Luận văn thạc sĩ giải pháp hoàn thiện chiến lược maketing mix tại công ty nước khoáng lavie en

Luận Văn Tốt Nghiệp – IeMBA LUẬN VĂN THẠC SĨ GIẢI PHÁP HỒN THIỆN CHIẾN LƯỢC MAKETING MIX TẠI CƠNG TY NƯỚC KHOÁNG LAVIE Subject: MARKETING STRATEGY OF LA VIE CO (COMPLETE SOLUTION FOR DEVELOPING MARKETING MIX MINERAL WATER MARKET OF LAVIE LTD.) Luận Văn Tốt Nghiệp – IeMBA TABLE OF CONTENT INTRODUCTION Chapter I: The situation of the marketing mix activities for mineral water products of Lavie Ltd in the past I About Company Limited Lavie and the production of mineral water The process of formation and development of Lavie Ltd Functions and duties of the company 11 2.1 Function 11 2.2 Tasks: 12 II Environmental production and business activities 18 Business Environment 18 1.1 External environment 22 1.2 The internal environment: 24 The structure of the company 25 2.The reality of the lines, equipment and technology companies 27 The reality of the financial situation of the company 30 The labor situation of the company 31 Lavie mineral water customers 34 Competition 36 III Production and business results achieved by Lavie Co., Ltd 42 Mineral water supply situation and target market of plant 42 2.Business results achieved by Lavie Co 48 Luận Văn Tốt Nghiệp – IeMBA IV MIXED REALITY MARKETING ACTIVITIES FOR PRODUCTS CO 50 Lavie Product Policy 50 Pice policy 52 2.1.Policy objective of price 53 2.2.Factors affecting the price 53 Advertisement 54 3.1 Sales promotion (sales promotion) 56 3.2 Direct Sales 60 3.3 Public relations activities 61 A number of marketing activities he drank to the marketing mix strategy 62 for mineral water products Co., Ltd Lavie Evaluation of marketing activities for the product mixture of mineral water 63 Co Lavie Chapter III: A number of measures to improve the marketing mix activities for 64 mineral water products Co., Ltd Lavie I The goal of the development of the marketing mix 64 The overall objective marketing 64 Objectives for the marketing mix activities 65 II System solutions in order to improve the marketing mix for product 66 Mineral Water Company Limited Lavie Capacity building for marketing Lavie Co 66 Complete marketing system for mineral water product mixture Lavie 67 Luận Văn Tốt Nghiệp – IeMBA 2.1 Program planning organizations marketing mix activities 67 2.2 Predict response response: 68 2.3 Designed for marketing messages mixed 68 2.4 Decide the scope, frequency and intensity effects 69 2.5 The complete system solutions marketing mix for Lavie mineral water 70 through its tools 2.5.1 Advertisement 70 2.5.2 Sales promotion activities 71 2.5.3 Direct Sales 72 2.5.4 Public relations activities 72 III The other solution 73 Development of management information systems, marketing information 73 Coordinate the policies of the marketing-mix 74 2.1 Coordinate with product policy 74 2.2 Coordinate with the pricing policies: 75 2.3 Coordinate with distribution policy 75 Conclusion: 76 List of tables , figures, graph Table 1.: Summary of revenue and profit Table 2.: Growth rate of GDP in the period 2002-2011 Table 3.: GDP per capita in 2002-2011 Table : Vietnam population data Luận Văn Tốt Nghiệp – IeMBA Table 5: Age structure of the population, 2009 Figure Organization Chart Company La Vie Chart 1.: Revenue growth and profit Figure 2: The growth rate of GDP of Vietnam during the period 2002 - 2011 Graph 1: GDP per capita in 2002-2011 Chart 2: The McKinsey 7S model Table 6: Matrix of external factors affecting EFE Table 7: competitive comparison matrix (CPM) Luận Văn Tốt Nghiệp – IeMBA INTRODUCTION Chapter I: The situation of the marketing mix activities for mineral water products of Lavie Ltd in the past I About Company Limited Lavie and the production of mineral water The process of formation and development of Lavie Ltd Functions and duties of the company 2.1 Function 2.2 Tasks: II Environmental production and business activities Luận Văn Tốt Nghiệp – IeMBA Business Environment 1.1 External environment 1.2 The internal environment: * The structure of the company 2.The reality of the lines, equipment and technology companies The reality of the financial situation of the company The labor situation of the company Lavie mineral water customers Competition III Production and business results achieved by Lavie Co., Ltd Mineral water supply situation and target market of plant 2.Business results achieved by Lavie Co IV Food state mixed Marketing operations for the company's mineral products Lavie Ltd Luận Văn Tốt Nghiệp – IeMBA Product Policy Price policy 2.1.Policy objective of price 2.2.Factors affecting the price Advertisement 3.1 Sales promotion (sales promotion) 3.2 Direct Sales 3.3 Public relations activities A number of marketing activities he drank to the marketing mix strategy for mineral water products Co., Ltd Lavie Evaluation of marketing activities for the product mixture of mineral water Co Lavie Chapter III: A number of measures to improve the marketing mix activities for mineral water products Co., Ltd Lavie Luận Văn Tốt Nghiệp – IeMBA I The goal of the development of the marketing mix The overall objective marketing Objectives for the marketing mix activities II System solutions in order to improve the marketing mix for product Mineral Water Company Limited Lavie Capacity building for marketing Lavie Co Complete marketing system for mineral water product mixture Lavie 2.1 Program planning organizations marketing mix activities 2.2 Predict response response: 2.3 Designed for marketing messages mixed 2.4 Decide the scope, frequency and intensity effects 2.5 The complete system solutions marketing mix for Lavie mineral water through its tools 2.5.1 Advertisement Luận Văn Tốt Nghiệp – IeMBA 2.5.2 Sales promotion activities 2.5.3 Direct Sales 2.5.4 Public relations activities III The other solution Development of management information systems, marketing information Coordinate the policies of the marketing-mix 2.1 Coordinate with product policy 2.2 Coordinate with the pricing policies: 2.3 Coordinate with distribution policy Conclusion: REFERENCE Luận Văn Tốt Nghiệp – IeMBA Lavie's sales force is the have plugged expertise, communication skills, have extensive relationships as well as knowledgeable about the market situation.This is an important force in creating customers for Lavie.Given the importance of this force should plant a lot of attention from the recruitment and training practices Remuneration for this force is also guaranteed In addition to the fixed salary, the sales staff will get from 3.5 to 10% of its sales in the month depending on the area The average income of this force is 2.5 million / month The arrangement of forces is as follows: each county in the Hanoi area 2-4 worker his market area, daily work reports the results of its board of directors For individual provinces, each province also arranged to employees in charge of the market Due to the remote location of this staff report once a week to the board of directors The mission of the staff is to meet and take care of daily customers, collect market information necessary 3.3.Public relations activities Public relations is considered to be one of the activities Lavie mineral water company pays special attention.Lavie mineral water product image and position as today is going to be any "good" relations with the departments at the central and local levels.Through this relationship Lavie can put your image on a new position Lavie also annual contribution for public activities such as: support for victims of natural disasters, the blind, people with mental disabilities have overcome difficulties In addition, the annual Lavie organizes and sponsors the opportunity community members (mainly engaged in successful people) More particularly important, as mentioned above, Lavie has access to important places such as: Office of Government; Office of the President; ministries; People's Luận Văn Tốt Nghiệp – IeMBA Committees of provinces and cities; conferences of the State Government Through these activities Lavie mineral water will be promoted more widely to consumers, which confirmed the quality and reputation of their brands.Also through these activities that create Lavie image in the minds of consumers A number of marketing activities affect the marketing mix strategy for Lavie mineral water products CO., LTD Lavie Currently Lavie mineral water companies are performing and establish a program, your marketing plan as the design of new products, size of bottles, empty barrels, mode of transportation of goods from Customs - Pacific to Points competition, warehousing, storage methods The company also has established the promotion and the promotion under the direction of the chief executive, set up a direct sales team of 50 people.The work plan is being carried out On this occasion Lavie has designed a number of programs on media advertising such as: Thailand's hired experts to design a program on television advertising, from staging design message, image collection In addition, marine design, advertising using ozone at the competition this occasion Lavie will conduct a special mixed promotion.So now all that preparation and is being carried out for completed ago period Seagame a month 6.Evaluation of marketing activities for the product mixture Lavie mineral water CO Lavie In general, for a product like Lavie mineral water was introduced into the market less than five years but which has a prestigious position in the market.It was a big success of the company Sana Have been the success that the management company has a reasonable business strategy, to capture the needs of the market Especially companies that use maketing theory into business practice Programs and strategies from product policy, pricing, distribution, promotion policy especially mixture to Luận Văn Tốt Nghiệp – IeMBA the marketing plan are construction company and carried out very efficiently However, it should consider the following issues - The first is the ad: Lavie mineral water company activities associated with the operation of funding for major sports, tennis courts, swimming pools and resorts.Also present Lavie no other advertising programs in the press, radio, and television - Second, the sales promotion activities: promotion activities sell mineral products Lavie too dense in the Hanoi area, Average January times and lasted for almost two weeks.For small-town promotion, months, times Because the frequency is so thick so that the preparatory work for the promotion always overlap On the other hand this program is not specifically for consumers and in particular it does not see research carried out at any time, effective Therefore, always be the competitors hit the "ribs" There have been a number of times Lavie launched promotional programs on the occasion Lavie is "fire", this made Lavie lost some of its market share, except that there are some loyal Lavie On the other hand, the stage manager in the promotion and sale stages in the promotion and sale management is not really tight.Because of the promotion period secondary agents, retailers and especially consumers often receive fewer gifts, rewards of the manufacturer which they should be entitled to In addition, a number of registered dealers and stores large number of goods in the promotion period, to then consume all affect the quality of the product, causing waste, capital accumulation, photos affect the Company's business Thirdly, although the Hanoi branch has its own marketing department but the program and marketing plan is given depends greatly on the decisions of the directors of the Company.So should those decisions sometimes subjective nature of a person, not a group Luận Văn Tốt Nghiệp – IeMBA - Fourth, the budget for communication activities of the plant is only based on a percentage of sales is expected.The basis for this choice is the relationship between revenue and the cost spent for sales promotion activities Found that when companies invest in sales promotion activities, of Lavie increased significantly.Also competitive balance method, the method based on the target-task, Lavie unknown Chapter III SOME SOLUTIONS TO FINISHING THE COMBINATION MARKETING ACTIVITIES FOR MINERAL WATER PRODUCTS COMPANY Lavie Lavie Ltd I.OBJECTIVE OF THE MARKETING SYSTEM DEVELOPMENT MIXED 1.The overall objective marketing - Steady growth, enhance sales - Expand and market domination of southern and rural areas, improve market share - Enhanced ability to compete with other carriers as Lavie, Thach Bich, Aquafela, Laska - Use the intermediate distributors to enhance market coverage strategy to compete with other firms - Serving the current market with the highest efficiency, maximize competitive advantage - Locate the image of the company in the market, take advantage of customers, improve brand reputation by providing the best quality products, most reasonable prices and the most comprehensive service Objectives for the marketing mix activities Luận Văn Tốt Nghiệp – IeMBA To be able to correctly identify the target and the position of the promotion activities in accordance with the Company's business strategy needs to be based on a number of the following elements: - Based on the objectives of the Company's overall business objectives often change from year to year, so when conducting promotional activities must always consider it in relation to these objectives to avoid confusion in the implementation - Based on the specific business goals, these goals is reflected from the overall business goals for the different market, different times of the year - Based on an analysis of business results monthly and quarterly to determine the appropriate target - This objective must be determined on the type of target customers that the company has chosen as well as information about their company At the same time the goal of promotion activities must be based on the stage of the product life cycle: For new products, objective information to the customer is very important for the product in the early stages development, the objective is to increase sales promotion market From these orientations and objectives for the promotion activities in the near future are: + To encourage customers to try the product Lavie mineral water + Remind existing customers on Lavie's willingness to meet as well as the benefits they receive when purchasing products of the Company + Inform and convince potential customers of the Company's presence in the market, ready to meet all the requirements and interests of the customers who use the Company's products + Support for other activities in the marketing mix of the company Luận Văn Tốt Nghiệp – IeMBA II.SOLUTIONS TO FINISHING SYSTEM COMBINATION MARKETING FOR MINERAL WATER PRODUCTS COMPANY Lavie Lavie Ltd 1.Improve the company's marketing capabilities Marketing is a science still very much new in Vietnam, in fact many people not know much about it However the success of the company all over the world, it has proven itself for the need to apply business marketing in the market mechanism Status of the company's current business activities Lavie see but it is also known to apply marketing theory into business practice.But those who really understand it was not a lot, so it needs to be capacity building Lavie marketing is improving marketing argument for the employees in the company.Actually operating activities director was the direction the business plan and the marketing department staff and operations are carried out and report back the results Therefore it is necessary to take the proper functioning of the marketing department of it They will be the heart of central planning in marketing information system management, control and check the operation of the marketing mix, as well as strategic marketing department Doing this will fix my opinion, the single, not the system and deal in the Company's marketing activities, contribute to improving business efficiency for the whole company Complete marketing system for mineral water product mixture Lavie 2.1.Program planning organizations marketing mix activities The determination of the correct public believe it will determine the range of issues such as: Selection tool and means of building the budget, deciding what to say, say how, say who and where it is , the decisions that will greatly affect the performance gain promotion program Therefore need to identify them correctly Currently we receive is very diverse, so we need to plan to select each object to take measures to that effect The majority of the market will make promotion activities Luận Văn Tốt Nghiệp – IeMBA promoting difficult due to the uneven intellectual, different level of understanding, different population structure, psychology and different consumers, the dispersed customers All these things will reduce the effectiveness of communication Identify the public receive information related to the operating segments and target market selection The good market segmentation will help companies choose the right market and target customers are the objects on the market For Lavie mineral water products mainly target customers are high-income class, stable careers, units, organizations, businesses, restaurants, hotels, schools, hospitals, points tourism, sports Correctly identify the target public to measure the impact, efficiency, avoid missing customer in promotion activities and the promotion to customers that fall into the hands of competitors.Determining the public believe it will determine the tools and means of implementation 2.2.Predict response response: Companies should anticipate the response reaction of target customers at any level to make plans to meet those changes Reaction response is that businesses are now very interested This problem Lavie firms have not really paid attention to.So need to take measures to infer response to predict the response to how to overcome the adverse reactions and exploit the beneficial response for the business process The conduct of response predicted response based on customer behavior, and the behavior will greatly affect sales and profits.To make accurate predictions, the company should appoint experienced people in charge of this area for monitoring If you this, the promotion activities in promoting efficiency will be enhanced, contributing to the Company's business results 2.3 Designed for marketing messages mixed Luận Văn Tốt Nghiệp – IeMBA Messages for promotion activities and the promotion must agree on the content, form and texture.Messages must so clearly the role of health for every human being, the benefits of using the product Lavie mineral water for health, to compare the features of the product, the price of the product products must be raised and place of sale and to reassure customers about the information they provide.These are the criteria needed to conduct design effective communication messages Message transmission to the idea, of the mainstream media, but that message should be concise, remember roots, easy to understand When designing a message to the active tool should pay attention to the following characteristics: Message: Be concise, brief, easy to understand, easy to remember, easy to listen to, there should be emphasis on the element of interest, taking health products, prices and promises announced -Wishing messages: With the message content so it is necessary to set how the message structure with logical and reasonable to increase the awareness, appeal to lead the customer psychology - Type of message: This is a very important issue, in addition to the content and structure, the form must be designed to attract the attention of the audience Forms to the attention of the visual (color), auditory attention, so to design more exciting, novel contrast At the same time there must be harmony between the lines and illustrations, depending on the media to present the appropriate form, not machinery, confined 2.4.Decide the scope, frequency and intensity effects Need to determine the scope, frequency, intensity effects before deciding to choose the tools and means of implementation Before deciding to choose the tools and means of implementation Before deciding to tool selection, the decision of the scope must be passed Each vehicle has its own scope, but also the means of Luận Văn Tốt Nghiệp – IeMBA overlapping scope of activities therefore need to research before making a decision means used to reduce unnecessary duplication The scope is understood as the number of different animals with specific promotion activities on a specific medium, at least once in a given period Perform frequency which is the number of messages with the purpose to make customers exposure to the message as much as possible in a given time, to bring targeted customers to a higher state of readiness purchase The determination of the frequency of implementation is difficult, and it depends on the objectives, costs and psychological characteristics of target customers Done with high or low frequency, the effect of the promotion mix is achieved and with a frequency of how much is enough, this requires the cooperation of psychological researchers Decisions about the scope and frequency of the promotion activities and the promotion based on the objectives define the content, form and nature of the operation, on the other marketing elements relevant to the situation particular, at the time of the operation These are the most common problems need to define carefully before deciding to choose the tools and means of implementation 2.5.The complete system solutions marketing mix for Lavie mineral water through its tools 2.5.1.Advertisement Due to the public nature of the ad viewers choice is not high, wide dynamic range, exposure levels deep, good impact strength it will create an effective barrier Advertising is a tool used by companies, especially advertising on television, radio, magazines, golf Luận Văn Tốt Nghiệp – IeMBA For Lavie mineral water company advertising activities only through financing activities.As for the advertising activities through television, newspapers only happened a few times in the new MAM bring products to market Lavie products are in the early stages of the development process of the product life cycle process.Therefore, the conduct of the campaign is very need effective thietva In fact, this activity is not really taken seriously, knowing that the budget for this activity is not small But advertising investment is a long term investment that can open a lot more customers, enhance and maintain the reputation of the brands on the market If this activity is to pay due attention will surely bring success to the company 2.5.2.Sales promotion activities Sales promotion is one of its activities Lavie used a lot in recent times and it's really effective.However, sales promotion system Lavie also need to consider the following issues: - Frequency of sales promotion activities Lavie place average January times and lasted for almost weeks for the Hanoi area.As other provinces happened times in months and lasted for two weeks Promotion and sale is too dense to make this activity overlaps other activities.Because it is happening too often so it was not announced in advance to the consumer Unlike some other manufacturers as Lavie example, every year they held promotion from to times.The information on this program was announced to the tank shell Due to be carried out with such frequency Lavie should have time to prepare yourself for the sales promotion planning, determine their promotional program, the frequency as well as the budget for it For Lavie Operating as such should not timely identified above criteria make high budget for this operation does not obtain the desired results Luận Văn Tốt Nghiệp – IeMBA - On stage manager sales promotion activities: A number of issues arise in the course of promoting the sale of stores, dealers, especially consumers often get less or did not receive the gift of which they should be received This happens due to the steal of the upper level Thus Lavie should appoint one person in charge of the inspection and monitoring.At the same time, to give sanction for the agents try to eat less On the other hand this work is widely well need to inform consumers about their promotions Since then the plant will have ideas information provided hoicua the consumers on this issue 2.5.3.Direct Sales This is the most effective approach to potential customers, customers are organizing the event, the sport And this is the client needs little change, high fidelity volume great buy The offers for the customers can be carried out according to the following steps: - Step 1: Perform a search and screening of potential customers through sources such as: existing customers telephone directories, local taxes - Step 2: Gather preliminary information about potential customers have selected as type of business, the decision to buy, what are their needs? - Step 3: Conduct direct contact such as brochures about the company, the company, the benefits brought to them - Step 4: Handling objections The object is of course in the process of contact with customers.That may object to the price, product quality, annoying or no reason at all The problem now for how company employees are fully aware of the objections to customers from including the appropriate response - Step 5: Finish the offers Luận Văn Tốt Nghiệp – IeMBA Need to select the end of the reasonable this depends greatly on the ability and experience of the staff.Often the salesperson or difficulty in this step - Step 6: Monitor and maintain After offers employees must complete the procedures in order, their offers, the exchange and shall classify customers as a basis for the next exposure 2.5.4.Public relations activities This is a tool that has a very important role, it creates an atmosphere favorable product.According to the study, most customers before deciding to buy the product they are looking for information from friends, colleagues, own experience as well as the popularity of the brand Therefore, public relations is very good catalyst for an increase in media relations as well as open up new relationships Public relations play such an important role on the spending budget for this great work For Lavie mineral water company public relations activities are a very important role in creating prestige brand products Lavie.During the plant should continue to develop its relationship to promote products, improve production efficiency III.OTHER SOLUTIONS 1.Development of management information systems, marketing information Communication is necessary relationship between inside and outside the factory, though so important, but it's still a cause mistakes and inefficiencies learn selection and evaluation of activities channel.Lack of proper information is the first cause leading to mistakes and inefficient to examine and evaluate the promotion mix Lack of proper information is the first cause can lead to mistakes and create an atmosphere of dissatisfaction for both customers and employees of the Company The development of management information systems and marketing information systems management will help organizations better internal information Luận Văn Tốt Nghiệp – IeMBA systems, maintaining the flow of accurate information to intermediaries and customers Coordinate the policies of the marketing-mix 2.1.Coordinate with product policy On the actual promotion of mixed and what plants are present for the product is very effective, if there is policy coordination with product promotion and the promotion policy, convinced that cost-effectiveness business of the company will be even greater In the promotion mix we always confirm product like this or that, but when the product is in the hands of customers, it is too far away from what has been said, the response of the customer as How So what say, offering activities such as the promotion mix should only say what the product Ensure and maintain the quality of the product will ensure long-term business reputation Currently businesses are businesses in the modern competitive environment, the product outward appearance does not vary much, the quality of the product, the reputation of the brand is the competitive factors weak With a view of customer service is above all, the company should follow the motto of correct: (1) time, (2) the right price, (3) the right quality, (4) the right places The promotion for the product is a mixture of art but not magic, illusion, false say about the product.Customers only recognize quality when they actually used the product, and the information they collect does not reflect all the characteristics that product The agreed customer code is especially important According to calculations satisfied, they will recommend for ten people, a person is not satisfied, they will tell a hundred So, we have the satisfaction through quality products On the other hand the results of the customer research before deciding to buy the product for use, they most seek information from friends and colleagues, personal experience as well as well-known brands on the market Luận Văn Tốt Nghiệp – IeMBA Therefore promotion mix to go along with quality products, avoid the magic or promotion does not reflect what the product 2.2.Coordinate with the pricing policies: This is a policy that touches the immediate benefit of the customer.An optimal price policy must ensure that the target customers can afford Pricing policy is a very difficult operation, it does not only touch the interests of customers, but also a huge impact on sales and profitability of the Company Promotion activities and the promotion requires costs and the cost of which ultimately included in the selling price of the product Currently consumers are afraid of the phenomenon of charge prices that are too high compared to the actual price of the product, most of them thought that mixed promotion activities need to be assembled with the concentration pricing policies So mixed promotion activities need to add prices to consumers can buy products with the right price Good product quality, mixed conducting promotion activities will create an efficient optimal pricing is within reach of the business 2.3 Coordinate with distribution policy Policy implementation is widely distributed company wanted to be If active distribution policy effective, quick promotion activities will be promoted and made possible through the intermediary distribution Channel system activity Lavie today is short, not long, mainly in areas where development.Elsewhere no or little product the customer does not know our product they are buying is understandable, this makes over the loss of production and sales of competitors is significant Channel system to operate effectively whether to open a few agents in the area, or for higher discounts for intermediaries operating in the area, we may not be profitable or less to keep the market to develop in the future All IEC v that would be slime in channel activity.The discount will make the intermediate product to give Luận Văn Tốt Nghiệp – IeMBA business competitors and business focus of plant products.Intermediaries they usually not care what the product is, what they are interested in a product to sell more profitable Made that our products will everywhere, "surrounded" customer when the customer demand for such products In summary hardly a separate policy activities to bring about efficiency, so there should be coordination between policies promoting promote the policies of the marketing-mix system to operate business of the company become more efficient ... marketing mix for product 66 Mineral Water Company Limited Lavie Capacity building for marketing Lavie Co 66 Complete marketing system for mineral water product mixture Lavie 67 Luận Văn Tốt Nghiệp... situation and target market of plant 42 2.Business results achieved by Lavie Co 48 Luận Văn Tốt Nghiệp – IeMBA IV MIXED REALITY MARKETING ACTIVITIES FOR PRODUCTS CO 50 Lavie Product Policy 50 Pice policy... measures to improve the marketing mix activities for mineral water products Co., Ltd Lavie Luận Văn Tốt Nghiệp – IeMBA I The goal of the development of the marketing mix The overall objective marketing