Marketing – Comunication Omo

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS AND FINANCE

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ESSAY

TOPIC

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Marketing – comunication

 OMO

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        PROFESSOR: Phạm Thùy Nguyên Thủy

        STUDENTS:         Phạm Huy Hoàng

        Tống Thị Khánh Hoàng

        Hoàng Minh Hải Ngân

        Vũ Lê Tường Vy

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1. History:

After they had started running in 1995, the famous products of  Unilever such as Omo, Sunsilk, Clear, Dove, Pond’s, Close-up, Cornetto, Paddle Pop, Lipton,Knorr,etc. And the traditional labels of VietNam are Viso and P/s has been introduced with the advantage of excellent quality and suitable price for VietNam cosumers. One of them is OMO which is now head of detergant in VietNam.

The first day penetrate the Vietnam market, which opens with the Omo ads feature highlights his remarkable detergent. TVC is the most typical consumers interviewed about their experiences taking Omo detergent. Omo this time positioned itself as a clean white with the slogan: Omo - stain cleaning experts. Strategic positioning of this holy order, because when people think of the Omo, the characteristics they think of "clean white". With marketing strategies focus on the community, OMO have settled on a new level.

Omo strengthened brands and built customer sentiment towards the brand by organizing community-oriented programs such as "festive bags of talent", "OMO - white shirt bright future”, the festival "Million heart of gold"," happy prosperous New Year to do all year”, "Million golden heart to million hearts of gold" paint program schools in 6 provinces in remote areas, supporting 3,000 students home food festival,etc. The program has really brought practical benefits to society and Omo quick "score" in the eyes of the customer.

1. Causes Of Failure

What is OMO’s main media type and the successful throughout the usage process ?[pic 3]

1. Advertising

OMO prefer television, magazines.

• Television advertising :

Back to the first stage when OMO got into Vietnam market, customers were drawn attention by OMO’s advertisement which emphasized its excess detergent function. And the specific advertisement at the moment of OMO was television commercial, this is a kind of commercial which interviewed consumer’s expression when using OMO. Gradually, OMO was well-known to the Vietnamese and this brand was success in building “brand awareness”. Vietnamese customers had high perception to OMO.