BỘ TÀI CHÍNH

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA MARKETING
----------

MARKETING MANAGEMENT

MARKETING PLAN

Thành phố Hồ Chí Minh, 2021

 BỘ TÀI CHÍNH

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA MARKETING
----------

MARKETING MANAGEMENT

MARKETING PLAN

Sinh viên thực hiện: Nguyễn Thị Lan Nhi

Đỗ Ngọc Thanh Ngân
Trương Thị Tố My
Nguyễn Đặng Bạch Linh

Thành phố Hồ Chí Minh, 2021

 CONTENTS
1. Executive Summary ...................................................................................................... 1
2. Situation analysis .......................................................................................................... 1
2.1. Market Summary.................................................................................................... 1
2.1.1. Market Demographics ..................................................................................... 2
2.1.2. Market needs ................................................................................................... 3
2.1.3. Market trends................................................................................................... 3
2.1.4. Market growth ................................................................................................. 3
2.2. SWOT Analysis ..................................................................................................... 4
2.2.1. Strengths .......................................................................................................... 4
2.2.2. Weaknesses ..................................................................................................... 5
2.2.3. Opportunities ................................................................................................... 5
2.2.4. Threats ............................................................................................................. 5
2.3. Competition ............................................................................................................ 6
2.4. Product offering ..................................................................................................... 8
2.5. Keys to Success ...................................................................................................... 9
2.6. Critical Issues ......................................................................................................... 9
3. Marketing Strategy ...................................................................................................... 9
3.1. Mission ................................................................................................................... 9
3.2. Marketing Objectives ............................................................................................. 9
3.3. Financial Objectives ............................................................................................. 10
3.4. Target Markets ..................................................................................................... 10
3.5. Positioning ........................................................................................................... 10
3.6. Strategies .............................................................................................................. 11
3.7. Marketing Mix ..................................................................................................... 11
 3.7.1. Product .......................................................................................................... 11
3.7.2. Price ............................................................................................................... 12
3.7.3. Place .............................................................................................................. 12
3.7.4. Advertising and promotion ........................................................................... 12
3.8. Marketing Research ............................................................................................. 12
4. Financials ................................................................................................................... 13
4.1. Break-even analysis ............................................................................................. 13
4.2. Sales Forecast ....................................................................................................... 13
4.3. Expense Forecast.................................................................................................. 13
5. Controls: .................................................................................................................... 13
5.1. Implementation .................................................................................................... 13
5.2. Marketing Organization ....................................................................................... 13
5.3. Contingency Planning .......................................................................................... 13
REFERENCES .................................................................................................................... 1
 MARKETING PLAN
1. EXECUTIVE SUMMARY
Environmental pollution is getting more and more serious, affecting the lives and
health of people. With a clean house, it is not enough, it is important to have a fragrance
and solve problems causing water pollution and protecting the environment. A small act,
but both helps me and help the community, mother nature.
A dish soaps Co Ca Chua product of Co Ca Chua brand under Green Herb
Development Joint Stock Company is a biological product, mainly fermented from tomato,
using biotechnology to clean. Habitat and filter wastewater sources. A dish soaps Co Ca
Chua was born with the main mission of protecting the water environment, contributing to
the regeneration of canals and lakes.
Even though it has been released for more than 1 years and 8 months, but up to now,
Co Ca Chua has not been profitable. According to recent research results of Neilsen, people
with Y and Z genes have a lot of need to find products from companies with environmental
protection campaigns. Because the mission of a dish soaps Co Ca Chua detergent is aimed
at customers interested in the environment, the company decided to do research to identify
and clarify the buying behavior of potential customers. And from that, choose the correct
market segment, bring the product closer to consumers after 18 months. Desiring to bring
a more comprehensive view of the brand, devise a quick market penetration strategy step
by step to achieve the set business goals, as a perfect solution to help them protect their
health, just get a light, pleasant home care experience.

2. SITUATION ANALYSIS
2.1. Market Summary
Co Ca Chua possesses good information about the market and knows a great deal
about the common attributes of the most prized customer. This information will be
leveraged to better understand who is served, what their specific needs are, and how Co Ca
Chua can better communicate with them.

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2.1.1. Market Demographics
Market demographic refers some essential factors of the company such as customer
of the companies, companies target market area's customer. Mainly those customers who
is purchasing Co Ca Chua and it using. The profile for the typical Co Ca Chua customer
consists of the following geographic, demographic, and behavior factors:
Geographic
▪ City of residence: Hanoi and Ho Chi Minh City.
▪ Population: nearly 17 million people (8 million in Hanoi and 9 million in HCMC)
▪ Level of environmental pollution: Urban wastewater pollutes the most water
sources, only 12.5% of urban wastewater is treated before being discharged into the
environment. And domestic wastewater accounts for 30% of the wastewater
discharged into lakes, canals and rivers
Demographic
On the basis of demographics (gender, age, income), Co Ca Chua segmented the
market into typical customer groups such as women (unmarried and married). ), in working
age (15-59 years old), have low, medium, high income.
Psychographic
They are perfectionist, prefer convenience (when buying), care a lot about safety and
environmental protection when using home care products, and are strongly influenced by
messages. inform the meaning of the environment. These subjects already know or have
used some organic cleansing brands by updating their social media information, relatives
and friends. They know and pay attention to green living through the plastic waste issue
most.
Behavior factor
▪ Pay most attention to safety when using, protect the environment and price when
choosing to buy cleaning products.
▪ Knowing Co Ca Chua through friends, relatives, and social networks.
▪ The highest rating on the level of environmental protection of Co Ca Chua products.
▪ Choosing Co Ca Chua products is mainly due to product factors.

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 ▪ Will change to another organic cleaning product if it has better cleaning ability,
cheaper price, and brings more benefits to the environment.

2.1.2. Market needs

▪ High Quality Products: Customers want a natural dishwashing liquid, providing
100% safety of health concerns, avoiding harmful chemicals and removing all
grease and stains.
▪ Reasonable price: For the majority of customers, the price is also a part of the benefit
for any product. For organic dishwashing liquid, the price should not be too much
higher than other dishwashing liquid. But it helps to protect the environment and
family health.
▪ Safety for health: To help customers wash their dishes does not require gloves and
protects against peeling of their hands. The product does not contain chemical
cleaning agents, and is safe for sensitive hands.

2.1.3. Market trends

Green lifestyle
In recent years, in the context of serious environmental pollution, green living is a
global trend spreading the spirit. The crowning of green livingism is the premise for the
2020 trend: green consumption. According to Trendwatching's prediction, millions of
Vietnamese consumers will switch to using environmentally friendly products and
services.
The trend of choosing organic products
In modern society, the more people are interested in spiritual life and health, the more
important it is, the more wise consumption trend is to use organic products, organic
standards. The chemicals have caused many dangerous diseases for people, using organic
products will reduce the risk of cancer. It can be seen that the selection of organic products
is becoming a modern, smart consumer trend as well as opening up many development
opportunities for businesses investing in this field.

2.1.4. Market growth

Revenue on Home Care market in Vietnam is 2,062 (2019) and 2,115 million USD
by 2020, of which the largest market segment is Laundry with 966 million USD.

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 The annual growth rate is projected to be around 2.2% (CAGR 2020-2023). In which,
household cleanser has the top growth rate, followed by laundry care, polishes, room scents
& insecticides, and dishwashing.

2.2. SWOT Analysis

SWOT analysis is indicating the combination of Market strength, Weakness of the
company and opportunity, threats of the competitors in the competitive market of the
world.

2.2.1. Strengths
▪ Using bio-technology, friendly with environment and user
▪ Advanced production chain, standardize technology, upgrade quality
▪ Hai Anh- "witch" scent concoction - Co Ca Chua's partner
▪ As one of the 7 enterprises visited by the Deputy Minister of Science and
Technology
▪ The parent company is Green Herb Development Joint Stock Company with many
years of experience
▪ The brand follows the green trend, protecting the environment
▪ Abundant source of ingredients from tomatoes
▪ Start a business with the spirit of "Made in Vietnam" that the Government has called
for
▪ Brand "Co Ca Chua" is close and impressive after being introduced for the first time

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 ▪ Consumers are very concerned about the health of their relatives and family.

2.2.2. Weaknesses
▪ The market for organic detergents is still new, with some inaccessible
▪ Distribution channels are not appreciated, there are no official stores
▪ The price is a bit high compared to the quality
▪ Not strong focus on 1 product to make a mark
▪ Large-scale competitors
▪ Firm size accounts for only a small part of the market
▪ Not much advertising and promotion

2.2.3. Opportunities
▪ State promotes environmental protection policy
▪ Vietnamese people gradually turned to support Vietnamese goods
▪ The intellectual level of the people is getting higher and higher, the awareness of
environmental protection
▪ Consumers are increasingly interested in natural products, green products, and
health safety
▪ Tomato farming technology has evolved
▪ Vietnam's population is about 96.2 million, of which 50.2% are female - the main
factor for shopping

2.2.4. Threats
▪ COVID-19 epidemic indirectly affects Vietnamese businesses, GDP will decrease
if the epidemic breaks out again in 2021.
▪ People's income decreased, affecting the saving and spending limit
▪ The unemployment rate in the working age of 9 months of 2020 is 2.48%, 1.14 times
higher than the same period last year.
▪ Competitors in home care industry occupy a large number both at home and abroad
▪ Competitors invest in advanced technology
▪ Investment costs for environmental protection solutions are high.

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2.3. Competition

Seventh
Ecocare Layerclean Frosch
Generation

▪ 100% ▪ Tested by ▪ Sign up for ▪ Using 100%

recycled the German a free trial recyclable and
plastic bottles Technical and a recyclable
▪ International Inspection product materials
safety Agency return ▪ Environmentally
certification TUV-SUD policy validated
▪ Presented ▪ INTERTEK ▪ Distribution (EMAS III)
throughout is certified network ▪ Meets biological
the in the UK across the standards - BIO
supermarket ▪ Cooperation country - since 1986 in
chains in with Germany
Strengths
North German
America such Brenntag
as Target, Group
Walmart
▪ Under the
Unilever
group
▪ The shelf life
is longer than
other
products

▪ Dishwashing ▪ Takes a lot ▪ Less ▪ The product has

liquid of time to foaming, a high price
produces less soak and difficult to compared to the
foam and clean clean market
washy mulberry
Weaknesses stains
▪ The
packaging
is made of a
soft plastic
material

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 that is easy
to break

▪ Use recycled ▪ The product ▪ Use Sodium ▪ The product

and post- has natural lauryl does not cause
consumer ingredients sulfate and greasiness when
Product such as the Coco used, does not
materials in
difference the packaging essence of Glucoside have to be
▪ Use orange, from plant rinsed
compared
phosphorus- jasmine, and sources repeatedly
to Co Ca
free and cinnamon ▪ Neutral pH
Chua chlorine-free ▪ Extremely
ingredients of strong cleaning
plant origin but safe for
health

▪ 55,000 ▪ 69,000 ▪ 28,500 – ▪ 190,000

Price VND/750ml VND/500ml 31,500 VND/750ml
VND/800ml

▪ A leader in ▪ Market ▪ Expanding ▪ Market

green expansion. market, at penetration,
cleaning The the product
products. The company's forefront of development
motto "in commitment technology and
each of our is to innovation. diversification
Strategy actions, we constantly The goal is
consider its research, to become a
impact on the improve and leading
next seven improve company in
generations" product the field of
quality organic
products

7
Positioning map

2.4. Product offering

▪ By the method of bio-fermentation, Co Ca Chua helps to clean dishes, even though
the materials are porcelain, glass, and crystal ..., creating a bio-gloss film that protects
objects from harmful bacteria. No chemical residues on the dishes, no erosion of porcelain
enamel, helping to increase product life.
▪ In addition to its cleaning function, Co Ca Chua also deodorizes, disinfects bacteria
and mold. Safe for all ages and you can save water because the solvent is safe.
▪ In particular, after washing wastewater flows into the sewer bed, microbiological
fermentation continues to contribute to the removal of grease clinging to the water pipe,
saving money for drainage. On the other hand, continue to deodorize, kill harmful bacteria

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in the sewers where your water spills out as much as possible, in harmony with the
environment.

2.5. Keys to Success

The keys to success are designing and producing products that meet market demand.
In addition, Pegasus must ensure total customer satisfaction. If these keys to success are
achieved, it will become a profitable, sustainable company.

2.6. Critical Issues

▪ Currently, Co Ca Chua accounts for only a small share of the organic homecare
market. The brand's products only achieved moderate priority over their
competitors.
▪ Co Ca Chua is having problems building image and conveying brand value to
customers.
▪ Communication channels and distribution channels are not really effective. Very
few customers know Co Ca Chua through advertising.
▪ The product has quite good quality with natural products, wholesome, safe for the
skin, has a mild fragrance and is environmentally friendly.
▪ The price is high but it meets the right target customers.

3. MARKETING STRATEGY
3.1. Mission
▪ For customers: Bring a clean and healthy living environment for customers'
health.
▪ For society: Protect living environment for the sake of sustainable
development of society.
3.2. Marketing Objectives
▪ Maintain positive, strong growth each quarter. (from the third quarter of 2021
to the end of 2022 - 18 months)
▪ Achieve a steady increase in market penetration.
▪ Decrease customer acquisition costs by per quarter.

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 ▪ Completing the system and increasing the awareness of "Ca Chua rua chen"
to customers.
▪ Consolidate and increase customer loyalty to the "Ca Chua rua chen".
▪ Building a "green, environmentally friendly" brand image in the minds of
customers.
3.3. Financial Objectives
▪ Increase profit margins to 2% per quarter.
▪ Ensure capital sources for production and business activities.
▪ Minimize production costs and improve efficiency in using capital to get
profits.
3.4. Target Markets
With the rapid change of modern lifestyle, women still play a very important
role in managing housework. Most women love to shop, which is an important
determinant of spending on household appliances, tools and products. Miss Tomua's
target market group is mainly women of working age (18-30 years old), married or
unmarried, earning 5-15 million, living in HCMC. According to statistics, Ho Chi
Minh City currently has about 1.5 million women aged 18-30 (about 16.7%), this
number is relatively high and will continue to increase in the coming years and
generations. The 21st century also continues to participate in this market segment.
More specifically, this segment focuses on women who are homemakers, especially
those who tend to protect the environment, and are conscious of maintaining their
own health and their family's health. As their awareness grows, they will become
more interested in natural and durable products and are willing to pay higher prices
than other conventional products.
3.5. Positioning
"Co Ca Chua" will position itself as the a safe, highly effective and cheap organic
cleaning product. This positioning will be achieved by:
▪ Complete the product in low-cost aspects: add women's favorite scents,
product capacity,...
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 ▪ Keep the same price, increase perceived value for customers.
▪ Increasing the popularity of the Co Ca Chua brand line.
3.6. Strategies
Co Ca Chua' s aim is to represent high quality organic natural products, meeting the
needs of customers not only in Ho Chi Minh City but also in many other places. Marketing
strategy is the first step to increase brand awareness of customers for the types of products
that the company provides to help customers understand and understand each type of
product. With the message that Co Ca Chua wants to be a business specializing in providing
healthy and environmentally friendly products, the message can be conveyed through
communication plans (such as advertising,... ) to increase customer preference. In addition,
using the website has become a place to provide products that are very suitable for the
current 4.0 technology environment, thereby creating many buying opportunities for
consumers. This will help Co Ca Chua increase revenue and have a sustainable competitive
advantage.
The second marketing strategy is the public relations (PR), after increasing the
identity and number of customers, the PR factor will help customers have a new
understanding of the product and the business they trust, creating trust and maintain
customer relationships by building a positive brand image through word of mouth,
promoting customer reuse campaigns by shipping bags and products. Package,
encouraging salespeople with incentives,... from that will attract more potential customers
and still retain customers who are using Co Ca Chua products.

3.7. Marketing Mix

3.7.1. Product
▪ Researching and announcing the new "appearance" of Co Ca Chua products: green
and environmentally friendly packaging (products, refill bags).
▪ Promoting product perfection based on customer feedback: launching new scents
and improving cleaning efficiency: cleaning ability reaches 90% (reaching
satisfaction 4.5 / 5)
▪ Develop product combos with accompanying gifts (hand sanitizer + dish soap +
clean water + dishwashing loam) to promote buying behavior

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3.7.2. Price
▪ Offers fixed products at fixed prices
▪ Consult the market price of products in the industry, offer the right product to
increase sales and maximize profits
▪ Pricing the new product in accordance with the market prior to launch

3.7.3. Place
▪ Build a clear relationship of rights and obligations between Co Ca Chua brand name
with personal intermediaries and agents (including issues of discount, e-commerce,
refill, media ...)
▪ Distribution channel expansion: Focusing on e-commerce channels (Shopee,
Lazada and Tiki) of owner Co Ca Chua
▪ Distribution channel expansion: Focusing on supermarkets, specialized stores,
convenience stores.
▪ Distribution channel expansion: Focusing on agents, sales intermediaries.

3.7.4. Advertising and promotion

Advertisement
▪ Organize integrated communication strategies to increase Co Ca Chua brand
awareness
▪ Use available websites such as facebook, website (Thao Moc Xanh, Co Ca Chua)
Promotion
▪ Create product awareness among pioneering customers and dealers.
▪ To stimulate consumption towards customers who are wholesale and retail
distributors for the brand's products.
▪ Promotions are hit hard to encourage customers to try it out.

3.8. Marketing Research

The group proposed to do research and survey target groups from 18 to 30 years old,
focusing on surveying women living in big cities. Be aware of environmental issues and
organic products, take care of the health of themselves and their families, and have a basic
understanding of online shopping. The research process will be conducted according to
two main methods: qualitative research and quantitative research, from which to draw
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conclusions about consumer perception, attitudes and assessment of the organic cleaning
industry in general and Co Ca Chua brand in particular and propose a number of solutions
and directions for the customer side. From valuable feedback on the product and has led to
a number of improvements in quality, design, and price of the product to be able to compete
with products in the same industry.

4. FINANCIALS
4.1. Break-even analysis
4.2. Sales Forecast
4.3. Expense Forecast
5. CONTROLS:
The purpose of Co Ca Chua’ marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance:
▪ Revenue: monthly and annual
▪ Expenses: monthly and annual
▪ Customer satisfaction
▪ New-product development
5.1. Implementation
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and on budget.
5.2. Marketing Organization
Brand Manager will be responsible for the marketing activities.
5.3. Contingency Planning
Difficulties and Risks
▪ Problems generating visibility, a function of being an Internet-based start-up
organization
▪ An entry into the market by an already-established market competitor
Worst-Case Risks

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▪ Determining that the business cannot support itself on an ongoing basis
▪ Having to liquidate equipment or intellectual capital to cover liabilities

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REFERENCES