individual assignment thai duong shampoo sao thai duong

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<b>(Sao Thai Duong)</b>

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In 2019, the FMCG market was regaining momentum, and the Vietnamese economy continues to show an optimistic outlook with reasonable control ofCPI growth and the healthy growth of retail sales of consumer goods (Newspaper Investment, 2021).

According to Brands Vietnam (2015) and Market Research Service Q & Me(2015), the shampoo market in Vietnam is one of the potential competitive markets in the FMCG group. Shampoos have quite a large market scale in Vietnam, stretching from North to South, and varied in age groups, sex, and income.

Current shampoo brands are quite diversified, mainly from two large enterprises: P&G and Unilever. Besides, X-men products from Marico, ThaiDuong by Sao Thai Duong, or Enchateur also contribute significantly to the market share.

Unilever still dominates with more than 45% market share in the women's shampoos market with popular brands Clear, Sunsilk, and Dove, followed byP&G's Pantene and Head & Shoulders.

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<b>1. INTRODUCTION1.1. Company</b>

Sao Thai Duong Joint Stock Company, formerly known as Thai Duong establishment, was established on April 17, 2000, by DS. Nguyen Huu Thang and MSc.DS Nguyen Thi Huong Lien. Sao Thai Duong is a Vietnamese brandspecializing in the production and trading of pharmaceutical cosmetics and herbal functional foods. Pursuing the motto "quality creates prosperity" in production and business, after 21 years in the market, Sao Thai Duong has researched and created more than 130 products, many of which have become familiar. In Vietnamese families such as Nghe Thai Duong Cream, Thai Duong Shampoo, Rocket 1h ... (Sao Thai Duong, 2021)

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<b>1.2. Products</b>

Not stopping at the success of Thai Duong 7 Shampoo, 2020 marks Sao Thai Duong's breakthrough when launching the Thai Duong 7+ medicinalshampoo line.

According to Science and Life Newspaper (2019), in 2017, the Thai Duong 7 Shampoo brand was proudly voted by consumers as "Top hair care product." There are no side effects that do not affect blood formula,liver function, kidney when using the product; Thai Duong 7 Shampoo is very satisfied by 98.39% of users.

Thai Duong 7+ cleanse hair and scalp, treat dandruff, itchy fungus, andhelp hair be healthy, beautiful right from the inside, smooth, strong, butwithout using a rinse. (Industry and Trade Newspaper, 2021).

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<b>1.3.</b>

<b>Current communication direction</b>

<b>a. PR</b>

Sao Thai Duong mainly PR innewspapers such as Dantri, Vnexpress, Giadinh...

<b>b. Facebook</b>

Hire PR posts on community sites about women. Strong focus in early January 2017. Information on Sao Thai Duong's official Page does notshow much that Sao Thai Duong has not focused on developing a separate page for Thai Duong Shampoo.The main content is introducing the product's use, with several posts sharing haircare tips.

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<b>c. TVC</b>

Television is the primary communication tool for Thai Duong shampoo.The advertising media trend of Thai Duong shampoo is similar to pharmaceutical brands rather than other shampoo brands.

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<b>2. THE SITUATION ANALYSIS</b>

The analysis below is all related to marketing analysis.

<b>2.1. Micro-environment (SWOT)a. Strengths</b>

The price is relatively high.

Communication activities are not effective.Ads with less creative content.

Ineffective social media: 48,546 people liked the page, 50,040followers of the page but the actual likes were from 10-400 likes, the highest was 1200 likes. (Thai Duong medicinal shampoo, 2021).

The advertisement fails, fail insight: The image does not getattention, love, or reach but not enough motivation.

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<b>2.2. Macro-environmenta. Targeted customer</b>

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According to Forbes (2019), Millennials often choose to follow their instinctsor follow friends but have become quite wary of parents and experts' financialadvice in the field. They also enjoy personal connections with their money managers, who reflect their trustworthiness, authenticity, and choice.When they shop, Millennials focus on discounts. They value the

recommended price, brand reputation, and even product quality. They track brands online to find discounts. 66% of millennials will switch brands if they get a discount of at least 30% and only a third look at brands to look at product trends or updates. (Forbes, 2019)

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<b>b. Characteristics of Media classes in Vietnam</b>

<b>INTERNET</b>

According to Statista (2021), a survey among Internet users in Vietnam, 84% of respondents said they have searched online for a product or serviceto buy. The data also shows that 75% of respondents visited an online retailstore on the web.

Vietnam has seen an exponential climb up in Internet users and Mobile shopping is especially popular. (Statista, 2020)

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<b>SOCIAL MEDIA</b>

According to VTV (2021), the average Vietnamese spend 5 hours a day onsmartphones in Vietnam. About 30% of users spend more than 7 hours perday, mainly using Facebook, YouTube, Messenger, and Zalo.

Facebook and Zalo are mainly used to track brands and inquire about brand services. YouTube is mainly used to stream kid’s videos and music channels and follow YouTube celebrities' channels. (Statista, 2021)

According to a survey conducted by Infocus Mekong to track changes in consumer behavior caused by COVID-19, 34% of Facebook users are most interested in advertising on the platform, while 13% of TikTok users will pay attention to the ads on it (Statista, 2021). According to a survey conducted by Infocus Mekong to track changes in consumer behavior caused by COVID-19,34% of Facebook users are most interested in advertising on the platform, while 13% of TikTok users will pay attention to the ads on it. (Statista, 2021)

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<b>c. Competitors</b>

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<b>3. THE MARKETING STRATEGY3.1. Objectives – smart goals</b>

Apply Hierachy of effects model b

They were transforming into a "younger" image and receiving positive feedback from young people. After eight months of campaigning (ending 2021), Facebook followers will increase by over 200,000, Instagram followerswill reach 20,000. Summing up, in 2021, revenue will increase by 30% compared to 2020.

<b>3.2. Idea</b>

Create a campaign lasting eight months (from May 2021 to December 2021)Using a famous male artist with great charisma and popularity in the showbiz world to bring a new approach to a woman's hair through the man'sfeelings.

Not wanting to let anyone touch their hair, that is the mentality of all the unfortunate women with broken hair. However, stroking hair is also an act of showing love and affection for the person they love. So, Thai Duong Shampoowill help women bring more vital, more perfect hair so that a man's caring andloving gestures towards them become perfect.

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<b>c. Immediate interaction</b>

Customers need to get immediate information and responsive support todrive their buying action.

<b>d. Relevant to young people</b>

Ad content must be optimized in line with the interests and interests ofthe customer target.

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<b>3.4. Influencer marketing</b>

According to Statista (2021), more than two- thirds of respondents have followed at least1 Influencer on social media.

Influencers' content and products are diversified and highly reliable, so the influencer marketing campaign always brings persuasionand effective buying decision. (Statista, 2021)

Therefore, Influencer campaignsalways bring outstanding efficiency and optimal budget.

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<b>3.5. Selecting media within classes</b>

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<b>3.6. Media use decision</b>

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<b>4. CREATIVE STRATEGY PLAN4.1. Schedule</b>

Start: 01/05/2021 End: 30/12/20221

Time takes place: 08 monthsImplementation schedule:

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<b>4.2. Evaluation</b>

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<b>5. Conclusion</b>

Despite its advantages and disadvantages, using six media classes will helpThai Duong Shampoo reach its awareness and purchase goal.

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