Therefore, Gasaco will launch Crenosa milk tea flavored water with natural ingredients, low in sugar with the aim of bringing a product with a new, unique taste but safe to ensure the he
GASACO COMPANY OVERVIEW
INTRODUCTION
Established in 1994, with more than 20 years of experience in the beverage manufacturing and processing industry, Quang Minh Food Processing Co., Ltd (GASACO) has become one of the outstanding typical units chosen by consumers across the country today
In 2025, the company is one of the leading beverage companies trusted in Vietnam
The principles and responsibilities that Gasaco always persistently pursues in all circumstances despite difficulties and disadvantages
- Pioneer: Taking the lead in natural beverage management, creating clean drinking water for Vietnamese people
- Differential: Creating different and humane products bearing GASACO's mark - Companion: Gasaco always accompanies and develops for the health of the community - Responsibility: Gasaco commits and fulfills its responsibility to society, partners, customers, and employees on the principle of mutual benefit
Research, develop and create clean drinking water, extracted from nature to protect and improve the health of Vietnamese people
STRATEGIC OBJECTIVES
- Customers: Reaching target customers as well as exploiting more potential customers
- Market: Expanding the operating market in the coming time, building a reputable and quality brand
- Coverage: Expanded coverage to more retail points across the country
When thinking of the Crenosa brand, consumers will think of: A fresh, youthful and dynamic image
- Product features: It is a milk tea flavored water product
+ Rationality: natural materials, clean and safe
+ Sentiment: Fresh, creative images and safe product, expressing personality when using Crenosa milk tea flavored water
- Associated with a dynamic, modern modern lifestyle
SWOT & MACRO ENVIROMENT ANALYSIS –
SWOT OF COMPANY
- The company has a long history of development with more than 20 years of experience in the beverage manufacturing and processing industry
- With modern equipment and machinery, the company guarantees to produce the best products to consumers
- Extensive product distribution system with agents and sales centers throughout Vietnam - The company's products have been exported to countries such as the UK, Australia,
- Gasaco's factories always operate with a stable capacity to ensure the needs of consumers
- The company's products are not highly competitive yet - Marketing communication activities are not strong - Brand strength is not high
- Vietnam's economy has a high growth rate - Vietnamese people's income is increasing - People's demand for beverage products in Vietnam is high - Vietnam is a country with a stable political regime and an open legal system - Vietnam's intellectual level is relatively high, especially in urban areas The rate of people graduating from universities and colleges… is quite high compared to other countries; Moreover, the intellectual workers in Vietnam are excellent at technology, so this is also an abundant human resource for the company
- The government's family planning policy will make the young age older in the next few decades and the aging population structure will no longer be an advantage for Gasaco - Pressure from substitute products
- Fierce competition from competitors - Customers are increasingly difficult
CURRENT BEVERAGE MARKET SITUATION
2.2.1 Size and growth rate of Vietnam's beverage market
Vietnam has one of the highest per capita beverage consumption markets Compared to 2010, Vietnam's alcohol consumption has increased by nearly 95%, ranked first in the world, doubling the second-ranked country (India), and 16 times higher than the United States
Vietnam’s beverage industry is rapidly expanding, aided by economic growth, advantageous demographics, rising tourism, and higher middle-class income According to Euromonitor, the Vietnamese beverage market by 2020 has a revenue of more than 5.8 billion USD With an annual growth rate of 6%, the sector is a major driver of Vietnam’s economy, with the highest production value and the 2nd highest total revenue The reasons for the high growth of Vietnam's beverage industry are due to the hot and humid climate, diverse food culture, and the rapid development of food services These things have pushed the demand for beverages to increase rapidly over the years In addition, Vietnam is a country with a young population, with the age group of 15-54 years accounting for more than 62.2%; in which the age group 15-40 is considered to have the highest demand for beverages
Nowadays, consumers are more and more demanding Their tastes have now changed Market research firm Mintel announced 12 new trends for the food and beverage industry Accordingly, the trend of using healthy drinks with clear and natural ingredients as well as the requirements for proof of origin becomes more stringent If in the past demand was more than supply, customers used products that were "innocent", more interested in taste and preferences, now they are fastidious and careful in choosing products Now buyers are paying more and more attention to clear labels and standard ingredients This requires businesses to be transparent about information, make more quality commitments and be more careful in communicating with users
2.2.3 Competition in the Vietnamese beverage market
The beverage market in Vietnam is fiercely competitive This is clearly shown in the number of enterprises involved in the production, supply, and import of beverage products
According to collected data, as of 2021, there are 519 enterprises operating in the field of beverage import and production The beverage market in Vietnam is fiercely competitive
This is clearly shown in the number of enterprises involved in the production, supply, and import of beverage products According to collected data, as of 2021, there are 519 enterprises operating in the field of beverage import and production.Currently, there are more than 500 brands of bottled water on the Vietnamese market with many products supplied by private manufacturers and foreign brands in the market Moreover, the competitive pressure from substitute products is very strong: carbonated drinks and fruit juices are having a very high growth rate, especially the "boom" of bottled teas in recent years leading to competition in the beverage market has become increasingly fierce
SWOT OF PRODUCT
- For those who are addicted to milk tea and are in the process of losing weight, this drink is considered an effective solution to replace ordinary milk tea
- New flavor => curious to consumers about the taste, which will attract more buyers to experience
- Only focus on young customers => The target audience is narrow - Gasaco brand is not a strong brand in the market
- Milk tea flavored water is an unpopular product => potential market - Strong growth forecast for bottled water market
- The needs of consumers are increasingly diverse => milk tea flavored water creates a competitive advantage
- Beverage market fluctuates - High competitive rate - Retailers such as supermarkets, convenience stores, department stores have many strict requirements when importing products for sale
COMPETITIORS
Gasaco milk tea flavored water has to face directly with Goodmood drink including two versions: yogurt drink and orange extract drink of Suntory PepsiCo Vietnam Beverage Company (SPVB)
Indirect competitors to Gasaco milk tea flavored water are all beverage products from other companies that jointly address the beverage needs of consumers Can be mentioned Tan Hiep Phat Company with Number one strawberry products, zero degree green tea, squash tea, or products of salted lemonade, fruit juice, of Bidrico company
STP
TARGETING
The main target market that Gasaco targets for this product is segment 2 The audience in this segment is from 23-30 years old, living and working in urban areas Segment 2 is a potential market for Gasaco because the characteristics of consumers in this segment are consistent with the characteristics of Crenosa milk tea flavored water new products:
- Having a stable source of income, so be able to pay for themselves
- Care about health and product quality - Likes to explore and experience, like convenient and novel products - Dynamic, modern, catching up with trends.
POSITIONING
- The positioning of Gasaco milk tea flavored water is "the taste is like enjoying a cup of milk tea but with fewer calories" This is the strength of the product because other Vietnamese beverage brands in the market do not have product lines with this flavor
- Gasaco will apply the "More for more" strategy to position Crenosa milk tea flavored water This means that Crenosa products will have higher quality and higher prices compared to other competitors
MARKETING MIX STRATEGIES
PRODUCT STRATEGY
Milk tea flavored water is made from real tea leaves, milk, and natural mineral water, so it is safe for consumers' health The product is processed by the distillation method The water will be boiled, and the steam will pass through a layer of black tea to infuse the tea flavor This amount of steam is then cooled, leaving a layer of tea-flavored liquid that is transparent like water Transparent milk ingredients containing only lactose and fat-free minerals are suitable for all audiences Combine transparent milk ingredients with the above
"transparent tea flavored water" to get milk tea flavored water
Gasaco is committed to bringing consumers a milk tea flavored water product that tastes like enjoying a cup of milk tea but with 20 times fewer calories, does not cause fat and is safe for consumers' health
The bottle is easy to open for everyone, unique and fancy transparent rectangular body shape with a capacity of 455ml This rectangular bottle design has an outstanding feature compared to the round bottle design in that it is difficult to roll and fall off the surface, easier to store drinks
The brand name "Crenosa" is a combination of the first letters of the three words Creativity, Novelty and Safety Crenosa is written in a modern font with an orange tone
This color was chosen because it brings a sense of creativity, attraction and success With the slogan "Crenosa - Best choice!" the brand is committed to giving consumers the best experience
The main color of the label is blue, which brings a sense of security, protection, and promotes trust in the product The rectangular label will be affixed on the front of the bottle body vertically, on which will be printed the brand name, product name and company name Gasaco The back of the bottle will be affixed with a label of the same size as the front, on which information such as ingredients, expiry date, instructions for use and storage, UPC CODE, product capacity, the name and address of the manufacturer or distribution company, including street address, a general overview of the nutritional value of the product will be printed clearly and in detail
- The company will create a fan page on Facebook and an official website for the Crenosa brand The information about the product will be posted and updated regularly so that customers can refer and learn before buying the product In addition, the website and fan page will provide a toll-free phone number and email for customers to contribute ideas and receive advice before, during and after purchase
- Shopping support: For busy customers who do not have time to go to places that sell Crenosa products, they can easily buy products through those two online shopping sites Shopee and Lazada.
PRICE STRATEGY
In the new stage of launching products to the market, Crenosa milk tea flavored water will use the "flash skimming" pricing strategy, which means high prices and big promotions With a high price to get high profits in a short time to compensate for the huge investment costs for the production and launch of products to the market The big promotions are aimed at attracting attention, stimulating the buying demand of consumers to speed up the penetration and dominate the market When Crenosa milk tea flavored water is newly launched on the market, the price of 1 bottle with a capacity of 455 ml will be 12,500 VND That is a price that is not too high compared to the use "like enjoying a cup of milk tea but fewer calories, no fat and safe for health" of the product However, considering the domestic beverage market in Vietnam, it is not cheap In general, Crenosa milk tea flavored water still has a higher price than other beverage products
Table 4.1 Prices of some beverage products on the Vietnamese market :
Product's name Capacity(ml) Price/bottle
Crenosa milk tea flavored water 455 12.500 VND
Good Mood yogurt Flavored Water
Good Mood orange flavoured water
The higher price of Creosa milk tea flavored water is mainly due to the high cost of input materials, fresh ingredients, technological processes with many complicated processing stages These things increase the cost of the product
12 + The company can offer a line of Crenosa milk tea flavored water that is packaged with a strategy of diversifying packaging sizes: Packing lower weight than traditional products to lower the selling price Or produce packaging with large paper boxes for many people to use together to reduce costs In addition, offer promotional policies for customers who buy in bulk (buy four bottles, get one bottle free) to stimulate customers' shopping needs
+ The company should invest in building and link with input ingredients growing areas in order to lower the price of ingredients, and stabilize the supply as well as the quality of the input ingredients.
DISTRIBUTION STRATEGY
Because Crenosa milk tea flavored water is a popular consumer item, consumed regularly, consumers do not waste effort when deciding to buy, so Gasaco will use an extensive distribution strategy for Crenosa
For goods to be consumed, there need to be different individuals involved in the distribution of the company's products, including manufacturers, distribution intermediaries, and consumers/customers Below is the distribution channel structure Gasaco will apply to distribute Crenosa milk rea flavored water to consumers:
- Distribution channel length: One level - Type of intermediaries joining the channel: Retailers - Distribution channel width:
Vietnamese people have the habit of buying everyday consumer goods, so for their convenience and speed, Gasaco will distribute milk tea flavored water to consumers through intermediaries such as markets, grocery stores This makes it easy for them to buy products quickly, saving time
Nowadays, Vietnamese people tend to prefer to buy consumer goods such as drinking water in modern distribution locations such as supermarkets, buffet stores and online shopping channels Therefore, Gasaco will distribute Crenosa products to consumers through these retail channels Crenosa products will be distributed at:
4 retail supermarket chains that are Big C, Co.op mart, Emart and Vinmart
5 convenience store chains Circle K, Ministop, Family mart, 7-Eleven, GS25 2 major online shopping sites, Lazada and Shopee
At these supermarkets, convenience stores, and online shopping sites the product is delivered directly to the end consumers This distribution channel focuses on the end consumers, consuming in small quantities but often
Because of the very important role of distributors in the market, Gasaco will implement policies to encourage distributors to strengthen cooperation and ensure a long- term relationship between the company - the end customers To encourage distributors, the best policy that Gasaco will apply is to use a discount rate that increases gradually according to sales Gasaco may provide a higher discount to distributors who guarantee to sell a larger volume of products and give priority to fewer deposits when purchasing products or prepayment of orders for large distributors
- The first is the receipt and processing of orders When receiving orders, try to satisfy customers as quickly as possible in terms of quantity, price, and service and then deliver goods as quickly as possible to customers
- In addition, regularly encourage channel members so they can work at their best Gasaco should learn the needs and aspirations of the members, try to establish a close relationship with them to meet their needs to the best of the company's ability At the end of each operating period, there should be accurate assessments of the business results of each channel member Thereby, there is an appropriate material reward if they complete the job well On the contrary, the members do not complete the task well, make many mistakes in the process of operation, we will find out the reasons to have solutions such as warning, dismissal, or additional help.
MARKETING COMMUNICATION STRATEGY
- To be able to perform well the distribution process also requires appropriate investment to get the highest profit The company will invest 10-12% of its revenue In addition, it is necessary to try to exploit the full potential of storage and warehousing to reduce distribution costs
- Build the brand image of Crenosa milk tea flavored water by supporting beautiful and prominent banners, signs, and product display shelves at retail locations to create attraction and interest in the product of consumers
According to research results on media habits of Quoc Viet research and consulting company, young audiences are tending to watch less TV and spend more time on the Internet Because the target audience that Gasaco company targets for the Crenosa milk tea flavored water brand are young people (aged 23-30), Gasaco decided to advertise on two main channels: news websites and social networks
- News website: The following websites will be selected for advertising are Kenh 14.vn, Zing.vn and Vnexpress because these are the news websites most visited by young people (according to TopBestViet)
Table 4.2 Online advertising on websites
News website Location Size Content
Kenh 14.vn Medium Rectangle B 300x250 Light brown background
Logo: Crenosa has the slogan Best choice! showing up
There is a picture of a bottle of milk tea flavored water Vnexpress Special right 5 160x600
- Social networks: The selected social networking sites are Facebook and Youtube because these are the two most popular social networking sites today.
+ Advertising on Youtube on PC and Mobile
Build a viral clip with content about the novelty, uniqueness and safety of Crenosa milk tea flavored water in order to arouse curiosity and stimulate consumers' attention about the product
Format: promotional video appears before other videos on Youtube Activity: video ads play before, during or after another video After 5 seconds, the viewer chooses to skip the ad
Charge: Only charge when viewers watch 30 seconds of video (or shorter than 30 seconds)
+ Display Youtube Ads: Text+Picture+Link
Title: Crenosa Best choice! – Text: Water with milk tea flavor, both new and familiar feeling Why not try?
Picture: 1200x628 pixels + Advertising on Facebook
Table 4.3: Online advertising on Facebook
Week Number Unit Facebook Ads -
Run ads to increase interaction / stimulate consumers with the content posted on Fanpage
Facebook Ads - Click to website
Run ads that appear on Facebook's ad-allowed area (newsfeed, right column)
Advertising form: The company designed 15 banners with the image of milk tea flavored water pasted on 15 delivery trucks to distribute to retailers This is a form of advertising that is easy to reach the target audience and reach many traffic participants
- Advertising at the distribution locations
Advertising in 3 supermarket chains BigC, Coopmart and Vinmart in Ho Chi Minh City and Hanoi
Advertising form: Setting up and decorating the display stand of milk tea flavored water, sending staff to introduce and advise on products to consumers In addition, let customers try Crenosa milk tea flavored water
+ Promotion form: When buying 2 bottles of Crenosa milk tea flavored water, consumers will get 1 free hard plastic cup with straw at Big C, Coopmart, Vinmart supermarkets in Ho Chi Minh City and Hanoi
+ Purpose: Encourage consumers to learn and buy to experience the product, thereby increasing brand awareness of Crenosa
+ Promotion quantity: 15,000 pieces Phase 2: 1/7/2022 - 31/8/2022 + Name of the promotion program: "Check the code to receive a great gift"
+ Location: Ho Chi Minh City and Hanoi
+ Promotion form: Inside the cap of each bottle of milk tea flavored water, there will be a code and instructions on how to check will be printed on the package After checking the code, if the words "Congratulations on getting a first / second / third / consolation prize" appear, it means that the customers has won Conversely, if the words "Good luck next time" appear, it means that the customer did not win Customers will come to exchange for the first / second / third prize at Coopmart, BigC, Vinmart supermarket chains in Ho Chi Minh City and Hanoi Here customers will be awarded prizes and take souvenir photos The picture will then be uploaded to Crenosa's fanpgae to prove that the prize is real With consolation prizes, customers will receive phone scratch card code right after checking the code
1 first prize: 30,000,000 VND 2 second prizes: 15,000,000 VND 3 third prizes: 7,000,000 VND 100 consolation prizes 1: phone scratch cards with face value of 100,000 VND
100 consolation prizes 2: phone scratch cards with face value of 50,000 VND
+ Organize the program "Music with Crenosa"
+ Objective: Connect brands and introduce new products so that consumers can accept and keep the new product image
+ Content: Organize a music program, with the participation of singers Only C, Suni Ha Linh, De Choat, Uni 5
+ Location: At the pedestrian street in Ho Chi Minh City
+ Time: 12/3/2022 + Before this music event takes place, post PR posts on the Crenosa brand's Fanpage and 3 news website channels Kenh 14.vn, Zing.vn and Vnexpress for everyone to know and come to participate in the program
+ After this music event takes place, post PR posts on the Crenosa brand's Fanpage and 3 news website channels Kenh 14.vn, Zing.vn and Vnexpress to increase brand awareness and attract everyone's attention
+ Charity activities: Gasaco Company plans to organize the program Giving 1000 sets of “ textbooks to children in remote areas ”
+ Objective: Show the humanity of the company so that consumers have a good and sympathetic view of the Crenosa milk tea flavored water brand
+ After this event takes place, post PR articles on 3 news websites namely Kenh 14 n, vZing.vn, and Vnexpress so that people can know more widely.
ACTION PLAN
Category Time Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Organize music shows and launch product to the public
Post PR post before music event on Kenh14.vn, Zing.vn, Vnexpress
Post PR post after music event on Kenh14.vn,
Set up Product display counter and distribute trial products
Video TrueView in-stream ads
Facebook ads click to website
Place ads on kenh14.vn
Stick banners on freight cars
20/7 – 22/7 Post PR post after the textbook handing out event on Kenh14.vn,
CONCLUSION
New product development strategies are based on analysis of market opportunities, advantages, difficulties, challenges and the possibility of success of Crenosa milk tea flavored filtered water With the feature of being a milk tea flavored water product with a new taste, Crenosa is looking to build its image in the minds of consumers, not only as a beverage for refreshment but also for safety for consumers' health
The implementation of the new product strategy needs to be taken care of by the Board of Directors and adjusted to suit the needs and development of the market It is necessary to closely monitor promotional activities and train dynamic staff to make products easily accessible to consumers In the following years, the company needs to continue to implement other action programs to make the product familiar to consumers
For a new product to be effective and acceptable to consumers, the company will have to be agile in seeing, understanding customer needs, and understand the characteristics of the company's potential segments In addition, the company must study the market carefully, make appropriate development policies for new products If the company performs well and fully the above tasks, Gasaco will develop more and more, have a firm foothold in the market, and in the future will be a strong beverage company
Ngọc Ánh (2017, October 23) Nước l c vọ ị trà sữa đang cực hot ở Nhật đã có mặt t i ạ
Việt Nam và đây là sự thật về nó Kênh 14 Retrieved June 26, 2021,from https://kenh14.vn/nuoc-loc-vi- -sua-dang-tra cuc-hot-o-nhat-da-co-mat tai- -viet-nam- va-day-la- -suthat-ve-no-20171023190317601.chn
Nước lọc vị trà sữa Premium morning tea suntory Chego Retrieved June 26, 2021 https://chego.vn/nuoc-loc-vi-tra-sua-premium-morning-tea-suntory.html
Babuku JSC (2021, January 18) Thị truờng đồ ố u ng Vi t Nam Babuki.ệ Retrieved June 26, 2021 https://babuki.vn/thi-truong-do-uong-viet-nam/
Nhiều tác gi (2021, June 2) ả Thị trường nước giải khát Việt Nam
VIETRADEPORTAL Retrieved June 26, 2021 https://vietradeportal.vn/thi-truong- nuoc-giai-khat-viet-nam/
The Gasaco story.GASACO VI T NAM Retrieved June 26, 2021 Ệ https://gasaco.com.vn/
Khoa Marketing (2013) Nguyên lý Marketing Trường Đại học Tài chính Marketing
Tổng quan thị trường ngành nước giải khát Vi t Namệ (2019, July 7) Brother Group
Retrieved June 26, 2021 (https://brothergroup.vn/tong-quan- -truong-nganh-nuoc-thi giai-khat-viet-nam-2/
BizCare Business Network Editor (2020, December 28) Bảng báo giá dịch vụ qu ng ả cáo facebook Bizcare VN Retrieved June 26, 2021 https://bizcare.vn/quang-cao- tren-facebook/bang-bao-gia-dich- -quang-cao-vu facebook.html?fbclid=IwAR3lJKFVRtupJITc3QaHSTIkyUJsehQ5qWQIF6IzqVnv ZHhNvUWo1aeYUQY
Bảng giá quảng cáo Kenh14.vn năm 2021 Goldviet Retrieved June 26, 2021 https://bookingquangcao.com/quang-cao/kenh14vn
Brandcom (2021, June 10) Bảng giá đăng bài PR trên báo điện tử zing.vn 2021 Brandcom Retrieved June 26, 2021 https://brandcom.vn/bang-gia-dang-bai-pr-tren- bao-dien-tu-zing-vn/
Brandcom (2021, January 26) Bảng giá đăng bài PR trên vnexpress 2021 Brandcom
Retrieved June 26, 2021 https://brandcom.vn/bang-gia-dang-bai-pr-tren-vnexpress/
- Cost, selling price and profit of a bottle of Crenosa milk tea flavored water + Retail price for one bottle is 12,500 VND
+ Wholesale price for a bottle is 10,000 VND + Production cost of one bottle is 5,500 VND + Profit per bottle is 4,500 VND
-Gasaco set a target in the period 2/2022 - 1/2023: On average, 17,000 bottles will be sold per month => After one year, 204,000 bottles will be sold So:
+ Expected revenue in a year is: 204,000x10,000 = 2,040,000,000 VND + Estimated production cost in one year is: 204,000x5,500 = 1,122,000,000 VND + Expected profit in one year is: 2,040,000,000-1,020,000,000= 918,000,000 VND
Section Category Num ber Unit Unit price Cost Note
Viral clip Set up clip 1 Per 100,000,000
Script, actors, clip editing crew
Place ads on kenh14.vn 3 Month 120,000,000 360,000,000
Place ads on Vnexpress 3 Month 80,000,000 240,000,000
Video TrueView in-stream ads
Text Facebook ads page post engagement
Facebook ads click to website 8400 Click 2000 16,800,000 4 weeks
Stick banners on freight cars
Hard plastic cup with straw
Consolation prize 1 100 Part 100,000 10,000,000 Phone card
Consolation prize 2 100 Part 50,000 5,000,000 Phone card
Textbooks 1000 Set 179,000 179,000,000 3 days Post PR post after the textbook handing out event on Kenh14.vn
1 Post 20,000,000 20,000,000 Article in category 1 Mix home
Post PR post after the textbook handing out event on Zing.vn
Post PR post after the textbook handing out event on Vnexpress
Invite singers and hire crews to perform the show Post PR post before music event on Kenh14.vn
Article in category 1 Mix home
Post PR post before music event on Zing.vn
Post PR post before music event on Vnexpress
Post PR post after music event on Kenh14.vn
Article in category Mix home
Post PR post after music event on Zing.vn
Post PR post after music event on Vnexpress
Total cost for the whole 1,658,160,000