Marketing strategy for poca snack 2012 2015

TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBMM5 NGUYEN THI MY NGOC MARKETING STRATEGY FOR POCA SNACK Tai Lieu Chat Luong 2012 – 2015 MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor’s Name: Dr Nguyen Minh Kieu Ho Chi Minh City (2012) i CERTIFICATE I certify that the substance of this project has not been submitted for any other degree and is not currently being submitted for any degree or qualification I also certify that, to the best my knowledge, any help received in preparing this project, and all the resources used have been acknowledged in this project Signature:……………………………………… NGUYEN THI MY NGOC iii ACKNOWLEDGEMENTS Firstly, I would like especially to acknowledge my Direct Professor, Dr Nguyen Minh Kieu – Vice Dean of graduate office from HCMC Open University, for his guideline, advice, support and contributions throughout this project Secondly, I also want to acknowledge Dang Thanh Hung – Marketing Manager for his comments on the project’s methodology and valuable experience in doing project I also grateful thank the Marketing Department of Pepsi International Company for their supporting data on my cases study Next, I also wish to thank Prof Olivier Kupferman of the subject Marketing & Business Planning and Prof Jean – Pierre Baeyens of the subject Strategic marketing for their theory I am particular great thank the founders of this study program, Prof Tran Anh Tuan who create opportunity for me to study this useful program as well as all professors and coordinators of this study program Finally, I am grateful for my family, my friends, my classmates for their support and encouragement to pursue this study successfully iv TABLE OF CONTENTS  Certificate Page i  Advisor’s comments Page ii  Acknowledgements Page iii  Table of contents Page iv  List of abbreviations Page vi  List of tables and figures Page vii CHAPTER 1: INTRODUCTION Page 01 1.1 Rationale of the study Page 01 1.2 Objective of the study Page 01 1.3 Scope and limitations Page 01 1.4 Research method Page 02 1.5 Structure of study Page 02 CHAPTER 2: LITERATURE REVIEW OF MARKETING STRATEGIES Page 03 2.1 Concept of Marketing Strategy Page 03 2.1.1 Definition of Marketing Strategy Page 03 2.1.2 Marketing strategy process Page 03 2.2 Marketing Strategies Page 04 2.2.1 The Competitive strategies Page 04 2.2.1.1 Market leader strategies Page 04 2.2.1.2 Market – challenger strategies Page 06 2.2.1.3 Market follower strategies Page 07 2.2.1.4 Market niches strategies Page 08 2.2.2 The Product life cycle strategies Page 09 2.2.2.1 Strategies for the introductory phrase Page 09 2.2.2.2 Growth strategies Page 10 2.2.2.3 Strategies for Maturity Page 10 2.2.2.4 Strategies for decline Page 11 v 2.2.3 The product line strategies Page 12 CHAPTER 3: THE MARKET ANALYSIS Page 15 3.1 Marketing environment analysis Page 15 3.1.1 Macro-environment analysis Page 15 3.1.1.1 State of the world Page 15 3.1.1.2 State of economic development in Vietnam Page 16 3.1.1.3 Demography in Vietnam Page 16 3.1.1.4 Social trend in Vietnam Page 18 3.1.1.5 The government promotes local products Page 18 3.1.1.6 Environment concerns Page 19 3.1.2 Micro – environment analysis Page 19 3.1.2.1 Market analysis Page 19 3.1.2.2 Distribution trend Page 22 3.1.2.3 Competitor information Page 26 3.1.2.4 Customer insight Page 35 3.2 Pepsi International and Poca brand information Page 41 3.2.1 Pepsi International information Page 41 3.2.2 Poca snack information Page 42 3.2.3 Poca Sales performance Page 43 3.2.4 Poca Marketing performance Page 49 3.3 Poca SWOT analysis Page 51 CHAPTER 4: MARKETING STRATEGIES 2012 – 2015 Page 53 4.1 Vision and Mission Page 53 4.2 Marketing Objectives Page 53 4.3 Marketing Strategies from 2012 to 2015 Page 53 4.3.1 Overall strategies for Poca snack category Page 53 4.3.2 Competitive strategies Page 55 4.3.2.1 Strategies for Potato Chip Page 55 4.3.2.2 Strategies for Extruded snack Page 55 4.3.2.3 Strategies for Peanut Page 57 4.3.3 Marketing mix strategies Page 58 4.3.3.1 Product strategies Page 58 4.3.3.2 Price strategies Page 65 4.3.3.3 Place strategies Page 65 4.3.3.4 Integrated marketing communication strategies Page 67 CONCLUSION Page 70 APPENDIX Page 71 REFERENCES Page 75 vi LIST OF ABBREVIATIONS FMCG: GDP: SWOT: CEO: PR: GT: MT: R&D: BCG: SBU: CPI: CAGR: KA: IMC Fast moving customer goods Gross Domestic Product Strengths, Weakness, Opportunities, and Threats Chief Executive Officer Public Relationship General Trade Modern Trade Research and Development Boston Consulting Group Strategic business unit Consumer Price Index Compounded Annual Growth Rate Key Account Integrated Marketing Communication vii LIST OF TABLES & FIGURES FIGURE Figure 2.1: Strategic planning process Page 04 Figure 2.3: The BCG growths – share matrix Page 12 Figure 3.1 Total Vietnam Population 2009 Page 17 Figure 3.2: Sales of Package Food by Category: Value 2005-2010 Page 20 Figure 3.3: Sales Sweet and Savoury Snack by Category: Value 2005- 2010 Page 20 Figure 3.4: Sales Growth of Sweet and Savoury Snack Page 21 Figure 3.5 : Share of Sales Sweet and Savoury Snack by Category 2010 vs 2005 Page 21 Figure 3.6: Sales Sweet and Savoury Snack by Category: Value 2010 – 2015 .Page 22 Figure 3.7: Total Vietnam Share of Trade Page 23 Figure 3.8: Brand Loyalty Page 24 Figure 3.9: Sales of Sweet and Savoury Snack by Distribution format: % Analysis 2005 – 2010 Page 24 Figure 3.10: Penetration Rate for each SKU / CHANNEL Page 25 Figure 3.11: Sweet and Savoury Snack Company Share 2009 Page 26 Figure 3.12: Sweet and Savoury Snack Brand Share 2009 Page 27 Figure 3.13 Tan tan’s Portfolio Page 29 Figure 3.14: Kinhdo’s Portfolio Page 31 Figure 3.15: Orion’s Portfolio Page 32 Figure 3.16: Oishi’s Portfolio Page 34 Figure 3.17: Ratios of Snack usage Page 35 Figure 3.18: Frequency of Usage Page 37 Figure 3.19: Place to buy Snack .Page 38 Figure 3.20: When to buy Snack Page 38 Figure 3.21: Where to buy Snack .Page 40 Figure 3.22: Who to buy Snack with Page 40 Figure 3.23: Reasons to eat Snack Page 41 Figure 3.24: Benefit to eat Snack Page 41 Figure 3.25: Poca snack’ categories’ portfolio Page 43 Figure 3.26: Sales of Poca snack: Value 2006 – 2011 Page 44 viii Figure 3.27: Sales of Poca Snack: % value growth 2006 – 2011 .Page 44 Figure 3.28: Sales of Poca Snack by Category: % analysis 2011 Page 45 Figure 3.29: Sales of Poca snack by Distribution: % analysis 2011 Page 45 Figure 3.30: Sales of Poca snack by Distribution: % analysis 2011 Page 46 Figure 3.31: Value map of Poca Snack Page 47 Figure 3.32: Price index in Potato chip 2011 Page 48 Figure 3.33: Price index in Extruded snack 2011 .Page 48 Figure 3.34: Price index in Peanut 2011 Page 49 Figure 4.1: Poca BCG Matrix Page 54 Figure 4.2: Poca snack products life cycle .Page 58 Figure 4.3: A vertical marketing system of Poca Snacks Page 66 TABLE Table 3.1: GDP Real Growth rate and Inflation rate, CPI Year average (%) Page 16 Table 3.2: Pocato chip Brand Equity 2011 .Page 49 Table 3.3: Extruded snack Brand Equity 2011 Page 50 Table 3.4: Peanut Brand Equity 2011 .Page 50 Table 4.1: Poca BCG Matrix Page 54 Table 4.2 Marketing Mix for Poca snacks Page 59 Table 4.3: Poca snacks’ targeting Page 60 Table 4.4: Poca snacks’ positioning Page 61 Table 4.5: Poca snacks pack sizes and flavors Page 62 1 CHAPTER 1: INTRODUCTION 1.1 RATIONALE OF THE STUDY It is expected that sweet and savory snack’s performance in Vietnam will be good given increasing consumer demand and improved living standards People will consume all kinds of snacks and indulgence food in general and potato chip in particular However, due to the fact that per capita consumption for sweet and savory snacks, which called snack market, in Vietnam is still relatively low compared to neighboring countries, the potential for market expansion in the near future is huge Better economic condition will revive consumers’ confidence in spending which is another important factor to drive sales growth of this sector Therefore, this market is really attractive and it should be invested in more to create a bigger market size Although joining quite late in Vietnam market and not strong in FMCG (Fast moving customer goods) distribution, Poca, a brand of Pepsi International, increases significantly and becomes one of big players in Vietnam snack market This is the reason why I think Poca snack categories enough ability to undertake to make the total snack market develop in the future 1.2 OBJECTIVE OF THE STUDY The project will give readers the overview of the snack market It also identifies the key factors which Poca snack categories could take advantages in its market and indicates sustainable strategies to apply from 2012 to 2015 1.3 SCOPE AND LIMITATION The project mainly studies on sweet and Savoury snack market, which is contributing considerable sales of Poca snack categories in particular and Pepsi International in general 1.4 RESERCH METHOD The project uses the primary data, including Sweet and Savory Snacks in Vietnam and packaged Food in Vietnam of Euro - monitor International in November 2010, Notebook of Nielsen and other databases on Internet and They are useful not only for comparing chips to other categories in Sweet and Savory Snack but also for supplying Vietnamese picture in Economy and Social situation Furthermore, it uses the secondary data, Retail Audit Report (Nielsen, 2011) to have the comprehensive potato chip market view in Vietnam in general, the Poca situation in particular It also uses Pepsi International internal data in order to understand more the Poca brand and their competitors Next, this project still uses the research report about target customer’s behavior and attitude in snack in Ho Chi Minh City This could a good base to make us understand more about them, the reason why they use snack, and what they expect about snack products There are 200 questionnaires delivered via email and in direct to the respondents living in Ho Chi Minh City Besides, they are the main targets of snack product, including Schoolaged children (3 – 14 years old), Teenagers (15-19 years old) and Young adults (20-29 years old) The response is 120 After filtering, a number of questionnaires were eliminated due to many missing values The data were based on 100 qualified questionnaires – the sample for analysis 1.5 STRUCTURE OF STUDY The project consists of four chapters The project has the following structure Chapter introduces the project basic, such as rationale of the study, objectives, limitation of the research, and research method Chapter mentions the theoretical foundation of marketing strategies Chapter talks about the Pepsi International Company and Poca snack information It also supplies with market overview, such as the snack market, the competitor situation, the customer insight and the Poca S.W.O.T analysis All of them are strong foundation to set the objectives and strategies Chapter deals with its objectives and strategies to gain these objectives for the period 2012 – 2015 62 Table 4.5: Poca snacks pack sizes and flavors Brand Poca Category Potato chip Pack Add on sizes ingredients 30g Collagen & 50g Vitamin E Flavor  Mediterranean Sea:  Grilled meat & Valencia tomato  Napoli pizza 150g Select Extruded 30g Collagen & snack 50g Vitamin E 150g Party  Perigord pate  Spanish: Spanish Chicken Paella  England: English Roast Beef Extruded 30g Collagen & snack 50g Vitamin E  Italia:  Pizza tomato 150g  Chicken with Italian herbs  Italian Red Meat  Tomato sauces  Australian: Australian taste with ham and keens mustard  Mexico: Mexican Tomato Chicken  South Africa: Chutney  American:  American Cheeseburger  Buffalo Mozzarella Tomato and Basil  American roast chicken  Steak & onion  BBQ, BBQ rib  New Yorker’s Street Cheese Dog Cheetos Extruded 30g Canxi & DHA  Roasted wild boar, BBQ bull snack Nutz Nut  Fried jungle fowl legs 10g Canxi & DHA  Nut with cheese, Nut with coconut  Nut with salt, Nut with wasabi, nut with chocolate Packaging direction According to Healey (1988), the packaging is one of several tool in the brand-building tool kit and it can accomplish the following functions 63  Communicating brand identity (achieved by differentiating a product from its competitors, telling a story, conveying an image of value, and marking an emotional impression);  Attracting attention in busy retail space (the package serves as a sign and advertisement);  Positioning a product within a certain category or price range;  Performing a useful function, even supplanting the product itself in importance (the package serves as container and protector, and carries instructions for use and information on nutrition, health, and safety); and  Fulfilling some corollary function Here are some directions about Packaging, which Poca should go in order to make target customers interesting in when they see them in the market Moreover, it creates differences and makes them believe and buy more product quality First, it should be green It means the packaging is produced by Kraft paper or recycled corrugated cardboard This is a new trend which using in many countries in the world Second, it should us a preservation method, such as tin band, re-sealable zip and tear-along line Due to many people become busy nowadays, so they usually buy products with bigger weight which they could use for many times and many days Hence, the zip in the packaging could meet this need 64 Next, the design should be unique, differentiated, simple, clean & neat Especially, it should be make customers think this the product for them Final, the packaging should have sense intriguers For example, smell (2 – way degassing value), slight (clear window), touch & Hearing (by squeezing the bag) and taste (under research) are examples 65 4.3.3.2 Price strategies Due to Vietnamese people have a tendency to interpret high price as high quality, Poca snacks continue to follow the medium price strategies in order to give target customers deserving values and aim to become the product quality leader in Vietnam market The competition-based pricing and the value – based pricing approaches are combined when we calculate the price  Value – based pricing is setting price based on buyers’ perceptions of product values rather than on cost  The competition – based pricing is setting price based largely on following competitors’ prices rather than on company costs or demand 4.3.3.3 Place strategies Depending on the distribution trends, customers’ behavior which analyzed in the chapter and ability of Poca brands situation, we should the following things For the areas:  Beside biggest cities (Ha Noi, Ho Chi Minh, Hai Phong, Da Nang, Can Tho, Nha Trang), Poca, Select and Party should be distributed in more intensive, particularly, we concentrate on exploiting and developing market of 30 big cities in Vietnam, including North East (Viet Tri, Vinh Yen), Red River Delta (Nam Dinh, Hai Duong), South Central (Quy Nhon, Tuy Hoa, Quang Ngai), Central Highlands (Buon Ma Thuoc, Pleiku), Mekong Delta (Long Xuyen, Ca Mau, Rach Gia, My Tho, Cao Lanh, Bac Lieu, Vinh Long, Ben Tre, Soc Trang, Tan An, Sadec, Chau Doc, Tra Vinh) These cities represent 21% Vietnam population, 34% shops, 59% Sales of retailers, 47% sales of FMCG in Vietnam (AC Nielsen Retail Tracking Information 2011)  Cheetos & Nutz will be distributed selectively, namely, continues to develop deeply in biggest cities in Vietnam, Ho Chi Minh, Ha Noi, Hai Phong, Can Tho and Nha Trang 66 For channel:  For Generate Trade channel o For the snack (potato chips and extruded snack), we continue use the Vertical marketing system, a distribution channel structure in which producers, wholesalers and retailers act as a unified system One channel member owns the others, has contracts with them, or has so much power that they all cooperate (Kotler, 1999) Wholesaler Retailer Consumer Manufacture Figure 4.3: A vertical marketing system of Poca Snacks Sources: Principle of Marketing, Kotler 1999 o For the nut, there are two ways we should follow parallel when we build the nut distribution  The first way, the places Poca snacks available, the place Nutz is distributed  The second way, the place Tantan products are distributed, the place Nutz is available  For Modern Trade channel: we should invest more money in distribution and display in Supermarkets / Hypermarkets which much many target customers could see and buy snacks 67  For Key account channel: we take full advantage of Pepsi power in Vietnam market to sell the snack For example, we use snack as a promotion when customers by the Pepsi products or sell corporate with Pepsi drinks through auto-machines which put in food centers, cinemas, parks and entertainment centers in big cities 4.3.3.4 Integrated marketing communication strategies Based on many factors, such as market growth rate, market potential, and Poca ability in the snack market, the Marketing budget of Poca snack should focus on Poca brand (potato chip), Cheetos brand (extruded snack for kids) and Party brand (extruded snack for teenagers) As mentioned in 4.3, there are the suitable strategies for these brands depending on product life cycle stage of these brands In particular,  For Cheetos brand, we have to focus on building product awareness and we have to use heavy sales promotion to entice trial Television, magazine, coupons etc may be used to push the product through the introduction stage of the lifecycle  For Poca brand, we will concentrate on building awareness and interest in the mass market and reduce to take advantage of heavy consumer demand It means as the product becomes accepted by the target market the organization at this stage of the lifecycle the organization works on the strategy of further increasing brand awareness to encourage loyalty  For Party brand, we will focus on stressing brand differences and benefits and increase to encourage brand switching In another word, at this stage with increased competition the organization take persuasive tactics to encourage the consumers to purchase their product over their rivals Any differential advantage will be clearly communicated to the target audience to inform of their benefit over their competitors 68 The pull strategies we could apply as follows  Television and Press We could use the “Before and After” Strategy to promote our brand This strategy shows life without the product, shows life with the product It’s a simple way to understand the product benefit (Barry, 2008)  Sales promotion: o For kid’s segmentation: lucky draw with gifts for kids, such as school bags, toys o For teenagers and young adults’ segmentation: lucky draw with gifts is travel trips to go western countries  Event: conduct the singer or dancing contests for teenagers  Digital Marketing: o Building the webpage for each brand They are place to introduce our products and play games o Building the fan page on Facebook and creating the place where target customers could play together, such as contests with stylist pictures when they eat with Poca snacks, the story about their experience about Poca snack, and so forth o Hiring part-time forces to write the experiences or some interesting things about Poca snacks, and appeal members in these forums join discuss and sharing  In-store marketing: o In- store material: wobblers, standees o Point of purchase displays o Sales tool kits Moreover, we need to have push activities beside the above pull activities According to Berman (1996), a manufacture needs to attract final consumers to purchase its products while motivating intermediaries to stock and push its products The most successful pulloriented promotion could also result in inventories of goods that accumulate at wholesalers and retailers Similarity, the most successful pull-oriented promotion will be unsuccessful unless resellers stock sufficient qualities of a product The push strategies we could apply as follows 69  Sales training programs offered to resellers generally cover sales techniques and technical product information  Sales incentives include bonuses, contests, plaques, membership in an annual club of high-performing resellers, paid vacations and other monetary and non monetary awards  Street money is a deal or discount used on a short-term basis to increase shelf space, promote sales, introduce a new product or increase market share in a region where sales are low  Push money is an incentive paid by a manufacture directly to a retailer’s sales person to stimulate the sales of a particular brand or specific product  Distribution recognition awards are designed to motivate resellers by communicating a distributor’s accomplishments at an annual meeting, an awards banquet or a convention banquet 70 CONCLUSIONS The aim of the project is finding the sustainable marketing strategies for Poca snack between 2012 and 2015 which based on the analysis of the market situation, the ability of Poca snack and the understanding of target customers The marketing strategies presented in Chapter meet mostly this aim However, due to limited in time so the project perhaps has solved about 90% of the Poca issues I hope with my knowledge, analysis and recommendations will help Poca snack gain their marketing target and be stronger in the market With my recommendation in chapter 4, it should the following key actions first if it is maybe limited in time and marketing budget Continue to maintain the current distribution system in big cities and focus on building the sales forces and channels in 30 cities others in Vietnam However, it should concentrate on Groceries and Supermarkets It is make sure that the Poca snacks are available in the current stores Keep the current price strategies Have a clear positioning for each brand and in each communication campaign Launch some western flavors and give the sub names with western style Improve its packaging (bigger in weight, more attractive) Gather Poca’s strength in building its loyalty brand with Poca potato chip, Party snack and Chestos snack are the main brands 71 APPENDIX QUESTIONAIRE I INTERVIEWEE INFORMATION 1.1 Name: ………………………………………………………………………… 1.2 Gender Male Female 1.3 Age 20 – 29 15 – 19 - 14 2 II USAGE BEHAVIOR 2.1 Have you used any snack brand? Yes No Potato chips Extruded snack Nut All 2.3 Please list down the first potato snack brand you remember? 2.2 Which kinds of snacks you usually use? 2.4 Besides this brand, you remember any other potato brand? 2.5 Do you know which potato chip brands below? Swing – Orion O’star – Orion Slide – Kinh Do Tatos – Oisi Pringle – P&G Poca - Pepsi Swing – Orion O’star – Orion 2.6 Which potato chip brand you usually eat? 72 Slide – Kinh Do Tatos – Oisi Pringle – P&G Poca - Pepsi Other…………… … 2.7 Please list down the first extruded snack brand you remember? 2.8 Besides this brand, you remember any other extruded brand? 2.9 Do you know which brands below? Sachi – Kinh Oishi - Liwayway Selecty - Poca Party - Poca Pringle – P&G Bim Bim – Hải hà Others………………………… 2.10 Which extruded snack brand you usually eat? Sachi – Kinh Oishi - Liwayway Selecty - Poca Party - Poca Pringle – P&G Bim Bim – Hải hà Other:…………………… 2.11 Please list down the first nut brand you remember? 7 2.12 Besides this brand, you remember any other nut brand? 2.13 Do you know which brands below? Tan Tan Nutsz - Poca Pinatashu - Oishi Others………………… Good taste Attractive packaging Diversified variety Reasonable price Attractive promotion Good advisements Other……………………………………… ………… 2.15 To make you satisfied more, what should these brand should do? Improve quality Improve packaging Improve weight Better price More attractive promotion Other……………………………………………… 2.14 Which point makes you satisfied most? 73 2.16 When you use snack? Watch television Do homework / Work at home Read book Go outside with friends Others……………………………………………………………… 2.17 Where you eat snack? At home At school / At work Entertainment centre Cinema Canteen Others………………………………………………………… 2.18 Whom you eat with? Alone Friends / Colleagues A group of friends Other…………………………………………………………… 2.19 How often you eat snack? 4-6 times /week 1-3 times / week – week /time – month / time Less months /time 2.20 Why you eat snack? Relax Remove sleepiness More concentration Remove tiredness Supply energy Other:…………………………… 2.21 Benefit of using snack? Feel more confident Feel more dynamic Feel younger Feel happier Other:…………………………………… 5 4 5 III BUYING BEHAVIOR 3.1 Which place you usually buy snack? Supermarket Entertainment centre Canteen Grocery Convenient store Standby store Other:………………………………………… 3.2 Which weight you usually buy snack? 74 30g 50g 75g 110g 160g Other:……………………………………… THANK YOU FOR YOUR SUPPORT 75 REFERENCES Alice M.Tybout and Tim Calkins 2005 Kellogg on Branding John Wiley & Sons, Inc Alexander Hiam 2009 Marketing for Dummies Wiley Publishing, Inc Barry Berman 1996 Marketing Channels John Wiley & Sons, Inc Douglas J Dalrymple and Leonard J Parsons 2000 Basic Marketing Management John Wiley & Sons, Inc George Belch and Michael Belch.2004 Advertising and Promotion: An Integrated Marketing Communications Perspective McGraw-Hill companies, Inc Glen L Urban and Stevan H Star.1990 Advanced Marketing Strategy Prentice Hall, Inc J N Kapferer.2008 The New Strategic Brand Management London and Philadephia Louis W.Stern and Adel I EI-Ansay 1988 Marketing channel Prentice Hall Matthew Healey 2008 What is Branding? 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