STITUATION ANALYSIS OF OMO DETERGENT

HANOI UNIVERSITY Faculty of Management and Tourism POM ASSIGNMENT REPORT STITUATION ANALYSIS OF OMO DETERGENT Tutor: Ms Nghiem Huyen Anh Class: Tut 2_AC Group 4’s members: Nguyễn Thị Lan _ 1004010045 Nguyễn Thị Phượng _ 1004010073 Nguyễn Thị Phương Thu _ 1007010255 Nguyễn Thị Phương Thùy_1004010073 Nguyễn Thị Thu Trang _ 1004010096 Hanoi, 05/04/2012 MAJOR ASSIGNMENT MARKING SCHEME (total: 200 marks) Name of Students in the group Nguyễn Thị Lan _ 1004010045 Nguyễn Thị Phượng _ 1004010073 Nguyễn Thị 1007010255 Phương Thu Nguyễn Thị Thùy_1004010073 _ Phương Nguyễn Thị Thu Trang _ 1004010096 Title of Assignment STITUATION ANALYSIS OF OMO DETERGENT Date Word count Criteria 5,400 Very Poor Poor OK Good Very Good Total Executive Summary 10 Company Analysis 20 Environmental Analysis 30 Competitor Analysis 25 Customer Analysis 30 Brand Analysis 40 SWOT Analysis 30 Conclusion 15 Tổng 200 Acknowledgement We wish to express our sincere gratitude to Mr Tuan Anh, the lecturer of Principle of Marketing subject for providing us an opportunity to this useful assignment Moreover, he gave us a guideline so clearly and sufficiently, making us easily to understand and this assignment Secondly, we want to give many thanks to our tutor Ms Huyen Anh, for your guidance and encouragement in carrying out this project work We also wish to express our gratitude to other members in our team and also in our class who rendered their help during the period of our project work and supported, shared with us lots of useful things to complete our assignment on time Last but not least, we would like to thank the authors on the internet and books with the convenient, easy to use and quickly transfer with more accurate and update information to help us this project more effectively TABLE OF CONTENTS Executive Summary .1 I Company Analysis II Environmental Analysis Economic Demographic Political Natural 5 Technological 6 Cultural III Competitor Analysis .7 IV Customer Analysis 10 V Brand Analysis .13 Review the product-life cycle of OMO 13 4P analysis 14 2.1 Production .14 a Product 14 b Product assortment 16 2.2 Price .16 2.3 Placement .19 2.4 Promotion .20 VI SWOT Analysis 21 VII Conclusion 24 References 26 EXECUTIVE SUMMARY In this situation analysis, we choose OMO - one of the most famous products of Unilever and also the leading brand of washing powder in Vietnam market as our research object This report aims to provide a gathering of relevant market information that needs to be examined before any market related decision is made In the first part called Company analysis, we will identify the company’s mission as well as the objectives that will guide the present and future development of the company together with its mission over the next 12 months Second, there will be an Environmental analysis which demonstrates external forces affecting the market With OMO, we investigate five macro environmental factors including economic, natural, technological, cultural and political Next, we assess strengths and weaknesses of current and potential competitors and make a compare between the position of OMO and its competitors, which are specifically Tide and Vi dan In the customer analysis, we describe four customer segments including: people who are usually exposed to more dirt, people who prefer expressing themselves and saving fabric conditioner, people who use washing machine and those who offer no detergent residue and their characteristics based on demographic, psychographic and behavioral segmentations After that, we go on with brand analysis in which we review OMO’s current performance and describe the current marketing strategy for the brand as well as offer some recommendations relating to the situation Last but not least, we summarize all the strengths, weaknesses, opportunities and threats of OMO Company and also determine some possible actions that are needed to deal with each area of the SWOT In the end, all of our key findings and recommendations are outlined and highlighted which can help this analysis more clarified and understandable I COMPANY ANALYSIS In recent year, the competition of Vietnamese companies and foreign companies was drastic, especially multinational firms, which present and dominant in Vietnam Among them, the one that should be mentioned is Unilever Unilever is one of the world leading multinational corporations in term of consumer goods with food and care products for personal hygiene and family Having been in Vietnam since 1995, this corporation has invested more than $ 120 million and became one of the most successful investors in our country with two fields which are specializing in personal care and household products (such as Lux, Viso, Soap, Lifebuoy, Dove, etc…) For those products of this company, we choose Omo, which is a leading brand of Vietnam washing-powder, to examine and analyze Along with the growth of country, the development of children is the first priority concern of society in general and of each family in particular According to this trend, Omo has chosen their mission which is aimed at children under slogan “Dirt is good” (http://www.unilever.com.vn) and this idea that “Dirt is good” is not simply a catchphrase for this company In fact, it lies at the core of Omo brand, going consistently through all brand activities and innovations In order to develop the company in line with its mission, Omo has two objectives: profit maximization and product quality leadership In the first place, company aims to provide the best quality product in the market, and therefore charges more than its competitors (http://tailieu.vn) Actually, Omo uses price to signal high quality in an attempt to position their product as the quality leader, making their company becomes leading brand of washing powder in Vietnam market In the second place, Omo charges high price for their product to have highest profit and to cover its costs Moreover, in order to get profit maximization, Omo also develops many activities that bring its product closer to the public by means of brand positioning; to be more precise, through PR activities (http://www.scribd.com) To apply these campaigns, this company uses advertising strategy “boomed” on television, newspaper and Internet In addition, they also make them more excited by associating with a series of marketing activities to promote the brand like” vui cung vet ban”, “Bi quyet cua me”, “Nang dong cung be”, etc (http://www.omovietnam.com) From that, Omo has achieved as the largest brand in Vietnam because it is not only in high quality, but also launched impressive campaigns such as “Dirt is good” or “White clothes Bright clothes II ENVIRONMENT ANALYSIS Economic Today, as the quality of life has been improved more and more along with higher income, many families use washing machines Therefore, OMO not only develops hand washing powder but also produces detergent for washing machine with features that overcome disadvantages when washing clothes by washing machine In addition, in recent years, inflation rate of Vietnam have been high, with the figure of 2010 and 2011 was 11.5% and 18.6% respectively (http://www.bbc.co.uk) Moreover, according to vnexpress, inflation rate of Vietnam in 2012 is predicted to be still high Beside, based on the figures of vneconomy.vn, we know that GDP growth rate of Vietnam tends to decrease, from 6.78% in 2010 to 5.89% in 2011 Also, the online newspaper nguoiduatin.vn showed that the unemployment rate in Vietnam has risen rapidly between 2010 and 2012 These figures demonstrate that Vietnamese economy has to cope with many difficulties and challenges ahead That result in many strong effects on consumer spending, therefore, influences many companies as well In the trend of poor development of the economy, consumers tend to spend less and save more For detergent product line, OMO is considered the best and most expensive one In the trend of poor development of the economy, consumers tend to spend less and save more Thus, it is possible that there are a large number of people will choose other products which are much cheaper than OMO This is one of the challenges facing OMO To deal with this problem, the company needs to create some strategies to adjust the price, retain current customers and attract more consumers by using promotion techniques They may decrease the current prices or produce a new washing powder with average price which is suitable for most customer segments Demographic Besides the extended family, there is an increase in the number of other family models such as nuclear family, single parent, married couple…leading to a big difference in consuming behaviors among different family models This affects marketing decision of OMO, the company need to make plans to meet the different needs of all types of family Additionally, Vietnam has a large scale population of 86 million people (13th world), with the increase of million each year (http://www.vietnamonline.com) Educational level of Vietnam is relatively high, especially in the urban areas Graduations rates from universities and colleges are quite high compared with other countries together with intellectual labors in Vietnam are good at technology Therefore, there are abundant and qualified human resources for OMO However, according to Vietnamese census throughout the years (http://en.wikipedia.org), the structure of Vietnam’s population is aging This fact influences adversely the company because the major customers that OMO aims at are children and youngsters With an aging population structure, the current products of OMO seem to be quite luxurious The middle-aged and older people may not want OMO and prefer other cheaper ones but still meet their needs and demands Political The legal system of Vietnam is more and more complete; particularly the policy of Vietnamese Government is to build an industrialized and modernized economy, creating favorable conditions for foreign companies like OMO-Unilever to promote investment and business Furthermore, Vietnam is a country of religious freedom, so the distribution and advertising of products are not strictly restricted as many other countries However, there are some obstacles resulted from the Trade law such as increase in tariff (http://ketnooi.com) Thus, the price product of OMO in Vietnam is still higher than many other countries and OMO is reckoned as the luxury good compared with other types of washing powder, so customers have more considerations in making decision This requires the company to set out reasonable pricing strategy for the market in Vietnam Natural Nowadays, resources supplying for the production have become exhausted In the case of powdering industry like OMO, their ingredients mostly come from crude oil like fat acid (pametic, oleic, stearic…) In recent years, the oil price goes up that leads to the rise in costs of inputs for production, causing the price of OMO increase (http://www.scribd.com) For nature, if we not take into account the impact of industry waste, that will be a shortage Of course, the company must follow the government laws, and take their responsibility to protect the environment and that will cost their product higher Unilever is successful with their waste treatment water process and that receive good feedbacks from society A good thing is there is none of information about increased pollution from the manufacturing of OMO, so OMO retains its reputation in the market in contrast to many other companies that were charged because of contaminating the environment Thus, consumers still puts their belief in OMO’s products It is good for OMO to reinforce their brand Technological Unilever is global leader in research and development, who believes that powerful vitality based innovations are crucial to delivering sustainable growth In 2008 Unilever appointed first chief research and development officer The Company spent 927 million Euros on R&D worldwide and also has five laboratories around the world that explore new thinking and techniques to help develop their products (http://www.ukessays.com) In particular, the emphasis on investment in technology development of Unilever has created beneficial conditions for the development of OMO There are many outstanding innovations for the products of OMO, namely: • In 2003, Omo is the first brand to provide detergent for machine wash Until now, OMO • Matic has been recommended by 80% of washing machine manufacturers in Vietnam In 2004 Omo launched break - through formulation which cleans dirt even in hard-to- • • • reach places In 2004, OMO launched Omo Bleach, which delivers safe bleach laundry In 2007, OMO Comfort with long lasting fragrant is introduced to consumers In 2009, with new enzyme formulation and super soaking technology, OMO can remove tougher stains more efficiently than ever before OMO is now known to Vietnamese people as stain – removal expert (http://www.unilever.com.vn) All these above innovations have extremely positive impacts on the development of OMO, helping manufacturing a wide range of new products, creating market opportunities; hence, OMO is increasingly closer to consumers Cultural Culture deeply influences consumers’ selection of products such as product usability, product features they need, design OMO has produced many product lines to meet the variety of needs: • Those who prefer white clean clothes: Clean White Omo, beating out 99% of stains • Groups of people who prefer pure white and fragrant to assert themselves, Unilever launched Thousands of Flowers Incense Omo, Omo matic 10 (Low) Graph: positioning of Omo, Tide and Lix The graph shows that compared to other brands in market, Omo and Tide is the most expensive detergent but ranked at the highest positon, while Lix is ranked at lower position with low quality and price IV CUSTOMER ANALYSIS The understanding of competitors is important but the understanding of customers is definitely necessary for the growth and survival of a company In order to meet customer’s needs and wants, Omo uses target marketing because it helps sellers to find their marketing opportunities more efficiently Based on target marketing, sellers can develop the right product for each target market and adjust their prices, distribution channels and advertising to reach the target market efficiently (Kotler et al, 2006) Therefore, we summarizes for customer segments of Omo and their characteristic that following variables as segmentation criteria in a table below: Customer Segment People who usually expose to more dirt Demographic Segmentation -income: middle income Customer’s Characteristics Psychographic Behavioral Segmentation Segmentation -lifestyle: - regular occasion • working - benefits sought: caring more about environment is quality of cleaning dirt stains • people are active - loyalty & readiness and easy to get stage: strong loyalty, sweat like aware product children - positive attitude toward product 14 People who prefer expressing themselves and save fabric conditioner People who use washing machine People who offer no detergent residues -income: middle income -personality: expressed yourselves through scent -income: higher income -lifestyle: not have time to hand washing -income: middle income - regular occasion - benefits sought: caring more about saving fabric conditioner, -readiness stage: aware product - regular occasion - benefits sought: caring more about the appropriateness between detergent and washing machine - readiness stage: aware product - regular occasion - benefits sought: disliked detergent residues in clothes - readiness stage: informed product Moreover, detergent is necessity in our life so customers will have variety-seeking buying behavior with low consumer involvement but significant perceived brand differences Hence, Omo, leader in detergent’s market share, should encourage habitual buying behavior by dominating shelf space, keep shelves fully stocked and running frequent reminder advertising (Kotler et al, 2006) V BRAND ANALYSIS 5.1 Review the product-life cycle of OMO 15 All producers want their product to have a long and happy life; although their products are not expected to sell forever, they want to get profit to cover all their efforts and risks Hence, each product has a life cycle (Kotler et al, 2006) Omo, now, has various types of products including Omo matic, Omo comfort, Omo bleach, Omo matic and Omo in liquid form to serve customer objects (http://www.unilever.com.vn) Some of those products are belong to maturity stage being Omo matic, Omo comfort, Omo bleach In this stage, many producers have numerous products to sell, which leads to greater competition and a slowdown in sales growth; to compete with others, they must enhance advertising campaign; improve quality, feature and style, (Kotler et al, 2006) As we can see that on the detergent market, Omo has been launching with a lot of new features such as Omo comfort, Omo matic Style of this product is also improved by adding more new colors like bright blue and orange Recently, producer has organized some projects towards the community such as project of clean planet; they also increase advertising concentrating on some programs like “cho be cung don tet”, “nang dong cung be” or “ vui cung vet ban” (http://www.omovietnam.com) In this stage, with product and marketing modifications, Omo has positioned successfully with the first brand in customer’s mind on Vietnam detergent market Additionally, Omo producer launched the newest product years ago; that is Omo in liquid form being in growth stage According to Kotler (2006), a lot of money will be spent on product improvement, promotion and distribution but giving up the maximum current profit and competition is unavoidable Although Omo washing water was launched on the market for a short time, it has attracted a lot of housewives by advertising, they are curious about new product and want to buy it for trial; they also share the experience of using on the media like newspaper 16 online (http://www.tin247.com) It is clear that advertising campaign for new product of Omo is extremely successful 5.2 4P analysis 5.2.1 Production a Product A product has three levels being core product, actual product and augmented product (Kotler et al, 2006) Hence, we analyze Omo in terms of those levels: Core product: Omo has bleach stain higher than other kinds of washing powder and can wash completely the dirty spot on clothes Actual product:  Brand: Omo is easy, short, catchy name to remember  Packaging: the packaging of Omo is very bright, prominent and catchy Traditional colors of Omo are red, white and deep blue Packaging has increasingly improved to make it convenient, the most aesthetical for users while preserving product best through time and space (http://www.scribd.com) New model of Omo has the image displayed on two sides of the package; besides the traditional color, there are more two colors being bright green and orange- splatwhich is the symbol of the dirty namely” learn to play” All are designed in a harmonious, friendly and lively style A remarkable new enhancement is no need 17 to cut package and can be easily torn by hand for using Omo also was packed in paper bag to protect environment  Size: Omo has various type of size: 400g, 800g, 1.5kg, 3kg, 4.5kg and 5boxes/barrel to meet customer needs and demand (http://www.scribd.com) • Augmented product:  Warranty: In recent years, Unilever Vietnam specially emphasis on anti- counterfeiting to protect consumer interests, intellectual property and reputation of Omo Products of company have “ stamp warranty” or “ logo warranty” to help users identify counterfeit goods (http://vietbao.vn)  Service: Omo Company has the center of caring customer to serve and consult consumers about their products.(omovietnam.com) To reinforce the belief of users, producers should provide more convenient service for customer For example, when people use product, they realize that they purchase a wrong or low quality product because of counterfeit good; they can return it and take a new one Product classifications On detergent market, since there are many types of products like Tide, Vi Dan, customers usually compare their quality, style, suitability, and price in the process of selection and purchase Therefore, Omo is considered as shopping product 18 b Product assortment The number of versions offered of each product in the line creates the depth in product mix decision Because Omo has some versions like Omo matic, Omo comfort or Omo in liquid form, Omo is the depth of product mix to satisfy users in segmentations To conclude, although Omo is a famous brand on the market now, producers face with the fierce competition; so they should improve their product more and more They might create more versions of Omo to diversify it or improve the service by delivering the close customer card for people who buy Omo regularly 5.2.2 Price OMO brand has set a target to reduce production costs in order to bring reasonable prices to consumers who have high and middle income Company has relied on small business in local to find alternative materials in place for import materials This decreases both the purchasing cost and tax rate Omo has been using product line pricing strategy which is when management must decide on the price steps to set between the various products in a line, based on cost differences between the products, customer evaluations of different features and competitors’ prices (Kotler et al, 2006) Omo matic, Omo comfort and Omo in liquid form are typical examples for various versions and different features Producers set the price for those products as follow: 19 Price Image Product information (VND) Omo Comfort 2in1 3kg Prodcucer: Unilever Vietnam Type: washing by hand Feature: save 118,000 VNĐ fragrance Omo Matic kg Producer: Unilever Vietnam Types: washing by machine 130,000VNĐ Feature: saving – less foam Omo in liquid form 1L Producer: Unilever Vietnam 58,000 VNĐ Type: washing by hand Feature: washing strongly 20 Omo matic in liquid form 1L Producer: Unilever Vietnam 58, 000 VNĐ Type: washing by machine Feature: washing strongly (http://thitruongvietnam.com.vn) Because prices between those versions not differ too much, all products have been preferred During the first years, Omo penetrated the market by using competition base pricing approach; the company kept the same price and qualities though increase in the price of the similar type of product due to the effect of increase price in raw materials and fuel This strategy helps Omo gain higher market share and compete with other competitors In 2002, the market witnessed price war between Omo and Tide and discount strategy was initiated at the beginning of August, 2002 P&G began the battle by decreasing Tide price from 8000d to 6000k per 400g package, Unilever immediately reacted by reducing the price of Omo from 7500d to 5500d per 500g package P&G continued to dance battle with discount from 6000d to 4500d for Tide of 400g while Unilever show the new method by courting agents “exhibiting a Omo package will receive 1000d”along with increased prices by reduce weight from 500gr to 400gr- 5500d In grocery stores, supermarkets, Omo brand flood the market The price of Tide and Omo drop by 30% than before respectively and consumers will have benefit first After months, two brands shook hand 21 and have together grown the price up to now From 2002 to now, price of Omo and Tide has increased by 10,000d/kg This strategy of Omo can help Omo develop more and more (http://www.scribd.com) 5.2.3 Placement Omo is divided into channels: Manufactures-> Retailer > Consumers Vietnam has 82 million people living in rural, accounting for 72 %; retail market is very complexity and the majority with more than 450,000 stores On the other hand, based on the buying habits of customers, company choose distribution channel through agents, supermarkets or distributors suitably Vietnamese has the buying habit everyday instead of going to supermarket at the weekend to buy goods for the whole week Unilever takes advantages of available channels as the market system, traders Since the general trend of Vietnamese today is increasingly closer to modern distribution channels such as supermarkets, company has implemented a strategy that distributes its product through retail supermarket such as Big C, Coop mart, Maximax system, etc Those supermarkets distribute directly product to the final clients by giving them to choose favorite and fit product Distribution is focused the final user, consumed in small amounts but regularly Manufacturer Wholesalers Retailers Final user With this channel, Omo is sold at the big commercial centers like Metro Binh Phu in HCMC or at other Metro system in major cities of Vietnam Here Omo is provided with the large amount 22 for retailers, and then put to final consumers This channel helps product line of Omo primarily directed to retailers in large quantity Manufacturer WholesalerJobber-Retailer Consumer Accomplished products are taken to the agents representing the company to conduct transactions with customers Distribution center is located in Binh Duong with modern equipment and scientific operating layout Goods after production will be gathered on this center, then shipped to dealers in Central (from Nha Trang southwards) and Southern, Western This is also a transit point from HCMC to Ha Noi and Da Nang So, distribution strategy is to expand the market, agents, increase the quantity and quality of channel distribution, but it creates more cost and the price of Omo will be higher in hand of customers (http://www.scribd.com) Among channels, channel is the most effective since it has only one intermediary and save more for transportation cost If producers want provide Omo with the lowest price for customers as possible, they should cut down the number of intermediaries 5.2.4 Promotion: Promotion is a series of mixtures of activity: Advertising, promotions, public relations, direct sales and direct marketing The selection of promotional tools to spread the image and the message is extremely important Ads on television, newspapers (Tuoi Tre, Thanh Nien), websites (http://www.omovietnam.com ) or the oral method are some programs which Unilever Vietnam has chosen to promote Omo Besides, the company also organized programs establishing study promotion funds for poor children in each Omo package Specially, the Omo’s ads programs usually use the image of the family as a son always remembers his wearing with a white sun-scented laundry by his mother and this is create a good effect for Vietnamese As a result, customers pay more attention for Omo Omo also constantly organizes and implements some programs to work with customers For example, program “Hoc dieu hay ngai gi vet ban” with the goal of creating opinion to support the 23 “Omo – ao trang ngoi sang tuong lai”; games of skill and chance “Nang dong cung be” support to Omo’s slogan “Ngai gi vet ban” Besides, Omo is known as a leading brand with many social activities In these, poverty reduction is the most outstanding activity: Omo has developed the project “Omo mai đo am tinh xuan,” helping build nearly 300 houses in 37 districts of five poorest provinces in Vietnam: Lai Chau, Bac Kan, Cao Bang, Quang Tri, Quang Nam (http://hanoimoi.com.vn) OMO recently deployed a “Cleaner Planet Plan” which related to environmental protection - an issue that is concerned of everyone Therefore, instead of promoting the brand, hold and reward customer, get consumers to ‘load up’ on a mature product, they have created the brand awareness for clients By implementing some consumer promotion tools, Unilever drew a lot of attentions and received many positive responses for the company as well as the brand VI SWOT ANALYSIS Strengths Consider Possible actions Good reputation Remain and develop its Increase quality, reduce reputation price to satisfy customer needs, develop marketing activities, participate more in public activities - Increase budget for Researching activities and Emphasize on and invest more research and innovation developing technology are in research and innovation department effective - Know the need and want of consumers; Identify customer segments or sub24 segments to have the policy that for each type of detergent having various price and sizes - Recruit more excellent experts - Successful advertising and PR Organize some Develop and innovation those programs to find campaigns campaigns talents in advertising - sector Improve technology’s knowledge for staff by some trainees Weaknesses Reinforce service system - Open more caring - centers for customer Have some service Inconvenient service along with purchasing for example: closer customer card Identify ways to use material, - Apply more technology, labor, capital more effectively machine Price is still high in comparison in to customer segment of low income in Viet Nam - 25 manufacturing Train workers ‘skills regularly and increase reward level for workers working effectively order to increase in ability of workers Opportunities Abundant and qualified human Provide more trainee Improve intellectual resource programs associated with knowledge and practical skills colleges and universities Threats In the context of greater Remain and develop its - Research market and demand of consumers, Detergent market in Viet Nam now is very aggressive position in the market and develop strategies to meet customer ‘s mind customer ‘s needs Differentiate the - company’s courses and offer superior values to the partners Viet Nam’s population gets old Identify ways to avoid surplus Research market and predict in future future demand from now in future when demand lower 26 Employees may be dissatisfied Identify the level of salary Find the suitable salary level which the company can pay to and increase salary for with their current wage level because of inflation make employees more satisfied employees timely by asking VII but still increase total profit accounting department and thanks to benefits from wage other related departments work efficiency together Conclusion To summarize, in Vietnam detergent market, at this time, OMO is the leader detergent with good quality, friendly image, and impressive promotion programs However, to prepare the best for the unpredicted future, Omo has to pay attention and predict to changes in behavior of external environment, strengths and weaknesses of its competitors, especially Tide and the needs and wants of customers, hence, taking proactive approach They should spend more concern about positioning their brand through develop strategies for product, price, placement and promotion In order to solve OMO’s weaknesses, develop and preserve their strong points, take opportunities and cope with threats, we outline some specific recommendations as follow: 27  Survey opinions of customers to investigate what they need and want, hence, developing and exploit new innovative products that satisfy customers  Opening more caring service for customers; publish closer customer cards for groups use large products of Omo and have some incentive programs for owners  Build trainee programs for third and forth student of universities Those programs can be informed through internal personnel, website of Omo and youth union of universities Two or three months in summer vacation should be chose to recruit  Hold or sponsor summer camping for children from – 14 ages In those camps, children will play many games After that, there should be a game for them that related to washing clothes by using Omo Provide incentive programs for personnel in inflation stage It can be increasing wage or if they not afford to that, they can give combo of two or three products of Unilever at the end of each month, or organized tourist trips REFERENCES Anh Quân, 2010, ‘Tăng 28 ... Unilever and also the leading brand of washing powder in Vietnam market as our research object This report aims to provide a gathering of relevant market information that needs to be examined before... also has some indirect competitors such as Amway, SA8, Magic clean and so forth Actually, in this report, we will represent the effect of two biggest direct competitors, Tide and Lix, on the development