MARKETING PLANNING FOR NEW PRODUCTS NESCAFES CHOCOLATE BUBBLE BY NESTLÉ VIETNAM COMPANY

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE- MARKETING oOo MARKETING PLANNING FOR NEW PRODUCTS - NESCAFE'S CHOCOLATE BUBBLE BY NESTLÉ VIETNAM COMPANY Major: Marketing Specialization: Marketing Management Ho Thanh Phu Tran Thanh Tuyen Class: CLC_20DMA09 EVALUATION TABLE Full name Student ID Ho Chi Minh, 14 December 2021 Percent TIEU LUAN MOI download : skknchat123@gmail.com Ho Th Tran Th GROUP ii TIEU LUAN MOI download : skknchat123@gmail.com INSTRUCTOR'S COMMENTS ………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… ………………………………………………………………… Score in numbers Instructor's signature Faculty of Marketing M.S NGUYEN XUAN TRUONG GROUP iii TIEU LUAN MOI download : skknchat123@gmail.com ASSURANCE Our team declares that the topic: "Making a Marketing Plan for a New Product Nescafe's Chocolate Bubble Coffee under Nestlé Vietnam" is an independent research work under the guideline of the instructor We also not have any copying by others The topic and content of the internship report are the products that I have researched hard during my study at the school The data and results presented in the report are truthful, we would like to take full responsibility and discipline of the subject and the school if there is a problem." GROUP iv TIEU LUAN MOI download : skknchat123@gmail.com THANK YOU First of all, we would like to express our sincere thanks to the School Board, teachers of the University of Finance - Marketing in general and the teachers of the Marketing Department in particular, who enthusiastically taught and passed on to us Our valuable lessons and experiences make us have a piece of solid luggage and put it into practice in the future In particular, we would like to express our sincere thanks to Mr Dang Huynh Phuong who has wholeheartedly helped and guided me in the process of practicing my profession With the detailed and thorough comments, she conveyed to me It is a valuable lesson for us to complete our Marketing Management report In the process of making the Marketing Management report, because of the limited time and knowledge, mistakes will inevitably be made, I hope to receive the advice of teachers so that I can improve more and more and have good knowledge to apply to work after that Finally, I wish Mr Dang Huynh Phuong and all other teachers of the University of Finance - Marketing have a lot of health, always be happy and successful in life Thank you sincerely TABLE OF CONTENT GROUP v TIEU LUAN MOI download : skknchat123@gmail.com EVALUATION TABLE ii INSTRUCTOR'S COMMENTS iii ASSURANCE iv THANK YOU v TABLE OF CONTENT vi LIST OF FIGURES viii LIST OF TABLES ix LIST OF ACRONYMS x I EXECUTIVE SUMMARY: II INTRODUCTION: 1 MISSION STATEMENT Strategic objectives for the first year: Financial Objectives III SITUATION ANALYSIS: MARKET SUMMARY: 1.1 Market Size: 1.2 Market Growth: 1.3 Market Share 1.4 Market Trend MACRO ENVIRONMENT: 2.1 Political Analysis: 2.4 Technological analysis: COMPETITORS: 3.2 Competition on brand: 3.1 Substitute products: SWOT SEGMENTATION - TARGET - POSITIONING STRATEGY 11 5.1 Segmentation 11 5.2 Target: 13 5.3 Positioning: 14 MARKETING MIX STRATEGIES: 15 GROUP vi TIEU LUAN MOI download : skknchat123@gmail.com 6.1 Product: 15 Price: 19 Place 21 6.4 Promotion: 24 ACTION PLAN: 31 FINANCIAL: 33 Break even analysis: 33 Sales Forecast: 33 Expense Forecast: 34 CONTROLS: 37 Implementation: 37 Backup plan: 37 REFERENCES 40 LIST OF FIGUR GROUP vii TIEU LUAN MOI download : skknchat123@gmail.com Figure 1: Market of instant coffe in Vietnam Figure 2: Vietnam Coffee - Cocoa Association Figure 4: Inside the decaffeinated instant coffee production area in Dong Nai Figure 5: Positioning map 14 Figure 6: Design of Egg Coffee product 16 Figure 9: Supermarket quantity in Vietnam (source: damac.com.vn) 22 Figure 10: convenience/mini store quantity in Vietnam (source: damac.com.vn) 23 Figure 11: ranking of the leading e-commerce enterprises in Vietnam (source: iprice.vn) 23 Figure 12: Channel structure of Chocolate Bubbles Coffee 24 Figure 13: access data of Kenh14 (source: kenh14.vn) 27 Figure 14: Plastic cups layers lock & lock capacity 750ml 28 Figure 15: High-class cloth bag 29 Y LIST OF TABLES Table 1: Copetition on industry GROUP viii TIEU LUAN MOI download : skknchat123@gmail.com Table 2: Nescafe's competitors in terms of brand Table 3: SWOT of Nescafe 11 Table 4: Segmentation of Nescafe 13 Table 5: Chemical composition of Chocolate Bubble coffee 18 Table 6: Pricing structure 20 Table 7: Product’s price of Nescafe 21 Table 8: Total advertising cost 25 Table 9: Advertising on Facebook 26 Table 10: The prize structure of Nescafe Contest on Facebook 29 Table 11: Timeline of action plan 31 Table 12: Sale forecast 32 Table 13: Expense Forecast: 35 Table 14: Negative situations and cases may occur that affect the business - Signs 37 Table 15: Negative situations and cases may occur affecting the business - Solution, Remedial plan 38 GROUP ix TIEU LUAN MOI download : skknchat123@gmail.com LIST OFACRONYMS FMCG: Fast Moving Consumer Goods PR: Public Relations VND: Vietnam Dong TVC: Television Commercial ADS: Advertising GROUP x TIEU LUAN MOI download : skknchat123@gmail.com - Tiktok "choco bubbles dance - double sweetness" video contest Dates: 15 November 2022 - 15 December 2022 Format: Each contender will develop and dance to the music that is offered After drinking a great cup of Chocolate Bubbles Coffee, Nescafe displays enthusiasm and vigor Add the hashtags #vudieucaphesocolatranchaunhanddoingotngao #Nescafe to help the video go viral and get more wonderful dances from you! - Scoring method: point Equals view, points = heart All shared accounts must be genuine; the owner must not employ spam accounts to engage in interactive spam In the event that detects fraud contestants who are eligible will be dropped from the program NOTE: - All entries are original and may not be duplicated in any form - Entries are video snippets that have never been broadcast on television or in any other kind of media The truthfulness of entries is the responsibility of the contestants - The organizers will publicly review and evaluate the prizes before transferring them to the winning candidates through bank or e-Wallet The prize structure: Award First Prize Second Prize Third Prize League four League Years GROUP 27 TIEU LUAN MOI download : skknchat123@gmail.com Consolation Prize Table 10: The prize structure of Nescafe Contest on Facebook ACTION PLAN: Job Time Week TVC Filming 1/1/2022 January 20 / 2022 Press conference to introduce January 20, products 2022 Show TVC on VTV and HTV channels Product offer Banner on channel 14 Outdoor Bandroll Advertise on Youtube GROUP 28 TIEU LUAN MOI download : skknchat123@gmail.com Advertise on Facebook Contact KOLs to advertise on Tiktok Marketing at Universities Promotion phase Promotion phase Post PR on channel14 and Vietcetera Information about the Video Creation Contest On tiktok Organized 11/15/2022- contest 15/12/2022 Announcement of the contest results 22/12/2022 Award for the contest 29/12/2022 Table 11: Timeline of action plan GROUP 29 TIEU LUAN MOI download : skknchat123@gmail.com 10 FINANCIAL: Break even analysis: Total first-year sales revenue for Nescafe Egg Coffee is projected at 40.000 million VND, with an average whole-sale price of 49.000 VND per unit and variable cost per unit of 5.000 VND for unit sales volume of 800.000 Break-even calculations indicate that Nescafe Egg Coffee will become profitable after the sales volume exceeds 518,181 during the product's first year Our break-even analysis assumes per-unit wholesale revenue of 49.000 VND per unit, variable cost of 5.000 VND per unit, and estimated first-year fixed costs of 22,800 billion VND With these assumptions, the break-even calculation is: Sales Forecast: Expected Variabl Fixed Profit be Tax accoun Profit a Marketin Backu To GROUP 30 TIEU LUAN MOI download : skknchat123@gmail.com Section Expense Forecast: Contents Advertising TVC Construction TVC TVC on HTV Post-20h Post TVC on VTV ads Online Put banners o channel 14 Face-book ads page like Face-book ads page post engagement Face-book ads click to websit Video Trueviews instream ads KOLS GROUP 31 Ads Outdoor TIEU LUAN MOI download : skknchat123@gmail.com Bandroll Lock&Lock plastic cups 750ml Design posters Promotions Hire staff Rent Location in 40 supermarkets High-quality canvas bags Video contest on Tiktok PR Total promotion costs Press conferences Advertorial on channel 14 Advertorial on ZING.VN Marketing at TIEU LUAN MOI download : skknchat123@gmail.com universities 11 CONTROLS: The following areas will be monitored to gauge performance: Revenue: monthly and annual Expenses: monthly and annual Customer satisfaction New-product development Implementation: The following milestones identify the key marketing programs It is important to accomplish each one on time and on budget Backup plan: Negative situations and cases may occur that affect the business - Signs Negative situations and cases may occur that affect the Signs business The Source of supply decreased sharply, Natural disasters (rainstorms, epidemics, causing production output to decrease, diseases, etc), loss of supply unable to meet customer demand of main raw materials Marketing activities not have much impact on TIEU LUAN MOI download : skknchat123@gmail.com customers - The taste of coffee is not well received by customers - Disease outbreak, making it difficult for production and transportation Customers tend to stay away from caffeinated products Unintentionally arise There are more and more bad news negative news about parent articles appearing, strongly affecting company Nestle, or Nescafe- customer psychology, causing customers to related businesses boycott Competing brands quickly stepped up to capture market share Table 14: Negative situations and cases may occur that affect the business - Signs Negative situations and cases may occur affecting the business Solution, Remedial plan Negative situations and cases may Solution -plan occur affecting the business TIEU LUAN MOI download : skknchat123@gmail.com in difficulty so they can quickly reinvent the product Invest, and upgrade product supply to further improve the quality of coffee beans Marketing activities not have much impact on customers The taste of coffee is not well received by customers The Marketing team needs to meet carefully, eliminate the weaknesses and weaknesses, then learn from experience and replace it with more suitable strategies Research the right psychology of customers to get the best results Use enough campaigns to not waste financial resources on ineffective activities Regain customer trust through promotional offers The staff, PG - PB are well trained to have the best buying experience Unintentionally negative news about arise parent Speak up through newspapers, television, and social networking sites to company Nestle, or Nescafe- regain your reputation and position as related businesses quickly as possible The epidemic broke out, The packaging is sturdy, the making it difficult for production warehouses are guaranteed to be able to and transportation preserve the products well GROUP 35 TIEU LUAN MOI download : skknchat123@gmail.com Staff precedence injected vaccine, work zone safety, not infection Customers tend to stay away from products caffeine that contain Product information, packaging specified ingredients, and commitment to safety effort health for consumers Table 15: Negative situations and cases may occur affecting the business - Solution, Remedial plan After carefully studying the risk situations and cases and proposing solutions to overcome them, then estimate the maximum loss cost of billion VND GROUP 36 TIEU LUAN MOI download : skknchat123@gmail.com REFERENCES Economic analysis is sourced from https://www.worldbank.org/vi/country/vietnam/overview#1 Technological analysis is sourced from https://thesaigontimes.vn/nestle-dua-viet-nam-thanh-trung-tam-cung-ung-caphe-gia-tri-cao-cho-the-gioi/ Environmental analysis is sourced from http://baochinhphu.vn/Doanh-nghiep/Nestle-Viet-Nam-duoc-nhanGiai-thuong-Moi-truong-Viet-Nam/418117.vgp Nescafe’s logo is source from https://1000logos.net/nescafe-logo/ Marketing Mix (Place) is sourced from http://damac.com.vn/tin-tuc/baocao-xu-huong-thi-truong-ban-le-viet-nam-trong-nam-2020.html Marketing Mix (promotion) is sourced from https://www.brandsvietnam.com/congdong/topic/25569-7-chien-thuat-giup-giatang-brand-awareness-mot-cach-hieu-qua and https://radiovietnam.com.vn/top11-dai-phat-thanh-truyen-hinh-co-luong-khan-gia-lon-nhat-hien-nay-a764.html GROUP 37 TIEU LUAN MOI download : skknchat123@gmail.com ... effective marketing strategy to differentiate its products Differentiated market stategy: Nescafe uses a differentiated marketing strategy for all of its products by creating a wide variety of products. .. "global coffee flavor" to Vietnamese people with the worldwide tagline "A New Day Begins." Chocolate Bubbles Coffee, Nescafe's newest product, debuted with the phrase "Chocolate Bubble Coffee – Double... blended with quality bubble and chocolate flavor and reasonable price to make its products competitive compared to other products on the High price market Therefore, Socola bubble coffee product