Marketing - Core Concepts

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


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


• 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


1.2. Introduction of Core concepts of Marketing


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


• 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


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)


• WHOSE NEED AND WANT?


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


Customer Satisfaction

• WHAT can make customer satisfied?• How can measure customer satisfaction?

Product’s

perceived

performance

Buyer’s expecta

tion

Quality Management

• Based on customer’ feedback to • improve product quality


• 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)


- 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)!


• Distributor+ Agribank+ Local Governments: Commune People’s Committee, Women Union, Local school, kindergarten…


a little girl enjoying lunch box with local children at the kindergarten

• Conclusion


Documents

Marketing - Core Concepts