MARKETING MIX 4PS

 
PRODUCT: (OMO- Top 1 washing powder trusted by Vietnamese women)
 (https://toplist.vn/top-list/thuong-hieu-bot-giat-duoc-phu-nu-viet-nam-tin-dung-
3211.htm)
1. Description and classification
Omo is a tangible (are goods that are usually provided by businesses to their
customers. It is not an intangible service, it is a real product with a specific
form, size, weight, and characteristics ) product.
Convenience products: 
 Purchased frequently and consumed in huge quantities 
 Distribution: Traditional Distribution (supermarkets, grocery stores, etc.)
and E-Commerce platforms (Shopee, Tiki, Lazada).
 Reasonable price: (43 000 - 340 000 depeding on the volume of
product ) (https://isaac.vn/bao-gia-bot-giat/)
1. 3 levels of product
When it comes to a brand of washing powder, omo will be the top priority in
the minds of consumers in Vietnam, marketers of uniliver in general and of
omo products in particular have constantly researched the market and
improved new products to meet the needs and conditions of customers.
Besides, they need to understand their products well, through 3 levels of a
product including .?????... . Let's take a closer look at the 3 levels of this
product
 
 Core product: omo has a higher detergent composition than other
washing powders, which helps to completely remove stains on clothes.
(outstanding washing powder)
(https://text.123docz.net/document/6156902-nghien-cuu-8-buoc-dinh-
vi-thuong-hieu-omo.htm)
 Actual product:  (prodcut attributes)
+ brand name (branding): A simple, intense, and memorable motto
concise
Omo- Dirt is good
Impressive brand name and the unique logo are easy to remember.
⇨ Raising brand awareness and building brand image. 
(http://chienluoctruyenthongaz.blogspot.com/2018/03/thong-diep-truyen-
thong-cua-omo-dirty-is-good.html)
+Feature: Most Omo washing powders come in a white powder form,
adding powerful new red and green energy particles, effectively
penetrating deep into fabric layers and dislodging even stubborn stains.
(https://text.xemtailieu.net/tai-lieu/chinh-sach-phat-trien-san-pham-cua-
omo-239958.html)
+ labelling: 
PRODUCT NAME & DESCRIPTION
DETAILED INGREDIENTS
NET WEIGHT
 USER GUIDE
BRAND MOTTO
PRESERVATION
BRAND LOGO
COMPANY LOGO
+ packaging design: Unilever focuses on designing the main red color
with dark blue to attract customers' attention, this is also omo's traditional
color. Omo always diversify product packaging with 90gram to 1.5kg to
bring more convenient value for consumers (attract customer).
(https://marketingai.vn/chien-luoc-marketing-mix-cua-omo-con-at-chu-
bai-cua-unilever/)
Previously, Omo produced mostly in the form of bags, but because
Vietnamese consumers often buy this product, concentrated in markets
and carried a lot, so Omo has improved it into a bag with a handle and
plastic bottle. (eye-catching and focused towards customer needs)
 Agumented product: Nowadays, because of household and economic
development, so customers are gradually interested in services and
amenities of any product. Supply starts to outstrip demand, which
promotes high competition among brands. Assessing the loss of
market share, Omo has focused more on product support services
such as discounts, customer support services, market expansion, etc.
--> make users gradually become loyal customers.
+ support service
1. Product line extension:
 (screenshot from bachhoaxanh)
1. Product life cycle (https://giaiphapmarketing.vn/tim-hieu-chu-ky-song-
cua-san-pham-omo-la-gi/)
+ Introduction: At this time, businesses have to market - promote
products at a high level. Bring images to consumers as quickly as
possible. However, this is also a period of great expense from
businesses without any guarantee that the product will be well received.
However, during this period, OMO was very successful in promoting the
product image to all customers.
 Entered Vietnamese market in 1995
 The sales grew slowly and profits were negligible
+ Growth: When entering the growth phase, the OMO product has
received the attention of users and is willing to spend money to buy. The
new product's sales and profit improved dramatically.
 The sales and profits for new product increased significantly
 Customers became familiar with OMO
+ Maturity: When OMO products are ripe, of course, sales will tend to
slow down. Right at this point, sales begin to decline, prices are
competitive, there are many substitutes, and the market for the product is
up. Marketing in the saturation stage will often aim against the
competition, companies conducting product research to take an
alternative approach.
 The sales increased more slowly and start to gradually declined
because the products could not meet high demands
==> EVALUATE
 Advantages Disadvantages
- Destroy human skin when dermal exposure in
-reasonable price, time- long-term
saving -> desirable result -Manufacturing
-diverse of scent, shape, -> Co2 with 300loads of laundry peryear for
price, color for different 1american ~ 218kgs per year-> harm the
purpose environment
- successel line-products -> Contaminate the environment by the
- Strong branding: easily overwhelming of plastic packaging(-cannot
to interested housewife biodegrade )
*Phosphate in laundry powder -> dissmissed to
lakes-> plants die-> bateria develop-> take the
oxigen of aquatic animals system changed
-decrease the direct machine expectation
(washing machine)

https://www.youtube.com/watch?v=mgdbrRAQ2zI

PRICE: 
1. Competition - based pricing  strategy (The price is also not too different
from competitors, Conduct in-depth research on customer needs to
provide the highest quality products)
Recognize that 70% of Vietnamese consumers live in rural areas with low-
income. OMO has set the goal of reducing its production cost in order to give
consumers the most reasonable price. The company has relied on local small
businesses to find and use local materials to replace some imported
materials; This both helps to reduce purchasing costs and helps to reduce
import costs. (https://congdongdigitalmarketing.blogspot.com/2018/02/chien-
luoc-marketing-4p-cua-omo.html)
Product Price Volum Price per
(vnd) e unit
Red Omo detergent 115.000 3kg 38,000
vnd/kg
Surf detergent with tropical floral scent 89.000 2,7kg 32,962
vnd /kg
Attack laundry detergent deodorizes 167.000 3,8kg 43,947
lavender vnd/kg
Ariel Laundry Detergent Perfectly Clean - 136.000 3,8kg 35,789
Deodorizing Odor vnd/kg
(Price comparison between different washing powder brands (prices
from Bach Hoa Xanh n.d.))
1. Product line pricing (The product line is separated into many quality
level in a view of consumers
--> Customers are now aware of the differences in quality and may
select the appropriate products for their needs. )
 
As mentioned before, omo's products are always improved and developed to
meet the needs of customers. But that new product is expanded and released
based on ingredients, scents and extras in different sizes. And consumers will
also receive notifications about these changes of the company through posts
on Facebook posts or promotional videos.
1. Promotional pricing (give out special price & offer discount in special
occasion  )
Omo give extra gifts if you buy above a certain price and here is a set of 2
comfort bags for orders from 319k. Especially at the end of the year or the
company birthday, the company organizes promotional gift programs for
customers to stimulate demand and position the product image in the hearts
of new customers, reinforcing trust in  old customers 
 
(https://wowgift.vn/qua-tang-khuyen-mai-danh-cho-khach-hang-cua-omo/)
==> EVALUATE
Ad Dis
Attract customer to rebuy omo’s Specific size for a particular product
products based on reasonable deals …
and bonus.
Bulk sales and make more profits.

PLACE: Unilever's distribution and sales network is always highly appreciated

by partners. They collect market research and intelligence about the
marketing environment. They began to segment the market not simply by
dividing into 7 sales areas such as the Northeast, the Northwest, HCMC, and
the Mekong Delta......, but by prioritization. Unilever has classified major cities
into 1 group including GT2, GT4, GT8
(Collecting market research and information intelligence about the marketing
environment, Segment their products into 7 different regions and major cities )
 ==> Therefore, we see more clearly the strong development of distribution
channels, creating conditions for the company to sell a lot of goods and earn
great profits. OMO is a personal consumption product, so the distribution
channel is also different from other products.
 
Distribution channels
Currently, there are 3 main distribution channels being used:
1. Producer --> retailer --> consumers 
  big c
 coop mart
 maximax
OMO takes advantage of traditional retail stores and supermarkets,
which have gradually become trusted and familiar to consumers. to
distribute products to consumers in the most convenient way
1. Producer --> wholesaler or distributor --> retailer --> consumers
nationwide metro system
Enterprise
Professional buying and
selling customers
Other branches dealing in
retail to consumers
 With this channel, OMO is sold at major commercial centers such as the
Metro system nationwide... Here OMO is sold in large quantities to
businesses, sellers, professional retail branches and then delivered to
the hands. consumers
1. Producer --> agent/ broker --> wholesaler or distributor --> retailer
--> consumers
 
(https ://text.xemtailieu.net/tai-lieu/su-thanh-cong-cua-thuong-hieu-omo-tren-
thi-truong-viet-nam-1909575.html)

==> EVALUATE

Intentive distribution Logistic

Reaching a significant range of Enormous source of money (120M$)
consumers through many platforms was spent on VN to develop their
such as ads in tv, social media, supply chain located in Ho Chi Minh
poster, billboard,… city. Many factories was built in Thu
Duc and Cu Chi which help the
organisation to minimise the original
cost.

PROMOTE: 
Advertising: 
 Traditional broadcast: (bumper ads)
 Bring your brand's message to a large audience →  Strong
advertising spread
(Capturing users' tendency to skip ads with the "Skip ads" button, Bumper
Ads method (ultra-short ads with a maximum duration of 6s) will reach
viewers on a large scale with short messages, easy to remember.)
 Billboard:  
 the ability to reach repeat customers 24/7
 vivid led screen -> businesses convey more information to
customers
Omo Tet has become one of the core activities in OMO business. Each year,
Tet holiday has different themes and activities, all of which are touching and
meaningful. I will introduce some typical Tet campaigns of Omo: 
 Advertising localization: 
 + “những chiếc túi tài năng” festival 
(The festival program is designed quite spectacularly with 14 attractive
games, associated with the spirit of the slogan "play to learn, get dirty",
creating conditions for children to show their agility, creative)
+ School painting program in 6 remote provinces, supporting 3000
students to go home to celebrate Tet
+ “ xuân gắn kết, tết chia sẻ” campaign
(the message of sharing through the eyes of children about the spirit of
solidarity, a good tradition of the Vietnamese nation)
 Public relation: 
  News: Gaining consumers’ trust through reliable sources of
news and proved that Omo is willing to help everyone have a
fulfilled Tet holiday .