MK19B_Group6_MKT101_Present Group Assignment

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MK19B_Group6_MKT101_Present Group Assignment

TABLE OF CONTENT

1. Executive Summary page 2 6. Recommendations page 13

2. Introduction page 3 7. Implementation Plan page 18

3. Company Background page 5 8. Conclusion page 21

4. SWOT Analysis page 10 9. References page 22

5. Current Marketing Strategy Analysis page 11

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1.EXECUTIVE SUMMARY

Purpose of the report

This report evaluates and proposes improvements for
Lemonade.vn's current marketing strategy. It aims to analyze the
effectiveness of current activities and provide recommendations for
future optimization.

Key findings and recommendations

Effectiveness: Online and offline advertising campaigns are
effective. Customer interaction on social media is strong.
Recommendations: Enhance online advertising, develop high-quality
content strategies, and improve customer experience across
channels.

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2.INTRODUCTION

Introduction to the selected company

Lemonade.vn is a renowned Vietnamese cosmetics brand specializing in
stylish and diverse women's fashion products. Its mission is to empower
women with confidence and style, cultivating a loyal customer
community interested in the latest trends.
Overview of the company's current marketing strategies
Lemonade.vn focuses on social media and e-commerce platforms,
using digital and offline campaigns to increase interaction and build
brand reputation.
Objectives of the report
The report aims to assess the effectiveness of Lemonade.vn's current
marketing strategies and propose improvements to optimize
advertising campaigns, enhance customer interaction, and expand into
potential markets.

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History and Background of Lemonade Cosmetics:

Lemonade Cosmetics is a Vietnamese cosmetics
brand, founded in 2018 by Makeup Artist Quach Anh.

Background:
Awareness of beauty: As a professional makeup artist,
Quach Anh has the opportunity to interact with and
apply makeup to many Vietnamese women. She
COMPANY BACKGROUND realized that many Vietnamese women do not realize
or are not confident about their natural beauty.

Lemonade was born with the desire:

Changing stereotypes: Helping Vietnamese women
recognize and be confident in their natural beauty.
Popularizing makeup: Providing easy-to-use makeup
products specifically designed for Vietnamese
women, making makeup easier and more popular.

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3.COMPANY BACKGROUND
Overview of products and services:
Concerned because the cosmetic
products on the market are not really
suitable for Vietnamese women, so
when starting to research Lemonade,
MUA Quach Anh and the Lemonade
team spent a lot of time and effort to
research Lemonade. Learn about
climate characteristics, skin color, skin
type, and facial structure of
Vietnamese people.
From there, we developed oil-
controlling and long-lasting product
lines suitable for hot and humid
weather or colors suitable for
Vietnamese people's yellow skin tones.

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Market position and target audience:

Lemonade mainly sells products focused on
e-commerce platforms such as Tiktok shop,
Tiki, Lazada, Shoppe.
Customer Segmentation Analysis of
Lemonade Cosmetics
1. Demographic Segmentation
Age: 18-35 years (primary), 36-45 years
(secondary)
Gender: Female
Income: Middle to high income
Occupation: Office workers, students,
beauty professionals, artists
2. Geographic Segmentation
Region: Major cities (Hanoi, Ho Chi Minh
City, Da Nang)
Climate: Hot and humid regions

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3. Psychographic Segmentation
Lifestyle: Modern, confident women who
care about beauty
Values and Attitudes: Emphasize natural
beauty, prefer safe and high-quality
products
4. Behavioral Segmentation
Usage Rate: Frequent daily makeup
users, loyal customers
Benefits Sought: Products suitable for
Vietnamese skin and climate, easy to use,
oil-controlling, long-lasting
Usage Occasions: Daily use and
important events

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MICRO AND MACRO ANALYSIS OF LEMONADE COSMETICS

1. Microenvironment Analysis
1.1 Suppliers
Quality of Supply: Lemonade needs to ensure high-quality raw materials to produce safe and effective cosmetics.
Supply Partners: Building good relationships with local and international suppliers to maintain stability in raw
materials and production costs.
1.2 Customers
Target Customer Group: Women aged 18-35, primarily in major cities.
Customer Satisfaction: Focus on providing high-quality products and excellent customer service to maintain and
enhance loyalty.
1.3 Competitors
Domestic Competitors: Local cosmetic brands like O’hui, Cocoon, and Korean cosmetic brands present in Vietnam.
International Competitors: Globally renowned cosmetic brands such as L'Oreal, Maybelline, and MAC, competing on
quality and price.
1.4 Distributors
Distribution Channels: Mainly through e-commerce platforms like Shopee, Lazada, Tiki, and cosmetic stores.
Distribution Strategy: Optimize distribution channels to ensure products reach consumers quickly and conveniently.
1.5 Public
Local Public: Building a positive brand image through social and environmental activities.
Media: Effectively using media to promote the brand and products.

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MICRO AND MACRO ANALYSIS OF LEMONADE COSMETICS

2. Macroenvironment Analysis
2.1 Economic Factors
Economic Growth: The development of Vietnam's economy creates favorable conditions for the cosmetics industry.
Consumer Income: Increased consumer income leads to higher spending on beauty products.
2.2 Political and Legal Factors
Cosmetic Regulations: Complying with Vietnamese and international regulations on cosmetic production and
distribution.
Trade Policies: The impact of trade policies on the import of raw materials and export of products.
2.3 Social Factors
Beauty Trends: Changes in beauty trends and consumer preferences require continuous innovation.
Health Awareness: Consumers are increasingly concerned about safe and environmentally friendly beauty products.
2.4 Technological Factors
Production Technology: Applying advanced production technologies to improve product quality.
E-commerce: The development of e-commerce enables Lemonade to expand the market and effectively reach
customers.
2.5 Environmental Factors
Environmental Protection: Using environmentally friendly materials and committing to environmental protection in
the production process.
Climate Change: The impact of climate change on raw materials and production processes.

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4.SWOT
Weaknesses of the current marketing
Strengths of the currentmarketing strategy
strategy
Local knowledge: Deep understanding of skin types
Limited product range: Compared to global
and beauty preferences of Vietnamese people,
competitors, product range may be smaller.
thereby offering suitable products.
Brand awareness:
Founder's reputation: Founded by famous Makeup
Resource constraints: Limited financial and
Artist Quach Anh, creating more prestige and trust.
operational resources to scale up quickly.
Product quality.
Market penetration.
Brand identity.
Customer loyalty

Threats to the current strategy

Fierce competition: Fierce competition from domestic
Opportunities for improvement and international cosmetic brands.
Market expansion Economical factors
Product diversification. Market saturation.
Digital marketing. Consumer trends: Beauty trends and consumer
Cooperation and Partnership. preferences change rapidly, requiring continuous
Export potential: Expand to other Southeast Asian innovation.
markets with similar beauty standards and needs. Change regulations

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5. CURRENT MARKETING ST
RATEGY ANALYSIS

Product Strategy
Product features: Featured products include lipstick, foundation, blush and
other products designed specifically for Vietnamese women.
Product quality: Highly appreciated for its quality, with ingredients that are
safe and do not cause skin irritation.
Personal brand: Makeup Artist Quach Anh's popularity helps create trust
and prestige for the product.

Pricing Strategy
Competitive pricing: Lemonade sets product prices at an average
level. The average price of products ranges from 79 thousand to
650 thousand.
Promotion strategy: The company regularly has discount and
promotion programs to attract customers and increase sales.

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Distribution Strategy
Online channel: Lemonade Cosmetics mainly sells products through its website and e-commerce
platforms such as Shopee, Lazada, Tiki.
Retail channels: Lemonade products are available at major cosmetic stores and supermarkets in
major cities.

Promotion Strategy
Social media advertising: Lemonade uses platforms like Facebook, Instagram, and TikTok to
promote products, with creative content and makeup tutorials.
Cooperate with KOLs and Influencers: Use KOLs and Influencers in the beauty industry to
introduce products and increase credibility.
Loyalty Program: Lemonade has a loyalty program to retain customers and increase loyalty.

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6.RECOMMENDATIONS
1. Improve Product Strategy 2. Improve Pricing Strategy
Product diversification. Market penetration pricing strategy.
Seasonal product development. Value-based pricing strategy.
Improve product quality.

3. Improve Distribution Strategy 4. Improve Promotion Strategy

Expand online distribution channels. Increase advertising on social networks.
Develop traditional retail channels. Customer loyalty program.
Cooperate with salons and spas. Organize events and workshops.

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6.RECOMMENDATIONS
1. Improve Product Strategy
Product diversification: Expand product portfolio to include product lines such as skin care, hair care, and
perfume. This not only meets the diverse needs of customers but also increases competitiveness in the
market.

Seasonal product development: Create limited seasonal product collections or special occasions such as
Tet, Women's Day, to help increase customer interest and purchases.

For example: Given the cold, dry climate in winter, Lemonade's lipstick products may consider adding some
ingredients to the lipstick to help women buy lipstick without worrying about their lips being damaged. dried.
So you should add some ingredients like:
+ Natural essential oils: Olive essential oil, aloe vera essential oil, almond oil, shea butter,... These essential
oils all have certain strengths but they all help take better care of your lips .
+ Ingredients that provide moisture: Aloe vera, grapes, coconut oil, honey, cucumber, almond oil,... are all
ingredients with very good moisturizing ability.
Improve product quality: Invest in research and development (R&D) to improve product formulas, ensure
quality and safety for users.

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6.RECOMMENDATIONS
2. Improve Pricing Strategy
Market penetration pricing strategy: Offer competitive prices to attract new customers and gain market
share, especially when expanding into new regions or new customer segments.

Currently, the company has a stable price suitable for the current period, helping the product penetrate the
market well and compete with competitors who are in the same stage of product introduction as themselves.
The company can research a number of strategies to prepare for the next stage to gain a good competitive
position in the market. If the company produces different designs and packaging, it should set different
prices.
For example, if you produce more mini lipsticks because the volume is smaller, the price must be cheaper
than normal lipsticks.

Value-based pricing strategy: Pricing products based on the value customers receive instead of solely on
production costs, helps increase recognition of product quality and value.

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6.RECOMMENDATIONS
3. Improve Distribution Strategy
Expand online distribution channels: Strengthen cooperation with major e-commerce platforms such as
Shopee, Lazada, Tiki, as well as develop own websites and mobile applications for more convenience for
customers.
Develop traditional retail channels: Increase presence at cosmetic stores, supermarkets, and shopping
centers nationwide so customers can easily access and experience products.
Cooperate with salons and spas: Provide products to salons and spas, help promote products and
increase credibility through referrals from beauty experts.

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6.RECOMMENDATIONS
4. Improve Promotion Strategy
Increase advertising on social networks: Use platforms like Facebook, Instagram, TikTok to promote
products and interact with customers. Create makeup and skin care tutorial video content to attract and
retain customers.
Customer loyalty program: Build customer loyalty programs with special offers, points to redeem gifts, and
discounts exclusively for long-time customers.
Organize events and workshops: Organize live makeup sessions and product instruction workshops for
customers to experience and feel the products right on the spot.

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7. IMPLEMENTATION PLAN: JUNE - DECEMBER 2024

Duration
Strategies Tactics Detailed Account June July August September November December Frequency
(total)

Research and
development to ✓ ✓ ✓
enhance products

1. Product Product Inspect and

✓ ✓ 3 months Monthly
strategy improvement sample products

Packaging
✓
redesign

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7.IMPLEMENTATION PLAN: JUNE - DECEMBER 2024

Detailed Duration
Strategies Tactics June July August September November December Frequency
Account (total)

Market
✓
research

Analyze
2. Pricing Product
competitor ✓ 3 months Monthly
strategy improvement
s

Pricing
strategy ✓
consulting

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MK19B_Group6_MKT101_Present Group Assignment

7.IMPLEMENTATION PLAN: JUNE - DECEMBER 2024

Detailed Duration
Strategies Tactics June July August September November December Frequency
Account (total)

Enhancing
3.Distribution
marketing ✓ ✓ ✓ ✓
strategy
access

4 months Monthly
Increase
promotion on
4.Promotion
social ✓ ✓ ✓ ✓ ✓ ✓
strategy
networking
platforms

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8. CONCLUSION

Based on the proposed marketing strategies, LEMONADE can enhance its

business effectiveness and expand its market presence in the cosmetics
industry.

Combining these strategies will help LEMONADE expand its market share,
strengthen its position in the market and build sustainable relationships with
customers, thereby achieving success in the competitive cosmetics industry.

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9. REFERENCES

Lemonade.vn. (n.d.). Available at: https://www.lemonade.vn/

Kotler, P., & Keller, K. L. (2015). Marketing Management. Pearson Education.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education.
Stern, L. W., El-Ansary, A. I., & Coughlan, A. T. (2011). Marketing Channels. Pearson Education.
Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management.
Journal of Marketing, 69(4), 167-176.

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THANK
YOU