Marketing Communication Strategies

1. Target audience

As a start-up company, Fleu de lis chooses to focus on catching attention of potential buyers on the first marketing plan. Those potential buyers are people who:

• Aged from 18 to 40, based in Ho Chi Minh city

• Love purchasing and looking for the information of cosmetics.

• Concerned about handmade cosmetic a lot.

• Having a big concern of expressing themselves, and have time to think about that.

• Really interested in handmade products and love to do it.

• Spending a lot of time on social media such as Facebook, Instagram…

• Very creative, curious and full of energy.

• Trend followers, fans of celebrities…

• Belong to beauty groups/ communities.

2. Communication objectives

Since handmade cosmetics are no longer strange to women in HCM city, Fleu de lis can pass the category need objective and move to building brand awareness and brand attitues to spread out the brand name.

Nowadays, in HCM city, there are many small spontaneous centers teaching making handmade cosmetics. Most of women interested in making handmade cosmetics are the students of those centers. Some of the students are even the “ free ambassadors” for the centers. Therefore, Fleu de lis need to build their brand awareness strong enough to foster the consumer’s ability to recognize the brand within the handmade cosmetics training center category, in sufficient detail to make a purchase.

Besides, Fleu de lis needs another mission to support the building brand awareness objectives. It is shaping a brand attitude. Since the difference