Phuong Anh_James Tran_Anh Nguyen_Xuan Vinh_Ngoc Phuoc

1. PROVENCE
GRAND CASE
Phuong Anh - James Tran - Anh Nguyen - Ngoc Phuoc - Xuan Vinh

2. Proposal Flow
DEBRIEF
To define list of
requirements to
answer for this case
1 UNDERSTAND PRODUCT
To define what credentials and
differentiation our products can
sell
2 UNDERSTAND MARKET
After knowing what we can sell, we need to
understand market to define where has high size of
prize to play, along with high ability to win for us
3
BRAND STRATEGY TO WIN
4
UNDERSTAND CONSUMERS
To define U&A and Insight5 BRAND DEVELOPMENT
PRODUCT CONCEPT
BRAND IDEA COMMUNICATION
6

3. Debrief
01.

4. To build up one product-line for
personal care category with main
ingredient of made in Vietnam
coconut oil under Provence
Vietnam.
THE LAUNCH OF
A COCONUT OIL BASED PRODUCT
Coconut oil must be the key
ingredient with outstanding
credential instead of any other
featured ingredient.

5. So within the vast playground of personal
care, it’s essential to choose the market of:
(1) high size of prize that can deliver business results
(2) on which coconut oil based product has high ability to
win over others
Business Objective:
Up to 500 billions VND per year
after 2 years (from Sep 2020)
THE BUSINESS OBJECTIVE DEMANDS
RIGHT MARKET WITH HIGH PROBABILITY TO WIN
Relatively equal to 1,5-2% value share
in total Personal care category.
Similar to the size of The Face shop, Head &
Shoulder, Rejoice, Oriflame

6. First, let’s understand
about coconut oil!
02.
To define coconut oil credentials

7. Most popular benefits of coconut oil
The chemical composition of coconut oil is well suited for
Skin moisturizing, Hair growing and Wound healing
MOISTURIZING
Coconut oil is rich in Vitamin E,
which nourishes & moisturizes
skin when applied directly or
when used in the formula
products.
HAIR GROWING
Coconut oil has been found to
reduce hair damage as well as
provide vitamin E for hair growth
WOUND HEALING
Coconut oil has the medium chain fatty acids
(Lauric Acid) which plays the role of the key
ingredient that can fight bacteria, viral and
fungal infections. This makes coconut oil
become the superior treatment over other oil
with higher wound-healing effect.
Coconut oil are now well-known due to their 3 main functions including moisturizer, hair growing
and healing, with the limited application of coconut oil on personal care total categories.
TAKE AWAY

8. But there are barriers when
talking about coconut oil...
Coconut oil normally
retains the sweet and
greasy coconut scent
because it does not go
through the scent
deodorizing process.
The oily structure of
coconut oil does not
suitable for Vietnamese
typical skin type as 70%
Vietnamese women have
oily skin/ dry-oily mixed
skin with oil base due to
the tropical climate.
01
Some negative prejudgements on coconut oil as ‘most products made from coconut oil
have sweet and greasy scent with thick and oily structure’
02

9. Whilst, it’s rarely known that
coconut oil is a “carrier oil” which helps nutrients
absorb better and faster into the skin
When firstly touching our skin,
nutrients/ acids will get our skin
irritated, itchy due to high
pharmaceutical.
That’s why it takes more time to
absorb into the skin
WITHOUT carrier oil WITH carrier oil
01
02
The nutrients/acids itself without any
cover will easily evaporate in room
temperature
That leads to our skin normally can
absorb only 20-30% nutrients in skin
care products
Carrier oil as a cover will link
nutrients/acids together (or blend them
into one), instead of letting them interact
separately with our skin, deliver all to our
skin
That helps our skin absorb faster
01
02
Carrier with oil-structure helps to lock
other ingredients’ molecules to avoid
evaporation at room temperature before
penetrating into the skin.
That helps our skin absorb better

10. And coconut oil have credentials to be the
best-in-town carrier oil
Coconut Oil
Other oil
Coconut itself with its high concentration of oil is one of the few
that can be cold-pressed
Thanks to simple extraction method,
coconut oil keeps high level of fatty
acids in mono structure forming a
medium chain, which more easily
absorbed than poly-formed acids.
Mostly be heated to extract oil
Coconut oil preserve
fully nutritions and
then absorb well
into the skin
01
02
Coconut oil can be cold-pressed that helps coconut oil stay in
liquid form in room temperature, easier to absorb and blend
into our skin
Due to heated
extraction method,
other oil contain more
poly-formed acids.
Lost 30-40%
nutritions
Other oils contain higher portion of
unsaturated fat(chất béo không bão hoà)
that makes them stay in gel form in room
temperature, harder to absorb and blend
into our skin
Source:
https://www.medicalnewstoday.com/articles/324844#coconut-oil, https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5044790/

11. IN A NUTSHELL, COCONUT OIL CAN
CONTRIBUTE TO PC PRODUCT WITH EITHER
Hair
Growing
Carrier
Oil
Wound
Healing
Moisturize
But innovating our coconut oil based
product should be well investigated to:
● Not only lessen common barrier
(greasy, sweet scent and skin type
suitability)
● But also prevent the unwanted
barriers to crack current bad
reputation

12. Market overview
3.0
To define where has high size
of prize to play, along with
high ability to win for us

13. WHERE TO PLAY:
WE SEE THE BIGGEST POTENTIAL
IN UPPER-MASS SEGMENT
1. Mass Segment (Upper-Mass
included) is the lucrative
segment in Personal Care
2. Upper-Mass Segment is
growing over Middle-Mass
3. Consumers are more willing
to pay more for personal care,
then reach more to
Upper-Mass and Premium.
In 2019, Mass Segment
accounted for 60% total sale
volume of Personal Care in
Vietnam, indicating it will be the
biggest size of prize for us to
jump in.
In 2019, we see a simultaneous
growth of Upper Mass Brand
(Shiseido, The Face Shop and
Other Upper-Mass Exported), in
contrast with the massive
decline of Middle-Mass brands.
Vietnam’s economy is predicted
to see a GDP rise of 6.5-6.6% in
2019-2020. Therefore, premium
brands should continue gaining
value at the expense of the mass
market to capture the
opportunities of gradual
increase in the average salary,
higher Living standards and
stronger economy.

14. MASS PERSONAL-CARE
SEGMENTATION MAPPING:
SKIN CARE BODY CLEANSING
HAIR CARE ORAL
CARE
FACIAL CARE BODY CARE BATH & SHOWER SCRUB
MASS
PRE-
MIUM
Eliminated -
Coconut Oil is
irrelevant.
Eliminated -
Coconut Oil is
irrelevant.
ST.Ives
N/A
THE WILLING THE WILLING THE POTENTIAL
BODY CLEANSING
1 2 3
*The size of circles stands for the size of its prize
Considering market share of each sub-categories in 2 singles segments (Mass &
Premium) to see which sub-cates have higher chance of willingness to pay extra.

15. HAIR-CARE
SKIN-CARE
BODY-
CLEANSING
POTENTIAL-TO-WIN ASSESSMENT:
SKIN-CARE IS THE MOST POTENTIAL
SUB-CATES, NEXT TO BODY-CLEANSING
LOWABILITY
TOWIN
HIGHABILITY
TOWIN
BIG SIZE OF
PRIZE
SMALL SIZE
OF PRIZE

16. SKINCARE NEED ANALYSIS:
TOP NEED OF CONSUMERS IS WHITENING
SKIN CARE
FACIAL CARE BODY CARE
WHITEN ANTI-ACNE MOISTURIZE
Chart of Needs and Its size:
ANTI
-AGE
WHITEN
40%
FRAGRANCE
30%
MOISTURIZE
20%
Chart of Needs and Its size:
Whitening is the biggest need when consumers
seek for a Skin Care product,
both in Facial and Body.
Q&Me - Vietnamese Cosmetics Market 2019 - https://bit.ly/3c98nCr
TOP BRANDS
SERVE WHITENING
Pond's and Nivea, which serve
Whitening, is the most used brand

17. We can see a white space in
Upper-Mass Cosmeceuticals, which
can be ‘nature-extracted, ‘effective'
and ‘price-competitive' in relation
with us.
PRIMARY SOURCE OF GROWTH:
UPPER-MASS COSMETICS
SECONDARY SOURCE OF GROWTH:
MASS COSMETICS
COMPETITORS LANDSCAPE
IN WHITENING SKINCARE
PREMIUM
UPPER
-MASS
MASS
COSMETICS
Hóa mỹ phẩm
COSMECEUTICALS
Dược mỹ phẩm
OUR
POTENTIAL
ZONE
DEFINITION:
COSMETICS: The massive combination of
essences in a product to nurture skin.
COSMECEUTICALS: A cosmetic product
claimed to have medicinal or drug-like
benefits, with biologically active
ingredients.

18. IN OUR COMPETITORS
WHAT IS OUR OPPORTUNITY?
PAIN POINT
MASS
COSMETICS
UPPER-MASS
COSMETICS Consumers are affirmed about the
benignment of the products but they
still struggle with the slow efficiency of
whitening.
They still concern about the
benignment and the long-term impact
on skin of Mass Cosmetics.
However, they don't upgrade to
Upper-Mass Cosmetics because they
think its slow efficiency is not valuable
for money.
OUR
COMPETITORS IS
LACKING THE
HARMONY OF
1. EFFICIENCY
2. BENIGNMENT
3. VALUE FOR
MONEY

19. HOW TO WIN:
AN EFFICIENT NATURE-EXTRACTED
UPPER-MASS PRODUCT
HOWCOCONUTOILADDRESS
EFFICIENCY Coconut Oil helps the nutrition penetrates well into the body,
which Stimulating efficiency
BENIGNMENT Coconut Oil brings Natural ingredients which doesn't do harm
to the skin after a long time of using.
VALUE FOR MONEY We bring a Upper-Mass Product with Fast-Efficiency, not of
lower performance than Premium Cosmeceuticals.
STRATEGY INTENT:
We bring up an upper-mass product from coconut oil which is benign but still
efficient in whitening
to soothe the pain point and convince consumers.

20. The approach:
Creating a platform of a
full portfolio that's
made of coconut oil and
other natural
ingredients to stimulate
the efficiency of
various benefits thanks
to fast absorption.
The Platform:
FAST-ABSORP
TIVE but
BENIGN
PRODUCTS
FROM
COCONUT OIL
POTENTIAL PLATFORM / CREDENTIAL
PORTFOLIO STRATEGY
The Coconut Oil Benefit:
FAST ABSORPTION
Its abundance of oil preserves
fully nutritions and its fatty
acids chain easily blends the
other nutrition, which helps
them absorb faster and better
into skin.
Portfolio Strategy:
We launch our portfolio first
with Whitening, which is the
most potential sub-category
for us.
And then we will extend to
the other needs that need
Fast Absorption as well:
Skin care:
- Anti-Acnes
- Moisturizing
- Anti-Aging
Body Cleansing:
- Bath and Shower
- Moisturizing
- Whitening
- Scrub
- Whitening
Hair Care:
- Hair growing

21. OIL-EXTRACTION
INTERNATIONAL EXPERTISE
Provence has the international expertise in extracting oil
and processing natural ingredient to ensure the best
quality and best performance of each ingredients.
We can keep that heritage towards our new brand, fueling
the performance and efficiency of whitening with the core
of safety from nature
WHAT WE CAN LEVERAGE
FROM PROVENCE?

22. BRAND STRATEGY TO WIN
SOURCE OF GROWTH
Targeting to Upper-mass
segment, the biggest
potential.
Converting from 2 sources
of Cosmetics:
● Primary: Upper
mass
● Second: Mass
THE UNMET NEED
We can see a white space in
Upper-Mass Cosmeceuticals,
which can be
‘nature-extracted’ but
‘effective' to convert Upper
mass and Mass segments.
POINT OF DIFFERENCE
FOR COCO OIL
Coconut oil as a best-in-town
carrier oil, will help nutrient
better and faster absorb into
the skin.
LEVERAGE FROM
MASTER BRAND
Products are empowered by
Provence, who has
international expertise of
oil-extraction.
PRODUCT OFFER
Fast-absorptive but
benign beauty products
from coconut oil.

23. Consumer
understanding
04.

24. Our target consumers
CHARISMATIC
PURSUERS
They are Young Adult
Women at 20-35 years old
Living in key cities
Educated
BC+
Women and their charismatic
Women nowadays do not just look for beauty but for
the charismatic.
A charismatic is not only framed in a standardized
appearance, but also created by the confident
presence.
They have the more-clever-choice of beauty
products.
Women start to have deep understanding about
their body’s need then know how they fulfilling
them. Therefore, the best beauty products they
choose are those who activate the best on their skin
in order to both improve their appearance without
harmful impacts.

25. NATURAL PRODUCTS OFFER
THE SAFETY SOLUTION
Our consumers have transformed
from those who are obsessive with
chemicals to those who advocate
for a more healthy lifestyle.
The benign natural product plays
the role of both beautification and
physical self-care solution, which
makes them feel proud of treating
themselves well.
BUT NATURAL PRODUCTS ARE
ALSO THE TRADE-OFF
The category norm on natural
products is that they would have
slower efficiency than synthetic ones
- It’s like a trade-off.
The low efficiency of natural products
prevents them from being fully
confident about how they look and
how they express themselves to the
world.
#PassionPoint #PainPoint
FOR WHITENING
Especially, natural-extracted whitening products need higher efficiency since
whitening is significantly shown out on appearance.

26. Insight
Currently I prefer benign naturals products that
not only enhance my appearance but also help
me to treat myself better.
However, natural products normally have lower
efficiency that hinders me from being fully
confident about my look especially when it
comes to my whitening need.

27. BRAND
DEVELOPMENT
04.

28. BRAND POSITIONING STATEMENT
RTBDIFFERENTIATED BYWHAT NEEDTO WHOM
Charismatic Pursuers -
Young Adults who want to
be confident about their
beauty and at the same
time feel proud of the way
they treat themselves well.
To boost up their pride
through the way they
enhance their whitening
look as well as take care
of themselves better.
Coconut Oil works as Carrier
Oil to fuel fast absorption for
the effective and benign
whitening solution.
The expertise in extracting
oil and processing natural
ingredients to ensure the
quality and performance
of local coconut oil.

29. PRIDEPRIDE
BRAND IDEA
To women, beauty is a must to create their charismatic, but it is not the only thing since how confident
they express themself is the key factors that puts them under the spotlight.
Therefore, we do not aim to create the confident whitening beauty only. All our products
at the same time insist on providing a benign whitening products that helps consumers
feel proud about the way they treat themselves better.
EMBRACE YOUR OWN
PRIDE

30. BRAND CONCEPT
We aim to fuel the pride for every woman by
enhancing their whitening looks and promoting
their proud feeling of well self-treatment by
Provence’s coconut oil products.
LA FIERTÉ
BY PROVENCEA.k.a The Pride by Provence

31. 6. VALUE, BELIEFS & PERSONALITY
Lively, Proud, Proactive, Expertise, Wise
5. BENEFITS
Functional: Better whitening from nature power
ensuring usage efficiency for healthy beauty.
Emotional: Confident about the beauty and at the
same time feel proud of the way they treat
themselves well.
8. DISCRIMINATOR
● Highlighting the powered function from
nature
● Pioneer in optimizing new aspect of
function from natural ingredient
4. INSIGHT
Currently I prefer benign naturals products that not
only enhance my appearance but also help me to
treat myself better. However, natural products
normally have lower efficiency that hinders me from
being fully confident about my look especially when
it comes to my whitening need.
3. TARGET
● Young adult (20 - 35), woman, BC+, educated
● Living in key cities.
● Have understanding about how to care their
body and how to improve their appearance
without harmful impacts.
● Charismatic Pursuers - Young Adults who
want to be confident about their beauty and
at the same time feel proud of the way they
treat themselves well.
● Progressive, Dynamic, Active, Sociable
2. COMPETITIVE ENVIRONMENT
● Skin Care (Facial care and Body care)
with Whitening benefit:
+) Main competition in upper-mass: Against The
Body Shop, The Face Shop, Innisfree, Senka,
Naruko....
+) Secondary competition in mass: Against
Pond’s, Hazeline, Nivea, Bioré, L’oréal...
1. ROOT STRENGTHS
Provence’s international expertise in
extracting oil and processing
natural ingredients to ensure the
best quality and best performance
of each ingredients
7. REASONS TO BELIEVE
● The natural based product with the key ‘carrier
oil’ role of coconut oil
● Provence international heritage in extracting
oil to ensure coconut oil quality for efficient
absorptivity and well blending with other
nutrition for skin and body to create high
performance of beautification.9. ESSENCE
EMBRACE YOUR
OWN PRIDE

32. PRODUCT CONCEPT
An efficient whitening product
made from the natural ingredients
Combination with high level of
whitening vitamin C from
Vietnamese citrus fruit sources
Highly natural efficiency than
other products by making
coconut oil the key ingredient
serving unique function of a
carrier oil absorbing fast and
better to body and skin
Credential from Provence in oil
extracting and natural ingredient
processing help to assure the
quality of combination and
content of natural ingredient
FAST ABSORPTIVITY WHITENING EXPERTISE

33. COCONUT OIL VIETNAMESE CITRUS
The “carrier oil” with excellent
absorptivity rooted from linking
nutrients/acids together and helping
to lock other ingredients’ molecules to
penetrate into the skin.
Popular from mountain to
delta with its abundant
content of vitamin C
which show strong
enhancement in
whitening function.
REASON TO BELIEVE
SUPPORTED BY PROVENCE
INTERNATIONAL EXPERTISE
International knowledge and
experienced practice of extracting oil and
processing natural ingredients, even for
local ones.

34. PRODUCT PORTFOLIO
TONER
Main ingredient: Coconut oil
with its function of ‘carrier oil’
which helps absorptivity
Matching ingredient:
Vitamin C from Vietnamese
sources of citrus fruits
(orange, lime, pomelo…)
Requirement: Cold-pressed coconut oil,
expertise in providing vitamin C method
from Provence
Skin care products
based on different
skin tones helps
adjust whitening
effect to the right
level.
SKINCAREBODYCARE
FACIAL CREAM FACIAL MASK
Body care products
based on different
skin tones helps
cleansing dead cells
for a better
whitening
absorption to the
full body.
BATH GEL/
SHOWER GEL
BODY SCRUB BODY LOTION
CLEANSER

35. BRAND COMMUNICATION
EXECUTION PLAN
TASK 1
EDUCATE ABOUT
THE FAST
ABSORPTION,
TO REST THE BELIEF OF
COCONUT OIL AS AN
ABSORPTION-ENHANCER
PROBLEM:
CONSUMERS DON'T HAVE
PERCEPTION ABOUT COCONUT OIL
ABSORPTION
TASK 2
INSPIRE THE
PRIDE OF
CHARISMATIC
VIA BOTH WHITENING BEAUTY
AND NATURAL SELF
TREATMENT PLATFORMS
PROBLEM:
AFTER THE MASS AWARENESS
ABOUT COCONUT OIL, WHAT IS THE
ADDED VALUE TO GAIN LOVE?

36. 7. BRAND POSITIONING
EMBRACE YOUR OWN PRIDE
EXECUTIVE SUMMARY
● Launch product of coconut oil with
outstanding role under Provence
● Pick the market with high size of
prize that we have ability to win
2. COCONUT OIL DEEP-DIVE
1. KEY TASKS 3. MARKET OVERVIEW
6. CONSUMER UNDERSTANDING
● Current benefits are rather limited
on skin moisturizing, hair growing
and wound healing
● Coconut oil have bad perception
about sweet, greasy scent and
suitability to Vietnamese skin type
BUT coconut is also defined as “the
best-in-town carrier oil” which:
→ Preserve and blend with nutrients, help
them absorb faster into the skin
● Segment: Targeting Upper-mass
segment (the current most
lucrative segment, still growing at
7%)
● Sub-cates: Skincare and body
cleansing are potential to conquer
while hair-care is not because of
coconut oil over-moisturizing
benefit
● Needs: Whitening is the biggest
need when consumers seek for a
Skin Care product
→ (1) Upper-mass & (2) Mass cosmetics are
our plot to win from
5. STRATEGY
FAST ABSORPTIVE BUT BENIGN
BEAUTY PRODUCT from coconut oil
With quality, high-performance coconut oil extracted under
Provence international expertise
4. OPPORTUNITIES
Consumers are affirmed about the
benignment of the products but they still
struggle with the slow efficiency of
whitening.
Women start to have deep understanding
about their body’s need then know how
they fulfilling them. Therefore, the best
beauty products they choose are those who
activate the best on their skin in order to
both improve their appearance without
harmful impacts.
We aim to fuel the pride for every woman by enhancing
their whitening looks and promoting their proud feeling of
well self-treatment by Provence’s coconut oil products.

37. THANK YOU
THANK YOU
THANK YOU