Pom Omo Unilever
HANOI UNIVERSITYFACULTY OF MANAGEMENT AND TOURISMPRINCIPLE OF MARKETING REPORTOMO – UNILEVER VIETNAM Tutor: Phạm Thị Phượng Students: Khương Dư Kim Trần Thị Hồng Nga Đỗ Quỳnh Trang Hoàng Thanh Loan Tutorial: Tut 5 – Second Major Hanoi, May 2012 | PRINCIPLE OF MARKETING REPORT
Subject: Principles of Marketing
Tutorial: 5 – Second Major Tutor: Phạm Thị Phượng
Group members: 1. Khương Dư Kim - ID 0907010110 2. Trần Thị Hồng Nga - ID 0907010161 3. Hoàng Thanh Loan - ID 0807010102 4. Đỗ Quỳnh Trang - ID 0907010232
Date of submission: May 4th, 2012
TABLE OF CONTENTS Executive summary 4 I. Introduction 5 II. Situation analysis 5 1. Company analysis 5 1.1 Mission statement 5 1.2 Company objective 6 2. Environmental analysis 7 2.1 Economic factor 7 2.2 Demographic factor 7 2.3 Cultural factor 7 2.4 Technological factor 8 2.5 Political factor 8 2.6 Natural factor 8 3. Competitive analysis 8 4. Customer analysis 12 4.1 Geographic segmentation 12 4.2 Demographic segmentation 12 4.3 Behavioral segmentation 12 4.4 Psychographic segmentation 12 5. Brand analysis 13 5.1 Brand’s current performance 13 5.2 The current marketing strategy using framework 4 Ps 13 6. SWOT analysis 16 6.1 Strengths 16 6.2 Weaknesses 18 6.3 Opportunities 19 6.4 Threats 19 III. Conclusion 20 REFERENCES 21
Executive summary In recent years, the surprising growth of economy along with the involvement of Vietnam into WTO has brought many opportunities for the purchase, sale and exchange of goods and services. Therefore, the company’s success mostly depends on how it carries out the business to utilize these advantages effectively. OMO is a highly aware washing powder product of Unilever Vietnam
Subject: Principles of Marketing
Tutorial: 5 – Second Major Tutor: Phạm Thị Phượng
Group members: 1. Khương Dư Kim - ID 0907010110 2. Trần Thị Hồng Nga - ID 0907010161 3. Hoàng Thanh Loan - ID 0807010102 4. Đỗ Quỳnh Trang - ID 0907010232
Date of submission: May 4th, 2012
TABLE OF CONTENTS Executive summary 4 I. Introduction 5 II. Situation analysis 5 1. Company analysis 5 1.1 Mission statement 5 1.2 Company objective 6 2. Environmental analysis 7 2.1 Economic factor 7 2.2 Demographic factor 7 2.3 Cultural factor 7 2.4 Technological factor 8 2.5 Political factor 8 2.6 Natural factor 8 3. Competitive analysis 8 4. Customer analysis 12 4.1 Geographic segmentation 12 4.2 Demographic segmentation 12 4.3 Behavioral segmentation 12 4.4 Psychographic segmentation 12 5. Brand analysis 13 5.1 Brand’s current performance 13 5.2 The current marketing strategy using framework 4 Ps 13 6. SWOT analysis 16 6.1 Strengths 16 6.2 Weaknesses 18 6.3 Opportunities 19 6.4 Threats 19 III. Conclusion 20 REFERENCES 21
Executive summary In recent years, the surprising growth of economy along with the involvement of Vietnam into WTO has brought many opportunities for the purchase, sale and exchange of goods and services. Therefore, the company’s success mostly depends on how it carries out the business to utilize these advantages effectively. OMO is a highly aware washing powder product of Unilever Vietnam
References: Anh Minh, 2011, Unilever và 1% GDP Việt Nam, viewed May 1 2012 <http://vneconomy.vn/ 20111021023652541P0C5/unilever-va-1-gdp-viet-nam.htm>. Chiến lược marketing của Omo, 2011, viewed May 1 2012 <http://gomm.com.vn/20932-chien-luoc-marketing-cua-omo/>. Đình, T, 2004, 50 học sinh giỏi được nhận học bổng, viewed May 1 2012 <http://vietbao.vn/ Giao-duc/50-hoc-sinh-gioi-duoc-nhan-hoc-bong/10883785/202/>. Group 9 NH03, 2009, Chiến lược marketing cho sản phẩm Omo, viewed May 1 2012 <http://tailieu.vn/view-document/chien-luoc-marketing-cho-san-pham-omo.73276.html?lang=en>. Huy, Q. 2010, Bột giặt Omo giả…giống như thật, viewed May 1 2012 <http://laodong.com.vn/ Tin-Tuc/Bot-giat-Omo-giagiong-nhu-that/8341>. Kotler, P., Adam, S., Brown, L. & Armstrong, G., 2006, Principles of marketing, 3rd ed., Prentice Hall, Australia. Manwani, H. (2005). Unilever in Asia, viewed May 1 2012 <http://www.unilever.com/images /ir_9)_The_DE_Opportunity_Winning_in_Asia_Africa_Harish_Manwani_tcm13-27137.pdf>. Phuong, K, 2010, Tự hào thương hiệu Việt: Bột giặt "Vì Dân", viewed May 1 2012 <http://www.anhp.vn/VN/TrangChu/TinTuc/KinhTe/2010/4/28/14572/>. Phương, T, 2011, Tài sản của Unilever Việt Nam: Thương hiệu và nhân tài, viewed May 1 2012 <http://vnbrand.net/Cau-chuyen-doanh-nhan/tai-san-cua-unilever-viet-nam-thuong-hieu-a-nhan-tai.html>. T, D., 2006, OMO giới thiệu mẫu bao bì sản phẩm mới, viewed May 1 2012 <http://vietbao.vn/Kinh-te/OMO-gioi-thieu-mau-bao-bi-san-pham-moi/45207298/89/>. Unilever, 2011, Our brands Omo, viewed May 1 2012 <http://www.unilever.com.vn/brands/ homecarebrands/omo/index.aspx>. Unilever vs P&G (Procter and Gamble), 2009, viewed May 1 2012 <http://vn.360plus.yahoo. Unilever Sustainable Living Plan, 2010, viewed May 1 2012 <http://www.llco.lu/blog/?p=129>. Unilever, 2011, Hành trình khám phá: Unilever, em là ai? viewed May 1 2012 <https://sites.google.com/site/timhieuunilever/thong-bao/dhapandhe2unilevervietnam%E2%80% 9315namchapcanhuocmo>. Vietnam Demographics Profile 2012, 2012, viewed May 1 2012 <http://www.indexmundi.com/ vietnam/demographics_profile.html>.