PROJECT 2015 - 2016
BIODERMA RE-LAUNCH IN VIETNAM
Bioderma was launched in Vietnam in Jan 2015 through a French exclusive distributor which specialized in distributing medicines and was expanding consumer care and personal care products including Klorane (Shampoo), Bioderma, Dermeden, Purressential, etc. During 11 months, it spent over 95% budget on ETC channels, Dermatological Events, and Facebook with limited return on investment. Interestingly, its revenue was exactly equal to its marketing budget. In addition, Facebook fanpage only had page likes without any engagement. Sample size and travel size were kept in distributor without any usage right. Until 15 Dec 2015, the budget left to use was only 700 USD.
Was invited to assess the key issues and propose Marketing plan for this brand. However, because of complicated route-to-market plan, the internal team couldn't handle, I took over the strategy and operation to the market.
Analyze and Assess 5Cs (Category - Main Competitors - Consumers - Channels - Company)
Define Route-to-market plan (including new channels, e-commerce,...) and Marketing Plan with clear roles of product range and clear role of SKUs among portfolio.
Strongly convince to use travel-size and sample-size to build trial (because there was only 700 USD left for marketing and no plan ahead for 2016)
Change target group, the content strategy, portfolio management in Facebook, the advertising approach. (700USD spending only in 2 last weeks of Dec 2015, then the engagement during Jan 2016 to Nov 2016 were all organic with 100 post engagement per day) - Contact Makeup Artists for viral. - Deal with Mabel Box to deliver sample size freely for Bioderma to end-users as building trial. - Set clear strategic SKUs and objectives to sales team based on the nature of the product.
After 2 week of changing the approach in Facebook, only paid 700USD, each day, Fanpage got 50-100 comments and inbox messages asking for advice and buying products without spending until Oct 2016. (Problem between Bioderma Head Quarter, Bioderma Regional Office in Hong Kong, and Distributor in Vietnam)
Revenue in 2016 was 4X higher than in 2015.