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Thương hiệu trà Cozy ngày nay không còn quá xa lạ với người tiêu dùng Việt Nam. Họ là một doanh nghiệp luôn cố gắng mang đến cho người tiêu dùng những ly trà thơm ngon và an toàn. Ngày nay với tình hình dịch bệnh Covid19 diễn biến vô cùng phức tạp đã phần nào ảnh hưởng đến hành vi của người tiêu dùng trong việc tiêu dùng sản phẩm của mình. Người tiêu dùng ngày nay có xu hướng thích các sản phẩm tự chế biến, phần vì dịch bệnh, phần vì quan tâm đến sức khỏe nhiều hơn. Điều gì sẽ xảy ra nếu người tiêu dùng có thể tự pha cho mình một ly trà sữa tại nhà? Vì vậy, nhóm chúng em quyết định thực hiện đề tài “Lập kế hoạch Marketing cho sản phẩm mới của Cozy – Trà sữa tự pha giai đoạn 12022 – 122022”. Và công việc sẽ được thảo luận với cấu trúc của đề tài gồm 6 phần chính
THE FINANCIAL UNIVERSITY OF FINANCE & MARKETING Class: CLC_20DMA09 Course code: 2111702006009 CREATING A MARKETING PLAN FOR COZY’S NEW PRODUCT - SELF BREWED MILK TEA IN PERIOD 1/2022 – 12/2022 Majors: MARKETING Specialized: MARKETING MANAGEMENT Ho Chi Minh city, 2021 i THE FINANCIAL UNIVERSITY OF FINANCE & MARKETING Class: CLC_20DMA09 Course code: 2111702006009 CREATING A MARKETING PLAN FOR COZY’S NEW PRODUCT - SELF BREWED MILK TEA IN PERIOD 1/2022 – 12/2022 Instructors: Master Đặng Huỳnh Phương Student Implementation: Name Student Code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Phạm Hoàng Yến Nhi 2021008309 Ho Chi Minh city, 2021 ii GUARANTEE We hereby declare that this is our own marketing plan under the guidance of Mr.Dang Huynh Phuong Our marketing plan for “Cozy’s new product - Cozy Self Brewed Milk tea” is honest and has not been published in any form before The data in the tables for analysis, comments and evaluation are personally collected from different sources with clearly stated origins If we detect any fraud, we will take full responsibility for the content of our essay iii ACKNOWLEDGEMENT First of all, we would like to express our deep gratitude to my teacher Mr.Dang Huynh Phuong, who wholeheartedly guided us throughout the course of studying Marketing Management He helped us orient the topic, layout the lesson, correct the content and present the lesson in a scientific and effective way Although there were many difficulties in the process, we tried our best to complete the lesson to the best of our ability However, it is inevitable that there will be shortcomings, we’re looking forward to receiving comments and evaluations to be able to improve Finally, we would like to wish all the teachers in the Faculty of Marketing good health, always success in your career as well as in life and keep enthusiasm to continue to carry out your noble mission of conveying knowledge for future generations Thank you sincerely! iv EXECUTIVE SUMMARY Cozy tea brand today is no longer too strange to Vietnamese consumers They are a business that always tries to bring consumers delicious and safe tea cups Today, with the extremely complicated Covid-19 epidemic, it has partly affected consumer behavior in consuming its products Today's consumers tend to enjoy homemade products for processing, partly because of the epidemic, partly because they care more about their health What if consumers could make themselves a cup of milk tea at home? Therefore, our group decided to implement the topic "Creating a Marketing Plan for Cozy’s new product – Self brewed milk tea in period 1/2022 – 12/2022” And the work will be discussed with the structure of the thesis consisting of main chapters: Chapter 1: Ecological Products Joint Stock company overview Chapter 2: SWOT & Macro - Environmental Analysis Chapter 3: STP Strategy Chapter 4: Marketing Mix Strategy Chapter 5: Action plan & Finance v TABLE OF CONTENTS GUARANTEE iii ACKNOWLEDGEMENT iv EXECUTIVE SUMMARY v CHAPTER ECOLOGICAL PRODUCTS JOINT STOCK COMPANY OVERVIEW 1 INTRODUCTION 1.1 Vision 1.2 Core values 1.3 Mission 1.4 Marketing Objectives 1.5 Brand Objectives 1.6 Financial Objectives CHAPTER SWOT & MACRO – ENVIRONMENT ANALYSIS 2.1 SWOT OF COMPANY 2.2 CURRENT MILK TEA MARKET SITUATION 2.2.1 Size and growth rate of Vietnam's milk tea market 2.2.2 Trends of milk tea consumption 2.2.3 Competition in the Vietnamese milk tea market 2.3 SWOT OF PRODUCT CHAPTER STP STRATEGY 3.1 SEGMENTATION 3.2 TARGETING 3.3 POSITIONING 10 CHAPTER 11 MARKETING MIX STRATEGIES 11 4.1 PRODUCT STRATEGY 11 4.1.1 Product’s attributes 11 4.1.2 Value propositions 11 4.1.3 Packaging 11 4.1.4 Branding 12 4.1.5 Labeling 12 4.1.6 Product support services 12 4.2 PRICE STRATEGY 13 4.3 DISTRIBUTION STRATEGY 14 4.3.1 Types of distribution strategies 14 4.3.2 Distribution channel 14 4.3.3 Distributor incentive policy 15 4.3.4 Distribution channel management 15 4.4 MARKETING COMMUNICATION STRATEGY 16 vi 4.4.1 Advertising 16 4.4.2 Public Relation 17 4.4.3 Promotion 18 CHAPTER 20 ACTION PLAN & FINANCE 20 5.1 ACTION PLAN 20 5.2 FINANCE 27 CONCLUSION 30 REFERENCES 31 vii LIST OF PICTURE Picture 1.1: Logo of ECO Products Company Picture 3.1: Positioning Cozy's products with other brands 10 Picture 4.1: Cozy milk tea Packaging 11 Picture 4.2: Cozy brand 12 Picture 4.3: Cozy’s website 13 Picture 4.4: Cozy’s distribution channel 14 viii LIST OF TABLE Table 3.1: Divide Vietnamese market of Cozy Table 4.1: Comparison price 14 Table 4.2: Cozy’s social networking channel 17 ix CHAPTER ECOLOGICAL PRODUCTS JOINT STOCK COMPANY OVERVIEW INTRODUCTION Eco Products Joint Stock Company ECO Products is a New Generation tea group, a leading manufacturer and exporter in Vietnam established in 2003 With the tea material area developed methodically in most of the famous tea regions of the country, ECO Products has invested in the most modern technologies to build the Cozy brand With almost 20 years of experience in the tea industry, Cozy has become the leading Vietnamese tea brand in Vietnam Picture 1.1: Logo of ECO Products Company 1.1 Vision Constantly creating and improving to bring tea product lines with attractive, unique and different flavors to satisfy the needs of Vietnamese consumers to enjoy tea In addition, the company also has a policy to take the lead in creating modern consumer trends and styles, committing to bring clean, environmentally friendly and healthy tea products to consumers 1.2 Core values The Cozy tea brand has oriented its business to combine the quintessence of Vietnam and modern technology with the adoption of world tea cultures to create truly valuable products and imprint not only in the domestic market but also ready to make a mark in the international market Besides, they are also committed to bringing clean, environmentally friendly and healthy tea products to consumers No matter who you are, at any age, prefer traditional or modern tea flavors, there are product lines to satisfy your tea drinking needs 1.3 Mission The mission of Cozy tea and the ECO Products are to become a leading corporation in Vietnam in the field of tea, bringing the Vietnamese brand off in the integration period, to not only succeed in the country but also reaching out to the world market, affirming the "Pride of Vietnamese Tea" 1.4 Marketing Objectives As a Vietnamese tea brand with nearly 20 years of age, Cozy is loved and known by many people Cozy is too famous for products such as tea bags, instant tea However, those Promotion form 3: Get convenient makeup box when buying Cozy milk tea products • Purpose: A small gift on women's holiday, thereby creating a stimulus to make customers buy more Cozy milk tea products • Quantity: 100 boxes Promotion form 4: Print on the packaging a QR code with a few different wishes on Valentine's Day so customers can scan and receive random emotional wishes on it • Purpose: Create a surprise when customers receive their own wishes From there, they can share their feelings and thoughts and spread them to those around them • Quanity: 20000 product Promotion form 5: Organize promotional activities for customers on special occasions • Purpose: Increase product sales • Quantity: 5000 products 19 CHAPTER ACTION PLAN & FINANCE 5.1 ACTION PLAN QUARTER Month Time (2022) Cost (VND) Use cozy's facebook page to post articles about new products and profitextraction activities to set up a fund to sponsor the program "Hành trình xanh, khởi nguồn cất cánh" 1/1 - 15 /1 20,000,000 Use Instagram ads as Story about a short Video of a new product 1/1 – 15/1 30,000,000 Run ads on Tiktok with short clips of new product launches 1/1 – 15/1 30,000,000 Run video ads for new products with the message "Vui khoẻ nhà, Tết trọn yêu thương" on Facebook 16/1 – 31/1 20,000,000 Hire Influencers to review Cozy's new product and demonstrate its healthy milk tea properties In addition, call on people to donate money to charity Youtuber: Sunhyun (466,000 followers) Phan Nu Uyen Nhi (423,000 followers) Tiktoker: Vegetarian diet (383,000 followers) Tebefood (474,600 followers) 16/1 – 31/1 40,000,000 Category Advertising January Public Relation 20 Promotion Consumers try products at stores Super cool display counters at sales locations 16/1 – 31/1 200 boxes of 8,000,000 Run video ads for new products with the campaign "Hành trình xanh, khởi nguồn cất cánh” on youtube 15/2 – 28/2 Post on information sites like , 2022, 2022Vietcetera, Spiderum and Zing 20/2 30,000,000 Organize QR code scanning activities on valentine's day 1/2 – 15/2 None Run video ads on youtube for new products with the campaign “Hành trình xanh, khởi nguồn cất cánh” 16/3 – 30/3 Running bus banners 1/3 – 28/3 7,000,000 Give away a convenient cosmetic bag on March when you buy products of Cozy milk tea 1/3 – 15/3 50,000,000 16,000,000 Advertising February Promotion Advertising March Promotion 17,000,000 Because of applying Price Skimming Strategy strategy, right from the first month of the first quarter, advertising, public relations and promotion activities will be promoted at the same time to promote people to know more about new products First in January, by using cozy's Facebook page to post articles about new products and profit extraction activities, set up a fund to the program "Hành trình xanh khởi nguồn cất cánh" and then run ads For this article with the goal of reaching about 10,000 interactions on this world's leading social networking site The message "Hành trình xanh khởi nguồn cất cánh" with the hope that each cozy product sold will be able to partly help the difficult situations after the pandemic, start a new beginning, start a new life of happiness and love After the program Cozy will announce specifically the revenue and how that money is used Besides, running video ads for new products with the message "Vui khoẻ nhà, Tết trọn yêu thương", in the hope of being able to bring delicious milk tea cups at home while still ensuring safety in the epidemic, the goal is to reach about 5000 clicks on tiktok and 7000 clicks on facebook to transfer to the e-commerce site With the hope of being able to bring delicious milk tea at home while ensuring disease safety In parallel with Facebook is advertising on two other major platforms, tiktok and instagram, with short clips to launch new products, with an estimated 300,000 views on 21 each platform In addition, hiring five famous influencers specializing in food review such as Sunhyun and Phan Nu Uyen Nhi on youtube and Vegetarian Kitchen, Tebefood on Tiktok will introduce cozy's new products, you will easily have a Milk tea at home Not only that, the influencers also introduced Cozy company's charity activities to help difficult situations after Covid Each influencer will be given 1000 30% discount codes to give to their channel followers With this strategy can reach up to 200,000 consumers And in a month from January 16, 2022 to February 16, 2022, the trial program will be deployed at Cozy's points of sale There will be staff members advising on products and usage, and each person who comes to the booth will be given a small and pretty cup of milk tea by Cozy so that they can taste Also during this time, there is a festival called Valentine's Day, by attaching a QR code on the packaging of each product and lightly scanning it with your phone, the female friend will receive loving wishes Besides, it is also publishing articles in newspapers such as Vietcetera, Spiderum and Zing to introduce people to the health benefits of milk tea ingredients, the process and stages of making a cup of Cozy milk tea In March, ran a video ad on youtube for a new product with the campaign "Hành trình xanh, khởi nguồn cất cánh" with million views Another strategy that is also applied from February to the end of March is advertising with banners on buses On the occasion of March 8, Cozy and all men will have a small gift for girls on International Women's Day, when buying two cups of homemade milk tea, they will be given a convenient makeup box Decorate with cute stickers Facebook 10,000 interactions and 7,000 clicks Tiktok 5,000 clicks and 300,000 views Youtube million views Instagram 300,000 views Influencer Have 4000 of sales 30% off code and reach 200,000 consumers Product experience Reach 800 people Scan QR code Reach 20,000 people Gift for 8/3 Reach 4000 people Advertising KPI Quarter Public Relation Promotion 22 QUARTER Month Advertising April Public Relation Advertising May Public Relation June Time (2022) Cost (VND) Running bus banners 1/4 – 30/4 7,000,000 Running ads on facebook about organizing a contest Cozy bonding love, 15/4 - 30/4 20,000,000 Hold a press conference to announce revenue and contribution amount and funding 10/4 10,000,000 Sponsor a contest to share family memories with Cozy Starting from 15/4 10,000,000 Run ads on Tiktok with short clips "Hành trình xanh, khởi nguồn cất cánh" 1/5 - 15/5 20,000,000 Running bus banners 1/5 - 31/5 7,000,000 Contest prize announcement 25/05 7,000,000 To banner on websites specializing in health and beverages such as health and life, healthy living 1/6 - 30/6 10,000,000 Running bus banners 1/6 – 30/6 7,000,000 Category Ads In the second quarter, when consumers have a certain awareness of Since Cozy has launched a new packaged milk tea product, this time Cozy has won the trust of consumers The charity fund organization in January lasts until March, then April is the time to announce the charity amount contributed by users Besides, Cozy will stop running ads on social networking sites and start investing in advertising with banners on buses After the charity event, Cozy will start organizing a contest for its Through two TVCs "Vui khoẻ nhà, Tết trọn yêu thương" and "Hành trình xanh, khởi nguồn cất cánh", consumers can also realize the value that Cozy is aiming for is health and affection of family during the pandemic Organizing a contest to share happy memories with family will 23 contribute to the community as well as Cozy will establish a closer relationship with its customers They will create a very good corporate image, especially FMCG businesses when the market has fierce competition KIP Quarter Facebook 10,000 interactions and 7,000 clicks Tiktok 3,000 clicks and 200,000 views Sponsor Reach about 1000 families, about 4000 consumers Advertising Public Relation QUARTER Month July August September Category Time (2022) Cost (VND) Advertising Continue to use banners on buses 1/7 - 30/9 21,000,000 Public Relation Share stories accumulated from the campaign "Hành trình xanh, khởi nguồn cất cánh" 1/7 – 30/9 None Promotion Organized an exchange program with universities in Ho Chi Minh City 15/9 – 30/9 50,000,000 As mentioned above, we focus more on Skimming pricing strategy, so the first half of the year (in quarter and 2) we focused a lot on communication to consumers to know the new Cozy product as much as possible At that time, in the third quarter, Cozy's communication tools were becoming more and more saturated, so we propose to limit these tools and keep them at a moderate level so as not to be forgotten in the market All three months, we propose to use all three communication tools: Advertising, PR and Promotion In the form of advertising, we will continue to use banners on bus routes to maintain the vitality of the message "Hành trình xanh, khởi nguồn cất cánh" For the Online aspect, Cozy will summarize the stories in the contest they have organized before, so that the good stories can be spread to more people And about Promotion, we propose to support Cozy product distribution agents to stimulate demand to make them import more Cozy new products And in September, Cozy will hold talks with students at universities such as University of Finance - Marketing, University of Economics, Open University, University of Industry, 24 University of Economics - Law to give gifts and exchange, talk about drinking milk tea properly for good health KIP Quarter Public Exchange Reach about 3000 students from universities QUARTER Month Category Time (2022) Cost (VND) PR Organized the program "Thần tài xanh Cozy" 7/10 - 28/10 15,000,000 Promotion Buy three cups of Cozy milk tea and get one free 1/10 – 30/10 None Follow the line of 11/11 sale events 11/11/2022 None Ads Run ads on youtube about changing Christmas packaging for Cozy milk tea products 1/12 - 12/15 10,000,000 Promotion 10% off for distributors 1/12 – 30/12 35,000,000 October ,November Promotion December At the end of the year, due to many festivals, this is the time to stimulate demand for products, helping buyers to buy more On the first day of October, the program "Thân tài xanh Cozy" will be held When you buy a cup of milk tea, there is a piece of paper under the lid of the box, and on Sunday, a draw will be held to choose about 50 lucky customers will receive a discount code worth 300,000 when buying any Cozy product, this program will take place within weeks Not only that, on the occasion of the end of the year, to stimulate product demand, increase sales, deploy 10% discount for distributors and buy get free in the fourth quarter And moreover, we suggest Cozy will follow line of events across the country, it is Sale 11/11 near the end of the year On November 11, Shopee succeeded in creating new behavior for consumers, on this day consumer demand increased extremely high, Cozy applying discount codes on commerce platforms on 11/11 is extremely reasonable In December alone, Cozy will run a facebook ads about changing product packaging to match the Christmas festival 25 Advertising Youtube Reach million views Public Sponsoring Reaching about 2000 people Promotion buy get free 2000 products 10% discount for distributors 10000 products Events 11/11 3000 products KIP Quarter Promotion TIMELINE Category Advertising Public Relation Time Introducing new products on Facebook platform 1/1 - 28/2 15/4 - 3/4 Introduce the site on Instagram as a Story 1/1 - 15/1 Ads on tiktok 1/1 - 15/1 1/5 - 15/5 Run Youtube ads 1/12 - 15/12 16/3 - 30/3 Post on news sites 20/2 Banners on the bus 3/2022 – 8/2022 Run banners on health and beverage websites 1/6 - 30/6 Using Influencers 15/1 - 31/1 Hold a press conference, announce the amount of the grant 10/4 Sponsor the contest to share memories with family 15/4 - 22/5 26 10 11 12 2022 Promotion Share the stories accumulated from the contest 7/2022 – 9/2022 Organize exchanges with universities 15/9 - 30/9 Organize “Thần tài xanh Cozy” 7/10 - 28/10 Product free experience 16/1 - 31/1 Organize QR code scanning activities 1/2 - 15/2 Give away a bag of cosmetics on March 1/3 - 15/3 Buy get free 1/10 - 30/10 Sale 11/11 11/11 Discount 10% off for distributors 1/12 - 30/12 5.2 FINANCE Markup Pricing analysis: • • • • • Number of products sold by quarter: 2,272,125 products Quarterly markup revenue: 79,524,375,000 VND Average revenue per product: 10,500 VND Average variable cost per unit: 4,500 (VND) Estimated quarterly fixed costs: 45,442,500,000 (VND) Unit Cost = variable cost + (fixed cost / unit sales) = 4500 + ( 45,442,500,000 / 2,272,125) = 24,500 (VND) Markup price = unit cost/ (1 - desired return on sales) = 24,500/ (1 - 30%) = 35,000 (VND) 27 SALES FORECAST Times Quarter (M1 - M2 -M3) Quarter ( M4 - M5- T6) Quarter Quarter (M7 - M8 - M9) (M10 - M11 - M12) Sales (product) 3,550,000 2,524,000 1,007,000 2,040,000 Revenue (VNĐ) 124,250,000,000 88,340,000,000 35,245,000 71,400,000,000 Cost(VNĐ) 86,975,000,000 61,838,000,00 24,671,500,000 49,980,000,000 The expected profit forecast after one year is: 95,770,500,000 (VND) COST FORECAST Format Advertising Process Quanity Unit Cost (VND) Note Social Media Post/ Video 183,000,000 Facebook, Instagram, Tiktok, Youtube Information Page Post/ Video 30,000,000 Dùng cho Vietcetera, Spiderum, Zing Banner Picture 52,000,000 Dùng cho xe bus website Total fee of Advertising Public Relation Use influencer 265,000,000 (VND) People 28 40,000,000 Using influencers on Youtube and influencers on TikTok Deduct 10% of profits to support charity 3550000 Product 3,727,600,000 Sponsor the contest Contest 10,000,000 Exchange University 50,000,000 “Thần tài xanh Cozy” 45 Prize 15,000,000 Total fee of Public Relation Promotion Exchange in universities inh HCM city 3,817,600,000 (VND) Product free experience 200 Product 8,000,000 Give away products 10000000 Product 50,000,000 Discount for distributors 10000 Product 35,000,000 Sales 11/11 3000 Product 31,500,000 Total fee of Promotion 124,500,000 (VND) TOTAL FEE 4,207,100,0000 29 CONCLUSION New product development strategies are based on analysis of instant milk tea market opportunities as well as advantages, difficulties, challenges and the possibility of success of Cozy Self Brewed Milk tea With the feature of self brewed milk tea in eco-friendly paper cups, adjustable sweetness and full of convenience, Cozy is looking to build its image in the minds of consumers, not only as a drink that satisfies personal taste but also safes for consumers' health The implementation of the new product strategy needs to be taken care of by the Board of Directors and adjusted to suit the needs and development of the market It is necessary to closely monitor promotional activities and train dynamic staff to make products easily accessible to consumers In the following years, the company needs to continue to implement various action programs to make the product familiar to consumers For a new product to be effective and acceptable to consumers, the company will have to be agile in seeing, understanding customer needs, and understand the characteristics of the company's potential segments In addition, the company must study the market carefully, make appropriate development policies for new products If the company performs well and fully the above tasks, Cozy will develop more and more, have a firm foothold in the market, and in the future will be a strong beverage company 30 REFERENCES EZCOMCLASS (2020) điều nên biết trà sữa tự pha The Alley Truy cập ngày 4/12/2021 tại: https://ezcomclass.com/5-dieu-nen-biet-vetra-sua-tu-pha-the-alley/ Marketing AI (2020) Nghiên cứu thị trường trà sữa Việt Nam: “mỏ vàng” doanh nghiệp Truy cập ngày 5/12/2021 https://marketingai.vn/nghien-cuu-thi-truong-tra-sua-viet-nam/ Toplist (2021) Top trà sữa hòa tan yêu thích Truy cập ngày 4/12/2021 tại: https://toplist.vn/top-list/tra-sua-hoa-tan-duocyeu-thich-nhat-hien-nay-43053.htm 31 JOB DESCRIPTION & CONTRIBUTION NO FULL NAME JOB DESCRIPTION CONTRIBUTION Trương Quốc King • Chapter 1: Core Value + Mission • Chapter 2: SWOT of Company • Chapter 3: Positioning • Chapter 4: Communication Strategy • Chapter 5: Action plan + Finance • Summarize content 33,33% Nguyễn Hồi Nam • Chaper 1: Strategy Objective • Chapter 2: Swot of Product • Chapter 3: Segmentation + Targeting • Chapter 4: Communication Strategy • Chapter 5: Action plan + Finance 33,33% Phạm Hồng Yến Nhi • Chapter 1: Company overview + Vision • Chapter 2: Marketing Situation • Chapter 3: Segmentation + Targeting • Chapter 4: Product + Price + Distribution Strategy • Chapter 5: Action Plan 33,33% TOTAL 100% 32 CHECKING BOARD 33 ... Positioning Cozy'' s products with other brands 10 Picture 4.1: Cozy milk tea Packaging 11 Picture 4.2: Cozy brand 12 Picture 4.3: Cozy? ??s website 13 Picture 4.4: Cozy? ??s... GUARANTEE We hereby declare that this is our own marketing plan under the guidance of Mr.Dang Huynh Phuong Our marketing plan for ? ?Cozy? ??s new product - Cozy Self Brewed Milk tea” is honest and has... 4.1: Cozy milk tea Packaging 11 4.1.4 Branding Picture 4.2: Cozy brand With more than 20 years of experience in the tea industry, Cozy has become the leading Vietnamese tea brand in Vietnam Cozy