KRD11

Knowledge Review & Discussion

IMC Plan

Prepared by Kim Du
Case: L’Oréal 3 in 1 Micellar Water
L’ORÉAL
PARIS
Micellar Water
01

02

03

04

05
 M a k e u p re m o v e r ,
m o i st u r i ze r a n d
s u n s c r e e n are t h e t o p
th re e p r o d u c t s t h at h av e
the hig he st growth.

Source: I n s i g ht K a n t a r H a n d B o o k , 2019
 NIVEA SIMPLE SENKA
MicellAIR O x y g e n Micellar C l e a n s i n g All
Boost Wa t e r C l e a r Wa t e r
Grown w o m a n w h o have to Y o u n g girls w h o love Y o u n g girls - grown
TA R G E T wear m a k e u p frequently (20- organic a nd natural (15- woman
35) 25) (18-30)

Boost oxygen to let R e d u c e ac ne by

USP your skin “breathe” Gently cleanse controlling excess oil

Fresh Clean Gentle Clean S m o o t h Clean

P ROPOSITION (Sạc h t h o á n g m á t ) (Sạc h dịu nhẹ) (Sạc h mịn)
Functional Benefits Brand Communication
M oisturize s k i n Message
Soothe “ M a ke u p re m o v e r for all s k i n
Remove m akeup types"
t h o ro u g h l y " Ju st n e e d o n e c l e a n i n g
step"

Emotional Benefits Proposition

Fe e l re f re s h e d “ D e e p C lean ” ( S ạ c h s â u )
after a l o n g d a y
 CONVENTION D I S R U P T IV E

O t h e r b r a n d s talk a b o u t L’oreal Pa ri s Micellar Wate r

h o w c l e a n yo u r s k i n is after c u rrently d e fi n e e x a c t l y
u s i n g m a k e u p remover, t h e c l e a n l i n e s s le ve l b y
they d e fi n e by the feeling
“d e e p c l e a n s i n g ”
o f f re s h / k i n d /s m o o t h .

T h e b r a n d c re ate differentiation a n d s t a n d at #1 po s i t i o n in
t hi s cate go r y.
Source: Q&Me - V i e t n a m c o s m e t i c s m a r ke t 2019
W h a t s h o u l d b ra n d d o
to b u i l d u n d i s p u t e d l e a d e r s h i p in micellar water?
 01 02 03

To b u i l d Pe n e t rat i o n Re c r u i t n e w
undisputed user from the
l e a d e rs h i p i n younger age
m i c e l l a r wate r
● T h e c ate go r y s e e m s h a v i n g h i g h potential to grow.
● L’Oreal s h o u l d ke e p a l e a d i n g position b y e x p a n d i n g m a r ke t size.
● Well-fit w i t h b ra n d vision - Aspire t h e B e a u t y

⇨ I N C R E A S E P E N E T R AT I O N
● P e r c e n t a g e of n o n - s k i n c a r e You can replace the
u s e r of y o u n g e r a g e is h i g h e r image on the screen
t h a n o t h e r a g e g ro u p s . with your own work.
Just delete this one,
● T h e n u m b e r s k i n c a re p r o d u c t add yours and center it
u s e rs w i t h less t h a n o n c e a properly
w e e k are l i v i n g i n 2 b i g cities.

Source: Q&Me - V i e t n a m c o s m e t i c s m a r ke t 2019

 CUSTOMER BEHAVIOUR

● T h e m a r k e t o p p o r t u n i t y i n t h e s e g m e n t f r o m 16 - 23 to j u m p in.
● T h i s a g e y o u n g e r s suffer f r o m d e r m a t o l o g y p r o b l e m s a n d c o n c e r n a b o u t
it t h e m o s t .
● P o t e n t i a l u s e r i n t h e fu tu re & V i e t n a m e s e fe m a l e s are u s i n g S k i n c a r e
p r o d u c t s earlier t h a n t h e p rev io u s ge n e rati o n .
● Prefer p r o d u c t s w i t h re a s o n a b l e price, b u t g o o d quality, o n t re n d w h i c h is
p o p u l a r to s t u d e n t s (sustainability + celebrities).
=> B ra n d S tre ngth
Business Objective
To a c c e l e ra te t h e #1 p o s i t i o n in t h e micellar
water i n d u st r y

M a r ke t i n g O b j e c t i v e
To i n c r e a s e p e n e t ra t i o n in t h e y o u n g e r
s e g m e n t (16-23 years old)
 C O M M U N I CA TI ON
J O B S TO B E D O N E
OBJECTIVES

To c o n v i n c e t h e ta rg e t s e g m e n t ● B ra n d innovation
to b e a w a r e of u s i n g m i c e l l a r A d d i n st r u c t i o n a b o u t w h e n
wate r is a m u s t - d o ste p eve r yd ay a n d w h y u s e m i c e l l a r wate r
i n ord er to t h o ro u g h l y purify t h e ● Brand communication
i m p u r i t i e s o n t h e skin. M ore yo u th fu l a n d i n s p i r i n g
 AGE B E H AV I O U R / B E L I E F
16 - 23 years o l d
(high school a n d ● D o n o t often w e a r m a k e u p
university st u d e n t s ) d u e to s c h o o l rules, l a c k of
parents’ p e r m i s s i o n
● U s u a l l y h av e to travel
G EO G R A PH Y
6 b i g cities i n V i e t n a m o u td o o rs at p e a k h o u rs
● A f ra i d of acnes/currently
h av e a s k i n w i t h latent
AFFORDABILITY acnes
100.000 V N D - 150.000 V N D ● C a re a b o u t t h e n e e d to
e a c h m o n t h for s k i n c a re h av e c l e a n s k i n
● E a g e r a n d interested to
p u r c h a s e s k i n c a re p r o d u c t
INCOME
u n d e r 1M V N D / m o n t h through e-com m erces
 Awareness & S e a r c h i n g for Co nsideratio n Decision m a k i n g
R e co g nitio n of N e e d information

Source: Q&Me - V i e t n a m c o s m e t i c s m a r ke t 2019

Source: I n s i g ht K a n t a r H a n d b o o k , 2 0 2 0
 C URRENT

- Not often/hardly use micellar water to

remove dust/sebum on the skin surface.
DO - Wash face with water or cleanser only.
- Only use micellar water w h e n removing
makeup.

- N o makeup, use sunscreen only

- Bare face at h o m e all day
- Fine skin condition (without/few acnes,
dark spots,...)
- Perceive that washing face with water or
THINK cleanser is e n o u g h to clean the skin surface
=> Their skin is already clean f rom dirt
without using micellar water

BELIEVE
H o rm o n e s P. A c n e s B a c te r i a t h at live i n h air follicles
(vi k h u a n t r o n g n a n g l o n g )
 P ollution

Wate r a n d c l e a n s e r
S u n s c re e n , M a k e u p can’t t h o ro u g h l y r e m o v e

Ac n es
 C URRENT DESIRE
- Not often/hardly use micellar water to Use micellar water to have a deep cleanse.
DO remove dust/sebum on the skin surface.
- Wash face with water or cleanser only.
- Only use micellar water w h e n removing
makeup.
THINK - N o makeup, use sunscreen only - Using micellar water is an essential step
- Bare face at h o m e all day everyday to remove impurities in a deep
- Fine skin condition (without/few acnes, layer of skin.
dark spots,...) - Micellar water helps to thoroughly purify
- Perceive that washing face with water or a nd clear u p the pores on the skin surface
cleanser is e n o u g h to clean the skin surface to avoid the appearance of ances.
BELIEVE
=> Their skin is already clean f rom dirt
without using micellar water
Clean skin helps relieve ac ne problems
f rom external factors.
 F U N C TIONAL EMOTIONAL
ROLES ROLES

D e e p c l e a n s i n g im purities, To b e c o n fi d e n t w i t h a
s u n s c re e n / m a k e u p leftover a n d t h o ro u g h l y c l e a n skin, r e d u c e
P. a c n e s bacteria. acnes pimples.
I still h a v e p r o b l e m s w i t h s k i n , especially
acnes, w h i c h results f r o m t h e h o r m o n e s a n d oil
only, b u t n o t f r o m m y way of c l e a n s i n g b e c a u s e
I t h i n k t hat it is already c l e a n e n o u g h .
Đừng sạch hời hợt
Hãy sạch thật sâu!
U s i n g m i c e l l a r wate r daily i n ord er to c l e a n s e
th o ro u g h l y, h e n c e , r e m o v i n g resid u al u n w a n t e d
substances a n d impurities c a u s i n g acnes.
 PHASE PHASE

01 02

2 weeks 2 weeks

R a i s e a w a re n e s s t h at w h i l e P e r s u a d e ta rg e t
n o t w e a r i n g m a k e u p or c u s t o m e r s to ta ke a c t i o n s
e v e n n o t g o i n g out, t h e s k i n t h at t h e y s h o u l d u s e
OBJECTIVE still c o n ta i n s a lot of L’oréal Micellar Wate r to
unwanted substances a n d c l e a n s e m o r e th o ro u g h l y.
impurities f ro m the
s u r r o u n d i n g e nv i ro n m e n t .
D a B ạ n K h ô n g S ạ c h N h ư B ạ n Nghĩ!

W h y Social Experiment?

● Easier to c a t c h ta rget a u d i e n c e attention

● H a v e ta rget a u d i e n c e actively involved in
d i s c u s s i n g this topic
● Satisfy p h a s e 1 o b j e c tive
 “ D a re y o u to test
h o w c l e a n you r s k i n is!”

Inter v iew s t u d e n t s at h i g h schools/universities i n C o n s o l i d ate t h e m o m e n t s of t h e

H a n o i a n d H C M C to join t h e c h a l l e n g e . T h e n invite e x p e r i m e n t a n d m a k e a v i d e o fo o ta g e to
t h e m to join i n te s t i n g their s k i n c le an lin e ss stat u s deliver t h e m e s s a g e “It’s n o t t h at clean.”
R a i s e s o c i a l d i s c u s s i o n a b o u t t h e to p i c “It’s n o t
t h a t cle an!” via th ird c h a n n e l s , w e also s p re a d o u t
t h e v i d e o c lip a b o v e (Eg. N g o a , B a D i Nulo,
S k i n c a r e tấ t t ầ n tật,...)
 KOLs SHARING
S h a r e t h e social e x p e r i m e n t a n d

their o p i n i o n a b o u t th is topic.

K h á n h Vy

Nguyễn L â m
T h ả o Tâ m
 B A DI NULO AMEE SINGER N G U Y E N L A M T H A O TA M KHANH VY

● 4 9 0 k L i ke s ● M a ny s o n g s t hat ● F a m o u s after “Mat ● Po p u l a r w i t h a

● Target to st u d e nt s interested y o u n g B i e c Movie” n i c k n a m e “hot girl
and freshman a g e s w i t h beautiful ● We l l - k n o w n w i t h speaks 7 languages”
● C o n t e n t angle: lyrics a n d stories st u d e nt s w h e n s h e ● O w n e d a youtube
daily life tips & ● 2 5 0 k likes joined “8 IELTS” T V c h a n n e l w i t h 1M
s h a ring ● Moderate interactive show subscr ibe rs
● Very interactive
 K e y visual of
the c a m p a i g n
Description
This clip a i m s at letting c u s t o m e r s
visualize a n d u n d e r s t a n d t h e issue of
u n c l e a n s k i n w h e n u s i n g only water or
cleanser.

⇨C o nv i n c e to u s e m i c e l l a r w a te r d aily
in order to r e m o v e t h o r o u g h l y residual
u n w a n t e d s u b s t a n c e s a n d impurities o n
t h e skin.
ADD MORE
INSTRUCTION ABOUT
WH E N & W H Y TO USE
ON PACKAGING
 AMEE

KHANH VY

NGUYEN LAM
T H A O TA M

Cùng L’oreal Paris Micellar Water 3 in 1 | Bật nắp tẩy trang, sang trang sắc đẹp
 K P Is
ACTIVITIES OBJECTIVES LIST O F KPIS

100%
● 100 participants in social e x p e r i m e n t video clip;
PHASE 1 ● 1M views of social e x p e r i m e n t video clip;
Social E x p e r i m e n t E d u c a t e target a u d i e n c e re co g n i ze ● 5 , 0 0 0 + total shar e po st s o n F a c e b o o k , I n s t a g r a m ;
Social D i s c u s s i o n t hat u s i n g cleanser/ wa te r only ● 10,000+ total c o m m e n t s o n F a c e b o o k ,
c a n ’ t totally r e m o v e t h e m f r o m Instagram;
your skin, w h i c h c a n c a u s e s k i n ● 5+ K O L s / I n fl u e n c e r t ake participation in discussion
p r o b l e m s o n a l o n g - t e r m basis. ● 2 0 , 0 0 0 + se ar che s o n L’Oreal Micellar Water;
● 10,000+ p r o d u c t s sold after p h a s e 1;

● 4 M + views of viral clip o n Youtube, Tiktok;

PHASE 2 100% ● 5 0 , 0 0 0 + se arche s o n L’Oreal Micellar Water;
Viral C l i p ● 100% p ro m o t i o n a d s a n d availability of p ro d u c t s
P ro m otion ensured on E-commerce;
Pe r s u a d e a n d i n fl u e n c e target ● 3 0 , 0 0 0 + p ro d u c t s sold after p h a s e 2;
c u s t o m e r s to t a ke a c t i o n s .
T h e re will s h o w su stain ab ility a s corporation’s p l a n i n t h e fu tu re
⇨ D e c i d e n o t to solve n o w d u e to g i v e n l i m i te d resources.
⇨Will i n c re a s e differentiation a n d o b ta i n c o m p e t i t i v e
a d v a n t a g e (especially i n y o u n g e r s s e g m e n t ) if solved.
 UNIT P R I C E ES TI M A TED C O S T

F a n p a g e & Ads 50 mil/week 200 mil

KOLs 15 ~ 20 mil/post 300 ~ 450 mil

News/PR Articles 8 mil/post 250 mil

Social Experiment 75 mil

Administrative Cost 15 mil

TOTAL 850 mil ~ 1 bil VND

EXPECTED REVENUES 130,0 0 0 * 4 0 ,0 0 0 + =

5,2+ bil V N D
Case: PTE Magic
Case
 Lack of functional benefits
from customers' perspectives

Acaseo f

CLOSEUP
 COMPANY
01. OVERVIEW 04. CAUSES
VALIDATION

PROBLEM ALTERNATIVE
02. CONTEXT
05. SOLUTIONS

PROBLEM
03. IDENTIFICATION
AND ANALYSIS
01
COMPANY
OVERVIEW
COMPANY OVERVIEW

Launched in 1967 by
Anti-cavity, whitening,
Unilever, as the first gel
and superior freshness
toothpaste worldwide

Has been in Vietnam Targets and inspires the

for over 20 years young generation
02
PROBLE
M
CONTEXT
THE VIETNAM TOOTHPASTE MARKET IS...

Growing Competitive Increasing

strongly in consumer
awareness
THE SALE PERFORMANCE OF
CLOSEUP

● Total sale shrank from 412.4 billion VND to 397.5 billion VND
THE SALE PERFORMANCE OF
CLOSEUP

● Losing their market share to the competitors

03
PROBLEM
IDENTIFICATIO
N AND
ANALYSIS
FIGURE 3:BRAND HEALTH CHECK, MAT Q4’18

3 rd place: Total awareness

1st place: Aware but won’t consider
FIGURE 3:BRAND HEALTH CHECK, MAT Q4’18

81% of consumers aware of Closeup

but only 38% would consider buying it
“The process of making a decision to buy
toothpaste happens very quickly in the
store so that consideration rate has an
important influence on the behaviour of
buying toothpaste” – Mr. Thuc said.

The sales of Closeup decreased over periods

 FIGURE 3:BRAND HEALTH CHECK, MAT Q4’18

the percentage of customers who will repurchase Closeup accounted for 11%,
only approximately half of the number of customers who will repurchase P/S.
 To
conclude…

Closeup is facing
a low consideration rate.
POTENTIAL
PROBLEMS
 POTENTIAL
PROBLEMS Lack of functional benefits
in customers’ perspective

Ineffective brand blocking

High Awareness New
Low Consideration Customers
Closeup’s price
“Know Closeup
but don’t choose Closeup”

Customer loyalty
with other brands
LACKOFFUNCTIONALBENEFITS
INEFFECTIVEBRANDBLOCKING
INEFFECTIVEBRANDBLOCKING
CORE
PROBLEMS
 COREPROBLEMS Core problem

Lack of functional benefits

in customers’ perspective

Ineffective brand blocking

High Awareness New
Low Consideration Customers
HIgh price
“Know Closeup
but don’t choose Closeup”

Customer loyalty
with other brands
POTENTIAL
CAUSES
 LASSWELL "5W"MODELOF
COMMUNICATION

Who Says In Which To Whom With What

What Channels Effect

CLOSEUP MESSAGE PR, SOCIAL THE SOCIAL

MEDIA, ... “YOUNG-AT IMPACT
-HEART”
CAUSE
VALIDATION
 Who-Communicators

No misunderstanding => Functional and Emotional Benefit are focused equally

=> Not a main cause

 Message

“ Free To Love” Campaign highlighted on emotional aspect too much

=> A main cause leads to gap between emotional and functional benefits
 Channel

Not a main cause

Whom-Target Customer

Close-Up
Gen Z, 18-25
“Young at heart”
Enjoy freedom and socializing.
Currently dating or having
feeling toward the preferred
sex.

Gain confidence to get

“CloseUp” to others.
Ea g er to t ry n e wth in g s.
W h ite teeth a nd fr es h breath
Young generation

Not a main cause

 Effect

A main cause
05
ALTERNATIVE
SOLUTION
 Solution 1: Apply marketing sequence in Valentine
campaigns

CUSTOMERS POOL CUSTOMERS POOL

EMOTION EMOTION

FUNCTION FUNCTION

Who will Who will

consider consider
Who will aware Who will aware
Solution 2: Do m o i e m a i k e t i n g
c a m p a i g n s with fu n cti o n - e m o ti o n
balance.

International
Kissing Day
SOLUTION VALIDATE

SOLUTION 1
(media tactics)
+ SOLUTION 2
(Campaign idea)
 BigIdea

COLOR OF YOUR KISS

Action Plan

Key message: Every kiss has it owns beauty and feeling

Brand role
FUNCTIONAL BENEFIT
Closeup brings the freshness and whitening for afulfilled kiss

EMOTIONAL BENEFIT
Closeup brings the unique feeling while kissing and confidently getting closer
 Learn Feel Do

Phase #Defineyourcolor #Feelthecolor #Coloryourkiss

Objectives Bring a new image that Associate Closeup Spread the

is unique for each function with the message and
product line image and feeling of ensure KPI
the kiss
Action Plan

Key Hook Introduce a new Scan product Tiktok challenge

Closeup version with packaging, apply AR uses facetool
featured images of and AI technology randomly choose
different types of kisses your color of kiss
associate with each and filming how to
function kiss

Supporting TVC, Banner, KOLs, Influencers Push sales

Tactics Billboard, Wobbler share kiss story program
KOLs, Influencers, PR closely related to
Articles Closeup and the
Packaging scan
“Color of the kiss” gift
 DEFINEYOURCOLOR
Introduce a new Closeup version with TVC,PR articles, KOLs sharing about
featured images of different types of new packaging
kisses associate with each function

Đông Nhi Cara

Ông Cao Thắng Noway

Banner,Billboard, Wobbler
 DEFINEYOURKISS

Design Packaging 300

KPI
TVC Production 500
Reach 90% product coverage on the
Banner, Billboard, 300 marketing channel
Wobbler Reaching 50 million views for TVC
20% increase in engagement in
Social Ads 800 media channels
3%increase in product sales
PR Article, TV 800
promotion

Total 2.700
 FEEL YOURCOLOR
When scanning product packaging
with a phone, using AR technology,
users can hear the couple tell how
they prepare with Closeup for a
special kiss.

After that customers have the QR code to receive the discount while purchasing Closeup on
Ushop.
 FEEL YOURCOLOR

AI, AR technology 1.500

KPI
Sale promotion 500
50% increase in engagement in
Social Ads 1.000 media channels
12%increase in product sales
PR Article, KOLs, 800
Influencers

Total 3.800
 COLOR YOUR KISS
Create face-tool effect on TiktoK: when customer scan their face, Tiktok will choose
randomly the specific Closeup product and tell a kissing story related to it
 CONTINGENCY PLANFORONLINESALES UNDER
THE CONTEXT OFCOVID-19
Under the impact of Covid-19, customer cannot go out to buy Closeup even though they
totally understand the function and emotion aspects. Hence, we decided to push sales on
e-commerces which are Ushop, Shopee and also give a special gift to ensure hitting the KPI
 COLORYOURKISS

Tiktok trend 500

KPI
KOLs, Influencers 1.000 45%increase in engagement in
media channels
Social Ads 800 20% increase in product sales
Contingency 1.000
budget

Total 3.300
PROBLEM SOLVING
IN ORGANIZATIONS
A CASE OF

IMkP-DH44ISB-1
 TABlEOfCONTENTS

1 Introduction 2 Problem Context

Causes
3 Situation Analysis 4 Validation

Solution &
5 Action Plan
 1

INTRODUCTION
Closeup in
Vietnamese market
❖ Closeup was developed and established in 1967 by the Unilever company as the
world’s first premium gel toothpaste

❖ Mission: to increase confidence and attractiveness for young people to get closer
❖ Vision: to become the number one scented toothpaste in the Vietnamese market
 2

PROBlEM
CONTEXT
Industry &
e-commerce
overview
 ❖ The toothpaste market is becoming increasingly
Industry Overview crowded with numerous lines of products with
various applications, it is still considered stable

❖ P/ S is the most successful with a score of 48.2

❖ Unilever and Colgate control nearly 90% of the

Vietnamese industry, but Unilever has a market share of
over 65%, well ahead of Colgate's 25%

E-commerce
Overview

4Ps Analysis
Product Place

Price Promotion
 3
SITUATION
ANAlYSIS
Opportunities
development
SYMPTOM ANALYSIS

INFRASTRUCTURE & DEVELOPMENT RATE OF

E-COMMERCE IN VIETNAM TO 2020
SYMPTOM E-COMMERCE HIGH GROWTH RATE

FMCG E-commerce growth rate is forecasted around 18.4 %

compared to 4.9 % of FMCG Offline growth rate

~ 4 times
SYMPTOM E-COMMERCE HIGH GROWTH RATE

Vietnam has strong foundation for

E-commerce to take off with high internet
and smartphone penetration.

E-commerce ~ 1% of FMCG sale

Growing +30 %
SYMPTOM E-COMMERCE HIGH GROWTH RATE
Closeup ’s KPI growth rate for eCommerce platforms is around
10% of the total growth rate of all the channels.

E-commerce is one of the most potential distribution

channels and also the long-term objective of the company.

MR. T In 2020, the e-commerce of Closeup had grown 3 times

The Assistant Brand compared to 2019
Manager of Closeup

In 3 months of 2021, the e-commerce also grew around 2 times

 POTENTIALOPPORTUNITIES

Development opportunity Development opportunity

E-commerce UShop
E-COMMERCE DEVElOPMENTOPPORTUNITY
As an inevitable consequence of COVID-19, the behaviors
of consumers have changed drastically.

In Vietnam, E-commerce has witnessed a significant

increase in terms of value through the years and so on.

Also
: ● The E-commerce market value of Vietnam is
estimated to be 13 billion USD (2020), which ranks
only after Indonesia, Thailand, and Singapore.

● E-commerce is now becoming a trend among

businesses.
 USHOP DEVElOPMENT OPPORTUNITY

Ushop is Unilever's self-owned e-commerce platform

that only distributes the company's FMCG products.

Growing UShop as an incremental business is a long

term approach and still sustaining Closeup on other
e-commerce platforms

Advantages:
● Reduce costs ( Delivering cost, Advertising cost,...)
● Own customers databases
Q2’19 Q3’19 Q4’19 Q1’20 ● Closeup won’t rely on other ecommerces as well
as their policies such as exchanges’ sales policy,
Total UShop 204 748 2102 4564 moderation policy.
Closeup 0 230 927 2839
USHOP DEVElOPMENT OPPORTUNITY VAlIDATION
SUGGESTION:
● Cover all key cities
● Create a positive diffusion effect
● Expanding to other provinces when ready.

● A slight rising trend in growth of Ushop Sales value of 4 eCommerce platform

-> potential growth
● Should NOT leave shop pages on Tiki or Lazada Q2'19 Q3'19 Q4'19 Q1'20

● Maximize customers’ profit Total U-Shop 204 748 2102 4564

● M ain point to grow Ushop: credential of the Closeup 0 230 927 2839
platform rather than increasing massive sales
User quantity that use to buy CloseUp on UShop
 4

CAUSES
VAlIDATION
Exploration of
potential causes
External Cause
THE CHANGE IN CONSUMER BEHAVIORS
Covid-19 Pandemic
Strategy

Numbers
Behaviors
Offer
Invest in
discounts,
developing
vouchers, or
Switch to online 52% of Vietnamese Closeup’s
direct sales.
consumers have preferred online
shopping
online shopping rather channels.
than offline.
Objectives
Create a
wholly-owned
Reduce operating costs & give
consumers more deals. platform <Ushop>
18
External Cause

OMNICHANNEl RETAIl TREND

- Omnichannel shopping trend in
Vietnam is strengthened during
the pandemic.

- FMCG shoppers start

experiencing emerging
channels:

- Online,

- Mini market

- Specialty stores

The Kantar Worldpanel Vietnam Insight handbook 2020

19
External Cause

OMNICHANNEl RETAIl TREND

The Kantar Worldpanel Vietnam Insight handbook

20
2020
Internal Cause

360-DEGREE MARKETING
TREND IN MARKET:
90% of U.S consumers find marketing
personalization very appealing
&
89% of digital businesses are investing in
personalization

=> UShop can utilize this trend to create 360

marketing in Unilever eco-system
Internal Cause

POTENTIAlUSERGROWTHPATTERN

Although Ushop had small

investment on advertising, it
had an strong upward trend
while other e-commerce
platforms had downward trend.

Room to recruit new users

for Closeup on Ushop

Sale value of CloseUp on E-commerce

UPDATED CAUSE AND EFFECT MAP
 5

SOLUTIONS &
ACTION PLANS
Established solution &
Justification
 SOlUTION
Awareness from ecommerce
Advertising
shoppers and potential customers

Incentive for new customers to

Sales Promotion
experience brand and product

More suitable for high involvement

Promotion Mix Personal Selling
products

Direct Marketing Requires a large customer database

Future use

Public Relations Used for building good brand image

Unsuitable for ecommerce sites
 ACTION PlAN
Duration: 1 year
Outcome

Target
Objective
Audience
Closeup
S ale value basket value

Recruit new Technology-driven 125.000

800M VND
consumers
users for UShop VND

Budget
5000 new users
6400 new purchases
10 billion VND
26
 PHASE AWARENESS ENGAGEMENT CONVERSION RETENTION

TASK Animate and draw Create interaction Convert the customers by Keep loyal customers and
attention to UShop's between the brand and giving sales promotion as earn new customers by
presence the audience incentives word-of-mouth

KEY HOOK
TVC/Viral Clip Competition Sales promotion Referral program

PR KOLs
Display ads Social Social Seeding| Key Word Display ads Social
Seeding Forum PR Seeding Forum Display ads
SUPPORT TACTIC Seeding Social Seeding
Seeding OOH
Livestream Activation Event

Social Media
CHANNEL Youtube Forums Social Media Google Search Google Search
Website Social Media Social Media
Google Search
Website Website

MEASUREMENT Views, App Installation, Attendant, New user, New user, Add-to-cart New user, New purchase,
interaction & discussion Increase in conversion rate, New purchase Repurchase rate
rate

BUDGET
2B VND 4B VND 2B 2B
Duration: 1 month
Using TVC with music as a key hook that has a catchy
AWARENESS
tune.
Description: A boy choosing a gift for his lover suddenly
Invite KOLs to debate and entice people to
saw a promotion on Ushop -> Their love was more
follow & interact through comment, share, ..
sublimated

KPI: 5,000,000 views for TVCl; 100,000 interacts with social content; 500 app installation; 10,000 positive discussion
 Duration: 1 quarter
“Một ngày thử App UShop” - Booking
influencers for posting on their social
media account about their
experience with UShop for the first
time
ENGAGEMENT

KOLs on Facebook and Youtube:

Giang Ơi & Tri Nguyen, Gia Đình Cam
Cam, Trang Lou, Lâm Thuý Nhàn

Mini Contest “Một ngày trải nghiệm

cùng Closeup” with the sponsoring
incentive from UShop

KPI: 20K reaction for each post; 800K view for each Youtube video; 1M view for each TikTok video
CONVERSION
Duration: 1quarter, at the same time
with Engagement phase & 2 last quarter
of 2022 1.000đ

“Buy everything on U-shop with 1,000

VND” - “Mua mọi thứ trên U-shop với chỉ
1,000 đồng”: New users can buy every
product on U-shop platform with the
discount price of 1,000.

KPI: 5000 new accounts, 6,400 new purchase

Supporting by display ads and seeding
on social media and Closeup Fanpage.
RETENTION
Duration: 3 quarters
KPI: over 35% Repurchase rate

CRM (Customer Relationship Management): Referral program:

membership subscription, gain points on Invite your friends and receive vouchers
every purchase .
2022 ROADMAP
 • A3: Presentation (+ Q&A)
FOR THE NEXT CLASS

• Submit slides (at least) 1 day in advance (Deadline: E-learning)