NATIONAL ECONOMICS UNIVERSITY

FINAL REPORT
ORGANIC LIFEBUOY HAND SANITIZER
PROFESSOR INSTRUCTIONS: NICHOLAS JOHN.SHIPLEY
& Mr.TRAN VIET AN
Wordcount: 6956

GROUP 4
PRODUCTS MANAGEMENT 63C+63D

SEMESTER 1 (2022-2023)

 TEAM MEMBERS OF GROUP 4

(PRODUCT MANAGEMENT
63C + 63D)

Đặng Nhật Anh Vũ Minh Châu Nguyễn Hồng Hạnh

11210302 11211023 11212106

Lê Thái Linh Phạm Ngọc Sáng Phan Thảo Ngân

11213187 11219791 11214234

Trần Thị Hải Yến

11219834

TABLE OF CONTENT
1. GENERAL PRODUCT INFORMATION 1
1.1. PRODUCT DESCRIPTION 1
1.2. HISTORY WITHIN THE INDUSTRY 2
1.3. HISTORY WITHIN THE FIRM 3
2. MISSION AND GOALS OF THE FIRM 4
2.1. MISSION 4
2.2. GOALS 5
2.3. CORE VALUE 6
3. ANALYSIS OF EXTERNAL ENVIRONMENTAL FACTORS 6
3.1 PRODUCT CATEGORY DEMAND ANALYSIS 6
3.2 COMPETITION 8
3.3 ECONOMIC 8
3.4 LEGAL/POLITICAL 8
3.5 SOCIAL 8
3.6 TECHNOLOGICAL 9
4. ANALYSIS OF INTERNAL FACTORS 9
4.1. FORECASTING MARKET POTENTIAL 10
4.2. TARGET MARKET SEGMENTS 12
4.3. STRATEGIES OF THE FIRM 13
4.4. CURRENT/PROPOSED MARKETING STRATEGIES: DIFFERENTIATION STRATEGY 14
5. SWOT 15
6. MARKETING STRATEGY 15
6.1. PRODUCT 15
6.1.1. PRODUCT COMPONENTS 15
6.1.2. PRODUCT MODIFICATIONS 18
6.1.3. COMPETITOR ACTIONS/REACTIONS 18
6.2 PRICING 19
6.2.1. PRICING OBJECTIVES 19
6.2.2. IMPACT ON THE OTHER P’S 19
6.2.3. COMPETITOR PRICE ANALYSIS 20
6.2.4. CRITERIA FOR PLANNED PRICE ADJUSTMENT 20
6.3. PLACEMENT STRATEGIES, ACTION PLANS AND ASSESSMENTS 21
6.3.1. RETAILERS 21
6.3.2. OFFICIAL WEBSITE 22
6.3.3. E-COMMERCE PLATFORMS 22
6.3.4.. AFFILIATE MARKETING 22
6.4. PROMOTION 23
6.4.1. PROMOTION CAMPAIGN TARGET AND THEME 23
6.4.2. OBJECTIVE-TASK METHOD 24
6.4.3. ANNUAL SCHEDULE OF ACTIVITIES 25 25
6.4.4. SALES PROMOTION 26
6.4.5. PUBLIC RELATIONS ACTIVITIES 27
6.4.6. POTENTIAL COMPETITOR ACTIONS/REACTIONS 28
7. TIMING OF ACTION & BUDGET 29
7.1. TIMING OF ACTION AND BUDGET 29
7.2. FINANCIAL FEASIBILITY 31
8. CONTROL AND REVIEW MECHANISMS 32
8.1. INTERNAL RISK 32
8.2. EXTERNAL RISK 33
EXECUTIVE SUMMARY 34
REFERENCES 36
APPENDIX: QUESTION FORM OF CONCEPT TESTING 37
 1.General Product
Information Description
1.1. Product Description

Features provided by the product:

1. Packaging considerations
Main label color: White
Body bottle in rectangle shape with
edges
Material: HDPE Plastic
The bottle's mouth is designed with a
closed cap, with a convenient small
hole to pour the solution
2. Ingredients
Active ingredients: α-Terpineol
Melaleuca tree extract, eucalyptus
mint oil extract - sterilize function but
safe for skin
Substrate ingredients: Water,
The benefits desired by the end-user: Potassium Sorbate
Glycerin, Lactic axit, Aloe vera extract
Lifebuoy identifies their customers who are Ingredients depending on each types:
interested in possessing personal hygiene green tea, orange peel essential oil,
and healthcare products, especially vegan, eucalyptus, mint essential oil
cruelty-free and do not use flavorings and
3. Scent (from natural ingredients)
alcohol-based ingredients. Orange peel
This is the product's competitive position Green Tea
when it captures customer psychology and Melaleuca tea
consumption behavior, confirming the Herbs (lemon, eucalyptus & mint)
ability to prevent bacterial diseases after Odourless
only a short period of use while still
ensuring customer safety.

PAGE1
 1.2 HISTORY WITHIN THE INDUSTRY

The first recorded U.S. patents for hand

sanitizing occurred in 1957 and 1965 for the
“rapid hand sanitizer” and “hand sanitizer”
both of which are stationary devices.

Both inventors envisioned “a device for

quickly and efficiently rendering the hands
sanitary” and for “kitchen employees,
hospital, and medical aids, etc., to
sufficiently cleanse their hands”.

As the historical timeline for hand sanitizing

innovations progressed, alcohol-based
sanitizer form factors expanded. Foam hand
sanitizers were introduced to the public in 2003
in the U.S.

With the global pandemic, new brands of

alcohol-based hand sanitizer emerged on the
market and product sales skyrocketed to more
than 500%.

Figure 2: U.S. Patent 3,220,424 , 1965, “Hand

Sanitizer.” Image credits: USPTO,
https://invention.si.edu/

PAGE2
1.3 HISTORY WITHIN THE FIRM

BGC Matrix

Star Question Mark

Lifebuoy Antibacterial Hand Sanitizer Cool Fresh Handwash

Nature handwash Lifebuoy Care Soap Bar

Cash Cow Dog

Total 10 Germ Protection Soap Bar

Total 10 Germ Protection Handwash Mild Care Bodywash
Lemon Fresh Handwash

PAGE3
2. MISSION AND GOALS
OF THE FIRM
2.1 MISSION

Lifebuoy always holds the core value of commitment to support life and protect
consumers' health.
In the Vietnamese market, Lifebuoy sets out the mission "For a healthier Vietnam". The
brand has accompanied the whole country in a long way to overcome each wave of
COVID-19. Lifebuoy keeps its core promise of health protection and is committed to
supporting consumers' lives as an assurance when your health is at stake.

2.2 GOAL
Short-term: The goal of Lifebuoy, a pioneer in the Organic Sanitizers industry, is to
become the most well-known and favored vegan brand in Vietnam and satisfy every
customer's needs. The company's short-term mission is to "reach a growth rate of 30%
by the end of 2022."

Medium-term: The business seeks to gain the confidence of its clients, particularly
Vietnamese ones. In the next two years, we established the following objective: "By the
end of 2024, Lifebuoy aims to maintain its place as world's number one, best-selling
germ protection products in the world with our new organic hand wash gel and
accounts for 40% of the Vietnamese market share."

Long-term: Lifebuoy's mission in the next 10 years is to educate more than 1 billion
people around the world to be aware of the importance of good hand washing by 2032,
which is believed will make an important contribution to reducing deaths from
infectious diseases. As a brand with the top priority of consumers' health, we hope that
the brand's products will be strongly covered all over the world, especially in areas like
ethnic minority areas, 3rd world countries.

PAGE4
2.3 CORE VALUE

Lifebuoy provides antibacterial products that help ensure daily hygiene and
health for the whole family for the past century since their first debut to the
market, contributing to improving health but also the life of individuals, families
and society.

Lifebuoy helps protect and prevent the spread of many infectious diseases,
effectively prevent gastrointestinal diseases, etc., especially respiratory
diseases.

Lifebuoy has a positive impact on the community and is constantly improving.

Throughout its many years of operation, Lifebuoy offers meaningful activities
that people of all ages can easily participate in, while spreading the message of
the importance of building habits with soap and water.

PAGE5
 3. ANALYSIS OF EXTERNAL
ENVIRONMENTAL FACTORS
3.1 Product category demand analysis

Purchase Behaviour
Demographic Psychographic
Pattern

Have certain interests

about embellishment,
environments and are
willing to pay for
Hobbies: prefer low-price
products which are made
cosmetic products but
of non-toxic ingredients
good
on the skin.  Don’t bother
Live in Viet Nam  Age: 16- qualityPersonality/Attitud
to change and always
25  Female and Male  Part e: young, open-minded,
welcome new things  Be
time/ No work/ Full time adventurous, care about
open to products with
office-worker  Low to the price of the
ingredients from nature,
Immediate Income  product.Choose products
benign, environmental
that are easy to buy from
protection  Have flexible
convenience stores,
buying habits, affected
groceries to supermarkets
by KOLs, social media,
influencers.  Leaning
towards domestic
products 

3.2 Competion
Direct competitors 
It is undeniable that an increasing importance of hygiene products during and after Covid
19 led to the entry of numerous potential competitors offering their own hand sanitizer
products. However, in Viet Nam, there are only a few certified brands that specialize in
vegan, organic hand sanitizers. With a growing awareness of sustainability, each business
will orient itself with different goals and development strategies in order to make
customers perceive their brand and products in a specific way as well as create value to
the beauty of society and planet. Here are 3 outstanding brands for the organic hand
sanitizer market:

PAGE6
 The Body Shop  Babyganics  The Cocoon Vietnam 

- A famous cosmetic brand

from the UK with a - Cosmetics brand extracted
commitment to provide from nature belongs to a - A 100% vegan and
vegan products with group from America.  cruelty free cosmetics
sustainably sourced, - Specializes in creating and brand preserving the true
ingredients of natural origin supplying self-care products beauty of Vietnam. 
and environmentally for kids with the aim of - The main product lines
friendly synthetic supporting parent well- include skin and hair care
ingredients  being.  products offering
- The body shop’s hand - Their hand sanitizer healthy, young and lively
sanitizer comes in many product is absolutely alcohol beauty of skin, hair and
different scents offering and fragrance free made body. 
customers a wide range ò from organic ingredients - The ingredients are all
choice.  which is perfectly suitable derived from pure
- The packaging serves a for kids and also gives Vietnamese herbs such
graceful design with fresh customers of all ages a as eucalyptus and mint
nature images. High gentle clean. with none of harmful
quality, portable and eco- - Perfectly suitable for chemicals.  
friendly product's shell people who unwillingly -  The well-designed
made from Community suffer from an allergy to packaging displaces a
Trade plastic.   fragrance or alcohol. drawing of medicinal
- The product is not tested - Their hand sanitizer plants and herbs,
on animals  product also ranges in all harmonious and gentle
- The price is quite high shapes and sizes.  colors, bearing the
(129,000 vnd/60ml) - The product is also not nuances of Vietnamese
because it is a long- tested on animals.  nature. 
standing product using - The price is - The price is affordable
organic ingredients with understandably high (75,000 vnd/140ml)
noteworthy benefits. (150,000 vnd/50ml)  with all when compared to the
However, it is completely the great values that the quality of the product.  
worth the quality of the product created. 
products it brings. 

PAGE7
 Indirect competitors
Despite the growing popularity after the outbreak of Covid 19, the availability of hand
sanitizer, especially organic hand sanitizer products is still unlikely to change Vietnamese
customers’ preference over soap or liquid soap products which are more familiar to them.
Moreover, applying hand sanitizer may be easier, but even the ones with sufficient
alcohol content cannot remove all types of bacteria and viruses. Soap or liquid soap are
said to be far more effective at removing illness-causing germs. Besides, there is another
alternative way to gently sanitize customers’ hands is wet wipes. It is also more
applicable to people’s daily life compared to hand sanitizer products.

3.3 Economic 3.4 Legal/Political

Vietnam is one of the fastest growing
countries in Southeast Asia in terms of the
cosmetics industry, according to Nielsen.
In 2019, with the prosperous development
of 4.0 technology and the trend of using
natural products, Vietnam's cosmetics
industry is facing the opportunity to
develop rapidly. According to the data of
the cosmetics industry in Vietnam, natural
cosmetics are developing well with the
advantage of a young population
structure, a population of more than 90
million people.
Businesses operating in the field of
cosmetics must fully comply with all laws,
regulations and terms on cosmetics.
Qualified license to manufacture
cosmetics.
Qualified license to trade in cosmetics.
Law on import and export of
cosmetics.
Law on cosmetic publication.
In addition, there are many other types of
cosmetic laws that businesses need to
understand to fully and seriously
implement. They are vehicles that help
develop and make the cosmetic market
more stable.

3.5 Social 3.6 Technological

According to studies, the organic lifestyle Take advantage when Lifebuoy is a big
or in other words a balanced, healthy, company with global coverage, trusted by
nature-oriented life with the criteria of many people and modern technology to
green - clean - sustainable development promote research and development of
is very popular in European countries, the diverse new and unique products. Instead
US and spread to the world. In developed of coming back to the store to buy,
Asian countries such as Singapore, Korea, consumers can buy online at the product
Japan, etc. Grasping that taste, many website and will be sent to your home with
Vietnamese enterprises have invested in a short and convenient procedure.
producing organic food, drinks or
cosmetics following strict criteria and
processes to find opportunities to
participate in the international playground
and affirm the quality in these potential
markets.
PAGE8
4. ANALYSIS OF
INTERNAL FACTORS
4.1. Forecasting Market
Potential
Factors Importance Rationale

Within 100 days, Lifebuoy has simultaneously

launched products and advertising campaigns in
location medium more than 50 new markets. For the old markets,
Lifebuoy is also starting to get back on track.

Young people are especially interested in health

issues, both men and women. They also shop for
gender high essential items in daily life, including health care
and personal hygiene products.

Vietnamese young people tend to prioritize quality

over price sensitivity. In other words, they are
willing to pay for the products. High quality
economics medium products with safe and useful features but because
their income is still quite low, they prefer products
with reasonable price and quality

Nowadays, clean environmental conditions are

needed everywhere, so the demand for products is
environment medium
very high

Gen Z is known as having a quick economic and

monetary mindset. They want to be able to decide
for themselves, to manage their work, to make
culture high
quick decisions promptly and to prefer
environmentally friendly products.

PAGE9
 4.2. TARGET MARKET
SEGMENTS

Consumer A

Large cities: Hanoi, Ho Chi Minh City, and Da Nang, where most people
Geographic have paid attention to cleanliness.

Gender: Both male and female but more focused on the female gender -
those who have more interest in cleanliness and order in the home
Demographic
Age: 16-18 years old - those who are not financially independent
Status: students, part-time job

- Often spends a lot of time at school and still being taken care of by the
Behavioral
family

- Long-standing famous brand reputation, affordable and very

Psychographic
reasonable price

Consumer B

Geographic Large cities: Hanoi, Ho Chi Minh City, and Da Nang,

Gender: Both male and female

Demographic
Age: 19 - 25 years old - part-time job or full-time job

- Spend a lot of time working or hanging out enjoying the single life
Behavioral
- Usually don't have much time for house cleaning

- Love and trust online shopping

Psychographic - Very price sensitive because still haven't made a lot of money, focusing
on product features rather than style, style

P A G E 10
 POTENTIAL CUSTOMERS

green tea orange peel

Young adults who want to maintain good

Gender: Mostly female, men that are
hygiene and protect their hands from
interested in organic hygiene products.
harmful bacteria as well as caring about
organic products which likely contribute to
the sustainability of the planet.
Age: 16-25 years old (Gen Z), those who
prioritize buying at e-commerce sites
Lifebuoy's target customers are
housewives. They are the ones who
manage, care about and take care of the
Region: In most cities and most provinces
health and hygiene of the family above all
with large populations.
else. Women are also the ones who often
shop for essential items in daily life,
including health care and personal
Income level: Low to intermediate income
hygiene products.

P A G E 11
4.3. Strategies of the Firm
Marketing Strategy:
During the complicated development of the Covid 19 epidemic season, Lifebuoy
needs to seize the opportunity to promote its image promotion strategy through
Digital Marketing and television channels. Promote forms of promotion for social
campaigns such as building 100 free makeshift handwashing stations for people,
and at the same time building more images by giving hand sanitizers in isolation
areas, expanding E-commerce distribution channels: Shopee, Tiki,... Implement
market penetration pricing strategy for the dry hand gel product line that has just
entered the market in March 2020, increasing advertising for quality product
quality and convenience. Continue to implement the full-package pricing
strategy and add-on product pricing.
HR strategy:
Lifebuoy has made a difference in personnel, especially the highly qualified and
dedicated staff. At the same time, Lifebuoy also receives advice from the world's
leading health experts. Therefore, in the long term, Lifebuoy needs to continue to
promote employee training, especially improve employees' knowledge and skills
in technology, foster leadership, and create opportunities to recruit young
employees. In the complicated epidemic situation, Lifebuoy needs to take
measures to protect employees' health such as: providing masks, hand sanitizer.
for employees, meetings via online form, salary cuts with employees, ..
R&D Strategy:
Since Lifebuoy implements a strategy of focusing on making a difference in the
large-scale market, a research & development strategy focuses on products to
improve and innovate in accordance with requirements. such as: improving
quality, changing product composition, diversifying product designs, changing
designs of goods, increasing quantity and quality of product support services,
developing Developing new products using the most modern technologies,...With
the goal of halving the impact on the environment along with fluctuations in user
demand, Lifebuoy needs to keep a close eye on, learn about expectations. , find
out new “Insight” of customers, access new and advanced machines in the world.
Manufacturing Strategy:
Since Lifebuoy is a business unit that pursues a differentiation strategy, the
manufacturing division needs to implement a strategy of delivering superior
quality outputs. And according to this strategy, the production department / will
cooperate with related departments such as: research and development,
marketing, purchasing... to implement the market positioning strategy,
highlighting the benefits. intended for customers of the output factors. Therefore,
Lifebuoy needs to continue to design more products suitable for each customer
group, choose high quality standards, create more uses in one product, and
provide more complete support services. This will help neutralize bad possibilities,
catch up with competitors, create reliable support for the overall business
strategy, and gain advantages over your competitors. .

P A G E 12
 Strategy Lifebuoy Finance:
Competes with a differentiation strategy in the large-scale market, so the finance
department needs to pursue a strategy of concentrating investment capital to
improve quality, improve or innovate products. Reasonable financial investment in
order to increase the benefits of current and future output factors, creating a long-
term competitive advantage in the market. When there is an urgent need for capital,
the finance department can borrow funds from credit funds in the capital market.
Especially in the current epidemic season, there are many support packages from the
government such as: Credit support package of VND 285,000 billion; package of
180,000 billion VND to extend or delay tax and land rent; telecommunications support
package of VND 15,000 billion; lower lending interest rates,..create opportunities for
Lifebuoy to stabilize its finances, implement the plans and strategies set out.

4.4. Current/Proposed Marketing

Strategies: Differentiation strategy
Product differentiation strategy: Product ingredients with 5 antibacterial active
ingredients make Lifebuoy products highly bactericidal, killing 99% of bacteria
without Triclosan, so it is safe for users, especially children and pregnant women.
At the same time, it has a deodorizing effect along with fragrance, softness and
outstanding protection from 10 types of harmful health diseases transmitted
through the skin, killing bacteria within 10 seconds. Products are tailored to the
needs of the customer.

HR differentiation strategy: With a team of highly qualified and dedicated staff,

Lifebuoy also receives advice from the world's leading experts in health: about
health: Dr. John S. Brownstein - assistant professor at Harvard Medical School , Dr.
Val Curtis - London Satellite School reader, Dr. Vibhav R.Sanzgiri - NC Director
& PT organizes Unilever, …

Strategy to differentiate images: Packaging design is not only informative but also
aesthetic. Cross: safety, symbol of the medical industry Red: is the color of
strength, enthusiasm The outstanding features of the product or customer group
that the product is aimed at are printed on the packaging of Lifebuoy hand
sanitizer. clearly the target market right on the product logo, making it easier for
consumers to reach.

P A G E 13
5. SWOT

STRENGTHS WEAKNESSES
Great resources from Lack of high-end
owner corporation - product lines as a source
Unilever of growth
Strong brand value Expanding product line
Strong marketing rapidly
activities, It takes a long time to
Great brand mission research and develop
Wide distribution new products
network Packaging design is
limited

OPPORTUNITIES THREATS
Consumer demand for Increased government
health care and hygiene regulation
increases The production process is
The scale of the organic strict
cosmetics market is New and fierce
increasingly expanding: competitors appear, not
The trend of green only from foreign brands
consumption and but also from domestic
environmental brands.
protection increases. Alternative products are
The target audience is popular and easy to find
Gen Z, who is everywhere..
increasingly aiming to The outbreak of the
consume sustainable disease reduces people's
products, especially the spending.
organic product line. The cost of input organic
The target audience is products is high.
easily accessible.
Businesses can access
many large projects.
P A G E 14
6. MAKETING STRATEGY
6.1. PRODUCT
During the survey in Concept testing, there are the results:

What makes you unsatisfied when What makes customer care when
using organic hand gel? Not diverse in choosing hand sanitizer: Product
scent factor accounts for the highest quality factor accounts for the
ratio (60%) highest percentage (91,9%)

QUALITY HIGH PRICE

BRAND
NOT DIVERSE IN SCENT
PRICE
LOW CLEAN EFFICIENCY
INGREDIENT

PACKAGING NOT EASY TO FIND

0 250 500 750 1.000 0 20 40 60

so LifeBuoy have the following product strategy:

6.1.1. PRODUCT COMPONENTS

With the product positioning as “anti bacterial but safe for skin”, here is the product
components of Organic Lifebuoy Hand Sanitizer

Feature
Component Product benefit Value proposition
and attributes

Protect the product Customers can

Bottle body color:
from light, quality is easily store and
Dark grey plastic
guaranteed carry the product
anywhere
Packaging
considerations Trendy, solid feeling
Body bottle in Feel more innovative
when holding, easy
rectangle shape than traditional
to arrange on the
with edges packaging
shelf,...

P A G E 15
 Pleasant grip
Material: HDPE Plastic feeling, reduce the
Easy to recycle,
light weight feeling guilty when
using plastic

The bottle's mouth is The product can Easy to use, savings for
designed with a closed be adjusted to a customers by reduce
cap, with a convenient moderate the possibility of
small hole to pour the amount of flow consuming too many
solution each time products per one time

- Active ingredients:
α-Terpineol Melaleuca Ingredients
tree extract, eucalyptus with
mint oil extract - sterilize antibacterial
effect are safe No need to worry about
function but safe for skin
for the skin skin damage when using
- Substrate ingredients:
the product for a long
Ingredients Water, Potassium Sorbate
time compared to other
common hand sanitizers
- Glycerin, Lactic axit,
Aloe vera extract Moisturizes
- Ingredients depending and protects
on each types: green tea, hands
orange peel essential oil,
eucalyptus, mint
essential oil

- Orange peel Anti-oxidant, After activities such as

- Green Tea protect the skin office work, phone contact,
of hands and computer contact,
Average level there is a greater need to
of antiseptic protect the skin of the hands
Scent than the need to disinfect.
(from
natural
ingredie - Melaleuca tea More powerful Stronger disinfection, after
-nts) - Herbs (lemon, antiseptic, outdoor activities contacting
eucalyptus & mint) Average level with many bacteria
of skin care

Average level Create a pleasant feeling for

Odourless of antiseptic those who are allergic to
and skin care scents or have no need for
scents

P A G E 16
green tea orange peel

melaleuca tea ordourless

eucalyptus&mint
P A G E 17
 6.1.2. PRODUCT MODIFICATIONS

Organic Life Buoy Hand Sanitizer is at Maturity stage, so it needs to be

modified to stand out among competitors. There are some modifications:
- Ingredients of product: Cut out harmful active ingredients for the skin,
increase protection, and care for hands
Remove Triclosan, alcohol - antiseptic compound that harms the skin of
hands
Add essential oils of natural origin to your hands.
- Packaging design:
Darker color help preserve the product
The bottle body is shaped into a rectangle with edges to create a youthful,
dynamic and trendy look, not only a hand sanitizer product but also has
aesthetic value

6.1.3. COMPETITOR ACTIONS/REACTIONS

Competitor reactions/actions Effect Coping strategy

Domestic competitors such as Impact on sales of Life Buoy promotes

Cocoon can improve their products Organic Life Buoy Hand products in other
to win customers, thanks to the Sanitizer in Vietnam. P's strategy
inherent advantages in the
organinc cosmetics market,
customers are more familiar and
trusting in Cocoon.

P A G E 18
 6.2.1. PRICING OBJECTIVES
6.2. Leading market share, get about 40% of market share in
hand sanitizer market.

PRICING Long - run profitability, maximize revenue

Be regarded as a "fair" company by the end-user with
reasonable price

Strategies Action Evaluation

During the launch With the goal of encouraging customers to try

phase, the product and experience, the price can increase Life
will be priced at 59 Buoy's market share compared to
000 VND/bottle competitors.

Competitive When achieving Low but not too low, still can continue to create
pricing market share market share and increase sales, ensure
(10%), Life Buoy customers have a positive view of product quality.
will increase the It is completely feasible thanks to its large
price to 65,000 financial resources and production ability, so it is
VND/bottle but still possible to minimize production costs
lower than many Profits in the long run, profit per unit is low but
competitors. bigger profits come from big volume

6.2.2. IMPACT ON THE OTHER P'S

Impact

Because of the low price, the product is of moderate quality, taking

Product advantage of easy-to-find, easy-to-prepare and produce materials
Minimize other costs such as packaging,...

Distributee through few intermediaries to reduce costs as much as possible

Choose a distribution channel with not too high costs such as supermarkets,
Place pharmacies, grocery stores
Apply price discount,... to wholesalers

Advertising: emphasize the low price of the product, making customers more
price sensitive, then they will easily make a decision to choose cheaper products
Promotion Personal selling: convey information about product quality, that is, low price with
moderate product quality.
Set budget: reduce the budget spent on advertising activities
P A G E 19
 6.2.3. COMPETITOR PRICE ANALYSIS

Current Life Buoy The Body Babyganics The Cocoon Vietnam

Shop

Price 65 000/45ml 129000/60ml 150000/50ml 75000/140ml

(VND)

- The price is lower - Highly competitive prices - Lower price to suit

than The Body Shop, aim to position product many users. However, at
Babyganics but higher quality and pursue the goal this price, the quality of
than The Cocoon to of maximizing profit per Cocoon's products may
affirm the quality, but product unit. Focus on be reduced in some
still low enough to improving product quality aspects (the ingredients
Strategy
encourage customers with selected raw still contain alcohol, ...)
to experience. Suitable materials. - Advantage of raw
for many customer - Foreign brand so the price materials, not much
segments may be affected by tariffs. affected by tariffs.
- Advantage of low
cost, large production
resources

Conclusion:
- In general, thanks to low prices based on cost advantages, and guaranteed product quality,
Life Buoy gains an advantage over competitors, easily gaining market share thanks to its
strategy. price
- With a low price, it is difficult for competitors to reduce the selling price of products
compared to Life Buoy because of limited resources and funding.

Evaluation Criteria

With low cost-based low price strategy, pricing Life Buoy's price adjustment
Strategy strategy is important to attract customers in should not be higher than the
Life Buoy's overall strategy average market price

Target it needs to be adjusted slowly,

market Customers are price sensitive accompanied by some price
incentives.

In the organic cosmetics market, the quality
Perceived factor is very concerned. Too lower price can
value make customers doubt the quality of the product
as well as underestimate the value of the brand.
in order not to affect the
quality of the product as well
as product value perception
,the price should not be too
low.

P A G E 20
6.3. PLACE

Lifebuoy is currently present all over the world, and to concentrate on the Vietnamese
market, the business will distribute products in 63 provinces and cities across the country
through retailers, e-commerce platforms, and corporate websites.Lifebuoy is currently
present all over the world, and to concentrate on the Vietnamese market, the business will
distribute products in 63 provinces and cities across the country through retailers, e-
commerce platforms, and corporate websites.

6.3.1. RETAILERS
Lifebuoy is a well-known brand in Vietnam that has been supported by customers
for many years. And thanks to that support, Lifebuoy is now "covered" in most
convenience stores, cosmetics and pharmacies.
Convenience store chains:
Circle K - convenience store chain with over 400 locations in several
provinces.
Winmart - supermarket chain with over 1,800 locations in nearly 50 provinces
and cities.
Ministop - convenience store chain with over 100 locations in Ho Chi Minh City.
Distributors of cosmetics:
Guardian: more than 100 high-quality stores
Sammi Shop: 14 stores in Hanoi and Ho Chi Minh City.
Retail pharmacies
People's convenience stores open
Supermarket systems
Lifebuoy's customer base includes everyone, particularly those with skin diseases,
alcohol allergies, and so on, so choosing the above retail distributors will help the
business grow. Customers' scope as well as indirect detailed information about
the level of interest, personality, and tastes of customers in each region.
Businesses can then research and develop products based on their preferences.
Geographical location and consumer preferences Retailers also help Lifebuoy
build customer relationships by getting products into the hands of buyers, thus
indirectly assisting Lifebuoy in building and maintaining relationships with current
and potential customers.

P A G E 21
6.3.2. OFFICIAL WEBSITE
Lifebuoy does not have an official website for its products, but they will be posted
on the holding company - Unilever's website. However, in order to reach
customers more easily when promoting products in Vietnam, Lifebuoy has an
official website dedicated to Vietnamese customers: https://www.lifebuoy.vn/
to help provide the most detailed product information outside of retail outlets or
e-commerce platforms. This makes customers feel respected and makes it
easier for them to choose and feel secure after purchasing the product.
Lifebuoy's website frequently has higher prices than retail stores or other online
sales channels, but it still plays an important role in ensuring the authenticity of
products for users.

6.3.3. E-COMMERCE PLATFORMS

Lifebuoy has recently joined most of the well-known e-commerce platforms,

such as Shopee, Lazada, and Tiki, and has received positive feedback. E-
commerce platforms typically serve as transaction, shipping, and distribution
platforms. E-commerce platforms will help Lifebuoy connect and contact
customers more quickly in the current Internet age.
Shopee and Lazada, for example, offer tools to support customer search, retailer
search, and customer information much faster than in the past. The critical role
of e-commerce is to assist Lifebuoy in continuously distributing products that
are not limited by time or geographical distance.

6.3.4. AFFILIATE MARKETING

This is a relatively new type of sales that has emerged in recent years. Affiliate
marketing is a distribution model in which manufacturing companies place their
products and services on the pages of collaborators on websites, facebook,
instagram, tiktok, and so on. Customers receive a commission when they click on
a link, make a purchase, sign up for a service, fill out a form, and so on.

P A G E 22
6.4. PROMOTION
6.4.1. PROMOTION CAMPAIGN TARGET AND THEME

Target Market A Target Market B

Young adults with hand skin

End-Users Normal young adults
diseases

Review videos on social media

They watch
Viral clips

Comments/ Feedbacks of reviewers, KOLs, KOCs, and other

They read
consumers

Follow several well-known celebrities on social networking sites

Their and are influenced by them
attitudes More knowledgeable about product specifications

Pay a lot of attention to the

Do not pay too much
attention to the ingredients
Their of the product
motivations Often choose dry hand gel
products that are cheap and
have a pleasant scent
ingredients of the product.
Will find the perfect product
for the skin of the hand,
avoiding the case of
affecting the disease.
Feeling different because of
illness

Their Buy any products that they like Research recently released
behaviors (about the scent, texture,...) organic products

The overall theme of our promotion campaign is “Don’t leave anyone behind”
with the slogan “Allow everyone to discover their own products.”.

P A G E 23
6.4.2. OBJECTIVE-TASK METHOD

The goal of the campaign "Don’t leave anyone behind" is branding and introducing the new
product of Lifebuoy.

Task Cost

Workshop about hand skin.

Invite experts, dermatologists, kols,etc. to discuss
hand skin diseases and how to choose products with
what ingredients to protect hand skin.
Customers who come to experience will receive a free
hand skin consultation.y (Dryness, irritation, allergies,
etc.)
5 hundred
Event Product Launch Event
million VND
Introduce the unique features of the new product,
allow the guests to experience the new product and
give feedback, organize minigames with prizes like
coupons and vouchers.
Small product test cars in front of school gates, shopping
centers,...

Youtube advertising
9 hundred
TVC
million VND
VTV golden hour

Social Media
KOLs in many fields
(Facebook, 3 hundred
Fanpages
Instagram, Twitter, million VND
PR articles
TikTok)

KOLs in many fields (mostly tiktok, facebook) 3 hundred

Affiliate marketing
Fanpages million VND

Articles about products and product differences

Using organic ingredients in products
Articles in The safety of products: can be used for everyone.
2 hundred
newspapers and => Emphasize that products are environmentally friendly
million VND
television and can be used by everyone, including people with skin
diseases

P A G E 24
 6.4.3. ANNUAL SCHEDULE OF ACTIVITIES

1st Qtr.
January
Research, collect market information and analysis
related to the target audience
February Organize a talk show about hand skin diseases and how
to choose the perfect product for each person.

March

April Arrange personnel to manage communication

activities on media channels (content creation,
publication design, customer consulting, ...)
May Post articles that provide information about the new
robot vacuum cleaner and services of the business
2nd Qtr.
and feedback
Construct and upgrade information on
June communication channels to extend get to the
accepting open and increment the validity of the
business

July
Articles almost the application of new products
Run ads for articles, TVC, and viral video on fanpage
3rd Qtr. August Reply questions around products and Lifebuoy,
introduce advancements and service, share
September sustenance information for consumers

October Organize contests

Cooperate with several KOLs
Contact some reputable, high-reach newspapers:
4th Qtr. November
VN Express, Thanh Nien, Dan Tri,...
Keep up posts on social media platforms - Build up
December trust in customers

P A G E 25
 6.4.4. SALES PROMOTION

1st Qtr.
Sales Promotion Activities Anticipated Impact

Coupons Re-engage old customers and attract

Vouchers new customers

Encouraging new and existing

Price Packs
consumers to try the new product.

Providing consumers with an overview of

Samples
new products with small resources.

End-
Increasing the loyalty of the customers
Users
Sweepstakes who trust the company for its care
through regular give away.

Attract more buyers=> Increase the

Sale in special event
number of buyers

Product Experience Customers try the product and provide

Program feedback => try the product directly

Interme
Trade Allowance Creating a long-term relationship.
diaries

Offering sales support

equipment and supplies Promoting the brand image
for distributors

Sponsoring sales human resources

4th Qtr. PB&PG for stores and resellers
Promoting the brand image

P A G E 26
 6.4.4. SALES PROMOTION

a. Publicity
News releases about
Product: The product is launched with product announcement information
and an official press release of Lifebuoy.
Company: Lifebuoy establishes the goal of sustainable development at the
strategic and management levels. We guarantee that our new products are
made with organic ingredients and are environmentally friendly.
Employees: Lifebuoy is proud of its employees, who work hard to provide the
best products to customers. We cannot be as successful as we are today
without them.

.b. Special Events and Participations

Sponsored events
Donate for dermatology hospitals, central hospitals, especially those with
dermatitis with 10 boxes of organic dry hand gel each place.
Organize voting contests, minigames, and giveaways on social media.
Organize parades on the roads for 1 hour in famous cities such as: Ha Noi, Ho Chi
Minh city, Da Nang,...
"Good Citizen" Participation
Many senior leaders, scientists, influential CEOs, and business executives
attended Lifebuoy events.

P A G E 27
6.4.6. POTENTIAL COMPETITOR ACTIONS/REACTIONS

The Bodyshop
The Body Shop is considered as a consumer-friendly brand because its founder, Ms.
Anita, has pursued core principles such as combating animal testing, supporting
local corporate organizations, promoting the pride, protecting human rights and
always keeping the planet green.
The Brand currently has the hottest product of dry hand gels with ingredients made
from natural ingredients and does not cause dry skin, especially does not contain
triclo san, which is harmful to human health. However, the product still contains
alcohol and is not completely natural.
Perhaps, in the future, after Lifebuoy launches a product made entirely from nature,
The Body Shop will have a similar new product but modified.

The COCOON
COCOON is a natural facial skin care brand from Vietnam. COCOON with more than 10
years of research has created products to improve skin condition safely, effectively, care
and protect the skin to meet all skin needs of women. COCOON's ingredients are
committed to being safe and of clear origin, using ingredients from natural, vegan, non-
animal origin, and products are not tested on animals, ensuring safety on all skin types.
COCOON currently has COCOON eucalyptus and mint hand sanitizers that are extracted
from benign natural ingredients. This can be considered as a direct competitor to
Lifebuoy's organic dry hand gel product line.

Babyganics
Babyganics is the top famous baby care brand in the US, which is famous for its
specialized organic product lines for babies. Babyganics products have been proven to be
gentle, natural fragrances do not contain harmful substances.
Babyganics’ hand sanitizer gel product is completely benign, which does not contain
triclosan, parabens, phthalates, sulfates, colorants or fragrances, has been pediatric and
dermatologically tested, does not cause irritation, absolutely safe for the health of
babies and children. This can be considered as a direct competitor to Lifebuoy's organic
dry hand gel product line.

P A G E 28
 7. BUDGET

PROJECT: LIFEBUOY ORGANIC HAND SANITIZER

Start date: Saturday, April 1

TASKS START END Months Budget

Pre April
Phase 1: Scoping

2023
Initial expression of interest in working for Lifebuoy to

develop a new product.

Quick scoping of the market prospects for the product:

potential, acceptance, requirements. Operation

cost: 50
Having a strategy workshop to discuss business model
million
options, walk through all the details and steps, and

figure out a price for the work.

Preparing a Memorandum of Understanding for further

planning and discussion.

April June 2
Phase 2: Detailed Planning

2023 2032 Months

Conducting B2B, B2C market research, VOC research in

Viet Nam.

Site development planning and capital requirement

estimates.

Detailed business planning (including enterprise

structural model and contractual relationships/financial

modeling/risk assessment) Survey

cost: 30
Social marketing program development; defining the



millions
value and product/service composition.

Developing financial analysis: NPV, IRR, Payback and

sensitivity analysis.

Operational & human resources planning.

Develop recommendation for project (Go/kill) and an

action plan for phase 2

P A G E 29
 TASKS START END Months Budget

June Oct 4
Phase 3: Development

2023 2023 Months

Proceeding physical development (packaging, design)

-Packaging vs
and testing for the product and implementation of



custom design:
infrastructure, personnel and marketing
80 million
communications.
- Lab product
testing: 80
Developing full market launch and operation plan and
million
also promotion strategies to support soft-launch.

Oct Feb 4
Phase 4: Soft launch

2023 2024 Months

Soft launching the product for testing and validation.

- Sale
discount: 200
Providing first trials to customers: million
-Open a workshop about hand skin to introduce new - Customer
products and celebrate experience activities. service: 400
-Product Launch Event: Introduce the unique features million
of the new product, allow the guests to experience the - Survey cost:

new product and give feedback, organize minigames 60 million

with prizes like coupons and vouchers. - Manufacture
-Discounts in a limited period (3-4 months): If expense: 250
customers buy the product in the market testing period, million
they will receive discounts of 10% for the next purchase.

P A G E 30
 TASKS START END Months Budget

Feb July 5
Phase 5: Official launch and Break Even
2024 2024 Months

Fully operational in accordance with planned revenue

- Event: 500
growth.
million
Maximization and possible extension of concept / - TVC: 900

services. million
Build up on advertisement and promotional campaign: - Social
- Take advantage of social media such as Facebook, media: 300
Youtube, Tik Tok or Instagram: the company will upload million
posts or videos to introduce the new product through - Affiliate
social platforms and the official website of the Marketing:
company. 300 million
- Advertising on newspapers and television to gain a


- Manufacture
big boost in credibility. expense: 700
- Enhance the image of the product by KOLs, KOCs: million
Vlogger Giang Oi, Khanh Vy,...

- Sale promotion to attract customers and boost sales

revenue (discounts and vouchers, sale event on
October 10, 11/11, and 12/12,...).

3,850
Total budget
million

Financial analysis

Develop

Pilot  Year 1 Year 2 Year 3 Year 4
ment 

Target  - 10.000 40.000 50.000 70.000 75.000

240 910 1,700 900 1,000 1,100

Total Cost
million  million million million million million

590 2,300 3,200 4,500 4,800

Revenue -
million million million million billion 

- 320 600 2,300 3,500 3,700

Net income  -  
million million million million million 

Return on
- -35% -35% 255% 350% 336%
investment 

P A G E 31
 8. CONTROL AND REVIEW MECHANISMS

8.1. INTERNAL RISK

Internal risk Rate Mitigation

Unforeseen changes in + Improve network infrastructure

the manufacturing, + Monitor and analyze security threats continuously
delivery, or distribution Medium + Stay Up-To-Date
of a company’s + Hire a dedicated risk management team
product or service

+ Have backup devices

Sudden failure of the
Low + Prepare training plans for employees to work in place of
devices
machines

+ A business may need to hire or replace key personnel.

+ Treat employees better by having many useful policies for
Human risk:
employees.
+ trade union strikes
good salary system
+ dishonest employees
Weekend off and no overtime required
+ ineffective Medium
=> If employees work overtime, the business has to increase
management or
their salaries.
leadership
13th month salary
Have obvious vacations

+ If the project is unexpectedly halted, a backup plan should

be in place.
Product progress may + An only team is in charge of closely monitoring the project’s
Medium
be delayed progress.
+ If it is not possible to continue, it is critical to notify the
company immediately in order to find a solution.

+ Working with established consultancy networks

Not enough + Use external recruitment services
professional staff to Low + Have a plan to train the company’s employees, especially
carry out the project potential employees.

P A G E 32
 8.1. INTERNAL RISK

+ It is necessary to prepare and introduce the product from

the start so that stakeholders have a more general
understanding of the product
Product development => if they have any questions, they must ask in this section;
may not meet they are not permitted to ask and request changes in the
Low
stakeholder future.
expectations + Providing a clear development strategy
+ Approving new features
+ External moderation

Can be stolen
Prepare full product copyright registration documents before
intellectual property Low
officially announcing
rights

8.2. EXTERNAL RISK

External risk Rate Mitigation

Price products based on

Difficult to price products due to the
Medium production and labor costs +
impact of the covid pandemic
refer to other firms

A team of professional
lawyers has been assembled
Legal risks: Laws can be changed at
to prepare for these cases in
any time, causing problems for Medium
advance and to be ready to
businesses. 
change when the law is
enacted.

There are measures to change

Because the ingredients are all organic
materials or divide products
and change with the seasons, there is a High
according to each season of
risk of product price fluctuations 
materials.

Prepare all necessary

documents in the event of an
Risk of unfair market competitors.  Low emergency.To deal with
difficulties, keep a strong and
stable mind.

P A G E 33
EXECUTIVE SUMMARY
Overview and project aim

Sustainable products are becoming important. Following this trend, organic cosmetics
are also becoming increasingly popular with consumers because they are
environmentally friendly, safe for health and especially reduce the possibility of
irritation. Globally, analyst Persistence Market Research estimates that the organic
cosmetics sector will be worth $22 billion by 2024, growing at between 8-10% annually
Lifebuoy is a brand of Unilever group, a leader in the field of hygiene, famous for hand
soap products and recently, in 2020, launched a dry hand sanitizer product. However,
there is no line of organic hand sanitizer. Being aware of this issue, our team wants to
research and launch LifeBuoy dry hand sanitizer, a safe and friendly product line
suitable for both postpartum mothers and babies.

Outline of process and planning stage

To begin with, team members conducted a study related to the company and the
organic cosmetics market in Viet Nam. The concept for a new product would be
generated and tested. In addition, the procedure would be iterated and witness other
steps to ensure productivity. Finally, there would be sketches and discussion about the
overall product.

Outline of initial stages and prototype testing

Team members participate in idea generation to make a list of ideas in improving the
product before the step called idea screening. Later, a concept testing process would
be carried out, some market research and surveys were done to get certain data and
customer information in Vietnam before discussions about launching the product in the
Vietnam market.

P A G E 34
EXECUTIVE SUMMARY
Complete all product descriptions

All the ideas that we use to create this product are mentioned in Memo 1 and Memo 2,
based on Idea screening and Idea generation. In this Final report, Concept development
and testing is conducted to give out the product concept, product image and the
conclusion of concept testing. In the Marketing strategies and business analysis, there
are details about the Target market, and we will go deep into the 4P model and look at
both internal and external influences.

Summary an indication of the business

outcomes expected to achieve

to become one of the top-selling hand
The outcome of the new product is expected

sanitizers on the domestic market while spreading the perks of consuming Organic
products to the users’ health. Furthermore, by the end of 2023, the company aims to
reach the top tier of Organic cosmetics and healthcare industry in Viet Nam.

P A G E 35
 REFERENCES

Cooper, R.G. (2017) Winning at new products: Creating value

through innovation. New York: Basic Books.
Matthew Ledger. (2018). Writing Good Copy: Talking Features,
Benefits, and Values,
https://www.butlerbranding.com/branding/write-good-copy-
features-benefits-
values/#:~:text=Benefits%20%E2%80%93%20Are%20the%20adv
antages%20users,the%20benefits%20your%20product%20offers.
Ph.D Vu Minh Duc (2019) Pricing Management, National
Economics University
Organic cosmetics: What are they all about?
https://www.cosmeticsbusiness.com/news/article_page/Organi
c_cosmetics_What_are_they_all_about/175445
Furjanic, K. (2019) Why timing is an important factor in advertising
campaigns, Basis Technologies. Basis Technologies. Available at:
https://basis.net/blog/why-timing-is-an-important-factor-in-
advertising-campaigns (Accessed: December 20, 2022).

P A G E 36
 APPENDIX: QUESTION FORM
OF CONCEPT

TESTING
BẢNG CÂU HỎI KHẢO SÁT
CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN HÀNH VI MUA GEL RỬA TAY KHÔ ORGANIC CỦA GEN Z
TRÊN ĐỊA BÀN THÀNH PHỐ HÀ NỘI
Gel rửa tay khô vốn được biết đến là một sản phẩm vô cùng tiện lợi, dễ dùng và có giá thành rẻ trong
việc chăm sóc sức khỏe và vệ sinh hằng ngày. Từ sau Đại dịch Covid 19, việc dùng gel rửa tay khô đã
trở nên phổ biến hơn nhiều trong việc làm sạch và phòng tránh vi khuẩn, vi-rút lây lan. Tuy nhiên,
phần lớn các loại nước rửa tay khô trên thị trường hiện này đều là những sản phẩm chứa cồn và hương
liệu, những thành phần này tuy có tác dụng diệt khuẩn vượt trội nhưng với tần suất sử dụng liên tục
hàng ngày có thể gây ra các vấn đề da liễu như khô da, kích ứng và dị ứng trên da.
Để giải quyết được vấn đề này, chúng mình đang trong quá trình khảo sát, nghiên cứu để cho ra mắt
một loại nước rửa tay mới cùng bảng thành phần lành tính, loại bỏ những thành phần gốc cồn, không
gây hại đến làn da người tiêu dùng đến từ Lifebuoy - Nhãn Hiệu Sạch Khuẩn Số 1 Thế Giới. Để phục vụ
cho việc phát triển và ra mắt sản phẩm, bảng khảo sát sau đây bao gồm một số câu hỏi nhằm thu
nhập thông tin về "Nhân tố ảnh hưởng đến ý định sử dụng Gel rửa tay Organic của giới trẻ tại Hà Nội".

P A G E 37
P A G E 38
P A G E 39
 STUDENT CONTRIBUTION

Team members Student codes Contribution

Đặng Nhật Anh 11210302 1.1

Vũ Minh Châu
11211023 1.2

Nguyễn Hồng Hạnh 11212106 0,8

Lê Thái Linh 11213187 0,8

Phạm Ngọc Sáng 11219791 0,9

Phan Thảo Ngân 11214234 1

Trần Thị Hải Yến 11219834 1.2