--- 14 Figure 9: Distribution system of Le Gia fish sauce products Source: nuocmamlegia.com... Lé Gia fish sauce has many types to meet the needs of consumers: e LeGia Nuoc Cot Dac Biet
CURRENT COMPANY MARKETING CHANNEL ANALYSTIS
CHANNEL STRATEGY’S PROPOSAL 43 3.1 New chanmneÌ sfTUCfUT€ 2 2 10 1211121122112 112 115125128112 1E T1 HH HH e 43 3.2 lì ca nh
Channel Strategies ccc ccc cccccceccnecetecceecneececcecesecesecnseeeseceeeeiesieesnsesnitensenteeies 48 1 Closing Service Gaps (Assortment/ Variety: SS <SD): 0 0 cece 48
We would like to propose distribution channel strategies to help Lé Gia grow further through the following options:
3.3.1, Closing Service Gaps (Assortment/ Variety: SS < SD):
In the mother and baby market, parents seek a variety of fish sauce flavors to enhance their children's appetite Currently, Lé Gia offers only one anchovy-based product for babies This limitation is a matter for the R&D department to address, rather than a distribution channel concern, so we will not suggest a solution at this time.
* Physical Possession: Investing one more warehouse in the Southern region:
The proposal for a new warehouse in the Southern region presents an opportunity to strategically select locations that minimize risks and enhance the speed of goods transportation to users.
- Thu Dau Mot City (Binh Duong Province),
- Phu My Industrial Park (Ba Ria - Vung Tau Province)
- National Highway 51, Long Thanh District (Dong Nai Province)
The above locations can be used as warehouses with large areas and affordable rental prices, and can deliver goods quickly to neighboring provinces in the Southern region
* Promotion: Focus more in promotion
To enhance brand recognition for Lé Gia in a competitive market dominated by traditional fish sauce brands, we recommend implementing strategic promotional initiatives These efforts will focus on elevating Lé Gia's image and distinguishing it from rival products, ultimately fostering greater consumer awareness and loyalty.
1 Optimizing Website SEO: Improving SEO strategy for the website to increase traffic and optimize conversion rates from search channels on Google
To effectively seed content on Facebook, it is essential to diversify content types by creating engaging instructional cooking videos that showcase the benefits of authentic, traditional fish sauce Highlighting the brand's story fosters a deeper connection with users, while establishing a blog allows customers to share their personal experiences with the product Additionally, implementing strategic seeding techniques can boost interaction and virality, encouraging users to share content within their networks to enhance brand recognition.
Partnering with influential KOLs and KOCs in the culinary sector can enhance product visibility through authentic reviews and endorsements In Vietnam, notable YouTubers, TikTokers, and culinary artists present excellent opportunities for collaboration to effectively promote your products.
Sponsoring cooking shows like "Family Meal" with popular figures such as MC Quyén Linh allows brands to connect with a wide audience through engaging culinary content on television and YouTube This strategic partnership enhances brand visibility and aligns the brand with the growing interest in cooking-related programming.
Bữa Cơm Gia Đình cr : hướng
Collaborating with Khoai Lang Thang, a popular vlogger celebrated for his culinary explorations and travel adventures in Vietnam, is an effective strategy to engage with a younger audience Leveraging Khoai Lang Thang's significant influence and extensive YouTube following can enhance brand visibility and connect with a broader demographic.
Figure 29: KOL/ KOC (Source: Youtube)
Engage families with young children by creating cooking content that showcases Lé Gia's "baby fish sauce." Collaborating with popular social media families like the Cam Cam and Salim families can significantly enhance brand recognition These influential families have extensive reach, making partnerships a strategic way to boost visibility and connect with your target audience.
52 pamyeuoi ao ws giadinhcameam © Ae = Pamehh Hài bường ẨŠ ashen: a es
2 Deng Follow 765.9K Follower T6.PM Thích
7? Đang Foluw 709.1 rolower 32,7M Thích g k Hellothe hours
Mit Cuthyconcer@gralcom Con’ Pam nat davong ý
YT :6la Bint Cam Cam Các dì up cơn nhờ để #paryeruoi naa đới đcằ goagie,com/tormattfes
Cổ chủ hiểu rằng mọi thứ đều có sóng gió, và dù có khó khăn, họ vẫn kiên trì Sau 4 năm, những kỷ niệm vẫn sống động trong lòng Dù cuộc sống có nhiều thách thức, nhưng tình yêu và sự gắn bó vẫn là động lực lớn nhất Những trải nghiệm trong quá khứ giúp họ trưởng thành hơn Cuối cùng, mọi nỗ lực đều có giá trị và sẽ dẫn đến những điều tốt đẹp trong tương lai.
Figure 30: Cam Cam family (Source: Internet) Figure 31: Salim Family (Source: Internet)
Actor Huynh Anh Tuan, a well-known figure among television audiences, is now expanding his reach on TikTok by sharing daily cooking videos His engaging content showcases his culinary skills and offers viewers a glimpse into his cooking journey Follow him on TikTok at huynhanhtuan_dienvien for delicious recipes and entertaining clips.
_ Diễn viên Huỳnh Anh Tuấn
Tiktok Chính Chủ duy nhất của Huynh Anh Tuan
Dienvienhuynhanhtuan@gmail.com ỉ'www.facebook.com/huynhan
Bún đậu mắm tôm Đà Nẵng, cá ta tượng chênh xù, và gà ủ muối khìa nước là những món ăn đặc sắc mà hôm nay cả nhà cùng thưởng thức Đậu hũ nhồi thịt ngơi cũng là một lựa chọn hấp dẫn Hãy cùng Tuấn trải nghiệm những hương vị tuyệt vời này!
Figure 32: Actor Huynh Anh Tudin’s tik tok (Source: Tik Tok)
SEO WEBSITE 50 million VND per month (for the top 10 searches on Google)
Sedding content on Facebook & Tiktok 10 million VND per month for the Facebook platform and 50 million VND per month for the
From 15 million to 50 million VND per person, depending on their reach and influence
Table 10: Budget of manufacturer's promotion (Source: Group 1)
To boost brand recognition, Lé Gia should not only leverage promotional campaigns on social media platforms but also implement strategic marketing initiatives at retail locations like supermarkets and hypermarkets.
1 Design and place posters and advertising boards at retail locations e Designing and placing advertising posters and standees at major retail points of sale such as hypermarkets in Hanoi and Ho Chi Minh City to increase attention e The cost can range from 150,000 VND per item It is estimated that they will be placed throughout the entire system of supermarkets e Implementing sampling and activation activities at a few hypermarkets with a high volume of customers within one week (approximately 20 supermarkets)
Designing and placing advertising posters and standees 9 million VND
Table 11: Budget of promotion for the retailer (Source: Group I)
In just six years in the fish sauce industry, Lé Gia has achieved remarkable success, earning OCOP certification for all its products, including a prestigious 4-star rating for its fish sauce The company has effectively established a well-coordinated distribution channel consisting of four key members: Manufacturer, Warehouse, Retailer, and End-users, ensuring seamless collaboration and functionality among all parties involved.
Our research indicates that Lé Gia should enhance its distribution strategy by establishing a warehouse in the South and prioritizing brand promotion to boost awareness We believe that the solutions proposed by our team will significantly contribute to the growth of Lé Gia's distribution channel.