NEW

MARKETING
STRATEGY
2020

A7D4
Lecturer: Ms. Nguyễn Trần Cẩm Linh
Group members:
Võ Hồng Ngân
Nguyễn Bá Uyển Nhi
Nguyễn Ngọc Kim Ngân
Nguyễn Thị Như Sương
Tăng Thị Kim Khánh
 TABLE OF CONTENTS
I. INTRODUCTION:...................................................................................................................................................................... 3
1. Unilever:....................................................................................................................................................................................... 3
1.1 Unilever global company (since 1871).................................................................................................................. 3
1.2 Unilever Vietnam............................................................................................................................................................ 5
2. Lifebuoy:...................................................................................................................................................................................... 6
II. MARKETING ENVIRONMENT:................................................................................................................................................. 8
1. Micro environment:................................................................................................................................................................. 8
2. Macro environment:............................................................................................................................................................. 11
3. SWOT analysis:....................................................................................................................................................................... 12
4. Segmentation:......................................................................................................................................................................... 14
5. Targeting:.................................................................................................................................................................................. 15
6. Differentiation:....................................................................................................................................................................... 15
7. Positioning................................................................................................................................................................................ 15
III. 4Ps of Marketing Mix:.......................................................................................................................................................... 15
1. Product:..................................................................................................................................................................................... 15
2. Price:........................................................................................................................................................................................... 16
3. Place:........................................................................................................................................................................................... 17
4. Promotion................................................................................................................................................................................. 18
4.1 Advertising:.................................................................................................................................................................... 18
4.2 Public Relations:........................................................................................................................................................... 19
4.3 Sale promotion:............................................................................................................................................................. 19
4.4 Personal Selling :.......................................................................................................................................................... 20

WORK ROSTER
Members Works assigned
Writing Introduction, making Powerpoint
Võ Hồng Ngân
slides
Writing Marketing environment, finding
Tăng Thị Kim Khánh
sources
Writing Marketing environment, finding
Nguyễn Thị Như Sương
sources
Writing 4Ps of Marketing Mix, designing
Nguyễn Ngọc Kim Ngân
photos
Writing 4Ps of Marketing Mix, designing
Nguyễn Bá Uyển Nhi
photos

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I. INTRODUCTION:
1. Unilever:

1.1 Unilever global company (since 1871)

Unilever is a global company selling fast-moving consumer goods. Our purpose is to make sustainable
living commonplace. We make products that people love with around 400 brands in total in more than
190 countries: nutritious foods, household care essentials, indulgent ice creams, refreshing teas,
luxurious shampoos, affordable, disease-combating soaps... and many more. We use insight and
innovation to make sure these brands perform for consumers. And we make sure that our brands take
action on the issues that consumers care about. Ten years ago we launched the Unilever Sustainable
Living Plan, which sets out how we are decoupling our growth from our environmental footprint, while
increasing our positive social impact. We’ve made a difference to millions of lives by acting on the
issues that matter: Gender equality, fairness, climate action, healthy eating, hygiene, sustainable
sourcing, plastic waste – and many more.

This action is helping us drive more profitable growth for our brands, save costs, mitigate risk and
build trust among our stakeholders. It is the best and only way to achieve long-term growth.

We have:

empowere 1.85 million women through initiatives that promote safety, develop skills and
d expand opportunities

  746,000 smallholder through initiatives aiming to improve agricultural practices

farmers or increase incomes

1.73 million small-scale

retailers

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achieved 49% female representation in our management

reduced 44% water abstraction per tonne of production

52% CO2 emissions from energy per tonne of production

sourced 56% agricultural raw materials sustainably sourced

reached 1 billion people through Lifebuoy’s handwashing programmes

55 million people with safe drinking water

improved 16.5 million people’s to toilets

access

ensured 48% of our foods met the highest nutritional standards in 2018

66% of our foods met our salt intake targets

The world has changed a lot since then – but our underlying purpose has not: to promote hygiene and
health. Today, our brands are creating positive change in all sorts of ways. Knorr’s work to support
sustainable farming. Dove’s Self-Esteem Project, which has reached 35 million people. The work
to empower women and break down stereotypes that involves TRESemmé, Sunsilk, Omo and many
more brands. The 45,000 job opportunities created by Wall’s. And the incredible 458 million people
reached by Lifebuoy soap’s handwashing programme.

Delivering long-term growth: Unilever has grown dividends by an average of 8% per year over the last
38 years, with no reductions.From 2014 to 2019 we delivered average underlying sales growth of 3.3%
per year.
In general, we’ve been pioneers, innovators and future-makers for over 120 years. The success we’ve
achieved means that, today, 2.5 billion people will use our products to feel good, look good and get
more out of life. Our brands give us a unique opportunity to create positive change, to grow our
business, and to achieve our purpose of making sustainable living commonplace.

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 2.5 billion people use our products each day
400+ Unilever brands are used by consumers worldwide
190 Countries in which our brands are sold
155,000 Unilever people deliver our success
€52 billion Our turnover in 2019
1.2 Unilever Vietnam
Unilever Vietnam currently has 5 factories in Hanoi, Cu Chi, Thu Duc and Bien Hoa industrial zone.
The company currently has a nationwide distribution system through more than 350 major distributors
and more than 150,000 retail stores. Currently the company achieves growth of about 35-40% and
employs more than 2,000 employees. In addition, the company also cooperates with many domestic
factories in manufacturing and processing activities, supplying production materials and finished
packaging. These business cooperation activities have helped Unilever Vietnam save import costs to
lower product costs, to enhance the competitiveness of its products in the Vietnamese market, and at the
same time the company also helps helping Vietnamese partners develop production, ensure income for
employees and create about 5500 jobs.

Revenue in 7 years of Unilever Vietnam

On average, Unilever Vietnam's revenue and profit increase by 30-35% per year per year since the
company's projects come into operation stably and profitably. If in 95, the company's turnover is 20
million USD, in 96, the company's turnover is 40 million USD, by 1998, the company's turnover is 85
million USD and by the end of 2002, the company's turnover is about 240 million USD.

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 2. Lifebuoy:

2.1 Global Lifebuoy

Lifebuoy is the world’s number one selling antibacterial soap, sold in nearly 60 countries. We aim to
make a difference by creating quality, affordable products and promoting healthy hygiene habits. By
2020, our aim is to change the hygiene behaviour of 1 billion consumers across Asia, Africa and Latin
America. This could prevent 600,000 child deaths every year from respiratory infections and diarrhoeal
disease – the world’s two leading causes of child mortality. To achieve its goal, a new Lifebuoy
Handwashing Programme was launched in 2010, and is now one of the world’s largest hygiene
behaviour change initiatives. This programme is central to Lifebuoy plans in all countries and fully
embedded across the brand’s business model.

The desire to be clean, active and healthy is intrinsic to everyone – irrespective of age or economic
status. We understand this and Lifebuoy soap has championed the cause for better health through
hygiene for more than a century.

An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving
force behind the Lifebuoy brand. To realise this vision, we look to consistently innovate and provide
accessible Lifebuoy products to a wide variety of consumers.
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 The vision also commits the Lifebuoy brand team to visible action, through inspiring projects that
motivate consumers to improve their hygiene behaviour.
Our global parners include:

2.2 Lifebuoy Vietnam:

 In 2009, a fund of 1,000,000 soap bars was mobilized "For a Healthier Vietnam" fund.
 As of 2013, Lifebuoy has donated more than 5 million soaps in health and hygiene improvement
programs and disease prevention activities.
 Lifebuoy has supported the Ministry of Health to combat pandemic influenza and hand-oot-and-
mouth disease by spreading the habit of washing hands with soap to fight germs.
 In 2020, Lifebuoy Vietnam has successfully set up more than 100 handwashing stations all over
Vietnam.

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 Current products of Lifebuoy in Vietnam:

Shower gel

Soap

Hand wash

Hand
sanitizer

II. MARKETING ENVIRONMENT:

1. Micro environment:

- Company:
In 1995, Lifebuoy was one of Unilever's products penetrating into the Vietnam market which was
accepted by consumers and quickly gained a leading position in the market.

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 - Supplier:
Lifebuoy’s products are manufactured at Unilever Vietnam International Co., Ltd.

- Marketing intermediaries:
Lifebuoy products are widely distributed on the market to meet customers’ demand meanwhile
increasing the revenue and developing products. The market is divided into two main aims: offline and
online.
Offline: Consumers can easily buy Lifebuoy hand sanitizer in big supermarkets such as Coopmart,
BigC, Lotte Mart, ..convenience stores like Family Mart, Circle K, B'SMart ; or in wholesale and local
grocery store.

Online: Selling products on e-commerce sites such as Tiki, Shopee, Lazada, Sendo,etc.

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 - Customer:
Lifebuoy targets all customers across the country of any age and any level of income, because our
products are fast-moving consumer goods. During the COVID-19 pandemic, health is the biggest
priority of every citizen. Therefore, Lifebuoy products are essential for people who tend to care about
the health of their families and themselves.

- Competitors:

Green Cross is one of Lifebuoy's remarkable competitive brands. With more than 60 years of success
in product quality and accompanying consumers, Green Cross has affirmed its position and become a
popular brand in the Vietnamese market. The Green Cross’s product has the same function as Lifebuoy
(antibacterial, deodorant, and moisturizer).

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 Lifebuoy are well-known for various types of products such as soap, hand sanitizer, shower gel, hand
wash, while Green Cross is only famous for hand sanitizer.

In the Vietnamese market, Lifebuoy’s products appear to be more popular, widely available and easily
found to buy than Green Cross hand gel.
However, Green Cross hand sanitizer has 2 types: gel-based and liquid-based, while Lifebuoy is only
having gel-based products. Most of the hand sanitizer products do not contain much moisturizing
ingredients, inclung Green Cross and Lifebuoy.
Therefore, Lifebuoy want to release a new type of hand sanitizer which is liquid-based, adding more
portion of moisturizing ingredients and Vitamin E which are suitable for even customers with dry skin,
to brighten and soften the skin of their hands after use.
3. Macro environment:

- Demographic:
0-5: Children at this age are often not aware of keeping their hands clean so they need to use hand
washing to disinfect. However they must use under supervision and guidance of adults.
6-18: Children at this age usually contact the outside environment, take part in sports activities to
develop physical, intellectual thinking. During the Covid epidemic outbreak, taking self care is an
obligation to protect their health.
>18: Like the age of 3-18, the use of hand washing is an essential thing to protecting themselves, family
and the community. But adults also pay more attention to high quality and types of products, for
example: the products do not contain ingredients that irritate the skin and the alcohol content is not too
high and affect directly on hand skin.
- Economic:
Per capita income of Vietnamese is currently nearly 2,800USD, but according to the Prime Minister, if
including the missing economic size, it is over 3,000USD. Therefore, the price of product must be
determined at a reasonable price for most Vietnamese populations.
- Technological:
Lifebuoy has societal marketing strategy, so the promotion on social networks or other traditional
means (TV commercial) not only introduces new products but also sends Covid season messages to
avoid spreading disease.
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 - Political:
The Government has enacted laws which encourage foreign companies to invest in the Lifebuoy Viet
Nam market. In addition, products must comply with health safety standards issued by the Ministry of
Health of Vietnam. During this sensitive period, the Government urges people to protect themselves as
well as protect the community from COVID-19.
- Cultural - Society :
The epidemic COVID-19 is booming again, so people care about the health of themselves and their
loved ones. Therefore, Lifebuoy products are suitable for Vietnamese demand during the outbreak of
Covid-19 nowadays. Not only with antibacterial effects but also extra high moisturizing functions to suit
dry skin and help your hands are always protected best, hydrating skin. People can choose the hand
sanitizer as an essential item for themselves and their family, and also as a gift.
- Environment:
Today, customers tend to use eco-friendly products, so the packaging is recycled plastic and Lifebuoy
dry hand sanitizer possesses organic ingredients from premium food alcohol made from rice,
manufactured according to Unilever's stringent standards. In addition, Lifebuoy dry hand sanitizer is
also supplemented with Vitamin E and Glycerin to protect the skin of the hands, keep the hands soft,
limit dry skin when used many times a day to ensure health safety and protection for users.
4. SWOT analysis:

o Lifebuoy is a part of Unilever which sell fast-moving consumer

goods → wide consumer market.
o Today Lifebuoy is one of the biggest brands in term of
antibacterial products.
o The products are affordable yet have good quality, any customer
which any income level can easily afford our products.
o Although appearing in the market for a long time, Lifebuoy always
has unique marketing strategies and make itself different from the
competitors in the market.
o The products are aimed at protecting consumers’ health, which is
the biggest priority among people currently.
o Lifebuoy products focus on sterilizing (killing bacteria) → they do
not contain too many chemical ingredients.

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o Lifebuoy’s products are not diverse in ingredients and uses such as
scent, functions (whiten, soften or moisturize skin).
o The package color is too basic (include only white and another color,
mostly red) which is not attractive enough.
o In most of Lifebuoy products, the portion of moisturizing ingredients is
not much, which might make consumer’s skin being drier.

o Lifebuoy targets to the market which is suitable for all ages and all
genders. The product is also aimed at the affordable market. So
Lifebuoy can expand the market to bring products to rural areas.
o The spread of the COVID-19 pandemic is urging people to purchase
health protecting products, while our handwashing products are the
top choice in terms of health protection.
o Nowadays, the necessity of people’s health is increasing higher, with
Lifebuoy’s target is a fair price and easily access to the hygienic and
health solutions that will attract the consumers of products.

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 o More and more domestic and foreign companies (Green Cross, Kao,
On1, Bath and Body Works) appear and become fierce competitors
with Lifebuoy as their packaging might be more attractive.
o Currently, there are many cheaper products on the market that make
consumers choose those products.

→ From the above analysis, we come up with a new product with new packaging design which is
spray hand sanitizer made of eco-friendly material, adding extra moisturizing ingredients.
5. Segmentation:

- Geographic segmentation:
The new product will be released in all provinces of Vietnam, but we will concentrate in two potential
markets. Firstly, HCMC - HaNoi, there are two big cities in VietNam where we focus on selling and
increasing revenue. Secondly, the center of the epidemic such as DaNang, QuangNam, QuangNgai, Hai
Duong, organize charity activities to support health sector to fight the Covid 19 and to meet the demand
of customers during the COVID-19 epidemic, at the same time it helps to increase sales and bring new
products to customers to know and trust. Main purpose of these activities is to promote and maintain
Vietnam's market.
Besides the two most potential areas, a smaller number of products are still sold through e-commerce
sites, wholesale distributors, retail stores in rural areas.
- Demographic segmentation:
6-18: Children at this period are active and creative. They often have outside activities. So they have to
consciously use the product to protect themselves and prevent themselves from disease.
>18: Adults consciously protect for themselves, family and society. Their demands are higher about
the quality and ingredients which are safe or not. Moreover, the extra moisturizing ingredients in new
products will attract more female consumers as they tend to care a lot about their skin.
- Behavioral segmentation:
Lifebuoy hand sanitizer will be an essential product for customers who care about personal, family and
social health as well as customers tend to not prefer too fancy packaging designs but require high quality
with affordable price.
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 6. Targeting:

Lifebuoy’s market targeting strategy is differentiated (segmented) marketing.

Lifebuoy new hand sanitizer product will aim at the group over the age of 6, especially 15-24, who
care about their personal, family and social health. According to the UNFPA, Vietnam's population in
2017 is over 95 million people , in which the proportion of 15-24 accounts for the highest (15-24
accounts for 70% of the Viet Nam’s population.)
7. Differentiation:

Lifebuoy hand sanitizer will keep its original scent. However, the highlight of the new product is
packaging and ingredient addition. The bottle mades of recycled plastic which is eco-friendly and the
bottle cap is a mist sprayer that makes it easily use with just the amount enough by just one tap. With
compat size, maxi size 100ml, mini size 50ml, this is convenient for users to carry with them anytime,
anywhere. In addition, the ingredients of hand sanitizer are organic from high quality food alcohol made
from rice, supplemented with Vitamin E and Glycerin to increase the moisture produced strictly
Unilever standards.
8. Positioning.

Lifebuoy new hand sanitizer is a spray product with basic yet still trendy packaging design. Its
function is not only antibacterial but also highly moisturizing and is suitable for all skin types (especially
dry skin) with affordable price.

III. 4Ps of Marketing Mix:

1. Product:

Lifebuoy sanitizers are going to have several significant changes in packaging, size and ingredients,
which will be more saving. Instead of gel texture, it will be changed into liquid with moisturizer and
Vitamin E in order not only to leave your hands 99.99% germs free but also make your hand feel smooth
and soft.

The new packaging of hand sanitizer, spray bottle, ensures the penetrating process much faster,
convenient to carry and can be placed on your pocket, bag or purse because of the smaller size. As all
Unilever’s product packaging are commited to be reusable, recyclable or compostable, so this time, the
new containers will also be completely made of eco-friendly recycled materials. (Cre: Unilever cam kết
giảm thiểu rác thải nhựa (2019). Báo Vietnam.net. Truy cập 26/08/2020). Moreover, spray bottles help
spread the sanitizer wider and more evenly and reduce greasy feeling compared to gel bottles.

The main colour of the spray bottle is red, which is a predominant colour of Lifebuoy, and black,
white are added to balance the red colour as well as make the bottles look more sturdy and trendy.

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 There will be 2 sizes: 50ml and 100ml.

50 ml 100 ml

9. Price:

Lifebuoy hand sanitizer has an affordable and reasonable price for everyone at all income. Moreover,
there are combos which are more economical.

Types
‘SẠCH’ ‘ SIÊU SẠCH’ ‘ TIẾT KIỆM’ 
(size and 50ML 100ML
COMBO COMBO COMBO
combo)

Prices 39.00
59.000 69.000 99.000 79.000
(VND) 0

Combo SẠCH: 2 50ml-size products Combo SIÊU SẠCH: 2 100ml-size products

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 Combo TIẾT KIỆM:
1 50ml-size & 1 100ml-size products

10. Place:

When Lifebuoy VN publishes new products, products are sent directly to distribution channels such as
supermarkets, convenience stores, retailers, official online shopping sites,etc

Wholesaler and Manufacturer: Unilever Viet Nam

Retailers: Supermarkets (Coop mart, Coop extra, Big C, LotteMart, etc), Convenience stores
(Guardian), pharmacy (Pharmacity, Long Châu, small pharmacies), official online shopping sites (Tiki,
Shopee, Lazada, Sendo, etc) are channels which are potential to maximize the sales and profit,
especially during Covid-19 pandemic when demand for hand sanitizer is rising notably.

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 11. Promotion

4.1 Advertising:

Lifebuoy spray hand sanitizer will be introduced nationwide through mass media such as TV
commercials and social media (Facebook, Instagram, Youtube,etc), Google ads and offline advertising,
for instance, billboard, poster, in elevator dislay screens, etc.

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 4.2 Public Relations:

Lifebuoy are going to sponsor some TV shows in order to introduce new spray hand sanitizer to the
public broadly because TV shows are the tool that can promote new products widely in the short time.
Moreover, the shows that Lifebuoy will sponsor are shows that are popular and related to education such
as “Thiếu Niên Nói”, “Siêu Tài Năng Nhí” so as to spread the message of the importance of washing
hands to avoid disease to children and parents.

4.3 Sale promotion:

With the complicated situation of Covid-19 pandemic, hand sanitizer and face mask have become
people’s essential items to protect themselves from diseases. When customers buy spray hand sanitizers
in combos, they will receive face masks attaching to the combos. The quantities of the face masks
depends on which combos the customers buy. Moreover, the price is much cheaper when buying in
combos.

Combo “SẠCH” comes at the price of 69.000 VND with 2 fabric face masks.

Combo “SIÊU SẠCH” comes at the price of 99.000 VND with 5 fabric face masks.

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 4.4 Personal Selling :

Spray hand sanitizer will be officially sold on lifebuoy website (lifebuoy.vn) and other official online
shopping sites such as Shopee, Lazada, Tiki.

Lifebuoy booths will be placed at supermarkets and small retailers. PGs wearing Lifebuoy’s uniforms
will introduce and sell products to customers.

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