EXECUTIVE SUMMARY
SITUATION ANALYSIS
According to research Overview Of The Energy Drink Market In Vietnam (2021) by VIEC, the energy drink market is growing strongly in the Asia-Pacific region, to which Vietnam belongs.
A survey conducted by Rakuten Insight in 2022 found that approximately 22.77% of Vietnamese respondents stated that they consumed functional beverages daily.
Due to Kantar Report I Vietnam's Beverage Consumption 2022, currently, not only the elderly but even younger generations, especially Millennials, also pay attention and choose drinks for health Particularly, GenY (Millennials) tend to use products that can improve their skin health Up to that, we build products that help consumers boost energy (according to the needs of energy drinks development chances in this market) but also ensure that they protect health
Report by Kantar - Drink Usage in Viet Nam 2022 shows that an average of 2 of 5% of people choose drinks for health, specifically, the highest percentage in the age group from 25 to 34 years old choose drinks for health (27%)
Image 1: 25% occasions for health motivationCompetitors:
Traditional energy drink: There are numerous energy drink brands available in Vietnam, such as Red Bull, Coca-Cola, Pepsico, Sting, Warriors, Red Dragons, and Monster, Besides, there are popular energy drink brands including Number 1 and Wake Up 247 But Red Bull, Sting, and Number 1 are the three most popular and widely-used brands in Viet Nam. Natural energy drink: There are some natural energy drink brands in Viet Nam, such as Drinkizz, and Nightwolf.
Healthy products (green products): After the Covid-19 pandemic, consumers are becoming increasingly aware of health Google's "Vietnam: Year in Search 2020" report shows that searches for "organic food" in Vietnamese have increased by 30%
Boost energy for a brand new day: "Overview of the Energy Drink Market in Vietnam" by VIEC Factors that make customers buy energy drinks include “help me stay awake”
Image 2: Reasons customers pay for products Original fruit quality: Due to a report by Spence, Charles; Wan, Xiaoang (2015) titled Beverage perception and consumption: The influence of the container on the perception of the contents shows that the color and material of the container affect the drink experience of the consumers With our product, we would use can and the color green for fresh and healthy and yellow for the sour taste of the product (passion fruit)
Green lifestyle and natural product consumption: Natural products are becoming increasingly popular in the Vietnamese market Google's "Vietnam: Year in Search 2020" report shows that searches for "organic food" in Vietnamese have increased by 30% Besides that according to Wood Mackenzie, by 2029, they forecast that 68% of PET plastic bottles will be collected globally The main reason leads to the environment being seriously damaged The solution here is to use aluminum cans instead of plastic bottles despite the higher price
Personalization demand is growing (due to Kantar 5 Major Changes in Vietnam’s Consumer Market, 2022): We would develop a product that meets the needs of Gen Y consumers, a product that personalizes them as a workaholic person and a person who cares about the environment and their health
Online shopping and transactions (due to Kantar 5 Major Changes in Vietnam’s Consumer Market, 2022): COVID-19 pandemic has built consumer online shopping habits Online is both the channel of sales and a role in each step of the buying behavior of consumers. Social media (due to Kantar 2023, Leading active social media apps among internet users in Vietnam as of 4th quarter of 2022, by generation): Vietnam is one of the countries that has the highest number of social media users in the world And TikTok is growing as the highest social media platform that is accessed in Vietnam.
The Compound Annual Growth Rate (CAGR) of this beverage market is estimated to reach 7.2% from 2021 to 2026 The revenue of the international energy drink market is expected to reach around $53.1 billion by the end of 2022 Energy drinks account for 18.24% market share in the beverage industry in Vietnam.
Another report by Euromonitor International, the energy drink market is growing in Vietnam, with a compound annual growth rate of 7.2% from 2021 to 2026 With a 6% growth rate per year, the Vietnamese energy drink market size tends to reach about $800 million.
In Table 2.1 about the general market demographic, we can have an overview of the Energy drink market in Vietnam
- Geographic: Consumer in urban areas accounts for 71% of the total with big cities like Ho Chi Minh: 45%, Ha Noi: 17%, Da Nang: 4%, Hai Phong: 3%, Can Tho: 2%. Rural remain 29% of the total percentage of energy drink consumers
- Demographic: energy drinks are most commonly consumed by young adults between the ages of 18-25, making up 44% of users The next largest age group is individuals aged 26-30, accounting for 27% of energy drink users Users over the age of 30 still make up a substantial portion at 23%, while those under the age of 18 only comprise6% of users, possibly due to restrictions on sales to minors in some regions About gender criteria: The majority of energy drink users are male, comprising 68% of the user population On the other hand, females make up only 32% of the energy drink user population This suggests that energy drinks may be particularly popular among men About income criteria: According to the VIEC report on the Energy Drink Market in Vietnam (2021), price is the third most significant factor affecting consumer behavior, with 46% of consumers citing it as a concern For low-income consumers, products with reasonable pricing, good taste, and energy-boosting benefits are preferred On the other hand, middle-income consumers in Vietnam show increasing interest in imported organic food and beverage products due to rising health concerns and limited domestic supply Products for this group should not only have a good taste and reasonable price but also be healthy And lastly about occupation criteria: Energy drinks are still most popular among students and officers, accounting for 60% of consumers Physical activity remains a factor for 10% of consumers, while two new categories have emerged - housewives and job seekers/retirees, both at 5%.
- Psychographic: Energy drinks consumers' lifestyles tend to be Busy, active, workaholic, and healthy due to the latest research.
- Behavioral: Energy drink consumers have purchase behavior with a wide range of purposes: Personal usage, and willing to pay extra money for better quality They choose energy drinks for beverages to provide and boost energy levels About usage level criteria: The appropriate usage level of an energy drink depends on several factors, including an individual's age, weight, tolerance to caffeine, and overall health status.
Table 2.1: Marketing Demographic of the energy drink market
With this segmentation of energy drinks in Vietnam we can define the market demographic that Snow Shan Tea Natural Energy Drinks: Passion Mint flavor belongs to and choose the right target market for this product:
- Geographic: medium to large urban cities (big cities with bustling lifestyles)
- Demographic: Mostly men, between the age of 25-34 with middle-range income to high income with a variety of jobs such as workers, athletes, and fitness enthusiasts,
- Psychographic: Healthy, busy, workaholic; enjoys being active and staying healthy, does a lot of after-work and weekend activities
- Behavioral: Usually purchase for personal purposes and always purchase (4 to 7 a week), willing to pay extra money for a better quality product or natural ingredients.
- Unique, made from natural ingredients being planted in remote regions in Vietnam( Ha Giang)
- Offer a healthy and refreshing taste that traditional energy drinks can not bring to consumers
- Consistent quality: Produce products with high-quality active ingredients
- Lack of brand recognition compared to more established, popular energy drink brands that control the energy market in Viet Nam (Overview Of The Energy Drink Market In Vietnam in 2021 by VIEC)
- Higher price point compared to some competitors because of natural ingredients
MARKETING STRATEGY
The most important mission of natural energy drink in the marketing strategy is the way how we promote the product to the consumer in the most affected way
Snow Shan Tea’s vision is simple, and powerful when we can take care of our consumer’s energy levels and collaborate with local farmers who are hard-working every day for organic agriculture We act with Ha Giang’s resources and a holistic development mindset to preserve the health of the Vietnamese people.
The key to marketing strategy should be focused on what consumer needs highlighting the natural ingredients and their benefits, such as increased energy, improved mental clarity, and reduced fatigue
We want to reach another level of our product as a healthier and more sustainable alternative to traditional energy drinks will help consumers’ health improve
Providing Vietnamese consumers with a reputable and transparent Vietnamese-origin brand that provides healthy and natural energy-boosting products that improve daily life
Bringing to Vietnamese people in general and people around the world, in general, a different, newer, and more modern view of energy drinks, especially energy drinks with natural ingredients.
"Consumer health, the prosperity of the country"
Nowadays, people always find something that helps them feel energetic all day but does not negatively affect their health That is the reason why the marketing strategy should aim to appeal to health-conscious consumers who are looking for natural alternatives to conventional energy drinks It should also target individuals who are environmentally conscious and concerned about the impact that traditional energy drinks have on the environment.
1 Build brand awareness: Introduce your product to potential customers through online advertising, social media, events, and promotional programs.
2 Establish customer trust: Focus on product reliability by using positive reviews from customers who have used the product on social media and websites.
Use content marketing strategies to enhance customer knowledge of the product and build trust.
1 Increase sales revenue: Target to sell 200,000 products with a total revenue of 7 billion VND in the first year.
2 Optimize costs: Focus on optimizing fixed and variable costs to ensure the product reaches a reasonable price point.
1 Expand market reach: Expand distribution channels to reach more potential locations and stores.
2 Increase customer loyalty and brand trust: Use various communication channels to interact with customers, answer questions, and respond to customer requests.
Strengthen content marketing strategies and improve advertising plans to attract more customers.
1 Increase sales revenue: Target to sell 350,000 products with a total revenue of 12,45 billion VND in the second year.
2 Increase profit: Achieve an average net profit of 10-12% of total revenue over the next two years.
3 Increase reinvestment to continue product development in the future.
1 Create an integrated marketing communications campaign focusing
1 Set a goal to increase sales by 30% compared to phase 2. on a new product with the message
"Rich new flavor, new experience."
2 Develop a content marketing strategy to enhance customer interest and interaction with our new product We can create various types of content, including articles, videos, images of the production process, and stories about the product.
3 Increase promotion and reach customers by increasing the promotion rate on popular social media channels such as Facebook,
2 Seek investment partners or bank loans to support production and marketing costs.
3 Be able to pay back investment calls or loans along with interest within 11 months.
Table 3.1: Marketing and Financial Objective in 3 Phases
According to the Energy Drinks in Vietnam report by Euromonitor, the market for energy drinks in Vietnam has been growing steadily The report identifies a significant growth potential for energy drinks in Vietnam due to the increasing consumer preference for energy- boosting products Being a new product in the market, defining the right target market is crucial due to its importance After considering this, we have decided that our primary consumer target for the Snow Shan Tea Natural Energy Drink: Passion Mint flavor includes individuals who are middle class and upper-middle, living in medium to large urban cities and looking for a healthier alternative to traditional energy drinks and that may be high in sugar and artificial ingredients This segment can be described as bed demographic by age 25-34 (according to Kantar Drink Usage Study 2022 in Vietnam Not only the elderly but also younger groups, particularly Millennials, are interested in and choose drinks for health purposes) and include health-conscious consumers: athletes, fitness enthusiasts and mostly for people who need an energy boost for work These individuals may use energy drinks to help them stay alert and focused, improve their physical performance, or simply provide a quick boost of energy when they are feeling fatigued.
The report also notes that the trend towards natural and organic products is also affecting the energy drinks market in Vietnam (1 of 5 highlights in the drinking habits of Vietnamese nowadays), as consumers become more health-conscious and demand healthier energy drinks So our secondary consumer target includes vegan consumers who are looking for an organic energy boost Natural energy drinks typically contain ingredients such as Snow Shan tea extract, which are believed to provide a natural source of energy without artificial ingredients and high levels of sugar found in traditional energy drinks.
Being a new brand of natural energy drink in Vietnam, we have to consider the target market, competitors, and marketing strategies All strategies and orientations are based on Strength.
In Vietnam, there are already several popular brands of traditional energy drinks such as Red Bull, Sting, and Monster, To be outstanding, we have to be different from the traditional others by emphasizing its natural ingredients and health benefits The ingredients in our product can help consumer’s health with:
- Snow Shan tea: The use helps to antifebrile, detoxify the body, appetizing, and anti- oxidation
- The passion fruit: In passion fruit has so many vitamin C, beta carotene và polyphenols to help people with anti-oxidation; ensure a healthy intestinal tract, and prevent constipation
- Peppermint: Giving relief from headaches and migraines, improving the health of the skin, boosting energy levels,
The target market should be identified Our company targets the customers in adults (about
25 to 34) and professionals who lead busy lifestyles and need a boost of energy to keep up with their daily activities.
Product orientation in customer needs is a multifunctional and healthy product with natural raw materials, produced locally in Vietnam, The business aims at the health of the community, becoming a popular and popular drinking water
Become a competitor in the common market by catching up with the current trend of green and healthy living with the integrated benefits of increasing energy and increasing health
Table 3.2: Footnote for the positioning map
MARKETING TACTICS
Product: Snow Shan Tea Natural Energy
1 Enhances energy, helps to focus and work effectively
2 Supplements of vitamins and extracts from Shan Tuyet tea and lime
Easy to distinguish by taste: The sour taste of lime is balanced by tea and the sweet taste of sugar, and the mint aroma and gas will create a refreshing feeling
(compared to other energy drinks which mainly have a sweet taste).
Table 4.1: General information about Snow Shan Tea Natural Energy Drink
Vang is the combined “V” of VietNam and “ang” of Ha Giang The label is both honoring VietNam and the land of Ha Giang.
Besides, Vang is “yellow” in Viet Nam (Vàng), which is a part of our country's flag A yellow
5 points star between the red flag
Thirdly, “Vang” is the sound when tuned gongs, presented for our mission is to bring the big echo, bring development for ourselves and Vietnam
It helps increase the reputation of the company, focuses that this company is from Viet Nam, uses Viet Nam agriculture products, is trustworthy, and brings national pride.
The name of our company is printed on every product in front of the product.
Behind the product is some necessary information about our product in Table 4.2: Packaging and Table 4.3: Nutritional content information
Table 4.2: Packaging informationTable 4.3: Nutritional content information
Key visual: The gong (a VietNam traditional musical instrument), shows that we are a company from VietNam and suitable with our label
Primary colors: Yellow and Red (VietNam’s flag color), Brown (Land, show that our ingredient is planned naturally).
The logo is simple, easy to remember, and pretty, with a VietNam feature in it The logo is a part of our brand to remind customers that our company is from VietNam and would make VietNam better every single day
Box: Plain container with Label and product name and message “Reduce ink, Save the earth”. With this plain box, we reduce cost and also give messages to reduce ink to save energy and protect the earth.
Container: 320ml/can We use aluminum cans to make products elegant, reduce plastic and keep the best quality of product, bringing great experience for customers.
Primary colors: Green, Yellow to make our products look healthy green and Viet Nam, sour with yellow
Key message: This is an energy drink that is a natural product that uses Viet Nam agriculture products and is healthy.
Key visual: Snow Shan Tea Hill from Ha Giang.
Image 5: Snow Shan Tea Natural Energy Drink’s packaging
Price: We use Ha Giang’s Snow Shan Tea extract and the natural flavor of passion fruit and mint, with no artificial scent Due to all of the above, we decided to take the value-based pricing and price adjustment strategy for the first year
Table 4.4: Variable Cost of Product
Table 4.5: Fixed cost of Product
Table 4.6: The final Price for wholesale and retail
Our products bring customers Snow Shan Tea - premium tea in Ha Giang and natural extract- a great experience and healthy with vitamins
Our price is middle-range because our target market is 25 to 35 years old, and tends to pay more for true healthy value Therefore, our product brings health value and has a higher price than traditional energy drink products Besides, it is not in the high range because our ingredients are from local - Ha Giang
Quantity 1 can x 320ml 6 can x 320ml 24 cans x 320ml
Retail price 38.500 VND 229.800 VND 910.000 VND
Table 4.7: Price list of Snow Shan Tea Natural Energy Drink
- Combo: When customers buy combo 6 cans they only have to pay 229.800 VND (38.300 VND/ 1 can) and for 24 cans they only have to pay 910.000 VND (37.900 VND/ 1 can)
- Discount according to quantity for distributor: Distributors that buy equal or more than 1000 boxes (24 cans) will be discounted 7%
Our product will be located at suitable distribution channels to effectively deliver to customers We will focus
- Circle K: There are over 400 stores in big cities such as Ho Chi Minh City, and Ha Noi, makes Circle K an ideal placement, to spread out and distribute our products widely and make them easy-to-buy [(10% discount), 10,000 units, distribution cost : 50,000,000 vnd ]
- Winmart: There are over 2800 stores in Viet Nam that can add value and widespread our new products [(12% discount) 90,000 units, distribution cost: 80,000,000 vnd] Supermarket:
- Mega Mart:[(8% discount) 10,000 units, distribution cost: 50,000,000 vnd ]
- Shopee and Lazada:[10% discount 49,155 units, distribution cost 45,000,000 vnd]
- From 01/2024 to 12/2024: We post advertisements on social media platforms, and it is Facebook Page, this action cost an estimated 40.000.000 VND/ year (10.000.000 for each quarter)
- From 01/2024 to 12/2024: We updated the website for the product and this action cost estimated 15.000.000 VND/ year (3.750.000 for a quarter)
- From 01/2024: We sponsor Salonpas HCM Marathon 2024: 400 products and this action cost is estimated at 400.000 VND (35.000 VND for 1 product and a total of14.000.000 VND, for 2 staffs cost 400.000 VND/day, 5.000.000 VND for BronzerSponsor)
- From 01/2024 to 05/2024: We will contact Tri Phan (2,4M followers on Tiktok) and accompany him in 1 cooking video per month, he will only use and show products image on video, there’s no advertisement scenario (totally 5 videos for 5 months), and this action cost estimated 40.000.000 VND (8.000.000 VND for 1 video, KPI 200.000 views for each video)
- The first month of each quarter in 2024 (01/2024; 04/2024; 07/2024; 10/2024): We push Bumper Advertisement on Youtube to show our short video (6 seconds), this action cost an estimated 70.000.000 VND (80.000 VND for 1000 interactions, up to that in each quarter we will get 218.750 interactions on Youtube).
- 11/2024: We sponsor the 7th International Sacombank HCM Marathon: 445 products and this action cost is estimated at 19.400.000 VND (35.000 VND for 1 product and a total of 14.000.000 VND, for 2 staffs costs 400.000 VND/day, 5.000.000 VND for Bronzer Sponsor)
- From January 2025 to June 2025: Sign affiliate contracts with gyms to promote our product: hang a media poster, and launch a product testing program for those who are interested in energy drinks ( held this campaign every Sunday for 6 months) This campaign cost is estimated at 150.000.000 VND with 20.000.000 VND/per month for testing programs ( 1000 products) and 30.000.000 in 6 months for posters.
- From January 2025 to October 2025: Run short video ( 6 seconds) digital infographic advertising on online platforms like Facebook, Youtube but our main platforms will be Facebook ( target reaching 3,75 million interactions ) and Youtube ( target reaching 2,5 million interactions ) With this action cost estimate 500.000.000 VND with 80.000 VND for 1000 interactions.
- From June 2025 to September 2025: Keep signing contracts with Tri Phan ( 2,4 million Tik Tok followers ) with sponsoring content with his channel: An efficient diet process ( about 4 videos) with Tri Phan and he’ll introduce our product as his favorite drinks when he is on a diet This action cost an estimated 180.000.000 VND with 160.000.000 VND for 4 videos and 20.000.000 VND for video content.
- From September to December 2025: Launch a new commercial TVC ( 5-7 minutes) about Snow Shan Tea and how our product is special - This TVC will release on targeted social media platforms: Website, Youtube, and Facebook to reach the desired audience This action will cost an estimated 270.000.000 VND with 70.000.000 VND for the production process and 200.000.000 VND for running advertising.
At this stage, our products will be positioned in expanded distribution channels to effectively distribute to customers namely gymmers We will expand our focus on gyms:
- 25 FIT: The system has 15 branches in Ho Chi Minh City spanning all districts, convenient to buy for (5,000 units, discount 10-25%/p distribution cost: 35,000,000 vnd )
- Citygym: has 7 branches in Ho Chi Minh City.( 5,000 units discount 10-40%/p distribution cost : 35,000,000 vnd )
- Getfit Gym & Yoga: Owning more than 10 branches in Ho Chi Minh (5,000 units, discount 10-35%/p , distribution cost: 40,000,000 vnd )
Introducing a new flavor to an existing product is a great way to keep up with customer demand and stay competitive in the market In the 3rd year after the launch of Snow Shan Tea Natural Energy Drink: Passion Mint, market research, and customer habits show that adding new flavors would be a good move for the product Based on these findings, two proposed flavors are Apple Mint and Mulberry.
Energy: 138 Kcal PR 100 ml (Apple,
Vitamin C, carbonated water, *cane sugar, Vitamin B6, Caffeine
Carbohydrate: 8 G PR 100ml New flavor snow shan tea Ha Giang 12g/320ml
Apple fruit 5% PR 100ml (30.3 ml extract) Organic mint 3% PR.100ml (8,335g) Mulberry fruit 5% PR 100ml (30.3 ml extract)
Of Which sugars: 7g PR 100ml Other ingredient (CO2, pure water)
Table 4.8: General information on the new flavor of our product
FINANCIAL PROJECTIONS
Table 5.1: Revenue Expected for 3 Years
Table 5.5: Sales forecast for 3 years
IMPLEMENTATION CONTROLS
Our marketing plan is to serve as a guide for the organization Once the plan is developed, it needs to be implemented and monitored closely to determine its effectiveness and make necessary adjustments We are focused on managing and overseeing the execution and structure of our marketing endeavors Properly strategizing and executing a marketing plan for a new product is crucial in guaranteeing a successful launch and effective promotion to the intended audience.
+ Gain full funding for marketing materials and production process in 4 months + Identify the target audience and determine what type of content will be most effective for reaching them.
+ Research and design marketing materials, including mailbox flyers, signs, and social media by May 2023
+ Develop strategies for promoting the product through various channels such as social media, email campaigns, and search engine optimization (SEO) + Design logo, and packaging graphic for social media and e-commerce platform with the graphic artists by April 2023
+ Launch social media, online platforms: Facebook, Website, Instagram, to prepare for launching a new product in May 2023
+ Contact with KOLs, and influencers to exchange about the promotion campaign in JunJunee 2023
+ Offering promotional deals or discounts to incentivize early adopters + Registering a trademark for the product and brand in September 2023 + Create a marketing budget to manage the resources and costs associated with each marketing activity during the launching new product
+ Manage and maintain the marketing budget
+ Run targeted ads to reach potential customers on online platforms Facebook Ads, Youtube Ads
+ Track progress by monitoring key performance indicators (KPIs) such as website traffic and conversions.
+ Building and maintaining relationships with key stakeholders, including journalists, bloggers, influencers, and customers, to generate positive publicity + Creating and sending targeted email campaigns to promote products and nurture relationships with subscribers
+ Hosting launch events or product demonstrations to showcase the features and benefits of the new product
+ Run targeted ads to reach potential customers on online platforms: Facebook Ads, Youtube Ads
+ Use software systems for arranging schedules and client assignments for employees and update weekly
+ Optimizing website content and structure to improve search engine visibility and drive organic traffic to the website
+ Building and maintaining relationships with key stakeholders, including journalists, bloggers, influencers, and customers, to generate positive publicity The following areas will be monitored to gauge performance:
Product quality : Annual: This will enable us to react very quickly in correcting any problems that may occur in the process Other early warning signals that will be monitored for signs of deviation from the plan include monthly
● Sales (by segment and channel) and monthly expenses
- A new brand in the market, we have to both build products and build our brand image, equally between 2 factors and to survive we must do well in sales also.
- Penetrate the market by an already-established market competitor.
- Deal with keeping ingredients of stable quality
- Difficult to break down every goal into actionable steps, get stuck in planning, and never get your project off the ground.
- The product falls short of claims and gets bashed.
- Lack of budget: Due to the high price of the production process and is a startup company with brand new products.
- Being eliminated from the market due to the lack of market share The product may not attract enough customers to be successful, or it may not meet their needs or expectations
- The project may run into financial difficulties due to unexpected expenses, low sales, or other factors This could force the company to scale back or abandon the project altogether.
- The product may depend on key suppliers for materials or components, and any failure on their part could result in production delays or quality issues.
- Manufacturing problems: The product may encounter issues during manufacturing that can result in defects, low quality, or delays.
Snow Shan Tea Natural Energy Drink - Passion Mint Flavor is developed in demand for energy drinks and green healthy products in major cities in VietNam for customers aged between 25 to 34 Our products tend to provide customers with boosting energy and health benefits
We plan our marketing plan to develop products in 3 following years with the following target:
In 2024, we focus on 4P strategies combining: Developing product image and core quality; Pricing; Boosting placement at convenience stores and supermarkets in Ho Chi Minh City and Ha Noi; Finally promotion with some sponsorship and contact with KOLs We plan to get great awareness about our new products and boost sales.
In 2025, we will focus on placement and promotion: With Promotion launch new commercial TVC on target social media platforms, and sign affiliate contracts with KOLs and gyms. Place: Positioned product in gyms We plan to make profits this year.
In 2026, we will concentrate on placement and promotion We will make a new move We hold a sponsorship for the 66th Tien Phong Marathon in Con Dao and Ha Giang Discovery in October 2026 In addition, we will organize a campaign “Huong ve Ha Giang” for people and children there like our physiology Besides, we develop a new product line: a new flavor (Apple Mint and Mulberry) About Place, we plan to put products in the gold position and launch some pop-up stores
Implementation will be done step by step including Pre-launch tasks, Launch tasks, andOngoing tasks In the process of developing a new product, we have to face many difficulties and risks that are relevant to lack of budget, ineffective plan, and competitive market for the new product… Besides tackling all issues we also predict some worst cases such as: Being eliminated from the market, running into financial difficulties, and manufacturing problems.Despite all downsides and the chance of bankruptcy, we all hope our product can outshine and make a remarkable product in the energy drink market in Vietnam
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Target Segment Customer Need Corresponding Feature/Benefit Workers (consumer market)
● Need an energy boost for work
- Contain liquid in a can that convenient
- Using Snow Shan Tea extract as a natural energy source that harmless to health
● Need an energy boost for practice
● Need a natural source of energy without artificial ingredients
- Using Snow Shan Tea extract as a natural energy source that harmless to health
- Not using food coloring in the product
● Need an energy boost for practice
● Energy source without artificial ingredients
- Not using food coloring in the product
- Using Snow Shan Tea extract as a natural energy source that harmless to health
- Customize to appropriate for people on a diet, lose weight
Table 1.1: Target Segments of Customers and their corresponding features
Geographic Urban Ho Chi Minh: 45%, Ha Noi: 17%,
Da Nang: 4%, Hai Phong: 3%, Can Tho: 2% (in the group of medium to large urban cities)Rural Remain: 29% (small provinces, outskirts, rural areas)
Energy drinks are most popular among young adults aged 18-25, with this group making up 44% of energy drink users The next largest group is individuals aged 26-30, comprising 27% of energy drink users While older adults over the age of 30 still make up a significant portion of energy drink users at 23%, individuals under 18 years old only comprise 6% of the user population This may reflect restrictions on the sale of energy drinks to minors in some regions.
The majority of energy drink users are male, comprising 68% of the user population On the other hand, females make up only 32% of the energy drink user population This suggests that energy drinks may be particularly popular among men.
Income Low income: Due to the VIEC report about the
Overview Of The Energy Drink Market In Vietnam (2021), the price factor is the third most affected consumer behavior with 46% With consumers with low income, products that are reasonably priced, focus on taste and purpose keeping awake.