Principles of Marketing - TB Fresh Marketing Analysis

A3
GROUP 6
Phan Le Le Tran Le Vu Ly Gia Nguyen

Khanh Dieu Tu Khoi Han Bao Giang
Duy Nguyen
31211022220 31211022223 31211023642 31211021988 31211022120
Warm-up Game
not supposed to be drunk as
normal water
mouth washing
brings a cool fresh breath
children don’t like that
MARKETING-MIX
INTRODUCTION
STDP
TRAPHACO
About TB Fresh
• TB mouthwash is a product of the Traphaco brand

• Famous in the market more than 10 years ago.
• Natural ingredients are very safe cheaper than other
products on the market.
SEGMENTATION
TARGETING
DIFFERENTIATIO
N
POSITIONING
PRODUCT
PRICE
PLACE
PROMOTION
01
GEOGRAPH
IC
→ Most sales in the Northern Vietnam

A lot more sales in the urban areas.
Pharmacies, drugstores, hospitals, etc..
AGE
→ The TB fresh intended client is over the age of 15.
02 GENDER
→ Could be used for both genders.
DEMOGRAPH INCOME
IC Lower than average.
03
PSYCHOGRAPH
IC
- Appealing, as the package and label.
- Labels are more advanced
- Refreshing, fragrant flavor.
- Intended for metropolitan consumers with mid
to high income.
SALES STRATEGY: Buy original TB, get

a TB fresh for free.
TARGETING
Distributors: Long Chau pharmacy

Targets TB fresh to mid and high-end markets
TARGETING
Main customer groups:
- Customers have dental disease
- Customers older than 15
- Customers wants tender sensation of the
mouthwash
Undifferentiated marketing program

on national channel VTV3 with the
program 'HAY CHON GIA DUNG'
DIFFERENTIATION
SERVICE
Products are not sold
Training
Products
There directly
on sales
appear
are many but
in are
skills, in
health
promotions
programs
a year.TB CHANNELS
communication
distributed
Fresh hasthrough
on television
Many special skills,
the cool,
and for
offers
negotiation
light
health many distribution
and
fragrance
magazines.
members persuasion
suitable
Logo
based onwithfortwo
skills,
channels.
alphabet sales
people
""TB"Depending
policy,
with
membership make product
alevel. on
gentle
customer
knowledge,
easy location, products
especially
personality.
PRODUCT
to remember. will
new
products
be distributed
everydirectly
6 months. or
not.
PEOPLE
IMAGE
SERVICE Many promotions and
special offers for members
Not sold directly,
distributed through many
CHANNELS
distribution.
Depends on location Cool, light fragrance
suitable for a gentle
PRODUCT personality.
Suitable ingredients for
allergy-preventing.
Training employees every 6

PEOPLE
months.
Appear in health programs
and magazines.
IMAGE
Logo “TB” easy to
remember.
POSITIONING
c
• An alcohol-free mouthwash
• Limits the side effect of drying the oral
mucosa of alcohol-containing
mouthwash.
• Convenient to use.
POSITIONING
Strength:
• Prestigious
• Wide distribution
• The shining label and eye-catching packaging
Mission:
• Cover the entire market.
• Satisfy the needs of patients and serve the health care of
the community
POSITIONING
Positioning strategy
Length:
• Extend the popularity of familiar customers to enter more
market segments
Depth:
• Color and taste of the product always in conjunction
• Diversifying packaging specifications
POSITIONING
TB Fresh and Listerine in consumers’

perceptions:
• TB Fresh: adjusted lower price
product
→ Customers have more tendency to

consume TB Fresh
Product development strategy
New product research and

development strategy

Product portfolio development strategy

Follower strategy



Product line length strategy

Product portfolio
Length: Is the total number of items in all product categories of a

business, grouped by different product categories.
Product line depth strategy
Product portfolio
Depth: Represents the number of different items included in each brand of

each product category of the product portfolio.
One price strategy
One price strategy
One price strategy
This technique assists the organization in developing a reputation with

consumers, as well as in pricing and price control.
Bonus table for customers who join the
Annual Customer Club
One price strategy
One price strategy

Division method: indirect distribution
Branches grows with time since 2009
PROMOTION
PUSH & PULL Strategy
PUSH:
• Stimulate consumption (discounts, gift-giving, product giveaways).
• Highly profitable intermediaries.
PULL:
• Stimulate customer demand by
increasing advertising and
c propaganda about the
product.
Business
promotion
and support tools
Promotion Commercials
• Discounts • TV commercials
• Extra goods • Online commercials
• Gifts • Advertising in publications
Personal selling Media

• Territorial structure • Website
• Market structure • Magazines
• TV reportage
• Promote its strengths.
• Restructure new products
• Remove products with low growth rate
• Prioritize products with high competition and
market opportunities
• Conduct the developing strategy in the depth
RECOMMENDATIO • Improve distribution channel supermarkets
N (central and southern markets)
REFERENCES
Dinh Thi Xuan Hong (2014). DANH GIA HOAT DONG MARKETING
MIX NHOM SAN PHAM NUOC SUC MIENG TB CUA CONG TY CO
PHAN TRAPHACO TU NAM 2011 DEN NAM 2013.
Kotler, P & Armstrong, G 2011, Principles of Marketing. 14th edn,

Prentice Hall.
Traphaco. https://www.traphaco.com.vn/
Group 6
THANK YOU
FOR LISTENING!

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A3

Phan Le Le Tran Le Vu Ly Gia Nguyen

• TB mouthwash is a product of the Traphaco brand

→ Most sales in the Northern Vietnam

SALES STRATEGY: Buy original TB, get

Distributors: Long Chau pharmacy

Undifferentiated marketing program

Training employees every 6

TB Fresh and Listerine in consumers’

→ Customers have more tendency to

New product research and

New product research and

Product portfolio development strategy

New product research and

New product research and

Product portfolio development strategy

Product portfolio development strategy

New product research and

Length: Is the total number of items in all product categories of a

Depth: Represents the number of different items included in each brand of

One price strategy

One price strategy

This technique assists the organization in developing a reputation with

One price strategy

One price strategy

Personal selling Media

Kotler, P & Armstrong, G 2011, Principles of Marketing. 14th edn,

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