FACULTY OF ECONOMICS – BUSINESS

FINAL REPORT

TOPIC: Co May – Nature Hair Care

Subject : Direct & Data DM

Class ID : 0300

Lecture : Huỳnh Thị Thuỳ Dương

Group member : Phước Thông Team

1. Lê Trương Phước Thông – 22000104

2. Đặng Nguyễn Phương Thảo – 22013685
3. Trương Nguyễn Minh Thuận – 22014467
4. Nguyễn Thị Thu Quyên – 2191212
5. Lê Bảo Nhi – 2193589

Ho Chi Minh City, June 2023

 FACULTY OF ECONOMICS – BUSINESS

FINAL REPORT

TOPIC: Co May – Nature Hair Care

Subject : Direct & Data DM

Class ID : 0300

Lecture : Huỳnh Thị Thuỳ Dương

Group member : Phước Thông Team

1. Lê Trương Phước Thông – 22000104

2. Đặng Nguyễn Phương Thảo – 22013685
3. Trương Nguyễn Minh Thuận – 22014467
4. Nguyễn Thị Thu Quyên – 2191212
5. Lê Bảo Nhi – 2193589

Ho Chi Minh City, June 2023

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Table of Contents

COMMITMENT.................................................................................................................. 5

ACKNOWLEDGEMENT................................................................................................... 6

INSTRUCTOR’S COMMENT........................................................................................... 7

TEAMWORK CONTRIBUTION ASSESSMENT............................................................ 8

DIRECT MARKETING CAMPAIGN PLAN TEMPLATE.............................................. 9

SOLUTION, PRODUCT OR SERVICE DESCRIPTION............................................... 10

MARKET DEFINITION................................................................................................... 13

MARKET TRENDS.......................................................................................................... 14

COMPETITIVE POSITIONING...................................................................................... 16

TARGET MARKET(S)..................................................................................................... 16

TARGET AUDIENCES.................................................................................................... 17

TARGET AUDIENCES’ PERCEPTIONS....................................................................... 18

CONSTRAINTS/CONCERNS......................................................................................... 19

CAMPAIGN TYPE:.......................................................................................................... 20

CAMPAIGN DESCRIPTION:.......................................................................................... 21

CAMPAIGN OBJECTIVES:............................................................................................ 22

CAMPAIGN STRATEGIES:............................................................................................ 22

KEY MESSAGES:............................................................................................................ 23

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CALLS TO ACTION / OFFER STRATEGY:.................................................................. 23

MEDIA STRATEGY / CIRCULATION STRATEGY:................................................... 24

CAMPAIGN ELEMENTS................................................................................................ 24

CAMPAIGN TIMING: (CRITICAL DATES AND DEPENDENCIES).........................27

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 COMMITMENT

“We have read and understand the violations of academic integrity. We pledge
with personal honor that this report was done by us and did not violate academic
integrity.”

Ho Chi Minh City, June 13, 2023

(Signature)

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 ACKNOWLEDGEMENT

To complete the report, we would like to express our sincere thanks to the subject
lecturer, Ms. Huynh Thi Thuy Duong. In the process of studying and learning
about Direct & Data DM, we have received her dedicated support and guidance.
Thanks to her teaching, we have covered all the necessary knowledge and skills in
the field of study.

Because we don’t have much experience in making report, there will be errors in
the report. We look forward to receiving your comments to improve our group’s
report.

Wishing you more health and success on your teaching path.

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 INSTRUCTOR’S COMMENT
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Ho Chi Minh City, June ….2023

Instructor

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 Teamwork Contribution Assessment

Class: Direct & Data DM _ 0300

Semester: 2233

Shift: 2, Tuesday

Group: Phước Thông

Team Signature
Hard working Discipline
Group member spirit/Cooperation
(30%) (40%)
(30%)
Lê Trương Phước Thong
30 30 40
Thông
Đặng Nguyễn Phương Thao
30 30 40
Thảo
Trương Nguyễn Minh Thuan
30 30 40
Thuận
Nguyễn Thị Thu Quyen
30 30 40
Quyên

Lê Bảo Nhi 30 30 40 Nhi

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 DIRECT MARKETING CAMPAIGN PLAN TEMPLATE

DIRECT MARKETING CAMPAIGN NAME:

Bồ “Kết” tóc nàng

CAMPAIGN LAUNCH DATE:

1 / 2 / 2024 – 31 / 5 / 2024

CONTACT NAME

Phước Thông

PHONE

0909 600 455

EMAIL

comayspa05@gmail.com

BACKGROUND

Co May is a hair care brand with a sustainable vision, aiming to benefit customers as
well as the environment. Co May products are made from natural and organic
ingredients, which not only help preserve the health and beauty of hair but also help to
minimize the negative impact on the environment.

The locust and grapefruit essential oils used in Co May hair care products have soothing
and nourishing properties for the hair, helping to reduce breakage and enhance shine and

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 smoothness. Other herbs and rosemary are also used to provide essential nutrients to the
hair and scalp. The non-use of harmful chemical ingredients in Co May's products helps
to minimize negative impacts on health and the environment, and at the same time gives
customers peace of mind and confidence when using the product. of this brand.

The official website of Co May, a hair care brand that offers a wide range of hair care
products, including digestive oils, conditioners, hair masks, and hair products. The site
provides information about the products, their ingredients, and benefits, as well as tips
and advice on hair care. The website has a clean and modern design with a focus on
product images and simple navigation menus. Provide detailed information about Co
May's products and services. How to use and use each product and contact information
so that customers can contact and ask questions directly with the support of Co May's
staff.

With more than 4 years of experience in the hair care industry and previous research, Co
May has launched natural, environmentally friendly hair care products that are highly
appreciated by many customers for the quality

SOLUTION, PRODUCT OR SERVICE DESCRIPTION

Solution

Co May offers a natural and eco-friendly hair care solution for its customers. Co May
products are made from natural and organic ingredients that safely and effectively
nourish and protect hair, including:

1. Hair protection and nourishment: Co May products are made from natural and organic
ingredients, which safely and effectively protect and nourish hair, making it softer and
healthier. Co May's products do not contain sulfates, parabens, silicones or colorants that
are harmful to hair and health, helping customers to have a healthy and beautiful hair

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 naturally.

2. Treatment of hair problems: Co May offers special hair care products, which help to
treat hair problems such as dry hair, broken hair or damaged hair caused by the use of
care products. Hair care contains harmful chemicals.

3. Increase hair moisture: Co May's products help balance moisture in hair, keeping hair
smooth and not dry.

4. Environmental protection: Co May uses environmentally friendly materials and

environmentally friendly packaging to minimize the product's impact on the
environment.

With its products and services, Co May provides a natural and eco-friendly hair care
solution to its customers, helping them to preserve the health and beauty of their hair
naturally and preserve it. environmental protection.

To make facial skin better, Co May Spa can consider the following steps:

1. Exfoliating: The removal of dead cells, dirt and excess oil on the skin helps the skin
become brighter and enhances the absorption of nutrients by skin care products.

2. Clean the skin: After exfoliating, the skin needs to be cleaned to completely remove
dirt and impurities. If the skin has acne, should use specialized products to reduce
inflammation and antiseptic.

3. Create moisture: The supply of moisture to the skin keeps the skin soft and elastic.
You can use products containing a butter to help keep the skin moisturized.

4. Nutrients: When the skin has been cleaned and has enough moisture, it is necessary to
add nutrients to regenerate and nourish the skin.

5. Skin massage: Skin massage helps to stimulate blood circulation and improve skin
circulation, enhancing vitality and reducing stress on the skin. Products containing

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 vegetable oils can be used to perform skin massage.

Product

Co May offers a wide range of natural and eco-friendly hair care products, including:

1. Shampoo: Co May offers shampoos for dry, oily, and damaged hair. Co May shampoo
products are extracted from natural ingredients such as locust and other herbs, which
have a gentle cleansing and nourishing effect on the hair.

2. Conditioner: Co May provides conditioner for dry, oily and damaged hair. Co May
conditioner deeply nourishes the hair, making it smooth and tangle-free.

3. Hair Conditioner: Co May offers hair care products extracted from natural and organic
ingredients such as locust and other herbs. Hair conditioner helps to nourish and restore
damaged hair, making hair strong and smooth naturally.

4. Hair Oil: Co May provides natural and organic hair care products such as locust and
other herbs. Hair oil helps to nourish and restore damaged hair, strengthen hair's
resistance and make hair naturally shiny.

5. Other hair care products: Co May also provides other hair care products such as hair
serums, and herbal exfoliators. All products are made from natural and organic
ingredients, helping customers to have a natural beautiful healthy hair.

All products of Co May are made from natural and organic ingredients, do not contain
harmful chemicals, and help nourish and protect hair safely and effectively. In addition,
Co May also provides specialized hair care products, helping to treat hair problems such
as dry hair, breakage, or damaged hair caused by the use of hair care products containing
toxic chemicals harmful.

Service Description

Co May's website offers natural and eco-friendly hair care products for customers to

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 purchase online. In addition, Co May also provides the following services:

1. Expert advice: Co May has a team of professional hair care consultants to help
customers choose the right product for their condition and hair type.

2. Delivery and transportation: Co May provides door-to-door delivery service to

customers, ensuring products are delivered to customers safely and quickly.

3. Promotions and privileges: Co May regularly updates special promotions and

privileges for customers, helping customers save costs and get a better experience when
using the brand's products.

This shows that Co May not only provides natural and eco-friendly hair care products,
but also offers other support services to meet customer needs and ensure customer
satisfaction.

MARKET DEFINITION

As a market for natural and safe hair care products, especially for those who are
interested in hair care solutions with natural products.

Co May's products meet the needs of people who are interested in safe, high-quality hair
care products, which are completely extracted from natural ingredients that are beneficial
for hair.

The hair care market in Vietnam is overgrowing in recent years, especially with the trend
of using safe and natural hair care products. Consumers are becoming more and more
savvy when choosing hair care products, they are turning to products that are extracted
from natural ingredients and do not harm hair and scalp.

Co May is providing the market with a wide range of high-quality, safe and natural hair
care products to meet the growing needs of its customers. Their products are created to
help users' hair become healthier, smoother and more beautiful.

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 MARKET TRENDS

There are a number of health and environmental-related market trends that are affecting
the hair care market and could positively impact the growth of Co May, including:

1. Increasing health and environmental awareness: More and more people are interested
in choosing natural and eco-friendly hair care products to preserve the health of their hair
and at the same time affect the health of their hair. minimal impact on the environment.
This creates an opportunity for Co May to develop and expand its market.

2. Increasing trend of natural hair care: More and more people are interested in using
natural hair care products, including natural and organic ingredients, to preserve their
health. hair naturally. This creates an opportunity for Co May to enhance the value of its
products and attract new customers.

3. Increasing trend of using eco-friendly products: More and more people are concerned
about the impact of hair care products on the environment and are looking for products
that are packaged and manufactured using eco-friendly products. using environmentally
friendly materials. This creates an opportunity for Co May to reach the market of people
who care about the environment and attract new customers.

Currently, hair care and shampooing is one of the fastest-growing areas in the beauty
industry in Vietnam. According to a report from Euromonitor International, the hair care
and shampoo market in Vietnam has been on a strong growth trend in recent years.
Specifically:

· By 2020, the hair care and shampoo market in Vietnam is worth about 287 million
USD.

· In 2019, hair care and shampoo products accounted for 29% of the total sales of the
beauty market in Vietnam.

· The most popular hair care and shampoo products by consumers in Vietnam are

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 shampoos, conditioners, essential oils and hair creams.

· Consumers in Vietnam are tending to look for hair care and shampoo products with
natural ingredients, do not contain harmful chemicals and have better hair and scalp care
effects.

· The hair care and shampoo market in Vietnam is having a fierce competition between
famous domestic and foreign brands and emerging brands with competitive prices and
good product quality.

These market trends can help Co May enhance its growth and market expansion in the
future.

COMPETITIVE POSITIONING

A natural hair care brand, provides customers with safe, quality and effective hair care
products.

In particular, Co May focuses on manufacturing and developing key products of wash

hair with soapberry and coconut oil, which are completely extracted from natural
ingredients that are beneficial for hair.

In addition, Co May is also committed to providing products that meet the standards of
environmental protection and respect for users' health.

From those values, Co May has determined its position in the market as a natural hair
care brand, bringing peace of mind and trust to customers with diverse, high-quality
products and services. provide real value to customers.

To become the leading hair care brand in the market, Co May is continuously investing
and improving to provide customers with the best products and professional customer
care services to meet their needs. needs and wants of customers.

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 TARGET MARKET(S)

These are women between the ages of 20 and 35, especially those interested in taking
care of their hair with natural and high-quality products.

In addition, the target market may also include people who want to use hair care products
with origin and ingredients from seeds such as locust and other natural ingredients and
those who are looking for solutions to these problems. with dry, damaged or broken hair.

To create products that are environmentally friendly and respect the health of users, Co
May's target market also includes supporters of products with real value and associated
with reputable brands. and reliable.

In the market, Co May is positioning itself as a natural hair care brand, bringing peace of
mind and trust to customers about the quality and effectiveness of products. Therefore,
the company is focusing on developing key products of wash hair with soapberry and
coconut oil, bringing practical benefits to each target customer.

TARGET AUDIENCES

Co May Spa is carried out in Ho Chi Minh City and the main target is female people on
the working page (from 26 to 35 years old), with an average income of over 15 million
per month. Target audiences are mainly office workers who have a busy lifestyle but still
need to wash their hair to relax as well as treat scalp problems

Consumer

Total Quantity 21.8 millions

Number of segments 1

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 Segment The female population of working age in Ho Chi Minh
names/descriptions

TARGET AUDIENCES’ PERCEPTIONS

1. What are the target audience’s perceptions of your organization and the
products/services being offered in this campaign?

Co May Spa is a reputable nourishing shampoo place with products made from
natural, benign, non - irritating substances for customers. The service here will give
customers a feeling of comfort and relaxation.

2. What are their key issues?

Co May Spa’s target customers are women of working age, busy with their work, and
needing to wash their hair to relax and treat.

3. What advantages and disadvantages do your company and the

product/service being advertised have in the customers’ eyes?

 Advantages

- All natural and preservative-free, minimize irritation.Co May also produces

unique products from Soapberry.
- Each treatment package will have 3 prices respectively from low to high,
suitable for customers to choose from.
- Services that follow the salon’s vision are hair treatments or scalp care
support.
- There is a package for expecting and postpartum mothers

 Disadvantages

- The space is not very private.

- Shampoo is made from natural ingredients, so it doesn’t smell too good and

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 doesn’t keep the smell on the hair for a long time.
- Do not save customer information when calling for a reservation.
4. Why would the target audience buy from your company and buy this
product/service?
- Focus on treating hair problems (thin hair, weak hair, oily hair, dry hair,...)
- Shampoo and conditioner are exclusive products made from locust.
- There are services for pregnant mothers after giving birth.
- What are the key decision criteria used by your target consumer to make a
purchase decision?

Co May Spa brings convenience and time-saving to busy customers who do not have
time to take care of their hair. In addition, Co May Spa can also help customers
improve their hair damage problems.

CONSTRAINTS/CONCERNS

Constraints:

 People who have been infected with covid:

The recent covid has almost been an obsession with everyone's hair because, after
vaccination as well as taking medicine to treat covid, their hair also fell a little bit, some
people even went bald. Therefore, they will look for solutions to support hair growth.

 People with hair problems:

For thinning hair, dandruff, dry damaged hair, and countless other hair problems, the spa
will have a shampoo method suitable for each hair type.

 People interested in hair care:

Although the spa is more of a treatment, for customers who do not have special treatment
needs, the spa still has basic to advanced shampoo packages to help customers relax and

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 improve their hair.

Concerns:

 This campaign does not cover both genders

Most of the service packages are aimed at female customers. Men will be less concerned
and have hair problems that spas mention than women.

 People use social networks and communication channels a lot, so it is easy to see
the spa's ads.

CAMPAIGN TYPE:

Integrated Marketing Campaign (A “marketing campaign” is made up of sequential

targeted marketing programs that move a defined customer set through the entire buying
cycle identifying their wants and needs from a solution perspective (integrating multiple
products and services). A marketing campaign is made up of integrated marketing
programs that can run from 12 to 18 months from planning through execution.)

Digital Marketing

- Facebook

- Tiktok

PR

- Giang Ơi, Helly Tống

- Banner Website

- Elle, Báo phụ nữ

- Vietcetera.com, Vn Express

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 Direct Marketing

- Email

CAMPAIGN DESCRIPTION:

Media content is everywhere:

 Improve customer awareness of products and brands:

 Building goodwill relationships with customers:

 Increase consumer trust and loyalty:

 Media channels participating in this campaign: Facebook ads tools, and Tiktok ads
tools.

 Marketing communication tools integrated into this campaign: PR, Advertising,

Sale Promotion

 Events of the year that will affect the campaign:

- Christmas: to not be lonely at Christmas, come to our spa to get 20% off.

- Vietnamese Women's Day: On the occasion of Vietnamese Women's Day, girls who
come to the spa to wash their hair will be given a body massage package to help improve
blood circulation and relax muscles.

- Women's Day: if coming to Co May on International Women's Day, female customers

will receive a 20% discount voucher with a gift of a spa's exclusive 10ml locust hair
spray.

- Teacher Days: Co May will have a 50% discount for customers when 2 people go to the
spa on 11/20

- Mother Day’s: On the occasion of Mother's Day, Co May wants to give customers a gift

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 of 2, pay 1.

Although the Co May campaign is not a new concept, we are offering valuable rewards
to boost shopping demand and raise brand awareness for Cỏ May through our
investment.

CAMPAIGN OBJECTIVES:

 This campaign identifies and conveys a brief and impressive message to target
customers, helping more people know about the spa. Awareness: Facebook: 6000
reach, Tiktok: 10k views

 Spa wants to build and improve a better brand image

 Help businesses improve their competitiveness against other competitors in the

market

 Revenue: 50% increase compared to before the campaign

CAMPAIGN STRATEGIES:

 Communication strategy: Co May Spa is a place for those who are interested in
hair care and have hair problems from Gen Z - Gen Y (15-20). Gen Y is the main
segment (20-35) because they are more likely to have a stable income than Gen Z
and our offer is quite high so it is not affordable for Gen Z. And a digital media
campaign is the best choice because Gen Y is the most uses the internet in
Vietnam, helping brands to reach target customers better.

 Creative Strategies: Co May Spa specializes in scalp treatments and wants to

spread this natural solution to those who want to improve their healthy, beautiful
hair.

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 KEY MESSAGES:

Key messages: Bồ “kết” tóc nàng

Quality-based positioning strategy: Having been one of the first therapeutic shampoo
shops in Vietnam with over 5 years of experience, Co May has established a strong
presence in the market. In the last 12 months, Google Trends has shown a significant
increase of over 400% for keywords related to hair loss and over 600% for the keyword
"nourishing shampoo."

Benefit positioning strategy: Co May is adopting an old strategy that many brands have
used before, which is to promote the personalization of combo packages, besides that
busy girls can stay busy Co May will be the one responsible for their confidence.

CALLS TO ACTION / OFFER STRATEGY:

The free update package on 2 weekdays is Wednesday and Thursday when customers
book in advance with the number of 50 guests for two days, each week will update the
packages of different services for free with the above invoice condition 300 worth of
copper.

MEDIA STRATEGY / CIRCULATION STRATEGY:

The database is an important factor for Co May Spa to choose a campaign to match the
information previously available, to analyze customer behavior and their experience after
coming to Co May Spa.
After implementing the campaign, it is very necessary to evaluate the effectiveness of the
campaign, our team will use the following criteria to evaluate the campaign's level of
publicity such as: Sales, revenue, customers new products, number of contact via page,
etc. These metrics will be taken from internal sources such as after-experience spa
reviews, social media interactions, weekly spa visitors, number of orders, value of each
order, and potential customers. capacity (combined customers) compared to the plan, etc.

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 From there calculate the financial indicators to evaluate the success of the campaign.
Techniques for gathering information to report the end of a campaign include:
• Number of QR code checks
• Interaction on social networks: Like, Share, View, Comments
• Website interaction: Web traffic, clicks to view packages, clicks, scrolls, data views.
• Attitude data: Surveys, Assessments, Complaints
This data of Co May Spa needs to be collected accurately to not only serve to promote
marketing activities but also avoid wasting money and time because we will continue to
use such information for remarketing. for customers.

CAMPAIGN ELEMENTS

Market research

Questionnaire

Direct mail

Public Relations

Newsletter

Data Build

 Collect contact data from internal resources

 Receive contact data from external resources

Data Build

Collect contact data from internal resources

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 Receive contact data from external resources

Purchase data from external resources

Purchase data overlays (psychographic, demographic, SIC,

purchase behavior, etc.)

Database cleanup

Other

Notes

TOTAL BUDGET:

DIGITAL MARKETING

ST Price
T

1 Facebook 12 000 000

2 Tiktok 10 000 000

PUBLIC RELATION

1 ELLE Việt Nam: 1 print post-ELLE 8 000 000

Update

2 Vietcetera.com 45 000 000

3 Vn express 20 000 000

4 Giang Oi's channel 37 000 000

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 5 Helly Tống 25 000 000

INCIDENTAL COST

1 Free update 25 000 000

TOTAL PRICE 182 000 000

CAMPAIGN IMPLEMENTATION:

Address these issues as they affect campaign implementation: media and list acquisition;
response handling; in-bound and out-bound call handling, external resource identification
and contracted support, prospect database, and fulfillment

CAMPAIGN TIMING: (Critical Dates and Dependencies)

- February 2024: Social media post announcing to increase campaign awareness through
marketing strategies such as PR, Email Marketing with content about the Tet holiday

- March 2024: Run post ads on social networking sites and newspapers. Focus on
International Women’s Day

- April 2024: Posting Giang Oi's Family vlog and Helly Tống as a main sponsor. Start
the free upgrade in 2 weeks, if the performance is good we maintain this until the end of
the campaign.

- May 2024: Run post ads on social networking sites and newspapers. Using email
marketing to remind the customer this is the end of the campaign. More emails and posts
on Facebook about Mother's Day

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