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This is the best comparison about Marketing strategy of Lotte Mart and its competitors in Vietnam. Based on this document, you will have a better overview of Vietnam retail market. this document is mainly for marketing people who work for retail shopping companies like Lotte Mart.
1 By Mr John Date: 12/03/2017 24/04/2017 MARKETING STRATEGY OF COMPETITORS AND LOTTE MART COMPARISON OF BIG C AND CO.OPMART - - - 24/04/2017 Essence Big C: is a trademark of Casino of France over 9,000 stores around the world having 17 stores in Vietnam a goal to dominate Vietnamese retail market Co.opmart: Is a supermarket chain of HCMC commercial cooperative Leading player in Vietnamese retail market currently Having 59 stores throughout Vietnam Source: http://www.bigc.vn; http://co-opmart.com.vn/ COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Infrastructure Area: - Co.opmart is middle size 5000 to 13000 m2 - Big C is large size 20,000 to 30,000m2 Coverage - Co.opmart is more covering - Big C is less covering Layout style - Co.opmart is Vietnmese casual style - Bog C is foreign luxurious style COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Segmentation and positioning Big C - Positioning: cheapest price product - Segment: Consumers with low, middle income or over - Co.opmart Positioning: close friends of every family Segment: Consumers under marriage COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Products and promotion Big C - Coming up with good products with cheap price - Cooperating with big suppliers to reduce the prices - Having policy to stabilize prices in economic crisis period - Having many promotion campaigns Co.opmart - General products - System of restaurants inside supermarkets - Having strict criteria toward product quality - Possessing many promotion campaigns COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Similar points Focusing on low price strategy 95% product is Vietnamese Concentrating on environmental issue Product diversity Private branded products (WOWof Co.op, EBON of Big C) Many sales promotion campaigns - Co.opmart: “Vietnamsese high quality products” - Big C: “It is cheaper than it was” Good membership program LOTTE MART MARKETING STRATEGY 24/04/2017 Essence - Korean retailer penetrated into Vietnam in late 2008 - Having stores in HCMC - Planning to open 60 stores from now to 2018 Positioning and target customers - Positioned as the best customer service retailer in Vietnam - Target customers: middle or higher income Product - Product localization - Product diversity - Private branded products LOTTE MART MARKETING STRATEGY 24/04/2017 Layout style Korean style with modern building designs Location Located at convenient area surrounded by populous area Area: large size from 20,000 to 30,000 m2 Sales promotion campaigns “Coming with cheap price, going with happiness” “International children day” “International Women day” “Economical Shopping With Lotte Mart” and so on ... middle income or over - Co.opmart Positioning: close friends of every family Segment: Consumers under marriage COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Products and promotion Big C - Coming... http://co-opmart.com.vn/ COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Infrastructure Area: - Co.opmart is middle size 5000 to 13000 m2 - Big C is large size 20,000 to 30,000m2 Coverage - Co.opmart is more covering... less covering Layout style - Co.opmart is Vietnmese casual style - Bog C is foreign luxurious style COMPARISON OF BIG C AND CO.OPMART 24/04/2017 Segmentation and positioning Big C - Positioning: