REVIEW OF MARKETING STRATEGY OF COMPETITORS AND LOTTE MART

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By Mr. John
Date: 12/03/2017

24/04/2017

MARKETING
STRATEGY OF
COMPETITORS AND
LOTTE MART


COMPARISON OF BIG C AND
CO.OPMART

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
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24/04/2017

1.

Essence
Big C:
is a trademark of Casino of France
over 9,000 stores around the world

having 17 stores in Vietnam
a goal to dominate Vietnamese retail market
Co.opmart:
Is a supermarket chain of HCMC commercial
cooperative
Leading player in Vietnamese retail market currently
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Having 59 stores throughout Vietnam

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COMPARISON OF BIG C AND CO.OPMART
24/04/2017

2. Infrastructure
 Area:
- Co.opmart is middle size 5000 to 13000 m2
- Big C is large size 20,000 to 30,000m2
 Coverage
- Co.opmart is more covering
- Big C is less covering
 Layout style
- Co.opmart is Vietnmese casual style
- Bog C is foreign luxurious style

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COMPARISON OF BIG C AND
CO.OPMART

24/04/2017

3. Segmentation and positioning
 Big C
- Positioning: cheapest price product
- Segment: Consumers with low, middle income or
over

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Co.opmart
Positioning: close friends of every family
Segment: Consumers under marriage
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COMPARISON OF BIG C AND
CO.OPMART
24/04/2017

4. Products and promotion
 Big C
- Coming up with good products with cheap price
- Cooperating with big suppliers to reduce the prices
- Having policy to stabilize prices in economic crisis
period
- Having many promotion campaigns
 Co.opmart
- General products
- System of restaurants inside supermarkets

- Having strict criteria toward product quality
- Possessing many promotion campaigns

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COMPARISON OF BIG C AND
CO.OPMART
24/04/2017

5. Similar points
 Focusing on low price strategy
 95% product is Vietnamese
 Concentrating on environmental issue
 Product diversity
 Private branded products (WOWof Co.op, EBON of Big C)
 Many sales promotion campaigns
- Co.opmart: “Vietnamsese high quality products”
- Big C: “It is cheaper than it was”
 Good membership program
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LOTTE MART MARKETING
STRATEGY
24/04/2017

Essence
- Korean retailer penetrated into Vietnam in late 2008
- Having 2 stores in HCMC

- Planning to open 60 stores from now to 2018
 Positioning and target customers
- Positioned as the best customer service retailer in
Vietnam
- Target customers: middle or higher income
 Product
- Product localization
- Product diversity
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- Private branded products



LOTTE MART MARKETING
STRATEGY
24/04/2017

Layout style
Korean style with modern building designs
 Location
Located at convenient area surrounded by populous
area.
 Area: large size from 20,000 to 30,000 m2
 Sales promotion campaigns
“Coming with cheap price, going with happiness”
“International children day”
“International Women day”
“Economical Shopping With Lotte Mart” and so on


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