(TIỂU LUẬN) marketing plan sunhouse slimbio ro water purifier

UNIVERSITY OF ECONOMIC AND FINANCE FACULTY OF ECONOMIC MARKETING PLAN SUNHOUSE SLIMBIO RO WATER PURIFIER Subject: Marketing Management Lecturer: Bardeleben Paul Group: 4- Mozart Phạm Ngọc Linh Vi Nguyễn Thành Đạt Trần Thế Vỹ Nguyễn Ánh Ngọc Nguyễn Anh Duy Table of content Company introduction 1.1 Introduction 1.2 History of Formatic & Development 1.3 Vision 1.4 Mission 1.5 Core values Executive Summary Situation Analysis 3.1 Market Analysis 3.1.1 Market Growth 3.1.2 Market Demand 3.1.3 Market Trend 3.1.4 Market Size 3.1.5 Market Share 3.2 PESTEL Analysis 3.2.1 Political: 3.2.2 Economic 3.2.3 Social 10 3.2.4 Techology 10 3.2.5 Environment 11 3.2.6 Legal 11 3.3 Five Forces Analysis 12 3.3.1 Bargaining power of Buyer 12 3.3.2 Degree of Rivalry 12 3.3.3 Threat of New Entrants 12 3.3.4 Bargaining Power of Suppliers 12 3.3.5 Threat of Substitutes 12 3.4 SWOT 13 3.4.1 Strength 13 3.4.2 Weakness: 13 3.4.3 Opportunity 13 3.4.4 Threats 13 3.5 3.5.1 Kangaroo 14 3.5.2 Sunhouse 15 3.6 Competition 16 3.7 Marketing Objective 16 Marketing Analysis 17 4.1 Target Segmentation 17 4.1.1 Demographic and Geographic 17 4.1.2 Psychographic and Demand 18 4.2 Positioning 18 4.3 Product offering 20 4.3.1 Design 20 4.3.2 Feature 20 4.3.3 Performance 21 4.3.4 Upgrade 21 4.4 Competitive Framework 14 Marketing Mix – 4Ps 21 4.4.1 4Ps- Product 21 4.4.2 4Ps- Price 22 4.4.3 4Ps-Place 23 4.4.4 4Ps-Promotion 24 Financial Summary 27 Company introduction 1.1 Introduction SUNHOUSE group Jsc, formerly known as Phu Thang Co., Ltd, was established on 22/5/2000 In 2004, SUNHOUSE took joint venture with SUNHOUSE Co., Ltd, Korea, established SUNHOUSE Vietnam Co., Ltd 1.2 History of Formatic & Development With 18 years of establishment and development, Sunhouse is proud to be the leading bird of the Vietnamese household industry - In 2000: Sunhouse group, formerly known as Phu Thang Co.,Ltd, was established on - In 2004: Sunhouse took joint venture with Sunhouse Korea Co., Ltd, established SUNHOUSE Vietnam Co., Ltd - In 2010: Sunhouse is officially named Sunhouse Group Joint Stock Company, investing in many diverse fields ( Household goods, home appliances, kitchen equipment, industrial electrical appliances - In 2014: Expand the business area of civil electricity - In 2018: Raise the vision New face Next step to success 1.3 Vision Being the leading brand in South East Asia in the home appliances field, Sunhouse always strives to provide safety health to consumers and to meet the needs of the majority of consumers in the region Moving forward is a global brand 1.4 Mission Continuously research and apply advanced technology to help the majority of consumers have the opportunity to use high-end products with reasonable prices 1.5 Core values - Creative: Sunhouse is constantly pursuing new ideas and challenging ourselves to create new opportunities - Understanding: Always listening and caring for the needs and expectations of colleagues, customers, agent and shareholders - Standard: Give the trust to the people with genuine words, express the words that go with the action and take responsibility for what you Executive Summary - Constantly researching and applying modern science and technology to improve quality; bringing to the market products with eye-catching aesthetics - excellent quality and absolute safety for consumers' health - Building an ecosystem of "Vietnamese happy kitchen", creating a value chain to complete a modern kitchen Meeting all the needs of customers from home appliances, kitchen equipment to clean ingredients, delicious cooking spices - Meets drinking water standards directly according to QCVN06 1:2020/BYT,3 convenient water modes: Hot - Cold – RO, 360-degree block cooling technology - for cold water up to degrees deep & for longer machine life than conventional chip technology water purifiers Situation Analysis 3.1 Market Analysis 3.1.1 Market Growth The report "Vietnam water purifier market by technology, sales, forecast and competitive opportunities 2011 - 2021" of TechSci Research From 2016 to 2021 also gives a positive forecast of the growth rate of up to 12.4% Obviously, in less than a decade, the water purifier market in Vietnam has witnessed a lot of changes, with the transformation of the old and the entry of new people It can be said that this market has never been as quiet as it seems 3.1.2 Market Demand The demand for clean water and the trend of equipping water purifiers with full hot and cold functions have also developed in recent years, helping to save time, be more convenient and safer for users Besides, in the past time, the Covid 19 epidemic broke out, people improved their health protection, so water purifier products are also a top choice 3.1.3 Market Trend Currently, the market has more than 400 different brands of water purifiers, the brands are mainly from the US, Japan, Korea, Taiwan, Thailand, Malaysia, Vietnam or joint venture with Vietnam Targeting the vibrant market in Vietnam Not only diverse in models, types, origins, water purifier products on the market today have a large price difference from a few million to tens of millions of dong/product 3.1.4 Market Size Houseware Electric Electrical Kitchen Kitchen Electrical Appliances Refrigeration equipment utensils Anodized pot set Electric cooker Non-stick pan Electric Air filter pressure cooker Stainless steel pot set Fryer oil Aluminum pot Pressure cooker Stainless steel pot Air conditional Hood Double Induction Cooker without Household water purifier Infrared Induction Cooker Kitchen infrared Air purifier Double infrared cooker Electromagnetic Air cooler - Positive gas stove Air stove conditioner fan Oven Freezer Negative gas stove Food storage boxes Domestic appliances Led Downlight Cleaning set LED Bulb Cooking utensil LED Tube Lights Led Mushroom Lights Semicircular tube lights Ceiling Led Lights 3.1.5 Market Share 3.2 PESTEL Analysis 3.2.1 Political: Vietnam is a socialist nation with a stable and interactive political climate and a growing legal framework that provides possibilities and circumstances for enterprises to plan production and operations With a generally stable political climate, the legal system has strengthened, providing possibilities and circumstances for businesses to organize their production and operations To protect the interests of consumers and the country of genuine manufacturing enterprises, the government has made provisions of the law on standards, technical regulations, the law on industrial property copyright, and regulations on packaging and labels for electronic and electrical household products This is the basic as well as shaping for Sunhouse in building the image and brand of the product SLIMBIO RO WATER PILTER products ensure technical standards as prescribed by law 3.2.2 Economic Since 1986, Vietnam has consistently innovated, adopted economic and political strategies, and evolved into a low-middle-income nation that is no longer backward, rather than a poor country complaining In recent years, there have been complex worldwide variations Vietnam, on the other hand, has maintained a positive growth rate over the years, with a projected growth rate of 1.82 percent in 2020 (due to the negative impact from the COVID-19 epidemic) However, in comparison to other nations in the area, Vietnam's economy has been highly praised and steady in recent years, owing to its strong growth rate Various nations have implemented social isolation measures, limited many activities, and forced many industrial companies to temporarily close as a result of the Covid-19 epidemic, all of which have had a significant impact on consumption a significant reduction However, by implementing excellent illness preventive and response measures in response to Covid-19, Vietnam has been able to stave off a severe economic downturn Vietnam's economy was severely impacted by the COVID-19 epidemic as a result of its deep economic integration, but it also demonstrated remarkable resilience.If Vietnam successfully stops the spread of the virus, the economy is expected to increase by 5.64 percent in 2021 At the same time, export-oriented manufacturing industries fared well, and domestic demand recovered quickly During the pandemic, consumers began to be more-strict with consumables, careful selection, sure for a good product as well as a reasonable price, can achieve satisfaction SLIMBIO RO WATER PILTER products are not only an opportunity to prove to consumers about product quality and reasonable prices, but also a challenge to products during this time 3.2.3 Social The population of Viet Nam is around 98 million people, with an average age of 32.9 years and 37.34 percent of the population residing in urban areas, according to UN figures As a result, Vietnam has a sizable share of the working-age population The country's predominant religion is Buddhism, and its primary language is Vietnamese Men have a 93-year life expectancy, while women have an 81-year life expectancy The country's middle and upper classes are fast expanding, and their members have a tendency to travel more than in earlier decades This is a great opportunity for SLIMBIO RO WATER PILTER products to get closer to customers 3.2.4 Techology The world is using RO water purification technology, also known as reverse osmosis membrane (Reverse osmosis membrane) water purification technology, is the most effective water purification method available today This technology uses an ultrathin filter, with the openings being microscopic pores of 0.001 micrometer size (only one thousandth of a human hair) that we have to use a microscope to see this filter only allows molecules smaller than the filter pore size to pass through, so it can block 99.99% of pollutants in water such as heavy metals, bacteria viruses, pesticides, Only water molecules can pass through Dirt, bacteria, heavy metals that not pass through are taken out through the wastewater, that's why people often mention RO water purifiers with wastewater RO technology gives you pure drinking water without having to reheat 10 4.1.2 Psychographic and Demand Main Dimension Segmentation Variables Typical Breakdowns Values Innovators Many features Increase product durability Price goes hand in hand with quality Safe Design Touch control Easy to clean Elegant and luxurious design Psychographic Water quality certification, prestigious brand, specialized in water purification, warranty regime, modern technology, number of filter errors, water saving Demand Target customers Age Income Location Search benefits Segment Woman (mother) in the family 25 - 59 Segment Men and women (exerciser) From medium to high Rural and urban Focus on family health, convenience, time saving, high quality From medium to high Rural and urban Focus on nutrition, focus on health 20 – 50 4.2 Positioning Currently in Vietnam, Sunhouse is gradually asserting product prices with good product quality 18 HIGH PRICE HIGH QUALITY Kangaroo KG10A3 KAROFI WATER FILTERS KAQ-P95 19 The SUNHOUSE Positioning Among Rivals Points of Parity (PoPs) High-end segment water purifier Equipped with 10 Imported Filters High safety feature Points of Difference (PoDs) Slimbio SHA76213CK 2021 360 degree block cooling technology Karofi KAQP95 2021 Smax American technology Modern touch control for water intake AioTec smart technology connects wifi Conventional control buttons High quality RO made in Korea RO Purifim filter RO 50 GPD made in Korea 4.3 Kangaroo KG10A3 2021 By Electronic Chip Product offering Polluted water is the leading cause of serious health problems Sunhouse is proud to offer a solution of pure clean water, with the new generation of water purifier Slimbio R.O 4.3.1 Design • It is a new high quality water filter product • With a minimalist, modern design Compact, save 15% area • Suitable for any space, interior style in the house • The glass cabinet cover overflows, easy to clean • The faucet is designed with 304 stainless steel, safe, durable, good heat resistance, minimizing water leakage rate 4.3.2 Feature 20 • A single faucet with modes, hot and cold, usually meets many needs of customers 360-degree block cooling technology - for cold water up to degrees deep & for longer machine life than conventional chip technology water purifiers • 10-core filter with levels of coarse filtration ensures clean filtration and effective protection of the RO membrane • Removes 99.99% of harmful agents thanks to RO membrane DOW Filmtec (USA) • mineral cores add minerals, sweeten the water 4.3.3 Performance • Going through the coarse filter, essence filter and mineral edema, the machine will filter out contaminated domestic water, unpleasant odors, impurities, harmful viruses 4.3.4 Upgrade • Child safety lock feature • Automatically stops when inlet pressure is too low • Automatically shuts off when the water tank is full 4.4 - - Marketing Mix – 4Ps 4.4.1 4Ps- Product • Design Slimbio product, which is a high-end product line of Sunhouse, with a modern and slim minimalist style, saves 15% of space compared to conventional machines, impressive with all areas, no time Tempered glass overflows edge, luxury and simple color, easy to clean Design single faucet with 304 stainless steel structure, anti-rust, along with rotary buttons of modes, to meet the needs of each user Smart connector cut-out reduces installation time by 70% Superior touch control design • Feature Using block cooling technology Combined with the monitor mechanism, making the water cooled and stable by 2.5% compared to conventional machines 21 - Warning when the water tank is empty - Anti-shock ELCB system, ensuring for users • Performance a Set of upstream prefilters SUNHOUSE SHA-WF123 is composed of coarse filters, made of transparent PP material, safe and easy to observe: - Filter core 1: PP core Micron: Remove impurities, dirt size > micron; increase the life of successive cores.Activated carbon (granular) GAC filter cartridge: - Filter core 2: Partially adsorbs organics, heavy metals, pesticides, odors, etc - Filter core 3: Cation filter core: Treats water contaminated with limestone, softens water b The R.O DOW Filmtec filter (USA) and a quality pre-filter with filter errors with different functions: - Filter core 4: Imported from Korea, the RO reverse osmosis membrane removes all pollutants, heavy metal ions, bacteria, organic compounds, amoeba, arsenic, and other contaminants, leaving the water perfectly pure - Filter core 5: Flavoring core, pH balancing, mineralization, and natural sweetness for water are the five cores of the filter - Filter core 6: Mineral stone core, which provides the body with trace minerals such as iron, calcium, magnesium, and other minerals found in nature - Filter core 7: Alkaline generator core, which raises the pH index, produces alkaline water, and neutralizes excess acid in the body - Filter core 8: Polarizes water molecules, making it easier for the body to absorb water - Filter core 9: Bactericidal core (nano silver) kills germs, deodorizes, balances pH, adds minerals, and gives water a natural taste c Provide beneficial minerals - Filter Core 10: ORP core produces water with a high pH and low electrolytes, reduces oxidation, and provides clean, safe water 4.4.2 4Ps- Price Products Slimbio SHA76213CK-S Slimbio SHA76214CK-S Price 12.999.000 VND 12.800.000 VND 22 In the table is price of Slimbio at official store of Sunhouse According to a Deloitte research on the Vietnam consumer survey 2020, the majority of customers choose to buy consumer electrical items via supermarket chains, shopping malls, and enterprise store systems, - Accounting for around 80% of the total - About 15% of purchases are made through traditional commercial channels - The online commerce channel accounts for around 5% of total sales Sunhouse creates and delivers multiple pricing methods based on the market by understanding and feeling the requirements and wishes of consumers To be able to get into the high-end market with the Slimbio water purifier product line Brands like Kangaroo and Karofi compete by offering items at reasonable pricing to consumers The value - For partners (customers) who are electronics supermarkets such as Dien May Xanh, Cho Lon, and others, the value is quite high The price will be negotiated/ - For conventional electronic shop dealers (level agents) Sunhouse will give discount to agents who sign a contract with them - Sunhouse gives customers incentives and prizes in addition to prices for items purchased at Sunhouse's system stores 4.4.3 4Ps-Place Plan 1: Showrooms for sunhouses -> customers Sunhouse's website is https://sunhouse.com.vn/ customers may pick from a variety of options and purchase online to earn rewards At the showroom: Sunhouse showrooms may be found in all provinces and towns around the country Plan 2: Sunhouse — Customers interact with an electronic supermarket system - Supermarket: Coop.mart, Big C, Dien May Xanh Cho Lon Nguyen Kim Media Mart PICO Digicity Lazada Tiki 23 - Shopee Customers choose supermarket chains, shopping malls, and a system of business outlets based on a full introduction, selected items, gift policies, promotions, and assistance Approximately 80% of the population takes this type Plan 3: Sunhouse — Traditional store (level agents) Customers prefer brick-and-mortar establishments because they are simpler to barter with on price This type accounts for around 15% of all transactions Slimbio water purifier products are available in all provinces, both conventional and online, and are easy to find, buy, and use 4.4.4 4Ps-Promotion Advertising program • Advertising objectives: Popular forms of advertising, easy to reach users, so that customers can add options, refer to Sunhouse's filtered water • Messaging: To show that Slimbio is a family brand, we send out the same message to all of our customers: "choose purity - live comfortably” • Advertising budget ❖ Social network ads Purpose: + Use social ads to present new product features to customers and debut products to the market + Increase brand awareness (Brand Awareness) Youtube: Advertising on channel SUNHOUSE GROUP, Dien May Xanh, etc Facebook: Carousel AD With the Sunhouse Group channel, videos are advertised to reduce advertising costs 24 Use promotional videos on other youtube sites with a price of 50 VND/view Use promotional on Facebook with a price of 500 VND/view View needed: 10.000.000 Total budget: 500.000.000 VND ❖ TV Ads Sunhouse always promotes the content of television advertisements to suit each period and catch up with consumer trends The program will introduce slimbio R.O water purifier product VTV3: 2021 - 2022: Sunhouse co-sponsor: program " Dau Truong Am Thuc" VTV1: 2023: Sunhouse co-sponsor: program " Am Thuc Duong Pho" Time: 15s/TVC Total: 2.000.000.000 VND ❖ Pano ads Location: Board Door To Tan Son Nhat Airport, Ward 2, Tan Binh District, Ho Chi Minh City Time: 2021- 2023 Total Budget: 1.200.000.000VND 25 Location: 325 Giai Phong, Dong Da, Hanoi Time: 2021- 2023 Total Budget: 1.505.000.000 VND Leaflet Location: Supermarket - Electronics supermarket in nationwide Time: First months of 2021 Total budget: 360.000.000 VND Purpose: Increase brand awareness (Brand Awareness) ❖ Brand ambassador 26 Purepose: Conveying information, trust, and product quality with the brand representation of football player Tien Linh - 750 million VND for hours photo with Slimbio - 1.800 million VND for using image on mass media during months - 750 million VND for billboard during months - 350 million VND for posts on Fanpage TIEN LINH (50 million VND/post) Total Budget: 3.650 million VND • Evaluate: It is important to evaluate our marketing approach to ensure that it accurately reflects Sunhouse Slimbio RO's overall effectiveness Sunhouse must track essential aspects of their marketing plan, such as profitability, promotion efficacy, and consumer perceptions of the product The Sunhouse marketing team has access to research processes and measuring facilities to aid in the evaluation process Financial Summary 5.1 Sale forecast Million VND - In the above table, Slimbio RO water purifier is forecasted with revenue and sales volume from 2021-2023 2021 2022 2023 Total Source Units Sales Units Sales Units Sales Units Sales SHA76213CK-S 3200 41.597 3500 45.497 2500 32.498 9200 119.591 SHA76214CK-S 3500 44.800 3800 48.640 3000 38.400 10300 131.840 Total 6700 86.397 7300 94.137 5500 70.898 19500 251.431 • Total units sold: 19500 • Revenue: 251.431 Million VND 27 - The bar chart below depicts our sales prediction from 2021 to 2023 for SHA76213CK-S and SHA76214CK-S 100,000 90,000 80,000 70,000 60,000 48,640 44,800 38,400 50,000 40,000 30,000 20,000 41,597 45,497 2021 2022 32,498 10,000 - SHA76213CK-S 2023 SHA76214CK-S SALES FORECAST SLIMBIO FROM 2021 TO 2023 Proportion of sale per year 28% 34% 2021 2022 2023 38% 28 The Slimbio RO water purifier was originally introduced in 2021 to coincide with the Lunar New Year celebrations with family The machine's sales increased by 34% as a result of this occurrence The demand for water is high, and according to the product's assertion, with the quality that Slimbio RO provides, the product will account for 38% of the previous year's sales in 2022 Sunhouse, on the other hand, may improve the product while decreasing its usage 5.2 Marketing budget - This table show our advertising campaigns for years Content Advertising Campaigns Advertising On Sunhouse channel Advertising On Dien May Xanh (Social network Ads) channel Advertising On Facbook Budget (Million VND) 100 150 250 Advertising On VTV3 – “ Dau Truong Am Thuc” Advertising On VTV1 – “ Am Thuc Duong Pho” 1.300 700 Pano advertising in TAN SON NHAT AIRPORT Pano advertising in 325 Giai Phong, Dong Da, Hanoi 1.200 1.505 Brand Ambassador – Tien Linh Using image on mass media during months 3.867 1.800 Billboard during months 750 Posts on Fanpage TIEN LINH hours photo with Slimbio 350 750 Leaflet for first months of 2021 360 Total 13.082 Million VND  Marketing expenses for the SHA76213CK-S and SHA76214CK-S account for around 5,2% of overall income, according to Sunhouse Group's prediction 29 - We decided to deduct 7,76% of total revenue for marketing budget, so it wil be 7,76%x 251.431= 19.526 million VND - The following table shows the figures of our estimated marketing budget for SHA76213CK-S and SHA76214CK-S Million VND Expense 2021 2022 2023 Advertising (67%) 5.789 4.052 3.242 Promotion (20%) 1.728 1.210 968 Retailer discount (4%) 346 242 194 Distribution channel (7%) 605 423 339 Other (2%) 173 121 97 8.640 6.048 4.838 Total - The following bar chart shows the total marketing budget for SHA76213CK-S and SHA76214CK-S 7,000 6,000 5,000 Advertising (67%) 4,000 Promotion (20%) Retailer discount (4%) 3,000 Distribution channel (7%) 2,000 Other (2%) 1,000 2021 2022 2023  Most of our marketing budget use for first and second year, so we can get maxium volume units we want In 2023, we are going to reduce more than 50% compared to first year, in order to lauchned new product 30 CONLUSION The marketing plan for the SLimbio RO water purifier in Vietnam is depicted in this paper Sunhouse will be able to brand affirmation at water purifier market in Viet nam and able to achieve sales goals, which will offset product development and advertising expenses, resulting in an overall profit for the company, based on the costbenefit analysis and marketing analysis 31 References https://quangcaongoaitroi.com/bao-gia-quang-cao-ngoai-troi/ http://baochinhphu.vn/Tra-loi-cong-dan/Cong-bo-hop-quy-voi-cac-san-pham-dien-giadung/334892.vgp https://cafef.vn/tang-truong-gdp-viet-nam-nua-dau-nam-dat-564-chuyen-gia-quoc-te-noi-gi20210702103131342.chn https://sunhouse.com.vn/dien-tu-dien-lanh https://vnbusiness.vn/thi-truong/song-ngam-thi-truong-may-loc-nuoc-1079483.html https://issq.org.vn/chat-luong-cuoc-song/409-water-purifier-market:-there-are-still-standardsto-buy-poor-quality https://chieuduong.media/products/nhan-ban-cua-dia-diem-quan-binh-thanh https://quangcaongoaitroi.org/tham-khao-bang-gia-quang-cao-ngoai-troi-3475.html https://thuengoaimarketing.vn/info/quang-cao -vtv3.html https://vietnambiz.vn/cuoc-chien-am-tham-tren-thi-truong-may-loc-nuoc20201118155501921.htm https://maylocnuocdanang.com.vn/tin-tuc/thi-truong-may-loc-nuoc-ma-tran-bua-vay-nguoidung/ https://www.aosmith.com.vn/blogs/bao-chi-noi-ve-a-o-smith/may-loc-nuoc-a-o-smith-145nam-xay-dung-chat-luong-chuan-my-dong-nhat-tren-toan-cau https://adsngoaitroi.vn/billboard-dep-huong-ve-san-bay-tan-son-nhat/ https://www.sapo.vn/blog/tong-hop-hinh-thuc-quang-cao-tren-facebook#1-Quang-cao%E2%80%9Cbang-chuyen%E2%80%9D-Carousel-ads https://go.iris.marketing/chi-phi-chay-quang-cao-facebook-bao-nhieu-tien/ https://kalapress.vn/san-pham/in-to-roi-sieu-thi-thuong-mai-250.html https://vtv.vn/truyen-hinh-truc-tuyen/vtv1/am-thuc-duong-pho-0.htm https://vtv.vn/truyen-hinh/dau-truong-am-thuc-phien-ban-2021-chinh-thuc-tro-lai-cung-voimc-le-duong-bao-lam-20201231114343641.htm 32 ... our marketing approach to ensure that it accurately reflects Sunhouse Slimbio RO'' s overall effectiveness Sunhouse must track essential aspects of their marketing plan, such as profitability, promotion... Electronic Chip Product offering Polluted water is the leading cause of serious health problems Sunhouse is proud to offer a solution of pure clean water, with the new generation of water purifier. .. new product 30 CONLUSION The marketing plan for the SLimbio RO water purifier in Vietnam is depicted in this paper Sunhouse will be able to brand affirmation at water purifier market in Viet nam