marketing plan for launching famapro medical masks of nam anh equipment trading production company limited

8 Table V.1: Price comparison table of mask for people getting motion sickness already on the market o.oo ec eceecee eee eeee cee eeeeseesaeseesesaeseessaesaesaeseasseesaeseeseeeeeasesea

MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

Q

Project:

MARKETING PLAN FOR LAUNCHING FAMAPRO

MEDICAL MASKS OF NAM ANH EQUIPMENT TRADING

PRODUCTION COMPANY LIMITED

Major: Marketing Speacialization: Marketing Management

2 Nguyen Thanh Nhu Ngoc 1921005561

3 Huynh Ho Bao Tran 1921000967

Ho Chi Minh City, 2021

MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

2 Nguyen Thanh Nhu Ngoc 1921005561

3 Huynh Ho Bao Tran 1921000967

Ho Chi Minh City, 2021

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4 Marketing Communications Strategy: 15

VI ACTION PLAN 17 VII CONCLUSION 20

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LIST OF TABLE AND FIGURE Table III 1: Competitors Analysis hố ẦỐ 7 Table IV.1: Segmenftation of the market for anti-motion sickness product 8 Table V.1: Price comparison table of mask for people getting motion sickness already

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Figure V.1: Logo Of PTOC[UCS - Ă <1 SH TH 11 Figure V.2: Value Proposion from Famapro .cccecccesceseeeseeeseeeseceseceaeceaeceaeeeaeeeaeeaees 12 Figure V.3: Distribufion SVSf€TN - -Q- SÁ eee cece cee eee cece tee saseaeeaeseeseeseaenennasaae 14

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I EXCUTIVE SUMMARY

Nowadays, many Vietnamese people often suffer from car sickness, after train, and plane sickness To avoid motion sickness, they always have to use oral medication, use chewing gum, or take some folk tips But those methods are very inconvenient, not very effective Seeing that inconvenience, in the market, there are also Japanese anti- intoxicating masks but the price is high so it is not known and used by many Vietnamese people To meet the demand for cheap - safety - quality - high efficiency, our company decided to launch a new product of Famapro brand anti-intoxicating masks The following is the marketing plan for our products As a new product on the market, it is certainly inevitable that some barriers and challenges are inevitable but swot analysis shows that Famapro anti-intoxication masks will have a high chance of development in the market Our target market is aimed at children and adults Marketing objectives will change over time Brand awareness will achieve 20% in the short term In the medium and long term, it reaches 20% of profit margin and 5% market share Marketing strategy

- Mix 4P will be developed including product strategy, price, distribution, promotion In general, Famapro anti-intoxicating masks will successfully enter the market when implementing this marketing plan For Famapro, it is important to maintain its position, committed to implementing strategies to achieve marketing goals and providing high- quality products and services to maximize customer value

Il INTRODUCTION

1 Company Introduction

Nam Anh Equipment Manufacturing-Trading Co., Ltd is the leading medical mask manufacturing company in Vietnam The company was established in 2012, the main field of operation is the production of dust masks, medical masks for adults and children

Up to now, the company’s business is constantly expanding, in addition to high- end products, Nam Anh also produces international standard materials such as Famapro

VN9S5 medical masks, non-woven fabrics (S, SS, SMS) PP, PP antibacterial filter fabrics, hats, clean clothes, medical gloves In addition, Nam Anh also provides fully

automated medical mask manufacturing machines

Human services: A team of nearly 500 people in the departments of office, trade, production, experts with many years of experience and good skills

Production system: Nam Anh has 3 large factories in Ho Chi Minh City With nearly 200 large-capacity modern production lines, production processes, ISO packaging, and packaging system

Certifications: The capacity profile, FDA, CE, CFS, ISO, high quality according

to ASTM and EN 14683 international testing standards, exported to the United States, Europe, and other countries in the region

2 Vision and Mission Statement

2.1 Vision

"By pioneering aspirations and sustainable development strategy, Nam Anh is determined to become a leading manufacturer, distributor of medical raw materials & equipment in Vietnam & internationally."

2.2 Mission:

"For the benefit and public health."

The company carries out business activities related to bringing long-term benefits

to employees and social security

Provide high-quality and reputable products to bring the best effect to human health

The company wants to contribute to improving the quality of life, thereby contributing to protecting and improving public health

Maximizing benefits for customers is the company's mission To affirm the brand

in the market, Nam Anh medical mask brand always strives to bring customers the best value products and services

We are also in business to make profits and at the same to give our customers value for their money

3 Strategic objectives

As a new product that is unfamiliar to consumers, the goal of the Famapro anti- motion sickness mask is to lead in quality As a mask to prevent motion sickness but still retain the shape and ease of use like regular masks, that is the company's top goal Associated with quality, products are cheap, safe and effective, suitable for all ages To protect health as well as personal preferences, the company launches anti-sickness masks so that consumers do not have to use drugs and gum to fight motion sickness, helping to prevent other diseases neurological and gastrointestinal diseases With large resources, modern technology, professional staff, Nam Anh is capable of meeting the needs of consumers The company’s main market today is in hospitals, bus stations and schools In the first stage when launching the product to the market, the company implemented a marketing strategy to supplement product lines, add masks with new

functions to prevent competitors and hit problematic subjects about motion sickness, and air sickness

And use ads on social networks Facebook, Youtube, Tiktok, and other media, to

create high display efficiency for products and to make products sell better Brand awareness will achieve 20% in the short term In the medium and long term, it reaches 20% of profit margin and 5% market share

Il SWOT & MACRO- ENVIRONMENT ANALYSIS

1 SWOT Analysis

1.1 STRENGTHS

Long-standing company Monopoly on Technology Strong financial resources Cheap price

Tested, certified safe by medical experts Origin, clear origin, quality assurance Have a wide empty distribution channel

Meet both anti-Covid and anti-motion sickness needs

1.4 THREATS

Due to the COVID-19 pandemic, many brands of masks have appeared Due to the COVID-19 pandemic, many will be afraid to leave their homes, some areas are lockdown People will be less traveling, the reduced demand affects the purchase of products of the company

- There are many other methods to combat motion sickness

2 Macro- Environment Analysis

2.1 Demographic factors

Vietnam is in a period of “golden” population with more than 97 million people, the population growth is about 1-2% This helps to create abundant human resources for the company as well as create a large consumption market for Famapro products Abundant human resources will create a huge volume of products, impacting the cost of producing products of the company

2.2 Economic factors

In the ranking of the best economies in the world in 2019, Vietnam was ranked 8th — up

15 places compared to 2018 In terms of competitiveness, Vietnam was ranked 67th out

of 141 countries and territories by the World Economic Forum , up 10 places compared

2.3 Natural factors

Air pollution in Vietnam is very serious so people tend to use masks often Every year, the number of tourists increases continuously, the number of people using buses, cars and coaches also increases significantly Among them, people with motion sickness account for an increasing proportion On the market, there is a new brand of Japanese anti-sickness masks, but the price is expensive

2.4 Technological factors

With new technology trends and the convenience of the Internet, people are strongly influenced by online shopping With the Covid epidemic situation taking place

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extremely stressful, having an online store or website is essential To optimize the management process and business activities of products and services, technology on the Internet allows the company to produce at a lower cost, with higher quality

3 Competitors

Famapro's indirect competitors include cloth masks, regular medical masks, anti- smo masks, and other medical products for use in motion sickness symptoms Direct competitors are products of Japanese brands

Table III.1: Competitors Analysis

- Can’t stop the smell

of cars, trains, plans

- Avoid dust - Thick, hot fabric

- Easy to use - Can only be used

- Cheap price once

PP - Thin

- Can’t cover the

whole face

- Easy to stick to sweat, lipstick

- Limit dizziness,

=> >» >= nausea ony = 4

AT |

are side effects (fatigue, nausea, dry mouth,

- People are not allowed to use

medicine for child, pregnant women,

person old

Medicine to avoid motion - Immortal sickness, car

- Avoid dust - Expensive price

- Deodorizes the car’s | ~ Can only be used

once

- - - Has passed Hadarki mask against inspection motion sickness of Japan

Geographic: location: throughout Vietnam public places have regular transportation

Psychographic: lifestyle: have a concern and sense of health and safety Prioritize convenient products with natural ingredients

Behavioural: benefit sought: looking for a higher end product than a mass-market product at a reasonable price, tending to be loyal to a particular brand that has served them satisfactorily and been used for a long time

Table IV.1: Segmentation of the market for anti-motion sickness product

Segmentation Segment A Segment B Segment C

Demographic Age 18-25 26-35 Over 36

Life-cycle stage Young, high school

kids and university

Single, in labour force or/and

Mature women and

men with family

students newlyweds and children Income Limited income or | High disposable Higher disposable

financial dependent | income income and

wealthy Psychographic

Lifestyle Highly influenced | Concern and Prefer the brand

by trends, family, | conscious of health | that provides

products volume

with low or affordable price

and media knowledge

Behavioral Benefit sought Seek for the high Price sensitive Loyal to one

specific brand that served their satisfactory

2 Target Market

Based on the above segments as well as considering product characteristics, it can

be seen that the target market for anti-motion sickness masks is the market segment where there is frequent movement, all ages can use and tend to care about health Because motion sickness is a common condition for some people regardless of age The connection between the visual and vestibular systems is disrupted because the change in vehicle speed causes an anti-nausea sensation In order not to affect much on the trip as well as nerves and health, choosing to use an anti-sickness mask is a safe choice to help users stay awake and refreshed while on the go

We are in business to retail our anti-motion sickness mask to the following groups

of people:

- Coach Station

- Operatiors of public facilities

- Supermarlets & Pharmacies

- Medical facilities & Hospitals

Nam Anh commits that this is the product “Overcome fear and anxiety” with the message "cheap - safe - quality - high efficiency”

Leading because of low price but high product quality

In addition, Nam Anh also implemented a differentiation strategy: building more differences from customer care services by implementing health consulting activities for consumers

4 Competitive Advantage:

A quick of the Mask Manufacturing industry reveals that the market has become way more intensely competitive in recent time As a matter of fact, you have got to be highly creative, customer centric and proactive if you want to survive during this industry especially after this current novel The Covid-19 pandemic within the world

We are responsive to the stiff competition and that we are prepared to compete favorably with other mask production companies throughout VietNam those are indirectly competitive products like cloth masks, medical masks, ailment drugs and particularly with its direct competitor, the japanese Hadarki anti-motion sickness mask

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Part of what's visiting count as competitive advantage for Nam Anh is that the vast experience of our management team, we've people on board who are highly experienced and understand the way to grow business from the scratch to becoming a national phenomenon

So also, closeness toa number of the biggestraw materials producers, our large and muchreaching national distribution network and after all our excellent customer service culture will certainly count as a robust strength for the business Lastly, our employees are well taken care of, and their welfare package are among the most effective within our category within the Mask Manufacturing industry, meaning that they'll be quite willing to make the business with

us and elp deliver our set goals and achieve all our aims and objectives we'll also give good working conditions and commissions to freelance sales agents that we'll recruit from time to time

V MARKETING — MIX STRATEGIES:

1 Product Strategies:

Product's Attributes:

- Product brand: FAMAPRO

- Name of products: “Famapro - anti-motion sickness masks”

me

FAM FPRG”

Figure V.1: Logo of Products

- Slogan: “Overcome fear and anxiety” — For us, life is about trips, going to

explore, going to learn and challenge ourselves But sometimes motion sickness will hinder us on long journey Therefore, our masks are manufactured high-tech along with a gentle fragrance in each layer of fabric will help you feel comfortable, repel fatigue and confidence for journeys

- Component: 4 layers

Y¥ Outer layer: Polypropylene Non-waven Fabric

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