Untitled MKT308 Individual assignment Nguyen Thi Huong OMO Digital Marketing (mkt308) Individual Assignment Topic Choose one product in one country to analyse the digital marketing channels or a campa[.]
MKT308-Individual assignment-Nguyen Thi Huong-OMO Digital Marketing (mkt308) Individual Assignment Topic: Choose one product in one country to analyse the digital marketing channels or a campaign using to promote it -Subject: Digital Marketing (MKT308) Lecturer: Đào Cẩm Thủy Name: Nguyễn Thị Hường Student ID: HS140203 Term: Summer 2021 Class: MKT1406 TABLE OF CONTENTS I.Introduction 1.1.Short profile of that product 1.2 Target customers and target markets 1.3 Aims: list digital channels or a digital campaign II.Body part 2.1.Analyse the consumer behavior (needs, wants) of that product 2.2 Analyse the structure of digital channels/campaign 2.3 Analyse the contents of each channel 2.4 Analyse the images of each channel 2.5 Evaluate the achievements of that campaign 2 8 11 23 25 III Conclusion 26 IV References 26 I.Introduction 1.1.Short profile of that product Referring to washing powder or washing liquid 100% Vietnamese people will immediately think of OMO brand of washing powder A brand that has been present in the Vietnamese market for more than 15 years, no other brand can surpass it OMO is a product of Unilever, a global corporation of the UK and the Netherlands that is world famous in the field of manufacturing consumer chemical and cosmetic products… Unilever Vietnam was established in 1995 and OMO washing powder is a favorite product of Unilever in Vietnam Right after coming into operation in 1995 Unilever's famous products such as Omo, Sunsilk, Clear, Dove, Pond's, Close-up, Cornetto, Paddle Pop, Lipton, Knorr with traditional Vietnamese brands of Viso, and P/S have been widely introduced And with the advantage of perfect quality and reasonable prices that are affordable for Vietnamese consumers, these brands have quickly become the most consumed items in the Vietnamese market and together with that Unilever was quickly profitable About the brand OMO Vietnam, OMO is a product line of Unilever's personal and home care products that are popular in Vietnam as well as around the world With the main ingredients such as sodium sulfate, linear sodium, sodium carbonate, sodium silicate, water, aromatics, odorants, Omo is considered a brand of high quality washing powder, suitable for Vietnamese people people, attestation The quality of a product is not only communicated through advertising and marketing, but is also evaluated by consumers In 2003, OMO was the first brand in the Vietnamese market to provide detergent for washing machines Omo combines three factors: the safety of the hand skin, the bleaching degree and the aroma of the detergent into one product launched to the market, which has attracted the love of the product Since 2004, OMO Tet was launched and became one of the core product lines in OMO's business and meaning Also in the same year, OMO launched a new formula that can clean even stains in difficult-to-clean places and become an expert in removing the most stubborn stains In 2007, OMO Comfort launched with a combination of long-lasting fragrance and effective stain removal In 2009, OMO released a new enzyme formula and technology that penetrates deeply into each fiber Up to now, OMO accounts for over 60% of the washing powder market share in Vietnam, 98% of Vietnamese households have used Omo at least once 1.2 Target customers and target markets ➢ Target customers Urban scale and density: OMO mainly attacks big cities and towns throughout the country Because this is an attractive and profitable market The population density in these regions is relatively large, the consumption demand for laundry products is high Gender: includes both male and female However, the target audience is mainly housewives, who are the main decision makers in choosing brands of consumer products for the family Specifically, when choosing a brand of washing powder for the family, the factor they are interested in is washing ability, so OMO chooses its main function as the ability to wash and remove stains Age: all subjects have the need to use the product But still targeting customers 18 years of age or older, who are adults, have a job and a stable income or are married Income: a relatively stable level of income, depending on the extent to which consumers choose different weights Occupation: high-income, stable occupations such as office workers, doctors, etc In addition, OMO also targets those who work in easily soiled environments to demonstrate their superior washing ability His strengths as mechanical engineer, construction engineer… ➢ Target markets OMO chooses its target market as the middle and high income consumer market The scale and growth of this market segment is quite high, with high consumption because the demand for laundry detergent is very large, and the profit level brought by this market is very high This segment of the market is dominated by housewives with fluctuating loyalty levels Therefore, when entering the Vietnamese market, OMO believes that an effective positioning strategy can help the company gain a large market share and achieve high profits On the other hand, this customer group also has a relative loyalty to habitual consumer products, so the brands are well positioned in the minds of consumers The product's target market is poor families and low-income residents who require cleaners at cheaper prices However, the product has a high quality construction to ensure the removal of stubborn stains Products are packaged in different quantities both in sachets and boxes to meet different quantity requirements of consumers The price also varies according to the quantity of the package 1.3 Aims: list digital channels or a digital campaign ➢ Campaign Situation As the leading brand in the laundry market (washing powder, detergent) in Vietnam, OMO has a huge customer base However, the brand is facing fierce competition from foreign and domestic brands such as Ariel, ABA, Net, Lix with many promotions or direct discounts at the store To maintain its leading position and grow sustainably, OMO needs to grasp the Tet holiday when consumers are more open and consume more Over the years, OMO has always attracted the attention of a large number of consumers with unique Tet campaigns, notably in 2018 and 2019 with the message "No need to be perfect, still have a happy Tet" developed on the philosophy of “Dirt is Good” The challenge for OMO in the 2020 Tet season is to refresh the Tet message in the context of a lot of competition from competitors in the same industry as well as in different industries, while maintaining the brand's attractiveness and strengthening the sentiment of customers consumers ➢ Target Campaign -Increasing OMO's market share in the detergent segment -Increasing consumer sentiment, especially with the target group of mothers, with the message “Vui trồng lộc Tết – Lấm bẩn gieo điều hay” ➢ Insight In this Tet campaign, OMO wants to reach the target group of mothers with young children, from 6-12 years old In childhood, mothers were raised with a clean living environment, so now they also want their children to be able to play and grow up in such a green and clean environment However, the current generation of children is living in an environment with many negative changes such as forest fires, water and air pollution, etc In that context, mothers shared: “Là người mẹ, mong muốn yêu thiên nhiên môi trường trở thành hệ sống xanh tương lai, hành động, thói quen sống tích cực nhỏ nhất” On the other hand, Tet is an occasion for the beginning of good things: “Tôi tin làm điều tốt vào đầu năm mang đến may mắn năm Tôi muốn trải nghiệm Tết cách ý nghĩa mà giữ phong tục Tết mang đến tác động tích cực cho mơi trường Thay dẫn “Hái Lộc” đầu năm, hoạt động mà biến tướng thành bẻ cây, hái cành dẫn đến môi trường bị phá hoại, tơi khuyến khích gia đình lấm bẩn trồng “Gieo Lộc” để năm may mắn Tết thêm xanh” ➢ Campaign Against this background, OMO has developed the philosophy of "Dirt is Good" to "Dirt for Good" to better suit the current environmental, social and consumer context - starting to introduce on the occasion of Tet 2020 encourage people to get dirty to make a positive impact on the community: With the philosophy "Dirt is Good", OMO believes that getting dirty is essential for the development of children Each stain on the clothes is a proof that the children have had more new experiences: “Don't be afraid of stains that prevent children from playing and learning Only when children can have fun, experience life, and don't mind getting dirty, will they have the opportunity to learn valuable lessons from life." As for the "Dirt for Good" philosophy, the brand not only encourages mothers and babies to get dirty together with activities that bring good development to children, but also creates a positive impact on the community and society This is the best way to develop children's awareness and empathy for the world around them and make the living environment greener and cleaner: "Real changes only happen when we roll up our sleeves and get dirty" Therefore, with the New Year 2020 campaign with the message “Vui trồng Lộc Tết, lấm bẩn gieo điều hay”, OMO wishes mother and baby together to renew the tradition of "Picking Loc" with green living habits by "Gieo Loc" ” – plant a seed, a sprout for a new year with more luck This message of encouraging children to get dirty and dirty not only helps children learn good things, experience and develop, but also contribute to protecting the environment and bringing practical benefits to society At the same time, the brand also aims to express the "Brand Do" mission - not only at the media, the brand also acts with consumers to create a positive impact on the community and society ➢ Big Idea “Gieo trồng lộc Tết, lấm bẩn gieo điều hay” “Hái lộc” in early spring is a familiar custom of Vietnamese people for generations, considered an act of bringing home good luck But the custom of picking buds has been distorted because of human negligence, breaking trees to pick branches, causing negative impacts on trees while the environment is increasingly lacking in shade of trees because of forest fires Therefore, the brand encourages the community to renew the tradition of “Hái lộc” in a meaningful way: “Gieo lộc” for good luck for the whole year and for a greener living environment II.Body part 2.1.Analyse the consumer behavior (needs, wants) of that product Associated with regular needs, laundry detergent becomes an essential and indispensable item in every family With busy work and little time, so OMO laundry detergent creates the psychology of whitewashing, cleaning, fast stain removal has introduced new products to meet needs, preferences, tastes and preferences of consumers In our country, the market share of OMO washing powder is quite high and is trusted by consumers for both quality and product design OMO combines factors: safety for hands, bleaching washing and fragrance of washing powder into the same product launched on the market that has attracted the love of the product OMO laundry detergent is one of the laundry products that Vietnamese housewives trust and love 2.2 Analyse the structure of digital channels/campaign In this campaign, OMO has cleverly integrated the brand image into the journey of changing green living habits and the process of preparing for Tet of Vietnamese people through many practical activities Specifically, the campaign is deployed with the following phases: ■ Stage 1: Pose the problem During this period, OMO evokes social discussion on the issue of “Hái Lộc” on Tet holiday, thereby encouraging consumers to “Hái Lộc” by “Gieo Lộc” to enjoy a lucky new year without breaking the bank traditional On the other hand, To start the campaign, social posts were deployed with content emphasizing environmental pollution and the role of trees Specifically, a review of memorable environmental events in 2019 from forest fires in Vietnam such as Ha Tinh, Hue to the world such as Amazon, Australia Next, the brand evoked discussion of the online community about the issue that has been feared for many years as “Hái Lộc” “Hái Lộc” at the beginning of the year is an activity to pray for good luck for themselves and their families, however, more and more people misunderstand and transform this custom: instead of just picking a small leaf or going to the temple to ask for luck, People believe that the more leaves a branch has, the more fortune it will bring And finally, the new brand proposes an alternative solution: instead of “Hái Lộc”, let's join OMO "Gieo Lộc" for a lucky year and help the environment become greener Besides, during this period, the brand also spread the gift box information by collaborating in the form of livestream with influential KOLs to target customers, Trang Moon and Trang Lou And to be able to reach more mothers, the brand also cooperates with hot moms to post articles about the gift box experience with their children ■ State 2: After the launch of the viral clip, social activities focused on spreading the clip “Sự tích nêu tam lộc” through content creators familiar to mothers such as Trinh Pham, Hong Van, Viet Huong, Tran Thanh, Truong Jiang… One consumer shared that: “Hằng năm hái lộc, làm ảnh hưởng tiêu cực đến môi trường nhiều khơng cịn lộc hái Phải trồng cây, phải gieo hạt, đâm chồi nảy lộc, mang đến Lộc may mắn khắp phố phường Mà Lộc tay trồng, cịn ý nghĩa chứ.” 12 Also in this period, the brand cooperated with young people who have positive influence in the community and are especially interested in environmental issues, namely singer-actor Jun Pham, MC Quang Bao, travel blogger Chan La Ca and fitness coach Hana Giang Anh to spread information about the launching ceremony of the OMO Tet tree planting ceremony and the donation of 6,000 rare seedlings to Phong Nha - Ke Bang National Park and Cat Tien National Park through the “Quỹ OMO Vườn Ươm Lộc Quý” In particular, throughout this period is to introduce the website https://omo.trongcaytrongtrainghiem.com/ through various channels such as fanpage, KOLs to call on everyone to join hands to donate trees for the cause “Quỹ OMO Vườn Ươm Lộc Quý” ■ State 3: The main goal of this phase is to raise awareness about forest fires through newsletters in conjunction with VOV news agency, encouraging consumers to experience planting trees for good luck for the whole year as well as improve the quality of life awareness of brand activation activities, creating motivation for consumers to attend directly The brand promoted the information about the brand activation program by sharing about the shopping experience and introducing the program "Gieo Lộc"- Redeem gifts of hot KOLs From there, create motivation for consumers to buy goods and contribute trees to the Quỹ OMO Vườn Ươm Lộc Quý 13 In addition to cooperating with familiar KOLs and hot moms, the brand also collaborates with comic pages to create humorous content, integrate messages to call on people to renew the tradition of “Hái Lộc” by "Gieo Lộc" during Tet to get good luck for the whole year ■ State 4: Falling near Tet, the brand promoted promotional activities to activate Tet (28-29 lunar calendar) through KOLs such as Quang Dai, Khoai Lang Thang, Hau Hoang, Helly Tong special attention to the environment with a green lifestyle Therefore, it is easy to help consumers understand better and get closer, thereby translating into actions that accompany the brand through the program In addition, the brand also did not forget to publish articles summarizing the campaign, spreading information about CSR activities to show consumers the OMO process and thousands of other consumers in action and the results achieved when everyone join hands for green environment through fanpage and website https://omo.trongcaytrongtrainghiem.com/ 14 ➢ Activate In order to make the customer's experience journey complete from online to offline and connect the target customer group with the brand, OMO implements brand activation activities not only at supermarkets, where modern young mothers often shopping, but also organized at Tet entertainment venues in both Hanoi and Ho Chi Minh City Activation activities are deployed focused on two phases and 4, when the level of consumer awareness about the campaign is already high ■ Stage 3: 15 Booth Activation at 125 Coop Mart supermarkets and 02 Big C supermarkets The main purpose of this activity is to introduce a program to donate trees to the National Park to enrich the biosphere of "Vietnam's green lung" and connect consumers with the brand by activities such as taking pictures with campaign images (rare seedlings, tree information and programs on the backdrop) to receive a lucky draw ticket: The Eager Box of the Tet Sowing version or the washing machine for the special prize Redeem gifts and donate plants at 8,000 grocery stores The biggest difference of this campaign is the brand's success in engaging retailers Retailers not only distribute products but also play an important role in communication strategies, helping to bridge the gap between brands and consumers Specifically, they not only distribute products but also help the message spread widely to consumers As a result, the campaign received responses from more than 8,000 retailers and 26,000 consumers It can be seen that the success of the program comes from a close approach to customers by encouraging retailers to become "green ambassadors" on the journey to spread the message ■ Stage 4: “Cây Vạn Lộc” Hoan Kiem Lake, Hanoi This activity aims to create opportunities for consumers to reap the benefits by “gieo lộc” with OMO From there, repeat the message of "Picking Loc" by "Sewing Loc" for a Green New Year The Van Loc tree is decorated with lots of red packets of seeds In it, there are meaningful messages about trees for human life, for example: "We only have 10 years to replant forests, 10 years to conserve and propagate organisms, 10 years to save atmosphere, 10 years to save Earth's biodiversity from mass extinction Those 10 years start today, or forever." 16 It can be seen that “Cây Vạn Lộc” contributes to raising the spirit of the community, encouraging them to sow fortune together to create sustainable values for the environment as well as have meaningful activities on Tet holiday with their family and relatives Thanks to the closeness and practicality of the messages, the red packets with seeds have received the attention of many consumers Phu My Hung Spring Flower Fair, District 7, HCMC In addition to spreading information about “Quỹ OMO Vườn Ươm Lộc Quý Việt Nam”, All activities of this brand activation program are aimed at creating a Tet holiday experience for the whole family: viewing flowers, painting statues, 17 taking pictures at meticulously decorated corners and also receiving gifts from OMO Mothers who like to shop have a gift of Big C vouchers, children who like to watch movies have CGV movie tickets, not only that, parents can also beautify the house with the new Panasonic Series washing machine In addition, children can also write wishes along with the seeds that will be planted and on the area Phúc Lộc Cầu May In general, brand activation activities have attracted a lot of interest and participation from families in the area The success of brand activation activities comes from a close approach to customers, through channels such as retailers, flower fairs, supermarkets ➢ CSR Tết trồng Continuing the spread from the campaign “Phủ Xanh Việt Nam” In 2019 with more than 33,000 trees planted, OMO continued with the Tree Planting Festival at the National Park Accompanying that, the established brand "Quỹ OMO Vườn Ươm Lộc Quý Việt Nam" aims to contribute to the conservation of rare plant varieties for the biosphere of Phong Nha - Ke Bang National Park and Cat Tien National Park These are two of the three largest national parks in Vietnam, with a rich biosphere for rare and diverse plant species In order for consumers to easily understand information about the program, the brand continuously updates information about the number of trees to raise funds on the website https://omo.trongcaytrongtrainghiem.com/ The OMO launching ceremony of Tree Planting Festival, which took place actively at Cat Tien National Park, gathered more than 120 guests, including project partners, Nhi Dong Newspaper, Tien Phong Newspaper, and representatives of Cat Tien and Phong Nha National Parks - Ke Bang, along with more than 80 students and young people who have 18 positive influence in the community, care about environmental issues (singer - actor Jun Pham, MC Quang Bao, travel blogger Chan La Ca and coach fitness Hana Giang Anh) In order to spread the message of sowing green buds to the community more strongly, the students attending the launching ceremony planted rare green buds at Cat Tien National Park with their own hands This is a practical and meaningful action, helping to inspire a sense of protecting nature as well as fostering attention to environmental issues around the globe Cuộc thi “Góc xanh học đường” 19 ... quantity requirements of consumers The price also varies according to the quantity of the package 1.3 Aims: list digital channels or a digital campaign ➢ Campaign Situation As the leading brand... behavior (needs, wants) of that product 2.2 Analyse the structure of digital channels/ campaign 2.3 Analyse the contents of each channel 2.4 Analyse the images of each channel 2.5 Evaluate the achievements... OMO combines factors: safety for hands, bleaching washing and fragrance of washing powder into the same product launched on the market that has attracted the love of the product OMO laundry detergent