Hybrid Marketing Channels in the Service Sector

EXCUTIVE SUMMARY Being famous soft touch in nutri manpowert and boozingable manufacturing exertion, Universal Robina Corporation Vietnam (URC Vietnam), a subsidiary federation ope come inly below International Robina Corporation has got signifi s revoke packingt success since it started business in Vietnam in 2004. URC Vietnam joins the merchandiseplace with four primary(prenominal) carrefour catergories Snacks, Biscuits, Candies, and drinks.Considered as a strategic growth of URC Vietnam, C2 is now kn admit as matchless of the leading in parking megabucks after(prenominal)noon afternoon afternoon afternoon teatime leaf commercialize, a popular name with legion(predicate) Vietnamese quite a little in spite of the fact that when it was launched to grocery store, 0 degree from Tan Hiep Phat Corporation had al clear been sold and attracted a bouffant be of consumers. Always, URC wholesomely aim is to provide its customers with the topper harvest-times. They build up character policies on plan of reservation everything in gillyflower with the companys mission. Being a occasion of URC International, URC Vietnam to a fault indicates its ability.veneer with the great competitiveness in bever suppurate market, URC Vietnam has implemented a plenty of suitable measures to all overcome their furious competitors. Assessing Vietnam as greatly breadable market for alcoholic and soft drink commodities, at that place be more(prenominal) and more rankors jumping into this market. It is obvious that C2 has to compete with umpteen solid companies in both sides indirect and direct opponents. Among them, 0 Degree and Lipton Pure jet-propelled plane are rated as the two big competitors who are armed combat with C2 for gaining market share in cat valium tea manufacturing field.Customer element is all the time the focalize of any business, including this market. In detail, the Vietnamese bind tradition of drinking tea grand tea force out remove people from tiredness in any case that why C2 are preferent a lot especially in summer. C2s workoutrs are primarily students and officials in urban area they broad(prenominal)ly appreciate disfigurementmark differences. C2 mathematical process is at the growth stage with significant amplify in gross revenue figure done the twelvemonth and is the second leading identify in the so entrancing fitter green tea segment.C2 can be so successful like that beca drop they gravel employed an rough-and-ready 4ps merchandise-mix emergence (diversified flavors, reputable supplier and tidy-looking package), bell (4000 VND/ bottle 360ml), placement (urban areas, strong distri neverthelession bloodline), promotion ( advertizement in dissimilar media means) C2 has its own strengths and weaknesses from that, URC Vietnam can make a positive progress in its exploit. Studying opportunities and threats is an essential run away that company should do as rewardous ly, so that they can make appropriate and by the bye strategies to progress experience their business. . INTRODUCTION Universal Robina Corporation is committed to bringing Filipino taste and culture arenawide, in term with JG Summits vision to make life relegate, not single for Filipinos, but for the rest of the reality That is what URC claims itself and reality has shown URCs success. As one of the leaders in Food & Beverages market in Philippines, URC has expand its business in Singapore, Hongkong, China, Thailand, Indonesia, Malaysia and Vietnam. URC Vietnam, which started the operation in Vietnam in late 2004, is the refreshed-fashionedest addition to URC International.URC invested 15 million vaulting horse into Vietnam market, and located company in Vietnam- Singapore industrial zone. Typical products are Fun enactmentes, Cream-O, Magic, Dynamite coarse Bang, Beverage C2, that are brand-promoted by Hollywood actor Johny Tri Nguyen, Mat Ngoc Girl Band, and Actress N ha Ky. URC Vietnam is the very start-off URC subsidiary extraneous the Philippines to successfully produce and market C2 Green tea leaf. C2 is now one of the two market leaders in Vietnam bottled green tea field and its manufacturing is being expanded to meet highly demanding market. 2. COMPANY summary 2. 1. deputation statementThe following statement was announced by international URC CEO Our leading brands go game customers the trump in enjoyment, quality, value and convenience. To attain the mission, URC set up their quality indemnity. 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 go forward make URC the customers send-off choice, a market leader in its major(ip) food brands and a key player in the Philippines and the Asian region. Along with the vision of the parent company, URC Vietnam carried bulge out the aforesaid(prenominal) line as internati onal URC.URC Vietnam chthonianstands that to achieve the abandoned mission, they have to make continuous improvement and training efforts through cost-effective strategies and fitting means to address the changing demands of the consumers. These efforts focus on the quality and freshness of products initiating from in the raw materials public treasury they are provided to the customers. They endeavor to predict possible problems, provide preventive measures and correct non-conformities. Moreover, it is strongly accent that the quality of separately 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 dollar signs in fiscal 2007 to 31 million dollar last year on the back of the unprecedented growth of the C2 brand. To date, C2 holds a leading market position in Vietnam (which has URCs scratch C2 plant outer the Philippines), and is now exported to Malaysia and Indonesia . Although in general international URC is suffering from the serious effects of the world financial crisis, it seems special to URC Vietnam case C2 pipe down continues to affirm its leading position in Vietnam market.At the present, C2 is broadly speaking consumed in urban areas where the competitiveness is really noticeable. In the coming time, in order to remain the accredited growth, URC Vietnam should set the priority of providing Vietnamese consumers, both in urban and hoidenish areas, with the high-quality goods and meeting their changing demands. 3. surroundings ANALYSIS 3. 1. Economic issues pic Figure 1 Monthly income per capita e Figure 2 Monthly get along consumption expenditure per capita (Source www. gso. gov. vn) As the result of the ever-increasing average per capital income, the living standards of all social strata go on to be improved.In the whole country, the monthly average expenditures in 2006, by current prices hit 511,000 VND, an increase of 28. 9% com pared with 2004. The Vietnamese did not stop in essential products for life only they had more choices when go shopping. There were great opportunities for companies in various fields of launching their business. As an attractive piece of the pie, drinking firms get ind potential Vietnam market and gained enormous benefit. The difference in monthly income per capital between 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 distribution of the population according to the age classification. Information is included by sex and age group (0-14 years, 15-64 years, 65 years and over). 0-14 years 25. 6% (male 11,418,642/female 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 percentage under age 15) is a flexible environment . Its residents seem to be easy to accept changes and the new things. Additional, their taste has the own features.Marketers need the information on the population so that they can position which is the target segment for their products. With the token of drink like C2, analyzing age structure is a necessary act URC have to carry out carefully from that they can make a suitable strategy when doing business in Vietnam big market with population of 86 million people 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 wide amount of sun, a high rate of rainfall, and high humidity.These factors help Vietnam to be a place with many advantageous conditions to grow green tea tree as a results, URC Vietnam is able to acquire a biggishly available supply of raw material, especially from Thai Nguyen province, the major supplier. Soci al concerns Drinking tea is Vietnameses long-standing cultural custom. It can be said that tea plays an important role in Vietnameses life. In modern society, people get acquainted with unshakable food and bollocks up drinks but green tea is still the preferable drink many people take up.Moreover, due to the young increasing trend of low-carb drink, people gradually change to take interest with the natural product. Green tea is produced in industrial scale and added more flavors, it plows the favorite drink not only with the elders but besides the young. 4. COMPETITOR ANALYSIS fit to Vietnamnet, Vietnams great thirst for alcoholic and soft drinks flags the local 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 direct of fierce competition that not only encompass the competitors with the same product like 0 Degree, Lipton Pure Green, 100 Green Tea, Wonderfarm and opposite brands, but also involve those from other kinds of drinks much(prenominal) as beer, carbonated drinks, increase juice, tonic water and milk. 4. 1. confirmative competitors Thanks 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 plant-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 share. 4. 2. Direct competitors In recent years, Vietnam soft dr ink market has been interrupting eventfully and the segment of green tea has made so obvious advances that any kind of other soft drinks can do.Vu Quoc Tuan, unrestricted relations manager at PepsiCo International Viet Nam, said that the bottled green tea market has grown three hundred percent in 2007. No drink has grown like that, he added. Although at the moment thither are many brands of sweeten green tea on the market, a lot of products are interdependent. They dear 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 major 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 actor in this segment.After observing the lifestyle changes of greater mobility and the need of healthier drinkings, 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 premature 2006, 0 Degree green tea bottle were sold on the local market with a large and effective advertising and promotion discharge (TV, parolepaper 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 more or less 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 capacity. The 0 Degree net content is quite big for one person while the bottle of 360 ml C2 is much 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 acquiring old. However, Lipton Pure Green has only 2 flavors in comparison with 4 flavors of C2 moreover, the tastes of Lipton are not as flavorsome 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 sustain but the break out of their merchandising campaign and their advantage of knock-down(a) 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 place map below Figure 4 Positioning map 5. CUSTOMER ANALYSIS 5. 1. way To refer and analyze market segments, behaviors variables should be the starting focus. In this part of the situational analysis, the variables of purchase occasion, benefits sought and committal lieu are selected to illustrate another base of market segmentation, the behavioral.In summer, the demand for soft drink that is flavorsome 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 favourable even in the hottest days of that most unpleasant time in year with four fruit tastes that can make people more cheery. While looking for a nourishing beverage, C2 appeals to the segment of consumers wanting(p) to have a Cool & Clean product that make from green tea, a traditional therapeutic for good health.C2 can bring cool feelings and clean drink to customers by verified quality and delectable taste. In the case of sweeten green tea market the differences among brands are not extremely significant. Sometimes, if the farm animal does not have any more bottled green tea of the brand that customer want, he/she entrust easily convert 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 interested in two or three brands or on those whose get conclusion 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 old, men or women, married or si ngle. 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 intimately it.As indicated by the statistical data of the company, here is the occupation variable of C2 pic Figure 4 business concern variable of C2 As a result, the advertising of C2 focuses on the young who are both students and staffs with colorful and chipper 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, an d are easier to approach its market campaign. . 4. Type of purchase decision behavior Customer 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 then evaluate it during consumption.The next time when they buy this kind of product 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 shelf space, keeping shelves fully stocked and running frequent reminde r advertisings. 6. BRAND ANALYSIS 1. Brands current performance 6. 1. 1. Portfolio analysis BCG matrix BCG matrix, also known as congress 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 base on the studying of the products growth rate and market share, the companies are able to establish and develop timely strategies. In C2s case, they are now placed 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 million dollar revenues in 2008. C2 is curr ently ranked the second who performs well in the so attractive healthier 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 achievement up to now, and become one of the most popular ready-to-drink green tea beverages for sale in that country. Their sales grew slowly 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 render much attention to and highly assess C2 products. lonesome(prenominal) when URC Vietnam made some major changes in its promotion 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 rapid increase in sales thr ough 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 fastest growing brands preferred by Vietnamese consumers in 2007, while they kept 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 accounted for around one- half of total URC Vietnams profit in 2008. One of the major factors contribute 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 divided 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 utilized to produce such fresh green tea bottles. In addition, each C2 product is packaged in PET type which brings in a number 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 ( affix below), nearly two-third of those who were conveyed agreed that the reasonable price for each 500ml green tea bottle should range from 5,500 to 6,500 VND. Seeing that important factor, the company has established reasonable price exploitation market- sixth sense pricing corresponding to customers exp ectation.It is suggested that producers can set a low initial price to penetrate the market quickly 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 be 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 unexpectedly low sale. To deal with that problem, the company has strived so much with the aim at building a strong distribution system. The most important change the company made to improve this ineffective 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 % discount if those outlets accepted to display C2 products on their shops. Moreover, the company allowed a number of overlord 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 mustiness take actions to establish a stronger 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 away 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 rather than such costly activities.For instance, after failing to transfer contentedness to consumers in the first two trials in Vietnam, the company decided to pitch 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 simply illustrate that good advertisings need not be expensiveit must be creative and effective as URC consultant, Willy Arcilla said. At the m oment, 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 acting 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 unquestionable 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 consuming 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 esteem 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 Phong, 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 indemnity 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 narrowing down the potential customers segment on its initial advertising is thought to be one more weakness that URC Vietnam should pay attention to.Specifically, the advertising with the attendance 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 drink. Instead, the company could orient its product s to the mineral or concentrated 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 marked 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, decrease in death due to heart diseases (from 28 to 44%) and stripe 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 with(predicate) conveying 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 believe that employing green tea products will help them have antipyretic ability, reduce 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 prepare 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 quickly 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 severely 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 Last 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 entreat its sale figures. 7. 4. Threats There are many external forces that have a direct impact 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 degre e, 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 Lipton Pure Green. Holding a number of intrinsic 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 needs to establish better zeal to get a win in that competitive battle.From the study above, some suggestions for improving C2s performance are introduced. To begin with, advertising is always a very useful way to inform in public 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. purchasable 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 provide differentiated products to gain th e competitive advantage over their competitors.REFERENCES 1. 2009, Overview TNS Vietnam Consumer Trends Q4/08 online available at universal resource locator http//www. scribd. com/doc/7563073/Overview-TNS-Vietnam-Consumer-Trends-Q408 (Accessed may 1st, 2009) 2. 2008, Branded Consumer Foods Group Internationalonline Available 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, Steward Adam, linden Brown and Gary Armstrong (2002), Chapter 10 Pricing considerations and approach es, Pearson- Prentice Hall, p. p 355,356. Extreme convenience Bad promotion campaign Good promotion campaign Extreme inconvenience C2 0 Degree Lipton Pure Green