"BLACK HAIR HERBAL SHAMPOO - KAMI"

Ms. Oanh is the owner of CAVIN private enterprise. Five years ago, she used to be in charge
of the business department of a company that produced black herbal hair shampoo. During
that time, she gained a deep understanding of this type of product and accumulated
experience in the business. Two years ago, she opened her own business under the name
CAVIN. In the beginning, she imported supplement products from Korea and Japan for sale.
Thanks to the favorable business, Ms. Oanh has saved some capital. In the process of doing
business, she still had a dream of producing a truly good herbal black hair shampoo for
consumers. Therefore, whenever she traveled, she asked and learned about this type of
product. She had visited four black herbal hair shampoo factories in China, where this type
of product was manufactured and exported worldwide. However, she was still not satisfied
with the products of these companies. Until the end of 2017, on a business trip to China, she
had the opportunity to visit a factory that produced this type of black herbal hair shampoo.
The business owner was a calm, humble man who believed strongly in Buddhism. Therefore,
the company's business philosophy was "The customer's benefit is the number one priority."
Unlike other herbal shampoos, the company's shampoo did not contain chemicals, so there
was no dye smell, no itching, color-fastness, and most importantly, no blackened scalp after
washing. Ms. Oanh was impressed with this shampoo product and negotiated to import raw
materials to Vietnam for production.
After much quality testing, Mediplantex Pharmaceutical Joint Stock Company finally agreed
to produce this shampoo product under the name "Kami" herbal black hair shampoo, and
Ms. Oanh's company was responsible for marketing the product. Unlike competing products
that were only produced in small packets and did not have conditioner, Ms. Oanh invested in
a complete package that includes shampoo, conditioner, usage instructions, and a pair of
gloves for washing. All of this is packaged in a deep yellow and black cardboard box that is
very eye-catching. Compared to other products, Ms. Oanh's product is more expensive, but
she believes it is worth the quality that customers receive. The packaging price is currently
30,000 VND/box, and Ms. Oanh's profit is about 18,000 VND/box. Although this high-quality
product has many outstanding advantages, it was not easy to sell at first in Vietnam.
The sales volume in the first few months did not meet expectations, causing Ms. Oanh a lot
of headaches. Currently, she is struggling with how to promote her product in the market.
Please advise Ms. Oanh on the following:
- Identify the target market?
- What should be the product positioning?
- How should Mrs. Oanh distribute her product?