1. Marketing
1.1 Marketing concept?

Marketing is a process of making a plan and implement policy product,
price, distribution, promotion and support of business goods, ideas or services to
conduct exchange activities to satisfy the purpose of the organization and the
individual (American Marketing Association -1985)
Marketing is the activity aimed at satisfying customer needs and their wants
through exchange processes interact. (Kotler 1980)
Marketing is the science of the entire business activities from production to
consumption, it needs based on market fluctuations or otherwise is taken to market
orientation ( Ansoff Marketing Research Professionals-UN)

1.2 Nature of Marketing in the 21st century

Nature marketing bases on core concepts: needs, wants and requirements,
product cost, value and satisfaction, exchange, trade, relationships and market ...
demand: the lack of a state satisfying basic (food, clothing, shelter housing, safety,
wealth,

esteem,...
Marketing focuses on satisfying the needs of customers by focusing on

understanding the market and focus on the customer. The first company to pay
attention to the needs of potential customers then go on to produce commercial
products or services created. Theory and practice of marketing is based on the
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customer use a product or a service that is only when they have a need or because
such products / services that bring tangible benefits to them. Two key aspects of

Marketing
stimuli

Other stimuli

Product

Economic

Price

Technological

Place

Political

Promotion Cultural

Buyer’s
Characteristics

→

Buyer’s
decision
process

Buyer’s
decision


Postpurchase
behavior

Purchase
amount

→

Brand
choice

To understand the needs and behavior of consumers clearly, we are going to
learn a particular product; that is P/S toothpaste.
2.2. Analyzing needs and behavior of P/S toothpaste consumers.
P/S toothpaste is a product of Unilever and it has been appeared very popular in
Vietnam market. The P/S product's current can be listed as:
Name of toothpaste

Uses

P/S Salt 120g

Helps prevent cavities and gum disease.

P/S Green Tea Extract
& Chamomile

Green Tea Extract & Chamomile help



P/S Kids Cao Cấp 35g

The unique formula mouthwash for healthy
teeth and fresh breath
Breakthrough with unique blue foam, it
helps to have whiter teeth after just 1
brushing time.
The formula contains calcium and fluoride
for baby. a strong and healthy teeth
The unique formula contains Vitamin E to
help protect gums. And calcium fluoride
helps prevent tooth decay and tooth enamel
strong

P/S Sensitive expert

Breakthrough Technology from UK for
sensitive teeth help to build strong teeth
and reduce sensitivity

About analysis problem and researching market, Unilever Vietnam has
implementated carefuly and thoughtfuly way right from the start of operations in
Vietnam. Because partnerships are referred to incorrect results and reality, it will
inevitably lose lots of business. From the practical to the rapid population growth, the
growth rate, economic growth is always positive to see Vietnam to be a country which
can potentially large market with abundant young manpower, resources ample to
mention is that "limestone" for toothpaste production.
According to the American psychologist named Abraham Maslow, people have
different demand levels. Demand is the lack of something that people can feel.

volume also different
When do they buy?
In the present time, every citizen's life is raise, the demand for dietary needs are
very high. On birthdays, public holidays, special events, they organize a party or
slobbering. Without dental care, the food, the drinks containing sugar, coffee and
tobacco are made gold teeth, tooth enamel damage, decay... The living conditions of
the people as they raise more attention to oral care. The market has more and more
vendors' toothpaste contributed to raising awareness of the people about dental health.
They buy the products when their toothpaste products is run out of or toothpaste
products which they are using are no longer appropriate, they need to buy new
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products. When they need to find the right product to buy themselves or family, they
are required to conduct information search and product comparison to the other to find
a product that suits them. On the other hand, Vietnamese people tend to be interested
in buying discount goods or products supplied. They buy a product which is together
with promotion, it is not because of cheaper products that fit the needs or use that
because they love and want to receive promotional product attached it. Therefore,
companies increase to do marketing and introduce new products with advertising,
leaflets, propaganda, and trial donate, donate brush with...
Where do they buy?
Consumers often buy at the retail and wholesale dealers, supermarkets ... For
products to consumers; the company should have a reasonable distribution policy.
With the status, high social class, they always select supermarkets and stores to buy
cosmetics. Simply because they feel that the products sold there have good quality and
the right price. Furthermore, these places have the counselor who can answer their
questions when looking for a new product. For those who have low incomes, they
choose to buy at dealers or traders, because they understood the price from the
manufacturer to the consumer through many intermediate steps and pushed up prices.

hypothetical customer always tells others about products or services that your
customers feel when using. Viral marketing describes a strategy to encourage the
personal spread of content marketing, advertising to others, creating a potentially
exponential growth in the spread and impact of the message as the virus.

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Such campaign take advantage of

fast replication to make a booming message

to thousands, millions of times.
But to create a Viral Marketing campaign is really effective is not easy, you need to
make the "virus" is its unique appeal; it must be personalized and is transmitted by
the collaboration "mutually beneficial".
Marketing and advertising virus is the term to refer marketing techniques using
social networking sites available to enhance the impact and brand awareness of the
public, through the process of self-replication of the virus, similar to the process of
self-replication of the virus computer.

3.3 Application in the way of Viral Marketing beverage products
3.3.1 Research product and Viral application method

Need to identify the product, the brand will do what nature viral marketing
is, what target customers’s characteristics is, from which we can approach
accordingly. . For example, viral products is a smart phone for male office workers,
we will consider the needs, their desires, and trailers can exploit aspects related to
hi-tech products. For example, the male office workers often want to show their
professionalism through a smart phone with the diverse utility office, they want to


We have to accept that with the spread of Internet marketing, the recipient's
response can be two-way: merit and limit; it is also good because the audience is
only interested in discussing objectively, they do not like cramming into the
flowery words trendsetters product. If you, or your clients desire a full viral
campaign with only good feedback, and they turn all the way to pass hard
comment, then honestly recommend looking to other forms of marketing
communications system inherently one-way communication.

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However, this does not mean to say that everything we float drift flow freely in
public, because we are paid to do and not to do marketing flies.

So whatever you do also need to take measures to control the spread of the
message to ensure that it provides a positive effect, even though she knew it was
not easy. If there are too many people blame, why not install some people on merit,
if the message is being misunderstood, why not find ingenious ways to correct, if
Google search on the name of the Event, seeing all the words from those who went
last year, just push back the negative results in page 2 by "bombing" a lot of good
propaganda about events on the site which engine preference. But the audience is
not the donkey, so we have to "fire" ingenious, if it is too revealable, it will add
fuel to the fire, and then mental preparation for another round of odiums of
netizens.
3.3.3 Collect data on outcome after Viral Marketing application

If at first, you define the goals, then clearly quantify; it is not difficult to
measure effectiveness. Internet marketers have an advantage as a result reflected in
the numbers very clearly provided by the system; we need not doubt the error level


...
Finally, do not ignore the statistical properties of the reaction of the

recipients of the message, the message affects the image of the master unit
message. Visitors demonstrated numerous viral campaigns are concerned, but the
words of praise audience will reflect the impact positive or negative campaign
brings.
It can be seen, Viral Marketing is the way many people want to go but not
everyone can be there. Especially in Vietnam, this trend is still new to the national
branding, creative community involvement, Viral Marketing designed not much.
However, we still expect the same with the serious investment of brands and
advertising companies, next time there will be many messages with scale and
quality is unsurpassed continue "spreading"...

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INDEX

1. Marketing.................................................................................................................2
1.1 Marketing concept?................................................................................................2
1.2 Nature of Marketing in the 21st century.................................................................2
2. Analysis of consumer demand, consumer behavior of customers for P/S toothpaste
products........................................................................................................................3
2.1 The concept of consumer behavior and behavioral patterns of consumers ............3
2.2 Analyzing needs and behavior of P/S toothpaste consumers ..................................5
3. Viral Marketing.........................................................................................................7
3.1 Viral Marketing concept.........................................................................................7
3.2 Nature of Viral Marketing.......................................................................................7