Đang tải... (xem toàn văn)
Besides, in the Vietnamese market, there are also famous celebrities who have cooperated with PepsiCo such as My Tam, Son Tung MTP, Toc Tien, Isaac, Dong Nhi,… 2.2 Weaknessa The product
lOMoARcPSD|39458107 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - - MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING PLAN FOR SUNTORY PEPSICO'S BOTTLED GANODERMA HONEY TEA IN 2024 - 2026 MAJOR : MARKETING SUBJECT: MARKETING MANAGEMENT Professor: DANG HUYNH PHUONG HO CHI MINH CITY - 2023 Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 MINISTER OF FINANCE UNIVERSITY OF FINANCE – MARKETING - - MARKETING MANAGEMENT FINAL EXAMINATION REPORT MARKETING PLAN FOR SUNTORY PEPSICO'S BOTTLED GANODERMA HONEY TEA IN 2024 - 2026 MAJOR : MARKETING SUBJECT: MARKETING MANAGEMENT Professor: DANG HUYNH PHUONG Students list: 1 Vu Le Phuong Linh - 2121012141 2 Nguyen Tuan Khai - 2121009915 3 Nguyen Thi Hong Ngoc - 2121003507 4 Thach Thi Thanh Nhi – 2121003370 5 Nguyen Ngoc Minh Anh - 2121003590 HO CHI MINH CITY - 2023 Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 LIST OF STUDENT CONTRIBUTIONS STUDENTS STUDENTS TASKS COMPLETE CONTRIBUTION NAME ID COFIRMATION RATE Vu Le Phuong 2121012141 Contents: Linh - Situation Analysis Linh (Competitions) - Objectives Khai - Marketing Strategy (Distribution) Ngoc 100% - Action Plans - Financials - Backup Plans Nhi Anh Nguyen Tuan 2121009915 Contents: Linh Khai - Situation Analysis (Market Summary) - Marketing Strategy Khai (Pricing) - Marketing Strategy (MKT Communication) - Action Plans Ngoc 100% 100% - Financials - Backup Plans Nhi - Conclusions - In charge of presentation (Word & PDF) Anh Nguyen Thi 2121003507 Contents: Hong Ngoc - Executive Summary Linh - STP Strategy - Marketing Strategy Khai i Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 (Product) - Marketing Strategy Ngoc (MKT Communication) - Action Plans - Financials Nhi - Backup Plans Anh Thach Thi 2121003370 Contents: Thanh Nhi - Situation Analysis Linh (SWOT of Pepsico) - Marketing Strategy Khai (Product) - Marketing Strategy (MKT Communication) - Action Plans Ngoc 100% 100% - Financials - Backup Plans Nhi Anh Nguyen Ngoc 2121003590 Contents: Minh Anh - Marketing Strategy Linh (Product) - Marketing Strategy (MKT Communication) Khai - Action Plans - Financials Ngoc - Backup Plans Nhi Anh ii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 TABLE OF CONTENTS LIST OF STUDENT CONTRIBUTIONS .i TABLE OF CONTENTS i TABLE OF FIGURES iv MAIN CONTENT 1 I Executive Summary 1 II Situation Analysis 2 1 Market Summary 2 2 SWOT of Pepsico 3 2.1 Strengths 3 2.2 Weakness 4 2.3 Opportunities 4 2.4 Threats 5 3 Competitions 5 3.1 Competitor overview .5 3.2 Competitor Analysis Panel 6 4 STP Strategy 8 4.1 Market segmentation 8 4.2 Market targeting ( concentrated marketing ): 9 4.3 Market positioning: .10 i Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 III Objectives .11 IV Marketing Stategy .11 1 Product: 11 1.1 Value propositions .11 1.2 Product support service: .12 1.3 Branding 12 1.4 Product’s attributes .13 1.5 Packaging .13 1.6 Labelling 14 2 Pricing 14 2.1 Lower pricing strategy in filtering the market: 14 2.2 Implement a penetration strategy 15 2.3 Price adjustment over time 15 3 Distribution 16 3.1 Traditional trade: 16 3.2 Modern trade: .16 4 Marketing Communication .17 4.1 The communication messages 17 4.2 Planning for Action .18 V Action Plan: 22 ii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 VI Financials .25 VII Control 27 1 Implementation 27 2 Backup Plan .29 VIII Conclusion 30 REFERENCE LIST 31 iii Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 TABLE OF FIGURES Figure 1: Competitons 6 Figure 2: Ganoderma Honey Tea Print-Ad 14 Figure 3: Traditional trade chain 16 Figure 4: Mordern Trade chain 17 Figure 5: Thuy Tien - Miss Grand International 2021's official page .19 Figure 6: Tiktoker Chau Bui 20 Figure 7: Action plan for Q3 2023 to Q4 2026 22 Figure 8: Financial Plans for next 3 years 25 Figure 9: Implementation .27 iv Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 MAIN CONTENT I Executive Summary Briefing on marketing plan To create a marketing plan for Suntory Pepsico's bottled Lingzhi tea in 2024 - 2026 The following tasks and tasks must be established by the company: - Establish company objectives from 2024 to 2026 - Examine internal and external environmental factors to determine the company's opportunities, challenges, strengths, and weaknesses - The company's 2024 - 2026 marketing objectives - The business's marketing strategy - Planned and carried out - Assess marketing outcomes - The competitive situation Vision: - Continuing to maintain its leading position in Vietnam's bottled water market - Become a leading business in bottled health beverages - Leaving a positive impression on society and the environment Mission: - Our mission is to provide consumers around the world with food and delicious, affordable, convenient, and complimentary drinks from healthy breakfasts to snacks and treats Drink happily in the evening - Efforts to spread new products with the motto "for the health of Vietnamese people" and it is produced from clean, safe, fresh and nutritious natural products - The purpose and structure of the assignment - Cooperate with reputable Ganoderma companies to have quality, safe and high-quality raw materials - Using cutting-edge processing and packaging technology - Using a secure and rigorous distribution procedure to ensure product quality reaches consumers 1 Downloaded by NHIM BIEN (nhimbien1@gmail.com) lOMoARcPSD|39458107 - Launch of Ganoderma honey tea product " Deer" produced from Ganoderma mushroom, honey, and some other ingredients Objectives for the first year: - Promote communication, TVC, OOH advertising and advertising through social networks such as facebook, tiktok To let people know about the new product Ganoderma Honey Tea “deer” - Emphasizing the use of the product and the ingredients that make up tea, they are all derived from nature, safe, nutritious, and healthy - Offer many attractive promotions with accompanying gifts - New products are highly positioned in the hearts of consumers Thereby, bringing profits, the goals that the company has set II Situation Analysis 1 Market Summary • Since the outbreak of the pandemic, consumers tend to be more interested in healthier products during eating and drinking, including the herbal tea market The reason tea is used for good health purposes is because of the natural antioxidant content inside it Under the healthy label, tea products have been developed much more rapidly and diversely • Along with the development of society, the needs of consumers, especially Gen Y and Gen Z, have also increased significantly Not only the requirements of quality, taste and deliciousness of tea, but consumers now also consider sustainability and business ethics • According to Herbal tea market research report on Shopee, Tiki, Lazada e- commerce platforms for sellers from February 2022 to January 2023 Reported revenue of herbal tea on the e-commerce floor reached VND 42.2 billion in 12 months and compared to the latest quarter grew by more than 15.9% Evaluating the Herbal Tea market, business shops can sell at popular prices from 200,000 ₫ to 500,000 ₫ The best-distributed and best-selling herbal tea brands are Que Viet, Hera, Siberian wellness, Gufoods, etc 2 Downloaded by NHIM BIEN (nhimbien1@gmail.com)