In Vietnam, with the development of the economy, the consumer market is larger cause of enterprise have to improve their product by different strategies to brings to customers appropriated product with many choices. To find out success of the way Omo detegent get attention to customer and how to use effective marketing strategies of Omo brand , we have carried out observations of some large market in Ho Chi Minh City, along with conducting a survey (questionnaire) on some groups of urban population. The results helped us to explain why Omo detergent has become the most popular brand that customer used. Success of Omo brand from marketing strategies in Vietnamese market contrbuted to more profit for Omo brand in competitive market as current. I.Introduction
In several years, economy of Vietnam is more and more improving, so the sale and exchange of good is more important in social life. Consumers have many choice for what they want to buy, have many oppuntunities to find a appropriate product with reasonable price. And we also know that when a brand has kept the minds of consumers, the final aim is keep their heart. This is true for OMO Detergent, global brand of Unilever group in the Vietnamese market. That’s one of the most important thing attracted us to learn and study about this product. There are many researches shown that Unilever’s innovative marketing strategy is the different marketing approach adopted by its Indian subsidiary, Hindustan Lever to create and market a low cost consumer brands in the detergent line to compete with popular domestic brand which enabled them to get a thirty-six percent in the laundry detergent segment alone (Bloch, Shankar and Schaus, 2007). Researchers indicate that through appropriate marketing strategies, companies can increase and improve the wealth of their consumers, similar to the marketing strategy adopted by Unilever to increase its consumer base (Bang and Sharad, 2008). Unilever introduces global brands only after the employing a local company to popularize the brand in a given market or segment, and this strategy has been extremely fruitful to the company in the launch of the Omo brand, in the Chinese market (Arnold and Quelch, 1998) Little rereach has been done on topic advantages and disadvantages of OMO. Although many studies have been done on information about marketing strategies in many country, there is available on marketing strategies of Omo brand in Vietnamese market. The purpose of this research showed success of maketing strategies of Omo brand in Vietnamese market. It’s hoped that information of this study may useful for marketing strategies in future of enterprise aim to build a strong brand.
The research was mainly carried out in two large districts in Hồ Chí Minh City- Tan Binh District and District 5. Instruments of this paper were observation and survey (questionnaire). The subjects are mostly middle-aged and dynamic people around the ages of 25 to 40, woman officer or housewives. . Observations were conducted at three market in district 5 include in: Kim Bien market, An Dong market and Tan Binh market in Tan Binh district. A total of 200 copies questionaires were sent to randomly for people including in: 150 copies were delivered to employees of grocery stores in three market, 50 copies were delivered to housewives in Tan Binh district. All Collected data was digitalized and statistics were made using Microsoft ® Excel ® and IBM ® SPSS. 2.Materials
The observations were conducted to get the percentage of customers went to market, which things made a good dicision and things could get their attention when they choose any product. The opinions of customers were collected by questionnaire and interview.The questionnaire involved two parts: personal information and research information. The personal information part was designed to collect some private...