final report product management new products metacool body cooling spray

Therefore, there is a need for a product that can meet theimmediate cooling needs of the people.. Seizing this opportunity, Unilever Vietnam haslaunched a product based on the research a

PRODUCT RESEARCH GOALS

AUDIENCE AND SCOPE FOR THE PRODUCT

Audience: The product is intended for all audiences, mainly people who move around in the hot outdoors, people who work outdoors or people who travel.

Scope: In big cities such as Ho Chi Minh City, Hanoi, Can Tho, Da Nang, Nha Trang, Areas that often have hot weather.

PRODUCT RESEARCH METHODS

Product research is reinforcement research that provides information about the desired characteristics of a product or service Product research is not simply a single activity, but a series of activities to find new features out of old ones The research department is responsible for finding out the details for the product and the details in creating the product and ensuring the success of the product.

Conducting product research: helps companies understand what customers really want, so that products can be tailored to fit customer needs In addition, product research is also a way to test and improve business ideas before proceeding with production and business activities meet the company can deploy and is the advantage to overcome the competition.

Product research is a very important activity while developing new products (completely new products/services or improvements to existing ones) – which can be conducted at several stages of development new product development.

RESEARCH AND DEVELOPMENT OF NEW PRODUCTS

Essential for almost any business This will be a step to help adapt to the changes of the market as well as continuously expand the customer file.

Initial product research will help the company evaluate your idea for a new product or service and see if there is a need and what your potential customers are looking for.

If a company's product or service already exists, product research will provide information related to current customers' needs and expectations, desired features, and other product features.

REASONS TO RESEARCH NEW PRODUCTS

a) Consumer needs are always changing:

Consumers NEED and WANT new things They always expect brands to listen to these needs through their products and services If not responded in a timely manner, often customers will likely switch to another competitor's product.

The market will sometimes have new changes that businesses can take advantage of.

This factor is evident in the technology industry and where new products are constantly being launched In the heat-reducing product in the market, this product generally does not have too many competitors It is also an advantage to create the first step in the hearts of consumers.

If your product is having low sales and it is time for a change New product development inevitably fails to meet customer needs and fails From that failure, businesses must come up with strategies and research products most carefully.

NEW PRODUCT RESEARCH METHODS

ONLINE SURVEY

Online surveys often yield unpredictable response rates and unreliable results, because you can't control the responses However, this is a simple and inexpensive market survey

METHODS OF MARKET RESEARCH BY OBSERVATION

By observing customers' actions by recording when they are in the store, at work or office, and outdoors, businesses can observe how they buy and use products This will help paint a reliable picture of customers' shopping behavior and usage habits The development of technology allows businesses to easily observe customer behavior thanks to cameras,sensors, even via wifi, thereby observing customer behavior better, such as knowing the interest their location, stop time at each location, draw a heat map, the last stop before shopping for a service…

FIELD TRIALS

Bringing new products METACOOL heat-reducing sprays into select stores or high-traffic outlets or outdoor outlets to test customer reactions under real-world selling conditions can help you improve the product, adjust the price or improve the quality Businesses should try to build relationships with local retail store owners and shopping sites so they can test their products in the market.

MONITOR BEHAVIOR OF USING INTERNET, SOCIAL NETWORKS, WIFI, BIG DATA

This is a new method of market research that is increasingly dominant due to its ability to study the detailed behavior, habits, and preferences of the majority of customers on the Internet or through technology With the support of Big Data and increasingly sophisticated tracking tools, almost all consumer behaviors are revealed on the Internet or the social networks they participate in Collecting data from these sources helps businesses understand the current needs that customers want Based on keywords such as: "avoid heat"' "reduce heat"' "quick cooling", Will help to reach potential customers quickly. Promote Unilever's SEO.

Other methods: such as synthesis, analysis, deduction, logic, etc.

Methods of analysis and summarization of experiments.

THEME MEANING

This topic is very important because creating new products brings a lot of value to businesses and society in the future By the way, this topic will help faculty members to have an objective and positive view of the creative thinking of UEF students in ProductManagement This topic will be a foundation of high knowledge value, a driving force for me to develop and launch new products, demonstrating success in imparting knowledge to students.

For businesses: Unilever launches METACOOL heat-reducing spray that will help businesses solve customer needs Meeting current needs will help customers have a positive view of the business Mark an important place in the customer's mind Bring revenue to businesses, help businesses solve economic problems for businesses.

For society: The introduction of METACOOL products will help society solve health problems for each individual in society More than that, it is an effective solution to the global warming situation that humanity has to adapt itself to The product brings many benefits to society and it can be confirmed that the product will be accepted by consumers in the future.

GROUP OVERVIEW FOR THE METACOOL BRAND

UNILEVER CORPORATION

Unilever is a British and Dutch global corporation that is world-renowned in the field of manufacturing and consumable cosmetic products As a multinational company, expanding business and placing many branches around the world to dominate the global market is one of Unilever's goals.

At the time of the founding of the company, the founders of that time set out Unilever's mission as "To add vitality to life" this destiny The meaning of this mission is that Unilever wants to bring a better life to people through its products.

Unilever's vision will vary from country to country but it is built on the common Unilever global vision Regarding Unilever's global vision, it is to make sustainable living popular or more specifically, to develop in parallel between business and social activities on reducing harm to the environment.

Unilever's development strategy is built on the Sustainable Development Plan to achieve the ultimate goal of creating a sustainable life for everyone in the world.

Unilever Vietnam was established in 1995 which is also a step in Unilever's overall strategy To date, the company has invested more than 120 million USD and has become one of the most successful investors in Vietnam with 2 businesses:

 Unilever Vietnam Joint Venture Company specializing in personal care products and family (OMO washing powder, Comfort fabric softener, Viso, Lux soap and shower gel, Lifebuoy, Dove, Sunsilk shampoo, Clear, Lifebuoy, Vim household cleaning products, Sunlight dishwashing liquid, Pond's facial cleanser and lotion, Hazeline )

 Unilever Vietnam Co., Ltd specializes in food products, tea and tea-based beverages, oral hygiene care products (yellow label Lipton tea) , Lipton Ice Tea, Knorr fish sauce and seasoning powder.)

On average, Unilever Vietnam's sales and profits have increased by about 3035% per year since the company's projects came into operation stably and profitably If in 1995 the company's sales were 20 million USD, in 96 the company's sales were 40 million USD, by

1998 the company's sales were 85 million USD and by the end of 2002, the company's sales is about $240 million

The group's products include 3 main lines and also 3 main business divisions of the company:

 Beauty & Personal Care: accounted for about 42% of revenue (2020)

 Food & Refreshment: accounted for about 38% of revenue (2020)

 Home Care: accounted for about 20% of revenue (2020)

 Unilever owns more than 400 brands with 2020 sales of 51 billion euros with 13 brands with sales of more than 1 billion euros: Ax/Lynx, Dove, Omo/Persil, Heartbrand/Wall's, Hellmann's, Knorr, Lipton, Lux, Magnum, Rexona/ Degree, Lifebuoy, Sunsilk and Sunlight.

MACRO ENVIRONMENT

Vietnam has become an attractive market for cosmetic manufacturers and distributors due to the increasing demand for Vietnamese people Cosmetic manufacturing and trading enterprises have been facilitated by the Government through the issuance of Decree No. 93/2016/ND-CP stipulating conditions for cosmetic production on July 1, 2016. b) Economy:

As of September 2022, the global economy in 2022 was adjusted down compared to previous forecasts The World Bank forecasts that global growth in 2022 will decrease significantly, from 4.1% in the forecast at the beginning of 2022 to 2.8% in the forecast for August 2022 Fitch Ratings has cut its forecast for world GDP growth in 2022 to just 2.4%, down 0.5 percentage points from its forecast for June 2022 The International Monetary Fund's World Economic Outlook report for July 2022 stated that global growth in 2022 will reach 3.2%, 0.4 percentage points lower than the forecast in April 2022 The Organization for Economic Cooperation and Development forecasts world growth in 2022 to reach 3%, unchanged from the forecast made in June 2022.

In the August 2022 Review Report, the World Bank said that the Vietnamese economy is recovering after two years of trauma, but faces domestic challenges as well as an unfavorable global economic environment in the short and medium term.

The World Bank forecasts Vietnam's GDP growth to reach 7.2% in 2022 and 6.7% in 2023. Along with the lifting of travel restrictions, international tourists gradually return, the region The service sector is recovering strongly Export growth of processed and manufactured industrial products is forecast to slow down in the short term as global demand weakens However, stronger-than-expected domestic consumption offset sluggish external demand. c) Industry potential:

The UQ VIA Institute has ranked Vietnam in the group of Pharmerging Markets - the group of 17 countries with the highest growth in the pharmaceutical industry in the world.Pharmaceutical revenue is expected to reach $7.51 billion by 2025, accounting for 1.78% of GDP and 32.2% of healthcare spending at a CAGR of CAGR between 2020-2025 is 8%.

The growth potential of the pharmaceutical industry is highly appreciated because people's income is higher, the population is entering the aging stage, making awareness more and more focused on health issues Therefore, spending on health needs also increases. d) Sociocultural:

Director of Commercial Leasing, Savills Vietnam, shared: “In 2019, Vietnam's healthcare spending reached 6.6% of GDP This index is expected to achieve a compound growth rate of 10.7% by 2022 In which, the leading in terms of revenue is skin care products This is because Vietnamese people are tending to take more care of their skin, especially from men Besides, with the nature of daily consumption, the volume of product consumption will increase commensurate with the needs of customers." e) Population:

The current population of Vietnam is 99,178,521 people as of October 19, 2022 according to the latest figures from the United Nations Vietnam's population currently accounts for 1.24% of the world's population Vietnam is ranked 15th in the world in the ranking of the population of countries and territories The population density of Vietnam is 320 people/km2 With a total land area of 310,060 square kilometers 38.05% of the population lives in urban areas (37,198,539 people in 2019) The average age in Vietnam is 33.3 years old.

(Source: https://danso.org/viet-nam/) f) Nature:

According to the RCP4.5 scenario, the average annual temperature increases by 1.9÷2.4oC in the North and 1.7÷1.9oC in the South According to the RCP8.5 scenario, the increase is 3.3÷4.0oC in the North and 3.0÷3.5oC in the South Extreme temperatures tend to increase markedly. g) Consumer trends:

Because of COVID-19, the digital behavior of customers and the digital solutions of the competitive environment has changed forever and will never return to the way it was before the pandemic (Covid-19 pushes digital behavior as fast as 5-7 years, ie We are living in the year 2027-2028.

MICRO ENVIRONMENT

Units and divisions that create high-quality products will bring in great revenue Therefore, safety standards are becoming more and more stringent for businesses with long-term and sustainable development METACOOL products after production must go through inspection steps Only after being certified with accompanying documents can it be announced to the market. a) System of factories and workshops:

There are specific regulations on the factory system according to the standard model of Unilever Vietnam The construction of the factory is to ensure the working environment for employees as well as the safety of METACOOL products The scale of production should correspond to the assurance of a safe and hygienic environment of the Vietnamese state There are measures to prevent fire, fire fighting promptly or aseptically before carrying out production. b) Personnel conditions:

Employees working in the factory of the exclusive brand must ensure proper discipline. Strictly follow the given regulations For employees in the factory, it is necessary to wear protective clothing and ensure hygiene before entering the production area Fully comply with regulations on ensuring factory safety. c) Raw materials used in production:

The source of raw materials used in production needs to be proven of origin and safety. Before being put into production, the source of raw materials should be tested to ensure that no impurities are mixed Another special point to note is that no harmful ingredients or banned substances are used Or can easily cause skin irritation. d) Machinery meets cosmetic production technology:

Modern production lines, equipment and machinery Workshops need to be maintained, cleaned and disinfected regularly Periodic inspection to ensure that the machine does not have any damage that affects the quality of cosmetics. e) The production process and technology of cosmetic production meet CGMP standards:

A production line meeting CGMP standards will be a closed process From raw materials to finished products are packaged and shipped to the customer's warehouse All must be closely monitored, tested before being put on the market At the same time, the warehouse of the factory and the company must also be cleaned and disinfected The environment ensures that there is no growth of bacteria and mold.

DEFINITION OF THE PRODUCT CONCEPT

PRODUCT CONCEPT

A product is anything that can be offered to a market for attention, acquisition, use, or consumption in order to satisfy a need or want It can be objects, services, people, places,organizations or an idea A product is a set of benefits that a consumer is looking for A product is a collection of tangible and intangible things assembled into perceptible forms.When talking about a product, people often refer to it as a specific form of physical existence Things that we can see, touch In marketing, a product is anything that can be offered to a market that can satisfy a want or need In retail, products are referred to as commodities In manufacturing, products are purchased as raw materials and sold as finished products.

NEW PRODUCT CONCEPT

It is a new product for both businesses and the whole market The enterprise is like a

"pioneer" at the forefront of the production of this product This product is introduced to consumers for the first time This is a relatively complicated and difficult process (both in the production and sales stages) The costs for research, design, trial production and market testing are often very high So whether a product is considered new depends on how the target market perceives it If a buyer considers a product to be significantly different from competitors' products in some way (appearance or quality), then the product will be considered a new product.

A BRIEF OVERVIEW OF FMCG

FMCG is an abbreviation consisting of the first letters of the English phrase - Fast Moving Consumer Goods, also known as the fast moving consumer goods industry FMCG products include a wide range of products from food and drink to functional foods Their common feature is their popularity and reasonable price with the average income of Vietnamese people.

The leading FMCG companies in the country such as Unilever, P&G, Nestle, Coca-Cola,etc., are familiar names to us.

PRODUCT DEVELOPMENT STAGES

The 8-step process of researching and developing new products:

 Step 1: Come up with an idea

In this step, We need to search for ideas for our new product systematically and in accordance with the current time New ideas can be generated from the following two sources:

Internal: R&D department or other employees.

External: From Customers, distributors, suppliers or competitors The most important source is still customers, because the research and development process for new products should focus on creating value for customers.

We'll sift through the ideas in step 1 to pick some of the most viable The ideas presented are a breakthrough product that quickly reduces heat to help reduce customer discomfort due to the weather It's important to weed out ideas that aren't good enough, because the cost of product development will increase a lot in the later stages The research department pointed out that the introduction of some chemical ingredients into METACOOL will cause skin irritation, this does not affect much but creates apprehension for customers. Therefore, it is necessary to remove these components or find an effective alternative method.

There are many filtering methods, but the most practical and easy to use are some of the following methods:

 Market size: Search financial statements of large companies that buy IMS data to get sales of both the market and the competitors that are holding a large share of the market

 Competitors: Use Google to check if there is a competitor for METACOOL products, how are the prices of those products, the website where that business used to promote the product, how the communication activities deployed and evaluated by customers about the quality of competitor products.

 Budget estimates and competitor activity charts via similarweb: Read the competitor's estimated traffic index in a similarweb, compare it with ours, thereby inferring the competitor's budget correlation with ours (more, less, equivalent, …) Follow us look at the activity chart on the left It will tell us the movement of the competitor's traffic in the last 6 months.

 Filter by selection matrix according to the following criteria:

 Breakthrough in technology, usage form

 Match the capacity and strengths of the company and personnel.

 Step 3: Develop and test the concept

Concept is considered as a more detailed description version of the ideas above, the ideas are given as follows: Using the main color for the product is blue and white, the image of ice and snowflakes will encourage customers to buy

Concept development: After careful selection, the business has come up with an idea for the product Based on that, there will be appropriate activities for the product.

 Concept test: Need to test the selected concept with target consumer groups through surveys or interviews.

A full marketing strategy should include 3 parts:

 Describe target market: propose value solutions and target revenue, market share and profit in the first few years.

Outline pricing and distribution channel plans as well as marketing budgets

Long-term sales plan, profit target, and Marketing Mix strategy (4Ps)

 Step 5: Analyze your financial plan

Assess the attractiveness and business viability of the new product, such as the assessment of sales, costs, profit forecasts to analyze whether these factors are satisfied with the company's goals or not.

The product needs to be physically developed to ensure that the idea is actually viable in the market The R&D department will directly develop and test one or more physical versions of product concepts Products often undergo tests to ensure safety and effectiveness.

During this phase, the product and marketing plan will be tested in simulated markets.Businesses will have the opportunity to test all factors before deciding on a full investment.

After the 7 steps mentioned above, the company was able to decide whether to launch a new product or not If there is a final step is to launch that new product to the market Two factors to consider in this step are time and place.

STRATEGY OVERVIEW

Products with ideas rooted in the most practical cause When participating in outdoor activities such as: riding, walking, taking pictures, playing, working, etc on hot weather in

Ho Chi Minh City area The product is highly useful in use as well as can be used regularly and smoothly The product is highly convenient and easy to move and hold The use of the product brings many ideas for businesses when it has both a cooling effect and ensures comfort for the user, not only smells but also has nutrients to protect and nourish the skin.

SETTING UP AND POSITIONING THE METACOOL BRAND

BRAND IDENTITY SYSTEM

When the Brand is perceived by reason and emotion The tangible identities of the Brand are directly affected by people's emotions, creating the clearest and most understandable visualization of the Brand This is considered the "shortest, fastest, most effective" way for communication strategies.

 Logo design for the brand

The logo is easy to remember and is user-friendly The logo shows the advantages of the product with a cool blue tone that gives people a "cool" look when they see it.

The main image of the product with an image of ice adding a blue ice background to create a feeling of coolness solves the problem of cooling down on hot days.

 Slogan: "Có METACOOL ngại gì nắng nóng ngoài trời".

Meaningful: Refresh yourself, add vitality to motivate activities Do cool, real actions with the right decisions to help you experience life levels.

 Core product: Cooling body spray.

 Product form: The product belongs to the pharmaceutical and cosmetic industry of theFMCG category.

DETAILED PRODUCT DESCRIPTION

METACOOL cooling spray is a product that reduces cooling temperature quickly.

 Dosage form: Spray solution for external use.

 Packaging: Compact and convenient stainless steel bottle Easy to transport and clean.

The bottle helps to store the coolant to keep it cold longer than usual.

An indispensable item in every outdoor trip.

The elegant and light fragrance carries a light mint flavor, allowing you to get away from the heat instantly and feel cool!

The design of the spray nozzle is safe for the user to immediately affect the area that needs to be cool down.

PVM/MA Decadiene Crosspolymer, Menthol, Eucalyptus Oil, Cassia Oil, Tea Tree Oil,Menthyl Acetate, Glycerine, Azone, Ethyl Alcohol, Isopropanol, Purified Water.

Produced based on ISO 9001-2004 medical nitrogen liquefaction technology, Nitrogen is a gas with 85% content on earth.

It is rich in effective cooling elements, and it evaporates quickly when heated after spraying, so as to absorb the heat of the air and the surface of the object to achieve a rapid and felt cooling effect Instant cool!

Using Xl-Protect TM wide spectrum filter technology to provide optimal sun protection to protect skin against UVA-UVB rays, infrared rays & damage from pollution that leads to premature aging, 2-layer sunscreen (non-absorbent) water) not only gives high sun protection effect but also provides many valuable nutrients to help nourish the skin and effectively prevent aging.

The product also has a high sun protection factor SPF 50+++ to ensure effective sun protection, suitable for outdoor trips or going to the beach for up to 80 minutes without worrying about the cream drifting At the same time minimize skin irritation with the sun such as redness, itching, skin irritation.

The product also contains many nutrients to help keep the skin soft and healthy:

Essence from mint leaves: antibacterial, cleansing the skin and bringing a cool, refreshing feeling.

The result of juniperus (juniper fruit): moisturizes, cleanses the skin and removes impurities that appear in the subcutaneous tissue.

 Honeysuckle extract: has antibacterial properties.

 Centella asiatica extract: helps nourish your skin to be healthy every day.

 Cinnamon leaf essential oil: antibacterial.

Avoid mixing with other coolants;

Store below 50 degrees Celsius, avoid direct sunlight.

If white spots appear during use, please wipe them with a clean damp cloth.

Keep a distance of more than 30cm and do not spray on the same part for a long time To avoid frostbite, frostbite

Spray directly onto the surface to be cooled – immediate effect.

When spraying on the human body, please keep a distance of more than 20cm and limit spraying on the same part for a long time.

Spray a second time if needed.

Keep the faucet unclogging after use, please rinse the faucet and close the cap tightly.

THE BENEFITS OF THE PRODUCT TO THE USER

When a product has a clear announcement of applicable standards and a declaration of conformity, it means that the product has quality, hygiene and safety criteria in accordance with the provisions of technical regulations This creates customer confidence in the producer, trader or importer; contribute to improving the reputation of producers and importers Therefore, it is easy for manufacturers, traders or importers to expand their markets and convince customers to accept their products The announcement of applicable standards and the announcement of conformity affirms and demonstrates the declaration to the community about the responsibility of manufacturers and traders for products and goods.

The product creates an immediate cooling sensation that helps the user to reduce the heat.The solution has a light fragrance that creates a pleasant feeling and effectively deodorizes.Products help you feel comfortable outdoors, confident to do what you like in hot weather.Limit weather-related health problems.

TODAY'S COSMETIC PRODUCTION STANDARDS

In essence, cosmetics must ensure the product is of good quality and safe for consumers. But to better understand the standards that any product line must meet.

ISO 9001, ISO 14001, ISO 18001 and ISO 22716 requirements are international standards that can be applied to enhance the competitiveness of the cosmetic industry To better understand, you can read the article about GMP-certified cosmetic factory.

 Operating conditions of cosmetic manufacturing establishments:

Cosmetic establishments and workshops need to ensure that they apply for a license to meet the conditions for cosmetic production using form No 01 specified in the Appendix issued together with Decree 93/2016/ND-CP.

Conditions for issuance of certificates of eligibility for production:

 Regarding personnel, the person in charge of production requires specialized knowledge in Chemistry, Biology, Pharmacy or related disciplines.

Regarding facilities, the cosmetic production standard is that the workshop must have the location, size and equipment to fully and fully meet the production process and product type stated in the application file for a License certificate of eligibility for cosmetic production In addition, the system of storage and preservation of raw materials, packaging materials and finished products must ensure a clear distinction.

Regarding the quality management system, it is required that the raw materials and auxiliary materials used in the production of cosmetics must meet the quality standards of the manufacturer Water used must meet the minimum standards of the Ministry of Health.There is a production process for each product and at the same time there must be a product quality control department.

AUDIENCE FOR THE PRODUCT/CUSTOMER PORTRAIT FOR THE PRODUCT

The target customers of the METACOOL brand are individuals (consumers), and organizations Customers of these two markets have different characteristics in terms of age, gender, income, cultural level, occupation

For institutional customers, purchasing power, buying behavior and product use are much different from individual customers in households Their purchasing power is usually large, buys often and buys in supermarkets or large dealers And individual customers buy in smaller quantities, or buy in markets, grocery stores Analyzing customer groups will help METACOOL have a more diversified distribution channel in developing new products.

 Geography: METACOOL mainly attacks big cities and towns in the country Because this is an attractive and profitable market These regions often have high weather temperature statistics, averaging 35-40 degrees, with the highest place being 41.42 degrees This is an advantage for the development of METACOOL's cooling spray.

 Demographic segment: Focus on young people, both men and women aged 19 to 50, working in night shifts such as construction workers, truck drivers, engineers, sanitation workers, etc frequent outdoor activities, traveling low- and middle-income people.

 Psychographic segment: Based on the difference in personality and lifestyle,

METACOOL launches a product line of heat-reducing sprays at a reasonable price to attract customers Products for people who want to improve their health and want to protect their health.

Customers' shopping behavior is also analyzed by METACOOL to make price adjustments and conduct appropriate marketing activities “Buy one get one free”, or “ 20% instant discount” is no stranger to Vietnamese consumers when this brand attacks its price point compared to rival companies Or customers are also divided into groups depending on the needs of using the product.

 These differences create richness in needs, wants, purchasing power and other characteristics in the behavior of purchasing and using products.

MARKET COMPETITORS

DIRECT COMPETITOR

 Anessa Perfect UV Sunscreen Skincare Spray

Anessa is a sunscreen brand that has been around for… 100 years and is the "child" of one of the world's leading cosmetic corporations Shiseido in Japan A Japanese product line that was born to show their meticulous and perfectionist personality is the Anessa sunscreen line.

With a lightweight, quick-drying spray mist texture, it helps to nourish and protect the skin from the harmful effects of UV rays The product is anti-drift in water, can be sprayed from many directions, sprayed after makeup and sprayed for both hair & easily re-sprayed and extremely convenient to use, especially when going to work or going out SPF50+,PA++++ sun protection number Has the ability to protect the skin against all 3 UVA1,

UVA2 and UVB rays containing moisturizing ingredients to help soften the skin when used.

 Sunscreen Spray Skin Aqua Sarafit

This is the unique spray sunscreen of the Skin Aqua line of sunscreens The ideal sun protection index is SPF50+ PA++++ to effectively protect the skin for many hours against the effects of the sun The price of the product is about 150,000 VND/50g.

Skin Aqua sunscreen was first launched in Vietnam in 2009 as a product owned by the leading Japanese pharmaceutical and cosmetic corporation - Rohto Mentholatum This line of sunscreen has a fairly high SPF and PA sun protection index, so it provides remarkable sun protection, making the skin smoother and smoother In particular, the product is extremely resistant to water and sweat, so it is quite suitable for outdoor activities.

Products are manufactured on modern Japanese technology lines with strictly tested benign ingredients Rohto Mentholatum brand is one of the world famous brands from the land of the rising sun.

ANALYSIS OF POP, POD

 Anessa Perfect UV Sunscreen Skincare

 Products are sourced from large corporations such as: Shiseido, Rohto Mentholatum, Unilever

 Has characteristic features and good quality

 Produced on modern technological lines

 have a certain number of loyal customers

 Anessa Perfect UV Sunscreen Skincare

 There is a clear difference between the prices of the companies.

 The product does not have a clear distinction between the files used by customers

PRODUCT LAUNCH PLAN ON THE MARKET

SWOT MATRIX

Unilever PLC is a multinational consumer goods corporation founded by the UK and the Netherlands Currently, the company has only 1 head office in London (UK), after merging with Unilever N.V (headquartered in the Netherlands).

During the 2010s, under the leadership of Paul Polman (currently Unilever's CEO), the company gradually shifted its focus to the beauty and personal care brands.

Take advantage of the strong distribution system of parent group Unilever It is a fact that the last hop distribution is not a simple problem Especially with multi-industry and multinational brands like Unilever.

There are not many competitors in this market.

Counterfeit goods are rampant in the Vietnamese market.

Key positions in the company are still held by foreigners.

Prices are higher than Chinese products.

The new demand of consumers is at the same time a trend that brings many opportunities for businesses of all sizes to connect and develop their online business More than 1 billion global users connect to businesses every week through Meta's messaging services.

Accordingly, up to 73% of Vietnamese consumers use chat messages to reach businesses Up to 39% of people surveyed have increased the frequency of using chat messages after the Covid-19 pandemic.

Purchase texting is now becoming part of normal consumer behavior Texting behavior, business conversation is common among all age groups, especially Millennials and GenZ.

The world is going through a period of many landmark developments in history. Consecutive uncertainties between major economies lead to supply chain disruptions, pushing up prices of basic commodities.

A recent study by Nielsen Global Measurement Company shows that, after the Covid-

19 epidemic, 76% of Vietnamese consumers prefer domestic products, especially those with brands and quality assurance and good for health.

BCG MATRIX

BCG matrix stands for Boston Consulting Group matrix BCG matrix theory is built to help businesses orient their market share growth strategy by putting product categories into

4 groups, determining the position of these products in the market to bring them to market. make investment or exit decisions This boston matrix we will analyze the aspects of the matrix corresponding to the vertical and horizontal axes that are:

 Market Share: The share of the product in the market is low or high.

 Market Growth: Potential customers in the market have growth prospects or not.

METACOOL has a relatively low competitive position and market share But they are high-growth industries and very promising in terms of profits and long-term growth ThisMETACOOL can be grown into a star SBU if it is nurtured with attention because they need a large amount of capital investment and need to properly assess the true potential to have an investment plan at the right time.

MARKETING MIX

One of the 5 key strategic choices in Marketing Strategy is to develop brands with a purpose The phrase Brand Purpose has been mentioned a lot in the past few years, it shows what the brand is committed to the planet and society in addition to business, buying and selling The three main purpose groups that Unilever chooses include:

 Improving the planet: Climate action; Protect and regenerate nature; No waste.

 Improving health and well-being: Healthy nutrition; Health and happiness.

 Improving social life: Equity, diversity and inclusion; Raising living standards ;Improve job quality.

ANSOFF'S MATRIX

The Ansoff matrix is also commonly referred to as the product-market grid or the customer-market product matrix It shows 4 options for growth by combining existing and new products with existing and new markets, plotted on a matrix It helps to highlight the risk that a particular growth strategy can expose you to as you move from one part of the matrix to another.

Ansoff matrix can be said to be a way to examine the company's existing products and markets, showing which products can start to be created and markets that can be entered. Ansoff Matrix presents the products and market options available to an organization

This simply means that METACOOL sells a wide range of aerosol products to its existing customer base To do this, METACOOL needed to find new ways to increase customer loyalty and increase customer lifetime value The sales process can be improved to make it easier for customers to order, lengthened business hours, or made adjustments to make the product more appealing in the long run.

As the market grows, the needs of consumers are increasing, so METACOOL must continuously show the diversity in its products and the special features of each product line such as:

METACOOL spray flower scent, Herb scent,

METACOOL applies a price policy for each product with different packaging sizes To ensure that people everywhere can consume products, the company has been investing heavily in developing a wide range of products to suit the “pockets” of all income groups.

In 1995, Unilever entered Vietnam, quickly creating a nationwide marketing and distribution system, covering more than 100,000 locations Currently, the distribution network of METACOOL products will be increasingly expanded, covering all provinces and cities across the country with 283 distributors and about 15,000 retail stores nationwide Unilever also signs contracts with foreign distributors and retailers such as: METRO, BIG-C, Aeon, E-mart, Lotte, and domestic firms: HAPRO, PHU THAI group, SATRA and a system of large supermarkets in the country.

When entering the market, Unilever will make advertising and direct sales the main goal of the business Next, METACOOL will open with advertisements highlighting its outstanding cooling features.

Community-oriented activities will be developed such as "Summer Cooling Day", "InstantCool METACOOL" These are highly social activities, thereby scoring points to the audience, customer psychology.

COMMUNICATION

COMMUNICATION: TVC, OOH, POSM

 OOH: Using the image of snow and ice with the product will create the attention effect of passersby based on their behavior when they often look at cool places when the weather is hot.

 Poster: Used in elevators or crowded places such as supermarkets, cinemas, mall,

Booth: Displaying products with 2 PGs to introduce products to customers in big shopping centers and supermarkets in Ho Chi Minh City.

Divider: In small stores or convenience stores, placing dividers will help distinguish

 TVC :Perform TVC according to the viewing trend of gen Z with a length of 10-15 seconds.

30 Digital: Social, Website, Facebook, Viral clips, TikTok, Youtube,

 Social: This campaign will be promoted on social media sites for young people such as channel 14, yeah1, Yan news, Tin.vn,

 Facebook, Instagram, Zalo, : On social networking platforms, advertising new products about METACOOL will not only appear on the traditional message board but also appear in the form of stories, reels in time from 5-10s…

 TikTok: Using this medium is considered one of the most effective methods that businesses are aiming for Using KOLs or beauty reviewers to promote products is also a good idea.

 Website: The product advertising campaign will be displayed on the homepage of

METACOOL company during the period This will attract loyal customers.

 QR: Using QR codes to link links about product information on vehicles is also a good way to attract the attention of people in traffic or on the road.

 E-commerce channels like: Shopee, Lazada, Tiki, Grab to promote products by shoppers using special voucher codes to get discounts when buying products and buying in bulk.

 Sampling: Give away small mini samples at points of sale or at universities or colleges.

Thereby stimulating customers to experience the product.

 Sponsor the music festival: Music festival attracts a large audience to see, the number can be up to several tens of thousands of people, so how can you pass up an opportunity like this? Advertising sponsorship is considered one of the few options for promoting the brand music nights.

The product promotion campaign will take place from 20/10/2022 , this is the right time to promote the campaign.

Deploying an execution is a time consuming and costly process But its effectiveness will help businesses have a higher success rate than doing random promotional activities. METACOOL and young businesses need to pay attention in executing execution to avoid unnecessary risks.

III EXECUTION AND KEY PERFORMANCE INDICATOR

In marketing campaign activities, businesses always want to convey their messages to customers, creating a mark in promoting consumer shopping behavior Execution is a series of activities to bring information, stories of products closer to target customers As a result, they can create customer loyalty with their brand Create a distinctive mark on the brand In other Execution is an extremely important tool in marketing new products or promoting the sale of old products.

To execute the execution well, METACOOL communications team needs to have a clear and coherent plan from the very beginning Execution setup will be a necessary factor for a successful product campaign METACOOL's new products and new campaigns need to clearly identify the following in order to properly perform communication activities.

TVC advertising 1 video (15s) 3M on YouTube,

1000 posters, 50 banners in HCM 2M views/ month

Sponsor activities Broadcast during festivals at breaks to promote products

In general, the activities carried out in the campaign have high costs and need to have effective implementation measures, negotiate prices for the partners to get a better price than the current prediction

KPI (short for Key Performance Indicator) is a performance evaluation index, reflecting the achievement level of an individual, a department or the whole business KPI index is shown through different metrics, ratios, quantitative indicators, in accordance with the professional characteristics of each objectives In enterprises, KPIs are often built in many other levels to both serve as goals and as a measure of work progress and results.

METACOOL as two main goals, including the KPIs for the product sales in the campaign and the communication goal to be achieved after the campaign is put into operation.

Helping to expand the accessibility of products to consumers in the domestic market and affirm their position in the market

Increased 5% market share of METACOOL and brand awareness to consumers This is what all brands want to achieve.

 Gain 10% profit from new products.

Coordinating communication is one of the most important steps in the success of a small business Targeted communication means finding the right audience, ensuring that your message arrives, increasing sales, reducing wasted effort, and working towards strong brand equity Targeted communication should begin by aligning your core message with both your business goals and your audience You can then create and deliver communications through the right strategies and channels.

 Reaching most of young ueser through social networking platforms to better portray customers' portraits for future product development.

 Achieved 10000 comments on new products on METACOOL fanpage.

 Increase 2.000.000 followers on social networking platforms Facebook, Instagram,….

 Reached 10 million views of TVC on YouTube.

The new product METACOOL cooling spray will create a trend to use the product when facing hot weather The product will be carefully researched by experts in industries such as pharmaceuticals, cosmetics, and cosmetics about the mechanism of instant cooling. Thereby, the product will bring superior features to existing products on the market.

Sources for references https://www.unilever.com.vn https://www.studocu.com/vn/document/dai-hoc-kinh-te-quoc-dan/product-management/ https://www.vietnamplus.vn/huong-di-cho-doanh-nghiep-phat-trien-trong-ky-nguyen- moi/757226.vnp https://brademar.com/phan-tich-mo-hinh-swot-cua-omo-2/ https://phungthaihoc.com/quy-trinh-nghien-cuu-1-so-hoat-dong-cua-doi-thu-tren-moi- truong-digital/ https://emoi.vn/kem-chong-nang-skin-aqua/#:~:text=Kem%20ch%E1%BB%91ng%20n

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%E1%BB%AFu%20l%C3%A0n%20da%20d%E1%BA%A7u. https://brademar.com/chien-luoc-marketing-cua-loreal/ https://digital.fpt.com.vn/linh-vuc/tuong-lai-cua-nganh-cham-soc-suc-khoe.html#:~:text=T

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ACTIVATION