III.
Objectives:
A. Bussiness Objective:
1. Sales Goals:
Year 1: The company aims to sell 10,000 bottles of perfume in the first year. The
main goals are to build brand awareness, expand the customer base, and collect
feedback to improve the product. Sales are allocated through online sales (60%)
and retail partnerships (40%).
Year 2: Increase sales by 50%, targeting 35,000 bottles, with a focus on customer
retention and expanding distribution channels. The company plans to launch
additional new scents, contributing to the overall increase in sales.
Year 3: Scale up and aim to sell 50,000 bottles through international expansion,
setting up pop-up stores, and implementing strategic marketing campaigns.
2. Revenue Forecast:
Year 1: The Company expects revenue of approximately 5.9 billion VND, based
on an average selling price (ASP) of 590,000 VND/bottle. Initial revenue will be
reinvested in marketing, product development and expansion.
Year 2: Revenue is expected to increase to 10.7 billion VND, based on higher
sales volume and the ability to increase selling prices, or sell limited edition
fragrances. Revenue growth will also be driven by building customer loyalty and
partnering with exclusive retail stores.
Year 3: The Company targets 22.7 billion VND in revenue through aggressive
expansion, product diversification and partnering with international distributors.
The Company will shift its focus to maintaining profitability by optimizing
production and distribution costs.
B. Marketing Objective:
Time-
Measurable Achievable Relevant
Objective Specific (S) bound
(M) (A) (R)
(T)
Ensure
Increase engagement on Instagram
budget, Aligned
Instagram posts by 20% engagement 3
Increase human with the
and online surveys by metrics and months
Brand resources goal of
15% in Ho Chi Minh City online from
Awareness and choose building a
(District 1, District 3 and survey launch
the right new brand
District 7) results
KOLs
Google Optimize
Aligned
Increase Increase website traffic Analytics, website, End of
with the
Website by 50% and generate number of manage the
goal of
Traffic and atleast 100 leads within leads from advertising first
market
Conversions the first month of launch sign-up budget month
expansion
forms reasonably
Achieve an average Aligned
Generate Google, Train staff 6
customer satisfaction with the
Positive Facebook, and build months
rating of 4.5 stars on goal of
Customer other review feedback from
online review platforms market
Reviews platforms systems launch
(Facebook, Instagram) expansion
Achieve a monthly sales Analyze and Aligned End of
Increase revenue of 1.44 billion Monthly track all with the the
Sales VND within the first 3 sales report sales data in business first
months of launch detail goal quarter
IV. Target Market & Buyer Persona:
A. Target Audience:
1. Demographic:
Age: 25 to 45 years old.
Gender: Female.
Income: Middle to upper-middle class (Middle class: 15 million to 30 million
VND per month and Upper-Middle Class: 30 million to 70 million VND per
month).
Occupation: Corporate Professionals, Entrepreneurs & Small Business Owners,
Sales & Marketing Professionals, Real Estate Agents.
2. Geography:
Ho Chi Minh City.
3. Psychological:
Life style: Customers who prioritize their personal style and see fragrance as a
crucial element of their self-expression. They view perfume as an investment that
reflects their unique personality and are willing to pay a premium for a scent that
sets them apart.
Values:
- Sustainability and Ethical Consumption: A growing number of
customers are attracted to brands that prioritize sustainable practices,
including eco-friendly packaging and cruelty-free ingredients.
- Exclusivity: Consumers who appreciate limited-edition products, small-
batch manufacturing, or distinctive fragrance notes that are not widely
available in mainstream perfumes
4. Behavior:
- Buying Motivation: Customers are seeking premium fragrances that are unique
and not readily available in mainstream retail. They are influenced by emerging
trends, compelling brand narratives, and the artisanal craftsmanship behind the
perfumes.
- Shopping Behavior:
+ Online Shoppers: Tech-savvy consumers who prefer online shopping, reading
reviews, and following social media influencers. They are accustomed to
convenient e-commerce experiences and appreciate personalized features like
scent profiles or sample kits.
+ Boutique Shoppers: A segment of the target audience values exclusive,
curated shopping experiences in boutique stores. They enjoy testing fragrances in
person and receiving personalized service from knowledgeable staff.
B. Buyer Persona:
Khánh Linh (Nguyễn Đặng Khánh Linh)
Youtuber/ TikTok
1. Goals:
Professional: Expand her presence as a leading beauty influencer, collaborate
with high-end beauty brands, and build her personal brand.
Personal: Develop a signature look and scent that distinguishes her as both a
beauty enthusiast and trendsetter.
2. Customer Habits:
Follows a detailed skincare and makeup regimen, constantly incorporating new,
trending beauty products.
Frequently engages with her audience by sharing beauty reviews, tutorials, and
tips on Instagram, TikTok, and YouTube.
Regularly purchases beauty and fragrance products online, often after researching
or receiving recommendations from influencers.
Consistently creates beauty content, collaborating with brands and testing
products to provide honest reviews for her followers.
Practices wellness routines like spa days and aromatherapy, staying updated on
beauty trends and attending industry events.
3. Preferred Fragrance Types:
Scents: Exotic, vibrant fragrances with a mix of fruity and floral notes, such as
peach, rose, vanilla, and musk. (Notes: Sweet and fresh but sophisticated enough
for her to wear both on casual days and at glamorous events).
Occasions: Day-to-day wear for social media content and photo shoots, exclusive
events, beauty expos, and date nights.
