tìm hiểu và phân tích chiến lược kinh doanh của cửa hàng bánh ngọt Tous Les Jours của team MILK TEA đến từ trường Đại học Mở Thành phố Hồ Chí Minh môn Marketing căn bản (Có cả slide và word). Hello, We are students of the Banking and Finance major of the Open University. During this semester, we will be working on a final project with the goal of completing the Marketing course. The main focus in this project was to understand, analyze the marketing program and marketing strategy for that company. How do they create a competitive advantage over other brands and how do they target their customers? This question has been answered after the research of a company of CJ group CJ Foodville.
I PROJECT Researching and analyzing the marketing market of organic bakery Tous les Jours in Vietnam Class: TN19DB01 - Banking and Financial Sector Team: Milk Tea Members: Trần Hoàn Thiên Ý (Leader) 1954030176 Tô Thị Vân Tú - 1954032408 TABLE OF CONTENTS Preface II Executive summary History of company Business philosophy Slogan III Marketing Environment Micro Marketing Environment Macro Marketing Environment .6 IV F&B research industry .7 What is F&B? The F&B Opeeration .8 Food and Beverage Service Objectives Why did we choose F&B Service? V Tous les Jours Marketing 10 Brand Equity 10 Marketing Segmentation .10 Target Marketing 11 Characteristic of the target market .11 Positioning 11 SWOT Analysis 12 VI Marketing mix 13 Marketing mix-4Ps 13 Product Life-Cycle Strategies of TLJ 15 Customer behaviour .16 Targets customer’s insight 21 VII Execution plan & Budget 21 Execution plan 21 Budget 22 VIII Evaluation .23 IX I Preface Hello, We are students of the Banking and Finance major of the Open University During this semester, we will be working on a final project with the goal of completing the Marketing course The main focus in this project was to understand, analyze the marketing program and marketing strategy for that company How they create a competitive advantage over other brands and how they target their customers? 10 In January, 15,000,000 VND over 30'' spot Total cost per month is 465,000,000 VND 175 From February to June, we reduce the duration to 15” / spot is 9,000,000 VND, total cost is 1,350,000,000 VND 176 − Broadcast after the program "Ngẫu hứng sao" in February and March with a duration of 15 "/spot price of 10,000,000 vnd, Total cost is 590,000,000 VND 177 − Invite KOL (Singer: Min) + the cost for commercial film is 800,000,000 VND 178 − Facebook Ads: Running ads on facebook 10,000,000 VND/month, 12 months is 120,000,000 VND 179 − Instagram Ads: Running ads on instagram 12 months is 120,000,000 VND 180 − Magazine “Tiếp thị gia đình”: Issue of newspapers in months (4, 5, 6) costs 150,000,000 VND 181 − Website maintenance price: 2,415,000 VND /year 182 Budget: 183 184 Time Activities (1 year -2020) Budget - In January, Total cost per month is “Món ngon ngày” 465,000,000 VND 1,815,000,000 VND prgram - From February to June, total cost is 1,350,000,000 VND "Ngẫu hứng sao" months (February 590,000,000 VND program and March) Invite KOL (Singer: Min) + commercial month (January) film 800,000,000 VND Facebook Ads 12 months 120,000,000 VND Instagram Ads 12 months 120,000,000 VND Magazine “Tiếp thị months (April, May, 150,000,000 VND gia đình” June) Website price Total maintenance 12 months 2,415,000 VND 3,597,415,000 VND 185 186 VIII Evaluation: 187 Tous les Jours is taking the right steps and has the necessary support on the way to mastering the fresh bread market in Vietnam However, that road is not easy when competing with foreign enterprises such as Brodard, Givraly, Breadtalk or domestic enterprises with strong capital such as Kinh Do, capital contribution from foreign enterprises such as ABC or Bao Ngoc , and especially her compatriot Paris Baguette This is like a sprint of bakery businesses to one promotion, two losses in the fierce market 188 Thanks to this project, we learned a lot through their interesting Marketing Strategies and lots of useful information like how they entered the Vietnamese market, their products are chosen by Vietnamese consumers choose choose and trust, etc Moreover, not only learn but also know a lot of marketing strategies about F&B industry used by brands LIST OF MEMBERS Name Work assignment Point - Do word, powerpoint - Collect articles from members in the group and edit to make the complete Trần Hoàn Thiên Ý article (Leader) - Find information and data about Marketing mix – 4Ps, Execution plan, Budget, Evaluation and control Tô Thị Vân Tú - Find information and data about STP, SWOT analysis - Make 11 surveys of Customer Behaviour Võ Lê Ngọc Hân - Find information about Executive summary, Marketing environment (Micro and Macro marketing environment), Research on industry 189 ... students of the Banking and Finance major of the Open University During this semester, we will be working on a final project with the goal of completing the Marketing course The main focus in this... 1500 pastry shops present in Korea, USA, Indonesia, Philippines, China and Vietnam are doing business in the form of franchising Starting a business in Vietnam with the first store at 180 Hai... of the CJ group The adoption of the name Tous les Jours was a guise of CJ According to the company's general director of communications, this name will remind customers of the bread capital of