NGUYEN MY KHANH

10190531
 Table of content

Introduction................................................................................................................................. 3

Major findings............................................................................................................................. 4

Part A.......................................................................................................................................... 4

Marketing mix......................................................................................................................... 4

Part B.......................................................................................................................................... 9

Company Overview................................................................................................................9

Current Marketing Analysis..................................................................................................10

Marketing objectives.............................................................................................................11

Segmentation, Targeting and Positioning (STP)...................................................................12

Tactics and Action................................................................................................................14

Evaluating and Monitoring.......................................................................................................

Conclusion................................................................................................................................ 15

Appendix................................................................................................................................... 16

References................................................................................................................................. 17

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 Introduction
With the desire to equip soft skills for students between the ages of 6 and 14, Personal
Development Institute (PDI) establish to support them become global citizens. Besides,
connecting parents with their children is also a long-term purpose that the company is aiming for
because only understanding can make children confident to maximize their abilities.

Founded in September 2012, Love and Aspiration Foundation organization was established to
provide long-term and comprehensive support both physically and mentally to children in
secondary school, high school, and the children who lack family care. The organization's motto
of action is "Wealth is only a means, and people are the destination." Therefore, after more than
eight years of operation, Aspiration still steadily encourages and builds beliefs about a better
future for children amidst love and sincerity.

This report initiates to compare and evaluate the 7P strategy of the two companies, hence,
creating and developing the marketing plan so that the company can reap more success.

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 Major Findings
Part A:

1. Marketing mix (7Ps):

Personal Development Institute Aspiration Investment and Trading

Joint Stock Company
1. Core product: consulting education and 1. Core product: Education, orientation,
equipping life skills and financial support for orphans and
2. Product Line: Courses relevant to Child underprivileged children.
Safety Skills, Social Skills 2. Product Line: Encourage the spirit,
Development, Nature and Science build values on the core of ethics and
Discovery, Psychological Counseling love, as well as support orientation
Services, PDI Membership Program. and skill training activities for
3. Characteristic: Establish a community children.
Product that supports students to hone, practice, 3. Characteristic: Arouse the love and
and share their knowledge, skills, and shared responsibility of the
philanthropic values in life. In addition, community towards poor children.
connecting parents with the same desire Create more opportunities for
to accompany their children, giving underprivileged children to develop,
awareness, experiences, and parenting as well as promote community value
methods is also a task that PDI is trying in impoverished rural areas and
to accomplish. remote locations.
The PDI's pricing strategy is pricing based Aspiration was established to help and
on value (price based on perceived worth). connect knowledge for children in
The prices for the courses extend from VND difficult conditions. Therefore, all
5,500,000 to VND 6,000,000 for 10 lessons secondary school and high school students
Price
(pdi.edu.vn, 2020). Based on the price, it with special circumstances will be
can be recognized that the customer segment supported 100% financially as well as
that PDI targets are high-income customers mentally (khatvong.edu.vn, 2020). The
who aspire their children to learn, customer segment that the company
experience, and improve soft skills in targets are disadvantaged children in
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 addition to learning theory at school. The society, so the company needs more
high price also partly reflects the quality and supporters to continue the journey of
value of the course that PDI is exercising. building dreams for them.
However, this price is difficult to reach
many parents in Vietnam. Therefore, to
attract and retain more clients and customer
segments, businesses should spend time
researching and analyzing more about prices
of competitors in the same field to be able to
come up with the most reasonable price.
Currently, the Personal Development 87 Nguyen Thai Hoc, Dong Da, Hanoi is
Institute - PDI has only one branch in Hanoi the only location and branch of Love and
- Times Tower Building, 35 Le Van Luong, Aspiration Foundation (khatvong.edu.vn,
Thanh Xuan. The above address is also the 2020). However, because the area of
student's main study location. Particularly operation of the corporation is nationwide,
for courses that need to be outdoor the problem of moving as well as bringing
activities, students will move to 25T2 Yard, children to the shared house of Aspiration
Place Nguyen Thi Thap, Cau Giay to participate in is one of the difficulties facing the
the class (pdi.edu.vn, 2020). With a small organization.
number of branches and limited scope of
operations, PDI will find many difficulties
approaching parents who wish to let their
children take part in personal development
classes throughout Hanoi.
PDI Membership Program, which is a Aspiration Summer Camp is one of the
gratitude program for elementary and junior annual programs conceptualized and
high school students and parents of PDI implemented together by teachers in the
Promotio
members. The way that the program organization to provide a useful
n
operates through organizing online and playground for children in the shared
offline activities. Members will be able to house. Summer camp takes place for six
participate in offline activities in 2 sessions / days. The event was created to
1 month. Besides, PDI also design communicate, connect, and spread

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 experience activities, connecting with other spiritual values to all children in the same
groups/organizations/clubs in other areas to situation across the country. Besides, the
help children sympathize and share. In Ba Vi general house project was also
particular, PDI will develop together with implemented and built to welcome and
members to develop and implement plans create more learning opportunities for
for each participant by organizing one-to- children in difficult circumstances
one coaching for each member quarterly. (khatvong.edu.vn, 2020). Consequently,
Besides, PDI also provides many privileges encourage and motivate them not to feel
for members, including free for members, inferiority, guilt, still have more strength
parents when attending club activities, to keep going.
discount of 50% when attending seminars
hosted by PDI which invited famous
speakers, and discount of 30% when
participating in picnics (pdi.edu.vn, 2020).
This program develops to maintain the
connection and loyalty of customers because
they feel that PDI not only provides quality
courses but also accompanies parents in the
upbringing process. Therefore, contributing
to promote and honor family education is
the core value that the enterprise desires.
Since PDI is an educational institution, the For a volunteer organization like
recruitment requirements of the company Aspiration, the human factor becomes
are extremely serious and demanding for even more precious and respectable. The
candidates with high professional founder, advisory board, executive board,
People
qualifications. The faculty team is divided volunteers, and associates - all of whom
into three groups that including the Natural join the organization due to sharing and
Science group instructors, the safety skills sympathy with underprivileged children
group instructors, and the Social Sciences without material and profit. Because their
group instructors. These are teachers, love comes from the heart, children can
lecturers, and experienced psychologists, feel and have more motivation to strive.

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 educational researchers from prestigious
universities in Hanoi, so PDI's teaching
programs are evaluated and approved by the
professional board (pdi.edu.vn, 2020). For
that reason, PDI strengthens parents' trust,
making them feel secure to register for
courses for their children.
In each business, logo always plays a Physical evidence is one of the
significant position in promoting and masterpieces mentally of the Love and
launching a company image. The company's Aspiration Foundation's organization.
avatar of choice is a three-color clover Space and atmosphere are not excessively
branch above the line of PDI words. The modern but carefully decorated, creating a
company management believes that the warm, friendly, and easy-to-integrate
three-color clover branch (orange, green, feeling for children in difficult
and blue) represents love, belief, and circumstances who first come to the
expectation for Vietnamese kids. The image organization. The logo that the
of clover also portrays three groups of skills corporation chose is quite simple - a rising
Physical
that PDI aims to provide students with bud that represents the precise purpose the
evidence
essential equipment along with life. The organization is performing and
letters PDI is written in lower case, creating accomplishing (khatvong.edu.vn, 2020).
a feeling of not being framed or restrictive
that is a metaphor for each PDI's children
studies in a comprehensive development
environment. In especially, the foundation
of the educational method that PDI
operating and applying is the Scouting
Movement, which is inspired by the idea of
a British general - Baden Powell, the
Multiple Intelligence theory of Professor
Howard Gardner - a famous psychologist at
Harvard University, and Experimental

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 Learning Method to ensure students are
developed with their strengths (pdi.edu.vn,
2020). It is also an educative highlight that
IDP should promote more and more to
compete with many other educational
institutions. Besides, teaching and learning
equipment and facilities have been invested
newly by the organization. It helps increase
customers' perception of the prestige, quality
of education as well as satisfaction with the
price they have to pay.
The process that PDI conducts admissions is Love and Aspiration Foundation is a
described below. Firstly, when customers charity, so all members who want to
express concern in PDI's courses through contribute and devote their energies to the
chatting or calling the phone, the counselors community can participate in the
will respond as quickly as to customers. organization. However, for the education
Next, the consultant will introduce the sector, the organization still requires the
programs and assist clients in solving participating members to take part in a
Process questions about the course they are training course on pedagogical skills to
concerning. After customers feel convinced spread knowledge most clearly and
and assured of the information provided by understandably to the children. As for the
the consultant, PDI's staff will schedule to volunteers, they will have the task of
meet instructors for parents and their finding difficult circumstances throughout
offspring. Therefore, they can communicate the country. Then, perform the process of
directly with experienced lecturers in the authenticating and verifying information
field of education and psychology. The of disadvantaged cases before bringing the
transaction counted as a success when the children back to join the Aspiration's
customer accepts to pay the tuition for his or home.
her child.
The 7Ps strategy plays an imperative role in the growth of both companies. Business targets that
each corporation set is manifested and analyzed, thereby helping firms have an overview and
insight. On the part of PDI, in a period when soft skills are becoming essential for children, the

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courses that FDI is organizing have attracted much attention from parents. Several new
programs, modern equipment, and quality teachers are some of the strengths that FDI owns when
looking at the 7P strategy. Similarly, for Aspiration, information, advertising, and material
evidence are vital determinants for the organization to access and attract more contributions and
support from sponsors in society. Besides, the trust and image are built and developed through
the enthusiasm and workflow of both organizations.

Part B:

Personal Development Institute branch expansion in big cities of Vietnam is the target for the
Marketing strategy sketched in this Part B.

1. Company overview:

Personal Development Academy (PDI) that established as a joint-stock company. With the desire
to contribute to the growth of Vietnamese children on the way to become global citizens in the
4.0 era, PDI has worked intimately with professional partners in education, hence, creating a
solid foundation for PDI beget the opportunity to accompany their growth. Besides, PDI's
courses are also carefully evaluated and approved by lecturers, psychologists, and experienced
educational researchers (dantri.com.vn, 2018).

 Vision:

Becoming a pioneer and a leader in individual skill development for Primary and Secondary
students is what PDI desires (pdi.edu.vn, 2020).

 Mission:
Not only establishing a community to encourage students to cultivate knowledge, soft skills as
well as share moral values in life, PDI also aspires to be a bridge to support parents understand
and take the initiative to accompany their children (pdi.edu.vn, 2020).

 Business achievement:

Based on the feedback and evaluation of parents after choosing their children to attend PDI
classes, most parents feel satisfied and confident about the quality of business education.

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Besides, the number of parents who continue to register for other courses for their children at
PDI after experiencing the program is positively big-hearted and reflects the success of programs
(dealtoday.vn, 2020).

2. Current marketing analysis:

a. SWOT analysis:

STRENGTHS WEAKNESSES
1. Own a team of lecturers with extensive 1. The cost of expanding branches in big
experience in education and psychological cities is pretty expensive.
counseling. 2. Competition and substitution of many soft
2. Care about the integral development of skills development organizations in
their children by several parents. Vietnam.
3. Create a safe and dynamite environment for 3. Advertising campaigns that businesses
children to thrive through national and manage are still ineffective.
international summer camps.
OPPORTUNITIES THREATS
1. Accompany Vietnamese children on the 1. The appearance of new educational
way to become global citizens. institutions own cheaper tuition fees than
2. Reach many Vietnamese parents. PDI.
3. Expand many branches across the country. 2. Issues correlated to law and legal.
4. Build an image of a new generation of
initiative and confidence.

b. Marketing objectives:
 Objective 1: To be able to attract more attention from parents in many provinces, especially
in big cities in Vietnam, PDI must promote more advertising campaigns, public relations, and
social networks to enhance the educational institution's brand awareness with consumers
from January 2021 to January 2022.

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 Objective 2: Attracting and retaining 50 experienced and qualified instructors is also one of
the essential tasks a PDI needs to perform from December 2020 to January 2022 to increase
the credibility and confidence of parents in the courses they design.

Build customers' trust, comfort, and flexibility in the quality of education as

Specific well as provide a full range of essential soft skills for children compared to
traditional lessons in school.
Measurable The combination of theoretical knowledge and practical experience will
contribute to solving the passive learning problem of students.
According to Ms. Nguyen Thu Thuy - CEO of the Personal Development
Institute, "Global Citizenship" is a catchword that has been mentioned
frequently in recent years. The trend of globalization with the universalization
Attainable of fundamental values in both economic, social life, and cultural exchanges is
opening up many opportunities and challenges for Vietnamese youth.
Therefore, this is a magnificent opportunity for PDI to reach và to develop
with more children.
Many people may misinterpret that PDI teaches students the same knowledge
Realistic as in traditional schools. However, the organization specializes in training only
on soft skills such as safety skills, presentation skills, debate, etc.
Time-bound 1-2 years after implementing a new educational model associated with branch
expansion.

c. STP:
 Segmentation:

The market is divided into different groups of segments so that the business can quickly analyze
and appropriate. Segmentation includes geography, demographic, psychographic, and
behavioral.

1. Demographic Segmentation:

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PDI's aims are parents with high income (from VND 25,000,000 to VND 30,000,000/month) and
interested in the comprehensive development of their children in the age of globalization.
Besides, the organization also focuses on developing children from primary school to secondary
school.

2. Geographic Segmentation:

The population density of Vietnam concentrate in big cities is pretty high (kinhtedothi.vn, 2019).
Therefore, the investment to expand PDI's branches will become more favorable than opening in
small provinces.

3. Psychographic Segmentation:

PDI is developed base on a comprehensive soft skills development model for children aged 6 to
15 years old. Therefore, businesses can invest more in the quality of teaching and facilities to
create a trust for customers.

4. Behavioral segmentation:

Nowadays, parents often tend to invest a lot in physical and mental education to allow their
children to develop the most comprehensively, contributing to the success of their children in the
future.

 Targeting:

The Differentiation strategy is applied when PDI expands its market in Da Nang and Ho Chi
Minh in Vietnam. Besides, not only providing soft skills courses, business is also trying to link
with prestigious foreign schools to organize international summer camps. Therefore, encourage
Vietnamese children to have more opportunities to exchange culture.

 Positioning:

High quality

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Low price High price

Low quality

PDI's competitiveness compared to competitors in the same education sector is clearly shown in
the chart above. All three educational institutions built on the foundation of developing life skills
for the young generation of Vietnam. Compared to the diversity of courses, PDI is superior.
However, the customer segment that PDI targets are mainly students between the ages of 6 and
14 and children of high-income families, so the popularity of the organization is still limited by
the relatively large prices of courses (extending from VND 5,500,000 to VND 6,000,000). On
the rival of AnVi soft skills development center, the organization has an outstanding advantage
of PDI in customer segmentation. All ages can register to participate in courses of AnVi, and the
cost of a program is also lower than PDI (ranging from VND 2,100,000 to VND 3,000,000).
Besides, the AnVi organization has also created trust and made a strong impression on customers
because AnVi's trainees after graduate are famous program hosts for VTV. In stark contrast to
the organizations above, Love and Aspiration Foundation was established to support
underprivileged children to have more confidence and motivation in their life. Therefore, when
the children are identified as having difficult circumstances, the organization will provide 100%

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of the finance for the children. Hence, the target customers that Aspiration reaches are different
from the two organizations mentioned above.

d. Tactics and Action:

Some elements of the 7P strategy need to be adjusted and changed so that the business can
achieve two goals for the new plan:

Expanding the range of participants in the courses rather than just focusing
on students between the ages of 6 and 12 is essential for PDI to attract
Product more students. Besides, businesses should also invest and spend time
developing a group of skills such as a presentation course to make it a
signature feature of PDI.
Currently, the tuition fees of PDI are pretty high compared to other soft
Price skills centers. Therefore, enterprises should conduct a market survey as
well as analyze direct competitors to lower costs for courses.
Advertise campaigns and course coupons should implement more quickly
Promotion and methodically to assist the company in attracting and reaching
customers faster.

e. Evaluating and monitoring:

Conducting surveys and suggesting for evaluation from parents after agreeing to let their
children experience the course at PDI is extremely necessary. All the feedback that the company
collected will be the best evidence to introduce and promote the company's brand. The company
can also collaborate with a market analysis company to accumulate more data, as well as gain
insight into the effectiveness of its marketing strategy.

Conclusion
A mixed marketing strategy has been used and implemented effectively by both the Personal
Development Institute and the Love and Aspiration Foundation. Besides, to build a reputation as
well as attract more customers when expanding branches in big cities in Vietnam, PDI needs to
sketch more specific marketing strategies and in-depth research on competitors as well as market
segments that the business is targeting.
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 Appendix
PEST Analysis:

Political:

The matters relate to completing the paperwork and approving documents - where the company
intends to expand the market will need much time. However, this is also an opportunity for PDI
to advance publicly to consumers.

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Economical:

Currently, the average income of each Vietnamese is pretty low, combined with the context of
the epidemic Covid - 19 has made the income sources of many families decrease. Therefore, the
cost of each course needs to reconsider to attract and reach more customer segments.

Social-cultures:

Because the target customers that PDI targets are families with high income (at least 25
million/month). Therefore, just by focusing on improving the quality of teaching and facilities,
PDI will inevitably own a source of loyal customers.

Technology:

Technology plays an important role in planning marketing strategies for businesses when PDI
expands market. PDI should vigorously implement marketing activities and collect survey
opinions through technology so that supporting the company gains the best results.

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 References
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Việt Nam Để Giúp Các Em Trở Thành Những Công Dân Toàn Cầu Trong Kỷ Nguyên 4.0”.
[online] Available at: <https://dantri.com.vn/giao-duc-huong-nghiep/ceo-nguyen-thu-thuy-
chung-toi-dong-hanh-cung-tre-em-viet-nam-de-giup-cac-em-tro-thanh-nhung-cong-dan-toan-
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