(Tiểu luận) module principal marketingsanmashampoo for woman

SANMA offers a variety of hair care products that are sure to leave youwith soft, silky, healthy hair: ● Shampoo and conditioner combo for regular use is free of baddies like parabens an

TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN

VIỆN ĐÀO TẠO TIÊN TIẾN, CHẤT LƯỢNG CAO VÀ POHE

MODULE: PRINCIPAL MARKETING

Linh

11202128 Lương Quỳnh

Table of content

Part

1: Marketing’s environment 2

I Microenvironment 2

1 The company 2

2 Supplier 2

3 Marketing inter 2

4 Competitors 3

5 Public 4

II Macroenvironment 4

1 Demographic 4

2 Technology 5

3 Political and Social 5

III SWOT analysis 6

1 Strengths 6

2 Weaknesses 6

3 Oppotunities 7

4 Threats 7

Part 2: STP 8

I Market segmentation 8

1 Definition of market segmentation 8

2 Demographic segmentation 8

II Market targeting 10

1 Evaluating market segment 10

2 Differentiate marketing strategies 11

III Differentiation 12

IV Product positioning 13

Part 3: 4P for Marketing (Product, Price, Place, Promotion) 15

I Product 15

II Price 15

III Place 16

1 Basis for selecting distribution channels 16

2 Distribution strategy 16

3 Factors affecting the distribution channel system 17

IV Promotion 18

1 Promotion Mix 18

2 Promotion Strategies 19

ABOUT SANMA

SANMA Group, a leader manufacturer in natural and organic personalhair care products Our roots have been in health and wellness since 1980.The Company produces and markets creams, lotions, shampoos,conditioners, and other products for bath, skin, hair, body, and sun care.Our group shares leading positions in the segments and markets acrossthe globe with an annual revenue over two billion (USD) and employsover 3,087 employees It owns over 2,000 brands, including AlbaBotanica®, Avalon Organics®, Live Clean®, and so on

The desire to live healthier is universal That’s why we operate across theglobe to help bring healthier options to as many people as possible Great brands with a mission

Our brands are at the heart of everything we do We have curated aportfolio of unique better-for-you brands with the potential to help peoplelive better, drive impactful growth for our customers, and deliver returnsfor our shareholders

SANMA offers a variety of hair care products that are sure to leave youwith soft, silky, healthy hair:

● Shampoo and conditioner combo for regular use is free of baddies like

parabens and artificial dyes They are formulated with nourishingingredients that will effectively clean the scalp without stripping it off itsnatural oils

● Nourishing hair oil: nourishing oil can help boost scalp health, leading to

healthy hair growth

● Deep conditioning masks: A deep conditioning session once or twice a

week to meet hair’s hydration needs Look for fortifying ingredients thatcan strengthen your hair fibers from within, smooth out roughness andlock in moisture

● Lightweight hair serum: Using a lightweight serum every day keeps your

hair looking good and feeling soft, especially highly porous hair, curlyand wavy hair types, which tend to lose moisture faster

● Other products to suit customers’ varied hair conditions.

PART 1: Marketing’s environment

An example of how Finance affected Marketing In 2000, when there was

a financial crisis in SANMA The revenue at that time was not enough tohandle everything Thus, SANMA was short of budget to run a marketingcampaign SANMA was only able to get a promotion by poster, leaflets.Till 2010, the company has developed a lot, the revenue has gone up to

25 times compared to 10 years ago SANMA has been able to run a bigmarketing strategy Therefore, the company has chosen to use celebritiesendorsement For example, brand ambassadors of SANMA are AngelinaJolie, Shakira, Madonna, and Jisoo (a member of BLACKPINK)

2 Supplier

Today we are self-sufficient in herbs because SANMA's herbal barrackschain has a worldwide presence We don't have to worry aboutnegotiating the price or quality of the herbal inputs and avoid risingsupply costs which may force price increases that can harm SANMA’sssales volume

purchase a selection of products from SANMA stores by contacting theretailer area, on the other hand, they just need to contact one distributor inorder to sell products to a large number of clients.

Like suppliers , Marketing Intermediaries form an important component

of SANMA

4 Competitors

Till this very moment, the market share of shampoo brands hasundergone multiple changes Numbers of trustworthy researchers havepointed out our 2 biggest competitors depend on the level of interest:Dove and Pantene

As for Dove, the year of 2001 marks a bold step for its brand in the care field with 6 types of shampoo suitable for all hair characteristics:normal hair, oily hair, dry/fragile hair, color-treated hair, damaged hairand dandruff hair Dove entered the Vietnamese shampoo market as asponsored brand by Unilever Dove has already been successful in manyforeign countries Therefore, expanding and finding a place in theVietnamese market is not too difficult for this giant Dove’s marketingstrategy is simple but provides amazing performance The customerscontinue to familiarize with Dove hair-care products and it soon becamethe best-selling shampoo in 2002.Product diversification and marketexpansion have helped Dove grow by 30% Websites, TV advertisements

hair-or street signs of Dove provide health tips and compliments fhair-or thecustomers without mentioning about why you should use its product.Dove is following the criteria: to win customers’ hearts by improvingtheir value and providing them with useful information The second mostthreatening competitor to the SANMA brand is Pantene When enteringthe Vietnam market, Pantene has quite carefully prepared finance andmarket research and indeed, Pantone's hair care set with impressivepackaging design and improved formula has achieved a lot of success.Occupying quite a large market share is a serious competitor, not onlySANMA, but other shampoo products also can’t be ignored when theywant to develop in the Vietnamese market The television commercials ofthe Pantene shampoo are always clever, from using the sound of young,lively songs to the use of some famous film soundtracks Thesepromotions of Pantene really appeal to customers, especially youngwomen Pantene’s magazine advertisement also significantly links the

smoothness of the hair with the silk velvet Besides TV and newspaperadvertisements, Pantene also successfully applied non-mass media ads.The brand has sponsored many televisions game shows; the Pantene clubwith variety music nights across the country always attracts youngpeople It is the sponsorship of entertainment programs that havecontributed to its brand awareness of customers Thai Duong shampoo, in

a current situation, has difficulty in competing with these 3 giant brands

We do not have stunning packaging or design along with creativemarketing plans The advertising on TV or magazines are on old-fashioned platforms, which rarely get attention from the audiences.However, we have focused on our shampoo’s quality We are centering inthe anti-dandruff effectiveness and the incense of the shampoo

5 Publics

Public relations promotes goodwill and communication between thecompany and consumer Good public relations builds relationships withyour customers A company will be more profitable throughcommunication and relationships with customers Therefore, Publicrelations is a component of our marketing strategy

In the present and in the future, SANMA will sponsor hair care TVprograms, events, to create and bring our brand name to customers.Through that, we will raise customer awareness about SANMA shampoo

In addition, SANMA often opens workshops about hair care The purpose

of publicity is to encourage customers to make purchases and provide allthe necessary information about the product so that the customers canfind what they need, want and desire So holding a campaign, a workshopabout haircare is the way to impart information and benefits of ourshampoo to customers

II Macroenvironment

1 Demographic

Changes in demographic patterns like aging population, migration trendsand socio-economic variables have paramount importance forinternational business organizations like SANMA Studying thedemographic characteristics can help SANMA in choosing the right

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market segment/segments with high growth potential The business andmarketing strategies are also influenced by migration It is important forSANMA to understand the people’s general attitude towards migration as

it can influence firms’ ability to bring international managers to their hostcountry

3 Political and Social

The political situation in Vietnam is stable Stable politics is aprerequisite for economic growth, creating conditions for businesses todevelop, people to study, work and develop themselves

Vietnam's accession to the WTO creates favorable conditions foreconomic development: creating an equal business environment amongcountries, attracting foreign investment, creating opportunities to exportdomestic products…

The improvement of Vietnamese laws such as the Law on IntellectualProperty and the Law on Competition is applied by enterprises to helpprotect the business interests of enterprises and the interests of customers.The formula of SANMA shampoo is registered for patent protection atthe National Office of Intellectual Property: a mixture of essential oilscombined with natural herbs to help treat hair loss, dandruff and

itchiness, and make hair smooth and shiny The brand SANMA is alsoregistered for exclusive protection at the National Office of IntellectualProperty.

III SWOT analysis

1 Strengths

Unique Marketing strategy – One of the key takeaways of the marketing

strategy of SANMA is the fact that they brought in Hair care experts todesign each type of hair shampoos and each one of their shampoos isendorsed by a Global hair care expert Furthermore, the ads are designed

so that each hair care expert is

Known as the Hair Care expert – Naturally, because they have used aunique marketing strategy, they are known as the hair care experts acrossthe globe The word “Expert” carries a weight and therefore people reallylook forward to a positive experience when they wash their hair withSANMA Shampoo And more often than not, SANMA does notdisappoint

Use of Brand Ambassadors and Endorsers – Many top celebrities likeShakira, Madonna, and others have been the Brand ambassadors ofSANMA Currently, besides the brand ambassadors, SANMA has hairexperts as brand endorsers who use testimonial marketing to testify thatthe product is the best in the market Just like Dentists market colgate,Hair experts market SANMA

2 Weaknesses

Differentiation becoming difficult – Due to the numerous product linespresent from HUL, P&G, Godrej and other brands, the differentiation inthe Hair care segment is becoming difficult SANMA still owns its ownbecause of its co creation concept and due to owning the novelty of usingHair care experts But the novelty will soon wear off and it will be back

to square one of using brand ambassadors Thus, differentiation willbecome problematic again

Brand switching – There is high brand switching in the hair care segmenttherefore resulting in the cost of customer acquisition to remain higher.Because once you acquire a customer, the customer might quickly shift toanother brand Brand loyalty is dropping as differentiation is difficult.

3 Opportunities

Maintaining the brand image – This in itself can bring more sales becauseSANMA is in a fantastic position If it exists like this for a few moreyears to come, it can drive a lot of revenue for itself to make it a failureproof brand with deep pockets

Geographic expansion – As new countries keep growing and coming out

of poor economy zones, this creates new opportunities for brands whichwant to move from saturated economies to economies which aredeveloping This keeps the business in an ever growing stage Geographicexpansion is a sure shot way to keep your risks minimum

PART 2: STP

I Market segmentation

1 Definition of market segmentation

The process of dividing a market into distinct groups of buyers who havedifferent needs, characteristics or behaviors, and who might requireseparate marketing strategies or mixes is called market segmentation Byidentifying and specifying certain consumer groups, our company getsmore opportunities to develop a product or service that meets the needs ofthese groups

Market segment is a group of consumers who respond in a similar way to agiven set of marketing efforts

2 Demographic segmentation

Demographic segmentation divides the market into segments based onvariables such as age, life-cycle stage, gender, income, occupation,education, religion, ethnicity and generation One reason for segmentingcustomers by demographic is that consumer needs, wants and usage ratesoften vary closely with demographic variables Another is thatdemographic variables are easier to measure than most other types ofvariables

2.1 Age and life cycle

This is an important factor for market demographic segmentation becauseconsumers' needs and preferences differ in line with their ages Theadoption of natural hair shampoo is significantly higher among age groupslike millennials, and generation X, owing to a strong emphasis on self-grooming is one of the current trends According to the Asia Cosmeticsreport, in 2017, globally, close to 56% of millennials and Gen X activelybought natural beauty and grooming products owing to growingconsciousness regarding chemical-free products Moreover, close to 40%

of the change in the buying decision of the consumers has been infectedbecause of natural ingredient listing on the packaging Shifting consumerperception towards natural ingredient based products in the cosmetic andpersonal care domain is expected to boost demand for natural hair careproducts in the market Furthermore, the young population are consumersopen to new experiences in shopping with higher opportunity of making apurchase since herbal hair shampoo is a new product in the market

2.2 Gender

Brands are now targeting women more than men It's one of the oldeststereotypes, but it's also probably one of the most accurate: women love toshop In addition, women think about health, and they do more about it.Women are more likely than men to pay attention to a healthy product andhave a regular source of health care

This segment is expected to lead the market over the forecast period owing

to the growing preference for natural hair care products to confront hairrelated issues, such as dull hair, hair fall, hair coloring, damaged hair, andsplit ends Hair is considered to be one of the most precious body parts bywomen, which makes them buy hair care products with the utmostattention According to the NPD report 2018, 50% of American womenprefer natural products and are conscious about purchases when it comes toscalp and skin application

In virtually every society in the world, women have primary care-givingresponsibilities for both children and the elderly (and often, just abouteverybody else in-between) In this primary caregiving role, women findthemselves buying on behalf of everyone else in their lives For example in

a family, just because females do the shopping in general, other familymembers will use the product that she had already chosen and bought

2.3 Income

While many companies target their products for affluent consumers withluxury goods , we successfully target middle-income groups because thingsare “just right” for green consumption For the middle class, they haveenough money left to splurge on more expensive green products afterhaving taken care of their basic needs They don’t have the sameindividualist worldview as those in the upper class, and so are morecomfortable buying products that are affordable

At the same time, the fact that the middle class is the largest segment andthe main driver of consumption in most countries, and is expected toexplode over the next decade Moreover, in the harsh economic conditions