Public Relation Plan_final plan

 2021

PUBLIC RELATION
PLAN

Tay Du Ky Team


ĐÂY LÀ BÀI TẬP GIẢ ĐỊNH CỦA
MÔN HỌC QUAN HỆ CƠNG CHÚNG
HỌC KÌ I NĂM 2019 – 2020

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Group members

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TABLE OF CONTENTS
TABLE OF CONTENTS ............................................................................................................... 3
BACKGROUND ............................................................................................................................ 5
COMBO ESSENTIALS SKINCARE............................................................................................ 6
I. Target audience ........................................................................................................................ 7
1.1

Demongraphic: ............................................................................................................... 7

1.2

Geographic: .................................................................................................................... 7

1.3

Psychographic:................................................................................................................ 7

1.4

Behaviors: ....................................................................................................................... 7

II.

Objective ............................................................................................................................... 8

III.

Message of whole plan ......................................................................................................... 9

IV.

SWOT Analysis .................................................................................................................... 0
4.1

Strengths ......................................................................................................................... 0

4.2

Weaknesses ..................................................................................................................... 0

4.3

Opportunities .................................................................................................................. 0

4.4

Threats ............................................................................................................................ 0

PR PLAN ........................................................................................................................................ 1
V.

Plan 1: Product Launch Press Conference ............................................................................ 2

1. Detail plan ............................................................................................................................. 2
2. Press release .......................................................................................................................... 4
3. Budget ................................................................................................................................... 8
4. Evaluation ............................................................................................................................. 8
VI.

SEO Plan ............................................................................................................................... 9

1. Purpose ................................................................................ Error! Bookmark not defined.
2. Support tools ....................................................................... Error! Bookmark not defined.
3. Key words ............................................................................................................................. 9
4. Preliminary plan .................................................................. Error! Bookmark not defined.
5. Detail plan ............................................................................................................................. 9
VII. Plan 2: Event “Duong Da Thuan Chay”................................................................................ 0
1. Detail plan ............................................................................................................................. 0
2. Press release ........................................................................ Error! Bookmark not defined.

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3. Budget ................................................................................................................................... 1
4. Evaluation ............................................................................................................................. 1
TOTAL BUDGET .......................................................................................................................... 3

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BACKGROUND
Cocoon – one of the Vietnamese cosmetic brands directly under Nature Story
Cosmetics Co., Ltd., impresses the most skin care believers in Vietnam. Cocoon
includes premium products for facial masks, lip balms and hair design with 100%
natural indgredients.

6 years before, Cocoon offically lauched to users with two main products: squash
extract and specialized shell extract, blurring bruise. Therefore, with the important
products about quality, Cocoon started to get a lot of user acceptance. But not stopping
here, after 3 years of consulting and improve products, Cocoon came back to offically
and successfully conquered Vietnamese users by new product lines: Combo Essentials
Skincare, with a new professional look and outstanding quality cycle. With Cocoon’s
efforts during the past years, we can say that Cocoon’s presence in today’s cosmetic
goods, besides major brands names from England, France, Japan, Korean… are the
orientation for the richness of natural beauty in Vietnam as well as the quality of
cosmetics from natural Vietnam compared to other countries in the world.

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COMBO ESSENTIALS SKINCARE

• Including three products:

Organic Rose Water Toner

True Rose Face Mask

Rose Aqua Gel Cream

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I.

TARGET AUDIENCE
1.1
•
•
•
•
•

1.2

Demongraphic:

Sex: Female (70%), Male (30%)
Age: 18-30
Income: Low to Middle Class
Education level: University
Occupation: Students & young workers

Geographic:

• Location: Vietnam
• Population: over 90 million people
• Climate:
- North and North Central: humid subtropical climates
- The Middle and South Middle: tropical monsoon climate
- Southern of the Middle and the South: a savanna tropical feature.

1.3
•
•
•
•

1.4

Psychographic:
Hobby: skincare & beauty
Lifestyle: healthy life, natural life, etc
Attitudes: oriented towards animals & nature
Desire: natural skincare

Behaviors:

• Behavior: Polite, Contentment
• Benefits: High quality, Low price and Mid - range price, good service, etc
• Brand loyalty: Innisfree, Biossance, Laneige, etc

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II. OBJECTIVE
❖ Conquering users by the Vietnamese spirit in each product
❖ Increasing consumer trust Vietnamese brand
❖ Ethically inspiring customers

Short – term goals
• Reach target customers (45%)
• First three months: reach 25%
of investment
• Grab customers attention
→ successful launch

Long – term goals
• Reach SEO target: on top 10 of
search engine
• Fullfil monthly sales target
• Positioning products in the
hearts of Vietnamese people

❖ Through 2 activities:
• On Friday, January 1st, 2020, hold press conference to launch Cocoon

products at Capella Gallery Hall - Ba Thang Hai Street, Ward 12, District 10,
HCMC.
•

On Tuesday, February 2nd, 2020, event "Duong Da Thuan Chay" is organized
at Celadon AEON Tan Phu with the attendance of 30 guests including
journalists and beauty bloggers.

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III. MESSAGE OF WHOLE PLAN

“Cosmetics by the
Vietnamese, for the World”
➢

MESSAGE:
Cocoon not only conquers consumers with quality products and impressive
packaging but also inspires and spreads positive messages through many
meaningful programs aimed at the environment.

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IV. SWOT ANALYSIS
4.1 Strengths
o 100% vegan ingredients from Vietnamese farms

o No "paraben" and addictive substances that may do harm to the skin
(Transparency)
o Low level of allergy compared to other skincare products
o Environment-friendly

4.2 Weaknesses
o Slow effects
o Short expiry date
o Low brand awareness
o Lack of consumer loyalty

4.3 Opportunities
o Increasing demand of natural beauty care
o Endorsed by well-known beauty bloggers
o New & uncommon beauty methods

4.4 Threats
o The low trust of customer for the products
o Lots of competition due to the increase in organic beauty brands


PR PLAN

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V.

PLAN 1: PRODUCT LAUNCH PRESS CONFERENCE

1. DETAIL PLAN
Idea:

o Introduce a new product that extracted from all usefull ingredients of roses to
ensure beauty for different consumers of all age.
o At the end of the conference, there are some mini skits that gave for some guests
and participants that experienced the product.
Situation:
o With every consumer, especially women and teenagers, the quality of the beauty
product is the most important factor that effect their choice. Along with the
development of technology, more and more comestic abuse the chemical element
to make their products become more effective. That makes the beauty industry
become a danger platform to threaten consumer’s health.
o Understanding that threat, Cocoon= an organic comestic company had ensure tha
all the product range of the company are made from nature. Particularly, all
ingredents in every single product is extracted directly from natura plants and
flowers grown up in Dak Lak province.
o Especially, the new combo for ADVANCED MOISTURE of the company will have a
press conferrence that called “Cocoon - Ẩm sâu từ bên trong” (Cocoon- the deep
moisture) about this new and wonderful combo.
o The new combo includes three products: Organic Rose Water Toner, True Rose
Face Mask, and Rose Jelly Cocoon.
Content:
o Introduce the new combo – Inside moisturizing.
o Answer all the questions that are asked by journalist, participants, guests.

Time: 01/02/2021 (9AM – 12AM)
Place: Capella Gallery Hall
Number of Guests: 20 journalists from different magazines, newspaper, internet

newspaper, etc
Activation: 25 gifts for guests
Purposes:
▪ Officially launch the product lines: Combo Essentials Skincare
▪ Provide detailed information related to products
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Timeline:

8:00 - 9:00

Main
activities
Check-in

9:00 - 10:00

Activities

- Introduce the products:
+ Provide detail information about each
product in the combo.
+ Inform about the effectiveness and
safety of the organic production.
+ Play adertisement video about the
product and all the feedback that beauty
bloggers sent when experiencing the
product.

10:00 - 10:30

Break

-

10:30 - 11:30

Publication

11:30 - 12:00

End
Event

- Time for journalist and guests ask about
the procduct.
- The director of Product Development and
Marketing Department will answer all the
question, in detail:
+ The director of Product Development is
responsible for the questions that about
the product, such as: the effectiveness, the
ingredients in the product, why Cocoon
use roes for this products,etc
+ The director of Marketing Department
will answer the questions about PR plan
as well as how this product will be liked
or not, etc

+Especially, the beauty blogger – Dao Ba
Loc will also take part in answer the
questions about experience as well as the
effectiveness of the product.
- Giving gifts for guests
- Taking photos at the photobooth.

Time

of

Note

Some performances will be performed to bring a
fresh, comfortable atmosphere to the press
conference.

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2. PRESS RELEASE
CÔNG TY TNHH MỸ PHẨM NATURE STORY
38C - 39C, khu phố 1, quốc lộ 1A,
phường Tân Thới Hiệp, Quận 12, Tp.HCM, Việt Nam
02838328228

THƠNG CÁO BÁO CHÍ
COCOON VIỆT NAM RA MẮT BỘ SẢN PHẨM TINH CHẤT DƯỠNG DA ĐƯỢC
ĐẶC CHẾ TỪ HOA HỒNG

Ngày 01/02/2021 Công Ty TNHH Mỹ Phẩm Nature Story sẽ tổ chức buổi ra mắt bộ sản phẩm
tinh chất dưỡng da được đặc chế từ hoa hồng.
Được xưng tụng là “nữ hoàng của mọi loài hoa”, hoa hồng luôn khiến chúng ta say đắm bởi
vẻ đẹp mỏng manh, dịu dàng nhưng lại vô cùng kiêu sa và quyến rũ. Ngoài các thành phần
vitamin thiết yếu, chiết xuất hoa hồng cịn chứa hàm lượng vitamin C, có khả năng chống oxi
hố, se khí lỗ chân lơng, làm mờ thâm, ngăn ngừa mụn và giúp mang đến một làn da tươi trẻ,
mềm mại, mịn màng.
Thấu hiểu các đặc điểm và nhu cầu khác nhau của mỗi loại da, Cocoon đã cho ra đời bộ sản
phẩm tinh chất dưỡng da được đặc chế từ hoa hồng. Bộ sản phẩm là một bản cập nhật dựa
trên những phản hồi của khách hàng và là một phần trong cam kết của Cocoon nhằm mang
lại cho chúng ta những sản phẩm tốt nhất.
THỜI GIAN, ĐỊA ĐIỂM
Nhằm cung cấp những thông tin chi tiết, đầy đủ hơn cho các đơn vị truyền thông, Cocoon
Việt Nam sẽ tổ chức buổi ra mắt bộ sản phẩm tinh chất dưỡng da được đặc chế từ hoa hồng,
địa điểm như sau:
Thời gian: Sáng thứ tư ngày 01-02-2021, 9:00 – 12:00
Địa điểm: CAPELLA GALLERY HALL, số 24 Đường 3 Tháng 2, Phường 12, Quận 10,
Thành phố Hồ Chí Minh

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CÔNG TY TNHH MỸ PHẨM NATURE STORY
38C - 39C, khu phố 1, quốc lộ 1A,
phường Tân Thới Hiệp, Quận 12, Tp.HCM, Việt Nam
02838328228

LỊCH TRÌNH
STT

THỜI GIAN

1

9:00-10:00

2

10:00-11:00

3

11:00-12:00

-

HOẠT ĐỘNG
Đón khách
Check-in
Phát tài liệu về sản phẩm
Khai mạc, ổn định tổ chức
Giới thiệu về bộ sản phẩm
Hỏi và đáp về sản phẩm
Bế mạc buổi lễ
Tặng quà

Cocoon xin trân trọng sự quan tâm của quý báo với sản phẩm của chúng tôi. Sự đồng hành
của quý báo là sức mạnh và niềm tin để Cocoon vững mạnh.
Liên hệ báo chí:

Miss. Nguyễn Lê Quỳnh Trâm
0924141792
Email:

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3. INVITATION CARD

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4. BANNER & STANDEE

Banner

Standee
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5. BUDGET
Categories
Venue
Guests
Host
Gifts
Tea break

Operation
Backdrop
Leaflets
Banner
Total cost

Number
1
20
1
25
25
1
1
30
1

Unit Price
(VND)
3.000.000
1.500.000
3.500.000
200.000
60.000
8.000.000
200.000
10.000
300.000
51.800.000

Total price
(VND)
3.000.000
30.000.000
3.500.000
5.000.000
1.500.000
8.000.000
200.000
300.000
300.000

6. EVALUATION
Criteria
The appearance of the event in the news
Press
The number of guests
Conference Like and share on Instagram
Like and share on Facebook

Target number
10
20
70
100

❖ Advantages:
• Cocoon cosmetics have received great support and covered all beauty forums.
• Cocoon helps people about hair and the skin.
❖ Disadvantages:

• Planning a strategy for brand image is very hard to decide.
• The way to advertise is very difficult. Its bound to time, finance, …
• It’s not harmony with nature and toxic.
❖ Risks
• Effect to the health of people
• Finance management
• Lead to make credibility and the truth of customers

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VI. COMMUNICATION PLAN
1. SUPPORT TOOL
✓
✓
✓
✓
✓

Samsung Galaxy
Vivo
Iphone
Ipad
Macbook

2. DETAIL PLAN OF PRESS CONFERENCE

Categories

PR post on
newspapers,
magazines
AFTER PRESS CONFERENCE

Post on
fanpage

Post on
instagram

Time

Detail
Brand VietNam: Titled “Cocoon – the rise of organic comestic”.
The article will introduce the press conference and give some
05/02
useful informations as well as images about the press.
Vietnamnet: Titled “Inside moisturizing – Safe for your skin”. In
this article, the story behind the products as well as the value of
08/02
the products and the pictures of the products and guests
paticipating in the conference.
Cocoon VietNam: “The new perfect product for moisturizing”. In
this post, the information about the ingredients and the price of
04/02
the products will be given for audience.
Cocoon VietNam: “Beauty with organic combo for advanced
moisturizing”. In this post, we will introduce more detail
07/02

information about the usefull usages off ingredients in the
products. Especially, a carefull instruction for dry skin.
@cocoon.vietnam: “The new perfect product for moisturizing”.
In this post, the information about the ingredients and the price of
04/02 the products will be given for audience.
@cocoon.vietnam: “Beauty with organic combo for advanced
moisturizing”. In this post, we will introduce more detail
07/02
information about the usefull usages off ingredients in the
products. Especially, a carefull instruction for dry skin.

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3. DETAIL PLAN OF “DUONG DA THUAN CHAY” EVENT
❖ Support apps:
✓ Facebook
✓ Instagram
✓ YouTube
❖ Timeline:
TimeLine
25/12/2020 to
01/01/2021

Contents
_Running advertising and posters on fanpage, media.
+ Creating a giveaway program to guess the guests of the event.
+ Free 3 tickets for the 3 winners.
_Booking 5 KOL marketing posts.

26/12/2020

_ Announcing the time, place, and guests of the event.
_ Increasing the running of ads on Instagram and Facebook.
_ Organizing the press release

30/12/2020

_ Livestream to show the results of the giveaway
_ Asking the guests to post a photo about the event on their network
sites.
_ Continuing to increase advertising.

31/12/2020

_ Continuing to run ads on commercial centers and social media.
_ Call guests to order the time and place of the event.

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On - air

_ Livestream on Facebook, Youtube, Instagram.
_ Post some photos of the show through fanpage and media
sponsorship channels.

4. BUDGET

5. EVALUATION
❖ Advantages:
- Many people know products easily.
- Attract people to participate in Giveaway events.
- People who know Cocoon products, they will introduce to their family, friends,
colleagues.
- Opportunity to compete with market economy.
❖ Disadvantages:
- Cost a lot of money
- Annoy some people who do not like ads.

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VII. PLAN 2: EVENT “DUONG DA THUAN CHAY”
1. DETAIL PLAN
Time: 02/01/2021 (6PM – 9:30PM)
Place: Aeon Mall Tan Phu, 30 Bo Bao Tan Thang Street, Son Ky Ward, Tan Phu
District, Ho Chi Minh.
Number of people: 30 people including beauty bloggers, representative of the mall, etc
o Beauty bloggers that invited by the company: Đao Ba Loc, Chloe Nguyen, Trang
Pham, Linh Ngoc Đam, etc
o Singer: Jun Pham
o Representative of the Mall: CEO & Quản lí bộ phận sảnh
Registration: Open online applications on social networks or attach to articles in online
newspapers, register to participate directly at Celadon AEON Tan Phu (Tuesday,
February 2nd, 2020).
Conditions of participation:

o CEO
o Marketing Manager
o PR Staff
o Journalists
o Beauty bloggers
Idea:
o Introduce new combo that perfect for advanced moisture.
o There will be a free trial for participants who want to experience the new product.
o A small warming talk between the beauty blogger - Trang Pham about sharing the
experience during using the product at the event.
o At the end of the event, there are some mini skits and free coupons that gave for
some particular guests and participants that experienced the product.

Story:
o For many consumers, they do not really understand the importance of nature
ingredients in a comestoc product may affect many aspects of their health, they
may choose the fast- effective but harful for the skin. Morever, despite the rise of
organic comestic, the brand awareness of Cocoon is not popular in the community.
So that, with this event we want to be recognized by more and more consumers at
different age.


o Understanding the demand for an usefull and secure comestic, Cocoon want to
introduce to the publication a product range made from nature; however, it still
has the best result for helping the skin stay radiant, glossy, and smooth.
o Especially, the new combo for ADVANCED MOISTURE of the company will hold
an event about this wonderful product that called “Duong da thuan chay”.
o The new combo includes three products: Organic Rose Water Toner, True Rose
Face Mask, and Rose Jelly Cocoon.

Message: “Dưỡng da thuần chay, vẻ đẹp thuần Việt”
Content: Devived into 2 main parts: Products Trial and Sharing
o In the beginning, there will be a fast introduction about the new product.
o After that, a mini game will be held to choose participants to experience the
new product during the event.
o After the breaktime, it will be sharing between beauty bloggers.
Communication:
o Facebook, YouTube & Instagram
Timeline:
Time
6:00 - 6:30

6:30 - 8:00

Main
Activities
Greetings

Introductio
n and
Experienci
ng new
products.

8:00 - 9:00

Sharing
time

9:00 - 9:30

End of the
Event

Note
- Completing all the preparation and waiting for the
guests.
- Welcoming guests and arranging seats.
- MC starts the event.
- The representative of the mall gives a speech about the
event.
- Introduce briefly about the new combo and its
effectiveness.
- Choose a beauty blogger to host the mini game for
lucky participants to try the new product. The beauty
blogger will ask several questions about the product
and choose randomly the people to answer. If the
answer is the right, the participant will have a free trial
at the event and share the experience during using the
product.
- Beauty bloggers and participants have time to share
about using product.
- Giving gifts for guests.
- Choose lucky numbers to give free coupons.
- Photo times with beauty bloggers.
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2. INVITATION CARD

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