Tiểu luận về kế hoạch marketing cho dịch vụ Unicare của Unilever

Khám phá tiểu luận về kế hoạch marketing cho dịch vụ của Unicare, một startup của Unilever, với các chiến lược hiệu quả và sáng tạo.

• Tác giả: Lê Đình Phương Khanh
• Người hướng dẫn: Mr. Đặng Huỳnh Phương
• Trường học: University of Finance – Marketing
• Chuyên ngành: Services Marketing
• Đề tài: Kế hoạch marketing cho dịch vụ của Unicare - Khởi nghiệp từ Unilever
• Loại tài liệu: Final Exam Assignment
• Năm xuất bản: 2022
• Địa điểm: Ho Chi Minh City

Tóm tắt

I. Giới thiệu

Kế hoạch marketing cho dịch vụ của Unicare khởi nghiệp từ Unilever nhằm khai thác tiềm năng của một thị trường dịch vụ mới. Dịch vụ Salon và Spa của Unicare không chỉ mang lại trải nghiệm chăm sóc sắc đẹp mà còn kết hợp các sản phẩm từ hệ sinh thái của Unilever. Với sứ mệnh 'Thêm sức sống cho cuộc sống', Unicare hướng đến việc nâng cao giá trị bản thân cho khách hàng. Đối tượng mục tiêu là những người yêu bản thân và có nhu cầu chăm sóc sắc đẹp. Việc nắm bắt cơ hội từ sự thay đổi trong tiêu chuẩn sống xã hội là một phần quan trọng trong kế hoạch này.

II. Phân tích tình hình thị trường và đối thủ cạnh tranh

Phân tích môi trường vĩ mô và vi mô cho thấy Unicare đang hoạt động trong một thị trường đầy tiềm năng với nhiều đối thủ cạnh tranh. Việc phân tích SWOT giúp xác định điểm mạnh, điểm yếu, cơ hội và thách thức mà Unicare phải đối mặt. Thị trường chăm sóc sắc đẹp đang phát triển nhanh chóng, với nhu cầu ngày càng tăng từ khách hàng. Đối thủ cạnh tranh chủ yếu là các thương hiệu lớn trong ngành, tuy nhiên, Unicare có lợi thế từ sự hỗ trợ của Unilever và các sản phẩm chất lượng cao. Việc hiểu rõ về đối thủ và thị trường sẽ giúp Unicare xây dựng chiến lược marketing hiệu quả.

III. Phân tích khách hàng mục tiêu và chiến lược định vị

Unicare áp dụng chiến lược marketing tập trung, nhắm đến nhóm khách hàng chính là phụ nữ từ 25 đến 40 tuổi, sống tại các thành phố lớn. Nhóm khách hàng này có thu nhập ổn định và nhu cầu cao về dịch vụ chăm sóc sắc đẹp. Định vị thương hiệu của Unicare là một địa chỉ làm đẹp hiện đại, cung cấp dịch vụ chất lượng cao và trải nghiệm khách hàng tốt nhất. Unicare không chỉ cung cấp dịch vụ mà còn tạo ra giá trị cho khách hàng thông qua các sản phẩm từ Unilever. Việc xây dựng hình ảnh thương hiệu bền vững và đáng tin cậy là một phần quan trọng trong chiến lược marketing.

IV. Chiến lược marketing mix 7Ps

Chiến lược marketing mix của Unicare bao gồm sản phẩm, giá cả, phân phối, khuyến mãi, con người, bằng chứng vật lý và quy trình. Sản phẩm chính là các dịch vụ chăm sóc sắc đẹp kết hợp với sản phẩm từ Unilever. Giá cả được xác định theo chiến lược giá gói, giúp khách hàng dễ dàng lựa chọn dịch vụ phù hợp. Unicare sử dụng nhiều kênh phân phối, bao gồm cả trực tuyến và ngoại tuyến, để tiếp cận khách hàng. Các hoạt động quảng bá như truyền thông xã hội, email marketing và quảng cáo trực tuyến sẽ giúp tăng cường nhận thức về thương hiệu. Đội ngũ nhân viên được đào tạo bài bản để đảm bảo chất lượng dịch vụ và sự hài lòng của khách hàng.

Trích đoạn nội dung tài liệu

MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING -------- � -------- FINAL EXAM ASSIGNMENT SECOND SEMESTER, 2022 SERVICES MARKETING Class code: 2121702052701 MARKETING PLAN FOR SERVICES OF UNICARE STARTUP BY UNILEVER Instructor: Mr. Dang Huynh Phuong Ho Chi Minh City – 5, 2022 0 0 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING -------- � -------- FINAL EXAM ASSIGNMENT SECOND SEMESTER, 2022 SERVICES MARKETING Class code: 2121702052701 MARKETING PLAN FOR SERVICES OF UNICARE STARTUP BY UNILEVER Instructor: Mr. Dang Huynh Phuong Student name: Le Dinh Phuong Khanh – 2101001520 Luong Ai Lien – 2021000052 Vo Dao Phuong Mai – 2021001711 Nguyen Nhu Ngoc – 2021001576 Lam Gia Phu – 2021000082 0 0 Ho Chi Minh City – 5, 2022 0 0 TABLE OF CONTENTS SECTION 1: INTRODUCTION. 1 SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS.6 SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY.11 SECTION 4: MARKETING MIX STRATEGIES (7PS).

A i 0 0 APPENDIX 1: PROMOTION TIMELINE. G ii 0 0 IMAGE LIST Image 1.1 - Unilever’s brands in Viet Nam – Source: Unilever.2 - Illustration of Space – Source: Shereen ashraf.3 - Facial treatment – Source: Shutter Stock.34 TABLE LIST Table 2.2 - Price of Hair service.3 - Price of Makeup service.4 - Price of Facial service.5 - Price of Body service.6 - Price of Comprehensive treatment package.25 iii 0 0 LIST OF ABBREVIATIONS Acronym Definition STP Segmentation – Targeting – Positioning GDP Gross Domestic Product COVID – 19 Coronavirus disease 2019 USD United States Dollar VND Viet Nam Dong JSC Joint Stock Company TVC Television Commercials PR Public Relations KOL Key Opinion Leader IFO IELTS Face-off SEO Search Engine Optimization SMS Marketing Short Message Service Marketing F Facial H Hair B Body M Makeup iv 0 0 SECTION 1: INTRODUCTION Image 1.1- Logo UniCare Category: Beauty & Personal care. Service: Salon & Spa. Realizing Unilever's potential in the face of a new service market, we bring a Salon and Spa service with a wide range of products from Unilever’s ecosystem through this project.

Unilever has also been considered a giant in the beauty & personal care industry with a series of well-known products in the market and a history of nearly 100 years. Following the vision “To make sustainable living commonplace” and the mission “To add vitality to life” of Unilever, this service brings new energy to the life of those who are willing to experience, who love themselves, and want to have the honor of personal worth. We target specific customers, taking advantage of opportunities by changing social living standards to improve. 1 0 0 SECTION 2: SITUATION, MARKET & COMPETITOR ANALYSIS 2.

Macro Environment Table 2. Micro Environment Table 2. MARKET ANALYSIS Table 2. COMPETITORS ANALYSIS Table 2.4 – Competitors Analysis 6 0 0 7 0 0 8 0 0 SECTION 3: TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 3.

TARGET CUSTOMER UniCare chooses to use a concentrated marketing strategy; instead of developing many different segments simultaneously, our businesses focus on investing their strategies in one customer segment so that they can optimize profits from the beginning with a small scale first. By realizing that, the majority of people who regularly use salon & spa 11 0 0 services are mostly people living in urban areas; aged between 25 - 40 years old; are mainly female and have stable middle to high incomes; being the main object and making up the majority of society; their job is usually an office worker, civil servant, photo model, etc. They have a modern and health-focused lifestyle. Due to their busy work, they are often exposed to sunlight, light from electronic devices, makeup, or prolonged stress, so this subject needs a lot of beauty care and relaxation-related needs.

Understanding this, UniCare focuses on customers in the 2nd segment to provide customers with the most complete and excellent service. POSITIONING UniCare is a comprehensive and modern beauty address that will be present in 3 major cities of Hanoi, Ho Chi Minh City, and Da Nang. UniCare combines products from leading brands in Unilever's ecosystem. Distilling the quintessence of the most modern beauty methods in developed countries and constantly updating new trends, we create and develop each treatment in a way that is suitable for each customer- honoring the beauty of each individual and the perceived value of customers after each service experience at UniCare.2 - Positioning map UniCare positions itself as a brand that appreciates sustainable beauty standards by building customer confidence every time they come to Unicare and ensuring superior service quality compared to competitors in the market.

We are always committed to bringing customers real experiences and value to awaken the beauty in each person. UniCare is different from other brands in that it focuses on the total customer experience: not trying to be better, but always trying to perfect the requirements of our customers. UniCare will quickly gain market share and cover customers' minds soon. 13 0 0 SECTION 4: MARKETING MIX STRATEGIES (7Ps) 4.6 - UniCare' Service ê Core product: Health, beauty, massage, hair salon, makeup services combined with products manufactured by Unilever: Dove, TRESemmé, POND’S, Sunsilk, Lipton, CLEAR and HAZELINE.3 - Unilever’s brands in Viet Nam – Source: Unilever ê Supplementary: u Information: Provide information about the procedures performed at UniCare: products from which brand, procedure’s time, etc., accompanied by prices and promotions that take place on holidays of the year.

Besides, it is also popular how to accumulate points to redeem gifts, or become a loyal customer of UniCare, with privileges, promotions, and priorities. Customers can receive information through the website, fanpage, or hotline to get advice from customer care staff. u Order-taking:  Application: - Design the website or mobile app for users to easily access and learn about UniCare before deciding to go directly. On the website and mobile app, we have provided the phone number of the customer care department and the mailbox so that the customer can get the information as well as receive the response as quickly as possible.

15 0 0 - Member customers can go to the website to check information, accumulated points, or coupons that have been given gifts on occasions such as birthdays or on the amount spent on services at UniCare.  Order Entry: - Customers can learn about the service on-site when they come to the Spa and proceed to enjoy the service immediately. - Besides, customers can also choose to consult online by contacting via email, phone customer consultation, or via message on fanpage. After choosing a suitable service package, UniCare will proceed to help them with the booking procedure.

 Reservation and Checking: - Arrange seating and waiting room to wait for customer’s turn to experience the service. - Equipped with a small play area for children. u Billing: Customers can obtain information about the procedures performed through the information provided on the App or website. UniCare is ready to publicize prices as well as carry out promotions on major holidays for women to beautify together.

In addition, service costs are also carefully consulted for customers to consult directly at the customer care counter at the beauty establishment. Customers can also book schedules and choose combos through the customer care call center. u Payment: Customers are supported to make payments by various methods. In addition to the traditional cash method, UniCare supports payment by credit card, E-Banking, or current code-scanning money transfer applications such as Momo, ShopeePay, ZaloPay, and VNPay to receive promotions from this intermediate application.

16 0 0 u Consultation: UniCare's Call center operates from 6:00 am to 11:00 pm, always receiving inquiries and ready to advise customers on UniCare's services and processes. u Hospitality: Employees are well trained, have the right attitude, and most importantly respect customers. UniCare provides a survey after customers experience the service and open our mailbox to receive feedback on staff attitudes as well as service shortcomings. The waiting room is arranged with comfortable seats, serving a welcome drink with Lipton tea, cakes, WALL'S, and Cornetto ice cream from the brands of Unilever.

u Safekeeping: Customers can be assured of the quality of service at UniCare, with a series of awards as well as a long history, Unilever owns products that are certified to be safe for human health, committed not only to not harming users' health but also to bring good care effects. In addition, UniCare selects experts and highly-skilled employees who are well trained and practiced before delivering them directly to customers. PLACE u Offline distribution channel: Distributing services at three branches in 3 regions (North - Central - South): Hanoi, Da Nang, and Ho Chi Minh City. Starting to open to serve customers from 9:00 am and closing at 8:00 pm every day (including Saturday & Sunday).

u Online distribution channel:  UniCare’s website: https://unicare.vn)  Cooperation with e-commerce: Distributing service packages on e- commerce websites: Lazada, Shopee, Tiki, etc. 17 0 0  UniCare's fanpage on social networking platforms: Facebook, Instagram, Tiktok, etc.  Call center to support booking consultation - Hotline: [phone]  Email: [e-mail] Time to receive an appointment booking from guests from 9:00 am to 5:30 pm. Only Saturday & Sunday do not accept reservations.

PRICE Use the Bundle Pricing strategy, with different service packages will have different pricing. With a variety of specific service packages, customers can choose the most suitable service package with the highest satisfaction.7 - Price of Hair service 18 0 0 Table 4.8 - Price of Makeup service Table 4.9 - Price of Facial service 19 0 0 Table 4.10 - Price of Body service 20 0 0 Table 4.11 - Price of Comprehensive treatment package 4. PROMOTION u Media Campaign - Awaken Sustainable Beauty: The need for beauty and health care has always been a matter of concern for people. Especially now, we are exposed to harmful factors from the environment such as UV rays, blue light, and food sources or the air we breathe.

Those factors that make the skin aging rapidly have become a psychological ghost of each person, they pay a lot of money for cosmetics and lipstick just to cover up external defects. But that still does not satisfy the real need, they need sustainable beauty with time. More than that, it is the callousness of the soul due to pressure, they need a complete treatment from the inside out from the soul to the body to regenerate energy after a long time of hard work. Understanding that, we launch a communication campaign with a key message “Awaken Sustainable Beauty”.

21 0 0 u Communication objectives: As a startup brand in the market, increasing brand awareness is always a top priority. Therefore, the goal of this media campaign is awareness - to create a positive perception of consumers about the brand. u Communication tool: ê Advertising: Create 4 short TVCs on important occasions of the year (14/02, 08/03, 02/09 and 20/10) to hit consumers' emotions:  Changing to Wake Up Message: “Awaken the positive energy of youth, renew yourself to enjoy an exciting holiday.” Create a music TVC short with interesting and unique ways to enjoy the holidays with their other half.  The Return of Youth Message: “Let's spend this special holiday bringing youth back to your mother, wife, and girlfriend - special women who have been with you through many hardships with complete regenerative care treatments, healing the damage from the inside of her soul to her delicate skin.

” Build a short TVC honoring the sacrifice of women.  Enhancing Vietnamese beauty Appreciating the pure beauty of Vietnamese people, Unicare always distilled the best beauty methods from around the world to provide international quality services to Vietnamese people.  Awaken Sustainable Beauty 22 0 0 Bringing in the mission of taking care of Vietnamese beauty, the short TVC is about true and sustainable beauty with treatments from the inside out while highlighting UniCare's mission of taking care of Vietnamese beauty to strengthen consumer confidence.