Marketing Principles - MKTG1205 - RMIT University Vietnam- Sunlight presentation slides

Sunlight slides presentation for Marketing principles course RMIT.Sunlight là một thương hiệu chất tẩy rửa chén được Unilever sản xuất và bán trên toàn thế giới, ngoại trừ ở Hoa Kỳ và Canada, nơi nó thuộc sở hữu của Sun Products (nay là Henkel Corporation) từ năm 2008.

SUNLIGHT

MARKETING PLAN PRESENTATION

Marketing Principle - MKTG 1205

1 INTRODUCTION

(My Hao n.d)

Unilever entered Vietnam

(Unilever n.d)

Unilever opened a state-of-the-art factory

in Cu Chi

“Our mission is to be the global leader in

sustainable business ”

❖ 1985: joined Unilever UK

❖ 2014: President of Unilever Personal

Care business

❖ 2019: Appointed Chief Executive

Officer of Unilever N.V and Unilever PLC

Alan Jope

PRODUCTS NATURAL INGREDIENTS

Sunlight Matcha Japanese Green Tea Matcha Sunlight Antibacterial Mint and Lemon

Sunlight Nature Aloe Vera and Mineral Salts

PRODUCT DESCRIPTION - FEATURES

Figure 1.2: All design of Sunlight Dishwashing product

MARKET SHARE

Sunlight is the market leader

in Vietnamese dishwashing liquid

market.

46.7% of the total

market share

BRAND AWARENESS

2 TARGET CUSTOMERS

&

POSITIONING

TARGET CUSTOMER

Age: 25 and above

Income: level C+ to B (10 million - 15

million VND per month)

Marital Status: Married

Family size: Nuclear family

or extended family

“Homemaker"

Demographic Geographic Behavioral Psychographic

Urban and Semi-rural

areas in Vietnam

Usage: Medium to heavy

users (two to three meals per

POSITIONING MAP 1

POSITIONING MAP 2

3 PRODUCT

THREE LEVELS OF PRODUCT

Core value:

➔ Cleaning and Washing Kitchenware

Actual product:

➔ Brand name: Sunlight - High recognizability

➔ Features: Natural ingredients (Lemon, Aloe vera, Matcha, Mint, and Mineral salts), Gentle on skin,

Pleasant scent

➔ Packaging: Match with Sunlight branding, informative, trigger refreshing feelings

➔ Design: A variety of design (Bottle, Bag, Container)

➔ Quality: High quality, matches with international standards (Unilever n.d)

Augmented product:

➔ Hotline for customer service

➔

BRAND STRATEGY DECISION

Brand Name Selection:

➔ Suggest benefits and quality: ‘Sunlight’ is the name that brings

customers the feeling of fresh and clean

➔ Catchy, easy to remember/ recognize

Brand Development:

➔ Line Extension Strategy

Same Brand Name (Sunlight) + Same Category (Dishwashing Liquid)

PRODUCT LIFE CYCLE

MATURITY

Figure 3.1: Share of sales and actual sales by brand in a time series by standard data

types (Captured from Euromonitor)

Since 2017, Sunlight has

witnessed a moderate

decrease in sales

- Extensive product line Satisfy customers’ needs and demands

- Favored by most Vietnamese consumers (Brands Vietnam 2014)

- High product quality

- Lack of environmental-friendly products

“ Very Satisfied with the product, it

is better than the previous brand that

“My family has been using this product for a long time, the antibacterial dishwashing has pleasant scent, makes a lot of foam and clean dishes very well ”

PR CE

Major Pricing

Strategy

Competition-based

Pricing

Sunlight set their price

based on their main

competitors’ strategies

Product Mix Pricing

Product Mix Pricing

II Product Bundle Pricing

Figure 4.4: Different dishwashing products combo offerings from Lazada

Price-adjustment Strategies

II Promotional Pricing

Figure 4.7: “Grocery Week - Tuần Lễ Bách Hoá” Figure 4.8: Tet Promotion

“ good price…”

“ good price…”

“ great price…”

“ reasonable price…”

“It is slightly cheap compared to the market price…”

“ I like it when purchasing the product cheap…”

➔ Sale events and

vouchers prove

themself to be very

effective and helpful

“Purchased the product when it was on sale, so

it was pretty cheap…”

“ received a 10,000 VND discounts … Thank you so much I will support you next time.”

“Purchased the product for 99,000 VND thanks to the discount, and was given a stainless steel spoon set 5 star for the store.”

“ I love it when I was able

to purchase the item at cheap price I will always support the store.”

5 PLACE

“We work with our customers to make our

brands with purpose more visible – wherever

shoppers are”

PLACE

CHANNEL ORGANIZATION

Administered Vertical Marketing

Network

Figure 5.2: Bach hoa Xanh logo on Bach hoa Xanh

(captured from Bach hoa Xanh )

TYPES OF CHANNELS

A nationwide network of 200.000 store-based channel (VBCSD n.d)

Available on various E-commerce platforms

Indirect marketing channels:

STORE-BASED CHANNEL

● Wholesaler:

Mega Market is the only wholesaler that sell Sunlight products to

individual buyers

● Large retailing firms: Co.op mart, Big C, AEON, Lotte Mart,

Figure 5.10: Lotte Mart logo on Lotte Mart (captured from Lotte Mart)

STORE-BASED CHANNEL

● Grocery Stores

STORE-BASED CHANNEL

E-COMMERCE PLATFORMS

E-COMMERCE PLATFORMS

A successful multi-channel approach

DISTRIBUTION SYSTEM

DISTRIBUTION STRATEGY

Intensive Distribution Strategy

Multichannel Distribution System Convenience

Product

Intensive Distribution Strategy

Administered Vertical Marketing Network

Multichannel Distribution

System

EVALUATION

Pros

Reach different customer segmentations

and increase sales

Huge advantages related to displays, promotion and raise brand awareness

Available everywhere for customer to buy

Cons

Maintain its leading position in the market

Effective and Efficient

6 PROMOTION

Sunlight

Co.op mart, BigC, Emart, Aeon, Groceries stores Consumers

Producer Retailers Consumers

Sunlight’s Promotion mix strategy: Pull strategy

1 Advertising

● Broadcast: TVC on several TV channels

2 Sales Promotion

● Price pack ● Discount

Figure 6.7: Price deals of Sunlight Matcha on Unilever flagship

store on Lazada

Figure 6.8: Sunlight’s discount price tag

2 Sales Promotion

● Point of Purchase (PoP)

3 Public Relations

● Special events

Seminars and fairs to support women’s startups and

entrepreneurship in rural areas

3 Public Relations

● CSR

➔ Launched recycling and reusing plastic bottle campaign.

➔ Set up photo booth, plastic collection and refill station in supermarkets.

4 Personal Selling

Figure 6.21: Customers’ comments on Sunlight’s fanpage Figure 6.22: Unilever’s salesperson in

supermarket

5 Direct Marketing

Figure 6.23: Response rate on Unilever’s Sendo store (Captured from Sendo)

Figure 6.24: Response rate on Unilever’s Shopee store

Figure 6.25: Inquiry to receive information from Unilever’s brands

Sunlight's current advertising activities are effective

Mom’s Peaceful Journey created high interaction with 6200 likes and 140 comments on Facebook

Over a hundred people shared touching stories of their mothers in the comment section

Figure 6.26: Interaction from Mom’s Peaceful Journey Figure 6.27: Comments from Mom’s Peaceful Journey

Discount & Free gift

“The products are very good… I got a gift of 3 spoons and 1

handbag I got them at good prices during sales

“I’m happy with the discount…”

“Sunlight’s product was good but the additional gift was bad… The advertisement said the gift worth 60.000 but I only received two small packets of detergent.”

“ there’s no ticket nor backpack Although the gifts were not very valuable, I had lost trust in the brand”

“Got this high quality product at a discount price, I’m loving

it! Will shop here again”

● Targeting to the right customers' touchpoints.

● The low-grade quality of free gift Degrade brand image

Public Relations → Meaningful and Effective

Figure 6.30: Sunlight’s photobooth and refill

station

via greater gender equality.'

Figure 6.31: “Men can too” poster

7 MARKETING PLAN

SITUATION ANALYSIS:

● Decline in market share since 2017 (Euromonitor 2020)

● The theme of eco-friendly products is predicted to be the next strategic

focus for consumer-goods' brands to win over their customers’ hearts

(Kantar Worldpanel 2020)

● 80% of consumers are willing to pay more for sustainable offerings

Business Objectives:

- To uplift 70% of sales on E-commerce sites: Shopee, Lazada, Sendo, Tiki at

the end of June 2021

- To increase 55% of sales compared to the previous year by the end of June

2021.

Communication Objectives:

- To create awareness of Sunlight’s New Eco-friendly Packaging among 70%

of the target customer until the end of June 2021

- To increase 60% of customers' positive attitude toward Sunlight at the end

of June 2021

RECOMMENDATIONS - Product

Introduce New Eco - Friendly Paper Packaging

to replace the Sunlight plastic bag packaging

Figure 7.2 : Mockup of New Sunlight Eco-friendly packaging

[COMBO MÔI TRƯỜNG] Nước rửa

chén Sunlight Khử mùi tanh chiết [COMBO MÔI TRƯỜNG] Nước

rửa chén Sunlight Chanh 100 Sạch nhanh Xả bọt

Figure 7.4 : Mock up of quantity discount

Figure 7.3 : Mock up of Sunlight

combo pricing

RECOMMENDATIONS - Price

Product bundle pricing Quantity Discount Promotional pricing

Figure 7.5 : Mock up of promotional pricing

RECOMMENDATIONS

Sales Promotion

Maturity stage

Advertising Public Relation

RECOMMENDATIONS - Advertising

Sunlight ra mắt bao bì bằng giấy 100% tái chế

Figure 7.7: Mock up paid media on Online Article

Paid PR Articles Suggested Online Newspaper sites:

Phụ Nữ Online, VN Express, AFamily, Ngoisao

RECOMMENDATIONS - Sales Promotion

Figure 7.8: Mock up of Free gift Figure 7.9: Mock up of Point of Purchase

Supermarkets:

Co.op mart, Big C, AEON, Lotte Mart, Bách Hoá Xanh

E-commerce:

Shopee, Lazada, Tiki, Sendo

Big Supermarkets:

Co.op mart, Big

C, AEON, Lotte Mart.

RECOMMENDATIONS - Sales Promotion

Figure 7.10: Mock up of Discount Figure 7.11: Mock up of Promotion

Discount

Promotion Code for purchases on

E-commerce

RECOMMENDATIONS - Public Relations

X

Figure 7.12 : Sunlight logo, Unilever n.d Figure 7.13 : Change logo, Change n.d

*

Thank you