Marketing Core concepts

Seminar 1
How does Bloom Microventure apply core concepts of Marketing in business?
Lecturer: Ph.D Tran Thi Thu Giang Group CDP: 1. Pham Thi Tam Chi 2. Nguyen Thi My Duyen 3. Nguyen Anh Phuong

Marketing Core concepts

OUTLINE

1. Introduction 1.1. Bloom Microventure 1.2. Core concepts of Marketing 2. Bloom Microventure applys core concepts of Marketing in business 2.1. Product, Service 2.2. Value, Satisfaction, Quality 2.3. Exchange, Transaction, Relationship 3. Conclusion

Marketing Core concepts

1. INTRODUCTION 1.1. 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 Needs, Marketing Wants,
Demands

Market

Core concepts

Products, Service

Value, Satisfaction, Quality

Exchange, Transaction, Relationship

Marketing Core concepts

Product, Service:
Anything offered to a market can satisfy a need or want.

Value, Satisfaction, Quality

Customer value = Values gained Cost of obtaining Customer satisfaction = Buyers expectation Product performance Total 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
MICROFINANCE TOURS (socially-responsible poverty-fighting day tours in the developing countries)
Local people Tour fees

Tour guests

Low- interests loan

Marketing Core concepts

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 adds Up to the most satisfaction

Marketing Core concepts

2.2. Value, Satisfaction, Quality
Customer Value
New experiences

acknowledge

WHAT customer can gain from BMs services?

Community contribution

Customer Satisfaction
WHAT can make customer satisfied? How can measure customer satisfaction?

Products perceived performance

Buyers expectation

Quality Management
Based on customer feedback to improve product quality

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

Marketing Core concepts

My microfinance tour with Bloom Relationship Microventures was a unique and - Customers: contact amazing experience. Exploring rural before & after the tour - communities off the tourist trail, > good feedback 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 (19982005)

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

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 Peoples Committee, Women Union, Local school, kindergarten

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

Marketing Core concepts

Conclusion