(TIỂU LUẬN) SITUATION ANALYSIS REPORT LIFEBUOY HAND SANITIZER

SITUATION ANALYSIS REPORT LIFEBUOY HAND SANITIZER MKTG1205 – MARKETING PRINCIPLE Semester C – 2021 Class: Group 10 – Thursday, a.m to 11 a.m Lecturer: Ms Sang Hua Team: Word count: 4597 words TEAM MEMBERS: Nguyen Phung Tuyet Nhi – s3891657 Mirco environment Le Nguyen Phuc Tuong – s391174 Targeting + Conclusion Huynh Le Bao Tran – s3914430 Positioning + Differentiation Nguyen Duc Vinh – s3911756 SWOT analysis Nguyen Trong Nhan – s3911738 Marco environment Bui Hoang Dang Khoa – s3891432 Introduction + Segmentation TABLE OF CONTENT I INTRODUCTION .2 Company description 2 Product description II MARKET ENVIRONMENT .2 Micro environment 1.1 Marketing intermediaries 1.2 Customers 1.3 Competitors 1.4 Public Macro environment 2.1 Demographics 2.2 Economic 2.3 Natural environment 2.4 Technology 2.5 Culture environment 2.6 Political III SWOT ANALYSIS .6 Strenghts Weakness Opportunites Weakness IV CUSTOMER-DRIVEN MARKETING STRATEGY (STDP) .7 Segmentation Targeting Differentiation Positioning V CONCLUSION 12 VI REFERENCE 12 VII APPENDICES 16 I INTRODUCTION COMPANY DESCRIPTION 1.1 Company’s information Unilever Vietnam is one of Vietnam's most successful FMCG companies According to Vietnam Credit, the company is one of the top three most preferred brand owners in Vietnam's urban and rural areas (Vietnam Credit 2021) They possess a number of well-known brands in three primary categories, including home care, personal care, and food goods In 1995, the company entered the Vietnamese market Unilever's 25-year journey has resulted in iconic brands such as OMO, Lifebuoy, Knorr, Sunsilk, and Clear being household names in Vietnam (Unilever Vietnam n.d) 1.2 Mission Statment For customers: To satisfy people's basic nutritional, hygienic, and personal care needs with products to make them feel well, look good, and get something out of life for a suitable price (Young, J 2017) For employees: Devoted to creating a safe and happy work environment, supporting people's physical, mental, and emotional well-being, and assisting them in achieving their particular goals (Unilever 2021) For society: "The Plastic Reborn " Unilever believes that through the campaign to increase awareness and encourage people to work together to protect the environment (Unilever Vietnam 2021) Product Description In the face of the complicated development of the covid-19 pandemic, one of the ways to protect health is to wash hands properly and often Lifebuoy launches a product that is gel hand sanitizer, which is an effective solution for people to wash their hands at any time According to Kantar World Panel (2021), Lifebuoy is one of the top 10 most preferred brand owners in Vietnam's urban and rural areas in the Health and Beauty sector 2.1 Market share According to Passport (2021), in 2020, Unilever Vietnam has consistently had the largest retail value market share of mass beauty and personal care market sales, with a market share of 29 percent (Appendix 1) Furthermore, Lifebuoy accounted for the highest share of total brand is percent (Appendix 2) 2.2 Brand awareness Lifebuoy invests a significant amount of money on marketing to create meaningful projects Especially in the pandemic, Lifebuoy made a campaign called “Protecting Vietnam from covid-19, is in your hand” The meaningful message from Lifebuoy has reached everyone from children to the elderly, raising awareness of hand washing to protect health II MARKET ENVIRONMENT Micro environment 1.1 Marketing Intermediaries a Reseller Lifebuoy's hand sanitizers are extensively supplied through current distribution channels such as supermarkets, convenience stores, and mini-marts Pursuant to Deloitte (2019), supermarket chains account for the biggest percentage of customers (66%) (Appendix 3) In addition, Lifebuoy is ranked 3rd and 5th in urban and rural areas, respectively, in the Kantar Brand Footprint ranking (2020) b Marketing service agency Lifebuoy collaborates with The A List (Vietnam's largest cooperative surfing network KOLS) to release the music video "Lifebuoy has not, Lifebuoy gone," which features two well-known singers Dong Nhi and Ong Cao Thang In this moment of social separation, everyone being at home means regularly accessing social networks, and Lifebuoy truly grasped the corn at the right time Quan AP (Vietnamese singer) garnered over 49,000 likes, 58,000 comments, and 11,300 shares during his broadcast (The Influencer) These figures demonstrate that Lifebuoy is getting better at reaching out to clients Lifebuoy and other KOLS covered the song in various styles to promote the campaign Finally, the relationship with KOLs propelled the campaign to the 8th position in the BIS (Buzzmetrics social media rankings) with 300,000 interactive buzzes According to Buzzmetrics (2021), these initiatives actually assisted Lifebuoy in increasing its viral score to 0.78 (Appendix 4), indicating that more and more users are becoming aware of Lifebuoy's products 1.2 Customers Consumer market: Lifebuoy is a hygiene product aimed at everyone, with the objective "For a healthier Vietnam" (Lifebuoy Vietnam) and a range of smells to provide customers with additional options Lifebuoy primarily targets children with its "help children turn 5" campaign (Lifebuoy Vietnam), as these are the most susceptible to infection Lifebuoy hand sanitizers eliminate 99.9% of bacteria in seconds, protecting youngsters from germs When a difficult covid pandemic occurs, hand sanitizer is an incredibly important product that must be used on a daily basis Lifebuoy has added vitamin E with moisturizing properties to help prevent dry hands when exposed to alcohol on a regular basis, following this trend (Lifebuoy Vietnam) 1.3 Competitors a Direct competitors In 2020, lifebuoy holds 3rd place in Kantar's most chosen FMCG brand ranking In addition, Lifebuoy is still facing competition from the domestic market In 2020, Lixco company launched the On1 hand sanitizer line with natural ingredients, thanks to the newly launched product, it helped the company's revenue increase by more than 5% compared to the plan (Lixco Annual Report 2020, page 6) On1 hand, sanitizer quickly reaches consumers thanks to its affordable price, a 500ml bottle is priced at 50,000 VND (Shopee Vietnam) Meanwhile, with the same capacity, Lifebuoy has a higher selling price of 64,000 VND for bottle of hand sanitizer (Shopee Vietnam) Not only at affordable prices, but On1 also combines natural ingredients to create different scents (On1 Vietnam), helping consumers, especially housewives, have more Lots of fresh options b Indirect competitors In addition, lifebuoy must compete with a number of other FMCG items The Dettol brand, which is regarded as the world's number one germicidal brand (Vietnam Plus) has introduced antibacterial wet wipes It's tough to refute this product's convenience, as it allows users to clean both their hands and the surfaces they come into contact with The unique feature of this product is that it is fully alcohol-free while killing 99.9% of microorganisms (Dettol Vietnam) 1.4 Publics a General public In 2017, Kantar Worldpanel announced Lifebuoy was one of the five most popular Unilever brands in the health and beauty care category in both urban and rural Vietnam Since 2008, Unilever Vietnam Foundation has cooperated with the Ministry of Health to celebrate “Global Handwashing Day” with soap with the goal of reducing the risk of disease spread and raising awareness of the importance of hand washing Through the ceremony, the Lifebuoy brand committed to taking action to increase the rate of people washing their hands regularly Lifebuoy has extended their importance in people's lives Lifebuoy successfully launched the Infection change system campaign in 2019 with the support of Google technology, which lets provinces to report the epidemic state with pinpoint accuracy Through Warc, every month, 3.5 million mothers are forewarned about sickness as a result of this campaign This campaign won a Gold cup for ‘Innovation' and ‘Location-based services/targeting’ at Smarties Vietnam 2019 b Media public There were 47.65 million Vietnamese users of social media in 2017 and this number is expected to grow to approximately 34.28 million users by 2025 (Appendix 5) According to Statista ( 2021), in Vietnam, around 72 million people actively use social networking platforms, with social network users accounting for two-thirds of the entire population, allowing social networks to become a more popular primary communication between businesses and customers The fact that Lifebuoy Vietnam's Fanpage (2021) has 275k followers and 273k likes is one of the factors that contributes to Lifebuoy's ability to connect consumers with meaningful marketing In March 2020, Lifebuoy announced a campaign to film a cover video of the hand washing dance in order to raise funds for the construction of "100 field handwashing stations - For a Healthy Vietnam." The hashtag of 100 lifebuoy handwashing stations was widely circulated on social networking platforms such as Facebook and Tiktok, attracting 46,000 participants and 70,000 recordings (Advertising Vietnam) Not only were 113 hand washing stations erected as a result of this initiative, but it also raised awareness about the importance of proper hand hygiene in preventing disease Marco environment 2.1 Demographics Worldometer reported that Vietnam's population is currently about 97 million people, ranked 15th worldwide, of which urban population accounts for 37% and agricultural population accounts for 63% Besides, in the period 2010-2020, the fertility rate tends to increase slightly from 1.9 to 2.1, which also means that the group of children tends to increase The increase of this target group will likely lead to an increase in consumer demand, creating a great opportunity for the FMCG sector Because this is an age that is easily vulnerable to external environmental influences, specifically, there are from 50,000 to 100,000 cases of TCM each year because personal hygiene measures are not really effective fruit Through demographic numbers, this is a great potential opportunity for Lifebuoy to develop its brand and promote its mission to the community 2.2 Economic Since the pandemic Covid 19 occurred, it has had a serious impact on the Vietnamese economy, specifically, GDP has decreased to 2.5% in 2020 (Passport 2021), the unemployment rate has increased slightly to 2.27% in 2020 (Appendix 6) Despite the COVID-19 outbreak, in 2020, the size of the economy at current prices preliminarily reached 6,293.1 trillion VND; GDP per capita attained 64.5 million VND, equivalent to 2,779 USD, an increase of 65 USD compared to 2019 quite low but showing an optimistic background for the Vietnamese economy (Statistical summary book of Vietnam 2020, p1 09)) In particular, the increased proportion of people consuming health products accounts for the consumption of hygiene-related products which has increased since the outbreak of covid 19 This has not stopped promoting antibacterial products to increase suddenly According to data from Statista (2020) have sanitizer increased by 1065% and hand alone accounts for 96% so Lifebuoy should focus on diversified handwashing products to meet market demand (Appendix 7).This shows that users have spent more on hygiene products, which helps Lifebuoy to expand its product distribution scale and open up abundant profits when the epidemic is still complicated and consumption is still high 1.3 Natural Environment The Ministry of Industry and Trade of Vietnam has announced the amount of plastic waste in Vietnam is about 1.8 million tons of plastic waste each year According to Statistics, only 10% of that plastic waste is recycled after use Most of the waste will be buried or discharged directly into the environment This has had a direct negative impact on the land and water environment Therefore, Lifebuoy in particular, or Unilever in general has committed to reducing its plastic waste in the following years For example, Unilever's plastic packaging could be 100% recycled or naturally biodegradable or set a goal to collect and process 600,000 tons of plastic waste per year by 2025 1.4 Technology In Vietnam, the application of technology to any product is extremely difficult because the technology is still very outdated, has not been invested much, and the product quality is uneven According to WEF's 2017 global competitiveness ranking, Vietnam ranks 55th out of 134 ranked countries However, in the last few years, Unilever, more specifically Lifebuoy has had a successful invention of creating Activ Naturol Shield technology This is a combination of natural substances and the best cleaning technology, its effect is 10 times better protection in just 10 seconds to help the body fight bacteria or pathogens Products from this technology have no side effects, suitable for all skin types 2.5 Cultural Environment The report of the World Bank shows that the percentage of Vietnamese people who have good hygiene habits is still very low, only 13% and not often only after "key-moments" The report also indicates that improper hand washing also prevents bacteria from remaining and is the main cause of infection Also, the difficult situation in the face of a shortage of clean water is up to 30% in schools where mainly soap products are used to wash away bacteria.To alleviate user anxiety, Lifebuoy has introduced a new generation of hand sanitizer with a 10-second use time When children's awareness of body hygiene is still low, this product is appropriate for them The use of this new product aids in the removal of bacteria, making it easier for mountainous areas or sanitary works that have not been repaired and have many limitations in accessing water sources Besides capturing the psychology of consumers who like the mild fragrance of products, lifebuoy has launched many product lines with multi-scents This affects the psychology of consumers when the target audience is still children and women are the main ones Culture has a great impact on the consumption process of consumers and in Vietnam too - Consumption habits and behavior: + In addition to buying at the market or at convenient selling points, Vietnamese consumers also change their buying behavior at supermarkets, convenience stores, etc In particular, they will take advantage of shopping more often when available promotions Consumers care more about the safety of the product than the price of the product In times of price storms, consumers are loyal to brands as well as the type and size of packaging of everyday consumer goods that they often use + Vietnamese people are who easily accept new and innovative views, have a welcoming attitude to new things as long as these new things are suitable for their way of life and thinking + They like to use new products, always new, the better with improved quality, even when they don't know a certain product, the problem of promoting the company's products is not too much many difficulties, because Vietnamese people are very curious, the company when conducting promotion, advertising just needs to stimulate their curiosity, the product will also be successful + In addition, the company also realizes that Vietnamese people's preferences are very diverse, very suitable for the company's rich product categories, Vietnamese people not like a particular color, like China likes Red as the color of happiness, Vietnamese people are generally diverse and not exclude something related to aesthetics, except in cases related to their fine customs and traditions On the other hand, the company also intends to learn and understand more about these issues when it hires Vietnamese people to work and joint ventures with Vietnamese partners - On cultural issues: + Religion: Vietnam is a religiously free country, so the coordination and promotion of products are not as strict as some other Asian countries + The role of the company's target customers in society: Unilever's products are mostly consumer products for family activities such as shampoo, shower gel, toothpaste, soap, etc This helps us to realize that the company's customers are majority women Understanding the extremely important role of women in the domestic market in Vietnamese families, therefore, in its product promotion programs, the company focuses on emphasizing that its products The company will always accompany Vietnamese women in taking care of and protecting their family's health Convenience and good quality products are always the top criteria of women in shopping choices In addition, the company also focuses its business on young people, who are more independent, liberal and confident than before They will be the ones to make decisions for most issues in life, including choosing to buy consumer products 2.6 Political/Legal Environment Since Vietnam joined the WTO, the Government of Vietnam has always encouraged foreign businesses to enter Vietnam, especially in areas where Vietnam has advantages such as labor, natural resources, etc to help Vietnam in the process of industrialization Because there is only one Party, Vietnam is a politically stable country, people have a positive perception and opinion about foreign direct investment and value these companies, so building and forming a long-term business strategy in Vietnam is completely grounded In addition, the company will have a better understanding of the investment law as well as the business environment in Vietnam in general when the company hires local people to work for them, so when forming a business strategy, the main issue is: There are no problems with the company's rule and law, no big obstacles The only thing that the company has to deal with and be careful about in the law when formulating its strategy is the issue of labor and the regime for employees, because the Vietnamese government is very concerned about this issue and the public The company has learned lessons from other foreign companies on these issues in Vietnam Legal system and legal documents: Vietnam's legal system is changing in line with fluctuations and integrating more deeply into the world Many laws have been introduced in accordance with reality With the right to freedom of business, the Vietnamese law has the 2005 Enterprise Law and the 2005 Investment Law This system of laws is being supplemented in accordance with reality Regulations on product production, brand name, ingredients, product's uses, production date and expiry date, etc Especially, before the product is circulated on the market, all manufacturers are required to comply with regulations must be tested by the authorities In particular, products directly related to human health need to be inspected by the Ministry of Health III SWOT ANALYSIS Strenghts  Lifebuoy has a more than 100-year history of development, and its distinctive emblem has gained the trust of users  Lifebuoy can reach a large number of customers and enhance earnings by having a large number of distributors distributed around the country  Organizing several campaigns and volunteer activities adds significant value to the community since customers trust the product  Cooperate with the Ministry of Health and large corporations such as Google to disseminate and market products using data-driven campaigns  By collaborating with well-known shows and performers, a good marketing agency may attract a big number of people  Purchases are influenced by social media propaganda and statuses that attract a big number of people Weakness     Official storefront in Vietnam, depending on retailers too heavily will result in a poor customer experience and a shift in consumer preferences With the average income, product costs are proportional to the number of individuals, hence Lifebuoy cannot create products that are extremely profitable There will be some difficulties in product development due to the fact that technology has not yet matured The head office and customer service office have yet to be established, putting the company at a disadvantage in terms of fast client service Opportunity          Possible on an e-commerce platform that allows customers to purchase items online during a pandemic With over 1065 percent hand sanitizer and 96 percent soap, the hygiene market is increasing strongly during the covid outbreak, giving the company an advantage (Statista 2020) Vietnam's population is growing at a rate of 2.1 percent per year, resulting in a plentiful supply Because Vietnam is a relatively young market, investing there offers to open up a lucrative opportunity Vietnamese shoppers are drawn to promotional products, discounts, and vivid colors As a result, lifebuoy will be able to exploit this to attract new customers Consumption of sanitary products has risen since the covid 19 epidemic This hasn't ceased selling antimicrobial goods So Lifebuoy should focus on various hand washing products to suit market demand Hand sanitizer with only 10 seconds of sterilization helps create a breakthrough for places with poor hygiene problems Using friendly materials and ensuring environmental regulations will help lifebuoy gain trust and long life If lifebuoy intends to build in Vietnam, it will be supported by the government as well as the labor cost is not too high, which will help lifebuoy have great potential Threats    Lifebuoy now has to compete against a slew of new and old competitors, including FMCG hand and Lixco As a result, rivals appear to prevail in biotechnology by utilizing herbal chemicals to disinfect their products, giving them a nice odor and also lower price With the presence of Dettol can reduce the profit of lifebouy with more compact and efficient paper products Due to the language barrier, customers will find it difficult to use Lifebuoy IV CUSTOMER-DRIVEN MARKETING STRATEGY (STDP) Segmentation SEGMEN T GEOGRAPHIC DEMOGRAPHI C BEHAVIOURAL PSYCHOLOGICAL Age: 25-45 Personality Occasion: Millennial mothers modern Children of millennial parents modern Live mostly throughout Vietnam's cities and suburbs, especially areas with cases of covid years old Gender: female Family size: 3-4 people Education: High school or University Marriage status: married, have kids Income: middle - high income Occupation: Teacher, Offices jobs, Boss traits: Open-mind Care their family Aware of potential illnesses that hurt their child's wellbeing Lifestyle: Healthy, Housework Care quality more than price Trying to strike a balance between job and family life is difficult Wash hands daily After touching things in public Before eating and cooking Age: 3-18 years old Gender: Both Income: Parent support financial Occupation: Students Personality traits: Naughty Dutiful Good-hearted Obey Lifestyle: Outdoor activities No patience Do not care much about health Occasion: Wash hand daily Before eating Aftertouch something in public After using bathroom and playing Loyalty status: low Benefit sought: Protect health Loyalty status: medium to heavy Tageting The differentiated marketing (segmentation) of Lifebuoy sanitizer is focused not only on providing products that protect people from bacteria and viruses, but also on beautiful packaging design Lifebuoy is well aware of the consumer market and the current state of the world, so it has effectively adjusted the company's strategy to serve everyone The first segment of this product is to serve doctors and nurses on the front lines against the epidemic Due to frequent exposure to F0, they will prioritize products with high safety and convenience In September 2020, Lifebouy donated more than 68,000 bottles of hand soap and more than 48,000 bottles of hand sanitizer (total value up to VND 11 billion) to hospitals in Vietnam to help the country fight the epidemic However, this is also considered a "weapon" of Lifebouy because it has created a trust for the Vietnamese people, bringing the brand to every home, helping to increase sales According to WARC (2019), the second segment is aimed at modern housewives, and they are also the main target group They prioritize products that are of high quality and bring convenience to them Therefore, with the trust of doctors in the first segment, these women will trust that Lifebuoy's products will protect their families In addition, they are also interested in the design of Lifebuoy's hand sanitizer gel products to attract children, teach them to protect themselves from viruses In general, this segment is considered as potential customers with high demand for the brand's products Differentiation 3.1 Product differentiation Different from other brands, Lifebuoy created many products about both home care and personal care Therefore, this company is fruitful when it develops daily products which become indispensable According to 1000logos.net, the most distinguishing feature is the two primary colors, red and white, which allow buyers to easily identify this brand among a plethora of others These hues come from the heritage to modern, emphasizing Lifebuoy’s exceptionality Unlike the Lifebuoy’s hand washes, which has too many flavor options, Lifebuoy hand sanitizer concentrates primarily on natural aroma and is nonirritating, making it acceptable for individuals of all age Lifebuoy claimed that their products contained specific ingredients such as vitamin E, which helps prevent chapped and dry hands Furthermore, hand sanitizer comes in a variety of sizes, ranging from small packs that may be easily transported to school or work to 1.1l household versions, with the price from 40.000vnd to 259.000vnd (Lifebuoy Vietnam) 3.2 Image differentiation Compare with others in the hand sanitizer market, Lifebuoy usually attachs special importance to the image and promation of their product Thus, when it comes to special Vietnamese events, this business has created several advertisements and campaigns At the beginning of 2021, because of its profound implications, the significant campaign named “10 vạn đôi tay sạch, chắp nên muôn nguyện cầu” made a lot of imprints in the customer-heart They appeal to customer’s self-consciousness, urging them to wash their hands regularly as the epidemic worsens With full fluctuation after 2020, their image will cover many perspectives, otherwise, it will miss certain key goals In addition, their image is frequently altered throughout time with the seasonally uinque tag bags Cute accessories captivate not only youngsters but also young people and adults, who are drawn to a range of tag bags For instance, Lifebuoy Vietnam released the superhero version, DC collection for youngsters, Tet edition for Vietnamese Traditional Tet, etc The safety4all design for PRIDE month, in particular, includes many profound understandings It is not only about the creative marketing about the right love of all people and genders, but also about the distance between many people during the lockdown 10 At the first quarantine time, Lifebuoy Vietnam sponsors of the trend “Vũ điệu rửa tay - Ghen cô vy” which attracts attention from both domestic and foreign clients About months ago, Lifebuoy started a new trend called “Lifebuoy chưa? Lifebuoy đi!”, the major goals of this trend is to raise brand awareness and to remind people to wash their hands Hence, they choose method that inviting two renowed couple singers (Dong Nhi and Ong Cao Thang) to sing their song and organizing a cover and giving a reward for the best As a result, this campaign is in both the “BSI Top5 Campaigns THUỘC NHĨM NGÀNH HÀNG TRUYỀN THƠNG TRÊN SOCIAL MEDIA THÁNG 08/2021” and “BSI Top10 Campaigns NỔI BẬT NHẤT TRÊN SOCIAL MEDIA THÁNG 08/2021” (Buzzetrics Social Index Top 10) Positioning 11 IV.1 Positioning map Previously, despite Lifebuoy's hand market leader, it market share for dry hand large new brands are after using dry consumers begin sanitizer with which serve the hands for the result, in order to demand, Lifebuoy larger box size done it again, leadership in the industry The hand sanitizer is the fact that sanitizer was still the tended to lose because the market sanitizer was so Furthermore, many joining this market; hand sanitizer, to prefer hand larger pack sizes, goal of washing entire family As a meet market must provide a And Lifebuoy has reaffirming its hand sanitizer quality of Lifebuoy higher than previously, especially during quarantine The price and the convenience are two of the most standard for decision-making This map illustrates the comparision between Lifebuoy and other direct competitors through its position, Greengross Both have good costs, however Lifebuoy is a little bit more expensive; the Greencross and Lifebuoy products have prices per 100ml of 30.000vnd and 40.000vnd, respectively (Hasaki) Furthermore, the size of these products is critical People have more alternatives with Lifebuoy than with Greencross because it comes in a range of sizes and the amount of vitamin E which can prevent dry hands whenever they consume This leads to individuals have a lot of options when they purchase it Especially, people can use it at home or take it with them, it becomes more convenient IV.2 Value position Lifebuoy's positioning strategy is "more for the same," implying that this Lifebuoy hand sanitizer offers more advantages for the same price as Greencross The most significant distinction between these brands' hand sanitizers is the pack size, which Lifebuoy possesses Another benefit is the vitamin in the ingredients that it can help people, particularly girls and women, avoid dry hands when they need to apply it regularly during Covid-19 V CONCLUSION In short, Lifebouy has proven its position in the market of household products It is one of the leading companies in human safety They grasp the needs of housewives and the general situation of the world, so they have provided consumers with products with "fashion trends", quality, and affordable prices This has brought high profits to the company and helped the company grow stronger In addition, Unilever's products aim to be household-friendly and maintain a shared responsibility for environmental protection However, in the near future, Lifebuoy will likely have to compete with rival companies like Safeguard Therefore, Lifebouy should focus on creating new products of better quality and achieving the goal of environmental protection as soon as possible VI REFERENCES 1000logos 2021, ‘LIFEBUOY LOGO’, 1000logos, 24 June, viewed 14 November 2021 12 Amit Thakur & Nhan Mai 2021, ‘How Lifebuoy Vietnam navigated COVID-19: An interview with Amit Thakur and Ngọc Nhân Mai’, WARC, April, viewed 20 November 2021, Bao Ngoc 2020, ‘Lifebuoy scores a hat-trick at the global 2020 MMA SMARTIES with a disease control campaign’, Advertising Vietnam, 10 December, viewed 20 November 2021, Buzzmetrics 2021, ‘Top 10 Chiến dịch bật social media T8/2021’, Buzzmetrics, 27 September, viewed 14 November 2021, Brands Vietnam 2021, ‘Tháng Tự Hào năm COVID-19, Lifebuoy kể chuyện thành công từ câu nói “Đợi đến lúc an toàn”?’, Brands Vietnam, 30 June, viewed 14 November 2021 Cleanipedia 2021, Unilever and the work of reducing plastic waste in Vietnam for a green - clean beautiful environment, Unilever Vietnam, January, viewed 22 November 2021, Deloitte 2019, ‘Retail in Vietnam | Navigating the digital retail landscape’, Deloitte, n.d, viewed 26 November 2021, Dinh 2021, ‘Casestudy: Hành trình đưa “Lifebuoy Chưa? 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Panmore Institute', Panmore Institute, October, viewed 23 November 2021, VII Appendices: Appendix 1: Company share, 2021 16 Appendix 2: Brand share, 2021 17 Appendix 3: Preference for different purchasing channels for cosmetics and personal hygiene products, 2018 Appendix 4: BSI Top 10 Campaigns August 2021, 2021 18 Appendix 5: Forecast of the number of social media users in Vietnam from 2017 to 2025 (in millions), 2021 19 Appendix 6: Vietnam: Unemployment rate from 1999 to 2020, 2021 Appendix 7: Market growth of personal hygiene products among urban consumers in Vietnam in 2020, 2021 20 Appendix 8: Top most highlights on social media group of traditional products august 2021, 2021 Appendix 9: BSI Top 10 highlights social media campaign agust 2021, 2021 21 ... Lifebuoy Vietnam 2021, Lifebuoy dry hand sanitizer gel launched in Vietnam, Lifebuoy Vietnam, n.d, viewed 22... Lifebuoy India 2019, Lifebuoy Antibacterial Hand Sanitizer, homepages, Lifebuoy India, n.d, viewed 27 November 2021, ... industry The hand sanitizer is the fact that sanitizer was still the tended to lose because the market sanitizer was so Furthermore, many joining this market; hand sanitizer, to prefer hand larger