REVIEW OF MARKETING STRATEGY OF COMPETITORS AND LOTTE MART

This is the best comparison about Marketing strategy of Lotte Mart and its competitors in Vietnam. Based on this document, you will have a better overview of Vietnam retail market. this document is mainly for marketing people who work for retail shopping companies like Lotte Mart.

MARKETING STRATEGY OF COMPETITORS AND

LOTTE MART

By Mr John

Date: 12/03/2017

1

COMPARISON OF BIG C AND

CO.OPMART

- is a trademark of Casino of France

- over 9,000 stores around the world

- having 17 stores in Vietnam

cooperative

- Leading player in Vietnamese retail market currently

2

Source: http://www.bigc.vn ; http://co-opmart.com.vn/

COMPARISON OF BIG C AND CO.OPMART

2 Infrastructure

 Area:

- Co.opmart is middle size 5000 to 13000 m2

- Big C is large size 20,000 to 30,000m2

- Co.opmart is more covering

- Big C is less covering

 Layout style

- Co.opmart is Vietnmese casual style

- Bog C is foreign luxurious style

3

COMPARISON OF BIG C AND

CO.OPMART

3 Segmentation and positioning

 Big C

- Positioning: cheapest price product

over

- Positioning: close friends of every family

4

COMPARISON OF BIG C AND

CO.OPMART

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

- System of restaurants inside supermarkets

- Having strict criteria toward product quality

5

COMPARISON OF BIG C AND

CO.OPMART

5 Similar points

 Focusing on low price strategy

 Concentrating on environmental issue

 Product diversity

- Co.opmart: “Vietnamsese high quality products”

- Big C: “It is cheaper than it was”

6

LOTTE MART MARKETING

STRATEGY

- Korean retailer penetrated into Vietnam in late 2008

- 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 localization

- Product diversity

- Private branded products

7

LOTTE MART MARKETING

STRATEGY

8

 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

“Coming with cheap price, going with happiness”

“International children day”

“International Women day”

“Economical Shopping With Lotte Mart” and so on