(Tiểu luận) summittopic organic squeeze co’s marketing plan guide

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4A.. In recent years, a number of beverage businesses have seen the high demand of consumers and the potential from the tomato jui

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY OPEN UNIVERSITY SPECIAL TRAINING DEPARTMENT



SUMMIT TOPIC: ORGANIC SQUEEZE CO’S MARKETING PLAN GUIDE

Instructors : Lê Duy Khang

Student Group : Group 4

Phạm Lê Tường Vy : 2154011170

Bùi Thị Thảo Hà : 1854010100

Bùi Lê Thảo Chi : 2157010082

Lê Trọng Tuấn : 2154011079

Huỳnh Hải Đăng : 1854010087

Nguyễn Việt Trung : 1854010469

Hồ Chí Minh City, 28/05/2023



Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

A EXECUTIVE SUMMARY

Today’s world has known the soft drink market as one of the biggest markets which is filled with not only many conditions, and profits but also a lot of fierce competition With the diversity and abundance of fierce competition in the current market of alternative water sources, along with the trend of increasingly intelligent and cost-saving consumerism, Tomatopia needs to implement truly appropriate marketing strategies to meet the demand of customers as well as to catch up with the consumer trend From there, it creates a strong position in the bottled soft drink market in particular and the food industry in general As a matter of fact, with the trend of healthyeating, customers nowadays prefer fruit juices, especially tomato juice - one of the fruits containing many useful vitamins for skin care and improving health Especially tomatoes - one of the fruits that contain many vitamins that are beneficial for skin care and improving health Different from other products, Our Tomatopia Unsalted Tomato Juice is a concentrated and salt-free juice which is able to prevent many diseases involving blood pressure as well as cardiovascular

By conveniences in shopping and use, Tomatopia aims to modern people who have busy lives and people with salt-restricted diets, people with high blood pressure Identifying the strengths and resources that the business currently possesses, along withrecognizing and analyzing opportunities and challenges, Tomatopia needs to develop a specific plan in order to develop brand identity, competitive position in the soft - drink market and the number of loyal customers

2

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

1 Choosing a new product 3

2 The content of Marketing Plan 4

2.1 Definition mission statement: 4

2.2 Situation Analysis 4

2.2.1 Category 4

2.2.2 Consumer 5

2.2.3 Competitor 5

2.2.4 Company 6

2.3 Goal: Setting Goal following Mission 7

2.4 Objectives: Setting SBU's Objective to achieve the Goals 9

2.5 Marketing Strategy 9

2.5.1 Product 9

2.5.2 Place 10

2.5.3 Price 11

2.5.4 Promotion 12

2.6 Financial Projection 12

2.6.1 Break-even analysis 12

2.6.2 Sales forecast 13

2.6.3 Expense Forecast 13

2.7 Implementation 14

2.7.1 Product 14

2.7.2 Place 16

3

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

2.7.3 Price 182.7.4 Promotion 20

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

C ANALYSIS OF MARKETING STATUS

1 Choosing a new product

 Tomato juice is a nutritional drink that is quite popular in Vietnamese people's life This is one of the cool tonic drinks made from real food with high

nutritional ingredients However, with many different advantages compared to other dairy products such as: lactose free, low in healthy saturated fat Tomato juice is increasingly dominating consumer interest in juices

 Normally, in Vietnam, tomato juice is made and sold in crowded places such as schools, company gates, hospitals, etc., the purpose is also to satisfy nutritional needs as well as refreshments of consumers In recent years, a number of beverage businesses have seen the high demand of consumers and the potential from the tomato juice business market, they have launched canned tomato juice,manufactured by industrial processes Famous tomato juice brands such as GayaFarm, Chunho, Grateful Nature, etc are quite popular in the market not only for their quality and design but also for their effective promotion

 In general, it can be seen that this tomato juice market still has many issues that have not been fully exploited such as consumption habits, We realize that and here we go will present the marketing strategy of our company's brand new unsalted tomato juice in the market Our Tomatopia Unsalted Tomato Juice is a concentrated and salt-free juice that is very suitable for people with salt-

restricted diets, people with high blood pressure How to promote effectively

5

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

and change consumer habits - using unsalted tomato juice according to

industrial production processes, how to bring the product closer with consumers and compete with other businesses, all of which will be clarified in this essay

2 The content of Marketing Plan

1.1 Definition mission statement:

 A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being The statement is generally short, either a single sentence or a short paragraph

 A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being

 It is usually one sentence or a short paragraph, explaining a company's culture, values, and ethics

 Mission statements serve several purposes, including motivating employees and reassuring investors of the company's future

 To craft a mission statement, consider how your company impacts customers, donors, investors, or your community and why you strive to help these parties

 A mission statement might slightly overlap with other marketing content, but it

is different from a vision statement, value statement, brand, or slogan

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

 Business environment and level of market sensitivity (environment sentiment analysis)

- Overall, the level of competition in the industry is low The sensitivity of the market can be controlled

2.1.2 Consumer

- Customer objects belonging to the group of people interested in health, with high income and psychological use of natural products without good

preservatives for health, health priority

- Customers buy according to habitual buying behavior and use it regularly every day

- Meet the insight and unsatisfied needs of customers such as: no use of

preservatives, fresh goods every day, fresh taste, clear origin, use of quality materials, daily delivery, wholesale supply in every store convenient, easy to buy and use

2.1.3 CompetitorSeeing the demand for tomato juice from consumers and the potential from the tomato juice business market, there have been many businesses launching bottled tomato juice products produced by industrial processes, some famous brands are mentioned today such as Chunho, Woongjin, Vfresh,

Woongjin

- Woongjin brand is very famous for its rice juice products, in addition to

countless juices from fresh fruits Woongjin juice is one of the highly after beverage product lines in the Korean market.With many years of

sought-production experience, raw materials are selected from fresh fruit

orchards,Woongjin always brings customers quality products

- Woongjin tomato juice products are priced from 45,000-65,000 VND with 1.5l sold on e-commerce sites such as Lazada, Shopee,

Vfresh

7

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

- Vfresh tomato press is the product of the company (Vinamilk) The product is pressed from a natural fresh fruit source, completely free of preservatives, rich

in nutrients, for the body to be healthy and full of vitality has a very high proportion of tomato juice, up to 90% The remaining 10% of the juice does not contain any preservatives or artificial colors

- The very low-calorie content of only 18kcal/100ml is suitable for those who are dieters, want to drink tomato juice every day without wanting to load up too many calories The price is also lower than the imported juice and is easy to buy

in shops and supermarkets across the country

Chunho

- Chunho premium nutritional tomato juice is made from 100% pure tomatoes imported from Turkey, agave syrup (Mexico), vitamin C, potassium, vitamins B1, E Suitable for both men and women female from 20 years old As a product of Chunho Ncare, Chunho Ncare was established in 1984 Is a

corporation specializing in the production and trading of Korean red ginseng and functional foods Is the Top 3 red ginseng brand in Korea Voted by

Koreans Consecutively receiving the award: "National Brand" in Seoul

- Because it is a premium product, the price will be much higher than other tomato juices available on the market, with a selling price of 1,200,000 1 box of

30 packs The packaging of the product is very beautiful, suitable as a gift for relatives and friends Widely sold on e-commerce platforms such as Shopee, Lazada

2.1.4 Company

 In general, it can be seen that the tomato juice market has not been fully exploited, so our company has launched a completely new unsalted tomato juiceproduct on the market Our Tomatopia Unsalted Tomato Juice is a concentrated and salt-free juice that is perfect for people with salt-restricted diets, people withhigh blood pressure

8

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

 To analyze the business and better understand the tomato juice market, we have created a SWOT analysis table

Strength

- It is a product made from 100%

natural ingredients and is salt-free

- New business with strong staff

Weakness

- As a relatively new business, the product is not known to many people

- Haven't had a stable market share yet

Opportunity

- Innovating more modern

technology than optimizing the

process

- With the aspiration to lead in the

tomato juice industry

Threat

- In stock due to new product

- Competition with many brands of tomato juice already on the market

2.2 Goal: Setting Goal following Mission

Vision: Becoming the leading brand in the beverage market, putting product quality and customer satisfaction first.

Vision: To become the leading brand in the beverage market, putting product quality and customer satisfaction first

Goals set out under the Mission Statement Philosophy:

 Modern technology innovation: renewing the process of creating tomato juice products, changing the system of soaking machines for optimal cleanliness to ensure safety for consumers, and at the same time changing the yarn cutters to increase acreage Larger cross-section and generate more water

9

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

 The leading symbol of juice: make the product the most popular in the region and country, make consumers remember our company's tomato juice product when thinking of juice, continue marketing products through advertising on all live platforms and social networks, but most importantly quality and reasonable price, customers will come for themselves

 Building a superior competitive strategy

Cost leadership strategy: improve operational efficiency by paying employees less but adding a number of other benefits and benefits, providing a good working

environment, clear promotion opportunities

Make a difference: make the most difference from the packaging, especially the unsalted tomato juice, which is very suitable for people with high blood pressure.Focusing strategy: instead of choosing a wide customer base, only focus on a

predetermined set of customers who are students and workers

 Bringing refreshment and health to you:

Bringing you refreshment and health through unsalted tomato juice is an important and meaningful goal In an era where we face many nutritional and health challenges, it is extremely important to create a high-quality salt-free product that benefits the

community

Firstly, producing unsalted tomato juice helps us to provide consumers with better nutritional choices Sodium salt is a major ingredient in many foods, and consuming too much salt can be dangerous to health, leading to heart disease and high blood pressure By removing salt from tomato juice, we have created a product that not only satisfies the palate but also helps consumers maintain a healthier diet

Second, setting this goal also benefits the community As people become more aware

of the health effects of salt, offering unsalted tomato juice products can help customers make healthier food choices This could help reduce the prevalence of hypertension and cardiovascular disease in the community At the same time, this goal also

demonstrates the company's commitment to health and social responsibility

10

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

Finally, the goal of refreshment and health with unsalted tomato juice makes this product unique and special This helps the company develop a strong brand image and stand out from other juice products in the market Customers can trust the quality and nutritional value of the product, choose tomato juice

2.3 Objectives: Setting SBU's Objective to achieve the Goals

Our goal is to increase sales and profits for our products based on SBU's goals In order

to do that, we must increase the competitiveness between products in the same area of

Ho Chi Minh City and at the same time increase the number of customers who come tothe product by marketing content to popularize the product to many people enjoy meeting a portion of a customer's needs With the criterion "customers are happy", we highly appreciate the value of each customer's order

Develop some services by promotion to favor customers to bring them satisfaction withour products

Increasing operational efficiency, we will and are optimizing processes to create products that deliver the best quality and productivity

Analyze the market and provide the most effective strategic plan to achieve the SBU goal

2.4 Marketing Strategy

2.4.1 Product

In hot summer, the increase in temperature causes feelings of stress, fatigue, irritability and lack of concentration In such harsh weather conditions, the right beverage that is both nutritious and to relieve fatigue, stress and affordability is always a matter of concern to everyone

With the desire to help the community have better health thanks to the benefits of pure fresh juices from plants produced in Vietnam, Organic Squeeze Co has launched Tomatopia unsalted organic tomato juice – The first organic unsalted tomato juice product in Vietnam

11

Topic: Organic Squeeze Co’s Marketing Plan Guide Group: 4

Tomatopia's goal is to improve the health of consumers through changing nutritional habits Bringing consumers quality products, completely from nature, ingredients are carefully selected by Organic Squeeze; invest in building a closed modern production process, ensuring food hygiene and safety

Slogan "Healthy living in sips, Tomatopia - Health begins with nature!" With this slogan, Tomatopia is very popular with customers and trusted by customers because theproduct is made entirely from nature, very beneficial for health, they no longer must hesitate about their hygiene and health when drinking fruit juices like before

2.4.2 Place

 Instead of selling directly to consumers, our company will distribute Organic unsalted tomato juice products to supermarkets, small retail stores, etc so that consumers quickly know the Organic Squeeze brand More shrink Accordingly,Organic Squeeze Co will consume a large amount of the drink in a short time

We choose a wide distribution to get our products to as many retailers as possible Especially in the city center, apartment buildings, and densely

populated areas, we will build a denser distribution system

- Organic Squeeze Co understands consumer psychology in today's era that they rarely hold cash, they always pay via ATM cards, or transfer apps like MoMo, VNpay Besides, they also want to buy Food and beverage items must ensure reliable food safety and quality Therefore, our company will distribute through supermarkets At the same time, distributing through this channel will increase customer's awareness of the product's brand

- In fact, there are many consumers who hesitate to buy goods at supermarkets formany reasons due to parking, time-consuming, inconvenient transportation, etc Therefore, users tend to go to stores small purchases to be more convenient in their travel distance Therefore, the distribution of products to retail stores is a

12