Final Report - Group 2

MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS AND FINANCE

HO CHI MINH CITY
FINAL REPORT
TOPIC: TOILETRIES
Course Title : Online Consumer Behavior

Class : 232.EBU1127E.A02E
Lecturer : Nghiem Tan Phong
Group :2
Students : Tran Thanh Thanh - 205120270
Nguyen Manh Vy - 205121287
Pham Tran Gia Huyen - 205121107
Tran Kim Thoa - 205120987
Phan Van Thu - 205121261
Ho Chi Minh City, April, 2024

Online Consumer Behavior UEF
LECTURER'S COMMENTS
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Ngày …. tháng …. năm 2024
Chữ kí của giảng viên
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TABLE OF CONTENTS
EXCUTIVE SUMMARY ...................................................................................... 6
CHAPTER 1. COMPANY OVERVIEW ........................................................... 7
1.1. Company information:................................................................................ 7
1.1.1. Competitor: .................................................................................... 7
1.1.2. Lifebuoy's competitive advantage compared to competitors: ....... 7
CHAPTER 2. CONSUMER’S PORTRAIT ....................................................... 8
2.1. Targeted customer ...................................................................................... 8
CHAPTER 3. COSUMER NEEDS AND PRODUCT ATTRIBUTES ........... 11
3.1. Consumer needs: ...................................................................................... 11
3.2. Product attributes: ..................................................................................... 13
CHAPTER 4. ANALYZE CONSUMER BEHAVIOR .................................... 15
4.1. Customer buying process ......................................................................... 15
4.1.1. Consumer behavior before purchasing: ....................................... 15
4.1.2. Consumer behavior after purchase:......................................... 16
4.2. Factors affecting consumer purchasing decisions: ................................... 16
4.2.1. Psychological factors: ................................................................ 16
4.2.2. Cultural and social factors: ....................................................... 16
4.2.3. Advertising and Marketing:...................................................... 17
4.2.4. Influence by price ....................................................................... 17
4.2.5. Crowd psychology:..................................................................... 17
CHAPTER 5. STRATEGY............................................................................... 18
5.1. Pricing strategy: ........................................................................................ 18
5.1.1. New product pricing strategy: .................................................. 18
5.1.2. Product combination pricing strategy: .................................... 18
5.2. Promotion strategy: .................................................................................. 19
5.2.1. Use of media: .............................................................................. 19
5.2.2. Community campaign: .............................................................. 19
CHAPTER 6. CONCLUSION & RECOMMENDATIONS ............................ 22
6.1. Conclusion ................................................................................................ 22
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6.2. Recommendations .................................................................................... 22

REFERENCE ....................................................................................................... 24
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TABLE OF FIGURES
Figure 1. Lifebuoy's customer profile _____________________________________ 8
Figure 2. Lifebuoy focuses on children's health _____________________________ 10
Figure 3. The LifeBuoy range of products prevents the effects of bacteria. _______ 11
Figure 4. Full set of Lifebuoy health protection products _____________________ 12
Figure 5. New product line with convenient small bag version _________________ 12
Figure 6. Steps of the purchasing decision process __________________________ 15
Figure 7. Prices of lifebuoy hand sanitizer products _________________________ 18
Figure 8. Gift when purchasing Lifebuoy hand sanitizer ______________________ 19
Figure 9. MC John Oliver humorously dances to the hand-washing dance on HBO
(USA) _____________________________________________________________ 20
Figure 10. The main MV/TVC of the campaign is “It's Okay for Tet ____________ 21
LIST OF TABLES
Table 1 Consumers’ portrait ........................................................................................... 8
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EXCUTIVE SUMMARY
Lifebuoy hand sanitizer is one of the most popular and trusted products in the field
of personal hygiene and health care. Lifebuoy has built a strong brand with a strong
antibacterial message, increasing consumer trust and loyalty. Awareness of the problem
of bacteria and disease has created demand for this product. Consumer behavior towards
Lifebuoy hand sanitizer products is strongly influenced by the brand's pricing and
promotion strategy. With its affordable price and health value, Lifebuoy attracts
customers interested in personal hygiene. Flexible pricing strategies and periodic
promotions help increase appeal and promote purchasing behavior. Outstanding
advertising and marketing campaigns about its antibacterial properties and family health
stimulate the need to buy the product. Lifebuoy's combination of pricing and promotion
strategies shapes consumer behavior, creates brand satisfaction and loyalty, and helps
Lifebuoy maintain a strong position in personal hygiene and health care markets.
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CHAPTER 1. COMPANY OVERVIEW

1.1. Company information:
The Lifebuoy brand was born in 1894 and is one of the oldest brands in the
Unilever group. With the strong development of soap products such as shampoo,
shower gel, and alcohol hand sanitizer, Lifebuoy is associated with cleanliness and
comprehensive care for millions of people around the world.
The brand's mission in the Vietnamese market is "For a healthier Vietnam".
1.1.1. Competitor:
Currently, in the hand sanitizer product line, Lifebuoy is facing many competitors,
such as:
- Dettol is known for its powerful antibacterial formula and focus on family
healthcare.
- Safeguard is famous for its hand sanitizer products that have the ability to kill
bacteria and protect against disease-causing bacteria.
- Palmolive offers a range of personal hygiene products, including hand sanitizers
and soaps, containing nourishing and skin-friendly ingredients.
1.1.2. Lifebuoy's competitive advantage compared to competitors:
- Effective Anti-Bacterial Formula: kills up to 99.99% of bacteria and is safe for
the skin.
- Trusted Brand: Lifebuoy has existed in the market for a long time and has been
trusted by many consumers.
- Affordable Price: Lifebuoy is often affordable and accessible to most consumers.
Diverse products suit the needs and preferences of diverse customers.
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CHAPTER 2. CONSUMER’S PORTRAIT

2.1. Targeted customer
Lifebuoy provides hand soap to everyone, regardless of age, gender, or location.
However, the brand mainly focuses on stay-at-home mothers and school-going children.
Lifebuoy especially targets rural Vietnamese children through the project "Lifebuoy Go!
For 10,000 Rural Children in Vietnam" to educate children about personal hygiene, how
to wash hands properly, and how to maintain the habit of using Lifebuoy soap.
Figure 1. Lifebuoy's customer profile
Table 1 Consumers’ portrait
Gender Unisex In some cases, scent needs or skin effects may

differ between men and women, and products
may be approached from different angles to
reflect this.
Geographic Both urban and rural Lifebuoy often reaches areas where sanitation
infrastructure is poor, or where living
environments are unclean, demand for products
like Lifebuoy can be high.
Ages All ages For children, the product can be seen as a way
to learn how to maintain personal hygiene.
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For adults, especially those with families, they

may seek peace of mind about protecting their
health and that of their family.
Income Medium and low Lifebuoy's target customers are mainly people
with middle and low incomes. They look for
antibacterial soap products at reasonable prices.
Needs - Health and Safety - They want personal healthcare products to

protect them from bacteria and disease.
- Efficiency and - They want products that are effective in
Utility eliminating bacteria and protecting personal
health. They also want products that are easy to
use and convenient.
Wants - Family Safety - They care about protecting family health and
want the product to be safe for all family
members, especially children.
- Value and Price - They expect the product to be a good value,
reflected in its quality and effectiveness. They
also want prices to be reasonable.
- Equity and - Some customers are concerned about
Sustainability Lifebuoy's equity and sustainability
commitments, including protecting the
environment and supporting communities.
Habit/Expectation frequency of use They usually use Lifebuoy products 5–10 times
per day and 7 days per week.
like to take care of They like to take care of the family and
the family children, and protect the health of the whole
family.
- Shopping for
essential items for They often buy essential items for their home.
the family
9
Figure 2. Lifebuoy focuses on children's health
10
CHAPTER 3. COSUMER NEEDS AND PRODUCT ATTRIBUTES

3.1. Consumer needs:
Lifebuoy is a famous brand of personal care products, mainly known for its
antibacterial soaps and hand sanitizers. To understand consumer needs and product
attributes associated with Lifebuoy, we can analyze several factors:
Hygiene and health concerns provide effective germ protection:Consumers
often prioritize products that help them maintain good hygiene and health, especially in
the context of preventing the spread of disease and infection. Lifebuoy products that
focus on antibacterial properties effectively address these concerns.
Figure 3. The LifeBuoy range of products prevents the effects of bacteria.
Affordability: Price sensitivity is an important factor for many consumers.

Lifebuoy's affordability compared to other similar products makes it accessible to many
consumers, including those in low-income groups.
Product diversity: Lifebuoy offers a variety of products beyond just soap,
including hand sanitizer, shower gel, and hand sanitizer. This diversity allows
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consumers to choose products that suit their needs and preferences, enhancing the
appeal of the brand.
Figure 4. Full set of Lifebuoy health protection products
Product Convenience: Consumers appreciate products that are easy to use and
integrate seamlessly into their daily routines. Lifebuoy soaps and sanitizers are designed
for convenient use, whether at home, work, or while traveling.
Figure 5. New product line with convenient small bag version
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Reliability and Reputation: Lifebuoy has built a reputation for reliability and
trustworthiness over the years. Consumers often choose products from brands they trust,
especially when it comes to personal care items that impact their health and well-being.
3.2. Product attributes:
3.2.1.1. Products' use:
- Using the Lifebuoy hand sanitizer product line helps kill up to 99.99% of
bacteria on the skin surface, protecting your health against the risk of
infectious diseases. Vitamin+ formula helps clean hands and protect
against bacteria, including mutated bacteria.
3.2.1.2. Hand sanitizer product lines:
Handwash “Lifebuoy Bảo Vệ Vượt Trội 10”:
Lifebuoy hand sanitizer (red) possesses the Activ+ formula to help increase skin
resistance and prevent harmful bacteria. Lifebuoy hand sanitizer is up to 99.9%
effective in killing bacteria, effectively deodorizing, and protecting the health of the
whole family.
Handwash “Lifebuoy công thức VItamin+ Bảo Vệ Vượt Trội 10”:
Outstanding skin protection with Lifebuoy hand sanitizer with Vitamin+ formula that
is clean and protects from 99.9% of bacteria. Cream foam can penetrate deep into pores,
deeply clean and eliminate 10 types of disease-causing bacteria for you. and your family
has clean, healthy skin
Handwash “Lifebuoy Sữa Dưỡng Ẩm”:
Lifebuoy hand sanitizer (blue) uses silver ion formula to help kill bacteria quickly in
just 10 seconds. The product contains advanced active milk essence active 5 to help kill
up to 99.99% of bacteria, while moisturizing the skin, limiting roughness. Therefore,
the product is very suitable for sensitive hand skin, helping to prevent harmful bacteria
while keeping hands soft and smooth.
Handwash “Lifebuoy Chanh Khử Mùi”:
Lifebuoy lemon deodorant hand sanitizer (yellow) contains orange and lemon extracts
to help clean effectively, protecting you from bacteria thanks to its good antibacterial
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ability. At the same time, it helps deodorize and remove stubborn grease stains, so the
product is very suitable for kitchen use.
Handwash “Lifebuoy Thiên Nhiên Matcha & Nha Đam”:
Lifebuoy Matcha & Aloe Vera hand sanitizer (green) possesses a pH-balanced formula
containing silver ions to help clean and kill bacteria quickly. With 100% natural
ingredients, including antioxidant matcha and gentle skin-nourishing aloe vera, the
product not only washes away bacteria in 10 seconds but also gently cares for hand skin.
Handwash Lifebuoy Thiên Nhiên Than Hoạt Tính Bạc Hà”:
Lifebuoy hand sanitizer (black) contains ingredients extracted from nature, including
activated charcoal for effective purification and cool mint. Therefore, the product not
only helps deep clean but also protects from daily dirt, pollution and bacteria. With a
pH-balanced formula containing silver ions, the product both effectively cleans and
maintains the necessary moisture for hand skin.
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CHAPTER 4. ANALYZE CONSUMER BEHAVIOR

4.1. Customer buying process
Figure 6. Steps of the purchasing decision process
4.1.1. Consumer behavior before purchasing:

Steps 1. Awareness: Consumers recognize personal hygiene needs. Advertising
and information campaigns about the impact of frequent hand washing on health may
be the reason behind consumer interest in this product.
Steps 2. Information Collection: Consumers learn about hand sanitizer brands,
compare Lifebuoy and other products in terms of price, effectiveness, ingredients, scent,
and user reviews on social media. online such as social networks, forums, and e-
commerce sites.
Steps 3. Evaluate Options: They review options, based on the information
gathered, to determine whether Lifebuoy meets the needs and expectations of a hand
sanitizer product.
Steps 4. Purchase Decision: If Lifebuoy is a good fit, consumers will move toward
purchasing the product, often based on factors such as brand value, reliability,
accessibility, and promotions or discounts.
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4.1.2. Consumer behavior after purchase:

Steps 1. Product Usage: Consumers experience the product such as the scent,
cleanliness, feeling after washing hands, and whether the product's moisture content is
appropriate.
Steps2. Product Reviews: Based on usage experience, they form an opinion about
the product's effectiveness, value for money, and overall satisfaction.
Steps 3. Repurchase Behavior: If the product satisfies them, this leads to
repurchase of Lifebuoy hand sanitizer. Otherwise, consumers may change and switch
to another brand.
Steps 4. Feedback and Sharing: Users can write online reviews or share personal
experiences with friends and family, influencing others' purchasing decisions.
Steps 5. Brand Loyalty: Good experiences can lead to long-term brand loyalty,
turning consumers into loyal advocates.
4.2. Factors affecting consumer purchasing decisions:
4.2.1. Psychological factors:
Personal hygiene awareness: The COVID-19 pandemic, along with other health
risks, has increased public awareness of the importance of handwashing to prevent
disease.
Instructions from health organizations: Recommendations from health
organizations such as WHO on frequent hand washing contribute to motivating
consumers to use hand sanitizer.
Trust in the brand: Lifebuoy is a reputable and long-standing brand in the field of
sanitary products. Therefore, consumers have confidence in the quality of Lifebuoy's
products.
4.2.2. Cultural and social factors:
Social influence: Purchasing decisions can be driven by general community
acceptance of handwashing as part of daily hygiene habits.
Social advocacy campaigns: Lifebuoy often conducts campaigns to raise
awareness about hand hygiene, attracting consumers through meaningful community
activities.
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4.2.3. Advertising and Marketing:

Attractive advertising: Highly persuasive media and online advertising drives
consumer awareness of products and brands.
4.2.4. Influence by price
Affordability: Price is the main factor influencing consumers, especially in
families with limited income sources. Therefore, Lifebuoy has low-cost, mid-range and
high-end hand sanitizer products to meet the diverse and economically appropriate
needs of each family segment.
Promotions and incentives: Promotions and discounts can strongly promote
purchasing decisions. Lifebuoy regularly has promotions such as discounts, gifts, buy
1 get 1 free,... to stimulate consumer purchasing needs.
4.2.5. Crowd psychology:
Customers often trust products that are used by many people. The phenomenon of
information spreading through social networks and positive reviews can motivate them
to decide to buy Lifebuoy products. Using celebrity images in advertising can also
positively influence their purchasing decisions.
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CHAPTER 5. STRATEGY
5.1. Pricing strategy:
5.1.1. New product pricing strategy:
Unilever used a price skimming strategy for Lifebuoy hand sanitizer products.
Initially, they launched hand sanitizer products at high prices to focus on customers with
high incomes or higher. After consumption begins to decrease, prices are lowered to
expand the market, taking advantage of the need for mothers and housewives to buy
discounted goods. At the same time, launch new products to attract new customers and
compete with competitors.
5.1.2. Product combination pricing strategy:
5.1.2.1. Pricing for product lines:
Launching hand sanitizer product lines with many different prices to serve
different market segments. Lifebuoy's prices vary widely from 13,000-300,000 VND
depending on the capacity of the product.
Figure 7. Prices of lifebuoy hand sanitizer products
5.1.2.2. Optional product pricing:

When purchasing hand sanitizer products, customers will receive a free toy,
notebook, or pen case. Most of the included gifts are gifts for children. This is also a
strategy that directly targets customers, housewives. They buy products for home use
and as gifts for their children.
18
Figure 8. Gift when purchasing Lifebuoy hand sanitizer
5.2. Promotion strategy:

5.2.1. Use of media:
5.2.1.1. TV advertisement:
Lifebuoy products are advertised on many major channels, watched by a large
number of people, such as VTV1, VTV3, VTC4,... This is where Lifebuoy can reach
millions of families around the world, which includes Vietnam. Moreover, those
advertisements are often shown during family meal times, such as: 12:00, 19:00,
interspersed with news programs, etc., to attract the attention of many customers,
especially housewives.
5.2.1.2. Social networking platform:
Lifebuoy uses popular social platforms such as Facebook, TikTok, etc. to advertise
products, post videos with many celebrities, and send meaningful messages to attract
consumers. use. In addition, Lifebuoy also organizes minigames on the fan page to
attract participation and increase interaction with customers.
5.2.2. Community campaign:
5.2.2.1. "Vũ điệu rửa tay" campaign.
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In the early stages of fighting the epidemic, Lifebuoy cooperated with Google to
guide 6 steps to wash hands properly that were easy to remember and easy to practice
through the video "Handwashing Dance.". Appearing in the hit song "Ghen Co Vy," the
handwashing dance has become a Hot Trend welcomed by people of all ages and
backgrounds, appearing on many platforms such as Youtube, TikTok, Facebook, and
other countries.
Immediately, the handwashing dance challenge (with the hashtag #vudieuruatay
or #handwashingdance) quickly attracted many audiences to participate on social
networking sites. Contribute to the Vietnamese government's propaganda on epidemic
prevention around the world. This Lifebuoy campaign not only contributes to raising
awareness about personal hygiene but also provides a practical and effective solution to
help people maintain their health.
Figure 9. MC John Oliver humorously dances to the hand-washing dance on HBO (USA)
This is a campaign that helps Lifebuoy contribute to the community and ensure
consumer care while increasing brand recognition.
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5.2.2.2. "Tet Ổn" 2024 campaign

"Tet is okay", Lifebuoy has touched the hearts and won the hearts of many
Vietnamese consumers, continuing to maintain the brand's influence and recognition in
this market. This campaign helped Lifebuoy:
- Increase brand recognition and interaction: thanks to the strong spread on social
and television platforms, when combined with Influencers, TVC and the stable
wall event at Landmark 81
- Connect with customers: The campaign's message has created empathy and
connection with many adults, especially those who are under pressure from daily
life. This helps Lifebuoy build close and intimate relationships with customers
- Create a positive and relatable image: The above campaign is not just a regular
advertisement but also conveys a touching and meaningful story. This helps
Lifebuoy create a positive impression of the brand in the hearts of consumers.
Figure 10. The main MV/TVC of the campaign is “It's Okay for Tet
Lifebuoy has very cleverly integrated the message about "health" into this
campaign: "If you have a family and health, Tet will be okay." This message appears
on all of the brand's media channels, combined with images of Lifebuoy hand sanitizer
bottles.
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CHAPTER 6. CONCLUSION & RECOMMENDATIONS

6.1. Conclusion
Lifebuoy is a globally renowned personal hygiene brand. Lifebuoy's successful journey
is a testament to its smart marketing strategy, which focuses on understanding and
meeting the needs of customers, especially housewives. Lifebuoy has successfully built
a prestigious brand image associated with high product quality and a commitment to
protecting public health.
Lifebuoy products are always highly appreciated for their outstanding quality, safety
for health, and effectiveness in protecting against bacteria. Thanks to its sharp
marketing strategy and ability to flexibly adapt to the market, Lifebuoy always grasps
consumer needs and trends to offer the most suitable products.
Grasping the great potential of the personal hygiene market, Lifebuoy constantly
improves products and diversifies its product portfolio to meet the increasing needs of
customers. At the same time, Lifebuoy deploys creative marketing campaigns,
attracting consumers' attention and affirming its strong brand position in a competitive
market.
With effective strategies, high-quality products, and a commitment to bringing value to
customers, Lifebuoy has become an indispensable companion in the life of every
Vietnamese family. Promising that in the future, Lifebuoy will continue to achieve more
success and affirm its leading position in the personal hygiene industry.
6.2. Recommendations
E-commerce development: With the development of technology, e-commerce is
becoming an important sales channel. Lifebuoy can focus on developing its own website
or mobile application, providing a convenient and easy online shopping experience for
customers.
Take advantage of unique marketing campaigns:
- Convert marketing campaigns into online experiences, for example, creating
interactive games or apps.
- Use marketing campaigns to create unique content for your website and e-
commerce platforms.
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- Create promotions based on marketing campaigns.

Leverage trends: Develop products that align with current health trends (e.g.,
immune-boosting products, eco-friendly options).
Impressive content and educational campaign: Continue to educate consumers
about hand hygiene through engaging content. Take advantage of social media, blogs,
and videos.
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REFERENCE
[1]-https://marketingai.vn/chien-dich-tet-on-lifebuoy-chi-mot-loi-chuc-on-lai-
cham-toi-trai-tim-cua-trieu-nguoi-xem-194240115005359695.htm
[2]-https://advertisingvietnam.com/trung-thanh-voi-su-menh-thuong-hieu-trong-
dai-dich-lifebuoy-nhan-mua-cup-tai-mma-global-smarties-x-2021-p18413
[3]-https://www.unilever.com.vn/brands/personal-care/lifebuoy/
[4]-https://www.unilever.com.vn/brands/personal-care/lifebuoy/
[5]-https://s.net.vn/K1DK
[6]-https://www.youtube.com/watch?v=SBqIRwK67cU
[7]-Tiêu luận - https://text.123docz.net/document/10549443-tieu-luan-san-pham-
nuoc-rua-tay-lifebuoy.htm.
[8]-https://tinhte.vn/thread/phan-tich-chien-luoc-marketing-cua-lifebuoy-3-
chien-dich-noi-bat-nhat.3727623/.
[9]-https://danviet.vn/day-manh-giao-duc-ve-sinh-rua-tay-voi-xa-phong-cho-
hoc-sinh-nong-thon-mien-nui-20231016163852224.htm
[10]-https://oriagency.vn/chien-luoc-marketing-cua-nuoc-rua-tay-lifebuoy
[11]-https://www.unilever.com.vn/news/2023/hop-tac-voi-hoi-nhi-khoa-viet-
nam/
[12]-https://ideabank.vn/tin-tuc-y-tuong/lifebuoy-xac-lap-ky-luc-viet-nam-voi-
mo-hinh-tro-choi-o-an-quan-mang-thong-diep-rua-tay-sach-khuan/
[13]-https://laodong.vn/suc-khoe/hon-30000-nguoi-dan-duoc-kham-chua-benh-
tu-chuong-trinh-vi-mot-viet-nam-khoe-manh-hon-1317131.ldo
[14]-https://danviet.vn/day-manh-giao-duc-ve-sinh-rua-tay-voi-xa-phong-cho-
hoc-sinh-nong-thon-mien-nui-20231016163852224.htm
24

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MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS AND FINANCE

Course Title : Online Consumer Behavior

Ho Chi Minh City, April, 2024

Ngày …. tháng …. năm 2024

Chữ kí của giảng viên

6.2. Recommendations .................................................................................... 22

CHAPTER 1. COMPANY OVERVIEW

CHAPTER 2. CONSUMER’S PORTRAIT

Figure 1. Lifebuoy's customer profile

Table 1 Consumers’ portrait

Gender Unisex In some cases, scent needs or skin effects may

For adults, especially those with families, they

Needs - Health and Safety - They want personal healthcare products to

Figure 2. Lifebuoy focuses on children's health

CHAPTER 3. COSUMER NEEDS AND PRODUCT ATTRIBUTES

Figure 3. The LifeBuoy range of products prevents the effects of bacteria.

Affordability: Price sensitivity is an important factor for many consumers.

Figure 4. Full set of Lifebuoy health protection products

Figure 5. New product line with convenient small bag version

CHAPTER 4. ANALYZE CONSUMER BEHAVIOR

Figure 6. Steps of the purchasing decision process

4.1.1. Consumer behavior before purchasing:

4.1.2. Consumer behavior after purchase:

4.2.3. Advertising and Marketing:

Figure 7. Prices of lifebuoy hand sanitizer products

5.1.2.2. Optional product pricing:

Figure 8. Gift when purchasing Lifebuoy hand sanitizer

5.2. Promotion strategy:

5.2.2.2. "Tet Ổn" 2024 campaign

CHAPTER 6. CONCLUSION & RECOMMENDATIONS

- Create promotions based on marketing campaigns.

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