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<b>GROUP ASSIGNMENTMarketing strategy of</b>

<b>● Full name:</b>

○ Trần Phương Tuyền -HS170883○ Tạ Thị Thu Thắm -HS173023○ Nguyễn Duy Đạt -HS176221○ Nguyễn Thị Ngọc Oanh -HS170468○ Nguyễn Thị Thùy My -HS170820○ Mai Hoàng Ánh Dương -HS180180

<b>● Class: MKT1815● Lecturer: Nguyễn Thu Hà</b>

<b>● Course: MKT304 -</b>Integrated Marketing Communications

<b>● Date: Fall 2023</b>

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<b>Table of contents:</b>

<small>3.2. Vision, mission, and business ethics of Orion Food Vina company:5</small>

<small>4.3.1: Where do customers look for Chocopie products?17</small>

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<b>I.Title page</b>

<b>II. Executive summary</b>

1. OrionhastwofactoriesinVietnamanddistributesitsproductsthroughoutthecountry,withsomeexportstoforeigncountries.

2. ThecompanyaimstobecomethetopconfectionerymanufacturerinVietnamandiscommittedtosustainablebusinessdevelopmentandsocialresponsibility.

3. Themacro-environment,includingdemographics,economy,environment,andpoliticalandsocialfactors,influencesOrion'soperations.Vietnam'spopulationisgrowing,andthecountry'sstablepoliticalsystemandimprovingeconomyprovideopportunitiesforbusinessexpansion.

4. OrionfacescompetitionfrombothdomesticandforeignconfectionerycompaniesinVietnam.Pricecompetitionandchangingconsumerpreferencesposechallengestothecompany.

5. Orion'sstrengthsincludetheuseofqualityrawmaterials,alargeinvestmentcapital,effectivecommunicationstrategies,andawidedistributionnetwork.However,thecompanyfacesweaknessesinitsmanufacturingcapacityanddistributionchannelsystem.

6. Consumerbehaviorisinfluencedbyfactorssuchasprice,productquality,andchangingpreferences.Orion'sChocopieproductsstrivetomeetconsumerdemandsandbuildtrustthroughadvertisingandpromotion.7. Orionanditscompetitors,suchasLotte,bothfacechallengesina

<b>III. Orion Business Overview</b>

<b>3.1 Introducing Orion Company</b>

Orionwasknownasthe"KingofVietnameseChocopie"whenitwasproduced

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● Establishmentperiod-1956s:

- April20,1956:AcquiredFungKukCompany-the2ndlargestconfectionerycompanyintheconfectioneryfieldinKorea

- ThenchangeditsnametoTongyangConfectioneryCompany.Startedproductionofcandyandcaramelproducts

● Growthperiod–1960s:

- 1960:Researchandproductionofthenewproduct-"MamiBiscuit"biscuits

- 1965:Continuouslylaunchingproductsatthebeginningofthenewyear- 1968:BecamethefirstchocolatemanufacturingcompanyinKoreaand

- 1969:Conqueredthedomesticmarketwithchocolateproducts● HardTimes-1970s:

- 1974:Megabrand“CHOCOPIE”wasborn,creatinganewpageincorporatehistory.

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- 1976:BringingchewinggumproductstotheEuropeanmarket,continuingtoresearchanddevelopmanydiverseproducts● Periodofoutstandingdevelopment:

- In1993,arepresentativeofficewasestablishedinBeijing

- In1994,theChungLufactorywasbuiltanddiversifiedinvestmentfieldsweredeveloped.-In1995,theOrionFoodfactorywasbuiltinChina.- In1996foundedabasketballteam(OrionsPro)andestablished

- In1997,theForeignBusinessDepartmentwasestablished● Re-establishmentperiod:

- InJuly2001,achewinggumfactoryinChinawascompleted

- OnSeptember1,2001,theOrionGroupwasestablished,separatedfromTongyangGroup.Reorganizetheglobalconfectionerybusinesssystemanddeveloptheentertainmentbusiness.WiththeStrategyof"Keyproductmanufacturingcompany"and"Worldclasscompany"- InAugust2002,theconstructionofOrionFoodCompanywascompleted- InSeptember2003,thecompanynamewaschangedtoOrion

- InDecember2004,OFLseparatedfromPepsicoandchangeditsnametoOrionSnackInternational

- InAugust2005,constructionoftheOrionFoodfactoryinChinabegan- InOctober2005,OrionVinacompanywasestablishedandachieved

● Present:

- In2015,MediaplexwasrenamedShowbox.

- In2017,itacquiredJejuLavaMineralWaterCompanyandopenedChocoPieHouse.

- In2019,JejuVolcanicWaterlaunched,notonlystoppingattheconfectioneryindustrybutaimingtograduallytransformitselfintoaglobalfoodcompany.

<b>3.2. Vision, mission, and business ethics of Orion Food Vina company:</b>

a. Vision

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<b>IV. Current Situation Analysis</b>

<b>4.1: Macro Environment</b>

The macro-environment includes the larger social forces that influence themicroenvironment - demographic, economic, natural, technological, political,and cultural forces. (Philip Kotler & Gary Armstrong, 2012).

(Philip Kotler, Gary Armstrong. (2012). Principles of marketing)

<b>4.1.1: Demographics</b>

BasedonWorldometer'slatestdataconstructionbytheUnitedNations,Vietnam'scurrentpopulationis99,066,525asofSaturday,March2023.

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<b>4.1.2: Economic</b>

(infographics,2023)

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<b>4.1.3: Environment</b>

Airpollutionthreatensthehealthofpeopleinmanypartsoftheworld.Newestimatesin2018showthatnineoutof10peoplebreatheairwithhighlevelsofpollutants.Bothambient(outdoor)andindoor(indoor)airpollutionareresponsibleforapproximately7milliondeathsgloballyeachyear;About2.2millionpeopledieeachyear.InVietnam,eachyearthereareabout60,000deathsrelatedtoairpollution.(WHO,2023)

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OrionVinahasorganizedrecyclingpackagingcollectionprogramsatschoolsandpublicareas.

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<b>4.1.4: Political And Social</b>

IncreaseinvestmentinmanufacturingfactoriesinVietnam.Withastablepoliticalsituation,OrioncancontinuetoinvestmoreinthesefactoriestoincreaseproductionandmeetthegrowingdemandofVietnameseconsumers.

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<b>4.2: Competitors</b>

-Firstisthepolicyofnotincreasingproductprices.Althoughrawmaterialcostsaccountforabout70%ofproductcostsintheconfectioneryandice

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-Pricecompetition:Nowadays,pricecompetitionandinflationinthemarketareincreasing.Largemanufacturerssuchas:PhamNguyenConfectioneryJointStockCompany,DongAFoodJointStockCompany,BiscafunConfectioneryCompanycontinuouslyexpandanddominatethedomesticmarketshare.-Competitorsareincreasinglyexpanding:OrioningeneralandChocopieproductsinparticulararefacingindirectcompetitionfromfamouscompetitorsincludingKinhDoGroup,HuuNghiFoodJointStockCompany,HuuNghiFoodJointStockCompany,ThanhHoaCompany.VinabicoConfectioneryJointStockCompany,TrangAnInvestmentandTradingJointStockCompany,...

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Orion LotteStrengths -Qualityrawmaterialsfor

-EffectiveCSRactivities:LottehasaneffectiveCSR

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Weaknesses -InVietnam,OriononlyhastwomanufacturingplantsinBinhDuongandBacNinh,whichcannotmeetthevolumeofmass-producedgoodsfordistributioninmanyprovinces.-Theorganizationalstructureandoperationofthedistributionchannelsystemstillhasmanylimitations.Inparticular,thecompanypayslittleattentiontothemarketinremoteprovinceswitharelativelysmallnumberofdistributionagentscomparedtocompetitors...

Opportunities -TheVietnamesemarkethasabundant,cheapandexperiencedhumanresourcesinproductionandprocessingthatneeds

-Theboominthemarket,especiallyinthefastfoodsegment,makeshigh-incomeconsumersmorelikelytogoglobal

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Challenges -Pricecompetition: -Increasedcompetition:

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GlobalcompaniessuchasHershey,Ferrero,NestleandOrion.Thesecompetitorsmayoffersimilarorbetterproducts,lowerprices,ormoreeffectivemarketingstrategiestoattractcustomers.-Changingneeds:Changingconsumerpreferencesanddemandsforhealthier,organic,vegan,gluten-free,orsugar-freechocolateproducts.Lottemayneedtoinvestmoreinresearchanddevelopment,innovationandqualityassurancetomeettheseexpectationsanddifferentiateitselffromothercompetitors.-Compliancewiththelaw:Legalandenvironmentalissuesrelatedtosourcing,manufacturing,packaginganddistributionofchocolateproducts.Lottemayfacechallengesincomplyingwithvariouslawsandstandardsindifferentcountries,ensuringethicalandsustainablepracticesthroughoutitssupplychain,andreducingemissions.

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carbonemissionsandwastegeneration.

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➢ Price:Chocopiecakeisacakewithirresistibledeliciousnessbutthepriceforeachproductonlyrangesfrom4,500VND/piece-5,500VND/piece,54,000VND/boxof12pieces-66,000VND/boxof12pieces.

➢ Quality:Chocopiecakeislovedbymanypeoplethankstoitscocoacrust,coveredwithalayerofsweetchocolate,andinthemiddleisalayerofmarshmallowcreamsuitableforyourfamilytoenjoy.

<b>4.3.2: Customer Behavior Analysis:</b>

- Age:customergroupfrom23-35yearsold

- Incomelevel:From7-10million(frommediumtohigh)

- Usagelevel:Customerusagelevelisaverage(from4-7times/month)- Intendeduse:Chocopieisoftenusedasasnack,snackorgiftfor

- Customerattitude:Chocopieisconsideredaproductwithgoodquality,delicioustasteandreasonableprice.Therefore,customersoftenhaveapositiveattitudetowardsthisproduct.

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- Location:Chocopieiswidelysoldatgrocerystores,supermarkets,conveniencestores,etc.CustomersoftenbuyChocopieondemandorwhentheyseetheproductonsale.

- Customersatisfaction:AccordingtoaNielsensurvey,80%ofcustomersaresatisfiedwithChocopieproducts.Theyappreciatethedelicioustaste,goodqualityandreasonablepriceoftheproduct.(Chocopie's''love''forVietnameseconsumers,10yearswithoutpriceincrease)

<b>V. Segmentation, Targeting And Positioning</b>

<b>5.1. Segmentation</b>

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Consumer Children andadolescents

Young Adults Adults

Demographic Age 6 - 22 Age 23 - 35 Age above 35Gender: Male, Female

Income: Low Income: Average- High

Income: High

Occupation:pupil, student

Occupation:looking for a joband havingstable job

Occupation:having stable job

Geography City and countrysideMentality Social class:

middle tohigh-class

Social class:middle tohigh-class

Social class:middle tohigh-classLifestyle:

youthful,dynamic,creative, eager tolearn...

Lifestyle:independent,adaptable,modern,responsible andconcerned aboutthe environmentand health.

Lifestyle: manyexperiences,likes to be innature, spends alot of time withfamily.

Personality:cheerful, lots ofenergy

Personality:optimistic, active,passionate.

Personality:tolerant,understanding,rationalBuying occasion Snacks Snacks, gifts. Holidays,

offerings, giftsBenefits Attractive

packaging, goodquality, cheapprice

Reasonableprice, good forhealth, beautifulpackaging

Affordable price,eye-catchingpackaging

Behavior Loyalty level:Low

Loyalty level:Average

Loyalty level:HighFrequency of

use: high

Frequency ofuse: average

Frequency ofuse: low

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(4-7 times/week) (4-7times/month)

<b>5.2. Targeting:</b>

<b>5.3. Positioning</b>

● Productclassification:Thenewproductwillchangeitspackagingformtobecomeespeciallynovel,whichwillhelpattractpotentialcustomersaged23-35tobuymoreproductstogiveasgiftstorelatives.

● Price:Orioncandecidetheproductpricetopositionitinwhichmarketsegment.Chocopieispricedappropriately,itcantargetabroadersegmentofthemarket.

● Qualityandvalue:Orioncanfocusonprovidinghighqualityandgoodvaluetocustomers.ThiscanpositionChocopieproductsinthehigh-qualityconfectionerymarketsegment.

● Uniquecharacteristics:OrioncanidentifyChocopie'suniquecharacteristicsforproductpositioning.Auniquemediacampaignthattapsintothefamilylovementalitywillattractthisagegrouptobuyproductstogiveasgiftstotheirfamilies.

● Marketingstrategy:Orioncanusemarketingstrategiessuchasadvertising,socialmedia,orcooperationwithpartnerstopositionChocopieproductsandcreateawarenessinthemarket.The23-35age

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<b>VI. Campaign Goals</b>

<b>6.1. Business Goals</b>

<b>6.2. Marketing Goals</b>

<b>VII. Big Idea</b>

Theideaistofocusonfamily,childrengivetheirparentsacakeboxfilledwithlove

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<b>VIII. Content Strategy</b>

● Boothlocation:Shoppingcenters,parks,universities,walkingstreetsinHanoi(becausethisisanewcampaign,businessesneedtosurveytobeabletospreadthecampaignacrossthecountryeffectively).

● UsingthisOut-of-homecommunicationstrategytomoreclearlyshapetheimagethathasalwaysexistedintheheartsofconsumersfornearly20years.Thiscampaignwillbeacontinuationofthe"LoveislikeChocopie"campaign,whichwillnotbeforgottenintheheartsofconsumers.

● Createboothswiththemessage"Givelovetoyourlovedones"atshoppingcenters,walkingstreetsanduniversitiesnationwide.Attractcustomerstoparticipateinthechallengeatthebooth:"Givelovetoyourlovedones",thentheboothwillgivethemasmallboxofcakesandonthepackagingwillbemessagesoflove.ofthosecustomers.Thatbothshowsconcernforcustomersandcanimpresscustomersthroughthiscampaign.

● Runadvertisementsonelectronicbillboardsinsquares,shoppingcenters,buses,andat"CatLinh"trainstations.

● Image:chocolatecakeimage,familyportraitimage,customer'smainmessagewhencallingrelatives(excerptfromthecustomer'sout-callsegment)

● Poster

● Maincolortone:darkred

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● Content:Helpsbringfamilyrelationshipsclosertogether,moreattachedtoeachother,givingcustomersadeepimpressionofthebrand.

<b>IX. Marketing Strategy</b>

● OOHmarketing

● TikTok

TikTokisthesocialnetworkwiththehighestaveragemonthlyaccesstimeof26minutes/user/month,anincreaseofnearly9hourscomparedto2019.Onaverage,TikTokusersalsoopentheapplicationabout9times/month.AccordingtodatapublishedonByteDance'sadvertisingresource.TikTokhad49.86millionusersaged18andoverinVietnamatthebeginningof2023.Withthisinmind,TikTok'sadvertisingreachhasreached68.9%ofalladultsaged18andoverinVietnamasofearly2023.Additionally,TikTok's

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● Youtube

InvestinmusicvideosoffamoussingerNooPhuocThinh,whohasagoodimageintheheartsoftheaudienceandwillbereleasedinthelast4monthsoftheyear,topromoteadvertisingonYouTubetoreachalargenumberofpeople.alargenewaudiencewhoarefollowingthissinger.

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● Facebook

● IntroducingthefamousChocolatebrandfromKorea,lovedallovertheworld.

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● Describetheuniquestructureofthecake:alayerofhigh-qualitycrispybiscuitscoveredwithalayerofsweetchocolateontheoutside.● EmphasizingthatChocopieisameaningfulgiftforrelativesandfriends

onspecialoccasionssuchasbirthdays,Valentine'sDay,andChristmas.● Thecakeisdeliciousandhasauniqueflavorthatmakesitunforgettable.

● CallonconsumerstochooseChocopietoexpresstheirlovetotheirfamilymembers.

<b>X. Timeline And Budget</b>

<b>10.1. Timeline</b>

Objective Createanobjectiveviewofthebrand

-IncreaseSales PositioningnewproductsintheheartsofconsumersPromotiontools -Internet

- social mediapromotion

-advertisingviatheinternet-PR

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Detail -Productionandpostingmedia(Youtube,FacebookandTikTok)-RunFacebookandYoutubeadvertisingforcampaign-Onlinecommunication-BookKOL,andcooperatewithcelebrities

-FocusonpromotingcommunicationtoincreasesalesrevenueandinteractionPhase 1

Phase 2

Goal:Increasesalesandconveymeaningfulcampaignmessages.Media:socialnetworks,email,directmarketing

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Phase 3

<b>10.2 Budget</b>

Marketingplan Executiontime BudgetAdvertisement Use OOH,

posters, outdoorbooths, shoppingmalls, stickers onbus bodies, busstops in the city

Public Relation Write contentabout products,introduce andupdate

messages about"Trao lời yêuthương đếnngười mìnhthương yêu" onFacebookchannels

Celebrities andKOLs postarticles andvideos on

November15-February 7Frequency: 2

2billiondongs

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channels such asTik Tok,

Sales Displayingbooths atshoppingcenters,universities, andwalking streetsnationwide (500booths)

1/1-1/2 15 billion dongs

When customersstop by the cakeshop andinteract, they willbe given a smallbox of cakes andhave theirmessage printeddirectly on thecake box theypurchased.

1/1-1/2 5 billion dongs

Direct marketing Send thanks andgratitude toretailers, agents,and customersthroughout thecampaign viaemail

January 1 February 15

-20 million dongs

Online Marketing Collaborated withtwo singers NooPhuoc Thinh andBich Phuong tomake an MV onthe theme 'Tet'and advertiseChocopieproducts. Thereis support for Mvproduction costs

November 15:MV filmingbegins

December 2: MVcompletedDecember 25->February 15:calculate totalnumber of views

15 billion dongs

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<b>XI. IMC</b>

Internet Facebook

Follow <200k 200k-500k

>500kView <700k 700k-900

>900kReach <100k 100k-

15% 15%-30% >30%Youtube Subscribe <400k 400k-650k >650kView <400k 400k-1M >1MEngageme

<10% 10%-25% 25%

Tiktok Follow <600k 600k-800k >800kView <400k 400k-850k >850k

<500k 500k-800k >800k

Advertising Poster View < 200K 200K-300

K ^>300K

Reach < 100K 100K-200K

> 200K

r View < 1,31M 1.31M

-1.5M ^{> 1.5M}

Reach < 500K 500K 800K

-> 800KDirect

Mail View < 500K 500K - 1M > 1M

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