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    MILIKET - Group 9

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    K59 Nguyen Thi Hang Nga
    This document provides a market analysis and marketing plan for a new hot pot noodle product called Miliket - Colusa. It segments the market into groups based on geographic location, demographics, psychographics, and behaviors. It analyzes 4 main competitors and chooses the most effective customer segment. The marketing mix (4Ps) plan discusses the product design and features, price point analysis, distribution strategies through supermarkets and grocery stores, and an advertising and sales promotion strategy.

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

    MILIKET - Group 9

    Uploaded by

    K59 Nguyen Thi Hang Nga
    50 views26 pages
    This document provides a market analysis and marketing plan for a new hot pot noodle product called Miliket - Colusa. It segments the market into groups based on geographic location, demographics, psychographics, and behaviors. It analyzes 4 main competitors and chooses the most effective customer segment. The marketing mix (4Ps) plan discusses the product design and features, price point analysis, distribution strategies through supermarkets and grocery stores, and an advertising and sales promotion strategy.

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    MILIKET_group 9

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    This document provides a market analysis and marketing plan for a new hot pot noodle product called Miliket - Colusa. It segments the market into groups based on geographic location, demographics, psychographics, and behaviors. It analyzes 4 main competitors and chooses the most effective customer segment. The marketing mix (4Ps) plan discusses the product design and features, price point analysis, distribution strategies through supermarkets and grocery stores, and an advertising and sales promotion strategy.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    50 views26 pages

    MILIKET - Group 9

    Uploaded by

    K59 Nguyen Thi Hang Nga
    This document provides a market analysis and marketing plan for a new hot pot noodle product called Miliket - Colusa. It segments the market into groups based on geographic location, demographics, psychographics, and behaviors. It analyzes 4 main competitors and chooses the most effective customer segment. The marketing mix (4Ps) plan discusses the product design and features, price point analysis, distribution strategies through supermarkets and grocery stores, and an advertising and sales promotion strategy.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 26

    Miliket - Colusa

    GROUP 9
    Group Members

    9
    Lam Thi Hien Linh
    Le Thi Phuong Linh
    Nguyen Phuong Linh
    Nguyen Thi Bich Loan
    Nguyen Thanh Long
    Dao Phuong Mai
    CONTENTS
    TABLE OF
    01 INTRODUCTION

    02 MARKET SEGMENTATION

    03 COMPETITORS ANALYSIS

    04 THE MARKETING MIX 4PS PLAN


    PART 01
    INTRODUCTION
    ABOUT
    MILIKET - COLUSA
    HOT POT MILIKET
    NOODLE

    We decide to
    create a brand
    new product
    which is
    specialized for
    hot pot
    PART 02
    MARKET
    SEGMENTATION
    STEP 1: Identify
    Variables
    - GEOGRAPHIC: REGION
    - DEMOGRAPHIC: AGE
    FAMILY LIFE CYCLE
    OCCUPATION
    - PSYCHOGRAPHIC: LIFESTYLES
    - BEHAVIOR: BENEFITS
    LOYALTY STATUS
    STEP 2:
    BREAK
    DOWN THE
    INDICATORS

    - Region: Urban City, Sub-urban City, Town, Countryside Village


    - Age: <18, 19-23, 24-35, 36-45 & >45
    - Family life cycle: single, couple, married-no children, married-
    with children, extended family
    - Occupation : pupil-student, officer, worker, free-lancer,
    pensioner, business owner, un-employee
    - Lifestyle: Like to gather and eat hot pot, Like to go out
    - Benefits: economical, convenience, special taste
    - Loyalty status: None, medium, strong, absolute
    Segment 1 Segment 2
    STEP 3: Urban City Sub-Urban City
    24-35
    List all the 24-35
    Married-with children/married- Married-with children/married-
    current no children/single no children/single
    Officer Officer
    market Like to gather and eat hot pot Like to gather and eat hot pot
    Convenience Convenience
    segments Strong Strong

    Segment 3 Segment 4
    Sub-urban City Urban City
    36-45 & >45 36-45 & >45
    Extended family Extended family
    Officer Officer
    Like to gather and eat hot pot Like to gather and eat hot pot
    Convenience Convenience
    Strong Strong
    STEP 4: Choose the most effective segment

    SEGMENT 4: Family use:


    Urban City
    36-45 & >45
    Extended family
    Officer
    Like to gather and eat hot pot
    Convenience
    Strong
    PART 03
    COMPETITOR
    ANALYSIS
    4 Competitors

    Acecook Masan Koreno Micoem

    Hảo Hảo Omachi chua cay Mì Koreno Mì chuyên Lẩu và Xào


    STEP 4: Choose the most effective segment
    Micoem
    Critical Masan
    Acecook (Mì
    success Rating Score (Omachi Score Koreno Score Score Miliket Score
    (Hảo hảo) chuyên
    factors chua cay)
    lẩu)
    Price 0.21 3 0.63 3 0.63 1 0.21 4 0.84 3 0.63
    Package 0.03 2 0.06 2 0.06 2 0.06 2 0.06 3 0.09
    Quality 0.4 2 0.8 2 0.8 3 1.2 4 1.6 4 1.6
    Advertisement 0.02 3 0.06 3 0.06 2 0.04 1 0.02 1 0.02
    Distribution 0.14 4 0.56 3 0.42 2 0.28 1 0.14 1 0.14
    Brand 0.2 4 0.8 4 0.8 3 0.6 1 0.2 2 0.4
    Total scoring 1 2.91 2.77 2.39 2.86 2.88

    Advertisement:
    Quality: Rating ifRating
    the flavor
    if theand
    companies
    toughnesshave
    of good
    the noodles
    advertisements
    are suitable
    for for
    Brand: Rating
    Distribution:
    Price: Rating
    Package: ifthe
    Rating ifbrand
    Rating
    the the
    price
    if the image
    package in
    of instant
    ofproducts
    the product
    the isnoodles’
    areproduct
    common
    affordableindustry.
    is and
    eco-friendly
    for
    easyeveryone.
    to buy.
    hot pot.
    their product, and their effectiveness.
    PART 04
    THE MARKETING
    MIX 4PS PLAN
    1. Product
    With flavor

    Our group will


    choose to analyze
    the product line
    with flavor, and
    the flavor packets
    will be packed
    with noodles.
    1. Product
    Design

    The product will be designed as 10-


    pack noodles with the seasoning
    package inside. We recommend that
    the packaging will be made of paper
    1. Product
    Features and benefits

    • The bland flavor of noodles


    (suitable when using with hot
    pot)

    • The noodles are tough and don't


    swell when used in a long time
    and high temperature with hot
    pot

    • Environmental packaging
    2. Price

    Hot pot noodles


    with flavors: Buy
    in package of 10
    packs: 38k
    2. Price
    The reason

    On the company side:


    - Miliket does not focus too much on advertising like other brands.
    - The company can still ensure to make a profit from the above price.
    On the customer side:
    - Everyone has the same mentality that they like to buy cheaper
    things.
    - Middle-aged customers from 36-45 and > 45 are usually
    housewives who often go shopping for their families.
    - Customers who live in multi-generational families and buy noodles
    for the purpose of eating hot pot will often focus on price first
    3. Place
    Distribution system 1:
    Touch Point is Supermarket
    Producer => Supermarket => Customer

    Strategy:
    Stages:
    Reason to choose:
    - Discount:
    -Miliket
    Good location
    noodles and wide
    are coverage
    sold at 13 of
    - The convenience and variety
    the product
    Discount by product: 5%-7%
    retail supermarkets and
    of choice
    supermarket systems: Winmart,
    Discount by revenue:
    Saigon Coop, B’s
    - Frequent quantities
    Coopmart,
    mart, Lotte Mart,
    An uniform Tops Market,
    price (across all retailers)
    - Contains few stages, and is
    FOODCOMART, ….
    easy to control
    Absolute incentives

    Support with money or goods


    3. Place
    Distribution system 2: Touch
    point is Grocery store
    Producer => Wholesaler (Agents)
    => Retailer (Grocery store) => Customer

    Wholesaler:
    Retailer (Grocery
    Agents
    store): Display products at convenient
    locations. In return, the manufacturer offers several benefits:
    The reason: must be constantly incentivized
    - Intermediaries
    to
    - Provide
    do theirbillboards,
    best work. product shelves printed with Miliket logo
    - Reach a large number of customers
    --The
    Promotional
    discount policies
    is the same
    to attract
    as thecustomers
    supermarket
    areas
    implemented widely
    -above.
    Convenience,
    and synchronously ease of shopping
    between and
    retail points
    stretching across the territory of Vietnam
    --Every
    Free return
    year, the
    policy
    company
    for defective
    holds aproducts
    congress,
    awards prizes to the distributors with the largest
    - Sales discount
    revenue.
    4. Promotions

    1 2
    SALES
    ADVERTISING PROMOTION
    SALES
    2 PROMOTION
    • Promotion forms
    • The sale promotion can be held in some
    - special
    10% occasions/festivals
    discount voucher of Vietnam.

    -- For Family
    The each purchase of 10
    day 28/6 packages,
    with slogan:you will
    get 1 pack of
    Connecting hotpot
    family noodles
    with withmeal
    hot pot a newwith
    flavor attached
    Miliket
    - Buy 30 packs (or 3 packs of 10 packs): get
    - Happy weekend campaign
    free products like: bowls, ... or you can
    change
    - Huge to the formfor
    promotion of Tet
    a 10% discount
    2022 this year
    voucher for the next time.

    - Huge promotion for Tet 2022 this year:


    4. Promotions

    1 2 3
    SALES PERSONAL
    ADVERTISING PROMOTION SELLING

    4 5
    PUBLIC DIRECT
    RELATIONS MARKETING
    THANK YOU
    FOR LISTENING

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