vInternational Marketing Objective

Minhlong has a good reputation in manufacturing high standard of table wares

product in which are currently sold into several foreign countries, except Australia.
Since there is a growth rate and the current positive trends of the Australian house
wares industry (Ahern 2007), this will be a good expanding market opportunity of
porcelain table ware from Minh Long, Vietnam to Melbourne, Australia. To compete
in the international marketplace in Australia, Minhlong needs to formulate the
international marketing strategy in response to differences in cultural values,
consumer tastes and needs, economic conditions, political and legal risks,
government trade barriers and restrictions, market structures and so on.

The activities set out in this marketing plan will be for the Minhlong table wares
porcelain and will establish a new marketing strategy and target market for Minhlong
business operating in Australia. The plan will cover 5 years period from 1 January
2010 to 30 December 2014 and will concentrate on Australia-wide. Responsibility for
implementing the plan will be in the hands of the intermediaries and distributors with
the assistance of headquarter. As Minhlong is new to Australian house ware
industry, the company's marketing plan will have to set out the following objectives:
building brand image and increase brand awareness and create affective feeling:
liking, preference, conviction. The last objective is about sale-oriented objective and
creates the motives which stimulate or direct desires which to obtain sales of at
least 1% market share among imported Australian tableware product or at least
$3.61 million sale at the end of December 2014 or in the next 5 years. Our main
international marketing objective is to create quality, design, and convenience
porcelain table wares for daily use and to give pleasure to many people at
reasonable prices in comparison to products with the same quality in the market.

Marketing Mix � 4 P
4. Promotion
Minhlong will adopt two promotion approaches which firstly the entire process may
be left to the local intermediary or distributor as Minhlong needs the intermediary or
wholesaler in the early stage of expanding in Australia. As a result, Minhlong will not
have much control in promotion strategies or with only a minimum of guidance from
headquarters. The next approach, after familiar with Australian market, Minhlong or
regional headquarters makes most of the decisions, including all the details
surrounding the development of advertising campaigns. For example, with platform
advertising, headquarters spells out guidelines on the positioning theme (platform)
and the brand identity to be used in the advertisements but in which the actual
execution of specific creative concepts differs, giving local firms and agencies more
creative flexibility (Kotabe et al. 2005). Instructions on proper positioning themes
and concepts are shared with the local agencies and affiliates through manuals,
videotapes, CD-ROMs, DVDs or other communication tools (Kotabe et al. 2005).
Minhlong should develop integrated marketing communication (IMC) plan which is
designed to manage and coordinate the different communication tools- mass
advertising, sales promotion, direct marketing, public relations and so forth, to
convey one and the same idea to prospective customers (Kotabe et al. 2005). The
primary role of IMC plan is to communicate the features and benefits of our product
to our target customers and that planning should be based on communications
objectives that is specific and measurable (Belch & Belch 2007). The DAGMAR model
propose that the communications task be based on a hierarchical model of the
communications process with four stages; awareness, comprehension, conviction
and action (Belch & Belch 2007), which our promotional plan for Mihnlong porcelain
table wares will follow this DAGMAR approach.

Copy platform: What is the basic issue to be addressed?

This is a brand in a new market, so there is a desire to increase brand awareness
and a positive brand attitude towards Minhlong porcelain table wares in the small
sized families market, including restaurants.

Major selling idea

Minhlong porcelain product is a quality, design, convenience table ware for small
sized households and restaurants at a reasonable price.

First, to establish and increase brand awareness of Minhlong table wares as a

quality, design, convenience table ware, the cognitive stage, which is awareness
and knowledge provides information and fact about the product of Minhlong to the
target market. Brand awareness is important because it means the consumers
recognize and remember a particular brand or company name when they consider
purchasing options (Terence 2008). Creative strategy for this objective is to use
repetitive advertising in TV, radio and newspapers. In Australia, advertisements
spending by TV, newspapers, magazines, radio are 33.6%, 43.2%, 10.8% and 7.7%
respectively (Kotabe 2005, p. 362). Minhlong must also consider media costs
because media costs differ enormously between countries and also consider the set
of advertising regulations we need to cope with in foreign markets, in this case, the
Australian Association of National Advertisers (AANA) has adopted their respective
advertising codes.

Since television is expensive production, but to reach the most of target market and
because Minhlong tableware is a new product in Australia, TV commercial would be
needed to get the target audience attention and awareness of the brand (Clow &
Baack 2004). For example, TV commercial will be scheduled to advertise on cooking
programs and will use an emotional appeal with a touch of humor to communicate to
potential buyers as Australians have always loved their good sense of humour.
Moreover, radio is the cheaper option that can be planned as the housewives who is
the decision maker in our target market like to listen easy and old music, the
advertisement on radio, such as 101.1 FM radio in Melbourne along with competition
game with ending word or sms the word 'Minhlong tableware' would be considered
as skillful radio advertisers help the listener remember the message by creating a
powerful image to visualize or by repetition of the Minhlong tableware name or
design quickly to give knowledge to customers of our variety of collection (Terence
2008).

Second is to create affective feeling: Liking, Preference, and Conviction. Create

interest in the brand among 70 percent of target audience by supporting ads in
newspaper and magazine, such as Woman Weekly. Create positive feelings about the
brand among 40 percent by communicate information about the features and
benefits of the brand that it contains variety of quality design and collection of
porcelain table wares for customers to choose from. Research of what people like,
don't like, what to improve will be advantage for advertiser to know more about
target market. Also, create preference among 25 percent of the target audience, by
using more copy in ads to convey features and benefits, such as poster on the
supermarket where our target often go shopping, banners, brochure or flyers with
more designs and details to houses or restaurants. Moreover, famous artist's
recommendation in those particular cities will create liking and preference. Create
favorable attitudes by conveying information, promotions by referring consumer to
website for more information, such as variety of size, designs and collections. The
website is now located at www.minhlong.com. Affective strategies elicit emotions
that, in turn, affect the consumer's reasoning process and finally lead to action (Clow
& Baack 2004).

Supportive information
At all times and with all activities, the distributors and retailers of Minhlong product
will be informed and encouraged to provide extra information regarding Minhlong
porcelain table wares to the customers. Moreover, if we would have our own outlets
and stores which are located in Melbourne, it would help to create credibility in the
mind of customer that they would have trust our business.

Lastly, to fulfill the sale-oriented objective and creates the motives that stimulate
desires which to obtain sales of at least 1% market share among imported Australian
tableware product or at least $3.61 million sale at the end of December 2014 or in
the next 5 years. Obtain trial among 20 percent of the target audience by use cents-
off coupons, Internet 'hits' and orders from Minhlong website and in store offers
along with advertising and promotions. Also, develop and maintain regular buy of
Minhlong table wares among 5 percent of the target audience by using continued-
reinforcement advertising (Clow & Baack 2004). These conative message strategies
are designed to lead more directly to some type of consumer behavior (Belch &
Belch 2007). The goal of a conative advertisement is to elicit behavior and they
further encourage the action by stating that this type of design or promotion is
available for only a limited time. Besides coupons and offers promotions, our
company may advertise a sweepstakes that a consumer enters by filling out the form
on the advertisement or by going to a particular retailer. A point-of-purchase display
is also useful as it designed to cause people to make impulse buys (Clow & Baack
2004).

Nevertheless, promotion campaign evaluation is needed such as pre-test and post-

test evaluation to measure the effectiveness of the promotion plan. For example, the
designs for the advertisements, posters and flyers have been pre-tested with a group
of sales representatives and housewives and customers will be asked what they
think about Minhlong table wares product, the design, the image, the quality and if
they have any suggestion for improvement (Waller 2004).

References
Kotabe M, Peloso A, Gregory G,Noble G, Macarthur W, Neal C, Riege A and Helsen K
2005, International marketing an Asia pacific focus,  John Wiley & Sons Australia
Ltd, Milton.