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Lush

Intro to ads
by

phuc lam

on 11 August 2013

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Transcript of Lush

31/3/2013 from 6 PM to 9 PM



Famous celebrities:

- 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
Group members:

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
in
Vietnam
For bath: Bath bombs, bubble bars and soaps.

For hair: Shampoo, conditioner and styling gels.

Budget: $160,000
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.

Socioeconomic:
Office workers or middle to high-class housewives.
Income: 9 millions VND and above.

Psycho graphic:
Personality: optimistic, open-minded, social-oriented.
Values: environmental lovers, willing to experience new product, highly regard personal beauty and health.

Approximately 42,340 people.
Target Audience
Mandatory
Objectives
Communication objectives
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’.
Action objectives
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.
Media Objectives
Lush’s primary mission is to accommodate customers with truly exhilarating relaxation experience through environment-friendly, organic handmade products.
Key Message
IMC elements
1. Advertising
2. Point of purchase
3. Sale promotion
4. Public Relations
1. Advertising
1.1 Endorsement
Huynh Anh
1.2 Magazines' advertisements
Advertisements on 4 magazines within 2 months
1.3 Billboards
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)

Official stores
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
Continental Saigon
Scheduling Strategy
Continuity
Ensure high frequency in consumer attraction
Flighting
Maximize impact on target audience at special time
Media Flowchart
Budget Allocation and Rationales
Budget Allocation:

Endorsement: 176,000,000VND
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 
Total: 2,732,290,000VND

Rationales:

Pulsing
Full transcript