According to a report by Statista 2023, the personal care product market in Vietnam is expected to continue growing, thus analyzing and proposing product strategies will help Smilee bett
SMILEE VIỆT NAM
Mission
Smilee is dedicated to delivering comprehensive and effective oral care solutions that are convenient and safe for home use The brand not only strives to enhance customers' smiles but also empowers them to feel confident in pursuing life's opportunities.
Vision
Smilee aims to become the number one home oral healthcare brand in Southeast Asia, distinguished by innovation, quality, and customer satisfaction(Smilee, n.d.).
Core value of Smilee
− Quality: Committed to providing high-quality oral care products that are safe and effective
− Safety: Ensuring safety in every product with natural, gentle ingredients that protect the oral health of customers
− Affordable Prices: Offering competitive pricing that is suitable for the majority of consumers, making oral care more accessible
Customer satisfaction is our top priority, which is why we offer 24/7 consultation and support services to guarantee an exceptional experience Our comprehensive warranty policy includes a one-for-one exchange for any product issues, ensuring peace of mind for our customers.
PRODUCT LAYERS
1.4.1.Core Product: Home Oral Care Solutions: Smilee's products provide solutions that help consumers maintain optimal oral health and achieve a bright smile These products save time and costs associated with oral care
- Seemee Automatic Hair Curling Machine
Smilee offers a comprehensive warranty policy that guarantees customers can confidently use their products In the event of any issues, Smilee is committed to providing a one-for-one exchange, ensuring customer satisfaction and peace of mind.
Smilee offers round-the-clock customer support through hotline and email services, ensuring 100% customer satisfaction Our dedicated team prioritizes human interaction to provide personalized assistance, enhancing the overall customer experience.
− Support Website: The website provides detailed information about products, usage instructions, and instructional videos, helping customers easily access the necessary information
Smilee offers a one-for-one warranty service, guaranteeing prompt resolution of customer complaints within 3-5 days of notification, ensuring timely support and customer satisfaction.
− Review Community: A platform that allows customers to rate products, creating connections and trust within the consumer community.
Smilee's Product and Service Decisions
Product Attributes
Smilee is a top oral care brand offering safe and convenient teeth whitening solutions, including powders, gels, and toothbrushes Utilizing advanced whitening technology, Smilee effectively eliminates stains while safeguarding enamel, making it ideal for individuals with sensitive teeth The brand's commitment to natural ingredients and the absence of harsh chemicals ensure a gentle yet effective whitening experience Additionally, Smilee's compact and easy-to-use products make oral care simple and accessible.
Smilee offers effective and affordable teeth whitening solutions, designed for easy use at home and on the go With a commitment to environmental responsibility, their products feature eco-friendly, recyclable, or biodegradable packaging Endorsed by dental experts, Smilee aims to brighten smiles while catering to the needs of customers in Vietnam and surrounding markets.
Product Positioning
Smilee offers a complete personal care solution with an emphasis on oral health, catering to diverse customer needs Utilizing ultra-soft silicone materials, their products are perfect for sensitive skin and incorporate safe smart-charging technology along with full water resistance The brand appeals to health-conscious and beauty-oriented individuals seeking innovative, high-quality personal care items.
Branding and Packaging
Smilee offers a complete personal care solution with an emphasis on oral health, catering to diverse customer needs Their products are crafted from ultrasoft silicone, making them perfect for sensitive skin, and incorporate safe smart-charging technology along with full water resistance The brand appeals to health-conscious and beauty-oriented consumers seeking innovative, high-quality personal care products.
Smilee has built a reputable brand image centered around convenient, simple, safe, and effective at-home oral care solutions Committed to quality and innovation, Smilee's message emphasizes providing consumers with safe and effective oral care that enhances convenience By highlighting these essential attributes, Smilee empowers customers to confidently manage their oral health, enabling them to maintain a bright and healthy smile from the comfort of their homes.
COMPETITORS OF SMILEESMILEE
Competitive Position
Figure 2: Halio logo (source: halio.com)
Halio, a South Korean brand, has rapidly gained recognition in the health and beauty sector, particularly in Vietnam, where it is celebrated for its premium oral care and skincare products.
Halio offers a diverse range of personal care products, including electric toothbrushes, water flossers, and facial cleansing devices, effectively addressing the rising beauty demands of Vietnamese consumers Their products combine deep cleaning capabilities with modern, sophisticated designs that reflect current beauty trends As a key competitor to Smilee in the oral and personal care market, Halio targets consumers who prefer convenient at-home care solutions, making both brands significant players in this sector.
Table 1: Evaluation between Smilee and Halio (Market Research Insights, "Comparative Analysis of Oral Care
Brands: Smilee vs Halio," August 2024.)
Strong focus on oral care solutions with advanced features, such as handheld water flossers and electric toothbrushes
Deep understanding of the local market and development of products tailored for Southeast Asian consumers
Competitive pricing, suitable for cost-conscious consumers
The brand has high recognition and a diverse product range, including skincare devices
Premium brand awareness appeals to a wide range of consumers
Brand recognition is lower than Halio in some international markets
The product line is less diverse in the beauty and personal care segment compared to Halio
High prices may limit access for customers with a limited budget There may be less emphasis on local customer support services compared to Smilee.
Competitive Intelligence
Table 2: Competitive Intelligence (Source: smilee.vn, accessed October 2024.)
Smilee primarily collects information from customer feedback through online sales channels, social media, and
Halio typically uses broader market research, including international analysis, to capture premium trends This helps Halio understand and
Smilee aims to comprehend the preferences and trends of Vietnamese consumers, enabling the company to tailor its products for the local market This approach effectively addresses the demands of both high-income international and domestic customer segments.
Smilee specializes in oral care products, offering a range of items including teeth whitening kits, water flossers, and electric toothbrushes The brand targets younger and price-sensitive consumers, focusing on delivering high-quality products at affordable prices.
Halio provides a diverse range of products, extending beyond oral care to include skin and personal care lines With a focus on premium quality, the brand highlights advanced technology and safety, appealing to the upscale market and aligning with international trends.
Smilee employs a competitive pricing strategy, providing affordable products tailored for students and young consumers This approach facilitates market penetration, boosts competitiveness, and broadens its customer base.
Halio employs a high pricing strategy to attract high-income customers and appeal to the international market This premium pricing not only signifies superior product quality but also enhances the brand's image, effectively distinguishing Halio from competitors in the budget segment.
Smilee could focus on periodic promotional programs combined with personalized customer service
Offering specialized teeth whitening service packages or personalized
Halio should emphasize the advanced technology and diverse range of its products to enhance its premium brand image and appeal to international customers.
10 consultations could enhance perceived value and increase customer loyalty
Smilee concentrates on the domestic market, catering to mainstream consumers by offering moderately priced, specialized oral care products This strategic focus enables Smilee to address local needs effectively and build a strong presence within the domestic market.
Halio is a premium international brand that operates in Vietnam and various other markets, enabling it to attract high-end customers and strengthen its global brand image.
By leveraging insights from competitive data and customer feedback, Smilee can enhance its oral care products to better meet local preferences and needs Incorporating features such as rapid teeth whitening and a variety of flavors could significantly increase the attractiveness of Smilee's offerings.
Halio can utilize insights from global markets to improve its technology, enabling the development of innovative products with unique and advanced features This strategy will help Halio maintain a premium position and enhance its competitiveness in the high-end segment.
Positioning to Fill Market Gaps and Capitalize on Opportunities
Smilee has the potential to effectively compete with the premium brand Halio in Southeast Asia by positioning itself as a high-quality yet affordable alternative With 55% of consumers in the region prioritizing low prices, Smilee can attract price-sensitive customers seeking effective oral care solutions Additionally, by expanding its product range and providing competitive pricing, Smilee can appeal to the 63% of consumers interested in more options, further enhancing its market presence.
As a big region, Southeast Asia also poses its own challenges in terms of building a brand, which comes down to brand support and brand awareness at a local level
Personalization is crucial for 70% of consumers, highlighting a significant growth opportunity for businesses By providing local customer support and creating relevant oral health content, Smilee can enhance its brand image and foster customer loyalty.
• Phân tích SWOT của Smilee a.Internal and External Factors Affecting the Product
• Internal Factors: Include internal factors such as financial resources, production processes, product quality, human resources, and brand
• External Factors: These include factors from the external environment such as competitive markets, consumer trends, legal regulations, and changes in customer needs b.Analysis Smilee’s SWOT
Table 3: Smilee’s SWOT ( smilee.vn, "About Us," 2024.)
Smilee provides a wide variety of oral care products, such as teeth whitening kits, water flossers, and electric toothbrushes Additionally, Smilee is branching out into the hair care market with innovative offerings, including high-powered ionic hair dryers and automatic curling irons.
- Reasonably priced products suitable for the general market
- Strong customer outreach strategy on social media platforms, enhancing brand recognition
Limited product diversification outside of oral care, restricting opportunities to reach customers seeking other personal care items such as hair, skin, and body care products
Lack of international presence, limiting market share and influence outside of Vietnam
Growing demand for oral and personal care, especially among younger demographics focused on health and appearance
Potential to expand product lines to include other personal care items, such as skincare, body care, and cosmetics
Competition from high-end international brands like Halio with advanced technologies
Market shifts are influenced by changing consumer trends and the emergence of new substitute products c.Strategies for Smilee
To enhance brand visibility and meet diverse customer needs, Smile should expand its product portfolio beyond oral care to include skincare items like facial cleansers, cosmetics, and body care products Additionally, developing specialized product lines tailored to specific customer segments, such as children, the elderly, and men, will increase competitiveness in the market.
- Enhance Online Sales Channels: Investing e- e-commerce platforms such as
Shopee, and TikTok shop,… and developing the website to reach customers nationwide and internationally
- Enter International Markets: By knowing the insight of customers Smilee can adjust product design and packaging to suit the culture and preferences of consumers in other countries
Market segmentation
Customer segmentation
This demographic primarily consists of teenagers and young adults aged 18 to 30, who are frequently students or emerging professionals They are in search of healthcare products that cater to their family's needs while also aligning with their active lifestyles and beauty requirements.
This demographic, with an average income, is able to invest in personal care products while prioritizing budget-friendly choices They actively search for high-quality items that offer affordability, balancing their desire for effective products with financial considerations.
• Health-conscious consumers: Prefer natural, environmental-friendly, and safe for their health
• Tech-savvy consumers: Enjoy technologically advanced products with innovative features
• Fashion-forward consumers: Value compact, convenient, and stylish designs
• Price-sensitive: Tend to choose more economical products
• Quality-focused: Willing to pay more for high-quality products
• Brand-loyal: Loyal to specific brands and less sensitive to price
• Frequent users: Regularly use oral care products and show interest in premium options
• Infrequent users: Need encouragement to adopt better oral hygiene habits
• Bright white teeth: Interested in whitening products
• Sensitive teeth: Need gentle products that don’t irritate
• Gum health: Prioritize products that support gum health.
Dynamic market segments
The global oral hygiene market, valued at USD 47.20 billion in 2020, is projected to reach USD 67.17 billion by 2029, reflecting a compound annual growth rate (CAGR) of 5.90% (Exactitude Consultancy, 2023) This significant growth highlights an increasing health awareness among consumers, leading to a rising demand for natural, organic, and chemical-free oral care products.
Customers today demand products that go beyond basic functionality, seeking features like personalized care modes and teeth whitening capabilities As a result, many are transitioning from traditional toothbrushes to electric models equipped with six cleaning vibration modes and integrated whitening lights Additionally, innovative dental care tools, such as water flossers and teeth whitening pens, are gaining popularity among consumers.
In 2022, sales of water flossers in the US are projected to surge significantly, alongside the introduction of over 15,000 new toothpaste and whitening products to cater to the increasing consumer demand.
• Technological advancements are transforming how customers interact with products Smilee always adopts the latest technology to attract tech-savvy customers
• The growth of e-commerce and social media has created new opportunities to reach and engage with diverse customers, The revenue report for the keyword
Smilee teeth whitening on the e-commerce platform reached 1.5 billion VND
15 over 12 months, with a 15.4% decrease in the most recent quarter from July 2023 to June 2024 (source: Metric.vn)
• Price Changes: Economic shifts can impact consumer spending Smilee needs to monitor these changes to adjust pricing and promotional campaigns accordingly
• Competition from Other Brands: Competition in oral care is intensifying, not only from established brands but also from emerging local products Smilee must innovate and continuously improve its offerings
Today's consumers prioritize a seamless online shopping experience coupled with excellent customer service Recent statistics reveal that 61% of online shoppers make purchases via e-commerce platforms, while 55% utilize social networks like Facebook, Instagram, and Zalo, and 34% prefer dedicated e-commerce sales websites.
In the evolving ecommerce market, Smilee must improve its distribution channels and offer prompt, efficient customer service to retain customers and increase sales.
Identifying customer needs
4.3.1.Research on Customer Needs and Preferences
Based on the “Survey on Oral Care Product Usage Habits of Vietnamese Consumers,” several key insights have emerged regarding customer needs and preferences:
Source: Created by the author Figure 3: Survey on Customer Priority Factors When Choosing Oral Care Products
− Oral Health: From the survey 80% of Customers on oral health and self-care
The majority seek products that are highly effective, and safe, and help improve oral health, giving them a confident smile.
Students and young adults earning 5-10 million VND monthly prioritize convenience and ease of use in their personal care routines They seek effective products that save time, making items like electric toothbrushes and handheld water flossers highly popular among this demographic.
− Quick Results: Half of customers prefer at-home oral care products, avoiding frequent dental visits Products like whitening toothpaste or water flossers with quick, effective results appeal to them
Customers prioritize high-quality ingredients and product safety, particularly for items that affect oral health They seek technology-driven products that come with safety and efficacy certifications, making it essential for these products to be free from harmful chemicals Ensuring health safety is a crucial factor influencing their purchasing decisions.
Source: Created by the author
Figure 4: Survey on Willingness to Pay for Technology-Enhanced Oral Care Products
4.3.2 Identify Issues Customers Encounter in relation to the Product Portfolio
Source: Created by the author Figure 5: Survey on Customer Concerns When Purchasing Technology-Enhanced Oral Care Products
− Customers encounter several issues when it comes to oral and hair care, including:
Many customers struggle to find the right product due to the overwhelming number of options available in the market, making it challenging to select items that cater to their individual needs.
• The cost of high-quality oral and hair care products can be a barrier for some customers, particularly students or those with lower incomes
• Customers often need to spend significant time visiting dentists or searching for effective at-home solutions, leading to delays in maintaining oral health
Many customers often feel confused due to inadequate information on effectively using products or identifying which items cater to their specific needs, such as teeth whitening or hair care solutions.
• Customers may worry about using products that contain harmful chemicals or are not safe for health
Analysis of the Product Life Cycle of Brushie Water Flosser
Product Life Cycle of Brushie Water Flosser
In the introduction stage, the Brushie water flosser has significantly influenced the Vietnamese oral care market by addressing the increasing demand for effective and convenient oral hygiene solutions With projections indicating that the market will reach around USD 1.5 billion by 2024, this growth highlights a compound annual growth rate (CAGR) of 8.7%.
The Vietnam Oral Care Market is projected to experience significant growth from 2024 to 2028, according to Statista Brushie has strategically positioned itself within this expanding sector through targeted marketing that highlights its modern design, advanced technology, and effectiveness for at-home oral care Additionally, the brand has established a robust distribution network that includes both traditional retail outlets and popular online platforms such as Shopee and TikTok Shop, enhancing accessibility for a broader audience.
As the demand for at-home oral care rises, Brushie has experienced a notable increase in market interest, with recent surveys showing that about 45% of Vietnamese consumers now prefer water flossers over traditional floss for their effectiveness and convenience (Kantar, 2024) In response, Brushie is expanding its target audience to include younger, health-conscious consumers However, the growing popularity of water flossers has intensified competition, prompting Brushie to diversify its product offerings The company has successfully introduced promotional bundles that combine electric toothbrushes with complementary products like Smilee mouthwash and toothpaste, thereby enhancing its market appeal.
The revenue report for the Brushie water flosser reveals impressive sales of 9.9 billion VND over the past year, reflecting a growth rate of 3.8% in the most recent quarter (source: metre.vn) This data highlights the increasing consumer interest and support for Brushie, indicating that the product is currently in the Maturity Stage of its market lifecycle.
The competitive landscape for water flossers is intensifying, with various advanced products available in the market Retailers are offering Brushie at attractive prices between 500,000 VND and 1,000,000 VND, highlighting the growing price pressure Prominent brands like Flossie, Seemee, and The Brushies are establishing their market presence, showcasing the wide array of options accessible to consumers.
To sustain its competitive edge and prevent entering the Decline Stage, Smilee must prioritize ongoing research and development of its products, focusing on technological advancements and the evolving preferences of consumers By innovating new products, improving current features, and enhancing marketing strategies, Smilee can preserve its market share and potentially grow within the water flosser sector Furthermore, prioritizing customer care and establishing a robust brand identity are essential for fostering customer loyalty and drawing in new buyers.
In summary, the Brushie water flosser has effectively moved through the introduction and growth phases, now entering a maturity stage characterized by strong brand recognition and stable market presence Its success is largely attributed to its innovative design, strategic marketing, and attentiveness to consumer demands To maintain and improve its market position, Brushie should focus on ongoing innovation and stay responsive to changing market trends.
Future Strategies for Brushie Water Flosser
As Brushie reaches the maturity stage, strategic initiatives are essential for sustaining and enhancing sales while ensuring long-term profitability
To drive market expansion, Brushie should collaborate with dental professionals to create bundled service offerings that include their water flosser Research indicates that 72% of Vietnamese consumers place trust in recommendations from dental experts Furthermore, increasing distribution through specialized healthcare retail stores can boost product visibility Launching limited edition items or promotional campaigns will also attract consumer interest.
20 bundles, particularly those targeted at specific consumer segments like braces wearers, can create urgency and increase sales
Innovation is essential for Brushie's future success, which could include adding specialized cleaning modes, mobile app integration, and artificial intelligence to improve user experience Updating product design and offering a wider variety of colors and patterns will appeal to diverse consumer preferences Additionally, creating complementary accessories such as travel cases and replacement heads, along with expanding into related products like toothpaste and mouthwash under the Brushie brand, can strengthen its position in the oral care market.
Brushie should focus on effectively communicating the new features and benefits of its products through targeted marketing strategies Adjusting pricing to cater to various consumer segments will enhance accessibility Expanding distribution to convenience stores, supermarkets, and strengthening e-commerce presence will further improve product availability Increased advertising on social media, television, and in newspapers will elevate brand awareness Engaging content marketing that offers valuable oral care tips and organizing product experience events will create direct engagement opportunities with consumers Additionally, attractive promotional campaigns will be essential in attracting new customers.
Improvements to the Brushie Pro Water Flosser
Identified Customer Pain Points for Brushie Pro Water Flosser
6.1 Identified Customer Pain Points for Brushie Pro Water Flosser
Figure 1 Sales of Official Brushie Products Over 12 Months from July 2023 to June 2024 (source: Metric.vn) :
From November 2023 to June 2024, Brushie experienced significant business success, highlighted by a peak revenue of 1.9 billion VND in November and sales of 3.3 thousand units By June 2024, revenue had increased to 990.6 million VND, showcasing a 20.5% growth from the previous month and indicating a positive market trend Overall, Brushie achieved a remarkable 22.0% revenue growth over the past six months compared to the prior period, demonstrating stable demand and strong customer preference.
Brushie’s recent growth suggests it may be nearing maturity and risks entering a decline phase without continued innovation To ensure sustained profitability, a customer satisfaction survey was conducted, revealing valuable insights Based on this feedback, we have proposed several improvement solutions aimed at enhancing product quality, aligning more closely with customer needs, and fostering long-term profitability for the company.
Source: Created by the author Figure 6: Survey on Customer Satisfaction with the Brushie Pro Water Flosser
Source: Created by the author Figure 7: Survey on Customer Satisfaction with the Water Pressure of the Brushie Pro Water Flosser
The 180ml water tank capacity is insufficient for home use, especially for users who prioritize a thorough clean This limitation requires frequent refills during operation, which disrupts the overall experience and convenience for customers.
Customers with sensitive gums often struggle with water spray modes that do not meet their comfort needs, leading to dissatisfaction with the product's overall performance.
Many customers struggle with selecting the appropriate mode for their water flosser, as they need to manually adjust their preferences each time they use the device This difficulty in mode selection and device location can lead to frustration and a less satisfying user experience.
23 struggle to locate the device when it is misplaced This can lead to frustration and an inefficient user experience.
Proposal for Improvement Ideas
To address the above issues, we propose the following solutions
The first solution is to integrate two easily detachable replacement tanks for the water flosser:
• A compact 250ml tank suitable for travel, providing convenience for users on the go
• A 350ml tank designed for daily use at home
Source: Created by the author
Figure 8: Simulation of Replacement Tanks for the Water Flosser
The second solution is mode selection for different dental conditions
The water flosser features four modes designed to cater to various dental conditions, each represented by an icon indicating the specific dental need:
• Normal Teeth Mode: Utilizes moderate water pressure, making it ideal for daily cleaning routines
• Sensitive Teeth Mode: Provides gentle water pressure, specifically designed for individuals with sensitive gums
• Braces Mode: Employs a pulsating water jet to effectively clean between teeth and remove stubborn plaque, particularly beneficial for users with braces
• Cavity-Prone Teeth Mode: Delivers strong water pressure, effective for cleaning deep cavities and removing stubborn food particles
Source: Created by the author
The third solutionproposed SMILEE APP features:
Our team is developing an application for Smilee that will enhance the customer experience in several key ways:
The Smilee app delivers a smooth and tailored user experience, enabling customers to effortlessly browse and purchase products directly within the app With 24/7 customer support readily available, users can receive assistance for any questions or concerns Additionally, the app provides the flexibility to customize water flosser settings to suit individual preferences.
Bluetooth connectivity simplifies device management and usage tracking, while the app keeps users updated on promotions, discounts, and new product launches It also offers educational resources on oral care and the latest dental health trends, empowering users to make informed decisions and enhance their oral hygiene routines.
Source: Created by the author
Source: Created by the author
Figure 12: The device interface Demo Figure 13: The main interface Demo
Pricing strategies
To boost competitiveness and draw customers in the oral care market, Smilee can adopt strategic pricing methods for its Brushie Pro water flosser line These strategies are designed to enhance perceived value while maintaining sustainable revenue.
Smilee can implement a tiered pricing strategy for the Brushie Pro, offering an affordable entry-level version to attract a broader audience, including students and recent graduates In contrast, a premium version with advanced features such as a larger tank, multiple cleaning modes, and Bluetooth connectivity can target affluent customers who prioritize technology in their personal care This strategy aligns with research indicating that 62% of consumers are willing to pay more for premium features, thereby expanding Smilee's market reach.
To maximize profits from early adopters of new features like Bluetooth connectivity and customizable modes, Smilee could implement a price skimming strategy by initially setting a high price This approach enables the company to quickly recoup its development costs while catering to consumers eager for the latest technology.
The Brushie Pro aims to quickly recover its development costs and achieve substantial early profits As it builds its reputation and gains market share, Smilee plans to gradually reduce the price, making high-quality oral care products more accessible to budget-conscious consumers This strategy not only maximizes revenue potential but also attracts a broader audience seeking affordable quality in oral care.
Smilee should leverage promotional pricing during holidays and major shopping events on e-commerce platforms such as Shopee and Lazada By offering 10-20% discounts on the Brushie Pro when bundled with replacement brush heads, Smilee can create urgency and drive purchases Additionally, introducing special gift bundles during specific timeframes can further incentivize customers to buy more Research shows that promotional pricing can enhance short-term sales by up to 30%, making it a powerful strategy for increasing revenue during peak shopping periods.
To stay competitive with brands like Halio, Smilee should implement a competitive pricing strategy for the Brushie Pro that highlights both value and quality It's essential for customers to recognize that Smilee offers features and effectiveness on par with higher-priced international brands, as approximately 58% of consumers weigh price against quality in their purchasing decisions Positioning the Brushie Pro as an affordable yet high-quality choice is vital Moreover, introducing a robust warranty policy, such as a 1-for-1 exchange, can boost consumer confidence and stimulate purchases.
To enhance perceived value and drive larger purchases, Smilee should implement bundle pricing for the Brushie Pro with complementary products A promotional package featuring the Brushie Pro, a larger tank, and a set of replacement brush heads at a discounted rate offers customers a complete oral care solution Studies indicate that bundled offers can boost order value by 20-25%, benefiting both customer satisfaction and Smilee's sales growth.
Marketing and communication tactics
6.4.1.Leveraging Social Media and KOLs (Digital Marketing)
Smilee can capitalize on popular social media platforms like Facebook, Instagram, and TikTok to engage younger audiences Each platform serves distinct marketing purposes:
Smilee should prioritize creating captivating visual content and videos for Facebook and Instagram that showcase the Brushie Pro's key features, including its cleaning effectiveness, stylish design, and Bluetooth functionality By leveraging targeted advertising on these platforms, Smilee can effectively reach specific demographics interested in personal care, as research indicates that targeted social media ads can enhance engagement rates by as much as 50%.
Partnering with TikTok influencers can greatly enhance visibility due to the platform's popularity among younger audiences Engaging initiatives like a "Brushie Challenge" or before-and-after cleaning demonstrations can effectively showcase the product's convenience and effectiveness This approach resonates with 62% of consumers who prefer genuine, influencer-driven recommendations, making it a valuable strategy for brands.
6.4.2.Online and Offline Experience Marketing Campaigns
To enhance authenticity and foster trust, Smilee can host product experience events in shopping malls, supermarkets, and health fairs, allowing consumers to test the Brushie Pro firsthand
Collaborating with retail partners to establish kiosks manned by knowledgeable consultants allows for direct product demonstrations and personalized guidance, enhancing the overall brand experience Studies show that this kind of direct engagement can boost conversion rates by up to 30%.
• Online Experience: Smilee can also leverage livestreaming on platforms like
Shopee Live and TikTok Shop are set to showcase product introductions along with exclusive offers, enhancing user engagement through interactive segments These segments allow viewers to ask questions and receive valuable tips, fostering a sense of familiarity with the products This approach is crucial, as 70% of consumers favor interactive shopping experiences.
6.4.3 Seasonal Promotions and Membership Offers
Implementing seasonal promotions and membership programs can help drive sales and cultivate long-term customer loyalty:
• Seasonal Promotions: During major holidays such as Tết Nguyên Đán and
During Black Friday, Smilee is providing exclusive discounts of 15-20% and complimentary gifts, such as replacement brush heads with the purchase of Brushie Pro These limited-time promotions create a sense of urgency that encourages consumers to make immediate buying decisions, ultimately boosting sales.
Introducing a membership program that allows customers to earn points on their purchases can significantly boost customer retention for Smilee Research indicates that loyalty programs can lead to a 25% increase in repeat purchases, making this strategy highly beneficial Additionally, utilizing both traditional and digital advertising channels will further enhance brand visibility and engagement.
Adopting a multi-channel advertising strategy will allow Smilee to reach diverse customer segments:
Advertising through popular television channels and health and beauty magazines is an effective strategy to reach middle-aged customers, who account for approximately 45% of the oral care market This demographic tends to rely on expert recommendations and traditional media when making purchase decisions, emphasizing the importance of informed choices.
Investing in Google Ads and YouTube Ads focused on oral care keywords can significantly boost visibility for Smilee's products By crafting concise ad content that highlights Brushie Pro’s key benefits, such as enhanced oral health protection and convenience, and incorporating compelling calls to action, urgency can be created Effectively designed digital ads have the potential to increase click-through rates by 35%, driving more traffic to Smilee’s offerings.
Target market expansion or refinement
Smilee has substantial opportunities to expand its Brushie Pro product line in Southeast Asian markets like Thailand, Malaysia, and the Philippines, where the demand for personal care products is increasing To successfully penetrate these markets, Smilee should implement targeted strategies.
Thorough market research is essential for understanding consumer preferences, as it reveals varying priorities based on regional differences For instance, in Thailand, consumers often favor compact designs that suit smaller living spaces, whereas those in more developed countries tend to seek advanced technological features in their products.
Research shows that localized products can increase market acceptance by up to 40%, making this a vital step in the expansion process
Collaborating with local supermarkets and personal care chains can significantly improve the accessibility and visibility of the Brushie Pro Establishing a presence in reputable retail outlets not only enhances brand recognition but also aligns with consumer preferences, as research shows that 67% of shoppers prefer to buy personal care products from trusted local stores.
6.5.2.Targeting Children and the Elderly
Expanding the Brushie Pro product line to include options for children and the elderly can capture additional market segments, ensuring a broader customer base:
Smilee can broaden its Brushie Pro product line by targeting children and the elderly For children, the brand should create colorful, easy-to-use water flossers that encourage good oral hygiene habits early on For seniors, Smilee can provide water flossers with adjustable water pressure and deep-cleaning features tailored for sensitive gums Furthermore, implementing specialized customer care programs and instructional videos can significantly improve the user experience for elderly customers.
Smilee can attract tech-savvy customers by highlighting the Bluetooth functionality and app control of Brushie Pro Additionally, enhancing the app with customizable features like usage history tracking, reminders for brush head replacements, and recording oral care results can further engage users and improve their experience.
Potential partnerships or collaborations
6.6.1.Collaboration with Dental Chains and Clinics
Forming partnerships with dental chains and clinics can significantly enhance the credibility of the Brushie Pro, reassuring customers about the product's safety and effectiveness Here are some collaborative strategies:
Smilee can enhance at-home oral care by offering service packages that include the Brushie Pro, targeting customers at partner clinics during dental check-ups By providing promotional offers on the product, Smilee can leverage research showing that bundled offerings can increase sales by up to 25%, creating a win-win situation for both the clinics and Smilee.
Partnering with dental clinics to sponsor oral health consultation sessions enables dentists to endorse the Brushie Pro as a reliable home oral care solution Research indicates that 70% of consumers place their trust in recommendations from dental professionals.
31 healthcare professionals, so having dentists endorse the product can lead to increased consumer confidence and higher sales
6.6.2.Partnerships with E-commerce Platforms and Payment Solutions
To broaden distribution channels and enhance the shopping experience, Smilee should consider collaborations with major e-commerce platforms and digital payment solutions:
• E-commerce: Establishing exclusive sales promotions on platforms like
Shopee and Lazada can significantly boost visibility and sales for Brushie Pro by prominently featuring it during major shopping events through collaborative promotional campaigns With e-commerce sales in Southeast Asia expected to grow by 30% annually, these strategic partnerships can effectively tap into the thriving market.
• Payment Solutions: Partnering with payment applications like Momo and
ZaloPay enhances the purchasing experience by providing convenient payment options, which is crucial as 54% of consumers favor digital wallets for transactions Implementing easy payment methods can significantly lower cart abandonment rates by as much as 40% By improving accessibility in the purchasing process, Smilee can motivate more consumers to finalize their transactions, leading to increased sales.
Unique selling point of Brushie handheld water flosser
The Brushie Pro water flosser offers a range of benefits to enhance oral hygiene
The Brushie Pro features two interchangeable water tanks—a compact 180ml tank for portability and a larger 300ml tank for daily use It offers multiple cleaning modes, including Normal Teeth, Sensitive Teeth, Braces, and Cavity-Prone Teeth, addressing various oral care needs Additionally, the device integrates with a mobile app, allowing users to track usage history, adjust settings, and locate the device via Bluetooth, enhancing convenience and overall user experience.
To achieve success with the Brushie Pro water flosser, Smilee must adopt a customer-centric approach in its product development By utilizing surveys, interviews, and focus groups, the brand can gather essential insights into consumer needs and preferences.
32 preferences After the product's release, actively seeking feedback from consumers will enable Smilee to make necessary adjustments and optimizations, ultimately enhancing the product's performance and user satisfaction.Global Perspective
To achieve global success, the Brushie Pro water flosser must cater to both domestic and international markets by offering color variants and features that appeal to diverse consumer preferences By utilizing international e-commerce platforms and collaborating with local distributors, Smilee can effectively broaden its reach and deliver the product to customers around the world.
To enhance brand visibility, Smilee must perform comprehensive market research to identify trends and evaluate competitor products By testing prototypes with focus groups, the brand can gain valuable insights to improve product design and features A strategic launch plan that includes social media promotions, collaborations with key opinion leaders (KOLs), and experiential events will significantly increase brand awareness, while a multi-channel marketing approach will further amplify its reach.
Giới thiệu về chúng tôi Smilee.vn Truy cập từ https://smilee.vn)
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1.4.1.Core Product:Home Oral Care Solutions: Smilee's products provide solutions that help 5 consumers maintain optimal oral health and achieve a bright smile These products save time and costs associated with oral care 5
CHAPTER 2 Smilee's Product and Service Decisions 5
3.1.1.Competitive Position 7 a.Identifying Competitors: 7 b Evaluation between Smilee and Halio 7
3.1.3.Positioning to Fill Market Gaps and Capitalize on Opportunities 10 b.Analysis Smilee’s SWOT 11 c.Strategies for Smilee 12
4.3.1.Research on Customer Needs and Preferences 15
4.3.2 Identify Issues Customers Encounter in relation to the Product
CHAPTER 5 Analysis of the Product Life Cycle of Brushie Water Flosser 18
5.1 Product Life Cycle of Brushie Water Flosser 18
5.2 Future Strategies for Brushie Water Flosser 19
CHAPTER 6 Improvements to the Brushie Pro Water Flosser 21
6.1 Identified Customer Pain Points for Brushie Pro Water Flosser 21