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​ In Partial Fulfillment of the Requirements of the Degree of​ LISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORTBACHELOR OF BUSINESS ADMINISTRATIONIn Principles of MarketingByName: Nguyen Thi Ngoc Minh Student ID: 31201029143 Class: DH46ISB-ForInternational School of Business - University Economics ...

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In Partial Fulfillment of the Requirements of the Degree of

LISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORT BACHELOR OF BUSINESS ADMINISTRATION

In Principles of Marketing By

Name: Nguyen Thi Ngoc Minh Student ID: 31201029143 Class: DH46ISB-1

For

International School of Business - University Economics HCMC

March 2021

LISTERINE COOL MINT ZERO ALCOHOL MARKETING REPORT

In recent years, Listerine mouthwash is currently a reputable brand and trusted by many consumers because of its excellent performance and relatively affordable price for the majority, including Listerine Zero (Toplist, 2021). The actors and forces outside of marketing management's ability to build and maintain successful relationships with target customers create a company's marketing environment. As a result, marketers must be on the search for environmental trends and opportunities. The position of Listerine Zero as a brand will be examined in this report, as well as some important Micro and Macro environmental factors that will influence the brand in Vietnam. 1. Brand background: Listerine is an antiseptic mouthwash advertised in the United States with the slogan "Kills germs that cause bad breath." Listerine was invented in 1879 by Joseph Lawrence, a chemist in St. Louis, Missouri, and was named for Joseph Lister, who pioneered antiseptic surgery at the Glasgow Royal Infirmary in Scotland (David Newton, 2008). Listerine was originally sold by the Lambert Pharmacal Company (later Warner–Lambert), but since December 20, 2006, when Johnson & Johnson purchased Pfizer's consumer healthcare division, it has been developed and distributed by Johnson & Johnson (Lexpert, 2006). Listerine Zero, a new alcohol-free version of the formula, was introduced by Johnson and Johnson in 2009.

2. Debrief:

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Product overview: In an alcohol-free mouthwash bottle, the boldest of cleanse, less intense minty flavor. There are no alcoholic beverages. There are no messes. For a healthy mouth, the zero-alcohol formula cleans deeply to kill millions of bad breath germs. (Listerine, 2021). Size: 95ML, 500ML, 1LT, 1.5LT. - STP:

 ersonal Care – Oral Hygiene – Mouth Wash. Segmentation: P Target market:  For well-to-do families in urban, semi-urban areas that have oral hygiene needs and children. (MBA Skool Team, 2020). Positioning:  With the less strong minty flavors, alcohol-free mouthwash for intense bad breath germ fighting. 3. Product analysis and competitor analysis: a, Product analysis:

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Strengths: The brand has been for a long time in Vietnam. Positive consumer image. Excellent branding and advertisements via TV advertisements, social media and print ads. Opportunities: Growing brand recognition via social media. Make organic products (a current trend in the Vietnam’s marketplace). The global demand for mouthwash is primarily driven by rising understanding of oral hygiene (Wiseguy Research Consultants PVT LTD, 2019).

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Weaknesses: It's a poor alternative for toothpaste, which holds a substantial market share. Since it is mainly an urban product, the target demographic is small. The price is quite high compared to the toothpaste. Threats: COVID-19 has the greatest impact on mouthwashes and toothbrushes. Mouth fresheners are commonly used before socializing or going to work, so the lockdown and continued limits are harming sales (Euromonitor, 2020). In the news, there were reports that Listerine could cause cancer.

b, Competitor analysis: -

Indirect competitors: Toothbrushes and toothpaste:  essential but difficult to carry.

Breath fresheners:  not being used much by customers, there are still many concerns about quality and chemicals (Bui Mai Huong, 2017).

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Direct competitors:

Product

Place

Price

Promotion

Colgate Plax

Packaged in multiple sizes - 50 ml, 60 ml, 100 ml, 250 ml, 500 ml.

Widely available in urban areas from malls to retailers.

750 ml 75.000vnd (Lazada Mall).

Help remove 99.9% germs for 12 hours. TV, social media, magazines.

P/S Active Defense

Packaged in multiple sizes - 130 ml, 300 ml, 500 ml.

Mostly in urban areas.

500 ml 60.000vnd (Lazada Mall).

Optimal oral protection with an alcohol-free Zinc Mineral formula.

4, Marketing Environment: a, Micro-environment: Marketing Department: Company Caring about the environment, one person at a time... inspires and brings Johnson & Johnson employees together. We promote research and science, introducing new technologies, goods, and programs to improve people's health and well-being. Every day, employees of the Johnson & Johnson Family of Companies collaborate with health-care partners to impact the lives of over a billion people around the world (Johnson & Johnson Vietnam, 2021). Marketing Intermediaries: When customers access Listerine Vietnam's website, they can buy products through online trading platforms.

Customer: Popularity and usage of oral care products in 4 biggest cities in Vietnam:

Product

Penetration

Frequency

Toothpaste

98%

2 times/day

Toothbrush

90%

1.5/year

Mouthwash

29%

n/a

(Source: Consumer Panel - 03/2009) Listerine Zero has to keep updated study of their customers and in case of Listerine the company has always maintained excellent customer retention. b, Macro-environment: The Demographic environment: Different consumer clusters are fragmenting the Vietnamese demographic.

Income: Listerine Zero targets well-to-do families in urban, semi-urban areas that have oral hygiene needs and children so households with mid high income and high income have the demand of using mouthwash.

(Sources: Kantar, 2020)

Age: Listerine's target audience is a person between the ages of 15 and 45 in urban areas (The Listerine Logic, 2014) which make up for about 67% of Vietnam's population.

(Sources: Kantar, 2020)

Economic environment: COVID-19 has been successfully limited in Vietnam as a result of recent events. The economy is still recovering, with a well-controlled CPI (under 4%), and steady increases in consumer goods retail sales. However, there is still a concern. Because of the pandemic's risks, it's important to keep an eye on market movements to control the influence (Kantar, 2020).

(Source: GSO, 2020)

This year, the Personal Care Sector in the FMCG Market is doing well. This may be due to a change in customer preferences for health, hygiene, and safety as a result of the COVID-19 (Kantar, 2020).

(Source: Worldpanel Division, 2020)

Natural environment: There is also a great need to raise environmental awareness, which would have a positive impact on consumer buying behavior, especially in Asia.

(Source: Consumer response to plastic waste report 2019)

Manufacturers are responsible for 42% solving the problem of plastic waste. (Consumer response to plastic waste report 2019).

Technological environment: Since 2015, Vietnam's ecommerce has grown at an 81 percent compound annual growth rate (CAGR) to $5 billion in 2019, with a forecast CAGR of 43 percent to $23 billion in 2025 (Source: E-conomy SEA 2019 – Google & Temasek; Market Economy summaries; Internal Data and Research Insight).

Cultural environment: -

Consumers’ views: Self empowerment: “Nowadays I spend more time looking for information before buying” - Households agreed - 55% Urban 4 Cities (+3pts vs 2015) 59% Rural (+3pts vs 2015). Health is wealth: “I would like to see more new products to take care of my health and my family health.” - 80% households agreed in Urban 4 Cities and Rural. Think green, go green: “I like to buy brands that preserve the environment.” More than 2/3 households agreed in Urban 4 Cities and Rural. (Source: Kantar - Vietnam Insight handbook 2020) When typing the keyword "Listerine" into Google Trends, the time when most people search for this keyword in 5 years is March 8-14, 2020 - the same time that covid 19 started to spread in Vietnam. That shows the interest of customers in Vietnam for health care products during the outbreak.

(Source: Google Trends) Hand-carried products are becoming more common, particularly in Ha Noi, as more people visit other beauty markets. Number of tourists increased by 20% and hand-carry cosmetics gain popularity (VTV & Worldpanel Division, 2019). -

Consumers’ views of organizations: 44% of consumers expect manufacturers to use other packaging materials than plastic (e.g. paper, glass), use recyclable plastic that can be reused indefinitely and reduce the amount of plastic used in food packaging (Consumer response to plastic waste report 2019).

5. Suggestions: Reducing plastic: Some inspiration ideas in Vietnam: -

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Hypermarket and supermarket: Fresh vegetables are wrapped in banana leaves by retailers, instead of selling plastic straws, switch to eco-friendly paper and rice straws, as well as recycled steel and glass straws. Coffee and tea shops: Go green campaign include: Discounts are available if you carry your own reusable cup or bag, use recycled and/or eco-friendly straws made from renewable materials like grass and bamboo. Refill station: It began in developing markets and is now spreading to emerging markets such as Thailand and Vietnam. Consumers can recycle reusable glass bottles (which can be purchased in stores) or carry their own containers to fill with water, food, cleaning, and personal care items.

6. Summary: Although not many consumers use mouthwash, if you look at the figure that 2 out of 3 people use toothpaste and toothbrush, 2 people know about mouthwash, it shows that this is a market with quite a potential. And learn more about the main reasons to prevent buying decisions, and will see that the most important thing to do is inform consumers about the benefits and necessity of the product. Then, with a new product such as mouthwash, choosing the information channel and the type of information influencing the buying decision is also important in the marketing strategy. And then, it's important to pay attention to the marketing mix from product, pricing, distribution to advertising/promotion to encouraging consumers to get closer to the product. In short, the mouthwash product market is a very promising one. This market growth will be based on the advantages of the popularity of whipped cream products teeth and toothbrush, plus the advantages from the competitive advantage of Listerine Zero Vietnam.

References: Newton, David (2008). Trademarked : a history of well-known brands, from Aertex to Wright's Coal Tar . Stroud: Sutton Publishing. ISBN 9 78-0750945905. "Johnson & Johnson Acquires Pfizer Consumer Healthcare". L  expert . December 20, 2006. Retrieved March 20, 2020 COOL MINT® alcohol-free Mouthwash | LISTERINE®. (2021). Retrieved 10 March 2021, from https://www.listerine.com/mouthwash/listerine-zero/listerine-cool-mint-zero-alcohol Mouthwash Market 2019 Global Analysis, Opportunities And Forecast To 2026 |. (2021). Retrieved 11 March 2021, from https://www.medgadget.com/2019/11/mouthwash-market-2019-global-analysis-oppor tunities-and-forecast-to-2026.html Oral Care in Vietnam | Market Research Report | Euromonitor. (2021). Retrieved 11 March 2021, from https://www.euromonitor.com/oral-care-in-vietnam/report Bui, M. (2021). Lạm dụng dung dịch xịt thơm miệng gây hại sức khỏe. Retrieved 11 March 2021, from https://www.tienphong.vn/suc-khoe/lam-dung-dung-dich-xit-thom-mieng-gay-hai-suc -khoe-1206716.tpo Johnson & Johnson Vietnam. (2021). Retrieved 11 March 2021, from http://business.amchamvietnam.com/list/member/johnson-johnson-vietnam-217 Firmani, M. (2021). GSO. Retrieved 12 March 2021, from https://www.gso.gov.vn/ New publication out: Consumer response to plastic waste - Global site - Kantar Worldpanel. (2021). Retrieved 12 March 2021, from https://www.kantarworldpanel.com/global/News/Who-Cares,-Who-Does-Consumer-r esponse-to-plastic-waste (2021). Retrieved 12 March 2021, from https://www.blog.google/documents/47/SEA_Internet_Economy_Report_2019.pdf...