(TIỂU LUẬN) MARKETING PLAN FOR SERVICES OF UNICARE STARTUP BY UNILEVER

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING � FINAL EXAM ASSIGNMENT SECOND SEMESTER, 2022 SERVICES MARKETING Class code: 2121702052701 MARKETING PLAN FOR SERVICES OF UNICARE STARTUP BY UNILEVER Instructor: Mr Dang Huynh Phuong Ho Chi Minh City – 5, 2022 0 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING � FINAL EXAM ASSIGNMENT SECOND SEMESTER, 2022 SERVICES MARKETING Class code: 2121702052701 MARKETING PLAN FOR SERVICES OF UNICARE STARTUP BY UNILEVER Instructor: Mr Dang Huynh Phuong Student name: Le Dinh Phuong Khanh – 2101001520 Luong Ai Lien – 2021000052 Vo Dao Phuong Mai – 2021001711 Nguyen Nhu Ngoc – 2021001576 Lam Gia Phu – 2021000082 0 Ho Chi Minh City – 5, 2022 0 TABLE OF CONTENTS SECTION 1: INTRODUCTION SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS 2.1.1 Macro Environment .2 2.1.2 Micro Environment 2.2 MARKET ANALYSIS 2.3 COMPETITORS ANALYSIS SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.1 SEGMENTATION 3.2 TARGET CUSTOMER 10 3.3 POSITIONING .11 SECTION 4: MARKETING MIX STRATEGIES (7PS) 13 4.1 PRODUCT 13 4.2 PLACE 16 4.3 PRICE .17 4.4 PROMOTION 20 4.5 PEOPLE 24 4.6 PHYSICAL EVIDENCE 26 4.7 PROCESS .28 SECTION 5: CONCLUSION 38 REFERENCES A i 0 APPENDIX 1: PROMOTION TIMELINE D APPENDIX 2: BUDGET G ii 0 IMAGE LIST Image 1.1- Logo UniCare Image 3.1 - Positioning map 18 Image 4.1 - Unilever’s brands in Viet Nam – Source: Unilever .20 Image 4.2 - Illustration of Space – Source: Shereen ashraf 32 Image 4.3 - Facial treatment – Source: Shutter Stock 34 TABLE LIST Table 2.1 – Macro Environment .7 Table 2.2 – Micro Environment .8 Table 2.3 – Marketing Analysis Table 2.4 – Competitors Analysis 11 Table 3.1 – Segmentation .14 Table 4.1 - UniCare' Service 18 Table 4.2 - Price of Hair service .22 Table 4.3 - Price of Makeup service .23 Table 4.4 - Price of Facial service 23 Table 4.5 - Price of Body service 24 Table 4.6 - Price of Comprehensive treatment package 25 iii 0 LIST OF ABBREVIATIONS Acronym Definition STP Segmentation – Targeting – Positioning GDP Gross Domestic Product COVID – 19 Coronavirus disease 2019 USD United States Dollar VND Viet Nam Dong JSC Joint Stock Company TVC Television Commercials PR Public Relations KOL Key Opinion Leader IFO IELTS Face-off SEO Search Engine Optimization SMS Marketing Short Message Service Marketing F Facial H Hair B Body M Makeup iv 0 SECTION 1: INTRODUCTION Image 1.1- Logo UniCare Category: Beauty & Personal care Service: Salon & Spa Realizing Unilever's potential in the face of a new service market, we bring a Salon and Spa service with a wide range of products from Unilever’s ecosystem through this project Unilever has also been considered a giant in the beauty & personal care industry with a series of well-known products in the market and a history of nearly 100 years Following the vision “To make sustainable living commonplace” and the mission “To add vitality to life” of Unilever, this service brings new energy to the life of those who are willing to experience, who love themselves, and want to have the honor of personal worth We target specific customers, taking advantage of opportunities by changing social living standards to improve 0 SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS 2.1 SITUATION ANALYSIS 2.1.1 Macro Environment Table 2.1 – Macro Environment 0 2.1.2 Micro Environment Table 2.2 – Micro Environment 0 Step 2: Apply a mixture of exfoliating ingredients combined with gently rubbing and relaxing the skin Step 3: Shower with clean water and apply lotion  B4 Package: Relaxing body and hot stone massage Step 1: Relax your back with essential oils combined with acupressure and back walking message Step 2: Full body warm-up Step 3: Acupressure on both shoulders, nape, and neck relax Step 4: Acupressure on the feet and both legs Step 5: Put hot stones on the back Step 6: Lie on back and relax legs Step 7: Relax hands and arms Step 8: Relax head and shoulders ê Hair Procedure  H1 Package: Haircut and styling Step 1: Advice on suitable hairstyles for customers Step 2: Clean hair with shampoo for customers before cutting Step 3: Put on a hairdressing cape and start cutting hair Step 4: Styling blow-drying Step 5: Take off the hairdressing cape and apply hair oil  H2 Package: Nourishing shampoo Step 1: Apply the tea bag to the customers’ eyes 35 0 Step 2: Clean the hair with a care shampoo suitable for the client's hair condition Step 3: Head massage Step 4: Add essential oils to the roots of the hair Step 5: Relax, acupressure to open blood vessels Step 6: Wrap hair neatly and incubate hair with an intensive steamer Step 7: Dry hair  H3 Package: Hair restoration Step 1: Based on the condition of the customer's hair suggest the appropriate product Step 2: Wash hair for the 1st time with the selected shampoo Step 3: Rinse thoroughly with water Step 4: Wash hair the 2nd time and gently relax the scalp Step 5: Rinse again with water Step 6: Use the cream to spread evenly on each strand of hair and relax with a round brush Step 7: Wrap hair and steam Step 8: Relaxing massage for customers' neck, shoulders, nape, and hands Step 9: Turn on the steamer, wait for the hair to cool down, and relax the head Step 10: Rinse again with water Step 11: Blow-dry hair, apply conditioner and finish the process  H4 Package: Curling/ Straighten/ Dyeing hair 36 0 Step 1: Consulting and recommending suitable curling/straighten/dyeing hairstyles for customers Step 2: Clean hair with shampoo to cut and style hair Step 3: Haircut and styling Step 4: Carry out curling/straighten for customers according to the selected product Step 5: The curling/straightening process is over, continue to the dyeing stage if required by the customer Step 6: Dyeing hair for customers according to the requested product Step 7: Rinse hair, blow-dry, and style Step 8: Apply hair oil ê Makeup Procedure Step 1: Cleansing and facial washing Step 2: Apply a mask to make the skin glow before makeup Step 3: Apply moisturizer Step 4: Apply primer *Depending on the makeup layout that the customer chooses according to the package, the staff will make up to suit the customer's needs Step 5: Apply foundation Step 6: Apply concealer when needed Step 7: Apply powder Step 8: Use eyeliner and eyebrow pencil Step 9: Apply eyeshadow Step 10: Apply mascara 37 0 Step 11: Apply blush and lipstick u Dealing with customer complaints: Step 1: Complaints through channels The 1st channel: UniCare's Customer Service Department  Hotline: 1800 6266  Email: support@UniCare.vn The 2nd channel: Contact the branch directly to use the service or through the agent providing the service package Step 2: Receiving complaints from customers UniCare/Agents actively contact customers to confirm and resolve complaints in order Step 3: Handling and completing complaints UniCare/Agents and the customer carries out the agreed work to resolve the complaint, then confirm the results and close the complaint form u Maintenance Procedure: In the process of using all kinds of machinery and equipment for a long time, it is inevitable that damage will occur In particular, the equipment that UniCare put into use is all new and advanced technology, so when used incorrectly, it will also damage the equipment faster and not achieve high efficiency Regular maintenance is a necessary condition to help avoid possible risks and prolong the life and operability of equipment and machinery in the process of providing the best experience for UniCare's customers 38 0 SECTION 5: CONCLUSION First of all, the report gives an overview of the UniCare brand Besides, we also analyze the market situation and the situation of competitors in order to clarify the strengths and weaknesses of the existing competitors Based on that, we develop the business in the direction of perfecting the weaknesses and outperforming the strengths of rival businesses Define STP strategy After that, we systematized the essential bases that made up UniCare's marketing strategy by building the 7Ps model 39 0 REFERENCES Philip, K (2012) Marketing Management (14th ed) Pearson Armstrong, G (2017) Principles of Marketing (17th ed) Pearson Wirtz, J., & Lovelock, C (2011) Services marketing Pearson Pua, M & Tushar, O (2021, February) Deloitte Khảo sát người tiêu dùng Việt Nam Kiên cường trước khó khăn (p 5) UNILEVER (n.d.) Tổng quan Unilever Việt Nam Retrieved May 1, 2022, from https://www.unilever.com.vn/our-company/ TỔNG CỤC THỐNG KÊ ( 2022, January 13) Infographic dân số lao động làm năm 2021 Thông tin điện tử Tổng cục Thống kê https://www.gso.gov.vn/du-lieu-vaso-lieu-thong-ke/2022/01/infographic-dan-so-lao-dong-va-viec-lam-nam-2021/ THE WORLD BANK (2022, April 14) Tổng Quan Việt Nam The World Bank Group https://www.worldbank.org/vi/country/vietnam/overview#1 Thuy, L ( 2019, November 23) Ngành công nghiệp làm đẹp tồn cầu trị giá 500 tỷ USD Nơng Nghiệp Việt Nam https://nongnghiep.vn/nganh-cong-nghiep-lam-deptoan-cau-tri-gia-hon-500-ty-usd-d252974.html HL (2021, May 18) Khoa học công nghệ đồng hành phát triển đất nước Vietnam+ https://www.vietnamplus.vn/khoa-hoc-va-cong-nghe-luon-dong-hanhcung-su-phat-trien-dat-nuoc/713485.vnp TỔNG CỤC THỐNG KÊ ( 2021, April 16) Báo cáo tác động dịch COVID-19 đến tình hình lao động việc làm quý I năm 2021 Thông tin điện tử Tổng cục Thống kê https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/04/bao-cao-tac-dongcua-dich-covid-19-den-tinh-hinh-lao-dong-viec-lam-quy-i-nam-2021/ 40 0 Ban Các vấn đề Xã hội Mơi trường (2021, July 27) Tình hình phát triển tầng lớp trung lưu Việt Nam giai đoạn 2011-2020 NCIF http://ncif.gov.vn/Pages/NewsDetail.aspx?newid=22615 Thanh Niên (2022, January 10) Khảo sát cho thấy người tiêu dùng Việt Nam trọng nhiều đến sức khỏe Báo Thanh Niên https://thanhnien.vn/khao-satmoi-cho-thay-nguoi-tieu-dung-viet-nam-chu-trong-nhieu-hon-den-suc-khoepost1419810.html Hạnh, L (2020, August 3) Bức tranh toàn cảnh thị trường làm đẹp Việt Nam: Còn nhiều ngành chờ khai phá MarkeringAI https://marketingai.vn/buc-tranhtoan-canh-thi-truong-lam-dep-viet-nam-con-rat-nhieu-nganh-cho-duoc-khai-pha/ Statista (n.d.) Beauty & Personal Care Retrieved May 1, 2022, from https://www.statista.com/outlook/cmo/beauty-personal-care/worldwide Ánh Tuyết (2018, May 7) Bạn có biết spa lạoi mơ hình spa có giới? https://thanhnien.vn/ban-biet-gi-ve-spa-va-cac-loai-mo-hinh-spa-hien-co- tren-the-gioi-post754946.html Mai Mai (2021, Octorber 7) Du lịch chăm sóc sức khỏe: Mảnh đất màu mỡ bỏ ngỏ Việt Nam Vietnam+ https://www.vietnamplus.vn/du-lich-cham-soc-suc-khoemanh-dat-mau-mo-con-bo-ngo-o-viet-nam/745134.vnp Nguyên Diệp (2017, March 1) Ra mắt condotel sở hữu Spa Center lớn Việt Nam Công ty Cổ phần Quảng cáo Trực tuyến 24H https://www.24h.com.vn/tai-chinhbat-dong-san/ra-mat-condotel-so-huu-spa-center-lon-nhat-viet-namc161a857269.html Doppelherz (2022, March 28) Thị trường sản phẩm chăm sóc sức khỏe bùng nổ - Cơ hội ông lớn Báo Thanh Niên https://thanhnien.vn/thi-truong-sanpham-cham-soc-suc-khoe-bung-no-co-hoi-cua-nhung-ong-lon-post1442970.html UBM Malaysia (2018, May 21) Vietbeauty 2018 to Recognise Vietnam's Evolving Beauty Industry MARKETS INSIDERS 41 0 https://markets.businessinsider.com/news/stocks/vietbeauty-2018-to-recognisevietnam-s-evolving-beauty-industry-1025062079 EASY SALON (n.d.) Bảng giá dịch vụ chăm sóc da Spa chi tiết Retrieved May 1, 2022, from https://easysalon.vn/bang-gia-dich-vu-cham-soc-da-spa.html EUPHOREA (n.d.) Bảng giá Euphorea Boutique Retrieved May 1, 2022, from https://euphorea.vn/bang-gia-euphorea-boutique.html Viet, D (2021, October 11) Tổng hợp chi phí SEO website cho doanh nghiệp từ A đến Z Brands Vietnam https://www.brandsvietnam.com/congdong/topic/320707-Tonghop-chi-phi-SEO-website-cho-doanh-nghiep-tu-A-den-Z 42 0 APPENDIX 1: PROMOTION TIMELINE PROMOTION TIMELINE 2022  JUNE   JULY AUGUST SEPTEMBE R Setup fanpage, landing page, website Post content about brands and services via fanpage with a frequency of posts/week Organizing opening events at branches  Promote media and press articles in the first weeks of opening  Invite KOLs and influencers to experience the service  Sales promotion for the first weeks of opening with 25% discount  Build personal TikTok channels for employees  Hire micro KOLs to review products  Mid-Autumn Festival Promotion Event  Post on fanpage with frequency times/2 weeks, TikTok with frequency times/week  Change the interface of the website, fanpage according to the mid-autumn theme  Giving moon cakes to customers having membership cards  On National day, hold an event experience  Change the interface of the fanpage and website  Promote posting on fanpage week before and after the National Day  Video TikTok of the month towards ethnic content  TVC “Enhancing Vietnamese beauty” on September 2nd 43 0 OCTOBER  Hire mico KOLs to create small discussions about attentiongrabbing TVC  Create an event experience and discount (25%) for women on October 20th   NOVEMBER   DECEMBER Giving commissions to female customers Grateful for Vietnam Teachers' Day, 20% discount for customers who are teachers Giving away fountain pens to customers on November 20th Year-end gratitude to customers, free some accompanying services (for example, hair cut will be steamed for free) 2023 JANUARY  Create a spring opening event "Thanh Lọc Tâm Hồn, Khai Xuân Như Ý" with discounts for customers who already have a membership card  New year's lucky event, giving lucky money and wishes to customers when they arrive on January 22-29 (lunar calendar)  Change the interface of the website and fanpage according to the Lunar New Year theme  From February 1-10 in response to World Cancer Day, UniCare deducts 10% of profits to donate to the Bright Tomorrow fund  Organized a charity program on February 4th - World Cancer Day Get participants' hair to be made into wigs to send to patients Giving paper cranes and gratitude to customers participating in the program  On February 14th (Valentine’s Day) discounts for couples when coming to use the service  In addition, we will also take souvenir photos of couples using the service (especially salon service) and post them on the fanpage FEBRUARY 44 0  MARCH  Giving tulips to female customers  Hire micro KOLs to comment on Unicare's gifts on major holidays, increase the meaningful value of the brand and attract users' attention  TVC "Changing to Wake Up" on April 2nd, discounting all salon service packages  Promote fanpage and TịkTok posts focusing on the core value of TVC “Changing to Wake Up”  On the occasion of May 8th - Mother's Day, launched a 7-day event with the message "Not just one day - Yêu mẹ đâu ngày”, discounts on holistic therapy services for Vietnamese mothers  Promote social media posts with mother-oriented content, the meaning of Mother's day  Create service quality reviews and votes for the most popular service or customer surveys  Announces the positive reviews obtained since June on the fanpage with a commitment to always listen and develop service quality  TVC's 1-year-old birthday "Awaken Sustainable Beauty", sends gratitude to customers and frees massage service package for loyal customers APRIL MAY JUNE TVC "Return of Youth" on March 8th, 15% discount for all female customers JULY 45 0 APPENDIX 2: BUDGET BUDGET CATEGORY PRICE (VND) Construction of facilities 8.000.000.000 Grand Opening 100.000.000 Press and communication 50.000.000 Collaborate with KOLs, micro KOLs, influencers 600.000.000 Gifts for special occasions 7.000.000 Mini event on occasions 100.000.000 Create TVCs 360.000.000 Create content on social media 384.000.000 Other costs 403.400.000 TOTAL 9.620.400.000 46 0 47 0 GROUP MEMBER’S CONTRIBUTION Name ID Percent of Participating All Meeting Percent of Working Actively Percent of Work Productivity Percent of Total Mark Signature Le Dinh Phuong Khanh 20210 01520 30% 30% 40% 100% Khanh Luong Ai Lien 20210 00052 30% 30% 40% 100% Lien Vo Dao Phuong Mai 20210 01711 30% 30% 40% 100% Mai Nguyen Nhu Ngoc 20210 01576 30% 30% 40% 100% Ngoc Lam Gia Phu 20210 00082 30% 30% 40% 100% Phu 0 CHECK PLAGIARISM 0 ...MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING � FINAL EXAM ASSIGNMENT SECOND SEMESTER, 2022 SERVICES MARKETING Class code: 2121702052701 MARKETING PLAN FOR SERVICES OF UNICARE STARTUP. .. used in UniCare branches are embroidered or printed with the UniCare logo such as towels, gowns, slippers, etc to create uniformity and professionalism u Staff Uniform: All UniCare staff uniforms... operability of equipment and machinery in the process of providing the best experience for UniCare'' s customers 38 0 SECTION 5: CONCLUSION First of all, the report gives an overview of the UniCare