(Tiểu Luận) English For Business Communicating (2022-2023) Final Assignment Group Work.docx

HANOI METROPOLITAN UNIVERSITY
FACULTY OF FOREIGN LANGUAGES

ENGLISH FOR BUSINESS COMMUNICATING (2022-2023)

FINAL ASSIGNMENT:
GROUP WORK
Group
Student’s name

: 03
: Nguyen Thi Nhat Linh – 219601126
Le Ngoc Lan – 219601125
Tran Thu Phuong – 219601135

Class

: NNAD2019B

Course instructor

: Trinh Phan Thi Phong Lan (M.A)

Hanoi, 1st November 2022


TABLE OF CONTENTS
PART 1: INTRODUCTION................................................................................... 3
1. About our group members ......................................................................... 3
2.Our ideas for Marketing Campaign .......................................................... 3
2.1. Our company .............................................................................................. 3

2.2. Our ideas..................................................................................................... 4
PART 2: OUR START-UP PROPOSAL.............................................................. 5
1. Introduction on Marketing Campaign proposal ..................................... 5
2. The sector and the product(s) .................................................................... 5
2.1. Product Segment ........................................................................................ 5
2.2. Customer Segmentation ............................................................................. 5
3.The Marketing Mix analysis ...................................................................... 6
3.1. Product........................................................................................................ 6
3.2. Price ............................................................................................................ 7
3.3. Place ........................................................................................................... 8
3.4. Promotion ................................................................................................... 9
4. The marketing tools ..................................................................................... 10
5. The advertising activities/ channels ............................................................ 12
5.1. Video Advertising .................................................................................... 12
5.2. Social Media ............................................................................................. 12
5.3. Email ........................................................................................................ 13
6. Why our Marketing campaign is significant and valuable? ..................... 14
REFERENCES...................................................................................................... 16

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PART 1: INTRODUCTION
1.

About our group members

-

Nguyen Thi Nhat Linh: Marketing Director

-

Le Ngoc Lan: Media & Digital Manager

-

Tran Thu Phuong: Market Manager

2.

Our ideas for Marketing Campaign
2.1. Our company
Beauty of Youth is a company specializing in the distribution of perfume

products extracted from natural sources, bringing a gentle, comfortable, and
refreshing feeling to the user.
Our company was established in June 2021, and as the name suggests,
we wish to bring a new breeze of youth to customers and become a successful
brand in the beauty industry in Vietnam.
Inspired by the novel “Perfume: The Story of a Murderer,” we believe that
perfume is an integral part of this life. Like Patrick Suskind once said:
“Odors have a power of persuasion stronger than that of words, appearances,
emotions, or will. The persuasive power of an odor cannot be fended off, it enters into
us like breath into our lungs, it fills us up, imbues us totally. There is no remedy for it.”

-

Our logo:

-

Our slogan: Let the fragrances come to your world

-

Our website: />
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2.2. Our ideas
Fabrizio Freda, General Manager of Estée Lauder Perfume, once said:
“The new generation really looks at fragrances as a wardrobe but not
anymore as a personal signature.”
Millennials didn't want mass-market fragrances, and celebrity scents - once a
vibrant part of the industry - have fallen into decline. while handmade perfumes are
on the rise. As we can see, millennials don't want to smell like Justin Bieber or Britney
Spears anymore - they want the smell of a smoky fireplace or old lipstick. And they
don't want to wear the same perfume every day.
Therefore, our idea is to design fragrances with freshness, diversity, and closeness,
which are also our top criteria in expanding the perfume market in Vietnam.

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PART 2: OUR START-UP PROPOSAL
1. Introduction on Marketing Campaign proposal
Our campaign is called The Art of Gifting. We are launching a new
collection with three new fragrances.
In this campaign, we want to send a message: "The meaning of gifts"

A gift is not just an exchange of tangible goods; it is a way to show someone you care

– whether it be a loved one, a friend, a partner, or even just yourself.
To make this collection with holiday vibes and feelings of love in mind, we envisioned
the ideal item to be a pleasant candle that unites people and opens hearts.

2. The sector and the product(s)
2.1. Product Segment
In our studies of today's
perfume market, we received
500 responses expressing
interest in new
rather

than

fragrances

mass-market

fragrances, with the number of
people between the ages of 20
to 40 accounting for a large
amount of interest with more
than 80% of the total survey respondents.
Therefore, we believe that focusing on combining new fragrances will help
us successfully build a brand in the beauty market in Vietnam.
2.2. Customer Segmentation
In the current customer segment, we focus mainly on female customers, aged
from 20 to 40. Most are students, have no stable income or low-income office workers

interested in the beauty industry. In this campaign, we will focus on expanding the
customer segment, products suitable for both men and women.

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3.

The Marketing Mix analysis 3.1. Product
Based on the consumer market survey, we have received positive

feedback as customers enjoy fresh and floral scents accounted for 80%, the rest
are oriental and woody fragrances.

As you know, floral scent is romantic, light and sweet scent (e.g. Lavender,
Rose, Jasmine, Tuberose, Orange Blossom (Male)) while fresh scent makes you feel
revitalizing, uplifting and herbal (e.g. Lemon, Orange, Bergamont).
In this campaign, we will launch three new fragrances with a combination of floral
and fresh scents with the themes of home, friends and love yourself respectively.
a)

Home theme Fragrance: Merry & Bright
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Fragrance Description: Conjuring the pure delight of whimsical holiday magic, Merry

& Bright swirls sugary visions of cool, crisp peppermint sticks with snowy
crystals for a wintry aroma that's all together warm and fuzzy.
b)

Love yourself theme
Fragrance: Beleaf in Yourself
Fragrance Description: Bright, floral accords of rose and cherry blossom

blend with warm notes of anise, patchouli, and vanilla for a fragrance
experience that's truly unforgettable, just like you!
c)

Friends theme Fragrance: Getting closer

Fragrance Description: Vibrant fresh green notes combined with succulent
fruits including peach, apricot, melon and apple shimmer over an exquisite floral
heart of jasmine and rose. A subtle musk base provides just the right note of
playful sensuality that helps bind relationships together, like friendship, love.
3.2. Price
The price trend of branded perfume products increases due to scarce raw
materials and increasing consumer demand.
In our research, 85% of survey respondents say they usually invest less than 30 million
VND in UCTs per year. They will invest approximately 2 million VND per month, which is
the same price as a 50-ml bottle of perfume from a high-end brand such as Dior.

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In our product branding strategy, with our target audience as mentioned
above, we focus on producing 20- and 50-ml products at less than half the price
of high-end fashion brands in order to meet today's consumer demand: many
fragrances with reasonable prices and guaranteed quality.
3.3. Place

We are running a store in Ba Trieu Street, where many young customers
are and where many shoppers are. According to NPD perfume market statistics,
74% of customers tend to prefer to buy in-store so that they can sample the
product in person when choosing a product.
However, after the COVID pandemic, consumer demand also changed quite a lot.
Due to the days of social isolation, stores were closed, so consumers had to switch to
buying goods through social networking sites such as Facebook, Instagram, etc. or other ecommerce platforms such as Shopee, Lazada, and more recently, Tiktok Shop.

This marked change is partly due to the fact that young people use phones a
lot. Besides the trend of convenient and fast payment and many promotions, ecommerce payment through online shopping is developing strongly.

For this reason, our company focuses on developing an online store
based mainly on the needs of our customers.

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3.4. Promotion

According to our survey, the majority of customers (more than 50%)
prefer free shipping.
For example: Between the 2 options:
▪

Option 1: With a bill of 300,000 VND and free shipping

▪

Option 2: A bill of 270,000 VND plus + 30,000 VND shipping fee Customers tend to

choose the option 1 with the free shipping
Free samples came in second, accounting for approximately 25% of the total.

For example, customers who spend more than 300,000 VND can receive a
free sample (wwhen buying directly from the store) from a new collection or new
scents, giving them the opportunity to try more and more products while also
encouraging them to spend more. Furthermore, our company also has some
advertising activities to interact with the brand on social media (liking, sharing)
to receive an e-voucher when they buy our perfume. more than 300,000 VND.
Discount vouchers and small gifts take nearly the same proportion, with 10%

For example, on special occasions such as Black Friday, Christmas, a customer’s
birthday, etc. The customers can receive special discount vouchers worth 30%, 50%,
or small gifts with the limited collection (free gifts if the customers buy new product in
the collection) => Encourage customers to buy new products because of its limitation
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Furthermore, our company also has some advertising activities to interact
with the brand on social media, such as liking and sharing, to receive an evoucher when they buy our perfume. With the e-voucher, customers can use it
when they order online, and they can receive a free sample with their order.
In this new collection, our brand decided to sell products in limited quantities.
This will stimulate customers to buy products because of the uniqueness and
limitedness of these product
Creating ads for social media and e-commercial platforms
The Beauty of Youth also focuses on creating ads for Facebook, Instagram,
Shopee, and Lazada, which are the four main platforms.
Moreover, Youtube is also the best advertising choice we want to use
Updates to Google’s advertising resources indicate that YouTube had 62.50 million
users in Vietnam in early 2022. This figure means that YouTube’s 2022 ad reach was

equivalent to 63.4 percent of Vietnam’s total population at the start of the year.
To put those figures in perspective, YouTube ads reached 86.7 percent of Vietnam’s
total internet user base (regardless of age) in January 2022. At that time, 49.5 percent of
YouTube’s ad audience in Vietnam was female, while 50.5 percent was male.

For this reason, we also want to run ads on YouTube and make clips to
introduce our new collection and perfume. We believe that by delivering through
images and videos, it can be more attractive and closer to the customers.
4. The marketing tools
In our marketing campaign, we focus on a hybrid distribution channel: a combination
of stores selling and simultaneously providing goods to customers through e-commerce
platforms such as Shopee, Lazada, Tiki, and our official website…
Thereby, the following are the tools that we will use in this campaign to answer two
main goals. The first one is increasing brand awareness and interaction on channels like

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Facebook, Instagram, Youtube and Tiktok. The second one is supporting the
website to always be at the first result on Google by using SEO Marketing
Tools.
The software we choose to be able to handle problems on the above
commercial platform is Hubspot. The platform offers tools like CRM (Customer
Relationship Management), Social Media Marketing, Content Management,
Lead Generation, Analytics website (Web Analytics), SEO - search engine
optimization (Search Engine) Optimization, live chat with customers (Live Chat)
and customer service support tools (Customer Support).
There are two main functions that are suitable for our business. The first function is
that this tool plans content strategy and builds search authority for our company. To be
more specific, it discovers and ranks the topics that matter to you and your customers.

Besides, it also gets topic suggestions based on relevance, competition, and popularity, as
well as access to monthly search keyword data. The second function is reporting on our
business performance and ranks in search. Since it gets detailed reports from HubSpot’s
SEO Tools, ranging from what terms and topics people are searching for, to where your
website content ranks for any given search result.

For example, when you search for “Perfume” on Google, the first website
you see that says “Sponsor” is a site with SEO Marketing. (All-in-one MKT
inbound software for small & medium companies)

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5. The advertising activities/ channels 5.1. Video Advertising

YouTube
●

Advertisement Type: Video

●
Description of Ad: A 6 second advertising video which contains meaning
of project "The Art of Giving" with #bestgiftforwomen #Bestchristmasgift
●

Timeline: December 1st - December 22nd

●

Budget: 30 million VND

5.2. Social Media
Facebook

●
●

Advertisement Type: Image
Description of Ads:
A custom-made image by our design team, featuring a photo of our app’s interface.

The copywriting team will produce ad copy to support, and the ad will link to
the app store.
●

Timeline: November 22nd-December 22nd

●

Budget: 3 million VNDs
Instagram

64% of fragrance consumers say Instagram influenced their fragrance
purchases. This is driven heavily by Gen Z and Gen X
●

Advertisement Type: Image

●

Description of Ads:

A custom-made image by our design team, featuring a photo of our app’s interface.

The copywriting team will produce ad copy to support, and the ad will link to
the app store.
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-

Timeline: November 22nd- December 22nd

-

Budget: 3 million VNDs
5.3. Email

Email remains one of the highest conversion-rate marketing channels,
largely because it allows for personalization and has great reach.

When customers visit our website, a registration email will appear to help
those who are interested and interested in the company's products, will receive
the latest notifications, which will help us to attract more loyal customers.

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6. Why our Marketing campaign is significant and valuable
New brand image: our company believes that Beauty of Youth provides a light image
with a pleasant, warm, and appropriate scent for the holiday season this year, which is
suitable for our target customers (young generations and office workers), who will prioritize

the youthful, new, and unique, from scent to product packaging design.

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Compared with big brands, BOY believes that we are doing a great job
conveying the meaning and message behind the perfume bottles. We believe that by
using the scent bottle of Merry & Bright (Home collection) or Beleaf (Yourself &
Friends collection), which carries the significant message behind the fragrance, we
can add value not only to the products but also to the deep insight.

The price is suitable for the size of the bottle to meet the consumer needs
of customers. Products with gentle fragrances are suitable for many different
personalities, ages, and genders. For this reason, we can remain the customers
range and even that expand the customers numbers in the future.

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REFERENCES
13 Best SEO Tools For Digital Marketers In 2023 (Free & Paid) (2022). Available at:

/>Celhay, F. and Magnier, L. (2017) Representations of women and brand positioning
at Christian Dior. Available at: />Commercial Analysis of Miss Dior - 819 Words | Internet Public Library (no date).
Available at: />
FKJ5QMHEACFR.
Gore, S. (no date) English for Marketing and Advertising.pdf. Available at:
/>Kemp,

S.

(2022)

Digital

2022:

Vietnam.

Available

at:

/>Nguyen, M.-N. (2022) Social media in Vietnam - statistics & facts. Available at:
/>The NPD Group/Fragrance Consumer (2021) The Fragrance Rebound. Available at:

.
What Is a Distribution Channel in Business and How Does It Work? (2022). Available at:

/>
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