MARKETING PLAN PRESENTATION

SLIDE COUNT: 50
 Lecture: Paul Yeow

Team members:
Nguyen Gia Khanh S3891990
Vo Doan Thao Nguyen S3878616
Nguyen Dang Giang Ngoc S3878514
Dong Thuy Nhu Quynh S3878649
Nguyen Duc Hiep S3893533
Tran Huu Minh S3891768
Table of
Introduction

Target customers and Positioning

contents Current marketing mix strategies

Marketing plan objectives

Recommendation

References

Appendices
 Introduction

• Company

a. International
• Founded in the USA in 1987 by William
Procter and James Gambles

• CEO: David S. Taylor

• "Touching lives, improving life."

• Launched a wide range of products for

over the last 150 years with 5 main
 Introduction

b. In Vietnam

• Arrived: 1995

• Director and Manager: Sai Ramana

• Large-scale manufacturing facilities:

Binh Duong Province
2. Product information
Conditioning agents:
Surround fabric fibers to protect against damage in the
washing machine or while drying and provide outstanding
softness.

Wrinkle release agents:

Decrease wrinkles in our clothes.

Freshener:
Perfumes and neutralizers help clothes smelling fresher

Design:
plastic bottles or plastic packages.
brand name on a large size.
Market share and Brand awareness

Market share:

20% of Market share (Euromonitor, 2021)

Brand awareness

Popular in Urban with no.4 12% of brand share (Euromonitor, 2020)

(Kantarawordpanel.com)
Target customer and
product positioning

Target customer

?Vietnamese common
The explorative future
housewives
generation
Product positioning

tryandreview.com

tryandreview.com
Current marketing
mix strategies

a. Product

• Types of product
• Levels of product
• Product Development Strategies
• Product life cycle
• Performance evaluation
Type of product:
Convenience products, pure tangible goods

• CUSTOMER BUYING BEHAVIORS:

frequent purchase, little
comparison or shopping effort,
low customer involvement
• PRICE: low price
• DISTRIBUTION: widespread
distribution, convenient locations
• PROMOTION: mass promotion by
the producer
LEVELS OF PRODUCTS: To keep fabric from wearing
off, soft and smell pleasantly
Core value for Prevent pilling and stretching

consumers: in laundry care

Features & quality: health-friendly products

with competitive features: antiperspirant
Actual
technology, enduring fragrance, etc.
product: (bachhoaxanh.com)
Brand name: top international brand
Design & packaging: well-designed, eye-
catching, relevant
Augmented
Available in supermarkets & online markets
product: Stunning and informative international website
 PRODUCT STYLE &
QUALITY
ATTRIBUTES DESIGN

Conformance quality: Performance quality:

Product safety is the first Downy constantly improves its
priority. Every ingredient is product quality with 24-hour-lasting
always selected carefully antiperspirant technology, enduring
with safe processes. If an fragrance, fresh aroma
ingredient is not proved to preservation, health-friendly etc.
be safe, they will not put it in (Ra Khoi Wholesale, 2020).
their products.
BRANDING
DOWNY’S brand name helps
consumers recognize its product
and distinguish its attributes
from those of other companies. PACKAGING
LABELING Recycled plastic package
Packaged in cans, plastic bags, or sachets with
Detailed information
various capacities.
Product Scent

development
strategies:
Line extension
Size
 Product Life Cycle
In this stage, the consumers:
GROWTH SALE
• Fairly familiar with Downy’s products are
actively purchasing the products.
• This results in a constant increase in sales
and stable revenue.

Focus shifts:
• From try this product -> prefer this brand
(Levitt, 1965)
• Enlarge numbers of potential customers
• Resist fierce competition by delivering
consistently superior-quality products and
developing new features to address consumer
needs.
 Evaluation
• A diverse product portfolio helps to address different needs and
reaching a larger client base.
• Success in gaining customers’ trust & even loyalty by superior
quality, effective features with modern, attractive design.
• Great sales service
____________________________________
• The too-wide product lines may confuse customers, reduce their
impression and hinder purchasing decisions.
• Plastic packaging (not environmentally friendly)
• Fierce competition in developing products and gains market growth
among top brands. => require constant innovation + cultivate more
competitive advantages
b. Price

• Major pricing strategies

• Operational pricing strategies
Competitor-based
Pricing

• Competitors: Comfort, D-nee, Scala,...

• In a fabric softener market:
• Comfort: 94.000/1.6L bottle
• Scala: 86.000/1.6L bottle
• Downy: 89.000/1.6L bottle
Operational pricing strategies

• Product-line pricing
• Product-bundle pricing
Product-line
Pricing

Developing several line

of product for various
purposes (159.000 VND
for a 2,3litters product)
Product-bundle
Pricing

Offer customers the

bundle at a deducted
price
 Price-adjustment strategies

Quantity discount Promotional pricing

 Evaluation
Doing well Not doing well
• Gaining a successful placement of • Being a significant barrier to the
millennial users
high-end laundry care market
• Strugglingly competing with cheaper
products in the market
 c. Place

• Distribution channel
• Channel organizations
• Distribution strategy
 Supply chain
Downy is using an Administered
Vertical Marketing Network Suppliers
(Upstream)
Downy fabric softeners are published in P&G Factory
situated in Binh Duong Province.
Diverse distribution platforms.

Large distributors can have strong influence on Distributors

P&G. (Downstream)

A data system “Distributor Connect”.

An application “GDSN”. Customers
 ?Marketing channel
Indirect Marketing Channel
level
• Intermediaries such as Co.op mart, Megamarket, BigC.
• Downy Vietnam sells products through e- commerce companies such as Shopee, Lazada.
• Downy corporates with Shopee to create a challenge “Thu thach viec nha” (Shopee, 2021).
 Distribution strategy
Intensive distribution

• Downy wants to stock products in as many outlets as possible.

• Even e-commerce is an outlet.
• Pushing for impulse buying.
 Evaluation
• Reaching more customers.
• Reducing in shipping costs. Reducing in products costs. Reducing inventory risk.

• Speeding up the time from production to consumption.

 Issues
Social distancing and quarantine Now, customers prefer groceries,
during the pandemic Covid- 19 convenience stores or online shopping.
 d. Promotion

• Advertising
• Public Relations
• Direct/digital
Advertising
 Public Relation
Special Events

Outdoor events Online events

Public Service
Activities
Direct/Digital
Marketing
Sale Promotion
?a. Sample
Sale Promotion
?b. Price pack/Discount

Save 176000VND when Buy 10 get 2

Discount on special days of
buying a big package
 EVALUATION
+ SPECIAL EVENTS: Developing online events and
challenges collaborating with e-commerces and
celebrities firms increases online customers’
interaction during Covid-19.
- ON SOCIAL MEDIA: The number of followers on
Downy Facebook are lower than Comfort with more than
430k followers, which is the most significant competitor
of Downy. Activities on Facebook are still simple and
repeated
- ON PROMOTION SALE: The sale promotion strategy
is still not various and attractive to many customers
compared to Comfort, which has interesting gifts such as
a pillow, a towel or a bottle, to their customers when they
 MARKETING OBJECTIVE IN THE NEXT 1 YEAR
Increase e-commerce sales (especially on Shopee & Lazada) throughout 2021 due to
the significant shifts in consumers' behaviour during COVID-19 pandemic.
Target customers:
Product objective:
urban housewives (35-45 yo), Maximize online shoppers' satisfaction + brand loyalty by
modern women (25-35 yo), optimizing augmented values of Downy's product online
selling.
independent young adults (19-24
Promotion objective:
yo) - active online and open to
Raise online awareness, on Facebook
online shopping.
Grow Downy’s digital presence to raise brand
Time-bound: 1 year. 2020-2022 is
awareness and win over next generations.
a critical period for online
Price objective: Maintain the sales from currents
shopping transition in Vietnam as
customers
the economy has been affected
Place objective:
 Best selling Downy fabric conditioners (P&G,
Shopee Vietnam, 2021): 29 results

Best selling Comfort fabric conditioners

(Unilever, Shopee Vietnam, 2021): 8 results
 Objective and Recommendation

?Objective
• E- commerce commerce channels will become
profitable majority.
• In 2030, P&G factories in Vietnam will use 40%
renewable energy.

• In 2018, the sales revenue of P&G increased

450 times during the event on Shopee (LDXH)
• Up to 2018, P&G has reduced 20% greenhouse
gas emissions from factories. .
 Recommendation (2021- 2022)
Changing physical events to virtual conferences
Changing in content of digital marketing
Cooperating with e- commerce companies in promoting Downy products
 Recommendation (2021- 2030)
Cooperating with Vietnamese government.
Investing on using renewable energy in
Vietnam factories.

The pandemic is heightening environmental

awareness (Kachaner et al.).
 Recommendation: PRODUCT

• Implementing free-delivery +
discount on next purchases policies
on dominant e-commerce platforms
(augmented value) to encourage
more online purchases.
Recommendation
Recommendation

Issuing loyalty points and

membership cards
References
Shopee n.d, ‘Thu thach viec nha’ - Vietnam Shopee, viewed 11 May 2021. Available at: <https://shopee.vn/m/pg-chinh-hang-fmcg?
fbclid=IwAR2qzfYFdtMQTtvyGtxj1tOAZ-X5MpT-lxCvW-2cB51wyV-oW2k0chMBqAE>

Statista 2021, ‘Number of social network users in Vietnam from 2017 to 2023’ Statista, viewed 11 April 2021. Available at:
<https://www.statista.com/statistics/489217/number-of-social-network-users-in-vietnam/>

Fashion Bible Kinh Thánh Thời Trang. 2017. ‘Dàn người đẹp nổi tiếng tham dự sự kiện ra mắt Downy Hương nước hoa mới ‘- Fashion Bible Kinh Thánh Thời
Trang. [online] Available at: <https://fashionbible.vn/living/phong-cach-song/dan-nguoi-dep-noi-tieng-tham-du-su-kien-ra-mat-downy-huong-nuoc-hoa-
moi.html> [Accessed 11 May 2021].

Downy Vietnam, 2021. Available at: <https://www.facebook.com/DownyVietnam> [Assessed: 14 May 2021]

Downy Vietnam, 2021, ‘Mở yêu thương, lan hương Tết’. Available at: <https://www.facebook.com/DownyVietnam> [Assessed: 14 May 2021]

Downy Vietnam, 2021. Available at: <https://www.youtube.com/user/DownyVietNamBrand> [Assessed: 14 May 2021]

Comfort Vietnam, 2021. Available at: <https://www.facebook.com/comfortvietnam> [Assessed: 14 May 2021]

https://nhandaoonline.vn/. 2021. ‘Bình Dương: Tiếp nhận hàng hóa trị giá trên 800 triệu đồng của Công ty P&G Việt Nam’. [online] Available at:
<https://nhandaoonline.vn/binh-duong-tiep-nhan-hang-hoa-tri-gia-tren-800-trieu-dong-cua-cong-ty-p-g-viet-nam> [Accessed 14 May 2021].
 References

Euromonitor International 2021. Laundry Care in Vietnam | Market Research Report | Euromonitor. [online], viewed 10 May 2021.
Available at: <https://www.euromonitor.com/laundry-care-in-vietnam/report>
Euromonitor International 2020. Companies | Downy (Procter & Gamble) in Vietnam | Brand shares | Euromonitor. [online], viewed
10 May 2021. Available at: <https://www-portal-euromonitor-com.ezproxy.lib.rmit.edu.au/portal/StatisticsEvolution/index>
www.bachhoaxanh.com. 2021. Kết quả tìm kiếm DOWNY tại BachhoaXANH.com. [online] Available at:
<https://www.bachhoaxanh.com/tim-kiem?key=downy> [Accessed 12 May 2021].
PINCUS, J., 2010. MILK PRICE REGISTRATION AND REGULATIONS IN VIETNAM: WILL IT LOWER MILK PRICES?.
FULBRIGHT ECONOMICS TEACHING PROGRAM, 10(02), p.44.
Porumb, V.A., Karaibrahimoglu, Y.Z. and Wang, S., 2018. Spend Money to Make Money?: Voluntary Audit Reviews and Firms’ Cost
of Debt. Voluntary Audit Reviews and Firms’ Cost of Debt (December 2018).
Shopee.vn. 2021. Downy. [online] Available at: <https://shopee.vn/search?keyword=downy> [Accessed 10 May 2021].
Us.pg.com. 2021. Environmental Sustainability | Procter & Gamble. [online] Available at: <https://us.pg.com/environmental-
sustainability/> [Accessed 9 May 2021].
Vietnam, D., 2021. Downy vietnam Đánh giá sản phẩm - Tryandreview.com. [online] Tryandreview.com. Available at:
<https://www.tryandreview.com/vn/brand/downy> [Accessed 15 May 2021].
 Our Team
Nguyen Gia Khanh - S3891990 (Leader):
Vo Doan Thao Nguyen - S3878616:
Nguyen Dang Giang Ngoc - S3878514:
Dong Thuy Nhu Quynh - S3878649:
Nguyen Duc Hiep - S3893533:
Tran Huu Minh - S3891768:
Thank you!