Marketing plan pnj

P H U N H U A N J E W E L R Y

M A R K E T I N G P L A N

A B O U T P N J

Name of company: PHU NHUAN JEWELRY JOINT STOCK COMPANY

Main business fields: Producing and trading jewelry of gold, silver, precious stones,

fashion accessories, souvenirs.

Vision: Become the leading jewelry fashion brand

Mission: Enhance customers’ satisfaction Philosophy: “Customer benefits is our

commitment.”

PNJ marketingenvironment

-> People have the motivation to purchase and use luxury items such as jewelry.

D E M O G R A P H I C Population size: 99 million people

People in urban areas account for 37.7 percent of the total Vietnam population

Women aged 20-35 account for approximately 12% of the total population.

-> This is the customer group that PNJ focuses on A large number implies

significant purchasing power.

C U L T U R A L

Vietnamese people value jewelry and they tend to purchase jewelry as an investment.

Consumer trend: Young people are increasingly interested in

fashion and personal style They desire to own beautiful,

fashionable jewelry products that align with current trends.

T E C H N O L O G Y The advancement of jewelry

crafting technology

The development of e-commerce The development of social media platforms

COMPETITIVE RIVALRY

Competitors of PNJ could include other large jewelry retail chains such as DOJI and SJC These are

the only two major competitors with enough financial resources,

infrastructure, and reputation to compete with PNJ and dominate the market.

T H R E A T S O F E N T R Y

The threats of PNJ may face is quite low due to some entry barriers such as:

Expertise and capablities

Access to supply and distribution channel Legislation

THREAT OF

The threat of substitutes that PNJ is facing now is very high.

The silver,gold and diamond jewels are affordable to upper classand middle class,while lower class tends to wear classicaccessories, which are handmade or made by metals, fabricor Feng Shui stone

POWER OF BUYERS

PNJ'sproducts has been recognized by consumers, and PNJ has brought itself a large numberof loyal

This means that PNJ’s buyers are less price sensitive, making buyers'

bargaining power low.

POWER OF SUPPLIERS

The bargaining of suppliers in the jewelryi ndustry are low since

the raw materials supplied by the

suppliers are fairly standardized, less differentiated and have low

switching costs

Segmentation , targeting

postioning

Woman in urban areas agde 20 to 35

They have a high standard of living, are interested in

aesthetic jewelry, and are

willing to spend money on high needs in life.

Use it to express their style, personality, confidence, and success.

Individuals with high incomes Often seek information on the website, social media.

Interested in factors such as style, design, color, material, durability, warranty, price, promotions, and gifts.

THE LEADING JEWELRY ENTERPRISE IN THE COUNTRY, HAVING RECEIVED

NUMEROUS AWARDS BOTH

DOMESTICALLY AND INTERNATIONALLY.

PNJ'S PRODUCTS ARE ALWAYS OF HIGH QUALITY, DISTINCTIVE, AND SUITABLE FOR

GIFTING ON IMPORTANT OCCASIONS SUCH AS ENGAGEMENTS.

Marketingmix

PNJ'S PRICING STRATEGY IS ALWAYS TAILORED TO EVERY CONSUMER GROUP

P R I C E

P L A C E

THE PNJ SYSTEM INCLUDES 398 INDEPENDENT STORES,

COMPRISING 386 PNJ GOLD

STORES, 3 CAO FINE JEWELLERY STORES, 5 STYLE BY PNJ STORES, 1 PNJ WATCH STORE, AND 3 PNJ ART STORES.

P R O M O T I O N

PNJ's promotional strategy focuses on advertising, promotions, and PR activities to introduce and build its brand with customers

2 Campaign of PNJ in

2023

THỬ THÁCH LẮC TÀI LỘC

Through this program, PNJ will continue to strive to spread humanitarian activities and

meaningful messages to various units and organizations to build a better society together.

T H A N K Y O U F O R L I S T E N I N G