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    Marketing Proposal Study 1 SMA

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    Dat Tran Tuan
    Colgate has experienced decreasing market share and revenue in Vietnam despite the oral care market showing great potential. Colgate now holds a minor 25% market share compared to Unilever's 65% share. The document proposes researching purchase satisfaction, repurchase intention, and recommendations regarding toothpaste choice to understand customer behavior and how to increase Colgate's market share and profits in Vietnam. A research design and fieldwork will be conducted to address the defined problems of declining market share and profits.

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    Marketing Proposal Study 1 SMA

    Uploaded by

    Dat Tran Tuan
    24 views3 pages
    Colgate has experienced decreasing market share and revenue in Vietnam despite the oral care market showing great potential. Colgate now holds a minor 25% market share compared to Unilever's 65% share. The document proposes researching purchase satisfaction, repurchase intention, and recommendations regarding toothpaste choice to understand customer behavior and how to increase Colgate's market share and profits in Vietnam. A research design and fieldwork will be conducted to address the defined problems of declining market share and profits.

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    Marketing-Proposal-Study-1-SMA

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    Marketing-Proposal-Study-1-SMA

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    Colgate has experienced decreasing market share and revenue in Vietnam despite the oral care market showing great potential. Colgate now holds a minor 25% market share compared to Unilever's 65% share. The document proposes researching purchase satisfaction, repurchase intention, and recommendations regarding toothpaste choice to understand customer behavior and how to increase Colgate's market share and profits in Vietnam. A research design and fieldwork will be conducted to address the defined problems of declining market share and profits.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    24 views3 pages

    Marketing Proposal Study 1 SMA

    Uploaded by

    Dat Tran Tuan
    Colgate has experienced decreasing market share and revenue in Vietnam despite the oral care market showing great potential. Colgate now holds a minor 25% market share compared to Unilever's 65% share. The document proposes researching purchase satisfaction, repurchase intention, and recommendations regarding toothpaste choice to understand customer behavior and how to increase Colgate's market share and profits in Vietnam. A research design and fieldwork will be conducted to address the defined problems of declining market share and profits.

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    © All Rights Reserved
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    You are on page 1of 3

    1.

    Executive summary (Đức)

    2. Background (Khải+Hạnh)

    2.1. Company background

    2.2. Market background

    3. Problem definitions (Hào)

    During the operating time in Vietnam, Colgate has encountered several issues that

    originally come from either internal or external factors. However, the group research may prefer

    having a deep analysis on the brand’s market share which is having a tendency to reduce

    significantly to occupy the minor proportion.

    3.1. Manager problems

    According to the report from Euromonitor International on Oral Care in Vietnam (2021),

    the market in Vietnam in such a field shows great potential to be one of ten countries having the

    most values globally. As a graph showed in Statista (2021), the production volume of toothpaste

    in Vietnam in the 2010s saw the significant increase and surged the climax in 2018 before

    experiencing a small drop in the next two years.

    Despite this bright future in the market share, Colgate, otherwise, experienced a

    consecutive decrease in revenue along with the market share. While the fame of Colgate
    dominated in the global market with nearly half the share (45%) in 2020, Colgate still struggled

    with the minor occupation with quarter the market, in comparison to 65% from Unilever (Tran,

    2021). Furthermore, the brand also suffered from the loss after tax in three consecutive years

    from 2015 to 2017 (Tran, 2019).

    Therefore, the priority of Colgate should be increasing the market share, thus increase the

    profits and minimize the risk of being bankrupt.

    3.2. Marketing problems

    In order to meet the target in the short run and long run, the brand needs to understand

    how customers will behave under alternatives. Thanks to this pattern, Colgate could have

    accurate decisions in further attempts and get the missions. Therefore, it is necessary for the

    group research to study on the Purchase Satisfaction, Repurchase Intention and

    Recommendation according Toothpaste Choice Standard. After this, the researchers can find

    out whether any changes in any criteria will affect on purchasing decisions of buyers.

    4. Approach the problem (Thảo+Long+Châu)

    5. Research design (Như+Trà)

    6. Fieldwork (Đức)
    7. Reference

    Oral Care in Vietnam | Market Research Report | Euromonitor. (2021). Retrieved from

    www.euromonitor.com website: https://www.euromonitor.com/oral-care-in-vietnam/report

    Tran, A. (2019). Hãng kem đánh răng Colagate lỗ 253 tỷ đồng tại Việt Nam | TheLEADER.

    Retrieved from theleader.vn website: https://theleader.vn/hang-kem-danh-rang-colagate-

    lo-253-ty-dong-tai-viet-nam-1547097366513.htm

    Tran, D. (2021, April 26). Tổng Quan Thị Trường Kem Đánh Răng Tại Việt Nam, Thị Trường

    Kem Đánh Răng: 90 Bóp 10 - Tranminhdung.vn. Retrieved January 28, 2022, from

    https://tranminhdung.vn/tong-quan-thi-truong-kem-danh-rang-tai-viet-nam/

    Vietnam: toothpaste production volume 2020. (2021). Retrieved from Statista website:

    https://www.statista.com/statistics/1115390/vietnam-toothpaste-production-volume/

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