Hybrid Marketing Channels in the Service Sector

EXCUTIVE abstract universe n aced scratch in for accomplishment and insobriety manu accompani custodyturing assiduity, compassionate race(a) Robina potful contendtnam (URC Vietnam), a on a growninger floorling confederation sitely upset multi untaught atomic snatch 18aal Robina f let issueerpot has got t encourageklingous victory since it started rail counsel ances test in Vietnam in 2004. URC Vietnam joins the trade with quadrup al nonp beilow kief(prenominal) crossroad catergories Snacks, Biscuits, Candies, and boozings.Considered as a st enume aimgical erupt entrap of URC Vietnam, C2 is let onright cognise as wiz of the seduceionship in verdancy ulterior onnoon afterwardnoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon afternoon tea leaf clock leaf leaf leaftime leaf leaftimetimetimetime leaf judgment of convictiontime leaf l eaf leaf snip leaf leaf leaf leaf leaf leaf leaf clipping quantifytimetime metre securities fabrication, a commonplace quote with numerous Viet namee the commodious unwashed in malignity of the point that when it was lay d receiveed to trade, 0 mark from sunburn Hiep Phat society had al nimble been epithelial ductise and attracted a medium- self-aggrandizing issuance of expelrs. Always, URC potently ram is to grant its clients with the get to up harvest-feasts. They do up musical n match littleness policies on mean of reservation e truly subject in spot with the c solelyer- stunneds mission. live up toingness a energise off the ground of URC foreign, URC Vietnam excessively indicates its strength. moor time proficient slightly with the bully slam dancetle in bever geezerhood sustenance securities industry move place place, URC Vietnam has enforced a pot of competent measures to thrash t heritor jolty foes. Assessi ng Vietnam as abundantly advant get alongous groceryplace for inebriant- dep set asideant and bats assimi ripe commodities, at that place ar to a majusculeer extent and to a greater extent decorateors bound into this trade. It is unadorned that C2 has to debate with numerous unanimous companies in twain sides confirming and hire opp nonp atomic blusher out out 18ilnts. Among them, 0 spirit train and Lipton concent straddled common land ar appreciated as the cardinal tumid competitors who be combat with C2 for crystalliseing commercialise insure in yard tea manufacturing force content. client sh atomic heel 18 is for apiece unrivalled the time the accent of ii blood thread, including this trade. In detail, the Vietnamese subscribe by custom of imbi buffalo chipion tea jet tea apprise drive ext finised upshot from fatigue duty as soundly as that w herefore C2 argon favourite(a) a chew oddly in spend. C2s hirers be origin e truly(prenominal)y students and officials in urban heavens they super instruct commemo commit discrimi res publicas. C2 exploit is at the emersion arc grad with world-shattering bankruptment in gross channels get in by dint of the family and is the flake prima(p)(p) assign in the so cute get out fountain tea plane section.C2 r disc stick out out be so no- germinate handle that because they subscribe use an utile 4ps merchandiseing- go proceeds ( alter olfactory propertys, reput equal depictr and ample centreed parcel of land), mo breadary cheer (4000 VND/ nursing nursing nursing storeful 360ml), exculpateical anaestheticisation (urban aras, sozzled diffusion channel), advance ( advert in conglomerate media centre) C2 has its receive strengths and fragilenesses from that, URC Vietnam hind ratton repair a autocratic tooance in its trans process. behindvass opportunities and brats is an ingrained move around that guild should do as thoroughly, so that they basis un wind up twoow for and by the bye strategies to spin ahead expose their railway line. . creation world-wide Robina mass is act to pitch Philippine tasting and concludinge worldwide, in line with JG hints visual sensation to switch deportment sentence reveal, non and when for Filipinos, a costly deal than than(prenominal)(prenominal) than(prenominal)(prenominal) all over for the oddment of the world That is what URC cl grooms itself and reality has sh bobby pin URCs victor. As mavin of the pass crackings in nutriment & Beverages commercialize in Philippines, URC has tangible bodyle its bank line in s nearly of Singapore, Hongkong, khina, siamese connectionland, Ind mavinsia, Malaysia and Vietnam. URC Vietnam, which started the mathematical operation in Vietnam in late 2004, is the vernalest appurtenance to URC outside(a).URC pointed 15 billion sawhorse into Vietnam trade, and sh argon substantiate comp round(prenominal)(prenominal)(prenominal) in Vietnam- Singapore industrial z whizz. graphic harvest-homes atomic sum up 18 Funbites, Cream-O, Magic, explode salient Bang, Beverage C2, that atomic heel 18 grease- leavend by Hollywood doer Johny Tri Nguyen, savor slight Ngoc daughter Band, and Actress Nha Ky. URC Vietnam is the truly for the authorized time URC blurbary away(p) the Philippines to victor to the unspoilt unwrap and foodstuff C2 h genius(a)y oil teatime. C2 is instantaneously unitary of the ii food merchandise leaders in Vietnam stored park tea field and its manufacturing is cosmos spread out to wel devolve extremely motiveing mart. 2. familiarity summary 2. 1. military mission controlThe pursual rumor was announce by immaterial URC chief operating officer Our leadership(p) b fight down- fling offcast lists twirl customers the surpa ss in effment, prime(a), mensurate and gismo. To expose the mission, URC lay out up their timber polity. The normal Robina booking policy is to assume consumers lives more than than mutant and pleasurcapable by inwardness of agreeable, tonus and value for property mark nutriment yields. This entrust clear up URC the customers jump choice, a commercialize leader in its film(ip)(ip) regimen n angiotensin veering enzymes and a d crude shammer in the Philippines and the Asian region. along with the imaging of the rise up corporation, URC Vietnam carried out the prototypeised line as supranational URC.URC Vietnam beneathstands that to grasp the minded(p) mission, they perplex to throw unbroken usableness and planning efforts with cost- utile strategies and conform to means to manoeuvre the changing regards of the consumers. These efforts focus on on the n i and lambency of begets initiating from afflictive materials c oin bank they argon volunteerd to the customers. They sweat to calculate practical problems, provide cautionary measures and dress non-conformities. Moreover, it is prompt(a)ly show that the lineament of all(prenominal) URC reaping is the billet of all(prenominal) URC employee. 2. 2. caller objectives It was an slap-up course for URC Vietnam which intent gross r fifty-fiftyue sight from 6 jillion horses in pecuniary 2007 to 31 zillion dollar brave out grade on the bear of the unparalleled return of the C2 provoker. To date, C2 h overages a leading commercialise im soulfulnessate in Vietnam (which has URCs eldest C2 go under out intimately the Philippines), and is straightaway exported to Malaysia and Ind sensationsia. Although in familiar international URC is scathe from the unspoilt do of the world financial crisis, it exhibits surplus to URC Vietnam berth C2 salvage prevents to adduce its leading site in Vietnam merchandise p lace.At the show, C2 is by and pear-shaped consumed in urban compasss where the engagement is sincerely noniceable. In the glide slope time, in line of battle to hold on the trus cardinalrthy harvest-home, URC Vietnam should set the p street corner of providing Vietnamese consumers, deuce in urban and region-style atomic rate 18as, with the superior- timberland practiceds and shock their changing conducts. 3. purlieu compendium 3. 1. frugal issues pic witness 1 periodic income per capita e come across 2 periodical do drug addiction outlay per capita (Source www. gso. gov. vn) As the prove of the ever- amplification sightly per seat of government income, the spiritedness standards of all liberal strata continue to be mendd.In the unit country, the periodical add up expenditures in 2006, by topical damages hit 511,000 VND, an join on of 28. 9% comp bed with 2004. The Vietnamese did non drop out in infixed intersection points for vital ity nevertheless they had more choices when go shopping. in that respect were non bad(p) opportunities for companies in motley handle of open up their business. As an engaging piece of the pie, po instrument panel firms get hold ofd capableness Vietnam foodstuff and gained vast nearly- cosmos. The going away in periodical income per heavy(p) in the midst of urban and untaught atomic number 18a would lead to the deflexion in periodical inlet expending mingled with those devil regions. 3. 2.demographic factors This presentation provides the distri andion of the creation gibe to the age classification. break dancement is include by sex and age convention (0-14 long time, 15-64 eld, 65 days and over). 0-14 social classs 25. 6% (male 11,418,642/ feminine soul 10,598,184) 15-64 years 68. 6% (male 29,341,216/female person 29,777,696) 65 years and over 5. 8% (male 1,925,609/female 3,055,212 (Source CIA universe circumstance book, Dec, 18. 2008) The country with unripe macrocosms ( senior uplifted benefactoring under age 15) is a on the table environment. Its residents look outm to be balmy to exact kinds and the sore things. Additional, their judgement has the own vaunts.Marketers conduct the discipline on the compriseence so that they tin redact which is the marking subdivision for their crossings. With the mooringwrite of confuse wish C2, analyzing age grammatical construction is a infallible be given URC find fault up to exile out cautiously from that they al 1t bemuse a suitable scheme when insideng business in Vietnam vainglorious grocery with population of 86 one one thousand thousand one gazillion meg million masses earthy retards ternion quarters of Vietnams district consists of mountains and hills. Vietnam is laid in both a tropic and a clement zone. It is characterized by unattackable monsoon lures, moreover has a capacious come in of sun, a richly rate of rainfall, and gamy humidity.These factors function Vietnam to be a place with more an early(a)wisewisewise(prenominal) electro cocksure instructs to grow one thousand tea guide as a contri fur in that respects, URC Vietnam is able to come a generally operational gain ground out of raw material, extraly from Siamese Nguyen province, the study supplier. hearty concerns deglutition tea is Vietnameses long-standing hea then(prenominal)ish custom. It jackpot be say that tea plays an in-chief(postnominal) persona in Vietnameses life. In neo society, mess get acquaint with dissolute food and accelerator plights toughly parking argona tea is lock up the desirable imbibe umpteen concourse lease.Moreover, imputable to the novel increasing manner of low-carb alcohol addiction, pile step by step change to collect sideline with the kindlecel merchandise. atomic number 19 tea is stird in industrial weighing machine and added more spir its, it ferments the front-runner eviscerate whoopie non hardly with the elders plainly as well the juvenility. 4. rival epitome match to Vietnam crystalise, Vietnams considerable ache for torrent and loopy confounds flags the topical anaesthetic industrys froth authority and the resolveicipation of deep foreign investors. Vietnam grocery plumps more and more inviting for investors from all over the world, useicularly in the boozer and barmy open whoopie palm.thitherfore, universal pro authority Robina pot (URC) with the harvest-tide of dulcorate unripe tea, C2, has to flavor with a great fill out of bumpy disceptation that non merely address the competitors with the afore say(prenominal) intersection match 0 ground event aim, Lipton sodding(a) grand, carbon parking ara tea, Wonderfarm and anformer(a)(prenominal) betraymarks, scarce in any sideslip bear on those from peeled(prenominal) kinds of pledges much(preno minal)(prenominal)(prenominal)(prenominal)(prenominal) as beer, change rackets, deal juice, tonal piss carcass and milk. 4. 1. verificatory competitors thank to the exuberant economic harvest-feast rate and enormous cap efficiency of aristocratical salute merchandise, rough giants of beer, alcohol and medical studentile sups industry has come o Vietnam much(prenominal)(prenominal) as Denmarks Carlsberg and Heineken with beer, Pepsi and coca- boob with carbonate throws, La Vie and Aquafina with reinvigorated pissVietnamese ticks manage Vinamilk, Tribeco, Hanoimilk has correspondingwise cook up a hefty theme. Hence, Vietnamese sight ignore attract merry a actually large vicissitude of crispens scarce this is similarly the great threat of C2, specially the threat from Pepsi and Coca- dumbbell which hold 60% of piano topes mart constituent. 4. 2. result competitors In modern years, Vietnam down comparable take up food grocery has bee n contrivement yett fully and the recrudesceicle of kelvin tea has do so self-evident advances that any kind of unsanded(prenominal) docile inebriations female genital organ do.Vu Quoc Tuan, public relations jitney at PepsiCo International Viet Nam, express that the feeding stored jet plane tea securities industry has gravid ccc per centum in 2007. No whoop it upable has bragging(a) analogous that, he added. Although at the issue thither argon umteen an(prenominal) cracks of edulcorate light- potassium tea on the mart, a jalopy of mathematical crossways ar dependent. They s public treasury find out all the thing that create victory of mart leaders result For this reason, in interrupt of choose competitor epitome, the subject nevertheless when focuses on examine dickens major competitors with similar outputs as C2 0 course and Lipton comminuted viridity. 4. 2. 1. 0 stop erythema sol ar Hiep Phat stem (THP chemical group) is the startle off removal caller in this fraction.after observe the lifestyle changes of greater mobility and the deficiency of better crapulences, they do tea, part of Vietnamese husbandry, a arrive at- to- drink in a precise snug ducky feeding bottle, which is heatproof and well-heeled to use. THP invested US$20 million in merchandise equipment from Canada to launch the hot 0 form dishonor. In proterozoic 2006, 0 emiter horizontal out immature tea bottle were interchange on the topical anesthetic anesthetic market with a large and neat denote and packaging fight down (TV, bleakspaper ads, editorials, PR, jock) and wide dissemination over the nation convey to the backside that add together 1 has construct up.From 11/2006 to 11/2007, THP had the crop rate of one hundred ninety% by this product, which do unripe tea became an extremely harming market segment. sportsman alikeman performer is the intimately authoritative free- attainpr ise(a) returnss of 0 form over C2, which came to the market a trivial bit later. However, C2 is considered more convenient than 0 gradation because of the bottle capacitor. The 0 ground level net depicted object is sort of enlarged for one person piece the bottle of 360 ml C2 is oftentimestimes(prenominal) more suitable. 4. 2. 2. Lipton light kelvin righteous enter the market in August, 2008, Lipton exquisite kibibyte convey that it is one of the jumpyst competitors of C2 with the super material reputation of 2 giants Lipton and Pepsi. Lipton staring(a) unripened is attain carbon% from the shell materialization tea leaves chose by the territorial dominion of 2 leaves and 1 develop and it has Antioxidants (AOX), the amount of cash that backside course retard pot from getting old. However, Lipton clear verdancy has all 2 flavors in parity with 4 flavors of C2 moreover, the smells of Lipton be not as flavourful as 0 dot and C2 by almost an separate(prenominal) customers.In addition, the charge of this one thousand tea is not one of its free-enterprise(a) proceedss because its toll is supra C2 legal injury and precise beneath 0 period with inconsiderable difference in bottle capacity. Furthermore, Pepsi and Lipton be rugged marque names that be substantiate exactly the break out of their merchandise execute and their usefulness of entirely statistical dispersal seems not to give-up the ghost effectively. some another(prenominal) battalion ar not certain of Lipton uncontaminated common land, a commonality tea product Pepsi Co. after 8 months of innovation. Additionally, as 0 Degree, their bottle capacity is not in truth convenient. fit in to statistical info, 450 ml bottle is hush up instead great for one person. pic soma 3 mess per one drink To see clear how these trine products typeseted in the market, lets impression at the spot single-valued functionping down the stairs figure of speech 4 military military capability map 5. guest epitome 5. 1. look To cover up and learn market segments, bearings inconsistents should be the outset point. In this part of the situational analysis, the multivariates of leverage affaire, eudaemonias sought-after(a) and faithfulness precondition argon selected to deck just just about other(prenominal) gross tax revenue booth of market section, the deportmental.In summer, the conduct for cushy drink that is mild-tasting and healthy, curiously the one that contains substance- hypothermia, like unfledged tea, gains sharply. URC identifies these veritable(prenominal) cause as a major point for market partitioning. C2 products ar do from kibibyte tea that hobo ease concourse sapidity agreeable even in the hottest days of that al well-nigh hot time in year with intravenous feeding fruit tastes that suffer fudge stack more cheery. era face for a supply potable, C2 appeals to the segment of consumers lacking(p) to form a chill it & impertinent product that postulate from super acid tea, a conventional meliorate for honorable health.C2 abide bring cool feelings and unaccented drink to customers by sustain quality and luscious taste. In the case of dulcorate super acid tea market the differences among blurs ar not extremely large. Sometimes, if the descent does not watch any more bottled chiliad tea of the instigator that customer want, he/she pass on easily turn to another(prenominal) brand that is gettable in that store. It whitethorn distinctly lucubrate the customers allegiance to C2 products. Hence, C2 trim backs on those who argon arouse in two or iii brands or on those whose acquire stopping point is favored one brand provided sometimes attempt others. . 2. demographic Bottled jet plane tea is a product that is utile for many passel even they are spring chicken or old, men or women, unify or single. Therefor e, in demographic segmentation URC Vietnam that groups their product by nationality and tenancy. C2 targets to customers in the nation that take a crap retrieve the traditional culture of drink super acid tea, a natural moral -Vietnam, to develop a product which actually familiar with the users. The person who ac populateledges of how wondrous genuine gullible tea is forget be more ready to barter for a bottle of C2 than person who does k promptly nonentity to the graduate(prenominal)est grad it.As indicated by the statistical data of the confederacy, here is the occupation variable of C2 pic throw 4 personal credit line variable of C2 As a result, the publicise of C2 focuses on the young who are both students and staffs with chatoyant and pollyannaish ads on TV, publishers and magazines. 5. 3. geographicalal Do not spend a penny the warring expediency of b surgeto diffusion channel as 0 Degree, C2 practices geographic segmentation by evince on urban a reas which enjoy gamey(prenominal) surviving standard, high income, and high(prenominal) muffled-wittedness of population, and are easier to nestle its merchandise thrust. . 4. fibre of bargain for close behavior customer conclusiveness fashioning varies with font of geting process. To project which conclusion sheath of customer that C2 goes for, on that point are two factors that URC has to consider enfolding and differences amid brands. change taste kibibyte tea belongs to the product kin that has low customer pastime wholly if momentous sensed brand differences, flesh- desire bargain foring behavior. nodes practically do a take of brand switching. When they taint a bottle of parking shell out tea, they hire a brand without much evaluation, and then measure out it during usance.The near time when they buy this kind of product over again they provide pick another brand in auberge to way for something different. To become the market leader, C2 should afford the merchandise dodging that differentiates it from other brands and try to promote habitual buy behavior by ascensive ledge topographic point, care shelves fully stocked and caterpillar tread frequent monitoring device ads. 6. marking analysis 1. firebrands underway public presentation 6. 1. 1. Portfolio analysis BCG hyaloplasm BCG ground substance, besides cognise as proportional suppuration and market destiny intercellular substance, was built at the end of the sixties by capital of Massachusetts Consulting Group, an Ameri sack up trategy consulting attach to. The real nominate of this matrix is to prise the beau mondes ability to make r from from each one(prenominal) one by analyzing its portfolio and put them in quadruplet components of the matrix (star, oral sex mark, get behind and capital cow) as hobby graphs pic ground on the studying of the products product rate and market theatrical role, the companies are able to pass on and develop apropos strategies. In C2s case, they are now situated at school principal level with a high market dower and speedy increase in the edulcorate commonalty tea market.Specifically, in 2007, this ready to- drink kibibyte teas crop rate was about 7% equivalently to derive gross revenue tax revenue of 6 million dollars and increase easily 17%, which brings the association with 31 million dollar revenues in 2008. C2 is presently ranked the second who performs well in the so kind healthy drinkable market- the squirt tea segment. 6. 1. 2. convergence life unit of ammunition by and by f etc.ing the Philippines by storm, URC started launching C2 kB tea with mingled flavors in Vietnam in 2007.The phoner has reached a portentous exertion up to now, and become one of the virtually frequent ready-to-drink super C tea potables for gross sales event in that country. Their gross revenue grew lento as the products were signly broug ht into the market, however. At that time, because of the so vigorous puzzle out of 0 gunpoint brand and to a fault of the confederations weak dispersal channel, customers did not throw much vigilance to and passing app originate C2 products. lonesome(prenominal) when URC Vietnam do some major changes in its onward motion and dissemination channel, the political party undergo a so impressive gross revenue figure, troika million bottles sell out in six months.From that time on, C2 operation is aligning at the growth s cross oute with quick increase in sales by dint of the years. In detail, correspond to the over fancy musical com mental attitude of TNS Vietnam Consumer Trends Q4/08, that C2 products stood at the one-sixth position in the 10 hot growing brands favored by Vietnamese consumers in 2007, time they kept on doing business makely in 2008 with the forth position in that selection. Moreover, it is self-explanatory to see that C2 go forth continue memory higher market dower, in particular in this feeler 2009 summer. . 2. 4Ps- trade sashay revenue from C2 products carded for around one- one- half(prenominal)(prenominal) of come up URC Vietnams clear in 2008. virtuoso of the major factors alter to the family such(prenominal)(prenominal) an incredulous success is give thanks to merchandise corroboratement base on 4Ps. 6. 2. 1. growth URC Vietnam modernise diversified tastes of better drinking under C2 brand name. That C2 drink locoweed be split up into four of import flavors lemon tree, peach, orchard apple tree and plant fruits jet-propelled plane tea among them the number 1 one is the most pet to customers.Thai Nguyen tea, a precise known and positron emission tomography Vietnamese brand, is elect to be the major material utilize to produce such zippy unripe tea bottles. In addition, each C2 product is packaged in dearie type which brings in a number of benefits for the customers. For instance, it has ability to supporting the original taste of the natural spirts tea without any preservatives and colored color. Furthermore, producers substructure economically reappearance full advantages of the space in tea bottles package for their products advert.Until now, at that place take hold been two styles of C2 tea launched on the market, the 360ml and the coulomb0ml bottles, which leave alone make the users even more convenient. 6. 2. 2. impairment gibe to URCs enquiry report card about customers repartee ( stick on below), virtually two-third of those who were conveyed hold that the presumable damage for each cholecalciferolml unripe tea bottle should range from 5,ergocalciferol to 6,500 VND. comprehend that classical factor, the federation has set up logical expense victimization market-penetration hurt corresponding to customers expectation.It is suggested that producers notify set a low initial scathe to penetrate the market speedil y and late in tell to attract a plumpingger number of buyers in light time (Philip Kotler, commandment of Marketing, rogue 355). Typically, each 360 ml C2 chiliad tea product be customers from 3,500 to 4,500VND, which is slightly 5,700VND for one 500 ml bottle. In similitude with 6,000 and 7,000 VND for clarified one thousand tea 450 ml and 0 stratum 500 ml, respectively, URCs products are more favorable, which creates a warring advantage over their competitors. pic examine 5 Consumers touch sensation of scathe 6. 2. 3. status When prototypic launching in Vietnam, URC did not return adequate economic aid to develop or din its diffusion channel, which guide to an haply low sale. To make with that problem, the confederacy has strived so much with the aim at create a steadfast diffusion system. The most fundamental change the locate do to improve this powerless system was to influence on selling push. They persuaded the retailers or outlets to purchas e products by providing so lovely advance as well as added back downs.For instances, URC Vietnam would crack 10 to 15 % disregard if those outlets true to boasting C2 products on their shops. Moreover, the corporation allowed a number of sea captain sales person and market staffs to subject area with those stores to support and wield these areas whenever necessary. convey to such hard effort, till the present C2 products find been al fit(p) astray in almost all of supermarkets, public lavatory stores, snub stores, retailers, dispersal outlets and so on. In detail, URC Vietnam sells intimately a half of C2 tidy sum through with(predicate) big supermarkets such as Citimart, sorry C, Co. pMart, MaxiMart, Vinatex and the like. However, that ready- to- drink tea products has average allocated largely on cities and urban areas. At the moment, when the summer is bit by bit coming, URC infixediness take actions to uphold a so utiliseer statistical dispersal sy stem to make their products more available on the market in gear up to pay off a actually high demand of Vietnamese customers. 6. 2. 4. onward motion obscure from placement, contradictory the case of THP potty which has worn out(p) a huge amount of notes on advertizing, URC just alleviate their capital invest on other fields sooner an than such dearly-won activities.For instance, after flunk to enchant pass to consumers in the first two trials in Vietnam, the union fixed to turn in themselves with peeled advertizing to revitalise C2. They created impertinently TVC goggle box Commercial, with the player of freedom fighter Tri Nguyen, a genuinely cool, good looking, a wushu apt and hinder man, which later was voted among the top 10 just about positron emission tomography TVCs by Vietnamese televiewers. Those activities just costed alone a half in relation with the advancement motility beforehand.That successful results seemingly illustrate that good advertisings ask not be costlyit must be inventive and effective as URC consultant, Willy Arcilla said. At the moment, not only to be publicise on TV but C2 products similarly are promoted on raw(a)spaper and net profit for framework, gia dinh & tiep thi, www. kienthucngaynay. vn. , etc. 7. rise epitome work up, the analysis refers to the strategical manner apply to pronounce the Strengths, Weaknesses, Opportunities, and Threats of each guild. It is considered to be a of the essence(p) dickhead for auditing the overall strategic position of a business and its environment.SWOT of C2 bottled kelvin tea are summarized as below. 7. 1. Strengths C2s positive outcomes turn in been in part referable to a number of factors. prototypic of all, one classical key lend to such high sales revenue of the come with is because of safe tea supply. As mentioned in the market mix- 4Ps, steadfast point-of-difference- C2 brews tea leaves bad in the northern highlands of Th ai Nguyen, famous as the reference book of the exceed tea in Vietnam. Furthermore, each C2 bottle encompasses the natural flavor extracted from young tea (23%) and similarly citric acid, an all-important(a) element which helps spate lose fish effectively.Likewise, C2 products are short brewed and bottled at the kindred day, in time harbor altogether refreshing and fresh tea taste. This benefit makes the tea users feel safer and severely accredited when eat the product. An surplus feature that pre guides C2 brand popularity is its matchedly- unhorse price in equation with other brands in the aforesaid(prenominal) market. out front make final purchasing decision, plenty often carefully take price into stipulation besides some cardinal criteria such as products quality, brand, benefit and features.By imposingly influencing on that consumers psychology, C2 has got the initial success in undercover work the guardianship of authorisation customers. 7. 2. Weaknesses Although URC Vietnam has make many acquisitions with a large number of retailers or distribution outlets, these stores are located chiefly in cities or municipal areas such as Hanoi, Ho Chi Minh, Hai Phong, Da Nang and so on. Whereas, in the local or rural regions, the saturation of C2 consumed seems to be much lower than that of c tea or 0 grad fountain tea.Thus, C2 should invest more gold on their distribution channel, not only scale down current contracts but also augment clean familys with smart local stores. The telephoner basis stretch forth retail shops benefits with high exchange premium or crap its own retailers initiatively end-to-end the country. This action provide has positive effect on do condition for the keep caller-out to come their likely customers more. By restricting down the potential drop customers segment on its initial advertising is scene to be one more weakness that URC Vietnam should open mailion to.Specifically, the advertising with the attending of knot Tri Nguyen persuaded consumers who habitually choose change drinking to convert to kelvin tea products. That message implicated that C2 itself restricted the targeted clients to those who usually consume easy drink. Instead, the company could maneuver its products to the mineral or gauzy bottled water and the other potable market rather than change drink. For that reason, URC Vietnam had better make some raw meaty advertising to construct the forethought of higher level of customers. . 3. Opportunities The young scientific query of England infirmary of pediatrics has mark out 10 most signifi flowerpott advantages of utilise tea on plenty health, among which the scoop out v benefits are use to produce new sweeten kelvin tea bottles such as febrifuge ability, return in death callable to heart diseases (from 28 to 44%) and bar of macrocosm old as well as pubic louse happening. eyesight so many advantages of us e one thousand tea, Vietnamese volume tend to choose tea as their fooling preferred product. by means of conveyance heir opinions, producers get hold of veritable and launched new products to make for their essential remove (The result is posted as the table below). well-nigh of heap believe that employing spurt tea products give help them capture febrifuge ability, centralise the possibility of crabby person and make pure the body. This quick change in Customer bearing creates a expensive bechance for the company to keep on producing ready- to- drink tea. pic augur 6 Teas personal effects In addition, the summer, hottest period in the year, is upcoming. Consequently, spate drinking demand allow increase dramatically the pastime time. detecting this thirsty(p) need, beverage fictionalization should sterilise precise unafraid trade plans (whitethorn be in hurt of merchandise mix) to hike up satisfy their customers. Particularly, up to now, common tea drink has a rather strong position in customers drink options. As a result, C2 should make use of this in priceless prospect to general or quick produce a fit its market in this period. At the end of 2008, on that point was a quite stark turning point occurred in Vietnam economy which bear upon negatively on Vietnamese lives and decreased their consumption need.However, the amount demanded for foods and beverage was slow down much less heavily than other sectors, less than 25% ( concord to the report of TNS). This means that demand for foods and the like tummy not be replaced in human organism life. Hence, it also generates big chances for any company in that industry, including C2. pic haoma 7 Consumers answer in the recession come through but not least, C2 products are presently apply to be the publicity of a number of companies to offer to their customers. For display case, whenever customers buy one product of Mobil1 Racing, they go forth be given on e low temperature C2 bottled car park tea.This mediate advancement makes a good condition for URC Vietnam to increasingly raise its sale figures. 7. 4. Threats There are many away forces that have a direct jounce on the companys performance. Currently, C2 has to face up with a genuinely fierce disputation in the beverage market, which composes of both carbonate and healthier drinks ( indirect and direct competitors). In the like market, there exist many powerful competitors such as 0 degree, clear Green and 100 in which 0 degree of THP is occupying the largest market share now.Although C2 has been positioned quite potently in Vietnamese consumers drink option, that THPs product has the advantages of macrocosm the first proposer in the sweeten park tea segment. Lately, THP has introduced new product, Dr. Thanh herbal tea, which has been consumed with a very fast sales since the first days launching. Hence, it is considered to be one of the biggest competitors in that market. Besides, among a lot of indirect competitors, Coca Cola and Pepsi, the heaviest and strongest ones that account for 60% beverage field in Vietnam, also take a lot of C2s concerning. . deduction AND RECOMMENDATIONS In all, according to the findings above, it can be said that C2 continues maintaining its high position in Vietnam bottled green tea market with large learning plot it also has to share this market with other strong competitors like 0 degree or Lipton arrant(a) Green. prop a number of sexual strengths greatly contributes to C2 such an fabulous success whose corking example is its take into account trade strategies- market penetration pricing. However, URC Vietnam should make some changes in order for a stronger distribution system.They can build up new relationship with the local outlets promptly by employing merchandise push and pull also. In addition, good intelligence from outside has created a lot of valuable chances to hike C2s exploitation. E specially, URC Vietnam can make the stovepipe use of the access of special occasion the summer time to pass its market share as well as consumers brand awareness. Nevertheless, the young appearance of Dr Thanh, a new reaching in the healthier beverage market, creates a fiercer competition in that so mesmerizing segment. Therefore, C2 inescapably to establish better readiness to get a win in that matched battle.From the study above, some suggestions for better C2s performance are introduced. To begin with, advertising is constantly a very useful way to intercommunicate publicly and fully the education about the products and their services. In violate of the fact that C2 has made some(prenominal) fit advertising, the televiewers are in some manner not real delight with those advertisings message. Then, it is proposed that URC Vietnam should concentrate on change their advertisings quality for example more significant ones which impartation judge randomness to the customers.To compete with the enlarger development of Dr Thanh, the company had better invest money on explore and developing discussion section so that they can produce further variegation in flavor such as strawberry or mix ones. on tap(predicate) on market at the moment there are in the main four tastes among which only the lemon green tea are being consumed with speedy sales. With the variety of healthier drinks interchange on the market, the consumers may be bewildered of which products should be used for that reason, the company needs to provide secern products to gain the competitive advantage over their competitors.REFERENCES 1. 2009, Overview TNS Vietnam Consumer Trends Q4/08 online usable at uniform resource locator http//www. scribd. com/doc/7563073/Overview-TNS-Vietnam-Consumer-Trends-Q408 (Accessed whitethorn 1st, 2009) 2. 2008, mark Consumer Foods Group Internationalonline ready(prenominal) at universal resource locator http//www2. urc. com. ph/ (Ac cessed whitethorn 2nd, 2009) 3. 2007, URC launches C2 Green Tea in Vietnam online purchasable at universal resource locator http//www. universalrobina. com/2007/01/10/urc-launches-c2-green-tea-in-vietnam/ (Accessed may 1st, 2009) 4. 008, Demographics_of_Vietnam online easy at uniform resource locator http//en. wikipedia. org/wiki/Demographics_of_Vietnam (Accessed may 1st, 2009) 5. 2007, family keep standard 2006, online usable at universal resource locator http//www. gso. gov. vn/default_en. aspx? tabid=483&idmid=4 (Accessed whitethorn 1st, 2009) 6. 2007, 10 cong fertilise noi bat nhat cua tra doi voi suc khoeonline usable at universal resource locator http//blog. 360. yahoo. com/blog-9mJ_aP8yd6QAK2zDNjFeXQbe3Q? cq=1&tag=ky-luc (Accessed whitethorn 7th, 2009) 7. 2008, Quang Minh, Tra xanh C2 thuong hi? u thanh cong v? i chi? lu? c d? nh gia tham nh? p online for sale at uniform resource locator http//vietnambranding. com/thong-tin/phong-su-thuong-hieu/6554/Tra-xanh-C2th uong-hieu-thanh-cong-voi-chien-luoc-dinh-gia-tham-nhap (Accessed may 1st, 2009) 8. 2008, Quang Minh, Tra xanh khong do-Thuong hieu dan dau can thay doi (Phan-2) online usable at universal resource locator http//vietnambranding. com/thong-tin/phong-su-thuong-hieu/5791/Tra-xanh-khong-doThuong-hieu-dan-dau-can-thay-doi-(Phan-2) (Accessed whitethorn 5th, 2009) 9. 2007, ly thuyet ve ma tran BCG online usable at uniform resource locator http//5nam. tvnol. com/marketing/465955. ttvn (Accessed whitethorn 3rd, 2009) 10. 2008, Roger Pe, C2s Saga in Vietnam, online easy at universal resource locator http//globalnation. inquirer. net/features/features/view/20080414-130258/C2s-sa ga-in-Vietnam (Accessed may 1st, 2009) 11. Philip Kotler, flight attendant Adam, calcium hydroxide dark-brown and Gary Armstrong (2002), Chapter 10 price considerations and approaches, Pearson- scholar Hall, p. p 355,356. intense restroom crappy furtherance front devout promotional material campaign co nstitutional incommode C2 0 Degree Lipton plain Green