Marketing strategy for launching slim slim in 2011 - A product belongs to the anti-obesity market & Slimming food supplement category

STATEMENT OF ORIGINALITY

This work has not been submitted for a degree or diploma in any university. To the best of

my knowledge and belief, the project contains no materials previously published or written

by another person except where due reference is made in the project itself.

Pham Thi Thanh Thuy

December 14, 2010

ACKNOWLEDGEMENT

Firstly, I would like to express my appreciation to Dr. Nguyen Thi Mai Trang, my project

tutor, for all her valued guidance and expert advice in the preparation of this project.

Special thanks to my mentor for her personal encouragement and and unlimited support in

sharing marketing experience which motivated me to work harder on this project.

Last but not least I would like to send my deepest appreciation to my family and my

company for their emotional support and spiritual encouragement throughout my MBA

study.

TUTOR’S COMMENTS

I am writing to certify that this project entitled:

MARKETING STRATEGY FOR LAUNCHING SLIM SLIM IN 2011

A product belongs to the anti-obesity market & slimming food supplement category

Prepared by

Ms. PHAM THI THANH THUY

meets the requirement for a business project at the master’s level. It is recommend that

Pham Thi Thanh Thuy present her project to the Committee.

Hochiminh City, December 9th, 2010

___________________________________

Tutor’s signature

Nguyen Thi Mai Trang

TABLE OF CONTENTS

1 CHAPTER I INTRODUCTION...................................................................................................1

1.1 VIETNAM BEAUTY INC...........................................................................................................1

1.2 PROJECT BACKGROUND ........................................................................................................2

1.3 SCOPES AND LIMITATIONS ...................................................................................................2

1.4 PROJECT OBJECTIVE...............................................................................................................3

1.5 PROJECT’S METHODOLOGY..................................................................................................3

1.6 DESCRIPTION OF CHAPTER ORGANIZATION ...................................................................5

1.7 SUMMARY..................................................................................................................................5

2 CHAPTER II LITERATURE REVIEW....................................................................................6

2.1 MARKETING MIX......................................................................................................................6

2.1.1 The Product.......................................................................................................................7

2.1.2 The Price...........................................................................................................................9

2.1.3 The Place ........................................................................................................................10

2.1.4 The Promotion ................................................................................................................10

2.2 TARGET MARKET...................................................................................................................12

2.3 POSITIONING ...........................................................................................................................12

2.4 ATTITUDES AND BEHAVIORS OF CONSUMERS.............................................................13

2.4.1 Consumer behaviors.......................................................................................................13

2.4.2 Consumer attitudes.........................................................................................................13

2.4.3 Brand loyalty ..................................................................................................................14

2.4.4 Brand equity ...................................................................................................................14

2.5 CONSUMER RELATIONSHIP MANAGEMENT ..................................................................14

2.5.1 Different types of consumer relationships....................................................................14

2.5.2 Building long term partnerships ....................................................................................15

2.6 SUMMARY................................................................................................................................16

3 CHAPTER III OVERVIEW OF VIETNAM BEAUTY INC AND.........................................17

ITS SLIM SLIM PRODUCT...............................................................................................................17

3.1 EXTERNAL FACTORS ............................................................................................................17

3.1.1 Political and legal...........................................................................................................17

3.1.2 Market situation..............................................................................................................17

3.1.3 Social-cultural.................................................................................................................19

3.1.4 Technological .................................................................................................................20

3.2 THE CORPORATION ...............................................................................................................21

3.3 THE CUSTOMER......................................................................................................................21

3.4 THE COMPETITORS................................................................................................................23

3.5 SWOT ANALYSIS ....................................................................................................................24

3.5.1 Strengths.........................................................................................................................25

3.5.2 Weaknesses....................................................................................................................25

3.5.3 Opportunities..................................................................................................................25

3.5.4 Threats............................................................................................................................25

3.6 SLIM SLIM PRODUCT ............................................................................................................27

3.6.1 Product sustainable competitive advantages ................................................................28

3.6.2 Effect of Fiber and Psyllium..........................................................................................28

3.7 COMPETITIVE LANDSCAPE.................................................................................................29

3.8 KEY TO SUCCESS....................................................................................................................35

3.9 SUMMARY................................................................................................................................35

4 CHAPTER IV MARKETING STRATEGY ............................................................................36

4.1 MARKETING OBJECTIVES....................................................................................................36

4.2 FINANCIAL OBJECTIVES ......................................................................................................36

4.3 TARGET MARKET...................................................................................................................37

4.4 POSITIONING ...........................................................................................................................39

4.5 MARKETING MIX....................................................................................................................40

4.5.1 Product ............................................................................................................................40

4.5.2 Price ................................................................................................................................41

4.5.3 Advertising and Promotion ............................................................................................42

4.5.4 Places/ Distribution channels.........................................................................................45

4.6 BUDGETING .............................................................................................................................47

4.7 IMPLEMENTATION MILESTONES ......................................................................................48

REFERENCE ..................................................................................................................................50

APPENDIX A – QUESTIONNAIRE .............................................................................................51

APPENDIX B – SPSS OUTPUTS ...................................................................................................58

Exhibit B1 – Brand awareness ..........................................................................................................58

Exhibit B2 – The brand was frequently purchased ..........................................................................58

Exhibit B3 – Weight of consumers .................................................................................................59

Exhibit B4 – Status of marriage ........................................................................................................59

Exhibit B5 – Reasons to use slimming food supplement products ..................................................59

Exhibit B6 – Advertising Activities were aware .............................................................................60

Exhibit B7 – Quality trustworthy slimming food supplement brand ...............................................60

Exhibit B8 – The most trusted source of information to choose a brand .........................................61

Exhibit B9 – Places where to purchase the product .........................................................................61

ABBREVIATIONS

HCM Hochiminh (city)

VBI The Vietnam Beauty INC. Compnay

DAV Drug Administration of Vietnam

SPSS Statistical Package for the Social Sciences