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marketing mix

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25- 11L- Phạm Phương Thảo
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18 views2 pages

Final

marketing mix

Uploaded by

25- 11L- Phạm Phương Thảo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Product

Product is the most critical element in Xanh SM’s marketing mix as it represents the core value and
competitive advantage of the brand. Xanh SM offers electric taxi services, a modern and environmentally
friendly product that stands out from traditional taxi services. This offering not only meets transportation
needs but also aligns with the growing trend of sustainable consumption, particularly in major cities in
Vietnam.

The standout feature of the product lies in its use of electric vehicles, which operate quietly and emit no
CO₂, significantly contributing to environmental protection. This makes it particularly appealing to
younger customer segments who prioritize eco-conscious choices. In addition, complementary services
such as a smart booking application and professionally trained drivers enhance the customer experience,
ensuring convenience and satisfaction.

Furthermore, Xanh SM focuses on building a clean energy ecosystem, including modern electric vehicle
charging stations and high-performance battery technology. This not only ensures operational
sustainability but also strengthens the brand’s commitment to environmental goals.

In summary, Xanh SM’s product is more than just a transportation service; it delivers long-term value to
customers and society. This approach helps the brand build a strong image and meet increasing
expectations for sustainable living.

Price

Price is a crucial factor in Xanh SM’s marketing mix, reflecting its positioning strategy and
competitiveness in the market. In the highly competitive taxi industry, the pricing strategy adopted by
Xanh SM influences customer decisions and highlights the unique value of its electric taxi service
compared to traditional providers.

Xanh SM sets competitive pricing levels comparable to traditional fuel-based taxi services, attracting
customers during the early phase of deployment. This pricing approach facilitates easy access to a new
mode of transport without creating cost barriers, especially in a market that is still unfamiliar with electric
vehicles. Additionally, Xanh SM implements flexible pricing strategies, including promotions, discounts
for new customers, off-peak pricing, and loyalty programs.

The highlight of Xanh SM’s pricing strategy is not just in the rates charged but also in the perceived value
delivered to customers. Pricing is communicated as a contribution customers make toward environmental
protection by choosing electric taxis over polluting alternatives. This approach enhances the emotional
value, allowing customers to perceive the cost not merely as an expense but as a meaningful action
benefiting society.

With a clear and transparent pricing strategy, Xanh SM not only builds customer trust but also maintains
its competitiveness against traditional rivals. This approach not only boosts market share expansion but
also reinforces Xanh SM’s position as a pioneer in green transportation.
Q2

When launching a new product, Xanh SM needs to focus on several key factors to ensure its success.
First, it is crucial to understand the market needs and target customers. Xanh SM should conduct
thorough market research to identify current customer needs and trends, particularly among groups who
are environmentally conscious and prefer sustainable transportation solutions. The new product must meet
these requirements, such as convenience, environmental friendliness, and long-term value.

Second, a strong and effective communication strategy is essential when launching a new product. Xanh
SM needs to highlight the differences of the new product compared to existing services to attract attention
and interest from customers. Using digital channels, especially social media and mobile applications, will
help Xanh SM reach its target customers quickly and accurately. Clear messaging emphasizing the
environmental benefits and cost savings of the product will help build a positive image for the new
product.

Moreover, service quality is always a decisive factor in the success of a new product launch. Xanh SM
must ensure that the new product provides an excellent customer experience, with factors such as the
stability of the booking system, reasonable waiting times, and professionalism of the drivers. Ensuring
service quality will help Xanh SM build trust and loyalty among its customers.

Finally, a competitive pricing strategy is essential. Xanh SM needs to set a price that is competitive
while reflecting the value the new product offers. Promotional programs or discounts during the launch
phase will help attract customers to try the new product. In summary, to successfully launch a new
product, Xanh SM should focus on market research, strong communication, ensuring service quality, and
implementing a reasonable pricing strategy.

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