1 OVERALL ABOUT THE PROJECT1.1 Introduction EcoFriendly is an intermediary that buys organic vegetables from reputable vegetablefarms, thereby adding value, and forming product combos th
Introduction
EcoFriendly is an intermediary that buys organic vegetables from reputable vegetable farms, thereby adding value, and forming product combos that are measured and evaluated by nutritionists These products will be provided to the target customers who need to use clean vegetables to ensure good health.
In addition, in the first phase, EcoFriendly also cooperates with barracks, inviting experts with experience in researching and developing methods of growing clean vegetables to directly guide farming This is also the foundation for Ecofriendly to develop more in phase 2.
About us
Our name: EcoFriendly Organic Food Co., Ltd
Our Vision: To become a leader in providing safe organic food to millions of
Our Mission: To deliver great products to the community with all our heart and responsibility.
Our Core Value: QUALITY - SAFETY - RESPECT - FAIRNESS
QUALITY: Providing quality products that were grown in good conditions and skilled workmanship
SAFETY: Saying no to inorganic substances, preservatives and having food safety and hygiene certificates
RESPECT: Having self-respect, respect for colleagues, respect for the company, partners and customers.
FAIRNESS: Treating employees, customers, suppliers and stakeholders fairly.
Competitive advantages
- Good cooperation with reputable organic vegetable gardeners such as Duc Trong, Lam Dong province and Cu Chi District, HCM City (supplied to big cities in the southern and central, especially HCM City) In the later phase, this is in Ba Vi, Hanoi city (serving the northern region).
- The team of founders, co.founders and associates have passion and many years of experience in the organic vegetables and nutritional food industry.
- Having a team of seasoned nutritionists who are responsible for setting up vegetable menus tailored to the needs of the target customers weekly and monthly.
- The first enterprise in Vietnam to calculate the appropriate nutrient content for each package of organic vegetables that is suitable for consumers.
Why did EcoFriendly choose the above locations to produce and supply organic vegetables?
The purpose of choosing 3 central locations in different regions of Vietnam helps EcoFriendly to ensure a continuous supply of organic vegetables to meet the orders of target customers In addition, the transport time of vegetables is also maximized, ensuring the freshness and deliciousness of the product and avoiding the use of preservatives.
Duc Trong, Lam Dong province is famous as land that converges to all the optimal conditions to grow and develop organic vegetables In addition, the clean vegetable farms here also have advanced farming methods according to high-tech models and farmers also have a new mindset about the market The cooperation and good relationship with large barracks in Duc Trong is a good foundation for Ecofriendly to obtain abundant supplies and carry out self- production in phase 2.
Similarly, Cu Chi district, Ho Chi Minh City is also a place with fertile soil to develop the organic vegetable model The high-tech agricultural zone has been built by Saigon Agriculture Corporation in Cu Chi district with hydroponics technology, which is an opportunity for EcoFriendly to purchase quality products and develop a self-production model provide more than 70% of people in Ho Chi Minh City in need of clean food (Figures for 2021).
Macro environment
Like the general trend in many parts of the world, in Vietnam, organic food is increasingly popular Many products of vegetables, fruits, meat produced by this method have been sold quite a lot on the shelves of supermarkets, food stores in Ho Chi Minh City, Hanoi,
As a developing country with a large population and an increasingly improved people's living standards, the trend of organic food consumption has more favorable conditions to form and develop in Vietnam In particular, in the context of the problem of "dirty food" causing psychological anxiety, people are more conscious as well as raising awareness in purchasing and using clean food.
In Vietnam, the whole country has less than 100,000 hectares of agricultural land recognized for organic production Although some organic products have gained a foothold in the market such as clean vegetables, organic tea, clean meat, and clean shrimp, this is still a very small number compared to the world's 37 million hectares of cultivation.
Similar to the general trend in many parts of the world, organic food is gradually gaining popularity in Vietnam Vegetables, tubers and fruits produced by this method have been sold on some shelves of supermarket chains and food stores in Ho Chi Minh City and Hanoi.
As a developing country with a large population and standard of living, the trend towards organic food consumption is likely to develop in Vietnam The more people fear "dirty food", the more conscious they are of using clean food Especially during the COVID-19 outbreak, consumers pay more attention to their health That is why a series of supermarkets, from small to large, especially the mini supermarkets scattered on the streets, have to import many kinds of these items It is because of the 3rd outbreak of the COVID-19 epidemic that the demand for organic food is higher than in the previous time.
First of all, the need for higher health protection Today's consumers have begun to pay more attention to food choices to improve their resistance Besides, because many localities have started the second quarantine since April, large wholesale markets as well as small markets have to stop selling.
The Vietnamese government has policies to support the development of processing agriculture, including fruit processing One of the typical policies is Resolution 30/2017/NQ-CP, in which the Prime Minister directs to mobilize a credit package of 100,000 billion VND from the capital of commercial banks to lend to develop agricultural technology High technology, including high-tech processing, with preferential interest rates lower from 0.5% to 1.5% compared to the market.
Along with supportive policies from the Government, the fruit and vegetable processing industry will still have a lot of potential for development in the future,especially when (1) FDI in Vietnam's agriculture is increasing before many agreements free trade agreements (FTA), (2) exports of processed fruits and vegetables continue to grow strongly thanks to free trade agreements and (3) domestic demand for processed vegetables is expected to increase in growth rate of over 10% during 2016-2020 thanks to young population, rising incomes and increasing urbanization
Micro environment
Businesses need a variety of fresh vegetables daily to provide for consumers. However, enterprises do not directly produce but have to buy or combine with farmers to produce clean vegetables Therefore, businesses are heavily dependent on suppliers. Especially in terms of technology, the pressure on raw materials prices is high, which makes the product cost unoptimized.
Competing with agricultural production and trading enterprises operating in the market for a long time, large market share, diversified products, using leading advanced technology such as Da Lat GAP, Orfarm, Organica, Ravi, These enterprises have modern production models, farms are equipped with greenhouses, automatic watering systems and technologies imported from abroad.
Currently, customers have a high demand for clean vegetables, but customers require low product prices while product quality must be guaranteed Customers often compare prices between products In addition, they also require a variety of vegetables and the appearance quality of vegetables Source/brand interest and consumer food safety assessments play an important role in organic food awareness.
Pressure from medium to high substitutes
Can be replaced by hydroponic vegetables, imported tubers For hydroponic vegetables, it has a very high level of safety for users For vegetables grown in soil,there is a risk of heavy metal contamination in the soil, and often harmful microorganisms and pests attack with the harmful effects of chemicals These disadvantages are all overcome in the hydroponic environment Imported vegetables have more diverse and beautiful designs Besides, Vietnamese people tend to buy from abroad, so this is a highly competitive vegetable for organic vegetables.
Competitors
7 vegetables and food fruits fresh foods, dried foods, organic spices, organic cosmetics and imported organic foods
Strengths - All kinds of agricultural products are grown according to effective
- Widely distributed and concentrated in
Ho Chi Minh and Hanoi.
- Widely distributed in supermarkets and stores nationwide
- Organic fruits and vegetables and fresh food according to Japanese quality control technology The farm of
Laughing Vegetables is directly supervised and cultivated by
- Wide distribution system across the country.
- The system of Organic farms and associated farms has developed stably in many localities such as Long Thanh (Dong Nai); Ba
Vi (Hanoi); Lac Duong, Don Duong (Lam Dong), Binh Phuoc,
- Imported products should have higher quality than domestic products.
- Having more than 20 years of experience bringing products from the best brands in the world to
Vietnam. organic food Japanese engineers
Weaknesses Product price is high
The price of the product is quite high compared to the market
The price is much higher than the market
They are businesses that have the ability to enter the market to supply clean vegetables, tubers and fruits The development of safe vegetable production is a common direction of the whole society, so there will be many businesses wanting to break into this field, not to mention companies with great potential in human resources and technology Although this is a developing and attractive market, the competition in the industry is quite strong.
Target Market
Macro analysis shows that consumers in big cities have a high level of interest and use of organic vegetables in their daily meals.
In addition, the preference for using organic vegetables is popular among housewives, office workers, vegetarians, people with strict diets, and people with lifestyles. interested in health, beauty and time and has an income of over 8 million VND/month,
Not only that, in big cities there are also many sellers and many buyers, so entering and leaving the market is quite easy.
Therefore, EcoFriendly directs the target market to big cities in Vietnam.
Customer target
- Vietnamese people have the habit of using vegetables every day in their meals In the past, it shows that the demand for clean and organic food in Ho Chi Minh City is increasing, because of the increasing social life, the demand for quality of life and concern about health family health more.
- Consumers are afraid of vegetables of unknown origin, the safety of the product is not high, they are not received from the supplier
- Changing consumption habits (in today's busy and modern environment, it is very valuable).
- Before using the product: they know about the product through information channels, but vegetables and fruits are too common and are everyday products, so it is easy to find and buy.
- Decide to buy when they believe and choose the product, but it must be convenient for them to use.
- After buying: if customers have trust and products, they will continue to buy and moreover, they can recommend to friends and relatives It is the best communication channel with the supplier.
- Only sell products with quality assurance and clear origin to build customer trust.
- Bringing products to information channels that consumers often access at low cost.
Reasons for choosing target customers:
- The criteria for choosing products with measurable quality are more concerned with price, in the city, people become busy, and now the electronic trend is popular.
- Therefore, office workers (22-25 years old) are the potential ones They have more access to the Internet and prefer to shop online or over the phone.
- Especially with the age of 35-60 years old This is the age of people who have families with great health concerns, especially housewives That is why organic vegetables will be one of the products that are interesting in daily meals With the development of technology like this, it is not only a matter of quality products but also comfort Therefore, our business ensures the supply of high-quality products and the most convenient ordering and delivery service.
Product idea
As the economy grows, people's incomes are increased, and the demand for
"delicious" and "safe" organic vegetables is being put on top in daily life However, it is difficult for them to trace the origin information of the product Product traceability plays a very important role in production and business activities, especially for agricultural products in the Vietnamese market because counterfeit and poor quality products are increasingly becoming more and more important
We believe that a platform technology which ensures output for farmers, and delivers100% organic vegetables to consumers is very essential Therefore, we decided to develop EcoFriendly to connect farmers and consumers.
Combo packs
Energy requirements in 60-year-olds decrease by 20%, in people over 70 years of age, 30% decrease compared to 25-year-olds According to the recommended needs of Vietnamese people, for the elderly, the energy requirement is from 1700-
1900 kcal/person/day Elderly people need to adjust their diet to keep their weight stable.
Regarding the diet of the elderly, it should be noted: Divide meals into many small meals Eat a lot of fresh vegetables and ripe fruits, elderly people need to pay attention to eating a lot of vegetables to have fiber to stimulate bowel movements, avoid constipation Fresh and clean vegetables are essential, so organic vegetables will fully meet the nutrients that are very important for the elderly, vitamins and minerals Therefore, the design of the organic vegetable combo package every day is both convenient and healthy for the elderly And that is an extremely important
11 factor and to meet the nutritional needs of not too much and not too little from green vegetables and fruits, especially will help prevent the risk of nutrition- related chronic diseases.
For dieters : need to limit starch and while green vegetables are low in calories, do not contain starch, so they will create a feeling of fullness for a long time, reducing food intake, helping to lose weight effectively Besides losing weight, people who lose weight also need to pay attention to the quality and safety of vegetables, so organic vegetables will be the best choice for them Ecofriendly actively creates combo packages specifically for people who lose weight so that everyone can easily choose according to each person's taste For example, on Monday will include: 200g vegetables Watercress and 100g carrots and 200g fruits low in calories and sugar, Tuesday will be 100g Cabbage, 100g Broccoli and 100g beans, will have a lot of variety of choices for each person.
For the vegetarians : is a diet of meats, poultry, and fish and is considered a nutritious and healthy eating choice However, it can also have the potential to increase nutrient deficiencies in the body.
Several studies have shown that people following a vegetarian diet have a higher risk of deficiencies in substances such as iron, protein, calcium, vitamin B12 and iodine than others When the body is deficient in these important micronutrients, it can lead to conditions such as weakness, fatigue, impaired bone health, anemia and some thyroid problems.
To ensure adequate supply of nutrients to the body and compensate for potential deficiencies, vegetarians should add a variety of green vegetables, fresh fruits, plant-based protein sources, and whole grains whole grains, certain supplements, supplements or multivitamins Based on the need to provide a full range of nutrients, Ecofriendly specifically designed 1 serving for vegetarians to choose from daily: Vegetable dishes that help you increase protein intake are spinach, peas, cabbage and kale If we are vegetarians who don't consume dairy, we add green vegetables like cabbage and okra to our diet for calcium Especially in the middle of the month and at the end of the month, there will be promotions for buyers of these product combos, both promoting people's health concerns and limiting the consumption of animal meat.
Special benefits
- First, Ecofriendly has a team of nutritionists, with the task of designing packages for everyone to easily choose and plan a daily vegetable menu with the calculation of calories and necessary substances in the meal.
- Secondly, our application not only provides organic vegetables but also builds product combos that are measured and evaluated by nutritionists We also divide the packages to meet the needs of consumers such as dieters, children…
- Last but not least, the app has a useful function In particular, our application has the ability to trace the origin of the organic vegetables by scanning the barcode of the product
Social media marketing for EcoFriendly
Production of viral and educational content on Social Media Platforms to attract the target customer
EcoFriendly Company will take advantage of social media to carry out activities mainly on Instagram and Facebook in the initial stage of starting a business of quality organic fresh vegetables to increase brand awareness target audience and promote the brand's products or services.
Social networks are built to make sharing easy People pay more attention to the content that our company conveys the importance of using Organic vegetables and the recommendations submitted by friends and colleagues, so sharing EcoFriendly content is very important.
There are three main psychological drivers for shareability:
Earned Media Marketing for EcoFriendly
Since our company operates in a specific area such as major cities in Vietnam, our PR strategy focuses on local advertising, such as advertising in newspapers or on local radio stations By advertising to people who might actually use EcoFriendly's products or services, the company can save money without having to do a larger-scale PR plan.
Word-of-mouth marketing is tried-and-true With this type of word-of-mouth marketing, we create an incentive for people to refer others to Eco Friendly The company will offer programs that offer special discounts or gift cards, and referral marketing that can help develop the business brand of quality fresh vegetables.
Influencer marketing
Strategy is an important element of EcoFriendly's App advertising campaign and the company needs an effective strategy to have a successful App marketing campaign Before approaching influencers who specialize in the field of clean vegetables on social platforms or in other words, these influencers have daily health concerns and prefer a vegan lifestyle, and have knowledge about the use of clean food Finally, EcoFriendly wants to use these influencers to convey the company's vision of "Eat organic, Stay healthy" and guide customers to use the App, so that EcoFriendly can reach out to potential customers.
For the Influencer below that EcoFriendly wishes to cooperate with They believe that green living is not simply a "personal branding" to catch up with trends, but green living is the opinion and lifestyle they always maintain and spread with the community: Jang Kều, Giang Ơi, Helly Tống, Veggie Anh,
Pick the right platform: Free platform, it completely depends on influencers to communicate marketing for EcoFriendly's app, for example above should ftangr YouTube, Facebook, Instagram or TikTok
Influencers like freedom : EcoFriendly is searching for an influencer for a campaign to promote Organic clean vegetables, the company has to be selective At the same time, however, EcoFriendly gives influencers enough space to let them be creative so they can represent our product or your app in the most organic way.
Foreseeing the trend and consumer demand for clean and safe vegetables, EcoFriendly has developed a plan to grow organic vegetables However, the reality of the insiders shows that the way to the destination is still far Therefore, accompanying EcoFriendly company are business partners.
Distribution partner
For vegetable products (a product that is perishable, does not keep for a long time and is easily crushed …), Eco company determines the distribution channel as short as possible The sales strategy through the company's distribution channels is implemented in the form of a single-level distribution channel For this type of distribution channel, safe vegetables are brought from production to consumers through supermarkets and through stores selling safe vegetables These intermediaries will receive a commission calculated as a percentage of sales revenue and will be responsible for the direct management of the company's products Therefore, the company's distribution system will be established in the form of a single-level channel. Supermarkets and shops will import safe vegetables from the company in Ho Chi Minh City with the following specific sizes:
Suni Green Farm Company: EcoFriendly will cooperate and become the leading supplier of organic vegetables at wholesale prices, trading in fresh vegetables for Suni Green Farm.
System of supermarkets and clean vegetable shops
Supplier of Organic vegetables
Eco Friendly understands that a good product must come from great farmers That's why we always choose the best suppliers as well as invest to produce standard organic vegetable products.
For sustainable development, farmers specializing in providing organic vegetable products for Eco Friendly plan to focus on building concentrated production areas (Duc Trong, Hai Duong, Ba Ria ), growing vegetables such as: salad; cucumbers, squash, tomatoes; Cabbage, broccoli, water spinach…
After the inspection process on the quality of vegetables and products, Eco Friendly will collect those clean vegetables and transport them to the big city for distribution to its customers.
Packing partner
A strategic partner specializing in providing quality packaging is Vinpack The company will provide clean vegetable packaging (clean vegetable bag) that helps the vegetables not to get dirty or bruised during transportation and display on the counter shelves, thereby helping customers buy bundles of green vegetables, fresher and more satisfying.
Material and composition of the specific clean vegetable bag:
Clean vegetable bags printed with multi-colored copper shafts, the image quality is beautiful, true and sharp, the material used for the packaging is a composite plastic film, the finished product packaging has welded seams and adhesion between the good membrane, meeting the safety requirements for use and storage of the product.
The packaging structure of clean vegetable bags is usually: OPP/CPP, OPP/PE, PET/CPP, PET/PE, helping to protect products and minimize damage to the lowest level during transportation and display.
Printing the packaging of clean vegetables with necessary information such as product name, ingredients, nutritional value, uses, usage, expiry date and other information related to Eco Friendly not only has a positive effect product quality but also contributes to Eco's reputation because customers will feel more confident and secure when using the product.
Application partner
Designing a sales application after the plan goes into orbit is important and necessary because customers can access EcoFriendly's products faster than having to go directly to the store The application is no longer a popular e-commerce platform, an online market, but it is also an extremely effective promotion channel for EcoFriendly.
Adsmo is an EcoFriendly partnership that aims to design and launch our sales app.
EcoFriendly's application will ensure good display on all devices from PC, Laptop to Tablet, Mobile The application will have a beautiful interface, modern and youthful style The main color is green, bringing green and fresh space, suitable for Eco Friendly's organic vegetable business A simple interface, prominently displayed products help Eco Friendly attract potential customers effectively.
Based on experience, Adsmo salient features guarantee performance:
The application is designed with a modern style, a new and unique interface but still very intuitive and easy to use.
The shopping cart function is extremely convenient, allowing customers to manage products, change the quantity, add and remove products.
Online ordering and payment function reduces complicated ordering steps.
Social sharing feature helps spread the brand.
Fast and stable download speed.
Risk Probability of the risk
Cause of risk Prevention solution
Supply Risk High High Depends on Combined with
Natural disasters, pests cause crop failure
Low demand, stocked goods multiple sources of supply, the signing guarantees a clear deadline and quantity
Do regular market research to understand market needs
Cooperate with dried vegetable businesses to consume leftovers
Building and purchasing technology to preserve vegetables for a long time and better
Risk of products reaching customers
Medium High The problem of improper storage conditions
There was an error in the shipping
Increase regular inspection of storage conditions as well as transport of vegetables. process Need to check and ensure the quality of vegetables when reaching customers.
High Medium The model develops quickly, widely and has a certain customer base.
The idea is suitable for pre-existing vegetable businesses.
Provide marketing strategies, promotions, customer gratitude to attract customers
Adding new values to services and products to increase customer satisfaction.