MARKETING STRATEGY

1. SEGMENTATION

2. TARGET MARKET

3. DIFFERENTIATION

4. POSITIONING
 SEGMENTATION
TEENAGER YOUNG WORKERS MATURE WORKERS

DEMOGRAPHIC

Age 16-22 23-40 41+

Gender Female and Male Mostly Female  Middle-high

Income Low Middle Middle-high
Young,
Family life circle single/married, Single/married,
Single with/without with/without childre
children

Occupation Student Student/ woking Working/ retireme

 SEGMENTATION
TEENAGER YOUNG WORKERS MATURE WORKERS
PSYCHOGRAPHIC

- Freedom, like to try - Concerned with their own

new things. and family’s health - Anxiety about old age
Life style
- Want to assert and - Want to beautify their
develop themselves appearance

- Mature, responsible,
- Mature, under a lot of
Personality Open–minded pressure and have assets. 
- Want to prove themselves.

Price
Sensitivity High Middle Middle-high
 SEGMENTATION
TEENAGER YOUNG WORKERS MATURE WORKERS
PSYCHOGRAPHIC

- Like to try new things. - Concerned with their own

and family’s health
Life style - Anxiety about old age
- Assert and develop
themselves - Beautify their appearance

- Mature, under a lot of - Mature, responsible,

pressure and have assets. 
Personality Open–minded
- Want to prove themselves.

Price
Sensitivity High Moderate - High Low
 SEGMENTATION
TEENAGER YOUNG WORKERS MATURE WORKERS
PSYCHOGRAPHIC

- Like to try new things. - Concerned with their own

and family’s health
Life style - Anxiety about old age
- Assert and develop
themselves - Beautify their appearance

- Mature, under a lot of - Mature, responsible,

pressure and have assets. 
Personality Open–minded
- Want to prove themselves.

Price
Sensitivity High Moderate - High Low
 SEGMENTATION
TEENAGER YOUNG WORKERS MATURE WORKERS
PSYCHOGRAPHIC

- Like to try new things. - Concerned with their own

and family’s health
Life style - Anxiety about old age
- Assert and develop
themselves - Beautify their appearance

- Mature, under a lot of - Mature, responsible,

pressure and have assets. 
Personality Open–minded
- Want to prove themselves.

Price
Sensitivity High Moderate - High Low
 TARGET MARKET

Natural Offered in
components Pharmacy Steady Self-awareness of
income being healthy
TARGET USERS
clients in Vietnam
between 23 and 40
Concerned Embrace a
with health healthier lifestyle

For various
 a safe
hair and skin
therapy
conditions
DIFFERENTIATION

Components: locusts, basil, People: more and more Customers: average age of
and other ingredients. interested in health 30 years old or older .
products.

Leading the herbal shampoo market in Vietnam

Successfully achieved a particular market share
POSITIONING
“More for the same”

Extra
Same price
benefits
 POSITIONING MAP
1. About the price
Product’s Price Capacity Price/
name (VND) (ml) 1ml

Thai Duong
1 7+ 150,000 250 600

2 Nguyen Xuan 45,000 200 225

3 Cỏ Cây Hoa Lá 300,000 300 1000

Herbal
4 Shampoo 220,000 300 733
Yves Rocher

2. About the quality

- Treating dandruff and itching
- No need to use conditioner