ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Essentials

Submission date 20 August 2020 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name NGUYEN THI NGOC SANG Student ID GBD191247

Class GBD0804B Assessor name NGUYEN PHUONG DUNG

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

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Unit 2: MARKETING ESSENTIALS
Assignment 2 – Marketing Mix

Assessor’s Name : NGUYEN PHUONG DUNG

Student’s Name : NGUYEN THI NGOC SANG
Student ID :GBD191247
Class: GBD0804B
 TABLE OF CONTENT:

I. INTRODUCTION------------------------------------------------------------------------------------------------------ 1

II. MARKETING PROCESS AND OBJECTIVE-------------------------------------------------------------------- 2

1. Marketing process :----------------------------------------------------------------------------------------------- 2

2. The objective of Givral:----------------------------------------------------------------------------------------- 4

III. THE EXTENDED MARKETING MIX(7Ps)-------------------------------------------------------------------- 4

1. Definition :--------------------------------------------------------------------------------------------------------- 4

2. The 4Ps Marketing mix------------------------------------------------------------------------------------------ 4

3. The shift from the 4Ps to the 7Ps------------------------------------------------------------------------------- 5

IV. THE DIFFERENCE OF MARKETING MIX (7Ps) BETWEEN GIVRAL AND KINH DO------------ 6

1. Comparison of marketing mix between Givral and Kinh Do.---------------------------------------------- 6

1.1 Product:------------------------------------------------------------------------------------------------------ 7

1.2 Price---------------------------------------------------------------------------------------------------------- 8

1.3. Place--------------------------------------------------------------------------------------------------------- 9

1.4 Promotion :------------------------------------------------------------------------------------------------ 10

1.5 People :-----------------------------------------------------------------------------------------------------11

1.6. Process :--------------------------------------------------------------------------------------------------- 12

1.7. Physical evidence :--------------------------------------------------------------------------------------13

2. Evaluation of new product of Givral--------------------------------------------------------------------------14

V. RECOMMENDATION AND CONCLUSION:----------------------------------------------------------------- 15

1. Recommendation:----------------------------------------------------------------------------------------------- 15

2. Conclusion:------------------------------------------------------------------------------------------------------- 16

VI: REFERENCE-------------------------------------------------------------------------------------------------------- 17
I. INTRODUCTION

Givral is a joint-stock company in the production of high-end cakes, originated from France, founded
by Mr. Alian Portier (French) in 1950, so far Givral has a 70-year history. With the message "Tet
sum vay, Trao yeu thuong" and "Thanh Y Gui Trao - Tam Giao Nhan Khap", Givral moon cake is
one of the popular moon cake brands and attracts many customers during the Mid-Autumn Festival
(Givralbakery,2020).

With the goal and mission of bringing delicious, nutritious but also beautiful moon cakes and
bringing a meaningful Mid-Autumn Festival to 90 million Vietnamese people, Givral not only brings
excellent quality but also cakes Mid-Autumn Festival, Givral is also highlighted in the form. The
cake boxes are made from high-quality paper material and engraved on delicate and meticulous
patterns to enhance the elegance and luxury of the cake, attracting many customers. Mid-Autumn
Festival 2020, on the occasion of 70 years of establishment and operation in the high-end cake
manufacturing industry, Givral launches a new set of "Combo70 years" on the Vietnamese market to
celebrate the mid-autumn festival in this year. With the main design based on the image of Ginkgo
leaves from Japan. The leaves symbolize perseverance, and lasting beauty, which appeared on the
Givral 6-wheeled box model as if to send a message of lasting communication together. This is a
meaningful and luxurious gift that Givral brings to customers in the mid-autumn festival of 2020
(Banhtrungthugivral,2020). As a member marketing department, this is a research report and
comparison of Givral 's mixed marketing application (7Ps) with competitors to the marketing
planning process to achieve business objectives at the Vietnam market.

Figure 1: Logo of Givral brand (Givralbakery,2020)

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II. MARKETING PROCESS AND OBJECTIVE

1. Marketing process :

Figure 2 : Steps of the marketing process ( Brassington and Pettitt, 2012 ).

Part 1 of the Marketing Process: Creating Value for Customers.

Firstly , that is researching the market customers as well as their needs and desires, it involves
researching the market (supply-demand, competition, suppliers, etc.), identifying customer behavior,
needs, and segment and manage customer information (Claessens, 2015).

The Vietnamese market has more and more suppliers and distributors of moon cakes during the Mid-
Autumn Festival such as Kinh Do, Bibica, Mooncake, etc. Customers are more strict in choosing and
buying moon cakes, no just for enjoyment but also as a gift. Therefore, Givral has launched the
"Combo 70 years" cake line which is a good choice for customers during this Mid-Autumn Festival
this year.

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Secondly, this step is to design a customer-driven marketing strategy, which is the company
must segment the market, then target and focus on one or more of these specific segments to help
identify types of customers that the company wants to serve (Claessens, 2015).

Since Givral's customer segment is high-end, targeted to middle-to-high-income customers,

customers not only buy Givral's products for use but also as gifts for relatives, partners. Therefore,
the company has focused resources to serve customers in the best way, and marked the position of
Givral moon cake with the meaning of "Thanh Y Gui Trao - Tam Giao Nhan Khap" to customers.

Thirdly, after designing the marketing strategy, the marketing department will focus on
building an integrated marketing program that delivers outstanding value with the aim of
turning the marketing strategy into real value for customers, in order for the marketing program to
provide higher customer value (Claessens, 2015).

The 7P, 4P mixed marketing method used in this step is to place the right products of Givral in the
right position, the right market, at the right time, the right price and to have many incentives and
promotions for customers, creating trust and loyalty of customers to Givral's products.

The final step of part one is to build relationships with customers, potential partners, build
care processes, and managing customer relationships means the whole process of providing them
with the best value, understanding the important psychological factor is the customer's perception
when buying products to create customer satisfaction and having company incentives that exceed
customer expectations, customers will buy many times and be loyal to the company (Claessens,
2015).

Givral understands that customers like promotions, gifts, and tend to choose high-quality cakes and
beautiful designs, so Givral has met the needs of customers by there are teapots, ceramics, lanterns in
each high-end cake box, customers will be delivered free, and have many beautiful designs for
customers to choose from. Therefore, customers will feel satisfied, will buy many times, and be loyal
to the company.

Part 2 is that Capturing value from customers in return. After the company has created value for
the right target customers with an integrated marketing program that leads to developing strong
customer relationships, the final step in the marketing process is to capture value from customers,

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this is based on customer8.1satisfaction, excitement, loyalty, and repeats purchases of customers to can
capture their value in the long run, so the company can create more profit (Claessens, 2015). To sell
moon cakes during the Mid-Autumn Festival, Givral also has confectionery products and other gifts
designed and printed in the mid-autumn style such as cake, bread, teacups, ceramic cups designed
according to Mid-Autumn style. This leads to attracting more customers to buy products and brings
high revenue for Givral during the mid-autumn festival.

2. The objective of Givral:

Contribution target: Selling 2,000 tons of moon

8.2
cakes, reaching 40% of Givral's total revenue
contribution from the beginning of September to the end of October 2020 (Mid-Autumn Festival).

III. THE EXTENDED MARKETING MIX(7Ps)

1. Definition :

The marketing mix definition is simple. It is about putting the right product or a combination thereof
in the place, at the right time, and at the right price. The 4Ps marketing mix includes the product,
price, place, promotion (MarketingMix, 2020).

2. The 4Ps Marketing mix

Figure 3: Marketing Mix model (Bartolacci,2019)

Product can be goods or services manufactured to satisfy the needs and desires of the customer.
Marketers must study the market demand and product life cycle in order to bring products to
customers in the best way, to meet the needs of customers (Acutt, 2020).

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Price: the price of the product is the amount that customers have to pay to enjoy it. Price includes list
price, marked price, discounts, shipping costs, and competitors' prices. Price is a very important
component of the marketing plan as it determines the company's profitability and survival (Acutt,
2020).

Place: includes distribution channels, platforms, websites, and other online presence, physical
locations, inventory, and delivery. Marketers must locate and distribute products in a place where
potential customers can access product most quickly and easily (marketingmix,2020).

Promotion is a very important component of marketing as it can boost brand recognition and sales to
customers. Advertising includes branding, content marketing, advertising, searching, influencing
relationships, social media, PR and sales, Sales Promotion. (Acutt, 2020).

3. The shift from the 4Ps to the 7Ps

Figure 4: Marketing Mix 7Ps model (Freepik,2020)

With dynamic markets that influence customer choices and decisions, the marketing approach is
expanded and evolved to meet the needs of clients. Hence there is a change from 4Ps to 7Ps, with the
addition of 3P which is people, process, and physical evidence (marketingmix,2020).

People: Those involved in selling and supporting customers, advice and sales support, customer
service, aftersales backup. People are a secret factor, has a high "internal" competitive advantage
over competitors in the marketplace (Acutt, 2020).

Process: how services are provided, the actual procedures to clients. it is very important because it
ensures that the same standards are transferred several times to customers (Acutt, 2020).

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 10.1

Physical evidence is everything from the external appearance, the design, logo, promotional
materials. Physical evidence is relevant to how a business and its products are viewed in the
marketplace(Acutt, 2020).

IV. THE DIFFERENCE OF MARKETING MIX (7Ps) BETWEEN GIVRAL

AND KINH DO

1. Comparison of marketing mix between Givral and Kinh Do.

It can be said that Givral's achievements are proof that Givral has implemented a very successful
Marketing mix strategy. Beside that, Givral has to deal with a famous high-end moon cake brand
Kinh Do. Moon cake brand Kinh Do has gone deep and associated with Vietnamese culture when
everywhere, Kinh Do products can be seen. In the mid-autumn festival in 2020, with the message
"Full of cake, always bright about the night and moon", Kinh Do launching "Black & Gold Premium
Golden Moon" to the Vietnam market (Hanoimoi.com.vn, 2020). The table below is a comparison of
the marketing mix of Kinh Do and Givral :

Figure 5: Logo and new product of 2 brand

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1.1 Product:

Givral Kinh Do

 "Combo 70 years" is a kind of fresh cake with  "Premium Golden Moon Black & Gold" has
a combination of traditional Vietnamese and a luxurious black crust, covered with golden
modern French flavors. Satisfying a soft taste, powder, plus ingredients that are both healthy
blending just enough, not too sweet or too fat, and high for the inner cake such as Hai
helping to eat without feeling greasy is suitable Ginseng, abalone, scallops.
for use with tea to help experience in the mid-
 The packaging of this premium cake is brought
autumn evening more fully under the full
to the market in a luxurious and authoritative
moon. Diverse flavors are suitable for different
form with a wide range of materials, from high-
tastes with high-grade ingredients for filling
end lacquer boxes to impressively styled paper
such as shark, bird's nest, lotus seed.
boxes with 3D lights and cards or designs of
 In 2020, Givral took the idea of designing a the lantern (Hanoimoi.com.vn, 2020).
box sample with the main image from Ginkgo
leaves, striking and modern colors in harmony
with shimmering patterns, elaborate on every
detail to bring an attractive look, luxurious,
classy with many materials such as high-grade
paper, tin, wood with many different shapes
(Banhtrungthugivral, 2020).

Givral launched a new line of products with this new design because: First, "combo 70 years" as a gift to
celebrate the company's 70 years of operation in cake production. Second, because understand the needs
and tastes of customers in the present time. Unlike in the past, moon cake was a special traditional cake,
people loved it, today life is better, people have higher incomes, customers' eating trend is changing.
Customers are stricter in choosing moon cakes, not only because of their high quality and good health but
also as a meaningful gift to give to relatives and partners, so the packaging design is very important.
Understanding that, Givral has changed the design, creativity, and originality in each cake box so that
customers have more choices.

In addition, Kinh Do also understands this tastes of the client, toward high-end customer segments with

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high income, like a luxury but traditional features, so this new product of Kinh Do is design with two main
colors that are black and gold, with sophisticated engravings on the cake box. This is a novel design, eye-
catching, and highly competitive in the market.

1.2 Price

Givral Kinh Do

 Price:  Price: 1,500,000 - 4,500,000 VND / 6 cakes /

960gr (with a box of oolong tea).
- (Combo 70 years type 2): 922,000 VND / 4 cakes
/ 1200gr  In addition, prices for other Kinh Do products
except newly launched products are:
- (Combo70 years type 1) 1,028,000 VND / 4 cakes
/ 1200gr - 30,000 VND to 90,000 VND / cake for normal
cakes.
 Prices for other Givral products except newly
launched products are: - 150,000VND to 700,000VND / cake for other
high-end cakes (Banhtrungthukinhdo, 2020).
- 400,000 VND to 800,000 VND /special Givral
moon cake models

- 200,000 VND to 300,000 VND / normal cake /

weight 150g-250g.

With Givral vegetarian moon cake models, the

price ranges from

- 100,000 VND to 200,000 VND/ vegetarian moon

cake models (depending on the cake and different
weight.) (Banhtrungthugivral.net, 2020).

Compared with Kinh Do, Givral's newly launched product line has a lower price, which is a competitive
price in the market and is in line with the current circumstances when the Covid-19 epidemic breaks out,
all people lose income, so Givral price of the product is very suitable, both luxurious and reasonable at the
price.

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Besides, Kinh Do and Givral both use "discount pricing strategy" with preferential discounts, with many
gifts, leading to easy distribution of products in large quantities of 2 brands.

However, Kinh Do's customer segment is large, targeting both the low-end and the high-end. Besides the
product lines with high prices, there are many mid-range products that are suitable for customers with low
income and no need to donate. This brings Kinh Do a large number of customers. In contrast, the segment
of the Givral is high-end, it is difficult for average customers to spend more than 100,000 VND to buy a
Givral 150gr moon cake while Kinh Do's mid-range cake is only 30,000 VND.

1.3. Place

Givral Kinh Do

Givral has a large distribution system, mainly in Ho Kinh Do has a nationwide distribution network
Chi Minh City through: mainly through channels:

 Givral invested in a system with more than 33
major distribution agent stores and Givral
Bakery big store system in Ho Chi Minh City
and Hanoi.
 Givral is also present at high-end supermarket
stores such as Vinmart, Coopmart,etc.
 E-commerce channels such as Shopee, Lazada,
and main website of Givral
(Banhtrungthugivral, 2020).
 Kinh Đo has 200 strong distributors, a chain of
30 Kinh Do Bakery stores, more than 13,000
points of sale concentrated in key streets. moon
cake products of Kinh Đô to every corner of
the small cities.
 Distribution channel for Kinh Do supermarkets
also dominates. Kinh Do mooncakes are
present at more than 150 major locations across
the country such as Citimax, Co.op Mart,
Vinmart ,etc.

 E-commerce channels such as Tiki, Shopee,

Lazada, Grab.

 With wide distribution nationwide, Kinh Do

can easily identify the brand name and compete
with other competitors (Banhtrungthukinhdo,

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 2020).

Compared to Kinh Do, Givral's selling and distribution locations are more limited, with fewer stores and
distributors, especially Givral only expands and is famous in the Southern market-Ho Chi Minh city so
customers are very inconvenient to find buy products in other places such as the northern and central
provinces. Givral has only 2 platforms to sell products on 2 e-commerce sites namely Shoppee and Lazada
because these are the two major sites with the most number of customers visiting and buying (Shoppee has
more than 200 million visits. , and Lazada has nearly 180 million hits while Tiki only has more than 30
million hits (VnEconomy, 2020)), thus to save advertising costs and target a large customer market, Givral
has only 2 platforms. However, compared with Kinh Do, the selling location of Givral is still limited,
leading to fewer customers.

The limitation in Kinh Do's location of the sale is not to sell on the main website to retail customers
because Kinh Do has transferred the brand to a larger company, so only the partner website. Besides, Kinh
Do's strong point is the widespread off-store network, but during the Covid-19 pandemic, some stores may
not be opened like in Da Nang, Quang Nam, and Quang Ngai. Therefore Kinh Do lost a large number of
customers when not selling on the website except for e-commerce sites.

1.4 Promotion :

Givral Kinh Do

 Givral's advertising strategy has not yet been
highly effective, currently Givral's new product
line is only advertised through the distributors'
websites, without advertising strategies on
social media or e-commerce sites. This leads to
the product line reaching customers later than
other brands (Banhtrungthugivral, 2020).
 "Premium Golden Moon Black & Gold" is
advertised on the company's website and the
websites of major distributors such as Song
Day, Cong Quynh,etc.
 Through social media like YouTube with the
message "round the cake, always brighten your
dream". However, this new product line is
advertised integrating with other conventional
product lines of the company in the form of a
story video. This leads to this new product line
not attracting special attention to customers. To

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 achieve high communication efficiency, Kinh
Do should have a separate advertising strategy
for this product line to attract more customers.

 In terms of promotions, Kinh Do moon cakes

support different discount rates, applies to both
high-end and low-end cakes when purchasing 5
or more boxes. Besides, the application of free
home delivery is also a special offer from the
brand. This helps bring convenience and
satisfaction with attentive service from Kinh
Do (Banhtrungthukinhdo, 2020).

Because Kinh Do understands the needs and behavior of Vietnamese customers very well, towards digital
marketing, social media, there are many TVCs, advertising videos on TV, YouTube. Kinh Do dominates
advertising of products, Kinh Do brand is widely popular from rural to urban areas, Kinh Do has a very
good strategy in approaching customers and increasing brand awareness, helping to build brand love in the
hearts of consumers, leaving a good impression on customers.

But this is a limitation in the promotion of Givral, so Givral should learn from Kinh Do to come up with a
strategy to advertise and run social media ads by creating a video ad on TV, a video about family stories
that makes sense in Mid-Autumn Festival.

1.5 People :

Givral Kinh Do

 Givral has a medium staff line system, working
professionally, skillfully, and with lots of
experience.
 With the business owner is French, the
company's employees are required to have the
 Employee system more than 5000 people
 Kinh Do always puts employees as the
foundation for the company's growth, always
bring an efficient and professional working
environment for employees.

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 right training standards, enthusiasm, skill, and
professionalism. Givral's employees always put
a lot of effort into the production, processing,
packaging of each product, and the quality of
service as well as convey marketing messages
to customers (Banhtrungthugivral, 2020).
 Regularly organize HR programs to train and
give employees skills and flexibility to work.
Therefore, the company's human resources are
increasingly guaranteed in terms of both
quantity and quality (Banhtrungthukinhdo,
2020).

1.6. Process :

Givral Kinh Do

 Givral products are always guaranteed and
available at distribution stores, always ready to
serve customers quickly and conveniently.
 Distributors order or pre-order the number of
cakes, the factory will produce and ship to, free
shipping for large quantities of cakes. In
addition, Givral also has printing service free
logo for major wholesalers and distributors
 With the advantage of being widely distributed
nationwide, Kinh Do brings good service,
customers can find Kinh Do anywhere with a
team of enthusiastic sales and consultants.
 Especially for customers who are too busy
they can order products online and have home
delivery service for customers on big stores or
e-commerce sites (Banhtrungthukinhdo, 2020).

 Retail customers will place an order directly on

the website or to Givral's distributor stores to
purchase the product (Banhtrungthugivral,
2020).

Both brands have the same product delivery process: The product is made from the factory, then
distributed to stores, wholesalers, retailers, and retail customers. However, with the advantage of its large
source of products and large distribution market, Kinh Do easily meets most of the customers' needs to
buy products, leading to attracting and being popular with most customers.

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 17.1

1.7. Physical evidence :

Givral Kinh Do

With the message of "Thanh Y Gui Trao - Tam
Giao Nhan Khap" Givral always strives to create
delicious cakes, beautiful gift boxes for customers
to easily choose the most suitable gifts for
themselves for relatives. 2020 is the brand's 70th
anniversary, Givral has launched a 70-year combo
with the desire to bring gratitude to customers.
Givral's products are slightly French but very
Vietnamese, creating its own quality for the brand.
Givral took the idea of designing a box sample with
the main image from Ginkgo leaves, striking and
modern colors in harmony with shimmering
patterns bring an attractive look, luxurious for
brand (Banhtrungthugivral, 2020).
In 2020, with the message "Tron Vi Banh -Sang
Mai Chuyen Dem Trang”, Kinh Do launches the
line of "Black & Gold Premium Golden Moon",
which is the most prominent feature in the moon
cake line and is also latest creation this year.
Inspired by the story "Carp beyond the dance", this
product is decorated with luxurious form, the main
color is black and gold, with subtle details,
craftsmanship, dragon, and carp, box cake is
diversified with many different materials. The
design of this new product is different and unique
compared to other product lines, it is a classy,
sophisticated and meaningful gift, expressing the
blessing for the integrity, the spirit of endeavor,
overcoming difficulties for success and health for
relatives, is a product that marks the high end of the
brand (Hanoimoi.com.vn, 2020).

Givral chooses fresh colors, with designs primarily based on the image of Ginkgo leaves from Japan.
Because customers want to choose products that not only like good quality but also bright, eye-catching
packaging, very suitable for display, decoration, besides Gingko leaves are kind of symbol of
perseverance, and enduring beauty, with this design of the packaging means like wanting to send a
message of lasting communication together and the trend that Vietnamese people like is what means a lot
about family and friends, so this is a very suitable gift for customers to use as gifts.

Contrary to Givral's vivid colors, Kinh Do designs in two main colors because this is a high-end product
line, premium, so cake boxes also diverse and meticulously sculpted dragons and carp, giving customers a

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sense of luxury, power, and tradition, suitable for gifting and display during the Mid-Autumn Festival.

2. Evaluation of new product of Givral

Strength Weakness

 "Combo 70 years" is a new high-class product  The place of sale is still limited, with few
line that offers many options for customers. distributors and stores

 High-quality products, good for customers'  Ineffective advertising and marketing strategy
health does not emphasize new products on social
networks, does not focus on advertising and
 Design beautiful, luxurious designs, suitable as
communication on e-commerce and digital
gifts
marketing that is necessary to advertise
 There are many incentive programs for products in the 4.0 era.
customers
 A segment targeting high-end customers,
 Good service quality. ignoring many mid-range customers who are
major customers in the current market

Givral and Kinh Do are the two most famous and popular moon cake brands in the Vietnam market.
Compared with strong competitors such as Kinh Do, Givral dominates in luxurious packaging, eye-
catching and attractive designs, cake shape, and flavor when blending between Vietnamese traditions
and modernity France. Good service quality with lots of gifts including teacups, porcelain cups,
lanterns, free shipping service, and free logo printing.

However, Givral still has some weaknesses compared to its competitors which is the limited
distribution and retail market when only concentrated in Ho Chi Minh City. Therefore, Givral should
expand its facilities and stores in more places in Vietnam to reach more customers, sell more
products, increase sales, and achieve the target in the mid-autumn festival 2020.

Effective marketing and communication strategy will help the company to be more successful in the
market because today most of the strong competitors in the market focus on marketing. Therefore,
Givral should pay attention to, invest in, and learn about the marketing of competitors, especially

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Kinh Do, create many stories about family reunions, meaningful mid-autumn festival videos, comedy
clips about mid-autumn festival 2020 on TV, YouTube. It will help customers pay more attention,
and impress the company's products, increase brand awareness in the market.

V. RECOMMENDATION AND CONCLUSION:

19.1

1. Recommendation:

Givral is a famous cake brand and is loved by many customers in Vietnam. With this newly launched
"Combo 70 years" product line, despite the high quality and beautiful design, it has not yet achieved
high-efficiency, so:

- Have a more suitable pricing strategy for products. Especially at the present time, the impact of the
COVID-19 epidemic, people's income is also affected so that a product line that is too expensive on
the market will attract fewer customers.

- The psychological pricing method should be used when pricing products with customers, which
could be worth VND 1,028,000 to VND 1.000,000 because customers will find this price lower and
they tend to choose it.

- There are many great incentive strategies such as buy 5 get 1 free, get free another Givral product
when buying 2 high-end Givral products which help to attract customers than the competition. Create
more greeting cards and gratitude to customers in each box of cakes.

- Optimizing the website, increasing SEO because Givral's website is not on the top of Google,
customers are difficult to find information and buy products. The website is too simple, does not
clearly show the image and the inner characteristics of the cake, just has a picture of the cake box, it
does not have value looking up for customers.

- Promote online marketing, digital marketing to catch up with the trend of 4.0 era.

- Invest in and promote advertising on TV, YouTube, can invite famous artists to make a short film
that conveys the meaningful message of union members on the Mid-Autumn Festival and integrate
new product introduction to reach out customer.

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- Research and expand customer segments because currently mid-range customers dominate the
market, and at the same time improve and innovate production, creating many lines of cheap cakes
with guaranteed quality.

- During the Covid-19 pandemic, most people were at home, with high demand for food but good
health, so Givral should innovate to create a line of moon cakes with reduced fat, sugar, and the
number of calories in the cake, use inexpensive ingredients such as green beans, lotus seeds, but
ensuring high nutritional quality.

- Designing to add a wrapping bag or wrapping paper to the outside of the product so that the outer
layer separates from the inner cake box to ensure safety for customers during the Covid-19 epidemic
but still retains the meaning of the moon cake box.

- Collect customer feedback and reviews when they make a purchase through the website and store to
improve the product next year.

2. Conclusion:

With 70 years of experience in making moon cakes and dedicated to serving consumers, Givral moon
cakes have become a brand loved and trusted by many Vietnamese consumers to enjoy with their
families and as gifts meaningful gifts for relatives and partners. With this newly launched product,
Givral wishes to bring quality along with the luxury in products to give customers the best choice,
while at the same time Givral should improve weaknesses, promote strengths, learning from a
competitor to achieve success and achieve its goals in mid-autumn festival 2020.

16
VI: REFERENCE

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3. Brassington, F. and Pettitt, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.

4. Bánh Trung Thu Kinh Đô Sông Đáy. 2020. Bánh Trung Thu Kinh Đô Chiết Khấu Cao 2020.
[online] Available at: <https://banhtrungthukinhdo.net.vn/> [Accessed 19 August 2020].

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<https://banhtrungthu.net/Banh-trung-thu-Givral-22.html> [Accessed 20 August 2020].

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 Index of comments

2.1 1. ACHIEVED: P3, M3

2. STRENGTHS:

The student is able to compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives.

(P3: achieved) The student can compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives by:

The student has explained the Marketing process and apply it to the company product.

Identified specific objectives following SMART model

Explained relevant theory/concepts about the marketing mix (7Ps)

Provided a variety of examples and practices about how different organizations utilize each element of the
marketing mix

(M3: achieved) The student can evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved with critical analysis and recommendation

3. WEAKNESSES:

The recommendation needs to link to Marketing Mix factors

4. IMPROVEMENTS:

Improve critical analysis by combining other models/ frameworks in the recommendation.

5. FINAL GRADING: MERIT

6. ASSESSOR: NGUYEN PHUONG DUNG

8.1 The student has explained the Marketing process and apply it to the company product.

8.2 Identified specific objectives following SMART model

10.1 Explained relevant theory/concepts about the marketing mix (7Ps)

17.1 Provided a variety of examples and practices about how different organizations utilize each element of the
marketing mix

19.1 (M3: achieved) The student can evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved with critical analysis

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