Page 557 - Ebook HTKH 2024

in District 3 (HCMC), or "Green Fair 2020" jointly organized by the Trade Union and
the Youth Union of the Vietnam News Agency (VNA).

Second, businesses also actively reduce product costs by participating in the
Vietnam Green Label program. This is a program launched by the State with the aim
of stimulating green consumption, promoting sustainable production and consumption,
creating conditions for manufacturers to invest in environmental protection activities,
and helping to reduce emissions. pollution, improve environmental quality. According
to regulations, production and business establishments of environmentally friendly
products, labeled with Vietnam Green Label, will enjoy incentives and support in terms
of land and capital; exemption and reduction of taxes and fees on environmental

protection. These incentives will encourage businesses to actively apply Eco-labels on
their products, creating double benefits. This is a green certificate that helps products
stand firm in the domestic market, as well as fulfill the goal of reaching out to the world,
especially in markets with strict environmental requirements like the EU, America.
3.3. Green promotion
Green promotion campaigns are usually divided into two main categories:

Environmentally friendly product advertising and environmentally friendly brand
positioning.
3.3.1. Environmentally friendly product advertising
With green products, marketing is often focused on the product's effectiveness
rather than the environmental benefits, because consumers are still easily affected by the
benefits they receive. Each product is launched by the brand with a certain message, but
most are aimed at solving customer pain points of family health protection. For small

companies with few products, advertising is mainly through social media by cooperation
with KOLs/KOCs, content creation on social networks, and co-operation with e-
commerce sites. These are popular ways of promotion today due to low investment, high
coverage and reaching a group of young women with a modern lifestyle. The most
notable are the bio-pharmaceutical soap products from the bio-pharmaceutical
cooperative with a tiktok channel that has 755 thousand followers and videos with more

than 10 million views.
3.3.2. Environmentally friendly brand positioning
If product advertising is the advantage of big companies, green brand positioning
becomes difficult for them, because having a foothold in the market means that the top
of mind is old chemical products. Businesses often choose to carry out community
campaigns to spread messages about green lifestyle, ensuring a safe and healthy living
environment for children, protecting forests and rare animals, etc. Unilever and P&G
continuously make strong commitments to align production with environmental

protection and sustainable development.
3.4. Green place
Considered to belong to the chemical industry, manufacturing sanitary products in
Vietnam also needs to comply with the Environmental Protection Law No.

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