Basic marketing module marketing plan for happy candy

As a young and new business in the field of nougat, the business will manufacture its own products to bring to customers the most eye-catching, delicious and meaningful candy products..

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

BASIC MARKETING MODULE

MARKETING PLAN FOR HAPPY CANDY

Group members:

Nguyễn Mai Thùy — 19DH120907 Nguyễn Khanh Vy — 19DH120307 Tran Thanh Phi — 19DH480167 Nguyễn Hoài Sơn Ngân — 20DH481469

Lê Thi Kim Oanh — 20DH481868 Instructor: Nguyen Ngoc Huan

HCMC, March, 2023

INTRODUCTION

Marketing Plan is an integral part of the overall business plan and strategy of a business

A complete and timely plan will help that business succeed in getting closer to customers Depending on the type of business, service and product that the business is aiming for, it

is possible to build a suitable Marketing Plan to coordinate with other parts of the business to ensure response to any volatile changes in the market The biggest purpose of Marketing Plan is still to promote sales and bring profits to the company, help the company maintain stability and advance financially In addition, the Marketing Plan also shows that the company is really knowledgeable about today's fierce market or not Success or failure depends largely on this Marketing Plan Understanding the importance

of this issue, our business will be named “Happy Candy” As a young and new business

in the field of nougat, the business will manufacture its own products to bring to customers the most eye-catching, delicious and meaningful candy products The diversification of brands will give consumers more choices, capturing this, we have a lot

of choices for customers To ensure the success of Happy Candy, we will use the following Marketing Plan

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Figure 1.1 Brand logo’s

TABLE OF CONTENTS

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List of Table

Table 6.1 Candy price list

Table 6.2 Services price list attached Table 6.3 Total revenue of first quarter 2023

List of Figure

Figure 1.1 Brand logo’s

Figure 2.1 Products of Happy Candy

LExecutive Summary

1.1 Mission

Marketing strategy of Happy Candy is applied to mainly attract attention as well as focus

to capture the young people segment and have a love for sweets effectively The main segment that Happy Candy targets is students, students, office workers aged from 15 to

35 years old, Happy Candy wishes to be one of the sweets that can bring joy to people Consumption as well as can replace some traditional gifts in the holidays such as 14

February, 8 March, 20 October is chocolate

The first reason why Happy Candy chose this segment is because this teen age accounts for 23.8% of the country's population (Statistic 2020) Secondly, consumers are gradually focusing more on the value of the product instead of the price Happy Candy is confident that it can bring products that can make customers happy

1.2 Objective

The goal that Happy Candy targets is sales of 3,5 billion in 2023 and profit at 40% It is possible to open some more shops in central districts such as District 1 and District 3 1.3 Key to success

The key to success that Happy Candy is aiming for is to put prestige on the top as well as listening and receiving opinions from customers is an indispensable thing

II Products and Services

Happy Candy is a shop selling Nougat milk candy, also known as nougat, which originated

in Europe and was developed by Taiwan into a unique candy with high nutrient content and high protein content Suitable to appear in every Vietnamese family, meaning

"Happiness" as its name suggests, happiness in family and friends Nougat candy is often popular on occasions such as Tet In general, Nougat candy everywhere has the same

basic texture, made from milk powder, marshmallows, and nuts such as almonds, walnuts,

and apricots, strawberry, Up to now, Nougat candy has been much more creative by mixing nuts and fruits together to have a wider variety of flavors Besides, Happy Candy also makes nougat for dieters The process of cooking the candy is not too long, but it is important to align the time so that the candy is just right

2.1 Products

In Asia, specifically in Vietnam, Nougat candy is popular during the holidays because each candy bar is squarely shaped to symbolize fullness and happiness A portion of Nougat candy is chosen by many families because of its cute, convenient, easy-to-preserve packaging, especially high nutrient content, suitable for all ages Happy Candy also diversified Nougat candy into many different types to increase the taste as well as have more choices for customers The following are the types of products Happy Candy sells:

- Multi-flavoured nougat (Traditional Nougat, Choco Nougat, Matcha Nougat, Strawberry Nougat, Mixed Nougat)

- Low-sugar, low-calorie Nougat candy

- Design gift boxes to give gifts according to customers’ individual requirements

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Figure 2.1 Products of Happy Candy

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is always ready to prepare the most beautiful gift boxes for you

- If chocolates and teddy bears are the traditional gifts for your other half on Valentine's Day, the lovely candy boxes will be tailored to your liking with fresh flowers to make the gift unique and more meaningful

- "Woman Day" is a meaningful gift box with high nutritional content for our mother or any woman on this very warm and meaningful day Let Happy Candy help you create loving nougat gift boxes for your mother with a card filled with words of love We'll ship

it to you if you need it

- Membership program: When customers have a membership card at Happy Candy, they will accumulate points after each purchase, accumulated enough points will be converted into a 10% discount coupon, on the customer's birthday, the member will 20% discount directly the bill and all member customers are freeship everywhere

I Target Customer

3.1 Psychological Influences within an individual

The first segment: focuses on young people from 10 to 35 years old Have a need to buy products because they like sweets or as gifts Happy Candy serves on holidays like Tet or Valentine to give as gifts with many different choices

The second segment: Focus on people aged 35 onwards The product is used for less sweet and made from healthy nuts

3.2 Characteristics of target customer

Age: From 10 years old to still usable

Gender: All

Customer have sufficient financing to make a purchase

IV Unique Services Proposition and Competitive Analysis

4.1 Unique services proposition

The method of creating uniqueness and scarcity for products has always been effective Too many products, too many choices can give customers a feeling of hesitation and

hesitation to decide However, a rare, unique, as well as limited edition product will arouse

the curiosity of customers, so they can make a decision to "close the order" faster than expected, even though the item is sold out It is not too necessary for them because of the fear of missing out and running out of opportunities to use this product Grasping that demand, on important occasions like Valentine's Day, International Women's Day, Vietnamese Women's Day or even genZ's holidays such as Singles’ Day, Friendship Day, Happy Candy will launch some special limited edition products just for that holiday

Happy Candy focuses on candy products, so it takes time and invests in the product in the most thoughtful and meticulous way to bring to customers a product full of quality and ensure customer satisfaction Along with the buy | get 1 free program on every holiday to attract customers In addition, each Happy Candy holiday will focus on the packaging of the candy pack as outstanding colors and patterns to match Tet or valentine

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Happy Candy regularly applies promotions through online purchases such as percentage discounts for each "golden time" in trading applications or free shipping in inner city areas 4.2 Competive analysis

Direct Competition is Yen Nhung Candy including nuts, dried fruit and confectionery products This is also a strong point of Happy Candy because it can focus and focus on one product Happy Candy also contributes to nutrition and health, thanks to the Nougat manufacturing process that uses plant-based butter and milk, nutritious nuts and nougat that are also suitable for vegetarians In addition, the product uses low-fat milk and dietary sugar, with a moderate sweetness unlike conventional candies that focus on sweetness The price is competitive compared to the market due to the production in large quantities, so the price is relatively suitable compared to rival companies Besides, the product packaging

of Yen Nhung Candy brand will be a large plastic box, but Happy Candy's products are designed to be compact and easy to carry With beautiful small candies, outstanding design,

it is easy to make meaningful gifts

Fami Nuts is a famous nut brand because all are nuts, so it is an indirect competitor of Happy Candy The weakness of Happy Candy is Fami Nuts is a big brand in the market,

so it is difficult to overcome in terms of nuts Besides, Fami Nuts is a strong brand, so the

price will be high, making it difficult to compete not only with Happy Candy, but also other brands Finally, because Happy Candy's product is candy, it is easier to use for all ages

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of candy products such as children, teenagers, and families are concentrated The counters

in the mall are often beautifully decorated and attract customers’ attention High capacity helps increase the ability to attract customers and increase sales

However, the cost of renting counters in the mall is often quite high, causing the cost of products to increase to offset this cost And because the number of shops and counters in the mall is quite crowded, the competition is not easy and must find ways to keep customers

in a short time

Fairs, schools, traditional markets or healthy food sales are all places where Happy Candy

is aiming to attract many customer groups In addition, Happy Candy also distribute products to social networks and shopping apps such as Facebook, Instagram, Shopee, and

Lazada

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VI Revenue and services

6.1 Pricing products

Products

250gram 500gram Nougat traditional

105.000 210.000 Nougat chocolate

105.000 210.000 Nougat matcha

105.000 210.000 Nougat strawberry

105.000 210.000 Nougat mix

110.000 220.000 Nougat low sugar, low calories

125.000 250.000

Table 6.1 Candy price list

Packaging (basket, box, ) 50.000 — 100.000

6.2 Sale volume

In the first quarter of 2023, total revenue: was 670,475,000 VND In there:

Type Prices (vnd) Quantity (bich) Total

250gram | 500gram | 250gram | 500gram Nougat traditional 105.000 | 210.000 400 380 121.800.000 Nougat chocolate 105.000 | 210.000 370 305 102.900.000 Nougat matcha 105.000 | 210.000 380 320 107.100.000 Nougat strawberry 105.000 | 210.000 375 290 100.275.000 Nougat mix 110.000 | 220.000 410 390 130.900.000 Nougat low sugar, low | 125.000 | 250.000 300 280 107.500.000 calories

Table 6.3 Total revenue of first quarter 2023

In particular, 3 major holidays in the first quarter including Lunar New Year, Valentine's Day, February 14, and International Women's Day 8/3 had total revenue accounting for about 80% of the revenue of the first quarter

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VII Marketing Strategy

on ingredients, calories, and allergens

7.2 Promotion, Advertising, Selling

e Promotion

- Develop a Brand Identity: Happy Candy will focus on a brand identity it has recognition where the customer connects the product with the brand A creative and attractive packaging design will become the identifying factor

- Identify Target Audience: Nougat can appeal to a broad group, but targeting a specific audience generates loyal customers Children and adults who care about health are the primary target audience

- Sponsor Events: Happy Candy will sponsorship of events such as music festivals or school events The sponsorship can include free candy giveaways and other promotional