Marketing Plan 2010 - Functional Food Company

3/13/2012

Structure
1. Executive Summary
2. Environmental Analysis

Functional Food Company

* The marketing environment
* Target market
* Current marketing objectives
and performances

3. SWOT Analysis
* Strengths and Weaknesses
* Opportunities and Threats

Structure
4.Marketing Objectives
5.Marketing Strategies
* Target Marketing
* Marketing Mix

6.Marketing Implementation
7.Evaluation and Control

1.Executive Summary
• In recent years, the amount of organic food
production sold hasn’t risen significantly.
• Marketing Division presents brand-new marketing
strategies with the intension of increasing market

shares, sales and profits.
• Cost needed for this project: 600 millions VND

2. Environmental Analysis
i) The Marketing Environment :
External Environmental Factors:
Economy : Predicted Development Rate 20%
Social Culture : Traditional Medicine
Technology : innovated machines and upgrading processes
Competitor : over 1,000 companies manufacturing and
importing types of functional food
Potentials : more opportunities for small-scale companies

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2. Environmental Analysis
i) The Marketing Environment :
Internal Environmental Factors :
Culture : delivering all kinds of products through a
series of pharmacies
Human resources : competent scientists and staff
Marketing Plan : no proper marketing plan in Viet Nam
Finance resources : over 700 billions from selling
shares

2.Environmental Analysis
ii) Target Market : kinds of target

customers
+ high-income and busy customers
+ patients
+ people having special diets ( kids,
teenagers, pregnant women, elderly people)

2.Environmental Analysis
iii) Current Marketing Objectives and Performances:
* Objectives :
Rise sales by at least 20%
Enhance by 6% in market share in 2011
Get more attentions from average-income consumers
* Performances:
No proper marketing activities

3.SWOT Analysis
*Strengths :
Hard-working and experienced
employee
Hi-tech factory
Superior Products
A variety of products suitable
for everyone
Abundant financial budget

3.SWOT Analysis
*Weakenesses:
Poor deliver system
Weak customer care
Overshaded brand image

Dependency on pharmacies

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3.SWOT Analysis
* Opportunities:
Upward trend on the level of
demands of organic food products
Changes in people ’s perception
New ways to sell products
Innovation in methods to approach
new customers

4.Marketing Objectives
Product Improvement: enhance the quality of
functional food with a range of products with
upgraded production stage ;
Profitability : 20% development index
Market share : accounting for 15% in the next
5years
Distribution: wide distribution channel
Employment trainning activities : offer more short
courses to improve employee ’s work aspects

3.SWOT Analysis
*Threats:
More appearances of

multinational large-scale firms
Degraded quality of resources
Inflation (economic
challenges)

5.Marketing Strategies
*Target Marketing Selection :
Geography : clients mainly from cities
Psychological profile: convience and quickness
Product usage :
1. Supply trace elements and vitamins immediately
2. Improve performances of nervous system, digestive
system…
3. Affect on health and beauty positively

5.Marketing Strategies

6.Marketing Implementation

*The development of Marketing Mix
Product : product diversity
Price : ranges of prices acceptable for office
workers, businessmans, … and even patients
Place : sell commodities through shops, phone and
by internet
Promotion : offer attractive promotions, discount

* January and mid Febuary 2011:
Hold seminar about benefits of functional food, with
the presence of specialists and consultants

Arrange a press-conference to get attention of
potential customers
Upgrade and open the head-offices across Viet Nam
Mount a health march

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6.Marketing Implementation
* From March to May 2011:
Provide scholarships for students majoring in food
technology and biology technology
Offer students from universities, high schools free
tours of our factory
* In July and August 2011
Conduct survey of consumer’s understanding of
functional foods and give them brochure of our firm
Enhance salesclerks’s quality

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6.Marketing Implementation
* From late January 2011
Advertise on some websites of health, buses,
newspaper, panels in the centre of HCMcity

Extend the best possible customer care
Expand distribution channel
Set up official website of our own firm
Sell shares of company

7.Evaluation and Control
Controlling the advertising campaign
Sales analysis: making a report about profit
and loss
Arranging some meetings to evaluate and
improve the quality of strategy
Making a detailed list of customer’s
information with their comments to have a
good customer’s care
Evaluating the quality of salesclerks

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Reference
THANK YOU FOR YOUR ATTENTIONS
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The Academy of Sciences and Healthy Life
Websites of Functional Food Companies
www.wikipedia.com
www.google.com
www.vnexpress.com
www.thucphamchucnang.com

Members :
1.Nguyễn Trương Phương Thủy
2.Nguyễn Ngọc Đức
3.Nguyễn Phương Trúc
4.Đỗ Thị Thu Trang
6.Tưởng Thị Hồng Hạnh
6.Đoàn Thị Ngọc Bích

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