CAMPAIGN
Team:
Tram Tran; Hung Tran (me);
Phuc Luu; Brian Nguyen
The Big Idea
"Wellness Fragrance"
The big idea is a direct approach to the current beauty care for women in their 30’s and a solution to their family-oriented lifestyle, where they are more concerned about their health in the age group.
In general, all oil extracts being used for the products are claimed to help relieve stress as well as having calming effects on the users, however each of them also have extra benefits, for instance, orange oil, which appeared in Fleur d'Oranger, and Belle Provence product line, can help to relieve stress, anxiety and depression, as well as regulate sleep, etc (Organic Facts, n.d.).
We focus purely into the psychological aspect of this campaign, and tackles the sensory attributes of the beauty product, where each and every scents are unique, which appeals to the millennials to match their unique personality. However, the primary attributes for the M&S La Maison is that it also matches the current trend, especially for their product scents and how it helps the consumer to “relax” due to its “fragrance”.
ABOUT
La Maison De Senteurs
Being one of Marks and Spencer sub brand for beauty products, La Maison de Senteurs aim to bring the vibe of Provence and chic. With fragrances body products fills with five wonder scents, which pamper the customer through sensory experiences, can do wonder to the mind and body
Beside from the numerous selections of scent, there are also a wide range of products for customers to choose from: hand & body lotion, hand cream, cream bath, fragrance diffuser, perfume, and hand wash.
Background & Findings
The communication plan narrows down, focuses onto M&S Beauty and Personal Care sub-brand: La Maison De Senteurs. The M&S sub-brand is a great fit for communication plan with utilizing Facebook social media as its main communication channel, because of its strong suit is promoting products attributes. And due to their attributes, we have specifically chosen scents/fragrances from the La Maison Collection to help M&S, especially La Maison, combining with the new repricing strategy of M&S Vietnam, to establish as an accessible premium brand persona for the Vietnamese consumers.
Furthermore, their beauty products can also be aligned with the current beauty maintenance trend to attract females in their 30’s as their primary target audience, and express how M&S La Maison can benefit their lifestyle, which subtly helps M&S to establish a more friendly image for their consumer. This will helps us to specifically define who would be M&S direct competitors in this category (such as The Body Shop, Yves Rocher, L’Occitane), and revise for any sort of leverage that M&S might have over them in Vietnam. Thus, the big idea is “Wellness Fragrance”.
The Beauty and Personal Care in Vietnam, from 2017
According to EuroMonitor report of 2017 of Beauty and Personal Care Industry in Vietnam, Vietnam is witnessing a healthy growth coming from the Beauty and Personal Care industry. While the retails growth revenue of 2017 is slower compared to 2016, Vietnamese consumers are more open to try new things since they become more brands savvy towards beauty and personal care brands and products. Moreover, this also reinforces more further with the development of Internet, strong performance from social media has started to spread out more from urban to rural area as well. The new coming trend for the beauty and personal care industry in Vietnam is importing branded products from unauthorized parallel imports. Combining with the rising of social media usage, users become savvier in using it and looking for independent shops on Facebook and such to inquire about unofficial popular brands. Furthermore, shopping on internet could give variety of products, while also give bargain prices. However, the downside of unauthorized parallel imports is that there are strong potential of fake and unqualified product for the daily needs of consumers. Or worse, it could potential harm consumers.
On the other hand, Vietnam market also shifts from consuming mass brands to more premium brands. Vietnamese consumers start to acknowledge premium brands such as Shiseido, Yves Rocher and the Body Shop products. This is a result from the great consistent performance of Vietnam’s economy. Most noticeably, it is Vietnam became a member of TPP that make its significant, especially for foreign countries. Japan, Korea and Thailand started to join to compete with existed brands. Meanwhile, GDP of Vietnam has grown 6% from 2016 ~ 2017. Vietnamese consumers start to have more options with brands, while there are more households join the upper middle class, upper middle high income with white collar office jobs. Yet, it is undeniable that Vietnam is still a developing country with majority of consumers prefer mass brands. Simply, they have lower price tags and that fits their income. Premium brands still have to play catch up with mass brands in terms of followers, and their recent strategy has been giving promotions and such to reach out to more consumers.
Goal
“To educate consumers how La Maison scents can help them them relax on the budget and less time consuming.”
According to EuroMonitor study on Beauty and Personal Care on social media, through its data conducted from a wide variety ranges of markets, from developed countries, such as US, Canada, to immature markets, such as India and Kenya, there are two major topics when it comes to discussing about beauty products. It is either the effectiveness of the product, or the ingredients, the attributes of the products. However, regardless of the development status of any countries, any markets, learning about the outcome, the effectiveness of the product remains having the most engagement on social media. Meanwhile, discussing about ingredients remains a niche topic for the majority.
Objectives
Online
Offline
-
40% increase in sales comparing to the previous for La Maison De Senteurs collection. It can be executed and measured through:
-
Signage ads (amount of views)
-
Customer experience with great engaging staffs at store
-
Active time of the day through surveillance camera at store
-
New price strategy promotion
-
Seasonal events and holiday promotion
-
-
Increase 15k followers on Facebook by the end of campaign
-
0.7% of average engagement rate per post on Facebook
-
With minimal of 300 likes; 25 comments; 10 shares per post
-
-
Keywords such as “relax”, “aromatherapy” linked to M&S articles can be utilised on Google search engine.
Target Audiences
Female (30 ~ 40)
INCOME
-
Middle to high income
-
The average of disposable income in Vietnam is 1,310 USD per capita (with Vietnamese median age is 30 years old) (Euromonitor 2016)
LIFESTYLE
-
Focused more on family, experiencing pressure in balancing home and work life
-
Concerned about health and wellbeing
-
Likes to go to spa, beauty care / relaxation services
OTHER FACTORS
-
Having a busy life and minimal time for self-care
-
Having the need to relax after a long day
-
Getting news from social media and magazines
The current target audience was chosen because they align with M&S intended target audience (25-40), however we narrowed down and specialized them for the more specific La Maison De Senteurs product line (30-40’s year old women).
For the other aspect of the TA, around the age of 30-40, these women have their own family. This is a very stressful time for them as they’re trying to “settle down” with their life, therefore they need solution for stress relief (Vinaresearch, 2012). However, according to a survey conducted by FTA Research in 2011, Vietnamese women from 30-40 years old only spend 7%-11% time of the day for beauty maintenance. However, their top priority within when deciding on beauty service is the pricing and 53% admit not having enough money to go to have beauty maintenance service (Q&Me, 2015).
Key Messages
“M&S’s La Maison scents/fragrances can help you to relax, just feel like having aromatherapy at home”
"Mùi hương từ La Maison của M&S có thể mang cho bạn cảm giác thư giãn như có liệu pháp hương liệu tại nhà"
Women in this age group, due to their time constriction, are now looking for beauty care products out of convenience, since time itself is also a luxury. This can help them pursue their wellbeing lifestyle, and the product itself are accessible due to its friendly price tag. (Euromonitor 2016)
Tactics & Conceptual
Online - M&S Vietnam Facebook Fanpage
Currently Marks & Spencer strongest social media platform in Vietnam is Facebook. Therefore, by utilizing the growing platform, we can promote the M&S La Maison products consistently, with the main focus of the campaign key message for the consumers. Additionally, we will slowly add information and the “starting from”, thus inserting the price tag to accommodate the new repricing strategy from M&S
Online - PR Articles
Naturally, selected online media channels and platforms can be used to expose M&S products for better advertisement, providing a comprehensive overview of M&S La Maison and its individual fragrance as to how it benefits the consumer health.
-
DanTri fits our age demographic for general exposure and has a higher percentage of adults from 30-35 reading it.
-
PhunuToday & Eva.vn are more niche due to their popularity about lifestyle for Vietnamese women.
Offline - Retail Sensory Experience
We will choose M&S staff that represent La Maison’s demographic, and apply on its fragrance. If the customers are interested, the staff will do a “peer to peer” recommendation for them through both sensory and human interaction. In addition, the staff will recommend the product through their “story” and “experience”, and how La Maison scent helps their wellbeing.
Offline - Digital Signage
We will use this tactic to generate awareness for women with family lives within apartment complexes. It is also a great way for generating more traffic where it matters for La Maison target audience.
Campaign Roadmap
Budget Spending
Evaluation
Interim Evaluation
To control our outcome and check the effectiveness of the campaign, we will evaluate number of outputs every month during our campaign. Keeping track with the online activities through Facebook statistics (followers, likes, shares, comments, interactions) and total sales, while also checking the in-store activities per activity, then sum up measurements each month
Post Evaluation
In order to measure our success of our objectives of reaching:
-
Facebook statistics (followers, likes, shares, comments, interactions)
-
To measure success of our objectives to gain 40% increase in sales comparing to the previous for La Maison De Senteurs collection and what people talk about Marks & Spencer online through:
-
Social listening tool
-
Online/ offline survey
-
In-depth interviews and focus groups
-
Success of exposure of La Maison can be measured through sales from signage, PR articles, Facebook promotion
References
Euromonitor International (2016). Consumer Lifestyles in Vietnam. Country Profile: Vietnam. [online] Euromonitor International. Available at: http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/portal/analysis/related. [Accessed 6 Apr. 2018].
Euromonitor International (2017). Beauty and Personal Care in Vietnam. Country Profile: Vietnam. [online] Euromonitor International. Available at: http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/portal/analysis/tab [Accessed 6 Apr. 2018]
Euromonitor International (2018). Marks & Spencer Plc in Retailing (United Kingdom). Local Company Profile. [online] Euromonitor International. Available at: http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/portal/analysis/related [Accessed 6 Apr. 2018].
FTA Research, (2011). 5/2011: Hành vi và lối sống của người tiêu dùng nữ trung niên thu nhập cao (tuổi 30 – 55). [online] Available at: http://www.ftaresearch.com/vietnamese/tin-tuc/52011-hanh-vi-va-loi-song-cua-nguoi-tieu-dung-nu-trung-nien-thu-nhap-cao-tuoi-30-55.html [Accessed 6 Apr. 2018].
Metcalfe, J. (2016). aromatherapy-blog - Essential oil of the month - Mimosa. [online] Baseformula.com. Available at: https://www.baseformula.com/blog/essential-oil-of-the-month-mimosa. [Accessed 5 Apr. 2018].
Organic Facts. (n.d.). 13 Amazing Benefits of Orange Essential Oil | Organic Facts. [online] Available at: https://www.organicfacts.net/health-benefits/essential-oils/orange-essential-oil.html. [Accessed 5 Apr. 2018].
Organic Facts. (n.d.). 13 Amazing Benefits of Orange Essential Oil | Organic Facts. [online] Available at: https://www.organicfacts.net/health-benefits/essential-oils/orange-essential-oil.html.
Organic Facts. (n.d.). 10 Amazing Benefits of Lemon Oil | Organic Facts. [online] Available at: https://www.organicfacts.net/health-benefits/essential-oils/health-benefits-of-lemon-oil.html. [Accessed 5 Apr. 2018].
Organic Facts. (n.d.). 7 Surprising Benefits of Petitgrain Essential Oil | Organic Facts. [online] Available at: https://www.organicfacts.net/health-benefits/essential-oils/health-benefits-of-petit-grain-essential-oil.html. [Accessed 5 Apr. 2018].
Organic Facts. (n.d.). Lemon Verbena Oil: Benefits & Uses | Organic Facts. [online] Available at: https://www.organicfacts.net/lemon-verbena-oil.html. [Accessed 5 Apr. 2018].
Qandme.net. (2015). Khảo sát về việc sử dụng các dịch vụ làm đẹp của phụ nữ Việt Nam - Báo cáo nghiên cứu thị trường. Available: https://qandme.net/vi/baibaocao/Khao-sat-ve-viec-su-dung-cac-dich-vu-lam-dep-cua-phu-nu-Viet-Nam.html. [Accessed 4 Apr. 2018].
Vinaresearch. (2012). Chăm sóc sắc đẹp ở Spa | Vinaresearch. Available: https://vinaresearch.net/public/news/576-Cham_soc_sac_dep_o_Spa.vnrs. [Accessed 4 Apr. 2018].
Vietnam Briefing. (2014). Marks & Spencer to Join Vietnam Retail Market Competition - Vietnam Briefing. [online] Available at: http://www.vietnam-briefing.com/news/marks-spencer-join-vietnam-retail-market-competition.html/. [Accessed 3 Apr. 2018].