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Đề tài Launching a new product of LaiDay Refill I Introduction 1 About Lai Day Refill Lai Day Refill Station is a place for those who are interested in a sustainable and eco friendly solution for our environment At LaiDay, you will feel happiness, love and gratitude for the quality products made by Vietnamese people that benefit our health and our community LAIDAY NOT JUST A REFILL STATION At Lai Day Refill Station, not only are we providing refill and non refill esse.
BÀI THI KẾT THÚC HỌC PHẦN Đề tài: Launching a new product of LaiDay Refill 2 I Introduction About Lai Day Refill: - Lai Day Refill Station is a place for those who are interested in a sustainable and eco-friendly solution for our environment At LaiDay, you will feel happiness, love and gratitude for the quality products made by Vietnamese people that benefit our health and our community LAIDAY - NOT JUST A REFILL STATION - At Lai Day Refill Station, not only are we providing refill and non-refill essentials, but we also provide up-to-date information about the environment Particularly, we organize various creative and practical projects, activities, 3 - workshops to promote a more sustainable lifestyle to the young community, such as our Gen Z or our younger siblings Lai Day Refill Station is the leader in reducing single use plastic or hard to decompose products We also pay attention to the components in each product At LaiDay Refill Station, we provide detailed product information for refill and purchase Our transparency makes it easy for consumers to check the sources and quality of our products at any time Indeed, we always prioritize the use of natural ingredients in the production process • • • Lai Dai Refill currently has stations in Ho Chi Minh City 47/1 Quoc Huong St,District 2, HCMC 100 Ha Huy Tap St, District 7, HCMC 59 Ngo Tat To St, Binh Thanh District, HCMC - Coming from different habitats, we believe that you know who you are, what you need to return to the inherent nature of the Earth and its beauty About the new Refill station: - In the first step, Lai Dai has opened 03 refill stations in 03 districts in HCMC such as District 2, District 7, Binh Thanh District We want to build awareness about the activity of refilling and re-using old bottles in Vietnam - Up to now, Lai Dai Refill has opened a refill station in District 1, located in a densely populated residential area - The new station was born with an ambition to motivate citizens with small actions We believe that you can make big changes if you start today Indeed, establishing a new station will inspire and provide citizens a place to share sustainable lifestyle to more people in Vietnam 4 - Address: 50 Nguyen Khac Nhu St, District 1, HCMC The new Refill station has an area of 30m2, with floor: • Ground floor: o There are refill products in the bottle: fruit washing enzyme, organic dishwashing liquid, herbal shampoo, herbal shower gel, organic laundry detergent,… o Other products: essential oils, handmade soaps, stainless steel/bamboo/paper straws, cloth bags, water bottles, disposable makeup remover cotton, brooches, wooden combs, - • o Exhibition area: Poster mission & vision Lai Day Refill Station; Bins for collecting old batteries, bottles, plastic cans, bookcases about the environment First floor: o Co-working space: space to organize events under 50 people o There is a balcony with flowers, a tea table and a bookshelf about the environment 5 o There are rooms for events under 50 people, with full speakers, microphones, projectors (necessary equipment) o Free rental for projects operating in the field of environment, climate change, animal protection, II Store launch plan Targeted customer: - Guide to customers from low to high income - Customers are mainly from 25 years old and above are starting to pay more attention to the health of themselves and their families Insight: - Customers care about nature and health issues, love the reusable lifestyle Besides promoting health, they want to use the product to improve their self-worth 6 The advantages, limitations and opportunities of Lai Day Refill • Advantage: - Reduce the amount of non-biodegradable plastic waste in the environment - Reusing, recycling and repairing to increase the life of items - Help people have a more positive view in the problem protection environment • • - Limitations: Find ways to change consumer awareness and habits about green and sustainable lifestyle can be challenging Lai day refill is not well known and widely available, especially among young people under 25 Opportunities: Connect with environmental protection projects It’s possible to overcome the bad conditions that the earth is changing day by day Can scale globally Launch concept • Key message: Open Station - Open your heart! - The 4th refill station in Lai Dai's store chain Refill Station was opened with the mission of connecting users with nature through the practice of reducing packaging and reusing bottles At the same time, this is also a space to connect to the community that loves the environment Coming to the station is stepping into a beautiful little garden corner in the heart of the city At Lai Day, not only it is a shop that buys and sells goods, but it is also a place where you can find your inner peace! • - Key visual: - Key visual gives the feeling: Relaxing, Comfortable, Humble Inspiring green living to customers With the main color being green, the key visual gives viewers a strong connection with the brand image as well as the key message 7 Communication activities ♦ Phase 1: - Teasing (May - 9): o Objective: Announcement of the 4th store on the fanpage and website of Lai Day Refill o Key Hook: Mini game guessing the purpose of using the store (what is the ground floor for, what is the first floor for?) Announce the time and location of the new store opening o Supporting tactics: Post articles on Lai Day fanpage: Refill Station - Kick-off (May 10): o Objectives: Opening a new store o Key Hook: Exchange with Helly Tong - media ambassador Lai Dai Refill Station Gift voucher 20% off for the first 10 customers to buy o Supporting tactics: Inviting the press to write articles and report on: Vietcetera, Vietnambiz, Bazaar Vietnam, ELLE, Channel 14, Tuoi Tre Distributing point cards, 10 refills get free, point in advance for customers check-in goods at the station - Amplify (11/05 - 17/05): o Objective: Maintain the heat, refer to more customers o Key Hook: During the opening week, invite tiktoker to review: Vegetarian Lion, Where to go, 8 o Supporting tactics: Distributing point cards, 10 refills get free, point in advance for customers checking in at the station ♦ Phase 2: (May 17 – June 10) - Maintain and share articles on fanpage and website about the new store, - highlight the address and suggest routes to the station for convenience Run ads on some of the station's articles to reach more people Post invitations for environmental projects to organize workshops Connect with projects, co-host a DIY recycling workshop Agenda: - The 2-hour program was held right in front of the store, allowing customers to visit the new branch of Lai Day Refill The purpose of the program is to attract the attention of passersby, increase brand awareness and show gratitude to old customers The program has the participation of Kols and Influecers to spread the brand image more widely on social networking sites Program Timeline: o 10H→10H10: Opening and welcoming guests o 10H10→11H30: Announcement of the opening, visit and check-in mini game at the store o 11H30→11H45: Announcement of prizes and gifts for guests o 12h00: Closing III The goal of the campaign KPIs & Goals: - Goal: o Introducing new refill station to Lai Day Refill Station customers o Introducing a free workshop space for known environmental clubs and projects o Encourage people to practice using environmentally friendly products, especially young people o Giving those who are living green a prestigious address, say no to greenwashing - KPI o Welcome 200 visitors to visit the station on the first day o Welcoming 1000 visitors in the first week of opening, including 100 purchases of all kinds of products 9 o o o o Reached 1000 check-ins in the first month Connect with 10 environmental projects Workshops attracted 200 participants in the first month of opening Media metrics such as traffic, page likes Lai Dai Refill Station increased by 30% compared to April Budget plan: Categories Cost (Currency: VND) Facebook Ads 5.000.000 PR (press release, ) 50.000.000 Booking Tiktokers 20.000.000 Mini game gifts, vouchers 5.000.000 Organize grand opening 15.000.000 Poster/Banner/… 5.000.000 Total 100.000.000 Note ... residential area - The new station was born with an ambition to motivate citizens with small actions We believe that you can make big changes if you start today Indeed, establishing a new station will... Limitations: Find ways to change consumer awareness and habits about green and sustainable lifestyle can be challenging Lai day refill is not well known and widely available, especially among young... love and gratitude for the quality products made by Vietnamese people that benefit our health and our community LAIDAY - NOT JUST A REFILL STATION - At Lai Day Refill Station, not only are we