Report on Marketing Concepts and Strategies for Nguyen Kim Center

This report provides an in-depth analysis of Nguyen Kim Shopping Center's marketing strategies, focusing on the application of marketing concepts within the organization. It begins with an introduction to Nguyen Kim, its history, and its position as a major electronic shopping center in Ho Chi Minh City, Vietnam. The report then delves into the definition of marketing, exploring various concepts like production orientation, product orientation, selling orientation, marketing orientation, and societal marketing orientation, highlighting their key points and drawbacks. The customer-orientation concept is identified as the most popular and relevant strategy for Nguyen Kim. The report further examines Nguyen Kim's marketing approach, detailing its product, price, place, promotion, and customer service strategies, including online and offline marketing channels, customer relationship management, and security measures. It includes a PESTLE analysis to understand the factors affecting the business operations. The report concludes with a suggested marketing process for Nguyen Kim, outlining steps for understanding the marketplace, analyzing the business environment, and developing effective marketing strategies.

1. Introduction to Nguyen Kim shopping center and purpose of the report
Nguyen Kim Shopping Center (also known as Nguyen Kim Electronic Shopping Center) is
the largest (one-stop) electronic shopping mall in Ho Chi Minh City, specializing in selling
household products, refrigeration, computer, entertainment and telecommunications brands in the
world such as Sony, Panasonic, Toshiba, Philips, JVC, Sanyo, Sharp, Samsung, LG, Electrolux,
HP, IBM etc... It was established as an electronic window shop by Nguyen Van Kim in 1992 and
has been developed ever since. In November 2001, the Center Shopping Saigon - Nguyen Kim
was officially certified by VBQI ISO9001 and Nguyen Kim are recognized as the first Electronic
Center to be established set up with a large scale and high professionalism. Nguyen Kim is
always ready to serve and bring customers satisfaction.
At the same time, Nguyen Kim has always been chosen as the venue showcasing,
introducing, launching new products, the latest technology of the firm. This has put a bridge
Nguyen Kim to Vietnam consumers quick access to the most advanced technology; improve the
rights of people shopping on par with developed countries in the region and around the world.
Nguyen Kim center is currently active in both segments: e-commerce and retail service.
I am a person applying for the role of marketing management within Nguyen Kim Shopping
Center. I am required to discuss the concept of marketing as well as its role within the
organisation. Further to this i will have to explain how marketing interrelates with other
functions within the business.

2. Introduction to the concept of marketing, including current and future trends.
Firstly, I will present a few definitions of Marketing. According to Philip Kotler (2017),
“Marketing is the process of executing and planning the pricing, promotion, distributions and the
concept of goods, services and ideas to create an exchange that satisfy the individuals and
organisation objectives." According to my understanding, marketing is a business philosophy
that directs the entire company's study, exploration, and production of goods to fit consumer
tastes and meet customer needs. I include some detail conclusions, main ideas, and disadvantages
of 6 marketing principles below to help you gain a better understanding of marketing.
2.1. Definition: There are many definitions of marketing but we can define it according to the
following six marketing concepts
1) Production Orientation
Consumers prefer products that are widely available and inexpensive. The production concept is
more operations oriented than any other concept. Click here to read more about the Production
Concept (Bhasin, 2019).
2) Product Orientation
Consumers favor products that offer the most quality, performance, or innovative features. The
product concept believes in the consumer and it says the consumers are more likely to be loyal if
they have more options of products or they get more benefits from the product of the company.
Click here to read more about the Product Concept (Bhasin, 2019)
3) Selling Orientation
Consumers will buy products only if the company aggressively promotes or sells these products.
Off course, in this era of marketing, we know that selling is not the only tactic to sell your
product. You have to focus on marketing as well. Click here to read more about the Selling
Concept (Bhasin, 2019)
4) Marketing Orientation
Focuses on needs/wants of target markets & delivering value better than competitors. The
marketing concept believes in the pull strategy and says that you need to make your brand so

strong that customers themselves prefer your brand over every other competitor. This can be
achieved through marketing. Click here to read more about the Marketing Concept (Bhasin,
2019)
5) Societal Marketing Orientation
Focuses on needs / wants of target markets & delivering value better than competitors that
preserves the consumer’s and society’s well-being. Click here to read about the Societal
Marketing concept (Bhasin, 2019)
2.2. Highlight of the key points/focus in each marketing concepts
Production
orientation
Product
orientation
Selling
orientation
Customer
orientation
Societal
marketing
orientation
Objective produce
goods
services of
right quality
and quantity
at the right
time and right
manufacturing
cost’.
provide
enough
information
about the
market needs
to justify
pursuing
further
investigation
at a deeper
level
increase sales
revenue and
increase
profits
helping
customers
meet their
goa.ls.
reframe the
recommended
behavior
change so
that the
consumer
realizes that
the benefits
of change
outweigh the
efforts or
costs.
Drawback The quality of
the
company’s
products is
low
Not
supplying the
product
specifications
for the
customers'
desires and
it ignores the
customer
needs
based on
reacting to
market trends
rather than
creating them
focus on a
long-term
relationship
not a short
term with
customers

needs.
2.3. The most concept popular
Today, people's lives are developed more and more, meaning that their personal needs are
also enhanced. Customers no longer just need the criterion "delicious, nutritious, cheap" but they
are gradually aiming for their goals and preferences. In fact, acquiring a new customer can cost 5
times more than keeping an existing one. In addition, existing customers are 50% more likely to
try new products and spend 31% more than new customers. For that reasons many companies
have used the customer orientation concept to grow their businesses. Focusing on meeting a
customer’s needs rather than just making the sale can increase your profits. When customers are
happy, they’ll keep buying from us. Repeat customers mean more profits per person, as well as a
decreased need to spend money chasing new customers. And happy customers will recommend
the company to the people in their life. In other words, focusing on customer satisfaction can be
a smart financial decision. Therefore, Customer-orientation concept is how the marketing
strategy is rated as the most important of the five alternative.
Besides, Societal Marketing concept is also popularly used by companies. In Vietnam,
many large companies and multinational corporations have also successfully implemented this
sustainable marketing campaign for themselves. Social Marketing can be used to promote public
good, or to direct a society to avoid using defective (bad) goods and thereby promote general
social well-being.
2.4. Marketing concept of Nguyen Kim center
Nguyen Kim shopping center is also one of the companies that applies customer-
orientation strategy. With the spirit set out for the whole company to be a pioneer to overcome
challenges, Saigon - Nguyen Kim Shopping Center strives to become the best service center in
the country with the motto: “All for customers - Customers for all”. Nguyen Kim has exploited
to the utmost the sources of goods from countries in the region or around the world to promptly
supply the latest products of these industries. Nguyen Kim always listens to and satisfies
customers. Thereby, Nguyen Kim meets the needs of customers.

- Product: Nguyen Kim's products are plentiful, diversified, and of good quality; origin is
clear, packaging and design are intact. Diversified products with more than 5000 genuine
products of famous brands in the world including refrigeration, electrical appliances,
electrical appliances, telecommunications, computers ... with stable quality and is strictly
tested before display. With the orientation of only selling genuine goods, Nguyen Kim
only serves quality products from the world's top famous brands such as Sony, Toshiba,
LG, Sanyo, Panasonic, Samsung, Philips... with genuine warranty.
The variety of products will help customers comfortably shop in Nguyen Kim shopping
mall. There is a full range of products from affordable to high-end suitable for all
customers.
- Price: Nguyen Kim has developed an appropriate and competitive pricing policy. Price
policy always complies with genuine requirements as well as regularly updating prices in
order to bring the best benefit to customers. Besides, there are also strong discounts on
special occasions. Golden hours are set by Nguyen Kim every day for people to freely
shop. At the same time, it helps to stimulate people's consumption of goods.
- Place: Nguyen Kim currently applies two channels:
 Offline marketing channel: Direct retail channel to consumers includes 6 main
stores: electronics stores, refrigeration stores, electrical appliances stores, digital
stores, mobile phone stores and micro shops count. Besides, the types of products
are clearly arranged to help customers easily find products in the most convenient
way.
 Online marketing channel: This benefit of retail attracts people who save time
with customers who cannot easily get to the store. Because of the recent increase
in social distance, many people's demand for online shopping has risen.
Recognizing this, Nguyen Kim has created a safe environment for consumers
while shopping online via exclusive marketing programs or "Online customer
services." Those benefits include: One-week free trial, one-for-one-year defect,
and a one-year free warranty. For Nguyen Kim, relationship marketing activities
that create feelings of attachment and confidence with customers in order to turn

them into loyal customers are not difficult. By incorporating convenient utilities
such as Top-up vice, it has accomplished the long-term target of g customers'
needs and wants (recharge for phones, games or buy scratch cards for games), or
for the purchase of Vietopia ckets (Vietnam's biggest playground combined with
indoor education).
- Discount: Nguyen Kim's retail stores and online sale websites have the same promotion,
discounts and prices on holidays and special occasions. Whether customers go to the
store to see products directly or customers buy products directly on the website, they will
receive special offers from Nguyen Kim center.
- Customer service: These policies can help take care of consumers because they can be
served online 24 hours a day, order quicker, pay easily, and get goods for free ship in all
provinces. Through these services, Nguyen Kim hopes to share some of the financial
challenges that people face, as well as inspire people to curtail their outings in order to
avoid spreading the contagion, while still offering values to society as a whole.
- Security: Privacy of personal information when buying on the e-commerce floor
nguyenkim.com is interested by many customers. Because when using an e-commerce
exchange for a consumer to shop only, no one will want to share any of their personal
information with a third party. Understand the above problems, we would like to send
customers Nguyen Kim's privacy policy, so that customers always feel secure when
shopping and using the service. We will not provide your personal information to any
third parties, except for some necessary activities below such as meeting legal
requirements, enforcing exchange policies.
3. An overview of the marketing process.
Since I am applying for the marketing manager position at Nguyen Kim Shopping Center, I will
present the marketing process for this product as my recommendation for Nguyen Kim Shopping
Center. In overall, my product marketing process consists of the following 5 steps:
3.1. Step 1: Understanding the marketplace.

3.1.1. PESTLE Analysis
Analyze the factors affecting the business operations of the business. Business is one of the first
steps a business takes when planning a battle business strategy. This section of the article will
study the business environment and internal environment of Nguyen Kim company, in which
studies the economic environment. Business includes macro environmental analysis and industry
market research business of electrical and electronic products in which the enterprise is
operating.
1. Political factor: In the political environment, I will study the institutions - politics, taxes,
and retail market of Vietnam because it directly affects the consumer market of Nguyen
Kim:
Vietnam is the country with the most stable political regime in the Asia-Pacific region,
which attracts the attention of investors. In addition, the policy of expanding the market
to stimulate investment helps businesses reach more customers.
In recent years, Vietnam has issued many legal documents as well as circulars and
decrees that have basically created a legal corridor for business activities such as the
import tax on electronic products is only 0 – 5%.
Regarding the retail industry in general, Vietnam also has certain protective measures
for domestic retailers. Accordingly, although Vietnam joins the WTO, international
retailers, when licensed, have the right to open the first retail point, but, from the second
point of sale onwards, businesses must Compliance with the economic needs test
2. Economic factor: In economy I will study GDP because it affects the purchasing power
of consumers
It can be seen that over the past few years, the economy is growing and going up. It
has a positive effect on the purchasing power in the country. Vietnam’s GDP trend
increases, which is a great opportunity for Nguyen Kim center (Vietnam: economic,
2019). Vietnam’s GDP growth in 2019 achieved an impressive pace of 7.02%, far
exceeding the target set by the National Assembly at 6.6 – 6.8%, the General Statistics
Office (GSO) has announced.

Figure 1: Vietnam GDP growth 2011-2019 (%)
(Source: Vietnam’s GDP growth in 2019 hits 7.02%: GSO, 2020)
Due to complicated developments of the Covid-19 epidemic, the economy of the
world in general and Vietnam is also seriously affected. Also according to the General
Statistics Office, on average in the eight months of 2020, inflation increased by 3.96%
over the same period in 2019. This is the highest average growth rate of 8 months in the
last 5 years, of which, CPI in urban areas increased by 3.51%, and in rural areas by
4.41% (8-month inflation increased by nearly 4%, 2020). This image is direct to the price
of the product and the focus of product.
3. Social - cultural factor:
Vietnam has now proven itself to be a major market for the retail industry with about
86 million people, a young population with about 65% of the population in the working
age, more than half of the population under the age of 30 results of the 2009 population
and housing census). In addition, increasing people's income is also one of the factors
stimulating consumption.
In terms of culture, Vietnamese people have a low per capita income compared to
other countries in the region, but they have shown that a country is quickly catching up
with changes in technology, as shown by the People, especially young people, are very
fond of technology products and are willing to spend large sums of money to own new
high-tech items.

4. Technology factor:
In recent years, the whole world has witnessed an explosion in
technology in the electronics and electronics industry, especially
entertainment equipment or information technology. This directly
affects manufacturers who have to continually invest in research and
marketing to survive and thrive. However, this also indirectly affects
electronics companies, because in order to attract customers, these
companies must also carefully study the buying trends of customers.
Besides, a large number of customers are gradually switching from
traditional shopping to online shopping. If you do not keep up with and
meet the new needs of customers, businesses will lose customers in
the hands of competitors.
3.1.2. Porter's Five forces
1. Competition in the industry (current competitors)
In recent years, in Vietnam in general and Hanoi city in particular, with the rise of
supermarket centers to buy new electronics (in areas such as electronics, refrigeration,
household electricity, electricity, mobile phones, ...) such as HC electronics center, Tran
Anh, Pico ... have made the business environment in the metal and electronics sector
more and more drastic. Nguyen Kim is in the above business environment and has to
compete with many heavyweight competitors.
2. Power of suppliers
Suppliers can assert their power by threatening to increase the price of goods or
bargain for the quality of products or services provided. Therefore, they can squeeze
profits from supermarkets to compensate for the increased costs in product prices that
were difficult to mention before at supermarkets. Besides, there are also many traditional
suppliers of supermarkets that also directly open their own stores such as Canon... for the
increasingly fierce business pressure.
3. Power of customers

Today's customers are gradually proving to be fastidious consumers who constantly
demand the best products and services, especially in the face of the explosion of
electronics centers, when customers have many opportunities. to visit, use the service and
compare service quality, product quality between centers and supermarkets.
Due to the requirement of high service quality and low prices, companies are facing
pressure to reduce prices to attract customers, in addition to the pressure to constantly
improve and improve service quality to retain and build a network of loyal customers.
4. Threat of substitute products
Alternative products and services are products and services capable of satisfying the
needs equivalent to those of products and services in the industry (in addition, there are
price and quality factors). In addition, in recent years, the emergence of online sales
channels, specialized sales channels - help to save maximum costs and time for customers
(targeted to customers who are busy families, with limited time).
Therefore, to limit the threat of alternative products, Nguyen Kim Supermarket needs
to focus on solutions to improve the convenience and shopping needs of customers such
as free parking service charge, home delivery, free gift wrapping.
3.2. Step 2: Design an STP strategy
At this step, I want to provide the knowledge that I gained after market research, to build a
customer- oriented marketing strategy. I will use the STP model in order:
3.2.1. Segmentation: Segmentation is an important aspect to business and marketing prospects,
and these will be adjusted and justified in selected consumer segments, in order to
develop proper attention to the market.
Nguyen Kim center are also based on the integration of geographic location with the
right goal of achieving and developing the right strategy.
I have investigated that Nguyen Kim's target customers can be divided into two
groups: individual customers and business customers. Among corporate customers,
Nguyen Kim specializes in serving companies, restaurants, loyal customers such as Coca

Cola, P&G, Unilever, etc. The individual target audience is usually married people, who
have a stable income, and put product and service quality first, not price and promotions.
3.2.2. Targeting strategy: Targeting is choosing one or several profitable and feasible
segments to target
Mass market targeted people are clearly defined, specifically in terms of income and
age range with their psychological attention to health and fitness. In today's world, there
are different consumers such as housewives, middle-aged women or professionals who
are more concerned with their health and fitness.
People between the ages of 20 and 60 who pay more attention to perceptions of
electronics, appliances and smart devices. And they are the target customers that the
company targets most.
Consumers will pay more attention to smart devices that help them do their jobs faster
and more efficiently, and they are also in need of a better lifestyle and better
opportunities. Especially those who are married, they are very interested in the appliances
in their home. Nguyen Kim has precisely targeted people with these specific needs and
requirements and those with enough income to afford to shop.
3.2.3. Proposition: Targeting is choosing one or several profitable and feasible segments to
target
In my opinion, the company should be oriented towards both customers in rural areas
since the locations of the retail stores are operating only in the city center. Thus, Nguyen
Kim may consider my idea about opening more electronics stores in rural areas since
cottagers' life developed and the electricity demand Nguyen Kim should come up with
slogans that increase the value of company items and attract new chents as casily as
possible: "High quality, Average price, Everyone feels happy".
3.3. Step 3: Design marketing program

Before I can build a marketing campaign, I can explain what I understand by the marketing
mix, and the key role of marketing programs is to come up with the best strategies to provide
value to target consumers. Currently, Nguyen Kim is focusing on the following 4Ps:
- Produce: Nguyen Kim has a wide variety of products.
- Price: Nguyen Kim introduced the price policy that is "the best price", this also creates
confidence for customers when buying goods at the supermarket. According to consumers,
Nguyen Kim has listed prices and sold the correct list price better than other electronics
centers.
- Place: Convenient geographical location, located in the central area of the city, convenient
for customers to visit and shop. Business area is arranged reasonably, beautifully displayed,
scientifically, convenient for customers to explore products and shop. Especially with the
standards of equipment on a par with the shopping centers in the region, the shoppers are
best served and most comfortable.
- Promotion: Nguyen Kim has appeared on television with a promotional film about very
large-scale and rich promotions. HTVC cable channels of Ho Chi Minh City Television are
a strategic communication channel, together with Nguyen Kim to build brand development
communication programs, convey the retailer's essential messages about products,
technology, service ... to customers in the fastest and most complete way. Besides, Nguyen
Kim also has a Youtube channel with 32.2 thousand subscribers, with a lot of videos
promoting Nguyen Kim's products. The videos are very meticulously arranged,
professionally and bring laughter to the resistance. This activity is also seen as a modern
form of customer care. With many attractive promotions, Nguyen Kim has really created
support in the hearts of customers. Here are some promotions that electronics center
Nguyen Kim has sent to customers.
Nguyen Kim's mixed marketing strategies for e-commerce sellers actually include 4P (Products,
Price, Location, Promotion) and adding P2C2S2: Personalization, Privacy, Customer Service,
Community, Website Design, Security.

- Personalization: answer questions about how to use customer data sources effectively to
send product promotional messages that encourage customers to make purchases.
- Privacy: I will need to answer questions about privacy policies that give guests a safe and
private online experience.
- Customer service: answer questions related to support and services after the customer
purchases
- Community:
- Security:
- Website design:
3.4. Step 4: Build profitable relationship and create customer delight.
In this step, I will use Customer Relationship Management strategies to build mutually
beneficial relationships and delight customers. To begin with, CRM is the method of developing
and sustaining profitable consumer relationships through superior customer value and
satisfaction. The goal of customer relationship management is to increase customer equity, which
is the average cumulative customer lifetime value of all of the company's customers. I'll talk
about some Customer Relationship Management tactics that Nguyen Kim used in his marketing
campaigns.
Whether Nguyen Kim is applying CRM techniques (such as:
- Collect customer data (Clubcard)- Use customer data to personalize offerings and message to
customers (direct marketing)- Provide benefits to customers to increase customer value and
customer satisfaction (full
partnerships, Frequency marketing programmes, Sponsor club
marketing programmes)
 What do you suggest?

Step 5: Capture customer value...(What exactly are purposes of this step?
What will you do?) Any suggestion?
Note: Show information about “I will do this…do that…” and just describe the
intended role and tasks of each step if you are a marketing manager not the detailed
analysis or plan. Give suggestions for Nguyen Kim to improve what they are doing
where appropriate
More references:
4. Explanation of the role and responsibilities of a marketing manager in the context of the
organisation.
What will you do/ are your responsibilities if you were selected as a marketing manager at
Nguyen kim Shopping Center?
Hints: Combine the lecture with other announcement for job application of similar
jobs (REMEMBER: the same industry or for the same types of products/services)
(vietnamwork.com; y box….marketing manager for supermarket/ retail company…-
requirements? Job description?)
I understand that as a marketing manager of Nguyen Kim, I am responsible for….
5. An explanation of how marketing influences and interrelates with other
functional departments of the organisation.
Influence - Marketing is a philosophy:
Philosophy (triết lý quan điểm kinh doanh) is defined as an explanation of the systems
of beliefs that determine how a mission or a purpose is to be achieved.
An organisation's philosophy states the beliefs, concepts and principles of

an organization
- Guide the business mission, objectives and strategy for the whole company
- Create an organizational culture (product concept)
- A basis to resolve conflicts among departments in a company
So how marketing functions as a philosophy???
What is the business philosophy of Nguyen Kim now? Whether it is a good customer-
oriented one?
Interrelate - Marketing as interface
Illustrate how marketing will interact and sometimes conflict with other functional
departments at Nguyen Kim Shopping Center
- Interact: What are departments at Nguyen Kim? (Ref2) They interact with
Marketing department regarding which P in a marketing mix program and also
other marketing tasks and functions? (Read the article: CROSS-
FUNCTIONAL LINKAGES BETWEEN MARKETING AND THE OTHER
BUSINESS FUNCTIONS IN AN INDUSTRIAL ORGANIZATION)
- Conflict: Give some examples of potential conflicts (Refer to the Table 10.2 in the textbook
and also relevant slides)
6. The value and importance of the marketing role in the context of the organisation (3 roles)
Marketing has three functions: as a philosophy, as an interface and as an
organizational function.
Marketing as an organizational function (in details) - Overall responsibilities &
Detailed responsibilities

Overall responsibility: growing revenue, increasing market share and contributing to
company growth and profitability.
Detailed responsibilities (At Nguyen Kim Shopping Center):
Strategy
Market Research
Product Development
Communications (Promotion)
Sales Support (Sales Promotion: discount)
Events (promotion - Public relation activity)
(Please adapt to Nguyen Kim – remember that it is a retailer, both online and offline)
--> contribution
7. Conclusions that emphasise the significance of having effective
interrelationships between different functional departments.
To be market oriented - the best marketing concept) a company must have a strong
focus on:
- Long term profits (build long-term customer relationship and maximize customer
equity)
- The customer (satisfy customer needs & wants)
- The competitor (provide better value to customers than competitors)
- Cross functional teams (Marketing forms an organizational culture that guide
the whole company).
There may be conflict but Marketing will adjust other functional departments’

activities towards the common business mission and objectives