final report digital marketing plan for velvet glow

Velvet ay Glow is a cosmetics store specializing in exfoliating Velvet products made from natural ingredients and suitable for all Claans 2222“ skin types.. It 1s known that in recent

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES —- INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

GROUP EVALUATION

TABLE OF CONTENTS

1 EXECUTIVE SUMMARY

1.1 Overview of the company

Velvet Glow was founded on September 20, 2024 Velvet

ay Glow is a cosmetics store specializing in exfoliating

Velvet products made from natural ingredients and suitable for all

Claans

2222“

skin types Our store is ready to accompany you on your skin care journey and give you healthy and radiant skin It 1s known that in recent years, people are always looking for products that can clean their skin from the inside without causing irritation, and to meet that need Velvet Glow has launched this product

This is a natural product and extremely environmentally friendly Volcanic ash is a natural resource so it will not cause harm but will also help clean the skin, without

using chemicals that irritate the skin We not only focus on naturalness but also commit to bringing real results to the skin that customers trust In addition, our

products are created with an extremely gentle and gentle formula, suitable for all skin types, including sensitive skin Our products not only focus on removing dirt

from the skin but also help regenerate and nourish the skin from deep within We

are constantly making efforts to research and develop products with the desire to

help customers have smooth and bright skin

The brand's purpose is to produce exfoliating products made from natural

ingredients, especially volcanic ash, to meet customer needs and not cause irritation for all skin types Using volcanic ash as a raw material will help your

facial skin minimize many harmful risks, while creating a feeling of safety and environmental friendliness when using the product

Velvet Glow 1s not only a cosmetic brand but also your companion on your skin care and beauty journey

1.1 Mission, Vision, OVP

Coming to Velvet Glow, the facial exfoliating product made from volcanic ash

is not just a regular product but it is also a new, unique experience for

customers who tend to take care of their facial skin With the goal of deep

cleansing and unclogging pores, we give customers’ skin a smooth and

refreshing feeling after the first use The unique formula is extremely gentle but helps stimulate the skin's exfoliation process, helping the skin become

softer and brighter At the same time, the product also provides nutrients to

help strengthen skin resistance and moisturize the skin With Velvet Glow, this

1s not only a product that removes dead cells but also helps customers relax after a tiring day

1.1.3 OVP

"Discover smooth and bright skin with Velvet Glow every day"

We at Velvet Glow believe that with a unique formula combining volcanic ash

and natural ingredients, this product will bring you a completely new experience We always believe that everyone deserves smooth and bright skin Our products help exfoliate and clean deeply from the inside to help your skin become brighter every day

With Velvet Glow, you not only take better care of your skin, but also take care of the environment The product is made from natural ingredients that do not contain toxic substances, protecting your health

2 SITUATION AND MARKET ANALYSIS

2.1 Macro environment

The political climate has a significant impact on the Velvet Glow exfoliating product made from volcanic ash Import-export and marketing strategies, foreign relations, taxes, quality and product safety regulations all affect the

production, distribution and retail of this product To express customer beliefs

and needs within the local political context, this may require making changes

in marketing strategy and brand image Therefore, political considerations play

an important role in determining the success of this product in the international market To stay compliant with regulations and maintain career success, our store continually monitors and adjusts to changes in the political environment

VND compared to the same period in 2022 In 2023, the average labor income 1s 7.1 million VND/month, an increase of 6.9%, equivalent to an increase of

459 thousand VND compared to 2022

Ho Chi Minh City is considered the economic center in Vietnam with

increasing living standards and income, customers are always interested in

beauty issues Therefore, we can meet everyone's beauty needs

2.1.3 Social environment

A facial scrub made from volcanic ash called "Velvet Glow" has attracted a lot

of interest from customers in the ever-expanding and diverse cosmetics world This product offers the advantage of keeping the skin smooth and bright in

addition to effectively cleansing the face, in line with the growing trend of

natural and safe skin care procedures

As interest in natural skin care and wellness increases, "Velvet Glow" not only meets the needs of those who prefer to care for their skin in a natural way, but

also exudes style Live a confident and healthy life Exfoliating with volcanic ash is a great choice for customers who are increasingly choosing safe and natural ingredients in their beauty products

Additionally, the rise of this product on social media platforms is greatly aided

by the influence of models, celebrities, and other influencers in the beauty

business A positive feedback loop can be created when people see celebrities

using and promoting a product, which can inspire many others to try it

Customer outreach is also significantly influenced by the retail and beauty industries This product may be available for sale online, in professional

cosmetic stores or through retail locations The ease of online shopping has

made goods available to many customers quickly and easily

In today's beauty market, the product can attract a wide and diverse audience thanks to its advantages and effectiveness

2.1.4 Technological environment

The process of producing facial scrubs requires advanced technology to reduce

costs for businesses and save on labor Therefore, investing in packaging, labels, and logos is an indispensable investment We have applied Flexo printing technology to print Flexo printing technology not only brings high printing quality but is also very cost-effective

2.2 Micro environment

2.2.1 Customer

Table 1 Target customer segmentation for Velvet Glow

Gender The demand for skin exfoliation is

Male Men are gradually concerned about

cleaning dirt, so exfoliating products are potential products for men

Female | Regularly pay attention to skin care,

especially products that clean from deep within

Exfoliating products appeal to a large

number of women, — especially

Interested in maintaming smooth,

bright skin

Mainly from 22 years old or older

because from this age skin cells begin Age 22-35 to accumulate and need to be

removed to have smooth, bright skin

and financial independence

They are price sensitive

Their skin care needs are regular

Their skin care needs are very regular

Income and careful

High They have higher requirements for

product quality, branding and even packaging

Skincare: Pay attention to choosing products with Behavioral | Lifestyle | ingredients suitable for your skin while maintaining

regular skin care

Areas with | Feel comfortable spending money on

Ho Chi living high quality products and good

Geographic Minh standards | service

City Other areas | Be price sensitive and consider

carefully when spending on products

2.2.2 Competitor Table 2 Advantages and Disadvantages of Dove, Cocoon, Simple

It has a gentle herbal scent and ; ;

; The effect after use is not quick

Dove a fine-grain texture that does

not cause skin irritation and obvious

If the cream is applied too scrub particles, it may

frequently or is rubbed too

eliminate dead skin cells ; ; ; ;

a scrub particles it contains might Cheap, fair price that works for ; ;

easily cause skin harm

innocuous, like vitamin B5, | moderately eliminates dead

glycerin, witch hazel, and rice | skin

The product effectively removes dead

cells, making the skin smoother

Suitable for all skin types (oily skin,

dry skin, sensitive skin)

Expand your market by strengthening

your advertising strategy to reach new

customers

Develop products to meet diverse

customer needs and help increase sales and profits

Extremely high market competition

reduces the competitive advantage of

the product

The price is a bit high so it is not a

popular choice for some customers The current market is unstable due to

the

epidemics, affecting sales

factors such as economy,

3 MARKETING STRATEGY AND ACTION PLAN

3.1 Marketing goal and objectives, KPIs

Marketing goal: The main goal of this campaign is to increase customer awareness

in Ho Chi Minh City for the Velvet Glow brand and products Enhance sales and increase brand awareness

Phase 1: Brand awareness (October 1 - October 18, 2024)

© Objectives OOH: Advertise on elevator doors at Aeon Mall Tan Phu and Van Hanh Mall to attract customers and introduce facial exfoliating products made from volcanic ash

PR: Create advertising content for Channel 14, Women Online to provide product information

Social media ads (Facebook ads, Instagram ads, Tiktok): Run advertisements introducing a line of facial exfoliating products made from volcanic ash

e KPIs OOH: Reach 100,000 approaches

Sales promotion: Find potential customers through the "Buy 2 get 1 gift" promotion campaign

Social media ads (Facebook ads, Instagram ads, TikTok): Run advertisements introducing a line of facial exfoliating products made from volcanic ash

KPIs

¢ PR: Reach 14,000 approaches

Sales promotion: Reach 7,000 approaches

Social media ads (Facebook ads, Instagram ads, TikTok): Reach total 40,000 followers and 250,000 views

Phase 3: Amplification (November 12 - December 31, 2024)

© Objectives OOH: Continue to attract customers by using advertising on elevator doors at Aeon Mall Tan Phu, Van Hanh Mall

PR: Create an article about facial care to attract attention from customers

Influencer Marketing: Collaborate with influencers to increase brand and product awareness

Sales promotion: 10% discount to create excitement for customers

Social media ads (Facebook ads, Instagram ads, TikTok): Run advertisements introducing a line of facial exfoliating products made from volcanic ash

e KPIs OOH: Reach 50,000 approaches

PR: Reach 10,000 approaches

Influencer Marketing: Reach 500,00 approaches

Sales promotion: Reach 7,000 approaches

Social media ads (Facebook ads, Instagram ads, TikTok): Reach total 80,000 followers and 500,000 views

Message

Velvet Glow - Brings natural beauty to everyone

Bringing healthy beauty from deep within to customers through experiencing our

outstanding products Velvet Glow is confident in its ability to connect and

interact with customers with healthy lifestyles

skincare routines People aged 22-35 have a stable income from the average level

People from this age may start to feel the signs of aging such as wrinkles and age spots, so this product needs to be cleansed from deep within and can benefit from its moisturizing properties and effects Anti-aging and protects against environmental damage This is visibly clearer, smoother, and more radiant skin Customers are people belonging to:

® Innovators: This group often looks for products that clean the facial skin from deep within, often paying attention to products made from natural and

non-irritating ingredients

e Thinking group: Individuals in this group often think deeply and always

research products carefully before using them and tend to like new things

and research products with the intention of long-term use

3.3 Marketing mix

3.3.1 Product Velvet Glow has launched a facial exfoliating product to help customers have

smooth and shiny skin from deep within This product is different from regular

facial scrubs in that it is made from volcanic ash, a natural ingredient so it does not irritate the facial skin Our products help clean pores and at the same time provide minerals to moisturize the skin

Figure 1 Velvet Glow product Ingredient production:

Volcanic ash: Key ingredient that effectively exfoliates clean skin and cleans pores

Vitamin C (Ascorbic Acid): Helps provide nutrients to the skin and brightens the skin

Hyaluronic Acid: Helps balance skin moisture and create a soft feeling for the skin

Aloe Vera Extract: Soothes the skin and does not cause skin irritation Products’ use:

Removes dead cells: With ingredients from natural volcanic ash, the product helps remove dead cells effectively, deeply cleansing from the inside

Brightens skin: Mineral-rich volcanic ash helps skin become brighter and naturally radiant

Cleans pores: The product's gentle yet powerful formula helps push away dirt to make skin softer

Step 3: Rinse thoroughly with warm water

Step 4: Skin care

Price

Velvet Glow's super volcanic ash exfoliator has a price that matches the quality and effectiveness of the product Currently, the product is offered in two different pricing options:

Table 4 Price of Velvet Glow