TÓM TẮT BÁO CÁO

Việt Nam là một nước có nền kinh tế rất năng động và thử thách. Các nhãn hàng hoạt
động ở Việt Nam phải có một chiến lược với tầm nhìn tốt trong việc đưa ra chiến lược phát
triển. Trong quá trình học tập và tìm hiểu, nhóm đã ấn tượng với chiến lược của nhãn hàng
Dove thuộc tập đoàn Unilever. Bằng việc vận dụng kiến thức đã học, chúng tôi muốn giới
thiệu một cái nhìn tổng quan về doanh nghiệp qua việc phân tích môi trường từ vi mô đến vĩ
mô cũng như điểm mạnh, điểm yếu và cơ hội, thứ thách của doanh nghiệp. Kế tiếp, nhóm sẽ
phân tích kĩ và rõ ràng các chiến lược STP và marketing-mix của nhãn hàng. Từ đó đưa ra
insight và một vài ý tưởng để nhãn hàng có thể tiếp tục duy trì và phát triển trong tương lai.

EXECUTIVE SUMMARY
Vietnam's economy is fast-paced and demanding. In order to develop a development
strategy in Vietnam, brands must have a clear vision. Our group was impressed by Dove of
Unilever's strategy after learning and learning. We would like to introduce an overview of the
business through this essay in order to analyze the environment from micro to macro as well
as the business's SWOT. Our group will examine the brand's STP and marketing-mix
strategies in the following two sections. As a result, insight and a few ideas are provided,
allowing the brand to maintain and grow in the future.
 CHAPTER 1: AN OVERVIEW OF BUSINESS AND BRAND
11.HISTORY AND DEVELOPMENT
11.1. INTRODUCING UNILEVER’S BUSINESS
Unilever is the world's leading manufacturing brand. Unilever operates mainly in the
household, food and personal care products industries. Unilever's products achieve high
annual sales of more than 1 billion dollars in the world: Knorr, Lipton, Omo, Dove,
Sunsilk, ... some other products include: Pond's, Suave, Axe, Vaseline, Snuggles.
With Unilever’s annual revenue reaching nearly 50 billion USD, this business can
confidently compare with some big companies in terms of annual revenue such as: Nestle
(about 69 billion USD), kraft foods (about 34 billion USD).
Unilever was founded in 1930 by the merger of UK-based soap maker company Lever
Brothers and the Dutch margarine maker Margarine Unie since both companies trade in
vegetable oil-related products: soap (Lever Brothers) and oil (Margarine Unie). Unilever's
vegetable oil production had declined by the 1980s, but its commercial operations in the
Netherlands and the United Kingdom had grown into large multinational corporations with
operations in international markets, particularly India, Africa, Latin America, and Southeast
Asia. Unilever has positioned itself as having both local origins and a global reach.
11.2.THE LAUNCHING OF DOVE PRODUCT LINE
Dove is an American product that was created in the 1950s after World War II to care
for war burn victims. People believe that Dove has been present in the UK for a long time,
but the truth is that Dove's bath soap only arrived in the UK in 1992. It is a brand in four
categories of Lever Faberge.
In 1957, America has created a moisturizing bath soap, the Dove brand, that has
changed all consumer stereotypes because they believe bath soap helps to clean the skin.
Because it contains natural moisturizers, this product is extremely beneficial to humans. It is,
in particular, a cleansing product, but Dove does not irritate damaged skin. Dermatologists
have confirmed that this product is gentler than other similar products.
Use advertising and image messages: “Soap made by Dove does not dry the skin
because it contains up to a quarter of the lotion content”. Therefore, Dove has received the
love and trust of consumers and has become the leading brand of the bath soap in America.
In th 4 years of the 90s (1990-1994): Dove’s bath soap has reached the world and is
presented in 55 countries around the world.
In 1995, Dove expands its product line to include shower gels, deodorants, facial
cleansers, hair care moisturizers and moisturizing lotions.
 Main product lines:
 Hand cream: there are 2 types of hand cream.
 Bath soap: Dove Gentle Exfoliating,..
 Dove shower gel
 Body care: Dove Firming body lotion
 Deodorant roll was born in 1998 including roller, spray bottle and wax.

12.ENTERPRISES IN VIETNAM
Built and operating since 1995, headquartered in Cu Chi Industrial Park- Ho Chi Minh
City, 100% foreign investment capital. Up to now, in Viet Nam market, Dove’s products
have been widely used. Women love and use it thanks to its ability to restore damaged hair.
Dove has long been a popular and trusted brand representing damaged hair care products in
Viet Nam. In addition, with that strong development, Dove has deployed a large Hair Salon
system in Ho Chi Minh city and Ha Noi. Up to now, these hair salons are maintaining,
developing and have become large and prestigious Salons.
 CHAPTER 2: ANALYSIS OF THE MARKETING ENVIRONMENT
OF THE BUSINESS
21.MACRO-ENVIRONMENT
21.1. POLITICIAL
Due to the appearance of various foreign brands in Vietnam, particularly in fast-
moving consumer products, the Vietnamese government has enacted a number of laws
and programs to encourage Vietnamese citizens to support their country by purchasing
Vietnamese goods, such as the "Vietnamese people use Vietnamese goods" program. These
laws have a significant influence on how customers choose products. As a result, global
businesses like Dove find it challenging to manage and develop their operations in Vietnam.
21.2. ECONOMIC
There have been a lot of positive developments in the Vietnamese economy recently.
For instance, for 2 consecutive years (2018 and 2019) Vietnam's GDP growth is over 7% and
in 2020 Vietnam's GDP increased by 2.91%, although this is the lowest increase in recent
decades, but in the context of the COVID-19 pandemic has complicated, the statistics agency
considers it a great success, in the group of the highest economic growth in the world. It
means that Vietnamese people's living standards are greater now than in the past, and they are
more concerned about the quality of their daily life.
In recent years, there has been a major shift in the distribution of income in Vietnam.
The percentage of upper-class and middle-class consumers are increasing. It demonstrates
that Vietnam's living standards are rising, and that people can now buy more products,
particularly shampoo, to take care of themselves.
Because of the impact of the Covid-19 outbreak, people's purchasing habits changed in
a variety of ways; they began to shop online instead of going to stores.

Pic 2.1: VietNam (Urban 4 cities)’s FMCG market at a glance

 Pic 2.2: VietNam (Rural)’s FMCG market at a glance

21.3.CULTURAL
For hundreds of years, Vietnamese women have washed their hair with soapberry. As a
result, many companies have included soapberry flavor in their shampoos in order to appeal
to Vietnamese customers. Furthermore, some people used to believe that shampoos
contained a lot of chemicals and that using chemicals on their hair was dangerous. These
elements may have an impact on their profit and market growth in Vietnam.
Life style: People tend to use eco-friendly products with natural ingredients, they also
want to have natural beauty.

Pic 2.3: Key “Đẹp tự nhiên” on Google Trends

21.4.DEMOGRAPHIC
21.4.1.Population and age structure
According to danso.org, the population of
Vietnam in 2019 was 96.462.106 people. It has risen
to 97.338.579, placing fifteenth in the world until
2020. (CIA). Furthermore, 69.3 percent of the
Vietnamese population is between the ages of 15 and
64. (CIA 2020). Vietnam appears to have a young
population as well as a sizable labor force. As a result,
Vietnam is a potential investment and trading market.

Pic 2.4: The Population of VietNam

21.4.2. Geographic shifts in population
Vietnam has recently experienced rapid urbanization. According to the General
Statistics Office of Vietnam, the average population in urban areas will increase from 36.3
percent in 2018 to 37.7 percent in 2020. (n.d.). People relocate to large cities such as Ho Chi
Minh City, Ha Noi, and Da Nang in search of better jobs and a higher standard of living.

21.4.3. Changes in the workforce

Women make up 50.52 percent of the population and 48 percent of the labor force in
Vietnam.' Women are increasingly entering the workforce and gaining higher levels of
education. As a result, they have a steady income and are more likely than in the past to look
after themselves. Because Dove's target customers are women, this is a great sign for Dove
shampoo.

21.5.TECHNOLOGICAL
Dove has three distinct hair care technologies: Fibre Active, Micro Moisture serum, and
Trichazole Actives technology. Dove also provided customers with a hair damage meter. The
strength of this meter is that it can produce results comparable to those obtained in
laboratories, and it can measure anywhere while also displaying results to customers in a
timely manner. Dove is another brand that has had success with social media platforms like
Facebook and YouTube for customer interaction. Dove also created a website in a variety of
languages to showcase their products and communicate with their customers.

21.6. NATURAL
Unilever's use of ecologically friendly package design is a key goal that impacts the
company's benefits and determines its performance in many areas. Dove shampoo packaging
for the Vietnamese market comes in two varieties: sample and plastic bottle. Both forms of
packaging are made of low density polyethylence (LDPE) plastic, which is identified by the
code 4( LDPE#4 ) on the back of the Dove shampoo container. According to Wilcox, this
type of plastic is one of the safest types of plastic for product packaging because it is easily
recyclable.
According to Unilever, animal testing will be phased out for all of their goods only if it
is absolutely necessary to protect human health and safety as well as the environment. This
procedure is governed by strict policies and is under the supervision of the government.

22.MICRO-ENVIRONMENT
22.1.SUPPLIERS
The Vietnam National Chemical Group (Vinachem) was established in 1995 by the
Prime Minister of Vietnam's Decision No 2180/TTg on the restructuring and reorganization
of the Vietnam National Chemical Corporation. In 2010, the company changed into Limited
Company and moved to Hanoi, Vietnam. Supplying raw materials to the chemical industry
was one of the group's main trade activities (Vinachem). In September of 2010, Vinachem
became a chemical supplier to Unilever. Unilever acquired Vinachem's core ingredients, but
it had to import other resources to create about $100 million each year. As a result, both firms
have chosen to work together to produce the necessary .The cooperation brought significant
benefits to Unilever.

22.2.MARKETING INTERMEDIARIES
22.2.1.Resellers – Retailers
Dove is a shampoo brand that focuses on the Vietnam market, with over 350 large
distributors and 150,000 small retailers in more than 80 countries. Dove shampoo is available
in most Vietnamese supermarkets, including Lottermart, Maximax, and Coopmart. In
addition to these large supermarkets, Dove shampoo is available at a variety of local markets,
including:

• Song Da Industry Trade Joint Stock Company: a well-known company in the

Vietnamese market. It is situated in the Vietnamese capital of Ha Noi. The firm has
specialized in products such as laundry detergent, shampoo, hair conditioner, shower
gel, bath gel, and other similar items since 1996. (Sodamart 2013).
• Sovina Company Limited is an international trade company. It was founded in 1998
with Mr Michihiro Yamakawa, the Chairman of Sunny Ocean Group's support. Dove
hair shampoo, Sunsilk hair shampoo, Coca-Cola, OMO, and more brands are available
from the firm (Sovina 2012).

22.2.2.Physical distribution firms

Unilever has primarily operated in the Vietnamese market with Lever Viso and Lever
Haso since 1995. They formed a joint venture to manufacture and sell high-quality home and
personal care products. Dove and Unilever's active distribution strategy can be seen in how
they use various modes of transportation such as motors, containers, trucks, and so on.... The
firm aims to make sure that its items can reach tiny shops in rural regions and customers all
throughout Vietnam.

22.2.3.Marketing service agencies

Despite having their own marketing department, Unilever still works with Ogilvy &
Mather Vietnam in the advertising and marketing department. Ogilvy and Mather is one
of the world's largest advertising agencies. Advertising, promotion, relationship marketing,
digital marketing, and other services are provided by these company. 

22.3. CUSTOMERS
With the advancement of media, the definition of beauty has become so limited that
“only the young, blond, and tall are beautiful.” Dove's products have taken this into
consideration, focusing on the true beauty of women, which includes not only youth and
slimness, but also women of all ages and skin colors from all over the world. As a result, in
contrast to other brand names.Therefore, unlike other brand names, Dove and its shampoo
products are targeting to women who are between 25 and 40.
22.4. COMPETITORS
22.4.1.Main competitors
Competitors like as Pantene, Sunsilk, Clear... have a significant impact on Dove goods,
such as losing segmentation, pushing more effort and budgets on advertising and promotion,
and being aware of the risk of losing a leading position in the Vietnamese shampoo market.
Pantene: is a Procter & Gamble(P&G) brand that first entered Vietnam in 1995.
Pantene and its shampoo products recognized the importance of having healthy hair and
supplied good-looking and healthy hair to all women. Anti-dandruff shampoo, Smooth
Vitality shampoo, Lightweight shampoo, Smooth shampoo, Repair and Protect shampoo, and
Anti-breakage shampoo are the six primary Pantene's products in Vietnam.
Sunsilk: In 1995, they joined the Vietnamese market. Sunsilk has become one of the
most popular brand names among Vietnamese consumers thanks to careful steps. Sunsilk also
has a 13 percent share of the female shampoo market and is in a top three hair care and hair
conditioner brand in Vietnam.

22.4.2.Minor competitors
CLEAR is a division of the Unilever corporation. CLEAR entered the Vietnamese
market gradually by step, including technical solutions to wash away dandruff and other scalp
problems, and eventually became the No. 1 shampoo in the country (Unilever Vietnam 2013).
CLEAR is used by both men and women to get rid of dandruff and prevent it from coming
back, as well as to keep their hair smooth and healthy.
 Double Rich of LG company is reasonable for various type of hairs such as damaged
hair or fine hair, thick hair. Its aim is keeping hair healthy and smooth. In Vietnam, Double
rich has five main products for hair care including Double Rich Soft & Smooth,
Double Rich Revitalizing, Double Rich Breakage Control, Double Rich Nutri & Smooth,
and Double Rich Anti-dandruff.

22.5.PUBLICS
22.5.1.General public
Following the announcement by the United States Department of Health and Human
Services that the amount of formaldehyde, also known as 1.4 dioxane, in some types of
shampoo from Johnson & Johnson or L'Oreal is too high and causes cancer in people,
Vietnamese consumers are more aware of the importance of using shampoo and prefer
shampoo from outside Vietnam market over domestic products (Bach & Nam 2009). It also
means that several large supermarkets, such as Coop mart or Maximart, will no longer
distribute shampoos until Formal Health agency decisions on product quality are issued
(Bach & Nam 2009). Customers will be less likely to use shampoo as a result of this
announcement. Dove, being one of the world's largest shampoo manufacturers, is also
negatively impacted

22.5.2.Media public
Dove is a well-known brand in the Vietnamese shampoo industry, with advertisements
in a variety of online and print publications, including Thanh Nien newspaper,
Dantri.com.vn, Vnexpress.net, and others. These articles are either about how to use Dove
shampoo effectively to achieve smooth and strong hair, or they are simply about promoting
the superiority of Dove shampoo. Dove is also popular on several social networking sites,
such as Twitter and Facebook, thanks to the rapid expansion of the Internet.

23. SWOT
STRENGTHS
- dove is having a collaboration with world
famous marketing companies like Mather
and Ogilvy
- Diversity of products, suitable for many
different needs
- There are 5 production factories located in
the North such as Hanoi, the South has
factories in Cu Chi, Bien Hoa, Thu Duc City
to produce enough products for the
Vietnamese market.
-Dove shampoo is sold in most
WEAKNESSES
-Only appeals to women, using items that
aren't particularly popular among males.
-Unilever's pricing are a little too high for
rural customers to pay, especially those on
a low income.
-Intense competition for Dove in the
(FMCG) Fast Moving Consumer Goods
market means limited growth in market
share
- Although Unilever buys the majority of
supermarkets, in addition to being distributed
to markets or even small grocery stores. Sell
online as well as offline
Dove is a popular shampoo among
Vietnamese consumers because it is a
product of Unilever -a company that
provides quality products trusted by
Vietnamese people.
OPPORTUNITIES
-Unilever initially arrived in Vietnam during
the early stages of the Vietnamese market.
After this year, the firm has provided a wide
range of items, including Dove. It quickly
established a household name in the shampoo
market, attracting a large number of female
customers in particular. The benefit of
arriving early has provided the firm with a
competitive advantage over its competitors.
-Involvement of college students and
collaboration with businesses can bring up
new possibilities.
Women in Vietnam have long black hair as
part of their heritage and culture. The new
Western hairstyle trend of short and colored
hair is becoming increasingly popular.
Furthermore, short hair may help individuals
feel more energetic and does not require a lot
of time to nurture. Because of its features,
Vietnamese ladies accept this style of
hair.The new trend makes it easier for the
company to enter the market.
-As people's living standards rise, there is a
greater need for health and aesthetic
products. It expands the company's
production possibilities.
its materials from Vinachem, it still needs
to import other materials. As a result,
transportation, tax, and other incidental
charges increase the company's costs.
THREATS
-Several years ago, Dove encountered
rumors about products containing cancer-
causing chemicals, causing damage to the
brand.
- Big competitor with Uniever is P&G in
Vietnamese market. Both companies
arrived in Vietnam in 1995 at the same
time and offer a wide range of products in
two industries: food and health care.
Unilever's sales may be impacted by P&G.
The reason for this is that both firms'
goods are extremely convenient. However,
P&G's products, which have a wide
distribution and a huge market share, will
benefit more than Unilever's.
-Dove competes with various shampoo
brands from other countries, in addition to
domestic competitors. People are more
likely to recommend the highest-quality
goods. As a result, people do not hesitate
to purchase foreign items that are highly
effective. As a result, potential and loyal
customers are lost. Unilever's production
may be reduced.
 CHAPTER 3: MARKETING STRATEGY
31.SEGMENTATION
Geographic: all women, women aged 25-40 are mainly across the provinces, but
nowadays girls aged 10-17 are also being noticed

SEGMENTATION
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32.TARGETING
32.1.TARGETING STRATEGY
Because Vietnamese women have many hair problems, to meet that, Dove has launched
many different product lines that can best suit them. Mainly with the following 3 main types:

 Dove Damage Therapy Intensive Repair Shampoo with Keratin

Repair ActiveTM formula that nourishes and repairs damaged
hair.

 Dove Nutritive Solutions with Oxyfusion@ technology makes

hair up to 95% bouncy, bringing life to thin, flat hair.

 Dove Hair Fall Rescue Shampoo with Trichazole ActivesTM for

brittle, falling hair.
 Dove is using differentiated marketing (segmented marketing) to increase sales and
market share in Vietnam by introducing 3 major types of shampoo.

32.2.TARGET MARKETS
Dove's products used to target at all women of
all ages, shapes and sizes but now the main
target market is women over the age of 18 years
old, particularly those between the ages of 25
and 40; those who are concerned about their
skin problems and belong to middle-high
income groups, willing to pay more for high-
quality products; for a variety of reason.
First of all, every woman wants to have a
natural beauty and good health; a healthy and young, active life. But sometimes their own
appearance is forgotten because they have to dedicate themselves to taking care of their
family and loved ones, or taking care of their personal career. So as they get older, they want
to regain lost value, which creates an opportunity for personal care products and hair
problems to be increasingly used.
Moreover, for women, hair is very important, as it gives them confidence and enhances
their own personal beauty. But at the age of 30, women have many hair problems such as dry,
broken, fibrous, split ends, thin and weak. With that in mind, Dove offers a variety of
shampoos for different hair problems, aiming to capture a large number of customers in the
market
In terms of spending, the national average household expenditure in 2020 is 2.89
million VND/person/month, up 13% from 2018. Expenditure on living accounts for 2.7
million VND per person per month, accounting for 93 percent of total household spending.
As a result, Vietnamese women between the ages of 25 and 40, who have purchasing
power for quality products, can now afford to purchase more Dove products than in the past,
since health is one of the top concerns of Vietnamese people. (according to a survey
conducted by Nielsen in the second quarter of 2020)

33.DIFFERENTIATION
Companies often compete with each other by offering points of difference. Unilever in
general and Dove in particular have been very skillful in choosing the difference in
images and products to capture market share.
33.1.PRODUCT DIFFERENTIATION
In the past, using shampoo was only intended to help cleaning hair and make it healthy.
However, that is not the only factor in being beautiful. So Dove has responded by offering a
variety of shampoo options such as nourishing, restorative, intensive and daily moisturizing
treatments. That makes a difference and is more satisfying with many customer needs.
Nourishing oil care
shampoo, for example, is made
of mineral oil and natural
almond. Both elements provide
essential nutrients that aid in the
smoothness, shine, and softness
of the
user's
hair.
With its
Keratin
Repair ActiveTM, Dove
Intensive Repair Shampoo
contributes to the rebuilding of hair
and the prevention of breakage. (dove.com.vn)

33.2.IMAGE DIFFERENTATION
"What the public thinks of your company is critical to its success."(Katie Schmidt, the
founder and lead designer of Passion Lilie), "By projecting a positive image that you believe
in, you can establish your company as socially conscious." The more a company thinks about
the environment, natural resources, and the community, the more likely customers to have
faith in the company.
“For over 30 years, we've been using a variety of non-animal alternatives to test the
safety of our ingredients and products” (dove.com.vn). Dove has a policy that prohibits any
kinds of animal testing on their products. Their products are PETA approved, which leave a
positive brand image in the minds of customers.

34.POSITIONING
34.1.POSITIONING MAPS
Dove products have a high price and relatively good quality. Meanwhile, Tresemme is a good
quality product with a high price. Although there are many other Dove shampoos that are
reasonably priced, in order to capture the older customer market, Dove needs to improve the
quality better. Other competitors such as Sunsilk, Clear should also be noticed because their
prices are lower than Dove (about 20,000 VND for 340g) but also satisfy the needs of
consumers. In the future, maybe they will develop more hair care shampoos to win
customers.

This is a positioning map of brand

awareness and frequency of using
shampoos. Although, Dove is a
brand with high awareness (89.7%)
but only a small number of
customers (about 12.8%) choose
Dove to use as the main and regular
shampoo. Meanwhile, brands such
as Sunsilk, Tresemme, and Clear
are consumed more despite lower
awareness. Therefore, Dove needs
to carefully examine the reason to
fix it.

Pic 3.2: Positing map with often used and awareness

=> In general, Dove

products are good quality products and are well known by many consumers. To capture the
shampoo market share, they need to solve the problem of low prices and low consumption.

34.2.VALUE PROPOSITION
It can be said that Dove's “More and More” is a rather special strategy that helps them
attract many customers with hair concerns and compete with Sunsilk, Clear. The price of
Sunsilk and CLEAR shampoo is approximately VND 60,000 per 340 grams. On the other
hand, On the other hand, with 84,000, Dove brings products with more benefits and many
attractive designs.
 Pic 3.3: More and more strategy

Positioning statement
For over a decade, Dove has been working to
make beautiful a source of confidence instead of
anxiety. Their goal is to help girls and women raise
their self-esteem through a positive relationship with
their looks. In 2017, in honor of Dove's 60th
anniversary, they reaffirmed their commitment to
women worldwide by launching the Dove Real
Beauty Pledge, which consists of three vows:

 “Always feature women, never models.

 Portray women as they are in real life, do not digitally distort images.
 Help 40 million young people build self-esteem and positive body confidence.”

CHAPTER 4: MARKETING MIX

41.PRODUCT
41.1.DOVE’S PRODUCT 
41.1.1.Level of Dove’s product
 Core product: Dove is specialized for women's hair care. The aim of Dove’s shampoo
product is to clean hairs, to solve hair’s problems such as hair fall, frizzy hair, dry
hair, damaged hair or dandruff.
 Actual product:
+ Dove’s brand: A famous brand for personal health care of Unilever. Dove’s Beauty
Bar is known as the #1 Dermatologist.
+ Dove’s logo is easily recognized relying on the peace pigeon.
+ Dove product’s feature: Protect hair’s color, keep it shiny and smooth
 Hair Care Product: Dove Intensive Repair Shampoo, Dove Oxygen Moisture
Conditioner..
 Augmented product: Dove provides online services such as: purchasing, shipping  and
customer caring.
 Pic 4.1: Three levels of product

41.1.2.Product classification
This is convenience product. Dove’s products can easily be found in all convenience
stores, supermarkets or markets with good prices thanks to Unilever’s supply chains.
41.2. PRODUCT STRATEGY
41.2.1.Product mix
According to Dove VN website, there are 3 main hair product lines:
 Dove Intensive Repair Series (included shampoo and conditioner) for damaged hair
 Dove Oxygen Moisture Series (included shampoo and conditioner) for moisturizing
hair 
 Dove Nourishing Secret Series (included 3 types of shampoo and 4 types of
conditioner) for solving any hair’s problem
41.2.2.Brand
Brand name: Dove.
Brand symbol: 
 Logo :  Dove with the peace pigeon
 Slogan : Real Beauty 
 Customer target : Female from 16 to 40 who valued natural, healthy beauty
products.
 Dove provides solutions for their hair problem.
Brand equity: Dove is one of the most famous brands in Viet Nam. We can find Dove
images from anywhere. In Viet Nam, people have become familiar
with Dove for a long time.
 Pic 4.2: Logo of Dove

41.2.3.Design
Dove's product design is extremely simple and practical. Furthermore, Dove's products
include the Unilever logo to give customers confidence in the product because Unilever is a
large corporation with a long history of quality. The product's name is also simple and easy to
remember, creating a sense of familiarity. Accompanied by a unique peace pigeon logo that is
unmistakable to any brand.
41.2.4.Packaging
Dove creates bottle casings in a range of sizes, from large to small, to meet the needs of
each customer. Each product is also designed with youthful and eye-catching colors,
attracting a large number of customers, particularly young customers. Specifically, product
information, production date, manufacturing location, and information about safety
techniques are printed on the packaging.
41.2.5.Product Support Services
Dove is currently implementing a "new beauty principle" that affects brand
communication with female customers. This principle is aimed at ordinary women,
broadening the concept of beauty to include women of various physiques and skin tones.
Dove demonstrates to female customers that it is a brand that truly understands and cares
about them.. The process included
 Checking the health of the customer’s hair
 Advising customers on the right hairstyle 
42.PRICE
42.1. Internal and External factors
42.1.1.Internal factors
One of the company's objectives is to
increase market share by retaining the
strength of Dove products in order to
maintain a good position and image in the
hearts of consumers. Dove wants to help
women enhance their inner and outer
beauty by using their products . To that end, Dove is focusing more on creating compelling
advertisements. Dove has used real women in their advertisements for over 40 years without
using technology to manipulate their models. As a result, its advertisements are very honest,
and consumers are more likely to trust it because they believe they are similar to the models
in the advertisement. Dove launched a successful 'Real Beauty' marketing campaign that
drew a lot of positive feedback from customers.
Furthermore, Dove has implemented a variety of promotional strategies, including the
distribution of coupons, quantity discounts, trade-in allowances, sample testing services, and
the sponsorship of numerous social activities (Caia 2012). Furthermore, in order to increase
market share, Dove offers a
diverse range of products that
caters to consumers' various
needs and desires. Another goal
for Dove is to try to outperform
competitors by improving the
quality of their products in the
future to meet the needs of
upper-class consumers.

Recognizing that the majority of people in rural areas have low incomes, Unilever Vietnam
has devised a pricing strategy to provide consumers with competitive prices. Instead of
importing raw materials, Unilever has collaborated with many local small and medium-sized
businesses to obtain them immediately. It is extremely profitable because the company can
reduce product costs while avoiding high taxes. Furthermore, to reduce transportation and
storage costs, the company has distributed production and packaging across the country in the
northern, central, and southern regions (Caia 2012).
Dove is currently in a growth phase, so it needs to improve product quality, pay closer
attention to product packaging, and invest in more appealing advertising campaigns.

42.1.2.External factors
42.1.2.1.Types of market
Dove shampoos are sold in a monopolistic competition market in which numerous
manufacturers produce products with various features, designs, or styles. The shampoo
market in Vietnam is quite diverse, with countless brands from various companies such as
Unilever's Clear and Dove, P&G's, Pantene and Head & Shoulder, Wipro Unza's Enchanteur,
and so on. However, because each company's products differ, they are more active in pricing
decisions. The company has the ability to set a higher price based on the value of the product
in order to maximize profit without fear of losing all customers. However, in order to offer an
appropriate price for its products, the company must also pay attention to the prices of its
competitors.

42.1.2.2.The demand
The company must consider about the
relationship between the price charged and the
resulting demand level. In general, demand and
price are inversely related- that is, the higher the
price, the lower the demand. Consumers with
limited budgets probably will buy less of
something if its price is too high. If a decrease in
price can lead to an increase in demand, this indicates that there is demand elasticity. If
demand is elastic, sellers will consider lowering their prices, a lower price will produce more
total revenue. More than ever, companies need to understand the price sensitivity of their
customers and the trade-offs people are willing to make between price and products
characteristics

42.1.2.3.Psychological factors of customers

Customers' willingness to pay is frequently influenced by psychological factors.  When
customers are unfamiliar with the products, brands, or prices of competitors, they are more
likely to be skeptical of the product's price. They won't be able to accept the price if they can't
find a reason to satisfy their desire. Many customers acknowledge that there is a strong
relationship between price and product quality. They believe that a high price equates to a
high quality. Furthermore, consumers frequently compare the prices of competing products
(Allbusiness 2013).
Dove's price in the Vietnamese shampoo market is slightly higher than that of other
shampoos. Dove shampoo, on the other hand, makes a good impression on customers as a
high-quality product through a useful advertising campaign, luxurious and elegant design,
and demonstration of its excellent ability to care for damaged hair. As a result, customers can
be satisfied with the price of Dove shampoos.

42.1.3.Competitors
The prices of competitors have a
significant impact on a company's pricing
decisions. Since customers can compare
the prices of competing products before
purchasing a product, the company must offer competitive prices to meet customer demands
and maintain its competitive position.
The strengths of Unilever's Dove shampoo are the same as those of P&G's Pantene. Both
brands are aimed at the middle class, are used for damaged hair, and have received numerous
positive customer reviews. Both products are of the same quality. As a result, Dove is unable
to outprice Pantene without losing customers. Instead, Dove shampoo is priced similarly to
Pantene, with both Dove and Pantene shampoos costing 84 000 VND and 75 000 VND
respectively.

42.2.VALUE-PRICING
42.2.1.Customer perception of value
Dove has focused on pricing products based on customer perceptions of their products
rather than just the seller's price. This value-based pricing allows businesses to easily
consider what prices are appropriate to meet the needs of customers while also bringing in
profits. Dove was also able to increase market share and customer loyalty when purchasing
products.

42.2.2.Base on competition
The shampoo market in Vietnam is currently expanding at an increasing rate because
people have a greater sense of self-care and their incomes have increased. Dove's competitors
include Pantene, Clear, Sunsilk, and Double Rich. A price list for their products in the
Vietnamese market is shown in the chart below.
According to the chart, Dove is the second-most expensive shampoo, while Pantene is
the most expensive. This means that, while Dove offers the same quality as Pantene, they
offer a lower price to consumers. This means that, despite the fact that Dove and Pantene
have fairly similar quality, Dove has offered a more competitive price to the consumer.
However, the remaining competitors are Sunsilk, Clear, and Double Rich, all of which have
lower prices than Dove. This poses a challenge for Dove, forcing them to demonstrate that
the value of the product is high and worthy of the high price.

Picture 5
3\4
 Pic 4.3: The price of some shampoo brands in VietNam

42.3.PRICING STRATEGY
42.3.1.New-product pricing strategies market -skimming pricing
Dove frequently offers a high price when launching new products in order to maximize
profits when demand for the product is high; however, after a while, Dove lowers the product
price in order to attract more customers. price-sensitive products while maintaining a
competitive advantage over counterfeit products that have recently appeared on the market.
Penetration pricing
Dove has entered the market by introducing new product lines to the Vietnamese
market. by offering a price low enough for the majority of customers to support the product
and for Dove to gain a high share of the market. Moreover, the more the goods sold, the
lower the price of the product can be. This pricing strategy has helped Dove have their place
in the Vietnamese market and can eligible to compete with rivals.

42.3.2.Contribution
Dove has offered many different prices, sizes, and types of shampoo, using product line
pricing to focus on specific customer groups. This means that Dove products are suitable for
different hair conditions.
~160.000 VND (750ml) for Dove Damage Therapy Intensive Repair Shampoo
~ 155.000 VND for Nutritive Therapy Nourishing Oil Care Shampoo
~90.000 VND for Dove Hair Fall Rescue Shampoo
~100.000VND for Dove Straight and Silky shampoo

Pic 4.4: Dove products which have reasonable prices

42.4.CHANGE PRICE
42.4.1. Buyer Reactions to Price Changes
Dove's price is determined by other factors, including the line of hair care products, and
it competes with competitors. Consumers will pay a reasonable price to use the product, but
the percentage they will buy back when the price of the product rises is very small. Because
there are numerous other excellent product lines on the market.
42.4.2.Responding to Price Changes
Recognizing that low-income Vietnamese consumers living in rural areas continue to
account for a sizable proportion of the population, Unilever Vietnam implements a savings
policy to optimize import costs in order to lower product costs to match their ability to
consume. Unilever has also instituted a financial assistance policy to assist local businesses in
upgrading production equipment, transferring technology, and organizing production training
programs.
43.PLACE
43.1.SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK
43.1.1.Distribution
Since Dove is a subsidiary of Unilever, the issue of product distribution will be handled by
Unilever.
Factory: Unilever Vietnam has 5 factories: Khu công nghiệp Bien Hoa, Củ Chi, Thu Duc, Ha
Noi
-> Directly at the factory, products are manufactured, packaged, and stocked. Furthermore,
in order to save and utilize human resources, it collaborates with many domestic factories in
production and processing activities, supplying production materials and product packaging.

-> The number of products is sufficient to supply the country's 63 provinces and cities.
Unilever has a nationwide distribution network in 63 provinces and cities, particularly in
major cities like Hanoi, Ho Chi Minh City, Da Nang, Hai Phong, and Quang Ninh. Each
province can have up to 10 retailers. a wide distribution Other provinces may have a couple
of large distributors.
43.1.2.Flow in marketing chanel
- Product flow: Dove's products are distributed to consumers via middlemen.
- Negotiation flow: Dove’s products are exchanged through buying and selling activities
among manufacturers, distributors and consumers
- Ownership flow: Each time, Dove's products are licensed through an intermediary
distributor. The product will be discounted, and discounted through many owners, but still
ensure a stable price to consumers.
- Information flow: Product is exchanged among parties.
- Promotion flow: The manufacturer supports the product in communication in order to
strongly promote it to consumers.
43.1.3.Channel of distribution
Unilever has more than 150 major distributors in 63 provinces and cities, as well as
300,000 other retailers. Combining multiple distribution channels, such as large distributors,
retailers, convenience stores, department stores, supermarkets, and so on.
43.1.4.Support and build distribution channels in many areas
43.1.4.1. Manufacturing
According to Gartner, Unilever has a high ranking in the FMCG supply chain because
they take control of factories and invest in increasing productivity while also focusing on
building and protecting the environment.
43.1.4.2. Logistics
Unilever is improving and upgrading its distribution operations, utilizing a diverse
network of distribution channels. Dove products will be available through joint shipping with
a variety of consumer brands. another application.
43.1.4.3. Marketing
Unilever employs a number of platforms to reach customers through a well-covered
medium. Digital marketing is one of the most effective and important ways to influence
purchasing habits at all stages of the decision-making process, across all channels. 
43.1.4.4.Sales
Unilever cooperates with many distributors and resellers to capture a large share of the
consumer goods market, ensuring that Unilever's brand is available and appropriately
displayed, in all channels from supermarkets to e-commerce, large and small retailers.
43.1.5.VMS-Vertical Marketing System
Unilever is a well-known and leading brand in Vietnam's FMCG industry. Every day,
approximately 30 million people use and gain access to Unilever products (according to
Unilever Vietnam). As a result, the managed marketing system is the most effective system
Dove can use to manage distribution. Dove wants its products to be visible to customers at
eye level, at the cashier counter, or anywhere in the store.
43.1.6.HMS-Horizontal Marketing System
Instead of developing its own system, Unilever pools the resources of many companies
at the same hierarchical level to reduce distribution costs and provide consumers with more
product options. , Dove works with many other companies and businesses to ensure that the
parties' interests are not jeopardized.
43.1.7.Other distribution channel system
HMS has brought Dove shampoos to the widest possible audience. Dove always
understands and works with distributors to bring the best products to a wide range of
customer segments. Dove is active in communication and advertising activities in urban
areas, bringing its products to large and small stores, supermarkets, and care stores. In rural
areas, Unilever's sales force and other small grocery stores deliver their products to every
location, large and small, in various villages and communes.
However, it is also a disadvantage because the problem of controlling stores with large
quantities will present many difficulties in terms of price stabilization and ensuring timely
quantities.

43.2.CHANEL DESIGN DECISION

43.2.1.Set a channel goal
The goal is to alter or change people's social perceptions, particularly those of women.
Dove wants its product lines to have a positive impact on people, both physically and
emotionally, so that users have a positive perception of themselves and society.

43.2.2.Analyze consumer needs

They choose Dove due to the need to prevent hair loss, care, and damage recovery in
order to make hair smooth, soft, strong, and dandruff-free. The vast majority of Vietnamese
are middle-class. Women aged 15 to 45, in particular, who use Dove frequently.
Students with middle and low incomes will look for novel products between the ages of
15 and 20. Dove is an appropriate choice for weather and climate. Colors and scents are
present in these products.
Users between the ages of 20 and 40 are students, employees with average-to-good
incomes, and they prefer shampoo products that treat tangles, restore hair damage, and have a
mild fragrance.
People aged 40 to 45, usually employees with a good income or more, will use high-
quality, reputable, and expensive products.

43.3.ADVANTAGES AND DISADVANTAGES OF DISTRIBUTION

CHANNELS
43.3.1.Advantages
Having a strong financial background because it is 100% foreign investment.
There are large human resources and effective policies to attract talents. They have a
good remuneration policy and a good team to train workers into qualified people with goof
efficiency.
Focus on investment and technological innovation development.
Standing at the top of the industry in terms of products built and supported by quality
brands.
Having a high quality marketing strategy policy.
 Have a wide distribution network.

43.3.2.Disadvantages
Because it is a company with foreign investment owned by foreign investors, it also has
an effect on customers' perceptions of the suitability of products when compared to
Vietnamese people.
Due to high costs, some technologies have yet to be implemented in Vietnam. Others
must be imported from abroad, which adds to the cost.
Marketing is still lacking, resulting in a failure to successfully implement a message to
users about the strengths of the company's products.
Product costs are still quite high in comparison to some developed countries.
Inadequacies in style and working environment because foreigners play a key role,
resulting in conflicts at times.

43.3.3.Solution to solve
- They should implement policies to lower prices and promotions to attract customers to
their side.
- Products need to be constantly renewed and replaced to meet the increasingly diverse
needs of products and the potential needs of customers to attract them their side.
- There is a quick and attentive customer service department.

43.4.MATERIAL DISTRIBUTION
43.4.1.The goal of physical distribution:
Customers should be introduced to your product. Encourage customers to use the
company's products and services.
Unilever has different distribution policies depending on the region and market
situation so that businesses can maximize their capacity and bring high profits through
market expansion, revenue growth, and favorable conditions for the company.

43.4.2.The nature of the distribution of matter

Unilever manages the supply networks, the value-added flow from producer to
consumer owned by the transport stream.

43.4.3.Distribution decisions
Order processing decision:
 Order delivery: businesses or intermediary distribution channels will come to
Unilever to discuss the issue of ordering Dove products.
  Accept payment: Businesses or intermediary distribution channels pay the full
amount of the product or the percentage of the deposit in advance after receiving
the remaining payment.
 Prepare goods: Unilever’s factory will prepare enough Dove products to deliver
to business partners.
 Transportation: Businesses or intermediary distribution channels will go to
Unilever’s factory warehouse to transport goods.
 Marking bill of lading and delivery.
Decide on the warehouse to store goods: Unilever has a factory name Unilever
shampoo factory located in Thu Duc, HCM city and a factory in Cu Chi Industrial Park. Both
factories operate with high productivity to supply Dove shampoo products to serve the needs
of 3 regions Norths, Central and South.
Deciding on the amount of stock in the warehouse: Quantity of products available at
warehouse or at points of sale in bulk.
Deciding on the transport of goods:
 Transport shipment size: the larger the product shipment, the lower the cost per
tonnage per unit distance.
 Length of transport distance: the longer the distance, the lower the transportation
cost per unit of transport product.
 Type of means of transport: road, air… Each different type of means of transport
determines different freight rates.
43.5.RETAIL FORMS
Department stores/ shopping malls: Bach hoa xanh, AEON, Vincom…
Supermarkets: Big C, Vin mart, Coop mart…
Retail stores: grocery store,…
Direct retailing: at home, mobile sales in crowded places…
Retail via telecommunications and postal networks: Shopee, Lazada, sendo, facebook,
Email ,...
44.PROMOTION
44.1.COMMUNICATION MODEL

Pic 4.5: Elements in the Communicaion Process

*Dove’s “Real Beauty” communication model:

Dove's Real Beauty campaign adds significant brand value by assisting Dove in gaining
the trust of customers, particularly women. It also provides Dove with a large number of
potential customers, which results in significant profits for the company.  
44.2. ADVERTISING (DOVE’S 5MS)
44.2.1. Mission
Broadening the narrow definition of beauty to make more women feel beautiful
everyday and inspiring them to take care of themselves.
44.2.2. Money
Dove spends money on the most effective tool, which is social media.
44.2.3. Message
The Real Beauty Campaign is a reminder to women that their beauty is derived from
their own personalities and power, not from a tube, an airbrush, or a cream.
Women frequently have a negative perception of their own beauty and constantly
underestimate themselves. Dove recognizes this and has launched the "Real Beauty"
campaign on a global scale to promote women's self-esteem. The campaign has reached
hundreds of millions of women around the world thanks to the video "Real Beauty Sketches,"
which has become the most popular video of all time. The video clip depicts several young
women drawing their own faces so that an artist (sitting behind a curtain) can sketch portraits
of them. A third person will then draw their faces for the artist to sketch into another portrait.
The experiment revealed a significant difference between the two drawings, which were
depicted better by a third person than the self-described portrait.

Pic 4.6: The “Real Beauty” caimpagn of Dove

 This is a social experiment based on psychological understanding, that the woman
herself tends to make negative comments about her appearance more than outsiders; this
mentality puts pressure on them to lose confidence in their appearance.
Pic 4.7: “Dove Real Beauty Sketches”
The experiment created strong empathy with the public, especially women. Dove's Real
Beauty campaign contributes to affirming women: “You are more beautiful than you think”,
especially when they are confident in themselves. 

Continue in 2021:
The Real Beauty campaign is a continuing of the "Reverse Selfie" video, but this time
with a completely different target audience. Before beginning implementation, the brand
gathered information from a survey of young people. In fact, up to 67 percent of 10 to 17-
year-olds want to improve or conceal their flaws before posting photos online. Furthermore,
59% of other girls said they are self-conscious about their bodies and will edit each photo to
look slimmer. And 37% of survey respondents confirmed that they cannot live without photo
editing tools in order to become more beautiful.
 Pic 4.8: Short film “ Reverse Selfie”

With the desire and inspiration, the Real beauty campaign created the story of a young
girl who uses photoshop technology on her phone to create a portrait of herself with a
flawless beauty with makeup, standard facial contours before posting on social networks.
Although the video is about a new audience and only lasts a minute, it reminds viewers of the
brand's journey over the years to spread the "beauty comes from confidence" message. The
project honoring beauty has directed society to pay attention to the mentality of the young
generation, particularly teenagers - the subject of the most inner changes.
 After eliciting sympathy and attention from society, the campaign also published 32
pages of a book about why young people are increasingly using social media and how to
easily help adults. redirect children's attention away from these negative influences.

44.2.4. Media
Use Social Media as the major platform
Public Relations and Event to fuel the social debate
Viral video “Real Beauty Sketches”
44.2.5. Measuring the success
Analyzing the website visits by using Google Analytics
Many likes and shares on Facebook, Instagram and Youtube
TV talk shows and TVC
Debating on Online Forums
The video “ Real Beauty Sketches” reached 114 million views, 3.74 million shares after
1 month of launch.
44.3. DISCOUNT PROMOTION
Customers who register for a guest account on Dove's website will receive a 20-40% off
Dove coupon. Customers also receive a variety of reward gifts when they shop on Dove-
affiliated online shopping sites.
Dove also launches promotions on women's holidays such as International Women's
Day and Vietnamese Women's Day.
Customers will receive a full refund with a coupon for the next purchase if there are any
issues with their purchase, such as incorrect delivery, faulty or expired products.
44.4. PUBLIC RELATIONS
Dove made a series of press announcements in 2019 as they prepared to launch Dove
“Beauty Rituals From Nature”, announcing the launch event on June 14 with the appearance
of special guests. Dove has never failed to pull off successful events when launching new
products.

Pic 4.9: “Beauty Rituals From Nature”,

44.5. PERSONAL SELLING

Dove is constantly innovating in its approach to customers to bring them the most novel
experience. During the “Bồng bềnh tóc mây” campaign, Dove showed a breakthrough in
personal touting style when the campaign was a combination of art and technology. They
designed 3 super booth activations, 2 in Ho Chi Minh City and 1 in Ha Noi Capital, which
were designed in a circular cylinder with the top of its head a giant cloud made up of more
than 3000 light bulbs. When shopping in the malls, buyers can’t help but marvel at its
grandeur. Not only on the form side, customers when participating in activities will
experience the feeling of flying to the clouds. Through leveling, customers will go to higher
clouds; music, scent and wind technology is the secret to this experience. This campaign
helps Dove to reach more customers, help them bring new product images to customers and
find more information about potential customers.
44.6. DIRECT MARKETING
Dove knows how to use direct marketing to its advantage. Maintain a close relationship
with potential customers who have the ability to increase the value of the Dove brand through
gifting forms such as birthday gifts or holidays, and giving customers pre-use products.
Customers will feel special and will trust Dove as a result of this. For those KOLs and Dove
distributors who frequently request collaboration, send them emails of recommendation about
their products and businesses.

Pic 4.10: “Bồng bềnh tóc mây”

 CHAPTER 5: MARKETING STRATEGY
51.INSIGHT:
51.1. ANALYTICS INSIGHT
 Truth: When people change their appearance, they are always unsure about how they
appear. They always wonder: "I'm not sure what I'm going to do with that hairstyle?",
“I'm not sure what it will look like if I cut it shorter.” “I'm not sure if dying red is
suitable for my hair?”...
 Tension: They are constantly afraid of changing. “Would it be bad if I made it?”
 Motivation: Always wanting to be beautiful yourself, always looking for something
new, making a breakthrough, and changing people's perceptions of you.
 Message:
o Do you fear changing yourself?
o You don't know what you'd look like if you changed your appearance?
o But you always want to try, to find the beauty that you believe is best for you.
o Then everyone will notice it. Allow yourself a chance.
o With Dove, go beyond your own limits, find yourself.

51.2.INSIGHT:
When you're always looking for a chance to be noticed, or simply want to rediscover
yourself. Then you're afraid because you can't do it yourself; afraid of all challenges; afraid of
failure; afraid of looking bad in the eyes of others; afraid that your hair isn't suitable for you;
afraid of wasting a lot of time changing the new one and then having to go back to the old
one. But have you considered this: What if the new one is truly lovely? What if the new
hairstyle is perfect for you? Will you keep the old one if the new one improves your image
and clearly demonstrates your personality? Simply take action. Instead of sitting there
pondering and hesitating, doubting something, then go out and find out the truth. You can go
back to the old style if it doesn't fit. It doesn't matter; at the very least, you tried. Be assured
that Dove will accompany you on your quest to discover yourself, the beauty you've always
desired.

52.IDEA
52.1.KEY MESSAGE
“Vượt qua giới hạn bản thân để tìm lại chính mình” -Using Vietnamese to convey the
best meaning
52.2.SUMMARY OF THE IMPLEMENTATION PROCESS
52.2.1.Phase 1: Create a trend to change yourself
Budget: 5 billion VND
Goal: Raise awareness of 100,000 new users.
 Using social media platforms: Facebook, Tiktok, Instagram
Method:
Take pictures of yourself with different hairstyles that you think are attractive.
Hastag #dovevuotquagioihan
Prizes will be given to those who are creative and have a distinct personality.

52.2.2.Phase 2: With Dove. Find authentic hair.

Budget: 5 billion VND
Goal: increase purchase by 50,000 users
Use communication in conjunction with distribution systems, agents and hair
care retailers,.
Method:
Dove will go out and find the most popular hairstyles, or you may come up with new
ones yourself.
Print your own hair style on Dove product bottles.
Distributing products to hair care salons and hairdressing shops in Vietnam.

Pic 5.1: Dove product bottles which have many different hairstyles