IMPLEMENTATION OF THE COMMUNICATION PLAN
Integrated marketing Communication plan . -.- 2223222212 ees 64 1 Big ldea, Key Message, Objecfive nhu 64 2 Overview of the long-term IMC plan c ST TS ee 67 3 Detailed of long-term IMC plan - 2n nn nen 70 5.2 Detailed deployment plan of Phase 01 for each media channel
5.1.1 Big Idea, Key Message, Objective a Big Idea: “Let nature embrace your beauty”
With the motto "Nhe nhang nhu lá, nâng nu mọi làn da" and brand values, ina series of marketing communication plans combined with IMC, Beaurity continues to aim to cherish Vietnamese beauty - natural "rustic - Méc" beauty, most natural and pure, through nurturing healthy, beautiful, safe and benign skin Taking advantage of natural, benign ingredients grown from the skillful hands of Vietnamese farmers such as vegetables Fish mint, pennywort, butterfly pea flower, Beaurity will carry out the mission of bringing a Vietnamese brand with "tailor-made shoe" products for Vietnamese people b Key Message: “Embrace your beauty, embrace your life”
Beaurity builds a core message in its communication plan that is closely linked to the customer journey looking for effective skin care methods
Message: “You are still yourself, but in a better version every day, by pursuing the most natural and pure beauty Let the friends sprouting from the beloved ground bring positive changes to you Not only will your skin change for the better, but also your lifestyle and thinking will gradually move towards the "real" look from deep within you Beaurity, with its understanding of the characteristics of Vietnamese skin, will accompany you to create that change.” c Target audience of the plan
Table 5.1 Target audience Age From 18 to 25
Geography Across the country, focusing on three big cities: Ho Chi
Minh City, Hanoi and Da Nang lncome
Including two main segments suitable for affordable pric:
- From 3 to 5 million VND/month
- From 5 to 8 million VND/month
- The product is safe for health and environmental protec
- Natural ingredients, non-irritating, suitable for all skin types
- Trying to "understand" my skin
- Looking for skincare products suitable for your skin
- Looking for a "true" skincare routine, want to learn knowledge about cosmetic and pharmaceutical ingredier build a skincare routine for yourself
- Like to find out information about products on social networking platforms such as websites, facebook, forum: and easily receive information
- Likes online shopping on social networks as well as e- commerce websites
- Purchase decisions are influenced by reviews of KOL/KOC, groups on commonly used social networking sites such as Facebook, Instagram, Youtube, Tiktok
- Pay attention to brands and products that have related stories to protect the environment, plant-based ingredien and do not test on animals
- Be aware of the importance of skincare
- Prioritize benign, non-irritating products because we ar a trial and error journey d Approach orientation
To establish brand recognition and foster trust in product quality among Vietnamese consumers, the company emphasizes transparency by clearly stating the origins of its vegan ingredients They also ensure their products are free from harsh chemicals that can irritate the skin Additionally, the company showcases its rigorous scientific research and production process, highlighting the quality and safety of their products.
Emphasizing the brand's mission and the product's use, which is to provide safe, benign skin care and recovery products with clear results that lie in the product's suitability for the skin's characteristics of the Vietnamese coming from Beaurity's understanding of Vietnamese skin
Highlight the Beaurity brand in particular and bring a positive image of Vietnamese cosmetics in general e Main channels for approaching
Digital Marketing combines with Direct Marketing f Specific goals measurement by SMART models
The main goal of the campaign is to cover the Beaurity brand and increase brand awareness, reach many people, help them understand vegan cosmetics, and bring a new perspective to the Vietnamese cosmetics industry, thereby promoting the Beaurity brand along with the beauty of Vietnamese people
Enhance brand image, increase sales
Occupies a market share of 30%, ranking first in the vegan cosmetics market in Vietnam
80% of target customers know the Beaurity brand
30% of target customers buy products and 10% of customers become loyal customers of the brand
Number of media/social media outreach & interactions: measured through specific KPls at each stage of IMC Plan implementation (IMC plan table)
The target audience of the campaign is students and new workers, this is a group of people who tend to use social networks a lot, so with the main communication channel being digital marketing, the amount of reach to the campaign will increase can achieve the expected effect
By evaluating the outcomes of marketing initiatives, brands can gauge customer engagement and identify prospective patrons This enables them to adapt their strategies promptly to meet market conditions, bolstering brand perception, aligning with target sales objectives, and enhancing the overall customer experience.
There is feedback and sharing from customers to come up with new strategies and develop more sustainable brands and products
5.1.2 Overview of the long-term IMC plan
Beaurity builds a platform to amplify brand recognition, fostering customer engagement through shared stories about their beauty experiences The platform strengthens the belief that Beaurity is the ideal choice for Vietnamese beauty, providing dedicated products and support from dermatologists and KOLs This approach shortens the distance between Beaurity and its customers, fostering brand love and encouraging them to share their positive experiences.
Key hook on the same journey
Besides, Beaurity will always listen and accompany customers on their skin care journey
Orient customers to the concept of
"vegan beauty" to honor natural beaut and always proudly introduce the benigr ingredients used in
Beaurity products, promote brand & product promotion
Hanh trinh tim vé vé dep thuần khiết
- “Cùng Beaurity thấu hiểu làn da mộc”
- “Da mộc thương tôn - Liệu có cách nao 6n cho nang” the beauty field to creat positive message a section that provides about environmental effective skin care cycle protection campaigns knowledge, helping and promoting customers recognize th Vietnamese beauty to importance of "green" ingredients in beauty
- Workshop event: “Bức tranh làn da - Vẽ lại với màu sắc từ thiên nhiên”
- Beaurity's vegan garden online exhibitior
- Special series “Hanh trình thay đổi” customers Encourag: customers to accompany the brand on the journey towards community value
Bao vé thién nhién - Nang tam vé dep Viét
- Revenue deduction program to contribute to community projects
Fanpage, articles shared by KOLs, promotions, gifts associated with big sales, email marketing
- Time on-site > 4 minutes Email:
Digital Ads (Facebook, TikTok, Instagram), KOLs/Customer post, Survey
- Time on-site > 5 minutes Email:
Planting cumulative trees, savings combo: KOL sharing posts about challenges, sharing posts about the customer community participating in the campaign
5.1.3 Detailed of long-term IMC plan a Phase 1: AWARENESS
Beaurity's mission does not stop at providing customers with the best products, but also aims to build a platform to encourage customers to share their beauty stories, looking for encouragement and support from those on the same journey From that foundation, Beaurity will have the opportunity to listen more clearly to customers’ needs and accompany and answer customers on their skin care journey
For Beaurity, true beauty does not only come from covering up external flaws, but it needs to be refined from the inside and needs to be honored with the most natural, benign beauty methods Therefore, Beaurity always respects the natural beauty of customers and orients them to the concept of "vegan beauty” to honor natural beauty and is always proud to introduce benign ingredients used in products
“Hành trình tim vé vé dep thudn khiét” - This journey does not stop at skin care and beauty, but can also learn about natural and benign cosmetic products, and is the process of learning about the ingredient list in skin care products, and how to apply the optimal combination of their uses into your daily skin care routine At the same time, associated with this companion journey, Beaurity also has the opportunity to help the cosmetics consumer community learn and research how to respect environmental values and move towards sustainable beauty trends
“Hành trinh di tim nguyén ligu’”: A series of posts & videos about the brand's journey to find ingredients to produce the most complete product set This will be Beaurity's journey throughout phase 1
Beaurity fosters a vibrant community where passionate beauty enthusiasts converge Customers contribute heartfelt narratives, sharing their skincare journeys and fostering an open dialogue about embracing natural beauty The platform empowers individuals to delve into product reviews, engage in meaningful conversations, and cultivate a deep understanding of the skin By promoting environmental consciousness and highlighting natural beauty, Beaurity inspires a transformative approach to skincare and empowers its users to make informed choices about their skincare routines.
Beaurity accompanies customers on their vegan beauty journey with special promotions When customers share their stories and beauty tips (excluding questions) with Beaurity products with the codes #An_toan #Lanh tinh and #Déng hành, they will receive 15% discount codes (valid for one-time use) sent personalized to your story- sharing account when purchasing Beaurity products on e-commerce platforms including Lazada, Shopee, Website, etc