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DR THANH'S MARKETING

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by

Quyen Nguyen

on 31 August 2013

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Transcript of DR THANH'S MARKETING

DR THANH'S MARKETING
RECOMMENDATION
CURRENT SITUATION
Infrastructure: Built area : Office (6.037 m2), Plants (77.511m2), Warehouse (45.552m2)

Ambition “ to become Asia’s top 3 main business areas: beverages. instant food, plastic packaging

4P's
TARGET CUSTOMER
PRODUCT
4P's
4P's
4P's
PROMOTION
PLACE
PRICING
METHODS
Offset production costs, operating costs.
Achieving profit targets.
To maximize the market share in development.
Reasonable price when compared to prices of competitors.
Production cost
Price of competitors
Business objectives

Currently, Dr Thanh could be found every where at:
Supermarket, Street Vendor, Restaurants and School.

Super Market
Street vendor
PLACE
300 main distributors

Exporting to neighbouring countries

Use intensive distribution channel strategy
Name :
Loc
Age :
19
Occupation :
Student
Hobby :
Football
Favourite Food :
Fast-food
Love to:
Hangout with Friends, Sleep late and go out a lot.

-Evaluate old product.
- Improve the Quality of the product.


Evaluate Dr Thanh Product
Advantages:
- First brewed herbal tea for cooling.
- Suitable for Asian tastebuds.
- Made of 9 types of Herbal
- To Cool & Cleanse body and even reduce fever.

Disadvantage:
- The taste is not suitable for some potential customers.
- Some customers thinks that it tasted artificial.

Improve the Quality of the Product
Production
Standard of the products
Packaging

Recommendation for Pricing.
Bottle packaging with lower weight --> reduce price or large bottle packaging for a lot of people drink --> reduce expenses.

Give a promotional offer for those who buy in bulk --> stimulate demand.

Recommendation for Place.
Tourist Attractions
PRICING STRATEGY
1. Pricing higher than competitors to enhance the brand’s position.

2. Price is not too high to fit consumers.

3. Decline slightly to achieve the goal is to maximize the market share.

4. Have incentive strategies about price for particular customers.

PRICE LIST OF DR. THANH
BASIC FOR PRICING
Recommendation for Promotion.
Recommendation for Product.
Production
- Better grade of ISO
Standard of the products
Packaging
- New sizes
NEXT YEAR OBJECTIVES
Improving brand image
Public Relation:
Press release
Media tour
School excursions
Outdoor advertising:
Boxing columns at schools and parks

Advertising:
Celebrity endorsement
Traditional print ads
Facebook competition for new packaging design
Sponsor:
TV game shows (Vietnam's idol, Vietnam masterchef)
One of the most companies in Vietnam that spend large amount in communication and brand building.

Corporate with Ogilvy and Mather Vietnam.

Famous ads:
Positive:
- Jiggle theme song
- Emotional
- Life style: energetic
- Catchy slogan

Negative:
- Copy from Chinese brand

Target
- Increase on sale promotion
Discount - patronage rewards
Coupons
Contest - sweepstakes
- Less broadcasting and more narrowcasting

Internal

External
Push and Pull
Advertising
Sale Promotion
Point of purchase
- Display
- Demonstration

Price packs
Public Relations
Full transcript