Marketing Plan of Dove (micro and macro )

DOVE
Contents
A. Analysis . 4
I. Introduction 4
II. Situation Analysis 4
1. Company Description – Unilever Group 4
2. Product Description – Dove shampoo 5
III. Marketing environment 5
1. Micro-environment 5
2. Macro-environment 9
IV. SWOT Analysis 11
V. Segmentation, Targeting, Differentiation, Positioning. 14
1. Segmentation 14
2. Targeting 16
3. Differentiation 17
4. Positioning 17
VI. MARKETING MIX STRATEGIES 20
1. Product 20
2. Price 23
3. Place 26
4. Promotion 28
B. Objectives 30
C. Recommendations 31
I. Marketing strategies 31
1. Target markets 31
2. Differentiation and Positioning 31
II. SWOT Matrix 32
III. Marketing Mix Strategies . 33
1. Product 33
2. Price 34
3. Place 35

4. Promotion 35
IV. Action 38
E. Appendix

49
V. Control 41
D. References 42
E. Appendix

49
Executive Summary
The beauty care industry is considered to be a fertile ground for business of many corporations to
exploit and expand their competitive position. Being an important part of this industry, shampoo items
also create huge profits for company with numerous brands for many different markets segmentation.
Foreseeing this trend, Unilever, one of two outstanding international corporations achieving the great
success in Vietnamese market with many popular brands such as Lipton and Omo, decides to enter
this potential market with Dove for middle class. Dove shampoos were introduced to Vietnamese
consumer for the first time in 2000. In the past 10 years, Dove has launched into market successfully
four main collections for women, namely Dove Nutritive Therapy Nourishing Oil Care, Dove
Damage Therapy Intensive Repair, Dove Straight And Silky, and Dove Hair Fall Rescue. Although
Dove brand belongs to one of the most famous corporations about personal care products, and Dove
shampoos has many strengths about features of products, advertising campaign and distribution as
well as customer segment, Dove seems to not achieve high level of market share as expected. This can
be explained by the tough competition with other strong brands. Therefore, this marketing plan were
prepared for Dove shampoos with the purpose of increasing sales revenue, improving customer
awareness as well as profits of company and maintaining competitive position of Dove shampoos in
current market. It also outlines specific strategies with full details and logical structure to building a
new image for Dove shampoos and open up the new and developed period for Dove shampoos for the
next one year - from the beginning of June 2013 to the end of May 2014.The first part of the
Marketing Plan will provide the broad overview about Unilever Group and Dove. The Micro and

Macro environment sections will analyze the internal and external effects that make impact on the
development of Dove shampoos. In addition, the current situation of Dove shampoos will be
mentioned in detail in SWOT Analysis section, including four parts of strengths, weaknesses,
opportunities and threats. STP section will discuss about main segments and the current target
customers (young adult) of Dove shampoos. It also provides the detailed information about targeting
strategy (segmented marketing) as well as the positioning strategy applying to Dove shampoos -
"more for more". In the Marketing Mix Strategy section, the characteristics of convenience products
like Dove shampoos will be mentioned specifically and how they mix with price, promotion and
distribution. This section also discusses about the close relation between the quality of products and
the current price.
To increase in sales revenue and expand market share, Dove considers adding some new target
segmentations (male and children).
The third part of the marketing plan will give some recommendations for Dove shampoos to achieve
succeed in improving market share and maintaining their competitive position within one next
year
through the generating overall strategies in SWOT matrix section. Besides, some new advises related
to product, price and promotion strategy will be mentioned in this part as well to satisfy new target
segments, improve reputation and continue to create profits
In addition, the action programs table will be prepared to show how Dove shampoos sets up the
plan with the specific budget along with the Control program to track the progress of plan.
A. Analysis
I. Introduction
Due to higher demand from Vietnamese consumers, many foreign products have been produced in
Vietnam and for Vietnam market only. Anglo Dutch Unilever Corporation is one of two outstanding
international companies which have a range of brands made in Vietnam that can afford to every
customer in all different classes. One of these brands is Dove, which focuses on taking care of
women's beauty. However, Dove seems to be in a lower market share compared to Pantene and
Sunsilk, two main shampoo brand competitors coming from P&G Company and Unilever Group. At
the moment, Vietnamese customers become more worried about Dove shampoo’s quality because
of containing toxics leading to cancer. Moreover, the high discount in Dove’s products also raises the

suspicions of customers about fake products from Dove shampoo. The aim of this report is to
analyze the current situation of Dove shampoo in Vietnam market and give some recommendations
to solve problems and help Dove shampoo stay No.1 in Vietnam hair care market share.
II. Situation Analysis
1. Company Description – Unilever Group
With the successful slogan – helping people to look good, feel good and get more out of life –
Unilever has become one of the world leaders in health and wellbeing aspects. The company also
shows how important of focusing on understanding of 21
st
century customers and their lives with
more than 400 brands (Unilever 2013).
“Unilever was founded on 1 January 1930 by Antonius Johannes
Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount
Leverhulme” (Unilever 2013).
Unilever's products have touched the lives of more than two billions of
people around the world everyday, from body lotions for women and
children to cups of tea for old men. With the Unilever's mission: "To work
to create a better future every day”, the company also helps people “feel good,
look good and get more out of life” (Unilever 2013) with brands and services that are good for
customers. Furthermore, Unilever inspires people to take small actions daily that can contribute to
make a huge difference for the world. It will create new ways of doing business that aim to double
company size while limiting their influences on environment.
4
2. Product Description – Dove shampoo
Being beautiful is an important demand of women nowadays because when they look more
beautiful, they will feel happier and more confident. Understanding that, Dove has created a wide
range of care products that help women to take care of their real beauty from head to toe (Unilever
Vietnam 2013). Being an expert in care products is one of the reasons why Dove stays in global
market for more than 50 years (Unilever Vietnam 2013). With considerable experience in hair care,
Dove wants to provide Vietnamese women many kinds of shampoo that meet the needs of different

types of hair and solve different hair problems (Unilever Vietnam 2013). Dove shampoo has four
main collections in current Vietnam market.
Dove Nutritive Therapy Nourishing Oil Care Shampoo is a specific shampoo
for dry, damaged and rough hair. It contains ‘Nutri-oils’, which is a unique
blend of almond oil, coconut and sunflower. These essential nutrients can be
absorbed rapidly in order to nourish hair deeply. In addition, this preeminent
formula makes hair smooth and shiny without causing greasy hair (Dove
Vietnam 2013). | Price: 95.400 VND (950ml)
Dove Damage Therapy Intensive Repair Shampoo is a specific shampoo for
strong damaged hair: split ends, breakage, weak and tangled hair. With a
double influential technology, Micro Moisture Serum encloses outside hair
cuticles and nourishes hair from root to tip. Moreover, Fiber Active helps to
reconstruct and strengthen hair from the inside. This kind of shampoo is
proven to reduce split ends up to 95% (Dove Vietnam 2013).
Price: 96.300 VND (950ml)
Dove Straight And Silky Shampoo is a specific shampoo for slightly vulnerable
hair which is in a rough and tangled condition. This kind of shampoo is
formulated with Micro Moisture Serum, which helps to nourish and restore
damaged hair epidermises. This shampoo also aligns hair fiber and leaves
hair soft, smooth and silky (Dove Vietnam 2013). | Price: 91.500 VND (950ml)
Dove Hair Fall Rescue Shampoo contains Tricazole active element that helps
to nourish hair from root to tip in order to reduce hair fall. As a result, hair
will be stronger and people do not have to worry about their hair fall
condition (Dove Vietnam 2013). | Price: 90.000 VND (950ml)
III. Marketing environment
1. Micro-environment
1.1. The Company
a) Top management
According to Unilever 2013, Unilever now is structured in a new organization to make more quickly
decisions and execution. Therefore, the company provides fewer management layers, and each

5
department has their own accountability. The chairman of Unilever Vietnam is JV Raman (Unilever
2013). There are both Vietnamese and foreigners controlling each department such as Adam Balarin,
the Vice President of Supply Chain, Vice President of Corporate Strategic Development is Dao Tuyet
Mai (Unilever 2013). Rob Rijnders is Vice President- Customer Development, and Tran Vu Hoai is
Vice President- Corporate Relations Manager (Unilever 2013).
b) Research and development
By the mission to “make Vietnamese lives better”, Unilever has given a wide brand of high quality
products with affordable prices such as products in Personal Care brands to Oral Cares products. It
also costs more than USD 300 million from Unilever to invest in Vietnam market (Unilever 2013). As
a result, according to Unilever 2013, most products from Unilever Group including Dove shampoo
are well known products to Vietnamese customers.
c) Manufacturing
Unilever has already had five factories in Vietnam in Hanoi, Cu Chi, Thu Duc district in Ho Chi Minh
city and Bien Hoa. To expand more, it is opening another factory in Cu Chi (Unilever 2013).
1.2. Suppliers
Vietnam National Chemical Group ( Vinachem) was created in 1995 by Decision No 2180/TTg signed
by Prime Ministry of Vietnam concerning restructuring and rearrangement Vietnam National
Chemical Corporation. The group was change into Limited Company in 2010 and located in Hanoi,
Vietnam. One of the keys trading of the group was providing raw materials for chemical intrustry
(Vinachem). Vinachem became a chemical provider to Unilever in September, 2010. Although
Unilever purchased the main materials of Vinachem, the company had to import other materials to
produce approximately $100,000,000/ year. Therefore, both companies decided that they will
cooperate to make needed chemical materials (Vietnamplus 2010). The cooperation brought
significant benefits to Unilever. The most vital benefit was reducing the costs of raw materials.
Therefore, Unilever can save some funds for other departments.
Marketing intermediaries
a) Resellers - Retailers
With 350 large distributors and 150,000 small retailers in 80 countries (Unilever 2013), Dove is one
of the shampoo brands focusing on Vietnam market. Most supermarkets in Vietnam such as

Lottermart, Fivimart, Maximax or Coopmart are retailers for Dove shampoo. Apart from these large
supermarkets, Dove’s shampoo products are also sold in other small markets including:
• Song Da Industry Trade Joint Stock Company: a company has good reputations in Vietnam
market. It located in Ha Noi, Vietnam. Since 1996, the company has focused on products
such as washing detergent, shampoo, hair conditioner, shower gel, bath gel and more
(Sodamart 2013).
• Sovina Company Limited: is an
oversea trading company. It was
found in 1998 by Mr Michihiro
Yamakawa, who is the support of
Chairman of Sunny Ocean Group.
The company offers Dove hair
Supermarkets
Lottemart, Maximax or
Coopmart
Small markets
Sodamart, Sovina, or
Binh Minh Food
Figure 1: The distribution channel firms of Dove
shampoo
Dov
e
sha
mpo
o's
shampoo,Sunsilk hair shampoo, coca cola, OMO, and others (Sovina 2012).
• Sunrise Foodstuff Joint Stock Company was established in 2009. The company is located in
185 Giang Vo Str. Room 903, 9 FL, Giang Vo Street, Cat Linh Ward, Dong Da District, Hanoi,
Vietnam. Main products and services are grocery, cooking oil, health & beauty and
household care. It is received the certificate of HACCP, ISO 9001:2000, ISO 9001:2008, ISO

14001: 2004 (Binh Minh Food).
b) Physical distribution firms
Unilever has mainly worked in Vietnam market with Lever Viso, Lever Haso since 1995. They became
joint venture in specializing production and distribution of home and personal care with
international quality (Baomoi 2010). The active distribution strategy of Dove and Unilever’s products
can be recognized clearly in utilizing any transportation. They are motors, containers, trucks or even
a motor with a case behind. The company wants to ensure that their products can be delivered to
small shops in rural areas and the customers in everywhere in Vietnam.
c) Marketing service agencies
Although Unilever has their own Marketing department, they still cooperate with Ogilvy and Mather
Vietnam in Advertising and Marketing section. Ogilvy and Mather is one of the largest marketing
companies in worldwide. The firm provides activities such as advertising, promotion, relationship
marketing, digital marketing and so on (Ogilvy & Mather 2010).
1.3. Customers
With the development of media, the definition of beauty is too confined that “only the young, blond
and tall are beautiful” (Datamonitor 2005). Understanding that, Dove’s products have focused on
real beauty of women which means beauty not only comes from youth and slimness but also every
age and every skin color in all over the world (Datamonitor 2005). Therefore, unlike other brand
names, Dove and its shampoo products are targeting to women who are between 25 and 40
(ebrandium.com n.d).
1.4. Competitors
a) Main competitors
Competitors in the below table cause a large impact on Dove products including losing
segmentation, pushing more effort and budgets on advertising and promotion, and being aware of
losing the powerful position in Vietnamese shampoo market.
Pantene is a brand of Procter & Gamble entering Vietnam in 1995.
Realizing the importance of having a healthy hair, Pantene and its
shampoo products provided a good looking and healthy hair for all
women (Pantene 2013). Six main products of Pantene in Vietnam include
Anti-dandruff shampoo, Smooth Vitality shampoo, Lightweight shampoo,

Smooth shampoo, Repair and Protect shampoo and Anti-breakage
shampoo (Pantene Vietnam 2012).
7
Sunsilk entered Vietnam market in 1995. With carefully steps, Sunsilk has
become one of the popular brand names among Vietnamese consumer.
Sunsilk also shares 13% in shampoo market aimed at women and stays in
top 3 Hair care brand and top 2 Hair conditioner brand in Vietnam
(Unilever Vietnam 2013).
b) Minor competitors
CLEAR is a branch of Unilever group. Including technology solutions in
order to wash away dandruff and other scalp problems, CLEAR started
step-by-step into Vietnam market and gained success to stay the No.1
shampoo in Vietnam (Unilever Vietnam 2013). CLEAR is used by both
men and women to remove dandruff and prevent it from returning for
providing a smooth and healthy hair.
Double rich coming from LG company is suitable with various hair
conditions such as thick hair, damages hair or fine hair. Its aim is keeping
hair healthy and smooth. In Vietnam, Double rich has five main products
for hair care including Double rich Soft & Smooth, Double rich
Revitalizing, Double rich Breakage control, Double rich Nutri & Smooth,
and Double rich Anti-dandruff (Double rich).
1.5. Publics
a) General public
After the announcement of the U.S Department of Health and Human Services about the amount of
formaldehyde or also called 1.4 dioxane in some types of shampoo from Johnson & Johnson or
L’Oreal is too high and causes cancers to people, Vietnamese consumers are aware of using
shampoo and prefer shampoo from outside Vietnam market instead of domestic products (Bach &
Nam 2009). It also leads to the stop of selling shampoos from some large supermarkets such as Big-
C, Coop mart or Martximart until the official conclusions on product quality from Health agencies are
passed (Bach & Nam 2009). This announcement causes the negative awareness of customers on

using shampoo. Dove, as one of the largest shampoo productions in the world, is also affected
negatively by it.
b) Media public
Dove is very well-known in Vietnamese shampoo market, so many online and printed newspapers
have advertised for this brand including Thanh Nien newspaper, Dantri.com.vn, Vnexpress.net, etc.
These articles are about how to make good use of Dove to have a smooth and strong hair, or some
articles are written just because of giving a great reputation on Dove shampoo’s quality.
Furthermore, with the rapid development of the Internet, Dove is also popular in some social
networking sites such as Twitter or Facebook.
8
2. Macro-environment
2.1. Demographic
a) Population and Age structure
According to General Statistical Office (GSO) (Vietnam Online 2011), Vietnam population was
85,789,573 in 2009. Until the year 2012, it has increased to 91,519,289 and ranked thirteenth in the
world (CIA 2012). Furthermore, the age group from 15 to 64 years accounts for 69.7% in total
Vietnam population (CIA 2012). It can be asserted that Vietnam has a young population and large
labour force. Therefore, Vietnam is a potential market to invest and do business.
b) Generational marketing
Currently, Vietnam has a young population and they tend to use Internet frequently to update many
useful information. Therefore, online marketing campaign is a new way to approach this potential
market. Understanding this situation, Dove decided to penetrate this market by doing an advertising
video about ‘The Real Beauty’ and uploading it to YouTube (Digital Dream Design 2011). Dove has
created a breakthrough when this advertising video received 3 million views just only within 3
months because of an interesting content (Digital Dream Design 2011). Eventually, Dove has created
a successful marketing campaign through the attractive video online and has been one of the 10
strongest brands through the selection of Lander Associates (Digital Dream Design 2011).
c) Geographic Shifts in Population
Vietnam is undergoing a rapid urbanization recently. According to General Statistics Office of
Vietnam (n.d.), the average population in urban increases from 24.12% in 2000 to 31.75% in 2011.

People tend to migrate to major cities such as Ho Chi Minh City (5,976 million) and Ha Noi (2,668
million) (CIA 2009) in order to find good jobs and improve their living standard.
d) Changes in the workforce
Vietnam Chamber of Commerce and Industry (2012) states that ‘Vietnamese women account for
50.52 percent of the population and 48 percent of the workforce’. British Council (n.d.) also points
out that ‘Vietnam ranked 11th out of 134 countries on female labour force participation in the
2009/10 Global Competitiveness Report’. Moreover, according to UNESCO (cited in Indexmundi
n.d.), the literacy rate of adult female in Vietnam increased from 86.92% in 1999 to 90.5% in 2009,
which is an optimistic number. Nowadays, more and more women are participating in the workforce
and be well educated. Therefore, they have their own stable income and tend to take care of
themselves more than in the past. This is a positive sign for Dove shampoo because Dove’s target
customers are women. In addition, A recent survey of Dove (cited in Sai Gon Online 2009) indicates
that 95% Vietnamese women think that a beauty hair make them feel more confident. Therefore,
Dove will have a chance to widen their market share by providing more types of hair care shampoo
to meet the needs of Vietnamese women.
2.2. Economic
a) Factors affect consumer purchasing power
Recently, there are many positive aspects in the development of Vietnam economy. For instance,
the Gross Domestic Product increased from $287.9 billion in 2010 to $320.5 billion in 2012, ranking
9
the forty-second in all over the world (CIA 2012). It means that the living standard of Vietnamese
today is higher than in the past, and people will care more about the quality of their daily lives. In
addition, the inflation rate in Vietnam has gone down from 18.7 % in 2011 to 9.2% in 2012 (CIA
2012). This is a considerable decrease because the inflation rate declines approximately two times
just only within 1 years. It is a very good sign because it helps to maintain the stability of the
economy and the purchasing power of consumers.
b) Changes in income
Figure 2: Income distribution in Vietnam from 1999 to 2008 (Reproduced from: Matthaes 2008)
There is a significant change in income distribution in Vietnam recently. As Figure 2 shows, the
percentage of upper class consumers enhances dramatically from 14% in 2003 to 37% in 2008.

Meanwhile, the percentage of middle class consumers also rises rapidly from 36% in 2003 to 55% in
2008. Furthermore, the Labor Ministry (cited in Thanh Nien news 2012) noted that ‘the average
monthly wage in Vietnam increased 19.6 percent to VND3.84 million (US$185) last year’. It proves
that the living standard in Vietnam is improving considerably and obviously, people can afford more
products, especially shampoo, to take care of themselves.
2.3. Natural
a) Packaging & animal testing
The usage of environmentally packaging design is important objectives of Unilever that affect the
benefits of the company and determine the success in many aspects of business. There are two
types of packaging of Dove shampoo designing for Vietnamese market: Sample and plastic bottle.
Both types of packaging are made from plastic containing low density polyethylence (LDPE), which is
identified by code 4. The LDPE#4 signal can be found at the back of the Dove shampoo bottle easily.
According to Wilcox (2010), this kind of plastic are considered as one of the safe kinds of plastic for
products packaging and can recycle easily.
Besides that, after the accusations about animal – testing in Lipton tea from PETA as well as Dove be
listed on the list of companies that test on animal (PETA, 2013), Unilever now treat this problem
more seriously. According to Unilever 2013, they undertake to eliminate the animal testing for their
all products unless it is necessary to protect human health and safety as well as the environment.
This process is subject to strict policies and placed under government’s control (Unilever, 2013).
b) Decreased pollution
1
According to Thai Hang (2010), Nguyen Vinh Long, the deputy chairman of Unilever Vietnam said
that Unilever Vietnam's objective is to improve people life without sacrificing environment benefits.
Unilever Vietnam has invested more than 300.000 USD for modern waste processing system with
the capacity of 300 cubic meters per day. Chemicals will be collected and burn in the high
temperature to decrease the negative effect to the environment. Additionally, Unilever have Safety,
Health and Environment Department to take care of law policies related to environmental
protection and research about the potential risks (Thai Hang, 2010).
c) Sustainable strategies
Unilever recognizes the importance of being positive to the environment as the key to increase their

reputation and customer satisfaction. In 2012, Unilever Vietnam foundation carried out many
successful projects for health and hygiene. For example: Unilever Vietnam spend 300 VND million to
provide clean water supply system for people in Tam Quang commune and spend 250 VND million to
carried out the 3R project (Unilever 2012).
2.4. Technological
According to TalkingRetail 2010, Dove has held three patented technologies: Fibre Active, Micro
Moisture serum and Trichazole Actives technology for different hair care purposes. Furthermore,
Dove introduced hair damage meter to the customers. The strength of this meter is to show the
similar result as in the laboratory and can measure anywhere as well as showing the result to
customers in short time ( Hanh Phan, 2011). Dove also is one of the brands that have achieved
success in using Web 2.0 for interaction to their customer such as Facebook and Youtube
( Vietnambranding 2007). Dove also created multiple language website to introduce their
products and contact with their customer.
2.5. Political
Due to the appearance of various foreign brands in Vietnam, especially in fast-moving consumer
products, Vietnamese government has propagandized several legislation and programs to encourage
patriotism of Vietnamese people through buying Vietnamese products like "Vietnamese people use
Vietnamese goods" programs. These legislations have a huge impact to the way costumers choosing
products. Based on vov.vn (2011), nearly 60 percent of Vietnamese people would choose internal
goods rather than external ones. Therefore, foreign brands like Dove have to face difficulty in
managing and expanding their business in Vietnam.
2.6. Cultural
For hundred of years, Vietnamese women had use soapberry as a
way to wash their hair. Through generations to generations, this
habit has grown strongly. As a result, many company have put
soapberry flavor into their shampoos in which attract Vietnamese costumers. Moreover, some
people used to think that shampoos contain a lot of chemical and using chemical for hair could
damage it. These factors could influence their profit as well as their market growth in Vietnam.
IV. SWOT Analysis
STRENGTHS WEAKNESSES

• On the international market, Dove is a
brand name that values 2.5 billion USD
• Dove only has 6.2% market share which is very
low compared to others competitors such as
and one of the main brands for personal
care of Unilever (Vnbrand 2009). Unilever
has given a wide range of high quality
products and Dove shampoo is a famous
product to Vietnamese customers.
• Being an expert in care products is one of
the reasons why Dove stays in global
market for more than 50 years.
• Dove diversified its products by providing
4 main shampoo collections in order to
meet different needs.
• Unilever has already had five factories in
Vietnam in Hanoi, Cu Chi, Thu Duc district
in Ho Chi Minh City and Bien Hoa and is
opening another factory in Cu Chi in order
to produce enough products to satisfy the
market.
• Most supermarkets in Vietnam such as Big
C, Lottermart, Fivimart, Maximax or
Coopmart are retailers for Dove shampoo.
Apart from these large supermarkets,
Dove’s shampoo products are also sold in
other small markets and grocery stores
throughout the country.
• Dove is cooperating with Ogilvy and
Mather, which is one of the largest

marketing companies worldwide.
• Dove has created a successful online
marketing campaign named ‘Real Beauty’
through the attractive video and has been
one of the 10 strongest brands through
the selection of Lander Associates.
• Dove shampoo packages are made from
safe plastic which can be recycled easily.
• Unilever recognizes the importance of
being positive to the environment as the
key to increase their reputation and
customer satisfaction so that it invests to
the modern waste processing system in
order to decrease the negative effects to
the environment.
•

Dove has 3 modern technologies which are
Fibre Active, Micro Moisture serum and
Trichazole Actives for different hair care
purposes to satisfy different needs of the
customers.
Pantene (10.8%), Sunsilk (14%) (TNS Infosys &
Nielsen 2006, (cited in TƯ

V Ấ N QU Ả N

L

Ý

2011).
• Although Unilever purchases main materials
from Vinachem, the company still has to import
other materials. Thus, the company is charged
more costs due to transportation, tax and other
miscellaneous expenses.
• The prices of Unilever products are slightly high
for rural customers to afford, especially for who
has low income (Caia 2012).
Fi g

u r

e 3

: Impressive advertising (Reproduced from:
Vinaresearch 2012).
• Based on figure 3, Advertisings of X-men and
Clear have strongest impression with 24.3% and
24.0% respectively. Dove’s promotion is
ineffective and not many people are aware of
their advertising with only 6.2%.
• In Vietnam, Dove targets the female segment
only.
OPPORTUNITIES THREATS
12
•
Unilever first came to Vietnam in 19
95
which is the beginning period of Vietnam

market (Baomoi 2011). After this year, the
company has delivered many kinds of
products and Dove is one of them. It
became the familiar brand in the shampoo
industry and attracted many women’s
customers particularly. The early coming
•
Proctor & Gamble (P&G) is a giant competitor to
Unilever in the Vietnam market. Both of them
came to Vietnam simultaneously in 1995 and
offer many products in two industries including
food and health care. According to the
CNNmoney in (2011), P&G ranked 80
th
with
12,736 million dollars in profit while the
Unilever’s profit is 5,621 million dollars with
has brought an advantage to the company
136
th
. Moreover, P&G has just invested in the
that can compete with the other factory in Binh Duong with 80 million dollars
competitors. budget in December 2012 (Vnexpress 2012). The
•
The tradition and culture of women in
P&G may impact on the sales of the Unilever.
Vietnam is to have long black hair. Now, The reason is that all the products of both
the new trend of Western countries with companies are convenient products. Therefore,
short and color hair is becoming more the products of P&G with highly distribution and
fashionable. Moreover, a short hair may large market share will benefit more comparing

make people feel more active and does to the Unilever.
not need waste much time for nourishing.
•
The increasing or decreasing in inflation and
Vietnamese women accept this type of unemployment rate can affect the businesses.
hair because of its characteristics. The new The reason is that they can influence to the
trend help the company can enter to the purchasing power of customers. In Vietnam, the
market easily. customer price index (CPI) reduced from 223.6
•
The development of mass media creates
to 205.8 between 2011 and 2012 (Vietnam
many opportunities to the firms in the report). This shows that people purchase less
advertising industry. Bill boards, panels, than the year before. As a consequence, the
televisions, newspapers and internet are Unilever’s sales may be reduced.
the best tools to introduce a product to
•
Besides the competitors inside the country, Dove
the customers. Particularly, Internet is a faces the other shampoo brand names from
most important factor. Although the foreign countries. People tend to refer the best
Internet using has become popular in quality product. Therefore, they do not hesitate
recent years in Vietnam, the usage rate to choose the foreign products with highly
will increase rapidly in the future. effectiveness. It leads to the loose of potential
According to the Ministry of information and loyal consumers. The production of Unilever
and communication in Vietnam, there are may decrease.
31,304,211 Internet users in 2012
accounting for 35.58% Internet users per
capita comparing to 3,261,950 users in
2004 and 14,683,783 users in 2006. As a
result, the company can gain more
customers in various classes.

• The increasing standard of living leads to
the demand for many products that serve
health and beauty. It creates more
opportunities for the company to increase
the production.
•

In recent months, Dove has a scandal that the
product contains formaldehyde which can create
cancer for the users (Dantri 2012). The
information spreads quickly by the media. As a
result, Dove’s image is damaged in the market.
13
V. Segmentation, Targeting, Differentiation, Positioning.
1. Segmentation
Geographic: Dove shampoo is appropriate for all women, especially women who are at the age from 25 to 40 throughout the country.
SEGMENTATION
1.
Demographic


TEENAGERS and UNIVERSITY

STUD

ENTS
P s

y c

ho gr

aphi c
Lifestyle
_ Appearance is one of the top concerns of
teenagers
_ Teenagers often spend their time to watch TV,
access to the Internet and then easily be
attracted to the cool advertising
_ University students also care about how their
appearance looks like, but they may be more
active to select and classify the information.
They also have many opportunities to
participate in societal activities as well as be
more aware of the world they live in, so they
will care about the effect of chemical products
to the e

nv

ironm

ent


YOU N G A D

U L TS

(T a r

g et s e g mentati on )
P s

y c

ho gr

aphi c
Lifestyle
_ They may spend much time and budget for
improving their appearance
_ The luxurious and elegant design of product
may get their satisfaction


_

Th e y o

ft e

n d y

e c o

l o

r and cu r l their h a ir
Behavioral

Age: 15 to 25
Gender: Female
Income: Most of customers in this segment are at
school ages so that they still depend on their
parents and do not have income. The remains may
be independent in finance.
Occupation: Students
Loyalty: teenager might pay attention to the new
things but their taste may change quickly. Their
view can be affected by family, friends, celebrity
and education.
Occasion: daily uses
Usage rate: quite high rate
2.
Demographic Behavioral
Age: 25 to 40
Gender: Female
Income: Almost customers in this segment are
independent in finance and have middle-high
income.
Occupation: Every occupation
Loyalty: prefer products that express a good quality
and then they can be faithful users
 Company have to spend much time and
effort to gain this group of customer
Occasion: daily users, gift for Valentine Day and
holiday.
14

Demographic


Prefer the product for damage hair
The qu al i ty o

f t

h e

p r o

du ct

i s i m

p o

rta n t


ADU L TS
P s

y c

ho gr

aphi c
Lifestyle

_ Female are over age 50 often worry about
hair loss ( Sian 2013)
_ They are independent in finance and care
about their appearance ( Phuong Trinh, cited in
FTA research 2012)
_ They are often the person who buy food,
personal care product for their families as well
as themselves


The person who often decides how
to spend money to satisfy their
family need (Phuong Trinh, cited in
FTA research 2012)
_ They are interested in products that are good
for their health and their family health.
_ They have experience in product usage and
might have good analytical skill
(Bachkhoatrithuc 2013)
Usage rate: heavy rate
3.
Behavioral
Age: over 40
Gender: Female
Income: middle-high income
Occupation: Every Occupation
Loyalty: want to economize their time and budget
to choose the product that offers the most
satisfaction
Benefits sought: Tricazole actives of Dove treat hair

loss, affordable prices, available in supermarket
and stores in the whole countries.
Occasion: gift, daily uses
Usage rate: low rate
15
2. Targeting
2.1. Targeting strategy
Micro (local and
idual) marketing
Concentrated (niche)
keting
Differentiated
mented) marketing
Undifferentiated
s) marketing
Figure 4: Targeting strategy of Dove shampoo in Vietnam (Adapted from 29secrets.com
2012, and makeupandbeauty.com)
Dove shampoo is focusing on differentiated marketing that they can provide many types of shampoo
matching with many types of hair problems. To specific, there are four main kinds of shampoo
produced in Vietnam including:
• Dove Nutritive Therapy Nourishing Oil Care Shampoo which is used by women who have a
thick, heavy, frizzy or dry hair (29secrets.com, 2012).
• Dove Damage Therapy Intensive Repair Shampoo helps to prevent hair breakage.
• Women having rough and tangled hair can also use Dove Straight And Silky Shampoo as a
good treatment to make hair less frizzy and smoother (makeupandbeauty.com).
• To solve hair fall condition, Dove has produced a type of shampoo called Dove Hair Fall
Rescue Shampoo in order to provide moisture and make hair thicker.
By introducing four main types of shampoo in Vietnam market, Dove is using differentiated
marketing (segmented marketing) to achieve higher sales and market share.
2.2. Target markets

Dove’s products used to target every woman at different ages, but now the main targeting market is
women from 25 to 40, and there are several reasons for this
choice.
First, women usually want healthy, youth and active lifestyle last longer (cosmeticsdesign.com). As a young age, women may be
too busy to take care of family or to have promotion in their career, so they may not pay attention much to their appearance.
However, when they get older, they may start to realize their beauty just stay with them temporarily, so it is an opportunity for
ind
ma
(s
(ma
cosmetic or hair care companies to attract more
1
Besides, hair is one of parts that make a woman look differently to others (hair2stay.co.uk). This
means hair is more important to women (Arizona State University sociologist Rose), but it is changed
a lot when women are over 30 (hairfinder.com). it can be thinner, drier or even more brittle than
before (hairfinder.com). Therefore, Dove‘s main targeting market is to attract more women through
different kinds of Dove shampoo for different hair’s problems, especially to supply nutrition to
various types of hair.
Finally, according to dantri.com.vn, the standard of living of Vietnam was only 140 USD, but it has
increased to 1.600 USD since 2012. This is to say, customers’ income has increased nearly 12 times
(dantri.com.vn). As a result, most Vietnamese women between 25 and 40 can afford to buy many
Dove products than in the past.
3. Differentiation
The competitive advantage is the advantage the company has that gained over the competitors by
offering differentiations. There are five differentiations that a company can attain. They are product,
service, channel, people and image differentiations. The Unilever offered product and image
differentiations that make its product differ from its competitors.
a) Product differentiation:
Innovation plays a vital role in Dove shampoo. In the past, people referred the shampoo with the
main purpose that having a strong hair. However, the beauty needs are more than having a strong

hair. Dove recognizes these demands in the early and offers different kinds of shampoo. Seven types
of shampoos’ Dove are sold in the United State market and four of them appear in the Vietnamese
market. They are nourishing oil care, revival, intensive repair and daily moisture shampoos. The
creativity in shampoo brings the differences in each one and match to the customers’ needs. For
example, Nourishing oil care shampoo are made of mineral oil and natural almond. Both two
elements provide the important nutrients that help users’ hair is smooth, shine and soft (Dove).
Intensive repair shampoo helps rebuilding hair and preventing from breakage with Micromoisture
Serum formula (Dove).
b) Image differntiation:
Sustainable living is the vital component that contributes to the success of Unilever. In recently,
people have being aware of the corporate social responsibility (CSR). The more company considers
to the environment, natural resources and the community. The company is likely to be trusted by
the customers (Unilever). Dove is a product of Unilever. Therefore, this brand also has unique selling
point in the Vietnam market.
4. Positioning
4.1. Positioning maps
1
Figure 5.1: Positioning map with quality and price
Based on the positioning map, Dove provides high quality product in a reasonable price compared to
Pantene, which offers the best quality but having a higher price. Although Dove brings many types of
shampoo with a suitable price to all customers, it should improve the quality to match the needs of
higher class people. Moreover, in a long-term, Dove should be careful with Double Rich and Clear
which are also competitors in hair care market. Although Double Rich and Clear are cheaper than
Dove, they offer suitable quality products with a good price (around 60,000 VND) that satisfy the
consumer needs, and they could also develop their shampoo in the future in order to have a higher
market share.
18
Figure 5.2: Positioning map with consumer awareness and most often used
The second positioning map illustrates the connection between the brand awareness of Vietnamese
consumers and the frequency of using these shampoos. According to the map, Clear is the most

awareness brand (96.5%) and used by a majority of customers (27.6%). Although Dove has a high
brand awareness percentage (88.8%), only around 12% of Vietnamese customers chose Dove as
their daily shampoos. Compared to Dove, Pantene are being used by more consumers than Dove in
spite of their low brand awareness. Thus it means that even though Dove has spent a vast amount of
money for promoting their products, the sale volumes are seemed to outweigh the advantage of
high customer awareness. This issue should be analyzed and discussed carefully to come up the
causes as well as recommendation.
Based on the two maps, Dove has proved that they are a strong brand in which offer to the
consumers high quality products and have a top customer awareness in the industry. However, Dove
has to consider some problems about unreasonable prices and their low sale volumes if they want to
be the market leader in shampoo field.
4.2. Value proposition
Figure 6: Dove Shampoo overall strategy (Adapted from Table 1b)
To compete with other competitors such as Sunsilk or CLEAR, Dove is using “More for more” strategy
in order to attract customers caring about hair conditions. In addition, Dove shampoo always has a
higher price than other brand names, except for Pantene. The price of Double Rich and CLEAR
shampoo is around 60,000 VND per 350g
(Table 1b). Meanwhile, Sunsilk has the lowest price compared to other competitors which is at
50,000VND. However, with 65,000 VND, Dove can provide many benefits to customers such as many
types of shampoo or beautiful designs.
4.3. Positioning statement
Dove chooses to target women at the ages from 25 to 40 years old with the brand concept is “to make more women feel beautiful
everyday”. Dove has done lots of unique things to prove that they can achieve customers truly as it has stated as well as to
emphasize its brand name (Unilever 2013). In the first advertisements on TV, the company used real and ordinary women to give
testimonies about what and how they have experienced in using Dove’s products (vnbrand.net). According to vnbrand.net, nearly
half of women like advertisements which have models are similar to them
1
because it makes women feel more confident in their appearance.Therefore, to prove that the
company is understanding customers’ thought, Dove has established a campaign for Real Beauty
which is also called “Real Beauty for Women” (Unilever 2013). The aim is to support women “to

embrace their own real beauty” (Unilever 2013). At the same time, this campaign also emphasized
that Dove has tried to build a friendly relationship with its customers (tukhoa.vn). A successful
statement has attracted more customers to use Dove shampoo and has made them understand how
they really feel about what real beauty is (Baomoi, 2009)
VI. MARKETING MIX STRATEGIES
1. Product
1.1. Product classification
Familiar with other shampoo brands, Dove is classified as convenience products because customers
could purchase them easily and promptly in many places, including supermarkets, markets and
convenience stores without paying much attention to the prices. Taking advantages of Unilever's
supply chains, Dove has spread their products to the majority of cities and towns in Vietnam.
Although Dove shampoo is a convenience product, the performance of it through many years of
selling in Vietnam has taken the mind of Vietnamese consumers. In 2011, Dove became the first $3
billion personal care brand of Unilever (Unilever, 2011).
1.2. Levels of product
There are three levels of Dove Shampoo‘s product including core benefits, actual products and
augmented products.
a) Core benefit
Core benefit of a product is “What is the buyer really buying”(Marketing principle, p. 201). From
that, the core benefits of Dove Shampoo are cleaning hair and providing nutrition to different hair
problems such as dandruff, damage hair and hair fall.
b) Actual products
Brand
Dove has started since 1957 in the US, and now, it is one of the most
famous brands of Unilever for personal health care (Unilever 2013).
Dove’s iconic Beauty Bar is not only the outstanding product of Dove
but also is known as the “#1 Dermatologist Recommended brand in US,
Canada and France” (Unilever 2013). Moreover, according to Unilever
2013, Dove’s market- oriented is to produce products that help to
enhance “the condition of skin or hair and give a pleasurable

experience of care”
Logo
Dove logo has its own story. Unilever first developed Dove for the
need of the Navy in order to solve skin and hair problems coming
from sand exposure and sea water (logoorange 2013). Then in 1957,
Dove is turned into a commercial brand that everyone can see it
everywhere (logoorange 2013). To remember its original purpose,
Dove has used a pigeon to represent peace as well as “inner beauty
and not just superficial elements” (logoguru 2010). Therefore, Dove
is easily recognized relying on the peace pigeon.
c) Augmented products
Features
Dove products utilize many new technologies to protect hair including
Vibrant Color Lock technology and UV Complex which help to protect
color of hair all day, and keep it shine and vibrant (Dove US 2013).
Moreover, with New Color Care Daily Treatment Conditioner, Dove
shampoo can protect the health of hair by sealing cuticles to keep
nutrients (Dove US 2013).
Dove’s website provides the information about the updated products, recommendations and the
making hair beauty’s approaches (Dove). It is very useful for women who work in the office all day.
They will have knowledge about the products without wasting time in various products in the
supermarkets. Moreover, the website has videos, games and quizzes that help the customers have
more experiment in utilizing Dove’s shampoo (Dove). Finally, the Dove’s site is web 2.0. Therefore,
customers can present their feedback and share their experiment to the other users (Dove). The site
is very convenient and brings the consumers to the brand quickly.
1.3. Brand development strategies
Dove is an outstanding case study in applying the Brand Extension strategy to expand their impact.
Beside producing and selling shampoos, Dove is also the brand of a wide range of fast-consuming
products focusing on personal beauty consist of hair care, skin care and deodorant with 21 products
in Vietnam. This strategy has brought many benefits for Dove. It could increase the brand image of

Dove they bring to the market high quality products. Moreover, Dove could reduce the expense of
introductory and follow up marketing program for brand recognition, and it brings more choices to
customers. However, using Brand Extension strategy could be a threat for Dove if new products
generate implications that damage the brand image.
Figure 8 Brand Development
Also, Dove has applied Line Extension strategy for its shampoo product category. Dove extends its
shampoo into four main collections in current Vietnam market for different hair types such as Dove
Nutritive Therapy Nourishing Oil Care Shampoo, Dove Damage Therapy Intensive Repair Shampoo,
Dove Straight And Silky Shampoo and Dove Hair Fall Rescue Shampoo (Dove Vietnam 2013).
Moreover, Dove shampoos have different sizes (170g, 340g, and 650g for bottle and 7g for travel
pack) and different colors (gold, blue, pink and green). Thus, consumers can choose the shampoo
based on the functions as well as their usage rate.
Line extension strategy can bring many benefits to the company such as helping the company to
meet the variety of consumers’ needs. Furthermore, the company can lower the cost of promotion
when it wants to introduce new products and can occupy more shelf space in the supermarkets to
create brand’s awareness in customers’ mind.
1.4. Product Life-cycle Management
The recession of the world’s economy have made the huge impact on many different business's
activities. However, the beauty care
industry does not have a downtrend of
performance. In facts, this industry has a
rapid increase in sales with the
estimative profits achieving 382 billion
dollar per year (Songmoi 2012).
Therefore, many brands can still
maintain their performance and have
many opportunities to develop their
brand value, including Dove.
Dove is placed at Growth stage. Owing to
effective of marketing as well as

developing strategies, dove products get
the significant increase in their sale
Figure: Product life cycle of Dove (Adapted from
Pauroblog, 2013)
revenue as well as their brand value placing in the to p ten of favorite personal care brands in 2010,
according to Nielsen. Besides, in the current survey about shampoo market in Vietnam in 2012
launched by Vinaresearch, Dove get the quite high awareness of Vietnamese consumers, with
accounting for 88.8% as well as being the second brand in awareness of woman group.
22
In shampoo market of Vietnam, Dove products are facing with many others competitive brand such
as Pantene, Rejoice, Enchanteur etc. A strength of Dove shampoo is to focus on damaged hair
treatment and hair loss rescue, which may having less competitors than dandruff-specialized
products. However, in that area, Dove meets the difficult situation when they have to face Pantene
of P&G, which is known as “a global brand”. In addition, it seems that the advertising of Dove
shampoo do not create the strong impression to the customers as others did ( W&S research team
2013).
However, according to W&S research team (2013), there is about 97 percent that have the idea of
changing to another shampoo brands. Furthermore, it is the negative trend that the classical
advertising through media does not show the highly effective as in the past (Ecd 2013). Therefore,
Dove still has the chance to attract the consumers through the advertising campaigns and the way of
distribution in order to improve their awareness and loyalty.
In order to improve their growth, Dove needs to improve their quality of the products, care about
the packaging of products and invest more for the attractive advertising campaign.
2. Price
2.1. Internal and External factors
a) Internal factors
One of the company objective is to increase the market share by maintaining the strengths of Dove’s
products to have a good position and image in consumers’ mind. Dove wants to help women bring
out their inner beauty by having a good outer beauty because of using their good products (Unilever
Vietnam 2013). In order to achieve it, Dove is focusing more on doing attractive advertisings. Dove

has used real women in their advertisings for over 40 years without using technologies to
manipulate their models’ image in the advertisings (Unilever Vietnam 2013). Therefore, its
advertisings are very honest and consumers will feel more confident because they think that they
are similar to the models in the advertisings. Dove has created a successful ‘Real Beauty’ marketing
campaign and received many positive responses from consumers. Furthermore, Dove has done
many kind of promotion strategy such as releasing discount coupon, quantity discount, trade-in-
allowance, providing sample testing and sponsoring for many social activities (Caia 2012). Moreover,
in order to increase market share, Dove has attached special importance to provide a wide range of
products to satisfy the different needs and wants of consumers (Unilever Vietnam 2013). Another
objective is that Dove should try to outdistance its competitors by developing the quality of their
products in the future to meet the needs of consumers from higher class.
Realizing that almost people live in rural area have low income, Unilever Vietnam has proposed a
price strategy in order to bring a good price to the consumers. Unilever has cooperated with many
local middle and small businesses to have raw materials right away instead of importing them. It is
very profitable because the company can reduce the cost of the products and does not have to pay
high tariff. Furthermore, the company has distributed the production and packaging in the North,
the Central and the South areas of the nation to reduce the cost of movement and storage (Caia
2012).
Currently, Dove is at growth stage so that it needs to improve the quality of products, cares more
about the packaging of products and invests for having more other attractive advertising campaign.
23
b) External factors
1. Types of market:
To set the price, the marketers need to analysis the different characteristics of each market. In pure
competition market, no firm is large enough to control the whole market as well as setting the prices
independently without depending on the market prices (Economiconline 2013). However, according
to Larry (2005), the pure competition market only exist in stringent conditions such as the quantity
and size of each firm is similarity, only applying to homogeneous products and the products can
being replaced to each other easily. If all of those fail to occur simultaneously, the imperfect
competition market will happen (Larry 2005). In the case of Dove shampoo, the marketers can make

price decisions based on their knowledge about imperfect competition market. To be more accurate,
Dove shampoo is in monopolistic competition market, which including many firms produce the
products having different features, design or style (Saga 2009). The shampoo market in Vietnam is
quite diversified with numerous brands from different firms such as Clear and Dove of Unilever,
Pantene and Head& Shoulder of P&G, Enchanteur from Wipro Unza etc. However, because of the
differentiated products of each firm, they are more active in making price decisions. According to
Hoang Trung (2013), the company may have ability to set the higher price depending on the
products value in order to capture maximum profit in return without worrying about losing all their
customers. However, the company also should care about the price of the competitors to set the
suitable price for their products.
Dove shampoo is the product for the customer objects of middle class. Dove shampoo has many
strengths such as holding 3 patented technologies( TalkingRetail 2010), the impressive marketing
campaigns about “real beauty of women” and focusing on damaged hair care segment (Unilever
2013), which it still has limited amount of competitors. Therefore, the price of Dove shampoo is
slightly higher than others, which the price of Dove has nearly 2 times higher than Sunsilk for lower
class and 3 times higher than Head & Shoulder( Vietlinkgroup 2012).
2. The demand:
Figure 9: Equilibrium Price (Adapted from Tradingcharts 2013)
The company needs to consider the relationship between the demand and the price. In the common
circumstance, the higher the price is, the lower the demand is and vice versa ( Tradingcharts 2013).
The increase in prices may lead to the consumer restrain their expenses. In this case, the company
may decide to decrease the price to meet the demand of consumers. If the decrease of price can
result in the increase of demand, it means there has the elasticity of demand. According to DNA
2013, low elasticity of demand means the decrease in price that leading to the sales volume do not
increase significantly, which result in the profit declining. On the contrary, high elasticity of demand
means the price decrease that lead to the increase in sales volume as well as the profits (DNA 2013).
24
The company needs to consider carefully about the profits based on the elasticity of demand before
discount. The elasticity of demand usually is affected by numerous elements such as level of income,
general economic circumstance or trend of expenditure ( Investopedia 2013).

3. The factors related to the psychology of customer.
The ability of customer to accept the price usually is affected to the psychological factors. According
to Avalue 2013, when the customers lack of knowledge about the product, the brands or the prices
of the other competitors, they usually have tendency to doubt about the price of product. If they do
not find the reasons to satisfy their tendency, they will not be able to accept the prices. According to
Doko 2013, many customers admit that there is the close relationship between the price and the
quality of product. They assume that high price means high quality. Besides, consumers also have
the tendency to compare the price between the competitive products (Allbusiness 2013). Therefore,
the psychology of customers is one important factor that can affect the price.
In shampoo market in Vietnam, the price of Dove is slightly higher than other shampoos
(Vietlinkgroup 2012). However, Dove shampoos make the good impression to customers as a high
quality product through useful advertising campaign, the luxury and elegant design and also showing
the great ability to care damaged hair(Unilever 2013). Therefore, the customers can feel satisfied
about the price of Dove shampoos.
4. Competition
The price of the competitor has significant impact on the price decision of company. Because the
customer can consult the price of competitive products before deciding to buy a product, the
company needs to set the affordable price to meet customer requirement as well as maintain their
competitive position (Winnerscience, 2012). According to DNA 2013, there are three elements that
the company needs to research about competitive products: the price, the quality and the
relationship between two of them, and then use their discovery for price decisions.
Dove shampoos of Unilever have the similar strengths as Pantene of P&G. Both brands are for middle
class, use for damaged hair and receive many positive comments from customers. Both products
have the similar quality ( Vietlinkgroup 2012). Therefore, Dove cannot set higher prices than Pantene
without losing their customers. Instead of that, the price of Dove shampoos are similar as Pantene
shampoos, which Dove and Pantene cost about 70,000VND and 65,000 VND
respectively(Vietlinkgroup 2012). However, compared to other brands such as Rejoice, Doublerich
and Enchanteur, the price of Dove is higher than all of them.
2.2. Current price
In term of prices, shampoo is considered as a convenience product and it gain a high growth in Vietnam’s market, therefore the

price of shampoo should be reasonable following with quality. Besides Dove, there are some competitors that offer the similar
quality in different prices. The chart below illustrates the prices of some brands in Vietnam up to 2012.
2