Group assignment topic marketing plan for a new product

Granola Granular and Granola Bars are the two primary goods that the company has created and is ready to sell on the market.. Everyone's income gradually stabilizes and after the recent

MINISTRY OF EDUCATION & TRAINING OPEN UNIVERSITY HO CHI MINH CITY SPECIAL TRAINING DEPARTMENT

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TRƯỜNG ĐẠI HOC MO TP HO CHÍ MINH

HO CHI MINH CITY OPEN UNIVERSITY

GROUP ASSIGNMENT

TOPIC:

MARKETING PLAN FOR A NEW PRODUCT

Group members: Nguyễn Thanh Tâm 1854010361

Nguyễn Thúy Diệu 2054012048 Nguyễn Quang Minh 2054012175 Phạm Hoàng Bích Trâm 2054012332 Trần Nguyễn Tùng Chỉ 2054012042

Tô Trần Hoàng Huy 2054012117

Lectuter: Đỗ Khắc Xuân Diễm

Ho Chi Minh city, 4/2022

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2 Product positioning, differentiation

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4.1, Advertising - HYH's Digitdl Marketing CQH,HÌEH àà Tinh

EXECUTIVE SUMMARY Heal Your Health company was founded in October 2021, after Viet Nam was hit by the covid-19 pandemic Initially the company specializes in gyms and equipment, but later we wanted to increase sales and catch up with people's healthy lifestyle trends, so

we decided to create this product, Granolar The company's Board of Directors 1s made

up of six members Granola Granular and Granola Bars are the two primary goods that the company has created and is ready to sell on the market Heal Your Health's first target market for distributing Granola products is the gym sport sector (HYH have gym centers) The corporation chose the supermarket as its second distribution location The supermarket (BigC,CoopMart, etc.) is a larger market with a diverse range of customers HYH leader team’s aimbition that we want to create a healthy consumer community Customers’ need for clean food has increased since the Covid-19 pandemic, owing to the desire to replenish, recover, and improve health, HYH has established its own nut farm to meet the need of consumers Competitors of HYH company are three most well- known brands are Quaker Oats, Calbee, and Gufoods By demographic analysis, the main market that our company focuses on is Binh Tan District, District 1, District 3, District 10, and District 4 where have most population and population density Everyone's income gradually stabilizes and after the recent epidemics, people will focus

on their own health and have a high demand for nutritious foods, our company has priced these products at an average price to be able to satisfy the needs of everyone The Government creates an opportunity for HYH company to quickly develop our brand and product reputation But it also creates fierce competition in the Vietnamese market by Resolution 01/NQ-CP, 02/NQ-CP

By SWOT analysis, HYH company know more about strength and find ways to promote the strength, overcome weakness, overcome threats and seize the opportunity at the present HYH outlines financial and marketing goals for Granola products such as certain financial results and make 3 billion VND within two years in the market of granola, generate minimum 30% revenue Increase consumption, Increase use value Key Attributes to reach consumer easier HYH company identify target customers are young age people (20 years old and up) Location for customer to buy are gym centers and company office And at last are financial projections of HYH company in future (like

2023, 2024) (sales, expense forecast) and implementation controls over the number of products sold in the month, year and profit achieved, spending on expenses and benefits remaining after expenses

After Vietnam was hit by the covid-19 pandemic in October 2021, the company was founded The company's Board of Directors 1s made up of six members The management team of the company came together to learn and develop two of the company's goods over the course of six months in order to be ready to launch two significant products in the market

2 Company’s business

2.1 Product Category

Granola Granular and Granola Cakes are the two primary goods that the company has created and is ready to sell on the market

The majority of Granola has high levels of protein and fiber, both of which contribute

to a feeling of fullness Ghrelin and GLP-1, two essential satiety hormones, are influenced by protein Almonds, walnuts, cashews, hemp, pumpkin, and sesame seeds are examples of protein-rich granola components

Furthermore, fiber-rich foods like oats and nuts decrease stomach emptying and prolong digesting time, making you feel satisfied for longer and maybe helping you regulate your appetite

Whole oats, sunflower seeds, pumpkin seeds, red walnuts, white walnuts, dried apricot kemels, goji berries, cranberries, molasses, coconut oil, cinnamon, and ginger are among the components in a Granola Granular product weighing about 400 grams Granola

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ingredients will be separated into two recipes because the business's target clients include both dieters and customers who wish to gain weight Granola for diet customers typically contains a combination of nuts and whole grains to boost protein levels, add fiber to the body, and decrease stomach emptying Increase the time it takes for food to digest, making you feel satisfied for longer and maybe aiding appetite control On the other hand, for customers who need to gain weight, the main component will contain more types of dried fruit, 0.5 more sugar, and honey than the first type to encourage the customer's weight gain However, the company also provides detailed directions for use and encourages clients to consume the proper quantity of sugar and fat to avoid developing other disorders

The second item is granola bars, which is well-known and loved throughout the world, particularly in Europe, Australia, and Asia Granola has since become a popular breakfast cereal in many households Granola is used in baking, as well as being eaten with juice, yogurt, and snacks Heal Your Health created Granola Bars products that fit all three requirements of fast, healthy, and affordable, based on consumer need for health and the convenience of immediate items today Made with the same primary components as Granola Granular, but with an additional pressing and shaping phase Each Granola bars weighs around 70 grams and is divided into three triangles, round and square, to keep customers from becoming bored after a long period of use

Granola Granular items are packaged neatly in a paper bag with a seal in the mouth

To limit plastic usage and protect the environment, our company prefers to use paper packaging rather than plastic cans Furthermore, Granola bars will be offered in a box of

10 bars and will be packaged 1n paper cartons

e Supermarket (Lotte, Co.op Mart, BigC)

The corporation chose the supermarket as its second distribution location The supermarket is a larger market with a diverse range of customers This is a market for individuals who don't have time to go to the gym to workout but still need to eat healthily In addition, our organization focuses on homes and parents that understand how to care for their children's health They eat granola for breakfast because it is convenient and quick, but it still provides adequate nutrition for good health Furthermore, because the nutrients in Granola assist lower cholesterol levels in the body, they are beneficial to patients with ailments such as diabetes, heart disease, and digestive system diseases As a result, cardiovascular diseases are reduced and the risk of heart

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disease is reduced Furthermore, this substance aids in blood sugar control, which is beneficial for persons with obesity and pre-diabetes

3 The company mission

¢ Establish a nationwide distribution system for Granola wholesale and retail outlets in

Ho Chi Minh City

* Expansion of specialized and diverse business lines, with a focus on Granola and high- quality food and consumer items

¢ Expanding multi-channel sales coverage, providing the highest quality service to clients

m Ho Chi Minh City across all online and offline channels

We want to create a healthy consumer community where, like our grandparents, we can live, eat, and drink pure, entire foods from the Earth Furthermore, we aim to encourage you to cook and eat natural meals at home Towards a green and healthy lifestyle that gradually reduces waste and chemicals while also connecting consumers with farmers so that indigenous seeds and traditional varieties can be preserved and developed

B DEVELOPING NEW PRODUCT

1 Microenvironment analysis

- Company analysis (Internal environment)

To begin developing a new product for the market, we must first comprehend and study the company's internal environment Our organization provides a "Checklist for analyzing strengths/weaknesses analysis" to self-assess the company's skills to help with this Marketing, Finance, Manufacturing, and Organization will be the four primary elements on the checklist

19 Able, dedicated workforce a

20 Ability to produce on time

21 Technical manufacturing skill Sab oe

In particular, they are looking forward to launching weight loss products that promote weight reduction in a safe, medical, and quality manner, rather than weight loss products that do not safe for health, such as weight loss tea or cocoa milk powder, etc

Furthermore, they will not have much time to cook due to their hectic daily schedules, and Granola items will suit all of their needs in terms of convenience, nutrition, and ensuring a healthy meal A whole meal Granola, on the other hand, aids individuals who participate in sports (gym, yoga, etc.) in obtaining adequate nourishment without worry

of fat substances The company's weight growth program caters to a certain category of customers that require weight gain Customers who have a weak body due to insufficient food quality or food consumption would benefit from a granola product with an efficient weight control formula Those who work hard can nonetheless acquire weight quickly if their bodies are not able to compensate for their energy expenditure if they are properly nourished Customers who have problems with inadequate nutrient absorption can benefit from our Granola product, which contains a comprehensive composition of nuts, essential oils, and dried fruits Nuts are high in fiber and take longer to digest in the body Currently, there are several Granola goods on the market from various firms that are marketed at exorbitant prices This isn't to suggest that the quality of all Granola items is assured Many customers are criticizing and negatively reviewing the quality of Granola items on Facebook's tiktok health communities Mostly owing to the use of stinky, damaged, or moldy seeds in the manufacturing process

Customers’ criteria for choosing between rival brands, ranked from lowest to highest, include price, composition, origin, and brand recognition It will be easier for businesses that already have a presence in the market to acquire clients than it will be for our company As a result, during the product's initial introduction, Heal Your Health will focus on three primary criteria: pricing, quality, and ingredient origin

Customers’ need for clean food has increased since the Covid-19 pandemic, owing to the desire to replenish, recover, and improve health That is why our company, Granola, has established its own nut farm in Lam Dong Our organization is always concerned about food safety and hygiene, such as avoiding spraying pesticides or fertilizing seeds with chemical fertilizers Furthermore, owning its own seed farm will allow the corporation to secure an ample and clean supply of raw materials, as well as save significant money over purchasing raw materials from outside sources Since then, clients will be able to get Granola items at a lesser price than the market, while still recerving the greatest quality

- Competitor analysis

There are already many companies and brands selling Granola products on the market, with severe rivalry both domestically and internationally The three most well-known brands are Quaker Oats, Calbee, and Gufoods

Quaker Oats is a Pepsi Corporation brand that is currently the most popular oat in the United States and Europe When society develops, people become increasingly busy and stressed, and time becomes increasingly restricted, Quaker Oats concentrates primarily on the segment of customers suffering from obesity and customers who are unable to make meals for themselves Fast food, ready-to-eat cuisine, beer, and wine have all grown in popularity in recent years Granola's appearance will aid clients in rebalancing their body's metabolism

Calbee is Japan's most well-known brand for its healthy product lines that are beneficial to human health Calbee has affirmed its place in the cereal business, effortlessly gaining even the most demanding clients, overcoming a succession of other names in the market with great quality advantages Calbee cereal is a Japanese "quick food" product that is quite popular in Japan, where people are often in a hurry They solve all time problems as well as human nutrition Calbee is suitable for all ages, from young to old, healthy to sick, pregnant or breastfeeding women Calbee can help persons with anorexia increase their flavor and nutrients Furthermore, folks who want to reduce weight can use Calbee to do so in a non-boring but effective manner Cereal is ideal for people who are usually busy with work, frequently skip meals, need to better their bodies

or are vegetarians, have blood sugar problems, or prepare late-night meals

Gufoods 1s a Vietnamese brand that originated in Dong Thap Muoi Gufoods initially struggled to sell Vietnamese rice products Then GU arose and began selling healthy diet items such as Granola, and they appear to have discovered their mission in providing people with delectable food inspiration, a healthy, clean, and secure environment The community of eatcleaners, 8x, 9x parents, and business partners has been GU's most loyal consumer segment Parents want their children to learn to eat low-sugar and synthetic foods from an early age, and 30 percent of GU's current clients are 8x, 9x parents who

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want to deliver the greatest cuisine to their families Furthermore, corporations use GU's Granola as premium presents to send to partners as a health wish

Quaker Oats strives to keep consumer loyalty by offering products at competitive

costs

without sacrificing product

Warehouse

* Food service and vending distribution

network

Quaker Oats uses a Direct Store Delivery method to send snacks

to retail

MARKETING MIX

QUAKER OATS

- Quaker To attract a - Quaker Oats - This

leading fast- audience, following both classic and

(FMCG) strives to * Delivery digital media company maintain directly to - It provides

specializes prices for all © Customer a variety of

cookie, muffin, and oatmeal recipe alternatives utilizing Quaker Oats Facebook, Instagram, Pinterest, and other social media platforms are also utilised

In addition, the company created a series

ll

y available

for $8 to

encourage buyers to sample it At the same time, Quaker Oats offers goods ina variety of packaging sizes, such

as | kg and

240 grams, with larger packages offering better value

It also has

an appealing offer for a 1 and a half kg pack at the same price asalkg pack to help

locations through their network of distributors

Brand visibility is increased through products sold in retail outlets

Meal distribution can be considered

as another distribution channel with great growth potential for Quaker Oats

It also encourages

users to

think of oats

as a dinner option, rather than only a breakfast

of videos with the help of numerous celebrity chefs and other influencers

Furthermore,

the corporation recognized the value of utilizing mobile technologies to raise brand recognition Quaker Oats contacted customers and executed a campaign in which they posed a pin-type question to prompt them to consider whether their

current

breakfast is healthy, convenient, enjoyable to eat, quick to

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them ship faster

option

- PepsiCo Inc has announced the opening

of their first Quaker Oats production facility in China in order to boost its international operations in the nutrition area

on the nature and size of the item

- Distributing all products in the domestic market through the Horeca

restaurants, hotels,

cafes, and companies that specialize in private cooking services,

- Most Calbees have deals on e- commerce platforms (E- commers) such as Lazada, Shopee, and Fanoage minigames, as well

as at the KOHNAN

GIGAMALL | store

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