Lập kế hoạch marketing cho sản phẩm hòa tan g8 vào thị trường mumbai ấn độ e

Topic: Marketing Plan for the Company's products into the market of culture respectively (Applying the CAGE model to analyze) Essay: Marketing Plan Products: Coffee "soluble G8" Business: Coffee Corporation Dai Nguyen Location: Mumbai - India I India - Mumbai: (CAGE) Indian culture and traditional relationship with Vietnam: (C & G) Overview: India is a large market and large populations in South Asia with 3.3 million km2 and 1.2 billion people, the medieval University, India with neighboring countries (Pakistan, Bangladesh) form a sub-continent known as Hindustan - India is a country of contrast (in geography, climate, race and language), and is a national unity in diversity Middle age is when India was divided into 600 states and thousands of those dialects with different dialects and religious opposition - However, throughout history, India is a unified body Glue here is the Indian culture is expressed through traditional, ethnic identity, as well as spiritual life, traditions, scriptures and epics - Indian Society is a society that has ever existed a regime of class and hardened concrete, artificial division of the Indian population into four layers of different people: Balamon, martial arts, popular and untouchability This is the hallmark of the religious prejudices of the Hindu extremists It is from a traditional society that has arisen an Indian culture, Indian spirit - Today, India has asserted its role as an emerging powerhouse in the continent and the world Many retail corporations in the world are targeting the Indian market They all want to exploit the potential of the vast consumer market and economic growth is rapid - However, would be incomplete if not discussed the resistance of the Indian economy India has a very luxurious of the rich, the essence of science and civilization, while another Indian of violence, poverty, ignorance and disease In addition to the possible factors contained elements of political instability in South Asia, India great pressure on social issues and facilities infrastructure In the cities, population overload problems, environmental pollution, traffic congestion and accidents are chronic headache managers Add to that the backwardness of agriculture, labor productivity issues, the administrative bureaucracy, cumbersome administrative procedures, corruption are threats to discourage foreign investors Relations India and Vietnam: On political relations, Vietnam-India relationship has always been a special relationship honest and dearly since Prime Minister Nehru and President Ho Chi Minh set the foundation early more money for it 50 years ago The sign Joint Declaration on Strategic Partnership, Vietnam - India in July 2007 has brought the bilateral relations between the two countries to develop new incentives Vietnam's Prime Minister visit and worked in India 2007 - Especially, in 2007 marked the breakthrough of the bilateral relations with the state visit of Prime Minister Nguyen Tan Dung delegation senior Vietnamese government that succeeds notably signed a joint statement the partnership strategy of Vietnam - India cooperation documents with eight other key Based on the new level of strategic partnership, a new phase in bilateral relations began with the development of extensive and diversified in all areas of political, economic, cultural, education, national defense and science and technology As such, opportunities and prospects for the two countries is huge - On economic relations, long, India and Vietnam already have commercial relationships alive and strong Bilateral trade growth and reached 2.5 billion USD in 2008 - On the geographical distance, from Vietnam to India is not far, systematic road, air and is very convenient for transport by sea of coffee Protestant geographical - On food culture, in India, coffee is a popular beverage in the second (with tea) The trend of coffee consumption in India is growing quite the part of Indians down to tea Mumbai: - Vietnam's Consulate in Mumbai: Mumbai in India like Saigon in Vietnam, is the provincial capital of Maharashtra With about 20 million people, this is the most populous city in India and also one of the most populous city in the world Mumbai is also emerging tourist destination - Vietnam Consulate in Mumbai (India) was established in 1993 with the consular district includes inner suburbs, the port city of Mumbai and Mumbai - Since then, the consulate was in charge of the bridge, positive contributions to promoting relations between Vietnam and India in general and between Vietnam and in particular the state of Maharashtra In addition to performing the duties of consular representation, the Consulate General are always interested in foreign propaganda and serve economic development - Consulate in Mumbai is well aware A rising tide today, has been coordinated with tourist companies to Vietnam held in Mumbai on to develop bilateral trade, promote tourism in the second half 2007 and will host a business delegation to the market survey in 2011 The economic development in parallel with the growth of coffee consumption: - Economic: Mumbai is the commercial capital of India and entertainment, is home to many important financial institutions and the headquarters of many Indian companies, Mumbai contributes 10% of the employed in the factory, 40% income tax, customs duty 60%, 20% tax, 40% of foreign trade turnover tax and $ billion business in India Mumbai's economy has diversified into other professions Dynamic and modern city - The entertainment industry is also attracting a lot of work and significant contribution to economic Mumbai Most television stations and major satellite systems, the major publishers are based in Mumbai Center for the Hindi film industry - Bollywood, located in Mumbai with the studios and film makers - On the sea, Mumbai has one of the best natural harbors in the world, serving 50% of our customers and much of the country's water transportation of goods in India It is also an important base of Indian Navy Busiest seaports in Mumbaitại - Along with India, Mumbai-the commercial capital of India-there was a “boom” since the liberalization in 1991 Financial sector development by leaps and bounds since the 1990s along with other information technology services The middle class accounts for 34% of 20 million people in Mumbai, including businessmen, officers, young people have the knowledge and walks radical benefit of this economic “boom” and also force created consumer “boom” here - … And coffee consumption: the consumption of coffee increased growth in cities and economic development in developing countries like Mumbai, this rapid growth is partly due to the campaign strong statements are being conducted widely in developing countries and countries produce coffee drink turned into a necessity On the other hand, the penetration of European culture in the food and the studies on the benefits of coffee on health have contributed to increased demand for coffee in the developing countries More and more cafes are opened in these countries, especially in India, Colombia, El Salvador, Vietnam and elsewhere in the world In many places, coffee shops has become a place to relax and rest of all classes - Of course, Mumbai with all the features, the uniqueness of cultural identity as well as full convergence habits of Indians living along with the development of diversified economic “boom” in local is not out of the growth of the coffee market, has and will continue to be land for gold mining business in this area II Vietnam Coffee - Coffee Co., Dai Nguyen Overview of coffee in The World and India - Every day there are about 2.5 billion cups of coffee are consumed around the world, and coffee is also ranked fifth product in the world in terms of value sales The world coffee market is characterized by stable prices and production levels have a direct impact on producers' incomes and prices facing consumers - Currently, the world's 25 million coffee farmers, most of whom live in developing countries, coffee on a small scale The world coffee market has doubled in the period 2000 to 2010 Meanwhile, demand for coffee in the world increased by about 2% / year and the period from 2000 to 2010 - Coffee is grown and processed in many countries around the world, mainly the countries near the equator has a tropical climate such as Vietnam, Indonesia, India, Colombia, Brazil, Ethiopia Today, Brazil is Coffee producing countries with the largest proportion of 36% of total world production, followed by Vietnam with 14%, Colombia ranks third with 7% share, Indonesia and Ethiopia are two countries with the same ratio of 6% of total world coffee production Arabica coffee beans grown in Latin America, East Africa, the Arabian Peninsula or Asia Robusta coffee beans are grown in West and Central Africa, most of Southeast Asia and to some extent as Brazil - The world's coffee industry crop year 2010/2011 International Coffee Organisation (ICO) predicted global production of coffee crop year 2010/11 will reach 133 million bags, up 8.1% over the previous season Of the 10 countries of export coffee - accounted for 86% of the total global coffee crop year 2010/11, with eight national coffee production increased compared to the previous season: Brazil (up 21.9% - to reach 48.1 million bags), Vietnam (up 1.6% - to reach 18.5 million bags), Ethiopia (up 7.5% - meet 7:45 million bags), Mexico (up 4.8% reached 4.4 million bags), Guatemala (up 4.3% - How to reach million), Honduras (up 7.1% - reached 3.83 million bags) and Uganda (up 10.8% reached 3.1 million bags) 2011/12 coffee crop has started in some major exporting countries, including Brazil, Ecuador, Papua New Guinea In Brazil, although the 2011/12 season is the season of the cycle for Arabica coffee production is low, but total production is expected to reach 43 million bags - Indian Coffee Market: Prospects for Indian coffee crop year 2010/11 is not stable Rainfall in the growing regions is not uniform, some others where it rains like Tamil Nadu and Coorg rainfall has been quite low February temperatures and high Ba can affect Robusta coffee production in a certain degree, although heavy rain in January caused 12/2009 soil moisture enough to help offset the shortage of water in the coffee time flowering However, according to industry sources forecast coffee production over 2010/11 crop will be slightly lower than expected level of about 275,000 tons, of which 175,000 tonnes and 100,000 tonnes of Robusta coffee Arabica coffee Statistical data Production, Supply - Demand Indian coffee 2008/2009 2009/2010 Starting time season: October 2008 Starting time Starting time season: season: October 2009 October 2010 Data from Data from Old data New data USDA 2010/2011 Old data New data USDA US Old D data A New data Planted area (thousand ha) 394 394 394 395 395 395 396 Harvest area (thousand ha) 350 350 350 350 350 350 351 555 555 557 557 557 560 70 70 70 70 70 70 625 625 627 627 627 630 1.985 1.835 1.807 1.937 2.186 2.293 1.325 1.325 1.500 1.500 1.577 1.667 3.047 3.047 3.400 3.400 3.250 2.920 0 0 4.372 4.372 4.900 4.900 4.827 4.587 200 480 450 200 400 400 Whole bean roasted coffee imports (thousand bags) 0 0 0 Instant coffee (thousand bags) 0 0 0 Tree seeds (million trees) 555 Tree no seeds (million trees) 70 Total seed tree 625 The number of initial reserves (thousands 1.835 of bags) Arabica coffee production (thousand 1.325 bags) Robusta coffee production (thousand 3.050 bags) Other coffee production (thousand bags) Total production 4.375 0 (thousand bags) Coffee imports (thousand bags) 480 Total imports 480 200 480 450 Total supply 6.690 6.557 6.687 7.157 7.037 7.413 7.280 Coffee exports (thousand bags) 2.125 2.295 2.109 2.900 2.600 2.600 2.450 Whole bean roasted coffee exports (thousand bags)) 5 10 10 10 10 Instant coffee (thousand bags) 850 700 787 900 900 900 900 Total exports 2.980 3.000 2.901 3.810 3.510 3.510 3.360 Whole bean roasted 1.603 coffee is consumed in the country (thousand bags) 1.320 1.300 1.580 1.330 1.300 1.300 Instant coffee is consumed in the country (thousand bags) 300 300 300 320 320 Total domestic consumption (thousand bags) 1.903 1.620 1.600 1.900 1.650 1.610 1.620 The number of remaining reserves 1.807 1.937 2.186 1.447 1.877 2.293 2.300 The total volume 6.690 of distribution 6.557 6.687 7.157 7.037 7.413 7.280 Output capable of exporting 2.752 2.772 3.000 3.250 3.217 2.967 2.472 200 320 400 310 400 Vietnam coffee: - Vietnam is the newest member of the list ranking the nation's largest coffee producer in the world Participation in this market since 1990, Vietnam with 14% currently ranks second worldwide after Brazil in total coffee production and export is the country's largest Robusta coffee world By the end of 2010, coffee area was approximately 540 thousand ha, ranking fourth in the world, in Vietnam, coffee is one of three agricultural export strategy countries (accounting for approximately 15% of the total value Vietnam exports agricultural products) - In 2010, coffee exports of Vietnam reached more than 1.2 million tons with a value estimated at 1.85 billion USD, Vietnam's coffee was present in 75 countries around the world The importer of coffee in Vietnam is mainly Germany, Spain, Italy, Belgium, Poland, Korea, France, Britain and Japan, 10 countries account for over 70% of total exports of coffee Vietnam's coffee is also a source of many raw materials mainly coffee maker in the world, notably Nestle Group ', is one of the largest customer of Vietnam's coffee - With the strength of Robusta coffee production, and speeds up double-digit growth of the coffee products, coffee industry is expected to contribute $ billion in the export of Vietnam in 2011 Superior performance and quality of Dai Nguyen - Dai Nguyen is a corporation operating in the manufacturing and trading of coffee with the growing field of activity, production, prosessing, trading and exporting coffee Group was established in 1995, based in Buon Ma Thuot City - Great selection Originally the world's finest materials: Robusta coffee in Buon Ma Thuot Vietnam's most famous, is considered the finest in the world with a strong taste; coffee flavor to the original from the homeland of Ethiopia coffee; delicious Arabica beans fascinating land of Jamaica; known brand of coffee in the world export Brazil… - Within five years, from a small workshop in Buon Ma Thuot, Dai Nguyen has been in every country Dai Nguyen has built up a reputation and become familiar brand of coffee to consumers both at home and abroad In 2001, Dai Nguyen has been the nation and won the top position with a network of thousands of coffee shops Development Strategy - "Delivering the domestic market, conquered the world market", by moving from breadth to depth, investment and development industry franchise system in the country - Dai Nguyen will be representing the elite of Vietnam's coffee to the international market with statement: + Vietnam coffee is considered a philosophy for the future: to honor the creativity and development, towards harmony and sustainable development of mankind + Vietnam coffee is considered a new form of energy: energy for the brain, the blood of the knowledge economy + Vietnam's mission is to connect and develop coffee enthusiasts worldwide and provide new energy for the knowledge economy + Vietnam to focus all available resources, incentives to make every possible form and organization of coffee through the coffee into a multi-industry group leading the region and the world; to gain the admiration of the world community, pride and typical for the development of Vietnam through the development of creative strategies to serve the sustainable development of mankind - Dai Nguyen coffee products are exported to 43 countries around the world with major markets like USA, China, system development cafes and some up to 1,000 cafes and the presence of transfer international rights by the appearance of Dai Nguyen coffee shops in Japan, Singapore, Thailand, Cambodia, China, Ucarine, USA, Poland Coffee Great Resources in the U.S - Dai Nguyen is now further promote the implementation of the contract to seek market share to Dai Nguyen Coffee Conformity with coffee consumption trends of The World and India - Instant coffee market acceleration According to the British Coffee Association, in 2000, the share of coffee consumption accounts for 13% of the total consumption of coffee and after 10 years, the this number has exceeded 40%, coffee is still strong and accelerating threat proportion of products consumed coffee roasting tradition - According to the International Coffee Organization (ICO) coffee consumption in Vietnam grow 31% in 2010, reaching 1.583 million bags of coffee which accounts for 38.5% of total consumption, coffee roasters account for 61.5%, growth of coffee production increased 4.5% - Market Vietnam coffee growing in recent years, an average of 7.9% / year in the period 2003-2008 and is expected to keep a high growth rate of about 10.5% / year between 2008 -2013, according to a survey by market research firm Euromonitor Trends in selected specialty coffee and the coffee is certified origin - Consumers are forming new habits, and these habits contribute to new consumer trends + Consumers valued the "quality", "famous brands" and "sustainable products and origin." + Consumer products are certified environmentally friendly; + Good selection of brands and are responsible, avoid bad compan; III Product: "Instant coffee the G8" Vietnamese recipe and excellence: Dai Nguyen has created a special recipe of coffee in the world that is good material + high technologic + Eastern Recipes + new perspective on coffee, the unique features only in University Highlands By Dai Nguyen is the world's leading corporate technology transfer, environmental friendly … From Vietnam highlands - Material resources have been selected both Robusta and Arabica coffees, have a name in the world in volume, quality, flavor with a strong taste; coffee flavor from the original native land Ethiopia's coffee flavor; Arabica delicious fascinating land of Jamaica is considered the world's finest; - Modern technology and the only manufacturer in the G8 process is the ability to extract unique: just take the parts only in the finest coffee beans to each launched an instant coffee product with a distinctive flavor, dense and fascinating Công nghệ đại - Eastern Recipes is the blending of rare herbal materials, energy resources especially precious and special additives during roasting Thân thiện với môi trường … - Dai Nguyen has a new perspective on coffee, as it is not just a regular drink is a drink that for the brain, a source of creative energy for the future The main characteristics have been made on the difference for coffee "Instant coffee G8" but not a product that does instant coffee market has been Features: "Instant coffee G8" is considered rapid drink and fight sleepiness during work stress, giving the viewer a sense of taste, the smell of oil and fruits each client Select a variety: coffee market in India is competing strongly with other beverages: soft drinks; tea; energy drinks with added sugars, caffeine, taurine; drinks for athletes and sports - The strong competition of other drinks that coffee is no longer the first choice of many consumers - So Great Originally has "equipped" to "Instant coffee G8" to add more support to fight the competition in India, the oil is dark coffee G8 and more specifically block the scent of almonds , fruit, avocado oil, with acidity bar, fresh, clean your tongue - "Instant coffee G8" has four types of customer choice: black insoluble G8, G8 Instant coffeed in (black line), G8 Instant coffeed in (milk sugar) G8 fruit flavors Consumers of the product: In a place like Mumbai the economic “boom” when there is no time for the coffee cup filter coffee with your coffee dark and strong will help customers quickly get a cup of coffee delicious coffee and convenience Foreseeing this trend, the last in 2009, Great Originally released research and instant coffee products and exports to the developed countries and developing countries around the world The middle class is the object of the G8 customers The middle class accounts for 34% of 20 million people in Mumbai, including businessmen, officers, young and progressive knowledge is the main target consumers in this product IV Marketing Plan Market research and distribution systems: Identify competitors advantages and disadvantages: Its biggest rival, "Go anywhere on the Indian soil will also find a Café Coffee Day (CCD)" With strong growth and huge revenue, CCD has become a giant in the coffee business in India, competing with Starbucks in this fertile market Café Coffee Day - In India, when it comes to coffee, people will think of the VG Siddhartha - a humble man, almost reclusive Store chain Café Coffee Day (CCD) he was so popular in the suburbs of middle-class, combination of office buildings and airports in the country They say, "go anywhere on the Indian soil will also find a nearby restaurant CCD" - The CCD's trump card is the main source of cheap raw materials from plantations of his home While many international companies have to spend 12 Euro to buy roasted coffee beans, the CCD takes only Euro "Without any intermediary stages in the supply chain of our products," he said Siddhartha Starbucks coffee - For the other sword is worth the Seattle-Starbucks has signed an agreement with Tata Coffee (a member of the Tata Group of India) Exports to 54 countries, Tata Coffee will help Starbucks sourcing raw materials in India - Advantages: Coffee consumption in India is still relatively modest According to Arvind Singhal, chairman of retail consulting firm Gurgaon, India can open 5,000 more cafes in the next years - Difficulty: The rival companies have plans to open Starbucks agents in India later this year They will join the Barista (now owned by Italy's Lavazza), Gloria Jean's of Australia and the UK's Costa Coffee However, international competition also requires some adjustments - Must have all three factors: the size, quality and experience to beat rivals such as CCD and Starbucks Distribution channels to build brand reputation: To enter the Indian market, foreign investors will be more active form However, the joint venture will bring the following benefits for University Highlands: Indian partners available network distribution / marketing were recognized Indian partners available financial resources India Partners is available to establish relationships, to help build the business becomes smoother Giants in the value distribution - Through market research, the Group Dai Nguyen will sign a joint venture with Pantaloon Retail India Ltd - One of the largest retail company in India Accordingly, the joint venture will establish a system to store wholesale supplier to retail stores, factories and farms in India - Starting from a small garment enterprises established in 1987, Pantaloon Retail India Ltd each step in the retail market of India By the method of business organization daring but very unique, Kishore Biyani-the Group Managing Director, Pantaloon Retail India Ltd has helped to reach the leading position in the retail sector in India today, with a total some 18,000 employees in 450 stores and a range of over 30 cities in India Massive system of Pantaloon Retail India Retail - In addition to opening the cafe, Dai Nguyen would also owns 50 small shops and 1,000 coffee machines in 400 different companies Estimated that every day can reach 20,000 Indian customers - The difference of Pantaloon with other businesses in the stage of organization and management, Kishore Biyani of applying Western methods, but to take steps to exploit the market, he did comply with the customs of Indian people The creative application of Kishore Biyani has helped this brand Pantaloon quick access to customer source which is the Indian tradition, has been the model of modern management and effective - Dai Nguyen will joint venture with Pantaloon, we've got the contacts between leaders of both parties and agreed in principle the comprehensive cooperation of the two Group - The brand resonance between the two brands will promise many advantages for the coffee of the G8 University Nguyen penetrate deep into the Indian market Pricing strategy: - Dai Nguyen review the prices of the products are provided to ensure that it remains relevant to the realities of the Indian market Sometimes may need to reduce prices of products and services - Need to find that the profitability of a product or service that has no resemblance to the effort and resources spent to produce them By raising their prices, Dai Nguyen could lose some customers, but the rate of% remaining customers could generate a profit on every sale This is also the question with Dai Nguyen? - Sometimes need to change the terms and conditions of sale By stretching the price of Dai Nguyen in a few months or years, the group could sell more products Can sometimes coordinating products and services together to have the offer or special promotion Sometimes the two can be put into a small promotion that cost little money but that of Dai Nguyen price more attractive to customers - In business, true to its essence, whenever you see a resistance or frustration in any part of the sales or marketing activities, be prepared to review that section Be open to the possibility that the current pricing structure of the group may not be appropriate for the market in the same time Get ready to re-evaluate the need to maintain price competitiveness, survival and growth in a rapidly changing market such as India 3 Promote products: Experience available with our previous products with the Indian culture we have made many moves to advertise their products as: - In all mass media, press releases, articles on topical products and premium features Vietnamese and their effects Tổ chức kiện quảng cáo sản phẩm - We also have clubs for those who like to enjoy the coffee, and coffee G8 includes the site on how to enjoy the coffee table of every region Here everything has to exchange, exchange, more meaningful life for a better job - Besides, we also seek to charity basis by the combination of their products we are introducing to the public about products in addition to many other forms of charitable people to care and response - India is the development of information technology so we always used to advertise products and also selling online Sustainable Development: - Projected / 2012, when the product has a foothold in the market, Dai Nguyen will take steps to improve business lines locally by building the processing plant coffee with medium in suburban Mumbai, the area of 12 ha, with the line, modern equipment and technology in Europe, with capacity of 6,000 tons / year total investment of USD 10 million Coffee Factory - Revenues from the first phase of about 21 million USD / year From 2014 onwards, annual sales of USD 35.5 million The local budget from $ 1.7 million / year - Dai Nguyen will be able to combine raw materials locally to cater for plant production The region has the largest acreage includes Budan-Bala, Niligris and Shevaroys, these regions produce the best coffee - In the first year, the plant will use about 120 stable regular workers and 600 seasonal workers at the local numbers will continue to increase in coming years Under the plan, May / 2013 plants will be completely constructed and put into production  ... and coffee G8 includes the site on how to enjoy the coffee table of every region Here everything has to exchange, exchange, more meaningful life for a better job - Besides, we also seek to charity... coffee delicious coffee and convenience Foreseeing this trend, the last in 2009, Great Originally released research and instant coffee products and exports to the developed countries and developing... business, true to its essence, whenever you see a resistance or frustration in any part of the sales or marketing activities, be prepared to review that section Be open to the possibility that the