BỘ TÀI CHÍNH

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA MARKETING
---------  ---------

GROUP 10
LỚP HỌC PHẦN: 2021702006008

FINAL EXAM ASSIGNMENT

MANAGER MARKETING

MARKETING PLAN PROJECT FOR

SHAMPOO TRESEMMÉ

HO CHI MINH CITY, 2021

 BỘ TÀI CHÍNH
TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING
KHOA MARKETING
---------  ---------

GROUP 10
Class section: 2021702006008
FINAL EXAM ASSIGNMENT
MANAGEMENT MARKETING

MARKETING PLAN PROJECT FOR

SHAMPOO TRESEMMÉ
Leader: Bùi Ngọc Hòa
Phone: 0378470069
Email: hungbui.100901@gmail.com

INSTRUCTOR: THS. Ngô Minh Trang

HO CHI MINH CITY, 2021

PICTURE
Picture 2.1: TRESemmé-New York Fashion Week.................................................2
Picture 3.1: Positioning map based on the level of Function diversity and Price..9
Picture 3.2: Positioning map based on the level of Chemical ingredient and Price
................................................................................................................................... 10
Picture 4.1: TRESemmé Volumizing Dry Shampoo..............................................11
Picture 4.2: Distribution channels..........................................................................13
TABLEY
Table 2.1: Below are some same segment brands with their price.........................7
Table 3.1: TRESemmé Market Segment..................................................................7
Table 5.1: Marketing action progam TRESemmé Volumizing Dry Shampoo 48h
................................................................................................................................... 15
 CONTENT
Y1. Executive summary

1.1. Introduction.......................................................................................................1

2. SWOT & Macro- Environment Analysis.............................................................1

2.1. SWOT Analysis................................................................................................1

2.1.1. Strengths...............................................................................................1

2.1.1.1. Core competencies..............................................................................1

2.1.1.2. Advantages ocer competitors...............................................................2

2.1.2. Weaknesses...........................................................................................3

2.1.3. Opportunities........................................................................................3

2.1.3.1. Economic growth resulting in higher income and demand for higher
living-standard.................................................................................................3

2.1.3.2. Develop online store playform or inprove on online distributors........3

2.1.3.3. The unexplored men’s hair care..........................................................4

2.1.4. Threats..................................................................................................4

2.1.4.1. Competitors.........................................................................................4

2.1.4.2. Being affected by had reputation from linked media partners.............4

2.2. Macro Environment..........................................................................................4

2.2.1. Demographic Factors............................................................................4

2.2.2. Economic Factors.................................................................................5

2.2.2.1. Overview about Vietnam’s economy..................................................5

2.2.2.2. Demand and Supply............................................................................6

2.2.2.3. Income.................................................................................................6

3. Segmentation & positioning strategy...................................................................7

3.1. Segmentation.....................................................................................................7

3.2. Tarrgeting..........................................................................................................8
 3.3. Differentiation...................................................................................................8

3.4. Positioning........................................................................................................9

3.4.1. Attributes..............................................................................................9

3.4.2. Positioning map..................................................................................10

3.4.3. Value Proposition...............................................................................10

4. Marketing Mix Strategies...................................................................................11

4.1. Product strategy:.............................................................................................11

4.1.1. Packaging...........................................................................................11

4.1.2. Attributes:...........................................................................................12

4.1.3. Value propositions:.............................................................................12

4.1.4. Labeling:.............................................................................................12

4.2. Pricing strategies.............................................................................................12

4.3. Distribution strategy........................................................................................13

4.4. Marketing communications strategy...............................................................13

5. Action plan.........................................................................................................14

6. Conclusion.........................................................................................................16
MARKETING PLAN FOR TRESEMMÉ
1. Executive summary

The first part of the marketing plan with a SWOT assessment of TRESemmé, This
shows that the strength and opportunity of the company is superior weaknesses and threats.
Second, we are planning to introduce a new product which is TRESemmé  Volumizing
Dry Shampoo 48h.

1.1. Introduction

Inspired by a woman's confidence, TRESemmé understands that beautiful

hair gives you the confidence to elevate your position every day. TRESemmé was
founded and named after the famous design expert Edna Emme in 1947. The brand
specializes in providing high quality everyday products at home. In other words,
TRESemmé products can provide users with the same quality home cleaning
service as the original. It was originally an American appliance brand but in 2010
Unilever acquired the brand from Alberto-Culver, who had previously bought it in
1968. TRESemmé's vision was to deliver luxury. of beauty salons for women at
home. With this look, the brand aspires to empower women to design themselves, to
rise above vision and not to express themselves. TRESemmé has appeared in many
countries around the world with the desire to give every woman the opportunity to
design their hair. This has had an effect on Vietnam from the year 2014. Raising
awareness among Vietnamese, TRESemmé sponsored “Vietnam’s Next Top
Model” is an in the game show about the sample List and big all water. With
innovative hair care lines for women, TRESemmé is on a mission to make everyone
look perfect and fashionable. TRESemmé not only cares for you with smooth,
flawless hair, but also inspires you to experiment with fashionable and unique
hairstyles for yourself. The TRESemmé product line is diverse and suitable for
many different needs such as color shampoos and shampoos for dry and damaged
hair.

2. SWOT & Macro- Environment Analysis

2.1. SWOT Analysis

2.1.1. Strengths
2.1.1.1. Core competencies
The main competitiveness in the market lies in the strengths that TRESemmé
has in each factor microenvironment including marketing intermediaries
factors,public factors,and also the success of TRESemmé is contributed by the

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outstanding product features. TRESemmé has the ability to reach thetarget audience
of the brand consumers in big cities with a large number of eye-catching products in
large tosmall supermarkets and shopping malls. Also, with the support from the
giants of the media and advertisingindustry, TRESemmé gradually increases the
coverage level in the minds of consumers and has created morepotential customers.
Without mentioning the product unique product features is impossible, in tune with
the trend of returning to nature, TRESemmé product line is a special crystallization
of 8 rare essential oils fromnuts gathered from all over the world, or most recently,
it is the combination of ginger and green tea - twofamiliar ingredients in
Vietnamese culture. TRESemmé product line possesses outstanding features, helps
clean and nourish hair from deep within, bring high efficiency, beautiful hair
catwalk standard every day
2.1.1.2. Advantages ocer competitors
Despite being in a competitive market with many rivals, TRESemmé
products are constantly present in renowned fashion shows and events like as
Vietnam's Next Top Model and The FaceVietnam, which helps TRESemmé build a
foothold and position among customers as a luxury brand. TRESemmé also has
brand ambassadors who are hair care professionals, beauty salon professionals, as
well as celebrities and influencers in the beauty business, who ensure the product's
quality and how it's used to style hair.

Picture 2.1: TRESemmé-New York Fashion Week

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 Source: brandsvietnam.com
2.1.2. Weaknesses
TRESemmé should concentrate on boosting client understanding of hair care
and, as a result, brand awareness. Hair care for even light to heavy TRESemmé
users often begins with a shampoo product and finishes with a conditioner.
However, other style products such as mousse, hair gel, or hair treatment cream are
often overlooked. And this might be the reason for TRESemmé's slow growth. This
necessitates collaboration between the brand and retailers in terms of how each
product line is exhibited and sold in the market. In addition, given the success of
brand positioning through advertising campaigns, working with agencies in brand
awareness-raising for other product brands has become increasingly important.
 Reputation in the marketplace
TRESemmé's market penetration to diverse markets such as smaller cities
and suburban regions is lower than that of other brands, despite the price difference
being not too great compared to other competitors such as Dove and Pantene.
2.1.3. Opportunities
2.1.3.1. Economic growth resulting in higher income and demand for higher
living-standard
In 2020, Vietnam's real wage growth will be ranked second in the world.
Workers in Vietnam will receive a pay boost of 5.1 percent in 2020, up from 4
percent in 2019. This is a chance for TRESemmé to reach out to more prospective
customers, as more individuals will be able to purchase TRESemmé products for at-
home use, or will be able to visit hair salons more frequently to meet their need for
a higher quality of living. This has an indirect effect for TRESemmé since it may
enhance sales of TRESemmé goods due to two primary client sources: people and
hair salons.
2.1.3.2. Develop online store playform or inprove on online distributors
Distributors TRESemmé goods may be purchased online through four
primary online distributors: Lazada, Tiki, Shopee, and adayroi.com. However, the
items are most likely out of stock and cannot be purchased using the TRESemmé

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website's link. 78 percent of Vietnamese consumers aged 16 to 64 had already done
their shopping online. With COVID-19 coming to Vietnam in 2020 and social
distancing on the rise, internet retailing might be a viable alternative for
TRESemmé to stay in business and grow its sales. TRESemmé has a chance to
grow its sales by creating online stores that are more popular and preferred by
Vietnamese customers.
2.1.3.3. The unexplored men’s hair care
The men's hair care industry is a particularly promising sector for
TRESemmé to enter since the need for hair care among men grows.  Men today also
have many needs to beautify themselves, so does the demand for inexpensive male
professional hair care solutions that can address and treat men's hair problems.
TRESemmé's development of a hair care product line for males is suitable because
the company already has a market and media presence.
2.1.4. Threats
2.1.4.1. Competitors
TRESemmé's direct and indirect rivals' incomparable price ranges, who share
the same retailers: Big C, Metro, Co-op Mart,... such as Dove, Pantene, Sunsilk,
etc., pose a challenge to TRESemmé. Despite its market presence, TRESemmé must
compete with other long-standing competitors who are more familiar to Vietnamese
clients of all ages.
2.1.4.2. Being affected by had reputation from linked media partners
Despite the fact that TRESemmé benefits from media partners such as ELLE
and VNTM, TRESemmé may face criticism from these partners if one of their
reputations is tarnished. For example, if ELLE's reputation deteriorates, it may have
an impact on TRESemmé's dependability, as TRESemmé is ELLE's long-term
media partner.
2.2. Macro Environment

2.2.1. Demographic Factors

The target audience of the brand’s products are women as all of these
products are more suitable withwomen, especially in the age from 20 to 45 years

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old. They have middle to high income as the price of TRESemmé is higher
compared with other brands of Unilever like Dove, Sunsilk or Clear. The number of
Vietnamese women, according to the General Statistic Office of Vietnam in 2019 is
more than 48 million in 2019. The target audience is the working age of the country
which accounts for the largest proportion of total population . There have been
different trends witnessed in this group toward hair care in Vietnam.
Most of them would stay in two biggest cities of Vietnam which are Hanoi in
the north and Ho Chi Minh city in the south as 90 to 95 percent of the whole market
for international cosmetics products is centeredin these two areas . According to the
same survey taken by Q&Me in 2016, women in the agefrom 35 to 44 year-old have
more intention to purchase cosmetics products and they are well aware of the needto
take care of outlook. Specifically, the survey listed different age groups with the
amount of money theyspend on personal care. Women in the age from 18 to 25 year
old spend about $20 to $35 USD/item per month,while age group 25-30 spend $35
to $50 for each item with more high quality and premium care products. Aspeople
get older, this increases and women in the age from 30 to 60 spend up to $100 for
anti aging products. The beauty sector is one of fastest growing sectors in Vietnam
thanks to rising consumer demands and higher levels of disposable income as the
revenue of the personal care market grows at a rate of 8.6% from 2018 to 2020 .
In terms of hair care habits, it is found that 71% of respondents from the
survey conducted by Q&Me in2016 washed their hair less than once per day and
half of them wash hair every 3 days. People are now moreconcerned about their
outlook, especially hair care. Furthermore, both brands and Vietnamese consumers
arepaying greater attention to herbal and natural products due to increasing
awareness of health and wellbeing. This trend is also driven by more concern about
polluted water and air so consumers gradually move to more natural and herbal
products for hair care treatment for dandruff or moisturizing.

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2.2.2. Economic Factors
2.2.2.1. Overview about Vietnam’s economy
Vietnam has made a big advance on the economy from 2002 till now.
GDPrises 2.7 times , the poverty rate drops down from 70% to less than 6%,
theunemployment rate in the age of 15-24 is very low, only about 1,98% in 2019 .
Thanks to highdomestic demand and export production, Vietnam’s economy
continues to show strong foundation in 2019.Then, in 2020, the macroeconomics
and fiscal economy are stable on GDP with the growth of 3.8% in the first quarter
of the year . This report shows that the Vietnamese economy has been improving
quickly and the lives of the people are being better too.
2.2.2.2. Demand and Supply
Because of the strong growth in income, people tend to use hair care products
more and more to have good-looking hair. The revenue of hair care products
amounts to 212.6 million USD in2019 and the revenue per person amounts to 2.20
USD in 2019 . Another reported by a survey from Vinaresearch shows that the
number of females who never or rarely go to salons is much higher than the number
of females who often go to salons. Moreover, having a job means less time for
caring for hair at the salon, so customers prefer to take care of their hair with hair
care products by themselves at home
Due to the rising need for hair care products, a slew of new businesses has
sprung up to meet the demand. This may generate a lot of opportunities for hair care
products, but it also means a lot of competition between brands. Apart from
TRESemmé, some prominent hair care brands are Nexxus (USA), L'Oréal (Spain),
Pantene (Switzerland), and others.
2.2.2.3. Income
Segment:
TRESemmé is primarily targeted at clients with a middle to high income, and
with the slogan "Used by professionals" but accessible costs, TRESemmé has
earned the trust of Vietnamese customers.
Customer income:

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 As mentioned, in 2019, Vietnam citizens’ income was rising consistently,
thus customers’ desire for the items is larger even if the product has a high price.
Customers' income has decreased marginally as a result of the COVID-19 pandemic
and social alienation. Furthermore, several employees sought work elsewhere. As a
result, numerous cheap, high-quality hair care products, such as TRESemmé, have
risen to compete with other hair care companies.
Price levels:
Table 2.1: Below are some same segment brands with their price

Brands Price
TRESemmé 4.3$-10.7$
L’Oréal 3$-13$
Head and Shoulder 2.3$-16.1$
Dove 2.3$-15$
Clear 6.4$-8$
TRESemmé is selling their product a little bit cheaper than other cometitors
at the same segment. But beside the good price, TRESemmé still keeps the quality
of their products stable and makes customers satisfied with the stock. This might be
an outstanding move for the winning of TRESemmé in the hair care products race.
3. Segmentation & positioning strategy
3.1. Segmentation
Table 3.2: TRESemmé Market Segment
Segment Geographic Demographic Psychographic Behavioral
characteristics characteristics characteristics characteristics
High Big cities -Age 18-23 -Energic, -Regular users
school, -Gender: Female dynamic, -Medium
University -Income: middle modern users of the
(teenagers) and high -Care about product
hair condition
-Looking for
quality hair
care products
with
affordable
price
Younh Big cities -Age:23-40 -Busy lifestyle -Potential

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 adults, -Gender: Female -Want a good users
Adults -Income: midle hair condition -Heavy users
and high but do not of hiar care
-Office worker have time for product
the salon -Daily use
-Looking for
good hair care
products for
self care at
home
Old ladies Big cities -Age:40-50 -Very open to -First time
-Gender: Female modern life users
-Middle to upper -Have a big -Heavy users
class problem with of hair care
hair condition product
-Daily use
3.2. Tarrgeting
TRESemmé uses a segmentation marketing approach for their goods,
focusing on middle to upper-class women in major cities or metropolitan regions
who are concerned about their hair's health or who suffer from a variety of hair
issues. They offer a wide range of items to their consumers. TRESemmé also has
products for every hair type and condition, like frizzy hair, greasy hair, damaged
and dry hair, color hair, and so on. TRESemmé also creates a program called "Hair
quiz" on their own website to assist consumers in finding the right products for their
hair. With widespread distribution in supermarkets, grocery shops, pharmacy stores,
and online marketplaces like as Tiki, Lazada, and Shopee,…
3.3. Differentiation
When people think about Unilever, they usually think of the rising, increased
products that the brand has displayed on the market. TRESemmé is no exception, as
it created the modern-day top women's hair care brand. Many customers have
switched from Pantene to TRESemmé. TRESemmé has developed a unique
positioning that sets it apart from other companies. TRESemmé, for starters,
progresses from salon goods to commercialization. TRESemmé prides itself on
being a "salon style" brand. This brand offers not just hair care but also a variety of

8
style products. In addition, they are constantly updating hair styling trends and hair
care technologies in order to provide consumers with the best possible goods. These
products have been tested and shown to be suitable for a wide range of hair types.
The brand is well-versed in marketing. The main reason for this is because the
company's television advertisements featured young faces and a well-known hair
stylist. In actuality, the company is becoming more well-known as "products
designed for beauty professionals" or "things used in salons that are now for sale."
TRESemmé has risen in popularity as a result of this, despite the fact that it was
traditionally designated for professional hair stylists rather than retail sales.
TRESemmé also has a lot of useful material and a contest to get people interested in
seeding. Messages from beauty bloggers about the brand, which has thousands of
interactions and an excellent reputation.
TRESemmé employs a variety of distribution strategies, including direct
routes of distribution and intermediation. TRESemmé's distribution networks assist
the firm in providing consumers with simple and easy choices for obtaining their
items on the market.
3.4. Positioning

3.4.1. Attributes
TRESemmé's most essential selling point to customers is its high quality. As
the message given to customers mentions in most marketing pieces and the
company's purpose, the quality of the items is branded as salon quality. Aside from
that, the great quality is one of the reasons why so many prominent actresses and
models choose it. Another feature is the high price, which the brand uses to stress
that its quality warrants a premium price. TRESemmé prides itself on being natural,
with numerous advertisements citing different ingredients and oils taken from
nature that provide specific benefits for customers such as protecting, maintaining
coloured hair color, and repairing damaged hair.

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3.4.2. Positioning map

Picture 3.2: Positioning map based on the level of Function diversity and Price

Picture 3.3: Positioning map based on the level of Chemical ingredient and Price

3.4.3. Value Proposition

Gain creators and pain relievers for pain and gain are included in the value
proposition canvas for products and services. The target population leads a busy yet
stressful lifestyle. Their problem is a lack of time to care for their appearance,
therefore they need to discover a solution that not only delivers great quality but
also contains numerous functions, such as hair care in a salon. As a result,
TRESemmé products assist them in gaining healthier hair and, as a result, a better
outlook. Another advantage is that it protects hair, particularly damaged hair after
coloring. In terms of pain, customers do not have a lot of time to go to the salon to
take care of their hair, thus TRESemmé fills that need.. Although the price is higher
than other similar hair shampoo, in comparison with going to the salon every day,

10
the price of products is much cheaper. In other words, consumers could still enjoy
high quality with lower price
4. Marketing Mix Strategies
4.1. Product strategy:
TRESemmé Volumizing Dry Shampoo 48h

4.1.1. Packaging
Main package: we
will keep the
shape of the old
version. However,
it will change in
some parts.
Design spray
bottle with black
shell with orange
cap. The body of
the product is
Picture 4.4: Tresemme Volumizing Dry Shampoo
made of other solid alloys,
resistant to falling, covered with a rough film. The main reason is that black
symbolizes power but also sophistication, mystery means "whatever your
imagination, inspiration or what you do, it will create your own mystery and attract
others in that way” and vice versa, black reduces the amount of dirt when used by
the customer and it easily matches the customer's situation and clothes.
Shipping package: packed in a box of 4 identical bottles with shockproof thick
cardboard.
4.1.2. Attributes:
- A convenient shampoo product with features
- Clean hair, puff hair and get rid of stickiness quickly and instantly

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- The nutrients help the hair stay bouncy, soft, cool, natural
- Keep hair color longer by reducing shampooing.
- Keep the hairstyle for a long time for 48 hours.
- Extracted from orange and citronella essential oil.
- Scent of orange and citronella.
4.1.3. Value propositions:
- Valid for 48 hours.
- Many hair care ingredients add essential nutrients for bouncy, non-sticky hair.
- Extracted from natural essential oils.
4.1.4. Labeling:
The TRESemmé logo is placed in the middle of a white background with a
combination of orange and yellow. The thick, bouncy yellow hairline detail
represents the hair full of nutrients that is always fresh and bouncy for 48 hours. It
will then display the 121g weight function, ingredients, expiry information,
instructions, according to the new formula No Visible Residue – remove excess oil
from hair, sweat causes stickiness on scalp and feet Hair thoroughly without making
the hair white like some other products. Orange extract, use time up to 48 hours.
Product support service:
- If the product has any problem on delivery, it will be returned immediately and the
customer can get a 100% refund.
-100% genuine guarantee
-Nationwide delivery
Branding: “beautiful standard home Salon”
Slogan: “Outstanding all the time”
4.2. Pricing strategies
TRESemmé Dry Shampoo originating from USD imported into Vietnam is
introduced and sold at a wholesale price of VND 180,000 and a retail price of VND
205,000. TRESemmé is a high-end shampoo line and is aimed at urban women who
like salon-standard beautiful hair, so the price will penetrate the market and segment

12
into high- to moderate-income audiences. The price is suitable for Vietnamese
income in big cities.
Due to the current situation of Covid-19 epidemic and social isolation, customers'
incomes have decreased slightly. Therefore, the company will use many preferential
price policies, especially the price discount strategy for agents and distributors. The
discount rate is from 15% to 20% depending on the order value and agent. In
addition, there will be promotions for customers when buying products.
4.3. Distribution strategy
TRESemmé's hair care distribution strategy is to strengthen the traditional direct
and intermediary channels, strongly develop retail channels at leading supermarkets,
drugstores, and department stores nationwide, and at the same time continue to
promote continuously penetrate into distribution channels for online channels on e-
commerce websites such as Tik, Lazada, Shopee Vietnam…. Or social networking
sites. There are good preferential policies and discounts according to the products
they distribute
The main indirect distribution channels are:

Picture 4.5: Distribution channels

4.4. Marketing communications strategy

After 7 years of launching in the Vietnam market, TRESemmé has affirmed

its brand position as well as widespread awareness among consumers. Thanks to a

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smart communication strategy. updating trends has created a certain success for this
brand. On this basis, we develop a line of dry shampoos with various types of
promotion.  

One promotional method that TRESemmé uses is encouraging consumers to buy the
product. In general, dry shampoo is not popular with Vietnamese consumers
because few people know about this convenient product line. 
 Giving premiums/gifts for customers which have the mini size of this
product when they buy a product of TRESemmé. For example, buy a large 631
ml bottle of shampoo and get a small spray bottle of dry shampoo which is
enough for users to use for 2 weeks to experience.
 Offer discount codes, preferential vouchers for loyal customers or customers
who buy dry shampoo for the first time. There are promotions for customers on
special occasions like birthdays.
TRESemmé’s strength is focusing on advertising on social media and online
websites. Through posts, contests, mini games, livestream to increase interaction
with consumers. Regularly post articles, video tutorials, hair care tips on Facebook,
Instagram, Youtube,... Besides, TRESemmé will cooperate with famous beauty
bloggers like Chloe Nguyễn, Trinh Phạm, Helly Tống,... to share their experience of
using this new product. 
Continuing  to pursue the high-fashion platform. This platform helped TRESemmé
succeed as it is now and opened up many development opportunities in the future.
By being the brand sponsor for The face 2021 and Miss Universe Vietnam 2021
will this new product create popularity and trust from customers.

5. Action plan
TRESemmé’s new product promotion campaign is divided into 3 phases per quarter
with main activitives:

 The first quarter (from July to October, 2021), Tresemmé will introduce new
dry shampoo to customers by sponsoring The face 2021. In this contest, there
will be a photo shoot with shampoo dry to find the face of the brand. At the
same time, Tresemmé will has special offers, which buy 1 big size product of
Tresemmé and will get 1 mini size  dry shampoo.

o Objective: Introducing new 48h dry spray shampoo and increasing

brand awareness through The Face Vietnam contest
 The second quarter (from November to Ferbuary, 2021), Tresemmé wil
sponsor and accompany Miss Universe Vietnam 2021. The winner will be
able to use the company's products within 1 year. Combined with the year-
end sale on Black Friday.

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 o Objective: To gain market share for Tresemmé's new product line and
change consumer perception.
 The third quarter (from March to June, 2022): Implement a limited edition
buy 2 get 1 free campaign. This version will be a combination of the
champion The Face Vietnam 2021 and Miss Universe Vietnam 2021
o Objective: Attract more potential customers thanks to the prestige of
two brand representatives

TRESemmé Volumizing Dry Shampoo 48h with marketing activities throughout the
period of
period 7/2021 to 6/2022)
Table 5.3: Marketing action progam TRESemmé Volumizing Dry Shampoo
48h

Mission Action Time and details of activities  Budget

Advertisement On Show promotional videos for about 15 seconds during 500 million
television breaks in game shows, beauty shows, dramas. Usually VNĐ for
shows at 10am and 8pm every day on HTV7, HTV2, each
VTV3, HTVC Phụ nữ,... screening

On  Post new product introductions on the brand’s 500 million

Internet main Facebook, Instagram accounts. VND
 Advertise on Youtube and reputable websites
in the form of banners.

 Make a Tik Tok account. Post a video on how 300 million

to use dry shampoo and create a dance VND
challenge with this new product. 

 Cooperate with famous beauty bloggers like 800 million

Chloe Nguyễn, Trinh Phạm, Helly Tống... to VND
share their experience of using this new
product. 

Sales Special  Buy 1 big size product of TRESemmé and 400 million
Promotion offers get 1 mini size dry shampoo. (in July) VND

 Offer discount codes, preferential 500 million

vouchers for loyal customers or customers VND
who buy dry shampoo for the first time.
There are promotions for customers on
special occasions like birthdays.(whole
year)

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6. Conclusion
Summary of marketing plan to launch new products to market and develop in the
first year
Advertising shaping: find the brand's face through the face and Miss Universe
model contests in 2021. To advertise TRESemmé Dry Shampoo by famous
programs on high fashion, find out find the right model find the brand
representative whose personality matches the brand (new product) characteristics
that are glamorous and powerful, exotic and individual.
Advertising content: image of TRESemmé's dry shampoo with beautiful salon-
standard hair but no time to style for busy ladies who don't have time to take care of
their hair but have an important appointment and still look good. calendar. With a
convenient new dry shampoo product, cleans hair quickly, and nutrients always
keep hair bouncy for 48 hours.
Plan goals:
Increase brand awareness
Changing consumer perception
Increase customer's love through popular programs
Attract potential customers
Achieve target revenue
Difficulties and risks:
The communication style in the programs does not match the brand criteria
Views are not high, do not attract customers
the number of customers reached did not reach the initial set goal
Too big of a competitor
Revenues fall
Negative customer feedback khách
Remedies:
Review the product reviews if defective, the company will stand out and claim and
compensate customers for damage.
Re-segment online channels that customers are watching a lot

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Fix product error and improve more
Discounts, promotions, product incentives for customers to know and consume a
lot.

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 CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
Độc Lập – Tự Do – Hạnh Phúc

Member’s group work assessment

Group: 10

1. Time:
2. Format: online meeting
3. Members present: Full
4. Member is absent/Reason: no member is absent
5. Team leader: Bui Ngoc Hoa
6. The evaluation results are agreed and summarized as follows:
Name MSSV MĐHT(%) EVALUATE

- Content: 4.1, 4.2, 4.3, 6

1 TRẦN KIM NGÂN 1921005551 100%
- Text Format (Word)

- Content: 1, 2, 3
2 BÙI NGỌC HÒA 1921005354 100%
- Leader: assign work

- Content: 4.4, 5
3 NGÔ NGUYỄN NGỌC LINH 1921005489 100% - Check, edit, add and
shorten the content

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Sources:
TRESemmé (2019) TRESemmé dấn thân vào cuộc chơi thời trang cao cấp
brandsvietnam.com from https://www.brandsvietnam.com/19461-TRESemme-dan-
than-vao-cuoc-choi-thoi-trang-cao-cap
MBA Skool Team (2020) TRESemmé Marketing Mix (4Ps) Strategy maskool.com
from https://www.mbaskool.com/marketing-mix/products/17818-tresemme.html
Marketing Plan Banhmituoi Kinhdo studocu.com from
https://www.studocu.com/vn/document/truong-dai-hoc-bach-khoa-ha-
noi/marketing-management/essays/marketing-plan-banhmituoi-kinhdo-
doc/3464263/view
Chiến lược marketing của ) TRESemmé: Cái tên nổi bật trong “vũ trụ” Unilever
https://marketingai.admicro.vn/chien-luoc-marketing-cua-tresemme-cai-ten-noi-bat-
trong-vu-tru-unilever/

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