The paper “ Marketing Analysis of Univera in Vietnam, Wide Polarity Gap between the Culture of the Product and the Culture of the Vietnamese Market" is a worthy example of a case study on marketing. There is a growing movement towards personal development and aesthetic balance in Asian countries. The need for Asian women to beautify and keep their primes is apparent with the growing sales figure of personal health care and cosmetic products in the region. All it takes for a beauty product to succeed in the Asian market is to have a convincing product and a very good marketing plan that would separate the product from the competition.
This paper will evaluate the possible market reception of Univera’ s XTRA in the Vietnam market. In order to do this, the paper will evaluate the product features as well as identify the cultural profile of Vietnam to assess how XTRA will be successfully marketed in the country. Univera and XTRAUnivera is a Korean-owned ethnobotanical company that explores the medicinal properties of plants and herbs. Simply put, the company turns common garden plants into something very useful for the body as these raw components undergo a rigorous extraction process to synthesize and produce the medicinal properties of these plants and herbs.
The research capability of the company is intensive as it is able to effectively synthesize the raw elements found in plants like Aloe vera and turns these elements into potent drugs and food supplements that serve very specific functions. Univera became a global leader when it comes to science-based natural health products that promise renewed health and guaranteed results which made it very attractive to the global market. One of its products, the XTRA is marketed mainly for its unique product features which include: (a) promotion of vital energies as it contain bioenergetic elements that help the body optimize cellular regeneration and energy production at cellular level; (b) supports mental clarity and focus with its antioxidant contents that help eliminate toxins in the bloodstreams which increases the oxygen content of the blood pumped throughout the body, particularly through the brains.
This allows the brain to function well and sharp at that. XTRA is also preferred by the market because of its ability to help the body manage stress and to dramatically improve comfort and mobility. VietnamVietnam occupies the Easter Coast of the Southeast Asian peninsula with dense highlands in the northern part of the country and coastal lowlands and forests defining the southern borders (Goldman, 2009).
Vietnam is a country with more than 86 million people in 2008. About 29% of this population lives below the poverty line. The country’ s GDP in the same year amounts to about $90 billion with an average annual growth of 6.3% (Worldbank, 2009). The value system of the Vietnamese is based on four major principles that are yearning for a good name, love of learning, respect for other people, and allegiance to the family.
Vietnamese are not expressive of their emotions and thoughts. They are polite, well-guarded, and prefer subtle discords than open hostility and confrontation. The role of women in Vietnamese society is influenced by the religious movements that are popular in Vietnam, particularly Buddhism and Confucianism. Vietnamese society views women as subject to men. After marriage, women are not expected to work but are rather expected to become plain housewives and mothers.
Women are expected to submit to their fathers and their husbands and are expected to defer to men in general. Daughters are also expected to assist the parents in household chores and to protect their virginity (Goldman, 2009).