SPECIALIZED MARKETING MANAGEMENT TOPIC CELANO POP CREAM MARKETING PLAN

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING -o0o - CLASS: 2111702006004 SPECIALIZED: MARKETING MANAGEMENT TOPIC: "CELANO POP-CREAM" MARKETING PLAN MAJOR: MARKETING Full name Student code Vu Phan Xuan Quynh 2021001527 Nguyen Ngoc Huong Tra 2021000130 Nguyen Thanh Huong 2021001548 Ho Chi Minh city, 2021 0 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING -o0o - CLASS: 2111702006004 SPECIALIZED: MARKETING MANAGEMENT TOPIC: "CELANO POP-CREAM" MARKETING PLAN MAJOR: MARKETING Leader: Nguyen Ngoc Huong Tra Phone number: 0935983282 Email: tranguyenngochuong@gmail.com Ho Chi Minh city, 2021 0 SOCIALIST REPUBLIC OF VIETNAM Indendence – Freedom - Happiness MINUTES OF PERFORMANCE ASSESSMENT Time: from December 1, 2021 - December 15, 2021 Format: online Members present: Member is absent/Reason: Meeting chairperson (Group leader): Nguyen Ngoc Huong Tra Secretary of the meeting: Nguyen Thanh Huong Evaluation results are agreed and summarized as follows: Ordin al numb er Full name Student code Phone number Complet e the work (%) Vu Phan 20210015 09341789 Xuan 27 70 Quynh 100 Nguyen Ngoc Huong Tra 20210001 09359832 30 82 100 Nguyen Thanh Huong 20210015 03887493 48 98 100 Signat ure The evaluation meeting ended at: 18 hour 15 minute in the same day 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN 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MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN Secretary Group leader Nguyen Thanh Huong Nguyen Ngoc Huong Tra 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN TEACHER’S COMMENTS 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN TABLE OF CONTENTS Executive summary Introduction SWOT & Macro - Environment Analysis 3.1 SWOT 3.2 Macro - Environment Analysis 3.3 Competitors 4 Objectives .5 Segmentation, Targeting and Positioning strategy .5 5.1 Segmentation strategy 5.2 Targeting strategy 5.3 Positioning strategy 6 Marketing Mix Strategies .6 6.1 Product strategy 6.2 Pricing strategy 6.3 Distribution strategy 6.4 Marketing communications strategy Marketing research 10 Action plan 11 Financial projections 13 10 Implementation controls 14 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN clips with products Contingency Planning: If there is a COVID-19 epidemic, we will focus on distribution channels at tourist destinations and densely populated areas Support customers by ordering ice cream products at retail points Reduce personal selling activities and instead increase interaction with articles on social networking platforms like Facebook and Tiktok Cooperation with KOLs continues to bring more popular product images to target customers Reduce the target from 87 million products sold in one year to 27 million products sold at 120,000 retail locations Financial projections Table 4: Financial projections Sales Revenue Forecast: Number of products sold: 87.000.000 Average price per unit: ~ 16.000 Total sales of goods: 1.392.000.000.000 Total cost of Sales 777.820.000.000 VAT (10% Revenue) 139.200.000.000 Profit 474.980.000.000 (Detail in appendix) We projected first-year sales revenue for Celano Pop-cream is at 1.392.000.000.000 VND, with an average price of 16.000 VND per unit The break-even calculations indicate that Pop-cream will reach a profit after the sales volume exceeds units per year For the breakeven analysis of Pop-cream, we assume a selling price of 16.000 VND per unit, variable cost of 7.500 VND per unit, and estimated first-year fixed costs of 87.660.000.000VND The calculation will be as follows: 16 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN 10 Implementation controls Table 5: Implementation controls Problems Product Solutions - The product is out of date - A team exists to and contains a manufacturing pre-test all flaw ingredients during ice cream - Ensure a consistent and the high-quality supply of flavoring stage and before mass materials at a cheap cost production to ensure - There is an excessive quality, food safety, amount of inventory in the and hygiene manufacturing warehouse - Before leaving the - Damaged products were factory, finished identified during the products are doubletransportation and checked for quantity manufacturing processes and look - At the end of each month, strategies will be altered to ensure that the product is released as soon as possible Financials - Loss of operation money during - If there is a risk of financial loss, review contract - Failure to achieve the right the conditions and the sales target law - Accurate cash flow calculation and planning based on specific reports Increase the number of consumer 17 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN acquisition strategies used Distributio ns - Lack of channels sales at retail - There is the team to manage and analyze - Customers complain about inventory and weekly the place where they buy product distribution, then deploys products production and - Retail channels raise the shipping parties price of products beyond the working rapidly to allowable limit fulfill retailer demand - Strictly supervise and offer policies to encourage distribution channels to generate high income and ensure items reach customers in good condition and with the highest level of satisfaction 18 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN CONCLUSION In general, the above marketing strategy that we propose is to develop the "Celano Pop-cream" ice cream product of KIDO Foods company in Vietnam We launched the "Celano Pop-cream" ice cream product in the food business to increase the company's income and create trust among consumers New ice cream product lines that have always been born in the past 28 years have been enthusiastically responded by young people Therefore, we have developed a marketing plan to launch a new product called “Celano Pop-cream” and expand the distribution channels in tourist destinations so that consumers can purchase directly and ensure a safe delivery best quality With an effective marketing strategy, KIDO Foods' ice cream product lines have become increasingly popular in the minds of customers and at present, KIDO Foods is still leading the ice cream market share in Vietnam with 43.1% (Euromonitor, 2020) Along with the development of the ice cream market, the competition of KIDO Foods is increasing, which requires the company to always actively improve the quality of ice cream products so that when they launch to the market, they are suitable for the needs of customers customer needs and preferences The company needs to develop strategies to retain old customers and attract more new customers In addition, it is necessary to closely monitor the strategies of competitors to come up with appropriate response plans and launch more diverse new product lines into the market Besides the advantages of product quality, we should promote widely so that customers can know about the product Always actively absorb the opinions and contributions of customers, and deploy many promotions to attract the attention of consumers However, it is advisable to combine advertising tools appropriately so that it may not have a large impact on the company's revenue 19 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN REFERENCES Dân số (2021), Trích từ: https://danso.org/viet-nam/ Cafef (2020) Dẫn đầu ngành kem với 41% thị phần, Kido Foods (KDF) tiếp tục tăng trưởng 16% lợi nhuận quý đầu năm bất chấp COVID-19 KIDO Foods Retrieved 2020, from https://www.kidofoods.vn/tin-tuc/tin-tuc-su-kien/dan-dau-nganh-kemvoi-hon-41-thi-phan-kido-foods-kdf-tiep-tuc-tang-truong-16-loinhuan-quy-dau-nam-bat-chap-covid-19 First Vietnam (2020) Top 10 thương hiệu kem hấp dẫn giới VIETNAM GOLDEN BOOKS | HÀNH TRÌNH QUẢNG BÁ CÁC GIÁ TRỊ DỊCH VỤ VIỆT NAM Retrieved 2020, from http://firstvietnam.vn/tin-tuc/top-the-gioi/top-10-thuong-hieu-kemhap-dan-nhat-tren-the-gioi Viện Nghiên cứu Thanh niên (2020, December 22) Dân số độ tuổi niên Việt Nam - Những vấn đề đặt Quản lý nhà nước Retrieved 2020, from https://www.quanlynhanuoc.vn/2020/12/22/dan-so-trong-do-tuoithanh-nien-o-viet-nam-nhung-van-de-dat-ra/ Tổng cục Thống kê (2021) Top độ tuổi đơng người Việt Nam: Nhóm dân số vàng Top 10 https://top-10.vn/vietnam/tuoi-nao-dong-nhat-viet-nam-dang-o-dinh-cua-thoi-ky-dan-sovang/ Tập đoàn Kido (2020) Báo cáo thường niên KDC 2020 Retrieved 2020, from https://www.kdc.vn/files/documents/20210601_KDC_AR_2020_VN %20(Website).pdf 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN APPENDIX: This section will describe the financial overview of Celano Popcream marketing plan, including sales forecast, marketing expense budget, and break-even analysis Sale Forecast: For our first year of operation, we estimate 87 million products will be sold at 120 thousand distributions Average price per unit of all items sold is approximately 16.000 VND Expense Forecast: ❖ Promotion budget: STT Method/Tool Total cost (VND) Note 9.815.000.000 Flexible cost 12.620.000.000 Flexible cost Advertisements (Facebook, Instagram, Youtube, website) Working with KOLs Gifts Posters 830.000.000 Events 7.080.000.000 7.315.000.000 TOTAL 37.660.000.000 ❖ Variable cost: Quarter Quantities sold per quarter Material cost 23.000.000 172.500.000.000 25.000.000 187.200.000.000 21.000.000 157.500.000.000 18.000.000 135.000.000.000 0 SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEME NT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN SPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLANSPECIALIZED.MARKETING.MANAGEMENT.TOPIC.CELANO.POP.CREAM.MARKETING.PLAN Total 87.000.000 652.500.000.000 ➔ Average variable cost per unit = 7.500 VND ❖ Average fixed cost per month: Numbe r Cost name Total cost (VND) Business premises rent 2.200.000.000 Electricity bill 3.160.000.000 Water bill 780.000.000 Internet fee 40.000.000 Employee salary 670.000.000 Shipping cost 170.000.000 Other costs 320.000.000 TOTAL 7.305.000.000 ➔ Average fixed cost per unit = (total x 12)/87.000.000 = ~ 1.008 VND ➔ Total cost per unit = 8.508 VND Break-Even Analysis Sales Revenue Forecast: Number of products sold: 87.000.000 ~ 16.000 Average price per unit: 1.392.000.000.000 Total sales of goods: Total cost of Sales: 777.820.000.000 VAT (10% Revenue) 139.200.000.000 Profit 474.980.000.000 0 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