Qualification

Unit Code / Unit number and title

Pearson BTEC Level 5 HND Diploma in

Business (Accountng)

F/601/0556/QCF Level 5
Unit 4 Marketing Principles

Student name / BTEC Registration Number

(V) Pham Phuong Anh

(E) Kate
Date issued

F07-004

Assessor name

Doti Chee

Hand in deadline

Assignment title

Submitted on

MKT1: Unilever (1 of 2)

In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.

Learnin
g
Outcom
e

LO1

Learning
outcome

Understand
the concept
and process
of marketing

Assess
ment
Criteria
1.1

1.2

2.1

LO2

Be able to
use the
concepts of
segmentatio
n, targeting
and
positioning

2.2

2.3

2.4

2.5

In this assessment
you will have the
opportunity to
present evidence

Explain the various

elements of the marketing
process
Evaluate the benefits and
costs of a marketing
orientation for a selected
organisation
Show macro and micro
environmental factors
which influence marketing
decisions
Propose segmentation
criteria to be used for
products in different
markets
Choose a targeting
strategy for a selected
product/service
Demonstrate how buyer
behaviour affects
marketing activities in
different buying situations
Propose new positioning
for a selected
product/service

Tas
k
no.
1

Evidence
(Page no)

Student declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced any sources
used in the work. I understand that false declaration is a form of malpractice.

Student signature:

Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in
order to achieve the following MERIT and DISTINCTION grades
Grade Descriptor
M1 Identify and apply
strategies to find
appropriate solutions

Indicative characteristic/s
Effective judgements have been
made

Contextualisation
To achieve M1, you will make effective
judgements to explain the various elements of
the marketing process such as marketing
audit; integrated marketing; environmental
analysis; SWOT analysis; marketing
objectives; constraints; options; plans to
include target markets and marketing mix;
scope of marketing for Unilever
(Task 1)

M2 Select / design and

apply appropriate
methods / techniques

Relevant theories and techniques

have been applied

To achieve M2, you would have shown the use

of PESTLE and Porter 5 forces or other
theories and techniques to show macro and
micro environmental factors which influence
marketing decisions
(Task 2)

M3 Present and
communicate
appropriate findings

D1 Use critical
reflection to evaluate
own work and justify
valid conclusions

Conclusions have been arrived at

through synthesis of ideas and
have been justified

To achieve D1, you will have drawn

conclusions through synthesis of ideas and
have been justified to choose a targeting
strategy for a personal care product
(Task 2)

D2 Take responsibility
for managing and
organising activities
D3 Demonstrate
convergent / lateral /
creative thinking

Assignment Brief

Qualification

Pearson BTEC Level 5 HND Diploma in Business

(Accounting)

Unit number and title

Unit 4: Marketing Principles

Assessor name

Doti Chee

Date issued
Hand in deadline

Assignment title

MKT1: Unilever (1 of 2)

Scenario

Unilever is one of the worlds leading multinational companies specializing in food, home, personal care products.
Unilever is now operating in over 150 countries and territories in the world. Its commitment is to improve quality of
life for people around the world through its high quality products & services.
Started its operation in Vietnam in 1995, Unilever has invested more than US$300 million in Vietnam with a
modern manufacture site in Cu Chi Industrial Zone. Through an extensive network of 150 distributors & 200.000
retailers, Unilever creates 1.500 direct jobs and 10.000 indirect jobs who work in its third parties, suppliers and
distributors.
To date, many of Unilevers brands such as OMO, P/S, Clear, Ponds Knorr, Lifebuoy, Sunsilk, VIM, Lipton,
Sunlight, VISO, Rexona, etc, have become familiar household names in each Vietnamese family. As estimated,
over 30 million consumers use Unilevers products every day, this contributes to improve their living conditions,
health and hygiene.
With average double-digit annual growth rate over the last 17 years, Unilever Vietnam has become of the most
successful foreign invested investor in Vietnam. In April 2010, Unilever Vietnam was honoured by the State
President with the First Labour Medal for its excellent business performance and meaningful contribution to
Vietnams socio-economic development.
Unilever Vietnam is proud of being a companion in the life of every Vietnamese not only through its products but
also its deepest concern to environment and community. Unilver Vietnam believes that corporate social
responsibility is an integral part of business activities and a key to sustainable development. Unilever and its
brands have implemented a lot of social and community programmes such as P/S protects Vietnamese smile,
hand washing with soap for a healthier Vietnam, OMO builds playground for kids, VIM toilet cleaning, micro
financing for poor women, etc.
These programmes have become typical examples of an effective public-private partnership that contribute to
improve Vietnamese lives. Through Unilever Vietnam Foundation (UVF), Unilever Vietnam has invested VND72
billion per year in social-community programmes under strategic partnerships with relevant government agencies
which focus on 5 main areas: health & hygiene with Ministry of Health, education & children development with
Ministry of Education and Training, women empowerment with Vietnams women Union, sustainable material
development with Ministry of Agriculture and Rural Development, water saving with Ministry of Natural Resource
and Environment.
In 2010, Unilever global launched its Unilever Sustainable Living Plan (USLP) with objective of doubling the size of
business growth & halving significantly environmental impact, enhancing positive impact on society and
community. USLP is Unilevers key business model that helps Unilever and its brands to grow sustainably. In
Vietnam, Unilevers successful business, high responsibilities to the community and environment will be the solid
foundation for Unilever to realize its commitments to USLP. Unilever Vietnam commits to work closely with
consumers, in partnership with the Vietnamese Government, partners, customers and suppliers to successful carry

out USLP and to reach the final goal: Becoming the most admired company, making Vietnamese lives better
The following companies are the major competitors of Unilever:
Colgate-Palmolive Company

The Procter & Gamble Company

Johnson & Johnson

The Clorox Company

Kao Corporation

Danone

L'Oreal S.A.

Nestle SA

Shiseido Company, Limited

Mondelez International, Inc.

Beiersdorf AG

Kraft Foods Group, Inc.

Marico Limited

The Hillshire Brands Company

Reckitt Benckiser Group plc

Your assignment:
You are a member of the market analysis team reporting to the Product Manager for Unilever. You are asked to
look into the product range marketing aspects (choose one selected product segment i.e. Personal Care).
Unilevers Personal Care products include:

Visit Websites:
http://en.vbcsd.vn/detail.asp?id=574
https://www.unilever.com.vn/
Task 1 (LO 1: 1.1, 1.2 and M1)
You have been asked to write a report to the Product Manager, Unilever to show him your understanding of the
concept and process of marketing by explaining the various elements of the marketing process and evaluating the
benefits and costs (you may assume relevant quantitative figures) of a marketing orientation for Unilever.
To achieve M1, you will make effective judgements to explain the various elements of the marketing process such
as marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives;
constraints; options; plans to include target markets and marketing mix; scope of marketing for Unilever.

Task 2 (LO 2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, D1)
Also make a report to the Product Manager to show the macro and micro environmental factors which influence
marketing decisions; to propose segmentation criteria in different markets; to choose a targeting strategy for a
selected product/service; to demonstrate how buyer behaviour affects marketing activities in different buying
situations; to propose new positioning for a selected product/service.
To achieve M2, you would have shown the use of PESTLE and Porter 5 forces or other theories and techniques to
show macro and micro environmental factors which influence marketing decisions
To achieve D1, you will have drawn conclusions through synthesis of ideas and have been justified to choose a
targeting strategy for a personal care product.
Evidence
checklist

Summary of evidence required by student

Evidence presented

Task 1

Write a report to show your understanding of the

concept and process of marketing

Report

Task 2

A report on the use the concepts of segmentation,

targeting and positioning

Report

PRESENTATION
1. The assignment should have a cover page that includes the assignment
title, assignment number, course title, module title, Lecturer/tutor name
and students name. Attach all the pages of assignment brief/achievement
summary with your report and leave them blank for official use.
2. Ensure that authenticity declaration has been signed.
3. This is an individual assignment.
4. Content sheet with a list of all headings and page numbers.
5. A fully typed up professionally presented report document. Use 12 point
Arial or Times New Roman script.
6. Your assignment should be word-processed and should not exceed 2,500
words in length.
7. Use the Harvard referencing system.
8. Exhibits/appendices are outside this limit.
9. The assignment should contain a list of any references used in the report.
NOTES TO STUDENTS FOR SUMMISSION

Check carefully the submission date and the instructions given with the
assignment. Late assignments will not be accepted.

Ensure that you give yourself enough time to complete the assignment by
the due date.

Do not leave things such as printing to the last minute excuses of this
nature will not be accepted for failure to hand-in the work on time.

You must take responsibility for managing your own time effectively.

If you are unable to hand in your assignment on time and have valid
reasons such as illness, you may apply (in writing) for an extension.

Failure to achieve a PASS grade will results in a REFERRAL grade being

given.

Take great care that if you use other peoples work or ideas in your
assignment, you properly reference them in your text and any
bibliography.

NOTE: If you are caught plagiarizing, the University policies and

procedures will apply.

Achievement Summary
Qualificatio
n

Pearson BTEC Level 5 HND

Diploma in Business
(Accounting)

Assessor
name

Doti Chee

Unit
Student
Number and Unit 4 Marketing Principles
name
title
Criteria
To achieve the criteria the evidence must show
Referenc
that the student is able to:
e
LO 1
1.1

Explain the various elements of the marketing process

1.2

Evaluate the benefits and costs of a marketing orientation

for a selected organisation

Achieved
?
(tick)

LO 2
2.1

Show macro and micro environmental factors which

influence marketing decisions

2.2

Propose segmentation criteria to be used for products in

different markets

2.3

Choose a targeting strategy for a selected product/service

2.4

Demonstrate how buyer behaviour affects marketing

activities in different buying situations

2.5

Propose new positioning for a selected product/service

Higher Grade achievements (where applicable)

Grade descriptor

Achieved
?
(tick)

Grade descriptor

M1: Identify and apply

strategies to find appropriate
solutions

D1: Use critical

reflection to evaluate
own work and justify
valid conclusions

M2: Select/design and apply

appropriate
methods/techniques

D2: Take
responsibility for
managing and
organising activities

M3: Present and communicate

appropriate findings

D3: Demonstrate
convergent/lateral
/creative thinking

Achieved
?
(tick)

Assignment Feedback
Formative Feedback: Assessor to Student
Put in more effort in your studies
Cite your references
More effective judgments to achieve M1 in task 1
More relevant theories and techniques to achieve M2 in task 2
Conclusions have been arrived at through synthesis of ideas and have been
justified to achieve D1 in task 2

Action Plan

Summative feedback
Youve referral passed all outcomes
Youve referral outcome 1.1 1.2 2.1 2.2 2.3 2.4 2.5
Feedback: Student to Assessor

Assessor
Signature

Doti Chee

Student
Signature

Date
Date

FOR INTERNAL USE ONLY

VERIFIED

YES

NO

DATE

:..

VERIFIED BY :
NAME

/ 9 / 2016

Marketing Principles
Sunsilk in Vietnam
Student name:
Phm Phng Anh ( Kate)
Class: F07
Lecture name: Ms. Doti Chee.

Table of Content

Table of Contents.........................................................................................................10
Introduction.............................................................................................................11
1.1 Explain the various elements of the marketing process for Unilever................12
1.1.1 Elements of the marketing process............................................................12
1.1.2c Market segmentation...........................................................................13
1.1.2d Internal environment...........................................................................13
1.1.2e External environment..........................................................................15
1.1.3 Marketing strategy................................................................................16
1.1.3a Porters Competitive Strategies (Five Forces)....................................16
1.1.3b Poters Generic Competitive Strategies..............................................17
1.1.3c Ansoffs Growth Matrix......................................................................17
1.2 Evaluate the benefits and costs of a marketing orientation of Sunsilk in
Vietnam...................................................................................................................18
2.1.2b SWOT analysis (Strengths, Weaknesses).............................................20
2.1.3 The macro-environment factors and its influences.................................21
2.1.3a The macro-environment factors (PESTLE factors)...............................21
2.1.3b SWOT analysis (Opportunities & Threats)...........................................22
2.2 Propose segmentation criteria to be used for products in different market.......23
2.2.1 Segmenting customer market (B2C).......................................................23
2.2.1a Choice of market segmentation.............................................................23
2.2.2c Benefits of market segmentation...........................................................24
2.2.3: Segmentation industrial market (B2B)..................................................25
2.2.3a Choice of market segmentation.............................................................25
2.3.1 Main grounds of Concentrated (Niche) Marketing for Sunsilk in B2B and
B2C market.........................................................................................................26

2.3.3 Sunsilks targeting strategy meets considerations for B2B and B2C market
............................................................................................................................27
2.3.4 Sunsilks targeting Strategy covers B2B and B2C....................................28
2.4.1a Five stages of consumer buying behavior................................................28
2.5.4 New Perceptual Mapping for Sunsilk........................................................32
References....................................................................................................................34

Introduction
Unilever is one of the worlds leading multinational companies specializing in food,
home, personal care products. Unilever is now operating in over 150 countries and
territories in the world. Its commitment is to improve quality of life for people around
the world through its high quality products & services. Sunsilk shampoo is one of
Unilevers brand was introduced in 1954 in the Uk, available in most global countries,
it is known as Sedal in Spanish-speaking Latin American countries, Seda in Brazil
and Elidor in Turkey. In this research will follow this part:

Explain the various elements of the marketing process for Unilever

Evaluate the benefits and costs of a marketing orientation for Sunsilk
Show macro and micro environmental factors which influence marketing
decisions of Sunsilk

Propose segmentation criteria to be used for Sunsilk in different markets

Choose a targeting strategy for Sunsilk
Demonstrate how buyer behaviour affects Sunsilks marketing activities
different buying situations
Propose new positioning for Sunsilk

1.1 Explain the various elements of the marketing process for Unilever
1.1.1 Elements of the marketing process
Elements of the marketing process (Thomas Murcko, 2013):

in

M a rke tin g
p ro c e s s
S itu a tio n a n a ly s is
M a rke tin g
s tra te g y
M a rke tin g d e c is io n
Im p le m e n ta tio n a n d
c o n tro l

Figure 1: Marketing process

1.1.2 Situation Analysis:
1.1.2a Vision, mission and objectives

Unilevers vision is to make sustainable living commonplace. We believe this

is the best long-term way for our business to grow.

Unileversmission:We are a successful, growing, sustainable business. We

will work to create a better future everyday. We will help people look good,
feel good and get more out of life with brands and services that are good for
them and for others. We will inspire people to take small everyday actions that
can add up to a big difference for the world. We will develop new ways of
doing business that will allow us to double the size of our company while
reducing our environmental impact.

Unilevers objective:
Increase sales (turnover)
Increase market share competitors (Procter & Gamble, Nestl, Kraft

Foods, Mars Incorporated, Reckitt Benckiser)

Increase share price (two share prices Unilever NV and Unilever plc)
Increase profits
Be socially responsible i.e. ethical e.g. sustainability
Expand into overseas markets
1.1.2b Sunsilks broad trends

Sunsilk will be distributed across Vietnam market. This helps Sunsilk focus on
potential segmentation and avoids wasteful expenditures. Sunsilk can reduce
costs and earns more profit.
1.1.2c Market segmentation
Marketing strategy focuses on Sunsilks activities in relation to its markets.
The marketing strategy should involve:
Segmentation
Targeting strategy
Positioning
1.1.2d Internal environment

Micro environment: Including employees, suppliers, customers, shareholder,

competitor, media are called stakeholders. Meover, internal factors of a
company can be identified by Five Ms framework like men, money,
machinery, materials and markets. It helps Unilever analyze, enhance
management and seize the opportunities in the future.

Men
Men

Markets
Markets

Money
Money

Material
Material
s
s

Machiret
Machiret
y
y

Figure 2: Five Ms Model

Five Ms

Men

Unilever has more than 168.000 workers. The ability to

work of staff bring benefit to Unilever and they also get
benefits.

Money

Unilever has strong capital with -53.3 billion turnover

in 2015. The substantial financial resources can help
company develop better

Machinery

Unilever has opened many factories around the world,

one of them is Unilever Vietnams Cu Chi factory which
is covering 12.5 hactares in Cu Chi North West
Industrial Zone.

Materials

Unilever buy raw materials from thousands of sources

to supply Unilevers factories based in more than 100
countries. They have conducted in-depth reviews of
their suppliers and the supply chain and have not
identified any conflict minerals from the relevant
countries that are reportable under applicable law for
2014. (Unilever, 2016)

Market

Sunsilk had a distribution system their products at many

countries as US, Korea, UK, Malaysia, VietNam, and so
on.

SWOT analysis: The company can manage and control strategies by

Strengths and Weaknesses
Strengths

Weaknesses

The advantages of company can help them Barriers to the implementation of policies and
achieve their goal and smart strategy to attract tasks like limit product benefits or advertising.
consumers.
Table 1: SWOT analysis for Internal situation.
1.1.2e External environment

Macro environment: are all the states, elements surrounding and influence on
company including the following factors: Political, Economic, Social,
Technological, Legal and Environmental is called PESTLE, for example in
Unilever:

 Political: Allowing Sunsilk sells product ( Sunsilk co-creations) on the market.

Economic: Sunsilk expand activity in the market like in Vietnam
Social: Consumers prefer to use product high quality, not harmful to the
environment, Sunsilk enhance line new product to meet this demand
Technological: Success in the application and use high and modern technology
to create the product
Legal: Sunsilk must follow the laws in Vietnam
Environmental: Sunsilk should improve the products which friendly with the
environment.

SWOT analysis: The company can manage and control strategies by

Opportunities and Threats
Opportunities

Threats

Advantages were created from the market Risks

and

difficulties

caused

and the demand of society like the disadvantages from market like rivals.
increasing standard of living, demand's
consumers

increase,

create

many

opportunities to increase sales.

Table 2: SWOT analysis for External situation.

1.1.3 Marketing strategy.

1.1.3a Porters Competitive Strategies (Five Forces)

Five forces influence the direct environment of the company. Sunsilk finds out
and exploits these strategies to remove their disadvantages and to stand out
from rivals.

Figure 4: Porters Competitive Strategies (Five Forces)

Bargaining power of

The bargaining power of suppliers is low because Unilever

suppliers

can buy raw materials from thousands of sources to supply

Unilevers factories based in more than 100 countries
(Unilever, 2016).

Bargaining power of

With the growth of Hair care usage combine with the rapid

buyers

changing and competitive hair care industry market,

Sunsilk must provide consumer with products that are
attractive and have high quality

Threat of new entry

Sunsilk is the most popular shampoo in Vietnam market.

Therefore, this is very difficult for a new entry if they want
to bring down a giant like Sunsilk in the hair care market.

Competition form

There are no products can replace a shampoo.

substitutes
Competition form

Heads & Shoulders has always been rival to Sunsilk. Even

rivalries

Sunsilk products are more popular than Heads & Shoulders

and they have a larger market share but Heads & Shoulders
is cheaper than to them.
Table 5: Porter five forces

1.1.3b Poters Generic Competitive Strategies

Figure 5: Poters Generic Competitive Strategies

Sunsilk researches and harnesses these strategies to bring the most suitable
line new product and cost saving in Vietnam market.

1.1.3c Ansoffs Growth Matrix

Sunsilk co-creations has been new products in Vietnam market because

Sunsilk expands market share to penetrate easily into Vietnam market and use
these strategies to develop the shampoo to suit with Vietnam consumers
demand.

Figure 6: Ansoffs Growth Matrix

1.1.4 Marketing mix decision.
The company's marketing plan was based on the criteria of 7PS:
Product: Differentiate, production, etc.

 Price: Pricing decision

Place: Distribution and retailer contract
Promotion: Develop a promotion campaign
People: Employees, distributors, retailers and media personnel
Process: Central operations and channel development
Physical Evidence: Logo and design
Helping Unilever unify promptly and responses to changes in Vietnam market.
1.1.5 Implementation & Control
Marketing process helps Unilever orientate marketing strategies, analysis the
attractiveness and the positioning of shampoo Sunsilk co-creations in Vietnam market.
The marketing decisions has been made and the product has been launch. The status
of the market and the result of the marketing decisions should be monitored closely
and adapt with changes if required.
1.2 Evaluate the benefits and costs of a marketing orientation of Sunsilk in
Vietnam.
Social
marketing
concept
Product

Action plain/ Strategies

Sunsilk needs to release

new product every year to
compete with their
competitors and satisfy the
needs of the customers or

Cost

Research the market

Develop the quality of

Benefit

Evaluate

Satisfy the demand of

Benefit

customer

is better

product that fit the

Stay up-to-date with

needs of customer

the always changing

than cost

hair care market

they will fall behind in the

market
Promotion

Sunsilk needs to introduce

Cost in advertising

the product to the

campaign and press

customers or they will not

conference

have any idea of what

Sunsilk is selling or is it

Attract customers
Introduce new product
to the market

Benefit
is better
than cost

good for them

Customer

Having a good customer

Expenses on after sale

Ensure the customers

Benefit

care

service make the customer

services like delivery

satisfaction

is better

happy with the purchase

and getting feedback

and will want to buy again

from customers, etc.

Gain customers

than cost

loyalty

Cost of training
employees
Social

Sunsilk need to care for

Cost in creating and

contribution

the socials well-being as

attending social events image to the society

well. The benefit is not

only to promote the
company but also to
protect the environment

Promote Sunsilk good

Cost in development

Reduce the harms

of a safe product that

done to the

emit less harmful

enviroment

sustain

Figure 3: Costs and benefits of marketing orientation

Overall, there is a high cost to promote societal marketing. However, there are
significant benefits from it, not only profitable but also safe for the environmental and
considering Sunsilk is a well-known company with large capital, it will be easier to
archive.

2.1 Show macro and micro environmental factors which influence marketing
decisions for Sunsilk in Vietnam.
2.1.1 Micro environmental factors.

Cost

is

better
than the
benefit

Manager

Managers in Vietnam is well-trained and is familiar with the

market in Vietnam

Customer

Good customer base and a well-known name.

Consumer in Vietnam have low income so the company must
reduce the production cost and the product cost to meet the
income of the consumers

Communitie

Sunsilk influences in the media is much more than the

competitors (Heads & Shoulders, Garnier Fructis) and always

stayed away from scandal.
Table 4: Micro environmental factors
2.1.2b SWOT analysis (Strengths, Weaknesses)
Strengths

Weaknesses

Large company, have many employees

and well trained. Especially cheap

labour in Vietnam
Famous brand

Cheap labor will take time because

there is no training expertise.

Income of customers is quite low =>
need to consider about price.

Table 6: SWOT analysis

2.1.3 The macro-environment factors and its influences

2.1.3a The macro-environment factors (PESTLE factors)
Area being

Factor

Notes

Influence on marketing decision

review
Political

Wars and

Vietnam is having conflict with

This may has some impact to

conflict

China (nationalinterest, 2016)

Sunsilk. Sunsilk need to consider

about their advertising. For
example, Sunsilk may not invite
Chinese actors to advertised

Sunsilk in Vietnam market.

Government

Vietnam government encourage

This could allow Sunsilk to invest

policies

foreign investment by reducing

more in Vietnam in the future

corporation tax (Anon., 2013)

Economic
Exchange
rates

The VND value is fairly low

It would take less capital on salary

compare with USD

for employees in Vietnam

(hochiminhcityhighlights, 2015)

Disposable

Vietnams GDP is increasing

High disposable income enable

income

means more disposable income

consumer to buy more products.

Company should advertise more in
order to attract customers to buy
products

Social

Cultural

The Vietnamese like to wash hair

Sunsilk should create new shampoo

by Bo Ket leaves (lamsao, 2016)

has Bo Ket leaves to meet the need

of customers.

Demographics

Almost users of Sunsilk are Sunsilk should focus on the design

female

Technology

Internet

and marketing to fit the gender

Nowadays, Internet becomes very This is an opportunity for Sunsilk

popular because it can easy to because they can introduce their
communicate and bring a lot of products easily and less costly.
convenient for the customer

Sunsilk should improve promotion

in electronic media.

Legal

Tax

Ethical

Honest

Company has pay the corporation

Sunsilk has set a price which

tax based on their profit

suitable with the tax rate

The honest will be affect to the Sunsilk should show the true view
image of the company. Company and real function in order to has
with cheating advertising will lose good image to customers
the trust form customers

Table 7: The macro-environment factors (PESTLE factors)

2.1.3b SWOT analysis (Opportunities & Threats)
Opportunities

Threats

Vietnam government encourage

Vietnam tax rates is high (25% in

global investment in its country

Corporation tax is going to reduce

2013)
No clear and detailed law on the

in the future
Sunsilk Co-Creations Partnering
with 7 of the worlds best hair
experts for new and improved

environment, could lose money if

sued
Competition from in-house brands
like Clear, Clinic Plus

products
2.1.4 How the macro and micro environmental factors in Vietnam which
influence Sunsilks marketing decisions.
Sunsilk has pluses and minuses that can affect marketing decisions. Develop the
quality of products that will attract female customers and focus the promotion on
them. Due to powerful financial resources, Sunsilk can invest in research and
modification design, colors, price by automatic production line. Consider the price of
the product because most of user in Vietnam is on low salary. The tax rate will be
decreased in the future means that Sunsilk can invest more in Vietnam and Sunsilk
need to beware of other companies like Heads & Shoulders, Garnier Fructis, and so
on.

2.2 Propose segmentation criteria to be used for Sunsilk in different market

2.2.1 Segmenting customer market (B2C).
2.2.1a Choice of market segmentation

We chose demographic segmentation, gender in specific. We divided the

market in to these segments:

Male
Female

Gender users

HCM city

24%

Ha Noi

Da Nang city
45%

31%

Here we target female, mostly female has long hair and they care about their
hair therefore they like to use the hair care treatment products than male.

2.2.2b Effective assessment of choice for market segmentation.

Accessible: Sunsilk co-creations forcus on female group. Because, female is
very

attracted

to

promotion

and

advertising

on

TV

or

Internet

(yourbusiness.azcentral, 2015). Furthermore, many of them are housewife who

tend to go to supermarket everyday. With the advantages of communication,
Sunsilk makes this gender group accessible and reaches it easily.
Actionable: Acording to Nielsen research, women watchs TV a lot and more
than 40 mins each day than men (ktar, 2015). Therfore, it will be earies to
Sunsilk to attract women by TV advertisings. In addition, Sunsilk can easily
run promotion and advertising on the supermarket. Moreover, Sunsilk also
invites famous actors or singers (Thanh Hang, Ho Ngoc Ha) which act in
night-hour film preferred by female to advertise Sunsilk (Kenh14, 2013). They

are very beauty icon of Vietnamese women so that women can be attract by
their advertising.
Sustainable: There are not many things can replace shampoo therefore hair
cares market is going bigger and bigger. Sunsilk became no 1 brand and grew
underlying sales by 6%. Turnover increased by 4.4% and operating margin
increased by 0.2% in 2014 and the essential customer is female. Which means
the actionable of Sunsilk is true and the size of female segment is big for
Sunsilk to get a lot of profit.
Measurable: Female especially married woman need to go to market or
supermarket everyday so they have abilities to buy shampoo. According a
research of Sunsilk, the people prefer to use products of them because it has
reasonable price and effectively to their hair. Additionally, Vietnam has about
93 million populations and 60% of whom are female. The segment is big and
promise to bring profit to Sunsilk.
2.2.2c Benefits of market segmentation

The Sunsilks benefit will rise because customers believed in the strong of the
company via their products. Never the less, Sunsilk can save resources by
focuses on the need and affordability of the segment above. Sunsilk has
produced many products for different effectiveness, which means customer
have a lot of choice whenever they want to buy Sunsilks hair care treatment.
The group gender will be benefit from the price and feature of the products.

2.2.2d Evaluation on segmentation market of the choice

While the segment is huge, it is easy to measure and access because of the
large usage of TV that the group has. Moreover, it is unlikely that this group
gender would stop using shampoo in the long run. All of these make this
segment targetable.

2.2.3: Segmentation industrial market (B2B).

2.2.3a Choice of market segmentation

The most promising segmentation of Sunsilks hair care industry markets in

Vietnam is geographic segmentation, we divided the market by location, to
be specific: cities of Vietnam. We chose Ho Chi Minh City because it is the
very big city of Vietnam and it is the center of trading and economy. We focus
on all super markets in Ho Chi Minh city.

Supermaket based on
location
HCM city
Ha Noi
8%8%
5%
8%
28%
9%
15% 19%

Da Nang city

Hai Phong city

Vung Tau

Quang Ninh

Da Lat

Thanh Hoa

2.2.3b Effective assessment of choice for market segmentation

Accessible: Sunsilk creates many strategies marketing to attract companies in
Ho Chi Minh city and build up a production complex in 100 kilometers east of
Ho Chi Minh city to can easily reach and service for whole their big retailers
as Metro, Pico central (News, 2013). When buying a large amount of Sunsilk
hair care treatment, the retailer will get the Sunsilks discount. Sunsilk can
easily reach and meet service for whole their geographic segmentation.
Actionable: Sunsilk tries to adjust with product adaptation and use discounted
price policies, Sunsilk can finance for television programs or supply free
products for liveshows or gameshows to attract companies and institutional
organizations to purchase in bulk.
Measurable: Ho Chi Minhs retailers are growing bigger and bigger every
day. The price of Sunsilks share grow 7.6% (Vnreview, 2013). This proves
that Sunsilk is stronger brand and Ho Chi Minh's people prefer to use products
of famous brands, so, retailers and supermarket have to buy trendily Sunsilk to
meet Vietnamese consumers demand and earn profit.

 Sustainable: Ho Chi Minh is the largest commercial center of VietNam,

companies always purchase products in huge number, so, Sunsilk expanded
distribution channels, offers free, invest for improving its series, stable credit
arrangements to motivate companies to buy products to bring a lot of profits.

2.2.3c Benefits of market segmentation.

Some residential areas tens to close together geographically, so may have
similar needs within a region, Sunsilk is easier to supply products. Moreover,
When Sunsilk opens retail stores in big cities, they also close to customers
which means reduce shipping cost. Additionally, Sunsilks products become
more popular in the consumer perception. There are also more distribution
channels to consumers in the big market.
2.2.3d Evaluation on segmentation market of the choice.

Sunsilk win in Geographic Segmentation and earn profit. Sunsilk has the
optimum advantage from the distribution channels and sale of products in
large quantities. So, this segmentation is very attractive and profitable with
Sunsilk.
2.2.4 Sunsilk covers two markets:

Based on characteristics of Vietnam consumption customs, there are a lot of

advantages and opportunities for Sunsilk to develop in Vietnam. Vietnamese
customers desire the most famous brand as Sunsilks other product now. In
busy life, when standards of life are higher, the demand of customers increase,
Sunsilk can sell more and more hair care treatment products and get more and
more profit. B2Cs desire relates to B2Bs lust. Vietnamese have delighted
Sunsilks products in many years which proves Sunsilks choice when it enters
Vietnam is the optimum.

2.3 Choose a targeting strategy for Unilever:

2.3.1 Targeting market strategy:
In Unilever, the targeting market strategy is differentiated marketing, which has
several products sold to several segmentations. Unilever has over 130 brands around
the world, they has many products and sell to many different groups of customers.

2.3.2 Unilevers targeting strategy meets considerations for B2B and B2C
market

Company resource: In Vietnam, Unilever standing at the second (behind

Vinamilk) in urban and No.1 in rular in the ranking of the most chosen brand
owners. Unilever owns the top 3 brands in both Health & Beauty and
Homecare with P/S, Clear, Lifebuoy, Omo, Sunlight, Comfort, earning 350
million CRPs. Noticeably, its P/S and Omo are the most chosen brands among
their sectors in both Urban and Rural market. The global giant FMCG
manufacturer has its products chosen more than 400 million times annually in
Rural and shines brighter than any other brand owners with the deepest market
penetration - more than 99% - in both Urban and Rural markets. With 130
operations around the world, Unilever achieved the highest number of CRPs
with its brands being chosen more than 18 billion times annually an increase
of 2% from last year. This has been driven by the performance of its four
rising star brands Vim, Omo, Dove and Rexona (kantarworldpanel, 2015)
Unilever have a strong financial potential no doubly.

Products life-cycle: When Unilever first began come to Vietnam, they faced
to starveling decade and the customer did not have many opportunities to use
Unilevers products. And today, Unilever has become the second of top 10 in
Vietnam. Most Unilevers products are bought and liked by Vietnamese.
Unilever is in the stage of growth because the company is developing
stronger and stronger which more and more people use their products.
Additionally, to effectively reach B2B and B2C, Unilever also make the
impression via advertising campaigns on the internet and television. Unilever
continue building their brand to become the first standing in the future.

2.3.4 Sunsilks targeting Strategy covers B2B and B2C

With differentiated marketing strategy, Unilever use reasonable price and high
quality; Unilever nearly can totally dominate market in Vietnam. The strategy
continue used, Unilever will cover all B2B and B2C market which means the
profit is higher and higher.

2.4 Demonstrate how buyer behaviour affects marketing activities in different

buying situations for Sunsilk in Vietnam.
2.4.1 The influence of buyer behavior on marketing activities of Sunsilk in
consumer market:
2.4.1a Five stages of consumer buying behavior

Figure 9: Five stages of consumer buying behavior

2.4.2b The Consumer Buying Process of Sunsilk.

Customers purchase is influenced by many factors such as financial situation,

constant demand, risky, urgent purchases including Low Involvement Purchases, High
Involvement and Limited Problem Solving.

High involvement of consumers purchase: personal risk and high

consumption, for example: buying house, buying land, and so on.

Low involvement of consumers purchase: simple evaluation, for example:

buying food and drink, and so on.

Limited involvement of consumers purchase: Consumers are less interested

in buying

Sunsilk shampoo is listed in Low Involvement Purchases because this is part of

personal care. But the main customer of Sunsilk is female, they care about which
product has effectively to their hair problems so that in order to make a straight
rebuy, customers purchase need a lot of detailed information and analysis the
effectiveness of Sunsilk before deciding to purchase. The most important stages
in B2C of Sunsilk are Need recognition, information search and Purchase
decision.
2.4.2c Marketing activities of Sunsilk influenced by buyer behavior in consumer
market:

Consumer behavior has three main kinds of including loyal customers, regular
buyer and bulk user for daily use. Customers buy Sunsilk follow cultural
factors as traditional and psychological factors as activities and attitudes
satisfaction.
Factors
Cultural

Variables
Traditional

Affecting marketing activities

Thousands of years ago, Vietnamese women had
a natural shampoo as Bo Ket leaves. They believe
Bo Ket leaves can make their hair becomes
smooth and black. Therefore, Sunsilk provides
Sunsilk Black Shine Shampoo with Amla Pearl
Bo Ket in order to meet the need of customers.

Psychologica

Activities

Discounts campaign will be strong motivation

and

help customers choose Sunsilk to buy. Sunsilk has

attitudes

many discounts campaign or free gifts every year

satisfaction

to customers. For example, when you buy Sunsilk

Anti-Dandruff shampoo 500ml you can get free
gift is Sunsilk Anti-Dandruff Condition 200ml.

Table 10: Factors influence consumers purchase actions.

The first, customers buy Sunsilk by convenience and necessary. Secondly,

Loyalty customers who experience to buy products think Sunsilk is the best
shampoo for its quality and price. Therefor, Sunsilk need to enlarge
distribution channels to availability delivered and served to customers hands,
fortify supplier search. Sunsilk maintains constant contact and good
relationship with customers to collect worth recommendations and feedbacks
to modify and improvement products to meet customers demand. In addition,
loyalty customers can attract prospective customers by word of mouth. Sunsilk
can reduce advertising campaigns which aim at gaining new customers and
cost saving. However, Sunsilk needs to discount and gifts when customers
purchase in large amount.
2.4.3 The influence of buyer behavior on marketing activities of Sunsilk
in organizational market:
2.4.3a Six stages of organizational buying behavior:

Recognise the
problem

Develop
product
specifications
to solve the
problem

Search for
products and
supplier

Evaluate
products
relative to
specifications

Select and
order the
most
appropriate
product

Evaluate the
product and
supplier
performance

Figure 10: Six stages of organizational buying behavior.

2.4.3b The Business Buying Process of Sunsilk.

The organizational buying behavior is three situations which is New task, Straight
rebuy and Modified rebuy.

New task: Buyers buy products for the first time.

Straight rebuy: Buyers reorder products.

Modified rebuy: Buyers change suppliers or products.

In case of Sunsilk, the situation is Straight rebuy which is only purchasing

department is involved. Therefor, the process of Sunsilk is Select and order
the most appropriate product. Sunsilk like straight rebuys because the buyer
doesnt consider any alternative products or search for new suppliers. The
result is a steady, reliable stream of revenue for Sunsilk. Consequently, Sunsilk
doesnt have to spend a lot of time on the account and can concentrate on
capturing other business opportunities. Nonetheless, Sunsilk cannot ignore the
account. Sunsilk still has to provide the buyer with top-notch, reliable service
or the straight-rebuy situation could be jeopardized.
2.4.3c Marketing activities of Sunsilk influenced by buyer behavior in
business market:

Sunsilks marketers need to build up and retain long-term relationship and

contracts with organizations. There are four factors which affect organizational
buying behavior including environmental factors, organizational factors,
interpersonal factors and individual factors, which affect marketing activities
and determine Sunsilks marketers and reach their requirements for supplier
selection by free delivery offering or wholesale prices. In institutional
markets, Sunsilk need to provide order process specification for non-profit
organisations seek for discounting. Beside, Sunsilks marketers should harness
these areas for advertising campaigns to attract more Vietnamese customers. In
resellers markets, which are intermediaries like wholesalers and retailers are
people mainly affected by organizational and individual factors. Sunsilk needs
to give them wholesale prices with high profit and discounts for bulk buying
and stable supply.

2.4.4 Evaluation of activities of covering two markets:

Through the results of the analysis show that the general information on the
impact of each market about buying behavior that enable shampoo of Sunsilk

carry out the most suitable and effective marketing activities. Sunsilk has used
this factor to put Sunsilks products in the market to increase brand value and
find out Vietnam market.
2.5 Propose new positioning for Sunsilk
2.5.1 Definition of Positioning.
Positioning is the act of designing the companys offer and image so that it offers a
distinct and valued place in the target customers mind (Marketing, BPP professional
education , 2004).
2.5.2 Positioning of Sunsilk in Vietnam market.
2.5.2a Current positioning of Sunsilk in Vietnam market.

Sunsilk has more benefits than the competitors with the same amount of price.
Sunsilks products benefits a succeed in attracting customers for the best
ingredients.
2.5.2b New positioning of Sunsilk in Vietnam market.
New positioning for Sunsilk can be low price and more benefit. Because it
helps Sunsilk attract more customer and create advantage competition. When
purchasing any kinds of products, customers always intend to choose products
which have more benefit and low price.
2.5.3 Sunsilks new positioning meets criteria

Give a new positioning for Sunsilk is low price and more benefit. Because it helps
Sunsilk attract more customer, create advantage competition and meet psychological
of customers want buy prducts which has more benefits and low price.
Sunsilk achieves the following criteria:

Affordable: Sunsilk show a price level is suitable for income of customers

(even students, pre workers,...) to ensure customers have ability to pay for
product and willing to pay money for the value of Sunsilk shampoo.

Profitable: Sunsilk now is one of the leading brand in Vietnam market interest
in protecting the quality benefit of product for consumers with niche
marketing female occupies 18% over total hair care product users. This is
large market, Sunsilk suitable with customers expectation, help Sunsilk has
profit is sustainable.

2.5.4 New Perceptual Mapping for Sunsilk

At the moment, price of Sunsilk is still higher than their competitors. Sunsilk need
build a new position, develop and achieve a good position in the market in Vietnam.
According above the mapping, we can see clearly new position of Sunsilk. They need
to find a gap in the mapping, where fewer competitor or competitors havent reached
to helps Sunsilk easier to develop product and attract more customer. So, this new
position is suitable for Sunsilk and in order to perform it, Sunsilk need to research,
survey to give a reasonable price to obtain customer satisfaction.

Conclusion
Market is a place where businesses activities can be participated in, besides that the
businesses can implement their strategy to enhance their profits and gain more market
share. Hair care market is a potential market, the demand for shampoo always
increase because Vietnam is growing, commodity trading market is increasingly
vibrant and there are many competitors participated such as Clear, Dove, Head &
shoulders, etc. To develop and maintain brand on the market, the solution to Sunsilk
research to understand the market and new to market the company's products not only
locally but also extends overseas.
The research provides solutions and benefits of marketing in Vietnam market. This
information will be very useful for all businesses , especially the Sunsilk in this
situation. Sunsilk is a major manufacturer in the hair care market of Vietnam , so it
will have many benefits that others can only dream of. By applying the theory of
effective marketing, Sunsilk Vietnam Company can offer their products especially
new products such as Sunsilk co- creations to attract customers and meet their needs
and hopefully that will lead to profits for the company and the stakeholders.

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