Final Assignment - MKT301: Integrated Communication Marketing, UFM

This assignment, completed for the MKT301 Integrated Communication Marketing course at UFM, analyzes the marketing strategy for EESH, a natural herbal hair care product line. The assignment begins by identifying the target audience through demographic, geographic, psychographic, and behavioral analysis, segmenting them into primary and secondary groups. It then outlines marketing objectives, a creative strategy with a key message and insight, and a detailed promotional plan encompassing pre-event advertising, including social media and billboard campaigns, and sales promotions during the event. The assignment also includes website screenshots and concludes with a justification for selecting Helly Tong as an appropriate brand ambassador for EESH, evaluating her suitability based on source power, attractiveness, and credibility. The analysis highlights her alignment with the brand's values and target audience.

Examination Cover Sheet
Student Information (For group assignment, please state names of all
members)
Grade/Marks
Name ID
NGUYEN NGOC MY KIM E1900280
Module/Subject Information Office
Acknowledgement
Date/Time
12 Jan, 2022
Module/Subject Code MKT301
Module/Subject Name Intergrated Communication Marketing
Lecturer/Tutor/Facilitator
Due Date 12th Jan, 2022
Assignment Title/Topic Final Examination
Intake (where applicable) UFM
Word Count
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Signature: Date: 12 Jan, 2022
Email: [e-mail]

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TABLE OF CONTENTS
Question 1 ........................................................................................................................ 1
Target audience .......................................................................................................... 1
Demographics ...................................................................................................... 1
Geographics ........................................................................................................ 2
Psychographic ..................................................................................................... 2
Behaviour............................................................................................................ 2
Objectives .................................................................................................................. 2
Creativity Strategy ...................................................................................................... 2
Promotional Plan ....................................................................................................... 3
Pre-event ............................................................................................................. 3
During event ........................................................................................................ 3
Question 3 ........................................................................................................................ 4
Question 4 ........................................................................................................................ 6
TABLE OF IMAGES
Image 1 : Home page - Tagline ...............................................................................................4
Image 2 : Story .........................................................................................................................5
Image 3 : Price products - A product gallery..........................................................................6

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Question 1
Target audience
Analyzing the target audience in every campaign is the central component for marketers and
businesses to make an accurate strategy for releasing new products/services, promoting, and
increasing awareness of the products/services. The target customer group analysis phase will be
studied through demographics, geographics, psychographics, and behavior factors. The useful
information analyzed will help marketers identify potential customers for businesses and
appropriate products/services to be offered.
In the promotional mix plan, the target audience is divided into two main groups: primary and
secondary target audience. Both male and female consumers are the primary target for introducing
and developing awareness of the EESH product line, with a particular focus on clients aged 18 to
45 years old. These are end-target customers who are particularly ideal for the brand because they
are both interested in appearance and in consumer products with natural ingredients when they
belong in that age range. The second target market for EESH is social beauty groups, such as
beauty bloggers who would try out new products and share back to their subscribers/followers.
Contributions from beauty bloggers and members of social beauty communities will aid in the
rapid dissemination of EESH's products' brand image among customers.
Demographics
The target audience of EESH for the natural herbal hair care product line is extremely diverse
because it belongs to convenience goods, almost all consumers need to buy this product in daily
life. The targeted range of customers will be in 18 - 45 years old. With the range of age selected,
we believe the target customers are suitable for our operation - purchasing through an online
website. Next one in demographic factors, target buyers will have careers as students, colleagues,
office workers, homemakers, freelancers who have a financial ability to purchase. However, this
product is set as the mid-range products with reasonable price along with the high quality from the
natural ingredients.

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Geographics
For geographics, EESH identifies the main target market as customers concentrated in big cities
in Vietnam. Although the target market of EESH's consumer customers is the entire Vietnam
region. However, strategies to promote, increase product awareness and increase sales value are
believed by EESH to be implemented in big cities to easily reach customers and support them.
Psychographic
The EEHS brand focuses on customers who have a modern and youthful lifestyle but do not have
too much time to shop for everyday consumer products. So the second psychographic factor that
the brand decides is towards the customers who want to save the time to shop for convenience
goods. The last one is focusing on both women and men in the selected range of ages who care
about preventing hair damage from pollution and chemical exposure by caring for hair.
Behaviour
For the product line of natural origin, EEHS brand also wants to target customers who have buying
behavior of consumer products derived from nature, friendly to health and the environment. At the
same time, the customer group is also considered as a group of customers who have regular online
shopping habits and are knowledgeable about technology and e-commerce. This will make it easier
for EEHS to reach its target audience through its own selling website.
Objectives
_ Reach target customers’ awareness about the brand of Vietnamese market to at least 45% in a
year (Dec/2021 - Dec/2022)
_ Increase preference of natural herbal hair oil product line by raising maximum 12% for a year
(Dec/2021 - Dec/2022)
_ Get 4% of customers to trial the new EESH products for 8 months (Dec/2021 - Jul/2022) and
2% of customers retain the brand for the remaining time.
Creativity Strategy
Big Idea: A person's most beautiful hair is when it is cared for with the most quintessential
nutrients.
Key Message: EESH takes care of your hair for you.

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Insight: Customers are constantly on the lookout for a high-quality hair care product that is just as
safe as a facial product. Hair is just as essential to them as their skin, and it signifies the best-kept
image.
Promotional Plan
The communication plan defined for the purpose of increasing awareness of the brand image and
new products of EESH includes 3 main forms: Advertising, Sales promotion, and Public relation.
Promotional tools will be combined in several stages or individual activities, but still ensure the
most effective level.
Pre-event
_ Advertising activities will be the key activities that will take place within one month to prepare
for the series of product launch events. Social media posts will be used to create promotional
content and photos. It will benefit effective advertising in a digital format through the form of
advertising on social networks. Both mediums offer sophisticated consumer targeting algorithms,
cost-effective audience reach, and the opportunity to track, assess, and modify campaign results at
any time. Posts about new product launches will run for a month after the launch date. After then,
the frequency of advertising is likely to drop to two weeks every month. At the same time as
advertising for new products, the company's official website will be created, with ads running on
the Google platform. From December 2021 to early February 2022, the projected time will be two
months.
_ Furthermore, photos will be advertised on indoor and outdoor billboards in all major shopping
malls in Ha Noi, Ho Chi Minh City, Da Nang, and Can Tho. Outdoor advertising will easily
improve product launch awareness, according to EESH, and it is predicted to reach a modest
proportion of the awareness goal quickly.
During event
_ Stage 1 (3 months period starting from the end of December)
Sale promotions are the official promotional tool for the next phase after the product line is
launched. At this stage we focus on selling new products to customers. In order to achieve the set
revenue and reach the target of reaching customers, many discount programs and product trials are
applied during this period.

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_ One of the most applied and most successful offers is the offer discount. During the opening
period, most customers will receive promotional vouchers for their next purchase, with a value of
5% for bills from 100,000, 8% for bills of 200,000 and offer discount of 100,000VND for bill from
500,000VND or more.
_ Another promotion applied is providing the sample size of this kind of product to make the
campaign attack the customers retention if they are suitable for their skin and their needs.
Question 3
EESH’s website: https://kimnguyenngocmy.wixsite.com/my-site-1
Image 1: Home page - Tagline

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Image 2: Story

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Image 3: Price products - A product gallery
Question 4
The promotion of EESH's new product line to the Vietnamese market requires the invitation of
someone who appropriately becomes the ambassador. We consider this issue to find an influencer
that has similarities with business goals, product values and has a good image in the community.
As a brand of hair care products with ingredients derived from natural products, without chemicals,
EESH wishes to find someone who has a healthy lifestyle with the environment, loves nature, and
has a lifestyle lasting. After considering, we realized that Helly Tong - founder/co-founder of 2
sustainable-style businesses - is an extremely suitable choice to become the representative of
EESH natural hair care products.
a. Helly Tong is a well-known green lifestyle promoter among young people. She has a
lengthy history of being a vegetarian. She also leads a balanced lifestyle, with an interest
in and care for environmental issues, as well as a desire to live green. Helly also runs two
small enterprises that sell environmentally friendly consumer goods including loofah
dishwashers, hardwood brushes, refill bottles, refill dishwashing liquid, and refill shower
gel. With the background of Helly Tong, we believe that she will be the most suitable
representative for the brand image of the business EESH - natural herbal hair oil.

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b. To analyze the criteria to know how endorser Helly Tong will be appropriate for EESH,
we examine three factors mentioned in the planning elements, which are source power,
source attractiveness and source credibility.
With the power factor, Helly Tong is considered as an influential person in the green
lifestyle of young people. Often referring to Helly Tong, consumers, especially young
people, will immediately think of the image of a girl who has a minimalist lifestyle, likes
a vegetarian lifestyle, has green consumption habits, and is an intelligent person. Highly
educated - studied in Australia. So with Helly's personal image influencing consumers'
perception of a green-minimal-healthy image, the person who represents this product line
will have the interests of customers in common. enhanced lifestyle and attention to EESH
products.
With the attractiveness factor, Helly Tong's personal brand is completely similar to the
brand image of the business, the value of the product and the sustainable business goals.
The last factor in source attractiveness is familiarity, which is the familiarity between Helly
Tong's image to the whole community. With a clean background along with practical
actions in protecting the environment, Helly Tong's familiarity is not only becoming
extremely familiar in the green living community, but she is also gradually being known
by other receivers.
The last factor is credibility, Helly Tong has lived a green - minimalist lifestyle for many
years and has gained trust in the hearts of the community. Helly Tong can completely
become the right representative for the natural hair oil product line from EESH because
most of the criteria that need to be considered, she is suitable and highly rated.

FINAL ASSIGNMENT MKT301
by NGUYEN NGOC MY KIM -
Submission date: 12-Jan-2022 10:07AM (UTC+0800)
Submission ID: 1740378369
File name: 22649_NGUYEN_NGOC_MY_KIM_-_FINAL_ASSIGNMENT_MKT301_246817_490980849.docx (23.4K)
Word count: 1553
Character count: 8230

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FINAL ASSIGNMENT MKT301
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