MARKETING
MANAGEMENT
Analysis report
VITA JUICE


MARKETING & FINANCE UNIVERSITY
ASSIGNMENT COVER PAGE
Student name: VÕ HOÀNG THÁI BẢO
Student ID:

1321001532

Class:

CLC_13DMA1

Course:

Marketing management

Course code: 1511102006001
Lecturer :

NINH ĐỨC CÚC NHẬT

On- time submission

Late submission

Individual assignment

Group assignment
•

Group members: DƯƠNG HOÀNG LAN ANH
VÕ HOÀNG THÁI BẢO
ĐỖ GIA HUỲNH
DƯƠNG THU HƯƠNG
VŨ THỊ QUỲNH NHƯ
LÊ TRẦN UYÊN VY

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made by me without copying other people’s works and ideas. Information and conclusions
drawn from other authors are all cited and stated in the reference list. I fully understand and
accept that plagiarism will result to zero mark.
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TABLE OF CONTENTS
I.
II.
III.
IV.
V.
VI.

VII.
VIII.

Introduction……………………………………………………
SWOT Analysis………………………………………………..
Macro-Environment Analysis………………………….
Segmentation Strategy……………………………………
Positioning Strategy………………………………………..
Marketing mix (4Ps)………………………………………..
Conclusion………………………………………………………
References……………………………………………………..


Executive summary:


I.

Introduction:

The Beverage Market is one of the most developing industry. In addition, Non-alcoholic
beverage industry is in the part of overheating. According to BMI report, the growth of
revenue will reach 8.2% and the growth of sales will be 6.3% from 2014 to 2016.
Furthermore, the demand of keeping people’s life healthy by using natural product in
their daily meal increased quickly. This is the reason for the company to invent a new
product, “Vita juice”, which will appear in the beginning of 2016 with the concept to
make it easier for people to do something good for themselves.
Vita companies is a new company in the beverage market. Vita is established with the
mission to show that the firm care about people's health and about the environment,
help more people get more fruit into their diet.


Mission statement
A mission to help make it easier for people to do something good for themselves . We
make the best nutritious, natural, delicious, and fresh drinks that lead to your better life.

Business’s core competencies
The company will bring the new flavor juice into canned drink with the new ingredient
Acelora cherries, which has nutrition content higher than the other fruit cherries,
especially the content of vitamin C higher more 30 times than orange.

One year goals
The company tries to achieve:


-

II.

Qualitative:
Consolidate the distribution.
The brand name is recognized in the customer’s mind.
Built a strong relationship and create more value to get the customer’s loyalty.
Quantitative:
Awareness increases 10%.
Revenue of new product will be reached 20 billion VND / year.
Its annual output reaches 1.893.940 products / year.

SWOT Analysis:



Strengths:
-

-

-

A strong finance resources =>
invest to develop the production
technology and marketing of the
product
The ingredients will be selected
under Gap standard by Process
research and development
scientists => remain the best
quality.
The firm has the most advanced
production line today.

Weakness:
-

Hard to achieve awareness and
widen the coverage because a
start-up company lack forces.
Hard to compete with the other
product of the competitors.
Do not have a distribution channel.

Opportunities:

-

-

-

The Beverage Market is developing
in recent years => potential market
for the company to enter.
The demand of using healthy
product is increasing nowadays =>
willing to pay and adapted new
product.
The people tend to spend more of
their income.
Population’s growth rapid => the
increase in market size.

Threats:
-

-

-

-

We are new entrepreneur so it can
be difficult to compete with big
competitors that hold big market

share.
The pressure from wholesalers and
retailers to agree distribute the
product.
The customers do not have belief of
the product.
The development of beverage
market is increasing => more
competitors in the future.
The changing in the weather,
especially storm and flood =>
effected to the quality of the
product.

With the demand of using healthy product is increasing nowadays, the company decide
to bring a new product to solve this customer’s need. Besides, the company will be
ensure against the treats of weather is changing, which affect the quality of the product.
The company needs to exploit the strengths in order increase awareness in the
customer’s mind. The company will invest more in marketing and build distribution
channels
III.

Macro-Environment Analysis:
1.

Demographic environment:


During 2015 Vietnam population is projected to increased by 986 363 people and reach
92 655 796 in the beginning of 2016.


Source: United Nations Statistics Division

Vietnam population density is 276.8 people per square kilometer as of November 2015.
The growth rate of population is increase to 1% from 2014 to 2015.

Source: United Nations Statistics Division

In absolute figures (estimation):
•

23,096,114 young people under 15 years old ( 12,093,032 males / 11,003,082
females)


•

63,496,666 persons between 15 and 64 years old ( 31,689,206 males /
31,808,377 females)

•

5,076,653 persons above 64 years old ( 1,945,225 males / 3,130,511 females)

Source: United Nations Statistics Division

According to GSO, Vietnam has more than 24 million households, including family size
small (2-4 people) are the most common (almost 65%), while very few households with
more than 7 people. The number of single - parents families accounted for a small
proportion (8%) but have tended to increase since 2010.

2.

Economic environment:

The rate of GDP was estimated 5.98% in 2014 higher than the rate of GDP in 2012
(5.25%) and in 2013 (5.42%). The rate shows the positive sign of economy.

Picture 3.1 GDP growth rate of Vietnam from 2000 to 2014
Source: GSO


As BMI’s forecast:
•
•
•

The spending rate of F&B will keep rising from 2015 to 2018.
Concoction with no alcohol will be increased highest in the beverage market in
Vietnam from 2014.
The Vietnamese packed food would increase 24.2% of output and 48.7% of
sales.

Although the effect of western’s culture like modern life style, the consumers still care
about the healthy, food safety and its origins. So, they change from using fresh
ingredient to packed food. Therefore, a strongly investment in this industry increases
the sales.
Consumer Price Index CPI in Vietnam reported by the General Statistics Office of
Vietnam showed that Vietnam CPI in July 2015 reached to 159.65, which is the highest
in the last 2 years. Our target customers is the young adults from 20-40 years old
having stable incomes


.
Picture 3.2 CPI Vietnam in 9 months in 2015 - Source: www.tradingeconomics.com

So the rise in CPI means the people tend to spend more of their income.
Besides, Vietnam GDP is lower than other developed countries but still has a healthy
growth rate. It makes Vietnam economy become a newly industrializing economy where
middle class demands for new types of goods and services are growing.
According to tuoitre.vn, the average income of people in Ho Chi Minh city is 2.5 times
higher than other regions of the country, about 5.131 USD. It makes Ho Chi Minh city
became a good market for our services as people having higher income are willing to
pay more on their special occasions.


Picture 3.3 GDP Vietnam from 1980 to 2010. Source: www.tradingeconomics.com

In 2014, the revenue of produce and consumption companies in the beverage industry
reached at 4.05 billion litters, an increased 2.7% in total.
Current Prices

Unit: 1000 VND

Year

2002

2004

2006


2008

2010

2012

All

356.1

484.4

636.5

995.2

1,387.1

1,999.8

City

622.1

815.4

1,058.4

1,605.2


2,129.5

2,989.1

Rural
areas

275.1

378.1

505.7

762.2

1,07.4

1,479.4

Table 3.1 The revenue of produced and consumption companies in the beverage industry
Source: General Statistics Office (GSO) (2013), Living Standards Survey of
households in 2012.

BMI’s forecast, the consumption of non-alcohol drink will be increase 2.7 billion litters in
2017, corresponding to an average growth rate of 7%/year. At the same time, the
revenue of beverage also expected average growth rate increase to 14.2%/year,
towards milestones set at 137.000 billion in 2017.
The price always effect on consumer’s behavior, compete with price is in short term.
However, according to Nielsen’s research, consumers intend to care more about the
quality of product, especially the healthy problem. As the result, researching new

product with constituent advance healthy is best way to win the market


3.

Sociocultural environment:

Firstly, according to latest research from W&S Company:
•
•

The consumers consumed juice or milk juice achieved 62.0%, which is higher
than consuming carbonated drink (60.6%).
In Ho Chi Minh City, almost the consumer drinks juice one time/per day which
occupied for 26.1% in the total items.
Picture 3.4 The level of using juice according to accommodation. Source:

Vinaresearch
•
•

The frequency of young people drink juice more than one time per day is
about 27.8%.
Both men and women also rated the important of fresh juice for having a
healthy life. So it will be a potential market for the company to deploy Acelora
juice


Picture 3.5 The level of using juice according to gender. Source: Vinaresearch


Along with the research about the behavior of consuming juice of Vinaresearch, 100%
respondents agreed that fruit is one of the important foods to help the eater get a fit
healthy body.
Picture 3.6 The percentage of the reason choose to drink juice. Source: Vinaresearch

Besides, they chose juice for 3 reasons: the taste of different kind of fruit, slaking their
thirst, adding more vitamins for body. Juice is usually drunk with friend and family. Not
only to have fun with, but also a healthy drink for body.


Picture 3.7 The number of ways of drinking juice. Source: Vinaresearch

Secondly, because of the development of life and cuisine, the citizens intend to be
busier and eat more prepared food. However, customers concentrate more on food
safety and origins. Not only needing some products which have enough nutrition for the
body, but also efficient and convenient to save time.
Picture 3.8 The percentage of level of concern on health. Source: Vinaresearch

As the result, the distribution systems will be made most efficiently and quickly in order
to let the product easier to buy. So Vita juice will be available in:
•
•
•

Big supermarkets like: Big C, Maximark, Coop Mart, Metro,…
Convenient stores such as: Circle K, B’s mart, Family mart
Big companies and dealers in big cities like Ha Noi, Da Nang, Hai Phong, HCM
city, Can Tho.

Finally, Vietnam is a country of tropical climate and agriculture, which has a lot of

fertilize soil, experienced farmers in planting and several of fruit. However, no one
haven’t explored and developed it usefully. Therefore, the company will cooperate with
farmers to help evolve theirs skills and income, which would give them a better life.
The company will bring the best Vita juice in order to prevent illness by a good nutrition
in the daily diet. With two sizes bottle for family and individual, this will give customers
more choices with an affordable price.


Natural environment:

4.

The production is significantly affected by the quality and quantity of the main
ingredient-Acelora. The natural disasters contain potential hidden danger to result of
crops. An illustration of this is storm and flood could cause waterlogged roots, sweet
reduction and fruit fall. In addition, plant diseases and fertilizer use might decide
Acelora’s efficiency and safety level such as: bedbug and sprayed with pesticides.
As a consequence, the quality of Vita juice will be affected by these factors and the
employees would not be paid in the proper time since ingredient and product do not
meet the requirement.

5.

Technology environment:

The technology is increasingly developed and widely applied. The current application in
beverage industry is developing production processes improved packaging:
•
•
•


ACEROLA will be plant under GAP standard (a standard for good agricultural
practice during the production).
ACEROLA will be chosen and was picked by the Process research and
development scientist, then these plant will be transported to the factory and put
into production with a close process.
The bottle of Vita juice can be recyclable and reduce 30% CO2 emisssions than
PET bottles.

Nowadays, online marketing becomes important way to the company to take a lot of
advantages. According to Google, Vietnamese has spent 5-6 hours per day to access to
Internet since 2010, as twice as the hours they spent watching TV, and only 1.5 hours
for newspaper and magazine. The forecasting about the trending communication
worldwide show online marketing strongly compete with others.

IV.

Segmentation Strategy:

Segmentation
Geographic term
Demograp

Age

Segmentation 1

Segmentation 2

Segmentation 3


Ho Chi Minh city

Ho Chi Minh city

Ho Chi Minh city

From 12 to 18 aged

From 19 to 24 aged

From 25 to 45 aged


Income

hic term

Gender
Marital
status

Mostly live dependent on the
parents

<10 million vnd

Men and women

Men and women


Single

Single or married

An active person

Busy person, this group
The one need a lot of nutrients to begins to care about
themselves or the future
help the body absorb vitamin

Psychogr
aphic Lifestyle
term

Income from 7 million vnd to 15 m
vnd
Women

Married

A busy women and take care o
family

The one have decided abou
household spending and the one
a stable income
Want to drink nutrition juice which Young personality, more
entertainment, modern

have delicious flavor in
Understand clearly benefits of j
and generous
convenient ways and what they
and having a demand for usin
like
Easy to spending
healthy product but do not ha
enough time for homemade
Buy juice drink or be bought by
mom
Sensitive with price and qual

The target customer of Vita juice is married women, who aged from 25 to 45 year old.
Because in Vietnamese culture, housewives are the one who have taken care of whole
family and have decided about household spending. Those women are the one have
the clearly knowledge of benefits of drinking juice for living better.

V.

Positioning Strategy:



VI.

Marketing mix (4Ps):
1.

Product strategy



1.1

Product’s attributes:

1.1.1 Product quality:
Vita Juice is totally made by fresh Acerola juice with no insecticide. Acerola are harvested from
some places, which have the best quality of Acerolas in Vietnam. Moreover, Vita companies
don’t use preservative to keep the natural taste and safety for users. The product will provide
vitamin A and others nutrition is as twice as orange.

1.1.2 Product features:

Picture 6.1 Nutrition facts of Vita juice.

Vita’s Company not only wanted to give customers a drink to quench their thirst, but also
to bring a drink for customer’s health. The Vita juice has a wonderful nutrition and

function:
•
•
•
•
•
•
•
•
•


The amount of vitamin C in this fruit is more 30 times than orange.
Vitamin A and others nutrition is as twice as orange.
Vita also help to anti-aging, enhance the immune systems.
Dietary fiber of Vita help to reduce digest problems.
Adjust blood pressure
Control Blood Glucose Level (BLG)
Support weight loss
Acelora cherries helps prevent flu and cold
Immune stimulant and strengthens the defenses against germs and viruses


•

Acelora cherries contains vitamins and minerals in order to enhances skin
and hair

Branding

1.2
1.2.1

Symbol
Picture 6.2 Logo of Vita juice bottle.

The logo Vita juice with the main color is green, which is symbolizes balance and richness. It
also represents the youthful and extremely beneficial to health. The green of glass, the green of
field, everything comes from nature
1.2.2 Name
Vita stands for word Vitamin. The message is a commitment to bring a natural, fresh and full of
nutrition product by giving more vitamin in the product. Vita will take care of, give more

happiness and bring more value to life.

1.2.3

Brand personality

Subtle
Caring
Brand personality of Vita

Natural


Softly
Beautiful inside
Vita will be the one to take care for the customer’s life. To be a subtle person give a softly care.
The person love natural things and the beauty inside the body

1.3

Packaging

The bottle is used for Vita juice, called ‘’Plant bottle’’. It made from plastic and 30 % of the
molasses from sugar cane and refined, which means it can recyclable and reduce 30 % CO2
emissions than PET bottles. The design of the bottle will be made it easier for holding to drink
for both children and adult.
Package: 6 bottles/block, etc
Size: 180ml for individual and 1l for family
1.4


Label

Picture 6.3 The design of Vita bottle
Picture 6.4 The label of Vita’s bottle


The background label of Vita juice is white to highlight color of Acerola juice. Vita juice
uses bright color such as: green, red, oranges to represent the youthful and extremely
beneficial to health. It also has Acerola cherries to show Vita juice is made from fresh
and the best fruit

2.

Price strategy
PRODUCT PRICE LIST

Number 1 juice cam 8000vnđ/ 500ml

16vnđ/ ml

TriO

3500vnđ/ 200ml

18vnđ/ ml

Vita

6000vnđ/ 180ml


33vnđ/ ml

Minute maid 7000vnđ/ 330ml

21vnđ/ml

Twister

7000vnđ/ 320ml

22vnđ/ ml

Vfresh

30vnđ/ ml

6000vnđ/ 200ml

The price strategy of the company is valuation on competitor, Vfresh, which is based on the
comparison between the 180ml bottle.
The Acelora juice has two-sized bottle:


•
•

180ml bottle: 6000d
1000ml bottle: 38.500d.

2016


2017

2018

1000ml

180ml

1000ml

180ml

1000ml

180ml

Variable
cost

22,160

3,454

20,774

3,238

19,388


3,022

Fix cost

6,500

1,013

6,300

982

6,000

935

Total
cost

14,474,761,66
0

6,203,463,70
0

18,459,545,45
5

7,911,233,76
6


25,644,444,44
4

10,990,476,19
0

16,814

2,620

16,509

2,573

20,774

3,238

19,388

3,022

Margin
Cost per
unit

22,160

Expecte

d sales
revenue

3,454

20,000,000,000

Unit
quantity

505,051

Profit

1,388,889

27,000,000,000

681,818

-678,225,360

1,875,000

40,000,000,000

1,010,101

629,220,770


3,365,079,365

Table 6.1 The finance’s paper of Vita company

3.

Distribution strategy

According to AC Nielsen research, the customer, whom Vita aims to, tends to buy
product in supermarket, convenient store and retail. However, customer would like to
shop in supermarket the most, so VITA company will mainly focus on the supermarket
channel. Accompany with this, retailer is always the place to shop for RTD product,
which makes this channel become the second mainly channel.
Distribution target:
•
•
•

Distributed in 4 cities: Ho Chi Minh, Ha Noi, Da Nang, Hai Phong.
In the first 6 months, ACEROLA will cover 45% of the total channel
In the next 6 months, the coverage rate will be 80% of the total channel.
As the target customer behavior, the revenue rate is divided by:
•
•

40% revenue from supermarket
35% revenue comes from retailer.

2,777,778



•

25% revenue is contributed by convenient store
Distribution system:

VITA Company

Supermarket

Distributor

Convenient store

Retailer

Consumer

Diagram 6.1 Distribution system of Vita company

AC Nielsen took the view that Vietnamese went to supermarket average 2times per
month, and most of respondents buy RTD products every day at the retailer, as well as
the coverage of Vita at the retailer is important. Therefore, the company will apply
different discount policies for different channel in order to push sales, meet the market
demand. However, Vita is a new product which is both new to the customers and all the
distributors, so in the first 6 months, the discount policy will higher in order to create the
attraction to the sellers
First 6 months
Next 6 months


Supermarket
23%
20%

Convenient store
18%
15%

Distributor
20%
17%


VII.

Conclusion:

VIII.

References: