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Launching liver product in food supplement market in Vietnam
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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