VietMac
TABLE OF CONTENTS
EXECUTIVE SUMMARY
VietMac is a short established company, which has gained popularity among Vietnamese people, especially in Hanoi and Ho Chi Minh City. VietMac is famous for fast-fresh and also unique food called “rice burger”, which combines rice patties, meat such as pork and ostrich and seafood. Also by understanding that customers tend to consume the healthy food, VietMac’s products have a lot of vegetable. They target people with slogan “Live FAST - eat FRESH”. After a year launched, VietMac has developed 6 outlets in Hanoi and 2 in Ho Chi Minh City and was reported to have the sales volume of VND4,155,600,000 (Duc 2011, p.52). This can be considered as a rapid development of a new brand in Vietnam.
VietMac’s targeted customers are white-collars in Hanoi and Ho Chi Minh City, specifically officers at the age from 25 to 44 having salary more than VND5,000,000 per month, who work for 8 hours a day and have only 1 hour for lunch with sufficient financial capacity to afford VietMac’s products every day.
For 2013, this marketing plan is going to aim VietMac to get the total sales revenue of VND9 billion; of which, the net profit is expected to be 20%. Also, the project aims to raise the awareness of officers in Hanoi and Ho Chi Minh City about VietMac to 70% of officers. Moreover, 10 more outlets in Hanoi and Ho Chi Minh City as well as 5 outlets in 3 big major cities – Hai Phong, Da Nang and Can Tho – are planned to open next year.
In order to accomplish these objectives, the 4 marketing mix strategies: product, price, place and promotion strategies would be applied.
Regarding product strategy, the line extension should be adopted as creating additions of features in term of favors, size and kinds of drinks as well as improving the current delivery services.
Besides, with respect to price strategy, by setting the low price, VietMac is currently adopting competition-based pricing for the purpose of overcoming their big
EXECUTIVE SUMMARY
VietMac is a short established company, which has gained popularity among Vietnamese people, especially in Hanoi and Ho Chi Minh City. VietMac is famous for fast-fresh and also unique food called “rice burger”, which combines rice patties, meat such as pork and ostrich and seafood. Also by understanding that customers tend to consume the healthy food, VietMac’s products have a lot of vegetable. They target people with slogan “Live FAST - eat FRESH”. After a year launched, VietMac has developed 6 outlets in Hanoi and 2 in Ho Chi Minh City and was reported to have the sales volume of VND4,155,600,000 (Duc 2011, p.52). This can be considered as a rapid development of a new brand in Vietnam.
VietMac’s targeted customers are white-collars in Hanoi and Ho Chi Minh City, specifically officers at the age from 25 to 44 having salary more than VND5,000,000 per month, who work for 8 hours a day and have only 1 hour for lunch with sufficient financial capacity to afford VietMac’s products every day.
For 2013, this marketing plan is going to aim VietMac to get the total sales revenue of VND9 billion; of which, the net profit is expected to be 20%. Also, the project aims to raise the awareness of officers in Hanoi and Ho Chi Minh City about VietMac to 70% of officers. Moreover, 10 more outlets in Hanoi and Ho Chi Minh City as well as 5 outlets in 3 big major cities – Hai Phong, Da Nang and Can Tho – are planned to open next year.
In order to accomplish these objectives, the 4 marketing mix strategies: product, price, place and promotion strategies would be applied.
Regarding product strategy, the line extension should be adopted as creating additions of features in term of favors, size and kinds of drinks as well as improving the current delivery services.
Besides, with respect to price strategy, by setting the low price, VietMac is currently adopting competition-based pricing for the purpose of overcoming their big
References: EQVN 2012, ‘Van hoa - yeu to quan trong trong hoat dong marketing’, EQVN.net, viewed 4 December, 2012, . The Nielsen Company 2012, 2012 Vietnam Pocket Book, Nielsen, viewed 29 November 2012, .