This document provides a proposed digital marketing plan for L'Oreal to launch a new skin care brand in Vietnam. It includes an analysis of Vietnam's market environment, consumer trends, and competitive digital landscape. Key points are that Vietnam has a young population and growing economy. Skin care sales are increasing, driven by preferences for natural products and skin whitening. Currently, digital engagement is lower than other Asian markets, so an integrated digital and traditional strategy is recommended. The proposed plan outlines initiatives across the customer journey to build awareness, drive purchases, and encourage repeat buying.
Vietnam Business Case Competition 2021 (VBCC) organized by VinUniversity and Vincom Retail JSC, empowered by Cornell University. Our team has to propose a solution to reinforce the No.1 place of Vincom Mega Mall Royal City by applying digital transformation.
Looking forward to receiving your feedback.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
Vietnam Business Case Competition 2021 (VBCC) organized by VinUniversity and Vincom Retail JSC, empowered by Cornell University. Our team has to propose a solution to reinforce the No.1 place of Vincom Mega Mall Royal City by applying digital transformation.
Looking forward to receiving your feedback.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
In the fashion industry everything is about change and changing trends. It is a fast-paced business with short product life cycles and immediate customer response.
H&M and Zara are well known for delivering the latest designs to customers, partly in collaboration with famous fashion designers, at affordable prices. Both H&M and Zara are famous for their ‘fast fashion’—their ability to respond quickly to changing market trends with new collections—in a manner that appears to be different to the rest of the industry. Their success in this industry can be seen to rest on their strategic positioning and specific strategic and threshold capabilities
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Marketing assignment ultimate guide to advertising trends in 2019Total Assignment Help
The Big Tobacco Company discussed in this marketing assignment is utilizing social media as a weapon to trap the young generation of society with smoking addiction.
In the fashion industry everything is about change and changing trends. It is a fast-paced business with short product life cycles and immediate customer response.
H&M and Zara are well known for delivering the latest designs to customers, partly in collaboration with famous fashion designers, at affordable prices. Both H&M and Zara are famous for their ‘fast fashion’—their ability to respond quickly to changing market trends with new collections—in a manner that appears to be different to the rest of the industry. Their success in this industry can be seen to rest on their strategic positioning and specific strategic and threshold capabilities
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Marketing assignment ultimate guide to advertising trends in 2019Total Assignment Help
The Big Tobacco Company discussed in this marketing assignment is utilizing social media as a weapon to trap the young generation of society with smoking addiction.
Business to Society Marketing - Kotler's Marketing 3.0Nakul Patel
An article evaluating the recent brand communication strategies of some companies based on Dr. Philip Kotler's latest book - Marketing 3.0
This article aims at connecting dots in what has been taught in book and how it is being done on ground level.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
Beauty/Cosmetics and Personal Care Industrykirtane&Pandit
The matter of convenience related to the use of technology in selling the products. As per the survey, it is found that 46.1% of the respondents have not faced any trouble while selecting right products for them through online shopping. However, there are a total of 51.7% (Yes & Sometimes) respondents find it difficult. To address this challenge, BPC industry has started using AI based or virtual trying tools. Although the initiative sounds good but has not able to capture the attention of the consumers. As 82.9% of the respondents in this survey reveal that they have never used any such tool. This is an opportunity for online apps a well as BPC manufacturers to spread awareness of impact and precise selection these tools offer and gain newer customers.
Luxury and Cosmetics Market and Consumer Trends Chris Cadden
"Increase the digital effort — Luxury companies are behind in an increasingly digital world. New technology has changed the way companies do business, providing new communication channels, with buying behaviors evolving and the emergence of a new segment, the “millennials.” Immediacy is key, so there is a constant need to innovate within the digital world, which seems to contrast with the exclusivity known for its pole position at the core of the luxury market. Luxury brands have to manage dual aspects; namely to maintain their heritage and create long-term value while responding to consumers’ expectations and trying to offer instant gratification. Without innovation companies are risking losing ground to more dynamic, digitally savvy players." -Roberto Bonacina
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. 2017
Loh Kah Huey
Lecturer: Mr. Jonathan Briggs
MKT615 Digital Marketing
8-December-2017
Proposal of digital marketing plan for
L’Oréal in Vietnam
2. 1
MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Background & Objectives
L’Oréal has been successfully marketing Lancome and Vichy as premium products in Vietnam.
As part of the new business extension, L’Oréal is planning to launch a new skin care brand in
Vietnam. The target market for this new brand is young female generation which is aged 15 to
30 years old. This new brand is intended to be marketed as a mass consumer product with an
affordable price range. This brand includes facial cleanser and facial moisturiser.
This proposal is prepared to outline the proposed digital marketing plan for L’Oréal. Detailed
objectives of the proposal as below:
To understand the existing situation of the skin care market environment in Vietnam.
To uncover the insights of digital marketing environment for the target market.
To craft the best but not limited to digital market strategy to launch this new skin care
brand successfully.
This proposal outlines the details of the marketing plan.
Audit of the existing situation
Overview of the market situation for Vietnam
Vietnam is a one-party communist state. It was a French colony until 1945. After that, it has
been through 30 years of wars. Vietnam became a unified country in 1975. Despite of the
damage that caused by war, Vietnam’s economy reform was successful even since then.
Vietnam enjoys the GDP growth rate of 6.2% in 2016 and the economic growth is expected to
stay strong and ahead of the countries in the region. The key success factors are its young
populations, stable infrastructure and politics as well as Government’s commitment to
welcome foreign direct investment.
Vietnamese population is 96 million (ranked 3rd
in ASEAN). Vietnam is the one of the highest
population densities in the world because of its uneven distribution of people. Urban population
is 34.9% of total population, with the rate of urbanization of 2.59% annual rate of change.
Urbanisation growth will increase the consumption volume of skin care products.
Consumer goods and skin care market trend
Market opportunities of consumer goods including skin care products in Vietnam is expected
to grow healthily because of the population and economic growth. Therefore, it is the right
target market for mass consumer products for L’Oréal since they current market share is only
from premium market of Vietnam. The overall sales of skin care products is VND 6.4 trillion
in 2016 and it is expected to reach compound annual growth rate (CAGR) of retail value of
10%. Growth in value for personal care products is not only in 4 urban Vietnamese cities but
also the rural areas, in the range of 3-4% (see exhibit 1). Forecast of the sales of skin care in
2021 will be more than VND 12 trillion (see exhibit 2). With the success of economic reform,
a culture of consumerism and westernised lifestyle are seen significantly especially among the
3. 2
MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
younger generation in Vietnam. Skin care is becoming more common and moves from being
hedonic products to utilitarian products.
Competitive environment and digital marketing opportunity in Vietnam
Digital usage grows rapidly globally including Vietnam. Internet penetration rate is 53% while
mobile subscription is more than 130%. With the population of 96 million, about half are active
social media users (see exhibit 4 for details). These number will be higher for the target market
for L’Oréal’s new skin care brand who is the young generation i.e. 15 to 30 years old.
Most common social media platforms are Facebook and YouTube. This is supported with the
advertising revenue data which shows that Facebook and Google own the higher proportion of
the share (see exhibit 5 for details).
Despite of the high digital penetration rate, traditional marketing channels like TV are still very
prominent and important in Vietnam especially in rural areas where the mass consumers are
located. (See exhibit 6 and 7 for details).
Identification of a trend for skin care products
Skin care products are mainly targeted for female. Consumer preferences and trendi
for skin
care are identified as below:
Because of the increased number of scandals about toxic chemicals in skin care
product, natural and organic products are the most preferred option for Vietnamese
consumers. Trustable distribution channels such as supermarkets, beauty specialists
are more common than other unverified channels.
Demand for skin whitening facial products is higher because of the perception of fair
skin which symbolise beauty like many other Asian countries such as China and
Singapore.
Promotional events and memberships marketing initiatives successfully a
significant growth of sales for the relevant companies in their respective target
markets. Other Vietnamese consumer behaviour and trend in general (see exhibit 3)
Web analysis for competitive environment for skin care brands
From Brand share of skin care, top 3 brands are identified i.e. Pond’, Shisheido and Olay.
Further analysis is conducted to understand the consumer insights in digital landscape across
the globe. With answerthepublic.com, a preliminary finding unveils that Pond’s focuses on its
specialisation e.g. anti-aging, sensitive skin or acne problems. Shiseido seems to have a wide
range of products which covers different age groups with different target messages. Target
markets for Shiseido include not only more mature female but also teenagers and men. Shiseido
is also associated as a brand for oily skin, combination skin and acne prone skin. Olay is more
focusing in mature skin, dark circles, oily skin or aged 30s and above. Hazeline is in the space
for young generation which is direct competing with L’Oréal’s new brand. Key messages for
Hazeline is skin whitening and natural ingredient (See exhibit 7 for details).
4. 3
MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Facebook page for key products in Vietnam are available for several key brands i.e. Shisheido,
Olay, Hazeline and The Face Shop. These brands set up a specific Facebook page to
communicate with the target audience in Vietnamese. Likealyzer.com shows that these specific
Facebook pages for Vietnamese are merely used as an information board with information on
the front page and about as introduction. However, these brand Facebook pages have less than
half responses and its activities are extremely limited. Activities are measured via post per day,
length of post, number of event, page liked, native Facebook video. Engagement level of these
brands are relatively low. Engagement level includes PTAT (People Talking About This), total
page likes and engagement rate. These analysis show that Vietnamese skin care consumers are
not currently engaged in the digital space for skin care product marketing at the moment.
Therefore, digital marketing strategy for L’Oréal needs to be done in collaboration with
traditional marketing channels in order to maximise the penetration of this new brand (See
exhibit 8 for details).
Job to be done (JTBD) for new L’Oréal skin care brand
Skin care products are used to clean and moisturising the faces. However, what it can deliver
should be more than just this. Beyond the functional effect as skin care products, consumers
show that they should enjoy the ‘feeling great!’ effect. Feeling great is attributed from
enjoying the outcome of good skin conditions, smart and healthy looks, attentions from other
when their faces are in radiant.
As a vehicle of achieving JTBD for this new brand, L’Oréal may need to consider to craft a
clear brand propose via storytelling to amplify the market trend for skin care products in
Vietnam with the support of brand campaign in delivery of JTBD elements i.e. “I want to
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
show off to my friends”, “I need to feel excitement”, “make me feel smart” and “I am in
control”.
Customer Journey Mapping
To understand the entire process of the skin care product customer, a detailed map is as
below.
Growth hacking along the Customer Journey Mapping
Throughout the customer journey mapping, there are growth hacking opportunities that being
identified at different stages.
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Digital Marketing Plan in the Ecosystem
Different marketing initiatives are designed for different stage. During the pre-purchase
stage, social proof is important to address the concerns of suitability of the product. Sampling
and advertising including online ad and Facebook ad helps consumers to overcome the
obstacles and create the curiosity to search for more information. Landing page is critical to
support SEO and SEM during the searching stage. On-board strategies to encourage
purchase should be in place i.e. distribution via physical store and online platform via E-
commerce. During the stage of using the product, audience growth via reward and members
get members are useful. In addition to this, manual in print and online manual as well as
further skin care ideas should be made available. Chatbot can be prepared to address
consumers’ frequent asked questions in an interactive way at 24/7. At the last stage of
consumer journey map, the core JTBD, feeling great should be supported with community
via social media platforms. Both online and offline remarketing to stay in touch with the
consumers with new promotional activities to encourage repeat purchase.
Measurement Plan
Marketing effectiveness needs to be measured and tracked. Both direct and indirect data
analytics are required. Direct measurement can be done via primary market research such as
Brand Health Tracking, campaign awareness and qualitative market research to understand
emotional engagement and brand resonance. Web analytics should be scheduled to conduct
social media monitoring such as likealyzer, similar web, answerthepubic and moat. The goals
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
of these online tools are to understand the online competiveness environment, how successful
each marketing channels reached out to the target audience as an impact of different market
strategy at different stage.
Experimentation and prototyping for Chatbots
Chatbots is useful to help the brand stays in touch with the consumers to address their
concerns and questions in an interactive waysii
. Conversional experience creates a virtual
one-to-one marketing feeling to the consumers to address their needs.
Conclusion
Digital marketing strategy for skin care products in Vietnam needs to be done in
collaboration of traditional marketing strategy Vietnamese is relatively less savvy then other
developed countries such as Singapore and Hong Kong in the Asian region. Digital
transformation is not completely ready yet in Vietnamiii
.
Building L’Oréal’s new skin care brand with digital channels will help to deliver the brand
campaign as a mass consumer product. This marketing plan will support the marketing
objectives of L’Oréal in extending its current market share from premium market to mass
market with this new skin care brand.
Reflection
Digital marketing is a clear combination of digital technology and marketing strategy. Skin
care market understanding will be enhanced with the digital technologies. Appreciation for
Mr. Jonathan Briggs who gave NTU a great 5-day module to explore the digital landscapes
and technologies which are the core of design for a winning marketing ecosystem.
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Appendix
Exhibit 1 Consumer and personal care product growth rateiv
Exhibit 2 Forecast of sales of skin care in Vietnam (Source: Eurometer International)
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Exhibit 3: Vietnamese consumer behaviour and trendv
& Population: urban vs. ruralvi
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Exhibit 4: Digital penetration for Vietnam. Source: We are socialvii
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Exhibit 5: online advertising revenue. Source: Vietnam Digital Landscape 2015 (Dung Tri)
Exhibit 6: TV watching behaviour in Vietnam. Source: Is TV still important in Vietnam?viii
Exhibit 7: Role of TV in Vietnam. Source: Rainstormix
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Exhibit 8: Brand shares and company share performance for skin care in Vietnam
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
Exhibit 7: Analysis results from answerthepublic.com
Exhibit 8: Analysis results from Likeanlyzer.com for The Face Shop, Olay, Shiseido and
Hazeline
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MKT615 Digital Marketing - Individual Assignment: Loh Kah Huey
About the author:
Loh Kah Huey
Business owner of CalebREO to provide market research
and supporting expertise to delivery successful research
insights to the clients.
17 years in market research industry, she started her career
with Ipsos (formerly known Synovate), spent significant
number of years with TNS/Kantar and left in 2012 to set up
CalebREO.
Kah Huey graduated with Bachelor of Science, Major in Chemistry in 1999 from
University of Malaya. She is currently pursuing her study of Master of Science,
Marketing and Consumer Insight at Nanyang Business School, National Technology
University, Singapore.
Publication: Understanding the Chinese healthcare consumer.
http://www.ephmra.org/user_uploads/11.%20asia%20parallel%203%20research%20pa
rtnership%20yates%20and%20loh.pdf
i
Euromonitor International Skin Care In Vietnam May 2017
ii https://edelmandigital.com/wp-content/uploads/2016/12/2017-Edelman-Digital-Trends-Report.pdf
iii Ira Kaufman & Chris Horton, Routledge, 2014, ISBN 0415716756 Digital Marketing: Integrating Strategy
and Tactics with Values, A Guidebook for Executives, Managers, and Students
iv
http://www.vneconomictimes.com/article/business/fmcg-market-to-see-growth-of-4
v
IE Singapore, Understanding Market Trends and Consumers in Vietnam
vi
https://www.slideshare.net/tinhanhvy/vietnam-digital-landscape-2015
vii
https://www.slideshare.net/truonghang297/digital-in-2017-southeast-asia-vietnam-we-are-social
viii
https://qandme.net/en/report/Is-TV-still-the-important-media-for-Vietnamese.html
ix
https://www.rainstormfilm.com/choosing-reliable-vietnam-video-production-service-story-telling-brand-
marketing/