Marketing Plan 2010 - Functional Food Company

Marketing Plan 2010 - Functional Food Company includes Marketing Objectives, Marketing Strategies (Target Marketing, Marketing Mix), Marketing Implementation, Evaluation and Control.

3/13/2012 Structure Executive Summary Environmental Analysis Functional Food Company * The marketing environment * Target market * Current marketing objectives and performances SWOT Analysis * Strengths and Weaknesses * Opportunities and Threats Structure 4.Marketing Objectives 5.Marketing Strategies * Target Marketing * Marketing Mix 6.Marketing Implementation 7.Evaluation and Control 1.Executive Summary • In recent years, the amount of organic food production sold hasn’t risen significantly • Marketing Division presents brand-new marketing strategies with the intension of increasing market shares, sales and profits • Cost needed for this project: 600 millions VND Environmental Analysis i) The Marketing Environment : External Environmental Factors: Economy : Predicted Development Rate 20% Social Culture : Traditional Medicine Technology : innovated machines and upgrading processes Competitor : over 1,000 companies manufacturing and importing types of functional food Potentials : more opportunities for small-scale companies 3/13/2012 Environmental Analysis i) The Marketing Environment : Internal Environmental Factors : Culture : delivering all kinds of products through a series of pharmacies Human resources : competent scientists and staff Marketing Plan : no proper marketing plan in Viet Nam Finance resources : over 700 billions from selling shares 2.Environmental Analysis ii) Target Market : kinds of target customers + high-income and busy customers + patients + people having special diets ( kids, teenagers, pregnant women, elderly people) 2.Environmental Analysis iii) Current Marketing Objectives and Performances: * Objectives : Rise sales by at least 20% Enhance by 6% in market share in 2011 Get more attentions from average-income consumers * Performances: No proper marketing activities 3.SWOT Analysis *Strengths : Hard-working and experienced employee Hi-tech factory Superior Products A variety of products suitable for everyone Abundant financial budget 3.SWOT Analysis *Weakenesses: Poor deliver system Weak customer care Overshaded brand image Dependency on pharmacies 3/13/2012 3.SWOT Analysis * Opportunities: Upward trend on the level of demands of organic food products Changes in people ’s perception New ways to sell products Innovation in methods to approach new customers 4.Marketing Objectives Product Improvement: enhance the quality of functional food with a range of products with upgraded production stage ; Profitability : 20% development index Market share : accounting for 15% in the next 5years Distribution: wide distribution channel Employment trainning activities : offer more short courses to improve employee ’s work aspects 3.SWOT Analysis *Threats: More appearances of multinational large-scale firms Degraded quality of resources Inflation (economic challenges) 5.Marketing Strategies *Target Marketing Selection : Geography : clients mainly from cities Psychological profile: convience and quickness Product usage : Supply trace elements and vitamins immediately Improve performances of nervous system, digestive system… Affect on health and beauty positively 5.Marketing Strategies 6.Marketing Implementation *The development of Marketing Mix Product : product diversity Price : ranges of prices acceptable for office workers, businessmans, … and even patients Place : sell commodities through shops, phone and by internet Promotion : offer attractive promotions, discount * January and mid Febuary 2011: Hold seminar about benefits of functional food, with the presence of specialists and consultants Arrange a press-conference to get attention of potential customers Upgrade and open the head-offices across Viet Nam Mount a health march 3/13/2012 6.Marketing Implementation * From March to May 2011: Provide scholarships for students majoring in food technology and biology technology Offer students from universities, high schools free tours of our factory * In July and August 2011 Conduct survey of consumer’s understanding of functional foods and give them brochure of our firm Enhance salesclerks’s quality 3/13/2012 6.Marketing Implementation * From late January 2011 Advertise on some websites of health, buses, newspaper, panels in the centre of HCMcity Extend the best possible customer care Expand distribution channel Set up official website of our own firm Sell shares of company 7.Evaluation and Control Controlling the advertising campaign Sales analysis: making a report about profit and loss Arranging some meetings to evaluate and improve the quality of strategy Making a detailed list of customer’s information with their comments to have a good customer’s care Evaluating the quality of salesclerks 3/13/2012 Reference THANK YOU FOR YOUR ATTENTIONS • • • • • • The Academy of Sciences and Healthy Life Websites of Functional Food Companies www.wikipedia.com www.google.com www.vnexpress.com www.thucphamchucnang.com Members : 1.Nguyễn Trương Phương Thủy 2.Nguyễn Ngọc Đức 3.Nguyễn Phương Trúc 4.Đỗ Thị Thu Trang 6.Tưởng Thị Hồng Hạnh 6.Đồn Thị Ngọc Bích ... about benefits of functional food, with the presence of specialists and consultants Arrange a press-conference to get attention of potential customers Upgrade and open the head-offices across Viet... Plan : no proper marketing plan in Viet Nam Finance resources : over 700 billions from selling shares 2.Environmental Analysis ii) Target Market : kinds of target customers + high-income and busy... average-income consumers * Performances: No proper marketing activities 3.SWOT Analysis *Strengths : Hard-working and experienced employee Hi-tech factory Superior Products A variety of products