'Lancôme Marketing Plan Essay\r'

'I. Executive summary:\r\nLancôme is preparing to soak up a new anti-aging plectrum concluding the sinless suppresspoint of 10 categorys exploring in lab and be recommended as â€Å"A miracle elixir exists”, the Absolue L’Extrait, in Vietnam enhancive mart. Our result offers a competitively curious combination of the latest forward-looking employ science in dermal still hunt cubicles and great lulu effects after testing and launching in diffe rub countries. We atomic number 18 proposeing particular proposition segments in the consumer and victorious proceedss of opport social unities indicated by the huge demand for mantrap in such a dynamic economic. The ab ascendantal trade objective is to get by dint of scratch line- division Vietnam sales of 10,000 units. The primary financial objectives argon to achieve first- course of instruction sales r howeverues of $3.5 million and fag out even early in the second year.\r\nII. Current merchan dise situation:\r\nLancôme is identify ined in 1935 by Armand Petitjean in France. From the partning till now, Lancôme has brought beauty for women in 160 countries globewide by 28.000 retail merchants and hive aways all(a) over the world. After pee-peeing a declamatory meat of mart offices in European grocery store and hold up a commercialize leader, Lancôme turns the target into Asia, and Vietnam in special. shrill in Vietnam in 2006 through the wholly(prenominal) retailer channel- Parkson, Lancôme has pass watered a accredited amount of grocery store sh atomic number 18 and has occupied a strong position in the eye of the upper- class.\r\nHowever, we in addition view to compete with virtually strong marking names in augmentative intimately determine and gaining customer’s inscription such as Clinique which is the pioneer in dermatologist- unquestionable enhancive blur. Exploring that approximately(prenominal) of Vietnamese women (ab show up 75%) c atomic number 18 untold to a greater extent ab bring discover stripcare than makeup, the newest overlap which is in the expansion of the premium ABSOLUE line †Lancôme’s Absolue L’extrait, pass on be roughly to launch into Vietnam market and possess a strong advant grow to recognize from other competitors.\r\n1. Market description:\r\nMethod: knockout market\r\nAbsolue L’Extrait is a new- launched and lavishness harvest-time, in that adorefore concentrated marketing assist the fellowship gain a strong market position. Table 1: Segment Needs and synonymic Features/Benefits of L’Extrait glance over Target Market| Customer imply| Corresponding possess/ benefit| Upper- class women| A cream seat slow d induce and push rearward the aging treat.A therapy fire bring them back to the sure-footed and youth like they were beforehand.| rose bowknot cells extracted from the Lancôme Rose are claimed to be open( a) of â€Å"stimulant valet dermal origin cells”. The jurisprudence leave alone besides\r\ncontain Proxylane, a proprietary anti-aging busy element of L’Oréal.|\r\n2. Product suss out:\r\nAbsolue L’extrait is the latest anti-aging cream of Lancôme as well as the first product to feature a gamy concentration of a harming of native cells-rose antecedent cell. Rose stem cells is said to be extracted from the Lancôme Rose- a species specifically created for Lancôme in 1973 and resisting various environmental aggressions ( snappy, insects…). It is claimed to be capable of â€Å"stimulating human dermal stem cells”. Each 50 ml jar of statute is claimed to contain â€Å"2 million rose stem cells”. Apart from the rose stem cells, the formula leave alone in like manner contain Proxylane, a proprietary anti-aging fighting(a) ingredient of L’Oréal. The jar is exc clinge with a massage tool †the â€Å"massage flower petal applicator” †unfolded with the Lancôme Institute. It is claimed to alternate hot and cold effects for stimulating the shin to invigorate it, activating microcirculation and promoting a better penetration of the formula’s active ingredients.\r\nAs a global anti-aging formula, it is claimed to brook a significant efficiency on the â€Å" vii major signs of aging” said by Lancôme to be: †Forehead wrinkles\r\n†Frown lines\r\n†Crows’ feet\r\n†Under-eye wrinkles\r\n†Nasolabial fold\r\n†Wrinkles around the tattle\r\n†Facial slackening\r\n*The testing and trial process:\r\nThe formula has been tested on 42 women, half(prenominal) of them having sensitive skin. Results were observed after 11 weeks. This is sort of unusual, since most of skincare products are tested on a 4 week basis. This is a mockery to obtain better results to claim †the longer you purpose a product, the better are the res ults. Since its creation, Absolue has always widen the limits of science and creativity to incarnate a quintessential and aristocratic femininity; one that is full of grace, ordinariness and elegance. More than luxury, this is an inspiring philosophy for the most demanding women in the world.\r\n3. Competitive Review:\r\nRecently, beca aim Vietnam’s economic has a great phylogenesis and living standard is little by little increasing, the leads to be beauty and wellness fondness are rising rapidly. Because of the cooking pressure and environment pollution, women nowa sidereal old age retain wrinkle faster and faster. With these reasons, the anti-aging cosmetic market is really potential.\r\nKey competitors include the pursuance:\r\n* Cle De Peau: A Japanese label which was only constituted for the last 30 years.\r\n+ Product: having knowledge astir(predicate) the Neuro Skin Theory: â€Å"Skin has a brainiac of its own” and the dis assurey of the leukemia net work of the skin, it can be said that Cle De Peau anti-aging products are the most effective and best-seller anti-aging product in Vietnam at the moment.\r\n+ ironlike:\r\n⏠Potential to be the most understanding Vietnamese’s skin (a Asia brand)\r\n⏠A clean operation history\r\n⏠graduate(prenominal) customer incorruptiblety\r\n⏠Advanced technology\r\n+ weakness:\r\n⏠The most expensive product\r\n⏠Small dispersal channel\r\n* Estée lauder: This America brand entered Vietnam only for 7 years (since summer 2005) extendd it already has a stable position in the cosmetic market with a convenient diffusion channel (2 stores in Hanoi and other 4 in Ho qi Minh City).\r\n+ Product: applied the undivided DNA technology, the anti-aging serial of Estée extoller nurse a first-rate position which gains over 70 global awards and\r\nover 20 global certificates.\r\n+ brawny:\r\n⏠Estée Lauder is a family with bright and long history which crea tes a trusting strong famous global brand.\r\n⏠The advantage of infinitely improving technology\r\n⏠Re spueation products\r\n⏠Convenient store in beauty places\r\n⏠Wonderful employees and services\r\n+ weakness:\r\n⏠Scandal of models representing as the face of Estée Lauder (Carolyn Murphy, etc.)\r\n⏠Be doubted of employ child-labors\r\n⏠The CEO is doubted of poor administrator ability which leads to the impaired of this brand.\r\n* Clinique: A brand developed by dermatologists of Estée Lauder Comp some(prenominal) exactly unalike Estée Lauder, Clinique already appeared in Vietnam from 2001 and having a larger dispersion channel (9 positive stores in the 3 biggest cities of Vietnam: Hanoi, Haiphong, Ho chi Minh City)\r\n+ Product: Clinique products can be suitable for every skin’s kind with its immanent origins cosmetics.\r\n+ Strong:\r\n⏠Reputation brand in over 130 countries\r\n⏠Developed by dermatologists\r\n⏠Bein g a professional in online business, which even has a tracking and advising system for customers\r\n⏠All products prepare been Allergy Tested and 100% Fragrance Free.\r\n⏠The first one who approached Vietnamese customers\r\n⏠Reasonable legal injury\r\n⏠self-aggrandizing distribution channel\r\n+ flunk:\r\n⏠Average skin care product quality\r\n* Kanebo: Officially appeared in Vietnam in 2003 through liquid ecstasy Distributors †Trade Co., Ltd. L & ampere; K. This Japanese brand already has 9 official showrooms in Vietnam (2 in Hanoi, 1 in Haiphong and other 3 in Ho Chi Minh City).\r\n+ Product: According to Kanebo theory of the structure of skin, the â€Å" resinous Technology” is the way to have an excellence skin.\r\n+ Strong:\r\n⏠Over 110 years history brand which already presented in 51 countries.\r\n⏠Finding out â€Å"Rhodomyrtus Tomentosa” essences which have oxidation activity that help re variety DNA\r\n⏠Large distribut ion channel\r\n+ weakness:\r\n⏠Accounts scandal\r\n⏠Still be a sort of small brand in global market\r\n* â€Å" pay heed xach tay”: Not really a specific brand, â€Å"Hang xach tay” is a new trend in commodity trading in Vietnam nowadays. â€Å"Hang xach tay” trading operations base on the products which flight attendants or pilots or even shop owners’ acquaintances brought back after apiece time they went abroad.\r\n+ Product: Diversified brand names, products, origins and quality. In Hanoi, â€Å"Hang xach tay” has a venue at the â€Å" air travel Street” (Nguyá»n SÆ¡n St.)\r\n+ Strong:\r\n⏠Having stores in every cities and provinces of Vietnam\r\n⏠Having many online retailers\r\n⏠Lower price than official electrical distributors of brands because the shop owners do not have to pay the tariffs and other non-tariff fees.\r\n+ Weakness:\r\n⏠Unclear origin (can be fake)\r\n⏠A large amount of â€Å"Hang xa ch tay” is almost out-of-date or old fake products.\r\nDespite this strong competition, Lancôme can carve out a definite image and gain development among the targeted segments. Lancôme’s Absolue L’Extrait is considered as a supernatural product which is produced by the most advanced and unique technology in the world nowadays. It is a discovery after 10 years searching and growing from Lancôme, a famous reputation brand. Thus, Lancôme’s Absolue L’Extrait leave have an absolute competitive advantage among other products.\r\nThe most potential competitor of Lancôme’s Absolue L’Extrait in Vietnamese anti-aging market is Cle De Peau. However, Cle De Peau’s La skim over U still has just about weak side such as it is the most expensive cosmetic product in Vietnam market. Moreover, unlike Lancôme’s Absolue L’Extrait, even you have already used La Cream U for nighttime care, you still need other lotion for day care for the best result. In short, Lancôme’s Absolue L’Extrait has the newest advance technology in cosmetic indus strive, much suitable price and gives better result.\r\n4. Channel and Logistics Review:\r\nBecause Lancôme has entered Vietnam for 6 years, the distribution channel is still sort of small.\r\n5. Retailer stores:\r\nLancôme has been opened 6 stores (in which four stores in HCM city and two stores in Hanoi) at Parkson (the retail arm of The Lion Group): + Parkson Saigon Tourist Plaza †35Bis-45, Lê Thánh Tông St., Bến Nghé, District 1, HCMC. + Parkson Hung Vuong Plaza †126 Hung Vuong St., District 5, HCMC. + Parkson Paragon †3 Nguyá»n LÆ°Æ¡ng Bằng St., Tân Phú, District 7, HCMC. + Parkson Flemington †184 Lê Đại Hành St. , District 11, HCMC. + Parkson Viet Tower †198 Tây SÆ¡n St., Trung Liệt, Đá»ng Đa District, Hanoi. + Parkson Landmark â⠂¬ 72- Keangnam Tower, E6, Cầu Giấy new urban areas, Má» Trì, Từ Liêm, Hanoi\r\nIII. Strengths, Weaknesses, Opportunities and Threat Analysis 1. Strengths:\r\n2.1. Exclusive biotechnology process:\r\nLancôme has now succeeded in cultivating stem cells from this rose, which can be multiplied infinitely by a biotechnological procedure called Fermogenesis, which strike out ups for severally one stem cell with a gentle growth environment, which preserves its own metabolic rate and all its regenerative potential.\r\n2.2. Unique and extraordinary components:\r\nThe key component is a new active ingredient †Lancôme Rose stem cells †obtained through an grievous bodily harm biotechnological process. These rose cells are claimed to be capable of stimulating human dermal stem cells, which are found in the deepest layers of the skin, and play an essential role in the renewal of the fundamental layers of the dermis. In addition, the anti-ageing formu la is delivered inside a pearly pink cream-elixir, which changes its texture on application to melt into the skin. It is scented with notes of rose, bergamot, pink peppercorns, jasmine, freesia, woodwind instrument and musk.\r\n2.3. Extra â€Å" contentedness petal” applicator:\r\nIn addition to a surpassing anti-aging cream, t here is a message petal applicator to motivate its benefits. oddly tropeed for a dual ritual, it features a grue any(prenominal) warm side to pick up and confine the elixir, and a golden cord side for smoothing and massaging the product in to skin.\r\n2.4. Good distribution channels:\r\nFrom the advantagees in the first store in Ho Chi Minh City, up to now, Lancôme has been opened 6 stores (four stores in HCM city and two stores in Ha Noi) and have intend to open new store in Hai Phong. The market share in 2009 increased 3 generation than 2 years ago. Lancôme store are fixed on well-known shop centers such as Parkson, which are highly d raw and quarterive and convenient for knowing and profaneing product. This factor is one of the most burning(prenominal) factors that have assisted them to apply their high market share in premium cosmetic market.\r\n2. Weakness:\r\n3.5. Small-scale targeted segment:\r\nTarget only on Adults but not for Youngsters. Like some other products, Lancôme’s Absolue L’Extrait has target segment only of adults who have high standard not for youngsters who are the majority of Vietnam population\r\n3.6. Pricing:\r\nThe product is aerated with the high price in comparison with others in the same product line of our competitors. It is a result of unique and valued features of the product.\r\n3. Opportunities:\r\n4.7. Open market:\r\nThe parsimony of Vietnam is growing rapidly and living standard of Vietnamese is improved very much. As a result, Vietnamese women go away care to a greater extent about their health as well as their beauty. They result evanesce to a greater extent for skin-care products. It is an open market for Lancôme to develop their rarefied products.\r\n4.8. Increasing targeted customers:\r\nThe targeted customer of Lancôme is the upper class. As a result of development in economy and globalization, there are more(prenominal)(prenominal) and more the rich, who are free to pay much for luxurious line of product, in Vietnam.\r\n4.9. The development of distribution channel:\r\n* Parkson, the master(prenominal) distribution channel of Lancôme in Vietnam, is developing and becoming more and more hot here. It once succeeded in help Lancôme increase their market share in some Asian countries, especially in China, where has some similarities in economy and society with Vietnam. * The development of the net makes it easier for customers to entrance fee to Lancôme’s website and find information about products. They likewise can buy products they want through the Internet conveniently and fast.\r\n4. Threats: \r\n5.10. Increasing competitors:\r\nMore corporations with famous brands are entering Vietnam market with high-quality cosmetics that offer some but not all of benefits provided by Lancôme. Some of them have lower price in comparison with Lancôme’s Absolue L’Extrait. Beside these official competitive companies, the product in addition has to cope with another kind of competitor called â€Å"hang xach tay”, which provides cosmetic products from abroad with cheaper price and is very popular in Vietnam nowadays.\r\n5.11. Effects of global economic crisis on Vietnam economy: The crisis on global economy has certain impacts on Vietnam. One of them is effects on community’s spending habit. Due to pressure on difficulties in economy, customers will buy fewer goods and they only buy necessary goods. As a result, luxury goods like Absolue L’extrait will not attract many people, even the rich. That will be a resistance to Lancôme’s revenue .\r\nIV. Market-Product Focus:\r\nThis section describes the three- year marketing and product objectives for Lancôme’s Absolue L’Extrait Cream. It includes a description of our target markets and our product specialism strategies. 1. merchandising and Product Objectives\r\n* Non-financial Objectives\r\n* Launch product by July 2012 †with distribution primarily in Parkson part. * Gain a 10% market share among existing anti- aging products. * change a minimum of 10,000 units in the first year, with at least 25% increase in sales in the next 2 consecutive years.\r\n* fiscal Objectives\r\n* Generate at least $3.5 million in revenue during the first year.\r\n*Increase attain growth by at least 10% per year for the next 3 years.\r\n2. Target Market\r\nFor our product, we revolve about on targeting the end users, as these consumers make the finding to bribe. Our target market is professional women over the age of 30. These women are concerned with the signs of aging and trust Lancôme, as they believe Lancôme is devoted to quality skincare products. These professionals move in upper income and live in urban areas. They are buyers of fashionable clothing, premium products and shop in upmarket designinge section stores.\r\n3. Product distinction\r\nProduct differentiation is the significant other half of product office: the two must work together to achieve success. Many manufacturers offer creams that are designed to curb the sign of aging around the face. Thus, it is detrimental to the success of a product that it carries addition benefits and features that make it more attractive to the consumers than the industry alternatives. Absolue L’Extrait differentiates its self from its competitors through the advantages listed below:\r\n* Unique formula with our most respectable regenerating ingredient, Lancôme Rose Native Cells.\r\n* Well-research through 10 years.\r\n* Strong brand equity.\r\n* Easy to obtain through up scale department stores where our target customers usually go shopping.\r\n* Backing from strong parent high society, L’Oreal Companies, Inc.\r\nV. marketing strategy:\r\n1. Product Strategy:\r\nOur product dodge for Lancôme’s Absolue L’Extrait Cream is â€Å"Product differentiation”. Products designed by our competitors to reduce the signs of aging have over and over proved to be ineffective. With Lancôme’s Absolue L’Extrait Cream, we will change this notion. Women can constitute through Lancôme’s revolutionary skincare innovation and our most powerful regenerating ingredient, Lancôme Rose Native Cells. As described in the earlier Product dawdler section, our star ingredient, Rose Stem Cells, is claimed to be capable of â€Å"stimulating human dermal stem cells”. The natural regenerating potential of plant stem cells and the self-renewal of the skin’s own dermal skin cells provide a double boost deep i n the skin’s makeup, resulting in a smoother, more radiant and more youthful appearance.\r\n2. Pricing Strategy:\r\nâ€Å"Lancôme’s Absolue L’Extrait Cream is considered the most advanced product; it brings efficiency balance wheelal to its value”, gibe to Youcef Nabi, president of Lancôme fraternity. The suggested retail price for this product will be $385, the price that is slightly higher than our major competitors. The descryd benefits of our product are high with respect to the price, therefore Lancôme is taking on a value- pricing strategy.\r\nFigure 1 Price/ survey constitute for the Lancôme’s Absolue L’Extrait Cream\r\nAs shown in Figure 1, our product is in the Fair Value Zone at the Premium point. We can use this value-pricing strategy based on certain conditions. First, the superior quality of our product and our brand, Lancôme, will support the higher price that our true customers will trust and buy this prod uct. Second, our target customer, upper-class women, will care about the value rather than the speak to of the product they procure. Finally, competitors cannot be able to enter the market because of our unique formula in the cream, therefore they cannot undercut our price. By using this strategy, we believe we will be able to gain a considerable amount of market share.\r\n3. dispersal Strategy:\r\nL’oreal Vietnam company is the main distributor of Lancôme in Vietnam. Our channel strategy is to use exclusive distribution, which enhances Lancôme’s image and allows higher markup. We focus on marketing the cream through our chain of Lancôme stores in Parkson department stores. Parkson has eight modern and successful department stores, 4 in Ho Chi Minh City, 2 in Hanoi, which are big cities of Vietnam with large proportion of high income people. Moreover, it is obvious that most of Vietnamese citizens perceive Parkson as a special location for shopping luxury, expensive and high quality goods, creating advantage for Lancôme to build strong brand in Vietnam and r individually our target customers †upper class women.On the other hand, it is unfortunate that our company has not yet established Vietnamese official Lancôme website so we can’t serve customers station purchase.\r\n4. merchandising Communication Strategy:\r\nOur company will follow the concept of integrated marketing communications-blending the furtherance tools into a coordinated promotion mix.\r\n5.1. Advertising:\r\n sooner of using means like television or radio, we choose Magazine and liquid crystal display advertising as the main media vehicles. Regarding using cartridge clip, the objective of our company is to proceeds advantage of well-known, expensive magazines about beauty, whose refs are women antique average 27 years old. According to the new-fangled research we have collected, the company decide to market through 3 famous magazines- Elle, He r adult male and heritage devise:\r\n+ Elle: a worldwide magazine of French origin with 140,000 readers over 20,000 egresss in Vietnam. The age of reader is higher up 27, which is suitable for the company’s strategy. In this magazine, we will place our full- foliate advertisement about L’extrait cream in the fourth cover in order to take readers’ attention efficiently.\r\n+ Her world: monthly special issues by Sun Media company who bought the rights transferred from Singapore Her World magazine .It is becoming more and more famous thanks to Vietnam’s conterminous Top Model contest. Our company will promise with Sun Media representative to launch our lasted product â€Absolue L’extrait cream in the same position as we have in Elle magazine.\r\n+ inheritance fashion: In-flight magazine for Vietnam\r\n airways .The purpose of ours in marketing in this kind of magazine is to reach female customers in domestic help flight of Vietnam Airlines. To avoid missing key customers who simulate’t have time to read magazines as Elle and Her World, Heritage Fashion is an ideal preference to bring to them our new product when they spend time to loosen during their flights. *Months of publication: February, April, June, August, October, December.\r\nIn addition, we plan to use LCD advertising in our marketing strategy. The depiction of product will appear on LCD screens of Parkson department stores, which are hardened in elevators or the halls. The customers will passively attack to our product without purpose. This method is more effective than Television advertising.\r\n5.2. Direct Marketing:\r\n+Website: along with on the job(p) with Elle in marketing in magazine, we also like to put wafts about the product at the corner of the main website of Elle: http://www.elle.vn/ and Parkson: http://parkson.com.vn, which will lead the customers without delay to our company Facebook page providing detailed product‘s in formation. Absolue L’extrait‘s features and price will be updated in Parkson website as well. Furthermore, the company will put the news of Absolue L’extrait in the front page in our Website so that our loyal, potential and first- time customers can easily approach to the product.\r\n+Online Social networks: Facebook is the best choice for online marketing in Vietnam because most of Vietnamese earnings users have one or more Facebook history while Twitter seems to be ignored here for some reasons. Therefore, our company will place the induction of Absolue L’extrait as special publication on Facebook page and update as well as answer the questions about this product.\r\n5.3. Sales Promotion:\r\n+Displays and materialization: We will send each of our retail stores large color advertisement to display in the stores as well as small brochures explaining our product and its feature in Vietnamese. The display needs to emphasize that Absolue L’extrait cream is the most innovative and luxury product of Lancôme.\r\n+Sample: Another method is that samples will be available to consumers, this is a great way to â€Å"try before you buy”. Sampling develops a loyal consumer because the customer will only return to purchase the product if she genuinely liked it. Our company will give limited number of samples to customers who purchased over 3 million Vietnam dong. The sample will mother to be handed to consumer 1 month before the submission of the product.\r\n5.4. Personal selling:\r\nThe company will provide salespeople about detailed information of the product such as superior features and advantages to give the useful advice to customers. Besides, since Lancôme entered Vietnam market in 2006, the brand has had substantial amount of loyal customers who have strong belief in our product. Lancôme salespeople are also well trained to build and maintain close relationship with those ones. These sale consultants will sho ck with the potential customers about the presence of the latest product- Absolue L’extrait anti- aging cream .\r\nTheir interpersonal communication skills help them to deliver a clear, concise and consistent message to your prospects about the product and give the reasons why they should purchase it, basing on the salespeople’s understanding about them. recurrence salespeople need to gather customer information and follow up with the each customer 3 days after the samples are given to batten down potence otherwise its money down the drain.\r\n5. Marketing validation:\r\nMarketing organization will reveal the frequent outlook about how the marketing fight down operates and how it gains success. Ms. Sonia Chiu, the pass marketing officer at Asian Region, is in charge of planning and designing a general marketing strategies and handing it over to the subordinators within the supervision.\r\n* Marketing development and project manager, one of the sub-division of m arketing organization, will work in collaboration with the advertising agency with whom they develop the advertising material for the launch (3 main magazines: Her world, Heritage fashion, Elle). This division also work\r\nwith the packaging design agency, press relations and internal communications staff. * regional manager are responsible for the sales targets set by the Group, pursue the sales promotion and need to have the capacity to analysis your results so as to allow you to imagine and to conceive corrective functional strategies when required.\r\n* Store marketing manager investigate any and every alternative distribution network probability (street merchants, Internet, etc.) and work on negotiations, for example about the promotional iron outs delivered through distributing brand stores. * Distributing manager is one subordinator who carries out the logistics and distribution of new- launched product through the only retailer channel †Parkson. This division will ta ke reach under the leading of store manager.\r\nVI. Action Programs:\r\nThe company decide to launch Absolue L’extrait in July 4th, 2012. pursuance are summaries of the bodily process programs we will implement in six next months since this June 4th, 2012 to achieve our stated objectives.\r\nJune. Pre-launch action month: From June 4th, 2012. The campaign will officially engender in all 6 Lancôme stores in Parkson’s malls. The Vietnam L’oreal company will send representatives to each one to help decorating with the image of Absolue L’extrait visual aspect in the stores. The leaflets are going to be pose in cash desk. These actions are to be use early in order to attract the customers ‘curiosity. We also want to initiate the method â€Å"try before you buy” to our customers, therefore, the samples will be sent to V.I.P and customers with above 3 million product bill until the end of June.\r\nCounter salespeople need to gather custome r information and follow up with the each customer 3 days after the sample was given to insure effectiveness. Moreover, our training staff will work with sales personnel at 6 shops to explain superior features as well as advantages of the cream. On Facebook, we will set July 4th as important event and provide the product’s information. We plan to relieve an article introducing new anti-aging cream of Lancôme -Absolue L’extrait and come out it on double page spread of Elle, Her World and Heritage Fashion with detailed information.Every LCD screens in each Parkson department stores will run video of Absolue L’extrait.\r\nJuly. Launch month: The program of handing samples need to be ended.The product will be put at an eye catching position in the stores and the Absolue L’extrait banner must be placed in front of each shop in order to attract customers passing by. The salespeople will begin to contact to their loyal customers through phone, e-mail or a c lose conversation. They will try to inspire consumers entering store about the appearance of the product. ad will be put in the fourth cover in Elle and Her World magazine. On the main page of Elle’s website, the product’s banner will appear once people access and lead them to our Facebook page.\r\nAugust. The company will register to do marketing in Heritage Fashion magazine with the same position as in those 2 magazines to target business women who usually get flights and V.I.P of Vietnam Airline that usually receive this magazine.\r\nSeptember. In this month, because the Heritage Fashion will not be published, we will sustain with August strategy. The comments of customers after using Absolue L’extrait will be posted on the Facebook.\r\nOctober. Salespeople continue to secure the efficiency of the product by contacting with their customers. Advertisement on magazines still goes on following to the schedule and with publication of Heritage Fashion in this month.\r\nNovember. Advertisement campaign will continue as September. The results of customer ecstasy surveys and feedbacks will be analyzed carefully. We will begin to collect the reply from the customers and readers of 3 magazines about the campaign to get improvement for the next marketing activities.\r\nVII. compute ( in one year from 7/2012 to 7/2013 )\r\nBy setting objective aimed at unit sale per year is 10,000, total first year sales revenue for Lancôme in Vietnam is projected at $3.5 million, with a selling price of $350 per unit (without VAT), and uncertain cost of $300 per unit (the cost include importing tax ). The first year profit are anticipated approximately $237,400. Break-even calculation indicates that Lancôme’s Absolue L’Extrait Cream will become productive after the sale volume exceeds 5,252 units in this year. The break even analysis of Lancôme’s Absolue L’Extrait Cream assumes that revenue in this year is $3.5 million, variable cost per unit is $300, and the estimated fixed costs is $262,600. Based on these assumptions, the break-even sale volume is:\r\n$262,600÷$350-$300=5,252 units\r\nBreakeven sales: 5,252 Ã$350 =$1,838,200\r\n mention :\r\n• Total Fix cost = $262,600\r\n+Cost for rent and freight cost: $35,000\r\n+Advertising: $90,200\r\n+Direct Marketing: $42,000\r\n+Sale promotion: $61,800\r\n+Personal selling: $33,600\r\n• varying cost: $300 per unit (included import tax)\r\n• selling Price: $350 per unit (not included VAT)\r\nVIII. Controls\r\nThrough this marketing plan, our corporate goals have been projected and our methods for achieving these goals have been defined. To reassure success, the company needs to re-evaluate the progress towards these goals in each quarter to determine if our marketing plan is working properly and profitably. If it appears that we are not meeting our goals each quarter, we will need to analyze our marketing plan and make adjustment s.\r\nSource\r\nBackground information and market data adapted from:\r\nhttp://stylist.vn/tin-tuc-lam-dep/lancome-sap-sua-ra-mat-dong-kem-duong-ky-dieu.html http://www.phunuonline.com.vn/thoitrang-lamdep/2009/Pages/Lancome-ky-niem-3-nam-hien-dien-tai-Viet-Nam.aspx http://www2.lancome.com/_en/_ww/index.aspx\r\nhttp://www.parkson.com.vn/vi/taxonomy/term/20 http://duhoc.dantri.com.vn/c23/s156-62983/estee-lauder-muon-chinh-phuc-viet-nam.htm http://www.esteelauder.com.vn/?q=website_admin%2Fevents& notice=316|339| http://www.ytuong.com.vn/?module=detail&pid=3&id=253 http://www.lantabrand.com/cat3news3023.html http://www.clinique.vn/?q=website_admin%2Fnode%2F14%2F&menu=133\r\n'