HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION
---------***--------

MARKETING MANAGEMENT REPORT

Major: Marketing

Developing a marketing plan for Ben Tre brand coconut

candy of Dong A company in Paris market (France)

Student’s name:
Dương Thị Huyền Trân – 18DH480808
Mã Huỳnh Diễm Trinh – 18DH480842
Nguyễn Thị Thùy Trang – 18DH480867
Class: Marketing Management-Thu
Course: 12/2021

HCMC, 12/2021
TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION...............................................................................................................................

CHAPTER 2. SITUATION ANALYSIS...................................................................................................................

2.1. PESTLE analysis..............................................................................................................................................

2.1.1 Political.......................................................................................................................................................

2.1.2 Economic....................................................................................................................................................

2.1.3 Social..........................................................................................................................................................

2.1.4 Technological.............................................................................................................................................

2.1.5 Environment...............................................................................................................................................

2.1.6 Legal...........................................................................................................................................................

2.2. Customer and Competitor analysis..................................................................................................................

2.2.1 Customer.....................................................................................................................................................

2.2.2 Competitor..................................................................................................................................................

2.3. SWOT analysis.................................................................................................................................................

2.3.1 Strengths.....................................................................................................................................................

2.3.2 Weaknesses.................................................................................................................................................

2.3.3 Opportunities..............................................................................................................................................

2.3.4 Threats........................................................................................................................................................

CHAPTER 3: MARKET SEGMENTATION, TARGETING AND POSITIONING...............................................

3.1. Focused segmentation......................................................................................................................................

 3.1.1. Demographics............................................................................................................................................

3.1.2. Psychology................................................................................................................................................

3.1.3. Behavioral..................................................................................................................................................

3.1.4. Geographics...............................................................................................................................................

3.2. Targeting..........................................................................................................................................................

3.3. Positioning........................................................................................................................................................

CHAPTER 4. SELECTED MARKETING MIX.......................................................................................................

4.1. Product (s) / Service (s)....................................................................................................................................

4.1.1. Product (s).................................................................................................................................................

4.1.2. Service (s)..................................................................................................................................................

4.2. Place / Distribution channels............................................................................................................................

4.2.1. Opening a Coconut Candy store in the of Paris........................................................................................

4.2.2. Sales on online shopping channels............................................................................................................

4.3. Pricing strategies..............................................................................................................................................

4.4. Promotion mix / IMC activities........................................................................................................................

4.4.1 Advertising.................................................................................................................................................

4.4.2 Direct Marketing........................................................................................................................................

4.4.3 Sales Promotion..........................................................................................................................................

4.4.4 Public Relations..........................................................................................................................................

4.4.5 Personal Selling..........................................................................................................................................

 4.4.6 Promotional gifts........................................................................................................................................

CHAPTER 5: FINANCIAL PROJECTIONS............................................................................................................

CHAPTER 6. ALTERNATIVE / BACKUP MARKETING PLANS.......................................................................

CHAPTER 7: CONCLUSION...................................................................................................................................

REFERENCES...........................................................................................................................................................
LIST OF ABBREVIATIONS

SPC: The Pacific Community

COI: Consortium of the Indian Ocean

ACS: Association of Caribbean States

OIF: Organization of the Using States use French

Co. Ltd.: Limited Company

GDP: Gross domestic product

ISO: International Organization for Standardization

US: United States

EU: European Union

LIST OF FIGURES

Figures Page

Figure 3.1.: Brand positioning map..............................................................................................11

 CHAPTER 1: INTRODUCTION

Currently, there are many sweets in general and sweet candies, similarly, Ben Tre

coconut candy is quite popular in Vietnam, but still quite strange in America and Europe because

only Vietnamese people know it mainly. Indigenous people do not really know and love this

product. Although most of them are not familiar with tropical foods and drinks, when visitors to

Vietnam are invited to try coconut candy, they feel so delicious and excited, they even decide to

buy one. Some boxes of coconut candy as gifts. They say that coconut candy has a rich

sweetness that suits their taste. Although this is a small group opinion and is atypical, it doesn't

really say anything about the needs of the Western market in general and the French market, but

it does give us an idea new perspective. Coconut candy can also develop brand in the French

market Currently, products of Dong A company are also present in a few regions, but in the

French market, this item is completely unavailable in Paris. Therefore, developing a coconut

candy brand in Paris-France is a great opportunity for a product with Vietnamese characteristics.

CHAPTER 2. SITUATION ANALYSIS

2.1. PESTLE analysis

2.1.1 Political

The head of France is the President. French politics is quite complicated because it is

influenced by many different political factions. France is a member of the Office of the Pacific

Community (SPC), the Consortium of the Indian Ocean (COI), an associate member of the

Association of Caribbean States (ACS) and a leading member of the Organization of the Using

States use French (OIF). In the 14th century, Paris was the most important city of Christianity

and in the 16th and 17th centuries, it was the site of the French Revolution and many important

1
historical events of France and Europe. In which, Paris is the place where many political events

take place, accounting for 5% of political events in the world.

2.1.2 Economic

Almost when it comes to France and especially Paris, everyone knows that this is the

center of the world's luxury, with a constant pace of life and development. Not only strong in

industrial aspects, but agricultural products are also considered as strengths of France when

ranking second in the world in terms of agricultural exports and France is also a country in terms

of service strength. France is considered as one of the major investors in the field of research and

development, not only that, but also a leader in the field of telecommunications. Along with

London and New York, Paris is one of the three fastest growing economic cities in the world.

Paris has long been one of Europe's leading economic and cultural centers with its prime location

at the intersection of many trade routes along with the abundance of the Seine and Marne rivers.

The agricultural industry in Paris develops extremely strongly, making it one of the most famous

cities in Europe in particular and in the world in general. It is the concentration of many pillars,

domestic and foreign companies, that will provide the opportunity for the brand to be known

easily, helping businesses to access a large market that presents a new opportunity.

2.1.3 Social

French culture is rich and diverse and has a consistent influence on most other cultures in

the world. France has a massive culture with many great works of historical nature, each of

which has a unique character with a distinct appearance. Especially in the capital Paris - where

many great works of international stature converge.

We can see the life of the French people very clearly through the way they dress, the way

they enjoy life or through the way the streets are decorated by them, the shops are designed by

2
them with a special character separate. One thing worth learning and admiring is the respect of

the French people. For them, the way they treat others is based on mutual respect no matter who

the other is, they value the freedom and life of others. For the French, the principle of life is the

value of time, time is more important than anything, meetings or appointments are on time.

2.1.4 Technological

With a 90% penetration rate on the internet, customers are used to making purchases

online. In fact, there are more than 120,000 electronic stores operating in France to date and that

does not mean that there is no room to break in. According to Statista, revenue in the e-

commerce sector is expected to experience 8.0% annual growth over the next four years.

According to a 2018 study, 94% of French in the 18 to 24 age group use social media.

The number drops to 82% in the 25 to 39 age gaps. This means that France is one of the markets

with the highest social media penetration.

2.1.5 Environment

To this day, Paris still retains its popularity. Because of these advantages, Paris is also a

densely populated place. Researchers have provided data that the population density of Paris is

above 20,000 with 1 km2, with such a population density, Paris is affected by the environment by

business and living activities. Recently, Paris has paid more attention to green projects to protect

the environment. The unique feature of Paris is its cool temperate climate, not too cold and its

own romantic character that attracts many people.

2.1.6 Legal

France's corporate law has quite specific and detailed regulations governing the issues of

an enterprise from the time it was about to be born until its death. However, despite the

3
cumbersome number of with such provisions, French corporate law does not limit the freedom of

investors as well as businesses, but on the contrary, the freedom and flexibility of business

subjects is highly protected. possible. And in recent years, French corporate law has undergone

major renovations - the change from the classic conceptions of the company to new concepts in

line with business practice. It is these changes that have made them more flexible and at the same

time given more choices to investors.

2.2. Customer and Competitor analysis

2.2.1 Customer

The French like sweet and quite love the fatty sweetness of Coconut Candy. With a new

taste from tropical fruits: coconut and other ingredients will delight French consumers. Although

they value Vietnamese products, the French are very fastidious in choosing products, they

always put food safety and hygiene first. Currently, coconut candy products are mechanically

applied in the production process, but it is inevitable that some stages are still by manual method.

Although coconut candy brings a novelty to French tourists, in the long run, with that

taste, it is difficult to win the hearts of the people here, not to mention France is a country with

culinary arts. Delicate and extremely rich, confectionery products are extremely abundant and

new.

2.2.2 Competitor

Currently, coconut candy products are not available in the Paris market of France, so this

will be a very favorable time for bringing coconut candy products here. When entering this

market, enterprises will take advantage of the advantage that they do not have similar

competitive products, have no direct competitors and gain a pioneering advantage in this product

4
to dominate the market. But besides that, businesses will face difficulties when competing with

big competitors available in the field of confectionery in general in this market.

2.3. SWOT analysis

2.3.1 Strengths

• Ben Tre is the province with the largest coconut production in the country with good quality, so

the company has a stable supply of coconut (the main raw material of coconut candy) to ensure

the market expansion demand.

• Dong A General Production and Business Co., Ltd. is one of the leading units in the industry

today in the field of producing and exporting coconut candy with the brand name "Ben Tre".

Over 35 years of establishment and development with many difficulties, but with the motto of

ensuring high quality, processing materials are carefully selected, ensuring freshness and purity

without the use of preservatives.

• Ben Tre Coconut Candy products are widely available in all provinces and cities through a

retail system of more than 200 agents. The export markets of BEN TRE brand Coconut Candy

include Cambodia, Laos, Thailand, China, Taiwan, Australia, and the US (California).

• Coconut candy production is not merely an economic activity, but it also carries a cultural

identity of "the people of coconut - Ben Tre". The company has contributed significantly in

combining cultural factors and economic values in products.

2.3.2 Weaknesses

The scale of establishments, enterprises are mostly quite small, lack of long-term

competitive strategy, management capacity, trade promotion, product development are still weak

and have not received proper attention from enterprises.

5
 However, there are still some stages of candy production, some stages such as cutting and

wrapping are still produced manually, making it difficult to develop and register quality

standards, food hygiene and safety to export to high-end markets.

Although it has affirmed its own brand, the company's financial resources are still not

strong to be able to enter a large market like Europe, which mostly depends on the main market,

China.

2.3.3 Opportunities

Compared with products from other countries, Vietnamese products have no quality

problems. In contrast, French consumers consider goods imported from Vietnam to be of high

quality, more luxurious than those of other Asian countries. In Asian food stores, the freezer

cabinets are almost exclusively made in France and Vietnam. During the Lunar New Year and

Mid-Autumn Festival, there are a lot of sweets and jams from Vietnam.

Currently, the European community is reforming customs procedures. The friendly

relationship between Vietnam and France is very good, which creates a premise for Vietnamese

businesses to easily penetrate new markets with the best tariff policies.

2.3.4 Threats

Almost every few hundred meters in Paris there will be a sweets and pastry shop, and

they are used to the eye-catching appearance while the coconut candy product has not yet

invested too much in the outer packaging.

The staff's qualifications are not suitable for this new environment, both in terms of

customs expertise and foreign language skills.

6
 It will be difficult to penetrate the market because it must spend a large amount of money

on promoting the product's image as well as the cost of shipping and opening a store there due to

the long geographical distance.

CHAPTER 3: MARKET SEGMENTATION, TARGETING AND POSITIONING

3.1. Focused segmentation

A market is a location where sellers and buyers trade goods, products, and services. The

market for goods and services is vast and varied. Each company cannot meet all its customers'

needs and can only do its best. As a result, Dong-A Company engages in market segmentation

activities to help the company focus on the market, optimize resources, emphasize strengths, and

assist businesses in increasing their competitive advantage in the market school. Dong-growth as

has been divided into four categories: behavioral, demographic, psychological, and geographical.

3.1.1. Demographics

In terms of income, the company focuses on low- or middle-income customers in Paris,

particularly in Ile-de-France, because mid-range products are easy to buy, inexpensive, and

simple to use for customers in low- and middle-income areas. The target market is children, with

an age range of 8 to 45 years old. This is the market segment that has a high demand for

confectionery but cannot afford it and is dependent on adults. Because the price point is so low,

customers are eager to try new products in this market. They rarely buy and use for their own

consumption, preferring to buy and use for the consumption of their families; gender includes

men, women, and others; family size is married or single. Paris is of European origin, with a

2017 GDP of $709. The Economist Intelligence Unit conducted a global cost of living survey in

2018.

7
 This customer is concentrated in relatively high concentrations, primarily in schools,

family-friendly neighborhoods, and amusement parks. The customer market enjoys trying out

new products, and this market is very affordable. They rarely buy for personal consumption,

preferring to buy for work or family. Paris belongs to the European race, regardless of gender

(both male and female) or family size (married or single). According to the Organization for

Economic Cooperation and Development, the Ministry of Planning and Finance, the Central

Bank of Korea, and the National Bureau of Statistics of Korea, South Korea's Gross Domestic

Product (GDP) in 2019 was 1.641.180 billion USD. South Korea has a GDP per capita of

31.791.

3.1.2. Psychology

Dong-A Company caters to low and middle-income customers who enjoy purchasing

novelty items, as well as children. Coconut candy is easy to make and cheap for customers, with

a focus on low-income workers. Customers are always eager to try new products, and they are

willing to pay for the privilege of using new products that pique their interest. Parisian activities

and lifestyle, the French way of life, are very leisurely, appreciating life in every small detail and

striving for excellence. Paris is known as the city of love, with many student quarters,

universities, markets, and densely populated residential areas, as well as being the epicenter of

fashion, luxury boutiques, and cuisine. Customers who use the product feel very delicious and

excited because coconut candy has a greasy, sweet taste that is very suitable for the tastes of

Parisians.

Because the tastes of Parisians differ, more ingredients in the candy are needed to meet

the new demand. Modern culinary trends are "moving away" from low-protein dishes to promote

health and bring gentle purity to the body and mind. Weight-loss confectionery, as well as low-

8
sugar, high-fiber confectionery, are becoming more popular. There will be plenty of

opportunities to learn and grow while perfecting the product in Paris's thriving culinary scene.

3.1.3. Behavioral

In terms of purchasing power, Parisians are willing to pay for novel and appealing

products; coconut candy products are items that are consumed on a regular basis and at any time.

Customers who have a need for candy will be concerned with the price and quality of the

product; these customers are typically middle-income. They are only concerned with the

product's selling price, regardless of whether it is within their price range. Because the tastes and

preferences of Parisians vary, new ingredients are added to the candy to meet new demands.

People who make purchasing decisions must have complete trust in the company and its

products; they will compare various products and brands, so quality and price are very important

to customers. The product's quality must be delectable and appropriate for the Parisian palate.

Packaging does not have to be particularly attractive, but it must ensure quality while also

considering consumer habits and health. Customers want incentives from the time they don't buy

the product until they use it for a long time and stick with the brand.

3.1.4. Geographics

Customers' purchasing habits will differ depending on where they live. Paris is the capital

of France. Furthermore, customers in urban and suburban areas with middle and low incomes are

more likely to enjoy coconut candy than customers in other areas. Paris is one of the world's

three fastest growing economic cities, along with London and New York. Because of its location

in the temperate zone, Paris has a relatively temperate climate. The oceanic climate has a strong

influence in Paris, resulting in cool summers averaging 18°C and mild winters averaging 6°C.

Because it has a large area and a large exclusive economic zone, Dong A Company chose this

9
location for the development of coconut candy products. Dong A Company has high-quality

products that are suitable for supplying and expanding in the confectionery industry.

3.2. Targeting

Paris is the capital and most populous city of France, with a population of 2.175.601

people in 2018, spread across an area of more than 105 square kilometers. With a large area and

the exclusive economic zone of Paris. In Paris, the company prioritized brand awareness over

product promotion. In which children aged 8 to 15 years old account for 8% of the coconut

candy market share of the child customer group, and customers aged 18 to 45 years old who

want a new experience account for 14% of the coconut candy market share of low- and middle-

income customers who want to try new products. In Paris, seasonal and cyclical food and drink

are available. The company specializes in the manufacturing of coconut candy products such as

synthetic coconut candy, cocoa coconut candy, and pandan coconut candy. Follow the various

stages and research and develop more coconut candy products in the flavors that Parisians prefer.

Because of product quality that is suitable for the Parisian palate, customers' accessibility and

level of use are increasing.

10
 3.3. Positioning

Figure 3.1.: Brand positioning map

According to figure 3.1, it can also be seen that there are no coconut candy products

available in the Paris market, implying that coconut candy products will have no direct

competitors. The East Asian company's competitors include Yumearth organic fruit flavored

marshmallows and Carambar caramel flavored candies.

11
 Competitor Strengths Weaknesses

Yumearth organic fruit - Strong, long-standing brand. -Not yet self-sufficient in the

flavored marshmallows - Understand people's supply of raw materials

consumption culture - Unable to manage the

- There is a famous store in quality of raw materials

Paris, the taste of French - Not suitable for low-income

candied fruit is popular. customers in Paris

-Understand people's consumer - Products are not diversified

Carambar caramel culture. - Design is easily confused.

-The production technology is

quite modern

- A blend of cocoa and

caramel.

Dong A Company's coconut candy is made primarily of coconut milk, salt, and sugar.

Ingredients for delectable candies must be carefully selected. To make candy, a new type of

sugar with a bright yellow color must be used. When compared to the competitors mentioned

above, the product's strengths are its high product quality and low price. Another plus is that

coconut is a specialty fruit in Vietnam, introducing a new coconut flavor to France. Coconut has

many nutritional benefits in addition to its delicious flavor. Because it is derived from nature, it

ensures food hygiene and safety. Aside from the delicious taste of coconut, regular consumption
12
of coconut candy helps to strengthen the body's resistance because it contains a variety of

nutrients.

Yumearth organic fruit flavored marshmallows and Carambar caramel flavored candies,

on the other hand, have a long history as a strong and well-known brand in France and the Paris

market, posing many challenges for East Asia Company. Customers' market share and

reputation, as well as product and promotion policies, can be found here. As a result, the core

value of Dong A Company's coconut candy is that it is a natural product made from 100 percent

coconut milk, with no additives, flavoring, or coloring, so the quality is guaranteed to be

consistent, but the prices are consistent.

CHAPTER 4. SELECTED MARKETING MIX

4.1. Product (s) / Service (s)

4.1.1. Product (s)

The company's goal is to win over low- and middle-income customers in the market by

providing affordable products that are tailored to the tastes and preferences of Parisians.

Customers who are children, as well as those who use the product, are given special

consideration.

-Adaptation and diversification of products:

The most difficult challenge in terms of products is maintaining the plasticity of the

candy, so businesses must make modifications or add additives to overcome the disadvantages of

the hardness of coconut candy, which retains when cooled. Tourists adore Vietnam’s traditional

coconut candy flavor. Coconut candy's main ingredients are malt candy and coconut milk, which

solidifies when cold but is also the main ingredient that makes the candy plastic. It is necessary

13
to replace additives; businesses can invest in research to add an additional ingredient to the

candy to help the coconut candy not freeze.

Because French tastes and preferences differ from those of the traditional market, it is

critical to focus on diversifying flavors and additives in candy to meet new demands.

Furthermore, food and drink in France change seasonally and cyclically. As a result, the

company can concentrate on producing products such as synthetic coconut candy, cocoa coconut

candy, pandan coconut candy, and so on, while also researching and developing many different

stages to consider in accordance with habits and preferences. Consumers' physical characteristics

Because the phenomenon of overweight and obese people is too prevalent in Europe in general,

and France in particular, causing many diseases, products must be modified to meet the needs of

customers.

-Improve product quality:

France has exceptionally high hygiene standards. To meet quality standards at each stage

of production, businesses must improve the production stage, equip themselves with modern

machinery and equipment in accordance with US and EU standards, and process them using

machinery rather than manual techniques. Work as it is now Quality standards and

manufacturing techniques must be guaranteed and adhered to. To meet the International

Organization for Standardization (ISO) 9000 standards, a quality management system recognized

in France requires product improvement.

-Packaging Products:

Businesses must print more information about the product, such as the product name,

volume, color, ingredients, and origin of the product, as well as instructions on how to use and

14
preserve the product in French, in addition to improving the product design and packaging to

make it more eye-catching and professional, suitable for French style. Businesses must also learn

and comply with EU regulations and requirements for product packaging and labeling in general,

and in France in particular. Consumer products and services include coconut candy, which is a

popular consumer product produced to meet the needs of consumers daily. Dong has a high

demand and a tendency to increase on a regular basis. To meet and reduce production costs, a

company producing this type of product always produces and markets it in large quantities.

Coconut candy products are products that are extracted directly from the natural

environment, have been processed, or may have been processed... The main ingredients for

making coconut candy are coconut milk, salt, and sugar. The ingredients used to make delicious

candies must be carefully chosen. Glutinous rice used to cook malt must be of good quality,

large, and evenly cooked. A skilled craftsman is required for the malt maker. Sugar must be a

new type of sugar with a bright yellow color for cooking candy.

4.1.2. Service (s)

With the desire to bring benefits to customers when buying Ben Tre brand coconut candy

products.

 Products delivered to the place

 Support customers in the fastest time

 Payment by cash transfer

 Quick return if not satisfied

 Fastest possible delivery

Product categories and categories:

15
 - Coconut candy with coconut milk (box, or bag 540g)

- Peanut gummy coconut candy (box, or bag 540g)

- Cocoa Coconut Candy (box, or bag 540g)

- Pineapple coconut candy and pineapple durian gummy candy (box, or bag 540g)

- Durian peanut coconut candy and durian gummy (box, or bag 540g)

- Coconut candy taro and strawberry jelly (box, or bag 540g)

Those products are brought to the French market by Dong A company with a clear research

and strategy when providing customers with products that serve their lives and bring

convenience to the buying experience.

4.2. Place / Distribution channels

4.2.1. Opening a Coconut Candy store in the of Paris

The company can also distribute directly by opening a showroom in the heart of Paris and

the Ile-de-France. More workers will be dispatched to the heart of Paris to set up a factory and

retail store under the Ben Tre coconut candy brand. Simultaneously, the Marketing department

will have more advertising forms with messages to inform customers about the products of Dong

A company.

The showroom will be large and will be managed directly by the company. Create a cozy

showroom space for the Ben Tre coconut candy brand, giving customers, particularly

Vietnamese customers in Paris, a sense of closeness. Visitors will be able to sample a variety of

coconut candies at the store. Catalogs and leaflets will be available at the showroom so that

employees can easily exchange information with customers, and customers are welcome to bring

them with them for reference.

16
 4.2.2. Sales on online shopping channels

When it comes to the East Asian market, there are many famous and quality chain stores,

so East Asia will also conduct sales on Auchan, a famous shopping website in France. Auchan's

regulations require sellers to allow customers to inspect goods prior to shipment and ensure on-

time delivery. Auchan also offers loyalty programs and discounts on shopping, as well as a

variety of monthly coupons. Customers can pay via bank transfer or credit/prepaid card, among

other options. East Asia also promotes sales on Monoprix, a French online shopping platform

that allows for quick product search, price comparison and simple payment methods.

Moreover, because Paris is a popular tourist destination with its food street, there will be a lot of

visitors. That is a potential opportunity for investors as well as contractors to cooperate with the

company to provide coconut candy for these projects. This distribution is also difficult to find

contractors and because the French prefer to use domestic products, the cost is quite high;

however, if successfully built, this distribution channel will bring high economic efficiency.

4.3. Pricing strategies

Although currently there is not much difference in selling prices between export markets,

the company will apply a discriminatory pricing strategy to the Paris market, pricing 25% higher

than the selling price in other markets for reasons such as: due to the following:

Most processed agricultural products exported to the EU and France are subject to some

additional import fees based on the percentage of sugar, fat, protein and starch in the product and

coconut candy as well no exceptions. Therefore, the tax on coconut candy products will be

higher.

17
 The people of Paris in general and France have a high average income compared to other

countries and are willing to pay for novel and attractive products.

One thing to be noted, the "high price" mentioned here is a higher price compared to other export

markets (China, Cambodia, Laos,), but still suitable for people with high incomes low and

medium in France.

In order to calculate the product price, it is necessary to estimate other costs such as

production costs to determine the cost of the product. The total cost will be calculated based on

the production quantity cost of the product. To produce a batch of this product, there are costs:

including the cost of main ingredients such as coconut, coconut milk, malt sugar, auxiliary

ingredients including different flavors such as durian, cocoa, leaves pineapples, peanuts, taro,

strawberries, etc., and packaging includes thin rice paper to wrap around candy, candy

packaging, necessary items. Labor cost per day, production labor cost including design cost,

manufacturing overhead. At the same time, the determination of the demand and supply of

coconut candy on the Paris market affects the volume of products to meet the consumption needs

of customers as well as the appropriate price for profit and competition. Additional costs

incurred to bring products to consumers and importers are vending costs, commercial running

fees, financial costs...

PRICE LIST OF BEN TRE CANDY COCONUT

Product portfolio Product description Unit Unit Price (Euro)

Coconut candy with -With the pure greasy 1 50.469

coconut milk taste of coconut milk

when not mixed with

18
 other flavors.

-Weight: 540g

Pack: box, or bag

Peanut gummy - This coconut candy 1 59.223

coconut candy has peanuts left intact

to create a rich flavor

for the candy.

-Weight: 540g

-Pack: box, or bag

Cocoa Coconut The characteristic 1 59.253

Candy aroma of cocoa,

slightly bitter when

mixed with coconut

milk, creates a

characteristic aroma.

-Weight: 540g

-Pack: box, or bag

Pineapple coconut -The flavor of pandan 1 58.973

candy and pineapple leaves is faint, green

durian gummy candy. coconut candy has a

very attractive

pineapple leaf flavor.

-Weight: 540g

19
 -Pack: box, or bag

Durian peanut -Durian when 1 55.638

coconut candy and combined with

durian gummy coconut milk creates

a greasy, delicious,

different flavor

compared to other

coconut candies.

-Weight: 540g

-Pack: box, or bag

Coconut candy taro -The color and taste 1 56.038

and strawberry jelly of these two candies

are very different, the

taste of taro is faint,

and the strawberry

has a special taste.

-Weight: 540g

-Pack: box, or bag

Quick payment discount: a direct reduction on products ranging from 5% to 10% for

client who pay acquisition invoices and high order values rapidly. The aim is to encourage client

to pay right away to reduce the rate of bad debt revival. The company usually determines the

quick payment reduction by using the bank's interest rate.

20
 4.4. Promotion mix / IMC activities

4.4.1 Advertising

To start in a completely new market, it is necessary to assert the brand value through the

message. Create a message based on existing product values and create a distinctive character.

This is a very strong market, especially in Paris where business activity is top. Using

newspapers and TV channels is impossible because the brand is not strong enough and capital is

limited. Can create advertising banners right at the store or in public places. Putting coconut

candy at trade promotion fairs is an advantage because it is easy to increase accessibility and

interaction with customers.

4.4.2 Direct Marketing

For products like coconut candy, it is possible to allow customers to try it out, which

increases the credibility of customers. At the same time, that moment can also affect the buying

psychology, with convincing words accompanied by proven products.

4.4.3 Sales Promotion

All items can use promotion method and so can coconut candy. When starting the most

important thing is to attract the attention of customers, promotions are both necessary and most

effective. Promotion methods can be applied such as direct discounts on products, sweepstakes,

or product giveaways, the advantage of Dong A General Business Production Co., Ltd. is that in

addition to coconut candy, there are also other products. Handicraft products, customers who buy

coconut candy will be given a gift like a small cup made from coconut that will be very

interesting. Not only does it show that coconut can be a dish, but it can do many things, but it

also has a personality of its own.

21
 4.4.4 Public Relations

Any product before being put on the market must make customers known or known as

brand identity. Increasing the level of brand recognition will make customers understand and

enjoy more about Ben Tre coconut candy. Organizing events in the direction of Vietnamese

culture, everything in the event is made from coconut, will help attract attention in another

cultural location, thereby attracting attention and spreading in the community. copper.

Participating in community projects is an advantage, helping to build good relationships and

create a good image in foreign markets as well as in the eyes of the French.

4.4.5 Personal Selling

To do this, it requires a good level of staff. Coconut candy wants to enter this market, it

requires attention in training in customer care expertise as well as foreign language skills. In the

process of direct selling, it is necessary to continuously survey customers' opinions to improve

weaknesses.

4.4.6 Promotional gifts

Your bill is over 300.448 Euro, customers will be given a gift such as new flavored

coconut candy such as strawberry coconut candy, taro flavored coconut candy, or a bag of

coconut cakes and a bottle of virgin coconut oil. Customers can choose another option, 5% to

10% discount for bills over 300.448 Euro.

22
 CHAPTER 5: FINANCIAL PROJECTIONS

Activities expenses Cost (EURO)

Market research 24.067.774.000

Staff training costs 19.378.667.000

The implementing of distribution strategy 5,586,176.35

Wages for employees (1 month) 1,343,280/person

Factory renting (1 month) 1,405,729

Showroom renting in Paris (1 month) 26,000,000

Showroom renting in Ile-de-France (1 month) 23,768,673

Promotion expenses

Advertising banners at the store 16.452.334.000

Brochure (4000 brochures) 9.463.000

Direct Marketing 1.782.882.000

Fair booth rental (1 week) 2.334.829.000

Banner and poster (2 months) 1.168.000

Promotional gifts 1.223.045.000

Sales Promotion 1.002.112.000

Organization of events 18.837.329

23
 CHAPTER 6. ALTERNATIVE / BACKUP MARKETING PLANS

In the process of implementation, there will be a shortage of financial resources. The

company needs to prepare available capital in advance and call for funding from other companies

before entering the Paris market, must have a surplus capital with estimated costs.

About the product, it must be enough for both selling to customers and accompanying

promotions and displays at trade fairs and exhibitions.

If the brand is faded, does not cause interest for customers, the thing to do is to switch to a brand

message, create a backup brand message. With the competition of many large and small

businesses, how to make others pay attention to the message to have a deep understanding of the

characteristics of their products, its uniqueness, difference, and highlights.

CHAPTER 7: CONCLUSION

Thus, it can be seen that the French market is a suitable potential market for trading and

producing coconut candy products. France is still a promising market for the consumption of Ben

Tre Coconut Candy. The essay showed a real need from a completely new market, contrary to

conventional wisdom, as well as a potential source of profit for the East Asian company. To be

able to seize the opportunity and bring coconut candy products to the French market, the

company has taken deep and specific research steps on a larger scale. Along with that, the

company also has to expand its scale, improve production capacity, business efficiency,

especially, have to upgrade and innovate production technology, overcome some disadvantages

of products, as well as ensure that the product meets international standards in terms of both taste

and food safety. That is a very important and strategic step, because when this step is done, the

24
company can dominate the domestic market and penetrate deeper and wider into foreign markets.

especially the French market

REFERENCES

25
Dacsanviet. (2018). KẸO DỪA BẾN TRE – BÀ HAI TỎ. Retrieved from :

https://dacsanviet98.com/products/keo-dua-ben-tre-ba-hai-to

Han, T. N. (2021). Thực trạng và triển vọng phát triển ngành dừa Bến Tre. Hiệp hội dừa tỉnh

Bến Tre. Retrieved from :http://hiephoiduabentre.com.vn/index.php?

Module=Content&Action=view&id=5996&Itemid=22015.

Hải, Q. (2013). Kẹo dừa “Bến Tre” và hành trình xây dựng, phát triển thương hiệu. Retrieved

from https://vccinews.vn/news/9060/.html

Hiệp, H. (2012). Giữ vững và phát triển thương hiệu kẹo dừa Bến Tre. Dongkhoi. Retrieved

from: https://baodongkhoi.vn/giu-vung-va-phat-trien-thuong-hieu-keo-dua-ben-tre-

11112012-a23276.html

Loan, H. (2016). Quy trình sản xuất kẹo dừa Bến Tre. Retrieved from

https://cungphuot.info/quy-trinh-san-xuat-keo-dua-ben-tre-post5036.cp

Nguyễn, G. (2021). Bảo hộ thương hiệu Việt: Kẹo dừa Bến Tre và bài học từ đối tác… “ruột”.

Retrieved from https://diendandoanhnghiep.vn/bao-ho-thuong-hieu-viet-keo-dua-ben-tre-

va-bai-hoc-tu-doi-tac-ruot-196628.html

Trí, C. (2017). Phát triển thị trường dừa cho Bến Tre. BI NEWS. Retrieved from:

https://bnews.vn/phat-trien-thi-truong-dua-cho-ben-tre/50097.html

Trung, K. (2021). Bến Tre phát triển chuỗi giá trị cây dừa. Retrieved from

https://baocantho.com.vn/ben-tre-phat-trien-chuoi-gia-tri-cay-dua-a130084.html

26
Trúc., C. V. (2019). Mở rộng, phát triển thị trường các sản phẩm dừa. Đongkhoi. Retrieved

from: https://baodongkhoi.vn/mo-rong-phat-trien-thi-truong-cac-san-pham-dua-

22112019-a67280.html

27