MARKETING PLAN PROJECT túi viên giặt tiện lợi OMO công nghệ anh quốc

Currently, OMO washing powder is leading the washing powder market in Vietnam and OMO is increasingly positioning its brand firmly in the hearts of consumers.. – The price of some Unilev

MINISTRY OF FINANCE.

UNIVERSITY OF FINANCE – MARKETING

MARKETING PLAN PROJECT

Túi viên giặt tiện lợi OMO công nghệ Anh Quốc

Major: MARKETING Specialized: MARKETING MANAGEMENT

Lecturer: Mrs Ngô Minh Trang

Students - ID:

Nguyễn Minh Quân - 1921005621 Nguyễn Ngọc Văn Anh - 1921005356 Nguyễn Thị Mỹ Ngọc - 1921005559

TP.Hồ Chí Minh, 2021

COMMENTS OF LECTURERS

( Score in letters ) (Lecturer’s Fullname)

1 Executive summary 1

2 Introduction: 1

2.1 Unilever Corporation 1

2.2 Unilever's mission is like OMO 2

2.3 strategic objectives 2

3 SWOT & Macro-Environment Analysis 2

3.1 The company’s strengths, weaknesses, opportunities & threats 2

3.1.1Strengths 2

3.1.2 Weaknesses 3

3.1.3 Opportunities 3

3.1.4 Threats 4

3.2 Market situation of OMO convenient laundry tablets in Vietnam 4

3.3 SWOT analysis for convenient laundry bags OMO 6

3.4 Overview of the macro environment in Vietnam: 6

3.4.1 Demographic environment: 6

3.4.2 Economic environment: 7

3.4.3 Natural environment: 7

3.4.4 Science and technology environment: 8

3.4.5 Political and legal environment: 8

3.4.6 Socio-cultural environment: 8

4 Segmentation & positioning strategy 9

4.1 Define how the brand positions itself 9

4.1.1 OMO's target customers: 9

4.1.2 Behavioral characteristics of these consumers: 9

4.1.3 Mission: 9

4.1.4 Value: 9

4.1.5 Things that make OMO different: 9

4.2 Identify competitors 10

4.2.1 Identify direct competitors: 10

4.2.2 Assess consumer perception of competitors: 10

4.3 Understanding competitor brand positioning 10

4.3.1 Products and services that competitors are offering: 10

4.3.2 Tide's Weaknesses and Strengths 10

4.4 Building highlights for OMO laundry tablets: 11

4.5 Build a positioning statement: 11

5 Marketing Mix Strategies 11

5.1 Product strategy 11

5.2 Pricing Strategy 12

5.3 Place strategy 12

5.4 Promotion strategy 13

5.4.1 Advertisement 13

5.4.2 Promotion 13

5.4.3 Personal sales 13

5.4.4 Public Relations 14

5.4.5 Direct Marketing 14

6 Action plan 15

7 Financials 16

7.1 Break - even analysis 16

7.2 Sale forecast 17

7.3 Expense budget 17

8 Conclusion 17

1 Executive summary

Target customers of OMO as well as our team is the majority of who are women,mothers, people who have families, or who want to take care of clothes cleaning products have average income to high icome for new product lines Currently, the OMO brand isfocusing on developing and launching a new product, which is OMO Convenient LaundryDetergent with two types of deodorant and colorfast, in each product which is including 1 zipbag with a volume of 442g including 17 tablets, has been selling on the market OMO iscooperating with many partners such as social media( Facebook, Youtube, ) In terms ofbrand sales, they are combining with Shopee, Lazada, In order to create an innovation forOMO The OMO brand has a great reputation in communicating environmental protection,and this is a differentiation to competitors OMO has launched many campaigns that based onenvironmental protection, contributing to creating a green world and therefore effectingcustomers to choose and trust OMO In this day and age, many competitors such as Tide,Surf, have had many breakthroughs and the main rival Tide- a heavy competitor of OMO,has also launched a similar product which is laundry tablets- Tide Pods That will make thetarget customers of OMO may fluctuate Consequently, our team has proposed a Marketingplan project in order to analyze and improve products to be able to stand firmly to the marketand generate revenue

2 Introduction:

2.1 Unilever Corporation

Unilever is a multinationalcompany, founded by UK and theNetherlands Unilever is a British andDutch company specializing in theproduction of consumer goods such

as cosmetics, cleaning chemicals,toothpaste, shampoo, food Unileverhas more than 400 brands, among themost famous products can bementioned OMO, Surf, Lux, Dove,

Knorr Comfort, Vaseline, Ponds, P/S, Signal, Close Up, AXE, Rexona, Vim, Cif (Jif),Sunsilk, Sunlight,

In Vietnam, Unilever was established in 1995 Since 1995, Unilever has investedabout 120 million USD in the joint venture Lever Vietnam based in Hanoi, Elida P/S in HoChi Minh City, and Best Food company Also located in Ho Chi Minh City food, ice cream,beverages, distribution nationwide through more than 350 major distributors and more than150,000 retail stores Cooperating with many domestic factories in manufacturing, processing,supplying production materials and product packaging

OMO is a trademark of Unilever Vietnam Co., Ltd under Unilever Group of Englandand the Netherlands, specializing in the production of consumer goods such as cosmetics,cleaning chemicals, toothpaste, shampoo, food and Officially appeared on the domesticmarket since 1995 Currently, OMO washing powder is leading the washing powder market

in Vietnam and OMO is increasingly positioning its brand firmly in the hearts of consumers

2.2 Unilever's mission also OMO

At the time establishing the company, the founders set Unilever's mission as 'To addvitality to life' The meaning is Unilever bring a better life to people through their products

Up to now, that mission has become increasingly evident in every Unilever product as allproducts are directed towards the same purpose, which is to bring health, beauty and comfort

to children, people The proof is that Unilever's famous brands are very diverse from washingpowder, shampoo, toothpaste to tea such as Omo, Dove, Close-up, Lipton,

2.3 Strategic objectives

Unilever's sustainable developed aims at three main global goals by 2020, which are:

to double the size of the Group while reducing its environmental impact by half; using 100%raw agricultural materials from sustainable raw materials; helping more than 1 billion peoplearound the world improve hygiene, health and living conditions

3 SWOT & Macro-Environment Analysis

3.1 The company’s strengths, weaknesses, opportunities & threats

3.1.1 Strengths

– With the Unilever’s support, OMO has a strong financial foundation

– Effective talent attraction policy: The company's concept- “Development throughpeople”, salary and benefits, and focused courses national and international foremployees to improve their performance

– The research and development of technology of Unilever Vietnam is always focusedand adequately invested Modern technology inherited from global Unilever, istransferred quickly and has obvious effect.

– Relatively affordable price, with high quality

– Strong corporate culture environment, knowledgeable staff and a sense ofresponsibility for the main goal of the company, especially public relations are veryfocused at the OMO

3.1.2 Weaknesses

– Unilever had to cut its budget more or less due to difficulties caused by the Covid-19pandemic

– Key positions in the company are still held by foreigners

– There are still technologies that can not apply in Vietnam due to high costs, they must

be imported from abroad, which is costly and cannot take full advantage of theabundant and capable labor force in Vietnam

– The price of some Unilever products are still quite high, especially in rural areas.– As a company of European origin, Unilever's promotion strategy is not quite suitablefor Asian culture

3.1.3 Opportunities

– The policy of Vietnamese ministries and branches is to unite to build Vietnam'seconomy according to the trend of industrialization and modernization; in whichpriority is given to attracting foreign investment, especially from transnational andmultinational companies such as Unilever to increase the budget

– The domestic market (wholesale, retail, goods circulation…) has developed muchmore And infrastructure in big cities, especially Ho Chi Minh City, Ha Noi, has beenproperly invested

– Vietnamese politics is considered stable and voted as one of the safest destinations inthe Asia-Pacific region in particular, and brings peace of mind to foreign investors.– Vietnamese people's intellectual level is relatively high, especially in urban areas.Intellectual workers in Vietnam are excellent at technology – so this is also anabundant human resource for the company

– Vietnam has a young population structure and widespread extended family model(including grandparents, aunts and uncles, etc.), creating many opportunities forUnilever because this is the company's target customer

– Vietnam is located in a relatively favorable position in the region, with a longcoastline and many large seaports that are convenient for exporting goods whenUnilever begins to focus on exports in the near future.

– Unilever came to Vietnam when the consumer goods market here was new, there was

a lot of “land” for business

– Commercial law has disadvantages for foreign investors, especially the tax policy andhigh tax rates on items considered “luxury products” that Unilever is trading such aslotions, shapoo,…

– Population policy – government planning will make in a few decades, the young willage and the old population structure will no longer be an advantage for Unilever (thetarget customer belongs to the young generation from 18 to 29 years old)

– In the context of consumer goods market, supplying is more than demanding, manynew companies 'entry' and competition will be very fierce for Unilever company

3.2 Market situation of OMO Convenient Laundry Detergents in Vietnam

According to the 2019 Kantar Insight report, the economic growth in 2019 in terms oftotal retail sales and consumer goods increased fastest and highest (11.6%) compared to othersectors such as: tourism (10.8%) ), industry and construction (9.4%), FDI (8.4%), exportturnover (8.2%)

In 2020, the 'Home care' category ranked second in the FMCG industry with a sharpincrease of 7.1% despite still being in a sensitive economy due to the impact of the Covid-19

epidemic Especially for clothes cleaning products, consumers are seem very interested inproducts with 'Capsule' shape.

Due to social distancing, many small and retail stores have to temporarily close orreduce the number of customers Since then, there are many shopping trends on E-commercesites However, because of the fragmentation of the market, manufacturers need to quicklygain a strong foothold online Targeting married or financially independent women with highpurchasing power

Despite the COVID-19 quarantine in Vietnam, leading to the deceleration of GDP, thelowest growth rate compared to the past 10 years, it is still considered a success compared toother countries in the context of health and safety The CPI remains steady along with a rapidrecovery in retail sales of consumer goods with a challenging business environment andgrowing consumer concerns about job and income security This demonstrates a promisingprospect for Vietnam in 2022 with a lot of achievements in the FCMG industry, especiallylaundry tablets

3.3 SWOT analysis for convenient laundry bags OMO

Strengths

 A brand with a strong reputation

in the Vietnam market

 Quality products, convenient,

with British standards

 New and unique products on the

Vietnamese market

 Having abundant human

resources, effective talent

direct-to- Not widely available ontraditional market channels,supermarkets, stores (Only sold

on official website and Shopee commerce site)

e- Product price is still not possible

to people with low income

Opportunite

 Market trends alway change,

people significantly care about

 The era of high technology is an

advantage for businesses to boost

output, expand communication,

and increase brand recognition

3.4 Overview of the macro environment in Vietnam:

3.4.1 Demographic environment:

The current population of Vietnam is 98,167,657 people as of June 30, 2021 according

to United Nations data Vietnam's population currently accounts for 1.25% of the total worldpopulation Vietnam is ranked 15th in the world population ranking of countries andterritories (Source: https://danso.org/viet-nam/)

Population growth in Vietnam leads to an increase in demand for goods in general andfor necessities in particular, including the OMO laundry product line OMO needs to calculateand consider carefully to come up with marketing activities to attract consumers to helpincrease market share for the company

3.4.2 Economic environment:

Gross domestic product (GDP) in the first quarter of 2021 is estimated to increase by4.48% over the same period last year and higher than the growth rate of 3.68% in the firstquarter of 2020 From the end of January to the beginning of March, due to the extremelycomplicated development of the Covid-19 pandemic in some localities, causing negativeeffects on the socio-economic situation of the whole country, based on the result of increasingThe first quarter shows the drastic and timely direction and administration of the Government,the Prime Minister and the efforts of all levels and branches; Together with people andbusinesses to continue effectively implementing the dual goal of 'both disease prevention andeconomic development'

Realized social investment capital in the first quarter of 2021 at current prices isestimated at 507.6 trillion VND, up 6.3% over the same period last year, a positive signalthrough this increase in mobilization and investment Using investment capital for economicdevelopment, in the context of the Covid-19 epidemic has been partly successfully controlled

in Vietnam This is also an important driving force in mobilizing and using social investmentcapital, which will continue to grow strongly in the next quarters of 2021

3.4.3 Natural environment:

These are the most urgent environmental issues that need to be prioritized to be solved

in Vietnam today: the natural environment is increasingly being destroyed, according tostatistics before 1945, forest cover accounted for 43.8% , however now there are just over28% (below the alarming 30%) Meanwhile, the area of arable land being eroded sharplyincreased to about 13.4 million hectares Environmental pollution is increasing Manyfactories discharge industrial waste, domestic waste, and toxic substances from the productionprocess that have not been treated strictly, but put them directly into the environment, leading

to ecological pollution, causing many diseases Disability for the people Concentrations ofCO2 emissions in big cities and industrial zones exceed the allowable standards by 1.5 to 2.5times Mining activities, materials, gold, gems officially or freely have been destroying anddamaging the ecological environment The population growth of the country is too fast, alongwith the uneven and unreasonable distribution of the labor force between regions and thenation's resource extraction industries Physical and technical facilities, officials, and laws todeal with environmental issues are still inadequate

3.4.4 Science and technology environment:

Investing in science and technology human resources means investing in sustainabledevelopment, directly raising the nation's intelligence and strength Priority is to focus allnational resources on development Science and technology Our State has the responsibility

to invest in and encourage all economic sectors to participate in infrastructure development,synchronously raising the potentials of social sciences and humanities, natural sciences,engineering and technology Actively and actively integrate into the world to update theworld's advanced scientific and technological knowledge, attract resources and experts,overseas Vietnamese and foreigners to participate in scientific projects Technology education

in Vietnam Science and technology develop and innovate every day, supported by the State,

as well as focusing on investment The application of science and technology to the productproduction process will help Unilever perform effectively and quickly all stages and producegood quality products

3.4.5 Political and legal environment:

The Party's lines and orientations have a decisive influence on the domestic andforeign trends and the socio-economic development strategy of each country The impact ofthe political - legal environment has a macro influence on the business environment ofenterprises Vietnam is a country with a stable political background, a favorable legal