unit 2 marketing processes and planning analyse the role and responsibilities of marketing of laviewater company organization

Analyse the role and responsibilities of marketing of Laviewater company organization About Lavie Filtered Water Company:Founded in September 1992, La Vie is a joint venture company betw

ASSIGNMENT FRONT SHEET 1Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2: Marketing Processes and Planning

Submission date 8 / 11 / 2021 Date Received 1st submission

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II Overview of the marketing 3

1 The concept of marketing 3

2 Overview of the marketing process to reflect the key roles of marketing 3

III The role and influence of marketing 5

1 Analyse the role and responsibilities of marketing of Laviewater company organization 5

2 Be influenced by marketing environment forces 6

2.1 Macro environment 6

2.2 Micro environment 10

3 The significance of having effective interrelationships between marketing and different functional departments 11

IV Conclusion 12

V References 12

I Introduction

II Overview of the marketing

1 The concept of marketing.

The marketing concept holds- “achieving organizational goals depends on knowing the needs and wants of

target markets and delivering the desired satisfactions better than competitors do “ (Philip Kotler 1997)Marketing is a social and management process in which various individuals and organizations achieve what they want and desire by developing, supplying, and trading valuable things with others Marketing has a significant impact on customer perceptions and lifestyle choices As a result, businesspeople seek ways to meet consumers'demands and requirements by developing products and services at affordable costs.

Pricing, inventory, packaging, branding, operations and sales management, credit, shipping, social responsibility, location selection point of sale, consumer analysis, wholesale and retail operations, industrial buyer assessment and selection, advertising, social relationships, corporate marketing research, planning and maintenance Operating Products are just a few examples

i Understanding the marketplace and customer needs and wants.

Understanding client requirements, wants, and demands are critical for developing market solutions that

fulfil consumer desires and establishing value-laden customer relationships This boosts the firm's long-term customer equity.

ii Designing A Customer-Driven Marketing Strategy

The firm initially selects who it will serve and splits the market into client divisions Then it focuses on certain segments of the market or on its target market Customers are targeted depending on their degree, timing, and form of demand

iii Constructing an integrated marketing plan that delivers superior value

The marketing strategy of the organization describes which clients it will service and how it will produce value The marketer then creates integrated marketing strategy that will provide the targeted value to target customers

iv Build Profitable Relationships

Client relationship management is the total process of establishing and maintaining profitable customer relationships by providing greater customer value and satisfaction Customer relationship management strives to achieve high customer equity, or the entire aggregate customer lifetime values of all of its customers

v Capturing Value From Customers

The ultimate goal of customer relationship management is to generate high Customer equity — the entire cumulative lifetime values of all of the company's present and future customers The larger the customer equity, the more loyal the company's profitable customers are Customer equity may even be a more accurate indicator of performance than market share or current sales

III The role and influence of marketing

1 Analyse the role and responsibilities of marketing of Laviewater company organization

About Lavie Filtered Water Company:

Founded in September 1992, La Vie is a joint venture company between Perrier Vittel- France (owning 65% capital), belonging to Nestlé group, a world leader in bottled water, and a general trading company Long An Vietnam (35% equity) La Vie was first introduced to the market in July 1994 and has grown to become the leading brand in the bottled water industry in Vietnam

La Vie is the first beverage company in Vietnam to

achieve ISO 9002 international certification for quality

assurance in 1999 La Vie is currently the leading

manufacturer of bottled water in the Vietnamese

market This company is thanks to the quality products

of La Vie trusted by Vietnamese people The trust of

users brings La Vie many quality awards such as the

Golden Dragon Award 2001, 2002, 2003, 2004 and 2005 by the Vietnam Economic Times for the best quality products for ordinary users to choose selected, explained Strong Effect of Vietnam Trade Promotion Agency, High Quality Gold medal in 2007

The role and responsibilities of marketing in the company:

The Laive marketing team helps the brand work to raise awareness among the people and highlight the aspect of the brand that water is an inevitable part of life.

 Manage and supervise the activities of suppliers to ensure the output quality of products

 provide internal company communications Make the connection in departments more effective

 Conduct market and customer research to increase efficiency in product promotion as well as clearly identify the target audience

 Managing and servicing customer relationships By services, support programs, promotions, customer care

 Widely promoting the difference of the brand in terms of cool taste by always ensuring a moderate mineral content and safety for consumers' health Besides using the most advanced technology for production

 Outline the benefits of the product:

- Replenish water for the body

- Provide minerals, purify - Eat delicious, drink alcohol

- Helps to keep skin young, healthy and refreshed

- Anti-osteoporosis

 Product positioning: High quality - high price When the price of water is around lavie, it is often higher than the products of competitors but at the same time comes with quality When publicizing the water source is taken from famous mineral water springs across the country compared to pure water of other brands

 Diversified distribution system: In Vietnam, lavie has a distribution system of up to 80,000 points of

sale including large supermarkets such as CoopMart, Big C, Lottle mart, sidewalk retail stores or Circle K, Mini Shop, Family Mart, concentrated in amusement parks, restaurants and bars Besides, lavie also develops online distribution channels through retail trade sites such as shoppee, lazada, tiki, etc All of which have Lavie's products.

 Marketing the company's products continuously, from newspapers, television, or sponsorship activities, seminars with distributors and agents Always try to create customer satisfaction

 Develop a form of promotion, while expanding to more remote areas of the country

2 Be influenced by marketing environment forces.

The macro marketing environment includes all of the aspects of the micro marketing environment as well

as the broad societal causes and forces that impact the market and the marketing operations of the firm

Macro environmental forces Source: (Kotler & Armstrong, 2014, pg 74)

2.1.1 Nature

Our country's resources are diversified; having several natural mineral springs also offers circumstances for Lavie to expand, providing a source of raw materials for clean water manufacturing Vietnam has a tropical and humid climate Because of its hot and wet qualities, monsoon gives many positive conditions to the mineral water sector, therefore the demand for people to supply water for the body is greater

Aside from the benefits, the natural environment presents several challenges to the firm Natural

catastrophes such as storms, floods, and droughts occur often in our nation, forcing the organization to confront several challenges and incur significant expenditures in overcoming the repercussions of natural disasters Watersupplies in certain locations have been polluted as a result of increased environmental degradation; yet, while this scenario is detrimental to the ecosystem and the homes themselves, water contamination may also be helpful Lavie Co., Ltd The government has also been involved in natural resource management by taxing enterprises that make bottled water, like Lavie

Because the company's resources are based on nature, it will affect the price, quality and cost of mineral water products Thereby having a significant impact on the company's marketing strategy

2.1.2 Demographics

The urban population is 33.122.547 individuals, accounting for 34.5 percent of the total population (TDT, 2019) Vietnam, with its big population, is a prospective market for Lavie, particularly in metropolitan areas Recognizing this, the corporation has spent extensively in supplying a big volume of water to this market, capable of competing with market competitors such as Aquafina and Dasani To secure enough supply for the market, the corporation has opened several agents from North to South With individuals of working age accounting for 65 percent of the country's population, it is clear that there is a high need for water Because of the product's convenience, bottled water is highly popular As a result, water is "an vital aspect of existence" at any age, according to the Lavie company's tagline In reality, Lavie firm held the No 1 market share in Vietnam for mineral water goods in 2016, demonstrating that the company has recognized the trend of consuming bottled mineral water in Vietnam, thus the company has encouraged mineral water manufacturing to supply enough for the market.

Vietnam's beverage market is thought to be one of the fastest growing in the world However, large beverage corporations are increasing their investment in this area In comparison to other industries, the bottledwater market is expanding rapidly It is also one of the world's fastest growing non-alcoholic beverage markets, with total food and beverage sales reaching VND 975,867 billion (BMI, Euromonitor, aggregated PHFM, 2021) Furthermore, customers are becoming more conscious about the quality of tap water and other bottled water products As a result, especially in large cities, they are prepared to spend money on safe, high-quality bottled water Given consumer knowledge and lifestyle changes, the convenience of bottled water will be a major push for the home market According to user feedback, Lavie is one of the top options

Understanding the segment and range of customers will help define marketing strategies that are appropriate for each age group, as well as meet the needs of users for that product Thereby conveying the correct sales message to users Understanding the needs also helps to improve the company's visibility and

image to maintain and enhance market share.

2.1.3 Economic

Vietnam, in terms of politics, economics, culture, and society, may be stated to provide a stable environment for firms such as Lavie to perform commercial activities with minimal hurdles This is a problem for Lavie in terms of how to compete in the market As a result, the firm is always innovating technology, goods, andimproving product quality in order to overcome the aforementioned problem

Vietnam's membership in many of the world's main economic organizations gives ideal circumstances forfirms to export their products to the rest of the globe, but it also presents numerous problems for Lavie Company owing to competition With numerous other international enterprises entering the market, they must

compete on pricing, markets, and consumers Lavie may lose her footing in her own backyard if the proper policy is not implemented

As a result, marketing plays an important role in maintaining and growing a company's market position Helping the company catch up with the socio-economic development, thereby boosting production and marketing of products, capturing a large market share as well as fiercely competing and catching up with other competitors

2.1.4 Technological

With the rapid growth of science and technology as it is today, it is unavoidable for businesses to use modern technology in their manufacturing Since 2015, the Lavie firm has used European technology to producebottled mineral water As a result, the company's manufacturing costs, product costs, and market

competitiveness are all reduced Mineral water products that are put on the market must fulfill Nestlé Waters' requirements in order to manufacture safe and clean natural mineral water bottles

The impact of the industrial revolution makes businesses reduce costs, increase labor productivity, increase efficiency for businesses, thereby changing the company's marketing decisions By marketing widely, the company's position in the market as well as in the eyes of customers is highlighted Thanks to technology, the company has many ways to transform marketing, diversify marketing through digital programs, thereby reshaping marketing, creating a springboard for competition and creating a stronger market in the eyes consumers

2.1.5 Political

The state has quality management, hygiene, and safety standards for bottled natural mineral water, which must be closed and continuous while adhering to rigorous hygiene regulations throughout the extraction process and assuring the constituents The quality of natural mineral water is unaffected by the water source

Regulations controlling the utilization of water resources are also in place As a result, the marketing departmentmust continually be informed of policies in order to better respond to changes in political situations as well as the degree of perfection and law enforcement in the economy Limit political elements that have a negative impact on the company's image.

2.1.6 Cultural

People everywhere have the tendency and need to drink bottled water, particularly mineral water When

it comes to bottled mineral water in Vietnam, people instantly think of certain well-known brands: La Vie, Aquafina, Dasani, and so on The majority of the product lines are accessible via advertising channels such as speakers Radio, newspapers, television, social networks, etc

=> Attitude and value standards impact product acceptability Marketing, promotion, and product distribution to customers will be more convenient.

Vietnamese people believe in using things that they can trust in terms of quality and status As a result, they seldom alter La Vie, a firm with a long history in the industry, has seen sustained growth in its business related

to the guarantee and safety of water supplies

=> Create a brand and a position for the product, gain customer confidence, and convince them that mineral water is a necessary commodity in their lives

The marketing department constantly researches and improves product quality and packaging to create convenience in use as well as new and creative product lines suitable for young people, along with bold and challenging slogans awake , create excitement for everyone Thereby affirming the Lavie brand in the hearts of customers

2.2 Micro environment

2.2.1 Suppliers:

The product source is manufactured directly by the firm in the vicinity of two rivers As a result, the supply is assured and rigorously controlled before it reaches the buyer Meeting the growing demand for productand consumer safety and dependability As a consequence, it makes it easier for the Marketing department to study and build a marketing strategy that is appropriate for the user's market The firm's strong point is direct control of the supplier's sources and goods, which the company always has a very high quality when the productreaches the consumer Create a positive customer experience and robust support for product marketing and customer service