Vision, mission, and business ethics of Orion Food Vina company:54.3.1: Where do customers look for Chocopie products?17... Orion Business Overview3.1 Introducing Orion CompanyOrionwaskn
Trang 1GROUP ASSIGNMENTMarketing strategy of
● Full name:
○ Trần Phương Tuyền -HS170883○ Tạ Thị Thu Thắm -HS173023○ Nguyễn Duy Đạt -HS176221○ Nguyễn Thị Ngọc Oanh -HS170468○ Nguyễn Thị Thùy My -HS170820○ Mai Hoàng Ánh Dương -HS180180
● Class: MKT1815● Lecturer: Nguyễn Thu Hà
● Course: MKT304 -Integrated Marketing Communications
● Date: Fall 2023
Trang 2Table of contents:
3.2 Vision, mission, and business ethics of Orion Food Vina company:5
4.3.1: Where do customers look for Chocopie products?17
Trang 3I.Title page
II Executive summary
1 OrionhastwofactoriesinVietnamanddistributesitsproductsthroughoutthecountry,withsomeexportstoforeigncountries.
2 ThecompanyaimstobecomethetopconfectionerymanufacturerinVietnamandiscommittedtosustainablebusinessdevelopmentandsocialresponsibility.
3 Themacro-environment,includingdemographics,economy,environment,andpoliticalandsocialfactors,influencesOrion'soperations.Vietnam'spopulationisgrowing,andthecountry'sstablepoliticalsystemandimprovingeconomyprovideopportunitiesforbusinessexpansion.
4 OrionfacescompetitionfrombothdomesticandforeignconfectionerycompaniesinVietnam.Pricecompetitionandchangingconsumerpreferencesposechallengestothecompany.
5 Orion'sstrengthsincludetheuseofqualityrawmaterials,alargeinvestmentcapital,effectivecommunicationstrategies,andawidedistributionnetwork.However,thecompanyfacesweaknessesinitsmanufacturingcapacityanddistributionchannelsystem.
6 Consumerbehaviorisinfluencedbyfactorssuchasprice,productquality,andchangingpreferences.Orion'sChocopieproductsstrivetomeetconsumerdemandsandbuildtrustthroughadvertisingandpromotion.7 Orionanditscompetitors,suchasLotte,bothfacechallengesina
III Orion Business Overview
3.1 Introducing Orion Company
Orionwasknownasthe"KingofVietnameseChocopie"whenitwasproduced
Trang 4● Establishmentperiod-1956s:
- April20,1956:AcquiredFungKukCompany-the2ndlargestconfectionerycompanyintheconfectioneryfieldinKorea
- ThenchangeditsnametoTongyangConfectioneryCompany.Startedproductionofcandyandcaramelproducts
● Growthperiod–1960s:
- 1960:Researchandproductionofthenewproduct-"MamiBiscuit"biscuits
- 1965:Continuouslylaunchingproductsatthebeginningofthenewyear- 1968:BecamethefirstchocolatemanufacturingcompanyinKoreaand
- 1969:Conqueredthedomesticmarketwithchocolateproducts● HardTimes-1970s:
- 1974:Megabrand“CHOCOPIE”wasborn,creatinganewpageincorporatehistory.
Trang 5- 1976:BringingchewinggumproductstotheEuropeanmarket,continuingtoresearchanddevelopmanydiverseproducts● Periodofoutstandingdevelopment:
- In1993,arepresentativeofficewasestablishedinBeijing
- In1994,theChungLufactorywasbuiltanddiversifiedinvestmentfieldsweredeveloped.-In1995,theOrionFoodfactorywasbuiltinChina.- In1996foundedabasketballteam(OrionsPro)andestablished
- In1997,theForeignBusinessDepartmentwasestablished● Re-establishmentperiod:
- InJuly2001,achewinggumfactoryinChinawascompleted
- OnSeptember1,2001,theOrionGroupwasestablished,separatedfromTongyangGroup.Reorganizetheglobalconfectionerybusinesssystemanddeveloptheentertainmentbusiness.WiththeStrategyof"Keyproductmanufacturingcompany"and"Worldclasscompany"- InAugust2002,theconstructionofOrionFoodCompanywascompleted- InSeptember2003,thecompanynamewaschangedtoOrion
- InDecember2004,OFLseparatedfromPepsicoandchangeditsnametoOrionSnackInternational
- InAugust2005,constructionoftheOrionFoodfactoryinChinabegan- InOctober2005,OrionVinacompanywasestablishedandachieved
● Present:
- In2015,MediaplexwasrenamedShowbox.
- In2017,itacquiredJejuLavaMineralWaterCompanyandopenedChocoPieHouse.
- In2019,JejuVolcanicWaterlaunched,notonlystoppingattheconfectioneryindustrybutaimingtograduallytransformitselfintoaglobalfoodcompany.
3.2 Vision, mission, and business ethics of Orion Food Vina company:
a Vision
Trang 6IV Current Situation Analysis
4.1: Macro Environment
The macro-environment includes the larger social forces that influence themicroenvironment - demographic, economic, natural, technological, political,and cultural forces (Philip Kotler & Gary Armstrong, 2012).
(Philip Kotler, Gary Armstrong (2012) Principles of marketing)
4.1.1: Demographics
BasedonWorldometer'slatestdataconstructionbytheUnitedNations,Vietnam'scurrentpopulationis99,066,525asofSaturday,March2023.
Trang 74.1.2: Economic
(infographics,2023)
Trang 84.1.3: Environment
Airpollutionthreatensthehealthofpeopleinmanypartsoftheworld.Newestimatesin2018showthatnineoutof10peoplebreatheairwithhighlevelsofpollutants.Bothambient(outdoor)andindoor(indoor)airpollutionareresponsibleforapproximately7milliondeathsgloballyeachyear;About2.2millionpeopledieeachyear.InVietnam,eachyearthereareabout60,000deathsrelatedtoairpollution.(WHO,2023)
Trang 9OrionVinahasorganizedrecyclingpackagingcollectionprogramsatschoolsandpublicareas.
Trang 104.1.4: Political And Social
IncreaseinvestmentinmanufacturingfactoriesinVietnam.Withastablepoliticalsituation,OrioncancontinuetoinvestmoreinthesefactoriestoincreaseproductionandmeetthegrowingdemandofVietnameseconsumers.
Trang 114.2: Competitors
-Firstisthepolicyofnotincreasingproductprices.Althoughrawmaterialcostsaccountforabout70%ofproductcostsintheconfectioneryandice
Trang 12-Pricecompetition:Nowadays,pricecompetitionandinflationinthemarketareincreasing.Largemanufacturerssuchas:PhamNguyenConfectioneryJointStockCompany,DongAFoodJointStockCompany,BiscafunConfectioneryCompanycontinuouslyexpandanddominatethedomesticmarketshare.-Competitorsareincreasinglyexpanding:OrioningeneralandChocopieproductsinparticulararefacingindirectcompetitionfromfamouscompetitorsincludingKinhDoGroup,HuuNghiFoodJointStockCompany,HuuNghiFoodJointStockCompany,ThanhHoaCompany.VinabicoConfectioneryJointStockCompany,TrangAnInvestmentandTradingJointStockCompany,
Trang 13Orion LotteStrengths -Qualityrawmaterialsfor
-EffectiveCSRactivities:LottehasaneffectiveCSR
Trang 14Weaknesses -InVietnam,OriononlyhastwomanufacturingplantsinBinhDuongandBacNinh,whichcannotmeetthevolumeofmass-producedgoodsfordistributioninmanyprovinces.-Theorganizationalstructureandoperationofthedistributionchannelsystemstillhasmanylimitations.Inparticular,thecompanypayslittleattentiontothemarketinremoteprovinceswitharelativelysmallnumberofdistributionagentscomparedtocompetitors
Opportunities -TheVietnamesemarkethasabundant,cheapandexperiencedhumanresourcesinproductionandprocessingthatneeds
-Theboominthemarket,especiallyinthefastfoodsegment,makeshigh-incomeconsumersmorelikelytogoglobal
Trang 15Challenges -Pricecompetition: -Increasedcompetition:
Trang 16GlobalcompaniessuchasHershey,Ferrero,NestleandOrion.Thesecompetitorsmayoffersimilarorbetterproducts,lowerprices,ormoreeffectivemarketingstrategiestoattractcustomers.-Changingneeds:Changingconsumerpreferencesanddemandsforhealthier,organic,vegan,gluten-free,orsugar-freechocolateproducts.Lottemayneedtoinvestmoreinresearchanddevelopment,innovationandqualityassurancetomeettheseexpectationsanddifferentiateitselffromothercompetitors.-Compliancewiththelaw:Legalandenvironmentalissuesrelatedtosourcing,manufacturing,packaginganddistributionofchocolateproducts.Lottemayfacechallengesincomplyingwithvariouslawsandstandardsindifferentcountries,ensuringethicalandsustainablepracticesthroughoutitssupplychain,andreducingemissions.
Trang 17carbonemissionsandwastegeneration.
Trang 18➢ Price:Chocopiecakeisacakewithirresistibledeliciousnessbutthepriceforeachproductonlyrangesfrom4,500VND/piece-5,500VND/piece,54,000VND/boxof12pieces-66,000VND/boxof12pieces.
➢ Quality:Chocopiecakeislovedbymanypeoplethankstoitscocoacrust,coveredwithalayerofsweetchocolate,andinthemiddleisalayerofmarshmallowcreamsuitableforyourfamilytoenjoy.
4.3.2: Customer Behavior Analysis:
- Age:customergroupfrom23-35yearsold
- Incomelevel:From7-10million(frommediumtohigh)
- Usagelevel:Customerusagelevelisaverage(from4-7times/month)- Intendeduse:Chocopieisoftenusedasasnack,snackorgiftfor
- Customerattitude:Chocopieisconsideredaproductwithgoodquality,delicioustasteandreasonableprice.Therefore,customersoftenhaveapositiveattitudetowardsthisproduct.
Trang 19- Location:Chocopieiswidelysoldatgrocerystores,supermarkets,conveniencestores,etc.CustomersoftenbuyChocopieondemandorwhentheyseetheproductonsale.
- Customersatisfaction:AccordingtoaNielsensurvey,80%ofcustomersaresatisfiedwithChocopieproducts.Theyappreciatethedelicioustaste,goodqualityandreasonablepriceoftheproduct.(Chocopie's''love''forVietnameseconsumers,10yearswithoutpriceincrease)
V Segmentation, Targeting And Positioning
5.1 Segmentation
Trang 20Consumer Children andadolescents
Young Adults Adults
Demographic Age 6 - 22 Age 23 - 35 Age above 35Gender: Male, Female
Income: Low Income: Average- High
Income: High
Occupation:pupil, student
Occupation:looking for a joband havingstable job
Occupation:having stable job
Geography City and countrysideMentality Social class:
middle tohigh-class
Social class:middle tohigh-class
Social class:middle tohigh-classLifestyle:
youthful,dynamic,creative, eager tolearn
Lifestyle:independent,adaptable,modern,responsible andconcerned aboutthe environmentand health.
Lifestyle: manyexperiences,likes to be innature, spends alot of time withfamily.
Personality:cheerful, lots ofenergy
Personality:optimistic, active,passionate.
Personality:tolerant,understanding,rationalBuying occasion Snacks Snacks, gifts Holidays,
offerings, giftsBenefits Attractive
packaging, goodquality, cheapprice
Reasonableprice, good forhealth, beautifulpackaging
Affordable price,eye-catchingpackaging
Behavior Loyalty level:Low
Loyalty level:Average
Loyalty level:HighFrequency of
use: high
Frequency ofuse: average
Frequency ofuse: low
Trang 21(4-7 times/week) (4-7times/month)
5.2 Targeting:
5.3 Positioning
● Productclassification:Thenewproductwillchangeitspackagingformtobecomeespeciallynovel,whichwillhelpattractpotentialcustomersaged23-35tobuymoreproductstogiveasgiftstorelatives.
● Price:Orioncandecidetheproductpricetopositionitinwhichmarketsegment.Chocopieispricedappropriately,itcantargetabroadersegmentofthemarket.
● Qualityandvalue:Orioncanfocusonprovidinghighqualityandgoodvaluetocustomers.ThiscanpositionChocopieproductsinthehigh-qualityconfectionerymarketsegment.
● Uniquecharacteristics:OrioncanidentifyChocopie'suniquecharacteristicsforproductpositioning.Auniquemediacampaignthattapsintothefamilylovementalitywillattractthisagegrouptobuyproductstogiveasgiftstotheirfamilies.
● Marketingstrategy:Orioncanusemarketingstrategiessuchasadvertising,socialmedia,orcooperationwithpartnerstopositionChocopieproductsandcreateawarenessinthemarket.The23-35age
Trang 22VI Campaign Goals
6.1 Business Goals
6.2 Marketing Goals
VII Big Idea
Theideaistofocusonfamily,childrengivetheirparentsacakeboxfilledwithlove
Trang 23VIII Content Strategy
● Boothlocation:Shoppingcenters,parks,universities,walkingstreetsinHanoi(becausethisisanewcampaign,businessesneedtosurveytobeabletospreadthecampaignacrossthecountryeffectively).
● UsingthisOut-of-homecommunicationstrategytomoreclearlyshapetheimagethathasalwaysexistedintheheartsofconsumersfornearly20years.Thiscampaignwillbeacontinuationofthe"LoveislikeChocopie"campaign,whichwillnotbeforgottenintheheartsofconsumers.
● Createboothswiththemessage"Givelovetoyourlovedones"atshoppingcenters,walkingstreetsanduniversitiesnationwide.Attractcustomerstoparticipateinthechallengeatthebooth:"Givelovetoyourlovedones",thentheboothwillgivethemasmallboxofcakesandonthepackagingwillbemessagesoflove.ofthosecustomers.Thatbothshowsconcernforcustomersandcanimpresscustomersthroughthiscampaign.
● Runadvertisementsonelectronicbillboardsinsquares,shoppingcenters,buses,andat"CatLinh"trainstations.
● Image:chocolatecakeimage,familyportraitimage,customer'smainmessagewhencallingrelatives(excerptfromthecustomer'sout-callsegment)
● Poster
● Maincolortone:darkred
Trang 24● Content:Helpsbringfamilyrelationshipsclosertogether,moreattachedtoeachother,givingcustomersadeepimpressionofthebrand.
IX Marketing Strategy
● OOHmarketing
● TikTok
TikTokisthesocialnetworkwiththehighestaveragemonthlyaccesstimeof26minutes/user/month,anincreaseofnearly9hourscomparedto2019.Onaverage,TikTokusersalsoopentheapplicationabout9times/month.AccordingtodatapublishedonByteDance'sadvertisingresource.TikTokhad49.86millionusersaged18andoverinVietnamatthebeginningof2023.Withthisinmind,TikTok'sadvertisingreachhasreached68.9%ofalladultsaged18andoverinVietnamasofearly2023.Additionally,TikTok's
Trang 25● Youtube
InvestinmusicvideosoffamoussingerNooPhuocThinh,whohasagoodimageintheheartsoftheaudienceandwillbereleasedinthelast4monthsoftheyear,topromoteadvertisingonYouTubetoreachalargenumberofpeople.alargenewaudiencewhoarefollowingthissinger.
Trang 26● IntroducingthefamousChocolatebrandfromKorea,lovedallovertheworld.
Trang 27● Describetheuniquestructureofthecake:alayerofhigh-qualitycrispybiscuitscoveredwithalayerofsweetchocolateontheoutside.● EmphasizingthatChocopieisameaningfulgiftforrelativesandfriends
onspecialoccasionssuchasbirthdays,Valentine'sDay,andChristmas.● Thecakeisdeliciousandhasauniqueflavorthatmakesitunforgettable.
● CallonconsumerstochooseChocopietoexpresstheirlovetotheirfamilymembers.
X Timeline And Budget
10.1 Timeline
Objective Createanobjectiveviewofthebrand
-IncreaseSales PositioningnewproductsintheheartsofconsumersPromotiontools -Internet
- social mediapromotion
-advertisingviatheinternet-PR
Trang 28Detail -Productionandpostingmedia(Youtube,FacebookandTikTok)-RunFacebookandYoutubeadvertisingforcampaign-Onlinecommunication-BookKOL,andcooperatewithcelebrities
-FocusonpromotingcommunicationtoincreasesalesrevenueandinteractionPhase 1
Phase 2
Goal:Increasesalesandconveymeaningfulcampaignmessages.Media:socialnetworks,email,directmarketing
Trang 29Phase 3
10.2 Budget
Marketingplan Executiontime BudgetAdvertisement Use OOH,
posters, outdoorbooths, shoppingmalls, stickers onbus bodies, busstops in the city
Public Relation Write contentabout products,introduce andupdate
messages about"Trao lời yêuthương đếnngười mìnhthương yêu" onFacebookchannels
Celebrities andKOLs postarticles andvideos on
November15-February 7Frequency: 2
2billiondongs
Trang 30channels such asTik Tok,
Sales Displayingbooths atshoppingcenters,universities, andwalking streetsnationwide (500booths)
1/1-1/2 15 billion dongs
When customersstop by the cakeshop andinteract, they willbe given a smallbox of cakes andhave theirmessage printeddirectly on thecake box theypurchased.
1/1-1/2 5 billion dongs
Direct marketing Send thanks andgratitude toretailers, agents,and customersthroughout thecampaign viaemail
January 1 February 15
-20 million dongs
Online Marketing Collaborated withtwo singers NooPhuoc Thinh andBich Phuong tomake an MV onthe theme 'Tet'and advertiseChocopieproducts Thereis support for Mvproduction costs
November 15:MV filmingbegins
December 2: MVcompletedDecember 25->February 15:calculate totalnumber of views
15 billion dongs
Trang 31XI IMC
Internet Facebook
Follow <200k 200k-500k
>500kView <700k 700k-900
>900kReach <100k 100k-
15% 15%-30% >30%Youtube Subscribe <400k 400k-650k >650kView <400k 400k-1M >1MEngageme
<10% 10%-25% 25%
Tiktok Follow <600k 600k-800k >800kView <400k 400k-850k >850k
<500k 500k-800k >800k
Advertising Poster View < 200K 200K-300
K >300K
Reach < 100K 100K-200K
> 200K
r View < 1,31M 1.31M
-1.5M > 1.5M
Reach < 500K 500K 800K
-> 800KDirect
Mail View < 500K 500K - 1M > 1M