Tiểu Luận - Sở Hữu Trí Tuệ - Đề Tài - Geographical Indication Tan Trieu Pomelo - Bưởi Tân Triều - Xây Dựng Chỉ Dẫn Địa Lý Trong Quá Trình Thương Mại Hoá Toàn Cầu

Use of geographical indicationsAttach protected geographical indications to goods, goodspackages, means of business, transaction documents inbusiness activities;Circulating, offering for

Tan Trieu

Pomelo

Geographical indication

Table of contents

Geographical indication

01

Information

Communication plan

01 Geographical

indication

1 Definition

According to Clause 22, Article 4 of the Law

on Intellectual Property 2005 (amended andsupplemented in 2009, 2019) (hereinafter

referred to as the Law on Intellectual

Property), a geographical indication is

information about the origin of goods: words ;signal; icon; image to indicate: a country, a

territory, a locality from which goods are

produced

The quality, prestige and reputation of goodsare due to geographical origin

2 Right to register a geographical indication

According to Article 88 of the Law on Intellectual Property of

Vietnam, the right to register geographical indications in

Vietnam belongs to the State The owner of the right to

register geographical indications in Vietnam is the State

The State allows organizations and individuals who produce

goods with geographical indications, representative collective

organizations of those organizations and individuals, or local

administrative authorities where the geographical indications

are located to exercise the right to register geographical

indications The person exercising the right to register

geographical indications does not become the owner of those

geographical indications

3 Conditions for geographical indications to be protected

Products bearing a geographical indication originate from the

region, locality, territory or country corresponding to the

geographical indication

Products bearing a geographical indication whose reputation,

quality or characteristics are mainly determined by the

geographical conditions of the region, locality, territory or

country corresponding to such geographical indication

Pursuant to Article 79 of the Intellectual Property Law,

geographical indications are protected if the following conditions

are met:

4 Use of geographical indications

Attach protected geographical indications to goods, goods

packages, means of business, transaction documents in

business activities;

Circulating, offering for sale, advertising for sale, storing for

sale goods bearing protected geographical indications;

Import of goods bearing a protected geographical indication

According to Clause 4, Article 121, Clause 7 Article 124 of the

Intellectual Property Law, the use of geographical indications is theperformance of the following acts:

02 Information

Tan Trieu Pomelo

Tan Trieu Pomelo - a famous

product of Dong Nai province - is one of the well-known specialties from the region since the 1970s According to the geographical

indication, the use of geographical indications applies to the products

of Pomelo Guava and Pomelo

Sugar Orange Leaves

Tan Trieu pomelo is processed into many types such as: pomelo wine, grapefruit-based drink, pomelo

spring rolls, pomelo tea and

pomelo salad, grapefruit essential oil.

Low pear shape (convex

peduncle) The skin of the fruit

when ripe is yellow green and

Tan Trieu Pomelo is famous for two

Pomelo Guava

There are small and tight

grapefruit cloves, ivory yellow

color, sweet and cool taste

Pomelo Sugar Orange Leaves

Tan Trieu Pomelo is famous for two

Acidic alluvial soil, deep

confluence; acidic alluvial soil,

standing water; typical alluvial soil,

medium mechanical; typical

alluvial soil, less acidic and light

mechanical gray soil, poor in base

Pomelo Sugar Orange Leaves

The types of soil in the geographical

area are suitable for development

Acidic alluvial soil, deep confluence;acidic alluvial soil, standing water;typical alluvial soil, medium

mechanical; and typical alluvial soil,less acidic

Pomelo Guava

Origin and formation of Tan Trieu Pomelo

Tan Trieu pomelo village is located on an islet, inthe section of Dong Nai river flowing through theend of Vinh Cuu district to enter the city Bien

Hoa Here, there are many varieties of pomelossuch as orange-leaf sugar pomelo, smooth-

skinned sugar pomelo, Thanh pomelo, guavapomelo, Siamese pomelo, Ba Van pomelo

Tan Trieu pomelo village

The development process of Tan Trieu Pomelo

After the Nham Thin

flood (1952), Tan

Trieu land no longer

planted betel nut,

grower

2 development, local peopleThroughout the

have focused onimproving the pomelovariety to produce higherquality and productive

yields

3

Currently, Tan Trieupomelo has beenidentified as one of thekey agricultural andforestry products ofDong Nai province

4

03 Become a

Geographical indication

On November 14, 2012, the National Office

of Intellectual Property issued Decision No.2837/QD-SHTT on granting a GeographicalIndication Registration Certificate No 00031for the famous Tan Trieu pomelo product

The People's Committee of Dong Nai

province is the agency managing this

geographical indication

Geographical area: Binh Hoa, Tan Binh,

Binh Loi, Thien Tan and Tan An communes

in Vinh Cuu district Dongnai province

Recognition Decisions

Meaning for Tan Trieu

Pomelo Villalge

Currently, Tan Trieu pomelo products are cultivated by people in Tan Binh commune, Vinh Cuu district (Dong Nai)

on an area of 357 hectares in the alluvial lands of the Dong Nai river.

04 The process of

exploiting geographical indications

Nutritional value of Tan Trieu Pomelo

Tan Trieu pomelo is a fruit rich in nutrients and

minerals beneficial to health

This fruit has cold properties, helps improve digestion, regulate blood, reduce symptoms such as phlegm and detoxify after drinking

alcohol.

32,03 to 55,90 mg/100 g

Vitamin C content

Applications of

Tan Trieu Pomelo

Commercial value of

Tan Trieu Pomelo

Growing pomelo has brought them a stable and high income, from 200 to 400million VND per hectare annually.

In 2009, the Center for Application of Science and Technology Advancement(Science and Technology), Dong Nai Department of Science and Technologyconducted the topic "Establishment of Geographical Indications for Tan Trieupomelo products"

Some local pomelo growers have met GlobalGAP and VietGAP standards,

facilitating the export of products At the same time, regulations and

management processes have been developed to ensure the quality and origin

of Tan Trieu pomelo

Local mining strategy

Communication Plan

SWOT - Market analysis

Competition from othercountries

Weather and environmentalconditions

The control of chemicalresidues

Threats

Product qualityDiversity of pomeloNatural productionprocess

Strengths

Export growthVietnam-Japan EconomicPartnership Agreement (VJEPA)Requirements for organic

products

Opportunities

Limited productiontechniques

Brand limitations

Weaknesses

SWOT - Product analysis

Due to the impact of the 19

Covid-The consumption hasdecreased significantlyThe cost of growing pomelo

Threats

The good pomelovarieties

Diversity of speciesProtected geographicalindications

Easily counterfeitedRelatively low value of agricultural products

Weaknesses

Competitors [ Internal markets ]

Currently, for the domestic area, Tan Trieu pomelo faces

a number of competitors that are also protected by

geographical indications.

Tan Doan Hung (Phu Tho)

Luan Van (Tho Xuan)

Phuc Trach (Ha Tinh)

Competitors [ External markets ]

China

Hai Tung Agricultural

Hai Tung Agricultural

Products Co., Ltd

OFFICIAL WEBSITE : https://nongsanhaitung.com/

Hai Tung Agricultural Products Company

currently owns a pomelo garden in Tan

Trieu Island, Dong Nai This pomelo garden

is located about 10km from Bien Hoa City

and about 40km from Ho Chi Minh City

The garden has an area of 10,000m2 and iscurrently cultivating two main varieties, TanTrieu green skin pomelo and Tan Trieu

orange leaf sugar pomelo

Location

Tan Trieu Hai Tung

obtained the HACCP Codex

2020 certification, which is theinternational standard for foodhygiene and safety control

worldwide

Up to now, Hai Tung hasdistributed products to many

distribution channels,supermarkets and servedthousands of customersnationwide Large cities such

as Ho Chi Minh City, Hanoi,

Da Nang and some otherprovinces such as QuangNam, Binh Duong, Dong Nai,

Ba Ria - Vung Tau

COMMUNICATION GOALS

Building the image and positioning of Tan Trieu Pomelo is a highquality, safe and reliable agricultural product The media will focus

on the characteristics and benefits of Tan Trieu Pomelo such as

excellent taste, fresh quality, and safe cultivation process

Building brand image and positioning

COMMUNICATION GOALS

Communication will focus on building and spreading the brands ofHai Tung Agricultural Products and Tan Trieu pomelo throughcommunication channels, advertising, and marketing activities The

goal is that when consumers think of quality pomelo, they willimmediately think of Hai Tung Agricultural Products and Tan Trieu

pomelo

Introduce and increase brand awareness

and safety of the product.

Build trust and confidence

COMMUNICATION GOALS

Communication will create engaging, creative and engagingcontent with target customers This interest and love will begenerated through the sharing of information about the healthbenefits, recipes, uses and success stories related to Tan Trieu

Pomelo

Create interest and love

POTENTIAL CUSTOMERS 1

POTENTIAL CUSTOMERS 2

Large cities such as Hanoi, Ho

Chi Minh City and other provinces such as Quang Nam,

Dong Nai

Large cities such as Hanoi, Ho

Chi Minh City and other provinces such as Quang Nam,

Dong Nai

I t t

Vietnamese products) Interested in organic and natural

d t

Have a hobby of home decoration

with fine art products.

Prefer and support the use of

H bit

environmentally friendly

products Customers of restaurants, hotels

and bars

POTENTIAL CUSTOMERS 1

POTENTIAL CUSTOMERS 2

Promotional

items

Fruit gift box Products made from grapefruit

Packed Fresh Grapefruit

Grapefruit skin care products

Organic products

ADDITIONAL OBJECTS

Distributing to retailers Large grocery stores in residential areas, convenient supermarkets such as Bach Hoa Xanh, Winmart +,

Supermarkets such as Big C, Lotte, Co.op mart, Restaurants and bars

Sustainable lifestyle stores (e.g Cocoon, Vesta, ) Beauty parlors, spas to distribute essential oil

products as well as home care fragrance products made from grapefruit.

USPS AND MESSAGES

Unique Selling Points

Origin Product Variety

High Quality

Products Local

ProductsOrganic

“ Continuous efforts to become the unit to become a

supplier of Tan Trieu pomelo with top quality in

Vietnam and bring Tan Trieu pomelo to the world “

“ Discover the taste of vietnam through pomelo - the

essence of nature, full of sweetness! “

Create a community discussion topic

Product information transmission

Increase brand awareness Make a connection with your

customers

Product information

transmission Increase brand awareness Increase keyword search

efficiency

- The development process

of Tan Trieu pomelo

- Benefits of grapefruit for

i th h id

The following options are available:

- Use design images.

- Actual photos: about Tan Trieu pomelo Especially using words to describe the taste of grapefruit to

stimulate readers.

- Actual product photos: according to

certain themes

Use images to describe the

content, insert search keywords according to

customer needs.

Main content - VIDEO

Sub content - ARTICLE

Sub content - BLOG

MEDIA CHANNEL

MEDIA

CHANNEL CONTENT DEVELOPMENT PURPOSE

TIKTOK

Focus on exploiting and developing content

through short videos (reference)

effective way to domestic and foreign

customers.

Storytelling through video is also a form of communication that can be

h d b t d t t t i th

customers.

MEDIA EVENTS

Series of events "Tan Trieu Pomelo"

Event overview: This is a series of events including activities

about products made from Tan Trieu pomelo from Hai TungAgricultural Products Co., Ltd

Purpose of the event: To introduce the company and Tan Trieu

pomelo products, with the goal of creating recognition and trustfrom potential customers; expanding customer network and

strengthening relationships with investment partners in deepprocessing of pomelo products; promote sales; promote thedevelopment of value chain of Tan Trieu pomelo products

MEDIA EVENTS

Series of events "Tan Trieu Pomelo"

Time: from August 28, 2023 to August 29, 2023 Location: Liberty Central Saigon Citypoint Hotel

Estimated number: 1000 peoplePotential customers: People interested in products, or foodrelated industries

People in Ho Chi Minh City and neighboring provinces

Partners and Distributors: People who represent businesses,hotels and other distribution channels related to the food

MEDIA EVENTS

Series of events "Tan Trieu Pomelo"

Exhibit the company's pomelo products

Farm tourInstructions for watering plants and picking fruitTasting and comparing session

Workshop on health careExperience food and drink from food stalls made fromGrapefruit

Activities in the event:

RISK MANAGEMENT

Problem

Probability

of happening Severity Fix

Media platforms do not

meet the set KPIs High High

- Monitor and inventory the interaction index through each period and adjust the plan

accordingly.

Weather issues during

the event Short High

- Check the weather forecast for the day of the event to prepare the most realistic precautions -

Have redundant layout to avoid clutter.

Employee problem Short High

- Establish procedures and guidelines on how to

interact with customers, provide accurate information, and handle difficult situations.

Thanks for

listening ~

GROUP 2 – MC1704

GEOGRAPHICAL INDICATION