3.

Marketing Strategy
• Objective and context:
The hair industry is one of the top three categories of advertising spend in Vietnam.
However, more than seven brands in this category have made the media highly
competitive. The Sunsilk shampoo is just right and synonymous with 'soft and shiny', but
the competitor's message about making the hair soft and silky dilutes the brand's
differentiation. for young women in Vietnam. Sunsilk Shampoo wants to strengthen the
loyalty of customers who already use other brands by raising their awareness of Sunsilk's
functional advantage in softening and smoothing their hair. Sunsilk needs to come up
with a credible claim to differentiate the brand in the cluttered category. The business
goal is to increase the number of loyal customers by 1% and the communication goal to
differentiate the important attribute "make hair soft and smooth" by 5%.
• Target audience:
The target audience is Vietnamese women, from 20 to 28 years old. She considers her
hair one of the most important factors in her confidence and personality. The target
audience of young stylists wants to be aware of new trends and adapt to what is currently
in style.
• Innovation strategy:
Through research, Sunsilk shows that beautiful hair helps women more confident.
Therefore, it is very difficult for women to choose the right shampoo to have beautiful
hair and more importantly, it will not harm the hair and scalp. Therefore, we have
launched a line of products extracted from natural "grapefruit essential oil" that are
extremely safe for your hair, along with grapefruit essential oil which functions to help
hair growth and recovery hair. A better way. Together with the scent of grapefruit, which
makes women's hair more attractive.
3.1. Mission
- Sunsilk grapefruit oil's mission is to bring products extracted from nature to consumers
with the criterion of protecting and growing hair "Naturnal" without harming the hair and
scalp. Sunsilk grapefruit oil is also a "Vietnameseization" product for Vietnamese
consumers
3.2. Marketing Objectives
- Bringing products to consumers widely
- Increase revenue for Sunsilk products
- Promote Sunsilk's position in the market
3.3. Financial Objectives
- Sương
3.4. Target Markets
- As one of the popular products in the consumer goods industry, shampoos have a large
market scale in Vietnam, stretching from North to South, diverse in age groups, gender
and income.
- Shampoo is an essential item for people's daily life. Therefore, the number of people
buying and using this item is quite high.
- In the period 2014-2015, the consumer goods industry in general and the shampoo
market in particular have a stable growth rate, with great potential, about 6% / year
(Industry and Trade Newspaper 2015).
3.5. Positioning
- Sunsilk grapefruit oil is the product mainly aimed at female consumers and researched
on natural products.
- Not only is a normal shampoo product, in addition to its use to help shiny hair, Sunsilk
grapefruit oil also helps restore hair growth and reduce split ends thanks to nutrients in
grapefruit essential oil.
3.6. Strategies
- Sunsilk's goal is, apart from profit from shampoo products, sunsilk also wants to
become the leading oil brand in the Vietnamese market. To do that, executives will have
to focus on a strategy of marketing the product in the marketplace:
- The manufacturer will research and launch a new, different product line on the market
(grapefruit oil sunsilk) to add many new features to the product line: foaming, side
effects, bag design. Packaging ... The above factors will help the product to be attractive
in the market.
3.7. Marketing Program
Product
- The core of the product is still shiny, strong, and not sticky.
- Add properties to prevent breakage, quickly recover hair growth
- Increased foam in shampoo
- Locate products extracted from nature: grapefruit essential oil
- Grapefruit flavor
Packaging
- Keep the design form of the product
- Improved simple packaging, bringing icons from nature
- Color: Pink, blue
- Replace paper packaging for one-time packaging -> promote environmental
awareness and hit customers' psychology
- Attach a message, a slogan (revived from nature)

Price
- Open sale at preferential prices in the first month. After the incentive, the price will be
2% higher than the line of sunsilk to product segmentation
The media.
- At retail points of sale: When buying products of Sunsilk product line, you will get 1
package of shampoo 1 time.
Reality TV show The Face Sponsor: Become the main sponsor as well as accompany the
program. Ask contestants to express special messages and uses that are repeated in the
listener's subconscious mind. Co-appear on the show's posters and advertisements to
increase the duration of the advertisement in the broadcast time slot.
- Run 1 minigame about hair care, attracting the attention of customers: Contest "Healthy
women, healthy from hair" with main ingredient is grapefruit essential oil. from there,
helping customers to know about new products more widely, with higher spread
- Hire KOLs with advantages in beauty and hair to PR products. Hair care must be taken
care of at any age and must be protected in order for them to continue to grow
confidently.
- Run ads on media channels (youtube, Facebook ...) Use #hoisinhtuthiennhien #
khoetutoc,… hagstag. Advertise on facebook, youtube, ... Use the poster in the shopping
center during the first month of product output
Distribution
- Due to its strong position in the market, sunsilk's distribution channels do not need to
change much
3.8. Marketing Research
- Sunsilk is a product under the big multinational brand Unilever which is a great
advantage
- With a long established courtesy, winning the trust of customers and many feedbacks
from customers, sunsilk has since summarized and launched many valuable product lines
that are close to customers' needs than