e commerce project

Market Positioning Overall, Lagom's values of sustainability, subtle scents, and excellent customer service bring a fresh perspective to the candle market and provide consumers with a hi

VIETNAM NATIONAL UNIVERSITY- HO CHI MINH CITY

UNIVERSITY OF ECONOMICS AND LAW

Number Name Class Student code

1 Trịnh Tuyết Quân K224IICA K224111501

2 Chu Thi Thuy Dung K22411CA K224111482

TABLE OF CONTENTS

1.3.6 Value Proposition 6 1.4 Industry Analysis 6 1.4.1 Macro environment 6 1.4.2 Micro environment 14 1.5 Market Analysis-Targeted customer 16

1.6.1 Potential competitors 16 1.6.2 SWOT analysis 18 1.7 Technology Solutions 21 1.7.1 Form of Transaction 21 1.7.2 Website Building 21 1.7.3 Payment and Delivery 23

1.8.1 Target Audience 24

1.8.2 Unique Selling Proposition (USP) 24 1.8.3 Promotion Objectives 24 1.8.4 Promotion Strategies and Tactics 24 1.8.5 Performance Metrics and Marketing 27 1.8.6 Budget Allocation 27

1.10 Financial Analysis 31 1.10.1 Capital Structure 31

1.10.4 Business scenario in the first year 35 1.11 Risk Management 36 CHAPTER 02: E-COMMERCE WEBSITE DESCRIPTION 38 2.1 Introduction the website 38 2.2 Illustrate the basic structure of the Website 38 2.3 Detailed description of 39 the main components of the Website

Chapter 01: The E-Business Plan

1.1 Introduction

1.1.1 Purpose

The purpose of this instructional material is to furnish a comprehensive set of instructions for devising and implementing an electronic business strategy for Lagom, a scented candle brand The objective of this plan is to help Lagom enhance its virtual reach, connect with a larger audience, and elevate customer satisfaction by integrating electronic technologies and e-commerce approaches

Platform: Mobile application & Website

Location: Vietnam, Thu Duc City

Overview

Lagom is a brand that specializes in selling candles The brand is known for its commitment

to offering high-quality candles that are eco-friendly and sustainable Lagom believes in the concept

of "Just enough" or "not too little, not too much," which is reflected in their product line Our candles are designed to provide the perfect amount of scent and ambiance to create a relaxing and comfortable atmosphere Lagom's candles are made from natural, non-toxic materials, including soy wax and essential oils Lagom’s commitment to sustainability extends to our packaging, which is made from recycled materials and can be reused or recycled again One of the unique aspects of Lagom's candles

is our subtle and sophisticated scents Instead of overwhelming fragrances, Lagom’s candles provide a subtle and refined scent that creates a relaxing and cozy atmosphere Our candles come in a range of scents, including lavender, vanilla, and sandalwood, among others In addition to our commitment to sustainability and our subtle scents, Lagom is also dedicated to providing excellent customer service

We offer fast and reliable shipping and have a helpful and knowledgeable customer service team available to answer any questions or concerns

Market Positioning

Overall, Lagom's values of sustainability, subtle scents, and excellent customer service bring a fresh perspective to the candle market and provide consumers with a high-quality, eco-friendly, and calming product

Growth Strategy

Firstly, Lagom will invest in digital marketing efforts to increase brand awareness and drive traffic to its website This will include search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing By reaching consumers where they spend their time online, Lagom can establish itself as a top-of-mind option for those in the market for high-quality, eco-friendly candles

Secondly, Lagom will focus on optimizing its website and user experience to encourage conversions and repeat purchases This will involve implementing a user-friendly design, fast load times, and clear calls to action throughout the site Additionally, the brand will prioritize customer service and communication to ensure that shoppers have a positive experience and are more likely to return for future purchases

Thirdly, Lagom will explore opportunities to expand its reach beyond its online store This could include partnerships with other e-commerce retailers or participation in online marketplaces to reach new customers

Finally, Lagom will prioritize data and analytics to inform its growth strategy By tracking key metrics such as website traffic, conversion rates, and customer feedback, the brand can continuously optimize its marketing and product offerings to better meet the needs of its target audience Conclusion

Through strategic expansion and a continued emphasis on its core values, Lagom is well-positioned for long-term growth and success The brand's commitment to natural and non-toxic ingredients resonates with a growing demographic of socially responsible consumers, while its affordable price point makes it accessible to a broad market of candle enthusiasts By staying true to its mission of promoting balance and mindfulness through fragrance, Lagom can continue to differentiate itself from competitors and build a loyal customer base Through innovative product development, strategic marketing, and a commitment to sustainability, Lagom is poised to become a leader in the online candle market

1.3 Business Description

1.3.1 Issues

Many traditional candles are made with paraffin wax, which is a byproduct of petroleum and can release harmful chemicals like benzene and toluene when bummed Additionally, the production and disposal of traditional candles can contribute to air and water pollution and can have negative effects on wildlife and ecosystems Therefore, there is a considerably growing demand for eco-friendly alternatives The Lagom was founded to solve this issue in the fragrant candle field with its totally eco-friendly and high-quality products

shipping options In the B2B segment, we work with retailers, wholesalers, and other businesses to supply our products for resale or as promotional items We offer competitive pricing, flexible packaging options, and customized scents and branding to meet the specific needs of our B2B clients 1.3.6 Value proposition

Lagom chooses a B2C and B2B business model, which is a website that plays the role of providing products that create a sense of relaxation and comfort for users For buyers, with just a few clicks, you can see the types of floral scents as well as describe the scents in detail, so even if you don't experience it directly, you can still feel what the scent will be As it suits us, we work to redefine

a time-saving outsourcing solution for both buyers and sellers The Lagom scented candle brand has not been launched on the Vietnamese market yet, however, there are a number of factors that help create its brand value on e-commerce platforms First, Lagom’s scented candles are appreciated for their quality and unique design Lagom products offer sophisticated and diverse scents, crafted from natural and eco-friendly ingredients This helps Lagom products attract the interest of those who love the fragrance and seek products to help themselves relax Second, the Lagom brand focuses on customer experience and professional service Lagom creates a convenient and user-friendly online shopping experience and provides product advice and guidance to customers On the Lagom scented candle website, you'll easily find blogs that help "beginners" or how to use scented candles to bring the most comfortable feeling This helps Lagom make a difference and earn the trust of customers Finally, the Lagom brand also pays special attention to environmental protection Lagom's scented candles are made from environmentally friendly materials and production technologies such as soybeans, and Lagom also applies campaigns to help protect the environment by recalling after use The above makes this brand trustworthy and responsible to the community Although not yet launched, the Lagom scented candle brand believes that it will create a valuable brand thanks to product quality, customer experience, and respect for the environment With those advantages, Lagom has the potential to develop and attract many customers on e-commerce platforms in the future E-value: Online has many choices and easy access

year (2019-2021).

VÔ và) Singapore Malaysia Thailand [01020200 c5 Indonesia

Figure 1 Accordingly, in Vietnam, searches related to mental health services also showed an increase of 61% compared to 2019 - the time before the appearance of the Covid-19 epidemic (Figure 1) Despite having the lowest number of searches in the country, this clearly reflects the fact that Vietnamese people have paid more attention to mental health issues during the pandemic According to the report, during the pandemic, Vietnamese people mainly take care of their mental health by using fragrance and light The scented candle product is the most interested, with searches increasing 481% in the first

5 months of this year compared to the same period in 2019, and up 142% compared to 2020 Vietnamese people make conscious lifestyle choices: Reusable straws and cups at cafes, oversized bags at supermarkets, and eco-friendly fashion brands have now become the norm popular images in many cities across the country

According to a Vietnamese consumer survey, 91% of respondents said they are aware of and engaged in a conscious lifestyle For comparison, the figure is 86% in Indonesia, 73% in Thailand, and 75% in Malaysia Notably, 84% of Vietnamese respondents to the survey said that they are willing to pay higher prices for products that represent a conscious lifestyle This hints at the potential for premiumization in the market Taking advantage of this, businesses can use environmentally friendly materials and/or packaging to meet the market potential

Vietnam could add 37 million people to the consumer class in the next decade

Population by daily expenditure (millions)

Regarding the age group, the age group over 13 accounted for a large proportion (79.7%), and the age group over 18 accounted for 72.8% In general, the age group 16 — 64 still accounts for a high proportion, equivalent to 67.4% (Figure 3)

Gender: Male 49.1 million people, accounting for 49.8%; 49.41 million women, accounting for 50.2% The sex ratio of the population in 2021 is 99.4 males/100 females

® Of PEOPLE WITHIN EACH AGE GROUP

2022 will have bright colors

In addition, consumption has been more widely distributed in the past decade Although the main consumption power is still located in the two major economic and financial centers of the country, Hanoi and Ho Chi Minh City, other cities are also developing into economic engines In 2020, Hanoi and Ho Chi Minh City account for 37% of the total number of Vietnamese households with incomes higher than $22,000/year in 2011 purchasing power parity, but this share may decrease to 31

% by 2030 (Figure 4) In addition, growth in the number of middle-class households in small cities (and even in rural areas) is happening at a faster rate than in Hanoi and Ho Chi Minh City — with a compound annual growth rate of about 8% compared to 5%

In addition, consumption has been more widely distributed in the past decade Although the main consumption power is still located in the two major economic and financial centers of the country, Hanoi and Ho Chi Minh City, other cities are also developing into economic engines In 2020, Hanoi and Ho Chi Minh City account for 37% of the total number of Vietnamese households with

incomes higher than $22,000/year in 2011 purchasing power parity, but this share may decrease to 31

% by 2030 (Figure 4) In addition, growth in the number of middle-class households in small cities (even in rural areas) is happening at a faster rate than in Hanoi and Ho Chi Minh City — at a faster rate than in Hanoi and Ho Chi Minh City the compound annual growth rate of about 8% vs 5%

Figure 4 Besides the above bright and positive points, there are still difficulties and challenges According to the report of the General Statistics Office published on December 29, 2021, the estimated average income per person per month in 2021 at current prices is about 4.2 million VND, down 73,000 VND compared to 2020

The latest survey by YouGov - an international data analysis and research company, also shows that the pandemic has changed the personal finance picture in Vietnam This year, consumers are more cautious about their short-term consumption habits as well as their long-term financial plans Nearly half of households have experienced a reduction in income by 2021 More than a quarter say their income has fallen slightly by 10-20% Meanwhile, 20% saw a large reduction, at least 20% less than the previous salary Against this backdrop, 28% of Vietnamese consumers increased their savings and reduced spending on non-essential consumption during the pandemic This trend of Vietnamese consumers is at the forefront of Asia, higher than the index of Hong Kong (China) and far ahead of Singapore Changes due to the pandemic have prompted consumers to reassess their current spending

habits and long-term financial plans More than 53% of Vietnamese consumers cut non-essential items

in the past 6 months Meanwhile, 80% plan to continue cutting in the future

Figure 5 1.4.1.4 Technological environment

According to Wearesocial, there were 68.72 million Internet users in Vietnam in January

2021 The number of Internet users increased by 551 thousand (+ 0.8%) between 2020-2021 and the Internet usage rate in Vietnam reached 70.3% in January 2021

The number of social network users in Vietnam in January 2021 reached 72 million, equivalent to 73.7% of the total population The number of social media users in Vietnam increased by 7 million

(+11%) from 2020 to 2021

Figure 6

By the end of 2020, according to experts, Vietnam is one of the fastest growing e-commerce markets in Southeast Asia, second only to Indonesia Vietnam is also one of two countries (along with Indonesia) with strong growth in e-commerce website traffic in the region

In Vietnam, according to the 2021 E-commerce White Paper, B2C e-commerce revenue has also continuously increased over the past 5 years Specifically, if in 2016, this figure only reached 5 billion USD, by 2019, the revenue has doubled, reaching more than 10 billion USD and in 2020 it is 11.8 billion USD, with a growth of 18 % Compared with the last year In particular, Google's Southeast Asia internet economy report forecasts that Vietnam's e-commerce will reach about $29 billion by

2025 with a growth of 34% compared to 2020

In addition, the percentage of new online shoppers, out of total online shoppers in Vietnam, also accounts for the highest percentage (about 41%) in the region, in 2020 Compared to this rate on average in Southeast Asia about 36%, Indonesia and the Philippines with 37%, Malaysia with 36%, Singapore and Thailand with 30%

Online shopping and e-commerce platforms are giving consumers this 24/7 accessibility Up

to 64% of Vietnamese consumers said that they will continue to shop online even after Covid-19 is gone (according to NielsenIQ Vietnam)

Besides, the e-commerce shopping cart also has a clear shift to essential items Home care sector increased by 12% compared to 2020 (Figure 7)

Figure 7 The proportion of users paying via mobile in Vietnam is estimated at 29.1%, just behind China and Korea, but the total transaction value of each user is low (Figure 8)

Figure 8

1.4 5 Political environment

The Government publishes quality standards for scented candles to ensure the legality of production, business and circulation of goods; Manufacture factory; distribute products in compliance with legal regulations; Legally circulated products; create prestige; brand enhancement; Create a stable consumption market; market expansion; product development; Competitive advantage with unpublished products; increase business performance; Minimize regulatory audits

In addition, the Government's Resolution 128/NQ-CP (Resolution 128) on temporary regulations on safe, flexible adaptation and effective control of the Covid epidemic helps production and business activities recover strong rebound Resolution 128 allows the transition from the "Zero Covid-19" strategy to "Safely adapting, flexibly, effectively controlling the Covid-19 epidemic", creating a premise for localities to reopen The most positive point of Resolution 128 is that in all situations and developments of the Covid-19 epidemic, production can be organized, as long as enterprises meet the safety requirements for epidemic prevention

1.4.2 Micro environment:

Table 1: Customer Criteria Classify Characteristic

Sex Male Products are only used by a few,

mainly selected for gifts Female Occupy the majority of the

target customer file Products are used to decorate or bring a pleasant scent, improve mood, relax,

Age Under 18 Often do not pay attention or

pay little attention to mental relaxation products, limited financially However, tend to like pretty decorations From 18 to 22 years old The age group is mostly

students, with quick access, preference for trending products, unstable financial situation

From 23 to 30 years old

Over 30 years old

Income Under 3 million VND

From 3 to 7.5 million VND

From 7.5 to 15 million VND

Over 15 million VND

Geographical location Hanoi and Ho Chi Minh City

The age when you start working

or have a stable job, have a family or young children and start focusing on mental health care, products to help you relax, reduce pressure, decorate your home

Having a job and income that can be more stable than in previous periods, focusing on mental health care for both yourself and your family, upgrading living space Relatively low incomes often have no need or can only pay for necessary activities

Economic conditions are moderate, affording higher demand for products, but will not be frequent and continuous and at the same time there are price considerations Better income, able to pay for regular use, more concerned with quality than price Relatively high income, they expect much more about product quality and products that show their own distinction The standard of living is quite high and densely populated Easy access to information through social networks and

Tourist and resort city

Other regions

1.5 Market Analysis-Targeted customer

many other media However, there will be many competitors The growth of tourism and services drives demand from resorts, where they use scented candles and other mental health products to support their services

There are areas that may not be accessible or know much about scented candles, the demand is also less

Currently in Vietnam, the use of scented candles for relaxation and decoration is gradually becoming a trend Realizing that the consumer demand for scented candles is gradually increasing and this is a quite positive market From the criteria analyzed above, we can see that scented candle products are used in a fairly wide age segment and many market segments However, in the first stage, based on resources and ability to perform, the group identifies the main target market as:

e Female

e People from 18 years old to 30 years old

e Have quick access to social networks, the media

e Have a need to use scented candles to relax or for decorative purposes

e Wholesale customers are souvenir shops, supermarkets, cafes - tea shops, restaurants and

event venues, resorts and resorts

1.6 Competitors Analysis

1.6.1 Competitive advantage

Lagom Scented Candles have the following competitive advantages in the Vietnamese market: Reasonable price: With a price of 200,000-450,000 VND, Lagom can compete with other competitors in the market and attract a number of potential customers

Easy-to-see website: With a user-friendly and easy-to-use website, Lagom can make it easy for customers to find information about its products and place orders conveniently

Products made from natural materials: Lagom is committed to manufacturing products made from natural ingredients, ensuring safety for users health This is a big advantage as today's consumers are looking for more natural and safer products for their health

Seasonal Collection: With a collection of fragrances designed specifically for the seasons of the year, Lagom helps customers have more choices and meet their different needs

Update promotion information continuously: Lagom updates promotions regularly on its website, helping customers save purchasing costs and increase the attractiveness of products

Customer Focus:

Because of its focus on the customer and the customer experience, Lagom also uses a method

of collecting feedback from customers after purchase that will help the shop sell customer focused scented candles effectively Listening to customers’ opinions on product packaging, customer care advice, shipping and product use will help the shop improve the quality of its services and products Focusing on customer needs is a competitive advantage of a shop selling scented candles With the development of the market, consumers increasingly require professional advice and care after purchase By meeting these requirements, the store will gain the trust and support of customers This helps the shop maintain and develop its scented candle market

Product Difference:

The most obvious difference of Lagom is the attention to customer experience, environmental protection, and relaxation, the brand always tries to create visual uniformity from website to newspapers Discover products and banners, all of which show the elegance and sophistication of the brand and product, the product's scent is also particularly noticeable when it is often directed to gentle, relaxing scents for people use application

With a 24/7 online chatbot support service, Lagom customers can get basic product-related questions answered quickly and conveniently Besides, Lagom also provides support articles to help customers choose the product that best suits their needs and preferences

In addition, Lagom also focuses on environmental protection with specific policies, helping to minimize adverse impacts on the environment This not only helps Lagom create trust and confidence from customers but also actively contributes to the sustainable development of the community With the above notes, the SWOT table of the Lagom scented candle brand will have the following notes:

Table 2 Strength Weaknesses Opportunities Threats Reasonable price The variety of product The E-commerce market | Competitors have had Low investment cost is growing very fast The years of experience with a Easy-to-see website The products are not growth rate of global broader segment and Products made from really different from other e-commerce is 16.24% in more diverse products nature products on the market 2021 and the

breakthrough is forecast There is still not a wide Focus on customer oy:

to increase to 24.5% in

2025 This figure in variety of fragrance experience

sources Currently, we Vietnam is more than

20% in 2021, given its scale 16 billion USD

only hire to focus on | production plant The use of scented

candles to take care of mental health as well as fragrance the living and working environment is gradually getting more attention

1.6.2 Competitor Analysis

Bath & Body Works, LLC is an American retail brand under central L Brands (formerly Limited Brands) along with Victoria's Secret Founded in 1990 Bath & Body Works is a specialty retailer and home of America’s Favorite Perfume(R) offering a range of body and home fragrances, fragrance sprays, and fragrances , body lotion and cream, 3-wick candle, home fragrance diffuser and liquid hand soap

Bath & Body Works’ revenue for the quarter ended January 31, 2023 was $2.888 billion, down 4.6% year-on-year Bath & Body Works’ revenue for the twelve months ended January 31, 2023, was $7.560 billion, down 4.09% year-over-year Bath & Body Works’ annual revenue for 2023 is $7.56 billion, down 4.09% from 2022 (due to Macrotrends)

° Website: Bath & Body Works' website has a beautiful interface, consistent colors with brand colors, and an easy-to-see presentation to help buyers easily choose

e Strengths: Bath & Body Works offers 209 different types of candles on their e-commerce storel They come in a variety of scents in both single and triple-wick candles Bath and Body Works scented candles are authorized by the user The product has been purchased by dozens

of people on the e-commerce platform

Currently, Bath & Body Work products have covered more than 30 countries and territories announcing more than 1,700 stores in the US and Canada, nearly 300 other territories around the world

Weaknesses: High price

Heny Garden: Heny is a Vietnamese brand developed in the Vietnamese market Success in 2020

Strengths: Heny has a wide range of products for different customer segments from armpit beds under 100,000 to sets around 800,000 In addition, Heny also provides wholesale service with a cheaper price for customers who buy more than 15 jars

Heny sells combos that allow buyers to make their own fragrances

Weaknesses: Because there are too many services and products included when entering the web, users will be confused by the arrangement of those products, the web does not suggest those products to the user

Table 3 Strengths Weakness Operation

range Various scents There are stores

Brand

High cost

in more than 30 reputation The countries

has a wide

range of

presentation is quite difficult to

Production / Service Fragrance and body care products

Simple and relaxing fragrance

Price

585,000-773,00

0 VND for 3 wickes candle 374,000-421,00

0 for 1 wick candle

50,000-800.000 VND

Services such as: free messages, manual packaging

1.7 Technology solutions

Advantage

1.7.1 Form of Transaction

Online transactions - All activities of Lagom customers and businesses will be through

an online form in which:

Website will be the main bridge between customers and businesses - All transactions between the two parties will be on the Website Includes all roles: Purchase, Sales, Product

information, Brand information, policies, promotions, news, customer information, Shipping, Payment

Fanpage Lagom on Facebook will be a secondary tool for the website with the following

roles: Product introduction - product information, Brand information, Marketing, Contact -

View products (Price, product information, promotions, .) Customers can view the

information posted on the website or Lagom (Chatbox / Lagom Consultants) contact support, questions or product introduction advice on Messenger / Zalo / Gmail messaging applications

or Hotline numbers by Lagom

Select products: Customers choose the products they want to buy, then choose the number of products, sizes or variations of the product to put in the cart

Payment: Fill in the customer's personal information (name, email, phone number, address), choose a payment method (COD / Online payment) and confirm the purchase of the order

Order confirmation: Lagom will confirm the customer's order through email notification

immediately after the customer confirms the purchase of the order

Packing - Shipping: Once payment is confirmed, Lagom will pack it and send it to a 3rd party carrier for delivery to the customer’s address

After-sales customer support: Lagom has a customer support service after purchasing a

product including product return, warranty, product support to answer customer questions

Details of the after-sales customer support service policy are available on Lagom's website

1.7.2 Website building

Analyze the advantages and disadvantages of different types of website construction:

Table 4 Building services Self-building The combination

Combining both methods business focus on its core business, _ beneficial when businesses : wae

gives us flexibility and variety while the experts create the website have knowledge of website

for you Easily find service

providers that fit your business

needs and budget

+ Professional: Experts in this field

have good knowledge and

experience, ensuring that your

website will be built professionally

and effectively

+ Latest Updates: Experts in this

field regularly update the latest

technologies, keeping your website

up to date The service provider

will be responsible for maintaining

and upgrading the website, helping

businesses save time and costs for

this

building from which they can save costs by doing it themselves

+ Freedom and flexibility:

Enterprises are fully active in all aspects of the website and have full control over the design and functionality of their website

+ Full control: You have complete control over building and managing your website The website can be customized and upgraded more easily

of options Businesses can choose to outsource services that they do not have the knowledge and skills to build

on their own As for the parts that businesses can build by themselves, we can actively

do it ourselves to save costs + Leverage the expertise and experience of the service provider: You can take advantage of the expertise and experience of the service providers, making your website perform better, can be optimized for speed pages, ensure security, etc

+ Saving: Businesses can save time and costs If you build the entire website yourself, it will take more time and cost than outsourcing But if you outsource the whole thing, the cost will be very high Combining both methods saves you money and time compared to building or outsourcing

Disadvantage

+ High Cost: Outsourcing can be

expensive in terms of costs

Businesses will have to pay for this

service, especially if they want to

build a complex, high-quality and

high-quality website Quite

disadvantageous for a newly

established business - built on a

B2C business model like Lagom

+ Dependency: Businesses will

have to depend on the services of

the provider, sometimes unable to

control the activities related to their

website such as adjusting, repairing

or changing products, information

Product information, promotions, + Time-consuming and

labor-intensive: Building a website takes time and effort, especially if you don't have experience or knowledge of programming

+ Unprofessional: If your business lacks experience and knowledge, your website may not look professional and effective

+ Not up to date: If your business is not up to date, you may not know the latest technologies and be unable to use them on your website Not guaranteeing the highest + Difficulty in management

and coordination between enterprises and partners: The combination of both methods can also cause difficulties in management and coordination between the parties Managing issues like data dispersion, site performance and quality, and flexibility will be difficult Businesses must make sure that the parties are working on the same schedule and have good delivery to avoid status quo or asynchrony between parts of the website

22

offers, etc will become time quality and efficiency

consuming compared to outsourcing

+ Security: It is possible to

encounter problems related to

customer information security due

to not being able to control the

website source code

=> Lagom decided to choose The combination of Self-building and Building services to build the website( Haravan)

1.7.3 Payment and Delivery

- Payments:

+ Method | - Cash payment: Bill payment on receipt of goods (COD)

+ Method 2 - Payment by bank transfer (Prepaid)

- Delivery:

+ Goods are delivered by a shipping company - Lagom cooperates with logistic company NinjaVan and receives nationwide shipping

+ Shipping cost depends on customer's receiving location, specifically:

e@ Inner city: 19,000 VND - Outer city: 24,000 VND

e Other addresses: 33,000 VND

- Description of the payment and shipping process:

+ Step 1 - Register for payment: After choosing the product you want to buy, you can click buy directly / click on the cart icon to proceed with the order payment

+ Step 2 - Enter personal information: Customers can log in (If already have an account) / Enter personal information directly such as Name, Email, Phone number and address Customers can enter discount codes to receive preferential orders from Lagom (If any) + Step 3 - Choose a shipping method: Customers can choose 2 shipping methods which are Payment on Delivery (COD) and Bank Transfer (with detailed instructions)

+ Step 4 - After completing the order: When the customer completes the purchase on the Website, Lagom will send the customer an Order Confirmation Notice via Email After that, Lagom will receive the order and process the goods to pack and ship to the customer's address successful money transfer)

+ Step 5 - Support after the transaction: Lagom has a customer support service after a customer buys a product on Lagom's website Any problem or support of customers and Lagom is interacted through Hotline / Zalo / Messenger / Gmail, Lagom will quickly handle and resolve quickly and most reasonably based on Lagom’'s pre-existing policy Support policy details are updated on the website)

1.8 Marketing Plan

1.8.1 Target Audience

Our primary target market consists of:

e Homeowners and renters who appreciate home decor and fragrances

e Gift shoppers looking for thoughtful and personalized presents

e Individuals who prioritize eco-friendly and sustainable products

1.8.2 Unique Selling Proposition (USP)

The Lagom offers:

e High-quality, handcrafted candles made from eco-friendly materials

e A wide range of unique and captivating scents

e Personalization options for special occasions and gifting

e Sustainable packaging and commitment to the environment

1.8.3 Promotion Objectives

1 Business Objectives:

- Sale volume at 1500-2500 products

- Drive traffic to the online store

2 Communication Objectives:

- Create brand awareness within the target market

- Position the products as high-quality and eco-friendly candles

- Generate positive word-of-mouth and referrals

3 Marketing Objectives:

- Establish a loyal customer base through engagement and trust-building

- Enhance market penetration

- Boost consumption level

1.8.4 Promotion Strategies and Tactics

- Share engaging content, including product photos, customer testimonials, and

promotions

Email Marketing:

- Collect email addresses through website sign-ups, social media, and offline events

- Send regular newsletters featuring new products, promotions, and valuable content

B Offline Channels

Local Craft Fairs and Markets:

- Participate in relevant events to showcase and sell products directly to potential

customers

- Collect email addresses and build relationships for future online engagement

Collaborations and Partnerships:

- Partner with local businesses (e.g., spas, boutique shops, yoga studios) for product placement and co-promotions

- Collaborate with event planners, wedding coordinators, and corporate gifting services to expand sales opportunities

Public Relations:

- Reach out to local newspapers, magazines, and radio stations for features and interviews

- Share press releases for new product launches, events, and noteworthy achievements Referral Program:

- Develop a referral program that incentivizes existing customers to refer friends and family through discounts, exclusive offers, or loyalty points

Table 5: Referral Program

Phase Timeline Objective(s) Key Message Key Hooks Key Tools

1 Social media platforms

1 Create brand

2 Influencer awareness Ignite your senses — Exclusive

partnerships and within the with - Unveil a launch offers

marketing grow followers

5 PR outreach 6 Launch event

2 Build a loyal customer base through engagement and trust-building

1 Encourage repeat purchases and increase customer lifetime value

2 Turn customers into brand advocates through positive word-of-mouth and referrals

Experience The Lagom - Indulge in our top-tier products and unmatched customer service that leaves you wanting more

Embrace the Lagom community - Cherish our ongoing commitment to delivering unparalleled products and memorable experiences

Customer testimonials and success stories

Exclusive loyalty program benefits and rewards for returning

customers

1 Social media advertising

2 Email marketing

3 SEO optimization

4 Local events, fairs, and markets

5 Referral program

6 Partnerships with complementary businesses

1 Loyalty program implementation

2 Social media engagement

3 Email marketing

4 Content marketing

5 Customer surveys and feedback

6 Strategic collaborations with influencers and community leaders

1.8.5 Performance Metrics and Monitoring

e Track key performance indicators (KPIs) like website traffic, conversion rates, email open rates, social media engagement, and event footfall

e Monitor customer feedback and reviews to identify areas of improvement

e Regularly analyze and adjust promotional tactics to optimize results and return on investment (ROI)

1.8.6 Budget Allocation

- Allocate the promotion budget based on the expected ROI and effectiveness of each channel, prioritizing online channels with low-cost, high-impact potential Consider the following allocation:

Influencers partnership and collaborations: 15%

Content Marketing: 15%

Social Media: 20%

Email Marketing: 10%

Public Relation: 10%

Local Craft Fairs and Markets: 10%

Referral and Loyalty program: 10%

Collaborations and Partners: 10%

Table 6

Promotion Activity Percentage

Social media platforms 20%

Influencer partnerships and collaborations 15%