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
EXECUTIVE SUMMARY
Company Introduction
Company name: Vina Mushroom Co., Ltd
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.
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.
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.
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
2 our customers, employees, and communities, along with sustainable development for the environment and the economy.
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
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
3 consuming milk or animal meat, mothers have chosen alternative methods to supplement calcium and vitamins (26.7%)
In addition to the view that a healthy diet helps improve infant health, young women also adopt a moderate dietary approach to have fresh skin and a tight physique (21.7%)
In addition, 20.6% of respondents stated that a
"healthy diet" will help better prevent diseases, limit common diseases, and avoid the use of antibiotics and other drugs Diseases caused by poor diet, such as stomach pain, fatty liver, diabetes, renal failure or cancer, are also the motivation for patients to seek healthy diet
Fastest growth in dietary consumption
Young consumers are not inclined to eat the traditional three meals per day, but instead adopt a six meal small meal diet In Vietnam, Nielsen's report shows that Vietnamese young people spend as much as 13 trillion dong on junk food every month This is a considerable level of expenditure, indicating that young people are increasingly demanding and demanding higher quality food
On the other hand, consumers are looking for snack products that provide more benefits in addition to their physical health and nutritional needs It has even become a habit for consumers to consume food and enjoy junk food to supplement nutrition The correct snacks and value centered consumption are also receiving increasing attention 86% of consumers believe in the importance of controlling snack consumption through portion selection and clear information on product ingredients
Nielsen said that Vietnam is the fastest growing market of junk food consumption in Asia and the third largest market in the world, with a compound annual growth rate of 19.1% in 2021, second only to Argentina (25.8%) and Slovakia (20%)
From 2018 to 2022, Vietnam's junk food market is expected to grow at a double-digit rate Especially when Vietnamese enterprises introduce western culture and junk food spending increases, this is a huge opportunity for the industry
Especially in the past few years, due to the impact of the pandemic, Vietnamese consumers are gradually turning to healthy junk food This is also the main reason for the increase in new dietary trends, namely gluten free or ketone free diets
Future Food and Beverage Trends
Figure 1 Discussing the motivation to change healthier eating habits
The survey shows that health food has increased by 100%, clean food has increased by 94.1%, and natural non genetically modified food has increased by 83.3%
The growth rate of industrial food is relatively high, including a 77.2% increase in milk and dairy products, and a 68.4% increase in convenient packaged food The growth rate of the traditional food group in the local area is 58.8% The growth rate of the fast-moving consumer food group is very low and has remained almost unchanged
Figure 2 Trend of food products in the upcoming time
Table 1 Market Segmentation From 18 to 25 From 25 to 35 From 35 to 40
Geographic Vietnam's corner for living, working, and learning
Focus on populated areas and major cities, such as Ho Chi Minh City and Hanoi
Occupation: Student, student, recent graduate
Occupation: Office worker, worker, civil
Occupation: Office worker, worker, civil
Income: dependent on family, low average income
Income: from low to high, stable income
Psychographic Lifestyle: busy, care about appearance, diet but like to snack Spend a lot of time on social networking platforms
Lifestyle: busy, care about health, beauty, and have a habit of gym Spend a lot of time on social networking platforms
Lifestyle: Organized, health conscious, focused on improving physical and mental well- being, seeking peace and having a vegetarian habit
Behavioristic Purpose of purchase: For use or as a gift
Control weight, strengthen the immune system and provide nutrition and energy to study and work
Weight control, good health, improved mental state
Benefits sought: Improved sleep quality, reduced risk of disease, products with delicious taste, easy to eat
User status: Lead, new user
User status: Lead, regular user
User status: First time user / long time user
Loyalty: Medium, easily fluctuating if there is a cheaper product that still
Loyalty: high, rarely changes after using and trusting the product
Price Sensitivity: Medium to Low
Reference groups: friends, social networking platforms
Reference groups: friends, family, colleagues, social networking platforms
Reference groups: friends, family, colleagues
- Quality: Consumers anticipate high-quality dried mushroom products that are free of damage, pests, and other contaminants To ensure the quality of the finished product, the product must be properly chosen before drying
- Nutritional ingredients: Ingredients in terms of nutrition: Low in calories yet high in nutrients, dried shiitake mushrooms should still have the inherent nutritious components of mushrooms
- When consumers choose dried mushroom products, price is another crucial consideration Customers want to be able to utilize items that are both affordable and healthful
- Convenience: The product has clear instructions for use and storage, easy to carry with you and store for a long time
More than 60% of consumers choose healthy food choices for better mental health, according to the most recent consumer study from Vero and Decision Lab, while over 70% of individuals think about taking supplements Supplements and vitamins are an essential element of daily life
In addition, consumers in Vietnam and elsewhere have learned that mental health is a crucial aspect of daily life that cannot be disregarded since the COVID-19 pandemic As people search for goods that ensure food safety and hygiene, the need for healthy and safe food is rising Healthy dietary items are claimed to enhance mood, lessen stress, and sharpen focus in addition to giving the body the nutrition it needs Numerous studies have demonstrated how consumers can increase their total health, including both physical and mental health, by eating healthily Information regarding a scientifically sound diet is now readily disseminated online thanks to modern technology Through social networking sites, websites, and Youtube channels,
7 consumers can learn about diets and at-home weight loss techniques To study and put into practice for themselves, many people decide to follow nutritionists who have in-depth knowledge and skill in the field There are also a lot of social networking sites and communities with the aim of exchanging experiences, expertise, and appropriate cuisine recipes for each audience, assisting customers in finding information and selecting recipes appropriate diet Applying diets like detox, macrobiotics, eatclean, keto, etc appropriately can help customers improve their general health and successfully lose weight
Information regarding a scientifically sound diet is now readily disseminated online thanks to modern technology Through social networking sites, websites, and Youtube channels, consumers can learn about diets and at- home weight loss techniques To study and put into practice for themselves, many people decide to follow nutritionists who have in-depth knowledge and skill in the field There are also a lot of social networking sites and communities with the aim of exchanging experiences, expertise, and appropriate cuisine recipes for each audience, assisting customers in finding information and selecting recipes appropriate diet Applying diets like detox, macrobiotics, eatclean, keto, etc appropriately can help customers improve their general health and successfully lose weight
Figure 3 Reasons to change eating habit
Figure 4 Prominent healthy eating trends
SWOT ANALYSIS
- In the highlands of Vietnam (Da Lat), button mushrooms are cultivated entirely naturally without the use of pesticides or chemicals, and they undergo stringent testing before being packaged
- Additionally helpful in lowering blood pressure, controlling blood sugar, and lowering the risk of developing diabetes are mushrooms
- Ideal for vegans, the elderly, kids, and dieters does not include MSG or fat like other common market snacks Reduce the risk of cardiovascular disease, memory loss, and excessive weight gain
- Low calories, 100% fresh button mushrooms, and a wealth of nutrients (fresh vegetable vitamins, group vitamins, etc.)
- Iron-rich, shield against iron-induced anemia, healthy for the digestive tract, ease constipation, and help the body get rid of toxins
- Oligopeptides and fibers in mushrooms have high nutritional value, so they help prevent excessive weight gain, increase satiety without losing appetite
- Convenient, easy to carry to use at any time
- Due to the labor-intensive preparation and storage procedures, the price is expensive when compared to other types of marketable snacks
- Little experience due to small size and recent operation
- Opportunity to boost brand recognition by expanding distribution channels
- A prospective item for the organic and culinary food industry
- Following the Covid 19 pandemic, the "KETOGENIC DIET" trend is becoming more and more popular
- The younger generation is becoming more mindful of nutritious meals
- Can grow markets and access export markets
- Having to compete with competitors in terms of price, quality, design, service, etc., because mushroom snack products have not been popular compared to nut products
- May be affected by natural factors, weather leading to difficulties in product supply and production
- The market has too many competitors leading to many choices for customers about products.
Competition
- The crispy dried shiitake from DJ&A brand is a healthy Australian snack DJ & A brand is a well-known leader in Australia and around the world for its high-quality dry food products high number made with green technology This product, a crispy dried shiitake manufactured from fresh, all-natural shiitake, is excellent for vegans and people who value good nutrition
- Letinan, a substance found in mushrooms, is excellent for the liver and digestive system, increases resistance and nutritional absorption, and strengthens the immune system The dried mushroom extract from shiitake has the function of promoting insulin, assisting in the management of diabetes, and promoting health when under stress or weariness
- Price: 150.000 VNĐ/pack (65g) Check it out at: Lazada
- Anvies is a brand from Vietnam, providing mushroom products: crispy dried shiitake, freeze-dried straw mushroom, mushroom seasoning,
- Dried shiitake products of Anvies brand guarantee to retain the natural color and shape of mushrooms, full and rich in nutrients, with delicious flavor characteristic of natural mushrooms With 3 flavors including: original, chili garlic, spicy seaweed
- Freeze-dried Straw Mushrooms are one of those mushrooms that are considered mild, rich in nutrients and have a distinctive flavor In particular, straw mushrooms can be processed into many rich dishes of Vietnamese cuisine In addition, straw mushrooms also have remarkable effects in the treatment of diseases such as obesity, dyslipidemia, diabetes, atherosclerosis and hypertension
Price: 96,000 - 209,000 VND Check it out at: Shopee
When it comes to competitors in the healthy food industry, besides those directly producing mushrooms, brands that provide nutritious cereal products, diet cakes, are also among the top brands formidable competitor of the product "Dried Mushroom":
+ 𝐇𝐄𝐁𝐄𝐊𝐄𝐑𝐘's homemade granola is a product that is mixed from many types of seeds with a higher percentage of seeds than regular granola products With the rate of 15% oats, ensure to provide enough fiber needed for the body and suitable for the diet This product contains many vitamins and minerals such as omega-3 fatty acids, vitamin E, iron, zinc and calcium, and also helps prevent heart disease by being an antioxidant The seeds in Granola contain omega-3 fatty acids, which help reduce the risk of arterial disease
There are also some typical brands in the field of healthy food such as: Anh Healthy Foods, Organic Garden, Sunshine Agricultural Products
Keys to Success
The key to the success of the dried mushroom product is that the product is used cold- dried technology to help ensure freshness, retain the high nutritional value of the fungus and help remove moisture from the fungus products, preventing the growth of bacteria and mold Besides, the packaging design is environmentally friendly Packaging is designed to be reusable, recyclable, minimizing environmental impact and aiming for zero waste This helps freeze-dried mushroom products are highly appreciated for environmental protection and chosen by many consumers.
MARKETING STRATEGIES
Marketing Objectives
Time Marketing Objective Financial Objective
Promote dried mushroom products in media, online advertising channels, social media advertising, 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 The “Vina Mushroom Seminar" was held for 200 people, inviting KOLs and KOC to specialize in health and healthy eating related content
- Searching for customers on channels such as advertising in newspapers, magazines, television, radio to introduce dried mushroom products to customers
Expected to sell 200,000 products and reach break-even output this year
Year 2025 - 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
- Increase product value: Introduce the characteristics and benefits of dried mushroom products, as a food source rich in nutrients, without preservatives and can be used in a variety of dishes
- Combining KOL, KOC product reviews, product
- Brand positioning in the healthy food industry market
Expected to sell 260,000 products (30% increase in volume compared to
- Collaborate with healthy and vegetarian restaurants
Expected to sell 312,000 products (up 20% compared to
- Collaborating with KOL and KOC to promote products
- Launch "ViNa mix" products in the health food industry to meet customers' diverse needs for products
Target Marketing
- Our company creates mushroom snack products with fresh and nutritious ingredients, flavors, and nutrition that are suitable for many customer segments Products have many flavors from seaweed, mustard, salt and pepper, so that customers can choose according to their preferences and needs In addition, the nutritional benefits that the product brings will provide customers such as: reversing aging, good for the digestive system, good for the heart and suitable for customers with diabetes-related diseases
- However, our target market is women between the ages of 18 and 40 Are office workers with a moderate to high income, do not have much free time and are looking for a healthy snack with a reasonable price to enjoy while studying, working or entertaining instead of eating other high-calorie and high-fat snacks on the market According to the data in the report provided by YouNet Media, the leading agency for Social Insight & Solution in Vietnam, more than 80% of women contribute to discussions about healthy eating Not surprisingly, they are often more concerned about appearance, health and have a higher need for healthy eating than men Healthy foods in general and healthy snacks in particular are often obtained from foreign imported cakes, so the price is also higher than normal foods, which is very difficult for consumers Vietnamese users can easily buy it for regular use.
Positioning
- Vina Mushroom presents itself to customers as a healthy, wholesome, and secure brand for health
- Committed to producing goods of the highest quality and at competitive prices
- The mushroom supplement Oligopeptide, Polysaccharide, and Fiber sets itself apart from rival products by enhancing satiety without decreasing appetite while promoting anti- aging
- Suitable for vegans, obese people on a diet, and other people
Price-based positioning: Price is always a top issue for healthy food consumers Because the price of healthy snacks in the country as well as abroad is always higher than normal snack
14 cakes on the market Understanding that, Vina Mushroom wishes to bring to Vietnamese consumers products produced by Vietnamese themselves with perfection and breakthrough in taste, deliciousness, and novelty not inferior to other products Products are imported from abroad but the price is completely suitable to the needs of consumers Specifically, Vina Mushroom's dried button mushroom snack is priced at 60,000 VND/pack (50g), while the price of 1 snack pack (30g - 65g) in the market ranges from 100,000 VND to 160,000 VND Therefore, with the products that Vina Mushroom brings, consumers can buy and use them every day without hesitation about the price and the product quality is still absolutely guaranteed
Positioning based on nutritional value: Products made from white shiitake mushrooms have a lot of nutritional benefits for health, including: a healthy liver, selenium to reverse aging, lowering bad LDL cholesterol, lowering triglycerides and raising good cholesterol HDL, preventing cancer, and managing diabetes Combine with freeze-drying technology to preserve the product's most nutritional value for customers to experience, as well as its best health quality and optimal user experience.
MARKETING TACTICS
Product Strategy
Table 3 Core product Nutritional Content (%Daily value) Ingredients
Calories: 140 Mushrooms (100%), vegetable oil, sugar, salt, fiber, vitamin B, and some minerals
65g of button mushroom chips are made from 180g of fresh mushrooms
This product is entirely natural and suitable for vegetarians It does not contain artificial sweeteners, genetically modified food, artificial colors, and preservatives
Vegetable oils (palm, canola and rice bran), maltose, sea salt, yeast extract, spices, onion, garlic, natural flavor
9 months from the production date Calcium: 0.4mg (2%)
In the original version, salt is used to increase the saltiness of dried button mushrooms, creating a unique and attractive taste
When dry fat mushrooms are mixed with salt, they can be eaten directly as snacks, as salad decorations, or together with beverages
The dried fatty fungi are covered with seaweed spices, forming a unique combination between the salty taste of seaweed and the natural flavor of fatty fungi
It can be directly used as a snack, salad decoration, or consumed with beverages
Cover the mustard powder with dry fat Create a unique flavor that combines the aroma of mustard with the unique taste of fatty mushrooms It has a slight odor on its tongue
It can be directly used as a snack, salad decoration, or consumed with beverages
- Made from 100% button mushrooms, clean raw materials are obtained from places specializing in mushroom cultivation in the Da Lat plateau, without preservatives, chemicals, low in calories but rich in nutrients, suitable for many subjects Customers: dieters, people with health concerns, even vegetarians can still use this product
- Packed in a paper zip bag, easy to store after opening the product
- The product is compact and convenient to carry
- When buying in bulk, the zip bags will be packed in a carton: 10 bags/carton
- Product packaging is designed in the style of nature
- Color: Light brown, combined with the image of a mushroom This can show the simplicity, high quality of the product and help improve brand recognition with consumers
- Logo: Shows the image of the snack, with the meaning that the product is made entirely from button mushrooms
Send a promotional voucher for the next purchase if customers have complaints and suggestions: When buying products from our company, if customers have problems such as torn packaging, expired products, scents, etc The cake is no longer crispy and delicious, as well as the care service problems, The company will give customers a small gift or promotional voucher for the next purchase to apologize for the unintentional problem
Provide nutritious and convenient recipes from mushrooms on the sales website: For customers who have purchased products from our company, who love to cook but do not have much time We'll provide healthy, convenient, time-saving recipes as well as tips to make cooking simple and inspiring.
Price Strategy (Price)
- Since it is a new business in the market, the pricing objective is to secure sales for easy entry into the market and to reach the breakeven point as quickly as possible, pricing with the aim of ensuring sales Ensure that the production activities of the enterprise are maintained in a stable manner
- The price of products when reaching consumers will be listed at 60,000 VND per 1 pack of 50gr to ensure price stability in the market
Value-Based Pricing Strategy: Because it is a healthy product that solves many health problems when using snacks, businesses have given many examples of this needs and concerns about the value of the business's products to the target customers
Psychological Pricing Strategy: This pricing strategy will assist in attracting and approaching customers more easily, because this pricing strategy will hit the customer's psychology and they will feel it's not too expensive when spending on business products
Distribution Strategy (Place)
Potential for selling products in HCM city: residents in HCM city spend an average of 270,000 VND/month on snacks
Today's modernizing trend, selling products through social networks will easily reach customers, in addition, it will also help businesses save a lot of costs for channel building Because of retail distribution, businesses only distribute directly through their website and focus heavily on indirect distribution channels
+ Offline: The goal of the business is that the product will be widely available in quality distribution channels to be able to reach the right target customers and limit product counterfeiting, so the distribution channels without businesses target: supermarkets (Annam gourmet, Aeon Mall), convenience stores (Circle K, Winmart) besides cooperation businesses with gyms, hospitals to put retail boots there
+ Online: businesses will create accounts on e-commerce platforms (shopee, tiki, lazada, tiktok shop, facebook) and do not distribute intermediaries through any intermediary accounts with the item to improve prestige for customers
Distributing information and advertising products:
The company provides customers with products that are beneficial to health, so the distribution of information needs to be detailed so that customers can grasp the benefits that the product brings Therefore, the company will focus on distributing information and advertising about products through social networking platforms (youtube, facebook, tiktok) to be able to provide customers with as much information about the product as possible
+ Discount policy: discount policy: businesses will give distributors a discount of 20% on each product and 25% when the distribution points reach the sales target set by the business + Commercial support policy: Enterprises will provide Posters, Leaflets for retail stores such as convenience stores, set up booths in gym centers.
Marketing Communication Strategy (Promotion)
- Building social media accounts on Facebook, Instagram, and TikTok
- Collaborating with KOC, KOL, and Food Reviewers
- Advertising products on lifestyle and health-related news websites, e-commerce pages, and groups of people interested in healthy eating and clean eating
Cooperate with supermarkets to set up trial booths, improve product awareness and investigate customer satisfaction
Support product discounts in retail stores, stores selling vegetarian food, and dieting
Establish a website or online page to introduce products and provide detailed information about ingredients, sources, production processes and health benefits of products
The website needs to be beautifully designed, easy to use and have the function of sharing and commenting with customers
Social media advertising: use popular social networks, such as Facebook, Instagram and YouTube Combine with KOLs in health food category to promote products For example: Zhu Yan, Shushu Le, Hana Jiang Anh because most of your followers are young people who care about health and healthy eating
Vina Mushroom will publish an article about its products, which will relate to the quality and practicality that the products bring to consumers
With Coopmart,GO , Aeon mall,Lotte Mart and other supermarkets cooperated to set up booths for users to try out the company's products
Sell posters and set up standee in convenience stores and supermarkets to improve the popularity of products
In addition, the company will increase the discount rate to more than 10% when buying more than 30 boxes for dealers and retailers.
Market research
Fried mushroom is a delicious snack product, which is made of dried fresh fried mushrooms This is a product that has been evaluated as nutritious and has many health benefits
As the market is more and more inclined to strengthen health care through healthy drinks and snack products, dried mushrooms may become the first choice for those who seek differences According to market research, the potential customers of this product are young people aged 18-40, especially those who care about health and healthy eating However, this product can also attract other customers, such as children and the elderly
Button mushrooms can be sold through online retail channels and traditional stores Social media channels and online advertising are also important ways to promote products and reach potential customers
In the fierce but potential market, product quality and customer feedback are key factors in order to build trust and improve customer trust Vina Mushroom constantly tests and improves contributions from experts, vegans and people with healthy snack habits Therefore, ensuring product quality and meeting customer needs are important factors in product development and marketing
Phase 1 (January 1, 2024 - December 31, 2024): Product introduction
Table 4 Phase 1: Product introduction Product ● Product launch
Launched the product of dried shiitake mushroom with cold drying technology, ensuring the natural flavor of the mushroom and high nutritional value
Freeze-dried mushrooms have long-term preservation features, keeping the nutritional value of fresh mushrooms, no preservatives and no toxic substances
● Introducing products with 3 core flavors
Original taste: freeze-dried fresh shiitake mushrooms, combined with salt to enhance the taste Can be used directly as a snack
Seaweed taste: freeze-dried fresh shiitake mushrooms combined with seaweed crumbs, provide nutrients such as omega-3 fatty acids, vitamin A and minerals Mustard taste: fresh freeze-dried mushrooms are covered with mustard powder, giving a slightly spicy aroma at the tip of the tongue
Circle K: 300 stores (Ho Chi Minh, Hanoi)
Winmart: 200 stores (Ho Chi Minh, Hanoi)
● In supermarkets with food stalls:
Annam Gourmet: 10 stores in Ho Chi Minh City, 4 stores in Hanoi Aeon Mall: 3 supermarkets in Ho Chi Minh, 4 supermarkets in Hanoi
Run ads, SEO when searching for keywords related to the product
"mushroom", "mushroom", "Snack mushroom", "Snack healthy"
Create a business website: shop.vinamushroom.com, update product information and open for sale on the website
● At e-commerce platforms: Shopee, Lazada
Create a 30 second to 1 minute video introducing three flavors of fatty
21 mushroom products: plain, seaweed, and mustard The video content records the moment when fat mushrooms are harvested from specialized mushroom growing areas Through the production process of the enterprise, it will bring customers fat mushroom snacks that are suitable for consumer needs and health
Collaborating with KOL and KOC to promote products: Yanzhu (Tiktok: @ chau_muoi 1.2M followers), Shushu Le (Tiktok: @ le shusu 237.1K followers)
Establish media channels for showcasing and sharing products: Facebook: 50K fans, Instagram: 50K fans, Tik Tok: 100K fans, 200K likes, establish a health and nutrition knowledge sharing group with 50K members
A "Vina Mushroom Seminar" was held for 200 people, inviting KOLs and KOC to specialize in health and healthy eating related content In addition, the company has invited nutrition expert Nguyen Thi Hong Ha, a master's degree, to serve as a guest speaker at the product launch seminar In addition, the company has set up exhibition booths to showcase its products, and employees will provide product consultation for customers Customers can also experience products at the event site and give them as gifts to event participants: the gift box includes three different flavors of snack bags: original, seaweed, and mustard
Phase 2 (January 1, 2025 - December 31, 2025): Maintain and develop
Place Mở rộng phạm vi phân phối của sản phẩm trên thị trường
CircleK: 400 stores (Ho Chi Minh City, Hanoi)
Winmart: 300 stores (Ho Chi Minh City, Hanoi)
Annam Gourmet: 5 stores in Ho Chi Minh City, 3 in Hanoi
Aeon Mall: 3 supermarkets in Ho Chi Minh, 4 supermarkets in Hanoi
Lotte: 6 supermarkets in Ho Chi Minh, 2 supermarkets in Hanoi
● At e-commerce platforms: Shopee, Lazada.
Develop a vinamushroom.com store website, post customer experience, product feedback, and update customer service hotline at 19001277
Maintain and develop media channels, publish 3-4 posts on Facebook and Instagram every month, create a "Product Name Guess" mini game that includes tempting gifts from Vina Mushrooms to attract participants and increase page engagement, Make product videos or content related to healthy diet (2-3 videos per month), expand and develop the health and nutrition team, with the goal of having 100000 members to answer members' questions about food with the support of dietitian Nutrition
Run advertising and search engine optimization when searching for keywords related to products such as "mushrooms", "fat mushrooms", "snack mushrooms", and "snack health"
Combining KOL, KOC product reviews, product links: An Den (Tiktok: @ anden75 1.7M followers), Ngoc Khanh (Tiktok: @ ngockhanday 685.9K followers)
Product December 2026: Launch of new product "Vina Mix"
The "Vina Mix" product is a combination of three types of mushrooms: fat mushrooms, shiitake mushrooms, and straw mushrooms Still using freeze- drying technology to ensure the nutritional value brought by each type of mushroom
● At convenience stores: 400 Circle K stores, 500 Winmart stores
● Supermarkets: all systems of Annam Gourmet, Aeon Mall, Go!,
● At e-commerce platforms: Shopee, Lazada
Sponsoring Healthy Workshops, health awareness sessions of VNHC - Health Care and Training Center
● Hanoi 'Health Market' Fair/Seminar
Therefore, product displays can reach a large number of potential customers who are interested in nutrition and health
● Collaborate with healthy and vegetarian restaurants
Collaborate with chefs and restaurants to use dry fat mushrooms as ingredients in appetizers or salads In addition, innovative new dishes can be created from this product to attract customers' attention
- Publish 3-4 articles per month to share knowledge about healthy living and interactive mini games on the Vina Mushroom Fanpage
- Collaborating with KOL and KOC to promote products:An chay cung Nhi (Tiktok: @anchaycungnhi 403,3K Follow),
Advertise on YouTube and Google
The content focuses on informing customers and their feedback.
FINANCIAL PROJECTIONS
Break-even analysis
Break - even volume is 140364 units
Sales forecast
Vina Mushroom aims to sell 200,000 products in its first year 10% will be sold through direct distribution at a retail price of 60,000 dong The remaining products will be sold at a wholesale price of 50,000 dong per item In the second year, Vina Mushroom expects to increase sales
24 volume by 30% compared to the first year, so the company will supply more with 260,000 products By the third year, the company predicts that market penetration will decrease, and production will only increase by 20% compared to the second year, reaching 312,000 products, and will launch new products at the end of the year.
Expense forecast
According to research by Shu-Ting Chang and colleagues (2016), Enrique Ortega-Rivas and colleagues (2018) pointed out that dried mushrooms lose about 80-90% of their initial weight Therefore, if you start with 1kg of fresh mushrooms, the dried mushrooms will weigh around 100-200g However, the experimental process and research of Vina Mushroom aim to keep the mushrooms with a high nutrient content On average, 1kg of dried mushrooms will yield 200- 250g of dried mushrooms
To produce 772,000 units of 50g products, equivalent to about 150 tons of fresh mushrooms, the minimum capacity of the drying factory is 4 tons per month
The expected variable costs for the 3 years of the company's operation include:
● Worker wages: an average salary of around 7.5-8 million dong/month for 8-10 workers
● Delivery: transportation costs from the production to distribution locations, averaging around 12 million dong/month
● Factory Utility Bills: costs for electricity, water bills, etc for operating the production plant, averaging around 20 million dong/month
● Material cost: the main raw material is straw mushrooms purchased by the company with a production volume of 150 tons over 3 years, with an average cost of around 77 million dong/ton
● Other Costs: other incidental costs
● Packaging cost: The cost of packaging for the expected 772,000 units of products is on average 2,250 dong per unit
Profit forecast
CONTROLS
Implementation
The company plans to implement strict control measures to monitor all processes from personnel allocation, production, product quality inspection to customer satisfaction assessment Customers of company products and services
Figure 9 Fixed cost Figure 10 Variable cost per units
In terms of development strategy, enterprises are making every effort to ensure that their goals, as well as established strategies and tactics, are correctly executed Closely supervise employees and staff in the enterprise to ensure hygiene, safety, and health at every stage of product production
In terms of evaluating customer satisfaction, enterprises allow customers to evaluate and provide feedback on the quality of products and services on the official website and e-commerce platform of Muran This will enable enterprises to quickly solve any problems that may arise Regarding the goals set by enterprises, the public sector will implement them in a closed mode to ensure timely completion of progress and goals The marketing supervisor will be responsible for developing marketing strategies In addition, regular progress checks must also be reduced
In terms of cash flow management, companies provide estimated costs for each period and different types of costs, improve accounts receivable, manage accounts receivable in detail, and optimize management processes Manage finished products and inventory, release cash flow, and avoid risks in the business Other warning signals will be monitored to detect signs of deviation from the plan, including monthly revenue (segmentation and channels) and monthly expenses.
Marketing Organization
The marketing director of the company will be fully responsible for and control all marketing activities of the company, from activities to creativity, implementation plan, TVC construction, promotion and preferential treatment Carry out image building activities and publicize the company brand
The marketing department has two main departments: brand team and marketing service Brand Team is the department responsible for brand image building Marketing services include the support departments of the brand team, such as media digital, research, e-commerce, events /OOH Enterprises use various forms of marketing to attract customers when launching products Media marketing, influence marketing, event marketing, product marketing and other products are vigorously promoted, and samples are taken in Lotte Supermarket to provide customers with various promotions, combinations and gift plans
- Cooperate with Châu muối to post product promotion videos on Tiktok: The video is about 1 minute long, including comments on packaging, taste, and benefits that the product brings to users
- Let PG stand at the stall, support customers to buy products at stores and supermarkets
- Place product advertising standee in stores, supermarkets
- Support discount for convenience stores, vegetarian food stores, dietetics
- Offer preferential policies, vouchers for those who buy through KOLs, KOCs
- Sponsoring healthy workshops, health awareness sessions of VNHC - Health care and training center
- Cooperation with healthy and vegetarian restaurants: Use mushroom snacks to make appetizers or salads
- Combine fairs, Workshop "Healthy Fair" to display products
- Run SEO for Website, Youtube
- Set up e-commerce stores Shopee, Lazada
- Develop Fanpage, Website of the company.
Contingency Planning (Difficulties and Risks, Worst-Case Risks)
6.3.1 Possible risks to expected revenue
Table 5 Possible risks to expected revenue.
50%