Marketing plan pnj

Vision: Become the leading jewelry fashionbrand Mission: Enhance customers’ satisfaction Philosophy: “Customer benefits is our commitment.”... E C O N O M I CVietnam's GDP grew by 5.05%

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 tradingjewelry of gold, silver, precious stones,

fashion accessories, souvenirs

Vision: Become the leading jewelry fashionbrand

Mission: Enhance customers’ satisfaction

Philosophy: “Customer benefits is our

commitment.”

PNJ marketing environment

E C O N O M I C

Vietnam's GDP grew by 5.05% in2023

CPI index is managed at a low

rate 3.25%

The average income per capita is

100 million dong/year

-> 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

COMPETITIVE RIVALRY

Competitors of PNJ could include

other large jewelry retail chains

such as DOJI and SJC These are

the only two major competitors withenough 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 entrybarriers such as:

Expertise and capablities

Access to supply and distribution channel

Legislation

to wear classicaccessories, whichare 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

customers

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

NUMEROUSOTHER BRANDS MANY PERCEIVEPNJ AS A LUXURYJEWELRY BRAND,OVERLOOKINGLOWER-PRICEDOPTIONS

CONSUMERDEMAND ISINCREASING

SOCIAL MEDIACHANNELS

EFFECTIVELYCONVEYS

INFORMATION TOTHE YOUNGER

GENERATION

RISKS OFCOUNTERFEITINGAND

COUNTERFEITPRODUCTS

PRICECOMPETITIONWITH NUMEROUSRETAILERS IN THEMARKET

, targeting

and postioning

aesthetic jewelry, and are

willing to spend money on highneeds in life

Individuals with high incomesOften seek information on thewebsite, social media.

Interested in factors such as style,design, color, material, durability,warranty, price, promotions, andgifts

THE LEADING JEWELRY ENTERPRISE INTHE COUNTRY, HAVING RECEIVED

NUMEROUS AWARDS BOTHDOMESTICALLY AND INTERNATIONALLY

PNJ'S PRODUCTS ARE ALWAYS OF HIGH

QUALITY, DISTINCTIVE, AND SUITABLE FOR

GIFTING ON IMPORTANT OCCASIONS

SUCH AS ENGAGEMENTS

mix

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

P R I C E

P R O M O T I O N

PNJ's promotional strategy focuses

on advertising, promotions, and PRactivities to introduce and build itsbrand with customers

2 Campaign

of PNJ in

2023

TH Ử THÁCH LẮC TÀI L ỘC

Through this program, PNJ will

continue to strive to spread

humanitarian activities and

meaningful messages to variousunits and organizations to build abetter society together

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