Marketing Plan Group 2 Acnes1

MKTG1205-

MarketingLecturer: Mr. Pakawat Kietisaksopon

MARKETING PLAN

GROUP 2

Vu Nguyen Anh Thu- s3146309

Phan Ly Thi Ngoc Tram- s3169684

Le Ngoc Bich Tran- s3161885

Phan Ngoc Anh Thu – s3160793

Nguyen Minh Lam – s3161949

TABLE OF CONTENTS

1 Current Marketing Situation:.......................................................................................31.1 Introduction...........................................................................................................31.2 Situation Analysis.................................................................................................31.3 Microenvironment.................................................................................................41.4 Macro environment...............................................................................................5

2 SWOT Analysis:..........................................................................................................82.1 SWOT Analysis....................................................................................................8 Strengths:..................................................................................................................8 Weaknesses:..............................................................................................................8 Opportunities:...........................................................................................................8 Threats:.....................................................................................................................82.2 SWOT Matrix:......................................................................................................9

3 Marketing, Corporate and Financial Objectives:.........................................................94 Segmentation, targeting and positioning...................................................................10

4.1 Segmentation:......................................................................................................104.2 Target marketing strategy...................................................................................114.3 Positioning..........................................................................................................12

5 Product Strategy.........................................................................................................155.1 Defining product.................................................................................................155.2 Product support service.......................................................................................165.3 Product life cycle................................................................................................17

6 Pricing Strategies.......................................................................................................176.1 Product Mix-Pricing Strategies:..........................................................................176.2 Price- adjustment Strategies:...............................................................................18

7 Promotion..................................................................................................................187.1 Advertising..........................................................................................................19

Sales Promotion.........................................................................................................227.2 Public Relations..................................................................................................237.3 Place/ Distribution...............................................................................................24

8 Reference list:............................................................................................................26

1 Current Marketing Situation:

1.1 Introduction

Vietnam is a tropical country with too much heat and sunshine. Moreover, the air in Vietnam is so polluted. Therefore, skin of Vietnamese people usually is greasy and dirty. Greasy and dirty skin could cause acne. Thus, products for preventing and treating acnes are welcomed in Vietnam.

There are many products for preventing and treating acne in Vietnamese market. However, our group only focuses on the product “Acnes UV Tint Cream” because it has new features such as: preventing acne, make up, preventing bad effects of UV ray on skin, and creating healthier skin. We believe that this product is very suitable for Vietnamese people because of its good quality and affordable price.

1.2 Situation AnalysisGlobal Rohto

Rohto pharmaceutical company was established in 1899 with the first name is

Shintendo Yamada Anmin (‘Company History’ 2004). Its first product is a kind medicine

which is related to the digestion treatment with brand Ikatsu (‘Company History’ 2004).

This website states that Rohto has widened their business in 5 continents over 100 years

old. Until now, they have developed 11 branches all over the world and their products are

sold widely in 120 countries (‘Company History’ 2004).

Rohto Mentholatum Vietnam

Rohto was set up branch in Vietnam since 1996 (‘Company History’ 2004). Skin

care and Eye care are two main products of Rohto Vietnam. On April 2004, Rohto has

just introduced Acnes to Vietnam market (‘Company History’ 2004). It is one kind of

skin care kit.

Acnes is a famous anti-acnes collection of Rohto Vietnam. There are 8 products

in the Acnes collection: Acnes Medicated Foaming Wash, Acnes Medicated Creamy

Wash, Acnes Medicated Powder Lotion, Acnes Sealing Jell, Acnes Offensive Cream,

Acnes UV Tint Cream, Acnes Oil Remover, and Acnes Scar Care (‘Cham soc da’ 2004).

However, Acnes UV Tint Cream is one of the newest products which was added more

useful features. Thus, we just focus on doing marketing plan for this product in order to

introduce it broadly to consumers.

1.3 Microenvironment

1.3.1 Competitor

There are two kinds of competitors of Acnes. However, Acnes seems have only direct competitor in Vietnam market. They are: Clean & Clear, Nivea, Biore, Hazeline, Pond’s, etc. These companies all have anti-acnes cream products in Vietnam market, so they will compete directly with Acnes. Furthermore, they offer similar products such as: facial wash for anti-acnes, powder for anti-acnes and preventing UV ray. Although these products are substitutes, they still get customers from Acnes. Thus, Acnes must care about this problem.

Those competitors are known with a good reputation about cosmetic products such as: facial wash, whitening cream, body lotion, etc. Therefore, Acnes will have advantages about the reputation because Rohto is famous brand name with the slogan “Rohto – The world of healthy and beauty” (‘Company History’ 2004). However, these competitors are building their reputation by giving many advertising and promotions to attract customers.

1.3.2 Customer markets

In the past, people did not care much about skin care; especially how to protect

their skin from acnes. Nowadays, this behaviour has changed. There are many factors

which affect the behavioural buying of customers, but the knowledge and higher income

are one of the most important factors. When people have good knowledge about health,

they will know the importance of skin care. Moreover, people’s income has been

increasing. Hence, they will care about their health, especially skin. They will need

products for skin care. Furthermore, the percentage of middle class will hold more than a

half of the population in the future (Figure 2). Therefore, Acnes is a skin care product

which is suitable for middle class.

1.3.3 Marketing Intermediaries

Rohto tries to make their products are available widely, so customers can buy

products easily. Acnes is distributed widely in supermarkets. For example: Coop Mart,

City Mart, Metro, etc; in skin care centre and most of pharmacy.

1.4 Macro environment

1.4.1 Demographic

The key demographic trends are population growth, changing structure age and

better educated (‘The marketing environment’ 2005). Although the birth rate has been

reduced recently, the population still increase in Vietnam. Moreover, the large percentage

of population is young (Figure 1). This is the target market who Acnes concentrates to.

Also, when people have better educated, they will care more about their health. Young

people are reaching the age of puberty. They will have a problem with their skin. Their

skin will be greasy and acnes are easily to occur if they do not know how to take care of

their skin. When they are aware of this problem, they will find out the method to protect

their skin.

Figure 1: Vietnam population by age group in 2010

0123456789

10

Millions

0 to4

10to14

20to24

30to34

40to44

50to54

60to64

70to74

>80

Age Group

Source: Government Statistics Offices

1.4.2 Economic

The income growth structure has been changing in the next few years. People’s

income has been increasing and the percentage of people who have average income (4-

7million VND) will hold more than a half of the population (Figure 2). This is the target

market of Acnes.

Figure 2: Income growth in Vietnam from 2002 to 2009

33

48

14

6

24

53

15

8

14

53

24

8

9

51

30

11

6

43

39

12

4

31

47

18

2

21

54

23

214

58

26

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

%

2002 2004 2006 2008F

Year

>7m VND

4-7m VND

2-4m VND

<2m VND

Source: AC Nielsen

Acnes also focuses on the urban consumers because the income is distributed

skewed in Asia. There is a difference between urban and rural consumers. The income of

urban population is usually higher than rural people (citation).

1.4.3 Technological

The development of technologies has created new opportunities for both

producers and consumers. Acnes have created new products with new features by modern

technologies. In the past, there are some products in Acnes collection such as: facial wash

for preventing acnes, anti acnes cream, sun cream, etc. Each product just has one main

feature, but now modern technologies give Acnes opportunities to create the new

product: Acnes UV Tint Cream with many useful features. It helps people to

antibacterian, antiphlogistic, ant sunlight, protect skin and make up. Moreover, this

product has Isopropyl Methylphenol, Stearyl Glycyrrhetinate, Vitamin E &B6, and

Titanium Dioxide. These ingredients affect softly in skins Therefore, Acnes UV Tint

Cream helps people be more confident in daily communications such as working, parties

and other activities.

1.4.4 Social Culture

Vietnam is a tropical country with a lot of sunshine and heat. Moreover, the main

transport of Vietnamese is motorbike. Thus, when people go out with motorbike, it is

hard to prevent their skin from the damaging of UV ray. It makes skin is darker and acnes

situation is more serious. However, all of people want them are more beautiful.

Therefore, Acnes UV Tint Cream is a product which can satisfy all of their demands. It is

a cream for making up. It makes people more beautiful. Also, it has the ingredients which

make the skin more whitening, anti UV ray and anti acnes.

1.4.5 Natural

Acnes are not only caused by inside factors, but by outside factors also. One of

the important factors is the increasing of air pollution. According to Dr. Doan Canh, air

pollution will make more serious problems for people who are living in both inside and

outside the city (‘Suburbs bear brunt of the Ho Chi Minh City pollution’ 2000). When

people reach the age of puberty, their skin will be greasy and acnes will be easy to

happen. In addition, when they go out, dust will make the acnes situation more serious if

they do not know how to protect their skin. Hence, Acnes UV Tint Cream is likely a

mask for users when they go out to protect their skin from air pollution.

2 SWOT Analysis:

2.1 SWOT Analysis

Strengths:

- Rohto Pharmaceutical Company Ltd. is a big firm, which has well reputation for

over 100 years around the world.

- Be a popular brand name in Vietnam and specialized in skin care products.

- Offer product in set to complete functions of treatment - ACNES Skin care Acne

Treatment Kit.

- Offer multi – functional product

Weaknesses:

- The price is quite high (48,500 VND / tube/ 30g), compared to the competitors.

- Poor advertising campaign and can not gain attention.

Opportunities:

- Have more potential customers because the average age of puberty of teenager

nowadays is getting younger and sooner

- Target customers are teenagers and students. They really care about their

appearance.

- The rise of their demands due to the increasing of income.

- Increase the demand of protecting skin because of UV light and air pollution in

Vietnam.

Threats:

- Vietnam joined WTO in 2006, there will be some foreign companies come to

Vietnam and compete with Rohto.

- The rise of inflation rate may affect the ability to purchase of target customers.

- Compete with other domestic competitors.

2.2 SWOT Matrix:

2.2.1 S-O Strategies:

_ Save the production cost by getting the discount from suppliers when buying a

lot raw material.

_ Be easier to use and more convenient for customers when having both

functions: protect skin from UV light and prevent acne just in one tube of Acnes UV Tint

Cream instead of using two different products.

2.2.2 W-O Strategies:

_ Target customers probably have more abilities and are willing to pay money to

buy our product (48,500 VND / tube/ 30g).

_ Push the promotion strategies more by focusing on the demand of caring skin of

target customers.

2.2.3 S-T Strategies:

_ Rohto’s reputation and brand name have a prestigious stand in customer’s mind

although when Vietnam joined WTO and lead to the increasing of foreign competitors.

2.2.4 W-T Strategies:

- More concentration competition when VN joined WTO because some foreign

competitors may offer the cheaper prices.

3 Marketing, Corporate and Financial Objectives:

Customer awareness: building a position in customers’ mind at the end of 2008.

Brand awareness: entering the buyer’s black box to keep our brand in their mind

in the first quarter of 2008.

Increase the sales: we are aiming to increase 20% of the total by the second

quarter of 2009.

Market share: to gain 38% of the market share by the end of 2009.

With the formula “Take care of health and beauty”, the global Rohto always

desire to bring the best products for customers. Over 100 years old, Rohto has

developed and spread the business in over five continents. Until now, there are 11

branches of Rohto Corporation on over the world and Rohto’s products are sold

widely in 120 countries.

Get sale over 15000 units for each two months with the sale revenue around $400

millions at the end of 2008.

Produce net profits of $12 millions per month (before interest and taxes).

Increase total asset $2 billion in 2008.

4 Segmentation, targeting and positioning

4.1 Segmentation:

Geographic

Acnes focuses on Ho Chi Minh market. The population in Ho Chi Minh City is

approximately 8.5 million and the density of population is also higher the other places

(2090 person/km2) (The Population and Population density, 2006). Furthermore, Ho Chi

Minh City locates on the South region that is tropical climate. This climate is appropriate

with our product is anti sunlight. Thus, this city is also potential market and approachable

markets with the huge customer.

Demographic

Acnes targets people from 13-25 years old because they usually takes care more

their skin to prevent spot and UV than other ages target. In addition, company

concentrates on the female consumer who pays attention on beauty. Besides, Acnes

product is a medium price. Hence, firm tends to the people who have the income between

4-7 million VND per month. Finally, Acnes also attends to the young people. Specially,

teenager and student from school who are pubescence have significantly in the Ho Chi

Minh population. Moreover, the white collars who work in the office use Acnes UV tint

Cream like face powder as well as skin care to be more confident in daily

communication. These are the main segmentation to sell.

Psychographic

Almost Vietnamese people use motorbikes as main transports. Thus, their skin is

harmed by UV light and the environmental pollution. Moreover, Acnes focuses on the

active people who work outside, like to go out or athletes. They usually use it like sun

cream to protect skin as well as cosmetic to make them more attractive in the sunlight.

Acnes product also is antibacterial and antiphlogistic to prevent their skin from the

environmental pollution.

Behavioural

Acnes are skin care products; hence, company would like to segment customer

with regular use. Consumers tend to use our product frequently in the morning and

evening. They can use to make up and make them more attractive in their daily life at

school, at work or going out. Furthermore, they will consume more Acne in the summer

seasons because it is the travelling time and they attend to more outside activities. Acnes

product is also one kind of sun cream to aid them more confident in the sunlight without

hates and overcoat. In addition, in Vietnam, a lot of close substitutes product of acnes

such as Kaila, Ponds and so on; thus, the loyalty is medium and maintaining the customer

and attract the potential customer.

4.2 Target marketing strategy

In this case, company applies differentiates marketing (segmented marketing) on

market. After evaluating carefully, firm targets in the young girls who have the income

between 4-7 million VND per month in age 13-25 years old and live in Ho Chi Minh

City. There are main reasons:

Vietnam has a tropical climate and almost young girls in puberty have greasy skin

and spot. Moreover, the young people (13-25 years-old) are significantly in

Vietnam population and growing steadily in Vietnam population. Thus, this

segmentation is not only the current market but also potential market in the future.

According to the Income growth in Vietnam from 2002 to 2009, Acnes company

concentrates on the people have income 4-7 millions VND because when the

economic developing, these people’ income have risen and have a larger

proportion in the future.

Ho Chi Minh City has a high density of population. In addition, the living

standard is also higher than other cities. Thus, this is our main target market.

Moreover, Acnes defines that if the company is more intensive to open more

outlets and dominate in Ho Chi Minh City market, it will have more chances to

compete with other competitors.

4.3 Positioning

With the slogan: “with Acnes, you like to look at yourself” the Acnes occupies in

consumer’s mind an imprint as aiding more beauty and attractive with protection and care

skin (Quảng Cáo, 2004). Company applies the concept of “more for the same

“positioning for our products. Firm also provides comparable quality but at a lower price

than their competitor. In particular, Acnes and L’Oreal have approximately the same

price but the Acnes product has more uses than Essance such as antibacterian,

antiphlogistic, anti sunlight and protects skin as well as make up. In addition, customer

supplies the free consulting service and more promotion. This product attends to various

customers with the different demand; hence, customer willing to pay the cheaper price

with the high quality and more free service.

Position map

Brand Logo Price (10g) Quality Customer service

Acnes 16,200 7 10

L’Oreal 22,000 9 5

Essence 4,250 5 6

Oriflame 43,000 10 5

Kaila 8,800 6 9

E 100 3,000 3 4

Hazeline 7,000 5 7

Ponds 30,000 9 8

Clean and Clear 4,800 4 6

Biore 3,600 4 8

Table 1: Positioning table of Price-Quality and Price-Customer service

Figure 1: Price-Quality positioning

Figure 2: Price- Customer service positioning

Possible competitive advantages

Product differentiation

The high quality product and reasonable price for the middle class.

Product feature: Antibacterian, antiphlogistic, anti sunlight, protect skin and

make up

Image differentiation

Rohto has a high reputation in Vietnam market over 100 years with motto “ health

and beauty care”

Desire to provide the best produce for consumer

Build a brand around a famous person such as singer, model and actress

Channel differentiation

Strong support for retailer and wholesaler such as supermarket and pharmacy

store and cosmetic shop

Awards for retailer and wholesaler that have a high sale volume

Customer can buy this product easily

Service differentiation

Provide free consulting service by website, hot line telephone, consulting and

taking care skin centre.

Warranty for the customer when they are allergic with Acnes product

5 Product Strategy Acnes is a kit, which treat pimples, from Rohto. It helps people, especially girls,

has a healthy skin.

5.1 Defining product

Product Description

Core Treating pimples and protect skins from sunshine.

Benefit

Actual

Product

Quality High quality

Features

Antibacterian: Isopropyl Methylphenol sterilizes bacterium in

pore.

Antiphlogistic: Stearyl Glycyrrhetinate reduces the swells and

inflammation by acnes.

Protecting skins from sunshine: SPF 30 and PA++ helps skins

and acnes to avoid threats from sunshine.

Vitamin E & B6 balance the moisture of skins and help the

skins smoothly.

Make up: suitable to skin colour, use to hide lacunas, absorbs

oil.

Branding Strong brand name has the prestige in Vietnamese market.

Rohto, the brand name of their Parents Company has one of the

biggest reputations about personal care all over the world.

Package Nice design: the Rohto brand and image of the Parent

Company and the “Acnes UV Tint Cream” are in the middle of

the box.

Augmented

Product

Informative website

Providing information about Rohto products in Vietnamese

language.

Consulting the consumers about skin care such as how to make up,

regimen, sport activities, etc.

Many promotional events on the website.

5.2 Product support service

Rohto cares much about customer services. To get more market share and satisfy

customer needs, the company is going to take care all of customers, who use or do not

use Acnes. This is a good strategy of Rohto to attract more customers. Customer Care

Service will always listen and respond to customer opinions in order to serve better and

more develop in the future.

5.3 Product life cycle

Growth: at the moment, the company is in the growth stage, Rohto

starts to obtain more profit and develop more products. It has a big

market share. In this period of time, Acnes occupies customers’

attention and loyalty because of quality and good promotions. The

quality of Acnes exceeds customer’s expectations so it creates

satisfaction. The profit in this time is high.

Line extension strategy: the company would like to apply this

strategy to this product. Rohto will create more forms, colours

functions or package to Acnes. Therefore, Acnes always has a new

face to attract more customers. For instance, every six months, Acnes

changes its form to a new one. It looks attractive and healthy colours.

The new Acnes can contain more, but it has the same price to serve

customers better.

6 Pricing Strategies

Rohto applies the fixed price for Acnes. Cost-based pricing is a suitable strategy

for the company. Customers will know the quality of Acnes through prices. It does not

mean that we will set high price. The price is totally acceptable. Acnes have a little bit

higher than competitors.

Rohto also adjust the prices for various customers’ differences and changing

situations. There are some strategies about price adjustment:

6.1 Product Mix-Pricing Strategies:

Product line pricing: in the future, Acnes UV Tint Cream will have

more features or functions to serve customers. Therefore, the price

will increase. The company sets the price which customers can

affordable but as high as Rohto’s quality. To illustrate, Acnes UV

Tint cream will have SPF 15 to protect skin from sunshine more

effectively in the future.

Product bundle pricing: in this step, Rohto combines many products

in Acnes to be the ‘Acnes Collection’. It helped customers to pay

with a lower price but having full products from Rohto. The

collection can include: Acnes Medicated Foaming Wash, Acnes

Medicated Creamy Wash, Powder Lotion, Sealing Jell, etc.

6.2 Price- adjustment Strategies:

Discount and Allowance: the company will use quantity discount for

the supermarkets, pharmacies, etc. which need a big amount of

products. For example, when they buy 15,000 units, they will receive

15% discount.

Psychological pricing: the high prices of Acnes convince customer

that Acnes has high quality and value. Acnes is a product of Rohto,

one of the most famous home care medical manufacturers in the

world. Thus, the brand name guarantees the quality of products.

Promotional Pricing: Acnes will have the same price in big events:

Tet, X’Mas, Valentine, etc. For instance, the price in big events does

not change because of big demand. In this time, the demand of Acnes

can be increased significantly. Therefore, the company will keep the

old price in order to serve customers better and keep the current

customers.

7 Promotion

Acnes UV Tint Cream is a new product in the set of ACNES Skin care Acne

Treatment. So, it needs a big campaign of promotion to push the unit sales more. Among

the five major promotion’s strategies, Acnes Team just focuses on the three strategies:

Advertising, Sales promotion and PR. In the sales promotion, Acnes concentrates to use

the consumer promotion tools such as Samples, Premiums and Price Packs. Moreover,

Acnes also uses trade promotion tools to offer some Discount and Allowance for

wholesalers and retailers to stimulate their demand for Acnes’s product and build a good

relationship with them. The specific discount will base on the following table.

In general, Acnes team uses both tools for our promotion strategy but we want to focus

more on the consumer promotion tool than the trade promotion tool because Acnes wants

to propagate the good image and quality to consumers actively and affect customer’s

behaviour to buy more. Thus, Acnes team would rather use the Pull strategy than the

Push strategy.

7.1 Advertising

The aims of advertising are to attract target customers attention, raise the brand

awareness about our product and its effective functions. Thus, the advertising strategies

would focus on TV, magazine, newspaper, website and hoarding, which all can reach

huge target audiences.

o TV ads:

TV ads is the most effective media tool because it can make customers more

impressive with the artful use of visuals, print, sound and colour. Especially, with the

teenager, they are often interested in the great advertising songs. If Acnes makes a good

advertising and choose the right time and right channels, Acnes’s advertising would be

Quantity (tubes)Discount

Within 3 months More than 3 months

>= 400 10% 8%

200 – 399 6% 7%

100 – 199 3% 4%

< 100 1%

more popular and gain the attention of customers. Thus, Acnes will advertise on the most

popular TV channels of Vietnam such as HTV (7, 9) and VTV (1, 3, 6) on the prime

time, after school finished (11:30 am and 5:00 pm) and after the fashion shows, music

shows, game shows.

First period : from June, 2008 to December, 2008, broadcast on 7 days/week,

20s/time, the specific time are presented in the blow table.

TV Channel

Broadcast

Time

HTV7 HTV9 VTV1 VTV3 VTV6

19:00pm 20:30pm 12:00am 21:00pm 16:00pm

17:00pm 11:30am 21:00pm 18:00pm 8:00am

Second period : from January, 2009 to June, 2009, broadcast on Monday,

Wednesday, Sunday on the HTV channels (7, 9) and Tuesday, Thursday,

Saturday on the VTV channels (1, 3, 6); 20s/time, the specific time are

presented in the blow table.

TV Channel

Broadcast

Time

HTV7 HTV9 VTV1 VTV3 VTV6

18:00pm 21:00pm 12:00am 21:00pm 16:00pm

20:00pm 11:30am 21:30pm 18:00pm 20:30am

o Magazines and Newspapers:

Almost Acnes’s target customers - pupils and students read newspaper and

magazines everyday. These popular newspapers such as Tuoi Tre, Thanh Nien, Phu

Nu have the large amount of publishing everyday. These provide much useful

information about consultation, health, job and studying. So, they attach a lot to our

target customer. Besides, about magazines, the pupils and students are really

interested in the celebrities such as music stars, movie stars or entertainment

information. These magazines such as Muc Tim, Hoa Hoc Tro, VTM and 2! are read

by many pupils and students. Thus, advertising on newspaper and magazines could be

very effective.

Size TimeTuoi Tre ½ page (21cm x 28cm) Tuesday, Thursday, Sunday/week on 6, 7 and

8/2008.

Thanh Nien ½ page (21cm x 28cm) Monday, Wednesday, Friday/week on 6, 7 and

8/2008.

Phu Nu ½ page (21cm x 28cm) Tuesday, Thursday, Saturday/week on 6, 7 and

8/2008.

Muc Tim 1 page (15cm x 24cm) Monday/month on 6/2008 to 6/2009.

Hoa Hoc Tro 1 page (15cm x 24cm) Tuesday/month on 6/2008 to 6/2009.

VTM ½ page (15cm x 21cm) Wednesday/week on 1, 2, 3/2009.

2! ½ page (15cm x 21cm) Tuesday (twice a month) on 4, 5, 6/2009.

o Websites:

These days, young people tend to use Internet everyday in studying and

entertainment more and more. Teenagers and students often study, listen to music,

watch movies, go shopping, make friends and read news about the celebrities or

fashion by Internet. There are a lot of websites which are their favourite and popular

addresses such as Yeuamnhac.com, hihihehe.com, mp3.zing.net, 24h.com.vn,

ngoisao.net. These websites have a huge amount of page views everyday. So, by

putting flash banner on these websites (24 hours/day and 7 days/week), Acnes

product’s image could approach closer to the target customers, they will have more

awareness and information about Acnes’s product. Moreover, besides this

effectiveness, the cost of advertising on websites is also not really high. The detailed

time of advertising is presented in the table below.

Websites Month

Yeuamnhac.com 6, 7, 8/2008

Hihihehe.com 9, 10, 11/2008

Mp3.zing.net 12/2008 and 1, 2/2009

24h.com.vn 3, 4/2009

Ngoisao.net 5, 6/2009

o Hoardings:

Hanging big hoardings on the high buildings is also a good way to attach the

target customer attention when they driving on the street. Acnes team will focus on

the big streets which are near from the high schools or universities such as Nguyen

Thi Minh Khai, Le Qui Don, Le Hong Phong and Tran Hung Dao Street on

June/2008 to June/2009. To make the advertising more attractive, the hoardings

should have some special designs, good effects and colorful lights. They will be more

outstanding and can give a good impression to customers.

Sales Promotion

Firstly, in October, November and December of year 2008, Acnes will produce

and distribute the samples of Acnes UV Tint Cream at high schools, universities and

supermarkets where our potential customers frequently come. The weight of sample

could be 3g / bag and we might produce 100, 000 samples. With these samples, Acnes

offers the opportunity for customers to try and test our product. Acnes believes that

customers could be persuaded by its effectiveness and good quality, and the demand can

increase.

Places to distribute samplesHigh school Nguyen Thi Minh Khai, Le Qui Don, Le Hong Phong, Nguyen

Thuong Hien, Hung Vuong, Vo Thi Sau

University Banking, Economic, Foreign Trade, RMIT, Medical, Lotus,

Huflit, Saigon Tech.

Supermarket Co-opmart, Maximart, Citimart, Big C, Metro.

Besides, on 11/2008, Acnes also will establish the Promotional Month Premiums

that when customers buy Acnes’s product: one tube of Acnes UV Tint Cream, they can

get free one Acnes Oil Remover or one Acnes Facial Cotton Pad. These attached gifts are

really useful and necessary in skin caring process. Thus, customers will feel to have more

benefits when purchasing Acnes’s product.

On 6/2009, Acnes will make the promotion Price Packs by offering consumers to

save off the regular price of product. Consumers can buy two tubes of Acnes UV Tint

Cream which are packed in one set with the cheaper price 70,000 VND instead of 96,000

VND as usual. By this way, Acnes can attach target customers to buy more and increase

the sales. With the current customers, this discount could be the appreciation for their

buying our products and we can increase the brand loyalty. With the potential customers,

it is the chance to foster and encourage them to try Acnes’s products.

7.2 Public Relations

From 9/2008, Acnes team will organize the Skin Caring Festival at the high

schools include Nguyen Thi Minh Khai, Le Qui Don, Le Hong Phong, Nguyen Thuong

Hien, Hung Vuong, Vo Thi Sau high school in Ho Chi Minh City to help and give some

consultation about skin caring and acne treatment, especially the skin in puberty age. In

this festival, the pupils can get a chance to know what type of their skin, information

about acne treatment and prevention and share the secrets together to can get the beautiful

skin.

High school TimeNguyen Thi Minh Khai Saturday, 13 September 2008

Le Qui Don Saturday, 20 September 2008

Le Hong Phong Saturday, 27 September 2008

Hung Vuong Saturday, 4 October 2008

Vo Thi Sau Saturday, 11 October 2008

Nguyen Thuong Hien Saturday, 18 October 2008

Besides, Acnes also plans to save a part of budget for being the sponsor of some

competitions for teenagers such as music or fashion competition if Acnes realizes it has

future potential to promote Acnes’s brand. By this way, Acnes could build a product’s

image that our company does not only think about profit, Acnes also cares to our

customers’ life style and interest. Acnes offers to them a helpful opportunity to can

present their strength, relax after school and learn from each other.

7.3 Place/ Distribution

Acnes is a convenience product that it should be handy and widely available.

Therefore, to penetrate the market, our company decides to adopt intensive distribution to

expand its distribution outlets throughout Vietnamese territory.

Currently, the company products have appeared through whole the country. In order to,

company will base on the available network to enlarge our marketing channel especially

many agents. Also, the company will build strong relationship with channel members

(wholesalers and retailers) to encourage cosmetic store, Pharmacy and intermediaries

system to sell our products in stead of those from the competitors. Our company is not

selling directly customer because our company could not know about behaviour of

customers. Customer in different area has also different demand. If our company sells

directly to customers, company will waste time in making goods available to target

markets. Moreover, our company is conventional distribution that keeps focus big

system of supermarket in order to provide product to customers.

Conventional distribution channel

Place

Acnes Manufacturer: Phu Thai Group is a limited liability company that is

exclusive provide for whole country.

Address: 186 Truong Chinh , Dong Da, Ha Noi.

Phone: 04. 5659082, 0903495505

Distribution

Wholesalers : Metro Cash & Carry, An Dong Market,

Binh Tay market, Dermatology Hospital.

Retailers

Intermediaries: Coop Mart, Big C, Maximark,

Citimart, Home Mart (online market). These are the biggest retailers in

Vietnam where millions customers. Moreover, Acnes UV Tint Cream

aims to convenient place on shelves to attract customer’s attention.

Grocery stores in Retail markets such as

TanDinh, BenThanh, DaKao, BaChieu with many stores are selling

Acnes’ product.

Pharmacies and cosmetic stores sell in the whole country.

Acnes Manufacturer

Retailers

Wholesalers

Customers

Retailers

8 Reference list:

‘Acnes - Sản phẩm chăm sóc da, ngăn ngừa và trị mụn của Rohto mentholatum’, Dien

dan Doanh Nghiep, viewed 12th May, 2008,

<http://www.dddn.com.vn/Desktop.aspx/Sieu-Thi/GioiThieu-SanPham/Acnes-

San_pham_cham_soc_da_ngan_ngua_va_tri_mun_cua_Rohto_mentholatum/>

Cham soc da, 2004, viewed 8 March 2008,

<http://www.rohto.com.vn/chamsocda.jsp>

‘Population and Population Destiny’ 2004, General Statistics Office of Viet Nam,

Statistics Documentation Centre, viewed 19 April, 2008

<http://www.gso.gov.vn/default_en.aspx?tabid=467&idmid=3&ItemID=6173>

Quảng Cáo, 2004, viewed 8 March 2008,

<http://www.rohto.com.vn/congty.jsp>,