group assignment module asian entrepreneurshipand innovation

All required addressed but may not be addressed with thoughtful consideration and/or may not questions are reflect proper use of content terminology or additional original not be present

THE HEALING COOKIES

Group members: 1 VAN CONG KHANH LAN ID: 2121013124

2 BANG MINH THU ID: 2121012811

Class code: 2331910011105 Lecturer: Dr Hoang Thu Thao Date/Time: 15/12/2023

GRADING RUBRIC — PART 1

Some but not all required

questions are addressed

Content and/or terminology

is not properly used or

referenced Little or no

original thought is present

presented are merely

restated from the source, or

ideas presented do not

reasoning presented

throughout the writing All required

addressed but may not be addressed with thoughtful consideration and/or may not

questions are

reflect proper use of content terminology or additional original not be present and/or may not be properly cited sources All required questions are

addressed with thoughtful consideration reflecting both proper use of content terminology and additional original thought Some additional concepts may be presented from other properly cited sources, or originated by the author following logic and reasoning theyve clearly presented throughout the writing

Criteria Inadequate Minimal Adequate Exemplary Organization 0.2 pt 0.3 pt 0.4 pt 0.5 pt

and format Wnting ` lacks logical Writing is coherent and logically we Writing ` is coherent and Writing shows high degree of `

organization It may show organized, using a format suitable logically organized, using a attention to details and some coherence but ideas for the material presented Some format suitable for the material presentation of points Format lack unity Serious errors pomts may be contextually presented Transitions between used enhances understanding and generally is an misplaced and/or stray from the ideas and paragraphs create of material presented Unity unorganized format and topic Transitions may be evident coherence Overall unity of clearly leads the reader to the information but not used throughout the essay ideas is supported by the format writer’s conclusion and the

Organization and format used may and organization of the material format and information could detract from understanding the presented be used independently material presented

Content 0.5 pts 1 pt 2 pts 3 pts

All required questions are addressed with thoughtful in- depth consideration reflecting both proper use of content terminology and additional original thought Additional from properly cited sources,

or originated by the author following logic and reasoning throughout the writing

drawn

Grammar, 0.2 pt 0.3 pt 0.4 pt 0.5 pt

Mechanics, Writing contains many " Some spelling, punctuation, and Writing is free of most spelling, ¬= Writing is free of all spelling, Le

—— spelling, punctuation, and grammatical errors are present, punctuation, and grammatical punctuation, and grammatical

grammatical errors, making

it difficult for the reader to

may be sentence fragments

and run-ons The style of

writing, tone, and use of

rhetorical devices disrupts

Additional information may be

of writing, tone, and use of rhetorical devices may detract from the Additional information may be presented, but

content

in a style of writing that does not support understanding of the content Some in-text citations and academic references may be presented but mostly in a wrong format or not academic resources

errors, allowing the reader to follow ideas clearly There are

no sentence fragments and run- ons The style of writing, tone, and use of rhetorical devices information is presented in a style that supports understand ing of the content In- cohesive

text citations and academic references are presented properly but still exist minor wrong format

errors and written in a style that enhances the reader’s ability to follow ideas clearly There are no sentence fragments and run-ons The

of rhetorical devices enhance

Additional information is presented to

enhance understanding of the content

the contem

encourage and In-text citations and academic references are very well presented

GRADING RUBRIC — PART 2

amd format Slides lack logical Slides are coherent and logically Slides are coherent and logically Slides show high degree of

organization It may show organized, using a format suitable organized, using a format attention to details and some coherence but ideas for the material presented Some suitable for the material presentation of points Format lack unity Serious errors pomts may be contextually presented Transitions between used enhances understanding and generally is an misplaced and/or stray from the ideas and paragraphs create of material presented Unity unorganized format and topic Transitions may be evident coherence Overall unity of clearly leads the reader to the information Little or no but not used throughout the essay ideas is supported by the format writer’s conclusion and the sourcing are provided Organization and format used may and organization of the material format and information could

detract from understanding the presented Sourcing is generally be used _ independently material presented Sourcing may adequate and current Sourcing is current and

be outdated, or thin, visual aids supports major ideas need work

Delivery 0.25 pt 0.5 pt 0.75 pt 1 pt

Low volume or energy; More volume/energy needed at Adequate volume and energy; Good volume and energy; pace too slow or fast; poor times; pace too slow or fast; some generally good pace and diction; proper pace and diction; diction; distracting gestures distracting gestures or posture; few or no distracting gestures; avoidance of distracting

or posture; unprofessional adequate appearance; visual aids professional appearance; visual gestures; professional appearance; visual aids may be used but not effective aids used adequately appearance; visual aids used poorly used effectively

Content 0.25 pt 0.5 pt 0.75 pt 1 pt

Some but not all required All required questions are All required questions are All required questions are questions are addressed addressed but may not be addressed with thoughtful addressed with thoughtful in- Content and/or terminology addressed with thoughtful consideration reflecting both depth consideration reflecting

is not properly used or

referenced Little or no

original thought is present

in the writing Concepts

presented are merely

restated from the source, or

consideration and/or may not terminology or additional original thought Additional concepts may not be present and/or may not be properly cited sources

proper use of content terminology and additional original thought Some additional concepts may be presented from other properly cited sources, or originated by

both proper use of content terminology and additional original thought Additional concepts are clearly presented from properly cited sources,

or originated by the author

ideas presented do not the author following logic and following logic and reasoning follow the logic and reasoning theyve clearly they've clearly presented reasoning presented presented throughout the throughout the writing throughout the writing writing

drawn

Grammar, 0.2 pt 0.3 pt 0.4 pt 0.5 pt

Mechanics, " Style Presentation does not Additional depth needed in places; Presentation provides adequate Presentation provides good

provide adequate depth;

key details are omitted or

undeveloped; presentation

is too short or too long

important information omitted or not fully developed; presentation

is too short or too long

depth; few needed details are omitted; major ideas adequately developed; presentation is within specified length

depth and detail; ideas well developed; facts have adequate background; presentation 1S within specified length

TOTAL:

GROUP CONTRIBUTION Complete this form by filling in the table below with each member’s name, student number and the percentage of contribution/participation made to the assignment You will not receive a final grade for the assignment unless this form is signed by each group member and submitted along with the assignment

1 Industry Size, Growth Ñafe€ nen Tnhh ky ll

1 Market Sepmentation and Target Market Selection cày 15

VIII

IX

Product, Price, Promotions, and IDistribution -ccc c2 222cc xxs 24

Design and Developmenf Plan nh Tnhh 24

TABLE OF PICTURES Picture I: The Healing Cookie business model teamplafe . ẶẶẶằĂ nà sese ll Picture 2: Predict total revenue of The Healing Cookie in the Íirst quarter 22

TABLE OF FIGURES

Figure 1: Reasons why buyers decide to buy the product and become a loyalty customer in

51 22 14 Figure 2: The texture o£Êcookles that customers would prefer to buy 14 Figure 3: The platform consumers choose to purchase the product cà 15

Figure 5: Several factors that affect pastry purchasing behavIor cà ssằ 17 Figure 6: Reasons why buyers decide to buy the product and become a loyalty customer in

1¬ 18

TABLE OF TABLES

Table 2: The comparison between ‘The Healing Cookie’ and other direct competitors 18 Table 3: The comparison between ‘The Healing Cookie’ and other indirect competitors 20

I Executive summary

1 Concept statement

Product: Cookies originated from healthy ingredients such as oatmeal, whole grain flour, and diet sugar that good for health and support weight loss The cookies have 4 flavors for customers to choose: original — vani, chocolat — cacao, matcha and banana, with a weight

of 30g for a piece of cookie, amking it an ideal choice for a snack The healthy cookie recipe has been made and tested by Khanh Lan and Minh Thu — 2 founders of the brand The cookies have an attractive shape, appealing to the target audience, and the packaging and accompanying services are suitable for young people, making the brand’s product stand out

Target market: Confectionery market, specifically in Ho Chi Minh city — Vietnam The

targey customers are the young generation — Gen Z, who have a stable income and are concerned about their health issues, from physical to mental health

Unique selling point: ‘The Healing Cookie’ not only offer a line of healthy — origin

cookies, beneficial for health and weight management but also bringing intangible value

for buyers, demonstrating care and concern for the mental health of customers To be more specific, consumers will receive special gifts, handwritten notes from the team This approach positively impacts the buyers’ psychology, making them feel cared for and healed Management team: ‘The Healing Cookie’ is managed by its founders — Van Céng Khanh

Lan and Dang Minh Thu Khanh Lan possesses a solid foundation in finance and research Additionally, Lan has experience in entrepreneurship, specifically in a different field — DIY

crocheting products Lan has a keen understanding of the psychology and desires of her

target customers Minh Thu has entrepreneurial in the confectionery market, specifically

with a line of tiramisu cakes Additionally, she holds roles in creative, marketing, and communication for ‘The Healing Cookie’ These responsibilities are bolstered by the

experience she gained during internships in a similar position

2 Operation plan

Business location

- Beanthere DIY house: 42/7 Ho Hao Hon Street, D1, Ho Chi Minh city

- Beanthere Café: 3/5 Hoang Sa Street, D3, Ho Chi Minh city

- The location for producing the products, setting up facilities and equipment: 104 Bui Vien Street, D1, Ho Chi Minh city (private residence of the founder)

General approach to operation

- To minimize the costs, the team has chosen a partnership model with Beanthere cafe

- Business model: ‘Selling products through a third — party retail point’ In this case, Beanthere acts as a retail point of the brand’s products This cooperative model is based

on mutual benefits, advantageous to both parties

- Purpose: Beanthere will share a portion of their space for ‘The Healing Cookie’ This area is designed to display cookie products, which are only sold during the day However, the space would not include any machinery or equipment; the cookies are pre

— made and brought in for display

base from Beanthere Café, which shares many similarities with the brand’s customer

profile, most importantly, an interest in physical and mental health Simultaneously, it

provides Beanthere’s customers with a range of cookies to complement their beverages

- Infrastructure: Currently, production equipment and machinery will be located at the founder’s home, to save costs and facilitate easier management and operation of the production

- During the initial launch phase, our focus will be on the quality and uniqueness of the

product We will develop a communication and marketing plan to increase awareness

of “The Healing Cookie’

The Healing Cookie business model teamplate:

“To heal your mental health, to give the greatest freshly- | “Cookies - Medicine for mental health” Product

baked gifts and sweets for all, delivered with warmth and [ differentiation: Healthy-safety ingredients Service differentiation:

supported by our quality guarantee.” Additional gift that support customer mental health

young people, aged 18-25, students or working people in the

Ho Chi Minh City area They like dessert, want to find a cake

to snack on and relic Th bout health i

+ Conk k Value: Healing - Quality - Healthy - Innovation - Friends

Y Y aah ee ; v and prefer cakes with healthy ingredients and stable prices |» Biscuit Market Healthy food Products: healthy cookies with unique additional service that “healing” both This group of people is also interested in mental health issues Customer mental health and physical health

and seeks motivation and comfort from others Tagline:*Cookies - Medicine for mental health”

Vision: “Becoming the leading home-made cookie brand in Ho Chi Minh City, I ‘

offline stores’

Health healthy and safety Grab: support marketing, delivery and promotion

ingredients for customer physical Offline store: mini-showroom

health in Beanthere Cafe

Additional service: “healing” customer Online channels: Instagram,

health through packaging gift and Facebook

Picture 1: The Healing Cookie business model teamplate

1 Industry Size, Growth Rate

Itis predicted that the revenue of this market will reach 8.8 Billion USD in 2023, with an annual

is 10.71% According to Statista, the consumption of sugary confectionery for the largest proportion, followed by sweet pastries and other preserved products In particular, Vietnam’s confectionery market has recently seen intense competition from both local and foreign

last 2 years as opposed to 15 — 20% between 2010 and 2015

Although not considered essential goods, confectionery products are indispensable in the market Many of Vietnam’s reowned confectionery businesses today have grown from family

—run operations This indicated that the domestic confectionery market is very attractive and

continuously expanding

According to the Ministry of Industry and Trade, this industry has an annual revenue growth rate of roughly 15%, and it is estimated that the overall market turnover is 51 trillion VND Vietnam’s confectionery sector has set itself a development trajectory that calls for increasing food safet and quality requirements, as well as innovating with automated and contemporary

production equipment by 2030 This development strategy also inludes investments in the establishment of reliable raw material locations and a concentration on the creation of premium confectionery items

As of August 2010, 56% of Vietnanmese people under 20 tended to consume more candy than those over that age, according to AC Nielsen Vietnam

2 Industry Structure

Industry type: Fragmented industry

According to the market share, it can be seen that large enterprises and conglomerates in the Vietnamese confectionery sector account for just over 30% of the total market share of the industry, with the rest belonging to small and medium — sized enterprises Ass a reuslt, the

potential for development in this sector is feasible, with fewer barriers from competitors

compared to other industries

The Vietnamese confectionery industry originated from family businesses The majority of enterprises started as small, family — run production units Currently, large confectionery

businesses like Kinh Do, Bibica, Huu Nghi, occupy for 31% of the market share in Vietnam, with the rest held by medium and small enterprises This indicates that there is still considerable growth potential in this sector

The threat of new x

offerings

For new businesses like The Healing Cookie, this is a highly competitive industry with a potential for consistent development The Healing Cookie will be motivated to enhance the quality of its products in order to differentiate and stand out from the competitors, albeit, by the competition

According to "The Healing Cookie” criterion, products must be distinct from the competition,

have a healthy origin, consider the physical and mental health of customers, and be original The aforementioned data indicates that the healthy eating trend is and will continue to increase

significantly in the upcoming years, which will allow The Healing Cookie to expand and feel confident about its future income stream

III Company Description

1 Company History

Two young students from the University of Finance — Marketing, Dang Minh Thu and Van Céng Khanh Lan, started ‘The Healing Cookie’ bakery Their range of healthy cookies is designed to reduce the tension that comes with indulging in ssweets and the worry that one may gain weight The cookies are prepared with components that are good for customers‘

health and help them control their weight

Recognizing the mental health issues prevalent among Vietnamese youth, such as ‘Peer — pressure‘ and ‘FOMO*‘, the team aim to provide not just simply physical products but also emotional support and upliftment Their cookies are metaphorically seen as ‘medicine* for their customers, with a focus on healing both physicl health and mental well — being, offering support and companionship like a friend

2 Mission Statement

To heal your mental health, to give the greatest freshly — healthy — baked gifts and sweets for all, delivered with warmth and supported by our quality guarantee and service

Value: Healing — Quality — Healthy — Innovation — Friends

Products: Focus on healthy cookies

Tagline: ‘Cookies — Medicine for mental health’

Vision: Becoming the leading homemade cookie brand in Ho Chi Minh city, developing a variety of healthy cookie product lines and establishing official ofline store

3 Products and Services

3.1 Products

Weight: 30 grams for a piece

since in the survey, there are 32 individuals care about the quality and healthy ingredients in a product

Những lý do vì sao Anh/ quyết định mua sản phẩm và sẽ quay lại đế sử dụng sản phẩm trong tương

lai

Figure 1: Reasons why buyers decide to buy the product and become a loyalty customer in the future

Texture: According to to our survey, in the total of 50 people, there are 44% of them choose crunchy cookies, 28% of them choose cookie with filling Therefore, the team decides to make

3 products with crunchy texture and 1 product with filling inside

Khi lựa chọn sản phẩm là bánh cookie, Anh/Chị thích chất bánh như thế nào?

- Chocolate Tranquility Granola Bites: Chocolate cookie mix with granola and asliced

almond on the surface

- Serenity Matcha Almond Clouds: Matcha cookie with marshmallow filling and sliced

almonds on top

- Blissful Banana Choco — Oat: Banana cookie with crushed oats and burnt chocolate

on the top of the cookie

3.2 Service

Customers can buy directly at Beanthere Café and the products are displayed on a small shelter Buyers could ask the staff in the coffee shop for more information and the ingredients of the products Moreover, the coffee shop provides seating for customers if they request it and they could order beverage to use with the cookies Each product packaging will have a QR code attached for feedback if they are not satisfied with the service or products

For the buyers want to buy online for the convenience, both two founders have knowledge about healthy ingredients Therefore, customers could contact them for more information

by messaging on Instagram or calling directly After that, customers could use Grab delivery app for ordering or inboxing straightforward on the brand’s official page on

purpose of bringing the healing and relaxing ambiance for customers and this is sharing a

common purpose of ‘The Healing Cookie’

Grab: Business collaboration with Grab for the online platform, provide delivery services for

the business in the food and beverage sector, bringing products for customers quickly and conveniently, and support “The Healing Cookie‘ in marketing activities simultaneously

IV Market Analysis

1 Market Segmentation and Target Market Selection

1.1 Economic trend

The average income of Vietnamese people if about 7 million VND/month, Vietnam currently

is in the stage of a ‘golden population’ with the working — age in the country accounted for more than 70%

The average monthly income of workers in the first 6 months of 2022 is 6,5 million VND, and increase of 5,4% (equivalent to a rise of 326.000 VND) compared to the same period in 2021 and a growth of 11% (equivalent to an increase of 646.000 VND) compared to the same period

in 2023

1.2 The current state of health in Vietnam

For consumption trends in the Vietnamese market, individuals prefer to use and buy low — fat,

low — sugar, and low — calories foods This is because of the increase in the number of obesity,

urbanization, lifestyle changes, and growing health consciousness As a result , there is a

significant shifft towards healthier food options