MAKETING MANAGEMENT SUBJECT NAME MARKETING PLAN FOR NEW PRODUCT MAROU LOTUS CHOCOLATE 70%

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING Student implementation: Ung Thi My Duyen: 2021008423 Hoang Thu Ha: 2021008431 Le Dinh Cat My: 2021008476 Pham Thi Huynh Na: 2021008481 Nguyen Mai Bao Vy: 2021008595 Class: CLC – 20DMA08 MAKETING MANAGEMENT SUBJECT NAME: MARKETING PLAN FOR NEW PRODUCT MAROU LOTUS CHOCOLATE 70% Majors: MARKETING Major: MAKETING MANAGEMENT Ho Chi Minh city, 2021 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING MAKETING MANAGEMENT SUBJECT NAME: MARKETING PLAN FOR NEW PRODUCT MAROU LOTUS CHOCOLATE 70% Majors: MARKETING Major: MAKETING MANAGEMENT Teacher guidelines: M.Sc Dang Huynh Phuong Student implementation: Ung Thi My Duyen: 2021008423 Hoang Thu Ha: 2021008431 Le Dinh Cat My: 2021008476 Pham Thi Huynh Na: 2021008481 Nguyen Mai Bao Vy: 2021008595 Class: CLC – 20DMA08GUIDELINES: Ho Chi Minh city, 2021 TEACHER'S COMMENTS CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc Lập – Tự Do – Hạnh Phúc BIÊN BẢN HỌP ĐÁNH GIÁ MỨC ĐỘ HỒN THÀNH CƠNG VIỆC NHĨM: Thời gian: 18h ngày tháng 11 năm 2021 Hình thức: Họp online qua Microsoft Teams Thành viên có mặt: Đầy đủ Thành viên vắng mặt/ Lý do: Khơng có thành viên vắng mặt Chủ trì họp: Hoàng Thu Hà Thư ký họp: Ung Thị Mỹ Duyên Kết đánh giá thống tổng hợp sau: STT Họ tên MSSV MĐHĐ Ung Thị Mỹ Duyên 2021008423 100% Hồng Thu Hà 2021008431 100% Lê Đình Cát My 2021008476 100% Phạm Thị Huỳnh Na 2021008481 100% Nguyễn Mai Bảo Vy 2021008595 100% MAKETING MANAGEMENT LOTUS CHOCOLATE 70% TABLE OF CONTENTS I EXECUTIVE SUMMARY .1 II INTRODUCE COMPANY'S OVERALL MAROU OVERVIEW MISSIONS III SITUATION ANALYSIS MARKET SUMMARY 1.1 MARKET DEMOGRAPHICS 1.2 MARKET NEEDS 1.3 MARKET TRENDS 1.4 MARKET GROWTH SWOT ANALYSIS COMPETITION PRODUCT OFFERING IV MAKETING STRATEGY MARKETING OBJECTIVES FINANCIAL OBJECTIVES TARGET MARKET POSITIONING STRATEGY - 4Ps 5.1 PRODUCT STRATEGY 11 5.2 PRICE STRATEGY .12 5.2.1 PRODUCT PRICING GOALS 12 5.2.2 THE RELATIONSHIP BETWEEN PRICE AND COMPETITOR'S PROSUCT .12 MAKETING MANAGEMENT LOTUS CHOCOLATE 70% TABLE OF CONTENTS 5.2.3 MAJOR PRICING STRATEGY .13 5.2.4 PRICE ADJUSTMENT STRATEGY 13 5.3 DISTRIBUTION STRATEGY 14 5.3.1 DISTRIBUTION STRATEGY 14 5.3.2 CHANNEL DESIGN DECISION 15 5.4 PROMOTION STRATEGY .15 5.4.1 ADVERTISING 15 5.4.1.1 GOALS 15 5.4.1.2 ADVERTISING MESSAGE 15 5.4.2 PUBLIC RELATION 16 5.4.2.1 PRESS AND MEDIA 16 5.4.2.2 CHARITABLE DONATION 16 5.4.3 DIRECT MARKETING 16 5.4.3.1 WEBSITE .16 5.4.3.2 E-COMMERCE 16 5.4.4 SALES PROMOTION .16 5.4.4.1 MINIGAME ON SOCIAL MEDIA 16 5.4.4.2 ACTIVATION BOOTH 17 5.4.4.3 CHOCOLATE EXHIBITION 17 V ACTION PLAN 19 VI CONTROLS 20 MAKETING MANAGEMENT LOTUS CHOCOLATE 70% I EXECUTIVE SUMMARY Voted the best chocolate in the world by The Newyork Times in 2016, the Marou brand has quickly shaken the international chocolate market However, in the Vietnamese market, the name Marou is still new and strange to consumers Through our research, it seems that the general public does not fully grasp what the organizations stand for/ due to a lack of marketing campaigns Moreover, in the context of the Covid 19 epidemic, the country's economy is being affected and many retail industries suffered a heavy drop in revenue No one feels this more strongly than a small business like Marou The local bean-to-bar industry is at crossroads as the biggest craft chocolate companies encounter hardship, tourism is at a standstill and small businesses struggle with lower demand In this research paper, we are going to launch a new product called Marou Lotus Seed chocolate bar with the aim to maintain the business in the pandemic, increase customer's brand awareness for Marou, and create strong momentum for the brand to bounce back as the economy recovers II INTRODUCE COMPANY'S OVERALL MAROU OVERVIEW Marou Faiseurs de Chocolat is an artisan chocolate manufacturer that produces "bean-to-bar" chocolate in Vietnam, founded by Vincent Mourou and Samuel Maruta in 2011 The current headquarters of Marou Faiseurs de Chocolate is located at 120/4 Street 13, Binh Chieu, Thu Duc District, Ho Chi Minh City Founded in 2010, Marou Faiseurs de chocolat started exporting its first products in 2012 In the years from 2016 to 2020, they have expanded their store size to include locations in TPHCM (District and District 2) and a store in Hanoi Besides chocolate bars, Marou Faiseurs de Chocolat also offers customers chocolate tasting classes hosted by chocolate experts and a wide variety of French-style cakes and drinks whose main ingredient is cacao powder at its café and retail shops-Maison Marou Saigon, Maison Marou Thao Dien, and Maison Marou Hanoi PAGE GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% MISSIONS Marou’s mission is to make world-class chocolate using Vietnamese cacao From the start, they have been committed to strong relationships, quality standards, and sustainability Marou Chocolate sees promoting sustainability as part of its central mission and strategy This takes time and energy, but they believe that leadership in business and sustainability go hand-in-hand In addition, Marou also has a mission to help Vietnamese cocoa farmers have stable jobs and long-term development Geographics III SITUATION ANALYSIS MARKET SUMMARY 1.1 MARKET DEMOGRAPHICS Marou's first target customers consist of a limited number of foreigners living in Vietnam According to an interview with Nikkei " Vietnamese like chocolate, but they really see it as a flavoring, like on a cake or a Choco Pie'', stated the co-founder of Marou, therefore, with the goal of changing the perception of Vietnamese people about how to enjoy chocolate, in recent years Marou has expanded its market share in the Vietnamese market Moreover, Mekong Capital invested in the Marou chocolate brand at the end of March 2021 The unknown amount of funding will be used to assist Marou in reaching a new set of users: local customers According to the latest survey results from market research firm Kantar Worldpanel, chocolate was a commodity with a double growth in consumption volume in the first six months of 2014 in the Vietnam market, compared to the same time in 2013 As a result, the chocolate business has gained 52,000 new customers and boosted average chocolate consumption per family by 24% In rural areas, chocolate-flavored liquids (milk, cereals, etc.) grew by 47 percent, and an additional 675,000 customers chose to buy chocolate products And also that figure has risen in recent years, particularly during the period of social isolation caused by the Covid epidemic Based on above statistics, the suburban and urban areas become one of the geographical sectors in which Marou hopes to increase its market share in the domestic market PAGE GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% Demographics Marou serves chocolate-loving clients aged 18 to 65 Marou's target audiences include people with steady incomes, generation Z, and foreign tourists All of this will be more clearly displayed in the table below DEMOGRAPHICS Nationality Businessmen & Businesswomen Varies (foreigners in Vietnam & Vietnamese people) Generation Z Tourists Vietnam Varies Age 25 - 55 18 - 25 18 - 65 Gender Male & Female Male & Female Male & Female Middle to high income (>10 million VND/month) Lower to Middle ( < 10 million VND/month ) Occupation Varies Student/Working Middle to high income (>15 million VND/month) Varies Education College/University College/University Income Behavior Factors Benefit sought - Customers who are regular consumers find in Marou’s chocolate some of the following benefits: delicious snack, energy booster, health protection, Some foreign tourists buy Marou products as souvenirs Furthermore, every Marou’s product, from design to packaging, is ideal as a gift for Tet, Christmas, or Valentine's Day - Customers who are companies (restaurants, luxury hotels, cafes, bakeries) consider Marou’s products as a material for the production of a range of sweets or dishes in order to serve their consumers Varies Media habit They usually use Google and social media ( Instagram, Facebook… ) to get information or read e-newspaper on website like VnExpress, Vietcetera, Vietnamnet, PAGE GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% TARGET MARKET The first main customers of Marou Chocolate are mainly foreign customers, especially Western customers with strong palates and an interest in bitter chocolate bars with a high cocoa percentage Therefore, at first Marou Chocolate was very focused and promoted the export However, in recent years, Marou has started to open up more to Vietnamese customers Especially when the raging Covid-19 epidemic made it impossible for international tourists to come to Vietnam, causing Marou's revenue to drop, Marou still opened their stores and focused on local customers They now mainly focus on customers from the age of 20 to 55 that live in large cities such as Sai Gon, Ha Noi These kinds of customers are usually people who are financially independent with a medium to high income that want to try a high-quality chocolate or a kind of chocolate that is still good for their health POSITIONING The success story of the Marou franchise is a completely random journey built out of respect for the original Unlike other chocolate companies that will often import ready-made chocolates to melt them and create flavors to save costs, Marou's chocolate is formed from cocoa beans grown from fertile soils in provinces in Vietnam, long-term roasting at not too high temperatures to create a special flavor Marou's chocolates are all made from pure dark chocolate and are completely free of any additives Therefore, the chocolate bar has a bitter taste with the right percentage of cocoa and a wonderful but equally unique flavor combination that has put Marou's chocolate in the "masterpiece" category The New York Times once dedicated a separate article to Marou with the title "The best chocolate You've never tasted" Referring to Marou, besides the taste that is classified as a "masterpiece", it is impossible not to mention the artistic packaging Simple but unique high-quality handcrafted artistic packaging The process of packing each chocolate bar is also done manually by Marou It is the unique design and high-quality handcrafted packaging that give Marou a sense of luxury, which is a big factor in the success of this brand in the international arena With solid foundations in chocolate texture and packaging design, this "Lotus Chocolate'' bar will continue to elevate Marou's position even further Especially since from ancient times until now, Vietnamese people have always considered the lotus flower as the national spirit of the country The introduction of lotus flavor into Marou's chocolate bar will definitely make a big difference with other chocolate lines because it has exploited the quintessence of culture and national traditions Marou's unique packaging this time is designed interwoven with lotus flower motifs in an eyecatching and fresh way, which is suitable for gifting during Tet holidays and also as a spiritual gift for a deeper love PAGE GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% POSITIONING MAP HIGH COCOA PERCENTAGE LOW PRICE HIGH PRICE LOW COCOA PERCENTAGE The figure above shows a comparison between the cocoa content and the price of four brands of chocolate on the market When choosing a chocolate bar, most chocolate-savvy customers focus on the percentage of cocoa, as that is one of the ways consumers judge the quality of chocolate Because consumers are now more health conscious, they know that the higher the percentage of cocoa and the lower the sugar, the healthier the chocolate bar With Marou's characteristics, Marou easily dominated in cocoa percentage However, the price of Marou chocolate is slightly higher than other brands on the market With the taste and behavior of the majority of consumers, they often choose M&M’s because the price is quite low and the percentage of cocoa is acceptable and quite easy to eat, especially for children, or KitKat and Snickers with a higher quality and a reasonable price PAGE 10 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% STRATEGY - 4Ps 5.1 PRODUCT STRATEGY Product Characteristics - Marou Lotus Chocolate 70% is a craft chocolate bar with high-quality All the ingredients are sourced from Vietnam: cocoa bean species called trinitario combined with famous lotus seeds from Dong Thap province The cocoa beans are made from a bean species called trinitario, an 18th century blend of forastero type These beans come from different regions across the southern part of the country, where the climate is suitable for growing cacao such as Tien Giang, Dong Nai, Lam Dong, - This is a one-of-a-kind product inspired by Vietnamese culture and created for Vietnamese people The bitter flavor of cocoa trees grown in the richest soils, mixed with the fleshy flavor of lotus seeds, will result in a chocolate bar that is perfect in every way Therefore, Marou Lotus Chocolate 70% is the product we choose to be the Marou’s signature flavour for promoting Design - Marou Chocolate has long been known for its design and packaging Inspired by the most idyllic things, which are leaves and cocoa beans, along with cloud motifs representing folklore and tropical monsoon climate in Vietnam, the motifs are simple but unique For the packaging to have its own mark, the designers used hand-printed paper from artisans in Cho Lon, while the motifs were silk-screened in the traditional method with luxurious antique gold color There are a total of five packaging models for the five Marou product lines, with colors yellow, red, blue, green, and purple These are the colors of the cocoa beans With a unique design and high-quality handcrafted packaging, Marou's packaging is both beautiful and luxurious, and most of all, contributes to environmental protection - This Lotus Chocolate product is inspired by the lotus flowers that are considered the national spirit of Vietnam, grown in many provinces of the Mekong Delta, especially Dong Thap The design for the packaging this time will be interspersed with lotus motifs and cloud textures in a subtle and impressive way The inclusion of lotus and lotus fragrance in the packaging will be a unique highlight to contribute to honoring Vietnamese culture With the perfect harmony between colors and delicate textures, Marou's chocolate bar is both luxurious and solemn, suitable to be a gift to give on traditional occasions and holidays PAGE 11 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% Service differentiation - A real experience: At Maison Marou, when you walk in from the outside, the first thing you see is not the usual serving counter or tables and chairs, but a really big machine running "shattering" and constantly continuing to "gobble" cocoa beans And this is exactly what Marou wants to bring in the customer experience - a real chocolate making process - Custom-designed boxes: Customers who purchase or more chocolate bars individually or buy in sets have the option of designing their own boxes using available stickers or requesting custom-designed boxes to match the gift's context - Preservation during delivery: Marou offers free bags of dry ice to preserve chocolate from melting for consumers that need to transport chocolate over long distances For orders that require several days of shipping, Marou packages them in insulated boxes to give customers the best quality products 5.2 PRICE STRATEGY 5.2.1 PRODUCT PRICING GOALS Mainly targeting young generation and middle to upper income customers who frequently live in Vietnam's major cities, the product is oriented to pursue profit-oriented goals: Quickly reach the desired profit Expanding domestic market share Increase the maximum number of sales 5.2.2 THE RELATIONSHIP BETWEEN PRICE AND COMPETITOR'S PRODUCT Marou Kit Kat Snickers Kinh Do Quite diverse, no difference between the flavors M&M The variety of model Various choice from normal to special version Diversity Few choice, mainly boost energy Price fluctuates From 50.000 to 100.000 NND From 15.000 to 50.000 VND From 18.000 to 27.000 VND From 38.000 to 70.000 VND From 13.000 to 50.000 VND Customer Reliability High High High Quite high High Brand coverage Mainly distribute in Ho Chi Minh and Ha Noi city Throughout Vietnam Throughout Vietnam Throughout Vietnam Few choice Throughout Vietnam PAGE 12 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% 5.2.3 MAJOR PRICING STRATEGY: VALUED-BASED PRICING When Vietnam opened up to the rest of the globe in the 1990s, the Vietnamese chocolate market was just getting started Vietnamese people's chocolate taste has not yet been set because they have not had the habit of consuming chocolate on a regular basis Most Vietnamese people consider chocolate to be a delightful gift for special occasions such as Christmas, New Year's, Valentine's Day, and so on However, with the advancement of technology, there are now a large number of consumers Consumers are becoming more aware of the health advantages of chocolate and are becoming more interested in this delicious gift Since then, more domestic chocolate brands have risen Therefore, in order to meet the growing demand for chocolate among Vietnamese consumers, we suggest the valued-based pricing The price of the product will be based on the value that the customer perceives through our product We give a price that meets all requirements based on an analysis of the average income of three target clients ( businessmen & business women, generation Z, tourists ), rivals, and the pricing of similar line products OFFICIAL PRICE: 120.000 VND for the 80 gram bar / 60.000 VND for the 24 gram bar Break-Even Analysis Monthly Units Break-Even 2125 Monthly Sales Break-Even 255,000,000 VND Assumptions: Average Per-Unit Revenue 120,000 VND Average Per-Unit Variable Cost 40,000 VND Estimated Monthly Fixed Cost 165,000,000 VND 5.2.4 PRICE ADJUSTMENT STRATEGY Market - Skimming Pricing Strategy At the time the product has just hit the market, we will set a highest price to optimize the profit from the customer willing to spend money for the product (Specifically 120.000 VND) Although the number of sales may be small, the profits are quite large In addition, the initial high pricing does not attract new competitors rapidly As a result, profits are quickly achieved at the previously set level Promotional Pricing Tactics In February 2022, we will set a special price for consumers and businesses that have a partnership agreement to encourage them to promote sales Those who buy chocolate during this particular period will receive a discount if they purchase in big amounts, as well as a membership card and numerous benefits for their next shopping PAGE 13 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% 5.3 DISTRIBUTION STRATEGY 5.3.1 DISTRIBUTION STRATEGY: SELECTIVE STRATEGY Marou's concept is aimed in the high-end segment, and the price is relatively high in comparison to the common ground, so we can only distribute products at certain points of sale such as F & B service chains, restaurants, hotels, online forums, etc The new distribution partners with whom Marou is collaborating in this campaign are listed below MAIN DISTRIBUTORS DESCRIPTION Airport Lounge The Golden Lotus Lounge is located at airports across the country, for customers traveling with business class tickets Coming to the lounge, customers can relax and enjoy dishes from savory dishes to desserts Placing lotus chocolate on the dessert counter in the waiting room will be tried and known by customers, reaching high-level customers Pizza 4P’s The pizza chain 4P's has more than 11 stores located in the three biggest cities in the country The pizza shop specializes in cheeses, and the desserts are also highly rated by users The combination of desserts with Lotus Chocolate products will make users quite excited about the strange experience The large number of guests will help their products be known and tasted by many people An Nam Gourmet An Nam Gourmet was established in 2012, until now, there are nearly 10 stores with most of them concentrated in Ho Chi Minh City and located in busy residential areas and large commercial centers As a large, reputable supermarket chain, there are many customers visiting to buy Distribution of lotus chocolate products at this place will be known by many consumers Amanoi A five star franchise hotel in Vietnam Here, visitors will be able to taste a variety of distinctive cuisine, ranging from main dishes to desserts In collaboration with the launch of this new product line When customers arrive at Amanoi on Valentine's Day, Chocolate Marou will be used in many dishes to create a special menu PAGE 14 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% 5.3.2 CHANNEL DESIGN DECISION Using both Traditional channel and Modern channel to distribute Lotus Chocolate 5.4 PROMOTION STRATEGY 5.4.1 ADVERTISING: CLIP ON SOCIAL MEDIA 5.4.1.1 GOALS Marou's promotion is aimed at customers aged 18 to 35 who have a strong interest and love for chocolate This ads is focused on promoting a new classic flavor - Lotus Chocolate for Tet holiday & Valentine seasons through the campaign from January to April with the core message: Marou be your Soulmate Our target is to achieve 500k views on YouTube and 5k Facebook reactions 5.4.1.2 ADVERTISING MESSAGE Tet is a time when everyone in the family gets together However, there are still some expats who are unable to return to their homes and will always feel lonely and unloved Marou takes the role of a soulmate, accompanying them on their special holiday, despite a lack of laughter but happy all the time Moreover, we wish to be by your side through Valentine seasons With Marou’s chocolate, you will never be alone PAGE 15 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% 5.4.2 PUBLIC RELATION 5.4.2.1 PRESS AND MEDIA 5.4.2.2 CHARITABLE DONATION Creating content about quality, values of bean-to-bar chocolate, brand future vision and journey to new product on Vietcetera pages Besides, sharing some Marou chocolate dessert recipes that housewives can try at home with the participation of masterchef Luke Nguyen Deduct 10% of profits to contribute to the Vietnam vaccination fund in the hope of participating on disease prevention 5.4.3 DIRECT MARKETING 5.4.3.1 WEBSITE 5.4.3.2 E-COMMERCE Use Visual design tool to establish uniformity, specialization, and professional for new products on Maison Marou and Marou Chocolate website Many firms now use the e-commerce platform as a potential communication channel We are confident that the promotion plan will be expanded if we acquire assistance and investment collaboration Increasing advertising on ecommerce channels such as Shopee, Lazada, etc 5.4.4 SALES PROMOTION 5.4.4.1 MINIGAME ON SOCIAL MEDIA (FACEBOOK): 03/01/2022 - 11/01/2022 OBJECTIVES CHOCOLATE LOVERS (Ho Chi Minh & Hanoi) Awareness 7000 people hear, know about Lotus Chocolate through the campaign Acceptance 5000 chocolate lovers believe in Marou, the quality of the product and talk about it, share moments with Marou Action 3000: make review, recommendation, gifts; follow fanpage and join the online minigame PAGE 16 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% Topic: Moment with Marou Hashtag: #MomentwithMarou #Maroubewithyou #LotusChocolate #beantobarchocolate Activities: All participants are required to take photos with their loved ones with Marou's chocolate Then, using the hashtag, share the photo publicly on their personal Facebook profile Marou will send a special gift to the post with the most interactions 5.4.4.2 ACTIVATION BOOTH With the objective to raise brand awareness and better understand customer needs We propose to open many product display booths in large shopping centers such as Vincom Center and Aeon Mall with many activities such as trying new product lines and games to attract both target and potential customers coming to join and experience The plan to launch from March 15, 2022 to June 30, 2022, the activation booths aims to warm up marketing activities for Marou products after previous campaigns This is also the period when the process of deploying, advertising and selling products gradually stabilizes 5.4.4.3 CHOCOLATE EXHIBITION - Time: 12/01/2022 - 18/01/2022 - Location: White Palace [ 108 Pham Van Dong street, Hiep Binh Chanh ward, Thu Duc, Ho Chi Minh city ] - Ambassadors: Tang Thanh Ha & Khoai Lang Thang PAGE 17 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% Name Tăng Thanh Hà Khoai Lang Thang Characteristics matching with Marou’s brand images She has a great influence, is a person with high and delicate culinary taste when she was invited to be a judge of the master chef season and she is also the owner of many famous restaurant chains Travel vlogger, often shares many culinary cultures in the world, especially Vietnamese food In addition, he also has a large number of followers on his Youtube channel Followers on social media 2,1M 1,76M Content tactic - Value of bean-to-bar chocolate to her healthy diet and beauty plan - Share how to taste chocolate in two ways “Chocolate is the confectionery to wine”: Tradition: chocolate with Vietnamese teas and cakes Classy: chocolate with fine wine (especially with vin rough, vin blanc…) - Her choice for a chocolate gift set to family and partners on festive season Share his thoughts about experiencing the cocoa bean production process on Vietnamese farms in the Mekong Delta Content - Tagline: Got Marou, got true chocolate - Message: Increasing consumer awareness of Marou chocolate in Vietnam Honoring the manufacture of handcrafted chocolate, as well as initiatives to extend the market for cocoa trees, so improving farmers' incomes This exhibition provides an opportunity to collaborate with restaurants, hotels, and resorts that share Marou's aim in terms of development Customers will also have the opportunity to sample and completely experience the process of creating the famous Marou chocolate bars, which are known for their high quality and unique flavor - Describe: The exhibition will be divided into two sections: classic and new products The Lotus Chocolate will be displayed in the second section with banners to attract visitor’s attention In addition, visitors can not only try the new chocolate flavor, but also attend the hand-packing of chocolate We believe that with this strategy, Marou will meet its objectives and increase its market share in future PAGE 18 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% V ACTION PLAN Action & Comments Timeline PHASE 1: PREPARE Create a campaign for new product 10/11/2021- 20/11/2021 Choose and complete the packaging design and color for new Marou Chocolate product 20/11/2021- 30/11/2021 Complete website for product demonstration 25/11/2021- 20/12/202 Announcement of the upcoming launch of a new product of Marou 21/12/2021- 31/12/2012 Sending chocolate bars to dynamic KOLs to combine promotion for new product 21/12/2021 - 31/12/2021 PHASE 2: LAUNCHING Officially launching the new Marou products on Marou official Fanpage 01/01/2022- 02/01/2022 Promoting communication on social media with a minigame called “Moment with Marou” 03/01/2022 - 11/01/2022 Event - Chocolate Exhibition 12/01/2022 - 18/01/2022 Airing articles talk about products and an interview with the founder of Marou on VnExpress, Vietcetera, Run advertisement Marou be your Soulmate on Youtube and Facebook 15/01/2022 - 15/02/2022 20/01/2022 - 14/02/2022 Launching activation booths in shopping malls (Aeon mall, Vincom center, ) 15/03/2022 - 30/6/2022 Maintain business operations and maintain sales activities 07/2022 - 11/2022 PAGE 19 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% V ACTION PLAN Marketing Expense Budget Content Estimated budget Distribution channel (Airport Lounge, Pizza 4P’s, An Nam Gourmet, Amanoi) 300.000.000 VND Website (updating and adding new product based on the available one) 10.000.000 VND Advertisements (clip on social media) 80.000.000 VND KOLs (Luke Nguyen, Tang Thanh Ha, Khoai lang Thang) 200.000.000 VND Organizing minigame 20.000.000 VND Events (chocolate exhibition and activation booths) 500.000.000 VND Cost incurred (crisis handling, support, keeping contact with closed press and media, ) 60.000.000 VND Total 1.170.000.000 VND VI CONTROLS Implementation We're putting in place strict control procedures to keep a close eye on quality and customer service satisfaction As a result, we will be able to respond rapidly to any problems that may arise Monthly sales (by segment and channel) and monthly expenses are two warning signals that will be watched for indicators of deviation from the plan PAGE 20 GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% Contingency Planning Agents Budget Problem Possibility Affect Solution Lack of budget Medium High Estimate of expense incurred; contact early with partner to update prices Budget overruns Low Low Planning and rational use of budget Communication Customers and target audiences not respond to the campaigns Medium High Understand customer psychology and needs and making realistic plan Other risks Unexpected problems: Clip “Marou be your soulmate” failed Low Medium Has a professional crisis management team, has a detailed plan for the possible risks PAGE 21 REFERENCES Gillor, M (2021, October 13) Vietnam’s Craft Chocolate Movement Is At A Crossroads Retrieved from Vietcetera: https://vietcetera.com/en/vietnams-craft-chocolate-movementis-at-a-crossroads Management, O (2015, September 18) From Bean to Bar: Expatriates in Vietnam Taste Sweet Success Retrieved from Knowlegde Wharton: https://knowledge.wharton.upenn.edu/article/from-bean-to-bar-expatriates-in-vietnamtaste-sweet-success/# NAM, C t (n.d.) SOCOLA THƯƠNG HIỆU VIỆT- TIỀM NĂNG VÀ THÁCH THỨC Retrieved from Chocolate Figo: https://www.chocolatefigo.com/socola-thuong-hieu-viettiem-nang-va-thach-thuc News, V N (2020, November 20) Vietnamese chocolate products have a chance to enter to global market Retrieved from Viet Nam News: https://vietnamnews.vn/economy/809004/vietnamese-chocolate-products-have-chanceto-enter-to-global-market.html Phillip Kotler, K L (2011) Marketing Management 14th Edition New Jersey: Pearson Highered Sam Maruta, V M (n.d.) Marou Faiseurs De Chocolat Retrieved from Marou Chocolate: https://marouchocolate.com/vi/ Vietnam, B (2014, February 25) The Key To Chocolate Confectionery Market In Vietnam Is Cheap Price? Retrieved from B&Company Vietnam: https://b-company.jp/chocolate-en/ Wamucii, S (n.d.) Vietnam Chocolate Market Insights Retrieved from Selina Wamucii: https://www.selinawamucii.com/insights/market/vietnam/chocolate/ WORDS COUNT: 5543 ... UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING MAKETING MANAGEMENT SUBJECT NAME: MARKETING PLAN FOR NEW PRODUCT MAROU LOTUS CHOCOLATE 70% Majors: MARKETING Major: MAKETING MANAGEMENT Teacher... result in a chocolate bar that is perfect in every way Therefore, Marou Lotus Chocolate 70% is the product we choose to be the Marou? ??s signature flavour for promoting Design - Marou Chocolate. .. shops-Maison Marou Saigon, Maison Marou Thao Dien, and Maison Marou Hanoi PAGE GROUP MITUBACANA MAROU LOTUS CHOCOLATE 70% MISSIONS Marou? ??s mission is to make world-class chocolate using Vietnamese