1.

Executive summary (Đức)

2. Background (Khải+Hạnh)

2.1. Company background

2.2. Market background

3. Problem definitions (Hào)

During the operating time in Vietnam, Colgate has encountered several issues that

originally come from either internal or external factors. However, the group research may prefer

having a deep analysis on the brand’s market share which is having a tendency to reduce

significantly to occupy the minor proportion.

3.1. Manager problems

According to the report from Euromonitor International on Oral Care in Vietnam (2021),

the market in Vietnam in such a field shows great potential to be one of ten countries having the

most values globally. As a graph showed in Statista (2021), the production volume of toothpaste

in Vietnam in the 2010s saw the significant increase and surged the climax in 2018 before

experiencing a small drop in the next two years.

Despite this bright future in the market share, Colgate, otherwise, experienced a

consecutive decrease in revenue along with the market share. While the fame of Colgate
dominated in the global market with nearly half the share (45%) in 2020, Colgate still struggled

with the minor occupation with quarter the market, in comparison to 65% from Unilever (Tran,

2021). Furthermore, the brand also suffered from the loss after tax in three consecutive years

from 2015 to 2017 (Tran, 2019).

Therefore, the priority of Colgate should be increasing the market share, thus increase the

profits and minimize the risk of being bankrupt.

3.2. Marketing problems

In order to meet the target in the short run and long run, the brand needs to understand

how customers will behave under alternatives. Thanks to this pattern, Colgate could have

accurate decisions in further attempts and get the missions. Therefore, it is necessary for the

group research to study on the Purchase Satisfaction, Repurchase Intention and

Recommendation according Toothpaste Choice Standard. After this, the researchers can find

out whether any changes in any criteria will affect on purchasing decisions of buyers.

4. Approach the problem (Thảo+Long+Châu)

5. Research design (Như+Trà)

6. Fieldwork (Đức)
 7. Reference

Oral Care in Vietnam | Market Research Report | Euromonitor. (2021). Retrieved from

www.euromonitor.com website: https://www.euromonitor.com/oral-care-in-vietnam/report

Tran, A. (2019). Hãng kem đánh răng Colagate lỗ 253 tỷ đồng tại Việt Nam | TheLEADER.

Retrieved from theleader.vn website: https://theleader.vn/hang-kem-danh-rang-colagate-

lo-253-ty-dong-tai-viet-nam-1547097366513.htm

Tran, D. (2021, April 26). Tổng Quan Thị Trường Kem Đánh Răng Tại Việt Nam, Thị Trường

Kem Đánh Răng: 90 Bóp 10 - Tranminhdung.vn. Retrieved January 28, 2022, from

https://tranminhdung.vn/tong-quan-thi-truong-kem-danh-rang-tai-viet-nam/

Vietnam: toothpaste production volume 2020. (2021). Retrieved from Statista website:

https://www.statista.com/statistics/1115390/vietnam-toothpaste-production-volume/