ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Apple is most valuable global brand
Agencies look anew at Asia
Retailers underuse customer data
Brands face mobile shortfall
PC sales up in India
Turkey attracts global brands
7 Day Round-Up
The Warc Blog
P&G targets Vietnam
HANOI: Procter & Gamble, the consumer goods group, is attempting to strengthen its position in Vietnam, which is seen as one of the key emerging markets of the future.
The company re-entered Vietnam – listed among the "next 11" developing nations due for rapid growth – in 1994, a year after the US trade embargo was lifted, having been in place since 1975.
"Vietnam is a young culture, very interested in trying new things, so you don't have to be the 100-year incumbent to be able to win," Deb Henretta, group president of P&G's Asia business,
Indeed, some 45% of Vietnam's 90m population are under 25 years of age. Per capita income has also expanded from $220 in 1994 to $1,168 in 2010, the US Department of State has reported.
As well as this outlet, similar countries in the region, like Myanmar, are increasingly becoming the "growth engines" for Procter & Gamble, Henretta continued.
Unilever is currently the number one player in Vietnam's personal care and homecare segments, while Kimberly-Clark leads for nappies, as does Beiersdorf for skincare. Gillette, P&G's razor brand, holds the top spot in its category, however.
According to Euromonitor, the insights provider, sales of nappies, personal care, homecare and beauty products rose by 14% in Vietnam in 2011, to $1.4bn. Consumer spending will grow by 42% from 2012 to 2016, it added.
"Vietnam is the next upcoming market, and there's fierce competition," Oru Mohiuddin, an analyst at Euromonitor, said.
Alongside making considerable use of advertising on TV, the most important medium in Vietnam, Procter & Gamble has sponsored Vietnam's Got Talent, the entertainment series.
Its broader tactics include employing a boat in the Mekong Delta to access rural shoppers living on the water, selling low-cost lines like sachets of Downy Single Rinse laundry softener. "We want to win with all levels of consumers," said Henretta.
Thanks to research in over 100 homes, P&G discovered customers were adopting novel uses for its brands, like using Ambi Pur, its air freshener, on motorcycle helmets in a humid climate. It has even set up "spray stations" to promote this.
It also runs education programmes in schools, such as teaching students about the benefits of washing their hands, and offers healthcare and other services to poor communities, both of which can then be used to showcase its brands.
"They have to do this propaganda-esque process to eventually have a consumer who wants to buy their products," Ali Dibadj, an analyst at Sanford C Bernstein. "It's a time-tested tool that companies use."
Data sourced from Bloomberg; additional content by Warc staff, 9 July 2012
Marketers emphasise value
P&G wins Grand Ogilvy
P&G upbeat on Africa
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc