RMIT Sgs_ Marketing Principles_BIRDY COFFEE Ajinomoto marketing strategies in the Vietnam market_ANALYSIS OF STP MODEL AND MARKETING MIX CỦA BIRDY COFFEE

RMIT Sgs_ Marketing Principles_BIRDY COFFEE Ajinomoto marketing strategies_ANALYSIS OF STP MODEL AND MARKETING MIX CỦA BIRDY COFFEE. Marketing Strategy for Birdy Instant Coffee in Vietnam Market. th ị trườ ng Cà phê hòa tan hi ện nay đang phát triể n r ấ t m ạ nh m ẽ . V ớ i nh ị ps ống đang sôi độ ng t ạo điề u ki ệ n cho các lo ạ i s ả n ph ẩ m u ố ng li ề n,ti ệ n d ụ ng phát tri ể n.Vì v ậy, cà phê lon Birdy ra đờ i, m ớ i gia nh ậ p vào th ị trườ ng Vi ệt Nam nên cũng chưa th ụ c s ự đượ c nhi ều người quan tâm. Để t ạ o d ự ng hình ảnh, thương hiệu và tăng thị ph ầ n thì công ty c ầ n có m ộ t chi ến lượ c Marketing c ụ th ể .

BIRDY MARKETING STRATEGI

ES

AJINOMOTO

ANALYSIS OF STP MODEL AND MARKETING MIX CỦA BIRDY COFFEE

01 INTRODUCTION

COMPANY DESCRIPTION

seasonings, cooking oils, frozen food, amino acids, coffee,

35

130 121

(Ajinomoto n.d)

BUSINESS SITES SALES AREA

FACTORIES BUSINESS SITES

TAKAAKI NISHII

Figure 1.3: Takaaki

Nisshii (Ajinomoto n.d.)

“ Contribute to the further

growth of Vietnam, Vietnamese people happy and healthy life through food culture and food resources development ”

( Ajinomoto Vietnam n.d )

MISSION STATEMENT

Figure 1.4: Sun bath

(Zac Durant n.d.)

TARGET CUSTOMER

&

POSITIONING

Values & Lifestyle:

Socially aware, busy

Geographic

Modern employees

TARGET CUSTOMER

TARGET CUSTOMER

Students Employers

Figure 2.1: Students segment

(Min n.d.)

Figure 2.2: Employers segment

(iStock n.d.)

• The comparison between Nescafe and

Birdy coffee

• Birdy coffee is low-priced (Shopee 2020)

• The challenge of instant coffee (Thi truong

ca phe lon day song | Vietstock 2018)

Positioning map between price and taste

POSITIONING MAP 1

POSITIONING MAP 2

Positioning map between taste and convenient

• The differences between Trung Nguyen and Birdy coffee

• Due to the original taste, Trung Nguyen coffee is more common in Vietnam

(Brands Vietnam 2014)

• Birdy coffee is more convenient

03 CURRENT MARKETING & MIX

STRATEGIES

TANGIBLE GOODS

CONVENIENCE PRODUCT

CURRENT PERFORMANCE IDENTIFICATION

Product strategies General View

• Frequently purchase

• Low price

• Convenient location for distribution

BEVERAGE BRAND (Popular beverage brands

in Vietnam) (Passport 2020)

Figure 3.1.1: Birdy Canned Coffee (FMCG

Vietnam 2019)

Core customer

value

Actual product

Augmented product

 Stay awake and full of energy for the new day (Ajinomoto, n.d)

Product Attributes

QUALITY FEATURE S STYLE & DESIGN

 High-tech chain, food safety,

Birdy canned coffee with high quality ingredients

 100% premium Robusta coffee beans.

 No preservatives, colorants and artificial flavoring (Ajinomoto, n.d.)

 Brand name is bold.

 The Ajinomoto logo

is printed smaller on the top.

 The colors of packaging vary with the taste.

 Appropriate to Vietnamese

taste (Passport 2020)

• Various kinds of packaging, based on the tastes of coffee

• Contained in tinned can, environmentally friendly

• Convenient, light

Packaging

Figure 3.1.5: Vietnam FMCG distributors - Birdy Canned Coffee

( Captured from vietnamgrocery)

Figure 3.1.6: Vietnam FMCG distributors - Birdy Coffee Black Drink

( Captured from vietnamgrocery)

Product Line Filling

Figure 3.1.7: 6 lon ca phe den 170ml

Product Life Cycle

BIRDY

Figure 3.1.9: What is a Product Life Cycle? ( Paluca 2017 )

Coffee is delicious, packed and transported carefully, so it is not dented Order with promotion

so the price is cheaper than supermarket.

Extremely satisfied

Fast delivery, careful packaging, shake up and drink it off, wake up after drinking.

Figure 3.1.10: Reviews from customers for Birdy

coffee (Captured from Tiki 2020)

 High quality, premium ingredients.

Fast delivery, careful packaging, Drink up the order, the shop responds enthusiastically.

Fast delivery, right items order Good quality, very satisfied.

CURRENT PERFORMANCE EVALUATION

Evaluation

COST-BASED PRICING

MAJOR PRICING STRATEGY

• The first RTD coffee brand entered Vietnam market

• Convenience product

• Some competitors entered this market after Birdy

You can Resize without

Figure 3.2.1: Price per can according to different

volumes purchased (captured from Lazada)

DISCOUNT

You can Resize without

Figure 3.2.3: Products’ prices from competitors (captured from

Bachhoaxanh.com)

Highlands milk

NesCafé milk coffee

Price-adjustment based only on Discount

No product-mix pricing strategies Less price comparison

Promotion increases sales

PRICING STRATEGY EVALUATION

Affordable price

BIRDY

We contribute to the resolution of nutritional issues on various levels in the 130 countries and regions where

we retail our products

( Keiji Kaneko, n.d.)

TYPES OF CHANNELS

A network of 15000 based channel form

the North to the South (Ajinomoto n.d.).

Available on many online platforms

(Ajinomoto, n.d.).

INDIRECT MAKETING CHANNEL

STORE

BASED CHANNEL

Figure 3.3.1: Coopmart logo

(Coopmart n.d.)

Figure 3.3.2: Big C logo

(Big C n.d.)

Figure 3.3.3: AEON MALL logo

(capture f rom AEON MALL)

Figure 3.3.4: Family Mart logo (captured from

Family Mart)

Figure 3.3.5 : Bách Hoá Xanh logo (captured

from Bách Hoá Xanh)

• Groceries Stores

GROCERY STORES

Firgure 3.3.7: Grocery Store: Ngoc

Xuan in Mai Trung, Cẩm Giàng

District, Hai Duong, Vietnam

Figure 3.3.8: Grocery Store: Ngoc

Xuan in Mai Trung, Cẩm Giàng District, Hai Duong, Vietnam

PLATFORMS

Figure 3.3.9: Lazada logo (Lazada n.d.)

Figure 3.3.10: Shopee logo

(captured from Wikipedia)

Figure 3.3.11: Sendo logo

(captured from Bloggiamgia)

Figure 3.3.12: Birdy Coffee on Lazada

(captured from Lazada)

Figure 3.3.14: Ajinomoto

official store on Shopee (captured from Shopee)

Figure 3.3.13: Birdy Coffee on Sendo

(captured from Sendo)

Birdy

Ajinomoto

Resellers

Grocery stores

Channel system promblems

They are available everywhere for North to South Vietnam

HOW 4P DOES NOT WORK TOGETHER?

Few product lines

Many strong competitors

Few distribution channels Convenience product thus less price comparison

Hard to find

Less choices for customers

Failure

Figure 3.5.1: Birdy Canned

Coffee (Captured from vietnam grocery)

Figure 3.5.2: RTD Coffee in

Store (Bao 2018)

PROMOTION

Birdy coffee Lazada, Big C, Co.op mart,

Aeon Mall Customers

1 Advertising:

Print

Figure 3.4.2: Coffee Birdy cooperate with Circle K

(Captured from Vislogo)

Figure 3.4.1: Birdy Coffee on VTV3

(Captured from Youtube)

Broadcast

2 Sales Promotion:

Figure 3.4.3: Birdy coffee discount combo on

Lazada (capture from Lazada)

Discount

Figure 3.4.4: Birdy coffee discount from Hoang Mai,

Co.op Mart, 2020

MEASURABLE ACHIEVABLE REALISTICS

TIME

04 SMART

MARKETING

OBJECTIVES

worldwide

INCREASE MARKET SHARE IN VIETNAM AND INCREASE BRAND

AWARENESS

Specifically, reach at least 2000 reacts on every posts in Facebook or other social media platforms like Instagram

COMMUNICATION OBJECTIVES

Figure 4.1: Birdy Fanpage

(captured from Facebook)

Third ranked in

sales rate

• 86% consumers willing to buy environmental- friendly products

(Nielsen, cited in Ngoc Chi 2017)

• Currently in the “ golden population ” era (Duy Tiến 2019)

Increase 13% of market share in big cities

Increase 30% of sales through

online channels

BUSINESS OBJECTIVE

( At the end of June 2021)

RECOMENDATIONS

Expand product lines

 Add new ingredients such as matcha, vanilla, chocolate, coconut,

Figure 5.1.1: Mr Brown Iced

Coffee (Can) 240ml (Aiking Trading Co Sdn Bhd n.d.)

Optional-product pricing : Get discount

for breakfast when buying Birdy

Product-bundle pricing : sell along

with meals as combo

Figure 5.2.1: Birdy Canned

Coffee(Captured from vietn

amgrocery)

Figure 5.2.2: Birdy Canned

Coffee(Captured from vietnamgrocery)

• Open Birdy chain to sell their products

• Distribute the products to suitable places, which fit with the segmentation customer like vending machine, small supermarket.

• Display Birdy Coffee in easy to see place in stores

Figure 5.3.1: RTD Coffee in Store

Figure 5.3.2: RTD Coffee in Store

Figure 5.4.1: Instant Robusta Birdy coffee

(Capture from Shopee)

Buy 1 pack get free 3 instant coffee

Figure 5.4.2: Toc Tien actress by Thuy

Nguyen ellen, 2014

06

REFERENCES

Coffee

‘Vietnam urged to take advantage of the "golden population structure" period’, Vietnam Net Global, 21

December 2019, viewed in 31 December 2020, <

https://vietnamnet.vn/en/society/vietnam-urged-to-take-advantage-of-the-golden-population-structure-period-602190.html

Big C n.d., Big C logo, photograph, Big C, viewed 30 December 2020, <https://www.bigc.vn>

Birdy 3in1 - The Coffee House 2014, Danh sách các siêu thị bán sản phẩm Birdy 3in1, Facebook, 22 January, viewed 3 December 2020, <https://www.facebook com/notes/birdy-3in1-the-coffee-house/danh-sách-các-siêu-thị-bán-sản-phẩm-birdy-3in1/591579380912675/>

Birdy logo, Birdy World, viewed in 1 January 2021,

<https://www.sgtiepthi.vn/lan-dan-Durant, Z n.d, Sunshine bath viewed in 1 January 2021, <https://unsplash.com/photos/_6HzPU9Hyfg>.

Euromonitor International 2019, RTD Coffee in Vietnam, country report, Passport, viewew December 2020,

Euromonitor International database <https://www.euromonitor com/rtd-coffee-in-vietnam/report>

Family Mart n.d, Family Mart logo, photograph, Family Mart, viewed 30 December2020, <https://www.lazada.vn/>.FMCG Vietnam 2019, Birdy Canned Coffee, Facebook, 22 January, viewed 27 December 2020,

<https://www.facebook.com/pg/citychain.vnn/posts/>

Gettyimages n.d., Businessman boss with office business symbol and icons, Gettyimages,

<https://www.gettyimages.com/detail/illustration/businessman-boss-with-office-business-symbol-royalty-free-illustration/164111333>

Lazada n.d, Lazada logo, photograph, Lazada, viewed 30 December2020, <https://www.lazada.vn/>.

Lazada n.d, Lazada logo, photograph, Lazada, viewed 30 December2020, <https://www.lazada.vn/>

Lazada n.d, photograph, Lazada, viewed 31 December 2020, 170ml-i757648739-s1982806790.html?spm=a2o4n.searchlist.list.11.71897931co0rLi&search=1>

<https://www.lazada.vn/products/combo-6-ca-phe-den-birdy-VISLOGO n.d, POSTER QUẢNG CÁO CAFÉ BIRDY, <https://www.lazada.vn/products/combo-6-ca-phe-den-birdy-VISLOGO, viewed 31 December 2020,

Quảng cáo Birdy trà xanh 3 trong 1 2016, Youtube, 31 December 2020, <https://youtu.be/GyNgUZKOX9k>.

Ra Khoi Wholesale 2017, Birdy canned coffee, viewed 30 December 2020, canned-coffee.html>

<https://www.rakhoiwholesale.com/birdy-Sara 2014, 20% Discount, photograph, Wordpress, viewed 30 December 2020,

<https://nxtranslate.wordpress.com/2014/10/03/20-discount/>

Sendo n.d., Sendo logo, photograph, Sendo, viewed 30 December 2020, <https://www.bigc.vn>

Tajottawa 2020, photograph, 6 August, Twitter, viewed 30 December 2020,

<https://twitter.com/tajottawa/status/1291352678166077442>