English for business communicating (2022 2023) final assignment group work

Our company Beauty of Youth is a company specializing in the distribution of perfume products extracted from natural sources, bringing a gentle, comfortable, and refreshing feeling to t

HANOI METROPOLITAN UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

ENGLISH FOR BUSINESS COMMUNICATING (2022- 202 3)

FINAL ASSIGNMENT:

GROUP WORK Group

Student’s name

Class

Course instructor

:

:

:

:

03

Nguyen Thi Nhat Linh 219601126 –

Le Ngoc Lan 219601125 –

Tran Thu Phuong 2196011– 35

NNAD2019B

Trinh Phan Thi Phong Lan (M.A)

Hanoi, 1 November 2022 st

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TABLE OF CONTENTS

PART 1: INTRODUCTION 3

1 About our group members 3

2 Our ideas for Marketing Campaign 3

2.1 Our company 3

2.2 Our ideas 4

PART 2: OUR START-UP PROPOSAL 5

1 Introduction on Marketing Campaign proposal 5

2 The sector and the product(s) 5

2.1 Product Segment 5

2.2 Customer Segmentation 5

3 The Marketing Mix analysis 6

3.1 Product 6

3.2 Price 7

3.3 Place 8

3.4 Promotion 9

4 The marketing tools 10

5 The advertising activities/ channels 12

5.1 Video Advertising 12

5.2 Social Media 12

5.3 Email 13

6 Why our Marketing campaign is significant and valuable? 14

REFERENCES 16

PART 1: INTRODUCTION

1 About our group members

- Nguyen Thi Nhat Linh: Marketing Director

- Le Ngoc Lan: Media & Digital Manager

- Tran Thu Phuong: Market Manager

2 Our ideas for Marketing Campaign

2.1 Our company

Beauty of Youth is a company specializing in the distribution of perfume products extracted from natural sources, bringing a gentle, comfortable, and refreshing feeling to the user

Our company was established in June 2021, and as the name suggests, we wish to bring a new breeze of youth to customers and become a successful brand in the beauty industry in Vietnam

Inspired by the novel “Perfume: The Story of a Murderer,” we believe that perfume

is an integral part of this life Like Patrick Suskind once said:

“Odors have a power of persuasion stronger than that of words, appearances, emotions,

or will The persuasive power of an odor cannot be fended off, it enters into us like breath into our lungs, it fills us up, imbues us totally There is no remedy for it.”

- Our logo:

- Our slogan: Let the fragrances come to your world

- Our website: https://beautyofyouth.com/

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2.2 Our ideas

Fabrizio Freda, General Manager of Estée Lauder Perfume, once said:

“The new generation really looks at fragrances as a wardrobe but not anymore as

a personal signature.”

Millennials didn't want mass-market fragrances, and celebrity scents - once a vibrant part of the industry - have fallen into decline while handmade perfumes are on the rise As

we can see, millennials don't want to smell like Justin Bieber or Britney Spears anymore - they want the smell of a smoky fireplace or old lipstick And they don't want to wear the same perfume every day

Therefore, our idea is to design fragrances with freshness, diversity, and closeness,

which are also our top criteria in expanding the perfume market in Vietnam

PART 2: OUR START-UP PROPOSAL

1 Introduction on Marketing Campaign proposal

Our campaign is called The Art of Gifting We are launching a new collection with three new fragrances

In this campaign, we want to send a message: "The meaning of gifts"

A gift is not just an exchange of tangible goods; it is a way to show someone you care

– whether it be a loved one, a friend, a partner, or even just yourself

To make this collection with holiday vibes and feelings of love in mind, we envisioned the ideal item to be a pleasant candle that unites people and opens hearts

2 The sector and the product(s)

2.1 Product Segment

In our studies of today's

perfume market, we received

500 responses expressing

interest in new fragrances

rather than mass-market

fragrances, with the number of

people between the ages of 20

to 40 accounting for a large

amount of interest with more

than 80% of the total survey respondents

Therefore, we believe that focusing on combining new fragrances will help us successfully build a brand in the beauty market in Vietnam

2.2 Customer Segmentation

In the current customer segment, we focus mainly on female customers, aged from 20

to 40 Most are students, have no stable income or low-income office workers interested in the beauty industry In this campaign, we will focus on expanding the customer segment, products suitable for both men and women

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3 The Marketing Mix analysis

3.1 Product

Based on the consumer market survey, we have received positive feedback as customers enjoy fresh and floral scents accounted for 80%, the rest are oriental and woody fragrances

As you know, floral scent is romantic, light and sweet scent (e.g Lavender, Rose, Jasmine, Tuberose, Orange Blossom (Male)) while fresh scent makes you feel revitalizing, uplifting and herbal (e.g Lemon, Orange, Bergamont)

In this campaign, we will launch three new fragrances with a combination of floral and fresh scents with the themes of home, friends and love yourself respectively

a) Home theme

Fragrance: Merry & Bright

Fragrance Description: Conjuring the pure delight of whimsical holiday magic, Merry

& Bright swirls sugary visions of cool, crisp peppermint sticks with snowy crystals for a wintry aroma that's all together warm and fuzzy

b) Love yourself theme

Fragrance: Beleaf in Yourself

Fragrance Description: Bright, floral accords of rose and cherry blossom blend with

warm notes of anise, patchouli, and vanilla for a fragrance experience that's truly unforgettable, just like you!

c) Friends theme

Fragrance: Getting closer

Fragrance Description: Vibrant fresh green notes combined with succulent fruits

including peach, apricot, melon and apple shimmer over an exquisite floral heart of jasmine and rose A subtle musk base provides just the right note of playful sensuality that helps bind relationships together, like friendship, love

3.2 Price

The price trend of branded perfume products increases due to scarce raw materials and increasing consumer demand

In our research, 85% of survey respondents say they usually invest less than 30 million VND in UCTs per year They will invest approximately 2 million VND per month, which

is the same price as a 50 ml bottle of perfume from a high- -end brand such as Dior

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In our product branding strategy, with our target audience as mentioned above, we focus on producing 20- and 50-ml products at less than half the price of high-end fashion brands in order to meet today's consumer demand: many fragrances with reasonable prices and guaranteed quality

3.3 Place

We are running a store in Ba Trieu Street, where many young customers are and where many shoppers are According to NPD perfume market statistics, 74% of customers tend to prefer to buy in-store so that they can sample the product in person when choosing

a product

However, after the COVID pandemic, consumer demand also changed quite a lot Due to the days of social isolation, stores were closed, so consumers had to switch to buying goods through social networking sites such as Facebook, Instagram, etc or other e-commerce platforms such as Shopee, Lazada, and more recently, Tiktok Shop

This marked change is partly due to the fact that young people use phones a lot Besides the trend of convenient and fast payment and many promotions, e-commerce payment through online shopping is developing strongly

For this reason, our company focuses on developing an online store based mainly

on the needs of our customers

3.4 Promotion

According to our survey, the majority of customers (more than 50%) prefer free shipping

For example: Between the 2 options:

▪ Option 1: With a bill of 300,000 VND and free shipping

▪ Option 2: A bill of 270,000 VND plus + 30,000 VND shipping fee

Customers tend to choose the option 1 with the free shipping

Free samples came in second, accounting for approximately 25% of the total

For example, customers who spend more than 300,000 VND can receive a free sample

(wwhen buying directly from the store) from a new collection or new scents, giving them the opportunity to try more and more products while also encouraging them to spend more Furthermore, our company also has some advertising activities to interact with the brand

on social media (liking, sharing) to receive an e-voucher when they buy our perfume more than 300,000 VND

Discount vouchers and small gifts take nearly the same proportion, with 10%

For example, on special occasions such as Black Friday, Christmas, a customer’s

birthday, etc The customers can receive special discount vouchers worth 30%, 50%, or small gifts with the limited collection (free gifts if the customers buy new product in the collection) => Encourage customers to buy new products because of its limitation

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Furthermore, our company also has some advertising activities to interact with the brand on social media, such as liking and sharing, to receive an e-voucher when they buy our perfume With the e-voucher, customers can use it when they order online, and they can receive a free sample with their order

In this new collection, our brand decided to sell products in limited quantities This will stimulate customers to buy products because of the uniqueness and limitedness of these product

Creating ads for social media and e-commercial platforms

The Beauty of Youth also focuses on creating ads for Facebook, Instagram, Shopee, and Lazada, which are the four main platforms

Moreover, Youtube is also the best advertising choice we want to use

Updates to Google’s advertising resources indicate that YouTube had 62.50 million users in Vietnam in early 2022 This figure means that YouTube’s 2022 ad reach was equivalent to 63.4 percent of Vietnam’s total population at the start of the year

To put those figures in perspective, YouTube ads reached 86.7 percent of Vietnam’s total internet user base (regardless of age) in January 2022 At that time, 49.5 percent of YouTube’s ad audience in Vietnam was female, while 50.5 percent was male

For this reason, we also want to run ads on YouTube and make clips to introduce our new collection and perfume We believe that by delivering through images and videos, it can be more attractive and closer to the customers

4 The marketing tools

In our marketing campaign, we focus on a hybrid distribution channel: a combination of stores selling and simultaneously providing goods to customers through e-commerce platforms such as Shopee, Lazada, Tiki, and our official website…

Thereby, the following are the tools that we will use in this campaign to answer two main goals The first one is increasing brand awareness and interaction on channels like

Facebook, Instagram, Youtube and Tiktok The second one is supporting the website to always be at the first result on Google by using SEO Marketing Tools

The software we choose to be able to handle problems on the above commercial platform is Hubspot The platform offers tools like CRM (Customer Relationship Management), Social Media Marketing, Content Management, Lead Generation, Analytics website (Web Analytics), SEO - search engine optimization (Search Engine) Optimization, live chat with customers (Live Chat) and customer service support tools (Customer Support)

There are two main functions that are suitable for our business The first function is that this tool plans content strategy and builds search authority for our company To be more specific, it discovers and ranks the topics that matter to you and your customers Besides, it also gets topic suggestions based on relevance, competition, and popularity, as well as access to monthly search keyword data The second function is reporting on our business performance and ranks in search Since it gets detailed reports from HubSpot’s SEO Tools, ranging from what terms and topics people are searching for, to where your website content ranks for any given search result

For example, when you search for “Perfume” on Google, the first website you see that says “Sponsor” is a site with SEO Marketing (All- -one MKT inbound software for in small & medium companies)

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5 The advertising activities/ channels

5.1 Video Advertising

YouTube

● Advertisement Type: Video

● Description of Ad: A 6 second advertising video which contains meaning of project

"The Art of Giving" with #bestgiftforwomen #Bestchristmasgift

● Timeline: December 1st - December 22nd

● Budget: 30 million VND

5.2 Social Media

Facebook

● Advertisement Type: Image

● Description of Ads:

A custom-made image by our design team, featuring a photo of our app’s interface

The copywriting team will produce ad copy to support, and the ad will link to the app store

● Timeline: November 22nd-December 22nd

● Budget: 3 million VNDs

Instagram

64% of fragrance consumers say Instagram influenced their fragrance purchases This

is driven heavily by Gen Z and Gen X

● Advertisement Type: Image

● Description of Ads:

A custom-made image by our design team, featuring a photo of our app’s interface

The copywriting team will produce ad copy to support, and the ad will link to the app store

- Timeline: November 22nd- December 22nd

- Budget: 3 million VNDs

5.3 Email

Email remains one of the highest conversion-rate marketing channels, largely because it allows for personalization and has great reach

When customers visit our website, a registration email will appear to help those who are interested and interested in the company's products, will receive the latest notifications, which will help us to attract more loyal customers

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6 Why our Marketing campaign is significant and valuable

New brand image: our company believes that Beauty of Youth provides a light image with a pleasant, warm, and appropriate scent for the holiday season this year, which

is suitable for our target customers (young generations and office workers), who will prioritize the youthful, new, and unique, from scent to product packaging design

Compared with big brands, BOY believes that we are doing a great job conveying the meaning and message behind the perfume bottles We believe that by using the scent bottle of Merry & Bright (Home collection) or Beleaf (Yourself & Friends collection), which carries the significant message behind the fragrance, we can add value not only to the products but also to the deep insight

The price is suitable for the size of the bottle to meet the consumer needs of customers Products with gentle fragrances are suitable for many different personalities, ages, and genders For this reason, we can remain the customers range and even that expand the customers numbers in the future