Topic visionaries marketing communication campaign for visionaries's new facial powder cleanser product

With the growing popularity of skin care and awareness of the importance of maintaining healthy skin, this product is not only a simple step to facial cleansing, but also a part of Exper

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

MARKETING REPORT

Major: Marketing

TOPIC: Visionaries - Marketing communication

campaign for Visionaries's new facial powder cleanser

product

Nguyễn Xuân Ly - 21dh485989

Trầm Quốc Khánh - 21dh483705 Group 2: Nguyễn Van R6 Anh Dé - 21dh484851

Nguyễn Thị Thuy An - 21DH484745

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I SITUATION ANALYSIS

1.1 Background research

Facial cleansing powder has become an indispensable part of many people's daily skin care routine With the growing popularity of skin care and awareness of the importance of maintaining healthy skin, this product is not only a simple step to facial cleansing, but also a part of Experience self-care and boost confidence.In researching facial cleansing powder, evaluating the product's ingredients and uses is extremely important Natural ingredients such as tea tree extract, chamomile, or jojoba seed oil are often favored for their ability to gently cleanse without drying the skin The feature of deep cleansing and removing impurities from facial skin is also highly appreciated, especially for people with oily or acne-prone skin Another important factor is its alkalinity and suitability for skin type Facial cleansing powder not only needs to clean but also keep the skin's natural moisture balance and not cause irritation Especially for people with sensitive skin, finding products that do not contain harsh chemicals like sulfates and parabens becomes a top priority.In addition, additional features such as anti-aging, skin brightening, and pore tightening are also of interest to consumers The facial cleansing powder market is increasingly diverse with many products meeting the specific needs of consumers.In this context, research on the market and consumer trends is indispensable Understanding customer consumption and desires will help manufacturers and distributors create suitable facial cleansing powder products that meet the diverse needs of the market.Finally, product evaluation from both consumer and expert perspectives is also an important step in the product development and improvement process Listening to feedback and meeting customer needs will help facial cleansing powder products become increasingly perfect and popular in today's rapidly growing skin care market

1.2 SWOT

SWOT Analysis of Facial Cleansing Powder Products in Ho Chi Minh City Market

Strengths:

Diverse Natural Ingredients: Products can utilize natural ingredients such as tea tree, chamomile, and jojoba seed oil, meeting the needs of consumers interested in skin care naturally and safely Deep Cleaning Feature: Ability to deeply clean and remove dirt and sebum from facial skin,helping clean pores and prevent acne Suitable for Sensitive Skin: The product does not contain harsh chemicals such as sulfates and parabens, helping to keep the skin's natural moisture balance and does not cause irritation Potential Market: Ho Chi Minh City is a large market with diverse skin care needs from customers

Weaknesses:

Highly Competitive: The facial cleansing powder market is increasingly competitive with the emergence of many different brands and products Low Awareness: Some consumers are still not fully aware of the benefits of using facial cleansing powder, which can make it difficult to reach and attract new customers Advertising Costs: Advertising and marketing costs can be significant, especially when competing with major brands

Opportunities:

Enhanced Customer Reach: Leverage online and offline distribution channels to increase access to potential customers, including partnerships with popular food delivery apps and advertising on social networks Product Line Expansion: Develop new product lines with diverse features and components to meet diverse market needs

Threats:

Strong Competition: Competition from big brands and other skin care products can reduce a product's competitive advantage Changing Trends: The skin care market can change rapidly with the emergence of new trends, requiring flexibility and creativity

in product development and marketing strategies town

Conclude:

Based on SWOT analysis, facial cleansing powder products have many strengths and development opportunities in the Ho Chi Minh City market However, to be successful, it is necessary to take advantage of the product's advantages, overcome its

disadvantages and overcome risks that may affect the future development of the product

1.3 Key Communication problem to be solved

An important communication issue that needs to be addressed for facial cleansing powder products could be:

Knowledge and Awareness of Merchandise:

Some customers may not clearly understand the benefits and features of facial cleansing powder products, or have not received a full recipe for the importance of using this product in their daily skin care routine day

Customers may need detailed information about the natural ingredients, deep cleaning benefits and how to use the product effectively to ensure they have the right medicine for their own needs

Explain:

Organize promotional and continuing campaigns based on education and increasing awareness about the benefits of using facial powder cleanser for skin health

Provide detailed product information and instructions on follow-up materials and website, as well as information through face-to-face meetings with customers

By solving this communication problem, facial cleansing powder products can enhance customer recognition and understanding, thereby creating excitement and trust in the product, contributing to the success of the product success of the business's marketing and sales strategy

Il KEY STRATEGIC CAMPAIGN DECISIONS

2.1 Objectives

2.1.1 Primary Objective

The primary objective of the campaign is to increase brand awareness and drive product adoption among the target audience By effectively promoting its powder

cleanser, Visionary aims to become a leading brand in the skin care industry and capture a significant market share Key goals can be measured by tracking brand awareness, customer engagement, and product sales

2.1.2 Secondary Objectives:

Increase sales and revenue: One of the secondary objectives is to achieve a specific increase in sales and revenue within a defined timeframe

Establish brand credibility and trust: Visionary aims to position its facial powder cleanser as a premium and trusted brand in the skincare industry

Educate the target audience: Another secondary objective is to educate the target audience about the unique features and benefits of the facial powder cleanser

Encourage customer loyalty and repeat purchases: Visionary aims to foster long-term relationships with customers by encouraging loyalty and repeat purchases

2.2, Target audience

The target audience for the campaign will be primarily women aged 15 and up, who are health-conscious, value skincare routines, and are willing to invest in high-quality skincare products This audience segment is likely to have disposable income and actively seek products that provide visible results and improve their skin's health and appearance

2.3 Positioning

premium LANCOME

NEOSTRATA

100% Nature O% Nature

VISIONARY

cocoon

Mass Market

Figure 1: Position mapping

Lancome and Neostrata are positioned as a premium brand with a low or non-specific proportion of natural ingredients Dermalogica 1s positioned as a brand with a medium proportion of natural ingredients and serves both the high-end and mass markets Visionary and the Cocoon are positioned as a natural, gentle, and suitable brand for the mass market Senka is positioned as a mainstream brand with a low percentage of natural ingredients

2.4, Campaign Strategy

Internet Marketing:

Develop a visually appealing and user-friendly website featuring product information, testimonials, and a seamless online shopping experience

Leverage search engine optimization (SEO) techniques to improve the product's online visibility and drive organic traffic

Implement targeted online advertising campaigns, including search ads, display ads, and social media ads, to reach the target audience effectively

Utilize email marketing to engage with potential customers, share educational content, offer promotions, and encourage product trials

Public Relations:

Develop strategic partnerships with beauty and lifestyle magazines, online publications, and influencers in the beauty industry to secure media coverage and product features

Conduct press releases and media outreach to announce the launch of the facial powder cleanser, emphasizing its unique selling points and benefits

Organize product launch events or activations to create buzz and generate media attention

Advertising:

Utilize online platforms such as search engine advertising, display ads, and social media ads to reach the target audience and drive awareness and consideration for the facial powder cleanser

TIT MEDIA STRATEGY

3.1 Media Objectives

Media objectives refer to the specific goals that a company or advertiser aims to achieve through their communication campaigns through activities that convey information, ideas and values from a person or group of people to other groups of people Communication goals are associated with the mission, vision and strategic goals of the business Examples of media objectives could be: increase brand awareness, generate leads or sales, drive traffic to website, increase brand awareness and revenue Attract revenue to target audience These goals serve as standards to measure the success and effectiveness of communication campaigns

The media objective for Visionary's new facial powder cleanser product is to increase the visibility and recognition of Visionary's natural powder cleanser product among the target audience and target market segment Set KPIs like reach, brand official website traffic, social media engagement Inform consumers about the unique features, benefits and effectiveness of natural eggplant powder facial powder cleanser Visionaries aims to create a trusted brand image in the natural skin care market with 100% natural ingredients, thereby creating trust and driving meaningful interactions with potential customers and customers’ current goods

3.2 Media Selection

Visionaries targets individuals interested in natural, environmentally friendly skin care products, through which Visionaries has selected appropriate communications:

Social Media Marketing: Visionaries creates engaging, trending posts on Instagram, Facebook, and Tiktok platforms to attract and reach an audience interested in natural skin care products At the same time, create posts introducing ingredients, benefits and how to use facial cleansing powder In addition, advertising campaigns on social media target students, those who like vegan products, those who love nature, and those who are interested in personal care products skin care

Influencer Marketing: Collaborate with beauty KOCs like Hinh Thue Phuong, Dailywithchang to create content about facial powder cleansers natural powder form, reaching many different audiences and building Visionaries’ reputation and brand

Content Marketing: Develop content strategies that educate consumers about the benefits of product ingredients, while also providing scientific advice on taking care

of natural, chemical-free products Create beauty blog posts, short and long-form videos, banner graphics, and eye-catching product images that highlight product ingredients, effectiveness, and benefits

Environmentally friendly publications: Advertising in newspapers, magazines and online publications for environmentally conscious consumers, natural vegan products, and natural beauty

Trade exhibitions and events: Visionaries focuses on participating in beauty and health exhibitions such as Vietnam Beauty Care Expo, organizing beauty talk show events, events at shopping centers to promote with customers etc These events provide opportunities to introduce new powder cleanser products and interact with potential customers

Packaging and point-of-sale materials: Use eye-catching, attractive packaging designs and environmentally friendly materials to emphasize product features and business criteria Distribute documents and magazines at points of sale such as shelves or display counters

Customer reviews: Engage with new and returning customers regularly, encouraging former customers to leave product reviews and testimonials on the company website and other sales pages Relying on positive reviews can build trust in the brand, influencing potential customers to try Visionaries products

By combining these media selection strategies, Visionaries was able to effectively promote its 100% natural powder cleanser to its target audience and differentiate itself

in the competitive skin care market painting

* Media planning and Buying (budget and schedule)

Build brand awareness - | 1,

online sales channel

million

Branding;

Stimulate demand;

Phase 1:

AI LAN PR (Press | ( pnnage) Facebook 7/6/2024 Support other million 6

Marketing activities 10%

Sxi(Suliking| realeases) Phunuvietnam.vn

Increase

advertising Decal taxi 1/6 - 30/6 product million

awareness