listerine cool mint zero alcohol marketing report bachelor of business administration

In Partial Fulfillment of the Requirements of the Degree ofLISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORT BACHELOR OF BUSINESS ADMINISTRATION In Principles of Marketing By Name: Nguye

In Partial Fulfillment of the Requirements of the Degree of

LISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORT

BACHELOR OF BUSINESS ADMINISTRATION

In Principles of Marketing

By

Name: Nguyen Thi Ngoc Minh Student ID: 31201029143 Class: DH46ISB-1

For

International School of Business - University Economics HCMC

March 2021

LISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORT

In recent years, Listerine mouthwash is currently a reputable brand and trusted

by many consumers because of its excellent performance and relatively

affordable price for the majority, including Listerine Zero (Toplist, 2021) The actors and forces outside of marketing management's ability to build and

maintain successful relationships with target customers create a company's marketing environment As a result, marketers must be on the search for

environmental trends and opportunities The position of Listerine Zero as a brand will be examined in this report, as well as some important Micro and Macro environmental factors that will influence the brand in Vietnam

1 Brand background:

Listerine is an antiseptic mouthwash advertised in the United States with the slogan "Kills germs that cause bad breath." Listerine was invented in 1879 by Joseph Lawrence, a chemist in St Louis, Missouri, and was named for Joseph Lister, who pioneered antiseptic surgery at the Glasgow Royal Infirmary in Scotland (David Newton, 2008) Listerine was originally sold by the Lambert Pharmacal Company (later Warner–Lambert), but since December 20, 2006, when Johnson & Johnson purchased Pfizer's consumer healthcare division, it has been developed and distributed by Johnson & Johnson (Lexpert, 2006).

Listerine Zero, a new alcohol-free version of the formula, was

introduced by Johnson and Johnson in 2009

2 Debrief:

- Product overview: In an alcohol-free mouthwash bottle, the boldest of cleanse, less intense minty flavor There are no alcoholic beverages There are no messes For a healthy mouth, the zero-alcohol formula cleans deeply to kill millions

of bad breath germs (Listerine, 2021) Size: 95ML, 500ML, 1LT, 1.5LT

Segmentation: Personal Care – Oral Hygiene – Mouth Wash

Target market: For well-to-do families in urban, semi-urban areas that have oral hygiene needs and children (MBA Skool Team, 2020).

Positioning: With the less strong minty flavors, alcohol-free mouthwash for intense bad breath germ fighting

3 Product analysis and competitor analysis:

a, Product analysis:

Strengths:

- The brand has been for a long

time in Vietnam

- Positive consumer image

- Excellent branding and

advertisements via TV advertisements,

social media and print ads

Opportunities:

- Growing brand recognition via

social media

- Make organic products (a

current trend in the Vietnam’s

marketplace)

- The global demand for

mouthwash is primarily driven by rising

understanding of oral hygiene (Wiseguy

Research Consultants PVT LTD, 2019)

Weaknesses:

- It's a poor alternative for toothpaste, which holds a substantial market share.

- Since it is mainly an urban product, the target demographic is small

- The price is quite high compared to the toothpaste

Threats:

- COVID-19 has the greatest impact on mouthwashes and toothbrushes Mouth fresheners are commonly used before socializing or going to work, so the lockdown and continued limits are harming sales (Euromonitor, 2020).

- In the news, there were reports that Listerine could cause cancer.

b, Competitor analysis:

- Indirect competitors:

Toothbrushes and toothpaste: essential but difficult to carry.

Breath fresheners: not being used much by customers, there are still

many concerns about quality and chemicals (Bui Mai Huong, 2017)

- Direct competitors:

Plax multiple sizes available in 75.000vnd 99.9% germs

- 50 ml, 60 ml, urban areas (Lazada for 12 hours

100 ml, 250 from malls to Mall) TV, social

magazines P/S Active Packaged in Mostly in 500 ml - Optimal oral Defense multiple sizes urban areas 60.000vnd protection

Zinc Mineral formula

4, Marketing Environment:

a, Micro-environment:

Marketing Department:

Company Caring about the environment, one person at a time inspires and brings Johnson & Johnson employees together We promote research and

science, introducing new technologies, goods, and programs to improve people's health and well-being Every day, employees of the Johnson & Johnson Family of Companies collaborate with health-care partners to impact the lives of over a billion people around the world (Johnson & Johnson Vietnam, 2021).

Marketing Intermediaries:

When customers access Listerine Vietnam's website, they can buy products through online trading platforms

Popularity and usage of oral care products in 4 biggest cities in Vietnam:

(Source: Consumer Panel - 03/2009)

Listerine Zero has to keep updated study of their customers and in case of

Listerine the company has always maintained excellent customer retention

b, Macro-environment:

The Demographic environment:

Different consumer clusters are fragmenting the Vietnamese demographic

Income:

Listerine Zero targets well-to-do families in urban, semi-urban areas that

have oral hygiene needs and children so households with mid high income

and high income have the demand of using mouthwash

(Sources: Kantar, 2020)

Age:

Listerine's target audience is a person between the ages of 15 and 45 in urban areas (The Listerine Logic, 2014) which make up for about 67% of Vietnam's population.

(Sources: Kantar, 2020)

Economic environment:

COVID-19 has been successfully limited in Vietnam as a result of recent events The economy is still recovering, with a well-controlled CPI (under 4%), and steady increases in consumer goods retail sales However, there is still a concern Because of the pandemic's risks, it's important to keep an eye on market movements to control the influence (Kantar, 2020)

(Source: GSO, 2020)

This year, the Personal Care Sector in the FMCG Market is doing well This may be due to a change in customer preferences for health, hygiene, and safety as a result of the COVID-19 (Kantar, 2020)

(Source: Worldpanel Division, 2020)

Natural environment:

There is also a great need to raise environmental awareness, which would have a positive impact on consumer buying behavior, especially in Asia

(Source: Consumer response to plastic waste report 2019)

Manufacturers are responsible for 42% solving the problem of plastic waste (Consumer response to plastic waste report 2019)

Technological environment:

Since 2015, Vietnam's ecommerce has grown at an 81 percent compound annual growth rate (CAGR) to $5 billion in 2019, with a forecast CAGR of 43 percent to $23 billion in 2025 (Source: E-conomy SEA 2019 – Google & Temasek; Market Economy summaries; Internal Data and Research Insight)

Cultural environment:

- Consumers’ views:

Self empowerment: “Nowadays I spend more time looking for

information before buying” - Households agreed - 55% Urban 4 Cities (+3pts vs 2015) - 59% Rural (+3pts vs 2015)

Health is wealth: “I would like to see more new products to take care of

my health and my family health.” - 80% households agreed in Urban 4 Cities and Rural

Think green, go green: “I like to buy brands that preserve the environment.” - More than 2/3 households agreed in Urban 4 Cities and Rural.

(Source: Kantar - Vietnam Insight handbook 2020)

When typing the keyword "Listerine" into Google Trends, the time when most people search for this keyword in 5 years is March 8-14, 2020 - the same time that covid 19 started to spread in Vietnam That shows the interest of

customers in Vietnam for health care products during the outbreak.

(Source: Google Trends)

Hand-carried products are becoming more common, particularly in Ha Noi, as more people visit other beauty markets Number of tourists

increased by 20% and hand-carry cosmetics gain popularity (VTV &

Worldpanel Division, 2019)

- Consumers’ views of organizations: 44% of consumers expect manufacturers to use other packaging materials than plastic (e.g paper, glass), use recyclable plastic that can be reused indefinitely and reduce the amount of plastic used in food packaging (Consumer response to plastic waste report 2019).

5 Suggestions:

Reducing plastic:

Some inspiration ideas in Vietnam:

- Hypermarket and supermarket: Fresh vegetables are wrapped in banana leaves by retailers, instead of selling plastic straws, switch to eco-friendly paper and rice straws, as well as recycled steel and glass straws

- Coffee and tea shops: Go green campaign include: Discounts are available if you carry your own reusable cup or bag, use recycled and/or eco-friendly straws made from renewable materials like grass and bamboo.

- Refill station: It began in developing markets and is now spreading to emerging markets such as Thailand and Vietnam Consumers can recycle reusable glass bottles (which can be purchased in stores) or carry their own containers to fill with water, food, cleaning, and personal care items

6 Summary:

Although not many consumers use mouthwash, if you look at the figure that 2 out

of 3 people use toothpaste and toothbrush, 2 people know about mouthwash, it shows that this is a market with quite a potential And learn more about the main reasons to prevent buying decisions, and will see that the most important thing to

do is inform consumers about the benefits and necessity of the product Then, with

a new product such as mouthwash, choosing the information channel and the type

of information influencing the buying decision is also important in the marketing strategy And then, it's important to pay attention to the marketing mix from

product, pricing, distribution to advertising/promotion to encouraging consumers to get closer to the product In short, the mouthwash product market is a very

promising one This market growth will be based on the advantages of the

popularity of whipped cream products teeth and toothbrush, plus the advantages from the competitive advantage of Listerine Zero Vietnam

Newton, David (2008) Trademarked : a history of well-known brands, from Aertex to

Wright's Coal Tar Stroud: Sutton Publishing ISBN 978-0750945905

"Johnson & Johnson Acquires Pfizer Consumer Healthcare" Lexpert

December 20, 2006 Retrieved March 20, 2020

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