Trang 1 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING MARKETING DEPARTMENT ---�㵞�㵜�㵮�㵞�㵜--- MARKETING PLAN TOPIC: MARKETING PLAN FOR EXPORTING OOLONG TEA IN PAKISTAN - ECO PRODUCTS JOI
THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING MARKETING DEPARTMENT -�㵞�㵜�㵮�㵞�㵜 - MARKETING PLAN TOPIC: MARKETING PLAN FOR EXPORTING OOLONG TEA IN PAKISTAN - ECO PRODUCTS JOINT STOCK COMPANY ECO PRODUCTS Majors: MARKETING Specialization: MARKETING MANAGEMENT Ho Chi Minh, 2022 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING MARKETING DEPARTMENT -�㵞�㵜�㵮�㵞�㵜 - MARKETING PLAN TOPIC: MARKETING PLAN FOR EXPORTING OOLONG TEA IN PAKISTAN - ECO PRODUCTS JOINT STOCK COMPANY ECO PRODUCTS Members: Nguyễn Anh Duy - 2021008419 Trần Hồng Hạnh – 2021008437 Lê Thị Thúy Nga - 2021008485 Lê Tố Nga - 2021008484 Nguyễn Kiều Thanh – 2021008544 Class: CLC_20DMA07 Instructors: ThS Đặng Huỳnh Phương Ho Chi Minh, 2022 TABLE OF CONTENT CHAPTER 1: MARKET OVERVIEW 1.1 Executive Summary: 1.2 Company’s mission statement and a short profile of the company: 1.2.1 Meaning: 1.2.2 Vision: 1.2.3 Mission: 1.2.4 Short profile: CHAPTER 2: COUNTRY SELECTED - PAKISTAN 2.1 Country selected: 2.1.1 Brief discussion of the country’s relevant historical developments 2.1.2 The National Business Environment a Economic environment b Legal environment c Political environment d Natural environment e Demographic environment f Socio-cultural environment 2.1.3 Market and Size Potential a Economy b Infrastructure 10 c Media & Technology 11 2.1.4 Competitive Environment 11 a Direct competitors 11 b Indirect competition 13 c Positioning 14 d Risks may come from competitors 15 Brooke Bond Supreme 16 2.2 SWOT 17 CHAPTER 3: ENTRY MODE SELECTION 19 i 3.1 Entry Mode Selection in Pakistan 19 3.2 Giga Mall in Pakistan 19 3.3 Target Market 20 3.4 Any critical external environment issues not covered in the country selection discussion 22 3.5 Marketing Objectives 22 CHAPTER 4: Marketing Strategies 23 3.1 Product strategies 23 3.1.1 Product Dimensions 23 3.1.2 Product quality 23 3.1.3 Packaging 23 4.1.4 Taste 24 4.1.5 Product adaptions 24 4.1.6 Compare it to competitors’ products 26 4.2 Pricing strategies 26 4.2.1 Custom makups 27 4.2.2 Types of discounts available 27 4.2.3 Compare these to competitors’ prices 28 4.3 Promotion strategies 29 4.3.1 Advertising 29 4.3.2 Sales promotion 29 4.3.3 Internet marketing 30 4.3.4 Compare it to competitors’ promotion 30 4.4 Distribution strategies 31 4.4.1 Port selection 31 4.4.2 Mode of transportation selection 31 4.4.3 Product sales by middlemen 31 4.4.4 Competitor distribution 34 CHAPTER 5: Recommendations, Evaluation, Measurement and Control 35 5.1 Recommendations 35 5.2 Evaluation 36 ii 5.3 Measurement 36 5.4 Control 37 REFERENCE a THE FINANCIAL PAPERS AND EXPENSE BUDGET .f PLAGIARISM CHECK g MEMBER’S GROUP WORK ASSESSMENT h iii CATALOGE IMAGES Figure 1: LOGO ECO – PRODUCT JOINT STOCK COMPANY Figure 2: LOGO COZY Figure GDP growth rate 2014-2021 Figure Ratio of men and women in Pakistan in 2022 Figure 5: Tea in Pakistan Figure 6: Pakistan’s Global Ranking in Infrastructure 10 Figure Tapal offers the best tea on the market (Source: Facebook / Tapal) 11 Figure Lipton has a wide popularity among the masses (Source: Facebook / Lipton) 12 Figure The aromatic taste of Brooke Bond Red Label makes it popular among the masses (Source: Facebook / Brooke Bond Red Label) 12 Figure 10 Vital is known for its strong tea flavor (Source: Facebook / Vital Tea) 13 Figure 11: Positioning map 14 Figure 12 Source: statista.com, 2021 20 Figure 13: Oolong tea 24 Figure 14: supply chain requirements 25 Figure 15: Custom markups 27 Figure 16: OOH Advertising 29 Figure 17: Invoice 32 Figure 18: Packing list 33 Figure 19: Sale contract 33 iv Document continues below Discover more fMroamrk:eting MARKETING K19 Trường Đại học Tài… 999+ documents Go to course Nội dung thuyết trình Vinasoy 18 100% (25) Giải đề Cam 16 Izone team 193 96% (81) Bài thi International MAR - mì Hảo Hảo 39 Marketing 100% (2) 123doc ananas international… 41 Marketing 100% (1) Content Marketing - THE INTERNSHIP… 49 Marketing 100% (8) Tài liệu tự học TA1 - tài liệu người tự… 40 TABLE LIST Marketing 88% (8) Table 1: Direct competitors 16 Table 2: Indirect competitors 17 Table 3: SWOT 17 Table 4: Vietnam-Pakistan exports in the first months of 2021: 21 Table 5: Compare competitors’ product 26 Table 6: Compare prices 28 Table 7: Compare distribution 34 Table 8: Recommendations 35 Table 9: Control 37 v CHAPTER 1: MARKET OVERVIEW 1.1 Executive Summary: - Pakistan is one of the world's top tea importers, spending about $600 million annually to meet the needs of 220 million people, each Pakistani drinking an average of four to six cups of tea a day Although the economy is collapsing, Pakistanis are not ready to give up this tea habit Therefore, the Pakistan market can be a potential export market for our Cozy brand Oolong fresh tea - Cozy is a brand with more than 20 years of experience in the industry, and one of the prominent Vietnamese tea brands in Vietnam Cozy's products come from tea raw materials from Phu Tho tea plantations, manual cultivation, collection, processing, and large-scale advanced processing technology in Southeast Asia Cozy Oolong Tea is a delicious product of Eco products company Fresh tea buds were selected in the Thai Nguyen tea area Combined with modern technology and production lines of the US and Italy Cozy has created a convenient Oolong tea box, which is fresh tea leaves and has the typical flavor of Vietnamese traditional tea, and it is also suitable for the pocket as well as the needs of Pakistani people In addition, green tea has the effect of supporting the digestive system because Tannin and Polyphenol compounds in tea have the ability to treat stomach and intestinal diseases In addition, the product also supports increasing the body's resistance, promoting oral health, reducing the risk of oral cancer, and fighting bacteria that cause bad breath With the above factors proved that Pakistan will be a potential market for tea export Therefore, applying the knowledge our group has learned along with the potential of the export market, we have chosen the topic: "Building a marketing plan for exporting Oolong tea in Pakistan - Joint Stock Company Eco Products ECO Products'' From there, giving penetration strategies to be able to export Olong fresh tea boxes to the Pakistani market more effectively 1.2 Company’s mission statement and a short profile of the company: • Trading name: Ecological Products Joint Stock Company (ECO PRODUCTS., JSC) Figure 1: LOGO ECO – PRODUCT JOINT STOCK COMPANY • Brand: Cozy • Logo Figure 2: LOGO COZY 1.2.1 Meaning: Cozy- In English, it means a protective layer made of wool capable of keeping teacups warm, besides it also means a feeling of comfort and satisfaction The company uses this name with the message that it wants to provide its customers with tea products that can help customers feel satisfied in each cup of tea Besides, the name Cozy is short, so Vietnamese users can easily read, remember, and internationalize 1.2.2 Vision: Eco Products constantly creating and improving to bring tea product lines with attractive, unique, and different flavors to satisfy the needs of Vietnamese consumers to enjoy tea In addition, the company also has the policy to take the lead in creating modern consumer trends and styles, committing to bring clean, environmentally friendly, and healthy tea products to consumers 1.2.3 Mission: