UNIVERSITY OF ECONOMICS

FACULTY OF MARKETING

GROUP PROJECT
PRINCIPLES OF MARKETING

MARKETING PLAN – LIFEBUOY HAND WASH

Member: Student ID:

Ngo Ngoc Bao An 241123031102
Kieu Le Vy 241123031141
Nguyen Thi Ha My 241123031118
Class : MKT2001_50K31.1
Lecturer : Dam Nguyen Anh Khoa

Da Nang, 2024

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 TABLE OF CONTENTS

COMPANY AND PRODUCT OVERVIEW...................................................... 1

I. COMPANY ................................................................................................ 1
1. History of establishment and development of the enterprise .................. 1
2. Mission and Vision .................................................................................. 1
3. Scale of operation (Extracted from Unilever) ......................................... 2
4. Organizational structure .......................................................................... 3
II. PRODUCT ................................................................................................. 3
1. Unilever's business .................................................................................. 3
2. Unilever's main product line: 3 lines ....................................................... 4
3. Staples in Vietnam: In Vietnam, Unilever offers familiar and
recognizable products: .................................................................................... 4
4. About Lifebuoy Hand Sanitizer .............................................................. 4

MARKETING ENVIRONMENT ANALYSIS AND SWOT ANALYSIS ...... 5

I. MARKETING ENVIRONMENT ANALYSIS....................................... 5
1. Micro Environment ................................................................................. 5
2. Macro Environment................................................................................. 7
3. SWOT Analysis ..................................................................................... 10

STP STRATEGY ................................................................................................ 13

I. MARKET SEGMENTATION ............................................................... 13
II. TARGET MARKET SELECTION (TARGETING) ........................... 17
III. POSITIONING ....................................................................................... 18

MARKETING MIX (4PS)................................................................................. 19

I. PRODUCT ............................................................................................... 19
1. Product classification ............................................................................ 19
2. Product features ..................................................................................... 19
3. Product formulation............................................................................... 20
4. Decision on product line ....................................................................... 21
5. Product life cycle:.................................................................................. 22
6. Product Marketing Strategy: ................................................................. 23
II. PRICE ...................................................................................................... 23
1. Pricing Strategy ..................................................................................... 23
2. Pricing method ...................................................................................... 24
III. PLACE (DISTRIBUTION) .................................................................... 24
1. Distribution channels: ........................................................................... 24
2. Market Coverage ................................................................................... 25

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 3. Distribution channel management:........................................................ 25
IV. PROMOTION ......................................................................................... 26
1. Advertising ............................................................................................ 26
2. Sales promotion ..................................................................................... 26
3. Public relation ....................................................................................... 27

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COMPANY AND PRODUCT OVERVIEW
I. COMPANY
1. History of establishment and development of the enterprise
1.1. Unilever

In 1929, two of the world's leading and large-scale enterprises, Margarine

(a margarine manufacturer) and Lever Brothers (a soap manufacturer), joined
forces under an agreement that protected their core businesses.

On 2/9/1929, these two large enterprises merged to form Unilever,

officially established on 1/1/1930. Over the decades, Unilever has grown into a
leading multinational company providing food, personal care, and household
products. With headquarters in London and Rotterdam, the corporation now
operates primarily in the Americas, Western Europe, and the AAC region (Asia,
AMET, Central & Eastern Europe).
1.2. Unilever in Vietnam

Entering the Vietnamese market in 1995, Unilever quickly developed

strongly with familiar products such as: P/S toothpaste, OMO detergent, Sunsilk
shampoo, Sunlight dishwashing liquid,... and became the main supplier of daily
essential products for Vietnamese consumers.
2. Mission and Vision
2.1. Unilever's Mission

Unilever’s mission is "To add vitality to life" by promoting health,

protecting the environment and supporting the community. Products like Lifebuoy
raise awareness about hand hygiene and disease prevention, while Dove focuses
on skincare and boosting confidence. The company also leads environmental
efforts, such as using recycled packaging and cutting carbon emissions. Through
these actions, Unilever delivers quality products while fostering sustainability and
long-term benefits for the society, aligning with their global vision.
2.2. Long-term vision in Vietnam

Unilever Vietnam's mission is to bring Vietnamese people's better life.

They are committed to providing essential daily consumer products, helping
consumers live healthier and more sustainable lives. Unilever Vietnam also
emphasizes its role in environmental protection and sustainable development, and
contributes to community development through education and healthcare
programs. Unilever Vietnam's vision has changed and evolved over the years to
adapt to changing markets and consumer trends, as well as specific social and
environmental issues as follows:
2.2.1. The first period (1995 - 2000):

Unilever Vietnam's original vision was to "Provide essential consumer

products, improve the life quality of Vietnamese consumers." Therefore, the

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company focused on building strong products and brands in Vietnam such as OMO,
Lifebuoy, Dove, Lipton and Knorr.
2.2.2. Development period (2000 - 2010):

Unilever Vietnam's vision shifted to "Towards sustainable development and

public healthcare." Beyond market growth, the company prioritized environmental
protection and public health improvement through initiatives like Lifebuoy's
"Handwashing Campaign" and hygiene education programs.
2.2.3. Current period (2010 - present):

Unilever Vietnam's vision is to "Create sustainable positive change in

society, protect the planet, and enhance consumers' quality of life." The company
emphasizes sustainability by reducing plastic use, incorporating recycled materials,
and developing products that promote health while benefiting the community and
environment. Their approach ensures products are safe for users and minimize
environmental impact across their life cycle.
3. Scale of operation (Extracted from Unilever)
3.1. A Global Business

- Presence in 190 countries.

- 59.6 billion euros in revenue in 2023.
- 4.4 million retail stores.
- 3.4 billion people use the product every day.
3.2. Abundant and strong human resources

- 128,000 employees worldwide, of which 55% of managers are women.

- 57,000 suppliers in 150 countries.
- More than 280 factories operated by Unilever.
- €949 million has been spent on product research and development.
- 8.6 billion euros spent on brands and .
3.3. Sustainability expertise:

- 2023 AAA Rating for CDP (climate, forest, and water).

- Reduce the greenhouse effect by 74% since 2015.

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4. Organizational structure

Unilever Group has 2 parent companies: Unilever NV (Netherlands) and Unilever

PLC (UK).

Although they differ in legal status and transaction code, the two operate
under a joint board of directors through a benefit agreement.

Shareholders of NV or PLC all receive the same policies and benefits.

The executive board includes chairman Michael Treschow, CEO Paul

Polman and CFO Jean Marc Huet.

In Vietnam, after acquiring the contributed capital, it has become a 100%

foreign-owned enterprise: Unilever Vietnam Co., Ltd. The company is managed
with the operating model of limited liability enterprises.

Full name: Unilever Vietnam International Co., Ltd.

Head office address: Lot A2 – 3 Northwest Cu Chi Industrial Park, Tan An

Hoi Commune, Cu Chi District, Ho Chi Minh City

Transaction Office Address :156 Nguyen Luong Bang Street ,Phuong Tan
Phu Street ,District 7 Ho Chi Minh City

Phone : 08.54135686

Fax : 08-54135631

Tax code : 0300762150

Account number': 001034826001 at the bank: HSBC – 35 Dong Khoi,

District 1

II. PRODUCT
1. Unilever's business: Unilever operates in a wide range of business areas
with key product groups:

- Personal Care & Beauty: Dove, Lifebuoy, Sunsilk, Axe, Pond's,

Closeup, Simple.
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 - Family Care: OMO, Sunlight, Vim, Cif.
- Food & Drink: Knorr, Lipton, Slim, Becel, Flora.
- Nutrition and health: Products that support nutrition and promote
health.
2. Unilever's main product line: 3 lines

- Food lines for processing and eating: Becel, Flora, Bertoli, Knorr,
Lipton.
- Hygiene and personal care product lines: Lifebuoy, Dove, Lux,
Pond's, Rexona.
- Laundry product line for clothes and household items: OMO,
Sunlight, Cif, Vim.
3. Staples in Vietnam: In Vietnam, Unilever offers familiar and
recognizable products:

- Personal Care: Lifebuoy, Dove, Sunsilk.

- Family Care: OMO, Sunlight, Vim.
- Food: Knorr, Lipton.
4. About Lifebuoy Hand Sanitizer
4.1. Outstanding Features:

- Effective bactericidal: Removes up to 99.9% of bacteria, protecting

user health.
- Easy to use: Cleans quickly and easily rinses off with water
- Safety: Gentle composition, suitable for both children and adults.
- Pleasant fragrance: A variety of scents, bringing a pleasant feeling
of use.
4.2. Core Values:

- The ability to protect health thanks to an advanced bactericidal

formula, helping to prevent diseases transmitted through contact.
- Reputable brand: Lifebuoy is one of Unilever's oldest brands, with a
mission to raise awareness of personal hygiene.
- Clinically proven: The formula has been researched and tested,
bringing peace of mind to users.
4.3. Market Position:

- The world's No. 1 germicidal soap product.

- Key Markets: India leads in terms of sales and brand recognition.
- As a "champion" in health and hygiene, especially focused during
the pandemic and community campaigns.
4.4. Product variety:

Dry hand sanitizer, liquid hand soap and cake, many capacities and scents
to suit the diverse needs of consumers.

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MARKETING ENVIRONMENT ANALYSIS AND SWOT ANALYSIS
I. MARKETING ENVIRONMENT ANALYSIS
1. Micro Environment
1.1. Customers:

• B2B:
- Healthcare facilities: Hospitals, clinics, and healthcare centers require
hygiene products such as hand sanitizers, antibacterial soaps, and
disinfectants.
- Schools and educational institutions: Providing products to protect
children and educational staff, especially as part of campaigns to raise
hygiene awareness.
- Businesses and offices: Meeting workplace hygiene needs to safeguard
the health of employees and customers.
- Hospitality industry: Hotels, restaurants, and catering services require
high hygiene standards to serve their guests.
- Distributors and wholesalers: Partnering with supermarkets,
convenience stores, and large distributors to expand the distribution
network.
• B2C:
- Families and Housewives: Promoting hygiene products for household
use to protect the health of family members, particularly children.
- Children: Focused on campaigns like "Help Children Reach 5,"
highlighting the importance of hygiene in reducing infections among
kids, who are the most susceptible to infection.
- Health-Conscious Consumers: Catering to people prioritizing personal
and family hygiene to prevent illnesses.
• B2G:
- Education Organizations and Government: Lifebuoy collaborates with
governments and ministries of education to implement hand hygiene
education campaigns for students in schools. For example, Lifebuoy has
partnered with the Indian Government in the 'Help a Child Reach 5'
campaign.
- Social Organization: Lifebuoy brand from Unilever Vietnam and the
Vietnam Pediatric Association (VNPA) have officially established a
long-term partnership 'For a Healthier Vietnam'.
- Ministry of Health: Unilever and the Ministry of Health have partnered
on the strategic program "For a Healthier and Sustainable Vietnam."
This collaboration aims to raise awareness, enhance sanitation and
health conditions, and promote a sustainable healthcare environment for
the people of Vietnam.
1.2. International Market:

Unilever's flagship brand, Lifebuoy, has a global presence in 100 countries

and is among the most established and extensive soap brands in the world.The
most potential markets of Lifebuoy include:
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 - Asia
- India
- Africa
1.3. Suppliers:

Information about specific suppliers and manufacturing locations is

confidential by Unilever.
1.4. Competitors:

• Direct competitors:
- Dove: A Unilever brand known for its personal care products, including
hand washes.
- Lux: Although positioned in a higher-end segment, Lux remains a
formidable competitor to Lifebuoy, especially in the female consumer
segment.
- Safeguard: A Procter & Gamble brand offering a range of handwashing
products.
- On1: Not only at affordable prices, but On1 also combines natural
ingredients to create 5 different scents (On1 Vietnam), helping consumers,
especially housewives, have more fresh options.
- Local Vietnamese Brands: Brands such as Thái Dương, Dạ Hương, Cỏ
Mềm Homelab are emerging as competitors in the handwashing market,
particularly in rural areas.
• Indirect competitors:
- Dettol: A major competitor offering antiseptic products, hand sanitizers,
and disinfectants, which also promote hygiene and prevent germs.
- Savlon: Known for antiseptic liquids and hand sanitizers, targeting similar
hygiene concerns as Lifebuoy.
- Lysol: Although focused on cleaning surfaces, Lysol addresses germ
protection and sanitation in a broader context, including personal hygiene
when it comes to disinfecting environments.
- Clorox: Another cleaning product brand that provides disinfecting solutions,
thus indirectly competing in the hygiene space.
- Kleenex: This brand offers products that cater to hygiene needs, especially
in terms of cleanliness and personal care, as alternatives to soap and
handwashing.
• Potential competitors:
- Dettol: Renowned for its strong antiseptic properties, Dettol provides
highly effective germ-killing products and maintains a strong health-
focused marketing strategy, making it a serious contender as hygiene-
conscious consumers grow.
- Savlon: A trusted name in antiseptic products, Savlon markets its
antibacterial handwashes for their effectiveness, directly challenging
Lifebuoy in the hand hygiene category.

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 - Dove: Known for skincare, Dove has entered the liquid hand wash market
with products blending moisture and cleansing, appealing to consumers
seeking gentler, yet effective, alternatives to Lifebuoy.
1.5. Public group:

• Financial public group: Lifebuoy's growth during the pandemic has

attracted major investors, with strong distribution and financial support
from its parent company, Unilever.
• Media public group: Through campaigns, TV ads, and meaningful health
protection messages, Lifebuoy effectively expands its market reach and
promotes awareness.
• Local public group: Lifebuoy actively conducts community programs like
"The 6-Step Hand Washing Dance" and "100,000 Clean Hands - Linking
Many Prayers.", focusing on raising awareness and reducing disease spread.
The leadership prioritizes customer health by emphasizing the importance
of handwashing with soap as a critical protective measure.
1.6. Marketing Intermediaries

• Resellers: Lifebuoy's hand sanitizers are extensively supplied through

current distribution channels such as E-commerce platforms (Lazada, Tiki,
and Shopee Vietnam), supermarkets, convenience stores, and mini-marts
(Vinmart, Co.opmart, Lotte Mart, and Circle K)
• Marketing service intermediaries
- Ogilvy Vietnam: A prominent advertising agency that has worked with
Unilever brands, including Lifebuoy, to create and execute impactful
advertising campaigns.
- Edelman: A leading global PR agency that could support Lifebuoy’s
public relations efforts, helping the brand establish strong media
relationships and influence public opinion about hygiene and health.
- Vietnamese Celebrities: Lifebuoy's music video "Tết Ổn Rồi," featuring
stars like Đông Nhi, Jun Phạm, Hiền Thục, Bùi Công Nam, and Lê
Thiện Artist, delivers a heartfelt message: the greatest happiness lies in
the health and well-being of ourselves and our loved ones.
2. Macro Environment
2.1. Politics

• Public health policy: Countries often encourage health products such as

hand sanitizer to prevent epidemics. In Vietnam, human health is also
highly valued. The Ministry of Health, Unilever, and Lifebuoy launched the
"Lifebuoy Clean Hand Squad" program, educating Vietnamese primary
school students on hygiene across 8,060 schools in 41 provinces and cities
(according to Unilever Vietnam). Moreover, Unilever Vietnam and the
Ministry of Health have signed a 2023-2028 agreement, "For a Healthy and
Sustainable Vietnam," to further enhance public awareness, hygiene, and
health standards.

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 • Political stability: Markets with a stable political environment create
favorable conditions for Lifebuoy to expand its operations. Surrounded by
a stable political environment, Vienam is suitable for Unilever to expand
their business activities and implement cooperation programs with the
government. During the COVID-19 period, Unilever and Lifebuoy donated
VND 11 billion to 500 hospitals, contributing to disease prevention.
• Support from the government: During the COVID-19 pandemic, the
Vietnamese government encouraged the use of hand sanitizers, helping
Lifebuoy increase sales in rural areas by up to 30% in 2020 alone. In India,
the “Swasthya Chetna” program in partnership with the government and
Lifebuoy has reached 70 million people, increasing the product
consumption in rural areas.
2.2. Economic

• Income level: Lifebuoy typically targets all segments, from low to high
incomes, with affordable products, but the low-cost line helps to capture a
larger market share in developing countries. In Vietnam, small product
packages priced from 1,000 - 3,000 VND/package help Lifebuoy suitable
for people with below-average incomes.
• Economic Growth (Income Increase): The increase in consumption of
hygiene products in developing countries due to increasing demand for
personal hygiene products is a major opportunity to boost consumption. In
Vietnam, after the COVID-19 pandemic, spending on hygiene products
increased sharply, with households spending about 5-8% of their total
income on hygiene and personal care products.
• Inflation and production costs: Raw material price fluctuations affect
selling prices. Prices of key raw materials such as alcohol, glycerin, and
cleaning chemicals have increased by an average of 12% in 2023 (according
to the chemical market report), leading to an increase in the selling price of
Lifebuoy products. Example: The price of Lifebuoy in Vietnam will
increase from 15,000 VND to 16,500 VND/180ml by 2024. In Indonesia,
the price of sachets increased slightly from IDR 500 to IDR 600.
2.3. Social

• Health awareness, personal hygiene awareness: The Vietnamese

government collaborates with Lifebuoy in health campaigns such as the
"Clean Hand Squad", which directly impacts more than 8,060 schools
across the country, helping children and parents to become more aware of
frequent handwashing. According to a report from Nielsen Vietnam in 2023,
the demand for hand sanitizer increased by 45% during the epidemic crisis
periods, mainly thanks to public health campaigns.
• From there, changing consumption behavior: The pandemic has caused
a sharp increase in demand for hand sanitizer and soap, with Lifebuoy's
global revenue growth reaching +15% in 2021.

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2.4. Technology

Innovation and digital leverage have helped Lifebuoy expand its reach,
increase brand recognition, and meet the needs of modern consumers, especially
in the Vietnamese market.

• Product Technology
- Developing Active Silver+: Lifebuoy uses Activ Silver+
technology, a proprietary ingredient, which helps kill bacteria more
effectively, eliminating 99.9% of bacteria. This is a breakthrough
technology, especially suitable for the increased demand for
hygiene after the pandemic.
• Production technology
- Increased automation: At Unilever Vietnam's manufacturing plant,
Lifebuoy applies an automated line system, which increases
efficiency and reduces production costs by up to 15% compared to
traditional methods. Using energy-efficient technology and
reducing emissions, Lifebuoy is committed to achieving a 70%
reduction in greenhouse gases by 2025.
• Digital Advertising
- Using an online platform: Lifebuoy leveraged social media and e-
commerce channels to reach customers. In 2022, traffic to
advertising campaigns on Facebook and YouTube increased by
50%, contributing to an increase in online revenue by 30% in
Vietnam.
- Community education digitalization campaign: Lifebuoy
implements online education programs such as "Wash your hands
properly", reaching more than 2 million students through the Zoom
platform and online classes during the epidemic.
2.5. Legal

• Hygiene and safety regulations: Lifebuoy must adhere to strict standards

for product safety and quality. In Vietnam, personal hygiene products such
as Lifebuoy must comply with regulations on quality and safety inspection
according to Circular 06/2011/TT-BYT of the Ministry of Health.
Impact: Failure to comply with legal regulations may result in product
recalls or bans from sale, causing significant damage to revenue and brand
reputation.
• Advertising regulations: In Vietnam, the Advertising Law requires
products to provide truthful, clear and non-misleading information about
their uses. Lifebuoy has focused on making the message transparent, such
as promoting Activ Silver+ technology, through social media marketing
campaigns. Regulatory compliance helps Lifebuoy maintain consumer trust
and avoid legal disputes over advertising.

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 In Vietnam, the strategy of localization and transparency of advertising
messages has helped Lifebuoy maintain a competitive advantage, meeting
consumer demand in an increasingly tight legal context.
2.6. Environment

• Eco-friendly products: Lifebuoy is switching to recycled packaging and

eco-friendly ingredients. Lifebuoy has reduced the amount of virgin plastic
in its packaging, switching to recycled plastic to reduce plastic waste. In
Vietnam, Unilever, the parent unit of Lifebuoy, commits to all packaging
by 2025 to be recyclable, reusable or compostable.
• Climate change awareness: Lifebuoy participates in campaigns to raise
awareness about environmental protection. Lifebuoy has improved the
formula to reduce the amount of water needed when washing hands,
suitable for areas experiencing a shortage of clean water. In Vietnam, the
"Hand Washing with Clean Water" campaign has reached more than 10
million people in rural areas, helping to improve sanitation conditions and
save water resources.
3. SWOT Analysis
3.1. Strengths

• Brand Value: Founded in 1895, Lifebuoy is one of Unilever's oldest and

most trusted brands, known for its germicidal properties and loyal customer
base in over 100 countries. The brand promotes public health through
handwashing programs in 30 countries, partnering with organizations like
Gavi and Save the Children. During the COVID-19 pandemic, Lifebuoy
effectively leveraged community and government support to distribute its
products to underserved areas, thereby raising awareness of hand hygiene
and contributing significantly to public health efforts.
• Abundant resources from parent company Unilever: Unilever is one of
the world's largest consumer goods corporations, with revenue of $60
billion in 2022. Financial, technological, and distribution network support
from Unilever helps Lifebuoy maintain a strong position in the market.
• Product Quality and Proprietary Formulas: Lifebuoy’s proprietary
formulas, like the Active Silver Formula, set it apart from other hand
sanitizers. In a crowded market, its proven effectiveness has built strong
customer loyalty, reinforcing the brand’s position as a trusted choice for
long-term hygiene and health protection.
• Affordable price: The price is suitable for many customer profiles, meeting
the needs of target customers who are people with middle to high incomes,
especially in rural markets.
• Extensive distribution network: Products are easily accessible to
customers through e-commerce platforms, wholesale distribution for large
and small groceries. Lifebuoy is present in more than 60 countries and is
the most popular brand in Asian, African and South American markets. In
Vietnam, Lifebuoy products are available in most major supermarkets

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 (Coopmart, BigC, VinMart) and e-commerce platforms such as Shopee,
Lazada.
• Expanding the product line: Lifebuoy's expansion into new product lines,
including fragranced hand sanitizers, has boosted revenue. In 2021, it
introduced a range with natural ingredients like lemon extract and activated
carbon, appealing to eco-conscious consumers. This move diversified its
offerings and aligned the brand with the growing demand for
environmentally friendly products.
• Strong Marketing Campaign: Lifebuoy’s strong marketing campaigns,
like the "Hand Wash with Lifebuoy Soap to Protect Health" campaign
during the COVID-19 pandemic, have significantly boosted brand
awareness and sales. The campaign, implemented in over 30 countries,
helped Lifebuoy grow its hand sanitizer sales by more than 150%,
according to a 2020 Unilever report.
3.2. Weaknesses

• Higher prices compared to domestic brands: Lifebuoy's products are

priced higher (between 10,000 and 50,000 VND) than domestic and non-
branded alternatives (between 5,000 and 15,000 VND), making it difficult
to reach low-income consumers, especially in rural areas.
• Lack of modernity in brand image: Some younger consumers view
Lifebuoy as a traditional, old-fashioned brand, making it harder to attract
this demographic. Brands like Dettol are seen as more modern and
innovative, contributing to a perception of Lifebuoy as less appealing to
younger audiences.
• Competition from high-end brands: Although Lifebuoy has good quality
and reasonable prices, Lifebuoy will face difficulties from high-end brands
such as Dettol (40,000 - 100,000 VND) or organic products with higher
prices. Consumers can choose skin-safe and environmentally friendly
products. These high-end brands, hence, can attract a large number of
customers thanks to their health and environmental protection features,
making it challenging for Lifebuoy to compete in the high-end segment.
• Lifebuoy's rapid product expansion: During the COVID-19 pandemic,
Lifebuoy quickly expanded its product line to meet rising demand,
introducing items like dry hand sanitizers and disinfectant gels. However,
this rapid expansion has led to challenges in maintaining product quality,
managing supply chains, and ensuring synchronized production, which has
strained resources and logistics.
3.3. Opportunities
• Increased income

As Vietnam’s monthly income rises by 7.4% in 2024 (according to the

General Statistics Office), consumers are spending more on health and personal
hygiene. This mirrors a global trend, while wealthier areas lean towards premium
products, lower-income regions still seek hand sanitizers but at more affordable

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prices. Lifebuoy, offering products across various price ranges, is well-positioned
to meet the needs of consumers at all income levels.
• Increased demand for health protection and epidemics

According to the Business Forum, Lifebuoy has been "revived" by the

Covid-19 pandemic, expanding into 50 new markets in just 100 days. By
September, it became Unilever's next billion-dollar brand, growing by over 67%
year-over-year and 13% over the decade. A 2022 Statista report estimates the
global hand sanitizer market will reach nearly $3.4 billion by 2025, fueled not only
by increased hygiene demand but also by growing consumer awareness of personal
health protection.
• Widespread Popularity of Social Media Platforms

With the widespread use of social media, especially among Gen Z and
Millennials aged 18-34, Lifebuoy has effectively divided into this space for
product promotion. Through its "#HandwashingHeroes" campaign on platforms
like Facebook, Instagram, and Twitter, the brand encouraged users to share
handwashing stories. This initiative garnered millions of interactions, fostering a
community focused on hygiene awareness. Reaching over 500 million people
globally, the campaign significantly enhanced brand visibility and encouraged
product adoption.
• Policies from the government

Lifebuoy has partnered with the World Health Organization (WHO) on

hand hygiene campaigns, helping to enhance its global reputation and reach a wide
customer base. Hygiene policies for schools, hospitals, and medical facilities
provide opportunities for Lifebuoy to expand its distribution. Additionally, public
hand hygiene campaigns, supported by government and NGO collaboration, allow
Lifebuoy to raise awareness about proper handwashing. Strict quality standards for
hand hygiene products further benefit Lifebuoy, as its proven germicidal
effectiveness aligns with these rigorous requirements.
3.4. Threats
• Fierce competition
- Competition with international brands

Dettol is a strong competitor of Lifebuoy in the hand sanitizer segment.

According to a report by Statista, Reckitt Benckiser (the company that owns the
Dettol brand) accounts for about 15-20% of the global market share in the hand
hygiene industry. Meanwhile, Lifebuoy (owned by Unilever) accounts for about
12-15% of the global market share.
- Competition with domestic brands

In regions like India, Southeast Asia, and Africa, low-cost domestic hand
sanitizer brands are gaining market share by tailoring their marketing to local needs.
In India, brands like Santoor and Patanjali accounted for 10-12% of the hand
sanitizer market in 2023, according to Euromonitor International.
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 In Vietnam, Safeguard, despite being an international brand, has gained
significant traction and competes closely with Lifebuoy. With a similar product
strategy and competitive pricing, Safeguard now holds around 20-25% of the
market share, gradually closing the gap with Lifebuoy, as reported by Nielsen in
2022.
- Competition with products of the same brand

Dove, part of the Unilever group, has expanded its presence in the hand
sanitizer market. While traditionally known for beauty and body care products,
Dove's hand sanitizers have gained popularity due to their gentle formulas,
pleasant fragrances, and premium brand image. According to Euromonitor (2023),
Dove's hand sanitizer line holds about 12-15% of the market share in Vietnam.
• Fluctuations in consumer behavior
- Changes in habits

The surge in demand for hand sanitizers during the COVID-19 pandemic is
largely seen as a temporary shift in consumer behavior. Once the pandemic ends,
many consumers would return to their pre-pandemic routines, leading to a
potential decline in demand for hand hygiene products, especially as the urgency
decreases.

According to GlobalData, sales of hand hygiene products grew by 21.5%

globally in 2020 compared to 2019, but the market began to slow down in 2021
and 2022, with a decline of around 8-10% in regions where the pandemic was well-
controlled.
- Consumption trend of alternative products

Currently, there are many convenient hand hygiene products on the market
such as hand sanitizer and antibacterial soap, ... Nielsen's report in 2022 shows that
the global hand sanitizer gel market reached $4.5 billion, while liquid hand
sanitizers only account for about 55-60% of the total hand hygiene industry
revenue. This is also a major challenge for Lifebuoy's traditional hand sanitizer
product lines.
- Trend of preference for herbal ingredients and vegan products

This is a significant challenge because the product lines of the Lifebuoy

brand are prepared from chemicals.

STP STRATEGY
I. MARKET SEGMENTATION

Define Character Market Segment Description

segment
criteria

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Demographics Age: From children, Children and parents:
teenagers, adults to the Lifebuoy targets children
elderly. through fun marketing
campaigns and education about
the importance of handwashing,
promoting healthy hygiene
habits from an early age.
Products with colorful, child-
friendly packaging will attract
this target group.
Teens: This group is often
influenced by social media and
brand messages that emphasize
health. Lifebuoy can leverage
influencer marketing and digital
campaigns to connect with
young people who are
increasingly health-conscious.
Family: Lifebuoy builds its
image as a trusted, family-
friendly brand, with products
aimed at women and families,
emphasizing family health and
hygiene.

Gender: Suitable for both Women: Marketing strategies

men and women. aimed at women often focus on
skincare benefits and gentle
formulas that protect and
moisturize the skin while killing
bacteria. Women tend to choose
personal care products that both
cleanse and protect the skin.
Men: Lifebuoy can emphasize
strength and efficacy for men,
focusing on products that offer
strong and pronounced bacterial
protection. Men tend to prefer
simple and powerful products.

14
 Income: Lifebuoy offers Lifebuoy offers products at a
products at various price variety of price points to suit
points, catering to low, different income groups:
middle, and high-income Low income: Lifebuoy has
consumers. cheap options that are suitable
for price-sensitive consumers.
High income: Premium
products are suitable for
consumers who are willing to
pay for special formulas.
Promotions: Lifebuoy's
promotional strategies can target
price-sensitive consumer groups
through discounts, promotions,
and family plans.

Family Size: Lifebuoy's Family Plans: Lifebuoy offers

products come in a variety large packages that are suitable
of sizes, from family packs for families, making it cost-
to compact bottles, making effective and convenient. These
them suitable for both products are aimed at
large families and households with many people
individual consumers. using hygiene products on a
daily basis.
Individual Packages: For small
families or individuals, small,
handy packages can be used for
one or two people in the family.

Geographic Urban: Consumers in Consumers in the city prioritize

urban areas prioritize convenience, innovation, and
convenience and modernity in hygiene solutions.
modernity in hygiene Lifebuoy can leverage digital
solutions. Lifebuoy uses marketing, e-commerce
digital marketing channels platforms, and modern retail
to reach this group of channels to promote its
customers. products.

Rural: Rural consumers In rural areas, price and

are price-sensitive and education are important factors.
concerned about quality. Lifebuoy's marketing strategies
Lifebuoy uses local may include education programs
marketing and distribution on hand hygiene and product
strategies for market distribution through local retail
growth. stores to enhance consumer
reach and understanding.

15
 Regional Preferences: Lifebuoy can tailor its products and
marketing strategies to suit regional preferences in Vietnam.
For example, regions may have a special preference for
specific scents or ingredients. Tailoring the formula and
marketing message helps Lifebuoy connect more deeply with
consumers in different regions.

Psychology Health concerns: With increasing health

Consumers are becoming awareness, especially after the
more aware of health and COVID-19 pandemic, this
personal hygiene, group focuses on the health
especially after the protection benefits of products.
COVID-19 pandemic. Lifebuoy can emphasize the
Lifebuoy approaches this scientific effectiveness in
group by emphasizing the protecting health and disease
bactericidal efficacy of its prevention from its hand
products. hygiene products.

Lifestyle: Urban Busy office workers: People

consumers have busy who have a fast-paced, low-time
lifestyles, looking for lifestyle will look for convenient
convenience in healthcare. products. Lifebuoy can reach
Lifebuoy offers products this group with products such as
that are easy to use and liquid soaps, hand sanitizers, or
suitable for busy people. handy hand wipes to use on
business trips or in the office.
Families with young children:
This group will look for safe
and gentle products for children,
and also educate their children
about hygiene habits. Lifebuoy
can develop products and
marketing campaigns aimed at
families and children,
emphasizing the friendliness of
family health.

Behavior Usage rate: Lifebuoy has Few users: This group may only
three groups of consumers: use hand hygiene products
low use, moderate use, and during epidemics or during
heavy use. Marketing special hygiene campaigns.
strategies can be applied to Lifebuoy was able to engage
attract and retain each of this group through educational
these groups. campaigns on the importance of

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 frequent handwashing and
proper hygiene.
Average users: People who use
hand hygiene products regularly
but may change brands.
Lifebuoy can nurture their
loyalty through promotions,
incentives, and education about
the benefits of using the product
regularly.
Regular users: This is
Lifebuoy's main customer
group, using hand hygiene
products on a daily basis.
Lifebuoy is able to build loyalty
through community campaigns
and initiatives that encourage
regular use of the product.

Benefits soughts: Bacterial Protection: Lifebuoy

Consumers look for has always emphasized its
benefits such as ability to kill bacteria, an
antibacterial effectiveness, important factor for consumers
fair value, and benefits for who prioritize safety and health.
the skin when using the Affordable: Price-sensitive
product. Lifebuoy has consumers will look for
product versions that meet affordable solutions without
these needs. minimizing efficiency. Lifebuoy
can offer reasonable pricing
strategies, promotions, and
family product packages to meet
this need.
Skincare benefits: For those
interested in skincare, Lifebuoy
can develop product lines that
have moisturizing features, but
still ensure bacterial protection,
meeting the needs of both
hygiene and skincare.

II. TARGET MARKET SELECTION (TARGETING)

Target Character
segments
Size Growth Potential Attractiveness

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Family and The family Increasing with Strong emotional
Childcare market, especially increasing connection with
Segment families with large awareness of the parents. Lifebuoy
children. importance of emphasizes the
hygiene. protection of health for
families, especially
children.

Urban The large urban Strong growth The market is attractive

Expert workforce, with urban thanks to high incomes
Segment especially the development and and fast consumption
younger consumer demand for habits.
group, has high convenient
incomes and high hygiene products.
health needs.

Health- The group of With the trend of Customers in this

conscious health-focused health care getting segment tend to pay for
consumer consumers is stronger and products that are of
segment growing. stronger, this high quality and highly
group has great effective in protecting
potential. health.

Youth The young class This group has Engage this group of
segment (youth and great potential due customers through
students) make up to their interest in social media marketing
a large proportion health and healthy campaigns and digital
of the population. lifestyles. media activities.

III. POSITIONING
Differentiating and Character
Positioning Factors

Competitive Strong brand identity: Lifebuoy has a history of

Advantage more than a century, creating great trust from
consumers.
Crisis resilience: Lifebuoy has proven its ability to
adapt and increase trust during the COVID-19
pandemic.

Health Education Community Engagement: Lifebuoy participates in

public health initiatives, particularly in school and
community hygiene education campaigns.
Marketing campaigns: Enhance marketing
campaigns that focus on the importance of hand
washing.

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 Product Diverse product line: Lifebuoy offers different types
Differentiation of products, including soaps, liquid soaps, and hand
sanitizers.
Innovative product formulations: Lifebuoy
incorporates natural ingredients, meeting consumer
demand for organic and herbal products.

Pricing Strategy Reasonable price: Lifebuoy provides products at

reasonable prices, suitable for many customer
segments.
Promotion strategy: Discounts and gift packages
help increase product value for customers.

Distribution Network Extensive distribution network: Lifebuoy leverages

Unilever's distribution channels to be present in all
regions, from urban to rural.
Strategic partnerships: Partnerships with local
retailers to increase product presence.

Adaptation to local Addressing Local Health Issues: Lifebuoy

market trends understands and tailors products to accommodate
local health issues, such as protecting children from
illness.
Reaching out to local cultures: Lifebuoy targets the
cultural and health values of Vietnamese people.

MARKETING MIX (4PS)

I. PRODUCT
1. Product classification

Lifebuoy hand sanitizer is Convenient consumer products, is trusted by

consumers with its powerful antibacterial properties, especially helping to protect
consumers' health from disease-causing bacteria.
2. Product features
2.1. Product characteristics

• Quality and efficiency: Lifebuoy hand sanitizer kills 99.9% of bacteria and
viruses, helping to protect consumers' health with antibacterial formula,
deep cleaning but still gentle on hand skin.
• Safety for consumers: Lifebuoy is committed to safe products for all ages,
especially children.
• Rapid germicidal ability: Hand sanitizer kills bacteria and viruses in just
a few seconds, helping to maintain public health, especially during
epidemics.

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2.2. Brand

Lifebuoy is a long-standing and reputable brand of Unilever in the field of

hygiene and health care. In addition to hand sanitizer, Lifebuoy also develops
products such as soap, hand sanitizer gel and shower gel, which are widely known
globally.
2.3. Logo

• Symbol and design: The Lifebuoy logo resembles a lifebuoy, symbolizing

protection and health safety from disease-causing bacteria.
• Color: The dominant red color in the logo evokes the urgency and
importance of hand hygiene to protect health.
2.4. Packaging:

• Packaging Design: The packaging of Lifebuoy hand sanitizer has a simple

design but is very easy to use.
• Clear information: Packaging always provides complete information
about uses, ingredients and instructions for use, helping consumers clearly
understand the product before use.
• Environmentally friendly materials:
Unilever has also committed to improving
Lifebuoy product packaging, using recyclable
materials or minimizing environmental impact.
3. Product formulation

• The Lifebuoy Hand Sanitizer product line includes the following items:
- Item 1: Handwash Liquid: Liquid hand sanitizer can be used in many
different places and situations to help protect health and maintain personal
hygiene.
- Item 2: Hand Soap: Large bottles, used by families,
often appear in supermarkets and convenience
stores.
- Item 3: Foam Handwash: Convenient design, often
placed in public restrooms, hospitals, schools, or
crowded places.
- Item 4: Hand Gel: Commonly used in households
and public places. The gel form is easy to use and
popular in areas such as offices and hospitals.

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4. Decision on product line
4.1. Decision on product line length

Lifebuoy has a long product line with many different options, including gels,
soaps, foams, and baby products. This helps Lifebuoy serve a wide range of
customers and meet many different usage needs, from families to public areas and
medical facilities.

• Hand Gel: Lifebuoy gel products can include many different types such as
antibacterial gel, gel with gentle fragrance, or gel specifically for children.
• Hand Soap: Lifebuoy provides soaps with different capacities such as
500ml, 1L, 5L, serving households or establishments that use a lot.
• Form Handwash: This product type can have many different versions
depending on needs, for example, foam bottles for families or public foam
bottles with large capacity.
• Children's Products: Lifebuoy provides products specifically for children
with gentle formulas that protect children's skin.
4.2. Decision to expand the product line

• Special formula: Lifebuoy continuously improves and launches products

with special formulas, such as superior sterilization, anti-virus, and long-
term protection.
- Lifebuoy Natural Matcha & Aloe Vera (green): Highly
antibacterial, contains green tea and natural aloe vera, helps with
anti-oxidation and gentle skin care.
- Lifebuoy Lemon (yellow): Cleans and removes grease effectively,
deodorizes quickly.
- Lifebuoy Moisturizing Milk (blue): Contains milk essence and
advanced Active 5 formula, kills bacteria and moisturizes the skin,
making hands soft and smooth.
- Lifebuoy Superior Protection 10 (red): Active+ formula, kills 99.9%
bacteria, enhances resistance for the whole family.
- Lifebuoy dry hand sanitizer: Cleans hands without water, killing
bacteria with just a small amount.
- Hand sanitizer for children: Gentle formula, less irritating to skin,
exclusively for children.
• Additional products: Lifebuoy also develops complementary products
such as foam hand sanitizer, hand sanitizer, and soap.

4.3. Decision to narrow the product line

Although there is no official information about discontinued products,

Lifebuoy may eliminate products that are ineffective or inconsistent with market
trends, such as:

• Small capacity hand sanitizer (50ml, 100ml).

• Products with fragrances or tested formulas.
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 • The version does not contain antibacterial ingredients.
4.4. Decision on product line modernization

Lifebuoy not only improves product quality but also innovates design,
packaging and features to adapt to modern consumer trends.
4.4.1. Product Formula Improvement

• Antibacterial formula and long-lasting protection: Lifebuoy

continuously innovates new formulas, such as Total 10, protects hands from
bacteria for 10 hours, suitable for environments exposed to bacteria.
• Nourishes and softens skin: New formulas help nourish skin, soften hands
and reduce dryness.
• Products for children: Lifebuoy improves its formula for children with
gentle and safe features that do not cause irritation.
4.4.2. Packaging and product design improvements

• Environmentally friendly packaging: Lifebuoy improves packaging

using recycled plastic or degradable packaging, enhancing environmental
value and attracting customers who love sustainable products.
• Convenient packaging design: Packaging is improved with pump or spray
bottles, making it easy for consumers to use without waste.
• Packaging is reusable: Some Lifebuoy products use reusable packaging
(refill bottles or large packaging), reducing single-use plastic and saving
costs for consumers.
4.4.3. Integration of new technologies and utilities

• Automatic hand sanitizer: Lifebuoy innovates and provides automatic

dispensers, allowing consumers to use products without touching the faucet,
reducing the risk of cross-contamination.
• Outstanding antibacterial technology: Lifebuoy continuously launches
new technologies such as 24-hour antibacterial or effectively kill viruses
(like Covid-19). This helps the brand maintain competition with rivals and
meet the needs of consumers who want more effective antibacterial
products.
5. Product life cycle:
5.1. Introduction stage:

In 1997, products under the Lifebuoy brand officially appeared on the

market.
5.2. Growth stage:

- In the late 1950s, to attract female customers Lifebuoy used a new

ingredient, Puralin, and made the soap a softer, more feminine peach-coral
color.
- In 1966, hand sanitizer gel was invented.

22
 - In the same year the refreshing mint product Lifebuoy was introduced to
refresh the brand.
- In 2019, with the outbreak of the covid pandemic, Lifebuoy expanded to
50 new markets in just 100
5.3. Majurity and Decline

Because it is a daily-use chemical, up to now, Lifebuoy has shown no signs

of decline.

However, on the market, more and more soap brands appear, competing
fiercely. Therefore, over the past 20 years, Lifebuoy has continuously strived to
improve products, and at the same time organize and participate in social activities
to widely market to everyone, maximizing its ability to be a best-selling soap no.1
Vietnam.
6. Product Marketing Strategy:
6.1. Target market

Lifebuoy identifies mainly target customers housewives, who take care of

family health and shop for daily necessities, thus having a great influence on
product consumption.

Besides, Lifebuoy also aims at children, organizes hand hygiene education

programs for students, helping them form good habits from a young age.
6.2. Positioning

With the positioning "Lifebuoy - The world's No. 1 antibacterial clean

brand". Lifebuoy has succeeded in building a soap/hand sanitizer brand that
protects users from 99.9% of disease-causing bacteria, prevents infectious diseases,
and meets the safety needs of consumers.
II. PRICE
1. Pricing Strategy

• Penetration Pricing Strategies: Lifebuoy uses a market penetration

strategy to quickly capture market share. When launching new products,
Lifebuoy often prices them lower than competitors such as Dove or P/S to
attract customers to try them. After the product has captured market share
and customers are familiar with the brand, the price will be adjusted upward.
• Value-based Pricing: Lifebuoy promotes the product as not only hygienic
but also protecting health and preventing disease-causing bacteria.
Therefore, the price of the product may be slightly higher than for products
without health benefits.
• Competitive Pricing: Lifebuoy maintains competitive prices with major
brands such as Dove and P/S, although the product has more special health
protection features.

23
2. Pricing method

• Cost-plus Pricing: For example, if the cost of producing a bottle of

Lifebuoy hand sanitizer is 20,000 VND, Lifebuoy can add 20% profit (i.e.
4,000 VND), making the selling price 24,000 VND. This method ensures
that Lifebuoy always makes a profit from each product sold and does not
lose money, especially in a competitive environment.
• Value-based Pricing: Lifebuoy emphasizes anti-bacterial features, helping
to protect consumers' health, especially during epidemic seasons. With this
message, consumers are willing to pay more for a product that helps protect
family health.
• Competitive Pricing: Lifebuoy prices its soaps equivalent to or slightly
lower than brands like Dove or P/S but still ensures outstanding features.
• Channel-based Pricing: Lifebuoy applies Pricing by distribution channel,
adjusting product prices at supermarkets, convenience stores and online
channels. For example, the price of hand sanitizer may vary between
supermarkets and platforms such as Lazada and Shopee due to different
operating and marketing costs.
III. PLACE (DISTRIBUTION)
1. Distribution channels:

Lifebuoy distributes products to consumers through 3 main distribution

channels
1.1. Channel 0: Distribute directly to consumers

Lifebuoy hand sanitizer is distributed directly by the brand on the largest e-

commerce platforms in Vietnam today: Shopee, Tiki, Lazada and the brand's own
website to serve the online shopping needs of consumers.
1.2. Channel 1: Distribution through Retailers

• Specialty stores: Stores specializing in cosmetics, health care, or large

consumer stores, etc.
• Department stores: The shopping center is home to many retail stores and
big brands. Commercial centers such as Vincom, Aeon Mall, Lotte Mart
often have large consumer stores selling Lifebuoy products.
• Supermarkets: Supermarkets are one of the main distribution channels for
consumer products, including Lifebuoy. Big supermarkets in Vietnam such
as Big C, Lotte, Co.opmart,... all distribute Lifebuoy products.
• Convenience stores: Convenience store is one of the strongly developed
retail channels, especially in big cities. Typical in Vietnam such as
Winmart,..

In addition, Lifebuoy also distributes at many other retailers such as

Discount store, Off-price retailer or Superstore,...

24
1.3. Channel 2: Distribution through Wholesalers

• Merchant wholesaler: Lifebuoy's commercial wholesalers are mainly

professional distribution companies that help bring products from
manufacturers to retail stores and end consumers. Wholesalers may
include:
- Independent distribution companies: Operating in specific
provincial or city areas, helping bring products from manufacturers
to retail stores and end consumers.
- Major distribution companies: For example, Van Lang Group,
specializes in distributing consumer products, including Lifebuoy, to
retail channels and broader markets.
• Agents: Authorized Lifebuoy agents are usually companies or official
distributors licensed by Unilever to distribute Lifebuoy products in specific
areas or through major retail channels.
- Saigon Co.op Group: Is an authorized agent of Unilever to
distribute Lifebuoy products. This group buys products from
Unilever or major distributors and distributes them in its stores
nationwide.
• Sales branches and offices: Lifebuoy does not directly own its own
branches or sales offices for each of its products. Instead, Unilever (the
parent company of Lifebuoy) has an extensive distribution system
consisting of representative offices, distributors, and authorized agents in
many countries, including Vietnam.
2. Market Coverage

• Lifebuoy is available nationwide, from big cities to rural areas, thanks to a

fast and developed distribution system, helping products reach a wide range
of consumers.
• Current position: Lifebuoy has become the leading antibacterial soap brand
in Vietnam and many other countries.
• In Vietnam, Unilever's distribution system, including Lifebuoy, has more
than 300 distributors, 130,000 wholesale and retail stores, and more than
256 supermarkets and shopping centers.
3. Distribution channel management:

Lifebuoy uses an omnichannel distribution system to get its products into

the hands of consumers.
3.1. Traditional distribution channels

Lifebuoy distributes products through traditional channels such as grocery

stores, supermarkets, distribution agents, convenience stores, markets and
specialized stores. This helps products be widely available from urban to rural
areas, reaching a diverse range of customers.

25
3.2. Vertical marketing system - VMS

• Manufacturer (Unilever): This is the company that produces Lifebuoy

products, including soap, shower gel, and hand sanitizer gel.
• Level 1 distributor: Large distribution companies (e.g. Vina T&T nice
Van Lang Group) will purchase Lifebuoy products from Unilever and
deliver them to other retail stores or agents.
• Dealers and retail stores: Agents will deliver products to stores such as
supermarkets, grocery stores, and online platforms (Shopee, Lazada, Tiki).
3.3. Horizontal marketing system

• Cooperate with supermarkets and large retail stores: Vinmart,

Co.opmart, Big C
• Cooperate with e-commerce platforms: Lifebuoy also sells products
through e-commerce sites such as Shopee, Lazada, Get it to reach
consumers online.
IV. PROMOTION
1. Advertising
1.1. Traditional advertising

Lifebuoy uses traditional forms of product advertising such as advertising

on websites mass media channels, television and in both promotional campaign to
raise consumers' awareness of personal hygiene.
Slogan: "Lifebuoy yet? Lifebuoy go"

1.2. Digital marketing

• In the 4.0 era, Lifebuoy took advantage of social networking channels such
as Facebook, TikTok to reach consumers more easily.
• Brands create the trend like hand washing dances and sharing hygiene tips
to attract attention.
• Some outstanding advertising campaigns: "Tiny little thing", "6 step hand
washing dance", "Tet 2021 - Clean bacteria on your hands", and "Tet 2022
- China returns home".
• Lifebuoy also cooperates with influencers and celebrities to expand
influence.
2. Sales promotion
2.1. Discounts

• Lifebuoy implements many discounts on important holidays of the year

such as Lunar New Year, National Day Ceremony, or the summer.
• Discount programs can be direct discounts on products or indirect discount
programs such as buy 1 get 1 free nice buy 3 get 2 free.

26
2.2. Accompanying gifts

• 1 on 1 strategy: Lifebuoy deployed buy 1 get 1 free, for example, when

purchasing a large bottle of hand sanitizer, customers receive a small bottle
or sample for free, saving costs and encouraging small product trials.
• Free masks: During the COVID-19 epidemic, Lifebuoy gives away free
masks when purchasing hand sanitizer, meeting health needs and increasing
customer satisfaction.
3. Public relation

• Media campaign: Lifebuoy actively conveys the message of health

protection and hygiene through hand washing. During the COVID-19
epidemic, trend “Hand washing dance” was widely accepted, contributing
to a significant increase in revenue.
• Accompanying medical organizations: Lifebuoy partners with WHO,
UNICEF and other organizations in hand hygiene campaigns, especially in
areas where this habit needs to be improved.
• Communication through community events: Lifebuoy organizes and
sponsors events such as health seminars and hand hygiene programs for
students, helping consumers access information and practice proper hand
washing.
3.1. Personal selling

Although Lifebuoy mainly focuses its resources on broad marketing

strategies, there are also personal selling areas such as:

• Direct sales in stores and supermarkets: In stores, supermarkets, or retail

outlets, salespeople will advise customers about Lifebuoy products.
• Health conferences: Lifebuoy's consultants and customer care staff will
directly listen to customers' opinions and questions, thereby providing
timely solutions on the spot.
• Online call center support: Lifebuoy can also apply personal selling in
online sales strategies. Customer service agents via phone or live chat can
advise on products and answer customers' questions, helping them choose
the right product.
3.2. Direct marketing

• SMS: After obtaining customer information through customer information

collection campaigns, Lifebuoy continues to promote the product by
sending direct messages to consumers' devices.
• Digital Direct Marketing: Lifebuoy also uses digital platforms such as
Google Ads, Facebook Ads, or remarketing campaigns to target customers
who have interacted with the product before. They use data on user behavior
to send tailored advertising messages to specific audiences.

27
 REFERENCES
[1] https://www.unilever.com/
[2] https://www.unilever.com.vn/brands/personal-care/lifebuoy/
[3] https://www.scribd.com/document/524959507/Mkt-Qu%E1%BB%91c-
T%E1%BA%BF-Lifebuoy
[4] https://www.studocu.vn/vn/document/truong-dai-hoc-kinh-te-dai-hoc-da-
nang/principle-of-marketing/mkt-chuong-3-mkt-chuong-3-lifebuoy/62557714
[5] https://www.studocu.vn/vn/document/dai-hoc-kinh-te-quoc-dan/kinh-doanh-
quoc-te/tong-hop-co-cau-to-chuc-unilever/24041568
[6] https://www.youtube.com/watch?v=VsnP_6kdtDY&t=5s
[7] https://www.unilever.com.vn/news/2023/hop-tac-voi-hoi-nhi-khoa-viet-nam/
[8] https://www.unilever.com.vn/news/press-releases/2023/ky-ket-hop-tac-5-
nam-cung-bo-y-te/
[9] https://www.unilever.com/news/news-search/2022/behind-unilever-brands-
why-lifebuoys-the-worlds-no1selling-germprotection-soap/
[10] https://advertisingvietnam.com/4-chien-dich-noi-bat-tuan-qua-sting-world-
khuay-dao-thi-giac-voi-quang-cao-cgi-ra-mat-dien-mao-moi-lifebuoy-chung-tay-
ung-ho-ngay-quoc-te-chong-ki-thi-lgbt-p24500
[11] https://www.edelman.com/work/lifebuoy-diagnosticker
[12] https://www.youtube.com/watch?v=i6QjJwGOGe0
[13] https://www.youtube.com/watch?v=mTWbWy_aJFE&t=2s