nha nam publishing company

NhaNam Publishing Company has published many books of different genres and topics, such as literature,history, philosophy, psychology, art, business, skills, children’s books, etc.. The

MINISTRY OF EDUCATION AND TRAINING

SUBJECT: PRINCIPLE OF MARKETING_MKT101

GROUP ASSIGNMENT

“NHA NAM PUBLISHING COMPANY”

Semester Spring - Year 2023

Group member Trần Mai Anh - SS181401

Nguyễn Thị Tuyết Trinh - SE160837

Võ Nguyễn Nguyên Quốc - SS180026

TABLE OF CONTENT

I OVERVIEW OF NHA NAM 2

II MARKETING ENVIRONMENTS OF NHA NAM 4

1 Micro Environment 4

2 Macro Environment 5

III TARGET MARKET AND POSITIONING OF NHA NAM 6

IV MARKETING MIX OF NHA NAM 8

1 Product 8

2 Price 9

3 Place 9

4 Promotion 9

5 Relationship Between 4P of Marketing Mix of Nha Nam 10

V CONCLUSION 11

VI REFERENCE 12

I OVERVIEW OF N HA NAM

Nha Nam Publishing Company is a part of Nha Nam Culture and Communication Joint Stock Company, a business that operates in the field of cultural services and publications in Vietnam Nha Nam Publishing Company was established in February 2005 with a core group of literature and book lovers From the very first book, readers have shown interest and love for a new book brand that carries with it the ambition to contribute to creating a new look for literature publishing in Vietnam

The first book of the company was “Balzac and the little Chinese seamstress” by Dai Tu Kiet Nha Nam Publishing Company has published many books of different genres and topics, such as literature, history, philosophy, psychology, art, business, skills, children’s books, etc Nha Nam has a strong online presence on Facebook and Instagram, where it shares news, reviews, and stories about its books and authors

Some of the popular books published by Nha Nam include The Little Prince, Harry Potter, The Kite Runner, and The Alchemist Nha Nam Publishing Company also publishes books by some famous world authors, such as Marc Levy, Banana Yoshimoto, Haruki Murakami, etc Nha Nam Publishing Company aims to bring quality books to Vietnamese readers and contribute to the development of reading culture in society

Nha Nam, has been proud to become the Vietnamese publisher of the most illustrious names of world literature: Salman Rushdie, Milan Kundera, Italo Calvino, Umberto Eco, Vladimir Nabokov, Orhan Pamuk, Margaret Atwood, Philip Roth, Herman Hesse, Ernest Hemingway And finally, a series of authors published by Nha Nam have gained a large fan base, contributing to awakening the passion for reading literature among many young readers, such as Marc Levy, Guillaume Musso, Anna Gavalda, Amélie Nothomb, Cecelia Ahern, Banana Yoshimoto, Koji Suzuki Nha Nam, in fact, has become a spiritual friend, a reading guide for many young people and is a bridge between Vietnamese readers and the vast reading culture of the world

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Nha Nam Publishing Company has a history of more than 15 years in the book market The company has won many awards and recognition for its publications, such as the National Book Award, the Vietnam Writers Association Award, the Good Book Award, etc The company has also organized many cultural events and activities, such as book fairs, book talks, book clubs, etc to promote reading and connect with readers (Facebook, no date a) The company has a team of professional and passionate staff, including editors, translators, designers, marketers, etc who work hard to deliver the best books to the public The company has a vision of becoming a leading publisher in Vietnam and expanding its market to other countries in the region and the world

Understanding the era that is living through books, along with profound changes in society with diligent and courageous publishing activities, the path Nha Nam has chosen to go will be quite long Many difficulties and challenges are ahead Going through the infancy period with the first lessons and experiences, Nha Nam is now ready for a new stage of development And they want to perfect themselves with a sense of prudence and caution All for a great legacy of books, with long-lasting vitality, meaningful to many generations of readers

(Giới thiệu | Nhã Nam, 2009)

II MARKETING ENVIRONMENTS OF N HA NAM

The marketing environment of Nha Nam Publishing Company consists of the factors and forces that affect the company's ability to create and maintain successful relationships with its customers The marketing environment can be divided into two categories: the microenvironment and the macroenvironment

1 Micro Environment

The microenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, intermediaries, competitors, publics, and customers For Nha Nam Publishing Company, some of the microenvironment factors are:

- Suppliers: Nha Nam Publishing Company relies on suppliers of paper, ink, printing machines, binding materials, etc to produce its books The company needs to maintain good relationships with its suppliers and ensure the quality and availability of the materials The suppliers also include authors, translators, editors for sources of books

- Intermediaries: Nha Nam Publishing Company works with various intermediaries to distribute its books to the market, such as wholesalers, retailers, online platforms, etc The company needs to cooperate with its intermediaries and provide them with incentives and support to sell its books effectively

- Competitors: The book publishing is a competitive industry Nha Nam Publishing Company faces competition from other publishers in the book market, such as Kim Dong, Alpha Books, etc The company needs to monitor its competitors' activities and strategies and differentiate its products and services from them

- Publics: Nha Nam Publishing Company interacts with various publics that have an interest in or impact on its ability to achieve its objectives, such as media, government, community, etc The company needs to communicate with its public and build a positive image and reputation for itself

- Customers: The primary customers of Nha Nam are Vietnamese people who are interested in books and literature The company needs to understand its customers' needs, preferences, and behaviors and satisfy them with its products and services

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2 Macro Environment

The macroenvironment consists of the larger societal forces that affect the microenvironment, such as demographic, economic, natural, technological, political, and cultural forces For Nha Nam Publishing Company, some of the macroenvironment factors are:

- Demographic: Nha Nam Publishing Company needs to consider the demographic characteristics of its target market, such as age, gender, income, education, etc The company needs to adapt its products and services to the changing demographics of its customers and potential customers

- Economic: The economic conditions in Vietnam can have an impact on Nha Nam’s marketing environment, including the purchasing power of customers, the disposable income, saving, inflation rates, etc Economic downturns can lead to a decrease in book sales, so the company needs to adapt accordingly

- Natural: Environment sustainability is one of the concerns that Nha Nam needs to consider Publishing industry relies heavily on paper The chance of lacking of natural resource, especially the forest is at risk so the company needs to use it wisely

- Technological: The rise of digital technology has transformed the publishing industry from printed paper to e-books, online distribution channels The company needs to adapt to these changes to remain competitive and stay up-to-date with the latest technologies

- Political: The policies and regulations in Vietnam can impact the distribution and content of books The company needs to comply with the legal and ethical standards and requirements of its target market and avoid any political risks or conflicts

- Cultural: Culture is an important aspect that the every company needs to consider Nha Nam is influenced mostly by Vietnamese culture, which includes the national language, customs and beliefs Therefore, the company needs to construct its marketing strategies that must be suitable and resonate with Vietnamese readers

III.

III TARGET MARKET AND POSITIONING OF NHA NAM

The target market of Nha Nam Publishing Company is the segment of customers that the company wants to serve and satisfy with its products and services The target market of Nha Nam Publishing Company can be identified by using various criteria, such as geographic, demographic, psychographic, and behavioral

- Geographic: Nha Nam Publishing Company targets customers who live in urban areas of Vietnam, especially in big cities like Hanoi and Ho Chi Minh City, where the demand for books is high and the access to bookstores and online platforms is easy

- Demographic: Nha Nam Publishing Company targets customers who are mainly young adults, aged between 18 and 35, who have a high level of education, income, and social status, and who are interested in reading books of different genres and topics, such as literature, history, philosophy, psychology, art, business, skills, children's books, etc

- Psychographic: The targets customers have a positive attitude towards reading and books, who value knowledge, creativity, and culture, and who seek to enrich their lives and minds with quality books The company also targets customers who have a cosmopolitan and open-minded outlook, who are curious and adventurous, and who enjoy reading books by famous world authors, such as Marc Levy, Banana Yoshimoto, Haruki Murakami, etc

- Behavioral: Nha Nam focus on customers with high frequency and intensity of reading, who spend

a lot of time and money on books, and who are loyal and satisfied with the company's products and services The company also targets customers who are influenced by word-of-mouth, social media, and cultural events and activities, and who are willing to try new and different books by the company

The position of Nha Nam Publishing Company is the place that the company occupies in the minds of its target customers relative to its competitors The position of Nha Nam Publishing Company can be defined by using various attributes, such as quality, price, image, and value

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- Quality: Nha Nam Publishing Company positions itself as a publisher that offers high-quality books

to its customers, in terms of content, design, translation, editing, printing, and binding The company ensures that its books are accurate, reliable, informative, and engaging, and that they meet the standards and expectations of its customers and the market

- Price: The prices offered by Nha Nam Publishing Company are reasonable and affordable to its customers, in terms of the value and benefits that its books provide The company sets its prices based

on the costs, demand, and competition of its books, and also offers discounts and promotions to attract and retain its customers

- Image: Nha Nam Publishing Company positions itself as a publisher that has a positive and distinctive image and reputation in the market, in terms of its brand, logo, slogan, and personality The company builds its image and reputation by communicating its vision, mission, and values to its customers and publics, and by creating a unique and memorable identity for itself

- Value: The core value of Nha Nam is in terms of the benefits and satisfaction that its books offer The company creates value for its customers by providing them with quality books that meet their needs, preferences, and interests, and by offering them additional services and support, such as customer care, delivery, warranty, etc

IV MARKETING MIX OF NHA NAM

Nha Nam is a Vietnamese publishing company that offers a variety of books, including literature, science, education, and entertainment The marketing mix of Nha Nam includes the following:

1 Product

Nha Nam's product mix includes a wide range of books, including contemporary fiction, poetry, non-fiction, and children's books Nha Nam has published a great number of books by many famous authors from domestic to the world

Best-selling books in March (SÁCH BÁN CHẠY, 2023):

bài học cho thế kỷ 21 (Yural Noah Harari, translator Dương Ngọc Trà), Bước chậm lại giữa thếgian vội vã (Hae Min, translator Nguyễn Việt Tú Anh), Cây cam ngọt của tôi (José Mauro de Vasconcelos, translator Nguyễn Bích Lan và Tô Yến Ly), Chuộc tội (Minato Kanae, translator Vương Hải Yến), Chuyện con mèo dạy hải âu bay (Luis Sepúlveda, translator Phương Huyên), Cư xử như đàn bà suy nghĩ như đàn ông (Steve Harvey, translator Trầm Hoa), Đại dương đen - Những câu chuyện từ thế giới của trầm cảm (Đặng Hoàng Giang) Dám bị ghét (Kishimi Ichiro, Koga Fumitake, translator Nguyễn Thanh Vân), Để yên cho bác sĩ "hiền" - Nhật ký covid và những chuyện chưa kể (Dr Ngô Đức Hùng), Điều kỳ diệu của tiệm tạp hóa Namiya (Hagashino Keigo, translator Phương Nam)

New book releases (SÁCH MỚI PHÁT HÀNH, 2023):

Sự sống, vũ trụ và vạn vật (Douglas Adams, translator Nguyễn Thị Thu Yến), Công nhân nhí văn minh - tớ làm nên khác biệt (Jayneen Sanders, Cherrie Zamazing, translator Đặng Thanh Giang), Tiểu

sử các quốc gia qua góc nhìn lầy lội (Sai Lei, translator Thủy Tiên), Tích cực có chừng mực (Oliver Burkeman, translator Anh Thư), Khi học tập hóa niềm vui (Seonghyeok Park, translator Ngọc Diệp), Metrolopis: lịch sử phát triển đô thị, phát minh lớn nhất của loài người (Ben Wilson)

The company focuses on publishing high-quality works that reflect the rich history and traditions of Vietnam Nha Nam also positions itself as a publisher that works closely with talented authors to produce unique and engaging works

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2 Price

The prices of Nha Nam's books vary depending on the genre and the specific book The company aims to price its books competitively while still maintaining a high level of quality Nha Nam also offers discounts and promotions on its books during book fairs or online shopping events to encourage sales In Tiki, Nha Nam offer a deal for 40-80% sale off, buying from 247.000 vnd will be given 20% coupon, TikiNow 2h and many freeship codes such as buying from 149.000 vnd will sale

up to 10.000 vnd and 249.000 vnd for a 15.000 vnd discount On Nha Nam’s website, there is also a 20% sale off books for International Women’s Day (Nguyen, 2023)

3 Place

Nha Nam's books are sold through a variety of channels, including its own bookstores, online stores, and partnerships with other retailers The company has a strong presence in both physical and online bookstores, making their products easily accessible to customers (Liên hệ | Nhã Nam, no date) Nha Nam has many stores that are located in the center of large cities such as Ho Chi Minh City and Hanoi Nha Nam has also cooperated with other partners to bring them to more readers, such as FAHASA, Phương Nam or e-commerce platform like Tiki, Shopee, Vinabook, etc The company also has a strong distribution network throughout Vietnam, and it also exports its books to other countries

4 Promotion

Nha Nam's promotion mix includes a range of activities to promote its books and authors The company organizes literary events, book fairs, book launch events (Facebook, no date b) They also collaborate with authors and celebrities to promote their books and organize writing contests to engage with their audience Nha Nam also renovate by using social media, email marketing, and other digital marketing strategies to reach a wider audience

On the occasion of Internation Women’s Day, Nha Nam Culture and Communication Joint Stock Company organized the book fair named “Sách hay thay ngàn lời chúc” on Đường sách Road of Ho