xây dựng chiến lược truyền thông cho bút bi BluSaigon

Along with the development trend of society, peoples living conditions are improved and the demand for ensuring health, food safety and hygiene is increasing. Consumers increasingly have more modern trends in their buying behavior.Currently, with the vision of developing customer behavior, Ho Chi Minh City is a potential market. This is a big city, a major economic center in Vietnam. Ho Chi Minh City always leads the economic trend of the country, through the change in consumer buying behavior here will affect the consumption behavior of many consumers in other areas.

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING Lê Thị Kim Thoa 1921006832 Võ Phan Cẩm Tú 1921005746 Nguyễn Xuân Quỳnh Nga 1921000934 MARKETING PLAN TO PROMOTE BLUSAIGON PREMIUM PEN PRODUCTS OF BLUSAIGON CO., LTD IN HO CHI MINH CITY MARKET Speciallzation: MARKETING Majors: MARKETING ADMINISTRATION Ho Chi Minh City, 2021 MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING MARKETING PLAN TO PROMOTE BLUSAIGON PREMIUM PEN PRODUCTS OF BLUSAIGON CO., LTD IN HO CHI MINH CITY MARKET Speciallzation: MARKETING Majors: MARKETING ADMINISTRATION Students perform: Instructors: Lê Thị Kim Thoa Võ Phan Cẩm Tú Nguyễn Xuân Quỳnh Nga Đặng Huỳnh Phương TABLE OF CONTENTS TABLE LIST PICTURE LIST EXECUTIVE SUMMARY REASON FOR CHOOSING THE TOPIC Along with the development trend of society, people's living conditions are improved and the demand for ensuring health, food safety and hygiene is increasing Consumers increasingly have more modern trends in their buying behavior Currently, with the vision of developing customer behavior, Ho Chi Minh City is a potential market This is a big city, a major economic center in Vietnam Ho Chi Minh City always leads the economic trend of the country, through the change in consumer buying behavior here will affect the consumption behavior of many consumers in other areas The topic "Plan to promote BLUSAIGON Premium Pen products of BLUSAIGON Co., Ltd in Ho Chi Minh City market" will help BLUSAIGON Co., Ltd have more research information as well as help the Company build appropriate promotional strategies for customers with BLUSAIGON premium pen products in this market With that importance of the topic, the group of students made the decision to choose this topic for research and development in this report OBJECTIVES OF THE PLAN 2.1 Overall objectives The overall goal of the project is to develop a plan to promote the BLUSAIGON Premium Pen product of BLUSAIGON Co., Ltd in the Ho Chi Minh City market, thereby proposing a strategy to better meet the needs of customers in using the product of the company 2.2 Detail goal Analysis of the current situation of BLUSAIGON Co., Ltd.'s plan to promote BLUSAIGON Premium Pen products in Ho Chi Minh City market Evaluate the effectiveness of the promotion plan, thereby analyzing and evaluating the strengths and weaknesses in promotional activities in Ho Chi Minh City Contribute some ideas to develop a plan to promote BLUSAIGON Premium Pen products of BLUSAIGON Co., Ltd in Ho Chi Minh City market STRUCTURE OF THE PLAN In addition to the table of contents, the list of tables, the list of figures, the introduction, the essay contains chapters as follows: Chapter 1: Introduction of Blusaigon co., ltd Chapter 2: Swot & Macro - environment analysis of Blusaigon co., ltd Chapter 3: Gmentation & Positioning strategy Chapter 4: Marketing mix strategies Chapter 5: Action plan CHAPTER 1: INTRODUCTION OF BLUSAIGON CO., LTD 1.1 OVERVIEW OF BLUSAIGON CO., LTD International name: BLUSAIGON COMPANY LIMITED Short name: BLUSAIGON Tax code: 0312553578 Address: 129E Nguyen Dinh Chinh, Ward 08, Phu Nhuan District, Ho Chi Minh City, Vietnam Representative: PHAN PHUC THINH Phone: 0944001771 Operating date: 2013-11-19 Type of enterprise: Limited liability company with or more members outside the country Figure 1.1 Logo of BLUSAIGON COMPANY LIMITED Source: BLUSAIGON COMPANY LIMITED 1.2 MISSION AND VISION The Dream of Life: In the spring of 1997, irrigation engineer Ton Thanh Nghia and diligent workers cut each shell in a loft in Phu Nhuan district, Saigon That was the time when the Ton Van button company was started, and today, each button is a delicate and elegant accessory attached to millions of fashion outfits of the world's leading fashion houses Dior, Escada, Ralph Lauren Now, the precious thing he passed on to his successor, his daughter Ton Nu Xuan Quyen, is not the formula for classifying, grinding, and polishing seashells, but the cherished love Natural beauty Each Product Is Unique To Unleash Knowledge: The radiant love between Quyen and Thinh blossomed with two children In addition to the greatest love of family, on the journey to find someone to develop the Pearl Pen product, both of them found the Pencil, the person who is attached to the pen and the number book for half of his life A beautiful piece like magic Love of nature is accepted And today, with a desire to conquer the world with innovative products, BLUSaigon was born Blue sky blue Saigon is the starting point BLUSaigon will extend the journey of a quarter of a century to create products "hidden in splendor" bringing Vietnamese beauty to the world Beyond the usual note-taking function, the Pearl Pen produced by BLUSaigon is also a worthy gift for beauty lovers With each Pearl Pen product, we don't simply give you a pen, but send in the dream of Opening the Rhythm of Knowledge Because knowledge is the power for us to make changes from small to great, or great Figure 1.2 BLUSAIGON image at Shark Tank show Source: BLUSAIGON COMPANY LIMITED 1.3 BLUSAIGON PREMIUM PEN PRODUCTS Name of product: Liah - New Zealand Abalone Ballpoint Pen - Caro - Gold Plated Length x Width: 131.1mm x 9.5mm In Salary: 3138gr Type oc New Zealand Abalone Pearl color: Green If the 24K Gold Plated rings Paintings of Bo Be Traditional Mosaic Technique Vietnamese Artists Pearl inlay craft village Materials Solid and 24k gold, page gold, or gold plated 72 hours crafting time Pen cartridge: High quality ballpoint pen ink imported from Germany Cover: Valve Figure 1.3 Image Blusaigon Premium Pen products Source: BLUSAIGON COMPANY LIMITED 1.4 DEVELOPMENT ORIENTATION OF THE COMPANY IN THE PERIOD OF 2022 – 2023 In the open economy, enterprises doing business under the market mechanism under the strict management of state agencies, have to business in fierce competition from many sides, but Blusaigon Company Limited has a goal It is clear that in production and business activities, the goal orientation and good implementation of those goals still face many difficulties, requiring the efforts of the board of directors, all officers and employees of the company with the help of relevant departments The Board of Directors of Blusaigon Company Limited has set out many policies to guide all business activities in the coming time as follows: - Diversify the company's business products, develop increasingly rich products and services, expand development with strict management, build more business strategies in each period on the basis of Thoroughly researched markets, customers, partners, and built a growing company - Consolidate and expand the domestic market, gradually develop the international market with the motto: "Diversify functions, diversify products, diversify markets" - Meet the maximum needs of customers in society on the basis of improving product quality for customers and strictly complying with regulations and policies of the State - Continue to stabilize the organization, evenly promote both business products, strive to improve sales, product quality, ensure reasonable costs, maintain the company's image reputation in the market, contribute to share of social benefits Revenue target: - The average annual growth rate is from 5% - 10% - The average annual revenue is from 2.5 to billion VND No - The average annual business capital is from to 4.5 billion VND - Average annual profit after tax is from 300 to 400 million VND Table 1.1 Target revenue plan for the period 2021 – 2025 Unit: Billion dong Targets 2021 2022 2023 2024 2025 Revenue 2,5 2,7 2,9 3 Profit 0,5 0,7 1,5 1,5 Capital 4,5 4,5 4,5 4,5 Source: BLUSAIGON COMPANY LIMITED 10 CHAPTER 2: SWOT & MACRO - ENVIRONMENT ANALYSIS OF BLUSAIGON CO., LTD In order to assess and an accurate SWOT analysis, the group of students collected information and interviewed members of the company The table below shows most of the influencing factors that are assessed by importance The total importance level is 100% equivalent to a factor of The factors will be rated from to with being the least influential and being the most influential 2.1 STRENGTHS Table 2.2 Analysis of Strengths No Strengths Important level Classify Important score Abundant finances 0.1 0.3 Compact organizational 0.15 0.45 apparatus Skilled Staff 0.15 0.3 Product quality 0.15 0.45 Good management ability 0.15 0.45 Distribution efficiency 0.15 0.45 Good competitiveness 0.15 0.3 Total score 2.7 Source: Compiled from information of Blusaigon co., ltd 2.2 WEAKNESSES Table 2.3 Analysis of Weaknesses No Weaknesses Important level Classify Important score Highly dependent on 0.15 0.45 supplier Difficult to penetrate new 0.15 0.3 market No customer care policy 0.1 0.3 Personnel often change 0.15 0.45 Use cost a lot 0.15 0.45 Haven't cut costs yet 0.2 0.4 No backup human 0.1 0.2 resources have been trained Total score 2.55 Source: Students analyze and synthesize information from Blusaigon co., ltd 2.3 OPPORTUNITIES Table 2.4 Analysis of Opportunities 11 No Opportunities Important level Classify Important score State policy support 0.05 0.05 Human resources are easy 0.15 0.45 to find Join AFTA 0.05 0.1 Join WTO 0.15 0.3 The demand for the 0.3 0.9 product is high and growing Variety of varieties 0.3 0.9 Total score 2.7 Source: Students analyze and synthesize information from Blusaigon co., ltd 2.4 THREATS Table 2.5 Analysis of Threats No Threats Important level Classify Important score Many competitors 0.3 0.9 Commodity prices depend 0.2 0.6 on imported materials Tỷ lệ lạm phát cao 0.1 0.2 Join AFTA 0.05 0.1 Join WTO 0.15 0.3 Hàng nhái, hàng giả từ 0.2 0.4 Trung Quốc Total score 2.5 Source: Students analyze and synthesize information from Blusaigon co., ltd 2.5 SWOT ANALYSIS SWOT Table 2.6 SWOT ANALYSIS O – Opportunities 12 T – Threats O1: State policy support T1: Many competitors O2: Human resources are T2: Commodity prices easy to find depend on imported O3: Join AFTA materials O4: Join WTO T3: High inflation rate O5: The demand for the T4: Join AFTA product is high and T5: Join WTO growing T6: Counterfeit goods, fake O5: Variety of varieties goods from China S – Strengths SO Strategy ST Strategy S1: Abundant finances S1 O3: Use financial S1 T1: Using finance to S2: Compact organizational resources to compete with compete with competitors apparatus competitors S4 T6: Use quality products S3: Skilled Staff S7 O3 : Competition in the to compete with fakes from S4: Product quality AFTA environment China S5: Good management S6 O5: Efficient use of ability distribution to meet high S6: Distribution efficiency market demand S7: Good competitiveness W – Weaknesses WO Strategy WT Strategy W1: Highly dependent on W1 O1: Take advantage of W1 T4: Vendor expansion in supplier the state's support policy to the AFTA environment W2: Difficult to penetrate expand suppliers new market W2 O1: Take advantage of W3: No customer care state resources to enter new policy markets W4: Personnel often change W7 O2: Train backup W5: Use cost a lot personnel through easy-toW6: Haven't cut costs yet find opportunities W7: No backup human resources have been trained Source: Students analyze and synthesize information from Blusaigon co., ltd CHAPTER 3: SEGMENTATION & POSITIONING STRATEGY 3.1 DEFINE MARKET SEGMENTS FOR THE PRODUCT BLUSAIGON PREMIUM PEN Currently, the Company segments the market by geographical criteria and by type of customer The overall market is divided by the Company into: Southern market and a part of Central market a Market segmentation by geographic criteria Since in its sales activities the Company only sells goods to only one type of customer, wholesalers, so there are many market segments that are still open that the 13 Company has not penetrated The market segments that the Company has not penetrated can be divided into two forces: retailers and end consumers The force of retailers usually includes the following customer groups: - Retailers are usually business households - Supermarkets of different sizes - Private department stores - Trade centers specializing in trading or trading many types of goods - Retail agents Identifying retailers as above will help the Company better segment the market As for the geographical distribution factor, the distribution of household retailers seems to be more concentrated than that of supermarkets and general department stores According to geographical criteria, retailers in the market should be divided into two main segments: - The first market segment is all retailers within the city center, specifically the area of big cities such as: Hanoi, Hai Phong, Ho Chi Minh City alone the company has determined retailers in District 1, Thu Duc District, District 10, In this market segment, there will be a large number of household retailers, in addition, in this market segment, there is also a shopping center Trade is Van Hanh Mall The second market segment is retailers in the rest of the provinces in the South and a part of the Central This segment of the market has a small number of household retailers and is evenly distributed across regions One obvious difference between the two market segments is the huge disparity in quantity In particular, the first market segment has a much larger number than the second market segment The first segment promises a much larger volume of sales than the second and promises a greater potential while the second requires a higher customer management cost However, the probability of entering the first segment will be lower than that of the second because the competition in the first segment will be much higher than in the second and the requirements of the second segment will also be higher The company not only segmented the market according to geographical criteria but also segmented the market according to each type of customer According to this criterion, the Company's overall market is divided into consumer market, construction industry customer market b According to each type of customer The consumer market includes customers who buy the Company's products to serve their personal needs The company identifies customers who use its products as those with good income or more Targeted customer: - High earners in the big city - 25-40 years old - Average income 20,000,000 VND/month 14 3.2 TARGET MARKET SELECTION FOR THE PRODUCT BLUSAIGON PREMIUM PEN Blusaigon Premium Pen is a high-end product, showing the value level of users Suitable for business people, office workers, people who work in big cities and have a decent income or more Blusaigon will fulfill the demanding needs of outstanding design and user experience 3.3 BLUSAIGON PREMIUM PEN POSITIONING IN HO CHI MINH CITY MARKET The elements constituting the positioning of Blusaigon Premium Pen products in the Ho Chi Minh City market are: Table 3.7 Market positioning description table Product: Blusaigon Premium Pen Target market segment: - High earners in the big city - 25-40 years old - Average income 20,000,000 VND/month Members of the target decision-making unit Board of Directors, Head of Marketing Competitor Thien Long Corporation; Casino;… Advantages and benefits As an innovative startup, attracting the attention of many customers Great brand coverage Competitive advantage Great financial potential Source: Students analyze and synthesize information from Blusaigon co., ltd From those factors, the company conducts positioning for Blusaigon Premium Pen products as follows: - Positioning based on competitive advantage: Compete by the company's resources and the company's reputation compared to competitors in the same industry - Product positioning based on product characteristics: Blusaigon Premium Pen Ballpoint pen of successful people who love nature and are willing to use environmentally friendly products CHAPTER 4: MARKETING MIX STRATEGIES 4.1 PRODUCT STRATEGY Currently, the company's product policy is to focus on developing depth and diversifying product sizes, designs and colors About product quality: Product quality is the number one priority of the company's product policy With a synchronous technology line system imported from Germany, the products manufactured by the company have high durability, gloss and precision The policies that the company 15 conducts to further improve product quality such as: improving line equipment, constantly searching for quality raw materials As a result, the company's products have been assessed to meet and exceed European standards EN 177:1991, EN 159:1991 (June 10, 2015) 24K gold plated: The product is made from monolithic copper raw materials with extremely high precision And covered with 24k gold plated Products are handmade: Abalone snails after being selected and processed strictly, skilled craftsmen will begin to touch every detail precisely and delicately Figure 4.4 describe the manual manufacturing process of the product Blusaigon Premium Pen Source: Blusaigon co., ltd Eco-friendly product strategy: Studies have shown that 95% of the world's marine pollutant waste is plastic debris, including disposable pens Why not choose a more sustainable alternative Hold your pen with both Heart and Responsibility by using the completely environmentally friendly BLUSaigon Pearl Pen Instead of constantly buying new plastic pens, just replace the cartridge and go on journey 4.2 PRICE STRATEGY Price policy is one of the most important criteria of marketing strategy Every business or company must research appropriate pricing policies in order to increase revenue while maintaining and developing the number of customers The price of products and services depends on many factors: competitors, business environment, time, product quality, services, etc 16 Figure 4.5 Price of the product Blusaigon Premium Pen Source: Blusaigon co., ltd Regarding pricing and pricing strategy, the common goal of Blusaigon co., ltd is to offer competitively priced and value-driven services to customers to achieve growth goals in terms of profits profit and number of customers, but pricing is still based on cost A Blusaigon premium pen costs 157 USD Inside: - Production cost: 30% - Selling expenses: 10% - Marketing expense: 5% The 3C model of product pricing: Table 4.8 The 3C model of product pricing Cost Competitor Customer 50 USD 160 USD 200 USD P Min P Standard P Max Possible price range Source: Blusaigon co., ltd 4.3 PLACE STRATEGY For a company, the channel of distribution is seen as a series of ownership rights to goods and services as they pass through different organizations, the organizations in the channel can be considered as channel members Thus, the company's channel members will be all organizations involved in the flow of ownership of goods According to this concept, channel members include: suppliers, distributors and customers Blusaigon Businessman Retailer Customer Figure 4.6 Company's distribution channel structure Source: Students analyze and synthesize information from Blusaigon co., ltd 17 At Blusaigon co.,ltd the channel has an indirect (long) structure that has multiple levels of intermediaries involved in the channel Typical types of channel structures according to the length of the channel This is a channel system that the company's products and services must pass through two levels to reach consumers The company will sell the products that it distributes to the company's direct agents, who then sell the products to retailers and from here the products will reach the end consumers This is an association that is managed by sales contracts - vertical linkage channels, so the link between channel members is relatively close 4.4 PROMOTION STRATEGY According to the marketing activities report over the period, the general goal of the communication efforts for the company's ceramic products is to increase sales and promote the image of the product and the company to the customer base target Sales promotion activities are conducted synchronously, including: advertising, attending exhibitions, sponsorship and promotional policies Sponsored advertising activities: Product advertising activities have been conducted by the company since many years ago Advertising is mainly published in newspapers and magazines The newspapers and magazines that the company has allowed to advertise are: Vietnam Economic Times, Beautiful House magazine, construction magazine, etc Total advertising costs in newspapers and magazines in 2020 that the company invests in about 80 million VND (Data from sales department) In addition to introducing products directly on the website, the company also regularly publishes articles to online newspapers such as Vietnamnet and VNExpress, thereby promoting the Blusaigon Premium Pen brand The company's budget for promotional tools is about 1-4% of revenue The company's promotion budget is heavily focused on promoting and selling products, organizing seminars and programs customer exchange, customer conference… Table 4.9 Budget for the Company's promotion strategy Unit: VND Year 2019 2020 Revenue 18.414.760.000 19.765.982.145 Trade promotion strategic budget 1.136.239.966 1.528.182.216 Source: Accounting Department of Blusaigon co., ltd 18 CHAPTER 5: ACTION PLAN 5.1 BUDGET AND IMPLEMENTATION TIME The following is the budget balance sheet for this planned Promotion Marketing activity: Table 5.10 Blusaigon Premium Pen product promotion budget balance sheet Increased revenue expected from Promotion activity 2,285,439,000.00 Estimated costs for Promotion activity 263,368,200.00 Increased profit 263,368,200.00 The rate of return of investment Promotion activity 13% Source: Accounting Department of Blusaigon co., ltd Implementation time: - Expected to be implemented throughout 2022 - Starting January 2022 - Every months will be evaluated and adjusted time - Acceptance and report on plan results in December 2022 19 5.2 GANTT CHART Table 5.11 Gantt chart of Action Plan Scope of work Task Survey of customer satisfaction Product Implement R&D Finishing the product Product manufacturing Price Satisfaction Survey Price adjustment Price Bringing products to market Place Promotion Discounts to rebuild the product life cycle Set up more selling points in Ho Chi Minh City Distributing goods to the point of sale Building media messages Promote product release date Developing online communication activities Doing PR, advertising in the press Department in charge Ja n Fe b Ma r Ap r Timeline 2022 Ma Ju Au Jun y l g Se p Oc t Nov Dec R&D Marketing R&D Marketing Production Marketing Marketing Marketing Sale Marketing Sale Sale Accounting Sale Accounting Marketing Marketing Marketing Marketing Source: Student made 20 CONCLUSION Through this essay, students have learned about the business situation, business characteristics and strengths and weaknesses of Marketing Mix at Blusaigon co., ltd From there, develop strategies for pricing, products, distribution, and promotion Then select the appropriate segment and positioning for the Blusaigon Premium Pen product Finally, the proposed action plan in promoting Blusaigon Premium Pen products in the Ho Chi Minh City market has been outlined This essay is valuable for further research at Blusaigon co., ltd With limited time as well as limited knowledge, the essay will inevitably make mistakes Ask the lecturer for suggestions so that the student group can better in the future 21 LIST OF REFERENCES Blusaigon co., ltd (2019) Company introduction Ho Chi Minh City: Blusaigon co., ltd Blusaigon co., ltd (2020) Report on business results 2018 - 2020 Philip Kotler (2008) Basic Marketing Hà Nội: Lao động - Xã hội Philip Kotler, & Kevin Lane Keller (2016) Marketing manager (Ngô Thị Ngọc Huyền, Nguyễn Văn Sơn, Nguyễn Thanh Minh, Nguyễn Phạm Phương Nhi, Huỳnh Phước Nghĩa, Quách Thị Bửu Châu, Phạm Thanh Thúy An, Trans.) TP Hồ Chí Minh: Hồng Đức 22 APPENDIX Balance Sheet 2018 – 2020 Targets Total revenue Deductions Net Revenue Cost of sales Gross profit Selling expenses Enterprise management expenses Net profit from operating 2018 3,568,796,255 25,356,873 3,543,439,382 2,589,763,215 953,676,167 320,523,643 2019 4,958,647,230 50,534,678 4,908,112,552 4,000,456,753 907,655,799 245,435,665 Unit: VND 2020 6,854,695,243 15,000,235 6,839,695,008 5,689,254,365 1,150,440,643 453,879,985 625,567,840 635,467,895 650,988,653 26,752,239 45,572,005 15,025,899 2,456,377 20,546,982 (15,025,899) (18,090,605) 0 11,726,340 3,752,429 7,973,911 0 27,481,400 8,794,048 18,687,352 7,584,684 activities Financial income 900,578 Cost of financial contract 4,005,687 Profit from financial (3,105,109) activities 10 Extraordinary income 11 Extraordinary expenses 12 Extraordinary profit 13 Total profit before tax 4,479,575 14 CIT 1,433,464 15 Profit after tax 3,046,111 23 CHECK FOR PLAGIARISM 24 BẢNG PHÂN CÔNG CÔNG VIỆC Họ tên sinh viên Lê Thị Kim Thoa Võ Phan Cẩm Tú Nguyễn Xuân Quỳnh Nga Nội dung đóng góp In search of knowledge and inspiration, Executive summary, Introduction, SWOT analysis & Macro- Environment Content aggregation and member content editing, Marketing-mix Strategies, Action plan, Financial (Break-even analysis, sale forecast) In search of knowledge and inspiration, Marketing-mix Strategies, Action plan, Financial (Break-even analysis, sale forecast) Đánh giá 100% 100% 100% Tp Hồ Chí Minh, ngày tháng7 năm 2021 Đại diện nhóm sinh viên thực Lê Thị Kim Thoa 25 ... Action plan CHAPTER 1: INTRODUCTION OF BLUSAIGON CO., LTD 1.1 OVERVIEW OF BLUSAIGON CO., LTD International name: BLUSAIGON COMPANY LIMITED Short name: BLUSAIGON Tax code: 0312553578 Address:... consumers in other areas The topic "Plan to promote BLUSAIGON Premium Pen products of BLUSAIGON Co., Ltd in Ho Chi Minh City market" will help BLUSAIGON Co., Ltd have more research information... 2013-11-19 Type of enterprise: Limited liability company with or more members outside the country Figure 1.1 Logo of BLUSAIGON COMPANY LIMITED Source: BLUSAIGON COMPANY LIMITED 1.2 MISSION AND