Cu chuyzn ass|ona C ph chuyn cho ph| dzp

10/09/2010 0923 AM
Chlrn lrrc c ph ASSlCnA dnh cho phl drp dru Lln v duy nhrL r vlrL nam cra 1rung nguyn d
dp rng drrc sr Lhlch drrc Lrn hrrng hrrng Lhrm nrng nnquyrn r cra c ph cra phr nr m khng
lo ngrl nhrng vrn dr lln quan Lrl src khre v src drp khl sr drng lorl dr urng ny
5 xot blo c pb bo too losslooo Job tloq cbo pb o co 1tooq Nqoyo tbl qloo qo Jy to o
toq bt oq Jl vl oql tlo Joq kboq cb tb blo s tlo pbooq v tboq mlob co 1tooq
Nqoyo ttooq vlc kbol pb tb pbo ml losslooo co to to mt kbl olm tlo Joq ml c pb
cboyo cbo pbl Jp lo Jo tlo v Joy obt tl vlt Nom!
hz| nguzn tz nhu czu thz trzzng
Sr gla nhrp v dru Lr cra hng lorL cc srn phrm Lhrrng hlru ph ha Lan 3ln1 2ln1 c ph dng lon
cra cc doanh nghlrp Lrong nrrc v ngorl nhrp Lhrl glan vra qua cho Lhry Lhr Lrrrng c ph vlrL nam
dry Llrm nng v hrp drn 1uy nhln mrL dlru rrL drc blrL l khng c brL ky lorl c ph no dnh rlng
cho phr nr 1rong khl d krL qur nghln cru cra cng Ly nghln cru Lhr Lrrrng hng dru nlelsen cho
Lhry Lr lr nr glrl urng c ph so vrl nam glrl l 30/30Lrong d c ph ha Lan drrc nr glrl yu churng
hrn chlrm 74 so vrl 34 r nam glrl Mrl ngy Lhrc dry hay brL dru glr lm vlrc burl chlru mrL ly c
ph glup Ll crm Lhry srng khol brL Lay vo cng vlrc v sng Lro" Chr ulrm Chrrng nhn vln
Lruyrn Lhng cho blrL1uy nhln mrL sr ro crn vr Lm ly khlrn phr nr e ngrl c ph nhr vr drng mrL
Llm nrl mrn da dendu khng c brng chrng khoa hrc no C Mlnh Chu (nrl Lrr C1n 8lnh) cho
hay 1l Lhlch c ph nhrng sr sr mrL ngr v mrL Llm do cng d u30 nhrng khng br drrc nn hay xl
ke" nrrc Lhr 2 sau khl pha cho ng x r nh"
vrl sr lrrng chlrm 30 dn sr v dng val Lr ngrrl quyrL drnh Llu dung phr nr LhrL sr l drl Lrrng
khch hng Llrm nng v mrL Lhr phrn lrn cra ngnh c ph crn drrc dp rng
zn cu chuyzn ass|ona
CuyrL drnh cho ra drl srn phrm c ph ha Lan asslona chuyn cho phr nr cho Lhry sr nng drng Llnh
Lln phong v dung drn cra 1rung nguyn khl Lrr Lhnh ngrrl dru Lln v duy nhrL Lrl vlrL nam khal
ph Lhr Lrrrng ny
url vrl asslona lrn dru Lln v duy nhrL Lrl vlrL nam c ph ha Lan sr drng drrng n klng v c
hm lrrng cafeln phu hrp gu" Lhrrng Lhrc v LrL cho src khre cra phr nr Prn nra asslona c br
sung drrng chrL collagen vlLamln cung cc lorl Lhro mrc phrrng ung quy hlrm LrL cho ln da glup
xa Lan nhrng lo ngrl v chla sr nlrm dam m vr drp mun drl cra phl drp Prrng vr nrng nn quyrn
r cra c ph Lhr LhlrL drrc lru glr Lrrn vrn Lrong asslona dem drn cho phl drp Llnh Lhrn Lrnh Lo
Lrp Lrung dr Lheo durl v Lhrc hlrn LrL cc cng vlrc Lrong curc srng asslona LuyrL vrl nhr mrL glrc
mr ngrL ngo" l crm nhrn cra hoa hru quy b Mlchaela uelacour (1hry ulrn) cng nhr cra cc Cuy b
Lrong curc Lhl Poa hru Cuy b Lhnh drL Lhr glrl nm 2009
1hrc Lr hrrng vr l dlru quan Lrrng nhrL cra mrL srn phrm c ph v dr dng br ph hrng uo d sr
krL hrp nhlru chrL khc nhau vo asslona dl hrl klnh nghlrm v bl quyrL rlng cra cc chuyn gla dr
drm bro vrn dr nhlrL dr Lr lr hm lrrng v Lhrl dlrm dru Lrrn Lrong qu Lrlnh chr blrn chlnh xc
LuyrL drl
8n crnh d Lhng dlrp drc blrL Py lry" Ll dl" Lrong chlrn drch Lruyrn Lhng asslona m 1rung
nguyn xy drng gy rn Lrrng mrnh drl vrl ngrrl Llu dung Sr mrl lr drc do v glu crm xuc dr lrl
Lhlrn crm drl vrl phr nr v cr nam glrl drc blrL l cch chrl chr Lhng mlnh v nhlru y nghla 1l rn
Lrrng vrl Lhng dlrp cra asslona v L m murn Lhrrng Lhrc Chrc chrn Ll sr mua Lrng brn gl cra
mlnh nhr mrL lrl nhrn nhr" Anh Cuang Puy nhn vln klnh doanh mrL cng Ly sra Lrl Lhnh phr PCM
cho blrL
1rong glal dorn khrng horng kh khn chung hlrn nay quyrL drnh mrnh drn dru Lr cho ra drl srn
phrm mrl 1rung nguyn Lhr hlrn drrc brn llnh sng Lro Lln phong Lro ra nhrng nhu cru phn khuc
Lhr Lrrrng mrl/
hLLp//wwwLrungnguyencomvn/vn/defaulLaspx?n1081
{1heo P4Mc 5i 6n 1izp 1hz 5z ro nqy thz hoi 11/0
| b|nh |uzn
1heo krL qur nghln cru cra cng Ly nghln cru Lhr Lrrrng hng dru nlelsen cho Lhry Lr lr nr glrl urng
c ph so vrl nam glrl la 30/30 Lrong d c ph ha Lan drrc nr glrl ra churng hrnchlrm 74 so vrl
34 r nam glrlMrL cu hrl drrc drL ra l Lrl sao mrL cr hrl lrn Lrong drl drrng dr" nhr vry m lrl
khng drrc cc doanh nghlrp c ph nrrc La Lrn drng brl cho Lrl by glr vrn chra c mrL srn phrm c
ph no drrc srn xurL dnh rlng cho phl drpnrm brL drrc cr hrl d1rung nguyn d Lung ra srn
phrm c ph dnh cho phr nr dru Lln v duy nhrL Lrl vleL namASSlCnAuAM MLvrl phrrng Lhrc
pha chr drc do l sr drng drrng n klng v c hm lrrng cafeln phu hrp gu" Lhrrng Lhrc v LrL cho
src khre cra phr nr Prn nra asslona c br sung drrng chrL collagen vlLamln cung cc lorl Lhro
mrc phrrng ung quy hlrm LrL cho ln da glup xa Lan nhrng lo ngrl v chla sr nlrm dam m vr drp
mun drl cra phl drp Prrng vr nrng nn quyrn r cra c ph Lhr LhlrL drrc lru glr Lrrn vrn Lrong
asslona dem drn cho phl drp Llnh Lhrn Lrnh Lo Lrp Lrung dr Lheo durl v Lhrc hlrn LrL cc cng vlrc
Lrong curc srngngol ra vrl Lhng dlrp drc blrL Py lry Ll dl" d Lro ra src huL mrnh mr vrl phr
nrngay cr phl mrnh cng Lhrc sr br curn huL brl cch qurng co drc blrL cra 1rung nguyn v khng
Lhr khng quay lrl dr mua
1hrc Lr d chrng mlnh sr Lhnh cng 1rung nguyn Lrong chlrn lrrc Lung ra srn phrm ASlCnAc ph
dnh rlng cho phl drp vrl lrrng Llu Lhr dng ngrrng mrhrl chng blrL chrp lry Lhrl cr v sr drng
dung cch cr hrl d nhr 1rung nguyn l mrL Lrong nhrng bl hrc vr chlrn lrrc klnh doanh dr drL drrc
Lhnh cng m chung La nn suy nghl?
hrm 1hr Pol 1hrrng
uPku03khoa 1MuL
MSSv09073741


asslona Lhe coffee producL for own women
MarkeLlng lan
SLudenL name PAM 1Pl 1Pu PlLn SLudenL lu 12491334 LecLurer name Mr !uLlAn CPLCnC
6/6/2010

asslona Lhe coffee producL for own women
2010

CCn1Ln1S
LxecuLlve Summary 3 LnvlronmenLal Scannlng
4
MarkeL summary 4 roducL
lnnovaLlon 3 roflle of 1argeL
cusLomers 3 SWC1 Analysls
6 CompeLlLor Analysls
6 SLaLemenL of currenL MarkeLlng
Challenges 7

MarkeLlng and llnanclal Cb[ecLlves 7 MarkeLlng 8ecommendaLlons
8
oslLlonlng sLraLegy8 1he markeLlng
mlx 8

MarkeL lmplemenLaLlon 10 8udgeL
14 LvaluaLlon ConLrol
14

age

2

asslona Lhe coffee producL for own women
2010

l LxecuLlve Summary
asslona ls known as Lhe flrsL coffee producL for own women ln Lhe lnsLanL coffee markeL ln vleLnam
8efore 2010 Lhls producL was known as a coffee producL wlLh naLurallylow caffelne buL noL successful
ln aLLracLlng consumers lL has [usL been relaunched slnce 01/2010 wlLh a new lmage ln Lhe package
and new lngredlenLs LhaL are good for women's healLh and beauLy Powever Lhls producL ls meeLlng a
challenge ln lncrease consumer undersLandlng abouL lLs beneflLs for women and rlslng sales 1herefore
ln order Lo enhance Lhe awareness of consumers abouL Lhe producL as well as lncreaslng Lhe markeL
share Lhls markeLlng plan proposes some recommendaLlons for Lhe markeLlng mlx relaLed Lo lLs
suggesLed poslLlonlng sLraLegy 1hls producL ls sLlll ln Lhe lnLroducLlon sLage Lherefore promoLlon
acLlvlLles wlll be focused Many researchers and reporLs lllusLraLe LhaL a woman's average coffee
consumpLlon can help her Lo reduce rlsks of cancers dlseases dlabeLes Coffee has also been shown Lo
lmprove endurance performance ln longduraLlon physlcal acLlvlLles 8ase on LhaL wlLhln 1 year (from
01/08/2010 Lo 31/7/2011) Lhe lnformaLlon abouL Lhe producL and lLs advanLages wlll be provlded ln
adverLlslng channels wlLh more deLalls and clearer LogeLher wlLh Lhe conflrmaLlon of proffessors 1he
slogan llve well and work well" wlll be used lurLhermore Lhe key of Lhls markeLlng plan ls creaLlng an
emoLlon relaLlonshlp wlLh women Sharlng ldeas and experlence ln work and llfe on soclal neLworks or ln
glven semlnars free sofLsklll courses and sponsorlng evenLs honor women's role and Lhelr beauLy are
hlghly recommended 8udgeL requlremenL for Lhls plan ls around 340000 uSu for 12 monLhs WlLh Lhe
new prlclng sales promoLlons and emoLlonal brandlng sLraLegles l belleve LhaL asslona can embark as
one of Lhe Lop flve favorlLe dlnks of vleLnamese women

age

3

asslona Lhe coffee producL for own women
2010

ll LnvlronmenLal Scannlng
MarkeL summary
1he coffee markeL ln vleLnam ls now dlvlded lnLo Lwo clear areas roasLed and ground coffee and
lnsLanL coffee Whlle ground coffee has losL lLs presLlge ln exporL because of addlLlves LhaL are noL good
for healLh and are unsulLable Lo forelgn cusLomers' LasLe lnsLanL coffee has galned a fooLhold ln local
and forelgn markeLs lnsLanL coffee ls dlvlded lnLo Lwo groups pure lnsLanL coffee (accounLlng for 14)
and 3lnone lnsLanL coffee (86) 1he lnsLanL coffee markeL ls a poLenLlal markeL havlng a rapld growLh
due Lo Lhe demand of less Llmeconsumlng producLs ln Lhe developlng economy llke vleLnam ln Lhls
markeL Lhere are more Lhan Len companles 1he leader ln Lhe markeL ls vlnacafe followed by nesLcafe
and C7 coffee of 1rung nguyen CorporaLlon lnsLanL coffee markeL shares ln vleLnam
CLhers 13 vlnacafe 43 1rung nguyen 10

nesLle 30

Source hLLp//vleLnamneLvn

1rung nguyen CorporaLlon (esLabllshed ln 1996) occuples Lhe Lhlrd blggesL markeL share (10) 1hls ls a
domesLlc company wlLh over 1000 coffee shops naLlonwlde and ln forelgn counLrles lncludlng Lhe uS
Chlna Slngapore and !apan Many vleLnamese people are famlllar wlLh 1rung nguyen coffee brand wlLh
a dlverslLy of coffee producLs lnsplre creaLlvlLy" especlally C7 CourmeL lnsLanL Coffee whlch becomes
famous noL only ln domesLlc markeL buL also ln some forelgn counLrles 1he LoLal revenue of 1rung
nguyen ln 2007 was $3 mllllon uSu and kepL lncreaslng age

4

asslona Lhe coffee producL for own women
2010 ln !anuary 2010 1rung nguyen lnLroduced a new asslona Lhe flrsL coffee producL ln vleLnam wlLh
a new deslgn and new feaLures especlally focuslng on female consumers based on Lhe old coffee
producL named asslona havlng low caffelne lnslde

Cld asslona

new asslona

roducL lnnovaLlon
a 1he Charl (Lxcelsa) bean a rarelygrown coffee conLalnlng abouL 33 of Lhe normal caffelne ls Lhe key
componenL b new lngredlenLs are compounded Collagen sugar for dleL people vlLamln and some
lngredlenLs havlng orlgln from Aslan LradlLlonal medlcal planLs whlch are good for women's healLh and
beauLy c 1he new proposed lmage of Lhls producL ls deslgned WhlLe background wlLh Lhe plcLure of a
cup of coffee and a porLralL of a preLLy women Speclflc lnformaLlon provlded clearly ln Lhe LexL on Lhe
surface of Lhe package

roflle of 1argeL cusLomers
Cender lemale Age 2240 CccupaLlon Worklng aL offlce lncome $300430/monLh LlfesLyle acLlve
lndependenLly CharacLerlsLlcs welllnformed wllllng Lo learn care abouL healLh and beauLy 8uylng
slLuaLlon buylng coffee for refreshlng before worklng and uslng ln meeLlng wlLh frlends age

3

asslona Lhe coffee producL for own women
2010

SWC1 Analysls
S18LnC1PS 1he flrsL coffee producL for own women ln

vleLnam 1he flrsL coffee producL conLalns some lngredlenLs good for womens healLh SLrong
cooperaLe lmage of 1rung nguyens producL brand a good smell and a Lyplcal flavor especlally wlLh C7
lnsLanL coffee lnsplre creaLlvlLy 1he manufacLory ls locaLed ln Lhe counLry caplLal of coffee A wlde
dlsLrlbuLlon Lhrough C7marL mlnlsupermarkeL of own 1rung nguyen 600 reLall sLores as well as 1000
franchlses

WLAknLSSLS MarkeL share of 1rung nguyen sLlll ls small asslona ls noL wellknown 1he flavor of
coffee wlLh lowcafelne ls llgher Lo coffee addlcLs Lhan general coffee producL 1he seller sLaff ls noL
Lralned well

CC1u8nl1lLS Morden llfesLyle expandlng requlres producLs less Llmeconsumlng lnsLanL coffee
markeL keep wldenlng 1he Lrend of women [olnlng ln workforce ls lncreaslng MosL of currenL coffee
producLs conLalnlng a cerLaln quanLlLy of caffelne serve coffee general addlcLs Powever women
consumers speclally worry abouL coffee's effecLs on Lhelr healLh and body because of Lhe quanLlLy of
caffelne

1P8LA1S Many women are afrald of havlng acne caused by uslng coffee SLrong compeLlLors who
have experlence and sLrong flnance ln reLallaLory compeLlLlve sLraLegles may lnLroduce oLher drlnks for
women rlce lncrease for assoclaLed raw lngredlenLs such as sugar mllkeLc

CompeLlLor Analysls
- lndusLry rlvalry ls hlgh 1wo blg dlrecL compeLlLors of 1rung nguyen are vlnacafe and nesLcafe
(accounLlng for 73 Lhe coffee segmenL) 1he lnsLanL coffee markeL players have developed qulLe
speclflc value offerlngs based on Lhe addlLlonal lngredlenLs or sLyle of coffee preparaLlon Lspeclally
nesLcafe ls one brand of nesLle a mulLlnaLlonal company whlch has a blg budgeL and deep experlence
ln markeLlng and selllng sofLdrlnks and beverage ln global lf nesLcafe also lnLend Lo launch a new klnd
of coffee for own women 1rung nguyen wlll meeL a blg pressure ln compeLlLlon age

6

asslona Lhe coffee producL for own women
2010 - 1he LhreaL of subsLlLuLes ls hlgh ln vleLnamese markeL glven by Lhe propenslLy of vleLnamese
women Lo prefer Lea frulL [ulces soya bean mllkeLc wlLh Lyplcal flavors provlslon of vlLamlns and
cheaper prlce - 1he bargalnlng power of consumers ls hlgh glven LhaL lnsLanL coffee ls readlly avallable
Lhrough varlous dlsLrlbuLlon channels and boLh prlvaLe lndlvldual consumers and large wholesale buyers
(Lg lood 8everage CuLleLs) have a very wlde range of brands Lo choose from and wlll make
comparlsons - 1he LhreaL of new enLranLs ls hlgh glven LhaL ln Lhe pasL few years many domesLlc
players have enLered lnLo Lhe lnsLanL coffee markeL Affordable prlclng and locallsed producLs were
ldenLlfled by one lndusLry reporL (LuromonlLor 2008) as key drlvers for Lhe lncreased promlnence of Lhe
domesLlc coffee brands - As Lhe coffee bean commodlLy markeL ls an maLure open markeL Lhe
bargalnlng power of suppllers ls low

SLaLemenL of currenL MarkeLlng Challenges 1he currenL markeLlng sLraLegy of 1rung nguyen sLlll has noL
lncreased Lhe demand ln coffee for own women asslona because many vleLnamese women are afrald
of havlng
acne caused by uslng coffee and Lhey use oLher drlnks such as Lea or 8ed 8ull lnsLead of coffee Lo help
Lhem refresh before worklng lL sLlll has noL come lnLo Lhe mlnd of vleLnamese

women consumers abouL lLs beauLy beneflLs Lo women who wanL Lo llve fully wlLh passlon
and success ln llfe" 1herefore Lhls new producL sLlll ls noL a favorlLe drlnk of women ln vleLnam and Lhe
revenue from lLs sales ls noL as hlgh as expecLed

lll MarkeLlng and llnanclal Cb[ecLlves
1) 8alse awareness of cusLomers and coffee female consumers Lo 80 of asked people abouL coffee's
poslLlve effecLs especlally asslona's effecLs on women's healLh and beauLy by Lhe end of Lhe year
(2010) 2) Crow Lhe cusLomer daLabase by 3 wlLh new cusLomers maLchlng Lhe exlsLlng longLerm
cusLomer proflle by Lhe mlddle of Lhe nexL year (2011) age

7

asslona Lhe coffee producL for own women
2010 3) 1hls producL sLlll ln lnLroducLory sLage of Lhe producL llfe cylcle uurlng Lhls sLage we expecL Lo
have slow sales growLh and low proflLs buL are opLlmlsLlc for Lhe growLh sLage Lo lncrease boLh
1herefore Lhe markeLlng ob[ecLlve ln revenue ls achlvevlng Lhe sales LargeL [usL occuples 10 of LoLal
revenue of 1rung nguyen Corp afLer 1 year

lv MarkeLlng 8ecommendaLlons
1) oslLlonlng sLraLegy
Marc Cobe (2001 p48) lllusLraLes LhaL women base mosL of Lhelr declslonmakalng on emoLlon as
opposed Lo raLlonal elemenLs 1hey wanL Lo know whaL Lhe producL wlll do for Lhem personally 1hls
vlew also ls supporLed by 8rldgeL 8rennan (2009 p 82) LhaL whaL lnslde women's mlnds are whaL a
producL does for me ls whaL Lhe mosL lnLeresLlng" 1herefore Lhe poslLlonlng sLraLegy should be used
focuses on Lhe flrsL hlgh quallLy coffee producLs good noL only for women's work ln morden llfe buL also
for Lhelr healLh as well as beauLy one of lmporLanL Lhlngs Lo Lhem when Lhey use lL adequaLely and
regularly LmoLlonal brandlng program should be enhanced

2) 1he markeLlng mlx
21 roducL uLLlng new lngredlenLs creaLs advanLages for asslona ln provldlng a drlnk for Lhe healLh
and beauLy for women Powever Lhe producL package should glve more deLall lnformaLlon abouL lLs
poslLlve effecLs because women read lgrededlenLs and deLalls much more closely Lhan men Lo make
sure Lhere are no harmful elemenLs (Llsa PCuss 1999) 22 rlce lL ls a dally drlnk Lherefore lL needs
an accepLable prlce 1he prlce should be lncreased Lo reflecL asslona's hlgher range and lLs value glves
Lo women buL should noL hlgher lLs subsLlLuLes' prlce Moreover ln order Lo aLLracL women Lo buy Lhe
prlce also wlll noL be 10 hlgher Lhan oLher currenL coffee producL ln markeL 23 romoLlon
AdverLlslng We need more adverLlslng durlng lnLroducLlon and growLh sLage of asslona 8ecause Lhe
LargeL markeL of asslona ls female offlcers lLs adverLlslng also should relaLe Lo

should be used ln Lhe adverLlsemenLs

age

offlce ln Lhe mornlng and chaLLlng wlLh frlends wlLh Lhe aLLlLude llve well and work well"

8

Lhelr dally acLlvlLles and Lhelr llfesLyle 1he lmaglLlon of a acLlve and beauLlful women ln Lhe

asslona Lhe coffee producL for own women
2010 8eslde female magazlnes and 1v adverLlslng Lhe lnLerneL ls hlghly recommended for asslona
adverLlslng and puL more arLlcles abouL poslLlve effecLs of coffees wlLh conflrmaLlons of proffessors 1he
reason ls whlle a large number of women do go onllne for enLerLalnmenL and pleaseure women are
lncreaslngly dependenL of Lhe lnLerneL Lo save Llme (ScoLL M8oy 2000) especlally female offlcers
whose compuLers obvlously are Lhelr close frlends ln work Moreover morden young women use Lhe
webs LhaL has surpassed newspaper Lelevlslon radlo as a source of buylng lnformaLlon (Marc Cobe
2001) LnLerLalnmenLlng and pleasurable webs soclal neLworks also should be enhanced Lo use Lo puL
adverLlsemenLs because Lhey are favorlLe webslLes of women (Marc Cobe 2001) Sales promoLlon 1rall
samples should lssue wlLh C7 coffee ln reLall sLores ln order Lo lnLroduce lLs flavor wlLh currenL coffee
consumers because many vleLnamese women has preferred C7 due Lo lLs flavors before lurLhermore
by glvlng free samples ln female beauLy magazlne and leL women Lry lL dlrecLly asslona can reach more
poLenLlal consumers 8 and Sponsorshlp Marc Cobe (2001 p48) polnLed ouL LhaL as consumers
women wanL Lo be respecLed and dlalogue noL [usL a LransacLlon Moreover MarLha 8arleLLa (2003
p7779) also lllusLraLes LhaL one of whaL women Lake prlde ln ls recognlzaLlon" and one of whaL
women cherlsh ls warm close relaLlonshlps 1herefore some followlng klnds of 8 and sponsorshlp are
suggesLed asslona should sponsor evenLs honor women's role and Lhelr beauLy ln modern socleLy
occurrlng ln Lhe annual speclal day 1he relaLlonshlp wlLh women can be enhanced when Lhe lmage of
asslona always goes wlLh conferences or semlnars abouL good meLhods for women's healLh and beauLy
as well as free courses abouL sofL skllls for works and communlcaLlon 1hereby can aLLracL more young
women who are amblLlous Lo succeed ln Lhelr llfe as well as Lhelr career ln Lhese evenLs asslona wlll
also be glven as a free drlnk for parLlclpaLors We wlll use 1v programme as well as arLlcles speclallzlng
ln provldlng lnformaLlon relaLed Lo consumers' healLh Lo empheslze and broaden recognlzaLlons abouL
good effecLs of coffee LogeLher wlLh lLs healLhy usage lnLrucLlons 24 lacemenL ln vleLnamese
culLure people especlally modern women would llke Lo choose age coffee shops Lo meeL frlends aL
weekend and ln free Llme 1herefore asslona wlll be sold ln

9

asslona Lhe coffee producL for own women
2010 coffee shops besldes LrandlLlonal dlsLrlbuLlon channels LhaL offlce women prefer such as
supermarkeLs or reLall sLores 8esldes Po Chl Mlnh clLy and Panol caplLal are focal currenLly oLher large
clLles wlll also be served because Lhe women demand of coffee drlnks Lhere ls noL low 23 eople 1he
seller sLaff needs Lo be consLanLly apprlsed on Lhe producL knowledge AddlLonally Lhe sLaff wlll be
Lralned Lo feedback on women consumer behavlor Lo Lhe managemenL as polnLed ouL by !ohnsLon
(1993 p33) ln provldlng deLermlnanLs ln achlevlng servlce quallLy Servelng women respecLlvely and
frlendly ls Lhe mosL lmporLanL Lhlng ln Lralnlng Lspeclally Lhese sLaff wlll be Lralned for speclal evenLs
relaLed Lo 8 sLraLegy as well as lnLroduclng asslona Lo poLenLlal consumers

v

MarkeL lmplemenLaLlon (Assumed LhaL wlll sLarL aL 1
31 !uly 2011)
sL

sL

AugusL2010 and end aL

SLage roducL

8elaunch (36 monLhs) - Lmphaslze Lhe quallLy aspecLs and Lhe lnnovaLlon ln producL developmenL -
rlce sklmmlng remlum prlclng LhaL wlll seL lL aparL from oLher economy pack brands buL noL 10
hlgher Lhan oLher currenL coffee producL ln markeL - lree samples and LasLe LesL ln supermarkeLs and
ln fronL of offlce bulldlngs - AdverLlslng on 1v magazlnes onllne news bus sLaLlons wlLh slogan llve
well and work well" - ubllsh Lhe conflrmaLlon and lnLrucLlon of professors abouL uslng coffee as well as
lLs poslLlve effecL on 1v beauLy and famlly's magazlnes webslLes - Leverage on Lhe onllne communlLy
presence - Arrange speclal evenLs such as conferences or semlnars abouL good meLhods for women's
healLh and beauLy wlLh lnvlLaLlon publlc medla once/2weeks - lree courses abouL sofL skllls for
women's works and communlcaLlon once/2 weeks - Sponsor for evenLs for Lhe vleLnamese

More slzeOCrowLh (36 monLhs laLer) - MalnLaln Lhe quallLy of Lhe package - rlce sklmmlng wlLh
poLenLlal for dlscounLs relaLed Lo purchase rlce dlscounL Lhanks Lo large quanLlLy -Oof maln 1rung
nguyen's producLs C7 ConslsLency ln messages and monlLorlng lmpacL on reLall sLores and coffee
shops - lncrease adverLlslng Lo bulld brand preferences - Sponsor drlnks for 8eauLy compeLlLlons 2011
ln SepLember - lree samples as glfLs for female offlcers ln Lhe lnLernaLlonal women day 3rd March -
lree samples glven wlLh female magazlnes - Cups and spoons wlLh speclal deslgn wlll be glven wlLh
each 3 packages of asslona sold

rlce

romoLlon

age

10

asslona Lhe coffee producL for own women
2010 lace/Channel women's day 20Lh CcLober - 8eLalls sLores supermarkeLs - CLher channels should
maLch Lhe on Lhe move elemenLs coffee shops - roducL Awareness - oslLlve Consumer Cnllne
leedback - SelecLlve and lnLenslve dlsLrlbuLlon Cffer aL premlum supermarkeLs as well as coffee
shops - CLher large clLles are focused - Sales CrowLh

locus kls

roducL 1he conflrmaLlon of professors as well as healLhy usage lnsLrucLlons wlll be puL on Lhe package
AfLer 6 monLhs Lhe package wlll be ln 2 slzes Lhe flrsL one conLalns 30 coffee sLlcks (currenL package)
Lhe second one conLalns 13 sLlcks ln order Lo maLch more consumers' budgeL rlce 1he average
prlce/package (30 sLlcks) of oLher lnsLanL coffee producLs ln vleLnam markeL ls 30000 vnu 1herefore
Lhe currenL prlce of asslona (32000vnu) ls accepLable Powever mosL prlces end wlLh a nlne Lo make
shoppers feel LhaL Lhey are geLLlng a bargaln (8ernlce kanner 2004) 1herefore Lhe prlce of one
asslona's canlsLer should end wlLh 9 number such as 31999 vnu lnsLead of Lhe currenL prlce 32000
vnu 1he new slze of Lhe package (13 sLlcks) wlll be 16999 vnu AfLer 6 monLhs Lhe prlce wlll be
reduced by 10 as buylng 2 packages or 1 package of asslona wlLh 1 package of C7 romoLlon
AdverLlslng ls only effecLlve when promoLlons also are Laklng place (!ullan C 8oddy M 2002)
1herefore all promoLlon acLlvlLles as well as adverLlslng wlll occur aL Lhe same Llme durlng 1 year ln
parLlcular for flrsL 6 monLhs 1ask uescrlpLlon erson 8esponslble MarkeLlng Manager lace/Channels
erlod

a)

MeeL wlLh ueparLmenL ulrecLors Lo promoLe plan lncludlng budgeL lmpllcaLlons for deparLmenLs
followlng Lrlal lree samples and LasLe LesL supermarkeLs and ln fronL of offlce bulldlngs

Pead offlce

!une !uly 2010

b)

Sale group leaders

age

6 blggesL bulldlngs

Lvery Monday and 1hursday of AugusL 2010

11

Po Chl Mlnh clLy and Panol CaplLal

SupermarkeLs

Lvery weekends of AugusL 2010

asslona Lhe coffee producL for own women
2010 CLher large clLles Pue uanang Pal hong Can 1ho AdverLlslng on 1v magazlnes webslLes
AdverLlslng group leaders 1 blggesL supermarkeL and 1 offlce bulldlngs SepLember CcLober

d)

1v adverLlslng 8pm 1v channels v1v3 v1v1 on lrlday SaLurday Magazlne urp" (Lhe beauLy)
Sunday every week 1hr Clrl hr nr" (Lhe women Magazlnes and world) Prnh huc Cla ulnh"
webslLes 6 monLhs (Paplness and lamlly)"Src khre" (1he PealLh) WebslLes ngolsaoneL
vnexpressneL vleLnamneLvn Speclal 1v program abouL women's healLh and beauLy 1v program aL
weekends ln AugusL SepLember CcLober 2 arLlcles/monLh AugusL SepLember CcLober november
SaLurday Week 1 and 3 of SepLember CcLober

e)

ubllsh Lhe conflrmaLlon and lnLrucLlon of professors abouL uslng coffee as well as lLs poslLlve effecL on
1v beauLy and famlly's magazlnes onllne news

8 group leaders

Speclal secLlons for healLh and beauLy ln above female magazlnes and webslLes 8 group leaders
Conference cenLer ?ouLh and Women unlon cenLer ln Panol and Po Chl Mlnh ClLy

g)

Arrange conferences or semlnars abouL good meLhods for women's healLh and beauLy wlLh lnvlLaLlon
publlc medla once/2weeks lree courses abouL sofL skllls for women's works and communlcaLlon once/2
weeks Speclal evenL for Lhe vleLnamese women's day (20Lh CcLober) honor women who are famous
due Lo Lhelr successes ln dlfferenL flelds Share experlence and emoLlon abouL llfe and works

h)

8 group leaders

?ouLh and Women unlon cenLers ln Panol and Po Chl Mlnh ClLy

SaLurday Week 2 and 4 of SepLember CcLober november 20Lh CcLober

l)

8 group leaders

Panol or Po Chl Mlnh ClLy (1hls LvenL wlll be showed on v1v 3)

[)

8 group leaders

Soclal neLworks lacebook ?ahoo 360plus MulLlplycom

AugusL2010 Lo !uly 2011

noLe MosL of Lhe Llme of" promoLlon acLlvlLles occurs aL weekends LhaL are free Llme for women Lo
Lake parL ln 1v channels and magazlnes webslLes are selecLed due Lo Lhelr level of

age

12

asslona Lhe coffee producL for own women
2010 belng famous Lo women ln vleLnam All adverLlsemenLs wlll keep broadcasLlng wlLhln 12 monLhs
(ln whlch Lhe acLresses and Lhelr lmages wlll be changed once/6monLhs) Speclflc promoLlon plan abouL
Lhe place and perlod for oLher acLlvlLles for Lhe nexL 6 monLhs wlll base on markeLlng research abouL
women consumer reacLlon Lo Lhese promoLlon acLlvlLles ln Lhe flrsL 6 monLhs as well as Lhe parLlcular
lnformaLlon from organlzaLlons of beauLy compeLlLlons lace Coffee shops are selecLed LhaL are nearby
buslness deparLmenLs or offlce bulldlngs ln order Lo make lL easy and convenlenL for women offlcers Lo
buy and en[oy 1he lncenLlves Lo sellers ln Lhese coffee shops are Lhe dlscounL 20 on paymenL as Lhe
quanLlLy sold ls 10 hlgher Lhan Lhe quanLlLy glven and free provlslon of one or Lwo new magazlnes'
paper LhaL have arLlcles abouL posslve effecLs of coffee on womens' healLh and beauLy wlll be glven for
Lhelr cusLomers readlng ln Lhese shops CLher large clLles Pue uanang Pal hong Can 1ho wlll be Lhe
nexL focal places Lo lncrease dlsLrlbuLlon from Lhe fourLh monLh of Lhls plan lamous coffee shops as
well as reLall sLores ln Lhe cenLers of Lhese clLles wlll be covered wlLhln 3 monLhs from november2010
Lo !anuary2011 eople Lmployees are Lralned Lo connecL wlLh cusLomers focus on cusLomer
lnLlmacy" greeL cusLomers wlLh a smlle enLhuslasLlcally welcome cusLomers and esLabllsh eye
conLacLeLc lL ls recommended LhaL we rosLer our 100 fronLllne sLaff ln lnLroduclng asslona Lo
compleLe Lhe phaseapproach Lralnlng Lo undersLand women consumer behavlor and sLrengLhen
communlcaLlon skllls wlLh women boosL producL enLhuslasm and lncrease cusLomers confldence ln
asslona 1hese sLaff wlll serve ln recommended evenLs conferences semlnars courses as well as
communlcaLlon wlLh women ln soclal neLworks 1ralnlng focus roducL knowledge and poslLlve effecLs'
coffee on women's healLh 1ralner roducL manufacLurer MonLh !une 2010 Week 1 2 SloLs 30 30
8emarks Croup leaders glven prlorlLy Cne Llme course held weekly ln mornlngs over a 2hourly
seslon

age

Women cusLomer

rofessors ln psychology as

!une

1

23

13

CuallLy cusLomer servlce

MarkeLlng Manager

!uly

1

100

Cne Llme course held over 1 day

asslona Lhe coffee producL for own women
2010 behavlor and communlcaLlon skllls wlLh women well as lecLurers ln communlcaLlon sklll classes of
Lhe sofLsklll cenLer !uly 2 3 4 23 23 23

vl 8udgeL
uescrlpLlon roposed budgeL (uSu) AdverLlslng $100000 8udgeL requesLed ln 2010 $30000 1he cosLs
for adverLlsemenLs on 1v magazlnes and webslLes based on Lhelr fee llsLs Sponsorshlp 8 evenLs
$60000 100000 $40000 1he sponsorshlp and 8 evenLs $60000 wlll occur ln 2010 more Lhan ln 2011
1ralnlng $30000 $30000 1he cosL for Lralnlng based on Lhe LuLor fee ln Lhe sofLsklll cenLer CosLs of
free samples and glfLs 1oLal $ 340000 $210000 $30000 $30000 8emarks

vll LvaluaLlon ConLrol
Pleblng (1997 p110) sLaLed LhaL weaknesses can appear Lo be opporLunlLles and we wlll address Lhese
vla quanLlLaLlve and quallLaLlve meLhods Lo moderaLe our nexL markeLlng plan As follows Sales
8esearch 1he sales LargeL ls Lo occupy 10 of LoLal revenue of 1rung nguyen Corp Sales 1he expenses
for promoLlon and adverLlslng ln Lhls perlod are also hlgh ln Lhls perlod 1herefore Lhe acLual revenue
and expense wlll be consldered and monlLored monLhly and quarLerly roducL 8esearch 1o lncrease
saLlsfacLlon of LargeL cusLomers we need Lo puL new lngredlenLs good for women's healLh and beauLy ln
asslona We wlll geL feedback from professors ln 1he naLlonal lnsLlLuLe of nuLrlLlon Lo ad[usL our
producL varlablllLy lf necessary

age

14

asslona Lhe coffee producL for own women
2010 MarkeL research 1o know CusLomer SaLlsfacLlon level of asslona we wlll use feedback channels
such as surveys on webslLes LhaL have a plenLy of users ngolsaoneL vleLnamneLvn vnexpressneL eLc
lurLhermore ln order Lo geL oplnlon of focus groupwomen consumers Lhe sLaff wlll geL feedback
dlrecLly from women cusLomers who Lake parL ln LasLe LesLs ln supermarkeLs and ln fronL offlce bulldlng
as well as Lhe evenLs semlnars sofL sklll courses LhaL 1rung nguyen Corp sponsors and arranges
Moreover we also need sollclL feedback from Lhe coffee shop owners abouL Lhe number of Lhelr
cusLomers drlnklng asslona as well as Lhelr aLLlLudes abouL Lhe producL We wlll compare all Lhe
feedbacks8esponse from SLaff also wlll be consldered wlLh Lhe sales of asslona LssenLlally we wanL
Lo achleve aL leasL 70 of parLlclpaLes ln surveys saLlsfy wlLh asslona's LasLe and quallLy romoLlonal
8esearch We wanL Lo ensure LhaL 80 of asked people especlally coffee female consumers knowlng
abouL coffee's poslLlve effecLs and asslona's effecLs on women's healLh by Lhe end of 2010 1hus Lhe
number of vlewers of 1v programs magazlnes' papers lssued and Lhe webslLes LhaL have asslona's
adverLlsemenLs and lnformaLlon abouL coffee's poslLlve effecLs on women's healLh and beauLy as well
as Lhe number of parLlclpaLors ln promoLlonal evenLs wlll be consldered and compared Lo Lhe amounL of
sales monLhly 1hereby we know whlch channels need Lo be changed and used Lo ralse awareness of
LargeL consumers abouL Lhe producL We can also look aL compeLlLor acLlvlLles and Lhe Lrend of Lhelr
sales ln order Lo modlfy our acLlvlLles from open sources such as onllne news on webslLes

age

13

asslona Lhe coffee producL for own women
2010

8LlL8LnCLS
1) 8ernlce kanner 2004 ockeLbook ower Pow Lo 8each Lhe PearLs and Mlnds of 1oday's MosL
CoveLed ConsumersWomen uSA McCrawPlll 2) 8rldgeL 8rennan 2009 Why she buys Lhe new
sLraLegy for reachlng Lhe world's mosL powerful consumers ln uSA Crown 8uslness 3) !ullan C
8obby M 2002 Sales romoLlon Pow Lo creaLe lmplemenL and lnLegraLe campalgns LhaL really work
3rd ed London kogan age LlmlLed 4) Marc Cobe 2001 LmoLlonal 8randlng Lhe new paradlgm for
connecLlng brands Lo people new ?ork AllworLh ress 3) MarLha 8arleLLa 2003 MarkeLlng Lo women
ln uSA uearborn 1rade ubllshlng 6) 8os !ay 2003 MarkeLlng lans ln a week London CharLered
ManagemenL lnsLlLuLe 7) koLler keller 2009 MarkeLlng ManagemenL 13Lh ed ln new !ersey
earson renLlce Pall WebslLes hLLp//blog[unLa42com/conLenL_markeLlng_blog/2010/03/a
markeLersguldeLosoclalmedla8keysLosuccesshLml hLLp//wwwneLmbacom/markeLlng/prlclng/
hLLp//wwwhealLhharvardedu/press_releases/coffee_healLh_rlsk
hLLp//ezlnearLlclescom/?SurprlslngCoffeePealLh8eneflLslorWomenld2433482

age