One of the formidable competitors of Vineco in the Vietnamese fresh fruit

and vegetable market is NAM AN MARKET. Marketing Mix Strategy 7Ps of

Nam An market can be found as follows:

1  Product:

- Nam An has a wide selection of green foods such as FLOWER & FRUITS,
NUESTRAS, FRUITS, ...

- As for vegetables, Nam An market is divided into many different categories based
on forms such as leafy vegetables, fruit vegetables, root vegetables,..

- In addition to the variety of products and intelligence in the classification (easy to

identify), the Nam An market also has a separate category on PRODUCT
KNOWLEDGE, HEALTH LIFE MANUAL, COOKING RECIPE, and VIDEO CLIP
provides guidance on the use of food.

2  Price:
 - Competitive price, for example, for the 250-gram vegetable hydroponic green lollo
lettuce product priced at 29,475 VND, is posted on their website The advantage of
publicizing the price of the product with the product weight is not too large (250
grams), allowing buyers to choose the quantity they want according to their needs
(buy less or more).

- For us - Vineco, the fact that consumers want to check product price information is
still facing many difficulties for 2 reasons:

+ The variety of products purchased online is too limited, especially hydroponic

clean vegetable products.

+ We sell products in units of 1 kg instead of 250 grams forcing consumers to

buy in quantities that may be greater than their needs. Although the total value
for 1kg of Vineco green lollo lettuce is only 58,100 VND => 250 grams is 14,525
VND - much cheaper than Nam An market, but not as convenient.

3  Place:

- Regarding distribution, An Nam market has all 3 main branches in the city center
opened at 21 Thao Dien, Thao Dien Ward, District 2, 303 Nguyen Van Troi, Ward 1,
Tan Binh District and 06 Nguyen Thi Minh Khai, Dakao Ward, District 1. Although the
number of their cave is not as extensive as Vineco, however, there are prime locations
in the city center and serves mainly for the clean food of the middle-upper class.

- For Vineco, we have a dense network of branches Vinmart and Vinmart plus, this is
one of our advantages when targeting mass customers, including all classes. However,
this is also a great challenge for us. Because of its wide network, the supply of clean
vegetables will sometimes be in shortage or not guarantee the best quality like Nam An
market

4 Promotion:

- Regarding promotions, Nam An market has many promotions throughout the year,
based on major events of the year. A good example is the upcoming Halloween:

- This has both caused the excitement of customers to visit their stores, but also hit the
Vietnamese sentiment towards buying promotional products.

- Promotions in the form of gratitude to customers, birthday promotions, free shipping,

express delivery, ... help customers feel interested and will return to buy products in the
future.
5. People:

- People include your target market and people directly related to the business.
 - For the people factor, thorough research is crucial to discovering whether a
sufficient number of people in your target market are in demand for certain types
of products & services. or not. As information was mentioned before, the target
audience of Nam An market belongs to the middle-upper class. This does not
mean that customers of the lower class cannot purchase products, but according
to the market segment, high product prices will be associated with product
quality, taking into account the long haul. they will not be able to afford such
basic foods (vegetables and fruits) at such high cost. Therefore, for Vineco, the
relative quality of our products will be compensated by the low cost plus the
widespread branches, which will surely have higher popularity and recognition
with customers

- Employees - a very important factor in marketing because they are the direct
service providers. Thanks to the dense network of stores, we create more jobs
for those who want to find jobs. In addition, our recruitment news is posted
directly on the website and is divided into a rather specific "Recruitment"
category, including recruitment and training processes. Regarding salary and
remuneration Vineco is not inferior to Nam An Market - this is an advantage in
terms of internal personnel that we need to maintain and promote.

6/ Process:

- Process - Process in marketing 7P is one of the important elements of marketing.

Organizational systems and processes that influence service delivery.

- Vineco needs to make sure there is a proper process in place to minimize costs.
- Mitigation can be the entire sales funnel, payment system, distribution system,
and processes and steps that play a role in ensuring your business is efficient.
Vineco is currently cooperating with 4 technology partners including: Kenlog,
Marchegay, Sky Greens and Kubota; and 3 vegetable breeding partners: Enza
Zaden, Sakata and Bejo. Having many partners in the import / production of
products helps us to find the cheapest, most stable quality source to ensure the
brand.

- Process refinement and improvement can come later to help businesses

minimize costs and maximize profits.

- Currently, Vineco's distribution channel includes 3 main channels including:

Supermarket Vinmart / Vinmart +, Sales for businesses and online sales to help
us maximize product sales, not be too dependent on the number of sales
 channels. row. For Nam An Market, they depend entirely on a meager chain of
stores along with their sales website.

7/ Physical Evidence:

- Because the characteristic of the service industry group is that the business
abstraction requires "tangible" evidence for customers to easily imagine the
service provided.

- For example, when you think about fast food you think of McDonalds. When you
think about sports, the names Nike and Adidas come to mind.

- Vineco is now a well-known brand in the clean food industry, thanks to its stable
quality, reasonable prices and wide chain of stores. So our client's identity in the
mind has surpassed Nam An market in the general market segment in Vietnam.

- However, good recognition does not mean we are allowed to stop. Take a look at
the website of Nam An Market, even though the number of people buying their
products is not in the broader segment like us, they still focus on taking care of
the best segment of customers who buy their products. Typically, NAM AN
MARKET SERVICE QUALITY SURVEY, they always listen to each customer's
opinion and turn it into a strength for loyal customers.

- Vineco also needs to develop a specialized category for such feedback so that it
can follow customers' opinions in a timely manner.
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