Lemonade cosmetic marketing plan, Slides of Brand Marketing

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L I P S T I C K P R O D U C T R A N G E

Group

TABLE OF

CONTTENTS

I. Introduction

1. Brief introduction

a. Brand introduction

b. Brand performance

c. Brand positioning

d. Brand image

2. Target costumer

3. Consumer persona

II. Internal influences

III. External influences

IV. Internal and external factors shape the behavior

and impact the decision-making process

1. Internal

2. External

V. 4P’s Analysis

1. Product

2. Price

3. Place

4. Promotion

VI. Recommendation

1. Product

2. Price

3. Place

4. Promotion

VII. Conclusion

BRAND PEFORMANCE

REVENUE GROWTH

MARKET SHARE

EXPANSION

CUSTOMER

SATISFACTION

Lemonade Cosmetic has had steady earnings growth, indicating high consumer interest and commitment. Higher market share demonstrates its competitive advantage and attractiveness across multiple consumer segments. Positive customer feedback levels help the brand's promote KPIs, so that Lemonade Cosmetic satisfies customer.

Individual Expression: embrace their

unique styles and personalities.

BRAND POSITIONING

Trendsetting Innovation: trendsetter,

introducing innovative products.

A brand made specifically for

Vietnamese women: solutions to

make makeup easy and universal,

affirming that Vietnamese women

have a very unique beauty,

Female, aged 18-35 years old (of which 22-

years old are the main target group)

Live in big cities

Level B income

Job: Final year student, just graduated, working

Status: Single/married (no children)

Quickly accept trends

Want to shape your own style

Like the convenience, speed, and ease of being

busy

TARGET CONSUMER

Psychological criteria: Lemonade's target customers

are individuals who are tech-savvy and follow trends..

TARGET CONSUMER

Geographical criteria: The importance of geographical

location is not influenced by the demand for beauty,

regardless of region, climate, or urban/rural

distinctions.

Behavioral criteria: Customers search for cosmetics to

enhance their own looks, particularly for lipsticks that

provide a bright, happy image on their faces.

INTERNAL INFLUENCE Attitude

Lipstick quality, design,

lipstick color and price.

Personality

Young, trendy, fun,

sophisticated or edgy

Learning and Experiences

Positive experiences :

long-term use or positive

reviews

Personal Motivation

Distinctive colors, non-toxic

ingredients, express their

unique style

Income

Low-priced item but still

ensures good quality and

suitable colors

Gender

Personal beauty

needs or lipstick

collections

Psychology

Using domestic

products will have

better quality

Culture Buyer Culture: Vietnam's cosmetics buyer culture, including Lemonade lipsticks, is heavily influenced by social media and influencers Subculture: Lemonade lipsticks have created a beauty subculture of enthusiasts attracted to the brand's identity and founder's influence Social Class: Lemonade's pricing strategy is inclusive across social classes, catering to a broad demographic EXTERNAL INFLUENCES

Social EXTERNAL INFLUENCES Role and Status: Individuals' role and status in Vietnamese society influence consumer purchasing decisions Family: Family opinions significantly impact buying decisions in Vietnam, especially for products like Lemonade lipsticks, which may be influenced by shared interests or gifting traditions Geography: Lemonade may adapt marketing and products for different regions in Vietnam to ensure relevance and appeal nationwide

How do internal and external factors influence consumer behavior and decision- making processes?

STEP 1 : PROBLEM RECOGNITION EXTERNAL Subculture: Different age groups exhibit distinct beauty preferences. Generation Z women (19-22) prioritize self-expression with bold and matte lipstick colors, while Generation Y customers (23-35) value lipstick quality and safety. Social Class: Socioeconomic status significantly influences customer perceptions. Younger women with limited income prioritize affordability, whereas those in higher social classes prioritize luxury and quality, even at higher prices. Reference Groups: Peer influence plays a crucial role in purchasing decisions. Positive experiences shared by friends can stimulate interest in Lemonade lipstick products, even among customers who initially had no intention to purchase.

STEP 2: INFORMATION SEARCH Motivation: Lemonade's website was built by a separate group of programmers, they focus on finding customers on online platforms Learning: Young people tend to constantly search for new information about beauty products and trends, and they like to experience new and unique products. Attitude: When customers trust and love the Lemonade brand, they will be more likely to purchase and recommend Lemonade lipstick products to others. Personality: Gen Z customers tend to seek more external information, such as consulting relatives, friends or reading reviews on e-commerce platforms. 31% of people surveyed said they learned about Lemonade through social networking sites Lifestyle: Lemonade's customers are mainly students and office workers, accounting for a total of 80.6%. They are busy people who have little time to shop, so they often prioritize online shopping and reading product reviews.

INTERNAL

STEP 2: INFORMATION SEARCH

EXTERNAL

Reference group: Young customer groups often tend to follow the crowd. When they see their friends own an impressive or quality product, they will often be interested in learning information about that product. 36.5% of survey participants learned about Lemonade through the recommendation of friends

STEP 3: EVALUATE THE ALTERNATIVES Motivation: Customers will consider brands that bring them the most value. Lemonade creates its own unique points, in addition to focusing on product quality such as quality, appearance, color, this brand also has a reasonable pricing strategy when compared to competitors. Belief and Attitude: If the Lemonade brand image in customers' perceptions is positive, they can ignore comparisons with other brands and make quick purchasing decisions. If customers have a moderate level of trust, they will tend to set personal criteria and choose the best brand that meets those criteria. Learning: Customers will evaluate Lemonade based on what they know about the brand, including product quality, price, customer service, and reviews from others. Customers who have used Lemonade lipstick will recall the experience and evaluate criteria such as quality, style, safety, price and comparison with lipsticks from other brands.

INTERNAL