(Tiểu luận) marketing situation analysis andmarketing plan proposal for chuk chuk

INTRODUCTION "Chuk Chuk is proud to bring customers not only a taste full of experience, but also enjoy a proud story about Vietnamese culture and people." Chuk Chuk, pronounced as "a li

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

-MARKETING MANAGEMENT

ESSAY MARKETING SITUATION ANALYSIS AND MARKETING PLAN PROPOSAL FOR CHUK CHUK

Lecturer: Kseniia Kholkina

Students: 1 Ngô Thị Bích Loan - 205044818

7 Nguyễn Lê Hồng Vân - 205041515

8 Nguyễn Tiến Duy - 165080383 Course code: MKT1102E.B01E

Ho Chi Minh City – 2022

TABLE OF CONTENTS

TABLE OF CONTENTS 2

INTRODUCTION 4

CONTENT 5

I INTRODUCTION 5

1 Summary 5

2 History 5

3 Awards and Achievement 6

4 Message of Chuk Chuk 6

4.1 Vision: 6

4.2 Mission: 6

4.3 Core values 6

4.4 Business philosophy: 6

II THE MARKETING ENVIRONMENT 6

1 The macro environment: 6

1.1 Demographic environment 6

1.1.1 Population 6

1.1.2 Age structure 6

1.2 Economic environment 7

1.3 Cultural environment 8

1.4 Technological environment develop of technology 8

2 The micro environment: 8

2.1 The company: 8

2.2 Suppliers: 9

2.3 Marketing intermediaries: 9

2.4 Competitors: 9

2.5 Customers: 9

2.6 Publics: 10

III SWOT ANALYSIS: 10

1 Strength 10

2 Weakness 11

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3 Opportunity 11

4 Threat 11

IV SETTING MARKETING GOALS: 12

1 What is a marketing goal? 12

2 Setting Marketing Goals 12

2.1 Increase business sales 12

2.2 Increase brand awareness 12

V STP STRATEGY: 12

1 Segmentation 12

1.1 Geographic segmentation 12

1.2 Demographic segmentation 12

1.3 Behavioral segmentation 12

1.4 Psychographic segmentation 12

2 Targeting 13

3 Positioning 13

VI MARKETING 4Ps STRATEGY: 14

1 Product 14

1.1 Product mix 14

1.2 Product quality 15

1.3 Branding 15

1.4 Packaging 15

2 Price 15

2.1 Price strategy 15

2.2 Price-adjustment strategy 16

3 Place 17

3.1 Supply chains and the value delivery network 17

3.1.1 Physical Store 17

3.1.2 Online Shop 17

4 Distribution channel management 19

5 Promotion 19

5.1 Promotion strategy 19

5.2 Promotion mix 19

VII MARKETING BUDGET: 19

1 Sales Funnel 19

2 Total Marketing Budgets 19

3 Annual Marketing Budgets 20

4 Conclusion 24

REFERENCES 25

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Chuk Chuk is a new member in the F&B industry, the brainchild of the big company KIDO Although there is support from a big company in products, quality, and staff, there are still many shortcomings in marketing and that is in the morning every day there are very few customers, especially Especially every Friday, the number of visitors is less than the rest of the days This is the reality of Chuk Chuk affecting revenue, so group 2 will present proposals to solve these problems

I INTRODUCTION

"Chuk Chuk is proud to bring customers not only a taste full of experience, but also enjoy a proud story about Vietnamese culture and people."

Chuk Chuk, pronounced as "a little bit", is a way of saying that Gen Z Vietnamese uses

as a habit with wit and humor Chuk Chuk was born in the Gen Z era, when the young generation is gradually asserting their strong influence in all areas of life, so Chuk Chuk is proud to be one of the pioneering beverage brands bold, innovative, modern and

international With brand design and colors that make "love at first sight" in all visual stories,Chuk Chuk creates a "lifestyle" space to spread creative inspiration and positive energy extreme to everyone

Chuk Chuk offers specially crafted Tea, Ice Cream and Coffee dishes with ingredients created by a team of dedicated baristas Chuk Chuk is proud to bring customers not only a taste full of experience, but also enjoy a proud story about Vietnamese culture and people Adding a "little" of delicious toppings for cool summer ice cream, or black sugar coffee, fruittea all promise to conquer everyone's taste Chuk Chuk confidently guarantees the most perfect core value to consumers, blending with trendy flavors to bring a special taste explosion

1 Summary

Chuk Chuk is a rookie of the Vietnamese F&B market, just launched in early June

2021 Business registration certificate number 0316644191 was first issued by the Department of Planning and Investment of Ho Chi Minh City on December 16, 2020

Full name: TTV Trading Investment Joint Stock Company

Name: Chuk Chuk

Logo:

Slogan: Tự hào thương hiệu Việt

Authorized capital: 100 billion VND

Head office: No 20-20B Tran Cao Van, Da Kao Ward, District 1, Ho Chi Minh CityPhone: 0939266625

Website: https://chukchuk.vn/

Email: infor@chukchuk.vn

2 History

CHUK CHUK – TỰ HÀO THƯƠNG HIỆU VIỆT

As a member of KIDO Group, Chuk Chuk is inheriting and owning many advantages with the desire to bring the most high-class products to customers not only through

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experiential flavors, but also enjoying a full-fledged story proud of Vietnamese culture and people.

CHUK CHUK was established in early June 2021 and is starting to develop in a positive trend

3 Awards and Achievement

Although a new company appeared recently, Chuk Chuk has proven its position when behind a big man like Kido support has achieved many goals: opening speed Fast delivery, can be combined with the top chain stores in Vietnam GS25 as well as access to the shopping centers of Central Retail - Thailand's retail group

4 Message of Chuk Chuk

4.3 Core values

Integrity: Integrity, honesty in conduct and in all transactions

Respectability: Respect yourself, respect colleagues, respect the company, respect partners, respect cooperation

Equity: Employees, customers, suppliers, and other stakeholders must all betreated fairly

Morality: Respect established moral norms and act morally

Retainer: Comply with the law, the Code of conduct and the company'sregulations, policies and regulations

4.4 Business philosophy:

Chuk Chuk aspires to be a popular product in all regions and countries Therefore ,

we keep in mind that Chuk Chuk's companions are quality andinventiveness Customers are at the heart of Chuk Chuk's business, and the companyis dedicated to serving all of their demands

II THE MARKETING ENVIRONMENT

1 The macro environment:

1.1 Demographic environment

1.1.1 Population

The results of the 5th Census in Vietnam show that on April 1, 2019, the total population of Vietnam reached 96,208,984 people According to the portal of the Ministry of Labor, the population of urban areas in 2019 in Vietnam is 33,059,735 people, accounting for 34.4%; in rural areas is 63,149,249 people, accounting for 65.6% Living standards are increasingly improved, this also creates opportunities for

retail businesses like Chuk Chuk to have as much potential and development in Vietnam.

1.1.2 Age structure

Population data by age (estimate):

- 23,942,527 adolescents under 15 years old: 7,7% (12,536,210 boys / 11,406,317 girls)

- 65,823,656 people aged 15 to 64 years: 68,0% (32,850,534 men / 32,974,072 women)

- 5,262,699 people over 64 years old: 24,3% (2,016,513 men / 3,245,236 women)

1.2 Economic environment

According to the forecast of the National Center for Socio-economic Information and Forecast (NCIF), the Ministry of Planning and Investment, on the basis of assessing Vietnam's economic background after the 2016-2020 period, considering the Domestic and foreign factors are likely to affect Vietnam's economy in the coming period, NCIF forecasts that in the period of 2021 - 2025, Vietnam'sGDP growth rate will reach about 7%/year the economy is basically stable, and inflation is at 3.5 - 4.5%/year Labor productivity improved with an increase of about 6.3%/year In general, people's living standards have improved and increased The upward trend in average income will not only create a higher purchasing power in the market but also lead to different consumer needs and wants They may demand more or are willing to increase their spending for factors such as quality, variety, convenience, aesthetics, etc In addition, another trend is the distribution of income Many divisions among the population are also issues that the company needs to pay attention to

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1.3 Cultural environment

The 4.0 era brings easy access to information through newspapers, social networks, and the internet contributing to increasing human demand, Chuk Chuk took advantage

of this opportunity to offer advertisements that target customer's psychology and habits

of using sweet products At the same time, one of the psychological habits of Vietnamesepeople is that they tend to be less likely to change their choices when they trust a certain brand, so it's easier for Chuk Chuk to increase sales and have more loyal customers If quality, brand image, high reputation

1.4.Technological environment develop of technology

KIDO's products are manufactured on a closed modern machinery line system of themost advanced form in the world according to European technology The company has applied standard quality management processes to production such as standard quality management system, total quality management (TQM) KIDO is one of the first enterprises in the food industry to build a factory following GMP (Good Manufacturing Practices) standards, with a modern factory model, all the company's products are manufactured fully automatic, meeting the most rigorous standards of quality and food safety and hygiene for consumers Not only that, KIDO is always aware and strictly implements the production criteria "Green, clean, environmentally friendly"

Accordingly, the Company always prioritizes the use of clean raw materials and imports

a new production line of an advanced generation using energy-saving inverters The company also equips a waste treatment system that meets environmental standards and continuously improves and applies solutions to save energy and rationalize production lines

2 The micro environment:

2.2.Suppliers:

Chuk Chuk's products are made from pure Vietnamese agricultural products, have many healthy nutritional ingredients, and are strictly controlled from raw materials to finished products by Kido's industry-leading development team Chuk Chuk has the advantage of 120,000 ice cream systems across the country, and an existing logistics chain in 61 provinces Kido also has 2 factories in VSIP Bac Ninh Industrial Park and in

Ho Chi Minh City Chuk Chuk products are mostly produced domestically, especially 2 specialties are coffee and tea

2.3.Marketing intermediaries:

Cooperating with a number of foreign partners to develop into Asian countries by implementing international standard franchising policies, supporting partners in terms of image and operational strategy Besides, Kiosk stores are a combination with large distribution chains in the market - Where there is a high density of consumers such as GS25, Mall,

2.4.Competitors:

In the context of the Covid - 19 pandemic affecting the purchasing power of the whole market, when other sectors are having negative growth indexes such as personal care, media, education, entertainment, etc., the F&B industry has accelerated a positive recovery rate of up to 9% in the first months of 2021 (According to In Focus Research, 2021) And fierce competition from big brands, both foreign and domestic such as: Highlands Coffee, Phuc Long Coffee and Tea, The Coffee House, Trung Nguyen Coffee Starbucks in the beverage segment

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Chuk Chuk shops are also suitable as meeting points for groups of close friends or familygatherings.

in Ho Chi Minh City and 32 branches are about to be launched

With brand design and colors built on aesthetic foundations, Chuk Chuk creates a space with a youthful style, suitable for Generation Z: dynamic young people who love

to explore This is also worthy of being a meeting point for groups of close friends or family gatherings In addition, the store is decorated with high aesthetics and photogenic

so that Gen Z can check-in "virtual life" on social networks The store has amenities such as power sockets, group meeting tables, air conditioning, music, windows,…d) Product:

Wide range of products from tea to coffee There are side dishes such as cakes, snacks, ice cream Snacks at Chuk Chuk are products of KIDO group These are items that have been famous and have been on the market for a long time Chuk Chuk's products are unique, catching up with trends, so they are very suitable for GenZ.e) Price:

Cheap price suitable for students These are the GenZ audiences that the company wants to target

g) Endow:

There are a variety of incentives such as gift vouchers, buy 1 get 2, accumulate points

to receive rewards, discounts, free upsize,… Different offers take place every month.Linking cryptocurrency wallets will receive many incentives from Chuk Chuk

GenZ tends to spend a lot on food and beauty Currently, in Vietnam, there are about

20 million people of Gen Z, accounting for more than 20% of the total national population The average monthly spending on shopping - eating of this group of people is about 112 USD (equivalent to 2,582,888 VND) – A relatively large number compared to their average income

Chuk Chuk emphasizes traditional flavors along with novelty, creativity and pays much attention to the health impact of products That is also the current trend of GenZ's drink selection

Vietnam is a developing country in terms of economy, with a fast growth rate Vietnam is in the top 10 fastest growing countries in the world Vietnam is also a country with high economic openness, total trade turnover equals 200% of GDP Therefore, Chuk Chuk has the opportunity for multi-regional development

4 Threat

The drink and food they make are not suitable with almost the genz taste Many criticisms have appeared on social media, the brand needs to focus on these criticisms because theses are to much Most of them come from the comment on tiktok

All of their branches in Ho Chi Minh city take place in the most expensive area but they sell their products cheaper against their competitors Nevertheless, they will lose some profit in their business

Genz and other generations don’t have the habit of going to the cafe shop like ChukChuk in the morning They prefer quick and cheap cafes selling on the roadside for their breakfast because of the lack of time

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The youth love the drinks from the brands have existed for years, for instance: PhucLong, Bobapop, Gongcha, and it will be the challenge for Chuk Chuk to compete with these brands.

IV SETTING MARKETING GOALS:

1 What is a marketing goal?

A marketing goal is a specific and measurable goal that helps you achieve your overall business goals It can be anything from generating high-quality leads and increasing brand awareness to increasing customer value and improving your referral rates A campaign without a clear objective is basically a waste of money

2 Setting Marketing Goals

2.1 Increase business sales

Chuk Chuk increased its business sales by organizing promotions such as new product launches, 20% off for all Kido cake products, promotion promotion buy 1 get 1 free, link with Grab, Baemin, Gojek delivery apps

2.2 Increase brand awareness

With the advantage of being heavily invested by the parent company (Kido) with a total initial capital of 100 billion VND and will continue to increase investment capital to expand its scale in the future, Chuk Chuk is having a starting point good Established in

2021, Chuk Chuk currently has more than 50 stores in the south and has plans to expand nationwide By the end of 2022, Chuk Chuk aims to increase stores by 5 times (200-300 stores) based on Kido's extensive distribution network and open 1,000 stores by 2025.Chuk Chuk's orientation is to open up a lot of points of sale, cooperate with big retailers like GS25 or Central Retail to expand coverage, and even have the prospect of expanding to bring Chuk Chuk as well as essential products of KIDO through Thailand and other countries in the region

new things Gen Z easy to be inspired by beautiful things and its favorite celebrity.

segmentation

Geographic segmentation

Behavioral segmentation

Psychographi

c segmentation

Busy, active, creative, willing to absorb new things

2 Targeting

Chukchuk concentrates on gen Z generation Thus, its stores are located in most of crowed stress and has many student traffic Chukchuk’s stores have a bright tone of color with dominant color is orange, which stands for enthusiasm, creativity and freedom Therefore, Hoang Thuy Linh is Chukchuk’s brand endorsement, who loved by many gen Z

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