GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Trương Lê Khanh Student ID number: 31221025164

Student name: Đinh Huỳnh Bảo Hân Student ID number: 31221020623

Student name: Lưu Gia Huy Student ID number: 31221022101

Student name: Nguyễn Khánh Huyền Student ID number: 31221025077

Student name: Đỗ Vân Khanh Student ID number: 31221020851

UNIT AND TUTORIAL DETAILS

Unit name: Strategic Marketing Management Unit number: SMM-DH48ISB-03

Final Marketing Plan Group
Tutorial/Lecture: Project Class day and time: Tuesday – Thursday
Lecturer or Tutor name: Dr. Thai Dam Huy Trung & Mr. Tran Nhu Anh Dung
ASSIGNMENT DETAILS

Title: Final Marketing Plan Group Project – Dạ Hương

Length: 3821 words Due date: 15/08/2024 Date submitted: 15/08/2024

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Khanh

Student’s signature: Han
Student’s signature: Huy
Student’s signature: Huyen
Student’s signature: Khanh

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
 INDIVIDUAL CONTRIBUTION RATE
Unit: (Strategic Marketing Management)

Class: SMM03…………….…………………………………………………………………..
Group: ……2……………………….…………………………….……………………………
Assignment: …Final Group Project ……………………….…………………………………
Individual contribution rate:

No. Student full name Student ID Contribution rate (%) Signature

1 Đinh Huỳnh Bảo Hân 31221020623 100 Hân

2 Lưu Gia Huy 31221022101 100 Huy

3 Nguyễn Khánh Huyền 31221025077 100 Huyền

4 Đỗ Vân Khanh 31221020851 100 Vân Khanh

5 Trương Lê Khanh 31221025164 100 Lê Khanh

Note:
g The contribution rate must be discussed and agreed by all group members.
g Sum of individual contribution rate must be 100%.
 Table of Content

Table of Content 1
PART 1: Executive Summary 2
PART 2: Introduction to the Company, Brand, and/ or Products 2
1. Company Introduction 2
2. Brand Performance 3
PART 3: Market and Competitor Analysis, Company Performance Review 3
1. Market Analysis 3
2. Competitive Landscape 4
3. Segmentation, Targeting, Differentiation, Positioning 5
4. Brand understanding 5
PART 4: Key issues: Foundation to justify Marketing strategy 5
1. Market attractiveness 5
2. Industry/ Competitors attractiveness 6
3. Firm resources 7
4. Selective Strategies 7
PART 5: Marketing Strategy and Action Plan 8
1. Objectives 8
2. Target Audience and Big idea 8
3. Marketing mix 9
a. Product 9
b. Place 9
c. Price 10
d. Promotion 10
PART 6: Forecast and Budget 11
1. Sales forecast 11
2. Expense forecast 12
PART 7: Implementation and Control Plan 13
PART 8: Contingency Plan 19
PART 9: Reflection and suggestion 21
References 22
Appendix 25
PART 1: Executive Summary

This proposal is written with the purpose of maintaining the leading position of Dạ Hương,
making its market share to 70% of the feminine wash market. Currently, Dạ Hương is facing
two main problems: loyal customers are concerned about the product's dryness while the
younger segment thinks the brand image is too old and therefore, not suitable for them. With
the above challenges, it is a must that Dạ Hương employs a dual-strategy approach: Position
Defense strategy to retain our middle-aged customers with Dạ Hương x2 hydration,
improving the dryness issues compared to the current offerings; and Flanker Strategy to
attract the young customers with the simple function needed by refreshing the brand image
and launch the new product line Dạ Hương Daily Fresh, aiming at people with gentle daily
cleansing needs.

In the first year, “Dạ Hương Daily Fresh" would be promoted with the message: “Bước đầu
dịu nhẹ, bước tiếp tự tin" to make young customers aware that this is a gentle and
comfortable cleansing which can control their odor and make them confident everyday. Then,
in the second year, “Dạ Hương tươi mới" x2 Hydration would be launched to retain the loyal
customers. And lastly, in year 3, the image of Dạ Hương accompanying Vietnamese women
through their whole journey would be emphasised.

PART 2: Introduction to the Company, Brand, and/ or Products

1. Company Introduction

Hoa Linh Pharmaceutical, founded in 2001, is a leading Vietnamese healthcare company

specializing in pharmaceuticals, health foods, and cosmetics. With a strong focus on
developing products tailored to Vietnamese physiology and lifestyles, Hoa Linh has
established itself as one of Vietnam's prominent pharmaceutical firms(1). With a strong
presence in Vietnam, they potentially serve other Asian markets.

Central to Hoa Linh's success is its renowned brand - Dạ Hương - a pioneer in feminine
hygiene. Dạ Hương's mission is to promote health, happiness, and progress for Vietnamese
women(2). Its products, formulated with natural ingredients including aloe vera, green tea, etc
are safe and gentle. The brand exemplifies Hoa Linh's dedication to producing trusted
healthcare products that cater to the specific needs of Vietnamese women. Through
continuous innovation and deep understanding of local health requirements, Hoa Linh and Dạ
Hương strive to enhance women's confidence, comfort, and overall quality of life.

2. Brand Performance

Dạ Hương's Tươi Mới line dominates Vietnam's feminine hygiene market with its
nature-inspired formula, capturing significant market share and consumer trust(3). Throughout
its 20-year presence in the market, Dạ Hương has been honored with many prestigious
awards. However, the majority of the brand's loyal consumers are middle-aged women, and it
does not attract many young people which is a very potential segment.

The brand's first try to reach younger consumers, Dạ Hương Teen, did not catch on, showing
how hard it is to appeal to this age group. The failure highlighted the complexities of
marketing intimate care products to a younger demographic, who often have different
preferences and values compared to older consumers.

Not giving up, Dạ Hương later launched the Daily Fresh line, with modern packaging and a
gentle, everyday-use formula (4). This new line was designed to address the evolving needs of
younger women, offering a more lifestyle-oriented approach to feminine hygiene. Even with
these efforts, Daily Fresh has not matched Tươi Mới's success, highlighting the brand's
ongoing challenge to expand its product range and attract younger consumers.

PART 3: Market and Competitor Analysis, Company Performance Review

1. Market Analysis

The bath and shower market, including the feminine hygiene wash segment, is characterized
by slow growth and high concentration, approaching its maturity stage. With a CAGR of
5.69% and revenue growth of 7.9%, the market is projected to expand from 174.9 million
USD in 2023 to 221.8 million USD by 2027(5). In the feminine hygiene wash sector, market
concentration is particularly high, with Da Huong leading at 65% market share, followed by
Lactacyd at 30%, leaving only 5% for other competitors(6). This highly concentrated market
structure underscores the challenges for new entrants and smaller brands.

Despite these characteristics of a maturing market, there's still potential for growth due to
increasing consumer awareness of genital health, especially among younger demographics.
An impressive 93% of students express strong concern about protection from sexually
transmitted infections(7), while 30% of patients with sexually related diseases fall within the
15-24 age bracket(8).

For Da Huong to maintain its market leadership, continuous product innovation is crucial.
The company must focus on capturing the young consumer segment while defending its
market share against intense competition, especially from Lactacyd. As the market nears
maturity, companies will need to differentiate their offerings and adapt to evolving consumer
needs to sustain growth and market position.

2. Competitive Landscape

The feminine hygiene wash market in Vietnam is dominated by 2 main players: Da Huong,
Lactacyd and also a rising competitor, Intimate. Da Huong is the biggest market leader and is
recognized as the number one feminine hygiene wash brand in Vietnam. It has built a strong
reputation as a qualified and safe product, being the only brand with qualifications from two
obstetric hospitals(9). However, the brand faces challenges as customers perceive its image as
outdated, and a majority of consumers find its formula too dry.

Lactacyd is the direct competitor of Dạ Hương, presenting a younger and more modern brand
image. It has a strong presence in modern trade channels and offers products that satisfy
customer needs with features like dry-free formulas and mild scents(10).

Intimate is a newcomer to the market but comes from a well-known multinational corporation
called Ziaja. Despite entering the market later than its competitors, Intimate has quickly
established itself with a modern, fresh visual aesthetic in its packaging(11). It has become a key
player in e-commerce with a diverse product line. However, both Lactacyd and Intimate still
have too many chemical ingredients, which might discourage customers from purchasing
products from them.

Even though the market is highly competitive, Dạ Hương still has a winning point by
leveraging its unique medical credibility, positioning itself as the most trusted brand. To
maintain its leadership, Dạ Hương could benefit from emphasizing its natural ingredients
more prominently in its marketing efforts. By highlighting that Dạ Hương has a more
natural-based formula than its competitors, Dạ Hương can reinforce its commitment to
gentle, effective care. This focus can further strengthen Dạ Hương's image as a brand that
offers both scientifically-backed and nature-inspired solutions for feminine hygiene.

3. Segmentation, Targeting, Differentiation, Positioning

Dạ Hương segments their customers based on two criteria: function-needed and brand
loyalty. With the strength of high brand awareness and two distinct needs identified,
therefore, Dạ hương focus on two segments: Comfort Enthusiasts who have basic cleanliness
needs (47.5% respondents, team survey) and high brand loyalty, and Function-Focused
Loyalists who seeks for advanced function (51.6% respondents, team survey) and high brand
loyalty (Appendix 2.1).

With the differentiation of longest history in the feminine hygiene market in Vietnam for its
establishment in 2003, and the high reliability thanks to the assurance of the two leading
maternity hospitals in the country - Phụ sản Trung ương Hospital and Từ Dũ Hospital,
combine with its benign ingredients, Dạ Hương position itself to be top-of-mind for
customers when choosing natural-ingredient feminine hygiene wash.

4. Brand understanding

Currently, Dạ Hương has a great advantage as a top-of-mind brand with 86.7% participants
answered that they first thought of Dạ Hương when mentioning feminine hygiene wash
products (Team survey, Appendix 2.2) . Also, the brand is attached with very positive
keywords including “Reliable", “Long history", “Benign". However, for their current loyal
customers, 40% stated that they wish to improve the product dryness as it is making them
uncomfortable. Additionally, for the young customer segments, despite the brand's recent
launch of Dạ Hương Daily Fresh in March 2024, it is not widely known and the brand
remains as “old image", “traditional" and “just for my mom" (Team survey, Appendix 2.3) in
these consumer's perspective.

PART 4: Key issues: Foundation to justify Marketing strategy

1. Market attractiveness

The market for feminine hygiene products is becoming a highly promising area for Dạ
Hương, thanks to its deep understanding of consumer needs. On a micro level, Dạ Hương
efficiently captured and met the two primary consumer trends(12). The first group seeks for
goods that give cleansing and antibacterial benefits, whilst the second group has higher
expectations, looking for multifunctional solutions that not only provide antibacterial
protection but also bring elasticity and brightens the skin. On a macro level, research shows
that the incidence of gynecological cases among women is increasing by 15% to 27%
annually(13). This presents a big opportunity for Dạ Hương to assist in preventing these
disorders. Moreover, the trend of incorporating microbiome science into women's health
products is becoming inevitable and Dạ Hương is well-positioned to anticipate this trend (14).
Overall, the feminine hygiene market is not only attractive but also offers a potential
opportunity for Dạ Hương to strengthen its position, from addressing diverse customer needs
to contributing positively to women's health.

2. Industry/ Competitors attractiveness

Entering the feminine hygiene industry requires new entrants to go beyond significant capital
investment, as they must also contend with intense competition from well-established firms.
To make a meaningful impact, heavy investments in marketing, distribution, and e-commerce
are essential. Additionally, the supplier’s bargaining power is constrained by strict partnership
requirements or the integration of supply and manufacturing by pharmaceutical firms. With
more than 120 companies vying for market share, the industry is fiercely competitive,
pushing firms to constantly innovate their products and brand image to appeal to customers as
much as possible(10). This shows an opportunity for Dạ Hương to expand and maintain its
position in this industry when have more than 20 years of development under Hoa Linh
Pharmaceutical Company. In 2024, rising costs have significantly influenced consumer
purchasing decisions, and many major players have also provided high-quality products with
low switching costs(15). Besides liquid feminine wash, customers can utilize safe, colorless,
mild soaps or warm, clean water as simple alternatives, especially for sensitive skin(16).

In conclusion, while the feminine hygiene industry benefits from accessible raw materials
and minimal new entrants threats, it remains highly competitive. Dạ Hương’s
long-established presence and success in altering Vietnamese consumers’ perceptions of
feminine wash products, provide a sustainable advantage, though it must continuously defend
its position against resource-rich competitors(17).
 3. Firm resources

Dạ Hương leverages a robust set of resources to fulfill its role as a trusted companion for
Vietnamese women in healthcare. The firm benefits from strong financial backing from Hoa
Linh Pharmaceutical Company, allowing Dạ Hương to invest confidently in product
innovation and continuous R&D efforts to improve products and maintain competitiveness.
In addition, a key strength lies in Dạ Hương's product quality, which is guaranteed by two
leading obstetric hospitals - Từ Dũ Obstetrics Hospital and the National Hospital of
Obstetrics and Gynecology - adding significant credibility and trust to the brand(9). The
company's commitment to innovation is evident, as it continuously invests in R&D despite
the risk of market rejection, showcasing its willingness to evolve and meet changing
consumer needs. Moreover, Dạ Hương's connectedness across the value chain is notable, with
local herb sourcing partnerships upstream and strong relationships with pharmacy chains
downstream. However, from the team's research and observation, Dạ Hương faces challenges
in its distribution strategy, which lacks diversity, particularly in its efforts to distribute
through retailers such as Hasaki, Guardian, and supermarkets like BigC (Appendix 4).
Overall, while Dạ Hương excels in product and price strategies, there's room for
improvement in its place strategy, particularly in expanding distribution networks.

4. Selective Strategies

Therefore, Dạ Hương should implement both the Flanker and the Position Defense Strategies.
The Flanker Strategy aims to attract younger customers by shifting their perception of Dạ
Hương from a brand suitable for middle-aged women to a fresh, youthful image through the
Daily Fresh product line. Meanwhile, the Position Defense strategy focuses on protecting the
existing loyal customer base through Dạ Hương Tươi Mới product line. By maintaining
current product quality and addressing the primary concern of dryness, identified by 40% of
respondents, Dạ Hương ensures ongoing customer satisfaction and loyalty (Team survey,
Appendix 2.3.2). This two-pronged approach allows Dạ Hương to expand its market share
among younger consumers while retaining its core audience, effectively broadening its
overall market presence and defending against competitors targeting different age groups.
PART 5: Marketing Strategy and Action Plan

1. Objectives

2. Target Audience and Big idea

Dạ Hương's target audience consists of two main segments: women aged 18-27 and 27-45.
The older segment prioritizes reputable brands that offer advanced functions, especially those
enhancing sexual health and affordability (Appendix 3). However, the first-year focus will be
on promoting Dạ Hương Daily Fresh, targeting the younger segment. These women seek a
simple, effective, and safe daily hygiene routine, emphasizing gentle cleansing and odor
control without unnecessary features. They are highly concerned about intimate health but
often feel overwhelmed by the vast array of products available, leading to confusion and
concerns about product safety. To address these needs, the big idea “Bước đầu dịu nhẹ, bước
tiếp tự tin” was created with the key message “Khởi đầu dịu nhẹ, toả sáng mỗi ngày.” This
positions Dạ Hương Daily Fresh as a trusted companion in daily menstrual healthcare,
offering gentle yet effective cleansing while boosting young women’s confidence, helping
them feel fresh and self-assured every day.
 3. Marketing mix

a. Product

To attract more potential customers from the young segment, Dạ Hương has created Dạ
Hương Daily Fresh product line. This product includes two new, special ingredients:
Bioecolia, a French prebiotic that enhances the sensitive area immune system and Bisabolol,
a German chamomile extract that is antibacterial, anti-inflammatory and ideal for sensitive
skin. Using microbial technology together with natural ingredients helps to ensure
cleanliness, gentleness and prevent gynecological diseases(4). Besides the improved formula
focusing on daily cleanliness and protection from infections, Dạ Hương Daily Fresh offers a
new, aesthetically packaging design to capture the target audience's attention.

In the second year, the brand will defend its market leader position by releasing an improved
version of Dạ Hương Tươi Mới: x2 Hydration to solve the dryness problem with a new
component: glycerin. It was proven as "the most effective humectant" for boosting hydration
in the outermost layer of skin(18). Besides the added ingredients, Dạ Hương Tươi Mới still
keeps its original and natural ingredients like aloe vera, mulberry, and chamomile, catering
for the middle-aged segment’s need for cleansing, brightening and anti-aging(19). While some
competitors’ products contain glycerin as a moisturizing component, Dạ Hương’s product
will offer more moisture and contain a higher portion of natural ingredients used compared to
others. This product line will differentiate by utilizing the brand’s winning point on natural
ingredients and innovation to provide a feminine wash that is more moisturizing and safe to
use.

b. Place

Based on team's observations, Dạ Hương is currently at a disadvantage in distribution across

retail chains like Hasaki, Guardian, and major supermarkets like BigC and Bách Hóa Xanh,
particularly when compared to its competitor Lactacyd (Appendix 4). To tackle this
weakness, Dạ Hương's upcoming place strategy will combine distributing its presence in key
retail channels and expanding to rural area. Firstly, Dạ Hương will strengthen its product
distribution in major stores and supermarkets, while also dealing closely with sales staff to
ensure that the product is recommended to customers when they need advice on feminine
hygiene solutions. Additionally, Dạ Hương will aim to take up half of the shelves in
supermarkets and pharmacies, enhancing brand visibility to attract consumer attention. As a
market leader, Dạ Hương will also expand its distribution efforts in rural areas, including
local grocery stores and markets, ensuring that its products are readily available to meet
customers' needs everywhere. In general, all these efforts are aimed at making Dạ Hương the
most trusted and easily accessible choice for all women.

c. Price

For Dạ Hương's price strategy, the price of the Daily Fresh product will remain unchanged,
with the range from 77,000 to 90,000 VND for a 120ml bottle. However, for the new product
Dạ Hương Tươi Mới X2 Hydration with 120ml a bottle, the price will be increased from
44,000 to 55,000 VND based on two main criteria. Firstly, compared to competitor
moisturising products priced around 48,000 VND, Dạ Hương's now with more moisturising
ingredients offers superior benefits. Moreover, data collected from the team survey indicates
that most customers are willing to pay between 100,000 and 150,000 VND for a 200ml bottle
so the price for Dạ Hương’s new and current product will be affordable for the customers’
willing to pay (Appendix 2.7). Additionally, Dạ Hương will run a 20% discount promotion
for purchases both in-store and on e-commerce platforms during the first three months.
Considering these factors, we believe this pricing strategy will be both competitive and
affordable for customers.

d. Promotion

On promotion strategy, Dạ Hương's integrated communication plan over the year with the big
idea is "Bước đầu dịu nhẹ, bước tiếp tự tin," supported by three main campaigns. Firstly, the
goal for two months will strongly boost the Daily Fresh product, so the campaign will be
launched in October and November with the key message "Để ngày nào cũng là ngày của
em" to emphasise that Dạ Hương is a daily companion for consumers. Moreover, the
campaign will feature two main assets with a TVC named "Ngày của em," running for eight
weeks to ensure the key message and activities remain memorable throughout the campaign.
Additionally, Dạ Hương will host a university talk show tour and set up interactive booths,
along with a pop-up event in malls during the final week of the awareness phase. These
activities aim to inform customers about Dạ Hương's upcoming initiatives and provide
opportunities for product trials. Finally, supporting tactics will include KOCs/KOL sharing
and social media posts to further engage with the audience and boost visibility. Then, the
second campaign, focused on the New Year positioning Dạ Hương as the ideal health gift
with a TVC and Combo Gift Box including both Daily Fresh and Dạ Hương Tươi Mới x2
Hydration preparing for new products trigger in the coming year. Finally, the summer
campaign from May to July, will stress on summer concerns such as sweating and body
odour, presenting Dạ Hương as a solution for maintaining confidence. This campaign will be
highlighted by the Dạ Hương Splash Fest to convey the Dạ Hương key campaign message
and also increase the product trial for customers. Throughout the rest of the year, social media
posts will keep the audience engaged and reinforce the campaign messages (See Appendix
6-9).

PART 6: Forecast and Budget

1. Sales forecast

Market Share

In 2025, Dạ Hương plans to capitalize on the increasing demand from young consumers for
new, simple, and protective hygiene products. By promoting a more youthful and dynamic
brand image, the company expects a 2.5% market share increase in the young segments.
Moving into 2026, the focus will shift to enhancing customer experience by addressing key
pain points, such as increasing product moisturization. Additionally, expanding distribution
networks into remote areas is anticipated to contribute to a 2% market share growth. By
2027, Dạ Hương expects to benefit from established consumer awareness and loyalty, leading
to a more gradual growth of 0.5%.

Revenue
According to Bath and Shower Report 2022 by Euromonitor, for the year 2025, 2026 and
2027, the expected revenue for intimate wash grows fairly slowly, with 601.2; 648.7 and
 (6)
698.3 billion VNĐ respectively . With the expected market share mentioned above, the
estimated revenue for Dạ Hương would be calculated by multiplying the market share with
the total intimate wash market revenue, resulting in the number in figure 2.

2. Expense forecast
(20)
In Hoa Linh Company, the reported cost of goods sold is 60% of the total revenue .
Combined with the discount program fees; placing efforts in supermarkets, markets, grocery
stores; robust promotion in the year of 2025 and other operating costs, the total expense
forecast for Dạ Hương in 2025 is 297.644 billion. This indicates a 27.24% operating margin,
which means that with 100,000 VNĐ sales generated, the company can have a profit of
27,240 VNĐ.

Figure 3: Expense forecast for Dạ Hương in 2025

PART 7: Implementation and Control Plan
Figure 4: 2024 Implementation plan
Figure 5: 2025 Implementation plan
Figure 6: 2024 Control plan
 Figure 7: 2025 Control plan

PART 8: Contingency Plan

Figure 8: Dạ Hương’s contingency plan
The contingency plan above includes the potential risks to campaign effectiveness that might
happen during each phase of the campaign on the IMC plan, as well as provides the
appropriate action plan to take after to mitigate the effects. In the First Phase, low booth
participation and engagement on digital platforms pose the largest threats to the University
Talk Shows and event booths; proper advertising investment on different platforms and
online event backup are needed. As the TVC and gift box are the key assets in Phase 2, Dạ
Hương needs to quickly respond to risks related to the supply chain and misaligned
advertisements. When it comes to Phase 3, Dạ Hương Splash Fest is a significant activity to
attract potential customers, so that the marketing communication process and event planning
must be done carefully. In general, there are also general contingencies across all phases such
as budget overruns, brand image risk and regulatory issues. To control these risks effectively,
the company needs a budget allocation review and reserve fund, a detailed-oriented crisis
communication plan to manage the brand image risk, and legal evaluations with ongoing
monitoring to handle the regulatory difficulties.

PART 9: Reflection and suggestion

From things aforementioned in the proposals, the marketing strategy of Dạ Hương primarily
centered around three core elements: enhancing the customer experience with Dạ Hương
Tươi Mới: x2 Hydration and Dạ Hương Daily Fresh, utilizing a mix of digital and physical
touchpoints and focusing on connecting with young customers segment, especially in the
later stages of the campaign. Nevertheless, several factors could jeopardize the plan’s
success, like the ineffective implementation of online and offline activities,
miscommunication of product benefits, or brand messages being delivered in a way that fails
to resonate with the target audience. Moreover, insufficient financial resources could be a
significant risk to Dạ Hương. If the brand effectively allocates workload between working
departments, along with selecting appropriate representative KOLs/KOCs, and upholding a
consistent brand image and messaging across all touchpoints and phases, those will be the
elements that assist Dạ Hương in executing a successful campaign. Overall, the company’s
marketing plan is a multi-phased strategy focused on building brand awareness and trust
among target customers through diverse channels and collaborations, effective
communication, engaging experiences, and attentiveness to potential pitfalls.
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Appendix

Appendix 1: Dạ Hương's customer segmentation

Appendix 2 : Team’s surveys answers about using feminine wash with 120 participants

Appendix 2.1: Benefits desired and customers’ frequency of uses of feminine wash
Appendix 2.2: Customers’ top of mind feminine wash brands

Top of mind feminine wash brands are: Dạ Hương, Lactacyd and Intima Ziaja

Appendix 2.3.1: Customers description about Dạ Hương in 3 adjectives

Customers responded positively and attached the brand with good keywords “reliable",
“affordable", “benign"

Appendix 2.3.2: Loyal customers responded to the question “Do you find Dạ Hương
well-trusted and use the product? If there are things the brand needs to improve, what is it?”

40% of respondents answered that the brand needs to improve its dryness issues

Respondents think the brand image is too old and therefore, failed to attract their attention
and boost them to purchase
Appendix 2.4: Important factors when choosing to buy feminine wash products

With the origin from Hoa Linh Pharamceutical Company and including various natural ingredients in
product formula, Da Huong has many advantages to grow in this market when most customers choose
the factors of "reputable brand" and "safe ingredients".

Appendix 2.5: Customers’ most used and favorite feminine wash products
Appendix 2.6: Places where customers buy feminine wash products

Supermarkets and convenience stores are the two common place that customers most buy feminine
wash products. However, the distribution of Dạ Hương products at these place are very sparse
compare to its competitors (See more at Appendix 4)

Appendix 2.7: Customers’ willingness to pay for feminine wash products (for the capacity of 250ml)

The majority of customers willing to pay from 100.000 VND - 200.000 VND. Because of this, it will be
affordable for Dạ Hương to increase its Dạ Hương Tươi Mới: x2 Hydration product up to 55.000
VND
Appendix 3: Detailed description of Dạ Hương’s target audience

Appendix 4: Team’s observations about Dạ Hương product distribution in

supermarkets, retailers, pharmacy and convenience stores

(Team observation at Big C market)

(Team observation at Satra market)

(Team observation at Ministop)

 (Team observation at GS25)

(Team observation at Guardian - a major retailer in Ho Chi Minh city)

(Team observation at Hasaki - a major retailer in Ho Chi Minh city)

(Team observation at Pharmacity)

Appendix 5 : Dạ Hương’s Product Line (including Dạ Hương Tươi Mới: x2 Hydration
and Dạ Hương Daily Fresh)

(The new design of Dạ Hương Tươi Mới: x2 Hydration product)

- Original components of the Dạ Hương Tươi Mới product with functions such as
cleaning, brightening and anti-aging, etc.
+ Aloe vera: Helps soothe, deeply moisturize, anti-oxidant and maintain natural
moisture, cares for and nourishes sensitive skin effectively.
+ Chamomile extract: Deep cleansing, antibacterial, effectively prevents
inflammation and itching, while helping to soothe, moisturize, care for and
nourish the skin from inside
+ Mulberry extract: Anti-aging while nourishing and maintaining bright,
smooth and youthful skin
+ Menthol: Deep cleansing, reduces itching, helps eliminate odors, and gives a
fresh feeling
+ Vitamin E: Helps moisturize, stimulates collagen production, prevents aging,
helps skin always have natural moisture, and cares for and nourishes soft,
smooth skin.
+ Vitamin B3: Anti-aging, improves pigmentation, and nourishes bright,
smooth skin.
+ Vitamin B5: Maintains natural moisture, anti-aging, helps skin soft, smooth,
youthful
+ Collagen: Helps create elasticity, reduce wrinkles, and dry skin, supports skin
rejuvenation, giving skin a vibrant appearance.
 + Acid lactic: Keeps natural moisture, and balances ideal pH levels for Asian
women and boost the immune system to help prevent gynecological issues

(Image of Dạ Hương Daily Fresh products with 3 types for specific, different needs of
customers: Total Care, Moisture and Sensitive Skin)

- Components in Dạ Hương Daily Fresh product with a focus on daily cleanliness &
protection from gynecological infections:
+ Bioecolia: or known as prebiotic, it helps maintain the balance of the
microflora in the sensitive area, reduces the growth of harmful bacteria,
strengthens the natural self-protective barrier of the sensitive area, thereby
enhancing the effectiveness of preventing gynecological infections.
+ Bisabolol: Ingredients extracted from natural chamomile help antibacterial,
reduce inflammation, and itching, and lessen Candida albicans fungus, while
also helping to deodorize, soothe damaged mucous membranes, and
effectively reduce irritation.
+ Aloe vera: Helps soothe, deeply moisturize, anti-oxidant and maintain natural
moisture, cares for and nourishes sensitive skin effectively.
+ Thymol: cleaning, reducing inflammation, vaginal discharge, leucorrhea,
eliminating fungal itching, and helping to prevent gynecological diseases.
+ Betel leaf: Antibacterial, antifungal, anti-itch, odor removal and help prevent
gynecological diseases
+ Menthol: Deep cleansing, reduces itching, helps eliminate odors, and gives a
fresh feeling
 + Vitamin E: Helps moisturize, stimulates collagen production, prevents aging,
helps skin always have natural moisture, and cares for and nourishes soft,
smooth skin.
+ Vitamin B3: Anti-aging, improves pigmentation and nourishes bright, smooth
skin.
+ Vitamin B5: Maintains natural moisture, anti-aging, helps skin soft, smooth,
youthful
+ Collagen: Helps create elasticity, reduce wrinkles, dry skin, supports skin
rejuvenation, giving skin a vibrant appearance.
+ Acid lactic: Keeps natural moisture, and balances ideal pH levels for Asian
women and boost the immune system to help prevent gynecological issues

Appendix 6: Budget allocation for each phase in Dạ Hương’s 1 year IMC plan
- Campaign: “Để mỗi ngày đều là ngày của em”, conduct from October 2024 -
November 2024
- Campaign: “Tết dịu êm, thêm tình thêm thương”, conduct from January 2025 -
February 2025

- Campaign: “Fresh mỗi ngày, tự tin tràn đầy”, conduct from May 2025 - July 2025
Appendix 7: Dạ Hương’s 1 year IMC plan

Appendix 8: Detailed IMC plan of the campaign “Để ngày nào cũng là ngày của em” of
Dạ Hương
Appendix 9: Dạ Hương Splash Fest Line Up