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<b>University of Economics and Finance </b>

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<b>VEGAN BURGER 3 MCDONALD9S 3 1. EXACUTIVE SUMMARY 3 </b>

<b>3. MISSIONANDGOALS 4 4. GENERALPRODUCTINFORMATION 5 </b>

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<b> VEGAN BURGER 3 MCDONALD9s </b>

<b>1. EXACUTIVE SUMMARY </b>

<b>1.1 Overview and project aim </b>

This project is making a Vegan Burger which is accompanied by McDonald9s. The main purpose of the assessment is to make the taste of burger on the next level which combining two elements <Delicious= and <Healthy=.

<b>1.2 Outline of the process and planning stage </b>

To begin with, team members conducted a study related to original product in Vietnam. The concept for the new version of product would be generated and tested. Then, there would be sketches about the overall product and we move on to shape the product development. In the next stage, marketers would show how they plan a marketing stategy and business analysis, which were followed by financial feasibility. Some key risks and mitigation would be analyzed in order to minimize failure. Finally, market testing and product commercialisation would be carried out.

<b>1.3 Outline of the initial stages and prototype testing </b>

Team member join in the process of creating the idea generation to make a list of ideas before have ideas screening. Later, a concept testing would be carried out, some market research and surveys were completed to get essential data and customer information about Vietnamese. Then, we found out the methods to reduce and manage external and internal risks before sharping up the product. According to the procedure, team members had to clarify the main outline for marketing, promotion campaign for lauching the new product and how to manage the lauching process.

<b>1.4 Outline of the innovation of the device and modifications </b>

All aspects of the product would be modified to fit with the Vietnamese market, to certainly confirm that the product will meet the need of consumers and work efficiently.

<b>1.5 Summary an indication of the business outcomes expected to achieve </b>

The principal expectation about the bussiness outcomes was that the product would become a star. Thus, each product sold will contribute 5.000 VND to UNICEF organisation. Moreover, the biggest ambition is to make <Vegan burger= 3 one of the top-of-mind product that make consumer consider whenever they want to have a healthy meal.

<b>2. INTRODUCTION 2.1 About the company </b>

McDonald's is an American fast food restaurant chain. They operate a system of fast food restaurants, serving the group's own branded products. This is the largest chain of fast food

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<i>University of Economics and Finance </i>

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restaurants in the world. In 2014, McDonald's came to Vietnam, becoming the first fast food brand present in our country. Up to now, there have been more than 27 stores covering major cities such as Ho Chi Minh City, Hanoi, Binh Duong. Grasping the needs of today's Vietnamese consumers, we want to serve fast but hygienic, nutritious meals with professional service, McDonald's is committed to making you satisfied. Our product line is famous around the world such as Big Mac, Chicken McNuggets, Egg McMuffin. Not only famous for delicious food, McDonald's is also famous for its chain of quality standards, service, hygiene and value.

<b>2.2 Company9s achivements in Vietnam </b>

Some achievements in Vietnam:

- McDonald's is a companion sponsor throughout the VBA Awards 2022 season. - McDonald's Vietnam received the Golden Dragon award in 2022 at the Vietnam

Development Bridge Forum for the fourth time in a row.

- McDonald's Vietnam is one of the top 10 businesses in the "Products and Services" Industry Group for 2021.

- During the quarantine period, they sent 4850 soldiers to aid in the fight against the covid epidemic.

<b>3. MISSION AND GOALS </b>

<b>Mission: </b>

- Constantly improving service quality and providing interesting experiences to customers through well-known products such as world-famous French fries, Big Mac burgers, and Chicken McNuggets.

- Ensure a unique McDonald's experience.

<b>Vision: </b>

- McDonald's will set a new standard for the fast food restaurant industry in Vietnam by offering customers a one-of-a-kind experience that includes delicious food served by a professional, friendly staff.

- Become one of the top fast food brands in the minds of customers. - Pay special attention to consumer9s health.

- Providing the most nutritious meals in the shortest amount of time.

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<b>4. GENERAL PRODUCT INFORMATION 4.1 Model </b>

- With ingredients selected from nature, Vegan burger will bring the same great taste as regular burgers and come with the health guarantee because you don't have to consume too much protein.

- Ingredient: hemp protein, coconut oil, two types of paprika, dried herbs, dried citrus and broth made-in-house, soy, &

- McDonald9s could create a proprietary recipe that taste just like beef and includes hemp protein, coconut oil, two types of paprika, dried herbs, dried citrus and a both made in-house. In addition to being totally plant-based, the burger is soy free and gluten free. Next step was to find a commercial kitchen-an expensive proposition.

- The majority of McDonald's prior stores only sold savory cuisine and never offered natural vegetarian alternatives. As a result, in order to be consistent in consumer choice, they must develop a set number of branches to provide vegetarian meals. In the near future, they will create and deliver vegetarian food directly through some of McDonald's own mobile stores.

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<b>4.2 Features </b>

- Organic ingredients only. - Encourage a healthy diet. - Decreasing blood cholesterol. - Increasing heart health. - Cleansing of the body. - Keep the classic burger flavor.

<b>5. MARKETING STRATEGY 5.1 Marketing Environment Analysis </b>

5.1.1 Macro Environment

<b>¥ POLITICAL: </b>

- Vietnam is one of the more politically stable countries in SouthEast Asia.

- In recent years, the government is actively providing opportunities and encouraging start-ups, and SMEs.

- Authority support Vietnamese products' campaign.

<b>¥ ECONOMICS: </b>

- The business situation in the fast-food industry increased sharply in the first years of joining Vietnam. A few years later, due to market characteristics, fast food brands developed more slowly. By 2021, the size of the fast-food market will reach more than

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1,000 billion VND. And after the covid pandemic, the fast-food market is back and more vibrant.

- In particular, consumers are more and more interested in nutritious food, organic food, and healthy and convenient ingredients. A quick survey conducted by Vietnam Report late last year showed that in the context of the Covid-19 pandemic, 50% of customers spend more on immune-boosting foods as well as clean, healthy options. for health. Food businesses in general have had to increase their operating capacity by about 30% compared to pre-pandemic levels.

- Undoubtedly, Vietnamese have high national spirits so they tend to buy local products, support the Vietnamese market.

<b>¥ NATURAL ENVIRONMENT: </b>

- As one of the well-known brands in the fast-food market, McDonalds has outlined many strategies in line with the eating trends of young people. In addition to sustainable and long-term development strategies, new trends such as "Eat clean" are not outside the short-term and long-term strategies that they have set out.

- Currently, "Eat clean" is considered as a method of balancing health and nutrition for the body. By using vegan natural foods - limit the use of foods with bad fats and prioritize foods that retain nutrients in food.

5.1.2 Micro environment

<b>¥ SUPPLIERS: </b>

- McDonald's input materials are very strict, they require both international and domestic suppliers to provide certificates of food, safety and hygiene. The process of food selection to preliminary processing is guaranteed to retain the nutrients in the food brought to customers.

<b>¥ MARKETING INTERMEDIARIES: </b>

- Currently, McDonald's has more than 27 retail stores concentrated in big cities. But most have never sold vegetarian foods. Therefore, in order to reach customers who want to use vegetarian food, they have to build a new sales method - mobile sales. This business form is still quite new in the Vietnamese market, but the efficiency that this sales model brings is very effective and very cost-effective. Combining this sales model with McDonald's vegetarian food will be very effective and convenient for customers.

<b>¥ MEDIA: </b>

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- McDonald's used efficiency in the mass media to promote their products which help their images go viral to customers and have a stable standard in business.

Coverage Most favourite Most favourite Less favourite Advantages . Good tasting

. Keep the taste after processing . The burger crust is quite thin and . The burger crust is quite thin and

- Tastes like current burgers. - Completely natural ingredients => Supports weight loss but still full of nutrition.

- The first veggie burger to be sold as a fast-food => Save time.

- Because the burger will be cooked in oil, some customers will dislike it. - The procedure of conserving raw materials is complicated and easily destroyed.

- Only distributed at some McDonald9s stores specializing in vegetarian food, so customers' choices will be limited.

- Young people are gradually turning to the eat-clean trend for health. - There hasn't been a single low-calorie fast food that has helped dieters.

- Organically cultivated veggies in Vietnam are now farmed in accordance with PGS standards.

- Easily competed by industry competitor.

- Vietnamese people were not really excited about fast-food before.

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<b>5.3 Ansoft9s Matrix </b>

- McDonald9s is implementing a <b>Market Developmen</b>t plan for a new range of vegetarian goods. They recognize that there is still a segment of the market that is

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hesitant to eat fast food. They have since fixed that difficulty and have lead the market with the product itself.

<b>5.4 Market Research </b>

<b>¥ FORCAST MARKET POTENTIAL </b>

- Today, the eat-clean trend is very popular and well received by young people. Because of the benefits for health and beauty, most young people are especially interested. It will be easier to reach this target group because they are very focused in choosing food for their health.

- Moreover, in the current market, customers will not have too many choices of eat-clean food, but almost have to prepare it at home. Therefore, this is a great opportunity for McDonald's if it can meet this demand of a segment of the market.

<b>¥ STP STRATEGY MARKET SEGMENTATION </b>

<b>18 3 25 year-old 26 3 45 year-old </b>

Most have low income or average income

from 1-6 million VND. ^{Work in office and have a stable salary}(at least 1-20 million VND).

Tend to pay money for fast-food and care

Easy to adapt new products. Make purchasing decisions and care about product quality and brand. Have a habit of using fast food outside

because there is no time for cooking but still want healthy and nutritious "eat-clean" meals.

Prefer to go to the market and shop directly in order to cook by themselves.

<b>TARGET CUSTOMER </b>

<b>Demographic </b>

¥ Age: 18 3 30 years old.

¥ Occupation: Student, Office staffs, workers, & ¥ Gender: Both male and female. But mostly for female

who pay attention to their health and shape, and mostly for male who are on gym diet. ¥ Income: over 8 millions VND.

¥ Status: Individuals living on their own or married ¥ Habit: Prefer nutritious foods, limit foods high in fat

and animal protein.

¥ Needs: Save time, convenience, taste good and diversity choice for their diet.

<b>Geography </b> Almost in big city includes: HCM, Hanoi, Danang, & ¥ Purchases are made out of habit or curiosity.

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<b>Behavioral </b>

¥ They eat well, have a healthy lifestyle, and prioritize their own health.

¥ They are very busy at work and rarely have time to cook.

¥ You'd rather test before you purchase.

¥ Have adaptable purchasing habits impacted by social media, KOLS, and influencers.

¥ Purchase food from supermarkets and stores on a regular basis.

¥ Women, indulge yourselves by cooking, discovering, and enjoying good cuisine.

¥ Man: They need to make their unique feast but don't have much time. They require a remedy to improve their eating habits.

<b>Psychology </b>

¥ Love to buy convenient, delicious and affordable products.

¥ Like to compare new product to traditional ones. ¥ Not afraid to change, ready to experience new things. ¥ Care about health and hygiene, tend to lead a healthy

and eco-friendly lifestyle.

<b>POSITIONING STRATEGY </b>

About the product:

<b>- Features: Brings the same delicious taste as traditional burgers, limits the amount of </b>

calories loaded into the body and provides many vitamins from natural plants.

<b>- Quality: made from qualified ingredients sources, with modern processing </b>

technology that meets food safety and hygiene standards.

<b>- Reliability: Certificate of Food Hygiene and Safety to assure about our product9s </b>

qualification.

<b>About McDonald9s image: </b>

- High level of brand awareness: Because MD is a famous brand in many parts of the world. So when MD branches started to appear in big cities, most of them were well received by people and began to form a fast-food lifestyle like other countries in the world. Up to now, the company has more than 27 stores spread in major cities. - When it comes to fast-food products in Vietnam, more than 70% of people will think

of McDonald's - one of the brands with many years of experience in the fast food business (fried chicken, burger).

- The process of product quality inspection from raw materials to processing is rigorous, building trust with consumers. Therefore, McDonald's occupies the position of a Top-of-mind firm of customers.

=> With a high level of brand awareness, stable product quality and continuous improvement to keep up with changes, Vegan Burger McDonald's will successfully position its brand in the minds of customers.

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<b>5.5 Marketing Mix 4Ps </b>

5.5.1 Product (USP)

<b>Unique Selling Point </b>

- Brings the same delicious taste as traditional burgers, limits the amount of calories loaded into the body and provides many vitamins from natural plants.

- Natural ingredients includes: hemp protein, coconut oil, two types of paprika, dried herbs, dried citrus and broth made-in-house, soy, &

- This is one of the most optimal solutions for people with health problems, those who are on a diet or those who focus on healthy meals but do not have too much time for cooking.

5.5.2 Price

- The target segment for this business is the people who work in offices, students - Gen Z so the price must be affordable for everyone.

<b>Product9s information: </b>

Calories 250 3 300 (Size M) and 500 3 600 (Size L) Weight 350g (Size M) and 600g (Size L) Price 45.000 (Size M) and 59.000 (Size L)

ð This is a competitive price and fits with Vietnamese budget.

<b>- Promotion price: Apply 30% discount to customers if using vegan burger for the first </b>

time.

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