final exam marketing plan for listerine mouthwash in vietnam market in the first six months of 2024

Consumer demand for mouthwash products in Vietnam It is estimated that more than 90% of Vietnamese people suffer from serious dental problems, mainly caused by improper eating habits and

TÀI CHÍNH - MARKETING TRUONG ĐẠI HỌC

INTEGRATED MARKETING COMMUNICATION COURSE CODE: 2321702049711

FINAL EXAM MARKETING PLAN FOR LISTERINE MOUTHWASH IN VIETNAM MARKET IN THE FIRST SIX MONTHS OF 2024

Ho Chi Minh city — 2023

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE —MARKETING FACULTY OF MARKETING

TRUONG ĐẠI HỌC TÀI CHÍNH - MARKETING

FINAL EXAM MARKETING PLAN FOR LISTERINE MOUTHWASH IN VIETNAM MARKET IN THE FIRST SIX MONTHS OF 2024

Instructor: ThS Truong Thu Nga Class: CLC_21DMC06 Group 8:

Tống Thị Thùy Dung 2121012222

Lê Trần Thục Nguyên 2121012412 Nguy Hy Phát 2121012819 Đoàn Dương Thanh Vân 2121012039

Ho Chi Minh city — 2023

CONTRIBUTION RATE ASSESSMENT TABLE

ABBREVIATION TABLE

Abbreviation Meaning

1 OOH Out of home

2 VND Viet Nam Dong

3 J&J Johnson & Johnson

4 GDP Gross domestic product

5 GIL Global Innovation Index

1H

TABLE OF CONTENT CONTRIBUTION RATE ASSESSMENT TABLE

1.1.3 Microenvironment: The oral care products industry's growth potential

1.2, BUSINESS OVERVIEW Q 0Q nh Tnhh 4 1.2.1 History of Johnson & Johnson CorporafIOn che, 4 1.2.2 Slogan and Logo ch HT KHE Khen kệt 4 1.3 LISTERINE MOUTHWASH Q nh HH Hy 5 13.1 About Listerine Mouthwash

1.3.2 Listermes brand vaÌue - TH Tnhh ghe 5 1.3.3 Listerime Inpredien(s TH HT ng hen TH kg vn 5 CHAPTER2 THECOMPANY?S SITUATION ANALYSTIS ì ic 6 2.1 LISTERINE MOUTHWASH CUSTOMERS nnnhhhree 6 2.2 LISTERINE MOUTHWASH°S COMPETITOR Sen ehhneeeise 6 2.3 THE STPAPPROACH OF LISTERINE nhe § 2.3.1 S€pmenfatiOn LG Tnhh Tnhh HH kh kg ng ru 8 2.3.2 Targeting ae +1 9 2.3.3 nen e(.((dđGđHÀHLđŒa 9 2.4 LISTERINE*s SWOT ANALYSIS LG nhe 10 CHAPTER3 MARKETING OBJECTIVES AND RELEVANT COMMUNICATION OBJECTIVES

3.1 PURPOSE

3.1.1 For Target Audience

3.1.2 For the brand

3.2, OBJECTIVES 000.0000 ll 3.2.1 Business Objective nh ỒẶằ ll 3.2.2 Marketing Objective aciiiiii ll 3.2.3 Communication OJeCfIVES LH Tnhh kg kh vu ll CHAPTER 4 IDENTIFYING SUITABLE TARGET AUDIENCES FOR YOU CAMPAIGN 12

4.1 DETERMINATION OFCOMMUNICATION OBJECTS 12

`.” 14 4.3, INSIGHT 55 (/(4djdj]35 15 CHAPTER5 DEVELOP A DETAILED IMC PLAN FOLLOWING THE IMC I.9001Ì)102x.(9 0) -haaiiiiŸẢŸẢẦŸẦẲẢ 16 5.1 DETERMINATION OF THE BIG IDEA AND THE KEY MESSAGE 16 SLL Big Wdea ẤH aa.a.a.a -ăẫăaãa 16 5.1.2 Key Messa0e ch HT kg ky l6 5.L.3 Campaign Framing - ch khen Hy l6 5.2 IMPLEMENTATION PLUAN nh nh nh HH kh ket l6 5.2.1 Stage l: Attention (01/01 - 29/02/2024) ch nh HH kh re 17 5.2.2 Stape 2: Interest (01/03 - 30/04/2024) nhu 21 5.2.3 Stage 3: Desire (01/05 - 31/05/202/4) chen rer 24 5.2.4 Stage 4: Action (01/06 - 30/06/2024) ch nh key 27 CHAPTERó6 MARKETING BUDGET Q Sn nh nhe 30 CHAPTER7 BACKUPPLAN QQ ST nh nh nh HH HH kh re 31 :4717.47)10 51 ai 1 13200) 2 ẽ -aA 3

TABLE OF FIGURE Table 2.1 Listerine mouthwash cusfOr€fS che 6 Table 2.2 Compare Listerine's 3 mosf prominenf COrp€fI{OFS ‹ cài 7 L0 on ng ố.Ặ.Ặa 44 8 Table 2.4 Comparison 1n price between Listerine's ©Ompe€tIfOFS - co cà cà Ss se 9 Table 2.5 SWỌT analyS1 nh TT HE KT rêy 10 Table 4.Í Communicattion ObJecfs according to the 5W LH model 22s: 12 r0 voi an e5 Hd a4 14 Table 4.3 The behaviors and habifs HH Tnhh kh kệt 14 Table 4.4 The oral health 0 SH TT KT KH ket 15 Table 5.1 Stage Í aCfIVIEIS L LH Tnhh kg KHE 17 Table 5.2 Livestream broadcast schedule LH HH kh vu 17 Table 5.3 Offline event schedule - LH nhe ru 18 Table hè ( ĩc 19 Table 5.5 Stape I PR Articles - HH ng kh tk key 20 Table 5.6 Search Advertising schedule - LH HH Tnhh kh Hy 20 Table 5.7 Stage ha hẠ 21 Table 5.8 Competition schedule cành KH KH key 22 Table 5.9 Stape 2 PR Articles LH Tnhh HT kh ky 23 r0 S8 ẦẦ aaii ii 24 Table 5.LI Timeline of the eVen[ HT HH KH kg KH 24 Table 5.12 Timeline of the conf€sf Ác nh KH ghe 25 Table 5.13 Stage 3 PR ArticÌes - LH HT HH HH KH ru 26 r0 s8 ằẮa< a.ố Gõ ư-3d4 27 Table 5.15 Timeline of promotion €apa1Ø115 LH HH nhu 28 Table 5.16 Stage 4 PR ArticÌes c ch HT HH KT ru 29 Table 6.1 Campaign budget Tnhh HH KH KH gà kg kh 30 Table 7.Í Backup pÏani 1 Tnhh kh kg vn 31 Figure 1.1 Logo of Johnson & Jolhnson ch HH Tnhh kh kết 4

Figure 2.l Positioning map o£ Listerine (Quality - Price) che 10 Figure 2.2 Positioning map of Listerine (Market share - Brand awareness) 10

CHAPTER 1 MARKET AND BUSINESS OVERVIEW 1.1 ORAL CARE PRODUCTS MARKET OVERVIEW IN VIETNAM

1.1.1 Analysis of the Macro Environment in Vietnam

a Political and legal environment

Vietnam is a country with a solid political foundation under the leadership of the Party and Government In recent years, international integration is being promoted, thus promoting domestic and foreign enterprises to develop and invest in our country's market

In addition, the state introduced policies to promote development and consolidation in the

market, such as:

- Import and Export Management Policy

- Tax policy

- Advertising and product management policies

- Policy on business license

- Health and safety policy

Vietnam's tax policy can have a big impact on the price and profit of Listerine products Import duties, value added taxes (VATs) and other taxes can all affect the final cost of a product and can affect competition in the market

The management of health and safety of goods, especially medical products such as Listerine, is an important factor These policies ensure that products meet health and safety standards and may require product testing and certification regulations

b Economic environment

With the determination to recover and develop the economy, created momentum to complete the socio-economic goals in 2022 and the period 2021-2025 set out by the Resolution of the XIII Congress The Government and Prime Minister have directed ministries, branches and localities to closely monitor the situation and policy changes of countries to promptly issue monetary and fiscal policies At the same time, actively and drastically implement the tasks and solutions of Resolution 01/NQ-CP, Resolution No 02/NQ-CP, Resolution No 11/NQ-CP on the Program on economic recovery and socio- economic development

Vietnam's economy recovered strongly, the macro-economy was stable, inflation was under control, and major balances were ensured The improved business investment environment positively contributes to socio-economic recovery and development, creating the trust and support of the People and the business community Some industries have higher growth than the year before the Covid-19 epidemic

Vietnam's economy recovered strongly in 2022, with growth reaching 8.0%, surpassing the 7.1% average in the period 2016-2019 Gross domestic product (GDP) in the second quarter of 2024 was estimated to increase by 4.14% over the same period last year, only higher than the growth rate of 0.34% in the second quarter of 2020 in the period 2011-

2024 Generally, in the first 6 months of the year, GDP increased by 3.72%, just higher than the 1.74% growth rate of the first 6 months of 2020 in the period 2011-2024 The above figures have shown that the Vietnamese economy creates a higher demand and purchasing power for people

The General Statistics Office also said that the average income of workers in the first

quarter of 2024 was 7.9 million VND/person, up 2.6%, equivalent to an increase of 204,000

VND compared to the previous quarter Compared to the same period in 2022, it increased

by 7.9%, equivalent to an increase of 578,000 VND (General Statistics Office, 2024) The revenue of the cosmetics market in Vietnam has grown steadily across all industries since 2019, with forecasts for 2024 continuing to increase In Vietnam, education campaigns conducted by beauty brands have raised awareness of the need for daily sunscreen products, directly contributing to 11% growth in category value At the same time, they influenced a 12% increase in makeup remover consumption, by emphasizing the importance of two-step cleansing (UPBASE Technology Joint Stock Company, 2024)

ce Cultural and Social environment

According to the survey on the living situation of households, the living standards of households in the first 6 months of 2024 have improved significantly compared to the same period in 2022 In the first half of this year, 94% of households saw increased income compared to 2022, a 15% rise from the previous year Vietnam's 2022 population was 99.46 million, with better quality Labor and employment rebounded in 2022, peaking in the fourth quarter, though unemployment and underemployment rose due to business challenges (General Statistics Office, 2024)

Oral health awareness is increasing in Vietnam, which could create opportunities for product development Besides, the change in product usage habits from traditional methods

to the use of moder oral health products is also an important factor

d Technological environment

According to the publication of “Global Innovation Index (GIT) Report 2022" of the World Intellectual Property Organization (WIPO) Vietnam ranks 48th out of 132 countries that have made the greatest progress over the past decade

In addition, Vietnam leads the world in high-tech imports At the same time, there is

an improvement in the ranking position in terms of output (ranked 35th, 38th in 2021) Vietnam, along with Iran and the Philippines, are the three middle-income economies with the fastest growth rates of innovation performance (General Statistics Office, 2024)

2

Thanks to technological innovations, the Listerine business is increasingly improving

in terms of production lines and operations With the development of current technology, new technologies in the field of production and distribution can provide advanced solutions for the production and distribution of Listerine in Vietnam Technological developments can also create opportunities for online marketing and sales of products At the same time, advancements in technology and competitive trends can affect Listerine's growth 1.1.2 Vietnamese oral care product usage trends

In 2021, affected by the Covid-19 pandemic, health issues were put on top, and products related to health protection were given the highest priority to consumers In the past few years, dental care has been very focused by young people in Vietnam Owing to this increased demand, a wide range of oral care products have been launched and have received much attention from everyone (Ha, 2022)

According to Virac research, many Vietnamese are willing to spend money on personal care products In 2019, Vietnam's spending on cosmetics and personal care accounted for 6.6% of its GDP This index is expected to achieve a compound growth rate

of 10.7% by 2022 Women consider personal care to be an essential need, helping to care for, and improving their health So, in Vietnam, they are willing to pay to use personal care products to protect their health (VIRAC Viet Nam, 2022)

According to the report, “Dental Care Market, Growth — Trends and Forecasts,”

among all other products, personal care products, hand sanitizers, and oral care products,

are the main segments fastest-growing segment compared to beauty products and other products (ModorIntelligence, 2022)

Oral care industry discussion statistics in the third quarter of 2014, consumers’ discussions advise each other on how to take care of their oral problems with oral care products as well as supporting each other Among that, 7% of people recommend mouthwash among the advice for dental problems (BuzzMetric Inc, 2014)

1.1.3 Microenvironment: The oral care products industry's growth potential

a Overview of consumption of cosmetics and personal care in Vietnam According to meta-research, sales in the cosmetics and personal care markets reach US$2,290 million by 2021 The market is expected to grow by 6.2% annually (CAGR 2021- 2025)

Among them, personal care products are the most popular among them, with more than 60% of consumers using them daily (VIRAC Viet Nam, 2022) The number of cosmetics and personal care stores nationwide has increased by 40% Most of the stores are concentrated in two major economic centers: Hanoi and Ho Chi Minh City Experts assess this market as having a lot of potential, which can be exploited and developed well

3

b Consumer demand for mouthwash products in Vietnam

It is estimated that more than 90% of Vietnamese people suffer from serious dental problems, mainly caused by improper eating habits and oral care In Vietnam, people care more about their appearance in general and the problem of oral care grasping psychological needs (Health and Life Online Newspaper, 2024)

At the same time, Vietnamese people are always interested in dental problems, and dental care has become an essential need in daily life According to the cosmetics and personal care market survey in 2022, up to 90.6% of retail channels, especially supermarkets, sell toothpaste, mouthwash, and other products other oral care products, and according to the assessment, the market of toothpaste and oral care products in Vietnam is forecasted to continue to grow sustainably in the coming years (VIRAC Viet Nam, 2022)

1.2, BUSINESS OVERVIEW

1.2.1 History of Johnson & Johnson Corporation

Johnson & Johnson (J&J)is an American multinational corporation founded by three

brothers Wood Johnson, James Wood Johnson, and Edward Mead Johnson in 1886 Johnson

& Johnson started with sewing threads, cotton, and sterile gauze The company soon expanded into many areas, such as medical devices, pharmaceuticals, and consumer- packaged goods After many years of establishment and development, the company has been and continues to be a leader in the health field Currently, J&J’s head office is in New Brunswick, New Jersey, USA

Johnson & Johnson has nearly 300 branches located in more than 60 countries, with more than 128,000 employees engaged in R&D activities, and products are sold worldwide

In 2011, a subsidiary named Johnson & Johnson Vietnam Co., Ltd was established

in our country with a head office in Ho Chi Minh City And until now, J&J's products have become familiar to Vietnamese people through products to protect consumers’ health: Listerine, Neutrogena, Johnson Baby shower gel (Vietnam Report JSC, 2024) 1.2.2 Slogan and Logo

- Logo of Logo of Johnson & Johnson

folmonafohmon

Figure 1.1 Logo of Johnson & Johnson

Source: Johnson & Johnson

- Slogan: “The family Company” This means that regardless of the department, position, or position, everyone is still a member of the J&J family and shows solidarity and attachment between direct subsidiaries belonging to the group 1.3 LISTERINE MOUTHWASH

1.3.1 About Listerine Mouthwash

Listertne was founded more than 120 years ago and invented by Dr Joseph Lawrence and Jordan Wheat Lambert However, Listerine was not originally designed as amouthwash, but as a sanitizer used during surgery After the English doctor Joseph Lister successfully completed the first sterile operation in 1865, he named his new product Listerine 1.3.2 Listerine's brand value

More than 120 years of inheritance and trust in customers Listerine pioneered the slogan “Halitosis,” which is synonymous with bad breath and is now a part of the English dictionary From 1921 to 1929 Listerine was used to treat scalp dandruff and dry scalp, as a beautifying treatment for the skin, antiseptic for wounds, cosmetic deodorants and aftershaves, and During World War I Listertne was used as an ambulance In addition, Listerine is the only mouthwash approved by the Australian Dental Association for its effectiveness and safety in limiting dental plaque and gingivitis Listerine has also been approved by American, Canadian, British, and Swedish dental associations All have created core values for Listerine products that are difficult to replace by any other dental care brand (Listerine Vietnam, 2024)

1.3.3 Listerine ingredients

The main ingredients in Listerine mouthwash contain the main ingredients: Water, Sodium Fluoride, Ethanol, Benzoic Acid, Sodium Saccharin, Menthol, Sorbitol, Flavor, Sodium Benzoate, Methyl Salicylate, Thymol These active ingredients have many positive effects on teeth while protecting teeth from the harmful effects of bacteria They are safe, mild, and non-irritating to consumers Listerine product lines are usually packaged

in bottles with two types of capacity: 250 and 750 ml

e The effect of ingredients in Listerine products:

- Sodium fluoride helps eliminate bacteria, prevents cavities and plaque formation, and helps maintain healthy teeth

- Ethanol helps kill bacteria that cause bad breath, gingivitis, and cavities

- Peppermint essence helps freshen breath

CHAPTER 2 THE COMPANY’S SITUATION ANALYSIS

2.1 LISTERINE MOUTHWASH CUSTOMERS

Table 2.1 Listerine mouthwash Group of customers who are Group of customers who are

buyers consumers

Gender Female Male and Female

20 - 45 20 - 45

A ge Adults who make money and need | Adults : : who make money,

to take care of their family, mainly | especially young people mothers

Location Urban area Urban area Income Average income Average income

Care about their family's oral | Possess knowledge about oral Psychological | health, recognizing its importance | health and aspire to enhance it for characteristics | and wanting to aid with issues like | greater confidence in their daily

bad breath lives

Seek quality products for family | Look for cost-effective dental care dental care, ensuring fresh breath | products to fit their routine, Buying at an affordable price focusing on hygiene and breath behavior Purchasing decisions are | They research and decide on

influenced by reference groups | purchases or are swayed by social and TV advertising media ads

2.2, LISTERINE MOUTHWASH’S COMPETITOR Supplier Power: Listerine relies on suppliers of ingredients and raw materials to

manufacture its products Supplier bargaining power can affect Listerine's ability to maintain a steady supply and fair prices

Buyer Power: Customers in the mouthwash market have high negotiating power due to the variety of products and brands available Customers have the ability to switch to other products if not satisfied with Listerine or if better options are available

Threat of Substitution: The oral care market is highly competitive and Listerine mouthwash products are at risk of being substituted from many products such as:

Medicines for bad breath (Nuskin AP24, Deetox Nano, Detoxic ), Lozenges,

chewing gum (Cool Air candy, Mentos, .), mouth sprays create an instant fresh feeling (Greelux, Herb 37, etc )

Threat of New Entry: In the mouthwash field, there are always new products and potential competitors emerging Other companies may develop new products with unique features and benefits or launch new brands to compete with Listerine Competitive Rivalry: In the mouthwash market in Vietnam, there are various competitors, including Colgate Plax, Dentiste, and other brands of mouthwash

6

Table 2.2 Compare Listerine's 3 most prominent competitors

Concentrates on th market for post-operativ|

and sensitive dental ca

in response to thị demands of custome with particular issues

Sensodyne Mouthwas focuses on the sensiti teeth and gums marke especially users wit sensitivity and pai problems

Product

strategy

- Is designed for daily us

as part of an oral car routine This produc can help deep clean al freshen the breath while helping to maintain oral health

Aims to address ore problems such as ba breath bacteria, plaqu breath

- Has a special mouf care formula _ thal includes ingredients that fight bacteria anq prevent plaque formation

- Focus on providing intensive care for thị mouth, especially afte surgery or in cases ¢ special sensitivities an conditions

Focuses on reducin pain and sensitivity oi teeth and gums Th product contains speci ingredients that help t soothe sensitivities an user

Is specially designed t care for the mouths qd people with sensitiv teeth and gums

Price

strategy

- Reasonable price: Th prices are generally i the mid-range and con}

sizes and capacities

Competitive Pricing Strategy: focus of quality products a competitive prices

Price: 64,000VND

Higher prices: they have

a special formulation and are aimed at clients with special oral care needs or after surgery

Product value matches high price

Price: 210,000VND

Mid-high price: they point compared t conventional mouthwash products Create value through if exceptional oral car formulation and ability

to reduce tooth pain an sensitivity Price: 150,000VND

Distribution

strategy

- Distribute through convenience/ dru stores, supermarkets

- Diversity Supply:

Colgate Plax ig available in a variety o|

bottle sizes and type from small trial bottles

to large long-lasting bottles

- Distribute through dental offices and drui stores

- Has a specialty produ for post-operative ora care, where thd specialized distribution

is needed to meet th surgery

Distribution through drugstores With a network drugstores, Sensodyr Mouthwash car leverage the expertise pharmacy _ staff tq provide advice an guidance to consumers

distribution through

Promotion

strategy - Focus on creating th

image of a deep cleal fresh breath and preve|

bacteria and clean trị mouth, creating trus from consumers - Focus on the speci

nature and ability te address post-surgical q sensitive issues

- Collaborate with denta professionals ang pharmacies Focus on the ability tq

reduce sensitization an create a sense comfort for the user Collabs with drugstore: and pharmacies

2.3 THE STPAPPROACH OF LISTERINE

Finance Demographic Depends on family |, Financially Depend on children's

income independent, medium income, pensions or

to high income interest from savings

Job

Student > fice staff, teacher, usinessman, Restricted by age

Marital Status Single or married Married (mostly) Married (mostly) Geographic Focusing on urban markets where there is a large population, high

average income and some rural areas in Vietnam

Oral care habit Use after dental care Use regularly to Used to prevent

to meet high social address a specific | problems (prevent

oe problem (bad breath, | bad breath bacteria communication needs gingivitis ) |* "7 and mouth problems)

Using social network habit

Frequency: Frequency: Frequency:

Seldom or often Usually Sometimes for entertainment and | stay connected; | keep in touch with studying expand social | acquaintance, Behavioral network, keep up with | entertain and reduce

loneliness

Seldom or never

- Toys and games

- Clothes and shoes

- Enjoying life

- Celebrate special

events

speed

| Have high

awareness of the

importance of oral health

Psychographic Care about life

Low or average High Medium With substantial | Focus on careers and | Passed the hectic parental support, they | self-growth, phase of life and have are free from | maximize their own | begun to seek

concerns about | lives, and nurture | relaxation and

surrounding issues their families fully fulfillment in life

2.3.2 Targeting

Based on the information identified in the market segment, the 25-45-year-old customer segment is the most potential customer group Most of them are financially self- sufficient, and their need for dental care is also high because they often socialize At the same time, they are very focused on the health of themselves and their families, and how often they go shopping

Thanks to these characteristics, an FMCG product like Listerine easily reaches them through TV commercials and especially at the point of sale, becomes a familiar product every time they shop, so Listerine’s sales are high This audience quickly grasps information through social networking platforms, and they are also ready to receive new and positive messages in life This is an opportunity for Listerine to create new values and new perspectives of users and maintain its attractiveness to the Vietnamese market 2.3.3 Positioning

e Positioning by Price: Listerine uses a mid-price strategy The brand’s price is in the medium range as Colgate

Table 2.4 Comparison in price between Listerine's competitors Valentine | Listerine | Colgate| KIN | Sensodyne | Dentiste Price 40.000 67.000 64.000 | 120.000} 150.000 | 210.000 (VND) |} (500ml) | (250ml) | (250ml) | (250ml) } (250ml) | (200ml)

Source: Compiled by authors

e Positioning by Quality: The quality of the product has been verified by medical experts There are ingredients such as Ethanol, Sodium Fluoride, and essential oil

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extracts that are extremely safe, benign and contribute to improve product efficiency Besides, the packaging design of the product is very solid, elegant, and provides enough information Therefore, Listerine is always a trustworthy brand to consumers Positioning by Product Attributes and Benefits: Listerine mainly positions itself based on features and benefits that it brings to consumers - it is amouthwash product that has the ability to clean, kill 99.9% bacteria helps prevent plaque and bad breath

as well as gum disease in just 30 seconds of use

High quality

os SENSODYNE

LISTERINE QKn

Low quality Figure 2.1 Positioning map of Listerine (Quality - Price)

LISTERINE

em SENSODYNE

@Kxm +es=uvia

Low market shore

Figure 2.2 Positioning map of Listerine (Market share - Brand awareness)

2.4, LISTERINE’s SWOT ANALYSIS

Table 2.5 SWOT analysis

Strengths (S) Weaknesses (W):

| Large market share

2 Reputation and strong brand 1 Harsh taste and sensation

3 Effective product with powerful 2 High price

antiseptic properties 3 Competition

4 Diverse flavors and formulations 4 Limited natural ingredients

5 Diversified and large-scale 5 A weak substitute for toothpaste distribution channels

Opportunities (O) Threats (T)

L Growing oral care market 1 Intense competition

2 Expansion into new markets 4: 2 Shifting consumer preferences va:

3 Development formulations of specialized 3 Regulatory changes

10

CHAPTER 3 MARKETING OBJECTIVES AND RELEVANT

For Target Audience

Help the target audience be aware of the need for Listerine mouthwash in the dental cleaning process and better understand the value that Listerine mouthwash brings Create discussion on the media channels about the new product - Listerine Cool Mint Bringing Listerine mouthwash closer and more accessible so people can improve their oral health and feel more confident in their daily lives

Promote healthy lifestyle values, stress oral health's daily care and significance For the brand

Create brand awareness by conveying the value that Listerine mouthwash brings Reminder of the product's availability and benefits to maintain the market in Vietnam Through collaborations with KOLs, KOCs, and media posts increase target audience's engagement with the brand

OBJECTIVES

Business Objective

Share: Increase the brand's revenue and market share in the domestic market with the goal of increasing Listerine's market share by the end of 2024 to 5% Revenue: Set a revenue target for the last 3 months of 2024 of 8 billion VND (estimated 10% increase in sales compared to the previous quarter)

Marketing Objective

Increase sales of Listerine Cool Mint products by the end of 2024 by 20% from new consumers (who initially disliked the product due to its alcohol and unpleasant taste) Successfully conveying the message: “Rinse Your Mouth, Speak Yourself.” Well-positioned brand "top mouthwash, effective and reliable for consumers through product quality and commitment to meet customers’ oral care needs"

Value: Using Emotional Marketing with the main emotion conveyed is: the intense desire of a person “with low self-esteem, shunned and lost many opportunities in life" to become a person “confident and dare to speak, dare to express themselves"

By this, create empathy and positive interaction with the target audience, stimulates buying behavior and, increasing brand awareness, making them love the brand more Communication Objectives

Positioning the Listerine brand in the Top-of-Mind position of consumers, reinforcing the attribute of “non-alcoholic antibacterial mouthwash"

Channel quality: The results of the campaign reached 1,000,000 target audience

CHAPTER 4 IDENTIFYING SUITABLE TARGET AUDIENCES

FOR YOU CAMPAIGN 4.1 DETERMINATION OF COMMUNICATION OBJECTS

Table 4.1 Ci Objects according to the SWLH model Target cust Target audience

- Age: 20 to 45 - Age: 20 to 30 WHO

- Income: Average to high

- Gender: Female Income: Average to high

Gender: Male and Female

(Who - Personality and lifestyle: |- Personality and lifestyle: health-

are Cautious of health-conscious conscious, fashion-conscious, trendy, and they ) and have a healthy lifestyle love taking care of themselves

- Hobbies: Reading magazines, |- Hobbies: Updating daily news updates and daily news, and updating | surfing social networks

information of health issues

- They have a deep concern about |- They are interested in taking care of their own and their family's | themselves and information about health

WHAT health issues, especially oral | and life issues

(What health problems - They are interested in building a personal

do - They care about how others see | image and building relationships

they themselves, and they want to |- They are interested in breaking news, new

care confidently express themselves | trends, and don't want to miss anything about ?) - They care about the quality and |- They care about the quality and

effectiveness of personal care | effectiveness of personal care products products

- They access information when |- They access information when watching

watching the brand's TVC in the | the brand's TVC in the media

media - They see the product on outdoor

- They see the product on outdoor | advertising locations, and billboards at

advertising locations, and | supermarket centers

WHEN billboards at — supermarket |- They hear product recommendations from

(When do centers friends, and colleagues who use good

my ducts - They hear product | products

information recommendations from fiends, |- They often approach the product when the and buy and colleagues who use good | brand launches minigames or large events products ?) products

- They often approach the product when the brand launches

minigames or large events and

invite their favorite artists to

- Advertisement with hotline on television

Advertisement on Listerine’s official

website and other social media platform

Advertisement with hotline on television Through the KOCs, KOLs access and buy products according to their instructions, Usually approach and buy at convenient supermarkets, restaurants, cafeterias

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Through the KOCs, KOLs access and buy products according to their instructions, Usually approach and buy at convenient supermarkets, restaurants, cafeterias

Ensuring comprehensive oral

health: brushing only cleans 25% of the oral cavity, the rest is thanks to mouthwash

Product effectiveness: Target customers are satisfied with the

product's clean use and fresh

breath

Diversity of products: They can

- Effective company-created touch points: impressive communication campaigns created by the company such as advertisements, websites and social media

brochures and accompanying materials, sales promotions, etc appearing on many

social media platforms that the audience meets daily will create excitement for them,

Why do choose products with features | and they will have aneed to buy and use the

they that are suitable for their oral | product

choose the | condition and their own needs _|- They are determined enough to learn about product? |- Prestige: Listerine has existed in | products and campaigns, make quick

the Vietnamese market for along | decisions, and are ready to try it right away

time and is recommended by |- They have a positive view of what they

dental experts and orthodontists | receive after watching ads and monitoring

as an effective tool in| campaigns So, they choose products to maintaining oral health support the brand

- Large market share: The brand's

products have a wide

distribution system, making it

easy for buyers to buy products

- Lack of perceived need: Some |- Lack of perceived need: Someone may not people may not see the need for | see the need for using mouthwash, so they using mouthwash or may believe | just brush and floss

that brushing and flossing alone |- Not being attracted by the campaign and the

are sufficient for maintaining | media message

good oral hygiene - Realize that too much communication

- They prioritize using | causes them to lose faith in the brand's

Vietnamese products, | advertising

Why don't | contributing to promoting |- They have a negative view and lack of trust they Vietnam's economic growth in the product or brand

choose the | Price: they prefer to buy other |- Psychological factors and time: They may product? brand products at a lower price just see the ad by chance, not pay too much

The ingredients in Listerine

mouthwash are not suitable for their sensitive oral condition attention, or not be determined enough to

research the product and make an immediate decision after seeing the ad

Misconceptions: There might be misconceptions or muisunderstandings about the benefits or potential risks of using

mouthwash, leading customers to avoid

it For example, articles about Listerine

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mouthwash containing carcinogenic

ingredients have scared many people

(How often d HOW

use the product?)

- They often choose to use the |- They often choose to use the product after product after brushing as a step | brushing as a step to deep clean the bacteria

to deep clean the bacteria and | and impurities stuck on the teeth impurities stuck on the teeth - They use the product with an amount of

- They use the product with an | about 20 ml of undiluted mouthwash

amount of about 20 ml of | solution

undiluted mouthwash solution |- They usually mnse thei mouth with

- They usually rinse their mouth | Listerine for 30 seconds, twice a day

with Listerine for 30 seconds,

o they

twice a day

4.2, ISSUE

Table 4.2 The philosoph

1 They feel that having fresh breath will make them feel more confident in daily conversation, and self-expression Or else bad breath makes them lose confidence

2 | They always have the feeling of “not clean enough” after brushing their teeth

3 They want to have a right and professional oral care routine but still save time and money

Table 4.3 The behaviors and habits

1 | People usually only use toothpaste to clean their teeth

2 | Busy life makes users have little time to thoroughly clean their teeth

3 People who have a habit of smoking, eating foods with strong colors and odors cause bad breath and are at risk of gum and tooth problems

4 People who need an oral hygiene method to use after dental surgery, to help clean and disinfect the mouth, reduce the risk of infection and speed up the recovery process

5 People who often grind their teeth, use sugary drinks and highly acidic foods, which lead to erosion of tooth enamel and increase tooth sensitivity

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Table 4.4 The oral heatth

Effects: Causing pain and discomfort when exposed to hot, cold, sour, or sweet foods

and drinks; avoiding brushing or brushing your teeth more gently to limit causing additional pain; decreasing confidence in social interactions

cigarettes, colored drinks such as coffee, solid tea, are not removed cleanly from

the oral cavity

Impact: Not only is it a symptom of a decline in oral health, but this problem also affects the beauty and health of a natural smile, making people afraid to talk to the opposite person, thereby negatively affecting daily communication, work, and life

Condition: Dental disease (bleeding gums, gingivitis )

Impact: Having digestive and cardiovascular diseases, affecting pregnant women,

4.3 INSIGHT

Analyzing Listerine’s customer insight according to the 3C model, we have:

« Consumer truth: Customers feel self-conscious and do not dare to speak due to bad breath They want to solve this problem to re-establish self-confidence and expand opportunities in life

« Company truth: Listerine offers a solution to the problem of bad breath by providing

an effective mouthwash Listerine products are scientifically proven and can help clients

reduce bad breath, freshen breath, and build confidence

e Category truth: Mouthwash is an important part of daily oral care This product not only helps control bad breath, but also keeps your mouth and teeth healthy

> From the above analysis, we can draw the customer insight of Listerine:

“I feel lack of confidence and dare not to speak, dare not to express myself due to my dental problem, which is my bad breath problem This led to the problem that | was stereotyped as introverted, self-deprecating and missed many opportunities in life.”

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Cc

5.1

5.1

HAPTER 5 DEVELOP A DETAILED IMC PLAN FOLLOWING

THE IMC PLANNING PROCESS DETERMINATION OF THE BIG IDEA AND THE KEY MESSAGE

1 Big Idea

Big Idea: “Rinse Your Mouth, Speak Yourself: Discover your confidence and develop your potential." This IMC campaign focuses on discovering and developing personal confidence by addressing dental problems, especially bad breath Listerine will accompany users to help them overcome their dental problems and seize the opportunity in life

Vision: Build a world where everyone can confidently express themselves Listerine's IMC campaign emphasizes the important role of confidence and guides users to discover their potential through fresh breath

Key word: Listerine, Rinse Your Mouth - Speak Yourself, fresh breath, confidence, seize opportunities

Tone & Mood: Youthful, Dynamic

Hashtag: #Listerine #Fresh Breath #Confidence #Seize Opportunities 5.1.2 Key Message

Key message: “Rinse Your Mouth, Speak Yourself” We emphasize the action "rinse your mouth" - using Listerine makes you solve bad breath problems, brings fresh breath, helps you "Speak Yourself", speak as you feel because you are you and express yourself how you want to, remove introverted prejudices, confidently be yourself, dare to speak, dare to express

5.2.1 Stage 1: Attention (01/01 - 29/02/2024)

Table 5.1 Stage I activities

Time 01/01/2024 - 29/02/2024

Goals Create attention on Listerine's new product launch - Listerine Cool Mint Messages "The Solution for Bad Breath - Express yourself confidently!"

Content for using Listerine mouthwash

- Successfully attracting attention from customers

- Bringing products closer to consumers and improving consumer awareness

- Boost brand presence via TVC, highlighting mouthwash's importance and Listerine's "Rinse Your Mouth, Speak Yourself" message

Activities | 2 KOLs/ Influencers collaboration 1 Trial event 5 Search Advertising 4 TVC

3 OOH Advertising 6 PR Articles

e Trial event

Time: 03/01/2024

Purpose: The event has three main goals:

Comprehensive Product Experience: Attendees can sample all Listerine products in different flavors, creating an immersive exploration of the brand's range

Direct Product Assessment: Customers get hands-on with Listerine products, assessing quality and features for informed decision-making

Engagement Building: Innovative displays and activities captivate attendees, urging them to actively engage and better comprehend Listerine's offerings

How the event is organized: Organize a live offline event at Saigon Center and stream it on Listerine's Facebook page and YouTube channel

Participants

- MC: Do Nhat Ha - Miss International Queen 2018

- Guests:

+ Singers: Trung Quan Idol, Duc Phuc and Justatee

+ KOLs/ Influencers: Tiktoker Bong Tim, Beauty Blogger Chloe, Youtuber Ninh Tito, Tikoker HAHA

- Everyone who is interested in Listerine products nationwide

Venue: 3rd Floor - Saigon Center (Le Lai Street, District 1, Ho Chi Minh city)

Table 5.2 Livestream broadcast schedule

5:00 - 6:00 pm) Lucky draw minigame: participants who buy Listerine products a

event will have opportunities to become one of the winners

The rewards include:

+ 1% prize: 2,000,000 VND voucher when purchasing Listerine prod

le 2" prize: 1,500,000 VND voucher when purchasing Listerine pro

6 3 prize: 1,000,000 VND voucher when purchasing Listerine pro

6:00 - 7:00 pm) Announcement of winners and award prizes

7:00 pm Guest Departure & Farewell the guests

b Collab with KOLs/ Influencer in PR articles on social media platform

Form of implementation: Listerine will book KOLs/Influencers to share PR articles about Listerine’s events and make communication about the benefit of using Listerine products, as well as how they use the product daily as a habit and encourage consumers to use the product

PR Articles posting time: 10/01/2024

The KOLs/Influencers are selected to do the communication work:

Beauty Blogger Trinh Pham: A Beauty Blogger who specializes in producing videos about beauty care, personal care, or sharing about daily life, now her target audience is not only young people but also households with young children Some

of her achievements:

Facebook fanpage: 634,000 followers YouTube channel: 1.22 million subscribers

Instagram account: 536,000 followers

Singer/Beauty Blogger Luna Dao: An artist from the LGBT community, in addition to singing, Luna Dao often shares knowledge of cosmetics, beauty care, personal care, daily life, and inspirational lessons Some of his achievements: Facebook fanpage: 989.000 followers

YouTube channel: 500.000 followers Instagram account: 102.000 followers

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c Out of home Advertising

For this OOH advertising, we use 2 main types of advertising: LED billboard advertising and Bus advertising

LED Billboard Advertising:

+ Billboard 256 Dien Bien Phu, Binh Thanh District: Billboard dimensions: 8m

(height) x 17m (horizontal) Traffic volume 140,000 people/day, operating 24/7 Bus advertising

Content: Conveying Listerine's message "Raise your mouth - Speak Yourself" Location: Key bus routes passing through central districts of Ho Chi Minh City: 01,

TVC length: | minute

Broadcast date: 10/02/2024

Job Interview opportunity due to her bad breath during a job interview

Table 5.4 TVC Plot

Scene 1: The main character, Thuy Dung, joined a group to make friends but was

School avoided because of her bad breath

Scene 2: Despite possessing strong skills and knowledge, Thuy Dung lost a job

While enjoying time with her lover, Thuy Dung's bad breath emerges

Seene 3: when she speaks, leading to discomfort and eventually causing her to

lose her love

Scene 4: From Thuy Dung's story, highlighting toothbrush cleaning downsides Listerine’s benefit and offering a solution to dental problems is Listerine Emphasize Listerine mouthwash advantages and encourage viewers to buy

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e PR Articles

During Stage 1, Listerine will publish the following PR article:

Table 5.5 Stage I PR Articles

, Media Post title Orientation channel Form Quantity | Published date

“Listerine product | Give information about

trial event, the trial event with the

gathering cult | presence of Justatee, Yeah | Advertorial 2 01/01/2024 guests in Duc Phuc, Trung Quan

Showbiz!” Idol

“Luna Dao and | Announcement for the

Trinh Pham collaboration of Luna

together onthe | Dao and Trinh Pham} 7:0 News | Advertorial 1 09/01/2024

journey to bring | with Listerine, talk

smiles to you!” | more about the use of

the Listerine product

in oral health, hygiene, | benefits and a link to the viewers interested in and related topics website health, lifestyle content Send out follow-up | Publish educational

Share informative posts - about oral health and | Messages to users who | videos featuring

Engagement | 1/3/2024 hygiene Include links - engaged with previous | dentists discussing the > and — to arti ke n Listerines ads, providing | importance of Education | 30/4/2024 | '° M6 6$ © - additional information | mouthwash and how

website, demonstrating thority in the field about Listerine's range | Listerine can be a game- - -

au l of products changer

Launch retargeting ads |Send out exclusive | Create testimonial

1/5/2024 for users who visited | offers and discounts | videos featuring

Conversion - Listerines website or | through Messenger to | satisfied customers and Loyalty 30/6/2024 engaged with previous | engaged users, further | sharing their positive

ads Promote special | encouraging them to | experiences with offers or discounts make a purchase Listerine

5.2.2 Stage 2: Interest (01/03 - 30/04/2024)

Table 5.7 Stage 2

Time 01/03/2024 — 30/04/2024

Goal Make customers interested and want to learn more about the product

Message "Does bad breath make you lose your chance? Try Listerine now!"

Content Emphasizing education about dental care and reaching a broader audience This aims to

address bad breath issues among Vietnamese and attract those seeking Listerine's solutions

Sponsor the project "Pure teeth, I can be ME” of Van Lang University

Competition "Rinse with family, standardize the process, we are confident together.”

PR articles posted on electronic platforms

Posting project announcements on 2 fanpages: Listerine Facebook fanpage and

Van Lang University Facebook fanpage

4 28/03/2024

31/03/2024

9:00 - 10:30 am dental check-up process, and new campaign by Listerine

- Livestreaming on 2 fanpages: Listerine and Van Lang University

2 - Students receive a note from Listerine to record the information the dentist

instructs and perform the examination process as directed by the organizers

- Activities to participate while waiting for the examination:

10:40 am Step 1; Check in to experience Listerine's fill device and booth with the hashtag

#Pureteeth #ICanBeME #Listerine #Confidence Step 2: Scan a QR code stating the dental problems participants think they have; consequences of the problem, and state how you feel of the project

3 “(World Oral Give away 200 combos of 3 bottles of 250ml mouthwash for the first lecturer and Health Day) student to come to the dentist on this day

e Duration: 31 days (from 01/03 to 31/03/2024)

e Participants: Students and lecturers at the Van Lang University

e Venue: Van Lang University with many modern machines and equipment for maxillofacial industry equipped

e Description: Listerine mouthwash brand will fund 200 million VND, 4 Halimeter

bad breath assessment Machine, 3 mouthwash booths and 3 Listertne mouthwash

filling machines for this project

e Purpose: Build a dental care process for students and lecturers working at the school, which is comprehensive and suitable for everyone’s condition This will create interest and demand for dental examination by students and faculty at the school,

and with the advice of a dentist, Listerine mouthwash will be more noticed as an

essential part of daily oral care

b Competition "Rinse with family, standardize the process, we are confident

together."

Table 5.8 Competition schedule

Time Detailed activities

01/04/2024 Announcement of contest rules

02/04/2024 Create Keyword “Rinse” and “Confidence” with the fanpage "Tho Bay

mau" and put advertising information about the contest “Rinse with family, standardize the process, we are confident together"

Hashtag #Rinse YourMouth #Rinse WithFamily #Listerine #Confidence 04/04/2024 Call for more participations and create Keyword with the fanpage "Chi

Chi em em"

Put advertising information about the contest “Rinse with family, standardize the process, we are confident together"

22/04/2024 Receive entries

24/04/2024 Review and give contest results

26/04/2024 - Result announcement on fanpage Listerine

- Contact the winners, their prizes would be:

+ 01 Champion: iPhone 14 pro max worth 27 million VND and 20 bottles of Listerine (750 ml)

+ 02 runner-up prizes: iPad Air 5 14 million VND and 10 bottles of Listerine (750ml)

+ 02 Quarter Prizes: Bluetooth Apple Air Pods Pro worth 6 million VND and 5 bottles of Listerine (750ml) per one

30/04/2024 Organizing awards ceremony and closing the program

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e Communication method: Organize the contest "Rinse with family, standardize the process, we are confident together" The program will be launched 1 week in advance on the official Facebook fanpage and the official website of Listerine

e Duration: 30 days (from 01/04 to 30/04/2024)

e Registration time: 0:00 A.M on 01/04/2024 - 8:00 PM on 22/04/2024

e Completion deadline: 23:59 PM on 25/04/2024

e Participants: Unlimited

e Organization platform: Online on Listerine's fanpage

e Meaning of the contest: Listerine wants to teach people how to properly care for their teeth and help spread the process by getting family members involved Through the competition, they help each other build the right process, build confidence, and bond together

c PR Articles

During Stage 2, Listerine will publish the following PR article:

"¬ sharing the project's

Listerine | messages and news

sponsors the | so that the public can | baomoi.com

project see the activities of] tuoitre.vn 2 posts | 5-15 /3/2024

Pure teeth, high social value that Advertorial

I can be Listerine has

ME” of Van | contributed

Lang

University Responding to the

World Oral Day | thanhnilenvn 1 post 21/03/2024 (20/03 / 2024)

Competition | Announcing about

"Rinse with | the contest the

family, attractiveness of the 1 post 25/04/2024

standardize | contest and 1s

the process, | meaning Baomoi.com | Advertorial

we are

confident Stating the results of ;

Listerine

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Message "Confidently express yourself with fresh breath

- Your chance to change your life!"

Content

At this stage, Listerine emphasizes the needs of the target customer and arouse a strong desire to use Listerine Besides, conveying the message Listerine is the best solution for customers’ oral problems Buy Listerine if you want to gain confidence and seize opportunities in life

Activities

2 Contest “Listerine - Leaping Beyond the Confidence Barrier.”

3 PR articles published on digital platforms

4 OOH advertising 4 Search Advertising

a Trial event "Listerine Cool Mint Mouthwash Experience"

Table 5.11 Timeline of the event

Date Name Detail

1/5/2024 | Start the program | Set up and decorate booths and experience spaces

Product At the booth, salesperson invite customers to try Listerine

2 - 4/5/2024 Experience Cool Mint products and provide them with information about

P the benefits and uses of the product

Mini Get Organize a game with attractive prize, such as: t-shirts, hats

5 - 7/5/2024 Gifts game Set | and water glasses with a brand image

Promotion of games on online channels to create expectations

8 - 9/5/2024 Interactive and | Create a photo angle and an interactive corner with an online

Visual Corner | game related to oral health

10-13/5/2024 Deeper Product | Salesperson invite customers to explore and learn about

Experience Listerine Cool Mint's uses and ingredients

14/5/2024 Closing Hold the closing ceremony with active customer participation

Ceremony and | Give rewards and launch the final performance

Exhibition

e Duration: 1/05/2024 - 14/05/2024

e Communication method: Trial event, Facebook fanpage, Official Website

e Detailed description: The event includes a product testing corner, a photo interaction corner and a gift-recetving game corner At each corner of the event, there

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are staff standing and consulting products for participants Besides, the event will be livestreamed on Listerine's official Facebook channel The first 1.000 participant will receive a gift box of Listerine, which includes a T-shirts, hats and water glasses Venue: Popular shopping centers in Ho Chi Minh City include: Vincom Center Shopping Mall, Crescent Mall, AEON Mall and Saigon Center Shopping Mall Purpose: Create a fun and interactive environment to stimulate the desire to buy Listerine Cool Mint products, increase interest and create a desire to shop among attendees

b Contest “Listerine - Leaping Beyond the Confidence Barrier”

Communication method: Organize the contest “Listerine - Leaping Beyond the Confidence Barrier” The program will be launched | week in advance on the official Facebook fanpage and the official website of Listerine Vietnam

Contest time: from 15/05/2024 to 31/05/2024

Table 5.12 Timeline of the contest

Time Detailed activities

1 15/05/2024 Announcement of contest rules

2 16 - 25/05/2024 | Receive entries

3 | 25 - 26/05/2024 | Review and give contest results

4 | 27/05/2024 Result announcement

5 27 - 29/05/2024 | Contact the winners

6 | 31/05/2024 Organizing awards ceremony and closing the program

Purpose of the contest: Through dynamic engagement, we aim to spotlight the product's confidence-boosting power, incite curiosity among potential users, and create a compelling connection between the brand and its audience Our contest aims

to empower individuals, helping them overcome challenges and embrace life's opportunities with renewed self-assurance

c Out of home Advertising

Duration: from 15/05/2024 to 31/05/2024

Communication method: Banners and panels

Detailed description: The panels and banners design show the new Listerine product - Listerine Cool Mint Besides, the designs will include the message of the campaign “Rinse Your Mouth, Speak Yourself”

Place:

- Panels are located at major intersections with high traffic volume such as: Phu Dong roundabout (1,000,000 people/day), Turtle Lake roundabout (600,000 people/day)

- Banners are placed in front of pharmacies and convenience stores in crowded residential areas in the center of District 1

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