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Running Head: DOVE SHAMPOO IN VIETNAM MARKET 1

Dove Shampoo in Vietnam Market

Ta Le Thuy Duong, Du Phuc My Kim, Nguyen Trung Son, and Do Hong Phuong Uyen

Marketing Planning Project

August 20th, 2017

Assoc. Prof. Tran Ha Minh Quan


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Table of Contents
Introduction ................................................................................................................................................... 3
Methodology ................................................................................................................................................. 4
Internal analysis ............................................................................................................................................ 5
Company Unilever Vietnam .................................................................................................................. 5
Unilever Category Overview .................................................................................................................... 5
History of Dove Vietnam .......................................................................................................................... 6
Business Strategy and Big Objective ........................................................................................................ 6
Business Model ......................................................................................................................................... 7
Company Insight ....................................................................................................................................... 8
External Analysis .......................................................................................................................................... 9
Segment Insight ........................................................................................................................................ 9
Customer Insight ..................................................................................................................................... 11
Competitors ............................................................................................................................................. 13
Macro Environmental Analysis (PEST Analysis)....................................................................................... 15
Political ................................................................................................................................................... 15
Economic ................................................................................................................................................ 15
Social-Cultural ........................................................................................................................................ 16
Technological.......................................................................................................................................... 16
Internet Connection................................................................................................................................. 17
SWOT Analysis .......................................................................................................................................... 17
Strengths ................................................................................................................................................. 17
Weakness ................................................................................................................................................ 18
Opportunity ............................................................................................................................................. 19
Threat ...................................................................................................................................................... 22
Assessing Market Opportunity ................................................................................................................... 23
Positioning .................................................................................................................................................. 25
Marketing objectives ................................................................................................................................... 26
References ................................................................................................................................................... 27
Appendix ..................................................................................................................................................... 30
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Introduction

Recently, the hair care industry in Vietnam has consistently grown. This has created more

intense competition within the market, in which the producers utilize various ways to attain more

customers. Looking at the vast growth in this country, most of hair care companies are more

serious and competitive in developing and expanding their products in order to gain the huge

profit. From this situation, Dove Vietnam are facing the challenge of being differentiate itself in

the marketplace.

With the aim of holding the sustainable growth as well as the top position in Vietnam

FMCG industry, a team of marketing department from Dove Vietnam selects Shampoo market to

find out the marketing objectives.

In this report, the marketing objectives are set through the analysis of 4 main parts,

including Internal Analysis, External Analysis, Macro Environmental Analysis, and SWOT

Analysis. Meanwhile, the Market insight in the second part, which includes Consumer Insight,

Competitor Insight, Company Insight and Segmentation Insight, is reported from both primary

and secondary data. In the SWOT analysis, it shows the potential opportunities for an innovation

of shampoo in Vietnam market, instead of technically doing a plan to increase sales or change

the performance of currently package.


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Methodology

This project utilizes both primary and secondary data through critical and logical analysis

about Doves haircare market, specifically Shampoo product line. After that, the last part states

out appropriate marketing objectives for the brand.

Secondary Data

Three quarters of this report is collected as well as selected from lecture books, literature

reports, former research, web articles, academic websites and Doves official website. Through

continuously gathering and comparing the data collected, Doves haircare market is deeply

understood in order to find out the marketing objectives.

Primary Data

To understand deeply about the shampoo consumer insight, descriptive research is

conducted to collect primary data from online survey questionnaire hosted by Google Form.

Questionnaire includes various types of questions, namely closedended questions and opened-

ended questions. In the situation of financial and time constraints, there are some limitation, such

as results accuracy.

In the survey, the target respondent is women, who are above 18 years old, living and/or

working in central districts of Ho Chi Minh City, regardless of their career. Sampling techniques

of this research are nonprobability that each population element is selected based on our team

relationship. In particular, they are readily available from Facebook, so this is convenience

sampling. After several days, 172 respondents filled their survey but only 167 respondents usable

ones are processed to analyze.


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Internal analysis

Company Unilever Vietnam

Unilever is a Fast moving consumer good (FMCG) company which own a broad range of

product portfolio as well as hold the sustainable position in Vietnam. According to Unilever

Vietnam Employee Handbook (n.d), in 1995, Unilever started the Joint Venture Lever

Vietnam with a capital investment of $ 56 million. In the next 2 years, Unilever continued to

establish Unilever Best foods and Elida P/S with a total investment of US $ 32.5 billion and

US $ 17.5 million respectively. Moreover, based on its advantage as a nationwide coverage,

Unilever Vietnams growth rate reaches 32% annually for nearly 10 years. In January 2004,

Unilever Best foods and Elida P/S were incorporated. After that, Unilever Vietnam currently has

two companies, including Lever Vietnam Joint Venture with total investment capital takes 64,9

million USD located in Ha Noi, HCM city and Cn Th with 2 main Categories: Household Care

and Personal Care including Hair Care and Skin Care. Lever Vietnam Joint Venture takes

account for these main brands: Omo, Viso, Surf, Comfort, Sunlight, Vim, Lux, Dove, Sunsilk,

Ponds, Hazeline, Clear, Lifebuoy. Secondly, Unilever Best Foods and Elide P/S takes the total

investment capital of 54.6 million USD, located in C Chi Industrial Zone, HCM city. There are

2 main categories: Personal Care and Food Solution including P/S, Close-up, Lipton, Knorr and

Walls.

Unilever Category Overview

Unilever is the leading manufacturer as well as distributor of food, home and personal

care products. The company markets these products under 400 brands, including Axe, Ben &

Jerry's, Blue Band, Dove, Flora, Hellmann's, Knorr, Lipton, Lux/ Radox, Surf, Rexona, Wish-
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Bone, Sunsilk, Rama, OMO, Toni & Guy Pureit, Suave and TRESemme. The company classifies

its business operations into four reportable segments: Foods, Refreshment, Personal Care, and

Home Care.

In Personal Care segment, the company offers skincare and hair care products,

deodorants and oral care products. Unilever offers these products under Dove, Lux, Rexona,

Sunsilk, Axe/Lynx, Ponds, Clear, Lifebuoy, Suave and Vaseline brands. Its oral care brands

include Signal and Close Up (Canadian, Unilever N.V.)

History of Dove Vietnam

In 1996, Dove firstly launched Dove Cream Bar and Shower Gel in Vietnam. In 2000,

Dove air conditioners was also launched after that and till 2004, Vietnam Unilever makes the

release of Dove shampoo, hair conditioner and they launched the campaign for real beauty and

innovation one year later 2005. The hair care line came out, marking a bold step for Dove after

years of development with the line of body care, they have 4 main hair care products until now

includes: Shampoo, Conditioner, Hair-oil, and Hair-serum.

Business Strategy and Big Objective

Big objective of Unilever is to make sustainable living common place (Unilever

Sustainable Living Plan in Vietnam - USLP, 2010). According to this plan, USLP is the

blueprint for sustainable growth, which helps drive profitable growth, reduce costs and foster

innovation. In addition, Unilevers big strategy includes 3 sub-targets, namely Business Growth,

Positive Social Impact, and Decouple Environmental Footprint.


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Business Model

According to Unilever Annual Report (2016), there are totally 6 steps in the business

model of Unilever; which are Consumer insight, Collaboration, Innovation, Sourcing,

Manufacturing and Logistics, Marketing and Sales.

First of all, it started with Consumer Insight. In Unilever, there is CMI Group, which

stands for the Consumer and Market Insight Group. All members work together, explore the data

through various means of research, including focus groups, quantitative research and social

media dialogue. Therefore, CMI Group is well-known as the foundation of brand innovation.

Next is Collaboration, the critical elements for business success. USLP is called as a Partner to

Win commitment which encourage the innovation and collaboration with Suppliers. The third

step is Innovation, or Research and Development. Unilever spends 1 billion annually on

research and development, employing approximately 6,000 experts to drive innovation, uses

insights and technologies to deliver brand-led benefits which meet the latest trends (Unilever

Annual Report (2016). Sourcing, Manufacturing and Logistics is the fourth step of Unilevers

business model. In Unilever Annual Report and Accounts published in 2016, they presented a

strong system with high quality, world-class manufacturing factories, operate a network of

around 400 warehouses globally coordinated by a central system of control towers that improve

customer service, cut costs and reduce emissions. Following step is the Marketing. In 2016,

Unilever Marketing Strategy strongly focus on Digital world which can helps them map the

consumers purchase journey and cut exactly consumer segmentation. Moreover, sustainability is

included in marketing strategy. Unilever reported (2016) that all of top brands be Sustainable

Living brands, which combine a strong purpose delivering a social or environmental benefit,

with products contributing to at least one of our USLP goals. Final step is Sales. In this step,
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Unilever focus on these following actions: establish a close-knit and long-lasting relationship

with retailers; and enhance the effectively accessibility of products through systems of physical

stores. Moreover, Perfect Store Program, Strategic Framework are developed to win all the

shoppers on every occasion and focus more on convenient stores that 33 million increasing of

convenience stores globally.

Company Insight

This is the inclusion of the strength insight the company as well as the root of every

decision, and also included marketing decision. According to Unilever N.V Report (n.d), there

are 4 main strengths insight this global company.

The first strength is Wide Territorial Presence. This strength helps Unilever reduce

their business risk that they are not dependent on a specific market only, instead of worldwide

market including 3 main markets: Asia/AMET/RUB countries, Americas, and Europe. Presence

of more than 300 manufactures around the countries, six main R&D centers in the US, the UK,

the Netherlands, India and China and perfect distribution system which minimizes the risk of

business significantly. Strong Market Position is the next strength of Unilever. Statistically,

Unilever is a leader of FMCG, and stay strong in global market which owns broad lines of

product, a big worldwide consumption in many segmentation and amount of factory

manufactures. This key strong position has attracted many suppliers, retailers and have a

sustainable relationship with Unilever. Thirdly, Broad Portfolio creates opportunities to meet a

variety of needs in different segmentation. For example, there are many range of products by

which Personal Care takes highest account of percent revenue (24.2%) compared to Food,

refreshment and homecare category. The fourth strength is the location of R&D Center, USA
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respectively. Impressive R&D methodology and focus helps Unilever increase their

competitiveness in the marketplace. In 2015, Unilever launch their new R&D technology,

oxyfusion technology. This new range of product is formulated with Oxyfusion Technology to

give hair both nourishment and volume without weighing hair down which is also the inner

potential opportunity of the business about which we will discuss afterwards.

External Analysis

Segment Insight

The favorable economic condition has become a fortune for the hair care industry.

Michael (2013) stated. Therefore, the market size of hair care industry are gradually increase,

that is paralleled with the complex and exigent in needs of customers. Additionally, the hair care

industry itself will be included numerous sub-industries, and each sub-industry can be a

combination of multiple segmentation. Every segmentation of a company is a group of customers

which illustrated the same needs, they will have their own expectation for a hair care product. It

is obvious that most of hair care products builds the positive self-esteem and inspires consumers

to reach their full potential. Therefore, this market should be carefully segmented.

In this paper, the hair care market is segmented from Doves already targeted segment

that is all age Vietnamese women in upper-middle class. From that, one more criteria to continue

to divide this market is woman hair performance. This criteria reflect customers hair situation

when they perceive at the time making decision to buy. Nowadays, according to the survey and

other reports, hair performance is very important to woman, because it directly trigger

customers need to choose a hair care product. Moreover, it show the feeling of customers about
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their hair. Due to these beliefs, customers will choose their hair care products that brings them

the best solution.

To come up with the result of segmentation, we had conducted survey about the shampoo

consumption habits of woman in Ho Chi Minh City, called Kho st v thi quen mua du gi

ca n gii TP.HCM. It started from 2nd August, 2017 to 10th August, 2017 with sample of

172 women who above 18 in Ho Chi Minh City. Based on the result that we collected from the

survey, we separate the market into 3 groups of hair performance, namely treatment remedy,

natural therapy and professional expert.

Group 1 - Treatment Remedy (33.1% ~ 57/172 interviewees): Customer have serious hair

problems. These therapeutic hair are commonly known as dandruff, itchy, dry scalp,

uncontrollable fallen, and other related symptoms. These problems strongly affect their daily life

and cause nervous, lack of confident in public. Customers actually needs such an effective

treatment to relieve dandruffs irritation or an anti-hair loss prevention.

Group 2 Natural Therapy (49.5% ~ 85/172 interviewees): Customer can have just a

light hair problem. The hair damage rate is quite moderate or even less. Moreover, it dont affect

their daily life so much. However, it prevent them from having healthy, beautiful and shiny hair.

The most well-known performance of hair in this case is dryness. Its due to the problems deeply

created insight the texture of hair, broken or lack of nutritive. For this group, customers need the

soothing nourish improvement to rehabilitate as well as humidity provision. On the other hand,

these hair situations might not bother customers so much, however, they are afraid of being

worse or are not satisfied the current hair, they want more in order to feel happy and be proud.

Group 3 Professional expert (17.4% ~ 30/172 interviewees): Woman in this group dont

actually have any hair problems, they are nearly closed to what they are expecting. However,
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they need more total care and maintain their hair beauty. At this level, they need the unique

blend of nutritive ingredients to leave hair soft and manageable, such as Nourishing Oil Care,

Pro-Keratin, etc. This is a perfect products for those who would like to keep an ideal hair

situation or want to be a super-star hair look.

Customer Insight

One of the basically and common purposes of almost companies is serving the targeted

customers better than others. There is nothing to argue if company can meet all customers needs

and satisfy all of them. It is such an unrealistic story. Practically, no one is exactly the same with

others. According to Duggal (2015), he stated that Customers in present times want new and

better solutions to their changing needs. They are not satisfied with mere a good or service, they

want more out a product, they want their emotions to be satisfied. In order to meet the needs of

customers, it is compulsory for every company to deeply understand customer insight. There are

various ways to analyze the insight of customer. And in this part, the insight of women in all age

about Shampoo in Vietnam will be analyzed by 2 tools, including Decision Making Unit analysis

(DMU) and Need Landscape analysis.

These following analysis are reported from total 3 segments, namely Treatment Remedy,

Natural Therapy, and Professional Expert. All of detailed information are in the Appendix.

Therefore, for any change in the marketplace as well as the environmental forces,

company should promptly perceived whether to take action to redefine the customers needs or

not. Moreover, there is no way to perfectly fit with customers needs; so it is necessary to

seeking information about whom can influence on the customers decision making process, who
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are they, why they do that, what are their roles, and in which scales that will affect, etc., based on

the DMU Analysis.

In almost segments, woman the first identity targeted customer, which can be one of

these three roles: user, payer and final decider and stand for a high relative influence. The typical

agenda are about quality of the shampoo (such as clear, not itchy, less chemical indigents, shiny

hairs according to their hair performance); reasonable price; aroma nice scent; famous brand

and convenience (easy to buy, various sizes, use in urgent issue, etc.). The next positions are

friends and family the influencer as well as the payer which relatively account for low or

moderate influence. The value of shampoo that friends and family want to give includes the

sharing of quality, price and care. Moreover, hot face, bloggers and celebrities are also the

influencer at the low or moderate rate to PR or sharing. The last one is seller. The only one

significant point of seller in comparison with others in general is its pressure points. It means that

it is compulsory for the seller to persuade customers to buy and increase profit. In reality, it

never be the simple story of individually seller and user, there are many influencers involved in

the process of decision to buy of targeted customers. The most significant difference among

these segments is the appearance of Doctors in the process of decision to buy in the segment

Treatment Remedy. It means that one company cannot only focus on its end-users. Therefore,

from Dove Vietnams point of view, Dove should intelligently and proactively take advantage to

keep its portfolio in the Natural Therapy segment in Vietnam.

According to the analysis of need landscape, it is not reasonable to assume that all of

customers need and want the same thing. Because everyone will have their personal needs as

well as they find different elements to satisfy their needs. Therefore, it is not easy to realize what
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all of women need in the shampoo, thats why the marketers should clarify and segment woman

into groups according to their needs.

After analyzing each segment based on the need landscape analysis, there are some

potential breakthrough. In the Natural Therapy segment, most of shampoos are gradually fit

womens needs. However, in this segment, woman are finding the daily convenience shampoo

because their demand in keeping the performance of hair for specific occasion or urgent issue.

Moreover, they prioritize not only the cleanness, but also the nutrition. Therefore, the innovation

of a new shampoo which is the combination of 2 elements will be able to satisfy their needs and

it is quite potential in Vietnam market.

Competitors

According to Popular Shampoo in Vietnam Consumers good market reported from

Q&Me Vietnamese online market research agency, the top 3 most popular brands in the women

haircare are belongs to Unilever, including Clear 22%, Sunsilk 18% and Dove 15%. The

following in that list are Pantene, Head & Shoulder from P&G.

Direct current competitor of Dove Vietnam

Procter & Gamble (P&G) is the world's largest consumer processed goods company with

revenues of $80 billion in 2014, from a portfolio of about 200 brands. While Unilever is the

world's second largest CPG company with revenues of $57 billion from over 400 brands. On the

other hand, Pantene - a brand of P&G, first entered into Vietnam in the same year of Unilever

1995. These two companies compete each other directly in every segments with quite similar

strategy in pricing, promotion, products and places. And in hair care industry, Pantene presented
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in the same three segment with Dove: Treatment Remedy, Natural Therapy and Professional

Expert.

With the same line Nutritive Solution on the every package of shampoo, Dove position

itself as a hair damage repair brand, which compete directly with Pantene Pro V. Although

Dove Vietnam is the most recognized brand (Q&Me), it is not the most prefer to use brand.

According to Vinamarket research, when being asked Among brands you know, what do you

use as you main brand? Pantene is commonly used by more of respondents, 20.9% in

comparison with 14.6% of Doves usage.

In Treatment Remedy segment, Pantene launches Pantene Pro-V Total Damage Care

product line to compete with Dove Intense Repair and Pantene Hair Fall Control to compete with

Dove hair Fall Rescue. In Natural Therapy segment, Dove has Dove Oxygen Moisture while

Pantene has Pantene Daily Moisture Repair. For Professional Expert segment where women do

not actually have any hair problems, Pantene and Dove both launch products which offer to

maintain great hair condition and total care. As Pantene has their Silky Smooth Care product line

while Dove has Dove Nourishing Oil Care product line.

In addition, in pricing strategy, price of Dove Vietnam is a little bit higher than its direct

current competitor Pantene Vietnam. For example, a bottle of Pantene Pro-V Total Damage

Care Shampoo 670g costs 119,000 VND (on adayroi.com) while a bottle of Dove Intense Repair

Shampoo 650g bottle costs 123,000 VND (on adayroi.com). They both target in Treatment

Remedy segment. Moreover, one Dove Hair Fall Rescue shampoo 900g bottle costs 154,000

VND which is 1,500VND higher than Pantene Hair Fall Control shampoo 950g bottle. Both of

them set price to illuminate the brand image as high quality but still affordable.
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Besides Pantene, there are some indirect competitors like Thai Duong Sao Thai

Duong Inc, Double Rich LG Inc, etc Their size and market share is relatively small compare to

Dove Unilever and the constrain time of this report, we do not take them into consideration.

Macro Environmental Analysis (PEST Analysis)

Political

Vietnam is a one-party state ruled by the Communist Party of Vietnam (CPV) which

provides strategic direction and decides all major policy issues. As a further matters, Vietnam is

one of the more politically stable countries in South East Asia. Internal conflict in Vietnam is

rare although recently there have been a small number of high-profile protests including in

relation to an environment disaster in Central Vietnam. Moreover, Vietnam joined WTO,

ASEAN FTAs with China, Japan, India, the Republic of Korea, Australia and New Zealand, as

well as Viet Nam - Japan Agreement on Economic Partnership.

Economic

Vietnams shift from a centrally planned to a market economy has transformed the

country from one of the poorest in the world into a lower middle-income country. Vietnam now

is one of the most dynamic emerging countries in East Asia region. Worldbank. Moreover,

according to the World Banks (WB) Doing Business 2017, Vietnam is in the 82th (rank out of

190), which 9-level increase in overall compared with previous years. In Boston Consulting

Group report (2013), they stated that Vietnam has the fastest-growing middle class in South East

Asia, 12.9% per annum over the period 2012-2020 respectively.


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In addition, the data in World Bank has statically proved that the Vietnamese economics

has an tendency to grow. From 2013 to 2016, Vietnams GDP has reported to increase from

171.22 billion USD to 202 billion USD. Economic growth averaged 6.2% in recent years.

Furthermore, the government aims to achieve the growth of 6.5% in 2017. Since 1991,

Vietnams GDP per capita has increased by 350%, which leads Vietnam become the 2nd place in

growth rate.

Social-Cultural

Vietnam population is over 95 million. In reality, Vietnam is known as the 14th populous

country in the world, as well as the third populous country in Southeast Asia- just after Indonesia

and Philippines.

Vietnam is now in the demographic golden age. 25% of the population is aged between

10 and 24; the median age is around 29. There are roughly seven people of working age for each

pensioner which make the incensement in consumption of FMCG products in Vietnam.

When doing business in Vietnam, companies should beware of the fact that corrupt

practices are widespread in Vietnam. Anyone engaged in business in Vietnam may encounter,

and at the very least should prepare for, the challenges of corruption in one form or another.

(Gov.uk)

Technological

Telecommunications. Based on the report in 2017, the revenue of telecom service is

expected to reach $6.9 billion. Mobile data services own the major share (36.8 percent) of the

sector (export.gov). Furthermore, 3 main Vietnamese telecommunication companies, namely


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Viettel, Mobifone, and VNPT-Vinaphone, continue to dominate Vietnam telecom market with

over 90% shares. Meanwhile, Viettel is called as the largest player currently and estimated to be

at the same position through 2020. As of October 2016, the 4 operators had gained 4G licenses

were Viettel, VNPT-Vinaphone, Mobiphone, and Gtel. Additionally, 4G services is now

available and estimated to expand dramatically.

Mobile Phone Networks. At present, there are six mobile operators in Vietnam; VNPT-

Vinaphone, Mobiphone, Viettel, Vietnammobile, Gtel, and SPT. Per Vietnams Ministry of

Information and Communications, last year there were 128 million subscribers of mobile phones,

of which 63 million were Viettel users, 34.6 million on Mobiphone, 20.5 million used VNPT-

Vinaphone, 5.9 million on Gtel, and 3.6 million are subscribers to SPT and Vietnam mobile.

(export.gov).

Internet Connection

Up to January 2017, the number of fixed broadband internet subscribers is over 9 million,

while the number of mobile broadband internet users via 3G network is greater than 5 times

(export.gov). Reported in the Business Monitor International, internet market in Vietnam is

expected to rise 9% for the next couple years based on the strong growth of applications, e-

commerce, and internet TV.

SWOT Analysis

Strengths

There are many strengths of Dove in the Natural Therapy segment, which are almost

come from its reputation in years. First of all, the most noticeable strength of Dove shampoo in
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Vietnam market is the sterling reputation from Unilever the prestigious outstanding global

company. According to Unilever Vietnams report in 2015, 2016, Dove has been knowns as the

flagship in recognition of personal care category for many years. In addition, Dove has also been

inherited from the stable and massive national distribution network, which consist of

supermarkets, hypermarkets, markets, convenience stores, grocery stores and retail outlets

(About, websites). Dove promises its quality worldwide with the identical formulation of mild

detergent and moisturizing cream. Following the mission of Unilever To work to create a

better future everyday (Unilever, 2013), Dove keeps going to add more values to their products

through annually technology innovation, for instances, Micro Moisture, Dry Oil, Anti-Frizz Oil,

Keratin Repair Actives, and Oxyfusion Technology. Additionally, Dove has been holding its

expert position as a damage care brand in Vietnam market share. Moreover, up to now, there

are totally five factories of Unilever in Vietnam, including Ha Noi, Cu Chi, Thu Duc - Ho Chi

Minh City, and Can Tho. Therefore, Vietnamese are now paying less money for an international

Doves products.

Weakness

On the other hand, there are some remaining weaknesses of Dove Shampoo in Vietnam.

Although there are five Unilever manufacturers in Vietnam, the price is still higher than

estimated. The main reason is that there are some elements and/or ingredients that dont exist in

Vietnam, Unilever Vietnam still need to import them from foreign countries or through the

agents supporting. Moreover, customers claimed that in comparison among various shampoo

products in Vietnam market, Dove seemed rarely introduce new products through samples, or

real experience campaign. It is obviously that, the buyers or payers, who hold the final decision
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are more important than real consumers. For example, most of Vietnamese housewives tend to

buy what they used to try when they find the new shampoo because they concern whether they

will waste money or not. Therefore, despite of various strengths as being an international brand

recognition, it is still counted for a weakness of Dove shampoo.

Opportunity

According to the research, there is a variety of attractiveness criteria in Vietnam market

for the new innovation of shampoo. It is included the current/ potential size of Vietnam market

for personal hair care products, the Vietnamese womans willingness to pay to satisfy their

demand in convenient of shampooing hair, the awareness in personal care as well as personal

image which are reflected by the hair performance, and the urgent demand of such a dry-spray

shampoo the combination of fast clearness nutrition in the modern life. These opportunities

are explained in detailed as following.

Firstly, Vietnam market is proving to be the potential market for the development of

FMCG. According to the Nielsen report of FMCG in Vietnam market (April, 2017), there is a

significant increase in the growth of FMCG, 9.6% in generally the highest growth rate in the

last 3 years. Meanwhile, it is the good news for personal care products which reach a peak at

10.512% in the nominal value growth in this quarter. Moreover, based on the report, the rural

sector becomes more potential. Mr. Nguyen Anh Dung, Director, Retail Measurement Services,

Nielsen Vietnam, indicated that Despite the slowdown in the rural sector due to agricultural

challenges seen last year, this sector bounced back strongly with significant recovery across

super categories Over 60% of Vietnams population live in the rural areas and there are

excellent opportunities for companies in this sector. Rural consumers have rising incomes and
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greater access to product information than ever before through the internet and their uptake of

smartphones. Manufacturers that have access to the latest knowledge and information on rural

trends and consumer demands will be best placed to capture growth opportunities. Furthermore,

based on the graph of Vietnam leads convenience store charge post from Bangkok Post on April

2017 about the compound annual growth rate (CARG), Vietnam is predicted to dramatically

increase to 37.4% in the next four years, and become the leader of Asias grocery market. The

remarkable expansion in rural as well as grocery market seems the alert of a new source of

growth for many manufacturers.

Secondly, with the improvement in the level of literacy as well as the spread of globalized
environment, more and more Vietnamese perceive that they should take more care for
themselves and even ready to spend money for personal care products. In the Nielsens research
of Vietnam macro economy in 2015, Vietnam placed the 1st position in health-conscious in
Southeast Asias countries which stands for 48% of the population prioritize staying fit and
healthy as their aspiration. In March 2014, Euromonitor International complied for British
Columbia Ministry of Agriculture published the Market Opportunity Report: VIETNAM. The
researchers indicated that Vietnamese customers put more effort in enhancing health
consciousness. They used to simply become the followers of the sellers; however, now they
independently select, clarify information and even know how to confirm the real versus fake.
Additionally, in 2014, the report Nielsen Know Act and Grow pointed out that 37% of
Vietnamese respondents think now is the time to buy, 54% of Vietnamese respondents are
confident about personal Finance". Therefore, they switch to quality-oriented, instead of price-
oriented as they used to. Based on the research in secondary data, 75% of Vietnamese woman are
totally willing to spend for hair care products, such as shampoo, conditioner, treatment mask,
serum, etc. It used to be really difficult, costly and even risky for introducing a new personal care
product or brand name into Vietnam, however, the story today is completely different.
Nowadays, Vietnamese favorably approach the modern and advanced technologies, products and
services. And moreover, they tend to consume foreign brands, decide to buy based on the
indication the country of origin on labels, and believe the imported goods from international
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brand be better. It illustrates opportunities for a global brand as Dove to differentiating or


introducing new life in the brand cycle.

Last but not least, nowadays, the awareness of Vietnamese woman about hair gradually

increase and it creates a new demand. Hair is known as an indescribable part so they are pickier

in choosing a shampoo. Based on the survey, 34.3% of the interviewees agreed that the

situation/performance of hair is the key element the most important criteria to make a decision

to buy; and 55.8% of them stated it was important. Furthermore, they realize the bad affects from

sunshine, polluted environment, dry wind; especially the high temperature in hair styling (such

as dyed, stretch, bending) do harm to the texture of hair, so they think much about the

solutions and how to prevent the best performance or instantly find out the treatment therapy

when hair disease is occurred. In reality, woman not only do household and take care of family,

they also join in the workforce as well as have their own journey to explore the world. Hair is

voted as the representative of woman image, confidence, competitive advantage, as well as

attractiveness. As the result in our survey, nearly 80% of female from 18 to 55 years old, expect

that in daily, their hair is always look good in any circumstances; or at least, if some works

unexpectedly occur, their hair will look good instantly without going to hair salon. Additionally,

the heavy workload, negative impact of sunshine and polluted environment badly affect the

performance of hair. It leads to various annoyed problems for female, for example, anti-dandruff,

scalps residue, sickness, and unappealing scent. Those are the reasons why they would like to

seek for the product that satisfy their specifically needs of cleanliness, conservation, convenient

and nourishment. Jessica Ragoschke - a consumer analyst company Nielsen, used to say that:

Consumers are simplifying their hair care routines and opting for a more casual or natural style

as well as increasingly using substitute products like dry shampoo. (n.d). Therefore, the Oxygen
DOVE SHAMPOO IN VIETNAM MARKET
22

technology in dry-spray shampoo of Dove is absolutely able to become the leading trend in this

market if Dove Vietnam do a good strategy.

Threat

For any giving business, threats shall be taken into consideration. Needless to say,

competition should be prioritized as the top important threat. Competition in this market is

unexpectedly controlled, especially on the ever growing awareness of hair care products.

Michael (2013) researched the Factors Influencing the Purchase Decision towards Hair Color

Products, he concluded that Hair care industry itself actually consists of several sub-

industries. That is, for each sub industry, there is a variety range of products from different

brand names but no significantly difference in the function. Therefore, Dove Shampoo are facing

up with not only the current direct competitors, but also the potential competitors from both local

and global. Additionally, it will be the enormous problem for Dove if the initial Vietnamese

customers are deeply skeptical about the chemicals ingredients. They will switch to use herbal

products or even handmade products. Another threat of Dove comes from its own trademark,

however, it is fake and imitated the counterfeit goods. There is no doubt to see the fake Dove

shampoos rampantly in the market, especially the area of low income and/ or level of literacy.

Those products are nearly the same with the real one but absolutely cheap. Consequently, Dove

will be negatively affected. It is obvious that Dove is able to prove its purity, however, customers

may fear of buying fake products, so they buy the other product with no imitation or scandal.
DOVE SHAMPOO IN VIETNAM MARKET
23

Assessing Market Opportunity

As following the class lecture: Assessing Market Opportunities which stated that

assessing the inherent attractiveness for the company and company competitiveness helping

target and allocate the resources, capability and investment effectively to achieve the expected

ROI for business. The attractiveness and competitiveness matrix of McKinsey or we can say GE

model. Such model is applied below acting as the most important tool to analyze and identify

Dove investment strategy. In this analyzation, we focus on the Upper-income segment such

desire to have natural therapy which takes 55% of Dove segment size.

Attractiveness Assessment

First step is define the criteria of attractiveness, weight and score them. This assessment

helps us to answer the question which opportunity of market attractiveness that affect to our

company and objectives. We choose five important criteria including current market size, current

market growth, segment size, price sensitivity and potential differentiation and the total score for

Attractiveness assessment is 595.

Competitiveness Assessment

The second step is define the competitiveness of the company such procurement executed

the same as the attractiveness assessment. However, the competitiveness criteria is different,

acting as know-how, strength, weakness of Unilever, Dove category and manufacturing

capability that affect to their own competitiveness ability. Thereby, we define 6 criteria including

Dove Market Share, Dove Market Growth, Brand Awareness, Dove Quality, Point of Different

and Cost of Operation.


DOVE SHAMPOO IN VIETNAM MARKET
24

According to Unilever BCG Matrix, Tom Oakley (2014), Unilever has brands standing at

a peak of market growth and holding a large market share including Lipton and Dove. Moreover,

Unilever has a strong resource such as 5 manufacturing factories in Vietnam. Therefore, the cost

of operation reduce relatively in tandem with the high quality of product and unique innovation

of R&D Team allocated in US.

After assessing, weighting all of the Competitiveness Criteria Score, the total score of

775 is the high score based on GE matrix ratings that we will discuss below.

Attractiveness/ Competitiveness Matrix (GE Matrix McKinsey Matrix)

According to McKinsey Matrix (1970s), this model perform current business portfolio

situation based on the strategic business units (SBU) score of a corporation. Thereby, business

should take a look and think which effective way for company to put on their next strategy and

investment in the GE model.

Based on the score of Market attractiveness (scored of 595) and competitiveness (scored

of 775) above, we can indicate that Dove Hair Care portfolio unit is decreasing of the

attractiveness degree in the market but still keeping on the high score of competitiveness from

Unilever that no one cant avoid. Therefore, we are exactly at the middle-right of the GE Model.

In this circumstance, the company should build the product portfolio selectively to enhance the

market attractiveness. The principle 3 and 5 from the is the most suitable to allocate effectively

our resources

Principle 3: Keep the balance of Cash Generating and Cash-absorbing of 2 different SBUs.

Principle 5: Attractiveness may sometimes be increased through refined segmentation.


DOVE SHAMPOO IN VIETNAM MARKET
25

Positioning

In this case, the multi-attribute model (MAM) acts as a tool to clearly answer the question

How do the customers see the market.

The first step AMA - Perception Analysis explains how the customer positioning Dove,

Pantene and Rejoice based on seven main attributes: make hair shiny, repair damage hair, make

hair stronger, make hair soft and smooth, effectively moisturize hair, and give hair shape almost

woman want and finally hair salon quality.

The second step is Platform Selection, which answers the question What aspects the

company want to highlight and what do we want the target consumer remember about

themselves. According to Dove Brand Position Pyramid (2016), there are 3 main attributes that

Dove set to bring to their target consumer, namely Repair Damage Hair, Effectively Moisturize

hair and Make hair stronger. In this case, The Platform Evaluation Worksheet clearly stated

which criteria is possible, impossible or unknown based on 6 criteria (Broad Appeal, Motivation,

Credible Superiority, Distinctive, Feasible and Sustainable)

The third step is enhancing current main position includes 4 options: Improve own

perception, hurt competitors perception, change weights and introduce new driver. As stated

above in MAM, Dove has the highest score of nine in such three attributes in which Improve

own perception is not really potential option. By the way, Dove also hurts their competitors

(Pantene and Rejoice) in Repair damaged hair care attribute. About changing weights for other

attributes such as Making hair shiny, which is also the high-score weighted in MAM.

However, the way of increasing weights at other attribute like this is not really potential for Dove

and affect to Doves Point of Distinguished which lead Dove target consumer not being niche

anymore. Besides, Unilever has another Hair Care Brand which is Sunsilk or we can say their
DOVE SHAMPOO IN VIETNAM MARKET
26

Flanker Brand in Brand Portfolio Strategy (David A. Aaker, 2009). Sunsilk has the attribute of

Making Hair Shiny, Soft and Smooth which directly compete with other competitors and

protect for Dove indirectly.

Finally, Introduce New Driver is the most potential option, which is stated and explained

at SWOT Analysis.

Marketing objectives

With regard to the mentioned analyses, Dove Dry Spray Shampoo possesses many

superior advantages, which extrinsically make it a promising product in Vietnam market. Not to

mention, other intrinsic factors such as ingredients and technological properties used for the

production are also owned and available at Unilever Vietnam. Therefore, with additional

adaption to the products packaging for three distinct segments, it is likely for this product to

succeed in meeting Vietnamese customers needs and preferences or even take a spectacular hit.

The Dry-Spray Shampoo introduced in Vietnam is the new technology one of the innovation

versions of Dove recently the Oxygen Moistures (97ml); which had already presented and

become popular in the US and other Europe countries. This new product will also target the

Natural Therapy. Then, a clear set of objectives will be developed as a short-term guidance of

this product launch.

Raise awareness of Dove Dry-Spray Shampoo Oxygen to 75% of women under 35

living in central districts in Ho Chi Minh City, namely district 1, 3, and 7.

In store availability: cover 50% of convenient stores, supermarkets in 3 central districts

in Ho Chi Minh City, namely district 1, 3, and 7.


DOVE SHAMPOO IN VIETNAM MARKET
27

References

Duggal, E. (2015). Evolution of consumption: An insight into consumer derivatives and

marketing implications. Prima, 6(1) Retrieved from

https://search.proquest.com/docview/1733230467?accountid=63189.

David A. Aaker (2009). Brand Portfolio Strategy. Retrieved on August 2017, from

https://goo.gl/J47S2o

Improving Lives in Vietnam. (n.d.). Retrieved August 13, 2017, from

http://news.pg.com/blog/company-strategy/improving-lives-vietnam

Inc., A. P. (n.d.). Voice of 1000 consumers Shampoo brand. Retrieved on August 2017, from

https://qandme.net/vietnam-report/Popular-shampoos-in-Vietnam-consumer-goods-

market.html

Le. Khanh An (2016). Dove Positioning Model. Retrieved on August 2017, from

https://www.slideshare.net/AnAnLe1/brand-positioning-model-dove-case-study

Mc Kinsey Matrix. (n.d). Retrieved on Jan 6th, 2016 from

http://www.valuebasedmanagement.net/methods_ge_mckinsey.html

Market Opportunity Report: VIETNAM (March, 2014). Euromonitor International. Retrieved on

August 2017, from http://www2.gov.bc.ca/assets/gov/farming-natural-resources-and-

industry/agriculture-and-

seafood/statistics/exports/market_opportunity_report_vietnam.pdf

Michael, P. (2013). Factors Influencing the Purchase Decision towards Hair Color Products.

International Business Management Program, Petra Christian University.

Quarterly Market Pulse report on FMCG released by Nielsen Vietnam. (April 2017). Retrieved

on August 2017, from


DOVE SHAMPOO IN VIETNAM MARKET
28

http://www.nielsen.com/content/dam/nielsenglobal/vn/docs/PR_EN/FMCG%20Market%

20Pulse%20Q1%2717_EN.pdf

REPORT ON SHAMPOO VIETNAM 2012. (2012). Retrieved on August 2017, from

http://vinaresearch.jp/upload/userfiles/files/Report%20upload_2013/W%26S_Report_Sh

ampoo_market_2012.pdf

The US daily mail online. News (n.d): Shampoo sales fall by 23million over the past year...

because women who work at home don't bother to wash their hair. Retrieved on August

2017, from http://www.dailymail.co.uk/news/article-4049976/Shampoo-sales-fall-

23million-past-year.html#ixzz4qI7xu1qv

Tom Oakley. Unilever, BCG Matrix (2014). Retrieved on September 20, 2014 from

https://themarketingagenda.com/2014/09/20/unilever-bcg-matrix/

Unilever N.V.: Consumer packaged goods - company profile, SWOT & financial report. (2014).

(). Basingstoke: Progressive Digital Media. Retrieved from

https://search.proquest.com/docview/1544700241?accountid=63189

Unilever NA Annual Report and Accounts 2016. Retrieved on August 2017, from

https://www.unilever.com/Images/unilever-annual-report-and-accounts-2016_tcm244-

498744_en.pdf

Vietnam leads convenience store charge (Apr 19, 2017). Bangkok Post. Retrieved on August

2017, from https://www.pressreader.com/thailand/bangkok-

post/20170419/282089161645638

Vietnam macro economy overview 2015. Nielsen. Retrieved on August 2017, from

http://www.nielsen.com/content/dam/nielsenglobal/vn/docs/Reports/2016/Market%20Pul

se%20Q4%272015_EN_FINAL.pdf
DOVE SHAMPOO IN VIETNAM MARKET
29

Vietnam Unilever USLP. Retrieved on August 2017, from

https://www.unilever.com.vn/sustainable-living/
DOVE SHAMPOO IN VIETNAM MARKET
30

Appendix

Survey: Shampoo consumption habits of woman in Ho Chi Minh City

Online link: https://goo.gl/sDVUmG

Unilever Business Model


DOVE SHAMPOO IN VIETNAM MARKET
31

These following analysis are reported for the segment Treatment Remedy:
DMU Analysis
Relative Typical Pressure
Identity Role
Influence Agenda Points
Woman User/ Payer/ High - Quality (clear, not itchy) No
Final Decider - Reasonable price
- Famous brand
- Convenience (different size;
easy to use/buy/bring along)
Friends Influencer/ Low/ - Reasonable price No
Payer Moderate - Quality
- Sharing experience
Family Influencer/ Low/ - Take care No
Payer/ Buyer/ Moderate - Reasonable price
Final Decider - Attractive promotion
Hot face/ Influencer Low/ - PR No
Blogger/ Moderate - Sharing
Celebrities - Introduce new trend
Doctors Influencer High/ - Prescription No
Moderate - Famous brand
DOVE SHAMPOO IN VIETNAM MARKET
32

Seller Influencer Low/ - Profit Duty


Moderate - Sharing Contract

Need Landscape Analysis Worksheet

Customers Providers
Area Needs are
have have
- Quality ()
Name of the - Reasonable price
1 Genuine Expressed Addressed
game - Convenience (various sizes)
- Long-lasting clean shampoo
- Premium, Eye-catching package
- Beautiful PG
Misguided
2 Fictitious Expressed Addressed - Models whose hair are nearly
effort
perfect as it is in the TVC
- Liquid mint & microbeads
- No-foam shampoo
Not
3 Pure waste Fictitious Addressed - Wishes tags
Expressed
- Included box in no occasions

- No sensitive for eyes


Healthy Not
4 Fictitious Expressed - Able to change the shape of the
skepticism Addressed
package

- Food-flavor in scent (ex: pizza,


No-mans Not Not ham, seafood, BBQ)
5 Fictitious
land Expressed Addressed - No bitter flavor
- Mini zipper package

Immediate Not - Conditions of Refilled services


6 Genuine Expressed
opportunity Addressed - Allowance to pay after use
DOVE SHAMPOO IN VIETNAM MARKET
33

Unrecognized Not
7 Genuine Addressed - Hair experience services ()
value Expressed
- Professional therapy by doctors/
Potential Not Not
8 Genuine experts - for upper-middle class, who
breakthrough Expressed Addressed
have problems with hairs

These following analysis are reported for the segment Natural Therapy:
DMU Analysis
Relative Typical Pressure
Identity Role
Influence Agenda Points
Woman User/ Payer/ High - Quality No
Final Decider - Reasonable price
- Famous brand
- Convenience (different size;
easy to use/buy/bring along)
Friends Influencer/ Low/ - Reasonable price No
Payer Moderate - Quality
- Sharing experience
Family Influencer/ Low/ - Take care No
Payer/ Buyer/ Moderate - Reasonable price
Final Decider - Attractive promotion
Hot face/ Influencer Low/ - PR No
Blogger/ Moderate - Sharing
Celebrities - Introduce new trend
Seller Influencer Low/ - Profit Duty
Moderate - Sharing Contract

Need Landscape Analysis Worksheet


DOVE SHAMPOO IN VIETNAM MARKET
34

Customers Providers
Area Needs are
have have
- Quality ()
Name of the - Reasonable price
1 Genuine Expressed Addressed
game - Convenience (various sizes)
- Aroma
- Premium, Eye-catching package
- Beautiful PG
- Models whose hair are nearly
Misguided perfect as it is in the TVC
2 Fictitious Expressed Addressed
effort - Liquid various color (mint,
purple, pink) and also included
microbeads
- Cute scent
- No-foam shampoo
Not
3 Pure waste Fictitious Addressed - Wishes tags
Expressed
- Included box in no occasions
- No sensitive for eyes
- Able to change the shape of the
Healthy Not
4 Fictitious Expressed package
skepticism Addressed
- Included collagen & vitamin for
skins and hands
- Food-flavor in scent (ex: pizza,
ham, seafood, BBQ)
No-mans Not Not
5 Fictitious - No bitter flavor
land Expressed Addressed
- Glass bottle
- Mini zipper package
- Conditions of Refilled services
Immediate Not
6 Genuine Expressed - Allowance to pay after use
opportunity Addressed
- Membership
DOVE SHAMPOO IN VIETNAM MARKET
35

- Hair experience services


Unrecognized Not
7 Genuine Addressed - Girls corner in websites to share
value Expressed
about their experience
- Dry-liquid shampoo
- Effective hair care therapy for
Potential Not Not
8 Genuine upper-middle class
breakthrough Expressed Addressed
- Dry-spray shampoo from well-
known but international brand

These following analysis are reported for the segment Professional Expert:
DMU Analysis
Relative Typical Pressure
Identity Role
Influence Agenda Points
Woman User/ Payer/ High - Quality the best condition No
Final Decider for hair
- Famous brand
- Convenience (different size;
easy to use/buy/bring along)
Friends Influencer/ Low/ - Reasonable price No
Payer Moderate - Quality
- Sharing experience
Hot face/ Influencer Low/ - PR No
Celebrities Moderate - Sharing - Introduce new trend
Seller Influencer Low/ - Profit Duty
Moderate - Sharing Contract

Need Landscape Analysis Worksheet

Customers Providers
Area Needs are
have have
DOVE SHAMPOO IN VIETNAM MARKET
36

- Aroma
Name of the - Famous brand
1 Genuine Expressed Addressed
game - Protect the hair texture with
qualitative ingredients
- Premium, Eye-catching package
Misguided - Beautiful PG
2 Fictitious Expressed Addressed
effort - Models whose hair are nearly
perfect as it is in the TVC
- No-foam shampoo
Not - Cute scent
3 Pure waste Fictitious Addressed
Expressed - Wishes tags
- Included box in no occasions
- Good for skins (hands, face) with
collagen and vitamin
Healthy Not
4 Fictitious Expressed - No sensitive for eyes
skepticism Addressed
- Able to change the shape of the
package

No-mans Not Not - Package included mirror


5 Fictitious
land Expressed Addressed - Glass bottle

Immediate Not - Membership connect to hair


6 Genuine Expressed
opportunity Addressed salons, coupon

- Girls Corner on websites update


Unrecognized Not
7 Genuine Addressed the new trend of hair
value Expressed
- Hair experience services
- Effective hair care therapy for
Potential Not Not
8 Genuine upper-middle class recommended by
breakthrough Expressed Addressed
doctors/ experts
DOVE SHAMPOO IN VIETNAM MARKET
37

- Convenient shampoo from an


international brand that keep the best
condition of hair in urgent case

Vietnams GDP from 2013 - 2016


DOVE SHAMPOO IN VIETNAM MARKET
38

Vietnams GDP per capita 2013 2016

Popular shampoos research result from Q&Me


DOVE SHAMPOO IN VIETNAM MARKET
39

SWOT Analysis

STRENGTH WEAKNESS

- International brand recognition

- Dove is the flagship brand of Unilever


- Poor promotion of free samples and sachets
st
- 1 brand damage repair
- Still need to import through agents
- Various distribution channels
cannot continuously reduce in price
- Innovation technology

- 5 factories of Unilever in VN reduce price

OPPORTUNITY THREAT

- Vietnam - Various competitors (local + global, direct +

+ Growth in FMCG: indirect, current + potential)

+ Standard of living, Income: - The gradual increase in Herbal, Traditional, and

+ Rural market: accessible, potential Handmade Methods/ Products

+ Vietnam leads Convenience-store market - Fake imitations

growth forecast (2017-21) Expansion in - Scandals (Animals testing, Cancer-causing

distribution channels chemicals - included formaldehyde)

The potential market of FMCG, especially - Low in consumer loyalty

the personal hair care products shampoo, for

example

- Vietnamese customers

+ Young and well-educated

+ Quality-oriented
DOVE SHAMPOO IN VIETNAM MARKET
40

+ Health consciousness

+ Personal performance

+ More willing to pay

+ Easily to approach new things

Potential customers of the middle-upper

product class

- Awareness of Vietnamese woman about taking

care of hair as their self-image

The new demand in convenient shampoo the

combination of clearness and nutrition for a

healthy natural hair in every circumstances.

The appropriate time for launching or

introducing the innovation of shampoo in current

market dry-shampoo (with Oxygen technology)


DOVE SHAMPOO IN VIETNAM MARKET
41

Hair Care Brand Positioning Profile from official Unilever Research (2010)

Segmentation: Upper Income, Natural Therapy (55%)


Attractiveness Assessment
Market Attractiveness Weighted
Weight Relative Score
Criteria Score
Current Market Size 15 7 105
Current Market Growth 20 6 120
Segment Size 20 7 140
Price Sensitivity 15 6 90
Potential Differentiation 20 7 140
Total Score 595
DOVE SHAMPOO IN VIETNAM MARKET
42

Competitiveness/ Business Strength Assessment

Weighted
Success Factors Weight Relative Score Score
Dove Market Share 20 8 160
Dove Market
Growth 20 7 140
Brand Awareness 15 8 120
Dove Quality 20 7 140
Point of Different 15 9 135
Cost of Operation 10 8 80
Total Score 775

Competitiveness/ Attractiveness Matrix


DOVE SHAMPOO IN VIETNAM MARKET
43

Multi-attribute Model (MAM)

Criteria Weight (%) Dove Pantene Rejoice

Make hair Shiny 15 1 2 8

Repair Damage Hair 15 9 6 5

Make Hair Stronger 25 9 8 5

Make Hair Soft and Smooth 25 7 8 7

Effectively Moisturize Hair 5 9 4 2

Give hair Shape you want 10 2 8 5

Hair Salon Quality 5 4 2 7

MAM Score 635 630 590

POP (Point of Parity): Make hair Stronger

POD (Point of Difference): Repair Damage Hair

Platform Evaluation Worksheet

Criteria Broad Motivation Credible Distinc Fea Sustain


Appeal Power Superiority tive sible able
Platforms

Repair Damage Hair ?

Effectively Moisturize Hair X X ? ?

Make Hair Stronger X

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