(TIỂU LUẬN) group assignment SITUATION ANALYSIS AND MARKETING STRATEGY FOR NEW PNJ SILVER JEWELRY COLLECTION

Group Assignment SITUATION ANALYSIS AND MARKETING STRATEGY FOR NEW PNJ SILVER JEWELRY COLLECTION Class: MKT1705 Teacher in charge: Le Minh Viet GROUP Nguyen Ngoc Thuy Tien Le Hoai Phong Nguyen Anh Duy Table of Contents Executive Summary: I Introduction: 1.Company Background: 2.Introduction about the Product/Service: II Situation Analysis: 1.Company analysis: 1.1 Competitive Advantage: 1.2 Market Share: 1.3 Company Issues: 2.Current Customer Analysis: 3.Competitor Analysis: 3.1 Doji Gold & Gems Group (Doji): 3.2 Sai Gon Jewelry Company Limited (SJC) 3.3 SBJ Gold Company: 4.Markting Environment Analysis: 4.1 Demographic forces: 4.2 Economic forces: 4.3 Technological forces: 4.4 Political forces: 4.5 Cultural forces: 5.SWOT Analysis: III 5.1 Strengths: 5.2 Weakness: 5.3 Opportunities: 5.4 Threats: Marketing Strategy for the new product / Service 1.Segmentation / Target market: 2.Positioning / Value proposition: 3.Marketing Mix (4Ps) 3.1.1 Product: Main products: “Luminary – Tinh Tú”: Sterling Silver Jewelry Collection ˗ Details: Luminary Sterling Silver PNJSilver Pendant, Luminary Sterling Silver PNJSilver Earrings, Sterling Silver PNJSilver Bangles 15 3.2 Price: 16 3.3 Place: 17 3.4 Promotion: 17 IV Appedix: 18 V References: 18 Executive Summary: The main aim of this research report is to carry out a comprehensive analysis of the Phu Nhuan Jewelry Joint Stock Company’s situation and represent a marketing plan for new collection In so doing, the work would go through the company background and it product lines, and most importantly, formulating a company situation of the company along with the market share, competitive advantage, current customer, competitor, marketing environment and SWOT analysis Finally, the paper will show the marketing plan for the new products based on current company and market situation I Introduction: Company Background: Phu Nhuan Jewelry Joint Stock Company, abbreviated as PNJ, is one of Vietnam's most well- known and recognized jewelry retailers PNJ is not only successful in Vietnam but it was also named one of the top 500 retailers in the Asia Pacific by Retail Asia magazine (Singapore) between 2004 and 2016 PNJ was founded on April 28, 1988, in Phu Nhuan District, Ho Chi Minh City, Viet Nam by twenty progressive like-minded persons Since then, it has affirmed its position in the Vietnamese jewelry market with strong and steady growth and performance, combining its position as the largest player in the Vietnamese jewelry business By the end of January 2022, PNJ has 329 stored around Vietnam with 310 PNJ Gold stores, 10 PNJSilver stores, and other stores (CAO, Watch, Art, and Style), nearly 2,500 employees, and the distinction of being the only Vietnamese company capable of exporting gold and jewelry to the international market, PNJ has not only set up a dominant presence in the country but has also advanced to business internationally The company always assures customer pleasure by diversifying products and services of the best quality at a fair price, developing management and manufacturing systems, and enhancing the skills of artisans as given to the company mission statement PNJ also furthers its business by supplying the sponsorship to many beauty competitions, such as the Elegant Talented Student Danang University 2019, Vietnam Young Lions 2019, 6th Vietnam Startup Wheel 2019, Business Journey 2019 of Miss Universe, and Miss Earth 2010, Nevertheless, in 2012, the claimed Asian biggest jewelry manufacturing factory was built to accelerate the firm’s productivity to the next level PNJ has earned many commendable successes and is well on its way to approaching its vision, with the aim of being the leader in the jewelry fashion sector in the Asia market, including the suggested philosophy “Customer benefits is our commitment.” Net revenue reached more than 17,510 billion VND and net profit exceeded 1,069 billion VND, exceeding 20.9 percent and 28.5 percent of the goal, respectively There is a profit margin of 19.6% Forbes Vietnam values the PNJ brand at 93.1 million USD, up 18 percent from 2019 Talent.net praised and commended PNJ's prompt and effective F5-fresh practices as an Excellent Human Resources Policy Responding to Covid-19 Not content with that, PNJ's fruitful gold season was capped off with a slew of awards, including Top Vietnam 100 Best Places to Work, Top 10 out of 100 Sustainable Development Businesses in Vietnam, Vietnam's 50 Best-Performing Companies, and a slew of other prestigious domestic and international honors and awards Introduction about the Product/Service: PNJ Gold: PNJ Gold Jewelry has been developing since its start in 1988, launching hundreds of collections with a variety of gold materials and rich gemstones Wedding jewelry lines such as Hanh Phuc Vang, Hoang Gia, Phuong Hoang, Mystery, Ngoc Bien, Ngu Hanh, and others are introduced one by one PNJ enhances the value of each piece of jewelry, not only to enhance the external attractiveness of the wearer but also to honor the actual values and noble traits of the wearer PNJ elevates the worth of each jewelry product, not only to embellish the exterior beauty but also to celebrate the actual values, and noble traits of the owners, with the slogan "Seeing the Quality in You." PNJSilver: PNJSilver, like a modern young lady, has always led the trend with broad and creative collections of silver jewelry and accessories since its debut on the Vietnamese jewelry market in 2001 PNJSilver is happy to be a jewelry brand that is easily recognized in many shopping malls around Vietnam's provinces and cities, meeting the need for trendy jewelry of young individuals and groups CAO Fine Jewelry: Set up in 2005 with two “Unique” and “Creative” values as a guideline, each CAO Fine Jewelry product is a masterpiece of jewelry with elevation, luxuriousness, and exquisiteness that is strongly believed in outstanding Vietnamese talents in both generations of contemporary creative designers and exquisitely skilled craftsmen to be able to bring Vietnamese jewelry and brands to the world CAO Fine Jewelry, with independent storefronts mixed with the ShopIn-Shop (SiS) model, is placed in the classiest shopping districts in important cities, helping to enhance the brand experience and serve high-class clients, keeping up with the world's leading jewelry brands in Vietnam PNJ Art: The advantages of design level, crafting technology, and a team of highly-skilled craftsmen and goldsmiths have enabled PNJ to build a Gift line to offer corporate clients diverse and superior quality models, in addition to its masterpieces respecting beauty These corporate gift gifts are divided into six categories to provide businesses with a variety of alternatives for expressing appreciation, honor, or marks during the brand's history PNJ supplies Fashion presents, Gift masterpieces, Honor gifts, Gift envelopes, Jewelry gifts PNJ Watch: In 2012, PNJ launched its first foray into the watch industry, targeting the midrange and highend categories, in keeping with the company's jewelry market-conquering strategy PNJ Watch has made consistent success with well-known brands like as Longines, Michael Kors, Movado, and Tissot Against the backdrop of a fragmented industry, this company aspires to be a market leader in authentic watch distribution in Vietnam STYLE by PNJ: STYLE by PNJ, which will debut at the end of 2020, is a personality statement and an inspiration for the younger generation to discover their unique personalities and egos and create unique jewelry and fashion accessories that help them express and reflect those traits to the outside world, resulting in your own personal style Style by PNJ offers novel shopping experiences through independent store formats integrated with Shop- In-Shop (SiS) to use the system's potential, with a concentration on large cities and plans to expand coverage soon PNJ Lab: Inspection One Member Co., Ltd PNJ (Inspection One Member Co., Ltd PNJ), was founded by PNJ with a team of experienced professionals and regularly updated knowledge and advanced technical equipment after 25 years of activity in the field of inspection services ( PNJLab) confirms reputable customers at home and abroad PNJ Lab is currently the leading inspection company in the Vietnam market and one of the few inspection companies in Vietnam that have been successfully set up and used under ISO / IEC 17025 international standards All PNJ Lab certificates are based on the strictest international grading standards, including diamond grading based on the GIA Gemological Institute of America standards PNJLab is also one of the few companies licensed by the General Department of Standards, Measurement, and Quality (Ministry of Technology) to measure the gold content of jewelry and works of art Depending on the company or individual When there is a dispute Services available from PNJ Lab: Evaluation and advice on diamonds, Precious and semi-precious stone labeling and advice, Inspection and advice on gold, silver, precious metals, and non-ferrous metals, Diamond engraving on request II Situation Analysis: Company analysis: 1.1 Competitive Advantage: Because of the rapid growth of PNJ, the company has become the largest segment in this field that almost no competitors would compare to it, not even Bao Tin Minh Chau, which has always been great A competitor to not PNJ but all the jewelry companies One of the biggest reasons is that PNJ had successfully earned the trust of customers Moreover, the company has been producing high-quality products and services for years such as combining a comprehensive value chain with exclusive resources, human competence, and technology application, Thus, they have been continuously stepping up and expanding increased branches in the market whilst others are getting stuck at one place with serious problems such as faith All these factors have strengthened the advantages of PNJ and its success Moreover, PNJ has an impressive move that they have successfully access to the younger generation like gen Z with Disney collections, STYLE X CHOUCHOU collection… but PNJ still always holds a special position in the hearts of potential customers 1.2 Market Share: In 2017, PNJ had 28% of the market share in the jewelry segment with branches in 43/63 provinces In 2Q20, the company increased its market share to 34,7% and 35,8% in 3Q20 Since the shares are still accelerating, it was predicted to grow and strengthen increasingly in the next several years And it did, until the very first quarter of 2022, the company has already taken more than 50% of the market share This number is believed to be growing and seems like there is no point in stopping Mr Le Tri Thong, Vice Chairman of the Board of Directors of PNJ said that the high potentiality in the future is still there because of the economic growth in Viet Nam and the intermediate and advanced segments which are still expanding year over year Therefore, the company had already had plans to exploit the chances Figure 1.2.1: Market share and number of PNJ’s stores in Vietnam (Photo: Cafebiz) Figure 1.2.2: Jewelry Industry and Business overview 1.3 Company Issues: At the general meeting of shareholders, when assessing risks for business development work in 2022, Mr Thong announced that the biggest issues are development and monetary policy In fact, the detection sign appeared from the third and fourth quarter of last year, especially in some European countries and in March 2022, the Russian-Ukrainian conflict also had an impact on the world, the supply chain broke However, the Government's financial support packages will have a positive impact on the school's purchasing power Another issue that is no less important is about the negative equity and arrears of wages which has been leading to massive employees quitting the job By the end of 2020, the company's inventory amounted to more than 5,500 billion VND, the main factor being goods When large inventory became a burden of capital costs, it somehow dragged down the company's profits In addition, the company also handed out assets of nearly 48 billion VND at the bank to mortgage; The rights to u main cause of the problem were the money account for the inventory increased to more than 905 billion VND At the end of 2021, PNJ maintains an abundant human resources, up to 6,473 people However, in the same year, 1,035 people quit their jobs Entering 2022, PNJ has supported its growth momentum and continued to conquer new heights Sales and service provision in the first quarter of 2022 reached VND 10,229 billion, an increase of VND 2,994 billion, and profit after tax increased by VND 208 billion The business prospered, so PNJ strongly increased for the high-level leaders However, the problem is that PNJ still must pay employees and taxes of more than 500 billion VND Current Customer Analysis: Country region Density Age Gender Family life cycle Income Occupation Generation Nationality Social class Lifestyle Personality Occasions Benefits sought User status User rates Loyalty status Attitude toward product ˗ About Geographic Segmentation: With the focus on developing the domestic market, PNJ symbolizes its influence by operating 310 outlets across every major city and suburban area nationwide, and the figure is ever increasing The business does not only aim to have a significant presence in the two biggest cities, namely Hanoi and Ho Chi Minh but also has imprinted the prestigious brand image to residents in emerging economic cities, such as Binh Duong, Can Tho, and Hai Phong Overall, PNJ focuses more on the market in the South of Vietnam, resulting in 85% and 70% of total revenue, for PNJ gold and PNJ silver respectively, that come from the region alone ˗ About Demographic segmentation Overall, virtually all PNJ jewelry products are dedicated to female customers, with only a few exceptions such as some men’s watch collections and some exclusively designed CAO Fine Jewelry ordered by executives PNJ offers four differentiated brand products to target four distinct groups of customers To begin with, PNJ silver aims to cater to the needs of 15 to 25 years old girls, who love fashion and are always looking for ego expression, by offering graceful and elegant bracelets and necklaces Next, is JEMMA, a brand option designated for young female office workers, who are interested in looking good and renewing themselves Thirdly, PNJ gold segments 25 to 45 years old, prizing wealthier and medium to upper-medium class of females who are less price-conscious Finally, the renowned CAO Fine Jewelry includes luxury and high-end collections, which are crafted specifically to serve high-income customers and Vietnamese overseas ˗ About Psychographic segmentation: Here we use the 4Cs lifestyle classification, which is short for Cross-Cultural-ConsumerCharacterization proposed by (Young & Rubican, 2015) Customers for the luxury product line of PNJ are often top managers, senior executives, affluent businesspersons, and politicians They are the succeeders who have work-centric, high social status, confidence, and brand choices often toward prestigious brands Aspirers are people who pay attention to appearance, tend to be younger and acquisitive They are concerned with their image in the eyes of other people and can be materialistic These unflinching customers contribute the largest sales proportion of PNJ Mainstreamers make up the largest category of customers who visit PNJ and are the latent consumers They are, however, most of society, ordinary, sentimental, and more familiar with consuming “family” brands ˗ About Behavioral segmentation: Without question, PNJ has the most interest in the occasions that consumers spend their disposable income on jewelry products, considering that the general features of jewelry are only optional items, are expensive, and are used in only particular events Some are the predictable times of the year when the demand is high, such as the wedding season starting in September annually Others events are unpredictable but happen all year round such as prom, partner meetings, company formal parties and gala dinners Customers who visit a PNJ store usually already have some reasons to buy jewelry in their minds For whatever the reason may be, they are potential users of PNJ, and a proportion of them who have the willingness and the ability to buy will become first-time users The increasing level of satisfaction that PNJ has delivered is bringing many customers back to the brand and they are occasional customers However, the jewelry market in Vietnam is highly competitive, with plenty of substitutes provided by competitors that affect loyalty and drag buyers away from PNJ Competitor Analysis: 3.1 Doji Gold & Gems Group (Doji): + Company profile: Vietnam's DOJI Gold & Gems Group was originally known as TTD Technology and Trading Development Company The DOJI brand has dominated the domestic market with a system of gold bars trading and diamond and jewellery distribution across Vietnam Its core cultural values are Integrity, Innovation, Synergy, Knowledge, Benevolence and Knowledge With a clear strategic vision, a sustainable development vision and enormous potential, the DOJI Group has affirmed its role as Vietnam's national brand + Product lines: DOJI has various famous line of jewelry such asDiamond House - Diamond Jewelry, Color Stone Jewelry, Wedding Land - Wedding Jewelry, 24K Gold Jewelry with 3D technology with lightweight, gold products such as Phuc Long Au gold, blister pressed products, Linh Armor… are well received by customers and have strong consumption power in the market + Marketing stategy: The strategy with an open mind has brought DOJI from a small company in the field of gold, silver and gems to a multi-industry "giant" Do Minh Phu is the Chairman of the Founding Board of DOJI Jewelry Group He and his associates have built and developed a famous brand in the fields of gold, silver, and gems In 2012, the group invested in the financial sector, taking part in the restructuring of Tien Phong Bank (TPBank) Two years later, DOJI "encroached" into the real estate sector, establishing DOJI Land The group owns many valuable land plots in Hanoi and Ho Chi Minh City, such as DOJI Tower, which is the largest center for jewelry DOJI's goal is to become one of the leading multi-industry corporations in Vietnam in the next years The Group has set out many new strategies to overcome the limitations of a traditional gold and silver business, increase market share in the domestic market and boost exports to many markets According to the Chairman of the DOJI Founders Council, the company does not invest in multisectors following the movement but takes cautious steps Distinct multidisciplinary strategy According to the Chairman of the DOJI Founders Council, the company does not invest in multi-sectors following the movement, but takes cautious steps: "The three areas DOJI participates in have close relationships, all of which are difficult and risky areas DOJI believed that the risk is high, but they are confident because they had taken time to prepare carefully before making the right decision To implement a multi-industry strategy, enterprises must have strong financial potential Currently, DOJI has equity of VND 4,500 billion and total assets of VND 12,000 billion Revenue in 2009 reached 11,000 billion VND, in 2019 it is expected to be more than times higher at 90,000 billion VND In the overview, DOJI’s development strategy is very thorough, there is a continuous process The company seizes the opportunity, and chooses sometimes to take explosive and breakthrough steps if it sees opportunities from the market For example, when building DOJI Tower with a location near Ho Guom streets, the Group wants to create a unique cultural and tourist destination of the capital, where international tourists can admire and shop for products Gold, silver, high-class gems made by Vietnamese people DOJI cooperates with travel agencies, putting the building in the list of tourism products, increasing the choice of places to visit for visitors 3.2 Sai Gon Jewelry Company Limited (SJC) + Company profile: SJC is a corporation that buys and sells gold and silver, as well as processes, creates, imports, and exports jewels, gems, and semi-precious stones Producing gold bullion Saigon Jewelry Company (SJC) is Vietnam's leading producer and distributor of gold and gold jewelry Saigon Jewelry Company Limited (SJC) is a unit directly under the HCM City Party Committee and controls 90% of the local gold bullion market The SBV selected Saigon Jewelry Company (SJC) as the sole business allowed to make gold bars in Vietnam in May 2011 SJC is the national gold bar brand and was a monopoly manufacturer The company model includes the parent company, 23 branches, subsidiaries and associate companies, 13 invested enterprises Distribution network includes more than 200 stores, 43 official agents, over 3,000 retail stores nationwide Besides, SJC also has a concentrated jewelry production factory, which produces more than 500,000 products a year Distribution network includes more than 200 stores, 43 official agents, over 3,000 retail stores nationwide Besides, SJC also has a concentrated jewelry production factory, which produces more than 500,000 products a year The main company, 23 branches, subsidiaries and associate firms, and 13 invested enterprises comprise the corporate model More than 200 outlets, 43 official agents, and over 3,000 retail retailers are part of the distribution network SJC also has a focused jewelry production plant that generates over 500,000 goods every year DOJI now owns more than 200 outlets, 43 official agents, and over 3,000 retail retailers are part of the distribution network SJC also has a focused jewelry production plant that generates over 500,000 goods every year + Product lines: SJC launched the first gold bar product branded with Golden Dragon SJC 999.9, including piece, thread, piece, tael and tael, which changed the payment method with gold rings, old gold leaf in the domestic market In 1992, SJC was the first organization to organize the Vietnam Jewelry Expo (the only fair on the jewelry industry in Vietnam) and has been continuously organized by SJC every year until now March/ 1993, Changed its name to City Jewelry Company - SJC, the name is Saigon Jewelry Company.Now, SJC a lso provide mid-priced and luxury jewelry + Marketing strategy: SJC with a long-term strategic vision, becoming a leading economic group in Vietnam, is a brand that is not only national but also international Currently, the company has 23 major branches, subsidiaries and associate companies, 13 more invested enterprises, proving that SJC's development resources are very strong More than 200 main stores, 43 big agents and over 3000 retail stores nationwide SJC has covered almost every area in the country In addition, currently SJC is considered the unit of gold price in Vietnam, it directly reflects the domestic gold price and future trends SJC does not focus mostly on the high- end customer segment, the company's products are divided into reasonable niches for everyone to own Whether it's popular or high-class jewelry, it is focused on quality, form and value This is put on the forefront of SJC during its operation In addition, the company offers attractive after-sales policies for customers For that reason, SJC is considered the second most prestigious when customers want to trade gold 3.3 SBJ Gold Company: + Company profile: Saigon Thuong Tin Bank (Sacombank-SBJ) Gold Silver Jewelry One Member Limited Liability Company (Sacombank-SBJ), a subsidiary of Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank), began operations on November 28, 2008 Sacombank-SBJ actively expands on the idea of a multi-product center, integrating exhibition, sale, and purchase, with the criterion of "rapid, efficient, yet safe, and sustainable growth." + Product lines: SBJ diver they jewelry product lines with feng shui gifts, high-class jewelry gifts for individuals, units + Marketing strategy: Sacombank-Branches SBJ's and Stores benefit from being Sacombank members in terms of location, as they are located in Sacombank's Branches or Transaction Offices: Congested location, close to various business hubs and recreation places, providing the finest convenience for customers to visit and shop The demand for quality inspection of gemstone items is increasing in tandem with the expansion of Vietnam's jewelry business As a result, Sacombank-SBJ formally launched the Jewelery Inspection & Service Center in accordance with worldwide standards on September 29, 2009 Markting Environment Analysis: 4.1 Demographic forces: In October 2021, Vietnam had an estimated population of 97.338.579, and the number of people whose age is between 15 and 54 accounts for the greatest proportion of 60,92% with 15.22% of age between 15-24 years and 45.7% of age between 25-54 (CIA World Factbook, 2020) This is a big market and, as a result, PNJ can take this young, large, and rapidly growing population to its advantage Moreover, the number of city dwellers is 37,70% of the total population with 36.727.248 According to the analysis of experts from Vietcombank Securities Company (VBCS), PNJ benefits greatly from the long-term growth potential from Vietnam's population of more than 97 million people with 69.3% of the population in the 15-64 age group, in the working and consuming age group 51% of the population is female, which is the group with high demand for jewelry consumption Along with that, the income of the middle class is growing rapidly, contributing to the demand for branded jewelry Besides, the market also has opportunities to increase market share for retailers with big brands, these opportunities come from small businesses/small brands who can't resist after the pandemic COVID-19 About the traits of the jewelry industry, the emerging middle-class brings prosperity and opportunities to PNJ World Gold Council has pointed out that 2021 demand for jewelry in Vietnam increased 11% higher than the 2020 But the jewelry market was hit hard by COVID-19 Jewlery outlets were allowed to reopen in October, but the severe effects of the pandemic in Vietnam have left consumers cautious about making high value purchases Despite this, sales picked up in November, reflected in strong q-o-q growth, with promotional campaigns and the wedding season in Vietnam contributing to the recovery Demand is likely to continue to pick up as Vietnam’s economic recovery boosts consumer confidence Q4 GDP grew 5.2%, and a major government stimulus package is likely to further support a recovery 4.2 Economic forces: To cope with the market turmoil after the COVID-19 pandemic from 2019 to 2022, PNJ has actively restructured its retail outlets In 2020, the company opened 29 new outlets but closed 36 to have better rental and locations This year, PNJ plans to open 40-45 new outlets and invest more in production technologies and product design According to General Statistic (GSO), per capita monthly income of Vietnamese people was averaged at 4.2 million VND (182.7 USD) in 2020, down percent year-on-year Deputy head Nguyen Trung Tien attributed the decrease to the impact of the COVID-19 pandemic Besides that, based on the global data and research house ECA International, the annual Salary Trends Report recently released by U.K also pointed out that the average real salary rise for workers in Vietnam in 2020 is projected to be 5.1 percent, up from percent which means the development of middle-class and lower-middle-class 4.3 Technological forces: Back in 2013, Circular 22 was imposed to tighten the gold jewelry business, causing many small units to stop running temporarily When other businesses were still confused by the change and some of them had just started to return to promoting the jewelry manufacturing segment At this time, PNJ owned the largest 10 jewelry manufacturing factory in Vietnam using modern technology from Europe, specifically Italy and Germany, these are the two “big men” in the industry All of this was what PNJ had accumulated over the years and then widened the gap significantly so that competitors would never be able to even get close With modern technologies, whenever a new designed product had been approved, it was then transferred to the factory, in just one morning, there would be an immediate production process, time for each stage, loss costs, labor costs and total cost Outstanding production ability ensures the supply of PNJ brand stores nationwide Later, with the advent of modern technology which was so called information technology (IT), at that time this type of technology was dominating the market and bringing countless benefits During the outbreak of the Covid epidemic, to keep revenue and profit from customers, PNJ applied innovative technologies such as AWS's cloud computing to help flexibility in business, promote online service provision and improve service quality After realizing that technology is the key of this period, especially Information Technology, PNJ continues to focus on building a specific omni-channel (multi-channel sales) system in the 2021-2022 period exclusively for businesses In addition, technologies such as blockchain technology, AR, VR help PNJ's stores become smarter 4.4 Political forces: Decree No.24/2012/NĐ-CP is a regulation that was in some mean flattering large jewelers like PNJ and SJC However, the circular was mainly to tighten controls on the gold and jewelry industry, allowing only a small number of highly qualified firms to run in the market Individuals interested in running this type of business will need to apply for a business license (Nguyễn Thị Cúc, 2015) Circular 22/2013/TT-BKHCN was the most effective circular back then, which severely deteriorated all the enterprises According to the circular, all jewelry companies must explicitly declare the amount of gold in each of their products This helps to increase the market's clarity of jewelry qualities, which had been allowed to float freely for a long time, and efficiently cuts gold age fraud (FPT Securities, 2014) (From the PNJ's 2014 Annual Report) Decree No.36/2015/TT–BTC, which went into force on 07/05/2015, was a blow against PNJ On all "gold jewelry product, craft, and other gold products having a gold content of 95% and above," the exportation tax was raised from 0% to 2% (PNJ News, 2015) The entity's gold exportation was halted because of this devastating setback 4.5 Cultural forces: Gold has long been associated with Vietnamese culture, and the desire for gold continues to rise Gold can be used as presents at wedding ceremonies in the form of wedding rings, bracelets, and wedding bands in everyday life Gold can also be used as a form of savings, "an idea of guarantee," a hedge against currency depreciation, and for investment, according to the paper "Analyzes on Gold and US Dollar in Vietnam's Transitional Economy" by (Vuong Quan Hoang, 2004) In addition, the development of Vietnam's economy in recent years also marks changes in people's lives as the demand for gold and silver jewelry increases They become popular; the process of buying does not require people to be prosperous but to have demand for buying jewelry Additionally, as Vietnam further integrates itself into the global fashion industry, not only the middle-aged but also the younger generation are choosing to wear jewelry made by well-known and prestigious brands Associated with this demand of consumers, increased companies are appearing to manufacture and supply jewelry products made of gold, silver or alloys of gold - a rare metal This might be seen as a good opportunity for PNJ to grow its business, as the demand and value of gold and jewelry for special occasions is high, and the industry is still developing SWOT Analysis: 5.1 Strengths: ˗ ˗ ˗ ˗ ˗ ˗ Over 33 years of experience in the jewelry industry, including manufacturing, retailing, and service R&D department with a lot of potential PNJ has issued a customer service policy that is both appealing and beneficial Retailers in strategic areas and a big, unified retail network across the country Strong brand identity and a good reputation are essential A large network of retail outlets 11 ˗ Many new collections and designs have been introduced ˗ PNJ is always willing to equip innovative technology to boost overall productivity and beat competitors in terms of mass production and product sophistication thanks to its strong financial capabilities 5.2 Weakness: ˗ Not focusing on the massive demand for gold bars as a source of profit ˗ In the North of Vietnam, the PNJ is not as beneficial as it is in Vietnam’s South The number one position in the Northern market, particularly in Hanoi, is still held by Bao Tin Minh Chau (BTMC) ˗ Most raw materials are imported ˗ Gaining traction in high-end markets is difficult ˗ Silver jewelry from PNJ is not comparable with high-end jewelry ˗ The sale of gold bars has a minimal profit margin 5.3 Opportunities: ˗ ˗ ˗ ˗ ˗ Vietnam's middle and upper-middle classes are growing Finding consumer segments with significant demographic growth potential The extension of the brand to gain greater market share is realistic given its current reputation A sizable part of the market is still dominated by mom-and-pop shops PNJ's main competitors are significantly behind it and are fighting to keep up 5.4 Threats: ˗ A sudden downturn in the economy such as Covid-19 and/or a rise in gold prices could decrease demand ˗ As set up competitors like Doji and SJC focus more on jewelry, and new rivals backed by investment funds enter the market, competition could heat up ˗ As e-commerce allows clients to access foreign premium brands, disruption may increase ˗ The gold-jewelry market in Vietnam, on the other hand, is a wonderful pie for international investors ˗ Unstable, if not unprecedented, gold prices over the world ˗ Internal threat of losing experienced and skilled artisans to competitors' hands ˗ Massive long-term investment and management of several different businesses III Marketing Strategy for the new product / Service Segmentation / Target market: Country region Density Age Gender Family life cycle Income Occupation Generation Nationality Social class Lifestyle 12 Personality Confidence, materialistic, acquisitive, selfexpression Behavioral Occasions Benefits sought User status User rates Loyalty status Attitude toward product About Geographic Segmentation: ˗ With the focus on developing the domestic market, PNJ symbolizes its influence by operating 310 outlets across every major city and suburban area nationwide, and the figure is ever increasing The business does not only aim to have a significant presence in the two biggest cities, namely Hanoi and Ho Chi Minh but also has imprinted the prestigious brand image to residents in emerging economic cities, such as Binh Duong, Can Tho, and Hai Phong Overall, PNJ focuses more on the market in the South of Vietnam, resulting in 85% and 70% of total revenue, for PNJ gold and PNJ silver respectively, that come from the region alone About Demographic segmentation ˗ PNJ offers four differentiated brand products to target four distinct groups of customers To begin with and focus on PNJSilver that aims to cater to the needs of 15 to 35 years old girls, who love fashion and are always looking for ego expression, by offering graceful and elegant bracelets and necklaces About Psychographic segmentation: ˗ Here we use the 4Cs lifestyle classification, which is short for Cross-Cultural-ConsumerCharacterization proposed by (Young & Rubican, 2015) Aspirers are people who pay attention to appearance, tend to be younger and acquisitive They are concerned with their image in the eyes of other people and can be materialistic These unflinching customers contribute the largest sales proportion of PNJ Mainstreamers make up the largest category of customers who visit PNJ and are the latent consumers They are, however, most of society, ordinary, sentimental, and more familiar with consuming “family” brands ˗ About Behavioral segmentation: Without question, PNJ has the most interest in the occasions that consumers spend their disposable income on jewelry products, considering that the general features of jewelry are only optional items, are expensive, and are used in only particular events At this time, we choose the events are unpredictable but happen all year round such as prom, partner meetings, company formal parties and gala dinners Customers who visit a PNJ store usually already have some reasons to buy jewelry in their minds For whatever the reason may be, they are potential users of PNJ, and a proportion of them who have the willingness and the ability to buy will become first-time users The increasing level of satisfaction that PNJ has delivered is bringing many customers back to the brand and they are occasional customers However, the jewelry market in Vietnam is highly competitive, with plenty of substitutes provided by competitors that affect loyalty and drag buyers away from PNJ Positioning / Value proposition: 2.1 Positioning maps: With the upper edge technology and the dominant number of artisans employed, PNJ is indisputably producing the highest quality jewelry products in the domestic market Higher quality comes with a higher price, and customers who are willing to spend large sums will possess more sophisticated items affixed with materials that are more precious DOJI follows, selling at a high price but lower quality products SJC and 13 BTMC have the advantage in gold and gold bar trading but in terms of the jewelry business, they fall short in the competition 2.2 Positioning strategy: Table 2: Possible PNJ's value proposition PNJ's “more for more” positioning strategy involves providing upscale quality jewelry products and delivering superior services by charging prices accordingly The higher e price that customers are willing and able to purchase, the more worthy their products will be A higher price comes with increasing benefits and a more sophisticated design Marketing Mix (4Ps) 3.1.1 Product: Main products: “Luminary – Tinh Tú”: Sterling Silver Jewelry Collection ˗ ˗ ˗ Key massage: Every lady is a star – Mỗi gái tinh tú Slogan: Lấp lánh nấc da – Tôn vinh đường nét Purpose: There are motivations for us to create this collection that is target customer’s need and their psychology forces First and foremost, PNJSilver's target clients are females who wish to improve their image in order to stand out, be more appealing, and shine brighter At the same time, they want to assert themselves in a classy and fashionable manner Secondly, when it comes to jewelry, girls tend to accumulate a new set of bracelets, 14 necklaces, rings, and earrings When purchasing the entire set, the pricey gold material always makes the females wonder, therefore the silver material is increasingly becoming more popular and desired With the motto: "Customer is the inspiration of all creativity", PNJSilver aims to build the image of a girl "Different, New", "Youth, Dynamic", "Sturdy, Steady - " Sweet, Tender.", we decided to established a PNJSilver range of high-quality “Luminary – Tinh Tú” Sterling Silver Jewelry Collection with a full set of a pendant, earrings, a bangle which providing customers with a one- of-a-kind, charming, and powerful beauty This product range will assist them in maturing into mature young ladies who are active and unique while remaining lovely and appealing Ladies are vibrant and vivacious, yet they are also sweet and alluring They want to make a classy and fashionable statement Recognizing this, PNJSilver created a range of highquality silver jewelry goods that provide clients a soft and beautiful beauty ˗ Details: Luminary Sterling Silver PNJSilver Pendant, Luminary Sterling Silver PNJSilver Earrings, Sterling Silver PNJSilver Bangles ˗ ˗ Material: Silver 925, Swarovski Zirconia stones Photos of Collection: ˗ Photos of packaging: 15 3.2 Price: 3.3 Place: 3.3.1 Stores: We decide to directly distribute this “Luminary – Tinh Tú” Sterling Silver Jewelry Collection in all PNJSilver locations countrywide in order to make it convenient for people to come and decide to buy Customers are attracted to the businesses by two things They need more attentive care and consultation from the personnel in addition to trying on the jewelry to see how it affects their appearance We will also give it to dealers or distributors in order to sell it indirectly and increase our revenues This is because there is a small part of customers has no intention to go to PNJ or others famous brands stores to buy jewelry, they usually randomly choose the most convenient stores to find their desire 3.3.2 Channels: The majority of customers like shopping online, while some customers prefer to physically visit the store to inspect the items before making a purchase They appreciate having the option to select a product and seeing all of its details conveniently presented next to the image They also select the delivery option since it is more convenient because they are busy females who not have time to visit the store We will sell it directly on the PNJ official website, Lazada mall, and Shopee mall were some of the sales platforms we chose to use to display and sell our items Moreover, we will also give it to dealers or distributors in order to indirectly sell our collection and increase our revenues This is because there is a small part of customers has no intention to buy PNJ or others famous brands jewelry, they usually randomly choose the shops that they see and find it interested with their desire to buy jewelry 3.4 Promotion: ˗ Sale promotions: 16 First week after launching day: Place a banner or standee (up to store size) in front of the stores about cusomer will receive 10% discount voucher for the next time after finish their purchase that has a full set of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection Next weeks: Every purchase has a product from “Luminary – Tinh Tú” Sterling Silver Jewelry Collection will be discount for 5% Next weeks: Customer buy a product from “Luminary – Tinh Tú” Sterling Silver Jewelry Collection with be albe to buy other silver products at a 5% to 10% discount price When cusomer purchase a full set of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection, their will have free Jewelry Engraving Service on their own jewelry Engraving Service is no longer strange to us such as Lipstick Engraving of YSL, Handbag Engraving of Dior but it never stops being hot This is adies always have a desire to have their unique, their identity stamp that affirms their ownership Run promotion FLASH SALE – FLASH DEAL (discount for 10%) twice a week on e-commerce platform such as Lazada, and Shopee ˗ Advertisement and Public Relations Media cooporation with KOLs: First, we give them their collab promotion code and our products KOLs upload video they unboxing a full set of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection and style it by mix&match it with clothes on their channel such as Tiktok, Youtube, Facebook, Instagram… and then give their followers their code to get the discount Run ads about Luminary – Tinh Tú” Sterling Silver Jewelry Collection storyline on social media such as Tiktok, Facebook, Instagram which attractive customers ˗ Key massage: Every lady is a star – Mỗi gái tinh tú Slogan: Lấp lánh nấc da – Tôn vinh đường nét Sponsor maximum set of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection, for each upcoming fashion show, MV, short film… which have content about Feminist ˗ Key massage: Every lady is a star – Mỗi gái tinh tú Slogan: Lấp lánh nấc da – Tôn vinh đường nét Pay for megazines to public the work about of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection and story to honor woman/girl… ˗ Key massage: Every lady is a star – Mỗi gái tinh tú Slogan: Lấp lánh nấc da – Tôn vinh đường nét ˗ Direct Marketing: Sales staff will call for potential, loyal customer to promote about of “Luminary – Tinh Tú” Sterling Silver Jewelry Collection and give them the discount voucher or free gift IV Appedix: Question in Survey: [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13] [14] [15] [16] [17] [18] What is your name? What is your sex? How old are you? Where you live? What you do? Where does your income come from? What is your average monthly income? Do you wear jewelry? Which type of jewelry you often wear? Do you buy jewelry as a gift? Which type of jewelry you often buy as a gift? How much are you willing to spend for each item? What is material you look for when buying jewelry? What you looj for when buying them? Where you buy them? How often you wear jewelry? How often you buy jewelry? How you buy jewelry? 17 [19] Which promotion gives you motivation to buy? V References: Huyền, Đ., 2020 PNJ lấy lại đà phục hồi sau dịch COVID-19 [online] Ncov.vnanet.vn Available at: [Accessed July 2022] World Gold Council 2021 Jewellery [online] Available at: [Accessed July 2022] Open Development Vietnam 2019 Dân số tổng điều tra dân số [online] Available at: [Accessed July 2022] Cia.gov 2022 [online] Available at: [Accessed July 2022] Quang, V., 2019 PHU NHUAN JEWELRY JSC (PNJ VN EQUITY) PNJ VN EQUITY [online] Yuanta Securities Vietnam Available at: [Accessed July 2022] CFA Society Vietnam, 2022 CFA Institute Research Challenge Retail Sector, Consumer Discretionary Industry Ho Chi Minh Stock Exchange (HOSE) [online] Available at: [Accessed July 2022] Minh Thien, 2018 Bước PNJ [online] Brandsvietnam.com Available at: [Accessed July 2022] Cam Van, 2019 PNJ – lãi nghìn tỉ nợ lương, nợ thuế [online] Ngày Online Available at: [Accessed July 2022] Anh Nhi, 2021 Báo cáo tài q II/2021: PNJ có lãi 224 tỷ đồng dòng tiền kinh doanh âm 250 tỷ [online] Vietnam Daily | Tin tức Việt Nam Daily, cập nhật nóng 24/7 Available at: [Accessed July 2022] 10 TH, 2022 PNJ: Lãnh đạo lương cao kỷ lục, 'phải trả' người lao động thuế 500 tỷ đồng [online] Sohuutritue.net.vn Available at: [Accessed 10 July 2022] 11 PNJ 2018 PNJ - NHỮNG NỀN MÓNG CHO SỰ BỨT PHÁ TĂNG TRƯỞNG [online] Available at: [Accessed 11 July 2022] 12 Thu Ha, 2021 Vượt bão Covid, PNJ tăng trưởng bứt phá nhờ chuyển đổi số [online] Nhịp sống kinh tế Việt Nam & Thế giới Available at: [Accessed 11 July 2022] 13 Hai Yen, 2021 “Se duyên” với AWS, PNJ không để lỡ “chuyến tàu” chuyển đổi số [online] Đầu Tư Online Available at: [Accessed 11 July 2022] 14 Thinh, P., Kien, H., Nhung, N., Thai, L and Quang, N., 2015 Situation Analysis Report Phu Nhuan Jewelry Joint Stock Company [online] Available at: [Accessed 11 July 2022] 18 15 Thuy Quynh, 2021 PHÂN TÍCH THỊ TRƯỜNG TRANG SỨC TẠI VIỆT NAM NHỮNGNĂM GẦN ĐÂY [online] Available at: [Accessed 11 July 2022] 16 Bach, P., 2022 PHU NHUAN JEWELRY JSC (PNJ) ─ UPDATE VNDIRECT RESEARCH [online] VNDIRECT Securities Corporation Available at: [Accessed 14 July 2022] 17 Thao, T., 2022 Chiếm lĩnh 50% thị phần trang sức, PNJ chưa dừng lại [online] Người Đưa Tin Available at: [Accessed 13 July 2022] 18 Edward, N., 2021 Chiến lược marketing PNJ? Chiến lược nữ hoàng trang sức Việt [online] iSEO1.com Available at: [Accessed 14 July 2022] 19 Sjc.com.vn 2020 SJC [online] Available at: [Accessed 11 July 2022] 20 2020 [online] Available at: [Accessed 11 July 2022] 19 ... – Tinh Tú”: Sterling Silver Jewelry Collection ˗ Details: Luminary Sterling Silver PNJSilver Pendant, Luminary Sterling Silver PNJSilver Earrings, Sterling Silver PNJSilver Bangles ... Luminary Sterling Silver PNJSilver Pendant, Luminary Sterling Silver PNJSilver Earrings, Sterling Silver PNJSilver Bangles ˗ ˗ Material: Silver 925, Swarovski Zirconia stones Photos of Collection: ... PNJSilver, like a modern young lady, has always led the trend with broad and creative collections of silver jewelry and accessories since its debut on the Vietnamese jewelry market in 2001 PNJSilver