Kinh Do Corporation is developing a sales strategy for 2015. It aims to expand into new product categories like noodles and cooking oil while maintaining its confectionery business. The strategy involves segmenting customers, analyzing strengths, weaknesses, opportunities and threats, and setting objectives to increase market share and bring products to new rural areas. Kinh Do will focus on supermarkets and schools, and pursue partnerships to help its brands grow.
Kinh Do Corporation is one of the largest snack food producers in Vietnam. It was established in 1993 and has grown to include 5 companies, 4 production facilities, over 8,000 employees and annual exports of $10 million. Kinh Do has a strong domestic market presence with products distributed across 64 provinces through 150 distributors and 40,000 retail outlets. However, it faces threats from increasing competition and potential economic instability. The marketing plan evaluates Kinh Do's strengths in brand recognition and distribution against weaknesses like a lack of delivery and limited product variety, and examines competitive threats from companies like Bibica and Quang Ngai Confectionery.
Phân tích chính sách thâm nhập thị trường của heineken tại Việt Namluanvantrust
LINK DOWNLOAD:https://sividoc.com/vi/document/chinh-sach-tham-nhap-thi-truong-cua-heineken
Phân tích chính sách thâm nhập thị trường của heineken tại Việt Nam
The document provides a strategic business plan for METRO Cash & Carry Vietnam to increase sales of Vinamilk products over the next year. The plan identifies Vinamilk as a leading dairy producer in Vietnam with a diverse product portfolio. It performs a SWOT analysis and identifies supermarkets and schools as key target markets. The plan's goals are to reach $8 million in sales, add 2 new distributors, and increase customer loyalty and retention through new products and feedback.
Kinh Do is Vietnam's largest confectionery company. It entered the mooncake market in 2002 and has become the market leader with 76% market share. Kinh Do mooncakes enjoy 100% brand awareness and 71% top of mind awareness in Vietnam. The company aims to grow the total mooncake market by making the Mid-Autumn festival occasion more important and creating new needs. Kinh Do mooncakes are positioned as gifts to share love and cherish relationships during the Mid-Autumn festival season.
Kinh Do Corporation is one of the largest snack food producers in Vietnam. It was established in 1993 and has grown to include 5 companies, 4 production facilities, over 8,000 employees and annual exports of $10 million. Kinh Do has a strong domestic market presence with products distributed across 64 provinces through 150 distributors and 40,000 retail outlets. However, it faces threats from increasing competition and potential economic instability. The marketing plan evaluates Kinh Do's strengths in brand recognition and distribution against weaknesses like a lack of delivery and limited product variety, and examines competitive threats from companies like Bibica and Quang Ngai Confectionery.
Phân tích chính sách thâm nhập thị trường của heineken tại Việt Namluanvantrust
LINK DOWNLOAD:https://sividoc.com/vi/document/chinh-sach-tham-nhap-thi-truong-cua-heineken
Phân tích chính sách thâm nhập thị trường của heineken tại Việt Nam
The document provides a strategic business plan for METRO Cash & Carry Vietnam to increase sales of Vinamilk products over the next year. The plan identifies Vinamilk as a leading dairy producer in Vietnam with a diverse product portfolio. It performs a SWOT analysis and identifies supermarkets and schools as key target markets. The plan's goals are to reach $8 million in sales, add 2 new distributors, and increase customer loyalty and retention through new products and feedback.
Kinh Do is Vietnam's largest confectionery company. It entered the mooncake market in 2002 and has become the market leader with 76% market share. Kinh Do mooncakes enjoy 100% brand awareness and 71% top of mind awareness in Vietnam. The company aims to grow the total mooncake market by making the Mid-Autumn festival occasion more important and creating new needs. Kinh Do mooncakes are positioned as gifts to share love and cherish relationships during the Mid-Autumn festival season.
Highlands Coffee aims to be the leading high-grade retail coffee brand in Vietnam. This report analyzes external factors affecting Highlands Coffee's strategy at one of its popular locations in Hanoi. It summarizes the shop's target customers as young professionals and foreigners, and customers' expectations of high quality drinks in a comfortable atmosphere. It also outlines the competitive coffee shop market and Highlands Coffee's positioning as a premium brand offering specialty coffee and ambiance. The report provides recommendations to improve service quality and address bottlenecks.
Tiểu luận môn Nghiên cứu thị trường: Phân tích các yếu tố ảnh hưởng đến quyết định mua bia Tiger của khách hàng tại Bình Dương cho các bạn làm luận văn tham khảo
Chiến lượt tiếp thị mì HẢO HẢO, Tiếp cận khách hàng theo cách KHÁC BIỆTLịch Âm Hôm Nay
CHIẾN DỊCH TIẾP THỊ MÌ HẢO HẢO THÔNG QUA KÊNH DIGITAL MARKETING.
1. ĐỊNH VỊ: HẢO HẢO LÀ MÌ CÓ HƯƠNG VỊ CHUA CAY ĐỘC ĐÁO & KHÁC BIỆT.
2. THÔNG ĐIỆP TRUYỀN THÔNG: HẢO HẢO CHUA CAY THẤY NGAY KHÁC BIỆT
3. TAGS: Marketing, Digital Marketing, Digital Marketing Campaign, Digital Marketing Trend. Digital Marketing Branding
- NHÓM THỰC HIỆN: HẢO HẢO
- KHOÁ: DMC39
- SCORE: 61 (GUINNESS)
Kinh Do Corporation is a Vietnamese food production company seeking to expand into new product categories like noodles and cooking oil. The document provides a sales strategy for 2015, including segmenting customers, identifying strengths/weaknesses/opportunities/threats, and setting objectives. The objectives are to focus on "Food & Essential" products, target supermarkets and schools, and expand partnerships. Customer segmentation includes current large distributors and a plan to focus more on supermarkets and grocers to market new noodles and oil products.
Kinh Do bakery is one of the most famous bakery companies in Vietnam. Founded in 1993, it now has over 150 distributors and exports its products to 20 countries. The company aims to provide high quality products to customers and expand its market share domestically and abroad. It plans to increase revenue 12.9% in 2014 through diversifying its product portfolio and pursuing strategic partnerships in industries like instant noodles, cooking oil, and coffee.
Highlands Coffee aims to be the leading high-grade retail coffee brand in Vietnam. This report analyzes external factors affecting Highlands Coffee's strategy at one of its popular locations in Hanoi. It summarizes the shop's target customers as young professionals and foreigners, and customers' expectations of high quality drinks in a comfortable atmosphere. It also outlines the competitive coffee shop market and Highlands Coffee's positioning as a premium brand offering specialty coffee and ambiance. The report provides recommendations to improve service quality and address bottlenecks.
Tiểu luận môn Nghiên cứu thị trường: Phân tích các yếu tố ảnh hưởng đến quyết định mua bia Tiger của khách hàng tại Bình Dương cho các bạn làm luận văn tham khảo
Chiến lượt tiếp thị mì HẢO HẢO, Tiếp cận khách hàng theo cách KHÁC BIỆTLịch Âm Hôm Nay
CHIẾN DỊCH TIẾP THỊ MÌ HẢO HẢO THÔNG QUA KÊNH DIGITAL MARKETING.
1. ĐỊNH VỊ: HẢO HẢO LÀ MÌ CÓ HƯƠNG VỊ CHUA CAY ĐỘC ĐÁO & KHÁC BIỆT.
2. THÔNG ĐIỆP TRUYỀN THÔNG: HẢO HẢO CHUA CAY THẤY NGAY KHÁC BIỆT
3. TAGS: Marketing, Digital Marketing, Digital Marketing Campaign, Digital Marketing Trend. Digital Marketing Branding
- NHÓM THỰC HIỆN: HẢO HẢO
- KHOÁ: DMC39
- SCORE: 61 (GUINNESS)
Kinh Do Corporation is a Vietnamese food production company seeking to expand into new product categories like noodles and cooking oil. The document provides a sales strategy for 2015, including segmenting customers, identifying strengths/weaknesses/opportunities/threats, and setting objectives. The objectives are to focus on "Food & Essential" products, target supermarkets and schools, and expand partnerships. Customer segmentation includes current large distributors and a plan to focus more on supermarkets and grocers to market new noodles and oil products.
Kinh Do bakery is one of the most famous bakery companies in Vietnam. Founded in 1993, it now has over 150 distributors and exports its products to 20 countries. The company aims to provide high quality products to customers and expand its market share domestically and abroad. It plans to increase revenue 12.9% in 2014 through diversifying its product portfolio and pursuing strategic partnerships in industries like instant noodles, cooking oil, and coffee.
Kinh Do bakery is one of the most famous bakery companies in Vietnam. Founded in 1993, it now has over 150 distributors and operates stores across 64 provinces. The company aims to provide high quality products to customers and expand its market reach. It is working to diversify into new industries like instant noodles, cooking oil, and coffee through partnerships and investments.
This marketing plan is for Tesco Stores (Malaysia) Sdn Bhd, a subsidiary of British retailer Tesco operating in Malaysia. The plan covers situational analysis, objectives, strategies, and marketing elements. Key competitors in Malaysia include Giant, Carrefour, and Jusco, who compete on price, variety of products, and shopping experience. A SWOT analysis identifies Tesco's strengths in brand, customer service and prices, as well as opportunities for growth, but also weaknesses in over-reliance on the UK market and threats from economic declines and competitive pressures. The plan analyzes Tesco's target Malaysian customers and outlines segmentation, targeting, and positioning strategies.
The document provides a financing plan for Mymuesli, a German startup that allows customers to customize their own muesli cereal combinations online. It summarizes the company's origins and business model, analyzes the breakfast cereal market and Mymuesli's position within it, and evaluates various valuation techniques to determine Mymuesli's current valuation for potential investors. The breakfast cereal market is large but established, so Mymuesli's customization approach provides a unique value proposition. However, it operates in a competitive industry dominated by giants like Kellogg's and General Mills. The document concludes with a discounted cash flow valuation of Mymuesli to inform financing decisions.
This document provides details about Biti's, a Vietnamese footwear company, including:
- Biti's was established in 1982 in Ho Chi Minh City and produces various shoe types like hunters, sandals, sports shoes, running shoes, soccer shoes, and slippers.
- The document discusses Biti's vision, mission, growth expanding to 40 countries, and recent marketing strategies like developing their Gosto brand and online sales.
- Customer characteristics that Biti's caters to are discussed, including targeting all ages from children to elderly based on their needs at different life stages.
Mudman provides a quarterly financial report for 1Q2017. Revenues were THB 738 million, flat year-over-year growth due to economic slowdown. EBITDA was THB 63 million, with an 8.6% margin, lower than 1Q2016 due to higher SG&A expenses. Store count was 433, down from 441 in 4Q2016. Key financial metrics such as revenues, EBITDA, margins, and store count are analyzed to evaluate performance.
This document provides a strategic account business plan for Metro Cash & Carry Vietnam to increase sales of Vinamilk products over the next year. The plan includes a SWOT analysis of Vinamilk, identifies supermarkets and schools as target markets, and sets a sales target of over $8 million by adding 2 distribution partners and increasing sales volume. The sales strategy involves expanding to current and new customers, obtaining feedback, and anticipating future needs to build customer loyalty and retention.
International Marketing Communications: McDonald's FranceAnna Rellama
This document provides a situational analysis and marketing communications plan for McDonald's in France. It analyzes external issues like competition from other fast food chains and French culture. Internally, it examines McDonald's current marketing strategies, positioning, and communications. The plan proposes targeting multiple customer segments in France with tailored communications strategies across different media like internet, TV, radio and print. The overall goal is to help improve McDonald's brand equity in France.
This document is a marketing plan for a new chocolate product called RedGiant from Mars Incorporated. It includes an abstract describing the product as a strawberry-filled chocolate bar and outlines analyzing the political, economic, and socio-cultural environment in the UK. It then discusses Mars Incorporated as a global company and leader in the chocolate industry. The document performs a PEST analysis of the UK market and concludes the political, economic, and social factors provide opportunities for successful market penetration of the new RedGiant product.
This document provides information about Johnson & Johnson, including:
1. A group of 5 students proposed the slogan "Caring for you from the beginning, to the very end!" for Johnson & Johnson.
2. Johnson & Johnson was founded in 1886 and has since pioneered many health and consumer products and expanded globally through acquisitions.
3. The document outlines Johnson & Johnson's vision, mission, objectives, organizational structure, market analysis, and SWOT analysis. It recommends strategies for the company to increase R&D and highlight the value of its products to increase market share.
The document summarizes a business plan for a chocolate manufacturing company in Bangladesh. The company will be a partnership that produces premium chocolates for both the domestic and export markets. It will have different types of chocolates and target customers of all ages across Bangladesh. The plan outlines marketing, finance, operations, and management sections including production processes, suppliers, organizational structure, and potential risks.
This document is a business plan for a puto cheese business. It includes an executive summary that describes puto cheese as soft, fluffy Filipino steamed cakes filled with cheese. It outlines the organization structure of the business with 3 initial employees and their roles. The vision is to introduce another renowned puto product at a cheap price that customers will enjoy. Objectives, financial statements, problems encountered, suggestions and recommendations are also provided to support the business plan.
Tesco is a UK-based grocery retailer founded in 1919. It opened its first store in 1931 and now operates over 6,000 stores across 12 countries. Tesco aims to earn customer loyalty through value and a varied product range. While successful in the UK, Tesco struggled in the US market. To expand globally, Tesco must consider local competition, trends, and adapt its strategies. Tesco works to strengthen customer connections through research, personalized services, social media, and gathering feedback to improve the shopping experience.
The document discusses marketing strategies for the real estate market in Vietnam in 2013. It notes that the real estate market, especially in Hanoi and Ho Chi Minh City, continued to face difficulties in 2013 with rising supply and falling prices of apartments and villas. The document then examines different dimensions of market strategies an organization can adopt, including market scope strategy, market geography strategy, market entry strategy, market commitment strategy, and market dilution strategy. It provides examples of how companies have implemented each of these strategies. The document evaluates how suitable each strategy would be for products/services in the Vietnamese real estate market given the industry environment and competitive forces.
MBA Strategic Management Assignment: Business Level Strategy and Corporate L...Rofidah Azman
Tesco has implemented several corporate and business level strategies to achieve growth and success in Malaysia. At the corporate level, Tesco utilizes a low price strategy through everyday low pricing, focuses on customers to earn lifetime loyalty, and grows through programs like their Club Card scheme, green Club Card, own brands, and payment services. At the business level, Tesco pursues cost leadership, market development, product development, and market penetration. They analyze industry factors through PESTEL, Porter's Five Forces, and evaluate strategies using the BCG matrix. Overall, Tesco's strategies aim to strengthen their core UK business while driving expansion in Malaysia through a consistent focus on customers, communities, and employees.
This document discusses McDonald's marketing process and strategies. It explains that McDonald's evaluates market circumstances, develops marketing strategies and mixes, and executes and controls their plans. McDonald's orientation is focused on customers and satisfying their needs better than competitors. This benefits McDonald's but also increases some costs. The document also discusses how McDonald's considers micro and macro environmental factors that influence their marketing decisions, such as customers, competitors, suppliers, and economic, technological, demographic and political conditions in different regions.
Moonshine is a new subsidiary of the Local Corporate Group focused on luxury chocolates. The summary discusses Moonshine's legal structure as a separate subsidiary, mission to be the leader in luxury chocolates, and goals of providing high quality products and services while working globally. It also mentions analyzing competitors and justifying luxury goods behavior to understand the financial prospects for Moonshine.
This CV summarizes Truong Thi Thu Thao's background. She is a female student born in 1993 currently studying for a Bachelor's degree in Business Administration at Science of University in Vietnam. Her work experience includes positions as a promotion girl for Abbott Laboratories, English tutor, and receptionist. She is proficient in Microsoft Office applications and has good English language skills. Her interests include reading, traveling, and volunteering.
The document provides information on Ford Motor Company's mission, vision, strategies, products, competition, and recommendations. It analyzes Ford using several matrices:
1) SWOT analysis shows Ford has strengths and opportunities but also weaknesses and threats. Recommendations focus on markets, innovation, and risk management.
2) EFE matrix gives Ford an average score of 2.39 on opportunities and threats. Opportunities include new models and fuel efficiency. Threats include high emissions and competition.
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This document contains information about Green Source Electronic Company, including their mission statement of "You BUY, We CARE", an electronics specialist job description, organizational chart showing the CEO and various vice presidents overseeing different departments, an action plan template with steps to solve problems, a code of ethics focusing on responsibilities to products, customers, employees, community and environment, and a section on future plans.
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6. 1 EXECUTIVE SUMMARY
Domestic confectionery industry condition:
Confectionery is known as one of the sectors growth and stability in
Vietnam. The role of confectionery industry is increasingly asserted while
holding a large proportion of the food industry (up from 20% to 40% in 10
years).
Vietnam currently has 30 manufacturing enterprise scales. This is about
1,000 small manufacturing base and a number of companies are importing
foreign candy. The local firms dominate the market, in which the market
now accounts for a large proportion (Kinh Do Corporation, Hai Ha
Confectionery JSC, JSC BIBICA) is 42%, other 38% now. Goods imports
accounted for only 20%.
Kinh Do corporation try to make some strategic for sales marketing:
• Promotional activities increase in packaged food due to the poor
economy
• Health awareness continues to influence new product development and
marketing campaigns
• Tougher competition encourages local manufacturers to make more
efforts to remain competitive
• Private label becomes more popular in packaged food
• A positive outlook for packaged food over the forecast period
Recognizing consumers are increasing for health problems related to sugar
intake, so obesity, diabetes or high blood pressure are considered to be a
major problem for manufacturer’s cake candy. Therefore, to meet the
diverse needs of different customer groups, the company is moving in the
direction of investment products and confectionery functional health
benefits.
Moreover, after a long time stable operation in the confectionery industry,
KDC is making an important turning point in deciding deeper into fast
moving consumer goods (FMCG) sectors such as food and beverages.
Specifically, Kinh boost investment in three items: noodles
(comprehensive cooperation with Saigon Vewong), vegetable oil (24% of
3
7. Sales Strategy
the shares purchased Vocarimex, towards raising the level of investment
up 51%).
1.1 Background
In the long term, the confectionery industry continues to be identified with
strong growth potential due to factors such as young generation, healthy
awareness of the increasing, along with the investment in the sector is
growing.
Kinh Do Corporation is a business group of Vietnam with an emphasis
on food production, including baked goods, confections, snacks and soft
drinks. Kinh Do is operating with a range of Strategic Business Units,
includingthebrandnamesofMerino,Celano,Solite,AFC,Cosy,Slide,Sachiandsoon.
EachoftheseSBUshas particular mission and goal, which can be planned
independently towards others.
The corporate group also includes companies in the fields of financial
services, real estate and a retail bakery chain. Kinh Do Corporation manages
a wide range of brand names like buns, cookies, crackers, snacks, cakes, ice
creams, moon-cakes. And instant noodles, cooking oil are the two new
products that come onto the market in 2015.
Kinh Do is a well-known brand in Vietnam, it was confirmed by the heart of
the founders, quality products and the trust of consumers. In 1993, Kinh Do
was found by Tran Kim Thanh with net income 14 billion VDN and 6000
labors. Now, Kinh Do Corp. is developing many stores at HCM city and
spread out 64 provinces with more 150 distributors.
1.2 Objectives
In FMCG, noodles are suitable for stepping into other business areas of
staple foods. According to Nielsen, the noodles outlets across the country
more than the confectionery outlets. If business success noodles, then from
the distribution point is, sold more other essential foods with wheat will
come easier. There are specific essential food items, we will soon be
announced to the market. The goal of the business is aimed at the family
kitchen Vietnam, so instant noodles, cooking oil, sauces, etc. will be the
4
8. Sales Strategy
main products in 2015. Besides, there are many other products launched in
the near future.
On the road ahead, Kinh Do Company has 3 main objectives in the future
plan:
• First, KDC will focus on the some areas of business strategy "Food &
products essential" to bring "happiness" to everyone.
• KDC focus on supermarkets and schools by directive and in-directive
way.
• Expanding the joint venture, association, cooperation with partners,
bringing the brand grows economic.
KDC will continue to seek investment opportunities in companies consistent
with the strategy of food and essential products (food & flavor).
1.3 Overview
Kinh Do’s strength:During 1994-2012, Kinh Do has launched one after
another: snack (1994), cookie (1996), bakerycake (1997), moon cake (1998),
chocolate (1998), Solite soft cake (2005), Wei Yo yogurt (2007) andSachi
rice snack (2012). Therefore, Kinh Do workforce acquired professional skills
and tactics in promoting new product to their customers, dealers, and
intermediaries. And on strategic scope, Kinh Do Directorsand senior
managers also acquired experience inmanaging resources forpromotional
campaigns, and inamplifying their reputation advantages for instant noodle:
• Kinh Do’s experience in launching new products
• Expansive distribution network
• Food safety production system
• Long-established relationship between
• Stable financial situation
5
9. Sales Strategy
2 REASONS OF PLANNING FOR
THE YEAR 2015
Kinh Do Corp. wants to achieve more and more in the future:
• Gaining the high consumption amount of instant noodle
• Becoming the 4th
rank on instant noodle consumptioninVietnammarket
• Socialtendencyfast-movinglifestylelikepeoplespendmoreonpackaged food
• Toimpulsetheexpansioninuntappedruralareas
3 CUSTOMER SEGMENTATION
• Current: Kinh Do has 200 distributors, 200.000 retailers over the domestic
and international markets. The table below lists some the main wholesalers/
retailers/ distributors of Kinh Do Coperation in Viet Nam.
Wholesalers/Retailers/Distributors Contact
230 Nguyen Trai Street, District 1,
Nguyen Cu Trinh Ward, HCMC
Tel: 08.38370799-38379088
Fax: 08.39256788
Email:
donghung@aeoncittimart.vn
119-205 Nguyen Thai Hoc, District 1,
Pham Ngu Lao Ward, HCMC
Tel: (84-8) 38.360.143
Fax: (84-8) 36.370.560
Email:
chamsockhachhang@coopmart.vn
6
10. Sales Strategy
Email: customer-service@bigc-
vietnam.com or dichvu-
khachhang@bigc-vietnam.com.
Ms. Lien/ Ms. Thao
Tel: 3775-1888(ext. 307, 303)
Email:
lottevietnamshopping1@gmail.com
An Phu – An Khanh new
residence, District 2, An Phu
Ward, HCMC
Tel: + 84(0) 8 3 5190 390
Fax: + 84(0) 8 3 5190 373
Email: contactus@metro.com.vn
• In 2015: Kinh Do will launch new products, there are cooking oil and instant noodles.
Kinh Do has to have the places to market, promote and sell them and make them become
well-known to the end users so the best place is supermarkets and groceries. Hence, Kinh
Do absolutely needs to focus more on those places and maintains the business with them.
Besides, Kinh Do still has to maintain the partnership with other distributors and
retailers/wholesalers to gain profit.
4 SWOT
The purpose of making SWOT is to analyze strength , weakness as well as
opportunities to prepare suitable marketing strategy for Kinh Đô Corporation
in the long run .
The micro environment :
STRENGTHS
Kinh Đô Corporation is well known for its professional leaders in the risky
world of stocks that requires good vision and strategic planning .
Moreover, the company has overcome the economic crisis in the past five
years which proved that the leaders are able to forecast the risk and create
7
11. Sales Strategy
appropriate strategic planning as well as exit strategy for the company to
ensure the sustainable development .
Modern production line was invested . Production technology was
overestimated in compared to the peers . Specifically:
- The Europe production line for Crackers worth 2 million USD with a
capacity of 20 tons / day was put into production in 2000 .
- The Denmark production line for Cookie worth 2 million USD with a
capacity of 10 tons / day was put into production in 1996.
The huge sale department was trained by the company . Kinh Đô
Corporation also implements new policies to main human resources and
attract talent . Besides , the company builds up human resource
management team to keep up with the growth and expansion of the
company in the future .
WEAKNESSES
Kinh Đô Corporation are focusing on business sector like financial
investment, real estate, stocks which affects confectionary business .
A global development requires high qualified human resources .
A family business will prevent the promotion of good workers .
The macro environment :
OPPORTUNITIES
Trend in international economic integration and export promotion policies .
Science and technology increases enables developers to create application
of modern technology in order to meet the criteria of the domestic and
export market .
The increasing in income represents for a potential domestic market .
The export market has great potential as trade barriers (tariff ) are abolished
.
8
12. Sales Strategy
The local competitors are small and weak .
THREATS
Competitors appear more and more when Vietnam joined World Trade
Organization
Intensity of competition will be higher
Substitute products appear
The export market gets more difficult due to high standard of food safety
Brain drain ( Talent works for international companies )
5 COMPETITORS ANALYSIS
Kinh Đô Bibica
ABC
(Asia Bakery
&
Confectionery)
Leaders 1. Tran Kim
Thanh: CEO,
Chairman of
the Board.
2. Tran Le
Nguyen: Vice
Chairman,
General
Manager.
3. Vuong Ngoc
Xiem, Vương
1. Jung Woo Lee:
Chairman of the
Board
2. Truong Phu
Chien: Vice
Chairman,
General
Manager
3. Phan Van
Thien-Nguyen
Quoc Hoang:
1. Kao Sieu Luc:
Chairman of the
board, CEO
9
13. Sales Strategy
Buu Linh: Vice
President.
Vice President
Headquarter
Thu Duc
District, Ho
Chi Minh
city
Tan Binh
District, Ho
Chi Minh city
Binh Tan
District, Ho
Chi Minh city
Revenue
4600
Billions:
• Before tax: 612
billions
• After tax: 500
billions
1052.8
Biillions:
• Before tax:
57.58 billions
• After tax: 44.94
billions
Type of company
Joint-stock
company
Joint-stock
company
Family
company
Strengths • High product
quality
• Well trained
staff
• Popular leaders
• Strong
brand/Well
known
• Price
segmentation
(suitable to all
people)
• Big market
• High
technology
• Consumer
gained trust
• Vietnam honor
of high quality
1997-2006
• One of 100
Vietnam
strongest brands
• The Company's
products are
sold primarily in
domestic market
• Revenue from
domestic
consumption
accounts for
96% - 97% of
total company
revenue
• Sales in the
Mekong Delta,
42 distributors
in the Southeast
region, 23
• High product
quality
• Well known
brand
• Consumer gained
trust
• Product price
target to
medium-high
class cunsumer
• More than 400
types of cakes
10
14. Sales Strategy
distributors in
Central Region
and 30
distributors in
Northern areas
• Production from
exports
accounted for
only 3% - 4% of
total revenue
• The majority of
products are
malt products.
• 108 distributors,
including 13
distributors have
been sold
company’s
products all
over the country
Weakness • Family
business style,
talent limitted
• Lack of new,
dynamic
leaders
• Focus on
business
besides
confectionary
sach as real
estate, stock,
and bond
• Confectionaries
are not
necessities, not
cater to the
essential needs
of human
beings, and
there are many
other products
to replace. Thus,
reducing the
purchasing
power will lead
to lower impacts
of company's
revenue
• Exchange rate
fluctuations lead
to changes in
input costs and
impacts on the
• Talent limitted
• Lack of new,
dynamic leaders
• Not joint stock
11
15. Sales Strategy
company
Operating Model
Retailer,
Bakery
Retailer
Retailer,
Bakery,
Workshop
Price Mechanism
High, Price
competition
Medium-
high, Price
competition
Medium, Price
competition
Marketing
• Gather
feedback
through
marketers and
distributions,
• Through
professional
consulting
companies to
conduct
surveys-market
demand
• Media
• Etc.
• Gather feedback
through
marketers and
distributions
• Media
• Tasting products
• Etc.
• Media
• Gather feedback
direct from
customers
• Etc.
Product Sources
• Domestic
supplies
• Bidding type
• Binh Dong
flour company
• Vinamilk
• Etc.
• Domestic
supplies
• Fixed contract
• Bien Hoa sugar
company
• Etc.
• Domestic
supplies
Developing/Reduce
Scale
Developing
Developing-
Internal
contradiction
with Lottle
Developing
6 MARKETING MIX
12
16. Sales Strategy
6.1Product
By the name of “The King of confectionery”, Kinh Do has introduced many
product lines to serve the diverse needs of Vietnamese consumers with the
best quality such as bread, cakes, mooncakes, cookie, salty biscuits, sweet
biscuits, etc.
Among of them, the two of the products made the reputation of Kinh Do are
the two brands: COSY and exclusive mooncakes product line.
For the COSY product line, it has many choices namely COSY Marie
Biscuits, COSY Cream Sandwich Biscuits, COSY Coconut Butter Biscuits,
etc. They are very crisp cakes, soft and sweet taste to satisfy a large number
of consumers in Ho Chi Minh in particular and Vietnam in general.
The mooncake product line also is a typical and indispensable product on
every Mid-Autumn Festival. There is no denying the fact that not only
quality products, but also nice, luxurious and subtle packaging, Kinh Do’s
mooncakes are always one of the top choices of consumers confidence.
Indeed, according to the report of Kinh Do, “in 2011, mooncakes brought a
turnover of 650 billion VND, increased by 743 billion VND in 2012,
respectively accounted for 15% and 17% yearly turnover. In 2013, according
to estimate of the HSC, the vast sales of mooncakes reached at 800 billion
VND up 7.7%.” Apparently, Kinh Do has brought the product line of
compassion, integral and meaningful gifts to families, friendship and
partners.
Notably, in 2015, Kinh Do will focus on a new product line, which is instant
noodles and cooking oil.
It can be said that with every kind of products, Kinh Do is non-stop
creativity in tasty, nutritious ingredients and design that aims to be suitable for all
Vietnamese consumers.
6.2Pricing
Developing and managing the right pricing strategy is a vital condition to
ensure business operations are highly effective. Kinh Do is always able to set
13
17. Sales Strategy
and maintain a competitive market price. By comparison, Kinh Do’s
products are cheaper than other foreign brands three times.
In 2015, pricing strategy is still conducted by the following 3 criterions:
time- based pricing, bundle pricing and personalized pricing.
1. Time-based pricing:
As mentioned above, mooncake is a typical product line of Kinh Do, and an
indispensable product in every Mid-Autumn Festival season. Time before
and between season are considered a peak period for both sellers and buyers.
From 3 years onwards, because more and more demand for donating, the
price will slightly increase, which is totally reasonable. Nevertheless, after
this period, reducing costs is a critical thing. To do this for another
distinctive products on Father’s Day, Mother’s Day, Valentine’s Day,
Women’s Day, etc. similar to mooncake product line.
2. Bundle pricing:
Kinh do still maintains strategy that does not cut the price directly in
promotion programs because it can lead customers to negative sentiments
when the price rises again. Instead, making product packs from different
cakes with attractive prices, or carrying out the strategy “Buy 2 get 3”, “Buy
2 get 1“ in order to stimulate purchasing power and increase revenue. This
project will be applied to all products.
3. Personalized pricing:
Kinh Do is considering the project that more creative in shaping of birth cakes, no
longer use the samples in the catalog. Allowing customers to print their images
onto the birth cakes or following the customers’ requirements. The flavors are also
replaced with more diverse savors like corn, mango or green tea, and should
substitute entire traditional sponge cakes for ice-creams. Obviously, depending
upon the season and the level of difficulty, or be easy and much, or less
customers’ requests, the price will be high or low.
6.3Place
Kinh Do’s products are sold at almost convenient locations of districts in HCMC.
Kinh Do not only sells directly to customers but also distributors or sales teams. A
14
18. Sales Strategy
nice view on a popular road, or the canteens in schools (primary schools,
secondary schools), universities, colleges, dormitories; retailers near residential
area, even places attracts many tourists like stations or airports are a great
advantage to hope for bringing a large number of potential customers to store.
Kinh Do also introduces products in supermarkets (markets), and PGs always help
shoppers to choose the appropriate products. Displaying eye-catching products and
advertising near the counters, or at gate of supermarkets (markets) and allowing
consumers to sample. This leads to stimulate purchasing power, and at once, the
brand will be widely promoted thanks to the customers who tried the product and
narrate their relatives or friends.
In addition, wholesale distribution is also one of important issues, in particular, on
holidays, or meetings, customers demand a large number of cakes. More
importantly, in the long run, Kinh Do concentrates on researching a strategy to
expand distributions, exporting the products to foreign markets rather than just the
stores in Viet Nam.
6.4Promotion
Promotion is an instrumental factor for any corporation to create excitement
for customers, to assert the quality and unique flavor of the product.
Additionally, the purpose of promotion is to let more customers know and
maintain brand and stores.
It can be said that Kinh Do has done quite good in marketing of products on
channels like television, TV commercials, newspapers, websites, Facebook.
Besides, Kinh Do still keeps up strategic discount, promotion on holidays.
When buying in bulk, consumers or companies will receive a 3%-5%
discount (the more the customers buy, the more reduction they get) or free
gifts from Kinh Do.
A plan of accumulating points and membership cards is still consideration in
2015. Its purpose is to build customer loyalty to the brand. More specifically,
basing on this strategy, each time customers buy cakes at the store with the
value from 80.000VND, they will collect 1 point. Moreover, gathering 15
points, 30 points and 45 points, customers will get 5% discount and Silver
card, 10% discount and Gold card, 15% discount and Diamond card
respectively.
15
19. Sales Strategy
Kinh Do also has charity funds and campaigns to offer their products that
help the poor and underprivileged children, families in hospitals, orphanages,
etc. This is a fully-humane plan with the aim of creating a great consumers’
sympathy for Kinh Do’s brand.
Last but not least, offering products for sale with preferential prices and good
services to boarding-schools, companies, conferences or events is a task
which is implementing due to its large and stable source of profits will brings
to store.
7 CHANNELS ASSESSMENT
7.1 Channels Available
Direct Marketing
Paid Advertising
o Radio
o Television
o Internet
Print
o Newspapers
o Magazines
o Billboards
Direct Mail
o Letters
o Coupon
Telemarketing
o Customer service
o Direct marketing
o Inquiry handling
16
20. Sales Strategy
One-on-One Selling
o Presentation materials
8 SALES FORECAST
Estimated Expense
17
September October November December
37,860 40,135 41,450
50,430 52,240 52,680 53,370
87,630 90,100 92,815 94,820
2.12 2.13 2.14 2.17
0.33 0.34 0.36 0.40
78,864 80,642 85,889 89,947
16,642 17,762 18,965 21,348
95,506 98,404 104,854 111,295
S TOTAL $954,925
21. Sales Strategy
Because two products are newly launched to the market so our team is unable to
predict all the components needed in sales forecast. We just can estimate the total
sales and expense. The amount of both products is quite low because it is new and
hard to compete with other popular cooking oil brands in Viet Nam such as Tuong
An, Meizan, Neptune, Simply, Marvela, Cai Lan. The graph below demonstrates
the proportion of consumers used cooking oil brands in Hanoi and HCMC.
Soure: Vinaresearch,Vietnamese cooking oil market 9/2012,.
18
ADVERTISING $103,200
PRODUCING $315,000
TRANSPORTING $50,000
PACKAGING $50,000
TOTAL $518,200
22. Sales Strategy
The Market Share of Instant Noodle Companies in Vietnam
COMPANY MARKET SHARE
VINA ACECOOK 51,5%
MASAN CONSUMER 16,5%
ASIA FOOD 12,1%
OTHERS (MILIKET-COSULA,
VIFON,…)
20%
Source: VTC/2014
9 COMMUNICATION PLAN
Training sale team the differences between our products and others brands
about price, the quality of products thereby they will persuade the retailers.
19
23. Sales Strategy
Training sale team the way to communicate with customers, retailers
effectively, make sure customers understand well the differences about our
products compare to others brands.
Training them to build trust and maintain long-term good rapport with both
customers and retailers.
-With customers, sale team should make a call to ask he/she about their
satisfactory to our service and products, they also text sms, email marketing for
consumers when having promotional programs as well as frequently visit them.
It’s a good way to caring for customers.
-With retailers, sale team ask them about which products get high/low revenue;
customers’ feedback on products, service.
Finding out new customers.
9 ATTACHMENT
9.1 SALE DEMONSTRATION (Training):
After new sales-staffs are hired, they have to take part in sales training. The
company will assign them to play role playing with the artificial situation: some of
them will be customers (entrepreneurs, corporations, retailers, wholesalers), others
will be salespeople. Salespeople’s task is meeting the customer, have a
conversation with the customers to introduce products, convince them to buy and
make a deal with customers. This training will create the opportunity for them to
practice selling skills as well as build experience and confidence in each
salesperson when facing real meeting with customers. There are 6 example
questions (open and close questions) for those staff to refer:
• Why should I choose your company?
• What kinds of products you can supply or us?
20
24. Sales Strategy
• Do you have any promotion or benefit for us?
• Have you ever cooperated with any food supplier?
• Why don’t you cooperate with it anymore?
• Do you guarantee those problems will not repeat?
9.2 JobDescription
AREA SALES MANAGER JOB DESCRIPTION
KINH DO COPORATION
Quantity 10
Salary Negotiation
Job Description
I. Responsibilities:
• Managing and operating from the business/sale in each area and develop it
through recruiting and training salespeople.
• Become a representative of Kinh Do Coporation to customers and partners.
II. Duties:
1. Identifying, building up department goals and managing the
implementation of the business action plan.
21
25. Sales Strategy
• Sets out clear objectives consistent with the objectives and strategies
of the company for each member of the sales team in their localities
(Distributor / Sales Supervisor / sales and services staff).
• Reviewing and assessing implementation progress in comparison to
the objectives of the weekly/monthly meeting and finding solution
for each problem promptly and efficiently.
2. Supervising and reporting
• Conveying information about the job instructions, procedures and
company policies to the sales team in each region; ensuring
information clearly communicated and linked to the objectives,
strategies and corporate policies.
• Monitoring the distributors and ensuring they comply with
commitment between them and our company about orientation,
policies, resources and delivery.
• Implementing the inspection and supervising to ensure the
compliance of sales teams, sales services staffs, delivery staffs, sales
coordinators.
• Supervising the activities of the sales team through monitoring tools
and provide feedback/recognition and reward staff’s achievement.
• Each sales manager propose sales solutions for their area and those
solution must be based on the principles: logic, benefit, and no
conflict with general market.
3. Training
• Solving problems that arise in the area, guiding salespeople solve
problems in their daily work.
• Rating and providing feedback on the progress of the work of the
sales team through the Sales Training Test and The Personal
Consultation
• Training salespeople how to work in group
22
26. Sales Strategy
III. Job Requirement
• Male
• Holding Bachelor’s degree or higher degree
• At least 2 years of experience works in area sales manager position or fast-
moving consumer goods field Candidates who have worked in the food/
drinking/ confectionary industry will be prioritized
• Be able to communicate, negotiate, persuade well
• Having good analytical skills and problem solving skills
• Leadership skills and training staff skills
• Specialist knowledge about goods distribution system.
IV. Other information
• Trial period: 2 months are maximum
• Working hours: 48 hours/week and depend on work/job
• Training opportunities: many training and development opportunities, high
inside promotion.
• Co-worker: Friendly, cooperative, professional
• Day off: depends on the government’s law
• Welfare : attractive and cooperative
• Other bonus: depends on the corporation’s policy
V. Workplace (Viet Nam):
Central region/ West Highland region / Southeast region / Ho Chi Minh
City/ Mekong Delta
VI. Contact:
Mr. Phạm Thạch Văn
Email: vanpt@kinhdo.vn hoặc tuyendung@kinhdo.vn
(Candidates must write down the vacancy/position and region that you
would like to apply for )
23
27. Sales Strategy
10 BIBLIOGRAPHY
2 Bibliography
Ba mục tiêu chính sắp tới của Kinh Đô. (19/12/2013, 12 19). Retrieved 1 3, 2015, from
baomoi: http://www.baomoi.com/Ba-muc-tieu-chinh-sap-toi-cua-Kinh-Do/45/12706364.epi
Bakery in Vietnam. (2014, 3). Retrieved 1 1, 2014, from EuromonitorInternational:
http://www.euromonitor.com/bakery-in-vietnam/report
Kinh Đô bắt đầu kinh doanh mì ăn liền. (2014, 11 22). Retrieved 1 6, 2015, from
thetimesaigons: http://www.thesaigontimes.vn/123036/Kinh-Do-bat-dau-
kinh-doanh-mi-an-lien.html
Kinh Đô lãi 200 tỷ đồng với bánh trung thu? (02/10/2013, 20 2). Retrieved 12 30, 2014,
from gafin: http://gafin.vn/2013100205292032p0c36/kinh-do-lai-200-ty-dong-voi-banh-
trung-thu.htm
Le, H. (2014, 11 22). Kinh Đô bắt đầu kinh doanh mì ăn liền. Retrieved 1 4, 2015, from
thesaigontimes: http://www.thesaigontimes.vn/123036/Kinh-Do-bat-dau-kinh-doanh-mi-an-
lien.html
Q, V. (2014, 7 2). Cuộc chiến tỷ đô của những gói mỳ tôm. Retrieved 1 6, 2015, from
vietnamnet: http://m.vietnamnet.vn/vn/kinh-te/183841/cuoc-chien-ty-do-cua-nhung-goi-my-
tom.html
QUẢN LÝ BÁN HÀNG KHU VỰC (Area Sales Manager). (n.d.). Retrieved 1 1, 2015, from
kinhdo: http://www.kinhdo.vn/career/65/quan-ly-ban-hang-khu-vuc-area-sales-
manager.html
Tu, H. (2014, 7 11). Anh em hàng bánh Trần Lệ Nguyên đổi hướng Kinh Đô. Retrieved 12
31, 2014, from vietnamnet: http://vietnamnet.vn/vn/kinh-te/185396/anh-em-hang-banh-tran-
le-nguyen-doi-huong-kinh-do.html
Tung, A. (n.d.). Các nhãn hiệu dầu ăn trên thị trường Việt Nam. Retrieved 1 3, 2015, from
cesti.gov.vn: http://www.cesti.gov.vn/the-gioi-du-lieu/cac-nhan-hieu-dau-an-tren-thi-truong-
viet-nam.html
Tuyen, N. (2014, 6 23). Kinh Đô sẽ chuyển hết mảng bánh kẹo cho công ty con. Retrieved
12 30, 2014, from http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/kinh-do-se-chuyen-
het-mang-banh-keo-cho-cong-ty-con-3008166.html
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28. Sales Strategy
Vu, N. A. (2014, 7). Ngành Bánh Kẹo Việt Nam. Retrieved 12 30, 2014, from vietbanksc:
http://www.vietinbanksc.com.vn/News/2014/7/28/319212.aspx
25
Unit sales
Cooking oil (1litter/bottle)
Instant noodle (package)
Total unit sale
Unit price
Cooking oil
Instant noodle
Sales
Cooking oil
Instant noodle
STotal sales
Unit sales January February March April June July August
Cooking oil
(1litter/bottle)
29,550 30,215 30,690 32,78
0
33,21
0
34,88
0
36,500
Instant
noodle
(package)
36,720 38,870 40,560 43,70
0
44,66
0
47,83
0
48,235
Unit price
Cooking oil $1.90 2.00 2.02 2.05 2.07 2.08 2.10
Instant
noodle
$0.22 0.24 0.25 0.27 0.28 0.30 0.31
Sales
Cooking oil $56,145 60,430 61,994 67,19
9
68,74
5
72,55
0
76,650
Instant
noodle
$8,078 9,329 10,140 11,79
9
12,50
5
14,34
9
14,953
Total sales 64,223 69,759 72,134 78,99
8
81,25
0
86,89
9
91,603