final report of marketing management subject name marketing plan activities of cooker box products

Core Values Safe for health and ensures the quality of life, affirms that this is a perfect product for the health of consumers and environmental protection.. Case analysis: Bagasse food

FINAL REPORT OF MARKETING MANAGEMENT SUBJECT NAME:

MARKETING PLAN ACTIVITIES OF COOKER BOX PRODUCTS

INDUSTRY: MARKETING SPECIALIZATION: MARKETING ADMINISTRATION CLASS : CLC_19DMA12

Ho Chi Minh City, 2021

THE FINANCIAL

UNIVERSITY OF FINANCE - MARKETING

TRƯỜNG ĐẠI HỌC ‘TAL CHINH - MARKETING

FINAL REPORT OF MARKETING MANAGEMENT SUBJECT NAME:

MARKETING PLAN ACTIVITIES OF COOKER BOX PRODUCTS

NGANH : MARKETING CHUYEN NGANH: QUAN TRI MARKETING LOP : CLC_19DMA12

TEAM MEMBERS: Nguyén Ngoc Bao Tram

Truong Thuy Truc Lam

Nguyễn Thị Mỹ Hương

Bui Kim Ngân

Duong Quốc Việt

Ho Chi Minh City, 2021

PP can ắe 6

CN N 0.a nan nh aảaaá4ẻẩốẩ4+ 6

E6 ïc 0i (1+1£Í 6 SN À 0/1 6 ( 6

E9 on ẻ TG _1 7 3.3 Product Offering c1 L1 n1 2 11101111211101111111 01111 11H n0 11111111111 1x xệt 8 uc aoa na ea 10

¬N ‹ ni na ẽe e 13

FhO Ni nan 13

6.5.3 OPCV ATION oe cececceccceceecentestensenecnseeseeecsecaesescesaestenseceeeceseecnsecnecenecenaesnaeeneensee 21 I9» Ầ.Ồ 26 Và Nho on 26 7.2 Marketing Organ1zatIOT cà 1112 1121211111111 1112111110101 1121111111151 ket 26 7.3 Contineency Miarketing - - - c2: 1121111112211 1 11 21111 1101111 E1 H1 11111001111 111 1 key 26 “8,2 1.6 .an h6 6e ẽeard|:-ỐÔỒÔÔÔÔỒÔÔ 26 7.3.2 lorecast Oƒ €HGĐCHCV QHỦ S€TÍOHS CS S ST TS S ST HH key 26 7.3.3 Activiles amied at HIHIHHZIHg the CHỈNĂN SH HH Hành Hệ, 27 7.3.4 Enhance brand value (superior product quality) to get consumers' lovally .27

1 Basic introduction about the company 1.1 Vision

OC Build a brand for the company

C1 Make more consumers know about the products and trust the company's products

Analyze more carefully through the SWOT matrix

2.1 Market summary:

Our country is a country where people live mainly on agricultural development The cultivation of sugarcane for food production also contributes to the development of our country Realizing that the sugar companies have pressed sugarcane to get water and the remaining waste is bagasse Our company LNHTV takes advantage of those by-products to produce bagasse cans LNHTV Company understands the needs of the market and has good information about consumer tastes, understands what they need, and has methods to bring products to consumers

‘Target market: The product will be available in all provinces of Vietnam 2.1.1 Market demographics

Geography: Bagasse box products will be available in all parts of the country, from North to South By approaching high-end restaurants or branded eateries and places that care about protecting the environment

Age: Clean products from nature suitable for all ages Behavioral factors:

C1 Many movements to protect the environment have emerged, the use of plastic is becoming more and more popular Therefore, consumers tend to change products to use environmentally friendly products.

C-Health is an issue that most people care about Choosing healthy products also makes consumers pay attention When buying food from a restaurant, they prioritize choosing places that have healthy containers such as bagasse, or bring glass boxes

2.1.2 Market need

Our company offers the following benefits:

Product quality: This is a completely natural product, clean materials, safe for health, does not cause cancer, and especially protects the environment

Distribution: Since this is food safety and hygiene product, it will be distributed throughout the country so that consumers can easily find and use it

2.1.3 Market trend

Nowadays, environmental pollution is a serious problem The hard-to-destroy plastic waste has contributed to serious environmental pollution Many articles have pointed out the harm caused by plastic to the environment Foam boxes, plastic boxes take a lot of time to decompose, and those boxes when encountering hot foods will easily release toxins that are harmful to the body Because of that, many people are trying to implement the green living movement and green consumption Moreover, the demand for products that can replace plastic products is a problem Our company LNHTV has improved the product "bagasse box", a product that is both good for health and friendly with the environment More specifically, it can be substituted for plastic boxes and foam boxes

2.1.4 Market growth

With competition from competitors, the company experienced lower sales but still managed to retain its own market The company is trying to improve its products to give consumers more benefits Try to reduce your expenses so that you can lower the price of the product

with health issues T3: It is necessary to O03: Make use of bagasse effectively preserve the

finished product T4: Product competition

among companies in the industry is increasing

S (STRENGTHS)

S1: Environmentally friendly S2: Ergonomic design, many models and types

53: Health safety than foam box, plastic box

S4: Good heat resistance,

great weight, water resistance, good oil

resistance S5: The first company produced bagasse box

and hygienic W2.: Difficult to store for a long time because it 1s easy

to produce mold W3: There are many limitations compared to the

paper box WO W1, W2, W3, O1, O02,

O03: Business

restructuring strategy WT W1, W2, W3, T1, T2, T3: Quality improvement strategy in the manufacturing process

3.2 Competition

Competitor analysis is the process of identifying firms in the market that offer products or services similar to their own and evaluating those competitors based on a predefined set of business criteria

Because bagasse box is a new product entering the Vietnamese market, it will be difficult to compete with competitors in the same industry such as Queenpack or Biogreen Because competitors are currently being favored by many customers, hygiene, food safety, and environmental protection are the top priority But also, there are other competitors in the industry such as plastic food containers of RVC, Biozone, or foam boxes that are currently used very popularly and frequently in Vietnam today It meets the needs of food storage and saves time, the disposable foam box has become an essential item but it will harm the health of the user

The following are competitors in the same industry: [l Biogreen

Founded with a vision and immediate goal is to change the habits of people around from plastic products to paper products to bring health to people as well as to minimize negative effects environment Besides, they also produce and

Queen Pack's main products: paper box for food with many designs: rice box, sushi, salad, paper food tray, noodle cup, paper cup/porridge/pho, pizza box, fried chicken, food snacks, paper bags, spoon, napkins

Queen Pack has a serious focus on manufacturing standards and quality: 100% raw materials; modern factory, ISO standard; 100% certified food safety and hygiene, 100% ensuring consumer health

RVC Co., Ltd specializes in providing transparent plastic boxes, plastic fruit boxes, plastic fruit boxes, plastic lunch boxes, 4-compartment lunch boxes, 5- compartment lunch boxes,

RVC strives to improve management methods, train human resources and apply advanced technology to bring customers the best quality products

Product Offering

Currently, due to the nature of each person's work, today and time and health is a very important issue for them Eating is essential for everyone Therefore, it is very important to have products that have high food safety to protect the health of the community, so our company decided to produce products made from natural and biodegradable materials to protect the health of the community protect our communities as our environment Our company's products are guaranteed to be waterproof and oil-proof Create firmness and rigidity

- First, the 1-compartment bagasse bag with lid is for customers to use at breakfast and it's for dry food It's convenient and tidy

- The next product is the 2-compartment Bagasse Bag with Lids for guests with a higher need for food storage, it's a little bigger

- The third item is the 3-compartment bagasse bag with a lid for customers with dry and liquid foods This product is more special and convenient

- Final product is Bagasse Bowl with lid, it mainly contains food such as pho, soup,

Figure 3.3.1 Compartment Bagasse Bag with lid (Source: Internet)

3.5 Critical Issues

Ensuring food hygiene and safety for customers when using it

Gives good mechanical strength, can withstand water and high temperatures, to hold food

Create peace of mind and trust for customers and encourage them to use products that protect their own health and the environment in their communities

Offer appropriate pricing strategies for the domestic market Ensure not to cause cancer and other diseases when using the product 4, Marketing Strategy

The key to the marketing strategy is to focus on health and environmental protection

O Increase consumption: Encouraging consumers to use more products means consumption increases There are two main ways to increase your consumption including increasing your consumption per serving and increasing your frequency of use

Increasing market penetration: this is a strategy to attract new consumers to the product, usually through programs such as trade marketing: trial gifts, deep discounts

Increase use value: Increasing usage is encouraging consumers to pay higher prices for products that add new functionality or are positioned in a higher upscale position

Increase loyalty: Increase consumer loyalty to the brand by convincing them of the irreplaceable strengths of the product and programs and offers exclusively for loyal customers

Reduce production costs by 1% year over year 4.4, S-T-P

STP analysis is an indispensable job in the process of building strategies and organizing the implementation of Marketing programs For a completely new case yet to be released, it is of particular importance Any business that wants to sell products or services is required to select target fields for their business With a new product on the market such as one made from a link, it is necessary to clearly analyze the S-T-P strategy to come up with suitable Marketing activities for the less-known product

The fact that there are so many target markets makes it impossible for a product to fulfill the requirements of those markets We should focus on one market as the target market Or S-T-P helps businesses discover and take advantage of market segments that are still open and needs not yet discovered Help increase the competitiveness of businesses through the creation of differentiated innovative products

That is what S-T-P strategy analyzes so that the business can successfully execute the Marketing process

The S-T-P strategy includes the phases: 4.4.1 Target Markets

LC Market segmentation is the process of dividing a market into segments based on different characteristics in terms of product needs, consumer characteristics or behavior

1} Market segment is a collection of customers who have similar characteristics in response to marketing impacts from businesses 1 The benefits of a business segmenting the market: It saves you time and

money, builds better relationships with your customers, helps you identify strengths, weaknesses and muscles for its brand

LI There are 4 types of market segments: 1 Segmentation by geographical area

2 Segmentation by demographic - sociological factors 3 Segmentation by psychological characteristics 4, Segmentation by consumer behavior

For environmental protection products, but rice boxes are made of bagasse, you can segment the market according to psychological characteristics With the mindset of using products that protect the environment of everyone like today Healthy lifestyle followers who are interested in society will be segmented into a market

We can rely on segmentation criteria according to consumer behavior to segment the market for lunch boxes made from bagasse Based on the consumer scenario and the benefits that the customer is looking for in the product The benefits here that customers look for in the product can be the convenience and high environmental protection, it minimizes the amount of waste, discharged into the environment

After market segmentation, we continue to evaluate the market segments of the business For this market segment, the competition facing businesses is not high

4.4.2 Positioning

With focus on one product, businesses choose Marketing to focus Businesses will have to focus on a certain market segment, but the disadvantages of Focusing Marketing are sometimes limited, if there is a change, it will immediately affect the business

Based on business capabilities and objectives, product uniformity, market uniformity, competitor's Marketing strategy and company's competitiveness to choose the right strategy

4.5 Market Research 4.5.1 Research Problems

With the fast pace of life in Vietnam, convenience is becoming more and more popular, so more and more convenient products are born, but besides the convenience are harmful substances affecting health and destroying the environment living

The number of people interested in green and eco-friendly products is increasing, many brands abusing indigestible products are condemned, boycotted, people are more and more aware of protection by reducing hard-to-degrade plastic waste and replacing green products that are environmentally friendly.

Therefore, the research on demand for bagasse canned products has been mistakenly evaluated by the group of people to evaluate the feasibility of the product and the level of market acceptance

Research Objectives Turkey Targets

- Determine that the bagasse box is exactly the product the customer is looking for

- The level of consumer reaction if there is a product on the market - Brand awareness and brand knowledge of customers

- The level of market acceptance of the product Description Goals

- Determine tastes of models, types, - Number of products to meet customers’ needs - The price the customer will pay for the product