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Marketing Plan for Frieslandcampina (Dutch Lady) Viet Nam in 2012

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Marketing Plan for Frieslandcampina (Dutch Lady) Viet Nam in 2012

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  • Jan. 24, 2013
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Full name: NGHIEM HA NGUYEN KHOA
Student ID: 2444684
Class: OUMMBA1011 – Class 1
Subject: Marketing Management
Instructor: Ph.D NGUYEN XUAN MINH

TOPIC:

MARKETING PLAN FOR
FRIESLANDCAMPINA (DUTCH LADY) VIET NAM
IN 2012

CONTENTS
---o0o---
I. EXECUTIVE SUMMARY
I.1. Brief introduction of FrieslandCampina Viet Nam
I.2. SWOT analysis
I.3. Current situation (Including our Objectives)
II. INTRODUCTION OF FRIESLANDCAMPINAVIET NAM
III. CURRENT MARKETING SITUATION
IV. SWOT ANALYSIS
V. OBJECTIVES
VI. MARKETING STRATEGIES
VI.1. Product strategy
VI.2. Brand strategy
VI.3. Distribution strategy
VI.4. Price strategy
VI.5. Promotion strategy
VII. ACTION PROGRAMS
VII.1. Promotion programs
VII.2. Advertising programs
VIII. ESTIMATED PROFIT & LOSS STATEMENT (2012 – 2015)
IX. CONTROL

I. EXECUTIVE SUMMARY
I.1. Brief introduction of FrieslandCampina Viet Nam
Brand name: FrieslandCampina Viet Nam, but Vietnamese people have known this brand “Dutch Lady” or “Co gai Ha Lan” wider and more familiar. Some remote retailers also call our brand with name “Sua co gai” or some local names else. That’s one of my success we achieved in Viet Nam that almost Vietnamese consumers know and pay more attention to our products. Total investment: Our mother company have invested in Viet Nam market more than US$ 50 million until now. And we continuously invest to Viet Nam market about 1 million US dollar per year to create and strengthen our brand and market share here. Equity share between FrieslandCampina Viet Nam and Protrade of Binh Duong province: Protrade = 30% and Royal Friesland Foods B.V. = 70%. Our head office and major manufactory is established in Binh Hoa Commune, Thuan An District, Binh Duong Province, Ho Chi Minh city. I.2. SWOT analysis

S- Well-known and popular brand in Dairy Manufacturing Industry.- More than 100 experienced years in Dairy Industry.- Stable and strong capital, under the strong and reliable control of mother company...