Scribd Logo
Upload

Welcome to Scribd!

  • 477 views

    Marketing Plan: Mogu Mogu

    Uploaded by

    Bảo Quí Trần
    This marketing plan summarizes Mogu Mogu's strategy to enter the juice drink market in Ho Chi Minh City, Vietnam. It will target young women and girls under 30 by launching a coconut jelly drink containing natural ingredients. The marketing strategy will focus on convenience through street vendors and e-commerce, as well as both above and below-the-line communication tactics like ads, discounts, and combo packages to raise brand awareness among health-conscious youth. The plan aims to gain market share in the growing juice segment and compete against established brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Marketing Plan: Mogu Mogu

    Uploaded by

    Bảo Quí Trần
    477 views23 pages
    This marketing plan summarizes Mogu Mogu's strategy to enter the juice drink market in Ho Chi Minh City, Vietnam. It will target young women and girls under 30 by launching a coconut jelly drink containing natural ingredients. The marketing strategy will focus on convenience through street vendors and e-commerce, as well as both above and below-the-line communication tactics like ads, discounts, and combo packages to raise brand awareness among health-conscious youth. The plan aims to gain market share in the growing juice segment and compete against established brands.

    Original Title

    Untitled

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This marketing plan summarizes Mogu Mogu's strategy to enter the juice drink market in Ho Chi Minh City, Vietnam. It will target young women and girls under 30 by launching a coconut jelly drink containing natural ingredients. The marketing strategy will focus on convenience through street vendors and e-commerce, as well as both above and below-the-line communication tactics like ads, discounts, and combo packages to raise brand awareness among health-conscious youth. The plan aims to gain market share in the growing juice segment and compete against established brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    477 views23 pages

    Marketing Plan: Mogu Mogu

    Uploaded by

    Bảo Quí Trần
    This marketing plan summarizes Mogu Mogu's strategy to enter the juice drink market in Ho Chi Minh City, Vietnam. It will target young women and girls under 30 by launching a coconut jelly drink containing natural ingredients. The marketing strategy will focus on convenience through street vendors and e-commerce, as well as both above and below-the-line communication tactics like ads, discounts, and combo packages to raise brand awareness among health-conscious youth. The plan aims to gain market share in the growing juice segment and compete against established brands.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 23

    Marketing plan

    MOGU MOGU
    PROBLEM
    IN HCM CITY

    BRAND AWARENESS SALES DECLINE

    NEWLY

    OLIGOPLY
    PANDEMIC
    LAUNCHED
    MARKET
    MARKET OVERALL
    VietNam’s beverage industry: 5.8$

    billion in 2020

    Annual growth of 6.3% until 2023

    Juice drinks contribute 15%

    Last year the real growth for

    urban area is only 2%


    MARKET ANALYSIS

    CURRENT STATUS
    QUESTION MARK: HIGH MARKET GROWTH & LOW MARKET SHARE

    AIM
    STAR
    Mogu Mogu
    in HO CHI MINH city

    Mogu Mogu is a new and unique line of juice

    products containing Nata de Coco coconut jelly,

    which is a new trend among young people,

    especially teenagers.

    The product is manufactured on modern technological lines,

    ensuring safety and hygiene with a screw-cap bottle design,

    easy to carry with you for use anytime, anywhere. Mogu Mogu

    coconut jelly drink with many delicious flavors, provides water

    Actual capacity up to 320ml and essential vitamins for the body.


    UNIQUE SELLING POINT

    I HEALTHY DRINKS

    II DIVERSITY OF FLAVORS

    III TRENDY: CAN CHEW THE JELLY WHILE DRINKING


    CHALLENGES
    I INTRODUCTORY STAGE

    II CUSTOMERS' RELUCTANT TO TRY NEW DRINKS


    SECONDARY RESEARCH
    SURVEY BASED ON 100 DATA
    SECONDARY RESEARCH
    THE CONCLUSION

    AGE GROUP

    17-22 YEARS OLD

    AGE GROUP
    FEMALE
    57% 43%
    COMPETITORS

    VINAMILK COMPANY

    IPP GROUP

    MASAN COMPANY
    STRENGTH

    High market share - great influence

    on the market

    Above the line marketing - TV &

    newspaper

    R&D: Customer's oriented


    MASAN Company

    STRENGTH

    Own many investment portfolio

    Promotional Strategies: sales and

    price penetration

    Very effective above the line

    marketing
    COMPETITOR
    COMPETITOR -- THE
    THE EVALUATION
    EVALUATION

    Target on missing market

    Unique design, taste & idea

    Using marketing strategies on e-commerce platform


    MARKETING
    STRATEGY
    - 4CS

    Convenience to customers

    Cost

    Communication

    Customer’s solution
    CUSTOMER'S PROFILE

    PRIME PROSPECT
    IN HURRY WOMEN AND GIRLS WHO HAVE AN OPEN AND INNOVATIVE

    MINDSET TO TRY NEW DRINKS ALSO ARE CONSIDERABLE OF THEIR

    HEALTH, THEY ARE UNDER 30 YEARS OLD THAT LIVE IN HO CHI MINH

    CITY.

    SECONDARY PROSPECT
    MALE VERSION OF OUR PRIME PROSPECTS.
    SHADOW CUSTOMERS.
    YOUNG CHILDREN ATTRACTED BY THE DRINKS' SWEETNESS AND

    THE CATCHY DESIGNS.


    4Cs - Convenience to Customer
    E-commerce

    Street Vendors Platform


    Street Vendors
    Convenient to customer

    Boost brand awareness

    Vendor acts as an

    individual salesperson
    E-commerce platform

    Convenient - buy from their home

    Use SEO to increase traffic

    Cookies - target the right customers

    Data can be used for R&D and CRM


    4C - Communication
    Above the line marketing Below the line marketing

    Leaflets Combo selling

    E-commerce ads Discount program


    Above the line marketing
    Leaflet

    Increase brand

    awarness

    E-commerce ads

    Use data and SEO to

    target the right customers


    Below the line marketing
    Discount program Combo selling
    PED > 1 --> decrease in price will

    Increase brand awareness using well

    lead to a more increase in demand known same company's product

    Use with nudge theory Snack Package

    Price is very competitive in


    Low price incentive
    this market
    Our pleasure to
    see you this time!
    Thank you for paying attention

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy