FPT UNIVERSITY- CAMPUS HO CHI MINH

★★★★★

GROUP ASSIGNMENT
Course: MKT1802 – Class MKT304

TOPIC: Work in a group of 6-7 students to propose an IMC plan, run in

October 2024, to raise awareness; or to change perceptions and/ or
attitudes towards the specific issue of Gender Equality and Social
Inclusion in Vietnam.

Group name: Dolphin

Name of group member Student number Contribution (%)
1. Khuất Trần Bảo Duy SE184178 100%
2. Hà Phát Lợi SE184968 100%
3. Võ Ngọc An Bình SE185031 100%
4. Nguyễn Ngọc Khánh Ly SS170558 100%
5. Vũ Văn Đức SS171172 100%
6. Trần Nam Anh SS180738 100%
7. Lê Thị Thu Hương SS170196 100%
8. Đinh Thị Bích Phượng SS170638 100%

Hồ Chí Minh City, 23/06/2024

 Appendices
Contents
1. Introduction....................................................................................................3
2. (Marketing) Research.....................................................................................3
3. Target Customers and Customer Insights...................................................5
Target Customers:..........................................................................................5
Customer Insights:..........................................................................................5
SWOT Analysis..............................................................................................5
4. IMC Plan.........................................................................................................6
4.1 Objectives and KPIs....................................................................................6
4.2 Key message and/ or creative concept.........................................................6
4.3 Chosen IMC tools........................................................................................7
I. Direc Maketing and Social Media Advertising...........................................7
2. Influencer Partnerships.............................................................................11
4.4 Expected timeline and budget....................................................................14
5. Potential partners/ sponsors........................................................................16
6. References......................................................................................................17
1. Introduction
Maybelline, with a tradition of over 100 years, has always been one of the world's leading
cosmetic brands. But what is special about Maybelline is its commitment to continuously
elevating the status and confidence of women.

Since the 1920s, Maybelline has been a pioneer in encouraging women to freely express
themselves through the use of makeup. They have helped liberate women from the
stereotypes of "must-have" beauty and encouraged them to become confident and attractive
in their own way.

Today, Maybelline continues this journey through inspiring campaigns, empowering women
to be strong, confident, and constantly pursue their dreams. They celebrate diverse beauty
without limits and encourage every woman to shine in her own way.

These are the core values that Maybelline has always strived to convey throughout its
development journey. I believe that this story will be an important part of our presentation
today.

2. (Marketing) Research
I. GESI Issue: “Gender Inequality in the Workplace”

II. Developing a Research Plan:

Collect existing data from external sources, such as market reports, articles, statistical data.

III. Data Collection:

Employment and Labor Force Participation

Labor Force (2010-2015):
2015: 54 million people, an increase of 3.1 million compared to 2010.
Men: 27.8 million people, Women: 26.1 million people.
Female labor force participation rate in 2015: 72.9% (male: 83%).
Employment Situation (2019-2022):
In 2022, women accounted for 46.8% of the total employed workforce, men: 53.2%.
The pandemic reduced employment for women from 25.9 million (2019) to 22.8 million
(2021).
Women are more vulnerable to economic downturns.
In the Organizational System of the Party
Percentage of Women in the National Assembly:
Vietnam has over 25% female representatives in the National Assembly, reaching 26.8%
during the 2016-2021 term (an increase of 2.4% compared to the previous term).
For the first time, there was a female Chairwoman of the National Assembly (14th term).
The Standing Committee of the National Assembly has 27.8% women.

Women in Industrial and Agricultural Labor

Women in Industrial Labor:
In 2015: The rate of labor without technical or professional qualifications was 80.1% (men:
77.6%, women: 82.7%).
The rate of trained female labor was only 17.8%.

Women in Agricultural Labor:

Women accounted for 47.4% of the total agricultural labor force, and in cooperatives, 80%
were women.
The shift of female labor from agriculture to non-agriculture was higher than that of men.
In 2015, female labor in agriculture decreased to 45.5% (men: 42.7%).

IV. Data Analysis:

Legal Framework and Gender Equality

Promoting Gender Equality:

Gender Equality Law (2006) and constitutional regulations prohibit gender discrimination.
Equal rights for women in education, employment, healthcare, and political participation.
Impact of the Pandemic and Unemployment:

Unemployment:
In 2015, over 1 million people were unemployed, primarily in urban areas and among the
younger population (ages 15-24).
Women aged 20-24 were at a higher risk of unemployment compared to men.
Employment Status:
In 2015, 39.6% of male workers had wage-earning jobs with labor contracts, while only 32%
of female workers had such contracts.
The rate of men who were owners of production and business establishments was 3.9%,
compared to 1.9% for women.
The rate of unpaid family workers: men: 11.4%, women: 23.3%.

3. Target Customers and Customer Insights

Target Customers:
Demographics:
Audience: Women
Age Range: 20-45 years old
Occupations: Diverse, including all sectors from office workers to entrepreneurs.
Income Level: From average to upper-middle class (Class B, B+). Single/Married.
Geography: Major cities in Vietnam.

Customer Insights:
Needs: Seeking fairness and career development opportunities not limited by gender.
Desires: These women are looking for more than just products - they seek a message, a
promise. They desire a world where their voices are heard, where they are supported in
overcoming all barriers and prejudices. They yearn for fairness and transparency, and above
all, they want the opportunity for equal development - not just for themselves but for all
women.
Core Values: Cherish fairness, transparency, and equal development opportunities.

SWOT Analysis
Strengths:
Product Diversification: Offering a wide range of choices for customers, such as lipsticks
with 4 color collections and 28 different shades.
Product Quality: Reputable, high-quality products with clear origins, ensuring no skin
irritation.
Creative Display: Attracting customers through eye-catching and innovative displays.
Brand Ambassadors: Collaborating with top names like Alia Bhatt and Gigi Hadid.
Reputation from L’Oréal: As a subsidiary of L’Oréal, one of the world's leading cosmetics
conglomerates.
Weaknesses:
Unoptimized Website: The website interface is not attractive and lacks high aesthetic appeal.
Weak Social Media Presence: Less effective compared to competitors, with low interaction
and a small follower base.
Lack of Differentiation: Despite product diversity, there is no clear differentiation, leading to
potential customer confusion.
Opportunities:
Growing Beauty Demand: The global preference for cosmetics among women creates a
significant growth opportunity for Maybelline.
Modern Women: Increasing financial independence and the emphasis on appearance among
modern women drive the demand for cosmetics.
Shopping Behavior: Higher incomes among women lead to impulsive buying behavior,
increasing the consumption of cosmetics.
Threats:
Intense Competition: Facing strong competition from major brands like Revlon, Lakme, and
Estee Lauder.
Economic Downturn: Negative impact on the cosmetics industry, reducing demand for non-
essential items.
Criticism of Chemicals: Cosmetics are often criticized for high chemical content, causing
customer concern and the risk of brand boycotts if scandals arise.

4. IMC Plan

4.1 Objectives and KPIs

Goals:
Spread the message of "Gender Equality between Men and Women" in work and life,
affirming the brand's position.
Increase brand and product awareness on social media platforms.
Boost sales.
Build long-term relationships with customers.

KPIs:
Sell 20,000 matte cream products.
Reach a wide range of female customers, from students to working professionals and
business owners.

4.2 Key message and/ or creative concept

Big Idea: “Phái Đẹp”

When "Phái Đẹp" is mentioned, it brings to mind women with beauty, grace, charm,
gentleness, and elegance. However, alongside these admirable qualities, society often views
them as small, fragile, vulnerable, and weak. As a result, they face gender inequality both in
society and in the workplace. But what about modern women?

In the modern era, "Phái Đẹp" encompasses individuals who not only love beauty but are
also talented, intelligent, strong, and resilient. They celebrate the true beauty of each
individual.
"Phái Đẹp" Maybelline has undertaken the mission to empower women to express their own
beauty by providing accessible, easy-to-use, and innovative cosmetics.

Key messages:

“Maybeline - Mạnh mẽ cùng phái đẹp Việt Nam”

“Maybeline – Tự tin khoe sắc toả sáng mạnh mẽ”

Storyboad

"Lớp Kem Nền Tự Do"

Not only about covering external imperfections but also about finding the freedom and color
within each person.

4.3 Chosen IMC tools

I. Social Media Advertising

Social Media Advertising: Facebook, YouTube, TikTok, Bus Advertising
Purpose: To raise brand awareness and encourage user-generated content that aligns with
the campaign message.
Timeline: Throughout the campaign duration, with increased intensity during product
launches or special promotions.
Estimated Budget: Approximately 50% of the total campaign budget.

1. YouTube
Reason: YouTube has over 2 billion monthly users, allowing Maybelline to reach a vast
audience worldwide. With diverse content and viewers, Maybelline can effectively target
different customer segments.
Estimated budget: About 15% of total campaign budget.

Implementation Plan and Timeline

Step Details
Write Script Content: Create a compelling and engaging story
about Maybelline's new product, generating
interest and captivating viewers.
Plan the Shoot Projected Start Date: Begin filming on August
1st.
Personnel and Props: Cast actors for the skit.
Prepare cameras, props, and lighting systems.
Filming Official Filming Date: August 1st
Note: Avoid technical issues to ensure smooth
filming.
 Edit Video Content Content: Edit segments needing effects. If there
are audio issues, dub the video.
Objective Easily reach future customers and encourage
viewers to use Maybelline products.
Timeline Completion and Upload: Expected to upload the
video on September 2nd, National Day.
Estimated Budget Total Budget: Approximately 120 million VND
(including potential additional costs such as re-
hiring actors or equipment if there are technical
issues).

2. Facebook
Reason: To provide value beyond advertising and position the brand as a thought leader.
Implementation: Through tutorials, blogs, and posts offering makeup tips and tricks aligned
with the campaign theme.
With over 34 million followers, Facebook will be used to spread information about the
campaign video and activities on TikTok.
Purpose: Build a community around the brand and foster customer loyalty.
Timeline: Continuously throughout the campaign. From June to October 2024.
Estimated Budget: Approximately 12% of the total campaign budget.
A. Social Media Discussion (Facebook)
Topic: Discussing modern women who are beautiful, intelligent, strong, or delicate, fragile,
and weak.
Execution: Use Maybelline's main page to share and serve as a platform for discussions,
gathering feedback from customers and the public.
Utilize Facebook tools to reach a wider audience, attracting more customers.
B. Makeup Contest Based on the Message “Maybelline – Tự Tin Khoe Sắc Tỏa Sáng
Mạnh Mẽ” on Facebook
Description:
Welcome to the "Maybelline – Tự Tin Khoe Sắc Tỏa Sáng Mạnh Mẽ" makeup contest! This is
your chance to showcase your makeup talent, confidently shining with unique and powerful
styles. Join us for a chance to win exciting prizes from Maybelline.
Implementation Plan and Timeline
Phase Week Tasks
1. Preparation (June Weeks 1-2 - Design and produce promotional
2024) materials (banners, posters, tutorial videos).
- Plan detailed content for Facebook posts.

Weeks 3-4 - Identify and contact media partners,

KOLs (Key Opinion Leaders), and review
sites to promote the contest.
- Prepare the system to receive contest
entries.
2. Launch (July 2024) Weeks 1-2 - Officially announce the contest on
Maybelline's communication channels.
- Start the advertising campaign on
Facebook and other platforms.

Weeks 3-4 - Intensify promotion through posts, videos,

and live streams from KOLs and
influencers.

3. Contest and Voting August 1, 2024 - Begin accepting contest entries and
Phase (August 1, 2024 - voting.
September 15, 2024)
Throughout - Maintain contest promotion through
media channels and advertising campaigns.
- Interact with participants and the audience
on the Facebook page.

4. End of Contest and September 15, 2024 - End of entry submission and voting
Results Announcement period.
(September 20, 2024)
September 20, 2024 - Announce contest results on Maybelline
Vietnam's official Facebook page.

5. Post-Contest Week 1 - Contact and award prizes to winners.

(October 2024) - Post contest summary articles and videos.

Weeks 2-4 - Evaluate campaign effectiveness and

gather feedback.
- Plan future campaigns based on the
results and feedback received.

Estimated Total Preparation Cost: Prize Cost: 32,480,000 VND

Budget: 10,000,000 VND
Other Costs: 10,000,000 VND
 Total: 82,480,000 VND
Advertising Cost:
30,000,000 VND

3. Bus Advertising
Section Details
Description Bus advertising is like a mobile billboard, carrying the
brand image throughout the city every day and hour,
providing significant brand recognition for brands and
products, and attracting the attention of hundreds of
thousands of consumers.
Method Implement media print application on prime locations
of the bus (either inside or outside the bus), using
hashtags #MaybellineTỏaSángMạnhMẽ and
#TikTokmademebuyit to make the print stand out and
attract consumers.
Purpose To increase customer awareness of the Maybelline
brand and the product being advertised. Boost sales of
the product line.
Duration Throughout the campaign alongside Facebook,
TikTok, and YouTube.
Estimated Budget Advertising on bus exteriors typically ranges from 20
to 26 million VND per bus for 3 months.
Approximately 8% of the total campaign budget.

4. TikTok

Reason
With its ability to create trends and go viral through short videos, and the majority of its users
being Maybelline's target customers, TikTok is an ideal platform for Maybelline to easily
capture and create new trends. This enhances brand presence and credibility without
requiring excessive advertising costs.

Implementation Plan and Timeline

 Implementation Tasks Timeline
Create short, engaging videos Collaborate with influencers to create September 1, 2024 -
showcasing product usage, trends and challenges for young October 1, 2024
tutorials, and user reviews. audiences.

Utilize Trends Use the hashtag #TikTokmademebuyit

to attract attention and encourage
purchases.
Use the hashtag
#MaybellineMakeover, where users
showcase makeup transformations
using Maybelline products.
Collaborate with Micro Encourage them to participate in
Influencers challenges such as water splash,
wearing masks, and applying phones to
demonstrate the product's smudge-
proof capabilities.
Partner with top beauty Create product reviews, tutorials, and
influencers makeup looks using Maybelline
products.
Week 1 Define goals and find suitable September 1 -
influencers. September 7, 2024
Week 2 Determine the campaign's main theme September 8 -
and message. September 14, 2024
Weeks 3-4 Edit, produce videos, and finalize September 15 -
content. September 28, 2024
Weeks 5-7 Publish initial content and continue for September 29 -
3 weeks, using hashtags and starting October 19, 2024
the campaign.

Week 8 Monitor effectiveness and collect data October 20 - October

from videos, optimizing the campaign 26, 2024
based on collected data.

Purpose: Leverage the followers of influencers to achieve greater

reach and authenticity for the campaign.

Estimated Budget: Approximately 15% of the total campaign budget.

II. Influencer Partnerships

Objectives:
Increase brand awareness for Maybelline.
Generate interest and discussion about the new foundation product.
Attract a young and dynamic customer base.

Invited KOLs:
Singer Vu Thanh Van
Information: Vu Thanh Van is a prominent Indie artist in the Vietnamese music scene. She
has developed her own career through composing and performing soulful music that reflects
the soul of a young woman from Hanoi.

(Nguồn ảnh: NguoinoitiengTV)

Influencer Thach Trang

Infomation: Her real name is Thach Nguyen Phuong Trang. She was born in 1998. Thach
Trang is a German international student, studying communications at Augsburg University.
Thach Trang is also one of the creators of positive content, bringing creative inspiration to
young people.

(Nguồn ảnh: NguoinoitiengTV)

Implementation Plan and Timeline

Section Details
 September 1, 2024 - October 1, 2024
Weeks 1-2: Research and prepare product samples.
Week 3: Contact and invite collaborations.

Timeline Week 4: Send product samples and support content creation.

Weeks 5-6: Promote review content and monitor feedback.

Week 7: Evaluate and adjust the campaign.
Product sample and packaging costs: 5,000,000 VND
Shipping costs: 2,000,000 VND
Content creation and promotion support costs: 10,000,000 VND
Estimated Budget Guest booking fees: 150,000,000 VND

Total estimated budget: 167,000,000 VND

Estimated Budget: Approximately 20% of the total campaign
budget.

III. Sale Promotions

4.4 Expected timeline and budget
Section Details
Total Budget The total budget for this campaign is expected to be
1,000,000,000 VND
Social Media Advertising Approximately 50% of the total campaign budget.
Facebook Advertising Cost
YouTube Advertising Cost
Bus Advertising Cost
TikTok Advertising Cost
Sale promotion Approximately 30% of the total campaign budget.
Online: Digital Advertising and E-commerce
Platform
Offline: Programs at Retail Points, Direct
Discounts, Decoration and Layout.
Public Relation Approximately 20% of the total campaign budget.
Product Sample Costs for KOLs/Influencers
Guest Booking Fees

Detailed Overview and Budget:

4.5 IMC FRAMEWORK:
5. Potential partners/ sponsors
Fashion industry:
Annual fashion shows such
as:
Chanel Fashion Show. ...
Dior Fashion Show. ...
Valentino Fashion Show. ...
Fendi Fashion Show.
- - Can cooperate with
fashion designers and
models to enhance the
value of Maybelline
products
Entertainment E-Commerce
Industry: Platforms:
Entertainment shows in E-commerce platforms
Vietnam such as: such as:
- Running man - Shopee
- 7 Nu cuoi xuan - Lazada
- 2 days 1 night - Tik Tok Shop
Collaboration program, - Tiki.vn
combining playing games to These are the places with the
prove that Maybelline highest number of people in
foundation products do not Vietnam, easy to reach
run even when sweating a customers, arousing curiosity
lot in future customers.
6. References
Hướng đi tới Bình đẳng: Nâng cao vị thế của Phụ nữ trong Khu vực công | United
Nations Development Programme (undp.org)

VỀ PHỤ NỮ và NAM GIỚI TẠI VIỆT NAM 2010-2015, Bản quyền © Cơ quan Liên
Hợp Quốc về Bình đẳng giới và Trao quyền cho phụ nữ (UN Women)
thuc-tien-ve-so-lieu-VN.pdf (unwomen.org)

BÁO CÁO TÓM TẮT TỔNG QUAN VỀ BÌNH ĐẲNG GIỚI Ở VIỆT NAM 2021, Bản
quyền © Cơ quan Liên Hợp Quốc về Bình đẳng giới và Trao quyền cho phụ nữ (UN
Women)

vn-CCGEP_Executive-Summary_Tieng-Viet-s.pdf (unwomen.org)

Niêm giám thống kê, Statistical Yearbook of Viet Nam (gso.gov.vn)

NHỮNG BIỂU HIỆN BẤT BÌNH ĐẲNG GIỚI ĐỐI VỚI PHỤ NỮ Ở VIỆT NAM HIỆN
NAY - NGUYÊN NHÂN VÀ GIẢI PHÁP - Trang thông tin điện tử Trường Chính Trị
(baria-vungtau.gov.vn)

"Bắt tay" Influencer như chiến lược Marketing của Maybelline (misa.vn)

Tỷ lệ nữ giới tham gia các ngành nghề không đồng đều (laodongthudo.vn)

Địa vị phụ nữ Việt Nam trong xã hội và gia đình ngày càng nâng cao | Vietnam+
(VietnamPlus)