Marketing mix activities of P&G Vietnam - 14

Consumer brand clubs will help distinguish the class of the consumer group participating in it. And people do not hesitate to show off their product choice when that product creates their own brand power. They create for consumers the belief in the spiritual value of using the product more than simply making them see them as good products.

Expanding direct sales to organizations and consumer groups is also one of the effective ways to stimulate consumption. Currently, there are many large labor collectives, but due to working conditions during office hours or in shifts, employees do not have time to buy essential items for themselves and their families. P&G Vietnam can organize to bring goods to sell directly to these groups. For example, going to kindergartens to sell Pamper diapers, going to garment and textile factories with thousands of female workers to sell washing powder and shampoo... Sales for each sale will be very positive, and product dissemination will also be effective because the number of consumers in these organizations is very large.

From an objective perspective and assessment, I have presented general and specific solutions to improve the Marketing mix activities of P&G Vietnam. Hopefully, through this, all readers can refer to the writer's own opinions and at the same time draw more comprehensive assessments of the overall Marketing mix activities of P&G Vietnam.

CONCLUDE

Marketing mix activities play a very important role in creating strong business for enterprises. A correct and reasonable Marketing Mix strategy will help enterprises develop products, enhance their brands in consumer tastes, help products be distributed easily and most effectively to customers and consumers, contributing to increasing sales and achieving business goals of the enterprise.

P&G Vietnam's Marketing Mix activities are viewed and analyzed from the synthesis of factors affecting from inside and outside the enterprise, so the reflection process ensures objectivity and comprehensiveness. Through the research process, it can be seen that the Company's Marketing Mix activities are built and organized according to the general model of the global P&G group, so they are organized very consistently and tightly. However, the strategies in each specific factor have their own application bases depending on the Company's goals aimed at different customers and market segments in Vietnam. Therefore, solutions to improve Marketing Mix activities are also proposed according to each separate application condition for each customer, each market segment as well as each different time.

It can be concluded that Marketing Mix activities contribute significantly to gaining competitive advantage, creating overall strength for P&G Vietnam. To further develop, the Company needs to pay due attention to continue promoting strengths, overcoming and limiting weaknesses and existing difficulties to always affirm its position as one of the leading enterprises in the field of consumer chemicals in the Vietnamese market.

LIST OF REFERENCES

1. Phan Le Dung (2006), Market research for Marketing managers , Ho Chi Minh City Institute for Economic Research and Development.

2. Vu The Hai (2005), Planning an effective business plan , Statistical Publishing House.

3. National Economics University (1997), International Marketing Textbook , Education Publishing House.

4. Foreign Trade University (2001), Marketing Theory Textbook, Statistical Publishing House.

5. Danny R. Arnold, Bobby G. Bizzell (1997), Business strategy and tactics , Statistical Publishing House.

6. Robert J. Calvin (2005), The Art of Sales Management , Statistical Publishing House.

7. W. Chankin, Renue Mauborgne(2006), Blue Ocean Strategy,

Knowledge Publishing House, Alpha Book Joint Stock Company.

8. Michael J. Ettzel (2001), Marketing , Statistical Publishing House.

9. Philip Kotler (1999), Marketing Management , Statistical Publishing House.

10. Philip Kotler (2001), Basic Marketing , Statistical Publishing House.

11. David J. Luck – Ronald S. Rubin (1999), Marketing research , Statistical Publishing House.

12. Rita Clifton, John Simsons(2006), Brand and Branding , Bloomberg Press.

13. Subbash C. Jain (2007), Marketing Planning & Strategy , South Western Collegiate Publishing.

14. Laura Lowell(2005), 42 Rules of Marketing , Super Star.

15. Internal documents of P&G Vietnam.

16. http://www.pg.com

17. http://www.unilever.com.vn

18. http://www.allbrands.com

19. http://www.prehall.com

20. http://www.ask.edu.vn/?s=&m=news&c=20&id=289

21. http://www.vnexpress.net/GL/ Khoa-hoc/2004/10/3B9D7D21/

22. http://www.vietbao.vn/Kinh-te/Dau-Xuan-gio-phuoc-loc-ruoc-ca-year-and-heart-of-a-business/55179498/88/

23. http://www.lantabrand.com/cat3news348.html

24. http://www.vn.answers.yahoo.com/question/index?qid=20080330071944AAplPHX

25. http://www.old.netmode.com.vn/mypham/tintuc/2005/09/486222/

26. http:// www.cohoi Giaothuong.com.vn/category.asp?groupid=Sukienkhu yenmai

27. http://www.baobinhduong.org.vn/detail.aspx?Item=9781

28. http://www.vietbao.vn/Xa-hoi/PG-va-METRO-VN-trao-tang-hon-100-trieu-dong-cho-lang-SOS-Go-Vap/45240056/157/

29. http://www.anminh.com/html/detail1.asp?iPro=130&iType=59

30. http://www.massogroup.com/cms/content/view/1760/290/lang,vn/

APPENDIX

BRANDS AND PRODUCT TYPES OF P&G VIETNAM

Brand

Product Variants	Size
I. HAIR CARE PRODUCT GROUP
Rejoice	 Smooth fruit  Fruits for dandruff  Long and smooth  Super smooth  Dandruff treatment  New vitality  Velvet  Sun protection  Family	Package form: 7.5ml, Bottle form:  100ml,  175ml,  200ml,  300ml,  350ml,  400ml,  700ml.
Head & Shoulder	 Cool mint  Scalp care  Smooth  Natural silky green tea  Pure lemon scent  Smooth black  Special treatment (Imported from Thailand)	Package form:  7ml,  5ml. Bottle form:  70ml,  90ml,  175ml,  220ml,  350ml,  650ml.
Pantene	 Rich in moisturizing nutrients  Dandruff treatment  Smooth  Healthy scalp  Prevent hair loss  Youthful	Package form: 7.5ml Bottle form:  100ml,  200ml,  400ml,  750ml.
Hair accessories	 Rejoice Conditioner  Pantene conditioner + hair mask  Rejoice, Pantene no-rinse hair styling cream
II. HOMECARE PRODUCTS
1. LAUNDRY PRODUCTS

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At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835. 4.1 Demographic characteristics of the sample The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6) - Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51). - Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old). - Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%. - Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities. - Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%. 4.2 Mobile phone usage in Hanoi inner city area According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1) Table 4.1: Time spent using mobile phones Frequency Ratio (%) Valid Percentage Cumulative Percentage Alid <1 year 5 .6 .6 .6 1-3 years 194 23.2 23.2 23.8 4-10 years 571 68.4 68.4 92.2 >10 years 65 7.8 7.8 100.0 Total 835 100.0 100.0 The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives. When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1). Figure 4.1: Mobile phone network in use Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country. According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2). Table 4.2: Types of mobile phone subscribers Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Prepay 591 70.8 70.8 70.8 Pay later 160 19.2 19.2 89.9 Both of the above 84 10.1 10.1 100.0 Total 835 100.0 100.0 The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services. In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3). Table 4.3: Spending on mobile phone charges Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <100,000 212 25.4 25.4 25.4 100-300,000 406 48.6 48.6 74.0 300,000-500,000 147 17.6 17.6 91.6 >500,000 70 8.4 8.4 100.0 Total 835 100.0 100.0 The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels. The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4) Table 4.4: Number of SMS messages sent per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 142 17.0 17.0 17.0 3-10 news 427 51.1 51.1 68.1 >10 news 266 31.9 31.9 100.0 Total 835 100.0 100.0 Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5) Table 4.5: Number of SMS messages received per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 175 21.0 21.0 21.0 3-10 news 436 55.0 55.0 76.0 >10 news 197 24.0 24.0 100.0 Total 835 100.0 100.0 When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants. 4.3 Current status of SMS advertising and Mobile Marketing According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6). Table 4.6: Percentage of people receiving advertising messages in the last 3 months Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Have 785 94.0 94.0 94.0 Are not 50 6.0 6.0 100.0 Total 835 100.0 100.0 The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results. In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. 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Tide detergent

 Tide 3X Super Clean  Tide Downy	 400 gr  800 gr  1.5 kg  2.4 kg  3 kg  4.5 kg
Downy Fabric Softener	 Downy Morning Sunshine  Pure  Commission  Antibacterial	 Wire: 10 packs  Package: 400ml  Bottle: 1l, 2l
2. BATH SOAP PRODUCTS
Camay	 White Camay  Red Camay  Black Camay	 100gr  125gr
Safeguard	 Safeguard Pink  Safeguard Green  Safeguard White  Safeguard Fruit	 100gr  125gr
3. BABY CARE PRODUCTS
Pamper Diapers	 Pamper Fresh & Dry  Pamper All night  Pamper night regular  Pamper night regular  Pamper night regular  Pamper TK Night  Pamper TK Night  Pamper TK Night  Paper Stages-Active Baby  Pamper DPR New Born  Pampers DPR S  Pampers DPR M  Pampers DPR L  Pampers DPR XL	 Jumbo Package  Small package  Savings package  M 10x10  L 8x10  XL 6x10  M 40x4  L 38x4  XL 38x4

4. WOMEN'S CARE PRODUCTS

Wisper	 Wisper Wings  Wisper Slim  Wisper Ultra Night	 10 pieces wings  5 piece wings  10 pieces thin  5 pieces thin
III. SKIN CARE PRODUCTS
Olay skin cream	 Skin whitening cream  Advanced  Average  Anti-aging cream	 20g, 50g
Olay Total Effects Cream	 Olay TE UV protection  Olay TE GF for gentle, sensitive skin  Olay TE Serum 2x helps Olay essence penetrate faster	 150g jar
Olay TE lotion, moisturizer	 Olay TE lotion (body lotion)  Olay TE moisturizer	 30ml bottle  50g box
Olay White Radiance:	Mask, Lotion  Skin whitening lotion  Skin whitening lotion  Skin whitening mask  Skin whitening mask	 Bottle: 30ml, 75ml  Pieces: 1 piece, 5 pieces
	 Facial cleanser	 50g tube
	 Specialized whitening cream with daily sun protection  3 in 1 skin whitening cream  Specialized night whitening cream	 50g box
Olay Total White Cream	 Olay TW Yellow Cream: Normal skin  Olay TW Orange Cream: Dark skin	 10gr package  Tube 20g, 40g, 80g
Olay Body Wash	 Olay Pure Body Wash  Olay Moisturizing Body Wash  Olay anti-aging shower gel  Olay Cool Natural Body Wash	 354ml  700ml

IV. OTHER PRODUCTS

1. ORAL-B PRODUCTS
Oral-B toothbrush	 Oral-B Max Plus toothbrush  Indicator  Indi Plus  Indium Super Thin Fresh Clean  Arcni  Advantage Artica  Advantage Plus
Oral-B Children's Products	 Mickey Kids​  Stages  Kitty  Spiderman  Barbie  Batman	 Box: 96 trees
Battery Brush	 Children's electric toothbrush  CROSS ACTION Power TB  Braun Battery Toothbrush  DB1  D4	 Box: 6 sticks  1 pack: 3 replacement heads  1 box: 12 blisters
Oral-B Accessories	 Baby cream (Netherlands)  Dental floss  Mouthwash  Sensitive toothpaste	Box : 6 tubes  48 blisters / carton  12 bottles / carton  6 tubes / box
2. GILLETTE PRODUCTS