(Case Study)Analysis of Comfort Vietnam
EXECUTIVE SUMMARY Unilever is a
fully multinational corporation with operating companies and factories scattering all around the world, and manufacture foods, beverages, cleaning agents and personal care products. Unilever owns more than 400 brands but its 13 “billion-dollar brands” fall mostly into two categories: Food and Beverage, and Home and Personal Care. Unilever started its operation in Vietnam in 1995. Since then, Unilever Vietnam (UVN) has achieved a strong and rapid growth, and managed to become the market leader in almost every sub-sector it has entered in spite of facing lots of harsh competition, especially in a country where investment is ample, rising not only domestic competitors but also attracting big foreign ones such as Nestle or PepsiCo. This paper, based on secondary research, is composed with the aim of presenting an overview of Unilever’s activities in Vietnam through the study of its current market, marketing environment, customers, competitors, and particularly brand and SWOT analysis. We would mainly bring Comfort-the fabric softener into focus. In brief, some of its strength are secured financial background and reasonable pricing and high adaptability. It also has weaknesses such as probable misperception. And even though UVN has to face harsh competition and other threats that pose a hazard, it also can take advantages of opportunities like the domestic market having evolved much. From the analysis, we draw several suggestions for the company’s promotion strategies such as keeping going with public campaigns. COMPANY ANALYSIS Mission Statement Unilever is a multinational business that owns many of the world’s consumer product brands in foods, beverage, cleaning agents and personal care products. Since the commencement of Unilever’s operation in Vietnam in 1995, Unilever Vietnam has successfully grown to become a leading-fast moving consumer goods company in the local market. Guided by the mission “To add vitality to life”, the company has diligently fulfilled its commitment to raising the quality of life for people everywhere through the
provision of its branded products and services. Every product line is originated and developed perfectly in tune with the overall mission. Knorr, for instance, the leader in Vietnam’s granule market with total share of more than 70%, originally founded on the belief that “Good food matters” since it adds untold pleasure to our lives. Or Comfort, which has been ranked the number 1 fabric conditioner in Vietnam with more than 55% of market share since 1999, lets people “Do the little extra thing for the one you love”. Or Lifebuoy, a market leader in every Asian market where it is sold, has made its goal clear is to provide affordable and accessible hygiene and health solutions for every person. Besides working on its production to provide the best for people, Unilever Vietnam is also actively involved in social activities to help raise the living standards and improving the well-being for Vietnamese people. It has contributed more than VND 200 billion to the society through a wide range of projects such as “P/S protects Vietnamese Smiles Program”, “For Bright Eyes of Children”, and “Pride of Ha Long”. Company Objectives In accordance with the mission statement, the company sets up its corporate objectives guiding the present and future development of the company over the next 12 months as follows: • Win share and grow volume profitably across categories and countries. • Offer a broad portfolio of brands that appeal to consumers with different needs and budgets. • Leverage technology to create bigger, better innovation platforms that will be rolled out faster to multiple markets. • Enhance and broaden relationship with customers. Brand analysis 1, Brand `s current performance Brand is the most important component to create success for a company, so it’s necessary for marketers to realize the brand’s current performance...
Please join StudyMode to read the full document