FINAL ASSIGNMENT OUTLINE
I. ABOUT YOUR BRAND
Briefly introduce about your brand, products and pieces of information
that you find helpful and impressive to tell.
II. CURRENT COUNTRY STRATEGY
● Competitors
1. Direct competitors
2. Indirect competitors
3. Competitor Landscape
Please note that this section focuses on the competitors at the home
country of your brand, not the country that your brand aims to enter.
Kindly refer to your midterm assignment for this section.
● Positioning
Analyze the positioning map of your brand among other competitors
above and draw your brand statement.
*Kindly refer to what you have learnt in the Principles of Marketing course.
● Target Audience
Analyze your target audience regarding Demographics, Geographics,
Psychographics, and Behaviorals.
*Kindly refer to what you have learnt in the Principles of Marketing course.
III. VIETNAM MARKET ANALYSIS
1. CAGE analysis
or/and
2. PESTLE analysis
*Regarding this section, please also refer to your midterm assignment, you
also try to optionally analyze both these two methods to have a better and
comprehensive understanding of the Vietnam market.
IV. ENTRY STRATEGY
1. Competitors
Regarding this section, please do similarly what you have done above
with competitors of your brand in your home country. In other words,
you have to analyze your competitors in Vietnam.
2. Positioning
● Analyze the positioning map of your brand among other
competitors above and draw your brand statement.
● Please note that this positioning map is what you are
constructing for your brand to stay strong and grow among
others competitors in Vietnam.
● And in order to build a positioning map that is appropriate and
consistent enough for the brand, I may suggest you to strictly
align to the USP of products/service and also the competitors
section.
*Kindly refer to what you have learnt in the Principles of Marketing course.
3. Target Audience
● Analyze your target audience regarding Demographics,
Geographics, Psychographics, and Behaviorals.
*Kindly refer to what you have learnt in the Principles of Marketing course.
4. Marketing Mix
✅Keynote:
● It is suggested to follow 4Ps Strategy or 7Ps Strategy depending
on whether you are bringing product or service into the country,
kindly work with your group to choose the most suitable
approach. However, from my previous experience on this
assignment, I will apply the 4Ps strategy for the Marketing Mix and
also highly recommend this approach.
● The scope of this Marketing Mix section (4Ps/7Ps) is first you
should analyze the current strategy of your brand/company at
home country in each part. Then, reflecting against the
characteristics of the Vietnamese market to make a decision and
propose an entering strategy for Product, Price, Place.
● Regarding the Promotion, you can refer to the strategy at the
home country but when entering the Vietnamese market, you
should consider thoroughly on the decision due to differences
between countries. Because in this part, you will build an IMC plan
spanning Branding, Media, Communications, Digital, Trade, etc.
✅Kindly refer to Principles of Marketing assignment to know how to
conquer this section.
4.1. Product
● Core Product/ Core Benefits
● Actual Product
● Augmented Product
● Other Product-related factors (just suitable for your brand to
enter the market and relate to product only: packaging,
assortment, variety,...)
● Summary of entry decisions (Standardize or Adapt)
📍In this part, you should consider product strategy and any factors that
are related to your products in home country. It could be flavor, quality,
packaging, product line, product mix or anything that may impact the
entering strategy of your product/service. Then, reflecting against the
characteristics of the Vietnamese market to propose entering strategy
for Product.
📍Importantly, you have to make decisions on whether you
STANDARDIZE OR ADAPT your Product analysis. Whether you decide to
adapt or standardize, supporting with persuasive rationale and how
you will take actions are strongly necessary.
4.2. Price
● Pricing strategy
📍In this part, you should consider the pricing strategy of your
product/service. Then, reflecting against the characteristics of the
Vietnamese market to propose an entering strategy for Price.
📍Importantly, you have to make decisions on whether you
STANDARDIZE OR ADAPT your Price analysis. Whether you decide to
adapt or standardize, supporting with persuasive rationale and how
you will take actions are strongly necessary.
4.3. Place
● Distribution channel (B2B/ E-commerce/Distributing/ Co-
packaging/ Retailers/…)
● Supply chain/Demand chain/Logistics
📍In this part, you should consider the distribution strategy of where
your product/service be placed. Then, reflecting against the
characteristics of the Vietnamese market to propose an entering
strategy for Place.
📍Importantly, you have to make decisions on whether you
STANDARDIZE OR ADAPT your Place analysis. Whether you decide to
adapt or standardize, supporting with persuasive rationale and how
you will take actions are strongly necessary.
4.4. Promotion
📍In this part, you will focus on an IMC plan to promote for your
product/service and your brand/company when entering into Vietnam
market.
📍Importantly, you still have to make decisions on whether you
STANDARDIZE OR ADAPT any factors related to the IMC plan below for
promotion strategy. Whether you decide to adapt or standardize,
supporting with persuasive rationale and how you will take actions are
strongly necessary.
1. Overall page including Budget and Communication objectives
for your campaign. Hint: Let people in that country acknowledge
your availability and hear the sound of your brand/product/service in
the market. The budget can be done later after you plan your
campaign thoroughly and based on the rate card of the media
channel for that country. Whatever you intend to implement, strictly
obey the objectives.
2. Message Decision & Media Decision: The short & catchy
message to let customers remember your brand/product/service
and the following media channels to deliver your message.
3. Agency Selection Recommendation: Because you are a new
brand/company/product entering into a country, you need to seek
support from media/creative/communication or any kinds of
agencies to strategically accompany and execute your campaign.
You may research a list of potential agencies that have solid
experience regarding their successful campaign or base on their
overall capacity that may be related to your product industry.
Then, propose 2 or 3 agencies that meet your requirements.
4. Promotional Campaign: State again your objectives then build
the Big Idea (Campaign idea) and make a decision on which
product/service you aim to strongly feature for the campaigns or
on which you Standardize/Adapt.
5. Key Activities for the Campaign: Event and/or PR and/or Hero
Videos and/or OOH and/or Influencers,...
📍Because you will pay for the support from the agency, you shall build a
plan on what you want the agency to do. In normal practice, clients tell
what they want, the agency will propose deliverables and execute the
plan based on their expertise.
But you need to describe in detail what you want so that the agency can
follow.
6. Trade Marketing/ Sales Promotion/ E-commerce: Several
suggested activities for you to consider in this part: Product
Sampling, Exclusive loyalty programs, Product demonstrations,
Event with KOLS at selling points, Interactive technology, Limited-
time Offers and Discounts, Live Streaming...
📍Mostly, with Trade marketing, Sales and E-commerces, brands do it
themselves and just outsource vendors/suppliers (not agencies except
big event activation or livestream set) for materials and logistics.
📍Regarding Trade/Sale/Ecom, you should focus on the channels, target
audience (tier/segment) and the offers you provide for them.
5. REFERENCE
📍Make a list following APA style
