1 Marketing 1.1 Marketing concept? Marketing is a process of making a plan and implement policy product, price, distribution, promotion and support of business goods, ideas or services to conduct exchange activities to satisfy the purpose of the organization and the individual (American Marketing Association -1985) Marketing is the activity aimed at satisfying customer needs and their wants through exchange processes interact (Kotler 1980) Marketing is the science of the entire business activities from production to consumption, it needs based on market fluctuations or otherwise is taken to market orientation ( Ansoff Marketing Research Professionals-UN) 1.2 Nature of Marketing in the 21st century Nature marketing bases on core concepts: needs, wants and requirements, product cost, value and satisfaction, exchange, trade, relationships and market demand: the lack of a state satisfying basic (food, clothing, shelter housing, safety, wealth, esteem, Marketing focuses on satisfying the needs of customers by focusing on understanding the market and focus on the customer The first company to pay attention to the needs of potential customers then go on to produce commercial products or services created Theory and practice of marketing is based on the customer use a product or a service that is only when they have a need or because such products / services that bring tangible benefits to them Two key aspects of marketing are to find new customers, keep close contact with existing clients Analysis of consumer demand, consumer behavior of customers for P/S toothpaste products Trading in mechanism market is increasing difficult place due to the fierce and fiercely competitive market Product increasingly diverse categories, and there are countless quality goods ready to replace it Therefore, consumers increasingly have more difficulty in choosing products The business wants to survive and have profit is no other way to satisfy the needs and desires of the consumers in the best way, superior than the competitors To be able to understand what customers need in business is a process of understanding the market and proposed marketing policies to meet the needs of consumers 2.1 The concept of consumer behavior and behavioral patterns of consumers Consumer behavior is all actions that reveal consumers in the process of investigation, procurement and use and evaluation of goods and services to satisfy their needs It can be considered that consumer behavior being the way consumers will take to put the decision of their property (money, time, effort ) which is related to the purchase and use of goods services to meet individual needs In the first phase, the marketers could understand consumers through daily sales experience But the growth in size of the company and the market has made many marketing managers which are not qualified to direct contact with customers again They have to research customer to answer questions such as: which group of customers need your products? What are the products they need? When they want to participate in the procurement? It is able to consider factors affecting purchasing decisions of consumers through the following model: Marketing stimuli Other stimuli Product Economic Price Technological Place Political Promotion Cultural Buyer’s Characteristics → Buyer’s decision process Buyer’s decision Cultural Problem recognition Product choice Social Information search Personal Evaluation of alternatives Dealer choice Psychological Purchase decision Purchase timing Postpurchase behavior Purchase amount → Brand choice To understand the needs and behavior of consumers clearly, we are going to learn a particular product; that is P/S toothpaste 2.2 Analyzing needs and behavior of P/S toothpaste consumers P/S toothpaste is a product of Unilever and it has been appeared very popular in Vietnam market The P/S product's current can be listed as: Name of toothpaste Uses P/S Salt 120g Helps prevent cavities and gum disease P/S Green Tea Extract & Chamomile Green Tea Extract & Chamomile help 100g, 200g Hình ảnh prevent heat mouth, prevent cavities P/S Lemon Extract 110g Lemon Extract and Vitamin help strong teeth and fresh breath P/S Complete Actions Bring ways to help optimal protection and comprehensive dental care 70g, 150g P/S Exceptional cavities Add 50% Calcium helps prevent tooth decay excel 45g, 120g, 200g, 250g P/S Green core 160g P/S White No 100g P/S Good baby 35g P/S Kids Cao Cấp 35g The unique formula mouthwash for healthy teeth and fresh breath Breakthrough with unique blue foam, it helps to have whiter teeth after just brushing time The formula contains calcium and fluoride for baby a strong and healthy teeth The unique formula contains Vitamin E to help protect gums And calcium fluoride helps prevent tooth decay and tooth enamel strong P/S Sensitive expert Breakthrough Technology from UK for sensitive teeth help to build strong teeth and reduce sensitivity About analysis problem and researching market, Unilever Vietnam has implementated carefuly and thoughtfuly way right from the start of operations in Vietnam Because partnerships are referred to incorrect results and reality, it will inevitably lose lots of business From the practical to the rapid population growth, the growth rate, economic growth is always positive to see Vietnam to be a country which can potentially large market with abundant young manpower, resources ample to mention is that "limestone" for toothpaste production According to the American psychologist named Abraham Maslow, people have different demand levels Demand is the lack of something that people can feel Demands of people are very rich and diverse; however Maslow had divided human's demand in five main groups, it decentralized hierarchy from low to high Demand for selfimprovement Demand for being respected Affiliate demand Demand for being safe Biology demand In the pyramid of human demand, biological demand is in the lowest position and it is the demand that people always try to satisfy first Because it is the demand to maintain the body's natural existence consists of the elements: food, shelter, clothing, rest Next levels are safety demand and affiliate demand, emotion demand, the love between human being and human being The higher level is the need to be respected or admitted talent, ability and knowledge of an individual Highest level in the demand pyramid of Maslow is demand for self-improvement and personal development capabilities When a need is met, other needs will appear As a result, people always have unmet demand and this demand promote people to perform certain tasks in order to satisfy Unilever has researched the consumer needs through Maslow's model and apply the strategies in their products If the products' superior cavities", "P/S Salt " hit the psychological factors people need to protect their own health (biological needs), then the product as "P/S White No", "P/S Lemon" to hit the human psyche needs to be respected, to be self-improvement The oral health care for every member of the family is one of the necessities to care for and protect the health of the whole family The problem here is that company must understand Unilever Vietnam: who is customers? What is consumers' demanding in P/S toothpaste products? What customers buy products for their company's product without competition? When they buy? Where will they purchase? With the advantage of a well-known multinational company in the scope of supply of fast moving consumer goods, so when entering the Vietnam market, Unilever Vietnam has mapped out and implemented marketing strategies to meet essential requirements of all Vietnamese people With advanced culture imbued with national identity, the old adage is "teeth, hair are true beauty of human" which is viewed as standard to represent the writer's ego by the Vietnamese people This shows the necessity and beauty needs more attention and gets people to focus on The demand for white teeth, strong to create confidence in terms of human relations and forms of communication are to be focused on people Who is customer? Toothpaste products are essential commodity of every family to protect dental health for the whole family, there is no distinction customers Clients are children, pupils, students, working people, middle-aged people But customers in the different social classes, the demand for such products are also different: For those in the upper class, they use good quality products with a high price in order to express themselves and their new concept that is "class" For example: P/S Toothpaste Products, HighEnd P/S Complete ActionS, P/S White No, P/S Sensitive Expert For those in the middle class, ordinary, they use good quality products but suit themselves, they can accept or consider buying, but buy discount timing They choose the product that suits them and fit their pocket What is consumers' demanding in P/S toothpaste products? + Product is diversity, rich in variety and good quality: Each region has custom, private dining tastes North has distributions in four distinct seasons: spring, summer, autumn and winter, each season of the North eat sour foods, hot and cold and can make each one different oral diseases There are two seasons in the South: rainy and dry seasons (not winter), so there is characterized by eating very spicy and sweet taste of sugar The Middle has mountain terrain, it is near the beach, long narrow and steep with hot dry weather patterns due to Laos wind, low rainfall, but the food tastes like the South is like eating spicy and sweet Therefore the northern susceptible to dental diseases such as multiple heat mouth, tooth decay, tooth enamel damage, gum disease, dull teeth, sensitive teeth The south and Middle have majority of the patients with multiple oral temperature , tooth decay, gum disease, tooth sensitivity eating spicy food hot, cold food and sweets It is the cultural characteristics of each region to create regions: North, Central and South with consumer preferences toothpaste products different If you want to exploit this potential market, the company must make toothpaste products rich in species diversity and people can choose the product that suits them + Eye-catching packaging designs: Interests of consumers are diverse and abundant, well-suited to the rich types of products of the company Products P/S toothpaste wants consumers to pay attention, it does not only improve product quality but also to reform the product packaging design effects stimulate weak consumer market For example, for products toothpaste P/S Lemon is the dominant color is the color of fresh lemon, P / S, Green Tea is green tea leaves make an impression for users and also easily recognizable the use of the product + Reasonable price: It is not only the best quality, beautiful design but also costs cheaper If a product is outstanding quality costs, it is only affluent people buying new That puts the company's research mission's reasonable price to meet the needs of every customer + Product weight: Vietnamese has traditionally lived in a family for generations, so they may need to use large amounts of toothpaste The few people who live alone so far must go to work, study, travel they have had the need to use small volume products Demand for the product of different objects should demand toothpaste volume also different When they buy? In the present time, every citizen's life is raise, the demand for dietary needs are very high On birthdays, public holidays, special events, they organize a party or slobbering Without dental care, the food, the drinks containing sugar, coffee and tobacco are made gold teeth, tooth enamel damage, decay The living conditions of the people as they raise more attention to oral care The market has more and more vendors' toothpaste contributed to raising awareness of the people about dental health They buy the products when their toothpaste products is run out of or toothpaste products which they are using are no longer appropriate, they need to buy new products When they need to find the right product to buy themselves or family, they are required to conduct information search and product comparison to the other to find a product that suits them On the other hand, Vietnamese people tend to be interested in buying discount goods or products supplied They buy a product which is together with promotion, it is not because of cheaper products that fit the needs or use that because they love and want to receive promotional product attached it Therefore, companies increase to marketing and introduce new products with advertising, leaflets, propaganda, and trial donate, donate brush with Where they buy? Consumers often buy at the retail and wholesale dealers, supermarkets For products to consumers; the company should have a reasonable distribution policy With the status, high social class, they always select supermarkets and stores to buy cosmetics Simply because they feel that the products sold there have good quality and the right price Furthermore, these places have the counselor who can answer their questions when looking for a new product For those who have low incomes, they choose to buy at dealers or traders, because they understood the price from the manufacturer to the consumer through many intermediate steps and pushed up prices They prefer to buy products cheaper and the quality is no different in the supermarket Viral Marketing 3.1 Viral Marketing concept The term viral marketing is professor Jeffrey F Rayport at Harvard Business School (USA) mentioned in the article The Virus of Marketing (Advertising type virus) Fast Company magazine in 12/1996 The term was later popularized more by Tim Draper and Steve Jurvetson, Draper Fisher founder Jurvetson, in 1997 Viral marketing describes tactics to encourage viral marketing content to others Messages conveyance can be a video clip, funny stories, flash game, ebook, software, photographs, or simply a text The researchers found that on average more than 10 people have intimate relations, 150 relations social and 500-1500 other ties loose So economists assess viral marketing as a new solution for the marketing industry before the popularity of YouTube and video sharing movement online as well as Facebook and Pinterest, Twitter for news and photos 3.2 Nature of Viral Marketing Viral Marketing use spread of Viral content combined with optimized transmission channels for the purpose of marketing to convey messages to target customers Heart of viral messages located in content marketing The audience does not share your brand even they like it They share their favorite content message they feel and expect other people feel the same message immediately They not help share the message They share their sense of their own feel - which is the reason of spread Like how the spread of a virus This form of advertising starting from a hypothetical customer always tells others about products or services that your customers feel when using Viral marketing describes a strategy to encourage the personal spread of content marketing, advertising to others, creating a potentially exponential growth in the spread and impact of the message as the virus Such campaign take advantage of fast replication to make a booming message to thousands, millions of times But to create a Viral Marketing campaign is really effective is not easy, you need to make the "virus" is its unique appeal; it must be personalized and is transmitted by the collaboration "mutually beneficial" Marketing and advertising virus is the term to refer marketing techniques using social networking sites available to enhance the impact and brand awareness of the public, through the process of self-replication of the virus, similar to the process of self-replication of the virus computer 3.3 Application in the way of Viral Marketing beverage products 3.3.1 Research product and Viral application method Need to identify the product, the brand will what nature viral marketing is, what target customers’s characteristics is, from which we can approach accordingly For example, viral products is a smart phone for male office workers, we will consider the needs, their desires, and trailers can exploit aspects related to hi-tech products For example, the male office workers often want to show their professionalism through a smart phone with the diverse utility office, they want to check mail and online wherever they liked and show friends their own hi tech Then we determine our smart phone meet the needs of those in need of them, and not the point of our products compared to products of competitors We also need to determine whether the customer is frequent in what sites With 10 smart phone products mentioned above, customers may be able to use a number of social networks like Facebook, Yahoo 360plus - is the local network or office use, they have access to technology forums such as: handheldvn, Tinhte , bookmarking webiste that men often visit as otofun, linkhay can also gather a lot of them Please research this website for further understanding of trends discussed their preference to be the best approach In a number of tools such as Google Ad Planner, we can even determine the sites they frequent than the website we have set out 3.3.2 Prediction of response to customer convey product Messages are transmitted when the receiver accidentally "steering" the path to peace Viral Marketing campaigns are geared towards? The reaction of the recipient when the message was not received very well brings the opposite effect? That's what people on the Internet Viral Marketing often fret We have to accept that with the spread of Internet marketing, the recipient's response can be two-way: merit and limit; it is also good because the audience is only interested in discussing objectively, they not like cramming into the flowery words trendsetters product If you, or your clients desire a full viral campaign with only good feedback, and they turn all the way to pass hard comment, then honestly recommend looking to other forms of marketing communications system inherently one-way communication 11 However, this does not mean to say that everything we float drift flow freely in public, because we are paid to and not to marketing flies So whatever you also need to take measures to control the spread of the message to ensure that it provides a positive effect, even though she knew it was not easy If there are too many people blame, why not install some people on merit, if the message is being misunderstood, why not find ingenious ways to correct, if Google search on the name of the Event, seeing all the words from those who went last year, just push back the negative results in page by "bombing" a lot of good propaganda about events on the site which engine preference But the audience is not the donkey, so we have to "fire" ingenious, if it is too revealable, it will add fuel to the fire, and then mental preparation for another round of odiums of netizens 3.3.3 Collect data on outcome after Viral Marketing application If at first, you define the goals, then clearly quantify; it is not difficult to measure effectiveness Internet marketers have an advantage as a result reflected in the numbers very clearly provided by the system; we need not doubt the error level as the measure of marketing communications systems In the statistical tools to access websites such as Google Analytics, Getclicky, we can easily get statistics, website resources page leads to us (because we viral message by launching so many different sites are important indicators to determine users look to our website from any page) With tools like Google URL Builder, we know exactly how many click cursor on our site from other sites (this is a 12 suitable way to measure the effectiveness of online PR post) We can also build our own tracking tools to serve specific characteristics of the campaign Combined with the department, other departments, we can collect more data on sales, market share (if a viral campaign to promote sales), enrollment counts, ticket number generator off (if the Event), the number of entries (for the contest) Finally, not ignore the statistical properties of the reaction of the recipients of the message, the message affects the image of the master unit message Visitors demonstrated numerous viral campaigns are concerned, but the words of praise audience will reflect the impact positive or negative campaign brings It can be seen, Viral Marketing is the way many people want to go but not everyone can be there Especially in Vietnam, this trend is still new to the national branding, creative community involvement, Viral Marketing designed not much However, we still expect the same with the serious investment of brands and advertising companies, next time there will be many messages with scale and quality is unsurpassed continue "spreading" 13 INDEX Marketing .2 1.1 Marketing concept? 1.2 Nature of Marketing in the 21st century .2 Analysis of consumer demand, consumer behavior of customers for P/S toothpaste products 2.1 The concept of consumer behavior and behavioral patterns of consumers 2.2 Analyzing needs and behavior of P/S toothpaste consumers Viral Marketing .7 3.1 Viral Marketing concept .7 3.2 Nature of Viral Marketing .7 3.3 Application in the way of Viral Marketing beverage product 3.3.1 Reseach product and Viral application method 3.3.2 Prediction response to customer convey product .10 3.3.3 Collect data on outcome after Viral Marketing application .11 14 ... consumer behavior and behavioral patterns of consumers Consumer behavior is all actions that reveal consumers in the process of investigation, procurement and use and evaluation of goods and services... supply of fast moving consumer goods, so when entering the Vietnam market, Unilever Vietnam has mapped out and implemented marketing strategies to meet essential requirements of all Vietnamese people... the supermarket Viral Marketing 3.1 Viral Marketing concept The term viral marketing is professor Jeffrey F Rayport at Harvard Business School (USA) mentioned in the article The Virus of Marketing