Final report marketing plan the fitfood healthy food, healthy life

If customers are looking for healthy and delicious meal plans in Saigon, Fitfood has a selection of dishes to keep customers energized during the week.. Customers need to choose a produc

MINISTRY OF EDUCATION AND TRAINING

OF HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

Major: Marketing

Module: Direct Marketing

Lecturer: MBA Kseniia Kholkina

Class: AO2E

Team: 5Ps

MINISTRY OF EDUCATION AND TRAINING OF HO CHI MINH CITY

UNIVERSITY OF ECONOMICS AND FINANCE

Major: Marketing

Module: Direct Marketing

Lecturer: MBA Kseniia Kholkina

Class: AO2E

Team: 5Ps

Ho Chi Minh City, October 23, 2023

Personal Selling Direct Marketing

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Table of Figures

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I Introduction

1 About the company

Fitfood Company Limited

Minh City

Investment on May 26, 2015

Proud to be the largest complete meal provider in Saigon, focusing on serving a specially designed balanced diet to help save time, eat delicious food while still having enough energy, being healthy, and maintaining weight Reasonable weight If customers are looking for healthy and delicious meal plans in Saigon, Fitfood has a selection of dishes to keep customers energized during the week

Fitfood's rich menu is designed for about 45 days without repeating many times Customers need to choose a product package containing their favorite dishes, Fitfood will choose the nght clean ingredients, and measure the appropriate nutritional content and calories The dish will then be prepared in the kitchen by Fitfood's professional chefs

Fitfood VN is the “First Online Package Meal Delivery Service” in Ho Chi Minh City, serving a combination of Asian and European healthy meal packages Unlike competitors that provide healthy meals, customers only need to pay once for delivery for the whole week when choosing Fitfood Responding to the time-saving needs of busy customers who worry about wasting leftovers

when cooking for themselves, or the hassle of cleaning up, Fitfood calculates calories, cooks meals,

and delivers

The convenience and understanding of customers’ difficulties have helped Fitfood win the public's trust, expanding more people to know and use the service Fitfood is very grateful and always cares

about the public With the desire to improve the service better and better, Fitfood always accepts comments and reviews about the food and the public's experience of using the service can get better every day Collect information and feelings from the public when experiencing Fitfood's services, and ask about specific changes of the public when using Fitfood's services Through these things, Fitfood can upgrade and do even better in the future

2 S.W.O.T Analysis

such as convenience, calorie control, and recipe variety

consume daily to help the public choose products that suit their personal needs and goals

using the product and analyze data from there, working with chefs to adjust ingredients and nutritional quality for each public

Fitfood's product prices are still high, only suitable for the public in the mid-range segment and above Accordingly, Fitfood's brand and products have not yet reached many public segments The source of clean raw materials at low prices has not been fully optimized to serve more public groups

Fitfood specializes in providing diverse meals from ingredients to recipes With changing daily dishes and meal packages according to the public's sample All meals are packaged according to food hygiene and safety technology standards and carefully preserved during transportation

T | Fitfood has not met the needs of each different public segment and is only suitable for the

The busy office

The busy people who | The busy

healthy lifestyle | care about their and love to enjoy | health

the food

different every day customers to customers to Insalata

Use a Blast Chiller immediately after cooking Helps lower the food temperature

Fitfood's food packages are carefully consulted by nutrition

experts, typically

choose from It’s limited to 2 meals per day for

customers can

easily look it up

Strongest in providing healthy meals for

The average cost per food is quite expensive and almost all

customers are

foreign people

About the Company:

Flavor Box is a healthy food service There is not much information about the

fluctuates from 80.000 to 200.000 VND

- Diverse menu for customers to choose from

- Specializing in providing healthy food including dishes, snacks,

smoothies, and detox

About the

company:

Insalata is only for delivering healthy foods

They don’t update their company

information

Fitfood VN Cooperates with H&H Nutrition to Launch an

"Intensive Nutrition Consulting Package "

for customers using Fitfood's services

About the company:

Fitfood VN provides weekly healthy meals

to help customers maintain a healthy lifestyle

Focus on a balanced diet specifically designed to support weight control most effectively Diverse

menu with more than

100 dishes

onal

services are calculated using tools available

on the website or consulted by a

nutritionist The website has

dishes are sold

on the Shopee Food platform

ShopeeFood

Customize meals based on the calories they want

Ward 1, District

8, Ho Chi Minh City

Hotline: 078 663

1194

Official website:

FlavorBox Facebook:

ElavorBox -

Mơre than a Meal Plan

Instagram:

HavorBox -_

More than a_

Meal Plan (@flavorboxsaig on) * Instagram photos and videos Hotline: 090 149

help customers control | customers follow | packaging is customers'

carefully packaged, ensuring nutrition and their weight most

optimally

freshest ingredients Help

1 meal in | day, average cost for | meal is 200,000 VND Next are the Healthy Eating and Insalata brands, which have similar prices of about 800,000 VND for a package of 2 meals in | day, an average of | meal is 80,000 VND Fitfood's price for each meal package ranges from 349,000 VND

to 1,200,000 VND depending on the classification of each meal package Fitfood's FULL package (with equivalent value to the packages of competing brands) is priced at 750,000 VND for 3 meals

a day, on average | meal costs only 50,000 VND

> Quality:

Although Flavor Box is a local brand, it specializes in providing food to foreign customers because most of the company's dishes are diverse but are all European dishes, and its website is only in English So Vietnamese people are not the customer base that Flavor Box wants to target As for Insalata, it is a brand that specializes in providing pure Asian food but does not have a variety of choices and a website for convenience buying

In terms of quality, Healthy Eating is a brand that can be considered a "strong" competitor compared to Fitfood because it has a diverse menu suitable for Asian and European styles, providing more than 250 dishes while Fitfood can only provide more than 100 dishes However, Fitfood is still a bit better because Fitfood provides more diverse meal packages for customers than Healthy Eating Healthy Eating only offers 2 meal packages (eat clean and keto packages for 7 or

28 days), but Fitfood has up to 8 different meal packages suitable for many purposes such as gaining muscle, losing fat, being vegetarian, etc

> Conclusion:

In the map, Fitfood has a mid-range price and high product quality, this is a pretty good position compared to competitors with the same customer segment Shows that Fitfood has been able to assert its brand That does not mean, this position will be unchanged if Fitfood does not have a business development strategy Because competitors are still changing their ways day by day, Fitfood must also try to focus on promoting to maintain its current position

Organic-food

consumers

District 1, District 2, District 3, District 4, District 5, District 6, District 7, District 8, District 9, District 10, District 11, Phu Nhuan

Go Vap District, Binh Tan District, Binh Chanh District, Nha Be District, and Thu Duc city

ces that suit about food, about the

needs foods, and

appearance

Need to save maximum time to focus

on work

or appearance

Focus on nutrition and product origin

Pay attention

to specially designed diets suitable for each

stage

(weight loss, muscle gain,

lifestyle, and care about health or appearance

Pay attention

to the origin

of the product

Pay attention

to the notes for each serving and the number of calories in the

food

Table 3 Current segmentation analysis of Fitfood VN

II Current direct marketing programs

1 Fitfood VN x Marathon Competition

Every year, Fitfood will be present at Marathon running tournaments organized by many different units To combine to open a booth to introduce and sell Fitfood's healthy food products to users Fitfood combines Sponsorships, Direct Marketing via Social Media, and Kiosk Marketing (Direct sales in event areas) together For example, in recent times, Fitfood has been present at the following competitions:

2019,

From December 6, 2019, to December 8, 2019, Fitfood VN became one of the sponsors of the Techcombank Ho Chi Minh City International Marathon 2019 (Techcombank Ho Chi Minh City International Marathon 2019) During this event, Fitfood is pleased to provide clean and nutritious meals to the organizing committee members and the program's volunteer team

¢ Fitfood X Salonpas HCMC Marathon 2022

Fitfood VN was present at the HCMC Marathon 2022 Fitfood VN's product booth and partner Fitpack VN organize many activities and attractive promotions for runners attending Salonpas HCMC Marathon 2022

Marathon tournaments is a way for Fitfood VN to reach target customers more easily while promoting the brand and finding potential customers

Evaluation: This is one of Fitfood's effective campaigns Fitfood regularly sponsors and participates in Marathons or other sports competitions such as Boxing and Gym to target and reach the right customers, who are suitable with Fitfood VN products - Healthy food packages

2 Fitfood VN x Boxing Competition

In 2018, Fitfood cooperated with the only 5-star boxing training facility in Vietnam in the Victory8 international boxing competition event This is a series of multi-day boxing events held at Nguyen

Du gymnasium and Fitfood has cooperated with VSP boxing to become a sponsor to provide 1-day meals for the fighters during the competition Fitfood has applied an integrated campaign model between Sponsorship (sponsoring the Victory8 competition event) and Direct Marketing via Social Media (deploying this campaign on Fitfood's social networking platforms)

Target audiences: Through sponsoring meals for gladiators, Fitfood wants to target those who regularly practice sports specifically gladiators, coaches, or athletes, customers who are interested

in health or physique, and people who are interested in boxing in general and other sports in particular This is also one of the main customer files that since its inception, Fitfood has wanted to target through meals to gain muscle and keep in shape In addition, through the event Fitfood also wants to target large businesses because this event is organized by VSP, one of the leading units in sports sponsorship and investment in Vietnam, so it will attract used by many businesses in the sports sector to promote unique meals suitable for light parties or company parties

Evaluation: With this campaign, Fitfood wants to expand its corporate customers as well as increase recognition, through the slogan "Saigon's leading clean meal supplier" Cooperating with VSP boxing is completely reasonable because Fitfood has hit the right target audience that the brand wants to target However, in the social media segment, Fitfood does not utilize it to maximize effectiveness While it was able to attract more customers at the scale of the event and attract more potential customers on social networking platforms, Fitfood did not grasp it Specifically, Fitfood

did not pay for advertising the article during the event, but Fitfood only posted it after the event ended while the purpose was still to promote sales through this campaign

NHÀ CUNG CẤP PHAN AN SACH

Target audiences: Fitfood's target audiences in this campaign are office women who do not have time to cook at home and need organic meals and foods that are full of green and clean nutrients Evaluation: Overall, this campaign took place successfully at UPGen's event program However, it still has not achieved its communication goals The amount of interaction that the Facebook channel

received is very low with only 27 interactions, 0 comments, and 2 shares, showing that the brand's

brand recognition is still low and not known to many people So it still hasn't achieved its marketing goals,

Picture 5 Fitfood VN - Vừa qua FHfbod mạy mắn được đồng hành cùng UPGem | Facebook

4, Fitfood VN Promotion Program

On Vietnamese Women's Day October 20, 2023, Fitfood VN has launched a promotion: For each

order placed from October 16 to October 22 (7 days), customers will receive a strawberry and carrot cake This is considered a direct marketing campaign because Fitfood used direct communication channels (Facebook) to reach target customers as well as increase interaction and sharing capabilities Furthermore, Fitfood can measure the number of orders and customer feedback

Fitfood also provides stimulation and suggestions, motivating customers to order immediately to receive gifts This campaign builds the brand and creates loyalty for Fitfood because the article uses many emojis, messages to customers, and thank-you notes The article also includes links so

customers can view the menu, order, and see reviews from other customers

Target audiences: This campaign targets potential customers who are Vietnamese women, on the occasion of celebrating Vietnamese Women's Day This is a way to take advantage of a special

Evaluation: This campaign's goal is to increase sales by offering gifts for each order during the week from October 16 to October 22 The gift is a healthy strawberry carrot cake, which is both

suitable for Fitfood's main product, a clean menu, and meaningful However, if you want to reach

more customers and generate more revenue, Fitfood should add a clear and prominent call to action

at the end of the article like: "Click here to order now"; Or emphasize the scarcity of gifts and the limited time of the program like "Program only applies this week Dear Fitfood customers, please

>

hurry up

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TANG TAT CAORDER _ `

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