3.3. Explain how prices are set to reflect an organisation’s objectives and market conditions 3.4. Illustrate how promotional activity is integrated to achieve marketing objectives 3.5. Analyse the additional elements of the extended marketing mix 4.1. Plan marketing mixes for two different segments in consumer markets 4.2. Illustrate differences in marketing products and services to businesses rather than consumers 4.3. Show how and why international marketing differs from domestic marketing.
prBANKING ACADEMY, HANOI BTEC HND IN BUSINESS (ACCOUNTING) ASSIGNMENT COVER SHEET NAME OF STUDENT UNIT TITLE ASSIGNMENT TITLE ASSIGNMENT NO NAME OF ASSESSOR SUBMISSION DEADLINE Unit 4: Marketing Principles Anka - Marketing Mix of (Group Assignment) Martin Ortega-Azurduy To be advised We, hereby confirm that this assignment is my own work and not copied or plagiarised from any source I have referenced the sources from which information is obtained by me for this assignment Signature Student ID _ Date Name SO7: MKT A1/1 QCF June 2014 FOR OFFICIAL USE (Course Administrator) Assignment Received By: Date: Unit Outcomes Internal Outcome Evidence for the Feedback Assessor’s decision Verifica criteria tion First Re- attempt work Understand the individual elements of Explain how products are developed to sustain the competitive extended advantage 3.1 marketing mix Explain how 3.2 distribution is LO3 arranged to provide customer convenience SO7: MKT A1/1 QCF June 2014 Internal Outcome Evidence for the Feedback Assessor’s decision Verifica criteria tion Explain how prices are set to reflect an organisation’s 3.3 objectives and market conditions Illustrate how promotional activity is integrated to 3.4 achieve marketing objectives Analyse the additional elements of the 3.5 extended marketing mix Be able to use the Plan marketing marketing mixes for two mix in different different segments in contexts consumer 4.1 markets LO4 Illustrate 4.2 differences in marketing products and services to businesses rather than consumers SO7: MKT A1/1 QCF June 2014 Internal Outcome Evidence for the Feedback Assessor’s decision Verifica criteria tion Show how and why international marketing differs 4.3 from domestic marketing Merit grades awarded M1 M2 M3 Distinction grades awarded D1 D2 D3 SO7: MKT A1/1 QCF June 2014 Internal Outcome Evidence for the Feedback Assessor’s decision Verifica criteria tion Group Assignment Well-structured Not Well-structured Reference is: done properly is not done properly should be done (if any) Overall, you’ve: passed: all outcomes 3.1 / 3.2 / 3.3 / 3.4 / 3.5 / 4.1 / 4.2 / 4.3 referral: all outcomes 3.1 / 3.2 / 3.3 / 3.4 / 3.5 / 4.1 / 4.2 / 4.3 Areas for improvement: DATE ASSESSOR SIGNATURE / / NAME: (Oral feedback was also provided) STUDENT SIGNATURE SO7: MKT A1/1 QCF June 2014 DATE / / Internal Outcome Evidence for the Feedback Assessor’s decision Verifica criteria tion NAME : FOR INTERNAL USE ONLY VERIFIED DATE YES NO : VERIFIED BY : NAME : SO7: MKT A1/1 QCF June 2014 MARKETING PRICIPLES Prepared for: Lecturer: Martin Ortega-Azurduy Assignment 1: Anka - Marketing Mix Banking Academy, Hanoi Prepared by: Lê Phương Mai – Gina Nguyễn Thanh Ngọc - Julie Registration No.: ITP F08-047, F08-055 Table of Contents I Introduction .9 II Body SO7: MKT A1/1 QCF June 2014 3.1 Explain how products are developed to sustain competitive advantage .10 3.1.1 Product life cycle .10 3.1.2 New product development .11 3.1.3 Relation between PLC & NPD: 12 3.2 Explain how distribution is arranged to provide customer convenience 13 3.3 Explain how price are set to reflect an organization’s objectives and market condition 15 3.4 Illustrate how promotional activity is integrated to achieve marketing objective.16 3.5 Analyse the additional elements of the extended marketing mix 16 4.1 Plan marketing mixes for two different segments in consumer markets for Anka milk 18 4.2 Illustrate differences in marketing products and services to businesses rather than consumers 20 4.3 Show how and why international marketing differs from domestic marketing 23 III Conclusion 28 I Introduction ANOVA is a joint-venture company ANOVA is official on stream in 2003 This company makes high quality products to meet the demands of ranch and aquaculture Recently, ANOVA is the prime manufacturer in Veterinary Medical Technology and maritime products Besides, ANOVA standard is recognized by WHO- World Health Organization (Anova, n.d) SO7: MKT A1/1 QCF June 2014 II Body 3.1 Explain how products are developed to sustain competitive advantage 3.1.1 Product life cycle Chart 1: Product life cycle (Deonbotha, n,d) The product life cycle is the cycle that every product in every business has to go through So does ANKA in ANOVA, it has been through stages Introduction: When ANKA has not yet been popular in market, the turn-over is still low All the effort of ANOVA in this period is to concentrate on the development of distribution Growth: In this stage, Anka has become more popular and it will gain more profit from selling However, there are big competitors in the market such as Vinamilk, TH True Milk, IDP,…Anova usually concentrates on augmenting the emersion of ANKA SO7: MKT A1/1 QCF June 2014 Vietnam is growing up every day Therefore, the demand of customer about product will be higher and higher To fulfill customer’s needs and wants, Anova needs to develop product’s quality Maturity: The trend of turn-over at this stage is stable or maybe decrease because of the saturation of milk market This phase is almost reach to the peak of product life cycle This is also the stage that the company start thinking about new product or change a different packaging to impress customer and enhance the professional image In this time, the turnover and profits will sharply reduce To improve this situation, ANOVA can introduce new product or sell it to others market place This is the last phase of product life cycle To extent its life, Anova can create new product to the replace the former product which is no longer popular in dairy market The new product basically has the same function like the old one but be developed into a new generation It will achieve better quality and more attractive design 3.1.2 New product development New Product development process Idea generation and screening: Once ANOVA has its position in the market, ANKA will also be popular to the customers To maintain its brand, ANOVA must create new product By SO7: MKT A1/1 QCF June 2014 10 3.1.3 Relation between PLC & NPD: Every product will have a life cycle At different life cycle stage, product requires different strategies At the introduction phase, Anova create product that just a basic product The profit may be really low or negative, the costumer’s feedback will also very little When Anka reaches to the growth phase, product strategy will be more diverse The sales volume will increase This create opportunities for Anova to offer product extensions, create new customer services that listen to customer’s opinions and bring out new campaign, new project to ensure customer’s rights and warranty At maturity, the profit will go down Anova needs to diversify their brand and models to attract customer, make some features changes for Anka Finally, the decline is the period that product going to an end Therefore, the profit will sharply reduce This is the time that Anova needs to phase out weak items, design new product that meets customer’s requirements Anka will develop but it can avoid from being declined in the market To satisfy customer’s needs and wants, the company will need to develop their product or introduce a new product into milk market This action will keep Anova’s position still stable in market and show that Anova has lots of choice for customer If Anova wants to create successful new product (Anova gold), they have to understand customer’s requirements, milk market and other competitors Moreover, they need to develop Anova gold that deliver superior value to customers Anova has to careful calculate all the problems that might occur such as the difficulty in distribution, the small sales volume at the very first start, the reaction of customer or their competitors’ action SO7: MKT A1/1 QCF June 2014 12 3.2 Explain how distribution is arranged to provide customer convenience Supplier (Kerrygroup) a Supplier Factory (KerryGroup) Distributor Customer Nova group has invested over US$50 million in developing modern dairy cattle farms and product distribution systems in Ireland Kerry group in Ireland and Nova will focus on developing a system for tracing product origins – from raw materials to final product — to ensure their best quality and the safety of children (Scenario, 2015) b Factory (Manufacture) Anka Milk products will ensure international standards like FDA and Codex, produced under the control of European standards Anka milk has made market research to find the most suitable nutritional ingredients for Vietnamese children Then the nutritionists of Kerry group create new product based on information they get In addition the product is researched and designed in accordance with the nutritional needs of children in Vietnam The nutritionist Kerry was based on information about child nutrition Vietnam Nutrition Institute to create products that meet international standards and suitable for the child's state of Vietnam All ingredients are fress milk, which are produced entirely in Europe and tranfer the finished products to Vietnam (vnexpress, 2014) Therefore, Anova will ensure their best products quality and the safety of children while using their products c Distributor The most common way of distributing is to provide products to big retailers such as: Big C, Metro Anka needs to make contract with these retailers to keep shelves to place the products Moreover, Anka milk should be placed in the position which easy to see and easy to reach, put among others milk products In addition, convience stores such as Shop & Go, K-store are places where people usually buy products Anka milk should build their own retail stores which can provide safe and qualified products to customers The store’s facility must built with the modern design and special interior materials, as well as the upgraded methods in preserving the best products Milk is not only preserved carefully under the best conditions but also SO7: MKT A1/1 QCF June 2014 13 placed neatly on the shelf which is convenient for consumers to find their wanted goods Having their own store, customers can be able to choose product easier instead of finding among many different products in the supermarket Moreover, these stores have to be opened in many parts of Vietnam In big cities like Hanoi and Ho Chi Minh City, Anka’s stores should be in situated to 10 stores in many crowded streets where it can attract people and people can find it easily However, in countryside, Anka should provide products to the convenience stores instead of building their own stores because the people’s demands are less than those in the cities Anka should invest to build a website to sell products online to distribute products widely to many part of Vietnam and to the end-users This is a way of distributing products directly To this method effectively, Anka must have staffs to receive orders and staffs to deliver products to customers on time Related to geographical distribution, Anka must arrange product system suitably In big cities, Anka must distribute large quantities of products not only to big supermarkets but also convenience stores Otherwise, in other parts, anka should provide smaller quantities of milk products d Customer Anka milk is formula milk which is used by children from – years old Children have not had consciousness yet, so parents will decide what to buy for their children Anka needs to focus on promoting their products to parents, especially mothers 3.3 Explain how price are set to reflect an organization’s objectives and market condition Market objective 1: Market objective 2: Grow sales volume unit by 7% in Increase brand recognition by 25% in P/S 1: 2016 -One Anka milk product weight 2016 -Once Anka milk weight 900g should Psychologica 900g should be 329.000 VND be 438.000 VND l Pricing - This price seems to be cheaper -This reasonable price includes good but ANOVA still gets profit from quality can make customer remember the product Customer will buy to Anka It will help to enlarge ANKA more, by doing that, the Anova’s brand and spread its image sales volume of ANOVA will P/S 2: increase - For example, Physiolac 3ER is SO7: MKT A1/1 QCF June 2014 -The price will be 20% from other 14 Competitive 389.000VND, Celia Expert is competitors’ products Pricing 410.000VND, Cumart Bio is To make a difference, the quality will 665.000VND be the main factor Anka is the The price 329.000VND for product that is local brand but made it Anka is suitable It is cheaper Europe than other competitors but quality Anka will be the product that have still remain This is an advantage foreign quality but only with local of competitive pricing Customer price will find Anka is cheaper but they This pricing strategy will be the still get benefits from it like other factor that decide Anova position in products They will be willing to dairy market pay for it 3.4 Illustrate how promotional activity is integrated to achieve marketing objectives Marketing Objective 1: Marketing Objective 2: Grow sales volume unit by 7% in Increase brand recognition 25% by in Endorsemen 2016 2016 Anova can hire Thu Minh- a singer Anka Milk can hire celebrities such as t who is pregnant to be Anka’s Tang Thanh Ha or Ho Ngoc Ha to representative She will talk about promote for their brand Both of them the experience of herself when have children and they are reputation using Anka milk products and prestige with Vietnamese people Therefore, if they promote for Anka milk, many people will recognize Direct mail Anka must have a system to send anka milk and try to use products The detailed commercial and Anka’s mail about Anka products to characteristics and the trend of people This mail will show details formula milk recently will be directly about information, quality, price of sent to mothers They can access the the products and events or free latest information of Anka milk trials As a result, if people feel product Mail can consist the image of interested, they will buy and try celebrities promoting Anka milk Anka products product This will help Anka get more reputation SO7: MKT A1/1 QCF June 2014 15 3.5 Analyse the additional elements of the extended marketing mix People Staff All Anova’s employees need to have deep understanding about Anka which means that they have to know about children development and necessary nutrition Having had the help of Kerry group, Anova’s employees can access new information and learn experiment from Kerry Group Both customer care service team and salesman need to have thorough knowledge about Anka, intelligent and professional They will be willing to serve customer with enthusiasm and friendly Manager attitude The managers play an important roles in serving customer Managers not direct contact with customers but they are the one who make plan, control operation of the business, and make decisions about financial, get employees to accomplish goals and objectives They will establish project, campaign, distribute the division of work for employees, and guide them to serve customer Consume the best Anova aims to target to children from 0-4 years old This is the r potential consumer But at this age, children have had consciousness yet, so the customer will be mothers or fathers They will experiment for their children After observing their children change after used Anka milk, parents will direct give out their feedback Customer care service will provide them all answer about Process Selling Anka, information about Anka At the places that Anka is distributed, staff will give advice customer to choose product, explain the features of Anka They must be friendly and enthusiasm with customer, make them feel satisfied and happy Besides, Anova needs to provide shipping Physical evidenc Process system to ship Anka direct to customer This system will be built to take care of customer after they have of bought Anka Staff will get feedback and explain everything about handling Anka that customer still not clearly understand customer Anova needs to create some customer service line such as their complaint Uniform website, email, phone line The uniform should be blue t-shirt with Anova logo in the front and with a picture of a happy baby drinking Anka milk at the back of SO7: MKT A1/1 QCF June 2014 16 e shirt The logo is on the heart which means that Anova will produce, supply and serve customer with all their ardor and passion Moreover the picture at the back shows the main consumers of Anka that is baby and emphasize on Anka milk Website product The main color of website should be in blue and white, the cover image should be a picture of Anka milk’s farm It will make customers feel that they are coming to the real farm to get Anka milk product Website must have clear category like: history of Anka milk, products and theirs detail ingredients, order online, news, promotional plans, contact Anka milk Anka milk’s website should developed in both Vietnamese and English to help not only local but also international customers to buy products 4.1 Plan marketing mixes for two different segments in consumer markets for Anka milk S1 (0-6 months) S2 (1-4 years) The time that every infant will The time for developing children, sell for people who need to drink milk, sell for every have life confition class Product: the regular product Product: premium product Package: - tin box light but Package: - tin box light but stable stable, saving cost material -Beautiful design attractive customer, especially -Design: simple design, print children Print picture of a kids who is playing kite imagine of an infant who is with his friends The kite was design with the logo drinking his bottle of milk That Anka on fly with the dream, make your child bottle of milk will have Anka logo healthier, more intelligence and more active Anova on should not hesitate to invest in packaging Although build a specific image and after this campaign Anova can take disadvantage of show that this product is use for sale prices, but they can offset stronger revenue infant from 0-6 months growth and consumers remember the brand more -Branding: infant formula, be -Branding: children formula, develop height, add healthier, gain weight, provide the more nutrition, improve body resistance necessary nutrition -Price: apply psychological SO7: MKT A1/1 QCF June 2014 -Price: apply competitive pricing, lower 20% than 17 pricing other products but product is made in Europe high -Suggestion price: 329.000VND quality with technology advanced but still remain (900g) reasonable price lower than others in market -Suggestion price: 420.000 VND for 900g attract customer, save money for Nan Nga (800g) : 525.000 VND customer, enlarge Anka imagine Distribution: P100 (900): 450.000 VND Distribution: Logistics: can be distributed in all Logistics: Can be sent to supermarkets in Hanoi, Ho 63 cities and provinces in Vietnam Chi Minh Supply Chain: After being Supply chain: Not only can customer buy Anka milk distributed, Anka will be sold in in distributed places but they also can buy them in supermarkets, convinience stores personnel line selling Customer go to there and buy product Promotion: enclosed with each Promotion: To prepare for the Lunar New year event, can of milk is a small book about Anova has to design, packaging and print new the need of drinking formula milk, package of Anka to convey message to consumers and the nutrition and technology show that Anova give attention to customer and want that Anova had been applied into to advertise their product Anka to make it become the best -Invite Do Nhat Nam – the boy who is famous for his choice for their child intelligence to advertise Anka -Establish some senior?? talk -Sponsor for “Dancing with the stars”, “Perfect about how to grow children couples”, “Good night, kids”, “Do Re Mi” -Free trial, buy one get one project - Direct mail: send direct mail to mothers to advertise -Make commercial on VTV1, Anka direct contact with customer and give more VTV3, Internet, make poster on information about Anka supermarkets a careful marketing strategy and large amount of promotion requires a normal investment amount of investment People : People Staff: Anova should have a team Staff: Anova needs to establish a team of marketing, a of marketing and sales have team of nutritionist, a team will research customer’s experience They are people who needs and wants, a team of direct delivery product, a understand the requirements of team who take care of loyalty customer and potential consumers through regular access customer to customers at many sales places These team need to be skillful and intelligent, SO7: MKT A1/1 QCF June 2014 18 Customer: is the one who brings professional and timely analyze and determine market revenue for Anova They only direction and trends of consumers chose product because of its good Customer: normally these customer have good life price and quite good quality condition or they don’t mind the price, they just care Managers: will supervise all the about the premium quality Their feedback need business activities, make sure that monitoring carefully and regularly Anka satisfy majority Managers: will lead Anova into success Any ideas will be considered and carefully planned by them They will arrange every tasks and divide the responsibilities, motivate the employees, present for Process: the face of Anova Process The process is quite simple, like This selling process will be diverse: most of other products Customer -Online sell (through website, Facebook, Twitter fan go to supermarkets (Big C, Metro, page) Lotte Mart, ) or convenience store -Personal selling: sell between mother and mother, (Shop n go, 24h shop, K-mart, ) direct contact with Anova’s staff to receive at home to buy Anka -Telephone line: make a call and employees will Employees only need to deliver deliver Anka Anka to those places for customer to pay for them Physical evidence Physical evidence: Uniform: t-shirt with blue is the Uniform: Light blue chemise look professional main color Website: well decorated, detailed information about Website: simple, easy to everything related to product understand and look up for -Use the imagine of famous singer, such as Thu Minh information 4.2 Illustrate differences in marketing products and services to businesses rather than consumers Product (Anka milk) Service (KFC) Produ Anka is produced with advanced KFC provides customers with many ct technology It is a high quality product kinds of fast-food: Fried chicken, fried with many function to grow up potato, hamburger, drink: pepsi, Fanta, SO7: MKT A1/1 QCF June 2014 19 children: Gain weight, Be healthy, milo, coffee, ice-cream They are also Healthy digestive system, height tasty too development, reduce eating disorder, Price Place add nutrient Price will include distribution cost, KFC adopts the cost based price fixed cost, variable cost, VAT, strategy Price of product includes the government tax… government tax and excise duty, Customers won’t come direct to the variable costs and fixed cost, VAT,… Place strategy of KFC is simpler than factory to buy products Anka milk have Anka milk because customers will to distribute their product to retailers come to the stores and convenience stores (Big C, Metro, KFC has opened more than 100 Lotte Mart, Shop N go, K-mart, ) or restaurants in Vietnam: 59 in HCM through online selling website: City, 17 in Ha Noi, and many stores in vatgia.vn, ebay.com, lazada.vn, other parts of Vietnam yes24.vn,… KFC developed online order system through phone line, website, or KFC Prom Anka milk has more promotional application in smartphone Advertising on TVs and magazines otion activities to persuade customers to buy through a slogan: “finger lickin’ good” products because there are many strong or “So good” competitors in dairy market Anka milk KFC’s promotion is focused more on now should focus on adverstising, free experience of customers when trying trial, discount to make the brand more KFC products and how customers feel popular Therefor, Anova can show that about the service of KFC they focus on quality and ingredients of KFC has variety of promotion product programs: To convey the message to customer, -buy more get more with kfc: when you Anova should make a slogan: buy KFC, you will get discount base on - the quantity you bought Your child is our child For a better future -Enjoy coffee with KFC: in launching time, KFC will offer you the best price Peopl Employees and staffs must have wide for sampling Staffs who work at restaurant don’t e knowledge about products and really need to have high education, ingredients of products instead of that, they need working skill SO7: MKT A1/1 QCF June 2014 20 Manufacturing: Employees who takes to communicate with customer The responsibility for making the product requirements of KFC when they recruit not have to be sociable, they just need staffs are: staffs must be fluent, to follow the process and finish the energetic, have passion for servicing work with high performance customer; have good health and nice -Only employee takes responsibility for appearance; graduated high school with selling and promoting need to have standard English deep knowledge and certification They -Employees take responsibility for have to understand and make a timely selling and promoting KFC need to decision, have capability to predict the have deep knowledge about customer’s market trend needs and wants, how to serve them Proce Customer process: Anova needs to have best For customers who use meal at the ss phone line to answer all customer’s KFC fast food restaurants: Firstly, questions, advice about how to use when customers come into restaurants, Anka the most effective way, give staffs will welcome you Then while recommendation about growing the you ordering, they will explain detail children information of each food After that, Having their own script they ensure that how long will they Sale process: The most common way bring food for you For customers who when customer want to buy Anka is to order online: After you order, you will go supermarket, retail or convenience receive a confirmation and kfc will store Or they can buy online through inform you about the order and selling website delivery time Customer can direct give -Anka will be placed in the same dairy out their opinion about the service shelf in every store make customer whether it is good or bad, fast or slow, easier to find and can compare Anka the attitude of staff through phone line, price and quality with others products feedback paper, email, and website Physi Uniform: employees are provided with Decoration of KFC restaurants are all cal blue t-shirt with printed Anova logo in based on colors: red and white and Evide the front and baby who is drinking milk Colonel Sanders symbol present for nce at the back enthusiasm and passion of KFC to Website: anova.com.vn It is launched serve customer All restaurants have air both Vietnamese and English condition, toilet, and good decoration SO7: MKT A1/1 QCF June 2014 21 for customer to learn about Anka and Uniform are red T-shirt and black cap provide Anka detailed information, which help customer to identify KFC enhance the professional image of brand company Website of KFC have tone of red and white too It is set up both in Vietnamese and English language which is easy for not Vietnamese but also foreigners staying in Vietnam to order food 4.3 Show how and why international marketing differs from domestic marketing Factor Social Domestic (Vietnam) The population of Vietnam is about International (Ireland) The population of Ireland in 2012 was 92 million (Wikipedia, 2015), this is approximately 6.4 million (Wikipedia, a potential for develop in dairy n.d) market However, the demand of They have habit of drinking milk So drink milk still low because people they always care about high quality Technolog not have habit of drinking milk -Technology Product quality nutritional milk Ireland has advanced technology of ical management according to ISO dairy systems in order to produce the quality management (quacert, n.d) best milk for citizen -Vietnam has cooperated with many foreign company to produce good quality milk SO7: MKT A1/1 QCF June 2014 22 Economic The economy's rapid growth - The economy of Ireland is a Vietnam has had a positive impact on modern knowledge economy, domestic purchasing power - WTO pressure to compete for focusing on services and high-tech industries and dependent on trade, business industry and investment In terms of - Import tax milk products have GDP per capita, Ireland is ranked as reduced which create favorable one of the wealthiest countries in the conditions for imported dairy OECD and the EU-27 at 5th in the products increased OECD-28 rankings as of 2008 - Inflation, rising gasoline, price (Wikipedia, n.d) increases -Consumer Products is a leading Environm Vietnam’s climate can be divided as supplier to the food retail sector Ireland has rainy climate and grassy ental a tropical and a temperate zone and green countryside (Bloomberg, 2015) has a high rate of rainfall, and high suitable to graze livestock humidity (weatheronline, n.d) This climate may make it hard to preserve Political Legal milk product Vietnam is also a peaceful country -Requirements about food safety very without war and terrorism The seriously government has many policies to -Because of the stable political, it support milk industry for running will help Anova to develop the business However, Vietnam is a business mixed economy so government stills - The ending of the EU’s milk quota plays the big role in market Anova regime - arguably the most important has to abide by strict laws and policy shift in the bloc’s agriculture legislation in Vietnam There are regime in a generation (ft, 2015) This many laws such as VAT, corporation will be also an advantage for Anova taxes, employees and also follow the to enlarge its position in market place environmental laws In Viet Nam, Anka milk quality is Anova will have to follow the food controlled by five ministries Anka legislation, all laws about food safety milk products will be carefully Ethics examined Have many policies to protect human Have many policies to protect human rights, buyer rights But the process SO7: MKT A1/1 QCF June 2014 rights, buyer rights but the 23 and supervision are not tight, cause government supervises very strict, many disadvantage for buyers always aims to bring the best for Demograp The market in Vietnam is a potential buyers Ireland has the highest birthrates in hic market with people among them the European Union Interestingly, children less than 15 years old nearly a quarter of babies born in the accounted for 26% Beside the republic were to mothers born outside demographic structure of Vietnam is the country (forbes, 2013) potential youth population with the growing for Anka develops rate at 1% is a chance to develop fresh milk (Wikipedia, n.d) Domestic (Vietnam) Package should be made from tin International (Ireland) Package should be made from tin quite easy to use, more stable, compelling stablepreserve Anka better design -The ingredients, nutrition of Anka must in -Anka must ensure the ingredients, high quality to build Anka’s position and nutrition and hygiene to attract can compete with other competitors customer The supply chain in Vietnam is quite After receiving raw milk from farm, Kerry complex After importing Anka from group will transport it to manufacturer to Ireland which was produce by Kerry produce Anka, then move Anka to Group Anka will be moved to warehouse From that, Anka will be warehouse Then Anka will be distributed to retailers Moreover, an amount distributed to retailers such as Big C, of Anka will be exported to Vietnam The Lotte Mart, convenience store,… transportation process might be through through road or rail Customer will road, rail, air or sea imports and sea exports Promot buy Anka from there Advertising based on Vietnam’s Culture: Commerce based on the popular ion culture ANOVA can advertise trend in the world A image of a celebrity ANKA through mass media ( Gia who is well known for her well care for her Dinh Magazines, For Mum children such as Angelina Jollie, Beyonce, Magazines, advertise through TV,…) Eva Longoria, They are some of famous Promotion discount: Vietnamese Hollywood star both have sexy image but both like buy one include some gifts still remain her good profile Product Place SO7: MKT A1/1 QCF June 2014 24 or get one, or sale up the product It Promotion discount: people like to buy means that Anova needs to have a product that is on discount so that they can smart and effective plan to promote get them with cheaper price They rather Anka buy product on sales than they can get something along with that product without Price Lower 20% than other company but any decreasing price Price is higher because it has been added quality still remain with export fee, transportation fee, VAT fee, Depend on the amount of competitor rental places fee (TH True Milk, Vinamilk, IDP, ) so Anova needs to determine the final price that can compete with them People Process The price will be added with VAT The commercial or slogan will be in The minimum requirement is that ANOVA Vietnamese It will be easier to use English as their international marketing understand and remember the strategy Because English is the most company’s strategy common language in the world It will help to promote ANKA and attract customer The process to marketing ANKA will It will be more complex to handle every be much easier than the International business activities in the international level level Every step will be in the The size of ANOVA at first will be small, so boundary inside VietNam If any if any problems occur, the manager will find problems occur, the customer can it more difficult to figure out because of the direct contact to the company and language issues, the geography issues Physica give out their feedback - ANOVA’s website will use ANOVA’s website will have at least l Vietnamese for customer to buy and language: English and Chinese Because Enviro to learn about the company there are many people from China emigrated nment Uniform: Anova’s uniform should be to other countries and English is the most in light blue color with the Anova popular language in the world logo right on the heart And then it Uniform in the international level might will be decorated with the pictures of have some slightly change The uniform will a happy baby who is drinking milk no longer can be worn for both gender Girl printed at the back of the shirt It can wear a more active and sassy design so means that Anova aims to serve that they can wear uniform with skirt Boy customer with all their heart with all can wear light blue chemise with the printed SO7: MKT A1/1 QCF June 2014 25 their enthusiasm and expertise The logo right on their heart of it It will enhance back picture shows Anova main the professional image and express that product – their Anka formula milk Anova focus on the company’s image III Conclusion Through this report, we can know clearly how products are developed, how Anka milk distribute their products, price strategy, and promotional activites of Anova, and elements of extended marketing mix Moreover, we have made a marketing mix for segmentation of Anka milk products and see how differences between service and product, and differences between domestic market and international market Reference Anon, Vnexpress, 2014 [Online] Available at: http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/dai-gia-sua-anka-milk-thamnhap-thi-truong-viet-3121439.html Anon, Wikipedia, 2015 [Online] Available at: https://www.google.com.vn/#q=european Anon, Wikipedia, 2015 [Online] Available at: http://en.wikipedia.org/wiki/Vietnam Anon, Weatheronline, n.d [Online] Available at: http://www.weatheronline.co.uk/reports/climate/Vietnam.htm Anon, Forbes, 2015 [Online] Available at: http://www.forbes.com/ Anon, Bloomberg, 2015 [Online] Available at: http://www.bloomberg.com/news/articles/2015-03-18/ready-for-milk-freedom-inireland-the-answer-is-yes7 Anon, Quacert, n.d [Online] Available at: http://www.quacert.gov.vn/en/iso-9001-quacert-iso.iso253.html Anon, Ft, 2015 [Online] Available at: http://www.ft.com/intl/cms/s/0/24087084-d6c2-11e4-97c3-00144feab7de.html SO7: MKT A1/1 QCF June 2014 26 ... integrated to achieve marketing objectives Marketing Objective 1: Marketing Objective 2: Grow sales volume unit by 7% in Increase brand recognition 25 % by in Endorsemen 20 16 20 16 Anova can hire... http://www.quacert.gov.vn/en/iso-9001-quacert-iso.iso253.html Anon, Ft, 20 15 [Online] Available at: http://www.ft.com/intl/cms/s/0 /24 087084-d6c2-11e4-97c3-00144feab7de.html SO7: MKT A1/1 QCF June 20 14 26 ... objective 2: Grow sales volume unit by 7% in Increase brand recognition by 25 % in P/S 1: 20 16 -One Anka milk product weight 20 16 -Once Anka milk weight 900g should Psychologica 900g should be 329 .000