ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Processes and Planning

Submission date 3/8/2022 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. NGUYEN THI TUNG TRANG

2. DANG THI CAM NHUNG

Group number:
3. HOANG THI DIEM VAN

4. HO THI MY DUYEN

5. CHU THI THUY DUYEN

Class BA05101 Assessor name Ms. LE THI THUY LINH

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a
false declaration is a form of malpractice.

P3 P4 P5 M3 M4 M5 D2 D3 D4
 OBSERVATION RECORD

Student 1

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:
Assessor
name:

Student 2

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:
Assessor
Date:
signature:

Assessor
name:

Student 3

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:

Student 4

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:

Student 5

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:
 Summative Feedback:  Resubmission Feedback:

Internal Verifier’s Comments:

Signature & Date:

Introduce.......................................................................................................................................................12

A. Competitive market:.............................................................................................................................12

1. Product:..............................................................................................................................................12

1.1. Mondelez Kinh Do Company:........................................................................................................12

1.1.1. Core product benefit:..........................................................................................................12

1.1.2. Actual product:...................................................................................................................12

1.1.3. Augmented product:...........................................................................................................13

1.2. Bibica Company:.........................................................................................................................14

1.2.1. Core product benefit:..........................................................................................................14

1.2.2. Actual product:...................................................................................................................14

1.2.3. Augmented product............................................................................................................15

2. Place:..................................................................................................................................................15

2.1. Mondelez Kinh Do Company:....................................................................................................15

2.2. Bibica Company:.........................................................................................................................16

3. Promotion:.........................................................................................................................................16

3.1. Mondelez Kinh Do Company:....................................................................................................16

3.1.1. Advertisement.....................................................................................................................17

3.1.2. Social activities....................................................................................................................17

3.2. Bibica Company:.........................................................................................................................18

3.2.1. PROMOTION POLICY...........................................................................................................18

3.2.2. Programs.............................................................................................................................18

3.2.3. Personal sales......................................................................................................................18

3.2.4. Promotion, sales promotion...............................................................................................18

3.2.5. Public relations activities....................................................................................................18

4. Price:...................................................................................................................................................19

4.1. Mondelez Kinh Do Company:....................................................................................................19

 4.1.1. Pricing target of mooncake products.................................................................................19

4.2. Bibica Company:.........................................................................................................................21

5. People:...............................................................................................................................................22

6. Process:..............................................................................................................................................22

6.1. Mondelez Kinh Do Company:....................................................................................................22

6.1.1. Find potential customers....................................................................................................22

6.1.2. Prepare sales plan...............................................................................................................22

6.1.3. Reach customers.................................................................................................................22

6.1.4. Product Introduction..........................................................................................................23

6.1.5. Convince customers............................................................................................................23

6.2. Bibica Company:.........................................................................................................................23

6.2.1. Prepare to sell.....................................................................................................................23

6.2.2. Planning a presentation......................................................................................................23

6.2.3. Start trading and selling......................................................................................................23

6.2.4. Presentation and product introduction.............................................................................24

6.2.5. Handling customer objections.............................................................................................24

6.2.6. Negotiate and close sales transactions..............................................................................24

6.2.7. Maintenance and after-sales care......................................................................................24

Introduce
Mondelez Kinh Do Vietnam Joint Stock Company is a confectionery manufacturing company. Kinh Do
owns many leading confectionery brands in Vietnam such as Kinh Do, Cozy, Solite, AFC, etc. With its
creativity, marketing capacity, and strong human resource development experience, Mondelez capital
has built create need to be big business. Although it is a leading confectionery company in Vietnam, there
are still formidable competitors in this confectionery market such as Bibica, Huu Nghi, etc.

A. Competitive market:
1. Product:
- Product is any item or service you sell to serve a customer's need or want.
1.1. Mondelez Kinh Do Company:
1.1.1. Core product benefit:
- About the product's physical benefits:
 Using clean raw materials, ensuring food safety and hygiene according to the process
of modern machinery meeting international standards.
 Sample code, packaging is always redesigned and improved.
 By gradually limiting the use of refined sugar instead of low-energy sugar

- About the product's emotional benefits:

 As a gift to bring a warm, friendly atmosphere, full of joy for each family.
 Towards the health of consumers, reducing diseases related to blood sugar and blood
fat.
1.1.2. Actual product:
- Quality:
 No additives are used

 Use only vegetable oils, not animal fats

 100% natural, high-grade healthy ingredients.

 Limit refined sugar.

- Brand of the product:

  Mondelez Kinh Do is one of the businesses that care about and value trademarks. They
succeeded when they decided to keep the crown-shaped trademark that has existed
for more than 20 years.
- Packaging:
 As a business that cares a lot about the image of the brand. Therefore, all 3 layers of
the product's packaging are packed and filled with information according to the state's
regulations on labeling.
 The first layer of packaging can be rectangular. Made of cardboard with logo printed
and full of information. All are printed with high technology to help achieve the most
optimal font color.
 The second layer of packaging consists of 2 made of cold carton paper with good water
resistance as well as impact resistance.
 The third layer of packaging is used a rectangular plastic box to fix the cake and is
surrounded by paper wrap with logo, text and some information about the filling type
of the cake and can be preserved for a long time and still retain the flavor. the aroma
of the cake.
- Product life cycle :
 Mondelez Kinh Do has achieved a steady growth rate of market share continuously for
many years. In just 5 years in Vietnam, the company has launched a series of new
products and enriched its product portfolio. After all, companies in the present and
future are being saturated, developing steadily but there will also be certain
downturns because there is a strong competitor like BIBICA company that is growing
strongly in the market.
- Product line:
 When it comes to Kinh Do, besides confectionery, people often think of Kinh Do
mooncake, a product line that is loved and trusted by consumers in the market.
1.1.3. Augmented product:
- Delivery:
 Door to door delivery, the customer has to bear the shipping cost depending on the
distance and the quantity of products purchased.
  For provincial customers, if they have a need to buy products of banhtinhdo.com.vn,
banhtinhdo.com.vn will ask for the delivery and courier services of shipping service
companies and the fee will be charged according to the fees of the customers.
shipping service provider.
- Service:
 Maintenance, warranty & return policy
 Customers are allowed to open the goods to check before paying, during the
inspection of the goods, if there is a manufacturer's fault or chipped due to the
shipping process, the customer has the right to refuse to receive the product.
 You can order cakes through the company's app.

- Installation:
 The company's bakery production line remains unchanged as most companies are
aiming for a wide range of products to hit the market.
1.2. Bibica Company:
1.2.1. Core product benefit:
Mooncakes bring high nutrients, provide an abundant source of energy for the body, and are
passionate about food hygiene and safety.
1.2.2. Actual product:
- Quality:
 Bibica mooncakes are always focused on quality, new flavors, beautiful designs, and
affordable prices.
 Cakes are made from 100% natural ingredients in the country, ensuring food hygiene
and safety. The production line is closed, no preservatives are used, so it is very safe
for users' health.
- Packaging:
 Packed each cake is convenient and compact, suitable for many uses such as holidays,
eating at home and or giving to relatives.
- Branding:
 BIBICA is an exclusive brand of products. Obtained a certificate of trademark/industrial
property from the National Office of Intellectual Property - Ministry of Science and
Technology.
  About the company's logo, the word BIBICA is placed in an ellipse with a red
background, between 2 white squiggles showing the company's constant upward
movement.
 When it comes to Bibica, people will immediately recognize it as a famous company
and suitable for our Vietnamese customs and traditions. In addition, the BIBICA brand
is also famous in the world and is present in all markets. Easily distinguishable from
other company brands.
- Product life cyvle: With the current situation and future vision, the product life cycle of BIBICA
company is being saturated. Developed year by year. This shows that it has occupied a part in
the domestic market as well as abroad.
- Product line:
 Each year the company can supply to the market more than 20,000 tons of moon
cakes and other cakes.
 These are quite strong brands in the market: Mooncake product line: Although it has
only been in the market for about 5 years, BIBICA mooncakes have affirmed their
quality and popular designs in the market. Especially, the company has been at the
forefront of research and successful production of mooncakes for dieters and
diabetics.
1.2.3. Augmented product
- Delivery service at Bibica works from Monday to Saturday every week, no delivery on Sundays
and Public Holidays.
- Services: customers can shop online for Bibica's products extremely conveniently, the
information is constantly updated and receive many attractive offers from the Voucher
section of the App.
 Apply promotions
 Give gifts to loyal customers

- Installation: The company kicked off the project to increase production line capacity.
2. Place:
Place is an important stage in production and business activities, distributing products to solve
the problem of goods and services brought to consumers.
2.1. Mondelez Kinh Do Company:
 - The distribution system of Kinh Do is considered to be the most perfect among rivals in the
same industry in Vietnam market. Kinh Do distribution system has brought great confidence
by creating a significant transformation with more than 200 strong distributors, a series of 30
Bakery stores, nearly 120,000 points of sale, 30,000 ice cream and products from Milk ...
throughout the territory of Vietnam. For distribution channels for supermarkets, brands also
provide products directly to more than 150 supermarkets. Therefore, this distribution
network is considered as a network network of the whole country.
- Moon cake is a seasonal product, so distribution channels take advantage of the company's
strengths. Kinh Do has organized more than 13,000 points to sell Kinh Do moon cake across
the country in the fall every year. The sales points are concentrated in the large supermarket
chain such as Citimax, Maximart, Co.op Mart, Vinmart ... It can be seen that the stalls are
widely sold in the main streets, where people gather. This is the point that makes the capital
easy to identify and compete with competitors to share the same item.
2.2. Bibica Company:
- The distribution network is considered as one of many strong rating systems in the country,
can adapt to many market fluctuations and it helps to consume about 96% of the company's
sales. Currently, Bibica's supply chain has nearly 200 distributors, 40 Bibica Bakery stores, and
more than 75,000 retail points with 1,000 sales staff across the country.
- Retail channel: Currently, the company has over 91 agents and over 30,000 retail points
nationwide
- Avoid supermarkets, metro, bookstores: this is the most important sales channel today
3. Promotion:
3.1. Mondelez Kinh Do Company:
- Because Kinh Do mooncakes are famous for their eye-catching designs, delicious and safe for
consumers' health, the price of Kinh Do mooncakes is often higher than other similar
products.
- However, Kinh Do still succeeds in attracting customers thanks to its attractive promotions.
Kinh Do does not apply "terrible" promotion strategies such as "Buy 1 get 1 free", "50% off"...
Instead, Kinh Do supports customers to buy in bulk with different discount rates for
customers. both premium and regular cakes when buying from 5 boxes or more.
 - Another promotion of Kinh Do such as supporting 50 banners and 50 glass cabinets for stores
and resellers. In addition, the company also cooperates with online sales websites to sell
shopping cards with attractive prices: 1 voucher worth 120,000 VND, 50% off, only 60,000
VND.
3.1.1. Advertisement
- Stemming from the strategic direction of Kinh Do brand advertising, after going through the
stage of "creating customer awareness of the brand", Kinh Do invests in the stage of "creating
emotions" for customers. viewers through channels Marketing Online, media, radio…
- The Mid-Autumn Festival is a traditional folk festival dating back thousands of years, a festival
very close to children, imbued with the identity of Asians, so every year when the mid-autumn
atmosphere approaches us, had the opportunity to see advertisements about Kinh Do
mooncakes, which were mostly broadcast on TV with unique and different messages to
consumers.
- In particular, the slogan: "Mid-Autumn Festival - Tet of friendship" is still the chosen slogan of
Kinh Do to distinguish it from other competitors such as Bibica - Goodwill and Friendship -
Sweet and traditional flavor . Mid-Autumn Festival is the "reunion festival", so the
advertisement is aimed at the affection of family members, in 2017 with the advertisement
"Father's Mid-Autumn Festival", the brand received positive feedback from consumers, and
get customer support.
3.1.2. Social activities
- Every year until the Mid-Autumn Festival, Kinh Do coordinates with agencies and social
organizations to deploy many social activities programs. Last year, funding for the program
and 10,000 gifts with a total value of 550 million VND were sent to disadvantaged children at
Shelters, Open Houses, and elderly people at the Nursing Center. old man…
- In the South, there were more than 7,000 Kinh Do gifts for humanitarian social programs with
the desire to bring to disadvantaged children. These programs have created a warm, fun,
warm atmosphere.
- In the northern provinces, Kinh Do donated about 3,000 gifts to programs of social
benefactors, gave 1,000 gifts in the Mid-Autumn Festival program organized by the Vietnam
Children's Fund and 500 gifts. for the program organized by the Golden Heart Social and Social
Fund, giving about 1,500 gifts to the programs of the Labor Confederation - My Hao district,
 the Vietnam Association for the Relief of Disabled Children and other agencies and
organizations.
3.2. Bibica Company:
3.2.1. PROMOTION POLICY
- Advertising activities.
- Personal selling activities.
- Promotional activities.
- Public relations activities.
- Direct marketing.
3.2.2. Programs
- Reportages, documentaries introducing the company on holidays contribute to enhancing the
value brand and enhance the reputation of the company. In addition, BBC also advertises in
many forms such as newspapers, radio, magazines, outdoor advertising hanging banners...
Besides advertising on
- Internet is the preferred form for Bibica products, advertising at trade fairs
- Vietnam high quality, fairs on food safety and hygiene, scientific conferences,introduce new
products, functional products for dieters, diabetics has been warmly received by consumers,
contributing to enhancing the value and reputation of the company company brand.
3.2.3. Personal sales
- Personal selling is a necessary promotional activity aimed at increasing the volume of product
sales,
- Reach out to buyers, capture more specifically the needs and reflections of customers on
products their products. Most provinces and cities in Vietnam have businesses and agents of
BBC, and where there's candy, there's BBC candy.

3.2.4. Promotion, sales promotion

- The company always organizes short-term incentive activities, encouraging trial or purchase
products, exhibitions, displays and demonstrations, trade shows, coupons and giveaways
rewards, sponsor contests, give gifts on the occasion of spring, gifts for Valentine's Day,
- Promotion for customers who buy BBC milk.
3.2.5. Public relations activities
- In order to promote, protect or enhance the image of the company's products, Bibica often
organizes
- Organize community activities:
 Cooperation program with Vietnam Nutrition Institute on new products help prevent iron
deficiency anemia in women, for dieters, people with diabetes.
 Nutrition counseling programs for pregnant mothers, women, diseases diabetics, etc.
 Bibica is an enterprise that is always interested in social work in a charity society with an
annual amount of up to 400 million VND, specifically:
 Nurturing 9 heroic Vietnamese mothers in Nhon Trach district, Dong Nai.
 Build 8 houses of gratitude and 19 houses of love in Dong Nai.
 + Gifts for poor children on holidays…
 + Tenderloin and giving gifts to disabled children, and lonely elderly people… at the
charity facilities in Ho Chi Minh City and Dong Nai.
4. Price:

Price is the value or money customers give up in exchange for a particular offering that would
serve to satisfy their needs and wants.In simple terms, a price is the measure of the value a
customer exchanges to purchase an offering.

4.1. Mondelez Kinh Do Company:

4.1.1. Pricing target of mooncake products
- Mondelez Kinh Do Company always aims to lead the market along with preserving and promoting
the reputation that previous Kinh Do company has built. Therefore, the valuation objective of
Mondelez Kinh Do is a stable valuation
- Mondelez Kinh Do is currently using competitive pricing. With every MKD's products are 5-15
thousand dong higher than competitors, but they are of good quality Better cakes, better
packaging design has created more direct competition with rivals such as Bibica, Huu Nghi, …
4.1.1.1. Valuation method:
- Based on cost basis: Materials to produce the cakes are the factor
accounted for the largest proportion of the total cost because of ensuring the quality of each cake
are produced with the best, so the materials are always selected carefully
 Therefore, their prices are always fluctuating leading to an impact on the price of finished
products. The company always tries to price its products at a price that ensures high profits later
minus production and distribution costs. Can see through market in 2020 consumed a lot, but in
terms of the price of each product, it increased by 5-10% because the price raw materials
increase.
- On a competitive basis: Currently, interesting competitors for MKD are Bibica and Huu Nghi.
These are also long-standing brands in the bakery industry Mid-Autumn. Currently, because it still
has the majority of the market share, the price of MKD's cakes is always slightly higher a little rival
- Value-based: With Mondelez Kinh Do focusing on the feelings of each customer when using the
product, the company always tries to create products that bring maximum benefits to customers
from quality to meaningful values that MKD transmission to each family. Since then, customers
have always loved and trusted Mondelez Kinh Do.
4.1.1.2. Pricing Strategies
- Mondelez Kinh Do uses a combination of product line pricing and bundle pricing. The
products in each cake line have different prices and the price difference of those products
is based on MKD's ingredients for the filling and the prices of competitors such as Bibica,
Huu Nghi, Girval, etc. . But in the moon cake industry, the majority of customers have the
habit of buying as gifts and for the whole family to enjoy together, so the retail sale of
each cake is usually very little, so mooncake products will often be sold. Packed in boxes
containing 4 or 6 cakes and sold at a cheaper price of 30-60 thousand compared to if
buying individually. And Mondelez Kinh Do will adjust the price for customers who buy in
bulk from 5 boxes or more will enjoy a discount according to the discount rate regulations
offered by the company.
Discount table - Mid-Autumn Festival cake with wholesale price 2022
 (banggiabanhtrungthu.com,2022)
4.2. Bibica Company:
- Like Kinh Do, Bibica has many preferential policies for customers and agents.
- Although the price of input materials has changed in an increasing direction, Bibica always
carefully considers the selling price of each product to be competitive and meet the needs
of all customers. Bibica implements pricing policy for each market segment.
- The company always sets prices equal to or lower than competitors to better penetrate
the market and eliminate competitors because the company's products have a long life
cycle and good quality. Typically, with Kinh Do Food Processing and Construction
Company, this company always prices products higher than Bibica, on that basis, the
company has launched an appropriate pricing strategy and policy to compete. with Kinh
Do.
- Besides, in order to encourage customers to consume its products, the company also
conducts discount promotions on the occasion of major holidays. Depending on the type
of cake, there are different discount rates:
 (banhtrungthukinhdo.com,2022)
5. People:
In the marketing mixture, refers to anyone directly or indirectly participate in the business aspect
of the business. That means anyone who participates in selling a product or service, designing it,
marketing, managing groups, representing customers, recruiting and training. It is important for
the success of your brand and customer satisfaction, that all the representatives of the company
(including chatbots ) are polite.
- Bibica : identifies "human resources as valuable assets of the company". Therefore, the company
always creates favorable conditions to multiply all the company, in addition, the company also
regularly organizes different training so that the hospital can improve the skills, knowledge, and
qualifications for all employees in The company can develop personal career in a sustainable and
sustainable manner.
- Kinh Do: With the desire to become a second family where all members strive for a common goal,
Kinh Do has created an ideal working environment, encouraging creative staff, contributing ideas.
Thought to improve contributing to improving efficiency and performance. Kinh Do has always
been a leading company in good human resources and has good training policies.
6. Process:
6.1. Mondelez Kinh Do Company:
6.1.1. Find potential customers
- Kinh Do always orients its confectionery products to suit customers with criteria such as age,
gender or income. Therefore, Kinh Do's customer potential is very large.
- Kinh Do seeks customers for the company both online and offline
6.1.2. Prepare sales plan
- Kinh Do Company has prepared the following steps
 current confectionery market situation
 Potential for competitors
 Company product information is available
 Define target audience
 Forecast of difficulties and challenges
 Ways to reach customers
6.1.3. Reach customers
 After finding customers, will step through the customer approach stage offline brand advertising
Ex: billboard advertising, television advertising….
6.1.4. Product Introduction
- Product Information
- Providing sufficient information such as design, use, benefits, quality, price ... is essential when
introducing products.
6.1.5. Convince customers
- Product quality
- Packaging Products
6.2. Bibica Company:
6.2.1. Prepare to sell
- Things to know about the company: Sales representatives have a clear understanding of the
company's products: production methods and production materials, product features, and
reasons why the product is different from competitors' products.
- Product benefits and prices: The salesperson must present the features of the product to the
buyer. Salespeople must have knowledge of substitute products and their advantages,
disadvantages, and attributes.
6.2.2. Planning a presentation
- Choosing an approach needs to ensure: clear, concise, positive, interesting.
- Flexible, can be changed in accordance with the interests, needs and wants of customers.
- Reliable and relevant, Describe the product clearly, and the benefits of the product or service to
potential customers.
- Salespeople must be professional, not only paying attention to words and handling reasonable
situations.
For example, when dealing with customers, employees who are not confident enough to look
customers in the eye may be perceived as dishonest.
- Feedback: Employees must always know how to listen to customers' opinions, thereby receiving
and modifying them.
6.2.3. Start trading and selling

Buyers will judge by gestures, the body language of the salesperson will have an impact on the
very important first impression.
6.2.4. Presentation and product introduction
The staff will present the product features and benefits. Employees must change the customer's
point of view from not buying to buying.
6.2.5. Handling customer objections

Employee attitudes must: welcome objections, put yourself in the buyer's shoes, listen attentively.
And solve all the problems that buyers objected quickly.

6.2.6. Negotiate and close sales transactions

Employees must make customers hesitate, sellers need to be very confident in their products, in their
recommendations, and in capturing the customer's mind.

6.2.7. Maintenance and after-sales care

After finishing the sales process, it is necessary to keep the relationship between the buyer and
the seller by saying thank you