Topic choose one product in one country to analyse the digital marketing channels or a campaign using to promote i

Untitled MKT308 Individual assignment Nguyen Thi Huong OMO Digital Marketing (mkt308) Individual Assignment Topic Choose one product in one country to analyse the digital marketing channels or a campa[.]

MKT308-Individual assignment-Nguyen Thi Huong-OMO

Digital Marketing (mkt308)

Individual Assignment

Topic: Choose one product in one country to analyse the digital marketing channels or a

campaign using to promote it -

Subject: Digital Marketing (MKT308) Lecturer: Đào Cẩm Thủy Name: Nguyễn Thị Hường Student ID: HS140203

TABLE OF CONTENTS

1.1.Short profile of that product

Referring to washing powder or washing liquid 100% Vietnamese people will immediately think of OMO brand of washingpowder A brand that has been present in the Vietnamese market for more than 15 years, no other brand can surpass it.OMO is a product of Unilever, a global corporation of the UK and the Netherlands that is world famous in the field ofmanufacturing consumer chemical and cosmetic products… Unilever Vietnam was established in 1995 and OMOwashing powder is a favorite product of Unilever in Vietnam

Right after coming into operation in 1995 Unilever's famous products such as Omo, Sunsilk, Clear, Dove, Pond's,Close-up, Cornetto, Paddle Pop, Lipton, Knorr with traditional Vietnamese brands of Viso, and P/S have been widelyintroduced And with the advantage of perfect quality and reasonable prices that are affordable for Vietnameseconsumers, these brands have quickly become the most consumed items in the Vietnamese market and together withthat Unilever was quickly profitable

About the brand OMO Vietnam, OMO is a product line of Unilever's personal and home care products that are popular inVietnam as well as around the world With the main ingredients such as sodium sulfate, linear sodium, sodium carbonate,sodium silicate, water, aromatics, odorants, Omo is considered a brand of high quality washing powder, suitable forVietnamese people people, attestation The quality of a product is not only communicated through advertising andmarketing, but is also evaluated by consumers.

In 2003, OMO was the first brand in the Vietnamese market to provide detergent for washing machines Omo combinesthree factors: the safety of the hand skin, the bleaching degree and the aroma of the detergent into one product launched

to the market, which has attracted the love of the product

Since 2004, OMO Tet was launched and became one of the core product lines in OMO's business and meaning Also inthe same year, OMO launched a new formula that can clean even stains in difficult-to-clean places and become an expert

in removing the most stubborn stains

In 2007, OMO Comfort launched with a combination of long-lasting fragrance and effective stain removal In 2009, OMOreleased a new enzyme formula and technology that penetrates deeply into each fiber Up to now, OMO accounts forover 60% of the washing powder market share in Vietnam, 98% of Vietnamese households have used Omo at leastonce

1.2 Target customers and target markets

➢ Target customers

Urban scale and density: OMO mainly attacks big cities and towns throughout the country Because this is an attractiveand profitable market

The population density in these regions is relatively large, the consumption demand for laundry products is high.

Gender: includes both male and female However, the target audience is mainly housewives, who are the main decisionmakers in choosing brands of consumer products for the family Specifically, when choosing a brand of washing powderfor the family, the factor they are interested in is washing ability, so OMO chooses its main function as the ability to washand remove stains

Age: all subjects have the need to use the product But still targeting customers 18 years of age or older, who are adults,have a job and a stable income or are married

Income: a relatively stable level of income, depending on the extent to which consumers choose different weights

Occupation: high-income, stable occupations such as office workers, doctors, etc In addition, OMO also targets thosewho work in easily soiled environments to demonstrate their superior washing ability His strengths as mechanicalengineer, construction engineer…

➢ Target markets

OMO chooses its target market as the middle and high income consumer market The scale and growth of this marketsegment is quite high, with high consumption because the demand for laundry detergent is very large, and the profit levelbrought by this market is very high This segment of the market is dominated by housewives with fluctuating loyaltylevels Therefore, when entering the Vietnamese market, OMO believes that an effective positioning strategy can help thecompany gain a large market share and achieve high profits On the other hand, this customer group also has a relativeloyalty to habitual consumer products, so the brands are well positioned in the minds of consumers

The product's target market is poor families and low-income residents who require cleaners at cheaper prices However,the product has a high quality construction to ensure the removal of stubborn stains Products are packaged in different

quantities both in sachets and boxes to meet different quantity requirements of consumers The price also variesaccording to the quantity of the package.

1.3 Aims: list digital channels or a digital campaign

➢ Campaign Situation

As the leading brand in the laundry market (washing powder, detergent) in Vietnam, OMO has a huge customer base.However, the brand is facing fierce competition from foreign and domestic brands such as Ariel, ABA, Net, Lix withmany promotions or direct discounts at the store

To maintain its leading position and grow sustainably, OMO needs to grasp the Tet holiday when consumers are moreopen and consume more Over the years, OMO has always attracted the attention of a large number of consumers withunique Tet campaigns, notably in 2018 and 2019 with the message "No need to be perfect, still have a happy Tet".developed on the philosophy of “Dirt is Good”

The challenge for OMO in the 2020 Tet season is to refresh the Tet message in the context of a lot of competition fromcompetitors in the same industry as well as in different industries, while maintaining the brand's attractiveness andstrengthening the sentiment of customers consumers

➢ Target Campaign

-Increasing OMO's market share in the detergent segment

-Increasing consumer sentiment, especially with the target group of mothers, with the message “Vui trồng lộc Tết – Lấmbẩn gieo điều hay”

➢ Insight

In this Tet campaign, OMO wants to reach the target group of mothers with young children, from 6-12 years old Inchildhood, mothers were raised with a clean living environment, so now they also want their children to be able to play

and grow up in such a green and clean environment However, the current generation of children is living in anenvironment with many negative changes such as forest fires, water and air pollution, etc In that context, mothersshared:

“Là một người mẹ, tôi mong muốn con của tôi yêu thiên nhiên và môi trường hơn và trở thành thế hệ sống xanh trongtương lai, bắt đầu từ những hành động, thói quen sống tích cực và nhỏ nhất”

On the other hand, Tet is an occasion for the beginning of good things:

“Tôi tin rằng làm điều tốt vào đầu năm sẽ mang đến may mắn cả năm Tôi muốn các con trải nghiệm Tết một cách ýnghĩa hơn mà vẫn giữ phong tục Tết và mang đến tác động tích cực hơn cho môi trường Thay vì dẫn các con đi “HáiLộc” đầu năm, hoạt động mà đôi khi biến tướng thành bẻ cây, hái cành dẫn đến môi trường bị phá hoại, tôi sẽ khuyếnkhích con mình và gia đình cùng nhau lấm bẩn trồng cây “Gieo Lộc” để cả năm may mắn và Tết thêm xanh”

➢ Campaign

Against this background, OMO has developed the philosophy of "Dirt is Good" to "Dirt for Good" to better suit the currentenvironmental, social and consumer context - starting to introduce on the occasion of Tet 2020 encourage people to getdirty to make a positive impact on the community:

With the philosophy "Dirt is Good", OMO believes that getting dirty is essential for the development of children Eachstain on the clothes is a proof that the children have had more new experiences: “Don't be afraid of stains that preventchildren from playing and learning Only when children can have fun, experience life, and don't mind getting dirty, will theyhave the opportunity to learn valuable lessons from life."

As for the "Dirt for Good" philosophy, the brand not only encourages mothers and babies to get dirty together withactivities that bring good development to children, but also creates a positive impact on the community and society This

is the best way to develop children's awareness and empathy for the world around them and make the living environmentgreener and cleaner: "Real changes only happen when we roll up our sleeves and get dirty"

Therefore, with the New Year 2020 campaign with the message “Vui trồng Lộc Tết, lấm bẩn gieo điều hay”, OMO wishesmother and baby together to renew the tradition of "Picking Loc" with green living habits by "Gieo Loc" ” – plant a seed, asprout for a new year with more luck This message of encouraging children to get dirty and dirty not only helps childrenlearn good things, experience and develop, but also contribute to protecting the environment and bringing practicalbenefits to society

At the same time, the brand also aims to express the "Brand Do" mission - not only at the media, the brand also acts withconsumers to create a positive impact on the community and society

➢ Big Idea

“Gieo trồng lộc Tết, lấm bẩn gieo điều hay”

“Hái lộc” in early spring is a familiar custom of Vietnamese people for generations, considered an act of bringing homegood luck But the custom of picking buds has been distorted because of human negligence, breaking trees to pickbranches, causing negative impacts on trees while the environment is increasingly lacking in shade of trees because offorest fires

Therefore, the brand encourages the community to renew the tradition of “Hái lộc” in a meaningful way: “Gieo lộc” forgood luck for the whole year and for a greener living environment

II.Body part

2.1.Analyse the consumer behavior (needs, wants) of that product

Associated with regular needs, laundry detergent becomes an essential and indispensable item in every family With busywork and little time, so OMO laundry detergent creates the psychology of whitewashing, cleaning, fast stain removal has introduced new products to meet needs, preferences, tastes and preferences of consumers In our country, themarket share of OMO washing powder is quite high and is trusted by consumers for both quality and product design.OMO combines 3 factors: safety for hands, bleaching washing and fragrance of washing powder into the same productlaunched on the market that has attracted the love of the product OMO laundry detergent is one of the laundry productsthat Vietnamese housewives trust and love

2.2 Analyse the structure of digital channels/campaign

In this campaign, OMO has cleverly integrated the brand image into the journey of changing green living habits and theprocess of preparing for Tet of Vietnamese people through many practical activities

Specifically, the campaign is deployed with the following phases:

■ Stage 1: Pose the problem

During this period, OMO evokes social discussion on the issue of “Hái Lộc” on Tet holiday, thereby encouragingconsumers to “Hái Lộc” by “Gieo Lộc” to enjoy a lucky new year without breaking the bank traditional On the other hand,

the “Gieo Lộc” activity also helps to make the environment greener in the context of many negative environmentalchanges, especially the current forest fires.

Main activities: PR (Review of environmental events in 2019 highlighting the issue (“Tết nào mọi người cũng hái lộc”),Social and Promotion (Bộ quà “Hộp Háo Hức” phiên bản Tết và “Bao lì xì hạt giống”)

■ Stage 2: Building Awareness

The goal of this phase is to increase consumer awareness of the campaign, making the preparation for Tet moremeaningful for each family thanks to the inspiration of “Gieo Lộc” from OMO

To achieve the above goal, the brand implements the main activities: TVC “Vui trồng Lộc Tết, lấm bẩn gieo điều hay”,CSR (establishing OMO Fund of Vietnam's precious treasure nursery, School Green Corner Competition) , along withintroducing the website https://omo.trongcaytrongtrainghiem.com/; Longform Video “Sự tích cây nêu tam lộc”,Cooperating with content creators such as Trinh Pham, Hong Van, Viet Huong, and KOLs to create vlog and videoproducts, especially incorporating the message “Vui trồng lộc Tết, lấm bẩn gieo điều hay” in Tet-sponsored projects such

as Tran Thanh's webseries “Bố Già” and Truong Giang's television gameshow “Bảy nụ cười xuân”

■ Stage 3: Creating the Experience

After building awareness about the campaign's message, the brand continued activities to encourage consumers toexperience tree planting to renew the “Gieo Lộc” ritual during Tet for good luck

Main activities: PR & Social & Activation Specifically: Call for tree donations on the websiteomo.trongcaytrongtrainghiem.com; Booth Activation at the supermarket; Redeem gifts and donate plants at the grocerystore In addition, there are other activities such as making a video reporting on news about forest fires or reporting onhow retailers feel when participating in the program and being a part of contributing to the message The meaning of theprogram spreads more to consumers.

To start the campaign, social posts were deployed with content emphasizing environmental pollution and the role of trees.Specifically, a review of memorable environmental events in 2019 from forest fires in Vietnam such as Ha Tinh, Hue tothe world such as Amazon, Australia

Next, the brand evoked discussion of the online community about the issue that has been feared for many years as “HáiLộc” “Hái Lộc” at the beginning of the year is an activity to pray for good luck for themselves and their families, however,more and more people misunderstand and transform this custom: instead of just picking a small leaf or going to thetemple to ask for luck, People believe that the more leaves a branch has, the more fortune it will bring

And finally, the new brand proposes an alternative solution: instead of “Hái Lộc”, let's join OMO "Gieo Lộc" for a luckyyear and help the environment become greener

Besides, during this period, the brand also spread the gift box information by collaborating in the form of livestream with 2influential KOLs to target customers, Trang Moon and Trang Lou And to be able to reach more mothers, the brand alsocooperates with hot moms to post articles about the gift box experience with their children

Also in this period, the brand cooperated with 4 young people who have positive influence in the community and areespecially interested in environmental issues, namely singer-actor Jun Pham, MC Quang Bao, travel blogger Chan La

Ca and fitness coach Hana Giang Anh to spread information about the launching ceremony of the OMO Tet tree plantingceremony and the donation of 6,000 rare seedlings to Phong Nha - Ke Bang National Park and Cat Tien National Parkthrough the “Quỹ OMO Vườn Ươm Lộc Quý”

In particular, throughout this period is to introduce the website https://omo.trongcaytrongtrainghiem.com/ through variouschannels such as fanpage, KOLs to call on everyone to join hands to donate trees for the cause “Quỹ OMO VườnƯơm Lộc Quý”

■ State 3:

The main goal of this phase is to raise awareness about forest fires through newsletters in conjunction with VOV newsagency, encouraging consumers to experience planting trees for good luck for the whole year as well as improve thequality of life awareness of brand activation activities, creating motivation for consumers to attend directly

The brand promoted the information about the brand activation program by sharing about the shopping experience andintroducing the program "Gieo Lộc"- Redeem gifts of hot KOLs From there, create motivation for consumers to buygoods and contribute trees to the Quỹ OMO Vườn Ươm Lộc Quý