Marketing is a process of making a plan and implement policy product, price, distribution, promotion and support of business goods, ideas or services to conduct exchange activities to sa
Trang 11 Marketing
1.1 Marketing concept?
Marketing is a process of making a plan and implement policy product, price, distribution, promotion and support of business goods, ideas or services to conduct exchange activities to satisfy the purpose of the organization and the
individual (American Marketing Association -1985)
Marketing is the activity aimed at satisfying customer needs and their wants
through exchange processes interact (Kotler 1980)
Marketing is the science of the entire business activities from production to
consumption, it needs based on market fluctuations or otherwise is taken to market orientation ( Ansoff Marketing Research Professionals-UN)
1.2 Nature of Marketing in the 21 st century
Nature marketing bases on core concepts: needs, wants and requirements, product cost, value and satisfaction, exchange, trade, relationships and market demand: the lack of a state satisfying basic (food, clothing, shelter housing, safety,
Marketing focuses on satisfying the needs of customers by focusing on understanding the market and focus on the customer The first company to pay attention to the needs of potential customers then go on to produce commercial products or services created Theory and practice of marketing is based on the
Trang 2customer use a product or a service that is only when they have a need or because such products / services that bring tangible benefits to them Two key aspects of marketing are to find new customers, keep close contact with existing clients
2 Analysis of consumer demand, consumer behavior of customers for P/S toothpaste products.
Trading in mechanism market is increasing difficult place due to the fierce and fiercely competitive market Product increasingly diverse categories, and there are countless quality goods ready to replace it Therefore, consumers increasingly have more difficulty in choosing products The business wants to survive and have profit is
no other way to satisfy the needs and desires of the consumers in the best way, superior than the competitors To be able to understand what customers need in business is a process of understanding the market and proposed marketing policies to meet the needs of consumers
2.1 The concept of consumer behavior and behavioral patterns of consumers.
Consumer behavior is all actions that reveal consumers in the process of investigation, procurement and use and evaluation of goods and services to satisfy their needs It can be considered that consumer behavior being the way consumers will take to put the decision of their property (money, time, effort ) which is related to the purchase and use of goods services to meet individual needs
Trang 3In the first phase, the marketers could understand consumers through daily sales experience But the growth in size of the company and the market has made many marketing managers which are not qualified to direct contact with customers again They have to research customer to answer questions such as: which group of customers need your products? What are the products they need? When do they want
to participate in the procurement?
It is able to consider factors affecting purchasing decisions of consumers through the following model:
Marketing
stimuli Other stimuli
Buyer’s Characteristics
Buyer’s decision process
Buyer’s decision Product Economic Cultural Problemrecognition Productchoice Price Technological → Social Information
search → Brandchoice
Place Political Personal Evaluationof
alternatives
Dealer choice
Promotion Cultural Psychological Purchasedecision Purchasetiming
Post-purchase behavior
Purchase amount
To understand the needs and behavior of consumers clearly, we are going to learn a particular product; that is P/S toothpaste
2.2 Analyzing needs and behavior of P/S toothpaste consumers.
P/S toothpaste is a product of Unilever and it has been appeared very popular in Vietnam market The P/S product's current can be listed as:
P/S Salt 120g Helps prevent cavities and gum disease.
P/S Green Tea Extract
& Chamomile
100g, 200g
Green Tea Extract & Chamomile help prevent heat mouth, prevent cavities
Trang 4P/S Lemon Extract
110g
Lemon Extract and Vitamin help strong teeth and fresh breath
P/S Complete 8
Actions 70g, 150g
Bring 8 ways to help optimal protection and comprehensive dental care
P/S Exceptional
cavities
45g, 120g, 200g, 250g
Add 50% Calcium helps prevent tooth decay excel
P/S Green core 160g The unique formula mouthwash for healthy
teeth and fresh breath
P/S White No 100g
Breakthrough with unique blue foam, it helps to have whiter teeth after just 1 brushing time
P/S Good baby 35g The formula contains calcium and fluoride
for baby a strong and healthy teeth
P/S Kids Cao Cấp35g
The unique formula contains Vitamin E to help protect gums And calcium fluoride helps prevent tooth decay and tooth enamel strong
P/S Sensitive expert
Breakthrough Technology from UK for sensitive teeth help to build strong teeth and reduce sensitivity
About analysis problem and researching market, Unilever Vietnam has implementated carefuly and thoughtfuly way right from the start of operations in Vietnam Because partnerships are referred to incorrect results and reality, it will inevitably lose lots of business From the practical to the rapid population growth, the growth rate, economic growth is always positive to see Vietnam to be a country which can potentially large market with abundant young manpower, resources ample to mention is that "limestone" for toothpaste production
According to the American psychologist named Abraham Maslow, people have different demand levels Demand is the lack of something that people can feel Demands of people are very rich and diverse; however Maslow had divided human's demand in five main groups, it decentralized hierarchy from low to high
Trang 5In the pyramid of human demand, biological demand is in the lowest position and it is the demand that people always try to satisfy first Because it is the demand to maintain the body's natural existence consists of the elements: food, shelter, clothing, rest Next levels are safety demand and affiliate demand, emotion demand, the love between human being and human being The higher level is the need to be respected
or admitted talent, ability and knowledge of an individual Highest level in the demand pyramid of Maslow is demand for self-improvement and personal development capabilities When a need is met, other needs will appear As a result, people always have unmet demand and this demand promote people to perform certain tasks in order to satisfy Unilever has researched the consumer needs through Maslow's model and apply the strategies in their products If the products' superior cavities", "P/S Salt " hit the psychological factors people need to protect their own health (biological needs), then the product as "P/S White No", "P/S Lemon" to hit the human psyche needs to be respected, to be self-improvement
The oral health care for every member of the family is one of the necessities to care for and protect the health of the whole family The problem here is that company must understand Unilever Vietnam: who is customers? What is consumers' demanding
in P/S toothpaste products? What do customers buy products for their company's product without competition? When do they buy? Where will they purchase? With the advantage of a well-known multinational company in the scope of supply of fast moving consumer goods, so when entering the Vietnam market, Unilever Vietnam has
Biology demand Demand for being safe Affiliate demand Demand for being respected Demand for self-improvement
Trang 6mapped out and implemented marketing strategies to meet essential requirements of all Vietnamese people
With advanced culture imbued with national identity, the old adage is "teeth, hair are true beauty of human" which is viewed as standard to represent the writer's ego by the Vietnamese people This shows the necessity and beauty needs more attention and gets people to focus on The demand for white teeth, strong to create confidence in terms of human relations and forms of communication are to be focused
on people
Who is customer?
Toothpaste products are essential commodity of every family to protect dental health for the whole family, there is no distinction customers Clients are children, pupils, students, working people, middle-aged people But customers in the different social classes, the demand for such products are also different: For those in the upper class, they use good quality products with a high price in order to express themselves and their new concept that is "class" For example: P/S Toothpaste Products, High-End P/S Complete 8 ActionS, P/S White No, P/S Sensitive Expert For those in the middle class, ordinary, they use good quality products but suit themselves, they can accept or consider buying, but buy discount timing They choose the product that suits them and fit their pocket
What is consumers' demanding in P/S toothpaste products?
+ Product is diversity, rich in variety and good quality:
Each region has custom, private dining tastes North has distributions in four distinct seasons: spring, summer, autumn and winter, each season of the North eat sour foods, hot and cold and can make each one different oral diseases There are two seasons in the South: rainy and dry seasons (not winter), so there is characterized by eating very spicy and sweet taste of sugar The Middle has mountain terrain, it is near the beach, long narrow and steep with hot dry weather patterns due to Laos wind, low rainfall, but the food tastes like the South is like eating spicy and sweet Therefore the northern susceptible to dental diseases such as multiple heat mouth, tooth decay, tooth enamel damage, gum disease, dull teeth, sensitive teeth The south and Middle have majority of the patients with multiple oral temperature , tooth decay, gum disease,
Trang 7tooth sensitivity eating spicy food hot, cold food and sweets It is the cultural characteristics of each region to create 3 regions: North, Central and South with consumer preferences toothpaste products different If you want to exploit this potential market, the company must make toothpaste products rich in species diversity and people can choose the product that suits them
+ Eye-catching packaging designs: Interests of consumers are diverse and abundant, well-suited to the rich types of products of the company Products P/S toothpaste wants consumers to pay attention, it does not only improve product quality but also to reform the product packaging design effects stimulate weak consumer market For example, for products toothpaste P/S Lemon is the dominant color is the color of fresh lemon, P / S, Green Tea is green tea leaves make an impression for users and also easily recognizable the use of the product
+ Reasonable price: It is not only the best quality, beautiful design but also costs cheaper If a product is outstanding quality costs, it is only affluent people buying new That puts the company's research mission's reasonable price to meet the needs of every customer
+ Product weight: Vietnamese has traditionally lived in a family for generations,
so they may need to use large amounts of toothpaste The few people who live alone
so far must go to work, study, travel they have had the need to use small volume products Demand for the product of different objects should demand toothpaste volume also different
When do they buy?
In the present time, every citizen's life is raise, the demand for dietary needs are very high On birthdays, public holidays, special events, they organize a party or slobbering Without dental care, the food, the drinks containing sugar, coffee and tobacco are made gold teeth, tooth enamel damage, decay The living conditions of the people as they raise more attention to oral care The market has more and more vendors' toothpaste contributed to raising awareness of the people about dental health They buy the products when their toothpaste products is run out of or toothpaste products which they are using are no longer appropriate, they need to buy new
Trang 8products When they need to find the right product to buy themselves or family, they are required to conduct information search and product comparison to the other to find
a product that suits them On the other hand, Vietnamese people tend to be interested
in buying discount goods or products supplied They buy a product which is together with promotion, it is not because of cheaper products that fit the needs or use that because they love and want to receive promotional product attached it Therefore, companies increase to do marketing and introduce new products with advertising, leaflets, propaganda, and trial donate, donate brush with
Where do they buy?
Consumers often buy at the retail and wholesale dealers, supermarkets For products to consumers; the company should have a reasonable distribution policy With the status, high social class, they always select supermarkets and stores to buy cosmetics Simply because they feel that the products sold there have good quality and the right price Furthermore, these places have the counselor who can answer their questions when looking for a new product For those who have low incomes, they choose to buy at dealers or traders, because they understood the price from the manufacturer to the consumer through many intermediate steps and pushed up prices They prefer to buy products cheaper and the quality is no different in the supermarket
3 Viral Marketing
3.1 Viral Marketing concept
The term viral marketing is professor Jeffrey F Rayport at Harvard Business School (USA) mentioned in the article The Virus of Marketing (Advertising type virus) Fast Company magazine in 12/1996 The term was later popularized more by Tim Draper and Steve Jurvetson, Draper Fisher founder Jurvetson, in 1997
Trang 9Viral marketing describes tactics to encourage viral marketing content to others Messages conveyance can be a video clip, funny stories, flash game, ebook, software, photographs, or simply a text The researchers found that on average more than 10 people have intimate relations, 150 relations social and 500-1500 other ties loose So economists assess viral marketing as a new solution for the marketing industry before the popularity of YouTube and video sharing movement online as well as Facebook and Pinterest, Twitter for news and photos
3.2 Nature of Viral Marketing
Viral Marketing use spread of Viral content combined with optimized transmission channels for the purpose of marketing to convey messages to target customers
Heart of viral messages located in content marketing The audience does not share your brand even they like it They share their favorite content message they feel and expect other people feel the same message immediately They do not help share the message They share their sense of their own feel - which is the reason of spread
Like how the spread of a virus This form of advertising starting from a hypothetical customer always tells others about products or services that your customers feel when using Viral marketing describes a strategy to encourage the personal spread of content marketing, advertising to others, creating a potentially exponential growth in the spread and impact of the message as the virus
Trang 10Such campaign take advantage of fast replication to make a booming message
to thousands, millions of times
But to create a Viral Marketing campaign is really effective is not easy, you need
to make the "virus" is its unique appeal; it must be personalized and is transmitted
by the collaboration "mutually beneficial"
Marketing and advertising virus is the term to refer marketing techniques using social networking sites available to enhance the impact and brand awareness of the public, through the process of self-replication of the virus, similar to the process of self-replication of the virus computer
3.3 Application in the way of Viral Marketing beverage products
3.3.1 Research product and Viral application method
Need to identify the product, the brand will do what nature viral marketing
is, what target customers’s characteristics is, from which we can approach accordingly For example, viral products is a smart phone for male office workers, we will consider the needs, their desires, and trailers can exploit aspects related to hi-tech products For example, the male office workers often want to show their professionalism through a smart phone with the diverse utility office, they want to check mail and online wherever they liked and show friends their own
Then we determine our smart phone meet the needs of those in need of them, and not the point of our products compared to products of competitors