UNILEVER

DOVE GROUP
INTENSIVE
REPAIR

Situation Analyssis Report

1
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Arabic \*
MERGEFOR

RMIT UNIVERSITY
CAMPUS SAIGON SOUTH
SCHOOL OF BUSINESS AND
MANAGEMENT
MTKG1205– Marketing Principle

Assignment: Situation Analysis Report

Lecture: Nguyen Thi Huong Giang
Group Number: 3 Group Name: RANGERS

Student Information:
STUDENT NAME STUDENT ID
NUMBER
Nguyen Thoai Khang s3752294
Ho Thu Quyen s3761911
Lu Kim Thanh s3754106
Le Bao Vuong s3757301
Huynh Doan Thuy Trang s3740916
Nguyen Thi Mai Anh s3794043
Bui Dang Huy s3748979

UNILEVER
Vietnam
156 Nguyen Luong Bang Street,
UNILEVER
Ho Chi – INTENSIVE
Minh, Ho Chi REPAIR
Minh DOVE - RANGERS
City Vietnam
Submission date:

Word count:

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 TABLE CONTENT
1 INTRODUCTION 4
2 SITUATION ANALYSIS 4
2.1 Company Description - UNILEVER GROUP. 4
2.2 Product Description – Dove Intensive Repair. 5
3 MARKETING ENVIRONMENT 5
3.1 Micro Environment 5
3.1.1 Company 5
3.1.2 Suppliers 5
3.1.3 Publics 5
3.1.4 Marketing intermediaries 6
3.1.5 Competitors 6
3.1.6 Customers 6
3.2 Macro Environment 7
3.2.1 Politics 7
3.2.2 Economic 7
3.2.3 Demographic 8
3.2.4 Nature 8
3.2.5 Culture 8
3.2.6 Technology 8
4 SWOT ANALYSIS 9
4.1 Strength 9
4.2 Weakness 9
4.3 Opportunities 10
4.4 Threats 10
5 S.T.D.P 10
5.1 Segmentation 10
5.2 Targeting 12
5.3 Differentiation 12
5.4 Positioning 12
5.4.1 Positioning map 12
5.4.2 Value proposition 14
6 CONCLUSION 14
7 APPENDIX 14
8 REFERENCE LIST 17

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

1 INTRODUCTION

Unilever group is an international company owns over 400 popular brands which are leading in
the world’s fast-moving consumer goods in 100 countries worldwide. In 1995, Unilever came to
Vietnam as a foreign investor and spent $300 million on building modern two factories in Ho Chi
Minh city and Bac Ninh province. Over two decades, Unilever has become one of the most successful
foreign investor in the FMCG sector (Unilever Global: Unilever investment in Vietnam, 2009). It is
estimated that there are nearly 35 million of Unilever products consumed in a day by Vietnamese
consumers ( Unilever official Vietnam website, viewed on 2013) ). One of the brands of Unilever
which has been familiar with Vietnamese women is “Dove”. Dove releases a lot of products in
Vietnam such as hair care, skin cleansing and antiperspirant deodorants and these are currently popular
and reliable because of its high quality but affordable for Vietnamese customers. In this report, every
developing and marketing strategy which help Dove improves dramatically over 20 years will be
analyzed thoroughly.

2 SITUATION ANALYSIS

2.1 Company Description - UNILEVER GROUP.

According to the official website of Unilever, latest news:
● On 2 September 1929, the merger of a British company “Lever Brothers” and a Dutch company
“Margarine Unie” created Unilever.
● On 1 January 1930, Unilever was officially established, Procter &
Gamble joined the UK market and became the main rival of Unilever.
● Unilever was initially specialized in soap and margarine production;
however, Unilever started to enter the food market in the 1940s by acquired
Batchelor’s, a company that specializes in freeze-dried vegetables and
canned food.
● Unilever continued to expand its market into hair care products which
led to the establishment of Sunsilk and Dove in 1954 and 1955 respectively.
● Over 400 popular brands: Axe, Lifebuoy, Knorr, Lipton, Clear…

2.2 Product Description – Dove Intensive Repair.

● In the Vietnamese market, Dove has three main products which are intensive repair
conditioner, anti-hair loss, volume, and fullness shampoo.

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 ● Dove intensive repair conditioner is the most popular product line which gains lots of
customers due to its effectiveness.
● Dove intensive repair conditioner has become one of the best choices for Vietnamese women
those who encounter with damaged hair.

3 MARKETING ENVIRONMENT

3.1 Micro Environment

Dove Intensive Repair 3.1.1 Company
https://www.unilever.com/ There are some distinct strong points, which create
$1,116,880,204 (EBSCO host, 2019) per year for Unilever Vietnam, in
term of supporting, structure, current strategies, and development trend. Firstly,  Unilever, in Vietnam,
is supported by the parent company both finance and technology. Moreover, according to Unilever’s
official website, since 2013, the old structure of the company had been changed into a concept that
making a decision can be done directly and faster. This concept provides fewer management layers, yet
more ability for each department. However, the disadvantage is that many high positions in local
Unilever are held by foreigners. Another important point is that Unilever, in 2010, was operating more
sustainable strategies (USLP ) such as collaborating more with governments, NGOs and other
stakeholders to build a strong society.  The marketing department also used multiple platforms to
achieve cut-through in a highly fragmented media. The efficiency of digital marketing, as an example,
is essential than ever. Following these strategies, R&D aims to "make Vietnamese live better" as well
as encourage traditional in their product. (Unilever official website, 2018)

3.1.2 Suppliers
Vietnam National Chemical Group (Vinachem) became a chemical provider to Unilever in
2010 and become one of the most important suppliers of the company. The main materials of Dove’s
producing were from Vinachem, the company still had to purchase many other materials to produce,
which is approximately $100,000,000 per year. Both two companies, then, make a decision that they
should cooperate to make needed chemical materials (Vietnamplus, 2010) rather than Unilever spend
huge money on buying them. Therefore, Unilever can save funds for other things.
Unilever, then, try to aim to be a partner with more environmentally-friendly companies after
they applied the sustainable strategies, yet the supplier list did not change much year through the year.

3.1.3 Public
3.1.3.1.1 General public
Intensive repair Dove, in these years, quite popular, in a positive way, with Vietnamese
women. (Appendix 1)
The Strong competitor such as TRESemme or L’oreal come from around the world through
advertising and the announcement of U.S department of health and human service about L’oreal
scandal (Appendix 2) in these years nearly change the general public view about shampoo product.
However, because of this announcement, Dove should be careful more in producing.

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

3.1.3.1.2 Media Publics
There are several ways that Dove could gain benefit from the media. As a well-known brand,
Dove has more chance to attract social media, especial online network. With the rapid development of
the Internet, Dove is also popular in some social networking sites such as Twitter or Facebook. Dove
could easier choose influencer and the way that customers meet their TVC for their brand, compared to
other small brands. (Heggde et al, 2018)
Furthermore, the drawback of media in 4.0 generation is that Dove and Unilever should be
careful. If they made mistakes, the brand could be ruin immediately, which become a strength of
competitors. These competitors also could create some scandals with online media even if Dove do
nothing. (Heggde et al, 2018)

3.1.4 Marketing intermediaries

3.1.4.1.1 Resellers – Retailers
Most supermarkets and even convince stores in Vietnam, nowadays, such as Lotte Mart,
Maximax, Coopmart or Vinmart, and Vinamart are Dove’s retailers. Besides, Dove intensive repair is
also sold in other markets like Song Da Industry Trade Joint Stock Company, a company has good
reputations in Vietnam market (Sodamart, 2013).

3.1.4.1.2 Physical distribution firms.

Following its long history story, Unilever has mainly worked in Vietnam market with Lever
Viso for years (Baomoi, 2010). The active distribution strategy of Dove, as a result, does not any huge
problem with transportation. They, with a variety of types, are motors, containers, trucks or even a
motor with a case behind. The company wants to ensure that Dove can be delivered to customers in
everywhere in Vietnam, even in the rural area.

3.1.5 Competitors
In term of quality, direct competitors: Clear, Pantene and Sunsilk (Appendix 1 & 3)
In term of brand, in these recent years, TRESemme (Appendix 4) and Korea became one of the most
popular hair products for B, A, and even A+ class consumers, big hair salon and spa (Appendix 3), yet
after Vietnamese knew about L’oreal’s scandal, it is not a very big competitor of Dove anymore, until
recent years. (Appendix 2)
🡺 In conclusion, Dove have strong competitors in both quality and brand field. These
competitors, in general, target in a variety of class and give more advantage in many aspects, compare
to Dove. As a result, if customer compares Dove in a general view, the competitors would illustrate
that Dove did not change much through the period and offer a not reasonable choice.

3.1.6 Customers
Consumer market: mainly target on X generation, women in Vietnam.
● When it comes to Dove in Vietnam, intensive repair Dove, firstly, was believed that was
promoted for young ladies who have long hair with “I’m a lady of DOVE” (Baomoi, 2010). However,

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

the campaign was clearer every year. It turned out that the company aimed to “real beauty” of women
(Like the main campaign of Dove in around the world) which means beauty not only comes from
youth and slimness but also every age and every skin color in all over the world.
● In Vietnam, intensive Repair Dove’s girls, then, turned soft ladies into active and confidence
female as the campaign turned from “real beauty” into “be yourself, don’t be shy”. Now, Intensive
repair Dove can be used by many types of customer whatever their ages or characteristic (The new
campaign in the first months of 2019 “Cùng Dove tự do thả mình strong từng kiểu tóc” (Appendix 5).
Business market: Since 2007, Dove became a supplier of local big Hair Salon in Vietnam then
Dove was replaced by a bigger brand such as TRESemme or more Niche product from Korean.

3.2 Macro Environment

3.2.1 Politics
The Communist Party of Vietnam has been remaining in a stable policy environment. Vietnam
is also a safe country to run a business because terrorism and threats to personal security rarely happen.
Moreover, corporate income tax was reduced from 25% to 22% in January 2014 and then to 20% in
January 2016. (This number is still available now) (Khoa. D, 2019)
Vietnam has been accepted and joined the World Trade Organization (WTO) since November
11th, 2007. The government, for the reason, is more opened to integrate into international trade and
investment: participating in ASEAN Economic Community at the end of 2015; signing EU-Vietnam
free trade agreement which comes into effect in early 2018. (Khoa. D, 2019)
🡺 Impact: With the stable policy and peaceful environment, Unilever, as well as Dove, don’t
have to worry about war or terrorism which may risk their safety. The tax law could heavily affect the
financial resources of any company. However, Vietnam has reduced the income tax which means the
company (Unilever shampoo factory in Vietnam) can save more money than before. Finally, Vietnam
now gives foreign companies such as Unilever-Dove more chances of operating in this nation when
joining international organizations.

3.2.2 Economic

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 VIETNAM GDP GROWTH RATE
https://tradingeconomics.com/vietnam/gdp-growth-annual
The economic boom has helped many Vietnamese get rid of poverty. The official poverty rate
in the country decreasing from 58% in 1993 to 17.2% in 2012. Vietnam has been one of the fastest
economic growth in Asian in recent years, with  GDP growth averaging 6.5% annually between 2014
and 2016. (website tradingeconomics.com, 2016)
In 2019, the Asian Development Bank (ADB) reported the country is likely to reach GDP
growth of 6.9%. Many different types of foreign brands nonstop investing in Vietnam marketplace
such as The Body shop, Starbucks, Zara, H&M, and so on. However, the income of Vietnamese is still
lower than most nations in Asian such as Japan, Korea, China, Singapore, etc. (website
tradingeconomics.com, 20169)
🡺Impact: Vietnam is considered to have high potential in the business field due to its fast-
economic growth. Nevertheless, it will be a big challenge for Dove because the brand has to face many
competitors in this marketplace. In addition, the increase of GDP will lead to an increase in customer’s
demands.

3.2.3 Demographic
As Worldometers website’ s statistic, Vietnam has just over 97 million people. It can be seen as
an overpopulation country and a majority of them is in labor age. (Appendix 6) Furthermore, people
increasingly move into the developed city such as Ho Chi Minh and Hanoi. The UN forecast the urban
population increasing from 23% in 2013 to more than 50% by the early 2040s. (Demographic profile,
2015)
🡺Impact: With the steady rate of population, Dove will maintain a stable amount of consumer
through the years. Thus, because intensive repair shampoo aims at young and middle age female
customers, it is a benefit for Dove because Vietnam is the best marketplace where middle age people

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

accounts for the most. The company also can look for human resources due to the high population of
Vietnam.

3.2.4 Nature
According to international organizations, Vietnam ranked 17th in the world plastic waste
pollution with 13 tons of plastic waste released to the ocean every year. The Ministry of Natural
Resources and Environment (MONRE) estimated that about 80 tons of plastic waste are released in Ho
Chi Minh City and Hanoi combined. ( vietnamnews, 2019)
🡺Impact: Unilever (Dove’s company)  and Vietnam have participated in the project Zero Waste to
Nature which builds a sustainable business model for limiting the use of plastics in production as well
as reusing and recycling plastics.

3.2.5 Culture
In Vietnamese cultures, mothers still have a traditional mind that does not encourage their
children, especially daughter, to have styling hair. “Good girls” are considered to have long black hair
as the same as every woman in the past. With the opened-mind society, young people want to break the
old order for having styling hair but causing controversy between them and their parents. (Appendix 7)
🡺Impact: The campaign showed stories of three young girls have an outbreak hairstyle in their
mother thought. This campaign inspires mothers to dismiss prejudice of modern hairstyle and
understand their daughters.

3.2.6 Technology
Nowadays, Vietnamese businesses have strong demands in investing technology to generate a
product. In October 2018, 57% of businesses reported that they are speeding up investment in
technology, whereas others are remained as investing gradually or still in preparatory stages.
🡺Impact: Although Vietnam has started to invest technology in the manufacture, it is still far
behind other developed countries in Asian. Applying technology will be a big concern for the
company.

4 SWOT ANALYSIS
4.1 Strength
● The local company in Vietnam can get support in many different aspects like money or human
resource from parents company.
● The old structure has been replaced into a brand-new concept that a decision could be done
directly and more quickly. This structure offers fewer management layers but giving more ability for
different areas.
● Unilever has an efficiency of digital marketing strategies with a good slogan and advertising,
for example.
● Unilever’s fund could be saved for other departments ‘development after the cooperation with
Vinachem. It is also mean that they need to spend less money on earning the same profit.

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 ● With Dove target consumers( middle class), hair shampoo can be considered as a “demand”
more than “want”. Intensive repair Dove can meet the customers’ needs and also their budget. It can be
seen that X generation may a stable job in this age. They also young enough to use intensive repair
Dove or become loyal customers.
● An a long-term partnership with a delivery company, which has a host of transport types.
● With their fame through history in Vietnam, Dove has a chance to be allocated in various
places such as grocery, convenience store, supermarket, and mall as well as appear more in social
media. This gives a big hand to approach more customers.

4.2 Weakness
● Some technologies used in Unilever’s might not be able to apply in Vietnam, also the
technologies in Vietnam are still establishing. It can lead to damage Unilever’s honor in long-term
conditions
● The local Unilever in Vietnam, until now, cannot independently of parents company. If they
made an important decision, they still need to approach the leader from parents, which would take some
time.
● The company, in 2010, applied the USLP, this is good for their business image and long-term
development, yet in this first period, it would cost lots of time and money to rebuild the company’s
structure.
● Many high positions in Unilever Vietnam are held by foreigners, who know less about
Vietnamese culture and hard to have an omnipotent view of Vietnam social.
● According to 3.1.2. , while trying to be a partner with more environmentally-friendly
companies, the supplier list of the company is still not changing much. This cause the difference
between the strategies and the fact, which make the top manager hard to control all departments or
decide things slower.
● Their competitor may show that intensive repair Dove did not improve much every year.

4.3 Opportunities
● Since the Communist Party of Vietnam has been maintaining a stable policy environment,
Dove has a possibility for achievement in Viet Nam marketplace. Moreover, with the minimum risk of
war and terrorism, the company don’t have to deal with their safety issue.
● The reducing of tax help the company to save its finance since the amount of money they pay
for the tax is much smaller than before.
● The act of joining an international organization in the business field, the Vietnamese
government gives foreign brands such as Dove opportunity to join the marketplace.
● Vietnam is the most suitable marketplace for Dove because the county has a young population
structure which mainly targeted by the company.
● With the high population, Vietnam is the best supplier to provide human resources for the
company. Consequently, the company will have the potential to be a work-leading company.

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 ● Vietnamese has non-stopped moving to urban areas which are a dominant marketplace of
Dove.
● Dove frequently focuses on the social problem and launches many campaigns such as ‘Being
love’ Additionally, Unilever (Dove’s company) even joins the project named ‘Zero Waste to Nature’
for reducing and recycling plastic in Vietnam. In result, those strategies have given consumers a
positive perspective about the company.
● Unilever can take advantage of the development of technology and media to increase their
popular level.

4.4 Threats
● Dove will have to face many competitors as Vietnam is considered as a potential marketplace
with their fast economic growth.
● The income of Vietnamese is higher than previous, even they are in what types of class. In fact,
the customers, who always have higher demands and they, now, have more money, would move on the
better shampoo if intensive repair Dove could not offer a high-quality product. Thus, Dove could lose
their position if they do not improve.
● Investing technology in Vietnam for manufacture may cause many unpredictable consequences
since Vietnam just takes its first step in approaching technology investment.
● Dove also shares the potential market with herbal shampoos. Women in Viet Nam still like to
use soapberry or organic shampoos that do not contain chemicals which lead to damaged hair. So,
environmentally friendly shampoo products are preferred in comparison with normal shampoos.
● After the announcement of the Department of Health and Human Services( Appendix 1), Dove
should be produced in a careful project.
● While they have more chances to advertising in media is a strength and opportunity, they also
have more chances to lose customers with their scandal if they do not focus enough on improve their
business image as well as let their competitor hold more media power.

5 S.T.D.P
5.1 Segmentation

Geographic
Since the price of the product is quite reasonable for the middle class and above
thus the market environment for the rural market is different from the urban.
However, with the extreme weather in the rural of Vietnam such as the middle zone
Location and the busy working schedule of women, their hair may have many problems and
need to repair. For these reasons, the middle area in Vietnam is a good market for
Dove to target to the middle class with a quite soft price, compare to other areas.
(Uniliver_Vietnam, Marketline, 2017) vietnam (Appendix 1)

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 Demographic
Gender Female
Age X generation.
Part of the consumers are teenagers, therefore, they still depend on their parents’
economy
The other group of consumers is middle-aged class women thus they are highly
Income
educated and are independent on their income ranging from “ 5 million VND per
month and above “ as referred to the Vietnam average monthly wage table ( Trading
economic website, 2019)
Social
A, B, C class
Class
Psychographic
Dove mostly focuses on X generation women, who are independent and loves to
take care of their themselves like the new campaign (Appendix 5)
Lifestyle &
They also target young teenagers who are energetic, youthful, who want more
Personality freedom to express themselves through hairstyle as referred to Dove’s YouTube
commercial ( Dove Vietnam, 2019)
“Beauty includes all ages, body shapes and sizes messages was created by Dove
which aims at all women.” as referred to Brightkite (Brightkite, 2019)
Perception Dove also promotes the message “Cùng Dove tự do thả mình strong từng kiểu
tóc” It has changed the attitude of a normal looking woman that she can look equally
attractive. (Appendix 5)
Behavioral
From low to heavy usage – Women usually use the hair shampoo on an average
User rate about 2-3 times per week as referred to Dove Shampoo Marketing Plan ( Thomas. J,
2012)
According to the official website of Dove, Dove Intensive Repair shampoo helps
to ‘rehabilitate hair damage along with supplying nutrition” as referred to Dove.US
( Dove.US, 2019) to make hair to become smoother after repairing them.
Benefit The product also gives a pleasant fragrance that lasts for a long time and fulfills
sought the women’s demand as referred to as Dove Intense Repair Shampoo
( Sampleroom.ph, 2019)
Dove originated from Unilever, one of the giant multinational corporations thus
the brand is trustworthy.
Occasion Dove’s Intensive Repair shampoos are used daily, they also can be acquired
for gifts or on special events as referred to Gifts for Her (according to the Christmas
gift of DOVE video as a YouTube Campaign, 2018) and‘Dove - Là chính mình sẽ dễ

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 dàng hơn, khi ta có một người bên cạnh’ (Be yourself, yet not alone) -Appendix 7.
The loyalty Back in 2014, according to the Loyalty Report, Dove ranked in the first place
in the Consumer-packaged goods which satisfy the customer’s needs and known for
of the
also the successful advertisements as referred to Program Snapshot - Dove Insider
customer ( Loyalty. B, 2019)
Dove has operated numerous of social media and campaigns for their product,
typically: Dove Campaign for Real Beauty, Dove Movement for Self-Esteem… to
empowered women to stand up for what they want as referred to Anafore Pte.ltd
Media ( How Dove Empowered Real Women and Achieved Success in 80+ Countries,
usage 2015)
They also target different channels such as newspapers, TVs commercials, and
magazines to reach the consumers easier as referred to Dove Shampoo Marketing
Plan ( Thomas J, 2012)

5.2 Targeting
Dove’s niche marketing plan focuses on bringing this shampoo out to those women who
currently struggle with hair damage. Generally speaking, Dove is keen on delivering a product in a
specific group that is a niche. Then, they continuously break the group down into smaller ones, till it
can directly target the consumer and satisfy their needs. For example, Dove launched all high-quality
products along with their video on the Vietnamese Women’s Day “Cùng Dove tự do thả mình strong
từng kiểu tóc" (Appendix 5) which triggers the consumers’ minds of no matter what age you are, Dove
will help to reveal your beauty and boost up your confidence in fulfilling your life in every second.
Dove’s targeting strategy falls into demographic characteristics, especially presents in three
aspects: Age, Sex and Lifestyle. Generally speaking, Dove’s products currently stick with all young
Women, especially X generation, who want to escape the case of their life and do what they want.
e.
5.3 Differentiation
The Unilever offers both product and image differentiation.
● Product: It really stands out in the market whereas middle-age women are worried about
protecting their hair. To be more specific, this shampoo provides a variety of essential nutrients in its
formula that “repairing signs of surface damage, making your hair look and feel smoother and stronger
against breakage.” (Dove 2019) along with the special ingredient “Nutri-Keratin Repair Actives”.
Furthermore, Dove also maintains well the PH level along with the minimal chemical effects on your
hair in the long run.
● Image: When people mention about Dove’s accomplishment “Dầu gội Dove Ngăn rụng tóc đã
giành giải "Người đọc bình chọn nhiều nhất" strong giải Elle Beauty Award 2012. Hàng trăm ngàn phụ
nữ Việt Nam đã tin dùng và công nhận rằng Dove sữa tắm giúp dưỡng ẩm, who da mềm mịn tốt hơn cả
sữa.” (Unilever Vietnam, 2019), they graciously compliment that Dove’s shampoos would always be

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

their best choice. To prove this, Dove develops its brand by establishing the potential of the awe-
inspiring method via their logo “The yellow dove emblem symbolizes kindness, peace, love, and
purity. The color symbolizes optimism and well-being. The wordmark comes in dark blue to symbolize
excellence, determination, and high quality.” (1000 logo, 2019). Hence, Dove really knows how to
treat their customers effectively with all the kindness, high-quality products, and affordable prices.

5.4 Positioning
5.4.1 Positioning map
First map: Consumers are mainly focused on the scent of the product which suits everyone
differently, and the price (≈650 ml per bottle) that they can afford. (Using price and scent of a product
to evaluate the position of brands)

Price and scent comparison map

Second map: The products’ popularity and organicity are being acknowledged in recent year.
Consumers care about the brand name its quality in ingredients. ( Depending on sales and ingredients
the locate brands’ position )

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 Sales and ingredients comparison map

5.4.2 Value proposition

Dove’s current value proposition strategy is ‘More for Less’. The smallest bottle contains 170g
cost 41,000 and. Therefore, 100g will approximately cost 24,100 and. According to proportionality,
650g (worth 631 ml) bottle will cost roughly 156,000K, however, the retailed price is only 116,000 and

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

6 CONCLUSION
Dove is an international company which belongs to Unilever Group. So far, Dove has appeared
in nearly 100 countries and Vietnam is not an exception. One of the products that make Dove become
popular and successful in the hair care market is the intensive repair conditioner. Vietnamese hair
products market, Dove intensive repair conditioner has become the best-seller in terms of fixing
damaged hair. However, there are two potential competitive brands in the field of repairing damaged
hair which is L’Oréal, TRESemme and these brands have performed a durable development after years
operating in Vietnam. Therefore, Dove must maintain its performance in order to keep its first position
in Vietnamese hair market

7 APPENDIX

Appendix 1:
According to the detail from Vietnam Market Research in 2016, the below chart shows that
● Dove ranked second, middle of Vietnam, and ranked third in the north and south of Vietnam.
● It’s can be seen that in Vietnam Dove is one of the most popular hairs shampoo brands.
● Clear, Sunsilk and Pantene can be seen as a big competitor of Dove, especially Clear (when it
comes to the popular level).

The percentage of women’s popular shampoo

by regions in Vietnam in 2016
30%
26% 25%
25%
PERCENTAGE (100%)

20%
20% 17%
15% 16% 15% 16% 16%
15% 12% 13%
11% 11%
10% 8%
5%
5%

0%
North Middle South

THREE MAIN REGIONS IN VIETNAM

Dove Sunsilk Clear Pantense Head & Shoulders

Appendix 2: After the announcement of the U.S Department of Health and Human Services
about the amount of formaldehyde in some types of shampoo from Johnson & Johnson or L’Oreal is
too high and causes cancers to people (Bach & Nam 2009). It also leads to the stop of selling
shampoos from some large supermarkets such as Big- C, Coop mart or Martximart until the official

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

conclusions on product quality from Health agencies are passed (Bach & Nam 2009). This
announcement causes the negative awareness of Vietnamese customers on using shampoo. Dove, as
one of the largest shampoo productions in the world, is also affected negatively by it, yet this was not
very bad news, compared to the decrease of customers’ belief on L’oreal in these years. Until these
recent years, L’Oreal just came back with their organic shampoo and cosmetic products (5 promise of
L’oreal in the official page)

Appendix 3:
● Clear is also a branch of Unilever Group, which helps in the scalp problems. The new version
of Clear could be used by both men and women. This version is considered a Dove’s competitor
because it offers consumers a giving-nutrition choice of shampoo and the company could earn profit
from it. (total revenue of Clear Vietnam in Binh Duong province: $42,069,280) (EBSCO host, 2019)
● Pantene has various products, which are advanced care (according to Pantene official website).
This includes anti-breakage, aqua light, beautiful lengths, classic clean, curl perfection, daily moisture
renewal, damage detox, everlasting ends, and also heat shield. For these benefits, Pantene is the most
direct competitor of Intensive repair Dove.
● The hair care products of Sunsilk are simple and helps to keep the hair strong and well-
groomed. Furthermore, some type of Sunsilk, in these years, produced for hair repairing with nature
and traditional herbal like soapberry. This new hair shampoo not only repairs broken hair but also
protect hair from UV. Thus, due to their products’ purpose, Sunsilk can be seen as one of the top Dove
competitors.
Appendix 5:
campaign video: “Cùng Dove tự do thả mình strong từng kiểu tóc” (Own a hairstyle that you
like)
Song: “Giữ Cho em một thế giới” (Keep for me a little world)
Singer: Trang
Resource: office DOVE YouTube channel
Link: https://www.youtube.com/watch?v=Y3mv2eP2KWg
Public date: 07/03/2019 (near Women’s day)

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 The clip shows that:
Intensive repair Dove is for every female (There are girls with a variety of ages and
characteristic was appeared in the video. They tend to change themselves from a traditional lifestyle
into something new, interesting, and even weird, yet girls still like them.) Dove also make them happy.
Whatever your hairstyle and color, Dove can help the customers repair their hair

Appendix 6:
The Economist Intelligence Unit forecasts that Vietnam’s population will continue to grow at a
steady rate of around 1% a year in 2015-2019. Middle age people account for the highest percentage of
the population, which provide a large human resource for the business field. Vietnam is ranked 15th in
the world’s population and rural area accounts for the highest number of citizens. (Demographic
profile, 2015)

Vietnamese Population Pyramid in 2016

https://www.indexmundi.com/vietnam/age_structure.html

Appendix 7:
campaign video: “Là chính mình sẽ dễ dàng hơn, khi ta có một người bên cạnh” (Be yourself,
yet not alone)
Resource: office DOVE Vietnam YouTube channel
Link: https://www.youtube.com/watch?v=RJccJVCZyV8

UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

 Summary: the video is about the fact that Vietnamese girls cannot run their own life because of
their mothers and families. Thus, these girls, with new hairstyle, is given a chance to be the difference
with the one, who is close with them.
⇨ Intensive Repair Dove is not only repaired the girls’ hair but also their soul.

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UNILEVER – INTENSIVE REPAIR DOVE - RANGERS

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UNILEVER – INTENSIVE REPAIR DOVE - RANGERS