CoCoon cosmetic Mid-term_IMC_Sunshinegroup.pptx

Mid-term_IMC_Sunshinegroup.pptx

1. 222.MKT1132E.A07E COCOON Cosmetic MID-TERM ASSIGNMENT Subject: Integrated Marketing Communications Lecture: Ho Huu Luc School Years: 2022 - 2023

2. NGUYỄN HƯƠNG GIANG TRẦN NGUYỄN QUỲNH LÂM SUNSHINE GROUP Members Group 200041026 200041001

3. TABLE OF CONTENTS I. INTRODUCTION New product, Target market II.OVERVIEW CAMPAIN Objective,Big idea, Key message, Isnight III.DETAIL CAMPAIN Phase1, Phase 2, Phase 3 Topics We'll Cover

4. I.INTRODUCTION ?Sunshine Group

5. Brand-new product Vegan retinol ?COCOON'S BRAND INTRODUCTION Born in 2013 Natural ingredients 100% vegan 100% never tested on animals 100% sourced ingredients. Vegan Retinol_Brand-new product A powerful antioxidant: Solving skin problems (aging, large pores, uneven skin tone, acne, sagging, etc) Unlike normal retinol: suitable for the most sensitive skin, pregnant and lactating mothers.

6. ?DEMOGRAPHIC Gender: Female. Geographical location: Urban areas. Age: 18-30 years old and pregnant women Income: b class (7.5 – 15 million VND). BEHAVIOR OF LIFE Activities and acts to protect the environment Consume healthy natural products. SHOPPING BEHAVIOR Where to shop: E-commerce sites. Purchase purpose: job, support organic products, beautify, KOL. TARGET MARKET

7. II. OVERVIEW CAMPAIN ?Sunshine Group

8. Enhancing 1.52% brand image ACCORDING TO TOTAL TARGET MARKETS OBJECTIVE

9. BIG IDEA "Better skin, Better destiny" When you have beautiful skin, you will be confident to complete all the jobs well, good opportunities will come to you. Key message: "Save your skin's breath" Beauty with nature , beauty with active ingredients from natural, benign, safe for all skin types, help skin breathe easier after a day of makeup with layers of sunscreen and makeup. Customer insight After a hard work and study, it is time to take care of yourself. Safe, benign, time-saving skin care products that bring great results to the skin are indispensable in the skincare routine.

10. DETAIL CAMPAIN III.

11. PHASE Awareness (7 Apr - 16 Apr) Engagement (13 Apr - 23 Apr) Amplify (24Apr - 2 May) OBJECTIVE Introduce product information to target audience Boost up the Save your skin's breath trend to bring the brand's slogan closer to target audiences Launch discount codes, promotions, buy combos MAIN ACTIVITIES Launching information about features and benefits of vegan retinol Promote the meaning and use of plant retinol Encourage customers to try new products to see the difference from other retinol brands MEDIA CHANNEL Facebook, instagram, website Tiktok of Cocoon, Website Cocoon Tiktok of KOLs, Tiktok of Cocoon Tool IMC PR, Advertising, Direct marketing PR Sale Promotion

12. PHASE 1: PRODUCT INTRODUCTION DIGITAL ADS facebook, Instagram: post images and product information on the brand's facebook and Instagram pages. PR Launching products to the market, giving information and uses of the product. WEBSITE WEBSITE: products and information on the brand's website, customers can find out more information about products such as price, origin, ingredients, testing of products

13. Item 1 Item 2 Item 3 Item 4 Item 5 75 50 25 PHASE 2: ENGAGEMENT Step 1: Determine the goal, time, scale, venue, and results of the workshop Step 2: Post an announcement about the workshop. Step 3: Identify the roles participating in the workshop. Step 4: Get organized Step 5: End of the workshop WORKSHOP

14. What do we do now? SOMETHING HAS TO CHANGE TO PROTECT NATURE. LIFESTYLE BY SAWYER

15. Organize a sales livestream on Tik tok with a special promo code only for retinol PHASE 3: AMPLIFY PRODUCT TO THE END-USER

16. Detail Phase 3 April 24 vs April 28: On cocoon's official tiktok page, there will be a post announcing that there will be an explosive sale sale live on three days April 29, April 30, May 1 and May 2.

17. EXCLUSIVE DEAL Discount Vegan Retinol: 700 million VND ----> 450 million VND COMBOs: Retinol+ Sunscreen: 700 million VND Retinol+Serum: 720 million VND Offer coupons 10% for first time retinol customers

18. ?KOL?S Vo Ha Linh Dao Ba Loc Call me Duy

19. THANK YOU FOR WATCHING ?Sunshine Group