Marketing plan for developing bakery products for kids in supermarkets

COMMITMENTS

The information, knowledge in this thesis of “Marketing plan to develop bakery

products for kids in supermarkets” is my own work with academic learning from

the course MBMM, from tutor’s advices as well as from my own working

experience.

All data in this thesis are true and I will use it for study only, it can be used for

Puratos business but not for any other commercial purposes.

Quang Minh Truc

ACKNOWLEDGEMENT

It is my pleasure to express my gratitude to all those who have helped me make this

thesis possible. Without them, I could not have completed this project.

First of all, I would like to thank all professors, doctors of Hochiminh Open

University and professors from Solvay Business School for the systematized

knowledge and new knowledge during the course MBMM which I could not have

during professional working time in last 10 years.

I would like especially thank to Dr.Nguyen Minh Ha, my tutor for the final thesis,

without any day learning in his class, but I received abundant guidance, information

and particularly his enthusiasm in tutoring. Without his tutoring, my thesis will not

be completed.

I also thank to Ms.Janet Leong, my General Manager of Puratos Vietnam, who

helped to consult me for practical advices from her own experience and from

company’s aspects.

I highly appreciate my classmates, group mates for the sharing, encouraging,

challenging me during the course and in the period doing final thesis.

Lastly, and most importantly, I feel a deep sense of gratitude for my dearest wife,

family who gave me both financial and moral supports that I needed during 2 year

studying, and to my little baby girl is the very last thanks for her bringing happiness

to my life during studying time.

TUTOR’S COMMENTS

CANDIDATE: Quang Minh Truc

PROJECT TITLE: MARKETING PLAN FOR DEVELOPING

BAKERY PRODUCTS FOR KIDS IN

SUPERMARKETS

COMMENTS:

.....................................................................................................................

TABLE OF CONTENTS

COMMITMENTS .................................................................................................................1

ACKNOWLEDGEMENT.....................................................................................................2

TUTOR’S COMMENTS.......................................................................................................3

TABLE OF CONTENTS.......................................................................................................4

LIST OF FIGURES ...............................................................................................................6

LIST OF TABLES.................................................................................................................7

EXECUTIVE SUMMARY ...................................................................................................8

CHAPTER 1: INTRODUCTION........................................................................................10

1.1 Problem statement.................................................................................................10

1.2 Study objectives....................................................................................................10

1.3 Scope and scale of project.....................................................................................11

1.4 Research methodology..........................................................................................11

1.5 Significance of this study......................................................................................12

1.6 The study structure................................................................................................12

CHAPTER 2: PURATOS INTRODUCTION.....................................................................13

2.1 Vision, Mission and Values.......................................................................................13

2.2 Puratos’ marketing activities and conceptual framework..........................................15

CHAPTER 3: LITERATURE REVIEW.............................................................................16

3.1 Marketing plan...........................................................................................................16

3.2 Market analysis..........................................................................................................17

3.3 Marketing objectives, targeting and positioning .......................................................19

3.4 Marketing mix 4P’s to 4C’s.......................................................................................20

3.5 Resource and financial plans.....................................................................................22

3.6 Marketing Implementation ........................................................................................23

CHAPTER 4: RESEARCH METHODOLOGY .................................................................24

4.1 Research methodology...............................................................................................24

4.2 Questionnaire development .......................................................................................25

4.3 Training and pre-test..................................................................................................25

4.4 Free trial products and Interviews .............................................................................26

4.5 Data collection and analysis ......................................................................................27

CHAPTER 5: MARKETING PLAN FOR DEVELOPING BAKERY PRODUCTS FOR

KIDS IN SUPERMARKETS ..............................................................................................28

5.1 Company mission ......................................................................................................28

5.2 Market analysis..........................................................................................................30

5.3 Company’s current marketing status: ........................................................................35

5.4 Marketing plan for period 2012 - 2013......................................................................39

5.5 Marketing activities for marketing plan ....................................................................41

5.6 Resource and budget for marketing plan ...................................................................50

5.7 Implementation plan ..................................................................................................54

5.8 Evaluations ................................................................................................................55

CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS......................................57

REFERENCES ....................................................................................................................59

APPENDIX..........................................................................................................................61

LIST OF FIGURES

Figure 2-1: Puratos Group – key figures...................................................................14

Figure 2-2: Evolution of the annual turnover (in Million €).....................................14

Figure 5-1: Puratos Vietnam past 5 years’ growth ...................................................29

Figure 5-2: Puratos Vietnam sales forecast, growth forecast ...................................29

Figure 5-3: Age and sex distribution for the year 2010 ............................................31

Figure 5-4: Vietnam GDP annual % growth.............................................................31

Figure 5-5: Forecast foods consumption in Vietnam 2004-2014 .............................32

Figure 5-8: Customer’s acceptance price to buy bakery for their kids.....................45

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Marketing plan for developing bakery products for kids in supermarkets

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