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<b>UNIVERSITY OF ECONOMICS & FINANCEECONOMICS DEPARTMENT</b>

<b>FINAL REPORTBRAND THIEN LONG</b>

<b>Lecturer: Nguyen Thi Minh ChauSubject: Brand Management</b>

<b>Class: B04EGroup: Surpris</b>

<b>Nguyễn Thị Diễm Thi_205042181 Đỗ Xuân Phong_205044286Huỳnh Kim Toàn_20504284Huỳnh Ngọc Tuyết Nhi_205042080</b>

<b>Hồ Hoàng Nhật Duy_205016926</b>

<b>HCMC, January 17th, 2024</b>

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<b>Table of Contents</b>

<b>SUMMARY OF TOPIC AND OJECTIVES...2</b>

<b>CHAPTER 1: OVERVIEW OF THIEN LONG GROUP...5</b>

<b>1.1 Introducing businesses, product brands, and services...5</b>

<b>1.2 SWOT analysis...13</b>

<b>1.3 Competitors...14</b>

<b>1.4 Brand development potential...15</b>

<b>CHAPTER 2 – BRAND BUILDING AND BRAND MANAGEMENT OF THIEN LONG GROUP... 16</b>

<b>2.1 Objectives of Thien Long's strategy...16</b>

<b>2.2 Choose a brand development model and build brand assets...17</b>

<b>2.3 Analyze brand identity; Brand story...22</b>

<b>2.4 Brand positioning strategy. Draw a brand positioning diagram...26</b>

<b>CHAPTER 3: MIX MARKETING STRATEGY...30</b>

<b>3.1 Mixed marketing strategy... 30</b>

<b>3.2 Brand communication strategy...36</b>

<b>3.3 Implementation time:...39</b>

<b>3.4 Develop Expected Budget:...42</b>

<b>3.5 Evaluate and measure the goals:...46</b>

<b>3.6 Conclusion:...47</b>

<b>LIST REFERENCES...48</b>

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<b>SUMMARY OF TOPIC AND OJECTIVES</b>

Along with the traditional quality ballpoint pen products that have made Thien Long famous since the early days of its establishment, Thien Long has constantly researched, improved and modernized production technology to provide the market with more. Other product categories such as office supplies, art supplies, and different types of pens... To serve the strategic direction of becoming the number one stationery group in Vietnam and the leading stationery group in the region. According to revenue and output, Thien Long is considered Vietnam's number one enterprise in the field of manufacturing pens and other stationery products. Currently, Thien Long Group is producing and trading over 100 types of products belonging to 4 main product groups as follows: writing pens such as ballpoint pens, needle pens, fountain pens, gel pens,... During 40 years of product production and business activities, Thien Long has always taken the motto "quality first" as a guideline for all work and boldly invested in improving the qualifications of its staff. employee department. Besides human factors, Thien Long has continuously carried out technology research and development activities, improved products, invested in the most modern equipment systems along with stable sources of imported raw materials from reputable companies. The company provides raw materials. Thien Long has met the diverse needs of the market in terms of product quality as well as service quality.

The Surpris team has researched the brand management method of Thien Long Group Joint Stock Company and proposed to contribute more ideas to develop the brand more openly. The group proposed strategies to increase Thien Long brand recognition. Bringing brands closer to consumers.

The goal of this report is to learn about Thien Long, evaluate the market, exploit the potential of new target markets and propose a communication strategy to rejuvenate the brand for Thien Long towards the goal of expanding Market segmentation, increasing market share and approaching customer groups of children and parents.

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<b>ACKNOWLEDGMENTS </b>

First, we would like to thank Ho Chi Minh City University of Economics and Finance for supporting the subject "Brand Management" in the curriculum.

In particular, our team would like to express our sincere thanks Thank you to the subject lecturer - Ms. Nguyen Thi Minh Chau

She is a dedicated lecturer in the Brand Management department. She is a cheerful person who teaches wholeheartedly, sharing knowledge and practical experience in the most understandable way. Thanks to her dedication, I have a better understanding of what public relations in marketing should do and the important role of the subject. Learn from her how to make connections between learning and applying them in practice.

She always creates conditions for us in groups to have the opportunity to sit together and discuss and debate to solve real-life problems through exercises at the end of each day. She teaches using a practical application method, learning with practice. And she will have requirements for completing tasks to get points, fair and square. Helps us practice observation skills to grasp main ideas, practice how to condense content accurately and feasible, and cite original sources. We have learned a lot of useful knowledge and the spirit of effective and serious learning. This will certainly be valuable knowledge and a tool for us to move forward in the future.

Next, thank you to the Surpris team, the key members who have accompanied and worked hard to build this report completely. We tried to complete the research on brand development using the knowledge we have learned. However, due to limited knowledge and awkward ability to absorb reality,

It is difficult to avoid errors and inaccuracies in this final report. We hope you will review and provide us with feedback to improve our report.

Thank you very much! Best regards, Surpris group

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<b>CHAPTER 1: OVERVIEW OF THIEN LONG GROUP1.1 Introducing businesses, product brands, and services1.1.1 Introduction of Thien Long Group and History of formation</b>

<b>A 40-year journey with Vietnamese knowledge, becoming the leading brand in thestationery industry in Vietnam</b>

Thien Long Group Joint Stock Company, also known as Thien Long Group, is a company specializing in stationery and art supplies in Vietnam, founded in 1981 in Ho Chi Minh City. . Initially, the goal of Mr. Co Gia Tho - founder and president of the group, was to create a "made in Vietnam" ballpoint pen brand to compete with imported goods. Facing many difficulties and needing to step up marketing to convince small businesses to import goods, the brand's founder personally traveled throughout the provinces to promote and sell the brand's products.

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Since 1994, Thien Long has had a group of engineers specializing in product research and development, promoting innovation activities in product development. This helped Thien Long completely dominate the ballpoint pen market in 1997 and become an indispensable symbol of many people's student days.

Despite facing three major "waves" of economic crisis in 1997, 2008 and the Covid-19 pandemic, Thien Long overcame these difficulties by adjusting and applying the right strategies, suitable for the time. In 2020, despite being heavily affected by the Covid-19 epidemic, Thien Long still maintained a gross profit rate of 38.4%, higher than the average level in the 2016-2019 period.

In addition to ballpoint pens, Thien Long also expanded the production of other stationery products and has achieved great success in the domestic market. During the period 2012 - 2016, Thien Long's pen product group led the market with a market share of up to 60%. The company has learned and met customer needs through market research strategies. Thanks to that, Thien Long's stationery products have received love and trust from both office workers and new generations of students.

In 2015, Thien Long changed its business strategy and launched the FlexOffice and Colokit brands, focusing on stationery for office workers and export. These brands have contributed significantly to the group's export revenue and have expanded their distribution network. In November 2022, Thien Long opened two Clever Box stores in Go Vap district and Tan Phu district (HCMC), specializing in providing DIY and STEAM stationery and creative toys. This is an important part of the brand's multi-channel ecosystem development. As one of the leading

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multi-industry corporations in Vietnam, Thien Long has achieved many important awards over the years:

● Top 50 Top 50 best listed companies in Vietnam (2013-2022) ● Top 50 Top 50 best listed companies in Vietnam (2013-2022) ● Top 10 Vietnam Gold Star Awards 2003, 2018, 2021-2022 ● Enterprises whose products achieve Vietnam National Brand 2022 ● Award "High quality Vietnamese goods" (1997-2022)

● Top 100 Sustainable Enterprises CSI Program (2016-2022)

● Top 50 Sustainable Enterprises 2022 (TOP50 CSA) - Listed Enterprise Sector

Recognizing the importance of technology in the digitalization era, Thien Long has cooperated with experts around the world and brought advanced technology into production, while investing in process automation and search How to leverage digital transformation to achieve business goals. Currently, Thien Long is not only the number 1 stationery brand in Vietnam but has expanded its export market to 70 countries worldwide.

At the end of the first 6 months of the year, Thien Long Group has achieved nearly 58% of the yearly revenue plan (expected 3,250 billion VND) and completed 107%, exceeding the profit plan (expected 280 billion VND). .

Thien Long Group Joint Stock Company (code TLG) has just announced its Consolidated Financial Statements for the second quarter of 2022.

Thien Long Group reported sudden profit growth in the first 6 months of the year, up to 71% Specifically, in the second quarter of 2022, TLG recorded net revenue of 1,087 billion VND, an increase of 339 billion VND (up about 44%) compared to the same period last year. Gross profit reached more than 486 billion VND, an increase of 50%. Gross profit margin improved from 41% to 45%.

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At the end of the second quarter, TLG reported pre-tax profit of 233.4 billion, after-tax profit of 185.5 billion; increased by 103% and 104% respectively over the same period last year.

<b>1.1.2 Name, vision, mission, core values of Thien Long Group</b>

Name: Thien Long Group

Vision: Bringing Thien Long products to all parts of the country and around the world. Mission: Thien Long is committed to providing the best quality stationery products and services for studying, working, and creating, contributing to conquering the pinnacle of human knowledge.

Core values: pioneering, diversity and integration, challenge and innovation, honesty + Pioneer: Leading in technology, innovation and breakthrough

+ Diversity and integration: Diversity of products and designs, integration and exchange of technology, expansion of export markets

+ Challenges and innovations: innovate, increase automation speed, update changes according to trends

+ Honesty: Act honestly and transparently in all activities

<b>1.1.3 Brand image in the minds of consumers1.1.3.1 Search information</b>

<b>1.1.3.2 Brand image</b>

TL is the leading brand in the writing pen industry in the Vietnamese market. The TL brand serves a wide range of needs for Vietnamese consumers from students to working people and office workers with pen products that are familiar to customers such as: Ballpoint pens, gel pens, ballpoint pen, needle brush pen, whiteboard marker, oil marker, eraser pen...

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After nearly 40 years of development, TL has provided the Vietnamese market with billions of the best quality products for studying and working. TL products win the hearts of the majority of Vietnamese people because of their quality, reasonable price and ease of use.

From April 26 to May 1, 2016, along with 700 booths of 200 Vietnamese enterprises, Thien Long Group conducted trade promotion and brand promotion activities at the "Vietnamese Goods Fair". High quality men for the 20th time”

Thien Long, Thien Long's continuous efforts to improve product quality have been well received by consumers when in the past 20 years, Thien Long has continuously been voted and awarded the title "High quality Vietnamese goods".

<b>1.1.4. Internal business analysis1.1.4.1 Organizational structure</b>

Thien Long Group Joint Stock Company is organized and operates in compliance with Enterprise Law No. 60/2005/QH11 of the 11th National Assembly of the Socialist Republic of Vietnam passed on November 29, 2005. The company's compliance with enterprise law and other relevant laws and the company charter approved by the company's general meeting of shareholders

Parent company/headquarters: Where the Company's Office and Manufacturing Plant are located.

Thien Long Long Thanh Joint Stock Company + Charter capital: 80,000,000,000 (Eighty billion VND)

+ Holding ratio of Thien Long Group Joint Stock Company: 65% of charter capital.

Northern Thien Long Joint Stock Company: Not developing operations and preparing for dissolution.

Thien Long Hoan Cau Service and Trading One Member LLC:

+ Charter capital: 20,000,000,000 VND (twenty billion Vietnamese Dong). + Holding ratio of Thien Long Group Joint Stock Company: 100% charter capital. Tan Luc Trading and Services One Member Company Limited:

+ Charter capital: 20,000,000 VND (Twenty billion Vietnamese Dong)

+ Holding ratio of Thien Long Group Joint Stock Company: 100% charter capital.

<b>1.1.4.2 Company resources</b>

Capital: The company is maintaining a fairly reasonable capital structure in which equity capital is enough to finance all fixed assets and about 50% of current assets; The remaining 50% is financed by loans and appropriated capital.

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Labor: The total number of employees of the Group as of September 30, 2009 was 2,171 employees. Of which, the proportion of workers with university and postgraduate degrees accounts for 10.9%.

Regarding profitability: Thien Long Group's profit after tax/net revenue ratio is quite high compared to other businesses in the same industry. This demonstrates the success of Thien Long Group's business strategy.

Thien Long Distributor network covers 63/63 provinces and cities nationwide with over 100 Distributors, more than 30,000 sales points, 2 warehouses in the South and North.

<b>Work environment</b>

A good and favorable working environment not only enhances the position and reputation of the enterprise because of its responsibility to society and employees, but is also a condition for the enterprise to attract talented people and the loyalty of employees. labor to bring high values to businesses. Therefore, Thien Long has been trying to create the best and most dynamic working environment for employees to maximize their abilities. The working environment at Thien Long is built with 3 criteria: "Safety - Friendly - Professional".

Thien Long is a large-scale corporation with more than 3,500 people. Work according to standard system procedures, apply Integrated Management system standards (Domestic and international standards), SAP software system, and human resources software. Receive in-depth training in expertise and soft skills; good policies and regimes; Dynamic working environment, applying innovative initiatives to work; Multicultural working environment with many employees from different countries working at the Group.

<b>Human culture</b>

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With an increasingly strong growth rate, Thien Long is always ready to welcome dedicated, talented, and enthusiastic members to the group. This helps Thien Long create a competitive and modern working environment. At Thien Long, each member is trained to better understand the job and has a clear career development roadmap built. In particular, the company always prioritizes developing internal human resources when there is a recruitment need to create conditions for career development for employees.

<b>1.1.5 Brand TL - “ CONG VIEC HANH THONG”</b>

During nearly 40 years of establishment and development, Thien Long aims to become the No. 1 stationery group in Southeast Asia and the leading stationery group in Asia.These are 5 brands belonging to Thien Long Group

Brands are always ready to meet the needs of domestic and foreign customers through a distribution network of more than 65,000 points of sale in Vietnam and more than 65 countries around the world. Thien Long is evaluated by Plimsoll organization (*) as the stationery manufacturing company with the highest revenue growth in Southeast Asia, Top 15 stationery companies with the highest revenue growth in the world and is rated as the stationery company with the highest revenue growth in Southeast Asia. Price is the world's best trading partner for 5 consecutive years.

(*) Plimsoll is an organization in the UK specializing in analysis and financial reports of many famous brands in over 90 countries around the world such as the US, UK, France, Germany, Spain, Italy, Russia, and North Korea. Au…

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The Writing Pen group is the Group's traditional product group, accounting for more than 65% of the domestic market share. Over the years, the Writing Pen group has always demonstrated its role as a key product group, creating the foundation in Thien Long's development process. Thien Long's writing pen group is diverse in designs and types, with product lines such as ballpoint pens, gel pens, ballpoint pens, needlepoint pens,... The main materials are imported from Germany and Switzerland. , ensuring stable and best quality for consumers.

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<b>1.2 SWOT analysis</b>

<b>1.3 Competitors </b>

Currently, in the Vietnamese ballpoint pen market, there are a number of companies specializing in the production and supply of stationery, specifically ballpoint pens.

Currently, the ballpoint pen market share in Vietnam is divided into 3:

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Thien Long Production and Trading Joint Stock Company: accounts for 60% of the ballpoint pen market share Ben Nghe & Hong Ha Company: accounts for 12% of the ballpoint pen market share

The rest are small companies and imported from abroad, accounting for 28% of the ballpoint pen market share.

<b>Industry competitors</b>

Currently in the Vietnamese market, Thien Long's main competitors are two companies:

<b>Ben Nghe General Services Trading Joint Stock Company</b>

Ranked 2nd in the industry with ballpoint pen market share, competing directly with Thien Long in writing pen products nationwide.

The advantage is that the ballpoint pen brand appeared early in the Vietnamese market, so it has production and business experience and has a loyal customer base.

However, the company has diversified its business lines: animal husbandry, food, helmet production, has not focused on traditional business areas, and promotional activities for the company's products are also very limited. mechanism.

<b>Hong Ha Stationery Joint Stock Company</b>

Although it has a development history of more than 50 years, the company's ballpoint pen products appeared late (in 1999). This is not the company's main product, accounting for about 2% of the ballpoint pen market, the main consumer market in the Northern provinces.

Hong Ha mainly produces notebook paper and fountain pens (fountain pen market share is 18%), however ballpoint pens are not this company's largest product line.

<b>Potential competitors</b>

The ballpoint pen manufacturing industry does not require too much investment, so the possibility of other stationery companies that do not currently produce ballpoint pens entering the industry is quite high.

Potential competitors could be companies specializing in manufacturing products such as fountain pen ink, school supplies such as rulers, compasses...

Chinese and Thai companies have brands, their strengths are diverse designs, low product prices but the quality of common products imported for sale is not the same.

<b>1.4 Brand development potential</b>

<b>High potential to become a "trillion billion" enterprise</b>

Thien Long not only affirms its internal strength through reliable data but also through consumer trust. After more than 40 years of accompanying many generations of Vietnamese people, Thien Long is considered a "national brand" and is always in many brand rankings and awards voted by Vietnamese people.

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Consumer trust in Thien Long has increased many times because in addition to business activities, the group also puts all its heart into social programs that promote knowledge. Thien Long is closely associated with the image of a brand devoted to the community with many meaningful social programs such as Exam season support, Young knowledge for education, Sharing with teachers...

Possessing a solid foundation of internal strength and the trust of Vietnamese consumers is a great advantage for Thien Long to confidently set many new goals to elevate the business. The next milestone Thien Long aims for is to become a "trillion billion" enterprise.

Recently, as soon as the fourth epidemic ended, this group quickly stabilized and deployed a series of new activities in production and business. The most prominent event is the groundbreaking event to expand Thien Long Long Thanh factory (Dong Nai) in early March 2022. The new factory has a 5-storey structure and auxiliary works with a total construction area of about 10,000 m2, investment value of about 230 billion VND. After the new factory comes into operation, Thien Long's production capacity will increase significantly in the future. In the future, to expand market share and increase sales, this group will constantly diversify product lines. Currently, Thien Long is implementing new business segments such as STEAM & DIY (Do It Yourself) products, cooperating with leading brands in the world in stationery -entertainment - creativity, consumers. Vietnam will experience and enjoy new products and services that are trendy, interesting, and effective.

After 40 years, Thien Long is ready to enter a new era with the spirit of moving forward without retreating, with the belief that the greatest asset of a business is the trust of consumers. Thien Long places expectations on tens of millions of loyal customers, which is an inevitable premise for Thien Long to expand its product portfolio and industry, reaching the milestone of "trillion billion enterprise".

<b>CHAPTER 2 – BRAND BUILDING AND BRAND MANAGEMENT OF THIEN LONG GROUP </b>

<b>2.1 Objectives of Thien Long's strategy</b>

Thien Long's business strategy is to continue to break through and accelerate to affirm its pioneering mark, affirming its position as the No. 1 stationery company in the Southeast Asian stationery market and an office company. top product. Asia's leading. Towards the main goal, Mr. Nguyen Dinh Tam - General Director of Thien Long proposed a strategy for Thien Long with two goals: stabilizing the domestic market and structural growth in exports.

<b>Enhance your brand</b>

Elevating the Thien Long brand to become a brand that inspires Vietnamese values, bringing solutions to learn lifelong happiness; It is a favorite recruitment brand as well as a valuable and prestigious brand of investors on the Vietnamese stock market. Elevating the FlexOffice brand to become the leading recognized brand of pens and stationery in Southeast Asia.

<b>Optimze the multi-channel model in the domestic market</b>

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Optimize the advantage of traditional channels (GT), promote the standard point of sale program, transform the model from customers to sales partners to increase the connection between the Group and points of sale. Increase display images and experience of Thien Long products at points of sale in modern (MT) and retail models. At the same time, promoting brand promotion activities in the media, focusing on emerging channels that have direct contact with consumers in order to bring a full and quick experience to customers. New products of Thien Long.

<b>Reaching to international level</b>

Reaching to localize the Southeast Asian market, increase revenue, and gradually optimize profits. Not only sales, international business development is also a bridge to bring Thien Long forward by creating additional opportunities for OEM, ODM and the means to learn from friends and foreign partners about sustainable product development. .

<b>Expanding the Ecosystem</b>

Based on the strengths of distribution channels and brands to develop new products/industries to develop a broader ecosystem of reading knowledge, writing emotions, drawing souls, listening and understanding, and seeing enlightenment.

<b>Organization Promoting development</b>

To achieve its ambitions, the Group boldly invests in people. Be flexible and accept calculated risks in potential projects to promote rapid but sustainable development. Further strengthen sustainability (ESG) practices to deliver clear, measurable impact and emotional connection with consumers

<b>2.2 Choose a brand development model and build brand assets2.2.1 Brand positioning</b>

<b>2.2.1.1 Brand positioning concept</b>

Brand positioning is a set of activities aimed at giving products and product brands a defined position (compared to competitors) in the customer's psychology, and is an effort to give the product a unique image. Unique image that easily enters the customer's awareness, or more specifically, what the business wants customers to think of every time they encounter their brand.

<b>2.2.1.2 Thien Long brand positioning</b>

Drawing from the research, observations and research process about Thien Long Ballpoint Pens as well as looking at Thien Long's development path and vision for this retail segment, Thien Long Company has been positioning itself To be

“A Vietnamese brand of international stature and class, always bringing knowledge to consumers through high-quality ballpoint pens, with prices suitable for all ages. Creating shopping experiences with many rich and interesting pen choices, accompanied by dedicated service that leads consumers to success."

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With brand positioning like this, Thien Long Ballpoint Pen has been using a positioning strategy combining two forms of positioning: Positioning by quality and positioning by features. Thanks to the correct positioning, Thien Long has exported Thien Long Ballpoint Pen products to 67 countries around the world. Thien Long views Southeast Asia as its key market and has exported to all countries in this region to affirm its international brand position.

<b>2.2.2 Brand development according to the CBBE model</b>

The customer-based brand equity model is a set of marketing guidelines that experts use to build popular brands. It helps marketers connect with their audiences, increase profit margins, develop brand loyalty, and improve brand equity

The customer-based brand equity model is a set of marketing guidelines professionals use to build popular brands. It helps marketers connect with their audience, increase profit margins, develop brand loyalty and improve brand equity.

<b>CUSTOMER BASED BRAND EQUITYSTEP 1: BRAND IDENTITY</b>

<b>Who are you?Salience</b>

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Thien Long commits to providing the best quality products, stationery products, services serving the studying, working, creative activities, contributing to conquer the peak of mankind knowledge.

<b>STEP 2: BRAND MEANINGWhat are you?</b>

● Thien Long Group is committed to bringing the best quality products, stationery, and services for studying, working, and creating, contributing to conquering the pinnacle of human knowledge.

● Diversity of tools, designs, colors ● Easy to use and convenient

● Long-standing, close to generations, trustworthy

The leading brand in the Vietnamese stationery industry meets market needs and requirements, with diversity, quality, convenience, and reliability.

● Product: Diversity in style, personalization of different generations. Often launches new products that match trends. Highly appreciated for its quality, features and convenience ● Price: Price suitable for consumers' budget (average 4,000 VND per pen type TL - 089) ● Place: Wide coverage of more than 55,000 points of sale nationwide including retail

stores, supermarkets and agents covering 63 provinces and cities and expanding to 70 countries. E-commerce channel and sales through brand website

<b>STEP 3: BRAND RESPONSEWhat do I think, or feel, about you?What about you and me?</b>

Connecting the community through social programs and active community activities in advancing Vietnamese knowledge

"2022 Exam Season Support" Program: Attracted 15,387 provincial/city level volunteers and 90,032 grassroots level volunteers, supported 101,482 difficult candidates and provided exam preparation and university entrance exam support for millions of 12th grade students.

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"Sharing with teachers 2022" program: Honoring 68 outstanding teachers and organizing online and offline gratitude activities, including meetings with senior officials and commendation ceremonies.

"Young Knowledge for Education 2022" Program: Received 1,555 ideas, initiatives and works contributing to the education sector, with high quality and commercial viability.

"Color Festival 2022" painting contest: Attracting 200,000 entries from children nationwide, becoming the largest painting contest in Vietnam and promoting Colokit products and the message "smart colors ".

Program "For a green school roof": Annual activity coordinated with the Central Youth Council to help children who are studious and raise awareness of environmental protection. The program has attracted 20,000 students to participate in collecting used school supplies, contributing to scholarship funds for poor children at 30 schools nationwide, with proceeds of 300 million VND. The above activities show that Thien Long is not only a pen brand but also committed to actively contributing to the community, especially in the field of education and children. This brand has built trust and special affection from Vietnamese consumers, creating a solid and long-term bond. With impressive development and a leading position in the stationery and pen manufacturing industry in Vietnam, Thien Long Group Joint Stock Company continues to affirm its position in the market and meet the needs of people. consumption.

<b>2.2.3 Building Thien Long brand assets</b>

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<b>STEP 1: Craft Your Core Brand Values</b>

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❖ Bringing the best quality products, stationery, and services for studying, working, and creating, contributing to conquering the pinnacle of human knowledge.

❖ A brand worth more than 40 years with many ups and downs, this brand still maintains its position in the market and has a strong presence in the hearts of many generations of Vietnamese intellectuals.

❖ Thien Long is considered a "national brand" and is always in many brand rankings and awards voted by Vietnamese people.

<b>STEP 2: Build Awareness</b>

❖ Quality stationery brand ❖ Reasonable price

❖ Diversity of tools, designs, colors ❖ Easy to use and convenient

❖ Long-standing, close to generations, trustworthy

<b>STEP 3: Create Positive Brand Perception - Thien Long brand builds a brand with apositive image of knowledge</b>

❖ The Thien Long brand is not only attached to Vietnamese people through traditional writing products, but also demonstrates social responsibility and active community activities in advancing Vietnamese knowledge. From the early days of its establishment, founder Thien Long and his staff have always believed in the power of knowledge and the importance of exploring knowledge for the development of each individual, country and people.

<b>STEP 4: Build Strong Loyal Bonds</b>

❖ Maintaining quality and reasonable prices as the promise Thien Long has long established to retain loyal customers and attract and convince many new customers.

<b>STEP 5: Continuously Improve Customer Experience</b>

❖ Continuously updating the market, constantly learning, innovating and upgrading products in terms of both quality and variety of designs to match trends.

<b>STEP 6: Keep A Active And Engaged Community</b>

❖ Build a community group that loves the Thien Long brand. Regularly interact with this community group in a positive way to enhance knowledge value.

❖ Organize many events to connect with customers, create more useful knowledge programs

<b>2.3 Analyze brand identity; Brand story</b>

<b>Logo of Thien Long company: The logo also deeply reflects the strategic directions and</b>

corporate culture that Thien Long has chosen to achieve the goal: 'Becoming a trusted friend of every customer' . The logo has three main colors: blue, black, red. About symbols: The letter 'T' stands for 'THIEN', the letter 'L' stands for 'LONG'.

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<b>Logo TL</b>: The logo has 3 main colors: <b>blue, black and red</b>. - About the symbol: the letter "T" stands for "THIEN"; The letter “L” stands for “LONG”. The image of a pen symbolizes the cosmetic office industry. - Regarding color: the letter "T" is green, the image of a black tree and the letter "L" is red representing the three main ink colors: blue, black, red .- Structure of the logo: looks very tight, solid, has durability and has Thien Long's solid foundation. With such a deeply meaningful logo, TL wishes to create a trustworthy brand worth Reliable to customers and an important competitive advantage.

<b>Thien Long's slogan</b>

is study. "Learning is lifelong" and now changed to "The Power of Knowledge". In marketing, too, Thien Long, like many other businesses, wants sales to increase day by day, but our mission is still to serve the education of students.

<b>Main color :</b>

There are 3 main colors: blue, black and red. - Regarding symbols: the letter "T" stands for "THIEN"; The letter “L” stands for “LONG”

<b>Story branding :</b>

The world's first ballpoint pen was born in October 1888 by John Loud, USA. But nearly a century later, we now have a ballpoint pen "made in Vietnam" by Mr. Co Gia Tho - founder and chairman of the group.

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The first ballpoint pen produced by Thien Long was also the first ballpoint pen produced in Vietnam, launched in 1981. At that time, ballpoint pens were mostly imported from Thailand, in quite small and scarce quantities. It's so rare that some people have to refill it with ink to use it over and over again. Mr. Co Gia Tho was a pen dealer at that time, and was worried about producing his own ballpoint pens in Vietnam, bringing a more abundant supply to everyone. And the first "made in Vietnam" ballpoint pen was born in a small production facility located in District 6, Saigon.

When I was in school, in addition to my close friends in class who often called out to us to ride their bikes to school together and play mischievous childish tricks with us, books, notebooks, and even ballpoint pens were also our closest friends. close together, inseparable. Because when you go to school and forget your books, notebooks or don't have a ballpoint pen to write your papers, that day you will determine your fate!

Indeed, when I was a student, every time I went to class and forgot my school supplies, I had to quickly run out to flatter my classmates. "Please lend me the Thien Long ballpoint pen" or "Let me borrow the ballpoint pen and I'll return it later". If you're lucky, he'll lend you a loan, but if you're unlucky enough to meet a stingy person, you'll have to rush to the front gate to stop at the grocery store and ask to buy: "Miss, sell me a ballpoint pen." And do you realize that even among dozens of different brands, Thien Long ballpoint pen is always your only choice? It is known that in the 1980s, ballpoint pens were mostly imported from Thailand, in very small quantities and were scarce, so much so that some people had to refill them with ink to use over and over again. However, in 1981, the first "made in Vietnam" ballpoint pen was born in a small production facility located in District 6, Saigon, marking a new beginning journey for Thien Long and helping students. Vietnam can more easily buy ballpoint pens for use

Not only that, from 1992 - 1994, after a long period of research and continuous product development, Thien Long launched the TL-07 ballpoint pen, the first pen with an ink scent. fragrant.

This was considered a groundbreaking product at that time and made the students love it, everyone had to buy it for their friends. Even early 9X students tease each other that books can be forgotten, but Thien Long ballpoint pens must be in the bag. And whoever's pen has to be engraved with their name or made a mark so that even if they "get lost" they can still find it. Not only has he been with us since childhood, Thien Long is also closer to the generation of middle and high school students. Because at this time, 100% of you have to write with ballpoint pens instead of ink pens like ink. level 1. Therefore, at the beginning of the school year, every family must buy a box of Thien Long ballpoint pens to use until the end of the year.

Because of being so close to each other, every middle and high school student has many memories with Thien Long ballpoint pens. Especially in the 2000s, when most pens of this period had large letter heads and were prone to ink spots on the handwriting, Thien Long launched the TL-027 - "Legendary pen" with a unique design, using Using the 0.5 tip (rarely available on the market) for thin lines, bold and clear ink, helping to solve the problem of

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students' need to practice beautiful handwriting, this becomes even more of a "treasure". " of the soldiers.

Surely, every student when entering the exam room will prepare more than one Thien Long ballpoint pen, right? Because everyone is psychologically afraid that if they run out of ink in the exam, they will fail, or if they turn to borrow from another friend, they will be marked. In addition, holding so many Thien Long ballpoint pens is also for the reason that the pen writes beautifully, every stroke is sharp, not afraid of clogging. During an exam, if the pen is stuck in ink, it will be too "cold" and not in the mood to do the exam. .

Not only that, Thien Long is also a witness to many senior farewells when you write wishes and guestbook notes on each other's white shirts. Then sometimes Thien Long ballpoint pen also witnesses and is by your side in those emotional moments.

It can be seen that Thien Long ballpoint pen always carries with it a mission to accompany you throughout your learning journey from childhood to adulthood. Understanding that the journey of spreading knowledge is extremely important, Thien Long has organized many meaningful campaigns for students such as "School Drum Sound" - donating school drums to schools in remote areas. Organizing consulting to help students choose universities and careers in the "Exam Season Consulting" campaign, encouraging students to practice beautiful handwriting with the program "I love Vietnamese letters".Not only that, Thien Long also accompanies students who are about to say goodbye to school and enter the university with "Exam Season Support". This is considered one of the most outstanding campaigns that Thien Long has carried out over the past 20 years, together with the Central Vietnam Student Association, the Ministry of Education and Training, and Thanh Nien Newspaper to inspire nearly 20 million candidates. students and family members across the country; deployed 58,618 volunteer formations at all levels, with the participation of 1,018,231 young people and student volunteers; Total resources mobilized is nearly 200 billion VND. Pine Through this campaign, those who are about to become students will receive enthusiastic support. The program will give them wings to help their dreams fly even further.

Not only giving wings to the dreams of new students, Thien Long also cares about younger ages. In 2011, realizing the huge demand for children's stationery, especially the coloring industry for children (and adults) increasingly requiring safety and quality, Thien Long began launching new products. Safety learning products meet international standards and are very popular with consumers.

During that time, in order to further enhance the learning spirit and improve understanding of users, Thien Long organized a series of meaningful programs such as "Did you know" to help position the brand with an impressive slogan? The "Power of Knowledge" symbol, the "With knowledge, you can make your dreams come true" campaign and "Colokit - Smart Colors" all help promote the creativity and development of children.

Furthermore, in line with world trends, in the first decade of the 21st century, user needs with the desire for smooth writing ink, writing without hand fatigue, even and bold strokes, so Thien Long has also boldly developed new products. ink lines that meet market needs

With a journey of more than 40 years of development, from a small ballpoint pen manufacturing facility to a large corporation with many diverse products, today's Thien Long still maintains its

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