Xây dựng kế hoạch marketing cho sản phẩm thịt lợn hấp tại CÔNG TY cổ PHẦN đồ hộp hạ LONG e

THEMES: Building the Marketing Plan for Stewed Pork products in Halong Canned Food JSC TABLE OF CONTENTS CONTENTS Introduction about Stewed Pork Products Stewed pork is produced by Ha Long Canned Food JSC The material is 80% lean meat, onion, salt, and pepper powder, preservative (Potassium Nitrate 252), which gives consumers a traditional dish at home without any additional preparation time Its net weight is 175g and inside weight is 105g, a stewed pork box's price is 28,500 VND, it matches consumers' pocket to serve daily meals Consumers like this product and it is currently being sold at many dealers nationwide .4 Market and target customers Description of Stewed Pork Products .5 3.1 Technology producing stewed pork products .5 3.2 Strong points of product .6 3.3 Weak points of product Estimated revenue, profit  Comment: 4.2 Estimated revenue, profits of stewed pork products .8 4.3 Breakeven point 4.3.1 Theoretical Foundations 4.3.2 Determine the breakeven point of stewed pork products The detailed plans of 4P 5.1 Product 5.1.1 R & D - Research and Development 5.1.2 Resources for implementation 10 5.1.3 Other resources .10 In addition, company should be equipped with the equipment, machinery support staff in the implementation process to improve gained efficiency .10 5.1.4 The cost estimate for R & D .10 Table 04: the cost estimate for R & D .10 5.2 Price 11 5.2.1 What is Product Valuation? .11 5.2.2 What should business when value product? .12 To build strategic prices, let's analyze the factors affecting prices Pricing strategies are directly affected by the product That is the price of raw materials, labor remuneration, profit margins Typically, businesses rely on product to ensure the selling prices offset production costs and profit expectations 12 5.2.3 Resources for implementation 12 Company leaders have to see who is responsible for the pricing In small companies, price is decided by the senior managers of the room rather than marketing or sales department In large companies, price is decided by administrators' product or products handled group In industrial markets, salesmen are allowed to negotiate with customers within certain price on the basis of policy and price target due to senior management proposed In some industries where pricing is a key factor (aerospace, rail, oil and gas ), companies often establish in the valuation board The board is usually under the direction of the highest management level 12 5.2.4 Expense for Product Valuation 13 5.3 Promotion 13 5.3.1 What is promotion? 13 Promotion is commerce merchants to promote the sale of goods or provision of services by the customer for certain benefits 13 5.3.2 Resources for implementation 14 5.3.3 Expense for promotional activities 14 Table 06: Estimation expense for promotional activities 14 5.4 Place 14 5.4.1 What is Product Distribution? 14 Along with the brand, the distribution system is the property of the business, to ensure the delivery of the company's products to customers with the fastest, most stable and most effective In other words, "the nature" of the distribution is "art" to bring products to market 14 5.4.2 What should be done to distribute products? 15 5.4.3 Resources for implementation 15 5.4.5 Expense for distributing products .15 Action Plan 16 We can specific required tasks to implement the marketing projects as following: .16 INTRODUCTION Today, competition is a survival matter of business In order to win in the competition, we cannot say to the great role of Marketing Since people know the exchange, they are always looking for the way to increase the exchange performance And Marketing is the activity of human consciousness toward satisfying their desire through the exchange process Modern Marketing presents in all areas of social life, it becomes an essential and needs to be considered as a means to study human needs and satisfy human needs As for business, they are always trying to find customers, trying to understand them, understand competitors and understand themselves to be able to plan a innovative and effective marketing strategy So in running business, marketing is understood as a science of making potential buyers of the product market to become a reality To make the marketing operation become effectively, bringing satisfaction to customers and contributing to the achievement of business goals, it is necessary to have a good administration Marketing management process includes analysis, planning, implementation and test marketing activities The marketer must clearly identify the market needs, select the right customers, develop appropriate products, appropriate pricing, deploy and distribute operations in the effective advertising way Marketing Management is a very useful and essential subject for any administrator in the future Through group assignment, Marketing Management subject will help the group understand more about the subject And the theme which our group is conducting research being: " Building the Marketing Plan for Stewed Pork products in Halong Canned Food JSC" CONTENTS Introduction about Stewed Pork Products Stewed pork is produced by Ha Long Canned Food JSC The material is 80% lean meat, onion, salt, and pepper powder, preservative (Potassium Nitrate 252), which gives consumers a traditional dish at home without any additional preparation time Its net weight is 175g and inside weight is 105g, a stewed pork box's price is 28,500 VND, it matches consumers' pocket to serve daily meals Consumers like this product and it is currently being sold at many dealers nationwide Scale of stewed pork products in the food processing industry is increasing year by year, indicating the development and going up of the sector Volume consumption of stewed pork products of company also significantly increases expenses; revenues and net income of the company are also rose Due to the rising cost of inputs, therefore cost also increases over the years The company is also investing more in the product marketing to make stewed pork products to consumers, making them know more about products, increasing the size of the market demand Market and target customers Company has set deserves time fund to shape a branding strategy for products canned stewed pork In the past, even though the company is considered to be a strong brand in the market, but the company is still not commensurate with the potential and company plans to put out The target market of company includes both domestic and foreign markets For the domestic market, the company is focusing on the big cities, where residents have higher incomes than rural areas In large cities, the lives of people are busy with developing economies; the trend to save time in cooking meals appeared This has made the demand for canned products increasingly being available Besides the domestic market, the Export Section of Marketing and Sales Department has been many efforts to boost exports and begun actively seeking clients and resumed relations with traditional partners Some export-oriented to China, Eastern Europe and Japan is being explored with the better signal The client is well cared for Company is facing to a difficulty; that is too passive for the price and the main reason is not having a guaranteed strategy for export of raw materials About international cooperation, Company has participated in the Vietnam Trade Promotion Czech Republic and has opened up opportunities for cooperation are good with a number of companies in the Czech Republic with the aim to bring Halong products enter the Eastern European markets as well as implementing a number of development cooperation programs in Vietnam business with Natura company Export is having many signs of opening up great potential The company has focused on developing an export strategy for 2013, and explored the possibility of exporting canned vegetables to a number of markets such as Russia or Japan Currently, the number of business which runs business on food processing increases; it increases the competitiveness of the processed food suppliers on the market With industry-specific customer's client is mainly private consumption, processed food suppliers should be consumed retail network to reach out directly to each customer Description Pork Products Materials of Stewed Classification Wash raw materials 3.1 Technology producing stewed pork products Pasteurized Insulation and cans Material Handling Pressing Putting in Mixing edges the can Spices Quality Label and date control stamping Packing Market Store 3.2 Strong points of product Stewed canned pork products of Ha Long Canned JSC apply advanced technology in production, and quality of products has improved From that the product competitiveness is also enhanced The company has invested in time and put in to use a new sterilized canning line, improve the quality of canned foods, pasteurized sausages, spring rolls to meet the demand for New Year The number of cans produced to meet market demand due to the production capacity of the company is quite high Products management, quality control and food safety are always enhanced The company has Monitoring Production Conditions Program of the supplier 3.3 Weak points of product The main material of stewed pork product is depended on clean meat supply from the livestock facility In recent years, the disease situation in cattle is complex, causing scarce meat supply, pushing up production costs higher, affecting the sales of the product Stewed pork products are not appropriate investments to stimulate the consumption and promote the image of the product resulting images of products and company is still alien to many provinces across the country Export volume fell sharply due to compete on price for some export countries which have preferential tariffs 3.4 The competition situation of products The company has four main competitors, they are: Minh Phu Joint Stock Corporation, Hung Vuong Joint Stock Company, An Giang Import Export Processing Joint Stock Company, Ha Long Export Services Joint Stock Company In particular, Minh Phu Seafood Joint Stock Corporation, Hung Vuong Joint Stock Company and An Giang Import Export Processing Joint Stock Company are the three companies have a foothold in the minds of consumers in Vietnam, Ha Long Export Services Joint Stock Company is a company which has business locations and target markets similar to Ha Long Canned JSC, but the scale of this company is more growing, so this is also extended to competitors that company need to look out for The products of the three companies are diverse, rich and offered in many places across the provinces in the country Minh Phu Seafood Joint Stock Corporation is a big company; this company has more than 200 distribution outlets in all provinces, in the commercial shopping centers, large supermarkets An Giang Import Export Processing Joint Stock Company has standard product which reach standard of hygiene and safety, it is a nationally known consumer, with a wide distribution network, it is indeed a major competitor of the company Halong Canned JSC also has history which is known to consumers, the company's products cover the domestic market but the main products are concentrated in the northern market The company also has a branch in Hai Phong, Ha Noi, Da Nang, Ho Chi Minh City to organize the distribution of goods to the provincial company, dealers and consumers across the country Company is strongly positive in both innovation and quality of the product, further improving production capacity, both in terms of technology equipment and factory basing on HACCP standard, and meet high requirements on safety food From that, company can meet consumer needs, expanse market to increase market share, increase revenue, participate equally competitive, and ensure sustainable development for the company Estimated revenue, profit 4.1 Market Analysis All business plans must include market analysis Market analysis is one of the first reasons and most important to the business plan Regardless of whether you start a new business or to review existing business, you will need a new analysis of the market, at least once / year The market is always changing and businesses must always follow the changes to the strategy, tactics and quick fit Table 01: Table to estimate the product demand Calculation unit: % Year Norm Total market demand 2014 2015 2016 100 100 100 Dominate market share 20 32 40  Comment: Through above analysis, we can see the market share occupied by the Company increased steadily over the years as demand forecasts stewed pork products of the company Although there are many competitors in the canning industry, but the company has confirmed its position in the market, gained trust from consumers To this, companies need to focus more attention on the quality of the product 4.2 Estimated revenue, profits of stewed pork products Table 02: Estimated revenue, profits of stewed pork products Calculation Unit:Vnd Year Norm 2014 2015 2016 Revenue 952,038,820,980 1,090,035,762,233 1,255,597,321,539 Expense 700,548,936,700 897,840,053,170 1,058,739,786,400 Profit 251,489,884,280 192,195,709,063 196,857,535,139 The results of this estimate are based on the growth rate of the above criteria in years Business Situation stewed pork products increased steadily over the years This is because Ha Long JSC has a good business strategy, enhance consumer policy stimulus, saving production costs in order to maintain brand products on the market Through the above diagram we see positive signs of stewed pork products of the company, especially in present difficult times 4.3 Breakeven point 4.3.1 Theoretical Foundations Breakeven point is the point at which sales revenue sufficient to cover all costs, including fixed expenses (the costs) and variable expenses (variable costs) This means that the breakeven point in production does not collect interest, but does not loss The breakeven point analysis does not only helps businesses define the mass production and product consumption, but also being suitable as a basis to determine the exact businesses of interest to the enterprise, from which define right obligations to the State about Corporate Income Tax We call: F: is total fixed expenses V: is variable costs per product unit P: price of one product unit Q: is the number of products sold At that time: Revenue= P*Q Total expense = F + (V*Q) Profit = Revenue – Total expense At the breakeven point, profit is  Breakeven – event Point = F/ ( P - V) 4.3.2 Determine the breakeven point of stewed pork products Table 03: Determine the breakeven point of stewed pork products Calculation Unit:Vnd Norm Total fixed expenses variable costs Price/ product Quantity of products In 2014 419,017,456,782 10,350 35,000 In 2015 566,526,551,754 11,550 38,000 In 2016 682,060,589,939 12,000 40,000 sold Revenue Expense Profit Breakeven (product) 27,201,109 952,038,820,980 700,548,936,700 251,489,884,280 16,998,680 28,685,152 1,090,035,762,233 897,840,053,170 192,195,709,063 21,418,773 31,389,933 1,255,597,321,539 1,058,739,786,400 196,857,535,139 24,359,307 Comment: So we have identified the breakeven point over the next few years as following: in 2014, with quantity of canned pork stewed products is 16,998,680 products, company is breakeven Breakeven products quantities of the company in next two years will respectively 21,418,773 products and 24,359,307 products The detailed plans of 4P 5.1 Product 5.1.1 R & D - Research and Development R & D is the acronym of Research & Development, one of the key to the success of many corporations, large companies in the world Research and development includes investment, conduct and/or sale of research, new technologies for the survival and development of enterprises Research and development is to discover new knowledge about products, processes and services, then apply that knowledge to create products, processes and services, taking into account improvements to meet the needs of customers or make market better R & D and technological innovation, technological processes and goals are always important functions of the advanced companies, multinational companies pioneering in the world Halong Canned JSC is always trying to improve the quality of designs and products to become better and to meet the needs of consumers The company always wants to become the market leader, there is no other way to go, that is always one step ahead of competition on product development and technology to meet the customers' needs at a reasonable and affordable price and optimization cost 5.1.2 Resources for implementation To implement product plans, company leaders should choose who have professional and experienced in this field, so the new plan will be effective In some departments within the company, the best department, which is capable of this plan tasks, is Research and Development Market Department 5.1.3 Other resources In addition, in order to promote the flexibility in the creation of this plan Company can organize a contest with the theme "Development stewed pork products" to participate in the community, in order to explore new ideas from the consumers, and the youth After collecting all submissions and select the best articles, company may have a new direction in the implementation plan In addition, company should be equipped with the equipment, machinery support staff in the implementation process to improve gained efficiency 5.1.4 The cost estimate for R & D Table 04: the cost estimate for R & D Calculation unit: Vnđ In 2014 2015 2016 10 Norm Human Expenses 5,912,161,078 Equipment expenses Other resources (if any) Total 6,957,583,530 7,910,263,126 9,572,070,317 11,264,659,048 12,807,092,680 3,096,846,279 3,644,448,516 4,143,471,161 18,581,077,675 21,866,691,093 24,860,826,967 5.2 Price 5.2.1 What is Product Valuation? Everyone knows that value the price of goods is a difficult task And even more difficult to know how customers will accept to buy products / services of your company at any level Product pricing is one of the most difficult challenges for most businesses Facing challenges is inevitable: "Suppose you have a worthwhile product to sell, so the price is the biggest factor affecting success", said the Sunil Garga president of the Customer Business Problems and the Information Resources Inc (IRI), and being a market test researcher Basically, the pricing strategy is the choice for product price in the market The analysis is based on the full supply relationship - demand payment of the target customers Valuation correlated with strategic positioning of the business Strategic pricing is almost an integral part of marketing strategy Along with the product, distribution, pricing strategy helps businesses to create a suitable position for the long term development of the company Valuation based on expenses: it is adding expenses a section which is called profit targets We have: P=C+M P: price of a product (Vnđ/product) C: expenses for a product (Vnđ/product) M: target profit (%) M is defined as follows: the ratio % of the retail price, the ratio % of the cost, the desired rate of return on investment Valuation based on buyers: is considered the perceived value of the product purchased, is the key to pricing but not the cost of the product sold In this way, when 11 people use the valuation of non-price variables in coordinating Marketing to establish the value of the buyer's mind, in relation to other competing products Valuation based on competition and the rules of the Government: * Pricing based on competition: We consider the following factors: Quantity of competitors; The size of competitors; Sectors have competitors; The conditions to enter the association; Industry level dependent (vertical) of competitors; Quantity of products sold by competitors; The pricing structure of competitors; The response in the history of competitors with price changes There are two pricing strategies: Valuation basing on time: the price basing on competitors is essential, less emphasis on cost or demand The tender price shall apply for the company to receive the tender * Valuation bases on Government rules: Government pricing for certain products (the public service sector) 5.2.2 What should business when value product? To build strategic prices, let's analyze the factors affecting prices Pricing strategies are directly affected by the product That is the price of raw materials, labor remuneration, profit margins Typically, businesses rely on product to ensure the selling prices offset production costs and profit expectations However, if only basing on products, businesses can take too many risks when raw material price is fluctuations, customer does not accept the price, and not achieve the expected output When pricing based on customer, business has to identify target customers, consumer behavior as well as their payment level But the customers are influenced by factors which related to the economy and competitors In addition, identifying the right target customer segment and its attributes, it is a very difficult work for the new product which has not been present on the market 5.2.3 Resources for implementation Company leaders have to see who is responsible for the pricing In small companies, price is decided by the senior managers of the room rather than marketing 12 or sales department In large companies, price is decided by administrators' product or products handled group In industrial markets, salesmen are allowed to negotiate with customers within certain price on the basis of policy and price target due to senior management proposed In some industries where pricing is a key factor (aerospace, rail, oil and gas ), companies often establish in the valuation board The board is usually under the direction of the highest management level The valuation of Halong Canned JSC often by executive producer performance, because production manager is responsible for the manufacturing operations of the company 5.2.4 Expense for Product Valuation Table 05: Expense for Product Valuation Calculation: VND Year Norm Expenses for human Expenses for equipment Total 2014 2015 2016 1,284,697,557 1,539,987,030 1,689,530,057 985,763,521 1,000,598,765 1,158,000,236 2,270,461,078 2,540,585,795 2,847,530,293 5.3 Promotion 5.3.1 What is promotion? Promotion is commerce merchants to promote the sale of goods or provision of services by the customer for certain benefits According to the Trade Act of Vietnam in 2005, this term is credited as "promotions" and it is used familiar in the text as well as promotional activities of the business However, the exact meaning of the word Sino-Vietnamese, this activity should be referred to as the "Promotion" (the Sino-Vietnamese meaning: (Mại) is Selling, (Mãi) is Buying) Thus, the original meaning of promotion is to encourage their own marketing staff (with bonuses) to promote the marketing of consumer goods Promotion: To understand an event or set of focusing events / activities of a business / organization or a policy / action program to promote activities to support 13 sales and traffic growth trade More simply, we can be understood as promotion encourages commercial development Promotion: The increased activity interests (economic / non-economic) of businesses such as Merchant, gifts, prizes, that value comes when purchasing customers to increase sales of goods and services 5.3.2 Resources for implementation Marketing and Sales Department of Company will carry out to make promotion programs periodically to encourage key products consumer 5.3.3 Expense for promotional activities Table 06: Estimation expense for promotional activities Calculation Unit: VND Year Norm Expense for human Expense for equipment Total 2014 3,237,612,019 2,829,391,373 6,067,003,392 2015 3,810,105,266 3,329,700,689 7,139,805,956 2016 4,331,810,759 3,785,625,924 8,117,436,684 5.4 Place 5.4.1 What is Product Distribution? Along with the brand, the distribution system is the property of the business, to ensure the delivery of the company's products to customers with the fastest, most stable and most effective In other words, "the nature" of the distribution is "art" to bring products to market The most important principle of marketing is to start from the consumers and the last consumers After a long journey from understanding the consumer, demand segmentation, product innovation, brand positioning and advertising, effective communication, brand activation, promotional, the "push" to the final in the art of marketing is to build a distribution system The market is like a vast field, a tap water cannot water all be the field, so it should have irrigation systems The construction of the distribution system is the same with the construction of irrigation systems Immediate task of the distributor is to know how to take advantage of available channels as the market system, the retail and wholesale And the water was flowing 14 from the "big river" into "main channels", the tilt of the main flow is the difference in price (discount or promotion) and market demand As the magnitude of the "flow", it is depending on the distribution level (level 1, level 2, level or agents) 5.4.2 What should be done to distribute products? It must be based on the characteristics of each product line as well as the potential of each business that distribution channel choice It should be noted that the agent, it is simply that: they will buy what they order, but the distributors are bound more tightly On the other hand, if the distribution of the standard will be developed for the enterprise market, helping businesses to manage the output as well as predict the required number of manufacturing It is necessary to take care of customers to become technology, because this is one of the tools for building Brand Considering that you have not enough resources to build a distribution system you should focus on building brand and the brand influences to consumer pull and use it as a "power" to select distributors, avoid from risk Also, you can build distribution channels with the trademark with condition to be creative in the product to entice the attention of the media It should be noted that creativity must come from the original product, then marketing will help to make it become more attractive, make consumers favor, from which "squeeze" the distributors to purchase Requirements set out the demand segmentation and distribution models to go together And to maintain good relationships with distributors, you must manage them under a closed model (partition) or flexible (free flow) depending on the nature of each business sector And the "key" is to train the staff of professional customer care and the specific orientation of the manager (working closely with sales staff from planning to advertise promotions ) as well as ensuring attractive discounts for distributors 5.4.3 Resources for implementation Marketing and Sales Department will carry out the distribution stewed pork products activities in the company basing on the research results of Research and Development Department, basing on the future strategy of the business and real situation the Company's actual production 5.4.5 Expense for distributing products 15 Table 07: Estimation expense for distributing products Calculation Unit: VND Year Norm Expense for human Expense for equipment Total 2014 2,778,715,707 2,547,859,893 5,326,575,600 2015 3,270,064,259 2,998,387,188 6,268,451,447 2016 3,717,823,669 3,408,946,728 7,126,770,397 Action Plan We can specific required tasks to implement the marketing projects as following: 16 The work need to be Resources for done implementation Budget Researching the Research and Development Investment and canned market Department Development Fund Research and Development Investment and Department Development Fund Production research, product testing before hit the market Product improvements and stewed pork into mass production Sales and marketing stewed pork products Progress made Commence: 01/06/2013 Finish: 01/07/2013 Commence: 01/07/2013 Finish: 01/09/2013 - Research and Development Department - Production Manager - Production Department - Research and Development Department - Marketing and Sales Investment and Development Fund Investment and Development Fund Criteria for evaluating the completion - Research competitors, market and customer situation - Launched the trial sample to survey customer - Based on the survey for product markets, carry Commence: 01/09/2013 Finish: 01/12/2013 out to improve to be appropriate and bring products into mass production - Bringing products to market and the method Commence: 01/12/2013 used to attract customers about stewed pork product Department - Distributing stewed pork products through Distributing stewed - Marketing and Sales Investment and pork products Department Development Fund Commence: 01/12/2013 distribution channels, having policies to encourage distribution channel function effectively 17 CONCLUSION After our group carry out marketing plans for stewed pork products of Halong Canned JSC, we have accumulated a lot of experience for ourselves in the course of Marketing Management We hope that with a specific plan, the development of stewed pork products in 2013 will no longer to be the worry of the company We hope that this plan will help the company increase sales and regain market share in 2013 Besides, pictures of stewed pork products of the Company will be changed to a new look, positioning a clearer identity in the minds of consumers REFERENCES [1] Lecture slide of Marketing Management of Doctor Dang Ngoc Su [2] Internal document of Ha Long Canned Food JSC [3] www.canfoco.com.vn [4] International marketing strategy : analysis, implementation / Isobel Doole, Robin Lowe development, and - 5th ed - United States: South-Western [5] International e-Business marketing / Richard Fletcher, Jim Bell, Rod McNaughton - New York : Thomson [6] E-Commerce marketing / Kleindl and Burrow - Mason : Thomson South-Westrn [7] International marketing / Michael Czinkota, Ilkka Ronkainen, Catherine Sutton, Brady Tim Beal - Victoria : Thomson South-Western 18 ... We can specific required tasks to implement the marketing projects as following: 16 The work need to be Resources for done implementation Budget Researching the Research and Development Investment... Revenue= P*Q Total expense = F + (V*Q) Profit = Revenue – Total expense At the breakeven point, profit is  Breakeven – event Point = F/ ( P - V) 4.3.2 Determine the breakeven point of stewed pork... and Development Department - Production Manager - Production Department - Research and Development Department - Marketing and Sales Investment and Development Fund Investment and Development Fund