New Marketing Mix using 7Ps with evaluation of the different strategies applied

by Vineco can be presented as follows:

1  Product:

- It is necessary to specifically divide the products according to the form and model
instead of just putting the brand name because this will make it difficult for customers to
identify the product they want to buy.

- Supplement a variety of vegetables and fruits, and have specific plans for preservation
when delivering products to consumers.

- Use simple packaging, harmonious colors, large and clear product names but still
ensure the uniqueness to increase brand awareness with customers.

- Develop a food related category such as PRODUCT KNOWLEDGE, HEALTH LIFE

MANUAL, COOKING RECIPE, and VIDEO CLIP which provides guidance on the use of
food to increase customer interaction and excitement with the product.
- VinEco has become different, and ranks first in the minds of Vietnamese
consumers, compared to rival teams and long-standing domestic supermarkets such
as Co.op and Co.op Food of Saigon Co.op, B's Mart, and Circle K. , Shop & Go,…
Because the group of customers that Vineco targets from all walks of life, the
"Convenience" is what VinEco focuses on first. The location interwoven in the
residential area helps Vinmart easily meet the daily shopping needs of consumers in
the fastest and most convenient way.

Chart of VinMart and VinMart quantity compared to other competitors in the market.

- Referring to VinEco, customers will immediately think of a brand of clean food that
is transferred from technology, engineering, seeds and agricultural equipment from
world-famous agriculture such as Israel, Japan, and the Netherlands... VinEco
provides organic vegetables and clean fruits and vegetables to the market according
to VietGAP, GlobalGAP standards. The strategy of clean products makes Vinmart
win the trust and love of customers.

- In addition to marketing product images, VinEco also creates sustainable benefits

for customers and diversifies types of services such as Cash Collection and
Household Market:

+ Price and promotion are the two main competitive factors of supermarket chains in
Vietnam. Mastering these two factors, the Vinmart supermarket system applies a lot
of daily promotions and special occasions to stimulate purchases.

For example: Vineco Tet 2018 promotion

+ Especially, when having VinID membership card, customers will earn points at
Vinmart system and Adayroi website (order value equal to or over 20,000 VND will
earn 1 point in card).

+ This point is converted to cash and deducted from purchase invoice for customers.
Although the price of Vinmart is still a bit expensive compared to other
supermarkets, with such a point-of-sale method, customers still feel that they benefit
and see as saving money for the next purchase.
 2  Price:

- In terms of price, a good thing we have done is that Vineco products are sold at
affordable prices and competitive to target mass customers, people of all levels. class in
society.

- Vineco still needs to update and closely follow market prices to promptly adjust and
catch up with product trends. It is always necessary to raise the prices of scarce, highly
demanded products in the market and lower prices for mass, competitive products with
our competitors.

3  Place:

- VinEco is currently sold exclusively at VinMart supermarket chains and VinMart +

convenience stores - This is the largest supermarket chain in Vietnam with more than
1,500 stores, present all over the country. country. This system helps VinEco to have a
stable output, ensure product storage conditions, help keep the freshness of agricultural
products when it reaches consumers.

- However, Vineco is still not allowed to rely on the number of stores and wide
distribution channels, but forgetting about product quality. We need to upgrade both
aspects including the number of stores and product quality, in addition to being export
oriented and competing with foreign competitors in the international marketplace.

4 Promotion:

- We should expand and develop more customer gratitude programs, increase the
interests of customers according to each loyalty level in order to retain old customers as
well as indirectly promote a friendly image and wholeheartedly. because customers
come to new customers.

- Increase promotional activities according to the events of the year, it may not need to
be too loud, but every time customers have a shopping need, they will feel they are
buying good deals during the promotion season. This has hit the Vietnamese
consumers like to buy promotional products.

- Change the look of the event promotion in a more eye-catching and unique way
instead of just the boring "Best Promotion" section
5. People:

- For the human factor, Vineco targets mass customers of all classes, so to serve their
needs, Vineco will sell products with relative quality, low prices. Along with an extensive
branch network, Vineco will surely be known by customers and choose to buy more.

- Employees - a very important factor in marketing because they are the direct service
providers. Thanks to the dense network of stores, we create more jobs for those who
have a need to find a job. In addition, our recruitment news is posted directly on the
website and is divided into a fairly specific "Recruitment" category, including recruitment
and training processes. Regarding salary and remuneration Vineco is not inferior to any
competitors - this is the internal staffing advantage that we need to maintain and
promote.

6/ Process:

- Vineco needs to make sure there is a proper process in place to minimize costs.
- In case customers feel unsatisfied with products or services and need to thoroughly
resolve complaints as soon as possible. Or when customers have some initiatives or
want to give feedback to VinMart + system to improve service quality and their own
experience, they can contact Vinmart Customer Care Center for answers and handling.
thoroughly.

👉 Vinmart Hotline +: 024 710 66866 (from 8:00 am to 10:00 pm daily).

- Customers can buy VinMart online on vinmart.com website or buy on VinID app. All
customers need are just clicks on the smartphone with Internet connection. Currently,
VinMart is applying many forms of payment to specific customers such as:
+ Pay with VinID points

+ Payment by electronic wallet

+ Payment by ATM card

+ Payment by VISA / MasterCard card

>> When paying, the selected products will be automatically collected by the
supermarket. It is then delivered to the location requested by the customer.

- To place an order, customers just need to select the shopping function built into the
app. Then, click on the items to purchase and then proceed to checkout. After only a
few hours, VinMart delivery team will deliver goods to customers.

- Along with this benefit, VinMart also has many attractive promotions. With bills from
500,000 VND, delivery will be free within a 10km radius.

- Mitigation can be the entire sales funnel, payment system, distribution system, and
processes and steps that play a role in ensuring your business is efficient. Vineco is
currently cooperating with 4 technology partners including: Kenlog, Marchegay, Sky
Greens and Kubota; and 3 vegetable breeding partners: Enza Zaden, Sakata and Bejo.
Having many partners in the import / production of products helps us to find the
cheapest, most stable quality source to ensure the brand.
 -

- Currently, Vineco's distribution channel includes 3 main channels including:

Supermarket Vinmart / Vinmart +, Sales for businesses and online sales to help us
maximize product sales, not be too dependent on the number of sales channels.

7/ Physical Evidence:

- On November 25, 2016, the food safety testing laboratory of Vingroup Group was
pleased to receive ISO / IEC 17025: 2005 certificate from the Quality Accreditation
Office - Ministry of Science and Technology. Up to now, Vingroup has invested in 02
food safety testing laboratories fully equipped with modern equipment in Hanoi, Ho Chi
Minh City and 18 Rapid Test Stations at VinMart supermarkets across the country. with
the goal of providing customers with safe and healthy food.
- This is an event marking an important development of the food safety laboratory
system, affirming the leading position of Vingroup in general and the VinMart
supermarket system in particular in bringing products. safe, quality to all Vietnamese
families.
- Vineco is now a famous brand in the clean food industry thanks to its stable quality,
reasonable prices and wide chain stores. Therefore, the number of Vineco customers
has surpassed many other competitors in the general market segment in Vietnam.

- However, just because good acknowledgment does not mean we are allowed to stop.
Vineco also needs to build a specialized section on those feedback so that they can
track customer opinions in a timely manner. Of course, like the promotion section, the
"Feedback from customers" interface of Vineco also needs to be built so that customers
can give specific opinions and reviews. Customer review interface should also be public
with good comments according to the 5 * rating system so that new customers can see
immediately when accessing our shopping website.