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PRINCIPLE OF MARKETING
- MARKETING PLAN -
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Marks:

Teacher’s comment:

TABLE OF CONTENTS

Page
1.0 EXECUTIVE SUMMARY 1

2.0 SITUALTION ANALYSIS 3 2.1 Customer analysis 3 2.2 Marketing analysis 4 2.3 Competitor analysis 5 2.4 Target market 7

3.0 SWOT ANALYSIS 9 3.1 Strengths 10 3.2 Weakness 12 3.3 Opportunities 13 3.4 Threats 14

4.0 MARKETING OBJECTIVES 15

5.0 MARKETING STRATEGY 17 5.1 Target marketing 17 5.2 Marketing mix 17 5.2.1 18 5.2.2 Price strategy 21 5.2.3 Distribution strategy 24 5.2.4 Promotion strategy 24

6.0 FINANCIALS 28

7.0 CONTROL 29
Because of her inclination towards more sophisticated tastes, and because she likes to try new products on her own, she thinks this bottle is worth the price. Because of her busy schedule, Trinh prefers to save time as much as she can. Thus, she decides to buy two bottles. One to quench her immediate thirst, and another one that she wants to save for later in the day. She sees that the packaging is so convenient and easy to carry, and so when she exits the store, she puts the second bottle in her backpack. She attends all of her classes. During her break, she always hangs out with her friends. A lot of them are drinking from different “Khong Do Green Tea” flavors. She opens her second bottle, since she had such a great experience with the first one. She liked that the beverage was so unusual, yet refreshing. The drink surpassed many of her expectations. She has no doubt about it. Trinh will continue to buy Khong Do Green Tea for its good taste, and also because at her age, she sees it is the coolest trend right now.

2.2 MARKET ANALYSIS - Consumption: The sales volume for the ready-to-drink products segment in Vietnam has reached 1,200 billions VND in 2007 for a volume of 125.9 million liters. This product segment has shown a steady growth since 2006: an increase of 13.5% over a period of 3 years. The consumption rate per capita in 2007 has reached 3.94 liters, which represents a 4.0% increase compared to 2006. The growth of this