UNIVERSITY OF ECONOMIC AND FINANCE
FACULTY OF ECONOMIC

FINAL REPORT
MARKETING MANAGEMENT
Lecturer: Bardeleben Paul

Group member of MKT 4P:
1. Nguyễn Trúc Vi
2. Lê Minh Hùng
3. Trần Thị Nga
4. Vũ Phạm Nam Anh
5. Hoàng Huyền My


COMPANY NAME: JOINT-STOCK COMPANY BIBICA (BBC)
PRODUCT: QUASURE LIGHT

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TABLE OF CONTENTS
TABLE OF CONTENTS ......................................................................................... 1
1. Company Introduction ......................................................................................... 3
1.1. History ............................................................................................................ 3
1.2. Vision & Mission ............................................................................................ 5
1.3. Core Value ...................................................................................................... 5
2. Executive Summary .............................................................................................. 5
3. Situation Analysis ................................................................................................. 6
3.1. PESTLE.......................................................................................................... 6
3.1.1. Political factors ........................................................................................ 6

3.1.2. Economical factors .................................................................................. 7
3.1.3. Social factors ........................................................................................... 7
3.1.4. Technological factors .............................................................................. 8
3.1.5. Legal factors ............................................................................................ 8
3.1.6. Environmental factors ............................................................................ 8
3.2. Market Analysis ............................................................................................. 9
3.2.1. Market Size .............................................................................................. 9
3.2.2. Market Demand ...................................................................................... 9
3.2.3. Market Growth ..................................................................................... 11
3.2.4. Market share ......................................................................................... 11
3.2.5. Market need........................................................................................... 12
3.2.6. Market trend ......................................................................................... 12
3.3. SWOT ........................................................................................................... 12
3.3.1. Strength ................................................................................................. 12
3.3.2. Weakness: .............................................................................................. 13


3.3.3. Opportunity: .......................................................................................... 13
3.3.4. Threats ................................................................................................... 14
3.4. Porter's Five Forces analysis ....................................................................... 14
3.4.1. Industry Rivalry .................................................................................... 14
3.4.2. Threat of New entrants ......................................................................... 15
3.4.3. Power of Supplier .................................................................................. 15
3.4.4. Power of Buyer ...................................................................................... 16
3.4.5. Threat of Substitute .............................................................................. 16
3.5. Distribution .................................................................................................. 16
4. Marketing Strategy 2021 - 2023 ........................................................................ 17
4.1. Objectives ..................................................................................................... 17
4.2 Target Markets ............................................................................................. 17
4.3 Positioning ..................................................................................................... 18

4.4. Marketing Mix ............................................................................................. 18
4.4.1. Product: ................................................................................................. 18
4.4.2. Price ....................................................................................................... 19
4.4.3. Place ....................................................................................................... 19
4.4.4. Promotion .............................................................................................. 20
5. Financial Summary ............................................................................................ 25
5.1 Sale Forecast ................................................................................................. 25
5.2. Marketing Budget ........................................................................................ 28
6. Concluding .......................................................................................................... 29
References ............................................................................................................... 31

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1. Company Introduction
1.1. History
- In 1999: On January 16, 1999, Bien Hoa Confectionery Joint Stock Company
with the brand name Bibica was established from the equitization of three
workshops: Cake, Candy, and Malt of Bien Hoa Sugar Company.
- In 2000: Increase charter capital, establish a second factory in Hanoi: Establish
branches in Hanoi, Da Nang, Ho Chi Minh City, Can Tho.
The company is honored to be the first unit in the confectionery industry in
Vietnam to be granted the certificate of ISO 9001 standard by the British
organization BVQI.
- In 2001: November: The company was licensed by the State Securities
Commission to list on the stock market and officially traded at the Ho Chi Minh
City Stock Exchange from the beginning of December 2001.
At the end of 2001, the Company installed a production line of high-class Hura
cream cakes of European origin, with a capacity of 1,500 tons/year, with a total
investment of up to VND 19.7 billion.

- In 2004: Invested in the overall enterprise management system ERP.
In the first year of 2005, with the advice of the Vietnam Institute of Nutrition, the
Company launched a line of nutritional products for children, pregnant and
lactating women, dieters, and people with diabetes.
- In 2007: Bien Hoa Confectionery Joint Stock Company officially changed its
name to "Bibica Joint Stock Company" on January 17, 2007.
On October 4, 2007, the signing ceremony of the strategic cooperation contract
between Bibica and Lotte took place. According to the cooperation program,
Bibica transferred to Lotte 30% of the total shares (about 4.6 million shares).
- In 2008: The General Meeting approved the new Board of Directors, in which:
Mr. Truong Phu Chien has held the position of Vice-Chairman of the Board of
Directors cum General Director of Bibica Joint Stock Company since March 1,
2008, to present.
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- In 2009: In April 2009, the Company started construction of a high-class
Chocopie production line in Eastern Bibica, this is a line invested based on the
cooperation of Bibica and its strategic partner, Tap Korean Lotte Group.
In October 2009, the Company invested in building a dormitory for employees in
Bibica Mien Dong, My Phuoc 1 Industrial Park, Ben Cat, Binh Duong with an
investment of about 5 billion VND, put into use in March. 2010.
In November 2009, the Company boldly invested and put into use the M-Office
electronic office system to improve management efficiency and minimize
administrative and stationery costs.
- In 2012: Invest in a DMS sales management system and complete the evaluation
system for sales force and distributors
Upgraded the overall ERP business management system to ERP R12 version with
a cost of 4 billion VND and officially came into operation in December 2012.
- In 2014: Invest in sales support tools with PDA devices, to control and motivate

employees to visit online stores and transfer orders to Distributors immediately.
Invest in an information technology safety system and put it into use since
September 2014 to ensure the operational safety of the information technology
infrastructure system in case of power failure, fire, or explosion.
- In 2015: Successfully applying MFCA in production, controlling waste in
production more effectively and thoroughly.
- In 2016: For the first time, sales reached over 1,250 billion VND and continued
to be voted by consumers as high-quality Vietnamese goods for 21 consecutive
years.
- In 2017: Putting Hifat premium candy production line into operation, launching
AHHA premium milk candy to the market.
- In 2018: The company is deploying software to support business management:
Production moderation on ERP, BI leadership report, and Sales App for Shop key.
Commencement of construction of Western Bibica Factory in Long An.

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- In 2019: October 2019 Bibica put Bibica Mien Tay One Member Limited
Company into operation at Vinh Loc 2 Industrial Park, Ben Luc, Long An. For the
first time, the company's sales exceeded 1,500 billion VND.
- In 2020: Deploy and complete the basic design of the BBC Bien Hoa factory
relocation project.
1.2. Vision & Mission
VISION:
· The leading confectionery company in Vietnam
MISSION:
· Consumers: Nutrition value and safety foods.
· Society: Contributing 100 classrooms and 1000 scholarships.
1.3. Core Value

· Supplying nutritional and food safety products under eye-catching packaging
design to the market, in an effort to satisfy customers in terms of health and their
preferences.
· Enhancing the management jobs, improving quality of all products and services
continuously in an aim to offer the market with the best products and services at
the best pricing.
· Maintaining mutually beneficial relationships with dealers, distributors, suppliers,
and other business partners.
· Obeying the law, ensuring all hygiene and safety criteria applying to all products
manufactured in our factories.
· Being responsible to society, actively contributing to society, protecting the
environment ensure for life quality of the community.
2. Executive Summary
Bibica Joint Stock Company is one of the leading confectionery manufacturing and
trading companies in Vietnam and has a brand that is very familiar to many
generations of consumers. Each year the company can provide the market with
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more than 20,000 tons of confectionery of all kinds.
BIBICA's products are widely distributed in domestic and international markets
thanks to strong brand names and an extensive distribution network of more than
160 distributors to 145,000 selling points in 63 provinces and cities
nationwide. Rich products also reach many important international markets (more
than 15 countries) including Thailand, Philippines, Singapore, Korea, Japan,
China, Mongolia, …

3. Situation Analysis
3.1. PESTLE
3.1.1. Political factors

The political environment in Vietnam is relatively stable. This is the right
environment for economic development and opens up many opportunities for
Bibica to develop products. Stable political institutions and expanded political lines
make Bibica more favorable in developing business and production relationships
with outsiders, especially for new nutritional products (Quasure Light). The
nutritional food industry as well as other industries are independent and
autonomous in their production and business, develop joint ventures and links,
increase competitiveness and have conditions to expand export markets.
Financial risks are reduced because Vietnam's economy operates under a market
mechanism under state control. The control and adjustment of the exchange rate
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create favorable conditions for domestic production and business.
Product copyright policies are getting more and more attention and stricter. So
Bibica can completely rest assured about the copyright of the nutritional product
Quasure Light on the Vietnamese market.
3.1.2. Economical factors
Economic factors are very important and decisive affecting the production and
business activities of Bibica. The growth rate of the economy changes every year,
leading to changes in consumer spending on essential issues, including nutrition
issues. With gross domestic product (GDP) in 2020 increasing by 2.91% over the
previous year, Vietnam is among the countries with the highest growth rates in the
world. In the context of the COVID-19 epidemic negatively affecting all socioeconomic fields, this is a great success. In addition, foreign companies are
increasingly attaching importance to and investing more to develop the economy
and market in Vietnam.
Bibica already has a strong foothold in the market, so when the economy is
stronger, people's demand for health and goods consumption is higher, it will be a
favorable time for Bibica to launch new products (Quasure) Light ) and affirm
more names for its brand.

3.1.3. Social factors
Vietnam is a country with 54 ethnic groups, each with its own cultural identity,
different interests, and needs. In society, there is a clear class divide, rich and poor,
each class has different needs and desires for products and services. Therefore,
Bibica always orients its product development to customers. With Bibica's
products, targeting the average needs of consumers and human physiological
needs, here the role and social status will not greatly affect the consumer's
consumption behavior. Quasure Light is a low-cost mid-range product line that is
easy to use, but here it depends only on the level of interest in this product or
not. Vietnamese consumers love healthy, nutritious and Vietnamese-sourced
products. Quasure Light is a special nutritional product line for people with
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diabetes, people who are on a diet and have chronic diseases. The number of
people suffering from chronic diseases in Vietnam is quite large, so this is a
suitable product line with great potential for development.
3.1.4. Technological factors
Technological factors are decisive for business competitiveness and
efficiency. Engineering - technology develops rapidly. Vietnam currently has an
advanced science and technology level with the development of application and
technology transfer activities that have brought a breakthrough in the
manufacturing industry. The application of modern machinery and production lines
will help increase productivity, improve product quality and improve Bibica's
competitiveness. In addition, the growth of e-commerce and the internet will help
Bibica easily reach a large number of potential customers and increase sales,
especially when the phrase good nutrition products is used. for health has a lot of
searches on the internet.
3.1.5. Legal factors
Vietnam's legal system is becoming more and more complete with more barriers

and stricter regulations.
To promulgate a law on food safety and hygiene to require business establishments
to ensure safety and hygiene in the stages of food production, processing,
importation and food advertising. The law requires food labeling, food testing,
food safety hazard analysis, and the prevention, containment, and remediation of
food safety incidents. In addition, fines are depending on the severity of the
violation of the business. That shows that Vietnamese law always puts people's
health interests first. That is also what Bibica has done well when launching the
Quasure Light nutritional product line with full product testing to achieve a high
level of safety and good for consumers' health.
3.1.6. Environmental factors
Vietnam is a relatively convenient place for long-term production and business, not
subject to many natural disasters… Vietnam is located on the Indochina peninsula,
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the center of Southeast Asia, with convenient coastal transportation. 3,260 km long
excluding islands. Thanks to Vietnam's favorable geographical position, Bibica
easily trades with partners nationwide as well as in the region and in the world by
land, waterway and air. However, the South-North distance is quite large
(1650km), so the distribution and supply of products to the North market face
many difficulties in terms of transportation costs.
Quasure Light sponge cake products are affected by Vietnam's hot and humid
climate, making it difficult to store and transport products.
However, the cereal product line is especially suitable for the Vietnamese
climate. Especially in the North and Central Highlands, these are suitable places to
plant and also provide raw materials for Bibica.
Vietnam's terrain is mainly low mountains, so it is quite easy to
transport. Confectionery production enterprises are mainly concentrated in densely
populated areas with large purchasing power... which is convenient for the

purchase, sale, transaction and exchange of goods.
3.2. Market Analysis
3.2.1. Market Size
Producing and trading sugar products, confectionery products, syrup, nutritious
powder, milk and dairy products. More than 200 products.

With a large market size from north to south, especially the market for nutritional
products. Bibica's total confectionery output in 2021 is expected to reach more
than 20,000 tons, production output shows signs of slowing down due to the
impact of the Covid-19 epidemic. However, Bibica's customer base is still quite
large, especially the Quasure light nutritional product group with potential for
strong growth in the future.
3.2.2. Market Demand
- Currently, consumers are aiming to use more nutritional products to ensure health
safety, suitable for their needs and disease conditions, for example, diabetes,
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dieters, etc. high blood sugar,...

Cake

Candy

Others

- Quasure Light meets the nutritional needs recommended by the Ministry of
Health for Vietnamese people. As one of the top choices for people with
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underlying medical conditions who need a nutritious diet.
3.2.3. Market Growth
In 2021, due to the impact of the outbreak of the Covid pandemic, the prolonged
social distancing period caused the consumption market to shrink, unable to
implement sales plans, and face many difficulties in accessing clients. But given
Vietnam's current anti-epidemic situation, it is likely that the epidemic situation
will improve early next year. That will be the most appropriate time for Bibica's
Quasure Light product promotion campaigns.
3.2.4. Market share
- In 2020, Bibica accounts for about 14-15% of the confectionery market share, is
the largest domestic confectionery brand, but the market share of nutritional
products accounts for only a very small part of it.
- Bibica will continue to grow and develop in scale to gain market share, the
business will try to focus on increasing the product groups with nutritional value
because this is the product line that customers currently use. is currently targeting
and it is also an important market in the new development phase.

BBC'S product revenue structure in 2020
Cake

Candy

Nutrition

Other

3%

40%


55%

Figure 1: The chart of BBC's product revenue structure

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(Cite source: BBC Financial Reporting)
Nutrition products account for only 3% of BBC's revenue, of which Quasure Light
accounts for 2%, a very small number compared to other conventional
confectionery products. Nutrition for diabetics, dieters have not yet brought much
revenue to the BBC.
3.2.5. Market need
The market for nutritional products is growing stronger in Vietnam. The demand
for this product group has increased sharply because the proportion of people with
chronic diseases in Vietnam is quite high, most of them will prefer using dietary
products and supplementing with necessary nutrients. Many brands have invested
heavily in this market with many different groups of nutritional products. Bibica is
also doing well when focusing more on developing the sales market for the
Quasure Light product line to meet the dietary needs of consumers.
3.2.6. Market trend
The year 2020 brings difficulties and changes for many people around the
globe. Not only have their daily habits and behaviors changed, but their priorities
have also changed dramatically. Many people focus more on health, including
what they eat. As a result, food and health cultures have changed. Nutritional
products get more attention. While food alone cannot treat or cure illnesses, eating
a nutrient-rich, processed diet can help support your mental health and limit the
severity of your condition. more important.
3.3. SWOT

3.3.1. Strength
Large production capacity: There are 4 production factories evenly distributed
across the country, including BiBiCa Hanoi, BiBiCa Mien Dong, BiBiCa Bien Hoa
and BiBiCa Long An.
Bibica Joint Stock Company is one of the leading confectionery manufacturing and
trading companies in Vietnam and has a brand that is very familiar to many
generations of consumers.
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Products are present throughout the country through a wide distribution channel:
Products are distributed at 185 distributors and 125,000 retail points nationwide.
Vietnamese brand with 20 years of history and a good impression in the market.
Vietnamese consumers.
Experience and understanding of the confectionery market with leading experts in
the industry.
Supported and resonated with The PAN Group's Parent Group in supporting
capital, building markets, and orienting a solid development strategy.
3.3.2. Weakness:
In the domestic market, the Company's products have not been promoted in online
sales and B2B channels. Although the proportion of online sales channels is still
small compared to GT and MT channels, it has recorded strong growth in recent
years, especially the change in consumer behavior trends to online shopping
because the photo effects of pandemic Covid-19.
In the export market, the Company's products have not been promoted through
export sales channels to make the brand more known in the world market.
3.3.3. Opportunity:
The rate of diabetes patients increases from 8-10% per year, Vietnam has become
the country with the fastest increasing rate of diabetes in the world. The prevalence
of diabetes in our country currently accounts for over 4% of the population, nearly

10% of the population has pre-diabetes. The rate of people with diabetes increases
rapidly and is getting younger and younger. Many people aged 25-30 have diabetes
without knowing it.
The economy has grown steadily with GDP in 2020 reaching 2.9% and inflation
under control at 2.3%, among the countries with the highest growth rates in the
world.
The world's 15th highest population and average growth of 1% per year, of which
more than 40% is the young population under 30 years old, is in the high
consumption age group of confectionery products.
The strictly controlled Covid-19 pandemic creates opportunities for the Company
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to have stable business conditions and people's ability to spend on consumer
purchases.
3.3.4. Threats
Competition in the market is increasingly fierce with the participation of foreign
competitors, especially after many trade agreements have been signed-in recent
years.
The development of bakery chains or handmade bakery products also puts pressure
on the Company's business as consumers often want fresh products, without the
use of preservatives.
Consumers' habits and tastes change rapidly, forcing companies to continuously
research and develop products with suitable tastes, innovate packaging designs,
find effective distribution channels, and come up with new products. proper
advertising strategy
3.4. Porter's Five Forces analysis
3.4.1. Industry Rivalry
Quasure Light Bibica products are the best nutritional solution for
diabetics/dieters. The product is clinically tested by the Vietnam Institute of

Nutrition, so it is safe for users.
- Domestic competitors:
Nutifood nutritional cereal: DiabetCare nutritional cereal with an advanced
formula with a low glycemic index is researched and developed by NutiFood
Nutritionists specifically for people with diabetes and pre-diabetes
- Foreign competitors:
Products from companies like Nestlé, Calbee, etc. are always sought after by
consumers. Not only because of the convenience that it brings, but also because the
nutritional ingredients in these products are very high, which is good for the health
of the user.
Nestlé Company has launched a lot of cereal cakes: Nestlé HONEY STARS
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Breakfast Cake or Nestlé Fitnesse is a nutritional supplement that includes
vitamins, proteins, fats, minerals, and calibrated energy. suitable for the daily
nutritional needs of users.
Calbee cereal is the most famous cereal in Japan because of its nutritional
content. Products include dried fruits: papaya, grapes, apple, strawberry, coconut,
combined with oats, rye, rice seeds, corn, pumpkin seeds, almonds, wheat, brown
rice, Brown rice. It can be said that Calbee cereal is the cereal with the most fruit,
the highest content of vitamins and minerals, but the lowest fat content.
In addition to competitors in cereal products, Quasure Light also has competitors in
the lines of diabetic confectionery. Some popular bakery products on the market
today: Hapiki High Nutrition Diet Cake, Sugar-free Diet Gullon Cake, Ohsawa
Zozin Black Sesame Brown Rice Cake, Medosure X Cake, Diet Gullon Cookies
No. Breakfast sugar, Resoni Milk Cookies, Chocolate Digestive Diet Gullon,... The
products are diverse in design and flavor.
3.4.2. Threat of New entrants
With the increasing demand for nutritious foods, plus the state's investment

incentives and high efficiency in the nutritional product business, more and more
investors are entering the field of nutrition. this. This is a group of competitors that
have not yet appeared in the market but will appear and trade with the company's
products in the future. In addition to potential competitors preparing to enter the
industry, Quasure Light also has to face very strong opponents with a long history
in manufacturing and trading nutritional products for diabetics when Vietnam joins
the EVFTA. , AFTA, ... Currently, low-fat, diet products suitable for people with
diabetes from foreign brands are available in supermarkets in Vietnam.
3.4.3. Power of Supplier
Quasure mainly needs raw materials such as sugar, milk, rice flour, flour, Gluco,...
while the domestic market can only supply raw materials such as sugar, rice flour,
flour, … from factories in Lam Son, Quang Ngai, dairy companies in
Vietnam. This is a regular supplier of raw materials for Bibica, ensuring quality
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and reasonable prices. Most of the other raw materials must be imported from
abroad: Singapore, Malaysia, Thailand, the Netherlands... and subject to many
price fluctuations. When the exchange rate increases, businesses will have to pay
higher material costs, reducing the profit and competitiveness of the company's
products. However, because the suppliers of input materials are dispersed into
many different sources, enterprises have many choices of suppliers, making the
pressure of suppliers on enterprises is relatively small, creating favorable
conditions for enterprises. favorable conditions for production and business
activities of the confectionery industry in general and Bibica in particular.
3.4.4. Power of Buyer
Pressure from customers can divide customers into 2 types: intermediate customers
(agents) and end consumers. On the market, more and more nutritional products
for diabetics appear on the market of domestic companies as well as foreign
products with high quality, cheap price and diverse designs. This gives customers a

lot of options, so it has put a lot of pressure on Quasure Light, such as in terms of
discounts, higher quality of goods, better services.

3.4.5. Threat of Substitute
The nutritional products (cereals, confectionery) from Quasure Light are mainly
nutritional supplements for people with diabetes, serving the needs of snacks,
desserts, or used as snacks or purchased as gifts. , ... so it is not the main daily
consumption product of the people. In addition to nutritional supplements with
milk, they can use other foods made from vegetables, tubers and fruits that are
good for the patient's health, nut products, dried fruits, etc. meet the same demand
as when using confectionery on a low-sugar diet. Therefore, competitive pressure
from replacement products with Quasure Light's products is very high..
3.5. Distribution
Bibica's supply chain has a nationwide distribution network mainly through 3 main
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channels: a system of distributors and agents, a system of Bibica Bakery and a
supermarket of Bibica Joint Stock Company in the North.
Currently, Bibica's supply chain has nearly 200 distributors, 40 Bibica Bakery
stores, more than 75,000 retail points with 1,000 sales staff across the country. This
distribution network is considered as one of many strong rating systems in the
country, adapts to many market fluctuations and it helps to consume about 96% of
the company's sales.
The supermarket system is mainly concentrated in big cities like Ho Chi Minh and
helps the company earn 10% of its total sales. The Bakery system has also been
deployed since 1999 and now has a strong system in 2 big cities, Ho Chi Minh and
Hanoi, with 25 very large stores. It is these methodical distribution calculations
that have made the Bibica brand have a "home-field" advantage over Bibica's
competitors from abroad and achieve "greater division" with domestic competitors

by enormous distribution.
4. Marketing Strategy 2021 - 2023
4.1. Objectives
- Increase sales and product market share, striving for year-end revenue of Quasure
Light to account for 3% of BBC's revenue.
- Serving the needs of about 8% of Vietnam's population who have been and are
suffering from diabetes.
- Continue to increase brand awareness and maintain providing customers and
consumers with a great buying experience.
- Increase click rate by 10% for Facebook ads and Google ads.
- Reduce costs, increase profits to about 45% of revenue.
- Actively research and develop new products, ensure food safety, nutrition and
happiness for customers, increase the value of products and services for customers.
4.2 Target Markets
People who have been and are suffering from diabetes, people who have dietary
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needs, eat low-fat cakes in urban areas, densely populated areas, have an average
income or higher.
4.3 Positioning
Quasure Light is the best nutritional solution for diabetics and dieters.
4.4. Marketing Mix
4.4.1. Product:
The Quasure Light line has 3 products:

Quasure Light cereal powder milk flavor

Quasure Light milk biscuits


Quasure Light sponge cake with nuggets and
strawberry flavor

From 2022 to 2024:
- Change the appearance (packaging) for Quasure Light with a new image, brighter
colors, emphasizing Quasure Light as the best nutritional solution for people
with diabetes, dieters.
- Launched biscuits, cakes with many different flavors: coconut nuggets, milk
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strawberry, chocolate, cheese, butter, ....
- Produce a line of cereals in the form of more luxurious cans that can be given as
gifts.
4.4.2. Price
Product price list:
Product

Consumer RRP

Distributors

Retail

65,000

45,500

52,000


30,000

21,000

24,000

65,000

45,500

52,000

30,000

21,000

24,000

70,000

49,000

56,000

32,000

22,400

25,600


70,000

49,000

56,000

32,000

22,400

25,600

Quasure Light Cereal
2020

Quasure Light
sponge cake/ Milk Cookies
Quasure Light Cereal

2022

Quasure Light
sponge cake/ Milk Cookies
Quasure Light Cereal

2023

Quasure Light
sponge cake/ Milk Cookies
Quasure Light Cereal


2024

Quasure Light
sponge cake/ Milk Cookies

Strategy 2022 - 2024:
- Give the discount voucher to loyal customers when buying at BiBiCa Bakery.
- Accumulate points to redeem gifts for customers when buying products on
BiBiCa Web and App.
- Free shipping for customers when ordering via Web and App of Bibica when the
bill is over 200,000 VND.
- Preferential policy, support for BBC's distributors and partners.
4.4.3. Place
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Taking advantage of the existing resources of Bibica's supply chain, the nationwide
distribution network is mainly through 3 main channels: a system of distributors
and agents, a system of Bibica Bakery and a joint-stock company supermarket.
Northern Bibica.
Currently, Bibica's supply chain has nearly 200 distributors, 40 Bibica Bakery
stores, more than 75,000 retail points with 1,000 sales staff across the country. This
distribution network is considered as one of many strong rating systems in the
country, adapts to many market fluctuations and it helps to consume about 96% of
the company's sales.
Promote sales activities on e-commerce platforms (Shopee, Tiki, Lazada, Sendo, ..)
as well as on App Bibica (Consumers and Shops).

Figure 2. Bibica Distribution Channels

4.4.4. Promotion

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* Advertising:
- Run ads on Google, Facebook
- Advertising at fairs of high-quality Vietnamese goods, fairs on food safety and
hygiene, scientific conferences, the introduction of new products, functional
products for dieters, diabetes Street.
- Place some Banners/Standees inconspicuous areas at supermarkets and shops in
the BBC's supply chain.
- Filmed a short TVC to run ads for products on Google and Facebook.
* Promotion (Promotion):
- Offer coupons to customers who come to buy at BBC stores or discount codes
when ordering through the app.
* Events:
- Organize a webinar, a cooperation program with the Vietnam Nutrition Institute
to advise on health as well as products to help prevent diabetes every 6 months,
especially in November in response to Diabetes Day. World Diabetes to raise
global awareness of diabetes and its complications.
- Organize a program to accumulate points and receive gifts from May to August.
The program "Exchange points - Get BBC gifts"

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Promotion form:
On each product, there is a red stamp on the package.
Customers cut the points on the package and accumulate points to exchange gifts

with different values according to the specified framework of the program.
Valid point stamps are stamps printed on Bibica products
Point stamps must be intact, not torn, not patched. The part used to accumulate
points includes the packaging part + the score part
Regulations on cutting packages to accumulate points: consumers follow the preprinted dotted line (cut in the shape of scissors).
Types of gifts and specified frames:
Number

Redemption

Type of gift

Points

Number of
prizes

1

Welly lollipop 9g

2

10,000

2

Quasure sponge cake 18g

5


10,000

3

Phone scratch card 10,000 VND

30

3,000

4

Samsung Galaxy Tab S6 Lite/
Travel voucher

30,000

5

Note: Phone scratch cards and Samsung Galaxy Tab S6 Lite / Travel vouchers may
end early when all prizes are distributed.
How to get a reward:
For Bibica product gift prizes and phone scratch cards:
Customers after accumulating enough points corresponding to gifts according to
the company's prescribed redemption frame will go to Bibica's
Redemption Point shops to exchange points for gifts.
For Samsung Galaxy Tab S6 Lite prize/ Travel voucher:
After accumulating enough points corresponding to gifts according to the specified
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redemption frame, customers will contact the Company, providing verification
information including an ID number, phone number, and the corresponding
number of points. At the end of the program, the Company will send the awardees
directly.
Redemption period: from May 1 to August 30 (or may end when promotional gifts
run out).
Program running time in 2022 - 2024:

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