Assignment 2 DAO THIEN NGOs

MARKETI

NG

PROGRA

M

PROPOSA

L

Developing a

new product

Executive

Summary

Marketing

Mix

Market

Development

2013

Contents

Idea and general analysis:...1

Idea:...1

Customer needs and marketplace :...3

Market segmentation and target marketing:...5

Proposition:...6

Marketing mix:...7

Product:...7

Prices :...10

Place...15

Promotion...21

Market Development:...26

Consumer market:...26

Business market...28

International Market : INDONESIA...31

Conclusion...34

Reference:...35

Idea and general analysis:

Idea:

- Situation : Market of oral care products has been keenly competitive with the appearances of many companies from both inside and outside country. Products are various from brands like toothpaste, mouthwashes, dental flosses, chewing gums,… and uses like protect teeth from decay, keep teeth clean and white, bring about fresh breath,… to forms like gels, liquids and flosses. It has made the market be separated into many small pieces, so the core problem is how to take up as many parts as we can.

The main competitors of Close Up - Colgate - has presented new products regularly, it somehow has

impressed and attracted our customer’s attentions to them. In fact, we also isn’t good at this activity when Close Up has only introduced 3 lines: HUONG LOC DE, HUONG BAC HA, LUA BANG without any new brands beside gel toothpaste, so it will be a good choice to create a new brand of product.

to find new ones to satisfy their higher and higher demands. If our competitors bring them new things and create good enough marketing strategy, at least, they will make customers notice or even buy their products. So, we will face problem that can be passed and lose our market share. Therefore, mission has to be done now is to present new products in order to renew our image and satisfy our customers.

Close Up has gone into customers’ minds with image of a product that bring about the freshness and confidences. We need to take full advantage of this by launching more and more products like that to make assertive impressions from customers about our products. Moreover, with the position of a huge company, we are not allowed to be at a standstill but always try to develop our brand name to a new height. The most important

thing to make it come true is to create and lead a new trend, new demand to bring about customers much more superior value in order to expand the target customers and affirm our brand name value.

- Idea : Oral Sprays Close Up THU THACH DAC BIET ( Close Up

Customer needs and marketplace :

- Marketplace: Doing oral cares every day is the essential

demand of every people, so products like toothpaste, mouthwashes, and oral sprays always have markets to be consumed. Furthermore, the population of Vietnam ranks 13rd in the world with nearly 90 millions (2012). It means this is the attractive market with the strong buying power and abundance of consumers.

In recently domestic market, there is no any oral sprays products presented, so we won’t meet any competitors of this product. In addition, Vietnamese has strong innovative thought that always head the innovations. The appearance of a new oral care product like oral sprays which are

different to others such as toothpaste, mouthwash,… will surely be noticed.

- Customer needs : Modern and dynamic life requires

people to communicate a lot in which the confidences role a very important play. Confidences help the conversations easier to be successful, so bring good results to works. However, being completely confident in talking with others isn’t easy for sure. On the one hand, it requires talkers to have good enough skills and knowledge and ability of improvise flexibly. Those factors make the depth and persuasion for the

conversations. On the other hand, perfect looks and sweet-smelling breath are also the core factors that make the confidences, eliminate petty troubles of the talk, impress the

to the conviction of words. Therefore, demands of products that can deodorize food’s smell effectively, provide sweet-smelling for long time is very big, especially people whose works require communicate more, characters of the public, and self-motivated youngers.

Furthermore, Vietnamese nowadays like aromatic product lines very much, for instance, perfume

shampoos, shower creams and body perfumes. So why we don’t think about mouth perfumes! It will surely attract attentions of fashion world, stylish people, fragrance enthusiasts, and innovative youngers.

Understand and meet the requirements of consumers is something that we are completely confident in launching Close Up Special Challenge.

Market segmentation and target marketing:

The market of a country is very large with a lot of

different types of customer. No matter how big the company or how famous a brand, they still can’t satisfy all types of customers. When products disappoint any buyer, its notorieties will spread to many others, so the prestige of company will decrease. Therefore, selecting the customers to whom company want to sell products so that both two sides receive the biggest profits is imperative work to do.

Vietnam has the young population, and group age of 20 to 30 years old occupies high percentage.

So this is a very potential target customers for us to serve. Focusing on these youngers in urban area is wise strategy of Close Up in general and Close Up Special

Challenge in particular. Young people tend to take care of themselves to make impressions to others, express their lifestyles and prefer new things. So, a different product to the traditional ones that attach special importance to

highlighting the breath as Close Up oral sprays fully meets all people of young age’s desires.

showbiz led to the emergences of so many singers, actors, models who were admired by many young fans. The

movements created by them spread rapidly than any advertising programs.

They are public figures, so building icons of themselves is very important, especially when interact with the media and fans, the breath is a notable factor. They need a product not only more confident in communication, but also to show his class. Close Up Special Challenge aims at public figures to earn a source of significant customers; on the other hand, through them, creating movement of using the products for other objects.

Proposition:

Close Up have gone into the minds of consumers as a kind of effective teeth whitening products that bring

freshening breath. However, disadvantages of toothpaste in generally are easy to lose flavor after eating, the scent is not strong and can not be easily used anywhere. The

Close Up Special Challenge is a utility product that deodorize effectively and make breath fresh lasting. Also it may have been seen as a fashion item represents the

customer's personal style.

Marketing mix:

Special Close Up Challenge product will be the first advanced oral spray in Viet

Product:

- Core benefits :

Close Up Special

Challenge satisfies

customers by adding

following outstanding features and uses:

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- Quality :

Quality is the most important factor determining the success of the product. A poor quality products, even though they have built a good marketing

strategy , will soon fail. No customer wants to spray deodorant into his mouth but still no effect after waiting half a day. Furthermore, our target customers are the youth in urban, public figures, people communicate more for work, so the demand is very high quality.

A big brand as UNILEVER (or Close Up) must not only disappoint customers about quality products but also create products with the best

quality. To do this required creating a perfect strategy for quality products. It takes a huge role of team work from the lab, making room and in production process . Department to monitor product quality should be

followed closely and report regularly about the

efficiency of work in those room, at the same time, get feedback from customers regularly to learn more about customer requirements for timely, and adjust quality products that meet customer needs.

product. UNILEVER now mainly imports raw materials from foreign suppliers so we can feel safe in this

regard.

- Expected products:

Name Color Smell Capacit

y Packagin g Label Close Up Special Challenge Premium 1 Light green Classic minty 50ml 75ml 100ml Light green color small box Main ingredients. Manual. Brand name. Close Up Special Challenge Premium 2 Crystal Tropica l flowers Light silver color small box Close Up Special Challenge Premium 3 Light blue

Fruits Light blue color

(Picture for only illustration purposes )

Here are the original products of Close Up Special Challenge. If the market has responded positively to our products, will continue to have the new line be launched. Or in case the consumer is not satisfied with the scents, designs, colors, we will replace them with possible ideas of customers.

Prices :

 Basis for pricing:

When introduced products in the market, setting price for the product is extremely important and the most careful calculations. Set the most reasonable prices to ensure the company:

 Satisfy our customers.

 Guarantee revenue for company.

 Confirm brand value.

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- Value-based pricing:

Close Up Special Challenge is advanced oral spray, giving customers many superior value as high performance and luxury. Furthermore ,it is also products of a major brand such as UNILEVER. So that this product will not have a low price.

- Cost-based value :

Production costs are always issues to take into account when setting prices for products. For Close Up Special

Challenge, production costs will be high due to the following factors:

 Premises: offices, factories, agents.

 Hiring employees.

 Equipment: machines, production lines.

 Transports.

 Materials.

 Advertising costs, promotion sales,…

Value-based

pricing

Cost-based

pricing

Details of costs will not mention here because there should be carefully calculated and agreed. The accounting department will be responsible for this regard.

Fix costs such as initial premises, machines, manufactories, transportations will be calculated as a

monthly fixed costs and be reimbursed for 2 years, while the cost of advertising varies each strategy and the market's reaction.

- Competitors’ strategies and prices:

In recently domestic market, there is no any company that product or distribute oral sprays for officially except some retailers who sell portable goods with negligible

amount and make difficult for trading. So for now, this is not so important factor.

However, the future does not exclude the possibility that there will be competitors appear, and their pricing strategies will be how to overcome us. Therefore, it’s

necessary to build flexible pricing strategy to timely respond to any situation that may occur.

 Pricing strategy of Close Up Special Challenge:

As discussed above, due to the cost of producing large, high-quality products and brand elements;

besides that, our products also first appear on the

market, so should quickly attract customers in order to penetrate and dominate the market as soon as

not lower to reinforce brand values, but not too high to quickly penetrate the market as follows:

Capacity

Name

50ml 75ml 100ml

Wholesa le price Retai l price Wholesa le price Retai l price Wholesa le price Retail price Close Up Special Challenge Premium 1 30,000 40,0 00 50,000 60,00 0 70,000 80,000 Close Up Special Challenge Premium 2 50,000 60,0 00 70,000 80,00 0 90,000 100,00 0 Close Up Special Challenge Premium 3 50,000 60,0 00 70,000 80,00 0 90,000 100,00 0

( Currency: VND )

 Price-Adjustment strategies :

- Discount pricing: 3 months of every year ( which months

can change depend on consumption or promotion activities of that year).

 Down 10% for each bill from 160,000 VND.

- Allowance pricing:

 Discount 7% for distributors whose bills from 50 million VND and pay within 20 days.

 Discount 10% and free transportation costs for

distributors whose bills from 100 million VND and pay within 20 days.

 Price changes strategies:

Price of Close Up Special Challenge will change over time and depend on many factors that make a decision to reduce or increase the product prices, as follows:

 Prices will increase when :

- Good consumption. Customers are satisfied about products

and accept using at higher prices.

Expected increase: 10% for each product.

- Production and advertising costs increase.

Expected increase: depend on the increase of costs.

 Prices will decrease when:

- Consumption falls.

Expected decrease: 15% for each product.

- Customers are satisfied about products but have feedbacks

about the high or improper prices.

Expected decrease: depend on customers’ requirements.

Expected decrease: 15% for each product.

- On special occasions.

Expected decrease: depend on each promotion program.

- Appearances of competitors.

Expected decrease: depend on competitors’ prices.

Place

 Basic of distribution channel:

Distribution channel is a set of independent organizations and individuals and interdependence involved in the process of bringing goods or services from the producer to the final consumer.

A distribution channel do the work of transfer

goods from producers to consumers. They fill the gap in time, space and ownership between the consumer and the product (or service). Members of distribution

channels perform the following key functions:

- Information: Collect the necessary information to plan

marketing and facilitate the exchange of products and services.

- Support: Implement and disseminate persuasive

information about the product in order to attract customers.

- Exposure: Find out and communicate to prospective

- Balance: Format and product distribution needs to adapt to

the needs of the customer. This includes activities such as manufacturing, loading, collection and packaging.

- Negotiations: Trying to reach final agreement on price and

other conditions related to the implementation of the transfer of ownership or rights to use the product.

- Distribution of items: Transportation and inventory of goods. - Funding: Mobilize and allocate necessary funds for storage,

transportation, sale and payment of operating expenses of distribution channels.

- Share the risk :Accept the risks associated with the

operation of the distribution channel.

 Marketing channels of Close Up Special

Challenge:

Str ucture of distribution channels of Close Up Special Challenge

- Indirect channel:

 Organize through distributors outside the company. They have the task of distributing products to

supermarkets, commercial centers, shops.

 Priority selection of distributors has been distributing products of UNILEVER.

 Distribute only to the specified location (there will be a list).

- Direct channel:

Company

Outside wholesaler

s

Super

markets Commercial centers Shops

Customers

Company's wholesaler

s

Company's shops

chain

 Products sold through the company's stores. Shop by companies can directly manage or franchise.

 Products sold through online store.

 Support free home delivery if ordered large quantities or bill from VND 800,000.

 Targets of distribution channel Close Up Special Challenge:

- Increase market coverage. Bringing products to stores,

supermarkets, trade centers in big cities such as Hanoi, Ho Chi Minh City, Da Nang, Can Tho.

- Minimize transportation costs.

- Trained professional staffs, good professional skills.

- Make differences in the distribution system to make good

impressions to customers.

- Create relationship increasingly close to the intermediate

distributions in distribution systems.

- Support and facilitate the distribution middleware to

cooperate and develop.

 Select members of the distribution channel and

support policies:

- Indirect channel:

 Distribution channels for supermarkets : Modern

distribution system of products, includes distributors and supermarkets chain. The system works based on the contract signed between the distributor and

supermarkets.

selling price of the product distribution. The small supermarket will enjoy discount up to 3.5% of the

selling price. The supermarkets must be compulsory in 40% of the total sales in the month for the following month. The coordinator will distribute to each

supermarket through mediated transport.

 Distribution channel for shops: Distribution system specialized products for retail stores outside and inside of the large commercial centers. These stores are

applied support retail policies in order to stimulate products consumption.

Distributors receive trade discount in first year is 6.5% of the selling price and next year is 6% on the selling price. Retail prices no higher than 35% of distributors’. Every 3 close stores will be under the responsibility of 1 company’s staff.

In the first year, the company will support the stores to display products that are also applicable standards if the store sells products for long-term, support products trial programs such as providing product samples and staffs, transportation assistance, extended time payment more than the prescribed time 10 days.

- Direct channel:

 Chain stores of company:

Location: City's major roads, or in commercial centers, supermarkets.

Store layout:

o There are three separate areas for three different products.

o Each region will have personnel introduce products, to help customers to try the product and guide customers how to use them most effectively.

o Products are beautifully and reasonable furnished, around should be the same color tone with the packaging of products.

o There is a system for customers to evaluate the quality of stores, products and service attitude of staffs.

Staffs:

o Professional working style, strong professional skills.

o Serve customers happily, graciously.

o Uniform to match the color of stores and products.

Support and

encouragement policies: o Do not set the specific objectives of sales and revenue.

o Reward money for three stores in the highest revenue of month.

o Reward percentage of revenue for the store is the best assessment.

o Organizing art activities, sports, travel for staffs periodically.

 Online store:

Store’s website content:

o Beautifully presented, highlighting products image.

o Provide sufficient information about the products such as types, sizes, prices.

o Easily search information about products.

o Detailed guidelines to support services such as ordering, delivery and payment.

Policies of online store:

o Price is always lower than the product sold in stores, but the quality of products and services supporting are the same.

o Launch many promotions for this purchase channel development.

o Investing for delivery in a cost-effective but still pleasing customers.

Promotion

Products available in the market if the wants to be widely known , we should develop a comprehensive and and depth promotion

strategy. An effective promotion strategy will help spread images and product information to consumers, to attract attention and increase their chances of being sold; also affirmed the company's reputation.

 Advertisement:

- On TV : Ads on TV is one of the most expensive tools, but

also provide them with the corresponding spread. So if we can product good advertisements, breakthrough ideas and emotions touched, the opportunity to see the product being sold is huge. To achieve the highest efficiency,

advertisements Close Up Special Challenge should be shown on the large TV

VTV1, VTV3, HTV7, HTV9 the "golden time" when the largest number of viewers.

However, TV viewers tend to ignore advertising, because they fell that fuss was interrupted their favorite

Advertisemen

t

promotion

Sale

Public

programs. Thus, although the quality of the clip that is

important but we have to take into account this psychology of the customer.

- On newspapers and magazines: Color advertisements in

major newspapers such as Tuoi Tre, Thanh Nien or popular magazines such as marketing Gia Dinh, Phu Nu, ..., we need to provide full and clear informations , presented beautiful and impressive. However, people often ignore the

newspaper advertisements, so the problem to be addressed here is how to create a strong impression to the reader take away time watching our advertisers. Put impressive title and striking colors are the effective solution.

- On billboards: Placed billboards and images of products at

major roads in the city, in supermarkets and trade centers where there are many shoppers.

- Internet: In the era of digital technology today is through

internet advertising provides very high efficiency, while saving the cost. Our mission is the spread of information and product images on the site or

more major forum for young people, fashion, showbiz as much as possible.

- Each year, there are two big promotions form

before Tet to Valentine's season, and from July to August. Contents:

Down 20% for each bill from 200,000 VND. Down 25% for each bill from 500,000 VND. Gift coupon worth 100,000 VND for

customers who order online from 3 products.

- In first 6 months, there are 3 promotion days on

first, middle and end of each month. Contents: Buy three get one free.

Down 15% for each bill.

Buy two products get one coupon.

- Each 4 months, we organize “ Special Challenge”

event. Contents:

Free products trial.

Gift coupons for 50 first customers. Advise using products properly.

Organize gameshows and reward for the winners.

- For the first time, because we need to enter the

market and attract the attentions of customers, promotional density will be relatively thick. However in the long run, it's not a good idea because it will create psychological awaiting

promotion to customers, badly affect to sales and revenue. Therefore, the arrangement of time

promotions so that it is reasonable should be calculated thoroughly.

- Satisfaction surveys of customers for products

regularly. It is necessary work to do, one side we can assess the quality of products, on the other hand we can better understanding of customer needs for timely corrections. Moreover, this also gives customers the feeling they always get priority and serve attentively.

- Invite a celebrity as a singer, actress, model to

represent our brand.

- Event gathering of customers using the product,

let them speak their thoughts about the product. This gives the truest sense of the customer and unused.

 Direct Marketing:

- Get information of patrons such as mail, phone

numbers, addresses to send information about new products and other support services.

- Give special membership card for loyal customers. - Established club fragrance so that customers can

share with each other about favorite scents, experience using the products.

The first big campaign

( Challenge for idols).

 Contents:

- Bringing products to famous singers, actors use,

and require that they must use them regularly when contact with the fans or the media.

- Intriguing for fans about a product is used by

- Create rumours about premium products are

popularly used by artists and upcoming on the markets. Combined with mysterious articles, advertisements on the internet, television, newspapers and magazines.

- Organizing a big event gathered the stars and

reveal the mystery product.

 Goals :

- Create strong impression about the product to

customers.

- Construction images of luxury and high-class

product.

- Bringing products penetrate the market as quick

as possible.

Market Development:

Consumer market:

Consumer market for goods and services is for personal consumption. It is the last market that economic activities are

organized to serve it. When analyzing a consumer market needs to know clients, objects, and goals of the buyers, the organization works, the purchase period and the retailer.

The process of receiving a new productsof customers undergo several stages. Understanding the stages that make us come up with appropriate policy for each stage to ensure that the product is

- Awareness: At this stage, the customers only

have vague concept or not even know anything about the product. Our work is to spread

information and images about the product as much as possible through advertising tools.

Advertising density should not be too thick which is important to create a strong impression and curious.

- Interest: When customers start has been

impressive and need better understanding about the product, we need to step up the promotion of the product to make that interests up .

- Evaluation: After paying attention to our

products, customers began to make their own assessment and comparison with the products of other brands. We must remove the negative

reviews and add more positive assessment of the consumer's mind, and prove to customers that our

Awarene

products bring exceptional value compared to competitors.

- Trial: Customers wishing to try the product

sample before buying or using the product for first time before deciding whether to use the product for long-term or not . So the quality of products and support services always need to improve more and more to be perfect. Close Up Special Challenge with high quality and care and advice service to customers confident that customers will want to use products for many times.

- Adoption: This is the stage that customers have

used our products and satisfied with the product quality. What we need to do at this stage is how to retain long-term customers. There is no better solution is to continue to improve the quality and design of the product, while a policy priority for the longtime customers as gifts, coupons,

gratitude on special occasions .

Business market

Business markets involve sales and purchases of goods and services to various businesses, governments and market

intermediaries to facilitate the finished product which is generally then re-sold to an end user

.

Business market buys goods and services in order to

 Target customers of Close Up Special Challenge of business market:

- Businesses have demand of products for their

employees to use.

- Companies want to purchase products as gifts or

promotional gifts with their own products.

- The travel company wishing to purchase products

as gifts for guests.

- Hotels and motels buy accessories products

placed in rooms for customers wishing to use.

Markets businesses have a number of characteristics in contrast to the consumer market.The change in strategy of Close Up Special challenge were scrutinized based on the unique

characteristics of business market , includes: - Contain fewer but larger buyers.

- Business buyers demand is derived from final consumers demand.

- Demand in many business markets is more inelastic – not affected as much in the short run by price change.

- Demand in business markets fluctuates more, and more quickly.

 Changes in the marketing mix strategies to adapt

to business market:

 Price: Because businesses often buy in large

quantities, we will set up the pack orders; and have discount policies for these packages, as follows:

- Flexible orders (the order is not fixed with any

- Short-term fixed orders (order with a fixed amount

each month, from three to six months): reduce 7% than the market prices.

- Long-term fixed orders (order with a fixed amount

each month, from 7 months above): reduce 10% than the market prices.

 Distribution channels:

Enterprises want to buy products will order through two channels: dealers and online shop.

- Dealers: Send orders directly to the dealers. - Online shop: Set up a section for businesses to

order. After that, the orders will be treated and moved to dealers.

 Promotion:

- Send open letters for businesses located in the

target customers table with contents of:

Benefits of products for businesses. Features and superiority functions of products.

The preferential policies and promotions for businesses.

- When receiving feedback or interest from

businesses, we will send salespeople to offer specific and provide product trial.

- For businesses order large quantities and for

long term, we will have greater incentives to retain them, such as:

Give more products.

International Market : INDONESIA

Time to expand into international markets:

Penetrating foreign markets as an opportunity to expand the market for products, increasing sales, creating brand reputation, and from there back to solidify brand reputation in domestic market. However, without careful calculations, the company will make

additional burden of having to develop at the same time in multiple markets, both a costly and uncertain to succeed. Close Up Special Challenge will penetrate foreign markets if the achievements gained in the domestic market.

 Occupy over 60% market share of Oral Sprays in year 4th as from appearing.

 Setting up the system stores, dealers nationwide.

 Annual sales of the product reached VND 150 billion.

Market potential of Indonesia :

Most populous countries in the ASEAN region with 250 million people (2012) with GDP per capita is USD 3,500 (2012).

More than one quarter of the population with incomes over 330 dollars per month, less than China and Thailand, but higher than India and Vietnam. Its means this market has large consumption, especial personal care products.

Economy is growing rapidly, and is considered the largest economy of ASEAN with GDP of 2012 is about USD 826.6 billions.

Imports of goods from overseas because domestic production has not developed.

 Price:

The price will increase due to the costs of transporting to and from the import taxes policies. However, due to penetration into the market, prices will not be too high, we will have to accept lower profits or even losses during this period.

 Place:

We will find a joint venture to distribute the products, and this company must have reputation in the domestic market, market insight and has experience in distributing imported products. After the goods are imported from Vietnam, this company is responsible for finding and distributing products to dealers.

 Promotion:

- Advertisement:

Advertising on TV

Post introductory article about the product in newspapers and magazines such as The Jakarta Globe, Tempo, ...

Products from Vietnam

Joint Venture

Dealers

- Sale promotion:

Organisation for customers to try the product at places such as parks, supermarkets, shopping centers.

Give coupons for 100 customers participating introduction event. Buy 3 products will be discounted 20%.

These are major changes in the Marketing strategy, in addition we will implement some policies proposed in Vietnam.

Conclusion

As Peter Drucker said, “The enterprise has two functions, and only two alone: marketing and innovation. Marketing and innovation

produce results. Other things rest are just the cost ". Product innovation is always right direction of any company want to be

successful. New products can be viewed as survival weapons of any company in the fiercely competitive market today. The launch of innovative products and create new trends such Close Up Special Challenge is an essential step to raise the level of brand Close Up. However, to make the products to be viable on the market and conquer the customer are indispensable of an effective marketing strategy. Good marketing strategy can help new products quickly penetrate and dominate markets.

Reference:

- Kotler,P., Armstrong,G., Ang,S.W., Leong,S.M., Tan,C.T, and

Hon-Ming,O., 2009. Principles of Marketing: A Global Perspective. 12th edition. Malaysia: Prentice Hall.

- Smallbizconnect. What is Marketing?. Available from: http://toolkit.smallbiz.nsw.gov.au/part/1/1/5.

- Wikipedia, 2013. Kinh tế Indonesia. Available from:

http://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_Indonesia [ Accessed 9 March 2013].

- Huong, L., 2013. Indonesia - nền kinh tế năng động nhất

http://www.toquoc.vn/Sites/vi-nang-dong-nhat-dong-nam-a-.aspx [ Accessed 15 February 2013].

- Anh, L., 2012. Indonesia, nền kinh tế lớn nhất Đông Nam Á.

Available from: http://nhavietusa.com/2012/05/30/indonesia-nen-kinh-te-lon-nhat-dong-nam-a/ [ Accessed 30 May 2012].