Higher Nationals

BTEC HN Student Submission and Declaration Form

Issue Date: June 2021 Owner: HN QD
DCL1 Public (Unclassified) Version 1.0
Higher Nationals

TABLE OF CONTENTS
Introduction....................................................................................................................................1

The main concepts of Marketing applied to Co.opmart Vietnam.............................................2

I. The concept and role of marketing in the 21st century....................................................2

1. Marketing concept and Marketing management concept.................................................2

2. The role of marketing in the 21st century.........................................................................3

II. Roles and responsibilities in marketing and the competences required to succeed.....3

1. Roles and responsibilities in marketing............................................................................3

2. The competences required to succeed...............................................................................4

III. The interrelationship of business units.............................................................................5

IV. Reflection.............................................................................................................................5

The benchmarking analysis of Coopmart Vietnam’ competitors..............................................7

I. Compare the 7Ps marketing mix model between Co.opmart's Chivas Regal and
Lottemart's Glenfiddich Whiskey: product 12YO, 40%, 700ml...........................................7

II. Assess the strengths and weakness of 7Ps............................................................................9

Conclusion and Recommendations............................................................................................11

Bibliography.................................................................................................................................12

BTEC HN Student Submission and Declaration Form

Issue Date: June 2021 Owner: HN QD
DCL1 Public (Unclassified) Version 1.0
 INTRODUCTION
I am a junior marketing analyst working in the marketing department of Co.opmart - a
Vietnamese supermarket chain, is a subsidiary of Saigon Co.op. With over 140 stores across
Vietnam, it offers a wide range of products and services, including clothing, groceries, household
appliances, and cosmetics. With a focus on safety, quality, and economization, Co.opmart has
become the leading retailer in Vietnam's retail industry. My role includes new product
development, from initial research through to pilot testing in selected stores before full roll-out.
We aim to explore new and distinctive market segments where there is potential for rapid growth
and as part of this I am planning to launch a new 'luxury' food range. The marketing challenge is
to reach existing and new customer segments, avoid product rivalry and ensure that existing and
similar product lines are not perceived as being of inferior 'quality' . In my report I use secondary
data sources to provide detailed information for the issue I raise as well as add authenticity. My
report includes the following parts: part 1 talks about the marketing concepts applied at
Co.opmart Vietnam including an overview of the concept, roles and responsibilities of marketing
in the 21st century as well as its How it is applied at Co.opmart as well as how the marketing
department combines with other departments to contribute to the success of the business. In part
2, I will compare the 7Ps marketing model of our company's (Co.opmart) luxury product line,
Chivas Regal 12YO, with Lottemart's Glenfiddich Whiskey 12YO from there. Evaluate the
advantages and disadvantages of the 7Ps marketing model and make development
recommendations for the company.

3
 THE MAIN CONCEPTS OF MARKETING APPLIED TO CO.OPMART VIETNAM
I. The concept and role of marketing in the 21st century
1. Marketing concept and Marketing management concept
- Definition:

o Marketing concept: is a business strategy in which consumer needs are the

guiding principle for all company decisions (Editors, 2019). The marketing
concept a business adopts affects the type of marketing it uses.

o Marketing management concept: is the process of developing and implementing

marketing strategies.

- The five marketing concepts are production, product, sales, marketing, and society. The
list below provides more details about each type:

o Production concept: Businesses focus on producing cheap, large-quantity

products, influenced by manufacturing, to appeal to buyers who may consider
purchasing due to its affordability. The buyer's thought process might be "It's here
and it's affordable, so should I buy it?"

o Product concept: The product concept focuses on delivering high-quality products

to customers, constantly optimizing them to create innovative and superior
products. The customer's thought process might be "It's so special that it's worth
buying."

o Selling concept: This concept is based on strong persuasion and even aggressive
selling to convince as many customers as possible to buy. The consumer's thought
process goes like this: I'm sure about you. I am planning to buy it. ”

o Marketing concept: This concept remains customer-centric, focusing on customer

needs and wants, and aims to provide quality products that satisfy consumers. The
buyer's thought process might be "This is exactly what I need and want!" I'm
really glad I bought it.”

4
 o Social marketing concept: This concept offers customers satisfying products while
considering their social welfare impact, allowing them to purchase products that
contribute to societal improvement.

 Application: Co.opmart Vietnam is the leading retail supermarket chain in Vietnam, with
more than 110 supermarkets and hypermarkets nationwide. After 16 years of operation,
we have not only brought many noble titles to this "leading pure Vietnamese supermarket
brand", but most importantly, conquered the minds and hearts of many generations of
customers. With the ultimate goal of serving customers best, we always determine to
build a "cohesive and sharing" relationship to closely accompany strategic partners and
suppliers. In particular, Co.opmart's private label product production strategy aims to
introduce to consumers products that meet national or international standards at prices
that are always 3-20% lower thanks to reducing intermediate costs. . We always pay
special attention to the quality of goods sold at supermarkets, Co.op always gives priority
to domestic manufacturing enterprises, especially high quality Vietnamese products,
certified by Ministry of Health on ensuring food hygiene and safety, with ISO or HACCP
certificate.

2. The role of marketing in the 21st century

In the 21st century, marketing encompasses more than just selling products and
services; it involves building customer relationships, brand loyalty, and driving sales. The
rise of digital technology has revolutionized marketing, while globalization of markets
necessitates a strong marketing strategy. Additionally, rising consumer awareness
necessitates companies to understand and develop effective marketing campaigns.

II. Roles and responsibilities in marketing and the competences required to succeed
1. Roles and responsibilities in marketing
- Roles of Marketing, below are some of the key roles of marketing:

o Brand management: Marketing is the process of creating and managing a

company's brand, encompassing its identity, messaging, and visual identity.

5
 o Develop marketing mix: Marketing is responsible for creating and executing a
company's marketing mix, which comprises four key elements: product, price,
place, and promotion.

o Data Analysis: Marketing involves gathering and analyzing data about a

company's customers, competitors, and the market to inform decisions and
enhance marketing campaigns.

- Responsibilities of Marketing, below are some of the key responsibilities of marketing:

o Marketing Research: Marketing research involves gathering and analyzing data

about customers, competitors, and the market to inform decisions and enhance
company campaigns.

o Competitive Analysis: Competitive analysis is a strategic approach to identifying

and addressing a company's strengths and weaknesses, thereby enabling the
development of effective marketing strategies.

o Digital Marketing: Digital marketing is the use of digital channels, such as social
media, search engine optimization (SEO), and pay-per-click advertising mouse
(PPC), to reach and interact with customers.

 Application: Co.opmart has officially changed its brand identity to enhance service
quality and cater to contemporary consumers. The new identity features a deep pink color
representing enthusiasm, a dark blue color representing strong belief, and a fresh green
color representing dynamism, preserving the iconic logo image over 16 years.

2. The competences required to succeed

Co.opmart is Vietnam's leading supermarket chain with more than 110 supermarkets
and hypermarkets nationwide. To succeed in the highly competitive Vietnamese market,
we at Co.opmart have focused on the following marketing opportunities.

- Digital Marketing: On June 27, we launched our website, www.co-opmart.com.vn,

aiming to benefit office workers. In November 2012, we launched our Facebook fan
page, reaching 10,000 followers within three weeks and generating over 3 million
website visits.

6
- Data-driven marketing: Data analysis helps businesses create targeted marketing
campaigns, identifying potential customers for retention and enhancing their overall
customer experience.

- Customer experience marketing: The company aims to enhance customer experience at

every touchpoint by offering excellent service, convenient shopping options, and a
pleasant shopping environment, training employees to be helpful and offering self-
checkout kiosks for easy grocery payments.

III. The interrelationship of business units

The marketing department of Co.opmart Vietnam can collaborate with other
departments to develop and implement marketing activities to promote the company's
brand identity, products, and services, and achieve its vision, mission, and goals. The
marketing department can also collaborate with other departments to develop and
implement customer loyalty plans and other initiatives to improve the customer
experience.’

- Here are some specific examples of how the marketing department can collaborate with
other departments of Co.opmart Vietnam:

o The marketing department works with the sales department to implement

promotions, discounts, etc to attract customers and increase sales.

o The marketing department works with the product department to develop new
products to meet customer needs.

o The marketing department works with the finance department to develop

marketing plans and allocate marketing budgets.

o The marketing department works with the information technology department to

establish websites, fan pages, etc to eengage and attract customers online.

IV. Reflection
Junior marketing analysts often face challenges such as lack of experience, limited
resources, high expectations, and work-life balance. Factors such as company culture,
industry, and team can influence their role. In a fast-paced and competitive company

7
culture, they may work long hours and produce high-quality work under pressure. In a
relaxed and collaborative industry, they may have more time and support to learn and
develop their skills. In a traditional industry, they may need to have a deep understanding
of the industry and its customers. A small and understaffed team may require more
responsibility, while a large and well-resourced team may provide more time and support.
Completing a project as a junior marketing analyst can teach them time management,
working with cross-functional teams, using data and analytics to solve problems, and
effectively communicating findings to senior stakeholders and customers. Overall,
completing a project as a junior marketing analyst can help develop skills and prepare
them for a successful career in marketing.

8
 THE BENCHMARKING ANALYSIS OF COOPMART VIETNAM’ COMPETITORS
I. Compare the 7Ps marketing mix model between Co.opmart's Chivas Regal and
Lottemart's Glenfiddich Whiskey: product 12YO, 40%, 700ml
7Ps Co.opmart's Chivas Regal Lottemart's Glenfiddich
Whiskey
Product Core Chivas Regal 12yo is a blend of Glenfiddich Whiskey is a
product over 40 Scotch whiskeys aged Scottish single malt Scotch
in oak barrels for at least 12 whiskey, crafted from 100%
years, crafted using Chivas malted barley and aged in oak
Regal's master blender. barrels for at least 12 years.
Tangible Glenfiddich Whiskey and Chivas Regal's tangible product is a
product glass bottle of Scotch whiskey, labeled with the brand's logo, age,
and alcohol content.

Augmented - Prestige and status: Chivas Regal and Glenfiddich Whiskey are
product both premium whiskey brands, and owning a bottle of Chivas
Regal or Glenfiddich Whiskey is often seen as a sign of success
and status.
- Exclusive events and experiences: Chivas Regal and
Glenfiddich Whiskey offer many exclusive events and
experiences to its customers, such as tastings, dinners and parties.
These events give customers the opportunity to learn more about
Chivas Regal and Glenfiddich Whiskey and experience the

9
 brands in a unique way.
Place Distribution Chivas Regal, a popular Glenfiddich Whiskey, a
Channels whiskey brand, is distributed popular and globally
globally in over 180 countries, distributed brand, is served in
served in over 100,000 over 50,000 restaurants and
restaurants and bars, and is a bars worldwide, with its
popular choice in liquor presence in over 180 countries
retailers and supermarkets. and territories.
Online Chivas Regal and Glenfiddich Whiskey can be purchased online
through alcohol retailers and e-commerce sites. Both are among
the most popular whiskey brands sold online.
Promotion Target Chivas Regal and Glenfiddich Whiskey's target customers are
audience high-income adults who have a passion for drinking whiskey.
These brands target people who are looking for a high-quality
product that has a refined taste.
Promotiona Chivas Regal and Glenfiddich Whiskey both use advertising
l Strategies campaigns to reach their target audiences. These advertising
campaigns often focus on building brand awareness, enhancing
brand image, and driving sales.
Price

Pricing Co.opmart uses a competitive Lotte Mart compares

method pricing method to determine Glenfiddich Whiskey's prices

10
 the price of Chivas Regal, with other brands to ensure
comparing it to competitors and competitiveness and
considering factors like store attractiveness, charging higher
location, shipping costs, and prices for city center stores due
taxes. to higher rental costs.
Physical evidence The shopping space is clean, comfortable and safe. Products are
divided into separate sections and placed on shelves in ascending
order, making it easier for customers to search and choose
products. Besides, the wine area is also displayed in glass
cabinets to avoid collisions and breakage.
People The hospital's staff are selectively recruited and trained very
methodically, with high professional qualifications. The staff's
attitude has received very good feedback from customers, being
open and knowledgeable about the product to be able to advise
and serve customers in the best way.
Process All products must go through a very careful selection process to
ensure quality and reputation. Convenient shopping process with
modern payment system: bank transfer, cash and card payment.
Comfortable payment process, saves time.
II. Assess the strengths and weakness of 7Ps
The 7Ps Marketing Framework is a comprehensive approach to marketing that
considers all factors that can influence a business's marketing success.

- The 7Ps framework has several strengths, including:

o Comprehensiveness: The 7Ps framework is a comprehensive approach to
marketing. It helps businesses consider all the factors that can affect their
marketing success.
o Flexible: The 7Ps framework is flexible enough to be used by businesses of all
sizes and in all industries.
o Holistic view: The 7Ps framework takes a comprehensive view of marketing. It
examines the interrelationships between different elements of the marketing mix.

11
- However, the 7Ps framework also has some weaknesses, including:
o Complexity: The 7Ps framework can be complex and confusing.
o Outdated: The 7Ps framework was developed in the 1960s and has not been
updated to reflect changes in the marketing landscape.
o Not customer-centric: The 7Ps framework is not as customer-centric as some
other marketing frameworks.

Overall, the 7Ps framework is a valuable tool for businesses of all sizes. It can be
used to develop and implement effective marketing strategies. However, businesses should
be aware of the limitations of the 7Ps framework and use it in conjunction with other
marketing frameworks to achieve their marketing goals.

12
 CONCLUSION AND RECOMMENDATIONS
Based on the above analysis, below are some things that Regional Marketing
Manager can consider to enhance marketing mix activities for new high-end product lines
and increase performance:

- Use digital marketing to create brand image and interact with customers: Co.opmart can
enhance its luxury product line brand image through digital marketing, targeting high-
income individuals and businesses, and launching a dedicated website for product
information and exclusive promotions.
- Cooperation with luxury influencers: Co.opmart can collaborate with luxury influencers
on social media to promote its new product lines, reaching a wider audience and
generating interest in their products.
- Create a loyalty program for luxury customers: Co.opmart can establish a loyalty
program for its luxury customers, offering exclusive benefits like early access to new
products, discounts, and personalized shopping experiences.

By following these recommendations, Co.opmart Vietnam can position itself as a

leading retailer of luxury products and increase its performance in this growing market.

(2095 words)

13
 BIBLIOGRAPHY

(2022) What is marketing management? Definition, skills and salary. Available at:
https://www.indeed.com/career-advice/finding-a-job/what-is-marketing-management
(Accessed: 21 October 2023).

9 marketing department roles (definitions and importance) (2023) indeed. Available at:
https://www.indeed.com/career-advice/career-development/marketing-department-roles
(Accessed: 21 October 2023).

Baotuoitre (2020) Saigon Co.op Bán Hàng Trên app, Tăng Kết Nối Người Dùng, TUOI TRE
ONLINE. Available at: https://tuoitre.vn/saigon-coop-ban-hang-tren-app-tang-ket-noi-
nguoi-dung-20200624190423182.htm (Accessed: 21 October 2023).

Baotuoitre (2023a) 270 TỈ Khuyến Mãi, Giảm Giá 27.000 mặt Hàng Cùng 27.000 Món Quà
Mừng Sinh Nhật Co.opmart, TUOI TRE ONLINE. Available at: https://tuoitre.vn/270-ti-
khuyen-mai-giam-gia-27-000-mat-hang-cung-27-000-mon-qua-mung-sinh-nhat-co-
opmart-20230419074738541.htm (Accessed: 21 October 2023).

Baotuoitre (2023b) Nhiều ưu đãi Dành Cho thẻ Thành Viên Co.opmart và co.opxtra, TUOI TRE
ONLINE. Available at: https://tuoitre.vn/nhieu-uu-dai-danh-cho-the-thanh-vien-co-opmart-
va-co-opxtra-20230929081824748.htm (Accessed: 21 October 2023).

Coop (no date a) Đặt hàng Co.opmart trên ứng dụng Zalo - Giao hàng tận cửa, ưu đãi trao tay,
Đặt Hàng Co.opmart Trên Ứng dụng Zalo - Giao Hàng Tận Cửa, ưu đãi Trao Tay.
Available at: http://www.co-opmart.com.vn/trangchu/tinco.opmart/dat-hang-Co.opmart-
tren-ung-dung-zalo--giao-hang-tan-cua-uu-dai-trao-tay_5876.html (Accessed: 21 October
2023).

Coop (no date) Kiểm Soát Chặt chất lượng thực phẩm để người dân yên Tâm Mua Sắm.
Available at: http://www.co-opmart.com.vn/trangchu/tinco.opmart/kiem-soat-chat-chat-
luong-thuc-pham-de-nguoi-dan-yen-tam-mua-sam_6049.html (Accessed: 21 October
2023).

14
Coop (no date b) Truyền thông trực tuyến - Sức mạnh từ nội bộ, Truyền Thông trực Tuyến - Sức
Mạnh TỪ Nội BỘ. Available at:
http://www.co-opmart.com.vn/trangchu/tinco.opmart/truyen-thong-truc-tuyen--suc-manh-
tu-noi-bo_791.html (Accessed: 21 October 2023).

Diem, P.T. et al. (no date) (PDF) the strategic customer relationship management at Coop Mart
in ... Available at:
https://www.researchgate.net/publication/354035833_The_strategic_customer_relationship
_management_at_Coop_Mart_in_Vietnam (Accessed: 21 October 2023).

Editors, B. (2019a) Marketing concept - definition, examples and quiz, Business Terms.
Available at: https://businessterms.org/marketing-concept/ (Accessed: 21 October 2023).

Gfadmin (no date) Glenfiddich Whisky: Single Malt Scotch Whisky - 12 to 50 Year Old.
Available at: https://www.glenfiddich.com/ (Accessed: 22 October 2023).

Global, C.R. (no date) Rượu Scotch whisky pha trộn Chivas Regal 12 Năm Tuổi - Chivas Regal
VN, Chivas Regal. Available at: https://www.chivas.com/vi-VN/our-collection/chivas-12
(Accessed: 22 October 2023).

GRZEGORZEK, J. (2022) Coordinating Marketing Department with other departments, Super

Business Manager. Available at: https://www.superbusinessmanager.com/coordinating-
marketing-department-with-other-departments/ (Accessed: 21 October 2023).

Hasan, A. (2023) Top 11 responsibilities of the Marketing Department (2023), Apimio. Available
at: https://apimio.com/responsibilities-marketing-departments/ (Accessed: 21 October
2023).

Reddy, N.K. (2020) What marketing in the 21st Century means, Small Business - Chron.com.
Available at: https://smallbusiness.chron.com/marketing-21st-century-means-1497.html
(Accessed: 21 October 2023).

Rượu chivas regal 40% 700ml (2022) Đặt hàng Coop Online. Available at:
https://cooponline.vn/products/ruou-chivas-regal-40-700ml/ (Accessed: 22 October 2023).

15
Rượu whisky glenfiddich 12 năm 40% vol 700ML,Giá Chỉ 1.300.000 ₫ - mua Ngay Tại Lotte
Mart! (no date) Lotte Mart. Available at: https://www.lottemart.vn/vi-cgy/product/ruou-
whisky-glenfiddich-12-nam-40-vol-700ml-5010327000176-p47978 (Accessed: 22 October
2023).

The role of marketing in the 21st Century (no date) Gravetics. Available at:
https://www.gravetics.com/the-role-of-marketing-in-the-21st-century/ (Accessed: 21
October 2023).

Shelton, S. (2022) Marketing concept | meaning, types & examples - study.com, Study.com.
Edited by A. Johns. Available at: https://study.com/academy/lesson/what-is-a-marketing-
concept-definition-examples.html (Accessed: 21 October 2023).

Tien, N.H., Duc, N.M. and Hong , T.T.K. (no date) Customer service culture at Coop Mart
retail chain in Vietnam. Available at:
https://www.researchgate.net/publication/354522819_Customer_service_culture_at_Coop_
Mart_retail_chain_in_Vietnam (Accessed: 21 October 2023).

Trí , M. (no date) Thay đổi vì người tiêu dùng - bài học từ Co.opmart. Available at:
http://www.co-opmart.com.vn/trangchu/tinco.opmart/thay-doi-vi-nguoi-tieu-dung--bai-
hoc-tu-Co.opmart_594.html (Accessed: 21 October 2023).

What is marketing concept? Class 12 business studies (2021) BYJUS. Available at:
https://byjus.com/commerce/marketing-concept/ (Accessed: 21 October 2023).

16