IInsufficient marketing communication: a study of fertilizer b’s performance in small Mekong Delta Provinces

Abstract

M Company is one of Vietnam’s leading fertilizer producers, specializing in the manufacturing and distribution of Fertilizer A and Fertilizer B. Since 2010, the company has successfully established its flagship Fertilizer A brand in the domestic market. However, Fertilizer B, its premium “one grain, one color” fertilizer line and a key revenue contributor, has experienced persistent underperformance in several smaller Mekong Delta provinces during 2021–2024. This thesis investigates the underlying causes of this performance gap and proposes feasible practical solutions to enhance sales and organizational outcomes. The research adopts a mixed qualitative approach, combining secondary data from prior studies and internal industry reports with primary data collected through in-depth interviews. Interviews were conducted with three stakeholder groups: farmers, dealers, and internal personnel, ensuring a comprehensive understanding of market perceptions and operational constraints. After validating the potential problems, the core issue is identified as insufficient marketing communication. Although factors such as misaligned targets, product–market mismatch, and perceived high pricing were examined, they were not found to be the primary drivers. Four contributing causes were explored: an overemphasis on the corporate brand at the expense of product branding, limited tailored sales promotions, constrained marketing resources, and low marketing engagement. The root cause was determined to be the company’s disproportionate focus on corporate branding rather than strengthening the Fertilizer B product brand. Two potential solutions were formulated to address this root cause: (1) Enhancing the Product Branding Strategy for Fertilizer B, and (2) Developing an Integrated Product Communication and CRM Platform. Following a thorough evaluation, the Integrated Product Communication and CRM Platform was selected as the optimal solution. A detailed 24-week implementation plan was subsequently designed, consisting of five structured stages to guide the implementation process effectively. In summary, this thesis identifies the central business challenge Fertilizer B and advances a practical, evidence-based solution to reinforce product-level communication and support M Company’s long-term performance.