The company’s mission is to strive to bring beauty and caste to customers through jewelry products

Charm Jewelry is a silver jewelry firm with a wide range of designs and product lines, including necklaces, bracelets, earrings, and rings.. As a result, Charm Jewelry must rigorously ad

GROUP PERFORMANCE

Chapter 1 Introduction

Jewelry is a very familiar item, a vital accessory for ladies at significant events, special occasions, or just in regular life Wearing jewelry promotes not just pure beauty but also attractiveness, making women feel much more confident Designer jewelry 1s very popular among young people these days

Many women, particularly young ladies, are interested in the fashion accessories market nowadays This item is constantly in great demand This is logical given that the great majority of tastes and requirements originate from young people Beautiful silver jewelry with elegantly crafted, sophisticated, and trendy goods

Charm Jewelry is a silver jewelry firm with a wide range of designs and product lines, including necklaces, bracelets, earrings, and rings “Charm” means the power or quality

of giving delight or arousing admiration As a new player in the market, Charm Jewelry faces many challenges and competition Therefore, the company needs to draw up a detailed marketing plan It plays an important role in effective trading strategies It gives

a more general view of the current market situation From there, it draws specific directions and goals for the future development of the business

JEWELRY

Figure 1.1 Charm Jewelry logo

Hotline: 0902701476

Address: 42 Ton That Thiep, Ben Nghe Ward, District |

Website: https://charmjewelry42.wixsite.com/charm-jewelry

Mail: charmjewelry42@gmail.com

1.1 Mission

The company’s mission is to strive to bring beauty and caste to customers through jewelry products with high aesthetic value that contribute her personal style Simultaneously, the company always improves customer satisfaction, by diversifying products and services with the highest quality and reasonable prices

1.2 Vision

The vision is to be the first name that comes to mind when people require jewelry

Chapter 2 Situation analysis

2.1 PEST analysis

Political factor

Vietnam is a peaceful country that is free of violence and terrorism Vietnam is currently

a socialist country The political system has been implemented by a single political party, the Communist Party of Vietnam, which is governed by the Communist Party of Vietnam Environmental opportunities and hazards are also influenced by political and legal considerations What matters is how corporations and the government engage with one another Because certain Charm Jewelry items are imported from other countnes, they must comply with taxes and regulatory rules As a result, Charm Jewelry must rigorously adhere to state product quality laws

Economic factor

Vietnam's economy recovered significantly in the first half of 2022 The economy rebounded after a societal divide created by the COVID-19 outbreak in the third quarter

of 2021, growing 5.2 percent in the fourth quarter of 2021 and 6.4 percent in the first half

of 2022 In that context, in 2022, Vietnam's economy, although not immune to unfavorable effects, has demonstrated a robust comeback, overcame the detrimental impact of the COVID-19 pandemic and restored its innate development impetus Customers, according to the study findings, buy fashion products twice a month on average People's living standards rise as the economy grows As a result, they become increasingly interested in and elaborate on their look, and their spending power for fashion products rises accordingly Consumers are more concerned with the brand's reputation and credibility rather than its price

Social factor

Vietnamese people also often say that beauty thanks to silk, good nce thanks to feces, implying that fashion items outside not only cover and keep warm but also beautify and increase human value In the olden days, people spent on fashion for the sake of beauty However, nowadays fashion consumption also means symbolic consumption For adults, using symbols develops self-awareness, status, title, affirmation of self-worth While for

teenagers, spending on fashion as well as jewelry means affirming that they are grown

up, no longer an ignorant child Social studies prove that teenagers choose fashion according to their taste and personality to express themselves and create trends for their peers

Technological factor

The influence of technology in today's fashion industry is very clear and has many rapid changes Since then, people have increasingly seen the modern trend creeping in and penetrating deeply into modem life Media has always had an important place in modern society, especially in the field of fashion at home and abroad Media in the past were fashion magazines and today are fashion blogs, or brands' websites, social networks such

as Facebook, Zalo, Instagram, etc Through these communication channels, fashion has

no borders or distinctions Customers access many new trends quickly and conveniently Advertising technology is indispensable to attract global internet users and promote their products or services Nowadays, fashion advertising is mainly online by livestream, YouTube, Facebook and Instagram, etc With the advancement of science and technology, customers are increasingly attracted to purchase online via social media rather than visiting physical establishments In addition to quality control and inspection for produced items, firms must focus more on developing online strategies and deploying more online sales channels in order to attract customers

2.2 3C analysis

Customer

In today's world, jewelry is used not only for beauty but also to carry spiritual and cultural values in each person's social life The civilization is developing, the manner of life is becoming more evolved, and there is a bigger desire for beauty in terms of shape, design, and the way of wearing jewelry in each period is also changing However, the majority of jewelry buyers, particularly female customers with ordinary income, are psychologically eager to possess jewelry with current designs so that they may simply replace appropriate jewelry with each outfit at a fair price Furthermore, clients always

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have a crisp and analytical perspective, so they can determine if the product quality is appropriate for their demands or not Charm Jewelry's consumer base 1s primarily made

up of young people, who have the mindset of following fashion and period, demanding beauty, and are always seeking for and shopping for new items, so they always want to pick the best products Modern, lively, but opulent As a result, Charm Jewelry's product designs are influenced by consumer demands The items have a sophisticated design, a young flair, are trendy, but not cheap Furthermore, Charm can guarantee the product's substance, but the price is reasonable for the target audience

Competitor

Many brands compete with Charm Jewelry on the market today, including KaT Jewelry, Ddreamer Jewelry, Accessories & Jewelry These are all well-known companies that compete directly with Charm Jewelry These businesses are prominent, and their products are mostly silver jewelry, therefore they are direct competitors to Charm Jewelry when it comes to establishing and expanding in the jewelry industry Furthermore, prospective rivals of Charm Jewelry include PNJ, DOJI, and other jewelry firms that sell not just silver jewelry but also gold, silver, and diamond jewelry These pieces of jewelry are always a top priority, not only for their beauty but also for their storage As a result, if Charm Jewelry intends to present popular items to consumers in the future, this will be a viable object With the increased demand for jewelry, it is almost probable that new businesses will emerge and compete with Charm Jewelry in the future

Company

From the strength of pure 952 silver jewelry products with diverse designs, keeping up with current market trends, Charm Jewelry invests in better customer care services to be able to attract more customers potential and attract more customers With the guarantee of quality and reasonable price, Charm Jewelry has a warranty policy to exchange new products if the quality of 925 silver is not correct

2.3 SWOT analysis

Strengths

Products with various styles and designs that follow the newest jewelry accessory market trends

With advanced manufacturing technology and well-equipped machinery, the details are meticulously processed and proportioned to create a beautiful jewelry product

925 sterling silver (92.5% Silver and 7.5% other metals produced by Italian Silver technology) beautifully polished, highly durable, hard to be deformed or scratched

The design is wonderfully crafted, ranging from young to delicate and crisp

Reasonable price

Weaknesses

Charm Jewelry has not yet made a strong impression in the Jewelry market

The articles with reach and interaction are not attractive and attract potential customers

Since it's a new business, it doesn't have a strong sales system yet

There are many comparable design alternatives in the jewelry industry, but with cheap materials or silver content, cheaper costs generate fierce rivalry with Charm Jewelry

Not diverse product materials

Opportunities

The retail industry has a positive outlook thanks to rapid economic growth in Vietnam

The demand for jewelry is increasing day by day

Improve customer service and delivery through sales

Threats

Rate of increase and grow strongly with competitors

Jewelry market trends are constantly changing

Silver items compete in a wide range of pricing points and styles

Chapter 3 Digital marketing strategy

3.1 Objective

In the first 1 months of 2023

® 30% increase in brand awareness in the target market

e Increase 1,000 visits to the website

e Increase 50% of customers reaching posts on Facebook

® The number of interactions increased to 1,000 followers

® Net profit increased by 10% in the first month

3.2 Target market

Acknowledging how women of all ages are increasingly interested in silver jewelry, Charm Jewelry choose ladies aged 16 - 30 as the target client demographic Silver jewelry designs have always been various and provide an easy approach for the wearer to coordinate Gold is luxurious, but in order to acquire it, one must pay a significant sum of money Women, on the other hand, may easily get silver jewelry at a highly lucrative price when compared to purchasing gold, thereby explaining why so many nowadays choose silver

Gender: Female

Age: Between 16 and 30 years old They are drawn to new trends, onginality, and substance Individuals in this age group frequently do not have a big income, so they prefer to spend wisely and are concerned with the cost of their purchases Their first option will be stores offering a variety of eye-catching styles at reasonable rates

Geography: Charm Jewelry consumer segment consists primarily of people with an average income

Characteristics of the target consumer: Females that are youthful, active, and full of energy They demonstrate their class in a subtle and tasteful manner They like the delicate and young charm of silver items They want to utilize silver items for a variety of reasons, including: Quality comes with unique appearance

3.3 Products

Charm Jewelry strives to provide clients with items that are unique, creative, and fashionable The beauty of youth is fresh, vibrant, and colorful, yet young females are no less charming The business ensures the quality of silver materials as well as a range of product designs and extra services like as consulting, customer care, warranty, payment, and so on Charm Jewelry aspires to provide clients with the most comprehensive value possible: Silver is utilized not only to make jewelry, but also to distinguish the customer's style Charm Jewelry will be able to overcome the most demanding clients thanks to the use of high-grade 925 Silver from Italy, which has a lovely and glossy luster

Charm Jewelry's products are diversified and can be easily altered into a variety of designs to suit any purpose or occasion The variety is represented through patterns, mixes, and stones to give customers a fresh and fashionable appearance In addition to selecting the suitable model, size is a problem for consumers; to address this, Charm Jewelry offers products in a variety of sizes, allowing consumers to quickly select the most pleasing product

e Earrings:

Table 3.1 Charm Jewelry earrings collection

Alloy earrings with rhinestones

f (

Silver earrings with tassels

crystal stones

e Rings:

Table 3.2 Charm Jewelry rings collection

10

Crown ring

Rings encrusted with sparkling stones

Four-petaled flower ring

e Bracelets:

Table 3.3 Charm Jewelry bracelets collection

> +

Twig Bracelet

e Necklaces:

Table 3.4 Charm Jewelry necklaces collection

Silver necklace with white stones

Silver necklace and blue star

4

Silver bow necklace with crystal

rhinestones

3.4 Price

Charm Jewelry pricing according to product line The business combine items of the same type into groups with varying pricing in order to serve clients of all ages and