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Transcript of Lush
- Hanoi: Hoang Hai, My Dung, Huynh Anh.
- HCMC: Le Hieu, Ho Ngoc Ha.
20h30 - 21h30: Candles will be utilized instead of light bulb
Guest singers will perform acoustic music to rouse and create intimate atmosphere.
Advertising campaign for Lush
Hoang Van Khanh - s3259058
Vu Hoang Oanh - s3312315
Lam Hoang Phuc – s3312319
Tran Thi Phuong Thao - s3258220
Nguyen Thi Huyen Trang - s3275185
Le Thao Vi - s3410135
International brand with organic handmade cosmetics
For bath: Bath bombs, bubble bars and soaps.
For hair: Shampoo, conditioner and styling gels.
Duration: February 2013 – August 2013.
Location: standalone stores and shopping malls in Hanoi and HCMC
Geographic: Ho Chi Minh City (urban 8 million people) and Hanoi (urban: 7 million people)
Demographic: Vietnamese female aged 25-34, adult, generation Y, single or married.
Office workers or middle to high-class housewives.
Income: 9 millions VND and above.
Personality: optimistic, open-minded, social-oriented.
Values: environmental lovers, willing to experience new product, highly regard personal beauty and health.
Approximately 42,340 people.
70% of target audience in Hanoi and HCMC are awared of Lush by the end of July, 2013.
At the end of the campaign, 50% of target public can easily distinguish Lush’s products from competitors’.
20,000 views at Lush's website
50% target audience tries products
50% target audience visits Lush stores and booths
80% of customers who have the ‘Magical Candle Light’ ticket join the party
70% of target audiences are exposed to Lush’s advertisements at least 3 times a month.
Lush’s primary mission is to accommodate customers with truly exhilarating relaxation experience through environment-friendly, organic handmade products.
2. Point of purchase
3. Sale promotion
4. Public Relations
1.2 Magazines' advertisements
Advertisements on 4 magazines within 2 months
Two different versions in Hanoi and Ho Chi Minh city within 2 months
1.4 Online banners: on Lush's official website
1.5 Indoor banners: elevator advertisement at
Hanoi: Melinh plaza & Vincom
HCM city: Parkson Hung Vuong & Parkson Le Thanh Ton
2. Point of Purchase (with standees)
Retails: Parkson (HCM) & Vincom (HN)
The 'Magical Candle Light' party
3. Sales promotion
Bundle: 1 bundle for 1 ticket to ‘Magical Candle Light’ Party (only for 200 earliest customers)
From February 27 - March 8, 2013
Exchange: 5 used Lush tags for a new product. From May 15 - July 15, 2013
4. Public Relations
Earth Hour: join the Green Community to emphasize: Environmental-friendly products with 100% hand made, little or no preservative and packaging.
'Magic Candle Light' party - Earth Day celebration
Hanoi Daewoo Hotel
Ensure high frequency in consumer attraction
Maximize impact on target audience at special time
Budget Allocation and Rationales
Magazine: 900,710,000 VND
Outdoors Advertising: 729,600,000VND
Indoors Advertising: 15,480,000 VND
Research: 8,500,000 VND
Event: 532,000,000 VND
Celebrities: 250,000,000 VND
Print: 100,000,000 VND
Websites & Online banners: 20,000,000 VND