With that target customer group, the team began to analyze and realized that customers had a need for a healthy product that ensures nutrients and delicious new flavors.Therefore, the 3
EXECUTIVE SUMMARY
Description of the team
Picture 1: Group 1 with Ms Thuy at "LANH" fairWelcome to the SnowBites Tofu team! Our team is passionate about spreading the delicious,refreshing taste and health benefits of Tofu The purpose of selling Tofu is to share its incredible flavor and health benefits with customers We believe in the power of this exciting beverage to create a positive impact on "Healthy" events in particular and people's lives in general.
Nguyen Thanh Hien Division of work, establish a timeline, sales
Nguyen My Linh Product proliferation, sales
Luong Hoang Tuyet Hoa Accountant, sales
Huynh Thi Kim Nguyet Product proliferation, sales
Nguyen Viet Hoang Negotiation, sales
Trinh Chan Gia Huy Design, sales
Table 1: Role assignmentTogether, we are dedicated to providing our customers with the most refreshing and delightful tofu experience possible.
Description of SnowBites Tofu
SnowBites Tofu targets two audiences: UEF students and university lecturers, and especially those who want a delicious, cool dessert without fear of gaining weight With that target customer group, the team began to analyze and realized that customers had a need for a healthy product that ensures nutrients and delicious new flavors.
Therefore, the 3 SnowBites Tofu flavors selected and imported by the group for sale (from the SnowBites store itself) are Pandan leaf, Chocolate and Matcha With that idea, the team brought
3 different flavors to create a delicious feeling, avoiding boredom for diners.
Tofu is considered a benign, healthy snack with high nutritional content and low energy level,suitable for customers at the fair.
SnowBites produces organic tofu lines with many flavors and completely from natural ingredients to diversify customers' choices:
● Pandan leaves tofu: Pandan leaves are processed and ground to get the juice combined with organic cold tofu powder
● Matcha tofu: A combination of organic cold tofu powder and organic Matcha powder.
● Chocolatelate tofu: A combination of organic cold tofu powder and pure cocoa powder.
Tofu brings customers a fresh and nutritious dessert, suitable for most people Besides, tofu is also especially for those who like to eat sweets but still want to diet and lose weight effectively and appropriately.
- Tofu can be eaten with cheese sauce, ginger sauce or used as a daily snack or dessert
- Delicious, nutritious, healthy snacks for people on a diet or losing weight.
- In addition to enhancing nutrition and supporting digestion, tofu is also beneficial for the growth and development of teeth and bones, and supports hematopoietic function Tofu does not contain cholesterol and is very beneficial for people with high blood pressure, high cholesterol, hypercholesterolemia, arteriosclerosis and coronary artery disease.
We analyzed and selected tofu with 3 different flavors (Pandan leaf, Chocolate, Matcha) from the SnowBites Soya brand - a brand originating from Singapore.
SnowBites tofu is made from pure organic soybean powder imported directly from Singapore,ensuring no use of chemical fertilizers and genetically modified technology.
- 100% completely natural: UNISOY powder is made from 100% organic shelled soybeans, contains no artificial flavors, colorants, non-GMO, produced according to a closed process and technology Modern Japanese and Danish products bring the smoothness and high nutrition of Soybean Powder.
- Quality assurance: The quality and food safety of UNISOY organic soybean powder has been certified by HACCP, Manufactured in Singapore, USDA (from the US Department of Agriculture), Healthier (HCS - for quality standards) and food safety.
- All soybeans are peeled for a sweet, soft taste and high nutritional value, no cholesterol (fat that causes hardening of the arteries), low fat, low sugar and added calcium.
- The tofu processing process is transferred with technology from SnowBites Soya company (Singapore), ensuring no preservatives, colorants and odors are used Therefore, tofu always retains the natural flavor, smooth surface and nutritional value of soybeans.
- Origin of tofu packaging: With the goal of sustainable development (towards the environment), SnowBites use paper (easy to decompose) to contain tofu Take the image of a red logo on an ivory white packaging background to create an appeal and attract customers The packaging is made of soft paper and is designed as a round cylinder (gradually narrowing to the bottom), creating a small and beautiful feeling, easy to take.
- Take-away packaging material: Our group always maintains and aims to protect the environment, all products are packaged with environmentally friendly paper, easily decomposed, and less harmful for the environment Besides, when using tofu, our group also chooses wooden spoons (easy to separate), friendly to the environment.
To follow the "Healthy" criteria, our team always actively provides customers with products that are environmentally friendly as possible.
Tofu is very easy to preserve, you just need to store it in an airtight container, keep it in a cool place (preferably the refrigerator) and use it within the expiration date stated on the packaging (7 days) Because tofu has a soft texture, there is absolutely no need to use preservatives, but only need to be kept at low temperature (keeping freshness), helping you feel more secure when using it.
During the 3 days of the event (December 26 , 2023 – December 28 , 2023), the tofu displayed th th and sold will have the best services for customers such as changing the sauce (cheese sauce or ginger sauce) Even if customers are not satisfied with the products, they can change the new one
The "Lanh" event is held on the 6th floor, UEF campus A, which is a convenient condition to be able to ship to any classrooms If they need the products, we will appear as soon as possible. Credit
SnowBites 3-flavor tofu stall has 2 forms of payment for customers:
- Bank transfer (Momo or Internet banking)
With diverse payment methods, customers can easily pay for products. Product use instruction
Tofu 3-flavor is a very easy-to-use product, just remove the lid and you can immediately enjoy the delicious, cool flavor Besides, customers can be instructed to add sauce (cheese sauce or ginger juice) to enhance the flavor or add pearls to create chewiness, increasing the novelty for customers.
With the above characteristics, our tofu stall is capable of meeting the needs of students, teachers or employees who want to eat delicious, cool desserts, improve their health and especially not be afraid of gaining weight at UEF Besides, with many different familiar flavors (Pandan leaf,Chocolate and Matcha) helps diversify customers' choices Those are the reasons why our group chose tofu as the product to sell in the "Lanh'' fair.
RACI & Objectives
PROJECT TASKS HIEN HOA HUY HOANG LINH NGUYET
Table 2: Work assignment according to the RACI model
Profit/Loss result
The group's initial plan was to import only 80 servings of tofu and 20 servings of pearls. However, after the first day of sales, the number of goods sold exceeded the target the group had set We realized that the number of potential customers coming to buy and repeat customers was higher than expected, so the group decided to import 65 more servings of tofu.
After the first day, the number of people aware of the product increased, helping sales nearly double on the second day, and on the last day, the product price reduction combined with promotional combos, the group sold out all imported goods.
After finalizing, subtract all import costs, product selling costs, stall costs and collab costs from revenue The group earned profits approximately double the set plan.
STRATEGIC CONTEXT ( OPPORTUNITY STATEMENT)
The customer
Geography: Large cities like Ho Chi Minh, specifically at 141 Dien Bien Phu, University of Economics and Finance.
Prefer to buy healthy vegetarian products and an alternative to sweets without fear of gaining weight.
Prefer to buy clean products that are carefully prepared and preserved
Prefer to experience new products
Prefer to eat and drink cool things for dessert during the day
- Students at UEF: They will have the habit of buying snacks during breaks and moving from one study session to another, so the SnowBite 3-flavor tofu product is very accessible to this customer group
- Lecturers and staffs at UEF: Adults will have the habit of liking to eat things that are good for the body and also have a hobby of eating tofu from the past, so the novelty of 3 flavors and added toppings can easily attract to them.
Customer demand (Opportunity) for SnowBites Tofu
- Health-conscious consumers: With an increasing focus on health and wellness, there is a growing demand for healthy, plant-based food options SnowBites Tofu, as a tofu product, may appeal to health-conscious consumers looking for nutritious and high- protein alternatives.
- Vegetarians and vegans: As the popularity of vegetarian and vegan lifestyles increases, there will be a significant market for plant-based protein sources SnowBites Tofu, which is a tofu product, can serve this target group as a versatile and delicious meat substitute.
- Diverse culinary preferences: Tofu is known for its versatility and ability to absorb flavors SnowBites tofu may appeal to consumers with diverse culinary preferences who are looking for a neutral and adaptable ingredient for different recipes.
- Ethical and sustainable choices: Consumers are increasingly conscious of the environmental and ethical impact of their food choices Tofu, as a plant-based protein, aligns with sustainability goals, and Tofu SnowBites may appeal to those who prioritize environmentally friendly and ethical choices.
Understanding and taking advantage of these opportunities can help SnowBites Tofu meet diverse market needs and become a popular choice among consumers.
Benefits from using tofu
SnowBites Tofu is made from pure organic soybeans, shelled, imported directly from Singapore using Japanese & Danish technology and pure filtered water (processed through a modern,guaranteed water filter), ensuring safe and clean water sources Therefore, tofu always retains the natural flavor, smooth surface and nutritional value of soybeans, certified as good for health by the Health Promotion Board - Singapore.
Singapore tofu is low in fat, no cholesterol, rich in calcium, protein and fiber, good for the heart. SnowBites is known as a delicious and nutritious drink made from organic soybeans: Non-GMO,
No preservatives, No artificial colors or flavors
Tofu’s differentiation
The difference of 3 flavors of tofu on the market Instead of other brands on the market in Vietnam that use tofu and heat it up to eat, the product will be a bit liquidy, SnowBites Tofu is considered as a cool dessert Besides, SnowBite's Tofu is somewhat different in that it is prepared with the same 3 flavors: Pandan leaves, Matcha, Chocolate and the product will have a softer texture To increase differentiation and attract customers, tofu can be eaten with other toppings such as ginger sauce, tapioca pearls, cheese sauce
THE MARKET ENVIRONMENT FOR THE PRODUCT
Industry and competitive activities
- Government regulations: There are strict regulations on food safety The Vietnamese Government is implementing many policies to support the development of businesses that follow a sustainable lifestyle, including food businesses This creates favorable conditions for Tofu SnowBites to expand and reach more markets and customers.
- Political stability: Political instability leads to economic instability, affecting business activities of enterprises Additionally, government changes may lead to changes in policy,which may affect the company.
Vietnam's economy is increasingly developing, having a strong and positive impact on the consumption needs of Vietnamese consumers As per capita income increases, people tend to spend more on food, especially nutritious and healthy products This creates an opportunity for the tofu business.
- Regarding per capita income: According to statistics from the General Statistics Office, Vietnam's per capita income in 2023 is estimated to reach 4,285.5 USD, an increase of
160 USD compared to 2022 Average income increased per capita creates opportunities for SnowBites Tofu to expand its target market, especially customers with average income or higher.
- Regarding healthy living trends: According to a survey by Nielsen Vietnam Company , 1 73% of Vietnamese consumers are interested in health and nutrition and they will be willing to pay 10% more to buy products that meet standards Organic and natural foods in Vietnam are gradually popular and highly appreciated by consumers (23%) This is a positive signal for SnowBites Tofu, affirming that it is a healthy, nutritious food to attract customers.
- Regarding raw material prices: Raw material prices in recent years have been relatively stable This helps tofu businesses easily control product prices, thereby improving competitiveness in the market.
Along with economic development, fluctuations in social factors have an increasingly strong impact on business activities.
According to the Vietnam Census , by 2023 the total population of Vietnam will reach 2 99,872,005 people according to the Vietnam population page This is a very necessary factor for
1The Nielsen Company is a global media and market research company, with headquarters in New York, United States.
2Vietnam population and housing census the development of tofu in our country and reality shows that this great potential affects the level of tofu consumption.
The average monthly income of workers in the fourth quarter of 2022 is 6.8 million VND, an increase of 95.000 VND compared to the previous quarter and an increase of 1.5 million VND compared to the same period last year The average monthly income of male workers is 7.8 million VND, an increase of 105.000 VND compared to the previous quarter and an increase of 1.6 million VND compared to the same period last year The average monthly income of female workers is 5.8 million VND, an increase of 83.000 VND compared to the previous quarter and an increase of 1.4 million VND compared to the same period last year => An increase in income shows customers' ability to pay for food items (specifically, tofu).
Regarding the growth rate of the middle class: According to a March 2021 report by Statista , it 3 is expected that by 2030, the middle class population in Vietnam will reach more than 50 million people In particular, the annual growth rate of the middle class in Vietnam is 10.1% in the period 2016 - 2021, the highest level in Southeast Asia The rise of the middle class creates opportunities for tofu to expand its target market.
In the 4.0 era, easy access to information through newspapers, social networks, the internet contributes to increasing human needs, businesses have taken advantage of this opportunity to launch advertisements about healthy food habits.
- Regarding production technology development: Currently with closed and carefully selected production lines SnowBites Tofu has produced products of high quality, uniformity and beautiful designs This helps businesses improve their competitiveness in the market.
- Regarding marketing technology development: Tofu SnowBites currently uses online marketing channels such as social networks (Facebook), websites, to reach customers easily and effectively This helps businesses increase awareness and increase revenue.
- Regarding sales technology development: Tofu 3 Flavors is currently using online sales channels such as e-commerce platforms, to distribute products to customers quickly and conveniently This helps businesses reduce shipping costs and increase revenue.
- Regarding the provisions of the Food Safety Law: According to the provisions of the Food Safety Law, tofu is a type of food so it must be produced according to food hygiene and safety regulations This includes regulations on ingredients, manufacturing processes, storage, transportation, and more Three-flavored tofu needs to comply with these regulations to ensure the product is safe for consumers.
- Regarding the provisions of the Competition Law: According to the provisions of the Competition Law, SnowBites Tofu is not allowed to carry out unfair competition acts such as coercion, threats, enticement, bribery, etc It is necessary to comply with these regulations to ensure healthy competition in the market.
- Climate change: Climate change is causing many negative impacts on the environment, including the food industry SnowBites need to take measures to minimize environmental impact such as using sustainable materials, minimizing waste, etc For example, businesses can use organic materials , minimize the use of plastic packaging,
- Consumer demand: Consumers are increasingly interested in environmentally friendly products SnowBites needs to meet this consumer need by producing products that use sustainable ingredients, have eco-friendly packaging, and more For example, businesses can use organic ingredients, use environmentally friendly packaging,
1.2 Competition & Threat of substitutes & Supplier
At the "Lanh 2" fair, the 3-flavor tofu stall is facing competition from other brands Some typical competitors include:
- Fruit jelly and Greek yogurt: There are products that have a high level of competition with the group's tofu products because these are light snacks that do not cause fullness, are beneficial for digestion and bring a cooling feeling cold when eating
- Convenience store GS25 (1st floor): There are jelly and soft melt products where students will choose to buy instead of visiting booths at the fair.
- Booths outside the university gate: The variety of products will make UEF students attracted and willing to pay instead of buying 3-flavor tofu on the 6th floor.
In order to satisfy the ever-increasing demands of consumers, the food business is always changing in terms of product diversification Businesses are under tremendous pressure from alternative items in this environment Products that easily substitute tofu while still providing necessary nutrients include cereal bread, granola, brown rice products, and so on.
Market segments and customer targets
Student (likes to eat soft desserts without fear of gaining weight, likes healthy products) 3 flavors of tofu
"Lanh" Fair on the 6th floor (the fun and bustling atmosphere of Tet)
- Program of fair events (Hunting for same-priced gifts)
3 servings of tofu and get 1 mask)
- Check in with POSM (free 1 packet of powder).
UEF (oriented towards healthy products, good for health)
- Age: 18-25 years old because most potential customers are students who have to study at school for a few days during the fair.
- Psychology: Most students want to participate in the excitement and excitement of the fair with its Tet atmosphere and booths => Create excitement and attract students to the fair in particular and the 3-flavor Tofu booth Generally speaking.
- Gender: Female because girls often like to go to fairs and try cool, soft dishes like tofu.
- Income level: 2-5 million VND/month because the price of tofu products only ranges from 20.000 VND – 25.000 VND, this is a price within the willingness to pay of students.
- Location: UEF School because this is where the fair takes place
- Reason: In the short term, students may come to have fun and buy products because of the fair atmosphere and novelty However, in the long term, it will be difficult for students to buy because there are many substitute products and especially at this age, students do not really care about health and products that are good for the environment. Long-term:
- Target audience: Teachers and staff at UEF
- Age range: 25 - 50 years old because at this age, most customers begin to focus on foods that are good for their health and may be good for the environment.
- Gender: Female because most of them can buy it for family and friends to try. Importantly, women always want cute products (soft, delicious 3-flavor tofu with different flavors).
- Income level: lowest from 2-5 million VND/month because the price of tofu products only ranges from 20.000 VND – 25.000 VND, this is a price within the willingness to pay of students.
- Location: UEF School because this is where the fair takes place
- Reason: Teachers and staff will likely repeat the buying process more than students in the long term, because during this age group will begin to focus on products that are good for the environment and good for health Moreover, at this age they will have a stable income and be willing to pay for a product whose price ranges from 20.000 VND – 25.000 VND.
THE MARKETING MIX - STRATEGIES AND TACTICS
Product
- A tofu that is always white and smooth and has a normal flavor combined with ginger juice has become too normal for consumers => Boring, not new.
- Considering that consumers nowadays pay a lot of attention to their weight and health but still like to eat sweets and desserts 3 flavors of tofu that fully meets the following criteria:
- Dessert, delicious - soft and especially not afraid of gaining weight.
- A dish that is extremely good for human health.
Besides, consumers nowadays also pay great attention to brands or products that develop in a sustainable way and are good for the environment 3-flavor tofu can be met by using paper packaging and wooden spoons, items that are easy to decompose or recycle.
- Features – Feature: With characteristics such as sweet - melting soft - cool, it attracts users from the first spoon
A bowl of cool tofu on a hot day will relieve the heat in the body Besides, eating tofu also brings many useful substances that are good for the user's health.
Tofu is a dessert for vegans or those concerned about weight.
Tofu is also stored in paper cups, contributing to reducing waste and protecting the environment.
Unique 3-flavor tofu (Chocolate, Pandan leaves, Matcha) combined with new cheese sauce
Eating delicious and fatty tofu also helps children have healthy skin and improve their health without fear of affecting their weight
A product very suitable for vegan people.
Product Positioning (In Market “Lành")
With the hot weather in Ho Chi Minh City => 3-flavored tofu appears as a "cool" dessert. Helps customers relieve heat and fatigue after a tiring day when using the product. When on the Lanh fair, there are countless products (drinks or main foods), tofu appears as a snack (side dish), easy to eat and digest because the "softness - smoothness" of tofu. Make a difference and attracts customers at the fair.
Tofu with 3 different flavors (Chocolate, Matcha and Pandan Leaf) served with sauce (ginger sauce and cheese sauce) and pearls.
Making tofu more delicious, different from the tofu people usually encountered (hot, smooth white: just one flavor).
Tàu hủ SnowBites Ngon tuyệt - Sánh mịn - Mềm tan
Tàu hủ SnowBites Ăn ghiền, khỏi bai
1.3.Repositioning the brand - SnowBites Soya in the market
The SnowBites tofu brand was born and completed However, it is still not really known to many people There are some problems:
- Price: In the minds of consumers, tofu is always associated with street vendors, advertising familiar sentences and each cup of tofu only costs around 10.000 VND - 15.000 VND.
However, in Vietnam, SnowBites positions itself as a brand with a decent price range of 35.000 VND - 55.000 VND Customers will feel it's not worth spending that much money just to eat a bowl of tofu.
Therefore, SnowBites should reposition the price, create a product with a reasonable price, friendly to the environment and human health.
- Marketing: SnowBites tofu has not really advertised heavily on social networking sites for many people to know about Therefore, SnowBites should:
Increase promotion on channels (Tiktok, Facebook: Where there are many young people).
Collaborate with nutrition experts, mentioning the benefits of tofu for your health.Increase credibility.
Pricing strategy
The product is a dessert in the FnB category at the Tet Lanh 2 Fair event The main customer segment throughout the event will be students, lecturers and office workers at UEF, with more than 70% interested in Food & Beverage Therefore, the product will be sold at an acceptable price (20.000 VND – 25.000 VND), is suitable for students, teachers and staffs.
Picture 2: Survey of Lanh fair season 1
Based on the reference pricing of other FnB booths at the event, the group has decided to apply a cost-plus pricing strategy to determine the product's pricing This strategy considers the core values of the product and the demand from customers.
Picture 3: Menu of the group's productsPsychological pricing: "3 flavors tofu" uses psychological pricing strategy to influence customers' purchasing decisions "3-flavor tofu" prices a box at 20.000 VND with free sauce to make customers feel like they are buying the product at a cheaper price Thereby, stimulating customer demand.
Promotional plans and programs to drive demand
3.1 Corporate programs that require mandatory participation
Check-in program for gifts with UniSoy
At the recent Lanh event, our group's booth collaborated with a product distribution company to promote UniSoy's packaged soybean powder to a file of young customers with an interest in a healthy lifestyle At our booth, customers were provided with information about the program and invited to take photos/check-in at the booth to receive a sponsored package of UniSoy soybean milk powder.
Outcomes: Over 50 customers participated in taking photos and checking in with UniSoy's soybean powder product and the booth at the event.
On the final day of the event, the group implemented a promotional program with discounted prices on individual products and combo packages The price for a single portion of Tofu Three Flavors was set at 17.000 VND, and the combo of three products was priced at 50.000 VND The program aimed to boost sales revenue on the last day of the event and reduce the risk of excess inventory at the end of the selling day.
Picture 4: Poster about discount program
Place or distribution channels to deliver products and services
The table below is the group booth's five-step process to distribute the group's products and services to young UEF students
Picture 5: Distribution process of SnowBite Soya’s Tofu
- Place an order from supplier: Before the event, group members will meet together and discuss the survey and market forecast to determine the number of raw tofu parts to import from SnowBites supplier During the Event, the quantity of goods imported will be predicted based on customer reception at the event and adjusted to ensure booth revenue and inventory risk.
- Deliver product to Lanh event: Before the sales shift each day, you will be assigned according to the RACI matrix to carry out transportation and logistics work to bring products to the Lanh event venue - UEF School No 141-145, Dien Bien Phu Street, Ward 15, Binh Thanh District, Ho Chi Minh City.
- Prepare toppings: Prepare accompanying sauces: ginger sauce, cheese sauce and black tapioca pearls to create new values for the group's chosen dessert.
- Selling at Lanh Event: Shift members will be responsible for preserving tofu and preparing packaging to match the concept of Tet Lanh.
"3 flavors tofu" is distributed through the following channels:
Direct distribution channel: The 6th floor at UEF is the distribution channel where "3 Flavor Tofu" sells products directly to customers through its booths.
Indirect distribution channel: This is the distribution channel where "3 Flavor Tofu" sells products through intermediary channels such as social network Facebook
In addition, "3 Flavor Tofu" also has a free delivery service (at facility A, UEF) => helping customers save effort, time and increase goodwill.
MARKETING ALLIANCES USED TO GAIN ACCESS TO OTHER MARKET
Overview of Collab
Before the "Hội Chợ Tết Lành" event took place, our group received a number of cooperation offers After review and discussion, we decided to cooperate with Samira Mask - A booth selling skin care mask products Samira Mask is made from benign natural ingredients, helping to provide necessary nutrients to the skin, nourishing healthy skin from deep within Realizing that the common characteristics of both products are the same health benefits, the two groups decided to combine The two sides agreed to share booth space, media support and offer some combos between the two products.
During the process of building and decorating the booth, the two groups also discussed coming up with images that clearly show the combination and unity between the two booths An image below is the banner hung in front of the sales space of the two booths
Picture 6: Banner collaborationDuring the event, the two groups also had interactions to support each other in introducing products to customers This combination is one of the factors contributing to the business success
The purpose of the collab
The reason the two booths can be combined like this is because the two products do not compete in the same field (masks are beauty products, tofu is food) The combination takes place with the main purpose of promoting the products sales of both stalls Besides, the two groups can share the costs of decoration, booth preparation and communication support to save resources on both sides.
Promotion and communication methods
In order to attract customers' attention, the two groups agreed to offer combos such as: buy 3 tofu servings, get 1 mask free; buy 1 mask/sauna, and get 1 tofu serving free Combos like this will help customers experience using both products even though they initially only intend to buy one product Buying one product and getting another product free will also stimulate customers' psychology, the feeling of benefit will motivate them to buy more products.
This information was announced to customers by the two groups from before the event until during the event One day before the event, on the fan page "3 Flavors Tofu"a post was posted introducing customers to this combination and promising to bring customers the best overall experience of the two products Besides, to facilitate marketing, information about this combo is also printed on the introductory menu of both booths and members of both groups have general information about this combination in order to ensure the most accurate transmission of information to customers Every customer who comes to the general booth will be introduced to this combo.
PRODUCT LAUNCHING PLAN
Product name and product description
Based on the thematic characteristics of the event "Lanh Tet Fair" which is the desire for booths to introduce healthy products to customers, the group decided to bring a product that is very familiar to customers Vietnamese people but with a completely new look - tofu with 3 flavors.
3-flavor tofu is a product from SnowBites Soya - a brand specializing in providing products made from UNISOY Organic soybean powder The product is made from 100% organic soybean flour, imported directly from Singapore, and is committed to not containing preservatives and artificial colors All create the flavor of a delicious, soft dessert while still maintaining the
Contrary to the image of a bowl of smooth white hot tofu that is imprinted in many people's minds, SnowBites Soya's product is tofu with 3 new flavors and colors: Pandan leaves, Matcha and Chocolate.
Applications and benefits
Tofu has long been known as a very nutritious food, rich in protein, low in saturated fat, low in calories, a source of β-vitamins, minerals such as calcium, iron, phosphorus and Antioxidants such as vitamins C and E, phenolic compounds
In addition to the function of enhancing nutrition and supporting digestion, tofu is also beneficial for the growth and development of teeth and bones, and supports hematopoietic function Tofu does not contain cholesterol and is very beneficial for people with high blood pressure, high blood fat, hypercholesterolemia, arteriosclerosis and coronary artery disease.
In addition, tofu is also rich in isoflavones that help prevent and inhibit osteoporosis, breast cancer, prostate cancer and leukemia, reduce the risk of diabetes and heart disease, improve brain function, and reduce cholesterol Helps reduce some symptoms of menopause A comprehensive
2015 review of relevant studies by the European Union Food Safety Authority (EFSA) concluded that isoflavones do not increase the risk of breast, thyroid or uterine cancer in women. Menopause.
With all the above advantages, tofu is always at the top of the list of nutritious dishes that should be included in family meals.
Tofu is often processed into many different dishes in forms such as fried, stir-fried, and cooked in soup However, for this Lanh event, with a customer group mainly young students, the group decided to bring cold tofu products With youthful, new flavors, tofu not only provides nutrition for students but can also be used as a cool dessert after a tasteful walk from the other food stalls.
Team’s members roles
With the hope that the product will be known and used by students attending the event, the group has a complete product introduction strategy During the project implementation process, although all team members participate in the group's common work and support each other, there will be members in charge of that functional area to ensure the project is carried out in an organized manner
Specific roles of each member:
Supplier’s role
Since the team chose to sell products from another brand, SnowBites Soya's role as a supplier in the project was crucial The company needs to ensure that it prepares a sufficient number of products that the group has ordered within the 3 days of the event and that all products must be guaranteed in quality as well as pass food hygiene and safety inspections.
The project
According to the overall plan, the group will officially introduce the product to customers on December 20th, 2023 and end on December 28th, 2023.
In order for the project to be carried out smoothly and clearly, the team has plans to divide the work that needs to be done over time as follows:
Discount posters Viet Hoang December 27
Create a page on Facebook My Linh December 20
Post the first introductory article on the page My Linh, Tuyet Hoa December 20
Post official posters and product introductions
Post product introduction articles in the Healthy Mighty Living group
Post an article introducing the combination booth My Linh December 25
Post the first day's recap article on the group
My Linh, Gia Huy December 26
Post an article introducing the discount program on the page
My Linh, Tuyet Hoa December 27
Post articles introducing discounts in the group
My Linh, Tuyet Hoa December 27
After Post articles introducing discounts My Linh December 28
Table 6: Design work the event in the group
Booth decoration Thanh Hien, Tuyet Hoa, My
POSM printing Thanh Hien, Tuyet Hoa December 25
Shipping products from the company All December 26 - December 28
Prepare foam containers Viet Hoang, Thanh Hien December 25 - December 28
Prepare wooden spoon Tuyet Hoa December 25
Prepare the bag Gia Huy December 25
Prepare ice My Linh December 26 - December 28
Prepare payment code Tuyet Hoa December 25
Table 8: Stall and product preparation work
Risks
Even though there is a specific plan clearly stating each job to be done and the time for implementation, during the process, unexpected problems can still arise that delay progress.
Some potential issues that the team can anticipate are:
- Members of the communications team did not complete the assigned design and content writing work, resulting in posting product introduction posts later than expected, reducing customers' ability to recognize the company's brand.
- Product management team members do not contact the supplier in advance and cannot reach an agreement as soon as possible, leading to the team having to find another supplier and change our entire plan
- Additional costs incurred during booth preparation (decorations, paper bags, spoons, etc.)
If any problems arise, the team can still handle them based on predicting the situations that will occur.
SALES TRAINING PROGRAMS
*Training: Knowledge of products available at the booth, customer consultation.
Typical features: Do not use chemical fertilizers, Do not use genetically modified technology,
Do not use preservatives, Do not use colorants or flavors
- Chocolate tofu: Made from Unisoy organic cold tofu powder combined with 100% pure, unsweetened cocoa powder with traditional flavor CACAOMI Original.
- Matcha tofu: Made from Unisoy organic cold tofu powder combined with DéLi pure Matcha powder.
- Pandan tofu: Made from Unisoy organic cold tofu powder combined with fresh Pandan leaves Fresh Pandan leaves, after being cleaned, pureed and extracted the juice, filtered through 3 filters, then mixed well with tofu powder and cooked.
- Cocoa powder: Reduces the risk of heart disease Cocoa beans contain many flavonoids, polyphenols and theobromine Cocoa helps reduce airway congestion, reduce blood pressure, physical weakness and bad cholesterol Anti aging skin and improve symptoms of type 2 diabetes.
- Matcha powder: Enhance brain activity, prevent cancer, improve the immune system, protect your teeth Detoxify the body, beautify skin, and anti-aging.
- Pandan leaves: Helps treat and prevent joint pain, gout, and cramps Stabilizes blood sugar, supports and treats type 2 diabetes Treats constipation, helps with laxatives, and enhances digestion Eliminates toxins, purifies the body with the ability to neutralize toxins in the body.
- Unisoy healthy tofu powder: Maintain weight, body mass index (BMI) and cholesterol levels, reducing the risk of heart disease Consuming protein from tofu instead of animal protein also helps reduce the risk of atherosclerosis and high blood pressure.
Advise customers on uses, preparation methods and especially the program to buy 2 portions of Pearl Tofu The pearls are given away for free.
- Soy flour: The product meets quality and food safety standards certified by: - USDA organic - organic certification from the US Department of Agriculture - Healthier Choice Symbol - health certification from Singapore.
Unsweetened soy flour: Product made from organic soybeans, no preservatives and colorants, no flavoring, no lactose, no Cholesterol, low fat, contains Isoflavones, Vitamin E and Protein.
Low sugar soybean powder: 100% organic organic soybeans, Soya bean Lecithin, Calcium Carbonate, protein, sodium, vitamin E, no preservatives and colorants, no flavor, no lactose, no cholesterol, low fat
Matcha Soybean Powder: 100% Organic Soybeans, Maltose, Cane Sugar, Calcium Carbonate, and Matcha powder
Black soybean powder: 100% organic black soybeans certified by USDA ORGANIC, Fructooligosaccharide (FOS), Soya Bean Lecithin, Calcium Carbonate, contains vitamin E, cane sugar.
Programs o Offer Sampling samples to receive feedback (or attract attention) from customers o Check in with the brand hashtag and get a free pack of stick powder of your choice o Consulting on Collab program o Consulting on product discounts on the last day of the "Lanh" fair event
Discount from 20.000 VND to 17.000 VNDCombo of 3 Tofu 50.000vnd
ADDITIONAL RESEARCH PROGRAMS
Average number of students per day: 4186 TAM (Average number of students per day*% of students interested in the event)
% of students interested in the 4006 event: 97%
% of students able to participate:
SAM (TAM* % of students who can participate in F&B) 1,803
% of visitors to the F&B booth:
76% SOM (% Interest in F&B booths/ Total F&B booths) 81 Total F&B booths: 17
Initial quantity of imported goods: 80 tofu & 20 pearls
Sale KPI (Number of imported goods/number of members)
14 tofu & 4 tapioca pearlsTable 9: Market forecast
INTERNAL FUNCTIONAL RELATIONSHIP
With the hope that the product will be known and used by students attending the event, the group has a complete product introduction strategy During project implementation, although all team members participate in the group's common work and support each other, there will be members who are in charge of that functional area to ensure the project is carried out present in an organized manner The team has been divided into three main functional groups: product management, communications management and human resources/sales management.
In the product management team, the main person in charge will be Viet Hoang and will be joined by Kim Nguyet as a support person, whose main role is Sales - serving customers at the counter Viet Hoang is the person in charge of contacting SnowBites Soya - the main source of
Besides, Viet Hoang will be responsible for the processing of pearls and cheese sauce, ginger sauce served with tofu and is the added value of the products the group makes The two people will be responsible for the work related to the group's products and sales, ensuring that the products delivered to customers at the fair are as perfect as possible.
In the communications management team, the main people in charge will be My Linh and Gia Huy My Linh is the one who comes up with the ideas for articles introducing the group's products on the main media platform, Facebook Gia Huy is in charge of designing product images posted on social networks as well as posters, menus, and POSM publications used in events These two members will be responsible for communicating the group's products to customers, ensuring that a certain number of customers are interested in the product.
In the human resources/sales management team, team leader Thanh Hien will be the main person in charge and Tuyet Hoa will be the support person As a team leader, Thanh Hien is the overall project manager, communicating with other small groups to grasp the group's overall situation and make important decisions Besides, Tuyet Hoa is the person who supports Thanh Hien and performs an important role as the group's accountant - estimating group project costs and making the general budget The two people are responsible for all purchasing and sales activities of the group, devising appropriate sales plans based on the group's resources, ensuring the project is carried out seamlessly and smoothly.
Through that, each of our work interacts with each other Thanh Hien assigns work so that members can understand what we should do Hoang is the negotiator and thenNguyet is the Sales Manager, in charge of serving and selling products to customers at the event In communication work, Huy and Linh can convey the value of products through fan page, interesting content and colorful design to increase brand recognition for customers at UEF Besides, Hoa takes an indispensable role as an accountant of team, in charge of calculating revenue Therefore, we will see that each member plays an important role in the project.
INTEGRATED BUDGETS FOR ALL PROGRAMS ( PROFIT/LOSS; ROI)
Received 80 servings tofu Received 145 servings tofu
Products Cost : 920.000 VND ã Tofu cost : 10.000 VND ã Topping cost : 6.000 VND
Products Cost: 1.570.000 VND ã Tofu cost: 10.000 VND ã Topping cost: 6.000 VND
Sale cost : 225.000 VND ã Large wooden spoon: 40.000 VND ã Small wooden spoon: 50.000 VND ã Packaging: 135.000 VND
Sale cost: 225.000 VND ã Large wooden spoon: 40.000 VND ã Small wooden spoon: 50.000VND ã Packaging: 135.000VND
Stall Cost: 255.000 VND ã Rent expense:
100.000VND ã Poster: 70.000 VND ã QR Code: 15.000VND ã Hashtag+Menu:
Stall cost: 255.000VND ã Rent expense:
100.000VND ã Poster: 70.000VND ã QR Code: 15.000VND ã Hashtag+Menu:
PLANNING PERFORMING PLANNING PERFORMING PLANNING PERFORMING
1.720.000 VND 2.726.000 VND 2.010.000 VND 2.160.000 VND 290.000 VND 566.000 VND
PROFIT/ EXPENSE (ROI - RETURN ON INVESTMENT)
MEASUREMENTS AND METRICS
Business objective
Market share: 30% (Current market share 19.4%
Marketing objective
- Increase brand recognition => Create an impression of the logo or brand name on customers' memory.
- Generate potential customers, reach new customer segments (specifically students, employees and teachers at UEF).
- Attract new customers, help customers recognize and try the product (possibly becoming loyal customers).
Consumption: Increase sale of product by 10% (Increase product consumption)
Add value: 25% (Encourage users to pay a higher price for products with new functions *pearl topping* 25k compared to the original price 20k -> 25% increase
Newly created products such as ginger juice, cheese sauce, and tapioca pearls bring many new values:
Ginger Juice: brings traditional value reminiscent of street vendors in the past. Cheese sauce: brings aroma and richness from cheese to stimulate students' interests Pearls: According to the response movement, pearls are one of the toppings that many young people like the most and are an indispensable side dish in young people's drinks and snacks.
Create a new customer segment for the brand
Social Media: The level of interaction reached at over 50 on posts on Facebook (communication goal: interaction on posts on Facebook reaches 50 or more).
Loyalty: Attract 10% customers in the segment.
RISKS & SOLVEMENT SCENARIO
Problems with transporting goods (damage, leading to delays in orders)
Resolved by always having 2-3 people transport goods together so we can support each other.
Improper storage of goods can easily lead to damage or reduced product quality
Solve by always checking the product during the event shift to ensure there is always ice available to chill the product during operation, always store the product in the refrigerator when leaving it overnight
Unstable product output, backlogged goods, risk of changing tastes
Reduce product prices to ensure output, offer incentive programs to reach customers such as buy 2 get 1 free, and In the worst case, if the program ends and there is still inventory, everyone in the team will buy the product back at the original COD price.
Table 12: Estimate risks and propose solutions
APPENDICES AND SUPPORTING MATERIAL
SV6: Lương Hoàng Tuyết Hoa
Table 13: Evidence of the group participating in the media
RECORDING ABLE OF TIME PARTICIPATE IN THE “LINH” EVENT DURING 3 DAYS
Participation time Shift 2 Shift 3 Shift 4 Shift 2 Shift 3 Shift 4 Shift 2 Shift 3 Shift 4
Table 14: Members' event participation time
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