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

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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 FrieslandCampina Holland.- Applied the high-tech in producing.- Strong distribution in Ha Noi capital and Ho Chi Minh city.| W- Lack of variety of products.- Total cost of producing is still high.- Many rural areas still don’t know our brands or weak distribution in rural.- Haven’t satisfied the consumers’ demand enough yet.| O- Economy of Viet Nam is increasing.- Encouragement from Viet Nam government to develop.- Amount of potential consumers in Viet Nam.- The Viet Nam Dairy Industry is widening and developing.| T- Strong competitors in the Viet Nam Dairy Industry.- New dairy brand join in the market.- Feed source for milk cows is decreasing.- The weather factor in Viet Nam also a big threat to FrieslandCampina Viet Nam|

I.3. Current situation (Including our Objectives)
FrieslandCampinaViet Nam is focusing on those programs:
- Developing the stability of milk industry Program.
- Improving the quality and develop the knowledge of nutrition Program. - “Den dom dom” Program.
Those programs above are implementing for both purposes marketing strategy and social responsibily of FrieslandCampinaViet Nam. We try to spread out our brand to all the Vietnamese consumers, and want to develop the education and economics of Viet Nam. II. INTRODUCTION OF FRIESLANDCAMPINAVIET NAM

FrieslandCampina Viet Nam joint venture company is established from 1995 in Viet Nam between Protrade Import and Export company of Binh Duong province and Royal FrieslandCampina – Primary Dutch Dairy Manufacturing Industries with 135 experienced years operating all over the world. With the promise to improve the Vietnamese people’s lives, in recent 15 years, FrieslandCampina Viet Nam have been contributed for the stable development of Viet Nam. FrieslandCampina Viet Nam not only supplies to Vietnamese people 1.5 tons of high quality milk per year with popular brand names such as Dutch lady, Friso, Yomost, Fristy, etc. but also supplies more than 15,000 full-time and part-time jobs for the...
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