Marketing

strategy
Group 2 : o Yn Ngc
Nguyn Qunh Mai
Hong Thy Minh
Nguyn Tin Thng

OVERVIEW
I. Review theory
II. Summary case
III. Answer questions
IV. Similar situation in Vietnam

I. Review theory
1. Strategic planning steps

Define
the
mission

Set
objective
s

Designing
the
business
portfolio

Plan
strategies

Mission
The organizations purpose, what it wants to
accomplish in the larger environment.
Ex: if a man make a better mousetrap than
his neighbor, the world will make beaten path to
his door

Trap ease America

Set objectives
Objectives including business objectives and

marketing objectives.
Business objective: profit =increase sale and
reduce costs; sale =increase share of domestic and
international market
Marketing objective: supported by mar strategy and
program

Designing the business portfolio

Designing the business portfolio

Business portfolio : the collection of business

and products that make up a company.

Portfolio analysis : the process by which

management evaluates the products

business that make up the company.

and

Plan strategies

Planning Marketing: Partnering to build

customer relationships.
With Other Company departments
With others in the marketing system
Marketing Strategy and the Mar-Mix (4Ps)

Marketing strategy
Marketing segmentation: dividing a market into

distinct groups of buyers who have different

needs, characteristic, or behaviors and who might
require separate products or marketing programs.
Marketing targeting : the process of evaluating
each market segments attractiveness and
selecting one or more segment to enter.
Marketing positioning: arranging for a product to
occupy a clear, distinctive and desirable place
relative to competing product in the minds of
target consumers.

II. Summary case

Martha House, President of Trap-Ease America,
with their colleagues invented such an one-of-akind mousetrap delivering outstanding benefits
for customers. The demand for it, however, was
not remarkable as expected. Martha had to
reconsider her companys marketing strategies
to turn around the hardship and gained higher
profits. What are the real matters to their selling
plans?

III. Answer questions.

Question 1: Martha and the Trap-ease America investors
believe they face a once-in-a-lifetime opportunity. What
information do they need to evaluate this opportunity?
How do you think the group would write its mission
statement? How would you write it?

_Required Information to evaluate:

+Define the outstandingly unique selling point. +Define
the products innovative benefits in comparison with
other supplements.
+Define the right market segment and customers.
_Mission statement: Provide the most effective, cleanest
and safest solutions to customers mouse problems.

Question 2: Has Martha identified the best target

market market for Trap- Ease? What other market
segmentats might the firm target?

_Trap-Ease identified the right target market

when choosing housewives as the main
segment.
_However this is not the only and the best
market for Trap-Ease.

Queston 3: How has the company positioned the TrapEase for the chosen target market? Could it position
the product in other ways?

How Trap-Eased positioned:

Better product.
Higher price.
Other ways:

Question 4: Describe the current market mix for Trap-Ease.

Do you see any problems with this mix?

_Current Mar-Mix:
+Product: The mousetrap
+Price: 5-10 times more expensive than other products in the
same market.
+Place: Only grand retailers. No wholesalers or any middlemen.
+Promotion: $50,000 for costs for trade shows and sales calls.
$10,000 for advertising.
_Problems:
+Place: Partnering with other distributors in the Marketing
System.
+Promotion: Wrong focus. Lack of varieties of products, price
ranges, PR programs,

Question 5: Who is Trap-Ease Americas competition?

Cats.
Other traditional mousetraps.
Poison, chemicals

Question 6: How would you change Trap-Eases marketing

strategy? What kinds of control procedures would you
establich for this strategy?

How to change:
Product: Package
Price: Reasonable
Place: Set up more relationships with other selling channels.
Promotion: More advertising at the right time, in the right

place.
Control procedures:
Clarification of mission
Effective measurement (market, demand, types of customers,
)
Effectiveness assessment (sales, revenue, costs,)
Solutions implementation.

IV. Similar situation in Vietnam

Laser beer of Tan Hiep Phat company.

Advantages:
+ The pure houblon content is high .
+ Making the bitterness which people are
passionate in beer very fond of .
+ It is portable to drink everywhere because it
is packaged in the bottle.
+ Stable quality because it is invested $10
million to technology and equipment based on EUs
standard.
+ Fresh beer is more delicious than canned beer
and bottled beer thanks to fermenting, preserving.

The causes of failure in

Laser beer marketing.
in Vietnam
Trap ease America
Product

The NAME of beer.

It is fresh beer rather
than HIGH-GRADE fresh
beer

PACKAGING
2 traps per package.

Price

It has higher cost than

It has higher cost than
other fresh beer in market. other trap in market.

Place

Do not
agencies

Promotio
n

have

sole

Do not have wholesalers

and middlemen.

They use traditional way

to advertising.
They do not have special
promotional
program.
They
offer
trial
use
program
but
do
not
indicate clear place.

Marketing focus on
wrong
fields.
They only pay for travel
cost to visit trade show
and make sale call.

Thank you !

Q&A