Reportintroduction to e commercebuilding e commerce projectearthpack

Trang 8 The consumption trend of straws: Using paper straws is 121 people, accounting for 60.5%;Reed grass 74 people, accounting for 37%; Other raw materials is 5 people, accounting for

University of Economics and Law - VNU HCMC

FACULTY OF INFORMATION SYSTEM

1 Nguyen Thuy Chi - K224111445

2 Le Nguyen Ai Hong Ngoc - K22411

3 Nguyen Ngoc Nha Linh - K224111455

4 Dinh Mai Thu - K224111464

Ho Chi Minh - 2022

TABLE OF CONTENTS

CHAPTER 1 FORMING IDEAS AND DEFINING STRATEGIC GOALS 4

CHAP 4: CREATE DIFFERENCES AND BRAND POSITIONING 11

7.2 Components of supply chain 20

9.3.1 Expanding product lines and scale of development 30

9.3.3 Developing products with breakthrough technology 31

9.3.4 Community activities for sustainable success 31

LIST OF FIGURE

Figure 5.1………

Figure 5.2………

Figure 6.1………

Figure 6.2………

Figure 6.3………

Figure 6.4………

Figure 6.5………

15 16 19 20 20 21 21

CHAPTER 1 FORMING IDEAS AND DEFINING STRATEGIC GOALS

1.1 Overview of ideas

At present, environmental issues are becoming more and more concerned This becomes atopic that is mentioned much in mass media, in workshops and in large-scale events The constantchange of the industrial background is also one of the reasons that lead to severe environmentalpollution problems, and more than ever, it is now the time we have to jointly hold this planet.Understanding that, our team has chosen to build a business project of natural, environmentallyfriendly bag products

1.2 Overview of the eco-friendly package market

With consumers’ awareness of eco-friendly products, more and more people are willing tochoose eco-friendly products (Yadav et al., 2019)

The study surveyed 230 consumers in Tra Vinh City, resulting in 200 valid votes Thedescriptive statistical results are presented as follows:

In terms of gender: In the total survey, men accounted for 43% with 86 people, and womenaccounted for 57% with 114 people

Regarding ethnicity: Kinh ethnic group accounts for the majority with 83% (equivalent to

166 people), Kmer has 20 people accounting for 10%, and the remaining 10% are other ethnicgroups with 14 survey participants

About Career: Students have 49 people, accounting for 24.5%; Teachers/officials had 39people, accounting for 19.5%; Trading/trading has 32 people, accounting for 16%; Office workershad 27 people, accounting for 13.5% The remaining 17.5% are working in other occupations(equivalent to 35 people)

Regarding Education Level: The largest number are undergraduate and postgraduate with

107 people, accounting for 53.5%; High school, intermediate, and college accounted for 35.5%with 71 people; Middle school and below had 22 people or 11% This shows that the subjectssurveyed are a group of people with relatively good occupations, an average income of about 6.5million and they have an understanding of environmentally friendly products

Regarding the level of use of paper cups and straws: At the occasional level there were 156people, accounting for 78%; The regular level has 35 people, accounting for 17.5%; Unused were

9 people, accounting for 4.5% About

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The consumption trend of straws: Using paper straws is 121 people, accounting for 60.5%;Reed grass 74 people, accounting for 37%; Other raw materials is 5 people, accounting for 2.5%.

As can be seen, consumers tend to choose to buy paper straws because it is easy to find them indepartment stores, and supermarkets and the price of paper straws is also more competitive thanstraws made from other friendly materials

About the level of willingness to spend on straws made from environmentally friendlymaterials: Less than 1,000 VND/pipe has 104 people, accounting for 52%; The level of 1,000 -2,000 VND/pipe has 84 people, accounting for 42%; The level of over 2,000 VND/pipe has 12people, accounting for 6%

1.3 Reasons to choose this topic

According to estimates by the Ministry of Natural Resources, Every year more than 1.8million tons of plastic waste is discharged in Vietnam but only 27% of it is recycled Plasticconsumption per capita in Vietnam has increased sharply from 3.8kg to 41.3kg per person in theperiod from 1990 to 2018 The abuse of non-biodegradable plastic bags and single-use plasticproducts has been having incalculable consequences for the environment

In the face of concerns about the rise of single-use plastics, environmental inventions arebeing welcomed by consumers and since then, a series of utility products have been replaced.Grasping that trend, the team decided to choose bags made from natural materials, easilydecomposed, and environmentally friendly, and built a sales website to be able to easily access theneeds of businesses as well as spread environmental campaigns

1.4 Style

Aim for elegance, the main colors are green and brown for the website Green, in addition torepresenting the environment, nature - the main raw material for the production of environmentallyfriendly products, also represents luck, bringing a sense of comfort and freshness Combining thebrown color of the trunk represents reliable, solid durability as our sense of responsibility with ourbeloved product when it reaches customers

1.5 Name and logo

With our main products are environmentally friendly packages, we convey the message: “Your Convenience- Our Environment” through the name “ EarthPack” Following this, choosing

FORD Report Group

5 - tài liệuKinh

17

the name “ EarthPack” means that our products can replace disposable plastic containers with friendly materials This cannot only maintain the message “ Your Convenience” but this way canalso positively affect the environment due to the reduction of plastic

4.600/1unit

Bassage Box- 700 (Capacity: 700ml)

3.500/1unit

Bassage Box- 3T/750(Three containersCapacity: 750ml)

7.500/1unit

Bamboo Flask Bamboo Flask - 350ml 150.000/1unit

Bamboo Flask - 400ml 170.000/1unitBeewax Fabric Beewax Fabric - S

( Size: 16x16cm)

32.000/1unit

Beewax Fabric - M(Size: 21x21cm)

53.000/1unit

Beewax Fabric - L (Size L: 26x26cm)

80.000/1unit

Bee Hive Bubble Wrap Bee Hive Bubble Wrap - 82.000/1unit

Brown(Size: 0.3x25m)

"Bee Hive Bubble Wrap Grey

Wood Spoon 16cm 45.000/100unit

CHAPTER 2: DEFINING STRATEGIC GOALS

2.1 Short-term goals (1 year):

- Reach at least 50 customers per day

- Each item has at least 5000 products sold

- Protect the environment but still keep the convenience criteria

- Bringing eco-friendly packaging to the masses and changing consumer perception of use

- The introduction of pure Vietnamese raw materials

CHAPTER 3: DEFINING BUSINESS MODEL AND REVENUE MODEL

In addition, for this project, besides using the B2C model through e-commerce, the teamalso wants to combine it with traditional commerce That is, customers can both buy goods directlyfrom the store, can order on the website, and receive goods at home

3.2 Revenue model

The team aims at 2 main revenue models corresponding to different stages of the business:

- When the business is young, not widely known and the number of customers is small, therevenue model is from the cost of selling products

- When the business has achieved a certain foothold, brand position, and a specific number ofcustomers, the team will develop a link revenue model, i.e the profit earned from runningads for other businesses and brands

3.3 SWOT of our business and revenue model

3.3.1 Strengths:

- The production process is guaranteed to be safe

- The product prices are reasonable Product prices are cheaper than competitors in thesame industry

- The product offers safe solutions to the environment and health instead of

traditional toxic products

- Launch multiple campaigns to attract customers

- Wide range of products to fully meet the needs of customers

- Modern production lines and techniques EARTHPACK's products are manufactured

at a factory that meets the requirements of closed hygiene and is not contaminated at all stages of production, meeting the strict conditions of the Ministry

- Young brand: Brand awareness is not high

- Not reaching a large number of clients

3.3.3 Opportunities

- Large market demand

- Trends concerning sustainable products are on the rise, customers will look forproducts that protect the environment that is safe for their own health

- Customer demand for ordering product services online is increasing

- The source of raw materials for the production of products is diverse from bothdomestic and foreign sources

3.3.4 Threats

- Changing consumer behavior

- Many strong competitors with great financial potential

- More and more domestic and foreign brands are entering the eco-friendly packagingbusiness market

CHAP 4: CREATE DIFFERENCES AND BRAND POSITIONING

4.1 Customer service and care

We consider online customer care to be one of the most important parts to differentiate andposition the brand in the following ways:

4.1.1 Online

- There is an automatic message answering system with a staff on-site 24/7 to reply tocustomer for support with the policy that customers do not have to wait more than 1minute to receive a message reply

- Create a customer information data system,point accumulation programs, loyaltyprograms, specifically discounts on birthdays, holidays

- Message via gmail, phone number, posts on social networking platforms, commerce platform about sales off events, product launch events, new collection,customer gratitude programs on the office foundation anniversary company

e Ask for feedback from customers about the points that need to be fixed by thebusiness periodically, for example, fill out the survey form and they will receive asmall discount for the next purchase

- Supporting customers to join hands to protect the environment , business is thebridge that brings customers closer to the mission of saving the Earth and enhancingcustomer value For example, a part of profit is deducted to donate to environmentalprotection funds to plant trees that cause waste

4.1.2 Offline:

- Beautifully packaged with unique materials and patterns of the package to create abrand mark (honeycomb shockproof paper, sticker, card conveying the message ofenvironmental protection )

4.2 Style

- Towards environmental protection with the color theme of green and brown Green is thecolor of plants, a color that is easily seen in nature, is the main source of the brand's eco-friendly products, giving people a feeling of freshness and comfort Plus, the color brown ofthe trunk represents the solid and enduring reliability as our sense of responsibility for ourtrusted product when it reaches our customers

- Staff are well-trained in both soft skills and professional skills:

● Soft skills and attitude requirements :skills when working for businesses (socialskills, teamwork skills, presentation skills, communication skills, cooperationskills ) , skills working with customers (listening skills, problem-solving skills );

be always enthusiastic, dynamic, have great passion and interest in the mission ofprotecting the environment - using alternative products

● Professional skills: Skills to work on electronic devices and network platforms(office informatics, catching the trends ) because the company mainly does business

in the form of e-commerce, with an in-depth understanding of how the company'soperating knowledge, the company's mission, and the expertise of substitute products(how to use, how to store )

4.4 Ensuring the quality of products

- The products are researched, modified and perfected carefully (in terms of durability, safetywhen using by the form of enterprises committing to contract with the manufacturer )

- Products that are in stock or out of date will be returned for remanufacturing and recycling

- Perform statistical quality control with variable AQLs

- Report on quality history by vendor, division, brand, and country of origin ( labels, )

- Shoot short videos of several parts of production process and upload to platforms like TikTok ( a form of marketing support)

4.5 Design

Based on the style in section 4.2, we design according to that theme:

- The main color tones are brown and green with the meaning stated in section 4.2

- Fonts can be formal or multi-style (cute, caligraphy, ) depending on the theme of the event.However, the design needs to convey the content requiring writing in an easy-to-read format

- Brand-style sticker, images are carefully reviewed for copyright, meaning

- Content and design are carefully censored before publication to limit cases of controversiesthat are easily misunderstood or copyright problems

CHAPTER 5: PRODUCT DEVELOPMENT AND MARKET STRATEGY

5.1 Product development

- Diversification of products

- Ensure the quality of production inputs and products sold

- Collect customer reviews for product development

- Create unique product characteristics to increase brand awareness

5.2 Market analysis

Figure 5.1: Surveys of countries polluting the oceans the most

According to statistics, Vietnam ranks 4th in the world in the amount of plastic wastedumped into the ocean

Facing that alarming reality, the State and many large enterprises in Vietnam haveconstantly made efforts to bring "Green Marketing" programs Specifically, Lotte Mart sells paper

straws, food boxes made from bagasse, and eggs in paper packages instead of plastic containers.Big C offers biodegradable bags made from cornmeal,

Since then, there have been significant changes in consumer perceptions Many people arewilling to pay a higher price to own "green" and "clean" products instead of plastic products In asurvey in Tra Vinh province, consumer perception was measured by 4 observed variablesincluding I always prioritize buying drinks at stores that use paper cups and paper straws (Envir1);

I switched using paper cups and paper straws for the environment (Envir2); Use paper cups, paperstraws are necessary to protect the environment (Envir3); and When there is a choice betweenequal products, I always buy products that benefit the environment (Envir3)

Figure 5.2: Survey of using eco - friendly products

The survey results showed that the majority of consumers answered with or abovestatements This shows that consumers in Tra Vinh have an interest in protecting the environment

Group 2: People aged 27 and over

- Often married, or financially stable, should be interested and able to pay for healthyproducts

- Increase brand awareness and expand the market

- Maintain customer satisfaction with product quality as well as service quality

- Maintain customer relationships through effective customer relationship management

- Increase customer engagement on social media by building a brand's own book-coloredsocial media

- Attract the interest of customers through the promotion and launch of new productsregularly

- Launching promotions, and environmental campaigns

5.3.1 Market trends

- Product recommendations through customer purchase history

- Changing social media platforms, not only on Facebook, and Instagram but also onTiktok, Build content, images, suitable for each platform

- Build environmental fundraising campaigns

5.3.2 The market needs

Consumers looking for environmentally friendly products often want to find a newproduct, safe for health and meets the "no guilt" mentality when using products harmful tonature From there, businesses will need to provide a completely "green" experience forcustomers That is, from using the website with a friendly, simple, easy-to-use interface, toproducts, product packaging is all environmentally friendly products

- Apply discounts and promotions on special occasions