(Tiểu luận) identifying market segmentsand market targets of a product servicethat your business going to launch to themarket

Identifying potential opponents in Soap Market:RelevantCompetitorTarget Market Points of parityPOPsPoints of differencePODsLifebuoy All age groupsand genders Cleansing agent Affordable,

THUONG MAI UNIVERSITY INSTITUTE OF INTERNATIONAL TRAINING

-SUBJECT: MARKETING STRATEGY

CASE STUDY: IDENTIFYING MARKET SEGMENTS AND MARKET TARGETS OF A PRODUCT SERVICE THAT YOUR BUSINESS GOING TO LAUNCH TO THE

MARKET.

CLASS: 23100MMGT1117E Lecturer: Dang Phuong Linh Group: 6

Ha Noi, October 3rd

, 2022

20K610061 segments and targets

+ Powerpoint

segments and targets+ Powerpoint

positioning

Positioning

TABLE OF CONTENTS

TABLE OF MEMBERS 2

PREFACE 4

I Identify and Analyze potential opponents in Soap Market 5

1.1 Identifying potential opponents in Soap Market: 5

1.2 Analyzing potential opponents in Soap Market: 5

II Identifying market segments and targets marketing 7

2.1 Our brand’s name 8

2.2 Product 8

2.3 Identifying market segments 8

2.4 Target marketing 9

III Crafting Verte Soap’s positioning 11

3.1 Choosing a competitive frame of reference: 11

3.1.2 Identifying Potential Points-of-difference (POD) and Points-of-Parity (POP): 11

3.1.3 Brand Mantras: 12

3.2 Establishing Verte Soap’s Positioning 14

3.3 Alternative Approaches to Positioning: Storytelling 16

Conclusion 17

References 18

MEETING MINUTE 19

We made a decision to apply the knowledge gained from marketing andstrategy to our business to Identify market segments, targets, and craft ourbrand positioning.

I Identify and Analyze potential opponents in Soap Market

1.1 Identifying potential opponents in Soap Market:

Lifebuoy All age groups

and genders Cleansing agent Affordable, Personal-Care Soap for all

Direct competitors: Lifebuoy is a business that offers similar productsand services and targets the same customers in the geographic area ourbusiness serves

product and service and targets a different set of customers, but fallsunder our same general category

the same customers in our geographic area Besides baby skins are verysensitive, which is why they need to have good nutrition so the skin can

be strong Our Product - Verte Soap is to solve problems with baby skins

As a result, Optimum Gold becomes our Substitute competitor

1.2 Analyzing potential opponents in Soap Market:

❖ Lifebuoy:

● Strengths:

- Brand Reputation: Lifebuoy has been successful in gaining the trust

of customers in the market for nearly 100 years Health-centered

approach and communication have helped Lifebuoy gain credibilityand a large part of loyal customers.

- Affordable pricing: Lifebuoy has diversified pricing to suit all types

of markets, especially rural markets

- Wide distribution: Lifebuoy has a strong distribution channel

worldwide, making the product available in the most remote countries.Lifebuoy has made efforts to be present in rural markets where there is

a really high demand for the product

- Product Line Expansion: Lifebuoy has successfully expanded its

product line by introducing successful products such as hand sanitizer,shower gel, and hand sanitizer

● Weakness:

- Because it contains some cleaning ingredients, Lifebuoy soap willhave a slightly strong and pungent smell, not suitable for those whoare allergic to scents

- Some Lifebuoy soaps can irritate sensitive skin because of theirbactericidal action

❖ Johnson Baby shower gel:

● Strengths:

- As a product of a long-standing famous brand, Johnson Baby alwaysensures quality All products have a clear origin, information is fullyprinted on the packaging

- Safe ingredients, extracted from nature, effectively cleanse the skin,completely removing sweat, sebum, dirt, and harmful bacteria on theskin

- Balances the pH of the skin

- The superior formula does not sting the eyes and does not irritate theskin

- Johnson's Baby Shower Gel contains many nutrients to help nourishsoft skin from the inside, provide good moisture, nourish epidermalcells on the skin, and help your baby always be naturally healthy

- The product has a mild, pleasant fragrance, does not irritate the sense

of smell, has a positive effect on the senses, brings comfort to the babywhen bathing, and helps the baby sleep better and deeper

- Johnson Baby Shower Gel is produced in many different types, eachwith different sizes, weights, and shapes, moms are spoiled for choicewith the right product for their baby

Bài thảo luận Nhóm 6 Quản trị Logistics…Marketing 100% (16)

33

Marketing căn bản trường đại họcMarketing 100% (16)

34

Chiến lược kênh phân phối cà phê…Marketing 100% (13)

17

Xây dựng và phát triển thương hiệu x…

43

● Weakness:

- Because this is a famous line of shower gel, favored by many people,the market now has fake products, imitation goods, and poor-qualitygoods Therefore, it is difficult for mothers to choose to buy thisproduct for their babies

- Helps strengthen the beneficial bacteria in the intestinal tract andenhances the absorption of nutrients in milk and foods that babies eatevery day

- Help strengthen resistance, support children's immune system, andprotect children from common bacterial infections

- Help the bone and teeth system in children develop better, therebyincreasing the stable and regular height in accordance with thestandard

- The product that helps the baby to gain weight well is acomprehensive development milk powder

- The product is milk powder for babies from birth to 6 years old, so it

is very rich

- Categories for consumers to choose according to their needs

- The product that helps the baby to gain weight well is acomprehensive development milk powder

● Weakness:

- Constipation easily if used too much

- Easy to get a stomach ache and diarrhea when changing formula milk

II Identifying market segments and targets marketing

Marketing 100% (12)

2.1 Our brand’s name

Verte in French means the green color French brings a sense of elegance,romance, and luxury Green color has strong associations with nature andbrings to mind lush grass, trees, and forests Green is often described as arefreshing and tranquil color Other common associations with the colorgreen are money, luck, health, and envy

2.2 Product

Handmade Soap

These beautiful soaps are manufactured by hand via strict quality control

to produce beautiful spa soap or may be used as a soap or deodorant inthe bathroom, closet, drawer, or as decoration in your beautiful house

2.3 Identifying market segments

The goal segment of soap products is geographic, demographic, andpsychologic-behavioral segmentation:

Geography:

- Major cities and towns throughout the country As this is a largemarket with a high population density with a large density ofchildren

- Reasons: Lifebuoy, Johnson Baby Shower Gel, and Optimum Goldhave a strong distribution channel worldwide so their productsdesigns or features are the same in color, scents, and shape foreveryone, they are not customized for each customer’s style -> Theproducts are not unique to -> Verte is handmade so it is morediversified in color, scent, and shape

Demography:

- Age: Focus on the age of children from 3-6 and 8-12 These stagesare when our kids need to care about nutrition

- Family size: Young couples with smaller than 6 years old childrenand Young couples with 6-12 years old children.

- Occupation: Stable income occupations-> the product is affordable

- Reason: Lifebuoy is for all generations of family fromgrandparents, and parents to children Johnson Baby Shower Geland Optimum Gold are for newborns -> Verte is more focused onPre Teen and Pre Schooler Moreover, these audiences like eye-catching objects so handmade soap have the advantage

Age (3-6 Years old)-Pre Schooler Baby's skin is

still very tender and needs good products thatwon't harm the baby's skin.

(8-12)-Pre Teen Entering puberty, some

people will have problems with body odorleading to low self-esteem and apprehension

So they prefer to choose products that bringout the fragrance

Family

Life Cycle

Full Nest 1- Young couples with smaller than

6 years old childrenFull Nest 2- Young couples with 6-12 yearsold children

Psychologic

segmentation

attached and trusted

Vulnerable: the baby's skin or other parts such

as the eyes, nose, and mouth are very easilyirritated The product must make the baby feelcomfortable

Open-minded, exchange: like to exchange andget to know Especially knowing and caringabout people around you, especially those ofthe opposite sex, want to make a goodimpression

(grocery, supermarket, )

III Crafting Verte Soap’s positioning

3.1 Choosing a competitive frame of reference:

Relevant Competitors: Life Bouy, Johnson Baby Shower Gel, Optimum

Gold

3.1.2 Identifying Potential of-difference (POD) and of-Parity (POP):

Points-● PODs: are attributes or benefits that consumers strongly associate with a

brand, positively evaluate, and believe they could not find to the sameextent with a competitive brand

- Physical: Handmade soaps use less thickener content than industrial

products, so they are usually softer in texture and have poor heatresistance Under the influence of sunlight, Handmade soap easilymelts, so it should be stored in cool and dry conditions, avoidingdirect sunlight

- About the shape: For Handmade products, after creating a mixture of

liquid ingredients, they are poured into molds of various shapes anddesigns, and manually edited so the lines are not as angular as othershapes product of industry

- About the color: The coloring agents of Handmade soap are extracted

from natural ingredients, such as the yellow color of turmeric, theblack-gray color of activated charcoal, the orange color of gac fruit,and the green color of the leaves extremely rich and varied Industrialsoaps often have monotonous colors and similarities between brands

- About the scent: The flavoring agent in industrial soap is artificial

synthetic flavoring, with a strong and pungent aroma, and the ability

to keep the scent for many hours In Handmade products, onlyessential oils are used to create a fragrance, pleasant natural fragrancebut not durable

- In terms of foaming ability: Foaming agents are usually alkaline

anionic emulsifiers that are easy to irritate the skin, in Handmadesoaps, it is usually little or not this kind of ingredient Therefore, thefoaming ability of Handmade soap is often less than that of industrialsoap

- Our company organizes some workshops such as:

+ Let children experience how to make soaps by themselves andthey can use or send it as a gift for parents, or friends, (thisactivity aims to stimulate children's creativity)

+ Sell soap ingredients that can be made at home

● POPs: are attribute or benefit associations that are not necessarily unique

to the brand but may in fact be shared with other brands such as Lifebuoy

or Johnson Baby,

- Soaps care for the skin and protect against 99.9% of bacteria

- The formula contains Silver + ions and milk extract to help moisturizeand soften the skin

- The formula helps protect against bacteria and supports the bestnatural skin resistance

- Soaps have the main effect of increasing high humidity for the skin,even for babies It also works to take care of dry, cracked, and peelinghands, feet, and soles, providing smooth skin for up to 24 hours

3.1.3 Brand Mantras:

“Verte - Wrapped Up With Baby Skin”

We want to focus on providing a holistic, natural approach by providinghandmade soaps for skin care

thing, they spend nearly all their time thinking about them, so that theyforget about other things

Also the word ‘wrap’ góe ưith ‘baby’ means providing comfort andsupport for the baby and allowing the parent to focus on other things likeworking, or cleaning the house as they go about their everyday tasks

A logo is a visual product consisting of an image or text or a combination

of both images and text to help identify a brand

Use a circle as a logo because the shape usually represents:

- Perfection, completeness

- Warmth and friendliness

Circles are especially easy to use in the background design of logos or small icons placed on websites Especially useful for images on online channels (avatar facebook, instagram ) or as stamps for printing and pasting outside

“NATURAL SOAP”:

- Font: CARDO and size: 12.8

This font is clear for customers to know what we sell

“Verte”: company’s name

- Font: Brittany, and size:33

It brings viewers the feelings ofelegance, romance, and luxury

“Since 2022”:

- Font: CARDO and size: 15

The year when our company established

Oval shape is like a soap that we sell

Jasmine symbol: Jasmine has many uses for health and beauty Dressed inthe beauty of pure white, gentle, romantic and a seductive scent, jasmine has conquered the hearts of flower lovers

Color used is a collection of green so it brings freshness, lightness, and freshness

3.2 Establishing Verte Soap’s Positioning

- Announcing category benefits: Children at the age of 3-6 are

extremely hyperactive and curious, so it is completely normal andinevitable to get their hands and feet dirty due to mischief So instead

of parents trying to prevent their children from growing just becausethey are afraid their child will get dirty, why not join with the children,play with them and participate in that natural development process inorder to be able to more bonding with your child? Worried aboutgetting dirty? Don't worry, our soap which is in form of liquid and barwill solve that fear for beloved parents When you choose to buy ourproducts, it means that you have shown yourself as a parent who reallycares about your children So, what are you waiting for, let’s join thefun with your kids right now?

- Relying on the product descriptor: With modern production

technology, environmentally friendly packaging, pleasant scents, catching colors as well as being produced in many different funnyshapes, our bar soap product children will surely make your belovedkids wash their hands more often without you having to remind themanymore "Accompanying parents on the path of their children'sgrowth" - that is the goal we aim to reduce the worry of childrengetting dirty for parents

eye Communicating POPs and PODs:

Handmade soap/ washing gel Industrial soap (hand–washing gel)

scents/ingredients/colors (white/light

pink/yellow/ light green)

Expire date is shorter than

non-handmade soap/washing gel

The amount of industrial soap bar isfixed, and normally this can’t bechanged flexibly according to thecustomer’s needs

Foaming ability is weaker in

Ability to retain scents is better

Can be used as gifts on some special

occasions

Fixed function: used to clean/washhands

Can contact directly with

manufacturers in order to provide