Microenvironment
The Company
Mrs Nguyen Thi Bich Van has officially been the chairman of Unilever Vietnam since 2017 With more than 25 years working at Unilever, she has made significant contributions to the management plan's design, ensuring that the departments can work together effectively Today she and 1500 other employees continuously makes efforts to accomplish Unilever’s mission: “Striving for a better Vietnam”
To realize that goal, Unilever’s R&D centres invents new products and improves existing products to delight Vietnamese consumers It costs them more than 300 million dollars to invest in the Vietnam market As a result, more and more Unilever’s products including Dove shampoo are well known toVietnamese people.
The Supplier
Dove has a strong base of reliable suppliers of raw material to help the company overcome any supply chain bottlenecks Dove cooperates with their partners: Firmenich and Givaudan They are Swiss multinational manufacturer of flavours, fragrances and active cosmetic ingredients As of 2017, these are also the 2 largest companies in the world in the flavour and fragrance industries Beside that, In Vietnam, Unilever- parent company of Dove, is currently purchasing some key raw materials from Vinachem and Vinachem's
Figure 1 First chairwomen of Unilever Vietnam
I MICROENVIRONMENT member companies This also contributes to more consistent and long-term supply of production materials for Dove.
Intermediaries
Up to now, Unilever has more than 150 distributors and 300.000 retailers nationwide Their wholesalers are some popular supermarkets in Vietnam such as: Lottemart, Coopmart, GO, Mega Market… Besides these big markets, Dove is also distributed to retailers like Vinmart, Bach hoa xanh, Circle K and some grocery stores, local markets in customers’ area In recent years, Dove also has a strong system of e-retailers like Shoppee, Lazada, Tiki…
Figure 4 Popular E-commerce Figure 2 Supermarket in Vietnam Figure 3 Convenience store in Vietnam
The main mode of transportation is trucks and containers Since 1995, Unilever has established Lever Haso and Lever Viso to manufacture and distribute personal care products at affordable prices to Vietnamese consumers They want to ensure that their product can be delivered to mountainous and rural areas and everywhere in Vietnam.
Although Unilever has their own Marketing department, they still cooperate with many prestigious agencies such as WPP, Omnicom and Interpublic
Competitors
Dove's average price in the same product segment is extremely high when compared to its main competitors like Clear and Sunsilk This is a significant disadvantage for Dove in the Vietnam market.
Besides, Vietnam has a hot and humid climate, with high temperatures in most parts of the country This is why dandruff-cleaning shampoos are needed. While Dove’s products just focus on restoring and moisturizing, Clear has quickly developed a number of anti-dandruff and cooling shampoos As a result, Clear's products dominate the market in central and southern Vietnam.
Apart from the tagline "Real Beauty," Dove hasn't had a slogan that has had a huge impact on Vietnamese consumers Sunsilk, for example, uses experts in its TV commercials to increase the brand's verifiability in the face of so many hair care companies competing with it This demonstrates that Dove needs to invest more in TVC in order to reach a larger range of users.
Figure 5 A survey made by Q&Me
Publics
In 2017, Dove faced criticism in its shower gel ad The advertising content shows a black girl wearing a dark brown t-shirt, after she takes it off, she turns into a white girl with a completely different look After being released, this ad made thousands of people angry, calling for a boycott of Dove shower gel because they thought the ad was racist This brand was forced to change the brand name of its top-selling skin-lightening product in India from "Fair &Lovely" to "Glow & Lovely", after public outcry over negative stereotypes against people with dark skin This scandal made Dove understand the importance of the general public’s reaction to their brand.
Customers
Customer-centricity is Dove's guiding principle Two main customers of Dove in the market are reseller and consumer Dove products are suitable for both men and women in the different age groups However, most of Dove's consumers are young, independent and affluent women between the ages of
18 and 34 Customer-centricity is Dove's guiding principle The brand has launched many campaigns over the last decades to educate customers about
Figure 6 Dove's controversial advertisement changing people’s social perceptions, especially women Therefore, Dove’s products try to influence people both physically and emotionally.
The current population of Vietnam is approximately 98 million based on the latest General Statistics Office data in April 2021 68% of the population is the age of 15-64 and half of the number is the people below 34 This shows that the population of Vietnam today is a young population and has a large labor force This is one of the potential markets for Dove to grow its business As of April 2019, the number of urban centers in the country has increased to 830. The urbanization rate of the country is estimated to reach about 40% by the end of 2019 This proves that more and more citizens want to access urban living environments instead of rural areas Dove can fully take advantage of this to increase human resources as well as reach more consumers As a result, Dove is increasing output, particularly in Hanoi and Ho Chi Minh city in order to meet rising urban demand
The Vietnamese economy is rapidly changing with remarkable speed In Covid
19, Vietnam’s economy has remained resilient, expanding by 2.9% in 2020,
Macroenvironment
Demographic environment
The current population of Vietnam is approximately 98 million based on the latest General Statistics Office data in April 2021 68% of the population is the age of 15-64 and half of the number is the people below 34 This shows that the population of Vietnam today is a young population and has a large labor force This is one of the potential markets for Dove to grow its business As ofApril 2019, the number of urban centers in the country has increased to 830.The urbanization rate of the country is estimated to reach about 40% by the end of 2019 This proves that more and more citizens want to access urban living environments instead of rural areas Dove can fully take advantage of this to increase human resources as well as reach more consumers As a result, Dove is increasing output, particularly in Hanoi and Ho Chi Minh city in order to meet rising urban demand.
Economic environment
The Vietnamese economy is rapidly changing with remarkable speed In Covid
19, Vietnam’s economy has remained resilient, expanding by 2.9% in 2020,
Figure 7 Nielsen Vietnam research 2020 one of the highest growth rates in the world and growth is expected to reach 6.5% in 2021 Despite cutting spending on food services, travel, luxury shopping and entertainment, Vietnamese consumers tend to have a higher demand for health care and personal hygiene products According to research by Nielsen Vietnam in 2020, the personal care product category is one of the categories with increased consumption during the time of Covid 19 Beside that, the standard of living of people in big cities is becoming better and better.With higher income, the price of personal care products will become less of a priority and instead, quality is more important.
Natural environment
According to Dove’s company, the majority of the resources are agricultural raw materials As a result, the natural environment plays a critical role in Dove production However, concerns about environmental sustainability have steadily increased in recent years Our natural resources, particularly nonrenewable sources such as oil, coal, and natural gas are rapidly depleting in the environment Awaring this problem, Dove is trying to transport their products from road to rail and sea to reduce their environmental impact In response to ecological concern, they are also investing in more sustainable plastic choices to reduce the use of virgin plastic, using alternative materials and packaging innovations for their products
The Technological environment
Unilever's products are easily provided to consumers at low cost and in a short time thanks to current science and technology This improves the company's reputation and leads to a significant growth in profitability.
On the other hand, technological innovation in each product is vitally important in the 4.0 technology era This will be the deciding factor in Dove's ability to compete with larger competitors Dove, in particular, works with
Research and Development professionals and dermatologists to develop advanced technologies and ingredients for signature Dove care.
Cultural environment
Vietnamese women have always favored black, long, bouncy, lustrous hair and smooth, bright skin, which is a symbol of Asian beauty Natural elements have traditionally been appreciated by Vietnamese women as a source of beauty The more society develops, the more women tend to look for natural things Recognizing this demand, Dove has constantly promoted production as well as widely communicated on the mass media about their products to be able to reach closer to Vietnamese customers Typically, Dove has launched a set of products called Dove Nourishing Secret with lotus extract and rice water– two natural ingredients that are close to Vietnam’s tradition.
Political and social environment
Due to the appearance of various foreign brands in Vietnam, the Vietnamese government has enacted a number of laws to encourage Vietnamese citizens to support our country by purchasing Vietnamese goods, such as the
"Vietnamese people use Vietnamese goods" program These laws have a significant impact on how customers shop
In 2010, working closely with the Vietnamese government, global Unilever launched its Sustainable Development Plan (USLP) which aims to double growth, halving environmental impact and enhancing positive social effect They have set practical goals such as: Committed to bettering the lives of Vietnam's 20 million people by increasing sanitation and health for all, minimizing the environmental impact of production and commercial activities, as well as product consumption…
Both urban and rural area
CHILDREN TEENAGER ADULTS MIDDLE-AGE
10 years old 13-17 years old 18-40 years old 40-65 years old
Gender Male and female Female Female
Income Financially dependent Financially dependent Middle to high
Status Single/Dating Single/Dating/Marri- ed/Have kids Married/Have kids or grandchild
Student Student Student/Working Working/retire
Social Class Financially dependent Middle and upper class
Lifestyle Depend on their parents Energetic, pay more attention to their Busy with work and Busy with work
Segmentation
0 SEGMENTATION-TARGETING-POSITIONING appearance family
Open-minded and family Stable Healthy
Like eye- catching product, cartoon character
Depend on their parents Medium Medium High
Occasion Depend on their parents
Daily use, sale-off, gift on Teacher’s/Mother’s Day
Daily use, sale-off, gift for coworker
Daily use, sale- off, gift
E-commerce platforms, convenience stores, supermarket
Online, supermarket, grocery store, market
User status Mostly first-time users
Potential users First-time users Regular users
Usage rate Quite high Medium to high Medium to high
(switch and gain experiences by using different products)
Nourish bouncy and lustrous hair
Long lasting scent, take care and keep color for chemically treated
Treat hair loss, long lasting and relaxing scent, nourishing hair
Dove focuses on differentiated marketing strategy so that they can provide a wide range of products suitable for each skin and hair problem according to different genders and ages For example, in the same shampoo and body wash segment, there are 3 different lines specifically for men, women, and babies Particularly for shampoo products for women, there are 5 main types:
- "Dove nutritive solutions intensive repair" for women with weak, split ends, damaged hair
- "Dove nutritive solutions oxygen moisture" is suitable for dry and flat hair, helps to nourish hair soft, bouncy but not sticky.
- "Dove nourishing secrets thickening ritual" for thin, flat hair, helps to moisturize and plump hair.
- "Dove nourishing secrets glowing ritual" is suitable for handling dry, frizzy hair, making it shiny and straight.
- "Dove nourishing secrets hair boost ritual" helps protect hair from damage and breakage, for naturally strong hair.
Targeting
Target Strategy
Dove focuses on differentiated marketing strategy so that they can provide a wide range of products suitable for each skin and hair problem according to different genders and ages For example, in the same shampoo and body wash segment, there are 3 different lines specifically for men, women, and babies Particularly for shampoo products for women, there are 5 main types:
- "Dove nutritive solutions intensive repair" for women with weak, split ends, damaged hair
- "Dove nutritive solutions oxygen moisture" is suitable for dry and flat hair, helps to nourish hair soft, bouncy but not sticky.
- "Dove nourishing secrets thickening ritual" for thin, flat hair, helps to moisturize and plump hair.
- "Dove nourishing secrets glowing ritual" is suitable for handling dry, frizzy hair, making it shiny and straight.
- "Dove nourishing secrets hair boost ritual" helps protect hair from damage and breakage, for naturally strong hair.
Based on 5 different types of shampoos being sold in the Vietnamese market,Dove is using differentiated marketing to reach a diverse range of customers and dominate the shampoo market.
Target market
Dove shows that their main target market is women between the ages of 20 and 45, who are already financially independent and have a middle or high income This target market is women of mature age who especially care about their appearance and are willing to spend money on beauty products Dove's products are quite expensive compared to other brands on the market.Therefore, women with a high average income will often have easier access to their products On the other hand, women of this age are those who have given birth, are giving birth or intend to have children The stage they will usually begin to have changes in appearance, especially the skin and hair So the arrival of Dove will be a good solution for them.
Positioning
According to the positioning map, Dove has a high qualified product line at a reasonable price Tresemme, on the other hand, is regarded as high quality but has a much higher price than Dove According to an online survey, Dove's popularity among female clients is barely 15% Mid-priced but high-quality shampoos like Clear and Sunsilk, on the other hand, accounted for 22% and
18 percent of the market, respectively Dove needs to develop even more to compete with these competitors in the long run because their competitors know how to please their clients by offering low-cost, high-quality products.
Dove positioned itself as a brand that appreciates realistic beauty standards by building consumers self-confidence, self-esteem and self-acceptance They are always committed to bringing Vietnamese women real experiences, real values to awaken the beauty in each person Dove is different from other competitors by focusing on the real thing: not trying to become better but being aware of true beauty No other brand in its category has authentically achieved this and Dove has gained a competitive advantage in this category due to this smart positioning strategy “Dove is an oasis of calm in a sea of hysterical voices telling women to obsess over their imperfections.”
Product
Type of product
Dove’s products are convenient products because they belong to the personal care category which is used for regular human demand As a result,it’s purchased with little planning, little comparison and high shopping effort.
Individual product and service decision
Dove always focuses on their product attributes They made a strong positioning through their unique product attributes Dove always claims that their product is moisturizing, milky cream, with soft lather, less fragrance, and there are no side effects All of the products are made focusing on benign and mild Name of the product, tagline, logo and everything is focusing feminine simplicity and so Dove can easily capture the concentration of women.
DOVE means dove, a kind of bird that is known as a symbol of peace, happiness and pure beauty It has a simple, easy to remember name that is easily attracted to women who appreciate beauty and femininity Moreover,
"DOVE" is also a unique name that captures the core of the product and brand identity After more than 50 years, the name DOVE has remained firmly in the market, and is still consistent with the company values built from the first days: taking care of real beauty, respecting and cherishing women.
After 4 times of logo changes, the current logo of dove is a combination of the dove symbol and the name of the company It is one of the most popular and widely recognized logos in the cosmetics industry Like any other brand, DOVE takes advantage of the logo's recognizable ability anywhere, on product packaging, in sponsorship events, internal events That way of doing it invisibly creates a connection between the logo and the brand personality.
Dove is always remembered by customers with the slogan "Vietnam's No.1 Damaged Hair Care Shampoo'' This is a simple slogan that strikes the Vietnamese mind, who often buy things based on crowd psychology, feelings and expert advice Through many campaigns, this is still a smart slogan that Dove applies to increase their value and attract customers As a result, Dove is still maintained in the top 10 most trusted shampoos used by Vietnamese women
Dove is a case study in applying a Brand Extension strategy to expand their influence Dove has long been known for its skin and hair care products.Starting with the first soaps, Dove began to develop its strengths with fast- moving personal beauty products such as shampoos, body washes,conditioners, deodorants and facial cleansers More than just women's products, Dove is also starting to reach a wider audience with Dove Men+ Care for men and Baby Dove for babies Although it can bring many risks, in general,this strategy has brought benefits to Dove, it has both increased brand image,increased customer recognition, and above all, it also brings a variety of choices selected for Dove customers.
In addition, Dove also applies the Line Extension strategy to its product lines.For example, the same shampoo product has many functions and scents dedicated to different hair conditions, shower gels and conditioners have different sizes and weights depending on the needs of each customer This shows that Dove knows how to take advantage of its reputation and customer research to come up with the right product lines.
Product mix
Number of different product lines carried by Unilever are divided in 5 main lines of products
Body washes Deodorant Shampoo Conditioner Facial Cleansers
Body washes Deodorant Shampoo Conditioner Facial Cleansers
Product Life Cycle
• Introduction stage: The products have been launched in the market but the people are not aware of the product
• Growth stage: In this stage, the consumers will be aware of the product through the promotion of the product which can be done in many ways Then sales will increase Despite the fact that Dove Shampoo entered its growth stage later compared to its competitors, its sales have skyrocketed.
• Maturity stage: This is the stage where product sales are at a stable level.
Dove both focuses on giving customers a soft and shiny hair, while constantly launching new products that give consumers more choices
• Decline stage: This is the time Dove has to make changes to their products.
At this time, Dove should have promotions such as buy 1 get 1 free or gifts when buying products In addition, Dove also needs to expand its product lines more such as body wash, facial cleanser, body lotion,
Figure 8 Dove’s Product Life Cycle
Price
Pricing Method
Due to late market penetration, Dove has adopted competition-based pricing with the aim of gaining market share from competitors Dove shampoos of Unilever have the similar strengths as Pantene of P&G Both brands are for the middle class, use for damaged hair and receive many positive comments from customers Both products have similar quality Therefore, Dove cannot set higher prices than Pantene without losing their customers Instead of that, the price of Dove shampoos is similar to Pantene shampoos, which Dove and Pantene cost about 70,000VND and 65,000 VND respectively for 330ml shampoos However, compared to other brands such as Rejoice, Doublerich and Enchanteur, the price of Dove is higher than all of them Although Dove’s products are priced a bit higher, its qualitative products have been a great help to the brand Besides, women claim that they are willing to spend more money on personal care products that will help in enhancing their beauty.
Pricing Strategies
Dove choose broad strategy of Market - penetration pricing
Dove is one of the well-known shampoo brands since its first product launch in Vietnam By reducing the product's selling price to a lower price than competitors at the time of launch, then with a low price, more people will be known and willing to try the product After a while, this will bring a large amount of customers to the brand
At Dove, there are two types of competitive pricing strategies That is:
Product line pricing is pricing different products within the same product range. For example, Dove’s deep moisturizing shower gel (530g) is priced at 123,500 VND, a bit lower than the Dove moisturizing body wash (530g), Dove skin lightening body wash (530g), Dove skin regenerating shower gel (530g) for 149,000VND
Bundle pricing means offering a product at a cheaper price if a customer buys more of the same product line.
For example, a bottle of Dove Damage Repair Shampoo (640g) costs 125,000 VND If the Customer buys two bottles, the price will be 230,000 VND.
As another example, when a customer buys a bottle of Dove Damage Repair Shampoo (640g) for VND 125,000 and a bottle of Dove Conditioner (620g) for VND 125,000 If customers buy two bottles, the price will be 230,000 VND
Promotional Pricing: According to Nielsen 2020, during Covid-19 pandemic, 39% Vietnamese people tend to purchase from online shopping channels frequently Therefore, Dove has immediately adopted promotional pricing to increase their short-run sales By using this price strategy, Dove will temporarily price their products below list price or even below cost For example, Dove uses flash sales on Shopee to promote consumer’s purchasing with preferential prices Besides, Dove’s shampoo and shower gel are promotionally priced on Shopee’s sale party to attract the young in buying their products.
Place
Channel Design Decision
Because of being owned by Unilever, Dove also uses intensive distribution strategy in order to provide their product to consumers around the world Using this strategy means stocking the product in as many outlets as possible InVietnam, Dove’s products are not sold by official agents of the company Instead, they are displayed from offline to online channels For example,Dove’s shampoos are distributed and widely sold in almost supermarkets,grocery stores and E-commerce sites In the survey launched in 2012 about the shampoo market in Vietnam, about 51 percent of the total number of consumers normally buys shampoo in the supermarket, while approximately 29 percent of total consumers prefer buying in grocery stores (Vinaresearch2012).This shows that Dove not only adopts successfully this strategy based onVietnamese buying habits, but also takes advantage of creating favorable conditions for consumers to buy their products.
Promotion
Promotion Mix
According to a survey by Dove, more than 60% of women are not confident with their body.
Dove knows how to make all of its advertising campaigns as close to customers as possible Dove has no representative faces, no A-list stars in commercials, the main characters in their advertisement are ordinary women In its most recent promotional campaign, Dove used portraits of "real" women instead of the gorgeous models that are often praised by other brands.
In advertisement to celebrate Vietnamese women's day named “Ngẫu hứng đời thường” in 2020, the people in the TVC are ordinary Vietnamese women with a variety of personalities They can be girls in their twenties, housewives, mothers, business women or even the women who do manual work No matter who they are, they all shine with their own beautiful hair This meaningful message of Dove has moved many viewers, reached 13 million views on
Youtube and once again honored the natural beauty of Vietnamese women.
In the Vietnam market, besides many effective
Figure 9 "Ngẫu hứng đời thường" campaign to celebrate Vietnamese women's day traditional advertising vehicles such as TV ads, Print ads, Web ads Dove is also bolder in collaborating with beauty bloggers, KOLs or other brands to promote interaction on its social networking sites In 2020, Dove Vietnam cooperated with brands such as Shopee, Merzy, and beauty blogger Linh Truong to promote makeup remover products The combination of Misoa, An Phuong, Man Tien and Guardian for deodorant cream The collaborations through this livestream have brought about a very good interaction effect on Dove Vietnam's fanpage, with the livestream reaching the milestone of 23,000 comments and thousands of online viewers More than 50% of the comments are mostly positive feedback about Dove products, the rest are people who intend to use Dove based on those positive feedback.
In mid-2018, Dove Vietnam launched a 4-minute TVC with the message:
"Being yourself is easier when you have someone by your side" The content ofTVC is three girls with three different hair stories, always longing for sympathy from their mother Then through those confidants, the mothers asked to have the same hair as their daughters With the story from the hair, Dove hopes that mother and daughter will always be close friends so that the girls can be themselves, knowing that their mother will always understand and support them This TVC is considered as one of Dove's best TVCs in the Vietnamese market up to now because it is a very strong psychological hit to viewers The proof is that the views of this video have reached more than 12 million views, 14.000 likes and hundreds of positive comments Because of that, Dove has created a very different impression in the hearts of customers and increased brand’s recognition.
In 2020, Dove continues to make an impression in the community with the campaign
"Courage is beautiful'' - a campaign honoring the heroes who are the doctors and nurses on the front lines against the Covid-19 epidemic, fighting day and night despite the marks from wearing a mask that criss crossed their face Instead of erasing those marks, through 'Courage is Beautiful', Dove wants to turn them into symbols of bravery, and convey the meaning of beauty Dove does not flaunt
Figure 11 Dove meaningful advertisement about mother and daughter in 2018
Figure 12 Dove’s humanitarian campaign about the spirit of doctors and nurses during the pandemic billion-dollar campaigns, nor openly sponsor any events What Dove brings is the contribution of spiritual values, both encouraging and supporting women to believe in themselves and be confident with the beauty they have This has brought a very good PR effect to Dove, making Dove's good images appear on the pages of newspapers and magazines, impressing customers in the most skillful way.
Although not as popular as previous tools, personal selling is an option that Dove considers investing in their booth activations or brand’s events This is a tool helping reach new audiences that haven't yet interacted with the brand, learn their needs, interests, and collect consumer feedback It is also an opportunity for Dove to increase brand recognition Personal selling is a chance to bring new experience to customers, affirm brand value, thereby creating intimacy with them Although the disadvantage of this tool is quite expensive, it can reach deeper with the potential customers and expand the target audience.
Dove also uses sales promotion to encourage the purchase or sales of a product or a service in a short time Examples of sales promotion are found everywhere such as in magazines, supermarkets or anywhere that attract customer attention Besides, sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response.
Final buyer is one of the objectives targeted by Dove For example, in 2020, Dove launched a series of attractive promotions such as giving out free samples combined with shampoo to not only encourage their customers to quickly buy the product, but also make a chance for trying another one In addition, on annual Black Friday, Dove releases many attractive coupons on supermarket shelves or on E-commerce channels
Trade promotion can persuade resellers like Lottemart, Coopmart, Bach hoa xanh… to give them shelf space, promote their product in advertising and push it to consumers This is a mutually beneficial agreement guaranteed by offering price-off, allowances and so on.
Promotion Mix Strategies
Push: In push strategy, Dove gives many attractive offers to their resellers such as discounting for huge purchases, offering free goods to retailers and wholesalers or giving them specialty advertising items like bags and pillows Besides, the Dove manufacturer or service provider always has a team of professional staff available such as: sales support, supervision, area manager in order to convince the agents to sell their products to customers After receiving an offer from Dove, these resellers will promote their products through advertising, personal selling to grab consumer’s attention.
Pull: In the pull marketing strategy, in addition to some meaningful campaigns above that spread Dove's reputation Dove also brings customers closer to them with attractive promotions Every time Dove launches new products, on major holidays or every time they want to thank their customers, Dove will have buy 1 get 1 free programs, buy combos with cheaper prices, gifts included with purchase, and most commonly discount vouchers on e-commerce platforms Dove uses this strategy very often in order to capture customer visibility in supermarkets, markets and grocery stores Since most Vietnamese consumers, especially housewives, all prefer to have a gift included every time they buy an item.
Figure 14 Some of Dove’s promotion to attract customers
In the Vietnam market, consumers always consider when they pay a high price for Dove's product Almost all Dove's products target from the middle to high income segment, which makes Dove less popular than its competitors such as Clear and Sunsilk For example, Sunsilk shampoo has the same quality compared to Dove ones, however, its price is cheaper than Dove’s This is the reason why Vietnamese people having low income can easily afford to pay for Sunsilk’s products instead of Dove Therefore, Dove should have a suitable price adjustment strategy to attract people from many segments.
Dove has always been known for its moisturizing abilities However, Dove's products only focus on moisturizing body skin and hair care With the current beauty trend, women are interested in moisturizing facial products such as moisturizing lotion, moisturizer cream With its impressive moisturizing ability, Dove should diversify its product line and expand its focus on facial care items.
Vietnam is considered as one of potential markets for the beauty industry in Asia Thus, the demand for using beauty and personal care products is rising annually On the Dove USA product list, there are many products meeting Vietnamese people's needs but are not available in Vietnam such as Instant Foaming Body Wash used for sensitive skin or Men Care collection Dove should expand their product line to create more market share in Vietnam.
Dove should promote advertising in the Vietnamese market more strongly. Regarding advertising, Dove should invest in its ads to appear more on TV along with popular TV channels such as VTV3, HTV7 ; cooperate more with famous people, especially the influencers to create more quality ads In terms of public relations, in the Vietnamese market, Dove should have more meaningful activities for the community, be it charity programs, volunteering sessions, workshops on hair care and health care or scholarship funds named Dove like other brands often do In addition, Dove should also spend more in sponsoring TV game shows or music videos of famous singers Currently in Vietnam is the emerging social network tiktok, Dove should take this opportunity to advertise their products on the tiktok platform to reach more audiences This is the easiest way to get the attention and trust of customers.
Maple holistics: Dove Company History and Review: Real Beauty, Real Soap!
(16.11.2016) https://blog.mapleholistics.com/blog/dove-company-history-and-review-real-beauty- real-soap/? fbclid=IwAR2yGekkexhjfpfHnWDiPTU4qPj9moq7meSeXPlQ786sDXFXhFcTu4WFksI
Dove Official Website https://www.dove.com/us/en/stories/about-dove.html? fbclid=IwAR2y3t4bmbC95KnyoMRNqTBiaNIJ14Y1pgK3tnFi1lqnhQOrILvejMU2H-8
Marketing AI: “Chiến dịch cảm động của Dove giúp mẹ và con gái xích lại gần nhau” (10.05.2018) https://marketingai.admicro.vn/chien-dich-cam-dong-cua-dove/? fbclid=IwAR0cLSpdsbcS2cPQN9FPMMuoxkK8c6gebGLfJF1ep11aHVd2VU5GEqwEI e4
Brands Vietnam: “Chiến dịch Dove "Vẻ đẹp thực sự": Sự cộng hưởng của những tiếng nói thứ ba” (08.03.2013) https://www.brandsvietnam.com/1308-Chien-dich-Dove-Ve-dep-thuc-su-Su-cong- huong-cua-nhung-tieng-noi-thu-ba?fbclid=IwAR1L-
CRQAkiNMPKMkEUK8UmKXiffLFV9GN7dB26qaVjGZsUDtH1JkTg_H0U
Brands Vietnam: “Cannes Lions 2021: Dove giành được 1 giải Grand Prix, 1 giải Gold và 2 giải Silver với ‘Courage is beautiful” (23.06.2021) https://www.brandsvietnam.com/congdong/topic/318443-Cannes-Lions-2021-Dove- gianh-duoc-1-giai-Grand-Prix-1-giai-Gold-va-2-giai-Silver-voi-Courage-is-beautiful
?fbclid=IwAR3anogOcjPZHlxhX_UM7TqfnXdK03CiVCh6jaV3PXqDiTMVundi70Qp6nI
TronHouse: “DOVE - 15 NĂM MỘT HÀNH TRÌNH ĐỒNG HÀNH CÙNG PHỤ NỮ TOÀN THẾ GIỚI” (03.03.2020) https://tronhouse.com/dove-15-nam-mo t-hanh-t rinh-dong-hanh-cung-phu-nu-toan- the-gioi-p8882?
REFERENCES fbclid=IwAR08MR50ysY_SMb6RcdI1ugHn970Cz4pOzpd7Mi_vhQT5fT5V0M6Ve7yQ UQ
TopVietreview: “Thương hiệu mỹ phẩm Dove” (08.04.2021) https://topvietreview.com/thuong-hieu-my-pham-dove-top-viet/? fbclid=IwAR3Q81PFikL0oQeRmx3B8ZZB4H-IkddowUjn62_tV-ouFd-Zv6cfa9kQ5hE
Q&Me: “Ý kiến của 1000 người Việt Nam về các nhãn hiệu dầu gội đầu” https://qandme.net/vi/baibaocao/Cac-nhan-hieu-dau-goi-dau-pho-bien-nhat-tren- thitruong-hang-tieu-dung-Viet-Nam.html/
Unilever Official Website https://www.unilever.com.vn/news/news-and-features/2018/guong-mat-moi-cua- Unilever-Viet-Nam.html
Dichvusieuthi: “Thông tin phân phối Unilever Việt Nam, thống lĩnh thị phần”
(01.07.2019) https://profit500.vn/Thong-tin-doanh-nghiep/CONG-TY-TNHH-QUOC-TE-UNILEVER- VIET-NAM-Chart 18-2021.html https://www.elle.vn/elle-network/brand/dove
Avada.io: “Dove Marketing Strategy: How Dove became the voice of women” https://avada.io/resources/dove-marketing-strategy.html
Marketing91: “Marketing Strategy of Dove” (16.06.2018) https://www.marketing91.com/marketing-strategy-of-dove/ https://shopee.vn/unilever_international?categoryId0630&itemId69129981
Bach hoa xanh Website https://www.bachhoaxanh.com/dau-goi-dove
BẢNG ĐÁNH GIÁ ĐÓNG GÓP VÀ MIÊU TẢ CÔNG VIỆC