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<b>FPT UNIVERSITY- CAMPUS CAN THO</b>

<b> Cần Thơ,23/10/2022</b>

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<b>TABLE OF CONTENTS</b>

<b>Table of Contents</b>

I. INTRODUCTION...ii

II. METHOD AND CONCEPTUA FRAMEWORK...ii

III. ANALYSIS RESULTS...ii

1. COMPANY OVERVIEW...ii

2. DEVELOPMEMT HISTORY:...iii

3. THE CURRENT STATE OF THE COMPANY IN THE MARKET:...iv

4. TARGERT MARKET AND CUSTOMER:...iv

5. TARGET MARKET DEMAND AND CUSTOMER...iv

6. EXTERNAL ENVIRONMEN...v

6.1. MACRO-ENVIRONMENT...v

6.2. MICRO-ENVIRONMENT...vi

7. THE ELEMENTS OF THE 4Ps...vii

8. NEW PRODUCT RECOMMENDATIONS...ix

8.1. COMPETITORS: The Face Shop...ix

9. PROPOSE A PLAN TO LAUNCH THIS NEW PRODUCT:...x

9.1. Objectives of the marketing plan:...x

10. The communication message and and content...xi

11. How to get feedback result...xii

12. ADVERTISING AND PUBLIC RELATION COMMUNICATIONS ANALYSIS...xii

13. ADVERTISEMENT...xii

IV. CONCLUSION...xiii

V. REFERENCES...xiii

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 Innisfree is one of the famous cosmetic brands in Korea. Specializes in

manufacturing and supplying to the market a variety of skin care and face makeup cosmetics. Innisfree pursues healthy beauty through trusted natural

ingredients.Innisfree continues to expand eco-friendly green design that contains all the rich benefits of nature.Innisfree receives very high rating from customers. Besides these successes, the competitive market also requires

 Innisfree to increasingly diversify products and not only satisfy the demand for newness from customers. Therefore, with our knowledge, our team would like to propose to Innisfree a new product called "Innisfree - Perfect White 2 in 1"

 In this new product strategy, our team used their knowledge of marketing and marketing strategies they had learned. First of all, about the product. After a while of learning about beauty and the need to use skin care products of the market, we found that most of the products that replenish moisture and brighten the skin are very popular. we have created the product ''Innisfree Perfect White Cream 2 in 1'' that can meet the above needs of the market. Next is product promotion, we create short clips to introduce the product on social networking sites and launch a free trial of the product on launch day to capture customer reviews.

<b>III.ANALYSIS RESULTS</b>

<b>1. COMPANY OVERVIEW</b>

 Innisfree is a cosmetic brand founded in 2000 under the Korean cosmetics group AmorePacific. The name of the brand is inspired by the poem The Lake Isle of Innisfree by the Irish poet W. B. Yeats, which means "an island for the skin to rest".

 This is one of the few Korean cosmetics companies that has received accreditationfrom the French organic certifying body ECOCERT. The focus of Innisfree's brandidea is on nature, particularly as it relates to Korea's Jeju Island.

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 Innisfree debuted its first location in Vietnam in October 2016 in District 3 of HCMC at 257 Hai Ba Trung. Innisfree presently has 21 outlets in 6 major cities, including Ho Chi Minh City, over 5 years after opening its first store and supporting the Vietnamese beauty industry. Hanoi, Da Nang, Hai Phong, Nha Trang, and Binh Duong are a few examples. Numerous young individuals and consumers who enjoy using cosmetics support the brand nationwide.

 2005: Opened the brand's first street-side store in Korea

 2006: Launched a line of intensive moisturizing products extracted from Olives 2007: Opened 100th store in Korea

 2008: Launched Green Tea product line made from Jeju green tea 2009: Started sponsoring Olle Road on Jeju Island

 2010: Innisfree's 10th birthday. Brand slogan [Natural Benefits from JEJU] 2011: Start of Jeju cleaning campaign

 2012: Opened No. 1 international store in China, west road Shanghai Nanjing (April)

 2015: Innisfree's 15th birthday. Entering the Thai market (May). Open a Flagship Store in Shanghai 2015. Entering the Thai market (May).

 2016: Entering the Vietnamese market (October)iii

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 Innisfree’s total global profit exceeds 1 trillion won 2017: Entering the US market (September)

 2018: Entering the Janpanese market (March) opened the first store at Omotesando Tokyo

 Entering the Australian market (June) Entering the Philippine market (November)

 2019: Open official online sales channel in Japan (August)

<b>3. THE CURRENT STATE OF THE COMPANY IN THE MARKET:</b>

Innisfree is currently one of the few Korean products using natural ingredients that have been ECOCERE-certified organic after more than 20 years of production and research. Innisfree is continually looking for unique components that are good for the skin in its quest for a natural and pure approach. Many consumers have welcomed the brand despitethe fact that many new companies were created with the idea of nature.

<b>4. TARGERT MARKET AND CUSTOMER:</b>

 Product: The most notable aspect is how "hard effort" Innisfree puts into its research and technology investments to expand the variety of its product offerings.The majority of Innisfree's products are made from natural ingredients including green tea, red pomegranate seeds, purple orchids, bija oil, cherry blossoms, and volcanic ash rocks.

 Price: Products from Innisfree range in price from cheap to medium, making them ideal for both men and women. Product lines' selling prices rise in tandem with performance standards, employed technology, and customer age.

 Advertising: Most Korean products are used by Korean celebrities as exclusive brand ambassadors with pure beauty, elegance, and lightness, just like Innisfree always creates their products. Innisfree also organizes many conservation activities and integrates messages to be conveyed in a creative and interesting way. Distribution: In its home country of Korea, Innisfree is most famous for its café-

combining store in Myeongdong – Seoul’s busiest shopping district. When it comes to distribution, Innisfree has established a robust network that includes actual stores, malls, and supermarkets.

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<b>5. TARGET MARKET DEMAND AND CUSTOMER</b>

 Products: Although focusing on skin-care products, Innisfree also pleases customers with makeup products, for hair, body, or men-specific product lines.It isclear that Innisfree's products have addressed and satisfied all client demands. Every skin or body concern, regardless of gender, age, or other factors, can be addressed by an Innisfree product.

 Price: Low-cost goods are often cleansers, toners, moisturizers, brow products, sunscreens, etc. All of these items have a mild influence on the skin, supporting things like cleansing, moisture balance, and water supply. When the face has not experienced many difficult challenges, young individuals are a good fit. Products that address more complicated skin issues, such as acne skin, slow down the aging process and minimize pores are frequently more expensive. The high price that Innisfree charges is acceptable given that these goods are also targeted at clients who have a more reliable source of income.

 Advertising: Innisfree's product marketing approach involved broadening its product categories. They make significant investments in product quality, employ natural ingredients, and are considerate of both consumer psychology and the environment. This has been successful in drawing in plenty of clients. huge, especially for individuals who enjoy using natural cosmetics. A few examples of Innisfree products that are popular are the Green Tea Line, Volcanic Line, Bija Line, and Truecare Line,...

 The majority of clients who have used Innisfree goods, whether they are skincare or makeup products, etc., are really delighted. Even the commercial pictures for the product use paper packing. make a difference and uphold the idea of environmental respect.

 Distribution: Due to Innisfree's focus on being a "green, natural, simple to use with the environment" brand, its stores are likewise created in the most environmentally friendly manner. In addition to being constantly updated and shown. The store, which showcases the most cutting-edge, extensive, and varied items, doubles as a coffee shop and a relaxing spot where ladies can enjoy shopping while speaking. In Vietnam, Innisfree stores are conveniently located throughout the country's major business hubs. This makes it simpler for companiesto connect with young consumers.

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<b>6. EXTERNAL ENVIRONMEN 6.1.MACRO-ENVIRONMENT</b>

 Macro-environment Socio-cultural. “What skin care products are you using?” – is the catchphrase of women, and so are many others including men. Everyone's personal beauty needs are increasing and there is no sign of decline, simply find a product that you can safely use beauty products without harmful chemicals. unhealthy. Therefore, the Innisfree brand was born with the aim of creating naturalbeauty products that are not harmful to health and create the best effect for consumers.

 Economy: Compared with previous years, the average GDP has increased to 2,000USD/person, GDP growth will stimulate spending, creating opportunities for businesses to attract customers more strongly. According to surveys in recent years, the amount of "skincare" products is increasingly consumed with unpredictable numbers. With stable growth and increasing income, people's spending and beauty care needs become necessary and normalized, and this will be a very potential market, stimulating the development economy.

 Population and labor: Vietnam has a population of 93 million people, of which 65% are young people, the purpose of using beauty products of Vietnamese peopleis increasing, and the number of women using beauty products 1-2 times a day. Technological environment: With the beauty of consumers, by going to the store to

buy, consumers can buy online at the product's website and the product will be delivered to your home with simple procedures. And convenient. In addition, Innisfree also applies many modern technology machines to create many quality skin care products to create satisfaction and professionalism for consumers. Natural environment: Vietnam is a country with many favorable geographical

locations that can be invested to get raw materials from nature, Vietnamese people often liken "Golden forest, silver sea". Area of agricultural land, In addition, there are many difficult factors hindering the increase of investment costs, pollution levels affecting raw materials, natural disasters, etc.

 Regulatory environment.

The beauty product business is one of the fastest-growing industries... The government has issued many resolutions to create favorable conditions for businesses to invest in Vietnam. On July 1, 2016, the Government issued Decree No. 93/2016 / ND-CP stipulating conditions for cosmetic production, creating a lotof advantages for cosmetic manufacturing and trading enterprises. However, manybusinesses have taken advantage of red flags in the management, inspection and supervision of the authorities to do business negligently, causing distrust of consumers and influence. Set up e-government for businesses to have up-to-date information on business law.

 Jeju, the birthplace of Innisfree, has Fresh air, soft and warm sunshine; good and fertile soil, and clean and unpolluted water. Innisfree is the first naturalist cosmeticbrand in Korea, aiming to share the benefits of pure nature and true healthy beauty. Innisfree has taken advantage of Jeju Island, the island of 4 precious energies fromnature to create products that bring true beauty to customers. Innisfree also creates

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a space for you to rest, relax and immerse yourself in the fresh nature of Jeju Island.

<b> Starting from natural ingredients :Organic Green Tea: Organic green tea grows </b>

well on organic soil at Seogwang Garden, Jeju. After 3 years, thanks to natural energy and nutrients from the nourishing soil, hot, leaves and green camellia, we can maximize efficiency and capital strength.Innisfree has used this meticulously processed green tea at Seogwang Jeju to create a green tea field that energizes and is rich in nutrients for your skin.

<b>7. THE ELEMENTS OF THE 4Ps</b>

<b> Product: Innisfree is known as a brand specializing in skin care products. </b>

However, Innisfree is famous for its makeup, hair, body, and men's product lines. Innisfree's products are very popular with users and meet all the needs of customers. Every gender, age, or skin or body problem has a product to meet each person's needs.

<b> Price: It is easy to see that Innisfree's products are priced from low to mid-range, </b>

suitable for its customers who are young women. The most popular price for Innisfree products is from 200,000-300,000 VND, a comfortable price range for students - students, office workers. For this price, there will be skin care products such as cleansers, toners, masks, moisturizers, serums, etc, or makeup products like sunscreen, powder, lip balm, and eyebrow pencils.

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 About 900,000 VND is the product with the highest price of the company, this is the price range aimed at customers with more stable income, so the high price applied by Innisfree is understandable, with products to treat more complex problems, such as acne or anti-aging.

 Place: Innisfree focuses on building a wide distribution system from supermarkets,and commercial centers to genuine stores, e-commerce channels, online purchases,etc,.. That has helped Innisfree to reach target customers. Faster, easier, and more efficient.

 Promotion: Innisfree is collaborating with famous Korean singers and actors to improve brand awareness and attract customers. The company also chooses the representative faces of celebrities with pure, elegant, and gentle beauty to create a highlight for their image. Some ambassadors such as Yoon Ah, Wanna One can be mentioned, Jay Park, Suzy, Lee Min Ho, etc,...

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loyalty points, etc,...

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<b>8. NEW PRODUCT RECOMMENDATIONS</b>

For women, the skin is extremely important, it not only helps to create external beauty but also makes people feel more confident when communicating. Understanding the above problem, we have researched and proposed a new product called "Innisfree - Perfect White 2 in 1" to the Innisfree brand. Suitable for all skin types. During the launch event, Innisfre will release a limited collection. More specifically, its fans will become the first customers to own Perfect White Cream 2 in 1. With packaging changed from plastic to 60% recycled glass. Not only does it effectively improve the customer's skin, it also restores dark spots and improves aging. Innisfree's product lines, especially Innisfree Perfect White Cream 2 in 1 are considered to bring the best whitening and moisturizing effect. Not stopping there, Innisfree also introduces an emollient essence that is considered an emollient, moisturizing and soothing agent for the skin. Natural emollients include vegetable oils, shea butter, and cocoa butter.

8.1. COMPETITORS: The Face Shop

It is simple to see that The Face Shop is a major rival when returning to Vietnam as a business with vast expertise and success abroad.

 Natural raw materials should not pose a health risk to consumers.

 The pricing is rather low because The Face Shop's Korean consumers are middle class.

 Both males and females can purchase items from The Face Shop brand. There are many different items available in the fields of decent makeup, care, and

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