Date of establishment: April 10, 2023 Field: Production of snack products made from 100% fat mushroom We are a business specializing in the production and supply of snack products made f
UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING - - MARKETING MANAGEMENT Code: 2311702006001 MARKETING PLAN FOR DRIED BUTTON MUSHROOM SNACKS ARE GOOD FOR HEALTH Supervisor: Đặng Huỳnh Phương By: 2121000443 – Hoàng Thị Ngọc Châu 2121012365 – Phạm Nguyễn Thy Anh 2121013584 – Huỳnh Triệu Tâm Anh 2121012228 – Đinh Văn Dũng 2121000459 – Trần Ngọc Thạch Thành phố Hồ Chí Minh – 2023 ACKNOWLEDGEMENT Firstly, we would like to express our deep gratitude to the University of Financial Marketing for adding service marketing courses to the curriculum In particular, we would like to express our sincere gratitude to Mr Dang Huynh Phuong, the lecturer of this discipline, for providing and imparting valuable knowledge during his past studies Taking his marketing management course, we learned a lot of useful knowledge, improved our learning spirit, and took it seriously in the learning process Undoubtedly, this will be a solid foundation for us to overcome future challenges Marketing marketing management is an important and highly practical course, which provides students with all the knowledge and skills they need in the process of learning and practice However, due to our limited ability to accept and understand, this article may have some flaws We look forward to your feedback and contribution to complete our paper Finally, we would like to express our sincere gratitude to the University of Financial Marketing and Mr Dang Huynh Phuong for providing us with valuable knowledge and experience throughout the entire learning period MEMBER’S GROUP WORK ASSESSMENT No Name ID Student COMPLETION 2121000443 LEVEL Hoàng Thị Ngọc Châu 100% Phạm Nguyễn Thy Anh 2121012365 100% Huỳnh Triệu Tâm Anh 2121013584 100% Đinh Văn Dũng 2121012228 100% Trần Ngọc Thạch 2121000459 100% TABLE OF CONTENTS EXECUTIVE SUMMARY 1.1 Company Introduction 1.2 Vision 1.3 Core values 1.4 Mission 1.5 Business philosophy 2 SITUATION ANALYSIS 2.1 Market Summary (Target Market) 2.1.1 Market Segmentation .4 2.1.2 Market Needs 2.1.3 Market Trends (Trends of Vietnam's healthy food market) 2.1.4 Market Growth .8 2.2 SWOT ANALYSIS .9 2.2.1 Strengths 2.2.2 Weakness .9 2.2.3 Opportunities .10 2.2.4 Threats 10 2.3 Competition .10 2.3.1 Direct competitors 10 2.3.2 Indirect competitors .11 2.4 Keys to Success 11 MARKETING STRATEGIES 11 3.1 Marketing Objectives 11 3.3 Target Marketing .13 3.4 Positioning 13 MARKETING TACTICS 14 4.1 Product Strategy 14 4.1.1 Core product .14 4.1.2 Product Offering 15 4.1.3 Product Value .16 4.1.4 Packaging .16 4.1.5 Style and Design 16 4.1.6 Product support service 16 4.2 Price Strategy (Price) 17 4.2.1.Valuation target .17 4.2.2 Pricing strategy 17 4.3 Distribution Strategy (Place) 17 4.3.1 Distribution channel .17 4.3.2 Distribution channel management 18 4.4 Marketing Communication Strategy (Promotion) 18 4.4.1 Advertising: Online advertising only 18 4.4.2 Public relations (PR) 18 4.4.3 Promotion 18 4.5 Market research 19 FINANCIAL PROJECTIONS 23 5.1 Break-even analysis 23 5.2 Sales forecast .23 5.3 Expense forecast 24 5.4 Profit forecast .25 CONTROLS .25 6.1 Implementation 25 6.1.1 Enterprise KPI Management 25 6.1.2 Expense management 26 6.2 Marketing Organization 26 6.2.1 Paid advertising 26 6.2.2 Direct marketing 27 6.2.3 Public Relations (PR) 27 6.2.4 Online Marketing 27 6.3 Contingency Planning (Difficulties and Risks, Worst-Case Risks) 27 6.3.1 Possible risks to expected revenue .27 6.3.2 Possible risks for KPI of marketing strategy 27 6.3.3 Rising supply costs .28 CONCLUSION 29 REFERENCES .30 Document continues below Discover more fQroumản: trị marketing Trường Đại học Tài… 965 documents Go to course Vinamilk Kênh-phân- phối Word-8-điểm… 85 95% (109) Chiến lược marketing-mix của… 15 95% (39) Samsung Marketing Strategy 100% (1) Quản trị marketing BT chương có giải - quản trị marketing… Quản trị 100% (1) marketing Marketing Plan S23 - marplan 100% (1) 15 Quản trị marketing Correctional Administration TABLE OF FIGURES Criminology 96% (114) FIGURE DISCUSSING THE MOTIVATION TO CHANGE HEALTHIER EATING HABITS FIGURE TREND OF FOOD PRODUCTS IN THE UPCOMING TIME .4 FIGURE REASONS TO CHANGE EATING HABIT .7 FIGURE PROMINENT HEALTHY EATING TRENDS FIGURE REFERENCE GROUP .8 FIGURE POSITIONING MAP .14 FIGURE BREAK-EVEN ANALYSIS 23 FIGURE SALES FORECAST .24 FIGURE FIXED COST 25 FIGURE 10 VARIABLE COST PER UNITS 25 FIGURE 11 MARKETING EXPENSE 25 FIGURE 12 TOTAL EXPENSE 25 FIGURE 13 PROFIT FORECAST 25 FIGURE 14 ACTION PLAN IN 2024 FIGURE 15 ACTION PLAN IN 2025 FIGURE 16 ACTION PLAN IN 2026 TABLE OF TABLES TABLE MARKET SEGMENTATION TABLE MARKETING OBJECT 11 TABLE CORE PRODUCT 14 TABLE PHASE 1: PRODUCT INTRODUCTION 20 TABLE POSSIBLE RISKS TO EXPECTED REVENUE 27 TABLE POSSIBLE RISKS FOR KPI OF MARKETING STRATEGY .28 ABBREVIATION GLOSSARY HCM Ho Chi Minh KPI Key perfomance indicator FS Forecast sales EXECUTIVE SUMMARY 1.1 Company Introduction Company name: Vina Mushroom Co., Ltd Date of establishment: April 10, 2023 Field: Production of snack products made from 100% fat mushroom We are a business specializing in the production and supply of snack products made from 100% fat mushrooms, processed with modern technology to ensure that our customers are provided with a product that is both rich in nutrients and low in calories, suitable for customers who are concerned about their health With the relentless efforts of experienced staff and modern facilities that ensure strict hygiene procedures and high-quality mushroom sources, the company is committed to providing customers with the best quality snack products, ensuring satisfaction and trust from customers Marketing Objective for our Marketing Plan: - Create brand awareness: Promote dried mushroom products in media, online advertising channels, social media advertising, email marketing, keyword search and advertising on websites for customers cooperation, to increase customer awareness of products and brands - Organize product launch events to promote Button Mushroom - Building an online community: Create fan pages and groups on social networks to interact and connect with potential customers, and create a community that loves dried mushroom products 1.2 Vision Our vision is to become one of the leading and highly recognized companies in the healthy food industry, specifically in the market of snacks made from 100% shiitake mushrooms, both domestically and internationally 1.3 Core values Our snack products are made entirely from 100% shiitake mushrooms without any preservatives, making them suitable for various customer groups, including the elderly, children, and especially for those on a diet and vegetarians 1.4 Mission Our mission is to provide high-quality and healthy products to consumers We commit to using standardized processing methods while maintaining the nutrient content of our products to deliver the best possible quality to our customers We hope that our work will bring benefits to our customers, employees, and communities, along with sustainable development for the environment and the economy 1.5 Business philosophy Top-notch quality: We are committed to delivering top-quality dried shiitake mushroom snack products to our customers All of our products are made from fresh, safe and hygienic ingredients, strictly adhering to quality control procedures to ensure consistency and reliability of the products Innovation and creativity: We always seek innovative and creative approaches to improve our products We invest in research and development of advanced production technologies to bring unique and attractive dried shiitake mushroom snack products that meet the demands of the market SITUATION ANALYSIS 2.1 Market Summary (Target Market) According to Fitch Solutions macro research, obesity is rapidly increasing Vietnam is the country with the fastest growth rate of obesity in the fifth stage (as of the end of 2014), with a growth rate of 38% According to Vietnamese statistics, the rates of overweight and obesity among adults have increased more than ten times in the past 22 years The rates of overweight and obesity among school children have almost doubled within 10 years Urban areas are many times higher than rural and mountainous areas The main reason is improper diet and lack of exercise habits Therefore, Vietnamese people are gradually incorporating green, nutritious, and healthy foods into their diet The trend towards clean consumption is becoming increasingly common, and consumers are becoming more conscious when choosing foods containing high nutrient yogurt, nuts, dried fruits, etc Instead of choosing candy or food Although the price of weight loss products is 1-2 times that of regular products, they are still popular and consumer choice among many people On April 17, 2023, Google returned 246000 results from "Vietnam Food Cleanliness" and 10800000 results from "Vietnam Nutrition Business", indicating that health issues are becoming increasingly common in Vietnam According to a survey by YouNetmedia, 3081 people discussed the motivation to change healthier eating habits, with 31% believing that this will help improve their overall quality of life According to the report, women account for over 80% of discussions on healthy eating Their motivation stems from the need to improve the food quality of children from infancy to preschool age Especially, due to concerns about long-term harm or allergies caused by