Dove leave-on hair care products in Vietnam are not performing well. While the personal care market in Vietnam is growing steadily, Dove's leave-on products are not widely distributed in stores and consumers lack awareness of them. Dove needs to better understand Vietnamese consumers' hair care needs and match its products to those needs. The document recommends increasing distribution of leave-on products, developing a new line focused on oil control, lowering prices, improving brand positioning to focus on specialized products, and conducting educational campaigns to build awareness of leave-on hair care benefits.

1. DOVE LEAVE-ON HAIR CARE
REVIEW
Period Q1 2015
1
Le Khanh An
Branding & Communication AiiM

2. Let us show you how this fun facts make a miracle to
2
● Vietnamese consumers are optimistic, confident about the stability of their
incomes, the more they confident the more likely they are to they will likely tend
to make purchases. But now Vietnamese is prefer to save money than purchase
something.
● Transform from 3-generations family to 2-generation family → Individualism.
● 57% population in VN is youth from 18 – 32 years old.
● Urbanization spreads at high speed.
FUN FACTS

3. State of
The
Market
3
Match
The
Needs
How to
Touch
Points
 Consumer Confidence
Index (CCI)
 Personal care |Hair
care outlook
 Shoppers matters
towards leave-on
products
 Dove & competitors
performance
 Price
 Distribution channels
 Television
 Online
 Mobile
Conclusion
& Recommendation
Does Dove leave-on
perform well?
Should we continue invest
in leave-on hair care?

4. Vietnam at a glance
4
State of
The
Market

5. Personal Care grows stably in Vietnam
Vietnamese CCI remains high score from 2010
(they are confident about the stability of their
incomes) but they tends to putting into savings.
 They do not believe in
Though FMCG is slowing down in Vietnam mainly
because of increasing saving money, Personal Care
seems not be effected by this down trend.
5Source: Grocery Report in Vietnam, 2013, Nielsen - Link
Consumer Spending & Saving Strategies, Q2/2013 FMCG sub-cat sales volume & growth rate

6. Potential Growth for Personal Care in Vietnam
6
Global Beauty & Personal Care Value Market Size, 2014
2%
5%
-3%
5%
-5%3%
3.6%
= $US 10 billions
decrease in value growth increase in value growth
0%
5%
10%
15%
20%
0
20
40
60
Japan
China
SouthKorea
India
Thailand
Taiwan
Indonesia
Phillippines
Malaysia
HongKong
Singapore
Vietnam
US$billion
Value Sales Value Growth Rate
Breakdown into Asia Pacific countries
Source: Global hair care category research in 2014, Euromonitor International - Link

7. Among personal care, there are a Potential Growth
for Hair Treatments and Styling in Vietnam
 Potential Growth for Hair Care Products in
ASEAN.
 Vietnam is following USA, UK, Japan, Korea, … market,
which gains high growth rate of leave-on (Hair
treatments & Hair Styling). While they has likely not
gone unnoticed in Vietnam in 2014.
 Less competitor & undiscovered market are 2 key points
for Dove to entry to.
7
FMCG Performance by Category in ASEAN, 2013 Hair Care Porfolio country breakdown, 2014
Source: Mintel Explores Hair Care Trends at in-cosmetics Asia, 2014– Link
& The Fifty by Mintel ebook, 2015

8. Save sunk cost & utilize existing resources
8
Global Unilever is investing in different product categories in Vietnam - Use
existing distribution channels

9. Life style changes and LSM change, demands change
Problems Vietnamese women are facing
 3 generations → 2 generations →
have more time & wealth to take care
themselves.
 High speed of urbanization &
globalization  both men & women
have to go to work to make a living.
Potential content angles
 The need to improve appearance everyday
 Lack of time for daily hair treatment
 Hair fall, dry, oily hair & breakage are top hair
worries
9
CONCLUSION We predict leave-on hair care products are the potential
portfolios that will thrive in one or two years.
Source: Hair Care Category Overview Q2/2014, Buzzmetrics - Link

10. Match
The
Needs
Existing Dove leave-on products
VS. Customer matters
10STYLE + CARETREATMENT TREATMENT
Global Vietnam

11. Market share & Share of voice of Dove vs. key
competitors
11
We do not have leave-on market share
(sales volume, value) but our group
predict that Dove leave-on sales is not
good as:
 No display in Unilever distribution
channels (store, supermarket,
hypermarket) recently.
 No recommended by expert in hair
salon.
 No activity interacts to potential
customers on social media channels.
 Sales team and CMS do not know
leave-on product price, distribution.

12. What did Dove and key competitors do?
12
Strategic
approach
Help woman gain real
beauty via using normal
woman ambassadors.
To be a partner &
inspired source for girl to
find their own fate.
(none) Well-decorated outlet,
adding sampling packs
regularly & “hallyu” style.
Claim Customers seem to vague
to Dove claim.
Customers believe in
“damage repair”
functional attribute
Unique fragrance Customers seem believe
in natural ingredient &
natural make-up
Target
customer
18-45 years old middle-
class & high educated
female loves natural
beauty.
18 – 27 years old middle-
class female loves to find
their own fate.
25 – 40 years old
middle and premium
class office female, who
is elegant, needs a
product keep long
lasting fragrance.
15 – 25 years old middle-
class but willing-to-pay-
more-money young girl,
who loves discover &
shape their appearance
day by day.
Price
strategy
Middle Middle Premium Upper-middle
Distributio
n strategy
Retail store,
supermarket,
hypermarket & grocery
store.
Middle class hair salon,
retail store, supermarket,
hypermarket.
Premium class hair
salon, retail store,
hypermarket.
Outlet
Portable goods store

13. Product Description
13
Name Damage Therapy Intensive
Repair Overnight Treatment
Nutritive Therapy Nourishing Oil
Care Nutri-oil Serum
Hair Therapy Hair Fall Rescue
Intensive Roots Treatment
Price 120ml/ VND 340,000 40ml/ VND 340,000 7 Roots Powershot/7ml VND 580,000
Function Replenish protein & Restore
strength
Restore smoothness, softness,
and shine
Strengthen hair at the root & reduce hair
fall in 2 weeks

14. Pantene leave-on products
14
Name Intensive Damage
Repair Oil
All day Hair Fall
Protect Essence
Hair Strength Tonic All Day Smooth
Miracle Water
Natural Shine Booster
Essence
Price 30ml/ VND 100ml/ VND 95ml/ VND 100ml/ 95.000VND 100ml/ VND
Function Protect from frizz
and breakage, repair
damage
Protect against hair fall,
smoothen & nourish
Nourish & prevent
hair fall
Smoothen & moisturize Revitalize weak hair, add
shine and smooth

15. Double Rich leave-on products
15
Name Balancing
water -
Revitalize
Balancing
water -
Nutri Care
Hair repair Gel Soft Hold Gel hard hold Mousse Soft
Hold
Hair Spray
Price 120ml/
250ml/
68,000 VND
120ml/
250ml/72.000
VND
250ml/ 63.000
VND
120ml/ 36.000
VND
250ml/ 59,000
VND
120ml/ 36.000
VND
250 ml/ 59,000
VND
50ml/ 30.000 VND
150 ml/ 50.000
VND
50ml/ 25.000 VND
170ml/58.000 VND
Function Repair dry,
damaged
dyed hair,
scent
Prevent
hydration
and
nourishing
limp and
lackluster
hair
Repair, nourishing create hairstyle creates hairstyle Create hairstyle,
nourishing
Create hairstyle,
nourishing

16. The Face Shop leave-on products
16
Name Jewel Therapy Deep
Moist Hair Essence
Jewel Therapy Aqua
Fresh Hair Essence
Jewel Therapy Damage Care
Hair Oil Serum
Price 120ml/ VND 200,000 120ml/ VND 200,000 80ml/ VND 230,000
Function Add shine, moisturize &
nourish
Moisturize dry hair Moisturize & repair damaged
hair

17. SWOT Analysis
17
STRENGTH WEAKNESS
OPPORTUNITY THREAT
 International brand recognition
 Good quality products: Dove has
been well-known as a therapy
for hair.
 Use regular women rather than
celebrities
 No consistency in product
message.
 Belated or no feedback.
 Leave-on hair care products are
not widely distributed
 Lack of information on Dove’s
information portals.
 Higher price product in total
items list for shopping budget.
 Intense Competition from other
brands
 Herbal and Traditional Method
of Hair Care
 Growing market opportunities
 Vietnam has a huge young
population (15 - 24)
 There are many hair problems
that many competitors have not
met customer needs

18. Recommendation
18
Touch
the
Points

19. Recommendations
19
Keep these 3 products and change the price
If further distribution in the channel as Dove shampoo, Dove conditioner, leave-on line should also
have an appropriate price for shopper budget. while they arrive supermarket distribution channels to
buy many items at once.
Create a new line of products
Currently, issues of oil due to the humid weather hair in Vietnam is concerned (ranked No. 3 in the
concerns about the hair but only carry-on products have been trusted infected price), if Dove can
actually make a good product special with reasonable price, there is a chance for Dove to improve it
reputation and market share.

20. Recommendation
20
Re-positioning brand image
 Nowadays, besides environment factor is being polluted, consumer is paying attention to personal
care, especially young people, 42% usually think they are not protected (Source: Vinasearch) there
should be a product specialized in a problem to protect themselves not a all-in-one product.
 Public relation is not consistent, it’s still greedy when it focus not only on TVC (expert in hair care)
but also on the internet (expert in hair repair), packaging is hard to differentiate between product
line, hence consumers do not trust in the brand.
 Dove can still run these 2 contents, as long as there is a specialized product which is easily
recognized in packaging, label, brand recognition system.
Create series Online Tutorial On Hair Care, leave-on & Sponsor
Gameshows/TV Series
68% of Vietnamese people make decisions on purchasing FMCG based on TV ads

21. Recommendation
21
Re-educate Vietnamese consumers via:
Expand target market to rural areas
In rural areas, Dove is the most favorite brand and has the highest sales
Vietnamese consumers are willing to spend money on trying new FMCG products of a brand they have
used → Include samples or sell combos of shampoo, conditioner and leave-on.
Focus on Convenient Grocery Stores
According to Nielsen Research, Convenient store is now covering the big cities & spreading urban in
Vietnam => Increase budget for POSM
Leverage affordable hair salon for the use of leave-on becomes habit.
The potential customers often go to affordable to taking care of their hairs. The discount program, the
commission makes them willing to introduce Dove products than other products.
Should promote the training of barber to use leave-on products properly, suggest they guide customers the
use of leave-on product is easily, not wasting time and gradually feel familiar with the leave-on products.

22. Recommendation
22
Build strong real-time logistics system for CSM, especially CSM on social
media which one of the most interactive channels.
Pay more attention on integrated marketing on mobile & social media platforms.

23.  Real Beauty Campaign
23
Education Campaign & Community Involvement
Impacts:
 Change social perception about women’s beauty (i.e real beauty), increase self-esteem and self-confidence
 Their video ad reached 114 million views
 To target consumer (people who love simple life value, not exaggerated) they saw their daily image in
family concern, personal health care but after using Dove they felt life is pink, live a happy life, hence life
is more beautiful when they use Dove products.

24. Appendix
24

25. 25

26. Thank you.
26