Promotions can include free products (For example: buy night cream and get free day cream, buy cream and get free facial cleanser, etc.), increase the volume or capacity of a product (For example: increase 30% of the same price), discount when buying a set of 2 or 3 different products, etc. These programs encourage consumers to use the product more often, use the entire set, or increase the number of products per use. This helps consumers clearly feel the quality of the product, improve their skin condition, and from the company's perspective, increase sales.
Exploiting new products that effectively support facial creams when promoting such as rose water, skin care essence, etc. not only helps increase sales but also helps increase professionalism and product usage efficiency.
Exploit new promotional methods such as texting to win prizes, giving away concert tickets, spa skin care tickets, etc.
Maybe you are interested!
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Skin Characteristics and Perceptions of “Ideal Skin” -
Planning marketing strategy for Ha Long tourism industry until 2020 - 16 -
Travel and Tourism Businesses Need to Aim for Green Marketing Strategy -
Choosing Marketing Strategy Based on Specifications and Position in Competitive Market -
Surgery Time (From Skin Incision to Skin Suture Finished).
o Promotions for retailers
Build point-of-sale programs such as display programs, seller referral incentives, competition programs, point accumulation with valuable rewards for stores through sales or display activities, etc. Limit and maintain at a reasonable level the forms of promotion for intermediaries by giving large discounts or giving away additional products of the same type to avoid dumping on the market.
Promote marketing activities at the point of sale to encourage purchase decisions.
Maintain regular product display activities with reward programs and display competitions for points of sale.
Effectively display product introduction materials such as posters, hangings, etc. at the point of sale. Product introduction materials need to be beautifully designed, durable, suitable for the display and the space of the point of sale. Check and supervise the display regularly, especially during the time of launching new products.
3.4. Recommendations
This section presents recommendations for the company in terms of management at the regional level and from the parent company.
Shorten the time to prepare new products or new advertising content by increasing the proactiveness of regional management
Preparing a new product can be developing a new product, a new product line, or simply a new packaging, a new formula. This process takes a lot of time because it goes through many stages, many related departments, many rounds of approval and must be sent back to the parent company for approval. Developing advertising content also takes a lot of time because it requires consulting and waiting for approval from the region and the parent company.
Increasing the initiative and flexibility of regional management will greatly reduce unnecessary time, helping Nivea stay ahead or react quickly to the market and competitors.
Find ways to reduce production costs through mass production
Nivea in Vietnam is expensive due to the cost of manufacturing the product in Thailand and the cost of importing finished products into Vietnam. The company can find a way to reduce production costs by combining orders from many countries to produce large quantities. To do this requires accurate forecasting in different countries, in the right quantity and at the right time. At the same time, it also requires effective and fast information process between countries with the planning center, production center for the best coordination.
CONCLUDE
During 4 years of operation in Vietnam, Nivea has conducted careful market research on consumer attitudes and behaviors and had its first real marketing activities since 2006 to gradually build its brand and develop in the skin care cream market, a very large market. Penetrating the market slowly and operating in a highly competitive market, Nivea facial cream products encountered many difficulties. In that condition, Nivea needs to have the right and accurate strategies in each period to survive and develop.
Through the results of consumer behavior and attitude research, Nivea has basic strengths in product quality, which is the foundation for determining the product's development potential in the Vietnamese market. However, Nivea still needs to improve a lot in terms of image, brand personality and quality suitability for Vietnamese consumers.
Nivea skin cream product development strategy requires the right strategy, focus and synchronous combination of positioning, product, price, distribution and promotion strategies in the most appropriate and effective way. Carrying out any activity separately is also wasteful and limits the concentration of resources to build effective campaigns. In the competitive conditions of the skin cream market, large-scale marketing campaigns are required. Small campaigns or plans are ineffective and quickly forgotten.
REFERENCES
Vietnamese
1. Diep Anh, Minh Duc (2008), Modern Marketing, Labor and Social Publishing House.
2. Ho Duc Hung (2004), Marketing Management, Ho Chi Minh City University of Economics & Institute for Development Economics Research.
3. Nguyen Minh Tri (2008), Brand - Management and development, National Economics University Publishing House.
4. Ton That Nguyen Thiem (2008), Brand Imprint, Volume II, Personality Soul and Identity, Tre Publishing House.
5. Dr. Tran Thi Ngoc Trang (2008), Marketing Management, Labor and Social Publishing House.
6. Business Edge (2006), Market research, decoding customer needs,
Tre Publishing House.
7. Matt Haig (2005), The Secrets of Success of the World's Top 100 Brands,
Ho Chi Minh City General Publishing House.
8. Matt Haig (2005), The Truth About the 100 Biggest Brand Failures of All Time, Ho Chi Minh City General Publishing House.
9. Philip Kotler, Fernando Trias de Bes (1994), Principles of Marketing, Ho Chi Minh City Publishing House.
10. Philip Kotler, Fernando Trias de Bes (2008), Unconventional Marketing, Tre Publishing House.
11. Philip Kotler (2008), On Marketing , Tre Publishing House.
12. Charles D Shewe, Alexander Hiam (2007), MBA within reach, Marketing topic, Tre Publishing House.
13. Don Sexton, Trump University (2007), Marketing 101, Labor and Social Publishing House.
14. Hermawan Kartajaya (2007), Marketing in Venus, Labor and Social Publishing House.
15. John A Quelch (2008), Modern Marketing - Global Experience, Tri Thuc Publishing House.
English
16. Gary Armstrong / Philip Kotler (2005), Marketing: an introduction, Pearson Prentice Hall.
17. Eric N. Berkowitz, Roger A.Kerin, Steven W. Hartley, William Rudelius (1997), Marketing, Irwin / McGraw Hill.
18. Chris Fill (2002), Marketing communications: context, strategies and applications, 3rd edition, Prentice Hall.
19. Website www.mofa.gov.vn
20. Website www.lantabrand.com
21. Website www.massogroup.com
22. Website www.sgtt.com.vn
23. Website www.vnn.vn
APPENDIX
QUALITATIVE RESEARCH
GROUP DISCUSSION OUTLINE
1. Introduction
Hi everyone. I am a student of the Faculty of Tourism Commerce at the University of Economics, Ho Chi Minh City. I am doing a market research project. Today’s discussion is to understand your views on facial cream products. There is no right/wrong answer here. As long as it honestly reflects your feelings and thoughts. Your opinions are important and valuable to us.
The interviewer asks the consumer to introduce themselves and then moves on to the next section.
2. Skin characteristics and perceptions of “Ideal Skin”
Please give me an example of someone you think has beautiful skin. Why? So what do you think beautiful skin is?
Of the characteristics you listed for beautiful skin, which do you consider most important? Why?
Please describe more about white skin. How important is white skin? Why?
Do you want your skin to become whiter?
What are some ways to make your skin whiter?
What do you think is the ideal skin? Any other ideas? Why?