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

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

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

1.4 Technological environment develop of technology 8

2 The micro environment: 8

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

VII MARKETING BUDGET: 19

1 Sales Funnel 19

2 Total Marketing Budgets 19

3 Annual Marketing Budgets 20

4 Conclusion 24

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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, fruit tea 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

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 City Phone: 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 4.1 Vision:

Building a ' STARBUCKS VIỆT ' 4.2 Mission:

Chuk Chuk wishes to bring customers ice cream, tea and coffee dishes specially modified from pure Vietnamese ingredients and strictly controlled from production to finished products by the leading development team in the industry.

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 /

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 Vietnamese people 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 the most 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: 2.1.The company:

The organizational chart of Chuk Chuk is presented in a professional manner and the departments are arranged in a scientific and reasonable manner, with specific

decentralization of responsibilities of each member and department in the company The organizational chart helps Chuk Chuk operate in the most effective way In addition, applying modern technology with direct support from FPT Corporation in order to standardize business processes, perfect the management information system (MIS), centralize all data (Big Data, etc.) ) and digital transformation applications.

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,

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

The name Chuk Chuk is inspired by two main elements that show the nature of the product, including: "Tuk tuk" - a popular means of transport in Thailand and "A little bit" - from a medium figurine bringing a playful, witty suit to the target audience of young people, while describing the nature and variety of the brand's menu Shop design and youthful brand colors are suitable for young dynamic personalities, who like to explore

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

2.6.Publics:

Using media, KOLs, and advertising including the appearance of female singer Hoang Thuy Linh.

III SWOT ANALYSIS: 1 Strength

a) Company:

As a member of KIDO Group, Chuk Chuk is inheriting and owning many profits with the desire to bring the most high-class products to customers not only through the taste, but also the proud story of Vietnamese people and culture.

b) Staff:

Staff of Chuk Chuk have a good service attitude, enthusiastic advice and answer all questions for customers.

The manners of the staff is very proper and professional Their uniforms are consistent in style and color.

c) Store:

The store system is located on the main roads and commercial centers, ensuring the convenience of all appointments as well as connecting related shopping facilities in the same area Kiosk is a combination with large distribution chains in the market - Where there is a high density of consumers This makes them easily accessible to potential customers and increases brand awareness quickly Chuk chuk currently has 33 branches 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.

f) Delivery service:

Service of ordering food and drinks through the website or calling and delivering to your place has met the 24/7 online behavior of Gen Z.

Payment in many forms such as direct payment (the buyer receives the goods at the seller's address); Pay later (COD – delivery and collection of money); Online payment via credit card, bank transfer / Momo wallet.

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.

2 Weakness

Products: The development team is new, young and has not yet grasped the tastes of consumers, leading to products that are not of the expected quality.

The distribution channel system is still weak and not diversified Chuk Chuk only delivers to certain districts and within the inner city of Ho Chi Minh City.

Brand awareness is still weak because it is a new brand.

3 Opportunity

Chuk Chuk's target customer is GenZ, a huge source of customers with high growth potential In the next 10 years, Gen Z will become the largest consumer force, playing the role of making important consumer decisions It can be said that Gen Z will be the main source of revenue for not only F&B but also the future economic market Reaching out and engaging Gen Z early on helps brands form an emotional bond with them Over time, once they've won the hearts of Gen Z, the brand will be able to turn them into loyal customers, creating a solid foundation for growth.

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 Chuk Chuk 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: Phuc Long, 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.

V STP STRATEGY: 1 Segmentation

1.1 Geographic segmentation

Chukchuk’s first store and the following were opened in Ho Chi Minh City The brand is planing to continue expanding to several big city like Da Nang City, Ha Noi, etc …

1.2 Demographic segmentation

Customers from 17 to 27 with both genders, including gen Z generation, is the market segment that Chukchuk focus on People at this range of age mostly are student and have modest experience Therefore, their income are averagely medium.

1.3 Behavioral segmentation

The reason of going to a coffee shop is currently not only for drinking purpose They hangout for verbal interact, working inspiration atmosphere.

1.4 Psychographic segmentation

Young adults, especially gen Z generation has an enthusiastic and active lifestyle They work hard and play hard This generation is extremely creative and willing to absorb

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

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.

3 Positioning

Coffee and tea market in Vietnam is extremely diverse, with both domestic and international brands In premium segment, Starbuck has been staying in the number position of high quality and high price so far Following are Comebuy tea and Koi Thé, both brands have got a huge amount of love from Vietnamese customer Especially, Comebuy is a great choice for consumer who care not only about drinks taste but also food hygiene and safety Koi Thé has the higher price with smaller product Katinat, Gongcha and Phuc Long tea perform resemblance, cost around 55000 vnd for a product Chukchuk stands with these brands on quality sector but costs less price There are only 19000vnd to 39000vnd for a Chukchuk standard drinks Chukchuk’s closiest opponents are Tealive, Hot&Cold and

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