(e!Contest 11.0) Đề Vòng 1
(e!Contest 11.0) Đề Vòng 1
(e!Contest 11.0) Đề Vòng 1
PRISTINE
VEGAN PRODUCT
& REFILL STATION
MARKET ENTRY
LƯU Ý
Mọi thông tin liên quan đế n brand trong đề đề u là thông tin giả lập, không đại diện
cho bấ t kì một brand có thật nào.
THE BACKGROUND
PRISTINE’S STORY
The development of PRISTINE Cream over 100 years ago marked the beginning
of a unique success story and the birth of the World’s No.1 Body Care Brand*.
PRISTINE is the product of brilliant research, outstanding creativity, and sound
business acumen.
From a small pharmacy store in Euro in late 19th Century, after 110 years of
continuous expansion and development, PRISTINE now has 144 branches
globally, and enjoyed a record-breaking year with 5.2bn EU in sales, up by
16.2% and double-digit growth in all regions and categories, which makes it
currently the world's largest brand of skin care and beauty products.
POSITIONING
With the goal “ensuring that people all around the world feel good in their skin”,
PRISTINE has established a reputation with “Gentle Care” and “Wellness”. The brand
was based on 4 values Care, Simplicity, Courage and Trust which were highly
represented and empowered the characteristics of a strong and active woman in
the modern life. It is now one of the top brands in the personal and skincare industry,
bringing the innovative and dermalogica products for hydration, deodorant and sun
protection.
However, in Vietnam, vegan cosmetics have only been widely noticed in the past 10 years. Only a few local
and international vegan brands joined the market, because of limitation in vegan product awareness, trust,
smuggled, unregulated counterfeit, and mislabeled products. Moreover, the market is flooded by popular
and well-communicated Korean beauty brands or cheap Chinese products.
KEY DRIVERS
Vietnamese consumers’ increasing consciousness
LUSH, the leading handmade cosmetics brand from the UK, officially launched
in Vietnam in June 2023. Before that, LUSH is famous within Vietnamese beauty
community through E-commerce. Founded in 1994, LUSH’s unique products that
LUSH are handcrafted using fresh, non-toxic, and non-animal-tested ingredients.
LUSH’s product line is expanding from bath bombs, hair care, skincare to body
care and perfume. Till the the first half of 2023, the Lush Brand operated
through retail outlets in 51 countries with 857 shops and manufacturing facilities
in 6 countries.. Globally brand turnover was £816.8m.
MARKET BACKGROUND
The foundation of sustainable cosmetics expresses on 3 pillars: ingredients, packaging, and operations.
Communication campaign witnessed focusing on certified organic and 100% plant-based ingredients.
Even though vegan market emerged in Vietnam more than 10 years ago, all 3 main pillars have not been
applied effectively. The vegan ingredients often cause confusing to consumers when comparing with
natural cosmetics. The packaging also leads to argument about polluting possibility. Lastly, the operation
for sustainability is being solved with fragmented refill stations in areas frequented by expats. These are
big shortages not only for new vegan brands but also for a 20-year-old reputed PRISTINE in Vietnam.
Therefore, ways of delivering and communicating all 3 main pillars in the new product line are challenging.
Although the market is promising, solving all 3 pillars of sustainable cosmetics need taking seriously,
especially the third pillar which is not focused by most vegan brands. Associating refill station with vegan
ingredients and packaging will make PRISTINE outstanding in this niche market.
?NOITATS LLIFER YHW In Vietnam, refillable personal care pouches at
reduced prices are offered to lower consumer’s
price and promote reuse of existing containers.
30
36% nationwide about the most popular
cosmetics shopping channels in LẠI ĐÂY REFILL
24% 23% Vietnam, promises the potential of
vegan cosmetics refill station, where Lại Đây Refill, a hub for sustainable living in Vietnam was
20
15% 14% they can test the product and be established in 2018. They promotes eco-consciousness,
12%
9% 9% persuaded by its advantages. showcasing locally crafted, eco-friendly products and
10
refill services. The shop sells 30 refillables items, all
0 Source: Link coming from vietnam. Till 2024, they only expanded to 3
hubs around the country. The business model like Lại
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PRISTINE IN THE LOCAL MARKET
PRISTINE joined Vietnam market in 2004. After 20 years of developing and promoting their product, it
became one of the most popular personal care products in Vietnam, including 3 main categories: skincare,
personal care and men’s product.
As of Jan 2020, PRISTINE is the most popular beauty brands used among female consumers in Vietnam,
according to a Nielsen research.
With its affordable prices, promotions and safe, gentle effective formula with local people, Pristine is
mentioned as a nation-wide favorite brand for body care and sun protection, regardless of its origin.
However, PRISTINE is not widely mentioned as a vegan cosmetics brand in Vietnam, despite its popular core
commitment in Europe.
SUB-BRAND’S PRODUCT LINE
Motivation
Pain points:
Fitness maintaining
Greenager
Daily skincare routine
MARKET CHALLENGE
Vegan personal care products have been developed and widely sold throughout
EGNELLAHC EHT
Vietnam, including local and international brands. Consumers are also communicated
daily about the effects of vegan and natural products. This makes PRISTINE big
challenges in terms of targeting new customers, evaluate the market size as well as
communication and product distribution.
THE OPERATION
The refill station business model, while gaining attraction in Vietnam, is still
predominantly concentrated in areas frequented by tourists and expats with a strong
consciousness towards sustainable lifestyle. Consequently, PRISTINE also faces with
operational challenges arise in establishing refill hubs, expanding branch networks,
and educating Vietnamese consumers to adopt the practice of bringing their own
containers for refills, similar to the concept of refillable pouches.
BUSINESS OBJECTIVE
The business goal is to win the vegan personal care market in term of revenue and
brand awareness, as well as first launching PRISTINE sustainable commitment in
Vietnam and APAC, by testing the market potential, completing the product portfolio
associating with refill stations operation that has been researched based on a defined
target consumers.
YOUR QUESTION
As the new Marketing Team hired by the new division of PRISTINE, you are requested to:
Evaluate how potential and to what extent PRISTINE can launch its vegan sub-brand
along with the strategy of refill station in this niche market.
Define target consumers PRISTINE should focus on.
Define the product portfolio in the sub-brand will be the best fit in the market.
1.2. Xác định nhiệm vụ cầ n thực 3.1. Đánh giá sự tiề m 3.3. Xác định Product Các dữ liệu, số liệu, phân Các dữ liệu, số liệu, phân tích,
hiện để đạt được mục tiêu. năng và khả thi của kế Portfolio phù hợp đố i tích, lập luận chứng minh lập luận chứng minh cho tính
hoạch thâm nhập vào với thị trường mục tiêu. cho tính tiề m năng của thuyế t phục của các nội dung
thị trường mục tiêu với thị trường mới trình bày.
lý luận hợp lý, thuyế t
phục.
1.1. Xác định đúng trọng tâm vấ n -Xác định quy mô thị trường 3.2. Xác định Target Audience 3.4. Bám sát với lý do công ty Trình bày nội dung rõ
đề → Đưa ra hướng tiế p cận vấ n -Phân tích tình hình cạnh tranh mà doanh nghiệp nên theo thâm nhập thị trường mới, và ràng, dễ hình dung, có
đề trong case study. -Thấ u hiểu “the big picture” đuổi. yêu cầ u của đề bài. đầ u tư về mặt thẩm mỹ
2. Ngôn ngữ:
Ngôn ngữ được sử dụng trong bài dự thi là Tiế ng Anh hoặc Tiế ng Việt
THỂ LỆ CUỘC THI
5. Lưu ý:
- BTC có quyề n hủy bỏ kế t quả của thí sinh nế u phát hiện bấ t kỳ hành vi gian lận nào.
THANK YOU