The solutions to improve marketing communication of lenka gentle skin cleanser

Master in Marketing and Prospective Cohort: 2016 - 2018 THE SOLUTIONS TO IMPROVE MARKETING COMMUNICATION OF LENKA GENTLE SKIN CLEANSER Author: Nguyen Thi My Linh Advisor: Dr Dao Tung 25 August 2018 Acknowledgement A completed study would not be done without any assistance Therefore, I gratefully gives acknowledgement to their support and motivation during the time of doing this research as a requirement of completing my Master of Marketing and Prospective First of all, I would like to express my endless thanks and gratefulness to my supervisor Dr Dao Tung His kindly support and continuous advices went through the process of completion of my thesis His encouragement and comments had significantly enriched and improved my work Without his motivation and instructions, the thesis would have been impossible to be done effectively As a part of study: my thesis has been done by contribution of all relevant colleague So far, I would like to thanks to groups who took charge in the process of data collection and data entry for doing this research as a part of the project I also acknowledge my thankfulness to all respondents and managements’ branches where data would be collected for their valuable time, kind assistances and support in participating in the surveys I would like to state my thanks to Vietnam National University where supported financial for the study completing my degree My special thanks approve to my parents for their endless love, care and have most assistances and motivation me for the whole of my life I also would like to explain my thanks to my siblings, brothers and sisters for their support and care me all the time As last, my deeply thanks come to all my friends during time I study there Their kindly help, care, motivation gave me strength and lift me up all the trouble for the rest of my life Abstracts Today, with the increasing development of the economy, in order to meet the increasing demand of consumers, businesses have not ceased to exist They work with a variety of goals, but one goal is to make sure that is how to meet the needs of the public, the customer to achieve the profit goals of the company In the current period, marketing is becoming increasingly important to boost the economy Each business sees the importance of marketing to its business, in the trend of domestic and international competition when Vietnam integrates into the world economy (WTO) Marketing is the activity that creates the face of the company through the tools used to let customers know the products and services of the company quickly and effectively Nhat Nhat LLC is one of the leading pharmaceutical companies in Vietnam Their job is to find, research and produce herbal medicines in the form of capsules for healing They also produce herbs in the form of supplements diatery (functional foods) However, they have never distributed products in FMCG (Fast Moving Consumer Goods) Based on the theory of marketing communication, analyzing and evaluating the marketing communication situation for Lenka Gentle Skin Cleanser, to make some recommended completing the marketing plan for this product Limited to the scope of data collection in Vietnam, some competitors in the same industry, from which analysis and assessment of the situation of marketing communications of Lenka Gentle Skin Cleanser from which to make some recommendations to develop the brand of Lenka Gentle Skin Cleanser As well as the product strategies, price and distribution of marketing communications strategies of each company and each product line will be different Depending on the target, each company will have a different policy of how to put the product into the public mind and how it is delivered Throughout my time at the company, I wanted to deepen my research into the marketing communications strategy forLenka Gentle Skin Cleanser, a product that the company is distributing in order to offer some solutionsto improve the effectiveness of marketing communication in the company Structure of the topic: In addition to the introduction and conclusion, the theme layout consists of three main chapters: Chapter 1: Information about company Chapter 2: The situation of marketing communications for Lenka Gentle Skin Cleanserin the past Chapter 3: Solutions to improve the marketing communication effectiveness of Lenka Gentle Skin Cleanser The subject of the research is marketing activities for Lenka Gentle Skin Cleanser There are three main research methods employed: questionnaire survey, observation and internet research Table of Contents Page Contents No Chapter 1: Nhat Nhat LLC History and the development of company Mission and vision Organization chart Marketing department 10 Chapter 2: Marketing communications for Lenka Gentle Skin Cleanser in present 13 The situation of marketing communications for Lenka Gentle Skin Cleanser in present 13 1.1 Characteristic of market 13 1.1.1 Characteristic 13 1.1.2 Consumers 15 1.2 Competitors 15 1.3 Cetaphil’s Strength and Weakness analysis 16 1.3.1 Strength 16 1.3.2 Weakness 16 1.4 The company's concept in marketing activities 17 1.4.1 The company's concept of Marketing 17 1.4.2 Organization of promotional activities 17 1.5 The business activities of the company 17 1.5.1 Results of operations 17 1.5.2 Lenka's position on the market of milk cleanser Vietnam 19 1.5.3 Lenka's market table comparison with competitors 19 Market research on Lenka Gentle Skin Cleanser 22 Lenka’s SWOT analysis 23 3.1 Strength 23 3.2 Weakness 24 3.3 Opportunities 24 3.4 Threats 25 Marketing strategy for LenkaGentle Skin Cleanser 26 4.1 Overview in product and distribution channel 26 4.2 Marketing Policy 27 4.3 Advertisement 28 a.Television advertising 28 b Newspaper/ Magazines advertising 30 c Outdoor advertising 31 d Advertising on the web 32 e Advertising on the item 34 f Others 34 4.4 Promotions 35 4.5 Promotion activities of competitor 36 PR 37 Personal Sales 38 Chapter 3: The solutions to improve the marketing effectiveness of Lenka products 40 Target - Tasks in 2019 40 1.1 Company’s target: 40 1.2 Trade Marketing’s target 40 Some solutions to improve marketing communication strategy for Lenka products 41 2.1 Accelerated ad promotion 41 2.1.1 Advertising on TV 42 2.1.2 Broadcast ads 44 2.1.3 Newspaper advertising 44 2.1.4 Outdoor advertising 45 2.1.5 Advertise on the web 46 2.1.6 Advertising on the item 46 2.2 Organizing additional promotional activities: 47 2.2.1 For consumers: 47 2.2.2 For retailers: 51 2.2.3 Promote public relations 52 2.3 Direct marketing 54 Recommendations 55 3.1 For the state 55 3.2 For Total Health Care Solution 56 3.3 For Nhat Nhat LLD 56 Conclusion 58 List of Table and Charts Pictures 1.1 Organization chart 1.2 Marketing department chart 2.1 FMCG growth in 2017 (Source: Kantar WorldPanel 2017 2.2 The rate of growth in 2016, 2017 and 2018 target 2.3 The rate of turnover in the area The factors influencing the decision to build on the company's pricing strategy for 2.4 cleanser Lenka 2.5 The distribution channels of Lenka General Skin Cleanser Tables 2.1 The table of rates of growth of the company over the years 2014-2017 2.2 The table of rates of growth the company cosmetic chemistry 2.3 Lenka's market table comparison with competitors 2.4 Percent of sales in the area compared to the total market share gain 2.5 The table the cost of advertising on television in 2017 2.6 The outdoor advertising costs in a number of areas across the country 3.1 Broadcast Plan for Lenka Daily Pore Cleanser 3.2 Broadcast Plan for New Lenka Green Tea INTRODUCTION As soon as participating in the internship program at the company, I have noticed the company encountered much difficulties because the Lenka Gentle Skin Cleanser is a whole new product for all sorts of regular cleaners, as well as the trend of using imported products Consumers are pretty strong and become more powerful with products produced in the country Besides, the company is not yet oriented marketing, rang, campaigns and marketing tools remain overlapping and yet consistent, resulting in business results that not achieve the results as expected During my internship period, my mission consists of managing the Lenka Gentle Skin Cleanser Product, I am responsible for researching and configuring the market, giving orientation, marketing tools to reach true target clients and managing the marketing budget In order to be able to navigate and plan the right direction for the product, I have consolidated all previous and current advertising contracts, from which I analyzed the strengths and weaknesses of marketing tools In addition, I conducted consumer surveys on products, to better understand their needs and thoughts about cleansers In addition, I proceeded to give sample products to collect results on the quality of products, so that will consider and select the appropriate approach to customers with product features In analyzing and commenting on the marketing orientation of the product, I have come up with a number of solutions to improve marketing performance and presentated to the company Approved and supported by the Board of Directors, I have implemented 80% of the marketing plan launched on months 3rd of internship and received positive results with a growth rate of up to 43% over the same period last year In the next chapters, I will go into a specific analysis of past marketing activities and situations to date Then, the solution to improve marketing effectiveness for the product Chapter 1: Overview about Nhat Nhat Co., Ltd History and the development of company Nhat Nhat Co., Ltd was established since 2006 by the acceptable of the Department of Planning and Investment of Hanoi on 27 June 2006 with the initial chartered capital of VND 3,000,000,000 Company name: Nhat Nhat Company Limited Abbreviated company name: Nhat Nhat Co., LTD Head Office: No Lane 189 Hoang Hoa Tham, Lieu Giai Ward, Ba Dinh District, Hanoi Business Office: Zone B, 2nd Floor, 79 Lac Trung Street, Vinh Tuy Ward, Hai Ba Trung District, Hanoi Transaction Office No 1: No.6A Lane 508 Lang Street, Lang Ha Ward, Dong Da District, Hanoi Transaction Office No 2: No 1, Lot B, Truong Son Street, District 10, Ho Chi Minh City For the continuous development, the Board of Directors decided to expand its operation by established Nhat Nhat Pharmaceutical Company Limited, by the acceptable of The Department of Planning and Investment of Long An province, issued on 23 August 2011, chartered capital of VND 250.000.000.000 and officially opened in September 2011 Company name: Nhat Nhat Pharmaceutical Company Limited Abbreviated company name: Nhat Nhat Pharma Co., LTD Head office: Lien Hung industrial complex, Binh Tien hamlet, Duc Hoa Ha commune, Duc Hoa district, Long An province In 2012, the Ministry of Health approved the project to build factory to producing raw materials and finished pharmaceutical products according to GMP-WHO standard, officially put into operation in April 2015 with the area 10,000m2 in Long An 10 should spend some of the budget of the product to advertise on the radio, this ad may appear on music programs on the 99.9 mHz channel at pm every week to be able to Targeted on this group of students because students love the radio show on demand The program can last about weeks and then repeat for weeks after one month of stoppage time In urban areas, people have all the conditions to contact the company's advertising from all means such as television, outdoor, in the press All information can convey but for In remote areas where people not have favorable conditions such as urban areas and not watch television, companies should seek to put information about their products and images through advertising on the media bar, on the radio The company needs to investigate when it is time to deliver the ad at which it is most likely to attract audiences With this advertising template, the company can initially bring the brand to consumers, giving them recognition and facilitating the promotion of products in the regions across the country 2.1.3 Newspaper advertising The company has just advertised on the two most viewed teenagers are Hoa learners and Purple Ink World women And almost never appeared on any other page In the year 2019, to increase the market share of the product should take the ads to reach a variety of subjects, advertising more in the student newspaper or monthly magazine At the same time to design more rich content More about the image as well as the content of the attention of the teen Vietnamese Increasing the size of newspaper ads and content design has both the meaning of fun and can convey the message of the product to the group of natural target customers It is possible to hire a group of young and famous singers in the Vietnamese market who have been using this product to talk about their lives, their busy schedules, their troubles with their faces And they believe in this product because of its unique features and benefits as well as their perceptions of the product The company can take a few photos of their daily life up to illustrate the reality and enrich the content of the transmission 2.1.4 Outdoor advertising 44 Currently, there is no visible light on the company's advertising boards, such as highways or crossings of roads Outdoor advertising of the company in addition to banner and leaflet is almost the customer does not see often So the company can advertise more large-sized light panels, colors and images at the highways or large circles where people are crowded The standee only focus advertising in famous buildings city is Diamond and Saigon Center While in the two buildings there are quite a lot of other buildings are not seen in the other buildings It may be that the company should allocate to buildings and areas in a reasonable manner not to place too much concentration on the premises and not reach the public Currently due to the increasingly cramped streets because of too many means of transportation on the road, the state has shifted to use more convenient buses A number of students not have the need to ride, they just want to take the bus, so the number of passengers using the bus is increasing In the waiting areas are always seen a large number of students so the company can advertise the house waiting will attract quite a lot of attention In areas such as hospitals, pharmacies and dermatologists the company should give its staff handouts on skin care instructions 2.1.5 Advertise on the web Website content is quite good and meaningful, but the new entrants will certainly not be surprised by the information about the product is still monotonous, mainly answer the questions of students Introduce yourself, teach you how to take care of your health On the website can add some content as follows: Provides information on the Lenka cleansing line and features of the product so that the reader can visualize the product as well as its quality It can compare with other cleansers on the market and make the decision + Should put on the site small psychological tests to create interest for visitors to the site When watching can apply psychological tests for myself and relatives to create a close psychological, age-appropriate + Should design a game of great significance from the combination of products and real games Players will participate in prizes, if won this game, a gift will 45 be delivered directly to his home after a while This program can be held for a period of months and advertised loudly for teenagers to have the opportunity to contact the website and word of mouth to promote the site with friends and relatives + On the website should give information about the company, about the social activities of the company, the big promotion program attached images from the contest as well as in the social activities, pictures on The "close friends" contest over the years and photos of the couples are in the final round Especially by the echoes of the program, the company should design your images on the main screen so that the Vietnamese people can recognize the program, the attractiveness and efficiency that the program brings how 2.1.6 Advertising on the item Make use of all the tools and items around to advertise, not just about the company's equipment such as shirts, hats, umbrellas, table cloths, cars All the gifts in the promotion phase should Print the word Lenka on the item The company should focus strongly on the television in the supermarket to attract the attention of customers when they choose the product, the ad often appears will create a big impact and can buy the product In addition, the company should donate the baskets to supermarkets nationwide because supermarkets are crowded Everyday there are thousands of passersby and themselves make up the habit of entering the gates with the first handbags to hold their belongings, always carrying them on will inevitably impress and store long lasting images in their minds 2.2 Organizing additional promotional activities: The company can use the promotional tools appropriate to their goals as well as products Promotional activities for both retailers and consumers, loyal customers as well as potential customers to create a positive outlook on the company's sales style 2.2.1 For consumers: 46 The company can use different promotions to impress consumers The company's promotional campaign for Lenka products was so monotonous that it did not make a big impact outside the "dear friends" program Other programs applied by the company such as buying a large bottle of Lenka Acne will increase 01 Baby Johnson's fragrance is not creative in gifts for teenagers by the nature of the teen is very active, personality And only products of each product Lenka Acne are given perfume and the remaining products have no program The company can use perfume gifts and change various gifts such as squeeze, masks, caps, hairpins will be more suitable for teenagers The company can sell Lenka with other products to match the more favorable price as a gift package for relatives and friends to give gifts to each other on occasions such as 14/2, / 3, 20/10, Noel The company can work with companies nationwide to give Lenka gift boxes to their employees on special occasions such as birthdays, Christmas This shows the interest of the company His staff has brought a high efficiency in bringing products to contact with customers who have worked and have a stable income In addition, the company can apply for one of the promotions such as "Shine with Lenka", the program "Lenka Zing", or can organize the contest "Vitamin Teen " to enrich the program to attract customers to the product quickly "Shine with Lenka" Teens in the psychology of teenagers, everyone wants to be beautiful and proud of everyone should Lenka organized the program to attract the attention of customers and honor the beauty of young people in Vietnam Promo Name "Shine with Lenka" Promotional products: apply to any type of Lenka type 100g at any supermarket Participants: Men and women ages 15-25 Promotion Period: The program will last months from October to 31/12/2019 Promotion scope: Nationwide Contest form: 47 When buying any Lenka cleanser, customers will get a free portrait photo at the counter The company is equipped with a group of young active teenagers taking photos at supermarkets nationwide Any customer will have to complete the personal information requested by the company Then, every day employees will save the customer's profile and personal information in a separate file, sent to the company Purpose of the contest: The contest aims to find a model with beautiful skin through pictures for Lenka This really gives young people high attention, creating a new Lenka because so far the models advertising the product is full of Thailand and the ads are also done side Thai is not a mark bearing teen style Vietnamese Contests will create attractive for teenagers, stimulating consumption of products In addition, the company is involved in the development of the Total Health Care Solution brand, raising awareness of young people about the brand has long been on the market Prize structure: Each prize will be awarded to both men and women First prize: will be awarded to two men and 01 female skin, the style of performance in the most impressive photo + Male: will receive an iPhone X 256GB worth 30 million + Female: will receive a set of jewelry PNJ worth 30 million Both will become the model advertising for Lenka in Vietnam market within 01 years Second prize: you get a trip to Thailand worth 10 million Third Prize: You are free to use Lenka within 02 years The award will be announced and presented at the end of January at Lotte Hotel Hanoi with the participation and participation of domestic singers Besides, each participant was lucky enough to participate in the lucky draw of the company's valuable gifts “Lenka Zing” Vietnam is a young population and most of these people use mobile phones In addition, the most used feature of young people on mobile phones is SMS 48 Therefore, the promotion can be made via SMS More importantly in the tech world, young people can everything they want and it's important to create a dynamic new network With this form, the company can associate with FPT company to implement the promotion program When customers buy any Lenka cleanser product, they are lucky enough to hit the trendy iPhone 8, which is suitable for today's dynamic and modern age When customers make a purchase on a bottle that has a seal on the distributor and on the lid of any Lenka product, a bonus code is printed Customers can use their phone to text message to customer care center of Lenka with the following content: "CC_code inside bottle cap" Each customer will have the opportunity to own a modern iPhone This is a surprising and stylish gift that Lenka dedicated to the customer With the psychology of young people who want to try their luck in this attractive promotion Each week the program will award a prize once and a lucky owner owns the prize The program will last one month and the total number of promotional phones is units, each worth 22 million VND equivalent to the total amount paid by the company is 88 million For this program, the company will receive enthusiastic support from young people and at the same time make use of the word of mouth spread among people also aims to promote brands and products to people consumption In addition, the company is very good at: + After this promotion, there will be a potential source of data for the mobile number of target customers so that the latter can take care of and deploy the next marketing program Take advantage of the opportunity to promote the brand with the brand when the customer will receive a message with the company logo Total Health Care Solution + Can share profits with FPT Corporation to use this money to increase the award to consumers Free skin and skin consultation Participant: Any customer of Lenka 49 Condition: buy one of the products of the brand Lenka at the supermarket Promotion period: 02 month from 01/4/2019 to 31/5/2019 Range: Nationwide Form: When buying any Lenka product, consumers will receive a free skin scan, skin care and answer questions from skin experts Create useful playgrounds for consumers On the website suaruamatlenka.com that company has introduced Lenka should offer a game for all you surf Before you play, you will have to fill in the required information After completing the game if you are one of the fastest solitaire games this day will receive a gift from the distributor sent home This is a test game to know the player's product to help them recognize the features of each cleanser available on the market of Lenka Lenka Foaming Facial Wash for normal skin, Lenka Deep Cleanser, Lenka Ance, Lenka Daily Pore Cleanser, Lenka Faimess and the features of each product and feel Get each cleanser that players in the game to explore and explore themselves In the game players will have the opportunity to contact with this type of face wash and read the basic information about it Teamed up with Demand Generation Team to support all sales outlets When customers buy 50,000 or more of them including Lenka, they will be eligible to participate in the winning game The game aims to: + Helps consumers distinguish types of cleanser company Helps them remember the features and uses of products + Collect personal information of customers With every successful game, customers can receive valuable gifts from company employees or Lenka samples Get the personal information of the company customers can use to congratulate messages on special occasions such as the 8th of March, birthday and also send samples to their home to express their interest The mind of the company to their customers' lives creates a good feeling for consumers 2.2.2 For retailers: 50 In addition to the programs to buy get 1, discount on sales, the company's sales promotion should supplement some promotional activities with retailers because they are very important in the delivery of goods to the hands of people consumption Recognizing their important role as the information bridge, who is a major influence on consumer purchasing decisions of the company should have incentives for them to push through for them to consume From company policies to employees need to create good relations with retailers to create sympathy with them stimulate consumption Here are some solutions offered to the company for the above purpose: - Every year, the company should organize sales skills competitions, holiday cooking contests to give them a comfortable atmosphere and reduce the gap between the distributor and the retailer These competitions are highly relevant and suitable for retailers - The company should be interested in retailers on their birthday occasions, and may send greetings or small gifts of goodwill to the company This will make a good impression on them, create a good relationship with them to the top three, then the job of ordering and introducing the company's products to customers will be more attention than other competitors - At the end of the year, the company should give the calendar or give gifts so that they enjoy the spring At the same time will be meeting customers close with the small party to celebrate the sale of high sales in the past year These people will receive 5% or 6% discount depending on their sales Or these guests will receive a reward to travel to one of the countries in Southeast Asia to visit The remaining customers can participate in lucky draw to receive rewards are quite attractive as other bonus items in the next year This has the effect of encouraging agents and retailers to take more of the company's goods in order to increase consumption - The company should open programs such as the beautiful booth contest by encouraging retailers to display their company's face wash products more and more beautifully on special occasions that will receive the money from the public Depending on how the show will receive high awards 2.2.3 Promote public relations 51 Public activity is a very broad activity that requires the company to have strong financial and strategic targeting to the target audience This activity demonstrates the social responsibility of the business to the community, thereby creating a good image of the business in the public The corporate social responsibility policy is one of the key determinants of branding in today's society According to the Saigon Economic Times, a survey of 25,000 consumers in 13 countries showed the following results: - As many as 61% of social responsibility auditors are decisive in determining the brand image When the products are of the same quality and price, 76% of the respondents said they would choose the goods of a company with a higher social responsibility And another survey in Ho Chi Minh City shows: As many as 25% of consumers have actually cracked down on irresponsible businesses in society by boycotting their merchandise - Up to 40% of government officials have issued sanctions against such companies In fact, the company's PR program in the past year really meant for students as well as students In 2010 this company could apply a different public relations approach that creates a good image of the company Following are some suggestions for improving public relations Customer Conference The company may hold a small-scale conference depending on the number of customers attending the program However, if you want to organize large and scale, the company should hire an event management company in conjunction with the Trade Marketing department of the organization Time to organize: when launch new products to market Purpose: - Create brand awareness, identify new products with features and benefits of the product - Deliver the message of the producer to the public - Create product favors from consumers 52 Participants: - Major customers of the company such as retailers, supermarkets - Journalists to convey information about new products to the target audience - Employees of the company The program will include the following activities: - Introduction of the program is the introduction of new products of the company: all the characteristics of the design, packaging, utility, price and the differences of the product compared with competitors in the industry - The company will make plans and target sales in the coming time - Notify all promotions for retailers as well as supermarkets - Finally, there will be a sweepstakes program for all first orders of retailers at the conference All participating customers will receive a gift box containing a new product launch that will give people the opportunity to use and feel the features of the product Promote community relations Community activities are meaningful and show interest in the target audience In order for the company's community operations to be effective, the company should provide practical activities Here are some solutions that you can offer to your company: 2.3 Direct marketing Exhibitions, fairs, and consumer goods are held throughout the year and across the country, both in the city and in the provinces Until now, the company has hardly participated in such fairs This is an opportunity for the company to face face-to-face with the public and consider their reaction to the company's products The company should be willing to spend the cost of participating in trade fairs, consumer goods with the position of the sign, high hanging, easy to spot, beautiful display booth, wide simultaneously combined sheets Falling information about the company's products to have the opportunity to introduce the product to the consumer The company should cooperate with other companies to promote the same Lenka will be the gift for premium products such as fashionable clothes, shoes, 53 hats, sunglasses famous in the world such as Pierre Cardin, Levis, Elle, Gucci With this combination of both Both companies are profitable, products can go to the upper class The company has the opportunity to promote its brand next to the luxury brands of the fashion industry Consumers' awareness of the product also increases with the quality of the product Different types of gifts will be chosen by customers to match their face In addition to the company database system collected through the network, the program as well as through the game held information of close customers as well as potential customers, the company has Can send catalogs directly to customers' homes or can message messages about new products of the company Similarly, for Lenka customers who are primarily teenagers, the company will receive personal information from sponsors This creates favorable conditions for the company to introduce its products to students who know the products while enlisting the support of this potential customer Recommendations 3.1 For the state - The state should have a clearer policy or code for all non-discriminatory business units between domestic companies, joint ventures, private companies or water companies In addition to bringing about fair competition - Attracting foreign investment in cosmetic industry, attracting new technology and advanced production technologies in order to change the country's surface and raise our country to new heights - Coordinate with enterprises to work out appropriate policies in line with current situation of cosmetic market - Introduce policies to encourage domestic and foreign enterprises in time and at the same time thoroughly implement programs monitoring business activities of enterprises - The State provides measures to ensure the interests of companies and consumers At the same time encourage more foreign investors and production - The State should take stronger measures on goods in Vietnam market is not as transparent as hand goods, counterfeit goods from the country as the distributors difficult to consumers 54 - Improve the legal policies of Vietnam because currently the cost of marketing promotion is controlled by 10% of total costs This makes it difficult for businesses as businesses promote their activities to expand their brands 3.2 For Total Health Care Solution - Gather feedback from representative offices as well as distributors around the world to come up with a new solution for the development of this cleansing product line - It is possible to design advertising templates as well as various promotional activities depending on the culture and psychology of different consumers in different countries in the world and still communicate to consumers worldwide Community health message 3.3 For Nhat Nhat LLD - Set up a separate website for the company that promotes the products that the company distributes and sends company messages as well as the Total Health Care Solution company wants to deliver to consumers It is flexible to ask Total Health Care Solution to change the marketing strategies to suit the mood and tastes of consumers in the Vietnamese market is a brand that holds the highest market share of all the brands that the company distributes but is also the market leader in customer choice in this potential market - Strongly implement public support programs in line with Total Health Care Solution's public health goals, with links and support from Vietnamese agencies and social organizations - Set up market research labs in collaboration with Trade Marketing to be more cautious in researching competitors and the market - Collaborate with the representative office on the level of awareness of advertising activities on cleanse products on the media to see how the product occupied the position of consumers in the minds of consumers the competition from which to come up with more complete solution - Combining strengths and opportunities, limiting weaknesses and risks to develop Lenka brand to expand market share, improve consumer confidence 55 - Apply management experience as well as operations from the parent company and its global representative offices on the achievements to further develop the company in terms of form and content - Need to recruit and train qualified staff and specialized knowledge under high pressure for Trade Marketing - In addition to representatives of the company's area, a representative system in the provinces should be organized in order to efficiently and effectively take advantage of the offers - The company should open the showroom to introduce products to consumers while consulting and skin care for the familiar customers Promoting strengths, opportunities, and weaknesses, risks along with the efforts of the employees of the company to build a perfect promotion strategy The goal of 2019 is to bring the Lenka brand to a new position in the skin care market for young people With the above suggestions I would like to contribute to the improvement of the effectiveness of promotion and marketing of Lenka 56 CONCLUSION Through the process of learning about the business activities as well as the promotion activities of the company can see the advantages and disadvantages the company experienced, we can see the role of promotion activities It is essential for businesses in general and the company in particular Beside quality products, reasonable price and wide distribution system, the products need to be implemented to promote the image of the product to the public through the promotion and promotion tools PR, promotion, PR These businesses are more interested in consumers and understand how they feel Nowadays, society is growing, people's awareness is getting higher, consumers become more and more difficult They not only want to own the product but also the added value Companies not just take care of the software value that the product brings to them Therefore, the company has to research the promotion of how to bring the value of the product to the consumer, contributing to the market position, creating a high occupancy rate Customer focus is to consolidate, promote the competitiveness of the product and to target the company With the theme of corporate promotional activities, I hope that I can contribute to the improvement of the marketing activities to bring about the company's performance, contribute to the service needs and Vietnamese consumers' life is better and better 57 REFERENCES Geoffrey M (1991), Crossing the Chasm, Harper Business Essentials Publishing, United States Harry B (1997), Selling the Invisible, Grand Central Publishing; Reprint edition (March 20, 2012) Al Ries and Jack Trout, (1980), Positioning: The Battle for Your Mind, McGraw-Hill Education Publishing; edition (January 3, 2001) Godin, S (1999), Permission marketing, New York: Simon & Schuster Yovanno, D (2011) Why Permission Marketing Is the Future of Online Advertising [online] Mashable Available at: http://mashable.com/2011/02/03/permission- marketing-social-data/ [Accessed 18 Oct 2014] Marketing 101 Kotler, Philip (1967) Marketing Management: Analysis, Planning and Control Englewood Cliffs, N.J.: Prentice-Hall Data on internet Data on magazines/ newspaper 58 ... Chapter 3: Solutions to improve the marketing communication effectiveness of Lenka Gentle Skin Cleanser The subject of the research is marketing activities for Lenka Gentle Skin Cleanser There are... assessment of the situation of marketing communications of Lenka Gentle Skin Cleanser from which to make some recommendations to develop the brand of Lenka Gentle Skin Cleanser As well as the product... product that the company is distributing in order to offer some solutionsto improve the effectiveness of marketing communication in the company Structure of the topic: In addition to the introduction