Hybrid Marketing Channels in the Service Sector

EXCUTIVE SUMMARY Being famous patsy in victuals and bever pay off on manufacturing indus purify, oecumenic Robina sess Vietnam (URC Vietnam), a subsidiary comp all right off under supranational Robina potentiometer has got signifi give the bouncet victory since it started business in Vietnam in 2004. URC Vietnam joins the merchandise with four main crop catergories Snacks, Biscuits, Candies, and Bever get along withs.Considered as a st vagabondgic point of intersection of URC Vietnam, C2 is straighta direction kn give birth as virtuoso of the leadership in verdancy afternoon afternoon tea leaftimetime leaftime leaf grocery, a popular name with umteen Viet calle raft in suffer of the fact that when it was launched to mart, 0 point from Tan Hiep Phat Corporation had already been sold and attracted a large reckon of foolrs. Always, URC toughenedly aim is to provide its nodes with the outstrip mathematical products. They progress up caliber policies on purpose of making e very(prenominal)thing in line with the follows mission. Being a part of URC planetary, URC Vietnam excessively indicates its energy.Facing with the great engagement in beverage merchandise, URC Vietnam has implemented a plenty of suit able-bodied measures to inhibit their fierce competitors. Assessing Vietnam as greatly profitable market place for intoxi seattic and at-bats booze commodities, in that respect argon more than and more investors jumping into this market. It is self-explanatory that C2 has to compete with umteen strong companies in both sides in take on and direct oppvirtuosonts. Among them, 0 peak and Lipton unmixed Green atomic enumerate 18 assessd as the dickens enlarged competitors who argon fighting with C2 for gaining market role in cat valium tea manufacturing field. customer element is all the time the focus of any business, including this market. In detail, the Vietnamese let tradition of drinking tea unfledg ed tea tin after part remove wad from tiredness excessively that why C2 ar preferred a lot in particular in summer. C2s users are primarily students and officials in urban area they gamyly regard brand differences. C2 operation is at the product play with significant affix in sales figure through the year and is the second lede position in the so attractive better color tea segment.C2 can be so triple-crown ilk that because they collect engaged an correct 4ps market-mix product (diversified flavors, prestigious supplier and good- appearanceing package), delineate (4000 VND/ feeding store 360ml), placement (urban areas, strong distri plainlyion channel), merelyance ( advertising in various media means) C2 has its own strengths and weaknesses from that, URC Vietnam can reconcile a positive progress in its performance. study opportunities and threats is an essential work that follow should do as well, so that they can fetch appropriate and timely strat egies to further develop their business. . INTRODUCTION Universal Robina Corporation is committed to bringing Filipino taste and culture worldwide, in line with JG Summits vision to make living better, non simmer down for Filipinos, barely for the rest of the world That is what URC claims itself and reality has shown URCs success. As whiz of the leaders in Food & Beverages market in Philippines, URC has grow its business in capital of Singapore, Hongkong, China, Siameseland, Indonesia, Malaysia and Vietnam. URC Vietnam, which started the operation in Vietnam in late 2004, is the bran-new-sprung(prenominal)fangledest asset to URC International.URC invested 15 one one zillion million million million long horse into Vietnam market, and located company in Vietnam- Singapore industrial zone. Typical products are Funbites, Cream-O, Magic, Dynamite Big Bang, Beverage C2, that are brand-promoted by Hollywood actor Johny Tri Nguyen, Mat Ngoc Girl Band, and Actress Nha Ky. URC Vietnam is the very low gear URC subsidiary turn outside the Philippines to success salutaryy produce and market C2 Green tea leaf. C2 is now one of the two market leaders in Vietnam bottlefuld blue jet tea field and its manufacturing is being aggrandizeed to meet mellowedly demanding market. 2. COMPANY summary 2. 1. Mission statementThe go aftering statement was announced by world(prenominal) URC CEO Our leading brands offer customers the best in enjoyment, quality, honour and thingmabob. To attain the mission, URC set up their quality insurance policy. The Universal Robina Corporation policy is to make consumers lives more fun and enjoyable through convenient, quality and value for money branded food products. This will make URC the customers premier choice, a market leader in its study food brands and a pigment player in the Philippines and the Asian region. Along with the vision of the parent company, URC Vietnam carried out the same line as international URC.UR C Vietnam understands that to achieve the given mission, they have to make continuous improvement and training efforts through cost-effective strategies and naming means to address the changing demands of the consumers. These efforts focus on the quality and knickknack of products initiating from raw materials till they are provided to the customers. They endeavor to predict possible problems, provide pr pull downtive measures and correct non-conformities. More everyplace, it is strongly emphasized that the quality of from each one URC product is the responsibility of every URC employee. 2. 2.Company objectives It was an outstanding year for URC Vietnam which saw sales surge from 6 million dollars in fiscal 2007 to 31 million dollar last year on the back of the unprecedented growth of the C2 brand. To date, C2 take prisoners a leading market position in Vietnam (which has URCs world-class C2 embed outer the Philippines), and is now exported to Malaysia and Indonesia. Although in general international URC is suffering from the safe effects of the world financial crisis, it seems special to URC Vietnam case C2 still continues to swear its leading position in Vietnam market.At the present, C2 is mostly consumed in urban areas where the competitiveness is really noticeable. In the coming time, in order to bear the sure growth, URC Vietnam should set the priority of providing Vietnamese consumers, both in urban and rural areas, with the high-quality goods and meeting their changing demands. 3. ENVIRONMENT psychoanalysis 3. 1. Economic issues pic enroll 1 Monthly income per capita e Figure 2 Monthly make out use expenditure per capita (Source www. gso. gov. vn) As the result of the ever-increasing average per capital income, the liveliness standards of all social strata continued to be improved.In the whole country, the monthly average expenditures in 2006, by current damages hit 511,000 VND, an ontogenesis of 28. 9% compared with 2004. The Vietnames e did not s go on in essential products for life yet they had more choices when go shopping. at that place were great opportunities for companies in various field of launching their business. As an attractive piece of the pie, beverage firms penetrated authorization Vietnam market and gained enormous benefit. The difference in monthly income per capital amongst urban and rural area would lead to the difference in monthly consumption spending between those two regions. 3. 2.Demographic factors This entry provides the statistical dissemination of the population harmonise to the age classification. Information is included by sex and age group (0-14 age, 15-64 years, 65 years and over). 0-14 years 25. 6% (male 11,418,642/ effeminate 10,598,184) 15-64 years 68. 6% (male 29,341,216/female 29,777,696) 65 years and over 5. 8% (male 1,925,609/female 3,055,212 (Source CIA World Fact book, Dec, 18. 2008) The country with young populations (high pctage under age 15) is a flexible enviro nment. Its residents seem to be easy to accept transposes and the new things. Additional, their taste has the own features.Marketers lease the entropy on the population so that they can position which is the target segment for their products. With the typewrite of drink give care C2, analyzing age structure is a necessary work URC have to sustain out carefully from that they can make a suitable dodge when doing business in Vietnam braggy market with population of 86 million lot Natural conditions Three quarters of Vietnams territory consists of mountains and hills. Vietnam is located in both a tropical and a temperate zone. It is characterized by strong monsoon influences, but has a considerable amount of sun, a high rate of rainfall, and high humidity.These factors help Vietnam to be a place with many profitable conditions to grow green tea tree as a results, URC Vietnam is able to acquire a largely available supply of raw material, especially from Thai Nguyen province, t he study supplier. Social concerns Drinking tea is Vietnameses long-standing cultural custom. It can be said that tea plays an important intent in Vietnameses life. In modern society, people get acquainted with fast food and gas drinks but green tea is still the preferable drink many people choose.Moreover, due to the modern increasing trend of low-carb drink, people gradually change to take by-line with the natural product. Green tea is produced in industrial scale and added more flavors, it becomes the favorite drink not simply with the elders but also the young. 4. enemy ANALYSIS According to Vietnamnet, Vietnams great thirst for alcoholic and squeezable drinks flags the local anaesthetic industrys fizzing potential and the participation of big foreign investors. Vietnam market becomes more and more attractive for investors from all over the world, especially in the alcoholic and soft drink fields.Therefore, Universal Robina Corporation (URC) with the product of sweeten green tea, C2, has to face with a great get it on of fierce competition that not scarcely encompass the competitors with the same product like 0 peak, Lipton Pure Green, nose candy Green Tea, Wonderfarm and an different(prenominal) brands, but also involve those from opposite kinds of drinks much(prenominal) as beer, carbonated drinks, harvest-festival juice, tonic pissing and milk. 4. 1. Indirect competitors thank to the fast economic growth rate and enormous potentiality of soft drink market, many giants of beer, alcohol and soft drinks industry has come o Vietnam such as Denmarks Carlsberg and Heineken with beer, Pepsi and Coca-Cola with carbonated drinks, La Vie and Aquafina with tonic waterVietnamese brands like Vinamilk, Tribeco, Hanoimilk has also built up a strong reputation. Hence, Vietnamese people can enjoy a very large variety of drinks but this is also the great threat of C2, especially the threat from Pepsi and Coca- Cola which hold 60% of soft drinks market apportion. 4. 2. Direct competitors In recent years, Vietnam soft drink market has been developing eventfully and the segment of green tea has do so obvious advances that any kind of other soft drinks can do.Vu Quoc Tuan, public relations manager at PepsiCo International Viet Nam, said that the bottled green tea market has grown 300 percent in 2007. No drink has grown like that, he added. Although at the moment on that point are many brands of sweeten green tea on the market, a lot of products are dependent. They honourable follow all the thing that create success of market leaders product For this reason, in part of direct competitor analysis, the report only focuses on studying two study competitors with similar products as C2 0 Degree and Lipton Pure Green. 4. 2. 1. 0 Degree Tan Hiep Phat Group (THP Group) is the first proposer in this segment.After observing the lifestyle changes of greater mobility and the inquire of healthy beverages, they made tea, part of Vietnamese culture, a ready- to- drink in a very convenient PET bottle, which is heatproof and easy to use. THP invested US$20 million in production equipment from Canada to launch the popular 0 Degree brand. In early 2006, 0 Degree green tea bottle were sold on the local market with a large and effective advertising and forwarding fight back (TV, newspaper ads, editorials, PR, sponsor) and considerable distribution over the nation thanks to the foundation that Number 1 has built up.From 11/2006 to 11/2007, THP had the growth rate of 190% by this product, which made green tea became an extremely attractive market segment. First mover is the most significant competitive advantages of 0 Degree over C2, which came to the market a little bit later. However, C2 is considered more convenient than 0 Degree because of the bottle potentiality. The 0 Degree net content is quite big for one person while the bottle of 360 ml C2 is oft more suitable. 4. 2. 2. Lipton Pure GreenJust enter the market in August, 2008, Lipton Pure Green expressed that it is one of the fiercest competitors of C2 with the exceedingly strong reputation of 2 giants Lipton and Pepsi. Lipton Pure Green is made 100% from the best young tea leaves chose by the rule of 2 leaves and 1 bud and it has Antioxidants (AOX), the substance that can naturally prevent people from getting old. However, Lipton Pure Green has only 2 flavors in comparison with 4 flavors of C2 moreover, the tastes of Lipton are not as flavor more or less as 0 Degree and C2 by many customers.In addition, the price of this green tea is not one of its competitive advantages because its price is above C2 price and little below 0 Degree with inconsiderable difference in bottle capacity. Furthermore, Pepsi and Lipton are strong brand names that are affirmed but the break out of their market run and their advantage of mighty distribution seems not to work effectively. Many people are not aware of Lipton Pure Green, a green tea product Pepsi Co. after 8 months of launching. Additionally, as 0 Degree, their bottle capacity is not really convenient.According to statistical data, 450 ml bottle is still quite great for one person. pic Figure 3 Volume per one drink To see clearly how these three products positioned in the market, lets look at the positioning map below Figure 4 Positioning map 5. CUSTOMER ANALYSIS 5. 1. Behavior To identify and fail market segments, behaviors variables should be the starting point. In this part of the situational analysis, the variables of purchase occasion, benefits seek and loyalty status are selected to illustrate another base of market segmentation, the behavioral.In summer, the demand for soft drink that is tasty and healthy, especially the one that contains substance- hypothermia, like green tea, increases sharply. URC identifies these typical occasions as a major point for market segmentation. C2 products are made from green tea that can help people feel comfortable even in the hottest geezerhood of that most unpleasant time in year with four increase tastes that can make people more cheery. While looking for a nourishing beverage, C2 appeals to the segment of consumers wanting to have a Cool & bracing product that make from green tea, a traditional remedy for good health.C2 can bring cool feelings and clean drink to customers by confirm quality and delicious taste. In the case of sweeten green tea market the differences among brands are not extremely significant. Sometimes, if the store does not have any more bottled green tea of the brand that customer want, he/she will easily permute to another brand that is available in that store. It may clearly illustrate the customers loyalty to C2 products. Hence, C2 concentrates on those who are enkindle in two or three brands or on those whose get decision is favorite one brand but sometimes trying others. . 2. Demographic Bottled green tea is a product that is utilizable for many people even they are young or ol d, men or women, married or single. Therefore, in demographic segmentation URC Vietnam just groups their product by nationality and occupation. C2 targets to customers in the nation that have the traditional culture of drink green tea, a typical example -Vietnam, to develop a product which actually familiar with the users. The person who acknowledges of how marvelously good green tea is will be more ready to purchase a bottle of C2 than person who does know nothing astir(predicate) it.As indicated by the statistical data of the company, here is the occupation variable of C2 pic Figure 4 assembly line variable of C2 As a result, the advertising of C2 focuses on the young who are both students and staffs with colorful and cheerful ads on TV, newspapers and magazines. 5. 3. Geographic Do not have the competitive advantage of strong distribution channel as 0 Degree, C2 practices geographic segmentation by emphasizing on urban areas which enjoy high living standard, higher income, and higher density of population, and are easier to approach its marketing campaign. . 4. Type of get decision behavior guest decision making varies with type of buying process. To determine which decision type of customer that C2 goes for, there are two factors that URC has to consider involvement and differences between brands. Sweeten green tea belongs to the product category that has low customer involvement but significant perceived brand differences, variety- seeking buying behavior. Customers often do a lot of brand switching. When they buy a bottle of green tea, they choose a brand without much evaluation, and because evaluate it during consumption.The next time when they buy this kind of product over again they will pick another brand in order to look for something different. To become the market leader, C2 should have the marketing strategy that differentiates it from other brands and try to promote habitual buying behavior by dominating ledge space, keeping shelves fully stocked and running frequent reminder advertisings. 6. defect ANALYSIS 1. Brands current performance 6. 1. 1. Portfolio analysis BCG hyaloplasm BCG matrix, also known as relative growth and market share matrix, was built at the end of the 1960s by Boston Consulting Group, an American trategy consulting company. The real purpose of this matrix is to evaluate the companys ability to make profit by analyzing its portfolio and put them in four components of the matrix (star, question mark, dog and cash cow) as following graphs pic Based on the studying of the products growth rate and market share, the companies are able to fix and develop timely strategies. In C2s case, they are now lay at Star level with a high market share and rapid growing in the sweeten green tea market.Specifically, in 2007, this ready to- drink green teas growth rate was about 7% equivalently to total sales revenue of 6 million dollars and increased considerably 17%, which brings the company with 31 millio n dollar revenues in 2008. C2 is currently ranked the second who performs well in the so attractive healthy beverage market- the green tea segment. 6. 1. 2. Product life cycle After taking the Philippines by storm, URC started launching C2 green tea with various flavors in Vietnam in 2007.The company has reached a significant consummation up to now, and become one of the most popular ready-to-drink green tea beverages for sale in that country. Their sales grew irksomely as the products were firstly brought into the market, however. At that time, because of the so strong influence of 0 degree brand and also of the companys weak distribution channel, customers did not pay much attention to and highly assess C2 products. Only when URC Vietnam made some major changes in its advancement and distribution channel, the company experienced a so impressive sales figure, three million bottles sold out in six months.From that time on, C2 operation is positioning at the growth stage with rap id increase in sales through the years. In detail, according to the overview report of TNS Vietnam Consumer Trends Q4/08, that C2 products stood at the sixth position in the 10 accelerated growing brands preferred by Vietnamese consumers in 2007, while they unplowed on doing business successfully in 2008 with the forth position in that selection. Moreover, it is obvious to see that C2 will continue holding higher market share, especially in this coming 2009 summer. . 2. 4Ps- Marketing mix Revenue from C2 products sexual conquested for nigh one- half of total URC Vietnams profit in 2008. One of the major factors contributing to the company such an incredible success is thanks to marketing strategy based on 4Ps. 6. 2. 1. Product URC Vietnam offer diversified tastes of healthier beverage under C2 brand name. That C2 drink can be divide into four main flavors lemon, peach, apple and forest fruits green tea among them the first one is the most preferable to customers.Thai Nguyen tea, a very well-known and favorite Vietnamese brand, is chosen to be the major material apply to produce such new green tea bottles. In addition, each C2 product is packaged in PET type which brings in a subdue of benefits for the customers. For instance, it has ability to keep the original taste of the natural green tea without any preservatives and artificial color. Furthermore, producers can economically take full advantages of the space in tea bottles package for their products advertising.Until now, there have been two styles of C2 tea launched on the market, the 360ml and the 1000ml bottles, which will make the users even more convenient. 6. 2. 2. Price According to URCs research report about customers response (posted below), nearly two-third of those who were conveyed agreed that the reasonable price for each euchreml green tea bottle should range from 5,500 to 6,500 VND. comprehend that important factor, the company has realized reasonable price using market-penetration pricing corresponding to customers expectation.It is suggested that producers can set a low initial price to penetrate the market apace and deeply in order to attract a larger number of buyers in short time (Philip Kotler, Principle of Marketing, page 355). Typically, each 360 ml C2 green tea product costs customers from 3,500 to 4,500VND, which is approximately 5,700VND for one 500 ml bottle. In comparison with 6,000 and 7,000 VND for Pure Green tea 450 ml and 0 degree 500 ml, respectively, URCs products are more favorable, which creates a competitive advantage over their competitors. picFigure 5 Consumers opinion of price 6. 2. 3. Placement When first launching in Vietnam, URC did not pay adequate attention to develop or expand its distribution channel, which leaded to an by chance low sale. To deal with that problem, the company has strived so much with the aim at stimulateing a strong distribution system. The most important change the company made to improve this ineffectiv e system was to influence on marketing push. They persuaded the retailers or outlets to purchase products by providing so attractive promotion as well as added supports.For instances, URC Vietnam would offer 10 to 15 % send packing if those outlets accepted to display C2 products on their shops. Moreover, the company allowed a number of master key sales person and marketing staffs to work with those stores to support and supervise these areas whenever necessary. Thanks to such hard effort, till the present C2 products have been allocated widely in almost all of supermarkets, convenience stores, discount stores, retailers, distribution outlets and so on. In detail, URC Vietnam sells nearly a half of C2 volume through big supermarkets such as Citimart, Big C, Co. pMart, MaxiMart, Vinatex and the like. However, that ready- to- drink tea products has just allocated mostly on cities and urban areas. At the moment, when the summer is gradually coming, URC must take actions to hand a st ronger distribution system to make their products more available on the market in order to satisfy a very high demand of Vietnamese customers. 6. 2. 4. Promotion Apart from placement, unlike the case of THP Corporation which has spent a huge amount of money on advertising, URC just save their capital invest on other fields or else than such costly activities.For instance, after failing to transfer message to consumers in the first two trials in Vietnam, the company decided to redeem themselves with new advertising to revitalize C2. They created new TVC Television Commercial, with the participant of Johnny Tri Nguyen, a very cool, good looking, a wushu expert and stunt man, which later was voted among the top 10 Most favorite TVCs by Vietnamese televiewers. Those activities just costed only a half in comparison with the promotion campaign beforehand.That successful results obviously illustrate that good advertisings need not be dear(predicate)it must be creative and effective as URC consultant, Willy Arcilla said. At the moment, not only to be advertised on TV but C2 products also are promoted on newspaper and internet for example, gia dinh & tiep thi, www. kienthucngaynay. vn. , etc. 7. SWOT ANALYSIS SWOT, the analysis refers to the strategic method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of each company. It is considered to be a crucial tool for auditing the overall strategic position of a business and its environment.SWOT of C2 bottled green tea are summarized as below. 7. 1. Strengths C2s positive outcomes have been in part due to a number of factors. First of all, one important key contributing to such high sales revenue of the company is because of reliable tea supply. As mentioned in the marketing mix- 4Ps, strong point-of-difference- C2 brews tea leaves grown in the northern highlands of Thai Nguyen, renowned as the source of the best tea in Vietnam. Furthermore, each C2 bottle encompasses the natural flavor extracted from green tea (23%) and also citric acid, an essential element which helps people lose weight effectively.Likewise, C2 products are perfectly brewed and bottled at the same day, still keep totally clean and fresh tea taste. This benefit makes the tea users feel safer and firmly reliable when overpowering the product. An additional feature that builds C2 brand popularity is its competitively-lower price in comparison with other brands in the same market. Before making final purchasing decision, people often carefully take price into consideration besides some important criteria such as products quality, brand, benefit and features.By impressively influencing on that consumers psychology, C2 has got the initial success in catching the attention of potential customers. 7. 2. Weaknesses Although URC Vietnam has made many acquisitions with a large number of retailers or distribution outlets, these stores are located mainly in cities or municipal areas such as Hanoi, Ho Chi Minh, Hai P hong, Da Nang and so on. Whereas, in the local or rural regions, the volume of C2 consumed seems to be much lower than that of 100 tea or 0 degree green tea.Thus, C2 should invest more money on their distribution channel, not only tighten current contracts but also expand new relationships with new local stores. The company can offer retail shops benefits with high premium or build its own retailers initiatively throughout the country. This action will has positive effects on making condition for the company to approach their potential customers more. By tapering off down the potential customers segment on its initial advertising is supposition to be one more weakness that URC Vietnam should pay attention to.Specifically, the advertising with the at executeance of Johnny Tri Nguyen persuaded consumers who habitually prefer carbonated beverage to convert to green tea products. That message implicated that C2 itself restricted the targeted clients to those who usually consume soft d rink. Instead, the company could orient its products to the mineral or pure bottled water and the other beverage market rather than carbonated drink. For that reason, URC Vietnam had better make some new meaningful advertising to draw the attention of higher level of customers. . 3. Opportunities The recent scientific research of England Hospital of Pediatrics has mark out 10 most significant advantages of using tea on people health, among which the best five benefits are utilized to produce new sweeten green tea bottles such as antipyretic ability, drop in death due to heart diseases (from 28 to 44%) and prevention of being old as well as cancer possibility. Seeing so many advantages of using green tea, Vietnamese people tend to choose tea as their daily preferable product. Through conveyance of title heir opinions, producers have developed and launched new products to meet their essential need (The result is posted as the table below). Most of people accept that employing green tea products will help them have antipyretic ability, stretch the possibility of cancer and purify the body. This rapid change in Customer Behavior creates a valuable chance for the company to keep on producing ready- to- drink tea. pic Figure 6 Teas Effects In addition, the summer, hottest period in the year, is upcoming. Consequently, people drinking demand will increase dramatically the following time.Catching this thirsty need, beverage manufacture should mend very strong marketing plans (may be in terms of marketing mix) to further satisfy their customers. Particularly, up to now, green tea drink has a quite strong position in customers drink options. As a result, C2 should make use of this valuable opportunity to widespread or chop-chop expand its market in this period. At the end of 2008, there was a quite serious recession occurred in Vietnam economy which affected negatively on Vietnamese lives and reduced their consumption need.However, the quantity demanded for foods and beverage was slow down much less heavily than other sectors, less than 25% (according to the report of TNS). This means that demand for foods and the like can not be replaced in human being life. Hence, it also generates big chances for any company in that industry, including C2. pic Figure 7 Consumers reaction in the recession utmost(a) but not least, C2 products are currently utilized to be the promotion of a number of companies to offer to their customers. For example, whenever customers buy one product of Mobil1 Racing, they will be given one cold C2 bottled green tea.This indirect promotion makes a good condition for URC Vietnam to increasingly raise its sale figures. 7. 4. Threats There are many external forces that have a direct meet on the companys performance. Currently, C2 has to face up with a very fierce competition in the beverage market, which composes of both carbonated and healthier drinks (indirect and direct competitors). In the same market, there exist many powerful competitors such as 0 degree, Pure Green and 100 in which 0 degree of THP is occupying the largest market share now.Although C2 has been positioned quite strongly in Vietnamese consumers drink option, that THPs product has the advantages of being the first mover in the sweeten green tea segment. Lately, THP has introduced new product, Dr. Thanh herbal tea, which has been consumed with a very fast sales since the first days launching. Hence, it is considered to be one of the biggest competitors in that market. Besides, among a lot of indirect competitors, Coca Cola and Pepsi, the heaviest and strongest ones that account for 60% beverage field in Vietnam, also take a lot of C2s concerning. . CONCLUSION AND RECOMMENDATIONS In all, according to the findings above, it can be said that C2 continues maintaining its high position in Vietnam bottled green tea market with outstanding attainment while it also has to share this market with other strong competitors like 0 degree or Lipt on Pure Green. dimension a number of internal strengths greatly contributes to C2 such an incredible success whose outstanding example is its appropriate marketing strategies- market penetration pricing. However, URC Vietnam should make some changes in order for a stronger distribution system.They can build up new relationship with the local outlets rapidly by employing marketing push and pull also. In addition, good news from outside has created a lot of valuable chances to boost C2s development. Especially, URC Vietnam can make the best use of the approaching of special occasion the summer time to expand its market share as well as consumers brand awareness. Nevertheless, the recent appearance of Dr Thanh, a new comer in the healthier beverage market, creates a fiercer competition in that so attractive segment. Therefore, C2 ask to establish better preparation to get a win in that competitive battle.From the study above, some suggestions for improving C2s performance are introd uced. To begin with, advertising is always a very useful way to inform publicly and fully the information about the products and their services. In spite of the fact that C2 has made several qualified advertising, the televiewers are somehow not really pleased with those advertisings message. Then, it is proposed that URC Vietnam should concentrate on improving their advertisings quality for example more meaningful ones which transfer expected information to the customers.To compete with the enlarger development of Dr Thanh, the company had better invest money on Research and Development department so that they can produce further diversification in flavor such as strawberry or mix ones. for sale on market at the moment there are mainly four tastes among which only the lemon green tea are being consumed with rapid sales. With the variety of healthier drinks sold on the market, the consumers may be confused of which products should be used for that reason, the company needs to prov ide differentiated products to gain the competitive advantage over their competitors.REFERENCES 1. 2009, Overview TNS Vietnam Consumer Trends Q4/08 online obtainable at URL http//www. scribd. com/doc/7563073/Overview-TNS-Vietnam-Consumer-Trends-Q408 (Accessed whitethorn 1st, 2009) 2. 2008, Branded Consumer Foods Group Internationalonline in stock(predicate) at URL http//www2. urc. com. ph/ (Accessed May 2nd, 2009) 3. 2007, URC launches C2 Green Tea in Vietnam online Available at URL http//www. universalrobina. com/2007/01/10/urc-launches-c2-green-tea-in-vietnam/ (Accessed May 1st, 2009) 4. 008, Demographics_of_Vietnam online Available at URL http//en. wikipedia. org/wiki/Demographics_of_Vietnam (Accessed May 1st, 2009) 5. 2007, Household living standard 2006, online Available at URL http//www. gso. gov. vn/default_en. aspx? tabid=483&idmid=4 (Accessed May 1st, 2009) 6. 2007, 10 cong dung noi bat nhat cua tra doi voi suc khoeonline Available at URL http//blog. 360. yahoo. com/blog -9mJ_aP8yd6QAK2zDNjFeXQbe3Q? cq=1&tag=ky-luc (Accessed May 7th, 2009) 7. 2008, Quang Minh, Tra xanh C2 thuong hi? u thanh cong v? i chi? lu? c d? nh gia tham nh? p online Available at URL http//vietnambranding. com/thong-tin/phong-su-thuong-hieu/6554/Tra-xanh-C2thuong-hieu-thanh-cong-voi-chien-luoc-dinh-gia-tham-nhap (Accessed May 1st, 2009) 8. 2008, Quang Minh, Tra xanh khong do-Thuong hieu dan dau can thay doi (Phan-2) online Available at URL http//vietnambranding. com/thong-tin/phong-su-thuong-hieu/5791/Tra-xanh-khong-doThuong-hieu-dan-dau-can-thay-doi-(Phan-2) (Accessed May 5th, 2009) 9. 2007, ly thuyet ve ma tran BCG online Available at URL http//5nam. tvnol. com/marketing/465955. ttvn (Accessed May 3rd, 2009) 10. 2008, Roger Pe, C2s Saga in Vietnam, online Available at URL http//globalnation. inquirer. net/features/features/view/20080414-130258/C2s-sa ga-in-Vietnam (Accessed May 1st, 2009) 11. Philip Kotler, custodian Adam, Linden Brown and Gary Armstrong (2002), Chapter 10 Pricing considerations and approaches, Pearson- Prentice Hall, p. p 355,356. primitive convenience Bad promotion campaign Good promotion campaign Extreme inconvenience C2 0 Degree Lipton Pure Green