Marketing plan for GO CHOCO biscuit

TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBMM5 NGUYEN THI KIM TINH Marketing Plan for « GO CHOCO » Biscuit MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor’s Name: Dr Nguyen Minh Ha Ho Chi Minh City (2012) i DECLARATION I hereby declare that all work in my final project was done in accordance with the regulation and project guidance of Solvay Brussels School and HCMC Open University in the course Master in Business and Marketing Management The project “MARKETING PLAN FOR GO CHOCO BISCUIT” has done by myself under the guidance of my tutor – Dr Nguyen Minh Ha I am responsible for all data and information which have been collected and researched via reliable source and authors as mentioned in the references and appendixes ii ACKNOWLEDGMENTS First of all, I would like to express my sincere thanks to Dr Nguyen Minh Ha – my Project Tutor, for his useful, practical guidance and thorough directions that help me accomplish my final project I am also grateful to Mr Mulyono Nurlimo – Board of Director, Mayora at Indonesia who gave me a chance to try Go Choco biscuit and share useful information about the product as well as company direction Secondly, I would like to say thanks to all Professors of MBMM5 program for their knowledge, experience and enthusiasm during two past years The knowledge in this MBMM course make me confident, promoted in my career path And finally, last but not least, I want to say thank you for my team at MC advertising – Ms Ngoc Yen and Mr Ngoc Khanh have support me in my current job while I was taking the sabbatical leave to this project And I also owe my closed friends and beloved family for their support in market research as well as invaluable encouragement iii TUTOR’S COMMENTS iv TABLE OF CONTENTS DECLARATION……… ………………………………………………………………… i ACKNOWLEDGEMENT………………………………………………………………….ii TUTOR'S COMMENTS ………………………………………………………………….iii TABLE OF CONTENTS …………………………………………………………………iv ABBREVIATIONS……………………………………………………………………… vii LIST OF FIGURES AND TABLE……………………………………………………… viii EXECUTIVE SUMMARY……………………………………………………………… ix CHAPTER I: INTRODUCTION ………………………………………………………… 1.1 Problem Statement 1.2 Objectives of the Project 1.3 Scope and limitation of the Project 1.4 Research Method a Research Design b Sample Size c Data Collection 1.5 The structure of the Project CHAPTER II: LITERATURE REVIEW 2.1 Marketing Plan 2.1.1 Situation Analysis a The situational Environment b The competitive Analysis c The internal company environment 2.1.2 Marketing Plan a Objectives v b STP Process c Marketing Mix 5Ps tool 2.1.3 Implementation and Control 2.2 Digital Marketing 10 2.3 Trade Sales Promotion 10 2.4 Customer behavior 11 CHAPTER III: INTRODUCTION OF THE COMPANY 12 3.1 Mayora Company and “Go Choco” biscuit brand ASIA overview 12 3.1.1 Mayora company in ASIA 12 a Mayora company at a glance 12 b Mission and Vision in ASIA 13 c Products of Mayora Company 13 3.1.2 Go Choco biscuit in ASIA 13 3.2 Mayora company and “Go Choco” biscuit in Viet Nam 14 3.2.1 Mayora Company in Viet Nam 14 3.2.2 Go Choco biscuit in Viet Nam 14 CHAPTER IV: SITUATION ANALYSIS 16 4.1 Environment 16 4.1.1 Macro economic environmen 16 a Social and cultural environment 16 b Economic 18 c Political and Legal background 20 4.1.2 Micro economic environment 21 a Market size 21 b Consumer Insight and Trend 2011 and 2012 24 4.2 Competitive Analysis 27 4.3 Internal Analysis 37 vi 4.4 SWOT analysis……………………………………………………………………….39 CHAPTER V: MARKETING PLAN 41 5.1 Marketing Strategy 41 5.1.1 Segmentation, Target and Positioning Go Choco …………………… ……….41 a Segmentation: 41 b.Target Audience 41 c Positioning in Viet Nam’s market 41 5.1.2 Marketing Mix Ps tool 42 5.2 Objectives of the Marketing Plan 48 5.3 Budget and Detail of Marketing Plan: IMC Plan 48 5.3.1 Budget 48 5.3.2 Detail of Marketing Plan: IMC Plan 49 a Trade Sales Promotion 50 b Digital Marketing 53 c Sampling or Selling Activation 55 d Event and Sponsorship 58 e CRM 59 5.4 Timeline table 62 CHAPTER VI: CONCLUSION AND SUGGESTION 63 6.1 Conclusion 63 6.2 Suggestion 63 REFERENCES 64 APPENDIX 68 a Sampling and survey questionnaire 68 b Estimation of sales amount and cost for trade sales promotion campaign 72 vii ABBREVIATIONS BMI Business Monitor International CRM Customer Relationship Management Est Estimated FMCG Fast Moving Consumer Goods Forex Foreign Exchange GT General Trade IBA (GHM) Internationale Bauaustellung (Fair, Berlin, Germany) IMC Integrated Marketing Communication MSG Monosodium Glutamate MT Modern Trade OOH Out of home advertising, like billboard P/E rate Relationship between Market Price (P) and Earning per Share (EPS) in stocks market P/E= P/EPS POP Point of Purchase PR Public Relationship R&D Research and Development STP Segmentation, Targeting and Positioning TAs Target Audiences VND Viet Nam Dong Vs Versus viii LIST OF FIGURES AND TABLE Figure 2.1: Model of Consumer Behavior…………………………………………………11 Figure 4.1: Confectionary market share in Viet Nam’s market, 2010……………………22 Figure 4.2: Turnover and profit before tax of Bibica YTD 2010…………….……………31 Figure 5.1: Huong Thuy sales and distribution model…………………………… …… 47 Figure 5.2: Overview of Go Choco biscuit distribution channel…………………… … 47 Figure 5.3: The IMC plan for Go Choco biscuit……………………………………… …50 Figure 5.4: Buying Go Choco biscuit process when selling and sampling at GT channel ……………………………………………………………………………………56 Figure 5.5: Module of Collaboration CRM……………………………………………… 60 Table 4.1: Vietnamese population by age 2012 ………………………………….…….17 Table 4.2: Viet Nam Confectionery Sales 2008 to 2015……………………………….…21 Table 4.3: The source of confectionery and cereal for Viet Nam’s market for the first nine months in 2011…………………………………………………………………………….24 Table 4.4: Criteria of consumers expect from Nelsen research 2011……………………26 Table 4.5: List of top Viet Nam brands 2009……………………….……………….….…35 Table 5.1: Ingredients of Go Choco biscuit……………………………………….………44 Table 5.2: Margin scheme proposal for Go Choco distributors…… …………………….51 Table 5.3: Trade sales promotion expense for Go Choco biscuit 2012…….…………… 53 ix EXECUTIVE SUMMARY Since Vietnam has joined APEC and abided by the rules of international trade in the region, many business opportunities and investment come among the members of the organization According to the Ministry of Foreign Affairs of Vietnam, within 10 years from the date of accession, (1998-2008), the members of APEC account for 75 % FDI, 50 % of development aid (ODA), 73 % of exports and 79 % of Vietnam's imports The import and export taxes of confectionery industry reduced significantly by stages, from 50 to 20 % and just % from 01.01.2012 In addition, Vietnam's market is evaluated as one of the safe place and has the most potential for investment in the region Huge population creates a large market size The Vietnamese always welcome new products from countries as long as quality assurance and great taste Moreover, cheap labor and intellectual staff is hardworking and fast-learning new knowledge Company Mayora clearly realize the opportunities for business expansion April 2011, a new product, Go Choco biscuit, was launched in India and Thailand The product is the enthusiasm of R&D of Mayora and Inbisco, the arm of company in India Go Choco is the perfect combination between the components to create the difference compared to other product lines, for average income segment Product has succeeded and gained impressive sales Following this success, Mayora strongly continues to grow in doing business in Vietnam’s market The project aims to research, evaluate and analyze the Viet Nam’s confectionery industry This study has identified where Go Choco brand is in Viet Nam’s market, taken advantage of all opportunities and strengths and simultaneously found out Mayora and brand’s threats and weaknesses All these results were the valuable data and were considered the most important part to understand thoroughly for the further recommendations on the marketing plan There are many marketing activities to bring Go Choco biscuit to consumers Which ways is right direction and shortest to achieve sales target and brand awareness With SWOT analysis, this study proposes the most power tools and activities which provide practical 58 We estimate the percent of approach for the first TAs in these channels is 10 % of total quantity, because this is not the location for this group And estimation at school channel is: Marketing department should balance the scope of work and control well the cost if we cooperate with advertising agency We must request schedule and timeline for report and always remember to set clearly the Key Performances Indicators with third party before running the Campaign d Event and Sponsorship  Objectives: Step by step build the brand awareness and brand image to Viet Nam consumers through social and community activities How to do: As research in the Chapter IV, along with the development of the economy, Vietnamese consumers are increasingly concerned to the responsibility of the business to community Besides factors such as price, product quality, after sales service the prestige of the business community also plays an important role, impact on consumers’ choice decisions of products Knowing for marketing department always focus on building and maintaining the image and reputation of Go Choco and Mayora in Viet Nam community, linked to the activities beneficial to the community and environment Therefore, social welfare activities are an integral part of the marketing plan Need build consistent, specific plan, throughout each year and has its own costs Employees or authorized agency to implement must be carefully selected They must professionally work to avoid serious adverse effects Marketing department should choose suitable time and occasion to approach right TAs Do sponsor on holiday and occasion such as sponsor products and organize meaningful activities on annual Mid-Autumn day for poor children, the child protection organization has special circumstances, or at the poor provinces 59 At the Central of Viet Nam, in lunar September and October yearly, it is rainy and flood season After this natural disaster, there are many miserable lives, circumstances And these poor pupils will be always accompanied sincerely with the Go Choco biscuit to overcome difficulties, overcome suffering and continue to go to school With the reasonable price, delicious taste and emotional share, Go Choco will be the top of mind when these pupils, consumers can afford to buy the necessaries of life We can implement sponsor projects by smartly combine business and cultural, social activities such as holiday, Lunar New Year… This will not only bring practical benefits but also helps to build corporate, brand image And finally, how to think the best way to link Go Choco biscuit to theme “the great combination”: crispy, milky and creamy sandwich biscuit to healthy image, balance between eating, learning and playing, Go Choco biscuit can connect to Phu Dong Sporty Event which is held yearly to sponsor a suitable sport for uniform, products to winner gift, medal…for teams participant Where to do: Any time when marketers contact and have a suitable and meaningful event or occasion When to spend: Mid-Autumn, rainy and flood season, student day in September, Terry Fox Run, cross-country awards of pupil and student on December, Phu Dong sporty event in March…and all occasion related to the primary and secondary TAs Marketers actively search and contact to be a sponsor How much to spend: e CRM Objectives: Manage the consumer relationship to build Go Choco brand awareness by listening client’s feedback and providing knowledge related to Mayora Company, product specification The second objective is to win consumers’ trust 60 How to do: Build good, trustable relationship between distributors, retailers and consumers side and Go Choco biscuit side It is effective tool for strong interaction through receiving market information from consumers and giving product, promotion campaign from the company Figure 5.5: Model of collaborative CRM Source: www.fidis.net Free hotline service - where consumers, wholesales can call and ask specific advice relating to getting the best use, promotion campaign of their product And for Go Choco biscuit in Viet Nam, setting up a toll free phone services with the prefix 1800 xxxx, free cost is essential to prove the high quality, to prevent the fake and illegal imported ones Moreover, customer care is essential to create goodwill in the marketplace and is the first concern of all businesses in an environment increasingly fierce competition now 1800 services are the most effective way to introduce and promote products and after sales support, feedback about our product, market information Because both consumers, distributors will not have to pay charges for the call and it is very convenient to call at any place, just remember the toll free phone number For Go Choco biscuit consumers, from distributors, retailers…to end users, they can call 61 this service for any promotion information, problem or any matters which consumers care about Go Choco biscuit in Viet Nam And via this means, it is the best way to introduce directly product, promotion campaign, upcoming events and other after sale services It is really easy to promote Go Choco awareness in nationwide in unique number, no need to change province code for each area With the low cost for only the first installation and the low rate of monthly subscription fee, Go Choco brand can be strong and win the consumers’ trust in the quality of products Especially, this CRM is effective in the economic and situation of out of control of fake imported goods in recently articles in Chapter IV Website of Mayora and Go Choco biscuit in Viet Nam must include the CRM part for all staff to input client database Besides, each wholesaler, distributor, retail has an account in the website to update their information, find new promotion campaign, check their benefit Thank to the product code on the product packaging, we require consumers, especially teen text a number to enter a lucky drawing for a significant prize when we an event as schedule Text promotions can help us target a younger demographic and can generate a buzz about our products Use this type of promotion to build a contact list that we can use these database for future text-based marketed campaigns second year Text-based sales promotions work best on consumer products that are frequently purchased like Go Choco biscuit with youth-oriented product Now the tool is ready and the person to use and take care of this tool is much important Recruit the PIC for this customer service They must have soft and friendly voice, effective telephone communication Besides the staff must be well-trained in sales and customer service skill, issue handling skill as well as how to represent Go Choco biscuit brand in Viet Nam’s market Besides existing distribution at Huong Thuy distributor, we should recruit exclusive sales team in GT and PG in line for MT channel Sales team will take the order, care directly and expand distribution system where Huong Thuy distributor has not approach yet One talent country sales manager will set the target for each region and then lead, monitor area sale team to get this plan Mayora need set up the satisfactory salary, reward policy, hot bonus when meet or break the sales target…to attract and keep them loyalty with the company 62 And regarding the PGs in line we can outsource to advertising company and set clearly the KPIs for agency to get the sales target at each key account Through these KPIs, we can control remotely but ensure the quality of these PGs and achieve our sales target For the first or second month, we business without the brand ambassador or promotion staff The next month, we double the quantity of sold Go Choco of each month per supermarket if there is PG’s presence Where to do: Mayora’s office and interactive website, GT and MT channel When to spend: One year from 7/2012 to 6/2013 How much to spend: about 0.4 billion for set up the toll free and human resource for this consumer cares How to measure results: Customer database in website, call center will be updated and reported by staff in charge 5.4 Timeline table This timeline table summarizes all activities with their budget, occasion which is described in the previous section 63 CHAPTER VI: CONCLUSION AND SUGGESTION 6.1 Conclusion After researching the subject, the writer can give some following conclusions: The consumers at anywhere always care about the quality, taste of the product, especially in FMCG and confectionery field The manufacturer's responsibilities for products that they produce and supply to market are utmost importance The product is marketed has a long-term process of R & D and enthusiasm of marketers and production Process that is research, discover, combine some ingredients to bring the consumer a product not only have great taste but also nice and cool packaging, designs The task of marketers is deeply understanding about the brand and company vision and mission to find a smartest way to win the consumers trust and love This research is aimed at to develop the marketing plan for Go Choco biscuit in Viet Nam market through a detailed analysis of all related factors to brand The marketing mix which includes tactic, strategy of 5Ps tool, and activities of marketing plan has been proposed in specification 6.2 Suggestion As writer analyze and propose marketing plan in the chapter IV and V, Mayora must build and proceed to legal for representative in Viet Nam and the marketing plan as the proposed schedule Because the timeline and location are the best one to have the huge traffic with potential sales volumes If marketing plan and its activities are properly implemented, Go Choco will be bound to win Vietnamese wholesalers and consumers’ trust and love From this first stable stage, Mayora continues to set up a marketing strategy for company and product in Viet Nam for the long term 64 REFERENCES English Alain, Van Den Eynde, (2011), Marketing and communication, PR and advertising course Jean, Tondeur (2011), Market Research Course Material Olivier, Kupferman (2011), Business and Marketing Planning Course Material Marianne Claes (2011), International Marketing Management course material Philip Kotler, Kevin Lane Keller (2006), Marketing Management, 12th edition, Prentice Hall Inc., United States William A Cohen PhD (2001), The Marketing Plan, 3rd edition, John Wiley & Sons, Inc., United States Business Monitor International (2011), Viet Nam food and drink report Q3 2011 This can be downloaded at stoxplus.com/download.asp?id=2705 Nielsen (2011), Viet Nam Grocery Report This can be downloaded at http://www.nielsen.com/content/dam/corporate/t3/vietnam/reports/Nielsen_Vietnam%20G rocery%20Report_2011.pdf HSC Ho Chi Minh Securities Corporation (2011), Viet Nam daily about Bibica stock It can be downloaded at www.hsc.com.vn/hscportal/downloadFile?fileid=97469 Audit and Advisory Services Limited (2011),“Doing business in Viet Nam” This can be downloaded at http://www.uhy.com/media/PDFs/doing_business_guides/Doing%20Business%20in%20V ietnam.pdf Dave Dolak (2011), a crash – course in marketing It can be seen at his website http://www.davedolak.com Vicky Thomas (2012), “Marketing from the heart without losing your head” at 65 http://www.ourcoloradonews.com/business/industries/marketing-from-the-heart-withoutlosing-your-head/article_3fdc9518-52e2-11e1-8e18-0019bb2963f4.html Vietnamese Phòng nghiên cứu kinh tế, phòng phân tích đầu tư, công ty Cổ phần chứng khoán Việt (2010), “Báo cáo ngành bánh kẹo” This can be downloaded at http://tinnhanhchungkhoan.vn/RC/images/upload/File/150920106f5a027d9f45a2ddac0fab2 a385fb6f0.pdf Lê Thị Ngọc Anh, Quách Thùy Linh, Nguyễn Thị Thanh Nga, Lê Thị Lệ Dung, Nguyễn Vĩnh Nghiêm Trần Gia Bảo (2011), “Báo cáo phân tích cổ phiếu công ty cổ phần Bibica”, công ty chứng khoán ngân hàng Ngoại Thương Việt Nam This document can be downloaded at http://vcbs.com.vn/Research/Company.aspx?tab=6&stock_symbol=BBC Huỳnh Tấn Vũ Trần Lệ Nguyên (2011), “Báo cáo thường niên công ty Cổ phần Kinh Do” This can be downloaded on the website KINHDO: http://kinhdo.vn/News/2-thongbao-co-dong/779-bao-cao-thuong-nien-2010.html Công ty CP Chứng khoán TP HCM,(2010), “Kind Do KDC outperformance” This can be downloaded at http://vinacorp.vn/UserFiles/News/anhnt11/KDC%20Report_Dec%2010_vn.pdf Information from articles and organization through websites: Laura Lake (2011) at http://marketing.about.com/od/marketingplanandstrategy/a/MarketingStrategy-Vs-Marketing-Plan.htm Susan Ward (2011) at http://sbinfocanada.about.com/cs/marketing/a/marketingplan.htm 66 Electronic Newspaper tinmoi.Viet Nam at: http://www.tinmoi.Viet Nam/coi-chung-banhkeo-deu-01708036.html News of SGGP at http://www.sggp.org.Viet Nam/thitruongkt/2012/1/279321/ Interview the daughter of Pham Nguyen Food Company, owner of Phaner Pie at http://projectkieman.wordpress.com/2011/03/24/deputy-general-director-of-strategy/ Fake Confectionery Info of online SGGP Newspaper at http://www.sggp.org.Viet Nam/thitruongkt/2010/12/246116/ “Idea of Advertising - Doping for consumers” on 20/07/2011 at http://vnth.vn/vn/n13725e2w6179s1/cong-ty-tnhh-huong-lieu-my-linh-13725/y-tuongquang-cao-doping-cho-nguoi-tieu-dung.htm Article about Phaner Pie at http://dantri.com.Viet Nam/c25/s82-355312/phaner-pie-vahinh-anh-moi-cua-nguoi-viet-tre.htm http://en.wikipedia.org/wiki/Choco_Pie http://id.wikipedia.org/wiki/Mayora_ http://www.huongthuy.com/ http://www.ehow.com/info_8693419_stp-marketing.html http://dantri.com.Viet Nam/c25/s82-355312/phaner-pie-va-hinh-anh-moi-cua-nguoi-viet- tre.htm Marketing Strategy versus marketing plan at http://sbinfocanada.about.com/cs/marketing/a/marketingplan.htm http://www.campaignbrief.com/asia/2011/08/mayora-group-creative-account.html Pham Thi Thanh Thao – Deputy Director of Phaner, speech on 11 Jan 2012 at http://biz.cafef.Viet Nam/2012011101421850CA47/doanh-nghiep-manh-hon-o-thoi-diemnhieu-kho-khan.chn http://www.trungnguyen.com.vn/1694/vietnam-towards-a-new-horizon 67 GSO at http://www.gso.gov.vn/default_en.aspx?tabid=491 CIA factbook of Vietnam at https://www.cia.gov/library/publications/the-world-factbook/geos/vm.html Food and foodstuff association HCMC at http://www.ffa.com.VietNam/index.php?option=com_content&view=article&id=1405%3 Alo-ban-hang-ton-sau-tet&catid=89%3Athi-truong-gia-ca&Itemid=313&lang=vi Forum discuss about Chocopie, Lotte Pie and Phaner Pie at http://secure.tnxm.net/t8642?p=323270&viewfull=1 http://marketing.about.com/od/marketingplanandstrategy/a/Marketing-Strategy-VsMarketing-Plan.htm http://www.uhy.com/media/PDFs/doing_business_guides/Doing%20Business%20in%20V ietnam.pdf Confectionery report at Tan Viet stock (April 2011) at http://www.wooricbv.com/FileShow.ashx?ContentID=3183 http://www.shopdksh.com/en/product/productdetail.aspx?part_no=100438733&category_sub=&category_id=45www.mayora.com http://www.ugtrad.com.Viet Nam http://bansacthuonghieu.com/chi-tiet/lang-nghe-doi-thu-thay-vi-thuong-de/752.html Peter Baker in HN, 2009 at http://www.bakenet.eu/tiki-read_article.php?mode=mobile&articleId=765 Tri Viet Securities Corporation TVSC, 2010 at http://tinnhanhchungkhoan.Viet Nam/RC/images/upload/File/150920106f5a027d9f45a2ddac0fab2a385fb6f0.pdf http://vef.Viet Nam/2012-03-26-lotte-cua-han-quoc-thau-tom-bibica 68 APPENDIX a Sampling and survey questionnaire 69 Survey Result Question On a scale of 1-5, with being like very much, please rate: how much you like this product? Row Labels Like Like very much Neutral Other (blank) Unlike Hate Grand Total Count of Province 51 10 47 5 120 Row Labels HCM Like Like very much Neutral Other Unlike (blank) HN Hate Like Like very much Neutral Unlike (blank) Grand Total Count of Họ & tên đáp viên 90 37 37 4 30 14 10 1 120 Question HCM HN Total Like very 10 Like 51 51% Neutral 47 Unlike Hate Other (Blank) Grand Total 120 Like very 10 Like 37 14 51 Neutral 37 10 47 Unlike Hate 1 Other 1 (Blank) Grand Total 90 30 120 How are your taste about Go Choco biscuit? CRISPY Row Labels No Yes (blank) Grand Total Count of Province 16 102 120 Row Labels HCM No Yes (blank) HN No Yes (blank) Grand Total Count of Họ & tên đáp viên 90 11 78 30 24 120 HCM HN Total No Yes (blank) Grand total 16 102 0.85 120 No Yes (blank) Grand total 11 16 78 24 102 1 90 30 120 70 Question How are your taste about Go Choco biscuit? SWEET Row Labels No Yes (blank) Grand Total Count of Province 39 77 120 Row Labels HCM No Yes (blank) HN No Yes (blank) Grand Total Count of Họ & tên đáp viên 90 31 57 30 20 120 Question HCM HN Total No Yes (blank) Grand total 39 77 120 No Yes (blank) Grand total 31 39 57 20 77 2 90 30 120 How are your taste about Go Choco biscuit? MILKY Row Labels No Yes (blank) Grand Total Count of Province 44 74 120 Row Labels HCM No Yes (blank) HN No Yes (blank) Grand Total Count of Họ & tên đáp viên 90 29 60 30 15 14 120 HCM HN Total No Yes (blank) Grand total 44 74 120 No Yes (blank) Grand total 29 15 44 60 14 74 1 89 30 119 71 Question On a scale of 1-5, with being definitely will buy: How likely will you buy this product? Row Labels Definitely will buy neutral Probably will buy (blank) Definitely not buy Probably not buy Grand Total Count of Province 19 27 55 10 120 Row Labels HCM Definitely not buy Definitely will buy neutral Probably not buy Probably will buy (blank) HN Definitely not buy Definitely will buy neutral Probably not buy Probably will buy (blank) Grand Total Count of Họ & tên đáp viên 90 14 23 40 30 4 15 120 Definitely will buy 19 HCM HN Total Definitely will buy 14 19 Neutral 27 Neutral 23 27 Probably will buy 55 Probably not buy 10 Definitely not buy Probably will buy 40 15 55 0.8416667 Probably not buy 10 Definitely not buy Question How much will you be willing to pay for Go Choco biscuit? Row Labels VND 1000 VND 1500 VND 2000 VND 2500 VND 3000 (blank) Grand Total Count of Province 21 37 44 12 120 VND 1000 21 VND 1500 37 VND 2000 44 VND 2500 12 (blank) (blank) VND 3000 Question Is there any product like Go Choco biscuit? If have, what's name? Row Labels Do not know Chocopie Gauffer Orion Oreo, Cream O, Bánh quy Chocopie, Phaner Pie Chocolate Bibica Chocopie Oreo Chinese cake Orion, Craz Chocopie, Orio Grand Total Count of Province 78 30 1 1 1 120 Grand total 120 Grand total 90 30 120 Grand 120 72 b Estimation of sales amount and cost for trade sales promotion campaign Margin scheme for Distributor Unit Price/Pack 36,000 34,200 32,400 30,600 Percent compare Margin with Selling Price 75% 71% 68% 64% 25% 29% 33% 36% Purchase Order Quantity 10,000 packs - 20,000 packs >20,000 packs - 30,000 packs >30,000 packs - 40,000 packs Grand Total Est # distribution 8,500 Turnover (VND) Actual sales amount Margin Cost w/out promotion 45,900,000,000 2,736,000,000 1,944,000,000 1,224,000,000 45,900,000,000 2,880,000,000 2,160,000,000 1,440,000,000 144,000,000 216,000,000 216,000,000 51,804,000,000 52,380,000,000 576,000,000 ... Company and Go Choco biscuit?  How big market size and what does Go Choco biscuit has to face?  From the Marketing Strategy of Mayora, how to build a marketing plan for Go Choco biscuit to reach... focuses on the Marketing Plan for the first year Go Choco biscuit entering into Viet Nam’s market And the primary data about consumer comments for Go Choco biscuit were done and surveyed for 90 people... can't have a marketing plan without a marketing strategy But a marketing plan without a marketing strategy is a waste of time The marketing strategy provides the goals for marketing plans It tells