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closed up
Group: The Grey Warden

Sem2 - 2010

Marketing Plan
Close-up
Bui Minh Hoang s3256231
Nguyen Minh Vu s3255214
Hoang Thi Mai Huong s3275008
Do Thanh Phuong Thao s3255388
Huynh Le Minh Nhat s3300531
PhanThi Ha Phuong s3299578

EXECUTIVE SUMMARY:
Close-up toothpaste is one of famous products at Unilever Company in Vietnam. The slogan of Close-up is “long lasting fresh breathes to get people closer”, so the special feature of close up is breath freshness. Although Close-up has been in Vietnamese market for a long time, it has not been very popular. The aim of this marketing plan is helping Chose-up become a market leader, building strong relationship with customer, developing new market in school and increase profit to 20 million dollars. Close-up has been sold all over Vietnam and the market share of this product is 25% at the moment. However, it has not use promotion absolutely such as advertising and services after sale. Base on the strength, weakness, opportunity and threat, the marketing plan gives some ideas to make Close-up become more popular. Close-up toothpaste provides mostly for youth and people who have from average to high salary in Hanoi and Ho Chi Minh cities. Unilever will introduce new product of Close-up in the future such as new flavor and new size of toothpaste. The price of our product still follows the same for more strategy. It has physical and bundle price.In the future, Close-up will open more outlets and expand more distributors focusing mainly in Ho Chi Minh City. Close-up also has to make some activities to attract customer such as discount, advertising and make some events. Some action programs are created to manage time and achieve them in one year from January to December 2011.

Contents
I.URRENT MARKETING SITUATION:4
1.INTRODUCTION:4
2.MARKET SHARE:4
2.1.MACROENVIRONMENT:5
2.2.MICROENVIRONMENT:5
II.SWOT ANALYSIS:6
III.PRODUCT OBJECTIVE:8
IV.SEGMENTATION, TARGETING AND POSITIONING:10
1.Segmentation:10
1.1.Geographic:10
1.2.Demographic:11
1.3.Behavioral:11
2.Target Marketing:12
3.Positioning Map:13
V.MARKETING MIX STRATEGIES:15
1.PRODUCT:15
2.PRICE:16
3.PLACE:17
4.PROMOTION:20
VI.Action program:24
VII.Control Program:29

I. CURRENT MARKETING SITUATION:
1. INTRODUCTION:
* Unilever was established for more than 100 hundreds years. Since today, they are a very successful company with the slogan: “helping people to look good, feel good and get more out of life”. Most of their products target many parts of daily life such as: food, home care brands and personal care brands. Some of Unilever’s famous brands are Savory, Spreads Dressings, Omo, Close up and Lipton.Unilever is very well-known in Vietnam. One of their most famous product in Vietnam is Close up toothpaste. Close up approximately owns 25% of the toothpaste market share, the third largest in Vietnam. Close up has many products such as: Close-up Red Hot, Close-up Milk Calcium nutrient, Close-up Menthol Burst, Close-up Crystal. These products help people to have a freshness and shiny white teeth. * To achieve the position of market leader in Vietnamese toothpaste market in one year, this market plan will focus on building a strong relationship with customers and developing a new market in schools. 2. MARKET SHARE:

* The market for toothpaste in Vietnam is an active market because the Knowledge of oral hygiene is becoming popular. That leads to a demand of a higher quality of toothpaste. In Vietnam, there are many competitors of toothpaste such as P/S, Colgate and others local toothpaste companies. Close up now is one of the top in the market share, they are currently having around 25% in the market. * Vietnam is the developing country with a big market and cheap labor, as the result more and more reputed brands of toothpaste want to enter the market. The annual income per person in Vietnam...
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