Internal & External Influences MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOR

Sai Gon South Campus, Semester 2/2021

Lecturer: Khanh Nguyen Yen

2

Agenda
PRESENTATION MAIN CONTENT

INTRODUCTION
INTERNAL INFLUENCES For future developments.
Learning, Motivation, and Attitude.

EXTERNAL INFLUENCES
REFERENCES
01
Demographics, Cultural values, and
Group influences. 03
Brief information on the brand and its current
02 04
RECOMMENDATIONS
performance.
05
3

Team Introduction
MEDIUM SHOTS OF
TEAM MEMBERS

1 Nguyen My Vy - s3863940
2 Nguyen Bui Anh Thu - s3864216
3 Nguyen Thi Mai Anh - s3877676
4 Pham Minh Tien - ss3635167
5 Pham Nguyen Hanh Ngan - s3851925
6 Tran Thu Phuong - s3741000
4
 Introduction
COMPANY HISTORY

1806 1873 1996

1908 2007
Colgate was a small shop selling soap and
candles in New York (Colgate Palmolive 2021). Started selling toothpaste in tubes (Boyd 2016). Colgate Palmolive Vietnam was found (Colgate n.d.)

Tran Thu Phuong - s3741000 toothpaste (Boyd 2016). brands to jump into the Vietnam market
Introduced their first Colgate became one of the first global (Tran 2019).
5
 Company Offerings
PRODUCTS IN VIETNAM MARKET

TOOTHPASTE
TOOTHBRUSH
MOUTHWASH
MaxFresh, Sensitive Pro-Relief,
Colgate 306, Premier Clean,
Fresh Tea, Ice, Peppermint Fresh,
Optic White, etc.
Slimsoft Charcoal, Slimsoft
Bamboo Charcoal Mint, etc.
Advanced, etc.
Tran Thu Phuong - s3741000
BETTER TEETH
Preventing tooth decay,
preventing dental plaque,
reducing tooth sensitivity,
controlling dental calculus, etc. Tran Thu Phuong - s3741000

Company Offerings
BENEFITS OF PRODUCTS

BETTER BREATH
Fresher breath and no more
bad smell.
BETTER LIFE QUALITY
Improve oral health of you and
your family.

BETTER CONFIDENCE
Impress other people from the
first meet with your smile ☺
7

Competitors
MAJOR RIVALS AND MARKET SHARE (IN 2020)

29.7% 18.4% 12.5% 12.3%

P/S COLGATE CLOSEUP ORAL-B

Company: Unilever Vietnam Company: Colgate-Palmolive Company: Unilever Vietnam Company: Oral-B (Vietnam) Ltd
International Co Ltd (Vietnam) Co Ltd International Co Ltd
 (Data extracted from Euromonitor International)

Tran Thu Phuong - s3741000

PSYCHOGRAPHIC Tran Thu Phuong - s3741000

Social class: Low to medium

Personality traits: want things
done effectively, pay attention to
Target Customer
oral health 8
Lifestyle: occupied with work, seek
for and follow new trends

BASED ON CUSTOMER PROFILES ON SOCIAL MEDIA

BEHAVIORAL GEOGRAPHIC

Loyalty: High Semi-urban and urban areas.

User-rate: Heavy
Benefits sought: fresh breath, white
teeth, good oral health, confidence
when communicating, etc.
 DEMOGRAPHIC

Age: 16+
Gender: All genders
Income: Low to middle
Occupation: Students, workers, etc.
Education: Varies
Marital status: Single/Married
9

Internal
Influences
CLASSICAL CONDITIONING LEARNING
Miu Le x Colgate TVC (2020) • 5-second advertising → send good advertising message, avoid skipping from
Lang lD x Colgate TVC (2021)
customers. • Approach more than 12,000 views → high engagement

Pham Minh Tien - s3635167 • Internal search.

(All photos captured on YouTube for assignment).
10

Internal Influences
OPERANT CONDITIONING LEARNING
 Operant conditioning learning is a type of learning that focuses on reinforcing desirable
behavior. (Pachauri 2001), which creates motivation to buy and increase customer loyalty.

(All photos captured for assignment)

Pham Minh Tien - s3635167

11

Internal Influences
ICONIC ROLE LEARNING: THE POWER OF SMILING
Colgate Vietnam Facebook video Colgate Vietnam website thumbnail Colgate Vietnam webpost

Pham Minh Tien - s3635167 existent conditioning (Carmen 2008). It creates a brand image and shape their tone of
Icon role learning is the learning from the combination of two or more concepts in the non voice. (All photos captured for assignment.)

12

Internal Influences
ICONIC ROLE LEARNING: COOL FRESH
 Colgate promotion photos mentioning the keyword “the mát” (“cool fresh”)
(Captured for assignment)

Pham Minh Tien - s3635167

13

Internal Influences
VICARIOUS LEARNING
Colgate is the best-selling toothpaste and recommended by TVC featuring pop star Miu Le (2020).
dentists (2018).
Doctor is the excellent influencer when building trust with customer. Use famous influencers as role models to connect with customers.

Pham Minh Tien - s3635167 consequence others’ behaviors. (All screenshots captured for assignment)
According to Mayes (2015), vicarious learning means learning form the
14

Internal Influences
REASONING LEARNING
Figure. Colgate online library on oral health on their website (2021). Captured for assignment.
01 02
03
A combination of existing knowledge and new information (Watherschoot et al. 2008).

Application

Many useful information provide on Facebook posts and YouTube videos.

Pham Minh Tien - s3635167
Application
Definition
Building an online health care library on their website.
15

Internal Influences
COGNITIVE PRESERVATION MOTIVES

CAUSATION

Create videos and write articles about symptoms of oral issues

→ Help audiences identify their problems and trigger them to find

solution
 Figure. Colgate content on YouTube and official website talking about
tips to maintain oral health. Captured for assignment.

Nguyen Bui Anh Thu - s3864216

16

Internal Influences
COGNITIVE PRESERVATION MOTIVES

CATEGORIZATION

• Divide products into groups on website

• Categorize products based on their functions on Shopee and

Lazada.

→ Customers can easily find product information.

→ Ensure satisfying consumer experience while online shopping.

 Figure. Colgate product categories on official website, Shopee,
and Lazada. Captured for assignment.

Nguyen Bui Anh Thu - s3864216

17

Internal Influences
COGNITIVE GROWTH MOTIVES
 NOVELTY

• Vietnamese consumers have a high demand on herbal

and natural products because of healthy lifestyle
(Euromonitor International 2021).
• They also start to follow sustainable trends
(Vietnam News 2020).

→ Promote innovative products containing natural

ingredients with recyclable packaging to meet high
demand in Vietnamese market.
 Figure. Colgate Facebook post to promote the new Colgate
matcha toothpaste (2021). Captured for assignment.

Nguyen Bui Anh Thu - s3864216

18

Internal Influences
COGNITIVE GROWTH MOTIVES

UTILITARIAN

• Have different toothpastes, toothbrushes and mouthwashes that

meet the needs of people with different oral conditions.
• Create tips and guides for oral care.

Figure. Colgate Facebook post on tips to have a bright smile(2020).

Captured for assignment.
Nguyen Bui Anh Thu - s3864216
19

Internal Influences
AFFECTIVE GROWTH MOTIVES
 ASSERTION

The youth are more confident to express themselves on

online world than in reality (WARC 2017).
→ Created MaxFresh challenges to enhance their confidence
in both virtual and real life (WARC 2017).

• Continue the confidence boosting program with online

campaigns due to the pandemic: MaxFresh “Thang Hang Tu
Tin” in 2020 and “Rapper Tu Tin” in 2021.
→ Promote new product in MaxFresh line, focusing on Gen Z.
 Figure. Colgate Facebook post to promote their collaboration
with rapper Lang LD (2021). Captured for assignment.
Nguyen Bui Anh Thu - s3864216
20

Internal Influences
AFFECTIVE GROWTH MOTIVES

AFFILIATION

• Share tips to help parents take care of their children’s oral health.
• Encourage parents to play with their children.

→ Improve bond between parents and children

→ Make an impression on parents

→ More likely to be on consideration list of oral care products for kids

Figure. Colgate Facebook post on protecting oral health of children

(2020). Captured for assignment.
Nguyen Bui Anh Thu - s3864216
21

Internal Influences
AFFECTIVE GROWTH MOTIVES

MODELLING

Rappers participating in Rap Viet have become famous

influencers to the youth since 2020 (Ngoc 2021).

→ Having Lang LD as an influencer for the latest campaign of

Colgate MaxFresh to attract primarily Gen Z.

Figure. Colgate Facebook post to promote their competition in

collaboration with rapper Lang LD (2021). Captured for assignment.

Nguyen Bui Anh Thu - s3864216

 22

Internal
Influences
ATTITUDE: AFFECTIVE COMPONENTS

01 02 03
Definition

Represent the feeling or emotional reaction of customer (Quester et al.

2013).

Positive performance

Majority of customers love using Colgate products.

Shortcoming

A small number of customers are not satisfied with the quality of the
Colgate toothpaste.
Increase reputation and push for higher demand for
 04 the products.
Recommendation for the brand

Pham Minh Tien - s3635167 Figure. Customers reviews on Colgate Vietnam official
Shopee. Captured for assignment.
23

Internal Influences
ATTITUDE: COGNITIVE COMPONENTS

Strengths: High brand recognition, beliefs, and

loyal customers

Because Colgate has created a good brand image in

customers’ mind, many people still rate the products
with 5 stars despite not even having tried them out.
 Figure. Customers’ reviews on Colgate Vietnam official Shopee.
Captured for assignment.

Pham Minh Tien - s3635167

24

Internal
Influences
ATTITUDE: BEHAVIOURAL COMPONENTS

popular music stars.

01 02 -> Stimulate the youth to take part in the competition and consume the product.

Produce natural products with recyclable packaging.

→ Encourage green consumers to purchase. However, this recyclable-packaging

Activate campaign for MaxFresh Limited Edition with valuable rewards and product is not promoted frequently.

Figure. A Colgate toothpaste promotion photo (source: The Jakarta Post)

Nguyen Bui Anh Thu - s3864216
25
 External Influences
80%
CULTURAL VALUES
59% 57%
80% OF VIETNAMESE
57% ~59% OF VIETNAMESE
Have dental issue. Are concerned about bad breath.

~57% OF VIETNAMESE Are concerned about color of teeth.

~57% OF VIETNAMESE Are concerned about decayed teeth.

Repetitive use of keywords relating to Cleanliness and Dental Hygiene to match with Vietnamese consumers’ most concern on dental health products. • Color of teeth

→ Needs whitening

• Decayed Teeth → Needs deep cleansing daily to prevent tooth decay. Pham Nguyen Hanh Ngan - s3851925

26
Cultural Values
ENVIRONMENT-ORIENTED VALUE: CLEANLINESS

Figure. Surveys on Pham Nguyen Hanh Ngan - s3851925

Vietnamese on Repetitive usage of keywords relating to Cleanliness and Dental
concerns about teeth Hygiene to match with Vietnamese consumers’ most concern on
and dental problems. dental health products.
For example: “sạch sâu” - deep cleansing, “trắng sáng” - whitening”.
Captured for
assignment. (Captured for assignment)

27

Cultural Values
ENVIRONMENT-ORIENTED VALUE: CLEANLINESS
 Facebook posts mentioning the keyword “sức khỏe răng miệng” (“dental hygiene”).
(Captured for assignment)

Pham Nguyen Hanh Ngan - s3851925

28

Cultural Values
ENVIRONMENT-ORIENTED VALUE: CLEANLINESS
 Facebook posts mentioning the keyword “làm trắng răng” (“whitening”, “bright”).
(Captured for assignment)

Pham Nguyen Hanh Ngan - s3851925

29

Cultural Values
ENVIRONMENT-ORIENTED VALUE: NATURE
 According to a research of Q&Me, in Vietnam, over
50% of people from 16+ highly pay attention to the
environment.
Since 2017, Colgate Vietnam shows very little effort on Natural or
Environmental factors.

In 2020, despite the high attention paid to the environment from

Vietnamese people, Colgate had only 1 post on their social media
page to promote their recyclable packaging.

→ Environmental Wellness has not been applied into marketing by

Colgate Vietnam.

Figure. Colgate Vietnam Facebook post mentioning recyclable packaging

(2020). Captured for assignment.

Pham Nguyen Hanh Ngan - s3851925

30

Cultural Values
OTHER-ORIENTED VALUE: MOTHER/PARENTHOOD
 Promotion post
Facebook caption YouTube TVC

Colgate Vietnam magnifies the benefits for children oral health via social media posts to encourage
purchase from parents, based on the Vietnamese’s culture of close family ties and the image of Mother
Child (“Mẹ & Bé”) relationship. Screenshots captured for assignment.
Pham Nguyen Hanh Ngan - s3851925
31

Cultural Values
SELF-ORIENTED VALUE: LIFESTYLE
(MODERN/ACTIVE/CONFIDENT)
Miu Le & Colgate Max Fresh:Tự Tin Sảng Khoái, Ngại Gì Gặp Gỡ (Fresh and Lang lD & Colgate Max Fresh: Rapper Tự Tin (Confident Rapper)
Confident, No Limitations)

Linking a modern, confident mental state to Colgate’s products to reach and attract young customers (16-34).
Above are some highlighted campaigns that promotes the confident mental status and active lifestyle of Colgate
Vietnam. Pham Nguyen Hanh Ngan - s3851925
CONCERNS: VIETNAM COMMUNICATION: VIETNAM
32

Cultural Values
VIETNAM VS. INTERNATIONAL MARKET
Children dental hygiene and confident boost for the young Pham Nguyen Hanh Ngan - s3851925
generation.
Social campaigns via social media platforms.

CONCERNS: CHINA
Confident and credibility of men at workplace. COMMUNICATION: CHINA
Traditional TVC, big promotional offline events.

CONCERNS: THE U.S.

COMMUNICATION: THE U.S.
Dental hygiene, first world problems.
Social/community-related campaigns, public billboards, public marketing vehicles.
33

Photo Gallery
EXAMPLES OF COLGATE MARKETING IN OTHER COUNTIRES
 China: Advertising
A Colgate Chinese TVC on a
mouthwash (2012). Captured for
assignment.
Pham Nguyen Hanh Ngan - s3851925
China: Communication
A big event held by Colgate China.
Downloaded for assignment.
The U.S.: Advertising The U.S.: Communication
A YouTube video of Colgate US A public billboard in the U.S.
encouraging people to save water reminding people to save water.
(2016). Captured for assignment. Downloaded for assignment.

12.80% DISTRIBUTION OF THE WORK FORCE

Demographics According to Ken Research, WTO Center (2019)

In the Vietnamese dental hygiene industry, 15-35 age group (Gen Z and
Millennials) generates highest revenue for dental hygiene services and
→ Marketers should focus on attracting groups of Gen Z & Millennials.
products, as they are more cautious about dental health.

48.30% 38.90% 15 – 24 years old 12.80% of the work force

40+ years old 25 – 39 years old 38.90% of the work force

48.30% of the work force

(Data extracted from Department of Population and Labour Statistics,

as of 2019)

Pham Nguyen Hanh Ngan - s3851925

Demographics
Income
35

HOW COLGATE ATTRACTS GEN Z & MILLENNIALS

 Interests

According to Ouelette (2019) 56% of

people with FOMO are aged 18-30, and
Lypnytska (2019) predicted that 40% of
online shoppers will be Gen Z.
→ Colgate works with well-known
influencers and uses trending/catchy
phrases on social media posts.
→ Colgate is active on social media and
usually hold online marketing activities.
Pham Nguyen Hanh Ngan - s3851925
In average, a Gen Z earns ~2.4m VND/month (Decision Lab 2015) and a millennial
earns ~6.3m VND/month (General Statistics Office of Vietnam n.d.) → Colgate has a
suitable price range (25,000VND - 125,000VND) and lasts quite long (~3 months).

Communication Platforms Shopping Habits

37% of Gen Z learn about new brands via
social media ads (Decision Lab n.d.).
Decision Lab (n.d.) and Statista (n.d.)
shows that 56% and 16% of Gen Z and
Millennials respectively use TikTok.
According to Deloitte (2020), 68% of Vietnamese Gen Z and millennials prefer
modern trade over traditional trade for personal care products.
→ Colgate is available in both online and offline distributions and has official
profiles on various e-commerce sites.

36

Group
Influences
GENERAL COMMENT
According to Hoyer & MacInnis (2007)
• Informational influence is considered effective when
products are complex and when the purchase and
usage of products are deemed as risky.
• Normative influence is for products that are considered
as luxuries and are a significant aspect of group
membership

→ Colgate - belonging to the FMCG category - do not

have the opportunity to take full advantage of these
influences

Figure. The Colgate Clock on the Hudson, Jersey City, New Jersey (source: Pinterest)
Nguyen Thi
Mai Anh – s3877676
37

Informational
Influences
THE IMAGE OF FAMILY

Lumen Learning (n.d.) stated “most people are

 who they are because of their parents”

Colgate embraces the image of family, as shown on its website and in

its TVCs.

Family members influence each other’s future consumption decisions

→ Members/children of families that use Colgate will learn about

Colgate since a young age and tend to bias Colgate in their future
purchase decisions.

Figure. Colgate TVC “Protecting oral health for our whole family. Family
comes first” on YouTube (2018). Captured for assignment.

Nguyen Thi Mai Anh – s3877676

38

Identification Influences
THE USE OF CELEBRITIES
Miu Le “Utmost Freshness, Utmost Confidence” TVC (2020) More than 28 Lang lD “Confident Rapper” TVC (2021)
million views on YouTube (screenshot for assignment). More than 3.5 million views on YouTube (screenshot for assignment).

According to Lumen (n.d.), celebrities can be used as a reference group to influence customers to buy
because people who look up to them tend to desire to be like their idols.
Nguyen Thi Mai Anh – s3877676

EVALUATION
• These TVCs gained significantly higher
views (unit = millions) compared to other
TVCs done by Colgate → effective in
terms of attracting customers.
• These TVCs appeal to Gen Z (target
 customers of these campaigns), especially
those who are fans of Miu Lê and Lăng LD
→ high chances of purchase.

Nguyen Thi Mai Anh – s3877676

40

Recommendations
EVALUATION ON CURRENT MARKETING PERFORMANCE

01 03
02 Figure. Colgate toothpaste tubes displayed on a shelf (source: Bloomberg).

HIGH BRAND AWARENESS

One of the most popular dental hygiene brands in Vietnam. Related to promoting environmental-friendly products.

GOOD UNDERSTANDING OF CUSTOMERS

Catches market trends quickly with impressive and trendy TVCs and social media
content.
Nguyen My Vy - s3863940
SHORTCOMINGS
41

Recommendations
BOOST PROMOTIONS OF ECO-FRIENDLY PRODUCTS

66% 38% 41%

66% 63% 57%
60%

47%
 Data extracted from a Q&Me research on what Vietnamese do to save the environment (2021).

Buy eco-friendly products Nguyen My Vy - s3863940 Seperate the garbage by types Use energy-saving products
Save electricity usage Use eco bags Reuse old products Use refilled products
Save water usage

Nguyen My Vy - s3863940

Figure. Colgate toothpaste and toothbrush (source: Bloomberg) 42

MAIN TARGET MARKET

People aged 16+ are the main target audience of
Colgate. >50% OF VIETNAMESE AGED 16+
 Are strongly concerned about environmental aspects.
43

Recommendations
BOOST PROMOTIONS OF ECO-FRIENDLY PRODUCTS

BRAND ACTIONS
DESIRED END RESULT
Put more effort in advertising eco-friendly products and
Improve oral health of you and your family while saving
show consumers that they care about the environment
the environment.
through credible social and environmental campaigns.

BRAND IMAGE
CUSTOMERS’ RESPONSE
Positively enhanced in customers’ perception.
 Attitude and motivation are affected positively towards
purchasing Colgate products

Nguyen My Vy - s3863940

Recommend
44

ations CAMPAIGNS TO GIVE BACK

TO THE SOCIETY, ESPECIALLY DURING COVID-19

Colgate can establish new promotions or marketing

01
campaigns
related to charity and social contributions, such as
supporting the
COVID-19 pandemic situation in Vietnam by donating a
specific
amount of profit from each product to governmental

02
anti-epidemic
organizations in Vietnam.

ENHANCE BRAND REPUTATION

03
MOTIVATE PURCHASE AND BOOST SALES INCREASE CUSTOMER LOYALTY
 45

Recommendations
CAMPAIGNS TO GIVE BACK TO THE SOCIETY, ESPECIALLY DURING COVID-19

Yanstan (n.d.) Nguyen My Vy - s3863940

Louis (2014)
Charity support is the most trusted action to help brands to be
positively viewed and significantly differ from competitors. Consumers appreciate and support socially conscious businesses
because customers become more emotionally invested.

Louis (2014)
Chernev & Blair (2015)
The probability that customers purchase a product related to a
charity is 85%. Customers perceive companies with high social consciousness as
trustworthy and ethical and are more willing to choose products
from these brands.
Yanstan (n.d.)
Chernev & Blair (2015)
~47% of consumers worldwide tend to be more loyal to a
The 'benevolent halo effect’ causes the positive attitude for the brand to
company that assists social or environmental issues & 53% of convert to great trust for the company’s products.
consumers will recommend products or services from these
responsible companies to others.
 References
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viewed 3 September 2021, Cimigo 2021, Vietnam Consumer Trends, www.cimigo.com, viewed 27 August 2021,
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