Principles of marketing final report

Who have dyed their hair and feared that their hair color will quickly fade if they use regular shampoo, but specialized color-preserving products are quite expensive.. • About hair styl

BUSINESS ADMINISTRATION MAJOR

PRINCIPLES OF MARKETING FINAL REPORT

Instructors: Nguyễn Trần Cẩm Linh

Members:

1

WORK ASSIGNMENT TABLE

No Full name Student ID Mission Evaluate

1 Mai Thị Linh Chi (leader) 2254012031

- Target customer portrait

- Target customer portrait

100%

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

CHAPTER 1 OVERVIEW 4

1.1 About Unilever 4

1.2 About TRESemmé 4

1.2.1 Mission and vision 4

1.2.2 Core value 4

1.3 Marketing mix (4Ps) 5

1.3.1 Product 5

1.3.2 Price 5

1.3.3 Place 6

1.3.4 Promotion 6

CHAPTER 2 CURRENT SITUATION ANALYSIS 8

2.1 Market research 8

2.1.1 About the shampoo industry 8

2.1.2 Hair care research 8

2.2 Marketing environment 9

2.2.1 Micro environment 9

2.2.2 Macro environment 10

2.3 Competitors Analysis 12

2.3.1 Positioning map 12

2.3.2 Competitor overview 12

2.4 SWOT Analysis 14

CHAPTER 3 MARKETING PLAN 15

3.1 New marketing strategy 15

3.2 Target customer 15

3.2.1 Segmentation 15

3.2.2 Insight 16

3.2.3 Target customer 16

3.3 Detail plan 17

REFERENCES 19

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EXECUTIVE SUMMARY

TRESemmé is an American brand of hair

care products first launched by Godefroy

Manufacturing Company in 1947 in

Manhattan, New York City, New York,

United States The brand is named after

famous hair care expert Edna L Emme

NEW MARKETING STRATEGY:

+ Product: TRESemmé Revitalize Color

+ Big idea: BE WITH TRESEMMÉ - BE YOU

+ Key message: Helps women confidently show off their personal identity with

personality-filled hair color without worrying about damage or fading

+ Target customer: Women from 20 30 years old e in big cities to liv with middle and high income levels Who have dyed their hair and feared that their hair color will quickly fade if they use regular shampoo, but specialized color-preserving products are quite expensive Also, they are too busy to go to the hair salon to take care of their hair

+ Strategy: Create a memory for customers by create coverage through advertising on

social platforms and external advertising such as outdoor banners or LCD frames At the same time, create promotional programs that include sample products of the company's other product lines so that customers can increase their experience without having to spend a lot of purchasing costs

+ Objectives:

- Increase brand awareness by 10%

- Increased market share by 10%

- Increase revenue by 10%

CHAPTER 1 OVERVIEW

1.1 About Unilever

Unilever is a British multinational company that produces

a wide range of fast-moving consumer goods (FMCG) Founded

in 1929 through the merger of Lever Brothers and Margar

Tresemmenilever, Margar Tresemmenilever has grown into a

global giant with a presence in over 190 countries

1.2 About TRESemmé

TRESemmé is an American brand of hair care products first launched by Godefroy Manufacturing Company in 1947 in Manhattan, New York City, New York, United States The brand is named after famous hair care expert Edna L Emme

The TRESemmé product line was initially marketed only to hair salons The TRESemmé brand was acquired by Alberto-Culver in 1968, and then by Unilever in

2010 In addition, the brand has also accompanied on international catwalks such as Vietnam's Next Top Model, New York Fashion Week, Asia Next Top Model,etc

1.2.1 Mission and vision

With the vision “Bringing salon-standard professional hair care products to women

at home TRESemmé’s mission is to inspire all women to express their personal style, ”,

to champion them to be the most powerful they can be

1.2.2 Core value

TRESemmé still promotes the core values of its inspiring founder: independence, self-reliance, and most importantly, the confidence needed to move forward and face new challenges, like Edna

“When women lead the way, everyone benefits – TRESemmé believes that ” women should be equally represented at all levels of society

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1.3 Marketing mix (4Ps)

1.3.1 Product

a Product line:

+ Keratin Smooth: the product is supplemented with keratin and argan essential oil,

which prevents frizz and gives you smooth, radiant hair

+ Bond Repair: formulated with Peptides to help restore hair that is regularly exposed

to heat and chemicals, reduce breakage and make hair stronger

+ Platinum Strength: helps hair stay strong, sticky and shiny

+ Salon Detox: the product is specially formulated to deeply clean and replenish lost

nutrients for hair

+ Smooth and Shine: exclusively for damaged hair that requires a high nutrient content

to restore hair and prevent breakage caused by chemicals, temperature, and harmful environmental factors

+ Ultimate Repair: promotes the function of strengthening the hair's natural protective

barrier, preventing damage, reducing breakage, and stimulating hair growth

+ Color Revitalize: specifically for dyed hair, it aids in color retention and increases

hair color durability Furthermore, the product forms a natural hair protection barrier, aids in the fight against chemicals that cause dye-damaged hair, and replenishes moisture for healthy, soft hair

+ Moisture Rich: exclusively for dry and severely damaged hair

b Product type:

Shampoo, conditioner, conditioner, hair conditioner, heat protection spray, hair serum, gel, mousse, hair spray

1.3.2 Price

- Premium pricing strategy: TRESemmé offers a higher price than other shampoo

brands to position itself at a premium value

- Competitive pricing strategy: although the price is higher than other shampoo brands,

TRESemmé sets a more accessible price for customers who want quality hair care but

do not need to pay high fees like at hair salons

- Promotional pricing strategy: TRESemmé offers many discount promotions for

retailers to increase the number of retail customers and expand consumer reach

- Combo pric ing strategy: retailers for TRESemmé products offer combo prices for shampoo and conditioner pairs

1.3.3 Place

a Online channels:

+E – commerce:Shopee, Lazada, Tiki

+Omni channel: Unilever.com.vn

b Offline channels (Retailer):

+ Supermarket: BigC, Lotte Mart, Coopmart, Emart

+ Mini mart: Bach Hoa Xanh, Vinmart

+ Convenience store: Circle K, FamilyMart, Ministop, B’s mart, 7Eleven

+ Cosmetics store: Thegioiskinfood, Guardian, Beauty box, Hasaki

+ Drug store: Pharmacity

+ Hair salon

1.3.4 Promotion

TRESemmé, whose strength is taking advantage of social networks, has implemented a product seeding strategy through social posts about hair care tips along with sharing from beauty bloggers

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In addition, the brand also cooperates with KOLs/KOCs to promote products on social networks:

CHAPTER 2 CURRENT SITUATION ANALYSIS

2.1 Market research

2.1.1 About the shampoo industry

The increase in consumer awareness about the effects of shampoo on hair has led

to a significant growth in the shampoo market

According to statistics from Metric.vn, the revenue of the shampoo industry on commerce platforms in 2023 will increase sharply It can be seen that TRESemmé is growing strongly, being in the top 10 in both revenue and output

e-Brand statistics on the entire E-commerce platform (source: Metric.vn)

2.1.2 Hair care research

Changing lifestyles and high stress levels in today's younger generation have led

to an increase in hair problems such as hair loss, frizz and dandruff This issue has created interest and fueled demand for hair care products According to Daily Vanity

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magazine's 2022 beauty survey, 44% of survey respondents cited hair loss as their top concern, followed by dryness or damage and frizz

A hair study published by Dyson has the following notable results:

• About hair health:

+ 80% of participants in Vietnam said their hair is damaged with the biggest problems including breakage, dandruff and dryness

+ 98% of Vietnamese people participating in the survey are worried about scalp problems 61% of them have purchased specialized products or treatments to care for their scalp

+ Survey participants in Vietnam believe that the important factors for healthy hair are: 50% think that hair needs to be smooth, 34% needs to have less shedding and 31% needs to have healthy skin head

• About hair styling habits:

+ 57% of Vietnamese people tend to use hair styling products such as hair gum, gel, and hair spray

+ Vietnamese people often use hair care products to protect against the effects of high temperatures

Beauty trends are increasing, everyone wants to have a beautiful appearance, including hair Above all, hair dyeing and styling trends are also the most popular ways

to help women have beautiful hair, but too much heat and chemicals will weaken the hair quickly Therefore, the demand for hair products today not only stops at exfoliating dead skin or removing dandruff, reducing hair loss, but also nourishes strong and healthy hair, especially to be able to preserve dyed color TRESemmé, to meet the needs of customers, has launched many product lines for many hair types, but currently the most popular are the Keratin Smooth and Bond Repair lines

b Suppliers:

Working with suppliers of the following materials: keratin, aloe vera extract, Vitis Vinifera grape seed oil extract, argan oil from Morocco, natural ingredients including ginger and green tea

c Marketing intermediaries:

Cooperate with KOLs/KOCs/Influencers to promote products In addition, the brand also cooperate with some beauty industry websites to create search coverage on the internet

TRESemmé distributes products to retail and wholesale units such as minimart, supermarkets, convenience stores, pharmacies, E-commerce platforms, etc…

d Customers:

TRESemmé's target customers are women with a high interest in hair care In addition, the brand also focuses on busy people who do not have time to go to the hair salon for hair care In addition, hair salons are also one of TRESemmé's customers

Vietnam is the third most populous country in Southeast Asia (after Indonesia and the Philippines) and ranks 15th in the world

c Cultural environment:

Hair is considered a natural jewelry for women in our culture Hair is often associated with women's beauty and love (Clouds lose to water, snow hair gives way to skin color - Tale of Kieu) Because hair is beautiful and sacred, there is a custom of cutting hair and vowing to love each other forever (Rattan hair is divided into two by a golden knife, Swearing hair is dotted shoulder-length - Tale of Kieu) Marriage uses the phrase "Weaving hair together"

It can be seen that Vietnamese culture attaches great importance to the tradition of

"the tooth and the hair are the root of the human being" Therefore, TRESemmé, with its mission of bringing salon-quality healthy hair, has partly maintained this tradition

d Natural:

Using ingredients extracted from nature to support healthy hair At the same time, using natural ingredients brings more safety to customers than using conventional chemicals

e Technological:

TRESemmé makes good use of social networking platforms to promote products

on the market in today's increasingly technological age

f Political and legal:

Because it is a foreign company, creating a branch company to distribute products needs to comply with Vietnamese law issued for business companies

reaching markets all

over the world.It’s the

world’s best-selling

shampoo for men and

the No.1 anti-dandruff

shampoo brand in three

of Unilever

Dove is an American personal care brand owned by Unilever Corporation It was made in the United States in 1957 This is one of Unilever's key brands

Sunsilk is a brand of hair care products manufactured by Unilever, a multinational consumer goods corporation

empower men and

women to stand out

from the crowd and

show the world their

own unique

perspective

Help women around the world develop positive relationships

by changing their outlook on life, helping them love themselves more and realize their potential

To inspire, motivate and support girls to identify and pursue their dreams without hesitation from any standards or any prejudice imposed

on size and type

- For the packag about :

15.000 VND to 18.000

VND for one cable

Ranging from 109,000 VND to 168,500 VND depending on capacity

Ranges from 80.000 VND to 300.000 VND

Strengths

- Available in 5

different variations for

different hair types

- Is the only brand that

offers anti-dandruff

shampoo specifically

formulated for men

- Is the key brand at Unilever

- Dove's brand awareness in Vietnam

is almost absolute, especially in urban markets

- Known as a hair care expert

- Market leader in many countries

- Outstanding marketing activities based on traditional campaigns following brand purpose

Weakness

- Market share is low

even in the

anti-dandruff shampoo

segment

- Only dominating the

anti-dandruff shampoo

segment, there are no

variations for regular

2.4 SWOT Analysis

• Suitable for normal and dyed hair

• Uses natural ingredients that do not

harm hair

• Known as hair care expert

• Hasn't developed many product categories other than hair care like other brands in the same industry

• Limited market share due to fierce competition

• The trend of dyeing and styling hair

among young people is increasing,

which is leading to increased demand

for hair care products

• The green consumption trend of

customers is currently increasing

• Rumors about ingredients create consumer skepticism about using hair care products

• Price competition can reduce market share

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CHAPTER 3 MARKETING PLAN

3.1 New marketing strategy

The upcoming summer will be the right time to implement a new strategy People will tend to travel or hang out with friends more, so having a beautiful and outstanding appearance is indispensable for women In addition, the trend of hair dyeing is increasing, causing the need to maintain hair and maintain hair color at the same time

Therefore, the TRESemmé Revitalize Color product line, which is specialized for

dyed hair, will be the best product for this advertisement This product contains ingredients extracted from nature to help keep hair soft whether it is normal or dyed hair, and advanced color retention technology to help keep hair color lasting for at least 8 weeks

3.2 Target customer

3.2.1 Segmentation

Generation Z (1997 – 2012)

Generation Y/

Millenials (1981 – 1996)

Generation X (1965 – 1980)

High-income and Pension

Psychographic

Segmentation

-Frequently search and easily be attracted to products with affordable prices and diverse product lines

- Lessconsideration when using high priced products

as they tend to prioritize quality first

- Concerned with gray hair and hair thinning so these customers desire thick hair and tend to dye it black

Behavioral

Segmentation

- Frequently traveling and going out should be exposed to a lot of factors that are harmful to hair (sun, wind, rain )

- Take care of their appearance more than previous generations, hair is also a part

- Spending more time with family makes me quite busy, with very little time to go

to the hair salon

to beautify myself

- Pay little attention to appearance, tend

to look for products that help keep hair strong and healthy, somewhat favoring products that help keep hair dark for a long time

3.2.2 Insight

Black hair for women is a long-standing tradition, but as society becomes more and more modern, owning a beautiful hair color will make a woman stand out and be much more confident And a big problem that arises is that taking care of healthy hair after chemical treatment and maintaining long-term hair color is very difficult The time

to go to the hair salon is too little and the cost for one trip is not low

3.2.3 Target customer

TRESemmé positions the brand in a high-end position, so for the marketing plan for care products for dyed hair, the target customers will be with the following