SPECIALIZED MARKETING MANAGEMENT TOPIC CELANO POP CREAM MARKETING PLAN

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING - o0o - CLASS: 2111702006004 SPECIALIZED: MARKETING MANAGEMENT TOPIC: "CELANO POP-CREAM" MARKETING PLAN MAJOR: MARKETING Full name Vu Phan Xuan Quynh Nguyen Ngoc Huong Tra Nguyen Thanh Huong Ho Chi Minh city, 2021 TIEU LUAN MOI download : skknchat123@gmail.com THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING - o0o - CLASS: 2111702006004 SPECIALIZED: MARKETING MANAGEMENT TOPIC: "CELANO POP-CREAM" MARKETING PLAN MAJOR: MARKETING Leader: Nguyen Ngoc Huong Tra Phone number: 0935983282 Email: tranguyenngochuong@gmail.com Ho Chi Minh city, 2021 TIEU LUAN MOI download : skknchat123@gmail.com SOCIALIST REPUBLIC OF VIETNAM Indendence – Freedom - Happiness MINUTES OF PERFORMANCE ASSESSMENT Time: from December 1, 2021 - December 15, 2021 Format: online Members present: Member is absent/Reason: Meeting chairperson (Group leader): Nguyen Ngoc Huong Tra Secretary of the meeting: Nguyen Thanh Huong Evaluation results are agreed and summarized as follows: Ordin al numb er Full name Vu Xuan Quynh Nguyen Ngoc Huong Tra Nguyen Thanh Huong The evaluation meeting ended at: 18 hour 15 minute in the same day TIEU LUAN MOI download : skknchat123@gmail.com Secretary Group leader Nguyen Thanh Huong Nguyen Ngoc Huong Tra TIEU LUAN MOI download : skknchat123@gmail.com TEACHER’S COMMENTS TIEU LUAN MOI download : skknchat123@gmail.com TABLE OF CONTENTS Executive summary Introduction SWOT & Macro - Environment Analysis 3.1 SWOT 3.2 Macro - Environment Analysis 3.3 Competitors Objectives Segmentation, Targeting and Positioning strategy 5.1 Segmentation strategy 5.2 Targeting strategy 5.3 Positioning strategy Marketing Mix Strategies 6.1 Product strategy 6.2 Pricing strategy 6.3 Distribution strategy 6.4 Marketing communications strat Marketing research Action plan Financial projections 10 Implementation controls 14 TIEU LUAN MOI download : skknchat123@gmail.com TABLE LIS Table 1: SWOT Table 2: Selling price per unit of product in distribution channels (VND) Table 3: Action plan 11 Table 4: Financial projections 13 Table 5: Implementation controls 14 PICTURE LIST Picture 1: Logo KIDO Foods Picture 2: Poster Celano Pop-cream design TIEU LUAN MOI download : skknchat123@gmail.com "CELANO POP-CREAM" MARKETING PLAN Executive summary The harsh competitiveness of the implementing firms has never abated, and the market shares of this market are always fiercely competitive with each other, in which the dairy and dairy products industry has a spectacular growth rate, specifically frozen ice-cream Ice cream is not a new market in Vietnam, but with the introduction of foreign ice cream companies, the ice cream industry in Vietnam has become more active than ever, making the ice cream market a "hot" and potentially lucrative sector With the goal of providing Vietnamese consumers with access to highquality products, experiencing trending flavors, and expressing their own style and class, we implemented a marketing plan in a year to launch a new line of ice cream of Celano brand is Pop-cream, in order to help Celano maintain its position as the leading brand in the Vietnamese ice cream market and assert its identity with this Pop-creamproduct Introduction Picture 1: Logo KIDO Foods KIDO Foods is a company specializing in frozen foods, of which the strongest is in the ice-cream segment The market was first launched with three main brands: Merino, KIDO Foods Premium-the predecessor of Celano, and Wel Yo brands, respectively, were launched to the market Increasingly becoming a sustainable company with a strong brand name and a large market share, beating other major players in the ice cream market, KIDO Foods is leading the market with a 43.1% market share (Euromonitor, 2019) In 2020, KIDO Foods continues to lead with a 43.5% market share, far ahead of other major competitors such as Unilever Vietnam with 11.1% and Vinamilk with 9.1% (Euromonitor, 2020) TIEU LUAN MOI download : skknchat123@gmail.com Strategic vision: to become a leader in the conditional food business in Vietnam and Asia Bringing values to life with happy values through palatable, nutritious, and convenient products (KDC Annual Report, 2020) with the company's typical products: snail ice cream cinnamon, ice cream stick, ice cream cup, ice cream box, Increase market share of Celano ice cream in the business and travel segments and launch a new ice cream product suitable for the ice cream segment when going out and about To that end, we launched a new product called "Celano Pop-cream" Accompanying the new product launch is the establishment of a suitable marketing strategy KIDO Foods has good resources to ensure easy new product implementation, based on market segments and reasonable positioning to ensure a successful approach to target customers SWOT & Macro - Environment Analysis 3.1 SWOT Strengths It is a subsidiary of a huge Kinh Do firm and is heavily invested in a variety of fields Celano is well-known, especially among young people Kido Company dominates the ice cream market, particularly with Celano as the premium ice cream market leader To accommodate a variety of needs, we provide a wide range of tastes in a variety of packaging options There are numerous new and distinctive ice cream flavors Opportunities TIEU LUAN MOI download : skknchat123@gmail.com TIEU LUAN MOI download : skknchat123@gmail.com 2nd quarter of 2022 Discount promotion Create game events promote public relations 3rd quarter of 2022 Promotion with product Promote product's image Organize activities and summer greeting posters young people TIEU LUAN MOI download : skknchat123@gmail.com Post pro images through public relations 4th quarter of 2022 Organize Black Fr 2022 gam Christma 2022 Combine KOLs TIEU LUAN MOI download : skknchat123@gmail.com clips products with Contingency Planning: If there is a COVID-19 epidemic, we will focus on distribution channels at tourist destinations and densely populated areas Support customers by ordering ice cream products at retail points Reduce personal selling activities and instead increase interaction with articles on social networking platforms like Facebook and Tiktok Cooperation with KOLs continues to bring more popular product images to target customers Reduce the target from 87 million products sold in one year to 27 million products sold at 120,000 retail locations Financial projections Table 4: Financial projections Sales Revenue Forecast: Number of products sold: Average price per unit: Total sales of goods: Total cost of Sales VAT (10% Revenue) Profit (Detail in appendix) We projected first-year sales revenue for Celano Pop-cream is at 1.392.000.000.000 VND, with an average price of 16.000 VND per unit The break-even calculations indicate that Pop-cream will reach a profit after the sales volume exceeds units per year For the break-even analysis of Popcream, we assume a selling price of 16.000 VND per unit, variable cost of 7.500 VND per unit, and estimated first-year fixed costs of 87.660.000.000VND The calculation will be as follows: 16 TIEU LUAN MOI download : skknchat123@gmail.com 10 Implementation controls Table 5: Implementation controls Product Financials - Loss of money during TIEU LUAN MOI download : skknchat123@gmail.com Distributio ns demand - Strictly supervise and offer policies to encourage distribution channels to generate high income and ensure items reach customers in good condition and with the highest level of satisfaction 18 TIEU LUAN MOI download : skknchat123@gmail.com CONCLUSION In general, the above marketing strategy that we propose is to develop the "Celano Pop-cream" ice cream product of KIDO Foods company in Vietnam We launched the "Celano Pop-cream" ice cream product in the food business to increase the company's income and create trust among consumers New ice cream product lines that have always been born in the past 28 years have been enthusiastically responded by young people Therefore, we have developed a marketing plan to launch a new product called “Celano Pop-cream” and expand the distribution channels in tourist destinations so that consumers can purchase directly and ensure a safe delivery best quality With an effective marketing strategy, KIDO Foods' ice cream product lines have become increasingly popular in the minds of customers and at present, KIDO Foods is still leading the ice cream market share in Vietnam with 43.1% (Euromonitor, 2020) Along with the development of the ice cream market, the competition of KIDO Foods is increasing, which requires the company to always actively improve the quality of ice cream products so that when they launch to the market, they are suitable for the needs of customers customer needs and preferences The company needs to develop strategies to retain old customers and attract more new customers In addition, it is necessary to closely monitor the strategies of competitors to come up with appropriate response plans and launch more diverse new product lines into the market Besides the advantages of product quality, we should promote widely so that customers can know about the product Always actively absorb the opinions and contributions of customers, and deploy many promotions to attract the attention of consumers However, it is advisable to combine advertising tools appropriately so that it may not have a large impact on the company's revenue 19 TIEU LUAN MOI download : skknchat123@gmail.com REFERENCES Dân số (2021), Trích từ: https://danso.org/viet-nam/ Cafef (2020) Dẫn đầu ngành kem với 41% thị phần, Kido Foods (KDF) tiếp tục tăng trưởng 16% lợi nhuận quý đầu năm bất chấp COVID-19 KIDO Foods Retrieved 2020, from https://www.kidofoods.vn/tin-tuc/tin-tuc-sukien/dan-dau-nganh-kem-voi-hon-41-thi-phan-kido-foods-kdf-tiep-tuc-tangtruong-16-loi-nhuan-quy-dau-nam-bat-chap-covid-19 First Vietnam (2020) Top 10 thương hiệu kem hấp dẫn giới VIETNAM GOLDEN BOOKS | HÀNH TRÌNH QUẢNG BÁ CÁC GIÁ TRỊ DỊCH VỤ VIỆT NAM Retrieved 2020, from http://firstvietnam.vn/tin-tuc/topthe-gioi/top-10-thuong-hieu-kem-hap-dan-nhat-tren-the-gioi Viện Nghiên cứu Thanh niên (2020, December 22) Dân số độ tuổi niên Việt Nam - Những vấn đề đặt Quản lý nhà nước Retrieved 2020, from https://www.quanlynhanuoc.vn/2020/12/22/dan-so-trong-do-tuoithanh-nien-o-viet-nam-nhung-van-de-dat-ra/ Tổng cục Thống kê (2021) Top độ tuổi đông người Việt Nam: Nhóm dân số vàng Top 10 https://top-10.vn/viet-nam/tuoi-nao-dongnhat-viet-nam-dang-o-dinh-cua-thoi-ky-dan-so-vang/ Tập đoàn Kido (2020) Báo cáo thường niên KDC 2020 Retrieved 2020, from https://www.kdc.vn/files/documents/20210601_KDC_AR_2020_VN %20(Website).pdf TIEU LUAN MOI download : skknchat123@gmail.com APPENDIX: This section will describe the financial overview of Celano Pop-cream marketing plan, including sales forecast, marketing expense budget, and breakeven analysis Sale Forecast: For our first year of operation, we estimate 87 million products will be sold at 120 thousand distributions Average price per unit of all items sold is approximately 16.000 VND Expense Forecast: ❖ Promotion budget: STT Method/Tool Advertisements (Facebook, Instagram, Youtube, website) Working with KOLs Gifts Posters Events TOTAL ❖ Variable cost: Quarter 2 TIEU LUAN MOI download : skknchat123@gmail.com Total 87.000.000 652.500.000.000 ➔ Average variable cost per unit = 7.500 VND ❖ Average fixed cost per month: Numbe r ➔ Average fixed cost per unit = (total x 12)/87.000.000 = ~ 1.008 VND ➔ Total cost per unit = 8.508 VND Break-Even Analysis Sales Revenue Forecast: Number of products sold: Average price per unit: Total sales of goods: Total cost of Sales: VAT (10% Revenue) Profit TIEU LUAN MOI download : skknchat123@gmail.com We projected first-year sales revenue for Celano Pop-cream is at 1.392.000.000.000 VND, with an average price of 16.000 VND per unit The break-even calculations indicate that Pop-cream will reach a profit after the sales volume exceeds units per year For the break-even analysis of Popcream, we assume a selling price of 16.000 VND per unit, variable cost of 7.500 VND per unit, and estimated first-year fixed costs of 87.660.000.000VND The calculation will be as follows: TIEU LUAN MOI download : skknchat123@gmail.com ... FINANCIAL UNIVERSITY OF FINANCE – MARKETING - o0o - CLASS: 2111702006004 SPECIALIZED: MARKETING MANAGEMENT TOPIC: "CELANO POP- CREAM" MARKETING PLAN MAJOR: MARKETING Leader: Nguyen Ngoc Huong... general, the above marketing strategy that we propose is to develop the "Celano Pop- cream" ice cream product of KIDO Foods company in Vietnam We launched the "Celano Pop- cream" ice cream product in... implemented a marketing plan in a year to launch a new line of ice cream of Celano brand is Pop- cream, in order to help Celano maintain its position as the leading brand in the Vietnamese ice cream market