Customizing Global Marketing

Running head: GLOBAL MARKETING
Global Marketing: Vectair Systems
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GLOBAL MARKETING
Introduction
Vectair Systems is a renowned technological innovator, producer and supplier of aircare
and hygiene goods in numerous sectors across the world. For more than 30 years, Vectair
Systems have been supplying various aircare, sanitary and scent products to more than 130
nations. The company mainly focuses on the aircare products, such as, odour control, skin care,
hand wash, sanitary disposal, surface care, infant care and hygiene products for external
spaces (Vectair Systems 2020). It has prominent presence in the Europe and North America,
and with a new air freshener product, named SensaMist S100, Vectair Systems aims to enter
the market of Vietnam. This report will present a marketing plan for Vectair to introduce the new
product in Vietnam’s market through a comprehensive discussion on the business objectives,
country selection, segmentation, targeting and positioning in Vietnam, marketing objectives,
choice of entry mode, global marketing mix, and global marketing budget.
Business objectives
The business objectives of Vectair Systems regarding the new product SensaMist S100 are:
 To capture a substantial share of the market for air freshener in a new emerging
economy of Vietnam
 To create brand awareness in the aircare and hygiene product market in Vietnam
 To provide best quality aircare solution to the target market
 To achieve minimum of £50,000 gross sales revenue in the first year along with £30,000
costed promotional budget and projection of surplus or deficit for the marketing plan at
the end of first year in Vietnam
 To operate responsibly with limited resources in an economy, which is economically
lagging behind the first world countries in which Vectair operates.
Country screening
There are six countries in which Vectair has not yet established their market, and those
are Canada, Brazil, Nigeria, Turkey, Vietnam and Russia. This framework is useful for having a
systematic approach for multi-business organizations for prioritizing the investments among all
business units. As per the ease of doing business index, Vietnam holds the rank of 70 (World
Bank 2020). Vectair has presence in North America and in the European countries. However, it
does not have any presence in the East and Southeast Asia, and hence, to create a brand
awareness in the new market, Vietnam has been chosen. It is an emerging economy with a

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GLOBAL MARKETING
positive growth outlook in the medium term. Poverty has declined sharply in Vietnam from 70%
to less than 6% and there is 2.5 times increase in GDP per capita indicating increase in the
purchasing power of the people. With a rapid social and demographic change in the nation, and
improvement in the basic services and more imported goods, and spurring growth of
multinational businesses, there is a new market for hygiene products like SensaMist S100.
Hence, Vietnam is chosen by Vectair Systems for business expansion.
Segmentation-Targeting-Positioning
Segmentation-Targeting-Positioning is an essential strategy for marketing. To offer the
highest value to the customers, it is important for the company to understand the specific
features and demand of the target market by identifying the relevant segments, targeting the
correct segments and positioning the product or service in a way so that it reaches to maximum
audience and fulfills the marketing objectives (DeSarbo, Blanchard and Atalay 2017).
Figure 1: Segmentation-Targeting-Positioning
(Source: DeSarbo, Blanchard and Atalay 2017)
Segmentation for Vectair Systems:
Segments Criteria
Demographic  Age: 20 years and above
 Gender: male and female both
 Income: 35,00,000 VND per month (approximately) and above
 Relationship status: Single, married, family,
widow/widower/divorcee etc.

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GLOBAL MARKETING  Work status: part time, full time, student
Psychographic  Preference for hygiene in daily life
 Values healthy lifestyle
 Preference for clean and fresh smelling environment
 Interested in trying out new fragrances
Behavioral  Spends regularly on hygiene care products
 Purchases fragrances for living environment at home, office and
cars.
 Regular user of air freshener at home, offices, toilets, and cars
 Open to try new brands
Geographic  People staying in Hanoi (for the short term)
 People all over Vietnam (in the long term)
Based on the segments above, Vectair will target the adult customers residing in Hanoi. The
main product feature, that is, the scent diffuser is manufactured to provide a very hygienic and
fresh fragrance suitable for all types of environment, such as, home, office, gym, casinos, retail
spaces, hospitality venues, hotels and cars, will be highlighted to the target market. Hence,
people of all ages and gender, with all income level and work status, single, married or with a
family are the target group of Vectair for SensaMist S100. Furthermore, for the product launch, it
will only be available to the residents of Hanoi and for people who prefers and spends on
aircare solutions for having a refreshing and hygienic air in their homes, offices, cars etc.
Positioning strategy will be chosen such that a certain image of the product would be
created among the target market to suit the needs and demands of the consumers. Hence, by
positioning, companies create the image so that the consumers perceive the product or service
in a certain way (Iyer et al. 2019). In this case, Vectair Systems positions the scent diffuser as a
device that would create a fresh and hygienic air and environment in the living space at home,
offices, cars, hospitality venues, restaurants etc. Hence, the product is positioned as one that
would give the fresh, relaxing and comforting environment and improve the feel good factor of
the users.