PRINCIPLES OF MARKETING subject name doves marketing strategy analysis in vietnam market and make proposals

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING - - ESSAY PRINCIPLES OF MARKETING Subject name: Dove's marketing strategy analysis in Vietnam market and make proposals Teacher: Nguyen Thi Minh Ngoc Student implementation: Ung Thi My Duyen: 2021008423 Hoang Thu Ha: 2021008431 Le Dinh Cat My: 2021008476 Pham Thi Huynh Na: 2021008481 Nguyen Mai Bao Vy: 2021008595 Ho Chi Minh City - 2021 ACKNOWLEDGMENT Dear Ms Minh Ngoc, First of all, we would like to thank you for being with us this past semester Although we still have many mistakes and the epidemic has caused a lot of obstacles, we are very grateful to you for imparting us useful knowledge as well as enabling us to complete the course in a timely manner This essay was done within three weeks and it was our first time doing it Therefore, our knowledge is still limited and mistakes will inevitably be made, we hope you can sympathize with it Finally, we wish you good health and more and more success in your teaching career Thank you again and all the best to you! TABLE OF CONTENTS 01 INTRODUCTION 02 MARKETING ENVIRONMENT .3 I Microenvironment The Company .3 The Supplier 3 Intermediaries .4 3.1 Reseller .4 3.2 Physical distribution firms 3.3 Marketing services agencies Competitors 5 Publics Customers II Macroenvironment Demographic environment Economic environment Natural environment The Technological environment Cultural environment 10 Political and social environment 10 03 SEGMENTATION – TARGETING – POSITIONING 11 I Segmentation 11 II Targeting 13 Target Strategy 13 Target market .14 III Positioning 14 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals 04 MARKETING MIX 16 I Product .16 Type of product 16 Individual product and service decision 2.1 Product attribute 16 2.2 Branding .16 2.3 Branding strategy .17 Product mix 18 Product Life Cycle .21 II Price 22 Pricing Method 22 Pricing Strategies .22 2.1 New – product pricing strategies 22 2.2 Product mix pricing strategies 23 2.3 Price adjustment strategies 23 III Place .24 Channel Behavior & Organization 24 Channel Design Decision 25 IV Promotion 26 Promotion Mix 26 1.1 Advertising 26 1.2 Public relations 27 1.3 Personal selling 29 1.4 Sales promotion .29 Promotion Mix Strategies 30 05 PROPOSE .32 REFERENCES 34 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals INTRODUCTION UNILEVER Unilever is a multinational company founded by the UK and the Netherlands specializing in the production and sales of personal, household and food products, officially established in Vietnam and put into operation in 1995 Some Unilever's brands such as Dove, OMO, P/S, Clear, Pond's, Lifebuoy, Sunsilk, Lipton, Sunlight…have become familiar products of every Vietnamese family DOVE DOVE is a typical brand of Unilever, contributing a significant part to Unilever's reputation Dove’s product first appeared in 1957 as a soap bar used by soldiers during World War II After that, with improvements in the formula, Dove impressed consumers with its ability to moisturize in a cleansing product This is also a unique feature that makes the brand become one of the world’s most beloved beauty brands Up to now, Dove has become a prestigious global brand with more than 50 years of experience in the cosmetic chemical industry They offer a wide range of products: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products… MISSION Since its birth, Dove has set a mission of pure beauty care, always attaching importance to "real beauty" During many years in the market, they persistently |1 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals built the belief in natural beauty in the hearts of women around the world and always strives to help women overcome stereotypical beauty and develop positive feeling with the way they look Dove also try to raise their self-esteem and be more confident with their own body with the philosophy: "Only natural beauty lasts forever” Besides enhancing the beauty of women, Dove also cares about men In 2015, Dove launched a men's product line with the message: "Men only become masculine when they know how to care for their family and themselves" Not only that, the brand's goal is to target all those who identify as female and nonbinary with the aim of breaking down gender, color and racial discrimination to create equality in modern life ACHIEVEMENT Today, Dove has become a trusted friend of women in over 80 countries and their products are offered for both women, men, and babies In VietNam, with the “Ad makeover campaign”, Dove has successfully pushed back 171 million banners with negative messages The company reached more than 5.5 million female users – half a million more than its original target What makes Dove successful not only comes from the product quality but also from the value Dove brings to customers It is a long image of beauty without stereotypes |2 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals billion-dollar campaigns, nor openly sponsor any events What Dove brings is the contribution of spiritual values, both encouraging and supporting women to believe in themselves and be confident with the beauty they have This has brought a very good PR effect to Dove, making Dove's good images appear on the pages of newspapers and magazines, impressing customers in the most skillful way 1.3 Personal Selling Although not as popular as previous tools, personal selling is an option that Dove considers investing in their booth activations or brand’s events This is a tool helping reach new audiences that haven't yet interacted with the brand, learn their needs, interests, and collect consumer feedback It is also an opportunity for Dove to increase brand recognition Personal selling is a chance to bring new experience to customers, affirm brand value, thereby creating intimacy with them Although the disadvantage of this tool is quite expensive, it can reach deeper with the potential customers and expand the target audience 1.4 Sales Promotion | 29 Figure 13 Some booth activations and Dove’s events PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals Dove also uses sales promotion to encourage the purchase or sales of a product or a service in a short time Examples of sales promotion are found everywhere such as in magazines, supermarkets or anywhere that attract customer attention Besides, sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response Consumer promotions Final buyer is one of the objectives targeted by Dove For example, in 2020, Dove launched a series of attractive promotions such as giving out free samples combined with shampoo to not only encourage their customers to quickly buy the product, but also make a chance for trying another one In addition, on annual Black Friday, Dove releases many attractive coupons on supermarket shelves or on E-commerce channels Trade promotions Trade promotion can persuade resellers like Lottemart, Coopmart, Bach hoa xanh… to give them shelf space, promote their product in advertising and push it to consumers This is a mutually beneficial agreement guaranteed by offering price-off, allowances and so on Promotion Mix Strategies Push and Pull Strategy  Push: In push strategy, Dove gives many attractive offers to their resellers such as discounting for huge purchases, offering free goods to retailers and wholesalers or giving them specialty advertising items like bags and pillows Besides, the Dove manufacturer or service provider always has a team of professional staff available such as: sales support, | 30 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals supervision, area manager in order to convince the agents to sell their products to customers After receiving an offer from Dove, these resellers will promote their products through advertising, personal selling to grab consumer’s attention  Pull: In the pull marketing strategy, in addition to some meaningful campaigns above that spread Dove's reputation Dove also brings customers closer to them with attractive promotions Every time Dove launches new products, on major holidays or every time they want to thank their customers, Dove will have buy get free programs, buy combos with cheaper prices, gifts included with purchase, and most commonly discount vouchers on e-commerce platforms Dove uses this strategy very often in order to capture customer visibility in supermarkets, markets and grocery stores Since most Vietnamese consumers, especially housewives, all prefer to have a gift included every time they buy an item Figure 14 Some of Dove’s promotion to attract customers | 31 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PROPOSE PRICE In the Vietnam market, consumers always consider when they pay a high price for Dove's product Almost all Dove's products target from the middle to high income segment, which makes Dove less popular than its competitors such as Clear and Sunsilk For example, Sunsilk shampoo has the same quality compared to Dove ones, however, its price is cheaper than Dove’s This is the reason why Vietnamese people having low income can easily afford to pay for Sunsilk’s products instead of Dove Therefore, Dove should have a suitable price adjustment strategy to attract people from many segments PRODUCT LINE Dove has always been known for its moisturizing abilities However, Dove's products only focus on moisturizing body skin and hair care With the current beauty trend, women are interested in moisturizing facial products such as moisturizing lotion, moisturizer cream With its impressive moisturizing ability, Dove should diversify its product line and expand its focus on facial care items Vietnam is considered as one of potential markets for the beauty industry in Asia Thus, the demand for using beauty and personal care products is rising annually On the Dove USA product list, there are many products meeting Vietnamese people's needs but are not available in Vietnam such as Instant Foaming Body Wash used for sensitive skin or Men Care collection Dove should expand their product line to create more market share in Vietnam | 32 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals ADVERTISEMENT Dove should promote advertising in the Vietnamese market more strongly Regarding advertising, Dove should invest in its ads to appear more on TV along with popular TV channels such as VTV3, HTV7 ; cooperate more with famous people, especially the influencers to create more quality ads In terms of public relations, in the Vietnamese market, Dove should have more meaningful activities for the community, be it charity programs, volunteering sessions, workshops on hair care and health care or scholarship funds named Dove like other brands often In addition, Dove should also spend more in sponsoring TV game shows or music videos of famous singers Currently in Vietnam is the emerging social network tiktok, Dove should take this opportunity to advertise their products on the tiktok platform to reach more audiences This is the easiest way to get the attention and trust of customers | 33 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals REFERENCES Maple holistics: Dove Company History and Review: Real Beauty, Real Soap! (16.11.2016) https://blog.mapleholistics.com/blog/dove-company-history-and-review-real-beautyreal-soap/? fbclid=IwAR2yGekkexhjfpfHnWDiPTU4qPj9moq7meSeXPlQ786sDXFXhFcTu4WFksI Dove Official Website https://www.dove.com/us/en/stories/about-dove.html? fbclid=IwAR2y3t4bmbC95KnyoMRNqTBiaNIJ14Y1pgK3tnFi1lqnhQOrILvejMU2H-8 Marketing AI: “Chiến dịch cảm động Dove giúp mẹ gái xích lại gần nhau” (10.05.2018) https://marketingai.admicro.vn/chien-dich-cam-dong-cua-dove/? fbclid=IwAR0cLSpdsbcS2cPQN9FPMMuoxkK8c6gebGLfJF1ep11aHVd2VU5GEqwEI e4 Brands Vietnam: “Chiến dịch Dove "Vẻ đẹp thực sự": Sự cộng hưởng tiếng nói thứ ba” (08.03.2013) https://www.brandsvietnam.com/1308-Chien-dich-Dove-Ve-dep-thuc-su-Su-conghuong-cua-nhung-tieng-noi-thu-ba?fbclid=IwAR1LCRQAkiNMPKMkEUK8UmKXiffLFV9GN7dB26qaVjGZsUDtH1JkTg_H0U Brands Vietnam: “Cannes Lions 2021: Dove giành giải Grand Prix, giải Gold giải Silver với ‘Courage is beautiful” (23.06.2021) https://www.brandsvietnam.com/congdong/topic/318443-Cannes-Lions-2021-Dovegianh-duoc-1-giai-Grand-Prix-1-giai-Gold-va-2-giai-Silver-voi-Courage-is-beautiful ?fbclid=IwAR3anogOcjPZHlxhX_UM7TqfnXdK03CiVCh6jaV3PXqDiTMVundi70Qp6nI TronHouse: “DOVE - 15 NĂM MỘT HÀNH TRÌNH ĐỒNG HÀNH CÙNG PHỤ NỮ TỒN THẾ GIỚI” (03.03.2020) https://tronhouse.com/dove-15-nam-mot-hanh-trinh-dong-hanh-cung-phu-nu-toanthe-gioi-p8882? | 34 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals fbclid=IwAR08MR50ysY_SMb6RcdI1ugHn970Cz4pOzpd7Mi_vhQT5fT5V0M6Ve7yQ UQ TopVietreview: “Thương hiệu mỹ phẩm Dove” (08.04.2021) https://topvietreview.com/thuong-hieu-my-pham-dove-top-viet/? fbclid=IwAR3Q81PFikL0oQeRmx3B8ZZB4H-IkddowUjn62_tV-ouFd-Zv6cfa9kQ5hE Q&Me: “Ý kiến 1000 người Việt Nam nhãn hiệu dầu gội đầu” https://qandme.net/vi/baibaocao/Cac-nhan-hieu-dau-goi-dau-pho-bien-nhat-trenthitruong-hang-tieu-dung-Viet-Nam.html/ Unilever Official Website https://www.unilever.com.vn/news/news-and-features/2018/guong-mat-moi-cuaUnilever-Viet-Nam.html Dichvusieuthi: “Thông tin phân phối Unilever Việt Nam, thống lĩnh thị phần” (01.07.2019) https://profit500.vn/Thong-tin-doanh-nghiep/CONG-TY-TNHH-QUOC-TE-UNILEVERVIET-NAM-Chart 18-2021.html https://www.elle.vn/elle-network/brand/dove Avada.io: “Dove Marketing Strategy: How Dove became the voice of women” https://avada.io/resources/dove-marketing-strategy.html Marketing91: “Marketing Strategy of Dove” (16.06.2018) https://www.marketing91.com/marketing-strategy-of-dove/ https://shopee.vn/unilever_international?categoryId=100630&itemId=1269129981 Bach hoa xanh Website https://www.bachhoaxanh.com/dau-goi-dove BẢNG ĐÁNH GIÁ ĐĨNG GĨP VÀ MIÊU TẢ CƠNG VIỆC | 35 PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals PRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposalsPRINCIPLES.OF.MARKETING.subject.name.doves.marketing.strategy.analysis.in.vietnam.market.and.make.proposals