P/S Marketing Presentation

Lecture: Dr. My Sinh Nguyen

MARKETING PRINCIPLE- MKTG1205
Nguyen thi ngoc tram-s3863964
 AGENDA
1 Introduction 2 Marketing environment/
SWOT analysis

Current Marketing Mix

3 Customer-driven marketing 4
Strategy

5 Marketing plans/ objectives

COMPANY
History: Founded in 1975 when
Hynos & Kolperlon combined into
Phong Lan toothpaste but they were
not able to sell their product, they
+
decided to change name to P/S (an
import toothpaste store in company
storage).

Misson statement: To improve the

oral health, prevent dental disease
for consumer to have a confident
smile.

SLOGAN: Protect Vietnam’s smile

 Product
Function: Promotes oral health
by cleaning teeth, preventing
cavities, and combating bad
breath.
Features: Fluoride, anti-cavity,
anti-gingivitis, whitening,
sensitivity protection, and
tartar control.
Design: Convenient squeeze
tube packaging, various sizes,
and flavors.
Brand Awareness: High brand
recognition and trust in
Vietnam, with a strong
distribution network and
advertising campaigns
Suppliers
HORECO - Unilever
distributor is one of the
largest and reputable
consumer goods
distributors in the city.
Ho Chi Minh. HORECO
is confident in providing
customers with genuine
products at the best
prices.
Marketing Intermediates

In Viet Nam: Can be easily found in local

stores, supermarkets and convenience stores.
Technological
Research to develop
products that are less
harmful to the environment.
Colgate expected in 2025,
100% of its packaging will
be recycled and reusable.

POLITICAL
P/S cooperate with Operation
Smiles-An International surgeon for
smiles. More than 12 millions
children under 12 who have dental
problem are now smiling with
confident.
 Cultural
Vietnamese are lack of
dental protection, low
awareness on dental
product and its benefit.

Table of figures of people in Vietnam have % dental problems (in

percentage)

Competitor
The leading position of P/S with
65% of toothpaste market share in
Vietnam whereas Colgate position
themselves with 25% in the market
share.
What
is P/S
SWOT?
- Strong brand recognition and trust
- Have the support from Unilever
include modern technology in supply
chain.
- Cheap labor
- Growing awareness of oral hygiene
in Vietnam
- High potential market
- Intense competition from both local
and international brands
- Employees capacity, ability
- High competition market
- Economic instability affecting
consumer purchasing power
 Segment Demographic Psychological Behavior
Characteristic Characteristic Characteristic

Children - Age: 3 - 12 - Depeding on - Frequency:

- Gender: All parent's daily.
- Income: Not purchusing. - Parentally
available depentdent.
Customer-driven -Rarely care
about hygine.

marketing strategy - Various flavor

preferences

Teenagers - Age: 15 - 1 8 - Financially - Frequency: daily

- Gender: all - Dependent - Potential users
SEGMENTATION - Income: Not
available or
- More
awareness about
hardly own dental care

Adults - Age: O v e r 1 8 - Serious health - Frequency: daily

- Gender: all consciousness - Heavy users
- Income: Lower - Loyal
to Middle class - Considering
more about
other features
TARGET
MARKET
Product Price

P/S

Promotion Place
POSITION MAP
 Pricing
• Competition pricing-based:
In the oral health competitor: PS, Sensodyne, Closeup,...
PS - 36.900 VND/230gr (Baking soda flavor)
Colgate – 37.900 VND/ 180gr (Matcha flavor- Max fresh)
• Product price-lining:
P/s responsibility is to establish perceived
differences in quality that justify price
differences.
E-commerce
Website
E.g: Shopee, Tiki MARKETING
or Lazada

Indirect
Retailers:
Eg: Big C, Co.op Mart,
Winmart