POM CUỐI KÌ- VROHTO

 tên môn - tên đề tài - tên nhóm - tên gvhd - tên thành viên nhóm
 outline
CHAPTER
INTRODUCTION
 Rohto Pharmaceutical Co., Ltd (lấy ảnh thương hiệu rohto 1 slide) is one of the
leading pharmaceutical groups in Japan specializing in health and beauty care
products. Founded in 1899 and now with factories in many countries across the
continent, Rohto is increasingly establishing its position among consumers
worldwide.
 Continuing the development of the group, Rohto-Mentholatum (Vietnam) Co., Ltd.
was founded in 1997 with the slogan "Never say never", "One team spirit",
"Connection for well-being". After 26 years of continuous effort and development in
the Vietnamese market, with many outstanding and familiar pharmaceutical products
for skin, hair, lips and not to mention... Vrohto.

 Vrohto is one of Rohto's famous eye care pharmaceutical products in the

Vietnamese market was introducted in 2010-2011, and the main factory base in
Binh Duong, VietNam, with a variety of product lines suitable for different eye
conditions:

 Product lines:
1 Eye drops - ROHTO DRY AID: Moisturize and protect the eyes from 8 million dry eye
symptoms.
2 Eye drops - V.ROHTO MINERAL TEAR: Supplement minerals and artificial tears to
moisturize and soothe dry eyes. Supports metabolic exchange in the conjunctival tissue,
helping to restore tired and irritated eyes.
3 Eye drops - NEW V.ROHTO: Improves eye fatigue, conjunctival hyperemia, itchy
eyes; helps prevent eye diseases caused by dust and sweat.
4 Eye drops - V.ROHTO VITAMIN: Improves reduced vision, blurred vision due to
fluid secretion, reduces eye fatigue, promotes cell regeneration, and supplements tears.
5 Eye drops - V.ROHTO DRYEYE: V.Rohto Dryeye eye drops moisturize and
supplement artificial tears to reduce dry eyes and soothe eye irritation from electronic devices
and the environment.
6 Eye drops - V.ROHTO LYCEE: Quickly reduces redness caused by eye fatigue, late-
night studying, and stress.
 7 Eye drops - V.ROHTO COOL: Refreshing and cool sensation helps dispel fatigue,
making eyes more alert and comfortable.
8 Eye drops - ROHTO ANTIBACTERIAL: Reduces eye infection symptoms such as
swelling, conjunctival hyperemia, and pain, along with anti-inflammatory effects.
9 Eye drops for children - V.ROHTO FOR KIDS: Neutralizes chlorine in swimming
pools, provides nutrients to the eyes, and quickly restores tired eyes.
( lấy ảnh 9 sản phẩm để vào gần đây nó có sản phẩm mới hũ kẹo á lấy luôn ) ai
thuyết trình phần này thì giới thiệu các sản phẩm thôi kh cần nói rõ từng công
dụng

CHAPTER
BRAND VALUE
a. Logos, taglines, fonts and trademarks.

taglines: “Thuốc nhỏ mắt V-Rohto Cho đôi mắt khoẻ đẹp
Rohto Group:
- Vision: "To be a Global Leader in the Healthcare and Beauty Industry"
- Mission: "We will strive to enrich the health and happiness of people worldwide by providing
innovative healthcare and beauty products, backed by world-class research and development."
-The core value of Rohto Group in general is "Health and Beauty for a better life", with the
vision to bring happiness and joy to people's lives. Rohto Group prioritizes health and
customer satisfaction.

V.Rohto:
- Vision: "To be the best trusted brand for eye care".
With that vision, V.Rohto has implemented the School Eye Care program to timely detect and
provide advice on eye-related issues for students and establish healthy eye care habits for
lifelong eye health.

In its 18th year of operation, the journey towards 2023 continues to be pushed by V.Rohto in
many primary, secondary, and tertiary schools.
- Mission: "We will provide the best eye care solutions and advice with the most advanced
technology and expertise, ensuring the utmost customer satisfaction and trust."
- The core value :Regarding V.Rohto in particular, the core value is "Healthier - More
creative". V.Rohto is committed to providing eye health and leading eye care advice to
customers. In addition, V.Rohto always values innovation and dynamism to apply the latest
advanced technologies and improve its products to meet customers' needs

Chapter
MARKETING ENVIRONMENT
1/ MARKETING ENVIRONMENT
- A marketing environment encompasses all the internal and external factors
that drive and influence an organization's marketing activities
1.1/ INTERNAL ENVIRONMENT

 Value system:
With the principle of "Bất ngờ thú vị-Happy Surprise" for the past 20 years, we
have not only focused on developing beauty and health care products but also
expanded into new fields such as regenerative medicine and science. Taking
care of your health with food,.. on the next journey.
* Never Say Never: always have the courage to be ready to face challenges and
difficulties towards a happy destination for yourself and the community,
bringing comprehensive health and a good life to everyone.
* One Team Spirit: each member is an important link of the team, all teams
have the same vision and goals. Connect and share with each other to overcome
obstacles and reach ever greater heights of success. Maintain the spirit of
enthusiasm and youthfulness to always have maximum energy to devote
yourself to work and freely play to the fullest.

* With the goal throughout our operations of “Vì một sức khỏe cho Việt Nam”
we are always looking for new cooperation opportunities and expanding
connections, at the same time, always renewing ourselves to can be more
confident and stronger in the journey towards sustainable development and
serving the community.

 Human resources:
Rohto-Mentholatum (Vietnam) is always interested in developing and training
human resources because they always understand that people are the decisive
factor for the success and development of the Company. Rohto-Mentholatum
(Vietnam) knows how to develop labour’s growth through advantaged policies:
Comprehensive personal health care insurance, annual leave and vacation
benefits, annual salary increase ,...
Technical, management, and accreditation staff are well-trained by Rohto to
work professionally and effectively. The company also regularly invites famous
experts to exchange and teach to improve the qualifications of employees, send
people to Japan to learn new techniques to help increase labor efficiency, and
research and create many innovations. Useful products for human life.
 Corporate culture
Working at a leading corporation in the field of pharmaceutical and cosmetics
manufacturing will certainly have many challenges but it will have many
opportunities to develop future career. What's even more interesting is that here,
with the bottom-up spirit, Vrohto always encourage initiatives, create
opportunities for innovation and empower young teams to achieve optimal
efficiency and productivity.
 Physical and technological resources:
After the Rohto factory in VSIP Industrial Park - Binh Duong was put into
operation in 1999, for many years, Rohto continuously expanded workshops,
warehouses, and production lines to make the factory operate effectively.
Providing enough products for domestic consumption and export needs. Rohto
also invests in an advanced eye drop production line with all production
activities carried out entirely by robots in a sterile environment.
Not only meeting the domestic market, products are also exported to more than
20 countries around the world, including demanding countries such as Japan,
the United States...

 Organisational structure

Board Of Manage

Research And Administration-

Business Communications
Development Accounting Factory
Department Department
Department Department
  Finance:
Rohto Mentholatum Vietnam company was established with investment capital
of up to 18 million USD.The eye drop market is in the hands of 3 brands:
V.Rohto is the leader with 60% market share, followed by Osla holding 14.2%,
Eyelight holding 2.1%, the rest belongs to other domestic enterprises. and
imported goods. Also according to IMS, the V.Rohto brand used to hold 73%
of the market share in 2011, but by October 2014 this number dropped to 67%.
Despite the decline in market share, V.Rohto is still considered the market
leader.
 Corporate culture:
Rohto-Mentholatum (Vietnam) wishes to welcome candidates who are talented,
have good ethics and are enthusiastic about their work. The company will create
favorable conditions to demonstrate capabilities, give opportunities and
challenge yourself with new tasks with the team. Besides, capacity and
experience are accumulated through comprehensive and in-depth training
courses. The working environment at the company is built on affection,
connection and sharing between colleagues.

2/ MICROENVIRONMENT
 Company: In 1996, the Japanese company Rohto Pharmaceutical opened
a representative office in Vietnam and 1 year later, in 1997, Rohto
Mentholatum Vietnam company was established with an investment
capital of up to 18 million USD, at the same time. bringing two eye drop
products Rohto Antibacterial and V.Rohto for Kids to the market. 2011:
 Invest in a fully automated eye drop production line using robots in a
sterile environment, worth $9 million to meet domestic production needs
and export eye drops to the US and Japan. … The same year, the
company launched V.Rohto Cool and V.Rohto Lycée eye drops.in 2014,
V.Rohto Dryeye and V.Rohto Vitamin eye drops were introduced to the
market. Up to now, Rohto-Mentholatum (Vietnam) Co., Ltd. has 2
pharmaceutical and cosmetic factories operating in Binh Duong.
 Suppliers:

 Competitors:
The competition for cosmetic manufacturing products is very large, because the
demand for this product is diverse and complex in the consumption stage.
Businesses need to accurately evaluate their competitors, research the market to
see the trends of their customers and competitors.
Though Vrohto is leading the market, the company still has competitors:
o Direct competitors: Eyelight, Osla, Refresh, GenTeal,

Vigamox…
Osla: With 24 years of establishment and development, this
enterprise has cooperated with German company AKAM to build a
domestic pharmaceutical factory according to European standards
and technology. In 2013, OSLA deep eye drops achieved sales of
30 million bottles, helping the company have the 2nd position in
the eye drop market. This same year, Merap achieved sales
exceeding the 500 billion VND mark, bringing great profits to the
company.
Eyelight: Eyelight is designed quite sophisticatedly and beautifully
like products in the perfume industry. Thanks to self-investment in
research and taking advantage of domestic medicinal resources,
 this product has a selling price that is only half the price of
V.Rohto. The strong competitive message is directly given by
Vietnamese manufacturers.

o Indirect Competitors: some products in the form of tablets have

appeared on the market. Though they dont have the same form as
Rohto but the usage

 Marketing Intermediaries:
Vrohto products have very diverse marketing intermediary channels that
perform tasks such as transportation, promotion, support, and customer
care:
Trade intermidiaries
Vrohto uses almost all distribution channels to sell Rohto eyedrop
products from small pharmacy to shopping centers, supermarkets,
convenience stores, and even online shopping. In addition, Rohto also has
support and incentive policies for intermediaries to create good long-term
relationships.
Transshipment Of Goods
Vrohto locates the nearest source suppliers to ensure highly efficient
production, storage and distribution processes ( hình )
Marketing Intermediaries
Rohto – Mentholatum in Vietnam has a highly qualified, professional
marketing team to research, collect customer information, and combine
the development of advertising programs to stimulate consumers.
The strategy that is considered the most important in gaining the top
position is that Rohto-Mentholatum quickly launched an over-the-counter
(OTC) eye drop product called V.Rohto.
Rohto-Mentholatum's marketing approach is quite similar to that of fast-
moving consumer goods (FMCG) companies. According to Entrepreneur
newspaper, to be successful in this market, brands must pay attention to
marketing and distribution systems. Specifically, on average, companies
use 30-35% of revenue for communication and sales activities.
Thanks to the advantage of foreign brands and strong spending on
marketing budgets, V.Rohto appeared continuously on prime time
advertising when it first entered the market, and heavily on leaflets, so
V.Rohto easily easily make an impression on consumers, not to mention
that at this time, communication activities of domestic eye drop products
have not appeared. Not only advertising, Rohto-Mentholatum also
participates in exclusive sponsorship of many Gameshows, major
programs on television and TVC advertising with dense frequency on
prime time frames to promote the brand. V.Rohto penetrates the market,
other eye drop products focus on treatment, simple packaging, this brand
especially emphasizes eye care and packaging design.
FINANCIAL INTERMEDIARY
 Because Vrohto specializes in selling cheap, fast-moving consumer
goods, most of these businesses do not use financial intermediaries to
support loans and financial support for customers.
General Public
Vrohto has nearly 100 years in Japan and 20 years in Vietnam. With the
reliable origin, variable modern technological equipment and mainly the
the support of customers, Rohto has been honored to receive are voted
and awarded by organizations and consumers such as "Typical
Enterprise", "High Quality Vietnamese Goods"...
Customers
Rohto's consumer market is very large. Most households and individuals
need to use this product. Besides, Government agencies also buy in large
quantities to ensure hygiene in offices, especially schools. Intermediary
trading customers are also one of Vrohto's largest consumers.

MACROENVIRONMENT
 Economic:
The economic environment plays an important role in the movement and
development of the market. Thanks to economic reform combined with
attracting foreign investment, Vietnam has now transitioned to a market
economy and become the most dynamically developing country in
Southeast Asia with GDP ranking 4th out of 11 countries in the world.
region. Income growth has had a great impact on people's consumption
behavior.
Therefore, marketing activities will pay attention to this market when
people's income tends to change positively.
Total revenue as of December 31, 2022 of Rohto company is 65,950
billion USD.
2014: Inauguration of the second production building in Binh Duong,
bringing total investment capital to 33 million USD.
 Rohto eye drops is certified by Guinness World RecordsTM as the
world's largest eye care brand (OTC) by current annual revenue.

 Political environment
In Vietnam, businesses are always established and developed in a stable
political environment, with clear legal policies, protecting both producers
and consumers with policies such as finance, currency, and revenue.
import... In addition, Vietnam also promulgates laws such as: Company
Law, Enterprise Law, Commercial Law, International Law... to create a
fair business environment.

 Cultural environment
With the mission of eye care for Vietnamese people, Rohto company
always focuses on developing diverse eye drop products to meet the
needs of consumers. Vietnamese people always say (2) “The eyes are
the window into the soul”, that shows how important the eyes to
vietnamese. However, Frequently looking at screens and being exposed to
blue light from electronic devices for long periods of time every day at
close distances makes young people (especially office workers) very
susceptible to common diseases. eyes, including dry eye syndrome. (1)
According to statistics from the Central Eye Hospital, in Vietnam, there
are about 4 to 6 million people suffering from dry eyes with varying
degrees and are showing signs of gradual rejuvenation. Facing with this
proplem, Rohto-Mentholatum (Vietnam) recently introduced an online
dry eye test on a website platform that is user-friendly.

 Technological environment
Vietnam has successfully built a legal corridor to develop the science and
technology market in the period 2011-2021. This helps businesses
quickly apply advances in science and technology into production lines to
increase productivity, reduce costs and improve product quality.
Rohto Company with a quality management system meeting GMP
standards should be granted GMP, GSP, GLP certificates by the Ministry
of Health - Drug Administration of Vietnam... The company's products
and production chains also meet other prestigious international quality
management standards such as ISO 9001, ISO 13485... This is a
pharmaceutical factory with the most modern eye drop production line in
the world, operating entirely by robots in a sterile environment.
 Natural environment
Geographic location: Vietnam has a favorable location in Southeast
Asia, helping businesses easily transport goods to other markets and
easily import raw materials from abroad. Rohto Group has established
operations in 15 major markets, with marketing and distribution
agreements in more than 150 countries globally. The group has two
manufacturing plants in Japan and six manufacturing plants across the
US, UK, China, Vietnam, Hong Kong and Indonesia.

Climate: Vietnam has a hot and humid tropical monsoon climate, easily
spreading pathogens through dust, emissions,..so, Vrohto accounts for a
huge amount of consumption thanks to its cleaning and disinfecting
features for eyes in dirty environment, especially in Pink-eye pandemic.

Terrain and traffic: The road system in the delta area is quite convenient
for transporting goods. Facing the problem of the natural environment
being increasingly polluted and depleted of resources, Vrohto has
developed a Sustainable Development Plan with the following programs:
1/ V.Rohto is having a program to collect and recycle empty V.Rohto
bottles to contribute to reducing plastic waste in the environment and
cooling the green planet.

Each V.Rohto empty bottle includes a bottle, product and small spout,
with a total weight of 5.13g of PET plastic - a safe plastic that can be
easily recycled. After recycling, there will be 4.7196g of PET plastic so
the loss rate is 8%. Imagine that with just 4 empty V.Rohto bottles, we
have the amount of recycled plastic equivalent to the amount of plastic to
create a 600ml water bottle - isn't this interesting? (Mỗi vỏ chai rỗng của
V.Rohto bao gồm chai cứu, sản phẩm và vòi nhỏ, với tổng khối lượng là
5,13g nhựa PET - loại nhựa an toàn và có thể dễ dàng tái chế. Sau khi tái
chế sẽ có 4.7196g nhựa PET lượng do đó tỷ lệ hao hụt là 8%. Tưởng
tượng chỉ cần 4 vỏ chai V.Rohto rỗng, chúng ta đã có lượng nhựa tái chế
tương đương với lượng nhựa để tạo ra một chai nước 600ml - điều này
thật thú vị phải không?)
2/ COMMUNITY EYE CARE JOURNEY 2023
 1 Hòa Bình

Hưng

 Demographic:
Ages: Everyone of all ages needs to use Rohto products to stay healthy,
from children, teenagers, to adults and the elderly. People in the middle
age usually use the purple Rohto product because it helps reduce and
soothe 8 typical dry eye symptoms, effective for severe and chronic dry
eye cases ( chèn hình thằng màu tím dô ). (xanh)With who uses lens,
especially for teenagers, V.Rohto Mineral Tear helps create a protective
moisturizing layer between the contact lens and the eye, making contact
lens wearing more comfortable, even after removing the contact lens....
Gender: Vrohto always targets all customers, including men and women.
However, the majority of customers are female because they are careful
and meticulous, so they care a lot about the health of themselves and their
families.
Income: Previously, most people with average and high incomes were
Rohto customers because they were willing to pay for health protection
products. On the contrary, only a small portion of low-income people are
customers of this product. However, due to the need for antibacterial
during the Covid pandemic combined with the campaign to launch many
versions with different prices, Lifebouy has successfully expanded its
customer base, targeting all audiences with all incomes.
Education: In the past, pupils, students, and the intellectual class were
big customers of eyedrop products because they were always educated
and aware of the need to maintain the eyes healthy. Later, Vrohto
expanded its market through propaganda programs, encouraging the habit
of washing hands regularly, so anyone who does anything, from manual
labor to mental labor, uses Rohto.
Family life cycle: Large, multi-generational families are Lifebuoy's target
customers. The larger the family size, the greater the consumption of eyes
sanitizer
Geographic: As of 2019, Vietnam has about 37.34% of the population
living in urban areas, the remaining population is in rural areas and
mountainous areas. According to research, the majority of Vrohto's
customers are urban residents and Kinh people; mountain residents and
ethnic minorities are less likely to use it.
 oCHAPTER...
SWOT Analysis
1. Strength
- V.Rohto has distribution channel all over Vietnam, and over the world
(Japan, Canada, Australia, Asia Pacific...).
- V.Rohto has a long history of development and creates trust.
- Enter the market early 20 years ago so V.Rohto easily captured the TOM
(Top of Mind) of consumers and the market share of eye care products.
- V.Rohto has large financial resources from the parent company. Total
revenues of Rohto Pharmaceutical in 06/2023 is 61.17 billion dollars.
2. Weakness
- Difficult to compete with sponsored local pharmaceutical companies.
- The ingredients in eye drops may not be suitable for everyone.
- There is still a lack of treatment delivery system (eye drops are prescribed
only by doctor's prescription).
3. Opportunities
 - Current recorded data shows that there are more than 3 million children
nationwide with refractive errors. Particularly at the age of 5-6, 10-15%
of children living in rural areas and 20-40% in urban areas are
nearsighted. Number drop eye user is inceasing as a result the demand is
increasing. This is the most important opportunity for V.Rohto.
- With the taste of consuming foreign products, Vietnamese consumers
tend to prefer foreign fashion products.
4. Threats
- New competitors: because of easy access new competitors are
continuously entering the market.
- New brands: day by day new brands are entering in Vietnam market. If
V.Rohto failed to establish its current brands and capture the new then it
will be a great threat.
- Copy products: many local competitors are making copy of brand
products selling those at cheap price. This is the biggest threat to the
image of the brand reputation and also for the customers.
- Consumer bargaining power: because of increased competition it may be
considered as threat.

CHAPTER:
STP Analysis
1. Segmentation

Group A Group B
Income Depends on family or smaller 8-25 million
8 million VND
Age 14-25 25-45
Occupations All kinds of occupations
Gender All Genders
Geographic All regions in Vietnam, more concentrated in places with dense
population.
Reason to Enhance and protect vision, treat symptoms of dry eyes and
buy eye fatigue.
Brings a refreshing and comfortable feeling
Psychograph Their lifestyle revolves Frequent usage of electronic
ic around attending classes, devices, such as computers,
studying, and completing can lead to eye fatigue and
 assignments. Due to irregular dryness. Eye-related problems,
sleep patterns and stress, such as dryness, itchiness, and
issues like eye strain and redness, can hinder their
dryness can arise. quality of life.
They engage in outdoor
sports, adventure activities, Maintaining a healthy lifestyle
and spending time with is often a priority for
friends. Factors like exposure individuals in this age group.
to dust, long hours in front of People in this age group may
screens, and environmental have children or aging parents
factors can cause eye to take care of.
discomfort.

Behavioural User status: occasional users, User status: regular users, with
with high purchase potential. certain purchase potential.
Loyalty status: Easy to switch Loyalty status: Less tend to
to more potential alternatives. switch to new alternatives.

2. Market Targeting
V.Rohto targeting students, and office workers who have a lot of contact with
computers and are born with nearsightedness who prioritize their health and
well-being and are proactive in maintaining good eye health. By catering to
consumers who value eye care as an essential aspect of their self-care routine
Besides, choosing the OTC (Over-the-counter) segment helps Rohto-
Mentholatum products to be consumed in large quantities and considered as
common consumer goods rather than drugs.
 3. Positioning
Lấy cái ảnh này này
high price

less function

many function

low price
 MARKETING – MIX ANALYSIS
1. Product
- Product packaging design: V.Rohto offers 9 types of eye drops with
different shapes and applies brand name to each product.

• Instead of a circular design with a white color scheme

representing the healthcare industry, V.Rohto eye drops are designed
to be eye-catching and attractive, with various shapes from diamond
to hexagon and different colors representing each product, making it
easy for customers to identify.
Products in the same coin will have the same name, which will help consumers
easily identify the relatedness of the products. Besides, it will save
advertising costs on brand building when new products will be easily
known thanks to the popularity of old products in the same line. Example:
V.Rohto Vitamin, V.Rohto Cool, …
In addition, V.Rohto's characteristic is its polygonal bottle design. This is the
point that makes V.Rohto unique, making it impossible for any
competitor to imitate.
- Product characteristics: V.Rohto's products are very diverse, and each
product has its own outstanding features and functions. V.Rohto products
have the familiar properties of moisturizing the eyes, supplementing
active ingredients and vitamins for the eyes. V.Rohto focus on
diversifying products to serve many different purposes for consumers
including: V.Rohto Vitamin(Improve eyesight, supplement vitamins),
New V.Rohto(Improves eye fatigue, conjunctival congestion, itchy eyes,
helps prevent eye diseases caused by dust and sweat), most recent new
product Candy for Eyes - ROHTO CLEAR VISION JUNIOR helps
support healthy eye protection, maintain vision and reduce the risk of
myopia
- CÁC VÍ DỤ SP MỖI SP ĐỂ 1 HÌNH MINH HỌA
2. Prices
- Establishing market prices:
- High market prices
- V.Rohto focuses on developing eye drop products for the high-end
customer segment and creating a competitive advantage with the goal of
dominating the market by setting high market prices.
- Competitive pricing strategy: reflected in the fact that V.Rohto often
prices its products equivalent to or higher than competitors' eye drop
products of the same type. V.Rohto ensures the quality of its products is
better than that of its competitors so it can compete on price. From there,
it helps V.Rohto compete more effectively in the market.
V.Rohto also regularly launches promotions and discounts to attract
consumers. This also helps V.Rohto retain customers and increase sales,
boost sales and create a competitive advantage over competitors.
3. Place
- Direct distribution channel: There is a sales
website(shop.rohto.com.vn) where customers can directly buy products
without going through any distributors.
- Indirect distribution channel: Although Rohto is a global company, its
products never have to travel too far to reach the end consumer, Rohto
makes itself a local company in each market in which it operates.
V.Rohto has distributed products to both physical retail outlets
supermarkets, agents, small stores, etc and online platforms. So that
consumers can quickly know the V.Rohto brand more. Accordingly, …
also consumes large quantities of drinks in a short period of time. In
addition, V.Rohto's main distribution channels are supermarkets,
shopping centers, pharmacies with 58,000 stores and hundreds of
wholesale customers nationwide.
 -
4. Promotion
1.1. Advertising
To penetrate the Vietnamese market, Rohto Mentholatum took advantage of the
opportunity and quickly launched a line of over-the-counter (OTC) eye drops
called V.Rohto. This strategy is very important, because it easily wins the trust
of consumers, OTC drugs are still safe and effective to use without a doctor's
instructions and monitoring.
Then, to support the launch of V.Rohto eye drops, the manufacturer also had an
extremely strong media campaign. VRohto’s ads appeared densely and
continuously, the advertising spots on television all fell during the "golden"
hour at that time.

After that, since 2014, V.Rohto regularly posts posters with messages about eye
health on social networks.
1.2. Sales
V.Rohto has launched promotional programs to attract customers to use its
products: Product discounts at sales locations, buy a certain product get some
gift,….
Recently Rohto combined with the movie DETECTIVE CONAN: THE
BLACK IRON SUBMARINE HÌNH MINH HỌA to launching a promotion:
When purchasing a receipt containing Rohto products from 150K, receive 01
Detective Conan Badge immediately.
In additional, the program WITH V.ROHTO RECOVERY AND RECYCLE
EMPTY BOTTLES in detail With 1 empty bottle, you will receive Hada Labo
facial cleanser 20g; With 5 empty bottles, you will receive a lovely notebook;
With 10 empty bottles, you will receive 1 Remos anti-mosquito cream 70ml

1.3. Public Relation

In addition to regular discount programs to attract customers at retail locations
and give away discount codes when making purchases, V.Rohto also organizes
a variety of contests, minigames, seminars, in collaboration with schools and
hospitals organize free eye testing... to increase sales
For the past 18 years, V.Rohto's Community Eye Care program has actively
traveled to 63 provinces and cities, providing eye examinations to 800,000
people and sponsoring 1,860 free cataract surgeries for disadvantaged people.
The 2023 journey continues with the name "SEEING IS HAPPINESS" and
has been expanding, reaching more people to participate in the program.
Accordingly, the program has increased the number of eye examinations and
surgeries to 5,000 and 500 respectively in 6 provinces and cities, including Ho
Chi Minh City, Quang Nam, Nam Dinh, Hung Yen, Hoa Binh and Hau Giang.
Up to now, the program has visited Ho Chi Minh City, Quang Nam, Nam Dinh,
Hung Yen and is continuing to move to other provinces and cities, bringing
hope and joy of "Seeing" to many people in need. need eye care.

1.4. Influencer Marketing

In recent days, people seem to have forgotten the "Miss" Hen and become
familiar with the "Hen volunteer soldier" - the person who travels back and
forth on buses delivering necessities to help people.
V.Rohto chose H’hen Niê to represent this program. This makes more and more
people know V.Rohto and trust eye clinics sponsored by V.Rohto.
 PROBLEMS, RECOMMENDATIONS
1. Problems
- There are many well-known brands who sales face various washes and
they relentlessly promotes their products through TV and Newspaper. to
stay in front of people’s eye where Rohto’s does not have a significant
presence with advertisement.
- Although V.Rohto has diverse distribution channels, there is a significant
product shortage at sales locations. Market surveys show that at cosmetic
retail stores and supermarkets, Rohto products are under the radar or not
available at all, making it difficult for customers to find the products they
want. This acted as a strong catalyst for lower sales of V.Rhoto's products
as they were difficult to find compared to similar products from
competitors.
- The market monitoring system is quite weak for Rohto. Generally,
supervisor or managers of sales in different areas overwatch activities of
dealers. But Rohto does not have enough manpower to keep the market
activities in continuous track. Territory officers are unable to conduct this
job as they have other responsibilities. As a result, poor monitoring
infrastructure results in low sales volume.
2. Recommendations
- V.Rohto needs to create more presence through advertising in the media
to gain awareness and trust of target customers. Such as advertising on
buses and taxis; Advertise on TV; Advertising by Poster, Banner.
- Rohto needs to ensure their products are available everywhere in Vietnam
so customers can easily find them without spending much time.
- Quantity, quality, and types of distribution channels are increasingly
diverse and constantly changing to meet the needs of buyers.
Understanding and strengthening distribution channels will help
businesses have appropriate development strategies to "push" goods to
consumers in the best way. Expanding distribution channels makes it
easier for customers to access products. V.Rohto needs to build e-
commerce stores on Lazada, Shopee and Tiki called "Rohto store".
- To properly monitor the market, supply and distribution channels need to
be reinforced with more manpower. Due to lack of sales staff territories
cannot be properly addressed and as a result there is always a significant
gap in the distribution channel that can be noticed in the shelf space of
different stores. Management boards need to recruit more sales staff to
increase sales and ensure proper allocation regulations.
- Distributors play an important role in increasing sales of any product. The
company should develop better relationships with distributors and
retailers by offering them more incentives from the company and also
create personal relationships and brand royalties.