This document analyzes the perfume market and Miss Saigon brand in Vietnam. It finds that the market is growing steadily, dominated by foreign brands, and Miss Saigon has potential for growth. Specifically, it sees opportunities in targeting millennials and developing a new product for the mass perfume segment. It recommends rebuilding Miss Saigon's positioning to focus on affordable high quality and distributing more widely through modern retailers to increase brand awareness and trials among target consumers.

1. Miss Saigon
Round 2
Huan nguyen
Huy vo
Anh nguyen
Hieu huynh
Hoang bui
Trung le
Elite 6
270419

2. CATEGORY ANALYSIS
2018 2019 2020 2021 2022
120.9
118.1
114.7
110.6
105.8
2.7% CAGR
Vietnam domestic is highly potential as Top 50 biggest
perfume market with sustainable growth
90%
Foreign brands
90% is dominated by the foreign brands.
Local brands has strong opportunity.
10%
Local brands
Market Situation
Domestic market with the mass perfume segment
which is undiscovered yet by expert perfume brands
is the key Source of Growth for Miss Saigon
Category Segmentation
Emotional Needs
Occasions
Functional Needs
Points of parity: Incense Retention;
High Quality Fragrance
Last all day
High/ trusted Quality
Sensitive Skin Friendly
Work-friendly 49%
51%
54%
64%
Category Drivers
Perfume is mostly wear on a special occasion.
Its fragrance directly effects the part of our brain
that triggers imagination and Memories.
Perfume evokes
the specific memorable moment
in the wearers’ mind
Feel Sophisticate
Good Memories
Be attractive
Please Spouse/ Partner 32%
32%
33%
42%
Category Truth
Special Event
Dining out
At work
At home 64%
66%
81%
88%
Price (/100ml)Segments
Prestige Perfume (28%)
Mass Perfume (46%)
Low Price Perfume (26%)
>$150
>$50 - 100
<$50
The existed brands in Mass segment are mostly
international fashion brands which are not well-known
for expertise of producing perfume with high quality &
incense retention.
Key reason to buy in this segment is functionally the
fragrance – driven by early perfume starters.
Sources: Statista; GSK ; Kantar, 2018

3. FRAGRANCE USERS
PERFUME
USERS
FRAGRANCE BODY
LOTION
FRAGRANCE
MIST
NON-PERFUME USERS PERFUME USERS
34%
PERFUME STARTER
HEAVY 22%
PERFUME USERS
FANATICS 9%
PERFUME USERS
MILLENNIALS ARE
POTENTIAL CONSUMERS
Milennials are not only attracted by good deals, but also
to inspiring and innovative things.
MILLENNIALS SEEK AFFORADABLE HIGH
QUALITY
They are young adults just started to settle down or
started a career
MILLENNIALS ARE DISCERNING
PREMIUMISATION RESHAPES RETAIL SCENE
35% VN’s population are
millennials (1981-1995).
Vietnam will have ~ 44 million middle-class earners in
2020.
➔ Consumers spend more for high-quality products and
better shopping experiences
GROWTH IN MIDDLE CLASS
➔ Shop smarter not cheaper; they seek products with most benefits at a fairer price.
Modern Retails are gaining popularity (44%), especially for
cosmetics products.
24 – 38 years old
LOW-PRICE PERFUME
MASS PERFUME
MASS PERFUME PRESTIGE PERFUME
35%
CONSUMERS ANALYSIS
Sources: Kantar, 2018
Millennial is the key target segment with large size of prize
due to their dominance of population & increasing consumption expenditure towards perfume market
Key Target Segment for Miss Saigon is Perfume Starter who has the highest demand for
affordable high quality perfume with the largest market size

4. Millennials
Perfume Starter
DEMOGRAPHIC
Age Group: 24-38 (Bull-eyes: 24-30)
Lives in 6 key cities
Income: A,B, C
LIFESTYLES
Quickly catch up interested in fashion, beauty
trends
Mid-career or Family starter; independent, self-
aware.
CONSUMERS’
PORTRAIT
DO & SAY – BEHAVIORS
Exploring and trying several low-price perfume
bottles.
Mostly choose perfume from fashion & cosmetics
brands
CONSUMERS ANALYSIS

5. Business Situation Brand Description
2014 2015 2016 2017 2018
340324
276
303
207
• Low price products - match their limited budget
• Strong scent – met their preferences
• Strong distribution in rural areas & TT Channels
• High awareness among the rural baby -boomer wearer (40
– 45, income BC)
*Revenue in 2016
decreased as the
effect from real
estate business.
Others
93%
Miss Saigon
7%
Miss Saigon dominates
7% of the total market
share in Vietnamese
fragrance industry
For women from 20-40 with low income in rural and sub-urban areas,
Miss Saigon is an authentic & affordable perfume that best delivers on traditionally Vietnamese female
imagery due to its heritage of perennial Vietnamese brand with iconic Vietnamese femininity symbols of Ao
dai & Non la.
Products Portfolio
• Designed Perfume
• 10ml / 50ml
• Strong scent
• Last from 3-4h
• 600k VNĐ/unit
• Designed Perfume
• 10ml / 50ml
• International fragrance crafted by
International Expert
• Last from 6-8h
• 1,200k/ unit
New hero SKU for Urban &
Millennial Penetration
Wining SKU in current Rural Market &
Baby Boomer segment
Revenue from core business (perfume) is
continuously growing but slower ratio than
previous years.
• High quality, crafted by international experts (from France &
Swiss)
• Affordable price (vs. products have the similar quality)
• Fashionable design packaging (contemporary Ao Dai & Non la
images)
• Inherit the Heritage value from Miss Saigon as the umbrella
brand & the iconic symbols of Ao Dai, Non la.
COMPANY ANALYSIS
Miss Saigon Elegance Miss Saigon Essence
Miss Saigon is the leading local brand in Vietnam
with fast growth speed due to the success of the
Elegance in rural areas
MISS SAIGON THE ESSENCE has full potential
to become the key SKU to penetrate Millennials Perfume Starter segment
with desire to affordable high quality brand !

6. Niche distribution channels to offer
sustainable consumers’ base
CURRENT
EXPORT
>50%
revenue
~30%
revenue
TRADITIONAL
retail
Wet market
TT Drug
Store
MODERN
retail
Super
market
Hyper
market
Speciality
Stores
Department stores/
Shopping centers
ONLINE
retail
E-com
Brand site
~20%
revenue
Brand Issues
When approach Urban Millennials:
• Low awareness: Only 12% knows the brand name
• Low perceived values: outdated, lack of perceived differentiation.
Distribution Channels
COMPANY ANALYSIS
The current distribution only focus on rural areas and Traditional retails, which would be a barrier while targeting Millennials segment.
Source: Qualitative interview (30 respondants)

7. ANALYSIS CONCLUSION
Low brand awareness among the target group
Negative perception about perfume quality, which is the key
category driver
Limited Distribution
Lack of brand proximity towards target consumers due to
outdated perception
Poor Leverage on the brand USP of heritage, quality &
Vietnamese women symbols
Undiscovered segment of affordable perfume for early perfume starter by
perfume expert producers
KEY ISSUES KEY OPPORTUNITY
KEY STRATEGIES FOR GROWTH
Rebuild an unique Brand positioning
that matches with the target consumers of
Millennials Perfume Starter and enable
the brand to win international non-expert
brand
Increase brand awareness among Target
Audiences and build up brand equity
with high-quality as POP & Vietnamese
Women Symbolic via Communications
Increase Distribution coverage and Trade
Trial Program to better approach the
consumers & convert at Department Stores/
Modern Trade & E-commerce Channels
1 2 3

8. POSITIONING STATEMENT
TO WHOM
Vietnamese female
millennial perfume
starters & heavy users
Income A1 + B, urban &
sub-urban area
￭ Bold, open, seek for
freedom and
independence
WHAT NEED
The internal courage to
live free from confining
ideologies
DIFFERENTIATED BY
Miss Saigon is the
empowering Vietnam-
rooted perfume that
encourages young women
with the timeless women
who persistently follow
what they want
RTB
￭ The first and only brand that
owns Áo dài + Nón lá
package design
￭ The company is the top
local leader in the perfume
category
￭ The company has the
longest running ever since
1975 (compared to local
competitors)

9. - Crafted exclusively by world-renowned
experts
- Long-term representation of Vietnamese
women (nón lá & áo dài)
- Affordable high quality
- Non-expert perfume producers
- Affordable fashion perfumes (Zara, H&M, Tommy
Hilfiger) & Skincare perfumes (Yves Rocher)
Perfume starting and heavy users (bull-eyes 24–30) who are
assertive, bold and independent women who want to live a
life free from obstinate i& confining ideologies
As a Vietnamese millennial woman, the more I desire
freedom, the more I am confused between what I want
to do and what I should do.
EMOTIONAL: I feel encouraged and free in whatever I do
FUNCTIONAL: The Vietnam-inspired perfume to use daily
VALUES
- Boldness
- Internal strength
- Appreciation of strong women
- Freedom
- The first and only brand that owns Áo dài + Nón
lá package design
- The company is the top local leader in the
perfume category
- The company has the longest running ever since
1975 (compared to local competitors)
Miss Saigon carries Vietnamese timeless
icons which are “nón lá” & “áo dài”
EVOKE
TIMELESS
FREEDOM
BRAND KEY

10. Brand Insight
Category truth
Perfumes evoke specific imageries and feelings in the wearers’ mind
Consumer truth
As a young Vietnamese women, I desire freedom and
independence the most
Brand truth
Miss Saigon honors the timeless icons
of Vietnamese women
BRAND INSIGHT
As a Vietnamese millennial
woman, the more I desire
freedom, the more I am
confused between what I want
to do and what I should do.
Inconvenient truth
I go to my family and trusted friends for advice on what I should
do, but even they ostensibly decide what is best for me with
confining judgements in disguise

11. 6PS
PRODUCTS
- Crafted by top global experts
- Long lasting perfume
- Redesign portfolio to adapt new
brand positioning
- Define clearly and develop the
inspiration for each line
PACKAGING
1. Deliver brand idea: Remain the
modernized Ao dai - Non la bottle
shape to indicates timeless
Vietnamese women freedom
image
2. Premiumization by
personalization: Personalize
design/texture on campaign-based
3. Fit with every needs
Expand the package sizes to fit
various customer stage of
adoption:
- Travel/trial: 10ml
- Perfume starter: 35ml
- Heavy user: 50ml
PRICE
More affordable price with high
quality vs. mass perfume
competitors
1.2 mil VND for 50ml
Approximately 850.000 VND for
35ml
PLACE
1. Premiumization & Approach
Millennials : Expand
distribution to premium
shopping malls/ department
stores
2. Keep loyalty & convenience:
Invest more on E-commer for
repeat purchase
3. Activate Brand promise:
Enhance users' experience in
Miss Saigon's independence
stores (perfume personalized
activities...)
PROPOSITIONS
PROMOTION
- Use PR as the key method to
communicate/activate brand
promise. towards high-quality &
Vietnamese
- Promote new products through
experience activities at
independent store + promotion
schemes on e-commerce sites
Emotional: Fragrance that make
women feel encouraged and
free in whatever I do
Functional: The Vietnam-
inspired perfume to use daily

12. BRAND IDEA
EVOKE TIMELESS
FREEDOMWhat is timeless freedom ?
Timeless is value
representing heritage of
the brand Miss Saigon.
Freedom is ultimate
destination that women
uncage themselves from
confining ideologies.
Timeless freedom is the ultimate desire that Miss Saigon inspires
contemporary women to break through, take action and live their own
lives. Timeless freedom takes practices of timeless icons from history
to encourage the new generation of women

13. BRAND COMMUNICATION IDEA
GREATNESS IS THE
SCENT OF FREEDOM
Hương tự do của những người phụ nữ vĩ đại

14. Rebel
Sweetheart
Bold
This one word encapsulates
the story of Bà Huyện Thanh
Quan. Born in the era when
women were strongly
despised, she was an
intellectual woman who
audaciously stood up for
justice. Many words of mouth
told the story of how she
secretly took the role of her
husband, a high-ranking
official, to solve cases and
punish wrong-doers. Bà Huyện
Thanh Quan was the only one
in her time who dared to do
that. She was a proud and
independent woman, both in
life and in love.
The BOLD fragrance has the
special Woody Oriental notes
as her poems mostly
recounted the silent beauty
of Vietnamese forests and
mountains.
The soul of Xuân Quỳnh is
reflected in her art pieces
—full of love but never
lacking reality. In the time
when intimate expression
was restricted, she wrote
the purist and most
passionate love poems to
her husband Lưu Quang
Vũ. Xuân Quỳnh was
delicate, perceptive, and
surprisingly outspoken in
her conveyance not only to
love but also to the
societal issues and the
raging war plaguing her
generation.
The aroma of
SWEETHEART lingers
aquatic notes just like
her unwavering love.
Inspired by the alluring life of
Hồ Xuân Hương, REBEL
speaks of hopeless
romanticism. She spent her
whole life fighting for love in
a society treating her as a
mere concubine—though it
did not end well, her
brilliance entwined with
personal repression to
create poems that transcend
time. There is the rough
sexuality hidden in Hồ Xuân
Hương’s sensual words that
hints an ever rebellous soul
of her time.
This scent has extra
Oriental spicy notes as a
tribute to her tragic
lovelife.
Product concept

15. Scope Key issues Job to be done in one year
Brand awareness
Only 12% of the TA know the brand
name Get the TA to perceive Miss Saigon as the
top local perfume with affordable high-
quality and great relevance for millennial
women by Activating new positioning and
Product innovationBrand Equity
Negative perceptions on the brand (as
old, outdated, poor quality, and
irrelevant)
Distribution
Channels lack availability and visibility
to millennials Expand distribution in premium channels
(Department stores, perfume shops,...)
while deploying outstanding shopping
experienceCurrent channels dilute the premium
touch of the brand
Trial
Low trials among Vietnamese
millennials
Increase trial rate to convert perfume
starters and heavy users to use Miss
Saigon by intensive brand activation
events in-store & promotion campaigns
Communication
JTBD

16. MISS SAIGON - HƯƠNG TỰ DO CHO PHỤ NỮ VI ĐẠI
Campaign Timeline May - Jun Sep - Oct
Purpose
Business
Objectives
Double revenue of Miss Saigon from 2018 (350bioVND)
Marketing
Objectives
1. Drive 70,000 trials among TA to use Miss Saigon daily
3. Expand 15% premium distribution in Modern retailer
(Hypermarkets, supermarkets, department stores)
1. Drive 80,000 trials among TA to use Miss Saigon daily
2. Get 20,000 repeat purchase for daily usage
3. Cover 25% premium distribution (in Hypermarkets,
supermarkets, department stores)
& Online retailers
Communications
Objectives
Get 60% TA aware of Miss Saigon as a top local perfume
brand for millennials that evokes Vietnamese's timeless
freedom.
Engage and get 20% TA remember Miss Saigon as TOM
local Perfume brand that inspires them daily with timeless
freedom
Insight
Consumer Insight
As a Vietnamese millennials woman, the more I desire freedom, the more I am confused between what I want to do and
what I should do.
Advertising
Insight
Nothing encourages women to live free from confining
ideologies better than Vietnamese timeless women who
persistently follow what they want.
Owning a personal branded thing that gives me more
motivation & inspiration to assert myself
Campaign
Big Idea Herit Vietnamese timeless freedom Evoke your timeless freedom
Key message
Confining ideologies cannot stop you from doing what you
want as there are inspiring proofs Vietnamese timeless
women creating greatness by living with freedom
Craft your own perfume as everyday motivation for timeless
freedom
Key Hook
Viral Short Firm Series
A Series of 3 short films telling the stories of how our historical women
strives for freedom in lives.
Main actresses of the series are Toc Tien, Ngoc Trinh & Huong Giang
Idol.
Viral Game
Who is your historical freedommate
An online game for the modern women to play and identify which
historical women fits them the most with an inspiring quote for action
and a recommended Miss Saigon version
Freedom Women Talk Event
Seize your own timeless freedom by MISS SAIGON ! Music Video
A music video of Toc Tien, Ngo Thanh Van & Huong Giang Idea
encouring the modern women to design and live life the way they
desire. The brand is attached as every morning motivation for a women
to overcome social judgment to achieve their freedom.
EVOKE YOUR TIMELESS FREEDOM Workshops Series
Customized service at all independent stores in Hanoi & HCMC that
gives customers a chance to tailormade your personal branded
perfume by carving their name on the MISS SAIGON bottle & an
inspiring quote for everyday motivation. Ex Miss Nguyên Ãnh. That
kind of customized bottle can also be a gift for woman you treasure
which gives them motivation on their self assertation journey.
TIMELESS FREEDOM Exhibition
By organizing the exhibition", we would honor the "TIMELESS
FREEDOM" of Vietnamese women who dare to sign their names on
the Miss Saigon bottles. Revenue from this activity will be sent back to
community, helping other women who are meeting with difficulties
Investment VND20Bn VND15Bn
Expected Revenue VND70Bn VND80Bn
Campaign1+2

17. THANK YOU