Marketing Plan for Capilano Honey in Vietnam

International Marketing
Capilano Honey
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4 / 2 5 / 2 0 1 8
Pooja Khemani_JPR

INTERNATIONAL MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Value Analysis of Capilano Honey........................................................................................2
Market Segmentation and its Tools........................................................................................3
Geographic segmentation...................................................................................................4
Behavior.............................................................................................................................4
Demographic......................................................................................................................4
Lifestyle..............................................................................................................................5
Challenges for Capilano Honey.........................................................................................6
Target Consumer Profile........................................................................................................7
Positioning..............................................................................................................................7
Core values of Capilano Honey.........................................................................................7
Brand Image...........................................................................................................................7
Positioning Strategy in Vietnam........................................................................................8
Positioning Map of Capilano Honey..................................................................................8
Justification............................................................................................................................9
Positioning Statement.............................................................................................................9
Product...................................................................................................................................9
Adaptations by Capilano Honey........................................................................................9
Differentiation of Product................................................................................................10
Comparison between Capilano Honey and Manuka Honey............................................10
Price......................................................................................................................................10
The potential risk that impacts the Pricing for Market Penetration Strategy...................11
Branding and Communication.............................................................................................11
Promotion of Capilano Honey.........................................................................................11
Communication Strategy..................................................................................................11
Potential Risk of Advertisement......................................................................................12
Building strong brand.......................................................................................................12
Expected Outcomes..............................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15

INTERNATIONAL MARKETING 2

INTERNATIONAL MARKETING 3
Introduction
A marketing plan is a complete blueprint that summaries marketing and advertising efforts of
a business for the coming year. It explains the activities of business involved in achieving
specific objectives of marketing in a fixed time frame. This report is being prepared in order
to prepare a marketing plan for Capilano Honey for the Vietnam market. This marketing plan
will explain various business activities of Capilano Honey in Vietnam and will help in
achieving desired objectives. Various business activities that will be explained are Value
Analysis, Market Segmentation, Positioning, Product, Price, Branding, and Communication.
Since 60 years, Capilano Honey has developed from modest start to being one top supplier of
honey, enjoying a desirable status for product invention, best practice processes, and quality
honey. Capilano honey has the ability to produce honey of around 45,000 tonnes every year,
providing honey to approx. 30 countries across the world. All this got possible just because of
the Capilano’s dedicated and hardworking supply team which involves approx. 500
Australian families of Beekeeping (Capilano, 2018).
The leading companies of honey in the market of Vietnam are VINAPI and Manuka Honey.
Value Analysis of Capilano Honey
The company ensures that it offers the best quality of honey to its customers by considering
their health and fitness. Capilano Honey is very much focused towards their target and trying
to appeal the customers (Capilano, 2018). The honey of Capilano is different from other
companies in the market because there will offer the best quality of honey at reasonable
prices where on the other side the competitors such as Manuka Honey offer its products at
high price. With the support of the devoted customer relationship management Capilano
Honey was able to attain a customer satisfaction among current customers and it will also