report of integrated marketing communications developing an integrated marketing communications imc plan for love beauty and planets shower gel in vietnam market for the first six months of 2024

The Ministry of Finance UNIVERSITY OF FINANCE — MARKETING TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING REPORT OF INTEGRATED MARKETING COMMUNICATIONS DEVELOPING AN INTEGRATED MARKETING COMMUN

The Ministry of Finance

UNIVERSITY OF FINANCE — MARKETING

TRƯỜNG ĐẠI HỌC TÀI CHÍNH - MARKETING

REPORT OF INTEGRATED MARKETING COMMUNICATIONS

DEVELOPING AN INTEGRATED MARKETING COMMUNICATIONS (IMC)

PLAN FOR LOVE BEAUTY AND PLANET’S SHOWER GEL IN VIETNAM

MARKET FOR THE FIRST STIX MONTHS OF 2024

Lecturer: Nguyén Thi Minh Ngoc Members:

Nguyén Ngoc Tra Mi Nguyén Ngoc Bao Anh Mai Quynh Dong Nhi

Lê Vương Tram Anh

Lé Thanh Thién

HO CHI MINH CITY, 2023

TABLE OF CONTENTS

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PARTL INTRODUCTION

LI Market and business overview

L.1.1 Overview of the personal care market in Vietnam

According to Statista research, revenue in the Personal Care market reached US$627 million in 2022 The personal care market in 2023 achieved impressive revenue in Vietnam US$651 million Revenue is expected to show an annual growth rate (CAGR 2023-2027) of 9.83%, resulting in a projected market volume of US$947m by 2027

According to McKinsey's Vietnam Consumer Trends Survey Report (December, 2022), Vietnamese consumers have had a significant shift in spending on health and beauty products Accordingly, consumers want to increase spending to 8% for skincare and makeup products, 10% for personal care products and especially 20% for functional food and vitamin products (McKinsey, 2023)

Consumers report negative net intent on spending overall, and a

refocus of the spend on food basics and health

Expected spending per category over the next 2 -3 months vs usual’ m.= m - = =

Gap of % who respond they expect to increase spending vs they expect to decrease spending

—— = — Em nổi sẽ ‘0:

Vietnam 2E India 2 Indonesia 20 China 3 Australis 30 Korea T5 Japan +

Food and + 12 é 3 =i—— 5 12

Servic rvices “7 : == 7 a7 : 20 1 12 1 3 > ¬ 1

4 za £ “13 18 “10 4 1ø ae ° 7 — 31 3

New trends determine the buying behavior of beauty and personal care products:

The top 5 factors influencing Vietnamese buying decisions are: healthy (77%), organic/natural (77%), trust in the brand (75%), environmentally friendly (62%), and contributing to the community/society (61%)

With optimistic economic growth, Vietnamese people are becoming more concerned about factors such as the environment and community Vietnamese are also worried that artificial ingredients will affect their health in the long run (80%) and they are willing to pay more to ensure the products they buy are free of harmful substances (79%) Today, customers not only want to see a product with the message "no harmful substances,” but they also want to know the good ingredients inside the product For example, a paraben- free message can boost sales by 2.4%, while a paraben-free message accompanied by a message about a natural ingredient inside can boost sales by 12 (D6, 2021)

1.1.2 About “Love beauty and planet”

Love Beauty and Planet, a Unilever personal care brand Love Beauty and Planet products are certified safe and cruelty-free The name conveys a message that not only makes consumers more beautiful but also joms hands to bring down negative impacts on the environment And the brand has committed to net-zero greenhouse gas emissions by

2030 Although this brand is quite new, only about three years old, it is present in more than 40 countries, including Vietnam

Love Beauty and Planet is a cruelty-free, vegan brand that primarily focuses on hair and skin products Love Beauty and Planet products are not animal tested and independently certified plant-based by Vegan Action From shampoo bars to vitamins and deodorant, the brand has a wide range of products for sustainable consumers Being produced from organic ingredients, Love Beauty and Planet is well-known for its trend of natural beauty care (Mint, 2019)

On its website, Love Beauty and Planet explains that all product packaging is made of 100% recycled materials By sourcing ingredients responsibly, reducing waste and saving water, counting their footprint with honesty partnering with activist programs, and developing innovative, sustainable product solutions, Love Beauty and Planet's efforts to create an eco-friendly brand are effective and compelling (LBP, 2023)

Oooo developing innovative, sustainable product solutions

tỉ About “Love beauty and planet” shower gel

Pr folio:

Love Beauty and Planet Murumuru Butter & Rose

Love Beauty and Planet Coconut Water

Flower

Love Beauty and Planet Tea tree oil & Vetiver

Love Beauty and Planet Coconut oil & Ylang Ylang

1 The brand Love Beauty and Planet can

distinguish itself from its competitors by

their core values and aesthetics

2 The business's outstanding principles,

transparency was regarding its carbon

impact in operations, and the use of

sustainable resources show responsibility

and integrity

3 Low product costs for high-quality,

environmentally friendly products so that

customers have more affordable, high-

quality options when thinking about using

"oreen" products

4 Established with noble beliefs, in

accordance with their values and

principles

5 Products from Love Beauty and Planet

can be found at large supermarkets and

malls, where it is simple to draw in

potential customers

1 There are sustainable local brands that have the same or lower prices than Love Beauty and Planet that not only offer more products but are also non-toxic

2 Love Beauty and Planet is not as popular as others because they do not advertise on Television and post little or

no content on social media

3 With its sustainable brand message and core values revolving around protecting the environment, it doesn't appeal to customers who love fancy luxury products

or who find it doesn't make a difference to the Earth

4 Some customers are dissatisfied because the organic shower gels/ shampoos do not include sodium sulfate, which is needed for creating foam in shampoos and shower gels

OPPORTUNITIES THREATS

1 GDP per capita of Vietnamese

consumers is steadily increasing every

year, indicating that the demand for Love

1 Brands are increasingly concerned about the environment, giving users more Consumers are now more

options

6

Beauty and Planet shampoo might be

higher in the next few years

2 Lifestyle goods such as shower gels are

one of the most important expenditures in

Vietnam, indicating that the market will

become a high-value industry for Love

beauty and planet to grow

3 Growing awareness of shower gels with

natural ingredients among Vietnamese

consumers may help Love beauty and

planet gain more opportunity to improve

sales

4 Love beauty and planet can boost

product sales by co-oporating with popular

online shopping apps and hiring

influencers and celebrities for digital

marketing

5 In the past few decades, Vietnamese

consumers prioritize environmental

protection and predict that eco-friendly

brands like Love Beauty and Planet will

gain popularity and customer loyalty

3 Millennials and Gen Z customers tend

to be skeptical about product quality and benefits, often relying on product reviews before making a purchase This makes it more likely for businesses to lose sales to products with more reviews

4 Outsiders selling fake products could damage Love Beauty and Planet's reputation and erode consumer trust

any &@®

PALMOLIVE plana ceceon

Dove

y Low price High price

by taking responsibility and working to reduce its carbon footprint (LBP, 2023)

b Product differentiation

Recycle plastic bottles

The packaging of the product places a strong focus on ocean recycling plastic as a key point of uniqueness People are becoming more interested in sustainable development and, consequently, environmentally conscious consumption in the Vietnamese market nowadays As a result of this background, green products have new prospects since they address Vietnamese consumers’ ethical concerns about the environmental effects of their consumption Therefore, it becomes logical to assume that Love Beauty Planet has a competitive edge over rivals in providing innovative, forward-thinking, and cheap products to its green market group

Organic ingredients — vegan brand

Organic components are a differentiator worth considering According to Love Beauty and Planet's website, at least 92% of the ingredients in shower and bath gel formulas — including water — are produced naturally This differentiation approach, however, is up against other local companies that have more expertise in identifying the components that Vietnamese consumers want, such as Cocoon, in a very competitive market

c Competitors

Cocoon

Cocoon specializes in beauty for Vietnamese people from close and familiar raw materials The domestic cosmetic market is increasingly preferred over international products The policy of "Vietnamese people use Vietnamese goods" is a great strength for

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Cocoon However, it is limited in price higher than other shower gels in the market because of the use of natural ingredients (Cocoon, 2023)

Dove

Dove is the market leader Dove's brand awareness was quite high and became a competitive advantage in the personal care market Dove is famous for its quality, nourishing and moisturizing products with ingredients that do not contain chemicals and natural extracts However, Dove is limited in price because of rising prices of commodities such as crude oil, palm oil and soybeans, as well as higher shipping and packaging costs (Dove, 2023)

Enchanteur

Great brand strength due to being a long-standing brand in Vietnam At the same time, the brand name sounds very Western, which has hit the psychology of foreign goods of Vietnamese people It is present almost at points of sale making it easily accessible to everyone Although the price is not high, customers are still not satisfied in some aspects such as the aroma does not last too long, the smell is quite strong, strong, and slightly greasy after bathing (Enchanteur, 2023)

Palmolive

As a subsidiary of Colgate — the brand has a long and rich history Palmolive shower gel has a natural composition and no harmful substances Despite the price advantage, Colgate's shadow is so big that Vietnamese people hardly know Palmolive's shower gel (Palmolive, 2023)

H.I Marketing objectives

Increase sales by 15% of target market in HCMC, Hanoi, Da Nang and medium and large provinces in the first 6 months of 2024

PARTIH TARGET AUDIENCE

Da Nang., ) Job: College student, doing part-time jobs, internships

Income:

- Below 2 depends on parents

- 2-4 million VND/month:

Some have worked and have their own incomes

million:

but are few

Age: 25 - 35 years old Location: Living in medium and large cities and provinces in Vietnam (Ho Chi Minh City, Hanoi,

Da Nang ) Job: Currently working (full time/ part-timeí internships/ office staff ) Income: Stable to high

income 6-15 million VND /month

Behavior Choose shower gel at a

reasonable price but with good quality

Began to like products with natural extracts, which do not harm the skin

Willing to pay for high- quality products, ensure the health of themselves and their family

Likes to use products with natural ingredients, or take action to protect the environment

Psychological

Start mastering life, buy

personal belongings for

Beautify yourself, want to renew yourself

yourself

Influenced by Reviewers, KOLs, Beauty bloggers, Tiktokers

Interested im a_ green lifestyle and simple living

They want to try something new and Use social networks and E-

commerce platforms to search for or buy products Take care of and care for their family and themselves

Influenced by Reviewers, KOLs, Beauty bloggers, Tiktokers

about the should

different promote environmentally

Look for natural, friendly products

eco-

Regularly compare prices and functions of products, more fastidious m choosing product quality products

Communication preferences Facebook, Youtube,

Tiktok, Instagram

Facebook, Tiktok, Zalo,

Demographic Age: 18-35 years old

Location: Lives in big cities and small cities: Hanoi, Ho Chi Minh, Vung Tau,

Behavior Buy for family members, lovers, friends on special days

(Tet, valentine's day, Birthday, Woman’s Day)

Psychological Tends to be influenced by Reviewers, KOCs, Tiktokers

Communication preferences

TikTok, Facebook, Youtube, Instagram

Psychological: The KOLs Influencer has a green lifestyle, cares about

environmental issues, and prioritizes the use of biological products

lãi

8 Cooperate with dealers and product distributors to reach customers

3 throughout Vietnam Increase the variety of shower gel products

2 Cooperate with well-known environmental protection groups on social

E networks to accompany to spread the positive energy and responsibility of

E the brand to the environment as promised

IV.1 Brand role

Love beauty and planet started with the goal: "To make you not only more beautiful, but also to send a little love to our earth We are always striving to make a difference, for a happier planet, less wasteful after every bath Indeed, our motto 1s to cover the entire product lifecycle and beyond That shows in the special attention to ingredients, product packaging and social partnerships" (LBP, 2023)

Truth: After a long, tiring day, they want to go back and take care of themselves They want to take care of their skin with a product that is gentle, benign and naturally fragrant Tension: However, most shower gel products have unnatural ingredients that make them concerned about their health and skin In addition, plastic bottles increase environmental pollution with a large number of plastic bottles discharged every year

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Motivation: They want products that are extracted from nature, benign for the skin and fragrant to cherish their beauty At the same time, they promote the selection of environmentally friendly products, thereby contributing to greening the Earth

O Insight: "After a hard day's work, they want to go back and take care of themselves They need a shower gel that is gentle and benign for the skin However, most shower gel products have unnatural ingredients that make them concerned about their health and skin In addition, plastic bottles increase environmental pollution They wanted to find a shower gel with natural extracts that was gentle on the skin and environment without compromising on quality or effectiveness."

“Vẻ đẹp không nên chỉ

thể hiện ở hình thức bề

ngoài mà còn phải qua

những việc tử tế”

Go natural, go green with beauty routine

It emphasizes the use of natural and sustainable ingredients, eco-friendly packaging, and ethical sourcing practices By choosing Love Beauty and Planet, consumers can feel good about their beauty choices and contribute to a more sustainable future

Key message for campain: “Mot lan da xinh, mot hanh tình xanh”

PART V PROGRAM

V.1 PHASE 1: TRIGGER

V.1.1 Objective

- Reach 1.000.000 views with TVC “Love beauty and planet”

- Reach 50% of TA interact on social media

- Reach 50% of TA's awareness and understanding of the message

V.1.2 Key hook

- TVC “Love beauty and planet”

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V.1.3 Specific activities

V.1.3.1 Create a discussion on social networks

O Time: 02/01/2024

| Channel: Facebook, TikTok

(1 Hashtag: #Lovebeauty #yeucaidep

1 Content:

Post on Fanpage, TikTok: ask the question, "Ban có thực sự đủ yêu vẻ đẹp của bạn?"

Create a gossip effect about self-care in the target audience that Love beauty and planet

is targeting for communication

V.1.3.2 Advertising

Activity 1: TVC “Love beauty and planet”

O Time: 14/01/2024

LI Channel: Youtube, Facebook, TIktok

LO) TVC execution technique: Slice of Life

Li TVC appeals: Rational & Emotional Appeals

{ Content:

Begin: The office worker during a break was surfing social media (showing images of drought in Hawaii, floods in China) when she was suddenly attracted by the scent of her colleague's Love beauty and planet shower gel bottle (just given to her by her boyfriend) Transitions: She came home from work and felt uncomfortable about the smog and litter on the way back Arrivied home after a hard day's work, she went to the bathroom as her usual routine And then as she used her shower gel, she suddenly remembered the scent of her colleague's new shower gel bottle After taking a shower, she searched for reviewers on Tiktok to find out product information (mentioning that the product has anthropogenic extract and is environmentally friendly) and bought it the same night

End: She feels more confident and relaxed with a natural scent that is not as harsh as the old product In addition, she feels even more satisfied that a small act of hers (choosing to buy Love beauty and planet) can contribute a large part to this planet

Activity 2: OOH advertising

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LÌ Location: Ho Chi Minh City and Hanoi

Reach potential customers by:

- Place Billboard 2 sides at large roundabouts such as Dien Bien Phu roundabout

- Post advertising posters at major bus stations, mall (Van Hanh Mall, Lotte Nam Sai

Gon, Aeon Mall, )

V.2 PHASE 2: ENGAGE

V.2.1 Objective

- Bring the campaign's message to about 3,000,000 people

- 40% of customers who have purchased products post about their experience with Love beauty and planet shower gel

- 100.000 reaches for the Talkshow

- 15.000 participants for the Talkshow

- Gurantee 35% of customerss will have knowledge about Love beauty and planet through sharing from specialist

V.2.2 Key hook

- Vote “Miss Nature” — Review Love beauty and planet’s shower gels

- Talkshow “Mot lan da xinh, mét hanh tính xanh”

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