Professional Documents
Culture Documents
Luận 8519 LeHuuPhat 2611
Luận 8519 LeHuuPhat 2611
UNIVERSITY OF FINANCE-MARKETING
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LECTURER’S COMMENTS
RESULT
Ngaøy............thaùng..........naêm..............
(Score in word) ĐẶNG HUỲNH PHƯƠNG
(Hoï teân vaø chöõ kyù cuûa
GV höôùng daãn)
MARKETING DEPARTMENT
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THANKS
First of all, my group would like to express our sincere thanks to the management
board, the teachers of the University of Finance and Marketing for creating favorable
conditions for my group to complete the thesis topic and complete the final exam.
It is unavoidable that my group will make mistakes while taking the test; we hope to
receive useful suggestions on the work from the teacher to the team, and we will strive to
improve in the future.
Sincerely !
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TABLE OF CONTENTS
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2.2.5.1. General public ............................................................................................... 9
2.2.5.2. Media public .................................................................................................. 9
2.3. SWOT .............................................................................................................. 9
CHAPTER 3: MARKETING STRATEGY ........................................................ 11
3.1. SEGMENTATION....................................................................................... 11
3.2. TARGETING ............................................................................................... 13
3.2.1. TARGETING STRATEGY............................................................................... 13
3.2.2. TARGET MARKETS ....................................................................................... 13
3.3. DIFFERENTIATION .................................................................................. 14
3.3.1. PRODUCT DIFFERENTIATION .................................................................... 14
3.3.2. IMAGE DIFFERENTATION ........................................................................... 14
3.4. POSITIONING............................................................................................. 15
3.4.1. POSITIONING MAPS ...................................................................................... 15
3.4.2.VALUE PROPOSITION .................................................................................... 16
CHAPTER 4: MARKETING MIX ...................................................................... 17
4.1. PRODUCT .................................................................................................... 17
4.1.1. DOVE’S PRODUCT ......................................................................................... 17
4.1.1.1. Level of Dove’s product .............................................................................. 17
4.1.1.2. Product classification .................................................................................. 17
4.1.2. PRODUCT STRATEGY ................................................................................... 17
4.1.2.1. Product mix ................................................................................................. 17
4.1.2.2. Brand ........................................................................................................... 18
4.1.2.3. Design .......................................................................................................... 18
4.1.2.4. Packaging .................................................................................................... 18
4.1.2.5. Product Support Services ............................................................................ 19
4.2. PRICE ........................................................................................................... 19
4.2.1. INTERNAL AND EXTERNAL FACTORS .................................................... 19
4.2.1.1. Internal factors ............................................................................................. 19
4.2.1.2. External factors............................................................................................ 20
4.2.1.2.1. Types of market .................................................................................... 20
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4.2.1.2.2.The demand ............................................................................................ 20
4.2.1.2.3. Psychological factors of customers....................................................... 21
4.2.1.3. Competitors ................................................................................................. 21
4.2.2.VALUE-PRICING ............................................................................................. 21
4.2.2.1. Customer perception of value ..................................................................... 21
4.2.2.2. Base on competition .................................................................................... 22
4.2.3. PRICING STRATEGY ..................................................................................... 22
4.2.3.1. New-product pricing strategies market -skimming pricing ........................ 22
4.2.3.2. Contribution................................................................................................. 23
4.2.4. CHANGE PRICE .............................................................................................. 23
4.2.4.1. Buyer Reactions to Price Changes .............................................................. 23
4.2.4.2. Responding to Price Changes ...................................................................... 23
4.3. PLACE .......................................................................................................... 24
4.3.1. SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK ................. 24
4.3.1.1. Distribution .................................................................................................. 24
4.3.1.2. Flow in marketing chanel ............................................................................ 24
4.3.1.3. Channel of distribution ................................................................................ 24
4.3.1.4. Support and build distribution channels in many areas .............................. 24
4.3.1.4.1. Manufacturing ....................................................................................... 24
4.3.1.4.2. Logistics ................................................................................................ 25
4.3.1.4.3. Marketing .............................................................................................. 25
4.3.1.4.4. Sales ...................................................................................................... 25
4.3.1.5.VMS-Vertical Marketing System................................................................. 25
4.3.1.6.HMS-Horizontal Marketing System ............................................................ 25
4.3.1.7. Other distribution channel system ............................................................... 25
4.3.2. CHANEL DESIGN DECISION ........................................................................ 26
4.3.2.1. Set a channel goal ........................................................................................ 26
4.3.2.2. Analyze consumer needs ............................................................................. 26
4.3.3. ADVANTAGES AND DISADVANTAGES OF DISTRIBUTION
CHANNELS ................................................................................................................ 26
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4.3.3.1. Advantages .................................................................................................. 26
4.3.3.2. Disadvantages .............................................................................................. 26
4.3.3.3. Solution to solve .......................................................................................... 27
4.3.4. MATERIAL DISTRIBUTION .......................................................................... 27
4.3.4.1. The goal of physical distribution ................................................................. 27
4.3.4.2. The nature of the distribution of matter ...................................................... 27
4.3.4.3. Distribution decisions .................................................................................. 27
4.3.5. RETAIL FORMS............................................................................................... 28
4.4. PROMOTION .............................................................................................. 29
4.4.1. COMMUNICATION MODEL ......................................................................... 29
4.4.2. ADVERTISING (DOVE’S 5MS) ..................................................................... 29
4.4.2.1. Mission ........................................................................................................ 29
4.4.2.2. Money .......................................................................................................... 29
4.4.2.3. Message ....................................................................................................... 30
4.4.2.4. Media ........................................................................................................... 33
4.4.2.5. Measuring the success ................................................................................. 33
4.4.3. DISCOUNT PROMOTION .............................................................................. 33
4.4.4. PUBLIC RELATIONS ...................................................................................... 34
4.4.5. PERSONAL SELLING ..................................................................................... 34
4.4.6. DIRECT MARKETING .................................................................................... 35
CHAPTER 5: PROPOSAL ................................................................................... 36
5.1. INSIGHT: ..................................................................................................... 36
5.1.1. ANALYTICS INSIGHT .................................................................................... 36
5.1.2. INSIGHT ........................................................................................................... 36
5.2.IDEA ............................................................................................................... 36
5.2.1.KEY MESSAGE ................................................................................................ 36
5.2.2. SUMMARY OF THE IMPLEMENTATION PROCESS................................. 37
5.2.2.1. Phase 1: Create a trend to change yourself ................................................. 37
5.2.2.2. Phase 2: With Dove. Find authentic hair..................................................... 37
REFERENCE ......................................................................................................... 38
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LIST OF ABBREVIATIONS
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CONTENT OF PICTURES
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EXECUTIVE SUMMARY
Vietnam's economy is fast-paced and demanding. In order to develop a development
strategy in Vietnam, brands must have a clear vision. Our group was impressed by Dove of
Unilever's strategy after learning and learning. We would like to introduce an overview of
the business through this essay in order to analyze the environment from micro to macro as
well as the business's SWOT. Our group will examine the brand's STP and marketing-mix
strategies in the following two sections. As a result, insight and a few ideas are provided,
allowing the brand to maintain and grow in the future.
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CHAPTER 1: AN OVERVIEW OF BUSINESS AND BRAND
1.1.HISTORY AND DEVELOPMENT
1.1.1. INTRODUCING UNILEVER’S BUSINESS
Unilever is the world's leading manufacturing brand. Unilever operates mainly in the
household, food and personal care products industries. Unilever's products achieve high
annual sales of more than 1 billion dollars in the world: Knorr, Lipton, Omo, Dove, Sunsilk,
... some other products include: Pond's, Suave, Axe, Vaseline, Snuggles.
With Unilever’s annual revenue reaching nearly 50 billion USD, this business can
confidently compare with some big companies in terms of annual revenue such as: Nestle
(about 69 billion USD), Kraft foods (about 34 billion USD).
Unilever was founded in 1930 by the merger of UK-based soap maker company Lever
Brothers and the Dutch margarine maker Margarine Unie since both companies’ trade in
vegetable oil-related products: soap (Lever Brothers) and oil (Margarine Unie). Unilever's
vegetable oil production had declined by the 1980s, but its commercial operations in the
Netherlands and the United Kingdom had grown into large multinational corporations with
operations in international markets, particularly India, Africa, Latin America, and Southeast
Asia. Unilever has positioned itself as having both local origins and a global reach.
11.2.THE LAUNCHING OF DOVE PRODUCT LINE
Dove is an American product that was created in the 1950s after World War II to care
for war burn victims. People believe that Dove has been present in the UK for a long time,
but the truth is that Dove's bath soap only arrived in the UK in 1992. It is a brand in four
categories of Lever Faberge.
In 1957, America has created a moisturizing bath soap, the Dove brand, that has
changed all consumer stereotypes because they believe bath soap helps to clean the skin.
Because it contains natural moisturizers, this product is extremely beneficial to humans. It
is, in particular, a cleansing product, but Dove does not irritate damaged skin.
Dermatologists have confirmed that this product is gentler than other similar products.
Use advertising and image messages: “Soap made by Dove does not dry the skin
because it contains up to a quarter of the lotion content”. Therefore, Dove has received the
love and trust of consumers and has become the leading brand of the bath soap in America.
In th 4 years of the 90s (1990-1994): Dove’s bath soap has reached the world and is
presented in 55 countries around the world.
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In 1995, Dove expands its product line to include shower gels, deodorants, facial
cleansers, hair care moisturizers and moisturizing lotions.
Main product lines:
• Hand cream: there are 2 types of hand cream.
• Bath soap: Dove Gentle Exfoliating,..
• Dove shower gel
• Body care: Dove Firming body lotion
• Deodorant roll was born in 1998 including roller, spray bottle and wax.
12.ENTERPRISES IN VIETNAM
Built and operating since 1995, headquartered in Cu Chi Industrial Park- Ho Chi Minh
City, 100% foreign investment capital. Up to now, in Viet Nam market, Dove’s products
have been widely used. Women love and use it thanks to its ability to restore damaged hair.
Dove has long been a popular and trusted brand representing damaged hair care products
in Viet Nam. In addition, with that strong development, Dove has deployed a large Hair
Salon system in Ho Chi Minh city and Ha Noi. Up to now, these hair salons are maintaining,
developing and have become large and prestigious Salons.
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world. It means that Vietnamese people's living standards are greater now than in the past,
and they are more concerned about the quality of their daily life.
In recent years, there has been a major shift in the distribution of income in Vietnam.
The percentage of upper-class and middle-class consumers are increasing. It demonstrates
that Vietnam's living standards are rising, and that people can now buy more products,
particularly shampoo, to take care of themselves.
Because of the impact of the Covid-19 outbreak, people's purchasing habits changed
in a variety of ways; they began to shop online instead of going to stores.
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2.1.3. CULTURAL
For hundreds of years, Vietnamese women have washed their hair with soapberry. As
a result, many companies have included soapberry flavor in their shampoos in order to
appeal to Vietnamese customers. Furthermore, some people used to believe that shampoos
contained a lot of chemicals and that using chemicals on their hair was dangerous. These
elements may have an impact on their profit and market growth in Vietnam.
Life style: People tend to use eco-friendly products with natural ingredients, they also
want to have natural beauty.
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2.1.4.2. Geographic shifts in population
Vietnam has recently experienced rapid urbanization. According to the General
Statistics Office of Vietnam, the average population in urban areas will increase from 36.3
percent in 2018 to 37.7 percent in 2020. (n.d.). People relocate to large cities such as Ho
Chi Minh City, Ha Noi, and Da Nang in search of better jobs and a higher standard of
living.
2.1.5. TECHNOLOGICAL
Dove has three distinct hair care technologies: Fibre Active, Micro Moisture serum,
and Trichazole Actives technology. Dove also provided customers with a hair damage
meter. The strength of this meter is that it can produce results comparable to those obtained
in laboratories, and it can measure anywhere while also displaying results to customers in
a timely manner. Dove is another brand that has had success with social media platforms
like Facebook and YouTube for customer interaction. Dove also created a website in a
variety of languages to showcase their products and communicate with their customers.
2.1.6. NATURAL
Unilever's use of ecologically friendly package design is a key goal that impacts the
company's benefits and determines its performance in many areas. Dove shampoo
packaging for the Vietnamese market comes in two varieties: sample and plastic bottle.
Both forms of packaging are made of low density polyethylence (LDPE) plastic, which is
identified by the code 4 (LDPE#4 ) on the back of the Dove shampoo container. According
to Wilcox, this type of plastic is one of the safest types of plastic for product packaging
because it is easily recyclable.
According to Unilever, animal testing will be phased out for all of their goods only if
it is absolutely necessary to protect human health and safety as well as the environment.
This procedure is governed by strict policies and is under the supervision of the
government.
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2.2. MICRO-ENVIRONMENT
2.2.1. SUPPLIERS
The Vietnam National Chemical Group (Vinachem) was established in 1995 by the
Prime Minister of Vietnam's Decision No 2180/TTg on the restructuring and reorganization
of the Vietnam National Chemical Corporation. In 2010, the company changed
into Limited Company and moved to Hanoi, Vietnam. Supplying raw materials to the
chemical industry was one of the group's main trade activities (Vinachem). In September
of 2010, Vinachem became a chemical supplier to Unilever. Unilever acquired Vinachem's
core ingredients, but it had to import other resources to create about $100 million each year.
As a result, both firms have chosen to work together to produce the necessary .The
cooperation brought significant benefits to Unilever.
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2.2.2.3. Marketing service agencies
Despite having their own marketing department, Unilever still works with Ogilvy &
Mather Vietnam in the advertising and marketing department. Ogilvy and Mather is
one of the world's largest advertising agencies. Advertising, promotion, relationship
marketing, digital marketing, and other services are provided by these company.
2.2.3. CUSTOMERS
With the advancement of media, the definition of beauty has become so limited that
“only the young, blond, and tall are beautiful.” Dove's products have taken this into
consideration, focusing on the true beauty of women, which includes not only youth and
slimness, but also women of all ages and skin colors from all over the world. As a result, in
contrast to other brand names. Therefore, unlike other brand names, Dove and its shampoo
products are targeting to women who are between 25 and 40.
2.2.4. COMPETITORS
2.2.4.1. Main competitors
Competitors like as Pantene, Sunsilk, Clear... have a significant impact on Dove
goods, such as losing segmentation, pushing more effort and budgets on advertising and
promotion, and being aware of the risk of losing a leading position in the Vietnamese
shampoo market.
Pantene: is a Procter & Gamble(P&G) brand that first entered Vietnam in 1995.
Pantene and its shampoo products recognized the importance of having healthy hair and
supplied good-looking and healthy hair to all women. Anti-dandruff shampoo, Smooth
Vitality shampoo, Lightweight shampoo, Smooth shampoo, Repair and Protect shampoo,
and Anti-breakage shampoo are the six primary Pantene's products in Vietnam.
Sunsilk: In 1995, they joined the Vietnamese market. Sunsilk has become one of the
most popular brand names among Vietnamese consumers thanks to careful steps. Sunsilk
also has a 13 percent share of the female shampoo market and is in a top three hair care and
hair conditioner brand in Vietnam.
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Double Rich of LG company is reasonable for various type of hairs such as damaged
hair or fine hair, thick hair. Its aim is keeping hair healthy and smooth. In Vietnam, Double
rich has five main products for hair care including Double Rich Soft & Smooth,
Double Rich Revitalizing, Double Rich Breakage Control, Double Rich Nutri & Smooth,
and Double Rich Anti-dandruff.
2.2.5. PUBLICS
2.2.5.1. General public
Following the announcement by the United States Department of Health and Human
Services that the amount of formaldehyde, also known as 1.4 dioxane, in some types of
shampoo from Johnson & Johnson or L'Oreal is too high and causes cancer in people,
Vietnamese consumers are more aware of the importance of using shampoo and prefer
shampoo from outside Vietnam market over domestic products (Bach & Nam 2009). It also
means that several large supermarkets, such as Coop mart or Maximart, will no longer
distribute shampoos until Formal Health agency decisions on product quality are issued
(Bach & Nam 2009). Customers will be less likely to use shampoo as a result of this
announcement. Dove, being one of the world's largest shampoo manufacturers, is also
negatively impacted
2.3. SWOT
STRENGTHS WEAKNESSES
- Dove is having a collaboration with world -Only appeals to women, using items
famous marketing companies like Mather and that aren't particularly popular among
Ogilvy males.
- Diversity of products, suitable for many -Unilever's pricing are a little too high
different needs for rural customers to pay, especially
- There are 5 production factories located in the those on a low income.
North such as Hanoi, the South has factories in -Intense competition for Dove in the
(FMCG) Fast Moving Consumer
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Cu Chi, Bien Hoa, Thu Duc City to produce Goods market means limited growth in
enough products for the Vietnamese market. market share
-Dove shampoo is sold in most supermarkets, - Although Unilever buys the majority
in addition to being distributed to markets or of its materials from Vinachem, it still
even small grocery stores. Sell online as well needs to import other materials. As a
as offline result, transportation, tax, and other
Dove is a popular shampoo among Vietnamese incidental charges increase the
consumers because it is a product of Unilever company's costs.
-a company that provides quality products
trusted by Vietnamese people.
OPPORTUNITIES THREATS
-Unilever initially arrived in Vietnam during -Several years ago, Dove encountered
the early stages of the Vietnamese market. rumors about products containing
After this year, the firm has provided a wide cancer-causing chemicals, causing
range of items, including Dove. It quickly damage to the brand.
established a household name in the shampoo - Big competitor with Unilever is P&G
market, attracting a large number of female in Vietnamese market. Both companies
customers in particular. The benefit of arriving arrived in Vietnam in 1995 at the same
early has provided the firm with a competitive time and offer a wide range of products
advantage over its competitors. in two industries: food and health care.
-Involvement of college students and Unilever's sales may be impacted by
collaboration with businesses can bring up new P&G. The reason for this is that both
possibilities. firms' goods are extremely convenient.
Women in Vietnam have long black hair as part However, P&G's products, which have
of their heritage and culture. The new Western a wide distribution and a huge market
hairstyle trend of short and colored hair is share, will benefit more than
becoming increasingly popular. Furthermore, Unilever's.
short hair may help individuals feel more -Dove competes with various shampoo
energetic and does not require a lot of time to brands from other countries, in
nurture. Because of its features, Vietnamese addition to domestic competitors.
ladies accept this style of hair. The new trend People are more likely to recommend
makes it easier for the company to enter the the highest-quality goods. As a result,
market. people do not hesitate to purchase
-As people's living standards rise, there is a foreign items that are highly effective.
greater need for health and aesthetic products. As a result, potential and loyal
It expands the company's production customers are lost. Unilever's
possibilities. production may be reduced.
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CHAPTER 3: MARKETING STRATEGY
3.1. SEGMENTATION
Geographic: all women, women aged 25-40 are mainly across the provinces, but
nowadays girls aged 10-17 are also being noticed.
SEGMENTATION
Segment: Teenagers ( 10-17) and college students and new graduates
Demographic Psychographic Behavourial
• Age: 10 to 25 Lifestyle: • Loyalty Status:
• Gender: • Young people watch TV, Youngsters always
Female entertainment programs and want to approach
• Income: surf the web every day. new things, but
Students who They are people who like everything gets
are advertising that is dynamic, boring quickly.
economically playful, attractive but still Their point of view
dependent on meaningful is always changing
their families • They are people who care and affected in
because they about their own beauty and many ways
have no health • Occasion: daily
income. The • However, college students uses
rest are tend to and classify • Usage rate:
financially information more wisely. In Medium product
independent addition, they have more users
• Occupation: opportunities to participate
mostly students in extracurricular activities
and understand more about
the world they live in.
Segment: Young adults
Demographic Psychographic Behavourial
• Age: 26 to 40 Lifestyle: Loyalty status:
• Gender: • they spend a lot of time and • They like high
Female money to make themselves quality products, in
• Income: more beautiful order, they will be
Customers are • They like to use products loyal customers.
mostly with beautiful designs and • Dove needs to invest
financially modern and luxurious a lot of time to
independent features
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and have a • They frequently dye and curl conquer this
stable income their hair. customer segment
• Occupation: Prefer hair care products • Occasion: daily use,
All that can enhance their Happy Women's
occupations damaged hair. The Day or holiday gift
(ex: doctors, products' quality is critical.
teachers, …)
Segment: Adults
Demographic Psychographic Behavourial
• Age: over 40 Lifestyle: • Loyalty Status:
• Gender: • Females over the age of 50 They want to save
Female are frequently concerned time and money by
• Income: about split ends, breakage, selecting the
middle-to-high lint, hair loss,… product that
income • They are financially self- provides the most
• Occupation: sufficient and conscious of satisfaction.
All their appearance. • Benefits sought:
occupations • They are the ones who buy Dove's shampoo
personal care products such treats hair loss at
as shampoo, body wash, .. low prices and are
with high quality for their available in
families and themselves. supermarkets and
• They have product usage stores, hairdresser.
experience. In addition, they
can be purchased at
e-commerce
platforms Shopee,
Lazada, ..
• Occasion: gift,
everyday uses
• Usage rate:
medium product
users.
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3.2. TARGETING
3.2.1. TARGETING STRATEGY
Because Vietnamese women have many hair problems, to meet that, Dove has
launched many different product lines that can best suit them. Mainly with the following 3
main types:
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Moreover, for women, hair is very important, as it gives them confidence and
enhances their own personal beauty. But at the age of 30, women have many hair problems
such as dry, broken, fibrous, split ends, thin and weak. With that in mind, Dove offers a
variety of shampoos for different hair problems, aiming to capture a large number of
customers in the market
In terms of spending, the national average household expenditure in 2020 is 2.89
million VND/person/month, up 13% from 2018. Expenditure on living accounts for 2.7
million VND per person per month, accounting for 93 percent of total household spending.
As a result, Vietnamese women between the ages of 25 and 40, who have purchasing
power for quality products, can now afford to purchase more Dove products than in the
past, since health is one of the top concerns of Vietnamese people. (according to a survey
conducted by Nielsen in the second quarter of 2020)
3.3. DIFFERENTIATION
Companies often compete with each other by offering points of difference. Unilever
in general and Dove in particular have been very skillful in choosing the difference in
images and products to capture market share.
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“For over 30 years, we've been using a variety of non-animal alternatives to test the
safety of our ingredients and products” (dove.com.vn). Dove has a policy that prohibits any
kinds of animal testing on their products. Their products are PETA approved, which leave
a positive brand image in the minds of customers.
3.4. POSITIONING
3.4.1. POSITIONING MAPS
Dove products have a high price and
relatively good quality. Meanwhile,
Tresemme is a good quality product
with a high price. Although there are
many other Dove shampoos that are
reasonably priced, in order to capture
the older customer market, Dove
needs to improve the quality better.
Other competitors such as Sunsilk,
Clear should also be noticed because
their prices are lower than Dove
(about 20,000 VND for 340g) but
also satisfy the needs of consumers.
Pic 3.1: Positing map with price and quality In the future, maybe they will
develop more hair care shampoos to
win customers.
This is a positioning map of brand
awareness and frequency of using
shampoos. Although, Dove is a brand
with high awareness (89.7%) but only
a small number of customers (about
12.8%) choose Dove to use as the
main and regular shampoo.
Meanwhile, brands such as Sunsilk,
Tresemme, and Clear are consumed
more despite lower awareness.
Therefore, Dove needs to carefully
examine the reason to fix it.
3.4.2.VALUE PROPOSITION
It can be said that Dove's “More
and More” is a rather special strategy
that helps them attract many customers
with hair concerns and compete with
Sunsilk, Clear. The price of Sunsilk and
CLEAR shampoo is approximately
VND 60,000 per 340 grams. On the
other hand, On the other hand, with
84,000, Dove brings products with
more benefits and many attractive
designs.
Pic 3.3: More and more strategy
Positioning statement
For over a decade, Dove has been working to
make beautiful a source of confidence instead of
anxiety. Their goal is to help girls and women raise
their self-esteem through a positive relationship
with their looks. In 2017, in honor of Dove's 60th
anniversary, they reaffirmed their commitment to
women worldwide by launching the Dove Real
Beauty Pledge, which consists of three vows:
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CHAPTER 4: MARKETING MIX
4.1. PRODUCT
4.1.1. DOVE’S PRODUCT
4.1.1.1. Level of Dove’s product
• Core product: Dove is specialized for women's hair care. The aim of Dove’s
shampoo product is to clean hairs, to solve hair’s problems such as hair fall, frizzy
hair, dry hair, damaged hair or dandruff.
• Actual product:
+ Dove’s brand: A famous brand for personal health care of Unilever. Dove’s Beauty
Bar is known as the #1 Dermatologist.
+ Dove’s logo is easily recognized relying on the peace pigeon.
+ Dove product’s feature: Protect hair’s color, keep it shiny and smooth
• Hair Care Product: Dove Intensive Repair Shampoo, Dove Oxygen Moisture
Conditioner, ..
• Augmented product: Dove provides online services such as: purchasing, shipping
and customer caring.
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• Dove Intensive Repair Series (included shampoo and conditioner) for damaged hair
• Dove Oxygen Moisture Series (included shampoo and conditioner) for moisturizing
hair
• Dove Nourishing Secret Series (included 3 types of shampoo and 4 types of
conditioners) for solving any hair’s problem
4.1.2.2. Brand
Brand name: Dove.
Brand symbol:
• Logo: Dove with the peace pigeon
• Slogan: Real Beauty
• Customer target: Female from 16 to 40 who valued natural, healthy beauty
products.
• Dove provides solutions for their hair problem.
Brand equity: Dove is one of the most famous brands in Viet Nam. We can find
Dove images from anywhere. In Viet Nam, people have become familiar with Dove for a
long time.
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information, production date, manufacturing location, and information about safety
techniques are printed on the packaging.
4.1.2.5. Product Support Services
Dove is currently implementing a "new beauty principle" that affects brand
communication with female customers. This principle is aimed at ordinary women,
broadening the concept of beauty to include women of various physiques and skin tones.
Dove demonstrates to female customers that it is a brand that truly understands and cares
about them. The process included
• Checking the health of the customer’s hair
• Advising customers on the right hairstyle
4.2. PRICE
4.2.1. INTERNAL AND EXTERNAL FACTORS
4.2.1.1. Internal factors
One of the company's objectives is to
increase market share by retaining the
strength of Dove products in order to
maintain a good position and image in
the hearts of consumers. Dove wants to
help women enhance their inner and
outer beauty by using their products . To
that end, Dove is focusing more on
creating compelling advertisements. Dove has used real women in their advertisements for
over 40 years without using technology to manipulate their models. As a result, its
advertisements are very honest, and consumers are more likely to trust it because they
believe they are similar to the models in the advertisement. Dove launched a successful
'Real Beauty' marketing campaign that drew a lot of positive feedback from customers.
Furthermore, Dove has implemented a variety of promotional strategies, including the
distribution of coupons, quantity discounts, trade-in allowances, sample testing services,
and the sponsorship of numerous
social activities .Furthermore, in
order to increase market share,
Dove offers a diverse range of
products that caters to consumers'
various needs and desires.
Another goal for Dove is to try to
outperform competitors by
19
improving the quality of their products in the future to meet the needs of upper-class
consumers.
Recognizing that the majority of people in rural areas have low incomes, Unilever Vietnam
has devised a pricing strategy to provide consumers with competitive prices. Instead of
importing raw materials, Unilever has collaborated with many local small and medium-
sized businesses to obtain them immediately. It is extremely profitable because the
company can reduce product costs while avoiding high taxes. Furthermore, to reduce
transportation and storage costs, the company has distributed production and packaging
across the country in the northern, central, and southern regions
Dove is currently in a growth phase, so it needs to improve product quality, pay closer
attention to product packaging, and invest in more appealing advertising campaigns.
4.2.1.2.2.The demand
The company must consider about the
relationship between the price charged and the
resulting demand level. In general, demand and
price are inversely related- that is, the higher the
price, the lower the demand. Consumers with
limited budgets probably will buy less of
something if its price is too high. If a decrease in
price can lead to an increase in demand, this indicates that there is demand elasticity. If
demand is elastic, sellers will consider lowering their prices, a lower price will produce
more total revenue. More than ever, companies need to understand the price sensitivity of
their customers and the trade-offs people are willing to make between price and products
characteristics
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4.2.1.2.3. Psychological factors of customers
Customers' willingness to pay is frequently influenced by psychological
factors. When customers are unfamiliar with the products, brands, or prices of competitors,
they are more likely to be skeptical of the product's price. They won't be able to accept the
price if they can't find a reason to satisfy their desire. Many customers acknowledge that
there is a strong relationship between price and product quality. They believe that a high
price equates to a high quality. Furthermore, consumers frequently compare the prices of
competing products.
Dove's price in the Vietnamese shampoo market is slightly higher than that of other
shampoos. Dove shampoo, on the other hand, makes a good impression on customers as a
high-quality product through a useful advertising campaign, luxurious and elegant design,
and demonstration of its excellent ability to care for damaged hair. As a result, customers
can be satisfied with the price of Dove shampoos.
4.2.1.3. Competitors
The prices of competitors have a
significant impact on a company's
pricing decisions. Since customers can
compare the prices of competing
products before purchasing a product,
the company must offer competitive
prices to meet customer demands and
maintain its competitive position.
The strengths of Unilever's Dove
shampoo are the same as those of P&G's
Pantene. Both brands are aimed at the middle class, are used for damaged hair, and have
received numerous positive customer reviews. Both products are of the same quality. As a
result, Dove is unable to outprice Pantene without losing customers. Instead, Dove shampoo
is priced similarly to Pantene, with both Dove and Pantene shampoos costing 84 000 VND
and 75 000 VND respectively.
4.2.2.VALUE-PRICING
4.2.2.1. Customer perception of value
Dove has focused on pricing products based on customer perceptions of their products
rather than just the seller's price. This value-based pricing allows businesses to easily
consider what prices are appropriate to meet the needs of customers while also bringing in
profits. Dove was also able to increase market share and customer loyalty when purchasing
products.
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4.2.2.2. Base on competition
The shampoo market in Vietnam is currently expanding at an increasing rate because
people have a greater sense of self-care and their incomes have increased. Dove's
competitors include Pantene, Clear, Sunsilk, and Double Rich. A price list for their products
in the Vietnamese market is shown in the chart below.
According to the chart, Dove is the second-most expensive shampoo, while Pantene
is the most expensive. This means that, while Dove offers the same quality as Pantene, they
offer a lower price to consumers. This means that, despite the fact that Dove and Pantene
have fairly similar quality, Dove has offered a more competitive price to the consumer.
However, the remaining competitors are Sunsilk, Clear, and Double Rich, all of which have
lower prices than Dove. This poses a challenge for Dove, forcing them to demonstrate that
the value of the product is high and worthy of the high price.
4.2.3.2. Contribution
Dove has offered many different prices, sizes, and types of shampoo, using product
line pricing to focus on specific customer groups. This means that Dove products are
suitable for different hair conditions.
~160.000 VND (750ml) for Dove Damage Therapy Intensive Repair Shampoo
~ 155.000 VND for Nutritive Therapy Nourishing Oil Care Shampoo
~90.000 VND for Dove Hair Fall Rescue Shampoo
~100.000VND for Dove Straight and Silky shampoo
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4.3. PLACE
4.3.1. SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK
4.3.1.1. Distribution
Since Dove is a subsidiary of Unilever, the issue of product distribution will be
handled by Unilever.
Factory: Unilever Vietnam has 5 factories: Cu Chi Industrial Park, Bien Hoa , Thu
Duc, Ha Noi
-> Directly at the factory, products are manufactured, packaged, and stocked.
Furthermore, in order to save and utilize human resources, it collaborates with many
domestic factories in production and processing activities, supplying production materials
and product packaging.
-> The number of products is sufficient to supply the country's 63 provinces and cities.
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4.3.2. CHANEL DESIGN DECISION
4.3.2.1. Set a channel goal
The goal is to alter or change people's social perceptions, particularly those of women.
Dove wants its product lines to have a positive impact on people, both physically and
emotionally, so that users have a positive perception of themselves and society.
4.3.3.2. Disadvantages
Because it is a company with foreign investment owned by foreign investors, it also
has an effect on customers' perceptions of the suitability of products when compared to
Vietnamese people.
26
Due to high costs, some technologies have yet to be implemented in Vietnam.
Others must be imported from abroad, which adds to the cost.
Marketing is still lacking, resulting in a failure to successfully implement a message
to users about the strengths of the company's products.
Product costs are still quite high in comparison to some developed countries.
Inadequacies in style and working environment because foreigners play a key role,
resulting in conflicts at times.
27
• Transportation: Businesses or intermediary distribution channels will go to
Unilever’s factory warehouse to transport goods.
• Marking bill of lading and delivery.
Decide on the warehouse to store goods: Unilever has a factory name Unilever
shampoo factory located in Thu Duc, HCM city and a factory in Cu Chi Industrial Park.
Both factories operate with high productivity to supply Dove shampoo products to serve
the needs of 3 regions Norths, Central and South.
Deciding on the amount of stock in the warehouse: Quantity of products available at
warehouse or at points of sale in bulk.
Deciding on the transport of goods:
• Transport shipment size: the larger the product shipment, the lower the cost per
tonnage per unit distance.
• Length of transport distance: the longer the distance, the lower the
transportation cost per unit of transport product.
• Type of means of transport: road, air… Each different type of means of
transport determines different freight rates.
4.3.5. RETAIL FORMS
Department stores/ shopping malls: Bach hoa xanh, AEON, Vincom…
Supermarkets: Big C, Vin mart, Coop mart…
Retail stores: grocery store, …
Direct retailing: at home, mobile sales in crowded places…
Retail via telecommunications and postal networks: Shopee, Lazada, sendo, facebook,
Email, ...
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4.4. PROMOTION
4.4.1. COMMUNICATION MODEL
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4.4.2.3. Message
The Real Beauty Campaign is a reminder to women that their beauty is derived from
their own personalities and power, not from a tube, an airbrush, or a cream.
Women frequently have a negative perception of their own beauty and constantly
underestimate themselves. Dove recognizes this and has launched the "Real Beauty"
campaign on a global scale to promote women's self-esteem. The campaign has reached
hundreds of millions of women around the world thanks to the video "Real Beauty
Sketches," which has become the most popular video of all time. The video clip depicts
several young women drawing their own faces so that an artist (sitting behind a curtain) can
sketch portraits of them. A third person will then draw their faces for the artist to sketch
into another portrait. The experiment revealed a significant difference between the two
drawings, which were depicted better by a third person than the self-described portrait.
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SOURCE: YouTube
Pic 4.7: “Dove Real Beauty Sketches”
With the desire and inspiration, the Real beauty campaign created the story of a young
girl who uses photoshop technology on her phone to create a portrait of herself with a
flawless beauty with makeup, standard facial contours before posting on social networks.
Although the video is about a new audience and only lasts a minute, it reminds viewers of
the brand's journey over the years to spread the "beauty comes from confidence" message.
32
The project honoring beauty has directed society to pay attention to the mentality of the
young generation, particularly teenagers - the subject of the most inner changes.
After eliciting sympathy and attention from society, the campaign also published 32
pages of a book about why young people are increasingly using social media and how to
easily help adults. redirect children's attention away from these negative influences.
4.4.2.4. Media
Use social media as the major platform
Public Relations and Event to fuel the social debate
Viral video “Real Beauty Sketches”
4.4.2.5. Measuring the success
Analyzing the website visits by using Google Analytics
Many likes and shares on Facebook, Instagram and Youtube
TV talk shows and TVC
Debating on Online Forums
The video “Real Beauty Sketches” reached 114 million views, 3.74 million shares
after 1 month of launch.
4.4.3. DISCOUNT PROMOTION
Customers who register for a guest account on Dove's website will receive a 20-40%
off Dove coupon. Customers also receive a variety of reward gifts when they shop on Dove-
affiliated online shopping sites.
Dove also launches promotions on women's holidays such as International Women's
Day and Vietnamese Women's Day.
Customers will receive a full refund with a coupon for the next purchase if there are
any issues with their purchase, such as incorrect delivery, faulty or expired products.
33
4.4.4. PUBLIC RELATIONS
Dove made a series of press announcements in 2019 as they prepared to launch
Dove “Beauty Rituals from Nature”, announcing the launch event on June 14 with the
appearance of special guests. Dove has never failed to pull off successful events when
launching new products.
34
SOURCE: Facebook Dove (2018)
5.1.2. INSIGHT
When you're always looking for a chance to be noticed, or simply want to rediscover
yourself. Then you're afraid because you can't do it yourself; afraid of all challenges; afraid
of failure; afraid of looking bad in the eyes of others; afraid that your hair isn't suitable for
you; afraid of wasting a lot of time changing the new one and then having to go back to the
old one. But have you considered this: What if the new one is truly lovely? What if the new
hairstyle is perfect for you? Will you keep the old one if the new one improves your image
and clearly demonstrates your personality? Simply take action. Instead of sitting there
pondering and hesitating, doubting something, then go out and find out the truth. You can
go back to the old style if it doesn't fit. It doesn't matter; at the very least, you tried. Be
assured that Dove will accompany you on your quest to discover yourself, the beauty you've
always desired.
5.2.IDEA
5.2.1.KEY MESSAGE
“Vượt qua giới hạn bản thân để tìm lại chính mình” -Using Vietnamese to convey
the best meaning
36
5.2.2. SUMMARY OF THE IMPLEMENTATION PROCESS
5.2.2.1. Phase 1: Create a trend to change yourself
Budget: 5 billion VND
Goal: Raise awareness of 100,000 new users.
Using social media platforms: Facebook, Tiktok, Instagram
Method:
Take pictures of yourself with different hairstyles that you think are attractive.
Hastag #dovevuotquagioihan
Prizes will be given to those who are creative and have a distinct personality.
5.2.2.2. Phase 2: With Dove. find authentic hair.
Budget: 5 billion VND
Goal: increase purchase by 50,000 users
Use communication in conjunction with distribution systems, agents and hair
care retailers,
Method:
Dove will go out and find the most popular hairstyles, or you may come up with new
ones yourself.
Print your own hair style on Dove product bottles.
Distributing products to hair care salons and hairdressing shops in Vietnam.
SOURCE: My group
Pic 5.1: Dove product bottles which have many different hairstyles
37
REFERENCE
https://www.unilever.com.vn/about/who-we-are/our-strategy/
https://marketingai.admicro.vn/unilever-chien-luoc-o-viet-nam/
https://www.unilever.com.vn/news/news-and-features/2018/guong-mat-moi-cua-
Unilever-Viet-Nam.html
https://www.unilever.com/Images/annual-report-and-accounts-2020_tcm244-
559824_en.pdf
https://www.unilever.com.vn/news/news-and-features/2018/guong-mat-moi-cua-
Unilever-Viet-Nam.html
https://www.unilever.com/brands/personal-care/dove.html
https://www.dove.com/vn/stories/about-dove/our-research.html
https://www.dove.com/vn/collections.html
https://www.dove.com/vn/home.html
https://www.dove.com/vn/stories/about-dove/dove-real-beauty-pledge.html
https://www.mbaskool.com/marketing-mix/products/16875-dove.html
https://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html
https://www.kantarworldpanel.com/global/News/Vietnam-Insight-Handbook-2020
https://www.kantarworldpanel.com/vn/News/ASIA-Pulse-Q4-2020
https://avada.io/resources/dove-marketing-strategy.html
https://www.youtube.com/watch?v=z2T-Rh838GA
https://www.youtube.com/watch?v=litXW91UauE
https://hanoimoi.com.vn/tin-tuc/Kinh-te/1000249/chi-cho-doi-song-chiem-93-tong-chi-
tieu-ho-gia-dinh-viet-nam
https://vietgiaitri.com/ve-dep-tu-phuong-hoi-tu-tai-su-kien-ra-mat-dove-nourishing-
secrets-20190616i4034358/
38
https://phuongnamdigital.com/vi/tin-tuc/buoc-tien-moi-trong-chien-dich-ve-dep-thuc-su-
cua-dove.html
https://www.brandsvietnam.com/16259-Dove-bong-benh-toc-may-Khi-marketing-la-su-
ket-hop-doc-dao-giua-nghe-thuat-va-cong-nghe-tu-PPLUS
https://vietgiaitri.com/ve-dep-tu-phuong-hoi-tu-tai-su-kien-ra-mat-dove-nourishing-
secrets-20190616i4034358/
https://text.123docz.net/document/308604-phan-tich-chien-luoc-kinh-doanh-cua-unilever-
viet-nam.htm
https://text.123docz.net/document/4184649-phan-tich-chien-luoc-marketing-mix-cua-
dong-san-pham-dove.htm
https://text.123docz.net/document/2602160-marketing-plan-of-dove-micro-and-
macro.htm
https://sage.edu.vn/blog/brandkey-chia-khoa-than-ki-trong-thanh-cong-cua-thuong-hieu-
dove/
https://www.lamdieu.com/review/sua-tam-dove/
https://qandme.net/vi/baibaocao/Cac-nhan-hieu-dau-goi-dau-pho-bien-nhat-tren-
thitruong-hang-tieu-dung-Viet-Nam.html
https://www.slideshare.net/asiaplus_inc/vietnamese-shampoo-usage-survey-en
https://www.slideshare.net/asiaplus_inc/vietnamese-shampoo-usage-and-brand-image
https://qandme.net/vi/baibaocao/Cac-nhan-hieu-dau-goi-dau-pho-bien-nhat-tren-
thitruong-hang-tieu-dung-Viet-Nam.html
https://vi.wikipedia.org/wiki/Nguy%C3%AAn_l%C3%BD_cung_-_c%E1%BA%A7u
https://marketing-insider.eu/three-levels-of-product/
39
PLAGIARSM CHECK OF DOVE’S ESSAY
a
b
Tool Turnitin
Last Submission date: 04-Jul-2021 12:59PM
c
TEAM REPORT
Assignment for each members
Lê Hữu Phát -*Chapter 5: 5.1,5.2
-*Chapter 4: 4.2.4, 4.3.1
-*Add: 2.1.2, 2.1.3, 4.4.2.3
-Divide assignments among members and report
-Complete editing
Ngô Phụng Cầm -*Chapter 3: 3.1, 3.2, 3.3, 3.4
-*Chapter 4: 4.2.1
-Check plagiarsm
-Check and correct errors in English (about 40% of contents)
Nguyễn Viết Hân -*Chapter 2: 2.1, 2.2, 2.3
-*Chapter 4: 4.2.2, 4.2.3
-Write “Thanks”
Nguyễn Thanh Danh -*Chapter 4: 41, 44
-Write “Excuetive Summary”:
-Make the cover
Nguyễn Hoàng -*Chapter 1: 1.1, 1.2,
Minh Thông -*Chapter 4: 4.3.2, 4.3.3, 4.3.4, 4.3.5
-Write “Thanks”
*The main member completes 80% of the work, the rest of the members contribute about 20%
for each part
Progress
15-18/6 My group researched and selected businesses such as Coca Cola,
Pepsi, Dutch Lady, Pond's, Dove, Knorr, Omo => 18/6 : Dove
19-20/6 The whole group consulted the sources and tried to capture as much
data as possible
Phát divides assignments among members
21-23/6 My group is free to complete the work
24-28/6 Phát synthesizes and updates content continuously
24 Cầm submits Chapter 3: 3.1, 3.2, 3.3, 3.4
Time to complete
Remark
Lê Hữu Phát: Assigns group work clearly, works hard for the team, has a high sense of
responsibility
Ngô Phụng Cầm: Has a high sense of responsibility at work, good English level, always
completes the assigned work well, always asks about the progress of the work
Nguyễn Viết Hân: Completes work well, complete article details, good responsible, pay
attention to the assignment.
Nguyễn Thanh Danh: The assignment is fully completed and responsible, enthusiastically
support team.
Nguyễn Hoàng Minh Thông: The assignment is fully completed and responsible
➔ Many of the members' English level is not good so it's a problem but the team works
effectively, has good group meetings, works with high efficiency, everyone always has a
positive opinion to complete the assignment.