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"Develop the marketing plan for an online shop selling souvenirs and handicrafts" MARKETING PLAN 1.Introduction Vietnam has many handicraft production bases which have operated for long time with wide and creative ranges of products They have made many products for daily life in Hanoi HM know where the best products are made and how to make them more friendly and attractive to you HM also know how to limit main shortcomings of production bases, at least in production supervision That is why the products of HM is spreading on the world market Business model: HM worked in handicraft field since 1998 and has the first gallery set up in Hang Trong street Founded in 2005, HM joint-stock company is continuing to expand its business Product: HM is on the way to produce the latest products with unique designs for various materials and presentations, including lace, bamboo, ceramic, porcelain, lacquer ware, stone carvings, metal sculpture and horns Production: HM whose products are made in 20 production bases of high quality, can accept large orders We are responsible for manufacturing products, packaging, supervision, transportation and delivery This is an advantage to ensure the best quality of HM Marketing Network: HM is not just a retail store to serve tourists, HM is continuing to build a network of online sales with new designs Services: HM will provide the best service whether it is the smallest product, a staff of customer service can advise clients in a number of different languages, you can also visit online baseline production of HM when required Support: HM will get you import and export procedures most appropriate, quickest and safest way possible Marketing Plan 2.1 Market Analysis: 2.1.1 Market size: Handicrafts made in Vietnam are known for many years for their high quality The products are available in 163 countries worldwide Their sale recorded an average growth rate of about 20% per years Export volume in 2010 was over 1.5 billion dollars The market of handicraft souvenirs is highly affected by different needs from customers The EU needs on time delivery and products meeting environmental standards Americans prefer high quality goods So the Japaneses A product's life cycle is very short, which require export enterprises to constantly change designs to match seasonal demands 2.1.2.Potential market : Markets for handicraft products of Vietnam are enormous, including both foreign and domestic (U.S needs to import about $ 13 billion per year, but the products of Vietnam TCMN only 1.5%; EU: $ billion (Vietnam: 5.4%) Japan: $ 2.9 billion per year (Vietnam: 1.7%) ) Domestic and foreign tourists came but some buy no crafts nor souvenirs Many people living outside Vietnam never visit the country They may want to buy some Vietnamese handicrafts but there is no distributor in their living areas Many consumers wishing to use or have a collection of art and handicraft products of Vietnam The hotel, restaurant wishing to use or decorated with the traditional products of Vietnam 2.1.3.Technical structure: HandiCraft industry in Vietnam only has 3-5% of its materials from imports It takes the the advantage of rich raw material sources in Vietnam Production techniques are not too complex but require skilled workers The country has about 2,000 villages, in which the profession has developed thousands of years ago as cast bronze, ceramic, rattan and bamboo, lace, carpet weaving, silk flowers Products are widely used and not harmful to the environment 2.1.4 Level competition: Handicraft products of Vietnam have many competitors from many countries around the world especially China, Thailand, the Philippines Foreign enterprises have advantages in production scale and more diversified designs The prices of Vietnamese products are often 20-30% lower than others although the quality may be higher Dosmetic Competition: The number of firms in manufacturing and distribution of craft products are also many and varied in quality and price but often the product design to order HM has an advantage when there are many tourists at home and abroad to come to Hanoi had used reference and provide products for HM, HM may have its own design team which was assigned to participate in the training of cultural fairs, domestic and foreign commerce to learn reality of each region 2.1.5 The use of online marketing tools in Vietnam: The Vietnam businesses rarely use online social networks in marketing Only 0.4% of the businesses are on Facebook Vietnam (about 2,000 firms) to advertise; 0 0,07% use YouTube, and about 0.2% on other social networks There are about 5,000 businesses use social networking sites including forums, blogs (1%) although 35% of Internet users in Vietnam had the information on the forum, and 25.5% had information from friends, fanpage, ad on social networks before making a purchase or service use (according Vinalink) Some research results show that the unit has been used quite good results Vinamilk ad clips on YouTube have attracted more than 10 million views, while the costs are zero 2.1.6.Market segments and selecting target markets: Because the product is fine art and craft supply online, so in this array of companies selected customers are receptive to young people and continuous innovation In addition, the customer is a business unit hotel restaurant is also a very important subject There is income above $ 5,000 per year Market size is very feasible (particularly in Vietnam, the number of people earning over $ 5,000 per year in major cities accounted for 20% to about million people) The number of Internet users in Vietnam is about 20 million people and will continue to increase 2.2.Marketing plan: 2.2.1.Marketing in e-commerce Company property registration and web site designers in the form of interaction with customers with appealing content and attract The contents include: About the company There are useful information about the product: details on sample catalog includes product information such as size, image, material and further advice on how to use, where the use or display history and culture of the product Requirements are examples of how images and decorating using each type of product will be oriented to the idea of the customer.For example: Desk lamp Detailed description Used for: Prodcuts +Diameter: 250mm Height 600mm +Materials Used: Bamboo, Iron Color: Natural Lamp: Compag Power1525W +Use in the living room, bedroom or custom 500Certified Green Value … There are similar products and customers to easily compare options Reviews for customers visiting the company's website There notice fluctuations in product prices updated Consulting and shipping costs included 2.2.2 Choose to use the models, marketing tool in e-commerce Marketing a.Social network: Use tools for Facebook, YouTube, Blogs and social networks (likely to use social networks for marketing, sales abroad are common to international L'Oreal, companies Unilever such and over as IBM, 200 other companies for more than half of these companies have used social networking as a tool in marketing activities In the U.S is 70.3% of businesses to advertise on Facebook, 58% use Linkedin, 40% and 26.8% users used Twitter Youtube) What is acceptable in Tumblr can be considered as spam on Facebook. Style of writing effectively can Twitter FriendFeed defeat So to maximize the effect of social networks, the company will convey different messages in different media In the social networking site the company reduced the "official statement" that the user deeper into the personal message to create a connection with customers such as "You did not know." Attention to the emotional component that will create close to customers For example, Unilever's advertising campaign in Vietnam, "Dirt is good" is also carrying more spiritual family values "do or New Year, what problem stains" with emotional picture is both father and son lem with grease spots for mutual assistance, Sunsilk ads with the message is "For life is not waiting for" - Life Can not Wait Through social networking, corporate communication and information products and services to target customers are middle-class youth or young adults and get direct feedback from customers (comment), creating the customer groups loyal to the company or each company's products Buy area and participate in the development and advertising on the forums, including forums, specialized areas and other large-scale forum of the potential for other areas may also interested in the productBuy This (online-heart Vietnam TTVNOL.com, webtretho.com, lamchame.com, otofun.net, tinhte.vn, nguoivienxu.info ) travel sites on Vietnam and the site of the provincial cities such as Hanoi.org.vn, huefestival.net, nhatrangfestival.vn, asiarooms.com The cost of communication through social networks is very low, expected only up to 2-3 staff posts in the forum, put ads on every page with content of members and a simple example will stimulate the use of customers b Use ads on websites and some other forms: For online ads through other Web sites, focusing on web advertising in Viet Nam, especially the web has access to large numbers because the cost of advertising on theweb is huge overseas, on the other when interestedin Vietnam or handicraftproducts Vietnam will surely foreigners find out through the web of Vietnam Develop a video ad on YouTube, Dailymotion product companies with effective use of such as decorative vases made of bamboo not break when dropped, used with comfort not penetrate water, no deformation use hot water, safe for children, close to nature Solution using consignment or send samples to the storesabroad with the terms to take advantage of store especially online advertising through other websites Advertising on the website of the restaurants or individuals who buy and use the company's products Form ad is animated and when clicked will link to the homepage of the company On search sites, but google.com, ask.com, bing.com pay for keywords like "handycraft", "gift", "handmade", "handicrafts", "handicrafts", " Bamboo "and to address the company is always on the first page of search results pages Continual cost reduction programs for each specific object and commodity groups, for example, map display and everyday use such as vases, bowls, mugs discount of 8-3 days, 20-10 days Use ads on ebay.com, amazon.com and participate in the program auction on ebay, amazon and auction and comments of customers to adjust the product Previously, the Vietnam trade on eBay.com often personal, work from home, serving mainly people liked to collect A model sailing boat in the Vietnam market price of $ 60, sold via eBay for more than $ 100 per unit Items pearl and rough gemstones originating from Vietnam listed for sale for $ 100-200 dollars.Besides the Vietnamese stamp collection and data subject of the Vietnam War, coins many foreigners were also very popular The Holidays program offered a trial for the product or group of longtime customers and partners, or professional web or retail distribution in key markets such as Japan, America and other programs This will be advertised on other sites Send mail to the company introduced its partners, the account on the internet, looking for partners and potential customers through the website concerned Send links and to contact the embassy or consulate abroad in Vietnam 2.2.3 Sales promotion: Support the sales and retail locations Stimulating customer Using sales forms through web gross selling customers also subscribe to an effective way to advertise products to fit customers the opportunity to access cheap along with links to the web client companies to learn about new products For example muachung.vn, cungmua.com, runhau.vn Gifts for customers who have purchased products in the company's third consecutive year 10 5-10% discount for customers who are former clients introduce products Public Relations: Encourage employees to write for newspapers online, magazines, especially in tourism ads or articles in magazines such as Aviation Heritage Participate in trade fairs such as "Gift Show" at the Exhibition Center Tokyo Big Sight, Tokyo, Japan, crafts festival in Vietnam, the Festival Hue, Nha Trang Offering free shipping is limited to visitors of the company's booth Programs sponsored charity auction in the form of products supplied by the company to contribute to charity join 2.2.4 Online sales method: Sales, delivery and payment Develop online sales force with the specific tasks are: Survey, Target, Media, Sales, Service, Crawl, Distribution The online sales can contact customers via mail, telephone and direct contact at the site. Commodity prices are split into sections, including the selling price + tax + shipping fee Delivery and support services Delivery staff responsible for direct delivery in Hanoi will be an opportunity to communicate directly with customers to understand customer feedback with the company, for overseas customers delivery staff necessarily have to 11 communicate in English, orders outside Hanoi or foreign goods will move through the postal and shipping companies reputation FedEX, TNT, Tinthanh Express Ordering staff, telephone operators (customers after ordering online will receive the employee confirm the order information on delivery location, quantity, type, color ) Support technicians to ensure support online and offline 24 / on the company's products Designer needs and provide solutions based on the actual requirements or predict a continuing need to have the latest design All of the sales force must have deep understanding of the company's products, reliable and able to develop new ideas Payment method: Customers can pay cash, pay online at the Web or through other means such as through corporate accounts, PayPal after receiving the money or bank guarantee of shipping companies will customers Time transport companies will make the day for orders in Hanoi and longer for remote orders Accept multiple payment Credit card, Cash, ATM, bank transfer Conclusion: Planning application forms and business this will open a new opportunity to reach a wider audience with more customers, to continue the company brand a global 12 reach.The company will have new challenges in the provision and distribution of products but also have the opportunity to get the feedback of customers with their products and to date confirm the value of a company brand and other products made in Vietnam in people's minds 13 ... join 2.2.4 Online sales method: Sales, delivery and payment Develop online sales force with the specific tasks are: Survey, Target, Media, Sales, Service, Crawl, Distribution The online sales... foreign commerce to learn reality of each region 2.1.5 The use of online marketing tools in Vietnam: The Vietnam businesses rarely use online social networks in marketing Only 0.4% of the businesses... (customers after ordering online will receive the employee confirm the order information on delivery location, quantity, type, color ) Support technicians to ensure support online and offline 24
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