Sunlight slides presentation for Marketing principles course RMIT.Sunlight là một thương hiệu chất tẩy rửa chén được Unilever sản xuất và bán trên toàn thế giới, ngoại trừ ở Hoa Kỳ và Canada, nơi nó thuộc sở hữu của Sun Products (nay là Henkel Corporation) từ năm 2008.
SUNLIGHT MARKETING PLAN PRESENTATION Marketing Principle - MKTG 1205 TABLE OF CONTENTS 01 02 03 Introduction Target customer & Positioning Product 05 06 Place Promotion 07 Marketing Plan 04 Price 08 References INTRODUCTION COMPANY DESCRIPTION Owned by Unilever - a British-Dutch multinational corporation which manufactures more than 400 consumer brands for over 190 nations, including personal care, home care and food products TIMELINE 1883 1930 “Sunlight Soap" launched by William Hesketh Lever (Unilever n.d) 1995 Unilever entered Vietnam Unilever was established 1997 Sunlight was introduced to Vietnamese market (My Hao n.d) 2010 Unilever opened a state-of-the-art factory in Cu Chi (Unilever n.d) (Unilever n.d) MISSION “Our mission is to be the global leader in sustainable business” CEO Alan Jope ❖ 1985: joined Unilever UK ❖ 2014: President of Unilever Personal Care business ❖ 2019: Appointed Chief Executive Officer of Unilever N.V and Unilever PLC PRODUCT DESCRIPTION - FEATURES PRODUCTS NATURAL INGREDIENTS Sunlight Lemon Lemon Sunlight Matcha Japanese Green Tea Matcha Sunlight Antibacterial Mint and Lemon Sunlight Nature Aloe Vera and Mineral Salts DESIGN Figure 1.2: All design of Sunlight Dishwashing product MARKET SHARE 46.7% of the total market share Sunlight is the market leader in Vietnamese dishwashing liquid market 10 EVALUATION Sunlight's current advertising activities are effective Mom’s Peaceful Journey created high interaction with 6200 likes and 140 comments on Facebook Over a hundred people shared touching stories of their mothers in the comment section Figure 6.26: Interaction from Mom’s Peaceful Journey announcement Facebook post Figure 6.27: Comments from Mom’s Peaceful Journey announcement Facebook post 59 EVALUATION The campaign attracted over millions view and 75% of positive feedback Figure 6.28: ‘Mom’s Peaceful Journey’ video 60 EVALUATION Discount & Free gift ● ● Targeting to the right customers' touchpoints The low-grade quality of free gift Degrade brand image “Got this high quality product at a discount price, I’m loving it! Will shop here again” “Sunlight’s product was good but the additional gift was bad… The advertisement said the gift worth 60.000 but I only received two small packets of detergent.” “The products are very good… I got a gift of spoons and handbag I got them at good prices during sales “ there’s no ticket nor backpack Although the gifts were not very valuable, I had lost trust in the brand” “I’m happy with the discount…” Figure 6.29: Reviews from customers for Sunlight on Lazada and Shopee 61 EVALUATION Public Relations → Meaningful and Effective Figure 6.31: “Men can too” poster Figure 6.30: Sunlight’s photobooth and refill station ➔ Attracted a lot of young people ➔ Deliver Sunlight's brand purpose: 'Empower women via greater gender equality.' 62 MARKETING PLAN 63 SITUATION ANALYSIS: ● Decline in market share since 2017 (Euromonitor 2020) ● The theme of eco-friendly products is predicted to be the next strategic focus for consumer-goods' brands to win over their customers’ hearts (Kantar Worldpanel 2020) ● 80% of consumers are willing to pay more for sustainable offerings 64 OBJECTIVES Business Objectives: - To uplift 70% of sales on E-commerce sites: Shopee, Lazada, Sendo, Tiki at the end of June 2021 - To increase 55% of sales compared to the previous year by the end of June 2021 Communication Objectives: - To create awareness of Sunlight’s New Eco-friendly Packaging among 70% of the target customer until the end of June 2021 - To increase 60% of customers' positive attitude toward Sunlight at the end of June 2021 65 RECOMMENDATIONS - Product Introduce New Eco - Friendly Paper Packaging to replace the Sunlight plastic bag packaging Figure 7.1: Sunlight Matcha in bag Figure 7.2 : Mockup of New Sunlight Eco-friendly packaging 66 RECOMMENDATIONS - Price Product bundle pricing [COMBO MÔI TRƯỜNG] Nước rửa chén Sunlight Khử mùi chiết Figure 7.3 : Mock up of Sunlight combo pricing Quantity Discount Promotional pricing [COMBO MÔI TRƯỜNG] Nước rửa chén Sunlight Chanh 100 Sạch nhanh Xả bọt Figure 7.4 : Mock up of quantity discount Figure 7.5 : Mock up of promotional pricing 67 RECOMMENDATIONS Maturity stage Advertising Sales Promotion Public Relation 68 RECOMMENDATIONS - Advertising Paid PR Articles Suggested Online Newspaper sites: Phụ Nữ Online, VN Express, AFamily, Ngoisao Sunlight mắt bao bì giấy 100% tái chế Figure 7.7: Mock up paid media on Online Article 69 RECOMMENDATIONS - Sales Promotion PoP Free Gift Supermarkets: Co.op mart, Big C, AEON, Lotte Mart, Bách Hoá Xanh Big Supermarkets: Co.op mart, Big C, AEON, Lotte Mart E-commerce: Shopee, Lazada, Tiki, Sendo Figure 7.8: Mock up of Free gift (Developed for this assignment) Figure 7.9: Mock up of Point of Purchase (Developed for this assignment) 70 RECOMMENDATIONS - Sales Promotion Discount Figure 7.10: Mock up of Discount (Developed for this assignment) Promotion Code for purchases on E-commerce Figure 7.11: Mock up of Promotion on Facebook page (Developed for this assignment) 71 RECOMMENDATIONS - Public Relations X * Figure 7.12 : Sunlight logo, Unilever n.d Figure 7.13 : Change logo, Change n.d Every purchase on Sunlight Eco-friendly Paper Packaging will contribute 5% of sales to iCHANGE Plastic funding 72 Thank you 73 ... INGREDIENTS Sunlight Lemon Lemon Sunlight Matcha Japanese Green Tea Matcha Sunlight Antibacterial Mint and Lemon Sunlight Nature Aloe Vera and Mineral Salts DESIGN Figure 1.2: All design of Sunlight. .. Advertising ● Facebook ad: Sunlight? ??s advertisement on Facebook Figure 6.5: Sunlight advertising _Sunlight awards 48 PROMOTION Sales Promotion ● Samples Free samples from Sunlight? ??s new collection... offerings from Lazada 25 Product-adjustment Strategies I Product-form Pricing Figure 4.5: Sunlight Green Tea Matcha 750mL Bottle Figure 4.6: Sunlight Green Tea Matcha 750mL Refill Bag ( 26 Price-adjustment