Compare how tan hiep phat group

Current and Future trendThis section will examine the current and future product, promotion, distribution, and pricing of Green tea Zero degree products - THP Group.Product It is an exce

1 Introduction to the concept of marketing 3

2 An overview of the different marketing processes 5

3 Explanation of the role and responsibilities of a marketing manager in the context of the organisation 8

4 An explanation of how marketing interrelates with other functional departments of the organisation 9

5 The value and importance of the marketing role in the context of the organisation 11

LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives 12

6 Compare how Tan Hiep Phat Group (7Ps of Green Tea 00 - 500ml) and URC Vietnam (Green tea C2-455ml) use the various elements of the 7Ps marketing mix 12

TURNITIN 17

Tan Hiep Phat (THP Group), founded in 1994, is Vietnam's premier FMCG company, operating three of the country's top national brands: Tra Khong Do, Tra Thao, and Tra Thao Dr Thanh, the Number One Energy Drink THP consistently invests in cutting-edge technology and operates three of Vietnam's most modern plants The eleven sterile production lines of the company ensure the most modern, hygienic bottling technologies in the world (THP Group, n.d.)

VISION:

Become Asia's leading beverage and food firm.

MISSION:

Produce and supply high-quality, healthful products that not only meet international standards but also satisfy the tastes of Asian consumers We want to be our customers' chosen business partner by meeting their current and projected needs.

CORE VALUES

 Customer Satisfaction  International Quality Criteria  In charge of the community and society  Nothing is impossibly difficult  Business ownership

 Today is better than yesterday, but it is not as good as tomorrow.

“Marketing is the process of planning & executing the conception, pricing, promotion & distribution of ideals, goods & service to create exchanges that satisfy individual & organization goals” (AMA,

1.2 Concepts of Marketing

According to the marketing concept, accomplishing organisational goals is dependent on identifying the requirements and desires of target markets and providing the needed satisfactions better than competitors Customer attention and value are the roads to sales and profitability, according to the marketing concept The marketing notion is a customer-centered sense-and-respond mindset, as opposed to a product-centered make-and-sell mentality It is your responsibility to locate the perfect products for your customers, not the right customers for your product (Kotler & Armstrong, 2017) Marketing orientation => Marketing concept and it’s focus on:

- Customer orientation: Simply put, a business method or plan whereby a company resolves a customer's issue at the outset In essence, client requirements and wants are prioritized over business needs.

- Coordination of market led activities: Market-oriented businesses have well-organized internal teams and a culture that is solely centered on the needs of its clients.It goes without saying that if the clients do not desire the newest breakthroughs and technologies, they will likewise be ignored.

- Profit orientation: Setting product prices that ensure you will benefit from every sale is part of a profit-oriented pricing strategy Although it may seem simple, some businesses develop price strategies to either prevent new competitors from entering the market or to enhance market share.

1.3 Current and Future trend

This section will examine the current and future product, promotion, distribution, and pricing of Green tea Zero degree products - THP Group.

Product It is an excellent health drink that is both cooling and purifying The flavour is also quite easy to drink, neither too sweet nor too sour, with a really pleasant flavour Beautiful green design, clearly showing the fresh image of the product.

Health issues are becoming more and more important day by day, so customers' concerns about the health benefits that products bring are also more rigorous There are 2 important factors that

products must meet: Green & Clean+ Green - environmental protection

product's packaging will have to be upgraded, no longer using plastic bottles and packaging, but switching to paper or recyclable products.

+ Clean

Clean products are products that do not contain many colors, flavors, and chemicals Therefore, zero degree green tea needs to improve products with ingredients extracted from tea and quality fruits, without using flavoring agents.

Frequently advertised on TV, the Internet, billboards, and in consumer narratives Effortlessly reach each consumer

AI development creates personalization, such as on facebook, each ad running on newsfeed is suitable for each person: age-appropriate feng shui ring; cheap tourist attractions for students; For parents, there are online doctors, parenting

consultants,etc So, if you can produce many types of tea or have many promotions suitable for all ages, green tea zeo degrees, it will develop even more in the future

All products can be purchased at supermarkets, convenience stores, grocery stores, restaurants, hotels, diners, cafes, and roadside bars, among other places Customers are able to find and make purchases.

Instead of having to go to the store to buy products, today consumers can order online for home delivery In the future, maybe this delivery model will be even more advanced, delivering products to your door in just a few minutes of placing an order by shipping by AI robot, dron.

A bottle of green tea currently has a face value of around 10,000 VND, making it quite easy for consumers to obtain the commodity.

The price may increase as the product quality gets better

2.1 Definition of Marketing process

“A series of steps that allow organizations to identify customer problems, analyze market opportunities, and create marketing materials to reach the desired audience.” (Bergstrom, 2019)

2.2 Showing the process (diagram)

Figure 1 An Expanded Model of the Marketing Process

2.3 Explaining these steps in process

Step 1: Market research

Businesses must maintain market share: To maintain market share, THP Group must first analyse the market and understand what customers want before launching the product The best technique to learn what customers want is to conduct surveys; a brief survey of approximately 5 minutes is sufficient for the corporation to synthesise and build products.

For example, when zero degrees green tea was merely regular lemon-flavored green tea, the product later added a low-sugar, low-calorie variety to meet today's consumers' health needs.

Step 2: Market segment, market target and difference

Green tea zero degrees has 2 main market segments and is also the target market of THP Group:

1 Green tea zero degrees honey, Green tea zero degrees lemon flavor - most of the customers are teenagers who like to drink sugary and natural-based beverages Born early, Green Tea without degrees still maintains its pioneering position in this segment.

2 Green tea zero degrees unsweetened – reaching mostly middle-aged customers; customers need to lose weight, diet; Customers who want to reduce their risk of diabetes but want to

customers is increasing in number because people are more inclined and conscious to protect their health.

Difference of Green tea zero degrees: EGCG content With modern technology, Zero Degree Green Tea retains the highest EGCG content from tea leaves, helping to prevent cancer, cardiovascular diseases, anti-aging, reduce stress, fatigue

Step 3: Marketing mix (4Ps)

Product means the goods-and-services combination the company offers to the target market

(Kotler & Armstrong, 2017)

With a modern, closed Japanese production process that helps extract the essence of green tea, Zero Degree green tea retains the highest EGCG content in tea leaves Pure green tea taste combined with lemon flavor, in Khong Do Green Tea will bring a different delicious taste, along with a feeling of freshness and refreshment like "immersing in the summer water city" Helps to cool down and balance life pressure.

Price is the amount of money customers must pay to obtain the product (Kotler & Armstrong,

2017) Zero Degree Green Tea has 2 pricing methods:

o Pricing based on the goal of leading in terms of quality: The selling price of green tea today is still higher than that of similar products However, with the increasing standard of living, consumers still easily accept high prices but ensure quality.

o Customer Perceived Value Pricing: The price a customer accepts depends on the customer's perceived value for the product, and the seller's acceptance Vietnamese consumers often think that "you get what you pay for", high price means good quality.

Place includes company activities that make the product available to target consumers (Kotler

& Armstrong, 2017)

Zero degree green tea creates a wide distribution system, ready for products to reach consumers everywhere, from cities to rural areas, from traditional to modern distribution channels Tan Hiep Phat has a statewide distribution network, and its products are available in 16 countries, including China and Australia

Promotion refers to activities that communicate the merits of the product and persuade target

customers to buy it (Kotler & Armstrong, 2017)

brand, supporting and accompanying sports, cultural, and art initiatives, among other things This brand is also well-known for its advertising collaboration Advertise with popular KOLs, including runner-up Huyen My, and campaigns with Truong Giang, Justa Tee, Phuong Ly, Duc Phuc, and others (Hạnh, 2020).

Step 4: Customer Relationship Management

On October 15 every year, THP Group organizes a customer conference with many real and meaningful activities such as awarding prizes to the best customers of the year, organizing factory visits, gratitude programs, and promotions always attractive to customers, …

Step 5: Customer Lifetime Value

“Customer lifetime value The value of the entire stream of purchases a customer makes over a lifetime of patronage.” (Kotler & Armstrong, 2017)

Products of Green Tea Zero Degree are always focused on consumer health by THP Group Most of THP Group's customers are loyal to the product because its quality can only improve over time, not decrease

the organisation.

3.1 Explanation the roles of Marketing manager

Marketing managers are responsible for tracking and analysing the performance of advertising campaigns, managing marketing budgets, and ensuring that all marketing materials are consistent with the company's brand identity They are in charge of a company's or a product's marketing They may be in charge of multiple services or goods, or they may be in charge of a single product (HRchannels, 2021)

As Marketing Director at Number 1 Group - Tan Hiep Phat, Mr Stefan Reicherstorfer is responsible for ensuring growth, market share and profit goals according to the company's strategy In addition, the new Marketing Director is also responsible for training and transferring experience in the international business environment to the next staff.

3.2 Explanation the responsibilities of Marketing manage

Depending on the sort of business, the marketing manager's tasks may also include event planning and organisation, as well as conference planning and organisation A marketing manager's responsibilities include not just designing, running, and managing campaigns, but also evaluating the performance of each campaign and preparing annual reports and budgets for the following year (Emeritus, 2022).

Mr Stefan Reicherstorfer, Marketing Director of Number 1 Group - Tan Hiep Phat, is responsible for achieving the company's growth, market share, and profit targets Furthermore, the new Marketing Director is in charge of training and imparting experience in the worldwide business climate to the next generation of employees

the organisation.

 Introduction

Marketing will be a vital aspect of the organisation when the advertising era takes over This division is in charge of market research, segmentation, and positioning.

As a result, the corporation develops pricing strategies and distribution networks Other departments will organise activities based on such projections The company's departments continue to work together and support one another (Quản Trị Văn Phòng, 2022) .

 Influences & Interrelates

- Marketing <=> Sales Department

The marketing department will develop strategies to attract new customers to Sales Alternatively, they collaborate with the sales team to gather market research, products, competitors, and so on.

- Marketing <=> Financial Department

The marketing department is in charge of controlling and growing a company's sales The finance and marketing departments must collaborate closely Monitor business activity trends and oversee the effectiveness of marketing company-initiated promotions A marketing effort, for example, can be successful in terms of overall income However, the finance department may find that the campaign's cost is excessive (MAAS, n.d.).

- Marketing <=> HR Department

When the Marketing department plans the year's campaign HR collaborates and deploys to recruit talented employees The goal is to assist the organisation in achieving the objectives outlined in the operational period.

- Marketing <=> Production Department

Production and the market have always had an intimate and necessary relationship, which manifests itself in the product consumption stage Each enterprise must determine its target customers and create its own market from the start of production so that after the production process, the products launched are accepted by the market and consumption is more favourable for businesses, creating momentum for the process of reproduction and future investment expansion.

- Marketing <=> Logistic Department

consumption of commodities Intermediaries can reduce workload and optimise turn ranges, including transportation work At the same time, transportation enterprises that face severe competition from other forms of transportation must employ marketing concepts to sell their products and attract new

clients (Hạnh, et al., 2016).

 Increasing sales/profit/market share/

All the roles and values as well as the importance of marketing is: how to make THP Group sell There are several techniques employed, including: spreading products throughout all online buying platforms; consistently advertising product discounts and freebies.

 Increasing competition advantages

Increase competition so that when it comes to green tea, the first image that pops up in the minds of customers is Zero Degree Green Tea Tan Hiep Phat is another Vietnamese beverage firm that has a competitive edge over international beverage "empires" and dominates the market for healthy beverages in Vietnam the product is adored and used daily by millions of customers throughout the world Tan Hiep Phat has from its founding taken a distinct path from other well-known worldwide beverage brands existing in Vietnam, opening up the beverage category with healthy, natural ingredients to suit the demand for refreshments with rising consumer expectations for quality.

 Increasing the value of brand

The brand value of Green Tea is also quite high as customers still accept a slightly higher price than some other tea products to buy a long-standing healthy product Employees at Tan Hiep Phat experience a range of emotions and are happy to have earned the trust of customers with their beverage offerings As a result, they can boldly approach international markets Tan Hiep Phat's beverage goods have finally been exported to other nations, including "tough" markets like the Netherlands, the US, Japan, and Australia Think of an innovative use of technology and establishing distinct paths for each product is a "tool" Tan Hiep Phat uses to maintain its position.

 Increasing the relationship with customer (loyalty customers)

Thicken the set of loyal customers Tan Hiep Phat is constantly cognizant of the need to both increase revenue and repay the loyalty of its customers In addition to caring for more than 4,000 officials, workers, and each member's family over the years, Tan Hiep Phat also actively and passively took part in numerous charitable endeavors, traveled to numerous places, and helped those in need in far-off lands Tan Hiep Phat constantly aspires to contribute in a small way to the nation's growth and integration, receptively reacting to state and federal movements at the level of a domestic business.

 In short, all of these factors are revenue growth They are measured by revenue.