Principle of marketing HAIHACO marketing plan for candy product line

HANOI UNIVERSITY FACULTY OF MANAGEMENT AND TOURISM Principle of Marketing HAIHACO Marketing plan for candy product line Tutorial Lecturer: Phan Thi Kim Ngan Tutor: Nguyen Minh Duong Group 8: Nguyen Thuy Hien - 1904010033 Hoang Vu Khanh Ly - 1904010068 Tran Trung Kien - 1904010053 Table of Contents Summary executive I, Company introduction II, Current marketing situation Internal environment Micro environment .7 Macro environment 13 III SWOT analysis 15 IV, Main issues 18 V, Marketing objectives 20 VI, Marketing strategies (4Ps) 20 1) Products 20 2) Place 22 3) Price 23 4) Promotion .23 VII, Action program .25 References 26 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Summary executive During 50 years of establishment and development from 1960 to present, from a small confectionery company, producing a small amount of products per year to a large and longstanding confectionery company with a large number of products distributed across the world distribution not only in Vietnam, but also in other countries Hai Ha confectionery company has built itself a strong position in the domestic confectionery market And with its quality products such as: marshmallows, jams, etc Additionally, with competitive prices in the market, Hai Ha company has easily approached and met the needs of the Vietnamese market, bringing the taste in each product and suitable for all ages So what makes the products of Hai Ha confectionery company so easily accessible to customers? And how can they that? This report, based on secondary research, discusses the marketing research of one of Haihacos’ products – candy product line First of all, the research gives you information about the current marketing situation (internal environment, micro one, and macro one) of Hai Ha Second, a SWOT analysis of the product will be presented clearly in the paper Following SWOT analysis, we will state the important problems related to the products Thirdly, it is very important that marketing strategies and marketing objectives should be analyzed to solve the mentioned issues and achieve these objectives The last thing indispensable for this marketing research is to propose an action program and illustrating products, posters, TVC, etc so that all staff in the company can follow and run the whole plan to improve current major problems Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line I, Company introduction One of Vietnam's top confectionery businesses is Hai Ha Confectionery Joint Stock Company (HAIHACO) Haihaco under the Ministry of Light Industry was established with the function of producing confectionery for all classes of people and partly for export The firm was founded in 1960 and has gone through more than 50 years of struggling and growing It was once a tiny factory with a capacity of 2,000 tons per year Today, the firm has grown into Hai Ha Confectionery Joint Stock Company, which can produce up to 20,000 tons of confectionery each year The company has expanded steadily over the years, gaining valuable production and commercial expertise Hai Ha Confectionery Joint Stock Company has steadily progressed and developed continuous development to maintain the reputation and quality worthy of the belief and support of consumers, thanks to a team of experienced leaders, a good business strategy, a team of professionally trained engineers, and a skilled workforce Products of Hai Ha Confectionery Joint Stock Company have been awarded many Gold and Silver Medals in the exhibitions of the Vietnam International Industrial Fair, the National Economic Achievement Fair, the economic exhibition- Technical - Vietnam and the Capital as well as continuously believed by consumers and voted as "Vietnamese High Quality Goods" II, Current marketing situation Internal environment 1.1 Human resources: Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line At that time, Hai Ha confectionery company was a long tradition with over 1200 employees and all of them were well-trained, highly skilled, responsible with high-qualified, kind staff who make their employees feel mostly comfortable and impassioned to make qualified products 1.2 Marketing: In recent years, the company has introduced to the market many new types of confectionery such as crackers, marshmallows, sponge candies the diversification of the company's products is carried out regularly Moreover, the company improves and perfects traditional candy products by changing the flavors and designs At the same time, with the company's innovation policy, the pricing has changed in a positive direction and is more suitable for consumers across the country Not at all, Hai Ha company also organizes and participates in fairs to make the product closer to customers with lots of ways such as: game, redemption program, discount, etc That makes the company one of the companies with the longest tradition in Vietnam 1.3 Financial Hai Ha Company has made important strides, bringing the company's revenue to more than 1100 billion VND in 2019, and 1500 billion VND in 2020, 150 times higher than in 2018 and ~ 180 times in 2017 That makes the company surpass its competitors in the same industry, and at the same time, the company also continuously invests in foreign markets such as Laos, Cambodia, Thailand, etc, making a significant contribution to the development in GDP of the country 1.4 Production facility Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Hai Ha confectionery company has the most advanced and quality equipment imported from European countries, built and manufactured to meet food hygiene and safety standards, and the environment At the same time, the company is spacious and clean, to ensure the progress and health of the workers and the best product quality Haihaco is the first enterprise in the confectionery industry to be certified for the "Hazard analysis and critical control points" system in Vietnam This shows the commitment of business leaders to ensure food safety for consumers' health 1.5 4Ps Review 1.5.1 Product Portfolio: Haihaco develops a wide range of products: producing in large quantities every year, many product categories and each product category are launched into the market with many different flavors to meet the diverse tastes of customers Packaging: mainly in the form of folding packages, twisted packages, sealed pillow packages…with colorful appearance Quality standard: HAIHACO has been granted ISO 22000 Certificate of food safety management system This shows the commitment of the business leadership to ensure food safety for the health of consumers 1.5.2 Price Hai Ha confectionery company attaches great importance to reducing production costs, lowering product costs, thereby improving competitiveness with competitors' products in the market as well as increasing the number of products Prices range from 6,500 -33,000 VND Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line 1.5.3 Place Currently, the company has more than 200 agents in 34 provinces across the country The company uses two main types of distribution channels  Direct channel: through the store to introduce products, mainly to advertise, introduce products and collect information directly from customers, and profit is not the main goal (consumption accounts for 10%)  Agents, retailers: if you buy regularly in large quantities, you will receive many incentives 1.5.4 Promotion: The company regularly participates in fairs and exhibitions, organizes gratitude programs, promotions and collects customer opinions… Micro environment 2.1 Customer analysis a) Segmenting Northern Geographic Central  Moderate-sweet  Focus on packaging, form  Moderate-sweet, spicy  Focus on product shape rather than packaging Region Southern  affordable prices  Sweet, fruit-flavored candy products  products for holidays: Tet, Valentine's Day Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line  Demographic Young children (2-15 years old): high demand, regular users  Teenagers and College students (16-25 years old): demand on holidays Ages  Adults (above 25 years old): mainly demand on work/ family/holidays Income High income High-end market Low and middle Low-end and Middle-end market income Working people, different jobs have different habits of Jobs Psychology Tradition Modern consuming confectionery products Traditional products Products for weight loss, low-sugar, and high-fiber Gift Behavioral Buying Focus on product packaging with luxurious, eye-catching designs, habit branded, high-end products Consumption Focus on price, quality of products b) Targeting Haihaco focuses on three segments including demographic, geographic and behavioral Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Firstly, in terms of demographic, their targeting customers are low and middle income people With a production scale of up to 20,000 tons over year, the variety of designs, types, flavors as well as reasonable prices, stable quality meet the requirements about needs, wants and demands of this customer group Moreover, the income of the majority of Vietnam residents is at the medium level; therefore, concentrating on this group helps Haihaco attract the biggest extent of the populace Secondly, Haihaco still chose the North as its primary market although the company has also opened many branches across the country The evidence is that the company's market share in this market is very large, approximately 60% The reasons are that Haihaco have advantages of credibility, wide distribution system, large scale and low price - suit tastes and meticulousness in spending of the North residents Thirdly, with behavioral aspects, Haihaco’s target in buying habits of consumers is consumption focusing on price as well as the quality of products This emphasizes more the reason for choosing the targeting consumers of Haihaco On the other hand, Haihaco is the first enterprise in the confectionery industry to be certified for the Hazard Analysis and Critical Control Points (HACCP) system in Vietnam Haihaco has been granted ISO 22000 Certification - food safety management system This shows the commitment of the business leadership to ensure food safety for the health of consumers In conclusion, its strategy is making an impression for customers about the low price but they are still assured about the quality c) Positioning (candy product line) Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Positioning map 1: Variety of flavor and price This positioning map shows two characteristics: flavor content and price, reflecting the position of Haiha in the candy market of Vietnam As can be seen that, at lower prices (6.5-30 thousand VND), Haihaco produces many kinds of candy with a variety of flavors compared to Kinh Do, Huu Nghi In order to this, as in Haihaco’ report at the end of 2020, they always try to continue research to rationalize the production process, reduce consumption costs of materials and increase energy labor rate Haihaco is catching up with Bibica about flavor closely 10 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line 2.4 Suppliers As a confectionery company, the main raw materials that the company uses for production are sugar, milk, fruit juice, rice flour these materials are mainly purchased from domestic companies such as Lam Son, Quang Ngai, Cai Lan sugar factories.etc In addition, there are some imported materials such as cocoa, butter, flavorings, food additives.etc from the US, Europe, etc The sources of these materials chosen by the company to sign are usually companies with large, reputable suppliers in the country and abroad Macro environment 3.1 Natural force Confectionery products are greatly influenced by hot and humid climates as in Vietnam From there, affecting the quality and productivity of labor, difficulties in product preservation and transportation However, this is also an advantage because of the variety of tropical ingredients In addition, there are imports of European flavors such as chocolate, cocoa, etc in order to diversify product categories 2020 is a difficult year for all economic sectors due to the Covid epidemic with consecutive natural disasters and floods in the central region Raw materials for confectionery production are derived from agricultural products, adverse weather conditions and epidemics will directly affect the production and business activities of the commodity industry: circulation of goods is limited more limited, product consumption decreases because of limited income sources, customers tend to save and limit spending on non-essential products such as confectionery Profits thereby decrease when costs increase, demand decreases, but prices must remain stable 3.2 Economic force The Government and all levels, ministries, departments and branches of Vietnam are trying their best to stabilize the macroeconomy, control inflation, and ensure great balances of the economy Import and export continued to be developed, thereby keeping the balance of trade harmonious and sustainable As a result, the burden of the confectionery industry in particular has been minimized According to Minister Nguyen Chi Dung speaking at the 75th anniversary of the establishment of the Ministry of Planning and Investment on December 31, 2020, the size of Vietnam's economy will reach about 343 billion USD in 2020, ranking in the top 40 economies The largest economy 13 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line in the world and ranked fourth in ASEAN, GDP per capita reached 3,521 USD, ranked 6th in ASEAN Despite the Covid-19 pandemic, Vietnam's economy still grew bravely Regarding Vietnam's economic outlook in 2021, there are many indicators that the GDP of the economy can reach 500 billion USD by the end of 2021 This shows that the living conditions of Vietnamese people have become better Therefore, the demand for products such as confectionery also showed more positive signs 3.3 Social and culture force The confectionery industry is gradually dominating the domestic market A representative of the BigC supermarket system said that Vietnamese confectionery accounts for about 90% of the total amount of confectionery sold here Firstly, although confectionery is not an essential human need, it inherits the culinary tradition of Vietnam in general and each region in particular Secondly, consumers increasingly prefer Vietnamese confectionery thanks to its improved quality, more eyecatching designs and packaging with reasonable prices - in line with the gifting culture of Vietnamese people Many Vietnamese brands also well in promoting their brands, making it easy for consumers to choose However, in the segment of consumers with higher incomes, they still tend to prefer foreign products and suppose that the quality of foreign products is higher than the domestic’s At Lotte Mart, the percentage of Vietnamese confectionery accounts for approximately that of foreign goods This is really an obstacle for the company to penetrate the luxury goods market 3.4 Technology Compared with other countries in the region and the world, our country's research, deployment and technology transfer capacity is still very weak Especially biotechnology, mechanical technology, processing technology and automation The technology level in general of our country is even more backward than the world by several decades This is a huge limitation for Vietnamese businesses in general and Hai Ha in particular in renewing equipment, technological lines, and deploying new products to compete with the confectionery industry foreign Although the market for buying, selling and transferring technology has developed, it only creates favorable conditions for investment companies to compete with domestic enterprises, but also to compete with foreign confectionery companies In addition, the company has to bear a great pressure on the purchase price and technology transfer 14 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line III SWOT analysis Strengths For Hai Ha company, candy products are supposed to be the company's main products over the years There are four major powerful characteristics of the group shown in this report First of all, after 60 years of striving and growing, HAIHACO is considered one of the largest confectionery brands in Vietnam and is proud to be trusted by Vietnamese consumers and voted as "high-quality Vietnamese goods" for many years Specifically, in terms of the Jelly candy line, Haihaco holds the No.1 position in prestige in the market Regarding Chew candy, with modern equipment, Hai Ha’s Chew candy products occupy a large market share, surpassing all domestic fondant companies; unlike some confectionery companies such as Bibica, Kinh Do, whose main products are wafer products In general, Hai Ha has proven its position in the Vietnamese confectionery industry, thereby creating a strong brand name and being extremely trusted by consumers Secondly, it is undeniable that HAIHACO has a diversified product distribution system and rich consumption market According to the annual report in 2020, HAIHACO has established a wide distribution channel throughout 63 provinces and cities nationwide with 115 exclusive distributors 15 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line and the HAI HA BAKERY system serves about 50,000 retail stores The company is also a major supplier for large supermarket systems such as Vinmart, BigC, MMMarket, Coop mart, Lanchi, … with hundreds of large supermarkets and thousands of convenience stores In addition, the company also promotes direct sales to agencies and organizations on the holidays and Mid-Autumn Festival in order to exploit large orders and promotes the company's products Besides, the company's products are exported to 15 countries around the world, such as Russia, the USA, Japan, Korea, Myanmar, Mongolia, and China Thirdly, the price of the product is also one of the company's strengths The selling price of Hai Ha confectionery products is believed to be suitable for people's income In terms of customers, HHC mainly targets the popular market, while some companies in the same industry, such as Bibica and Kinh Do, focus on exploiting the middle and high-end markets Last but not least, Hai Ha has stable finance Based on “The report on production and business situation in 2020”, 2020 is the third year in a row that the company has achieved a revenue of over one trillion dongs Specifically, the total revenue in 2020 is about 1500 billion dongs, the highest ever, equal to 134% compared to 2019 Despite the impact of the Covid pandemic on prices as well as increased costs, the company still maintains a reasonable selling price without increasing it However, the company's profit before tax in 2020 still reached 95% in comparison to 2019 Weaknesses One of Hai Ha's weaknesses is that the company does not have a complete product strategy It means that the company does not have high-end product lines, the product market is not fully exploited and the product packaging is ordinary Therefore, it is challenging for the company to penetrate the high-end confectionery market Market expansion in the North and the South is restricted Second, the company's research and development activities are low The company does not have a Marketing department, marketing activities are in charge of the sales department The attachment of marketing activities to the activities of the sales department makes the marketing work of the 16 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line company not yet highly effective This weakness needs to be overcome immediately so that the company's production and business activities are more successful Finally, the control system of the company's agents is facing many difficulties There is price competition between agents, and a specific price has not been agreed upon, leading to confusion for people in choosing to buy d) Opportunities The first opportunity is the growth rate of the confectionery industry In recent years, confectionery is one of the industries with high and stable growth rates in Vietnam While the small production facilities are gradually shrinking, the large domestic confectionery companies are increasingly asserting their important positions in the market with a variety of products, quite good quality, suitable for Vietnamese taste According to the Ministry of Industry and Trade, the revenue growth of confectionery products is about 15% per year, with total market sales estimated at 51 trillion VND The second one is the large customer force and demand for confectionery products Vietnam is the third most populous country in Southeast Asia, the population growth rate is high (Vietnam has a young population structure (children account for 36% of the population), so the demand for confectionery products is very high This is a good opportunity for HHC to expand its production scale and output in order to exploit the market well Finally, from 2021-2025, the growth rate of the Vietnamese economy is expected to be from 6.5%7%, which will stimulate consumer demand and be an opportunity for HHC’s business growth e) Threats The first threat of Hai Ha's is the enhancement of competitiveness At this time, there are many strong companies such as Bibica, Kinh Do, Huu Nghi… in the confectionery market Moreover, Vietnam's open economy allows free competition, domestic enterprises are facing increasing competition from imported goods The company has to compete with foreign competitors, especially after Vietnam joins AFTA and WTO 17 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line The next point is that the price of input materials is not stable Fluctuations in the price of raw materials will affect the production process and business efficiency of the company For imported materials, the changes in import-related circulars and decrees directly impact their price; resulting in the product's price being affected Last of all, for confectionery companies in general and Ha Ha in particular, candy sales are strongest between October and Lunar New Year Therefore, the company's revenue is unstable, highest in the first quarter and the fourth quarter IV, Main issues Up until now, Hai Ha has been doing well in the company's business However, there are still some existing issues that the company should try its best to solve as soon as possible Issue with competitive marketing strategy In recent years, the development of the confectionery market in our country has become increasingly obvious As a result, Hai Ha is facing more competitors both domestically and internationally Unfortunately, there are some disadvantages compared to competitors, belonging to Ps: PROMOTION and PRICE Firstly, advertising on the mass media is still limited, has not made a deep impression, and only stops at promoting products without paying attention to providing information to customers in detecting counterfeit goods or imitation Moreover, although Haihaco uses “low price” to attract consumers, sometimes it backfires Because there is always the concept of “you get what you pay for '' in customer psychology Therefore, it is necessary for Haihaco to give solutions and maintain a strong position in the Vietnam confectionery market Issue with market segmentation and market targeting Chosen by customers as the "High Quality Vietnamese Goods” confectionery brand for many years from 1997-2015, Hai Ha's products are mainly aimed at serving ordinary customers, with quality criteria but competitive prices The company always creates favorable conditions for products to reach customers easily and quickly 18 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Currently, Hai Ha tends to focus more on accessing the high-end market besides the low-end market and middle-end market However, due to the competition in the market, the company is facing many disadvantages by failing to pay attention to product packaging and design which belongs to PRODUCT The company's product packaging is supposed to be "normal" compared to many other brands, not attractive to customers, especially in the high-end market High-end products still account for a small proportion of the company's total products, with less attractive designs compared to some domestic and foreign companies Issue with control system distributors Hai Ha has a diversified product distribution system, which is spread to all regions of the country The company's products are supplied to distributors, large supermarkets, retail stores and convenience stores In the future, the company's market expansion will continue Along with this expansion, the chain management of the distribution system is becoming more and more difficult The untimely control system leads to price differences between agents, distribution stores This problem, belonging to PLACE, causes confusion for customers in choosing where to buy products as well as affects trust of the customer towards the brand 19 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line V, Marketing objectives Vision Bringing Hai Ha confectionery products to all parts of the country and around the world Mission Always united, innovative, dynamic, creative and effective to realize the goal of "Overcoming all difficulties, firmly moving forward, raising the position of Hai Ha brand name" Business  Elevate the brand to a higher level but still retain the essence of affordable products in the subconscious of consumers objectives  Stimulate demand for the company's inherent products  Sale the inventory  Expand communication strategy  Profit increased by 25% compared to Tet holiday in 2020 Marketing  Improve and change packaging designs objectives  Increase the price of the product with many incentives that are beneficial to customers and also benefit the company  Tet 2021 campaign in the spirit of community in the time of covid when customers give feedback on the product Marketing  Advertising campaigns using multiple distribution channels and applying promotion programs to advertise activities  Continues to organizes fairs and exhibitions, gratitude programs VI, Marketing strategies (4Ps) 1) Products 1.1 Core customer value: 20 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Bring to the customer products with three criteria: standard, safe and suitable for all ages 1.2 Actual product  Brand name In 1970, implementing the directive of the Ministry of Agriculture and Food Industry, the factory took over the candy factory of Hai Chau In the Hai Ha brand name, the word "Hai" is taken from the first letter of Hai Chau confectionery factory, and the word "Ha" is the name of Hanoi - where the factory operates Besides, the words “Hai Ha” also has the symbolic meaning of rivers and seas; this also explains why the company took the brand logo as a sailboat  Designing The packaging is designed in a simple, light style with the main colors: Red and Orange/Yellow These colors are suitable for Tet holiday Outstanding printed product names contribute to attracting customers' attention effectively  Packaging Although Haihaco still should maintain the production of products with plastic packaging, to support Tet's campaign, Haihaco should develop more products that are wrapped in cardboard, metal, and paper They are not only environmentally friendly but also give a premium look  Features Besides the usual candy products, Hai Ha should also focus on providing candy products for weight loss, low-sugar, and high-fiber, suitable for those who not like sweets or are on a weight loss regime In addition, the distribution of products to suit the taste of each region should be attentive  Quality In the face of fierce competition in the candy industry, where supply is greater than demand, both domestic and foreign markets have strict requirements on product quality Hai Ha confectionery company presumed that "Quality is the existence and development of the company The company is responsible until the end of the products are sold to the market." With this goal, the company has produced more than 80 different, high-quality and reputable products on the market, including hard candy, soft candy, jelly candy, etc Besides, focusing on technological innovation to improve product quality is necessary for Hai Ha The company has designed, built, expanded, and 21 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line modernized the production line with modern technology imported from Germany, Italy, Denmark 1.3 Augmented product  Delivery: Delivery service is available from Monday to Saturday with critẻia, except for Sundays Orders placed on Sunday will be processed the following Monday Payment can be made by cash on delivery, scanning the QR code at the store or by debit/credit cards including Visa, MasterCard + For districts in Hanoi city: delivery to the customer's door within 24 hours since they placed the order or receive goods quickly in hours if customers have demand Free shipping to inner city districts for orders worth 500,000 VND Orders under 500,000 VND ship from 25,00030,000 VND/order depending on address + For suburban areas of Hanoi and other provinces: shipping in 3-4 days, shipping from 30,00050,000 VND/order depending on address  After-sale service: Customers need to check the status of the goods and can exchange or return the goods at the time of delivery and receipt in reasonable conditions  Support services Hai Ha has a hotline and fanpage Facebook to receive direct feedback from customers Product issues will be solved by the Customer care department  Warranty Certified for the Hazard Analysis and Critical Control Points (HACCP) system in Vietnam Haihaco has been granted ISO 22000 Certification - food safety management system 2) Place The company needs to commit to a specific price level with regular supervision and inspection through financial statements or customer surveys and feedback so that they can more closely manage the distribution system chain It is also a good idea to offer attractive incentives to agents and retailers to encourage price stability For this campaign, we propose Haihaco using customers’ feedback In order to minimize the risk of price and also suit for the time of covid 19 pandemic, the company should encourage customers using forms of transactions such as online sales, door- 22 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line to-door delivery, and shipping cost support on reputable commercial sites like Shopee, Lazada… or Haihaco's official purchase channels 3) Price In order to avoid the psychology “you get what you pay for '', Haihaco should not sell off products By contrast, they can increase the price level slightly but consumers will receive bonuses such as bonus-point cards, bundled goods (also liquid inventory that is not sold well) when they buy a large quantity of products This makes customers pay a higher price but they find that they receive “a premium product” and still feel profitable 4) Promotion We considered using a marketing communication mix to promote products as well as the brand's general identity of Hai Ha confectionery company Consists of the specific blend of advertising, sales promotion, public relations, personal selling, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships  Advertising: on social networking sites: Youtube (personal channel Haihaco), Facebook (fanpage Haihaco), website (haihaco.com.vn), television, print advertising with posters and banners at large supermarkets, retailers, distributors…  Sale promotion: Discounts or coupons for customers with high purchase bill value to encourage customers to buy more in the last months of the year Or having some gratitude games which are attractive and beneficial with customers  Public relations: planning a campaign for Tet holiday (Lunar New Year 2022) A charity program to give gifts to orphaned children due to the Covid 19 pandemic  Personal selling: Training a team of sales staff with professional competence, solid understanding of the company's products and customer psychology Professional working style, communication ability, enthusiasm at work and ready to answer customer's questions  Direct marketing: contact and support customers through Facebook, Email, official online website and mobile call Additionally, to develop an effective marketing communication, we highly recommend for Hai Ha Company to implement through the following steps: 23 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line  Identifying the target customers  Age: Not limited  Income: Not limited  Location: in Vietnam  Time: in the next Lunar New Year 2022 (quarter 4, 2021 and January 2022)  Determining business objectives: Revenue and profit will increase double compared to previous The awareness of Hai will increase by 50% after the campaign The customer satisfaction index will increase 40% after the campaign and increase by 15% compared to the final 2020  Designing and decorating poster with message “Tet cung Hai Ha trao tang yeu thuong"  Choosing communication channels and media through which to send the message:  Personal communication channels: Email, Facebook chat, recommendation by a relative or friend  building customers’ trust  Non-personal communication channels: Television, Poster, Banners, Website, Youtube  raising the public’s awareness, providing information, touching people’s feelings, and thinking  Selecting message sources: selecting celebrities or spokesperson to represent the program's brand  Collecting feedback  Brand awareness: The number of people aware of the brand  Campaign awareness: The number of people satisfied with this campaign  The influence of the campaign on audience’s awareness and customer’s buying behavior will be received from feedback from both positive and negative sides of customers 24 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line VII, Action program Our group did a detailed action program and illustrations for our proposed action program for Haihaco’s Tet campaign through these links: Link detailed plan: https://docs.google.com/spreadsheets/d/1zoHBbyKShrmcCXYNB59wphkkYXSipKb6flOjQhHPvI/edit?usp=sharing Link poster+TVC: https://drive.google.com/drive/folders/1XF704Sx75DIw8zbXInIPatfZKsATTkGv?usp=sharing 25 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line References Haihaco (2021) Giới thiệu chung [online] Available at: http://www.haihaco.com.vn/gioi-thieu-chung-88133.html [Accessed 29 Nov 2021] CPM, (2017) Cuộc chiến đơn độc Hải Hà [online] Available at: https://cpm-vietnam.com/Cuoc-chien-don-doc-cua-Hai-Ha/ [Accessed 29 Nov 2021] Hà, T (2021) Haihaco_Baocaothuongnien_2020 1st ed [pdf] Công ty cổ phần bánh kẹo hải Hà Available at: https://static2.vietstock.vn/data/HNX/2020/BCTN/VN/HHC_Baocaothuongnien_2020.pdf [Accessed 29 Nov 2021] VCBS, (2021) Hồ sơ doanh nghiệp: Công ty cổ phần bánh kẹo Hải Hà (HNX) [online] Available at: http://vcbs.com.vn/vn/Research/Company?stocksymbol=HHC [Accessed 29 Nov 2021] Nguyên, T (2021) Việt Nam vượt Singapore, quy mô kinh tế vượt mốc 500 tỷ USD năm 2021 [online] Sputnik Available at: https://vn.sputniknews.com/20210704/viet-nam-vuot-singapore-quy-mo-nen-kinh-te-co-thevuot-moc-500-ty-usd-nam-2021-10757859.html [Accessed 29 Nov 2021] BAMBOO (2020) Ngành bánh kẹo giữ mức tăng trưởng chiếm lĩnh thị trường nội địa [online] Available at: https://bamboointer.com/truyen_thong/thoi-dai-ky-thuat-so-khoa-hoc-xa-hoi-roi-se-trao-chonong-nghiep-nhung-co-hoi-gi/ [Accessed 29 Nov 2021] Kiên, T (2021) Giai đoạn 2021-2025: Tốc độ tăng trưởng GDP bình quân năm khoảng 6,5 7% [online] Trang tin điện tử Đảng thành phố Hồ Chí Minh Available at: https://www.hcmcpv.org.vn/tin-tuc/giai-doan-2021-2025-toc-do-tang-truong-gdp-binh-quan-5nam-khoang-6-5-7-1491881052 [Accessed 29 Nov 2021] HAIHA-KOTOBUKI (2021) Danh mục sản phẩm: Các sản phẩm kẹo [online] Available at: https://haiha-kotobuki.com.vn/danh-muc/cac-san-phamkeo/?fbclid=IwAR2EiDUsmHRP5qUZPMxx6zAKQvCsoPuanAK06Is8FWij7IkWGApcx0aWaE [Accessed 29 Nov 2021] 26 Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line 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Principle.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.linePrinciple.of.marketing.HAIHACO.marketing.plan.for.candy.product.line