GROUP ASSIGNMENT MARKETING PLAN FOR NEW PRODUCT OF DOVE DAMAGE REPAIR SHAMPOO IN VIETNAM MARKET

"Dove shampoo with damage recovery feature and stimulates hair growth from grapefruitpeel extract" - "Dove stimulate hair growth 2in1" is a new product line on the market, sothis require

UNIVERSITY OF FINANCE – MARKETING

FACULTY OF MARKETING

GROUP ASSIGNMENT

MARKETING PLAN FOR NEW PRODUCT

OF DOVE DAMAGE REPAIR SHAMPOO

IN VIETNAM MARKET

STUDENTS: NGUYỄN THỊ BÍCH NGỌC - 2021008497

TRẦN THỊ PHƯƠNG MY - 2021008480DƯƠNG LAI MẪN MỸ - 1921000676

HO CHI MINH CITY, 2021

I EXECUTIVE SUMMARY 2

II COMPANY AND BRAND INTRODUCTION 2

1 Company 2

2 Brand 3

3 Dove’s mission and vision 3

4 Objectives for first year strategy 4

III SWOT & MACRO ENVIRONMENT ANALYSIS 4

1 Macro environment analysis 4

2 Market situation 7

3 Competitors 8

4 Dove’s swot analysis 9

IV SEGMENTARY STRATEGY, TARGET MARKET AND POSITIONING 11

1 Segmentary 11

2 Targeting 12

3 Positioning 12

V MARKETING – MIX STRATEGY 14

1 Product strategy 14

2 Price strategy 15

3 Place strategy 16

4 Promotion strategy 17

VI ACTION PROGRAM 19

VII CONCLUDE 20

REFERENCES 22

APPENDIX 23

MEMBER CONTRIBUTION 24

TABLE LIST

Table 1.1: Segments table 10 Table 1.2: Price of Dove stimulate hair growth 2in1 15 Table 1.3: Detailed action plan table 18

IMAGE LIST

Picture 1.1: Report on the estimated hair care market share in 2016 and 2025 6 Picture 1.2: Popular Shampoos 7 Picture 1.3: Dove’s position map 13 Picture 1.4: Dove indirect distribution channel structure 15

I EXECUTIVE SUMMARY

Today, Vietnam has become a developing country, the economy has prospered Along withthat development momentum, people's living standards are increasing, people aregradually paying more attention to self-care issues, especially women One of the personalcare products must include shampoo As a powerful assistant of women, the shampoomarket is increasingly diversified with products to meet the individual needs of users.Notable names such as Clear, Head and Shoulders, Sunsik, Lifebuoy, Dove

Competition in the shampoo market of companies is very active in many different forms

"Dove shampoo with damage recovery feature and stimulates hair growth from grapefruitpeel extract" - "Dove stimulate hair growth 2in1" is a new product line on the market, sothis requires the company's marketing team to have unique and novel strategies to attractcustomers, maintain and strengthen its position This essay on the topic of marketingplanning for Unilever's Dove shampoo with damage recovery feature and stimulates hairgrowth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" will suggest themarketing strategies that best suit the product and the current situation of the corporation.Aiming to increase revenue compared to previous years, compete to expand market share,leading the shampoo market in Vietnam

The structure of the essay consists of 6 main parts:

1 General introduction of the business

2 SWOT analysis and the macro environment of the business

3 Propose market segmentation strategies, select target markets and productpositioning

4 Recommend product, pricing, distribution and marketing strategies

5 Specific action plan

The process of formation and development in Vietnam market:

● 1995: Unilever started to invest in Vietnam

● 1997: Bicico Cosmetics Enterprise, supplier of Unilever laundry cream, wassupported in terms of capital and technology to build a liquid washing factory Thenext factory in 1999.

● 2000: Sales increased nearly 16 times (USD 285,000), 76 suppliers of rawmaterials and 54 suppliers of packaging (total sales of USD 34 million)

● 2003: Contribution increased 13 times, equivalent to 130 billion VND/year Setaside 20 billion to fund social and humanitarian development activities

● From 2003 to present: Gaining more and more success, with thick networkcoverage all over Vietnam, with hundreds of thousands of retailers and distributors.There are a total of 5 factories and received many awards given by the state

Unilever’s mission:

“To add vitality to life” The meaning of this mission is that Unilever wants to bring abetter life to people through its products Until now, that mission has become increasinglyevident in every Unilever product as all products of this group are aimed at the samepurpose, which is to bring health, beauty and comfort to children, people The proof ofthis is that Unilever's famous brands are very diverse from washing powder, shampoo,toothpaste to tea such as Omo, Dove, Close-up, Lipton,

2 Brand

Dove is a very famous shampoo brand belonging to Unilever group Dove is a globallyreputable brand with more than 50 years of history, trusted by millions of customers inmore than 80 countries In Vietnam, Dove is the No 1 Damaged Hair Care shampoo

In 2001, Dove officially entered the field of hair care with a range of shampoos, includingmany suitable for many hair types: normal hair, brittle hair, thinning hair, tangled hair Thename Dove is a name that feels very light, easy to read, easy to remember and also comeswith very unique signs that make it difficult for customers to confuse with other brands.Dove Damage Repair Shampoo is a shampoo that helps restore dry and damaged hair,giving you soft, smooth hair with the most advanced technology The improved formulafrom the UK with Bio-Nourish nutrient system, helps to accurately locate and repairdamaged hair, while replenishing nutrients for strong hair from the inside Since then, ithas left a deep impression in the hearts of customers with the name Dove Damage RepairShampoo

3 Dove’s mission and vision

The Dove brand has the following mission and vision:

● Helping the next generation of women develop confidence in their appearance helping them feel more in love with themselves and realize the strength that lieswithin them

● "Honouring true beauty" is the position that Dove wants to pursue, which alwaysbrings self-confidence to women That promise of Dove increasingly expands thedefinition of beauty: from non-physical beauty, every profession, every skin color,every age has its own beauty.

● "Dove says it continues to offer products that make a real difference to the conditionand feel of your skin and hair." And in doing so, it helps fulfill its mission to enhancethe depiction of women's beauty to incorporate all ages, body shapes and sizes,making them realize that beauty has nothing to do with appearance their picture

● The campaign "Be yourself with the hair you love" aims to support the expression ofthe personality of Vietnamese women regardless of who they are or what positionthey are in, going beyond the prejudices imposed by society women's standards

4 Objectives for first year strategy

● Giving consumers satisfaction when using the product, in addition, building ashampoo brand image that is trusted by consumers and won many compliments

● The company’s product sales increased by 5-10% compared to the previous year

● Is the leading product in the sales list that brings profit to the company

● Organize and implement solutions to stimulate consumption demand, createmarkets for products to convince customers to buy products, and help locateproducts in consumers' minds

● Continue to look for distributors and brand coverage across the country, increaseretailers and merchant agents in target markets to at least 20 stations in 2022

● Enhancing the brand image in the hearts of customers, expanding the image as abeauty care service provider Increase brand awareness among customers bystrengthening advertising programs and increasing its market share withcompetitors

● Continue to fulfill our mission of protecting natural beauty as well as cultivatingconfidence in women

● Continue to promote global research to serve future projects and strategies

III SWOT & MACRO ENVIRONMENT ANALYSIS

1 Macro environment analysis

❖ Demographic

- Population Structure

According to the General Statistics Office (GSO), until 2021, Vietnam's population hasincreased by more than 98 million people and is now ranked fifteen in the world.Vietnam's population is always increasing year by year, so this is a big market for many

businesses to invest in, the more populous a market, the more shopping demand willincrease Vietnam is a market potential market for investment and business.

- Marketing the young generation

Marketing the young generation is understood as building new advertising and promotionstrategies for young people According to current age-based population data, the youngpopulation makes up 40% of the population The change in marketing for the newgeneration is very important because their purchasing power is very large, if they canattract them, they will increase their profits with more products sold, so if it issuccessfully reached this generation, this will be the main source of purchasing in thefuture

- Change in the role of women

Today, more and more women are entering the workforce and are well educated So theyhave a steady income and tend to take care of themselves more than before This is apositive advantage for Dove shampoo because Dove's target customers are women Inaddition, a recent survey by Dove (Cite in Saigon Online) indicates that 95% ofVietnamese women think that a beautiful hair will make them feel more confident.Therefore, Dove will have the opportunity to expand its market share by providing morehair care shampoos to meet the needs of Vietnamese women

- Factors affecting consumer purchasing power

The standard of living of Vietnamese people today is higher than in the past The inflationrate in Vietnam will remain under control below 4% in 2021 (the year 2021 is the yearheavily affected by the COVID-19 pandemic) The stability and growing development inthe Vietnamese economy will be an advantage and an opportunity for Dove to develop itsproducts that serve the needs of the people, which will stimulate Dove to have moremotivation on the way to conquer the hearts of Vietnamese people

- Change in income

During the COVID-19 pandemic, Vietnam's economy was severely affected The wholecountry faces many difficulties and challenges due to both fighting the epidemic andensuring socio-economic development The monthly per capita income is about 4.2million VND, down about 1% compared to 2019 In general, each year in the period 2016-

2020, the average monthly income per capita of the whole country increased on average.8.2%, although increasing slowly, but also achieved the number expected by experts

It proves that the living standard in Vietnam is improving significantly and clearly, peoplecan buy more products, especially shampoo, to take care of themselves The higher theincome, the more people will tend to use the more advanced and better products to servethemselves and the people around them This is an opportunity for Dove because Dove

always brings a line of high-quality products, so with high income, people will be willing

to pay more to buy Dove products

❖ Natural

- Product Packaging

The use of environmentally friendly packaging design is an important goal of Unilever,affecting the interests of the company and determining the success of many businessaspects On the Vietnamese market, there are two types of Dove shampoo packagingdesigns: packages and plastic bottles Both types of packaging are made from plasticcontaining low density polyethylene (LDPE), identified by code 4 LDPE signal #4 can beeasily found in the accessory section of Dove shampoo bottles According to Wilcos, thisplastic is considered one of the safest plastics for product packaging and can be easilyrecycled

- Reducing environmental pollution

Unilever Vietnam's Vice President said that Unilever Vietnam's goal is to improve people'slives without sacrificing environmental benefits Unilever Vietnam has invested more than300.00 USD in a modern waste treatment system with a capacity of 300 cubic meters/day.Chemicals will be collected and burned at high temperatures to reduce adverse effects onthe environment In addition, Unilever also has a Safety, Health and EnvironmentDepartment in charge of legal politicians related to environmental protection and research

on potential risks

❖ Technology

Today, people, especially women, use a lot of chemicals for curling, straightening anddyeing, so the hair is very easily damaged, tangled and hair loss With three technologieswith many different uses such as anti-breakage, tangle and especially damage repairapplied in Dove damaged shampoo products, it will be one of the opportunities andadvantages for customers to find Dove products

Moreover, Dove introduced the hair damage meter to the customer The strength of thismeter is that it displays results similar to those in the laboratory and can be measuredanywhere, as well as displaying results to customers in a short time This technology willhelp customers detect damaged areas of hair and thereby restore them

❖ Politic

Recently, the government has issued a number of decrees on reducing taxes on importedproducts This has made these foreign shampoo brands even more popular in Vietnam.People like to discover and use new products and when they try them out, they will buythem often, which will gradually adversely affect Dove's revenue and market share

If the appearance of many foreign brands in Vietnam is too much, especially for moving consumer products, the Vietnamese Government has propagated a number of lawsand programs to encourage patriotism of Vietnamese Vietnam through the purchase of

Vietnamese goods such as the program "Vietnamese people use Vietnamese goods" Theseregulations have a huge impact on how consumers choose products Therefore, foreignbrands like Dove have difficulty in managing and expanding their business in Vietnam.

❖ Cultural

For hundreds of years, Vietnamese women have used locust fruit as a way to wash theirhair Over the generations, this habit has grown stronger and stronger Therefore, manycompanies have put the scent of locust in their shampoos to attract Vietnamese believers.Furthermore, some people used to think that current shampoos contain a lot of chemicalsand that using chemicals on the hair can strip the hair of moisture

With Dove, unlike Dove's shampoo products that apply modern technologies with hairnutrients, Dove's message is easy to understand but concise: "With Dove shampoo is notused to clean hair but also to nourish hair and repair damage” So DOVE always wantswomen today to not have to spend time and money going to the shop to take care of theirhair

2 Market situation

According to Statista's report on the estimated hair care market share in 2016 and

2025, shampoo accounts for 33% of the market share The outbreak of COVID-19 in

2021, resulted in 60% of people spending more time taking care of themselves Socialdistancing in 2021 due to the pandemic has completely changed our daily beauty routineand helped us redefine the core value of beauty When natural and authentic beauty takesthe throne, people often tend to take care of beauty from within and this natural beautytrend will continue in 2022 One trend that can be mentioned is natural pretty hair.Tapping into the demand thick and healthy hair, some players have added the hair growthstimulating function to their shampoos, with others promoting their dandruff-reducing,damage-reducing properties

Picture 1.1: Report on the estimated hair care market share in 2016 and 2025

Source: Statista.com

According to another report, Dove’s market share is holding the third place afterClear and Sunsilk, behind are P&G's Pantene and Head & Shoulders in the women'sshampoo market Hence, a good marketing plan in this situation would be a greatopportunity for Dove in particular and the company in general to increase thecompetitiveness and maintain foothold in the shampoo market.

Picture 1.2: Popular Shampoos

Source: Q&me (2020)

3 Competitors

The following competitors have a major impact on Dove products, including losingsegmentation, putting more effort and budget into advertising and promotions, and beingconscious of losing a strong position in the shampoo market Vietnam head

❖ Pantene: is a brand of P&G in Vietnam since 1995 Realizing the importance of havinghealthy hair, Pantene and shampoo products have brought a beautiful healthy hair toevery woman Pantene has six main shampoo products to be able to serve Vietnamesecustomers wholeheartedly

- The disadvantage that almost every customer complains about Pantene is that the scent

of the shampoo is heavy, not gentle, and feels uncomfortable when smelling them

- The price is also said to be a shortcoming of Pantene when everyone says the price isquite high.

❖ Sunsilk: entered the Vietnamese market in 1995 With careful steps, Sunsilk hasbecome one of the favorite brands of Vietnamese consumers Sunsilk also holds 13% ofthe women's shampoo market share and is in the top 3 hair care brands and 2 leadinghair care brands in Vietnam

● Advantages

- There is a successful parent company behind Unilever

- The price is suitable with the income of Vietnamese people

- Effectively nourishes coarse hair and gives a magical silky smooth hair

- Various, outstanding and attractive advertising campaigns Models are diverse andoften use celebrities to advertise

● Disadvantages

- - There are still many modern technologies and machines that have not been applied

- Not really outstanding compared to competitors and occupies a relatively small marketshare in the Dove shampoo market in Vietnam

❖ CLEAR: is a trademark of Unilever group Consisting of technological solutions towash away dandruff and other scalp problems, CLEAR started step by step into theVietnamese market and earned the position as the No 1 shampoo in Vietnam CLEAR

is used by both men and women to get rid of dandruff and prevent it from coming back,resulting in smooth, healthy hair

● Advantages

- Accompanying parent company, Unilever

- Vietnam's climate is very suitable for the product line "Clear cool mint shampoo", soDove is always in the top 1 of the most popular shampoo brands and holds a very highmarket share in the shampoo market

- CLEAR is loved for its anti-dandruff feature

- The ads are attractive, attract viewers and often use famous artists to appear in the ads

● With the current young population, the standard of living of people, especiallywomen, is increasing This is an opportunity to promote the product to the marketmore and more strongly

● “Dove Damage Repair Shampoo” is a famous product of Dove with the “DamageRepair” feature Dove has successfully positioned its brand in the market and also inthe hearts of customers

● Success in branding Dove comes with an image that protects the beauty of womenand their voices

● The packaging is made from plastic containing polyethylene, a safe plastic for productpackaging and can be easily recycled, thereby helping to reduce pollution and protectthe environment

● Communication campaigns that cause plus points in the hearts of customers aboutgood service and customer care

● Promotions, year-end sales, customer gratitude received enthusiastic responses fromcustomers

● Product packaging is too boring, need innovation

● Owning many distributors and retailers will easily cause conflicts between levels,dumping and losing brand image

● There is no Dove exclusive store yet

● Promotions and customer gratitude programs take place with too few and limitedtimes

● TV commercials no longer attract much attention and Dove does not sponsor beautycontests



 Opportinities

● Vietnam's economy is growing and income levels are also increasing

● People's education level is getting higher and higher, people's income as well as theirawareness of caring for their health, so promoting advertising about Dove's benefits is

a reasonable action of the company

● Vietnam is a religiously free country, so the distribution and advertising of productsare not bound like other Asian countries

● Vietnam is a country with very high political stability, providing fair competition andfacilitating the sustainable development of products.



 Threats

● Other competitive companies, the competition situation is getting fiercer with theappearance of many other famous brands in the shampoo market both at home andabroad such as: Pantene, Clear, Sunsilk, Rejoice

● The average income of people in general is still low, especially in rural areas

● Some people have a habit of using locust fruit as a way to wash their hair and thinkthat current shampoos contain many chemicals and using chemicals for hair can stripthe hair of moisture

IV SEGMENTARY STRATEGY, TARGET MARKET AND

POSITIONING

1 Segmentary

In marketing, market segmentation is the process of dividing a broad consumer orbusiness market, normally consisting of existing and potential customers, into sub-groups

of consumers (known as segments) based on some type of shared characteristics

In dividing or segmenting markets, researchers typically look for common characteristicssuch as shared needs, common interests, similar lifestyles, or even similar demographicprofiles The overall aim of segmentation is to identify high yield segments – that is, thosesegments that are likely to be the most profitable or that have growth potential – so thatthese can be selected for special attention

The segment of customers using shampoo on the market:

Table 1.1: Segments table

Age: 15 to 25 Females

Income: school age,

depends on parents and

has no income Some

Often spend time watching

TV, accessing the Internetand then being attracted toattractive ads

Loyalty: easy to pay attention

to new things, changequickly Influenced by family,friends, celebrities

Occasion: daily use

Rate of use: quite high

Age: 25 to 40 Females

Lifestyle: They can spend alot of time and moneyimproving their appearance

Loyalty: Will become loyalcustomers if the product is ofgood quality and effective →