THE FINANCIAL

UNIVERSITY OF FINANCE - MARKETING

Class: CLC_20DMA06

TOPIC

MARKETING PLAN FOR P/S TOOTHPASTE WITH ARECE

AND MINT ESSENCE

Major: MARKETING

Specialized: MARKETING MANAGEMENT

Ho Chi Minh City, 2021.

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 THE FINANCIAL
UNIVERSITY OF FINANCE - MARKETING

TOPIC

MARKETING PLAN FOR P/S TOOTHPASTE WITH ARECE

AND MINT ESSENCE

Instructors: Ngô Minh Trang

Students implementation:

1. Trần Hồng Thy - 2021008564

2. Bùi Như Quỳnh – 2021008533

3. Nguyễn Đình Nghĩa - 2021008492

Ho Chi Minh City, 2021.

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 TEACHER’S COMMENTS

Student implementation:
1. Trần Hồng Thy - 2021008564
2. Bùi Như Quỳnh - 2021008533
3. Nguyễn Đình Nghĩa - 2021008492

Score in number Teacher’s signature

Major: MARKETING

Ngô Minh Trang

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 EXECUTIVE SUMMARY

P/S is preparing to launch a product with areca and mint essence toothpaste.
We can effectively compete with many other famous brands of toothpaste because
our products have a unique combination of areca and mint essences. We are
targeting specific segments of the consumer market aged 12 and older. Nowadays,
concern about oral health is increasing, so we launched a toothpaste with superior
quality yet an affordable price with benefits in use. Marketing target for the first
year with sales of 800,000 tubes. The main financial goals are to achieve sales
revenue in the first year of 3,120,000,000 VND, accept a loss in the first year, and
break even in the second year.

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 TABLE OF CONTENTS

TEACHER’S COMMENTS...............................................................................1
EXECUTIVE SUMMARY .......................................................................................2
A. SITUATION ANALYSIS ..................................................................................4
1. MARKET SUMMARY ..................................................................................4
2. UNILEVER COMPANY OVERVIEW .........................................................5
3. SWOT .............................................................................................................6
3.1 Strengths ...................................................................................................6
3.2 Weaknesses ..............................................................................................6
3.3 Opportunities ............................................................................................6
3.4 Threat analysis ..........................................................................................7
4. COMPETITOR ...............................................................................................7
5. STP ..................................................................................................................8
5.1 Segmentation ............................................................................................8
5.2 Targeting ..................................................................................................8
5.3 Positioning ................................................................................................9
B. MARKETING STRATEGY ..............................................................................9
1. GOALS WANT TO ACHIEVE......................................................................9
2. MARKETING STRATEGY .........................................................................10
2.1 Product .......................................................................................................10
2.2 Price ........................................................................................................11
2.3 Place .......................................................................................................11
2.4 Promotion ...............................................................................................11
C. FINANCIAL PROJECTIONS .........................................................................12
D. IMPLEMENTATION CONTROLS ................................................................14
REFERENCES ........................................................................................................17
PLAGIARISM REPORT ........................................................................................18

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 A. SITUATION ANALYSIS
1. MARKET SUMMARY
Worldwide, the toothpaste market share of Colgate palmolive (Colgate)
accounts for 45%, while Unilever accounts for only 9%, P&G accounts for 15%,...

Figure 1: Toothpaste market share in the world

In the Vietnam market, Colgate and Unilever are the two leading companies,
accounting for nearly 90% market share of the whole toothpaste industry. But there
is a complete opposite compared to the worldwide market share, in Vietnam
Unilever holds 65% market share, far ahead of Colgate with 25% market share and
P&G with Crest brand completely lost in the whipped cream market. And it can be
said that the toothpaste market in Vietnam is completely in the hands of Unilever
and Colgate, so hundreds of domestic and foreign toothpaste brands have to work
very hard to share a meager 10% market share.

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 Figure 2: Toothpaste market share in Vietnam
Although they entered the Vietnamese toothpaste market together at the same
time, with their miscalculations and strategies, it seemed that Colgate had to give
up almost all of its market share to Unilever. With the position of a giant in the
toothpaste market in Vietnam, Unilever often launches P/S toothpaste products
with new flavors to meet the needs of all consumers. In this trend, we plan to
launch P/S toothpaste with areca and mint essence. In order to bring a new taste to
consumers, today with the trend of consuming products of natural origin, we
believe that P/S products with areca and mint essences will be welcomed by
consumers positively and develop strongly in the future. We direct our products
P/S areca essence to customers who have preferences and needs to use products of
natural origin.
2. UNILEVER COMPANY OVERVIEW
Unilever is a British and Dutch multinational company. The company
specializes in the distribution and production of personal care, home care and food
products to meet the essential needs of consumers. Unilever is currently operating
in more than 190 countries and territories around the world. In 1995, Unilever
officially operated in Vietnam. It is estimated that every day, about 35 million
Unilever products are used by consumers nationwide with a variety of products:
P/S, OMO, Clear, Knorr, Sunsilk,.... They have long become familiar names to
Vietnamese families.

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 With the mission that Unilever has set out as: "To add vitality to life", in order
to fulfill that mission Unilever wants to make the lives of consumers better and
better through bringing its products. In Vietnam, Unilever's vision is to make the
lives of Vietnamese people better.
3. SWOT
3.1 Strengths
- The new P/S product has a strong aroma from areca berries, sweetness from
areca flowers, creating a comfortable feeling from cool mint.
- With the support of the global Unilever group, it has a strong financial
background.
- Inheriting modern technologies and techniques of Unilever.
- Nationwide distribution channel, easy contact with products.
- Unilever Vietnam's technology research and development is always focused
and adequately invested.
- Current products always have genuine warranty stamps to help customers
recognize the real and fake goods to trust consumers.
3.2 Weaknesses
- New product is the essence of areca fruit that picks up users.
- There are still many technologies that are not used in Vietnam due to the
high cost and expensive import from abroad.
- As a company originating from Europe, the product strategy in general is not
really suitable with Asian culture including Vietnam.
- Production process has not been advanced, techniques are still limited.
- Unilever recently had to cut its budget due to the general economic situation
of the world.
3.3 Opportunities
- The technologies are increasingly advanced.
- Income and quality of life are increasingly improving, consumers pay more
attention to choosing good quality products for health.
- Vietnam has a young population structure, likes novelty, and wants to
experience new things.
- The family model was expanded, the demand for toothpaste products
increased.

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 - Easily exported to countries around the world because Vietnam has a long
coastline and many large ports.
3.4 Threat analysis
- The product that has just been launched on the market has many
shortcomings, there is no deep appreciation from customer experience.
- The coverage of P/S's new product line is not wide enough to compete with
the names already present in the market.
- Vietnam's economic growth rate is not really high, showing low product
consumption ability.
- There is competition from many well-known brands: Colgate, Sensodyne,..
growing stronger, diversifying products, improving quality.
- In the next few decades, the young aging population and the aging
population structure will no longer be Unilever's advantages
4. COMPETITOR
In the Vietnamese market, the brand that is considered the No. 1 competitor of
P/S is Colgate. According to statistics, Unilever's toothpaste market share leads
with more than 65%, while Colgate's is at 25%. (Source: List of toothpaste
products on the Vietnamese market in 2016). However, we cannot be subjective
when Colgate and many other toothpaste brands are constantly upgrading and
improving their products. Main competitors:
* COLGATE is a long-standing brand in the world with a wide range of oral
care products such as: Colgate Sensitive, Colgate Maxfresh, Colgate herbal salt,
Colgate for children,... with outstanding uses: cause tooth sensitivity, prevent tooth
decay, clean plaque, protect tooth enamel, and cause tooth irritation
* CLOSE-UP is a direct competitor to P/S when both are under Unilever.
Along with that are the benefits that have been verified by experts: Prevent tooth
decay, protect teeth, remove plaque, make teeth whiter, kill bacteria, prevent bad
breath, freshen breath when using the products: Close-up for teeth whitening with
coconut flavor, Close-up of cool mint,...
*SENSODYNE with products like Sensodyne Fresh Mint, Sensodyne Cool
Gel, etc., is recommended by experts for the following uses: effective prevention
of tooth decay; maintaining a protective layer against tooth sensitivity; shiny white

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teeth; breath always fresh; reducing tooth sensitivity; protecting tooth enamel and
gums; controlling tartar.
5. STP
5.1 Segmentation

- Market segmentation by customer behavior:

• Reasonable prices, diverse products of good quality, suitable for each family
member.
• Purchase for personal or family use.

- Market segmentation by demographics:

• Age: Customers are 12 years old or older.

• Gender: The product can be used by both men and women.
• Income: Low-income customers can also own the product.

- Market segmentation by psychology:

• Motivation to buy: customers today are the younger generation. The use of
images of dental professionals is intended to gain trust from customers.
• The trial price is 19,000 VND for the small-sized tube and 39,000 VND for
the large-sized tube, evoking the feeling that customers can use it at a cheap
price.

- Market segmentation by geography:

P/S's new areca-flavored product is targeted at customers in all provinces of

Vietnam.

5.2 Targeting

The potential market for P/S is focused on customers with low to high incomes
in rural areas, and especially young customers with high consumption demands.

With P/S's new areca and mint essence products, it promises to bring customers
a completely new experience. Mint flavor combined with areca essence helps to
freshen breath, create more confidence, suitable for customers with frequent work

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to communicate. In addition, the new strong scent from areca will delight
customers from 12 years old and above, the cool mint flavor helps to relax the
spirit for a great new day

5.3 Positioning

Quality

Sensodyne

P/S Colgate
Close-up

Price

Figure 3: Product positioning P/S.

Using product differentiation, we position the new product with areca and mint
as a product of improved quality that is superior to similar priced products. The
uses of our products will focus on preventing tooth decay, protecting, making teeth
strong, teeth whitening, and fresh breath.
B. MARKETING STRATEGY
1. GOALS WANT TO ACHIEVE

The group hopes that the creation of this new P/S product of areca and mint
essence will bring high profits to the company. Pricing P/S areca and mint essences
will be introduced with an estimated retail price of VND 39,000 per tube. This
pricing reflects the strategy of attracting desired channel partners and capturing

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market share from established competitors. Total products sold in a year (January
1, 2022-December 31, 2022) are estimated to be 800,000 products.
With P/S toothpaste with areca and mint essence, Unilever Group wishes to
bring a new and refreshing experience to consumers. And from new customer
experiences. The products are widely distributed and are present at large
supermarkets and convenience stores across the country.
2. MARKETING STRATEGY

2.1 Product

a. The name of the product

P/S offers a lot of new products with outstanding improvements and

upgrades to meet the needs of consumers. Therefore, our team decided to launch
P/S products with areca and mint essence. With natural ingredients such as areca
essence, natural mint, and nutrients.

b. Product characteristics

Toothpaste with areca and mint essence brings a fresh, sweet, and cool
feeling when used. The product will be guaranteed to be functional for users thanks
to the professional team from the company, bringing the most significant effect
after long-term use. It will not only have significant features, but P/S will also
launch eye-catching packaging and designs. The manufactured products will have
additional stamps to ensure genuine goods or anti-counterfeiting logos to ensure
the safety of customers.

c. Ingredient

With indispensable ingredients in P/S toothpaste: natural areca and mint

essence, Arecolin, Water, Sorbitol, Hydrated Silica, Zinc Citrate, Sodium Lauryl
Sulfate, PEG-32, Flavour, Cellulose Gum, Sodium Fluoride, Mica, Sodium
Saccharin,... have been tested by experts, contributing to helping the product be
trusted.

d. Uses

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 It helps prevent plaque on teeth, whitens teeth, has bactericidal and
antiseptic properties, reduces sensitivity and brings fresh breath. It is especially
effective in treating tooth decay and making teeth strong.

2.2 Price

Products for each tube of toothpaste P/S range from 19,000 VND to 45,000
VND. because it is an upgraded product with many ingredients and flavors
combined. Recommended toothpaste with areca and mint essence costs 39,000
VND, suitable for each family and even students.
Not only that, Unilever realizes that 80% of Vietnamese consumers live in low-
income rural areas, so the company also has discount strategies when launching
new products, such as when buying 3 tubes of P/S toothpaste, you will get a small
tube of ice cream for children, and when you buy 3 small tubes of ice cream for
children, you will get a small car toy for the child. P/S had the most popular
promotion that bought P/S toothpaste and got a free P/S brush.
2.3 Place

The retail distribution system stretches from north to south. That's why the P/S
toothpaste brand is becoming more and more popular and trusted by consumers.
Currently, the company has more than 350 wholesale agents and about 150,000
wholesale and retail agents across the country, so its products are flooded
throughout the market. Thanks to the coverage of P/S at all major supermarket
systems, Therefore, our new P/S products will be easily distributed at large
supermarkets and grocery stores from urban to rural areas, helping people easily
access the company's new products.

Currently, the situation of the COVID-19 epidemic is stressful. Consumers are

restricting travel. Therefore, we also distribute our new products on e-commerce
platforms such as Shopee, Tiki, Lazada, etc., for the convenience of consumers
buying products.

2.4 Promotion

According to a survey by Vinaresearch, the survey results show that P/S is the
brand with the highest PBI (Popular Brand Index) of 48.2 points. In which, the

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awareness of P/S includes 61.7% of people when asked about the toothpaste brand
that mentioned P/S first, and 94.6% of the respondents knew about this brand. And
P/S is the brand with the widest advertising coverage; about 45 out of 100
respondents said they see P/S ads regularly in the media (44.7%).

P/S's marketing strategy for advertising has two main areas: "Above-the-Line"
(direct promotion) and "Below-the-Line" (indirect promotion).

Some forms of P/S advertising:

- Advertising via TVC: in Vietnam, advertising on television is always highly
effective. P/S can run ads for about 30 seconds with the message of bringing
a bright white smile, full of confidence. With our new P/S product, the team
proposes inviting Miss H'Hen Niê with a fee of 20,000,000 VND. The group
not only targets people from the city or neighboring provinces, but also
wants to target ethnic minorities like H'Hen Niê to become more widely
known.
- Advertising on the Internet: with the development of technology, P/S runs
ads in 5–10 seconds in videos on Youtube or Facebook.
- Sponsoring reality programs: The annual reality program sponsored by P/S
is "Protect Vietnamese Smile." Support costs for patients with cleft palates
who cannot afford surgery. In this way, not only are more people interested
in the company and the product, but they can also convey many messages to
consumers. This is used to help them understand and sympathize with these
unfortunate fates.
- Forms of gifts and promotions: a free toothbrush with the purchase of two
tubes of toothpaste, and an extra tube of any toothpaste with the purchase of
three tubes.
C. FINANCIAL PROJECTIONS
Implementation period: Jan 1, 2022 – Dec 31, 2022.
Total budget: 5.000.000.000 VND
Amount of Execution
Work
money time

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Advertising through
TVC
Introducing new
The cost of TVC >50.000.000 products, providing
production VND information and
features from experts
Invite a dental ~ 20.000.000 invited by the
1/1 – 31/3
specialist VND company to film TVCs
to advertise products.
Invite the face to ~20.000.000
represent the product. VND

The team designs new

product images to Promoting new
~ 10.000.000
publicize on social 1/1 – 28/2 product images to
VND
networks and consumers.
newspapers.

Promotions:

Quarter 1: price
reduction when new
When purchasing three products are released,
Quarter 1:
products (P/S in order to bring new
1/1/2022 -
toothpaste + P/S products to consumers.
~1.000.000.000 31/3/2022
toothbrush + P/S
VND Quarter 4: Quarter 4: End-of-year
mouthwash), you will
1/102022 - discount to pay off all
receive a 10% discount
31/12/2022 items from the
code.
previous year before
the new one.

Quarter 3:
Free gift (brush and ~150.000.000
1/7/2022-
toothpaste tube) VND
30/9/2022

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 When consumers
know the product, they
organize sweepstakes
~150.000.000 for customers to create
Sweepstakes Quarter 2
VND an image of the
product that does not
fade in the minds of
consumers.

Support for cleft Every quarter

palate surgery for ~3.000.000.000 Quarter (including the next 3
people in difficult VND 1,2,3,4 months) will support
circumstances surgery for 50 patients.

Advertising through
banners with slogans

"P/S-Protect ~250.000.000
31/3 – 30/6
Vietnamese Smile" VND
spanning 64
provinces and cities

4.650.000.000
Total:
VND

D. IMPLEMENTATION CONTROLS
Things don't always go according to plan in marketing strategy. Because the
marketing environment is constantly changing rapidly, the company needs to
periodically re-evaluate the effectiveness of its marketing strategy. To achieve the
desired effect, the company will periodically check the following business
activities:
• Revenue: monthly, yearly.
• Cost: monthly, yearly. Check monthly and yearly to make sure the target has
been met exactly as set out.

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• Customer satisfaction and feedback
• Profitability test: Measure the actual profitability of your product, customer
group, commerce channel and order size, etc.
• Check strategy: Assess whether the company's marketing strategy is still
appropriate, affecting the market, customers or not.
Contingency Planning

Criteria Risks Solutions

Product - In the process of - Cancel all orders of

manufacturing the product and
transporting the toothpaste, the
enterprise discovered that the
product was damaged.
- Defective toothpaste products
reach consumers.
defective toothpaste and
create a new order to
confirm the quality of the
company's products.
- Implement the policy of
product return and exchange
according to the company's
regulations if customers give
feedback on defective
toothpaste products.

Financial -Purchase: Enterprises deliver -It is necessary to set out the

money first, but the supplier terms in the contract and the
does not guarantee the quantity laws to deal with if there is a
of products or does not deliver risk when buying.
toothpaste products to the - It is advisable to calculate
business. and plan accurately based on
specific reports to implement
-Financial planning: inaccurate a campaign for that
cash flow planning, causing loss toothpaste product line to
of business money.. avoid losses later.
- Find out the causes leading
-The product's target is not met.
to the loss of money of the
business to have the most
effective remedy.

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 - Using a different strategy to
Marketing -Customers do not know or are attract customers, businesses
Strategies not interested in the company's can change segments or
new P/S toothpaste. change the target market.

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 REFERENCES

Hương, T. (2021, 10 27). Marketing24h. Retrieved from

https://marketing24h.vn/unilever-la-gi/
Diệu, Đ. X. (2019, 10 14). Tài chính xây dựng. Retrieved from https://tcxd.vn/gia-
tri-cot-loi-la-gi/
Hạnh, L. (2021, 12 6). Marketing Ai. Retrieved from https://marketingai.vn/chien-
luoc-marketing-cua-p-s-da-thanh-cong-nhu-nao-tai-viet-nam/
Unilever. (2020). Retrieved from http://www.unilivia1.com/about/who-we-
are/introduction-to-unilever/?navids=tcm:1309-50591-4
Vinaresearch. (2018, 4 26). Vinaresearch. Retrieved from
https://vinaresearch.net/public/news/2200-
Bao_Cao_Nghien_Cuu_Muc_Do_Pho_Bien_Thuong_Hieu_PBI_Kem_Dan
h_Rang_02.2018.vnrs

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PLAGIARISM REPORT

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 MEMBER'S GROUP WORK ASSESSMENT

Tên thành viên MSSV Đánh giá tham

gia thảo luận
Trần Hồng Thy 2021008564 100%
Bùi Như Quỳnh 2021008533 100%
Nguyễn Đình Nghĩa 2021008492 100%

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