Basic markerting downy’s marketing plan report

The Downy baby softener product line is designed to provide superior fabric care while prioritizing the comfort of babies, giving parents peace of mind.. By implementing the marketing g

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

BASIC MARKERTING

DOWNY’S MARKETING PLAN REPORT

LECTURER: HUYNH BAO THACH

+ t *

A

Nguyễn Lộc Hoài Thuong | 21DH482644

Mai Lâm Thảo Vy 21DH485516

Nguyễn Kiéu Héng Ngoc | 21DH485054

Văn Thị Kim Hồng 21DH122433

HCMC, 11/2023

Chapter 2: Mission Statement

Chapter 7: Buyer Personas

7.1 Buyer profile that Downy targets

9.5 Improve product quality

10.2 Pricing strategies

10.2.1 Pricing strategy when first introducing the Downy baby product

11.3 TikTok 22

11.3.2 Disadvantages when using TikTok to promote products, typically 24 11.3.3 EsfimafedÌ COSí Go 0 họ lon cm mm 0m 24

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Table of Figures

Figure 1 Downy fabric softener packaging sizes for sensifive skin 19

While implementing the marketing plan report, we learned a lot of knowledge and

collected more useful information Although it only lasts 10 weeks, this is a good opportunity to help us reach out and become real marketers We would like to sincerely thank lecturer Huynh Bao Thach once again for creating favorable conditions for us to

complete this report

Finally, | would like to thank the team members for providing the necessary resources

and support to complete this report Their commitment to this project was evident

throughout the process

Thank you to everyone who played a role in this effort Your contribution is greatly appreciated

Executive Summary

The executive summary presents a comprehensive marketing plan for P&G's Downy Baby Softener product line P&G 1s a top global consumer goods company that always aims to meet the changing needs of parents by offering safe, innovative, and high-quality

products for their children The Downy baby softener product line is designed to provide superior fabric care while prioritizing the comfort of babies, giving parents peace of

mind

The market for baby care is growing quickly, as consumers become more aware of the

importance of using gentle and safe products for their infants P&G recognizes this trend

and seeks to capitalize on it by mtroducing the Downy Baby Softener product line By

implementing the marketing goals of increasing product sales, increasing the number of

new customers, and increasing awareness effectively P&G can establish a dominant presence in this market and make Downy a preferred brand in the field of baby fabric

care

P&G's Downy fabric softener line for children was developed with a product strategy aimed at meeting the needs and preferences of stay-at-home mothers, especially mothers

looking for gentle, comfortable washing products for their children P&G highlights the

unique features and benefits of Downy children's products, such as hypoallergenic formulas and long-lasting fragrance, that differentiate its products from competitors

To raise awareness and drive testing, P&G uses a multi-channel marketing approach Use digital platforms, social media, and parenting forums to engage your target audience In particular, TikTok is a potential platform to promote products and have a competitive advantage in the domestic market, especially to increase the number of products sold on

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the market, increase the number of new customers as well and increase brand recognition Collaboration with influencers such as KOLs, and KOCs in the field of parenting and

healthcare experts will also build credibility and trust with stay-at-home mothers P&G's Downy fabric softener line for children was developed with a product strategy aimed at meeting the needs and preferences of parents, especially mothers looking for

gentle, comfortable washing products for their children P&G highlights the unique

features and benefits of Downy children's products, such as hypoallergenic formulas and

long-lasting fragrance, that differentiate its products from competitors

To raise awareness and promote trials, P&G uses a multi-channel marketing approach

Use digital platforms, social media, and parenting forums to engage your target audience

Collaborations with parenting influencers and healthcare professionals will also be leveraged to build credibility and trust with parents

In terms of distribution, the Downy Baby Softener line has been widely distributed both 1n traditional retailers and e-commerce P&G works with strategic partners to ensure full

shelf presence and outstanding online visibility

P&G's pricing strategy is competitive The optimal pricing for Downy baby fabric

softener is penetration pricing and bundling pricing P&G believes that by providing quality products at affordable prices, they can build trust and loyalty with their target

customers

In short, P&G's Downy fabric softener product line for babies has great potential to

become the market leader in fabric softener for children Effectively implementing

marketing goals includes increasing the number of products sold, increasing the number

of new customers, and increasing brand recognition P&G will gain significant market

share and drive growth for Downy's children's product line

Chapter 1: Company Profile

1.1 Introduction company

¢ Company name: Procter & Gamble (P&G)

¢ Headquarters (city, state, country): Cincinnati, Ohio, United States

® Year founded: 1837

¢ Number of employees: 99,000+

e Annual revenue (estimate): $76.1 billion (2022)

® Link to website: - Company: https://vn.pg.com/

- Product: https://downy.com/en-us 1.2 Purpose and scope of the report

With an increasingly competitive fabric softener market, building a marketing strategy

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for fabric softener products is extremely important The research goal of this report is that

we will build a comprehensive marketing plan for Downy products for busy housewives and people with sensitive skin (both adults and children) The research scope of this article is our research in the Vietnamese market itself

Chapter 2: Mission Statement

"The Downy fragrance brings new inspiration every day for you and the whole family” Busy families with young children are always served by Downy, especially mothers Downy is constantly working to give families with the best fabric softeners possible, ones

that not only offer exceptional softness but also prevent static cling, maintain a long-

lasting, aroma, safeguard clothes, and soothe young children's skin With just one rinse, gives them a lovely smell In contrast to its rivals, Downy will set itself apart with a cutting-edge formula that prolongs aroma retention for up to 7 days, individualized fragrance selections, and hypoallergenic variations

Chapter 3: SWOT Analysis

- Brand reputation: In the laundry care

sector, Downy is a well-known and

reputable brand that is renowned for its

premium fabric softeners and enduring

fragrance

- Product quality: Due to its mnovative

formulae, which deliver exceptional

results and safeguard fabrics, Downy

offers superior softness and freshness,

successfully researched on scent transfer

in the collection, the perfume helps bring out a

seductive scent after every gentle touch

on clothes with diverse designs and a full

of

range capacities, volumes, and

- Price: Product prices mainly target

urban environments and mid-range

customer segments (Most fabric softener products cost 100,000 VND or more If

its below, the capacity will be quite

small.)(BachHoaXanh, 2023)

- Dependency on External Factors: The

success of Downy is dependent on

like

income,

customer buying patterns (The average income per person in 2022 at current prices will reach 4.67 million VND, an

of 11.1

compared to 2021 The average monthly

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packaging for customers to choose from

to suit their consumer need(Downy,

2023)

- Innovation: In order to introduce new

and improved products and maintain a

technological edge over rivals in terms of

development conditioners are

increasingly being improved to help

soothe your baby's skin Softens fabrics

and preserves long-lasting fragrance on

clothes With WrinkleGuard technology,

clothes are less wrinkled after washing

and easily brightened with the dryer)

(Downy, 2023)

- Wide Product Range: Fabric softeners

from Downy come in a variety of scents,

hypoallergenic varieties, and tailored

versions for different types of materials

Downy 1s popular, widely distributed, can

be easily found in all grocery stores,

convenience stores, markets (According

to a survey in Vietnam, there are 10 most

popular types of Downy fabric softener

sold in almost every place such as

markets, supermarkets, Bach Hoa Xanh,

e-commerce platforms, )(Downy, 2023)

- Advertising: Promoted very strongly on

television, newspapers, mass media and

has discount programs, sponsorship of

contests, free trial samples,

spending per capita will be approximately 2.8 million VND, down 3 3 percentage

- Intense Competition: The fabric softener

market is fiercely competitive, with many

distinct brands providing products at

various price points Vietnamese people

today have the tendency of "Vietnamese

people use Vietnamese products", so

there will be many Vietnamese fabric

softener brands that compete directly with

Downy (number and market share of

discussions about brands on social media:

Downy:7%, Comfort:22%;

brands: 71%)(Buzzmetrics, 2023)

and other

- Changing Consumer Preferences:

Downy must adapt and develop to keep

up with shifting consumer expectations

because trends and tastes can change

quickly (The publicity of the two product

lines focuses on the two elements of

perfume and baby

perfume series: 6,750; Downey baby soft

drinks: 4,630) (Buzzmetrics, 2023),

safety: Downy

- Economic: Consumer expenditure on

non-essential items, such as_ fabric

softeners, can be impacted by economic

downturns or variations in disposable

income (In 2022, the average spending

be approximately 2.8 million VND, down

per capita per month will

3.3 percentage points compared to 2020

It can be seen that under the impact of the

Covid-19 epidemic, households tend to

- Advertising: Advertise products campaigns with the participation of

leading KOLs Increase advertising on

social media sites like Facebook, Tik

Tok, and others, along with encouraging

messaging, to win over customers

and

- Sustainability Eco-Friendly Practices: Products that are environmentally friendly are in more demand By highlighting its eco-friendly packaging options and _— sustainable business methods, Downy may profit from this trend

- Expansion into New Markets: Downy

can investigate new markets and areas

where the brand is underrepresented in

order to take advantage of growth and market share expansion potential

tighten spending , especially households

living in urban areas.) (Vietnam, 2021)

Chapter 4: Marketing Goals and Objectives

We arrange the marketing goals in order according to the timeline: Accomplish the next objective 1, then 2, 3

Estimated time to implement this goal: From 3-4 years (Starting from 2020 — 2022)

Marketing Goal: Increase product sales (1st year: increase 10%, 2nd year: increase 10%, 3rd year: increase 15%) - (3 years)

@ Objective #1: Increase the number of new customers by 20% within the first year

@ Objective #2: Increase customer return rate by 15% within 2 years (after

implementing objective 1)

@ Objective #3: Increase brand awareness by 20% (performed throughout the process)

Chapter 5: Market Segmentation

Vietnam's population is getting younger The population of working age is growing quickly, which might be very advantageous to business Of the 1,000 Vietnamese participants, 41% reported using social media platforms frequently for news, while 7% stated they only use them once a day (Saigoneer, 2018) The study also found that social media is a common source of purchasing for younger and wealthier individuals Procter

& Gamble likewise targets this category of metropolitan consumers in an effort to

achieve high efficiency

Specific Customer Problems or Issues Solved

The product or service offered by Downy, a brand owned by Procter & Gamble (P&G), is fabric softener (© 2023 Procter & Gamble, 2023) The primary customer problem or issue that Downy solves is providing softness, freshness, and long-lasting fragrance to clothes Fabric softeners like Downy help to reduce static cling, make ironing easier, and enhance

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the overall comfort and feel of garments This addresses the concerns of customers who want their clothes to be soft, fresh-smelling, and pleasant to wear (Downy.com, 2023)

Downy, a product of Procter & Gamble (P&G), is a well-known fabric softener brand that targets a wide range of potential customers Let's analyze the segments and explore

which products are suitable for each segment:

Families with children: This segment includes households with children who require

soft and gentle fabrics Downy offers products like Downy Ultra Free & Gentle, Downy Baby Sensetive which are hypoallergenic and suitable for sensitive skin, ensuring the comfort and safety of children

Young professionals: This segment consists of working individuals who value

convenience and want their clothes to look and feel fresh throughout the day Downy

offers products like Downy Wrinkle Guard, which reduces wrinkles and helps maintain a professional appearance, making it suitable for individuals with a busy lifestyle

Fashion enthusiasts: This segment comprises individuals who are passionate about fashion and take pride in their clothing Downy offers products like Downy Infusions, which provide long-lasting fragrance and enhance the softness of fabrics, catering to the desire for a luxurious and indulgent laundry experience

Outdoor enthusiasts: This segment includes people who are actively engaged in outdoor activities and require their clothing to withstand rugged conditions Downy offers

products like Downy Sport, specially formulated to remove odors and keep sportswear fresh and comfortable, making it suitable for individuals involved in sports or outdoor

adventures

Eco-conscious consumers: This segment consists of environmentally conscious individuals who prioritize sustainable products Downy offers products like Downy Nature Blends, which are made with plant-based ingredients and environmentally

friendly packaging, appealing to consumers seeking eco-friendly options

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Seniors: This segment includes older adults who appreciate products that provide extra care for their clothing Downy offers products like Downy Fabric Conditioner, which

helps reduce static, soften fabrics, and make clothes easier to iron, meeting the specific

With the growing youth population, we see that the potential segment that can develop in

the future is “Families with children” for the following reasons:

Depending on the goals and tactics of the business, the Downy for Baby marketing plan

may concentrate on one or more of these market niches Nonetheless, the psychographic

group of parents who are emotionally invested, environmentally sensitive, and health- conscious may present development and financial opportunity for the company This market niche may be appealing due to:

¢ Due to the fast urbanization of Vietnam, many households live in small apartments

or even restricted spaces As a result, household wives encounter specific

challenges when doing laundry: drying clothing indoors or on a balcony or narrow

street may cause the fabric to absorb smells from the surrounding area and causes skin irritation in children (WARC, 2018) The product "Downy for Baby" shows that Downy has fully recognized this problem of its target customers and solved it directly

e Size and Potential: Families with children represent a substantial consumer group According to the Vietnam Census Bureau, there are about 24,776,733 children in the population (accounting for 25.75% of the total population) according to the announcement date of December 19, 2019 (Cuc Tré em, 2020) According to estimates, in 2023, there will be 3,887 children born on average every day (Dan sé

Viét Nam, 2023) Targeting this segment allows Downy to reach a large customer base with constant laundry needs

® Households across the country are experiencing relatively low unemployment rates through to 2040 It has a large and growing size as more parents are becoming aware of the importance of natural and organic products for their babies' health and safety This guarantees stable income growth and buy power of this major target segment Women are the main forces that take care of the family affair in this Southeast Asian country They often use fabric conditioners to maintain the softness of the clothes, enhance skin-health, and prevent odor in order

to increase the confidence of their family's members

® It has a high compatibility with the company's mission and vision as Downy is

committed to providing superior products that can enhance the lives of consumers

and their families (Downy Market Research, 2014)

Chapter 6: Target Market

The target market for Downy's fabric softener products is families with children, specifically mothers This target market is selected based on the following demographic, psychographic, and behavioral characteristics:

- Family Size: Families with children tend to have larger household sizes, including

parents and one or more children

- Income: The target market encompasses a range of income levels, from middle-

income to higher-income households, as fabric softeners are used across different

socioeconomic groups

Psychographics:

- Lifestyle: The target market consists of families with busy lifestyles, where mothers

often juggle multiple responsibilities, including managing household chores and caring

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for their children They appreciate products that can simplify their laundry routines and provide added comfort to their family's clothes

- Values: Mothers within the target market prioritize the well-being and comfort of their children They seek products that offer gentle care, hypoallergenic properties, and maintain the quality of their children's clothing

Behavior:

- Purchase Occasion: The target market regularly purchases fabric softeners as part of their routine laundry needs They may buy fabric softeners alongside other laundry products or during dedicated shopping trips

- Benefits Sought: The target market seeks fabric softeners that provide softness, long-

lasting fragrance, and freshness to their family's clothes They value products that reduce

static cling, make ironing easier, and enhance the overall comfort of garments

- Usage Frequency: Families with children have higher laundry frequency due to the constant need to clean and refresh their clothes As a result, they tend to use fabric softeners more frequently, leading to repeated purchases

The selection of families with children, specifically mothers, as the target market for Downy's fabric softeners is justified by the following reasons: (The figures have been discussed in chapter 5: Market Segmentation)

Market Need: Families with children have specific laundry needs, including stain removal, odor elimination, and garment care Downy's fabric softeners address these needs by providing softness, freshness, and enhanced garment comfort, making them an ideal solution for this target market

Market Size: Families with children represent a significant consumer group, offering a large potential customer base for Downy The demand for fabric softeners remains

consistent within this segment due to the ongoing laundry requirements resulting from

having children

Decision-Making Influence: Mothers play a pivotal role in household purchase

decisions, including laundry products They are typically responsible for selecting and

purchasing fabric softeners, making them the primary target within the target market By catering to mothers’ preferences and concerns, Downy can effectively influence purchase decisions and build brand loyalty

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Customer Lifetime Value: Establishing a connection with families during their child-

rearing years can lead to long-term brand loyalty As children grow older, they may continue using Downy products, ensuring a sustained customer base and potential for increased lifetime value

Chapter 7: Buyer Personas

7.1 Buyer profile that Downy targets

Housewife: Downy may be aimed at mothers with many children and housework These people may want laundry products that are quick and easy to use so they can get clean clothes with little effort and free up time to spend with their children Besides, their main concern is their children's sensitive skin, which is easily allergic to chemicals, so they can only use products containing benign ingredients Therefore, these customers appreciate fabric softeners that are dermatologist-tested and contain no harmful chemicals or irritants (Downy.com)

7.2 Example buyer personas

7.2.1 Name: Loan Nguyen

fresh, providing comfort and a pleasant scent

- Personality Traits: Nurturing, organized, family-oriented

- Hobbies: Cooking, interior design, child development, homemaking

- Number of children: 1-3

Specific characteristics:

-Concerned about their child's health and well-being

-Wants to use products that are gentle and safe for their baby's skin

-Appreciates convenience and time-saving solutions

Challenge:

-Balance work and family life

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-Take time to take care of yourself

-Make sure their children have everything they need

-Choose products that are safe and good for your child's health

Opportunity:

-Spend quality time with their children

-Create lasting memories

-Watch your child grow and learn

7.2.2 Imagine their day

6:00 a.m.: Wake up to the sound of your baby crying Get them dressed and fed, then

prepare lunches and snacks for them to take to daycare

7:30 a.m.: Take your child to daycare and stop by the supermarket to buy ingredients for the day

8:30 a.m.: Come home, clean up, and do the children's laundry

9:00 a.m.: Meet with a client and discuss a new project

Noon: Lunch break You're tired and hungry but you also have to make sure you have

enough time to clean the house

1:00 p.m.: Back to work You are feeling overwhelmed and stressed You're trying to juggle work responsibilities with parenting responsibilities, and you're not sure how you're going to get through the day

5:00 p.m.: Finish work and pick up the child from daycare You're both tired and hungry,

but you're also excited to spend time together

6:00 p.m.: Cook dinner and help your child with homework

7:00 p.m.: Bathe your child, change him into a fragrant outfit, and put him to bed

9:00 pm.: Finally have some time to myself You're exhausted but you're also grateful for the chance to relax

The workload of a housewife 1s very large She is always busy with housework, including picking up and dropping off her children She faces the challenge of balancing work,

childcare time, and self-care Calculate daily and monthly expenses approprlately,

making sure to provide your children with everything they need Therefore, choosing a

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fabric softener that 1s convenient, fast, and time-saving 1s necessary Besides, she puts her child's safety first, so she always carefully chooses benign products for her As a mother, she always wants to be by her children's side, spend precious time with them, and create unforgettable memories with them Therefore, a gentle fabric softener that avoids skin Irritation and saves a lot of time and energy 1s the most optimal product she chooses to buy

Chapter 8: Positioning

8.1 Positioning map

The primary factors influencing consumers' decisions on liquid fabric softener products are cost, scent, reputation, and skin safety Four elements are displayed in the two positioning maps below: Downy's price, scent, reputation, and skin safety in comparison

Positioning map | Positioning map 2

Positioning map 1: When purchasing fabric conditioners, consumers always take the cost

and duration of the scent mto account They need to consider whether the product's quality is decent and whether the pricing 1s appropriate for it

° Price: Image 1 shows a comparison between price and odor retention While

Hygiene has the highest price (about 208,000 VND/2.2 liters), Downy has a cheaper

imitation with slightly better scent retention On the other hand, Lix is the cheapest on the map With only 150,000 VND we can buy a 3.5 liter product - twice as cheap than other products (BachHoaXanh, 2023)

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incorporated "fragrance transfer technology” into Downy perfume This exactly solves

the odor problem raised by the customer (Downy) Comfort, on the other hand, uses ingredients from French perfumes to keep our clothes smelling fresh all day, although some customers say the scent fades easily (Unilever) Downy goes head-to-head with Comfort Other brands, Lix and Hygiene, still do not offer anything particularly outstanding, possibly because the ingredients are so common that it is difficult to attract and convince consumers

Positioning map 2: In the second positioning map, there are two attributes: well-known and skin safety First, customers often trust products from famous brands more than

products from less famous brands Second, fabric softener for children is a product aimed

at women who are meticulous in choosing fabric softener that is safe for their children's skin

° Well-known: In Vietnam, the two most popular liquid fabric softeners are Comfort and Downy These two are large multinational companies that have established a solid

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