So, Dove isknown as a credible brand among customers.High market share and brand identity: building customers'''' top-of-mind brandaccording to Dove campaigns’ feedback.Efficient redistribu
MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING MARKETING FALCUTY -□□□ □ - FINAL EXAM ASSIGNMENT COURSE NAME: Marketing Management Project: DOVE – EXFOLIATING SCALP SCRUB Instructor: MBA Ngô Minh Trang Code: 2311702006001 - 6011 Ho Chi Minh City, 2023 MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING MARKETING FALCUTY -□□□ □ - FINAL EXAM ASSIGNMENT COURSE NAME: Marketing Management Team Members Ordinal number Full name ID Đinh Tâm Như 2121009914 Hà Quỳnh Thanh Huyền 2121000298 Lại Thị Minh Thư 2121003774 Ngô Phương Uyên 2121003385 Ho Chi Minh City, 2023 DUTY ROSTER Full name ID Position Mission Contribution rate 100% Đinh Tâm 2121009914 Leader Assigning tasks to members 100% Như Composing the contents of 100% 2.3, 2.4, 2.5, 2.6, 3.3, 3.4, 100% Hà Quỳnh 4.3, 4.5, chapter Thanh Huyền Check the contents Ngô Phương 2121000298 Member Composing the contents of Uyên 2.2, 3.1, 4.4, 4.5 Synthesize the content Lại Thị Minh Thư 2121003385 Member Composing the contents of chapter 1, 3.2, 4.1, 4.5, chapter Check grammar 2121003774 Member Composing the contents of 2.1, 3.2, 4.3, 4.5, chapter Check grammar TABLE OF CONTENTS TABLE OF CONTENTS i IMAGE CATALOG iii ACRONYMS CATALOG v CHAPTER EXCUTIVE SUMMARY AND TABLE OF CONTENTS CHAPTER SITUATION ANALYSIS 2.1 Market Summery 2.1.1 Market Needs 2.1.2 Market Trends 2.1.3 Market Growth .3 2.2 Swot Analysis .3 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 2.4 Product Offering 2.5 Distribution 2.6 Critical issues .9 CHAPTER MARKETING STRATEGY 10 3.1 Objectives 10 3.2 Segmentation 10 3.3 Target Markets 11 3.4 Positioning 12 CHAPTER MARKETING TACTICS .13 4.1 Products 13 4.2 Price 14 i 4.3 Place 14 4.4 Promotion 15 4.5 Marketing Mix 16 CHAPTER FINANCIAL PROJECTION 21 5.1 Break-Even Analysis 21 5.2 Sale Forecast 21 5.3 Expense Forecast .21 5.3.1 Milestones 22 5.3.2 Monthly Expense Budget .22 CHAPTER IMPLEMENTATION CONTROLS .23 6.1 Implementation 23 6.2 Marketing Organization .23 6.3 Contingency Planning 23 CONCLUSION .24 REFERENCE LIST vi ii IMAGE CATALOG Picture 1: Revenue of the beauty and personal care market in Vietnam from 2012 to 2024, by segment Picture 2: Conversational business messaging usage rate .5 Picture 3: News in the Cosmetic and Personal Care Sector Report Q2 2022 .5 Picture 4: Awards and certificates of Dr FORHAIR Picture 5: Zero-level channel Picture 6: One-level channel Picture 7: Two-level channel Picture 8: Hypothetical Beverage Perceptual Map 12 Picture 9: Packing sample 13 iii Document continues below Discover more fmroamrk:eting management MM20212022 Trường Đại học Tài… 654 documents Go to course [123doc] - de-tai- phan-tich-chien-luoc… 47 100% (50) PHAN TICH Chien LUOC Marketing CỦA PHUC… 98% (58) MARKETING EXCELLENCE - HSBC marketing 100% (2) management Marketing Management mon pm w6 g5 IKEA -… marketing 100% (1) management What are some of the things IKEA is doing… marketing 100% (21) management What are the pros, cons and risks… TABLE CATALOG marketing 90% (69) management Table 1: Dove segmentation 11 Table 2: Action plan product, price, place .16 Table 3: Action plan promotion .20 Table 4: Break-Even Analysis 21 Table 5: Monthly Sales Forecast 21 Table 6: Milestone 22 Table 7: Monthly Expense Budget 22 Table 8: Contigency Planning 23 iv ACRONYMS CATALOG Ordinal number Acronyms Full Ads Advertising CARG Compound Annual Growth Rate COVID-19 Corona Virus Disease in 2019 E-commerce Electrinic commerce Etc Etcetera FMCG Fast Moving Consumer Goods GDP Gross Domestic Product IMC Plan Integrated Marketing Communications Plan IMF International Monetary Fund KPI Key Performance Indicator 10 M-commerce Mobile ecommerce 11 ML Mililiter 12 PET Polyethylene Terephthalate 13 PR Public Relations 14 TVC Television Commercials 15 US United Stage 16 USD United Stage dollar 17 VND Vienamese Dong 18 v CHAPTER EXCUTIVE SUMMARY AND TABLE OF CONTENTS The exfoliating scalp scrub market is a rapidly growing industry with an increasing demand for high-quality and effective products that can improve scalp health and promote hair growth Our market research has shown that there is a strong demand for natural and organic exfoliating scalp scrubs that are free from harsh chemicals and contain natural ingredients such as Oryza Sativa (Rice) Bran Oil, peppermint, and Flaxseed oil To meet this demand, Dove have developed a type of scrub that is gentle yet effective and contains natural ingredients that are known for their beneficial properties We plan to launch our products through online channels initially, with a focus on building a strong digital presence through social media marketing and influencer partnerships Our products will be priced competitively to ensure they are accessible to a wide range of consumers The primary marketing objectives are to maintain top-of-mind brand awareness in the FMCG sector and increase sales to VND 1,190,000,000, with a target of selling more than 7,000 products in 2024