FACULTY OF MANAGEMENT ECONOMICS

DIGITAL MARKETING INDUSTRY

CLASS 0100

SUBJECT
PRODUCT MANAGEMENT
FINAL PROJECT REPORT
Topic name:

COLGATE

List of student group members made:

1. Nguyễn Viết Mỹ Hậu – 22104225
2. Trương Ngọc Thuý Hiền - 22106081
3. Nguyễn Gia Hân – 22122602
4. Trần Thị Tuyết Ngân – 22113734
5. Nguyễn Nhã Linh - 22103488
6. Trịnh Thị Ngọc Huyền – 22100538
7. Nguyễn Ngọc Thuỳ Dương - 22117011

Tháng 12/2023
 ABSTRACT
This essay focuses on analyzing the product management strategy of Colgate, one of the
world's leading businesses in the field of personal care and oral hygiene products. Colgate
is not only famous for its high-quality products but also for its creative and flexible
management in a competitive environment.
 TABLE OF CONTENTS

COLGATE
ABSTRACT ........................................................................................................................1
TABLE OF CONTENTS ....................................................................................................2
ACKNOWLEDGEMENT ...................................................................................................4
LIST OF IMAGES ..............................................................................................................5
LIST OF TABLES ...............................................................................................................6
INTRODUCTIONS .............................................................................................................7
• Objective of the project ..........................................................................................7
• Assign work .............................................................................................................7
PHASE 1: GENERATION ..................................................................................................9
1.1. Colgate mini pack................................................................................................9
1.2. Colgate Mouthwash Tabs .................................................................................10
1.3. Colgate candy refresher....................................................................................11
1.4. Mouth sprays: ....................................................................................................13
1.5. Enamel Repair Treatment Cream ...................................................................15
1.6. Portable mini tooth whiter ...............................................................................17
1.7. Toothpaste roll...................................................................................................19
PHASE 2: EVALUATION................................................................................................22
2.1. Initial evaluation ...................................................................................................22
2.2. Scoring model Colgate .........................................................................................23
PHASE 3: DEVELOPMENT ............................................................................................25
3.1. Mouthwash - product testing ...............................................................................25
3.1.1 Alpha testing ..............................................................................................25
3.1.2 Beta testing .................................................................................................26
3.1.3. Market testing ................................................................................................26
PHASE 4: LAUNCH .........................................................................................................29
4.1. Colgate brand positioning and market positioning of the oral care industry .29
4.2. Target audience .................................................................................................30
4.3. Description of the mouthwash tab version .....................................................30

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 4.4. Pricing ................................................................................................................33
4.4.1 Promotion ........................................................................................................33
4.5. Make a Public Relations plan (PR) .................................................................35
4.6. Distribution ........................................................................................................39
CONCLUSION..................................................................................................................42

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 ACKNOWLEDGEMENT

Throughout the writing of this dissertation, we have received a great deal of support and
assistance. I would first like to thank my teacher Mr.Duong Dinh Quoc, whose expertise
was invaluable in formulating the research questions and methodology. Your insightful
feedback pushed us to sharpen our thinking and brought our work to a higher level. You
always open whenever we run into a trouble spot or have a question about our research
or writing.
In addition, we would like to give an admiration to Hoa Sen University for creating
conditions to include this subject in the program, giving students the opportunity to learn
a variety of new skills that will be useful in the workplace.
We appreciate Hoa Sen University for making it possible for this subject to be included
in the curriculum and for providing students with the chance to learn a variety of new
skills that will be useful in the workplace.

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 LIST OF IMAGES

PHASE 1: GENERATION

Picture 1 1: Mini pack ..........................................................................................................9

Picture 1 2 : Colgate Mouthwash Tabs imgae ...................................................................10
Picture 1 3: Candy image ...................................................................................................12
Picture 1 4: Mouth Spray ...................................................................................................13
Picture 1 5: Enamel Repair Treatment Cream ...................................................................15
Picture 1 6: Portable mini tooth white ...............................................................................17
Picture 1 7: Toothpaste roll image .....................................................................................19
PHASE 3: DEVELOPMENT
Picture 3 1: Example of Beta testing .................................................................................25
Picture 3 2: Example of Beta testing .................................................................................26
PHASE 4: LAUNCH
Picture 4 1: Shape of table .................................................................................................32
Picture 4 2: Material of table .............................................................................................32
Picture 4 3: Packaging .......................................................................................................33
Picture 4 4: Folding brush for travel mini pack .................................................................34
Picture 4 5: Travel mini pack .............................................................................................34
Picture 4 6: Teeth and gum examination service ...............................................................36
Picture 4 7: Collaboration with artists ...............................................................................36
Picture 4 8: Hashtag campaign ..........................................................................................37
Picture 4 9: Articles about Colgate ....................................................................................38
Picture 4 10: Colgate customer care website .....................................................................39
Picture 4 11: Our official account on Shopee Mall ...........................................................39
Picture 4 12: Our official account on Lazada ....................................................................39
Picture 4 13: Our official account on Tiki .........................................................................39
Picture 4 14: Booth in supermarket ...................................................................................40
Picture 4 15: Booth in grocery stores.................................................................................41

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 LIST OF TABLES

TABLE 1 1: Assignment table.............................................................................................8

TABLE 1 2: The criteria from 1 to 3 .................................................................................23
TABLE 1 3: The scoring model include: Commercial, Technique, and Environment .....24
TABLE 1 4: Taste of table .................................................................................................31
TABLE 1 5: Price ..............................................................................................................35

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 INTRODUCTIONS

• Objective of the project

• With this article, we aim to achieve the following:
• Research issues and practical theory for new products governance.
• Applying theory to plan new product development for Colgate.
• Strategic planning of Colgate's development, opportunity analysis, product
idea generation, concept development and evaluation, market launches.
• Design new goods that satisfy consumer demands, match the market, and
improve the user experience.
• Assign work
Evaluate %
Number Student name Workload
complete

Nguyễn Viết Mỹ Hậu Idea generation + Concept 100%

Generation + Concept
1
Evaluation + Pre – launch +
Launch
Trương Ngọc Thuý Hiền Idea generation + Concept 100%
Generation + Concept
2
Evaluation + Development +
Pre - launch
Nguyễn Gia Hân Idea generation + Concept 100%
Generation + Concept
3
Evaluation + Pre – launch +
Launch
Trần Thị Tuyết Ngân Idea generation + Concept 100%
Generation + Concept
4
Evaluation + Pre - launch +
Launch
Nguyễn Nhã Linh Idea generation + Concept 100%
Generation + Concept
5
Evaluation + Development +
Pre - launch

6 Trịnh Thị Ngọc Huyền Idea generation + Concept 100%

Generation + Concept

7
 Evaluation + Developmen t+
Pre - launch
Nguyễn Ngọc Thuỳ Dương Idea generation + Concept 100%
Generation + Concept
7
Evaluation + Pre - launch +
Launch
TABLE 1 1: Assignment table

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PHASE 1: GENERATION
1.1. Colgate mini pack

Picture 1 1: Mini pack

• Customer's need:
- This product provides cool breath and effectively controls plaque and bacteria. Safe
and does not cause a spicy feeling, at the same time convenient and easy to carry
with you. The pleasant taste and aroma, combined with its mouth-preserving
properties, create a refreshing experience. The product is not only effective in
maintaining gum and tooth health, but is also capable of solving emergency
situations in the field of dental care.
• Form:
- 20 packs/ box or 10-14 packs/box.
- Volume: 15-20 ml/pack.
- EXP: 36 months. In order to prevent liquid from leaking out, the inside packaging,
which holds liquid, has been created from recycled plastic. The outside packaging
is made of recycled paper.
• Technology:
- To effectively reduce plaque and prevent the growth of harmful bacteria, we must
combine it with Chlorhexidine (CHX) and Cetylpyridinium chloride (CPC), which
are medically recommended substances. And deep antibacterial, eliminating
bacteria and limiting plaque formation and moisturizing the oral cavity is combined
with two substances Cetylpyridinium Chloride and Sorbitol.
• How the product is formed:
- The process of packing mouthwash into bags includes the following steps. First of
all, the mouthwash is prepared and the packaging bag is inspected. The automatic
packaging machine is used to measure and pack mouthwash into bags, ensuring
uniformity and accuracy.
- After sealing the bag, a quality check is performed. The machine can also print
barcodes and product information on packaging. The final product is then prepared

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 for shipping, which may include final packaging or further packaging. Ensuring that
packaging machines comply with hygiene and food safety standards is important to
ensure product quality.
• Benefit:
- Eliminates plaque.
- Provides instant fresh breath.
- Assisted during orthodontic treatment.
- Eliminate bacteria and prevent infection.
- Enhances teeth enamel strength and gum health.
• Advantages:
- The launch of mouthwash helps businesses expand their product lines, enrich
customer choices and gain more sales opportunities. Product line extension can
enhance brand image and increase brand value in the eyes of customers. Mouthwash
can become an important part of a business's product ecosystem.
• Disadvantage:
- Anti-plaque ability may be limited.
- The ability to retain scent is not long-lasting.
- Limitations in comprehensive dental care.

1.2. Colgate Mouthwash Tabs

Picture 1 2 : Colgate Mouthwash Tabs imgae

• Customer's need:
- Customers are looking for quick and easy oral care products that provide instant
fresh breath and are easy to carry.
- Colgate mouthwash tabs fit right into customers' small bags, making them easy to
carry for travel.
- Suitable for those looking for a quick oral cleaning product with a mild flavor, not
too spicy.
• Form:
- Do not contain liquid or water, the volume of the product is less, about 45g/jar.
- Use recycled plastic jars that are safe for consumers' health.
- Use desiccant packages to preserve mouthwash tablets as much as possible.

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 • Technology:
- This product puts in a plaque prevention technology which provides the user with
fresh breath, antibacterial properties, and a nice aroma thanks to the benign
ingredients like Sodium Bicarbonate, Citric Acid.
- Nano Hydroxyapatite technology: a tooth-friendly method, nano hydroxyapatite has
the ability to regenerate tooth enamel, helping to protect tooth enamel from the
effects of acid and prevent the formation of cavities.
- Combines teeth whitening ingredients Fluoride, Xylitol.
• How the product is formed:
- Mix ingredients to make a mouthwash tablet.
- Shape pellets by placing them in a mold.
- Use infrared drying to produce firmness and reduce humidity.
• Verify the quality and package in accordance with safety and hygienic guidelines:
enclosed in separate bottles, each weighing 45g.
• How to use:
- Dissolve a tablet in your mouth with water. Swish and gargle, then spit.
• Benefit:
- Assists in whitening teeth and promotes oral health.
- Removes smells and imparts a cool, sweet sensation.
- Assisted during orthodontic treatment.
• Advantage:
- Quite a new product to the market, which is long-lasting, compact, and weighs
45g/jar but is comparable to a huge 750ml bottle of mouthwash.
- Convenient and worthwhile for customers try to use this product => potential market
demand
• Disadvantage:
- Concerns about costs and risks in the product manufacturing process. Applying
advanced technology, including deep cleaning ingredients, using infrared rays to
dry the product, helps the substances in the product to evaporate less and retain the
most nutrients. These above can increase the costs, for manufacturers and for
customers.

1.3. Colgate candy refresher

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 Picture 1 3: Candy image
• Customer's need:
- Customers want candy to bring fresh breath, long-lasting scent, and help them be
more confident in communication.
- Convenience needs:
- Customers want candy to have a compact design, easy to carry with them,
reasonable price, suitable for their pocket.
• Ingredients of candy:
- Customers want mouth fresheners made from natural ingredients, safe for health,
with many flavors, no chemical sugar and can be used by all ages.
• Form:
- tablets/box.
- Weight: 50g/package.
- Ability to retain scent: 3-4 hours.
- Summer colors, compact, easy to carry.
➢ Can be recycled.
• Technology:
- Xylitol: helps reduce tooth decay.
- Fluoride: helps regenerate tooth enamel.
- Vitamin C: helps strengthen resistance.
- Erythritol: replaces sugar, does not cause high blood pressure and can help improve
digestion.
- Combined with 4 herbs: Mint, Citrus, Green tea, Thyme.
• How the product is formed:
- Modern technology machines use equipment for mixing ingredients and drying
candy.
- Candy needs to be tightly packaged for storage and transportation.

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 - Need to be stored in a dry, cool place, away from direct sunlight and used within 6
months from the date of manufacture.
• Benefit:
- Eliminates bad breath, sinuses, stomach and respiratory tract.
- Prevents gingivitis and dental diseases.
- Nicotine detoxification (good for heavy smokers).
- Moisturizes the oral cavity, helping to prevent dry mouth.
- Portable and easy to carry.
- Suitable for all ages.
• Advantage:
- Huge potential market: Scented candy is a product with high demand, especially in
office environments, schools,..
- Competition is not high: The current scented candy market is still quite fragmented,
with not many brands being used in the majority.
- Advanced production technology: Fragrant candy production technology is
increasingly modern, helping to create high quality products, delicious flavors and
safe for health.
• Disadvantage:
- High initial investment costs: To produce fragrant candy, the company needs to
invest in modern production chains, and must research and develop products
suitable to consumer tastes.
- Competition from exceptional brands: Extraordinary scented candy brands have
advantages in terms of brand and experience.
- High level of competition: The scented candy market is increasingly competitive,
requiring businesses to have appropriate business strategies.

1.4. Mouth sprays:

Picture 1 4: Mouth Spray

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• Customer's need:
- People who often have to communicate.
- People who have just eaten smelly foods and drinks (coffee, cigarettes, onions,
garlic, etc.).
- Patients with intestinal, digestive or dental diseases (tooth decay, gingivitis).
- Dry mouth, bad breath for unknown reasons.
- Mouth spray is indispensable and is an urgent fire extinguisher.
• Form:
- 12ml/ 160 sprays
- Scent retention ability: 2-3 hours.
- Represent natural colors, environmentally friendly, easy-to-carry spray bottles.
=>Compact and easy to put in a small bag.
• Technology:
- Nanoemulsion Technology: This technique relies on nanoparticles to create small
particles of active substances such as barley oil, camellia sinensis leaf or peppermint
oil, allowing them to disperse evenly in the mouthwash and improve its cleaning so
as antibacterial properties.
- Zero- alcohol, natural fragrance.
• How this product is formed:
- Mix the above ingredients together, measure according to the prescribed ratio and
dissolve the solutions. After preparation, the solution is filtered through a layer of
filter cloth to remove impurities.
- The filtered solution is packed into small plastic bottles with spray caps. Then,
Mouth spray bottles are quality checked for uniformity, stability, solubility, color,
taste,… After that, Mouth sprays are packaged in boxes and stored in a cool, dry
place.
- The mouth spray production process is carried out in a clean environment, ensuring
food hygiene and safety. Mouth spray products are produced in accordance with
legal regulations to ensure safety for users.
• Benefit:
- Freshen the breath, eliminate bad odors and decrease foul breath.
- Bring the cool feeling, prevent bad breath, improve both mouth's resistance and
reduce inflammation and irritation.
- Compact and easy to put in a small bag
- Zero spicy and alcohol.
- Easy-to-carry packaging.
• Advantage:
- Huge potential market: Mouth freshener spray is a product with high demand.
- Production experience: Colgate has a lot of experience in producing mouth
freshener sprays, so it can improve better this time.
• Disadvantage:
- Brand image: The failure of the previous Colgate mouth freshener product has
damaged Colgate's brand image in the eyes of consumers.

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 - High marketing costs: promote marketing activities to promote new products, to
explain to consumers about product improvements.
- Competition from brands: Mouth spray brands are quite popular in the market.

1.5. Enamel Repair Treatment Cream

Picture 1 5: Enamel Repair Treatment Cream

• Customer's need:
- Many people nowadays easily get damaged tooth enamel due to Dietary Habits and
Improper Oral Care.
- Therefore, they need to find an easy-to-use treatment product that help they restore
tooth enamel health as soon as possible.
• Form:
- One box includes: 1 tube of cream and 1 silicone mold.
- Capacity: 30ml/tube.
- A tube of cream with a plastic piece that hugs the teeth.
- The cream tube has a small tip that is convenient for pumping liquid (special
treatment cream) into a clear plastic mold (silicon).
• Technology:
- Tube design makes it easy to use by squeezing/squeezing the special treatment
cream into the silicone mold.
- Effective results between ACP (Amorphous Calcium Phosphate) and Fluoride: The
substance in Flouride gel helps fight acid attacks from plaque. Penetrates tooth
enamel and regenerates minerals. At the same time, replenish lost calcium and
phosphorus to support healthier teeth.
- ACP plays the role of maximum tooth protection against the disadvantages of Aqua
Brown Flouride production, while also helping teeth stay healthy.
• How the product is formed:
- First of all, we need to select the base ingredients of this treatment product. Some
of our chosen ingredients include: water, glycerin, fluoride, hydroxyapatite
thickeners, and emollients.

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- Secondly, we will add special treatment agents such as: hydroxyapatite, arginine,
bioactive glass, enzymes and sweet flavors like xylitol to enhance the user
experience.
- After that, we will mix ingredients together, use Natural Fusion and Molecular
Bonding Technology so that the ingredients can interact well with each other and
bring the best features.
- Then we will balance the PH of our product in a safe and effective range for an oral
care product and use Microbial Technology in the next phase will help our product
reach the best quality because of its influence on the oral microbiome.
- Lastly, Antioxidant Technology will be used to integrated to protect active
ingredients and ingredients from oxidation and deterioration.
• Benefit:
- Actively repair acid-weakened enamel.
- Relieve tooth sensitivity.
- Restore natural whiteness of teeth.
- Protect against the effects of acid erosion.
- Prevents tooth decay.
• Advantages:
- Customers nowadays care more and more about their product so that Colgate can
receive great attention and support when launching this new product.
- Colgate already has an advanced production line so that they can develop this
product in a professional way.
- Customers acknowledged Colgate as a reputation brand so that they will have trust
towards this new product.
- Colgate has a big budget for researching products and promoting it because they are
a worldwide brand. Therefore, the quality and the promoting process of the product
can be assured.
- Colgate has a large distribution system around the country. This helps them quickly
reach a large number of customers and bring new products to consumers effectively.
• Disadvantages:
- Enamel Repair Treatment Cream is not a rare product in the market therefore
Colgate will have a lot of pressure to release a new product that has upgraded
features than the competitors.
- Potential loss of market share: If this new product does not meet consumer
expectations or does not have unique distinguishing features, Colgate may lose
market share to its competitors.
- Affect brand image:If this new product does not meet expectations, this can
negatively affect Colgate's brand image which they have been building for years.
- High marketing costs: With this product, Colgate needs to spend a lot of money on
promoting it to reach and convince new customers to buy. Therefore, marketing
costs can be a financial burden for Colgate when releasing this product.

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1.6. Portable mini tooth whiter

Picture 1 6: Portable mini tooth white

• Customer's need
- The market demand for tooth whitening machines can fluctuate based on a variety
of factors, including trends in beauty, awareness of the importance of dental care,
and access to whitening technology.
- The trend for beauty: Consumers is increasingly focused on improving looks and
beautifying themselves, including having bright white teeth. Thus machines
whitening teeth may become a popular option in personal care chains.
- Awareness of dental health: An increasing number of people are aware of the
importance of maintaining dental and gums health. A machine whitening the teeth
can be seen as part of a daily tooth care program to keep the teeth healthy and white
bright.
- Technology and Information dissemination: Advances in tooth whitening
technology and the dissemination of information through media can increase
understanding of the advantages of machines that whiten teeth and encourage
consumers to use them.
- Convenience: Tooth-whitening machines can attract consumers if they offer a
simple, quick, and convenient whitening experience, especially for busy people with
schedules.
- Competition between products: Competition between brands and machine products
that whiten teeth may provide the incentive to improve and introduce new features,
enhancing consumer choice.
• Form:
- Mobile design: Some machines are designed for ease of movement or use when
traveling, providing greater convenience and flexibility.

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- Whitening time: The machines may have varying whitening time, ranging from
several minutes to a number of sessions depending on the model and technology
used.
- Combining method: Having a dental whitening machine is designed for use in
combination with other dental whitening products such as toothpaste or whitening
gel.
- Safe and certified: Many white machines are certified safe for their use and
compliance with the regulations of dental health care organizations.
- Value added: Some machines may have increased features such as gums, refresh
functions, or other features to increase value to the consumer.
• Technology:
- Identify market demand and the specification required forminister-tooth-white
machines. Developing tooth whitening technology and identifying sources of light
as LEDs.
- Model and design a product based on factors such as size, shape, and features.
Selecting safe materials, not irritating to the mouth and teeth, easy to hygiene and
in compliance with medical safety standards.
- Manufacturing components using methods such as plastic injection molding, metal
fabrication, and 3D printing. Check the quality of each component.
- Assemble the components to form a mini tooth-white machine. Connect basic parts
like the battery pack, LED lights, control buttons, and whitened features. Ensuring
compliance with safety and medical standards.
- Encapsulation of minicomputer-white machines with instructions for use and
product information. To ensure safety and maintenance of products during delivery.
Roll out mini dental white mills to distribution points or retail partners.
• Benefits:
- Effective dental white: Mini Tooth whitening machines are often accompanied by
technologies and materials that whiten the teeth, which help eliminate plaque,
sebum, and yellow plaque on the teeth. This helps to enhance the whiteness of the
teeth.
- Convenient and portable: For their compact size, a mini tooth whiter is suitable to
carry anywhere. This makes it easier to maintain a process of whitening your teeth
without the need for a vascular or a beautifying spa.
- The time-saving: the use of mini dental whitening machines typically takes less time
than the traditional dental whitening methods. You can do the process of whitening
your teeth every day without interrupting too much time.
- Safe and gentle: Many mini dental whitening machines are designed to whiten teeth
in a smooth and safe manner. They often use leds or bleached gels that do not
contain chemicals harmful to the teeth.
- Reduced sensitivity: Some mini tooth whitening machines accompanied by dental
care components and dental fluid reduce susceptibility to the teeth after whitening.
- Cost savings: Compared to going to the dental clinic, owning a machine whitening
your mini teeth can save you costs over long periods of time.

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 • Advantages:
- With the design being compact, easy to carry, accessible to users at any time.
- Toothless white machines have a simple design, easy use, clear buttons convenient
for easy users to use without too much complex expertise
- This is effective quickly, and all it takes is with your mouth shut, 45 seconds to one
minute. Mini Tooth whitening machines are designed to soften and safely whiten
teeth, reducing the risk of damage to tooth enamel and gums.
- Compared to going to the professional dental whitening circuit, owning a machine
whitening mini teeth can help users save money over long periods of time. Although
there are many white teeth on the market, Colgate's white teeth are instantly efficient
as a technique whitened by blue light and peroxide improves the efficiency of
whitening the user.
• Disadvantages:
- In the market, min identification machines were quite numerous, so strong
development would be challenging for Colgate.
- The investment and advertising costs for new products will be high for new products
- Access to customers will have an obstacle with some high-level customer files and
ones that don't use this product.

1.7. Toothpaste roll

Picture 1 7: Toothpaste roll image

• Customer's need:
- Consumers want to bring toothpaste when traveling but want it to be convenient,
easy to pocket, and easy to carry on the plane.
• Form:
- Roll design, 1 roll 30cm long. Equivalent to 30ml.
- Covered by a sturdy round box.

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- Consumers just need to place the gel pad on their tongue, wet the toothbrush, and
then start brushing their teeth.
• Technology:
- The highlight of Colgate roll-on toothpaste is that it exploits the power of Active
Oxygen. The new, extremely groundbreaking teeth whitening formula also releases
Active Oxygen bubbles to help remove yellow stains on teeth, giving teeth a healthy
glow. Whiter in 3 days.
- This technology will give customers a gradual warming experience while brushing
their teeth that shows the formula is working.Feel the power of teeth whitening with
Activated Oxygen.
• How the product is formed:
- Toothpaste is produced according to a closed process, including the following steps
- Mixing ingredients: The ingredients are mixed together in a mixer.
- Heating: The mixture of ingredients is heated to form a homogeneous mixture.
- Shaping: Before shaping, the toothpaste block is divided into many small parts to
cool and then put them in the machine to form a piece of toothpaste about 18cm
wide and 1.5cm thick. Continue cutting into 30 cm long pieces. On the surface of
the candy bars, you can add an appropriate amount of non-stick agents such as: corn
starch and powdered sugar.
- Next, the piece of toothpaste is put through the rolling pin the first time (about 3mm
thickness) and the second time (1.5mm thickness). The toothpaste pieces coming
out of the laminator are cooled naturally before being cut into small strips
(70x20x1.5mm).
- Cooling: The toothpaste is cooled to achieve the necessary consistency.
- Packaging: Toothpaste is packaged into packages according to customer
requirements.
• Benefit:
- Protects against bacterial growth for 12 hours by creating a protective film around
teeth and gums.
- Reduces plaque bacteria and prevents tooth decay.
• Advantages:
- The company will earn quite a profit because this is a completely new product on
the market
- Because Colgate is one of the brands familiar to the majority of Vietnamese
consumers, when the product launches it will be easier to reach more customers.
- Colgate has a wide distribution system nationwide. So launching new products will
also quickly reach a large number of customers and bring new products to
consumers effectively.
• Disadvantages:
- The new product is not yet on the market, so the production process is quite
complicated for Colgate.
- This is a new product in the market so there will be many competitors in the market
that will imitate this idea.

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- It costs a lot of money for the production process.
- If this new product does not meet desired customer expectations, this could
negatively affect Colgate's brand image that it has built over the years.

21
PHASE 2: EVALUATION
2.1. Initial evaluation
- Firstly, we evaluated the product according to customer's needs, market
competitiveness, and feasibility before deciding which ones to produce. We decide
to exclude 4 products based on these reasons:
• Mouthwash mini-pack:
- It will be challenging to compete in the market when Mouthwash mini-pack is
launched because it’s already popular, even if it's from a large and long-standing
company like Colgate. Customers often tend to buy small bottles to replace
mouthwash packets because when they put in bags or backpacks, mouthwash
packets will easily tear and have to carry lots of pack.
• Mouth freshener candy:
- It will be difficult to compete and gain the trust of customers because there are
numerous mouth freshener lines with a wide range of flavors offered by many oral
care companies as well as candy companies on the market. Since its establishment,
Colgate has positioned itself as a company that specializes in offering toothpaste
and mouthwash lines. Therefore, when Colgate develops mouth freshener candy, it
must re-branding, which takes a lot of time and money. Additionally, consumers are
concerned about trying to use this product and they don't prefer candies with
toothpaste flavor.
• Mouth spray:
- Mouth freshener spray has long been a well-known product used by those who want
quickness, ease of use, and consistently have a fresh breath. There will be no
competitive advantage for the product if this product is launched. Beside that,
Colgate once failed and stopped producing its mouth spray product line, so
developing the product will be very difficult and costly for the company. Instead, it
will be easier for the company to develop completely new products of the brand.
• Portable mini tooth whiter:
- Colgate already has a similar product on the market, but the reception from
customers has not been positive. When it comes to teeth whitening solutions, users
tend to prefer affordability and ease of use. However, the teeth whitening machines
are more costly and larger than other whitening devices.
- After eliminating the above products, our team kept 3 products: Colgate mouthwash
tabs, Roll toothpaste, Enamel Repair Treatment Cream and analyzed the products
based on the Scoring Model.

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 2.2. Scoring model Colgate
- 3 products after the Initial evaluation process will be analyzed in the Scoring model.
Below are the scoring criteria- how we score the criteria from 1 to 3:

CRITERIA FOR SCALE FROM 1 TO 3

1 point 2 point 3 point
No potential Potential and dangerous Full potential
Disadvantages and
100% disadvantages 100% disadvantages
advantages

Disadvantage -
EXPLANATION IN Hard - easy Advantage
WORDS Hard more - score less Disadvantage - score less
Easy more - score more Advantage - score more
TABLE 1 2: The criteria from 1 to 3
- The criteria of the scoring model include: Commercial, Technique, and
Environment.

OPTION
OPTION 3:
SCORING MODEL OPTION 1: OPTION 2: Enamel
Mouthwash Roll Repair
tab Toothpaste Treatment
Cream
WEIG WEIG WEIG
WEIG WEIG SCO HT SCO HT SCO HT
CRITERIA
HT HT RE SCOR RE SCOR RE SCOR
ES ES ES
1) Cost 12% 3 0,36 2 0,24 1 0,12
2) Profits 18% 3 0,54 1 0,18 1 0,18
3)
COMMERCI Competitive
50%
AL ness
7% 2 0,14 3 0,21 1 0,07
(compared
to
technology,

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 convenience
, features,..)
4)
Opportuniti
5% 3 0,15 2 0,1 1 0,05
es for future
expansion
5) Market
8% 2 0,16 2 0,16 1 0,08
demand

1) Product
construction 5% 3 0,15 1 0,05 3 0,15
complexity
2)
Durability 3% 2 0,06 1 0,03 3 0,09
of design
3) Staff
2% 3 0,06 2 0,04 1 0,02
techniques
TECHNIQU
4) 30%
E
Techniques
for
7% 2 0,14 2 0,14 1 0,07
preserving
prepared
ingredients
5) Product
preparation 13% 2 0,26 2 0,26 1 0,13
skills

1) Liter 7% 3 0,21 1 0,07 1 0,07

2) Air
5% 1 0,05 2 0,1 3 0,15
pollution
ENVIRONM
3) Water 20%
ENT 5% 2 0,1 2 0,1 1 0,05
pollution
4) Recycle
3% 3 0,09 1 0,03 1 0,03
of jars

TOTAL WEIGHT SCORE 34 2,47 24 1,71 20 1,26

TABLE 1 3: The scoring model include: Commercial, Technique, and Environment

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PHASE 3: DEVELOPMENT
3.1. Mouthwash - product testing
3.1.1 Alpha testing
- Total testing time: 2-3 months
• Procedure:
- Inform employees about the trial period for launching, receiving and testing new
products.
- Divide the number of testing staff into small groups (to easily control the product
and find product errors).
- Divide the number of product trials into 3 stages:
Phase 1: employees' feelings when first trying the product (2 weeks)
Phase 2: How effective is the long-term use of the product (whether it is effective
or activates the ingredients or not): Duration of 2 months.
Phase 3: Complete the product after 2 months of testing the product by staff

Picture 3 1: Example of Beta testing

• Difficulty and risky:
- Afraid to give their opinions: Employees will give positive opinions because they
worry it will affect their work
- Colleague Effect (Peer Effect): Employees participating in the experiment may be
influenced by their colleagues' price assessments rather than commenting on their
personal feelings.
- Unidentified information about the new product: Ensuring that the testing team
understands the product's requirements and features can be a recipe, especially if the
documentation is incomplete or inaccurate.
- Difficult to test all personnel involved in testing: For large systems and complex
impurities, testing can become impure and require special attention.
- It is difficult to find the optimal level of development and testing teams: The
development process and testing process take place in sync to avoid minimum level
shortages and ensure test accuracy.

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 3.1.2 Beta testing
- Total testing time: 2-3 months.
• Procedure:
- We will divide into marketing methods:
Organize free dental check-ups at schools, walking streets, and companies. Invite
speakers to talk to raise awareness about the importance of teeth. To introduce new
products.
- Bringing new products to sampling booths in shopping malls makes it easier to reach
more customers. When customers buy previous Colgate products, the new product
is given as a free gift.
- After implementing the above marketing methods, proceed and monitor the
frequency of the number of products reaching customers over a period of 2-3
months. At the same time, run survey ads on Youtube, Facebook, and other
forums,... (consult consumer opinions).

Picture 3 2: Example of Beta testing

• Difficulty and risky:
- Difficulty in managing feedback: The large amount of feedback from the beta
community can make it difficult to manage and respond quickly.
- Evaluator mood feedback: Beta users may experience mood swings when using the
test version, making it difficult to gather genuine feedback.
- Absolute security of customer information: Protecting personal information and
ensuring security during beta testing is a challenge.
- Noise Variability: Data can be disturbed by uncontrolled random factors.
- Sampling Bias: If the test sample is not representative of the product's global target
audience, the results may be biased.

3.1.3. Market testing

• Pseudo Test
- Speculative Test- to test and speculate better results, Colgate will have the following
stages:

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- Phase 1: Bringing products to suppliers.
Because Colgate is a reputable brand and has large distributors nationwide. Because
of that, we will include new products when providing them to distributors, fully
describing the specialties, uses and prices if Colgate's new products are launched to
agents and distributors. Give them and their customers a try.
- Phase 2: Collect feedback from suppliers.
Then collect feedback on the new product from suppliers and their customers in the
second supply chain. From there, it is known that, with the same uses, features and
prices as what we have described, whether the number of consumers needs to use
the product or not, whether any new product features need to be improved.
- Simulated Test- when mentioning Colgate, people often immediately remember
toothpaste. Therefore, users are more reminded of the new product. Then Colgate
has the following strategies:
- Run ads on media marketing sites:
This is one of the extremely effective ways to help users remember Colgate more.
The example is one of Colgate's extremely successful TVCs with the slogan:
"Colgate Maxfresh, extremely cool". Besides, we will also create promotional
strategies such as distributing flyers and posters in public locations.
- Choose familiar locations to try the product:
In addition to running ads on media advertising sites, new products will be displayed
by Colgate in markets, agent stores, convenience stores, supermarkets,..To make
this more effective, Colgate should set a goal, predict how many stores each city has
and how the stores should be located to easily reach buyers as well as be convenient
for buyers.
• Controlled Test
- Informal Selling:
- To make a good impression right from the first days of product launch, Colgate will
choose a number of specific locations, such as sampling booths in shopping centers
or schools, and some sellers will be trained to perform this. . Sellers must provide
visiting customers with a product presentation. Then, the marketer records the
number of people who buy the product and the number of people who buy it again
as a sign of analysis and evaluation.
• Direct Marketing:
In addition to providing new products to wholesale and retail distributors
nationwide, Colgate will directly sell new products to end customers. By online
commercial sales sites or by mail, phone, TV, fax or Internet. This approach will
help Colgate receive better and faster product feedback. At the same time, it is less
costly and also ensures confidentiality from competitors.
• Full testing: The Rollout
- By geography (including international): The Colgate factory is in Binh Duong, so
Binh Duong will be the first place to sell. At the same time, adjust the marketing
strategy to sell in other cities accordingly to expand to markets in neighboring areas
such as Ho Chi Minh City or Dong Nai.

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- By influence: Because Colgate has reputable general agents such as shopping
centers or convenience stores and wholesale and retail general agents outside the
market. Therefore, it will be sold in shopping centers and then spread to roadside
grocery stores.
- By trade channel: So that the new product is deeply engraved in customers'
memories. Colgate will diversify their sales channels. Sales channels are divided
into 2 types: Modern Trade (MT): Convenience stores, shopping centers,
supermarkets, department stores (miniature supermarkets),.... and General Trade
(GT): General agents, roadside grocery stores, traditional markets, pharmacies
selling cosmetics and pharmaceuticals.

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PHASE 4: LAUNCH
A. PRE-LAUNCH
4.1. Colgate brand positioning and market positioning of the oral care industry
• Colgate brand positioning:
Colgate is a leading global oral health brand, with a large market share in most
markets. The company has built a strong position in this market thanks to factors
such as reputation and trustworthiness, product quality, innovation, and effective
marketing.
- A reputable and trustworthy brand: Colgate has a long history and is known as a
trustworthy brand. The company was founded in 1806 and is now one of the world's
largest multinational companies.
- A brand that offers high-quality products: Colgate offers high-quality products,
manufactured to strict standards. The company's products are proven to be effective
in protecting oral health.
- A brand that always innovates: Colgate always innovates products and services to
meet customer needs. The company has launched many new products in recent
years, including Colgate Total toothpaste, Colgate Optic White toothbrush, and
Colgate Max White dental floss.
- A brand with an effective marketing strategy: Colgate has an effective marketing
strategy, helping to convey the brand message and increase customer awareness.
The company used many different marketing channels, including television
advertising, online advertising, and direct marketing.
- Viewers have a positive view of Colgate company. Therefore, when launching new
product lines, Colgate will have an existing set of customer segments from existing
brands. This will help Colgate save marketing costs and quickly reach the target
market.
• Market positioning of the oral care industry:
- The oral care industry is an industry with great potential, with growing demand
globally. This is because more and more people are concerned about their oral health
and want to use high-quality products to care for their teeth. According to a report
by Grand View Research, the global oral care market is expected to reach a value
of $174.8 billion by 2028. The report also shows that the market is growing at a
CAGR of 5 .2% in the period 2022-2028. Growth of the oral care market is driven
by several factors, including:
- Increase awareness of the importance of oral health
- Increased longevity
- Increase salary
- Development of new products and technologies
- Market segmentation of the oral care industry
- The oral care market can be segmented according to user: adult, children, elderly,
People with special needs (e.g people with dental disease, pregnant people, people

29
 breastfeeding, etc.) and by distribution channel like Traditional retail (grocery
stores, pharmacies, etc.), Online Retailers, Direct sales.

4.2. Target audience

• Colgate's target audience
• Individual customers:
- Age: Colgate's new product targets young GenZ people aged 18 to 25.
- Need: Young people who want to have fresh breath throughout the day with a
product that has an affordable price.
- Lifestyle: dynamic, individual expression, socially conscious.
- Corporate customers: Colgate's corporate customer segment is quite diverse,
specifically convenience stores, grocery stores, and large and small supermarkets
nationwide.

4.3. Description of the mouthwash tab version

• Taste of tablet:

Taste Gentle Sweet + Cool Fresh

Description Customers will feel a Customer will feel Customers will feel a
comfortable taste while the pleasant aroma, variety of refreshing
using it. Two main scent mild sweetness and feelings when using
will have: cool taste mint mouthwash,
• Gentle taste: • Pleasant including:
brings a pleasant aroma, mild • Cool feeling:
feeling when sweetness: the user will feel
used. This is the the sweetness a cool feeling
easy-to-use scent is not too spreading in the
that will easily sweet, throat cavity.
attract a large soothing the • Refreshing
number of mouth. feeling: Mint
customers. • Cool : after flavor
• Fresh scent: the the light stimulates the
tab also brings a sweet scent, brain, helping
light fresh the cool taste users feel alert
feeling because from perilla and refreshed.
of the properties leaf will give => The flavor is easy to
of the ingredients the customers use, suitable for many
and the product's the feeling of different customer
antiseptic effect. purification. segments, bringing a
refreshing feeling but
=> The popular flavor is not too spicy to cause
suitable for most discomfort to the user.

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 customers and is easy to => New flavor,
attract customers to buy suitable for a diverse
because the flavor is safe, customer base.
pleasant, and not too
different.

This popular flavor is

suitable for most
customers because of the
safe, pleasant, and not
too different or strange
taste.
Main Melon (60%) + Menthol Raspberries Licorice essential oil
ingredients: (10%) + Activated essence(40%) (30%) + mint leaves
carbon granules (10%) + +Perilla leaf essence (50%) + Green tea
20% are other ingredients (20%)+ Oxygenating (20%)
Agents and others
Melon: cool, sweet taste (40%)
Menthol: coolant and Raspberries
breath freshener. essence: Mint leaves: contain
Activated carbon Raspberries bring a many essential oils,
particles: effective pleasant and gentle including menthol,
deodorant. aroma that soothes menthyl acetate,
and refreshes the limonene, cineole,...
mouth. cool, refreshing flavor.
- Licorice essential oil:
Perilla leaf essence: Has a natural
có can replace the sweetness that
spearmint flavor balances the spicy taste
of mint to help soothe
Oxygenating the throat.
Agents: - Green tea has
Oxygenating agents antibacterial and anti-
such as sodium inflammatory effects,
chlorite can prevent helps prevent tooth
odor-causing decay,
bacteria. periodontitis,..brings
fresh breath.
TABLE 1 4: Taste of table

31
 • Other ingredients:
- Nano Hydroxyapatite technology: a tooth-friendly method, nano hydroxyapatite has
the ability to regenerate tooth enamel, helping to protect tooth enamel from the
effects of acid and prevent the formation of cavities.
- Antibacterial properties: Sodium Bicarbonate, Citric Acid.
- Whitening ingredients Fluoride, Xylitol, Photpho.

• Shape of tablet

Picture 4 1: Shape of table

- Dimensions: radius (0.8) x diameter x (1.6) x height (0.4cm).
- The size is suitable because it's not too small to make the consumer accidentally
swallow it but it's not too big to take up a lot of space.

• Material of tablet:

Picture 4 2: Material of table

- Powder tablets: Easily soluble when mixed with water.

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 - Text printed on the candies: mix between Yes or No to increase the interaction
between customer and our product which causes a feeling of novelty and excitement
for users to look forward to the different messages of tablets.
- Weight: 45g/jars - 25 tablets/ each box.

• Packaging

Picture 4 3: Packaging
- Shape: a mini selling - machine. Inspired by the “old toys” of the target customer -
Gen Z.
- How to use it: when you turn the knob, the tablet will automatically fall down to
the allowed space for you to receive the tablet.
- Size packaging: 6cm length, 5cm width and 6cm height.

B. LAUNCH
4.4. Pricing
- State price: 120.000 VNĐ/ 1 box.
- Special price: 200.000 VNĐ/ 1 pack 2 box inside.
320.000 VNĐ/ 1 pack 3 box inside.
4.4.1 Promotion
- For regular Mouthwash tabs.
- Double Sale Day (same days and same month, e.g: 1/1, 2/2 ,3/3).
Sale 10%- 108.000 VND on other months.
Sale 15%- 102.000 VND on: July (summer sale),…December ( end of the year;
festive season), November (single day), June (middle of the year), January ( near
Tet holiday).
- Big holiday (Tet-holiday, Mid-Autumn festival, Year-End Clearance Sale, Black
friday).
Sale 20%- 96.000 VND on: Mid-Autumn festival.

33
 Sale 30%- 84.000 VND on: near Tet-holiday.
Sale 50%- 60.000 VND on: Black Friday.
• Combo
2 Mouthwash tabs: 240.000 VND => 200.000 VND
1 Mouthwash tabs + 1 Himalayan pink salt toothpaste 180g :175.000 VNĐ
(120.000+ 55.000) => 145.000 VND
Travel mini pack: Mouthwash tabs + miniToothbrush + mini toothpaste (45g):
155.000(120+10+25) => 130.000 VND

Picture 4 4: Folding brush for travel mini pack

Picture 4 5: Travel mini pack

• For Seasonal Mouthwash tabs
- 2 version of Mouthwash tabs for Valentine day and Christmas day
Timing and price:
- On Valentine's day: 22/1 - 14/2
Price: 150.000 VNĐ/ jars
- On Christmas day : 30/11 - 28/12
Price: 150.000 VNĐ/ jars

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Promotion Monthly promotion (1st January, Big sale promotion (Black Friday,
2nd February, 3rd March,...) Tet holiday ,Christmas,...)
Percentage 12% 22%
discount

Discounted State price: 103.000 VND/ 1 box State price: 93.000 VND/ 1 box
price
TABLE 1 5: Price
4.5. Make a Public Relations plan (PR)
• Step 1:
- We must research and understand customers: Through researching, we found out
that the 3 main points that Gen Z prioritze in a oral health product are: the
transparent information about product ingredients, innovation and technological
advancements, leverage digital platforms for engagement and education,…
• Step 2:
- We create a compelling story for our product to shorten the distance between
product and customer.
"Every morning, Jennie explores the world with a special companion: Colgate
mouthwash. They will team up to fight the tooth health robber, bring the bright teeth
and confidence for everyone around the world.”
• Step 3:
- Increase product awareness through:
• Gum care campaign:
- Organize events and PR campaigns that focus on raising awareness about the
importance of taking care of your gums and teeth along with bringing stories to
promote new products.
- Collaborate with gum and tooth experts to share the message about the relationship
between gum health and overall health.

35
 Picture 4 6: Teeth and gum examination service
• Collaboration with artists and celebrities:
- Associate with famous artists and celebrities as brand ambassadors to enhance a
positive image.
- Organize a product launch event with the participation of brand ambassadors to
attract media attention.

Picture 4 7: Collaboration with artists

• Social media campaign:
- Create variable content across social media platforms with unique hashtags and
campaigns. (eg #SmileStrong)
- Encourage consumers to share personal experiences with Colgate products through
social networks.

36
 Picture 4 8: Hashtag campaign
• Create High Quality Video Content:
- Create instructional videos on gum and tooth care, which can be a combination of
education and entertainment.
- Broadcast live video with gum and tooth experts to answer questions from the
community. Chải Răng Đúng Cách Như Thế Nào?
• Press Campaign:
- Send out press releases and articles about new research and developments in gum
and tooth health.
- Work closely with medical media to share gum and tooth care messages.

37
 Picture 4 9: Articles about Colgate
• Proactive Customer Care:
- Organize online Q&A sessions or webinars to proactively answer customer
questions about products and gum and tooth health.
- Strengthen communication channels to receive customer feedback and opportunities
for improvement.

38
 Picture 4 10: Colgate customer care website
4.6. Distribution
• Online channel
- Focus on distributing products on popular ecommerce platforms such as: Shopee,
Lazada, Tiki,... In particular, we only sell products online on our official account
in each ecommerce platform to gain profit as much as possible.

Picture 4 11: Our official account on Shopee Mall

Picture 4 12: Our official account on Lazada

Picture 4 13: Our official account on Tiki

• Offline channel

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• Supermarket
- To boost sales, we will sell our product in well-known supermarkets such as: Lotte,
Big C, Coopmart,...
- As many researchers conducted, women customers usually gaze at products in the
middle of the shelves while men will pay more attention to the higher position.
Therefore, we will put our best-selling product at the second and third shelves to
gain profit as much as possible.

Picture 4 14: Booth in supermarket

• Grocery stores
- Grocery stores are also a way to sell our product because this is a familiar place for
our target customers. We will choose large distribution grocery stores such as:
Family Mart, Circle K, GS-25,...
- Because of the properties and target audience of our product, we tend to put our
product at the front-end checkout display.

40
Picture 4 15: Booth in grocery stores

41
 CONCLUSION
After the project was finished, we knew how to carry out the strategy to create new items
that will meet the needs of the market. Meanwhile, utilize the theories acquired in the
Product Management division to create new Colgate items. We gained knowledge on how
to collaborate with others in groups and handle different scenarios to improve group
dynamics.

42