SCHOOL OF BUSINESS

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STUDENT DETAILS

Student name: Tăng Chi Ngọc Student ID number: 22027034

UNIT AND TUTORIAL DETAILS

Unit name: International Marketing Unit number: 1

Friday 12:00 A.M.- 15:15
Tutorial group: 1 Tutorial day and time: P.M .
Lecturer or Tutor name: Đinh Tiên Minh

ASSIGNMENT DETAILS

Title: Assignment 1
Length: 930 words Due date: 03/04/2022 Date submitted: 03/04/2022
Home campus (where you are enrolled): Ho Chi Minh City campus

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2.0. International marketing mix strategy
Vinamit is one of the leading companies in the dried fruit industry in Vietnam.
Established in 1991, through 30 years of development, Vinamit’s products are now distributed in
all small and large stores and supermarket chains across Vietnam (Vinamit, n.d.). Moreover, its
dried fruit products are popular and well-received globally (China, Singapore, Australia, Europe,
etc.). As analyzed before, New Zealand is a new potential market. Thus, Vinamit is aiming to
expand into New Zealand to increase its revenues and its brand awareness. This report will
analyze the four P’s of the international marketing mix strategy regarding Vinamit and New
Zealand. 

2.1. Product
For its dried fruits line, Vinamit has developed six different products which are dried
jackfruit, sweet potato, taro, pineapple, banana, and mixed fruit chips (Appendix 1). As analyzed
in the environmental factors analysis part, New Zealand does not have many tropical fruits.
Therefore, to gain differential advantages, Vinamit should choose to export dried jackfruit and
mixed fruit chips as its main product lines. 
Firstly, for the branding part, Vinamit's purpose when exporting its products to foreign
markets is to introduce Vietnamese food and products globally (Vinamit, n.d.)Thus, the company
should keep its brand name “Vinamit” when entering New Zealand. According to New Zealand’s
labeling standard for food and beverages, the product’s label must include all the required
information: The nutrition information panel, the ingredients list, the amount of food, and the
nutrition and health claims (Ministry for Primary Industries, 2021). Therefore, Vinamit has to
make sure that its dried fruit products have all the following information on the packages when
entering New Zealand. Moreover, as New Zealand’s consumers and Ministry have high
standards for food quality and safety, Vinamit needs to pay attention to its products’ quality to
make sure that the company will deliver high-quality products to its consumers. Lastly, Vinamit
should consider using eco-friendly packages to attract more customers. A survey by PwC in
2021 reveals that more than 50% of global customers are becoming more eco-conscious, and
about 60% of New Zealand’s consumers are willing to pay more for products with packages that
help to protect the environment.
2.2. Place
As Vinamit enters the new market, it is important for the company to choose where to
distribute its products that can approach as many customers as possible. To approach customers
of all ages, it is suggested that Vinamit should distribute its dried fruit products in supermarket
chains, and convenience stores. The two popular supermarkets that account for more than 80% of
the grocery market in New Zealand are Foodstuffs and Foodstuffs (Melanie Carroll, 2020),
which Vinamit could take into consideration. 
Besides the traditional shopping spots, Vinamit can also distribute its dried fruits on
online shopping channels. The COVID- 19 pandemic has changed people's shopping habitat,
which caused the demand for online shopping to increase significantly. Specifically, compared to
the 2019 period, in 2020 online shopping sales rose by 25% (Chris Wong, 2021). The revenue of
online shopping in 2020 reached 538 million dollars, which increased by 19% compared to the
previous year. In addition, as the demand for online shopping is increasing, it is forecasted that
the revenue for the online shopping industry will grow by 4.3% in the 2022 period (Ibis, 2021).
Therefore, online websites are potential channels for Vinamit to connect with its customers.

2.3. Promotion:
Promotion is a vital factor that helps every business to promote their products and attract
customers. For Vinamit, the two promotional tools that the company can use to promote its
products are advertising and sales promotions.
 Advertising
Advertising is an indispensable and powerful tool when firms want to introduce their
products to the market. The first channel that Vinamit can choose to advertise its dried fruits is
television. By promoting through television channels, Vinamit’s products can approach all
customers of all ages, from children to middle and old-aged people. Besides televisions, the
internet is another channel that Vinamit should focus on. A report from Advertising Standards
Authority (ASA) shows that more than 90% of New Zealanders use the internet daily, and 78%
of customers search for products online (Emmerson, 2021). Moreover, digital advertising
accounted for 49% of the advertising market share, and it is expected to increase in the future
(Emmerson, 2021). Therefore, in the technology era, to attract customers' attention, companies
need to have a strong online presence.
  Sales promotions:
As mentioned before, Vinamit will mainly target children in the New Zealand market.
Thus, to catch the young customers’ attention, Vinamit can build events of giving gifts such as
toys when customers purchase its dried fruits. For instance, free toys will be given out to
customers who buy 3 packages of Vinamit’s dried fruits.

2.4. Price
Vinamit main competitor when entering the New Zealand market is Jackson Orchard -
one of the old and well-known companies that sell fruits and vegetables in New Zealand.
Vinamit and Jackson Orchards have the quite same price for their dried fruits products.
Specifically, Vinamit sells 13 NZD for 1kg of dried fruits, while it is 16 NZD for Jackson
Orchards (Appendix 3). Therefore, it is suggested that Vinamit should use penetration pricing as
its pricing strategy. By setting a lower price at the initial, Vinamit can gain a market share and
attract customers. 
2.5. Recommendation of market feasibility
Entering a new market like New Zealand will be challenging for Vinamit as the company
may face many difficulties. However, with a differential advantage and by applying the
strategies that provide through the marketing mix below, Vinamit will be likely to successfully
enter the New Zealand market.
 REFERENCES
Chris Wong. (2021, February 11). NZ Post research shows Kiwis spent over a billion dollars
more online in 2020 than in 2019 | NZ Post. NZ Post. https://www.nzpost.co.nz/about-us/media-
centre/media-release/nz-post-research-shows-kiwis-spent-over-a-billion-dollars-more-online-in-
2020-than-in-2019
Emmerson, T. (2021, July 20). New Zealand digital advertising report 2021. V86.
https://www.vanguard86.com/blog/nz-online-advertising
Ibis. (2021, November 4). IBISWorld - Industry Market Research, Reports, and Statistics. Ibis
World. https://www.ibisworld.com/nz/industry/online-shopping/1905/
JackSon Orchards. (n.d.). Buy Bulk Dried Goods Online | Jackson Orchards | Delivered NZ
Wide! https://www.jacksonorchard.co.nz/collections/dried-goods
Ministry for Primary Industries. (2021, 11 November). Labeling food for retail sale. Food
Business | NZ Government. Geraadpleegd op 3 april 2022, van https://www.mpi.govt.nz/food-
business/labelling-composition-food-drinks/labelling-food-for-retail-sale/
Melanie Carroll. (2020, October 1). NZ supermarkets - the illusion of choice when there are just
two big players. Stuff. https://www.stuff.co.nz/business/industries/122947384/nz-supermarkets--
the-illusion-of-choice-when-there-are-just-two-big-players
Neil Wilson. (2021, July 1). Consumers becoming more eco-conscious and willing to travel,
attend mass events, PwC survey reveals. PwC. https://www.pwc.com/gx/en/news-room/press-
releases/2021/global-consumer-insights-pulse-survey-2021.html
Statista. (2022, April 2). YoY change in online and offline shopping spend in New Zealand 2020,
by sector. https://www.statista.com/statistics/1248026/new-zealand-yoy-change-in-online-and-
offline-shopping-by-sector/
Vinamit. (n.d.). Giới thiệu về Vinamit. https://vinamit.com.vn/gioi-thieu-vinamit
 APPENDIX

Appendix 1: Vinamit’s dried fruit products

  (Vinamit, n.d.)

Appendix 2: Changes in shopping habitats in the New Zealand 2020 period

   (Statista, 2020)
Appendix 3: Vinamit and Jackson Orchards’ price
  
(Vinamit, n.d.)

(JackSon Orchards, n.d.)