Brand name

Luas is a new brand from Vietnam, the brand name is inspired by "Lua" - is a
plant, symbolizing Vietnam. In addition, “Lúa” is also the main ingredient in the
products body mist of "Luas". Triticum Vulgare (Wheat) Germ extract not only has
a good moisturizing effect, but also has the ability to lighten the skin when used.

The upcoming collection of "Luas" wants to convey meaning to people about

the environment and nature.

What is Body Mist ?

Body mist is not a new product on the market, a

"hybrid" line between traditional perfumes and body
lotions. However, there are still many people ambiguous
about the name as well as the use of this product line.

Exactly this is a fragrance for the

body- body spray with a milder scent
compared to traditional fragrances.
Some types add moisture to the skin.
Therefore, this is a two-in-one product
that both scents and effectively
moisturizes the skin, often used for
women but also products for men. In addition to the concept of body mist,
some of you also know this product line as body spray.

Famous brands : Victoria’s Secret Fragrance, Bath and Body Work, The
Body Shop , Innisfree,..

Body mist is popular with many people because it is cheaper than

perfume with a variety of colors. This product has a large volume of about
150ml - 250 ml. The most prominent point must be the scent, the scent is
diverse and gentle, sweet but no less luxurious and aristocratic. Otherwise,
not only uses body mist for body but it also can use for clothes, bed, pillow or
around your house.

The main drawback of body mist is the poor ability to keep incense
(3-4 hours) and you need to bring your body mist with all the time.

Micro enviromental factors

Competitors
In the body mist Market, Luas faces competition from other companies like
Victoria’s Secret , Bath and body work and Innisfree Perfumed. We may lose in this
brand competition , because we just join in the market with lower popular brand. So
chose to chase our customers mind of product is the better way to win.

Customers
Products sales depend mainly on the degree of consumer satisfaction. Our customer
is the middle class so they are individual buyer . It’s very hard to satisfy them all.

Suppliers
We’ll focus on develop our specification products about environment like: earth ,
water , air ,…Luas designers have create our product 2 in 1 , it mean you can use 2
smells in 1 bottle. We’re choosing delivery,reliability, credit, warranties and
obviously low cost in other to make our product quality better.Retailer is the best
supply channel for us.

Pulic
If Luas want to stronger and developer.We need to create goodwill among
public, help to get a favourable response for us.Luas would be wise to spend time
monitoring all their public understanding their needs and opinions and dealing with
then constructively.

Marketing intermediaries
How Luas product can reach customer hand?It always a difficult question. We
use Middlemen (retailers) to promote our products and bring our products to
customers.Middlemen will help us in overcome the discrepancies in quantities place,
time, assortment and possession that would otherwise exist in a given condition.In the
other hand , we used cross channel marketing connected with gym ( california fitness)
and other spa to increase Luas popularity.
Worker and their Union
As per the production function theory, the labour gets more importance. He is
also one of the pillars of the company.So choosing employer and have employer’s
exploitation is very important of company. It’s company “pillar”.

Macro eviromental factors

Demographic forces
Age: 18 -30 years old
Culture : Asia
Country : Vietnam , Korea , Japan,..
Education Level as a Variable

Technological factors
Design technology

Natural and pollution forces

Our product are friendly with environment , the reuse bottle can be recycle to a new .
And liquid can be dismantle with land.

Political and legal forces

Through health and safety law

Social and cultural forces

Purchasing habits of customer 1 product per month
Level education : Upper university
Social class: middle class
Growth rate of the population : 1% per 1 years
 The position of Body mist in the market

International

The global body mist market can be classified based on type, age group,
application, end-user, distribution channel, and region. Based on type, the
market can be segmented into colognes, perfumes, and mists. In terms of age
group, the global body spray market can be categorized into 10 to 25 years
age group, 26 to 40 years age group, 40 to 55 years age group, and 55 to 70 age
group. Based on application, the market can be divided into party, exotic,
regular, and sports. In terms of end-user, the global body spray market can be
classified into male, female, and kids. Based on distribution channel, the
market can be segmented into e-commerce websites, supermarkets,
hypermarkets, independent stores, specialty stores, pharmacies, and others
such as retail shops. Based on region, the global body spray market can be
categorized into North America (the U.S., Canada, and Mexico), Asia Pacific
(China, India, Japan, Australia, South Korea, the Philippines, Indonesia,
Malaysia, Vietnam, Thailand, and Singapore), Middle East & Africa, Europe
(the U.K., Germany, France, Russia, Spain, Poland, and Italy), and South
America.

In Vietnam
 Analysis Demographic

Total Population aged Population Population aged

population 0-14 aged 15-64 65+
(%) (%) (%)

2020 97,339 million 23.2 68.9 7.9

people

Based on demographic
statistics in Vietnam shows that
the average income per person is
getting higher and higher. The
total population of the country is
over 97 million people, of which,
the majority of people aged 15 -
64 accounts for (68.9%). This is
considered the working age
group of the country and is also
the age group generating the
highest income.

In Vietnam, there are 11 largest cities

in the country, in which the population in
Ho Chi Minh City is mainly (nearly 3.5
million people). At the same time, HCM
city is the largest city center in the
country, this is also the most suitable place
for people to start a business, do business
and work. With technology 4.0, almost
everyone uses electronic technologies,
social media is a means for them to
interact, chat, trade and shop. Social
networking is the best way today to help customers know product details,
easily select and compare items.That's why body mist is known to everyone,
especially women or female students from 15-23 years old.
In 2019, body mist recorded strong value and volume growth due to
higher living standards and better economic performance. Awareness is rising
of the importance of using body mist to improve body odour and show off
one’s status as a result of strong advertising activity by leading players. Over
the forecast period, demand for body mist is expected to increase gradually,
following the increase in average income and living standards.
At first glance, we can see there are loads number of body mists which
are sold in market :

In the online shops

( distribution channels )

In department stores or malls

 As the price of body mists are quite low ( from 100.000 VNĐ to 400.000 VNĐ) ,
they are much cheaper than perfume. So body mists which are popular by students are
easy to buy at retail distribution channels.

Analyze the competition

Cause we just a new producer who made a new product called “Luas” so join in
market in 2021 with a Covid 19 is the biggest challenge. And faced with big company
Asia like : Japan , Korea , …, they rule most of market in Asia .It’s a true difficult for
us to promote our brand and product.But it will be a force for us to rise our brand in
this hard time. We used a “unique” that only our product have is “rice” which can
make the customer know and believe use Luas. Answer for customer why they should
use our product instead of other product.

A broadcast strategy
Content “Safe broadcast”

In this Covid-19 pandemic . We use advertise through internet and social media
to broadcast our body mist. This broadcast give customer know how body mist use
and benefit of it.Give them more information about this product benefit.And we use
influencer streaming use our body mist directly in their live stream and give feedback
to viewer.So we can know what our body mist is good for use or need to improve.

Market Segmentation
“Laus” divide a market into smaller segments with distinct needs,
characteristics, or behavior that might require separate marketing strategies or
mixes.

Segmenting consumer market

We focus on 2 target group

Women ( 16-40 years old ) people
who attach great importance to
cosmetics and beauty care.
Shopping behavior:
 16-23 years old this is a quite popular
age group for mist products and their income is mainly
from their family. Although not financially independent,
they are still willing to spend 200.000-300.000VNĐ on
 body mist products. Shopping behavior of this age group often focuses on the
brand, the form of the product (products with eye-catching packaging) and loves
the scent of fruit and wood. Because they are students, they like small and lovely
products that are easy to carry in school bags.
 24-30 years old this is the age group that uses body mist the most. They often
choose eye-catching or elegant product lines, with scents mainly from floral and
fruit scents. On the other hand, this age group focuses on price, but they are still
willing to spend on body mist lines from 200.000-600.000VNĐ. Like the above
age group, they all like compact, easy-to-carry products.
 31-40 years old this is the age group that is least interested in body mist products,
but is the age group with high income levels. They focus on the use and fragrance
and volume of the product more than other factors.
Men : people who attach great importance to health and beauty. Especially men
do exercise and play sports.

Attractive factors for customers

to choose products

S_W_O_T
Strenghts
New unique product “Luas” , limited sale with gift is the ears of corn keychain ,
high quality products. The product was designed to fit , it’s convenient for you to
bring it.The most important thing is special smell that it have in other to change the
body mist market.
Weaknesses
Young company , lack of experiences , investor , distribution channel. Not a
popular brand or product.
Opportunities
Join the market with the new brand and the new product make our organization
have a lot of changes.Like have a new customers , create our popularity and attract
some big investor or co.op company.When we rule the market in Viet Nam , we want
to create our good reputation in Asia . So we can join in the wold market.
Threats
Covid 19 pandemic impact on people income, daily life and buyers behavior , dead
debt .

Objectives

Maintaining or - Achieve revenue growth of 10% per year for the next
increasing market 2 years
share - Increase market share in south—east Asia by 5% by
2022
Develop new - Launch at least 5 new collection into the market in
products 2022 and 2023

Meeting the need - Achieve at least 90% excellent customer service rating
of customers per month
- increase the proportion of sales bookings from repeat
business to 45%
Gaining an - reduce average distribution costs to less than 5% of
advantage over gross revenue
competitors - improve brand recognition among the 17-35 age
group

Market Targeting
My company focus on Differentiated Marketing : A market-coverage strategy in
which “Luas” decides to target several market segments and designs separate offers
for each.

The differentiated marketing strategy is superior to the non-discriminating

marketing strategy in meeting the diverse needs and desires of the market. By
diversifying products and marketing efforts, a business has the ability to increase sales
and penetrate deeper into multiple market segments.
 Nevertheless, a disadvantage of this strategy is that businesses have to deal with
the increase in costs spent in production and trade.

Micro-marketing is an approach to advertising that tends to target a specific

group of people in a niche. With micro-marketing, product or service is marketed
directly to a targeted group of customers. This is the marketing goal that “Luas”
Company wants to achieve.

Positioning

Market Positioning refers to the ability to influence consumer perception regarding

a brand or product relative to competitors. The objective of market positioning is to
establish the image or identity of a brand or product so that consumers perceive it in a
certain way.

When the customers comes to perfumes, most people think that to get a fragrance
product they will pay a large amount of money for such products as Chanel, Gucci,
Luisvotion . . . Most of their purpose is to have a fragrance. To hit customers'
psychology, ‘Luas’ perfumes have met the following requirements:

This pocket-sized fragrance is pleasant and suitable for men and women and can
guarantee a fragrance for longer than three hours.

People will buy this perfume at a cheaper price than other commercial products.
If you buy our product, I am sure that you will be satisfied with its quality, its low
price, a wide selection of scents, suitable for all situations and especially the quality of
keeping its scent

Strategies Focus
 Product innovation
 Inclusion of more products with “ natural “ claim
 Strengthening supplier network

Product
Welcome everybody to our newest
collection - made by Luas.

Since a long time preparing, we are

excited to unveil our NEW “children”
- a summer collection of Body mist.
Our collection gets inspiration from nature, environment. Along with it is the
scent extracted from the typical flowers and fruits of Vietnam.
Moreover, in most products we produce, the ingredients are also added an
amount of additives which are extracted from rice in order to smooth and
tone your skin, and even improve different skin conditions. The things which
we improve not only about the mist’s smell, but also the addition of skin
caring.
The collection consists of 4 products with a new outlook and more special
functions. Each of them will contain 2 different kinds of liquid as we call it “2
compartment body mists”. By this method, customers will have more choices
when buying our body mists. The collection not only brings shape innovation,
but also wants to wide spread awareness of the issues affecting our planet.

Earthy :A scent with a

combination of rosewood and
jasmine, a scent that creates a
sweet, warm, and elegant
fragrance.
Smoky White : The scent is
extracted from coconut, lily
orchid and vanilla. The top notes
are a burst of sweet, light
coconut and vanilla notes.
Finally, the scent of spirit
orchids creates a feeling of closeness.

Sandy Beach : This is a delicate

combination of passionate
amber, combined with fresh
aloe and tender oats to create
an unforgettable scent
personality.
Tropical Fruity:This is a scent
that always attracts both
women and men, because the
characteristic scent of purple passion fruit, peony and orchid vanilla brings the most
confident attitude for girls.

Aqualuas:It is a strong and

refreshing scent with a combination
of fresh mint, citrus and cedar
wood.
Sav Ocean: Exquisite and delicate
combination of essences from
natural sea salt flowers and lotus
and aloe scent. The scent lingers on
the skin to bring out the fresh
feeling of the sea breeze, the warm
feeling of the sun, and the seductive
loft of the lotus pond at dawn.

Burny Wood: A complex

aroma mixed with many scents,
bringing the warmth of black
raspberry, ripe plum and
orange.In a moment, the blend
of youthful vanilla flavor,
fragrant rose notes and the
passionate enchantment of the
musk produces a seductive,
provocative scent.
Vocanol Boom: This must be
an interesting Body mist
because of the subtle
combination of melon, plum
and orchid in South Africa. The passionate scent creates a sexy and seductive feature
from the haughty red color.

Luas will hit the market with 100 collections, 800 2-compartment body mist
bottles, and 150 mini size body mist in June.

Body mist can be used

Bodymist can be directly applied to the skin. Preferable on clean and dry skin. You
can apply the mist immediately after showing or bathing or before stepping out. The
light pleasant aroma is a great way to wander throughout while feeling refreshed.
Applying a bit of most mist before going to bed and pillow sheets to provide a
relaxing feel. Mist can also be sprayed on delicate fabrics as they have a low
concentration of essential oils, and depending on the formulations.

Spraying the armpits, chest and neck a few times will allow the essential oil to linger
providing a subtle lasting smell.

Depending on the body mist you can apply it on the face.

Price
Market price analysis
Brand Price
Victoria’s Secret 299.000 - 366.000 VNĐ
Bath and Body Works 310.000 - 402.000 VNĐ
The body shop 289.000 - 649.000 VNĐ

Price analysis of our company

Total cost of production : 54.600.000 VNĐ ( raw materials, materials, decoration and
printing).
 Boxes of 100 collections : 4.500.000 VNĐ
 800 single boxes : 12.000.000 VNĐ
Cost rent : 8.000.000 VNĐ
Advertising costs ( PR): 30.000.000 VNĐ
Staff : 4 sales - 1 customer care - 1
manager - 1 accountant : 35.000.000
VNĐ
Total: 127.600.000 VNĐ

Product Price
Retail price : 329.000 VNĐ
Retail price of mini size body mist:
56.000 VNĐ
Price of collection : 1.199.000 VNĐ

PLACE
We should rent an apartment at 35 Nguyen Van Trang apartment at district
1.Because this is a place that is attracting a lot of new clothing shops and cafes
here. The cost of renting a fairly cheap apartment is only from 6 million VND
to 10 million VND per month, very suitable for new brands with low budget.

In addition, Luas has fanpage and links to social networking channels on

Facebook, Instagram, Tiktok as well as opening product introduction
meetings on social networking channels.

Promotion
 Opening
1. Free trial products with a capacity of 5ml for customers buy collection
and like, follow or share fan page or website of our brand . Limited
quantity is only 50 bottles for the first 50 customers.
2. Discount on the value of the order. When buying bill over 1 million we
can reduce 10% or free shipping for online bills .It was only about 1 week
from opening day.
 Strategies Promotion
1. Discount 10% on total orders when like, follow, share on social networks,
so that customers can access other products
2. Save customer phone number to accumulate points when making
purchases.
3. For example: when buying a 500.000 VND order, you will earn 1 stamp,
when you collect full of 10 stamp, you will reduce 10% for the next bill.
4. On occasion like Valentine’s Day and Women Day, Mother’s Day ,
Teacher’s Day will discount on products.
5. Offering discount vouchers to customers on the next purchase or when
referring acquaintances.
6. Discount 10% on customer's birthday month.
7. Create separate coupons for bloggers, influencers, KOLs, ... and track who
gives the brand too high a boost and then we can know which blogger is
suitable for future campaigns.
8. Discount on the value of the order. When buying bill over 1 million we
can reduce 10% or free ship.
9. Free trial products for customers who buy through the website with an
order value of over 800.000 VND.
10. Introducing ads offering discount vouchers to customers who first visit
the site.
11. Giving away big promotional vouchers or giving away new products that
are not yet on the market for loyal customers.

Moreover, Luas has a special promotion for customers. After using the
body mist products from the Luas brand, consumers can return the empty
bottle to the store to receive the following incentives:

Discount 30% for the next total order and receive 1 additional stamp in the coupon.

END