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
Strengths
- PepsiCo is an American multinational food, snack and beverage corporation headquartered in Harrison, New York PepsiCo's business includes all products in the food and beverage markets PepsiCo was founded in 1965 with the merger of Pepsi- Cola Company and Frito-Lay Inc
- PepsiCo's product mix as of 2015 (based on worldwide net sales) consisted of 53% of food products and 47% of beverage products The company's current product lines include several hundred brands, which in 2009 are estimated to have generated about $108 billion in cumulative retail sales annually.
- As of 2015, 22 PepsiCo brands have achieved over 1 billion USD in annual revenue. b) Dominate the worldwide market:
PepsiCo has built a reputation for innovative products that appeal to people around the world With over 200 countries represented globally, it's no surprise that PepsiCo boasts a truly global presence This strong global presence has allowed the company to expand its brand portfolio and increase sales PepsiCo operates on six continents, with more than 50% of its revenue coming from outside the US (Reingold
The company used its market dominance to strengthen its brand image and win consumer loyalty. c) Supply chain and distribution network:
PepsiCo uses direct store delivery (DSD) This strategy has helped the company reach consumers and retail outlets more efficiently This has also helped PepsiCo avoid the cost of keeping its products in stock and shipping costs.
PepsiCo has established a robust supply chain management infrastructure to ensure that its goods are consistently of high quality and delivered on time PepsiCo has developed a network of more than 17,000 direct store distributors worldwide to serve its products in more than 200 countries It also manages this system through computerization allowing real-time tracking of inventory and distribution d) PepsiCo understands the importance of marketing:
PepsiCo's marketing strategies helped strengthen the brand image and drive sales PepsiCo regularly sponsors shows or sporting events such as the Super Bowl, Olympic Games, FIFA World Cup,…
Celebrity endorsement strategy is a key component of PepsiCo's marketing strategy Some of the influential celebrities PepsiCo has partnered with are Messi, Beyonce 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,…
Weakness
a) The product is considered unhealthy:
PepsiCo has been criticized for its products that are considered unhealthy, especially in areas of the world where obesity rates are rising rapidly These products are often considered empty calories, providing little or no nutritional value.
PepsiCo must continue to create healthier options for consumers that are delicious and give the company a competitive edge in this market. b) Bad environmental record:
PepsiCo is one of the top three plastic polluters in the world The company has not taken effective measures to increase bottle recycling PepsiCo has also been criticized for its excessive use of palm oil, which has been linked to deforestation.
The company must invest more in recycling efforts and explore sustainable packaging options.
Opportunities
Customers are increasingly turning to digital channels to make purchases over the internet PepsiCo has the opportunity to take advantage of online shopping by developing e-commerce and increase sales through these channels. b) Increase healthy choices:
Most of PepsiCo's soft drinks and snacks are deemed harmful, indicating that there is still room for improvement Only 44% of the company's beverage portfolio has less than 100 calories per serving, which is excessive and unhealthy.
PepsiCo should expand the production of products with natural ingredients and healthy ingredients.
Threats
Coca-Cola, Nestle, Dr Pepper, Unilever and other competitors are all vying for market share and profits in the beverage sector
The company has been affected by changing consumer preferences and health- related legislation that has altered its business Many governments have imposed stricter regulations on companies to control obesity rates, which has affected
PepsiCo's sales of unhealthy products like soda pop. b) Economic depression:
Although the consumer food and beverage sector is growing strongly, a recession cannot be ruled out Because PepsiCo's product range is often biased towards those that are among the first to be cut during an economic downturn, the company could lose money.
Competitor overview
Currently, the product line in question has not been developed by large enterprises such as Suntory PepsiCo, which means that there are almost no strong direct competitors in the market This is good news for the brand as it means that it can establish its presence and gain a foothold in the market However, the threat of alternative product lines for this brand has always existed, especially for brands that have been selling herbal tea products for a long time This means that the brand must continuously innovate and improve its product line to stay ahead of the competition and maintain its position in the market.
Competitor Analysis Panel
Product Price Distribution Strengths Weaknesses
- Providing a variety of different products, including products such as brown rice tea, milk cereals, weight gain cereals, weight loss cereals, nutritional cereals, turmeric starch, royal jelly turmeric tablets, soybean germ, CurcuNa
E+ turmeric cream These products are all made from natural nuts that contain no preservatives, no harmful chemicals and are very safe and benign.
- Type of product: Tea bags
Ranging from 250.000 VND – 370.000 VND (Box of 20 tea bags -30g
- Currently, the company has expanded its operations to more than 600 branches and distributors across the country and overseas
- Que Viet's products have been distributed evenly in 63 provinces and cities nationwide with many branches and agents across the country In addition, Que Viet's products are also distributed and sold at many pharmacies.
- Large company scale and diversified products.
- Que Viet is a well-known brand, gaining the trust of customers and many positive reviews about products.
- Ganoderma tea is not the main product of this business, so few people know and buy them.
- The price is relatively high, so it does not reach many customers.
Hera Hera weight loss herbal tea is made from 100% natural herbs such as: zebra tea, pomelo peel
- On e-commerce sites such as Sendo, Shopee, Vietnamese
- Because Hera focuses on a high- income target essence, lotus leaf, turmeric, Little ginseng, Ganoderma, Son Tra, Tran
Derm to help reduce blood fat, reduce fat absorption, eliminate fat places, beautify the skin, anti- aging
Medicine website about target customers and specific products.
- Wide range of products with high quality audience, Hera's herbal tea is not widely known.
- The distribution channel is not large, mainly focused on e- commerce.
- Balka herbal tea with natural herbs such as sage, lemon balm, mint and clover, Baikal herbal tea collection Herbal tea No2 has the effect of supporting blood activity, good for women in the premenstrual and perimenopausal period.
- Yoo Go Turbo Tea herbal tea with a combination of herbs: Cholera leaf, black bark, ginger, apple,
Roman chamomile, has the effect of aiding digestion and helping laxative.
Ranging from 90,000 VND – 130,000 VND (20 small tea bags of 1.5g equivalen t to about 1,300,000 –
- On the company's official website, e- commerce sites;
- Two main distribution branches in Ho Chi Minh City and Hanoi
- Comprehensiv e distribution channels and branches in two major cities of Vietnam.
- Siberian Wellness is a well-known foreign brand in Vietnam, with high quality products.
- The product price is only suitable for high income customers.
Herb-flavored black bean brown rice tea: Products made from
- The brand is famous for its
- The distribution system is not brown rice, gooseberries, rose buds, jasmine buds, black beans, red beans, red apples, sweet grass combined with familiar herbs rich in nutrients such as starch, protein, vitamins of group B,
Good for diabetics, gout, cardiovascular, in addition, black dai also helps to control weight effectively
Product Type: Direct brewed leaf tea
60,000 VND - 150,000 VND (Box 200g - 500g) many healthy products.
- Affordable prices have reached many customers extensive.
- The method of using the product is not convenient
Market segmentation
Pepsi has a specific market segmentation plan - divides the market into segments and then chooses the part that it is best able to serve and exploit.
Choosing a specific segmentation strategy for schools - splitting the market into groups then decide which aspect you can best utilize and serve.Suntory, based on geographic principles Pepsico From urban to rural areas, from the plains to the mountains, and from the North to the South, Vietnam has attempted to disperse its extensive network PepsiCo, however, continues to concentrate mostly on heavily populated areas and major cities, like Ho Chi Minh City, Binh Duong, Quang Nam, Can Tho, and shortly Bac Ninh As a result, Suntory Pepsico's Ganoderma Honey Tea product may be found everywhere, in both small and large-scale restaurants and beverage stores, on both sides of the street and in alleyways According to the strategy, Suntory PepsiCo will invest a certain amount of money with a focus on all three of the North, Central, and South areas in order to boost production, upgrade point-of-sale equipment, reinforce brands, and broaden the Group's line of products.
Suntory Pepsico, however, is particularly intrigued by the Southern market for the following factors: Southerners favor sweets more than Northerners do.
Ganoderma and honey products choose for themselves the middle-class segment with a life-loving, active lifestyle, and the psychology of choosing healthy products Not only helps to quench thirst, Lingzhi honey tea with a combination of reishi and honey and some vitamins helps users strengthen and improve the immune system; detoxifies, gives vitality to the body; reduce stress fatigue, reduce stress; lower cholesterol, support heart health; anti-aging, enhancing the youthfulness of the skin; a) Demographic segmentation:
Under 15 years old: This is the age group of students who enjoy drinking soft drinks as a hobby and whose mothers have a sweet tooth but don't worry about their wellbeing.
Ages 15 to 25: the age with health literacy needs to protect and promote your own health.
Ages 25 to 45: They also have some restrictions on carbonated soft drinks, foods that are not good for the body and are more concerned with health They also wish to rejuvenate themselves and enhance their appearance by using functional meals.
People over 45 years old: trend of using healthy, nutritious, healthy foods Minimize low-priced products.Gender: Both male and female.
Income: middle income and upper middle income. b) Psychographic segmentation:
L ifestyle: healthy from the inside, care about your health, family and beauty. Interest: sweets, experiences, natural products, etc. c) Behavioral segmentation :
Reason for purchase: buy for themself or their family, buy for friends…
Benefits sought: a product to boost immunity, help people stay well, sleep soundly, avoid colds and heart disease, aid in the treatment of cancer, and rejuvenation,
Market targeting ( concentrated marketing )
Target customers: right from its inception, Ganoderma Honey Tea chooses the age group from 20 to 45, with a high average income People who have a hobby of drinking tea and sweets, they have the psychology of using healthy foods In addition, lifestyle protects and improves the health of yourself and your family.
PepsiCo has tried its best to be younger, more attractive, and more relevant to consumers than its competitors, and this constant strategy has helped Ganoderma
Honey Tea grow and gain a solid image important baseline image Until today,
PepsiCo's products in general target market segments targeting young and dynamic customers and Ganoderma Honey Tea products will expand the business segment targeting younger customers as well and middle-aged people.
Market positioning
In this market, Pepsico is positioned alongside the product lines of other brands such as Que Viet, Hera, Siberian Wellness and Gufoods as competing brands.
In the new stage of launching products to the market, Pepsico's Ganoderma Honey Tea will use the Price Skimming strategy, which means high pricing to influence consumer perception Thereby confirming the quality of products in the market Launched on the market, the price of the product is 30,000 VND / 360ml The company wants to promote safety and ensure the health of consumers In addition, the cost of input materials is quite high, raw materials have clear origins, modern technological processes and many complicated processing stages increase product costs With the above, this is a not too high price of the product when compared to the quality However, considering the market, it is not cheap We can refer to the following table:
ENTERPRISE Pepsico Que Viet Hera Wellness
PRICE 30.000 VND 18.500 VND 16.500 VND 6.500 VND
Pepsico's Linh Chi honey tea price is quite high compared to other products mainly because the company wants to focus on product quality However, at this price, it is completely commensurate with the benefits of Lingzhi tea.
Positioning according to distribution strategy:
Pepsico is a brand with a wide presence in the Vietnamese market As of April
2023, Pepsico has launched more than 15,000 products that are present everywhere such as Bach Hoa Xanh, large and small supermarkets, etc., even in grocery stores located in rural areas This means that Pepsico has done this strategy very well
Pepsico's products are known for the quality that goes with the price, so Pepsico ensures that the prices of all products are listed at the same price in all stores.
- During the first three years following the product's launch, businesses aim to achieve a short-term profit target of 10%-20% and a long-term profit target of 40%- 50% of revenue, based on product costs and marketing costs.
- To increase market penetration and product consumption.
- The goal when launching Ganoderma Honey Tea is to reach additional segments of the target customer base and to attract potential customers.
- To sell more products than competitors and capture market share by growing faster than the industry average growth rate of 6%.
- To expand the operating market soon, increase product brand awareness, and become popular and prestigious among everyone.
Value propositions
Pepsico always ensures that its products are produced in the best conditions When launching new products to the market, with the goal of creating a product line that is safe for health and derived from nature, our leading nutritionists and food experts have researched, developed and launched the product line is Ganoderma Honey Tea This will be a product with rich tea flavor, cool, beneficial for users' health, suitable for customers who love the convenience of not having to use tea bags or those who like natural flavors Nature of tea or the nutritious and healthy properties of Ganoderma lucidum Besides, Ganoderma Honey Tea also says "no" completely to synthetic additives or preservatives - chemicals that are harmful to health but are also very common. b) Value propositions:
Not much different from tea products on the market, the core value of the product is to bring a unique and delicious taste Besides, it also ensures and brings many health benefits to customers when using the product On the other hand, consumers also look for products with many other health benefits For example, with the use of tea to help people stay awake, reduce stress or fatigue As for honey, it improves resistance, enhances nutrient metabolism In particular, with Lingzhi, it helps to improve health, improve resistance, and fight aging.
Product support service
With a new product launched on the market, besides the main quality of the product, having product support services is extremely necessary.
New customer support service: product information will be updated regularly on Pepsico's official websites and fanpage so that customers can easily track the product and contact the staff directly Exchange customer service before buying.
Loyal customers: upon customer consent, Pepsico employees can obtain their email address or mobile phone number Thus, they can easily track the level of customer satisfaction after using their products In particular, the company will send products as gifts or best wishes on customers' birthdays.
Branding
Tea has traditionally served as a beverage associated with the Vietnamese people's national culture In order to create a new product that combines tea and Ganoderma that will best fit Vietnamese consumers' tastes, our business did extensive research and carefully evaluated the recipe In addition, to add variety to new products made from an original recipe that included ingredients like Thai Nguyen green tea, reishi mushroom, honey, licorice, sugar, B vitamins, and vitamin E, We developed additional low-sugar versions and goods designed especially for diabetics (using sugar from alternative suitable chemicals), as follows:
Low-sugar version: same as original but with 40% less sugar.
Version for diabetics: In the original recipe, the sugar was replaced with monk fruit extract in a quantity appropriate for those with diabetes, and the amount of honey was reduced by 50%.
"Taste" is one of the elements that contribute to the success of a recently introduced
"bottled water" product The flavor will assist the product leave a lasting impact on the clients, encouraging them to buy more of it and boosting sales for the business
Additionally, the organization can reach and service more clients because to the flavor variety.
The company's products are not only varied in terms of taste but also in terms of outward look The company uses the following additional product forms in addition to its customary bottled products:
" Ganoderma Honey Tea " paper box: Create a container out of a paper box that has a waterproof layer inside The first is an instant tea box, which comes in packs of six and has a net weight of 180ml (similar to milk boxes on the market) A paper box with a net weight of 285g contains 15 bags of powdered Lingzhi honey tea after which comes handmade tea box tea The company creates a paper-based alternative to the plastic box in an effort to project an image of environmental conservation.
Version in plastic box: Each box contains 400g of honey reishi tea powder and has a net weight of 400g Use of this product is straightforward: combine a specific amount of powder with hot water and stir thoroughly This version was created for folks who enjoy cooking and preparing their own food, according to the business.
The company will easily reach more clients and meet more of their wants thanks to the product variety in terms of form.
The bottle packaging is full of information such as brand name, ingredients, expiry date, instructions for use, storage instructions and a commitment to customers about product quality The packaging has an orange color that closely resembles the color of tea The image helps to identify the combination of 2 main ingredients of the product: Ganoderma Honey Tea.
Packaging design with simple but no less unique design helps customers feel the luxury and product quality.
Figure 2: Ganoderma Honey Tea Print-Ad
Product name: Ganoderma Honey Tea - Trà Linh Chi Mật Ong.
Key message: Căng tràn sức khoẻ, tươi trẻ mỗi ngày.
Meaning: The product name clearly shows the main ingredients of the drink are Ganoderma and honey Make it easy for customers to recognize a product The key message summarizes the benefits that the product brings to help customers understand that this is a healthy product
Label: The bottle label shows the full product name and key message Along with that are the images of the main ingredients.
2.1 Lower pricing strategy in filtering the market:
- The pricing technique known as penetration pricing is best suited for new product lines entering the market since it lowers the product's price relative to both the market and its initial price in an effort to attract customers try out new products, which also aids in luring clients away from rival suppliers However, this tactic also carries the danger of customers first choosing the company's brand, but switching to the competitor's when the price rises to the original price Effective communication techniques, the development of a positive brand image and most crucially, assuring product quality and value for money can all help to overcome this and keep customers and transform them into loyal customers.
- Each bottle costs 30,000 VND While it has a little higher price than other bottled beverages, this one is cheaper and convenient than other reishi tea bag varieties But this problem is not significant because the price is completely compatible with the quality of the product Focus on promotion and image promotion at the end of the month (when they have salary and often go to supermarkets, big markets ) holidays, big events such as World Cup, football tournaments, large domestic markets when the target customers have the highest demand and ability to pay.
- Ganoderma Honey Tea will alter its pricing to honor prepayment, bulk purchases, cash discounts, quantity discounts, and clients who buy and pay right away.
- Discounts are offered to institutional and bulk-buying customers.
- The price element should be reviewed after the first year of using a low pricing strategy to penetrate the market in order to make the necessary adjustments The company should raise the price of the product to 32,000VND in order to continue gauging consumer response, assuming that the pricing is still cheap, and the target market has a larger ability to pay for the product market at this cost In addition, it's important to develop a wholesale price for cartons of 24 bottles that is reasonable and includes discounts A box of 24 bottles should cost no more than 760,000VND.
- On the other hand, if the product does not establish a strong presence in the market during the first year and clients only purchase in quantities that have just reached the target or are still low Then, in order to improve sales, enterprises must continue to support marketing efforts, consumer incentives, and promotions while maintaining a penetration price of 30,000VND for a bottle and a wholesale price is 715,000VND Both a sharp rise in consumer numbers and product knowledge.
- Continue to monitor how the market responds to the product's pricing following the most recent price adjustment; if the purchasing power stays the same, the price will remain at 32,000VND while simultaneously fostering communication and advertising to keep raising the number of clients who use the product.
- If, after conducting market research, it is discovered that certain customers do not trust the company's products because they are still wary of high-quality, inexpensive goods, and existing customers still have those fears, Businesses should now think about making another pricing adjustment Depending on how the market reacts, this adjustment might increase the price by up to 33,000VND or 35,000VND Depending on the state of the market, the wholesale cost of 24 bottles ranges from 785,000VND to 835,000VND Maintain communication, update new rates, and steadfast dedication to existing clients.
Ensuring product quality and meeting customers' needs, PepsiCo Vietnam has established a synchronous and efficient distribution system The company attaches great importance to the control of the production, packaging and transportation processes of products to ensure products are shipped to customers with the best quality Pepsico has a broad and diversified distribution strategy, including direct and indirect distribution through dealers, supermarkets, convenience stores and online sales channels From Pepsico's existing distribution channel system, we combine them with some of Pepsico's distribution channel development strategies over the next few years.
Dealers (distributors) are a very important part of the distribution channel, it helps PepsiCo focus on points such as wholesalers, retailers, markets, department stores, etc giving it a competitive advantage over its direct competitor, Coca-Cola.
Packaging
The bottle packaging is full of information such as brand name, ingredients, expiry date, instructions for use, storage instructions and a commitment to customers about product quality The packaging has an orange color that closely resembles the color of tea The image helps to identify the combination of 2 main ingredients of the product: Ganoderma Honey Tea.
Packaging design with simple but no less unique design helps customers feel the luxury and product quality.
Figure 2: Ganoderma Honey Tea Print-Ad
Labelling
Product name: Ganoderma Honey Tea - Trà Linh Chi Mật Ong.
Key message: Căng tràn sức khoẻ, tươi trẻ mỗi ngày.
Meaning: The product name clearly shows the main ingredients of the drink are Ganoderma and honey Make it easy for customers to recognize a product The key message summarizes the benefits that the product brings to help customers understand that this is a healthy product
Label: The bottle label shows the full product name and key message Along with that are the images of the main ingredients.
Lower pricing strategy in filtering the market
- The pricing technique known as penetration pricing is best suited for new product lines entering the market since it lowers the product's price relative to both the market and its initial price in an effort to attract customers try out new products, which also aids in luring clients away from rival suppliers However, this tactic also carries the danger of customers first choosing the company's brand, but switching to the competitor's when the price rises to the original price Effective communication techniques, the development of a positive brand image and most crucially, assuring product quality and value for money can all help to overcome this and keep customers and transform them into loyal customers.
- Each bottle costs 30,000 VND While it has a little higher price than other bottled beverages, this one is cheaper and convenient than other reishi tea bag varieties But this problem is not significant because the price is completely compatible with the quality of the product Focus on promotion and image promotion at the end of the month (when they have salary and often go to supermarkets, big markets ) holidays, big events such as World Cup, football tournaments, large domestic markets when the target customers have the highest demand and ability to pay.
Implement a penetration strategy
- Ganoderma Honey Tea will alter its pricing to honor prepayment, bulk purchases, cash discounts, quantity discounts, and clients who buy and pay right away.
- Discounts are offered to institutional and bulk-buying customers.
Price adjustment over time
- The price element should be reviewed after the first year of using a low pricing strategy to penetrate the market in order to make the necessary adjustments The company should raise the price of the product to 32,000VND in order to continue gauging consumer response, assuming that the pricing is still cheap, and the target market has a larger ability to pay for the product market at this cost In addition, it's important to develop a wholesale price for cartons of 24 bottles that is reasonable and includes discounts A box of 24 bottles should cost no more than 760,000VND.
- On the other hand, if the product does not establish a strong presence in the market during the first year and clients only purchase in quantities that have just reached the target or are still low Then, in order to improve sales, enterprises must continue to support marketing efforts, consumer incentives, and promotions while maintaining a penetration price of 30,000VND for a bottle and a wholesale price is 715,000VND Both a sharp rise in consumer numbers and product knowledge.
- Continue to monitor how the market responds to the product's pricing following the most recent price adjustment; if the purchasing power stays the same, the price will remain at 32,000VND while simultaneously fostering communication and advertising to keep raising the number of clients who use the product.
- If, after conducting market research, it is discovered that certain customers do not trust the company's products because they are still wary of high-quality, inexpensive goods, and existing customers still have those fears, Businesses should now think about making another pricing adjustment Depending on how the market reacts, this adjustment might increase the price by up to 33,000VND or 35,000VND Depending on the state of the market, the wholesale cost of 24 bottles ranges from 785,000VND to 835,000VND Maintain communication, update new rates, and steadfast dedication to existing clients.
Ensuring product quality and meeting customers' needs, PepsiCo Vietnam has established a synchronous and efficient distribution system The company attaches great importance to the control of the production, packaging and transportation processes of products to ensure products are shipped to customers with the best quality Pepsico has a broad and diversified distribution strategy, including direct and indirect distribution through dealers, supermarkets, convenience stores and online sales channels From Pepsico's existing distribution channel system, we combine them with some of Pepsico's distribution channel development strategies over the next few years.
Traditional trade
Dealers (distributors) are a very important part of the distribution channel, it helps PepsiCo focus on points such as wholesalers, retailers, markets, department stores, etc giving it a competitive advantage over its direct competitor, Coca-Cola.
Modern trade
Pepsi delivers directly to key customers These are institutional customers with large consumption such as Super C, Metro, Coop Mart, , convenience stores or places such as restaurants, hotels, and fast food chains have large sales Key
Producer Agency Business Retailers Customers
Accounts are divided into 2 types:On-premisee such as fast food stores, movie theaters, and customers buy and use.
Along with the traditional trade and modern trade distribution channel system is a wide distribution strategy Pepsico's bottled LingZhi tea products are ubiquitous in quantities that are never lacking, creating opportunities for customers to access, get acquainted ,and meet theire non-stop refreshment needs This policy also helps
Pepsico develop long-term with suppliers and conveniently put in new production plants, and warehouse techniques to save costs.
The communication messages
Fact: After the Covid-19 pandemic, the trend of healthy living will have become popular, with healthy foods being the first choice in people's daily lives.
Insight: People always want to maintain their health by consuming natural, healthy foods.
Big idea: spreading the message that Ganoderma Honey Tea is for all generations.
Key message: Health Solutions, New living trends.
Planning for Action
Ganoderma Honey Tea will be introduced into the consumer channel by
Suntory PepsiCo Vietnam through advertising campaigns, incentives for middlemen,
Customer buy and use immediately and sales employees to influence and support the entry of products into the distribution channel Suntory PepsiCo Vietnam must concentrate on intermediaries and information exchange with customers, promotional tools, and individual merchants in the push strategy because these methods are frequently more successful Suntory PepsiCo gains from the push method when implementing its marketing plan for Ganoderma Honey Tea goods: Proides product exposure in a retail setting, which has significant potential Useful for manufacturers seeking distributors to give promotional products; ideal for making or selling healthy items because the distributor has the opportunity to order in bulk. b) Pull strategies:
The image of Ganoderma Honey Tea, good for health, natural extracts is the highlight of communication, advertising on social networking platforms such as Facebook, Instagram, Youtube, newsand papers, especially Tiktok, will create a sensation attention and create demand in consumers From there, they will begin to like and choose to buy the product Consumers will ask distributors to sell them, thereby creating product attraction for manufacturers With a pull strategy, Ganoderma Honey Tea will focus on healthy messages, natural extracts, and promotional activities, focusing on communication, advertisin,g and promotional activities to consumers From there, tools like advertising and PR will be more effective. c) Advertising:
TVC: We plan to invite former athlete Anh Vien to advertise the product in a
15-second video The video will showcase an active, fresh, and healthy spirit while highlighting Ganoderma Honey Tea as an essential nutritional supplement And next year, we plan to make a 15-second clip that reminds the audience of our product with the image of a product devoted to good health for older adults
OOH: To attract and introduce new products to more people, we plan to implement OOH in crowded places in big cities such as shopping malls, and bus advertisement… Design banners according to the communication message plan and choose to place them in crowded places in big cities.
Newspaper, online newspaper: In addition, advertising in major newspapers and magazines in the country will also contribute to promoting the image of new products to the public. d) Internet marketing:
Facebook: Use Facebook ads to announce new productsont Ganoderma Honey
Post a product ad to the ambassador Nguyen Thuc Thuy Tien - Miss Grand International 2021’s official page has 1,4M followers: https://www.facebook.com/NguyenThucThuyTien - Top 10 KOLs 2022
Figure 5: Thuy Tien - Miss Grand International 2021's official page
Post product review on page Bà Dì: https://www.facebook.com/badinulo has 685K followers anis d popular with young people Ba Di won the Lazada Awards' top
TikTok: Use TikTok ads manager to promote product.
Record product experience videos: Chau Bui has 1,7M followers. https://www.tiktok.com/@chaubui
- Hom nay an gi - Schannel has 441K followers: https://www.tiktok.com/@homnayangi.schannel
- Vinh thich an ngon has 1M followers: https://www.tiktok.com/@vinhthichanngon?lang=vi-VN e) Public Relation:
Nowadays, reality shows, or game shows are almost everyone's interest and love Therefore, the sponsorship of these programs by Pepsico helps the product to be almost covered throughout the program Pepsico has turned these programs into effective communication tools, expressing the message that Ganoderma Honey Tea products want to convey to consumers.
Collaborate with schools to create an outing with an outdoor talkshow sharing the experiences and secrets to success of some influential people today such as: Mr Nguyen Huu Tri, Ms Nhi Le, etc This will help Pepsico bring Ganoderma Honey Tea one step closer to consumers. f) Promotion:
Promotion activities are carried out with the purpose of motivating consumers or distributors to buy more products for business purposes and bring profits to the business.
Allows consumers to enjoy products at the display counters in supermarkets or points of sale For the purpose of letting people experience the company's new products, sales staff can advise and state the use of the product to customers From there, consider and absorb the comments of customers.
Lower the price of products to distributors, thereby encouraging people to buy more Not only that, but it also expands the awareness of the product so that everyone can know and buy it In particular, the main purpose is to stimulate demand and increase product consumption through incentives for distributors.
Organize promotional activities on special occasions such as Tet, Valentine's Day, International Women's Day, etc Specifically, we print on the packaging a QR code for each product with loving wishes Customers scan the code and randomly receive different wishes This will surprise them when they receive it and then learn to share their feelings through social networking sites Facebook, Instagram There by attracting the attention of customers and they know more about the product. g) Direct marketing:
Businesses can use email to reach clients since it is a quick, affordable, and easy-to-measure method Emails can be used for e-newsletters, lead-generation emails, offers to current clients, or advertisements that appear in emails from other companies.
Additionally, SMS marketing enables companies to inexpensively communicate with huge numbers of clients as well as individual customers You can utilize a short messaging service (SMS) to offer clients information about your items, such as sales alerts, links to your website, reminders for appointments, and delivery.
Social media marketing is a powerful tool for organizations because it allows for frequent information sharing about goods and associated services as well as direct client interaction Social networking sites also make it simple for users to share your material, thus expanding its potential audience Create social media accounts for businesses to market their goods and services and to invite customers to leave comments with their thoughts.
Figure 7: Action plan for Q3 2023 to Q4 2026
Market and product research Do marketing research steps
Start producing Product image design, market survey
Distribute across channels traditional in HCMC
Use distribution channels horizontal combined with restaurants, KFC fast food outlets in Ho Chi Minh City Maintain distribution channel expansion by combining with food ordering applications such as Grab, Now, Baemin, to make promotional combos for customers.
Communication Pull strategy Decorate the shop and organize contests for sales intermediaries in HCMC
Participate in trade shows and fairs in
Advertise on TV stations HTV7, Vinh Long, youtube to reach customers
Create many promotions on the occasion of the launch, and the holidays attract customers
TVC 1: Create videos with novel product images suitable for young people
TVC 2: Create videos that remind your audience of the health benefits of drinking water
OOH: Promote product images with outdoor advertising images
Newspaper: Press releases about new products on the market
Facebook: announce at Ganoderma Honey Tea official page
Facebook: Post ads to the ambassador Nguyen Thuc Thuy Tien official pageFacebook: Post review on page Ba Di TikTok: Use TikTok ads managerTikTok: Record product experience
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 videos - Chau Bui TikTok: Record product reviews - Hom nay an gi - Schannel
TikTok: Record product reviews -Vinh thich an ngon
Public relation Sponsoring Vietnamese TV programs
Consumers try new products at the stalls
Buy discount for distribution intermediaries
Organize activities on special occasions
Social media Marketing Email Marketing
Figure 8: Financial Plans for next 3 years
Doing a research the product and market 5 Persons 100.000.00
Organize exchanges 1 Universit y 30.000.000 7/2025 - 12/2025 Try new products 300 Bottle 10.500.000 7/2026 - 12/2026
Buy discount for distribution intermediaries 4 Page 150.000.00
Decorate the shop and organzie contest 1 Pack 80.000.000 10/2023 - 3/2024
Trade shows and fairs in
Activity Task Target PIC Time
Take advantage of the relationship with distributors, retailers, contact to prioritize the priority of separate shelves to display products during the program
- Reach target customers Management area
Key account (search and expand many corporate customers, restaurants, pubs, buy in bulk for the needs of the ceremony)
- Increase the number of sales
Selling on e-commerce channels such as shopee, lazada, tik tok shop
- Achieve 8000 purchases on e-commerce channels
- Overgrade wave over of the product
Launching TVC advertisement 15 seconds advertising Lingzhi honey tea products.
- 3,000,000 views after 1 month of release.
Announcements about new products in magazines and articles
- Reach target customers Marketing department
Sponsor programs that are gaining a lot of one's interest like "2 ngày 1
- Reaching about one milion people
Activity Task Target PIC Time programs đêm", which makes the product nearly universal, making these programs a tool for effective communication.
Create an extracurricular outing with a talkshow sharing the experiences of successful people in their majors
Consumers try new products at the stalls
Consumers to enjoy products at the display counters in supermarkets or points of sale
Buy discount for distribution intermediaries
Products are sold quickly more than
- Products are sold quickly more than 10000 products
Organize activities on special occasions
Organize promotional activities on special occasions such as Tet, Valentine's Day, International Women's Day, etc.
- Attract product attention sold about 5000 products
Decorate the shop and organzie contest
Decorate distribution stores and agents in Ho Chi Minh City and organize a contest for distribution intermediaries, encouraging their productivity
- The shelf of Ganoderma Honey Tea becomes beautiful, attracting
Trade shows and fairs in HCMC
Participating in trade shows and fairs taking place in HCMC during
Activity Task Target PIC Time the holidays attended trade shows, fairs and sold 5000 products
Advertise on TV stations HTV7, Vinh
Find and attract customers, create customer needs
Create many promotions on the occasion of the launch, and the holidays
- Attracted 20000 customers, sold 40000 products Marketing department
The beverage market in Vietnam is substantial, with many popular refreshment product lines These products are often preferred over healthier options like LingZhi honey tea Competitors will take advantage of that weakness, push communications, and crowd out this new product To reduce exposure to those risks, proactively devise strategies to deal with competitors in terms of pricing strategies and promotions
Setting a fair price for bottled Lingzhi tea like Ganoderma Honey Tea is difficult for business because it is a brand-new product on the market As a result, business must constantly undertake market research to determine how much customers are willing to pay for their goods in order to determine whether to raise or lower the price in order to maximize profits for your product.