ASSIGNMENT 2

Qualifica
BTEC Level 4 HND Diploma in Business
tion

Unit
number MARKETING ESSENTAILS
and title

Submissi 14/11/2020 Date Received

on date

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 1st submission

Re-
Date Received
submissio
2nd submission
n Date

Group Student names & codes Final scores Signatures

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number: 1.NUYEN THANH PHAT GBS200539

2. LE THAO VY GBS190751

3. VU THI THUY LINH GBS

4. DUONG KHANH NGAN GBS

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 5. PHAN PHU TRUONG GBS200816

6. LE TRAN UYEN THAO GBS200505

Class GBS0901_NX Assessor name NGUYEN KIM HAO

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that

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making a false declaration is a form of malpractice.

P P P P M M M D D
1 2 3 4 1 2 3 1 2

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 OBSERVATION RECORD

Student 1 NGUYEN THANH PHAT

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Assessor
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Student 2 LE THAO VY

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Assessor
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Student 3 VU THI THUY LINH

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Student 4 DUONG KHANH NGAN

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Assessment & grading criteria

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Student 5 PHAN PHU TRUONG

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Assessment & grading criteria

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Student 6 LE TRAN UYEN THAO

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 Summative Feedback:  Resubmission Feedback:

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 Internal Verifier’s Comments:

Signature & Date:

Table of Contents

I. Introduction:.....................................................................................................................................22

II. Marketing mix:..................................................................................................................................22

A. The Marketing Mix 4 Ps:...............................................................................................................23

B. The Marketing Mix 7Ps:................................................................................................................24

1. Product:.....................................................................................................................................24

2. Promotions:...............................................................................................................................25

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 3. Prices:........................................................................................................................................28

4. Place:.........................................................................................................................................35

5. People:.......................................................................................................................................46

6. Process:......................................................................................................................................49

7. Physical evidence:......................................................................................................................55

III. Television Commercial (TVC):........................................................................................................61

IV. SWOT Analysis:..............................................................................................................................61

A. Strengths:......................................................................................................................................61

B. Weakness:.....................................................................................................................................62

C. Opportunity:..................................................................................................................................63

D. Threat:...........................................................................................................................................64

V. Marketing strategy:...........................................................................................................................64

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VI. Conclusion:....................................................................................................................................66

VII. Reference list:...............................................................................................................................66

I. Introduction:

Marketing may be a ceaselessly advancing teach and as such can be one that
companies discover themselves cleared out exceptionally much behind the
competition in case they stand still for as well long. One example of this evolution
has been the elemental changes to the fundamental Promoting blend. Where
once there were 4 Ps to clarify the blend, these days it is more commonly
acknowledged that a more created 7 Ps includes a much required extra layer of
profundity to the Promoting Blend with a few scholars going indeed going
encourage.

II. Marketing mix:

The marketing mix definition is straightforward. It is almost putting the correct

product or a combination thereof within the put, at the correct time, and at the
proper price. The showcasing blend is predominately related with the 4P’s of

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market, the 7P’s of benefit showcasing, and the 4 Cs hypotheses created within
the 1990s.

A. The Marketing Mix 4 Ps:

Product - The Item ought to fit the assignment buyers need it for, it ought to work
and it ought to be what the customers are anticipating getting.

Place – The item ought to be accessible from where your target customer finds it
most straightforward to shop. This may be Tall Road, Mail Arrange or the more
current choice through e-commerce or an internet shop.

Price – The Item ought to continuously be speaking to great esteem for cash. This
does not fundamentally cruel it ought to be the cheapest accessible; one of the
most principles of the promoting concept is that clients are as a rule upbeat to pay
a small more for something that works truly well for them.

Advancement – Publicizing, PR, Deals Advancement, Individual Offering and, in

more later times, Social Media are all key communication apparatuses for an
association. These devices ought to be utilized to put over the organization’s
message to the proper gatherings of people within the way they would most like
to listen, whether it be enlightening or engaging to their emotions.

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In the late 70’s, it was broadly recognized by Marketers that the Marketing Mix
ought to be upgraded. This driven to the creation of the Expanded Marketing Mix
in 1981 by Booms & Bitner which included 3 modern components to the 4 Ps Rule.
This presently permitted the amplified Marketing Mix to incorporate items that
are administrations and not fair physical things.

B. The Marketing Mix 7Ps:

1. Product:

The Product ought to fit the assignment buyers need it for, it ought to work and it
ought to be what the shoppers are anticipating to get. Compared to other water
sports such as scuba diving, flyboard, windsurfing, which have relatively expensive
experience costs, SUP rowing has a good and reasonable price to experience this
emerging form of sport. Besides, Saigon Sup Club also provides SUP rental services
for those who have tamed this subject wishing to experience themselves in other
places, whereas SUP players can buy accessories, repair, and refresh their boards.

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 2. Promotions:

Special promoting is the utilize of any extraordinary offer aiming to raise a

customer's intrigued and impact a buy, and to create a specific item or company
stand out among its competitors. Promotional materials can exist as a portion of
coordinate promoting, like mail or e-mail materials that incorporate coupons. They
can moreover incorporate challenges that empower interest with a company, or
item tests that offer something free to customers to create their intrigued within
the item. Advancements are too common amid live intuitive between clients and
sales representatives, empowering the buy of extra products. Ultimately, the
objective of any limited time promoting campaign is to raise mindfulness
approximately an item or increment its request. Special promoting has the
advantage of being profitable to both unused clients and existing customers. It
offers new customers a reason to undertake the item for the primary time,
whereas building devotion in existing clients.

Any company that can offer its clients a few extra advantages on best of their
typical buy can utilize special showcasing techniques. Retail and benefit suppliers
that work out of storefronts utilize limited time promoting procedures to extend
the sum of commerce they get. Other businesses that need to extend deals of
items that are harder to offer individually use what is known as point-of-sale
advancements to create other items more engaging to customers who have as of
now obtained something. The rebate strengths the phone-buying clients to
suppose having to pay full cost at the afterward time for the same product.

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Companies that showcase to other businesses moreover advantage from limited
time showcasing. A business-to-business advancement can moreover be as
straightforward as advertising a markdown to clients to construct brand devotion,
energize a deal, or provide the client the opportunity to pass the investment funds
on to their possess customers. Promotional promoting campaigns ought to
continuously keep a specific reason in intellect. A few advancements exist to bring
unused clients to a company, whereas others center on guaranteeing rehash
commerce from existing clients. Notwithstanding of who the target may, be a
company ought to have a clear objective that it can degree some time recently
beginning an unused special campaign. Companies must begin with decide their
target clients and how best to reach them. Diverse sorts of clients react well to
distinctive sorts of advancements. Maybe a company's normal client is likely to
utilize a coupon, or perhaps an in-store advancement would be more viable.

An advancement is not compelling if the open does not know around it, so the
eatery must moreover incorporate data approximately the uncommon offer in
promoting materials. The advertisement materials, whether shown in TV
commercials or coordinate mail things, increment mindfulness around the bargain.
At the same time, the advancement makes the ad's substance more curiously,
persuading more watchers to lock in within the advertisement.

At the conclusion of the advancement, the company ought to assess the viability of
the campaign. The company must analyze the effected of promotion strategy.
With the information accumulated amid the limited time campaign, the company

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can learn more around what its clients need and how to progress the utilize of
advancements in future campaigns.

Saigon SUP Club has attractive promotions and discounts to attract more new
customers. At the same time, create a close relationship with the former
members, and many other tours for players to experience. The program "MORE
FRIENDS MORE FUN": when customers using an on-site self-renting service with a
quantity of 8 SUP or more, customers will receive a 20% discount on the total bill,
when customers using a rental service of 6 SUP or more, customers will be entitled
to use the camping ground from 3 pm to 10 pm (electricity, water, and chairs are
available at the Club).

The program "PLAY SUP WITH 0 VND": for customers who have experienced
playing SUP at Saigon SUP Club and are looking forward to having more SUP trips
like that. Provided that players have participated in the training course at Saigon
SUP Club, and invite a group of 3 or more people who do not know how to rowing,
the player will receive a whole SUP free of charge for the referrer and get a free
bottle of mineral water.

“Happy Valentine's Day's Day” program: 20% discount on each SUP for couples
when renting services at Saigon SUP Club.

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 3. Prices:

One brand can sell at a higher price than other brands by creating more value for
the customer. In the Marketing Mix 4P model, the price directly affects the
consumption of the goods, thus determining the product's existence in the
market. For the Marketing Mix 7P model, price affects a lot of customer
satisfaction. This is one of the decisive factors in the development of a service.
Adjusting the price of products/services will have a big impact on the entire
marketing strategy, while also greatly affects the sales and demand of the
product/service. Besides, price is considered a competitive factor that attracts all
types of corporate customers. Therefore, building a reasonable price policy is
essential to help Saigon SUP Club establish an effective business strategy.

Rental service at Saigon SUP Club is SUP 11 "- 12" 6 feet: 300.000 VND / 3 hours 2.
SUP 14 "feet: 400.000 VND / 3 hours (included: SUP, Paddle, Wire leg, Life jacket).
Additional rental accessories: - Nature hike life jackets: 60.000 VND / day - Aqua
Marina feet wire: 40.000 VND / day - Aqua Marina oars: 80.000 VND / day.

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Another service in Saigon SUP Club is rental SUP for self-play.

Rent out SUP:

8 hours or more · 500.000 VND

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Board rental service (SUP): COMBO SUP 11 "- 11" 6

Included: 1 Board, Steamboat 1 Fin, Rudder 1 Paddle, Paddle 1 Leash, Foot strap 1 Pump,
Hand pump 1 Lifejacket, Life jacket 1 SUP bag, SUP bag.

Repair SUP

Service patching - Repair - Renew SUP boat board

Custom damaged actual state inspection for repair to determine the cost, the
minimum repair-patch is a minimum 350.000 to 3,5 million is the maximum. The
technique in SUP is very simple and can be done smoothly after just a few training
sessions. To play tame the subject effectively and quickly a client can sign up for a
beginner basic rowing training course. Customers will be trained in rowing
techniques for 2 hours both onshore theory and underwater practice. After taking
the basic course, customers receive a membership card and officially become a

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member of the Saigon SUP Club. Members of Saigon SUP Club will enjoy the same
benefits as the next time customer hire SUP experience - practice at Saigon SUP
Club will receive 15% off, and 15% off when customer buying any item on a fan
page or Sobie store, and 10% when customer making purchases on a fan page or
Water Pro store. Besides, to support players/members of Saigon SUP Club,
affiliates offer price support for members of Saigon SUP Club from 5% to 30%
depending on clothing, brands: Aqua Inc, Aqua Marina, Aquatone, Aztron, Shark,
Naturehike, Trans-E. The tuition SUP Program for beginner: 580.000 VND
($25)/person (included: basic paddle training for beginners (2 hours) practice in
land and river. Equipment provides are steamboat, life jacket, paddle, and foot-
wire. Also, Saigon SUP Club organizes the experience trips to explore Saigon in its
own way so that players can experience the new sport and enjoy relaxing
moments by the river after stressful study and work hours.

 “Discover the Coconut Canal in the heart of Saigon”

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 Service price for trip: 822.500 VND / person ($ 35)
Included: Basic rowing training to experience the trip. Leading customers
to explore the Coconut Canal in the heart of Saigon, 3km.
1. 1 bottle of mineral water.
2. 1 fresh coconut.
3. SUP included for customers and the instructor.
4. Adventure travel insurance included.

 “Break-taking view the high buildings from the million-dollar villas”

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 Service price for the trip: 940.000 VND / person ($ 40)
Included: basic rowing training to experience the trip. Leading customers to
explore Saigon in their own way and admire the high-rise buildings, 6km
and in 3 hours.
1. 1 bottle of mineral water.
2. 1 fresh coconut.
3. SUP (customer and coach).
4. Adventure travel insurance included.

 “Conquer the challenge Tour de Snoopy”

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Service price for the trip: 1.057.500 VND / person ($ 45)

Included: basic rowing training to experience the trip. Conquer the challenge Tour
de Snoopy, 13.2km, and in 3 hours to 5 hours.

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 1. 2 bottles of mineral water.

2. SUP included for customers and the instructor.

3. Adventure travel insurance included.

4. Place:

Place is a Location or channel analysis is an important section of the Marketing Mix

definition. Company must locate and deliver product in a place that's easily
accessible to company’s potential target. This often requires a deep understanding
of the market. From there, customers will find distribution channels that can
connect directly with company’s target customers. Since service delivery is
concurrent with production and cannot be stored or shipped, the place of the
service assumes importance. Service providers have to think special about where
services will be provided. (Accessed 10th Nov 2020)
This is another factor that creates value for customers. No one travels tens of
kilometers to a diner, so the right location is convenient and saves customers time.
One principle is that the customer tend to choice the near location, the more likely
it is that the customer will come to use the service.

Intensive distribution: This strategy can be used to deliver lower-priced products

that potentially drive a purchase. The items are stockpiled in bulk at the stores and

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 can include things like mint, gum, or candy as well as necessities. [Accessed 10th Nov
2020]

Source: https://ibuzzle.com/

Exclusive distribution: Exclusive distribution is a type of distribution in which a manufacturer or

supplier authorizes only one distributor in a particular area. Such a distributor becomes the sole
authorized seller of one or more of the manufacturer's products. [Accessed 10th Nov 2020]

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 Source: http://himarketing.vn/

Selective distribution means that a manufacturer uses several distributors that satisfy certain
conditions in a specific market area.This is the intermediate method between the two modes of
widespread distribution and exclusive distribution. Producers do not have to spend a lot of
money and do not have to distribute their resources to cover all locations of product
consumption, including small stores, while still able to build good relationships with mediate and
expect above-average sales results. [Accessed 11th Nov 2020]

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 Source: marketing91.com

Take an example of Smart watches like Samsung Gear 2 or Iwatch or Titan’s Xylys.

All of these brands are present in the outlets which are owned and operated by
the company. However, their company are also available in other outlets which
are famous for their turnover and the number of customers they serve.

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 Franchise: A franchise is a business franchise, which allows an individual or
organization to trade goods or services according to the form or method of
business that has been applied in practice by the franchisor in a specific area.
[Accessed 11th Nov 2020]

Source: https://webdoctor.vn/
List of 7 famous franchises in Vietnam:
 Pizza Hut
 KFC
 Lotteria

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 McDonald
 Jollibee
 Burger King
 Domino's Pizza

Saigon SUP Club (Address: 480/89 Binh Quoi, Ward 28, Binh
Thanh District)

Located on the banks of the Saigon River on Binh Quoi Street, Saigon Sup Club is an
interesting and fun place for everyone after a long week of hard work and study. This is also a
place for activities, exchanges and practice of sup boatmen living in Saigon. There are two
ways to reach the Saigon Sup Club ( boat or motocycle).

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If you do not want to venture and explore, do not choose to go here by motorbike,
because the road to here is very difficult and tangled, the roads are not paved and
only small as a motorbike wheel. If you were going in and meeting another car
coming out, it would be very difficult. The path here is characterized by the
countryside, the path has a lot of grass growing around with small rivers, without
barriers and in addition, there are many insects around. For those who love to
explore, take risks, and do not mind difficulties, this will be a valuable experience
for you personally.

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Our team chose to go by motorbike because partly we wanted to try the road
experience as well as the surrounding scenery, partly because we wanted to
overcome our fears and try our best. After we got to the place we wanted, we
both felt a bit scared and happy because this will be a memory that we will never
forget.

If you do not like adventure, heat and danger, you can choose a safer direction,
which is going to Saigon Sup Club by canoe. At 8:00 AM every day, there will be a

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canoe running schedule at the pier, you will have to register via fanpage to buy
tickets and talented and friendly canoe drivers will transport everyone to the
safest and fastest place. may. Canoeing will be cool and comfortable and
convenient for everyone. When transferring by canoe, during the period from 8:00
am to 3:00 pm, everyone should get adequate light, sunglasses, sunscreen,
camera, to enjoy the surroundings without getting sunburned.

There are some other places that visitors can try SUP in Ho Chi Minh City:

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1. Vietnam Sup Adventure:
Address: 34, No. 12, Ri verside Residential Area, District 7
Here allows everyone to hire the sup, then train everyone as professionally as
possible so everyone gets used to the sup. After that, each visitor will have a
chance to try this sport on the riverside of District 7. Also, they regularly organize
boat racing activities to attract tourists to come and participate.

SUP festival in Ha Giang – 24/10/2020

2. W.A.O SUP Saigon:

Address: 1 Hoang Sa Street, Da Kao Ward, District 1
This is a place for those who know how to paddle SUP, those who are good at this
subject who want to have their own space to practice for competition will often
choose this place. Because part of the price here is more expensive than others,
and the space will be more spacious and beautiful. In addition, this place is also
the place to regularly hold competitions abroad because the owner of this club is
Mr. Tommy Kaikane Kahananui - Hawaiian.

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If visitors want to see the views of tall buildings, peaceful residential areas, places
above will be the best choice for them. If visitors want to enjoy a peaceful
countryside setting with the trees, sit while rowing a SUP boat while drinking
coconut water along the river, Saigon SUP Club is always ready to welcome
everyone.

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 5. People:

One of the crucial elements of the marketing mix process is people. This includes
everyone who is involved in the product or service whether directly or indirectly
whereas not all customers can get in touch with these people. But all these people
have their own responsibilities and roles to play in the production, distribution,
and delivery of the products, marketing, and services to the customers.

In the marketing mix, modern marketing theories place people as the 5 th P, joining
the other 4 Ps namely:  product, promotions, price, and place.  Without people, all
these other Ps will not operate and complete a successful marketing formula.  This
field refers to those who are employed by the company to: develop, design and

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manufacture the products; do market research to research demand and
determine customer needs; manage the supply chain to guarantee timely delivery;
provide support and strong services; and serve as touch points for customer
interaction among others.

Beside from the management team, there are people down the road who are
responsible for coming up with the products and services of the company. Co-
operations and companies should investigate in the human resources managers
(HRM) for the operation process.  This is true for people in the entire organization,
from the managers to the ordinary workers.  By investing in high qualification HRM
will allow businesses to come up with the best products and services for their
target customers. The performer’s employee represents the brand of company,
which decided the image and experiments of customers.

These are the people who are supposed to know what the customers want and
what the best way is for these customers to get what they want.  Marketing
efforts are focused on generating leads and attracting prospects.  When the
prospects are ready to buy, these people make sure that the products and services
are accessible to them in the most convenient and affordable manner.  When
these people fail in their responsibility, the company will not be able to build a
substantial customer base to keep their business profitable.

Companies no matter how big or small require customer service to support their
products and services.  They should have the right kind of people manning their

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customer touch points.  For various of customers, this could make or break a deal. 
Customers always want to be assured that they can talk to people who are willing
and able to help them in case they have problems or concerns with the products
they bought or the services they availed of.  Companies should ensure that they
have customer-friendly people who are ready to serve their customers’ needs.

Customer service people can serve as a differentiating factor versus other

competitor companies.  There are products that serve the same purpose and are
configured the same way.  Customers, in these cases, look for brands and
companies that can offer them exceptional customer service.  It pays, therefore,
for companies to invest in training their customer service personnel.  This should
encompass both the technical as well as the personal aspects of the job.  This
means that they should be knowledgeable about the specifications of their
products and services.  At the same time, they should also be personable and have
the desire to serve.

It goes without saying that people have an impact on the overall customer
experience.  In the realm of marketing, giving customers nothing but the best
experience in using their products and dealing with their people is the key to
gaining more new customers and keeping more of the existing customers. 
Patronage and loyalty are end results of great customer experience brought about
by the entire marketing mix.

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 6. Process:

This is a stage for employee can performance their ability to contact with the
customers, which is the main channels for link the business with customers. It
includes the product distribution process, the payment process, and the import-
export process. Marketers need to ensure that all these processes are strictly
controlled and provide the best customer experience. A GOOD PROCESS IS THE
SHORTEST PROCESS. If the company have slowed and ineffective service delivery,
customers will annoy. It is difficult for frontline employees to perform their jobs
well, so productivity decreases and increased service failure. Therefore, the
process directly affects the marketing mix and the products they provide.

People process, possession processing, mental stimulus processing and

information processing are types of processes in the 7Ps marketing mix strategy.
Businesses select and use them to measure and monitor marketing goals.
Customers need to be present throughout the service delivery process to receive
the desired benefits. Managers must think about the process and what might
happen during the service delivery process because it helps them determine what
benefits are being generated. For example, travelers must do much work when
checking in to hotels, so marketers need to design an excellent process to avoid
annoying customers which boil the ocean. Secondly, possession processing is a
process that occurs on tangible products and customer assets, which takes place
without customers. For instance, the process of repairing a phone at a store only
requires the customer to leave the phone and to say the exact time to pick up the

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phone. Staff must finish repair and finish with the least steps (process) for running
with the time of customers. Moreover, mental stimulus processing involves
intangible actions directed at people minds. To have a daily news program aired
on television, the editors had to go through the process of finding and synthesizing
news of the day for the hosts to read it. Finally, information processing includes
intangible actions directed at the customer's property. Information is the most
intangible form of service output, but it may be transformed into more enduring,
tangible forms as letters, reports, books, tapes, or CDs.

Today, sub-boat is becoming one of the new sports, attracting those who love to
explore adventure entertainment games. The fun images, clips, and customer
comments before trying this new game are constantly updated by the team on
social networks. People with similar interests who want to try new things will pay
their attention to information about the team's sub boat rental service on
Facebook and Instagram. The team makes sure that guests have a pleasant
experience with the easy booking process. If a customer has been attracted to this
extreme sport, they can select one of the three options for their reservation.
Customers can book the team services by calling, chatting via fan page or directly
to the counter. Renting subs, life jackets and leg laces are the accompanying
activities of this service. Filming and photography services have also been added
by the team to help customer capture fun and exciting moments of the sport.
Customers can decline this service if they need privacy. Choosing the various form
of payment, such as cash payment or bank transfer, while is the last thing to book
this sub boat charter service. Team always creates the simple process with safety

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conditions for customers to have a great experience when participating in this
port’s activity.

Furthermore, they will implement a elementary process with customers before

the transaction occurs. Customers will be instructed on how to paddle, turn and
turn left and right on the shore by the staff. Once the customer understands the
above things, the team will bring the sub to the river and guide them to perform
safe operations. The team members are thoroughly trained and experienced in
this port. It creates trust and safety for customers to join. The service's procedures
are carefully and specifically prepared by the team to make this extreme sport safe
and easy for tourists.

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52
Figure 1-2: Advertising on Instagram

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54
 Figure 3-4: Instructions and practice on Saigon river shore

7. Physical evidence:

It is something exterior that providing the ability of high services. For instance,
music has opened in every place, and depend on each function of the area will
have a suitable melody. In the spa, there will be meditation songs that help the
customer feel relax and comfortable, or in the gym, a tune which powerful and
muscular will efficiently motivate gamers. A proper aroma that is soft and calm
might get to attract people than a regular aura.

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In Marketing, physical evidence plays a crucial role that affects the customers'
expectations and perceptions of service quality. A successful business is the one
who understands the importance of physical evidence, and then it can have a
perfect plan to promote its advantages. The tactics for establishing the physical
system must force to connect with the primary goals and vision of the business.
The business will receive its destination and develop its company in a better way.

Saigon SUP Club has wholly organized a perfect program of serving that satisfied
and supported every need of consumers. It aims to give high services and quality
products to customers by consistently putting efforts and enthusiasm into
innovating every day to bring the most benefits for its services. (Blog Du Lịch
Traveloka Việt Nam, 2018)

Saigon Sup Club also has a diverse typical type of material and different sizes and
depending on people's behavior. The way that Saigon Sup club has prepared many
colorful sups, detailed decorate performance, yet it brought back many fans and
satisfaction from consumers. Thus, each board brings back different experiences
for the customer, and with various options, people can choose what type of
standing paddleboard is right for them, the benefits of it, and how it will suit the
body. Furthermore, Saigon Sup Club also supplies several protective gears such as
life jackets, paddle sticks, etc. Eventually, the leader will conduct the newbie and
show them how to play it safe. During the time of playing, the lifeguard always
follows behind and lead them the right way to move. By showing incredible views,

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supplying coconut water, taking photos, or even filming, Saigon Sup Club will serve
according to the customer's demand.

In addition, the club has designed a board of introduction and instruction for the
new customer. Its board has shown up the meaning of SUP. SUP means “Stand up
paddle boarding”, it a sport that origins from surfing but more innovation. SUP is
not solely a sport is also a tool to build your body, increase the health status, and
the chance to make new friends. Sup designs for people of all ages and genders, so
everyone can join it. A wonderful message from Saigon Sup Club encourages
people to come and enjoy the sport with the best product and high quality of
services and give them the best experiences ever. (Digital Synopsis, 2016)

In Saigon Sup Club, one of the reasons that bring success for its club is the
excellent management and organization in places. It expands almost in each part
of Vietnam, includes a variety of locations. By way of that, it will get more
experiences for the consumers. Each location that Saigon Sup Club chose has
brought different feelings for the customer, such as quiet, sincerity, comfort, etc.
For example, Binh Quoi is surrounding by trees, coconut palms, and various high
buildings, so it quietly a combination of modern and traditional. Trees are
presentable for nature while the buildings are presentable for modernization.
Thus, Saigon Sup Club is an exact destination for everyone.

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Even though Saigon Sup Club has some advantages, it still has some drawbacks
behind. It is not easy to find a place to play sup or paddle boarding. Besides,
people must drive a long path on a narrow road that straightforward to fall if not
pay attention. There will have some direction board to guide the customer to find
the easiest way to come inside the place. Nevertheless, it still requires persistence
and patient while going. Also, the logo from Saigon Sup Club is attractive by using
a blue tone and white tone to emphasize the symbol. The psychology of using
color is a significant way to affect the customer's behavior and cognition. During
that, it will help the company renew the brand or build up the company again.
Brands mostly mix traits of two-color, and Sai Gon Sup Club also did.

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 WHO WILL PLAY SUP?
Employees, staff, teacher or even someone who
have a sedentary lifestyle, SUP for everyone

SUP can comfort the feelings and help people to

overcome stress and anxiety.
By playing SUP, it also a natural environment with
fresh air and a clean atmosphere or also
outstanding views.

Single or parents, students, or teenagers.

It an opportunity for meeting new people

and building a relationship
Family can be together and connect with
everyone.

Adventurous explorer or traveler

Ways of contributing muscle and getting a fit body

Having stunned brown skin or a nice body
A plan of changing the body into a better way

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 People who love nature or spending time
to get more knowledge about the
environment

Having a large knowledge of the

environment and seeing the sceneries

According to the data, the first impression attack on the customer's mind is visual
appearance. The ratio reveals 93% of people will focus the packaging and
performance, 3% of people will care about the texture of products and only 1% on
smell and scent.

The packaging and performance define as the primary core of the customer's
attraction. By choosing the color, designing the fitting size, creating a unique logo,
Saigon Sup Club has succeeded in interacting and connecting people. Likewise, it
helps them to increase revenue and gain more popularity for its brand.

In conclusion, Saigon Sup Club has succeeded in providing high service from
prospect to detail. By organizing an effective plan, increasing the services,
changing the products, and changing the myriad of places to satisfy the consumer,
it is a step to victory and gets belief from people.

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III. Television Commercial (TVC):

IV. SWOT Analysis:

A. Strengths:

Saigon Sub club have a marvelous and peaceful viewing. The culture of this activity
is also very diverse and attractive. People can dress up beautiful costumes in big
holidays like Christmas or Halloween and rowboat on the river, they can dance or

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listen to folk songs, watch folk dances, which is very closed to tradition of Vietnam.
People can enjoy the cuisine, do BBQ, or organize camping on the riverbank.

Rowing boat is a new outdoor activity with Vietnamese people; therefore, it can
be developed strongly in future. People participate in this water sport to have new
experience and knowledge; they also look for released mood and decrease stress.
There are many foreign tourists join in rowing boat and it is like a entertaining
game for them, so Saigon Sub club attract a lot of foreign people and Vietnamese
people as well. Indeed, Vietnamese people want to greet foreign tourist to
improve their English, and it is also a good way to make friends, learn new skills
and experience.

B. Weakness:

Inappropriate coastal planning has broken the landscape, causing environmental

pollution. The land fund along the coast is mainly for construction works,
especially high-end resorts and resorts that have affected the marine tourism
activities of tourists ... The brand of marine tourism is also not focused on building
properly so that visitors can be interested.

Tourism products are still poor. Although for many years invested in
infrastructure, the Saigon sub club is still very poor in tourism products. Tourism
products are still not strong enough to retain customers. Local products have not
been researched for development. There are not many night service activities such

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as entertainment areas, unique commodity commercial areas for tourists to spend
their money.

Human resources for the water sport industry are insufficient and weak. Tourism
businesses and the local community are not fully aware of the promotion of the
image and brand of Saigon sub club by own service quality, service attitude, and
behavioral culture for visitors. In addition, the workforce's foreign language ability
is weak, affecting the service customer of foreign tourists.

C. Opportunity:

The special weather in Vietnam is a big change to develop and open the size of
Saigon sub club. People and plan and arrange the schedule base on weather. They
also can organize big event base on holidays in years, which is very new and
attractive to Vietnamese’s people.

The trend of international integration brings many development opportunities for

nationwide in general and Saigon SUP Club in particular. The number of
international tourists to Vietnam and Saigon SUP Club is increasing strongly.

Joining the WTO organization brings Vietnam in general and SG sub club in
particular many opportunities to access potential markets and attract tourists and
is also a favorable factor to bring back investment sources of other countries.

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Training programs to improve the quality of human resources to apply the needs
of integration and development of the city. Politics stable for a long time.

D. Threat:

Integration creates the risk of damaging the environment and landscape, the
marine environment is in red alert, demonstrating the inadequacy in the
management of the macro-level planning and development orientation.

V. Marketing strategy:

Local image is a combination of beliefs, ideas, and impressions that people have
about that local city. Images represent the simplification of most of the
relationships and pieces of information associated with local place.

This is the first step in marketing the image of the city to tourists. This place as an
ideal place to travel, to relax and admire its scenic beauty. To create the
impression of local people, it is necessary to build an attractive and unique local
image. When introducing the image of the city, we can use the slogan: "Saigon
SUP Club - the ideal meeting place". Raising awareness of the people about
cultural attitudes and behaviors towards tourists is an activity that needs to be
consider carefully today

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First, it is necessary to improve the quality of human resources. To perform well
marketing activities, Saigon sub club needs to value the workforce. In the short
term, it is necessary to review and reevaluate the workforce, thereby building a
reasonable training plan. Especially, create favorable conditions for vocational
colleges and community colleges to operate, so that they can easily attract high
school graduates to join vocational training, helping them to have a technical
career. Firmly, contribute to the tourism development of the City.

Second, branding and marketing. Carrying out the media to promote with many
categories, reportages introducing the potential of Saigon sub club, hidden beauty
of Vietnam. Promote Saigon sub club by hiring a professional local or foreign PR
company to organize major PR events of SG sub club. Providing travel information
through website, email, Facebook, fan page, link to famous websites such as
Google, MSN, Bing, Yahoo for foreign visitors to find easily.

Budget for advertisement in social media (Facebook and Instagram) is depended

on impression, CPC (Cost Per Mile), CTR (click-through-rate), and CPM (Cost per
Impression). Then we apply the formula of CPE (Cost per Engagement) to maintain
the budget is

CPE = Total amount spent/ Total measured engagement

And the specific number of budgets will be giving the next report.

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VI. Conclusion:

Promoting may be a ceaselessly progressing instruct and as such can be one that
companies find themselves cleared out especially much behind the competition in
case they stand still for as well long. One illustration of this advancement has been
the natural changes to the basic Advancing mix. Where once there were 4 Ps to
clarify the mix, these days it is more commonly recognized that a more made 7 Ps
incorporates a much required additional layer of significance to the Promoting Mix
with a couple of researchers going without a doubt going energize.

VII. Reference list:

Digital Synopsis. (2016). The Psychology of Colors in Marketing (Infographic).

[online] Available at: https://digitalsynopsis.com/advertising/psychology-of-colors-
in-marketing/.

www.facebook.com. (n.d.). Saigon SUP Club. [online] Available at:

https://www.facebook.com/saigonsupclub/ [Accessed 14 Nov. 2020].

Blog Du Lịch Traveloka Việt Nam. (2018). Chơi gì ở Hà Nội những ngày thu? Thử
“SUP” chứ! - Traveloka Golocal. [online] Available at:
https://blog.traveloka.com/vn/choi-gi-o-ha-noi-sup-ho-tay/ [Accessed 14 Nov.
2020].

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Bhasin, H. (2019) ProcessInMarketingMix – Concepts&TypesOfProcesses[Online].
Available at: https://www.marketing91.com/process-in-marketing-mix/(Accessed:
November 8th, 2020)

Singh, R. (2018) Whatare the 7Ps ofMarketing[Online]. Available at:

https://medium.com/the-startup-growth/what-are-the-7ps-of-marketing-
ad2572f7eb16(Accessed: November 8th, 2020)

https://winerp.vn/7p-trong-marketing-mix-la-
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2020]
https://ibuzzle.com/advantages-disadvantages-of-intensive-distribution [Accessed
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https://vietnambiz.vn/phan-phoi-doc-quyen-exclusive-distribution-loi-ich-cua-
phan-phoi-doc-quyen [Accessed 10th Nov 2020]
http://himarketing.vn/2015/12/08/exclusive-distribution-dai-ly-doc-quyen/
[Accessed 11th Nov 2020]
https://vietnambiz.vn/phan-phoi-chon-loc-selective-distribution-la-gi-
20190919195937012.htm#:~:text=Ph%C3%A2n%20ph%E1%BB%91i%20ch
%E1%BB%8Dn%20l%E1%BB%8Dc%20l%C3%A0,v%C3%B9ng%20th%E1%BB%8B
%20tr%C6%B0%E1%BB%9Dng%20x%C3%A1c%20%C4%91%E1%BB%8Bnh.
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