MARKETING PLANNING FOR PRODUCTS FAMI JELLY OF VINASOY

THE FINANCIAL UNIVERSITY OF FINANCE AND MARKETING FINAL REPORT MARKETING MANAGEMENT MARKETING PLANNING FOR PRODUCTS FAMI JELLY OF VINASOY Teacher advisor: Mr Dang Huynh Phuong Team: ALL STARS Thành phố Hồ Chí Minh - 2021 0 TABLE OF CONTENTS 1.0 EXCUTIVE SUMMARY 2.0 SITUATION ANALYSIS 2.1 Market Summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trend 2.1.4 Market Growth 2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 2.4 Product Offering 2.5 Keys to Success 3.0 MARKETING STRATEGY 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 10 3.6 Strategies 11 3.7 Marketing Program 12 3.8 Marketing Reaserch 19 4.0 FINANCIALS 19 4.1 Break-Even Analysis 20 4.2 Expense Forecast 20 5.0 CONTROLS 20 5.1 Implementation 21 5.2 Marketing Organization 21 5.3 Contingency Planning 21 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY FAMI JELLY 1.0 EXCUTIVE SUMMARY Vietnam Soy Milk Company – Vinasoy is a member of Quang Ngai Sugar Joint Stock Company, established in 1997 and specializes in soy nutritional products Vinasoy which has developed for 20 years, is currently the leading company in the paper packaging soy milk industry nationwide with more than 84% market share Vinasoy's product lines focus on dairy products which are called: Fami, Fami Go, Vinasoy To suffie many consumer tastes of a nutritious snack by developing a variety of product lines for all ages, Vinasoy launches a new product called "Fami Jelly" - a soy milk which is softness, pure smoothness, is frozen enough Vinasoy have advantage of equipment which called Vinasoy Bac Ninh Soy Milk Factory, is the most modern and largest soy milk factory in Southeast Asia (area over 61,000m2; equipped with technology of Tetra Pak Group (Sweden)) This is the only system of synchronized soy milk production in Vietnam Vinasoy will initially update the product information about the new product on the company's website The direct method of communication is to use mass advertising such as television, newspapers, social media (content video, KOL-Community Group) Thanks to those tools of advertising, Vinasoy not only could reach every household which is from city and countryside but also attract young consumers As a result, Vinasoy could achieve higher profits and maintain a close relationship with customers Vinasoy will distribute firstly new products at large supermarkets such as Coopmark, BigC, sales chains and small stores In additon, Vinasoy sells its merchandise at convenience stores such as Mini Stop, Circle K, GS25, ect to reach out more consumers who are between 15 and 30 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY 2.0 SITUATION ANALYSIS Vinasoy is the market leader in soymilk industry According to Nielsen Vietnam, while the spread of Covid-19, Vinasoy still hold 85% of market share in 2020 The firm’s productivity reached 250 million litters of soy milk last year, which falls for approximately 10% in comparision with the previous year Yearly, Vinasoy’s factory produce more than billion products to serve over 80 million consumer 2.1 Market Summary In the context of the Covid-19 pandemic, Vietnam is one of the few countries in the world with positive economic growth (+2,91%) According to AC Nielsen Vietnam, Vietnam is Top countries6 consume most soy milk in the world Vietnamese consume more than 1,7 million litters of soymilk everyday, of which more than 32% are canned products •Target Markets - Family - Consumer who have interest in healthy diet - Vegetarian 2.1.1 Market Demographics ▪ Geographics5 + The area of Vietnam is 331,212 km² Vietnam is a tropical country with most of the area being hilly terrain (accounting for 3/4 of the territory), most of the area is mainly low hills, and the plain accounts for only 1/4 of the area 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY + Vietnam is divided into regions: North, Central and Southern ▪ Demographics + According to the results of the Vietnam Census in 2019, 55.5% of the population is under 35 years old, with an average life expectancy of nearly 76 years, higher than other countries with similar income in the region But the population is aging rapidly The middle class is forming - currently 13% of the population and expected to reach 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,… 2.1.2 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 nutrients7 + 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-to-use product and can buy easily due to their busy life 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY + New healthy dessert: With the taste of cool, smooth, Fami Beancurd could be a good dessert for tropical country like Viet Nam 2.1.3 Market Trend According to market research reports in recent years, consumers are tending to choose healthy and plant-based products They are also interested in limiting the amount of sugar in the product as well as adding essential nutrients Fami Jelly is beancurd which the product that can meet those new trends With ingredients from organic soybeans, non-GMO with high nutrient content (omega, vitamins, minerals, ) At the same time, Fami Jelly is also interested in the amount of sugar in the product In particular, Fami Jelly also has more options to combine with nuts such as walnuts, almonds, chia, to increase the nutritional content 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 2.1.4 Market Growth - The potential of the market is still great for Vinasoy to explore more on the way to conquer the target of 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 - In particular, although accounting for more than 84% of the market share, more than 50% of rural households and 65% of urban households have not yet approached Vinasoy This rate is equivalent to the figure of more than 52 million Vietnamese people who still not use Vinasoy products 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY chớp), Running Man (Chạy chờ chi), Challenging comedians (Thách thức danh hài) 16 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY 17 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY 18 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY 3.8 Marketing Reaserch Vinasoy has always maintained its leading position in the industry with more than 84% market share, which is a brand that is well received by many Vietnamese families After the campaign "Home is Where I Live" of Fami soy milk helped Vinasoy strengthen the company's image in the hearts of the public In addition, Vinasoy has many fanpage of brands and product review sites to help the company better understand the customer's reaction to the newly launched product Through those pages and website, Vinasoy will have many design changes 4.0 FINANCIALS This section will be evaluated based on financial report of the Duong Quang Ngai Company4 This financial statements articles for the fiscal year ended December 31, 2020 The Company (QNS) has 16 subordinate units dependent accounting Of those, there are units of the divison Vinasoy ❖ Vinasoy (2020) ▪ Gross revenue: 3875 x 109 VND ▪ Cost of goods sold: 2165 x 109 VND ▪ Gross profit: 1709 x 109 VND ❖ Fami Jelly is estimated at 1/5 Vinasoy ▪ Gross revenue: 775 x 109 VND ▪ Cost of goods sold: 433 x 109 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 ) 19 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY ▪ The COGS of the product unit is 9,000 VND, the expected gross profit is 40%, the retail price will be: Retail price = [9,000 / (100 - 40)] x 100 = 15,000 VND 4.1 Break-Even Analysis Break-Even Analysis Monthly Units Break-Even 2405556 Monthly Sales Break-Even 36 x 109 VND 4.2 Expense Forecast Jun-21 Marketing Expense Budget 32 Billions VND Advertisement 10 Billions VND Billboard Billions VND Social Media 12 Billions VND Newspaper Billions VND Talkshow 5.0 CONTROLS Fami Jelly will monitor these areas in order to gauge performance: • Revenue: monthly and annual 20 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY • Expenses: monthly and annual • Customer satisfaction • New-product development 5.1 Implementation Milestones Start End Date Budget Manager Department Date Marketing plan 1/3/2021 21/3/2021 1/4/2021 1/6/2021 12 Billions All-star VND Team 20 Billions All-star VND Team campaign #1 Advertisng Marketing Team completion Advertising All-star 7/6/2021 7/8/2021 campaign #2 32 Billions VND Totals 5.2 Marketing Organization All-stars team will be responsible for the marketing activities 5.3 Contingency Planning - Difficulties and Risks 21 0 Marketing Marketing MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY + Price high, customer not like the savour + Perishable (not contain preservative) - Worst-Case Risks + Warning not to use for people who have allergy to soy bean + Manage expiry date 22 0 MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY MARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOYMARKETING.PLANNING.FOR.PRODUCTS.FAMI.JELLY.OF.VINASOY