アブストラクト

Reflecting on the fifteen years since Colgate- Palmolive Vietnam’s (CPV) founding, Sam Schiro and Vivek Jain, CEO and National Director of Customer Development of CPV, felt they have established a good start on building Colgate global image in Vietnam and contributing to overall organic growth of CP in Asia. They then reviewed their major player position in oral care market with the initial success of Colgate 360O, Motion Toothbrush and Colgate Total. However, they tried to figure out the strategy to become the leader in Vietnam like they did in other Asian markets as Vietnam was enormously different and they were struggling to achieve that goal by investing more resources and efforts into this 93- million country. CPV’s entry strategy in 1996 marked a big investment from the U.S to Vietnam market after U.S normalized relationship with Vietnam and was promoted as a successful investment story to lead the other American companies in different industries ranging from finance, IT, healthcare, energy, education and media/entertainment. This case will study the typical strategy of industry entry and prospects offered to achieve the leading role in FMCG market share in Vietnam especially in oral care segmentation. It also helps to analyze the differences of Vietnam and other growing Asian countries and why CP retains the leading market shares in China, India and other SEA regions but not in Vietnam even though all of them have huge population, same religion and gain highest economic growth. This case is prepared solely by primary data, internal resources after the time the author worked for Nielsen and Colgate Vietnam. Case author also had opportunities to talk directly to different top management positions at CPV and business owners during the visits to different distribution networks across regions in Vietnam to observe the development stages at CPV and understand consumer insights nationwide. All the data and information is solely owned by CPV and Nielsen Vietnam and only served for author’s research purpose.

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