(TIỂU LUẬN) 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 Student code Vu Phan Xuan Quynh 2021001527 Nguyen Ngoc Huong Tra 2021000130 Nguyen Thanh Huong 2021001548 Ho Chi Minh city, 2021 0 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 0 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 Student code Phone number Complet e the work (%) Vu Phan 20210015 09341789 Xuan 27 70 Quynh 100 Nguyen Ngoc Huong Tra 20210001 09359832 30 82 100 Nguyen Thanh Huong 20210015 03887493 48 98 100 Signat ure The evaluation meeting ended at: 18 hour 15 minute in the same day 0 Secretary Group leader Nguyen Thanh Huong Nguyen Ngoc Huong Tra 0 TEACHER’S COMMENTS 0 TABLE OF CONTENTS Executive summary Introduction SWOT & Macro - Environment Analysis 3.1 SWOT 3.2 Macro - Environment Analysis 3.3 Competitors 4 Objectives .5 Segmentation, Targeting and Positioning strategy .5 5.1 Segmentation strategy 5.2 Targeting strategy 5.3 Positioning strategy 6 Marketing Mix Strategies .6 6.1 Product strategy 6.2 Pricing strategy 6.3 Distribution strategy 6.4 Marketing communications strategy Marketing research 10 Action plan 11 Financial projections 13 10 Implementation controls 14 0 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 0 "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 high-quality 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) 0 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 Table 1: SWOT Strengths Weaknesses It is a subsidiary of a huge Kinh Do The pricing will be higher than firm and is heavily invested in a competitors because the variety of fields target market is middle-class Celano is well-known, especially people among young people There is currently no factory in Kido Company dominates the ice the Central region cream market, particularly with Customers have not been Celano as the premium ice cream drawn in by the design of the market leader ice cream cabinet or the ice To accommodate a variety of cream products needs, we provide a wide range of Celano still has not taken tastes in a variety of packaging advantage of amusement options parks, which are popular with There are numerous new and teenagers distinctive ice cream flavors The packaging is primarily constructed of nonenvironmentally friendly nylon Opportunities Threats 0 According to emotions, ice cream When more ice cream brands is the most popular FMCG item are served at the shop, the becomes more The hot climate in Vietnam market provides a tremendous competitive opportunity for the business to grow ice cream Health issues are more concerned, especially after the The novelty of the product piques epidemic people's interest People tend to save money on The young population represents a eating out and recreation as a of the epidemic's large potential consumer base for result the fast food and ice cream influence industries Consumers' desire for highquality goods at a reasonable price is growing by the day (Source: KIDO, 2021) 3.2 Macro - Environment Analysis  Economics: The economies of other countries decreased deeply due to the negative impact of the Covid-19 epidemic, but Vietnam still maintained growth with an estimated GDP growth rate of 2.91% The standard of living increases, the budget used for spending also increases, so consumers are willing to spend more in life (GSO, 2021)  Politics - law: - The stable political situation is decisive in economic development, creating jobs, increasing incomes for Vietnamese workers, and increasing social consumption needs - Legal constraints on the frozen ice cream industry are mainly related to food safety and consumer protection These are also issues that KIDO Foods has focused on for many years and considers a long-term strategy ❖ Culture - society: Currently, the lifestyle is improving, the needs of people are increasing, consumers are interested in standards of quality, food hygiene and safety The customer's travel and entertainment preferences are a remarkable point 0 former Celano packaging, with two options: the same one flavor or a random mix of two flavors/pack For a paper box: There are two types:  A small package will contain three Pop-cream flavors: the same flavor or all three flavors/box, with two sticks attached to the lid  A large package contains Pop-creamice cream flavors in two options: the same flavor or all three random flavors/box, with two sticks attached to the lid - The top of each package displays the product name, taste, nutritional information about the ingredients in the ice cream, and extensive and clear suggestions for product identification and selection - The color of the packaging will relate to the cream flavor, for example, banana ice cream will have yellow packaging - We will produce our own special package designs for Tet, Valentine's Day, and Christmas, such as gift boxes or ice cream bouquets, for consumers to purchase as gifts for their relatives or friends 6.2 Pricing strategy - With the desire to bring joy and value to health and nutrition, as well as understand the psychology of customers who want to receive products with value corresponding to their costs, we set prices for the product line Our premium Pop-cream products have a high price tag that matches the quality of the ingredients we make into the finished product, but with this product we set a relatively affordable price tag compared to our competitors - We will be using a market penetration and product quality pricing strategy for this Pop-cream line, due to the intense market volatility caused by the Covid-19 pandemic, the market is very sensitive price sensitivities and products launched on the market with reasonable prices will attract consumers Table 2: Selling price per unit of product in distribution channels (VND) 0 Product name Celano Popcream Type Bag Paper box - Quantity Selling price/unit Price/ carton box tablet/bag 17.000 179.000/ carton/ 12 bag tablets/bag 32.000 339.000/ carton/ 12 bag tablets/box 46.000 329.000/ carton/ boxes tablets/box 75.000 539.000/ carton/ product boxes Capturing the mind of the Vietnamese consumer philosophy is that price goes hand in hand with quality, we use a psychological pricing strategy, balancing price with product quality 6.3 Distribution strategy - The group always pays attention to how customers buy products and where customers will receive the products that the group provides to serve and take good care of customers - Having approached more than 120,000 retail points across the country, because this is an ice cream product that is inherently a fast-moving and fast-moving consumer product in Vietnam's hot climate, KIDO Foods uses a wide distribution strategy so that customers can buy products anywhere without worrying about affecting the quality - Especially the "Celano Pop-cream" ice cream product, when launched, was aimed at people with a preference for traveling, so we put more separate ice cream cabinets at amusement parks, eco-tourism areas to attract customers - With the goal of "Spreading passion" not only in places like ecotourism areas, but KIDO Foods wants to increase sales of products, it must connect more retail, grocery, and 10 0 convenience stores supermarkets or supermarkets across the country with the aim of quickly reaching customers, thereby maximizing profits for businesses 6.4 Marketing communications strategy ❖ Advertising - Post articles announcing the arrival of “Celano Pop-cream” on social media platforms such as Facebook, Youtube, and the company's official website - Run ads to promote products on social networking sites such as Instagram, Facebook, and outdoor ads such as posters, billboards on buses, bus shelters, taxis, - Post videos, clips, and images of Celano Pop-cream products along with offers when buying new products through social networking platforms and on company websites - For entertainment and tourist destinations, we print posters about products at the point of sale, increasing purchase stimulation ❖ Promotion - Organize events, programs to match winning stamps, and giveaways on Facebook pages - For customers who check-in with the product “Celano Popcream” with an invoice of over 99.000 at the point of sale, they will be given product of the same price of different types - Using the bundled promotion, for bills over 179.000, you will be given a thermos bag to store ice cream - For holidays, Tet, can enjoy a discount depending on each bill, such as buying a combo of ice cream boxes will get you 10% off, or buying boxes of ice creams will get you Pop-cream free of any flavor ❖ Public Relations - Press release about the product with ingredient information and product packaging design - Invite KOL to participate in outings and travel to create product review clips called “Celano Pop-cream” when used at entertainment spots in the most authentic and vivid way 11 0 - Combined with tourist attractions, amusement parks set up game counters to accumulate vouchers and gifts such as Popcream products - Sponsor music, sports, etc programs for young people ❖ Personal selling - Coordinate with staff at retail points in introducing and advertising Celano Pop-cream products as well as surveying customers' reactions to products - During the first month of the product's launch, the company will send experienced employees to supermarkets or large amusement parks to directly introduce and promote the product Marketing research KIDO Foods has placed ice cream product lines in many large and small distribution channels such as supermarkets, retailers or at famous tourist destinations where many customers visit There are KOLs who go to tourist destinations that “Celano Pop-cream” has segmented, they can use the product and recommend it to everyone Extensive product recommendations by many people have provided KIDO Foods with valuable product feedback and can use research studies, the company can measure and analyze perceptions of brand awareness in the minds of consumers and their attitudes toward competitors' products By clearly understanding the needs and expectations of customers and the market in the industry, KIDO will better determine the quality values for new products and benefit the young market segment - the target audience the company's goals In addition, using research also helps us to timely improve the gaps in the marketing plan for new products and convey communication messages for the product in the most effective way, thereby attracting more customers potential Finally, KIDO Foods will use customer satisfaction studies to gauge the market's response during a time of strong outbreaks of the pandemic Action plan Table 3: Action plan Objecti ves Stages Activities Date Target 12 0 Detail 1st quarter of 2022 Launching 1/1/2022 million Celano Pop- 31/1/202 products were cream sold in the first month Use personal after selling to launching at introduce 120,000 retail Celano Poppoints across cream the country products Online Advertising Press release on the product on the company website Upload videos and product images on Celano's online pages Advertise on social media platforms Introduce products directly to consumers through the staff of KIDO Foods Focus on 1/2/2022 Coordinate 31/3/202 with staff at promoting retail to personal introduce and selling with suggest Tet's bonus gifts promotions during the Reaching Lunar New million ad Year views on Collaborate Youtube with KOLs to 16 million advertise products were products sold in two months 13 0 With a bill over 149.000, get lucky money envelope for Nham Dan, including pieces, weeks before Tet Invite KOLs to film Tet TVC Create Valentine gift boxes with Pop-creams with the main colors being white and red 2nd quarter of 2022 Discount promotion 1/4/2022 Organized a 30/6/202 check-in event to Create game attract events that customers at promote a tourist public destination relations with million check-ins during the weeks of the holiday from April 30 to May Reaching the number of 25 million products sold in months 3rd quarter of 2022 Promotion 1/7/2022 Reaching the with product 31/7/202 number of 10 million Promote the products sold product's in one image months Organize activities and make summer greeting posters for young people 14 0 Actively promote product images on social networking platforms Combined with tourist sites to organize a game counter to win Celano products During the check-in period, when buying a combo of ice cream boxes, you will receive 10% off for weeks of the holiday 30/2-1/5 Every Thursday, get boxes of ice-creams and get free of any flavor (applied at tourist attractions) Improve product image promotion on social networking sites Post product 1/8/2022 Organize images to 30/9/202 "Back through School" public We achieved relations sales of 11 million products 4th quarter of 2022 Sponsor music, sports, and entertainment programs for young people On the occasion of "Back to School", any five boxes of ice cream will include a Popcream ballpoint pen Organize the 1/10/202 Organize a Black Friday game that 2022 game 30/11/20 attracts 22 500,000 interactions Organize a give-away on Facebook with surveys and lucky games Black 10 million during products were Friday week sold in two Collect stamps months on packages to win prizes equivalent to the corresponding levels given Christmas 2022 Combine KOLs 1/12/202 Reaching the number of 31/12/20 million products sold 22 in one months With a bill over 199.000, get gift of Celano's exclusive Christmas tote bag Launching Christmas videos and 15 0 clips with products 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: 87.000.000 Average price per unit: ~ 16.000 Total sales of goods: 1.392.000.000.000 Total cost of Sales 777.820.000.000 VAT (10% Revenue) 139.200.000.000 Profit 474.980.000.000 (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 breakeven analysis of Pop-cream, 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 0 10 Implementation controls Table 5: Implementation controls Problems Product Solutions - The product is out of date - A team exists to and contains a manufacturing pre-test all flaw ingredients during ice cream - Ensure a consistent and the high-quality supply of flavoring stage and before mass materials at a cheap cost production to ensure - There is an excessive quality, food safety, amount of inventory in the and hygiene manufacturing warehouse - Before leaving the - Damaged products were factory, finished identified during the products are doubletransportation and checked for quantity manufacturing processes and look - At the end of each month, strategies will be altered to ensure that the product is released as soon as possible Financials - Loss of operation money during - If there is a risk of financial loss, review contract - Failure to achieve the right the conditions and the sales target law - Accurate cash flow calculation and planning based on specific reports Increase the number of consumer 17 0 acquisition strategies used Distributio ns - Lack of channels sales at retail - There is the team to manage and analyze - Customers complain about inventory and weekly the place where they buy product distribution, then deploys products production and - Retail channels raise the shipping parties price of products beyond the working rapidly to allowable limit fulfill retailer 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 0 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 0 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-su-kien/dan-dau-nganh-kemvoi-hon-41-thi-phan-kido-foods-kdf-tiep-tuc-tang-truong-16-loinhuan-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/top-the-gioi/top-10-thuong-hieu-kemhap-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/vietnam/tuoi-nao-dong-nhat-viet-nam-dang-o-dinh-cua-thoi-ky-dan-sovang/ 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 0 APPENDIX: This section will describe the financial overview of Celano Popcream marketing plan, including sales forecast, marketing expense budget, and break-even 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 Total cost (VND) Note 9.815.000.000 Flexible cost 12.620.000.000 Flexible cost Advertisements (Facebook, Instagram, Youtube, website) Working with KOLs Gifts Posters 830.000.000 Events 7.080.000.000 7.315.000.000 TOTAL 37.660.000.000 ❖ Variable cost: Quarter Quantities sold per quarter Material cost 23.000.000 172.500.000.000 25.000.000 187.200.000.000 21.000.000 157.500.000.000 18.000.000 135.000.000.000 0 Total 87.000.000 652.500.000.000 ➔ Average variable cost per unit = 7.500 VND ❖ Average fixed cost per month: Numbe r Cost name Total cost (VND) Business premises rent 2.200.000.000 Electricity bill 3.160.000.000 Water bill 780.000.000 Internet fee 40.000.000 Employee salary 670.000.000 Shipping cost 170.000.000 Other costs 320.000.000 TOTAL 7.305.000.000 ➔ 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: 87.000.000 Number of products sold: ~ 16.000 Average price per unit: 1.392.000.000.000 Total sales of goods: Total cost of Sales: 777.820.000.000 VAT (10% Revenue) 139.200.000.000 Profit 474.980.000.000 0 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 breakeven analysis of Pop-cream, 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: 0 ... 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