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7/30/2019 Online Marketing Plan Text
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HAWTHORN CAMPUS
HBI223N: TRANSNATIONAL MARKETINGTo Ms. Chamila Perera
2011
OZEE PREMIUM COFFEE
http://blackboard.rmit.edu.vn/webapps/portal/tab/_1_1/%20/webapps/portal/frameset.jsp?tab_id=_2_1&url=%2fwebapps%2fblackboard%2fexecute%2flauncher%3ftype%3dCourse%26id%3d_203_1%26url%3dhttp://blackboard.rmit.edu.vn/webapps/portal/tab/_1_1/%20/webapps/portal/frameset.jsp?tab_id=_2_1&url=%2fwebapps%2fblackboard%2fexecute%2flauncher%3ftype%3dCourse%26id%3d_203_1%26url%3d7/30/2019 Online Marketing Plan Text
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Executive Summary
The marketing plan is used for Ozee Coffee starts from the end of November 2011.
Gradually, the marketing plan will guide the company to achieve its goals by researched andlogical methods. Furthermore, the company desire to create a joyful and passionate working
environment and to be an excellent coffee supplier and service provider in Vietnam. As the result,
these main points have to be the company main objectives which will lead them to the success. In
addition, Ozee Coffee also plans to get 3% market share, to promote the brand awareness to 65% of
Vietnamese internet users in the two largest cities to 2014 and to keep the growth rate fluctuates from
10% to 12% in 5 years periods from 2012 to 2016.
Particularly, the marketing plan will evaluate the markets opportunities, threats through
analyzing its strengths and weaknesses and researching the domestic micro and macro
environment. Thus, a sufficient understanding of market will guide the company to be a leader of
the market.
In 4P marketing mix strategy, every single aspect is researched and planned in details to
guarantee consistence between marketing plans main subjects. In pricing strategy, the company
imports all coffee beans from fair trade countries and to build the distinctive brand awareness of
luxury so the staffs have to apply skimming pricing strategy.
For distribution channel, Ozee Coffee distribute products through official websites and local
groupon websites in special events.
In promotion, Ozee Coffee invests its budget to advertise on social network, register to search
engine, sponsor to public events. Through these promotion strategies, the company desire to be awell-known coffee brand and a successful foreign company in Vietnam.
However, the company has to face numerous of challenges when entering the market. Firstly,
it will get barrier of entrance from competitors such as Highlands coffee, Trung Nguyen Coffee,
The Coffee Beans. Moreover, the GFC also threats to the company sales performance.
This marketing plan is going to launch from the end of November of 2011 to the end of May
of 2012. The final step of this marketing plan is control program in which some tasks will be run.
These activities will reflects the efficiency of the companys marketing plan through results of
sales, revenue, profits and feedback of customers.
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Table of ContentsExecutive Summary ............................................................................................................................... 2
Introduction ............................................................................................................................................. 3
Situation Analysis: .................................................................................................................................... 5
Macro Environment: ............................................................................................................................ 5
Demographics: ................................................................................................................................. 5
Economics: ....................................................................................................................................... 5
Cultural Force ................................................................................................................................... 6
Technology: (Internet development) .............................................................................................. 6
Micro Environment: ............................................................................................................................. 7
Suppliers: (see more in Appendix) ................................................................................................... 7
Competitors: .................................................................................................................................... 7
SWOT Analysis: ........................................................................................................................................ 9
SWOT ................................................................................................................................................... 9
Marketing Objectives: ............................................................................................................................ 10
Market Segmentation, Targeting And Positioning ................................................................................. 11
Market Segmentation: ....................................................................................................................... 11
Target Marketing: High Income Class ................................................................................................ 12
Positioning: ........................................................................................................................................ 12
Marketing Mix Strategies: ...................................................................................................................... 12
Product ............................................................................................................................................... 12
Price: .................................................................................................................................................. 13
Place: .................................................................................................................................................. 13
Promotion: ......................................................................................................................................... 14
Search Engines: .............................................................................................................................. 14
Linking Strategies: .......................................................................................................................... 14
Control Program: .................................................................................................................................... 16Short term .......................................................................................................................................... 16
Long term ........................................................................................................................................... 17
References ............................................................................................................................................. 18
Introduction
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Premium Ozee is an Australian company based
in Melbourne, Victoria. The company import high quality
of fair trade raw coffee beans from Africa, Brazil. Then,
they will be processed through a sophisticated roasting
procedure which bring to Ozees products the best
quality, taste and smell and scent. Finally, those coffee
beans will be packaged to different bags, based on their
origin, quality and prices. Moreover, most of processes of
roasting procedure are handcraft. The company believe
the handmade roasting coffee bean will guarantee 99% of
quality and enhance value of premium coffee bean. In addition, Ozee commits the whole
manufacturing process is totally friendly to the environment which produces lower Carbon
dioxide commission than any factories in the world. As the result, the difference between Ozees
product and others is the core value. they are definitely encompass the high quality and unique
taste that customers can not enjoy anywhere else. Moreover, substitute ingredients which convey
different flavours and scents to the products, are completely fresh and natural.
At the Ozee, the management board understands that prestigious customers demand is
diverse. Hence, customers are able to personalise their orders by selecting their own favourite
kinds of coffee beans, adjust flavours, packages and containers design. All orders are placed
online and sent by express postage in the 2 days since the payment is received.
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Situation Analysis :
Macro Environment:Demographics:
Economics:
In 2010, GDP nominal of Vietnam reached to
$104.6 billion, with GDP per capita of $1218
(Pricewaterhouse Coopers, 2008). Hence, Vietnam
economy is going to reach the 17th largest
economy in the world with expected nominal GDP
of $ 436 billion and 4,357$ of GDP per capita in
the next 15 years (World Bank, 2010). Moreover,
The figure clearly illustrated that the population of Vietnam is approximately 83 million which
highly distinguished from 20-40. The Ozee coffee is also highly targeted by this range of age. According to
Niesel (2008), Vietnamese people in 20s and 30s account for 48.5% luxury goods consumers in Hanoi and
Hochiminh city. In addition, the proportion of 20s has been shifting up by 5.3% in only one year (Niesel,
2008). Moreover, according Vietnam Business News, this trend in Vietnam is a part of common scenario
widely seen in Asia, which accounts for 50% of annual 80$bln dollars market for luxury brands in the
world. Hence, there is a huge potential customers for premium coffee industry in Vietnam. Ozee coffee
can get more market shares as early as they enter in the future.
http://en.wikipedia.org/wiki/GDP_per_capitahttp://en.wikipedia.org/wiki/Goldman-Sachshttp://en.wikipedia.org/wiki/Nominal_GDPhttp://en.wikipedia.org/wiki/Goldman-Sachshttp://en.wikipedia.org/wiki/Nominal_GDPhttp://en.wikipedia.org/wiki/Goldman-Sachshttp://en.wikipedia.org/wiki/GDP_per_capita7/30/2019 Online Marketing Plan Text
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Vietnam will probabyly turn to be the emerging economies by 2025, with a potential growth rate
of 10% per year which is up to around 70% of the size of the UK economy by 2050
(Pricewaterhouse Coopers, 2008).
Moreover, Vietnam has joined WTO since 2006 that help to lift up the whole nationaleconomy and creat more economies of scale for the national enterprises to develop on its own
way. As the result, tariffs and customs complicated procedures are lifting up to harmonise with the
international standards.Furthermore, Vietnamese quaility of life has been increased , so more and
more people get interest of luxury products in which they believe these products could improve
their life quaility. In addition, coffee is one of the products what are able to bring people a big
enjoyable.
Cultural Force
Technology: (Internet development)
According to the U.S monitoring service,
Vietnam is in top 20 internet fast growing
countries in the world, right after Canada
(Viet, 2010). In fact, there are 24.3 million
Internet users, accounts 1/5 of total
population (Niesel, 2008). In terms of e-
commerce, Viet Nam is one of Asia
sleeping giants. It also reveals there are 30,000 local and international businesses enterprises have
been eyeing ventures with domestic partners to tap this market. In fact, couples of well-known
U.S.-based online auction site, eBay has already entered to Vietnam market by cooperating with a
Coffee culture has inspired Vietnam for a
long time started from the French colonical period.
At the beginning, coffee were only for the French
and rich Vietnamese. Then, Vietnamese coffe e
culture developed more by numerous of western
style coffee shops such as Brodards, Ciao
cafetc were opened in Dong Khoi street, a
central business street of Saigon. From that time,
coffee culture have been widely diversifi ed into all
different class of V iernamese and even got more
closer to low income class of Vietnamese society from workers to farmers. At the present, coffee is
symbolised as a national drink and everybody can be served by a cup of coffee.
http://en.wikipedia.org/wiki/Economy_of_the_United_Kingdomhttp://en.wikipedia.org/wiki/Economy_of_the_United_Kingdom7/30/2019 Online Marketing Plan Text
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local IT solution company. Yahoo and Google also offer localised services, including online
shopping exclusive to Vietnamese. Furthermore, Alibaba, the worlds biggest online business to
business (B2B) , proposes an expansion plan to this competitive market. From that fact, Ozee
Coffee believe that Vietnam E-commerce environment is now matured in conducting online sales
and promotion activities.
Micro Environment:
Suppliers: (see more in Appendix)
Ozee Coffee is different from another company which provides online coffee service is
the location that coffee beans come from. All of them are imported from the third world country
such as Africa. A significant feature of third world country is they own abundant and natural
resources. So this point definitely brought the high quality and unique taste that customer can not
enjoy anywhere else. As the results, the Ozee Coffee will become famous and highly standardised
services. However, substitute ingredients are like sugar, fruit juices and milk which are available
in the Australia market and passed the quality test of the health care department, the company will
choose instead of importing all the ingredients to reduce cost.
Competitors:
With a major of Vietnam population, Ozee Coffee stills a new brand name of coffee market. Our
company has to compete with other brands which were established for long time such as:
Source: Trung Nguyen coffee website
Trung Nguyen was established from 1996 and one of the most famous coffee brand in Vietnam,
contain 25% of market share (Nielsel, 2008)
Source: Highland coffee website
Highland coffee belongs to an AmericanVietnamese and has been established from 1998. They
opened a lot of branches through Vietnam by using mass marketing strategy.
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Source: The Coffee Bean & Tea Leaf website
The Coffee Bean has been established in 1963, all coffee beans are produced from high altitude in
Costa Rica, Colombia, Ethiopia and Papua New Guinea.
Gloria Jean's has entered Vietnam market since 2007. Besides offering in store coffee, GJ also
introduces to Vietnamese customers premium processed coffee bags which are directly imported from
Australia.
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the products is all premium coffee; the price for the products became high. On the other hand, our
company is a brand new online-based company and hence we are an unpopular brand in Vietnam,
so the aim of promotional campaign is to enhance the brand awareness in 65% internet users in
Vietnam. Moreover, it will be a circumstance for us during the start-up time. The next weakness
of our company is that there is lack of physical distribution channel in Viet Nam.
There are also some threats for our company to start an online business. When entering
the Vietnam market, the local brands needed to be considered. The local brands in Vietnam are
normally old and influence Vietnamese a lot. This may cause people cant easily accept the new
brand. The Global Financial Crisis in 2008-2009 causes the inflation and shrinks the income of
customers. This makes them rather save money instead of purchasing the luxury products. Besides
this, the prices of the raw materials and ingredients can be very fluctuated. This may cause that
our company need always adjust the price of the products in order to earn profits. Premium coffee
is hardly to be found and may limited supply from suppliers. This makes the probability of supply
shortage may happen. Lastly, the weak regulation of local online trading may be a threat to our
company. Finally, hackers may be a nominal risk to the company, but the risk is certainly in the
minimum scale due to the progress of online security initiatives.
MARKETING OBJECTIVES:
To gain 3% market share by at the end of 2013. To promote the brand awareness to 65% of Vietnamese internet users in the two
largest cities to 2014.
To keep the growth rate fluctuates from 10% to 12% in 5 years periods from 2012 to2016.
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Market segmentation, targeting and
positioning
MARKET SEGMENTATION:
Demographic
Age: The company will love by the people who really know coffee and
love coffee. This is more interested among the business people. It targets
on the business people with the average age from 25 to 45 years old.
Income: The price of the coffee that set by Ozee Coffee is high. It is
suitable for the people who have high-income and it will be at least
$AUD50, 000 per annum and above. Ozee Coffee sells high quality
coffee which import from third world country and process in Australia.Hence, only the high-income people who really like coffee afford to buy
the products. The middle to low-income people may rather choose
cheaper coffee and ready-made coffee from local coffee shops or fast
food restaurants instead of the coffee beans.
Geographic
Ozee Coffee is an online-based company in Australia. It plans to enter
Ho Chi Minh city and Hanoi city in Vietnam. Geographic distance may
be a weakness of the company which issues of the time delay in logistics,
lack of distribution channel. However, those problems can be solved by
applying advantages of online sales and tracking technology.
Psychographic
Social class: high income class whose annual income is a above 80 000AU$
Lifestyle: Ozee Coffee produces premium coffee beans which suitable to
the consumers who are members of the new generation want to enjoy life
and pamper themselves with luxurious things. Vietnamese high
consumers need reliable products that enhance their daily lives and make
them distinct from others.
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TARGET MARKETING: HIGH INCOME CLASS
POSITIONING:
Positioning is not necessary for Ozee Coffee, because in the luxury
products segmentation, the matter is being one-of-kind. As the result,
if the products of Ozee coffee determines to compete with other rivals
who are in a very different market sector, especially in terms of price
features, or benefits, then no longer company brand awareness is
conceived a luxury. Moreover, luxury goods are superlative, but not
comparable. Therefore, the crucial point of success is identity, not
the brands position of relation to a competitor. In another meaning, Ozee Coffees customers
select Ozees products due to the distinction from others they are entitled to. As a result to build a
strong brand awareness of 65% of Vietnamese Internet users is the most crucial point of the
companys promotion campaign.
Marketing mix strategies:PRODUCT
Quality
Ozee coffee are fair trade products, which are imported from Brazil and Africa farmers
and complex processed at factory in Australia. It is high quality processed coffee. Beyond that,
The company decides to use Niche- marketing as the primary strategy. Focusing on a small
particular group of customers will save cost and time in buyers behaviours research. Moreover, niche
marketing also enhance the effect of advertising campaign due to common buyers characteristics and
backgrounds. Regards to brand awareness of Ozee Coffee is luxury and premium quality, the image
of Ozee Coffees brand towards wealth, so the snob effect will brings customer purchase decision
making because of its scarcity, and the bandwagon effect encourages consumers buy goods in order to
be distinct with a particular social group.
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products are packaged in luxury and designable containers which are made from premium woods
or metal, depends on customisation of customers. Therefore, the products quality will bring to
Ozees customers distinct identity and satisfaction.
Core value:
- Luxury products, distinctive value and high quality.
Brand
PRICE:Due to instinctive premium brand awareness, the price of Ozee Coffee is ranging from
$150 to $250 per 100 gram, depends on types and flavours. In fact, the price range is higher five
times than any competitor in the Vietnam coffee market. Moreover, research and development
costs are likely to be high, as are the costs of introducing the product to the market via promotion,
advertising etc. In such cases, the practice of price-skimming allows for some return on the set-upcosts Company also sells handmade coffee mugs and accessories which could be recycled in
reasonable price. There is some discount for loyal customers and customers who buy high value
items in total.
PLACE:Ozee Coffee is online business. It means that the company relies on cyber space to sell
products and web-based activities are very important in Ozee businessthe retail website. The
distinctive point of Ozee Coffee websites is customers can customise their orders. The webpage is
designed extremely friendly user interface that not require customers intensive knowledge of
Internet. Moreover, customers are able to customise their orders from beans to containers, which
are always available in diversified premium and hi-end materials.Through the websites, Ozees
According to Vietname Business News (2010), The Luxury Institute has found that 91% of
affluent consumers surveyed wanted to see their favourite luxury brand online, and 94% did not
perceive online trading to cheapen a luxury brand in any way. Customers want to engage with brand
online because it provides value to them, often in a convenient way. Understanding such cognitive
processes of our luxury consumers, and aligning them with digital usage trends will strengthen
strategic planning and increase the likelihood of digital success.
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customers could pay by PayPal, visa, or credit payment methods. It should be flexible so that
customers might find it easy to deal with company.
PROMOTION:
The company is going to follow seven different ways exclusively on the Internet to
promote our site. As a start-up company, the marketing is going to be mainly online with SEO
(Search Engine Optimization) SMO (Social Media Optimization) as well as SEM (Search Engine
Marketing) techniques. The latter will be analyzed and kept within a monthly budget.
Search Engines:
The company is going to design web pages that will be listed by the search engines. Using
descriptive titles and precise META tags, and by going through on page techniques such asdensity of key phrase, a logic and linked site structure on Google, Yahoo, Live etcThe
marketing objective of the company is to shift up the brands awareness of 65% internet users.
According to Vietnam Business News (2010), 87% of local luxury goods consumers find
information and make decision by using search engine such as Yahoo, Google and Bing.
Therefore, it is an alternative place strategy to push up the brand awareness of the company.
Linking Strategies:
In order to get indexed more efficiently and to gain page rank the company is going to
focus on link building off page. The more pages pointing to our site the more traffic we will
experience. We can get a listing in Google DMOZ directory which is for free and in Yahoo!
Directory whose fee could be around $300 per year. Moreover, the company also cooperate to
launch promotional campaign on several local Groupon websites such as www.nhommua.com,
www.muachung.com. Using Groupon websites have both effects: increasing high volume sales
with low fixed cost and creating a channel to collect customers data.
http://www.nhommua.com/http://www.nhommua.com/http://www.muachung.com/http://www.muachung.com/http://www.muachung.com/http://www.nhommua.com/7/30/2019 Online Marketing Plan Text
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Viral Strategies:
Writing interesting articles culture and learning methods with links to our site and offer them to
others to use on their web sites.
Video marketing: create video teasers with reference links to our site and upload them to Youtubeand other video distribution sites.
Audio marketing: open an account in iTunes directory and post regularly teaser podcasts of the
commercial courses that we will be offering.
Social Media Optimization
Brand awareness through contributionforums and blogs and participation in social
bookmarking and social news services. We can also create a profile of the company in Facebook,
MSN Space, Twiter, Linkedin, etc. Write social news for publishing in Digg or Yahoo! Buzz. And,
finally, host pictures of our site in Flicker..
E-mail Marketing:
We are going to build an opt-in list categorized according to our customer profile and send
newsletters to our registered clients. There is going to be a personalization of emails to send to people
that have just registered or customers that have already purchased one of our courses. The profile of
our visitors will be considered also by their interests and, once they sign up to our site they can chose
which area of the culture or learning they want to study in depth.
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Control Program:
Short termThe marketing plan will be processed from November of 2011 to May 2012. The
control program is one of the most important parts which will stick all departments of thecompany to process tasks together and ensure the success of companys objectives:
The final step of this marketing plan is control program in which some tasks will be run.
These activities will reflects the efficiency of the companys marketing plan through results of
sales, revenue, profits and feedback of customers. Firstly, the IT deparment will conduct a
research to choose a reliable IT local service company. Then, an online retailing website will be
launched in three months. Along with that process, Marketing department will undertake a buyers
behaviour research, in order to provide information of webpage user interface, appropriate local
language to ensure the success of the websites. Moreover, marketing department is going to
contact to several groupon websites in Vietnam, in every 3 months, there are three different
special sales which discount half to 70% price. The aim of those specials program is to enhance
the brand awareness and provide sample testing to potential consumers.
In long term running, this markting plan will be evaluated its performance indicators in
every three months. By receiving customers feedbacks on social networks, groupon webpages
and the official websites, the marketing department will alter the plan to guarantee that the
company is always ready to adapt to new environment. In addition, training is necessarily
conducted in every quarter of 4 years running, dues to change of global trend of marketing and
consumers behaviour on the internet. Finally, the IT department is going to conduct the websites
Task Nov Dec Jan Feb Mar Apr May Responsible
Product
Invest in Inventory Marketing
Design package, containers Marketing
Conduct market research Marketing
Place
Research local IT company IT +Marketing
Register online domain, trade marks IT +Marketing
Build websites IT +Marketing
Promotion
Issue membership card Marketing + Finance
Groupon website Marketing + Finance
Register to internet search engine IT
Publish online PR article Marketing+ PR
Interact to customer on social network PR
Advertising
Webpage and banner Marketing
Facebook and My Space PR
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security testing in every 3 months to ensure the sustainability of the online channel distribution of
Ozee Coffee Premium.
Long term
Action Target Responsibility Duration
Get ready for
change
Analyse the current company andmarket industrys situation
Conduct buyers behaviour survey tolocal customers for setting prize,
promotional campaign.
Top managers, logistic
managers and market
research staffs of all
members in the supply
chain.
Every 3
months
Establish the congress amongdepartments to discuss about the
change
Agree about which thing needs to bechanged
Share the budget among members dueto the high cost of carrying the change
Top managers of all
members in the supply
chain.
In February
and November
of every year
Search for necessary
information
Search for Online trading software Review the paper-based data which
will be exchanged
Search for alternative internet trend
IT personnel Every five
months
Start bring the
strategies in practice
Setup the EDI networks or Extranet Test the performance of transaction
software with the network connection
IT personnel and
technical department
Fifth and sixth
months
Training Establish a training course for employees
and managers.
All member of s
department and some
related departmental
managers and logistics
managers from supply
chain members.
Every 3
months
Implementation the
strategy in logistics
Using Extranet or EDI network to
support the logistic activities
Primary test the performance of Extranet
Top managers and
logistics managers and
staff of all supply chain
Eighth, ninth
and tenth
months
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or EDI network to the Unicharms
business
members
Test the operation of
strategies
Evaluate the performance of marketing
plan and other supporting information
systems based on the improvement of
CPFR and flow of information compare
with cost saving.
Logistics manager and
Marketing department
End of every
year
Update information marketing strategyEvaluate and fix some mistakes of the
strategic plan
Marketing department End of every
year
References
Trong, K. 2009, "Online Shopping Flourishing in Vietnam", Lifestyle, Vietnews, view on
14th October 2011,
The Nielsen Company, 2008. Vietnam Grocery Report 2008, Annual Report, view on
14th October 2011,
https://vn1.nielsen.com/site/NielsenVietnamGroceryReportOctober2008.pdf
Stocking, B. 2007, "Vietnam develops taste of luxury goods", World News, The
Washington Post, view on 14th October 2011,
Pricewaterhouse Coopers, 2008, "China to overtake US by 2025, but Vietnam may be
fastest growing of emerging economies", Annualreport, view on 14th October 2011,
http://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-
markets.jhtml
Viet, N. 2010, "Vietnam Ranks High for Internet Users", News Report, view on 13rth
October 2011,http://newamericamedia.org/2010/08/vietnam-ranks-high-for-internet-users.php
Vietnam Culture, 2010, "Gift and Gift-giving Customs in Vietnam", Gift Ideas, view on
14th October 2011,http://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-
Customs-in-Vietnam.aspx
Vietnam Business News, 2010, "Vietnam spends $5.7bln importing luxury goods",
Import-Export, viewd on 14th October 2011,
https://vn1.nielsen.com/site/NielsenVietnamGroceryReportOctober2008.pdfhttp://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-markets.jhtmlhttp://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-markets.jhtmlhttp://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-markets.jhtmlhttp://newamericamedia.org/2010/08/vietnam-ranks-high-for-internet-users.phphttp://newamericamedia.org/2010/08/vietnam-ranks-high-for-internet-users.phphttp://newamericamedia.org/2010/08/vietnam-ranks-high-for-internet-users.phphttp://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-Customs-in-Vietnam.aspxhttp://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-Customs-in-Vietnam.aspxhttp://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-Customs-in-Vietnam.aspxhttp://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-Customs-in-Vietnam.aspxhttp://www.vietnam-culture.com/articles-143-17/Gift-and-Gift-giving-Customs-in-Vietnam.aspxhttp://newamericamedia.org/2010/08/vietnam-ranks-high-for-internet-users.phphttp://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-markets.jhtmlhttp://www.pwc.com/gx/en/press-room/2008/china-asia-economic-markets-growth-emerging-markets.jhtmlhttps://vn1.nielsen.com/site/NielsenVietnamGroceryReportOctober2008.pdf7/30/2019 Online Marketing Plan Text
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World Bank, 2010, "Doing Business in Vietnam", Vietnam annual report, view on 14th
October 2010,http://www.doingbusiness.org/data/exploreeconomies/vietnam
http://www.doingbusiness.org/data/exploreeconomies/vietnamhttp://www.doingbusiness.org/data/exploreeconomies/vietnamhttp://www.doingbusiness.org/data/exploreeconomies/vietnamhttp://www.doingbusiness.org/data/exploreeconomies/vietnam7/30/2019 Online Marketing Plan Text
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Appendix
Product Description:
#1 Kopi Luwak
The most expensive and first-class coffee bean in the
world, origins from Indonesia. Kopi Luwak is coffee
made from beans that have been eaten, partially
digested then excreted by the Common Palm Civet,
also known as the toddy cat.
This is a type of animal similar to a weasel which looks
like a cross between a raccoon and a cat, also known
as toddy cats. The raw red coffee beans are ingested
and the outer part partially digested and
eliminated. The digestive process erases all traces of
bitterness.
The local population looks for the scat and picks the beans from it, then cleans and sells them. Harvested
beans go for up to $200 a pound and the coffee can be up to $50 a cup!
#2 Island of St. Helena
A bit less expensive is coffee from the Island of St. Helena Coffee Company at $79 pound. This coffeegrows on the island where Napoleon Bonaparte was exiled, 1200 miles off the African coast.
The bean itself was originally brought to the island from Yemen in 1732. Production is limited; only six
estates are producing it but demand is considerable. Some years the crop is not that good because of soil
and weather conditions that further contributes to its big price tag. On average, only 4,500 pounds of
these beans are produced per year.
The coffee has a bright citrus and berry flavor, spicy and slightly peppery with notes of cola nut and
chocolate in the darker roasts.
#3 Brazilian Fazenda Santa
From Gerais, Brazil comes Fazenda Santa Ines at about $50 per pound. It is a sweet coffee with bright
color and flavors of lemon and clove. It is creamy on the palate with a chocolaty body and a sweet finish.
This coffee got the highest score in the history of the Cup of Excellence, receiving 95.85 points out of
100.
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