Promotion of Lavie (four Ps of marketing) PDF

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Promotion is one of the four Ps of marketing. Promotion consists of all the techniques sellers use to motivate people to buy their products or services. Both profitmaking and nonprofit organizations use promotional techniques to communicate with people in their target markets about goods and service...

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Promotion Promotion is one of the four Ps of marketing. Promotion consists of all the techniques sellers use to motivate people to buy their products or services. Both profitmaking and nonprofit organizations use promotional techniques to communicate with people in their target markets about goods and services, and to persuade them to participate in a marketing exchange. Marketers use many different tools to promote their products. Traditionally, those tools were advertising, personal selling, public relations, and sales promotion. Today they have grown to include e-mail promotions, mobile promotions, social network promotion and advertising, blogging, podcasting, tweets, and more. La Vie have use promotion mix, the combination of promotional tools; the traditional mix includes: Advertising, Personal Selling, Sales Promotion, and Public Relation that an organization uses, to make their product be a promotional tool. Then they use Integrated Marketing Communication (IMC) to combines the promotional tools into one comprehensive, unified promotional strategy. With IMC, La Vie can create a positive brand image, meet the needs of the consumer, and meet the strategic marketing and promotional goals of the firm. Emphasis today is on integrating traditional media, like TV, with social media, or integrating print media with websites. La Vie use promotional campaign to improve sales and position in the bottled water industry. The promotional campaign starts with identify a target market. In 2009, each Vietnamese consumer spent more than 28,100 dongs on pure water and more than 10,200 dongs on mineral water, up 3.9 percent and 4.8 percent compared to 2008. Vietnam's drinking water bottled market is expected to hit a total revenue of approximately US$ 279 million by the end of 2014, an average growth of 6 percent / year for the period 2009-2014, with total market production projected at over 300 million liters. The advertising campaign that La Vie plans to implement in 2010 will select Da Nang as the target market. Da Nang is an economic hub and one of the central region's main cultural, educational, scientific, and technical centers, and the fourth largest city in Vietnam. Da Nang is currently a potential market for the beverage industry, especially in the case of a healthy mineral water market such as La Vie. The advantage is that in the present and future, tourism services are a prosperous and potential industry in Da Nang. There are currently beautiful tourist resorts for domestic and international visitors such as the Ngu Hanh Son Mountain, beaches (T20, Pham Van Dong), resorts (3 stars to 5 stars), and eco-calendar areas. Life demand is higher, quality standards are also higher, so that it is not easy for consumers to trust and use the La Vie’s products which takes time for La Vie to achieve it. Even though market share is the highest in the country, but in Da Nang, La Vie's brand is not making a deep impression in consumers' eyes. In particular, carbonated mineral-water products. After identify a target market, La Vie need to define the objective of the promotion. Joining the rising bottled water market, La Vie has gradually strengthened itself by introducing its new high-quality, carbonated mineral water product line, La Vie Sparkling. Most of us still believe that only soft drinks should be carbonated, but here La Vie wants to give customers a fresh taste with the same trusted brand's mineral water. This product line was well received by individuals in the South area. In this promotional campaign, however, La Vie wishes to bring a new participant, La Vie sparkling mineral water, to the Central Region, and the first stop is the Da Nang sector. With the aim of informing Da Nang market about the presence of plastic mineral water as usual but there are bubbles, so the ads for this time are going to be pretty intense and talk a lot about the use and brings the prominence of the products. The goal of ads is to attract customers who can build a sense of excitement and relaxation thanks to these small bubbles, because mineral water without sugar and calories can make people not care about being afraid of diseases such as diabetes or diseases such as

being overweight. Promote consumer behavior and build consumer confidence in the product. From here, consumers will change La Vie 's perception not only of ordinary mineral water and pure water but also of more carbonated mineral water, and the company will continue to develop more to meet consumer demand. After identify a target market and define objectives, La Vie need to set up a unifying message about the promotional campaign. In recent times, "Refreshing with La Vie bubbly" Carbonated drinks have been a popular trend among people, and following this trend, La Vie also launched carbonated products from La Vie. With the "Refreshing with La Vie foam" advertisement theme, a communication aim for people to know the product 's presence and particularly for people to know and feel the freshness of the revolutionary combination of spring water and bubbling is a new ingredient in La Vie 's products. With all the step of the promotional campaign, La Vie can implement the plan. The duration of the ad is 50 seconds, and the ad will be an image of teenagers during summer activities, and they will join a highlevel mountain climbing. The main image emphasized in the commercial is the image of a girl from one of the participants in that game. The content will highlight the change thanks to the use of La Vie carbonated spring water to help the girl achieve success in the competition. The image of people climbing up to the mountain turns excited and excited to start the commercial. Next would be the picture of people appearing exhausted and dazed in the summer day's blazing sun that is conveyed through the act of wiping sweat, continuously panting, and people covered in sweat. The girl is still climbing with a tired and exhausted look, especially the image of a girl who is in the last position among the participants, as if her legs could not continue. But when the girl drank a bottle of sparkling La Vie water everything changed, a cool breeze with refreshing and refreshing emotions created a strong motivation to change the girl's condition. Now with new emotional sources urged the girl to surpass herself and complete the contest. Finally, La Vie have to evaluate the plan to know the strengths and weakness of the plan. The strength of this promotional campaign is quite frantic and uses the advertising means to the full, so the number of consumer will know that this new product is going to be very large, the funding that the company invested in this campaign is quite large, unique advertising templates and videos, content that takes full advantage of product specials and use effective communication channels. On the other hand, there are some weaknesses La Vie that need to look after. The cost of this preparation is very high, the program is implemented in a market where there are many strong competitors, so the program board is highly feasible, caution must be exercised to execute well for the plan. But to put into practice, many other important factors need to be affected, not making full use of communication channels (radio, newspapers), leading to the omission in these channels of many target customers. To make the promotional campaign to be more successful, La Vie need to gather more information about the missing pieces in the plan, make a survey about the location, people and anything relate to the campaign for more accurate. Only that promotional campaign will be success. To make the plan more success, La Vie have to understand the the traditional mix includes: Advertising, Personal Selling, Sales Promotion, and Public Relation which is the heart of the promotion. First of all, Advertising is paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message. Identification of the sender separates advertising from propaganda, which is nonpersonal communication that does not have an identified sponsor. There are many kinds of advertising are used by various organizations to reach different market

targets. But in this campaign of La Vie, product advertising is the main advertising. The main goals of advertising are to inform, persuade and remind customers about the product. La Vie implements a policy of direct marketing on television channels, newspapers. With prestige, speed and broad capability to communicate. The company chooses VTV1, VTV3, HTV7, HTV9 to advertise products because these television stations cover the whole country, the long broadcast time is convenient for fast transmission of the information, uses sight, sound, and motion to reaches all audiences with high attention from customers and with no competition from other material. Channel VTV1 VTV3

Program After movie from 6 p.m. After News from 7 p.m.

Time 6:15 p.m.

Duration 30 second 45 second

Cost (VND) 20.000.000 250.000.000

Number of Days 7 days / week Tuesday, Thursday, Saturday/week

Furthermore, the company advertises products on newspaper because of good coverage of local markets, ads can be placed quickly, high consumer acceptance and ads can be clipped and saved. For instance, La Vie choose Thanh Nien Daily and Tuoi Tre News because these two newspapers are available from Monday to Sunday, a flexible time that lot of people know, so it is very convenient for advertisement products. Newspaper Thanh Nien Daily Tuoi Tre News

Position Section for advertising Section for advertising

Size ½ page 1 page

Number of weeks 1 1

Cost for 1 week (VND) 25.000.000 65.000.000

The company also use online advertising on many popular websites like Facebook, Google or Bing, La Vie has an opportunity to gather customers names, addresses, opinions, and preferences. Also, it enables La Vie to see just how many people have clicked on an ad and how much of it each potential customer has read or watched. Second, personal selling is the face-to-face presentation and promotion of goods and services, including the salesperson’s search for new prospects and follow-up service after the sale. Effective selling isn’t simply a matter of persuading others to buy. In fact, it’s more accurately described today as helping others satisfy their wants and needs (again, helping the buyer buy). Many employees of La Vie need some necessary training for salespeople to do the sales. Salespeople need to listen to customer needs; help reach a solution and do everything possible to make the transaction as simple as possible. La Vie has place many booths in popular beaches in Da Nang to approach customers easier. There is some step that salespeople need to follow. The first formal step in the B2C sales process is the approach, the best approach is “How can I help you?” or, simply, “Welcome to our store.”, this show the customer you are there to help and are friendly and knowledgeable. Discover what the customer wants first by asking questions, and then make a presentation. Salespeople should show customers how the company’s products meet their needs and answer questions that help customers choose the right products for them. Next is close sale, it is important to make a trial close, because if close sale to soon, the customers make not going to buy the product. After-sale follow-up is an important but often neglected step in B2C sales. If the product is to be delivered, the salesperson should follow up to be sure it is delivered on time.

Third, public relations (PR) is the function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance. In other words, a good public relations program has three steps. First, La Vie need to starts with good marketing research to evaluate public attitudes and the best way to know is to listen to people from social media about the products. Then, after understanding the public opinion, La Vie need to creating programs and practices in the public interest. For instance, La Vie ’s commitments are support the site’s efforts to achieve the outcomes of water stewardship as defined in AWS standard, efficient use of water in whole factory operations by saving initiatives, Treat effectively the water we discharge by building up efficient treatment systems, respect the rights of workers on site to have access to safe water, adequate sanitation and hygiene. Finally, La Vie have to tell the public about these programs by upload the commitment on the main page of La Vie, on the advertise. Fourth, sales promotion is the Promotional tool which stimulates consumer buying and dealer interest through short-term activities. These activities include things like displays, exhibitions, trade shows, event sponsorships, and contests. Sales promotion programs are designed to supplement personal selling, advertising, public relations, and other promotional efforts by creating enthusiasm for the overall promotional program. La Vie need to provide free sample to the public to create awareness to the public and attract attention of the customers. For examples, La Vie organizes big promotions for consumers every year to reward customers with lots of attractive value items such as vehicles, bikes, diamonds. La Vie organized a Big Promotion Program in 2006 with the SJC gold prize of 1 kg worth 300 million VND, La Vie also brings business clients, households in provinces, cities other promising incentives, such as: 1 free porcelain vase worth 200,000 VND when purchasing 3 19L La Vie bottles, free 1 hot and cold machine worth 3,850,000 VND when buying 100 coupon of 19L La Vie bottles, hot and cold water heater (or porcelain vase) when ordering minimum 30 La Vie bottles of 19L per month. This encourage customers to buy La Vie ‘s product more. Conclusion Our country is currently on the path of innovation, development, and participation in the world economy. The transition from a centrally regulated centralized economy to a state-controlled market economy with the participation of many economic sectors has encouraged enterprises to have the right to do business and to open up, expand the free market and work with other nations. This is an opportunity for Vietnamese businesses but also a huge challenge. Now businesses must recognize the market economy's harsh competition along with the consumer 's evaluation and preference of harsh goods. In order for businesses to survive and develop, they need to change their organizational structure to suit the reality, apply appropriate and correct policies. In the context of a volatile economy, in particular the increasing competitive trend in Vietnam's market, marketing-mix is one of the indispensable effective tools in manufacturing and business activities, helping to create, consolidate and win the market. In Vietnam's market, La Vie, a large brand of pure water, has launched a new product called La Vie carbonated to meet the demand for carbonated water. The company has acquired promotional activities under the theme "Refreshing with La Vie foam," with the aim of bringing the product into the beverage market, in order to provide satisfying tastes for consumers. With the advertising programs La Vie aims to put images in the minds of customers, and in particular to introduce customers to the breakthrough between minerals and aerosol particles in order to create refreshing, fresh for users...