UNIVERSITY OF ECONOMIC AND FINANCE
FACULTY OF ECONOMIC

MARKETING PLAN
SUNHOUSE SLIMBIO RO WATER PURIFIER

Subject: Marketing
Management Lecturer:
Bardeleben Paul Group: 4Mozart
1. Phạm Ngọc Linh Vi
2. Nguyễn Thành Đạt
3. Trần Thế Vỹ
4. Nguyễn Ánh Ngọc
1


5. Nguyễn Anh Duy

2


Table of content
1.

Company introduction............................................................................................ 4
1.1.

Introduction....................................................................................................... 4

1.2.

History of Formatic & Development................................................................. 4

1.3.

Vision................................................................................................................ 4

1.4.

Mission.............................................................................................................. 5

1.5.

Core values........................................................................................................ 5

2.

Executive Summary................................................................................................. 5

3.

Situation Analysis.................................................................................................... 6
3.1.

Market Analysis................................................................................................ 6

3.1.1.

Market Growth........................................................................................... 6

3.1.2.


Market Demand.......................................................................................... 6

3.1.3.

Market Trend.............................................................................................. 7

3.1.4.

Market Size................................................................................................. 7

3.1.5.

Market Share............................................................................................... 8

3.2.

PESTEL Analysis.............................................................................................. 8

3.2.1.

Political:...................................................................................................... 8

3.2.2.

Economic.................................................................................................... 9

3.2.3.

Social........................................................................................................ 10


3.2.4.

Techology................................................................................................. 10

3.2.5.

Environment............................................................................................. 11

3.2.6.

Legal......................................................................................................... 11

3.3.

Five Forces Analysis....................................................................................... 12

3.3.1.

Bargaining power of Buyer....................................................................... 12

3.3.2.

Degree of Rivalry..................................................................................... 12

3.3.3.

Threat of New Entrants............................................................................. 12

3.3.4.


Bargaining Power of Suppliers................................................................. 12

3.3.5.

Threat of Substitutes................................................................................. 12

3.4.

SWOT............................................................................................................. 13


3.4.1.

Strength..................................................................................................... 13

3.4.2.

Weakness:................................................................................................. 13

3.4.3.

Opportunity............................................................................................... 13

3.4.4.

Threats...................................................................................................... 13

3.5.


4.

3.5.1.

Kangaroo.................................................................................................. 14

3.5.2.

Sunhouse................................................................................................... 15

3.6.

Competition..................................................................................................... 16

3.7.

Marketing Objective........................................................................................ 16

Marketing Analysis................................................................................................ 17
4.1.

Target Segmentation........................................................................................ 17

4.1.1.

Demographic and Geographic.................................................................. 17

4.1.2.

Psychographic and Demand...................................................................... 18


4.2.

Positioning....................................................................................................... 18

4.3.

Product offering............................................................................................... 20

4.3.1.

Design....................................................................................................... 20

4.3.2.

Feature...................................................................................................... 20

4.3.3.

Performance.............................................................................................. 21

4.3.4.

Upgrade.................................................................................................... 21

4.4.

5.

Competitive Framework.................................................................................. 14


Marketing Mix – 4Ps....................................................................................... 21

4.4.1.

4Ps- Product.............................................................................................. 21

4.4.2.

4Ps- Price.................................................................................................. 22

4.4.3.

4Ps-Place.................................................................................................. 23

4.4.4.

4Ps-Promotion.......................................................................................... 24

Financial Summary............................................................................................... 27


1. Company introduction

1.1. Introduction
SUNHOUSE group Jsc, formerly known as Phu Thang Co., Ltd, was established on
22/5/2000. In 2004, SUNHOUSE took joint venture with SUNHOUSE Co., Ltd,
Korea, established SUNHOUSE Vietnam Co., Ltd.

1.2. History of Formatic & Development

With 18 years of establishment and development, Sunhouse is proud to be the
leading bird of the Vietnamese household industry
- In 2000: Sunhouse group, formerly known as Phu Thang Co.,Ltd, was
established on
- In 2004: Sunhouse took joint venture with Sunhouse Korea Co., Ltd,
established SUNHOUSE Vietnam Co., Ltd
- In 2010: Sunhouse is officially named Sunhouse Group Joint Stock
Company, investing in many diverse fields ( Household goods, home
appliances, kitchen equipment, industrial electrical appliances.
- In 2014: Expand the business area of civil electricity.
- In 2018: Raise the vision. New face. Next step to success
1.3. Vision
Being the leading brand in South East Asia in the home appliances field,
Sunhouse always strives to provide safety health to consumers and to meet the
needs of the majority of consumers in the region. Moving forward is a global
brand.


1.4. Mission
Continuously research and apply advanced technology to help the majority of
consumers have the opportunity to use high-end products with reasonable prices.
1.5. Core values
- Creative: Sunhouse is constantly pursuing new ideas and challenging
ourselves to create new opportunities.
- Understanding: Always listening and caring for the needs and expectations
of colleagues, customers, agent and shareholders.
- Standard: Give the trust to the people with genuine words, express the words
that go with the action and take responsibility for what you do.
2. Executive Summary
- Constantly researching and applying modern science and technology to

improve quality; bringing to the market products with eye-catching
aesthetics
- excellent quality and absolute safety for consumers' health.
- Building an ecosystem of "Vietnamese happy kitchen", creating a value
chain to complete a modern kitchen. Meeting all the needs of customers from
home appliances, kitchen equipment... to clean ingredients, delicious
cooking spices...
- Meets drinking water standards directly according to QCVN06 1:2020/BYT,3 convenient water modes: Hot - Cold – RO, 360-degree block
cooling technology - for cold water up to 6 degrees deep & for longer
machine life than conventional chip technology water purifiers.


3. Situation Analysis

3.1. Market Analysis
3.1.1. Market Growth

The report "Vietnam water purifier market by technology, sales, forecast and
competitive opportunities 2011 - 2021" of TechSci Research From 2016 to 2021 also
gives a positive forecast of the growth rate of up to 12.4%.
Obviously, in less than a decade, the water purifier market in Vietnam has
witnessed a lot of changes, with the transformation of the old and the entry of new
people. It can be said that this market has never been as quiet as it seems.
3.1.2. Market Demand
The demand for clean water and the trend of equipping water purifiers with full
hot and cold functions have also developed in recent years, helping to save time, be
more convenient and safer for users. Besides, in the past time, the Covid 19 epidemic
broke out, people improved their health protection, so water purifier products are also
a top choice.



3.1.3. Market Trend
Currently, the market has more than 400 different brands of water purifiers, the
brands are mainly from the US, Japan, Korea, Taiwan, Thailand, Malaysia, Vietnam or
joint venture with Vietnam.
Targeting the vibrant market in Vietnam. Not only diverse in models, types, origins,
water purifier products on the market today have a large price difference from a few
million to tens of millions of dong/product.
3.1.4. Market Size
Houseware Electric
Electrical
Kitchen
Kitchen
Electrical
Appliances
Refrigeration equipment utensils
Anodized
pot set

Electric cooker

Air
conditional

Hood

Non-stick
pan

Electric

pressure cooker

Air filter

Double
Induction
Cooker

Stainless
steel pot set

Fryer
oil

Aluminum
pot
Pressure
cooker

Stainless
steel pot

without Household
water purifier

Infrared
Induction
Cooker
Kitchen infrared Air purifier
Double

infrared
cooker
Electromagnetic Air cooler - Positive gas
stove
Air
stove
conditioner
fan
Oven
Freezer
Negative
gas stove

Food
storage
boxes
Domestic
appliances

Led
Downlight

Cleaning
set

LED Bulb

Cooking
utensil


LED Tube
Lights

Led
Mushroom
Lights

Semicircular
tube lights
Ceiling
Led Lights


3.1.5. Market Share

3.2. PESTEL Analysis
3.2.1. Political:
Vietnam is a socialist nation with a stable and interactive political climate and a
growing legal framework that provides possibilities and circumstances for enterprises
to plan production and operations. With a generally stable political climate, the legal
system has strengthened, providing possibilities and circumstances for businesses to
organize their production and operations. To protect the interests of consumers and the
country of genuine manufacturing enterprises, the government has made provisions of
the law on standards, technical regulations, the law on industrial property copyright,
and regulations on packaging and labels for electronic and electrical household
products.
This is the basic as well as shaping for Sunhouse in building the image and
brand of the product. SLIMBIO RO WATER PILTER products ensure technical
standards as prescribed by law.



3.2.2. Economic

Since 1986, Vietnam has consistently innovated, adopted economic and political
strategies, and evolved into a low-middle-income nation that is no longer backward,
rather than a poor country complaining. In recent years, there have been complex
worldwide variations. Vietnam, on the other hand, has maintained a positive growth
rate over the years, with a projected growth rate of 1.82 percent in 2020. (due to the
negative impact from the COVID-19 epidemic). However, in comparison to other
nations in the area, Vietnam's economy has been highly praised and steady in recent
years, owing to its strong growth rate.
Various nations have implemented social isolation measures, limited many
activities, and forced many industrial companies to temporarily close as a result of the
Covid-19 epidemic, all of which have had a significant impact on consumption. a
significant reduction However, by implementing excellent illness preventive and
response measures in response to Covid-19, Vietnam has been able to stave off a
severe economic downturn. Vietnam's economy was severely impacted by the
COVID-19 epidemic as a result of its deep economic integration, but it also
demonstrated remarkable resilience.If Vietnam successfully stops the spread of the
virus, the economy is expected to increase by 5.64 percent in 2021. At the same time,
export-oriented manufacturing industries fared well, and domestic demand recovered
quickly.


During the pandemic, consumers began to be more-strict with consumables,
careful selection, sure for a good product as well as a reasonable price, can achieve


satisfaction. SLIMBIO RO WATER PILTER products are not only an opportunity to
prove to consumers about product quality and reasonable prices, but also a challenge

to products during this time.
3.2.3. Social

The population of Viet Nam is around 98 million people, with an average age of
32.9 years and 37.34 percent of the population residing in urban areas, according to
UN figures. As a result, Vietnam has a sizable share of the working-age population.
The country's predominant religion is Buddhism, and its primary language is
Vietnamese. Men have a 93-year life expectancy, while women have an 81-year life
expectancy. The country's middle and upper classes are fast expanding, and their
members have a tendency to travel more than in earlier decades.
This is a great opportunity for SLIMBIO RO WATER PILTER products to get
closer to customers.
3.2.4. Techology
The world is using RO water purification technology, also known as reverse
osmosis membrane (Reverse osmosis membrane) water purification technology, is the
most effective water purification method available today. This technology uses an
ultra- thin filter, with the openings being microscopic pores of 0.001 micrometer size
(only one thousandth of a human hair) that we have to use a microscope to see. this
filter only allows molecules smaller than the filter pore size to pass through, so it can
block 99.99% of pollutants in water such as heavy metals, bacteria viruses,
pesticides, ... Only water molecules can pass through. Dirt, bacteria, heavy metals that
do not pass through are taken out through the wastewater, that's why people often


mention RO water purifiers with wastewater. RO technology gives you pure drinking
water without having to reheat.


RO creates a wave of innovation by applying scientific, technical, and mechanical
advances to life and production, thereby helping to improve people's lives more and

more.
As a product of Sunhouse, using advanced RO filtration technology combined
with healthy mineral supplements, SUNHOUSE RO water purifier is the perfect
solution, providing a source of clean water, rich in minerals, safe, convenient, suitable
for direct drinking and for daily cooking at home.
3.2.5. Environment
Vietnam is a sovereign and autonomous country with 54 ethnic groups. Despite
their disparities in regional identity and culture, the brothers' most striking common
ground remains patriotism, familial love, and national unity. When customers' attitudes
and worries about origin are another component that substantially contributes to the
growth of Vietnamese consumers, this is also a factor impacting their purchasing
behavior. Domestic businesses prioritizing support for national products "made in
Vietnam" have developed a significant resonance effect among the Vietnamese people,
instilling national pride. The reality is that environmental contamination is growing
increasingly severe across the world, prompting consumers to become more conscious
of their own purchasing habits in order to help safeguard the environment.
3.2.6. Legal
Since 2009, the Ministry of Science and Technology in Vietnam has added 13
categories of household electrical and electronic equipment to the list of goods at risk
of unsafety (group 2) that must be controlled according to laws. QCVN
4:2009/BKHCN QCVN 4:2009/BKHCN QCVN 4:2009/BKHCN By 2012, the
Ministry of Science and Technology will add 07 categories of electrical and electronic
items to the list of Group 2 commodities that must be controlled for safety and
electromagnetic compatibility, according to QCVN 9:2012/BKHCN.
The standard for assessing safety for household electrical and electronic
equipment is the IEC 60335 Household and similar electrical appliances – Safety set
of standards.
This set of standards has been uniformly applied worldwide, most countries
have translated this set of standards into national standards. Vietnam has translated the
IEC 60335 series of standards into the Vietnamese standard TCVN 5699.



3.3. Five Forces Analysis






















3.3.1. Bargaining power of Buyer
Customers are individuals and households.
External factors, from friends, relatives, family, affect the decision of customers.
Customers' needs: Product size, luxurious and eye-catching design, full of utilities,
saving and optimizing electricity.

Price comparison between different brands, same segment.
Safe to use.
Repart cost
3.3.2. Degree of Rivalry
Big brands are available in the market such as Kangaroo, Aqua, etc.
Reasonable price, same segment, similar items.
Customers are loyal to other brands.
Product import priority
3.3.3. Threat of New Entrants
A large sum of money is required.
Brand building is very difficult, because in the market there are already famous
brands in the field.
Small businesses find it difficult to attain economies of scale.
Customers are loyal to the big brands available in the market, the emergence of a
new brand that creates interest is very difficult.
3.3.4. Bargaining Power of Suppliers
There are many domestic and international suppliers.
There is a wide selection and product variety with relatively low affinity so the
suppliers are secondary in this market.
In addition, Sunhouse can produce quality components by itself, which makes
products more quality, more economical, and convenient for businesses in better
product inspection.
3.3.5. Threat of Substitutes.
There are other alternatives, such as spring water, carbonated beverages, and so on.
Alternative goods, such as boiling pots, filter straws, and so on, can give the same
convenience.


 A few goods can improve customer convenience while also harming the
environment.



3.4. SWOT





















3.4.1. Strength
Touch control system.
Improved multi-tier system.
New upgraded child safety lock feature.
Using modern Korean technology.
Good warranty offer

3.4.2. Weakness:
Price is quite high
When the power is out, the machine cannot filter the water.
High operation costs.
The size is quite large compared to other companies' products.
3.4.3. Opportunity
When health is the top concern of customers, the demand for clean water
increases. Water pollution is becoming more and more serious, the market is
starting to expand.
User demand is also more ready for high-end modern water purifiers in the
kitchen
Domestic goods are prioritized by customers.
The water purifier market is growing rapidly.
Vietnam has joined the World Trade Organization (WTO).
3.4.4. Threats
Sunhouse does not really have a strength in water purifiers in Vietnam
Products in the same segment are produced by other company last year, with
cheaper prise.
The pressure of water purifiers is very much in the market, domestic and
imported.
Big companies have a massive share in the market.
The difference between Sunhouse's Slimbio water purifier and other products is
very little.


3.5. Competitive Framework

-

-


-

-

-

3.5.1. Kangaroo
Future goal
Become a leading firm in the
manufacturing and trade of water
treatment equipment, air treatment
equipment, and household appliances
in Vietnam and the ASEAN region.
Kangaroo's aim is to build solutions
that suit the needs of food hygiene,
water source safety, air source safety,
and time management. and bask in the
splendor of existence
Current strategy
Kangaroo starts with a video that was
inspired by a commercial that went
viral ten years ago.
Kangaroo applies the first three
principles from two masters Al Ries
and Jack Trout's book "22 Immutable
Laws of Marketing" once more.
Kangaroo's new TVC, like the
commercial from ten years ago,
concentrates on one topic without

putting a lot of information into it.

Assumption
Blind point
- Kangaroo has the greatest rate of
counterfeit products on the market
today, leaving buyers perplexed while
making purchasing decisions.
- The cost of replacing the filter core is
expensive.

-

-

-

-

Capabilities
The machine's simple design makes it
more compact, and it may be used in a
variety of settings, including business
offices, schools, hospitals, and homes.
Use a RO membrane from the United
States.
Kangaroo water purifier has a variety
of hot, cold, and cold faucets to meet a
variety of consumer needs.
Hydrogen Kangaroo water purification

method utilizes a filtration mechanism
to produce hydrogen in water.
Water leakage is considerably
decreased in most Kangaroo water
purifiers due to the use of extremely
tight joints. Because the pump is built
to be extremely durable, the chances of
it leaking water are greatly minimized.


3.5.2. Sunhouse
Future Goal
 Ensure that consumers can
access refrigeration products,
with a focus on RO water
purifiers, by optimizing
efficiency to satisfy the
fundamental values that users
require and removing
superfluous features. to have
product pricing that are
affordable to the vast majority
 Expanding the water purifier
market
Current Strategy
 Introduce a new warranty policy
for the R.O Sunhouse water
purifier.
 Sunhouse's strategy is to
concentrate on meeting the

demands of the target consumer
group, owing to the advantages
of having a big number of clients
(in the kitchen appliances
market), a vast distribution
network, and an active research
and development center.

Assumption
Blind point:
 The machine will not be able to filter the
water if the power goes out.
 RO membrane has a short life span and is
easily clogged.










Capabilities
Supported by a large and well-known
worldwide brand Samsung and Panasonic
Technology Sunhouse Korea
Concentrate on product enhancement and
innovation.

Bacteria are killed, and contaminants are
removed.
A mineral compensation core is included
to assist replenish the body's micronutrient
requirements.
A nanofilter with excellent odor-removal
capabilities.
The design is exquisite and gorgeous.


3.6. Competition

Founded

Sunhouse

Kangaroo

Karofi

May 5, 2000

2003

April,2004

2500

2000


2000

Brands

Employees

Customers

Headquarters

Customers are
Customers are
Customers are
households, people
households, people who
households, people who
who focus on health,
focus on health, focus
focus on health, focus on
focus
on
quality
and
on product quality,
quality and price of
price
of
product,
average income - quite
product, income average.

income average
12th floor, Richy Tower, At 1 Dao Duy Anh
No. 35 Mac Thai To,
Street, Phuong Mai
Yen Hoa, Cau Giay,
Ward, Dong Da
Hanoi
District, Hanoi

7th floor, HUDLAND
Tower, Lot A-CC7, Linh
Dam Residential Area,
Nguyen Huu Tho Street,
Hoang Liet Ward, Hoang
Mai District, Hanoi

3.7. Marketing Objective
Sunhouse’ goal for water purifier Slimbio R.O 19.500 units by 2023


4. Marketing Analysis

4.1. Target Segmentation
4.1.1. Demographic and Geographic
Main Dimension

Demographic

Segmentation Variables


Typical Breakdowns

Age

22-59

Gender

All genders

Occupation

Household

Life stage

Newlywed families, long-term
families, people who need to
improve their health and life

Birth era

Generation X, Y

Household Size

1-10 people

Income


Middle Income – High income

Region

Viet Nam

Density

City and urban/rural

Geographic


4.1.2. Psychographic and Demand
Main Dimension

Segmentation Variables

Typical Breakdowns

Values

Innovators
Many features
Increase product durability
Price goes hand in hand with quality
Safe

Design


Touch control
Easy to clean
Elegant and luxurious design

Psychographic

Demand

Target customers
Age
Income
Location
Search benefits

Water quality certification,
prestigious brand, specialized in
water purification, warranty regime,
modern technology, number of filter
errors, water saving.
Segment 1
Woman (mother) in the
family
25 - 59

Segment 2
Men and women (exerciser)

From medium to high
Rural and urban
Focus on family health,

convenience, time
saving, high quality.

From medium to high
Rural and urban
Focus on nutrition, focus on
health.

20 – 50

4.2. Positioning
Currently in Vietnam, Sunhouse is gradually asserting product prices with good
product quality


HIGH PRICE

HIGH QUALITY

KAROFI WATER
FILTERS KAQ-P95

Kangaroo KG10A3


The SUNHOUSE Positioning Among Rivals
Points
of Parity
(PoPs)
Points of

Differenc
e (PoDs)

High-end segment water purifier
Equipped with 10 Imported Filters
High safety feature
Slimbio SHA76213CK
2021
360 degree block cooling
technology

Karofi KAQP95 2021
Smax American
technology

Kangaroo
KG10A3 2021
By Electronic
Chip

Modern touch control for
water intake

AioTec smart
technology
connects wifi.

Conventional
control buttons


High quality RO made in
Korea

RO. Purifim
filter

RO 50 GPD made
in Korea

4.3. Product offering
Polluted water is the leading cause of serious health problems. Sunhouse is
proud to offer a solution of pure clean water, with the new generation of water purifier
Slimbio R.O.
4.3.1. Design
 It is a new high quality water filter product.
 With a minimalist, modern design. Compact, save 15% area.
 Suitable for any space, interior style in the house.
 The glass cabinet cover overflows, easy to clean.
 The faucet is designed with 304 stainless steel, safe, durable, good
heat resistance, minimizing water leakage rate
4.3.2. Feature


 A single faucet with 3 modes, hot and cold, usually meets many needs of
customers. 360-degree block cooling technology - for cold water up to 6
degrees deep & for longer machine life than conventional chip technology water
purifiers.
 10-core filter with 3 levels of coarse filtration ensures clean filtration
and effective protection of the RO membrane.
 Removes 99.99% of harmful agents thanks to RO membrane DOW Filmtec

(USA)
 6 mineral cores add minerals, sweeten the water.
4.3.3. Performance
 Going through the coarse filter, essence filter and mineral edema, the machine
will filter out contaminated domestic water, unpleasant odors, impurities,
harmful viruses.
4.3.4. Upgrade
 Child safety lock feature
 Automatically stops when inlet pressure is too low.
 Automatically shuts off when the water tank is full.

4.4. Marketing Mix – 4Ps

-

-

4.4.1. 4Ps- Product
 Design
Slimbio product, which is a high-end product line of Sunhouse, with a modern
and slim minimalist style, saves 15% of space compared to conventional
machines, impressive with all areas, no time. Tempered glass overflows edge,
luxury and simple color, easy to clean.
Design 1 single faucet with 304 stainless steel structure, anti-rust, along with 3
rotary buttons of 3 modes, to meet the needs of each user.
Smart connector cut-out reduces installation time by 70%
Superior touch control design.
 Feature
Using block cooling technology.
Combined with the monitor mechanism, making the water cooled and stable by

2.5% compared to conventional machines.