MINISTRY OF FINANCE.

UNIVERSITY OF FINANCE – MARKETING

MARKETING PLAN PROJECT

Túi viên giặt tiện lợi OMO công nghệ Anh Quốc

Major: MARKETING

Specialized: MARKETING MANAGEMENT

Lecturer: Mrs. Ngô Minh Trang

Students - ID:

Nguyễn Minh Quân - 1921005621

Nguyễn Ngọc Văn Anh - 1921005356

Nguyễn Thị Mỹ Ngọc - 1921005559

TP.Hồ Chí Minh, 2021

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 COMMENTS OF LECTURERS

Score in numbers Lecturer’s Sign

( Score in letters ) (Lecturer’s Fullname)

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 Contents
1. Executive summary.........................................................................................1

2. Introduction:....................................................................................................1

2.1 Unilever Corporation...................................................................................1

2.2 Unilever's mission is like OMO...................................................................2

2.3 strategic objectives.......................................................................................2

3. SWOT & Macro-Environment Analysis.........................................................2

3.1 The company’s strengths, weaknesses, opportunities & threats..................2

3.1.1Strengths..................................................................................................2

3.1.2 Weaknesses............................................................................................3

3.1.3 Opportunities..........................................................................................3

3.1.4 Threats....................................................................................................4

3.2 Market situation of OMO convenient laundry tablets in Vietnam...............4

3.3 SWOT analysis for convenient laundry bags OMO....................................6

3.4 Overview of the macro environment in Vietnam:........................................6

3.4.1 Demographic environment:....................................................................6

3.4.2 Economic environment:.........................................................................7

3.4.3 Natural environment:.............................................................................7

3.4.4 Science and technology environment:...................................................8

3.4.5 Political and legal environment:............................................................8

3.4.6 Socio-cultural environment:...................................................................8

4. Segmentation & positioning strategy..............................................................9

4.1 Define how the brand positions itself...........................................................9

4.1.1 OMO's target customers:........................................................................9

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 4.1.2 Behavioral characteristics of these consumers:.....................................9

4.1.3 Mission:..................................................................................................9

4.1.4 Value:.....................................................................................................9

4.1.5 Things that make OMO different:..........................................................9

4.2 Identify competitors...................................................................................10

4.2.1 Identify direct competitors:..................................................................10

4.2.2 Assess consumer perception of competitors:..........................................10

4.3 Understanding competitor brand positioning.............................................10

4.3.1 Products and services that competitors are offering:...........................10

4.3.2 Tide's Weaknesses and Strengths.........................................................10

4.4 Building highlights for OMO laundry tablets:...........................................11

4.5 Build a positioning statement:....................................................................11

5. Marketing Mix Strategies..............................................................................11

5.1 Product strategy..........................................................................................11

5.2 Pricing Strategy..........................................................................................12

5.3 Place strategy.............................................................................................12

5.4 Promotion strategy.....................................................................................13

5.4.1 Advertisement......................................................................................13

5.4.2 Promotion.............................................................................................13

5.4.3 Personal sales.......................................................................................13

5.4.4 Public Relations...................................................................................14

5.4.5 Direct Marketing..................................................................................14

6. Action plan....................................................................................................15

7. Financials......................................................................................................16

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 7.1 Break - even analysis.................................................................................16

7.2 Sale forecast...............................................................................................17

7.3 Expense budget..........................................................................................17

8. Conclusion....................................................................................................17

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1. Executive summary
Target customers of OMO as well as our team is the majority of who are women,
mothers, people who have families, or who want to take care of clothes cleaning products...
have average income to high icome for new product lines. Currently, the OMO brand is
focusing on developing and launching a new product, which is OMO Convenient Laundry
Detergent with two types of deodorant and colorfast, in each product which is including 1 zip
bag with a volume of 442g including 17 tablets, has been selling on the market. OMO is
cooperating with many partners such as social media( Facebook, Youtube, ...). In terms of
brand sales, they are combining with Shopee, Lazada,... In order to create an innovation for
OMO. The OMO brand has a great reputation in communicating environmental protection,
and this is a differentiation to competitors. OMO has launched many campaigns that based on
environmental protection, contributing to creating a green world and therefore effecting
customers to choose and trust OMO. In this day and age, many competitors such as Tide,
Surf,... have had many breakthroughs and the main rival Tide- a heavy competitor of OMO,
has also launched a similar product which is laundry tablets- Tide Pods. That will make the
target customers of OMO may fluctuate. Consequently, our team has proposed a Marketing
plan project in order to analyze and improve products to be able to stand firmly to the market
and generate revenue.

2. Introduction:
2.1 Unilever Corporation
Unilever is a multinational
company, founded by UK and the
Netherlands. Unilever is a British and
Dutch company specializing in the
production of consumer goods such
as cosmetics, cleaning chemicals,
toothpaste, shampoo, food. Unilever
has more than 400 brands, among the
most famous products can be
mentioned OMO, Surf, Lux, Dove,

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Knorr Comfort, Vaseline, Ponds, P/S, Signal, Close Up, AXE, Rexona, Vim, Cif (Jif),
Sunsilk, Sunlight,...

In Vietnam, Unilever was established in 1995. Since 1995, Unilever has invested
about 120 million USD in the joint venture Lever Vietnam based in Hanoi, Elida P/S in Ho
Chi Minh City, and Best Food company. Also located in Ho Chi Minh City food, ice cream,
beverages, distribution nationwide through more than 350 major distributors and more than
150,000 retail stores. Cooperating with many domestic factories in manufacturing, processing,
supplying production materials and product packaging.

OMO is a trademark of Unilever Vietnam Co., Ltd. under Unilever Group of England
and the Netherlands, specializing in the production of consumer goods such as cosmetics,
cleaning chemicals, toothpaste, shampoo, food... and Officially appeared on the domestic
market since 1995. Currently, OMO washing powder is leading the washing powder market
in Vietnam and OMO is increasingly positioning its brand firmly in the hearts of consumers.

2.2 Unilever's mission also OMO

At the time establishing the company, the founders set Unilever's mission as 'To add
vitality to life'. The meaning is Unilever bring a better life to people through their products.
Up to now, that mission has become increasingly evident in every Unilever product as all
products are directed towards the same purpose, which is to bring health, beauty and comfort
to children, people. The proof is that Unilever's famous brands are very diverse from washing
powder, shampoo, toothpaste to tea such as Omo, Dove, Close-up, Lipton, ...

2.3 Strategic objectives

Unilever's sustainable developed aims at three main global goals by 2020, which are:
to double the size of the Group while reducing its environmental impact by half; using 100%
raw agricultural materials from sustainable raw materials; helping more than 1 billion people
around the world improve hygiene, health and living conditions.

3. SWOT & Macro-Environment Analysis

3.1 The company’s strengths, weaknesses, opportunities & threats
3.1.1 Strengths
– With the Unilever’s support, OMO has a strong financial foundation.
– Effective talent attraction policy: The company's concept- “Development through
people”, salary and benefits, and focused courses national and international for
employees to improve their performance.
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– The research and development of technology of Unilever Vietnam is always focused
and adequately invested. Modern technology inherited from global Unilever, is
transferred quickly and has obvious effect.
– Relatively affordable price, with high quality.
– Strong corporate culture environment, knowledgeable staff and a sense of
responsibility for the main goal of the company, especially public relations are very
focused at the OMO.

3.1.2 Weaknesses
– Unilever had to cut its budget more or less due to difficulties caused by the Covid-19
pandemic.
– Key positions in the company are still held by foreigners.
– There are still technologies that can not apply in Vietnam due to high costs, they must
be imported from abroad, which is costly and cannot take full advantage of the
abundant and capable labor force in Vietnam.
– The price of some Unilever products are still quite high, especially in rural areas.
– As a company of European origin, Unilever's promotion strategy is not quite suitable
for Asian culture.

3.1.3 Opportunities
– The policy of Vietnamese ministries and branches is to unite to build Vietnam's
economy according to the trend of industrialization and modernization; in which
priority is given to attracting foreign investment, especially from transnational and
multinational companies such as Unilever to increase the budget.
– The domestic market (wholesale, retail, goods circulation…) has developed much
more. And infrastructure in big cities, especially Ho Chi Minh City, Ha Noi, has been
properly invested.
– Vietnamese politics is considered stable and voted as one of the safest destinations in
the Asia-Pacific region in particular, and brings peace of mind to foreign investors.
– Vietnamese people's intellectual level is relatively high, especially in urban areas.
Intellectual workers in Vietnam are excellent at technology – so this is also an
abundant human resource for the company.
– Vietnam has a young population structure and widespread extended family model
(including grandparents, aunts and uncles, etc.), creating many opportunities for
Unilever because this is the company's target customer.

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 – Vietnam is located in a relatively favorable position in the region, with a long
coastline and many large seaports that are convenient for exporting goods when
Unilever begins to focus on exports in the near future.
– Unilever came to Vietnam when the consumer goods market here was new, there was
a lot of “land” for business.

3.1.4 Threats
– The low economic growth rate of Vietnam shows that the product consumption is
high.
– Finance and credit in Vietnam are not much developed, the stock market is still
fragmented. In addition, telecommunications, telecommunications, telephone, postal
and Internet rates have some of the highest price in the world.
– Commercial law has disadvantages for foreign investors, especially the tax policy and
high tax rates on items considered “luxury products” that Unilever is trading such as
lotions, shapoo,…
– Population policy – government planning will make in a few decades, the young will
age and the old population structure will no longer be an advantage for Unilever (the
target customer belongs to the young generation from 18 to 29 years old).
– In the context of consumer goods market, supplying is more than demanding, many
new companies 'entry' and competition will be very fierce for Unilever company.

3.2 Market situation of OMO Convenient Laundry Detergents in Vietnam

According to the 2019 Kantar Insight report, the economic growth in 2019 in terms of
total retail sales and consumer goods increased fastest and highest (11.6%) compared to other
sectors such as: tourism (10.8%) ), industry and construction (9.4%), FDI (8.4%), export
turnover (8.2%).

In 2020, the 'Home care' category ranked second in the FMCG industry with a sharp
increase of 7.1% despite still being in a sensitive economy due to the impact of the Covid-19

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epidemic. Especially for clothes cleaning products, consumers are seem very interested in
products with 'Capsule' shape.

Due to social distancing, many small and retail stores have to temporarily close or
reduce the number of customers. Since then, there are many shopping trends on E-commerce
sites. However, because of the fragmentation of the market, manufacturers need to quickly
gain a strong foothold online. Targeting married or financially independent women with high
purchasing power.

Despite the COVID-19 quarantine in Vietnam, leading to the deceleration of GDP, the
lowest growth rate compared to the past 10 years, it is still considered a success compared to
other countries in the context of health and safety. The CPI remains steady along with a rapid
recovery in retail sales of consumer goods with a challenging business environment and
growing consumer concerns about job and income security. This demonstrates a promising
prospect for Vietnam in 2022 with a lot of achievements in the FCMG industry, especially
laundry tablets.

3.3 SWOT analysis for convenient laundry bags OMO

Strengths Weaknesses
 A brand with a strong reputation  There are still few direct-to-
in the Vietnam market. consumer communication
 Quality products, convenient, strategies.
with British standards.  Not widely available on
 New and unique products on the traditional market channels,
Vietnamese market. supermarkets, stores. (Only sold
 Having abundant human on official website and Shopee e-
resources, effective talent commerce site)
attraction policies.  Product price is still not possible
 Marketing team has a high level to people with low income.
of expertise.

Opportunite Threats
 Market trends alway change,  There are many heavy, strong
people significantly care about competitors.
convenience in 4.0 technology. It
is an opportunity for business to  The economic situation has
grow. fluctuated due to the prolonged
Covid-19 epidemic.

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  The era of high technology is an
advantage for businesses to boost
output, expand communication,
and increase brand recognition.

3.4 Overview of the macro environment in Vietnam:

3.4.1 Demographic environment:
The current population of Vietnam is 98,167,657 people as of June 30, 2021 according
to United Nations data. Vietnam's population currently accounts for 1.25% of the total world
population. Vietnam is ranked 15th in the world population ranking of countries and
territories. (Source: https://danso.org/viet-nam/)

Population growth in Vietnam leads to an increase in demand for goods in general and
for necessities in particular, including the OMO laundry product line. OMO needs to calculate
and consider carefully to come up with marketing activities to attract consumers to help
increase market share for the company.

3.4.2 Economic environment:

Gross domestic product (GDP) in the first quarter of 2021 is estimated to increase by
4.48% over the same period last year and higher than the growth rate of 3.68% in the first
quarter of 2020. From the end of January to the beginning of March, due to the extremely
complicated development of the Covid-19 pandemic in some localities, causing negative
effects on the socio-economic situation of the whole country, based on the result of increasing
The first quarter shows the drastic and timely direction and administration of the Government,
the Prime Minister and the efforts of all levels and branches; Together with people and
businesses to continue effectively implementing the dual goal of 'both disease prevention and
economic development'.

Realized social investment capital in the first quarter of 2021 at current prices is
estimated at 507.6 trillion VND, up 6.3% over the same period last year, a positive signal
through this increase in mobilization and investment. Using investment capital for economic
development, in the context of the Covid-19 epidemic has been partly successfully controlled
in Vietnam. This is also an important driving force in mobilizing and using social investment
capital, which will continue to grow strongly in the next quarters of 2021.

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 3.4.3 Natural environment:
These are the most urgent environmental issues that need to be prioritized to be solved
in Vietnam today: the natural environment is increasingly being destroyed, according to
statistics before 1945, forest cover accounted for 43.8% , however now there are just over
28% (below the alarming 30%). Meanwhile, the area of arable land being eroded sharply
increased to about 13.4 million hectares. Environmental pollution is increasing. Many
factories discharge industrial waste, domestic waste, and toxic substances from the production
process that have not been treated strictly, but put them directly into the environment, leading
to ecological pollution, causing many diseases. Disability for the people. Concentrations of
CO2 emissions in big cities and industrial zones exceed the allowable standards by 1.5 to 2.5
times. Mining activities, materials, gold, gems... officially or freely have been destroying and
damaging the ecological environment. The population growth of the country is too fast, along
with the uneven and unreasonable distribution of the labor force between regions and the
nation's resource extraction industries. Physical and technical facilities, officials, and laws to
deal with environmental issues are still inadequate.

3.4.4 Science and technology environment:

Investing in science and technology human resources means investing in sustainable
development, directly raising the nation's intelligence and strength... Priority is to focus all
national resources on development. Science and technology. Our State has the responsibility
to invest in and encourage all economic sectors to participate in infrastructure development,
synchronously raising the potentials of social sciences and humanities, natural sciences,
engineering and technology. Actively and actively integrate into the world to update the
world's advanced scientific and technological knowledge, attract resources and experts,
overseas Vietnamese and foreigners to participate in scientific projects. Technology education
in Vietnam. Science and technology develop and innovate every day, supported by the State,
as well as focusing on investment. The application of science and technology to the product
production process will help Unilever perform effectively and quickly all stages and produce
good quality products.

3.4.5 Political and legal environment:

The Party's lines and orientations have a decisive influence on the domestic and
foreign trends and the socio-economic development strategy of each country. The impact of
the political - legal environment has a macro influence on the business environment of
enterprises. Vietnam is a country with a stable political background, a favorable legal

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environment, receiving many benefits. With support from the Government, this can be
considered as a favorable environment for investors and businesses. Unilever needs to
thoroughly understand the political-legal environment of Vietnam in order to comply with
political and legal principles. At the same time, with its political-legal characteristics,
Vietnam is a country with peaceful politics and strict laws - a good opportunity for the
company to attract the investment of many other businesses. .

3.4.6 Socio-cultural environment:

Vietnamese culture, with the concept of being a national culture, is unified on the
basis of multi-cultural ethnic nuances. The absorption of different cultures in the world, along
with the constant improvement of the quality of life every day have made Vietnamese people
modern, dynamic, and always expressing themselves. Vietnamese society since the opening
and integration period has become more stable, and this is a good environment for investors to
do business in this market. Cultural and social factors have a significant influence on the
personality, as well as the concept of customers, thereby greatly affecting the decision to buy
products.

4. Segmentation & positioning strategy

4.1 Define how the brand positions themselves
4.1.1 OMO's target customers:
Based on the basis and demographic criteria (gender, income, occupation,...), OMO
divides the market into typical market segments such as the majority of target consumers are
women, mothers, people who are interested in clothes cleaning products… whose income
from medium to high.

4.1.2 Behavioral characteristics of these consumers:

– Reason for purchase: Easy to use product, unique product.
– Benefits sought: Quality (good laundry detergent, fragrance,..); Convenience (easy to
use, neat and not messy)
– Loyalty level: from fluctuating to loyal.

4.1.3 Mission:
To OMO, environmental protection is a key mission that always goes along with
product development. Such as “Check out water and energy saving tips from us to towards
developing a sustainable community!”

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 4.1.4 Value:
– Environmental protection.
– Reaching the needs of customers (washing products, protecting clothes).
– Bringing conveniences (The product makes customers comfortable to use, can take it
with you to travel in many cases).

4.1.5 Things that make OMO different:

– OMO's priority is to protect the environment and people. Therefore, the brand is
famous for many environmental protection campaigns: In 2020, OMO launched the
message 'A green future can become a reality if we do it by our own hands, the simple
act of taking back the dirt for good. So, let's join hands and be a part of OMO's
movement to create a Green Shield for our Vietnam.'
– Always friendly and dedicated to supporting consumers. (Texting on OMO's Fanpage,
it seems that there will be no response, but on the contrary, the care and advice is very
good.)

4.2 Identify competitors

4.2.1 Identify direct competitors:
OMO's strongest competitor at the moment is Tide of P&G Vietnam; in addition, there
are many other products such as: Lix washing powder of Lix joint stock company, Sun
washing powder of Sun Vietnam company...

4.2.2 Assess consumer perception of competitors:

Although Tide is the rival of OMO, consumers are still more familiar with OMO than
Tide. The market landscape witnessed a fierce price war between OMO and Tide in order to
quickly dominate the market. When the price fell to the floor, they decided to increase the
price. At this point, consumers are familiar with the Omo brand, so even with a slight increase
in price, they are still willing to pay, so Omo protects its market share. However, Tide still
took away a large number of Omo customers because of some special features. Some other
products with lower prices also won the sympathy of consumers.

4.3 Understanding competitor brand positioning

Competitor: Tide

4.3.1 Products and services that competitors are offering:

– Tide Pods- Convenient Laundry Pods

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 4.3.2 Tide's Weaknesses and Strengths
 Weakness:
- Heavy Competitors - The competition is huge and with giant companies in the world.
- Similar products or substitutes are available locally at even lower prices. This low
price strategy sometimes acts as a negative point for the brand.
- The detergent market is ripe but customers still expect companies to come up with
something new. In this quest to offer something new, it is sometimes possible to
completely exclude players from a mature market like this one.
 Strength:
– P&G's leading brand - Tide with strong backing, P&G always strengthens the brand to
build the brand in the minds of customers.
– P&G's existing sales and distribution network has helped a lot - Over the years, P&G
has developed a strong sales and distribution network and Tide is reaping huge
benefits from using the same network Grid without the need to invest in additional
selling and supply efforts.
– Clear communication about the benefits of bleaching - All of Tide's ads communicate
a bleached recommendation that they have been able to well maintain.
– Strong brand recall and recognition - Tide has become a household name and needs no
introduction. They have succeeded in positioning the product in the right segment that
has helped Tide maintain a strong brand value in the market.

4.4 Building highlights for OMO Convenient Laundry Detergents:

– Environmental Protection.
– Friendly to customers.
– Produce innovative products suitable for consumers.
– Price goes hand in hand with quality.

4.5 Build a positioning statement:

– OMO Positioning Statement: “Dirt is Good”- The Value of Dirty.

5 Marketing Mix Strategies

5.1 Product strategy
– Size of product collection: OMO convenient laundry product currently which is only 1
type of weight of 442g and 2 types of using with deodorization and color fastness.

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– Trademark of product: the image of the stain and the words 'OMO' symbolizes “ Ngại
gì vết bẩn” (the main message of OMO), to bring to customers the core value as well
as the outstanding use of the label.
– Product features: 3-in-1 formula (cleansing, deodorizing and caring for clothes);
saving water; convenience to use; safe for the skin; suitable for machine washing;
protect and prolong the life of the washing machine; safe on many fabrics; long lasting
scent up to 7 days; environmental protection.
– Product support services: credit and financial service providers play an important role
in helping OMO stand out in the market, such as: expanding markets, reducing prices,
supporting its customers.
– Life cycle: OMO Convenient Laundry Detergents is currently in the first stage of
penetration. As this is a new product launched around the end of 2020 and early 2021,
most of the target customers have not much awaraness of this product, the marketing
department will focus on advertising product images and PR in the market. After a
while, when customers know about the product, OMO will sell at a lower price so that
customers feel comfortable buying new products and when it has revenue, then it will
continue to develop to new markets.
– Color: The product has 2 colors, blue and green. The green product has the effect of
deodorizing and the blue product has the effect of color fastness. These two colors are
used by businesses because they have colors that are suitable for the environment,
fresh and suitable for the OMO’s target customers.
– Packaging: plastic zip bag with 17 laundry detergent, convenient to buy and use.
– Product weight: 442g/bag of 17 laundry tablets.

5.2 Pricing Strategy

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 In the short term, OMO wants to expand its market share with policies that increase
revenue and maximize profits. In order to attract customers, the company has offered the most

favorable prices to customers with the goal of occupying the market.

Since entering the market, Omo has applied a promotional pricing strategy. The
company always creates opportunities to price products lower than the listed price in a short
time to stimulate immediate market. In particular, this strategy is extended to online stores
associated with the company. Although, the price difference between the original price and
the promotional price is quite small, it is very attractive to customers.

5.3 Place strategy

The Vietnamese consumer trend today is to get closer to modern distribution channels
such as supermarkets and convenience stores. Therefore, Unilever's product distribution
strategy is through these retail channels. Specifically, OMO products are sold at retail
supermarkets such as Big C, Co.op mart supermarket chain, Maximax system... Besides, at
the official website, E- commerce platforms such as Shopee, Lazada, etc...

5.3 Promotion strategy

5.4.1 Advertisement
March – April 2022:

- Continuing the campaign of March, in which the business will cooperate with
reviewers on social media sites such as tik tok, youtube,... to increase customers's
awareness of the new product while having entertainment, discovery.
- Viral video is a major advantage of the company, OMO quickly grasps the trends of
society. The most recent is the video “thách thức sạch thơm” (12 million views).
Choosing a Youtube channel or a social media network is a smart step in the era of

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 Digital Marketing and the most popular marketing channel has been fully utilized by
Omo or Unilever.
- Interview consumers about their experiences using OMO laundry detergent.

5.4.2 Promotion
October – November 2022:

- OMO will actively combine with E-commerce platforms, it will be convenient for
customers to shop, along with preferential discount codes or “flash sale” programs, “hunting
for sale at a shocking price”, …

- OMO can enhance exclusive promotions, make customers irresistible and decide to
buy quickly without hesitation, thereby increasing sales of new products. Some forms of
promotion that OMO should offer for new products: Promotion of the golden hour frame,
when buying, you will have the opportunity to draw prizes to buy new products and bring
gifts. In addition, OMO will combine with delivery apps like shopee, Lazada to have endless
discount codes that are both convenient for customers and bring value,...

5.4.2 Personal sales

January – February 2022:

- Offering product samples and using instruction to get customer care information and
view how customers feel about the products.
- Advertising on social media such as OMO VIETNAM's Fanpage to post and run ads
to reach customers.
- Sell products so that customers can slowly access new products.

March 2022:

- OMO can contact with supermarkets, retail stores to distribute new products. And to
send marketing staff to support stores, supermarkets, not only helping supermarkets,
stores but also sell products and promoting new products that the company has just
launched.
- Organize personal selling activities, by recruiting a team of staff capable of marketing
and selling to households to sell and introduce products, answer inquiries directly and
receive consumer feedback on the product, focusing on housewives.
- In personal selling, OMO is still performing very well, probably promote more for the
marketing communication department if the personal sales staff can save customer
information, they can support the customer care team by giving customers a lot of

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 value like give them information of how to wash clothes in the best way, how to store
a convenient laundry bag ,... That one is enough to make customers feel extremely
satisfied.

5.4.3 Public Relations

July - August 2022:

- Building reality shows to may call “Companion with OMO”. Every week, there will
be on air an episode about a celebrities”s family using and the OMO Convenient
Laundry Detergent, to let the audience as well as its customers see the brand-new
product.
- OMO's community-oriented activities are greatly responded to such as: “Ngày hội
những chiếc túi tài năng”, “Omo trắng ngời sáng tương lai”, “Ngày hội triệu tấm lòng
vàng”... There are many campains which are high sociality, and score great points to
the audiences, customer psychology always expect the brand become as a brand 'clean
in form and value', integrating products into those programs is a wise step for
company to promote its products.

5.4.5 Direct Marketing

May - June 2022: Preparing for summer time, OMO will create challenges on social media
such as taking a photo or dancing for audiences to respond and participate. Starting a drawing
contest for kids from kindergarten through 5th grade by getting creative on a white t-shirt.

September 2022: Businesses will collaborate with extracurricular activities such as “color me
run with family,… After the campain OMO will give each person or family a gift including
the new product.

6 Action plan
Time- line of all activities for the first year (in 2022).

Main Purpose: To position the brand- new OMO Convenient Laundry Detergent and
increase awareness from 10% to 30% in Ho Chi Minh City in 2022 (Newly launched in
2021).

Target audience: Financially independent women, married women, and people who are
interested in clothes cleaning products.

 Quarter 1: January – March 2022 -> Target: “Inform to consumers about the
arrival of new products”

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 January – February 2022:

– Offering product samples and using instruction to get customer care information and view
how customers feel about the products.
– Advertising on social media such as OMO VIETNAM's Fanpage to post and run ads to reach
customers.
– Sell products so that customers can slowly access new products.
March 2022:
– OMO can contact with supermarkets, retail stores to distribute new products. And to send
marketing staff to support stores, supermarkets, not only helping supermarkets, stores but also
sell products and promoting new products that the company has just launched.

 Quarter 2: April – June 2022 -> Target: Reaching target customers

March – April 2022:

– Continuing the campaign of March, in which the business will cooperate with reviewers on
social media sites such as tik tok, youtube,... to increase customers's awareness of the new
product while having entertainment, discovery.
– May – June 2022:
– Preparing for the summer time, OMO will create challenges on social networks such as taking
a picture or dancing a dance with the brand-new the OMO Convenient Laundry Detergent for
audiences to respond and participate.
– To start a drawing contest for kids from kindergarten through 5th grade by getting creative on
a white t-shirt.
 Quarter 3: July – September 2022 -> Target: Increasing The Value for OMO and
for The New Product.

July - August 2022:

- Building reality shows to may call “Companion with OMO”. Every week, there will be on air
an episode about a celebrities”s family using and the OMO Convenient Laundry Detergent,
to let the audience as well as its customers see the brand-new product.

September 2022:

- Businesses will collaborate with extracurricular activities such as “color me run with family,
… After the campain OMO will give each person or family a gift including the new product.

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  Quarter 4: October – December 2022 -> Target: Returning Investment

October - November 2022:

- OMO will actively combine with E-commerce platforms, it will be convenient for customers
to shop, along with preferential discount codes or “flash sale” programs, “hunting for sale at
a shocking price”, …

December 2022:

- Summarize the results of activities within one year after the launch of the newly product.
From there, OMO can review and give suggestions to fix or improve further on the product
or marketing.

7 Financials
7.1 Break - even analysis
To break even, we assume 3 quarter fixed cost is 4,000,000,000 VND, selling price of
per product is 130,000 VND, variable cost is 25,000 VND, calculated as follows:

Break even point = Fixed cost/(unit selling price - variable cost per unit)
                            =  4.000.000.000/( 130.000 -  25.000 ) =  38095. 238095 units
7.2 Sale forecast

SUPERMARKET ONLINE

Quarter 1(2022) Quarter 4 (2022) Quarter Quarter 4 (2022)

1(2022)

Number of OMO 7.000 10.000 5.000 8.000

sold

Price per unit 130.000 VNĐ 130.000 VNĐ 130.000 VNĐ 130.000 VNĐ

Total revenue

910.000.000 1.300.000.000 650.000.000 1.040.000.000

VNĐ VNĐ
VNĐ VNĐ

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 7.3 Expense budget

Quarter 1(2022) Quarter 4 (2022)

Run ads 300.000.000 VNĐ 400.000.000 VNĐ

Marketing Strategy 600.000.000 VNĐ 500.000.000 VNĐ

Marketing 1.000.000.000 VNĐ 1.000.000.000 VNĐ

Communications
Other Cost 100.000.000 VNĐ 100.000.000 VNĐ

Total 2.000.000.000 VNĐ 2.000.000.000 VNĐ

8 Conclusion
In short, OMO Convenient Laundry Detergent with British technology is a completely
brand- new product from OMO- Unilever's. Since this is a newly launched product (2021), the
main goal setting in the marketing plan is to 'Position the brand- new OMO Convenient
Laundry Detergent in Ho Chi Minh City in 2022'. The plan is implemented in 4 quarters, each
quarter will have specific goals to achieve, in order to approach the main goal more clearly. In
Quarter 1, the Marketing team will carry out activities to inform consumers about the arrival
of new products. Continuously, in Quarter 2-3, there are specific goals of reaching the target
customers and increasing the value OMO's brand and new products. In the last quarter of the
year, OMO will carry out activities to reach the target of returning investment. Besides
focusing on implementing the main plan, our team also has marketing mix activities to control
and further develop OMO as well as Unilever.

LIST OF REFERENCES & ORIGINALITY

1. Marketing Management-Philip Kotler, Kevin Lane Keller.

2. Báo cáo của công ty nghiên cứu thị trường Kantar Worldpanel Việt Nam 2019:
Vietnam'sInsightHandbook2019.pdf
3. Thông tin về Unilever:

https://www.unilever.com.vn/about/who-we-are/introduction-to-unilever-vietnam/

4. Phân tích SWOT về công ty OMO:

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http://www.dankinhte.vn/phan-tich-mo-hinh-swot-cua-unilever-viet-nam/

5. Số liệu về nhân khẩu học Việt Nam:

https://danso.org/viet-nam/

6. Những vấn đề cấp bách của môi trường:

https://kinhtetrunguong.vn/web/guest/thong-tin-chuyen-de-moi-truong-cap-bach-cua-viet-
nam-thuc-trang-xu-the-thach-thuc-va-giai-phap

7. Thông tin về những nét văn hóa Việt Nam:

https://vi.wikipedia.org/wiki/V%C4%83n_h%C3%B3a_Vi%E1%BB%87t_Nam

8. Fanpage của OMO:

https://www.facebook.com/OMOVietnam

9. Các chiến lược Marketing của OMO:

https://ytuongkinhdoanh.vn/tong-hop-cac-chien-luoc-marketing-cua-omo/

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