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This article has strong enough arguments to be passed, more evidence is needed to get a merit score. An analysis of Trung Nguyen coffee about how they apply 7p to their marketing strategy For reference purposes only, may differ from the briefs of new articles.
ASSIGNMENT FRONT SHEET Qualification BTEC Level HND Diploma in Business Unit number and title Unit Marketing Essentials Submission date 2019 Date Received 1st submission Re-submission Date Date Received 2nd submission Student Name Student ID Class Assessor name Student declaration 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 Student’s signature Grading grid P3 M3 Summative Feedback: Grade: Resubmission Feedback: Assessor Signature: Date: Internal Verifier’s Comments: Signature & Date: INTRODUCTION In this report, I will present my personal research about extended marketing mix applications of Vinacafe and Trung Nguyen cafe in comparison and give my individual evaluation as well The marketing mix Marketing mix only gathers marketing tools used by businesses to achieve marketing goals in the market The term was first developed in 1950 by Neil Borden (Borden, 1964) A famous marketer, E Jerome McCarthy, suggested sorting by ‘4Ps’ in 1960, which is now widely used (Brassington & Pettit, 2005) Marketing mix which is classified according to 4P model includes: Product, Price, Place, Promotion are used in goods marketing activities Over time, this model was developed into 7Ps according to the complexity and improvement of modern marketing Booms and Bitner (1981) have introduced other additional 3Ps: Process, People, and Physical Evidence to improve the marketing activity when the product no longer stops at the line tangible chemistry is also invisible services The successful of marketing relies in interaction and synergy between marketing mix elements as it does on good decisions within those elements themselves A good product with bad communication will not work, and similarly a bad product with the glossiest advertising will not work either (Brassington & Pettit, 2005) Companies in brief: Trung Nguyen Group is an enterprise operating in the fields of coffee production, processing and trading; franchise; modern distribution, retail and tourism services Trung Nguyen Coffee is one of the leading famous brands in Vietnam and is present in more than 60 countries around the world The Vinacafé brand was established in 1983, and the company became a joint stock company in December 2004 Its coffee products have been awarded the title of "Highest Quality Vietnamese Product" in 1995 Product Product is one of the first marketing mix components in 4p series It can be a tangible product or an invisible service that can meet, serve, satisfies the needs of customers Then the brand factor, you can use the company brand associated with the product to create new names This element may depend on the Language at each location Next is packaging and labeling Finally, you should add more support services to customers during the purchase process to bring them complete and highly responsive products Trung Nguyen: focus on developing the diversity of instant coffee product (highly convenient) Many kind of coffee types was produced to serve the different taste of customer like black coffee, brown coffee, milk coffee, white coffee, strong coffee, coffee for women Moreover, the company still have various products aim to upper class like Weasel Coffee, roasted coffee, capsule coffee When the company runs marketing in Vietnam they call on Vietnamese people to use Vietnamese goods, they also open drinking test programs so that customers can evaluate the quality of their coffee products with other competitors' coffee products Beside that, Trung Nguyen also pays great attention to packaging, they pack the coffee into small packages that are easy for users to carry Vinacafe: same product line of Trung Nguyen Vinacafe also develop new product in creative way like the combination of energy drink and the taste of coffee: Wake Up 247 They think that can attract the customer’s attention who love both products Both companies use this type of strategy to prolong their product line, take competitive advantage Although they don’t have any changing on raw materials but they advertise like it’s the new product Moreover, they change their product to more convenience and create an image that they are the best choice Price Price is an important marketing mix tool for both creating and capturing customer value ( Kotler, P and Armstrong, G., 2013) Valuation in today's fiercely competitive environment becomes extremely important and challenging If product prices are set too low, businesses will have to focus on selling in larger quantities to earn profits If the price is too high, customers will gradually turn to competitors products The main factors included in the price strategy include initial price, list price, discounting rate There has two way to set price, the first is determined by value-based, second is cost-based Marketer will decide which way they use by depending in what they provide, the need of customers or their perception to this product The beverage market is almost exclusive with a large number of customers and few sellers Due to the wide distribution of products, the price of Vinacafe products depends on the price of competitors, Trung Nguyen coffee Both brands use methods to lower product prices as a discount for retailers when buying in bulk Therefore, the volume of goods will be consumed at a faster rate with higher interest rates The price is not much different when referring to intermediate distribution units such as Shoppe, the price for box of coffee wake up of Vinacafe is 18 packs each pack is 17gram is sale for 30,000 VND, Trung Nguyen coffee is 33,000 VND for 18 packs each pack is 16 grams Place Distribution channels are representative of where a product can be traded, displayed, introduced Distributors can be retailers or e-commerce stores on the internet Owning a distribution system is an important factor to bring products to customers If businesses not invest, develop proper distribution channels can waste effort to advertise and produce products without making the market successful On consumer channel, we can apply producer to consumer, producer to retailer to consumer or producer to wholesaler to retailer to consumer On business channel, we have producer to business customer, producer to business distribution and producer to mfr rep to business distributor to business customer As of the end of 2017, Vinacafé's product distribution system (Masan Beverage's distribution system) is considered the strongest, deepest and most extensive distribution system in the country with more than 130,000 retail outlets Set market in 63 provinces and cities nationwide with distribution centers in the North, Central and South Distribution of export goods - future prospects Currently, Vinacafé brand not only develops in the domestic market but also expands the international market by exporting instant coffee products to many countries around the world such as China, America, Canada, Taiwan, Revenue from export sales of Vinacafé in 2017 reached VND 184 billion, accounting for 5.66% of the Company's total sales revenue Total revenue: VND 3,249 billion (vinacafe, 2017) Trung Nguyen applies both business and consumer channels Manufacturer to wholesaler: 121 exclusive distributors Manufacturer to retailer: 7000 sale points and 59000 retail stores Producer to consumer: Trung Nguyen cafe has its own store named G7 This store chain is reaching 200 stores The first company in Vietnam to implement franchising business model with about 1000 franchise cafes Trung Nguyen coffee products are exported to more than 60 countries worldwide, typically USA, Canada, Russia, England, Germany, Japan, China, Asean the total revenue is 3,950.7 billion in 2017, G7 provides nearly 16 billion cups of coffee to global customers (vietnambiz, 2017) To compare Trung Nguyen got better results by its product distribution network Promotion After planning and developing a good product, setting a suitable product price, and making it available to customers, the companies now need to communicate their value propositions to customers ( Kotler, P and Armstrong, G., 2013) The purpose is to improve the consumers’ awareness about their products, leading to the developing in sales, and also creating brand loyalty There are many kinds of promotion mix: advertising, sale promotion, public relation, personal selling and direct marketing Developing effective communication which have steps First is identifying target audience, then is set the communication objectives that may to raise customer awareness in products and support for sales Third, we design the message which are encouraged to align well with the company branding and reputation Then, you choose media and select message source Each Trung Nguyen product offers its own message: “Cà phê Trung Nguyên giúp suy nghĩ mạnh hơn” “Đaị diện niên kỷ 21 với tách cà phê” ‘Nghĩ nhanh mạnh 777” So the target audience of Trung Nguyen is every kinds of people who use café like the inspiration source to help people creative that lead to success Vinacafe said that this business will only sell pure coffee, instead of soy-based products like before The brand conveys the message: "At Vinacafé, we always believe that" coffee must be coffee " From August 1, 2016, every coffee from Vinacafé is pure coffee It like the commitment from vinacafe so people can enjoy the taste of truly café with no nervous Both companies use variety of medias: public banner, TV commercial, intermediaries The report on the popularity of instant coffee brands conducted by Vinasearch in April 2017 shows that, in terms of brand popularity, take turns at the top of the measurement indicators including Nescafé and G7 (Trung nguyen cafe) has the highest popularity, 31.7% and 30.8%, respectively The two leading brands keep a long distance from the rest of the top brands: Vinacafe 17.3%, Wake up 7.1%, Café Pho 6.5% (vinasearch, 2017) People Many services depend on direct, personal interaction between customers and a firm's employees (like getting a haircut or eating at a restaurant) The nature of these interactions strongly influences the customer's perceptions of service quality Customers often judge the quality of the service they receive largely on their assessment of the people providing the service Successful service firms devote significant effort to recruiting, training, and motivating their personnel, especially but not exclusively those who are in direct contact with customers (Christopher H Lovelock, 1999) For Trung Nguyen, they have G7 mart chain stores to supply products directly to customers, also have their own branded coffee shops, staff standards are always attentive and enthusiastic to guests In Vinacafe, it mainly distributes products to wholesale and retail agents, so the people factor does not stand out as Trung Nguyen coffee Process A particular method of operations or series of actions, typically involving steps that need to occur in a defined sequence The process describes the method and sequence in which service operating systems work Badly designed processes are likely to annoy customers because of slow, bureaucratic, and ineffective service delivery Similarly, poor processes make it difficult for front-line staff to their jobs well, result in low productivity, and increase the likelihood of service failures (Lovelock & Wright, 1999) There are a few sorts of process can be used here in services To begin with, people processing is the process of tangible actions to people's bodies (hair shop, motel, hostel, restaurant) The second one is possession process which involves tangible actions to goods and other physical possessions belonging to customers (fixing service, store) The third is mental stimulus process has intangible actions directed at people minds (weather forecast, cinema) The last one is information process which is Includes intangible actions directed at customers' assets (insurance, banking service) The challenges in the service process are to ensure productivity, quality, demand and capacity at the same time Therefore, process design should be carefully considered so that both profit and customer satisfaction can be improved Both companies, in process of processing products, checking samples with strict standards Preserving coffee beans in a dry place and often checking humidity, packaging with special lining and one-way valve Because Trung Nguyen has its own chain of coffee shops, they also have the process of serving customers to use the product in their shops enthusiastically, full of the flavor of coffee to satisfy customers In that case we can see the process from Trung Nguyen more complete than Vinacafe because of Trung Nguyen has the service process In my point of view Vinacafe should provide the service process to increase competitive advantage to the rival industry Physical evidence The appearance of buildings, landscaping, vehicles, interior physical evidence: visual furnishing, equipment, staff members, signs, printed materials, and other visible cues all or other tangible clues that provide tangible evidence of a firm's service style and quality Service firms need to provide evidence of service manage physical evidence carefully because it can have a profound impact on quality, customers' impressions In services with few tangible elements, such as insurance, advertising is often employed to create meaningful symbols For instance, an umbrella may symbolize protection, and a fortress, security (Christopher H Lovelock, 1999) In the coffee shops of Trung Nguyen, the special feature of these cafe shop is the open space, relaxing music for customers, there are many types of books for customers to read while enjoying coffee The uniform that has designed polite, elegance, friendly with customers, that is the combination of black and red which black is coffee, the red one stands for the color of nation- Vietnam Vinacafe once again that don’t have the coffee shops or any physical evidence like Trung Nguyen so they need to upgrade themselves to not to lose Trung Nguyen Café In conclusion, we can see Trung Nguyen has great advantage to expand the market compared to Vinacafe, the reason here, we can conclude is Vinacafe now is not concentrating in the last 3P so they are loss of advantages compared to Trung Nguyen café References Kotler, P and Armstrong, G., 2013 Principles of Marketing 15th ed London: Prentice Hall Borden, N., 1964 marketing s.l.:s.n Brassington & Pettit, 2005 Essentials of marketing London: Pearson vietnambiz, 2017 vietnambiz [Online] Available at: https://vietnambiz.vn/tap-doan-trung-nguyen-kinh-doanh-ra-sao-trong-4-nam-ong-dang-lenguyen-vu-thien-dinh-58506.html [Accessed 22 February 2019] vinacafe, 2017 annual report , Bien Hoa: vinacafe vinasearch, 2017 Popularity of instant coffee, Vietnam: Vinasearch ... Armstrong, G., 20 13 Principles of Marketing 15th ed London: Prentice Hall Borden, N., 1964 marketing s.l.:s.n Brassington & Pettit, 20 05 Essentials of marketing London: Pearson vietnambiz, 20 17 vietnambiz... https://vietnambiz.vn/tap-doan-trung-nguyen-kinh-doanh-ra-sao-trong-4-nam-ong-dang-lenguyen-vu-thien-dinh-58506.html [Accessed 22 February 20 19] vinacafe, 20 17 annual report , Bien Hoa: vinacafe vinasearch, 20 17 Popularity of instant coffee, Vietnam: Vinasearch ... about extended marketing mix applications of Vinacafe and Trung Nguyen cafe in comparison and give my individual evaluation as well The marketing mix Marketing mix only gathers marketing tools