Marketing Points- Comparison Between Nguyen Kim and Dien May Xanh

7 P’s of Marketing
Comparison of marketing plan between
Nguyen Kim and Dien May Xanh
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I. Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives
Source: Langford, 2019
1. Product
The product is a bundle of potential utility because the clients is more interested in the benefits
that they receive from the goods than the physical attributes in the physical sense (Claessens,
2015).
Customers' satisfaction and consumption are centered on the product. People buy and consume a
variety of things to meet their various demands. In order to succeed in the market, you must have
a good product. If a company can offer products that meet the needs of their customers, their
product will be generally appreciated. It will bring in more clients and create prospects for the
company to expand. It is significant from the standpoint of society since it benefits people in
different ways. The product satisfies the needs of society, raises their level of living, and
provides employment possibilities to a vast number of people involved in the product's many
processes (Claessens, 2015).
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Similarities: Nguyen Kim and Dien May Xanh both sell electronic and home appliances that are
directly imported from well-known manufacturers like Sam Sung and Electrolux. They also
provide customer service and sales support.
Differences:
Nguyen Kim Dien May Xanh
Brand The brand name is Nguyen Kim
with Slogan: “All for customers,
customers for all”. The logo of
Nguyen Kim has 2 major color are
red and white.
The brand name is Dienmayxanh
with Slogan: “"You want to buy
television - go to Dien May
Xanh". The logo of Dien May
Xanh has 2 main color are
yellow and blue. Moreover, it
has black human in the circle
which the symbol for MWG.
Product categories Nguyen Kim has 9 product group in
the product portfolio. They only
sell electric products that include
refrigerator and freezer, TV,
washing machines, Phone, Laptop
and accessories, air conditioner and
air purifier, household appliances,
camera & camcorder, engine and
tools (Nguyen Kim, 2021).
Dien may xanh has 12 product
group in the catalog. In addition to
selling electric product same as
Nguyen Kim, they also sell more
in terms of product range that
includes non-electric, service and
used electronic home appliances
(Dien May Xanh, 2021).
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Total product About 50,000 products from well-
known brands are available at
Nguyen Kim.
About 80,000 products from well-
known brands are available at
Nguyen kim.
2. Price
Pricing is a method of assessing the value a producer will receive in the trade of goods and
services. In other words, the pricing strategy is used to establish a price for a producer's item that
is significant to both the producer and the client (Suttle, 2019).
The price strategy determines the marketing budget. The price of a product impacts how much
profit it makes, with a portion of that profit going to marketing. If the margins are high,
marketers have more money to sell a product. If the margins on a product are poor, however,
there is less money available for marketing. Pricing strategy has an impact on marketing
effectiveness. Customers are more likely to click on your ad and purchase your goods if it is less
expensive than your competitors. CTR and conversion rates that are higher suggest that a
marketing campaign is healthy and effective (Niekerk, 2018).
There are seven pricing strategies that include: “cost plus and mark up pricing, customery
pricing, demand pricing, product-line pricing, psychological pricing, second-market discounting,
competitor-based pricing”.
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Similarities: Nguyen Kim and Dien May Xanh are 2 retail and join businesses in the field of
electronic products and household appliances. Thus, they have the same factors that influence the
determination of pricing strategies as well as they apply the same pricing strategies. Specifically,
they use seven pricing strategies “cost plus and mark up pricing, customery pricing, demand
pricing, product-line pricing, psychological pricing, second-market discounting, competitor-
based pricing”. These 2 companies apply similar pricing strategies due to the same business in
the same environment, the same business sizes, the same industry.
Differences: Although they apply similar pricing strategies due to the same business in the
same environment and similar sizes and similar products, the implementation of pricing
strategies is different.
Strategies Nguyen Kim Dien May Xanh
product-line pricing For the Samsung Inverter
refrigerator product line, a
276-liter refrigerator will cost
VND 10,990,000 while a 310-
liter refrigerator costs VND
12,090,000. This represents a
different capacity and the
users of these two products
will be different.
As for the Sony android TV
product line, the KD-
43X8000H TV product is
priced at 14,400,000 VND
while the KD-55X8000H
product is priced at
19,900,000 VND. From here it
can be seen that the more
expensive product will have
more outstanding features.
Second- market discounting When student buy laptops,
they will get a discount from
15% to 20%. Other
accessories such as printer
30% off, mouse and USB at
the same price of 69,000 VND
or combo of the same price of
299.000 VND. This program
Student will receive a discount
from 300,000 VND to 700,000
VND when buying laptops
from some brand such as HP,
Levono as long as they carry
their student card to verify
their information. This
program is usually applied
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