Marketing Strategy of Close-Up (Unilever)

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      ! "# $% % $% &' ()*+ " !# ,--    ! "#$% &'"!() "! *+, !". '#/..!. 0"123 2245."'  6#7 8' ! .!9! # "$,. 2#:!; <!!!.#$ = .   .(    >6  2   '    ..# -   : .?@ .!'  ("' " #&. !"!-88    "        "    "          .    " #/.'!'. '# Marketing Analysis of Close Up /+ *  $%  %$  ."$,.- ,!!.$!# ! + Customer needs : 7      "      . .           A  '    ."# 1! .#". ". ".# B "        .  >  !       C                 "      !     #  7            '   ".   .  .      "    !      ! 6;. D9#:! ! '. !  !  #2 >  .. 2            ="       6  ("# +Marketplace : +     ".  .          ".       '              .  "  '    ! #E',  . -FG-GH#("' !.  !#            ""       .     "#/F HI ! 828  . "  ! .!#  Marketing Analysis of Close Up /0 * :  ."'         9    ="  '  .  .     ''# &"# 1! % + Choose customer to serve: /'.". =.# ( !. !.>.. #$.!.   .           .   #  /      .      !     " !6" ' # .G- ,-.# E           . 2#J'"9. # *=   (     92..># + Proposion: /'.#. ' !'='> !! 9'.K!#&. 8' "!'#/. .(."!. I'#2   .#$ '".!. '   #  Marketing Analysis of Close Up /2 * "# .  !$#.$#30 4 + Products and Prices: +".''!! " "!#",' 2 .KLGG-?--,- " #I#/2 !< G? + !# ',5"' GG-M -M G? + N + ',"& GG-M -M G@ + @ + Marketing Analysis of Close Up /6 * ,5 GG-M ?-M ,-M G@ +  + < + + Place:         !     !.!. !! "#  .           9"!.  -    !    G  " .>25 '          #  /     ".#  + Promoon :  :"=" . '' ! #7 .( '#* "2!L  %Ngay Hoi Bang Tuyet)F2* .:"H+!G  Marketing Analysis of Close Up /7 * %Tim Em Noi Dau)F/"OHP.G  %Thanh Pho Thom Mat)FE2.$!HP.G-- Marketing Analysis of Close Up /8 * QDem Valenne The KyQF/2.HE!.G- Marketing Analysis of Close Up /9 * %Hay De Tinh Yeu Dan Loi)F"/ $.HG-,#  & .K#2 ./> " #2 ""#&."" (>(# Marketing Analysis of Close Up /*) * [...]... introduce products to many others potential customers The shortcoming of us is that there have been no any benefits to respond those customers Page | 12 1 Marketing Analysis of Close Up The benefits and costs of the marketing orientation of Close Up Expense is problem must face when create marketing strategy for any product, let alone products of a huge corporation like UNILEVER Costs can arise from activities... investors such as reduce taxes, lease land with priority costs,… Page | 15 1 Marketing Analysis of Close Up Key micro environmental factors which influence marketing decisions of Close Up At present, the marketing decisions of Close Up has been influencing by these following micro environmental factors Suppliers Micro environmental factors Marketing intermediaries (Close Up) Customers Competitors - Suppliers:... advertisement strategy for good enough, chances of products be sold will be in high rate About this , we are doing very well - Economic environment: GDP per capita of Vietnam has increased steadily and now reaches about USD 1,540 ( more than 30,000,000 in Vietnam Dong Spending quiet little of money for daily using product as toothpaste is necessary expense Page | 14 1 Marketing Analysis of Close Up Vietnamese... prestige through the superior value that we bring about customers Building profitable relationship with customers Ensure that company and product brand develop sustainably Page | 13 1 Marketing Analysis of Close Up Marketing Environment and Customer Analysis Key macro environmental factors which influence marketing decisions of Close Up Demography Macro environment Economic environment factors Technogical... 2009, in the reason of arranging a meet for couple of the story, Close Up made kissing collective for 500 couples o Page | 21 - Step 6: Maintain the influence by many promotional activities or sales Successes: 1 Marketing Analysis of Close Up o This campaign was considered the first and most successful viral marketing in Vietnam o Attract youngers’ attentions, which are target customers of Close Up o Popularize... perfect strategy for Close Up, and has been successful when together with the “brother” P/S make up 90% of domestic toothpaste market However, with the strong rises of many competitors and nowadays difficult economic situation, making no headway is suicide Therefore, the problem must be solved is how to flex the strategy to adjust to changeable situations Page | 22 Reference 1 Marketing Analysis of Close... toothpaste However, P/S and Colgate are better than ours about the variety of types, designs, and prices for all children and adults If slowly improve this weakness, we will face the risk of losing market share The behavior of the target customers in different buying situations for Close Up - Social factors: Page | 17 1 Marketing Analysis of Close Up group family role and status Social factors (Close Up) o... strong innovations, and marketing strategy must get the maximum efficiency Close Up has not made trends for its products , and one reason is that our adverting and marketing channels have worked inefficiently o Status and role: Whoever want their appearances are appropriate to their status and roles, especial people who have to communicate a lot in work Page | 18 1 Marketing Analysis of Close Up Perfect... below works to meet customer’s psychologies: Page | 19 1 Marketing Analysis of Close Up o PProve customers that these are necessary products to serve our daily lives, especial nowadays dynamic lives which have a lot of communications To do this, we should intensify the population of product’s uses o Bring about customers the real experiences of products by giving them samples, then we should collect... with story’s happenings On Valentine season of 2009, Close Up organized a kissing collective for 500 couples at Phan Dinh Phung Hall in Ho Chi Minh City This event made a special effect for the brand and was really a highlight point of whole campaign - Campaign process : This campaign took full advantages of the quick spread of the internet and the curiosities of youngers through these below steps: o

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Marketing Strategy of Close-Up (Unilever)

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Mục lục

Introduction

Close Up

Vietnam market

Marketing Analysis

Overview of the Marketing Process

Key elements of the marketing process of Close Up in Vietnam

Understanding Marketplace and customer needs

Design Customer-driven marketing strategy

Construct marketing program that deliver superior values (4Ps)

Capture value from customers to create profits and customer equity

The benefits and costs of the marketing orientation of Close Up

Marketing Environment and Customer Analysis

Key macro environmental factors which influence marketing decisions of Close Up

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