Final exam assignmentcourse name marketing managementproject dove exfoliating scalp scrub

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

Ho Chi Minh City, 2023

DUTY ROSTER

Full name ID Position Mission Contribution rate

Đinh Tâm

Như 2121009914 Leader

Assigning tasks to members

Composing the contents of2.3, 2.4, 2.5, 2.6, 3.3, 3.4,4.3, 4.5, chapter 5

Check the contents

100%

Hà Quỳnh

Thanh Huyền 2121000298 Member

Composing the contents of2.2, 3.1, 4.4, 4.5

Synthesize the content

TABLE OF CONTENTS

TABLE OF CONTENTS i

IMAGE CATALOG iii

ACRONYMS CATALOG v

CHAPTER 1 EXCUTIVE SUMMARY AND TABLE OF CONTENTS 1

CHAPTER 2 SITUATION ANALYSIS 2

2.1 Market Summery 2

2.1.1 Market Needs 2

2.1.2 Market Trends 2

2.1.3 Market Growth 3

2.2 Swot Analysis 3

2.2.1 Strengths 3

2.2.2 Weaknesses 4

2.2.3 Opportunities 4

2.2.4 Threats 6

2.3 Competition 6

2.4 Product Offering 7

2.5 Distribution 8

2.6 Critical issues 9

CHAPTER 3 MARKETING STRATEGY 10

3.1 Objectives 10

3.2 Segmentation 10

3.3 Target Markets 11

3.4 Positioning 12

CHAPTER 4 MARKETING TACTICS 13

4.1 Products 13

4.2 Price 14

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4.3 Place 14

4.4 Promotion 15

4.5 Marketing Mix 16

CHAPTER 5 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 6 IMPLEMENTATION CONTROLS 23

6.1 Implementation 23

6.2 Marketing Organization 23

6.3 Contingency Planning 23

CONCLUSION 24

REFERENCE LIST vi

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IMAGE CATALOG

Picture 1: Revenue of the beauty and personal care market in Vietnam from 2012 to 2024, by

segment 3

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 7

Picture 5: Zero-level channel 8

Picture 6: One-level channel 8

Picture 7: Two-level channel 9

Picture 8: Hypothetical Beverage Perceptual Map 12

Picture 9: Packing sample 13

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TABLE CATALOG

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

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What are the pros, cons and risks…

marketing management 90% (69)

2

ACRONYMS CATALOG

Ordinal number Acronyms Full

2 CARG Compound Annual Growth Rate

3 COVID-19 Corona Virus Disease in 2019

4 E-commerce Electrinic commerce

6 FMCG Fast Moving Consumer Goods

7 GDP Gross Domestic Product

8 IMC Plan Integrated Marketing Communications Plan

9 IMF International Monetary Fund

10 KPI Key Performance Indicator

11 M-commerce Mobile ecommerce

CHAPTER 1 EXCUTIVE SUMMARY AND TABLE OF CONTENTS

The exfoliating scalp scrub market is a rapidly growing industry with an increasingdemand for high-quality and effective products that can improve scalp health and promote hairgrowth Our market research has shown that there is a strong demand for natural and organicexfoliating 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 havedeveloped a type of scrub that is gentle yet effective and contains natural ingredients that areknown for their beneficial properties We plan to launch our products through online channelsinitially, with a focus on building a strong digital presence through social media marketing andinfluencer 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 theFMCG sector and increase sales to VND 1,190,000,000, with a target of selling more than 7,000products in 2024

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CHAPTER 2 SITUATION ANALYSIS

2.1 Market Summery

2.1.1 Market Needs

Dove provides a wide range of hair care products on the market such as shampoo,conditioner, hair cream, dry shampoo, etc The company is always looking to develop productsthat bring the best benefits to customers

High-quality products: Customers' needs for hair care products are diverse and they arewilling to pay if the product solves their hair condition well

Well-crafted designs: A good packaging design will make the product stand out andattract people's attention, Dove uses external designs to describe the inside content of theproduct

Flavor: it is always a concern of customers when choosing hair care products Thefragrance of Dove products is always extracted from nature such as fruits, lotus flowers,lavender, green tea leaves, rice, etc

Natural and organic products: The demand for products made by nature is increasing day

by day Vietnamese consumers now tend to use organic products that do not contain harmfulchemicals

2.1.2 Market Trends

Changing roles of women: Nowadays, many Vietnamese women are well-educated andbecome the main labor force in society They have an income and an independent life They aremore and more interested in taking care of their bodies This is Dove's advantage whenpositioning the company's target customers as women

Awareness of hair care: According to a report by the General Statistics Office in 2022,GDP per capita in Vietnam reached 95.6 million VND/person, equivalent to 4,110 USD, whichincreased by 393 USD compared to 2021 People's living standards are improving day by day.The demand for beauty care is also increasing, including both men and women, this is one of thepotential markets for investment and development

Increasing demand for men's beauty: Not only women but also men today have a need forbody care and beauty Men's beauty needs such as skin care, hair care, etc are increasing day byday

Interested in organic products: Vietnamese customers are aware of the harmful effects ofchemicals and bad ingredients in products, so now consumers are tending to use organicproducts

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Picture 1: Revenue of the beauty and personal care market in Vietnam from 2012 to 2024, by segment

According to Statista, the beauty and personal care market is growing, and it is forecasted

to continue to grow in the future The personal care industry is predicted to reach a number of

US $1,165 million in 2023 and US$ 1,217 million in 2024 It shows the growth potential of thehaircare industry in particular and the beauty and personal care industry in general in theVietnamese market

Specifically, revenue in the hair care segment in 2023 is estimated to reach US$221.10million, the market is expected to grow 1.94% annually (CAGR 2023-2027)

2.2 Swot Analysis

2.2.1 Strengths

The large number of resources from the multinational conglomerates

Unilever is working strongly in the cosmetic industry all over the world So, Dove isknown as a credible brand among customers

High market share and brand identity: building customers' top-of-mind brand

according to Dove campaigns’ feedback

Efficient redistribution system:

Having a modernized production line transferred from Unilever Global made thepreferential price more competitive

Inheriting more than 150 distributors, nearly 300,000 wholesalers, and retailers in theVietnam market so it’s easier to reach the niche target customers

Maintain a good business relationship with other partners such as Vietnam Women’sUnion (2022), Epic Games, and Women in Games (2022), etc to improve Media Effect

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Keeping peace with suppliers to minimum price arrangements of the input materialingredients

Giving 1% discount pretax revenue for retailers, 3% discount pretax for supermarkets,and an extra 0.75% when paying on time (7 days after receiving goods)

Effective marketing activities

Break the beauty of advertising patterns to define the real beauty in people's daily life.Increasing the presence of women in the communication medium

2.2.2 Weaknesses

Giving away too much for “Brand Purpose”

Too focused on social issues, not sales growth

Considered “Not Value for Money”

The price of Dove's products is quite different from their competitors despite not beingtoo prominent

Marketing activities

Centered in major cities

Lack of marketing campaigns for deodorants and incubated cream hair

Line products

Not having seasonal products

2.2.3 Opportunities

Green consumption trends and environmental protection.

The survey results of Nielsen Vietnam announced at the seminar “Chien luoc thuong hieugan voi phat trien xanh” showed that 79% of Vietnamese consumers are willing to pay more forbrands with a commitment to “green” and “clean”

Flourishing E-Commerce

Exchange of messages when purchasing is the main method for customers to access,learn information, experiences products, goods, services, and brands, instead of calling oremailing

According to the results of Meta and Boston Consulting Group, up to 73% of Vietnameseconsumers use chat messages to reach businesses, especially Millennials, and Gen Z

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Rising skincare spending in Vietnam

Increasing by 40% cosmetic and personal care stores nationwide, concentrated in Hanoi,and Ho Chi Minh City

Dove’s opportunities develop and expand into body lotions and moisturize skin products

Picture 3: News in the Cosmetic and Personal Care Sector Report Q2 2022

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Competing vigorously

The FMCG sector has a large number of customers to use However, it has highcompetition with a diverse range of businesses such as P&G, Marico, Colgate-Palmolive, andEnchanter

Importing products are highly favored in the Vietnam market, for example, Tigi redsamples imported from the USA, Nashi Argan from Italy, etc

Consumers are tightening purse strings because of inflation

The IMF predicts that Vietnam’s inflation will slightly increase from 3.6% in 2022 to3.9% in 2023 affected by the Vietnam market

Recently, oil, gas, and electric prices have been volatile, causing other goods, andservices to increase in price

2.3 Competition

BareSoul: BareSoul is a cosmetic brand from Vietnam that was established in 2015 The

name BareSoul is inspired by the quote "Bare your soul" and its products have three features:Benign - Lean - Versatile It has three product lines, including lip care, body care, and hair care.Despite only operating for a short time, BareSoul has some impressive products that arewell-known, especially scrub products It has two kinds of hair scrub: BareSoul FREE Body &Hair Scrub (VND 250,000 for 330g) and BareSoul BLISS Body & Hair Scrub (VND 265,000 for

Dr FORHAIR: It is a brand specializing in providing Korean hair care products Since

its launch in Vietnam in 2017, Dr FORHAIR has continuously grown to become one of the mostprestigious hair care brands In addition, continuously winning great awards and collaboratingwith prestigious experts such as Dr Nguyen Huu Thinh has increased consumers' trust in thebrand

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Dr FORHAIR has a large distribution channel system when cooperating with agentsHasaki, 30Shine, and Kem Nghia to facilitate the approach to consumers The brand ownsproduct lines: shampoo, conditioner, hair care, and scalp care suitable for different scalp types,such as combination scalp, dry and sensitive scalp, and oily scalp For scalp care products, Dr.FORHAIR provides different types of scrubs, including Dr.FORHAIR SEA SALT SCALER(VND 649,000 for 300g, VND 178,000 for 50 g), and Dr.FORHAIR PHYTO FRESH SCALPSCALER (VND 578,000 for 200 ml, VND 186,000 for 50 ml), to meet the needs of consumers The majority of consumers commented that the product is of good quality, helping toclean the scalp deeply and reduce hair loss significantly.

The Body Shop: The Body Shop is a brand of Natura & Co, and it is a famous brand in

the world Since it started in 1976, it has a lot of product lines with more than 3,000 products thatmeet customers' various needs, including the face line, the hair line, the body line, the makeupline, and the fragrance line

In Vietnam, The Body Shop's most famous and best-selling products include thosespecializing in skin care and hair care, such as Ginger Scalp Care Shampoo, Tea Tree Purifying

& Balancing Shampoo, Vitamin E Moisture Day Cream, Edelweiss Daily Serum Concentrate,etc And Hair & Scalp Scrub Tea Tree (VND 779,000 for 240 ml) is also one of them.Furthermore, another hair scrub product of it is Fuji Green Tea™ Refreshingly Purifying ScrubShampoo (VND 779,000 for 240 ml)

In general, The Body Shop's scalp scrub products are quite expensive but are rated bycustomers as having good quality, being worth the cost, helping to deeply clean the scalp,creating a comfortable, fresh feeling after washing, and being able to use for a long time

2.4 Product Offering

Our exfoliating scalp scrub has the following characteristics:

Round box-shaped packaging with PET plastic material is easy to hold and safe to use.The design, with two main tones of mint green and pink, creates a feeling of freshnessand youth

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The combined scent of mint and grapefruit notes creates a cool, refreshing feeling whenused.

The salt grains in the product are small enough to make it comfortable to use withoutworrying about scratching the scalp

The product helps to deep cleanse but does not dry the hair

2.5 Distribution

Dove products are currently sold in more than 150 countries The brand has used allUnilever distribution channels as a form to implement marketing strategies for Dove.Specifically, Unilever currently has about 300 distributors and 500,000 affiliated storesnationwide

Unilever uses both direct distribution channels and indirect distribution channels

Zero-level channel (direct marketing channel):

Picture 5: Zero-level channel

In the past, Unilever mainly focused on using traditional channels, distributing productsthrough wholesalers, brokers, and retailers to consumers But affected by the COVID-19epidemic, the trend toward online shopping is increasing Unilever has cooperated with FPT andUtop to develop the Ushop e-commerce system to help consumers buy goods directly fromUnilever In addition, Unilever also opened official malls on two major e-commerce platforms,Shopee and Lazada, to bring goods directly to consumers Therefore, consumers will be able tobuy Dove products directly on Ushop or through Unilever's official malls on Shopee and Lazada

Indirect marketing channel:

- One-level channel:

Picture 6: One-level channel

In 2020, Unilever Vietnam launched the OrderUNow project, aiming to support digitaltransformation for small retail merchants and grocery store owners Through the installation anduse of the OrderUNow mobile application (M-commerce), small businesses can import genuinegoods from Unilever 24/7 with good prices, a variety of items, and many exclusive favors,especially 24-hour free delivery, as well as ensure a stable and safe source of goods

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- Two-level channel:

Picture 7: Two-level channel

Unilever has an extremely large distribution system, which increases the rate at which itreaches consumers Unilever has partnered with wholesalers to bring products to retailers such assupermarkets, malls, and grocery stores Finally, customers will buy the goods from retailers.Some major wholesalers of Unilever are Horeco Company, Linh Phin Company, and so on

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CHAPTER 3 MARKETING STRATEGY

3.1 Objectives

By the end of fourth quarter of 2024, Dove has to achieve objectives in sales and revenue

of the exfoliating scalp scrub products and succeed in launching products fairly new in theVietnam market

Maintaining the customers’ Top-of-mind brand in the FMCG sector

In total 2024, there are more than 7,000 products sold out, with overall sales of aboutVND 1,190,000,000

Profession Students, employees, and people with needs and concerns

about hair care products

Geographics Population

density

Dove does not divide specific geographical areas; thebrand's target customers are people living in both rural andurban areas The company mainly focuses on customers inbig cities, because of the large population and higherwillingness to spend on hair care products

Psychological Personality Customers who prefer gentle and natural hair care products

have different needs and preferences when using scalp careproducts Some common psychological factors that theyconsider include boosting confidence, relaxation, health,aesthetics, and convenience They want healthy, shiny hair,

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