Dove

Mask
Treatment

Marketing planning project

Professor: Trn H Minh Qun

Group 5:
Hunh Trng Nhn
Ly Hng Trn
L Thanh Trc
L S Cng
Table content

1. Internal analysis

2. External analysis

3. Macro enviroment

4. SWOT analysis

5. Marketing Objective
COMPANY
VIEW
 COMPANY VIEW

Personel Care got positive TURNOVER GROWTH 0.5%

Dove launching in 2000 with body wash, shampoo, body

cream

Unilever(2016)
TOTAL MARKET IDENTIFIED
Market sizing

Growth trends from previous years

 TOTAL MARKET IDENTIFIED

Personal care products:

3.9% increase
Rural Areas: Potential

Neison,2016
SEGMENTATION
Segmentation insight &
Analysis
 3 variables: age, income, loyalty

Age Income Loyalty

15 to 25 (About 8 million Low income -Enjoy new things

people) -Change their favor quickly
-Influencers: family, friends,
celebrity and education.
25 to 40 (About 12 million Middle-high income. -Health conscious
people) -Powerful
-The quality makes more
sense
Over 40 (About 17 million) Middle-high income -Economize their time and
budgets
COMPETTITOR
 COMPETITORS
Pantene
P&G Pantene got the 296th ranked brand
in the world
Middle and low income (same Dove)
Women want to get strong and sustainable
hair.
A lot of product lines in VN good control
 COMPETITORS
Get 4,5/5 stars chemical fomula ensure
the safe Pantene
Price: reasonable
Distribution: in normal channel
For online not really work
R&D to launch a lot product lines
Packaging is appreciated with Girl, stronger
and shinier
Invest on ads, sponsor for so many TV shows
COMPETTITOR
 COMPETITORS
A lot of product lines in
international market

In VN market, its so young in

hair products

No a variety of product lines

Products are exported from

other countries
 COMPETITORS
High quality and get satisfaction from users

Higher price than other competitors in Vietnam

The packaging is so simple (hair products)

Distribution is less than Dove and Pantene

Promotion is not cared so much
 COMPETITORS
Established from 2015

Vietnamese handmade brand

Can be a strong competitor for Dove

and other hair product brands in
future

Made from natural ingredients

The comments from users is more

positive
 COMPETITORS
Price is so cheap target customer is
students and officers who like organic
product
Packaging is quite simple
They attack customer through Internet
(Facebook and Instagram)
Promotion: KOL, Facebook and
Instagram
Need time to improve the brand
and their disadvantage
DEMOGRAPHIC
POLITICAL
ECONOMIC
S O C I O C U LT U R A L
TECHNOLOGICAL
L E G A L & E N V I R O N M E N TA L
DEMOGRAPHIC
Population & Age Structure

95.414.640 (quarter 1, 2017) Rank 15th in the world.

66.4% 33.6% 76.7% (71.7 million)

Male > Female
Median age of 30.1 years in total.
Generational Marketing
Update information and news via social networks
=> online marketing.
Doves actions:
+ Online campagin : Real Beauty campaign.
+ Offline campagin : sponsor of Ve ep thc s chu A, Tn vinh ve ep Vit and
worked with BigC in Tung nhe toc bay.
CIA World Factbook 2016
 DEMOGRAPHIC
Geographic Shifts in Population
Average population in urban increases with 3.629 million
annual rate (2.95%) (2010 - 2015)
In 2016
People tend to migrate to major cities to find jobs and
opportunities to improve the living standard and income.

Changes in Workforces 7.298 million

Rank 19th / 181 countries on female labor force participation (2016)

67.8%
Rank 41st / 181 countries on litercy rate of an adult female (92.8%)
32.2% => Female are able to earn money to take care of themselves.
81.7% Target: Female (mainly)
Became one of top reliable and awarded brand in hair care
71.7%
market (Euromonitor International. Hair Care of Vietnam)
CIA World Factbook 2016 & General Statistical Office of Vietnam
POLITICAL

Vietnamese people use Vietnamese goods campaign

Partys Political Bureau

Focus on improving their products and services as
well as expanding distribution networks.

Change the way they buy products.Nearly 60

percent of Vietnamese people would choose internal
goods rather than external ones due to their
patriotism (Voice of Vietnam) (2011).
ECONOMIC
Changes in income
Increase income.
Increase the percentage of middle class.
Living standard in Vietnam is improving
Income distribution in Vietnam from July 2014 to January 2017
People can afford more products to satisfy their needs (General Statistical Office of Vietnam) (lowest and highest)
Factors affect consumer purchasing power

Population scale of Vietnamese middle class (General Statistical Office

of Vietnam) (lower and upper middle class and high class)

S O C I O C U LT U R A L

Locust seed
Lemon
Grapefruit peel
Citronella
Tea

No chemicals

??? Flavors &

Natural
materials
TECHNOLOGICAL
Held 3 patented technologies:
Fibre Active
Micro Moisture serum
Trichazole Actives

Gives a precise WEB 2.0:

analysis of the hair Create new forms of customer engagement
damage and Deliver a new kind of customer experience
recommend the
right products. Create multiple language websites to introduce
the products, campaigns.
Doves Advanced Diagnostic
Damage Meter handheld (2012)
Accompany beauty-care keys and instructions.
L E G A L & E N V I R O N M E N TA L Modern waste processing system
(capacity of > 300 cubic meters per day)
(more than 6.5 billion VND)
Annual Grant for Health and Hygiene
Projects (provide clean water, health care
for remote areas, etc.) (2004 2012)
(21-billion-VND-funding project)

Doves packaging are made from LDPE plastic

(low-density polyethylene).
LDPE is considered as one of the safe kinds of
plastic and can recycle easily
SWOT ANALYSIS 1. Expand segments with men

2. Perception about haircare

increase

1. Strong distribution channel Opportunity

1. Cannibalization
2. Competitive price

Strength Weakness 2. High level of

3. Real women are KOL
competition
4. High brand awareness

5. Large target(gender, age) Threat

6. company reputation
1. Innovation from competitors

2. Brand image only for women

 TARGETING

OUR
CUSTOMER
The most potential segment are of 15 to 25
and 25 to 40 years old
State and justify which
segments we intend to Currently, Doves main target consumers are
target and how we will
positing Dove women from about 25 to 40
Product
 Criteria Importance Dove Pantene Loreal
POSITIONING
Prevent Hair fall 25.00 4.06 3.5 4.1

Reduce Damage 25.00 4.76 4.3 4.6

Prevent Irritation 18.00 4.71 4.1 5.7

Aroma 12.00 5.3 5 5.5

OUR Water Supplement 20.00 4.94 5.1 5.1
DIFFERENTIATION

Total score 100.00 467.68 430.8 488.1

State and justify which

segments we intend to
target and how we will not be in the luxury segment
positing Dove
Product
5. Organic
ingredients
4. Reduce
irritation

ADDRESSED
3. Saving
1. Reduce damage time
2. Reduce hair fall

EXPRESSED

LATENT

GENUINE FICTITIOUS
 1. Cannibalization

Brand name substitution can harm brand

equity (Product & Brand Management,
2012)
ISSUES
Confusion between TRESeme and Dove
with KERATIN substance
1. Cannibalization
2. Potential competitor
2. Potential with organic ingredients
organic
Competitors
3. Boost awareness
3. High need to
Boost awareness Problem: organic ingredients reduce irritation
of customer H0: The importance of organic ingredients are
correlated with perception of Doves consumer
reducing irritation, is rejected at p_Value 0.839.
 Marketing
Objectives
1. Boost
2018 And gain
revenue
marketshare

OUR
EXECUTION

State 3 objectives for the 3. 2. Increase

forthcoming 12 months with
S.M.A.R.T goal setting
Launching awareness
criterias.
Marketing
Objective
1. Boosting revenue

Income grow 10% (CIA.GOV,2016)

Sales increase more than 10% to

keep market share

2. Target more segments with

teenager
First mover

Millennial generation grow fast

Lifestyle change
Marketing 3. Launching new
Objective

product

With new trend

Match customer need

Avoid cannibalization
 REFERENCE
REFERENCE
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jassdeep-chawla
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 REFERENCE
REFERENCE
Is Pantene good or bad for my hair, n.d? Retrieved July 27, 2017, from
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 REFERENCE
REFERENCE
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 ENDING

OUR
AUDIENCE

State and justify which THANKS YOUR LISTENING

segments we intend to
target and how we will
positing Dove
Product