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TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC THÀNH PHỒ HỒ CHÍ MINH BÀI TIỂU LUẬN KẾT THÚC HỌC PHẦN HỌC KỲ III NĂM HỌC 2020-2021 MÔN THI: TIẾP THỊ CĂN BẢN Sinh viên thực hiện: Đặng Huỳnh Chí Hiệp - 17DH491496 Bùi Nguyễn Minh Giang -17DH490990 Huỳnh Anh Duy – 18DH490538 Thành phố Hồ Chí Minh, tháng 9 năm 2021 1 TABLE OF CONTENTS 1 INTRODUCE THE COMPANY Company’s name: DIAMONDS COMPANY Business activities: Provide dairy products including: fresh milk, seed milk, yogurt, Mission: We are committed to providing people with the leading products in nutrition and health In addition, conscientious service will bring great experiences for customers when using our products Vision: To become Asia's leading symbol of nutrition and health products serving human life 2 CHOOSING A NEW PRODUCT The new product that our group wants to develop is seed milk This will be a special milk that brings new experiences to consumers Seed milk not only provides energy but also improves health This is not a first-time product, but the difference we bring is the whole grain product - the real topping increases the feeling of novelty compared to the old product lines on the market 2 3 CONTENT OF MARKETING PLAN 3.1: Executive Summary Diamond is a company specializing in providing nutritional products such as fresh milk, yogurt, nut milk We established a company with the aim of providing product lines "high quality - price reasonable ", creating a place of trust for everyone when they want to enjoy milk Diamond's head office is located in the city center to facilitate transactions with partners Currently, the Vietnamese dairy market is growing rapidly and the market potential is still high, the number of companies in the industry has increased significantly in recent years, not only that but also foreign enterprises market Therefore, the focus on marketing activities of the company is becoming more necessary than ever Seeing the potential of the market, our company will focus on investing and developing a new product line, which is seed milk Seed milk is a nutritious drink that is quite popular in the daily life of Vietnamese people Nut milk is a nutritious plant-derived nutritional supplement with a high nutritional content Milk is increasingly prioritized in the attention of users, especially young people and adults In general, it can be seen that this market 3 has many untapped issues to limit such as equipment, price We realize that and through here, we will come up with a dairy marketing strategy brand new canned seeds on the market We want to expand our operations not only in big cities but also in suburbs After successfully accessing the domestic market, we will bring our products into international markets By how to advertise effectively and change the habits of dairy users in accordance with the industrial production process; how to bring products closer to users and compete with other businesses 3.2: Defining Mission Statement We believe that our company's milk will bring inspiration to everyone, because the nutrition from the nut milk is created by nature, with enough nutrients for the body to be full of vitality and youth spring 3.3 Marketing Objective Our seedmilk product is a completely new product in the current dairy market With the strong development of influencer marketing today in Vietnam, and also the easiest way to reach our customers Our products are suitable for all ages, so influencer marketing will be suitable for all ages For example, the team makes viral youtube videos like Faptv, or hires KOLs to promote products, besides we can also advertise on shopping apps like shopee, tiki, sendo With the modern world 4.0, our customers will have easier access to our products, through these forms 3.4: Situation Analysis 3.4.1: SWOT Strength + We are confident in providing clean milk, committed to 100% pure cow's milk without preservatives + Diversified products, reasonable prices for consumers + And we have an advanced factory ,find staff with many years of experience - Besides our strengths, we also have weaknesses Weakness 4 + We are just a new milk brand that just entered the market, it is very difficult to compete with big brands like TH true milk, Vina milk…… + The product is mainly focused on production for the domestic market,not enough funding to produce abroad Opportunity Vietnamese businesses have a greater advantage in research and development of products suitable for Vietnamese than foreign firms At the same time, domestic dairy enterprises have conditions to be exposed to new and more advanced technologies and opportunities to constantly improve and perfect themselves in a competitive environment Applying modern machinery systems, new management systems, and importing processes and raw materials have contributed to improving the quality of milk Large population, rapid growth rate, increasing trend of domestic consumption => is a potential and developed market Challenges Despite the ability to compete on price, Vietnamese dairy companies have difficulty in product quality with foreign firms Many Vietnamese consumers accept the 200% more expensive price to use imported milk because they believe that foreign products will be better than their own Currently scattered among small-scale farmers, the professionalism is not high, the source of food is limited, they have to be imported from abroad, causing high pressure on costs, the quality of milk is not guaranteed, to meet 22 -25% of the demand for raw materials makes it difficult for the business Some customers still have psychology of consuming foreign goods because they do not trust the quality of Vietnamese goods 3.4.2 Competitors The market that we want to pursue nowadays has many strong competitors such as Vinamilk, TH True Milk, They are all experienced brands and received positive support consumer magnetic polarity That is also one of the challenges we decided to enter this market + Vinamilk : The company's products are in the low-priced product line because Vinamilk has a strong focus on the mid-market segment They want everyone to use their product 5 + TH Milk: Unlike Vinamilk, TH company's products have high prices compared to the market They bring high quality products and a variety of choices to customers with many different flavors Furthermore, they target a higher customer segment than Vinamilk => Understanding the current situation, Diamond decided to choose to supply products with the criteria of "high quality - low price" We not only provide regular fresh milk, but also extra topping various like nuts to bring a new experience to our customers 3.5: Setting Goal following Mission Statement Philosophy With my mission: “We will be the first storm for consumers good products for health, enhancing Vietnamese life, enhancing Vietnamese brands in the international market” Besides, Diamond company will maintain its leading position in the dairy market in Vietnam with brand awareness increasing from 80% to 85% In addition, we also want the distribution channel of products to increase through different forms Especially, we want to provide customers with an increasingly quality product that makes customers love and trust more and more 3.6: Setting SBU’s Objective to achieve the Goals SBU- Sale: Develop a product introduction strategy, expand the market through multiple distribution channels, find partner distributors to bring products to consumers more quickly and easily SBU- R&D: Researching the market, forecasting the use of customers to launch the market with suitable products SBU- Customer Service: Build a consulting channel, receive and process customer requests Actively interested, survey market trends, connect with regular customers to hear the feedback of the product after using the product 6 3.7: Segmenting Consumer Markets Criteria Classify Age Benefits Characteristics 10 to 20 years – they account for the major share of the customer base as because they are young people needing more nutrients to grow better Our product is a gender neutral drink positioned for anyone who wishes to be healthy Our products are focused on the mid-market segment to satisfy everyone's needs Students, children, athletes, health enthusiasts Students, children, business class, working class executives Hardworking , health conscious Quality, health Users status Regular user Areas City and countryside City Being concentrated in large cities with a large population Companies, factories, business Gender DEMOGRAPHIC Income Occupation Lifestyle Personality PSYCHOGRAPHIC GEOGRAPHIC Wholesale BEHAVIORAL Retail Grocerys, departmental stores and hypermarkets 7 3.8: Customer environment Who are our current and potential customers ? a − − − b − Customers are distributors : Partners can distribute products on shelves, websites, Supermarkets, and convenience stores such as Co.op mart, Big c, Bách Hóa Xanh, circle K, B'smart Promote products at schools, hospitals Individual customers : Our products are a drink regardless of gender or age as it is for anyone who wishes to be healthier and more beautiful every day What do customers do with our products? − Nut milk is the name for drinks made from nuts contains plenty of albumin, fat, calcium, vitamins B1, B2, protein − We have quite a few types of milk from "plant" with the name of nuts such as almond milk, Macca milk Drinking seed milk has the same nutritional effect as when eating nuts Each other is in liquid form, one in solid form Where customers can buy products ? − Developing e-commerce channels, increasing the coverage of the development of all sales channels, helping customers to make micro- − purchases anytime, anywhere Supermarkets and convenience stores such as Co.op mart, Big c, Department of Green, circle K, B 'smart When do customers purchase our products ? − With the motto of constantly creating, researching and developing new products to expand markets, attract new customers, make the most of distribution channels and create barriers to competitors, so Diamond Company launched a new product, seed milk - a products purely from nature Why do customers select our products ? 8 − Not only is a rich source of nutrients for health, but milk seeds are a prefix to − improve the beauty, fight premature aging, and enhance memory for all ages In seed milk, there are many proteins, easily digested substances for the − stomach to provide energy, nourish the skin, and nourish hair Milk seeds support health, lower cholesterol, support diabetes, burn fat in the body, no lactose, no casein => The essence of science and technology to exploit all the great benefits from nuts, providing customers with the most nutritious products, from pure plant seeds 3.9 : Marketing Strategy • Product: Seed milk is a product that both benefits users while retaining the aroma and fat of whole milk while ensuring food safety The company aims to provide customers with a "convenient, delicious and nutritious" product Currently, the company focuses on developing sugar-free and sugar-free granulated milk products so that customers can choose according to their • personal preferences Price: The price of the product when it is launched ranges from 7,500VND (180ML) – 32,000VND (1L) We will apply promotions such as buying 4 • boxes, giving 1 free box to bring our products to consumers more quickly Place: Distributed in large and small supermarkets, for customers to try to • know more about nut milk products Promotion: The message we want to give to consumers is “don't worry about your weight because you already have nut milk Drink healthy and stay healthy ” We will advertise through the Internet such as fanpage, Facebook, … Distributing wholesale and retail to supermarkets and small traders, supporting funding and applying promotions, giving gifts to attract consumers 3.10: Implementation 9 3.10.1: Product Our product launches three types of nut milk: Walnut milk, Almond milk, Brown rice milk We take ideas from priceless diamonds to make our brand name because our milk brings health to everyone So our brand name is diamond milk Besides don't worry about your weight because you already have nut milk “Drink healthy and Stay healthy” Please rest assured about our packaging as it is made entirely of paper boxes to help protect the environment The packaging will show full information about the product: logo, label, actual volume, place of manufacture, ingredients of milk, instructions for use + Product life cycle: Introduction This is the first stage for the product At this stage, the revenue is very low, the growth rate is slow, and there is no profit because of the high cost of introduction Production techniques and products are incomplete and market expansion is difficult Our products were marketed 1 year ago Up to now, the capital has been recovered and is in the process of promoting development in the foreign market Growth After half a year in the market, our products have received positive feedback from customers We have built a reputation for product quality Our products have left a good impression on customers Whenever we mention milk, we are confident they will think of our product first + Packaging 10 Our packaging will have a simple design, easy to see, using creative tones to create a familiar pleasant feeling for customers Using paper as packaging to help protect the environment is also one of our goals in this project + Brand 3.10.2: Price Applying PENETRATION – PRICING strategy to quickly bring products to customers This strategy is used to attract customers to buy our new product( nut milk), by offering a low price during the initial offering Attract customers from competitors Although this method does not bring much profit at first, we will gradually adjust the price properly and compete with other milk brands We believe that with this strategy, we can not only reach new customers, but also attract competitors' customers 11 Our company has identified a line of dairy products that are high-quality, duplicate nutrients when combining milk and seeds Our company has priced the product at a price suitable for consumer based on the criteria of nutritional value in the nut milk product: 28.000 VND / for 1 pack ( 180ml), 260.000 VND/ for a carton of 10 packs of milk We have 2 prices for 2 different volumes 7.500 VND for one 180ml box 32.000 VND for a one-liter bottle Although the price is low but the quaility of each milk box is vey high 3.10.3: Place The company will try to expand the market to all three regions: South, Central, and North So that all consumers can know and use the nut milk products -Creating the best quality granulated milk on the market, - Signed contracts with supermarket chains such as Big C, Coopmart, to have 1-2 separate shelves promoting dairy products -Distribution with retailers so that consumers can easily know and buy products -Customers can order online on website www.diamondmilk.vn or via hotline: 1235678, receive goods and pay at home within 48 hours, free shipping with invoice over 200k 3.10.4: Promotion + Public Relations: We will become a sponsor of current web dramas on Youtube Because we believe this option will reach consumers most quickly We can both show our customers the benefits of this product and convey the message we want to deliver We will collaborate with Food Bloggers to introduce new product lines This plan will attract the majority of young people who use social networks for a long time + Sales promotion: 12 Spring gifts for customers from November 15, 2022- December 15, 2022: save 20%, or buy 2 gift packs with 1 candy box + Personal Selling: We will have milk tasting programs at 13-14h, 15-16h at supermarket chains for customers to try and know about the product + Advertising: Create videos about the seed milk production process, the place of production to create trust for customers Spend money to advertise on social networks, tv, Facebook,… + Direct Marketing: We will promote in the following forms: Email : send automatic messages to loyal customers who have purchased our products Door to Door Leaflet : We will form a team to go to advertisers one by one about new products Telemarketing: Online team will be in charge of customer care over the phone such as: listening to customer reviews to improve products, sending birthday messages to loyal customers 3.11: Makerting plan (6 months) The plan is divided into 3 phases Phases Time Summer Times 2022 1/7/2022 30/8/2022 Expenses (VND) 1.Organizing sports activities at the children's cultural 25.000.000 VND house “Khuấy động mùa hè cùng Diamond’s Milk” 2 Sponsor Ho Chi Minh City children's soccer tournament 3 Use the Gondola End display in the supermarket 4 Television advertising 5 Advertising via Facebook, Shopee, TikTok 6 Run advertising banners on the stores of My Kingdom, Active Process 13 1/9/2022 Back to school 31/10/202 2022 2 The Gioi Do Choi 7 Video ads, banners on Youtube 1 Organized a program to award school relay scholarships to poor, studious children at Diamond's Milk 2 Organize content marketing “ Giờ ra chơi chán quá, để Diamond lo “ 3 Use the Gondola End display in the supermarket 30.000.000 VND 4 Television advertising 5 Advertising via Facebook, Shopee, TikTok 6 Run advertising banners on the stores of My Kingdom, The Gioi Do Choi 7 Video ads, banners on Youtube 8 Organize a Halloween game program for children 1 Organize a gift program with “candy box” on each product for customers 2 Promotion program “Tết cùng Diamond’s milk – Tết Happy New Year 2022 1/11/2022 vui sum vầy” -31/12/202 3 Use the Gondola End display in the supermarket 2 4 Television advertising 45.000.000 VND 5 Advertising via Facebook, Shopee, TikTok 6 Run advertising banners on the stores of My Kingdom, The Gioi Do Choi 7 Video ads, banners on Youtube 4 ENVIRONMENT MARKETING 4.1 : Macro environment: Demographic: In Vietnam, the trend to use nut milk is also increasing strongly According to the survey results in 2019, up to 66% of Vietnamese consumers want more products made entirely from natural ingredients Dairy alternatives such as soy milk, almond milk, rice milk, oat milk, coconut milk, 14 cashew milk will become increasingly attractive to consumers, with different needs depending on the region Economy: Currently, the inflation is high with double digits and there is a risk of further increase and a great impact on the investment capital of the company Raw material costs have also increased due to the heavy burden of inflation Technology environment: Use modern technology equipment that meets international standards, use modern packaging technology, and import technology Production technology: the more developed the era, the fastest growing production is in the carbon-free beverage production line in general and the milk seed production technology in particular Information and communication technology: developing more and more such as Bluetooth wireless connection technology, biosensor system, surveillance camera to help increase milk production Legal politics: In two directions: encouraging, creating favorable conditions, restraining, and limiting the development of the market Stable Vietnamese politics create conditions for domestic businesses to develop Increasing the competitiveness of domestic and imported dairy products Natural environment: Because Vietnam has a favorable geographical location, plants are easy to grow and produce high yields and the climate of Vietnam is favorable for growing crops Therefore, we have the advantage of raw materials for production 4.2: Micro environment: Business: When drafting a marketing plan, company marketing heads must pay attention to the interests of internal groups such as the supreme leadership, the Finance Department, the Design Research Department testing, data supply department, production department and accounting 15 department Contrasting with the main marketing plan drafters all these groups are made up of corporate micro environments Marketing administrators must cooperate closely with other divisions of the company The finance department is always interested in issues related to capital and the use of capital needed to implement the marketing plan The experimental lab addresses the quality, taste and nutrition issues of the types of milk and investigates the methods of producing the most efficient types of milk The supplier department pays attention to raw materials to ensure sufficient number of server processing The production department is responsible for producing a quantity of milk for application in the field The accounting department keeps track of revenues and expenditures, helping the marketing department make headlines The performance of all these departments, one way or another, affects the plans and operations of the marketing department Supplies: To produce nut milk, the company must purchase nuts, sugar, and other flavors on a daily basis In addition, the company must purchase the necessary labor, equipment, electricity, computers for it to function Marketing administrators must pay close attention to the prices of all supply items, because the job of increasing the prices of raw material purchases can automatically upgrade milk Lack of certain ingredients, strikes and other events can disrupt the delivery of product to the customer In the short term, it will miss the advantages and in the long plan it will lose the customers' perception of the company Intermediaries: Are agents that support the company to go up, consume and popularize the company's goods These include commercial brokers, companies specializing in information storage, marketing service organizations and financial institutions 16 Competitors: Competitors in the nut milk market to consider in order to come up with effective competitive strategies are marketed nut milk products such as TH TRUE MILK 5 REFERENCES https://opentextbc.ca/strategicmanagement/chapter/vision-mission-and-goals/ https://docplayer.net/20822877-Creating-a-mission-statement-developingstrategies-and-setting-goals-a.html https://www.quantri123.com/phan-tich-moi-truong-vi-mo-va-rut-ra-nhung-cohoi-thach-thuc-cua-vinamilk/ https://hhbb.vn/nong/3-xu-huong-no-ro-trong-nganh-sua-viet-2020-286.html https://viracresearch.com/xu-huong-phat-trien-thi-truong-sua-hat-trong-tuonglai.html 17 18 ... to school 31/10/202 2022 The Gioi Do Choi Video ads, banners on Youtube Organized a program to award school relay scholarships to poor, studious children at Diamond''s Milk Organize content marketing. .. variety of choices to customers with many different flavors Furthermore, they target a higher customer segment than Vinamilk => Understanding the current situation, Diamond decided to choose to... vitality and youth spring 3.3 Marketing Objective Our seedmilk product is a completely new product in the current dairy market With the strong development of influencer marketing today in Vietnam,
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