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Marketing Vinamilk Marketing Mix Programme 2 of 2 Ms. Vu Thi Thu Dung Tuesday 06 Sep, 2011

I, __________________________ hereby confirm that this assignment is my own work and not copied or plagiarized from any source. I have referenced the sources from which information is obtained by me for this assignment.

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_________________________ Date

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Unit Outcomes
Outcome Evidence for the criteria Feedback Assessors decision
First attempt Rework

Internal Verification

Describe how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how prices are set to reflect an organisations objectives and market conditions Illustrate how promotional activity is integrated to achieve marketing objectives Analyse the additional elements of the extended marketing mix

Identify and analyse the individual elements of the extended marketing mix (3)

Apply the extended marketing mix to different marketing segments and contexts (4)

Recommend marketing mixes for two different segments in consumer markets Explain the differences in marketing products and services to organisations rather than consumers Explain how and why international marketing differs from domestic marketing M1 D1 M2 D2

Merit grades awarded Distinction grades awarded

M3 D3


Evidence for the criteria


Assessors decision

Internal Verification

Comments by Assessor - Common Skills


( ) Well-structured; Reference is done properly / should be done (if any) Overall, youve Areas for improvement:

ASSESSOR SIGNATURE NAME: ..........................................................................................


(Oral feedback was also provided) STUDENT SIGNATURE NAME : ..............................................................................

FOR INTERNAL USE ONLY VERIFIED YES NO DATE : ...........................................................................


VERIFIED BY : ........................................................................... NAME : ...........................................................................


1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Undertakes personal and career development 4. Transfer skills gained to new/changing situations & contexts


12. Use information sources 13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems




5. Treat others beliefs and opinions with respect 6. Relate & interact effectively with individuals & groups 7. Work effectively as a team member

15. Applying numerical skills and techniques

16. Use a range of technological equipment and systems

8. Receive and respond to a variety of information 9. Present information in a variety of visual forms 10. Communicate in writing 11. Participate in oral & no-verbal communication



17. Applying a range of skills and techniques to develop a variety of ideas in the creation of new / modified products, services or situations 18. Use a range of thought processes

SCENARIO VINAMILK MARKETING MIX PROGRAMME Your company Vinamilk has agreed to the marketing approach you outlined for the launch of their new product Probi fermented yoghurt and Vfresh smoothies. The company now wants more detailed advice on launching of the above products, for two different market segments and asked you to come up with detail marketing mix programme to present the Vinamilk Board. There are some additional information related to marketing mix programme given below: Over the next few years, Vinamilk have two key drivers underpinning dairy industry growth - a boom in dairy products as a growing urban market consumes more dairy products and fiercer competition between current players. The dairy industry will continue to see strong growth but competition will get even tougher and we may see some consolidation and even the possibility of new entrants from 2010. Vinamilk is the largest dairy producer in Vietnam in terms of market share, brand name, production capacity and distribution network. In 2007, Vinamilk held a dominant 90% share in the yoghurt market, a 35% share in liquid milk, a 79% share in sweetened condensed milk and a 14% share in the powdered milk market. We believe that over the next five years Vinamilk can post 16.8% in annual average sales, in line with the whole industry. Amongst the existing players Vinamilk is the most likely beneficiary of any consolidation trend over the medium term but its long term success depends on its ability to leverage its strengths in distribution and more recently in marketing in order to build a dominating position in the most profitable market segments. Given their recent performance they have a good shot. The Group has continuously launched new product offerings to meet the increasingly diversified demand of consumers. The Group has developed more than 40 new products and successfully introduced 12 new products to domestic and overseas markets. These include Probi yogurt, which help people to enhance the absorption of underlying nutrients. The management plans to re-categorise its product range tailored for specific consumer classes such as pregnant women, infant, children, teenagers, and elderly. Over the years, the company has built a reputable brand name for its major products. Its highly-popular brand, Vinamilk, is viewed by many domestic consumers as the most trusted brand for nutritional dairy products. Vfresh is a popular brand name for soy milk and fruit juices products. Vinamilk have strong pricing power to pass on any cost increase to consumers. However there is an important caveat, the government has shown its reluctance recently to sanction price increases given its inflationary impact. Nonetheless Vinamilk has been able to pass on price increases so far. There were three waves of price hikes of Vinamilks milk products and price will be raised a further 10% recent year according to the company plan. This was triggered by an increase in price for imported milk powder and other inputs. Vinamilk has established the largest distribution network compared to its sectors peers. The Group has 250 distributors selling its products to 125,000 retail outlets covering 64 provinces in Vietnam.

Vinamilk currently export our products to Iraq, Thailand and other countries in Asia and Europe. Demand for our products depends on the political and economic stability of these countries. As Iraq is one of our major export countries, any social, political or economic upheaval in the country may materially adversely affect our operation results. Vinamilk is also looking for other potential export markets to mitigate the risk.

The above data has been based on a real life organisation, but details have been changed for assessment purposes and do not reflect the current management practices.

Role: You are a newly appointed marketing executive in Vinamilk. You have been approached by your Sales Director and requested to write a detail report on marketing mix programme which covers all the elements of marketing mix and Sales Director wishes to obtain your report in various areas as below: Tasks: Describe how products i.e. Probi fermented yoghurt and Vfresh smoothies are developed to sustain competitive advantage in Vietnam (3 a) Explain how distribution of products is arranged to provide optimum customer convenience (3 b) Explain how to set the price(s) of the product in the light of the Vinamilk objectives and market conditions exist in Vietnam (3 c) Illustrate how promotional activities integrated to achieve marketing objectives of Vinamilk (3 d) Analyse the additional elements of the extended marketing mix (3 e)

Recommend marketing mixes for two different segments in consumer markets (4 a) Explain the differences in marketing products and services to organisations rather than consumers (4 b) Explain how and why international marketing differs from domestic marketing (4 c)

GRADING Pass is achieved by meeting all the requirements defined in the assessment criteria. (Refer page 2 of this assignment brief) Identify and apply strategies to find appropriate solutions (M1)


Characteristics / Possible Evidence relevant theories and techniques have been applied to individual elements of marketing mix to arrive effective judgments for the given products as well as different marketing segments and contexts. Select and apply appropriate techniques (M2)

Characteristics / Possible Evidence Appropriate methods select and apply to justify different market segments and contexts using of various sources of information for the given products. Present and communicate appropriate findings (M3)

Characteristics / Possible Evidence An appropriate structure and approach has been used to prepare market reports to your clients. Present data using a range of methods e.g. tables or charts etc. Distinction Take responsibility for managing and organizing activities (D2)

Characteristics / Possible Evidence Evaluate the importance and impact of each element of the marketing mix to the marketing strategy and organize activities to different segments and contexts. Demonstrate convergent, lateral and creative thinking (D3)

Characteristics / Possible Evidence apply the theoretical knowledge in creating a marketing programme for a specific product and market segments, include all marketing mix decisions. Common Skills Grading To achieve a pass grade a student must, show some evidence of skills gained, treat others values, beliefs and different opinion expressed, able to get ideas across using verbal and non-verbal methods, and tasks are completed but required some help. You also show some evidence of differing skills and techniques understand and used. To achieve a Merit grade a student must, show clear evidence of skills gained and used clear evidence all points of view are considered equally confident in use of several communication methods, clear understanding of tasks. Related to given tasks, solution found and evaluated as well as originality and creativity in the work. To achieve a Distinction grade a student must, show clear evidence of willingness to gain new skills, positive attempt made to build mutual understanding, imaginative and

thoughtful use of oral and non-verbal methods, excellent ability to deal with tasks as well as creative thinking and original approach to problem solving. PRESENTATION 1. The assignment should have a cover page that includes the assignment title, assignment number, course title, module title, Lecturer/tutor name and students name. Attach all the pages of assignment brief/cover sheet with your report and leave them blank for official use. 2. Ensure that authenticity declaration has been signed. 3. This is an individual assignment. 4. Content sheet with a list of all headings and page numbers. 5. A fully typed up professionally presented report document. Use 12 point Arial or Times New Roman script. 6. Your assignment should be word-processed and should not exceed from 3,000 words in length. A CD should be included with references and accompanying notes. 7. Use the Harvard referencing system. 8. Exhibits/appendices are outside this limit. 9. The assignment should be not contain a bibliography but should contain a list of any references used in the assignment. NOTES TO STUDENTS FOR SUMMISSION Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted. Ensure that you give yourself enough time to complete the assignment by the due date. Do not leave things such as printing to the last minute excuses of this nature will not be accepted for failure to hand-in the work on time. You must take responsibility for managing your own time effectively. If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension. Failure to achieve a PASS grade will results in a REFERRAL grade being given. Take great care that if you use other peoples work or ideas in your assignment, you properly reference them in your text and any bibliography. NOTE: If you are caught plagiarizing, you could have your grade reduced to zero, or at worst, you could be excluded from the course.