Trường Đại học Ngoại ngữ - Tin học Thành phố Hồ Chí Minh

Ho Chi Minh City University of Foreign Languages – Information Technology

WELCOME
TO
TRADE MARKETING MODULE (03 credits)
Semester 2 - 2022/2023
Lecturer: Nguyễn Thị Mộng Ngọc

www.huflit.edu.vn
Final exam topic
 Final exam topic

Develop a channel plan (trade marketing plan) for a

current (or new) FMCG brand in HCMC or in
Vietnam overall through at least 2 channels
• 1 official writing essay report in appropriate
template
• Single-sided printing
• Color printing with plastic binding cover
Structure of your essay (in English):
§ Cover page 1
§ Cover page 2
§ Comments of Examiners
§ Peer evaluation
§ Table of contents
§ (Part)I - Introduction
Bắt đầu đánh số trang từ
§ (Part) II - Channel objectives
các trang nội dung và có
§ (Part) III - Channel strategy (Channel plan) Footer: Bài tiểu luận cuối
§ (Part) IV - Key stakeholders engagement kỳ môn Truyền thông -
§ (Part V) - Trade marketing strategy tracking Tiếp thị thương mại (viết
§ & measurement bằng tiếng Việt)
§ References
Cover page 1: (content in English)

• Logo trường (sử dụng đúng logo, không làm biến dạng logo)
• Tên trường, tên khoa (không được viết sai)
• Tên môn học: Trade Marketing
• Tên bài tiểu luận
– Vd: Trade marketing strategy of M.O.I lipstics in HCMC
• GVHD: Ms. Nguyễn Thị Mộng Ngọc
• Danh sách nhóm (họ tên tiếng Việt, xếp theo chữ cái ABC,
MSSV)
• HCMC, June 2023
Cover page 2: (content in English)

The same content with the cover page 1

I. Introduction
1.1. Brief introduction about:
• Your company
• Category
• Brand & brand segmentation (eg. by usage, by size, etc.)
- groups to be allowed to select ONE SKU (a specific
product) for strategy development (see the example in
the following slide)
• USP / Value driver(s) of the brand:....
• One key goal of the brand: ......
Example

Brand: The Cocoon Original Vietnam

• There are 4 SKUs belong to Skin care segment, Cleansing oil sub-
segment. One of these SKUs is acceptable to be a key product for trade
marketing strategy development

• SKU 1: Rose micellar water 140ml

• SKU 2: Rose micellar water 500ml
• SKU 3: Winter melon micellar water 140ml
• SKU 4: Winter melon micellar water 500ml
I. Introduction

1.2. Brief introduction about your target shoppers

(who they are, where do they shop, when do they
shop, what are/is their shopping mission, etc.)

1.3. Brief introduction about your key distributors

(who they are, how do your company select them
and why do your company select them)
II. Channel objective(s)

Brief findings from in-store audit (and channel

analysis) ==> Opportunities vs Challenges
==> ONE channel objective for each channel
(make sure that the channel objective is supported
by a relevant trade marketing strategy)
III. Trade marketing strategy (Channel strategy)
3.1. In-store Brand (Product) Availability
3.2. In-store Brand Offer to shoppers through Price
and Promotion
3.3. In-store Brand Communication
IV. Key stakeholders engagement

4.1. Your internal stakeholders: Marketing, Sales & (Distribution)

teams
• (Present which departments are your internal stakeholders and
how to engage the team(s) in your trade markeing strategy)
4.2. Your external stakeholder: your key distributor - your
channel
• (Present how to engage your 2 channels in your trade
markeing strategy)
V. Trade marketing strategy tracking &
measurement
5.1. KPIs :
present names of KPIs your group want to use to
measure the plan: to be determined (TBD)
Examples:
Weekly sales revenue KPI for each PG: TBD
Weekly / monthly inventory KPI: TBD
Daily product display KPI: TBD
5.2. ROI:
To be determined (TBD)
References
(Read the slides on citation and referencing skills for further information)

Adison, M. (2022, May.). Điểm đặc biệt của sản phẩm Cocoon.
https://oriagency.vn/chien-luoc-marketing-cua-cocoon
Cocoon Vietnam (2023). Sản phẩm dưỡng
da.https://cocoonvietnam.com/danh-muc/duong-da
Sophia Thanh Huyền (2021, April.). Cocoon Vietnam - Từ mầm xanh
làm đẹp đến giải thưởng danh giá tại Elle Beauty Awards
2021.Elle.vn.https://www.elle.vn/tin-lam-dep/cocoon-vietnam-tai-elle-
beauty-awards-2021
.....