of Tan Hiep Phat Corporation
The College of Business Administration
Central Philippine University
Student: Uyen,Nguyen Thi To
Student code : CPU BA039
Marketing Plan for Natural Green Tea - 0° Tea of Tan Hiep Phat Corporation
1. EXECUTIVE SUMMARY
After the great successes from Number 1, Laser and Ben Thanh beer, Tan Hiep Phat (THP) – a powerful group launched Natural Green Tea 0 (0° Tea) in 2006, which continued marking its important advance in the beverage market. The competitive advantage of being the first ready-to-drink tea product with high quality has helped 0° Tea, quickly penetrate and develop in Vietnam. At the end of 2007, it gains 56% market share and outdistances the other competitors (C2: 25%, 100: 12%, Pokka: 6%) Green tea is a traditional and healthy drink; therefore, the bottled one like 0° Tea really satisfies the customers’ needs in the modern life. 0° Tea targets the customers from 15-29 and whose income ranges in the middle ($200-500). By maintaining the quality of product, introducing new flavours each summer and developing a proper marketing plan, THP strongly believes in the long future of 0° Tea. Not only aim to increase the market share to 65%, revenues by 40% in 2008, THP also plans to expand its market to other Asian nations in 2009. After the event of Vietnam becoming an official member of WTO, in the near future, 0° Tea may face a big challenge from the high competitiveness of more imported ready-to-drink tea products. Thus, besides analysing the situation analysis of 0° Tea, this marketing plan is going to implement main strategies to maintain the product’s leading position in Vietnam and prepare for its market development.
-Keep all the creams of the product.
- Create new flavours for different tastes of customers; take the innovation in the package.
*Promotion: plays a vital role in the success of 0° Tea and is invested lots. - Continue launching advertising activities on TV, newspapers, magazines and the Internet. - Have specific strategies to encourage the purchasing power through sale promotion (sample, discounts, etc)
- Invest more in PR, be a sponsor of big competitions: Tiger Cup, Miss prepare for its market development outside Vietnam in(Vietnam 2008 2009. Finally, ‘Action Plan and Budget’ and ‘Control Program’ parts will illustrate specific plans to support for the marketing strategies for 0° Tea as mentioned. 2. BACKGROUND INFORMATION
Tan Hiep Phat Co. Ltd (THP) is one of the biggest companies in the beverage industry of Vietnam. Established in 1990, with the mission: ‘meet the demand of customers with perfect products’, THP has affirmed its leading position and received customers’ trust. THP has successfully introduced Natural Green Tea 0 (0° Tea) since 1/2006. After great successes when this group continuously achieves many noble rewards from 1998 to 2005, the event of 0° Tea has marked a new step for THP being on the way to make its ambition ‘become the leading Beverage Group in Asia’ come true. 0° Tea is made from fresh green tea leaves, produced on one of the most modern production line in Asia, with four options for different taste: no sugar, honey, lemon and winter melon green tea, is becoming a popular drink of Vietnamese people. 3. SITUATIONAL ANALYSIS
3.1 MARKET SHARE ANALYSIS
Currently, 0° Tea occupies more than a half of the ready-to-drink tea market in Vietnam. It significantly increased by 190% from 12/2006 to 12/2007 (Source: ACNielsen). The chart below illustrates the ready-to-drink market share in 12/2007.(Source: ACNielsen) 3.2 MAKET ANALYSIS
Thanks to Vietnam stable political environment, THP gains many benefits when operating its business. Moreover, with tea products, the Government tends...