1 plan tam chap nhan duoc cua Grow Plus+

1. Duong Quoc Hung
Le Thi Hoa
Nguyen Hoang Linh
Pham Thuy Duong
Nguyen Khanh Huyen

2. OUTLINE
Current
Situation
Target
customer
Competitor
Analyses
Marketing solution

3. Dielac Grow Plus: 21.9%
Others: 38.8%
Grow Plus+: 38.8%
Nielsen’s Research From 1/2017 to 12/2017
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Grow Plus+
Pediasure
Others
Nationwide powdered milk segment
1/2017 - 12/2017
Nationwide infant formula milk market share 2017
I. CURRENT SITUATION

4. Now available in:
Large Supermarkets:BigC, Metro, Coopmart,…
Retail Stores
Online Shopping Channels: Lazada, Shopee, Sendo,…

5. Strengths:
 The word – of – mouth effect of Grow Plus+ is still very good
 Customer choose us because of good quality and cheap price.

6. Weaknesses and Problems:
 Packaging’s design is not reasonable
 Scandal of poisoning 73 primary students in Dong Nai
 Vinamilk had the same product with us

7. Main consumer: malnourished children above 6 months of age
Main market: Nutritious powdered milk market
Main customer: Parents
Reason customer bought Grow Plus+: Good quality with half of price as
foreign milk
=> Based on that expectation, we have greatly improved the quality of our
products so that malnourished children can grow stronger and bigger, and
make the customers feel secure and satisfied with Grow Plus+
II. TARGET CUSTOMER

8. III. COMPETITOR ANALYSES

9. Strengths:
 Foreign brand
 America standard quality
Weaknesses:
 High price
 No diversity
=> Competeonprice

10. Strengths:
 Ideal replacement for cow’s milk
 Become trend these years
Weaknesses:
 Not popular
 High price
=> FocusonMarketing

11. Strengths:
 Long lasting brand
 Good taste with low price
Weaknesses:
 Product is not effective
 No diversity
 Defeatthembyquality& Product Diversity

12. Strengths:
 Biggest & long lasting brand
 Low price & many promotion
activities
Weaknesses:
 Quality isn’t effective
=> Defeat by quality

13. Pediasure Goatamil
Success Factors Number Evaluation Score Evaluation Score
Branding 0.15 4 0.6 1 0.15
Product Diversity 0.1 3 0.3 1 0.1
Product Quality 0.25 4 1.0 4 1.0
Price Structure 0.2 1 0.2 1 0.2
Distribution 0.1 4 0.4 1 0.1
Marketing 0.1 3 0.3 1 0.1
Ads/Promotion 0.05 2 0.1 1 0.05
Customer Service 0.05 2 0.1 2 0.1
Total 1.0 3.0 1.8
MATRIX OF COMPETING PROFILE

14. Dutch Lady Complete Dielac Grow Plus
Success Factors Number Evaluation Score Evaluation Score
Branding 0.15 4 0.6 4 0.6
Product Diversity 0.1 3 0.3 4 0.4
Product Quality 0.25 3 0.75 2 0.5
Price Structure 0.2 4 0.8 4 0.8
Distribution 0.1 3 0.3 4 0.4
Marketing 0.1 3 0.3 4 0.4
Ads/Promotion 0.05 3 0.15 3 0.15
Customer Service 0.05 2 0.1 2 0.1
Total 1.0 3.3 3.32
Grow Plus+
Success Factors Number Evaluation Score
Branding 0.15 3 0.45
Product Diversity 0.1 4 0.4
Product Quality 0.25 4 1.0
Price Structure 0.2 4 0.8
Distribution 0.1 3 0.3
Marketing 0.1 2 0.2
Ads/Promotion 0.05 2 0.1
Customer Service 0.05 3 0.15
Total 1.0 3.4

15. IV.MARKETING SOLUTION
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
PROCESS

16.  Re-design the packaging,
shorten the information on it
 Create more favors
PRoduct

17.  Expand distribution to retail
stores in rural areas or industrial
parks
Place

18.  Advertise about our “new
product” on VTV, newspapers,
online shopping channels, …
 Invite Oc Thanh Van as
ambassador of the brand
PROMOTION

19.  Invite Oc Thanh Van to visit
factories
 Make a TV shows of
interviewing her about her
react
PROcess

20. Re – design the packaging => Press conference to announce new
product => Invite Oc Thanh Van as ambassador of the brand => Do
advertisement on television and newspaper about new product
and sale off program => Do a tv show with Oc Thanh Van about
visiting factories => Discount for new product in supermarkets.
MARKETING CAMPAIGN