May 5, 2021

Listerine
Final
Report
Counterlogical Marketing:
Nguyễn Ngọc Minh Hiếu
Ngô Ngọc Trâm
Nguyễn Thị Bảo Vân
Văn Công Đạt
Content 1 Introduction & Background.
• Introduction
• Background
• STDP

2 4P Analysis
• Product
• Price
• Place
• Promotion

3 Recommendations.
1. Introduction & Background

NO. 1 NO. 2 NO. 3

Introduction Background STDP
 TARGET CUSTOMERS
Young pioneers Home-carer
 Demographic:  Demographic:
- Age: 21-30 - Income: Middle class
- Income: Middle class - Has a family
 Geographic: urban areas  Geographic: urban/suburban areas
 Psychographic:  Psychographic:
- Active, energetic lifestyle - Lean towards products which are popular
 Behavioural: - Multiple-function products
- Cares about self-image promotion for their relationships, workplace  Behavioural:
environment - Buy consumer health goods for the whole family
- Tends to use products which are reviewed positively by their idols  Benefits: Products that cover various demands/options
(KOLs)  Motivations: Looking for a decent price mouthwash with big
 Benefits: Teeth whitening, fresh breath packaging for family usage
 Motivation: A cheap & effective mouthwash
 

 Differentiated
 125

100

2. 4P Analysis 75

• Product
• Price
• Place 50

• Promotion
25

0
 Product
1 Features

2 Attributes

3 Functional & Emotional benefits

4 Packaging
 2. 4P Analysis

Features

“Kill 99.9% of germs that cause bad breath,

plaque & gingivitis”

For a fresher & cleaner mouth than

brushing alone
 2. 4P Analysis
Attributes

COMMONLY USED INGREDIENTS 4 UNIQUE ESSENTIAL OILS The unique attribute

The core of Listerine’s formulation

Menthol
a “signature” smell, burn taste and color.
Menthol - a minty oil from mint leaves
Water, Alcohol, Sorbitol, Benzonic Acid,
…. Thymol-similar the oil from the Thyme

Extremely effective in antimicrobial action and have a

Eucalyptol - extracted from Eucalyptus
very distinctive minty fragrance.
Methyl Salicylate- inspired from wintergreen

“ natural formula, deeply penetrates to kill the bacteria

in the plaque biofilm“
 2. 4P Analysis

Comparison
 2. 4P Analysis

Benefits
Self-expressive benefits
“ I smell good, care for my oral health, i have confident
and beautiful smile with clean and Emotional benefits
white teeth. I am free to make friends and - Bring consumers a comfortable feeling that sets
achieve advantegs for myself. I am fabulous “ they free and confident to express themselves with
smell-good breath
- Build a good rapport with people around

Functional benefits
- Give consumers a quality product experience
- helps consumers have a healthier life and stay
connected with others

Functional attributes
 2. 4P Analysis

Packaging
1 Barbell shape

easy to handle by many hand sizes

2 Bottles

the most recycled plastic material in the world

3 Lids

quite difficult to open

Price
1 Product mixed pricing

2 Price adjustment strategies

3 Price changes

Retrieved April 2021

 2. 4P Analysis

Product mixed pricing

Sell products in bundle

Create & solve customers’ demand

• The customer has many demands, and one bundle can solve their needs
without going to another booth to buy.
• Some only recognize/remember their needs after seeing the bundle.
• At convenience stores, they sell the product with toothbrush or bath
sponge in case the customer is in need of home products but they donot
have time.

Strike to the customers’ desire of “buy more pay less” to boost sales
• As Listerine’s target market is started from middle class, they still
consider the cost before making decision. Therefore, this strategy is
suitable for Vietnam market.
 2. 4P Analysis

Price adjustment strategies

Psychological pricing Referencial pricing

Odd number (0.99, 9, 7,…) to make the Put “real target” next to the “bait” to
product seems cheaper. boost sale.

Affect customer buying decision to boost particular product.

 2. 4P Analysis

Price changes

Compare the price of 250ml product

Brand/ Listerine Colgate Plax Thái Dương Nước muối
Criteria Valentine Dr. Muối
Price 63k 57k 25k 15k

Size
variables 100ml~1L 250ml~750ml 250~500ml 750ml
Place 1 Do not have their own stores
 Save costs

2 Associates with E-commerce platforms:

Tiki, Shopee, Lazada

3 Available at major supermarkets, grocery

stores, cosmetic stores, pharmacies and
convenience stores

+ Wide variety, between waist and ankle

level
+ Less variety, eye level
 2. 4P Analysis

E-commerce platforms
Convenience
store

Small bottle: Traveling/ business

usage
Big bottle (250/500ml): special
offer (tote bag/ bath sponge)
 Bottom shelves: large & heavy items => more convenient for the customers to lift and carry
Left side: generate most sales
⅔ of sales occur between waist and eye level

Stores: People compare products horizontally (Tim Forrest, Pearl Resourcing)

Promotion
March 2020 January 2021
Dec 2016 - Jan 2017 ”Song series “ Tu Tin Cung GrabFood - collab
Dam An Chat” Listerine Cool Mint”

2007-2012
TVC 2019
“30s Tet Ven Tron” September 2020
series “ Mo Listerine”
2007-2012: 1: Advertising

TV Advertisement Popular, shown on TV programs in the golden

hour of the day.
• Messages: brushing alone is not enough.

3. Target group:
• Parents.

2: Sales Promotion

Brought some discount and coupon.

Dec 2016 - Jan 2017:
Campaign: ” Song Dam An Chat”
20k views
6.8k reacts on “Tho 7 mau”

Advertising Sales promotion Public relations

• MV of JVevermind eating his

• Selfie website: Sharing • Facebook pages: Tho 7 Mau,
favorite dishes.
selfie- receive gifts. Ngoa,…
• Message: be bold, eat what you
• Food court voucher, 80ml
love.
Listerine bottle, 40% off
• Major participators:  HuyMe,
code on tiki
Suboi, Thu Trang 
• Target group: food lovers.
2019: 1. Advertising:
• TVC ads: Prepare your teeth for a visit

series
to your girlfriend's house on Tet
holiday.
• Message: Fragrant breath, confident to
welcome Tet
“30s thay doi cho 2. Sales promotion:
• Challenge selfie with Listerine Cool

Tet Ven Tron” Mint to get vouchers.

3. Public relations:

Over 12M views • Collab with welax to post TVC to

reach the youngsters
• Post on popular e-newspapers: dantri,
kenh14, soha.vn, afamily.vn.

4. Personal selling:
• Give free sample at airport.
March 2020: series
“Tu tin cung 1. Advertising:
• Do not let the bad breath ruin your
emotions.
Listerine: Cool
Mint” 2. Sales promotion:
• Challenge selfie with Listerine Cool
Mint to get vouchers.

(Youtube ads)
3. Target group:

29.3M views • Young generation.

September 2020:
1. Advertising:
• TVC ads: Cool, refreshing peppermint helps you
show off at work and “score” with your crush.

series • Message: Add confidence, turn on attraction

“Mo Listerine” 2. Sales promotion:

• Kill 99.9% of bacteria with 4 natural essential
oils.

9M views • Reduce plaque, give longlasting fresh breath.

• Recommended by experts.

3. Public relations:
• Post on popular e-newspapers: kenh14.

4. Target group:
• Youtube users

• Younger workforce.
 2. 4P Analysis

Conclusion
 
Functional Emotional
2007-2012: - Mark a milestone and introduced products to a large number - Not too clear.
of customer.
TV Advertisement
- Persuade customer to buy through advertising and sale
promotion – buy in combo.

2016-2017: - Reach 18980 views on Youtube. - Message: Feel free to eat what you like without worrying
- 6.8k react on fanpage “Tho 7 mau” about the bad breath.
“Sống đậm ăn chất” - Leave a mark of the product on the customers. - Influent customer purchasing decision, especially food
lovers.
- Combine with KOLs for a spillover effect.
2019: - Educate the time needed for healthy oral care routine. - Focus on the first impression that changes other perception.
“30s thay đổi cho Tết vẹn tròn” - Benefit when using the product: reduce plaque, fresh
breath.

March 2020: - Reduce plaque - Don’t ruin the atmosphere by your bad beath.
“Tự tin cùng Listerine: Cool Mint” - Stronger gum health
- Deep oral clean
September 2020: - Promote fresh breath after use. - Save time doing personal hygiene but have outstanding
“Mở Listerine” result.

January 2021: - Send sample for users to try their unique attribute without - After eating strong smell dishes, the customer need an
“E-commerce collaboration” just saying. immediate product to stop bad breath. So, collaborating
with delivery corporation is a marketing change for user
insight.
 2. 4P Analysis

Conclusion

PRODUCT PRICE PLACE PROMOTION

• 4 essential oils are unique Price is quite high • Their placement strategy is • Listerine’s advertising
but Listerine did not • It’s just an alternative to based on different shopping campaigns with functional
promote them effectively. toothbrush needs, by making their benefit far outweigh the
• Too much alcohol in  Not match with its high products stand out among emotional benefit.
Listerine Cool Mint price. other competitors (even at • The customer already know the
formula. • The customer don’t will to convenience store) product but they have no
• Strong Menthol odor. overspend for “unfamiliar • Listerine products are also motivation to buy.
• Hard-to-open lid. brushing stage”. available in all medicos and
chemist stores.
 3. Recommendation

Recommendations
 3.Recommendation

Recommendation

Target group What Listerine has done What Listerine should do

• Age: 20-30 • Educate our target group about
• Campaigns on both functional &
• Urban areas
emotional benefits the importance of mouthwash
• Have a stable income
 Through analysis and exercise and the unique
• Care about oral health
Euromonitor report, promotions focusing attributes of Listerine
• Do not know about the
on functional benefits tend to be more • Initiate mouthwash exercise
differences among
effective
mouthwash brands

“Higher price with vague values” “Listerine offers superior value with slight price differences”
 Host Marketing 1. Target group:

contest
• University and post-graduate students

2. Purpose
3. WHY? • Create an environment for students to
• Previous campaigns even with the help of express their boldness in marketing
KOLs, customers still doesn’t aware of the ideas - ”Bring out the Bold” by
benefits Listerine could bring. Listerine
 This event will change customers’ • Educate public about the significance
perception of the brand, educate people in a of mouthwash in daily oral routine
friendly, interactive environment and remind and the USPs of Listerine
people about the “Boldness” signature of • Include promoting mouthwash
Listerine exercise in daily use
Adding frequent
Youtube Ads 1. Purpose

• Content: risks of having periodontal

diseases & USPs of Listerine (4
2. WHY? special ingredients, 99.9% germs
elimination, #1 dentist recommend…)
3. WHY?
• Listerine Youtube Ads isn’t frequent enough • Educate public about the significance
and hold little value in customers’ perception of mouthwash in daily oral routine
• -> More frequent ads with information about and the USPs of Listerine
health risk & Listerine’s superior value to • Include promoting mouthwash
alter their users’ perception exercise in daily use
THANK YOU!
Do you have any questions?