RMIT Sgs_ Marketing Principles_BIRDY COFFEE Ajinomoto marketing strategies_ANALYSIS OF STP MODEL AND MARKETING MIX CỦA BIRDY COFFEE. Marketing Strategy for Birdy Instant Coffee in Vietnam Market. th ị trườ ng Cà phê hòa tan hi ện nay đang phát triể n r ấ t m ạ nh m ẽ . V ớ i nh ị ps ống đang sôi độ ng t ạo điề u ki ệ n cho các lo ạ i s ả n ph ẩ m u ố ng li ề n,ti ệ n d ụ ng phát tri ể n.Vì v ậy, cà phê lon Birdy ra đờ i, m ớ i gia nh ậ p vào th ị trườ ng Vi ệt Nam nên cũng chưa th ụ c s ự đượ c nhi ều người quan tâm. Để t ạ o d ự ng hình ảnh, thương hiệu và tăng thị ph ầ n thì công ty c ầ n có m ộ t chi ến lượ c Marketing c ụ th ể .
AJINOMOTO BIRDY MARKETING STRATEGI ES ANALYSIS OF STP MODEL AND MARKETING MIX CỦA BIRDY COFFEE TABLE OF CONTENT 01 Introduction 02 Target Customers and Positioning 03 Current Marketing Mix Strategies 04 Marketing Plan Objectives 05 Recommendations 06 References 01 INTRODUCTION COMPANY DESCRIPTION Figure 1.1: Ajinomoto logo (Ajinomoto n.d.) Figure 1.2: Birdy logo (Birdy World 2020) Owned by Ajinomoto group - a Japanese based multinational company - active in 100 countries, whose products include seasonings, cooking oils, frozen food, amino acids, coffee, pharmaceuticals 32,509 130 121 BUSINESS SITES SALES AREA 35 FACTORIES BUSINESS SITES (Ajinomoto n.d) Figure 1.3: Takaaki Nisshii (Ajinomoto n.d.) TAKAAKI NISHII MISSION STATEMENT “Contribute to the further growth of Vietnam, Vietnamese people happy and healthy life through food culture and food resources development.” ( Ajinomoto Vietnam n.d ) Figure 1.4: Sun bath (Zac Durant n.d.) PRODUCT DESCRIPTION Figure 1.5: Birdy products (Ajinomoto n.d) VIET NAM 02 TARGET CUSTOMER & POSITIONING TARGET CUSTOMER Modern employees Demographic Psychographic Age: 20-50 Social class: Middle Income: Middle (