MINISTRY OF EDUCATION AND TRAINING

VAN LANG UNIVERSITY

SUBJECT: PUBLIC RELATION

FINAL REPORT

TOPIC: OMO BRAND

GROUP: 2

Dang Thi Thanh Phuong – 2373201081220

Nguyen Ngoc Minh Thi – 2373201081428

Luong Quoc Trung - 2373201082069

Table of Contents
Acknowledgements.....................................................................................................4
I. INTRODUCTION.............................................................................................5
1. History.............................................................................................................5
2. Achiverment...................................................................................................5
II. OVERVIEW OF OMO IN VIET NAM......................................................7
1. Markets and customers.................................................................................7
1.1. Market Potential:....................................................................................7
1.2. Urban Centers as Hotspots:...................................................................7
1.3. Beyond Households:...............................................................................7
2. OMO’s target customers in Vietnam...........................................................7
2.1. Individual Consumers:...........................................................................7
2.2. Industrial Clients:...................................................................................7
3. OMO COMPERTITOR................................................................................7
3.1. Within the Unilever Group:..................................................................8
3.2. International Brands:.............................................................................8
3.3. Domestic Brands:....................................................................................8
III. CAMPAIGNS.................................................................................................9
1. Unilever’s "Gieo yeu thuong, uom mam hanh phuc" campaign for
OMO, Wall's and LifeBouy (2022):.....................................................................9
1.1. Goal:.........................................................................................................9
1.2. Activities:.................................................................................................9
1.3. Strengths:................................................................................................9
1.4. Weaknesses:.............................................................................................9
1.5. Solutions:.................................................................................................9
2. Unilever’s "Vi mot tuong lai xanh" campaign for OMO, Comfort,…
(2023):...................................................................................................................10
2.1. Goal:.......................................................................................................10
2.2. Activities:...............................................................................................10
2.3. Strengths:..............................................................................................10
2.4. Weaknesses:...........................................................................................11
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 2.5. Solutions:...............................................................................................11
3. Unilever’s "Loi chuc hoa hanh dong – Lam ban mang dieu hay"
campaign for OMO Matic (2021):.....................................................................11
3.1 Goal:............................................................................................................11
3.2 Activities:....................................................................................................11
3.3 Strengths:...................................................................................................12
3.4. Weaknesses:...........................................................................................12
3.5. Solution:.................................................................................................12
4. Unilever’s "Trong cay, trong trai nghiem" campaign for OMO (2020):
12
4.1. Goal:.......................................................................................................13
4.2. Activities:...............................................................................................13
4.3. Strengths:..............................................................................................13
4.4. Weaknesses:..........................................................................................13
4.5. Solution:.................................................................................................14
IV. CONCLUSION:...........................................................................................14
References................................................................................................................15

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Acknowledgements
Dear Mr. Tho and Mrs.Minh, on behalf of the entire class, we want
to express our deepest gratitude for your dedication in guiding us.
You've not only imparted valuable knowledge in subject, but also
acted as our second parents, fostering a positive learning
environment that helped us grow, mature, and discover our
potential. We promise to strive for academic excellence and become
valuable members of society, never forgetting the impact you've
made. Thank you once again!

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 I. INTRODUCTION

1. History
Unilever is a British and Dutch global corporation world-famous in the field of
manufacturing and fast-moving consumer products including personal and
household hygiene care products, food, tea and beverages. from tea. Typical brands
Unilever's products are widely consumed and accepted globally such as Lipton,
Knorr, Cornetto, Omo, Lux, Vim, Lifebuoy, Dove, Close-Up, Sunsilk, Clear,
Pond's, Hazeline, Vaseline,... with revenue over millions of dollars per brand has
and Unilever is proving to be one of the most successful companies in the world in
the field of consumer health care (Personal Care). Together with Procter & Gamble
(P&G), Unilever currently dominates the world in products. As a multinational
company expanding its business and setting up many branches to dominate the
global market is one of Unilever's goals. Unilever was formed from the merger of
Lever brothers and Margarine Unie in 1930; headquartered in London and
Rotterdam; with key members being Michael Treschow and Patrick Cascau.
William Lever - a British citizen, the founder of Unilever, was the first person to
create the soap bar at the end of the 19th century.

Unilever Vietnam was established in 1995, which was also a step in the war
Unilever's overall strategy. Immediately after going into operation in 1995,
Unilever's famous products such as Omo, Sunsilk, Clear, Dove, Pond's, Close-up,
Cornetto, Paddle Pop, Lipton, Knorr... along with traditional Vietnamese brands
name is Viso, and P/S have been widely introduced and with the advantage of
perfect quality and reasonable prices suitable for the budget of Vietnamese
consumers, these brands have quickly become popular brands. the most consumed
goods in the Vietnamese market and with it, Unilever company has quickly become
profitable and earned significant profits in the Vietnamese market.
2. Achiverment
The OMO brand was born right after Unilever Vietnam was established in 1995.
The U brand promoted a completely new washing powder to the Vietnamese
consumer market, but the washing powder brand from the UK quickly took note.
makes an impression in the hearts of Vietnamese consumers thanks to its
outstanding colors and easy-to-remember names.
With more than 28 years of entry and development in Vietnam, OMO has become a
familiar brand in every family home.

From the early years, OMO has implemented a marketing strategy for the product
around the two elements White and Bright, and positioned itself as a ''Stain
Removal Specialist''.' OMO focuses on product quality, produces washing powder
with modern technology lines, researches the features of stubborn stain removal,
brightening, and durable clothing color. In the following years, the company in turn
launched product units dedicated to the needs of hand washing, machine washing,
perfume-scented washing powder,...

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In particular, when washing machines gradually became popular, OMO was one of
the first detergent companies to promptly launch OMO Matic washing liquid
products specialized for machine washing, with the ability to create little foam but
still clean, and at the same time remove detergent residue on clothes. The success of
the marketing strategy for the OMO Matic product group has greatly contributed to
OMO occupying more than half of the market share of the detergent industry in the
Vietnamese market.

Along with the prosperous development of OMO in Vietnam in particular and

globally in general, more than 28 years of presence in the market have helped OMO
achieve many achievements and campaigns that cannot be missed such as:

 The number one brand in the detergent market.

 More than 500,000 white clothes were collected. cleaned and donated
through the OMO show "White clothes for a bright tomorrow", 2002-2005.

 Each year, OMO together with the Unilever Vietnam Foundation spends
more than half a million dollars for social activities.

 OMO has built 103 international standard playgrounds throughout Vietnam.

 Since 2004, OMO Tet has become one of the core activities in business.

 Every year, OMO Tet has different themes and different activities, but all
the same exciting and meaningful.

 2003, OMO was the first brand to provide detergent for washing machines.(
give to date, OMO Matic has been recommended by more than 80% of
washing machine brands in Vietnam. )

 2004, OMO released a new formula that can clean even the stains on the
floors where it is difficult to wash. OMO has become an expert in removing
the most stubborn stains.

 2004, OMO launched OMO break - with a formula to clean even stains
the most difficult places to wash.

 2004, OMO introduced OMO Bleach, with a safe washing feature.

 2007, OMO Comfort with its long-lasting fragrance was introduced to

people consumption,.

 2009, with a new enzyme formula and technology that penetrates deep into
each fiber, OMO can remove difficult-to-clean stains more effectively than
ever.
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 II. OVERVIEW OF OMO IN VIET NAM

1. Markets and customers

OMO laundry detergent has strategically targeted the Vietnamese market,
capitalizing on the country’s robust economic growth and evolving consumer
preferences. Here are some key points:
1.1. Market Potential:
 The Vietnamese laundry detergent market generates substantial
revenue, estimated at approximately 4,814 billion VND per year.
 With a 6% annual growth rate, this market outpaces the average
growth rate in Asia (which stands at 3.6%). Information is set for
September 28, 2023.
1.2. Urban Centers as Hotspots:
 Major cities like Hanoi, Ho Chi Minh City (HCM), Da Nang, and
Hai Phong are pivotal.
 These densely populated urban areas exhibit strong purchasing power
and drive demand for laundry products.
 High-Income Premises and Busy Lifestyles. Urban residents, including
office workers, seek convenient solutions for their laundry needs.
 OMO targets these busy individuals who value efficiency and quality.
1.3. Beyond Households:
 OMO’s popularity extends beyond households.
 Hotels, hospitals, industrial parks, and factories also rely on laundry
services, creating additional demand.

2. OMO’s target customers in Vietnam

2.1. Individual Consumers:
 Demographics: Primarily mothers aged 25-45 years old.
 Family Context: These mothers have young children who are students.
 Residence: They reside in both urban and rural areas.
 Income Level: Their income is average or above.
 Concerns: They prioritize their children’s health and education.
 Usage: OMO serves their regular household laundry needs.
2.2. Industrial Clients:
 Business Sectors: OMO caters to enterprises in various fields, including
tourism, hotels, restaurants, healthcare, and education.
 Specific Demand: These businesses require batch laundry services.
 Quality and Cost: OMO meets their expectations for high-quality and
reasonably priced laundry solutions.

In essence, OMO strategically targets both individual households and commercial

establishments, recognizing the diverse needs of its customer base.

3. OMO COMPERTITOR

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OMO’s competitors include other laundry detergent brands operating in the same
segment or even higher. The laundry detergent market in Vietnam is quite unique,
largely due to OMO being a product brand under the Unilever conglomerate, which
owns not only OMO but also several other laundry detergent products.
Consequently, OMO’s competitors can be categorized into different groups:

3.1. Within the Unilever Group:

 Surf, Viso, and Comfort: These brands are also part of the Unilever
portfolio. Their presence contributes to product diversity in the market,
allowing Unilever to reach various customer segments with different
usage needs. However, most consumers still perceive OMO as a distinct
brand, leading to comparisons of quality among Unilever’s products.

3.2. International Brands:

 Tide and Ariel (P&G), Aba (Colgate-Palmolive), and Attack (Kao
Corporation): These well-established foreign brands have a strong
presence in Vietnam. Notably, Tide has a long history in the Vietnamese
market and enjoys widespread consumer trust.
3.3. Domestic Brands:
 Lix, My Hao, Net, and Duc Giang: These brands are domestically
produced. While their market coverage in major cities may not be
extensive, they have unique characteristics that appeal to certain
consumers.

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In summary, OMO competes with a diverse range of brands, both local and
international, each catering to specific customer preferences and needs.

III. CAMPAIGNS
1. Unilever’s "Gieo yeu thuong, uom mam hanh phuc" campaign for
OMO, Wall's and LifeBouy (2022):

In honor of the month of action for children and Vietnamese Family Day on June
28, three businesses, Wall's, OMO, and Lifebuoy, collaborated to launch the "Sow
love, Nurture happiness" campaign. The campaign was created in collaboration with
the Vietnam Association for the Protection of Children's Rights and top psychiatric
professionals to increase awareness for parents on the journey of caring for and
raising their children with love. Love and understanding foster a comfortable living
environment for children, particularly psychologically, allowing them to explore the
world, communicate socially, and express themselves.
1.1. Goal:
 Raise community understanding about the need to support children's mental
health. Encourage parents to use positive parenting approaches.
 Create a brand image for Unilever that is associated with social responsibility
and community development.
1.2. Activities:
 For children: Entertainment, life skills education, giving away books.
 For parents: Workshops, seminars, guidance documents, psychological
counseling.
 For the community: Propagate, cooperate with non-profit organizations,
encourage participation.
1.3. Strengths:
 The campaign employs a range of communication channels to reach a large
number of target audiences.
 Its message is practical and relevant, seeking to address a significant issue in
today's society.
 The community actively participated in the campaign, which had a
significant knock-on effect.

1.4. Weaknesses:
 The campaign may not have reached all parents, particularly those in distant
locations or facing challenging circumstances.
 The campaign's success in improving parents' parenting behaviours may not
have been specifically measured.
 Certain campaign activities may be pricey and have not been reproduced.

1.5. Solutions:

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  Collaborate with non-profits and authorities to broaden the campaign's
impact.
 Create parenting-related training and support programmes.
 Strengthen research to assess campaign efficacy and alter efforts as needed.
 Look for other financing sources to sustain and grow the campaign..
 Additionally, Unilever can apply some general solutions to its CSR
initiatives, such as:
o Strategy planning: Develop a clear, concise, and measurable CSR
strategy plan.
o Implement the campaign: Use a variety of communication
platforms to carry out the CSR campaign in an effective and
unique manner.
o Evaluate efficacy: Monitor the effectiveness of CSR initiatives on
a regular basis and alter tactics as needed.
o Reporting results: Ensure that the outcomes of CSR initiatives
are transparent and public.

2. Unilever’s "Vi mot tuong lai xanh" campaign for OMO, Comfort,…
(2023):

With the goal of developing high-performing goods that are better for people's
health, Unilever Vietnam formally launched the "Green Future" campaign for the
home care sector in response to World Environment Day. customers, while also
helping to address the issue of climate change by supporting sustainable product
packaging and conducting research to improve product compositions.
2.1. Goal:
 Promote the use of ecologically friendly washing products and increase
community understanding of environmental preservation.
 Plant trees and save forests to help Vietnam become a more environmentally
friendly country.
 Establish a brand image for OMO that is linked to sustainability and social
responsibility.
2.2. Activities:
 Collaborate with local governments and nonprofits to plant trees in cities and
provinces throughout the nation.
 Providing people with seed balls so they can cultivate plants at home.
 Plan community and student-focused environmental protection education
events.
 Make use of social media to inspire others to join the environmental
protection cause and to spread the word about it.
 Inaccessible forest regions can be seeded with seed balls using drones.
2.3. Strengths:
 The campaign aims to address a significant environmental issue and provides
a message that is both practical and meaningful.

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  To reach a wide range of target audiences, the campaign makes use of a
number of communication platforms.
 The community actively participated in the campaign, which had a
significant knock-on effect.
 Assist in carrying out Unilever's promise to sustainable development.
2.4. Weaknesses:
 The process of planting trees and maintaining forests is time-consuming and
costly.
 It's possible that the success of planting trees hasn't been precisely
measured.
 Certain campaign initiatives could have a restricted geographic reach.

2.5. Solutions:
 To broaden the scope of tree planting and forest protection, collaborate with
local governments and nonprofit organisations.
 Create sustainable and successful tree-planting models.
 Intensify studies to assess the value of planting trees.
 Plant trees in difficult-to-reach places by utilising modern technologies.
 Promote involvement of the community in environmental protection
initiatives.
3. Unilever’s "Loi chuc hoa hanh dong – Lam ban mang dieu hay"
campaign for OMO Matic (2021):
As a brand known for numerous community events aimed at people of all ages,
OMO has created its image, particularly during Tet vacations, through community
development programmes. Continuing to spread the "Dirt for Good" philosophy,
OMO has consistently organised community activities throughout Tet through the
"Happy Tet" campaign, with OMO's messages reinforced year after year. e.g.
"Getting dirty sow good things" , "Gratefulness turns into action" ,...

The programme urges families to get messy and plant trees together to ensure good
luck throughout the year and a greener Tet. Instead of taking children to "Pick Loc"
at the start of the year, which may quickly escalate into smashing trees and picking
branches, causing environmental and landscape damage, OMO will urge children
and families to meet together. The tree "Sowing Loc" was planted with the wish of
"making the whole year lucky and Tet more green."

3.1 Goal:
 Encourage practical actions instead of delivering typical New Year greetings.
 Increase public knowledge of the value of environmental and community
protection.
 Establish an image of OMO as one that values social responsibility and is
committed to sustainable development.

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3.2 Activities:
 Encourage consumers to share Tet wishes and commit to taking actual
measures on social media.
 Transform realistic wishes into meaningful action projects, such as planting
trees, cleaning up the environment, and assisting those in need.
 Assist customers in carrying out action projects by giving funds, supplies,
and linking them with non-profit organisations.
 Spread campaign messages and pictures across a range of communication
channels, including social media, television, and newspapers.

3.3 Strengths:
 The campaign's message is relevant and practical, aligning with Tet's
philosophy.
 The campaign efficiently uses social networks to distribute the message and
encourage community participation.
 The campaign inspires participants to take practical activities, making a
positive impact.
 It reinforces OMO's brand image as socially responsible and committed to
sustainable development.
3.4. Weaknesses:
 The campaign may not have reached all individuals, particularly those in
distant places or with limited social media access.
 The campaign's success in changing behavior and making a positive impact
may not have been explicitly measured.
 Some action projects may be difficult to sustain in the long run due to a lack
of resources or community support.
3.5. Solution:
 Collaborate with non-profits and local authorities to launch campaigns in
remote locations.
 Create a system to assess the campaign's efficacy based on metrics such as
the number of wishes communicated, completed action projects, and
beneficial impact on the environment and communities.
 Help nonprofits and communities sustain long-term action programs.
 Continue to encourage individuals to join in the campaign by organizing
sessions where they may trade, share, and learn from their experiences with
implementing action initiatives.

4. Unilever’s "Trong cay, trong trai nghiem" campaign for OMO

(2020):

Environmental contamination is becoming a severe societal problem that is gaining

an increasing amount of public attention. Faced with an increasingly significant

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pollution problem and growing awareness, customers in general, and young moms
of the Millennial age in particular, choose businesses that have a good influence on
their health. Environment, community. As a result, an increasing number of
businesses are rapidly adapting to satisfy the requirements of this demographic.
OMO, a well-known laundry detergent and liquid brand in Vietnam with the
attitude "Dirt is Good - Don't be afraid of stains," has helped moms overcome their
fear of persistent stains. Children learn a new lesson each time they go through an
encounter.

However, given today's polluted atmosphere, parents limit their children's

opportunities to play outside, particularly in metropolitan areas. The paradox is that
children cannot play in playgrounds designed for them.

4.1. Goal:
 Educate the community, particularly youngsters, about the importance of
environmental protection and tree planting.
 Encourage youngsters to spend time outdoors, playing in nature, and bonding
with their families.
 Provide opportunity for families to bond via tree planting activities and
outdoor experiences.
 Establish an image of OMO as one that values social responsibility and is
committed to sustainable development.
4.2. Activities:
 OMO works with schools, non-profits, and local governments to organise
tree planting activities in parks and public spaces.
 OMO distributes free seedlings and planting equipment to families that
attend the event.
 OMO organises nature-themed events for children, including outdoor
painting, exploration, and physical games.
 Campaign themes and imagery are shared through many means, including
social media, television, and newspapers.
4.3. Strengths:
 The campaign emphasises environmental protection and family connections,
aligning with existing community concerns.
 The campaign includes a variety of appealing activities such as tree planting,
environmental exploration, and encouraging children and families to
participate.
 The campaign leverages social media to promote the message and engage the
community.
 It reinforces OMO's brand image of social responsibility and dedication to
sustainable development.
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 4.4. Weaknesses:
 The campaign may not have reached all individuals, particularly those in
distant places or with limited social media access.
 The campaign's success in changing behaviour and having a positive
influence on the environment may not have been explicitly measured.
 Organising tree planting and experience events needs a significant amount of
human, financial, and material resources.

4.5. Solution:
 Collaborate with non-profits and local authorities to launch campaigns in
remote locations.
 Create a system for measuring the campaign's efficacy based on particular
metrics such as the number of participants, trees planted, and positive
environmental and community impacts.
 Seek sponsorship from organizations, corporations, and individuals to help
organize campaign events and activities.
 Continue to encourage people to join in the campaign by organizing
activities that allow them to exchange, share, and learn from their tree-
planting and environmental protection experiences.

IV. CONCLUSION:
OMO's successful advertising strategy is a harmonious combination of
effectiveness, meaningful messages and diverse media channels. As a result, OMO
has affirmed its leading position in the Vietnamese detergent market and become a
brand trusted and loved by consumers.

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References

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