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In this situation, I am a marketing executive in Canon, Vietnam. I have been approached by my Sales Director and requested to write a detail report on marketing programme which covers all the elements of marketing mix to help successfully launch these exc

Extracts from this essay...

Introduction

Canon Marketing Mix Programme Transmitted to: Canon Prepared for: Ms. Doti Chee (Lecturer) Ms. Pham Thu Thuy (Tutor) Unit 1: Marketing Banking Academy, Hanoi BTEC HND in Business (Finance) Prepared by: Vu Hong Minh (Owen) Registration No: A970629 Submitted: February 22nd, 2010 Contents Page Cover Page............................................................................................1 Contents Page........................................................................................2 Executive Summary.................................................................................4 Introduction...........................................................................................5 3a. Describe how products (both SELPHY and LASER PRINTER) are developed to sustain competitive advantage in Vietnam........................................................6 3a.1. Definition of competitive advantage.........................................................6 3a.2. Total product....................................................................................6 3a.3. Product life cycle (PLC) .....................................................................10 3a.4. Porter's generic competitive strategies....................................................10 3a.5. Branding.......................................................................................11 3a.6. Ansoff Growth Matrix........................................................................12 3a.7. New product development..................................................................13 3b. Explain how distribution of products is arranged to provide optimum customer convenience..........................................................................................13 3b.1. The Five Right of Distribution.............................................................13 3b.2. Canon's Distribution Channel..............................................................15 3b.3. Selection of distribution Channel Selphy and laser printer.............................16 3b.4. Physical Distribution.........................................................................17 3c. The price of the product in the light of the 'Canon' objectives and market conditions exist in Vietnam.....................................................................................17 3c.1. Vietnam market condition in relation to pricing..........................................17 3c.2. Cost and profit.................................................................................18 3c.3. Pricing policy and the marketing mix......................................................19 3c.4. Price strategy..................................................................................19 3c.5. Approach to Pricing .........................................................................21 3d. Illustrate how promotional activities integrated to achieve marketing objectives of Canon.................................................................................................22 3d.1. Promotion strategy...........................................................................22 3d.2. Integrated Marketing Communications...................................................23 3d.3. Elements of Promotion Mix.................................................................23 3e. The additional elements of the extended marketing mix..................................24 3e.1. People...........................................................................................24 3e.2. Process..........................................................................................25 3e.3. Physical evidence.............................................................................25 3e.4. Suggest Ways on How Canon Use the Extended Marketing Mix for SELPHY and LASER PRINTER..................................................................................25 4a. Marketing mixes for two different segments in consumer markets......................26 4a.1. Elements should be considered in order to develop an effective marketing mix.....26 4a.2. Recommendation of marketing mix for SELPHY and LASER PRINTER...........27 4a.3. Pros and cons of the recommended Mix...................................................28 4b. The differences in marketing products and services to organisations rather than consumers............................................................................................29 4b.1. Consumer market............................................................................29 4b.2. Organizational market.......................................................................30 4b.3. Differences between business to business and consumer..............................32 4c. Explain how and why international marketing differs from domestic marketing......33 4c.1.

Middle

By contrast, the laser printer product of Canon has many competitors like HP, Epson, Brother, etc. Besides, the segmentation of laser printer is private home use, users will find the Laser Shot LBP5050 perfect for all their printing needs, the LBP5050N with a network interface ideal for small offices whereas the LBP3250 will prove to be useful in both the home and small office environment. What's more, these machines don't have many differences with another competitor's product, so setting the suitable price to compete is best solution for laser printer. 3d. Illustrate how promotional activities integrated to achieve marketing objectives of Canon Marketing communication is the process of both informing and educating users and dealers about the company and influencing attitudes and behavior (BPP, 2004, page 307). Canon continued to step up sales promotions in countries and regions recording strong growth, such as China, India and Vietnam. At the same time, it also emphasized the value of customer contact points and set up new showrooms in cities such as Shanghai, Mumbai and Vietnam. Throughout Asia, the company continues to expand contact points to improve after-sale service and call centers in 2009 (scenario) 3d.1. Promotion strategy A pull effect is when customers ask for the brand by name, including retailer or distributors to stock up with the company's good. On the other hand, a push effect is targeted on getting the company's goods into the distribution network. This could be by giving a special discount on volume to ensure that wholesalers stock up with products that company is promoting (BPP, 2004, p.307). In promotion, marketing pull effect to the purchase, marketing push effect to the selling. Therefore, Canon must use both strategies to get high profits. In pull strategy, Canon focuses on customers by using promotion tools to direct impacts the customers' demand. For example, advertising on mass media like internet, TV, radio, magazines, etc or PR (public relation), furthermore, Canon organize the event like Canon Viet Nam Co.

Conclusion

However, the price of LASER SHOT LBP5050 in Vietnam is VND 8,170,000.00. Compared the prices, Canon tries to control to unite the price. Because of the exchange rate, the transportation and other expenses, so the price of product in countries has different but a little bit. What's more, Canon India closed 2008 with revenue of Rs. 665 crores, which marked 31% growth over 2007. Overall, Canon expects to touch revenue of more than 800 crores in 2009 (Canon, 2009). Promotion: Canon has the traditional philosophy is kyosei. Every policy and decision made in Canon is highly influenced by its corporate philosophy of kyosei. Simply put, kyosei means living and working together for the common good. It also encompasses Canon's desire to develop a society in which everyone can enjoy happiness and fulfillment, regardless of differences in culture, customs, language or race. Canon aims to contribute to the prosperity of the world and the happiness of humanity, which will lead to continuing growth and bring the world closer to achieving kyosei (Canon, 2009). What's more, the slogan "Delighting you always" of Canon always appearances in the advertising of Canon in many countries. Canon has applied sales promotion and sponsorship not only in Vietnam, India, and China, but also company want to bring the Japan technology to customers in the world. Conclusion In conclusion, marketing mix play an important role in the marketing process of business. The success of marketing cannot without marketing mix. Normally, marketing mix has four elements includes: Product, place, price and promotion. However, because of the economic development, there are many competitors in the market. Therefore, Canon not only uses four basic elements, but also the three additional elements were added to make extended marketing mix (7 Ps) includes: People, process and physical evidence. What's more, there are many differences between consumer market and business to business market that Canon must know to segment suitable product for each market. On the other hand, the international marketing has differed from domestic marketing. But business must follow the standard of Canon, and adapt to the location.

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