Launching liver product in food supplement market in Vietnam

TRƯỜNG ĐẠI HỌC MỞ TP.HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITE LIBRE DE BRUXELLES

SOLVAY BUSSINESS SCHOOL

MBMM4

THIEU THI VY VY

LAUNCHING LIVER PRODUCT IN FOOD

SUPPLEMENT MARKET IN VIETNAM

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor: PhD. HOANG THI PHUONG THAO

Ho Chi Minh City

2010

Thieu Thi Vy Vy Final project – MBMM4

DECLARATION

I hereby enclose eight hard copies & two soft copies of my final project

“Launching Livica - liver product in food supplement market in Vietnam” to

Solvay Business School and Ho Chi Minh City Open University.

I confirm this final project is my own work. And I certify that all data and

references using in this project are legal.

Thieu Thi Vy Vy Final project – MBMM4

ACKNOWLEDGEMENTS

Firstly, I would like to express sincere thanks to my tutor - PhD. Hoang Thi

Phuong Thao for her whole-hearted guidance and feedback which I really

appreciate.

In addition, I would like to show my big gratitude to my special colleagues –

Mr Phan Thanh Trung, who accompanies with me the whole course of MBMM4

& Mr Nguyen Phong Phu, who assists me to conduct the quantitative research for

the information of this final project, and other colleagues in United Pharma

Vietnam, who assist me to complete this final project.

Finally, I wish to acknowledge and thank to all professors, coordinators and

my classmates of MBMM4 program who have delivered valuable experiences,

knowledge and assistance to me during the course.

Thieu Thi Vy Vy Final project – MBMM4

TABLE OF CONTENT

LIST OF TABLES

LIST OF CHARTS

LIST OF ABBREVIATIONS

EXECUTIVE SUMMARY......................................................................................1

Chapter 1: INTRODUCTION

1.1 Background...........................................................................................................2

1.2 Objectives of launching project ...........................................................................3

1.3 Scope and limitation of launching project ...........................................................4

1.4 Research study method serving for project ........................................................4

1.5 Structure of project report ...................................................................................5

Chapter 2: MARKETING SITUATION ANALYSIS

2.1 EXTERNAL ANALYSIS.....................................................................................7

2.1.1 Hepatic market data analysis (IMS market research agency) .................7

2.1.2 Competitors analysis..................................................................................8

2.1.3 Market & consumer’s attitude toward liver products ...............................9

2.1.3.1 Respondents information ............................................................ 9

2.1.3.2 Market overview......................................................................... 9

2.1.3.3 Evaluation of product concepts................................................. 12

2.1.3.4 Ideas for pricing ........................................................................ 14

2.2 INTERNAL ANALYSIS....................................................................................15

Thieu Thi Vy Vy Final project – MBMM4

2.2.1 Historical business share by regions / provinces in Vietnam of United

Pharma’s products ............................................................................................15

2.2.2 Historical business share by channels of distribution of United Pharma’s

products..............................................................................................................15

2.3 SWOT ANALYSIS.............................................................................................16

2.3.1 Strengths...................................................................................................16

2.3.2 Weaknesses..............................................................................................16

2.3.3 Opportunities............................................................................................17

2.3.4 Threats......................................................................................................17

Chapter 3: MARKETING STRATEGY TO LAUNCH LIVICA

3.1 MARKETING GOALS & OBJECTIVES .........................................................18

3.2 MARKETING STRATEGIES............................................................................19

3.2.1 Target segmentation ................................................................................19

3.2.2 Livica positioning.....................................................................................20

3.2.3 Marketing mix ..........................................................................................20

3.2.3.1 Product strategy ........................................................................ 20

3.2.3.2 Pricing strategy ......................................................................... 22

3.2.3.3 Distribution strategy.................................................................. 24

3.2.3.4 Promotional strategy ................................................................. 25

3.2.4 Action plan for launching Livica .............................................................27

3.2.4.1 Consumers ................................................................................ 27

3.2.4.2 Pharmacy .................................................................................. 29

3.2.4.3 Private clinic ............................................................................. 30