Mid term report digital campaign m o i lipstick

Introducing the brand M.O.I Make Over Image is the first professional makeup brand in Vietnam withinternational quality standards and reasonable prices for Vietnamese women.. According t

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

MID-TERM REPORT

DIGITAL CAMPAIGN: M.O.I LIPSTICK

Lecturer: Phạm Đức Linh

Class: 7041042 Group: 1 Students: Trần Ngọc Thanh Tâm-720H0161 Lôi Hoàng Phương Quyên-720h1406

Đỗ Thanh Phong-720h1401 Phạm Nguyễn Yến Nhi-720h1397 Nguyễn Nho Thái-720h0164 Đoàn Bảo Ngọc-720h1393 Chu Như Ý-720h1041 Phan Tiến Dũng-720h0033

HO CHI MINH CITY, 2023

CONTRIBUTION

NO STUDENT ID STUDENT NAME COMPLETION LEVEL

1 720H0161 Trần Ngọc Thanh Tâm(Leader) 100%

TABLE OF CONTENTS

I General Characteristics and Product/Service Characteristics 3

1.2 Identify products/services that need to be marketed 5

4.4.4 Content Contextual For Email Marketing 30

VI Propose improvement solutions 32

6.2 Suggestions for Facebook Ads: 32

I General Characteristics and Product/Service Characteristics

1.1 Overview description of the brand

1.1.1 Introducing the brand

M.O.I (Make Over Image) is the first professional makeup brand in Vietnam withinternational quality standards and reasonable prices for Vietnamese women M.O.I'soperating motto is to arouse the confidence of Vietnamese women when using pureVietnamese products

Figure 1.1 M.O.I Cosmetics’s logoM.O.I Cosmetics was established on October 25, 2017 by female singer Ho Ngoc Haand co-founder of businessman Lam Thanh Kim Since its launch, this brand hasattracted the audience's attention when associated with the image of singer Ho Ngoc

Ha This is a cosmetics brand that has been built by a passionate singer for manyyears Cosmetic lines M.O.I outstanding with exquisite, special design, benign andsafe ingredients are also the reasons why many customers love and trust it

In October 2019, M.O.I Cosmetics changed its legal entity, becoming a 100%foreign-owned company The new business owner is M.O.I International Limited,headquartered in Hong Kong (China) Currently, the headquarters of M.O.ICosmetics is Ree Tower, Doan Van Bo, District 4, Ho Chi Minh City Mr Lam ThanhKim still holds the position of Director and legal representative

According to Euromonitor International's 2023 report, M.O.I Cosmetics is the onlyVietnamese domestic cosmetics brand to appear in the top 10 in terms of makeupmarket share with an impressive growth rate of up to 355% in 5 years recently.M.O.I

am always accompanying leading experts in the world cosmetics industry and beautyicons in Vietnam to create quality product lines, suitable for the style, climate andincome of Vietnamese people All M.O.I Cosmetics products are manufactured with amodern process including closed stages in Korea (Made in Korea), licensed to certify

quality standards in two countries, Korea - Vietnam Proud to be a Vietnamesecosmetics brand for women.

To date, M.O.I Cosmetics has launched 20 different product lines, with more than 4million products reaching consumers At the same time, it owns a sales channel withmore than 1,000 agents, present in more than 90 stores of large distribution systems.Despite owning a diverse product portfolio, from skin care to makeup, lipstick is thekey product that helps M.O.I Cosmetics achieve many results

Recently, on October 5, 2023, makeup cosmetics brandM.O.I Cosmetics has justreceived an award at the APEA Asia Pacific Business Awards 2023 The brand isgradually affirming its mission, which is to become the pride of Vietnamese people inthe international cosmetics market

1.1.2 Mission and vision

Mission

M.O.I wants to inspire Vietnamese women to always love themselves and updateworld fashion trends With a humanistic business mindset,M.O.I Committed tocreating millions of jobs for the community, start-up opportunities for the younggeneration, students, as well as women who always prioritize time to take care oftheir families so they can earn extra income

Vision

M.O.I will become a Vietnamese cosmetics brand that converges the elements ofquality, prestige and fashion, and is the top choice of every Vietnamese woman

Goals for the first year of operationM.O.I is to achieve sales output of 1,000,000products M.O.I will be the pride of Vietnamese people in the world cosmeticsmarket.

M.O.I Lipstick by HNH is the official distributor of high-end lipstick linesM.O.I

Cosmetics Vietnam, was created with the mission of helping women have radiant,confident beauty Inspired by the beauty of Korean women, M.O.I Lipstick By HNHwishes to bring to its customers perfection and natural beauty like the way roses arefresh, blooming and fragrant

Currently, M.O.I Lipstick by HNH has a total of 5 branches, in Ho Chi Minh City:

● Branch 1: 189 Tran Hung Dao Street, Ward 4, District 1, HCMC

● Branch 2: 247 Nguyen Dinh Chieu Street, Ward 6, District 3, HCMC

● Branch 3: 17 An Duong Vuong Street, Ward 10, District 5, HCMC

● Branch 4: 379 Nguyen Huu Tho Street, Ward Tan Hung, District 7, HCMC

● Branch 5: 288 Ngo Gia Tu Street, Ward 4, District 10, HCMC

Website:moibyhnh.com

Facebook:https://www.facebook.com/moilipstickbyhnh

1.2 Identify products/services that need to be marketed

1.2.1 Introducing existing product lines

1.2.1.1 Love M.O.I Tropical Edition

Love M.O.I Tropical Edition lipstick collection with 3 lipstick colors inspired by thebeauty of CONFIDENCE, DIFFERENCE & STRENGTH of 3 different personalitiesfrom THAO NHI LE - NGO BAO NGOC - DO NHAT HA

Color palette includes:

No.01 - Nude Orange : A generous difference

No.02 - Peach Orange Pink: Sweetness full of bravery

No.03 - Orange Red color: Confidence creates temperament

1.2.1.2 SGIRLS Summer Edition

The SGirls – Summer Edition collection, inspired by the most beautiful beachesstretching across each lipstick, brings you a brilliant summer with the faint scent ofsweet coconut Stretching the vibrant and hot colors of red with a velvety, thin, softand spongy lipstick, giving lips an absolutely smooth effect, for a fresh and brilliantlook all day long

Color palette includes:

No.01 - Ha Long- Pink baby

No.02 - Da Nang - Pink plum

No.03 - Nha Trang - Coral orange

No.04 - Mui Ne - Red orange

No.05 - Ly Son - Earth orange

No.06 - Phu Quoc -Western orange

1.2.1.3 Love M.O.I By Thuy Tien

Recently, Miss Thuy Tien joined the beauty race in conjunction with the M.O.ICosmetics brand and launched a limited edition lipstick collection "Love M.O.I byThuy Tien" with 6 unique lipstick tones but no less luxurious

Color palette includes:

No.01 - Earth Brown Orange

No.02 - Earthy Orange Red

No.03 - Orange Red

No.04 - Cherry Red

No.05 - Peach Orange Pink

No.06 - Nude Orange

1.2.1.4 The Stars By M.O.I x Thanh Hang

With luxurious, sophisticated and attractive design The lipstick is improved, softerand twice as nutritious with the message THE NEXT STAR IS YOU

Color palette includes:

No.01 - Starlight - Cam Tay

No.02 - Dark Night - Cam Caramel

No.03 - To The Moon - Hong Mat

No.04 - Starry Sky - Hong Wood

No.05 - Moonlight - Red Velvet

No.06 - Midnight In SaiGon - Red Earth

1.2.1.5 Love M.O.I Premium Lipstick Limited Edition

Inspired by the sweet cakes loved by stylish 'French Ladies' The lipstick is soft andsmooth for a perfect effect on the lips, long-lasting color combined with a luxuriousdesign made of leather and gold-plated metal.With the meaningful message BE THEBEST VERSION OF YOU

Color palette includes:

No.01 - White Macaron - Peach Orange

No.02 - Milk Candy - Brown Milk Tea

No.03 - Vanilla Ice Cream - Earth Brown Orange

No.04 - Butter Cookie - Wood Brown Rose

No.05 - Cappuccino - Pink Orange Milk

No.06 - Hot Chocolate - Red Orange Cinnamon

1.2.1.6 Jelly Lipgloss

A line of colored lip balms with a trendy design and a silky texture that leaves a lightlayer on the lips, does not cause a sticky feeling, and moisturizes plump lips

Color palette includes:

No.01: Peaches - Pink Orange Peach

No.02: Hazelnuts - Brown Orange Tea

Source: https://moicosmetics.vn

1.2.2 USP

Lipstick M.O.I by HNH is a collaboration product with female singer Ho Ngoc Ha,inspired by the beauty of Vietnamese women With unique colors and creative,sophisticated, trendy designs.All lipstick products are made from the newest andmost advanced technology today, making the quality of the lipstick better, the lipstick

is soft and smooth, stays on the lips for a long time, does not cause stickiness, andfeels gentle on the lips Lipstick color matches the skin color of Vietnamese people.The design of the lipsticks is created from minimalism but full of sophistication,luxury and fashion.The most outstanding feature of the product is that it was created

by singer Ho Ngoc Ha, a talented artist with a sophisticated perspective that bringsconstant creativity to each product Since then, each product that M.O.I brings tocustomers is not just a normal lipstick but also a weapon to help women becomemore confident Through this, it highlights the gentle yet powerful beauty ofVietnamese women

II Market and Customer Analysis

2.1 Market analysis

2.1.1 Market overview and trends

The cosmetics market in Vietnam is currently ranked as one of the most dynamic inthe region According to reports from Tuoi Tre newspaper, particularly during theperiod from 2018 to 2022, the percentage of Vietnamese women regularly usingbeauty products has increased from 76% to 86%

Information from various online sources suggests that over the next 10 years, thecosmetics market in Vietnam is projected to maintain a growth momentum ofapproximately 15% to 20% annually

The consumer trends in the cosmetics market in Vietnam 2023

● Increasing beauty and personal care spending: As Vietnam's economycontinues to grow, there is an observed increase in consumer spending onbeauty and personal care products

● Demand for natural and organic products: Consumers are becoming moreconscious of the ingredients in their beauty products, leading to a growingdemand for natural and organic cosmetics Products with natural and botanicalingredients are gaining popularity

● Digitalization and e-commerce: The rise of e-commerce platforms hastransformed the way cosmetics are bought and sold Online sales channelshave become increasingly important, and digital marketing plays a crucial role

in reaching and engaging consumers

● Local brands and traditional ingredients: There is a growing interest in locallyproduced cosmetics, and brands incorporating traditional Vietnameseingredients are gaining attention Consumers appreciate products thatshowcase the country's cultural heritage

2.1.2 Competitive analysis

In the Vietnamese market, M.O.I's competitors are not only famous globalbrands but also include Vietnamese lipstick brands with extremely fiercecompetition

Positioning

Drugstore Cosmetics Professional Makeup Vietnamese Vegan

Cosmetics by ChangMake up

E-commerce sites Shopee,

Lazada, Tik Tok Shop

Distributed in

Supermarkets such as

Mega Market, Co.op Mart,

Lotte Mart , retail stores

such as Watson, Hasaki,

Lam Thao, Nuty,

Selling directly at VincomDong Khoi showroom andonline on the company'sLazada e-commerceplatform

No distribution throughintermediaries in Vietnam

Selling online on websitesand e-commerceplatforms

Distributed at retail storessuch as Watson, LamThao, The Skinfood,

Income 6 - 10 million / month > 20 million/month

● See product reviews.

● Update information, status, andproducts on social networks

● Consider product price

● Hunt for sales, collect vouchersand discount codes

Paint Point Worry about product ingredients For

example: Lead in lipstick and other toxic

substances

Fear of choosing lipstick thatdoesn't suit your skin, and fear ofthe lipstick color fading quickly

Need A Lipstick product is produced with high

technology and luxurious packaging to

express your class

They need a high-quality,fast-wearing lipstick color thathelps them maintain freshness allday long

III Campaign goals

3.1 Determine campaign goals

3.1.1 Marketing Objectives

a Increase brand recognition

- Raise awareness of the M.O.I lipstick brand through communicationand advertising campaigns, measuring the brand awareness index

b Attract new customers

- Attracted 15,000 new customers through online advertising and mediacampaigns

c Increase customer value

- Track data on customer purchase frequency and referrals throughadvertisements and promotions

d Increase conversion rate

- Increase direct conversion rate on sales website by 5%

3.1.2 Sales goals

a Increase sales

- Increase sales by 20% in 3 months

b Create connection with customers

- Establish loyal customer databases, increase interaction, and take care

of customers after purchase

3.1.3 Communication goals

- Reach up to 2 million consumers within the target customers

- Increase customer interaction and sharing on social platforms by 5%

on Facebook that visitors can see without clicking on the ad.+ Engagement: is an indicator that shows the number of peopleinteracting with advertising content on Facebook

+ CTR: is the ratio of people who see an ad to the number of timesthe ad is displayed

- Tik Tok Ads:

+ Reach: reach on Tik Tok is the number of people who see abusiness's promotional videos whether they interact with it ornot

+ Impression: is a statistical index of the number of ad impressions

on Tik Tok that visitors can see without clicking on the ad.+ Engagement: is an indicator that shows the number of peopleinteracting with advertising content on Tik Tok

+ CTR: is the ratio of people who see an ad to the number of timesthe ad is displayed

KPIs Google Ads Facebook Ads Tik Tok Ads

Engagement 50 250

Because this is the first time running a campaign, the group does not have data onadvertising indicators, so KPIs are set based on estimated goals on the campaignplatforms that the group wants to achieve and the estimated number of targetcustomers

3.2 Budget

Communication Unit price

(VND/day) Time (day) Amount of money (VND)

Advertising overview:

Number of clicks: 2Number of impressions: 22Average CPC: 20,100 VNDCost: 40,100 VND

Advertising display performance: With the Keyword "Săn son xịn, đón Giáng Sinh",the CTR index (click through rate) is 9.09% with 2 clicks, accounting for a cost of40,107 VND.

With 86.4% of ad impressions on mobile devices, the device has 2 ad clicks, showingthat mobile behavior when searching for cosmetic products is prioritized more thanother types of devices

Demographics: With 86.4% of impressions, the advertising campaign reached themajority of female customers, aged 18-54 years old With number of customers:+ From 18-25 years old: 4

+ From 25-34 years old: 7

+ From 35-44 years old: 3

+ From 45-54 years old: 5

The top search keywords on the search results page where customers see the group'scampaign ads include the keywords "moi lipstick", "moi cosmetics", "moi lipstick HoNgoc Ha",

With the keyword "son của hồ ngọc hà", the CTR index (click rate) is 28.57% with 2clicks, accounting for a cost of 40,107 VND

Compare with KPIs:

To improve, M.O.I Lipstick considers optimizing ad content or adjusting campaigngoals to achieve desired performance.

4.2.2 SEO

1 Keyword research

- Focus on keywords related to Ho Ngoc Ha, lipstick, Vietnamese cosmetics, Ho ChiMinh City market

- Use keyword research tools to find common user phrases and questions

Use Google Keyword Planner and other keyword tools to identify some initial keywords like:

- Ho Ngoc Ha lipstick

- Ho Ngoc Ha lipstick

- Names of specific lipstick product lines

Expand your keyword list

Analyze suggested keywords from Google, search for synonyms, related phrases toexpand the initial list

Use the Answer the Public tool

Enter the phrase "Ho Ngoc Ha lipstick" into Answer the Public to find out relatedquestions that users often search for

Common questions will show what customers need to find out information such as:how much does it cost, where to buy, how to evaluate the quality

Prioritize and filter keywords: Sort and filter keywords by importance level,

identify key keywords to optimize the website