MARKETING PLAN PROJECT túi viên giặt tiện lợi OMO công nghệ anh quốc

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING MARKETING PLAN PROJECT Túi viên giặt tiện lợi OMO công nghệ Anh Quốc Major: MARKETING Specialized: MARKETING MANAGEMENT Lecturer: Mrs Ngô Minh Trang Students - ID: Nguyễn Minh Quân - 1921005621 Nguyễn Ngọc Văn Anh - 1921005356 Nguyễn Thị Mỹ Ngọc - 1921005559 TP.Hồ Chí Minh, 2021 COMMENTS OF LECTURERS Score in numbers Lecturer’s Sign ( Score in letters ) (Lecturer’s Fullname) i Contents Executive summary .1 Introduction: 2.1 Unilever Corporation 2.2 Unilever's mission is like OMO 2.3 strategic objectives .2 SWOT & Macro-Environment Analysis .2 3.1 The company’s strengths, weaknesses, opportunities & threats 3.1.1Strengths 3.1.2 Weaknesses 3.1.3 Opportunities 3.1.4 Threats 3.2 Market situation of OMO convenient laundry tablets in Vietnam .4 3.3 SWOT analysis for convenient laundry bags OMO 3.4 Overview of the macro environment in Vietnam: 3.4.1 Demographic environment: 3.4.2 Economic environment: .7 3.4.3 Natural environment: 3.4.4 Science and technology environment: 3.4.5 Political and legal environment: 3.4.6 Socio-cultural environment: Segmentation & positioning strategy 4.1 Define how the brand positions itself 4.1.1 OMO's target customers: ii 4.1.2 Behavioral characteristics of these consumers: 4.1.3 Mission: 4.1.4 Value: 4.1.5 Things that make OMO different: 4.2 Identify competitors 10 4.2.1 Identify direct competitors: 10 4.2.2 Assess consumer perception of competitors: 10 4.3 Understanding competitor brand positioning 10 4.3.1 Products and services that competitors are offering: 10 4.3.2 Tide's Weaknesses and Strengths .10 4.4 Building highlights for OMO laundry tablets: 11 4.5 Build a positioning statement: 11 Marketing Mix Strategies 11 5.1 Product strategy 11 5.2 Pricing Strategy 12 5.3 Place strategy 12 5.4 Promotion strategy 13 5.4.1 Advertisement 13 5.4.2 Promotion 13 5.4.3 Personal sales .13 5.4.4 Public Relations 14 5.4.5 Direct Marketing 14 Action plan 15 Financials 16 iii 7.1 Break - even analysis .16 7.2 Sale forecast .17 7.3 Expense budget 17 Conclusion 17 iv Executive summary Target customers of OMO as well as our team is the majority of who are women, mothers, people who have families, or who want to take care of clothes cleaning products have average income to high icome for new product lines Currently, the OMO brand is focusing on developing and launching a new product, which is OMO Convenient Laundry Detergent with two types of deodorant and colorfast, in each product which is including zip bag with a volume of 442g including 17 tablets, has been selling on the market OMO is cooperating with many partners such as social media( Facebook, Youtube, ) In terms of brand sales, they are combining with Shopee, Lazada, In order to create an innovation for OMO The OMO brand has a great reputation in communicating environmental protection, and this is a differentiation to competitors OMO has launched many campaigns that based on environmental protection, contributing to creating a green world and therefore effecting customers to choose and trust OMO In this day and age, many competitors such as Tide, Surf, have had many breakthroughs and the main rival Tide- a heavy competitor of OMO, has also launched a similar product which is laundry tablets- Tide Pods That will make the target customers of OMO may fluctuate Consequently, our team has proposed a Marketing plan project in order to analyze and improve products to be able to stand firmly to the market and generate revenue Introduction: 2.1 Unilever Corporation Unilever is a multinational company, founded by UK and the Netherlands Unilever is a British and Dutch company specializing in the production of consumer goods such as cosmetics, cleaning chemicals, toothpaste, shampoo, food Unilever has more than 400 brands, among the most famous products can be mentioned OMO, Surf, Lux, Dove, Knorr Comfort, Vaseline, Ponds, P/S, Signal, Close Up, AXE, Rexona, Vim, Cif (Jif), Sunsilk, Sunlight, In Vietnam, Unilever was established in 1995 Since 1995, Unilever has invested about 120 million USD in the joint venture Lever Vietnam based in Hanoi, Elida P/S in Ho Chi Minh City, and Best Food company Also located in Ho Chi Minh City food, ice cream, beverages, distribution nationwide through more than 350 major distributors and more than 150,000 retail stores Cooperating with many domestic factories in manufacturing, processing, supplying production materials and product packaging OMO is a trademark of Unilever Vietnam Co., Ltd under Unilever Group of England and the Netherlands, specializing in the production of consumer goods such as cosmetics, cleaning chemicals, toothpaste, shampoo, food and Officially appeared on the domestic market since 1995 Currently, OMO washing powder is leading the washing powder market in Vietnam and OMO is increasingly positioning its brand firmly in the hearts of consumers 2.2 Unilever's mission also OMO At the time establishing the company, the founders set Unilever's mission as 'To add vitality to life' The meaning is Unilever bring a better life to people through their products Up to now, that mission has become increasingly evident in every Unilever product as all products are directed towards the same purpose, which is to bring health, beauty and comfort to children, people The proof is that Unilever's famous brands are very diverse from washing powder, shampoo, toothpaste to tea such as Omo, Dove, Close-up, Lipton, 2.3 Strategic objectives Unilever's sustainable developed aims at three main global goals by 2020, which are: to double the size of the Group while reducing its environmental impact by half; using 100% raw agricultural materials from sustainable raw materials; helping more than billion people around the world improve hygiene, health and living conditions SWOT & Macro-Environment Analysis 3.1 The company’s strengths, weaknesses, opportunities & threats 3.1.1 Strengths – With the Unilever’s support, OMO has a strong financial foundation – Effective talent attraction policy: The company's concept- “Development through people”, salary and benefits, and focused courses national and international for employees to improve their performance – The research and development of technology of Unilever Vietnam is always focused and adequately invested Modern technology inherited from global Unilever, is transferred quickly and has obvious effect – Relatively affordable price, with high quality – Strong corporate culture environment, knowledgeable staff and a sense of responsibility for the main goal of the company, especially public relations are very focused at the OMO 3.1.2 Weaknesses – Unilever had to cut its budget more or less due to difficulties caused by the Covid-19 pandemic – Key positions in the company are still held by foreigners – There are still technologies that can not apply in Vietnam due to high costs, they must be imported from abroad, which is costly and cannot take full advantage of the abundant and capable labor force in Vietnam – The price of some Unilever products are still quite high, especially in rural areas – As a company of European origin, Unilever's promotion strategy is not quite suitable for Asian culture 3.1.3 Opportunities – The policy of Vietnamese ministries and branches is to unite to build Vietnam's economy according to the trend of industrialization and modernization; in which priority is given to attracting foreign investment, especially from transnational and multinational companies such as Unilever to increase the budget – The domestic market (wholesale, retail, goods circulation…) has developed much more And infrastructure in big cities, especially Ho Chi Minh City, Ha Noi, has been properly invested – Vietnamese politics is considered stable and voted as one of the safest destinations in the Asia-Pacific region in particular, and brings peace of mind to foreign investors – Vietnamese people's intellectual level is relatively high, especially in urban areas Intellectual workers in Vietnam are excellent at technology – so this is also an abundant human resource for the company – Vietnam has a young population structure and widespread extended family model (including grandparents, aunts and uncles, etc.), creating many opportunities for Unilever because this is the company's target customer – Vietnam is located in a relatively favorable position in the region, with a long coastline and many large seaports that are convenient for exporting goods when Unilever begins to focus on exports in the near future – Unilever came to Vietnam when the consumer goods market here was new, there was a lot of “land” for business 3.1.4 Threats – The low economic growth rate of Vietnam shows that the product consumption is high – Finance and credit in Vietnam are not much developed, the stock market is still fragmented In addition, telecommunications, telecommunications, telephone, postal and Internet rates have some of the highest price in the world – Commercial law has disadvantages for foreign investors, especially the tax policy and high tax rates on items considered “luxury products” that Unilever is trading such as lotions, shapoo,… – Population policy – government planning will make in a few decades, the young will age and the old population structure will no longer be an advantage for Unilever (the target customer belongs to the young generation from 18 to 29 years old) – In the context of consumer goods market, supplying is more than demanding, many new companies 'entry' and competition will be very fierce for Unilever company 3.2 Market situation of OMO Convenient Laundry Detergents in Vietnam According to the 2019 Kantar Insight report, the economic growth in 2019 in terms of total retail sales and consumer goods increased fastest and highest (11.6%) compared to other sectors such as: tourism (10.8%) ), industry and construction (9.4%), FDI (8.4%), export turnover (8.2%) In 2020, the 'Home care' category ranked second in the FMCG industry with a sharp increase of 7.1% despite still being in a sensitive economy due to the impact of the Covid-19  The era of high technology is an advantage for businesses to boost output, expand communication, and increase brand recognition 3.4 Overview of the macro environment in Vietnam: 3.4.1 Demographic environment: The current population of Vietnam is 98,167,657 people as of June 30, 2021 according to United Nations data Vietnam's population currently accounts for 1.25% of the total world population Vietnam is ranked 15th in the world population ranking of countries and territories (Source: https://danso.org/viet-nam/) Population growth in Vietnam leads to an increase in demand for goods in general and for necessities in particular, including the OMO laundry product line OMO needs to calculate and consider carefully to come up with marketing activities to attract consumers to help increase market share for the company 3.4.2 Economic environment: Gross domestic product (GDP) in the first quarter of 2021 is estimated to increase by 4.48% over the same period last year and higher than the growth rate of 3.68% in the first quarter of 2020 From the end of January to the beginning of March, due to the extremely complicated development of the Covid-19 pandemic in some localities, causing negative effects on the socio-economic situation of the whole country, based on the result of increasing The first quarter shows the drastic and timely direction and administration of the Government, the Prime Minister and the efforts of all levels and branches; Together with people and businesses to continue effectively implementing the dual goal of 'both disease prevention and economic development' Realized social investment capital in the first quarter of 2021 at current prices is estimated at 507.6 trillion VND, up 6.3% over the same period last year, a positive signal through this increase in mobilization and investment Using investment capital for economic development, in the context of the Covid-19 epidemic has been partly successfully controlled in Vietnam This is also an important driving force in mobilizing and using social investment capital, which will continue to grow strongly in the next quarters of 2021 3.4.3 Natural environment: These are the most urgent environmental issues that need to be prioritized to be solved in Vietnam today: the natural environment is increasingly being destroyed, according to statistics before 1945, forest cover accounted for 43.8% , however now there are just over 28% (below the alarming 30%) Meanwhile, the area of arable land being eroded sharply increased to about 13.4 million hectares Environmental pollution is increasing Many factories discharge industrial waste, domestic waste, and toxic substances from the production process that have not been treated strictly, but put them directly into the environment, leading to ecological pollution, causing many diseases Disability for the people Concentrations of CO2 emissions in big cities and industrial zones exceed the allowable standards by 1.5 to 2.5 times Mining activities, materials, gold, gems officially or freely have been destroying and damaging the ecological environment The population growth of the country is too fast, along with the uneven and unreasonable distribution of the labor force between regions and the nation's resource extraction industries Physical and technical facilities, officials, and laws to deal with environmental issues are still inadequate 3.4.4 Science and technology environment: Investing in science and technology human resources means investing in sustainable development, directly raising the nation's intelligence and strength Priority is to focus all national resources on development Science and technology Our State has the responsibility to invest in and encourage all economic sectors to participate in infrastructure development, synchronously raising the potentials of social sciences and humanities, natural sciences, engineering and technology Actively and actively integrate into the world to update the world's advanced scientific and technological knowledge, attract resources and experts, overseas Vietnamese and foreigners to participate in scientific projects Technology education in Vietnam Science and technology develop and innovate every day, supported by the State, as well as focusing on investment The application of science and technology to the product production process will help Unilever perform effectively and quickly all stages and produce good quality products 3.4.5 Political and legal environment: The Party's lines and orientations have a decisive influence on the domestic and foreign trends and the socio-economic development strategy of each country The impact of the political - legal environment has a macro influence on the business environment of enterprises Vietnam is a country with a stable political background, a favorable legal environment, receiving many benefits With support from the Government, this can be considered as a favorable environment for investors and businesses Unilever needs to thoroughly understand the political-legal environment of Vietnam in order to comply with political and legal principles At the same time, with its political-legal characteristics, Vietnam is a country with peaceful politics and strict laws - a good opportunity for the company to attract the investment of many other businesses 3.4.6 Socio-cultural environment: Vietnamese culture, with the concept of being a national culture, is unified on the basis of multi-cultural ethnic nuances The absorption of different cultures in the world, along with the constant improvement of the quality of life every day have made Vietnamese people modern, dynamic, and always expressing themselves Vietnamese society since the opening and integration period has become more stable, and this is a good environment for investors to business in this market Cultural and social factors have a significant influence on the personality, as well as the concept of customers, thereby greatly affecting the decision to buy products Segmentation & positioning strategy 4.1 Define how the brand positions themselves 4.1.1 OMO's target customers: Based on the basis and demographic criteria (gender, income, occupation, ), OMO divides the market into typical market segments such as the majority of target consumers are women, mothers, people who are interested in clothes cleaning products… whose income from medium to high 4.1.2 Behavioral characteristics of these consumers: – Reason for purchase: Easy to use product, unique product – Benefits sought: Quality (good laundry detergent, fragrance, ); Convenience (easy to use, neat and not messy) – Loyalty level: from fluctuating to loyal 4.1.3 Mission: To OMO, environmental protection is a key mission that always goes along with product development Such as “Check out water and energy saving tips from us to towards developing a sustainable community!” 4.1.4 Value: – Environmental protection – Reaching the needs of customers (washing products, protecting clothes) – Bringing conveniences (The product makes customers comfortable to use, can take it with you to travel in many cases) 4.1.5 Things that make OMO different: – OMO's priority is to protect the environment and people Therefore, the brand is famous for many environmental protection campaigns: In 2020, OMO launched the message 'A green future can become a reality if we it by our own hands, the simple act of taking back the dirt for good So, let's join hands and be a part of OMO's movement to create a Green Shield for our Vietnam.' – Always friendly and dedicated to supporting consumers (Texting on OMO's Fanpage, it seems that there will be no response, but on the contrary, the care and advice is very good.) 4.2 Identify competitors 4.2.1 Identify direct competitors: OMO's strongest competitor at the moment is Tide of P&G Vietnam; in addition, there are many other products such as: Lix washing powder of Lix joint stock company, Sun washing powder of Sun Vietnam company 4.2.2 Assess consumer perception of competitors: Although Tide is the rival of OMO, consumers are still more familiar with OMO than Tide The market landscape witnessed a fierce price war between OMO and Tide in order to quickly dominate the market When the price fell to the floor, they decided to increase the price At this point, consumers are familiar with the Omo brand, so even with a slight increase in price, they are still willing to pay, so Omo protects its market share However, Tide still took away a large number of Omo customers because of some special features Some other products with lower prices also won the sympathy of consumers 4.3 Understanding competitor brand positioning Competitor: Tide 4.3.1 Products and services that competitors are offering: – Tide Pods- Convenient Laundry Pods 4.3.2 Tide's Weaknesses and Strengths  Weakness: - Heavy Competitors - The competition is huge and with giant companies in the world - Similar products or substitutes are available locally at even lower prices This low price strategy sometimes acts as a negative point for the brand - The detergent market is ripe but customers still expect companies to come up with something new In this quest to offer something new, it is sometimes possible to completely exclude players from a mature market like this one  Strength: – P&G's leading brand - Tide with strong backing, P&G always strengthens the brand to build the brand in the minds of customers – P&G's existing sales and distribution network has helped a lot - Over the years, P&G has developed a strong sales and distribution network and Tide is reaping huge benefits from using the same network Grid without the need to invest in additional selling and supply efforts – Clear communication about the benefits of bleaching - All of Tide's ads communicate a bleached recommendation that they have been able to well maintain – Strong brand recall and recognition - Tide has become a household name and needs no introduction They have succeeded in positioning the product in the right segment that has helped Tide maintain a strong brand value in the market 4.4 Building highlights for OMO Convenient Laundry Detergents: – Environmental Protection – Friendly to customers – Produce innovative products suitable for consumers – Price goes hand in hand with quality 4.5 Build a positioning statement: – OMO Positioning Statement: “Dirt is Good”- The Value of Dirty Marketing Mix Strategies 5.1 Product strategy – Size of product collection: OMO convenient laundry product currently which is only type of weight of 442g and types of using with deodorization and color fastness 10 – Trademark of product: the image of the stain and the words 'OMO' symbolizes “ Ngại vết bẩn” (the main message of OMO), to bring to customers the core value as well as the outstanding use of the label – Product features: 3-in-1 formula (cleansing, deodorizing and caring for clothes); saving water; convenience to use; safe for the skin; suitable for machine washing; protect and prolong the life of the washing machine; safe on many fabrics; long lasting scent up to days; environmental protection – Product support services: credit and financial service providers play an important role in helping OMO stand out in the market, such as: expanding markets, reducing prices, supporting its customers – Life cycle: OMO Convenient Laundry Detergents is currently in the first stage of penetration As this is a new product launched around the end of 2020 and early 2021, most of the target customers have not much awaraness of this product, the marketing department will focus on advertising product images and PR in the market After a while, when customers know about the product, OMO will sell at a lower price so that customers feel comfortable buying new products and when it has revenue, then it will continue to develop to new markets – Color: The product has colors, blue and green The green product has the effect of deodorizing and the blue product has the effect of color fastness These two colors are used by businesses because they have colors that are suitable for the environment, fresh and suitable for the OMO’s target customers – Packaging: plastic zip bag with 17 laundry detergent, convenient to buy and use – Product weight: 442g/bag of 17 laundry tablets 5.2 Pricing Strategy 11 In the short term, OMO wants to expand its market share with policies that increase revenue and maximize profits In order to attract customers, the company has offered the most favorable prices to customers with the goal of occupying the market Since entering the market, Omo has applied a promotional pricing strategy The company always creates opportunities to price products lower than the listed price in a short time to stimulate immediate market In particular, this strategy is extended to online stores associated with the company Although, the price difference between the original price and the promotional price is quite small, it is very attractive to customers 5.3 Place strategy The Vietnamese consumer trend today is to get closer to modern distribution channels such as supermarkets and convenience stores Therefore, Unilever's product distribution strategy is through these retail channels Specifically, OMO products are sold at retail supermarkets such as Big C, Co.op mart supermarket chain, Maximax system Besides, at the official website, E- commerce platforms such as Shopee, Lazada, etc 5.3 Promotion strategy 5.4.1 Advertisement March – April 2022: - Continuing the campaign of March, in which the business will cooperate with reviewers on social media sites such as tik tok, youtube, to increase customers's awareness of the new product while having entertainment, discovery - Viral video is a major advantage of the company, OMO quickly grasps the trends of society The most recent is the video “thách thức thơm” (12 million views) Choosing a Youtube channel or a social media network is a smart step in the era of 12 Digital Marketing and the most popular marketing channel has been fully utilized by Omo or Unilever - Interview consumers about their experiences using OMO laundry detergent 5.4.2 Promotion October – November 2022: - OMO will actively combine with E-commerce platforms, it will be convenient for customers to shop, along with preferential discount codes or “flash sale” programs, “hunting for sale at a shocking price”, … - OMO can enhance exclusive promotions, make customers irresistible and decide to buy quickly without hesitation, thereby increasing sales of new products Some forms of promotion that OMO should offer for new products: Promotion of the golden hour frame, when buying, you will have the opportunity to draw prizes to buy new products and bring gifts In addition, OMO will combine with delivery apps like shopee, Lazada to have endless discount codes that are both convenient for customers and bring value, 5.4.2 Personal sales January – February 2022: - Offering product samples and using instruction to get customer care information and view how customers feel about the products - Advertising on social media such as OMO VIETNAM's Fanpage to post and run ads to reach customers - Sell products so that customers can slowly access new products March 2022: - OMO can contact with supermarkets, retail stores to distribute new products And to send marketing staff to support stores, supermarkets, not only helping supermarkets, stores but also sell products and promoting new products that the company has just launched - Organize personal selling activities, by recruiting a team of staff capable of marketing and selling to households to sell and introduce products, answer inquiries directly and receive consumer feedback on the product, focusing on housewives - In personal selling, OMO is still performing very well, probably promote more for the marketing communication department if the personal sales staff can save customer information, they can support the customer care team by giving customers a lot of 13 value like give them information of how to wash clothes in the best way, how to store a convenient laundry bag , That one is enough to make customers feel extremely satisfied 5.4.3 Public Relations July - August 2022: - Building reality shows to may call “Companion with OMO” Every week, there will be on air an episode about a celebrities”s family using and the OMO Convenient Laundry Detergent, to let the audience as well as its customers see the brand-new product - OMO's community-oriented activities are greatly responded to such as: “Ngày hội túi tài năng”, “Omo trắng ngời sáng tương lai”, “Ngày hội triệu lòng vàng” There are many campains which are high sociality, and score great points to the audiences, customer psychology always expect the brand become as a brand 'clean in form and value', integrating products into those programs is a wise step for company to promote its products 5.4.5 Direct Marketing May - June 2022: Preparing for summer time, OMO will create challenges on social media such as taking a photo or dancing for audiences to respond and participate Starting a drawing contest for kids from kindergarten through 5th grade by getting creative on a white t-shirt September 2022: Businesses will collaborate with extracurricular activities such as “color me run with family,… After the campain OMO will give each person or family a gift including the new product Action plan Time- line of all activities for the first year (in 2022) Main Purpose: To position the brand- new OMO Convenient Laundry Detergent and increase awareness from 10% to 30% in Ho Chi Minh City in 2022 (Newly launched in 2021) Target audience: Financially independent women, married women, and people who are interested in clothes cleaning products  Quarter 1: January – March 2022 -> Target: “Inform to consumers about the arrival of new products” 14 January – February 2022: – Offering product samples and using instruction to get customer care information and view how customers feel about the products – Advertising on social media such as OMO VIETNAM's Fanpage to post and run ads to reach customers – Sell products so that customers can slowly access new products March 2022: – OMO can contact with supermarkets, retail stores to distribute new products And to send marketing staff to support stores, supermarkets, not only helping supermarkets, stores but also sell products and promoting new products that the company has just launched  Quarter 2: April – June 2022 -> Target: Reaching target customers March – April 2022: – Continuing the campaign of March, in which the business will cooperate with reviewers on social media sites such as tik tok, youtube, to increase customers's awareness of the new product while having entertainment, discovery – May – June 2022: – Preparing for the summer time, OMO will create challenges on social networks such as taking a picture or dancing a dance with the brand-new the OMO Convenient Laundry Detergent for audiences to respond and participate – To start a drawing contest for kids from kindergarten through 5th grade by getting creative on a white t-shirt  Quarter 3: July – September 2022 -> Target: Increasing The Value for OMO and for The New Product July - August 2022: - Building reality shows to may call “Companion with OMO” Every week, there will be on air an episode about a celebrities”s family using and the OMO Convenient Laundry Detergent, to let the audience as well as its customers see the brand-new product September 2022: - Businesses will collaborate with extracurricular activities such as “color me run with family, … After the campain OMO will give each person or family a gift including the new product 15  Quarter 4: October – December 2022 -> Target: Returning Investment October - November 2022: - OMO will actively combine with E-commerce platforms, it will be convenient for customers to shop, along with preferential discount codes or “flash sale” programs, “hunting for sale at a shocking price”, … December 2022: - Summarize the results of activities within one year after the launch of the newly product From there, OMO can review and give suggestions to fix or improve further on the product or marketing Financials 7.1 Break - even analysis To break even, we assume quarter fixed cost is 4,000,000,000 VND, selling price of per product is 130,000 VND, variable cost is 25,000 VND, calculated as follows: Break even point = Fixed cost/(unit selling price - variable cost per unit)                             =  4.000.000.000/( 130.000 -  25.000 ) =  38095 238095 units 7.2 Sale forecast SUPERMARKET Quarter 1(2022) ONLINE Quarter (2022) Quarter Quarter (2022) 1(2022) Number of OMO 7.000 10.000 5.000 8.000 130.000 VNĐ 130.000 VNĐ 130.000 VNĐ 130.000 VNĐ 910.000.000 1.300.000.000 650.000.000 1.040.000.000 VNĐ VNĐ VNĐ VNĐ sold Price per unit Total revenue 16 7.3 Expense budget Quarter 1(2022) Quarter (2022) Run ads 300.000.000 VNĐ 400.000.000 VNĐ Marketing Strategy 600.000.000 VNĐ 500.000.000 VNĐ Marketing Communications Other Cost 1.000.000.000 VNĐ 1.000.000.000 VNĐ 100.000.000 VNĐ 100.000.000 VNĐ Total 2.000.000.000 VNĐ 2.000.000.000 VNĐ Conclusion In short, OMO Convenient Laundry Detergent with British technology is a completely brand- new product from OMO- Unilever's Since this is a newly launched product (2021), the main goal setting in the marketing plan is to 'Position the brand- new OMO Convenient Laundry Detergent in Ho Chi Minh City in 2022' The plan is implemented in quarters, each quarter will have specific goals to achieve, in order to approach the main goal more clearly In Quarter 1, the Marketing team will carry out activities to inform consumers about the arrival of new products Continuously, in Quarter 2-3, there are specific goals of reaching the target customers and increasing the value OMO's brand and new products In the last quarter of the year, OMO will carry out activities to reach the target of returning investment Besides focusing on implementing the main plan, our team also has marketing mix activities to control and further develop OMO as well as Unilever LIST OF REFERENCES & ORIGINALITY Marketing Management-Philip Kotler, Kevin Lane Keller Báo cáo công ty nghiên cứu thị trường Kantar Worldpanel Việt Nam 2019: Vietnam'sInsightHandbook2019.pdf Thông tin Unilever: https://www.unilever.com.vn/about/who-we-are/introduction-to-unilever-vietnam/ Phân tích SWOT cơng ty OMO: 17 http://www.dankinhte.vn/phan-tich-mo-hinh-swot-cua-unilever-viet-nam/ Số liệu nhân học Việt Nam: https://danso.org/viet-nam/ Những vấn đề cấp bách môi trường: https://kinhtetrunguong.vn/web/guest/thong-tin-chuyen-de-moi-truong-cap-bach-cua-vietnam-thuc-trang-xu-the-thach-thuc-va-giai-phap Thơng tin nét văn hóa Việt Nam: https://vi.wikipedia.org/wiki/V%C4%83n_h%C3%B3a_Vi%E1%BB%87t_Nam Fanpage OMO: https://www.facebook.com/OMOVietnam Các chiến lược Marketing OMO: https://ytuongkinhdoanh.vn/tong-hop-cac-chien-luoc-marketing-cua-omo/ 18 MEMBER’S GROUP WORK ASSESSMENT Nguyễn Minh Quân - Nguyễn Ngọc Văn Anh - Nguyễn Thị Mỹ Ngọc - TASK Excutive Summary & Introduction SWOT of OMO Segmentation & positioning strategy Marketing Mix Strategies Action plan Financials Edit Macro-Environment Analysis Segmentation & positioning strategy Marketing Mix Strategies Action plan Conclusion Checking grammar, spelling, sentences, … Edit Market situation SWOT of brand-new product Segmentation & positioning strategy Marketing Mix Strategies Action plan Financials Edit 19 RATE 100% 100% 100% ... https://vi.wikipedia.org/wiki/V%C4%83n_h%C3%B3a_Vi%E1%BB%87t_Nam Fanpage OMO: https://www.facebook.com/OMOVietnam Các chiến lược Marketing OMO: https://ytuongkinhdoanh.vn/tong-hop-cac-chien-luoc -marketing- cua -omo/ 18 MEMBER’S GROUP WORK... Digital Marketing and the most popular marketing channel has been fully utilized by Omo or Unilever - Interview consumers about their experiences using OMO laundry detergent 5.4.2 Promotion October... … - OMO can enhance exclusive promotions, make customers irresistible and decide to buy quickly without hesitation, thereby increasing sales of new products Some forms of promotion that OMO should