Marketing strategy OMO - Unilever

Group 1: L Cng Sn Phm Vn ng ng Thi Vinh Nguyn Anh Ho Trn Quc Bo

Table of contents
Introduction

Marketing strategy analysis

Conclusion Q&A

Introduction
Unilever has been present in Vietnam since 1995

Become one of the most successful investors in

Vietnam with two companies: - Unilever Vietnam joint venture: personal care products and family - Unilever Vietnam Limited Liability Company: food products, tea products in the oral care.

Marketing strategy analysis

Market analysis strategy

Product strategy
Pricing strategy Promotion strategy Distribution strategy

Market analysis strategy

The objectives of OMOs Marketing Strategy

Market segmentation

The objectives of OMOs Marketing Strategy

Occupy 50-60% market share in Vietnam. Increase annual sales rate of approximately 15-

20%. Access to most of the customers of average income segment and the majority of households in the communes of Vietnam. Find ways of adapting, "Vietnam of the company's products" Make the customer feel and appreciate the company's products compared to similar products on the market.

Market segmentation
Geographic: Focus on the citizen, but now Unilever is

fairly wide distribution network, especially in rural areas. Gender: Includes both male and female. However, the target customer is mainly housewives. Age: Targeting consumers aged 18 and older, adults with jobs and stable income or have families. Income: Income is relatively stable: Depending on the degree to which consumers choosing different weights. Occupation: The high-income occupations, stable such as office workers, doctors ... and also targeting those who working in the dirty environment.

Product strategy
Unilever has applied the international standard for

product, but adapted to the needs of Vietnamese. Omro is a product based bleach feature, detergent composition is higher than other types of other detergent. Unilever emphasis on product features to generate the behavior of consumers.

 Packaging design new style, harmony, and very

eye-catching highlights. Packaging is increasingly being improved to provide the convenience and best preserved for product. To get the product to satisfy consumer's tastes, the company has built a team of professional local staff, thorough understanding of business practices and cultural preferences of Vietnam.

Pricing strategy
The objective of the pricing strategy is 80% consumers,

who live in rural areas with lower income than people live in cities. Unilever has set the goal of reducing costs to bring products at reasonable prices for consumers. The company was based on local businesses to find local material sources instead import from other countries. The company also distributed production in all areas (North, Central and South) in Vietnam to reducing transportation costs and warehouse costs. Besides, Unilever has implemented financial policies to support the local businesses can upgrade production equipment, technology transfer, hold production training program.

Promotion strategy

Distribution strategy

Conclusion
Unilever has launched a strategic in consistent

with the consumer culture of Vietnam Attract a customers from competitors as well as other potential customers. Brand building, brand positioning -> suitable product