NATIONAL ECONOMICS UNIVERSITY

ENGLISH FOR MARKETING

_Marketing Plan_

Sunlight
Mềm Dịu Cho Da
MEMBERS STUDENT ID
Vo Thi An Thai 11225737
Do Thi Huong Quynh 11225515
Tran Khanh Thao Vy 11227018
Vu Pham Ngoc Duy 11221688
Cao Khanh Linh 11223342
Le Minh Quan 11225361

MARKETING MANAGEMENT 64B

LECTURER: TRAN VIET AN
 TABLE OF CONTENTS

EXECUTIVE SUMMARY 01

COMPANY INTRODUCTION 02

MARKETING ENVIRONMENT MARKETING ENVIRONMENT

MACRO ENVIRONMENT 03
MICRO ENVIRONMENT 05

STP STP
SEGMENTATION 07
TARGETING 08
POSITIONING 09

4PS OF SUNLIGHT 10

SWOT 12

MAIN ISSUE 13

MARKETING OBJECTIVE 14

TARGET AUDIENCE 15

MARKETING STRATEGIES 16

GANTT CHART 22

RESEARCH ALLOCATION 25

BUDGETTING 26

RISK MANAGEMENT 28
 EXECUTIVE SUMMARY

Sunlight is one of the 10 most famous brands of Unilever in Vietnam.

This report will mention about Sunlight dish washing liquid - one of the most
well-known dishwashing liquid in Vietnam market, it stands as a trusted and
affordable choice for effective grease-cutting and sparkling clean dishes.
Sunlight is a leading dishwashing liquid brand that provides high-quality
products at a reasonable price. Sunlight has a wide range of fragrances, all
types of products also have Vitamin E which can protect the skin of
consumers.

This report aims to provide information about Sunlight's marketing strategies

to understand how they achieve success in the competitive dishwashing liquid
industry. We begin with a brief introduction, followed by an analysis of both
the micro and macro environments that influence Sunlight's marketing efforts.
Next, the report examines Sunlight’s evaluation of Sunlight's marketing,
including a comprehensive SWOT analysis that assesses the brand's
strengths, weaknesses, opportunities, and threats. We will also explore key
challenges facing the brand. Furthermore, the report discusses Sunlight's
marketing objectives, strategies, and marketing mix. After that, we will find
out the problem belongs to Sunlight, and in this situation, we find out that
Sunlight Mem Diu aren’t as well-known as other fragrances so we decided to
conclude with recommendations for programs that can help Sunlight address
its challenges most effectively.

Page 01
 COMPANY INTRODUCTION

Sunlight is one of the 10 most famous brands of Unilever in Vietnam (alongside

other brands such as OMO, Comfort, Surf, Lifebuoy, P/S, Dove, Knorr, Sunsilk,
and Clear).

Unilever is a multinational company. It was started in the year 1929,

September 2. It was originated in the United Kingdom and it has now become
a worldwide company . It is headquartered in London, United Kingdom. After
more than 100 years of development, Unilever is in 190 countries which market
them a global brand. 2.5 billion people use their products.. Not only having a
global retailers’ chain which is 25 million, Unilever has a strong employee base
which is more than 1, 49,000 employees. It has achieved the first position in
the FMCG graduate employer of choice in 54 countries.

Unilever has moved to the Vietnamese market for nearly 30 years and has
impressive achievements in sustainable business, worthy of the position of top
global sustainable development enterprise. Its programmes focus on four
pillars including climate action & nature, plastic circular economy, livelihood
(empowering woman), and health and hygiene.

Unilever’s business in Vietnam consistently outpaces market growth. In 2022,

it crossed the €1 billion turnover milestone, reporting broad-based double-
digit growth with positive volumes. In addition, Vietnam is now the 12th-
biggest business in Unilever, with enormous potential thanks to a thriving
economy and the leading positions our brands enjoy across many categories.
In fact, almost 80% of brands across our portfolio are No.1 in terms of sales
and consumer choice. Furthermore, More than 1,400 people work for Unilever
in Vietnam and the business has been named the No.1 employer of choice in
the country several times.

Page 02
 MARKETING ENVIRONMENT

MACRO ENVIRONMENT

Political

Along with the appearance of foreign brands, the Vietnamese government has
introduced many legislations and programs to benefit domestic brands.
Including the program "Vietnamese people use Vietnamese Goods" organized
by the government from 2009 to the present. These activities have affected
foreign businesses in product consumption and user psychology in choosing
brands. The evidence shows that Vietnamese goods occupy an overwhelming
proportion with 90-95% in [Link], Winmart, and even in supermarket
systems of foreign enterprises such as AEON, Mega Market, and Big C, the
percentage of Vietnamese products accounts for 60% to 96% (BCTVN, 2021)

Economic

Consumer Spending Patterns: Economic conditions such as GDP growth,

income levels, and inflation rates impact consumer spending on household
cleaning products like Sunlight. In Vietnam, rising disposable incomes and
urbanization contribute to increased demand for convenience-oriented
products, potentially benefiting Sunlight's sales.

Competitive Landscape: Sunlight faces competition from multinational

corporations, local brands, and private labels offering similar household
cleaning products in Vietnam. Sunlight needs to differentiate its offerings,
build brand loyalty, and innovate to stay ahead in the competitive Vietnamese
market.

Page 03
 MARKETING ENVIRONMENT

MACRO ENVIRONMENT

Social: According to data from the General Statistics Office, in 2023,

Vietnam's average population is 100,3 million people. In 2022, the share of the
population aged between 15 and 64 years in Vietnam was approximately 67.4
percent (Statista). The large share of the population aged between 15 and 64
years indicates a period of population bonus, wherein the working population
in the country was comparatively [Link] means that Viet Nam has a
young population, a high labour force in and independent finance. On the other
hand, Sunlight is an enterprise that really needs human resources for
production and transportation, so investing and developing in Vietnam will be
very beneficial for them.

Economic: Geographic shift in population: Vietnam is in the process of

increasing urbanization. The average population of urban areas increased
from 34.1% in 2015 to 38.1 % in 2023 ([Link], 2023). These days, people
from rural areas tend to migrate to urban areas such as HCM or HaNoi to find
job opportunities and improve their life. Therefore, with the increasing
population in urban areas, results in the rising in consumption rate as well as
quality and price is required to be suitable for this area. Especially for Sunlight,
they have the highest market share in rural areas so that they have to deal
with this change.

Culture: Vietnamese are very selective when it comes to choosing between

different products, however, if the products are good then they will stick to
those products for a long time. Sunlight has been successfully creating a good
image brand and the quality is unarguably amazing also the price is relatively
affordable. Within recent years, Vietnamese people tend to buy more
products from idols/influencers recommendation. People take status very
seriously and recommendations from a celebrity or a well known influencer
really have a big impact on customers' decisions.

Page 04
 MARKETING ENVIRONMENT

MICRO ENVIRONMENT

COMPETITORS

In Vietnam, according to Metric’s report in 2023, the dishwashing

detergent market has over 322 brands, accounting for 47.7% of total
revenue. Among the top 10 brands, Sunlight holds a 41.28% market share
in terms of revenue. Additionally, Sunlight's direct competitor is My Hao,
which has maintained high quality and a deep understanding of
Vietnamese consumer psychology for many years. My Hao was a high-
quality Vietnamese brand from 1997 to 2013. Furthermore, Sunlight also
faces competition from two potential rivals, namely Lix, a product of
Lixco Joint Stock Company specializing in manufacturing and distributing
cleaning agents. Lix has a nationwide distribution system with 76 agents
and distributors and exports its products to countries such as Taiwan,
Japan, and Singapore.

Currently, Sunlight also has to contend with foreign competitors offering

competitive prices and products tailored to Vietnamese tastes. One
notable example is Lipon, a leading brand in producing cleaning agents
from Thailand.

MARKETING INTERMEDIARIES

Resellers: Sunlight is a dishwashing liquid that sells in 20 countries. They

distribute their products to large supermarket systems such as
[Link], BigC, Mega, Lotte, AEON, and more than 200,000 retail
points in Vietnam.

Physical Distribution Firms: They have worked with Lever Haso and Lever
Viso in VietNam since 1995 and became a joint venture in producing, and
distributing high-quality home and personal products. They also use
available materials in small local businesses to reduce costs and shipping
costs. They want to ensure that their products can be delivered to
everywhere in VietNam.

Marketing service agencies: They promote their product through their

official departments and cooperate with Ogilvy and Mather, one of the
leading advertising agencies in Vietnam. The company provides activities
namely digital marketing or advertising, and promotion.

Page 05
 MARKETING ENVIRONMENT

MICRO ENVIRONMENT

SUPPLIERS

Sunlight has been a part of Unilever since 1995 and Unilever invested over
300 million USD to construct factories in Ho Chi Minh and Bac Ninh.
Unilever also has a network consisting of about 2000 SMEs in VietNam as
suppliers. As a result, 35 million products of this company were consumed
per day

CONSUMERS

Sunlight’s target reseller and consumer market. It focused on young and

independent adults from the age of 25 to 45 living in the city like Ha Noi
and Ho Chi Minh. Not to mention, the majority of targeted customers lived
in big cities, which advantages Sunlight by letting products be easily
distributed to customers.

Page 06
 SEGMENTATION

Group Job Income Product Demand

Students, Average monthly income: 5.4

Most people in this age
lower million VND/person.
group are single or
middle Level of income gap: This
newly married, so the
class, group has a level of income
need to use dishwashing
income gap that is not too high
Young liquid may be lower due
from because it depends heavily on
(18-24) to less frequency of
parental education level, profession
cooking. They often
allowance and place of work.
prioritize using products
and part- Main source of income:
with small capacity and
time work, Allowances, salaries, bonuses,
reasonable prices.
internship. overtime.

Average monthly income: 11.2 At this age, most are

million VND/person. married and have young
Level of income gap: This children, and the need to
Working
group has a high level of use dishwashing liquid is
Middle people,
income gap due to heavy higher due to frequent
age middle
dependence on job position, cooking frequency. They
(25- class,
seniority and non-salary tend to care more about
45) income
income. product quality, ability
from work.
Main source of income: Salary, to effectively remove
bonus, commission, income grease and health
from business. safety.

Average monthly income: 15.6

million VND/person.
Working or Level of income gap: This The need to use
retired, group has a very high level of dishwashing liquid may
Above upper income gap due to heavy decrease as children
Middle middle dependence on leadership become adults and cook
Age class or positions, investment income less at home. However,
(>45) upper and personal assets. they still care a lot
class (high Main source of income: Salary, about product quality
or low). bonus, pension, income from and convenience of use.
investments and personal
assets.

All three segments meet four criteria

(measurable, accessible, substantial, differentiable).

Page 07
 TARGETING

Criterion 2: Criterion 3:
Criterion 1:
Attractivenes Enterprise
Group Size and growth of the
s of market goals and
market segment
structure capabilities

There are
Large in scale, especially in
many
developing countries with
businesses
young populations.
targeting
Young Teenagers are becoming a
young people Suitable
(18-24) dynamic consumer
with low
segment with a market that
incomes such
caters to consumer culture,
as My Hao, Lix,
sports and entertainment.
...

Large scale and targeting

customers who are of
working age and have In this market
Middle income. With demand and segment, there
age (25- interest in food, health and are not too Suitable
45) home care, this segment is many
becoming a potential businesses.
market for manufacturers
and suppliers.

Increasing significantly as
the populations of
Above In this market
developing countries age.
Middle segment, there
This segment has special Suitable
Age are quite a few
demand in health care and
(>45) businesses.
food products and
services.

Targeting: Middle-aged customer group (25-45)

Page 08
 POSITIONING

Sunlight is reported to have higher pricing when compared to global brands

such as Lipon, as well as local companies such as Mỹ Hảo or Lix, which are
aimed at downstream clients. Because Vietnam is a low-middle-income
nation, however, this positioning strategy is relatively sufficient.

Page 09
 4Ps OF SUNLIGHT

PRODUCT

Sunlight has a wide range of products with Lemon, Lemon + Mint, Matcha,
Natural, Cherry Blossom & Grapefruit
Most products of Sunlight dishwashing liquid remove slimy or sticky
substances effectively. However, Diversified products provide different
benefits:
Lemon + Mint: Better at removing bacterias that cause smelly smell,
Natural scent: Safer to use and less damaging to hands and also use
substances that are used in spas which will help smoothen your hand
Lemon: Best to remove greasy dishes
Cherry Blossom & Grapefruit: It has a calming and light scent while
protecting your hands and family’s health
Matcha: Best for extra difficult smells that are hard to remove such as
shrimp paste, garlic, fish sauce,...
Moreover, Sunlight uses recyclable plastic and environmentally friendly for
packaging. Unilever (Sunlight’s mother company) is starting to use
RAFNXT+ materials (which is a sustainable and carbon-free material) to
produce its packaging -> Reduce its carbon footprint and help climate
change. (aim to have its carbon footprint 2030)

PRICE

Sunlight has applied a pricing strategy neutral for the their product.
Applying a neutral price strategy, also means that Sunlight decided not to
use price to gain market share, they use other tools to compete. Sunlight
has decided to focus on quality factors to compete with competitors.
When comparing the product, in addition to the core value of cleaning
dishes faster, Sunlight realized that it did not possess another outstanding
physical benefit. Understanding that, the brand decided to change the
next P in the marketing mix model - Product: 100% plant-based cleaning
ingredients. With this change, Sunlight has added a special benefit of
being soft for the hands.
For 400g bottle: VND 18.000-22.000
For 750g bottle: VND 30.000-35.000
For 3,6kg bottle/bag: VND 100.000-120.000

Page 10
 4Ps OF SUNLIGHT

PLACE

Sunlight uses both traditional distribution channels and modern

distribution channels.
Distributed nationwide, using sales staff from retail stores who are
responsible for finding new orders
Direct channels from manufacturers selling directly to e-commerce
consumers
Through indirect channels: retailers - consumers. This market is quite
complex and accounts for the majority, sold at markets and retail
systems: big c, maximax,
Final distribution channel: focuses on targeting the most consumers in
small but frequent quantities. Manufacturer - wholesaler - retailer -
consumer. Sold at shopping malls. Sunlight is supplied in large quantities
to businesses and professional customers

PROMOTION

Sunlight uses various forms of promotion from basics (advertising,

posters, Facebook pages, online marketing...) to more “trendy” promotion
(Paid Social influencers, promotional videos,..)
Sunlight has a lot of sales promotions. For instance, they collab with
Shopee which massively gained brand awareness in Vietnam.
Sunlight also collaborated with Shopee to take a portion of its sold
products on Shopee’s super sales day to donate to local charities to help
with climate change and local pollution and the price of these products
will be lower than usual to attract more customers.
Promotion mix strategy:
Pull strategy includes advertising, sales promotion and media promotion.
Sunlight aims to establish long-term customer relationships.
Sunlight has its own YouTube channel to advertise its own products,
appears in TV ads often, collaborates with retailers for sales promotion as
mentioned above.

Page 11
 SWOT

STRENGTH WEAKNESS

Market Leader: Sunlight holds a Limited Product Portfolio:

dominant position in the Vietnamese Sunlight might be overly reliant
dishwashing liquid market, enjoying on dishwashing liquids,
strong brand recognition and potentially missing
customer loyalty. opportunities in other cleaning
Quality and effective products: product categories.
Sunlight is known for its products High price: Sunlight has a
with effective formulas that easily higher price than some other
remove grease. dishwashing liquid brands on
Distribution Network: Backed by the market.
Unilever's vast network, Sunlight has Uneven Promotion: Sunlight
extensive distribution channels, often focuses heavily on
ensuring its products are readily promoting its lemon-flavored
available nationwide. dishwashing liquid, which
Product Range: Sunlight offers a already has a strong market
diverse range of dishwashing liquids position.
catering to different needs, like
grease-cutting power or gentle
cleansing for dishes. THREATS

Competitors: The dishwashing

OPPORTUNITIES liquid industry is highly
competitive with the
Market Expansion: The cleaning participation of many
chemical industry market has great domestic and international
potential. brands.
Digital Marketing: With the rising Economic Downturn: In an
trend of digital marketing, Sunlight economic downturn, budget-
can take advantage of digital conscious consumers might
platforms. switch to cheaper, less
Sustainability: The trend of green established brands.
living is on the rise, so Sunlight can Changing Consumer
emphasize environmentally friendly Preferences: Consumers might
practices. be drawn towards natural or
organic cleaning products,
requiring Sunlight to adapt its
offerings.

Page 12
 MAIN ISSUE

A persistent issue for Sunlight in Vietnam is the uneven focus on its various
dishwashing liquid products. This has led to a situation where consumers
are primarily aware of Sunlight's lemon-scented dishwashing liquid, while
other product variants receive less attention. Consequently, some of
Sunlight's potentially promising dishwashing liquids, such as Sunlight Mem
Diu, have not gained significant traction. This issue can be attributed to
Sunlight's unequal promotional strategies in Vietnam.

MAIN
FOCUS

DATA ANALYSIS

Nielsen Vietnam: According to Nielsen Vietnam, Sunlight held a 35%

market share in the Vietnamese dishwashing liquid market in 2023.
However, the lemon-scented dishwashing liquid accounted for 80% of
Sunlight's market share, while the remaining 20% was shared among
other products.
Kantar Worldpanel: A Kantar Worldpanel survey revealed that 70% of
Vietnamese consumers were only aware of Sunlight's lemon-scented
dishwashing liquid, while only 30% were familiar with other Sunlight
products.
=> Sunlight often focuses heavily on promoting its lemon-flavored
dishwashing liquid, which already has a strong market position.

Page 13
 MARKETING OBJECTIVES

In this campaign, we focus on changing customers’ mindset about

Sunlight to an organic product.
Improve customer awareness about Sunlight Mem Diu, hence we
gradually improve our segment
Vietnamese customers have a better look at the products which
related to environment perseverance
We-Sunlight can obtain both developing our segment but also
contribute to the desire to protect the environment.
We observe that target can possibly achieve as our strengths and
environment’s opportunities
This campaign will be performed from May to August of 2024.

Change
customer‘s
mindset

Improve
customer
awareness

Protect the
environment

Achieve
opportunities

Page 14
 TARGET AUDIENCE

Criteria Description

Geography
City/province Ho Chi Minh City, Hanoi City

Demographics
Age 18-25
Gender Male and female
Household size Living alone, living with roommates or small families
Income Low to middle income
Occupation Students, office workers, salespersons, etc.

Psychographics
Needs Remove grease
Wants Convenient to use, affordable, environmentally friendly
Interests Well-known brands, attractive packaging
Values Care about health, environment, and price
Lifestyle Independent, dynamic, like to explore new things.

Behavioral
Purchasing channels Online and in-store purchases
Purchase frequency Purchase dishwashing liquid 1-2 times/month
Brand loyalty Generally low

Page 15
 MARKETING STRATEGIES

PRODUCT

Sunlight acknowledges the advantages of employing organic dishwashing

liquid in safeguarding the skin and well-being of consumers (especially
children and expectant mothers) in contrast to conventional chemical
dishwashing liquid. Furthermore, it aids in environmental protection and
contributes to the development of agriculture.

This Sunlight dishwashing liquid is formulated with Unilever's proprietary

technology, utilizing 100% plant-based cleaning ingredients. This stands as
a strong testament to the product's safety credentials. Sunlight Mem Diu
dishwashing liquid (750 ml) has a light, gentle fragrance that is safe for
hands (100% plant-based cleaning agents). This product helps thoroughly
eliminate unpleasant odors on the dishes with just one wash.

Types of bottle: Can with 3,6kg and Bottle with 750ml

Packaging: Similar type of bottle with other Sunlight bottle products; filled
with pink liquid; packaging designed using cherry blossom and grapefruit
elements; product’s name: “Mềm dịu cho da”

Safe for hands, does not cause dryness or roughness, tested and certified
by the Central Dermatology Hospital.

Directions: Pour directly onto a wet dishwashing sponge. Gently squeeze the
sponge to create lather and wash dishes. Rinse dishes thoroughly with
water.

Storage: Store in a cool, dry place. Avoid direct sunlight. Warning: Do not
ingest. Keep out of reach of children. If the solution gets in your eyes, rinse
with clean water. If needed, seek medical attention.

Page 16
 MARKETING STRATEGIES

PRICE

Similar to its previous products, Sunlight has applied a pricing strategy

neutral for the product Sunlight dishwashing liquid with grapefruit and
cherry blossom scent, soft and gentle on the skin hand.

The 750ml bottle will be priced between 30,000 and 40,000 VND per
product. Sunlight should continue to maintain competitive prices to
attract customers and compete effectively with other similar products.
Providing product variants at different prices to serve different customer
segments would be a smart strategy.

Sunlight cannot pursue a price skimming strategy in the dishwashing liquid

market because other products on the market are good substitutes for
Sunlight's products, typically the My Hao dishwashing liquid product with
28,000 VND for 750g.

Sunlight also cannot set penetration pricing because at this time the
product Sunlight dishwashing liquid with grapefruit and cherry blossom
scent, soft and gentle on the skin, has not been recognized and evaluated
by buyers for its quality. When customers cannot evaluate product quality
before purchasing, they may infer low quality and therefore set prices low.

In addition, high-quality ingredients and production processes,

guaranteed by parent brand Unilever, are also Sunlight's reasons for
deciding not to set penetration pricing.

=> Applying a neutral price strategy, also means that Sunlight decided not
to use price to gain market share, they use other tools to compete.
Sunlight has decided to focus on quality factors to compete with
competitors. When comparing the product, in addition to the core value of
cleaning dishes faster, Sunlight realized that it did not possess another
outstanding physical benefit. Understanding that, the brand decided to
change the next P in the marketing mix model - Product: 100% plant-
based cleaning ingredients. With this change, Sunlight has added a
special benefit of being soft for the hands.

Page 17
 MARKETING STRATEGIES

PLACE

For the first two month, we focus on improving customer awareness about
SUNLIGHT MỀM DỊU. To do that, we go on with our distribution channels as
we have always implemented. Besides, we will persuade our wholesalers
and retailers to purchase a huge amount of products by promising them
that we will provide promotion to make customers have knowledge about
SUNLIGHT MỀM DỊU. We also have discounts for those who own a large
amount of products. Secondly, our staff from SUNLIGHT will come to
retailers’ stores to make sure SUNLIGHT MỀM DỊU can be observed by the
customers.

For the second month, we will affiliate on TIKTOK Channel to improve the
awareness of the product, and is also the first step for customers to buy
SUNLIGHT MỀM DỊU. For the last two weeks of this month, we collaborate
with PewPew for selling our product SUNLIGHT MỀM DỊU. We also improve
our virtual selling stores like Shopee, Lazada,...

Finally, we develop selling product through malls for the last month.

Page 18
 MARKETING STRATEGIES

PROMOTION

Advertising

To stimulate customers' curiosity as well as attract customer engagement

and encourage them to participate in Sunlight's ongoing offline activities,
Sunlight will employ media posts on the Facebook, TikTok platform
throughout the campaign.
Furthermore, Sunlight will release a TVC named “Sunlight Mềm Dịu - Tô
HỒNG cuộc sống”. This TV commercial helps viewers understand the
benefits and fragrance of Sunlight Pink through two main scenes: A
mother standing in the kitchen and smelling the delightful fragrance of this
Sunlight product, and a scene of her child helping her wash dishes
(showing that the product is gentle even for children). From there, it
conveys a message: Household chores are truly light and sweet when you
have this Sunlight product, which is extremely gentle and safe for the skin,
and environmentally friendly.

Sales Promotion

Competitive pricing requires strategies such as discounts and gift

promotions to encourage consumer purchasing behavior. Sunlight should
establish a promotional program to attract customers' attention to the
Sunlight Mem Diu variant instead of the already familiar scents
Promotion and Special Offers Program: Create special promotion
programs such as buy one get one free, discounts for bulk purchases or
free gifts with purchases to attract consumers.
Product Combo Packages: Combine Sunlight Mem Diu with other products
from Sunlight to create value-added combo packages, increasing value
for consumers.

Page 19
 MARKETING STRATEGIES

PROMOTION

Personal Selling

The product showcase aims to introduce the latest Sunlight Hong

products to customers, offering hands-on experiences and gathering
feedback. It will be held on weekends, featuring an eye-catching booth
design with the Sunlight Hong logo and a full display of Sunlight Pink
products in various sizes and variations for customers to explore freely.

Public Relations

Sunlight will conduct public relations into 2 main tactics: an exhibition

that aims to raise awareness about environmental protection by
promoting the use of organic dishwashing liquid instead of chemical
alternatives, while also recognizing the labor of housewives within
families. It will feature images of the environment and hands engaged in
household chores.

To enhance the campaign's reach and brand image, media relations will
be crucial. The PR efforts will be divided into stages: During Phase 1, the
issues will be highlighted through PR posts, emphasizing the importance of
"using natural products." Following this, in Phase 2, the brand will
collaborate with media outlets such as Channel 14, Dan Tri, and
Vnexpress, publishing interviews with housewives, young individuals, and
families, showcasing their perspectives on organic products and their
experiences with Sunlight's natural dishwashing liquid.

Furthermore, Sunlight will utilize KOLs to help Sunlight get closer to

customers, attract more customers, and increase brand and product
recognition, and this will also help increase sales in the future.

Page 20
 MARKETING STRATEGIES

PROMOTION

Public Relations

We will place giant Sunlight Mem Diu washing liquid bottle models in parks,
malls, and tourist spots to encourage people to take photos. This boosts
brand awareness and visibility while sparking discussions about our
products. We're also teaming up with influencers and celebrities to check
in, take photos, and share them on social media for greater engagement.
Participants can win prizes at our photo booth by checking in with
hashtags, sponsored by Unilever. Plus, there's a dart game where you can
win Sunlight Pink products, vouchers, and more.

SUNLIGHT EXPERIENCE BOOTHS

Page 21
GANTT CHART

Page 22
GANTT CHART

Page 23
GANTT CHART

Page 24
 RESOURCE ALLOCATION

Person In
No. Function JD
Charge

Marketing Plan campaign, allocate

1 Marketing
Manager resources, track results

Marketing Develop content, manage

2 Marketing
Specialist social media, design ads

SEO
3 Marketing Technical, data analysis skills
Specialist

Drive sales, promote Sunlight

4 Sales Salesperson
products at point of sales

Page 25
 BUDGETING

Person
Category Price Total
/piece

Pamyeuoi’s Family 3 100.000.000

Ninh Duong Story 2 50.000.000

Booking Thủng long’s Family 3 65.000.000

350.000.000
KOL Gia đình truyền hình 2 40.000.000

PTTC’s Family 4 35.000.000

PewPew 1 60.000.000

Cherry Blossom
2 70.000.000
model

Grapefruit model 3 80.000.000

Sunlight’s model 2 60.000.000

Hashtag 10 2.000.000

Place (1 week) 50.000.000

Desk and Chair 10 3.000.000

Sunlight’s
421.000.000
Booth Trash bin 5 1.000.000

Gift 50 5.000.000

Max
Other decor things 50.000.000
50

Max
Other equipment 50.000.000
30

Addition expense 50.000.000

Page 26
 BUDGETING

Director&Producer 50.000.000

Script 7.000.000

Place 40.000.000

Makeup&Clothes 25.000.000
262.000.000
Sound&Light 20.000.000
TVC (not include
Facilities 25.000.000
actor)
Assistant 25.000.000

Food 10.000.000

Advertising expense 30.000.000

Addition expense 30.000.000

Design, Picture 80.000.000

Model 60.000.000

Technology and
70.000.000
equipment

Exhibition Place (1 week) 60.000.000 410.000.000

Insuarance 30.000.000

Staff 30.000.000

Decorations 40.000.000

Addition expense 40.000.000

TOTAL:
[Link]

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RISK MANAGEMENT

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 THANKS
FOR
READING!