Introduction:

Marketing is an important part of doing business. If a product is being produced and sold

in the market, but the customers does not have the demand or motivation to buy it, then the

product will not bring any value toward the producer and as well as the satisfaction of

consumers, that is the main reason why marketing was born.

 Task 1:

Marketing can be seen as the activity between selling and buying, is the formatting,

delivery and provide the features of the product that customers need and want to buy, that how

the customers understand and receive the value of products.

Marketing is the process by which companies create value for customers

It can be seen that customers always gain something from marketing. Because if it will

not, that marketing is not working and does not have any benefits. Total value customer will

receive in marketing is all of the features and benefits that users explored from the products.

Value for customers is not just the internal benefits of the product, it includes both

intangible and tangible value, bringing benefits to the consumer. But in order to have all this

profit, customers have to spend a few things from themselves. That will be money, time, effort

and spirit when buying the products.

Build strong customer relationship

Relationships are often defined as a series of episodes between the buyer and seller.

The content of each episode is a series of familiar communication behaviors that include words,

actions, gestures, and body languages (Tho, 2016).

Building a strong relationship with customers requires generosity, honesty and

advantage. Generosity is the belief of one party will act for the other. Honesty is respect the

other's opinion and statement. Advantage can be understood that is prioritize reputation.

Building a strong relationship with customers is very important in expressing the content,

substance and reputation of a brand.

 The stronger the relationship is, the more value for the consumer. If the customers

satisfied about the product, the brand will be more popular and gain more benefits in marketing.

In order to capture value from customers in return

The stronger the relationship is, the more profit for suppliers. The first thing they will gain

is monetary value and there is no gap between what customer pay and what they receive. Not

only monetary saving but also there are many different values that customer will receive with the

product.

Take Vinamilk as the example, as Vinamilks mission to deliver the freshest, purest and

tastiest dairy products, customers health will also be highly guaranteed. In 2015, with the threat

of having cancer caused by melanin that was contained in some other milk brand, Vinamilk

have promised to produce 100% healthy products. The slogan 100%, 100%, 100% pure and

fresh milk had gone rival and symbolized Vinamilk as the top 1 dairy product brand in Vietnam

since then. Another benefit that Vinamilk gained is the loyalty from the customer and reputation

with the mentioned slogan.

Vinamilk is now one of the top dairy product brand and achieved a lot of awards because

of their effective marketing strategies, including 4Ps strategies (Product, price, placement,

promotion). Vinamilk now has become one of the most consumed dairy product supplier in the

entire country. There is a high variety in term of product such as fresh milk, condensed milk,

yogurt and so on with many different flavors. The price for most products is reasonable, even

students or poor people can afford to buy them. Vinamilk is currently focus on setting up more

small store and showroom and as a result, you can buy Vinamiks product everywhere from the

street side to supermarket. In term of promotion, Vinamilk did a great job in enhancing packages

to attract more customers and the most targeted group is parents.

 Task 2:

Marketing has many ways to attract people to the products. The picture below illustrates

some trends of marketing are on top in the world.

PUBLISHED ON DECEMBER 14, 2016 BY DAVE CHAFFEY

As it can be seen, standing at top 1, content marketing is the most popular and effective

in top-rated digital marketing techniques 2017. Content marketing is the process of making and

sharing content of real profit to the community to attract the interest of a customer. Content

marketing can be done on: news, photos, videos, e-books, .... and more special highlights now

and the most modern style that attracts many followers is the infographic and case study. Take

Thailand commercial as the example of content marketing, they always make a special way to

advise their product. Thailand insurers have implemented emotional strategies for consumers

about their lives, not their emotions. Understanding this goal, director has gone against the

traditional advertising methods, by combining with young creative sources, and building new

promotional content, bringing the familiar feeling, close to people (Kim Hue, 2017).
 Standing at top 4, mobile marketing is also one of popular trends we can see in daily life,

not just passively inheriting the creative effects of mobile technology, but the mobile industry

has been trying to create more new tools for businessman and woman to carry out marketing

programs effectively (Quynh Ha,2011). There are many ways to do the mobile marketing: SMS,

PSMS, MMS, WAP, mobile video, application In example, Lazadas companies created their

own apps for smartphone. The first thing is there are some flash sale, the customers will be

attracted to buy the product by mobiles way immediately for fear of leaving the goods. In

addition, buying products through smartphone will be much more convenience for customers

(Lam Marketing, 2015).

Social media marketing is also one of effective method in marketing. is a free form of

marketing, highly effective and anyone can do it on social networks, forums, blogs, especially

Facebook, Youtube, Twiter,... (Hoan, 2013). In the other hand, social media marketing is a

collection of strategies and marketing plans aimed at social interaction between users through

social networking platforms, creating useful content for users to share through social networks

(Mai, 2016). Take Dove as the example, recently, Dove has post a video on Facebook and

received millions of attention from the online community. They also encourage user to tag their

friend, family to tell a story about an important person to them. Tagging someone in a post can

also be a great way to spread the information (Cuong Nguyen, 2015).

Marketing develops quickly and some trend of marketing can be improved more in the

near future.

The first trend can be seen that has most effective changes is digital marketing, is a

strategy for using the Internet as a medium for marketing and information exchange. Some

company are looking forward to producing some products that will help in digital marketing.

Expected in 2018, Google tend to produce a chip called master micro-moments. It is highly
deterministic and can accurately assess what the customer expects of the brand with reliable

information, regardless of the time or place (Nguyen Hai, 2017).

Secondly, Social media marketing is once again mentioned in top trend to act on in

2018. Chatbot will be one of all application will be promotion in the future. Nowadays, customer

care has turned to calls and email to social networks. Users need immediately answers, so they

go to social networks at any time for their convenience. The sooner you responded, the sooner

you are satisfied Chatbot is an automated answering application that can simulate real-life

messaging. If you are not familiar with chatbot, you need to find out soon about this technology

and the important benefits that it can bring to your campaign (Ha Nguyen, 2017).

Finally, a new trend of marketing that is livestream sponsoring will grow more in 2018.

Instagram is a popular application and used by billions of people around the world. Many

company choose Instagram as an application to do the marketing. It is a smart way that

advertisement is always posted on the story of Instagram where users access most. Not only

that, Instagram also update livestream mode so that people can use Instagram to record live

video. That is one new way of marketing.

 Task 3:

a. The structure and operations of marketing departments of Vinamilk:

The structure of marketing department splits into 4 large groups: CMO, Marketing

Director, Vice President Marketing, Marketing Manager.

Chief Marketing
Officer
Marketing Director
Marketing Vice Director

Marketing Manager

Social Media Marketing Marketing Marketing

department Researchers Assistant Coordinator

The hierarchy above illustrates the structure and operations of marketing departments of

Vinamilk. It can be seen that, Chief Marketing Officer (CMO) is the most powerful position.
Under the support of the director, CMO plays an important role in contributing strategies,

developing marketing strategies, managing the entire of marketing department and combine all

of the results to the Board of Directors (BOD). Besides, Marketing Vice Director has

responsibilities to decide the marketing strategy with Marketing Manager, and determines the

media which will be used for marketing. This department also has to report the results to

director. On the other hand, Marketing Researchers has responsibilities to provide market data,

research consumer behavior, choose the advertising technique and evaluate marketing

effectiveness. Under the requirements of the manager, social media department has to develop

the internet marketing services such as social internet advertisement, companys websites. The

duties of Marketing Coordinator are include researching and evaluating market trends,

coordinating marketing tools and creating content on the web, email or social networking site.

Last but not least, Marketing Assistant has responsibilities to support the managers during all of

working process. General, Vinamilk is success in making a professional structure of marketing

department.

b. Vinamilks marketing processes:

Vinamilks marketing processes separate in 4 steps:

Analysis
Understand the needs of customers and marketing position

Planning
Make a marketing strategy based on customers orientation

Marketing Mix
Offer superior value based on marketing programs

Implementation & Control

Execute product creation, media plan, marketing implementation and
control the revenue

Situation analysis:
 Situation Analysis, on the other hand is SWOT, is understand the need of

customers, include their strength and weakness, the company opportunities and

threats. Vinamilk has researched and collected carefully the date about what

customers need and wants, include marketing place, consumer age. Situation

Analysis is one of most important part so the company has to critical research.

Marketing Strategy:

After situation analysis carefully, Vinamilk has gone deeper into analyzing

customer needs not only based on age but also on preferences, characteristic

and behavior of customers. From that, vinamilk produces many different products
to suit the needs of customers. Vinamilk's products are abundant and diversity

such as fresh milk, milk powder, cream, yogurt, include labels like Vinamilk,

Dielac, V-fresh,

Thanks to its achievement and strategies to serve the needs of

consumers, Vinamilk is always at the top of the beverage brand and trusted by

customers for long-term use. In addition, vinamilk has achieved national brands

by Vietnamese Government four times.

Marketing Mix:

According to E. Jerome McCarthy, marketing is classified into four basic

activity groups that have become extremely popular, including product, price,

placement, promotion, called the 4Ps. The first P is product, including tangible

things and invisible things. The look of a product includes the characteristics of a

particular type of product or service and how it relates to the end of consumers.

Price is the process to reach at a price for a product, including sale and discount

the product. It is not necessarily cash, it can be anything exchanged for a product

or services. Placement is the position of selling products, requires the

convenience in order to reach to the customer's eyes. The last thing of 4Ps

process is promotion, is advertising products, selling incentives to attract the

attention of customers to the product. (vi.wikipedia.org)

Vinamilk has done successfully the 4Ps marketing.

The product of Vinamilk is produced in order to suitable to the

requirements of each age. Not only that, Vinamilk's products are diversified with

200 kinds of milk and dairy products: powdered milk, nutritious powder, fresh

milk,
 In terms of price, vinamilk has remained stable in price from 2008 till now,

it is only 1/3 compared to foreign price. Therefore, Vinamilk's revenue have

increased significantly from 24.3% in 2006 to 31.7% in 2008.

As I mentioned, about the placement, there are 1400 level 1 agency, as

well as network spread throughout the country with 5000 agencies and over

140.000 retail stores are selling Vinamilk products. Therefore, the selling

expenses of Vinamilk in the first nine months reached VND4,506 billion.

About the promotion, Vinamilk has a lot of powerful advertisings

strategies, including tradional and digital marketing as I mentioned earlier,

organizing community activities and charity, promotional price, and finally is

personal sales.

Implementation and Control:

In this step, Vinamilk evaluates the results of the strategy and marketing

plan and corrective actions to ensure that the objectives are achieved. More

specific, Vinamilk has applied a variety of promotion programs in various forms

such as discounts, incentives for customers who are members of Vniamilk,

redeemed gifts when collecting a lot of gifts, up 15% but the price of milk powder,
 reduced 150,000 VND and donated 1 box of carrot 200g when buying a carton of

Vinamilk powdered milk ... most recently in summer 2012, every time a whirlwind

milk purchase. Based on that, Vinamilk has built a strong relationship with

customer and get a lot of consumers trust in long-term using.

About the control, the management resources is responsible for quality in

the production process: the quality management department at the company;

quality control rooms at factories. On the other hand, with Vinamilk, the current

goal is to reach $30 billion in revenue by 2017, while increasing domestic market

share from 50% to 60%. Therefore, improving the quality of milk is crucial; the

priority is placed on the top.

c. The different roles of marketing between B2B and B2C:

B2B B2C

Size For providers: have 5 core Very wide, but Vinamilk not

suppliers, supported by local only attention on local people

areas and foreign areas but also on foreign.

For merchants: have 1400

level 1 agency, over 140.000

retail stores.

Marketing strategies Vinamilk focuses on E-commerce business, and

maintaining relationships, there always have staff

monitoring machines and support offline and online for

applying advanced customers.

technology.

Purchasing process Single purchasing Multi-step purchasing

 process step and short process and long sales cycle.

Traditional marketing
sales cycle.
Digital marketing.
Take part in many securities

exchanging with a specific

end goal to searching for

foreign material

Work with the distributor by

selling the product directly

and managing the

application.

Purchasing conclusion It took a long time to deal a If the products are required to

contract customer needs, there is no

Based on customer consideration. Therefore, it

requirement and the based on customers interest

company funds. and company reliability.

Brand Equity Successful in bringing the Top of strongly advertisement

product to foreign country, The selling expenses of

successful in product, price Vinamilk in the first nine

and delivery time. months reached 4,506 billion

VND, they gained over 4,500

billion VND of selling

expenses, up to 1.235 billion

VND as advertising costs.

Customers profit Because of high quality and Lower than B2B because of
reliable product, so that lower cost and aggressive

customers buy and use market.

products in the long term.

 Task 4:

Marketing department is one of the major factors of a company. In Vinamilk, marketing

department play an important role in doing marketing activities, advertising, so that customers

know the product and brand of the business. Not only that, marketing department also has

responsibilities to help the companys business profitable. One of reason that support the

business of the company is Vinamilk has an extremely solid administration and marketing

programs. The interrelationships between marketing and all of these functional units is

described the production of Vinamilks milk very well.

On the other hand, marketing affects and connect a lot with other part of Vinamilk.

The first part is Accounting department. While the company are in the planning process,

giving and developing strategy, after co-operate with accounting department, the marketing

department will know the management, the controlling the source of capital and the budget of

the company of in whole marketing process.

Secondly, the human resources (HR) department will connect with marketing

department in recruiting, training, evaluating performance and motivating staff. The department

has responsibilities to evaluate and guaranteed about the quantity and the quality of employees.

HR is responsible for organizing business meetings, seminars on behalf of the company to build

relationships with other businesses and the social media. HR also plays an active role in helping

marketing department to develop the business planning and marketing.

Last but not least, the production process is also the main key in making marketing

strategy. The marketing department needs to be noticed carefully through the production

process of each part. From that, the company's strategy implementation can achieve the best

results.
Conclusion:

I have finished this assignment. In this report, I explain carefully about the definition of

marketing and take Vinamilk as an example. Then, I discuss three marketing current trends in

the world and three trends that may be possible in the future and giving example each trend.

After that, I describe and explain the structure and operations of marketing departments of

Vinamilk, include marketing process (analysis, strategic planning, and the marketing mix) and

the differences between B2B and B2C. Finally, I explain the important of marketing department,

how it effect and interrelates with other functional departments of Vinamilk.

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