Int Mkt - Old Town

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  • Topic: Vietnam, Marketing, South Vietnam
  • Pages : 23 (7242 words )
  • Download(s) : 163
  • Published : March 31, 2011
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1. Executive Summary
OldTown 3-in-1 instant white coffee is the one of the recognizable products in Malaysia. OldTown White Coffee's history can be traced back to the incorporation of White Cafe in Ipoh old street, and the own blend of 3-in-1 instant white coffee is formulated and manufactured in 1999. OldTown 3-in-1 instant white coffee was sold in approximately 1348 retail outlets nationwide in Malaysia and the other countries such as Hong Kong, Singapore and many more are also have the reatail outlets. Parallel with the goals, OldTown is focused on achieving sustainable growth through the expansion of its operations. OldTown practices the differentiation, market penetration and market development strategies. To enter the market, it can select to either export its products or entry through acquisition.

For the Vietnam’s environmental analysis is based on political, economic cultural, technological, environmental and legal environment. A marketing strategy will give a long-term vision of the right techniques that needed to use to reach the target audience. This can use a mixture of new and proven marketing techniques rather than being scattered by the whim of new marketing trends. The following is the environmental analysis of the industry that examines the political, economic, cultural, technological, and legal environments governing the country concluding with a competitive audit.

Besides that, OldTown also faces a threat from Hershey’s should it enters the market. The SWOT analysis was also included to highlight the strength and weaknesses of the brand along with the opportunities and threats poses by the external environment. Listed marketing objectives for the first year mainly revolve around building brand awareness ,capturing market share, and carry by 75% of major retailers in Vietnam.

A marketing plan of was formulated for OldTown 3-in-1 instant white coffee ‘sfirst year in Hanoi, Vietnam. In terms of promotional activities, OldTown 3-in-1 instant white coffee will engage in heavy advertising, promotions and public relations to build a strong brand awareness. It is consistent with one of the marketing objectives. Examples of promotional activities are such as free a limited edition cup to the first 200 consumers in any retailer shops. giving .Distribution channels selected such as retailers and OldTown cafe will provide wide geographical coverage to make its products accessible. An implementation chart is then laid out to highlight the type of marketing activities to be carried out at different periods.

Finally, an evaluation chart is provided followed by a conclusion of whether Famous Amos should enter the Hanoi market. In fact, our research has found more than enough information to support that the entry of OldTown 3-in-1 instant white coffee into Hanoi is feasible.

2.0 Background of the OLDTOWN White Coffee

OldTown White Coffee's history can be traced back to the incorporation of White Cafe in Ipoh old street, and the own blend of 3-in-1 instant white coffee is formulated and manufactured in 1999. OldTown White Coffee commenced commercialized his instant 3-in-1 white coffee (also called as 3-in-1 coffee mix) under the “OLDTOWN” bland name for the retail sector in the same year. During the first year, OLDTOWN 3-in-1 instant white coffee was sold in approximately 1348 retail outlets nationwide in Malaysia, 550 retail outlets in Singapore and 2100 retail outlets in Hong Kong. The retail sector “White Cafe” has obtained a HALAL certification from the Islamic Religious Department of Perak in the next year and it had expanded nationwide retail distribution with the 3-in-1 instant white coffee to cover East and West Malaysia through major hypermarkets and supermarkets. In order expanding the manufacturing activities, OldTown White Coffee incorporated Gongga Food which used to manufacturing roasted coffee powder for the food services sector using the Group’s proprietary bean roasting process. The...
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