UNIVERSITY OF FINANCE – MARKETING
FACULTY OF MARKETING

GROUP ASSIGNMENT
MARKETING PLAN FOR NEW PRODUCT
OF DOVE DAMAGE REPAIR SHAMPOO
IN VIETNAM MARKET

STUDENTS: NGUYỄN THỊ BÍCH NGỌC - 2021008497
TRẦN THỊ PHƯƠNG MY - 2021008480
DƯƠNG LAI MẪN MỸ - 1921000676

HO CHI MINH CITY, 2021

0

0


INDEX
I. EXECUTIVE SUMMARY.................................................................2
II. COMPANY AND BRAND INTRODUCTION.....................................2
1. Company.....................................................................................................2
2. Brand...........................................................................................................3
3. Dove’s mission and vision..........................................................................3
4. Objectives for first year strategy..............................................................4
III. SWOT & MACRO ENVIRONMENT ANALYSIS.............................4
1. Macro environment analysis.......................................................................4
2. Market situation...........................................................................................7
3. Competitors..................................................................................................8
4. Dove’s swot analysis.....................................................................................9

IV. SEGMENTARY STRATEGY, TARGET MARKET AND
POSITIONING.....................................................................................11
1. Segmentary.................................................................................................11
2. Targeting.....................................................................................................12
3. Positioning...................................................................................................12
V. MARKETING – MIX STRATEGY....................................................14
1. Product strategy.........................................................................................14
2. Price strategy..............................................................................................15
3. Place strategy..............................................................................................16
4. Promotion strategy.....................................................................................17
VI. ACTION PROGRAM......................................................................19
VII. CONCLUDE..................................................................................20
REFERENCES.....................................................................................22
APPENDIX...........................................................................................23
MEMBER CONTRIBUTION................................................................24

TABLE LIST

0

0


Table 1.1: Segments table....................................................................................10
Table 1.2: Price of Dove stimulate hair growth 2in1..........................................15
Table 1.3: Detailed action plan table...................................................................18

IMAGE LIST
Picture 1.1: Report on the estimated hair care market share in 2016 and 2025....6
Picture 1.2: Popular Shampoos.............................................................................7

Picture 1.3: Dove’s position map........................................................................13
Picture 1.4: Dove indirect distribution channel structure....................................15

0

0


I. EXECUTIVE SUMMARY
Today, Vietnam has become a developing country, the economy has prospered. Along with
that development momentum, people's living standards are increasing, people are
gradually paying more attention to self-care issues, especially women. One of the personal
care products must include shampoo. As a powerful assistant of women, the shampoo
market is increasingly diversified with products to meet the individual needs of users.
Notable names such as Clear, Head and Shoulders, Sunsik, Lifebuoy, Dove...
Competition in the shampoo market of companies is very active in many different forms.
"Dove shampoo with damage recovery feature and stimulates hair growth from grapefruit
peel extract" - "Dove stimulate hair growth 2in1" is a new product line on the market, so
this requires the company's marketing team to have unique and novel strategies to attract
customers, maintain and strengthen its position. This essay on the topic of marketing
planning for Unilever's Dove shampoo with damage recovery feature and stimulates hair
growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1" will suggest the
marketing strategies that best suit the product and the current situation of the corporation.
Aiming to increase revenue compared to previous years, compete to expand market share,
leading the shampoo market in Vietnam.
The structure of the essay consists of 6 main parts:
1. General introduction of the business
2. SWOT analysis and the macro environment of the business.
3. Propose market segmentation strategies, select target markets and product
positioning.

4. Recommend product, pricing, distribution and marketing strategies.
5. Specific action plan.
6. Conclusion

II. COMPANY AND BRAND INTRODUCTION
1. Company
Unilever is an Anglo-Dutch multinational consumer goods company founded in 1929. Its
products include food, beverages, detergents and personal care products. It is the world's
third largest consumer goods company by revenue and the largest ice cream producer in
the world.
The process of formation and development in Vietnam market:
● 1995: Unilever started to invest in Vietnam.

0

0


● 1997: Bicico Cosmetics Enterprise, supplier of Unilever laundry cream, was
supported in terms of capital and technology to build a liquid washing factory. The
next factory in 1999.
● 2000: Sales increased nearly 16 times (USD 285,000), 76 suppliers of raw
materials and 54 suppliers of packaging (total sales of USD 34 million).
● 2003: Contribution increased 13 times, equivalent to 130 billion VND/year. Set
aside 20 billion to fund social and humanitarian development activities.
● From 2003 to present: Gaining more and more success, with thick network
coverage all over Vietnam, with hundreds of thousands of retailers and distributors.
There are a total of 5 factories and received many awards given by the state.
Unilever’s mission:
“To add vitality to life”. The meaning of this mission is that Unilever wants to bring a

better life to people through its products. Until now, that mission has become increasingly
evident in every Unilever product as all products of this group are aimed at the same
purpose, which is to bring health, beauty and comfort to children, people. The proof of
this is that Unilever's famous brands are very diverse from washing powder, shampoo,
toothpaste to tea such as Omo, Dove, Close-up, Lipton, ...
2. Brand
Dove is a very famous shampoo brand belonging to Unilever group. Dove is a globally
reputable brand with more than 50 years of history, trusted by millions of customers in
more than 80 countries. In Vietnam, Dove is the No. 1 Damaged Hair Care shampoo.
In 2001, Dove officially entered the field of hair care with a range of shampoos, including
many suitable for many hair types: normal hair, brittle hair, thinning hair, tangled hair. The
name Dove is a name that feels very light, easy to read, easy to remember and also comes
with very unique signs that make it difficult for customers to confuse with other brands.
Dove Damage Repair Shampoo is a shampoo that helps restore dry and damaged hair,
giving you soft, smooth hair with the most advanced technology. The improved formula
from the UK with Bio-Nourish nutrient system, helps to accurately locate and repair
damaged hair, while replenishing nutrients for strong hair from the inside. Since then, it
has left a deep impression in the hearts of customers with the name Dove Damage Repair
Shampoo.
3. Dove’s mission and vision
The Dove brand has the following mission and vision:
● Helping the next generation of women develop confidence in their appearance helping them feel more in love with themselves and realize the strength that lies
within them.

0

0


● "Honouring true beauty" is the position that Dove wants to pursue, which always

brings self-confidence to women. That promise of Dove increasingly expands the
definition of beauty: from non-physical beauty, every profession, every skin color,
every age has its own beauty.
● "Dove says it continues to offer products that make a real difference to the condition
and feel of your skin and hair." And in doing so, it helps fulfill its mission to enhance
the depiction of women's beauty to incorporate all ages, body shapes and sizes,
making them realize that beauty has nothing to do with appearance their picture.
● The campaign "Be yourself with the hair you love" aims to support the expression of
the personality of Vietnamese women regardless of who they are or what position
they are in, going beyond the prejudices imposed by society. women's standards.
4. Objectives for first year strategy
● Giving consumers satisfaction when using the product, in addition, building a
shampoo brand image that is trusted by consumers and won many compliments.
● The company’s product sales increased by 5-10% compared to the previous year.
● Is the leading product in the sales list that brings profit to the company.
● Organize and implement solutions to stimulate consumption demand, create
markets for products to convince customers to buy products, and help locate
products in consumers' minds.
● Continue to look for distributors and brand coverage across the country, increase
retailers and merchant agents in target markets to at least 20 stations in 2022.
● Enhancing the brand image in the hearts of customers, expanding the image as a
beauty care service provider. Increase brand awareness among customers by
strengthening advertising programs and increasing its market share with
competitors.
● Continue to fulfill our mission of protecting natural beauty as well as cultivating
confidence in women.
● Continue to promote global research to serve future projects and strategies.

III. SWOT & MACRO ENVIRONMENT ANALYSIS
1. Macro environment analysis


❖ Demographic
-

Population Structure

According to the General Statistics Office (GSO), until 2021, Vietnam's population has
increased by more than 98 million people and is now ranked fifteen in the world.
Vietnam's population is always increasing year by year, so this is a big market for many

0

0


businesses to invest in, the more populous a market, the more shopping demand will
increase. Vietnam is a market potential market for investment and business.
-

Marketing the young generation

Marketing the young generation is understood as building new advertising and promotion
strategies for young people. According to current age-based population data, the young
population makes up 40% of the population. The change in marketing for the new
generation is very important because their purchasing power is very large, if they can
attract them, they will increase their profits with more products sold, so if it is
successfully reached this generation, this will be the main source of purchasing in the
future.
-


Change in the role of women

Today, more and more women are entering the workforce and are well educated. So they
have a steady income and tend to take care of themselves more than before. This is a
positive advantage for Dove shampoo because Dove's target customers are women. In
addition, a recent survey by Dove (Cite in Saigon Online) indicates that 95% of
Vietnamese women think that a beautiful hair will make them feel more confident.
Therefore, Dove will have the opportunity to expand its market share by providing more
hair care shampoos to meet the needs of Vietnamese women.
❖ Economy
-

Factors affecting consumer purchasing power

The standard of living of Vietnamese people today is higher than in the past. The inflation
rate in Vietnam will remain under control below 4% in 2021 (the year 2021 is the year
heavily affected by the COVID-19 pandemic). The stability and growing development in
the Vietnamese economy will be an advantage and an opportunity for Dove to develop its
products that serve the needs of the people, which will stimulate Dove to have more
motivation. on the way to conquer the hearts of Vietnamese people.
-

Change in income

During the COVID-19 pandemic, Vietnam's economy was severely affected. The whole
country faces many difficulties and challenges due to both fighting the epidemic and
ensuring socio-economic development. The monthly per capita income is about 4.2
million VND, down about 1% compared to 2019. In general, each year in the period 20162020, the average monthly income per capita of the whole country increased on average.
8.2%, although increasing slowly, but also achieved the number expected by experts.
It proves that the living standard in Vietnam is improving significantly and clearly, people

can buy more products, especially shampoo, to take care of themselves. The higher the
income, the more people will tend to use the more advanced and better products to serve
themselves and the people around them. This is an opportunity for Dove because Dove

0

0


always brings a line of high-quality products, so with high income, people will be willing
to pay more to buy Dove products.
❖ Natural
-

Product Packaging

The use of environmentally friendly packaging design is an important goal of Unilever,
affecting the interests of the company and determining the success of many business
aspects. On the Vietnamese market, there are two types of Dove shampoo packaging
designs: packages and plastic bottles. Both types of packaging are made from plastic
containing low density polyethylene (LDPE), identified by code 4. LDPE signal #4 can be
easily found in the accessory section of Dove shampoo bottles. According to Wilcos, this
plastic is considered one of the safest plastics for product packaging and can be easily
recycled.
-

Reducing environmental pollution

Unilever Vietnam's Vice President said that Unilever Vietnam's goal is to improve people's
lives without sacrificing environmental benefits. Unilever Vietnam has invested more than

300.00 USD in a modern waste treatment system with a capacity of 300 cubic meters/day.
Chemicals will be collected and burned at high temperatures to reduce adverse effects on
the environment. In addition, Unilever also has a Safety, Health and Environment
Department in charge of legal politicians related to environmental protection and research
on potential risks.
❖ Technology
Today, people, especially women, use a lot of chemicals for curling, straightening and
dyeing, so the hair is very easily damaged, tangled and hair loss. With three technologies
with many different uses such as anti-breakage, tangle and especially damage repair
applied in Dove damaged shampoo products, it will be one of the opportunities and
advantages. for customers to find Dove products.
Moreover, Dove introduced the hair damage meter to the customer. The strength of this
meter is that it displays results similar to those in the laboratory and can be measured
anywhere, as well as displaying results to customers in a short time. This technology will
help customers detect damaged areas of hair and thereby restore them
❖ Politic
Recently, the government has issued a number of decrees on reducing taxes on imported
products. This has made these foreign shampoo brands even more popular in Vietnam.
People like to discover and use new products and when they try them out, they will buy
them often, which will gradually adversely affect Dove's revenue and market share.
If the appearance of many foreign brands in Vietnam is too much, especially for fastmoving consumer products, the Vietnamese Government has propagated a number of laws
and programs to encourage patriotism of Vietnamese Vietnam through the purchase of

0

0


Vietnamese goods such as the program "Vietnamese people use Vietnamese goods". These
regulations have a huge impact on how consumers choose products. Therefore, foreign

brands like Dove have difficulty in managing and expanding their business in Vietnam.
❖ Cultural
For hundreds of years, Vietnamese women have used locust fruit as a way to wash their
hair. Over the generations, this habit has grown stronger and stronger. Therefore, many
companies have put the scent of locust in their shampoos to attract Vietnamese believers.
Furthermore, some people used to think that current shampoos contain a lot of chemicals
and that using chemicals on the hair can strip the hair of moisture.
With Dove, unlike Dove's shampoo products that apply modern technologies with hair
nutrients, Dove's message is easy to understand but concise: "With Dove shampoo is not
used to clean hair but also to nourish hair and repair damage”. So DOVE always wants
women today to not have to spend time and money going to the shop to take care of their
hair.
2. Market situation
According to Statista's report on the estimated hair care market share in 2016 and
2025, shampoo accounts for 33% of the market share. The outbreak of COVID-19 in
2021, resulted in 60% of people spending more time taking care of themselves. Social
distancing in 2021 due to the pandemic has completely changed our daily beauty routine
and helped us redefine the core value of beauty. When natural and authentic beauty takes
the throne, people often tend to take care of beauty from within and this natural beauty
trend will continue in 2022. One trend that can be mentioned is natural pretty hair.
Tapping into the demand thick and healthy hair, some players have added the hair growth
stimulating function to their shampoos, with others promoting their dandruff-reducing,
damage-reducing properties

Picture 1.1: Report on the estimated hair care market share in 2016 and 2025
Source: Statista.com

0

0



According to another report, Dove’s market share is holding the third place after
Clear and Sunsilk, behind are P&G's Pantene and Head & Shoulders in the women's
shampoo market. Hence, a good marketing plan in this situation would be a great
opportunity for Dove in particular and the company in general to increase the
competitiveness and maintain foothold in the shampoo market.

Picture 1.2: Popular Shampoos
Source: Q&me (2020)

3. Competitors
The following competitors have a major impact on Dove products, including losing
segmentation, putting more effort and budget into advertising and promotions, and being
conscious of losing a strong position in the shampoo market Vietnam head.
❖ Pantene: is a brand of P&G in Vietnam since 1995. Realizing the importance of having
healthy hair, Pantene and shampoo products have brought a beautiful healthy hair to
every woman. Pantene has six main shampoo products to be able to serve Vietnamese
customers wholeheartedly.
● Advantages:
-

Pantene also has many different product categories like Dove, so the competition is
very high.

-

Pantene has succeeded in positioning its product quality when most consumers feel that
Pantene shampoo smoothes the hair, moisturizes the hair very well.


-

In addition, experts also agree that Pantene shampoo is the best anti-hair loss shampoo.

● Disadvantages:
-

The disadvantage that almost every customer complains about Pantene is that the scent
of the shampoo is heavy, not gentle, and feels uncomfortable when smelling them.

0

0


-

The price is also said to be a shortcoming of Pantene when everyone says the price is
quite high.

❖ Sunsilk: entered the Vietnamese market in 1995. With careful steps, Sunsilk has
become one of the favorite brands of Vietnamese consumers. Sunsilk also holds 13% of
the women's shampoo market share and is in the top 3 hair care brands and 2 leading
hair care brands in Vietnam.
● Advantages
-

There is a successful parent company behind Unilever.

-


The price is suitable with the income of Vietnamese people.

-

Effectively nourishes coarse hair and gives a magical silky smooth hair.

-

Various, outstanding and attractive advertising campaigns. Models are diverse and
often use celebrities to advertise.

● Disadvantages
-

- There are still many modern technologies and machines that have not been applied.

-

Not really outstanding compared to competitors and occupies a relatively small market
share in the Dove shampoo market in Vietnam

❖ CLEAR: is a trademark of Unilever group. Consisting of technological solutions to
wash away dandruff and other scalp problems, CLEAR started step by step into the
Vietnamese market and earned the position as the No. 1 shampoo in Vietnam. CLEAR
is used by both men and women to get rid of dandruff and prevent it from coming back,
resulting in smooth, healthy hair.
● Advantages
- Accompanying parent company, Unilever.
- Vietnam's climate is very suitable for the product line "Clear cool mint shampoo", so

Dove is always in the top 1 of the most popular shampoo brands and holds a very high
market share in the shampoo market.
- CLEAR is loved for its anti-dandruff feature.
- The ads are attractive, attract viewers and often use famous artists to appear in the ads.
● Disadvantages
- Clear shampoo is too focused on the features of the product, so the product does not
have many product lines for customers to choose from.
-

High price

4. Dove’s swot analysis
 Strengths

0

0


● With the current young population, the standard of living of people, especially
women, is increasing. This is an opportunity to promote the product to the market
more and more strongly.
● “Dove Damage Repair Shampoo” is a famous product of Dove with the “Damage
Repair” feature. Dove has successfully positioned its brand in the market and also in
the hearts of customers.
● Success in branding Dove comes with an image that protects the beauty of women
and their voices.
● The packaging is made from plastic containing polyethylene, a safe plastic for product
packaging and can be easily recycled, thereby helping to reduce pollution and protect
the environment.

● Communication campaigns that cause plus points in the hearts of customers about
good service and customer care.
● Promotions, year-end sales, customer gratitude received enthusiastic responses from
customers.
 Weaknesses
● Young people are currently a large and potential market, but Dove has not yet had any
advertising or marketing campaigns targeting them.
● Too interested in "Restore Damage" shampoo products that neglect other shampoo
product lines with other features.
● Product packaging is too boring, need innovation.
● Owning many distributors and retailers will easily cause conflicts between levels,
dumping and losing brand image.
● There is no Dove exclusive store yet.
● Promotions and customer gratitude programs take place with too few and limited
times.
● TV commercials no longer attract much attention and Dove does not sponsor beauty
contests.
 Opportinities
● Vietnam's economy is growing and income levels are also increasing.
● People's education level is getting higher and higher, people's income as well as their
awareness of caring for their health, so promoting advertising about Dove's benefits is
a reasonable action of the company.
● Vietnam is a religiously free country, so the distribution and advertising of products
are not bound like other Asian countries.

0

0



● Vietnam is a country with very high political stability, providing fair competition and
facilitating the sustainable development of products.
 Threats
● Other competitive companies, the competition situation is getting fiercer with the
appearance of many other famous brands in the shampoo market both at home and
abroad such as: Pantene, Clear, Sunsilk, Rejoice.
● The average income of people in general is still low, especially in rural areas.
● Some people have a habit of using locust fruit as a way to wash their hair and think
that current shampoos contain many chemicals and using chemicals for hair can strip
the hair of moisture.

IV. SEGMENTARY STRATEGY, TARGET MARKET AND
POSITIONING
1. Segmentary

In marketing, market segmentation is the process of dividing a broad consumer or
business market, normally consisting of existing and potential customers, into sub-groups
of consumers (known as segments) based on some type of shared characteristics.
In dividing or segmenting markets, researchers typically look for common characteristics
such as shared needs, common interests, similar lifestyles, or even similar demographic
profiles. The overall aim of segmentation is to identify high yield segments – that is, those
segments that are likely to be the most profitable or that have growth potential – so that
these can be selected for special attention.
The segment of customers using shampoo on the market:
Table 1.1: Segments table
Demographics

Psychology

Age: 15 to 25 Females


Lifestyle: Appearance of top Loyalty: easy to pay attention
to new things, change
concern.
quickly. Influenced by family,
Often spend time watching
friends, celebrities.
TV, accessing the Internet
and then being attracted to Occasion: daily use.
attractive ads.
Rate of use: quite high

Income: school age,
depends on parents and
has no income. Some
may be financially
independent.

Loyalty

Occupation: Student
Age: 25 to 40 Females
Earnings:

Lifestyle: They can spend a Loyalty: Will become loyal
lot of time and money customers if the product is of
Most
improving their appearance. good quality and effective. →

0


0


customers
in
this The luxurious and elegant
segment are financially design of the product can get
independent and have their satisfaction.
middle- to high incomes
They regularly stain and curl
Occupation:
All their hair
occupations

the company takes a lot of
time and effort to get this
group of customers.
Occasion: daily users, buy
gifts on holidays, special
occasions
Rate of use: quite high

Lifestyle: Women over the Loyalty: want to save their
age of 50 often worry about time and budget to choose the
Income: middle to high
product that brings the most
hair loss
income
satisfaction.

They are often people who
Occupation:
All
buy food, personal care Want products with healthy
occupations
which
is
products for their families as ingredients,
available
in
well as themselves → affordable,
and
stores
Ordinary people decide how supermarkets
to spend money to satisfy nationwide.
family needs.
Occasion: gifts, daily use.
They care about healthy
Rate of use: low rate
products for themselves and
their families. They have
experience using the product
and
can
have
good
analytical skills
Age: Over 40 Females

Source: Marketing Plan of Dove micro and macro


2. Targeting
The target audience for this Dove Damage Recovery shampoo product line is women aged
between 25 and 40. This is also the target customer of the Dove brand so far. At this age,
women are consciously interested in their appearance but they are too busy with work
without time to take care of themselves. They want to find a shampoo product that can
both help smooth and smooth hair and help them recover damaged hair after dyeing or
curling. In this target segment, most of them have a stable income and are financially
independent so what they are most interested in is the quality of the product. Therefore,
Dove always focuses on how the customer's hair will become strong and can be restored
after each shampoo experience and interest in the ingredients inside the product, external
factors such as environmental protection, animal trial products, recycling... If those
factors meet the needs of customers in addition to quality, it will create loyalty in

0

0


customers, we can win market share inside them, and vice versa if they feel dissatisfied
with a certain issue, they will never use the product or can boycott.
3. Positioning
❖ Dove’s competitor positioning
On the market today, there are many new shampoo brands both at home and abroad.
Featured with damage recovery, in addition to Dove, there are also Pantene and
TREsemmé brands.
o Pantene is a brand of P&G group and is a direct competitor of Dove since its launch
until now. Pantene is also widely known and loved by the majority of Vietnamese
people. With its damage recovery feature, Pantene has attracted the majority of
customers with a cheaper strategy than Dove. Low cost is an advantage of Pantene

because the income of Vietnamese people is still limited, especially for rural families.
Comparisons are inevitable when shopping, so when two bottles of shampoo have the
same feature, customers will tend to choose the cheaper one to use. In terms of quality,
most customers perceive Dove as better.
o Another competitor from the same company is TREsemmé. The purpose of this brand
birth is that Unilever wants to bring a high-end product line to serve the higher-income
customer segment. TREsemmé offers customers outstanding features, with the ability
to smooth and repair damage that customers can feel immediately after one wash. It is
undeniable with what TREsemmé brings, because this is a high-end product line, so it
has a higher price than the common ground of shampoo brands in Vietnam, so it is still
not available today popular among customers here.
❖ Dove’s positioning
Like the name of product line, Dove has always affirmed his shampoo as "Not only clean
the hair, but also restore damage from the inside". Therefore, Dove shampoo is positioned
into the market segment for women who want to nourish their hair and restore damaged
hair. In fact, the shampoo not only helps to clean the hair and scalp, but with Dove, the
shampoo also helps the hair to get the necessary nourishment, while gently cleaning the
hair and scalp. Beautiful hair contains magical power. Dove knows that: A smooth and
strong hair will help you be confident as well as proud every time you appear. In order to
feel great every day, Dove ensures to bring nourishing shampoos and restore hair from
deep inside, helping to keep hair healthy for a long time. If you like styling your hair to
refresh yourself every day? Dove Shampoo Restores damage to keep hair strong from
deep inside, as well as gives the hair great smoothness. And Dove is constantly improving
to help you solve each hair problem, including fibrous hair that is the enemy of women.
From the root with Dove is nourishing oil therapy, which gives you hair so smooth and
shiny that you just want to stroke your hair forever. The product conveys a message that
appreciates the natural beauty of women and the need to maintain women's hair. Targeting

0


0


women is because women are quite cautious in beautifying their hair and often have a
sense of beauty. So women will buy products that can enhance their beauty. In addition,
women are the main consumers of products offered in the cosmetic industry, as regular
buyers, they are more interested in how they care and how they look.

Picture 1.3: Dove’s position map

V. MARKETING – MIX STRATEGY
1. Product strategy

In order to adapt to the market situation, we want to boost a new kind of Dove’s product
mix depth which is “Dove stimulate hair growth 2in1”. Currently, the shampoo market is
becoming more and more bustling with many domestic and foreign brands. Each brand
has its own personality, and when it comes to Dove, customers remember a brand of
shampoo that makes hair smooth and helps repair damaged hair. Although there are more
and more brands on the market that also have damage repair features, but for customers to
feel and love, customers always remember Dove - a long-standing shampoo brand,
famous, and has a certain position in the hearts of customers with its outstanding features
and damage recovery. Taking Dove's "Top of mind" to bring back strong hair, we believe
that the new hair growth stimulating property will be a solution that many people want in
shampoo products.
According to the Center for Drugs, Cosmetics, and Food Testing in Ho Chi Minh City,
there are many types of harmful chemicals that can be found in hair growth-stimulating
shampoos on the market such as Propylene glycol, Sodium laureth, Diethanolamine

0


0


(DEA), Methylisothiazolinone, Paraben, 1,4-dioxane. They can cause severe scalp
reactions and damage hair. Experts encourage the use of shampoo products of natural
origin, containing extracts from herbs such as aloe vera, locust, lemon, lemongrass,
grapefruit peel, they will help stimulate hair growth quickly. and thick in a natural, safe
way. Therefore, the introduction of "Dove shampoo with damage recovery feature and
stimulates hair growth from grapefruit peel extract" - "Dove stimulate hair growth 2in1"
will be a great solution.
We added a new formula that includes the hair growth stimulating feature of the special
grapefruit peel extract in addition to the normal hair restoration function and the mild
fragrance of the previous product, which helps promote hair follicles to grow and
strengthen. Hair grows thicker, stronger and stronger.
 Value proposition:
“Dove - Solution for quality fast hair growth, the solution for your beauty”
With the new product's hair growth stimulating function from grapefruit peel extract, we
wanted our product not only to be a solution to normal damage to your hair, but also to
solve the problem of thick and healthy hair for you.
 Packaging:
With the current packaging, which is already familiar to customers, it has the main color
of white to show the purity and purity of the product but has been around for a long time,
changing the new image for the packaging will is the step where customers feel new,
different, curious, but at the same time, they must always keep the quality and
characteristics of the product so that customers feel familiar when using it. With the new
packaging, the main colors will be yellow and white, creating more prominence for the
brand and newness for customers.
Using green, environmental protection materials to use as packaging for products. The use
of environmentally friendly packaging design is an important goal of Dove, influencing
the interests of the company and determining the success of many business aspects.

Continue to use packaging made from low-density polyethylene (LDPE) plastic, identified
by code 4. LDPE signal #4 can be found in the accessory section of Dove shampoo bottles
easily. This type of plastic is considered one of the safest plastics for product packaging
and can be easily recycled.
❖ Support services
Dove has a variety of services to support customers on platforms from online to offline.
Improve the quality of support services, answer customer inquiries quickly and efficiently,
regularly maintain websites, and increase customer interaction on online websites.
Customer support service: Tel: 08-38236651. Email: is
always printed on every bottle of Dove shampoo. There are also Facebook, Instagram,
Website, Youtube.
2. Price strategy
Continuing to use and maintain its prestigious pricing concept, Dove uses price as a tool
to create high-quality associations with its brand and marketing campaigns. This pricing

0

0


strategy works well for Dove, as it has a well-established brand image that has a positive
impact on customer growth and retention. Dove has always positioned its pricing strategy
as setting high prices, which means setting prices higher than its competitors in the same
industry, and Dove has always maintained that price level and yielded as if there was no
tendency to lower prices to lead the market and have no complementary products to rely
on.
Table 1.2: Price of Dove stimulate hair growth 2in1
Net weight

Price


170g

43.000 VND

340g

79.000 VND

650g

125.000 VND

900g

156.000 VND

1,4 kg

213.000 VND

3. Place strategy
Currently Dove is doing business through its three main distribution channels:

(1)
(2)

(3)

Picture 1.4: Dove indirect distribution channel structure

Source: Structure of distribution channels

For channel 1 and channel 2: These are the two main channels of Dove's activities.
Continue to promote distribution channels, maintain a sustainable and long-term
cooperation relationship, ensure fast and complete supply of goods, especially large
supermarket systems such as GO&BigC, Coopmart. Increase discount rates for large

0

0


supermarket chains, as well as convenience stores, so that items are always displayed in
eye-catching locations.
As for distribution channel 3, this is the current distribution channel that is inefficient
because Dove still has its own official form of online shopping. Most of Dove products
are collected and sold together with other Unilever products in Unilever Mall stores on
Shopee, Lazada, etc. This will hinder customers in shopping for Dove shampoo. As part of
the upcoming plan, Dove must have its own online shop on e-commerce sites, so that
customers can easily choose and shop Dove products, and often have promotions here. to
attract customers, because this will be the shopping method for now and in the future.
Expanding another distribution channel from Dove will provide products directly to its
customers through exclusive stores specializing in the distribution of Dove products. Until
now, Dove has not had its own exclusive store, having a store will help Dove reach
customers more easily and better, in addition, this is not a place for customers to shop for
products. products, but also a place where customers can come to consult about hair
products and answer questions.
4. Promotion strategy
Message: The message we want to communicate is that Dove stimulate hair growth 2in1
can make your hair can make strong. In addition, when using Dove stimulate hair growth

2in1 with recycled packaging, you are joining us in our efforts to protect the earth.
❖ Advertisement
Continue advertising through traditional channels: TV - continue to maintain frequency,
prime time advertising at VTV channels, HTV… LCD: hanging billboards at high traffic
places such as airports, highways, squares... Online channels, constantly posting to
advertise products, interacting often regularly with customers and organize mini games for
customers to participate.
Build new campaigns, new advertising content to attract audiences. Hire your customers
to be models in commercials, let customers experience Dove products and express
opinions of the audience.
-

Specifically the advertising campaign for the Dove line of stimulate hair growth
2in1 shampoos:

Build an advertising campaign for Dove Damage Recovery and stimulates hair growth
from grapefruit peel extract - "Dove stimulate hair growth 2in1" to both attract new
customers who are looking for a suitable product for their hair as well as to show gratitude
to loyal customers have supported Dove over the years. The advertising campaign
"Restore damaged hair with Dove" will be advertised in media such as Internet,
newspapers… The content of the ads is that there will be experts to invite their own
customers to experience Dove damage repair shampoo and then record the opinions and
feelings of customers.

0

0


Hire KOLs and celebrities to promote the campaign, they will take pictures with the

bottle. Dove shampoo with the hashtag #WithDoveDamageRecoveryStimuateHair
#DoveFromGrapeFruitPeelExtract to widely spread the campaign for everyone to know.
On Dove's online platforms, there will be a contest for female internet users to participate.
The rules of the game will be that all participants will take two steps to take photos of
their hair before and after it is restored after using Dove products and comment, post it
publicly with the hashtag #CungDovestimulateHairGrowth2in1 #Kichthichmoctoc
#DoveChietxuatvobuoi to complete the contest. The evaluation criteria will be the hair
that has a clear fix of the hair and honestly shares his feelings about the Dove brand and
Dove's product line. The prize will be a full set of Dove products including shampoo,
conditioner, cream and cash value of 5.000.000 VND.
❖ Promotion
- Promotion for consumers
Along with the campaign, Dove will carry out accompanying advertising programs.
Linked with big supermarkets like GO&BigC, Coopmart to be supported in this
campaign, hanging banners and signs at supermarkets to let customers know more about
the campaign. To serve the program, Dove will launch promotions such as buying a bottle
of shampoo and getting a bath sponge, product combos at cheap prices, etc. For activities
on e-commerce sites I will participate in sales hunting occasions, special time frames with
many attractive deals to attract customers.
Especially on major women's holidays such as March 8, October 20, November 20, there
will be more promotions, discounts, and gifts to honor women. When customers buy
invoices for Dove product lines over 500,000 VND, they will be given a discount voucher
for the next purchase.
- Promotion for intermediaries, retailers, wholesalers
Increase support and encouragement policies for good sales intermediaries with
outstanding targets. Increase discount rates for middlemen when importing in bulk, or
exclusively selling Dove shampoo products. Increase gifts, banners, product display
shelves for them. Advertising cooperation, encouraging shoppers to use Dove's products.
❖ Public Relations
The Dove Self-Esteem project will be continued to continue its mission of protecting and

motivating girls, helping them overcome problems related to body shaming and improving
self-esteem.
Beauty contests are often absent from Dove sponsorship. Therefore, next year will
sponsor beauty contests such as Miss Universe, The Face, Vietnam next top model, ... This
sponsorship will help Dove's name be more popular.
The program to check hair damage with the Diagnostic Tool of Dove previously received
a lot of positives from customers. This project has not been held in Ho Chi Minh City yet

0

0


● Vietnam is a country with very high political stability, providing fair competition and
facilitating the sustainable development of products.
 Threats
● Other competitive companies, the competition situation is getting fiercer with the
appearance of many other famous brands in the shampoo market both at home and
abroad such as: Pantene, Clear, Sunsilk, Rejoice.
● The average income of people in general is still low, especially in rural areas.
● Some people have a habit of using locust fruit as a way to wash their hair and think
0
0 chemicals and using chemicals for hair can strip
that current shampoos contain many
the hair of moisture.


IV. SEGMENTARY STRATEGY, TARGET MARKET AND
POSITIONING
1. Segmentary


In marketing, market segmentation is the process of dividing a broad consumer or
business market, normally consisting of existing and potential customers, into sub-groups
of consumers (known as segments) based on some type of shared characteristics.
In dividing or segmenting markets, researchers typically look for common characteristics
such as shared needs, common interests, similar lifestyles, or even similar demographic
profiles. The overall aim of segmentation is to identify high yield segments – that is, those
segments that are likely to be the most profitable or that have growth potential – so that
these can be selected for special attention.
The segment of customers using shampoo on the market:
Table 1.1: Segments table
Demographics

Psychology

Age: 15 to 25 Females

Lifestyle: Appearance of top Loyalty: easy to pay attention
concern.
to new things, change
quickly. Influenced by family,
Often spend time watching
friends, celebrities.
TV, accessing the Internet
and then being attracted to Occasion: daily use.
attractive ads.
Rate of use: quite high

Income: school age,
depends on parents and

has no income. Some
may be financially
independent.

Loyalty

Occupation: Student
Age: 25 to 40 Females
Earnings:

Lifestyle: They can spend a Loyalty: Will become loyal
lot of time and money customers if the product is of
Most
improving their appearance. good quality and effective. →

0

0


customers
in
this The luxurious and elegant
segment are financially design of the product can get
independent and have their satisfaction.
middle- to high incomes
They regularly stain and curl
Occupation:
All their hair
occupations


the company takes a lot of
time and effort to get this
group of customers.
Occasion: daily users, buy
gifts on holidays, special
occasions
Rate of use: quite high

Lifestyle: Women over the Loyalty: want to save their
age of 50 often worry about time and budget to choose the
Income: middle to high
product that brings the most
hair loss
income
satisfaction.
They are often people who
Occupation:
All
buy food, personal care Want products with healthy
occupations
which
is
products for their families as ingredients,
available
in
well as themselves → affordable,
and
stores
Ordinary people decide how supermarkets

to spend money to satisfy nationwide.
family needs.
Occasion: gifts, daily use.
They care about healthy
Rate of use: low rate
products for themselves and
their families.
They have
0
0
experience using the product
and
can
have
good
Age: Over 40 Females


and
can
have
analytical skills

good

Source: Marketing Plan of Dove micro and macro

2. Targeting
The target audience for this Dove Damage Recovery shampoo product line is women aged
between 25 and 40. This is also the target customer of the Dove brand so far. At this age,

women are consciously interested in their appearance but they are too busy with work
without time to take care of themselves. They want to find a shampoo product that can
both help smooth and smooth hair and help them recover damaged hair after dyeing or
curling. In this target segment, most of them have a stable income and are financially
independent so what they are most interested in is the quality of the product. Therefore,
Dove always focuses on how the customer's hair will become strong and can be restored
after each shampoo experience and interest in the ingredients inside the product, external
factors such as environmental protection, animal trial products, recycling... If those
factors meet the needs of customers in addition to quality, it will create loyalty in

0

0


customers, we can win market share inside them, and vice versa if they feel dissatisfied
with a certain issue, they will never use the product or can boycott.
3. Positioning
❖ Dove’s competitor positioning
On the market today, there are many new shampoo brands both at home and abroad.
Featured with damage recovery, in addition to Dove, there are also Pantene and
TREsemmé brands.
o Pantene is a brand of P&G group and is a direct competitor of Dove since its launch
until now. Pantene is also widely known and loved by the majority of Vietnamese
people. With its damage recovery feature, Pantene has attracted the majority of
customers with a cheaper strategy than Dove. Low cost is an advantage of Pantene
because the income of Vietnamese people is still limited, especially for rural families.
Comparisons are inevitable when shopping, so when two bottles of shampoo have the
same feature, customers will tend to choose the cheaper one to use. In terms of quality,
most customers perceive Dove as better.

o Another competitor from the same company is TREsemmé. The purpose of this brand
birth is that Unilever wants to bring a high-end product line to serve the higher-income
customer segment. TREsemmé offers customers outstanding features, with the ability
to smooth and repair damage that customers can feel immediately after one wash. It is
undeniable with what TREsemmé brings, because this is a high-end product line, so it
has a higher price than the common ground of shampoo brands in Vietnam, so it is still
not available today popular among customers here.
❖ Dove’s positioning
Like the name of product line, Dove has always affirmed his shampoo as "Not only clean
the hair, but also restore damage from the inside". Therefore, Dove shampoo is positioned
into the market segment for women who want to nourish their hair and restore damaged
hair. In fact, the shampoo not only helps to clean the hair and scalp, but with Dove, the
shampoo also helps the hair to get the necessary nourishment, while gently cleaning the
hair and scalp. Beautiful hair contains magical power. Dove knows that: A smooth and
strong hair will help you be confident as well as proud every time you appear. In order to
feel great every day, Dove ensures to bring nourishing shampoos and restore hair from
deep inside, helping to keep hair healthy for a long time. If you like styling your hair to
refresh yourself every day? Dove 0Shampoo Restores damage to keep hair strong from
0
deep inside, as well as gives the hair great smoothness. And Dove is constantly improving
to help you solve each hair problem, including fibrous hair that is the enemy of women.