional

program

AGENCY EVALUATION AND SELECTION REVIEW OF PREVIOUS PROGRAM RESULTS

The customer appreciation programs and promotions

that take place all have strengths and weaknesses To

talk about strengths, promotions at the right time to

thank women, holidays are timely and capture the

psychology of female customers who want to reward

themselves with a gift or even a gift Suggested gifts for

men when thinking of gifts to give to their mother or

girlfriend Those promotions, to say the right catch the

trend and timely With product discounts, users tend to

want to buy more, because compared to the common

ground, the "Love, Beauty and Planet" product line has a

higher price than other shampoo lines , because the

product is natural, does not contain too much foaming

chemicals, is not tested on animals and promotes the

protection of nature and the earth

Besides the strengths, there are still weaknesses such as the

small customer segment Mainly, these promotions are

strongly held in commercial centers and supermarkets

Today's trend is that young people often buy on online

platforms because they have little time to go to the

supermarket

EXTERNAL ANALYSIS Consumer behavior analysis

Consumer behavior is the study of decisions made

by individuals, groups and organizations regardingthe selection, acquisition, use, and disposal ofgoods, services, ideas or experiences in order tosatisfy their needs their needs and desires.About the social factor

- Community: As a verbal communication, it can besaid that this is a form that has a lot of influence onconsumers' buying behavior (LBP hasaccompanied the Kols and according to research,58% of users Will trust to use a product line whenrecommended by an influence)

Social network: A place to gather communities via the Internet (LBP used communication channels, commerce sites)

e-About the personal factor :

LBP has greened its products to conquer young customers from 18-35 years old with different looks andpersonalities, oriented products in a way of life that loves nature, protects the earth - the ideal is quite suitablefor the present time now, has great influence

About the psychological factor

Love Beauty and Planet shampoo products have focused on scalp safety, low foaming, all-natural ingredients.According to the group's survey, 17.6% of consumers when it comes to shampoo will remember Love Beautyand Planet products, the product recognition is still quite low Therefore, when recommending this product,shoppers will often compare LBP shampoo with other brand shampoo products in their memory Afterpurchase, they will have a review after testing and comparing the function with other shampoos to decidewhether to return to continue buying Love Beauty and Planet shampoo or not

On the other hand, consumers who care about the environment and health are more likely to look for friendly products, including shampoos They will search for shampoos with the above attributes, consideroptions and make a purchase decision

ANALYSIS

3 market segmentation criteria:

Segmentation by geographical criteria

By province, city: Because Love, Beauty and Planethas a relatively high price, the brand focuses oncustomers living in big cities and urban areas due

to their fairly high income

Demographic Segmentation-Gender: Female: because the product is fragrant,soft

-Age from 18-35: young people share the sameideal of protecting the earth

Segmentation by consumer behavior: people wholove nature, like natural products will tend to buyproducts with the above attributes

Towards comprehensive hair care and care with

damaged hair, smoothing hair all day long,

active>LBP tends to young, dynamic, and short-lived

girls Based on the above research, we can see that

Love, beauty and Planet is positioning the market by

targeting women, the same product group as hair

care shampoo/conditioner and targeting the earth,

using products from nature

Market positioning

Digital marketing, also called online marketing, is the promotion of brands to connect with

potential customers using the internet and other forms of digital communication This includes

not only email, social media, and web-based advertising, but also text and multimedia messages

as a marketing channel,

Love Beauty and Planet also launched the filter "lovebeautyandplanet" on Instagram and

Facebook platforms to increase interaction and communication effects Share on tiktok platforms

the videos of beauty bloggers about product experiences and reviews In addition, environmental

protection campaigns are widely spread everywhere where the brand is present Although the

brand is relatively new, only about three years old, it is already present in more than 40 countries

The brand has found that some consumers have begun to change their buying habits by

incorporating more sustainable product options With campaigns to go green together strongly

transmitted through media channels, Love Beauty and Planet has seen these consumer changes

as an opportunity to offer more choices to consumers on the go their own personal sustainability

program

The D2C e-commerce model provides important data to analyze and understand customer

preferences Understanding customer psychology is an opportunity for businesses to approach

customers face-to-face and implement personalized communication campaigns

The AI Bot tool to create 2-second videos with personalized content to thank customers is the

highlight of the success of the campaign "The most beautiful earth when have you" initiated by

Unilever's Love Beauty and Planet brand in association with T&A Ogilvy on the occasion of October

20, 2020 In addition, the brand also collaborated with KOLs to create a special song for women

with social networking activities Since then, the campaign has contributed to a 3.5 times increase

in brand awareness with nearly 280 thousand interactions, more than 5.4 million views on social

networks and above all, achieved a revenue increase of 51% compared to with the previous

quarter

Data collected from interactions on e-commerce platforms can be valuable in many ways, such as

a live personal data file that allows brands to follow and support customers through channels

communication channels such as email or messenger, then bring consumers to the bottom of the

marketing funnel, establishing brand loyalty

Campaign: Don't hold back, detox the life" will deploy each sold product bottle will have a QR

CODE corresponding to each song dedicated to each customer who owns the product of "Love

Beauty and Planet".Creating dances on the background of the song "" Summer"" on the tiktok

platform

DIGITAL/INTERNET

MARKETING