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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%3d
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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_capita
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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_Kingdom
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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/
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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.pdf
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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/vietnam
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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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