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1. Marketing
1.1 Marketing concept?

Marketing is a process of making a plan and implement policy product,
price, distribution, promotion and support of business goods, ideas or services to
conduct exchange activities to satisfy the purpose of the organization and the
individual (American Marketing Association -1985)
Marketing is the activity aimed at satisfying customer needs and their wants
through exchange processes interact. (Kotler 1980)
Marketing is the science of the entire business activities from production to
consumption, it needs based on market fluctuations or otherwise is taken to market
orientation ( Ansoff Marketing Research Professionals-UN)

1.2 Nature of Marketing in the 21st century

Nature marketing bases on core concepts: needs, wants and requirements,
product cost, value and satisfaction, exchange, trade, relationships and market ...
demand: the lack of a state satisfying basic (food, clothing, shelter housing, safety,
wealth,

esteem,...
Marketing focuses on satisfying the needs of customers by focusing on

understanding the market and focus on the customer. The first company to pay
attention to the needs of potential customers then go on to produce commercial
products or services created. Theory and practice of marketing is based on the
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customer use a product or a service that is only when they have a need or because
such products / services that bring tangible benefits to them. Two key aspects of

marketing are to find new customers, keep close contact with existing clients .

2. Analysis of consumer demand, consumer behavior of customers for P/S
toothpaste products.
Trading in mechanism market is increasing difficult place due to the fierce and
fiercely competitive market. Product increasingly diverse categories, and there are
countless quality goods ready to replace it. Therefore, consumers increasingly have
more difficulty in choosing products. The business wants to survive and have profit is
no other way to satisfy the needs and desires of the consumers in the best way,
superior than the competitors. To be able to understand what customers need in
business is a process of understanding the market and proposed marketing policies to
meet the needs of consumers.
2.1. The concept of consumer behavior and behavioral patterns of consumers.
Consumer behavior is all actions that reveal consumers in the process of
investigation, procurement and use and evaluation of goods and services to satisfy
their needs. It can be considered that consumer behavior being the way consumers
will take to put the decision of their property (money, time, effort ...) which is related
to the purchase and use of goods services to meet individual needs.

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In the first phase, the marketers could understand consumers through daily sales
experience. But the growth in size of the company and the market has made many
marketing managers which are not qualified to direct contact with customers again.
They have to research customer to answer questions such as: which group of
customers need your products? What are the products they need? When do they want
to participate in the procurement?
It is able to consider factors affecting purchasing decisions of consumers
through the following model:

Marketing
stimuli

Other stimuli

Product

Economic

Price

Technological

Place

Political

Promotion Cultural

Buyer’s
Characteristics

→

Buyer’s
decision
process

Buyer’s
decision

Cultural

Problem
recognition

Product
choice

Social

Information
search

Personal

Evaluation
of
alternatives

Dealer
choice

Psychological

Purchase
decision

Purchase
timing

Postpurchase
behavior

Purchase
amount

→

Brand
choice

To understand the needs and behavior of consumers clearly, we are going to
learn a particular product; that is P/S toothpaste.
2.2. Analyzing needs and behavior of P/S toothpaste consumers.
P/S toothpaste is a product of Unilever and it has been appeared very popular in
Vietnam market. The P/S product's current can be listed as:
Name of toothpaste

Uses

P/S Salt 120g

Helps prevent cavities and gum disease.

P/S Green Tea Extract
& Chamomile

Green Tea Extract & Chamomile help

100g, 200g

Hình ảnh

prevent heat mouth, prevent cavities.

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P/S Lemon Extract
110g

Lemon Extract and Vitamin help strong

teeth and fresh breath
P/S Complete 8 Actions Bring 8 ways to help optimal protection
and comprehensive dental care.
70g, 150g
P/S Exceptional
cavities

Add 50% Calcium helps prevent tooth
decay excel

45g, 120g, 200g, 250g
P/S Green core 160g

P/S White No 100g

P/S Good baby 35g

P/S Kids Cao Cấp 35g

The unique formula mouthwash for healthy
teeth and fresh breath
Breakthrough with unique blue foam, it
helps to have whiter teeth after just 1
brushing time.
The formula contains calcium and fluoride
for baby. a strong and healthy teeth
The unique formula contains Vitamin E to
help protect gums. And calcium fluoride
helps prevent tooth decay and tooth enamel
strong

P/S Sensitive expert

Breakthrough Technology from UK for
sensitive teeth help to build strong teeth
and reduce sensitivity

About analysis problem and researching market, Unilever Vietnam has
implementated carefuly and thoughtfuly way right from the start of operations in
Vietnam. Because partnerships are referred to incorrect results and reality, it will
inevitably lose lots of business. From the practical to the rapid population growth, the
growth rate, economic growth is always positive to see Vietnam to be a country which
can potentially large market with abundant young manpower, resources ample to
mention is that "limestone" for toothpaste production.
According to the American psychologist named Abraham Maslow, people have
different demand levels. Demand is the lack of something that people can feel.

Demands of people are very rich and diverse; however Maslow had divided human's
demand in five main groups, it decentralized hierarchy from low to high.

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Demand for selfimprovement
Demand for being respected
Affiliate demand
Demand for being safe

Biology demand

In the pyramid of human demand, biological demand is in the lowest position
and it is the demand that people always try to satisfy first. Because it is the demand to
maintain the body's natural existence consists of the elements: food, shelter, clothing,
rest ... Next levels are safety demand and affiliate demand, emotion demand, the love
between human being and human being. The higher level is the need to be respected
or admitted talent, ability and knowledge of an individual. Highest level in the
demand pyramid of Maslow is demand for self-improvement and personal
development capabilities. When a need is met, other needs will appear. As a result,
people always have unmet demand and this demand promote people to perform
certain tasks in order to satisfy. Unilever has researched the consumer needs through
Maslow's model and apply the strategies in their products. If the products' superior
cavities", "P/S Salt "... hit the psychological factors people need to protect their own
health (biological needs), then the product as "P/S White No", "P/S Lemon"... to hit
the human psyche needs to be respected, to be self-improvement.
The oral health care for every member of the family is one of the necessities to
care for and protect the health of the whole family. The problem here is that company
must understand Unilever Vietnam: who is customers? What is consumers' demanding

in P/S toothpaste products? What do customers buy products for their company's
product without competition? When do they buy? Where will they purchase? With the
advantage of a well-known multinational company in the scope of supply of fast
moving consumer goods, so when entering the Vietnam market, Unilever Vietnam has
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mapped out and implemented marketing strategies to meet essential requirements of
all Vietnamese people.
With advanced culture imbued with national identity, the old adage is "teeth,
hair are true beauty of human" which is viewed as standard to represent the writer's
ego by the Vietnamese people. This shows the necessity and beauty needs more
attention and gets people to focus on. The demand for white teeth, strong to create
confidence in terms of human relations and forms of communication are to be focused
on people.
Who is customer?
Toothpaste products are essential commodity of every family to protect dental
health for the whole family, there is no distinction customers. Clients are children,
pupils, students, working people, middle-aged people. But customers in the different
social classes, the demand for such products are also different: For those in the upper
class, they use good quality products with a high price in order to express themselves
and their new concept that is "class". For example: P/S Toothpaste Products, HighEnd P/S Complete 8 ActionS, P/S White No, P/S Sensitive Expert. For those in the
middle class, ordinary, they use good quality products but suit themselves, they can
accept or consider buying, but buy discount timing. They choose the product that suits
them and fit their pocket.
What is consumers' demanding in P/S toothpaste products?
+ Product is diversity, rich in variety and good quality:
Each region has custom, private dining tastes. North has distributions in four
distinct seasons: spring, summer, autumn and winter, each season of the North eat sour
foods, hot and cold and can make each one different oral diseases. There are two

seasons in the South: rainy and dry seasons (not winter), so there is characterized by
eating very spicy and sweet taste of sugar. The Middle has mountain terrain, it is near
the beach, long narrow and steep with hot dry weather patterns due to Laos wind, low
rainfall, but the food tastes like the South is like eating spicy and sweet. Therefore the
northern susceptible to dental diseases such as multiple heat mouth, tooth decay, tooth
enamel damage, gum disease, dull teeth, sensitive teeth ... The south and Middle have
majority of the patients with multiple oral temperature , tooth decay, gum disease,
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tooth sensitivity ... eating spicy food hot, cold food and sweets. It is the cultural
characteristics of each region to create 3 regions: North, Central and South with
consumer preferences toothpaste products different. If you want to exploit this
potential market, the company must make toothpaste products rich in species diversity
and people can choose the product that suits them.
+ Eye-catching packaging designs: Interests of consumers are diverse and
abundant, well-suited to the rich types of products of the company. Products P/S
toothpaste wants consumers to pay attention, it does not only improve product quality
but also to reform the product packaging design effects stimulate weak consumer
market. For example, for products toothpaste P/S Lemon is the dominant color is the
color of fresh lemon, P / S, Green Tea is green tea leaves ... make an impression for
users and also easily recognizable the use of the product.
+ Reasonable price: It is not only the best quality, beautiful design but also costs
cheaper. If a product is outstanding quality costs, it is only affluent people buying
new. That puts the company's research mission's reasonable price to meet the needs of
every customer.
+ Product weight: Vietnamese has traditionally lived in a family for generations,
so they may need to use large amounts of toothpaste. The few people who live alone
so far must go to work, study, travel ... they have had the need to use small volume
products. Demand for the product of different objects should demand toothpaste

volume also different
When do they buy?
In the present time, every citizen's life is raise, the demand for dietary needs are
very high. On birthdays, public holidays, special events, they organize a party or
slobbering. Without dental care, the food, the drinks containing sugar, coffee and
tobacco are made gold teeth, tooth enamel damage, decay... The living conditions of
the people as they raise more attention to oral care. The market has more and more
vendors' toothpaste contributed to raising awareness of the people about dental health.
They buy the products when their toothpaste products is run out of or toothpaste
products which they are using are no longer appropriate, they need to buy new
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products. When they need to find the right product to buy themselves or family, they
are required to conduct information search and product comparison to the other to find
a product that suits them. On the other hand, Vietnamese people tend to be interested
in buying discount goods or products supplied. They buy a product which is together
with promotion, it is not because of cheaper products that fit the needs or use that
because they love and want to receive promotional product attached it. Therefore,
companies increase to do marketing and introduce new products with advertising,
leaflets, propaganda, and trial donate, donate brush with...
Where do they buy?
Consumers often buy at the retail and wholesale dealers, supermarkets ... For
products to consumers; the company should have a reasonable distribution policy.
With the status, high social class, they always select supermarkets and stores to buy
cosmetics. Simply because they feel that the products sold there have good quality and
the right price. Furthermore, these places have the counselor who can answer their
questions when looking for a new product. For those who have low incomes, they
choose to buy at dealers or traders, because they understood the price from the
manufacturer to the consumer through many intermediate steps and pushed up prices.

They prefer to buy products cheaper and the quality is no different in the supermarket.
3. Viral Marketing
3.1 Viral Marketing concept

The term viral marketing is professor Jeffrey F. Rayport at Harvard Business
School (USA) mentioned in the article The Virus of Marketing (Advertising type
virus) Fast Company magazine in 12/1996. The term was later popularized more
by Tim Draper and Steve Jurvetson, Draper Fisher founder Jurvetson, in 1997.

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Viral marketing describes tactics to encourage viral marketing content to
others. Messages conveyance can be a video clip, funny stories, flash game, ebook,
software, photographs, or simply a text. The researchers found that on average
more than 10 people have intimate relations, 150 relations social and 500-1500
other ties loose. So economists assess viral marketing as a new solution for the
marketing industry before the popularity of YouTube and video sharing movement
online as well as Facebook and Pinterest, Twitter for news and photos.
3.2 Nature of Viral Marketing

Viral Marketing use spread of Viral content combined with optimized
transmission channels for the purpose of marketing to convey messages to target
customers.
Heart of viral messages located in content marketing. The audience does not share
your brand even they like it. They share their favorite content message they feel
and expect other people feel the same message immediately. They do not help
share the message. They share their sense of their own feel - which is the reason of
spread.
Like how the spread of a virus. This form of advertising starting from a

hypothetical customer always tells others about products or services that your
customers feel when using. Viral marketing describes a strategy to encourage the
personal spread of content marketing, advertising to others, creating a potentially
exponential growth in the spread and impact of the message as the virus.

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Such campaign take advantage of

fast replication to make a booming message

to thousands, millions of times.
But to create a Viral Marketing campaign is really effective is not easy, you need to
make the "virus" is its unique appeal; it must be personalized and is transmitted by
the collaboration "mutually beneficial".
Marketing and advertising virus is the term to refer marketing techniques using
social networking sites available to enhance the impact and brand awareness of the
public, through the process of self-replication of the virus, similar to the process of
self-replication of the virus computer.

3.3 Application in the way of Viral Marketing beverage products
3.3.1 Research product and Viral application method

Need to identify the product, the brand will do what nature viral marketing
is, what target customers’s characteristics is, from which we can approach
accordingly. . For example, viral products is a smart phone for male office workers,
we will consider the needs, their desires, and trailers can exploit aspects related to
hi-tech products. For example, the male office workers often want to show their
professionalism through a smart phone with the diverse utility office, they want to

check mail and online wherever they liked and show friends their own hi tech ...
Then we determine our smart phone meet the needs of those in need of
them, and not the point of our products compared to products of competitors ...
We also need to determine whether the customer is frequent in what sites. With
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smart phone products mentioned above, customers may be able to use a number of
social networks like Facebook, Yahoo 360plus ... - is the local network or office
use, they have access to technology forums such as: handheldvn, Tinhte ...,
bookmarking webiste that men often visit as otofun, linkhay ... can also gather a lot
of them. Please research this website for further understanding of trends discussed
their preference to be the best approach. In a number of tools such as Google Ad
Planner, we can even determine the sites they frequent than the website we have set
out.

3.3.2 Prediction of response to customer convey product

Messages are transmitted when the receiver accidentally "steering" the path
to peace Viral Marketing campaigns are geared towards? The reaction of the
recipient when the message was not received very well brings the opposite effect?
That's

what people

do on the Internet Viral

Marketing often

fret.

We have to accept that with the spread of Internet marketing, the recipient's
response can be two-way: merit and limit; it is also good because the audience is
only interested in discussing objectively, they do not like cramming into the
flowery words trendsetters product. If you, or your clients desire a full viral
campaign with only good feedback, and they turn all the way to pass hard
comment, then honestly recommend looking to other forms of marketing
communications system inherently one-way communication.

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However, this does not mean to say that everything we float drift flow freely in
public, because we are paid to do and not to do marketing flies.

So whatever you do also need to take measures to control the spread of the
message to ensure that it provides a positive effect, even though she knew it was
not easy. If there are too many people blame, why not install some people on merit,
if the message is being misunderstood, why not find ingenious ways to correct, if
Google search on the name of the Event, seeing all the words from those who went
last year, just push back the negative results in page 2 by "bombing" a lot of good
propaganda about events on the site which engine preference. But the audience is
not the donkey, so we have to "fire" ingenious, if it is too revealable, it will add
fuel to the fire, and then mental preparation for another round of odiums of
netizens.
3.3.3 Collect data on outcome after Viral Marketing application

If at first, you define the goals, then clearly quantify; it is not difficult to
measure effectiveness. Internet marketers have an advantage as a result reflected in
the numbers very clearly provided by the system; we need not doubt the error level

as

the

measure

of

marketing

communications

systems.

In the statistical tools to access websites such as Google Analytics, Getclicky, we
can easily get statistics, website resources page leads to us (because we do viral
message by launching so many different sites are important indicators to determine
users look to our website from any page) ... With tools like Google URL Builder,
we know exactly how many click cursor on our site from other sites (this is a

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suitable way to measure the effectiveness of online PR post). We can also build our
own tracking tools to serve specific characteristics of the campaign.

Combined with the department, other departments, we can collect more data
on sales, market share (if a viral campaign to promote sales), enrollment counts,
ticket number generator off (if the Event), the number of entries (for the
contest)

...
Finally, do not ignore the statistical properties of the reaction of the

recipients of the message, the message affects the image of the master unit
message. Visitors demonstrated numerous viral campaigns are concerned, but the
words of praise audience will reflect the impact positive or negative campaign
brings.
It can be seen, Viral Marketing is the way many people want to go but not
everyone can be there. Especially in Vietnam, this trend is still new to the national
branding, creative community involvement, Viral Marketing designed not much.
However, we still expect the same with the serious investment of brands and
advertising companies, next time there will be many messages with scale and
quality is unsurpassed continue "spreading"...

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INDEX

1. Marketing.................................................................................................................2
1.1 Marketing concept?................................................................................................2
1.2 Nature of Marketing in the 21st century.................................................................2
2. Analysis of consumer demand, consumer behavior of customers for P/S toothpaste
products........................................................................................................................3
2.1 The concept of consumer behavior and behavioral patterns of consumers ............3
2.2 Analyzing needs and behavior of P/S toothpaste consumers ..................................5
3. Viral Marketing.........................................................................................................7
3.1 Viral Marketing concept.........................................................................................7
3.2 Nature of Viral Marketing.......................................................................................7

3.3 Application in the way of Viral Marketing beverage product..................................9
3.3.1 Reseach product and Viral application method....................................................9
3.3.2 Prediction response to customer convey product...............................................10
3.3.3 Collect data on outcome after Viral Marketing application...............................11

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