Final project coconut – betrimex

Overall Coco Industry In Vietnam : Market; Economy Although evaluated by the International Coconut Community ICC: Vietnamese coconut has the highest yield and quality in the world, the v

UNIVERSITY OF ECONOMICS AND FINANCE TP

HO CHI MINH CITY

FINAL PROJECT

Ho Chi Minh City, October 25, 2022

TEAM MEMBERS

1 Excutive Summary

With the goals and vision of the company's mission, based on which we decide to create new products The product "Honey Coconut Water" with the right amount of properties and vitamins will supplement nutrition and energy for a long day of activity In Marketing: we develop advertising campaigns and campaigns based on the insights we have researched on the target audience With the message "Drink fast and healthy", we want to spread to everyone the values that Betrimex brings to customers Along with that

is the combination with other departments such as Sale to ensure supply to distribution channels and expand existing markets Along with that is the attention of customer

service to help customers have the best shopping experience And finally, it is the

combination with the supply chain to ensure the supply of goods to the market and the source of goods is always guaranteed from ingredients to product packaging

Link – In Vietnam coconuts still grow very popular With over 175,000ha of coconuts grown, in nearly all parts of the country In particular, the Mekong Delta accounts for nearly 80% of the country's coconut area with about 130,000ha; provinces with a large coconut

growing area: Ben Tre (over 72,000ha) is considered the capital of Vietnamese coconut trees with an area of >72,000 ha, Tra Vinh (nearly 20,000ha), Tien Giang (over 14,000ha), Vinh Long (over7,000 ha) Coconut is identified as an important crop that provides raw materials for many industries

Overall Coco Industry In Vietnam : Market; Economy

Although evaluated by the International Coconut Community (ICC): Vietnamese coconut has the highest yield and quality in the world, the value brought from this tree is not commensurate with that statement

Coconut trees are very familiar and useful for human life Almost all parts of the plant are useful such as home use, making handicrafts, household items such as chopsticks, tables, shelves, carpet weaving, More than 200 coconut products are produced,

processed for consumption and export such as : Desiccated coconut rice; coconut milk; canned coconut water; coconut candy; coconut jelly; activated carbon; coir thread; coconut oil; coconut mask The export market for coconut products continues to be maintained and expanded Up to now, Ben Tre's coconut products have been exported to nearly 90 countries and territories

Some coconut products have high value : grated coconut rice has an export value 5 times higher than fruit coconut; coconut milk powder is worth 4 times higher than grated coconut rice; coconut milk costs 2 times more than grated coconut rice; coconut cream value 2 times higher than grated coconut rice; pure coconut oil has a value 10 times higher than crude coconut oil; hardened coir thread (impregnated with glue) the export value is 3-4 times higher than coarse fiber thread; single and double fibers export value

is 3.8 times higher than raw fiber only This is one of the potentials coconuts

The price of raw dried coconut in many localities in the Mekong Delta is currently only 5,000 to 10,000 VND/dozen (12 fruits), the lowest price in many years making life difficult for farmers (Vietnam Communist Party Newspaper - 14/07/2022)

Seeking to process organic coconuts At the same time, the industry will coordinate with the Department of Industry and Trade to strengthen support for enterprises to

promote coconut processing activities into coconut oil products, canned coconut water, fine arts, cosmetics to serve export needs

For example, Cocoxim has been present in many stores and supermarkets in the UK, Germany, Italy, Czechia, Netherlands, Sweden, etc., meeting the increasing demand for enjoyment of the European market

2.1.2 Customer Needs (Demands)

Coconut water is gaining popularity as a drink used for rehydration, but is also an ingredient in low – calorie beverages Leading beverage companies are driving the

demand further by creating innovative products based on coconut water

China is the leading market for Vietnam's coconut imports with 30.4% market share, reaching 33.2 million USD

On the Belgian market, Cocoxim Vietnam is gradually becoming the preferred coconut water brand in Asian supermarkets and restaurants here Betrimex's Cocoxim canned coconut water products have enough quality certification to be exported to any country in the world

2.2 - Environment – Porter's Forces

2.2.1 Definition

Is a model that identifies and analyzes the 5 competitive forces in every industry and helps identify industry weaknesses and strengths

Purpose :

• Measuring the impact of 5 competitive pressures on business development

• Identify the strengths and weaknesses of each industry so that appropriate

development strategies can be devised in the future

2.2.2 Analysis of Betrimex's five forces

Potential of New Entrants

• The attractiveness of the industry

o Demand for products increases by nearly 35% per year with more than 50%

of city consumers gradually turning to healthy beverages, derived from nature

o A series of products were born from large and small brands such as Twister cam of Sunstory PepsiCo, C2 of URC efforts to seize the opportunity of this lucrative non-carbonated beverage market to gain significant market share

▪ Low cost of entry

▪ The cost of production is constant compared to old products

o Low product differences between businesses

o There are still many market gaps for new businesses

• Commercial factors :

o Distribution system, brand, customer system are important factors to

evaluate the competitiveness of competitors

o In the convenient beverage industry, there are many businesses that have strengths in brand, have a loyal customer base and the distribution system is always a formidable competitor of Betrimex

 Based on the analyzed factors, my team identified dairy enterprises such as

Vinamilk, TH Truemilk, Tan Hiep Phat, Lavie, although they have not focused on the beverage industry in terms of health and convenience, but based on their

economic potential, experience, production scale and existing distribution

channels, they will easily enter the health beverage market, convenience in the future

Threat of Substitutes

Definition : Alternative products are products that have a demand equivalent to

products in the industry The main competitive pressure of substitutes is the ability to meet demand compared to products in the industry, in addition to price, quality, other environmental factors such as culture, politics, technology also affect the threat of

substitutes

In the beverage industry, especially non-carbonated beverages such as green tea, herbal tea, orange juice, the threat from alternative products is higher because this is a common and popular product in the market

Currently on the Vietnamese market, there are more than 300 types of soft drinks of all kinds, each of which hits different tastes such as: cooling, healthy, beautiful skin,

slimming

In the past, our country's beverage market was usually water products with gas, very few products extracted from nature, fruits and no gas But in recent years, because

customers are gradually favoring beverage products derived from nature, beverage

businesses have boldly invested in new production lines to meet the needs of customers

In the past, our country's beverage market was usually water products with gas, very few products extracted from nature, fruits and no gas But in recent years, because

customers are gradually favoring beverage products derived from nature, beverage

businesses have boldly invested in new production lines to meet the needs of customers These substitutes completely affect the competitiveness and competitive intensity of the product, the more replacement products, the lower the competitiveness, the higher the intensity requires non-gas beverage manufacturers to focus more on their marketing

Power of Customers

Definition : According to Porter, a customer is a competitive pressure that can directly

affect the entire business of the industry

According to BMI, Vietnam is one of the most attractive food and beverage markets globally (ranked 10th in Asia) in 2019 According to estimates, there will be about 17 million middle – C lass households in Vietnam by 2030, Vietnam is expected to become the 3rd largest market in terms of the number of consumers and the 5th largest in terms of total spending in Southeast Asia by 2030

 Therefore, the beverage market in Vietnam is focused by the people and won great attention

 Buyers are much larger than sellers

According to competitor analyses, alternative customer sources are readily available Betrimex's customer conversion costs are high and customer supplier conversion costs are low

In this day and age, customers have an extremely high ability to link, which can knock down any business

 Customer power is high

Power of Suppliers

Definition : The number and size of suppliers, the ability to replace suppliers and their

products will determine their competitive pressure, negotiating power for the industry or

business In addition, the reputation of suppliers also greatly affects the choice of inputs for businesses

Raw materials: For Coconut products from Betrimex, it can be seen that the bargaining power of suppliers is not great because the main source of raw materials for producing products mainly comes from coconut, sugar and some other flavorings, but the above ingredients have many different suppliers in the market, can completely meet the needs of Betrimex

Source : Coconuts are sought after from farmers in the local area of the province and

are famous It is easy to see that the bargaining power of farmers in Vietnam is very small

or even nonexistent For other suppliers of raw materials, it is not too difficult, for

example, sugar materials, in Vietnam, there are dozens of sugar factories, not to mention imported sugar suppliers, from outside

 Therefore, competitive pressure and negotiating power from suppliers of sugar materials in particular or other raw materials in general is not great

 As an advantage for the non-gas beverage industry in general and the Coconut beverage industry inparticular to develop respect

Competition in the Industry

The number of businesses operating in the beverage industry has increased quite a lot Specifically, this is an industry that has an average number of users per day at nearly 50%

According to vietnam beverage market statistics in 2020 : 85% of the annual

production and consumption of Vietnam's beverage market comes from soft drinks, instant tea, fruit juices of all kinds, energy drinks The remaining 15% is due to mineral water accounting for the rest At the same time, the beverage market is growing quite fast,

so businesses now focus on expanding production capacity and distribution systems such

as Tribeco, Betrimex, Coca Cola

In the current beverage market, there are two product lines : carbonated soft drinks and soft drinks in the fruit industry group, products with differences in the same industry to

serve each customer with different needs, the competition is therefore low, basically because customers in one segment will not prefer to use products in another segment

 The lower the level of differentiation, the higher the level of competition

 Based on the product industry and customer file, my team gave some examples of Betrimex's current direct competitors such as: Vico Fresh coconut water of ACP, Vietcoco coconut water of Luong Quoi company, Datafa coconut water of Datafa company, Vinamilk Coco Fresh coconut water of Vinamilk,

2.3 Direct Competitor

2.3.1 About Beinco

BEINCO is the leading manufacturer and exporter of coconut food and beverages in Vietnam, with a scale of 02 factories, 08 production lines, a total area of over 02ha of land, more than 200 employees, and experience with more than 7 years of operation, BEINCO has gradually built the trust of customers and gained a solid foothold in the market

2.3.2 Achievements

Quality Certification

• BRC Certification

• EU – Organic

• USDA – Organic Certification

• Halal Certification (Jakim)

• Halal Certification (UAE)

• Kosher Certification

• FDA Certification

• The Vietnamese High Quality Product – Global Intergration Standard

• Vietnamese High – Quality Goods Voted by Consumers

• Food Safety Certification

2.3.3 Mision/Vision

Vision

Become a trustworthy manufacturer and exporter of coconut products with worldwide

recognition

Mision

• Make the most nutritional and high-quality products

• Increase customer satisfaction

• Build capability of producer

• Improve and develop employees' skills

• Social and Environment Responsibility

• Sparkling coconut water

• Coconut milk drink

Organic Product

• Organic coconut milk

• Organic coconut cream

• Organic sweetened condensed coconut milk

• Organic desiccated coconut

• Organic virgin coconut oil

2.4 S.W.O.T

Competitor SWOT

2.4.1 Strength

• Product :

o Variety of Products : There are more than 20 distinct product categories, including dried coconut rice, coconut oil, coconut milk, and coconut In addition to canned coconut water, Beinco consistently keeps clients by offering additional distinctive items like: Sparkling Coconut Water

Coconut Cream Coconut Chips

o Ingredients made of organic coconut: Ingredients made of organic

coconut adhere to international standards Currently, Beinco's goods have obtained Ha La and Kosher certifications, as well as meeting US and EU food safety standards

o Ben Tre-Beinco Coconut Investment Joint Stock Company has achieved honors like the following thanks to the brand's reputation for quality: The

most prestigious brand in Vietnam is Gold Cup Top 10 Prestigious Vietnamese Brands in 2021, Vietnamese Sustainability in 2021, and Sustainable Vietnamese Brand in 2021

o Advanced processing technology: Advanced processing technology: Ben Tre Coconut Investment Joint Stock Company (Beinco)

constructed a facility in Ben Tre and made investments in edge production machinery and equipment creates coconut goods that are available in many nations worldwide and meet international requirements

cutting-• Price :

o Coconut Water With Gas Delta Coco 330ml: 13.000 ₫

o Coconut Milk Drink With Coconut Jelly Delta Coco 290ml 18.000 ₫

 Prices of Beinco products range from The price is not too high, suitable for many subjects (students, office workers, )

o All of Beinco's production and processing steps use cutting-edge

machinery and technology Beinco has a network of manufacturing facilities, cutting-edge equipment for production, a skilled workforce, and expert production management Since then, the company has

improved product quality while using less raw resources, as well as increased manufacturing productivity and decreased product costs to satisfy various consumer demands

 Beinco has successfully decreased the price of its products

• Place:

The unique brand "Delta Coco" of Beinco is sold on e-commerce sites including

Amazon, Alibaba, Tiki, Lazada, Shopee, and Ben Tre Trade, and it is available in the

Americas, Europe, and the Middle East

2.4.2 Weaknesses

Although Beinco considerably benefits from allowing in a lot of "sharks," or

significant economic organizations, practically all stores in Europe carry Ben Tre coconut products, which are made at Beinco's factory There is a lot of output on store shelves

The fact that the factory's products do not yet bear the Beinco brand name on the label, however, worries Mr Tran Van Duc because the recently founded company still depends

on powerful international names to sell to customers

2.4.3 External links

• Having a high rate of export and foreign entry: Based on the production

capacity and resources of the business, Beinco increases the value of products step by step to realize the strategic goal of developing the domestic market and promoting the export of processed coconut products to the country, major

markets in the world

• Beinco is considered as one of Vietnam's top exporters of coconut-related

goods :

o Despite the fact that it has only been in existence since 2017, the

products are exported to more than 40 nations and territories, including challenging markets like the US, Europe, Australia, and the Middle East Its reputation, product quality, and development potential are highly valued by both domestic and international partners

o At international trade shows and exhibits like Dubai; Foodex Japan, Seul Food Korea, and Anuga Germany, a lot of products are introduced Currently, Beinco is the market leader in regions like Europe (40%), the Americas (20%), Oceania (10%), the Middle East (10%), or in

developed nations like Sweden and the Netherlands

• Promotion

o A delegation from the Ministry of Foreign Affairs visited Ben

Tre-Beinco Coconut Investment Joint Stock Company on January 2, 2022, for the purpose of exchanging ideas and learning more about the company's operations

o The delegation was led by Mr Vu Quang Minh, Deputy Minister of Foreign Affairs, Ambassador Extraordinary and Plenipotentiary and Plenipotentiary of the Socialist Republic of Vietnam in Germany, along with Vietnamese ambassadors to Egypt (concurrently Sudan, Lebanon, Tunisia), Bulgaria (concurrently Macedonia), Saudi Arabia (concurrently Hashemite Kingdom of Jordan, Kingdom of Oman, Kingdom of

Bahrain), State of Libya, Djibouti, State of Palestine

o This is an opportunity for Beinco to increase its export capacity,

publicize and launch its high-quality products to new markets, while also developing numerous new product lines from Ben Tre coconuts that adhere to the strictest requirements satisfy both domestic and foreign consumers' requirements and tastes

• Purchasing of supplies for use :

o The specific production land of Ben Tre in particular and the Mekong Delta

in general are fragmented due to history, making it challenging to focus on 5–10 hectares, according to the chairman of the board of directors of

Beinco More than 3.2 million hectares of coconuts are grown in Indonesia, 3.1 million in the Philippines, and some households have more than 1,000 hectares of coconuts

o Although not as productive as other regions, the Mekong Delta's coconut production is outstanding In Ben Tre, it averages 8,500 to 11,000 fruits per hectare, which is the highest yield in the world India comes in second with

an average yield of roughly 8,000 fruits/ha, and Thailand comes in third In Indonesia and the Philippines, the typical coconut yield is only

approximately

 This is an excellent chance for Beinca's orders to rise

2.4.4 External links

• Businesses that participate in the market

• A comparable coconut product, Vietcoco fresh coconut water brand, was

introduced in 2017 in an effort to capture market share Vinamilk entered the competitive market in 2019 when it introduced Coco Fresh, which was

immediately well-received by customers due to its "shield" from the parent brand

2.5 Build Customer Profile

2.5.1 Group 1 : Health

Prioritization

Facing health problems, we realize that coconut water brings many benefits, typically

as follows:

o Has antioxidant properties

▪ Complete inability to harm the body

▪ Alleviates a state of stress or pain caused by injury

o Have a supply of nutrients

▪ Young coconut stage:

▪ Ripe coconut stage:

▪ In addition, coconut water contains 46 calories and other positive nutritional components such as Carbs, Protein, Vitamin C,

o Help support health issues

o Restore energy after each prolonged exercise – sports

o As a source of nutritious water and electrolytes

o Boosts energy and immunity for the body

Source : cua-nuoc-dua-tuoi/

https://hellobacsi.com/an-uong-lanh-manh/thong-tin-dinh-duong/tac-dung-The issues mentioned above can be the impact on customers in choosing coconut water

as a daily product So why customers choose Betrimex's coconut products instead of other coconut products from rival companies:

It can be seen that coconut products from Betrimex are all products made from 100% pure Ben Tre coconut, more specifically, using Organic ingredients for Organic coconut products With the technologies that Betrimex trusts, they have produced products that keep the delicious taste, the nutrients inherent in coconut can be mentioned as K, Na, Ca,

Mg and P

In addition, compared to the bulkiness and inconvenience from whole coconut water products, Betrimex has brought customers canned products but still ensures the value that coconuts bring

The value of the taste that Betrimex brings is natural and true by using technologies to create standard coconut products and receive certification such as: Organic (NOP / EU / Korea / ACO / JAS), Halal, Kosher, BSCI, BRC, FSSC22000, FDA

Success factors

What do customers most expect to achieve when applying your solution?

• Maximize customer satisfaction

o Meet the needs of food hygiene and safety

o Meets the original taste and nutrients of the coconut in the product

o Ensure the benefits of the product for customers

▪ Create customer loyalty to the brand

▪ Create trust and credibility for manufacturers

• Maximize customer choice

o Providing customers with a variety of: Types, quality, value of products suitable to the unique needs, constantly changing of customers , customers can satisfy their needs

• Maximize quality of life

o Participate in daily life, ensure the supply of substances to customers

Cognitive barriers

What makes customers not believe that your solution is a good choice?

• Coconut water is not intended for the following:

o Have diabetes

o Have low blood pressure

o Susceptibility to allergic diseases

• In addition, if customers do not use coconut products appropriately, there will be harmful effects such as:

o Causes electrolyte imbalance, leading to dangerous conditions for the body such as weakness, lightheadedness and loss of consciousness

o Not good for athletes, specifically vigorous activities because coconuts cannot provide enough energy needed like other drinks specifically for sportspeople

 Leads to slowing down the growth process

o Ice cold: Causes the body to get cold, causing abdominal pain, indigestion, low-grade fever or even high fever

o Types of seafood : Causing discomfort, indigestion, bloating -> In particular, for cases of weak abdomen, low blood pressure, weakness of the body

• Consider carefully

o Standard products:

▪ Manufactured by direct UHT technology, sterilization technology ensures quality and food hygiene and safety In addition, it helps the product to have a longer shelf life

▪ Not made from coconut water concentrate

▪ No preservatives

▪ 100% from Ben Tre fresh coconut

o Desire from the benefits of the product

▪ Anti-aging

▪ Helps healthy skin

▪ Rapid energy recovery, mineral and water compensation

▪ Reduces high blood pressure

▪ Suitable for dieters

▪ Can support good digestion

o Positive and honest reviews of customers who have been using the product

• Make a purchase

o Choose to buy products in reputable distribution places such as:

o Convenience stores (Circle K, Ministop, Gs25 )

o Supermarkets (BigC, Lotte Mart )

o Choose conveniently, without wasting time from delivery units present

on the market such as ShopeeFood, GrabFood, BeFood

• Back

o Promotional policies of the product for customers

o Constantly improving images, quality of the product

o Bringing customers the best benefits that come from the product

• Highlight the nutritional value for health of coconut products

• Delicious taste suitable for many audiences

• Innovation and quality packaging

o Create attraction

o Ensure the quality of preservation

• Coconut products from organic, keeping the original taste and nutrients of coconuts

Source :

http://hiephoiduabentre.com.vn/index.php?Module=Content&Action=view&id=4012&It emid=2

2.5.2 Group 2 – Beauty

Prioritization

• Want to prevent aging

• Solving beauty problems (skin, weight loss)

• Find safe and quality products

Success factors

• Have a high sense of beauty

• Towards natural, convenient beauty solutions available without harming health

• Discouraged and doubtful because of poor usage results

Cognitive barriers

Coconut water is not intended for the following:

• Susceptibility to allergic diseases

• In addition, if customers do not use coconut products appropriately, there will

be harmful effects such as:

• Causes electrolyte imbalance, leading to dangerous conditions for the body such as weakness, dizziness and loss of consciousness

o Not good for athletes, specifically vigorous activities because coconuts cannot provide enough energy needed like other drinks specifically for sportspeople

Source:

https://laodong.vn/suc-khoe/nhung-nguoi-khong-nen-uong-nuoc-dua-903703.ldo

• Not only that, coconut water has other limitations and absolutely stays away from other products:

o Chocolate: Makes the body easy to fall into diarrhea, hair loss, especially

in young children

 Leads to slowing down the growth process

o Ice cold: Causes the body to get cold, causing abdominal pain, indigestion, low-grade fever or even high fever

o Types of seafood: Causes discomfort, indigestion, bloating

 In particular, for cases of weak abdomen, low blood pressure, weakness of the body

• Consider carefully

o Standard products:

▪ Manufactured by direct UHT technology, sterilization technology ensures quality and food hygiene and safety In addition, it helps the product to have a longer shelf life

▪ Not made from coconut water concentrate

▪ No preservatives

▪ 100% from Ben Tre fresh coconut

o Desire from the benefits of the product

▪ Anti-aging

▪ Helps healthy skin

▪ Reduces high blood pressure

▪ Suitable for dieters

o Positive and honest reviews of customers who have been using the product

• Make a purchase

o Choose to buy products in reputable distribution places such as:

▪ Convenience stores (Circle K, Ministop, Gs25 )

▪ Supermarkets (BigC, Lotte Mart )

o Choose conveniently, without wasting time from delivery units present

on the market such as ShopeeFood, GrabFood, BeFood

• Back

o Promotional policies of the product for customers

o Constantly improving images, quality of the product

o Bringing customers the best benefits that come from the product

• Highlighting the nutritional value of coconut products

• Delicious taste suitable for many audiences

o Innovation and quality packaging

o Create attractive, eye-catching in the packaging

o Ensure product quality

• Coconut products from organic, keeping the original taste and nutrients of coconuts

• Canned coconut water is widely sold, easy to buy

• Products are produced from fresh coconuts, strictly controlled, ensuring food safety

• Marketed at affordable, affordable prices by consumers

• Coconut water has many healthy uses: beneficial for the digestive system,

attractive dishes: Boiled shrimp / steamed coconut water, stock dishes with fresh coconut water, coconut vegetables,

Creating a healthy dish for cooks who desire to create low-calorie dishes Fresh

coconut water has up to 94% water and very little fat The water contains many nutrients such as 0.3% protein, 4.7% sugar, vitamins A, C and minerals such as Na, K, Ca

It is possible to process the ingredients together with this catalyst to create attractive

dishes Create an abundance of family meals

• Coconut water cannot be combined with some foods such as:

o Coconut water is acidic when combined with protein in milk will cause indigestion, make you uncomfortable and not good for the digestive system

o Seafood : welded When combined with coconut water, drinkers will have indigestion, chills, abdominal pain Especially for people who have just woken up, People with low blood pressure, People with rheumatism

o Chocolate : The protein and calcium in coconut water when combined with the oxalate found in chocolate will produce insoluble calcium oxalate This substance accumulates over time in large quantities that will cause kidney stones, kidney failure or poisoning

Source : https://vinid.net/blog/suc-khoe-va-doi-song/nuoc-dua-ky-gi/

Decision criteria

Taste: want the taste of coconut water as original as possible

Coconut water retention time : The time to retain coconut water: coconut water adds the most nutrients when the coconut has just been picked At this time, the concentration

of nutrients in coconut water is higher, the longer it is left, the more the minerals of coconut water will change and disappear At that time, coconut water will not have many nutrients to provide to the body, especially coconut water the longer it takes, there will be oil layers on the surface of the water -> PD can think about this factor because cooking

housewives do not run out of coconut water 1 time while cooking

2.5.4 Group 4 – Sport

Prioritization

What makes customers accept and choose their solution because on the packaging of the product will also be a picture of a sports athlete This proves that Betrimex's drink will gain an advantage in appearance for sportsmen Then considering the chemistry, these minerals help with movement, sports:

• Sodium: Provides electrolytes to the body, stimulates the circulatory system, supports the nervous system

• Calcium: Helps strengthen bones and teeth

• Potassium: Regulates water balance, reduces the risk of high blood pressure and stroke

• Magnesium: Reduces stress, helps the heart work better

• Phosphorus: Bridge calcium absorbed into the body and transported calcium into the bones

Source 1 : thieu-cho-co-the-46417.html

https://nhathuoclongchau.com/bai-viet/phot-pho-khoang-chat-khong-the-Source 2 : co-gas-doi-voi-suc-khoe-948656

https://www.bachhoaxanh.com/kinh-nghiem-hay/loi-ich-cua-nuoc-khoang-Success factors

Talking about physical activity, everyone exercises for many different purposes such as: losing weight, keeping fit, healthy body, And the fact that when moving the body is

dehydrated is obvious, customers can choose their products to rehydrate, compensate

minerals to help move for a long time

Cognitive barriers

Pay attention to products that support maximum movement such as: Revive (Suntory Pepsico), Pocari (Otsuka Thang), Because no one thinks that when we exercise hard,

we will drink coconut water to replenish water and minerals They will think of tasteless

drinks or carbonated drinks for refreshment

Interested in competitors' products: Carbonated coconut water (Beinco) Because of competitors' products

is a carbonated product According to the normal body, when we exercise a lot, we will feel thirsty and carbonated water used for refreshment is the most concerned

Buyer journey

When the body warms up, the thing that helps the body cool down is usually coconut (because coconut can help cool down the fastest), so when they look for information

about coconut products that help with movement (weight loss, keeping fit) and they will

consider products in the same segment (because in the coconut segment, there are no

products that specify minerals included in the product helps with movement

Source : https://www.beinco.com.vn/nuoc-dua-co-ga

Decision criteria

About the product: the competitor's product uses aluminum cans to help the

appearance of the product in luxury and modernity rather than paper bottling The use of aluminum cans also helps the product to have more sizes than its own product

(Betrimex)

About services: About competitors' products, they are already on Shopee e-commerce

site (https://shopee.vn/search?keyword=delta%20coco) and their products are not yet (https://shopee.vn/search?keyword=cocoxim%20active) This applies to online shoppers

 In my opinion, the expectation of customers is that their products can be available

in many different sizes (For example, 500ml, ) and can be posted on e-commerce sites making it easier to buy online

2.6 Forecasting Basics

Target Customer

Age : 1 6 – 26

Gender : Male, Female

Location : Ho Chi Minh city

• The market of coconut supplier is increasing in Vietnam

• In beauty, people have a trend in using natural products especially after covid

• They care about appearance, inner beauty, priority self – care

• The people 26 – 40 care about family health, have the need of natural product They have the ability to pay for their need

Why?

• It not only brings vitamins B2, B3, C to improve the skin but also a good choice to drink when thirsty

• Coconut water has antinucrotial properties which help aidinfighting

• 100 grams of yogurt make 1 magnesium

 Reproduction of cells and tissue removal of dead cells

• Solve the need of supportive products to make sure good health and beauty in beverage

2.7.2 Bottled coconut water

Idea

• According to many surveys, in about 100g of coconut water, it contains high fiber content compared to other types of water, such as filtered water, compared

to skin

• Using serveral times aday will help customers achieve their weight loss needs

• Can serve as a dessert after every meal

Needs

• Through a survey in Vietnam, 79% of Vietnamese people care about their body shape and 53% think they are a big fat

Customer segmentation

• It can be seen that the demand for beauty at the present time is increasing

 People of all ages have the need to have a beautiful body, good health and fight dangerous diseases

• People who are trying to lose weight say there are many reasons to do so

Why?

• The fact that coconut water contains high fiber content

 Slowsdown the absorption of food and limits the users's appetite process

• Use coconut water alots

 Gives users have a feeling of fullness, does not make a body cravesnacks

• Can become a daily instead of filtered water In addition, improving heath and very suitable for customers wishing to lose weight

2.7.3 Coconut Liquor

Market segment and targeted customer

• People above the age of 18 who consume liquors and are living in Vietnam

• People who often consume cconut beverage products

o Audience of personal development channels

o Offen run the dealine by night

o Begin to pursure a healthy lifestyle

 The age when ageing begins, so knowledgable young people will peactice a

healthy lifestyle

• 24 – 30 :

o Working people

o Awareness of their ongoing aging problems

o Pressure form people at the same age