Creator: Selina Mai This is my first ever Marketing Proposal for Za cosmetic brand in Marketing course in Minghsin University of Science and Technology

1. Minghsin University of Science and Technology
Institute of Management
Marketing Proposal
Teacher: Assist. Prof. Melissa Hsu
Subject: Marketing Management
Members: 1. 梅芳草 Selina
2. 張氏方草
2017/06/13

2. TABLE OF CONTENT

3. 1| P a g e
1.1.Background.
1.1.1. Corporation
CACAO was created by a group of young designers in
Hanoi Vietnam in 2015. They do designing, producing
and retailing fashion clothes but didn’t really succeed
since shortage of brand awareness, so they stop working
in late 2016. At the moment, they are planning to
rebuild their brand and relaunch in 2018.
The brand name CACAO means a type of drink with brown color which represents the
sexiest skin tone of women in Western stereotype. On the other hand, in Asian
stereotype, women who have white skin tone supposes to look better than women
with dark skin tone. However, CACAO believe that women are beautiful in every skin
tone and everybody type. Therefore, the name “CACAO” is to break society’s
stereotype about beauty and show that asian girls are gorgeous with their brown skin
and they are attractive no matter which body type and figures women have.
CACAO vision is to help Vietnamese women to feel confident, sexy and attractive with
their unique design which elevate the body line of each customer.
1.1.2. Product
CACAO provides designed clothes with a unique concept of making clothes based
on customer’s body figures. They have their own designs presented in their
showroom and website, and when customer order, they get their figures and make
the item specifically for customer’s body following the design they want.
Their main items are dress, shirt and trouser with sexy and elegant style. Materials
are mainly linen, velvet, silk, chiffon, wool, cotton and lace.
The price are of middle range which is $50 to $100 for dress, $20 to $60 for shirt,
and $30 to $60 for trouser.

4. 2| P a g e
1.2.
1.1.3. Brand problem.
The brand is new entrance in the market, so itsbrand awareness is low. Moreover,
their concept is pretty new, so it takes time for the brand to get consumer’s
acceptance. They also get a competitor, Kelly Bui, a very famous designer in
Vietnam fashion market.
2. Environment Analysis
2.1.PEST Analysis
2.1.1. Economics
Vietnam isconsidered as one of thelarge emerging markets in the world. Vietnam
has average GDP growth of 7.1% a year from 2000 to 2004 and is predicted to be

5. 3| P a g e
the fastest-growing of the world's emerging economies by 2020, with a potential
annual growth rate of about 10% in real terms, According to a forecast by the
PricewaterhouseCoopers in 2008.
Alongside with the high economic growth, the Vietnamese buying power has
been improved dramatically. As in the year 1994, the average Gross domestic
product per capita (GDP per capita) was only US$200; but it rises dramatically to
US$1685 by the end of last year and is expected to be US$1880 in 2020.
Vietnamese people are having an average wage of US$250per month and in 2020
it will increase to US$330, according to Trading Economics. It is noticeable that
the average income in big cities is much higher than that of the country. In 2016,
the average salary in Ho Chi Minh City was US$265 and in Hanoi was US$281. The
number of people having salary from US$750 to US$1000 per month is increasing
dramatically.
As the income increased, the customers’ purchasing power has been changing as
well. Consumer spending of Vietnam has increased from US$45 billion in 2007 to
US$150 trillion in 2016 and is expected to be US$200 trillion in 2020.
Therefore, an emerging growing country with high population like Vietnam is a
potential market for more and more discretionary products.
Social
Vietnam has population of around 87.71 million and the majority are at the age
of 15-64 (nearly 70%). Half of Vietnam population (50.03%) are female. Nowadays,
along with the economic and society development Vietnamese women are more
and more open to society, more educated, and politically active. Therefore, their
living condition is becoming better, they get more chance to get higher education
and skill training, which would result in more possibility for them to get

6. 4| P a g e
managerial and professional employment. This is a positive signal to fashion
industry in Vietnam because as going out to society more, Vietnamese female will
take care more of themselves especially their appearance while independence in
finance will strengthen their spending power.
2.1.3. Technology
The technology in Vietnam are currently growing very fast. According to the
Ministry of Information and Communication, there were 49 million internet users
in Vietnam in 2016, accounting for 52% of the total population, and an increase
of 12.7% on 2005.
Therefore, Vietnam has been ranked in seventh highest among the countries with
high internet use in Asia, by Internet World Stat. The Vietnam E-Commerce
Association said online retailers in the country will continue to make huge
revenues in the next five years with sales expected to hit US$10 billion in 2020
(sales of last year was US$4 million). This is a huge benefit for cosmetic industry
since the retailers now can do more online sales which will save them millions
from making shops and stores.
2.2. Consumer Analysis
In our survey we ask a group of customer about their shopping behaviour. After
analyse all the answers we draw some conclusions.
56% of people prefers to buy clothes in physical store. The other people like to
buy on internet and physical store. Therefore, most of people tend to prefer
coming to the store to directly evaluate the product (material, color, style, form,
etc)
Most of them (81%) are willing to spent $10 to $50 for a piece of clothes.
They sometimes buy designed clothes (~70%) so we have a large potential market
on designed clothes. 25% of them never buy designed clothes.
For the delivery, 100% customer are satisfied with 3-4 days delivery time for
designed clothes.
https://docs.google.com/forms/d/1_QT5dBzRq0w82tAKdsiCPkHTfaMjgxYmdav
HuJ-M9R8/edit#responses
https://docs.google.com/spreadsheets/d/1PplVDiYSOFS0YIb4adcKDLptzrMr6A3
6C4mFglsVTmI/edit#gid=1374145981
2.4. SWOT Analysis
2.4.1. Strengths
 Clothes have chic, elegant and sexy style which suit everyone
 Delivery is fast, 3 days within city and 5 days outside the city
 Clothes made with qualified materials

7. 5| P a g e
 Reasonable price
 Offer free fixing service and consulting service
 Offer choice of color, material if suit the design
2.4.2. Weaknesses
 Hard to get exact body figures if customer cannot come to the store
 Customer cannot get clothes immediately
 Being a new entrance so brand awareness is still low
2.4.3. Opportunities
 New and unique concept of selling clothes
 Large market since Vietnam has large population of women
 Increasing buying power thanks to increasing income
 High speed of urbanization
 New effective communication methods: social media and word-of-mouth
2.4.4. Threats
 High competitive rivalry
 Lose market share for made-to-stock clothes with cheaper price
 A part of Vietnamese women are still conservative about clothing
REFERENCES
1. https://www.shiseidogroup.com/ir/library/annual/pdf/2016_12/anu00001.pdf
2. http://www.za-cosmetics.com/standard/index.html
3. http://www.za-cosmetics.vn/cham-soc-da/tinh-nang
4. https://trends.google.com.vn/trends/explore?geo=VN&q=Ponds,Za
5. https://trends.google.com.vn/trends/explore?date=2006-05-21%202017-05-
21&geo=VN&q=Za%20cosmetics
6. http://www.ponds.com.vn/article/detail/1047057/di-s-n
7. http://www.ponds.com.vn/article/detail/1102731/ha-n-i
8. http://www.ponds.com.vn/(X(1)S(b0qy1if1pwwhks554lawju45))/article/detai
l/1102632/thanh-ph-h-chi-minh
9. https://www.facebook.com/pg/PondsVietnam/notes/
10. https://www.youtube.com/user/PondsVietnam
11. http://www.lazada.vn/za-viet-nam/

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12. http://www.webtretho.com/forum/f3270/my-pham-za-co-chi-nao-dung-
chua-a-189147/
13. http://www.everydayhealth.com/beauty-pictures/the-best-ingredients-to-
control-oily-skin.aspx#08
14. http://ecomeye.com/blog/vietnam/top-12-online-shopping-ecommerce-
sites-in-vietnam-2016/
15.https://www.facebook.com/zavietnam/
16.https://www.youtube.com/channel/UCwd0rcv7t_EafLAF9kGQJXg?sub_confir
mation=1