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Copy of Trung Nguyen Annual Marketing Plan 2014

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Tra Tran

on 27 March 2014

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Transcript of Copy of Trung Nguyen Annual Marketing Plan 2014

Contents
Marketing Objectives
G7 - Trung Nguyen Coffee
Introduction
Situational Analysis
PEST
G7 3in1
Company
Forecasts
Customers
Competitors
Politics
Economics
Social
Technology
Vision
Mission
SWOT
G7 3in1
Coffee Shop
Market Potential
Sales Forecast
Common Characteristics
G7
G7 3in1
Target Customers
Product
Price
Place
Promotion
Monitors & Controls
Conclusion
G7 3 in 1
G7 100% soluble coffee
G7 Gu Manh
2,000- 4,000
VND/ sachet

• Franchise system: Trung Nguyen coffee shops
• Wholesalers: to retailers, offices, stores
• Retailers: supermarkets, convenient stores
• Online: Trung Nguyen’s website

New Channel: Office Canteen
Goals
Increase frequency and quantity
Spreading positive WOM

Activities
Advertising
: Quality of G7 and the extra value received if they buy more
Sales Promotion
.
Loyalty gifts
POS
Promotion.
POSM
, Promotional Gifts.
The Workaholics
Age: 25-39

Occupations
:
Managers
Employees
Businessmen
Use Coffee to:
Better focus
Wake up
Positive
Negative


Facilitate development
Focus on quality, diversifying products
Construct and affirm Vietnam's coffee brands in global market
Improve information systems
Be initiative in applying e-commerce

Policies from Government
help increase the competitiveness of coffee industry:

Private coffee producers continue to mingle
impurities
into their products and sell them to the market
ignoring the warnings
and strict punishments from the government.

Violation of Food Safety Regulations
Vietnam’s Robusta coffee has become a
popular product
used worldwide.

What Good?
Vietnam’s coffee exports reaching

1.7 million tons

with value of
3.76 billion USD.

What Bad?
Coffee price fell from 42,000-43,000 VND/kg to 36,000 VND/kg
Bad debts among coffee private firms

Bankruptcy during the first two quarters of 2013.
The VAT fraud situation among coffee intermediary firms
Coffee exporting activities to be stagnant
Huge increase in coffee inventories
Alerting a deeper fall in coffee price.
Climate change and pests

Difficulties in fertilizing and harvesting
 Low productivity and quality of coffee
Coffee Output in 2013/2014 Harvest is expected to decreased by approximate
9%

Coffee has been a traditional drink
A Vietnamese consumes an average of
1.25 kg

of coffee per year
Almost every Vietnamese is exposed to coffee from young to older generations.

They believe it provides with many
health benefits and energy for working.
Equipment is sophisticated and expensive that requires strong financial system.
Investing in machines is the fundamental technology competition and the core success factor of a coffee company.
Sources: General statistics office (2009), Toàn canh thi truong cà phê hòa tan viet nam (2013).
Sources: Coffee in Vietnam 2012, General Statistics Office 2009.
Majorly age between 18 and 40
At Various Education Levels
In Ho Chi Minh city, most coffee drinkers are
businessmen and students
, meanwhile they are
retirees and students
in Hanoi.
busy work or study lives
Strategy
Market Penetration
Source: IPSOS BUSINESS CONSULTING VIETNAM’S COFFEE INDUSTRY 2013


"To become the world's coffee leader"
Market Segmentation
Who drinks?
Where do they buy?
How do they buy?
Source: IPSOS BUSINESS CONSULTING VIETNAM’S COFFEE INDUSTRY 2013
When they use?
Source: IPSOS BUSINESS CONSULTING VIETNAM’S COFFEE INDUSTRY 2013

Where they use?
Why they drink?
Relaxers
Workaholics

Coffee Market
3in1 Instant Coffee Market
33%
32.2%
18.1%
16.7%
MAIN COMPETITORS
POTENTIAL COMPETITORS
Sources: Luữ, Ý. (2013), Phi, H. (2013), He thong Phân phoi. (2013), vatgia.com.
Souces: vatgia.com, Trang Lam. (2013).
POSITIONING MAP
Source: Survey
G7 3in1
market share increases
from 38% to 45%

Coffee Chain
3 new shops
launched in Ho Chi Minh City
awareness =
80%
satisfaction rate =
80%
4. Distribution efficiency
Time taken to execute orders
Transportation cost
2. Advertising efficiency
Before and after measure of attitude towards the products
1. Sales force efficiency
Number of calls per salesperson per day
Number of new customers per period
3. Sales promotion efficiency
 % of sales sold on promotion
 % of coupons redeemed
Group 3
1. Thai Kim Chi
2. Nguyen Minh Diem
3. Nguyen Bich Ngoc
4. Dang Thai Son
5. Trieu Thi Thom
6. Tran Thu Tra
7. Ta Yen Trang
1. Introduction
2. Situational Analysis
3. Marketing Objectives
4. Marketing Strategy
5. Supporting Marketing Programs
6. Monitors and Control
7. Conclusion
Marketing Strategy
Vietnamese coffee culture
High demand
Local but
very strong brand
Trung Nguyen
Trung Nguyen has a strong reputation and position.
Marketing plan aims to grow G7 and launch new coffee shop model.
To help Trung Nguyen obtain the objectives (become the world coffee leader and connect coffee lovers around the world), the plan is proposed along with supporting marketing strategies, monitor and control, and contingency plan...
It's time for Q&A
Group 3
Source: Euromonitor 2012
Source: giacaphe.vn
"To connect and develop coffee lovers around the world"
Students
Vinacafe
Nescafe
G7
Vision
"To become world coffee leader"
SWOT
G7 Coffee
Through direct sales, retailers, or Internet sales
Supermarket, retailers, subsidiaries, Online shopping
Brand name:
G7 coffee: 3in1, 2in1, Passiona, Cappuccino

• Reducing production costs
• Improve the competitiveness of the products of rivals
• Price is very diverse and suitable for many people.
• The price of G7 is still lower than Nescafe 3-5%

+selecting distribution channels
use multi-channel distribution (retail, wholesale channels, foreign markets)
set up branches in 5 provinces following points: Ha Noi, Da Nang, Ho Chi Minh City (Headquarters), Lam Dong, Dong Tho, Can Tho.
+ distribution policy
In 2006, Trung Nguyen has launched 500 G7 mart
the material was distributed in stores and dealer network of supermarkets across the country and many countries around the world.
Use a combination of push and pull strategies to build G7 position in the market:
+ Advertising
+ Promotion
+ Public Relation
+ Direct Marketing
Advertising
 + Exploitation of free advertising on social networking sites: Facebook , Youtube ...
 + Print advertising: posters, banners, billboards ...
 + Fund for competitions , conferences to promote their products .
 + Advertisement on the domestic and international publications (Marketing & family , TV magazines ...)
+ Participation in trade fairs.

Promotion
 + Has Vouchers, Coupons, ...
+ Create events in special days: Valentines Day, Women's Day, ...
Public Relation
 + Coordinate with Youth Vietnam launched program " same brand creative Vietnam " .
 + Coordinate with Youth Daily program "Vietnam 're small or not small "
 + Funding for the program : Growing Up ( for the poor ) , we are not insensitive ( support victims of Agent Orange ) , heart rhythm Connect ...
 + Organize the " ultimate festival G7 " to advertise the brand.

Direct Marketing
 + Traditional marketing direct advertising (newspapers, radio, TV)
+ Media direct marketing (E-mail, phone calls, social network)
+ Website of Trung Nguyen : trungnguyen.com.vn
Full transcript