Assignment 1 Marketing BAV Sunderland

Explain the various elements of the marketing process Andy’s team should follow for marketing ANOVA MILK JSC(LO 1.1) and also evaluate the benefits and costs (you may assume relevant quantitative figures) of your recommended marketing orientation for ANOVA. (LO 1.2) Prepare a report on possible targets and product positioning (at least 3 formula milk products) based on your findings for members of Andy’s team. TIP: Your report should include the macro and micro environmental factors (LO 2.1), buyer behaviour which influence marketing decisions (LO 2.4), propose segmentation in the differing markets (LO 2.2), targeting strategy (LO 2.3) and market positioning (LO 2.5)of ANOVA MILK products in Vietnam.

BANKING ACADEMY, HANOI BTEC HND BUSINESS (ACCOUNTING) ASSIGNMENT COVER SHEET

_

Signature Date

FOR OFFICIAL USE (Course Administrator)

Internal Verificatio n

First attempt

work

of the marketing

1.1

Evaluate the benefits and costs

of a marketing orientation for a selected

whichinfluence marketing decisions

2.1

Propose segmentation criteria to be usedfor products in different markets

2.2

Choose a targeting strategy for a selected product / service

2.3

Evidence for the

Assessor’s decision

Internal Verificatio n

First attempt

workDemonstrate how

Re-buyer behaviour affects marketing activities in different buying situations

2.4

Propose new positioning for a selected

product/service

2.5

Grade Awarded

Pass Referral

Areas for improvement:

To achieve a pass, you need to meet all the requirements set inthe assessment criteria

more relevant answer

better knowledge

more and better explanation

more organization specific examples

more analysis

more critical thinking

improve in your class attendance

put in more effort in your studies

do not plagiarize with same answer as another student in prepared notes

ASSESSOR SIGNATURE DATE / / 2014

NAME:

(Oral feedback was also provided)

STUDENT SIGNATURE DATE / /

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades Grade Descriptor Indicative characteristic/s Contextualisation

To achieve M1, you would have shown

an effective approach to the orientation, concept and philosophy in marketing ANKA milk products in Vietnam

To achieve M2, you would have shownthe use of SWOT,STEEPLED,

competitive forces and other theories and techniquesincluding cost and buyer behaviour that affects ANKA marketing

To achieve M3, you will have used accurately a range of methods of presentation (tables, graphs, flowchartsetc), and technical language

throughout your report highlighting your findings in the marketing of ANKA products in Vietnam

(Task 1 and 2)

D1 Use critical

reflection to

evaluate own work

and justify valid

thoughtfulness and coherence of your

suggested strategies (Task 2)

(Task 1 and 2)

Task 1 (LO 1: 1.1, 1.2 and M1, M2, M3, D2)

Andy de Boer and his team have been hired to provide marketing advice for Anova Milk on the promising Vietnamese formula market As a member of Andy’s team you are in charge of providing a well-structured marketing brief for Andy

You have been asked to prepare a 20 to 30 presentation slides (with accompanying notes) and a brief marketing audit to Andy and the rest of the team to understand the concept and process of marketing

Explain the various elements of the marketing process Andy’s team should follow for

marketing ANOVA MILK JSC(LO 1.1) and also evaluate the benefits and costs (you may

assume relevant quantitative figures) of your recommended marketing orientation for ANOVA (LO 1.2)

To achieve M1, you would have shown an effective approach to the orientation, concept and

philosophy in marketing ANOVA products in Vietnam.

To achieve M2, you would have shown the use of SWOT (see also STEEPLED, competitive forces for task 2) and other theories and techniques including cost and buyer behaviour that affects ANOVA marketing

To achieve M3, a range of methods of presentation have been used and technical language has been accurately used by you in your findings in the marketing environment of ANOVA

products in Vietnam (see also task 2)

To achieve D2, you will have recorded how you have organized all your research activities and tasks for this section (see also task 2) You must submit your records on an XLS file to achieve D2

To achieve D3, there should be a clear linkage and logical flow between all parts(see also task 2)

Task 2 (LO 2: 2.1, 2.2, 2.3, 2.4, 2.5 and M2, M3, D1, D2)

Prepare a report on possible targets and product positioning (at least 3 formula milk products) based on your findings for members of Andy’s team TIP: Your report should include the macroand micro environmental factors (LO 2.1), buyer behaviour which influence marketing

decisions (LO 2.4), propose segmentation in the differing markets (LO 2.2), targeting strategy (LO 2.3) and market positioning (LO 2.5)of ANOVA MILK products in Vietnam

To achieve M2, you would have shown the use of (SWOT from task 1), STEEPLED,

competitive forces and other theories and techniques including cost and buyer behaviour that affects ANOVA marketing

To achieve M3, a range of methods of presentation have been used and technical language has been accurately used by you in your findings for marketing ANOVA MILK products in

Vietnam

To achieve D1, you will have drawn conclusions and justified the links between segmentation

and a suitable targeting strategy and positioning of MILK products.

To achieve D2, you will have recorded how you have organized all your research activities and tasks for this section (see also task 1) You must submit your records on an XLS file to achieve D2

To achieve D3, there should be a clear linkage and logical flow between all parts(see also task 1)

Task

checklist Summary of evidence required by student

Corresponding Los

Task 1

Prepare 20 to 30 presentation slides (with accompanying notes) and a marketing brief related to the various elements of the marketing process and the benefits & costs of a chosen marketing orientation in ANOVA MILK

LO 1.1, LO 1.2

Task 2

Prepare a report on possible targets and product positioning (at least 3 formula MILK products) based on your findings for ANOVA MILK

LO 2.1, 2.2, 2.3, 2.4, 2.5

MARKETING PRICIPLES

SUBBMIT DAY: 13thApril 2015

Table of Contents

I Introduction 13

II Body 14

1.1: Evaluate the various elements of the marketing process 14

1.2 Evaluate the benefits and costs of a marketingg orientation for a selected organisation14 2.1 Show macro and micro environmental factors which influence marketing decisions 14

2.1.1 Micro environmental factors 14

2.1.2 Macro environmental factors 14

2.2 Propose segmentation criteria to be used for products in different markets: 15

2.3 Choose a targeting strategy for a selected product/ service: 17

2.4 Demostrate how buyer behavior affects in different buying situations: 17

2.5 Propose new positioning for a selected product/service 18

III Conclusion : 20

IV Reference 20

ANOVA is a joint-venture company ANOVA is official on stream in 2003 This company makes high quality products to meet the demands of ranch and

aquaculture Recently, ANOVA is the prime manufacturer in Veterinary Medical Technology and maritime products Besides, ANOVA standard is recognized by

WHO- World Health Organization (Anova,n.d)

II BODY

1.1 Explain the various elements of the marketing process

a Situation Analysis: Doing situation analysis help organization identify opportunities to satisfy unfulfilled customer needs

- P5F Analysis:

- SWOT Analysis:

- STEEPLED Analysis:

b Marketing Strategy:

The marketing strategy then involves:

- Segmentation: children from 0 – 4 years old

- Targeting

- Positioning the product within the target market

- Value proposition to the target market

c Marketing Mix Decisions

- Product

- Price

- Place

- Promotion

d Implementation & Control

1.2 Evaluate the benefits and costs of market orientation for ANOVA

Market orientation can be defined as business philosophy whereby focus on what

costumer wants and needs, then making strategy based on their market research; from the product development through to products sales The costumer is truly king By using this orientation, ANOVA will enhance its imagine and its position in milk market

II.1 Macro and micro environmental factors which influence marketing decisions

II.1.1 Micro environment factors

We will discuss about the intangible (brand, intellectual property) and tangible factors (infrastructure, building, financial, machines) of ANOVA, then give out some human research.(people, training, development)

-Strengths, weakness of ANOVA

II.1.2 Macro factor marketing

-Opportunities and threats of ANOVA

-STEEPLED analysis

-Porter of five forces

2.2 Propose segmentation criteria to be used for products in different markets

2.2 Segmenting customer market

2.2.1 Choice of market segmentation

To target a certain group from within a population, segmentation is used Having

chosen market orientation, as costumer is the core factor of the business

Psychographic and lifestyle segmentation is the best recommendation among

segmentation variables This segmentation use opinions taken from the research of people’s lifestyle, people’s activities and habit to define the market segment

We divided the market into these segments:

As divided into three main segmentations, we will have a clear orientation The consumers

are children from 0-4 years old The first disadvantage is that children cannot recognize what they need in order to grow strong and be healthy Another problem is that they do not have enough money to buy milk themselves Their family elder members are the one who buy milkfor them, especially is the mothers The element that these mothers most concerned is the nutrition, hygiene and the flavour of the product Their child needs a good product to grow uphealthy Price is also a worthy element The average consumption of a children each day is

-Healthy digestive system

-Height development-Be healthyTaste -Vanilla

flavour

-Vanilla -Chocolate

flavourConveni

ence

-Large box-Small box

-Large box-Small box

-Large box

Sugar content

-Countryside

-City-Countryside

-City-Countryside

about 4 -5 glass per day So it takes average 2 cans powder milk per month to use up If the price is reasonable, it will reach high consumption and attract many mothers The

consumption is average high because children take up a major part in Vietnam’s milk market

We should divide the size of box into two sizes because it will serve for two purposes A largeone is often used to put at home The larger is the size, the cheaper is the price A small one isused for going out, for holiday or vacation It will be more convenience and save more roomsfor the luggage On the other hand, low sugar content for segment 1 (S1) and segment 2 (S2) because at this time children have not had consciousness yet They will not identify if the milk is sweet or not Low sugar content will also save more money for ANOVA High sugar content for S3 will bring to some advantages First, it has been confirmed that children who drink flavoured milk 1) drink more milk overall, 2) have better quality diets, 3) do not have higher intakes of added sugar or total fat, and 4) are just as likely to have a healthy body composition as children who do not consume flavoured milk That is why health

organizations such as the American Academy of Pediatrics and the Academy of Nutrition andDietetics approve of flavoured milk in children’s diets (healthyeating, n,d) Secondly, high sugar content will make the product greasier, have sweet-smelling and it will make children like them and ask for more

For example, we choose segmentation for children from 1-4 years old

Definable

This type of product is able to describe the main characteristics according to the requirements of costumers, satisfy the demand of customers who want their children form 1-4 years old

Sizeable

-The popular trend in Vietnam now is height development This product (S3)will satisfy that demand By making this product meets the market trend it will definitely catch customers’ attention

Reachable This product (S3) will be distributed to the entire retail stores in Vietnam in

order for costumers to buy it when they want to with good price

Relevant The chocolate flavour is the tasty one, it will attract children It will not be

confounded with other segments because of its functions and taste

2.3 Target marketing strategies

ANOVA should choose focused marketing for ANKA on segment S3

This segment is for children form 1-4 years old This is the time that children have consciousness They will know what they like or dislike This is the quite tough time for parents because they cannot force their children to drink the milk that they do not want to In general, market usually does not realize the important for bringing up the children at this time If we choose chocolate flavour, it will be delicious and greasy that make children like On the other hands, the trend now is height development; parents will also pay attention to the products like this Of course, reasonable price is also another thing that decides the final payment ANOVA will have some difficulties

in justifying between the good price and the high quality product

2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations

1 Individual buyer behavior

2 Organization buyer behavior

2.5 Propose new positioning for a selected product/service

High sugar content

Low benefit required High benefit required

Marketing mix Segment 3

 Segment 1

Low Sugar content

ANOVA needs to build a new position, develops and then achieves good position in the milkmarket According to the above the mapping, we can clearly set a new position for ANOVA

ANKA milk products want to be known as high benefit-required with low sugar content.

This will help ANKA Milk attract more customers by helping children be healthier and gainweight with good price So this new position is suitable for ANOVA and in order to perform

it, ANOVA will have to invest money on researching the high benefit-required but also incurgreat expenses in the very first step This will result to a long term benefits for ANOVA andclose relationship with customers

III CONCLUSION

Market is a place where businesses’ activities can be participated in, besides that thebusinesses can implement their strategy to enhance their profits and gain more market share.Market milk is always competitive and there are many competitors such as Vinamilk, IDP,Nestile, ect To develop and maintain position on the market, the research provides solutionsand benefits of marketing in Vietnam market for ANKA By applying those strategiesmarketing, ANOVA can produce ANKA milk, develop it and meet customer needs andhopefully that will lead to profits for the company and the stakeholders

http://www.anova.com.vn/gioi-thieu/cong-Anon, 2014 , Vnexpress [Online], Available at: tuc/vi-mo/toc-do-tang-truong-gdp-cua-viet-nam-cao-thu-2-the-gioi-3120199.htmlAnon, n.d, Weatheronline [Online], Available at:

at:http://anovapharma.com/tin-ap/company-Anon, 2014, Vnexpress, [Online], Available at: tuc/gia-dinh/dan-so-viet-nam-co-gan-90-5-trieu-nguoi-3121884.html

http://doisong.vnexpress.net/tin-Nguyễn Văn Tứ, 2009, Master of Business Administration, Quản Trị Chiến Lược, MGT510, p.58

Anon, n.d, [Online], Available at: Facts/Sugar-in-Milk.aspx