Marketing Principles - MKTG1205 - RMIT University Vietnam- Sunlight presentation slides

SUNLIGHT

MARKETING PLAN
PRESENTATION
Marketing Principle - MKTG 1205


TABLE OF CONTENTS
01

02

03

Introduction

Target customer
&
Positioning

Product

05

06

Place

Promotion

07

Marketing Plan

04
Price

08
References

2


1
INTRODUCTION
3


COMPANY DESCRIPTION

Owned by Unilever - a British-Dutch multinational corporation which
manufactures more than 400 consumer brands for over 190 nations,
including personal care, home care and food products.

4


TIMELINE
1883

1930

“Sunlight
Soap"
launched by
William
Hesketh
Lever (Unilever
n.d)

1995

Unilever
entered
Vietnam
Unilever was
established

1997

Sunlight was
introduced to
Vietnamese
market
(My Hao n.d)

2010

Unilever opened a
state-of-the-art factory
in Cu Chi

(Unilever n.d)

(Unilever n.d)

5


MISSION

“Our mission is to be the global leader in
sustainable business”

6


CEO
Alan Jope
❖ 1985: joined Unilever UK
❖ 2014: President of Unilever Personal
Care business
❖ 2019: Appointed Chief Executive
Officer of Unilever N.V. and Unilever
PLC

7


PRODUCT DESCRIPTION - FEATURES

PRODUCTS

NATURAL INGREDIENTS

Sunlight Lemon

Lemon

Sunlight Matcha

Japanese Green Tea Matcha

Sunlight Antibacterial

Mint and Lemon

Sunlight Nature

Aloe Vera and Mineral Salts

8


DESIGN

Figure 1.2: All design of Sunlight Dishwashing product
9


MARKET SHARE
46.7%

of the total
market share.

Sunlight is the market leader
in Vietnamese dishwashing liquid
market.

10


BRAND AWARENESS

11


2
TARGET CUSTOMERS
&
POSITIONING
12


TARGET CUSTOMER

“Homemaker"
Demographic

Geographic

Behavioral

Psychographic

Age: 25 and above

Urban and Semi-rural

Usage: Medium to heavy

Social class: middle and

Income: level C+ to B (10 million - 15

areas in Vietnam

users (two to three meals per

upper-middle class

million VND per month)

day)

Lifestyle: Family-oriented,

Marital Status: Married

Loyalty status: Medium to

health-oriented

Family size: Nuclear family

high users

Personality characteristics:

or extended family

Price-conscious, Eco-conscious

13


POSITIONING MAP 1

Figure 2.1: Positioning map of Sunlight and other competitors based on scents and size selection

14


POSITIONING MAP 2

Figure 2.2: Positioning map of Sunlight and other competitors based on distribution scale and price

15


3

PRODUCT

16


THREE LEVELS OF PRODUCT
Core value:
➔

Cleaning and Washing Kitchenware

Actual product:
➔

Brand name: Sunlight - High recognizability

➔

Features: Natural ingredients (Lemon, Aloe vera, Matcha, Mint, and Mineral salts), Gentle on skin,
Pleasant scent

➔

Packaging: Match with Sunlight branding, informative, trigger refreshing feelings

➔

Design: A variety of design (Bottle, Bag, Container)

➔

Quality: High quality, matches with international standards (Unilever n.d)

Augmented product:
➔

Hotline for customer service

➔

Houseworks Tips on Cleanipedia
17


PRODUCT CLASSIFICATION
●
●

Low-priced
Buy frequently with minimum buying effort

➔ Convenience Product

PRODUCT DECISIONS
Recently, Sunlight has launched Sunlight Antibacterial
lemon and mint flavours

➔ Line Filling
18

BRAND STRATEGY DECISION
Brand Name Selection:
➔ Suggest benefits and quality: ‘Sunlight’ is the name that brings
customers the feeling of fresh and clean.
➔ Catchy, easy to remember/ recognize

Brand Development:
Same Brand Name (Sunlight) + Same Category (Dishwashing Liquid)

➔ Line Extension Strategy
19


PRODUCT LIFE CYCLE
Since 2017, Sunlight has
witnessed a moderate
decrease in sales

MATURITY
Figure 3.1: Share of sales and actual sales by brand in a time series by standard data
types (Captured from Euromonitor)

20


EVALUATION
-

Extensive product line

Satisfy customers’ needs and demands
Favored by most Vietnamese consumers (Brands Vietnam 2014)
High product quality
Lack of environmental-friendly products
“ Very Satisfied with the product, it
is better than the previous brand that
I used.”

“The product is pretty good, great at tackling oil. I’m
satisfied about the product as well as the service and
packaging. 5 stars”

“I like using this product. It only need a
few drops to clean. The smell is nice.”
“My family has been using this product for a long time, the antibacterial
dishwashing has pleasant scent, makes a lot of foam and clean dishes very
well... ”

21


4

PR CE
22


Major Pricing
Strategy
Competition-based

Pricing
Sunlight set their price
based on their main
competitors’ strategies

23


Product Mix Pricing
I. Product-line Pricing

Sunlight sets their price steps based on the scent (or feature) of each
product

Figure 4.3: Sunlight's product line according to scents and features
24


Product Mix Pricing

II. Product Bundle Pricing

Figure 4.4: Different dishwashing products combo offerings from Lazada

25