Company
Unilever, established in 1929, is a leading Anglo-Dutch multinational consumer goods company It specializes in a diverse range of products, including food, beverages, detergents, and personal care items As the world's third-largest consumer goods company by revenue, Unilever is also recognized as the largest ice cream producer globally.
The process of formation and development in Vietnam market:
● 1995: Unilever started to invest in Vietnam
This marketing plan outlines the launch strategy for Dove Damage Repair Shampoo in the Vietnamese market The plan focuses on identifying target demographics, emphasizing the product's unique benefits, and implementing effective promotional tactics Key components include market research, competitive analysis, and a comprehensive digital marketing approach to engage consumers By leveraging social media and influencer partnerships, the campaign aims to build brand awareness and drive sales, positioning Dove as a leader in hair care solutions in Vietnam.
● 1997: Bicico Cosmetics Enterprise, supplier of Unilever laundry cream, was supported in terms of capital and technology to build a liquid washing factory The next factory in 1999.
● 2000: Sales increased nearly 16 times (USD 285,000), 76 suppliers of raw materials and 54 suppliers of packaging (total sales of USD 34 million)
● 2003: Contribution increased 13 times, equivalent to 130 billion VND/year Set aside 20 billion to fund social and humanitarian development activities.
Since 2003, the company has achieved significant success, establishing extensive network coverage throughout Vietnam with hundreds of thousands of retailers and distributors With a total of five factories, it has also been recognized with numerous state awards for its accomplishments.
Unilever's mission, "to add vitality to life," reflects its commitment to enhancing the quality of life through its diverse range of products This purpose is evident in every Unilever offering, which is designed to promote health, beauty, and comfort for individuals and families alike Renowned brands such as Omo, Dove, Close-up, and Lipton exemplify this dedication, spanning categories from laundry detergent to personal care and beverages.
Brand
Dove, a renowned shampoo brand under the Unilever group, boasts over 50 years of global reputation and trust from millions of customers across more than 80 countries In Vietnam, Dove stands out as the leading choice for damaged hair care.
In 2001, Dove launched its hair care line, offering shampoos designed for various hair types, including normal, brittle, thinning, and tangled hair The brand name Dove is memorable and distinctive, making it easily recognizable Among its products, Dove Damage Repair Shampoo stands out for its ability to restore dry and damaged hair, providing softness and smoothness through advanced technology The improved formula, featuring the Bio-Nourish nutrient system from the UK, effectively targets and repairs damage while nourishing hair from within, solidifying Dove Damage Repair Shampoo's reputation among customers.
Dove’s mission and vision
The Dove brand has the following mission and vision:
● Helping the next generation of women develop confidence in their appearance - helping them feel more in love with themselves and realize the strength that lies within them
This marketing plan outlines the strategy for introducing Dove's new Damage Repair Shampoo in the Vietnam market The plan focuses on understanding consumer needs, leveraging local market trends, and implementing targeted promotional activities Key objectives include increasing brand awareness, driving product trial, and establishing Dove as a leader in hair care solutions The plan also emphasizes the importance of digital marketing and social media engagement to connect with the target audience effectively By addressing local preferences and utilizing strategic partnerships, Dove aims to achieve significant market penetration and customer loyalty in Vietnam.
Dove is committed to "honouring true beauty," empowering women with self-confidence by broadening the definition of beauty This inclusive approach celebrates non-physical beauty and recognizes that every profession, skin color, and age possesses its unique beauty.
Dove is committed to providing products that significantly improve the condition and texture of your skin and hair This dedication aligns with its mission to redefine women's beauty by celebrating diversity across all ages, body shapes, and sizes, emphasizing that true beauty transcends mere appearance.
The "Be Yourself with the Hair You Love" campaign empowers Vietnamese women to express their individuality, transcending societal norms and prejudices regarding beauty standards.
Objectives for first year strategy
● Giving consumers satisfaction when using the product, in addition, building a shampoo brand image that is trusted by consumers and won many compliments
● The company’s product sales increased by 5-10% compared to the previous year
● Is the leading product in the sales list that brings profit to the company
● Organize and implement solutions to stimulate consumption demand, create markets for products to convince customers to buy products, and help locate products in consumers' minds
● Continue to look for distributors and brand coverage across the country, increase retailers and merchant agents in target markets to at least 20 stations in 2022
To enhance brand image and establish a strong presence as a beauty care service provider, it is essential to boost brand awareness among customers This can be achieved by implementing effective advertising programs and strategically increasing market share to outperform competitors.
● Continue to fulfill our mission of protecting natural beauty as well as cultivating confidence in women
● Continue to promote global research to serve future projects and strategies.
SWOT & MACRO ENVIRONMENT ANALYSIS
Macro environment analysis
As of 2021, Vietnam's population has surpassed 98 million, making it the fifteenth most populous country globally, according to the General Statistics Office (GSO) This consistent year-on-year population growth presents a significant market opportunity for various industries.
This marketing plan focuses on the launch of Dove Damage Repair Shampoo in the Vietnamese market, which presents significant investment opportunities due to its growing population and increasing consumer demand By targeting this potential market, Dove aims to address the needs of Vietnamese consumers seeking effective hair care solutions, thereby enhancing brand visibility and market share in a competitive landscape.
Marketing to the younger generation involves developing innovative advertising and promotional strategies tailored to their preferences Currently, young people represent 40% of the population, making it crucial for businesses to adapt their marketing approaches Capturing this demographic is essential due to their significant purchasing power; successfully engaging them can lead to increased sales and profitability Thus, effectively reaching the younger generation is key to securing a dominant source of future consumer spending.
- Change in the role of women
As more women enter the workforce and achieve higher education, they gain financial independence and prioritize self-care, presenting a significant opportunity for Dove shampoo, which targets this demographic A recent survey by Dove revealed that 95% of Vietnamese women believe beautiful hair boosts their confidence This insight allows Dove to expand its market share by offering a diverse range of hair care shampoos tailored to the needs of Vietnamese women.
- Factors affecting consumer purchasing power
The standard of living in Vietnam has improved significantly, with the inflation rate remaining below 4% in 2021, despite the challenges posed by the COVID-19 pandemic This economic stability and growth present a valuable opportunity for Dove to expand its product offerings to meet the evolving needs of the Vietnamese population, fueling the brand's motivation to connect with consumers in Vietnam.
The COVID-19 pandemic significantly impacted Vietnam's economy, presenting numerous challenges as the nation worked to combat the virus while maintaining socio-economic growth Monthly per capita income decreased to approximately 4.2 million VND, reflecting a 1% decline compared to 2019 Overall, the years from 2016 onward have seen Vietnam navigating through these economic difficulties.
2020, the average monthly income per capita of the whole country increased on average 8.2%, although increasing slowly, but also achieved the number expected by experts.
The living standards in Vietnam are significantly improving, allowing consumers to purchase a wider range of products, particularly in personal care like shampoo As incomes rise, individuals are increasingly inclined to invest in higher-quality and advanced products for themselves and their families This trend presents a valuable opportunity for Dove to expand its market presence in Vietnam.
The marketing plan for Dove Damage Repair Shampoo in the Vietnamese market aims to leverage the brand's reputation for high-quality products With rising disposable incomes, Vietnamese consumers are increasingly willing to invest in premium hair care solutions This presents a significant opportunity for Dove to position its Damage Repair Shampoo as a must-have for those seeking effective hair restoration By emphasizing the product's benefits and aligning with consumer expectations, Dove can enhance its market presence and drive sales growth in Vietnam.
Unilever prioritizes environmentally friendly packaging design, which is crucial for the company's interests and overall business success In Vietnam, Dove shampoo is available in two types of packaging: pouches and plastic bottles, both made from low-density polyethylene (LDPE), marked with recycling code #4 This type of plastic, recognized for its safety and recyclability, is prominently featured in the accessory section of Dove shampoo bottles, aligning with Unilever's commitment to sustainable practices.
Unilever Vietnam aims to enhance people's lives while prioritizing environmental sustainability The company has invested over $300,000 in a state-of-the-art waste treatment system capable of processing 300 cubic meters per day, where chemicals are incinerated at high temperatures to minimize environmental impact Furthermore, Unilever has established a dedicated Safety, Health, and Environment Department to oversee legal compliance related to environmental protection and to conduct research on potential risks.
In today's world, many individuals, particularly women, frequently use chemical treatments for curling, straightening, and dyeing their hair, leading to issues like damage, tangling, and hair loss Dove's damaged hair shampoo incorporates three innovative technologies designed to combat breakage, reduce tangling, and repair damage, presenting a valuable solution for customers seeking effective hair care products.
Dove has launched an innovative hair damage meter that delivers lab-quality results quickly and conveniently This technology enables customers to easily identify damaged areas of their hair, facilitating effective restoration.
The recent government decrees aimed at reducing taxes on imported products have significantly boosted the popularity of foreign shampoo brands in Vietnam Consumers are eager to explore and try new products, leading to increased purchases that could negatively impact Dove's revenue and market share over time.
In response to the overwhelming presence of foreign brands in Vietnam, particularly in the fast-moving consumer goods sector, the Vietnamese Government has implemented various laws and initiatives aimed at promoting patriotism among citizens by encouraging the purchase of local products.
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnamese market focuses on addressing the specific needs of consumers seeking effective hair care solutions The strategy emphasizes the product's unique formulation, which targets damaged hair, promoting healthier and more manageable locks Key marketing tactics include digital advertising, influencer partnerships, and in-store promotions to enhance brand visibility Additionally, market research indicates a growing demand for premium hair care products in Vietnam, providing an opportunity for Dove to strengthen its presence in this competitive landscape By leveraging these insights, Dove aims to position its Damage Repair Shampoo as a trusted choice for consumers prioritizing hair health.
Market situation
According to Statista's report on the estimated hair care market share in 2016 and
2025, shampoo accounts for 33% of the market share The outbreak of COVID-19 in
In 2021, 60% of individuals began prioritizing self-care, significantly altering daily beauty routines due to pandemic-induced social distancing This shift has led to a redefinition of beauty, emphasizing natural and authentic aesthetics As we move into 2022, the trend towards inner beauty continues, particularly highlighted by the focus on healthy, natural hair Responding to the growing demand for thick, vibrant hair, various brands have introduced shampoos that not only stimulate hair growth but also offer benefits such as dandruff reduction and damage repair.
Picture 1.1: Report on the estimated hair care market share in 2016 and 2025
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market focuses on addressing the specific needs of consumers seeking effective hair care solutions By highlighting the product's unique benefits, such as deep nourishment and restoration of damaged hair, the campaign aims to resonate with local audiences Strategic partnerships with influential beauty bloggers and targeted social media advertisements will enhance brand visibility and engagement Additionally, in-store promotions and sampling events are designed to encourage trial and foster customer loyalty Overall, this comprehensive marketing strategy seeks to establish Dove as a trusted leader in the hair care industry in Vietnam.
Dove currently ranks third in the women's shampoo market, following Clear and Sunsilk, with P&G's Pantene and Head & Shoulders leading the pack This presents a significant opportunity for Dove to enhance its competitiveness and solidify its position in the shampoo industry through an effective marketing strategy.
Competitors
Dove faces significant competition in the Vietnamese shampoo market, which affects its market segmentation and necessitates increased investment in advertising and promotions To maintain its strong position, Dove must remain vigilant against rivals that are intensifying their efforts to capture market share.
Since its introduction in Vietnam in 1995, Pantene, a brand of P&G, has emphasized the significance of healthy hair With a commitment to enhancing the beauty and health of women's hair, Pantene offers a diverse range of six main shampoo products tailored to meet the needs of Vietnamese customers.
- Pantene also has many different product categories like Dove, so the competition is very high
- Pantene has succeeded in positioning its product quality when most consumers feel that Pantene shampoo smoothes the hair, moisturizes the hair very well
- In addition, experts also agree that Pantene shampoo is the best anti-hair loss shampoo.
- The disadvantage that almost every customer complains about Pantene is that the scent of the shampoo is heavy, not gentle, and feels uncomfortable when smelling them.
This marketing plan outlines the strategy for launching Dove Damage Repair Shampoo in the Vietnam market The plan focuses on understanding consumer needs, identifying target demographics, and leveraging local trends to create effective promotional campaigns Key elements include product positioning, competitive analysis, and tailored marketing channels to maximize reach and engagement By emphasizing the unique benefits of the shampoo, the plan aims to establish Dove as a leader in hair care solutions in Vietnam.
- The price is also said to be a shortcoming of Pantene when everyone says the price is quite high.
Sunsilk made its debut in the Vietnamese market in 1995 and has since established itself as a beloved brand among local consumers With a 13% share of the women's shampoo market, Sunsilk ranks among the top three hair care brands in Vietnam, solidifying its position as one of the leading names in the industry.
- There is a successful parent company behind Unilever
- The price is suitable with the income of Vietnamese people
- Effectively nourishes coarse hair and gives a magical silky smooth hair
- Various, outstanding and attractive advertising campaigns Models are diverse and often use celebrities to advertise.
- - There are still many modern technologies and machines that have not been applied
- Not really outstanding compared to competitors and occupies a relatively small market share in the Dove shampoo market in Vietnam
CLEAR, a trademark of the Unilever group, offers advanced solutions for eliminating dandruff and addressing various scalp issues Gradually entering the Vietnamese market, CLEAR has established itself as the leading shampoo in the country Suitable for both men and women, CLEAR effectively removes dandruff and helps prevent its recurrence, promoting smooth and healthy hair.
Vietnam's climate is ideal for "Clear Cool Mint Shampoo," making Dove the leading shampoo brand with a significant market share.
- CLEAR is loved for its anti-dandruff feature
- The ads are attractive, attract viewers and often use famous artists to appear in the ads.
- Clear shampoo is too focused on the features of the product, so the product does not have many product lines for customers to choose from
Dove’s swot analysis
This marketing plan outlines the strategy for launching Dove's new Damage Repair Shampoo in the Vietnamese market The plan focuses on understanding consumer needs, leveraging market research, and identifying target demographics Key marketing tactics will include social media campaigns, influencer partnerships, and in-store promotions to enhance brand visibility Emphasizing the product's unique benefits, such as restoring hair health and providing deep nourishment, will resonate with Vietnamese consumers Additionally, the plan aims to build strong customer relationships through engagement and feedback, ensuring long-term brand loyalty in a competitive landscape.
The rising standard of living among the young population, particularly women, presents a significant opportunity for stronger market promotion of products.
Dove Damage Repair Shampoo is a well-known product recognized for its effective damage repair properties The brand has successfully established a strong presence in the market and gained the loyalty of its customers.
● Success in branding Dove comes with an image that protects the beauty of women and their voices
● The packaging is made from plastic containing polyethylene, a safe plastic for product packaging and can be easily recycled, thereby helping to reduce pollution and protect the environment
● Communication campaigns that cause plus points in the hearts of customers about good service and customer care
● Promotions, year-end sales, customer gratitude received enthusiastic responses from customers.
● Young people are currently a large and potential market, but Dove has not yet had any advertising or marketing campaigns targeting them
● Too interested in "Restore Damage" shampoo products that neglect other shampoo product lines with other features
● Product packaging is too boring, need innovation
● Owning many distributors and retailers will easily cause conflicts between levels, dumping and losing brand image
● There is no Dove exclusive store yet.
● Promotions and customer gratitude programs take place with too few and limited times
● TV commercials no longer attract much attention and Dove does not sponsor beauty contests.
● Vietnam's economy is growing and income levels are also increasing
As education levels rise, individuals are increasingly aware of the importance of health and wellness, leading to higher incomes and a greater focus on personal care In this context, Dove's advertising efforts highlighting the benefits of their products align perfectly with consumers' growing health consciousness.
● Vietnam is a religiously free country, so the distribution and advertising of products are not bound like other Asian countries
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market focuses on addressing the specific hair care needs of Vietnamese consumers This product aims to provide effective solutions for damaged hair, leveraging Dove's established brand reputation for quality and care Key strategies include targeted advertising campaigns, partnerships with local influencers, and promotional events to increase brand visibility and consumer engagement Additionally, the plan emphasizes the importance of digital marketing and social media to reach a wider audience, ensuring that the product resonates with the target demographic Overall, the marketing strategy is designed to position Dove's Damage Repair Shampoo as a leading choice for consumers seeking reliable hair repair solutions in Vietnam.
● Vietnam is a country with very high political stability, providing fair competition and facilitating the sustainable development of products.
The shampoo market is becoming increasingly competitive, with the emergence of well-known brands such as Pantene, Clear, Sunsilk, and Rejoice, both locally and internationally.
● The average income of people in general is still low, especially in rural areas
Many individuals prefer using locust fruit for hair washing, believing that conventional shampoos are laden with chemicals that can deplete hair moisture.
SEGMENTARY STRATEGY, TARGET MARKET AND
Segmentary
Market segmentation in marketing involves dividing a wide consumer or business market into smaller sub-groups, or segments, based on shared characteristics among existing and potential customers This process allows businesses to tailor their strategies and offerings to meet the specific needs of different consumer groups effectively.
Market segmentation involves identifying common characteristics among consumers, such as shared needs, interests, lifestyles, and demographics The primary goal is to pinpoint high-yield segments that are most likely to be profitable or exhibit growth potential, allowing businesses to focus their efforts on these lucrative areas.
The segment of customers using shampoo on the market:
Income: school age, depends on parents and has no income Some may be financially independent.
Lifestyle: Appearance of top concern.
TV, accessing the Internet and then being attracted to attractive ads.
Loyalty: easy to pay attention to new things, change quickly Influenced by family, friends, celebrities
Rate of use: quite high
Lifestyle: They can spend a lot of time and money improving their appearance.
Loyalty: Will become loyal customers if the product is of good quality and effective →
The marketing plan for Dove Damage Repair Shampoo in the Vietnamese market targets financially independent customers with middle to high incomes This new product aims to address the needs of consumers seeking effective hair repair solutions, emphasizing quality and performance By focusing on this demographic, Dove can leverage its brand reputation to attract and retain loyal customers, ultimately driving sales and market share in Vietnam.
The luxurious and elegant design of the product can get their satisfaction.
They regularly stain and curl their hair the company takes a lot of time and effort to get this group of customers
Occasion: daily users, buy gifts on holidays, special occasions
Rate of use: quite high Age: Over 40 Females
Income: middle to high income
Lifestyle: Women over the age of 50 often worry about hair loss
They are often people who buy food, personal care products for their families as well as themselves → Ordinary people decide how to spend money to satisfy family needs.
They care about healthy products for themselves and their families They have experience using the product and can have good analytical skills
Loyalty: want to save their time and budget to choose the product that brings the most satisfaction.
Want products with healthy ingredients, which is affordable, available in supermarkets and stores nationwide
Occasion: gifts, daily use Rate of use: low rate
Source: Marketing Plan of Dove micro and macro
Targeting
Dove Damage Recovery shampoo targets women aged 25 to 40, a demographic that aligns with Dove's brand focus These women, often busy with work and personal commitments, seek effective hair care solutions that not only smooth and restore hair but also address damage from dyeing and curling With stable incomes and financial independence, their primary concern is product quality Dove emphasizes the strength and restorative properties of its shampoos while also prioritizing ingredient transparency and sustainability, including environmental protection and cruelty-free practices Meeting these quality and ethical standards fosters customer loyalty.
The marketing plan for Dove Damage Repair Shampoo in the Vietnamese market focuses on understanding consumer needs and preferences By addressing customer satisfaction, we aim to capture significant market share Conversely, any dissatisfaction could lead to a loss of customers and potential boycotts Therefore, prioritizing quality and effective communication is essential for building brand loyalty and ensuring long-term success in this competitive landscape.
Positioning
The shampoo market today features numerous brands, both domestic and international, with notable competitors including Dove, Pantene, and TREsemmé Pantene, a P&G brand, has gained popularity among Vietnamese consumers due to its effective damage recovery formula and competitive pricing, making it an appealing choice for budget-conscious shoppers While many perceive Dove as a higher-quality option, Pantene's affordability often sways customers, particularly in rural areas In contrast, TREsemmé, also under the Unilever umbrella, targets a more affluent demographic with its premium offerings that promise immediate smoothing and repair benefits However, its higher price point limits its accessibility and popularity among the broader Vietnamese market.
Dove shampoo is designed not just to cleanse but also to restore and nourish damaged hair from within, targeting women who seek healthy, revitalized locks With its unique formula, Dove shampoo gently cleanses the hair and scalp while providing essential nourishment, promoting smooth and strong hair that boosts confidence Committed to enhancing hair health, Dove offers solutions for various hair concerns, including frizz, ensuring that every woman can enjoy beautiful, manageable hair every day.
Dove's Nourishing Oil Therapy offers hair that is irresistibly smooth and shiny, inviting you to touch it endlessly This product celebrates the natural beauty of women while emphasizing the importance of hair care.
The marketing plan for Dove Damage Repair Shampoo in the Vietnam market targets women, who are known for their caution in hair care and strong sense of beauty As primary consumers in the cosmetic industry, women are inclined to purchase products that enhance their appearance and prioritize effective hair care solutions This focus on beauty and self-care makes them a key demographic for Dove's new offering.
MARKETING – MIX STRATEGY
Product strategy
To adapt to the competitive shampoo market, Dove is launching a new product, "Dove Stimulate Hair Growth 2in1," aimed at enhancing its product mix depth As the market becomes increasingly crowded with various domestic and international brands, Dove stands out for its reputation in delivering smooth, damage-repairing results Despite the growing number of competitors offering similar benefits, Dove remains a trusted choice for consumers, known for its exceptional hair restoration capabilities By leveraging Dove's established brand recognition, the introduction of the new hair growth stimulating formula is poised to meet consumer demand for effective shampoo solutions.
The Center for Drugs, Cosmetics, and Food Testing in Ho Chi Minh City has identified various harmful chemicals present in hair growth-stimulating shampoos available in the market, including Propylene glycol, Sodium laureth, and Diethanolamine.
This marketing plan outlines the launch strategy for Dove Damage Repair Shampoo in the Vietnamese market It aims to address local consumer needs by highlighting the product's unique benefits, such as restoring hair health and providing deep nourishment The plan includes targeted advertising campaigns, influencer partnerships, and promotional events to increase brand awareness and drive sales Additionally, market research will be conducted to understand consumer preferences and optimize distribution channels Overall, the goal is to establish Dove as a leading brand in the hair care segment in Vietnam.
Chemical ingredients like DEA, Methylisothiazolinone, Paraben, and 1,4-dioxane can lead to serious scalp issues and hair damage Experts recommend opting for natural shampoos enriched with herbal extracts, such as aloe vera, locust, lemon, lemongrass, and grapefruit peel, which effectively promote rapid and safe hair growth In this context, "Dove shampoo with damage recovery features and stimulates hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" emerges as an excellent solution.
Our latest formula enhances hair restoration by incorporating the unique hair growth-stimulating properties of grapefruit peel extract This innovative addition not only promotes the growth and strengthening of hair follicles but also maintains the mild fragrance of our previous product As a result, users can expect thicker, stronger, and healthier hair.
“Dove - Solution for quality fast hair growth, the solution for your beauty”
Our innovative product harnesses the hair growth stimulating properties of grapefruit peel extract, offering a solution not just for typical hair damage but also promoting thicker and healthier hair.
The current packaging, predominantly white to signify purity, has become familiar to customers over time However, introducing a refreshed design is essential to evoke curiosity and a sense of novelty while maintaining the product's quality and characteristics that customers trust The updated packaging will feature a vibrant combination of yellow and white, enhancing brand visibility and offering a fresh experience for consumers.
Dove prioritizes environmentally friendly packaging materials, aligning with its commitment to sustainability and influencing various business aspects The brand continues to utilize low-density polyethylene (LDPE) plastic, identifiable by recycling code #4, commonly found in the accessory section of Dove shampoo bottles LDPE is recognized as one of the safest plastics for product packaging and is easily recyclable, reinforcing Dove's dedication to eco-conscious practices.
Dove offers a comprehensive range of services to enhance customer support across both online and offline platforms The brand is committed to improving service quality by responding to customer inquiries swiftly and efficiently Regular maintenance of websites and increased customer interaction on digital platforms are key priorities For assistance, customers can reach Dove’s support service at Tel: 08-38236651 or via email at tuvankhachhang@unilever.com, with contact information readily available on every bottle of Dove shampoo Additionally, customers can connect with Dove through their social media channels, including Facebook, Instagram, and YouTube, as well as their official website.
Price strategy
Continuing to use and maintain its prestigious pricing concept, Dove uses price as a tool to create high-quality associations with its brand and marketing campaigns This pricing
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market leverages the brand's strong image, which positively influences customer growth and retention Dove adopts a premium pricing strategy, positioning its products at higher price points compared to competitors, and consistently maintains these prices without the inclination to lower them This approach reinforces Dove's market leadership while avoiding reliance on complementary products.
Table 1.2: Price of Dove stimulate hair growth 2in1
Place strategy
Currently Dove is doing business through its three main distribution channels:
Picture 1.4: Dove indirect distribution channel structure
Source: Structure of distribution channels
Dove focuses on two primary channels for its operations, emphasizing the importance of promoting distribution channels and fostering sustainable, long-term partnerships The brand prioritizes ensuring a swift and comprehensive supply of products, particularly to major supermarket chains like GO&BigC and Coopmart Additionally, Dove aims to enhance discount rates for bulk purchases to attract more customers.
The marketing plan for Dove Damage Repair Shampoo in the Vietnam market focuses on strategic distribution through supermarket chains and convenience stores, ensuring that products are prominently displayed in high-visibility areas to attract consumer attention By leveraging effective placement, the campaign aims to enhance brand visibility and drive sales among target demographics.
Dove's current distribution channel is inefficient, as it relies on Unilever Mall stores on platforms like Shopee and Lazada, which complicates the shopping experience for customers seeking Dove shampoo To enhance customer convenience and boost sales, Dove should establish its own dedicated online shop on major e-commerce sites, offering exclusive promotions to attract shoppers This strategy will align with modern shopping preferences and ensure a more streamlined purchasing process for Dove products.
Dove's expansion into exclusive stores will allow the brand to directly reach customers, enhancing accessibility and engagement This new distribution channel not only provides a dedicated space for Dove products but also serves as a consultation hub where customers can seek advice and answers about hair care.
Promotion strategy
Dove Stimulate Hair Growth 2in1 not only strengthens your hair but also promotes healthy growth By choosing Dove's 2in1 formula in eco-friendly packaging, you contribute to our commitment to environmental sustainability.
To effectively promote your brand, maintain a strong presence in traditional advertising channels such as TV, ensuring consistent prime time slots on VTV and HTV Utilize high-visibility LCD billboards in busy locations like airports, highways, and public squares Additionally, enhance your online strategy by frequently posting product advertisements, engaging regularly with customers, and organizing interactive mini-games to boost participation and interest.
Build new campaigns, new advertising content to attract audiences Hire your customers to be models in commercials, let customers experience Dove products and express opinions of the audience.
- Specifically the advertising campaign for the Dove line of stimulate hair growth 2in1 shampoos:
Launch an engaging advertising campaign for Dove Damage Recovery featuring the innovative "Dove Stimulate Hair Growth 2in1" formula, enriched with grapefruit peel extract This initiative aims to attract new customers seeking effective hair care solutions while expressing gratitude to our loyal supporters who have championed Dove throughout the years.
"Revitalize your damaged hair with Dove's expert-recommended repair shampoo Our upcoming advertising campaign will feature real customer experiences shared through various media platforms, including the internet and newspapers Join us as we invite individuals to try Dove's damage repair shampoo and provide their honest feedback on its transformative effects."
This marketing plan outlines the strategy for launching Dove Damage Repair Shampoo in the Vietnamese market The product aims to address common hair damage issues faced by consumers, emphasizing its nourishing and restorative properties The target audience includes individuals seeking effective hair care solutions, particularly those with damaged or dry hair Key marketing tactics will involve social media campaigns, influencer partnerships, and in-store promotions to enhance brand visibility Additionally, the plan will focus on highlighting Dove's commitment to quality and care, positioning the shampoo as a trusted choice for consumers in Vietnam.
Hire KOLs and celebrities to promote the campaign, they will take pictures with the bottle Dove shampoo with the hashtag #WithDoveDamageRecoveryStimuateHair
#DoveFromGrapeFruitPeelExtract to widely spread the campaign for everyone to know.
Dove is launching an exciting contest for female internet users on its online platforms, inviting them to showcase their hair transformation Participants will take two photos—one before and one after using Dove products to restore their hair To enter, they must publicly share their photos along with the hashtags #CungDovestimulateHairGrowth2in1 and #Kichthichmoctoc.
Join the #DoveChietxuatvobuoi contest by showcasing your hair transformation and sharing your genuine feelings about the Dove brand and its product line Participants will be evaluated based on the clarity of their hair fix and their heartfelt testimonials The winner will receive a complete set of Dove products, including shampoo, conditioner, and cream, along with a cash prize of 5,000,000 VND.
Dove will enhance its campaign with targeted advertising initiatives in collaboration with major supermarkets like GO&BigC and Coopmart, featuring banners and signage to inform customers about the campaign To support this effort, Dove plans to introduce promotions, such as offering a complimentary bath sponge with the purchase of a shampoo bottle and providing product bundles at discounted prices Additionally, Dove will engage in e-commerce activities by participating in sales events and special promotions designed to attract customers with appealing deals.
On significant women's holidays like March 8, October 20, and November 20, there are numerous promotions, discounts, and gifts to celebrate women Customers who purchase Dove products totaling over 500,000 VND will receive a discount voucher for their next purchase.
- Promotion for intermediaries, retailers, wholesalers
To enhance sales performance, it is essential to implement supportive policies for high-achieving sales intermediaries, including increased discount rates for bulk imports and exclusive Dove shampoo sales Additionally, providing promotional materials such as gifts, banners, and product display shelves will further incentivize these intermediaries Collaborating on advertising initiatives and encouraging consumers to choose Dove products will also strengthen brand visibility and drive sales growth.
The Dove Self-Esteem project will be continued to continue its mission of protecting and motivating girls, helping them overcome problems related to body shaming and improving self-esteem
Dove has traditionally not sponsored beauty contests, but next year, the brand plans to support events like Miss Universe, The Face, and Vietnam's Next Top Model This strategic sponsorship aims to enhance Dove's visibility and popularity in the beauty industry.
Dove's Diagnostic Tool program for assessing hair damage has garnered positive feedback from customers, but it has yet to be launched in Ho Chi Minh City.
This marketing plan outlines the strategy for launching Dove's new Damage Repair Shampoo in the Vietnamese market The plan focuses on identifying target demographics, leveraging digital marketing channels, and creating engaging content to highlight the product's benefits Emphasizing the unique selling propositions, such as nourishing ingredients and hair restoration capabilities, will be crucial in attracting consumers Additionally, partnerships with local influencers and beauty experts will enhance brand visibility and credibility Overall, the objective is to establish Dove as a leading choice for hair care solutions in Vietnam.
● Vietnam is a country with very high political stability, providing fair competition and facilitating the sustainable development of products.
The shampoo market is becoming increasingly competitive, with the emergence of well-known brands such as Pantene, Clear, Sunsilk, and Rejoice, both domestically and internationally.
● The average income of people in general is still low, especially in rural areas
Many individuals prefer using locust fruit for hair washing, believing that conventional shampoos contain harsh chemicals that can deplete hair moisture.
Report on the estimated hair care market share in 2016 and 2025
This marketing plan outlines the strategy for launching Dove Damage Repair Shampoo in the Vietnamese market The focus is on addressing the unique hair care needs of Vietnamese consumers, emphasizing the product's nourishing and restorative properties Key marketing tactics will include targeted advertising campaigns, partnerships with local influencers, and promotional events to enhance brand visibility Additionally, the plan will leverage social media platforms to engage with potential customers and drive product awareness By aligning with local beauty standards and preferences, Dove aims to establish a strong presence in Vietnam's competitive hair care industry.
Dove currently ranks third in the women's shampoo market, following Clear and Sunsilk, while P&G's Pantene and Head & Shoulders trail behind This presents a significant opportunity for Dove to enhance its competitiveness and solidify its position in the shampoo industry through an effective marketing strategy.
Popular Shampoos
Dove faces significant competition in the Vietnamese shampoo market, as rivals are intensifying their advertising efforts and promotions This increased focus on marketing strategies threatens Dove's market segmentation and strong position, necessitating a strategic response to maintain its competitive edge.
Pantene, a brand of Procter & Gamble in Vietnam since 1995, emphasizes the significance of healthy hair for women With a commitment to enhancing hair health, Pantene offers a range of six main shampoo products tailored to meet the needs of Vietnamese customers, ensuring beautiful and healthy hair for every woman.
- Pantene also has many different product categories like Dove, so the competition is very high
- Pantene has succeeded in positioning its product quality when most consumers feel that Pantene shampoo smoothes the hair, moisturizes the hair very well
- In addition, experts also agree that Pantene shampoo is the best anti-hair loss shampoo.
- The disadvantage that almost every customer complains about Pantene is that the scent of the shampoo is heavy, not gentle, and feels uncomfortable when smelling them.
This marketing plan outlines the strategy for launching Dove's new Damage Repair Shampoo in the Vietnamese market The plan focuses on understanding local consumer preferences, emphasizing the product's benefits, and utilizing targeted advertising campaigns Additionally, it includes partnerships with local influencers and beauty experts to enhance brand visibility and credibility The marketing approach aims to position Dove as a leader in hair care solutions, appealing to the growing demand for effective damage repair products among Vietnamese consumers.
- The price is also said to be a shortcoming of Pantene when everyone says the price is quite high.
Sunsilk, which entered the Vietnamese market in 1995, has grown to become a beloved brand among Vietnamese consumers With a 13% share of the women's shampoo market, Sunsilk ranks among the top three hair care brands in Vietnam, solidifying its position as one of the leading names in the industry.
- There is a successful parent company behind Unilever
- The price is suitable with the income of Vietnamese people
- Effectively nourishes coarse hair and gives a magical silky smooth hair
- Various, outstanding and attractive advertising campaigns Models are diverse and often use celebrities to advertise.
- - There are still many modern technologies and machines that have not been applied
- Not really outstanding compared to competitors and occupies a relatively small market share in the Dove shampoo market in Vietnam
CLEAR, a trademark of the Unilever group, offers advanced solutions to eliminate dandruff and address various scalp issues Gradually entering the Vietnamese market, CLEAR has established itself as the leading shampoo brand in Vietnam Suitable for both men and women, CLEAR effectively removes dandruff and helps prevent its recurrence, promoting smooth and healthy hair.
Vietnam's climate is ideal for the "Clear Cool Mint Shampoo," making Dove the leading shampoo brand with a significant market share.
- CLEAR is loved for its anti-dandruff feature
- The ads are attractive, attract viewers and often use famous artists to appear in the ads.
- Clear shampoo is too focused on the features of the product, so the product does not have many product lines for customers to choose from
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market focuses on addressing the needs of consumers seeking effective hair care solutions This product aims to restore damaged hair while promoting healthy hair growth, leveraging Dove's established reputation for quality The strategy includes targeted advertising campaigns, collaborations with local influencers, and engaging social media content to enhance brand visibility Additionally, market research will inform pricing strategies and distribution channels to ensure accessibility for the target audience By emphasizing the benefits of the Damage Repair Shampoo, Dove seeks to capture a significant share of the Vietnamese hair care market.
The rising standard of living among the young population, particularly women, presents a significant opportunity for businesses to enhance their market presence and effectively promote their products.
Dove Damage Repair Shampoo is a well-known product renowned for its effective damage repair properties Dove has successfully established a strong brand presence in the market and has earned the trust and loyalty of its customers.
● Success in branding Dove comes with an image that protects the beauty of women and their voices
● The packaging is made from plastic containing polyethylene, a safe plastic for product packaging and can be easily recycled, thereby helping to reduce pollution and protect the environment
● Communication campaigns that cause plus points in the hearts of customers about good service and customer care
● Promotions, year-end sales, customer gratitude received enthusiastic responses from customers.
● Young people are currently a large and potential market, but Dove has not yet had any advertising or marketing campaigns targeting them
● Too interested in "Restore Damage" shampoo products that neglect other shampoo product lines with other features
● Product packaging is too boring, need innovation
● Owning many distributors and retailers will easily cause conflicts between levels, dumping and losing brand image
● There is no Dove exclusive store yet.
● Promotions and customer gratitude programs take place with too few and limited times
● TV commercials no longer attract much attention and Dove does not sponsor beauty contests.
● Vietnam's economy is growing and income levels are also increasing
As education levels rise, individuals increasingly prioritize their health and well-being, making Dove's advertising efforts that highlight the brand's benefits a strategic and timely initiative.
● Vietnam is a religiously free country, so the distribution and advertising of products are not bound like other Asian countries
The marketing plan for Dove Damage Repair Shampoo in the Vietnamese market aims to address the growing demand for effective hair care solutions This product is designed to restore and rejuvenate damaged hair, appealing to consumers seeking quality and reliability The strategy includes targeted advertising, partnerships with local influencers, and promotional events to enhance brand visibility Additionally, the plan emphasizes the importance of digital marketing channels to reach a wider audience and engage with potential customers effectively By focusing on consumer education and showcasing the product's benefits, Dove aims to establish a strong presence in Vietnam's competitive hair care market.
● Vietnam is a country with very high political stability, providing fair competition and facilitating the sustainable development of products.
The shampoo market is becoming increasingly competitive, with well-known brands like Pantene, Clear, Sunsilk, and Rejoice emerging both locally and internationally.
● The average income of people in general is still low, especially in rural areas
Many individuals prefer using locust fruit as a natural alternative for hair washing, believing that conventional shampoos are laden with chemicals that can deplete hair moisture.
IV SEGMENTARY STRATEGY, TARGET MARKET AND POSITIONING
Market segmentation in marketing involves dividing a wide consumer or business market into smaller sub-groups, known as segments, based on shared characteristics among existing and potential customers.
Market segmentation involves identifying shared characteristics among consumers, such as needs, interests, lifestyles, and demographics The primary goal is to pinpoint high-yield segments that promise profitability and growth potential, allowing businesses to focus their efforts on these lucrative groups.
The segment of customers using shampoo on the market:
Income: school age, depends on parents and has no income Some may be financially independent.
Lifestyle: Appearance of top concern.
TV, accessing the Internet and then being attracted to attractive ads.
Loyalty: easy to pay attention to new things, change quickly Influenced by family, friends, celebrities
Rate of use: quite high
Lifestyle: They can spend a lot of time and money improving their appearance.
Loyalty: Will become loyal customers if the product is of good quality and effective →
Dove’s position map
To adapt to the evolving market, Dove is introducing a new product, the "Dove Stimulate Hair Growth 2in1," enhancing its product mix The shampoo market is increasingly competitive, with numerous domestic and international brands, each offering unique attributes Dove is recognized for its ability to smooth and repair damaged hair, maintaining a strong presence in consumers' minds despite the rise of competitors with similar damage repair features With its established reputation and commitment to quality, Dove aims to leverage its brand recognition to introduce this innovative hair growth stimulating formula, addressing a growing consumer demand for effective shampoo solutions.
The Center for Drugs, Cosmetics, and Food Testing in Ho Chi Minh City has identified various harmful chemicals present in hair growth-stimulating shampoos available on the market, including Propylene Glycol, Sodium Laureth, and Diethanolamine.
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market focuses on addressing the unique hair care needs of Vietnamese consumers The strategy emphasizes product quality, leveraging Dove's established brand reputation for nourishing hair Key marketing tactics include targeted advertising campaigns, collaborations with local influencers, and promotional events to increase brand awareness Additionally, market research will guide product positioning and pricing strategies to effectively compete with local and international brands By highlighting the benefits of damage repair and hydration, the campaign aims to resonate with consumers seeking effective hair care solutions.
Harsh chemicals like DEA, Methylisothiazolinone, Paraben, and 1,4-dioxane can lead to severe scalp reactions and hair damage Experts recommend opting for natural shampoos enriched with herbal extracts such as aloe vera, locust, lemon, lemongrass, and grapefruit peel, which promote safe and effective hair growth Thus, the introduction of "Dove shampoo with damage recovery features and stimulating hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" presents an excellent solution for healthier hair.
Our latest formula features the unique hair growth-stimulating benefits of grapefruit peel extract, enhancing the traditional hair restoration properties This innovative blend not only promotes the growth and strengthening of hair follicles but also ensures a mild, pleasant fragrance Experience thicker, stronger hair with our advanced solution.
“Dove - Solution for quality fast hair growth, the solution for your beauty”
Our new product harnesses the hair growth stimulating power of grapefruit peel extract, offering a solution not just for typical hair damage but also promoting thicker, healthier hair.
The current packaging, primarily white to convey purity, has become familiar to customers over time To rejuvenate the brand image, a new design featuring yellow and white will be introduced, sparking curiosity while maintaining the product's quality and characteristics This change aims to create a fresh experience for customers while ensuring they still feel a connection to the product they know and love.
Dove prioritizes the use of eco-friendly packaging materials, aligning with its commitment to environmental protection and contributing to the company's overall success The brand utilizes low-density polyethylene (LDPE) plastic, marked by code 4, which is prominently displayed in the accessory section of Dove shampoo bottles Recognized as one of the safest options for product packaging, LDPE is not only recyclable but also supports Dove's sustainability goals.
Dove offers a comprehensive range of customer support services across both online and offline platforms, ensuring quick and efficient responses to inquiries Their commitment to enhancing service quality includes regular website maintenance and increased customer engagement through various channels For assistance, customers can reach Dove's support service at Tel: 08-38236651 or via email at tuvankhachhang@unilever.com, with contact information prominently displayed on every bottle of Dove shampoo Additionally, customers can connect with Dove through their Facebook, Instagram, website, and YouTube channels.
Continuing to use and maintain its prestigious pricing concept, Dove uses price as a tool to create high-quality associations with its brand and marketing campaigns This pricing
Dove's established brand image positively impacts customer growth and retention, allowing the company to effectively implement its marketing strategy in Vietnam The brand's pricing strategy involves setting high prices, surpassing those of its competitors in the industry, and maintaining this price level without showing a tendency to lower prices to lead the market By doing so, Dove focuses on its core product offerings, without relying on complementary products, further solidifying its market position.
Table 1.2: Price of Dove stimulate hair growth 2in1
Currently Dove is doing business through its three main distribution channels:
Dove indirect distribution channel structure
Source: Structure of distribution channels
Dove focuses on two primary channels for its operations, emphasizing the importance of promoting distribution channels and fostering sustainable, long-term partnerships The brand aims to ensure a swift and complete supply of products, particularly to major supermarket chains like GO&BigC and Coopmart Additionally, Dove plans to enhance discount rates for bulk purchases to attract more customers.
This marketing plan outlines the launch strategy for Dove Damage Repair Shampoo in the Vietnamese market The focus will be on promoting the product through various channels, including supermarket chains and convenience stores, ensuring that it is prominently displayed in high-visibility locations By leveraging effective marketing techniques, the plan aims to capture consumer attention and drive sales for this new offering.
Dove's current distribution channel is inefficient, as it relies on selling its products alongside other Unilever items in online marketplaces like Shopee and Lazada This approach complicates the shopping experience for customers seeking Dove shampoo To improve accessibility and enhance customer engagement, Dove should establish its own dedicated online store on e-commerce platforms, offering exclusive promotions to attract shoppers This strategy will cater to the evolving preferences of consumers and ensure a more streamlined shopping experience now and in the future.
Expanding Dove's distribution channels by establishing exclusive stores will enable direct access to customers, enhancing brand visibility and customer engagement These dedicated outlets will not only facilitate easier product access but also serve as consultation hubs where customers can seek expert advice on hair care products and get their queries addressed.
Dove Stimulate Hair Growth 2-in-1 not only strengthens your hair but also promotes healthy growth By choosing Dove's 2-in-1 formula packaged in recycled materials, you contribute to our commitment to environmental sustainability.
To maintain brand visibility, continue utilizing traditional advertising channels such as TV, focusing on consistent prime-time ads on VTV and HTV Enhance outdoor presence with LCD billboards in high-traffic areas like airports, highways, and public squares Additionally, leverage online platforms by regularly posting product advertisements, engaging frequently with customers, and organizing interactive mini-games to boost participation and brand loyalty.
Build new campaigns, new advertising content to attract audiences Hire your customers to be models in commercials, let customers experience Dove products and express opinions of the audience.
- Specifically the advertising campaign for the Dove line of stimulate hair growth 2in1 shampoos:
Launch an advertising campaign for Dove Damage Recovery, featuring the innovative "Dove Stimulate Hair Growth 2in1" formula with grapefruit peel extract This campaign aims to attract new customers seeking effective hair care solutions while expressing gratitude to loyal supporters who have stood by Dove throughout the years.
"Revitalize your damaged hair with Dove's expert-recommended damage repair shampoo Our advertising campaign will feature testimonials from satisfied customers, showcasing their transformative experiences Join us as we invite you to discover the nourishing power of Dove through various media channels, including the internet and newspapers."
The marketing plan for Dove's new Damage Repair Shampoo in the Vietnam market focuses on promoting its unique benefits, targeting consumers seeking effective hair care solutions The strategy includes market research to understand local preferences, competitive analysis, and the development of engaging advertising campaigns Emphasizing the product's nourishing ingredients and repair capabilities, the plan aims to position Dove as a trusted brand in hair care Additionally, leveraging social media and influencer partnerships will enhance brand visibility and drive consumer engagement Overall, the marketing plan seeks to establish Dove Damage Repair Shampoo as a go-to choice for Vietnamese consumers looking to restore their hair's health and shine.
Hire KOLs and celebrities to promote the campaign, they will take pictures with the bottle Dove shampoo with the hashtag #WithDoveDamageRecoveryStimuateHair
#DoveFromGrapeFruitPeelExtract to widely spread the campaign for everyone to know.
Dove is launching a contest on its online platforms, inviting female internet users to participate Participants are required to take photos showcasing their hair before and after using Dove products, and then share these images publicly with the hashtags #CungDovestimulateHairGrowth2in1 and #Kichthichmoctoc.
Join the #DoveChietxuatvobuoi contest by showcasing your hair transformation and sharing your genuine thoughts on Dove and its product range Participants will be evaluated based on the clarity of their hair fix and the honesty of their testimonials The winner will receive a complete set of Dove products, including shampoo, conditioner, and cream, along with a cash prize of 5,000,000 VND.
Dove is launching a comprehensive advertising campaign in collaboration with major supermarkets like GO&BigC and Coopmart, featuring banners and signs to raise customer awareness To enhance this initiative, Dove will offer promotions such as complimentary bath sponges with shampoo purchases and attractive product bundles at discounted prices Additionally, the brand will engage in e-commerce events, providing exclusive deals during special sales periods to entice customers.
On significant women's holidays like March 8, October 20, and November 20, special promotions, discounts, and gifts are offered to celebrate women Customers purchasing Dove products worth over 500,000 VND will receive a discount voucher for their next purchase.
- Promotion for intermediaries, retailers, wholesalers
To enhance the effectiveness of sales intermediaries achieving exceptional targets, it is crucial to implement supportive policies and increase discount rates for bulk imports or exclusive sales of Dove shampoo products Additionally, providing promotional gifts, banners, and product display shelves will further incentivize these intermediaries Strengthening advertising partnerships and encouraging consumer engagement with Dove products will also contribute to overall sales growth.
The Dove Self-Esteem project will be continued to continue its mission of protecting and motivating girls, helping them overcome problems related to body shaming and improving self-esteem
Dove has historically been absent from sponsoring beauty contests, but next year, the brand will take a step forward by sponsoring events like Miss Universe, The Face, and Vietnam's Next Top Model This strategic move is expected to enhance Dove's visibility and popularity in the beauty industry.