Marketing plan for mountain coffee of net viet company till 2015

TRƯỜNG ĐẠI HỌC MỞ TP.HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLS SOLVAY BRUSELLLS SCHOOL MBMM5 PHẠM VĂN THUẬN MARKERTING PLAN FOR MOUNTAIN COFFEE OF NET VIET COMPANY TILL 2015 MASTER PROJECT MASTER IN BUSINESS & MARKERTING MANAGEMENT TUTOR’ NAME: Dr NGUYEN MINH HA Ho Chi Minh City (2012) Marketing Plan for Mountain Coffee of Net Viet Company Final Project COMMITMENT I hereby commit that the paper was written by myself with information retrieved and obtained sources and was prepared under the guidance of Dr Nguyen Minh Ha Where ideas were reproduction of other publication, the sources were clearly indicated, thus assuring no plagiarism committed HCMC, 21 February, 2012 Pham Van Thuan Master of Business and Marketing Management Pham Van Thuan ii MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project ACKNOWLEDGEMENT Firstly, I would like to send great thanks to all Professors from Solvay Bruxells business school who transfer and share valuable business and marketing knowledge and experiences to Vietnamese students like us Secondly, I would like to send many thanks to my tutor – The professor Nguyen Minh Ha - a Head of graduation department of Ho Chi Minh City Open University - who has helped me a lot in giving orientation, advices and comments on how to build up a marketing plan I also would like to extend genuine thanks to Mr Serge Bywalski and Ms Nguyen Thi Mong Thuy, Le Thi Ngoc Hien, our helpful academic program coordinator I would like to express my sincere thanks to Net Viet Co.,Ltd, all my colleagues here for supporting, guidance and encouragement during my project Finally, I would like to thank my parents, who help me through two years They have given me the strength and courage to follow up the course and pursue my dreams This project done in a very short time and even more limited knowledge, so not avoid many shortcomings Project themselves as very happy to be teaching more from friends, colleagues and especially teachers to further enhance their knowledge, as well as complete this project I sincerely thank you deeply from my heart Pham Van Thuan iii MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project TUTOR’S COMMENTS Project title: MARKETING PLAN FOR MOUNTAIN COFFEE OF NET VIET COMPANY TILL 2015 Student name: PHAM VAN THUAN Attitude: …………………………………………………… Content: ………………………………………… Method and technique: ………………………………………… Project results: …………………………………………… Overall comments: ………………………………………… Evaluation: …………… Tutor’ signature Dr NGUYEN MINH HA Pham Van Thuan iv MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project EXECUTIVE SUMMARY Viet Nam is a country of coffee export ranked second in the world, only after Brazil Coffee commodity exports have a high export turnover, just behind crude oil, and Viet Nam mainly exported raw coffee materials Vietnam's population is currently around 90 million people, most Vietnamese people have a habit of drinking coffee in the morning, and as such is a valuable beverage indispensable daily Therefore, this is also a very big potential market to exploit and develop in the near future Roasted and ground coffee market in Viet Nam are very enormous and developed very strong and fast There are also a lot of fierce competitions and intense There are many reasons for the domestic coffee market developed strongly in the near future, such as:  Firstly: The current coffee consumption per capita in Viet Nam at 0.83kg/person/year is very low, lower than the Brazil of 5.2 kg / person / year, the EU is 4.83 kg / person / year and the United States is 4.13 kg / person / year (International Coffee Organization, 2010)  Secondly: The population of Viet Nam is very large, more than 90 million people, and 2/3 are young people under 30 years of old age (under General Office for Population - Family Planning Sources 2009), coffee consumption average annual growth of over 10,5%/year (International coffee organization ICO 2010)  Thirdly: Viet Nam's coffee market is still very primitive, there are still many opportunities for domestic companies as well as foreign investors to join and develop At present, Vietnam's market is mainly consumed roasted and coffee grinders, while soluble coffee arrays also many opportunities for development, currently has 26 major coffee buyers around the world have offices in Viet Nam (Agroviet, 2011) Net Viet Company is one of the producing, trading and processing coffee company with small - scale coffee, is very new participants in the coffee market mostly years operating The main business areas of the company is manufacturing, trading and processing of coffee under the brand name is "Mountain Coffee", mainly for the domestic market, the market in Pham Van Thuan v MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project Ho Chi Minh City is the main markets of company Currently, the staff at the company is still very weak and lack the skills for the sales and market development, as well as quality coffee production did not really stable As a new small company engaged in market production, trading and processing of coffee, so the company faced with many difficulties and challenges to survive and grow Therefore, company has to analyze and try to find out the strengths, weaknesses, opportunities and challenges of the market to build the plan, the strategic entry into the market in the early years, as well as expanding development plans in the next years This plan was implemented throughout the marketing mix, including product, price, place of sale and promotion (4P) Moreover, the company set a specific marketing plan within years in order to development market in Ho Chi Minh City Planning has set out to create the sustainable development of the company in the next coming years Pham Van Thuan vi MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project TABLE OF CONTENTS Contents Pages Commitment ii Acknowledgement iii Tutor’s Comments iv Executive Summary v Table of Contents vii List of Tables ix List of Figures x CHAPTER I – INTRODUCTION 1.1 Company Description 1.2 Problem Statement 1.3 Objectives 1.4 Scope of Study 1.5 Methodology 1.6 The Project Structure CHAPTER II – ENVIRONMENTAL ANALYSIS 2.1 External Environment Analysis 2.2 Internal Analysis 18 2.3.1 Strengths 23 2.3.2 Weakness 23 2.3.3 Opportunities 24 2.3.4 Threats 24 CHAPTER III – MARKETING STRATEGY FROM 2011-2015 26 3.1 Marketing Objectives 26 3.2 Marketing Strategy 27 3.3 Marketing Mix 35 CHAPTER IV – MARKETING PLAN for MOUNTAIN COFFEE TILL 2105 42 4.1 Sales Forecast 42 4.2 Marketing Action Plan from 2012 – 2015 46 4.2 Marketing Specific Action Plan in 2012 49 4.4 Monitoring and Assessment 52 CHAPTER V – CONCLUSION AND RECOMMENDATION 53 Pham Van Thuan vii MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project 5.1 Conclusion 53 5.2 Recommendation 53 REFERENCES 55 APPENDIX 56 Pham Van Thuan viii MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project LISTS OF TABLES Table 2.1: Population – Viet Nam from 2003-2010 Table 2.2: Viet Nam GDP from 2003-2010 11 Table 3.1: Theory of Market Segmentation 28 Table 3.2: Theory of Market Segmentation 30 Table 3.3: The List of Current High Potential Target Customers in HCM City 33 Table 3.4: Traditional Mountain Coffee No1 + No2 + No3 36 Table 3.5: Culi Mountain Coffee & Experience Coffee 37 Table 3.6: Espresso Brown Mountain Coffee & Espresso Gold Mountain Coffee 37 Table 4.1: Details of Marketing Plan from 2012-2015 47 Pham Van Thuan ix MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project LIST OF FIGURES Figure 2.1: Coffee Consumption of the Top 10 Countries in the World Figure 2.2: Porter’s Five Forces Model 13 Figure 2.3: Number of Coffee Consumption in Viet Nam 14 Figure 2.4: Number of Coffee Suppliers in Viet Nam 2010 16 Figure 3.1: Type of Distribution Channel 41 Figure 4.1: Sales Forecast of Company in 2012 43 Figure 4.2: Sales Forecast from 2012-2015 44 Figure 4.3: Sales Forecast and Expensive from 2012-2015 45 Figure 4.4: Details of Marketing Plan in 2012 50 Pham Van Thuan x MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project Table 4.1: Details of Marketing Plan from 2012-2015 Marketing Expenses Budget 11-Jun 11-Jul 11-Aug 11-Sep 11-Oct 11-Nov 11-Dec 12-Jan 12-Feb $1,500 $1,500 $1,500 $1,500 $1,000 $1,000 $1,000 $1,000 12-Mar 12-Apr 12-May 1st year 2nd year 3rd year 4th year $7,200 $8,784 $10,716.48 $13,288.44 $14,400 $17,568 $21,432.96 $26,576.87 $36,000 $43,920 $53,582.40 $66,442.18 Tet Holiday Supermarket Promotion Material Support Activation/Promotion Program In Supermarket $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 At Saigon Corp System $3,000 $3,000 $24,000 At Big C System $3,000 $3,000 $3,000 At Maximark System $3,000 $3,000 $3,000 In-Building LCD Ads $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $7,200 $8,784 $10,716.48 $13,288.44 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $4,320 $5,270 $6,429.89 $7,973.06 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $10,800 $13,176 $16,074.72 $19,932.65 $3,600 $4,392 $5,358.24 $6,644.22 $21,600 $26,352 $32,149.44 $39,865.31 Internet Marketing & Support Promotion Program for Coffee Shop Promotion Program for Convenient Store $500 $500 $500 $500 $500 $500 Promotion Program for Mobile Cart Dist $1,500 $1,500 Dist $1,500 $1,500 Dist $1,500 $1,500 Dist $1,500 $1,500 Dist 10 $1,500 $1,500 Binh Thanh Dist $1,500 $1,500 Exhibition/Trade Fair $1,500 Building Website and Expenses $1,500 $1,500 $1,500 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $2,880 $3,514 $4,286.59 $5,315.37 $9,500 $8,000 $4,000 $5,500 $8,000 $9,500 $10,000 $5,500 $ 6,500 $9,500 $7,000 $7,000 $108,000 $131,760 $160,747.20 $199,326.53 Total Marketing Expenses Pham Van Thuan 47 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project As the description above, specific activities for each category will be presented in detail, as follows:  Tet holiday: action plan will be prepared before the holiday, during holiday time and after holiday, total operation time in months, from 11/2011 to 2/2012 of the first year operation and this budget for next years left of this project Budget increasing an average are 20%/year  The cost of materials, equipment and supplies to support operations in the supermarkets: these activities will take place in 12 months, from 6/2011 to 5/2012 of the first year operation and costs for next year rest of this project  The activities and promotions in supermarkets were selling the Net Viet Company’s products will take place within months of the first year operation, as follows: 6, 7/2011 at the Saigon Coop supermarket systems; 11, 12/2011 at the Big C supermarket systems; 3, 4, 5/2012 at Maxi mark supermarket systems It is also plans to build costs in next years left to 2015  In-Building Programs LCD Ads: these programs will operate during 12 months of the first year operation and budget for next years left  The promotion programs for coffee shops: these activities will take place within months, as follows: 6, 7/2011; 10, 11/2011 and in 4, 5/2012 of the first year operation and costs for next years left of this project  The promotion programs for Coffee Mobile Cart systems: the cost of these activities take place within 12 months of the first year operation, as follows: June, 7/2011 in District 1; 8, 9/2011 in District 3; 10, 11/2011 in District 5; 12, 1/2012 in District 7; 2, 3/2012 in District 10 and 4, 5/2012 in Binh Thanh District and the costs for next years rest of this project  Programs to participate in exhibitions, trade-fairs will take place within months, as follows: participation in the activities on display, introducing the product at trade fairs and exhibitions with large and prestigious scale in the food industry in 6, 9, 12 and 3/2012 and the costs for next years left of this project Pham Van Thuan 48 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company  Final Project The cost for the construction and operation of the company website: will take place within 12 months of the first year operation and the costs for next years of this project Need to build, analyze and evaluate a specific marketing plan in 2012-2015 as well as giving the cost of specific activities to help Net Viet Company overview of the marketing costs in the market In addition, to operate business effectively and successfully, enterprises need to control the operating costs as well as building the program works effectively Besides, building a marketing plan specifically to help company find out the weaknesses, the strengths of the product on the market, thereby building plans, policies and strategies consistent with the development of the market as well as ensuring that businesses operation efficiently and successfully In short: Enterprises need to develop specific marketing plans, specific actions to ensure that businesses compete on the market as well as ensure effective business operations and success in future 4.3 Marketing Specific Action Plan in 2012 Net Viet Company also set goals and specific program activities in 2011, which includes activities for Tet Holiday, the operates program at the supermarket systems, programs and activities in the convenience stores, specialized stores, participate in activities at the trade fair, exhibition, costs for the program on the website as well as operation of mobile coffee cart system The following descriptions (in figure 4.4) will point out the specific activities of the company in 2012 Pham Van Thuan 49 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project Figure 4.4: Details of Marketing Plan in 2012 Marketing Activity Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Tet Holiday Supermarket Promotion Material Support Activation/Promotion Program In Supermarket At Saigon Coop System At Big C System At Maxi mark System In-Building LCD Ads Internet Marketing & Support Promotion Program for Coffee Shop Promotion Program for Convenient & Specialty Store Promotion Program for Coffee Mobile Cart Dist Dist 3 Dist Dist Dist 10 Binh Thanh Dist Exhibition/Trade Fair Building Website and Expenses Pham Van Thuan 50 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project As described figure 4.4, the Net Viet Company's marketing activities began in June 2011 to May 2012 During a year marketing activities, building Net Viet Company activities throughout the months of operation and will be described in detail below:  Tet holiday: action plan will be prepared before the festival, and during festival time and after holiday, total operation time in months, from 11/2011 to 2/2012  The cost of materials, equipment and supplies to support operations in the supermarkets: these activities will take place in 12 months, from 6/2011 to 5/2012  The activities and promotions in supermarkets were selling the Net Viet Company’s products will take place within months, as follows: 6, 7/2011 at the Saigon Coop supermarket systems; 11, 12/2011 at the Big C supermarket systems; 3, 4, 5/2012 at Maxi mark supermarket systems  In-Building Programs LCD Ads: these programs will operate during 12 months of the year operation  The promotion programs for coffee shops: these activities will take place within months, as follows: 6, 7/2011; 10, 11/2011 and in 4, 5/2012  The promotion programs for specialty stores, convenience stores sold the product of Net Viet Company will be held within months, as follows: 8, 9/2011; 12, 1/2012 and in 4, 5/2012  The promotion programs for Coffee Mobile Cart systems: these activities take place within 12 months of the year, as follows: June, 7/2011 in District 1; 8, 9/2011 in District 3; 10, 11/2011 in District 5; 12, 1/2012 in District 7; 2, 3/2012 in District 10 and 4, 5/2012 in Binh Thanh District  Programs to participate in exhibitions, trade-fairs will take place within months, as follows: participation in the activities on display, introducing the product at trade fairs and exhibitions with large and prestigious scale in the food industry in 6, 9, 12 and 3/2012  The cost for the construction and operation of the company website: will take place within 12 months of operation Pham Van Thuan 51 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project All costs for these activities have been presented in detail in above section 4.3 - Marketing action plan from 2012 to 2015 All these activities are in a marketing plan and strategy of Net Viet Company in next years of this project Moreover, the operating budget and revenue for all these activities also in the company plan, corresponding costs and revenues in the company's development plan in next four years ahead In addition, the Net Viet Company is to specialty focus on developing coffee mobile cart systems This is the system of Net Viet Company in order to build brand image and distribution network development in the future 4.4 Monitoring and Assessment Monthly review: evaluation and correction the marketing plan in order to meet the target as well as avoiding perform the wrong direction of planning Quarter and half year review: in order to adjust those plans and policies inconsistent with the requirements of the market as well as avoiding the wrong direction that the company has set out Yearly business review: in order to revise the plans and policies that unsuitable with the market, as well as updated information from the market to ensure the company on track and avoid errors during implementation To review the annual plan aimed to determine the needs of customers, the ever-changing requirements of the market as well as learning the experiences from the market to improve products, improve the quality of the product, improve after sales service, improve sales skills to ensure objectives of the plan Post-purchase survey: brand awareness/recognition level is assessed through surveys and feedback through sign, symbol, name, or design that can be tagged as “ownership label” of Net Viet brand awareness Brand awareness survey can be conducted by using online survey, e-mail questionnaire, or direct mail Pham Van Thuan 52 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project CHAPTER V CONCLUSION and RECOMMENDATION 5.1 Conclusion Net Viet Company was founded in 2010, only years operating in the area of manufacturing, trading and coffee processing, is still very young company compared to other companies in the coffee industry with a capital activity is billion VND So, Net Viet company is still very young in manufacturing, trading and processing of coffee on the market, the quantity number sold in the market is still very small, brand image is still very new in the market coffee industry However, with great effort and determination from the Net Viet Company and with all employees, the Net Viet company has action plan, policies, the strategy implemented in the next years, that is the number sales in 2015 will increase by 54% compared to 2012 and images "Mountain Coffee" will be available in mostly supermarkets, coffee shops, convenience stores, specialty stores, hotels, restaurants, resorts, markets, as well as Coffee Mobile Cart systems total up to 50 points in Ho Chi Minh market Marketing Plan for Net Viet Company till 2015 will bring to the strategy, the action plan, the comprehensive view of the market, helping company overcome difficulties and develop in the right direction in the future 5.2 Recommendation To implement this marketing plan Net Viet Company should focus on several ideas and solution as follows:  To focus on developing of human resources, improve the skills needed to meet the company's growth in the near future  Must have of research and develop new products to meet the changing needs of the coffee market Pham Van Thuan 53 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project  Need to build the criteria of quality when purchasing coffee  Need to focus on building brand image in the beginning of the plan  To build a strong distribution system and complete on the coffee market  It is necessary to develop policies on sales, commissions, discounts, good reward for distribution systems, agent  Need to build attractive promotions and advertising programs to attract new customers and loyal customers  The quality of coffee products must be stable Pham Van Thuan 54 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project REFERENCES Books Michel Porter - The Competitive Strategy, New York, The Free Press – 1998 Phillip Kotler, Gary Amstrong, John Sauders, Veronica Wong – Principle of Marketing - 2001 (third European Edition 2001) Lectures Prof Jean-Pierre Aerts – Business & Marketing Planning course materials – Master of Business & Marketing Management (2010-2011) Prof Jean-Pierre Baeyens – Strategic Marketing course materials – Master of Business & Marketing Management (2010-2011) Prof Christian Bluemelhuber – Creating and Managing Brand course materials Master of Business & Marketing Management (2010-2011) Prof Alain Van den Eynde – Marketing & Business Communication, P.R and Advertising course materials - MBMM5 (2010-2011) Prof Claire Gruslin – Market Research, BIS & Competitive Intelligence course materials - Master of Business & Marketing Management (2010-2011) Prof Marianne Claes – International Marketing Strategy course materials - Master of Business & Marketing Management (2010-2011) Websites www.agro.gov.vn www.vinacafe.com.vn www.mpi.gov.vn www.investorwords.com www.thewebsitemarketing.com www.entrepreneur.com www.themarketingmentors.com www.vicofa.org.vn Pham Van Thuan 55 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project APPENDIX APPENDIX – QUALITATIVE SURVEY No Question Theme Why you drink coffee? Pleasant taste Reasonable price Habit Suggested by my friend What are the important factors Famous brand when you choose your coffee? Easy to buy Date of manufacture Place of production Word of mouth What make you buy coffee in Advertising supermarket or convenient shop Gift or coffee shop beside the Appealing package brand? Shop assistants’ introduction Special offers Pham Van Thuan 56 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project APPENDIX – QUATITATIVE SURVEY QUESTIONNAIRE We are a company specialized in manufacturing, trading and processing of coffee products Currently we are conducting a survey of factors affecting purchasing decisions coffee in Ho Chi Minh City In this survey, there is no right or wrong attitude or perception, but all your answers useful information Therefore, we deeply appreciate your cooperation We hope you spend some time to answer the questions by circling of filling in the choice that best suit your opinions Have you bought coffee within one year recently?  Yes  No If No, please move to question 16 Some of the people we meet shared their opinion about the buying criteria of coffee Please rate your opinion by using the followings scales: 1=Completely Agree; = Agree; = Neutral; = Disagree; = Completely Disagree 12Completely Agree agree I drink coffee because of the pleasant taste/smell I drink coffee because of the reasonable price than others beverage Famous brand of coffee is my first choice Easy to buy is the important factor when I choose my coffee Date of manufacture is the important factor when I choose my coffee I drink coffee because of my habit Pham Van Thuan 3Neutra l 4Disagree 5Completely Disagree 5 5 5 57 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Place of the production is the important factor when I choose my coffee Word of mouth is the important factor when I choose my coffee 10 Coffee is the first choice for gift in the Tet Holiday 11 I was influenced by advertising when buying coffee 12 I always drink coffee offered by my friends/colleague 13 I buy coffee because of its appealing package 14 I buy coffee because of the introducing of the shop assistant 15 I buy coffee because of the attractive promotion programs Final Project 5 5 5 5 16 How many brands of coffee you often consume? Only brand From – brands No brand awareness at all 17 Where you often to drink coffee? Coffee shops Supermarket/restaurant Friend’s house/relative At home Other places 18 Which reason you choose to buy coffee? Pure Coffee Good production/safety food Good brand Habit Suitable taste Reasonable price Pham Van Thuan 58 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project 19 What is your age? Under 20 years old 20 – 29 years old 30 – 39 years old 40 – 49 years old 50 – 59 years old Over 60 years old – 2,999,000 3,000,000 – 4,999,000 5,000,000 – 6,999,000 7,000,000 – 14,999,000 Over 15,000,000 Male Female 20 What is your monthly income (in VND)? 21 What is your gender? Thank you so much for sharing time with us in this study Wish you and your family with health and success in career and life BẢNG CÂU HỎI Chúng công ty chuyên sản xuất kinh doanh sản phẩm Cà phê Hiện thực khảo sát yếu tố ảnh hưởng đế định mua Cà phê Thành phố Hồ Chí Minh Trong khảo sát này, quan điểm, thái độ hay sai mà tất thông tin hữu ích Do vậy, mong nhận công tác, giúp đỡ chân tình khách quan Anh/Chị Chúng mong Anh/Chị bỏ chút thời gian quý báu trả lời câu hỏi theo suy nghĩ Anh/Chị Anh/Chị có mua Cà phê vòng năm trở lại không?  Có  Không; Anh/Chị vui lòng trả lời câu thứ 16 Nếu có Anh/Chị vui lòng trả lời câu thứ Pham Van Thuan 59 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project Một số người tiếp xúc có chia sẻ vài nhận định họ lý mua mặt hàng Cà phê Xin Anh/Chị vui lòng cho biết mức độ đồng ý theo thang điểm đây: = Hoàn toàn đồng ý; = Đồng ý; = Trung lập; = Không đồng ý; = Hoàn toàn không đồng ý 1-Hoàn toàn đồng ý 2-Đồng ý 3-Trung lập 4-Không đồng ý 5-Hoàn toàn không đồng ý Tôi uống café mùi vị dễ chịu coffee Tôi uống café giá hợp lý loại thức uống khác 5 Các nhãn hiệu café tiếng lựa chọn Dễ mua yếu tố quan trọng chọn mua café Thời hạn sản xuất yếu tố quan trọng chọn mua café Tôi uống café thói quen Nơi sản xuất yếu tố quan trọng chọn mua café Thông tin truyền miệng yếu tố quan trọng chọn mua café 10 Café lựa chọn cho quà lễ hội 11 Quảng cáo café có tác động đến tôi chọn mua café 12 Tôi uống café bạn mời 13 Tôi mua café hình thức trình bày đẹp, hấp dẫn 14 Tôi mua café người bán hàng giới thiệu cho 15.Tôi mua café chương trình khuyến hấp dẫn 5 1 2 3 4 5 5 1 2 3 4 5 5 16 Anh/Chị thường xuyên uống loại nhãn hiệu café? Chỉ loại nhãn hiệu Từ – loại nhãn hiệu khác Không quan tâm đến nhãn hiệu Pham Van Thuan 60 MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project 17 Anh/Chị thường uống café đại điểm nào? Quán Café Tại siêu thị/nhà hàng Nhà bạn bè/người thân Tại nhà Địa điểm khác 18 Những lý làm Anh/Chị chọn mua nhãn hiệu café? Café nguyên chất, không pha trộn Sản xuất đảm bảo an toàn vệ sinh thực phẩm Thương hiệu tốt Quen dùng Hợp vị Gía phù hợp 19 Xin cho biết tuổi Anh/Chị? Dưới 20 tuổi 20 – 29 tuổi 30 – 39 tuổi 40 – 49 tuổi 50 – 59 tuổi Từ 60 tuổi trở lên 20 Thu nhập trung bình hàng tháng Anh/Chị bao nhiêu? (theo VND) – 2,999,000 3,000,000 – 4,999,000 5,000,000 – 6,999,000 7,000,000 – 14,999,000 Từ 15,000,000 trở lên 21 Giới tính Anh/Chị? Nam Nữ Chân thành cám ơn Anh/Chị dành thời gian trả lời bảng khảo sát ý kiến Chúc Anh/Chị gia đình nhiều sức khỏe đạt nhiều thành công công việc sống Pham Van Thuan 61 MBMM5 ... Thuan iii MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project TUTOR’S COMMENTS Project title: MARKETING PLAN FOR MOUNTAIN COFFEE OF NET VIET COMPANY TILL 2015 Student name:... Pham Van Thuan MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project particularly The marketing plan from 2012 to 2015 for Mountain Coffee of Net Viet Company in Chapter three... Details of Marketing Plan from 2012 -2015 47 Pham Van Thuan ix MBMM5 Marketing Plan for Mountain Coffee of Net Viet Company Final Project LIST OF FIGURES Figure 2.1: Coffee Consumption of the