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MISS SAIGON — ROUND 1
HUY VO
HUAN NGUYEN
HIEU HUYNH

HOANG BUI
ANH NGUYEN
TRUNG LE
CATEGORY ANALYSIS
105.8
110.6
114.7
118.1 120.9
2018 2019 2020 2021 2022
2.7% CAGR
Vietnam domestic is highly potential as Top 50 biggest
perfume market with sustainable growth
90%
Foreign
brands
90% is dominated by the foreign brands.
Local brands has strong opportunity.
10%
Local brands
Market Situation
Domestic market with the mass perfume segment
which is undiscovered yet by expert perfume brands
is the key Source of Growth for Miss Saigon
Category Segmentation
Emotional Needs
Occasions
Functional Needs
Points of parity: Incense Retention;
High Quality Fragrance
49%
51%
54%
64%
Work-friendly
Sensitive Skin Friendly
High/ trusted Quality
Last all day
Category Drivers
Perfume is mostly wear on a special
occasion. Its fragrance directly effects the
part of our brain that triggers imagination
and Memories.
Perfume evokes
the specific memorable moment
in the wearers’ mind
32%
32%
33%
42%
Please Spouse/ Partner
Be attractive
Good Memories
Feel Sophisticate
Category Truth
64%
66%
81%
88%
At home
At work
Dining out
Special Event
Price
(/100ml)
Segments
Prestige Perfume (28%)
Mass Perfume (46%)
Low Price Perfume (26%)
>$150
>$50 - 100
<$50
The existed brands in Mass segment are mostly
international fashion brands which are not well-
known for expertise of producing perfume with
high quality & incense retention.
Key reason to buy in this segment is functionally
the fragrance – driven by early perfume
starters.
Sources: Statista; GSK ; Kantar, 2018
FRAGRANCE USERS
PERFUME
USERS
FRAGRANCE BODY
LOTION
FRAGRANCE
MIST
NON-PERFUME USERS PERFUME USERS
34%
PERFUME STARTER
HEAVY 22%
PERFUME USERS
FANATICS 9%
PERFUME USERS
MILLENNIALS ARE
POTENTIAL CONSUMERS
Milennials are not only attracted by good deals,
but also to inspiring and innovative things.
MILLENNIALS SEEK AFFORADABLE HIGH QUALITY
They are young adults just started to settle down or
started a career
MILLENNIALS ARE DISCERNING
PREMIUMISATION RESHAPES RETAIL SCENE
35% VN’s population are
millennials (1981-1995).
Vietnam will have ~ 44 million middle-class
earners in 2020.
è Consumers spend more for high-quality products
and better shopping experiences
GROWTH IN MIDDLE CLASS
è Shop smarter not cheaper; they seek products with most benefits at a fairer price.
Modern Retails are gaining popularity (44%), especially
for cosmetics products.
24 – 38 years old
LOW-PRICE PERFUME
MASS PERFUME
MASS PERFUME PRESTIGE PERFUME
35%
CONSUMERS ANALYSIS
Sources: Kantar, 2018
Millennial is the key target segment with large size of prize
due to their dominance of population & increasing consumption expenditure towards perfume market
Key Target Segment for Miss Saigon is Perfume Starter who has the highest
demand for affordable high quality perfume with the largest market size
Millennials
Perfume Starter
DEMOGRAPHIC
Age Group: 24-38 (Bull-eyes: 30-38)
Lives in 6 key cities
Income: A,B, C
LIFESTYLES
Quickly catch up interested in fashion,
beauty trends
Mid-career or Family starter; independent,
self-aware.
CONSUMERS’
PORTRAIT
DO & SAY – BEHAVIORS
Exploring and trying several low-price perfume
bottles.
Mostly choose perfume from fashion &
cosmetics brands
CONSUMERS ANALYSIS
Business Situation Brand Description
207
303 276
324 340
2014 2015 2016 2017 2018
• Low price products - match their limited budget
• Strong scent – met their preferences
• Strong distribution in rural areas & TT Channels
• High awareness among the rural baby -boomer
wearer (40 – 45, income BC)
*Revenue in
2016 decreased
as the effect
from real estate
business.
Miss
Saigon
7%
Others
93%
Miss Saigon dominates
7% of the total market
share in Vietnamese
fragrance industry
For women from 20-40 with low income in rural and sub-urban areas,
Miss Saigon is an authentic & affordable perfume that best delivers on traditionally Vietnamese
female imagery due to its heritage of perennial Vietnamese brand with iconic Vietnamese
femininity symbols of Ao dai & Non la.
Products Portfolio
• Designed Perfume
• 10ml / 50ml
• Strong scent
• Last from 3-4h
• 600k VNĐ/unit
• Designed Perfume
• 10ml / 50ml
• International fragrance crafted
by International Expert
• Last from 6-8h
• 1,200k/ unit
New hero SKU for Urban &
Millennial Penetration
Wining SKU in current Rural Market &
Baby Boomer segment
Revenue from core business (perfume) is
continuously growing but slower ratio than
previous years.
• High quality, crafted by international experts (from
France & Swiss)
• Affordable price (vs. products have the similar quality)
• Fashionable design packaging (contemporary Ao Dai
& Non la images)
• Inherit the Heritage value from Miss Saigon as the
umbrella brand & the iconic symbols of Ao Dai, Non la.
COMPANY ANALYSIS
Miss Saigon Elegance Miss Saigon Essence
Miss Saigon is the leading local brand in
Vietnam with fast growth speed due to the
success of the Elegance in rural areas
MISS SAIGON THE ESSENCE has full potential
to become the key SKU to penetrate Millennials Perfume Starter segment
with desire to affordable high quality brand à
Niche distribution channels to offer
sustainable consumers’ base
CURRENT
EXPORT
>50%
revenue
~30%
revenue
TRADITIONAL
retail
Wet
market
TT Drug
Store
MODERN
retail
Super
market
Hyper
market
Speciality
Stores
Department stores/
Shopping centers
ONLINE
retail
E-com
Brand site
~20%
revenue
Brand Issues
When approach Urban Millennials:
• Low awareness: Only 12% knows the brand name
• Low perceived values: outdated, lack of perceived differentiation.
Distribution Channels
COMPANY ANALYSIS
The current distribution only focus on rural areas and Traditional retails, which would be a barrier while targeting Millennials segment.
Source: Qualitative interview (30 respondants)
ANALYSIS CONCLUSION
Low brand awareness among the target group
Negative perception about perfume quality, which is the
key category driver
Limited Distribution
Lack of brand proximity towards target consumers due to
outdated perception
Poor Leverage on the brand USP of heritage, quality &
Vietnamese women symbols
Undiscovered segment of affordable perfume for early perfume
starter by perfume expert producers
KEY ISSUES KEY OPPORTUNITY
KEY STRATEGIES FOR GROWTH
Rebuild an unique Brand positioning
that matches with the target
consumers of Millennials Perfume
Starter and enable the brand to win
international non-expert brand
Increase brand awareness among
Target Audiences and build up
brand equity with high-quality as
POP & Vietnamese Women Symbolic
via Communications
Increase Distribution coverage and
Trade Trial Program to better approach
the consumers & convert at Department
Stores/ Modern Trade & E-commerce
Channels
1 2 3
Category truth
Perfumes evoke specific scenarios in the wearers’ mind
Consumer truth
Living through precious moments in life, I
want to treasure and relive them properly
Brand truth
Miss Saigon honors the timeless heritages
of Vietnamese women
BRAND INSIGHT
Vietnamese women go through the most significant life milestones from the
age of 24 to 38. They have so many precious moments to forever keep in
the heart, wondering if they can return to such scenarios ever again.
Brand Insight
TO WHOM WHAT NEED DIFFERENTIATE BY REASON TO BELIEVE
Vietnamese Millennial
Perfume Starters
•A,B Income level
•Urban & Sub-urban area
•Respect Vietnamese values
and treasure quality moments
in life with the beloved people
Having the memorable
fragrance in special
occasions engaging with
the others
High quality & long-lasting
fragrance from perfume
expert
Owning Imagery of
Vietnamese women as
grace, fatefulness & brave
Designed and crafted by
international perfume expert
High quality imported
materials
The most Vietnamese
perennial brand who owns
the iconic symbols of Ao dai,
Non la
Positioning Statement
- World-class quality
- Long-term representation of Vietnamese
women (nón lá & áo dài)
- Global recognition
- Non-expert perfume producers
- Affordable fashion perfumes (Zara, H&M, Tommy
Hilfiger) & Skincare perfumes (Yves Rocher)
Perfume user starters (24–38) who consider expert
quality and reasonable price when buying
perfumes; women who respect Vietnamese values
I go through the most significant life milestones from the
age of 24 to 38. I have so many precious moments to
forever keep in the heart, and wonder if I can return to
such scenarios ever again
Emotional: Sentimental timeless moments
Functional: The scent to relive precious moments
Woman representation
- Elegant
- Experienced
- Profound
- Appreciative of memories
- Strong inside
- In association with Firmenich, a respected
perfume-making company
- Perfume quality is higher than competitors of
the same prize
- The brand honors Vietnamese timeless values
for over 40 years
Miss Saigon carries Vietnamese timeless
icons which are “nón lá” & “áo dài”
Evoke
timeless
moments
MISS SAIGON — BRAND KEY
MISS SAIGON — THE ESSENCE
HAS PLENTY OF NOTES
SPEAKING OF LOVE
Mandarin and orange are subtly seductive and
arouse 20% of men (Hudabeauty, 2018)
Soft florals and woods smell like “pure sex”,
according to men (Glamour, 2019)
Jasmine has the majestic power to arouse men
➝ Both functionally and emotionally, The
Essence has all the rights to become a wondrous
smell of love
DEMAND SPACE: ROMANTIC DATES
Young Marketers Elite Development - Miss Saigon

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Young Marketers Elite Development - Miss Saigon

  • 1. MISS SAIGON — ROUND 1 HUY VO HUAN NGUYEN HIEU HUYNH
 HOANG BUI ANH NGUYEN TRUNG LE
  • 2. CATEGORY ANALYSIS 105.8 110.6 114.7 118.1 120.9 2018 2019 2020 2021 2022 2.7% CAGR Vietnam domestic is highly potential as Top 50 biggest perfume market with sustainable growth 90% Foreign brands 90% is dominated by the foreign brands. Local brands has strong opportunity. 10% Local brands Market Situation Domestic market with the mass perfume segment which is undiscovered yet by expert perfume brands is the key Source of Growth for Miss Saigon Category Segmentation Emotional Needs Occasions Functional Needs Points of parity: Incense Retention; High Quality Fragrance 49% 51% 54% 64% Work-friendly Sensitive Skin Friendly High/ trusted Quality Last all day Category Drivers Perfume is mostly wear on a special occasion. Its fragrance directly effects the part of our brain that triggers imagination and Memories. Perfume evokes the specific memorable moment in the wearers’ mind 32% 32% 33% 42% Please Spouse/ Partner Be attractive Good Memories Feel Sophisticate Category Truth 64% 66% 81% 88% At home At work Dining out Special Event Price (/100ml) Segments Prestige Perfume (28%) Mass Perfume (46%) Low Price Perfume (26%) >$150 >$50 - 100 <$50 The existed brands in Mass segment are mostly international fashion brands which are not well- known for expertise of producing perfume with high quality & incense retention. Key reason to buy in this segment is functionally the fragrance – driven by early perfume starters. Sources: Statista; GSK ; Kantar, 2018
  • 3. FRAGRANCE USERS PERFUME USERS FRAGRANCE BODY LOTION FRAGRANCE MIST NON-PERFUME USERS PERFUME USERS 34% PERFUME STARTER HEAVY 22% PERFUME USERS FANATICS 9% PERFUME USERS MILLENNIALS ARE POTENTIAL CONSUMERS Milennials are not only attracted by good deals, but also to inspiring and innovative things. MILLENNIALS SEEK AFFORADABLE HIGH QUALITY They are young adults just started to settle down or started a career MILLENNIALS ARE DISCERNING PREMIUMISATION RESHAPES RETAIL SCENE 35% VN’s population are millennials (1981-1995). Vietnam will have ~ 44 million middle-class earners in 2020. è Consumers spend more for high-quality products and better shopping experiences GROWTH IN MIDDLE CLASS è Shop smarter not cheaper; they seek products with most benefits at a fairer price. Modern Retails are gaining popularity (44%), especially for cosmetics products. 24 – 38 years old LOW-PRICE PERFUME MASS PERFUME MASS PERFUME PRESTIGE PERFUME 35% CONSUMERS ANALYSIS Sources: Kantar, 2018 Millennial is the key target segment with large size of prize due to their dominance of population & increasing consumption expenditure towards perfume market Key Target Segment for Miss Saigon is Perfume Starter who has the highest demand for affordable high quality perfume with the largest market size
  • 4. Millennials Perfume Starter DEMOGRAPHIC Age Group: 24-38 (Bull-eyes: 30-38) Lives in 6 key cities Income: A,B, C LIFESTYLES Quickly catch up interested in fashion, beauty trends Mid-career or Family starter; independent, self-aware. CONSUMERS’ PORTRAIT DO & SAY – BEHAVIORS Exploring and trying several low-price perfume bottles. Mostly choose perfume from fashion & cosmetics brands CONSUMERS ANALYSIS
  • 5. Business Situation Brand Description 207 303 276 324 340 2014 2015 2016 2017 2018 • Low price products - match their limited budget • Strong scent – met their preferences • Strong distribution in rural areas & TT Channels • High awareness among the rural baby -boomer wearer (40 – 45, income BC) *Revenue in 2016 decreased as the effect from real estate business. Miss Saigon 7% Others 93% Miss Saigon dominates 7% of the total market share in Vietnamese fragrance industry For women from 20-40 with low income in rural and sub-urban areas, Miss Saigon is an authentic & affordable perfume that best delivers on traditionally Vietnamese female imagery due to its heritage of perennial Vietnamese brand with iconic Vietnamese femininity symbols of Ao dai & Non la. Products Portfolio • Designed Perfume • 10ml / 50ml • Strong scent • Last from 3-4h • 600k VNĐ/unit • Designed Perfume • 10ml / 50ml • International fragrance crafted by International Expert • Last from 6-8h • 1,200k/ unit New hero SKU for Urban & Millennial Penetration Wining SKU in current Rural Market & Baby Boomer segment Revenue from core business (perfume) is continuously growing but slower ratio than previous years. • High quality, crafted by international experts (from France & Swiss) • Affordable price (vs. products have the similar quality) • Fashionable design packaging (contemporary Ao Dai & Non la images) • Inherit the Heritage value from Miss Saigon as the umbrella brand & the iconic symbols of Ao Dai, Non la. COMPANY ANALYSIS Miss Saigon Elegance Miss Saigon Essence Miss Saigon is the leading local brand in Vietnam with fast growth speed due to the success of the Elegance in rural areas MISS SAIGON THE ESSENCE has full potential to become the key SKU to penetrate Millennials Perfume Starter segment with desire to affordable high quality brand à
  • 6. Niche distribution channels to offer sustainable consumers’ base CURRENT EXPORT >50% revenue ~30% revenue TRADITIONAL retail Wet market TT Drug Store MODERN retail Super market Hyper market Speciality Stores Department stores/ Shopping centers ONLINE retail E-com Brand site ~20% revenue Brand Issues When approach Urban Millennials: • Low awareness: Only 12% knows the brand name • Low perceived values: outdated, lack of perceived differentiation. Distribution Channels COMPANY ANALYSIS The current distribution only focus on rural areas and Traditional retails, which would be a barrier while targeting Millennials segment. Source: Qualitative interview (30 respondants)
  • 7. ANALYSIS CONCLUSION Low brand awareness among the target group Negative perception about perfume quality, which is the key category driver Limited Distribution Lack of brand proximity towards target consumers due to outdated perception Poor Leverage on the brand USP of heritage, quality & Vietnamese women symbols Undiscovered segment of affordable perfume for early perfume starter by perfume expert producers KEY ISSUES KEY OPPORTUNITY KEY STRATEGIES FOR GROWTH Rebuild an unique Brand positioning that matches with the target consumers of Millennials Perfume Starter and enable the brand to win international non-expert brand Increase brand awareness among Target Audiences and build up brand equity with high-quality as POP & Vietnamese Women Symbolic via Communications Increase Distribution coverage and Trade Trial Program to better approach the consumers & convert at Department Stores/ Modern Trade & E-commerce Channels 1 2 3
  • 8. Category truth Perfumes evoke specific scenarios in the wearers’ mind Consumer truth Living through precious moments in life, I want to treasure and relive them properly Brand truth Miss Saigon honors the timeless heritages of Vietnamese women BRAND INSIGHT Vietnamese women go through the most significant life milestones from the age of 24 to 38. They have so many precious moments to forever keep in the heart, wondering if they can return to such scenarios ever again. Brand Insight
  • 9. TO WHOM WHAT NEED DIFFERENTIATE BY REASON TO BELIEVE Vietnamese Millennial Perfume Starters •A,B Income level •Urban & Sub-urban area •Respect Vietnamese values and treasure quality moments in life with the beloved people Having the memorable fragrance in special occasions engaging with the others High quality & long-lasting fragrance from perfume expert Owning Imagery of Vietnamese women as grace, fatefulness & brave Designed and crafted by international perfume expert High quality imported materials The most Vietnamese perennial brand who owns the iconic symbols of Ao dai, Non la Positioning Statement
  • 10. - World-class quality - Long-term representation of Vietnamese women (nón lá & áo dài) - Global recognition - Non-expert perfume producers - Affordable fashion perfumes (Zara, H&M, Tommy Hilfiger) & Skincare perfumes (Yves Rocher) Perfume user starters (24–38) who consider expert quality and reasonable price when buying perfumes; women who respect Vietnamese values I go through the most significant life milestones from the age of 24 to 38. I have so many precious moments to forever keep in the heart, and wonder if I can return to such scenarios ever again Emotional: Sentimental timeless moments Functional: The scent to relive precious moments Woman representation - Elegant - Experienced - Profound - Appreciative of memories - Strong inside - In association with Firmenich, a respected perfume-making company - Perfume quality is higher than competitors of the same prize - The brand honors Vietnamese timeless values for over 40 years Miss Saigon carries Vietnamese timeless icons which are “nón lá” & “áo dài” Evoke timeless moments MISS SAIGON — BRAND KEY
  • 11. MISS SAIGON — THE ESSENCE HAS PLENTY OF NOTES SPEAKING OF LOVE Mandarin and orange are subtly seductive and arouse 20% of men (Hudabeauty, 2018) Soft florals and woods smell like “pure sex”, according to men (Glamour, 2019) Jasmine has the majestic power to arouse men ➝ Both functionally and emotionally, The Essence has all the rights to become a wondrous smell of love DEMAND SPACE: ROMANTIC DATES