MINISTRY OF EDUCATION AND TRAINING
UEH UNIVERSITY – SCHOOL OF ECONOMICS
***

FINAL EXAMINATION REPORT

Topic: Listerine Mouthwash

Lecturer
Module Title
Module Code
Student’s name
Student ID

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Ho Chi Minh City, January 2022

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TABLE OF CONTENTS
Table of Contents…………………………………………………………………………..II

ist of Tables.........................................................................................................................
List of Figures.....................................................................................................................

List of Acronyms................................................................................................................
Part 1: Introduction.............................................................................................................

1.1.Introduction.......................................................................
1.1.1. Socioeconomic

1.1.2. Product overvie

1.2.Purpose of report...............................................................
Part 2: Microenvironment’s Impacts On Listerine Mouthwash.......................................

2.1.Current microenvironment factors in Listerine’s marketin

2.1.1. The company....

2.1.2. Suppliers...........

2.1.3. Marketing interm

2.1.4. Competitors......

2.1.5. Publics..............

2.1.6. Customers.........

2.2.SWOT Analysis of the product brand of Listerine............

2.3.Marketing strategies recommendations.............................
Part 3: U&A Analysis...........................................................................................................


3.1.Consumer segmentation....................................................

3.1.1. Geographic.......

3.1.2. Demographic....

3.1.3. Psychographic..

3.1.4. Behavioral........
Part 4: Positioning And Differentiation............................................................................

4.1.Competitor analysis...........................................................
4.1.1. Comparison between Listerine mouthwash and indirect competitors...............
4.1.2. Comparison between Listerine mouthwash and direct competitors..................

4.1.3. Positioning........

4.2.Differentiation...................................................................
Part 5: Omni-Channels Development...............................................................................
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5.1. Current Omni-channel distribution of Listerine.................................................................. 18
5.2.

Suggestion.................................................................................................................................... 20

Part 6: Conclusion................................................................................................................................... 21

References................................................................................................................................................... 22
Plagiarism Result..................................................................................................................................... 24

III

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LIST OF TABLES
Table 2-1 SWOT Analysis…………………………………………………………………...7
Table 3-1 Listerine mouthwash price range………………………………………………...10
Table 4-1 Comparison between Listerine mouthwash and indirect competitors…………...14
Table 4-2 Comparison between Listerine mouthwash and direct competitors……………..15

LIST OF FIGURES
Figure 1-1 Sales of Oral Care in Vietnam…………………………………………………….1
Figure 2-1 Sales of Oral Care in Vietnam by Category……………………………………….5
Figure 3-1 Average monthly income per capita in Vietnam from 2010 to 2020 (in million
VND)………………………………………………………………………………………..10
Figure 3-2 Value growth of personal care products due to COVID-19 among urban citizens
in Vietnam in 2020…………………………………………………………………………..12
Figure 4-1 Brand shares of Oral Care in Vietnam 2020…………………………………….13
Figure 4-2 Visual comparison between Listerine and major direct competitors…………….16
Figure 5-1 Listerine Cool Mint 750ml sales and customers’ feedback………………………
19
Figure 5-2 Vending machines offer Listerine in Singapore and Greece…………………….19

LIST OF ACRONYMS
FMCG


Fast-moving consumer goods

IV

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PART 1: INTRODUCTION
1.1.

Introduction
1.1.1. Socioeconomic situation
According to data issued by WHO, more than 3.5 billion people suffer from oral diseases and
severe periodontal disease affects almost 10% of the global population.[ CITATION Wor21 \l
1033 ] These alarming numbers indicate that oral healthcare should be more concerned by
people around the world. Problems related to oral hygiene, for instance dental cavities,
halitosis, gingivitis, tooth decay… could exert negative influences on an individual’s daily
basis.
In this day and age, oral hygiene is progressively gaining traction worldwide since people’s
awareness of maintaining good oral health has increased, followed by a significant growth in
spending made in dental care products. The Global Oral Hygiene Market is estimated to be
USD 43.2 billion in 2020 and is expected to reach USD 51.31 billion by 2025, growing at a
CAGR of 3.5%.[ CITATION Res211 \l 1033 ] In Vietnam, sales of oral care products reached
7,017 billion VND in 2020 and is expected to continuously increase in the next few years.

Figure 1-1 Sales of Oral Care in Vietnam
Note: Euromonitor International. (2021). Oral Care in Vietnam [viewed December 28th, 2021]

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In modern days, besides toothbrushes and toothpastes, consumers have a tendency to
purchase mouthwash for its convenience and cost-effectiveness. Antiseptic mouthwashes can
help kill harmful bacteria, prevent tooth decay, keep fresh breath and strengthen enamel.
Significantly, due to the extra precautions towards the COVID-19 pandemic, mouthwash
products witnessed a rocket in consumption of 78% in 2020 in Vietnam.[ CITATION Nie20 \l
1033 ] In terms of mouthwash, Listerine Mouthwash is the world’s top daily mouthwash.
[CITATION Eur \l 1033 ] Listerine is the best-selling mouthwash not only worldwide but also
in Vietnam, becoming the dominant in the mouthwash market globally.
This final examination report will discuss solely the product brand of Listerine mouthwash
and analyze the company’s marketing strategies.
1.1.2. Product overview
Listerine, a brand of oral healthcare products from the U.S.A, has been manufactured and
distributed globally by Johnson & Johnson to which the drugs giant Pfizer was sold. This
brand name has a rich heritage of research into antiseptic properties. In 1985, Listerine was
marketed to dentists after studies showed that it was also good for killing germs found in the
mouth.[CITATION LIS20 \l 1033 ] Today, besides mouthwash, Listerine also offers
toothpaste, chewable tablets and self-dissolving teeth-whitening strips.
Listerine mouthwash is well-known for its bold marketing slogan “Kills germs that cause bad
breath.” It has been used by more than one billion people and has been sold in over 85
countries.[ CITATION Joh212 \l 1033 ] The company provides numerous product ranges that
are created to solve different oral problems, mainly halitosis, gingivitis, tooth decay and
cavity prevention, stain protection and teeth whitening. Listerine mouthwash comes in
myriad flavors that meet the needs of their customers worldwide: the alcohol-free Listerine
Zero, developed mainly for the populations in Muslim nations; Green tea Listerine that is
suitable for Asian markets; and Listerine Natural, designed for specifically Americans who
are obsessed with the non-synthetic ingredients, etc. The product is also offered in different
bottle sizes and the price ranges variously, allowing people with different needs to purchase

their products.
Many Listerine mouthwash products have reached rigorous and thorough standards set by
Dental Associations around the world, including America, Australia and Canada. This
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proves the effectiveness as well as the safety ensured for consumers when using these
products. A combination of rich heritage and safety approval is considered a great vantage
point for Listerine when competing against prominent rivals, Oral B, Colgate or P/S, for
instance.
1.2. Purpose of report
First purpose: to analyze current impacts of elements of the microenvironment on Listerine
mouthwash, and give suggestions for improvement.
Second purpose: to analyze the U&A of consumer segmentation attracted to the product
brand.
Third purpose: to discuss how Listerine products stand out from other rivals.
Fourth purpose: to discuss the multichannel/ Omni-channel distribution system of Listerine
mouthwash, and give suggestions.

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PART 2: MICROENVIRONMENT’S IMPACTS
ON LISTERINE MOUTHWASH
2.1.


Current microenvironment factors in Listerine’s marketing campaign
2.1.1. The company
Johnson & Johnson segment their products into 03 main groups: Pharmaceutical Products,
Medical Devices, and Consumer Health Products to which Listerine belongs. The Consumer
Health Companies has stated that, “At Johnson & Johnson Consumer Health, we take a total
health approach to helping people live their healthiest lives. To thrive, people need healthy
places to live, work and play. We’ve set ambitious goals to deliver greater benefits for people,
communities and our planet.”[CITATION Con21 \l 1033 ] Following this primary goal, the
marketing teams at Listerine lead individuals from different departments to collaborate
harmoniously in order to provide the best idea and innovation for their customers.

2.1.2. Suppliers
Johnson & Johnson spend a wealth of effort in working and setting their vision clear for the
suppliers. Not only do they collaborate with high quality products and services suppliers but
they also look for partners whose vision aligned with that of Johnson & Johnson. [CITATION
Res21 \l 1033 ] The company set strict regulations, practices and provisions for their
suppliers in order to do businesses together. In addition, at the company’s Supplier Quality
Academy, they “provide training to suppliers and supplier-facing Johnson & Johnson
employees to build and strengthen strategic competencies that impact the overall quality and
performance of the end-to-end supply chain”.[ CITATION Joh21 \l 1033 ] Furthermore,
Johnson & Johnson and their suppliers’ collaborations culminated through the SupplierEnabled Innovation program, which aims at reinventing the future of health by combining the
suppliers’ broad and distinct experience to co-create new solutions that solve unmet needs.
[ CITATION Joh211 \l 1033 ]
2.1.3. Marketing intermediaries
Resellers, including wholesalers and retailers, are key distribution channel firms of Listerine
mouthwash. Consumers can easily purchase a bottle of Listerine mouthwash at supermarkets,
markets or vendors in Vietnam. Additionally, Listerine also has multiple official online
channels that offer the product at far more compelling price on both
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Listerine’s official website and popular e-commerce platforms worldwide, namely
amazon.com, Taobao, Shopee, Lazada, etc. As having such broad coverage globally, Johnson
& Johnson cooperate with myriad physical distribution firms so as to consolidate their supply
chains to each and every area of the world.
2.1.4. Competitors
In terms of indirect competitors, there are other oral hygiene and healthcare products such as
toothbrushes, toothpastes, teeth whitener, floss, breath fresheners, etc. In 2020, mouthwash
products took up only 6 percent of the retail volume in Vietnam compared with much more
competitive figures of toothbrushes at 31 percent and toothpastes at 63 percent. [CITATION
Ora21 \l 1033 ]

Figure 2-1 Sales of Oral Care in Vietnam by Category
Note: Euromonitor International. (2021). Oral Care in Vietnam [viewed December 28th, 2021]

In terms of direct competitors, other brand names in the market that can be considered
prominent rivals are mouthwash from Colgate, P/S, Oral B or Crest. When competing against
other rival product brands, Listerine has numerous vantage points alongside with some
demerits. However, Listerine’s marketing teams have innumerable strategies to
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consolidate the product brand’s position in the market. For example, in Muslim countries,
one of the most difficult markets, people are not allowed to consume alcoholic products due
to ritual. So as to attract the populations in such markets, the marketing teams in Malaysia
once ran a significantly impressive campaign as introduction of the Natural Green Tea

mouthwash to the public. The campaign is primarily about setting up sampling counters at
crowded supermarkets and requiring customers to try their products and bring out their
brightest smile after using Listerine. Each smile captured would help donate one Malaysian
Ringgit (RM1) to the orphanage fund. Eventually, the Smile Campaign attracted 86 percent
of their target consumers. Most importantly, this allows Listerine to win over their rival,
Colgate Plax, which was initially non-alcohol before Listerine’s campaign, with an increase
of 7 percent in the market share.[ CITATION AnT14 \l 1033 ]
2.1.5. Publics
At Johnson & Johnson, there are numerous publics working to promote their products as well
as communication channels between the company and others Listerine mouthwash has great
coverage on traditional TVCs and print ads as middle-aged and older people have a tendency
to watch TV and read news regularly. In addition, Listerine owns social media profiles that
attract a lot of people: nearly 2,5 million followers on Facebook, 15,5 thousand followers on
Instagram. Moreover, Johnson & Johnson offers a web site called Media Center
( where they keep updating about the company’s news and
products, including Listerine. The company also makes significant effort in following the
general public’s behaviors and attitudes towards their products and activities. Positive brand
images not only allow the company to attract more customers but they also affect customers’
buying behaviors.
2.1.6. Customers
Listerine specifically and John & Johnson in general carefully study different market types’
special characteristics in order to fulfil the needs of each and every type. In the consumer
markets, they offer wide ranges of products, varying differently in sizes, flavors and prices to
meet individuals’ needs. Moreover, due to the fact that each consumer market in different
countries and areas requires different standards to be met, Johnson & Johnson makes great
efforts to change to commit and follow the regulations. In addition to that, businesses in the
reseller market, perhaps the most important market to the company, also have specific

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requirements that force the marketing team to follow. Partnering harmoniously with the
reseller markets could help increase Listerine’s revenues.
2.2.

SWOT Analysis of the product brand of Listerine
Table 2-1 SWOT Analysis

Strengths

Opportunities

Expert testimonials: hold medical

Lucrative opportunities in suburban

approvals and certifications from

and rural area markets

prestigious medical board

Introduction to new product variants

Comes in different flavors and bottle

Partner with large organizations like


sizes

schools, colleges, hotels and resorts

Distributed worldwide

chain, etc.

Positive brand image marketing
campaigns on TVCs and print ads
Rich heritage
Advertising strategies: fear sells
Weaknesses

Threats

Unpopular products in suburban and

Consumers may look for more

rural areas

organic products

Lack of innovation

Rivalry of new entrants

Unsuitable for children: lingering


Rivalry of current competitors

cool effect
2.3. Marketing strategies recommendations
Based on the SWOT analysis above, I would like to give some suggestions of marketing
strategies related to the microenvironment for Listerine in hope of increasing the company’s
revenue.
First, so as to leverage their strengths, I suggest Johnson and Johnson exert more of their
power to regions that they have not reached. Listerine is distributed in 85 countries, which
means there are many more lucrative markets they could consider. In addition to that, they
should also attack more in suburban and rural areas in countries that have already introduced
their products as well. Moreover, Johnson and Johnson’s workforce involves professionals in
the field, they should invest more in new product lines that fulfill consumers’ diverse needs.
For instance, I suggest innovation in products for children, in both packaging and flavors.
Another recommendation is that they should plan to collaborate
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with large and luxurious chains of hotels and resorts worldwide where their main customers
are people from high-income backgrounds. In other words, these businesses accept costly
necessities so as to best serve their customers. This would be a great chance for Listerine to
boost their coverage and be more familiar to people in upper classes of the society.
In order to minimize threats, Listerine should meet competitions with advanced design
technology. To be precise, they should develop a product line that offers organic ingredients
that leaves less burden on the environment. On top of that, they should consider making
improvements on fuel consumption, which results in less environmental damage.
Furthermore, the company needs to search for new prospects in the market and retain old
customers along. To be prepared when countering weaknesses and threats, Listerine should

build strengths for defensive strategies. By enhancing their product lines, they are also
reducing threats of competition. This requires the company to not only hire competitive and
skilled staff but also improve their products’ quality.
To conclude, Listerine should, firstly, maintain their old consumers by constantly fulfilling
their needs and improving their quality over time. By doing this, the company is allowed to
not only increase their market share but also keep up their customer retention. At the same
time, Listerine should focus on introducing new technology and products that help attract
new customers in new markets. This helps them to prolong their influence worldwide as well
as secure their position in competition with other brands.

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PART 3: U&AANALYSIS
3.1.

Consumer segmentation
3.1.1. Geographic
Johnson & Johnson is a giant in the fast-moving consumer goods (FMCG) industry that
delivers their products to nearly a hundred countries globally. Listerine mouthwash has been
used by more than one billion people and has been sold in over 85 countries. (Johnson &
Johnson, n.d.) This figure indicates that Listerine’s worldwide coverage can be considered
significant. However, they mainly sell their products in densely populated areas instead of
suburban and rural areas. Consumers can easily catch sight of Listerine mouthwash in large
retailer chains in urban regions. Conversely, although consumers can also find Listerine
mouthwash at smaller retailers and vendors in the countryside, the proportion is not as high
as in crowded areas.
In addition, Johnson & Johnson and Listerine pay considerable effort in customizing their

products based on geographical differences in needs and wants to attract more customers. For
instance, Listerine combined a locally relevant campaign idea with the core demographic
targeting, introducing the Listerine Miswak during the Ramadan period that successfully earn
favorability from the population in the Middle East countries.
3.1.2. Demographic
In terms of age, as a fast-moving consumer product, Listerine mouthwash’s consumer age
spectrum varies widely, mainly adults 18 years old and above. These people are more
concerned with the benefits of mouthwash and regularly, they are the main shopper in a
household rather than younger people. Additionally, most children are unfavorable of the
lingering effect of mint extract, therefore not being targeted by Listerine.
Regarding genders, although both genders can use Listerine mouthwash as frequently,
women have higher tendency in purchasing mouthwash for several reasons, (1) women are
likely to care more about oral health and hygiene than men, (2) in a household, women are
likely to be the one who go shopping.
As regards income segmentation, although Listerine offers affordable prices for their
products, ranging from 59.000 VND to about 150.000 VND, it is difficult for people from
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low-income backgrounds to purchase Listerine mouthwash habitually. According to 2014’s
UK Adult Dental Health Survey, those with lower incomes suffer from poorer dental health
as a result. The study revealed that those with a lower income, lower occupational class and
higher deprivation generally suffered from poor oral health. Persons in these groups had more
tooth decay, gum disease and tooth gaps as well as fewer teeth overall.[ CITATION APS16 \l
1033 ]
It takes roughly 20 days for one person to fully consume a bottle of 750ml mouthwash (20ml
used each time, twice a day as the given usage from Listerine), which means they have to
spend around 200.000 VND monthly to be able to use mouthwash everyday in a year.

Therefore, in Vietnam, Listerine mouthwash primarily aims at the populations in the middle
class and upper class.
Table 3-1 Listerine mouthwash price range

Product
Listerine Cool Mint Zero Alcohol
Listerine Gum Care Zero Alcohol
Listerine Natural Green Tea
Listerine Tartar Protection
Listerine Healthy Bright
Listerine Botanically Inspired Flavor Blend
Note: Information retrieved from Johnson and Johnson Official Store on Shopee Mall Vietnam
( [viewed December 31st, 2021]

Figure 3-1 Average monthly income per capita in Vietnam from 2010 to 2020 (in million VND)
Note: Minh-Ngoc Nguyen. (2020). Average monthly income per capita in Vietnam 2010-2020
( [viewed December 31st, 2021]

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3.1.3. Psychographic
In this day and age, people’s awareness of oral hygiene and healthcare has been significantly
increased compared to that in the past. Listerine mouthwash products are introduced as top
solutions for oral diseases and annoying problems. Target consumers in terms of
psychographic segmentation of Listerine mouthwash are those who are concerned about the
aforementioned problems. Usually, these people also follow healthy habits that help maintain
their oral hygiene as well, for example avoid sugary and stained food consumptions, avoid

smoking, brush and floss their teeth frequently.
In addition to that, Listerine mouthwash segmented their target consumers into groups with
different wants and needs so as to fulfil each group perfectly. They introduced numerous
variants, coming in numerous solutions for different oral problems. For instance, besides
allowing their consumers to have their breath freshened, Listerine Healthy Bright for teeth
whitening, Listerine Cool Mint for killing germs and bacteria, Listerine Tartar Protection for
reducing plague, etc.
3.1.4. Behavioral
Occasion segmentation allows the company to build up product usage. As a product in the
FMCG industry, Listerine mouthwash products can be bought at any time of the year,
regardless of any special occasion. However, recently, due to the COVID-19 pandemic,
consumers tend to splurge a wealth of money in buying mouthwash products in Vietnam,
with a value growth of 75 percent in 2020. This is a positive opportunity for Listerine and
Johnson & Johnson as there could be remarkable growth in sales thanks to consumers taking
precautions against the pandemic.
Benefit segmentation allows Listerine to meet the needs of each and every customer that
seeks for different benefits. For example, people who buy mouthwash are seeking a variety of
benefits, everything from breath freshening, teeth whitening, plaque reducing to cavities
prevention and tooth enamel strengthening. To meet these varying benefit preferences,
Listerine came up with the Listerine Total Care Antiseptic Mouthwash (currently available in
some markets only) in three major benefit segments: disease prevention, fresh breath and full
oral care coverage.[ CITATION Lis21 \l 1033 ] On the other hand, Listerine also offers a
wide range of products that are designed specifically to solve one problem as
aforementioned.
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Figure 3-2 Value growth of personal care products due to COVID-19 among urban citizens in Vietnam in 2020

Note: Minh-Ngoc Nguyen. (2020). Major personal care products after COVID-19 among urban citizens in Vietnam 2020
( [viewed December 31st, 2021]

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PART 4: POSITIONING AND DIFFERENTIATION
4.1. Competitor analysis
The global oral care market in general and that market in Vietnam experiences notable
growth in recent years. Therefore, there is no doubt that international and nationwide markets
are more and more competitive. Vietnam is a compelling market for oral care brands as the
populations’ awareness of dental healthcare is not as high as other developed countries in the
world. Many popular brand names in this industry have invested and introduced myriad oral
products in Vietnam. As statistic mentioned above in figure 2-1, there are two main types of
competitors of Listerine mouthwash products, namely direct and indirect rivals.

Figure 4-1 Brand Shares of Oral Care in Vietnam 2020
Note: Euromonitor International. (2021). Oral Care in Vietnam [viewed December 28th, 2021]

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4.1.1. Comparison between Listerine mouthwash and indirect competitors
Indirect competitors of Listerine mouthwash consist of other oral hygiene and healthcare
products, namely toothbrushes, toothpastes, dental floss, teeth whitener, etc.
Table 4-1 Comparison between Listerine mouthwash and in direct competitors


Feature

Listerine Mouthwa

Benefits

Cleans and removes

100,000 – 149,000 VND/ 750mlToothbrush, toothpaste: ranges

Price range

Not as portable as other oral care
Disadvantage
s

In comparison with other oral products, Listerine mouthwash has both advantages and
demerits. It is irrefutable that hardly could Listerine mouthwash replace any other dental
healthcare products, however, people who are concerned about oral hygiene usually purchase
plenty products so as to take full care of their oral health. Therefore, comparison
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between Listerine and other products would help innovating better care of oral hygiene, not
with the purpose of taking over them.
4.1.2. Comparison between Listerine mouthwash and direct competitors
On contrary to indirect competitors, comparisons between Listerine mouthwash and their

direct rivals aim at replacing them in the market. Direct competitors are product brands that
offer similar products to Listerine, precisely in this case, mouthwash. In Vietnam, P/S and
Colgate are two of the top competitive rivals of Listerine.
Table 4-2 Comparison between Listerine mouthwash and direct competitors

Feature

Listerine
750ml

Benefits

Reduces 3 times

Price
Sold
Consumer

100,000 VND
35.4k purchases
More

feedbacks

customers rated 5

Note: This comparison comprises the 03 best-selling products from 03 brands, namely Listerine, P/S, and Colgate on their
official store in Shopee Mall Vietnam. Information retrieved on December 31 st, 2021.

As can be implied from the table, Listerine clearly defeats other major brand names in

Vietnam in the section of mouthwash. Despite the fact that P/S and Colgate occupied larger
shares in Vietnam’s market in 2020, mouthwash is not their advantage when competing
against Listerine.
4.1.3. Positioning
Based on Table 4-3, I created a visual chart to have a clearer comparison between the three
major product brands in Vietnam.

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Figure 4-2 Visual comparison between Listerine and major direct competitors

4.2. Differentiation
Among fierce competition between different product brands, Listerine mouthwash has
myriad positive features that allow it to become the best-selling mouthwash brand in not only
Vietnam but also worldwide.
First of all, Listerine offers highly valued quality at a more affordable price than other brands
do. Despite the fact that there is a limit in flavor variety, each mouthwash variant Listerine
introduced always ensures several benefits for oral hygiene and healthcare, namely germs
reduction, cavities prevention, breath freshening, stain remover, etc. In addition to that, they
also offer product lines that serve as a solution for different oral problems such as gingivitis,
plaque reduction, as well as an all-in-one product that take thorough care of most oral
problems. Although the products are not considered suitable for low-income background
families, it is not as costly as other brands’ products.
Moreover, their unique formulation and the approval of efficacy from prestigious Dental
Associations worldwide differentiate Listerine mouthwash from others. Listerine promoted
that “With the help of our unique formulation1 that includes the 4 ESSENTIAL Oils
(eucalyptol, menthol, methyl salicylate, thymol) Listerine Antiseptic penetrates plaque

biofilm killing germs in virtually 100% of the mouth. Unique to Listerine Brand Antiseptic,
this fixed combination of the 4 ESSENTIAL Oils formula is not offered by any other
nationally branded rinses.”[ CITATION Lis211 \l 1033 ] Listerine also proudly proves their
evidence of efficacy in every product they introduced through a website developed
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specifically

for

that

purpose: />
listerine/evidence-of-efficacy. Additionally, Listerine mouthwash’s safety and efficacy have
been approved by the top strictest Dental Associations around the world, including the
American, Canadian, Australian, Singaporean, etc. This is the boldest proof to encourage
consumers opting for Listerine mouthwash instead of that from other brand names.
Last but not least, as a giant in the mouthwash industry, Listerine has run numerous
campaigns globally with the hope of increasing the population’s awareness of oral hygiene
and healthcare. In 2016, oral healthcare is a nascent category with low relevance and low
penetration in the region, and oral health and whitening benefits didn’t resonate with AsiaPacific consumers. At that time, in cooperation with Allison+Partners, Listerine successfully
turned into a necessity in consumers’ lives from an optional add-on product by running a
campaign called “The Study of Bold”. They reinforced product superiority and built product
awareness for Listerine in Singapore, Malaysia, Thailand, China, the Philippines, Hong Kong
and Vietnam. Eventually, the campaign surpassed its business KPIs across markets, and
media impressions and coverage exceeded expectations across the Asia-Pacific. Listerine has
become more familiar to consumers in Asia-Pacific markets since then. [ CITATION All21 \l

1033 ] In 2020, Johnson & Johnson launched The Dental Professional’s Guide to Mouthwash
Use with the Oral Health Foundation (UK), created as a plaque management tool to help
patients take control of their own oral health at home. The booklet covers the role of
mouthwash as part of the daily oral health routine, as well as recommendations for
mouthwash use based on the latest available evidence. [CITATION Ora211 \l 1033 ] Besides,
in Australia and many other countries, Listerine developed a website called Routine from
Your Mouth Coach ( in order
to raise the awareness of how to fully clean one’s mouth. They also provide knowledgeable
information that help readers know better about oral hygiene and healthcare.

In summary, despite the fact that there are still certain disadvantages in Listerine mouthwash,
the advantages that differentiated Listerine from other brand names have outweighed their
demerits, and, undeniably, turning Listerine into one the biggest competitors in current
mouthwash markets all over world.

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PART 5: OMNI-CHANNELS DEVELOPMENT
5.1. Current Omni-channel distribution of Listerine
Traditional trade is one of the most crucial distribution channels of Listerine mouthwash. It is
not difficult to find a bottle of Listerine at any small grocery stores and vendor kiosks around
urban and suburban areas. However, there is a small drawback, since Listerine’s customer

target is not people with low-income background, the coverage of their products in rural
areas is relatively low.
In terms of modern trade, this can be considered the most important distribution channel of
Listerine products. As a part of Johnson and Johnson, a giant in the FMCG industry,
Listerine’s coverage in supermarkets and big retail stores is remarkably huge. At these stores,
Listerine mouthwash also is placed in an eye-level so as to attract consumers. Besides, as
Listerine has rich heritage and has been introduced to the public for a very long time,
consumers who are familiar with the product brand such as middle-age people (who tend to
be the primary shopper of a household) are likely to purchase their products. Lastly, since
Listerine aims at people with middle-income and higher incomes, focusing on increasing
revenue in modern trade distribution channels is accurate, as city dwellers prefer to go to
supermarkets and large retailer malls than traditional trade channels.
Regarding e-commerce, not only does Listerine run their own shop on their websites globally
but they also run official virtual shops on several e-commerce platforms, namely
amazon.com, Shopee, Lazada, etc. In modern days, especially under the circumstance of
COVID-19, consumers would likely go online shopping via these platforms in order to avoid
contacts. In addition to that, shopping on virtual platforms allows consumers to read others’
feedback and decide whether they should make a purchase. When running online shops on
these websites, Listerine mouthwash earns a wealth of positive feedback. More than 96% of
their consumers on Shopee Vietnam rated 5 stars for their experience with the best-selling
product in store – the Listerine Cool Mint 750ml; around 95% of their consumers on Lazada
Vietnam rated 5 stars for the same product. These are positive signs that prove Listerine is in
good standing on e-commerce platforms in Vietnam as well as in Vietnam market.

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Figure 5-1 Listerine Cool Mint 750ml sales and customers’ feedback

Note: Information retrieved on Johnson and Johnson’s official store on Shopee Mall Vietnam ( />%E1%BB%99-2-chai-n%C6%B0%E1%BB%9Bc-s%C3%BAc-mi%E1%BB%87ng-di%E1%BB%87t-khu%E1%BA
%A9n-gi%E1%BB%AF-h%C6%A1i-th%E1%BB%9F-th%C6%A1m-m%C3%A1t-Listerine-Cool-Mint-750ml-chai100945524-i.78546729.1368828084?sp_atk=bf72cd7c-d3e9-46da-82a5-78a397f70253) [viewed December 31st, 2021]

Another contemporary distribution channel that Listerine involves in is the vending machine.
Despite not having been performed directly by Listerine, their products can be found at some
machines that offer necessities run by a third-party business in many places around the world
such as Singapore, Greece, the USA, etc. This helps spread the coverage of Listerine in
addition to increase in sales.

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Figure 5-2 Vending machines offer Listerine in Singapore and Greece

5.2. Suggestion
Johnson & Johnson generally, and Listerine specifically has distributed their products quite
well due to the fact that they have the best-selling mouthwash product brands in the world.
However, if they want to increase more sales and revenues, I have some suggestions on their
distribution channels.
First, in terms of traditional trade, Listerine should look for stores in rural areas, where their
current coverage is not considered high, and partner up with them. In such regions, taking
over the exclusiveness will allow them to reduce competition with other brands. Additionally,
they should invest to run campaigns in raising the population’s awareness of oral hygiene and
healthcare alongside with promoting their products.
Secondly, direct sale is another crucial distribution channel that Listerine should focus on.
The company should consider partnering with large hotels, resorts chains and colleges’
dormitories as a direct sale distribution channel. These businesses always seek high quality
products so as to serve their customers. Therefore, offering them high valued products at a

less costly price may be compelling, leading to growth in sales. Furthermore, Listerine
should consider working with vending machine chains that distribute machines nationwide.
Doing this will help greater coverage of Listerine products as well as revenue increase.

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