MARKETING PLAN FOR KOIKEYA COMPANYS KARAMUCHO POTATO SNACK IN VIETNAM MARKET

THE MINISTRY OF FINANCE THE UNIVERSITY OF FINANCE MARKETING MARKETING DEPARTMENT CLASS: CLC-19DMA07 MARKETING MANAGEMENT MARKETING PLAN FOR KOIKEYA COMPANY'S KARAMUCHO POTATO SNACK IN VIETNAM MARKET HO CHI MINH CITY, 2021 0 THE MINISTRY OF FINANCE THE UNIVERSITY OF FINANCE MARKETING MARKETING DEPARTMENT CLASS: CLC-19DMA07 MARKETING MANAGEMENT MARKETING PLAN FOR KOIKEYA COMPANY'S KARAMUCHO POTATO SNACK IN VIETNAM MARKET Captain: NGUYEN TRAN BAO NGHI Phone number: 0983.026.083 Email: baonghinguyen11072001@gmail.com HO CHI MINH CITY, 2021 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET COMMENT OF THE PRACTICE GUILINES TRAINER i 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET TABLE OF CONTENT Executive Summary Introduction .2 SWOT & Macro - Environment Analysis 3.1 SWOT model company analysis 3.2 Market summary 3.2.1 Overview of snack market in Vietnam 3.2.2 Macro - Environment Analysis 3.2.3 SWOT model of Karamucho potato snack 3.3 Segmentation & positioning strategy 4.1 Segmentation 4.2 Targeting .9 4.2.1 Target customers: 4.2.2 Potential customers: 10 4.3 Competitors Positioning 10 Marketing Mix Strategies 11 5.1 Product 11 5.2 Pricing 12 5.3 Place 12 5.4 Promotion 12 5.4.1 Advertising: .12 5.4.2 Sales promotion 12 5.4.3 Direct Marketing : .13 5.4.4 Event and experience 13 5.4.5 Public relations 14 Action plan 14 Conclusion .18 7.1 Implementation 18 7.2 Marketing Organization 18 7.3 Contingency Planning 19 ii 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET LIST OF TABLES Table 1.1: Introduction of Karamucho Table 2.1: SWOT model company analysis Table 2.2: SWOT model of Karamucho potato snack Table 3.1: Karamucho Market Segment table Table 5.1: Stage 1: New product development and brand awareness .14 Table 5.2: Stage 2: Building and developing the brand 16 Table 5.3: Stage 3: Capture market share and make a profit 17 iii 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET LIST OF FIGURES Figure 3.1: Snack group revenue diagram over the years Figure 3.2: Karamucho's market share and competitors in Vietnam market (Source: Koikeya) (Data as of December 2020) .8 Figure 4.1: Karamucho positioning diagram in VietNam snack market (The author's selfsuggested model) 10 Figure 5.1: The authors' proposal to change the packaging of karamucho potato snacks 11 Figure 5.2: Illustration for paper towel gifts when using Karamucho potato snack .13 Figure 7.1: Marketing Organization of Karamucho 19 iv 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET businesses 3.2.3 SWOT model of Karamucho potato snack Table 3.3: SWOT model of Karamucho potato snack Strength - Weakness Is the number product in Japan - Products are only distributed in Nhật certain places, making it difficult for - It is a product made from potatoes customers to find and buy - As a convenient product (easy-to- - open packaging) Promotion is not really effective, not many people know and use it - There are many price options - High price compared to the ground - Rich taste - Poor brand awareness Opportunity Threat + The trend of developing fast food and + Difficulty in expanding the market entertainment food is gradually increasing in + Being competed by many strong competitors such as Lays, O'star, Oishi, etc Vietnam + High demand for entertainment, many common malls, movie theaters, grocery stores, … results in high demand for snacks + Effective marketing opportunities on the Internet platform during Pandemic 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET 3.3 Competitors Figure 3.2: Karamucho's market share and competitors in Vietnam market (Source: Koikeya) (Data as of December 2020) The snack market segment can be divided into main categories based on processed ingredients: Chips, nuts, and processed snacks with other ingredients such as fruit or starch The revenue structure by product in Vietnam is clearly divided, processed snacks accounted for 33&, nuts accounted for 30%, and potatoes accounted for 24% Karamucho is a potato chip snack Oishi - a brand of Liwayway (Philippines) company In the potato chip snack segment, there is with diverse products in ingredients such as: Seafood, corn, pumpkin, from sweet to salty MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET Currently, Liwayway is holding market share the largest: 53% Oishi has become a familiar brand, occupying a high position in the hearts of Vietnamese consumers PepsiCo's Poca, by 2019, was changed to Lay's brand to share the same name with the world, ranked 3rd on the market share table with 16% Born at the same time as Poca, Orion's O'star brand (Korea) and later Toonies is currently the "ACE" of Orion in the market accounted for 22% market share 4.1 Segmentation & positioning strategy Segmentation Table 4.4: Karamucho Market Segment table SEGMENTATION DEMOGRAPHIC AGE 12-35 years old 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET GEOGRAPHIC OCCUPATION Students, office workers GENDER Male, Female GENERATION Gen Z, Gen X FAMILY LIFE CYCLE Married, single REGION North, Central, South of Vietnam PSYCHOGRAPHIC DENSITY Urban, rural LIFESTYLE Young, dynamic, modern, interested in quality, and loves Japan 4.2 Targeting According to a recent report by Decision Lab, the trend of snacking among young people has been identified as "Young people aged 15-23 are snacking all day." So the target market that Karamucho's snacks are targeting is the demographic segment 4.2.1 Target customers: Age: 15-23 years old Gender: 20% male, 80% female Occupation: 80% students, other 20% 4.2.2 Potential customers: Age: 24-32 Family life cycle: 50% Single, 50% Married 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET 4.3 Positioning 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET Figure 4.3: Karamucho positioning diagram in VietNam snack market (The author's self-suggested model) - From the above positioning map, it can be seen that: About price: Karamucho snack is on par with Lays snack - a snack brand that has appeared for a long time in the Vietnamese market Besides, although it has only appeared on the Vietnamese market for nearly years, the price of Karamucho is still too expensive compared to three competitors Oishi, Ostar and Toonies About the spicy flavor attribute: As a famous spicy snack brand in the Japanese market, its spicy flavor is superior to the spicy product lines of rival companies → Therefore, we need to promote the positioning strategy for Karamucho snacks by product attributes to expand market share and increase brand awareness of consumers Positioning strategy: Positioning by product attributes: When it comes to Karamucho snacks, consumers will immediately think of the special spicy flavor that the product brings 10 0 MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET Marketing Mix Strategies 5.1 Product - Improve product variety size + Should develop more spicy potato snacks with low calories for dieters, or for consumers with diseases that consume less fat such as obesity, blood fat, etc + Add new flavors such as Potato Snack with Rib Rice, Potato Snack with Fried Chicken, Potato Snack with Tomato Flavor, + Improved shape of potato cakes Potato snacks Karamucho mostly have a very monotonous shape, looking very boring to consumers Therefore, the product shape should be improved Ex: Potato thread, spiral potato, Doraemon, Tomichan, - Proposal to change the packaging + Combining putting Tomichan on the packaging, the characters join hands, showing 0 the spirit of solidarity and close friendship MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET MARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKETMARKETING.PLAN.FOR.KOIKEYA.COMPANYS.KARAMUCHO.POTATO.SNACK.IN.VIETNAM.MARKET