NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH PHAM THI TUE MINH BUSINESS ENGLISH SOME SUGGESTIONS FOR MARKETING ACTIVITIES TO LAUNCH ECOSTORE BABY RANGE IN LE MAY PRODUCTION, TRADING AND SERVICE COMPANY LIMITED FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH PHAM THI TUE MINH BUSINESS ENGLISH SOME SUGGESTIONS FOR MARKETING ACTIVITIES TO LAUNCH ECOSTORE BABY RANGE IN LE MAY PRODUCTION, TRADING AND SERVICE COMPANY LIMITED Supervisor: Pham Thi Quynh Hoa, MA ACKNOWLEDMENT This study is the final report which puts an end to my course of Business English at National Economics University. First of all, I would like to express my gratitude to MA Pham Thi Quynh Hoa, as my instructor, who has been patient and spent time to provide me valuable instruction, comments and guidance to my research. I also sincerely thank all of the professors, lecturers, instructors and teachers of National Economics University in general and Faculty of Foreign Language in particular, who have helped me to acquire knowledge and necessary skills in four years. I deeply appreciate the brand manager, the assistant brand manager, co-workers and other employees in Le May Production, Trading and Service Company Limited, who guided me and gave me valuable experience during my internship.
Last but not least, I would like to thank to emotional and material support of my friends and family, without them I could not accomplish this course and the research. Thank you! EXECUTIVE SUMMARY For a business, the most important thing is making profits, otherwise it cannot survive in the market. Launching a product involves almost every department in the company, require year of study, not only the product itself but also the market. The marketer needs to answer hundred questions: Will it suitable for the market and make profit? What are opportunity and threat? What is target customer? What are competitors? Should we do to launching it? Marketing team of Le May Production, Trading and Service Company Limited are preparing to launching new products in to the market.
The current dissertation, “Some suggestions for marketing activities to launch Ecostore baby range in Le May Production, Trading and Service Company Limited” is conducted to help marketers have ideas about research and marketing strategy. The main purpose of this study is to analyze competitive features of the products as well as market understanding to find out suitable marketing strategy for the products. After that, the author will suggest some ideas about marketing activities to launching products successfully into Vietnam market. This study is divided into four main chapters (except the introduction and conclusion).
Chapter 1 gives readers an overview of Marketing department in general and team Ecostore in particular as well as the current situation of company. The second chapter, theoretical framework of launching product, presents the basic information for analysis in chapter 3. By using collected primary and secondary data, the author analyzes the strength and weakness of products and market situation. Finally, in chapter 4, the company’s orientation and recommendations for 2020 will be given out in order to enhance the business result.
il LIST OF ABBREVIATIONS NPD : New Product Development Le May Co., LTD: Le May Production, Trading and Service Company Limited USP : Unique Selling Points RTM : Route to Market KPI : Key Performance Indicators POSM : Point of Sales Material FB : Facebook PG : Promotion girl KOL : Key Opinion Leader BOGO : Buy One Get One 1H LIST OF FIGURES AND CHARTS Figure 1.1: Structure of Ecostore f€A1M.- - <5 11v ng re 5 Figure 2.1: Five stages of buying đe€C1SIO. -- - <1 ng key 8 Figure 3.1: Logo of GR Free. eee eeesscceceesnneeeeessneeeecessaeeeeesseeeeeseesnaeeeeeeeaa 13 Figure 3.2: Label of Bubble Bath for baby care. ccc cceceesseceeseenteeeeeeeteeeees 14 Figure 3.3: Logo made from SuðATCAT.- G1119 kg vn, 15 Figure 3.4: Logo capture carbon and recyclabÌe.----- ---«sssss+*+sseeexssssees 15 Figure 3.
SHHH vn 16 Figure 3.6: Logo certification of Carbonzero. ee eeeceeeseeeseeseeeeseeseneeeaeeeses 17 Chart 3.2: Average income in each age range .-- 555 cv eves 20 Chart 3.- -- -- «130011991 191v 9 vn ng kết 22 Chart 3.4: Awareness about environment problems .5: Evaluation Of CTI€T14. kh nh nh kh 24 iv TABLE OF CONTENTS ACKNOWLEDMENTT. 6G G0 H009 082 ii LIST OF ABBREVIATIONS.
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In-store communication 4. CONCLUSION REFERENCE APPENDIX VI INTRODUCTION 1. Introduction to the research topic This study aims at understanding the products as well as the brand, also analyze market to create a marketing strategy for launching the product range into Vietnam market in 2020. Product launch plays an important role in business growth, because it helps build sales and revenue through expansion of customer base.
Successfully introducing new product into the market will enable a business to approach untapped customers. Moreover, it will increase company reputation and built new business relationships. Therefore, if businesses decide to distribute any product, they have to prepare a process, including As an internship in Marketing department, Le May Co., LTD, I fortunately involve in the launching process of the new brand. I got an opportunity to have NPD practical experience about brand research and market research.
I hope my study will become a reference to help marketing team and sale team successfully launch products. To fully understand about the brand and orient the brand in the market, my study will be: “Some suggestions for marketing activities to launching Ecostore baby range in Le May Production, Trading and Service Company Limited”. In this report, a detailed outlook on the opportunities and threats of the brand and market understanding will be performed and some suggestions will be given the help the team orient agenda in 2020. Rationales For the last decade, using products that are friendly to environment is a raising trend.
When it comes to buying decision, customers not only consider about the price or the quality but also care about whether the product protects environment or not. Ecostore was the first environmental brand in New Zealand and remains as the number one environmental brand today. In Asia, Ecostore has covered Japan, Taiwan, Singapore, China, Hongkong, Malaysia, Thailand, Korea, Philippine and now, they want to expand to Vietnam market. And they decided to choose Le May to help them built brand awareness in Vietnam.
Starting business activities since 1996 and officially established in 2003, as a member of LOTUS GROUP, Le May Co. has been establishing its position as a distributor. Over 20 years, Le May constantly strives to become the leading distributor of Vietnam market in many industries. The goal of the company is to become a leading professional, trustworthy distributor in Vietnam.
Many large manufacturers in the world have chosen Le May as their exclusive distributor in Vietnam. The company has reputation in delivering trust and result to partners. With experience, Le May deeply understands Viet Nam market and customers. They realize the need for sustainable products, the trend of using natural products and the fact that with higher income, parents are more alert of products for their children.
Therefore, Le May agreed to cooperate with Ecostore. I believe that this study “Some suggestions for marketing activities to launch Ecostore baby range in Le May Production, Trading and Service Company Limited” is necessary to help Le May launching successfully, advance company’s profit and reach new potential customers. Research objectives General objectives: through this research, marketing team will have clear view about the product itself and the market, then come up with suitable strategy Specific objectives: the purpose of the study is to analyze the competitive advantages of products, understand Viet Nam market to sort out target customers. And final is some suggestion for marketing activities in 2020.
Scope of study Ecostore has total 4 product ranges; however, in this research, the author only concentrated on baby range. The primary data will be collected from Ecostore, thanks to them we can point out the special features of the brand. I also do a market research to comprehend customer and competitors, especially in terms of eco- friendly. Research questions In order to organize the research in a manner that is much more efficient, we develop several research questions: 1.
What are strengths and weaknesses of Ecostore? 2. What is situation in Vietnam market currently? 3. What could be done to launching the range into market? Based on these questions, it is easier to find other documents that relate to the research and analyze information in the process 6. Research Procedure First, after selecting the topic, the author will observe the data available from the company and Ecostore to analyze product range.
Such demographics include ingredients, certifications, packaging, price and category. Second is the data collection section. A survey will be designed and distributed to the participants. There are two groups of respondents: The first group is women that have children and have conscious about environment protection.
This group will help identify and evaluate competitors in the market. The second group is woman who do not know about natural product but likely to switching from brands they are using to eco-friendly brands. They are also Ecostore’s target customer but has not had the chance to know about natural products 6. Data collection instrument: questionnaire The questionnaire is designed and answered by 416 women who mostly married through the Internet.
This questionnaire is a series of 13 questions, which can be divided into 3 sections: Section | (from question 1 to question 3) will define the basic information of the survey participants. This section collects their demographics that help the survey goes in the right direction. The second section (from question 4 to question 11) will be the core part to understand the market. There are two types of questions, which are multiples choice questions and short answer ones.
Multiples choice questions will evaluate customer’s awareness toward environmental issues and the trend using green products among them. The short answer questions will help to identify competitors in terms of eco-friendly and their market activities. The last section (question 12 to question 14) will into detail about the competitors in baby segment and the evaluation of customer. The information of this section will be used for comparison between Ecostore’s baby range and other competitors.
Organization of the research The research will be divided into 4 chapters: Chapter 1: Introduction of the organization Chapter 2: Theoretical framework of Launching process Chapter 3: Findings Chapter 4: Recommendations CHAPTER 1: INTRODUCTION OF THE ORGANIZATION Chapter 1 is a brief overview of Marketing team, particularly the team in charge of Ecostore. In this chapter, the reader will have an outlook about the structure of the team, the working field that they are responsible for. The information of the brand is also introduced in this chapter. Overview of marketing department The marketing department is the largest department of Le May.
Headed by Mr Nguyen Le Minh, the Marketing manager, the department is divided into six categories: Food, Health and beauty, Homecare and personal care, Paper, Digital marketing and Support team. Each category is responsible by a brand manager. Under the brand manager is assistant brand manager (ABM), except Digital and Support team. One ABM may in charge of one or two brands.