Our customers will benefit from using this product/feature/set of features because it helps them: Because made entirely from 100% natural ingredients, our products will be extremely hea
Executive summary
Introduction
The logo of Herb brand
Herb is an innovative brand in the cosmetics industry, spearheading a natural revolution in skincare and personal care Our commitment to purity and authenticity is reflected in our extensive range of products, particularly our nourishing shampoos and revitalizing shower gels, all made from 100% natural ingredients What distinguishes Herb is our unwavering dedication to maintaining the integrity of our products by ensuring they are free from harmful chemicals.
In an industry dominated by synthetic additives, Herb stands out as a symbol of natural purity, emphasizing a genuine connection with the environment Choosing Herb means embracing a lifestyle centered on health, sustainability, and mindful decision-making, making each product a testament to our commitment to authenticity and nature.
Discover our natural shampoos and shower gels that blend effective personal care with strong environmental responsibility Herb represents a holistic approach to self-care, prioritizing both personal well-being and the planet's welfare Choosing Herb means opting for a healthier, more natural skincare routine while supporting a world where nature and authenticity are central to your daily self-care practices.
Vision
Herb aims to become Vietnam's leading natural cosmetics brand, dedicated to customer satisfaction through a wide selection of high-quality, safe, and sustainable products Our mission transcends traditional cosmetics; we seek to provide a holistic experience that embodies the purity of nature.
Herb is deeply committed to the well-being of our customers, prioritizing quality and safety as essential elements of our cosmetic products Our promise goes beyond merely providing products; we aim to deliver peace of mind When customers choose Herb, they select products that enhance their lives, care for their bodies, and protect their health.
Herb understands the evolving landscape of customer demands and the importance of staying ahead in research and development Our commitment to innovation drives us to create exciting new products that not only meet but exceed customer expectations By prioritizing quality and environmental sustainability, we ensure that we remain agile and responsive to our customers' changing needs while consistently introducing groundbreaking solutions.
Herb's vision transcends cosmetic products, reflecting a deep commitment to customer well-being, quality, and safety We strive to exceed expectations through continuous innovation and cutting-edge research, ensuring Herb remains a trustworthy and progressive choice for those seeking high-quality, safe, and sustainable cosmetics.
Mission
At Herb, our mission goes far beyond merely producing personal care products
We are dedicated to revolutionizing the skincare and wellness industry, firmly believing that everyone deserves access to exceptional personal care products made from the highest quality natural ingredients.
We are dedicated to upholding the highest standards of quality and environmental sustainability in our production processes Rather than simply meeting industry norms, we strive to establish new benchmarks, ensuring our products reflect exceptional excellence and demonstrate our deep commitment to protecting the environment.
Herb's mission transcends commercial interests, focusing on a holistic approach that aims to educate and inspire individuals to adopt a green lifestyle filled with peace and harmony Our goal is to serve as a guiding light, encouraging mindful choices and sustainable practices that foster a serene existence.
Herb's mission is a comprehensive commitment to developing natural, safe, and highly effective products while adhering to the highest quality and environmental standards This mission extends beyond cosmetics, aiming to educate and inspire individuals to adopt lifestyles that nurture both the planet and their well-being.
Herb’s slogan
Herb-Nâng tầ m lối s ống “Lành”
Herb's slogan embodies our deep commitment to delivering high-quality, all-natural products The name "Herb" symbolizes our unwavering dedication to excellence in natural offerings, reflecting our mission to provide customers with the best possible choices for their health and well-being.
"Elevating" reflects our unwavering dedication to continuous improvement in every aspect of our offerings, from ingredient selection to production processes and customer experience "Green Lifestyle" invites our community to adopt a way of living that prioritizes personal health and environmental responsibility, ensuring the well-being of both individuals and our planet Ultimately, this slogan encapsulates our goal to go beyond providing exceptional products, inspiring a meaningful life that enhances both human existence and ecological health.
Strategic contest
Opportunity
Herb's detailed strategic vision has revealed a significant opportunity that could elevate our overall strategy This clarity has sparked excitement and renewed determination within our organization, reinforcing our belief that we are on the verge of achieving remarkable progress and fulfilling our strategic goals.
NAME OF OPPORTUNITY: CREATE ADDED VALUE FOR PRODUCTS
Creating added value for a product significantly enhances its appeal to customers by incorporating new features, improving design and quality, or delivering exceptional customer service This process not only makes the product more attractive and useful but also fosters increased customer satisfaction and loyalty, ultimately driving sales To effectively create added value, businesses should conduct market research to gain insights into customer needs and expectations, using this information to refine and enhance their offerings.
Creating added value for products enhances customer experience and satisfaction by addressing their needs and solving problems This added value can be achieved through various factors, including improved functionality, superior quality, exceptional customer service, and innovative features that elevate the overall product offering.
• Improving product quality: This may include adding new features, improving performance or durability, or using higher-end materials
• Increased convenience: This may include improving the design, making the product easier to use, or providing better customer support services
• Increase perceived value: This can include building a strong brand, creating a sense of exclusivity, or providing a personalized customer experience
Investing in the opportunity to "Create added value for products" can help our brand gain a competitive advantage in the market in several ways:
• Improve product quality: When we create added value for products, we are improving the quality of products This can help us attract new customers and retain existing ones
By incorporating added value into a product, businesses can create a unique differentiating factor that sets them apart from competitors, ultimately making their offering more attractive and noticeable to customers.
• Increase sales: When customers perceive the added value of a product, they are more likely to buy the product This can lead to an increase in sales
• Build customer loyalty: When we consistently provide added value to our customers, they will feel satisfied and loyal to our brand
• Cost optimization: Creating added value for products can help us optimize costs by effectively leveraging existing resources
As such, this investment not only helps us improve our products, but also helps us build a strong and sustainable brand
• Resources: Our team consists of 6 people
The group plans to invest in various aspects of production, including the extraction of shampoo and shower gel in tube form, packaging for colored products, and printed materials for each product Additionally, the investment will cover the creation of banners for booths, processing to scale products from 500ml to smaller 30ml and 50ml sizes, as well as paper bags for takeaway items and cartons for packaging.
• For a period of 1 month from September 15, 2023 – October 13, 2023
• I think we can make about 2 milions VND (4 event days: 10/10/2023-13/10/2023)
We really want to present to management and ask for resources
Our opportunity lies in enhancing shampoos and shower gels by incorporating all-natural ingredients, aimed at providing customers with a more satisfying and engaging experience By creating added value for our products, we can prevent customer boredom and foster loyalty, ensuring we remain competitive in the market Without this innovation, we risk losing customers to rivals.
Users of the product include students, faculty, and school employees who directly engage with it, assessing its scent, texture, and effectiveness For instance, a student may seek a shampoo that features a natural fragrance, is gentle on the scalp, and aligns with their commitment to a healthy lifestyle.
The decision maker, whether the user or the student's parents, plays a crucial role in the purchasing process Their choice is influenced by personal opinions and recommendations from trusted sources For instance, an instructor might opt to buy the product after evaluating positive reviews, highlighting the importance of reliable information in the decision-making journey.
An influencer, such as a popular beauty blogger or a dermatologist, can significantly impact consumers' purchasing choices through their product reviews and recommendations For instance, a renowned beauty blogger at school shared their personal experience with a specific product, effectively endorsing it to the community and swaying their followers' decisions.
Our customers will benefit from using this product/feature/set of features because it helps them:
Our products, crafted from 100% natural ingredients, promote a healthy lifestyle that balances mind, body, and soul We emphasize the importance of using organic materials not only to enhance the health of your hair and skin but also to honor and protect the beauty of nature and the environment.
This product/feature/set of features is unique because:
We take pride in formulating our products with natural and organic ingredients, ensuring the highest quality for your hair and skin care needs Our commitment to sustainability drives us to use eco-friendly packaging, minimizing our environmental footprint Our mission is to provide exceptional natural products while promoting environmental balance and a healthier planet.
The product/feature/set of features compares favorably to other competitors' products (or customers will choose our product over competitors' products) because:
Our products have many advantages over competitors' products, including:
• All-natural and organic ingredients: This not only makes the product safe and healthy for users but also demonstrates Herb's commitment to environmental protection
• Flavor diversity: With the addition of many new scents, Herb meets the diverse needs of customers
• Eco-friendly packaging: The use of 100% paper stickers and paper product bags minimizes the impact on the environment
This article provides essential insights into hair care, emphasizing how the product's fragrance enhances user experience and understanding By incorporating this information, customers can learn effective ways to utilize the product for optimal results.
• Many attractive offers: discounts, gifts with products, or points programs for loyal customers
• When buying products, customers (mainly students) will receive a link code for free learning materials with a lot of useful learning materials
These advantages help our products stand out and attract customers more than competitors' products.
The reason for remaking the brand's name
We decided to rebrand from the original supplier's name for several important reasons In the era of intense competition and a rapidly evolving business environment, a rebrand can yield substantial benefits
The decision to adopt the name "Herb" aims to cultivate a unique reputation centered on natural and healthy care for both health and the environment This name instills a sense of safety and commitment to high-quality products and services in customers' minds, thereby establishing a strong brand identity and fostering customer trust.
To stand out in a highly competitive market, it is essential to establish differentiation and uniqueness The original supplier's brand name can often become overshadowed or confused with others By selecting the name "Herb," we effectively distinguish ourselves, making it easier for customers to recognize and remember our brand.
The name "Herb" reflects our dedication to nature and our commitment to providing high-quality, chemical-free products It embodies excellence and reliability, values we proudly uphold for our customers.
Rebranding, while challenging, has proven to be highly beneficial by fostering a strong brand identity, enhancing customer trust, and facilitating easy recognition This illustrates that embracing change in today's fast-paced business environment can unlock significant opportunities and advantages.
The market environment for the product
Industry and competitive activities
Vietnam, officially the Socialist Republic of Vietnam, functions as a one-party socialist republic The General Secretary of the Communist Party of Vietnam serves as the Party leader and heads the Politburo, holding the highest authority within this political system.
Vietnam's political structure is dominated by the Communist Party of Vietnam (CPV), which significantly shapes the nation's political, social, and economic spheres The CPV's pervasive influence is complemented by the substantial role of the People's Army of Vietnam within the political system.
The political stability of the country is upheld by the dominance of the Communist Party of Vietnam (CPV), yet its governance and human rights performance is lacking While the constitution promises freedom of expression, opinion, and speech, these rights are not effectively enforced in reality Civil society activists face increasing harassment and stringent surveillance by public security forces.
In January 2021, the Communist Party of Vietnam (CPV) convened its 13th congress, electing a new 200-member Central Committee and an 18-member Politburo Nguyen Phu Trong, who was re-elected as CPV secretary-general, has significantly enhanced his power and influence within the party Despite concerns regarding his health and age, Trong is actively consolidating his authority and is anticipated to maintain his leadership role until 2026.
Since 2013, particularly from 2016 onward, the anti-corruption campaign spearheaded by Trong has yielded significant outcomes, at times resembling a political purge Under his guidance, the Communist Party of Vietnam (CPV) has reinforced party discipline through a resolution focused on improving the ethics and lifestyle of its members.
Vietnam has forged strategic partnerships with key nations, including Japan, China, India, and Russia In 2023, the United States and Vietnam formalized a "comprehensive strategic partnership," enhancing collaboration across various sectors such as economic development, security, education, culture, and addressing war legacy concerns.
Vietnam faces significant political challenges, including maritime security issues in the South China Sea and disputes regarding the management of the Mekong River Additionally, the 2020 Law on Cybersecurity is viewed as a setback for freedom of speech and information in the country.
In summary, Vietnam's political stability is influenced by the leadership of the Communist Party of Vietnam (CPV), which maintains a single-party system and imposes limitations on freedom of speech The CPV's anti-corruption initiatives and international relations also play a significant role in shaping the nation's political environment However, to sustain political stability and foster growth, it is crucial to tackle the existing political challenges.
Vietnam, officially the Socialist Republic of Vietnam, features a socialist-oriented market economy that actively integrates into the global market The government promotes foreign investment by creating economic zones with attractive incentives for investors However, it is crucial for all businesses to adhere to local and national regulations, particularly concerning product safety and quality standards.
The primary legal framework governing chemicals in Vietnam is the Chemical Law enacted in November 2007, which regulates the entire lifecycle of chemicals This law is supported by various decrees and ministerial circulars, addressing critical aspects such as the handling, production, trade, transportation, storage, import, export, and disposal of chemicals It also covers the classification and labeling of chemicals, packaging requirements, incident response, registration of new chemicals, and environmental protection, while outlining the responsibilities of the state in managing chemical safety.
When producing natural and chemical-free products, it is essential to ensure that they are free from any restricted or banned substances The Law on Chemicals categorizes hazardous chemicals based on their physical properties, adhering to the GHS classification principles Additionally, the term "new chemical" refers to any chemical that has not yet been included in the national chemical inventory or recognized foreign chemical inventories by Vietnamese competent authorities.
Traders looking to import or export goods that require permits must secure the necessary approvals from relevant ministries or sectors All imports and exports must adhere to applicable regulations concerning quarantine, food safety, and quality standards, and they must undergo inspection by authorized agencies prior to customs clearance.
Vietnam's legal market is rapidly evolving, attracting significant interest from international investors eager to capitalize on emerging opportunities post-pandemic The Southeast Asian region, with Vietnam at the forefront, has become a focal point for foreign investment in recent years Notably, Vietnam's economy demonstrated robust growth, expanding by 5.03% in the first quarter of 2022 compared to the same period in 2021, as reported by the General Statistics Office of Vietnam.
When selling shampoo, shower gel, and pineapple rice paper, it's essential to understand the legal requirements specific to each product A Cosmetic Product Safety Report (CPSR) is mandatory for any cosmetic item that touches the skin Establishing Good Manufacturing Practice (GMP) is crucial to ensure products are safe and produced in a hygienic environment Maintain a Product Information File (PIF) for records of your products and batches, which may be requested by authorities Each batch must have a unique batch code, necessitating thorough record-keeping of ingredients and production processes Proper labeling is vital for transparency, informing customers about the product contents Additionally, notify the Cosmetic Products Notification Portal (CPNP) for market surveillance and consumer information Lastly, securing public liability insurance is typically required for compliance.
Vietnam, a dynamic country in Southeast Asia, is recognized for its vibrant cities and rich cultural heritage In recent years, it has witnessed substantial economic growth driven by a strong manufacturing sector and a resilient labor force This report offers a comprehensive analysis of Vietnam's economy in 2022, along with projections for 2023, highlighting crucial economic indicators including GDP growth, trade balance, labor force dynamics, unemployment rates, and inflation trends.
Market segments and customer targets
Herb brand focuses on providing organic products made from 100% natural ingredients without harmful chemicals We will target our market specifically at UEF University, where we aim to promote our brand and its commitment to health-conscious consumers.
Students, spanning diverse age groups from teenagers to young adults, both male and female, often possess an independent source of income through part-time jobs, freelance work, or financial support from parents and scholarships This financial autonomy enables them to make independent purchasing decisions and prioritize products and services that resonate with their values and preferences.
Students are increasingly reliant on mobile devices for academic, social, and entertainment purposes, spending significant time on smartphones, tablets, and laptops This trend creates opportunities for businesses to connect with this demographic through digital channels Additionally, students show a willingness to invest in valuable, healthy, and eco-friendly products, prioritizing those that enhance their well-being and minimize environmental impact This consumer behavior highlights a growing awareness among students regarding personal health and ecological responsibility.
Students living with their families while pursuing education often face limitations in household shopping decisions, yet they can advocate for healthier choices, such as organic products with natural ingredients This preference reflects their commitment to health and well-being Additionally, their active lifestyle includes sports, which offers physical activity, stress relief, and social interaction, influencing their preferences for sports-related products like athletic apparel and equipment.
The student body is diverse, comprising both males and females from various backgrounds, each with unique interests and aspirations A shared trait among these students is their dependence on family-based income sources to meet their needs, which may include financial assistance from parents or guardians, or earnings from a family-owned business.
Students are heavily reliant on mobile devices for academic, social, and entertainment purposes, creating opportunities for businesses to engage with them through digital channels They are increasingly willing to invest in products that are valuable, healthy, and environmentally friendly, reflecting a heightened awareness of personal health and ecological impact This consumer behavior highlights students' prioritization of items that provide tangible benefits to their well-being and the environment.
Students living with their families while pursuing education often have their lifestyle choices and product preferences shaped by this arrangement Although they may have limited control over household shopping decisions, they can advocate for healthier options, such as organic products with natural ingredients, reflecting their commitment to health and well-being Additionally, their active engagement in sports not only provides physical activity and stress relief but also fosters social interactions, influencing their preferences for sports-related products like athletic apparel and equipment.
Students of various age groups, including teenagers and young adults, both male and female, often possess an independent source of income This financial support may stem from part-time jobs, freelance opportunities, or assistance from parents and scholarships With their own income, these students can make independent purchasing decisions, allowing them to prioritize products and services that reflect their values and preferences.
Students extensively use mobile devices for academics, socializing, and entertainment, spending considerable time on smartphones, tablets, and laptops This behavior creates opportunities for businesses to engage with them through digital channels However, students are discerning consumers who carefully consider their purchases, particularly for valuable products Their cautious approach reflects a desire to make wise financial decisions and effectively manage their limited resources.
Many students living away from their families in dormitories or shared apartments embrace their independence by making lifestyle choices that reflect their values, such as opting for organic products They prioritize 100% natural ingredients and avoid harmful chemicals due to their concerns for health and the environment, supporting sustainable practices while promoting their well-being Additionally, sports play a significant role in their lives, offering physical activity, stress relief, and social interaction, which influences their preferences for sports-related products like athletic apparel and equipment.
Lecturers are academic professionals dedicated to educating students and shaping the minds of the younger generation This diverse profession includes both male and female educators, each bringing unique perspectives and expertise Unlike many other careers, lecturers enjoy financial independence as they are not solely reliant on a fixed salary; they often engage in research, consulting, or writing, which allows them to supplement their income This autonomy enables lecturers to pursue their passions and interests beyond their teaching duties.
Lecturers lead busy lives filled with various commitments, making it difficult for them to spend excessive time on mobile devices Unlike younger generations who may engage in social media or gaming for hours, lecturers prioritize their time on essential tasks related to their work and personal lives When making purchases, they are discerning consumers who carefully consider their options, valuing quality and value over impulse buying Before committing to any product, lecturers conduct thorough research to ensure it aligns with their needs and values, understanding the importance of informed decisions and investing in long-lasting, valuable items.
Lecturers often embrace a healthy and conscious lifestyle by choosing organic products made from 100% natural ingredients, free from harmful chemicals They recognize the health risks associated with synthetic ingredients and prioritize safe products for themselves and the environment In addition to their commitment to health, lecturers actively engage in sports activities, which help them relieve stress and rejuvenate their minds and bodies Furthermore, their preference for vegan products reflects their dedication to sustainability, as they believe their choices can positively impact both the environment and society.
Lecturers are skilled professionals in academic positions responsible for educating students and shaping the minds of the younger generation This profession includes both males and females, each bringing unique perspectives and expertise Lecturers enjoy financial independence as they are not solely reliant on a fixed salary; they can engage in various activities such as research projects, consulting, or writing, allowing them to supplement their income This autonomy enables lecturers to pursue their passions and interests beyond their teaching duties.
Lecturers typically enjoy significant free time, enabling them to utilize their mobile devices frequently and engage with digital platforms Their tech-savvy nature presents businesses with valuable opportunities to implement targeted digital marketing strategies Additionally, lecturers are inclined to invest in products that promote health and sustainability, recognizing the importance of both personal well-being and environmentally friendly practices.
The marketing mix-strategies and tactics
Product
Herb offers a diverse selection of products organized into seven distinct categories, each designed to meet various customer needs The brand's two primary product lines are shampoo and bath lotion, which highlight its commitment to quality and appeal.
At Herb, we prioritize unmatched product quality by exclusively using organic and natural ingredients, free from toxic chemicals Our meticulous clean and closed production process guarantees that every product adheres to the highest organic and natural standards, ensuring both safety and effectiveness for our users.
Herb showcases its dedication to environmental protection through the use of eco-friendly packaging design paper The clear and intelligent product packaging highlights ingredients, uses, and usage instructions, fostering transparency and building customer trust Additionally, the natural colors and illustrations enhance aesthetics while reflecting sophistication and a strong connection to nature.
Herb offers customers the flexibility of product customization, featuring options like the Rose and Lotus shampoo for those who appreciate floral fragrances The Bitter Melon shower gel is specifically formulated for sensitive skin, while the Jasmine shower gel caters to fans of gentle floral scents Additionally, Herb provides various by-products, including truffle bath towels, fish soap, and anti-ultraviolet organic lipstick, demonstrating their commitment to fulfilling each customer's unique beauty needs for a personalized experience.
At Herb, we are dedicated to offering natural and organic products that prioritize your well-being, ensuring our shampoo and shower gel are free from toxic chemicals and crafted from the purest organic resources Our commitment to environmental responsibility is reflected in our sustainability goals, including the use of recycled paper packaging and strict environmental protection measures aimed at reducing our carbon footprint and fostering a greener future for everyone.
Our product line goes beyond personal care to encompass health and holistic well-being We offer natural products designed to protect your lips from UV rays, prevent hair loss, and nourish your hair for optimal vitality By harnessing the power of wholesome ingredients, we aim to enhance your beauty and elevate your overall health and wellness through nature's transformative benefits.
At Herb, we strive to create a meaningful impact on our customers by promoting sustainable living and environmental awareness Our mission goes beyond traditional beauty routines; we inspire you to make conscious choices that enhance your well-being while contributing to a healthier planet By choosing Herb, you not only look and feel great, but also participate in a movement towards a more eco-friendly lifestyle that resonates beyond your bathroom.
Our target audience comprises individuals who prioritize beauty products that align with their values of green living, health, and organic beauty At Herb, our dedication to these principles goes beyond marketing; it reflects our lifestyle We recognize that making sustainable and healthy choices is a way of life, and we actively engage with our customers on social media to foster this commitment.
Herb's natural shampoos and shower gels offer quality personal care products that reflect a commitment to environmentally responsible and health-conscious living By choosing Herb, you align with sustainable values and holistic wellness, making a positive impact on the world Our range is more than just cosmetics; it's a statement of your dedication to an eco-friendlier lifestyle, and we are here to support your journey towards better living.
Herb has a product price that matches the market, considering the composition, quality and real value of the product
In advertising and marketing, Herb uses Fanpage, personal Facebook, GroupLeng and other media channels to convey Herb's value proposition and positioning, including live advertising, social media and content marketing
Herb guarantees proper classification and publication of products, including sales at events and on fan pages The brand fosters customer loyalty and achieves its goals by providing exceptional customer service and engaging in community beautification efforts.
Pricing strategy
Herb's pricing strategy for the Green Living event is essential to our marketing approach, aiming to balance high-quality organic and natural personal care products with reasonable profitability We recognize that attendees prioritize product quality and ethical sourcing, and we are committed to ensuring all Herb products meet these high standards.
Our product portfolio features two main categories: shampoo and shower gel, with prices set to reflect production costs and the value of natural organic ingredients, ensuring they are reasonable and indicative of quality At the Green Living event, we aim to build trust and encourage consumption through promotional packages and offers that attract attendees to our booth, alongside free product samples that allow customers to try before they buy Our strategy goes beyond immediate sales; we are dedicated to fostering long-term relationships through loyalty programs and incentives that cultivate a supportive community for a green lifestyle Additionally, we implement a special pricing strategy for premium products like scented candles and Moiem handcrafted lipstick, focusing on delivering exceptional quality and customer experience to make our offerings truly stand out.
Here is a detailed description of the pricing strategy for our products, along with specific prices:
Experience the benefits of our Rosehip and Rose Shampoo (50ml) for just 48,000đ Crafted from premium natural and organic ingredients, this shampoo effectively cleanses hair while being gentle on the scalp The pricing reflects the quality of its organic components, making it an appealing choice for environmentally conscious consumers.
The Lotus Flower and Bitter Melon Shampoo, available in a 50ml size for 47,000đ, is an essential addition to our product lineup Priced competitively, it combines high quality with natural ingredients, providing event attendees with a variety of excellent options.
The Jasmine Shower Gel 30ml, priced at 36,000đ, offers a natural and affordable option for consumers seeking quality without overspending Its pricing reflects the production costs and the value of its natural ingredients, ensuring that you can enjoy a luxurious shower experience while saving money.
Bitter Melon Shower Gel 30ml - 35,000đ: Similar to the Jasmine Shower Gel, this product offers competitive pricing, making it a natural choice for budget-conscious customers
The Bitter Melon Shower Gel (50ml) is priced at an affordable 40,000đ, offering excellent quality and value for customers Available in various sizes, it caters to diverse customer preferences.
Fish-Shaped Soap - 36,000đ: The Fish-Shaped Soap is competitively priced, encouraging natural personal care and providing a cute and popular option for customers
The Loofah Shower Sponge, priced at 50,000 VND, offers an ideal combination of quality, value, and affordability Crafted from natural ingredients, this sponge prioritizes skin care while ensuring safety and effectiveness Its competitive price allows customers to experience the benefits of an organic skin cleansing option without financial strain, making it an attractive choice for those seeking effective skin care solutions.
Discover our premium scented candle, priced at 250,000đ, which showcases its unique quality Crafted from soy wax, this candle includes a QR code on the packaging, enabling customers to scan and access soothing music on Spotify for an enhanced sensory experience.
The Caster Sugar Lip Scrub, priced at 85,000đ, emphasizes its value in natural personal care and beauty This premium pricing reflects the careful consideration of production costs and the use of organic ingredients, ensuring a safe and non-irritating experience for users.
Experience the luxury of Handcrafted Moiem Lipstick, priced at 330,000đ, which reflects its superior quality and uniqueness We are dedicated to providing a consistently high-quality product that offers exceptional experiences for our customers Made with premium natural and organic ingredients, our lipstick ensures long-lasting wear while providing protection and soothing benefits, all presented in beautiful and artistic packaging.
Herb's pricing strategy at the Green Living event focuses on delivering genuine value to customers while encouraging consumption By offering high-quality products at competitive prices, we aim to foster long-term relationships with our customers through smart pricing and marketing approaches, ultimately promoting a sustainable and eco-friendly lifestyle.
Promotional plans and programs to drive demand
The following are specific promotions that Herb has proposed:
Continuous discounts of 55k on Moiem, originally priced at 330k, effectively draw customers to the booth This pricing strategy alleviates price pressure, making the products more accessible and appealing to potential buyers.
On the first day of the promotion, customers can enjoy a 10% discount on fish soap when they purchase two random shower gels This strategy promotes product diversification and encourages customers to explore more items By combining a shampoo and a bath lotion, shoppers can unlock a 10% discount on their third product, the fish soap.
When shower gel prices decrease by 20%, consider purchasing two shampoos in various fragrances This strategy not only encourages customers to buy additional products but also allows them to benefit from discounts on bath items Additionally, it provides an opportunity for customers to explore different shampoo scents.
On the third day of the sale, Herb introduced a 20% discount on a program designed to eliminate dead lip cells with Castrol, available with the purchase of two scented bath creams This promotion, similar to the previous day's offer, incentivizes customers to buy more products while enjoying discounts on related items from Caster Street Additionally, the event encourages the purchase of bath milk in various fragrances, allowing customers to indulge in a diverse sensory experience.
On the final day of the promotion, Combo indulged in two milk baths, surpassing the purchase of two pineapple jam cakes This ongoing promotion enhances the appeal of the product portfolio, encouraging customers to buy more items Including pineapple cake in the mix not only makes the transaction more enticing but also boosts customer enthusiasm while promoting sales on the last day.
Place or distribution channels to deliver products and services
Herb's distribution strategy at the "Lanh" event and on its fan page is integral to the 4P marketing framework, ensuring that Herb's natural organic shampoo and body wash effectively reach target customers By focusing on direct sales at the event, particularly to UEF students, Herb engages potential customers in a meaningful way The event's emphasis on a green, natural, and vegetarian lifestyle provides an ideal platform to showcase Herb's products to an environmentally conscious audience Direct selling fosters a personal connection, allowing customers to sample products and inquire about their quality and ingredients, which builds trust and encourages immediate purchases among those who prioritize sustainable living.
Herb's dedicated social media fanpage is a vital tool for fostering relationships and broadening our market reach It offers comprehensive information about our organic shampoo and body wash, allowing customers to understand their features and benefits Through this platform, customers can conveniently view prices, place orders online, and enjoy doorstep delivery, enabling us to attract and serve a diverse clientele, both at UEF and across the nation.
Combining direct selling at events with online sales optimizes our potential reach, allowing us to connect with both event attendees and non-attendees This strategy fosters strong relationships with UEF students during the event while maintaining online connections afterward, enhancing customer loyalty and supporting brand growth Furthermore, this dual-channel approach offers customers convenience and flexibility, providing multiple purchasing options for our products.
Hạc - Natural Beauty Care is a leading store in Vietnam, specializing in natural cosmetics made from safe, chemical-free ingredients Committed to eco-friendliness, their products are not tested on animals, promoting a sustainable lifestyle Collaborating with Hạc enhances the Herb brand by providing high-quality, environmentally friendly products that resonate with both local and international customers This partnership allows us to build strong customer relationships and expand our market presence, particularly at the "Green Living" event and through Herb's active social media channels.
Partnering with Hạc - Natural Beauty Care is essential for delivering high-quality products and enhancing our brand's value, as it merges quality with environmental sustainability in a market that increasingly prioritizes these principles.
Marketing alliances used to gain access to other market areas
Currently, Herb has no plans for marketing alliances with other brands to develop further in different markets.
International marketing activites
At present, our brand, Herb, has no intentions to engage in marketing activities on an international scale As a new entrant in the market, our primary focus is on establishing a strong presence within Vietnam, particularly in Ho Chi Minh City.
Product launches being planned or being carried out
Launching plan
New Product Planning New Product
Post-launch product management Strategy Idea Feasibili ty
Definition Develop Come into sight
(define goals, learn market analysis)
Minh Huy (healin g, nature- oriente d, safe for health)
Minh Huy (Creat e opport unitie s to intera ct with custo mers) Marketin g
Nhã Uyên (Use Media , discou nt,)try , reach studen ts)
Nhã Uyên (Prepar e Produc ts and Gifts, Create an impres sive booth)
Nhã Uyên (Use of Media, discount)
Nhã Uyên (Sold in combos)
(Identify product targets and research other products in the market)
Mỹ Linh (brain storm logo ideas, packa ging, use vegan produ cts as much as possib le)
Mỹ Linh (Produ ction and distrib ution planni ng)
Mỹ Linh (coordina te with the marketin g team to plan the marketin g campaign )
Mỹ Linh (monitor its performance,collect feedback from customer)
(determin e the initial capital source to purchase products and set up booths)
An (Deter mine the sellin g price for the produ ct)
An (Expe cted profit calcul ation)
An (evalu ate the results and consid er wheth er to expan d the busine ss)
(Preparati on and Setup, preparati on of herbal shampoo products, packagin g)
Ai Van (approach students during lunch break, try the product.)
Ai Van (creati ng a final promo tion to stimul ate shopp ing) Activity Khanh
Khan h Chau (gift increa n table and how to use it) se for large orders ) Supply
Khanh Chau (Identi fy reputa ble and quality supplie rs.)
Khanh Chau (packagin g design and label printing)
Khanh Chau (determine how to distribute products)
Khan h Chau (provi des custo mer servic e at points of sale)
Khan h Chau (track s financ ial transa ctions , produ ction costs and reven ues) Customer
Minh Huy (provides detailed informati on about the product, including how to use,
Minh Huy (ensures that customer service staff are adequately trained on products, processes, and how to
Minh Huy (track custo mer servic e perfor mance by
Minh Huy manages return and warranty requests for ingredients, ensuring customers select the right products to meet their needs He collaborates with customers and reviews their feedback in accordance with established procedures, while also adhering to legal regulations.
(defines all regulatio ns and laws related to shampoo and shower gel products)
Ai Van (verifi es wheth er HER
B produ cts compl y with all define d requir ement s and regula tions)
(define detailed productio n plan for
My Linh (ensure s that there are enough raw materi als and compo nents needed to manuf acture produc ts)
My Linh (establish continuou s quality control process througho ut the productio n process)
My Linh (involved in the process of packaging products and preparing for the distribution process to the point of sale)
My Linh (prod uction proces s super vision , perfor mance monit oring)
My Linh (offer s quick and effecti ve remed ies)
An (define s trainin g and develo pment progra ms for new emplo yees)
Van An (set up a performa nce evaluatio n system to monitor and evaluate the work of employee s)
Sale objective
Herb aims to meet sales targets during the upcoming "Lành" event from October 10 to October 13, 2023 The focus will be on several key products, including Rosehip and Rose Shampoo, Lotus and Camellia Shampoo, Jasmine Shower Cream, Bitter Gourd Shower Cream, Fish-shaped Soaps, and Loofah Sponges Specifically, the sales goals are to sell 10 bottles of Rosehip and Rose Shampoo, 5 bottles of Lotus and Camellia Shampoo, 10 bottles of Jasmine Shower Cream, 10 bottles of Bitter Gourd Shower Cream, 5 Fish-shaped Soaps, and 3 Loofah Sponges.
Sales training programs needed
Employee training is essential for businesses, as it significantly enhances sales capabilities and overall effectiveness A skilled sales team is invaluable, driving revenue growth, brand development, and exceptional customer experiences Leading up to the "Lanh" event, we prioritized comprehensive training by organizing multiple sessions to improve our sales quality.
A strong understanding of product knowledge is essential for our sales professionals, as it forms the foundation of their success We emphasize the importance of thoroughly exploring product details, including features, functions, and the real benefits for customers, while also gaining insight into the target audience Without this solid groundwork, our sales representatives may struggle to effectively convey the value of our offerings.
To enhance product knowledge, we implement diverse strategies, including in-depth training sessions focused on product education These sessions provide extensive materials and instructional videos that thoroughly address product specifications Additionally, we emphasize the importance of firsthand experience, encouraging our staff to engage with the products they sell to better understand and internalize their unique features.
The success of a salesperson relies on both their knowledge and the ability to effectively apply it Our mission is to equip our team with essential sales skills, including effective communication, active listening, persuasive presentation, and mastering the art of closing a sale, which can significantly impact their performance.
We adopt a proactive approach to enhancing sales skills by organizing dedicated training sessions that equip our staff to effectively engage with potential customers Recognizing the importance of visual learning, we provide instructional videos that illustrate key concepts and techniques Additionally, we emphasize the significance of practice, offering our team opportunities to apply and refine their skills in real-world sales scenarios.
In today's competitive business landscape, a strong service attitude is essential for differentiation A professional approach that includes warm greetings, active listening, and a dedicated effort to address customer inquiries fosters a positive experience This commitment to customer satisfaction not only encourages purchases but also plays a vital role in cultivating customer loyalty.
To foster a service-oriented mindset within our team, we implement targeted training sessions that highlight the significance of polite customer interactions Our staff is motivated to warmly greet customers, actively listen to their needs, offer detailed responses to questions, and proactively enhance overall customer satisfaction.
To ensure the success of our training initiatives, we have implemented a comprehensive feedback and evaluation system By conducting regular assessments of our staff's skills following training sessions, we can monitor their progress and make essential adjustments to improve their sales performance.
In summary, our dedication to thorough training in product knowledge, sales techniques, and customer service creates a strong foundation for our sales team's success This comprehensive strategy equips them with essential skills, enabling them to effectively sell our products while providing exceptional customer experiences This balanced approach is crucial to thriving in the competitive sales landscape.
Additional research programs needed
Forecasting
Number of classes operating on each floor
Total number of floors with classes in operation
Average number of students per class
Average of 5-6 classes (take 5 classes)
Average of 4-5 classes (take 4 classes)
Average of 3-4 classes (take 3 classes)
Average of 3-4 classes (take 3 classes)
Average of 3-4 classes (take 3 classes)
Average of 5-6 classes (take 5 classes)
Average of 4-5 classes (take 4 classes)
Additional research programs
In today's technologically advanced society, the preference for organic vegan products has emerged as a significant cultural symbol, reflecting consumers' heightened awareness of personal health and environmental impact Notably, the ongoing expansion of research and development in organic vegan cosmetics has become a formidable force in a diverse and challenging market, offering consumers healthy and sustainable options.
Herb brand prioritizes both commercial goals and the creation of high-quality products with verified origins Their research on natural shampoo and shower gel emphasizes the effectiveness of soapberry and other natural ingredients, ensuring safety and quality Herb products not only promote health but also demonstrate a commitment to environmental sustainability and a better future.
Herb's product development process goes beyond mere research and testing; it is a meaningful journey aimed at understanding and fulfilling consumer needs and desires Each ingredient is carefully selected and optimized, while the production process is thoughtfully designed to ensure safety and quality As a result, every Herb product reflects a deep respect for consumers' health and emotions, guaranteeing high quality and a commitment to meeting their goals.
Herb is more than just a cosmetics brand; it embodies a genuine commitment to customer happiness and health Each product, from shower gels to shampoos and soaps, addresses essential skin and hair care needs while fostering a sense of affection, comfort, and trust This dedication creates a strong bond of solidarity and intimacy between Herb and its consumer community.
Herb's unwavering commitment to quality and compassion fosters exceptional products while building a nurturing community centered on love and sharing This environment ensures that everyone experiences Herb's care and support on their journey toward self-care and a fulfilling, peaceful life.
Any other deliverables to be provided by Marketing to other functions, and
functions, and other deliverables added by Marketing from other functions
Plan to find suitable products R R R A C I
Find raw materials for the product R A C I R R
Inspect and test products before bringing them to market
New packaging design for the product I A I C R R
The RACI Matrix table illustrates how each team member takes on primary responsibilities based on their strengths, while also collaborating to enhance overall efficiency in completing tasks.
Marketing team members focus on market research and current trends, collaborating with other departments to develop actionable plans based on established goals and forecasts They also create programs designed to attract potential customers for the Sales team Furthermore, Marketing professionals work closely with Sales to gather data on the market, products, and competitors, enabling them to devise innovative and timely strategies for their offerings.
The design department will collaborate closely with the sales team to enhance customer engagement and product appeal This partnership not only aims to persuade customers to make purchases but also provides valuable insights into customer preferences regarding colors and designs By observing customer reactions, design team members can gain a deeper understanding of customer psychology, ultimately leading to more effective and appealing product designs.
The Sales team plays a crucial role in the Finance department by offering essential insights and guidance that influence pricing and marketing strategies prior to launching products to consumers.
The production department maintains a strong collaboration with the Finance department, as the latter is responsible for approving and processing payments for all raw materials needed for production This partnership not only ensures a smooth workflow but also contributes to cost savings for the business.
Integrated budgets for all programs
Original price of the product
Product Unit Price (discount included)
Rose locust Shampoo 500ml VND 229,000
Jasmine shower gel 500ml VND 178,000
Bitter melon shower gel 500ml VND 153,000
Loofah bath sponge 3 pieces VND 225,000
Selling price of extracted products
1 Rose locust shampoo ml VND 14,000 VND 23,000 15
3 Jasmine shower gel ml VND 11,000 0 14
4 Bitter melon shower gel ml VND 10,000 VND 15,000 12
6 Loofah bath sponge pieces VND 75,000 3
Purchase price of raw materials Ordinal number Product Unit Price Quantity Total
1 Tube (shampoo + shower gel) ml VND 5,000 70 VND 350,000
2 Printed (color product packaging + each product's accompanying paper + logo) pieces VND 3,000 70 VND 210,000
3 Print banners for booths pieces VND 60,000 1 VND 60,000
4 Paper bags (to carry products to take home) pieces VND 4,000 50 VND 200,000
Promotion product price Ordinal number Product Promotion Price
1 Buy 2 random shampoos 50ml Free 1 pineapple rice paper VND 85.000
2 Buy 2 bitter melon shower gel 50ml and 1 fish soap Fish soap will be 20% off VND 107.000
3 Buy a random shampoo 50ml and shower gel
30ml Free 1 loofah bath sponge VND 80.000
4 Buy 2 or more fish soaps 10% off for second purchase VND 72.000
5 Buy 3 or more products Give away 1 fish soap VND 169.000
Product selling price (Official) Ordinal number Product Unit Price
1 Rose locust shampoo ml VND 39,000 VND 48,000 15 (5 tubes of 30ml and 10 tubes of 50ml) VND 675,000
2 Lotus shampoo ml 0 VND 47,000 8 VND 376,000
3 Jasmine shower gel ml VND 36,000 0 14 VND 504,000
4 Bitter melon shower gel ml VND 35,000 VND 40,000 12 (3 tubes of 30ml and 9 tubes of 50ml) VND 465,000
5 Fish soap pieces VND 36,000 10 VND 360,000
6 Loofah bath sponge pieces VND 75,000 3 VND 225,000
Day Number of products sold Expense
Total amount to be spent (including product pick-up price + raw material purchase price) VND 2,043,000
Measurements and metrics
Herb brand recognizes that merely tracking business metrics is insufficient for a comprehensive evaluation of performance; instead, it emphasizes the importance of understanding customer interactions to foster strong relationships in a competitive and dynamic market The brand aims to boost sales of its six key products—rose locust shampoo, lotus shampoo, jasmine shower gel, bitter melon shower gel, fish soap, and loofah bath sponge—by targeting four sales days during the upcoming "Lành" event on October 10.
2023 - October 13, 2023), specifically, it will achieve sales:
• 10 tubes of rose locust shampoo
• 10 tubes of jasmine shower gel
• 10 tubes of bitter melon shower gel
Herb aims to enhance brand recognition for the 3 loofah bath sponge product line, emphasizing the importance of fostering strong customer relationships within the organization During the limited timeframe of the "Lành" event from October 10 to October 13, 2023, the results achieved have significantly surpassed expectations.
• 15 tubes of rose locust shampoo (including 5 tubes of 30ml and 10 tubes of 50ml)
• 14 tubes of jasmine shower gel
• 12 tubes of bitter melon shower gel (including 3 tubes of 30ml and 9 tubes of 50ml)
The impressive sales results achieved by Herb, surpassing the original goal by 44%, reflect the strong trust and loyalty customers have for the brand This achievement is not just a number; it serves as a foundation for future marketing and branding strategies, enabling Herb to expand its market presence while fostering long-term relationships with consumers Such success highlights the effectiveness of the brand's strategy and underscores Herb's commitment to continuous innovation and growth, ensuring a sustainable vision for its future development and prosperity.
Risks
Risks and difficulties when implementing "Lành" events:
The selected products focus on shampoo and shower gel, which pose a significant challenge for consumers, particularly women This demographic often prefers familiar brands, making it difficult to introduce new options in these categories Therefore, the choice of these products represents a considerable hurdle in appealing to potential buyers.
• Second about the source of supply: we must research many places and visit many stores to be able to make the best choice about the product and its price
Finding suppliers for raw materials like tubes and paper bags can be challenging due to the limited quantities we require, making it difficult to locate stores willing to sell these smaller amounts.
When introducing a new brand, pricing is crucial; setting the price too high can deter potential customers who lack trust in the brand This lack of customer confidence may lead to insufficient revenue, ultimately hindering the ability to pay suppliers.
• Fifth competition risk: there may be several businesses that will sell the same products as us This is the thing that we are most worried about when choosing a product
• Friday risks of promotional programs: this is an important activity related to the revenue of our business, so we need to consider carefully when launching promotional campaigns.
Appendices and supporting material
PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC
MÔN HỌC: PRODUCT MANAGEMENT MÃ MÔN HỌC:
LỚP: A06E HỌC KỲ:1A NĂM HỌC: 2023-2024
Kết quả đánh giá làm việc nhóm của sinh viên: (10 điểm = 100%)
Thang điểm: 0.0 = Không tham gia, tỷ lệ đóng góp bằng không
0.25 = Có một số kỹ năng, tỷ lệ đóng góp dưới mức trung bình
0.5 = Có kỹ năng, tỷ lệ đóng góp ở mức trung bình
Khi đánh giá kỹ năng, một mức điểm 0.75 cho thấy tỷ lệ đóng góp ở mức khá, trong khi mức điểm 1.0 biểu thị tỷ lệ đóng góp ở mức tốt Nếu nhóm trưởng có khả năng tổ chức và điều phối tốt, giảng viên có thể xem xét tặng thêm 1.0 điểm cộng cho nhóm.
(mỗi tiêu chí tối đa 1.0 điểm, 10 tiêu chí = 10 điểm)
1 Có nhiều sáng kiến, ý kiến đóng góp
2 Chia sẻ, thảo luận với nhóm về công việc đang thực hiện
3 Chuẩn bị công việc một cách chu đáo, chất lượng
4 Hiệu quả làm việc nhóm 1 1 1 1 0,75 0,75
5 Hoàn thành công việc được giao đúng hạn
6 Kết nối, giao tiếp hiệu quả với các thành viên
7 Lắng nghe và tôn trọng ý kiến của người khác
8 Tham gia các buổi họp của nhóm 1 0,75 1 1 0,75 0,75
9 Hỗ trợ, giúp đỡ các thành viên khác trong nhóm
10 Kỹ năng phản biện, góp ý xây dựng khi làm việc
Tổng điểm nhóm trưởng đánh giá từng thành viên:
Tổng điểm cá nhân tự đánh giá của từng sinh viên là 10, 9.75, 10, 10, 9.75 và 9.5 Điểm nhóm thống nhất được tính dựa trên điểm trung bình của tổng điểm cá nhân tự đánh giá và tổng điểm đánh giá của nhóm trưởng cho từng thành viên.
Sinh viên ký tên xác nhận: ĐÁNH GIÁ CỦA
MINH CHÚNG UP BÀI TRÊN TRANG CÁ NHÂN / FANPAGE CỦA NHÓM
Sinh viên 5 Nguy ễn Lê
MINH CHỨNG THAM GIA VÀ TƯƠNG TÁC TRÊN
CÁC MINH CHỨNG LÀM VIỆC NHÓM KHÁC
CHIẾT DẦU GỘI SỮA TẮM
LÀM BẢNG VẼ TRANG TRÍ GIAN HÀNG
CHỞ ĐỒ LÊN GIAN HÀNG VÀ CHỞ VỀ BẢO QUẢN