Lập kế hoạch marketing cho sản phẩm hòa tan g8 vào thị trường mumbai ấn độ e

Topic: Marketing Plan for the Company's products into the market of culture respectively.
(Applying the CAGE model to analyze).
Essay:

Marketing Plan
Products: Coffee "soluble G8"
Business: Coffee Corporation Dai Nguyen
Location: Mumbai - India.

I. India - Mumbai: (CAGE)
1. Indian culture and traditional relationship with Vietnam: (C & G)
Overview: India is a large market and large populations in South Asia with 3.3
million km2 and 1.2 billion people, the medieval University, India with neighboring
countries (Pakistan, Bangladesh) form a sub-continent known as Hindustan.


-

India is a country of contrast (in geography, climate, race and language), and is a
national unity in diversity. Middle age is when India was divided into 600 states
and thousands of those dialects with different dialects and religious opposition.

-

However, throughout history, India is a unified body. Glue here is the Indian
culture is expressed through traditional, ethnic identity, as well as spiritual life,
traditions, scriptures and epics.

-

Indian Society is a society that has ever existed a regime of class and hardened

concrete, artificial division of the Indian population into four layers of different
people: Balamon, martial arts, popular and untouchability. This is the hallmark
of the religious prejudices of the Hindu extremists. It is from a traditional society
that has arisen an Indian culture, Indian spirit.

-

Today, India has asserted its role as an emerging powerhouse in the continent
and the world. Many retail corporations in the world are targeting the Indian
market. They all want to exploit the potential of the vast consumer market and
economic growth is rapid.

-

However, would be incomplete if not discussed the resistance of the Indian
economy. India has a very luxurious of the rich, the essence of science and
civilization, while another Indian of violence, poverty, ignorance and disease. In
addition to the possible factors contained elements of political instability in
South Asia, India great pressure on social issues and facilities infrastructure. In
the cities, population overload problems, environmental pollution, traffic
congestion and accidents are chronic headache managers. Add to that the


backwardness of agriculture, labor productivity issues, the administrative
bureaucracy, cumbersome administrative procedures, corruption are threats to
discourage foreign investors.
Relations India and Vietnam: On political relations, Vietnam-India relationship
has always been a special relationship honest and dearly since Prime Minister Nehru and
President Ho Chi Minh set the foundation early more money for it 50 years ago. The sign
Joint Declaration on Strategic Partnership, Vietnam - India in July 2007 has brought the

bilateral relations between the two countries to develop new incentives.

Vietnam's Prime Minister visit and worked in India 2007
-

Especially, in 2007 marked the breakthrough of the bilateral relations with the
state visit of Prime Minister Nguyen Tan Dung delegation senior Vietnamese
government that succeeds notably signed a joint statement the partnership
strategy of Vietnam - India cooperation documents with eight other key. Based
on the new level of strategic partnership, a new phase in bilateral relations began
with the development of extensive and diversified in all areas of political,
economic, cultural, education, national defense and science and technology. As
such, opportunities and prospects for the two countries is huge.

-

On economic relations, long, India and Vietnam already have commercial
relationships alive and strong. Bilateral trade growth and reached 2.5 billion
USD in 2008.

-

On the geographical distance, from Vietnam to India is not far, systematic road,
air and is very convenient for transport by sea of coffee.


Protestant geographical
-

On food culture, in India, coffee is a popular beverage in the second (with tea).

The trend of coffee consumption in India is growing quite the part of Indians
down to tea.

1. Mumbai:
-

Vietnam's Consulate in Mumbai: Mumbai in India like Saigon in Vietnam, is
the provincial capital of Maharashtra. With about 20 million people, this is the
most populous city in India and also one of the most populous city in the world.
Mumbai is also emerging tourist destination.

-

Vietnam Consulate in Mumbai (India) was established in 1993 with the consular
district includes inner suburbs, the port city of Mumbai and Mumbai.

-

Since then, the consulate was in charge of the bridge, positive contributions to
promoting relations between Vietnam and India in general and between Vietnam
and in particular the state of Maharashtra.
In addition to performing the duties of consular representation, the Consulate

General are always interested in foreign propaganda and serve economic development.
-

Consulate in Mumbai is well aware A rising tide today, has been coordinated
with tourist companies to Vietnam held in Mumbai on to develop bilateral
trade, promote tourism in the second half 2007 and will host a business
delegation to the market survey in 2011.

2. The economic development in parallel with the growth of coffee
consumption:


-

Economic: Mumbai is the commercial capital of India and entertainment, is
home to many important financial institutions and the headquarters of many
Indian companies, Mumbai contributes 10% of the employed in the factory, 40%
income tax, customs duty 60%, 20% tax, 40% of foreign trade turnover tax and $
9 billion business in India. Mumbai's economy has diversified into other
professions.

Dynamic and modern city
-

The entertainment industry is also attracting a lot of work and significant
contribution to economic Mumbai. Most television stations and major satellite
systems, the major publishers are based in Mumbai. Center for the Hindi film
industry - Bollywood, located in Mumbai with the studios and film makers.

-

On the sea, Mumbai has one of the best natural harbors in the world, serving
50% of our customers and much of the country's water transportation of goods in
India. It is also an important base of Indian Navy.

Busiest seaports in Mumbaitại

-

Along with India, Mumbai-the commercial capital of India-there was a “boom”
since the liberalization in 1991. Financial sector development by leaps and
bounds since the 1990s along with other information technology services.
The middle class accounts for 34% of 20 million people in Mumbai, including

businessmen, officers, young people have the knowledge and walks radical benefit of this
economic “boom” and also force created consumer “boom” here.

-

… And coffee consumption: the consumption of coffee increased growth in
cities and economic development in developing countries like Mumbai, this
rapid growth is partly due to the campaign strong statements are being conducted
widely in developing countries and countries produce coffee drink turned into a
necessity. On the other hand, the penetration of European culture in the food and
the studies on the benefits of coffee on health have contributed to increased
demand for coffee in the developing countries. More and more cafes are opened
in these countries, especially in India, Colombia, El Salvador, Vietnam and
elsewhere in the world. In many places, coffee shops has become a place to relax
and rest of all classes.

-

Of course, Mumbai with all the features, the uniqueness of cultural identity as
well as full convergence habits of Indians living along with the development of
diversified economic “boom” in local is not out of the growth of the coffee
market, has and will continue to be land for gold mining business in this area.

II. Vietnam Coffee - Coffee Co., Dai Nguyen
1. Overview of coffee in The World and India

-

Every day there are about 2.5 billion cups of coffee are consumed around the
world, and coffee is also ranked fifth product in the world in terms of value
sales. The world coffee market is characterized by stable prices and production
levels have a direct impact on producers' incomes and prices facing consumers.

-

Currently, the world's 25 million coffee farmers, most of whom live in
developing countries, coffee on a small scale. The world coffee market has
doubled in the period 2000 to 2010. Meanwhile, demand for coffee in the world
increased by about 2% / year and the period from 2000 to 2010.

-

Coffee is grown and processed in many countries around the world, mainly the
countries near the equator has a tropical climate such as Vietnam, Indonesia,
India, Colombia, Brazil, Ethiopia ... Today, Brazil is Coffee producing countries
with the largest proportion of 36% of total world production, followed by
Vietnam with 14%, Colombia ranks third with 7% share, Indonesia and Ethiopia
are two countries with the same ratio of 6% of total world coffee production.
Arabica coffee beans grown in Latin America, East Africa, the Arabian Peninsula

or Asia. Robusta coffee beans are grown in West and Central Africa, most of
Southeast Asia and to some extent as Brazil.
-

The world's coffee industry crop year 2010/2011 International Coffee
Organisation (ICO) predicted global production of coffee crop year 2010/11 will
reach 133 million bags, up 8.1% over the previous season. Of the 10 countries of
export coffee - accounted for 86% of the total global coffee crop year 2010/11,
with eight national coffee production increased compared to the previous season:
Brazil (up 21.9% - to reach 48.1 million bags), Vietnam (up 1.6% - to reach 18.5
million bags), Ethiopia (up 7.5% - meet 7:45 million bags), Mexico (up 4.8% reached 4.4 million bags), Guatemala (up 4.3% - How to reach 4 million),
Honduras (up 7.1% - reached 3.83 million bags) and Uganda (up 10.8% reached 3.1 million bags). 2011/12 coffee crop has started in some major
exporting countries, including Brazil, Ecuador, Papua New Guinea. In Brazil,
although the 2011/12 season is the season of the cycle for Arabica coffee
production is low, but total production is expected to reach 43 million bags.

-

Indian Coffee Market: Prospects for Indian coffee crop year 2010/11 is not
stable. Rainfall in the growing regions is not uniform, some others where it rains
like Tamil Nadu and Coorg rainfall has been quite low. February temperatures
and high Ba can affect Robusta coffee production in a certain degree, although
heavy rain in January caused 12/2009 soil moisture enough to help offset the
shortage of water in the coffee time flowering. However, according to industry
sources forecast coffee production over 2010/11 crop will be slightly lower than
expected level of about 275,000 tons, of which 175,000 tonnes and 100,000
tonnes of Robusta coffee Arabica coffee.

Statistical data Production, Supply - Demand Indian coffee

2008/2009

2009/2010

Starting time season:
October 2008

Starting time
Starting time season:
season:
October 2009
October 2010

Data
from

Data
from

Old data New
data

USDA

2010/2011

Old
data

New
data

USDA

US Old
D data
A

New
data

Planted area
(thousand ha)

394

394

394

395

395

395

396

Harvest area

(thousand ha)

350

350

350

350

350

350

351

555

555

557

557

557

560

70

70

70

70

70

70

625

625

627

627

627

630

1.985

1.835

1.807 1.937 2.186

2.293

1.325

1.325

1.500 1.500 1.577

1.667

3.047

3.047

3.400 3.400 3.250

2.920

0

0

0

0

4.372

4.372

4.900 4.900 4.827

4.587

200

480

450

200

400

400

Whole bean roasted 0
coffee imports
(thousand bags)

0

0

0

0

0

0

Instant coffee
(thousand bags)

0

0

0

0

0

0

Tree seeds (million
trees)
555
Tree no seeds
(million trees)
70

Total seed tree

625

The number of initial
reserves (thousands 1.835
of bags)
Arabica coffee

production (thousand 1.325
bags)
Robusta coffee
production (thousand 3.050
bags)
Other coffee
production (thousand 0
bags)

Total production 4.375

0

0

(thousand bags)
Coffee imports
(thousand bags)

480

0


Total imports

480

200

480

450

Total supply

6.690

6.557

6.687

7.157 7.037 7.413

7.280

Coffee exports
(thousand bags)

2.125

2.295

2.109

2.900 2.600 2.600

2.450

Whole bean roasted 5

coffee exports
(thousand bags))

5

5

10

10

10

10

Instant coffee
(thousand bags)

850

700

787

900

900

900

900

Total exports

2.980

3.000

2.901

3.810 3.510 3.510

3.360

Whole bean roasted 1.603
coffee is consumed
in the country
(thousand bags)

1.320

1.300

1.580 1.330 1.300

1.300

Instant coffee is
consumed in the
country (thousand

bags)

300

300

300

320

320

Total domestic
consumption
(thousand bags)

1.903

1.620

1.600

1.900 1.650 1.610

1.620

The number of
remaining reserves

1.807

1.937

2.186

1.447 1.877 2.293

2.300

The total volume 6.690
of distribution

6.557

6.687

7.157 7.037 7.413

7.280

Output capable of
exporting

2.752

2.772

3.000 3.250 3.217

2.967

2.472

200

320

400

310

400


2. Vietnam coffee:

-

Vietnam is the newest member of the list ranking the nation's largest coffee
producer in the world. Participation in this market since 1990, Vietnam with 14%
currently ranks second worldwide after Brazil in total coffee production and
export is the country's largest Robusta coffee world. By the end of 2010, coffee
area was approximately 540 thousand ha, ranking fourth in the world, in
Vietnam, coffee is one of three agricultural export strategy countries (accounting
for approximately 15% of the total value Vietnam exports agricultural products).

-

In 2010, coffee exports of Vietnam reached more than 1.2 million tons with a
value estimated at 1.85 billion USD, Vietnam's coffee was present in 75

countries around the world. The importer of coffee in Vietnam is mainly
Germany, Spain, Italy, Belgium, Poland, Korea, France, Britain and Japan, 10
countries account for over 70% of total exports of coffee. Vietnam's coffee is
also a source of many raw materials mainly coffee maker in the world, notably
Nestle Group ', is one of the largest customer of Vietnam's coffee.

-

With the strength of Robusta coffee production, and speeds up double-digit
growth of the coffee products, coffee industry is expected to contribute $ 3
billion in the export of Vietnam in 2011.

3. Superior performance and quality of Dai Nguyen


-

Dai Nguyen is a corporation operating in the manufacturing and trading of coffee
with the growing field of activity, production, prosessing, trading and exporting
coffee. Group was established in 1995, based in Buon Ma Thuot City.

-

Great selection 4 Originally the world's finest materials: Robusta coffee in Buon
Ma Thuot Vietnam's most famous, is considered the finest in the world with a
strong taste; coffee flavor to the original from the homeland of Ethiopia coffee;
delicious Arabica beans fascinating land of Jamaica; known brand of coffee in
the world export Brazil…

-

Within five years, from a small workshop in Buon Ma Thuot, Dai Nguyen has
been in every country. Dai Nguyen has built up a reputation and become familiar
brand of coffee to consumers both at home and abroad. In 2001, Dai Nguyen has
been the nation and won the top position with a network of thousands of coffee
shops.

4. Development Strategy
-

"Delivering the domestic market, conquered the world market", by moving
from breadth to depth, investment and development industry franchise system in
the country.

-

Dai Nguyen will be representing the elite of Vietnam's coffee to the international
market with statement:
+ Vietnam coffee is considered a philosophy for the future: to honor the
creativity and development, towards harmony and sustainable development of
mankind.


+ Vietnam coffee is considered a new form of energy: energy for the brain, the
blood of the knowledge economy.
+ Vietnam's mission is to connect and develop coffee enthusiasts worldwide and
provide new energy for the knowledge economy.
+ Vietnam to focus all available resources, incentives to make every possible
form and organization of coffee through the coffee into a multi-industry group
leading the region and the world; to gain the admiration of the world community,

pride and typical for the development of Vietnam through the development of
creative strategies to serve the sustainable development of mankind.
-

Dai Nguyen coffee products are exported to 43 countries around the world with
major markets like USA, China, system development cafes and some up to 1,000
cafes and the presence of transfer international rights by the appearance of Dai
Nguyen coffee shops in Japan, Singapore, Thailand, Cambodia, China, Ucarine,
USA, Poland ...

Coffee Great Resources in the U.S.
-

Dai Nguyen is now further promote the implementation of the contract to seek
market share to Dai Nguyen Coffee.

5. Conformity with coffee consumption trends of The World and India
-

Instant coffee market acceleration According to the British Coffee Association,
in 2000, the share of coffee consumption accounts for 13% of the total
consumption of coffee and after 10 years, the this number has exceeded 40%,
coffee is still strong and accelerating threat proportion of products consumed
coffee roasting tradition.


-

According to the International Coffee Organization (ICO) coffee consumption in
Vietnam grow 31% in 2010, reaching 1.583 million bags of coffee which

accounts for 38.5% of total consumption, coffee roasters account for 61.5%,
growth of coffee production increased 4.5%.

-

Market Vietnam coffee growing in recent years, an average of 7.9% / year in the
period 2003-2008 and is expected to keep a high growth rate of about 10.5% /
year between 2008 -2013, according to a survey by market research firm
Euromonitor.
Trends in selected specialty coffee and the coffee is certified origin

-

Consumers are forming new habits, and these habits contribute to new consumer
trends.
+ Consumers valued the "quality", "famous brands" and "sustainable

products and origin."
+ Consumer products are certified environmentally friendly;
+ Good selection of brands and are responsible, avoid bad compan;

III.

Product: "Instant coffee the G8"

1. Vietnamese recipe and excellence: Dai Nguyen has created a special recipe of
coffee in the world that is good material + high technologic + Eastern Recipes +
new perspective on coffee, the unique features only in University Highlands. By
Dai Nguyen is the world's leading corporate technology transfer, environmental
friendly.

… From Vietnam highlands


-

Material resources have been selected both Robusta and Arabica coffees, have a
name in the world in volume, quality, flavor with a strong taste; coffee flavor
from the original native land Ethiopia's coffee flavor; Arabica delicious
fascinating land of Jamaica is considered the world's finest;

-

Modern technology and the only manufacturer in the G8 process is the ability to
extract unique: just take the parts only in the finest coffee beans to each launched
an instant coffee product with a distinctive flavor, dense and fascinating.

Công nghệ hiện đại
-

Eastern Recipes is the blending of rare herbal materials, energy resources
especially precious and special additives during roasting.

Thân thiện với môi trường …
-

Dai Nguyen has a new perspective on coffee, as it is not just a regular drink is a
drink that for the brain, a source of creative energy for the future.

The main characteristics have been made on the difference for coffee "Instant
coffee G8" but not a product that does instant coffee market has been.
2. Features: "Instant coffee G8" is considered rapid drink and fight sleepiness
during work stress, giving the viewer a sense of taste, the smell of oil and fruits
each client.
3. Select a variety: coffee market in India is competing strongly with other
beverages: soft drinks; tea; energy drinks with added sugars, caffeine, taurine;
drinks for athletes and sports.
-

The strong competition of other drinks that coffee is no longer the first choice of
many consumers.

-

So Great Originally has "equipped" to "Instant coffee G8" to add more support to
fight the competition in India, the oil is dark coffee G8 and more specifically
block the scent of almonds , fruit, avocado oil, with acidity bar, fresh, clean your
tongue.

-

"Instant coffee G8" has four types of customer choice: black insoluble G8, G8 2
Instant coffeed in 1 (black line), G8 3 Instant coffeed in 1 (milk sugar). G8 fruit
flavors.

4. Consumers of the product: In a place like Mumbai the economic “boom”
when there is no time for the coffee cup filter coffee with your coffee dark and
strong will help customers quickly get a cup of coffee delicious coffee and
convenience.

Foreseeing this trend, the last in 2009, Great Originally released research and
instant coffee products and exports to the developed countries and developing
countries around the world.


The middle class is the object of the G8 customers
The middle class accounts for 34% of 20 million people in Mumbai, including
businessmen, officers, young and progressive knowledge is the main target consumers in
this product

IV. Marketing Plan
1. Market research and distribution systems:
Identify competitors advantages and disadvantages: Its biggest rival, "Go
anywhere on the Indian soil will also find a Café Coffee Day (CCD)". With strong growth
and huge revenue, CCD has become a giant in the coffee business in India, competing with
Starbucks in this fertile market.

Café Coffee Day
-

In India, when it comes to coffee, people will think of the VG Siddhartha - a
humble man, almost reclusive. Store chain Café Coffee Day (CCD) he was so


popular in the suburbs of middle-class, combination of office buildings and
airports in the country. They say, "go anywhere on the Indian soil will also find a
nearby restaurant CCD".
-

The CCD's trump card is the main source of cheap raw materials from

plantations of his home. While many international companies have to spend 12
Euro to buy roasted coffee beans, the CCD takes only 2 Euro. "Without any
intermediary stages in the supply chain of our products," he said Siddhartha.

Starbucks coffee
-

For the other sword is worth the Seattle-Starbucks has signed an agreement
with Tata Coffee (a member of the Tata Group of India). Exports to 54 countries,
Tata Coffee will help Starbucks sourcing raw materials in India.

-

Advantages: Coffee consumption in India is still relatively modest. According to
Arvind Singhal, chairman of retail consulting firm Gurgaon, India can open
5,000 more cafes in the next 5 years.

-

Difficulty: The rival companies have plans to open Starbucks agents in India
later this year. They will join the Barista (now owned by Italy's Lavazza), Gloria
Jean's of Australia and the UK's Costa Coffee. However, international
competition also requires some adjustments.

-

Must have all three factors: the size, quality and experience to beat rivals such as
CCD and Starbucks.
Distribution channels to build brand reputation: To enter the Indian market,

foreign investors will be more active form. However, the joint venture will bring the
following benefits for University Highlands: Indian partners available network
distribution / marketing were recognized. Indian partners available financial resources.
India Partners is available to establish relationships, to help build the business becomes
smoother.


Giants in the value distribution
-

Through market research, the Group Dai Nguyen will sign a joint venture with
Pantaloon Retail India Ltd. - One of the largest retail company in India.
Accordingly, the joint venture will establish a system to store wholesale supplier
to retail stores, factories and farms in India.

-

Starting from a small garment enterprises established in 1987, Pantaloon Retail
India Ltd each step in the retail market of India. By the method of business
organization daring but very unique, Kishore Biyani-the Group Managing
Director, Pantaloon Retail India Ltd has helped to reach the leading position in
the retail sector in India today, with a total some 18,000 employees in 450 stores
and a range of over 30 cities in India.

Massive system of Pantaloon Retail India Retail
-

In addition to opening the cafe, Dai Nguyen would also owns 50 small shops and
1,000 coffee machines in 400 different companies. Estimated that every day can
reach 20,000 Indian customers.

-

The difference of Pantaloon with other businesses in the stage of organization
and management, Kishore Biyani of applying Western methods, but to take steps
to exploit the market, he did comply with the customs of Indian people. The
creative application of Kishore Biyani has helped this brand Pantaloon quick
access to customer source which is the Indian tradition, has been the model of
modern management and effective.

-

Dai Nguyen will joint venture with Pantaloon, we've got the contacts between
leaders of both parties and agreed in principle the comprehensive cooperation of
the two Group.

-

The brand resonance between the two brands will promise many advantages for
the coffee of the G8 University Nguyen penetrate deep into the Indian market.
2. Pricing strategy:

-

Dai Nguyen review the prices of the products are provided to ensure that it
remains relevant to the realities of the Indian market. Sometimes may need to
reduce prices of products and services.

-

Need to find that the profitability of a product or service that has no resemblance
to the effort and resources spent to produce them. By raising their prices, Dai
Nguyen could lose some customers, but the rate of% remaining customers could
generate a profit on every sale. This is also the question with Dai Nguyen?

-

Sometimes need to change the terms and conditions of sale. By stretching the
price of Dai Nguyen in a few months or years, the group could sell more
products. Can sometimes coordinating products and services together to have the
offer or special promotion. Sometimes the two can be put into a small promotion
that cost little money but that of Dai Nguyen price more attractive to customers.

-

In business, true to its essence, whenever you see a resistance or frustration in
any part of the sales or marketing activities, be prepared to review that section.
Be open to the possibility that the current pricing structure of the group may not
be appropriate for the market in the same time. Get ready to re-evaluate the need
to maintain price competitiveness, survival and growth in a rapidly changing
market such as India.


3. Promote products:
Experience available with our previous products with the Indian culture we have
made many moves to advertise their products as:
-

In all mass media, press releases, articles on topical products and premium

features Vietnamese and their effects .

Tổ chức các sự kiện quảng cáo sản phẩm
-

We also have clubs for those who like to enjoy the coffee, and coffee G8
includes the site on how to enjoy the coffee table of every region. Here
everything has to exchange, exchange, more meaningful life for a better job.

-

Besides, we also seek to charity basis by the combination of their products we
are introducing to the public about products in addition to many other forms of
charitable people to care and response.

-

India is the development of information technology so we always used to
advertise products and also selling online.

4. Sustainable Development:
-

Projected 5 / 2012, when the product has a foothold in the market, Dai Nguyen
will take steps to improve business lines locally by building the processing plant
coffee with medium in suburban Mumbai, the area of 12 ha, with the line,


modern equipment and technology in Europe, with capacity of 6,000 tons / year
total investment of USD 10 million.

Coffee Factory
-

Revenues from the first phase of about 21 million USD / year. From 2014
onwards, annual sales of USD 35.5 million. The local budget from $ 1.7 million
/ year.

-

Dai Nguyen will be able to combine raw materials locally to cater for plant
production. The region has the largest acreage includes Budan-Bala, Niligris and
Shevaroys, these regions produce the best coffee.

-

In the first year, the plant will use about 120 stable regular workers and 600
seasonal workers at the local numbers will continue to increase in coming years.
Under the plan, May 2 / 2013 plants will be completely constructed and put into
production.