(TIỂU LUẬN) TOPIC MARKETING PLAN FOR PS TOOTHPASTE WITH ARECE AND MINT ESSENCE

EXECUTIVE SUMMARY P/S is preparing to launch a product with areca and mint essence toothpaste.. Figure 1: Toothpaste market share in the world In the Vietnam market, Colgate and Unilever

THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING

Class: CLC_20DMA06

TOPIC

MARKETING PLAN FOR P/S TOOTHPASTE WITH ARECE

AND MINT ESSENCE

Major: MARKETING

Specialized: MARKETING MANAGEMENT

THE FINANCIAL UNIVERSITY OF FINANCE - MARKETING

TOPIC

MARKETING PLAN FOR P/S TOOTHPASTE WITH ARECE

AND MINT ESSENCE

Instructors: Ngô Minh Trang Students implementation:

EXECUTIVE SUMMARY

P/S is preparing to launch a product with areca and mint essence toothpaste

We can effectively compete with many other famous brands of toothpaste because our products have a unique combination of areca and mint essences We are

targeting specific segments of the consumer market aged 12 and older Nowadays, concern about oral health is increasing, so we launched a toothpaste with superior quality yet an affordable price with benefits in use Marketing target for the first year with sales of 800,000 tubes The main financial goals are to achieve sales revenue in the first year of 3,120,000,000 VND, accept a loss in the first year, and break even in the second year

TABLE OF CONTENTS

TEACHER’S COMMENTS 1

EXECUTIVE SUMMARY 2

A SITUATION ANALYSIS 4

1 MARKET SUMMARY 4

2 UNILEVER COMPANY OVERVIEW 5

3 SWOT 6

3.1 Strengths 6

3.2 Weaknesses 6

3.3 Opportunities 6

3.4 Threat analysis 7

4 COMPETITOR 7

5 STP 8

5.1 Segmentation 8

5.2 Targeting 8

5.3 Positioning 9

B MARKETING STRATEGY 9

1 GOALS WANT TO ACHIEVE 9

2 MARKETING STRATEGY 10

2.1 Product 10

2.2 Price 11

2.3 Place 11

2.4 Promotion 11

C FINANCIAL PROJECTIONS 12

D IMPLEMENTATION CONTROLS 14

REFERENCES 17

PLAGIARISM REPORT 18

A SITUATION ANALYSIS

1 MARKET SUMMARY

Worldwide, the toothpaste market share of Colgate palmolive (Colgate)

accounts for 45%, while Unilever accounts for only 9%, P&G accounts for 15%,

Figure 1: Toothpaste market share in the world

In the Vietnam market, Colgate and Unilever are the two leading companies, accounting for nearly 90% market share of the whole toothpaste industry But there

is a complete opposite compared to the worldwide market share, in Vietnam

Unilever holds 65% market share, far ahead of Colgate with 25% market share and P&G with Crest brand completely lost in the whipped cream market And it can be said that the toothpaste market in Vietnam is completely in the hands of Unilever and Colgate, so hundreds of domestic and foreign toothpaste brands have to work very hard to share a meager 10% market share

Figure 2: Toothpaste market share in Vietnam Although they entered the Vietnamese toothpaste market together at the same time, with their miscalculations and strategies, it seemed that Colgate had to give

up almost all of its market share to Unilever With the position of a giant in the toothpaste market in Vietnam, Unilever often launches P/S toothpaste products with new flavors to meet the needs of all consumers In this trend, we plan to launch P/S toothpaste with areca and mint essence In order to bring a new taste to consumers, today with the trend of consuming products of natural origin, we believe that P/S products with areca and mint essences will be welcomed by

consumers positively and develop strongly in the future We direct our products P/S areca essence to customers who have preferences and needs to use products of natural origin

2 UNILEVER COMPANY OVERVIEW

Unilever is a British and Dutch multinational company The company

specializes in the distribution and production of personal care, home care and food products to meet the essential needs of consumers Unilever is currently operating

in more than 190 countries and territories around the world In 1995, Unilever officially operated in Vietnam It is estimated that every day, about 35 million Unilever products are used by consumers nationwide with a variety of products: P/S, OMO, Clear, Knorr, Sunsilk, They have long become familiar names to Vietnamese families

With the mission that Unilever has set out as: "To add vitality to life", in order

to fulfill that mission Unilever wants to make the lives of consumers better and

better through bringing its products In Vietnam, Unilever's vision is to make the

lives of Vietnamese people better.

- Inheriting modern technologies and techniques of Unilever

- Nationwide distribution channel, easy contact with products

- Unilever Vietnam's technology research and development is always focused and adequately invested

- Current products always have genuine warranty stamps to help customers recognize the real and fake goods to trust consumers

3.2 Weaknesses

- New product is the essence of areca fruit that picks up users

- There are still many technologies that are not used in Vietnam due to the high cost and expensive import from abroad

- As a company originating from Europe, the product strategy in general is not really suitable with Asian culture including Vietnam

- Production process has not been advanced, techniques are still limited

- Unilever recently had to cut its budget due to the general economic situation

of the world

3.3 Opportunities

- The technologies are increasingly advanced

- Income and quality of life are increasingly improving, consumers pay more attention to choosing good quality products for health

- Vietnam has a young population structure, likes novelty, and wants to

experience new things

- The family model was expanded, the demand for toothpaste products

increased

- Easily exported to countries around the world because Vietnam has a long coastline and many large ports

3.4 Threat analysis

- The product that has just been launched on the market has many

shortcomings, there is no deep appreciation from customer experience

- The coverage of P/S's new product line is not wide enough to compete with the names already present in the market

- Vietnam's economic growth rate is not really high, showing low product consumption ability

- There is competition from many well-known brands: Colgate, Sensodyne, growing stronger, diversifying products, improving quality

- In the next few decades, the young aging population and the aging

population structure will no longer be Unilever's advantages

4 COMPETITOR

In the Vietnamese market, the brand that is considered the No 1 competitor of P/S is Colgate According to statistics, Unilever's toothpaste market share leads with more than 65%, while Colgate's is at 25% (Source: List of toothpaste

products on the Vietnamese market in 2016) However, we cannot be subjective when Colgate and many other toothpaste brands are constantly upgrading and improving their products Main competitors:

* COLGATE is a long-standing brand in the world with a wide range of oral

care products such as: Colgate Sensitive, Colgate Maxfresh, Colgate herbal salt, Colgate for children, with outstanding uses: cause tooth sensitivity, prevent tooth decay, clean plaque, protect tooth enamel, and cause tooth irritation

* CLOSE-UP is a direct competitor to P/S when both are under Unilever

Along with that are the benefits that have been verified by experts: Prevent tooth decay, protect teeth, remove plaque, make teeth whiter, kill bacteria, prevent bad breath, freshen breath when using the products: Close-up for teeth whitening with coconut flavor, Close-up of cool mint,

*SENSODYNE with products like Sensodyne Fresh Mint, Sensodyne Cool

Gel, etc., is recommended by experts for the following uses: effective prevention

of tooth decay; maintaining a protective layer against tooth sensitivity; shiny white

teeth; breath always fresh; reducing tooth sensitivity; protecting tooth enamel and gums; controlling tartar

5 STP

5.1 Segmentation

- Market segmentation by customer behavior:

• Reasonable prices, diverse products of good quality, suitable for each family member

• Purchase for personal or family use

- Market segmentation by demographics:

• Age: Customers are 12 years old or older

• Gender: The product can be used by both men and women

• Income: Low-income customers can also own the product

- Market segmentation by psychology:

• Motivation to buy: customers today are the younger generation The use of images of dental professionals is intended to gain trust from customers

• The trial price is 19,000 VND for the small-sized tube and 39,000 VND for the large-sized tube, evoking the feeling that customers can use it at a cheap price

- Market segmentation by geography:

P/S's new areca-flavored product is targeted at customers in all provinces of Vietnam

5.2 Targeting

The potential market for P/S is focused on customers with low to high incomes

in rural areas, and especially young customers with high consumption demands With P/S's new areca and mint essence products, it promises to bring customers

a completely new experience Mint flavor combined with areca essence helps to freshen breath, create more confidence, suitable for customers with frequent work

to communicate In addition, the new strong scent from areca will delight

customers from 12 years old and above, the cool mint flavor helps to relax the spirit for a great new day

5.3 Positioning

Quality

Sensodyne

P/S Colgate Close-up

Price

Figure 3: Product positioning P/S

Using product differentiation, we position the new product with areca and mint

as a product of improved quality that is superior to similar priced products The uses of our products will focus on preventing tooth decay, protecting, making teeth strong, teeth whitening, and fresh breath

B MARKETING STRATEGY

1 GOALS WANT TO ACHIEVE

The group hopes that the creation of this new P/S product of areca and mint essence will bring high profits to the company Pricing P/S areca and mint essences will be introduced with an estimated retail price of VND 39,000 per tube This

market share from established competitors Total products sold in a year (January

1, 2022-December 31, 2022) are estimated to be 800,000 products

With P/S toothpaste with areca and mint essence, Unilever Group wishes to bring a new and refreshing experience to consumers And from new customer experiences The products are widely distributed and are present at large

supermarkets and convenience stores across the country

2 MARKETING STRATEGY

2.1 Product

a The name of the product

P/S offers a lot of new products with outstanding improvements and

upgrades to meet the needs of consumers Therefore, our team decided to launch P/S products with areca and mint essence With natural ingredients such as areca essence, natural mint, and nutrients

b Product characteristics

Toothpaste with areca and mint essence brings a fresh, sweet, and cool

feeling when used The product will be guaranteed to be functional for users thanks

to the professional team from the company, bringing the most significant effect after long-term use It will not only have significant features, but P/S will also launch eye-catching packaging and designs The manufactured products will have additional stamps to ensure genuine goods or anti-counterfeiting logos to ensure the safety of customers

c Ingredient

With indispensable ingredients in P/S toothpaste: natural areca and mint essence, Arecolin, Water, Sorbitol, Hydrated Silica, Zinc Citrate, Sodium Lauryl Sulfate, PEG-32, Flavour, Cellulose Gum, Sodium Fluoride, Mica, Sodium

Saccharin, have been tested by experts, contributing to helping the product be trusted

d Uses

It helps prevent plaque on teeth, whitens teeth, has bactericidal and

antiseptic properties, reduces sensitivity and brings fresh breath It is especially effective in treating tooth decay and making teeth strong

low-promotion that bought P/S toothpaste and got a free P/S brush

2.3 Place

The retail distribution system stretches from north to south That's why the P/S toothpaste brand is becoming more and more popular and trusted by consumers Currently, the company has more than 350 wholesale agents and about 150,000 wholesale and retail agents across the country, so its products are flooded

throughout the market Thanks to the coverage of P/S at all major supermarket systems, Therefore, our new P/S products will be easily distributed at large

supermarkets and grocery stores from urban to rural areas, helping people easily access the company's new products

Currently, the situation of the COVID-19 epidemic is stressful Consumers are restricting travel Therefore, we also distribute our new products on e-commerce platforms such as Shopee, Tiki, Lazada, etc., for the convenience of consumers buying products

2.4 Promotion

According to a survey by Vinaresearch, the survey results show that P/S is the

awareness of P/S includes 61.7% of people when asked about the toothpaste brand that mentioned P/S first, and 94.6% of the respondents knew about this brand And P/S is the brand with the widest advertising coverage; about 45 out of 100

respondents said they see P/S ads regularly in the media (44.7%)

P/S's marketing strategy for advertising has two main areas: "Above-the-Line" (direct promotion) and "Below-the-Line" (indirect promotion)

Some forms of P/S advertising:

- Advertising via TVC: in Vietnam, advertising on television is always highly effective P/S can run ads for about 30 seconds with the message of bringing

a bright white smile, full of confidence With our new P/S product, the team proposes inviting Miss H'Hen Niê with a fee of 20,000,000 VND The group not only targets people from the city or neighboring provinces, but also wants to target ethnic minorities like H'Hen Niê to become more widely known

- Advertising on the Internet: with the development of technology, P/S runs ads in 5–10 seconds in videos on Youtube or Facebook

- Sponsoring reality programs: The annual reality program sponsored by P/S

is "Protect Vietnamese Smile." Support costs for patients with cleft palates who cannot afford surgery In this way, not only are more people interested

in the company and the product, but they can also convey many messages to consumers This is used to help them understand and sympathize with these unfortunate fates

- Forms of gifts and promotions: a free toothbrush with the purchase of two tubes of toothpaste, and an extra tube of any toothpaste with the purchase of three tubes

Advertising through

TVC

Introducing new products, providing information and features from experts invited by the company to film TVCs

to advertise products

The cost of TVC

production

>50.000.000 VND

1/1 – 31/3

Invite a dental

specialist

~ 20.000.000 VND Invite the face to

represent the product

~20.000.000 VND The team designs new

Promoting new product images to consumers

Quarter 1:

1/1/2022 - 31/3/2022 Quarter 4:

1/102022 - 31/12/2022

Quarter 1: price reduction when new products are released,

in order to bring new products to consumers Quarter 4: End-of-year discount to pay off all items from the previous year before the new one

Free gift (brush and

toothpaste tube)

~150.000.000 VND

Quarter 3:

1/7/2022-