Marketing Objectives

As for the StixFresh fruit preservation sticker, because this product is still
relatively new to the Vietnamese consumer market, StixFresh will launch a
promotional plan during the first 1 year the product enters the market. Using the
SMART method, we have set out the goals for StixFresh for 1 year as follows.
- The first goal: increase brand awareness and initially stabilize revenue.
+ The first is about brand goals. As mentioned above, StixFresh aims to spread
the brand to every people in Vietnam as the first fruit preservation product
with natural ingredients in Vietnam.
+ Secondly, about the target for product sales, in the first year of selling
products in Vietnam, StixFresh wants to set a revenue at …. USD/VND, with …
sold and distribution to agents and retailers nationwide.
- Second goal: how StixFresh is going to measure the success on the product
+ KPI
- Third goal: available
+ Based on the fruit market situation of Vietnam, each year Vietnam produces
and exports tens of millions of tons of fruit. With a country that is strong in
fruit products like Vietnam, it is possible to make a profit from this product
and can make a huge profit. Companies and specialized fruit distribution
companies not only have customers from other countries but also customers
in Vietnam.
- Fourth goal:
+ Because of the initial introduction to the market, plus external factors such as
the Covid situation, the fruit industry in Vietnam is definitely facing many
fluctuations, a lot of fruits cannot be exported, causing great harm to the people
and the economy. The appearance of StixFresh will be a temporary but effective
solution, to reduce some of the damage.
- Fifth goal:
+ The first stage marketing plan will take place within 1 year (as mentioned
above). Vietnam is a tropical country and can produce all kinds of fruits all year
round, so StixFresh will initially test the market for a year to stabilize sales and
expand the brand.

4Ps: Price
- As mentioned above, the main audience that Stixfresh will target are
companies related to the field of fruit production, cultivation and import
and export (B2B). Therefore, the product price that we offer will not be the
retail price (approximately VND 40,000 / 25 stickers) but the bulk selling
price for businesses. In addition, StixFresh is still a new product and is in the
market penetration stage, so the product price cannot be too high.

- Of course, with the aim of maximizing profits for the company and making
the brand more popular in the Vietnamese market, we will offer a selling
price of 30000VND/sheet/25 stickers for businesses and if they order from
50000 sheets or more, the price will be reduced to 28000VND/sheet. This is
the starting price we offer in the first year of entering the market, later on,
long-term partners can receive more incentives when they continue to buy
from StixFresh. In addition, for companies, customers who access our
products through other communication channels or offline events will be
able to buy goods at a more favorable price than buying directly.

References:
Luenendonk, M., 2019. Marketing Mix | Pricing in Four P’s. [online] Cleverism.
Available at: <https://www.cleverism.com/pricing-four-ps-marketing-mix/>
[Accessed 19 August 2021].
Thabit, T. and Raewf, M., 2018. The Evaluation of Marketing Mix Elements: A Case
Study. International Journal of Social Sciences and Educational Studies, [online]
Available at:
<https://www.researchgate.net/publication/324923406_The_Evaluation_of_Mar
keting_Mix_Elements_A_Case_Study> [Accessed 19 August 2021].