(TIỂU LUẬN) GROUP ASSIGNMENT MARKETING PLAN FOR NEW PRODUCT OF DOVE DAMAGE REPAIR SHAMPOO IN VIETNAM MARKET

UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING GROUP ASSIGNMENT MARKETING PLAN FOR NEW PRODUCT OF DOVE DAMAGE REPAIR SHAMPOO IN VIETNAM MARKET STUDENTS: NGUYỄN THỊ BÍCH NGỌC - 2021008497 TRẦN THỊ PHƯƠNG MY - 2021008480 DƯƠNG LAI MẪN MỸ - 1921000676 HO CHI MINH CITY, 2021 0 INDEX I EXECUTIVE SUMMARY .2 II COMPANY AND BRAND INTRODUCTION Company 2 Brand 3 Dove’s mission and vision Objectives for first year strategy III SWOT & MACRO ENVIRONMENT ANALYSIS Macro environment analysis .4 Market situation Competitors Dove’s swot analysis IV SEGMENTARY STRATEGY, TARGET MARKET AND POSITIONING 11 Segmentary .11 Targeting 12 Positioning 12 V MARKETING – MIX STRATEGY 14 Product strategy .14 Price strategy 15 Place strategy 16 Promotion strategy 17 VI ACTION PROGRAM 19 VII CONCLUDE 20 REFERENCES 22 APPENDIX 23 MEMBER CONTRIBUTION 24 TABLE LIST 0 Table 1.1: Segments table 10 Table 1.2: Price of Dove stimulate hair growth 2in1 15 Table 1.3: Detailed action plan table 18 IMAGE LIST Picture 1.1: Report on the estimated hair care market share in 2016 and 2025 Picture 1.2: Popular Shampoos Picture 1.3: Dove’s position map 13 Picture 1.4: Dove indirect distribution channel structure 15 0 I EXECUTIVE SUMMARY Today, Vietnam has become a developing country, the economy has prospered Along with that development momentum, people's living standards are increasing, people are gradually paying more attention to self-care issues, especially women One of the personal care products must include shampoo As a powerful assistant of women, the shampoo market is increasingly diversified with products to meet the individual needs of users Notable names such as Clear, Head and Shoulders, Sunsik, Lifebuoy, Dove Competition in the shampoo market of companies is very active in many different forms "Dove shampoo with damage recovery feature and stimulates hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" is a new product line on the market, so this requires the company's marketing team to have unique and novel strategies to attract customers, maintain and strengthen its position This essay on the topic of marketing planning for Unilever's Dove shampoo with damage recovery feature and stimulates hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" will suggest the marketing strategies that best suit the product and the current situation of the corporation Aiming to increase revenue compared to previous years, compete to expand market share, leading the shampoo market in Vietnam The structure of the essay consists of main parts: General introduction of the business SWOT analysis and the macro environment of the business Propose market segmentation strategies, select target markets and product positioning Recommend product, pricing, distribution and marketing strategies Specific action plan Conclusion II COMPANY AND BRAND INTRODUCTION Company Unilever is an Anglo-Dutch multinational consumer goods company founded in 1929 Its products include food, beverages, detergents and personal care products It is the world's third largest consumer goods company by revenue and the largest ice cream producer in the world The process of formation and development in Vietnam market: ● 1995: Unilever started to invest in Vietnam 0 ● 1997: Bicico Cosmetics Enterprise, supplier of Unilever laundry cream, was supported in terms of capital and technology to build a liquid washing factory The next factory in 1999 ● 2000: Sales increased nearly 16 times (USD 285,000), 76 suppliers of raw materials and 54 suppliers of packaging (total sales of USD 34 million) ● 2003: Contribution increased 13 times, equivalent to 130 billion VND/year Set aside 20 billion to fund social and humanitarian development activities ● From 2003 to present: Gaining more and more success, with thick network coverage all over Vietnam, with hundreds of thousands of retailers and distributors There are a total of factories and received many awards given by the state Unilever’s mission: “To add vitality to life” The meaning of this mission is that Unilever wants to bring a better life to people through its products Until now, that mission has become increasingly evident in every Unilever product as all products of this group are aimed at the same purpose, which is to bring health, beauty and comfort to children, people The proof of this is that Unilever's famous brands are very diverse from washing powder, shampoo, toothpaste to tea such as Omo, Dove, Close-up, Lipton, Brand Dove is a very famous shampoo brand belonging to Unilever group Dove is a globally reputable brand with more than 50 years of history, trusted by millions of customers in more than 80 countries In Vietnam, Dove is the No Damaged Hair Care shampoo In 2001, Dove officially entered the field of hair care with a range of shampoos, including many suitable for many hair types: normal hair, brittle hair, thinning hair, tangled hair The name Dove is a name that feels very light, easy to read, easy to remember and also comes with very unique signs that make it difficult for customers to confuse with other brands Dove Damage Repair Shampoo is a shampoo that helps restore dry and damaged hair, giving you soft, smooth hair with the most advanced technology The improved formula from the UK with Bio-Nourish nutrient system, helps to accurately locate and repair damaged hair, while replenishing nutrients for strong hair from the inside Since then, it has left a deep impression in the hearts of customers with the name Dove Damage Repair Shampoo Dove’s mission and vision The Dove brand has the following mission and vision: ● Helping the next generation of women develop confidence in their appearance helping them feel more in love with themselves and realize the strength that lies within them 0 ● "Honouring true beauty" is the position that Dove wants to pursue, which always brings self-confidence to women That promise of Dove increasingly expands the definition of beauty: from non-physical beauty, every profession, every skin color, every age has its own beauty ● "Dove says it continues to offer products that make a real difference to the condition and feel of your skin and hair." And in doing so, it helps fulfill its mission to enhance the depiction of women's beauty to incorporate all ages, body shapes and sizes, making them realize that beauty has nothing to with appearance their picture ● The campaign "Be yourself with the hair you love" aims to support the expression of the personality of Vietnamese women regardless of who they are or what position they are in, going beyond the prejudices imposed by society women's standards Objectives for first year strategy ● Giving consumers satisfaction when using the product, in addition, building a shampoo brand image that is trusted by consumers and won many compliments ● The company’s product sales increased by 5-10% compared to the previous year ● Is the leading product in the sales list that brings profit to the company ● Organize and implement solutions to stimulate consumption demand, create markets for products to convince customers to buy products, and help locate products in consumers' minds ● Continue to look for distributors and brand coverage across the country, increase retailers and merchant agents in target markets to at least 20 stations in 2022 ● Enhancing the brand image in the hearts of customers, expanding the image as a beauty care service provider Increase brand awareness among customers by strengthening advertising programs and increasing its market share with competitors ● Continue to fulfill our mission of protecting natural beauty as well as cultivating confidence in women ● Continue to promote global research to serve future projects and strategies III SWOT & MACRO ENVIRONMENT ANALYSIS Macro environment analysis ❖ Demographic - Population Structure According to the General Statistics Office (GSO), until 2021, Vietnam's population has increased by more than 98 million people and is now ranked fifteen in the world Vietnam's population is always increasing year by year, so this is a big market for many 0 businesses to invest in, the more populous a market, the more shopping demand will increase Vietnam is a market potential market for investment and business - Marketing the young generation Marketing the young generation is understood as building new advertising and promotion strategies for young people According to current age-based population data, the young population makes up 40% of the population The change in marketing for the new generation is very important because their purchasing power is very large, if they can attract them, they will increase their profits with more products sold, so if it is successfully reached this generation, this will be the main source of purchasing in the future - Change in the role of women Today, more and more women are entering the workforce and are well educated So they have a steady income and tend to take care of themselves more than before This is a positive advantage for Dove shampoo because Dove's target customers are women In addition, a recent survey by Dove (Cite in Saigon Online) indicates that 95% of Vietnamese women think that a beautiful hair will make them feel more confident Therefore, Dove will have the opportunity to expand its market share by providing more hair care shampoos to meet the needs of Vietnamese women ❖ Economy - Factors affecting consumer purchasing power The standard of living of Vietnamese people today is higher than in the past The inflation rate in Vietnam will remain under control below 4% in 2021 (the year 2021 is the year heavily affected by the COVID-19 pandemic) The stability and growing development in the Vietnamese economy will be an advantage and an opportunity for Dove to develop its products that serve the needs of the people, which will stimulate Dove to have more motivation on the way to conquer the hearts of Vietnamese people - Change in income During the COVID-19 pandemic, Vietnam's economy was severely affected The whole country faces many difficulties and challenges due to both fighting the epidemic and ensuring socio-economic development The monthly per capita income is about 4.2 million VND, down about 1% compared to 2019 In general, each year in the period 20162020, the average monthly income per capita of the whole country increased on average 8.2%, although increasing slowly, but also achieved the number expected by experts It proves that the living standard in Vietnam is improving significantly and clearly, people can buy more products, especially shampoo, to take care of themselves The higher the income, the more people will tend to use the more advanced and better products to serve themselves and the people around them This is an opportunity for Dove because Dove 0 always brings a line of high-quality products, so with high income, people will be willing to pay more to buy Dove products ❖ Natural - Product Packaging The use of environmentally friendly packaging design is an important goal of Unilever, affecting the interests of the company and determining the success of many business aspects On the Vietnamese market, there are two types of Dove shampoo packaging designs: packages and plastic bottles Both types of packaging are made from plastic containing low density polyethylene (LDPE), identified by code LDPE signal #4 can be easily found in the accessory section of Dove shampoo bottles According to Wilcos, this plastic is considered one of the safest plastics for product packaging and can be easily recycled - Reducing environmental pollution Unilever Vietnam's Vice President said that Unilever Vietnam's goal is to improve people's lives without sacrificing environmental benefits Unilever Vietnam has invested more than 300.00 USD in a modern waste treatment system with a capacity of 300 cubic meters/day Chemicals will be collected and burned at high temperatures to reduce adverse effects on the environment In addition, Unilever also has a Safety, Health and Environment Department in charge of legal politicians related to environmental protection and research on potential risks ❖ Technology Today, people, especially women, use a lot of chemicals for curling, straightening and dyeing, so the hair is very easily damaged, tangled and hair loss With three technologies with many different uses such as anti-breakage, tangle and especially damage repair applied in Dove damaged shampoo products, it will be one of the opportunities and advantages for customers to find Dove products Moreover, Dove introduced the hair damage meter to the customer The strength of this meter is that it displays results similar to those in the laboratory and can be measured anywhere, as well as displaying results to customers in a short time This technology will help customers detect damaged areas of hair and thereby restore them ❖ Politic Recently, the government has issued a number of decrees on reducing taxes on imported products This has made these foreign shampoo brands even more popular in Vietnam People like to discover and use new products and when they try them out, they will buy them often, which will gradually adversely affect Dove's revenue and market share If the appearance of many foreign brands in Vietnam is too much, especially for fastmoving consumer products, the Vietnamese Government has propagated a number of laws and programs to encourage patriotism of Vietnamese Vietnam through the purchase of 0 Vietnamese goods such as the program "Vietnamese people use Vietnamese goods" These regulations have a huge impact on how consumers choose products Therefore, foreign brands like Dove have difficulty in managing and expanding their business in Vietnam ❖ Cultural For hundreds of years, Vietnamese women have used locust fruit as a way to wash their hair Over the generations, this habit has grown stronger and stronger Therefore, many companies have put the scent of locust in their shampoos to attract Vietnamese believers Furthermore, some people used to think that current shampoos contain a lot of chemicals and that using chemicals on the hair can strip the hair of moisture With Dove, unlike Dove's shampoo products that apply modern technologies with hair nutrients, Dove's message is easy to understand but concise: "With Dove shampoo is not used to clean hair but also to nourish hair and repair damage” So DOVE always wants women today to not have to spend time and money going to the shop to take care of their hair Market situation According to Statista's report on the estimated hair care market share in 2016 and 2025, shampoo accounts for 33% of the market share The outbreak of COVID-19 in 2021, resulted in 60% of people spending more time taking care of themselves Social distancing in 2021 due to the pandemic has completely changed our daily beauty routine and helped us redefine the core value of beauty When natural and authentic beauty takes the throne, people often tend to take care of beauty from within and this natural beauty trend will continue in 2022 One trend that can be mentioned is natural pretty hair Tapping into the demand thick and healthy hair, some players have added the hair growth stimulating function to their shampoos, with others promoting their dandruff-reducing, damage-reducing properties Picture 1.1: Report on the estimated hair care market share in 2016 and 2025 Source: Statista.com 0 According to another report, Dove’s market share is holding the third place after Clear and Sunsilk, behind are P&G's Pantene and Head & Shoulders in the women's shampoo market Hence, a good marketing plan in this situation would be a great opportunity for Dove in particular and the company in general to increase the competitiveness and maintain foothold in the shampoo market Picture 1.2: Popular Shampoos Source: Q&me (2020) Competitors The following competitors have a major impact on Dove products, including losing segmentation, putting more effort and budget into advertising and promotions, and being conscious of losing a strong position in the shampoo market Vietnam head ❖ Pantene: is a brand of P&G in Vietnam since 1995 Realizing the importance of having healthy hair, Pantene and shampoo products have brought a beautiful healthy hair to every woman Pantene has six main shampoo products to be able to serve Vietnamese customers wholeheartedly ● Advantages: - Pantene also has many different product categories like Dove, so the competition is very high - Pantene has succeeded in positioning its product quality when most consumers feel that Pantene shampoo smoothes the hair, moisturizes the hair very well - In addition, experts also agree that Pantene shampoo is the best anti-hair loss shampoo ● Disadvantages: - The disadvantage that almost every customer complains about Pantene is that the scent of the shampoo is heavy, not gentle, and feels uncomfortable when smelling them 0 ● Vietnam is a country with very high political stability, providing fair competition and facilitating the sustainable development of products  Threats ● Other competitive companies, the competition situation is getting fiercer with the appearance of many other famous brands in the shampoo market both at home and abroad such as: Pantene, Clear, Sunsilk, Rejoice ● The average income of people in general is still low, especially in rural areas ● Some people have a habit of using locust fruit as a way to wash their hair and think that current shampoos contain many chemicals and using chemicals for hair can strip the hair of moisture IV SEGMENTARY STRATEGY, TARGET MARKET AND POSITIONING Segmentary In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics In dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles, or even similar demographic profiles The overall aim of segmentation is to identify high yield segments – that is, those segments that are likely to be the most profitable or that have growth potential – so that these can be selected for special attention The segment of customers using shampoo on the market: Table 1.1: Segments table Demographics Psychology Age: 15 to 25 Females Lifestyle: Appearance of top Loyalty: easy to pay attention to new things, change concern quickly Influenced by family, Often spend time watching friends, celebrities TV, accessing the Internet and then being attracted to Occasion: daily use attractive ads Rate of use: quite high Income: school age, depends on parents and has no income Some may be financially independent Loyalty Occupation: Student Age: 25 to 40 Females Earnings: Lifestyle: They can spend a Loyalty: Will become loyal lot of time and money customers if the product is of Most improving their appearance good quality and effective → 0 customers in this The luxurious and elegant segment are financially design of the product can get independent and have their satisfaction middle- to high incomes They regularly stain and curl Occupation: All their hair occupations the company takes a lot of time and effort to get this group of customers Occasion: daily users, buy gifts on holidays, special occasions Rate of use: quite high Lifestyle: Women over the Loyalty: want to save their age of 50 often worry about time and budget to choose the Income: middle to high product that brings the most hair loss income satisfaction They are often people who Occupation: All buy food, personal care Want products with healthy occupations which is products for their families as ingredients, available in well as themselves → affordable, and stores Ordinary people decide how supermarkets to spend money to satisfy nationwide family needs Occasion: gifts, daily use They care about healthy Rate of use: low rate products for themselves and their families They have experience using the product and can have good analytical skills Age: Over 40 Females Source: Marketing Plan of Dove micro and macro Targeting The target audience for this Dove Damage Recovery shampoo product line is women aged between 25 and 40 This is also the target customer of the Dove brand so far At this age, women are consciously interested in their appearance but they are too busy with work without time to take care of themselves They want to find a shampoo product that can both help smooth and smooth hair and help them recover damaged hair after dyeing or curling In this target segment, most of them have a stable income and are financially independent so what they are most interested in is the quality of the product Therefore, Dove always focuses on how the customer's hair will become strong and can be restored after each shampoo experience and interest in the ingredients inside the product, external factors such as environmental protection, animal trial products, recycling If those factors meet the needs of customers in addition to quality, it will create loyalty in 0 customers, we can win market share inside them, and vice versa if they feel dissatisfied with a certain issue, they will never use the product or can boycott Positioning ❖ Dove’s competitor positioning On the market today, there are many new shampoo brands both at home and abroad Featured with damage recovery, in addition to Dove, there are also Pantene and TREsemmé brands o Pantene is a brand of P&G group and is a direct competitor of Dove since its launch until now Pantene is also widely known and loved by the majority of Vietnamese people With its damage recovery feature, Pantene has attracted the majority of customers with a cheaper strategy than Dove Low cost is an advantage of Pantene because the income of Vietnamese people is still limited, especially for rural families Comparisons are inevitable when shopping, so when two bottles of shampoo have the same feature, customers will tend to choose the cheaper one to use In terms of quality, most customers perceive Dove as better o Another competitor from the same company is TREsemmé The purpose of this brand birth is that Unilever wants to bring a high-end product line to serve the higher-income customer segment TREsemmé offers customers outstanding features, with the ability to smooth and repair damage that customers can feel immediately after one wash It is undeniable with what TREsemmé brings, because this is a high-end product line, so it has a higher price than the common ground of shampoo brands in Vietnam, so it is still not available today popular among customers here ❖ Dove’s positioning Like the name of product line, Dove has always affirmed his shampoo as "Not only clean the hair, but also restore damage from the inside" Therefore, Dove shampoo is positioned into the market segment for women who want to nourish their hair and restore damaged hair In fact, the shampoo not only helps to clean the hair and scalp, but with Dove, the shampoo also helps the hair to get the necessary nourishment, while gently cleaning the hair and scalp Beautiful hair contains magical power Dove knows that: A smooth and strong hair will help you be confident as well as proud every time you appear In order to feel great every day, Dove ensures to bring nourishing shampoos and restore hair from deep inside, helping to keep hair healthy for a long time If you like styling your hair to refresh yourself every day? Dove Shampoo Restores damage to keep hair strong from deep inside, as well as gives the hair great smoothness And Dove is constantly improving to help you solve each hair problem, including fibrous hair that is the enemy of women From the root with Dove is nourishing oil therapy, which gives you hair so smooth and shiny that you just want to stroke your hair forever The product conveys a message that appreciates the natural beauty of women and the need to maintain women's hair Targeting 0 women is because women are quite cautious in beautifying their hair and often have a sense of beauty So women will buy products that can enhance their beauty In addition, women are the main consumers of products offered in the cosmetic industry, as regular buyers, they are more interested in how they care and how they look Picture 1.3: Dove’s position map V MARKETING – MIX STRATEGY Product strategy In order to adapt to the market situation, we want to boost a new kind of Dove’s product mix depth which is “Dove stimulate hair growth 2in1” Currently, the shampoo market is becoming more and more bustling with many domestic and foreign brands Each brand has its own personality, and when it comes to Dove, customers remember a brand of shampoo that makes hair smooth and helps repair damaged hair Although there are more and more brands on the market that also have damage repair features, but for customers to feel and love, customers always remember Dove - a long-standing shampoo brand, famous, and has a certain position in the hearts of customers with its outstanding features and damage recovery Taking Dove's "Top of mind" to bring back strong hair, we believe that the new hair growth stimulating property will be a solution that many people want in shampoo products According to the Center for Drugs, Cosmetics, and Food Testing in Ho Chi Minh City, there are many types of harmful chemicals that can be found in hair growth-stimulating shampoos on the market such as Propylene glycol, Sodium laureth, Diethanolamine 0 (DEA), Methylisothiazolinone, Paraben, 1,4-dioxane They can cause severe scalp reactions and damage hair Experts encourage the use of shampoo products of natural origin, containing extracts from herbs such as aloe vera, locust, lemon, lemongrass, grapefruit peel, they will help stimulate hair growth quickly and thick in a natural, safe way Therefore, the introduction of "Dove shampoo with damage recovery feature and stimulates hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" will be a great solution We added a new formula that includes the hair growth stimulating feature of the special grapefruit peel extract in addition to the normal hair restoration function and the mild fragrance of the previous product, which helps promote hair follicles to grow and strengthen Hair grows thicker, stronger and stronger  Value proposition: “Dove - Solution for quality fast hair growth, the solution for your beauty” With the new product's hair growth stimulating function from grapefruit peel extract, we wanted our product not only to be a solution to normal damage to your hair, but also to solve the problem of thick and healthy hair for you  Packaging: With the current packaging, which is already familiar to customers, it has the main color of white to show the purity and purity of the product but has been around for a long time, changing the new image for the packaging will is the step where customers feel new, different, curious, but at the same time, they must always keep the quality and characteristics of the product so that customers feel familiar when using it With the new packaging, the main colors will be yellow and white, creating more prominence for the brand and newness for customers Using green, environmental protection materials to use as packaging for products The use of environmentally friendly packaging design is an important goal of Dove, influencing the interests of the company and determining the success of many business aspects Continue to use packaging made from low-density polyethylene (LDPE) plastic, identified by code LDPE signal #4 can be found in the accessory section of Dove shampoo bottles easily This type of plastic is considered one of the safest plastics for product packaging and can be easily recycled ❖ Support services Dove has a variety of services to support customers on platforms from online to offline Improve the quality of support services, answer customer inquiries quickly and efficiently, regularly maintain websites, and increase customer interaction on online websites Customer support service: Tel: 08-38236651 Email: tuvankhachhang@unilever.com is always printed on every bottle of Dove shampoo There are also Facebook, Instagram, Website, Youtube Price strategy Continuing to use and maintain its prestigious pricing concept, Dove uses price as a tool to create high-quality associations with its brand and marketing campaigns This pricing 0 strategy works well for Dove, as it has a well-established brand image that has a positive impact on customer growth and retention Dove has always positioned its pricing strategy as setting high prices, which means setting prices higher than its competitors in the same industry, and Dove has always maintained that price level and yielded as if there was no tendency to lower prices to lead the market and have no complementary products to rely on Table 1.2: Price of Dove stimulate hair growth 2in1 Net weight Price 170g 43.000 VND 340g 79.000 VND 650g 125.000 VND 900g 156.000 VND 1,4 kg 213.000 VND Place strategy Currently Dove is doing business through its three main distribution channels: (1) (2) (3) Picture 1.4: Dove indirect distribution channel structure Source: Structure of distribution channels For channel and channel 2: These are the two main channels of Dove's activities Continue to promote distribution channels, maintain a sustainable and long-term cooperation relationship, ensure fast and complete supply of goods, especially large supermarket systems such as GO&BigC, Coopmart Increase discount rates for large 0 supermarket chains, as well as convenience stores, so that items are always displayed in eye-catching locations As for distribution channel 3, this is the current distribution channel that is inefficient because Dove still has its own official form of online shopping Most of Dove products are collected and sold together with other Unilever products in Unilever Mall stores on Shopee, Lazada, etc This will hinder customers in shopping for Dove shampoo As part of the upcoming plan, Dove must have its own online shop on e-commerce sites, so that customers can easily choose and shop Dove products, and often have promotions here to attract customers, because this will be the shopping method for now and in the future Expanding another distribution channel from Dove will provide products directly to its customers through exclusive stores specializing in the distribution of Dove products Until now, Dove has not had its own exclusive store, having a store will help Dove reach customers more easily and better, in addition, this is not a place for customers to shop for products products, but also a place where customers can come to consult about hair products and answer questions Promotion strategy Message: The message we want to communicate is that Dove stimulate hair growth 2in1 can make your hair can make strong In addition, when using Dove stimulate hair growth 2in1 with recycled packaging, you are joining us in our efforts to protect the earth ❖ Advertisement Continue advertising through traditional channels: TV - continue to maintain frequency, prime time advertising at VTV channels, HTV… LCD: hanging billboards at high traffic places such as airports, highways, squares Online channels, constantly posting to advertise products, interacting often regularly with customers and organize mini games for customers to participate Build new campaigns, new advertising content to attract audiences Hire your customers to be models in commercials, let customers experience Dove products and express opinions of the audience - Specifically the advertising campaign for the Dove line of stimulate hair growth 2in1 shampoos: Build an advertising campaign for Dove Damage Recovery and stimulates hair growth from grapefruit peel extract - "Dove stimulate hair growth 2in1" to both attract new customers who are looking for a suitable product for their hair as well as to show gratitude to loyal customers have supported Dove over the years The advertising campaign "Restore damaged hair with Dove" will be advertised in media such as Internet, newspapers… The content of the ads is that there will be experts to invite their own customers to experience Dove damage repair shampoo and then record the opinions and feelings of customers 0 Hire KOLs and celebrities to promote the campaign, they will take pictures with the bottle Dove shampoo with the hashtag #WithDoveDamageRecoveryStimuateHair #DoveFromGrapeFruitPeelExtract to widely spread the campaign for everyone to know On Dove's online platforms, there will be a contest for female internet users to participate The rules of the game will be that all participants will take two steps to take photos of their hair before and after it is restored after using Dove products and comment, post it publicly with the hashtag #CungDovestimulateHairGrowth2in1 #Kichthichmoctoc #DoveChietxuatvobuoi to complete the contest The evaluation criteria will be the hair that has a clear fix of the hair and honestly shares his feelings about the Dove brand and Dove's product line The prize will be a full set of Dove products including shampoo, conditioner, cream and cash value of 5.000.000 VND ❖ Promotion - Promotion for consumers Along with the campaign, Dove will carry out accompanying advertising programs Linked with big supermarkets like GO&BigC, Coopmart to be supported in this campaign, hanging banners and signs at supermarkets to let customers know more about the campaign To serve the program, Dove will launch promotions such as buying a bottle of shampoo and getting a bath sponge, product combos at cheap prices, etc For activities on e-commerce sites I will participate in sales hunting occasions, special time frames with many attractive deals to attract customers Especially on major women's holidays such as March 8, October 20, November 20, there will be more promotions, discounts, and gifts to honor women When customers buy invoices for Dove product lines over 500,000 VND, they will be given a discount voucher for the next purchase - Promotion for intermediaries, retailers, wholesalers Increase support and encouragement policies for good sales intermediaries with outstanding targets Increase discount rates for middlemen when importing in bulk, or exclusively selling Dove shampoo products Increase gifts, banners, product display shelves for them Advertising cooperation, encouraging shoppers to use Dove's products ❖ Public Relations The Dove Self-Esteem project will be continued to continue its mission of protecting and motivating girls, helping them overcome problems related to body shaming and improving self-esteem Beauty contests are often absent from Dove sponsorship Therefore, next year will sponsor beauty contests such as Miss Universe, The Face, Vietnam next top model, This sponsorship will help Dove's name be more popular The program to check hair damage with the Diagnostic Tool of Dove previously received a lot of positives from customers This project has not been held in Ho Chi Minh City yet 0 ● Vietnam is a country with very high political stability, providing fair competition and facilitating the sustainable development of products  Threats ● Other competitive companies, the competition situation is getting fiercer with the appearance of many other famous brands in the shampoo market both at home and abroad such as: Pantene, Clear, Sunsilk, Rejoice ● The average income of people in general is still low, especially in rural areas ● Some people have a habit of using locust fruit as a way to wash their hair and think 0 chemicals and using chemicals for hair can strip that current shampoos contain many the hair of moisture IV SEGMENTARY STRATEGY, TARGET MARKET AND POSITIONING Segmentary In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics In dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles, or even similar demographic profiles The overall aim of segmentation is to identify high yield segments – that is, those segments that are likely to be the most profitable or that have growth potential – so that these can be selected for special attention The segment of customers using shampoo on the market: Table 1.1: Segments table Demographics Psychology Age: 15 to 25 Females Lifestyle: Appearance of top Loyalty: easy to pay attention concern to new things, change quickly Influenced by family, Often spend time watching friends, celebrities TV, accessing the Internet and then being attracted to Occasion: daily use attractive ads Rate of use: quite high Income: school age, depends on parents and has no income Some may be financially independent Loyalty Occupation: Student Age: 25 to 40 Females Earnings: Lifestyle: They can spend a Loyalty: Will become loyal lot of time and money customers if the product is of Most improving their appearance good quality and effective → 0 customers in this The luxurious and elegant segment are financially design of the product can get independent and have their satisfaction middle- to high incomes They regularly stain and curl Occupation: All their hair occupations the company takes a lot of time and effort to get this group of customers Occasion: daily users, buy gifts on holidays, special occasions Rate of use: quite high Lifestyle: Women over the Loyalty: want to save their age of 50 often worry about time and budget to choose the Income: middle to high product that brings the most hair loss income satisfaction They are often people who Occupation: All buy food, personal care Want products with healthy occupations which is products for their families as ingredients, available in well as themselves → affordable, and stores Ordinary people decide how supermarkets to spend money to satisfy nationwide family needs Occasion: gifts, daily use They care about healthy Rate of use: low rate products for themselves and their families They have 0 experience using the product and can have good Age: Over 40 Females and can have analytical skills good Source: Marketing Plan of Dove micro and macro Targeting The target audience for this Dove Damage Recovery shampoo product line is women aged between 25 and 40 This is also the target customer of the Dove brand so far At this age, women are consciously interested in their appearance but they are too busy with work without time to take care of themselves They want to find a shampoo product that can both help smooth and smooth hair and help them recover damaged hair after dyeing or curling In this target segment, most of them have a stable income and are financially independent so what they are most interested in is the quality of the product Therefore, Dove always focuses on how the customer's hair will become strong and can be restored after each shampoo experience and interest in the ingredients inside the product, external factors such as environmental protection, animal trial products, recycling If those factors meet the needs of customers in addition to quality, it will create loyalty in 0 customers, we can win market share inside them, and vice versa if they feel dissatisfied with a certain issue, they will never use the product or can boycott Positioning ❖ Dove’s competitor positioning On the market today, there are many new shampoo brands both at home and abroad Featured with damage recovery, in addition to Dove, there are also Pantene and TREsemmé brands o Pantene is a brand of P&G group and is a direct competitor of Dove since its launch until now Pantene is also widely known and loved by the majority of Vietnamese people With its damage recovery feature, Pantene has attracted the majority of customers with a cheaper strategy than Dove Low cost is an advantage of Pantene because the income of Vietnamese people is still limited, especially for rural families Comparisons are inevitable when shopping, so when two bottles of shampoo have the same feature, customers will tend to choose the cheaper one to use In terms of quality, most customers perceive Dove as better o Another competitor from the same company is TREsemmé The purpose of this brand birth is that Unilever wants to bring a high-end product line to serve the higher-income customer segment TREsemmé offers customers outstanding features, with the ability to smooth and repair damage that customers can feel immediately after one wash It is undeniable with what TREsemmé brings, because this is a high-end product line, so it has a higher price than the common ground of shampoo brands in Vietnam, so it is still not available today popular among customers here ❖ Dove’s positioning Like the name of product line, Dove has always affirmed his shampoo as "Not only clean the hair, but also restore damage from the inside" Therefore, Dove shampoo is positioned into the market segment for women who want to nourish their hair and restore damaged hair In fact, the shampoo not only helps to clean the hair and scalp, but with Dove, the shampoo also helps the hair to get the necessary nourishment, while gently cleaning the hair and scalp Beautiful hair contains magical power Dove knows that: A smooth and strong hair will help you be confident as well as proud every time you appear In order to feel great every day, Dove ensures to bring nourishing shampoos and restore hair from deep inside, helping to keep hair healthy for a long time If you like styling your hair to refresh yourself every day? Dove 0Shampoo Restores damage to keep hair strong from deep inside, as well as gives the hair great smoothness And Dove is constantly improving to help you solve each hair problem, including fibrous hair that is the enemy of women From the root with Dove is nourishing oil therapy, which gives you hair so smooth and shiny that you just want to stroke your hair forever The product conveys a message that appreciates the natural beauty of women and the need to maintain women's hair Targeting women is because women are quite cautious in beautifying their hair and often have a sense of beauty So women will buy products that can enhance their beauty In addition, women are the main consumers of products offered in the cosmetic industry, as regular buyers, they are more interested in how they care and how they look Picture 1.3: Dove’s position map V MARKETING – MIX STRATEGY Product strategy In order to adapt to the market situation, we want to boost a new kind of Dove’s product mix depth which is “Dove stimulate hair growth 2in1” Currently, the shampoo market is becoming more and more bustling with many domestic and foreign brands Each brand has its own personality, and when it comes to Dove, customers remember a brand of shampoo that makes hair smooth and helps repair damaged hair Although there are more and more brands on the market that also have damage repair features, but for customers to feel and love, customers always remember Dove - a long-standing shampoo brand, famous, and has a certain position in the hearts of customers with its outstanding features and damage recovery Taking Dove's "Top of mind" to bring back strong hair, we believe that the new hair growth stimulating property will be a solution that many people want in shampoo products According to the Center for Drugs, Cosmetics, and Food Testing in Ho Chi Minh City, there are many types of harmful chemicals that can be found in hair growth-stimulating shampoos on the market such as Propylene glycol, Sodium laureth, Diethanolamine 0 ... putting more effort and budget into advertising and promotions, and being conscious of losing a strong position in the shampoo market Vietnam head ❖ Pantene: is a brand of P&G in Vietnam since... potential market, but Dove has not yet had any advertising or marketing campaigns targeting them ● Too interested in "Restore Damage" shampoo products that neglect other shampoo product lines with... packaging for products The use of environmentally friendly packaging design is an important goal of Dove, influencing the interests of the company and determining the success of many business