ĐO LƯỜNG HIỆU QUẢ MARKETING THỊ TRƯỜNG KEM ĐÁNH RĂNG

MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING ™&˜ SUBJECT REPORT: MARKETING ANALYSIS SUBJECT CODE: 2011702044602 ESTIMATE THE EFFICIENCY OF MARKETING ACTIVITIES IN THE TOOTHPASTE MARKET HO CHI MINH CITY, 2020 MINISTRY OF FINANCE UNIVERSITY OF FINANCE - MARKETING FACULTY OF MARKETING ™&˜ SUBJECT REPORT - MARKETING ANALYSIS SUBJECT CODE: 2011702044602 ESTIMATE THE EFFICIENCY OF MARKETING ACTIVITIES IN THE TOOTHPASTE MARKET Professor: MBA Trần Nhật Minh Class: CLC_17DMA2 Group members: Nguyễn Ngọc Thùy Linh Trịnh Quốc Bảo Đỗ Thanh Ngân Ngô Hải Hà Phạm Quang Thụy Đặng Minh Hiền Nguyễn Thảo Hường HO CHI MINH CITY, 2020 CONTENTS CONTENTS i GROUP DISTRIBUTION ii Overall data Main analysis 2.1 Distribution 2.2 Behavior 2.3 Penetration 2.4 Market share, Relative market share, Price premium 10 2.5 Category Developing Index, Brand Developing Index, Heavy Usage Index 12 Projection 14 i GROUP DISTRIBUTION MEMBERS TASKS Survey Caculation Trịnh Quốc Bảo retailers 20 customers 14% Ngô Hải Hà retailers 20 customers 14% Đặng Minh Hiền retailers 20 customers 14% Nguyễn Thảo Hường retailers 20 customers 14% Nguyễn Ngọc Thùy Linh retailers 20 customers 14% Đỗ Thanh Ngân retailers 20 customers 14% Phạm Quang Thụy retailers 20 customers 14% Analysis Penetration Market share Relative market share Penetration Market share Relative market share Penetration Market share Relative market share AAU Projection of sales Distribution AAU Distribution Price premium of Colgate Overall data Projection of sales Distribution Overall data Distribution Price premium of Crest ii Price premium of Sensodyne HUI Price premium of PS HUI Price premium of Sensodyne CDI Price premium of Close Up CDI BDI Projection of sales Price premium of Aquafresh BDI BDI Projection of sales Overall data Surveyed Sample Results from customers' survey 661 Sum Brands PS Colgate Close Up Sensodyne Aquafresh Crest Others Awareness 659 658 626 559 266 186 Knowledge 459 272 477 410 77 51 Prefered/ Likeability 269 169 323 273 50 46 321 267 215 152 44 38 Definitely 200 179 138 113 39 32 Probably 235 239 266 178 97 66 Maybe 140 139 146 183 177 42 Probably not 51 48 54 103 174 208 Definitely not 35 56 57 84 174 203 Current brand purchased 208 145 95 77 30 17 10 Purchase frequency (monthly) 1,20 1,16 1,23 1,14 1,05 1,04 1,02 Volume per perchase (unit) 1,42 1,31 1,31 1,57 1,73 1,88 1,25 Customer Satisfation 104 80 61 50 16 13 50% 55,17% 64,21% 64,94% 53,33% 76,47% 90% 29.159 37.703 34.822 60.409 53.013 138.471 55.806 Have purchased Purchase intention (Results from non-customers) 582 Volume per trial purchase Satisfaction Weighted average price per unit (VND) Distribution PS Numeric Distribution ACV PCV CPR Colgate 93,99% 97,42% 97,70% 100,29% Summarised (%) Top of Mind Close Up Sensodyne 91,85% 96,92% 95,96% 99,01% 72,96% 94,22% 89,13% 94,60% 95,28% 98,22% 96,22% 97,97% Aquafresh 44,64% 82,36% 68,05% 88,63% Crest 7,30% 3,63% 5,12% 140,89% Brands PS Colgate Close Up Sensodyne Aquafresh Crest Thái Dương Doreen Dr White 51,74% 27,84% 10,89% 5,75% 1,82% 0,91% 0,30% 0% 0% Awareness Awareness 99,70% 99,55% 94,70% 84,57% 40,24% 28,14% 36,91% 10,59% 28,29% Knowledge 69,65% 41,34% 76,20% 73,35% 28,95% 27,42% 33,61% 4,29% 32,09% Preffered/ Likeability 58,61% 62,13% 67,71% 66,59% 64,94% 90,20% 54,88% 100% 0% Bought (good rate) 60,54% 67,42% 54,38% 55% 45,00% 54,55% 30% 50% Not yet (good rate) 39,46% 32,58% 45,63% 45% 55,00% 45,45% 70% 50% Good rate 54,65% 52,66% 49,54% 51,28% 40,00% 47,83% 22,22% 66,67% Trial 81,03% 82,76% 2,74% 66,67% 54,55% 40,00% 57,14% 100% Repeat 97,75% 100% 91,95% 93,51% 88,89% 83,33% 100% 100% Total 91,16% 94,38% 51,25% 81,43% 70,00% 63,64% 70% 100% Trial 2,58% 6,36% 4,98% 10,82% 2,06% 2,92% 2,75% 0,52% 0,86% Repeat 52,58% 41,07% 31,96% 24,23% 6,70% 5,84% 1,03% 0,34% 0,17% Promoters 20,33% 21,94% 27,42% 32,86% 38,46% 36,36% 50% 0% 0% Passives 44,59% 46,41% 44,09% 45% 35,90% 30,30% 33,33% 100% 100% Detractors 35,08% 31,65% 28,49% 22,14% 25,64% 33,33% 16,67% 0% 0% -14,75% -9,70% -1,08% 10,71% 12,82% 3,03% 33,33% 0% 0% Perceived Attitudes Purchase Intention Buying behavior Usage Recommend NPS Penetration Market PS Colgate Close Up Sensodyne Aquafresh Crest Others 88,05% Brand 48,56% 40,39% 32,53% 23,15% 6,66% 5,75% 5,60% Penetration share 55,15% 45,88% 36,94% 26,29% 7,56% 6,53% 6,36% Market share PS Colgate Close Up Sensodyne Aquafresh Crest Others Unit 36,69% 22,81% 15,84% 14,26% 5,64% 3,44% 1,32% Revenue 25,52% 20,51% 13,16% 20,56% 7,13% 11,36% 1,76% Relative market share PS Colgate Close Up Sensodyne Aquafresh Crest Others Unit 160,86% 62,17% 69,47% 62,55% 24,73% 15,08% 5,79% Revenue 124,40% 80,38% 64,16% 100,21% 34,77% 55,40% 8,56% Price premium PS Compared to Colgate 77,34% 100% 92,36% 160,22% 69,56% 89,94% 83,07% 144,10% Compared to the market 41.920 Colgate Close Up Sensodyne Aquafresh Crest Others 140,61% 367,27% 148,01% 126,46% 330,32% 133,12% Main analysis Surveyed Sample Results from customers' survey 661 Sum Awareness Knowledge Prefered/ Likeability Have purchased Definitely Probably Maybe Probably not Definitely not Volume per trial purchase Purchase intention (Results from non-customers) Current brand purchased Purchase frequency (monthly) Volume per perchase (unit) Customer Satisfation Satisfaction Weighted average price per unit (VND) 582 Brands PS Colgate Close Up Sensodyne Aquafresh Crest Others 659 459 269 658 272 169 626 477 323 559 410 273 266 77 50 186 51 46 321 267 215 152 44 38 200 235 140 51 35 179 239 139 48 56 138 266 146 54 57 113 178 183 103 84 39 97 177 174 174 32 66 42 208 203 208 1,20 1,42 104 50% 145 1,16 1,31 80 55,17% 95 1,23 1,31 61 64,21% 77 1,14 1,57 50 64,94% 30 1,05 1,73 16 53,33% 17 1,04 1,88 13 76,47% 10 1,02 1,25 90% 29.159 37.703 34.822 60.409 53.013 138.471 55.806 To summarize the Overall Data, we move to the first part of the Table: • Top of mind: According to the survey, PS is the brand which is on top of consumers' minds with 51,74% of participants popping up the brand name while they are being asked The second one is Colgate with 27,84% which is almost less than half compared to the first brand Moreover, Close Up is 10,89% and Sensodyne is 5,75% • Awareness: PS is the brand which is known best, with 99,70% while Colgate and Close Up are 99,55% and 94,70% respectively The fourth place is Sensodyne with 84,57% of awareness and the others go with less than 40% of awareness • Knowledge: There is 69,65% who have the awareness of PS exactly know the brand It is even worse for Colgate when only 41,34% people remember Colgate’s positioning However, at Close Up and Sensodyne, there are 76,20% and 73,35% people know the slogan respectively The others have the knowledge ratio below 34% • Prefer/ Likeability: PS has the least likeability ratio with 58,61% people who understand the positioning like the brand Thus, Close Up has the highest ratio for this index with 67,71% while Sensodyne and Colgate are slightly less with 66,59% and 62,13% respectively • About the purchase intention of PS, there are 30,26% of participants who answer “Definitely buy”, 35,55% said “Probably buy”, 21,18% is puzzled to make a decision, 7,72% think they may not buy” and 5,3% said “Definitely no” • About the purchase intention of Colgate, there are 27,08% of participants who answer “Definitely buy”, 36,16% said “Probably buy”, 21,03 % is puzzled to make a decision, 7,26% think they may not buy” and 8,47% said “Definitely no” • About the purchase intention of Close Up, there are 20,88% of participants who answer “Definitely buy”, 40,24% said “Probably buy”, 22,09% is puzzled to make a decision, 8,17% think they may not buy” and 8,62% said “Definitely no” • About the purchase intention of Sensodyne, there are 17,10% of participants who answer “Definitely buy”, 26,93% said “Probably buy”, 27,69% is puzzled to make a decision, 15,58% think they may not buy” and 12,71% said “Definitely no” • About the Customer Satisfaction, Sensodyne has fulfilled consumers the most with 64,94% of consumers who buy the brand satisfy about the function Following up are Close Up and Colgate with 64,21% and 55,17 respectively The brand which has the least percentage is PS with only 50% of consumers feeling satisfied 2.1 Distribution Distribution Numeric Distribution ACV PCV CPR PS 93,99% 97,42% 97,70% 100,29% Colgate 95,28% 98,22% 96,22% 97,97% Close Up Sensodyne 91,85% 96,92% 95,96% 99,01% 72,96% 94,22% 89,13% 94,60% Aquafresh 44,64% 82,36% 68,05% 88,63% Crest 7,30% 3,63% 5,12% 140,89% According to Numeric Distribution data of the Colgate, 95,28% of retailers are selling the Colgate Colgate ranked first in coverage, 1,29% greater than the PS with second (93,99%) coverage ⇒ The Colgate is more widely distributed than other brands According to ACV data of the Colgate, the total size of retailers are selling the Colgate amount to 98,22% of the entire retail market that is distributing the Colgate Colgate ranked first in total size of retailers selling Colgate, 0,8% higher than PS ⇒ Consumer spending budget is concentrated in stores selling Colgate According to Colgate PCV data, the total size of the category of retailers selling the Colgate amount to 96,22% of the entire toothpaste category However, there was 1,48% lower than the category size of retailers that sold the PS and higher than the retailers that sold Close Up, Sensodyne, Aquafresh and Crest ⇒ Consumer budgets for toothpaste are concentrated in stores selling Colgate According to Colgate Category Performance Ratio data, we see ACV> CPR and PCV unit sold, they get an amount of money which is smaller than they should be in the market Sensodyne, Aquafresh, Crest and other brands have the percentage of unit market share lower than the percentage of revenue market share => unit sold, they get an amount of money which is higher than they should be in the market 10 According to Relative market share table given: The brand that are choosing to analyze is Colgate • Unit market share of PS = 160,86% unit market share of Colgate • Unit market share of Colgate = 62,17% unit market share of PS (the biggest competitor) • Unit market share of Close Up = 69,47% unit market share of Colgate • Unit market share of Sensodyne = 62,55% unit market share of Colgate • Unit market share of Aquafresh = 24,73% unit market share of Colgate • Unit market share of Crest = 15,08% unit market share of Colgate • Unit market share of other brands = 5,79% unit market share of Colgate According to Price premium table given: The brand that are choosing to analyze is Colgate • The weighted average price of Colgate higher than PS 22,66% • The weighted average price of Colgate higher than CloseUp 7,46% • The weighted average price of Colgate lower than Sensodyne 60,22% • The weighted average price of Colgate lower than Aquafresh 40,61% • The weighted average price of Colgate lower than Crest 267,27% => The population still accepts Crest's price even though its price is much higher than Colgate However, Crest was not in the same segment as Colgate so we decided Crest was not a potential competitor 11 2.5 Category Developing Index, Brand Developing Index, Heavy Usage Index CDI Income 30mil 1,25 1,05 1,11 1,07 1,5 1,5 1,68 1,05 0,88 1,05 1,19 Group 30mil) households is higher the power purchasing in the toothpaste category This is the group with the highest the power purchasing in the toothpaste category All in all, this is the basis for advertising budget allocation decisions that can be taken to maximize product portfolio profits 12 Colgate Brands Sales to Group Households in Group Total Brand Sales Total Households Frequency Intensity BDI 30mil 22,25 12 1,03 1,81 1,03 In the low-income (