group assignment doji gem and silver gem group

association, challenge.From there, the third part will analyze the customer segments of Doji''''s wedding ring products, andpresent the target customers that Doji''''s wedding ring products ar

GROUP ASSIGNMENT

MKT304 - Marketing

Lecturer: NGUYEN THI HA

TABLE OF CONTENT

I.Executive summary 4

II Brief introduction of the organization/company 4

III Current situation analysis 5

IV.Segmentation,targeting,andpositioning(markets) 9

V Campaign objectives 10

VI.BigIdea 12

VII Content strategy 13

VIII.Mediastrategy 15

IX Timeline and budget 15

X.EvaluationandcontrolofIMCplan 17

I Executive summary

This report provides general information about research and analysis of Doji company - a high-end jewelry brand The report includes 9 parts Part one will summarize general information about Doji Part two will analyze the overview of factors affecting Doji's business including competitors, macro environment and customer behavior according to the SWOT model (strengths, weaknesses, opportunities) association, challenge)

From there, the third part will analyze the customer segments of Doji's wedding ring products, and present the target customers that Doji's wedding ring products are aimed at From the analysis and data above, the following sections will be the strategies proposed by the team to enhance Doji brand recognition, specifically the wedding ring product line The final part will be the evaluation and control of the overall strategy above Our team wishes to give readers an overview of Doji's current situation and the IMC strategy that the team has proposed to enhance Doji's sales and brand

II Brief introduction of the organization/company

Business name: DOJI GEM AND SILVER GEM GROUP

Predecessor: TTD Trade and Technology Development Company

Established: July 28, 1994

Founding Group Chairman: Do Minh Phu

Slogan: Never stop being stylish

Core values: Integrity - Creativity - Knowledge - Synergy - Compassion

Finished Product:

- Gold and silver gemstone products, high-end jewelry, diamonds, pearls, natural and artificial gemstones, with many diverse designs

- Gold bar products range from 0.1g to 1000g

- High-end, modern and luxurious real estate projects, including apartments, villas, hotels, eco-tourism areas, and commercial and service complexes

Scale of Doji Group: DOJI Gold, Silver and Gemstone Group is one of the leading enterprises in

Vietnam in the field of mining, manufacturing and trading of gold, silver and gemstones DOJI Group was established in 1994 and has more than 29 years of development, with over 2000 employees throughout the system DOJI Group has 15 member companies, 5 capital contributing affiliates and hundreds of agents and sales centers nationwide

Doji Group's Owner's Capital: DOJI Jewelry Group is 6,000 billion VND, with total assets of

15,000 billion VND and a total number of employees of nearly 3,000 employees

DOJI Group also invests in other fields such as real estate, tourism, banking, and restaurant services

In 2020, DOJI Group's revenue was 90,000 billion VND and ranked 3rd among the 500 largest private enterprises in Vietnam according to VNR5002 ranking

DOJI Group's export turnover:

● Period 2006 - 2010: Gold and gemstone export turnover up to 500 million USD

● Year 2011 - 2012: 400 million USD

● 2016: 160 million US dollars.

● In the first 6 months of 2019, DOJI exported gold jewelry and technology earned over 400 million USD

Awards:

● First, Second and Third Class Labor Medals from the President of the Socialist Republic of Vietnam

● Vietnam National Brand awarded by the Ministry of Industry and Trade for 12 consecutive years (from 2010 to 2022)

● Top 10 trusted products and services in Vietnam 2021 organized by Vietnam Economic Magazine - VnEconomy

● Best Enterprise in Asia - Pacific honored by Jewelery World Awards (JWA)

● Top 15 Strong Vietnamese Brands voted by Vietnam Economic Times for 8 consecutive years (from 2010 to 2017)

● Gold Award "National Quality" by the Prime Minister of the Socialist Republic of Vietnam

● Ranking of Vietnam's largest private enterprises (According to VNR500): Top 5/500 for 13 consecutive years (from 2010 to 2023), of which 3 consecutive years 2012, 2013, 2014 ranked 1st

III Current situation analysis (Macro environmental factors, competitor analysis, consumer behavior analysis)

1 Macro Environmental Factors

a Legal-Political

Politically, Vietnam is a country with very high political stability, people have good views on investment, so building and forming a business strategy in Vietnam is completely reasonable In terms

of law, although Vietnamese law still has many complications and inadequacies that cause confusion for the company, we see that investing in the Vietnamese market is welcomed by local agencies So when forming a business strategy, political and legal issues for the company are not a problem or obstacle because they are too big Currently, Vietnam's regulations do not have specific standards for jewelry with the minimum gold content that must be met for each type Jewelry is classified as a normal commodity, so traders are allowed to register themselves and are responsible for the quality of the registration The company's problem is only the regime for employees because the Vietnamese Government pays great attention to this issue

b SocialandCultural

Regarding culture in Vietnam, the company finds that Vietnamese people are easy to accept what is new and have an innovative perspective, a welcoming attitude to new things as long as the new things are consistent with their way of life and lifestyle their thinking Our people like to consume new products, always new, the design and quality are increasingly improved Therefore, promoting the company's products does not encounter too many difficulties because Vietnamese people are very curious and curious When promoting or advertising, you only need to stimulate their curiosity and the product will be successful In addition, we also see that Vietnamese people's preferences are very diverse, very suitable for the company's rich product categories Vietnamese people do not like any particular color, like China likes red As the color of happiness, Vietnamese people are generally

diverse and do not exclude anything related to aesthetics, except in cases related to their country's fine customs and traditions

c Science-Technology

With the development and outstanding progress of science and technology, machinery and equipment have reduced production costs and laser engraving technology can produce products with diverse designs, style that suits consumer tastes

d Economicenvironment

Regarding Vietnam's GDP, the average increase is 2.91%/year [over 97.47 million (2021) people] Vietnam's GDP per capita has increased to about 3,718 USD, ranking 6/11 in Southeast Asia and 124th in the world This proves that people's living standards are clearly improving The domestic market is considered very attractive The reason the domestic market is considered so attractive is because our people are still very "hungry for goods" Therefore, with the bright prospects of the economy leading to increased per capita income, consumption will certainly increase Vietnamese people's consumption of luxury goods has increased quite high in recent years Consumers began to heavily consume expensive items such as cars, machinery, fashion, jewelry Especially today's young generation, when life begins to have an abundance, the demand for fashion and jewelry is increasing gradually improved in both the number of consumers and the quality of consumer goods

e Overviewofthejewelryindustry

In recent years, the Vietnamese gold and silver jewelry market has made a lot of progress with winning a number of major awards for designing and manufacturing jewelry products

In 2003, there were more than 7,000 large and small gold trading enterprises nationwide, most of them concentrated in Ho Chi Minh City

As of 2017, Vietnam ranked 14th in the world in gold consumption

2 Competitor analysis

Strength

DOJI currently owns the largest diamond

warehouse in Vietnam

Doji stands above the same industry company

PNJ, although PNJ has excelled in the Top 3

prestigious retail companies in 2021 according

to research results of Vietnam Report

Existing in Vietnam since early times, Doji has

been imprinted in the minds of consumers,

especially those who love diamonds and

gemstones

DOJI develops continuously by owning the

source of raw materials supplied from mining

activities, followed by cutting, grinding and

Weakness There is no nationwide distribution system yet Gold bar products are difficult to compete with SJC because SJC has a monopoly

Brand recognition of the wedding ring market is not good Customers will mainly think of PNJ over Doji

production, all stages are self-operated, without

hiring or outside cooperation Meanwhile, the

price of competitor PNJ is somewhat higher

because PNJ imports raw materials from

outside

Opportunities

GDP increases, so consumer demand for

jewelry products (gold, diamonds, gemstones,

etc.)

Threats Many competitors

● There are many major competitors in the industry, especially PNJ and SJC

● Global trends, world brands are also entering the market more and more Doji also has to compete with international brands such as Tiffany&Co, Dior,

Gold price market fluctuates

3 Consumer Behaviour Analysis

a Behavior

Doji Vietnam divides its wedding ring market based on demographic factors such as customer age and gender, which play an important role in identifying potential buyers The number of visits to the Doji website by men is 52.23% higher than the number of visits by women is 47.77%, showing the potential for developing Doji's wedding ring product In addition, doji's website visits mainly come from the 22 to 34-year-old group, in most of these young people are not married, showing that Doji’s wedding ring products can receive a lot of attention from young people young customers today Regardless of whether it's sunny or rainy season, winter or summer, January or October, as long as people consider it a beautiful day, the wedding will be held Sometimes it doesn't have to be a beautiful day anymore, when it's time to get married, we have to get married In general, weddings still take place all year round in all localities, regardless of rain or shine [3]

b Productcategories

Jewelry produced using Italian technology" with rates of 28% and 24% respectively These are two product lines that are affordable and fashionable For product lines manufactured using Italian technology, there is also a price These product lines often release new models quickly and are fashionable with a target audience of young customers, used in all daily activities and purposes

In fact, gold is a valuable asset, present in many Vietnamese families in particular and Asian families

in general, with the concept that gold brings long-term luck and peace of mind to life

The "Gold" group accounts for 15% of purchases, including 24K gold bar products and jewelry used

in weddings The fact that this group accounts for a high proportion shows that consumers' spending habits are still strongly influenced by the idea that gold is a reserve asset

This product line is traded at market prices, is highly volatile, has no or soft wages This group of goods is often purchased for dowry or hoarding This is the product group with the lowest profit margin

The product group "Wedding Rings" has a rate of 11%, showing the suitability of the data as it accounts for a smaller rate than the rate of the "Gold" group Because these are usually two groups that guests will buy together when preparing for the wedding During the wedding season, this product line is sought after by couples and brings huge revenue to the company

Although the "Diamond" group only accounts for 12%, this is the group that brings in the second highest revenue because the average value of a product of this group is quite high This product group has products ranging from daily use to parties Due to its high value, the number of people accessing this product group is quite limited

c Thetrendofpersonalizationcontinuestoprevail

It is not difficult to see that in the consumer trends of DOJI products, personalization is still the dominant spirit This is also a common trend in the world because simply, when reaching a certain position in society, consumers will be more aware of their own values They do not want to become propaganda channels and promote brands What they want and look for are products that can express their values and class

In the field of jewelry, the meaning of personalization and similarity between values is increasingly emphasized because jewelry is always considered the perfect piece for each individual This is the reason why each piece of jewelry is carefully selected by buyers based on unique criteria, consistent with their own values

IV Segmentation, targeting, and positioning (markets)

1 Segmentation

The group from 22 to 34 years old, in which most of these young people are not married, shows that doji's wedding ring products can receive a lot of attention from young customers today

Another noteworthy point is that the young customer group (under 18 to 24 years old) accounts for a fairly high percentage, ranking second, which is a good sign because this is a young customer group, they will have a long time to come are potential customers who buy products related to wedding rings

2 Targeting

Demographic Age: 25 - 34

Occupation: Has a stable job

Income usually ranges from

15 million to 30 million

VND

Age: 18 - 24 Job: Step into the labor market Income usually ranges from 5

to 9 million VND

Age: 35 - 42 Occupation: Has a stable job

Income usually ranges from

15 million to 30 million VND

Psychographic Focus on products with

practical value and beautiful

appearance Able to pay for

expensive products

Young and dynamic, likes beauty and color

Always wants to express "I":

demand independence, and autonomy, every action wants

to express ego They have a preference for goods that express their personality and uniqueness

Focus on products with practical value and beautiful appearance Able to pay for expensive products

3 Positioning

DOJI always focuses on bringing value to customers through high-quality gold and silver jewelry products Their wedding ring collections often feature unique and creative designs, created by talented artisans This ensures that customers will receive quality and luxurious products

In particular, DOJI's wedding ring products are often designed to bring spiritual values, such as love and loyalty This helps customers create a memorable memories and emotionally connect with each other

V Campaign objectives

1 Business goals

- Increase Doji's wedding ring product sales by 25% compared to last year within 1 month of implementing the campaign

- Reach 7 million people aged 22-40, target those who are planning to propose and know about Doji's wedding ring products within 1 month through TVC, tiktok, fb media channels,

youtube… wish to achieve4,410 purchase orders

- 40% of people like Doji, they like Doji products through design or design

- 70% (4,410,000 people) of the perceivers have acquired specific knowledge about Doji's

wedding ring products through the website and media running TVCs

- Add at least 1,200 loyal customers

2 Marketing goals:

- Currently, DOJI's Facebook page has a total of 658,290K followers The latest article

achieved the highest reach of 7.9k likes and 87 comments, along with 8.1K reactions,

comments and shares

=> The goal of this TVC campaign is to increase the number of followers of the page to 700kreaching approximately 1,250,000 people

- a 30% increase in clicks on link ads to receive product information

- 80% are satisfied with the service and products after purchasing at Doji

The group of people aged 20-39 accounts for 18.3% of Vietnam's total population, equivalent to more than 31 million people In this campaign, support from media campaigns such as TVC, TikTok, and YouTube, helped us reach about 7 million people between the ages of 22-40