'Marketing plan about Tan Hiep Phat\r'

'marting purlieu HTTP owns a ultra innovative harvest- placeion clientele and performs actually(prenominal) intimately in managing fic pinheadious character tit transnational exemplar much(prenominal) as ‘SO, and others. More oer, they take a commission invested evidentially in research and ontogeny. angiotensin converting enzyme of the important strengths of the companionship is that they shake up a strong diffusion frame. HTTP in any case has some limitations. The club has only unitary pulverisation which can non provide enough carrefours to the commercialize place. In addition, the node serve up of the participation underperformed is a nonher(prenominal) dis rolefulness.The limited liability come with is going to progress to adjunction-stock community for its benefit of such(prenominal)(prenominal) organizational structure. The weather of Vietnam creates a great opportunities for the plump for of afterwardsnoon tea leaf leaf leaf leaftimetime. Therefore, HTTP has a hulky deem of supporters. Moreover, the development of engine room fosters the communication among clients and producer more well and inexpensively. Although there atomic number 18 great opportunities, HTTP is crucifixion from emulous rack. While the convey competitor †CO has predominate a large ratio of market, there argon so some fill-in point of intersections for consumers to cull for the analogous need.Furthermore, the unstable economy has made some cushion on the excitant and purchase cognitive process. cigargontte Market The show market of slide fastener detail fountain tea is Vietnamese young adults who account or a large proportion of population in Vietnam. home in tip dark- parking round just about tea aims to be a convenient drink that is groovy for wellness and has grievous judgement in top of consumers mind. tidy sum Mix HTTP provides umpteen kinds of yard tea in the mathematical converg ence line which repay different tasting of target consumers. The aught floor spurt tea is produced by modern technology and contain sizeable components such as vitamins.The crossing is packaged in PET bottle which is reusable. The bottle is designed with gullible color, so it looks wise to(p) and eye-catching to target consumers. At the beginning, HTTP follows the skimming harm schema with the cryptograph stage super C teatime crossing. They want consumers to retire that the crossway has well(p) spirit and wellnessy. At the current time, Zero class putting green tea leaf has been set at the market value to grapple with other competitors. progress strategy of Zero score Green tea foc holds on media advertising.In addition, some sales progression programs were employ to draw off its target market. Products provided by HTTP take advantage from the reputation of the company including Zero storey Green afternoon tea. HTTP has built good relations with society and media in variety of sociable activities. HTTP has invested 50 million dollar in striation and facilities. There atomic number 18 twain hot factories put on been built in go Alai and Ha Name to provide inventory for the market in the Middle and the North of Vietnam. Zero item Green Tea is distri barelyed intensively to the market by dint of many intermediaries. go with Description common topaz hipster elevated-pitcheder(prenominal)road was well known as Ben Than bear before. It was found in 1994 by Dry. Trans Guy Than. Nowadays, besides hundreds of unusual prints in swallow indus study alike Pepsi, coca Cola, topaz flower child pathway al close to converts sensation of Vietnamese about carbonated drink into bouncing drink. burn mark flower child Pears products intended to hit the claim â€Å"Vietnam High Quality Goods” by consumers voted in extol of National Brands in 2010 and the other valuable prizes which makes the nodes devot e in property management as well as environmental protection of tan flower child data track.The company is recognized as Quality worry System according to ISO 9001 :2000 in 1999, Environmental centering system ISO 14001 : 2004 2006 and Hygiene Management System regimen Safety HACK standards in 2006 Facilities of bronze hippy lead Company are very large and organizing: Head Office is at 219 provincial track rigid in Bin Dung, Vine PH, Than An, Bin Dung. surpass factory broader 110,000 mm, with the equipment, technological lines of research, and the about modern manufacturing southeast Asia.Furthermore, HTTP is proud to be one of the units owned in many produce technology, the most modern lines Vietnam as sterile lines extracted Aseptic cold, brisk beer, crapulences and fermented production line. In 2004, symbolism production with advanced technology bomb of Japan was source applied in Vietnam. Than herbal Tea, Number 1 energy drink, soy milk Soya Number 1, and so o n is the lead story marker in the market, has proved HTTP always go early in accessing and under stand the ever-changing take of consumers.For instance, the most well-known drink, similarly in one of the first product Tan flower child alley has produced, Zero decree Green Tea has interpreted a huge place in drinking generation. Strategic Focus and Plan Vision The raft of company is to become the leading Asiatic corporations in three main dividing line sectors such as industry drinks, instant food, and plastic packaging. This is measured by a lot of factors; firstly, the company is set in the top 10 leading company in the boozing market and food in Vietnam.Secondly, it has to procure Total Quality Management certification and international management standard. The final factor is internal market penetration; the company makes effort to enter filthmark of Zero decimal point atomic number 19 Tea to Asian market. Mission Tan hipster means sort produces and does li ne of products the healthy products that are good for Asian consumers with the taste and flavor of products according to international standards. At the same time, the company has to satisfy the highest demands of customers to deserve as preferred provider as well as a reliable partner in care. GoalThe accusatory of the Tan flower child thoroughfare Trading and service Limited Liability Company is to create the beat out drink products through multiple labels such as Number 1, Zero Degree Green Tea, herbal tea Tea Dry Than to consumers by an extensive distribution system and spread over 64 provinces in Vietnam. Core Competency and Sustainable Competitive service Core Competency Each company has exceptional core competency. So does Tan hippy passageway, for them, â€Å" immediately more than yesterday but not aright by tomorrow with Spirit” Nothing is impracticable” and they commit to achieve â€Å"International quality standards”.Moreover, the many sets druthers according to the highest spirit of family and becomes a bank partner. HTTP throng is striving to become responsible and hefty citizens in the society. Competitive Advantage To compete with the giants of foremost beverages are available in Vietnam, Tan hippie Path beverage concourse tried eternally to create deflections. The advantage of HTTP is flexibility, quick conclusion making, know how to rule out the effectiveness demand of consumers to experience and incessant improvement.The more important thing is that HTTP separate is always interested in the development of residential district because it plays the important role to succeederes of business. Therefore, HTTP involved in social activities and charity very much. â€Å"l am alert the consumer is king, decide the survival of your business, so in direct to receive the support of consumers, we bugger off the contribution by contrast, creates belief in love. Therefore, I have captured the black Ma ria of Vietnamese customers. Success depends on many factors, but ultimately the quality of the product remains the number one criteria. (Businessman Trans Quiz Than-CEO of Tan Hippie Path group) Situation compend SOOT Analysts Strengths High-quality world resources new-made productions line and productions facilities HTTP is one of the most leading firm, which achieve integrated systems stability standards: ISO 9001-2004, 14001-2000 Having large theatrical role of the market for non-gas beverage Substantial investment in product research and development Numerous award for quality, participated in many social events Wide distribution system Weaknesses There is only one factory located in Bin Dung Firm only focus on domestic market lights-out beverage products compete with each other.Customer service is not good Limited liability company Opportunities hulking market with modern consumer. High quality materials go to improve the quality of products Climate of Vietnam bequeath be a business opportunity if HTTP development competent products. Tropical climate increases demand for consumer beverage. There are a large number of material supplier of HTTP, That facilitates for manufacture to ensure inputs are kick upstairsable information technology and mass media develop image of HTTP and its products Vietnam located in South East Asia and close to ocean.That is good position for export to foreign market Vietnam have Joint in WTFO since 2006 Drinking tea is handed-down habit of Vietnamese and Asian Threats Competitive pressure: Taps products can be competed with other direct competitors like CO of twist and other substitute goods Customers take in more about quality of product and packaging. That increase pressure on R & D department of HTTP Unfair competition Inflation refer on hail of input and purchasing of customer Complex criteria of hygiene and safety Industry Analysis It is predicted that, Vietnamese beverage tent to increase little by li ttle in gas beverages at about 5% per division.Whereas, non-gas beverage will have a of import growth at a rate of 10% a year, within the period between 2007 and 2015. Specifically, mineral water ND bottle water will have average increase of 12% per year, production Juices figures will increase at 4-7% per year (2007-20019) and 10-12% per year (2010-2015). Most of beverage firm tends to produce and sale non -gas beverage, in particular products thats good for consumers health. In Vietnam and worlds beverage market, bottled fountain tea have been developing significantly, since ass.Almost famous brand which have appeared in Vietnam for many year have produced spurt tea products in Europe, the U. S, Japans market. much(prenominal) as: Lipton, Nestle, Unprinted, dismission. At the implication, there are a lot of parking area tea products which are bottled. The ii most frequent product are â€Å"Zero distributor point commonalty tea” of Tan Hippie Path, CO of ARC. S pecifically, the Statistic of Nielsen in 2011 illustrated that. â€Å"Zero degree kilobyte tea” accounted for 13% of the market while, Cos figures were 8,1%.Furthermore, another statistic from Nielsen overly showed development of Zero degree young tea proportion in bottled Vietnam young tea market that 1/2007: 30%3/2007: 40%4/2007: 48%5/2007: 49%6/2007: 53%7/2007: 52%8/2007: 57%9/2007: situation of tea industry Vietnam have climate and geographic conditions for growing of tea. There are 33 over 54 provinces of Vietnam grow tea. Such as Siamese Unguent, Lam Dong which is famous place for growing tea in Vietnam. Within period between 2003 and 2004, Teas output growth steadily and Teas area were 100. 0006 ha.Thus, its good opportunity for bottle parkland tea to develop because of low be of input. Competitor analysis Since, Tan Hippie Path discovered and developed bottled yard tea market, â€Å"Zero degree green tea” brand have begun to be the most popular produc t in the market. Then, bottled green tea have become potential market that big brands began to Join in. In consequence, there are many bottled green tea products form other firms omitted in this market. Such as: Real leaf (Coca-Cola), Fresh (Vanilla), Lipton minute Green (Pepsi), CO (ARC).Furthermore, many brands excessively alter instance bottled green tea products. Such as artichoke tea, lemon green tea, passion green tea, free- sugar green tea. It creates their differences compared to other competitor. Prefigure 1: The bottled green tea market of Vietnam in 2011 (At-Nielsen) Although many products of many firm in the bottled green tea market, the report of Canticles illustrates that the two most popular products areas of ARC and Zero degree green EAI of Tan Hepatic. The two big ones so far maintain a significant distance rather than other brands.Investing in Vietnam with center capital of 14,5 million, CO took aggressive advertising campaign, in 2010, ARC effectd the yield to 70% by expanding factories in Ho Chi Mini urban center and completing new one in Ha Non. To compete against opponent- Tan Hepatic which discovered and had big market shares, CO found its own way. It is way on developing distribution net cipher, particularly in big cities and choosing PET bottles which have a clarified capacity (mall) to fit the customer hands size. In consequence, ARC achieved 57% growth in Vietnam in 2011.Therein, CO is the major revenue of beverages segment with the best growth. Company The first and most important reason wherefore Tan Hippie Path has a high position as it is today is the companys strengths in facilities and human resources. They have a high quality input sources from prestigious suppliers. Besides (in addition), a well- equipped floor system with modern machineries, equipment, research facilities and the most modern manufacturing process in Asian, alongside with high regarded repel protection procedures to ensure safety for employees.I n HTTP, their moderators (leader) are compulsive and visionary managers: They are very flexible, make decision based on hard working researches and discussions. The success of CO Green Tea is depicted by a great effort of them while they knew how to find out the potential involve of consumers to satisfy and continuous improvement, and not afraid to roll out new products to compete in a hot market of beverage drinks. Their workers are also professionally learn and with high responsibility.Furthermore, Tan Hippie Path has over 17 years of operation in beverage industries and serves the nonuser, company always get customers trust and detainment for high quality products and service. It is Illustrated with 11 consecutive years (1999-2009), HTTP was voted as â€Å"one of the top quality brand of Viet Name” by Saigon marketing newspaper readers. The company is one of the leading enterprises of the country reached an international quality standards system such as ISO 9001-2004, 14001-2000, HACK etc.Especially, they have a larger market share of the beverage market with an extensive distribution system. Indeed, there are other reasons for the companys success and marketing strategies is one of the openhanded factors to achieve that. Overall, Tan Hippie Path use their strengths in marketing strategies analysis and evaluation process to satisfy customer about high quality products as well as achieving mission goals. Consumer analysis Customers account for an inseparable part in Tan Hippie Path business.Therefore, customer segmentation and analyzing consumers characteristics are very essential. Particularly, Tan Hippie Path recognise that nowadays consumers have higher education levels and their documentation standard is better than before, so they always require better laity products. Viet Name is a thickly settled country and with young population who follow modern livelinessstyle with fast food and convenient drink. another(prenominal) pro for beverag e development is a tropic climate (very hot) so this increase demands for cool drinking.In addition, with value to the lifestyle of Vietnamese, their products are combinations of traditional (tradition of drinking tea) and contemporaneity (the product is capable of using fast). Tan Hippie Path provides valuable contribution to customers through health and nutrition which is one of the issues nation concern today. think example, because green tea is good for human health: increase resistance, refresh body (compare with Coca cola). O degree green tea of company is a high quality product too that is guaranteed thank to technology bottled still in high temperatures from 86 degrees C to 90 degrees C.This process keeps honest green tea flavor characteristics, saturated quality, and nutrition. Market-product Focus Target Market Zero Degree Green Teas target market is Vietnamese young adults who are suffering from the negative impacts of fast-paced lifestyle such as pollution, great p ressure at school and work. Therefore, they raise sensitiveness of healthy drinks use (Best Sustained Success, 2011). Since Vietnam has modern age structure, this target market becomes very enthralling.If nark dominates the market, HTTP can gain much profit. Points of Difference HTTP provides ready-to-drink green tea to the markets with some points of difference. Firstly, it is convenient to carry on and it saves time of making. Moreover, Zero Degree Green Tea is made by cancel materials and it has no gas. Therefore, the product does not damage consumers health. In addition, GET taste very good with lemon flavor. Another difference is that GET is packaged in high quality bottles using PET technology and they are reusable.Positioning The post of GET in consumers mind is a healthy product which supports energy to young consumers. Green tea is also a traditional drink in Vietnam and HTTP has made it more convenient to consume. In addition, the product has low price which is more a ffordable for everybody, especially young people. Marketing Program Product strategy Product line. Tan Hippie Path also provides a variety of green tea products such as free-sugar green tea, lemon green tea, honey green tea honey and lemon green tea, ND even prepare to launch green tea in box.It has diversified the containers of original flavors such as producing lemon green tea in glass bottle, PET bottle and can to satisfy customer needs and wants. Unique product quality. Produced on modern Japanese technological production line with selected verdant leaves plucked out of tea plants on plains, green tea is able to keep its natural and pure flavor. Green tea is mad through hot extraction process in evidence to ensure food safety and hygiene standard and to detain precious essences of green tea. Zero Degree Green Tea has original flavors to satisfy consumer needs and increase customer value.With nutritious element such as vitamins E, C, and especially EGG, a strong anti-dioxide ele ment, green tea helps people to reduce stress, reinforce resistance, observe skin ageing and cancer in assign to cool down your body and spirit after a hardworking day or after a long trip. Furthermore, this products have light discolour color which is same color with nature tea and is not too much sweet. It makes consumers believe that this beverage is good for their health, although, people normally think that bottled and work drink is harmful from color chemical and sweeteners.It is very convenient to bring along Zero Degree Green Tea on trips, picnics, or in conferences… And sometimes simply drink it at home instead of purified water. Packaging. Its cover are designed very well because green color on it makes consumers feel fresh and prosperous with the environment. It is also eye-catching and distinguished from other competitors products. With the use of heat-resisting mall PET bottle, the choice of trade mark logo (two circles), and green tea bears high aesthetic v alue under the sponsorship of Number One trademark.Its cover are designed finely because green color on it makes consumers feel fresh and friendly with the environment. It is also eye-catching and distinguished from other competitors products. terms strategy Since Tan Hippie Path group explored the bottled green tea market in the early of 2006 and achieved success, this market has become an exciting” playground” with a lot of participants such as CO, Green tea 100 and Lipton green tea. In that situation, Tan Hippie Path used the advantage of â€Å"first-mover” in green tea market in order to try for skimming pricing strategy to Zero Degree Green Tea.It means that Tan Hippie Path sets the price which was 20 % more than the others beverage. However, customers still recognised and were willing to buy the product with that price because it was still consistent with Vietnamese standard of living at that time. PET bottle Zero degree green tea Green tea 100 Lipton pure green tea some sky 7,500 VEND 6800 mall VEND 5,500 mall VEND 6,000 portend 2: Retail price comparison of vehement green tea 2011 in Vietnam Although the price of aught degree green tea is higher than others, the customers really desiring the product are willing to pay.These people are not very price sensitive because they usually concern more about the quality of the product. When the company sets the higher price compared to the competitors, the customers think that the quality of product is higher than others, too. Tan Hippie Path grasped clients psychological science which most consumers believe that the high price is the good quality. This is one of the factors contributing to the success of this product. However, nowadays, the green tea market becomes more and more competitive with a lot of new brands penetrating the market such as Tea Plus, Fresh, Wonderland and Thin Tar.The customers have ore comparisons about price and quality between the different brands to choose the best product for themselves. Therefore, Tan Hippie Path does not concentrate on skimming price strategy as the first time. The price of Zero Degree green Tea at the moment is medium compared to the other brands in the bottled green tea market. However, within the advantage of â€Å"first mover”, Zero Degree Green Tea has been known and believed in high quality and healthy product, so customer behavior does not change significantly in purchasing decision making.Moreover, setting the medium price is also another advantage of this product in todays market because he company can hold some brands from entering the market. If Tan Hippie Path still keeps high price as the first time, this makes lots of chances for the other brands entering the market by setting lower price but also ensuring to earn profit. Promotion strategy Zero Degree Green Tea is the first ready-to-drink tea in the market of Vietnam. By understanding consumers psychology, it had a high position in the consumers perception. However, today the market has a lot of substitute products.Facing this risk, it should focus more on promotion strategic to attract consumer. Tan Hippie Path articulated on activities sponsored in many different fields such as: sports, arts and culture-social activities. Whether being charities donation or trade the item are not out the main pattern for the consumer that is make consumer know about the product and its brand. In the year later, Tan Hippie Path was standing in the top 10 businesses spent on advertising in Vietnam. The most activities are funded biggest like brands for health disquiet, such as: green tea, barley tea.Advertising. The media which was used in advertising of Zero Degree Green Tea was variety such as newspapers, magazines, televisions and outdoor advertisement. Zero Degree Green Tea has creative advertisement, which has been broadcasting in popular take like WV, TV and Vietnamese cable TV like ACTS, heal, Lets Viet, yang TV, ACTS. Target customers is people who concerned with health and nutrition so their advertisement concentrated on writeing the idea that Zero Degree Green Tea is able to keep teas natural and pure flavor.Print advert was posted on almost newspapers such as Auto tree (Youth), Than nine, The fishgigs pH nu (Womens World), Tip HTH gig Dinah (Marketing family). Advertising campaigns about utilities and benefits of Zero Degree Green Tea which were posted 1 time/hebdomad in 3/2006, is presented in the newspapers and magazines. There are several bus stations in which Zero Degree Green Tea puts their advertising panels. impression advertising on the buses is also the best way for attracting consumer. Moreover, people possibly notice on those advertisements and try to drink Zero Degree Green Tea.They use tools to support sales such as promotions, consumer consume, sampling route, display products, posters, billboards, organize event to increase brand perception for consumers. Internet is the quickest and shortest way to deliver information to any consumer. Their own website which is updated regularly. They also use social network such as sand which is crowned with young people in union network. In some popular websites for specific group of people (zing. Van, heal . Com, yang. Net), Zero Degree Green Tea puts their animated banner to display attractively their product.Publicity and Public Relations. In the economys situation today, advertising is declined step by step and abdicated for PR then raising activities and the creation of embodied value are not only in the quality of product, but also the brands image associated tit the community activities. Tan Hippie Path considered this as a principle of its business operations. Zero Degree Green Teas brand associated with sports activities, typical is ‘Student contest: Literature †Fitness -Art 2012 U †League (Hoi HTH sins vine Van-The-My 2012 U-League).Besides the programs funded to the health care of community that were done by Tan Hippie Path such as ‘Day for ocellus glucose testing and caring diabetes patients (Nagy hoi HTH dung yet VA juke Soc been Nan dad that dung); TV Program ‘For the quality of life (Vi chat lung choc song) aired on HTTP. The meaningful of community activities have asserted Tan Hippie Pats brand increasingly not only production, good business but also serving the community benefits. Tan Hippie Path Group and music transmit Hanta signed cooperation within two years from 9/9/2009.Because their customers are young people and with the same goal which is bringing quality products to consumers, the cooperation between the two sides will support each other in business expansion and exploitation market potential and advertising two brands. Tan Hippie Path got many certifications such as Vietnamese bowling pin of Ministry of Labor, Invalids and Social Affairs Unit Emulation excellent work of occupational safety and health in 2006 (03/17/2007); certificate of famous Brand country (26/04/2008); -ran Hippie Path received Vietnamese Gold Star Medals, reward businesses WTFO, Vietnam firedrake Symbol (30/0112010).These prizes and certifications are recognition of governance and community about products quality. Sales promotion. Tan Hippie Path had many promotions methods such as push away for buying block, lucky prices, promotions in supermarkets and other retailers to applying for consumers. They unionized a lot of activities to promote and deliver their product. For example, promotion program ‘Fun spring, torn label, winning gold (Year of the Dragon 2012); Zero Degree Green Tea-life moments cooling-Khan shack gigs goal choc song (2012); Zero Degree Green Tea- pull a face spread-Nu quoi Ian too.Goal of this event is creating opportunities for people to laugh with all people in Vietnam and spread the spirit of optimism, love of life to other people, discover the power of smile. In addition, Tan Hippie Path also held mini- contest s for community networks on fan page of Zero Degree Green Tea. Game- shows were taken place every week with attractive gifts. On the occasion of holidays, hey were a sponsor for the promotion of the discount programs of Big C supermarket, Co-pop mart, Metro to escape from consumption on last years holidays.Personal selling. Main orientation of Zero Degree Green Tea is most concerned with agency. In the mature stage of the product life cpss/second should not promote this tool. Because of customers and distributors were aware of products brand in market. Primarily based on advertising to inform, persuade and remind customers. Direct marketing. The company will directly promote their product to targeted customer and improve brand awareness as well. Tan Hippie Path has always focused on tools of discount for sales to wholesalers and retailers.Promote policies and programs as well as support sales and promotions to attract and retain the header agents. Promotion cost. Nowadays, Zero Degree Green Tea is high in position in the product life cycle. Advertising campaign in favor of psychology attained good results in building images of a natural product, beneficial health, bringing fresh feeling fresh, cool. At the same time, awareness of the teas benefits for consumers is preferably an a high (over 50 %), besides that the Joining of another brands such as CO, Fresh, tea plus, hat also add togethers to increasing competition in the market.Advertisements are not only introducing the product but also its objective is increasing revenue and profit. However, depending on the life cycle of products that promotions have a certain goal, Zero Degree Green Tea of Tan Hippie Path is on saturated stage of the life cycle of product while rivals the brands market share is quite Vietnam large, each brand launching different strategies to attract customers. It leads to market which is influenced by many factors detrimental to business so at this time, the primary objective of business is strategy to compete with rivals and large market shares.Therefore cipher planning which is suitable for promotional activities will contribute to the success goals. Figure 3: The promotion cost and revenue of Zero Degree Green Tea over the period of life cycle product At the present, the bottled green tea market share is full, Zero Degree Green Tea has to compete more drastically with other opponent. Tap Hippie Path was assessed one of five companies having the highest promotion cost in 2009. Specifically, promotion cost increased 3 times at that time, while other competitors figures were quite small\r\n'