develop integrated marketing communications program love beauty and planet

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Lecturer : TRAN TUYET MINH

PREPARED BY :

LE PHUONG LIEN

BUI MINH TIEN TRAN THANH HUYENNGUYEN LUU CHIEN THANG

LUONG THANH THAO

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Table of Contents

Introduction………...02 Company

Product Objectives

Internal analysis External analysis1.

2.Analysis of Promotional Program Situation………11

3. Analysis of Communication Process………..…16 4. Develop Integrated Marketing Communications

Program...19

5. Budget Determination……….29 6. Evaluate promotional program results/effectiveness. 32 7. Conclusion………33

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Unilever is a British multinational company that supplies adiversity of products about foodstuff and beauty care. Unileverbranches are distributed on over the world. In Vietnam, theUnilever market is one of the eventful segmentations, in detail,Vietnam consumers would love to have an experience onUnilever product chains.

Love Beauty and Planet is a branch of Unilever that standsfor vegan products. The name conveys a message which doesnot only make consumers more beautiful but also joins handsto go down negative impacts on the environment (Trinh, 2019).Love Beauty and Planet product chains include hair shampoo,hair conditioner, body shampoo, toothpaste, and body lotion.Beingproduced from organic ingredients, Love Beauty andPlanet is well-known for a trend of natural beauty care (Mint,2019). Vegan cosmetics seem to strange to some consumers.However, thanks to advertising techniques, Love Beauty andPlanet win the consumers’ hearts. Besides, in this dayand age,the products manufactured under Love Beauty and Planet'sname are one of the top options for buyers. Those products aresupplied to supermarkets, retail outlets. Besides, buyers are ableto buy on the Internet like Shopee, Lazada, or Tiki. LoveBeauty and Planet proposed goals that they want to achieve inthe near future such as responsible material source, wastelimitation, water save all of which take action because of theenvironment. As a result, Love Beauty and Planet is provingitself as a good choice for people who fall in love withconsuming products that consist of organic ingredients inorder to lead to beauty care more carefully and decreasedrawbacks about the environment

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Love Beauty and Planet is a vegan product line that does notuse ingredients derived from animals and does not test onanimals. By entering the market with products which are madefromeco-friendly ingredients, the reason why customers areattracted is nowadays people change theirmind by consumingenvironmental protection-oriented products (Stávková et al.,2008). Therefore, the rate of Love Beauty and Planetconsumption is registered a significant change. As a result, theprofit margin is widened and it is a foundation for Love Beautyand Planet to upgrade the product quality.

Although the definition of vegan products is quite strange tosome customers, these days people are used to consuming morethan those in the past (Morwitz, 2014). The distribution of LoveBeauty and Planet is quite popular to young segmentation.With marketing campaigns, consumers are approached andwiden their knowledge about vegan products (Satit et al., 2012).In fact, in the market about beauty, there are many branchesnot only domestic branches but also foreign branches, LoveBeauty and Planet have a fixed amount of customers.Throughout the study, Love Beauty and Planet awareness isevaluated and is able to conjecture the level of consumptionabout this product line, the business can plan strategies thatserve customer demandand push sales (Alvarez & Casielles,2005).

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They get to know our 6 goals for a betterfuture. They are on a long journey to make youand the planet more beautiful. And that startswith small but strong steps. Here’s what’s ontheir to-do list for the next 2 years.

OBJECTIVES

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Sourcing ingredients responsible

They feel happy about infusing their formulaswith several ingredients like lavender, ylang ylangand vetiver that come only from certifiedsustainable sources. However, some of theiringredients are still not there yet so they arecommitted that everything they use in ourproducts that is natural will be from certifiedsustainable sources by 2020.

Their bottles are their pride and joy! Not only do they carry thefragrant and indulgent formulas that work wonders on your hairand skin, but also because they make most of these beautifulbottles from 100% recycled plastic. While most of their bottles aremade with 100% recycled content, their caps and pumps are not.Yet. That’s why they’re committing to move all their caps andpumps to use at least 50% recycled plastic by 2020 and improve asthey go ahead. Fingers crossed, they will get there!

Reducing waste

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Saving water

They have some pretty brilliant scientists. Intheir goal towards making you and the planet alittle more beautiful, they designed rich, high-quality conditioners with fast-rinse conditionertechnology. Because it helps break down theconditioner faster when it comes in contact withwater, this patent-pending, fast-rinse technologycan help you save some water every time youshower4if you're mindful and go easy on the tap!While they have cracked this technology onconditioners, they don’t feel that’s enough, so theycommit to making 100% of our shampoos fast-rinse, too, by 2020.

They’ll always be transparent and open about their carbonfootprint and as part of that commitment they will not only disclosetheir annual carbon emissions through the production anddistribution of our products 3 and the calculations they take to getthere 3 but also self-impose a <tax= on the carbon they create whilemaking their products. Their goal to reduce our carbon footprint by20% before 2020.

They contribute $40 per carbon ton to a carbon tax fund whichthen supports programs that help to reduce carbon emissions andlandfill waste. They are working on partnerships that help use ourfund to encourage higher recycling rates and set up recyclingcommunities. While they encourage you to partner with us to give alittle more love to the planet by doing your small acts, they are alsodetermined to reduce the carbon emissions through consumer usethrough their commitment to new technologies and formats. Staytuned!

Counting our footprints with honesty

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Love beauty and people for the planet project

They believe in the potential and power of smallactions. Through their partnership with Ashoka,they are supporting the mission and vision of threeyoung environmental activists, enabling them tokeep working on their goals towards the planet. By2020, they commit to doubling their support forplanet lovers and to keep helping them transformtheir passion to impact.

Their love for beauty and the planet means they need to worktowards good products that make you look beautiful and give alittle love to the planet. They are committing ourselves to at least 3new product innovations by 2020 that enhance the beauty of yourhair and skin and those that continue our little acts of love for theplanet too.

To brave & benevolent beauty

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Love Beauty Planet's products are not really popular and are quite unknown to manypeople. The reason comes from customers not trusting, afraid to try new products and stillhaving doubts about product quality. In addition, on the issue of relatively high price, it alsoaffects their purchasing decision.

However, with confidence in the quality of the product, we affirm, the price of the productis extremely worth the money and worth it. The purpose of this project we want toemphasize not only on product quality but also on safety because the product is extractedfrom nature with a "dream" ingredient list and not tested on animals.

Moreover, according to a survey of our project team, the majority of customers (aged 35) prefer products with lots of soap bubbles (illustrated) because they think more foammakes washing their hair easier. should be easier and cleaner. Meanwhile, Love BeautyPlanet's shampoo products are quite foamy because the brand uses very few chemicalsand foaming agents, but the cleaning effect is not inferior to other products.

18-This project we want to completely solve that problem. Although the product produces littlefoam, it cleans very well and is extremely safe for your scalp (because it is completelyextracted from nature) and prevents scalp diseases even if you wash your hair many times.Through that, we want to convey the message "Don't hold back, Detox the life". Don'thesitate to use new products, keep trying and experimenting with our products. And beconfident in yourself, purify your life and turn a new page. That is exactly what we tell you.

PURPOSE OF OUR PROJECT

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In addition to gift sets such as sample kits for "girls"with many accompanying gifts, Love Beauty AndPlanet also offers a 20% discount on all products(except Body Lotion) to launch Duc Phuc's MV forthe campaign. product promotion translation,MVMV "Trái Đất Đẹp Nhất Khi Có Em" The brand itself is a hair care product for

women, so special mothers' days orwomen's honor days are specialopportunities for "Love Beauty And Planet"promotions. For example, on InternationalWomen's Day 8/3, Love Beauty And Planetgives "girls" a luxury gift box when buyingany 2 products of the brand (except HairMask) or on Mother's Day. All products arediscounted up to 27% with the message"Happy Mother's Day, send 100% love topeople"

Thoroughly apply the price strategy whenthe brand always offers many attractiveincentives such as up to 41% discount onproducts and an additional 30K discountfor Unilever orders from 499K. Not onlythat, programs like GET 10 Special BeautyGift sets worth 700K for the top 10Unilever Beauty & Personal Care ordersfrom 499K.

INTERNAL ANALYSISPROMOTIONAL/

MARKETING DEPARTMENTORGANIZATION

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The ability of the company inimplementing promotional programsPromotions of "Love Beauty and Planet"are mainly applied at the point of salesuch as shopping malls or direct sellingpoints. In addition, the promotion is alsoapplied when buying online on onlineshopping platforms (shopee, lazada, ...)

58% of users always search forinformation on the Internet beforebuying a certain beauty product. 58% ofusers will trust a product line when it isrecommended by an influence.Therefore, promotions are integrated byKOLS, Influencers and have discountcodes to motivate users to buy products.

FIRM’S ABILITY TO IMPLEMENTPROMOTIONAL PROGRAM

Firm’s ability to

implement promotionalprogram

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AGENCY EVALUATION ANDSELECTION REVIEW OFPREVIOUS PROGRAMRESULTS

The customer appreciation programs and promotionsthat take place all have strengths and weaknesses. Totalk about strengths, promotions at the right time tothank women, holidays are timely and capture thepsychology of female customers who want to rewardthemselves with a gift or even a gift. Suggested gifts formen when thinking of gifts to give to their mother orgirlfriend. Those promotions, to say the right catch thetrend and timely. With product discounts, users tend towant to buy more, because compared to the commonground, the "Love, Beauty and Planet" product line has ahigher price than other shampoo lines. , because theproduct is natural, does not contain too much foamingchemicals, is not tested on animals and promotes theprotection of nature and the earth.

Besides the strengths, there are still weaknesses such as thesmall customer segment. Mainly, these promotions arestrongly held in commercial centers and supermarkets.Today's trend is that young people often buy on onlineplatforms because they have little time to go to thesupermarket.

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Consumer behavior analysis

Consumer behavior is the study of decisions madeby individuals, groups and organizations regardingthe selection, acquisition, use, and disposal ofgoods, services, ideas or experiences in order tosatisfy their needs. their needs and desires.About the social factor

- Community: As a verbal communication, it can besaid that this is a form that has a lot of influence onconsumers' buying behavior. (LBP hasaccompanied the Kols and according to research,58% of users. Will trust to use a product line whenrecommended by an influence)

Social network: A place to gather communities via the Internet. (LBP used communication channels, commerce sites)

e-About the personal factor :

LBP has greened its products to conquer young customers from 18-35 years old with different looks andpersonalities, oriented products in a way of life that loves nature, protects the earth - the ideal is quite suitablefor the present time. now, has great influence.

About the psychological factor

Love Beauty and Planet shampoo products have focused on scalp safety, low foaming, all-natural ingredients.According to the group's survey, 17.6% of consumers when it comes to shampoo will remember Love Beautyand Planet products, the product recognition is still quite low. Therefore, when recommending this product,shoppers will often compare LBP shampoo with other brand shampoo products in their memory. Afterpurchase, they will have a review after testing and comparing the function with other shampoos to decidewhether to return to continue buying Love Beauty and Planet shampoo or not.

On the other hand, consumers who care about the environment and health are more likely to look for friendly products, including shampoos. They will search for shampoos with the above attributes, consideroptions and make a purchase decision.

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3 market segmentation criteria:

Segmentation by geographical criteria

By province, city: Because Love, Beauty and Planethas a relatively high price, the brand focuses oncustomers living in big cities and urban areas dueto their fairly high income.

Towards comprehensive hair care and care withdamaged hair, smoothing hair all day long,active>LBP tends to young, dynamic, and short-livedgirls. Based on the above research, we can see thatLove, beauty and Planet is positioning the market bytargeting women, the same product group as haircare shampoo/conditioner and targeting the earth,using products from nature.

Market positioning

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Digital marketing, also called online marketing, is the promotion of brands to connect withpotential customers using the internet and other forms of digital communication. This includesnot only email, social media, and web-based advertising, but also text and multimedia messagesas a marketing channel,..

Love Beauty and Planet also launched the filter "lovebeautyandplanet" on Instagram andFacebook platforms to increase interaction and communication effects. Share on tiktok platformsthe videos of beauty bloggers about product experiences and reviews. In addition, environmentalprotection campaigns are widely spread everywhere where the brand is present. Although thebrand is relatively new, only about three years old, it is already present in more than 40 countries.The brand has found that some consumers have begun to change their buying habits byincorporating more sustainable product options. With campaigns to go green together stronglytransmitted through media channels, Love Beauty and Planet has seen these consumer changesas an opportunity to offer more choices to consumers on the go. their own personal sustainabilityprogram.

The D2C e-commerce model provides important data to analyze and understand customerpreferences. Understanding customer psychology is an opportunity for businesses to approachcustomers face-to-face and implement personalized communication campaigns.

The AI Bot tool to create 2-second videos with personalized content to thank customers is thehighlight of the success of the campaign "The most beautiful earth when have you" initiated byUnilever's Love Beauty and Planet brand in association with T&A Ogilvy on the occasion of October20, 2020. In addition, the brand also collaborated with KOLs to create a special song for women.with social networking activities. Since then, the campaign has contributed to a 3.5 times increasein brand awareness with nearly 280 thousand interactions, more than 5.4 million views on socialnetworks and above all, achieved a revenue increase of 51% compared to with the previousquarter.

Data collected from interactions on e-commerce platforms can be valuable in many ways, such asa live personal data file that allows brands to follow and support customers through channels.communication channels such as email or messenger, then bring consumers to the bottom of themarketing funnel, establishing brand loyalty.

Campaign: Don't hold back, detox the life" will deploy each sold product bottle will have a QRCODE corresponding to each song dedicated to each customer who owns the product of "LoveBeauty and Planet".Creating dances on the background of the song "" Summer"" on the tiktokplatform

DIGITAL/INTERNETMARKETING

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