1.

Specific

https://vineco.net.vn/vineco-muon-thay-doi-tu-duy-lam-nong-nghiep-viet

https://vineco.net.vn/2-nam-quothanh-trinh-sach-tuong-lai-xanhquot-cua-vineco

https://cafebiz.vn/vineco-va-meat-deli-du-kien-chiem-35-thi-phan-thuc-pham-trong-vinmart-
20200112075535595.chn

- The first focus of this campaign is to increase the awareness of hydroponic vegetable products
to customers, helping customers become more aware of the clean vegetables grown using
hydroponics. VinEco's fruit and vegetable products currently account for about 29% of the
market share in VCM's stores, it is expected that VinEco will increase its proportion to 40%
compared to other vegetables and fruits. 3,200 billion VND in the end of 2020.

- Regarding individual plans for each brand, VinMart plans to open 20-30 new supermarkets
while closing up to 10 other supermarkets in 2020. Thus with the current 134 supermarkets,
VinMart is expected to have 10 more -30 supermarkets in 2020.

- VinMart + chain had 2,888 stores by the end of last year. In 2020, VinMart + opens 300-500
new stores while closing 150-300 inefficient stores. The total number of additional increases is
100-300 stores respectively.
- VinEco applies the process of "4.0 technology" to convert traditional vegetable production to
safe and advanced vegetable production, change the mindset of agricultural production in
Vietnam.

- In order to carry out the mission of spreading and contributing to change the thinking of
farming of Vietnamese people, Vingroup launched the program "Accompanying, supporting and
promoting agricultural production Vietnam" to receive agricultural products from Vietnamese
farmers themselves.

- VinEco provides clean, safe food for the health of consumers at a reasonable price.

- Regarding the distribution channel, VinEco fruits and vegetables are being distributed
exclusively at nearly 3,000 supermarkets, VinMart & VinMart + stores nationwide. Each month,
VinEco provides to the market thousands of tons of clean agricultural products such as: leafy
vegetables, root vegetables, seasoning vegetables, fruits ... With nearly 200 types, applied
automatic and closed control process. completely sealed in greenhouses, membrane houses
such as mushrooms, melon, cucumber, baby cucumber, sprouts and hydroponic vegetables,
other vegetables ...
2. Measurable
https://moavietnam.com/giai-phap-marketing-online-cho-kinh-doanh-rau-sach

- Today, besides buying clean food at stores, supermarkets, ... buying through online forms is
no longer too strange to consumers. Therefore, this marketing campaign, in addition to
promoting product recognition through direct purchase, will also focus on online shopping.

- When customers search for clean vegetable stores online, they usually look at the actual
pictures first, then they will go to the store's information channel to see detailed descriptions of
the product, commitment. quality, previous customer reviews, ...

- Therefore, the following online marketing tools will help Vineco catch the right mentality and
attract customers' attention for its clean vegetable business project:

• Facebook: Create a Fanpage with beautiful pictures of the store, pictures of all kinds of
products the store has and share about how to grow, commit to product quality, then advertise
Fanpage to customers. my target.

• SEO, Google Adwords: These 2 tools will help optimize the website on search engines with
keywords that must be carefully researched to meet the needs of customers.

• Website: Build a system of online clean vegetable stores to promote products in the best way,
provide full information to customers.

Among countless forms of marketing, it seems that online marketing is a low-cost but most
effective tool because online marketing will:
+ Increase sales for traditional stores

+ Only cost from 500 - 1000 VND for 1 potential customer

+ Increase brand awareness, cover the online clean vegetable market.

3. Achieved

- Starting programs to accompany, support, and promote Vietnamese agricultural production

through the association with 1,000 cooperatives and farmers' households to join Vineco in
supplying clean and safe agricultural products to the market.

- Organize direct visits to VinEco farms for the people to witness firsthand the safe agricultural
production process and practical experiences so that they will be more conscious and
understanding in choosing the best foods for yourself and your family.

- Distributing exclusively throughout the country through the VinMart hypermarket, VinMart +
store, and the Adayroi e-commerce site.

- Combining 5 most powerful online marketing tools today including Website, Facebook, Google
Ads, SEO and E-mail

=> This goal is realistic and feasible because Vineco is not tied to financial factors - Vineco is a
member of the VinGroup and was later transferred to Masan Consumer Corporation - Masan
Consumer Holding - the company occupies the 7th position in the list of Top 50 most valuable
brands in Vietnam 2016 and ranks 2nd in the consumer goods industry.

=> With the scale of more than 2,600 VinMart & VinMart + stores in 50 provinces, millions of
customers, and the system of 14 VinEco hi-tech farms, benefiting from more than 20 years of
experience in the field of Consumer export from Masan will develop Vineco increasingly strongly
and aim to bring Vineco products to the world.

4. Relevant

- VinEco currently operates 14 high-tech farms that meet VietGAP standards and is moving
towards GlobalGAP standards. VinEco products are increasingly diversified, from safe
vegetables and fruits to products with high nutritional and economic value such as temperate
mushrooms, melons, sprouts, hydroponic vegetables ...

- In addition, VinEco not only focuses on development in terms of scale but also is one of the
pioneers in applying scientific achievements in high-tech agriculture in Vietnam.

- Market demand for clean food products has never cooled down because vegetables and fruits
are one of the daily essentials. On average, VinEco provides the market with nearly 3,000 tons
of agricultural products each month and this number will continue to grow continuously. If any
other products are always struggling to find the output, VinEco's products are currently sold
exclusively at VinMart supermarket chains and VinMart + convenience stores.

- This is the supermarket system with the largest scale and coverage in Vietnam with more than
1,500 stores, present all over the country. This system helps VinEco to have a stable output,
ensure product storage conditions, help keep the freshness of agricultural products when it
reaches consumers.

- Vineco is absolutely the right company to achieve all of its goals thanks to its innovative
expertise in the production process, extensive farm size, dense chain stores, and solid business
background, with no strings attached.
5. Time-bound

https://vanhoadoisong.vn/web/trang-chu/khoa-hoc/suc-khoe/day-manh-san-xuat-rau-an-toan-
dap-ung-nhu-cau-nguoi-tieu-dung.html

- According to statistics of the Department of Agriculture and Rural Development of Ho Chi Minh
City, the demand for green vegetables of the city people is estimated at about 200-250 tons per
day.

- The whole city has only 6 cooperatives and 14 cooperative groups producing safe vegetables
with an output of about 3.5 - 4.5 tons / day. Therefore, places specializing in safe vegetable
business had to source from Da Lat, Tay Ninh, Long An ... Even when adding sources from
other places, the total amount of safe vegetables supplied to the city was still only about 10% of
demand. The remaining 90% of consumers are still eating “unclean” vegetables.

=> So it is necessary to implement an online marketing campaign offline right now and for a
long-term implementation for at least the next 5 years, in which the production and sale of
products in the domestic market is still not enough, but also towards marketing to export to
outside.

- Since its establishment, VinEco has determined that exporting is a long-term strategy. With
this goal, VinEco needs to actively participate in international fairs. The overseas trips of
Vietnamese agricultural products will make a strong impression on international friends.

=> Up to now, VinEco has had the first orders to export to Europe and is continuing to expand
its market share to other countries.