Final exam assignmentmarketing plan in 3 years for snow shan tea natural energy drink passion mint

THE FINACIAL UNVERSITY OF FINANCE – MARKETING FALCUTY OF MARKETING FINAL EXAM ASSIGNMENT MARKETING PLAN IN YEARS FOR SNOW SHAN TEA NATURAL ENERGY DRINK: PASSION MINT Course Name: Marketing Management Class : CLC_21DMC05 Course code : 2311702006010 Team’s members : Lê Trần Hoàng Trâm 2121013200 Lâm Ngọc Tường Vy Nguyễn Hữu Lan Anh 2121013345 Lưu Đức Trọng 2121013612 Võ Thiên Bảo 2121013431 2121000294 Ho Chi Minh City , 2023 DISTRIBUTION The list of members assigned tasks, and their completion status: Name Student ID Tasks Completion 100% Lê Trần Hoàng 2121013200 Section 1: Executive Summary Trâm Section 2: 100% - Market demographics - SWOT 100% - Critical Issues - Product offering Section 3:Target markets Section 4: Promotion 2024 Section 6: Controls - Implementation - Contingency Planning Marketing timeline Editing Word Lâm Ngọc 2121013345 Section 2: Tường Vy 2121013612 - Situation analysis - Market needs Nguyễn Hữu - Market trends Lan Anh - Market growth - Market demographics - SWOT Section 4: - Strategies: Product, Price, Promotion for 2024 Marketing Timeline Conclusion Section 2: - Market demographics - Competition Section 3: Lưu Đức Trọng 2121013431 - Mission 100% Võ Thiên Bảo 2121000294 - Positioning 100% - Strategies: Promotion for 2025 Marketing Timeline Section 2: - Market demographics Section 3: -Marketing and financial Objectives Section 4: - Marketing Strategies: Place 2023,2024,2025 - Pricing Product Section 5: Financials - Expenses - Sales forecast Marketing Timeline Section 2: - Market demographics - Product offering Marketing Strategies: Product 2025, Place 2024,2025 Section 5: Financials - Expenses - Sales forecast Marketing Timeline TABLE OF CONTENTS CHAPTER I: EXECUTIVE SUMMARY CHAPTER 2: SITUATION ANALYSIS .2 2.1 Market Summary .2 2.1.1 Situation Analysis 2.1.2 Market Needs .3 2.1.3 Market Trends 2.1.4 Market Growth 2.1.5 Market Demographic: 2.2 SWOT Analysis 2.3 Competition 2.4 Product Offering .7 2.4.1 Core product: .7 2.4.2 Actual Product: 2.5 Critical Issues CHAPTER 3: MARKETING STRATEGY .10 3.1 Mission 10 3.1.1 Vision .10 3.1.2 Mission 10 3.1.3 Philosophy: 10 3.2 Marketing and Financial Objectives .10 3.3 Target Markets 12 3.4 Positioning 13 3.4.1 Strength 13 3.4.2 Orientation .13 Positioning map 13 CHAPTER 4: MARKETING TACTICS 15 4.1 Phase (1/1/2024 – 31/12/2024): Product Launch 15 Product: 15 Price: 17 Place: 19 Promotion: 19 4.2 Phase (1/1/2025 - 31/12/2025): Growth .20 Promotion: 20 Place: 21 4.3 Phase (1/1/2026 - 31/12/2026): New Wind 21 Product: 21 Promotion: 22 Place: 23 4.4 Marketing timelines 24 CHAPTER 5: FINANCIAL PROJECTIONS 25 5.1 Revenue Expected 25 5.2 Budget for marketing 25 5.3 Sales Forecast 25 CHAPTER 6: IMPLEMENTATION CONTROLS 27 6.1 Implementations .27 6.2 Contingency Planning .28 6.2.1 Difficulties and Risks .28 6.2.2 Worst Case Risks: 29 CONCLUSION: 27 TABLE OF IMAGES Image 1: 25% occasions for health motivation Image 2: Reasons customers pay for Products .3 Image 3: Positioning map 14 Image 4: Vang’s logo 16 Image 5: Snow Shan Tea Natural Energy Drink’s packaging .17 Image 6: Timeline for years marketing plan of Snow Shan Tea Natural Energy Drink 24 Document continues below Discover more fMroamrk:eting MARKETING K19 Trường Đại học Tài… 999+ documents Go to course Nội dung thuyết trình Vinasoy 18 100% (25) Giải đề Cam 16 Izone team 193 96% (81) 8480 Tran Thi Phuong My 6006 27 Marketing 100% (1) Cross Cultural Advertising of Coca… 11 Marketing 100% (1) RESEARCH ON SERVICES OF CGV… 65 marketing 88% (8) service BT - tập marketing dịch vụ TABLE OF TABLES marketing 100% (1) service Table 1.1: Target segments of customers and their corresponding features Table 2.1: Marketing Demographic of the energy drink market Table 2.3: Result of Kantar “Current Vietnamese beverage market” Table 3.1: Marketing and Financial Objective in Phases 12 Table 3.2: Footnote for the positioning map 14 Table 4.1: General information about Snow Shan Tea Natural Energy Drink 15 Table 4.4: Variable cost of Product 17 Table 4.5: Fixed cost of Product 18 Table 4.6: The final Price for wholesale and retail .18 Table 4.7: Price list of Snow Shan Tea Natural Energy Drink 19 Table 4.8: General information on the new flavor of our product 22 Table 4.9: Total finance for Sponsorship of 66th Tien Phong Marathon in Con Dao - Vung Tau .22 Table 4.10: Schedule and more details for the “Huong ve Ha Giang” campaign .23 Table 4.11: Total finance of campaign “Huong ve Ha Giang” 23 Table 4.12: Total finance for Sponsor Ha Giang Discovery October 2026 23 Table 5.1: Revenue Expected for Years 25 Table 5.2: Expenses of Phase 1: 2024 25 Table 5.3: Expenses of Phase 2: 2025 25 Table 5.4: Expenses of Phase 3: 2026 25 Table 5.5: Sales forecast for years 26 CHAPTER I: EXECUTIVE SUMMARY Snow Shan Tea Natural Energy Drink: Passion Mint flavor’s market consists of consumers who prefer to 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 or prefer energy drinks with provide a natural source of energy without the artificial ingredients Specific segments being targeted during the first year include workers, athletes, fitness enthusiasts, and mostly people who need an energy boost for work This table shows how the Snow Shan Tea Natural Energy Drink: Passion Mint flavor addresses some of the most basic needs of targeted consumer and business segments Table 1.1 shows our target segments of customers and their corresponding features Table 1.1: Target segments of customers and their corresponding features We will build an effective marketing plan through advertising, referral marketing, and a loyalty program This marketing plan will allow us who will launch our product: Snow Shan Tea Natural Energy Drink: Passion Mint flavor, to focus our marketing efforts by taking the long view and looking for results on a daily and weekly basis to see that the chosen tactics are successful In the first year, we planned some strategies to get customer awareness and boost sales strongly In the second year, we start to focus on market share And in the third year, we will develop new flavors, expand our product line and chase profit, and increase revenue CHAPTER 2: SITUATION ANALYSIS 2.1 Market Summary 2.1.1 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 Consumers: 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 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 motivation Competitors: