Market Summary
Market Demographics
Vietnam covers an area of 331,212 km² and is characterized by its tropical climate Approximately three-quarters of the country consists of hilly terrain, primarily composed of low hills, while the plains make up only a quarter of the total land area.
Effective marketing planning for Fami Jelly by Vinasoy involves identifying target audiences, analyzing market trends, and developing strategic campaigns Emphasizing product quality and unique selling points can enhance brand visibility and consumer engagement Utilizing digital marketing channels and social media platforms will further amplify outreach, driving sales and customer loyalty Consistent evaluation of marketing strategies is essential to adapt to changing consumer preferences and market dynamics.
+ Vietnam is divided into 3 regions: North, Central and Southern
As of the 2019 Vietnam Census, 55.5% of the population is under 35 years old, with an average life expectancy of nearly 76 years, surpassing that of other countries with similar income levels in the region However, the country is experiencing rapid population aging Currently, the middle class constitutes 13% of the population, and it is projected to double to 26% by 2026.
+ The per capita income of Vietnamese people is about 3,000 USD/person/year
▪ Behavior factors + Consumer want to buy a healthy option which is organic and less sugar + Consumer tend to use plant-based product instead of diary product
+ Consumer also want a canned product for covenience and easy to buy in covenient store, supermarket,…
Market Needs
Fami Jelly target consumer who have interest in healthy lifestyle and seek to a instant dessert made by soy and low sugar, provide nutrients 7
+ Healthy product: Consumer want a product which contain low-sugar, organic and provide them nutrients such as Omega-s, Vitamins,…
+ Convenience, easy to use and buy: Consumer want a easy- -use product to and can buy easily due to their busy life
Effective marketing planning for Vinamilk's Fami Jelly involves identifying target audiences, analyzing market trends, and developing strategic promotional campaigns By focusing on product uniqueness and consumer preferences, Vinamilk can enhance brand visibility and drive sales Continuous evaluation of marketing strategies will ensure adaptability and success in a competitive landscape Engaging content and SEO optimization are crucial for attracting online traffic and increasing customer engagement with Fami Jelly products.
+ New healthy dessert: With the taste of cool, smooth, Fami Beancurd could be a good dessert for tropical country like Viet Nam.
Market Trend
Recent market research indicates a growing consumer preference for healthy, plant-based products, with an emphasis on reducing sugar content and incorporating essential nutrients.
Fami Jelly is a nutritious beancurd made from organic, non-GMO soybeans, packed with essential omega fatty acids, vitamins, and minerals This product prioritizes low sugar content while offering delightful combinations with nuts like walnuts, almonds, and chia seeds to enhance its nutritional value.
Not only that, this is also the first canned beancurd product in Vietnam, which can be easily used and widely distributed throughout the retail locations across the country.
Market Growth
- The potential of the market is still great for Vinasoy to explore more on the way to conquer the target of 1 billion USD in revenue
- The current consumption of branded soymilk products in Vietnam accounts for only 45% of total soy milk consumption, much lower than 70% in Thailand
Despite holding over 84% of the market share, Vinasoy has yet to reach more than 50% of rural households and 65% of urban households in Vietnam This translates to over 52 million Vietnamese individuals who are still not utilizing Vinasoy products.
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer preferences, identifying target markets, and creating strategic promotional campaigns Emphasizing the unique qualities of Fami Jelly, such as its natural ingredients and versatility, can enhance brand visibility Incorporating digital marketing strategies, including social media engagement and influencer partnerships, will further drive consumer interest and boost sales Continuous market analysis and feedback collection will ensure that marketing efforts remain relevant and impactful.
SWOT Analysis
Strengths
- Strong branding and setup experience In the years 1997 - 2002 Vinasoy had to compete with many other big companies in Vietnam (Vinamilk, Dutch Lady, )
- Vinasoy has proven to be a major impact in the domestic market It is the foundation and springboard for international market entry
Modern technology is revolutionizing the food industry in Vietnam, highlighted by the establishment of the country's first soymilk factory, which ranks among the top five largest soymilk factories globally Additionally, the Vinasoy Soybean Research & Application Center stands out as the first and only center of its kind in Vietnam, driving innovation and research in soybean applications.
- The Vinasoy brand name has captured the hearts of Vietnamese people We were able to start distributing our products through Vietnamese people living in China
- Vinasoy has an enthusiastic human resource as well as the courage to learn and change.
Weaknesses
- Vinasoy has never created beancurd to compete with other pre-produced manufacturers, especially Soya, and customers are still familiar with pre-existing Beancurd types in the market
- Beancurd is a food that is difficult to preserve in the long term.
Opportunities
- Compete with Soya Garden which is already a well-known brand with delicious beancurd
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer preferences, creating targeted promotional strategies, and optimizing distribution channels By analyzing market trends and customer feedback, Vinasoy aims to enhance brand visibility and drive sales growth Engaging marketing campaigns and strategic partnerships will further strengthen Fami Jelly's position in the competitive landscape, ensuring sustained success and customer loyalty.
- No experience in producing canned foods.
Threats
- Demand and trend, consumers increasingly prefer natural, safe and convenient products Beancurd is also one of the current Gen Z favorite desserts
The demand for beancurd is steadily rising, presenting a significant opportunity for Vinasoy By developing a high-quality canned beancurd product with a long shelf life, Vinasoy can effectively meet this growing consumer interest and capitalize on the market potential.
Competition
Vinasoy, a leading Vietnamese enterprise known for its soybean milk products, is set to enter the competitive dessert market with its innovative canned beancurd This product will mark a significant milestone as Vinasoy becomes the first company to mass-produce canned beancurd, giving it a unique advantage in a market dominated by established players like Vinamilk and TH True Milk, which have long been recognized for their yogurt offerings, as well as Anh Hong’s popular flan Despite the familiarity customers have with these established brands, Vinasoy's pioneering approach to canned beancurd positions it to carve out a niche in this growing dessert segment.
Product Offering
Beancurd, a renowned dessert from Singapore, is so iconic that there's a saying: "Anyone who visits Singapore without trying Beancurd has never truly experienced the island." Despite its small size, Singapore boasts over 200 shops dedicated to serving this delicious bean milk treat.
Effective marketing planning for Fami Jelly by Vinasoy involves strategic analysis of market trends, consumer preferences, and competitive positioning This comprehensive approach ensures that Fami Jelly meets the needs of its target audience while maximizing brand visibility By focusing on innovative marketing techniques and leveraging digital platforms, Vinasoy can enhance customer engagement and drive sales growth Continuous evaluation of marketing strategies will allow for adjustments that align with consumer feedback and market dynamics, ultimately solidifying Fami Jelly's presence in the marketplace.
Crafted from 100% organic soybeans, our fragrant soy milk is expertly blended with natural flavors such as pineapple leaves and Japanese green tea This unique mixture is then combined with Carrageenan algae, known for its sea essence, to create pure white beancurd.
The sweet and refreshing taste of organic soy milk, the pure aroma of the pineapple leaves, a little smoothness of the tongue, the cool.
Keys to Success
Vinasoy aims to create the most delightful, delicious, and healthiest beancurd in Vietnam, ensuring exceptional customer satisfaction with every first taste of their uniquely crafted product.
MARKETING STRATEGY
Vinasoy will definitely not be missed in terms of creativity and breakthrough
It is considered as a "gold" brand and put its name on the list of companies operating effectively, sustainable development and daring business strategies in the market If
Two decades ago, while major companies competed in the cow's milk market, Vinasoy carved out a niche by specializing exclusively in soy milk production This strategic focus allowed Vinasoy to capitalize on the growing demand for nutritious plant-based beverages As global trends shift towards healthier options, Vietnamese consumers are increasingly embracing this traditional yet nutritious drink Today, Vinasoy has nearly monopolized the soy milk carton segment, solidifying its position as a market leader.
Effective marketing planning for Fami Jelly by Vinasoy is essential for maximizing product visibility and consumer engagement This strategic approach involves identifying target audiences, analyzing market trends, and developing promotional strategies that resonate with potential customers By leveraging unique selling points and emphasizing quality, Vinasoy can enhance brand recognition and drive sales growth Continuous evaluation of marketing efforts will ensure adaptability and long-term success in the competitive food product market.
9 more than 80% market share of a trillion-dollar industry_ a desirable ideal figure of any business in the FMCG industry.
Mission
Vinasoy is dedicated to delivering top-quality nutritional products to customers across all its markets The company is committed to ongoing research and refinement in the production of soy-based foods and beverages, ensuring the highest standards for discerning consumers This mission aims to enhance the quality of life for both the community and its partners, fostering prosperity and meaningful connections.
Marketing Objectives
▪ Focus on developing the soy milk industry through expanding raw material areas and diversifying products
▪ Restructure sales and marketing strategies in a streamlined direction, increasing efficiency
▪ Aim to produce other products derived from soybeans
▪ Increase promotion and distribution activities in the country and the world.
Financial Objectives
▪ A billion USD sales target in 2027 1
▪ Maintain growth of at least 20% per year
▪ Maintain marketing and promotion expense about 7-8% of total costs, the average level of FMCG industry
▪ Focus on highly profitable activities and suspend unsatisfactory channels.
Target Markets
Effective marketing planning for Fami Jelly by Vinasoy involves understanding target demographics, identifying unique selling propositions, and developing strategic promotional campaigns By leveraging market research, Vinasoy can position Fami Jelly as a preferred choice among consumers, emphasizing its quality and nutritional benefits Implementing SEO strategies will enhance online visibility, driving traffic to product pages and increasing brand awareness Continuous evaluation and adaptation of marketing strategies will ensure sustained growth and customer engagement in a competitive market.
With the rising trend of organic food consumption and a growing emphasis on healthy eating, Vinasoy is dedicated to innovating and diversifying its product offerings to meet the evolving demands of consumers Research by Nielsen indicates that 86% of Vietnamese consumers prioritize organic and naturally sourced products for their meals due to their safety, nutrient richness, and environmental friendliness In response, Vinasoy aims to align its new products with market trends and consumer nutritional preferences Despite leading the soymilk market, approximately 50% of rural households and over 65% of urban households have yet to access Vinasoy products Consequently, Vinasoy is focused on expanding its market share by targeting this untapped potential customer base, particularly in the South, where consumers favor innovative and responsive manufacturers.
Positioning
Vinasoy aims to establish itself as the leading player in Vietnam's soybean production and processing sector by capitalizing on its unique advantage as the country's first and only enterprise dedicated exclusively to soybeans.
Vinasoy is dedicated to providing customers with the finest health benefits and the authentic taste of natural soybeans Unlike its competitors that offer flavored soy products, Vinasoy prioritizes the production of pure natural soybeans, ensuring that any additional flavors maintain the traditional cereal essence.
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer preferences, enhancing product visibility, and implementing strategic promotional campaigns By leveraging market research, Vinasoy can tailor its offerings to meet customer demands, ensuring brand loyalty and increased sales Additionally, utilizing digital marketing channels will amplify reach and engagement, positioning Fami Jelly as a preferred choice among consumers Consistent evaluation of marketing strategies is essential for adapting to market trends and optimizing overall performance.
Strategies
Vinasoy aims to establish itself as the leading producer and processor of soy products, with a commitment to sustainable development rooted in its original values With nearly 20 years of experience focusing exclusively on soybeans, Vinasoy has mastered the art of creating high-quality, nutritious soy products The company effectively communicates its message of quality through various channels, including its informative website, which serves as a reliable resource for consumers seeking information about Vinasoy's offerings This strategic branding approach underscores Vinasoy's dedication to delivering the best soy products on the market.
Marketing planning for Fami Jelly by Vinasoy focuses on developing effective strategies to enhance product visibility and consumer engagement The plan emphasizes understanding market trends and consumer preferences to tailor promotional efforts Key objectives include increasing brand awareness, driving sales, and establishing a strong market presence By leveraging digital marketing channels and innovative advertising techniques, Vinasoy aims to connect with a broader audience and boost customer loyalty for Fami Jelly.
When developing products tailored to specific customer segments, such as families, children, women, and the newly launched Soymen—Vietnam's first soy milk designed for men—Vinasoy's approach is deeply rooted in the philosophy of "An và Lành," which emphasizes health and well-being.
International scientific conferences on "healthy nutrition" and soy milk play a crucial role in Vietnam by providing valuable industry workshops that update the latest global knowledge on soybeans These events help enhance public understanding of this nutritious food Additionally, Vinasoy is dedicated to ongoing research and innovation, continuously developing unique new soy milk products.
In recent years, Vinasoy has successfully established a strong presence in the market by creating distinct identities for its brands The parent brand is recognized for promoting healthy nutrition, while Fami is positioned as a family-friendly option, and Vinasoy itself embodies a blend of nutrition and beauty.
The final marketing strategy involves leveraging mass media, including television, newspapers, and online platforms, to effectively connect with households across urban and rural areas This approach is particularly aimed at engaging younger audiences who predominantly consume content online rather than through traditional television.
Marketing Program
Vinasoy' commercial strategy includes the following Marketing-Mix strategy (4P)
Product: Fami's strategic foundation is based on a large-scale business plan for new products
- Before launching new products on the market, Fami always polls customers whether old products are accepted by consumers or not, consumers are not satisfied
Effective marketing planning for Fami Jelly by Vinasoy involves identifying target audiences, defining unique selling propositions, and implementing strategic promotional activities By focusing on product quality and consumer preferences, Vinasoy aims to enhance brand visibility and drive sales Continuous market analysis and feedback integration are crucial for adapting marketing strategies to meet evolving consumer demands.
Since the launch of new features for products like calcium-fortified Fami and Fami Jelly canned beancurd, the company has implemented engaging marketing programs to capture customer interest.
Vinasoy, particularly its Fami line, is committed to innovation, consistently enhancing product value and benefits for consumers Their messaging is strategically tailored to resonate with their target audience.
Effective marketing planning is essential for the successful promotion of Fami Jelly by Vinasoy This product requires a strategic approach to reach target consumers and enhance brand visibility Key elements of the marketing plan should include market research, identifying customer preferences, and leveraging digital platforms for advertising Additionally, establishing partnerships with retailers and utilizing social media can significantly boost product awareness Ultimately, a well-structured marketing strategy will contribute to the growth and popularity of Fami Jelly in a competitive market.
Pricing: is an important consideration This will be focused on a retail price per unit
Under the agency model, agents purchase goods directly from the Company at set prices, subsequently marking up these prices for sale to distribution middlemen Ultimately, consumers acquire these products at a ceiling price or a variable price, influenced by the market region.
Under the distributor model, distributors buy products directly from the Company at a specified price, which includes a partial discount They then redistribute these goods to wholesale and retail intermediaries, applying the discount rates set by the Company Ultimately, consumers purchase these products at retail prices in stores.
Place: FamiJelly products are distributed through 2 channels: direct channel and indirect channel Promotion: The campaign will be carried out in a variety of ways
- Vinasoy’s direct distribution channels include the Company's sales staff, the product introduction store placed in front of the Company's portal
- Distribution model: Besides using traditional distribution channels, the company uses modern distribution channels as supermarkets and Horeca (Hotel – Restaurant - Cafe)
- Futhermore, we will use e-commerce as Tiki, lazada, shopee to reach more young customers
Unfortunately, the provided content appears to be repetitive and nonsensical However, I can try to create a paragraph based on the keywords "marketing planning for products Fami Jelly of Vinasoy." Here's a possible result:Effective marketing planning is crucial for the success of Fami Jelly, a popular product from Vinasoy A well-structured marketing strategy can help increase brand awareness, drive sales, and expand the customer base for Fami Jelly By understanding the target audience, analyzing market trends, and identifying key competitors, Vinasoy can develop a tailored marketing plan that showcases the unique features and benefits of Fami Jelly This may include leveraging social media platforms, collaborating with influencers, and running targeted advertising campaigns to reach the desired audience and ultimately boost product sales.
- We use some available advertising tools such as product packaging, product introduction documentary which will inform on our company website and pages on Facebook
- At the point of sale: Posters, banners, product displays, and on the street: Panel, banner, steam gate,
- We also conduct 2 campaigns to introduce new product and attract customers’ attention
Those campaigns are described in master plan
• Sales promotion: We will implement both consumer promotions and point-of-sale promotions
- Promotion for customers: We will organize programs such as "Lucky draw" with attractive rewards to create attention for customers and stimulate them to buy products
Boost your retail sales with our exclusive promotional offer! When you purchase three boxes of FamiJelly during peak consumption months, you'll receive an additional box of our delicious dairy milk products for free Take advantage of this opportunity to enhance your product offerings and attract more customers to your store.
Annually, we organize sales conferences and participate in fairs and exhibitions, sell over the phone
VinaSoy organizes talks and seminars about company’s nutritional products
We also sponsor game shows on television such as Fast like lightning (Nhanh như
Effective marketing planning for Fami Jelly by Vinasoy involves a comprehensive strategy that highlights the product's unique qualities and benefits This includes understanding target demographics, utilizing engaging promotional tactics, and leveraging digital marketing channels to enhance brand visibility By focusing on consumer preferences and market trends, Vinasoy can position Fami Jelly as a leading choice in the jelly segment, driving sales and fostering brand loyalty Continuous evaluation and adaptation of marketing strategies will ensure sustained growth and relevance in a competitive market.
16 chớp), Running Man (Ch ạy đi chờ chi), Challenging comedians (Thách th c danh ứ hài)
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer preferences, enhancing product visibility, and implementing strategic promotional activities By analyzing market trends and customer feedback, Vinasoy aims to position Fami Jelly as a leading choice in the jelly segment Emphasizing quality ingredients and innovative flavors, the marketing strategy seeks to attract diverse consumer demographics Engaging social media campaigns and collaborations with influencers will further amplify brand awareness and drive sales Overall, a comprehensive approach to marketing planning ensures that Fami Jelly meets consumer needs while achieving business objectives.
Effective marketing planning for Fami Jelly by Vinasoy involves understanding consumer preferences, identifying target markets, and developing strategic promotional campaigns By leveraging social media and digital marketing, Vinasoy can enhance brand visibility and engage with potential customers Additionally, conducting market research will help in refining product offerings and improving customer satisfaction Fami Jelly's unique selling propositions should be highlighted to differentiate it from competitors, ensuring a strong market presence Overall, a comprehensive marketing strategy is essential for driving sales and fostering brand loyalty for Fami Jelly.
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding target demographics, developing unique selling propositions, and implementing strategic promotional campaigns By leveraging market research, Vinasoy can identify consumer preferences and trends, ensuring that Fami Jelly meets customer needs Additionally, collaboration with distribution channels will enhance product visibility and accessibility, driving sales growth Continuous evaluation of marketing strategies will allow for adjustments based on performance metrics, ensuring sustained success in the competitive market.
Marketing Reaserch
Vinasoy holds a dominant position in the industry with over 84% market share, making it a favored brand among Vietnamese families The "Home is Where I Live" campaign for Fami soy milk has further solidified Vinasoy's image in the public's perception Additionally, Vinasoy utilizes various brand fan pages and product review sites to gain insights into customer reactions to new products, allowing for informed design changes and improvements.
FINANCIALS
This section will be evaluated based on financial report of the Duong Quang Ngai Company This financial statements articles for the fiscal year ended December 4
31, 2020 The Company (QNS) has 16 subordinate units dependent accounting Of those, there are 4 units the divison Vinasoy of
▪ Cost of goods sold: 2165 x 10 9 VN D
❖ Fami Jelly is estimated at 1/5 Vinasoy
▪ Cost of goods sold: 433 x 10 9 VND
❖ Fami Jelly belong to a FMCG product _ convenience goods The raw material for the product is mainly soymilk Therefore, the actual cost to create the product is not high
▪ Unit cost: 9,000VND (= Product price + Other costs incurred, if any (shipping, packaging, marketing, labor )
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer needs, defining target markets, and developing strategies that highlight the product's unique qualities By leveraging market research, Vinasoy can create compelling messaging that resonates with potential customers Additionally, utilizing various promotional channels will enhance brand visibility and drive sales Emphasizing quality ingredients and health benefits will further attract health-conscious consumers, positioning Fami Jelly as a top choice in the competitive jelly market.
▪ The COGS of the product unit is 9,000 VND, the expected gross profit is 40%, the retail price will be:
Break-Even Analysis
Monthly Sales Break-Even 36 x 10 9 VND
Expense Forecast
CONTROLS
Fami Jelly will monitor these areas in order to gauge performance:
Effective marketing planning for Vinamilk's Fami Jelly involves understanding target demographics, establishing clear objectives, and creating strategic promotional campaigns By analyzing market trends and consumer preferences, Vinamilk can position Fami Jelly as a leading product in the jelly segment Emphasizing unique selling points and leveraging digital marketing channels will enhance brand visibility and drive sales Continuous evaluation of marketing strategies will ensure adaptability and sustained growth in a competitive market.
Implementation
End Date Budget Manager Department
Marketing Organization
All-stars team will be responsible for the marketing activities.
Contingency Planning
Effective marketing planning for Fami Jelly by Vinasoy focuses on understanding consumer preferences, enhancing brand visibility, and implementing targeted promotional strategies By leveraging market research, Vinasoy aims to position Fami Jelly as a leading choice in the jelly segment, emphasizing its unique qualities and health benefits Continuous evaluation of marketing tactics ensures alignment with consumer trends and maximizes engagement.
+ Price high, customer do not like the savour + Perishable (not contain preservative)
+ Warning not to use for people who have allergy to soy bean
Effective marketing planning for Fami Jelly by Vinasoy is crucial for product success Understanding target demographics and market trends will enhance brand visibility Implementing strategic promotional activities can significantly increase consumer engagement Collaborating with influencers and utilizing social media platforms will help reach a broader audience Continuous evaluation of marketing strategies ensures adaptability in a competitive landscape Prioritizing customer feedback will drive product improvements and foster brand loyalty.