The quality of packaging and preservation is still concerned, some types do notprovide adequate nutritional ingredients on the packaging.Khanh Tam Vegetarian Food Advantage: Khanh Ta
EXECUTIVE SUMMARY
Introduction
The current trend of vegetarianism for health protection is having a strong impact on consumers Therefore, "Moc Nhien Dried Mushroom Shi-me" by Moc Nhien Co., Ltd was created to meet the demand for this vegetarian trend Moc Nhien is striving to perfect the product to the best possible quality, setting a goal to upgrade the production line to become more professional by 2025 and to introduce Moc Nhien's vegetarian products to the international market, aiming to position the Vietnamese brand as one of quality, safety, and reliability for consumers.
At the same time, Moc Nhien aims to create a strong and lasting connection between Scientists, Suppliers, Farmers, Manufacturers, and Consumers.
By using modern vacuum drying technology to preserve 95% of the nutrients compared to fresh ingredients, it is evident that Moc Nhien's core value is to provide consumers with high-quality, nutritious, clean, and delicious products The company always aims to bring natural, environmentally friendly products with high nutrient content, ensuring the health and origin of the food.
As an honest, innovative, different, and trustworthy business, Moc Nhien values ethics as the core value of the company.
The mission of Moc Nhien and the product "Dry Mushrooms" is to become a leading enterprise in the Vietnamese vegetarian food market, protecting the health of consumers,and bringing Vietnamese culture, cuisine, and brand to the global stage However, the most important mission of Moc Nhien is to bring the best value from the motherland to consumers.
Marketing Objectives
Embrace the new trend in modern lifestyle Moc Nhien launched Shi-me Mushroom Dried
- a snack with great health benefits After 3 years of launching, Moc Nhien's marketing goal is to reach 80% of young people aged 18 - 28 and 50% of them are loyal customers of the product Moc Nhien prioritizes using the media that are of interest to TA such as social media, e-commerce, to be able to cover 70% of the media used by target audiences.
Brand Objectives
Developing to become a leading brand in consumer trends, providing modern vegetarian snacks suitable for all ages Besides, striving to become the number 1 brand in Vietnam and be known by many countries around the world.
Financial Objectives
In 3 years doing business in Vietnam snack market Moc Nhien is expected to sell 3.3 million products with total revenue in 3 years is 102,4 billions and profit after 3 years of operation is 33,15 billions Estimated marketing costs are 10,5 billions With the Marketing objectives, we set specific financial targets for each year as follows:
Year 1: With expected revenue is 30,5 billions and expected profit is 11 billions, specific expenses in 2024 are presented in the table below:
Table 1: Expected sales, Break even volume, Break even time in 2024:
Break even time 4 months 2 weeks
Year 2: With expected revenue is 24,4 billions and expected profit is 8,4 billions, specific expenses in 2025 are presented in the table below:
Table 2: Expected sales, Break even volume, Break even time in 2025:
Break even time 5 months 2 weeks
Year 3: With expected revenue is 47,75 billions and expected profit is 13,75 billions, specific expenses in 2026 are presented in the table below:
Table 3: Expected sales, Break even volume, Break even time in 2026:
Break even time 4 months 1 weeks
SITUATION ANALYSIS
Macro Environment
Enterprises in the newly established process are therefore always affected by the external environment In early 2023, according to the Ho Chi Minh City Department of Statistics, nearly 51.4 thousand businesses had withdrawn from the market The reason is that the recession of the global economy is too big, starting from 2021 Therefore, Vietnam's economy has been receiving impacts from the end of 2022, the beginning of 2023 There are many predictions that From now to the end of 2023, many businesses will fall into difficult situations due to the economic recession and high inflation.
Per capita income in 2023 will increase According to the General Statistics Office, the growth rate of gross domestic product (GDP) is about 6.5%; GDP per capita is about 4,400 USD; the proportion of processing and manufacturing industry in GDP is about 25.4 - 25.8%.
According to a market report of Vinaresearch, which surveyed 659 people about
"Vietnamese vegetarian trends" to understand this special culinary culture, more than half of them regularly eat vegetarian, accounting for 59% Most often eat at the time of the full moon day, the first day of every month, especially the season of
Political and legal factors are always important factors affecting the business activities of enterprises, including Moc Nhien Enterprise Compliance with regulations on labor hire, tax, safety, environment not only helps Moc Nhien enterprise to operate its business in a sustainable way, but also ensures its credibility and reliability in the eyes of customers and business partners.
In a politically stable society, Moc Nhien is secure in terms of investment and ownership of other assets, so she is ready to invest more capital in long-term projects.
From ancient times until now, Vietnamese people have the concept that vegetarians do good deeds to accumulate virtue for their children and grandchildren in the future, while helping themselves to have better health, prevent high blood pressure, and reduce blood cholesterol According to a long-standing custom, many Cao Dai Buddhists and followers, even though they are not vegetarians, on the occasion of the Vu Lan festival in the seventh lunar month often make a vow to be a vegetarian for a full month or half a month People consider it to be a dedication of merit to pay filial piety Therefore, the trend of using vegetarian foods has been around for a long time, and today is gradually becoming more popular.
The pressures and threats from the technological environment can be: the introduction of new technologies that give rise to and strengthen the competitive advantages of substitute products, threatening the traditional products of the existing industry The explosion of new technology makes existing technology obsolete and creates pressure on businesses to innovate technology to enhance competitiveness.
With modern vacuum drying technology, mushrooms can be dried but still retain the nutrients in mushrooms about 95% compared to fresh mushrooms, giving Moc Nhien Enterprises an advantage in product quality in the market.
Moc Nhien Company always attaches importance to environmental issues and waste treatment in the production of products of Moc Nhien Group from the factory, minimizing harmful waste to the environment.
According to the latest data from the United Nations, the current population of Vietnam is 98,507,441 people as of December 5, 2021 With a relatively fast population growth, along with the demand for quality products, especially GenZ is aiming for vegetarian food market share to protect their own health, this is an opportunity for FMCG market in terms of health Vegetarian food has increased rapidly, allowing vegetarian food businesses to develop in the market.
Micro Environment
The raw material that Moc Nhien enterprise uses in its first product is Chicken thigh mushroom, which is supplied from Phung Gia Co., Ltd in Vinh Phuc With a closed production process along with high-tech equipment such as 4 Main machine system: material machine, seed transplanter, lid opener, potting machine with 16 cold rooms to grow mushrooms grown entirely by hand, all of which are safe to ensure the quality of mushrooms with the motto "We I define the motto of food safety as the leading criterion of production” It can be said that Moc Nhien enterprise has been very selective when choosing Phung Gia Company as a supplier for its corporate products.
The ultimate goal of Moc Nhien's marketing strategies is to reach customers Moc Nhien's product is aimed at ensuring safety for health, is a vegetarian product that provides full nutrition and deliciousness to consumers Moc Nhien is aimed at GenZ consumers who tend to be healthy vegetarians, protect their health and balance their daily calories, or office workers and office workers with a high average income.
The vegetarian food consumption market in Vietnam has been developing strongly in recent years This is also the advantage of developing vegetarian products and foods There have been many businesses that are dominating the significant market, such as U Lac Vegetarian Food Production & Trading Co., Ltd, Khanh Tam Vegetarian Food,
Au Lac vegetarian food production and trading Co., Ltd
Summarized by the "Yellow Pages" as an organization with more than 25 years of experience.
Diverse product categories: seasoning products, instant, pasteurized, canned, cold, dry, beverage products
Present in all markets, supermarkets, restaurants in Vietnam and abroad
The price is not very expensive, averagely ranging from 15,000 - 35,000 VND/ 50g
Using a lot of preservatives and coloring for the product
The quality of packaging and preservation is still concerned, some types do not provide adequate nutritional ingredients on the packaging.
Khanh Tam vegetarian food has not been around for a long time, but it is known as the "Queen of Mushrooms".
The enterprise focuses on products made from mushrooms → Khanh Tam's dried mushroom products are applied with many modern and exclusive technologies to help prolong the quality and taste of the product.
Selling price: high, fluctuates 70,000 VND/ 50g.
As a young business, there is not much trust from customers.
According to the reviews of customers who have experienced, the product is still a bit hard, with a lot of spice, overpowering the natural smell of mushrooms.
Vegetarian food retail establishments at home in general
Advantage:: Cheap price, lower than the average price of competitors in the market.6
Unknown origin, high risk of counterfeiting.
Not tested for food safety, bringing danger to consumers.
Vegetarian dried mushroom is one of the healthy products made from chicken thighs,providing many nutrients, proteins, and antioxidants One of the indirect competitors of vegetarian products is the grains and nuts in Granola to help consumers lose weight,containing many nutrients good for health, heart and anti-aging Because it is made from nuts, completely natural, vegetarians can use it, so this is one of the indirect competitors to replace Vegetarian Dried Mushroom products.
Industry environment analysis
According to research site FPT Digital July 22, 2021, Vietnam is one of the largest food consumers in Southeast Asia with an average growth rate of 10% of the food retail industry from fresh food, then canned food, non-alcoholic beverages, alcoholic beverages The packaged food industry in Vietnam is considered to be a thriving industry, making a great contribution to the fast-moving consumer goods (FMCG) segment with a growth rate of 7.7% per year, especially after the Covid-19 pandemic With its convenience and usefulness, packaged food is an industry that comes with the country's economic growth, it changes lifestyles and preferences, and the number of middle-class consumers is increasing.
For food, factors of safety, health, nutrition, and origin are assessed by Vietnamese consumers as having the greatest impact on their purchasing behavior, followed by brand and size factors size, packaging, especially for people with high income levels, people with middle income levels pay more attention to nutritional factors than health benefits.
Picture 2: Determinants of buying behavior
MARKETING STRATEGY
STP
Geographic Region: The focus is on large cities.
Region: The focus is on large cities.
Region: The focus is on large cities.
Gender: Male, female Gender: Male, female.
Age: 18 - 28 years old Age: 28 - 43 years old Age: Over 43 years old
Occupation: Students, university students, working professionals, "
Occupation: Officer, civil servant, public servant,
Occupation: Officer, civil servant, public servant,
Income: No income or low income
Psychographic Lifestyle: Dynamic, modern, easy to change, grasping trends quickly
Lifestyle: Hardworking, thoughtful, catching up with trends.
Lifestyle: Calm, health-conscious, catching up with trends more slowly.
Behavioristic Interests: Attractive taste, reasonable price, eye-catching design.
Interests: Attractive taste, product quality, health benefits, little interest in product
Interests: Attractive taste, product quality and health benefits, little 8 design interest in product design.
Loyalty: Low, easy to change to catch up with new trends.
Loyalty: Medium high Loyalty: High, once you put your trust in them, it rarely changes.
The main target market that Moc Nhien targets for this product is segment 1 The audience in this segment is people aged 18 - 28 years old, living and working in urban areas. Segment 1 is a potential market of Moc Nhien because the characteristics of consumers in this segment are consistent with the characteristics of new products of Moc Nhien dried mushrooms:
Tend to use existing products.
Tend to use healthy foods.
With brand positioning "No.1 vegetarian mushroom product in Vietnam" Moc Nhien affirms that its product for customers is one of the best quality vegetarian products with fresh ingredients and clear origin, in order to elevate Vietnamese products Along with a closed production process, modern drying technology helps to keep the nutrients in mushrooms 95% compared to fresh materials Moc Nhien self-identifies its brand as aVietnamese brand - high quality, is a snack ensuring the health of consumers.
Marketing Mix
The company's Dried Mushroom products aim to provide nutrients for consumers' health in light meals Is a snack product made from 100% fresh, delicious, safe and healthy chicken thighs.
Nutritional value of mushrooms (Nutritional information provided by USDA per serving, equivalent to 86g raw oyster mushrooms sliced):
Moc Nhien - SHIME dried mushroom products apply modern technology and equipment to produce standard products with high fiber content, helping the digestive system to be healthy Support immunity, improve resistance Provides 7 essential amino acids for the body
Nutritional Value of Mushrooms (Nutritional Information provided by USD A per serving, equivalent to 86g raw oyster mushrooms, sliced)
Design: compact design, easy to carry, the main color is green combined with eye- catching and attractive jet black.
Packaging: specialized zip bags for storing dry food items to help prevent odors, moisture and air, and best preserve product quality With a net weight of 50 grams, the body is printed with the business logo and full product information, helping customers to track easily.
The enterprise creates an official website for Moc Nhien with product information, which is posted and updated regularly, making it easy for customers to find information about products as well as communicate directly with employees of Moc Nhien before making a
10 purchase decision Customers to contribute ideas and receive advice before, during and after purchase.
Customers who do not have time to go to Moc Nhien's retail stores can easily shop online at the company's official website or on e-commerce platforms such as Shopee and Lazada.
In the new stage of launching products into the market, Moc Nhien dried mushrooms - SHIME uses a market penetration pricing strategy, Moc Nhien uses a competitive strategy for profit - by setting low prices to put pressure on competitors and capture a certain market share.
Estimate data table for product pricing:
Table 5: Table of estimates for the first year (2024)
Fixed Cost (FC) 6 billion VND / year
Unit variable cost (VC) 13.500 VND
Total unit cost (TC) TC = (FC/1 million) + VC = 19.500 VND/product
=> Wholesale price: 30,000VND/pack, Retail price: 32,500VND/pack
The selling price of 1 product will not change over the years This is a price that is suitable for marketing goals and strategies while still ensuring high profits and competitiveness against competitors.
Besides, to influence the psychology of wanting to buy delicious, nutritious, and cheap products, Moc Nhien uses psychological pricing strategies and combo pricing strategies to stimulate consumers to buy more products and stimulate demand increase revenue for businesses in a short time to compensate for the huge investment costs for production and marketing to launch products to the market.
Not only that, the promotional price strategy is a good tactic that businesses hit hard by launching discount vouchers, or cheaper product prices on special occasions such as Tet holidays, new product launches, etc Since then, Moc Nhien has affirmed its market share and competitiveness compared to competitors.
The distribution structure that Moc Nhien uses for SHI-ME Mushroom products will apply in distribution:
Type of intermediaries participating in distribution channels: Retailers
Live channel: The live channel of dried mushrooms Moc Nhien - SHIME is divided into 2 smaller channels: Online and Offline
For the Online channel, the company announced the online sales website MocNhien.com, marking the development of its e-commerce business and its television channel.
For the Offline channel, businesses distribute directly to business partners who use products such as vegetarian restaurants,
Indirect channel An enterprise's indirect channel includes Online and Offline: channels
For the Online channel, the business has cooperated with sales website management companies to make products available on Shopee, Lazada.
For Offline channel, it is divided into 2 types: modern distribution channel and traditional distribution channel
Traditional distribution channels: The majority of revenue comes from sales through traditional channels In this way, distributors take the product from the manufacturing facility and share it with resellers.
Modern distribution channels: are large supermarkets and small supermarkets directly ordered by representatives of business branches, such as CoopMart, Lotte Mart, convenience store chains such as Circle K, Ministop, GS25
Tiktok is a social networking site that receives a lot of attention In Vietnam, the percentage of users using Tiktok increased from 49% in 2021 to 62% in 2022 (according to Q&Me) According to statistics, in Vietnam, Zillennials (18- 38 years old) spend time on Tiktok, currently 80p per day Due to low competition, Tiktok's CPM display cost is much cheaper than other platforms Therefore, businesses choose Tiktok as the main advertising platform with the type of Top - view advertising.
Besides, set up business accounts on 2 platforms: Instagram and Facebook. Instagram with 10 million users and Facebook with 68 million people are still the two optimal platforms to reach consumers Businesses use these 2 social networking sites to post product launches, stories, campaigns and run ads on Facebook as posts and on Instagram as stories.
With Youtube, set up your own YouTube channel, upload TVCs, viral clips to promote products Besides, businesses choose the type of advertising on Youtube is Bumber ads and Skippable in - Stream ads For Bumber ads, with a time limit of 6 seconds, businesses can impress consumers but still make them uncomfortable. With the type of advertising Skippable in - Stream ads, businesses can easily identify the consumers really love, see information about interesting products and watch longer.
Launching TVC and viral clip combined with 2nd runner-up Miss Vietnam 2022 - Ngoc Hang She represents the majority of the young Vietnamese generation today who have a healthy lifestyle, care about their own health and diet.
Place posters at elevators in shopping malls and universities Most elevator users will actively search and view advertisements during the waiting and moving period Therefore, it is easier for consumers to remember information and images of the brand In addition,place posters at the advertisements in the coffee shop - where every day many students and office workers choose to relax, study and work.
Pop-up ads on e-commerce platforms are Shopee and Lazada Pop-up ads help businesses attract consumers' attention, increase the number of potential customers
Public relations activities to be carried out in the 3-year plan are as follows:
Using Influencers and Reviewers: In today's technologically advanced age, the appearance of Influencers and Reviewers greatly affects consumer behavior. Businesses search and choose Influencers and Reviewers who have healthy lifestyles, large followings, and have a positive influence on the community.
In conjunction with Vietcetera, launched a series of podcasts with the theme Mental Health According to research by Vero and Decision Lab, nearly 15% of the Vietnamese population suffers from depression or an anxiety disorder Up to 64.3% of GenZ people and 71.6% of Gen Y people said the reason for making healthy eating choices was for better mental health Dried Mushroom Moc Nhien - Shi-me accompanies Vietcetera with the desire to talk, listen to GenZ friends as well as be a healthy companion in light meals.
MARKETING TACTICS
Action plan 2024
Put product on shelf in supermarket and convenience store
TVC and Short - product promotion clip posted and running ADS on Youtube 50,000
Post and run post ads on Facebook Fanpage 5,450
Use Instagram ads as Story about a short video 3,520
Run TVC ads and short - videos on Tiktok 3,600
Build a website and run SEO 3,210
Pop-up ads on Shopee and Lazada 10,100
Book reviewer: Hôm nay ăn gì? - Schannel và Eatclean hong - Thu Nhi, Tinathaonhi 10,000
Discount Sales staff went to 5 Lotte Mart direct distribution locations in Ho Chi Minh City
18 for customers to experience the company's new products - 500 packages
Place Put product on shelf in supermarket and convenience store
Advertising in elevators at shopping centers 5,320 Advertising in elevators at universities 3,200
Running short ads - campaign clip "Cùng
Shi-me bye trầm cảm" on Tiktok 10,000
Running short ads - campaign clip "Cùng
Shi-me bye trầm cảm" on Instagram Story 3,250 PR
Book reviewer: Ha Ha và Thiện Nhân 5,500
Launch TikTok campaign "Cùng Shi-me bye trầm cảm" 3,679
Discount Each customer receives a 20% discount voucher for sharing their true story 5,000 Place Put product on shelf in supermarket and convenience store
Advertising in elevators at shopping centers 5,560 Advertising in elevators at universities 2,000
Select inspirational stories from the campaign and upload them to the official
2 Place Put product on shelf in supermarket and convenience store
Run short ad - clip recap campaign: "Cùng
Shi-me bye trầm cảm" on Tiktok 5,700
Run short ad - clip recap campaign: "Cùng
Shi-me bye trầm cảm" on Story Instagram 2,510 Run short ad - clip recap campaign: "Cùng
Shi-me bye trầm cảm" on Youtube 2,000
Survey product quality through the website and purchase links to the website on other platforms
Place Put product on shelf in supermarket and convenience store May 50,000
Place Put product on shelf in supermarket and convenience store Jun 50,000
PR Series of podcasts in cooperation with
Place Put product on shelf in supermarket and convenience store
PR Series of podcasts in cooperation with
Place Put product on shelf in supermarket and convenience store
AdvertisingChange all colors on your advertising platforms 10,000
Place Put product on shelf in supermarket and convenience store September 50,000
Place Put product on shelf in supermarket and convenience store
Run TVC ads, short - videos combined with
Run TVC ads, short - videos combined with
Run TVC ads, short - videos combined with
Run TVC ads, short - videos combined with
Put the standee of Dried Mushroom Moc
Nhien in the program's offline events 5,875
PR Sponsor Rap Viet program 245,000
Action Plan 2025
1 Place Put product on shelf in supermarket and convenience store January 25,000
Advertising TVC "Tết dẫu đổi thay, diệu kỳ vẫn ở đây" was uploaded and ran ADS on Youtube 15,000 Run TVC ads and short - videos on Tiktok 10,000 Advertising in elevators at shopping centers 2,000
Pop-up ads on Shopee and Lazada 5,500
PR Cooperating with Tiktoker Cinn - Bui Thao
Ly to create a short dance on the Tiktok platform
Discount Customers buy combo 2 products "Shi-me
Mushroom" + 1 box of Coca Cola 6 cans of
Place Put product on shelf in supermarket and convenience store
Advertising in elevators at shopping centers 6,300 Banner (2 bản trên địa bàn trung tâm
Pop-up ads on Shopee and Lazada 24,000
Place Put product on shelf in supermarket and convenience store
Announcement to the press, media cooperation to introduce Tour Workshop
"Cùng Shi-me bye trầm cảm" 15,200
Posting a short - clip of the workshop tour
"Cùng Shi-me bye trầm cảm" to continue the campaign in 2024 on Tiktok 24,000
Posting a short - clip of the workshop tour
"Cùng Shi-me bye trầm cảm" following the campaign in 2024 on Instagram 15,000
PR Accompanying the Workshop Tour is Doctor of Psychology To Nhi A 24,300
Sponsored 20 gifts that were Moc Nhien -
Shime Dried Mushroom products and "năng lượng" paper for students who interacted with the program's speakers 15,700
3 Place Put product on shelf in supermarket and convenience store July
Posting a short - clip of the workshop tour
"Cùng Shi-me bye trầm cảm" to continue the campaign in 2024 on Tiktok 8,400
Posting a short - clip of the workshop tour
"Cùng Shi-me bye trầm cảm" to continue the campaign in 2024 on Tiktok 8,000
PR Accompanying the Workshop Tour is Doctor of Psychology To Nhi A 10,600
Discount Sponsored 20 gifts that were Moc Nhien -
Shime Dried Mushroom products and
"energy" paper for students who interacted with the program's speakers.
Place Put product on shelf in supermarket and convenience store
Launching the campaign "Gấp khoảnh khắc
- Trao yêu thương " on Tiktok platform via short - clip combined with tiktok channel
The Story of Nha Dau
54,000 Run campaign ads on Tiktok
PR Combined with "Chuyện Nhà Đậu" in the campaign "Fold the moment - give love" 26,000
Place Put product on shelf in supermarket and convenience store October
Maintain customer interaction with congratulatory articles on October 20,
Action Plan 2026
Place Put product on shelf in supermarket and convenience store
Launching the "Si Me" product set for Tet with 2 new flavors, seaweed is super spicy 8,000
Run short ads - videos on Tiktok 7,157
Run short ads - videos on Facebook 4,378
Advertising in elevators at shopping centers 6,589
Pop-up ads on Shopee and Lazada 5,983
Banner advertising (3 copies in the center of Ho Chi Minh City) 8,760
Discount Customers get 20% off when scanning the
QR code in the mall elevator when buying from 2 new flavored Shime mushrooms.
2 Place Put product on shelf in supermarket and convenience store April
150,000 Advertisin g Organize a "Một ngày An Lạc" retreat at
Vinh Nghiem Pagoda for 3 months (2 days per month) 5,340
Post the video clip of the retreat on 4,10022 corporate Facebook
Upload short - clip of the retreat on corporate Tiktok 6,500
Place Put product on shelf in supermarket and convenience store
Announcement to the press, media cooperation to introduce the Hug Mindset criticism contest 6,510
Organized a Hug Mindset critique contest for students in Ho Chi Minh City 5,400
The judges accompanying the competition are MSc, T., experts in the field of psychology 4,400
Discount Sponsor gifts for contestants participating in the program 3,600
Place Put product on shelf in supermarket and convenience store
Maintain customer interaction with congratulatory articles on October 20,
FINANCIAL PROJECTIONS
Total expected sales and estimate costs for each year
Due to market forces, variable and fixed costs will vary from year to year In addition, when expanding or shrinking the scale of production, these costs will also change To forecast market fluctuations as well as estimate production scale, Moc Nhien estimates the specific costs and output for each year.
Materials (mushrooms) According to experiment: 6kg of fresh mushrooms will produce 1kg of dried mushrooms
=> Amount of mushrooms needed: 50,000kg
=> Main material price: 50.000*80.000 = 4 billions VND => Total material price (including seasoning costs) = 4.5 billions VND
Distribution costs (putting products on shelves of supermarkets and convenience store)
=> Variable cost per product: 13.500 VND
Experience of customer in Lotte
(mushrooms) According to experiment: 6kg of fresh mushrooms will produce 1kg of dried mushrooms
=> Amount of mushrooms needed: 40,000kg
=> Main material price: 50.000*80.000 = 3.2 billions VND
=> Total material price (including seasoning costs) = 3.5 billions VND
VND Marketing Costs 2,5 billions VND
(putting products on shelves of supermarkets and convenience store)
VND Incurred costs 500 millions VND
=> Variable cost per product: 11.875 VND
Materials (mushrooms) According to experiment: 6kg of fresh mushrooms will produce 1kg of dried mushrooms
=> Amount of mushrooms needed: 75,000kg
=> Main material price: 50.000*80.000 = 6 billions VND
=> Total material price (including seasoning costs) = 6.5 billions VND
VND Packaging (including printing costs) 2500/bag * 1.500.000 = 3.75 billions VND
(putting products on shelves of supermarkets and convenience store)
=> Variable cost per product: 12.000 VND
Break even volume and Break even time
Summary of costs needed to calculate break even volume and break even time in 3 years: Table 15: Summary of costs needed to calculate break even volume and break even time in
(product) Fixed cost Variable cost per product Total unit cost
With fixed costs and variable costs shown in the table above, the selling price of the product has not changed in 3 years, Moc Nhien applies the following formula to calculate the breakeven volume and breakeven time
Break even volume = Fixed cost / (Total unit cost - Variable cost per product)
Table 16: Break even volume, Average sales/month, Break even time in 3 years
Break even volume Average sales/month Break even time
Revenue and Profit
Because whole sales price of Shi-me mushroom is 30.000VND and retail sales price is 32.500, Estimate revenue in 3 year as follow:
Whole sales Retail Sales Revenue
Fixed costs Variable costs Revenue Profit
IMPLEMENTATION CONTROLS
Perform
Moc Nhien Company is planning to put in place strict control measures to monitor all processes from personnel, production, product quality inspection and customer satisfaction assessment customers about the company's products and services.
In terms of development strategy, businesses are trying their best to ensure that the goals, along with the strategies and tactics set out, are implemented on the30 right schedule Closely supervise employees and workers in the enterprise, ensuring that every stage of production of products is hygienic, safe and healthy.
Regarding the evaluation of customer satisfaction, the enterprise allows customers to evaluate and give feedback on products and service quality on the official website of Moc Nhien company and on e-commerce platforms This will allow businesses to come up with a quick solution in fixing any problems that may arise.
In terms of cash flow management, enterprises provide estimated expenses for each period and different types of expenses, improve receivables, manage details of payables, optimize management processes Manage finished goods and inventory to free up cash flow to avoid business risks Other early warning signals will be monitored for signs of deviation from the plan including monthly revenue (by segment and channel) and monthly expenses.
Marketing organization
The Marketing Director of the company will be fully responsible for and control all marketing activities of Moc Nhien company from the activities of ideas, implementation of plans, development of TVCs, promotions, incentives and activities to build the image and promote the company's brand.
According to the construction structure, the Marketing department has two main divisions: Brand Team and Marketing Service Brand Team is the department in charge of building brand image for Moc Nhien And Marketing Service includesBrand Team support departments such as Media Digital, Research, E-commerce,Event/OOH, Moc Nhien enterprise uses many forms of marketing to attract customers when launching products products such as media marketing, influencer marketing, event marketing and product marketing, etc spend a large amount of money on marketing campaigns, run sampling at Lotte mart stores, give out many promotions, many combo, many gift programs for customers.
Contingency plan
The risks that Moc Nhien company may face: lack of human resources and business partners, poor cash flow management due to lack of experience in the business field, difficulty in gaining market share high and stable due to the newly established business, the number of products, revenue and profit are much lower than the initial expectation,
Proposed solution: Human resources department carefully selects qualified and qualified employees real expertise in each field, and closely manage the departments Use cash flow on necessary items, tighten spending and unnecessary activities, promote brand image building Marketing directors need to review the distribution and promotion strategy, how customers react to their products to adjust the policy immediately to avoid spending heavily on marketing but not bringing high efficiency
-The main ingredient is chicken thigh mushroom, which has excellent health benefits such as high fiber content, promoting healthy digestion, supporting immunity, enhancing resistance, and improving blood circulation.
- The quality and food safety inspection process is strictly enforced, with the main ingredient carefully selected from Phung Gia Mushroom
Co., Ltd (Binh Xuyen, Vinh Phuc) - the largest high-tech chicken thigh mushroom farm in the
North, ensuring the highest quality.
- Advanced production technology is used, so the product retains the aroma and nutritional value of the mushroom
- The business is newly launched and therefore has not established a strong brand recognition among consumers.
- The product line is still limited, offering consumers fewer choices.
- The price point is higher compared to most of its competitors in the market.
- Besides using vegetarian products due to religious beliefs, nowadays many people, especially Gen Z, are gradually shifting towards a vegetarian diet to protect their health.
- The Vietnamese light food market is growing rapidly However, due to the impact of the
Covid-19 pandemic, Vietnamese consumer behavior is gradually shifting towards clean, clear-sourced and healthy light food products.
- Weather and climate changes, heavy rainfall causing floods, damaging flowers, or prolonged droughts affecting irrigation and the supply of raw materials, all affect farming and production processes, the price of products, and the credibility of the business.
- Consumers are concerned about the use of coloring agents in vegetarian products food, which can be difficult to distinguish, and the drying process that can result in a loss of nutrients in mushrooms.
It can be said that the new product development strategy is based on market analysis Since then, Moc Nhien enterprise has realized the strengths, weaknesses, opportunities and challenges that the enterprise has encountered when launching the product "Shi-Me Dried Mushroom" which is a packaged product for everyone people especially those who tend to be vegetarian With the characteristics of being a product that protects health, is environmentally friendly, rich in nutrients, and is extremely convenient to use, Moc Nhien wants to build a brand image in the minds of consumers delicious, nutritious-quality vegetarian food, always giving the top priority to consumers' health.
In implementing the new product strategy, Marketing managers and Moc Nhien business leaders need to pay attention to the needs and development of the economic market to be able to adjust the product's formula appropriately best fit In particular, in the production process, the company needs to check strictly and closely, avoid errors and ensure food hygiene and safety.
When bringing products to the market, Moc Nhien needs to come up with many advertising and promotion strategies to increase the company's product and brand awareness to customers The company needs to recognize and understand the psychology and needs of customers, and understand the potential segments of the company to increase revenue and profit In addition, Moc Nhien company needs to carefully study the market to be able to make policies to develop new products in accordance with the needs of users and the future market.
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