BÀI THI KẾT THÚC HỌC PHẦN
Đề tài: Launching a new product of LaiDay Refill.


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I.

Introduction.

1. About Lai Day Refill:
- Lai Day Refill Station is a place for those who are interested in a sustainable and
eco-friendly solution for our environment. At LaiDay, you will feel happiness,
love and gratitude for the quality products made by Vietnamese people that
benefit our health and our community.

LAIDAY - NOT JUST A REFILL STATION
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At Lai Day Refill Station, not only are we providing refill and non-refill
essentials, but we also provide up-to-date information about the environment.
Particularly, we organize various creative and practical projects, activities,


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workshops to promote a more sustainable lifestyle to the young community,

such as our Gen Z or our younger siblings.
Lai Day Refill Station is the leader in reducing single use plastic or hard to
decompose products. We also pay attention to the components in each product.
At LaiDay Refill Station, we provide detailed product information for refill and
purchase. Our transparency makes it easy for consumers to check the sources
and quality of our products at any time. Indeed, we always prioritize the use of
natural ingredients in the production process.

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Lai Dai Refill currently has 3 stations in Ho Chi Minh City
47/1 Quoc Huong St,District 2, HCMC
100 Ha Huy Tap St, District 7, HCMC
59 Ngo Tat To St, Binh Thanh District, HCMC

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Coming from different habitats, we believe that you know who you are, what
you need to return to the inherent nature of the Earth and its beauty.

2. About the new Refill station:
- In the first step, Lai Dai has opened 03 refill stations in 03 districts in HCMC
such as District 2, District 7, Binh Thanh District. We want to build awareness
about the activity of refilling and re-using old bottles in Vietnam.
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Up to now, Lai Dai Refill has opened a refill station in District 1, located in a
densely populated residential area.


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The new station was born with an ambition to motivate citizens with small
actions. We believe that you can make big changes if you start today. Indeed,
establishing a new station will inspire and provide citizens a place to share
sustainable lifestyle to more people in Vietnam.


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Address: 50 Nguyen Khac Nhu St, District 1, HCMC. The new Refill station
has an area of 30m2, with 1 floor:
• Ground floor:
o There are refill products in the bottle: fruit washing enzyme, organic
dishwashing liquid, herbal shampoo, herbal shower gel, organic laundry
detergent,…
o Other products: essential oils, handmade soaps, stainless
steel/bamboo/paper straws, cloth bags, water bottles, disposable makeup
remover cotton, brooches, wooden combs,...
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o Exhibition area: Poster mission & vision Lai Day Refill Station; Bins for
collecting old batteries, bottles, plastic cans, bookcases about the environment.


First floor:
o Co-working space: space to organize events under 50 people.
o There is a balcony with flowers, a tea table and a bookshelf about the
environment.


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o There are rooms for events under 50 people, with full speakers,

microphones, projectors (necessary equipment)
o Free rental for projects operating in the field of environment, climate
change, animal protection,...

II.

Store launch plan.

1. Targeted customer:
- Guide to customers from low to high income.
- Customers are mainly from 25 years old and above are starting to pay more
attention to the health of themselves and their families.
2. Insight:
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Customers care about nature and health issues, love the reusable lifestyle. Besides
promoting health, they want to use the product to improve their self-worth.



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3. The advantages, limitations and opportunities of Lai Day Refill.
• Advantage:
- Reduce the amount of non-biodegradable plastic waste in the environment.
- Reusing, recycling and repairing to increase the life of items.
- Help people have a more positive view in the problem protection environment.
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Limitations:
Find ways to change consumer awareness and habits about green and
sustainable lifestyle can be challenging.
Lai day refill is not well known and widely available, especially among young
people under 25.
Opportunities:
Connect with environmental protection projects
It’s possible to overcome the bad conditions that the earth is changing day by
day.
Can scale globally

4. Launch concept.
• Key message: Open Station - Open your heart!
- The 4th refill station in Lai Dai's store chain Refill Station was opened with the
mission of connecting users with nature through the practice of reducing
packaging and reusing bottles. At the same time, this is also a space to connect
to the community that loves the environment. Coming to the station is stepping
into a beautiful little garden corner in the heart of the city. At Lai Day, not only

it is a shop that buys and sells goods, but it is also a place where you can find
your inner peace!
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Key visual:

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Key visual gives the feeling: Relaxing, Comfortable, Humble. Inspiring green
living to customers

With the main color being green, the key visual gives viewers a strong connection with
the brand image as well as the key message.


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5. Communication activities.
♦ Phase 1:
- Teasing (May 2 - 9):
o Objective: Announcement of the 4th store on the fanpage and website of

Lai Day Refill.
o Key Hook: Mini game guessing the purpose of using the store (what is
the ground floor for, what is the first floor for?) Announce the time and
location of the new store opening
o Supporting tactics: Post articles on Lai Day fanpage: Refill Station.
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Kick-off (May 10):
o Objectives: Opening a new store.
o Key Hook: Exchange with Helly Tong - media ambassador Lai Dai Refill
Station. Gift voucher 20% off for the first 10 customers to buy.
o Supporting tactics: Inviting the press to write articles and report on:
Vietcetera, Vietnambiz, Bazaar Vietnam, ELLE, Channel 14, Tuoi Tre...
Distributing point cards, 10 refills get 1 free, 1 point in advance for
customers check-in goods at the station.

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Amplify (11/05 - 17/05):
o Objective: Maintain the heat, refer to more customers.
o Key Hook: During the opening week, invite tiktoker to review:
Vegetarian Lion, Where to go,...


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o Supporting tactics: Distributing point cards, 10 refills get 1 free, 1 point

in advance for customers checking in at the station.
♦ Phase 2: (May 17 – June 10)
- Maintain and share articles on fanpage and website about the new store,
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highlight the address and suggest routes to the station for convenience.
Run ads on some of the station's articles to reach more people

Post invitations for environmental projects to organize workshops
Connect with projects, co-host a DIY recycling workshop.

6. Agenda:
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The 2-hour program was held right in front of the store, allowing customers to visit the
new branch of Lai Day Refill. The purpose of the program is to attract the attention of
passersby, increase brand awareness and show gratitude to old customers.
The program has the participation of Kols and Influecers to spread the brand image
more widely on social networking sites.
Program Timeline:
o 10H→10H10: Opening and welcoming guests
o 10H10→11H30: Announcement of the opening, visit and check-in mini game at
the store.
o 11H30→11H45: Announcement of prizes and gifts for guests.
o 12h00: Closing.

III.

The goal of the campaign.

1. KPIs & Goals:
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Goal:
o Introducing new refill station to Lai Day Refill Station customers
o Introducing a free workshop space for known environmental clubs and
projects
o Encourage people to practice using environmentally friendly products,

especially young people
o Giving those who are living green a prestigious address, say no to
greenwashing.

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KPI
o Welcome 200 visitors to visit the station on the first day
o Welcoming 1000 visitors in the first week of opening, including 100
purchases of all kinds of products


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Reached 1000 check-ins in the first month
Connect with 10 environmental projects
Workshops attracted 200 participants in the first month of opening
Media metrics such as traffic, page likes Lai Dai Refill Station increased by
30% compared to April.

2. Budget plan:
Categories

Cost (Currency: VND)


Facebook Ads

5.000.000

PR (press release,...)

50.000.000

Booking Tiktokers

20.000.000

Mini game gifts, vouchers

5.000.000

Organize grand opening

15.000.000

Poster/Banner/…

5.000.000
Total 100.000.000

Note