TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN VIỆN ĐÀO TẠO TIÊN TIẾN, CHẤT LƯỢNG CAO VÀ POHE MODULE: PRINCIPAL MARKETING SANMA Shampoo for woman Group Name Hoàng Thanh Hoàng Linh Lương Vy Đỗ Huyền Nguyễn Anh Khương Ngọc Nguyễn Thanh MSV 11203556 Diệu 11202128 Quỳnh 11208513 Thanh 11205510 Quỳnh 11204431 Minh 11206334 Minh 11203185 Phương Table of content Part 1: Marketing’s environment I Microenvironment .2 The company 2 Supplier Marketing inter Competitors .3 Public II Macroenvironment Demographic Technology Political and Social III SWOT analysis Strengths Weaknesses Oppotunities Threats .7 Part 2: STP I Market segmentation Definition of market segmentation Demographic segmentation II Market targeting 10 Evaluating market segment 10 Differentiate marketing strategies 11 III Differentiation 12 IV Product positioning 13 Part 3: 4P for Marketing (Product, Price, Place, Promotion) 15 I Product 15 II Price 15 III Place 16 Basis for selecting distribution channels 16 Distribution strategy 16 Factors affecting the distribution channel system 17 IV Promotion 18 Promotion Mix 18 Promotion Strategies .19 ABOUT SANMA SANMA Group, a leader manufacturer in natural and organic personal hair care products Our roots have been in health and wellness since 1980 The Company produces and markets creams, lotions, shampoos, conditioners, and other products for bath, skin, hair, body, and sun care Our group shares leading positions in the segments and markets across the globe with an annual revenue over two billion (USD) and employs over 3,087 employees It owns over 2,000 brands, including Alba Botanica®, Avalon Organics®, Live Clean®, and so on The desire to live healthier is universal That’s why we operate across the globe to help bring healthier options to as many people as possible Great brands with a mission Our brands are at the heart of everything we We have curated a portfolio of unique better-for-you brands with the potential to help people live better, drive impactful growth for our customers, and deliver returns for our shareholders ● ● ● ● ● SANMA offers a variety of hair care products that are sure to leave you with soft, silky, healthy hair: Shampoo and conditioner combo for regular use is free of baddies like parabens and artificial dyes They are formulated with nourishing ingredients that will effectively clean the scalp without stripping it off its natural oils Nourishing hair oil: nourishing oil can help boost scalp health, leading to healthy hair growth Deep conditioning masks: A deep conditioning session once or twice a week to meet hair’s hydration needs Look for fortifying ingredients that can strengthen your hair fibers from within, smooth out roughness and lock in moisture Lightweight hair serum: Using a lightweight serum every day keeps your hair looking good and feeling soft, especially highly porous hair, curly and wavy hair types, which tend to lose moisture faster Other products to suit customers’ varied hair conditions PART 1: Marketing’s environment I Microenvironment The company There are many departments in a company Such as: - Finance - R&D - Purchasing - Operations - Accounting - … All of these departments will relate directly or indirectly to the marketing department Therefore, affecting the marketing strategy An example of how Finance affected Marketing In 2000, when there was a financial crisis in SANMA The revenue at that time was not enough to handle everything Thus, SANMA was short of budget to run a marketing campaign SANMA was only able to get a promotion by poster, leaflets Till 2010, the company has developed a lot, the revenue has gone up to 25 times compared to 10 years ago SANMA has been able to run a big marketing strategy Therefore, the company has chosen to use celebrities endorsement For example, brand ambassadors of SANMA are Angelina Jolie, Shakira, Madonna, and Jisoo (a member of BLACKPINK) Supplier Today we are self-sufficient in herbs because SANMA's herbal barracks chain has a worldwide presence We don't have to worry about negotiating the price or quality of the herbal inputs and avoid rising supply costs which may force price increases that can harm SANMA’ss sales volume Marketing inter Unlike before, it is conceived that intermediaries are only costly and time-consuming In fact, the intermediaries in the marketing channel play an important role in helping both sellers and buyers Thanks to resellers, SANMA increases the reach of clients while decreasing contact between producers and customers We can reach a large number of customers all around the world thanks to the distribution network Customers can also purchase a selection of products from SANMA stores by contacting the retailer area, on the other hand, they just need to contact one distributor in order to sell products to a large number of clients Like suppliers , Marketing Intermediaries form an important component of SANMA Competitors Till this very moment, the market share of shampoo brands has undergone multiple changes Numbers of trustworthy researchers have pointed out our biggest competitors depend on the level of interest: Dove and Pantene As for Dove, the year of 2001 marks a bold step for its brand in the haircare field with types of shampoo suitable for all hair characteristics: normal hair, oily hair, dry/fragile hair, color-treated hair, damaged hair and dandruff hair Dove entered the Vietnamese shampoo market as a sponsored brand by Unilever Dove has already been successful in many foreign countries Therefore, expanding and finding a place in the Vietnamese market is not too difficult for this giant Dove’s marketing strategy is simple but provides amazing performance The customers continue to familiarize with Dove hair-care products and it soon became the best-selling shampoo in 2002.Product diversification and market expansion have helped Dove grow by 30% Websites, TV advertisements or street signs of Dove provide health tips and compliments for the customers without mentioning about why you should use its product Dove is following the criteria: to win customers’ hearts by improving their value and providing them with useful information The second most threatening competitor to the SANMA brand is Pantene When entering the Vietnam market, Pantene has quite carefully prepared finance and market research and indeed, Pantone's hair care set with impressive packaging design and improved formula has achieved a lot of success Occupying quite a large market share is a serious competitor, not only SANMA, but other shampoo products also can’t be ignored when they want to develop in the Vietnamese market The television commercials of the Pantene shampoo are always clever, from using the sound of young, lively songs to the use of some famous film soundtracks These promotions of Pantene really appeal to customers, especially young women Pantene’s magazine advertisement also significantly links the Document continues below Discover more from: Marketing MKMA1104 Đại học Kinh tế… 999+ documents Go to course Premium Marketing LÝ THUYẾT 56 Marketing 98% (51) Premium Sách hướng dẫn học 188 marketing Marketing 100% (12) Premium Marketingcan ban 112 34 2021 C78910 Marketing 100% (11) TracPremium nghiem MAR1 trắc nghiệm mar Marketing 100% (11) TrắcPremium nghiệm 34 Marketing Marketing 100% (10) smoothness of the hair with the silk velvet Besidescăn TV and newspaper advertisements, Pantene also successfully applied non-mass media ads The brand has sponsored many televisions game shows; the Pantene club with variety music nights across the country always attracts young ẢnhPremium hưởng people It is the sponsorship of entertainment programs that have tố shampoo, môi trường… contributed to its brand awareness of customers Thaiyếu Duong in a current situation, has difficulty in competing with these giant brands Marketing 100% (8) We not have stunning packaging or design along with creative marketing plans The advertising on TV or magazines are on oldfashioned platforms, which rarely get attention from the audiences However, we have focused on our shampoo’s quality We are centering in the anti-dandruff effectiveness and the incense of the shampoo Publics Public relations promotes goodwill and communication between the company and consumer Good public relations builds relationships with your customers A company will be more profitable through communication and relationships with customers Therefore, Public relations is a component of our marketing strategy In the present and in the future, SANMA will sponsor hair care TV programs, events, to create and bring our brand name to customers Through that, we will raise customer awareness about SANMA shampoo In addition, SANMA often opens workshops about hair care The purpose of publicity is to encourage customers to make purchases and provide all the necessary information about the product so that the customers can find what they need, want and desire So holding a campaign, a workshop about haircare is the way to impart information and benefits of our shampoo to customers II Macroenvironment Demographic Changes in demographic patterns like aging population, migration trends and socio-economic variables have paramount importance for international business organizations like SANMA Studying the demographic characteristics can help SANMA in choosing the right market segment/segments with high growth potential The business and marketing strategies are also influenced by migration It is important for SANMA to understand the people’s general attitude towards migration as it can influence firms’ ability to bring international managers to their host country Technology SANMA believes in utilizing technology for efficient its operations, marketing and consumer sales Analytics has been a major game changer in the industry, and SANMA has made sure that it utilizes this trend to the fullest in order to reap higher benefits through sales The company has been able to better forecast the demands of the consumers in different regions and streamline our distribution channels accordingly With the increase in online market, the need for analytics has further enhanced and the future seems to hold tremendous potential for analytics in predicting the trends The company has adopted new technology that allows it to utilize plant based plastic bottles for its shampoo and conditioner products Along with sustainability, SANMA has managed to make a mark on society as a responsible brand Political and Social The political situation in Vietnam is stable Stable politics is a prerequisite for economic growth, creating conditions for businesses to develop, people to study, work and develop themselves Vietnam's accession to the WTO creates favorable conditions for economic development: creating an equal business environment among countries, attracting foreign investment, creating opportunities to export domestic products… The improvement of Vietnamese laws such as the Law on Intellectual Property and the Law on Competition is applied by enterprises to help protect the business interests of enterprises and the interests of customers The formula of SANMA shampoo is registered for patent protection at the National Office of Intellectual Property: a mixture of essential oils combined with natural herbs to help treat hair loss, dandruff and itchiness, and make hair smooth and shiny The brand SANMA is also registered for exclusive protection at the National Office of Intellectual Property III SWOT analysis Strengths Unique Marketing strategy – One of the key takeaways of the marketing strategy of SANMA is the fact that they brought in Hair care experts to design each type of hair shampoos and each one of their shampoos is endorsed by a Global hair care expert Furthermore, the ads are designed so that each hair care expert is Known as the Hair Care expert – Naturally, because they have used a unique marketing strategy, they are known as the hair care experts across the globe The word “Expert” carries a weight and therefore people really look forward to a positive experience when they wash their hair with SANMA Shampoo And more often than not, SANMA does not disappoint Use of Brand Ambassadors and Endorsers – Many top celebrities like Shakira, Madonna, and others have been the Brand ambassadors of SANMA Currently, besides the brand ambassadors, SANMA has hair experts as brand endorsers who use testimonial marketing to testify that the product is the best in the market Just like Dentists market colgate, Hair experts market SANMA Weaknesses Differentiation becoming difficult – Due to the numerous product lines present from HUL, P&G, Godrej and other brands, the differentiation in the Hair care segment is becoming difficult SANMA still owns its own because of its co creation concept and due to owning the novelty of using Hair care experts But the novelty will soon wear off and it will be back to square one of using brand ambassadors Thus, differentiation will become problematic again Brand switching – There is high brand switching in the hair care segment therefore resulting in the cost of customer acquisition to remain higher Because once you acquire a customer, the customer might quickly shift to another brand Brand loyalty is dropping as differentiation is difficult Opportunities Maintaining the brand image – This in itself can bring more sales because SANMA is in a fantastic position If it exists like this for a few more years to come, it can drive a lot of revenue for itself to make it a failure proof brand with deep pockets Geographic expansion – As new countries keep growing and coming out of poor economy zones, this creates new opportunities for brands which want to move from saturated economies to economies which are developing This keeps the business in an ever growing stage Geographic expansion is a sure shot way to keep your risks minimum Threats Rising costs of distribution and operation – As the costs rise, the costs of distribution and operations also rise Competitiveness pressure SANMA faces big competitors like Pantene, Clear, Dove, and Head&Shoulder PART 2: STP I Market segmentation Definition of market segmentation The process of dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors, and who might require separate marketing strategies or mixes is called market segmentation By identifying and specifying certain consumer groups, our company gets more opportunities to develop a product or service that meets the needs of these groups Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts Demographic segmentation Demographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity and generation One reason for segmenting customers by demographic is that consumer needs, wants and usage rates often vary closely with demographic variables Another is that demographic variables are easier to measure than most other types of variables 2.1 Age and life cycle This is an important factor for market demographic segmentation because consumers' needs and preferences differ in line with their ages The adoption of natural hair shampoo is significantly higher among age groups like millennials, and generation X, owing to a strong emphasis on selfgrooming is one of the current trends According to the Asia Cosmetics report, in 2017, globally, close to 56% of millennials and Gen X actively bought natural beauty and grooming products owing to growing consciousness regarding chemical-free products Moreover, close to 40% of the change in the buying decision of the consumers has been infected because of natural ingredient listing on the packaging Shifting consumer perception towards natural ingredient based products in the cosmetic and personal care domain is expected to boost demand for natural hair care products in the market Furthermore, the young population are consumers open to new experiences in shopping with higher opportunity of making a purchase since herbal hair shampoo is a new product in the market 2.2 Gender Brands are now targeting women more than men It's one of the oldest stereotypes, but it's also probably one of the most accurate: women love to shop In addition, women think about health, and they more about it Women are more likely than men to pay attention to a healthy product and have a regular source of health care This segment is expected to lead the market over the forecast period owing to the growing preference for natural hair care products to confront hair related issues, such as dull hair, hair fall, hair coloring, damaged hair, and split ends Hair is considered to be one of the most precious body parts by women, which makes them buy hair care products with the utmost attention According to the NPD report 2018, 50% of American women prefer natural products and are conscious about purchases when it comes to scalp and skin application In virtually every society in the world, women have primary care-giving responsibilities for both children and the elderly (and often, just about everybody else in-between) In this primary caregiving role, women find themselves buying on behalf of everyone else in their lives For example in a family, just because females the shopping in general, other family members will use the product that she had already chosen and bought 2.3 Income While many companies target their products for affluent consumers with luxury goods , we successfully target middle-income groups because things are “just right” for green consumption For the middle class, they have enough money left to splurge on more expensive green products after having taken care of their basic needs They don’t have the same individualist worldview as those in the upper class, and so are more comfortable buying products that are affordable At the same time, the fact that the middle class is the largest segment and the main driver of consumption in most countries, and is expected to explode over the next decade Moreover, in the harsh economic conditions of recent years due to the midst of Covid- 19 , our products are increasingly attracting more affluent customers as well 2.4 Education The levels of education of consumers play an important role in our marketing strategy and product features In advertising, we all pass the messages of products through the target market of highly educated consumers Before being willing to pay a considerable amount of money for a green product, customers probably need to understand why it matters in the first place (What’s the big deal about organic hair care products anyways? How they help the Earth?) This level of environmental understanding typically comes from either formal education or intentional information seeking In today’s knowledge economy, an applicant with more education is more likely to be employed and land a job with higher wage Conversely, people with less education are more likely to work in high-risk occupations with low income Hence, people with incomes in the middle class can more easily purchase health care products while the job insecurity, low wages, and lack of assets associated with less education can limit individuals and families to access to healthy products II Market targeting Target market is a set of buyers who share common needs or characteristics that a company decides to serve Once market segmentation reveals our market segment opportunities Our firm now evaluates the various segments and decides on which segments we can serve best Evaluating market segment There are three points that we used to explain the reasons for choosing the target market: - The first one is segmented size and growth, which means the number of potential customers is quite promising The global natural hair care product market size was valued at USD 8.74 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 4.7% from 2020 to 2027 Rising awareness related to the benefits of natural hair care products is one of the key factors fueling market growth - Secondly, in terms of segment structural attractiveness, the shampoo market is consolidated by major companies striving to maintain their position by focusing on new launches such as L’Oréal S.A.; Beiersdorf AG; Procter & Gamble (P&G); Unilever; Johnson & Johnson Services, Inc.; Amorepacific; The Estée Lauder Companies Inc., etc However, in general, competition is characterized by relatively low barriers to entry in cosmetics markets There are a large number of new natural/organic products brought to market by SMEs There are opportunities for SMEs like us in the EU, if we are well-informed, to capitalize their knowledge on evolving markets The local and domestic players in the global marketplace focus on effective marketing and advertising strategies, introducing environmentally friendly packaging solutions, and developing organic products to attract consumers However, the market of natural hair shampoo is still relatively new and has much room for growth - As for the “power of buyers” aspect, our shampoo might not appeal to teenagers, but however, millennials who are among the prominent consumers of natural cosmetics and personal care products have been surging the demand for natural hair care products These consumers take a holistic approach to the ingredients when it comes to choosing personal care products and opting for naturally derived ingredients - Lastly, about the “company objectives and resources” aspect, our brand believes in using certified organic ingredients because they are better for the body and better for the Earth Organic agriculture reaches the highest ideal of sustainability - delivering benefits to the soil, to farmers, to the environment, and to customers Since its founding, our brand earned a reputation for offering the highest-possible quality personal care products, and yet acquired a constant growing market share in natural shampoo for women Therefore, the aim of our company is now establishing a strategy to take advantage of what we are having right now that our competitors are not, to develop our business and increase our brand awareness Differentiate marketing strategies Shampoo market is an extremely competitive market Our firm decides to target our main market segments and designs distinguish offers for it By using natural and familiar ingredients, we provide targeted females in their 20s-40s with assurance about the safety when using our shampoo As the category becomes more fragmented and more crowded, there is a need for brands to distinguish themselves on the shelf Our comprehensive line of hair care products with separate functions and packagings helps bring brands to life SANMA group emphasises on our outstanding characteristics of each type of hair care products Our products are specialized for women aged 20-40 years, providing impacts in strengthening hair and promoting hair growth It also nourishes your hair Using our shampoo will help your hair grow stronger so you can experiment with any hairstyle Also, our product packaging is designed to fit women’s stereotypes such as pink, yellow or white colors or floral features Besides shampoo bottles, our different products’ appearances are separated according to their main function Also, they are available in net volume, for example: 100ml and 250 milliliter III Differentiation Hair products are made with the best natural ingredients for hair loss including the essence of medicinal herbs Our products are made with 100% vegetarian, science-based nutrients and natural botanicals They are generally plant-based and contain no parabens, harsh preservatives, synthetic fragrances, artificial colors, phthalates or potentially harmful sulfates One popular natural remedy for hair loss is saw palmetto This extract comes from berries of a palm common in the Southeastern United States, which helps thicken your hair, thanks to how it affects a sex hormone from testosterone Herbal shampoos for hair loss are made to strengthen the hair follicles by giving essential oils and nourishment all through the root and follicles This, in turn, promotes hair growth and stimulates the formation of new and healthy hair roots Humbled by a profound respect for all living beings, SANMA products are vegan and cruelty- free Our brand never tests products on animals, and will only source ingredients that the supplier can document are not tested on animals This commitment to kindness is represented by the Leaping Bunny logo that appears on product labels The Leaping Bunny Program logo is an internationally recognized symbol for cruelty-free cosmetics, personal care, and household products All formulas are tested to evaluate the organic carbon to CO2 conversion rate necessary for biodegradable certification Out of a great respect for the Earth, the brand team constantly strives to perfect each formula, evolve expertise, and deliver innovation Searching out the beautifying benefits hidden within each plant, thoughtfully develops formulas to not only nourish the body, but also nourish the mind and the soul In addition to that, our brand utilizes packaging made from post-consumer material content and sustainably sourced paperboard and is recyclable after use These make us stand in customers’ minds for environmentally friendly brands Compared to other most popular shampoo and conditioner brands, they might promise ‘defined curls’, a ‘natural glow’ or ‘deep moisture’ could actually be causing it more damage Conventional bottles of shampoo and conditioner can include synthetic chemicals and pollutants in their products, which could cause customers the illusion of cleanness, but have been stripped of all the natural oils and coated in toxic ingredients, then leading to more hair and follicle damage IV Product positioning SANMA group is a pioneer in natural hair products, driving customers to pay more attention to healthy and eco-friendly products Our success is due to our careful research on product development and customers' wants as well as the world’s environment needs While other brands such as Sunsilk, Dove, Pantene, Rejoice use a lot of industrial chemicals, SANMA brings a softer, more natural feeling because the base materials are herbal medicines As a result, SANMA has created a difference and won a position in customers' minds as a hair care product made from natural ingredients Life is developing more and more, people are more interested in healthy products Based on this point, SANMA entered the market with a completely vegetarian product from packaging to content, leading the market of total vegan hair products SANMA group has come to an overall positioning strategy: More for the same Our company offers a higher quality product with a competitive price in comparison with our competitors’ products’ price SANMA shampoo is completely made from familiar natural ingredients If the market aims for the lowest possible price, this happens as technology advances and becomes accessible and affordable worldwide SANMA's product strategies have always revolved around this positioning strategy: ● Packaging is printed with natural herbs which are the ingredients in the product ● Packaging with the main colors are brown of soil and green of plant ● The product's specific scent of medicinal herbs ● Our company regularly checks the product’s quality, improves packaging and appropriate design SANMA's communication products always emphasize the ingredients from natural herbs and the good health benefits of the product Part 3: 4P for Marketing (Product, Price, Place, Promotion) I Product The product in SANMA herbal shampoo marketing strategy can be explained as follows: - SANMA is a popular hair care brand having a global presence SANMA is made keeping in mind users It is for the women that usually buy frequently, intermediately and offers a wide range which consists of herbal shampoo and hair conditioner to meet the needs of the different types of women's hair and scalp Those are SANMA Silk-n-Shine which has the composition of locust leaves and SANMA conditioner moisturizing fruit oils which has the extracts of olives, mosambi and pomegranate These are considered as moisturizers and are used to energize hair - SANMA stands for happiness and vitality SANMA herbal shampoo with the desire to bring joy and satisfaction with the product And vitality is the quality of products that the brand wants to send to consumers the best product through the carefully selected natural ingredients - The product design of SANMA herbal shampoo uses environmentally friendly and reusable bottles and focuses on the image of healthy hair and customer needs - SANMA herbal shampoo packaging is using environmentally responsible packaging materials such as kraft, molded pulp, foams, and recycled plastic II Price We can choose the following pricing strategy Offering the right mix of product features, quality, and service combination at fair price For example offering a limited frill option customers can have initial product experience at an accessible price GoPro uses this strategy extensively High Brand Awareness – The brand of SANMA shampoo is well respected in the market so it can fetch a slight premium over the other competitive brands Innovative Product – With advanced features the product is perceived as innovative in the current market context A slight premium price will not only emphasize the features of the products but also stops other players entering into the present segment A high premium price may attract new entrants and thus lower the profitability III.Place Basis for selecting distribution channels SANMA herbal shampoo is a pharmaceutical shampoo product line, with different characteristics compared to other shampoo product lines on the market This is an important factor for choosing distribution channels Distribution strategy Along with other factors in our marketing strategy, distribution policy has played an important part in increasing sales and market share of SANMA shampoo over the years SANMA shampoo has implemented distribution policy by choosing centralized distribution strategy or strong distribution strategy Due to the characteristics of this product as an essential consumer goods, meeting the daily needs of consumers, this strategy has helped our product penetrate the market with a relatively large volume, using the maximum amount of intermediate components to participate in the distribution of goods SANMA herbal shampoo uses indirect distribution policy, that is, through intermediaries to distribute products to different agents and convenience stores Distribution strategy has helped SANMA have great revenue thanks to our strong global development SANMA is present everywhere, from big cities to rural areas, helping our brand gain a large market share in many countries SANMA is present in more than 80 countries and has market leadership positions in countries such as Vietnam, India, Thailand, Indonesia and Sri Lanka Availability of SANMA is quite high as our brand is present in every supermarket, department store, grocery store, retail store and convenience store With the development of e-commerce platform, SANMA products can also be purchased from this channel Distribution channels includes: