VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION


MIDTERM REPORT

BRAND MANAGEMENT

BRAND BUILDING FOR GREEN ME

Lecturer: Mr. Nguyen Cuong Thinh

Students:

Nguyen Thao Uyen 71600111

Nguyen Ngoc Anh Thu 71600091

Nguyen Tan Thien 71600089

Tran Nhu Y 71600122

Nguyen Thi Bich Lien 71600044

HCM City, October 2019

 COMMENTS OF LECTURER

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

………………………………………………………………………..

HCMC, October 10 2019

Lecturer

2
 MEMBER LIST

Order Full name Student ID Assignment Signature

Step 3: Trend and Oppoturnity
1 Nguyễn Ngọc Anh Thư 71600091
Create the Powerpoint Slides
Step 6: Brand recognition
2 Nguyễn Thảo Uyên 71600111
Step 7: Brand managenment
Step 2: Competitive advantages of
3 Trần Như Ý 71600122
brand over market
Step 4: Core Value of the brand
4 Nguyễn Thị Bích Liên 71600056
Step 5: Brand positioning
5 Nguyễn Tấn Thiên 71600089 Step 1: Target customer

3
STEP 1: TARGET CUSTOMER
1. Who: The main customer that Green Me aims to serve are women between the age
of 22 - 45 years, living and working in Ho Chi Minh City. The characteristics of
this customer group are as follows:

- Need to change their daily diet: Between their everyday tasks and daily familiar
meals, consumers might get tired of it and demand changes. Finding quick and
convenient alternatives that ensure the quality against food poisoning at the same
time may be challenging. Green Me offers customers a diverse selection of meals
as well as recipes. Green Me provides a green living solution in form of
prefabricated dishes. Organic without being too monotonous. The target group
especially aims for women who eat clean food in order to attain clear skin and help
their weight loss.
- Convenience: Since most of the potential customers are busy working majority of
their day, they don’t put much effort into their food choice anymore. In the long run
this will lead to unhealthy as well as monotonous food choices. Green Me provides
delicious and nutritious meals, but also makes sure that they will be delivered to the
customer in a most convenient way. Customers can order food just by one click.
After an hour passes they will receive handmade meals with fresh ingredients
without having to spend too much time on it.
- Supplement the necessary nutrients: To work efficiently and effectively, it is
essential to always be well nourished with a wide range of nutrients. For example:
The usage of computers, requires food that is rich in vitamin A; sitting at the office
for 8 hours/day, requires food rich in vitamin D; as well as calcium-richness; to
reduce stress and pressure it is recommended to supplement vitamin C. Green Me
meals will create a balance of nutrients to provide a complete menu, contributing to
health and improve work efficiency.
- Affordability: Vietnam Report's survey shows that, because of the increase in the
per capita income, consumers tend be more health conscious and prefer clean food
of organic origin. More than 86% of consumers in Hanoi and Ho Chi Minh City
were asked to choose natural and organic products, or seasonal products to ensure
their health. Turns out that consumers are willing to pay higher price for their daily
meals. Green Me meets the demand for clean and green food for this potential
market.
2. What:
a. Main product
- Mixed salad: is made from vegetables and salads, noodles, legumes and pulses,
eggs or cereals as well as mixed salads combined with meat or seafood and fruit
salad.

4
- Nutritious Soup: Made from a variety of ingredients by pureing and served with
some meat, the soup is always a very easy dish to eat and ensures its nutritional
integrity.
- Smoothies (smoothies): A blended drink, made from fruits and sometimes added
chocolate, butter, peanuts. In addition to fruits, many smoothies include ice blended
and frozen fruit juices, honey or syrups and other ingredients.
- Fruit juice: Use methods to squeeze fruit and vegetable juices, but retain all the
nutrients, including the original enzymes and vitamins of those fruits and
vegetables.
b. Space & atmosphere
Restaurant space: we will create a space where customers can come to both eat
healthy foods and do their jobs. Including furniture, lighting, music, atmosphere,
aroma from fruit ..., make customers feel comfortable when coming to our store.
c. Services:
Come to our store, you will be staff dedicated service attentive. In addition, we also
have a self-service counter, including water and paper towels for customers in
need. Customers will be better taken care of if we have our green me app, we will
run promotion and exercise to better care for our customers.

3. Why: customers want to eat healthy food, want to order quickly or have a beautiful
space, suitable for enjoying food, fresh air, especially the Green Me app -
convenient to order and customer care

4. Where: District 1 center - where office workers are concentrated the most, many
people have high income (10 million or more), can afford this healthy meal. In
addition, district 3, district 2 and district 7 also be potential locations of Green Me.

5. When: customers can come to Green me anytime during the hours of 8 am to 10

pm, in order to fully serve 3 meals for customers in need

5
STEP 2: COMPETITIVE ADVANTAGES OF BRAND OVER
MARKET

The message is not only Green Me but other competitors also aim to create eatclean
and lowcarb product lines. Not only do salads provide vitamins and fiber to improve
health, but most brands want to offer their customers a green, clean, healthy lifestyle.
People who are busy, who want to improve their meals, who care about the quality of
organic clean products are the target audience.
Although they have similar business views and similar products, the quality of
products and services of each brand is different:

Various Product Price Packaging Customer

services quality experience

Fitfood 7.5 8.3 6.3 Website

Mostly use
Eat more salad 7.4 7.3 7.0 plastic Website
packaging
Salad Station 8.0 8.4 7.4 Website & Store

Table 1: comparison competition of Green Me

Table 1 shows three stores in comparison based on a number of criteria
according to Foody.vn and rival research. Through the table and comparative analysis
model, it can be seen that the quality of products and services of the three direct rivals of
Green Me is only at average level, acceptable temporarily. Although focusing on a clean
lifestyle, the control of brands' input is not strict, so the quality of products is not good
even though they are bought at prices sometimes higher than the value received. Other
services such as selling more products, free delivery services and other utility services for
product selection but still very limited.
Special characteristics and customer experience when using products of 3
direct rivals of Green Me:

6
 Green Me Eat More Salad Salad Station Fitfood

- High quality raw The menu has a Allows users to Design weekly
materials are imported variety of dishes. combine the salad servings
from prestigious places, The combination of materials (Monday to
which have been tested natural ingredients available on the Friday) with 2 to 3
for quality (vegetables is extremely diverse website to create meals a day.
are brought from Dalat (10 ingredients in a mixed salad. Customers are
FEATURED farm, imported meat the dish). assured of a
from foreign countries, weekly diet to
spices selected from maintain a healthy
Aeon Mall) lifestyle.
- Environmentally
friendly product
packaging
- Building a large-scale Limited in The store has a Limited in
restaurant system, establishing regular separate design establishing
encouraging customers interaction with into areas such as regular interaction
to enjoy healthy meals customers salads, sauces, with customers
CUSTOMER - App design with topping,... so that
EXPERIENCE many outstanding customers can
features, bringing many easily combine
interesting experiences the ingredients.
in building a healthy
lifestyle

Comment on the opponent overview:

Although 3 brands have been launched before, from the selection of input products,
product quality control, packaging ... have not been thoroughly invested. Not to mention
the investment in improving the quality of products, customer service and other utilities
for customers has not been fully exploited by 3 brands. Because of these shortcomings,
Green Me was born, greatly improving the shortcomings of rivals.

SWOT matrix analysis

Strengths: Green Me born after should inherit all the shortcomings, weaknesses
from the previous brands. The input materials are strictly controlled according to VietGap
standards, environmentally friendly packaging along with professional customer service
according to the chain store standard. Applying technology in sales such as ordering via
the app, selecting your favorite topping on the tablet to create convenience for customers.

7
Strengths both sell online and sell in the store and delivery, creating the most convenient
for customers.

Weaknesses: As a follower, it takes a long time to get loyal customers with fierce
competition from direct and indirect rivals. To improve this problem, Green Me ran ads,
campaigns to attract customers, trial programs to reach customers.

Opportunities: due to the increasing trend of eatclean, Green Me was born to meet
all tastes of customers, especially customers who care about product quality, health at a
reasonable price, standard production safe. Currently, environmental protection is the
trend of the world, Green Me uses recyclable tools such as rice, grass, paper,etc to meet
customer trends. With busy life, preparing a nutritious meal with quality like at home is
very difficult, so in addition to selling at the store, Green Me also has on-demand delivery
services , the ordering service and delivery via the app for guests to easily choose and
without spending time traveling.

Threats: In order to save time, customers in the future will be drinking water
extracted from vegetables and fruits instead of eating salad will be faster and more
mineral. For direct competitors, there are many risks as they use price strategies,
advertising campaigns, improve and improve product quality, come with many services
that attract many customers and account for market share.

STEP 3: TREND AND OPPORTUNITY

 Market opportunites:

8
CONCERN OF VIETNAMESE CONSUMERS IN Q1 2019

Word stability

Health

Vietnam's economic situation

The problem of life balance

Health and well being

of parents

Children's education
and welfare

Source: The Conference Board Global Cnsumer Confiddent Survey cooperate with Neilsen

According to Nielsen's statistics in the first quarter of 2019, one of the biggest
concerns consumers have about health protection (44%). In recent years, many food-
related incidents have threatened the lives of many people from counterfeit goods, cancer-
causing chemicals, etc, causing food poisoning to confuse consumer psychology.
According to data of the Ministry of Health, Vietnam is one of the countries with the
highest cancer incidence in the world, accounting for 35%. In the first quarter of 2018, the
whole country had 969 people with food poisoning, of which 669 were hospitalized, 2
died. The number of food poisoning cases is between 250-500, 7,000-10,000 hospitalized
and 100-200 deaths. Each year, Vietnam spends 0.22% of its GDP on six cancers, the
main cause of which is dirty food.

9
 The next issue is an equally important concern, which is the balance between work and
life (24%). In the current pace of life, how can people do their job well and just have the
time to take care of themselves and their families is really difficult. Therefore, they will
look to convenient food but not necessarily safe for health.

TOP 5 INGREDIENTS THAT VIETNAMESE CONSUMERS LIMIT USE,

COMPARED TO OTHER COUNTRIES SOUTHEAST ASIA

Artificial preservatives Artificial colorings Artificial flavor

Antibiotics, hormones Artificial sweetener

When it comes to ingredient selection, the focus on simple ingredients and

less on artificial ingredients is a priority for the vast majority. Artificial
preservatives (70%), artificial colors (68%) and artificial flavors (65%) top the list
of ingredients Vietnamese consumers try to avoid using. In addition, more than half
of the respondents said they avoided taking antibiotics or hormones (59%) and
artificial sweeteners (52%).
Consumers not only care about the ingredients in food, they are also
concerned about food packaging. Six out of ten Vietnamese respondents said they
avoided food products contained in packaging made from BPA. It is a chemical
found in hard plastics and coatings of food packages and beverage cans. Also
according to Nielsen research, about 70% of Vietnamese say they pay attention to
the ingredients in food and drink consumed and they want to know everything that
makes up that food.
 Green Me sees this as a potential rich market focused on those who care much
about health. We will provide healthy foods with a nutritious diet. Healthy food
10
 is only organic food, natural food that is processed clean, not fried, does not
contain harmful impurities. Applying healthy food to the diet helps customers
not to follow a strict diet, but encourages them to eat healthy, unprocessed
foods. It does not contain chemicals, no excess of sugar, salt and fat.
In fact, organic food consumption has become a new trend in Vietnam.
The increasing demand makes the organic food source more and more abundant
and popular. According to the latest report of the Center for Industry and Trade
Information (Ministry of Industry and Trade), the development of organic
agriculture is a common trend of many countries. Vietnam has 33/63 provinces and
cities that have developed organic agricultural models, the area is more than 76,600
hectares, an increase of 3.6 times compared to 2010. About 60 corporations,
businesses and production facilities has invested in organic agriculture, which is
considered to have many advantages for development in Vietnam.
 The organic food market is becoming increasingly active. Green Me has the
opportunity to partner with various organic food suppliers. Take advantage of
abundant domestic food sources at affordable prices but still ensure product
quality.

 Market trend:
With the increasing quality of life, the need for dietary safety is further emphasized.
Along with the development of science and technology, consumer awareness about
food has increased, leading to high demand for clean food. Therefore, the trend of
consumption in the beverage and food industry has changed:
1. Choose natural and organic foods
In the context of increasing per capita income, consumers tend to choose
for organic and environmentally-friendly foods. They are willing to pay a
higher price for their daily meals. AC Nielsen's 2017 trend of organic food
consumption shows that up to 86% of Vietnamese consumers prefer to choose
Organic products for daily meals because of its safety, nutrition and delicious
taste.
According to studies on organic foods, organic fruits and vegetables
contain more antioxidants and vitamins than conventional products, which can
prevent or slow down cell damage. Organic milk and meat have more essential
fatty acids, along with other important nutrients compared to traditional
products. With sugar products, Organic sugar is produced from high quality
sugarcane material, does not adversely affect the health of consumers, does not
change the nutritional content in the human body and preserves the full natural
flavor of molasses.

11
 Recently, many companies have invested in this field, especially with the
participation of big retailers (with the advantage of available sales channels:
supermarkets, convenience stores,…)

2. Enjoy nutritious and safe meals:

In modern life, the attitude of the family, especially in urban areas, has
changed: the number of people in a family is usually only 4-5 people, the
proportion of people living alone increases. Therefore, the demand for fast-
moving consumer goods is also different from before.
To cater to these subjects, food and beverage companies have changed the
specifications and weight of small product packaged goods, used to suit
individual needs and easily carried. on the road. In addition, companies also
aim to provide ready meals to bring consumers not just packaged or dried
products, but also fresh, tasty, nutritious, safe and convenient products.

3. Technology changes the food experience of consumers

Vietnamese youths are mostly dynamic young people who like to
experience and are willing to pay to enjoy delicious and strange foods and
drinks. Along with the development of technology, they can easily access the
latest culinary trends through social networks. They place orders through apps
that allow them to search for places to eat, deliver food and book tables, etc.,
making the food market more vibrant. According to Nielsen, food and beverage
are 2 of the 10 most traded products in 2017.
For manufacturing companies, they also understand the food and beverage
consumption trend to diversify and improve product lines to suit the taste of
modern consumers. The opportunity for development of food and beverage
brands in Vietnam is huge. When foreign enterprises are actively present in
Vietnam market, it will open many opportunities for cooperation and
investment in production in industrial parks, creating jobs for workers,
technology transfer, and production. Products become diversified and
convenient.

 Estimate market:
According to the latest statistics, the number of female office workers living and
working in Ho Chi Minh City from the age of 25 to 35 is about 2 million. We
expect 20% of the 2 million people to know Green Me. Of which, 8% will buy
Green Me in 1 month.
 Target customer = 2.000.000 * 20% * 8% = 32.000 people

12
 ESTIMATE
Price/ unit Revenue/ month Revenue/ day Unit/ day
REVENUE
Salad (45%) 149.000 2.415.600.000 80.520.000 540
Soup (15%) 99.000 475.200.000 15.840.000 160
Smoothie (20%) 69.000 441.600.000 14.720.000 213
Fruit juice (20%) 79.000 505.600.000 16.854.000 213
TOTAL 3.838.000.000 127.934.000 1.126

To achieve the above revenue target, Green Me increases its competitive advantage
with the following solutions:
- Communicate more clearly about nutrition and origin: When choosing to
buy or use the product, many consumers will read nutrition information (how
many calories, whether or not transfat is included). Whether it's appropriate for
your purpose (suitable for vegetarians or weight loss), is it safe or not (certified
organic). This information is clearly described by Green Me so that consumers
can choose products that suit their needs. In addition, we also have the
certificate on the packaging of safety brand, helping the product become more
attractive in the eyes of careful consumers.
- Pioneering in new ingredients and new methods: Western and Eastern
culinary styles have introduced new ingredients and become hot trends such as
oats, black wheat, brown rice, macadamia, chia seeds, blueberries, algae,…The
constant monitoring and addition of new food ingredients as well as the use of
KOL/ Influencer on healthy eating will make the brand always the "top of
mind" about health protection for wise consumers.
- Providing convenience: Healthy eaters in Vietnam are currently working hard
to find healthy products for breakfast, lunch, dinner and drinks throughout the
day. Green Me will provide convenient solutions for the aforementioned eating
trends which are enthusiastically welcomed by the community of young people
interested in health.
- Enhance customer experience: Green Me is not only concerned about the
nutritious daily meals for customers. We also accompany our customers to
provide healthy living solutions such as designing sports training processes that
are suitable to their goals, having regular health check-ups, advising on living
healthy, opening wide restaurant space for customers to experience,…

13
STEP 4: CORE VALUE OF BRAND

 Completely natural: publicize clean and green ingredients, respect food safety
standards, ensure a healthy lifestyle and provide optimal nutritional quality for
consumers.
 Environmental protection: environmentally friendly packaging, made from
bagasse, so it has fast decomposition time, does not affect the environment.
 Acting for the community: act ethically, regularly sponsor and organize charitable
programs and donate to people in difficult circumstances, especially children and
the elderly.
 Service spirit: trained employees have highly disciplined and careful in every
stage from product to customer service. Always dedicated to work hard but still
keep the fun and passion for the job.

Mission

Providing nutritious meals from natural ingredients from products to used packaging,
giving consumers confidence and peace of mind when coming to Green Me. In particular,
understanding the convenient and fast demand today, Green Me brings many solutions. So
that consumers can both enjoy a variety of delicious food, quality assurance without
spending too much time.

Vision

Building a community of "green consumers" with the habit of using green products -
environmentally friendly, contributing to protecting their health and the living
environment.

14
STEP 5: BRAND POSITIONING

 Green Me cooperates with prestigious partners such as Dalat Gap, Organic DaLat,
Vissan and Aeon Mall to produce standard products. Raw materials imported from
those partners are relatively high prices but clear origin and ensure consumer
safety. Therefore, Green Me positions the brand in the premium price segment and
quality product. The difference between Green Me and competitors is that Green
Me diversifies the accompanying services for customers such as: counseling on
fitness exercises, designing weekly meal plans, organizing health check-ups for
special occasions and much more. Customer can experience Green Me in stores as
well as virtually in form of the Green Me App.

15
STEP 6: BRAND RECOGNITION
Brand identity is the visible elements of a brand, such as color, design, and logo, that
identify and distinguish the brand in consumers' minds. When designing a brand, we
consider the following 5 extremely important factors:

• Easy to remember

• Meaningful

• Easy to convert

• Easy to adapt

• Easy to protect

This is the logo of Green Me, it was designed based on the brand name and has stylized
leaves symbol around. The logo has a dominant green tone, the color of life, which
reminds customers of freshness, safety and nature. Our slogan is "Green food for green
life", it means we assert to our customers about the "greenness" of the product, 100%
organic, extremely good for health. Green Me products are a symbol of the green lifestyle,
where customers seek the best solutions for their lives, including quality meals, good
services, and comprehensive experiences.

Green Me logo is adaptable, it is easily shown on the brochure, name card, business letter,
packaging, app, the signboard of our restaurant, etc, and even on the advertisements.

16
17
Besides, employees' uniforms are also designed in the style of Green Me. The staff of the
restaurant always keep the youthful and energetic image, always smiling and greeting
customers as soon as they have just entered. Sincerity, patience, and friendliness are the
rules that every Green Me employee must follow.

18
STEP 7: BRAND MANAGEMENT
1. The first stage’s objective: Launch and create the impression of a health
protection brand
Time: May 2019 – the end of October 2019 (6 months)

Green Me plans to organize some major programs of the year. The first is the restaurant
opening event in early May 2019. We choose the time of launch after the long holidays to
accompany customers to balance their physique with fresh dishes of natural origin and
related fitness exercises. Because certainly in the long holidays, it is difficult to resist the
parties, outings and intimate meetings in which many people are unable to avoid
unhealthy eating. Green Me has combined with 3 newspapers to spread the word about
this event: Channel 14, Zing News and Thegioitre.vn. In addition, Green Me also invited
the presence of nutritionist Luu Ngan Tam - Head of Nutrition Department at Cho Ray
Hospital to share about the necessity of green living today. To organize the opening of the
restaurant in a good and professional way, Green Me hired an event management team to
package all activities in the organization process.

One of the characteristics of the target customers that Green Me targets are those who care
about their health and want to improve their physique. Therefore, many gyms are now
being opened a lot to meet the needs. Green Me will partner with large-scale gyms such as
California Fitness & Yoga, Vincharm Healthy Club, Fit24 - Fitness & Yoga Center to
book a standee and gift vouchers.

On October 20, Green Me has a salad buffet for all who have become members of Green
Me. The goal of this activity is not only to promote the brand of Green Me, but our team
also wants to bring the Vietnamese women a meaningful and happy day from the daily
meal itself. The party is planned to be held at Green Me's restaurant, female customers
will enjoy a buffet including salads, soups, juices, and smoothies at extremely preferential
prices.

In order for all activities and images of Green Me to become more consumer-friendly, we
decided to invest in branding with viral clips. In addition, we also run adverts by google
ads and facebook ads to reach more potential customers.

2. The second stage’s objective: Green Me has become a symbol of green

lifestyle, accompany Vietnamese people in the journey to improve health
Time: November 2019 – the end of April 2020 (6 months)

19
After a period of business activity, consumers will know Green Me as a symbol of clean
eating and drinking habits, minimizing the amount of spices, grease, chemicals and feeling
natural taste of organic food. In addition, Green Me is planning to "greenen" the whole
Green Me when replacing the entire product packaging to eco-friendly materials such as
packaging made from bagasse, wooden spoons and forks, bamboo or paper straws,...
minimize the amount of plastic waste into the environment. Coming to Green Me,
customers will feel like they are also contributing a part to improving and preserving our
green planet.

Green Me has a great ambition to create a fantastic environment for Green Me

customers. This motivation thrives the investments into new technology and the creation
of the Green Me application. The App manages customer information, supports purchase
services in order to help customers developing a healthier lifestyle. Retaining customers
trust using the Green Me app might pose a problem. Certainly, if the interface of the app is
just simple to see the menu and order fast delivery, chances are that customers will get
bored and switch to more diverse ordering applications such as Grabfood, Foody, Now,
Delivery, ... To solve that problem, the app design department will integrate more useful
features such as monitoring the health status of customers, designing simple exercises and
menus for them, personalizing by chatbox and analyzing their purchasing data and habits,
regularly updating attractive promotions,...

The meaning of the Green Me app when it was born is becoming a valuable friend
for loyal customers of Green Me. After 1 year, there are expected to be 5000 app
downloads, and a portion of them will follow our instructions for menu development,
follow the workout plan and track their progress. Green Me will encourage customers to
share their results on the personal page with the hashtag, express their feelings after the
time of accompanying Green Me, we will try to turn it into a healthy trend, making people
more motivated to eat clean, practice health and live greener.

3. The third stage’s objective: Green Me is an enterprise that always cares about
social responsibility
Time: May 2020 – May 2021 (1 year)

Until now, Green Me has certainly built a certain number of customers and we will focus
on organizing activities towards more social responsibility. Green Me will participate in
the program "Running for health". This is an activity to raise awareness about the role and
significance of physical training and sports in protecting, improving health and quality of
life. Green Me wants to participate in this activity as a co-sponsor of the program, with the

20
expected participation of up to 8000 people. During operation, Green Me has support for
hats, fans and juices.

Green Me will organize "Loving breakfast" for patients who are suffering from incurable
diseases. Depending on the urgency of the situation at that time, we will consider which
hospital to support the children through the provision of nutritious soup and fruit juice,
expected to be 1,000 units. To create dishes suitable for children, Green Me will learn and
be guided by the hospital's specialized doctors to make the menu that best suits them.
Green Me is confident that we can contribute and build common benefits for society
through many different ways with different audiences.

Finally, to support the environmental protection work, Green Me will deduct 5% of the
profits from each year to contribute to the environmental protection fund. In addition,
Green Me will join the community as a sponsor in annual events such as Earth Hour,
World Environment Day, Green Summer, etc.

In conclusion, in all activities and campaigns, Green Me's brand identity must also be
clearly displayed. All goals have to be set based on the company's vision and mission. The
image management department must control PR activities, the messages must be
transmitted through the media correctly. And last but not least, the behaviour and attitudes
of all employees must always be up to the standards.

21