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Marketing – Core concepts
Seminar 1 How does Bloom Microventure apply core
concepts of Marketing in business?
Lecturer: Ph.D Tran Thi Thu GiangGroup CDP:1. Pham Thi Tam Chi2. Nguyen Thi My Duyen3. Nguyen Anh Phuong
OUTLINE1. Introduction1.1. Bloom Microventure1.2. Core concepts of Marketing2. Bloom Microventure applys core concepts of Marketing in business2.1. Product, Service2.2. Value, Satisfaction, Quality2.3. Exchange, Transaction, Relationship3. Conclusion
Marketing – Core concepts
1. INTRODUCTION1.1. Introduction of Bloom Microventure- Come to Vietnam in 2010- One of the subsidiary of Bloom Microventure
all over the world- Kind of business: tourism, microfinance
Marketing – Core concepts
• Microfinance: - Doing business at the micro size- Giving a chance to borrow to those who do not
have access to the normal banks (the poor)- ‘Micro’ loans are given to ‘micro’ entrepreneurs
and borrowers have a chance to accumulate money and make major improvements to their living standards
Marketing – Core concepts
1.2. Introduction of Core concepts of Marketing
Marketing – Core concepts
Needs, Wants,
Demands
Value, Satisfaction,
Quality
Exchange, Transaction, Relationship
Products, Service
MarketCore
concepts
• Product, Service:Anything offered to a market can satisfy a need or want.
• Value, Satisfaction, QualityCustomer value = Values gained – Cost of obtaining
Customer satisfaction = Buyer’s expectation – Product performanceTotal quality management
Marketing – Core concepts
• Exchange, Transaction, Relationship
+ Exchange: obtaining a desired object from someone by
offering something in return
+ Transaction: erode between parties, at least 2 things of
value involved, agreed-upon condition, time & place
agreement
+ Relationship: the process of recreating, maintaining &
enhancing strong relationships with customers & other
stakeholders
Marketing – Core concepts
2.1. PRODUCT & SERVICE
THE CREATIVE CONCEPT
Tour guests
Tour fees
Low- interests loan
Local peopleMICROFINANCE TOURS
(socially-responsible poverty-fighting day
tours in the developing countries)
Marketing – Core concepts
Understanding consumer needs, wants, and demands
As tourists coming to VN• WHAT do they need?
• WHAT do they want? - Shaped by culture and individual personality
• WHAT do they demand? - products with the benefits that addsUp to the most satisfaction
2.2. Value, Satisfaction, Quality
Customer Value
WHAT customer can gain from BM’s services?
New experiences
acknowledge
Community contribution
Marketing – Core concepts
Customer Satisfaction
• WHAT can make customer satisfied?• How can measure customer satisfaction?
Product’s
perceived
performance
Buyer’s expecta
tion
Marketing – Core concepts
• 2.3. Exchange, Transaction, Relationship
Exchange & Transaction
To the borrowers: let the guests stay &
enjoy daily life of a farmer = a micro loan &
direct fund
To the guests: money paying for whole tour
= chance to explore rural life in Vietnam &
help the poor to improve standard living
Relationship- Customers: contact before
& after the tour -> good feedback
“More than an average day out![...] This tour is the ideal way for expats to discover an untouched part of Vietnam and at the same time help provide loans for microfinance.”The Word Hanoi
• “My microfinance tour with Bloom Microventures was a unique and amazing experience. Exploring rural communities off the tourist trail, meeting and interacting with local people and learning about the culture was extremely interesting and fun. Furthermore, my tour fees helped make a difference to the lives of the local microcredit borrowers I personally met.I would highly recommend this tour!”Edelgard Bulmahn, Member of the German Bundestag and former Federal Minister of Education and Research (1998-2005)
Marketing – Core concepts
- Supplyer / Borrower: help them to improve standard living by a micro loan
- Do Thi Quy lives in a government supported house with her 5 year old grandson in Soc Son. With a 1.5 million VND loan($75), Ms. Quy purchased three pigs. She had previously been engaging in farming and could earn about 400,000-500,000 VND ($20-25) per month which barely covered the basic for her and her grandson. Amazingly, with the small loan of $75 funded through our tour guests’ fees, Ms. Quy was able to rear pigs and earn a profit of 1.2 million VND ($60)!
Marketing – Core concepts
• Distributor+ Agribank+ Local Governments: Commune People’s Committee, Women Union, Local school, kindergarten…
Marketing – Core concepts
a little girl enjoying lunch box with local children at the kindergarten