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Tài liệu Marketing plan for developing bakery products for kids in supermarkets

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2 ACKNOWLEDGEMENT It is my pleasure to express my gratitude to all those who have helped me make this thesis possible. Without them, I could not have completed this project. First of all, I would like to thank all professors, doctors of Hochiminh Open University and professors from Solvay Business School for the systematized knowledge and new knowledge during the course MBMM which I could not have during professional working time in last 10 years. I would like especially thank to Dr.Nguyen Minh Ha, my tutor for the final thesis, without any day learning in his class, but I received abundant guidance, information and particularly his enthusiasm in tutoring. Without his tutoring, my thesis will not be completed. I also thank to Ms.Janet Leong, my General Manager of Puratos Vietnam, who helped to consult me for practical advices from her own experience and from company’s aspects. I highly appreciate my classmates, group mates for the sharing, encouraging, challenging me during the course and in the period doing final thesis. Lastly, and most importantly, I feel a deep sense of gratitude for my dearest wife, family who gave me both financial and moral supports that I needed during 2 year studying, and to my little baby girl is the very last thanks for her bringing happiness to my life during studying time. 3 TUTOR’S COMMENTS CANDIDATE: Quang Minh Truc PROJECT TITLE: MARKETING BAKERY PLAN PRODUCTS FOR FOR DEVELOPING KIDS IN SUPERMARKETS COMMENTS: ..................................................................................................................... ..................................................................................................................... ..................................................................................................................... ..................................................................................................................... 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..................................................................................................................... ..................................................................................................................... ..................................................................................................................... ..................................................................................................................... ..................................................................................................................... 4 TABLE OF CONTENTS COMMITMENTS ................................................................................................................. 1 ACKNOWLEDGEMENT ..................................................................................................... 2 TUTOR’S COMMENTS ....................................................................................................... 3 TABLE OF CONTENTS....................................................................................................... 4 LIST OF FIGURES ............................................................................................................... 6 LIST OF TABLES ................................................................................................................. 7 EXECUTIVE SUMMARY ................................................................................................... 8 CHAPTER 1: INTRODUCTION ........................................................................................ 10 1.1 Problem statement ................................................................................................. 10 1.2 Study objectives .................................................................................................... 10 1.3 Scope and scale of project ..................................................................................... 11 1.4 Research methodology .......................................................................................... 11 1.5 Significance of this study ...................................................................................... 12 1.6 The study structure ................................................................................................ 12 CHAPTER 2: PURATOS INTRODUCTION ..................................................................... 13 2.1 Vision, Mission and Values ....................................................................................... 13 2.2 Puratos’ marketing activities and conceptual framework .......................................... 15 CHAPTER 3: LITERATURE REVIEW ............................................................................. 16 3.1 Marketing plan ........................................................................................................... 16 3.2 Market analysis .......................................................................................................... 17 3.3 Marketing objectives, targeting and positioning ....................................................... 19 3.4 Marketing mix 4P’s to 4C’s ....................................................................................... 20 5 3.5 Resource and financial plans ..................................................................................... 22 3.6 Marketing Implementation ........................................................................................ 23 CHAPTER 4: RESEARCH METHODOLOGY ................................................................. 24 4.1 Research methodology............................................................................................... 24 4.2 Questionnaire development ....................................................................................... 25 4.3 Training and pre-test .................................................................................................. 25 4.4 Free trial products and Interviews ............................................................................. 26 4.5 Data collection and analysis ...................................................................................... 27 CHAPTER 5: MARKETING PLAN FOR DEVELOPING BAKERY PRODUCTS FOR KIDS IN SUPERMARKETS .............................................................................................. 28 5.1 Company mission ...................................................................................................... 28 5.2 Market analysis .......................................................................................................... 30 5.3 Company’s current marketing status: ........................................................................ 35 5.4 Marketing plan for period 2012 - 2013...................................................................... 39 5.5 Marketing activities for marketing plan .................................................................... 41 5.6 Resource and budget for marketing plan ................................................................... 50 5.7 Implementation plan .................................................................................................. 54 5.8 Evaluations ................................................................................................................ 55 CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS ...................................... 57 REFERENCES .................................................................................................................... 59 APPENDIX.......................................................................................................................... 61 6 LIST OF FIGURES Figure 2-1: Puratos Group – key figures ...................................................................14 Figure 2-2: Evolution of the annual turnover (in Million €) .....................................14 Figure 5-1: Puratos Vietnam past 5 years’ growth ...................................................29 Figure 5-2: Puratos Vietnam sales forecast, growth forecast ...................................29 Figure 5-3: Age and sex distribution for the year 2010 ............................................31 Figure 5-4: Vietnam GDP annual % growth .............................................................31 Figure 5-5: Forecast foods consumption in Vietnam 2004-2014 .............................32 Figure 5-8: Customer’s acceptance price to buy bakery for their kids .....................45 7 LIST OF TABLES Table 3-1: Marketing mix from 4 Ps to 4 Cs as Lauterbon’s principle ....................20 Table 5-1: SWOT analysis – Puratos Vietnam .........................................................33 Table 5-2: Sales forecast, marketing budget forecast ...............................................36 Table 5-3: Marketing activities and budget plan ......................................................37 Table 5-4: Summary project’s objectives .................................................................40 Table 5-5: Project’s budget allocation (USD)...........................................................51 Table 5-6: Project implementation plan ....................................................................54 8 EXECUTIVE SUMMARY Regarding the market situation, company’s strategies and marketing budget as well as our position in Vietnam market, this marketing plan aims to provide a thorough understanding about current bakery products in supermarket and form a base for new development bakery products for kids, in order to achieve marketing objectives and gaining competitive advantage for Puratos, fulfill company mission of double sales of Puratos group in the period year 2010 to 2018 and particular target for Puratos Vietnam with 35% growth each year in supermarket channel. The is ongoing co-operative project between Puratos as ingredient supplier and Big C casino as retailer in Vietnam, and it is planned to be completed for 12 months from April 2012, starting from concepts, ideas development to fully implementation in all Big C supermarkets nationwide by April 2013. Free trial products in the research by quantitative nature and data analysis are considered main important activities of project when we applied in field survey for 900 samples in 3 Big C supermarkets in Hochiminh city in the South and Hanoi city in the North to represent for nationwide Vietnam to find out buying behaviors, products preference, important influencing factors on bakery products from kids’ perspectives to form a base of understanding for future products development for our target customer: kids. Budget for the project is fairly shared for both sides, in which Puratos is responsible for products developments by technical supports, products support during the survey and soft launching phases which are extracted from marketing budget and Big C own budget for their consumer promotion as well as communication activities. 9 From the ideas of this project we have very positive feedbacks from customer about our capability in consumer insight understanding, technical supports and ability to help them explore new sales opportunity. We are now on progress tracking sales performance, review and develop more new products and improvement packing as well as production cost to improve profit before official launching in April 2013. 10 CHAPTER 1: INTRODUCTION The first chapter gives overall information about the study: reasons we need to do, for what purposes, in certain extent of business status, the ways we do and significance of the study as well as how the thesis is structured. 1.1 Problem statement In the context of Vietnam economic is developing very well, bakery as one of big foods business is proving its aggressive growth in recent years, especially in supermarket channel, which make them become one of key customers in bakery ingredient business. Puratos, a business to business ingredient supplier, wants to take foothold in this important strategic channel by doing partnership marketing with key customers, aiming to gain long term relationship, and gaining sales to fulfill company business mission and marketing vision: Reliable partner in Business through project Development bakery products for kids in supermarkets. In the context of market competition is tougher with many new entering competitors, company budget is higher, only by developing new ideas, concepts for customers we can achieve our business purpose to secure constant sales growth 20% a year. 1.2 Study objectives The first objective of the study is to build a marketing plan for developing bakery products for kids in supermarket based on market survey results. From the marketing plan, we have better understanding about budget to spend versus marketing budget, as well as expected business results for company strategic decision making. Another important objective of this project is to make the base form for later studies for business development. The project was made for Puratos Vietnam supplier and Big C casino as big retailer in Vietnam which want to innovate new business opportunities in bakery products. The two companies need to develop a new range of bakery and patisserie 11 products specific for kids shopping in Big C supermarkets to enlarge current products portfolio and to increase sales. This is why thesis aims to provide information about bakery markets and retail business in Vietnam in order to find the right products to introduce to market. By fully deploying this new products range within one year, we expect to gain extra sales 10% on current bakery category at Big C supermarkets through 5 to 10 new products for kids, this can help Puratos to increase at least 7% incremental sales on current and new ingredient products. 1.3 Scope and scale of project The project scope is limited for only one specific customer: Big C Casino in Vietnam, which currently has 17 stores of hypermarkets and contributes around 20% sales revenue in total company sales, they are also very committed to long term investment in Vietnam market and for bakery category. Other supermarket customers are not in the extent of this project study due to un-relevant customer profile, not strong commitment to bakery category development or lacking of resource to do. By successful deployment to all Big C supermarkets, we expect the sales increase 7% - 10% from this project. The period of this marketing plan is 12 months from April 2012. 1.4 Research methodology Research methodology for project is simplified without involvement of professional market research agency, event agency due to constrain in budget. All were executed by dedicated Puratos sales and marketing staffs with cooperation from Big C bakery development team though desk research, in field research by quantity nature at 3 Big C supermarkets in Hochiminh and Hanoi city, and data statistic before giving out list of relevant products to develop. In this marketing plan, diverse information in current business context was put into analysis and 12 planning consists of marketing strategy, current activities, resource and result from interviews. 1.5 Significance of this study In overall, this study aimed to:  Gather best understanding about shopping behaviors of shoppers in Vietnam supermarkets.  Understand influencing factors in decision buying bakery products from kids and parents’ perspectives.  Understand preference selection in bakery assortment for kids.  Find out possibility to increase sales of bakery products in supermarkets. For Puratos, this is one of big cooperative marketing plan with big customer to make solid long term partnership and become real reliable partner in customer’s business, so it has critical meaning in making it perfect and applying for future similar marketing plan for other projects with other customers. 1.6 The study structure The project is structured with six chapters: this overall introduction part is as chapter 1. Chapter 2 introduces Puratos with its performance, vision, mission and marketing activities framework. In chapter 3, there will be reviews on literature on marketing plan which are used as framework to make project’s marketing plan. Chapter 4 discusses research methodology used in collecting and analysis data for the project. The project’s marketing plan starts from chapter 5 with the framework base on components discussed in theory part with market analysis and 4 Ps components analysis. Chapter 6 is conclusions and some recommendations for project. 13 CHAPTER 2: PURATOS INTRODUCTION Puratos is an international group with a full range of innovative products and application expertise in the bakery, patisserie and chocolate sectors. Products and services are available in more than 100 countries around the world, and in many cases actually produced there by our subsidiaries. Customers are artisans, industry, retailers and food service. We aim to be ‘reliable partners in innovation’ wherever we are in the world, and so help our customers deliver nutritious, tasty food for the communities they live in. Our head office is in Groot-Bijgaarden, near Brussels in Belgium. Entering Vietnam from year 1998, Puratos has been supplying bakery, patisserie and chocolate ingredients to almost bakery, patisserie customers in Vietnam as ABC, Duc Phat, Kinh Do, Tour les Jours, Bread Talk, Big C, Metro, Coopmart …and we are keen on the business to business sales strategy. 2.1 Vision, Mission and Values We believe that people will attach more and more importance to the quality of their food in the future. That is why we have adopted the unicorn, the famous mythological animal being a symbol of ethics and determination, to stand for our guarantee of safe, top-quality products A mission of excellence At Puratos, we are close to customers and consumers everywhere. We turn technologies and experiences from food cultures around the world into new opportunities to help customers be more successful with their business. 14 With long time experience in bakery products some key figures from group level and sales performance helps us more understand about Puratos. Figure 2-1: Puratos Group – key figures Source: Puratos’ website Figure 2-2: Evolution of the annual turnover (in Million €) Source: Puratos’ website 15 2.2 Puratos’ marketing activities and conceptual framework Market Intelligence, screening market: Market intelligence helps to line up solutions with consumer demand. By screening the market in various ways, we want to contribute to the aim we share with our customers: the development of their business. Through our network of subsidiaries and partners in over 100 countries worldwide, we can identify the latest trends at a very early stage. We are in frequent contact with more than 200,000 customers: artisans, supermarkets, foodservice and industrial concerns. On top of this day-to-day contact, we maintain an open and constructive dialogue with trade organizations and other food industry stakeholders. We are also closely in touch with consumers worldwide. The most important countries are continuously screened to analyze new trends and identify new business opportunities for our customers. In addition, we have developed two powerful tools to gain direct feedback and input from end-consumers: our Sensory Analysis service and our Sensobus. Sensory Analysis: With the unique sensory analysis service, we help you to understand and describe how consumers evaluate their products. In turn, it helps us to create products based on consumer preferences. The aim of these laboratories is to describe and compare bakery, patisserie and chocolate products and investigate consumer responses to them, while respecting the diversity of opinions that exists within and between different countries or regions. Sensobus: is a unique, fully equipped sensory analysis lab on wheels. It can host hundreds of consumers a day, near to where they actually buy their food. With our Sensobus, we can quickly discover what consumers prefer and help our customers and our researchers understand which solution fits best. 16 CHAPTER 3: LITERATURE REVIEW The literature review chapter will include definitions, comments and arguments related to marketing plan, analysis market status, marketing mix and resource planning from many organizations, professional marketers’ perspectives. This part is used as framework for marketing plan of project in latter chapter. 3.1 Marketing plan The American Marketing Association (AMA-2007) defines marketing as: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (Hakansson, Harrison and Waluszewski 2004). This definition, however, depend on context and nature of business, Business-to-business and consumer markets have differences which effects how they should be marketed (Rope 1998). In the B2B field the number of customers as well as suppliers is usually smaller and the communication between the seller and the buyer is more interactive and personal than when selling to consumers (Ford et al. 1998). Establishing a long-term relationship is also common in B2B buying whereas consumers may change the company that they buy from on daily basis (Jobber and Lancaster 2009). There are two general types of marketing plans: strategic and tactical or operational. Strategic marketing plans are usually made for the next three to five years. McDonald (2007) and Bowie and Buttle (2004) suggest that a tactical/operational marketing plan should be made on the basis of a strategic marketing plan and therefore the strategic long-term plan should be made first. When done on the basis of a strategic plan it uses the segmentation, targeting and positioning established in the strategic plan. A tactical marketing plan typically 17 covers a short time period, one year or less. It focuses more on details and the actual actions being taken (Bowie and Buttle 2004, McDonald 2007). This project as cooperation between Puratos and customer, based on company’s strategic marketing plan, is really going in ways of tactical marketing plan for a specific new range of products launching. There have been many books written about marketing planning but the basic content of a marketing plan is quite similar in each of these. In this thesis the components of a marketing plan from Wood’s (2003) book are used because the division of different parts was clear and the structure logical. These parts which are analysis of current market situation, SWOT analysis, marketing objectives, marketing mix and financial plans are examined in the following parts. 3.2 Market analysis The first stage of marketing planning is the analysis of the current market situation. This involves examining the current situation both inside and outside of the organization. The information gained from the analysis acts as a base for the SWOT analysis in which the main strengths, weaknesses, opportunities and threats of the organization are identified (Wood 2004). The main function of this market analysis is to get an understanding of what to expect from the markets that the company is entering to, what are the needs, problems and opportunities of that market. This information can then be used as a guide in the future marketing decision. PEST analysis is a well-known type of analysis that is often used in conducting a market analysis. The advantage of PEST analysis is that it makes organizations con-sider external factors that could be important to their business position and performance (Smith and Raspin 2008) PEST analysis includes evaluating political, economic, social and technological factors of the market. There 18 have been many variations made from the PEST model. These variations also include other factors to consider in addition to the four elements introduced in PEST (Smith, Raspin 2008). Wood (2004) has used political, economic, social and technological factors in her book’s external audit but has also included the evaluation of legal, cultural, eco-logical and competitive issues. Social and cultural factors affect the size and composition of markets and segments. These issues also have an impact on customers’ requirements, characteristics, attitudes and perceptions. Also demographic details should be examined when considering important social and cultural factors. For Business to Business selling the social and cultural trends that affect size and growth of the industry the company is selling to (Wood 2004). A SWOT analysis is a summary of the company’s key strengths and weaknesses in comparison to key opportunities and threats (McDonald 2002). Business relationships can also contribute to the organization’s strengths and weaknesses. Therefore the business relationships should be evaluated during the internal audit. It is important to consider the value added by suppliers and strategic alliance partners, the capacity, quality, service, commitment and costs of suppliers, changes in business relationships over time and level of dependency on suppliers (Wood 2004). Also according to Wood (2004) strength is a company’s internal capability that helps in achieving the organization’s goals, utilizing opportunities and defending from the threats. Weakness is the exact opposite to this. It may come in the way of achieving objectives or complicate the handling of opportunities and threats effectively. Opportunities and threats exist outside the organization and they cannot be changed from within the organization. They are circumstances that the company can take advantage of (opportunities) or circumstances that have to potential to harm the company’s performance (threats) (Wood 2004). The purpose of making a SWOT analysis is to match the company’s resources with the environment. 19 3.3 Marketing objectives, targeting and positioning Objectives: A marketing objective relates to what the organization is aiming to sell, how much and to whom. Defining objectives when making a marketing plan is important because they both set a direction for the marketing strategies and makes it possible to determine whether the strategies have lead to the desired outcome (McDonald, 2007). The marketing objectives should be defined in a way that when the marketing plan is implemented it is easy to see whether they were met or not. It is useful to express the objectives in clear terms for example percentages or other figures, rather than using terms such as increase, improve or maximize that lack proper measurability. Objectives serve the company most if they are in line with the mission statement, marketing budget and market situation (McDonald 2007, Westwood 2006). Targeting: In product specialization the company makes a certain product that can be modified to different customer groups, and sells it to more than one segment. The company has thus the possibility to build a strong image in the product area that they have chosen. Market specialization includes concentrating on serving many needs of a certain customer group (Kotler 2003). In business to business, to be successful in cooperative development with customer, the seller should have very clear understanding on their clients’ consumer targeting and try to match our products with that direction, especially for large customers. Positioning: Positioning means designing the company’s offering and image so that it has a distinctive place in the chosen markets (Kotler 2003). Basically positioning is the act of differentiating the company’s products or services from those of competitors. In B2B marketing positioning is communicated via personal selling, sales promotion, advertising and trade shows. Bingham, Gomes and Knowles (2005) introduce six positioning strategies for B2B marketing: positioning by technology, 20 quality, price, distribution, image and service. A company can also differentiate from competitors by offering additional services that competitors’ service package is lacking (Kotler et al.-1996). 3.4 Marketing mix 4P’s to 4C’s The major marketing management decisions can be classified into one of the following four categories, known as the 4 P’s of marketing (product, price, place, and promotion) or the Marketing Mix (Quick MBA, 2004) and a company normally uses several different tools in their marketing strategy. In correspondent to 4 Ps, today organizations need to adopt the four Cs customer, cost, convenience, and communication - to achieve organizational objectives. Coined by Robert F. Lauterborn, co-author of The New Marketing Paradigm: Integrated Marketing Communications (NTC Business Books- 1997), the four Cs encourage us to operate our organizations from the customer’s perspective. Lauterborn advises the following: Table 3-1: Marketing mix from 4 Ps to 4 Cs as Lauterbon’s principle Seller’s view Buyer’s view The Marketing mix Product Customer wants and needs Price Customer's cost Place Customer's convenience Promotion Communication Forget product: Study Consumer wants and needs. You can't sell whatever you can make any more. You can only sell what someone specifically wants to buy. 21 The feeding frenzy is over; the fish are out of school. Now you need to explore them one by one, with something each particularly wants. Forget price: Understand the consumer's cost to satisfy that want or need. Price is almost irrelevant; dollars are only one part of cost. What you're selling against if you're selling hamburgers is not just another burger for a few cents more or less. It's the cost of time to drive to your place, the cost of conscience to eat meat at all, versus perhaps the cost of guilt for not treating the kids. Value is no longer the biggest burger for the cheapest price; it's a complex equation with as many different correct solutions as there are subsets of customers. Forget place: Think convenience to buy. People don't have to go anyplace any more, in this era of catalogs, credit cards and phones in every room. On the other hand, when they do decide to go somewhere, it's no longer only to Kroger's. What's a poor marketer to do? Think beyond those nice, neat distribution channels you've set up over the years. Know how each sub-segment of the market prefers to buy, and be ubiquitous. Forget promotion: The word is communication. All good advertising creates a dialogue. Promotion is us out, manipulative, 1960s. Communication is from the buyer – in cooperative, 1990s. That contrast is in the fact the fundamental difference between the Four P's, which served so well for so long, and the Four C's, which may be the formula for success as we leave the second millennium. Product, price, place and promotion are passed. Consumer wants and needs, cost to satisfy, convenience to buy and communication or the catechism for our times (Bob Lauterborn - 1990). Lauterborn’s approach isn’t a marketing fad. It’s a fundamental shift in management philosophy and practice, primarily in response to dramatic changes in how people decide to purchase. So, while the product or service is an essential ingredient, it’s pointless without a customer. Pricing affects profits, but only to the extent that the customer will buy at your price points.
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