Hobart Saigon Trading Co Pty Ltd Consulting Team Bach Ngoc Lan Anh - s3357525 Nguyen Thi Phuong Thao - s3131652 Nguyen Quang Thong - s3259052 Le Nguyen Minh Tram - s3619122 Luu Mong Van - s3373014
Outline > Project Overview > Key Findings > Recommendations > Conclusion
Australia Tasmania Lan-Anh
Project Overview Hobart Saigon Trading Co Pty Ltd Exporting & importing between Australia & Vietnam Product: food and beverage High-quality, uniquely made in Tasmania Client’s request: Recommend marketing techniques to reach consumers & promote Tasmanian products → Tools: PEST Analysis, Porter’s Five Forces (secondary research, working experience application) Lan-Anh
OUR FINDINGS
Findings Problem 1: Limited / Unattractive labeling and packaging > Customers are paying attention to the country of origin (Euromonitor International 2016). > Rising trend of health-consciousness driving demand for healthy products. > High demand for speed, convenient and comfort products and services. > Vietnamese family-oriented culture promotes dinner gather at home. Van
Findings Problem 2: Low consumer awareness of Tasmanian products A variety of food companies → Fierce competition in food & beverage industry Low awareness of the region named Tasmania → Lack of trust in its products Tram
OUR RECOMMENDATIONS
Recommendations Diversifying product appearance by designing packaging and labeling Shipping Storage Supplier Picture Packaging Mode Condition 2 – 4 0 C Salmon Huon -Wholesale: 5kg each, banquet packs of both hot Airfreight and cold smoked fish (approximately 1kg/pack) Aquaculture - Retailer: fillets and either sell as 2kg slice or cut down to 170g portions Beef SWIFT Wholesaler: by boxes (20kg boxes) Airfreight 2 – 4 0 C Abattoirs Retailer: by pieces Cheese Ashgrove Sizes of “rounds” for both wholesale and retail Airfreight 4 0 C 2 – 4 0 C Lamb SWIFT Wholesaler: by boxes (20kg boxes) Airfreight Abattoirs Retailer: by pieces Wine Brown Wholesaler: by case Airfreight 4 0 C Retailer: by bottle Brothers Thong
Recommendations Building brand awareness through appropriate brand positioning > Understanding Customers Insight: High Income, Seeking for upscale lifestyle, Health Conscious > Choosing appropriate positioning ‘The authentic Tasmanian grocery for your exquisite lifestyle’ Thao
Recommendations Developing Marketing Communication Plan to reach target customers > Traditional advertising - Print Ads (Magazines) / Point of Sales Materials > Digital advertising - Social networks (Facebook, Instagram etc.) > Public relations - KOL seedings (Online Forum) Thao
Communication Channels Timeline Thao
Conclusion Limited / Unattractive → Diversifying product appearance ● packaging & labeling by designing packaging & labeling Low consumer awareness → Brand Positioning & ● Marketing Communication Plan Lan-Anh
References AmCham Vietnam 2013, ‘Vietnam’s middle class set to double by 2020: BCG’, AmCham Vietnam , viewed 21 August 2017, <http://www.amchamvietnam.com/vietnams-middle-class-set-to-double-by-2020-bcg/> Australia Trade and Investment Commission, n.d., ‘Food And Beverage To Vietnam’, Australia Trade and Investment Commission, viewed 21 August 2017, <https://www.austrade.gov.au/Australian/Export/Exportmarkets/Countries/Vietnam/Industries/food-and-beverage> Euromonitor International 2016, ‘Vietnam: Country Profile’, Euromonitor International , viewed 21 August 2017, <http://www.euromonitor.com/vietnam-country-profile/report> Hong, A 2016, ‘World Bank: Vietnam able to reach US$18,000 annual income by 2035’, VnExpress International, viewed 21 August 2017, <http://e.vnexpress.net/news/business/economy/world-bank-vietnam-able-to-reach-us-18-000-annual-income-by-2035-3361956.html> Meyer, K.E. and Nguyen, H.V., 2005. Foreign investment strategies and sub‐national institutions in emerging markets: Evidence from Vietnam. Journal of management studies , 42 (1), pp.63-93. Nielsen 2010, ‘Vietnam Is Heating Up’, The Nielsen Company , viewed 21 August 2017, <http://www.nielsen.com/content/dam/corporate/t3/vietnam/reports/Nielsen_PFM%20Presentation_English.pdf> The Telegraph (2017), ‘How The Internet Of Things Is Changing The Retail Landscape’, The Telegraph, viewed 21 August 2017, <http://www.telegraph.co.uk/business/digital-leaders/horizons/how-internet-of-things-is-changing-retail-landscape/> Vidot, A 2015, ‘Vietnam Closes Door On Australian Fruit And Vegetables’, ABC News , viewed 21 August 2017, < http://www.abc.net.au/news/rural/2015-01-05/vietnam-ban-in-force/6000770>
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