ĐỀ VÒNG 1

PRISTINE
VEGAN PRODUCT
& REFILL STATION

MARKET ENTRY
 LƯU Ý

Mọi thông tin liên quan đế n brand trong đề đề u là thông tin giả lập, không đại diện
cho bấ t kì một brand có thật nào.
THE BACKGROUND
 PRISTINE’S STORY
The development of PRISTINE Cream over 100 years ago marked the beginning
of a unique success story and the birth of the World’s No.1 Body Care Brand*.
PRISTINE is the product of brilliant research, outstanding creativity, and sound
business acumen.

In 1890, the world’s first stable oil-and-water-based cream was developed by

a German Dr in Europe-based laboratory. It was suitable for mass production
in 1911 and called it PRISTINE, derived from the Latin word “pure”. Regular
refinements to adapt PRISTINE Creme’s formula to the latest scientific findings
with a wider range of products have been added since then. Body lotion, body
scrub, deodorants and body sunscreen make PRISTINE become a global top-
selling brand.

From a small pharmacy store in Euro in late 19th Century, after 110 years of
continuous expansion and development, PRISTINE now has 144 branches
globally, and enjoyed a record-breaking year with 5.2bn EU in sales, up by
16.2% and double-digit growth in all regions and categories, which makes it
currently the world's largest brand of skin care and beauty products.
POSITIONING
With the goal “ensuring that people all around the world feel good in their skin”,
PRISTINE has established a reputation with “Gentle Care” and “Wellness”. The brand
was based on 4 values Care, Simplicity, Courage and Trust which were highly
represented and empowered the characteristics of a strong and active woman in
the modern life. It is now one of the top brands in the personal and skincare industry,
bringing the innovative and dermalogica products for hydration, deodorant and sun
protection.

Multipurpose products for all skin types in a

Price consciousness
limited budget

Hydration, deodorant and protection for better

High self image
“ME”, who is confident, active and optimistic

Dermatologically tested, innovative product and

Intelligent choice
sustainable contribution
 VALUE OF PRISTINE

We continuously research better, more

At PRISTINE, we respect and love nature
sustainable ways to formulate and
PRISTINE’S core values originate – from the natural functions of our skin to
produce our skincare to promote
from our sustainability all of the planet’s creatures. PRISTINE
sustainability in our industry. Just one
commitments, to ultimately have complied with EU’s ban on animal
example of this is our commitment to
protect the environment and the tests for cosmetic products, and we have
reducing plastic consumption by
humans and animals in the world long since actively avoided animal
reducing 50% less plastic in our
that we call our home. testing worldwide, wherever it has been
packaging, and you can even roll the
legal to do so.
bottle up to get every last drop.
PRISTINE’S VEGAN
PRODUCT
We’re continuously seeing the benefits of vegan skincare. It is
beneficial for both the environment and animal welfare, and
we’re seeing the advantages of using natural and organic
ingredients for your skin as well.

We already have skincare products which contain vegan

formulas, and we’re pleased to say that we’ve got exciting
new vegan skincare products coming out in the near future.
MARKET BACKGROUND
The story of vegan cosmetics began to be told 30-40 years ago in the industry. Thanks to the
advancement of science, researchers have extracted ingredients from plants and vegan, cosmetics were
born to reduce irritation and allergies. Also, it promotes humanity by not testing on animals.

However, in Vietnam, vegan cosmetics have only been widely noticed in the past 10 years. Only a few local
and international vegan brands joined the market, because of limitation in vegan product awareness, trust,
smuggled, unregulated counterfeit, and mislabeled products. Moreover, the market is flooded by popular
and well-communicated Korean beauty brands or cheap Chinese products.

KEY DRIVERS
Vietnamese consumers’ increasing consciousness

Heightened scrutiny of beauty product ingredients

New buying preference of the Gen Z group, who tend to be a

Greenager in the new decade.
MARKET BACKGROUND
Local brands have leveraged this
trend to expand their
portfolios, while new entrants by
international brands capitalize on the
growing demand for healthier, more
transparently sourced personal care
solutions in this niche market. Some
successful cases are Cocoon, Co Mem
(local) and Lush (international).
Cocoon, founded in 2013, is a local vegan cosmetics brand committed to
delivering the essence of Vietnamese beauty through the utilization of pure,
locally-sourced natural ingredients. Cocoon success is from their strategy of
product COCOON leveraging social media and influencer marketing with positioning “The 1st
made-in-Vietnam vegan cosmetics brand” as well as expanding sales
channels, from e-commerce to retail stores. In just two years, Cocoon's revenue
has skyrocketed from nearly 13 billion VND in 2020 to 184 billion VND in 2022.
Established in 2015, CO MEM is a vegan cosmetics brand founded by a team of
pharmacists. The brand leverages modern scientific advancements to harness
Co Mem the power of these time-tested botanicals, formulating innovative personal
care products that merge tradition with contemporary efficacy. After more than
Homelab 8 years of operation, Co Mem has 35 stores in Vietnam and building a cosmetics
factory, made entirely from high-tech and high- quality. “ Co Mem Homelab"
Brand was awarded “Inspiring Brand” at APEA 2021 (The Asia Pacific
Entrepreneurship Awards).
LUSH, the leading handmade cosmetics brand from the UK, officially launched
in Vietnam in June 2023. Before that, LUSH is famous within Vietnamese beauty
community through E-commerce. Founded in 1994, LUSH’s unique products that
LUSH are handcrafted using fresh, non-toxic, and non-animal-tested ingredients.
LUSH’s product line is expanding from bath bombs, hair care, skincare to body
care and perfume. Till the the first half of 2023, the Lush Brand operated
through retail outlets in 51 countries with 857 shops and manufacturing facilities
in 6 countries.. Globally brand turnover was £816.8m.
MARKET BACKGROUND
The foundation of sustainable cosmetics expresses on 3 pillars: ingredients, packaging, and operations.
Communication campaign witnessed focusing on certified organic and 100% plant-based ingredients.

Even though vegan market emerged in Vietnam more than 10 years ago, all 3 main pillars have not been
applied effectively. The vegan ingredients often cause confusing to consumers when comparing with
natural cosmetics. The packaging also leads to argument about polluting possibility. Lastly, the operation
for sustainability is being solved with fragmented refill stations in areas frequented by expats. These are
big shortages not only for new vegan brands but also for a 20-year-old reputed PRISTINE in Vietnam.

Therefore, ways of delivering and communicating all 3 main pillars in the new product line are challenging.
Although the market is promising, solving all 3 pillars of sustainable cosmetics need taking seriously,
especially the third pillar which is not focused by most vegan brands. Associating refill station with vegan
ingredients and packaging will make PRISTINE outstanding in this niche market.
?NOITATS LLIFER YHW In Vietnam, refillable personal care pouches at
reduced prices are offered to lower consumer’s
price and promote reuse of existing containers.

Challenge: The refillable pouches themselves,

often made of non-biodegradable materials, still
contribute to environmental pollution. This fails to
fully embody the core principles of veganism and
naturality.

To compete in this challengeable market,

innovative approaches to operations for true
sustainability should be taken. Offering refill
stations and even package-free models are
strategies supporting considerably for
communication impact and brand awareness.
 OPERATION PROMISING
Online Offline
120
The buying behaviour for vegan
100
cosmetics are still based on offline
channels, where consumers can
80
tnecrep ni

experience the ingredients and brand

60 89.6 87.1 84.7 83.7 83.1 83.1 81.3 79.1 78.3 77.5 story. This can be the opportunity for
the emerge of refill stations.
40
Source: Statista
20
10.4 12.9 15.3 16.3 16.9 16.9 18.7 20.9 21.7 22.5
0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

The most popular cosmetic shopping channels in Vietnam (2020)

50 A survey by Nielsen, which was
41% conducted with 458 female customers
39% 38% 38%
40

30
36% nationwide about the most popular
cosmetics shopping channels in LẠI ĐÂY REFILL
24% 23% Vietnam, promises the potential of
vegan cosmetics refill station, where Lại Đây Refill, a hub for sustainable living in Vietnam was
20
15% 14% they can test the product and be established in 2018. They promotes eco-consciousness,
12%
9% 9% persuaded by its advantages. showcasing locally crafted, eco-friendly products and
10
refill services. The shop sells 30 refillables items, all
0 Source: Link coming from vietnam. Till 2024, they only expanded to 3
hubs around the country. The business model like Lại
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 PRISTINE IN THE LOCAL MARKET

PRISTINE joined Vietnam market in 2004. After 20 years of developing and promoting their product, it
became one of the most popular personal care products in Vietnam, including 3 main categories: skincare,
personal care and men’s product.

As of Jan 2020, PRISTINE is the most popular beauty brands used among female consumers in Vietnam,
according to a Nielsen research.

With its affordable prices, promotions and safe, gentle effective formula with local people, Pristine is
mentioned as a nation-wide favorite brand for body care and sun protection, regardless of its origin.

However, PRISTINE is not widely mentioned as a vegan cosmetics brand in Vietnam, despite its popular core
commitment in Europe.
 SUB-BRAND’S PRODUCT LINE
BODY SHOWER/SCRUB DEODORANT
Body shower and scrub are reputable products Deodorant is one of the key products gaining much
which is highly recognized by the brand of PRISTINE. brand awareness. Its USP is giving consumers an
Its USP is mainly from making all type of skin smooth instant feeling of freshness while effectively
and irresistible to touch with affordable price and protecting them from sweat and body odour for 48
easy to access through retail stores and e- hours. The main challenge is how to reposition and
commerce. How can the vegan sub-brand leverage re-communicate this product with vegan concept.
this to develop this product line?
BODY LOTION
Not as reputable as body shower and deodorant,
PRISTINE body lotion is positioned as a healthy
white product. Its USP is known as non-sticky and
long-lasting lotion that will hydrate the skin with
affordable price. How can this perception shift to
“vegan white”?
 PRISTINE’S TARGET AUDIENCE
Age 18 - 24 and 25 - 35, core 20 - 28 Gender Women

Place Urban living Tech-savvy

Motivation

Maintaining healthy, radiant skin

Confidence and well-being
Natural and cruelty-free product preference

Pain points:

Skin concerns like dryness, sunburn and uneven color

Struggles to find effective ways of body care
Saving from packaging wastefulness and environmental friendly

Interests & Hobbies

Fitness maintaining
Greenager
Daily skincare routine
 MARKET CHALLENGE
Vegan personal care products have been developed and widely sold throughout

EGNELLAHC EHT
Vietnam, including local and international brands. Consumers are also communicated
daily about the effects of vegan and natural products. This makes PRISTINE big
challenges in terms of targeting new customers, evaluate the market size as well as
communication and product distribution.

THE OPERATION
The refill station business model, while gaining attraction in Vietnam, is still
predominantly concentrated in areas frequented by tourists and expats with a strong
consciousness towards sustainable lifestyle. Consequently, PRISTINE also faces with
operational challenges arise in establishing refill hubs, expanding branch networks,
and educating Vietnamese consumers to adopt the practice of bringing their own
containers for refills, similar to the concept of refillable pouches.

BUSINESS OBJECTIVE
The business goal is to win the vegan personal care market in term of revenue and
brand awareness, as well as first launching PRISTINE sustainable commitment in
Vietnam and APAC, by testing the market potential, completing the product portfolio
associating with refill stations operation that has been researched based on a defined
target consumers.
 YOUR QUESTION

As the new Marketing Team hired by the new division of PRISTINE, you are requested to:
Evaluate how potential and to what extent PRISTINE can launch its vegan sub-brand
along with the strategy of refill station in this niche market.
Define target consumers PRISTINE should focus on.
Define the product portfolio in the sub-brand will be the best fit in the market.

to support the above-mentioned business objectives.

 TIÊU CHÍ CHẤM
2. Phân tích tình hình thị
1. Xác định vấn đề 3. Lựa chọn thị trường mục tiêu 4. Dữ liêu và hình thức
trường, ngành hàng

1.2. Xác định nhiệm vụ cầ n thực 3.1. Đánh giá sự tiề m
hiện để đạt được mục tiêu. năng và khả thi của kế
hoạch thâm nhập vào
thị trường mục tiêu với
lý luận hợp lý, thuyế t
phục.
3.3. Xác định Product Các dữ liệu, số liệu, phân Các dữ liệu, số liệu, phân tích,
Portfolio phù hợp đố i tích, lập luận chứng minh lập luận chứng minh cho tính
với thị trường mục tiêu. cho tính tiề m năng của thuyế t phục của các nội dung
thị trường mới trình bày.

10% 10% 25% 10% 10% 10% 5% 5% 5% 5% 5%

1.1. Xác định đúng trọng tâm vấ n -Xác định quy mô thị trường 3.2. Xác định Target Audience 3.4. Bám sát với lý do công ty Trình bày nội dung rõ
đề → Đưa ra hướng tiế p cận vấ n -Phân tích tình hình cạnh tranh mà doanh nghiệp nên theo thâm nhập thị trường mới, và ràng, dễ hình dung, có
đề trong case study. -Thấ u hiểu “the big picture” đuổi. yêu cầ u của đề bài. đầ u tư về mặt thẩm mỹ

Bài làm có sự sắ p xế p dễ nhìn, chuyên

nghiệp và đẹp mắ t
(tố i đa 15 slide, không bao gồ m slide
executive summary, giới thiệu, cảm ơn
và phụ lục)
THỂ LỆ CUỘC THI

Thời gian làm bài

12H00, 25/05/2024 - 23H59, 31/05/2024

Thể lệ cuộc thi

BTC có toàn quyền đối với các thông tin, sản phẩm và bài thi của các đội thi tham gia E!CONTEST 11.0 do
CLB Nhà Kinh tế YEC tổ chức năm 2024.
BTC có quyền hủy bỏ tư cách dự thi của các đội thi nếu BTC phát hiện có dấu hiệu gian lận, tiết lộ đề thi
ra bên ngoài, không tuân thủ quy định hoặc các hoạt động trong khuôn khổ yêu cầu của BTC.
Thông tin mà đội thi cung cấp cho BTC phải đầy đủ và hợp lệ. BTC không chịu trách nhiệm nếu có bất cứ
thông tin nào sai lệch.
BTC có quyền quyết định cuối cùng với những vấn đề xảy ra trong phạm vi cuộc thi. Đối với những vấn đề
vượt quá phạm vi cuộc thi - BTC sẽ hoàn toàn không chịu trách nhiệm.
Tất cả hình ảnh, nội dung sử dụng trong bài thi không được vi phạm bản quyền với bất kì đơn vị nào.
 THỂ LỆ CUỘC THI

Hình thức nộp bài

1. Hình thức nộp bài:
- Các đội thi tiế n hành giải đề , tổng hợp vào folder trên Google Drive, bao gồ m các files sau:
1 File PDF bài dự thi (Powerpoint/Word) tố i đa 15 trang trình bày (không bao gồ m slide
executive summary, giới thiệu, cảm ơn và phụ lục).
1 File PDF đính kèm tài liệu tham khảo.
- Đố i với bài thi file Word, các đội trình bày theo font chữ Times New Roman, cỡ chữ 13, căn lề
trên 2cm, dưới 2cm, trái 3cm, phải 2cm, cách dòng 1.5, căn đề u hai bên.

2. Ngôn ngữ:
Ngôn ngữ được sử dụng trong bài dự thi là Tiế ng Anh hoặc Tiế ng Việt
 THỂ LỆ CUỘC THI

Quy định nộp bài

3. Cách thức đặt tên:

- Tiêu đề mail: [E!CONTEST 11.0] - [Nhóm + STT **] - [TÊN NHÓM]
- Tên file bài dự thi: [E!CONTEST 11.0] - [Nhóm + STT **] - [TÊN NHÓM] - Tên tài liệu
Ví dụ: [E!CONTEST 11.0] - [Nhóm 1] - [YEC]

4. Cách thức nộp bài:

- Nhóm trưởng/Đại diện nhóm gửi bài dự thi về hòm thư điện tử của chương trình:
econtestyec.ftu2@gmail.com trước 23h59p, Thứ Sáu, 31/05/2024.

5. Lưu ý:
- BTC có quyề n hủy bỏ kế t quả của thí sinh nế u phát hiện bấ t kỳ hành vi gian lận nào.
THANK YOU