Clear Men
Lecturer:
Nguyen Anh Thu
Members:
* S3325098 - Nguyen Pham Bao Ngoc * S3344106 - Truong Hoang Nhan * S3343876 - Huynh Dang ThuyNhu * S3358094 - Dao ThanhNhu * S3357772 - Pham ThuyNy
Table of contents
A. Executive summary 2 B. Introduction 3 C. Situation analysis 4 I. Micro-environment 4 II. Macro-environment 7 D. Swot analysis 10 Swot matrix 11 E. Product objectives 12 F. Segmentation, targeting and positioning 14 I. Segmentation 14 II. Targeting 14 III. Positioning 15 G. Marketing mix strategies 18 I. Product 18 II. Price 20 III. Place 23 IV. Promotion 23 1. Advertising 23 2. Sales promotion 27 3. Direct marketing 27 4. Personal selling 28 5. Public relation 28 H. Action program 30 I. Control program 31 J. Appendixes 32 K. Reference list 33
A. Executive summary
Awarding that cosmetic for men is very potential market in Viet Nam, which is developing in all areas, especially economics and living standard, Unilever has introduced Clear Men in March 2007. With the strong investment into promotion from Unilever and high quality and affordable price, Clear Men has become a direct competitor of X- Men which existed before and is a very strong status about cosmetic for men in Vietnam. However, the life cycle of Clear Men now is just in the first half of maturity, so it is necessary to have more strategies in all Price, Product, Distribution and promotion in order to achieve higher sales and stronger position in an attractive but competitive market.
This report consists: 1. Introduction: general information about Unilever and Clear Men 2. Current Situation Analysis: Analysis all factors in both Microenvironment and Macro environment 3. SWOT Analysis: Identifies Strengths, Weaknesses, Opportunities and Threats of Clear Men. Based on them, providing SO, WO, ST and
Nguyen Anh Thu
Members:
* S3325098 - Nguyen Pham Bao Ngoc * S3344106 - Truong Hoang Nhan * S3343876 - Huynh Dang ThuyNhu * S3358094 - Dao ThanhNhu * S3357772 - Pham ThuyNy
Table of contents
A. Executive summary 2 B. Introduction 3 C. Situation analysis 4 I. Micro-environment 4 II. Macro-environment 7 D. Swot analysis 10 Swot matrix 11 E. Product objectives 12 F. Segmentation, targeting and positioning 14 I. Segmentation 14 II. Targeting 14 III. Positioning 15 G. Marketing mix strategies 18 I. Product 18 II. Price 20 III. Place 23 IV. Promotion 23 1. Advertising 23 2. Sales promotion 27 3. Direct marketing 27 4. Personal selling 28 5. Public relation 28 H. Action program 30 I. Control program 31 J. Appendixes 32 K. Reference list 33
A. Executive summary
Awarding that cosmetic for men is very potential market in Viet Nam, which is developing in all areas, especially economics and living standard, Unilever has introduced Clear Men in March 2007. With the strong investment into promotion from Unilever and high quality and affordable price, Clear Men has become a direct competitor of X- Men which existed before and is a very strong status about cosmetic for men in Vietnam. However, the life cycle of Clear Men now is just in the first half of maturity, so it is necessary to have more strategies in all Price, Product, Distribution and promotion in order to achieve higher sales and stronger position in an attractive but competitive market.
This report consists: 1. Introduction: general information about Unilever and Clear Men 2. Current Situation Analysis: Analysis all factors in both Microenvironment and Macro environment 3. SWOT Analysis: Identifies Strengths, Weaknesses, Opportunities and Threats of Clear Men. Based on them, providing SO, WO, ST and