University of Economics and Finance

Economics Department


FINAL REPORT

Subject: Product Management

Lecturer: Nguyễn Tiến Huy
Class: 20D1MK-QT04
Member: Nguyễn Ngọc Tuấn

HCMC, October 20th, 2022

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TABLE OF CONTENT

I.OPPORTUNITY STATEMENT TEMPLATE 3

II.PRODUCT POSITIONING STATEMENT TEMPLATE 4
III.MARKET ANALYSIS 5
Industry environment analysis 5
Conpetitiors 5
IV.PRODUCT DESCRIPTION 9
Product description 9
Product Requirements Document 11
V.BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE) 12
VI.MARKETING PLAN 12
Section 1 – Strategic context 12
Section 2 – Marketing mix 13
Section 3 – Product launches being planned or being carried out 15
Section 4 – Intergrated budgets for all programs 15
Section 5 – Measurements and matrics 16
Section 6 – Risks 17
Section 7 – Appendices 17

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I. OPPORTUNITY STATEMENT TEMPLATE

Situation Summary: [What is the customer’s problem? Describe how this need was uncovered.]
 Today, when the electric fan’s technology is more and more advanced, customers are more
and more demanding about the product values and prefer convenience than ever. In daily life, many
times customers are in the middle of working or in other words, they do not want to stop doing
what they are doing just to go and turn on the fan.
 Therefore, we are here to upgrade and launch a new product that helps customers no longer
need to travel to turn on/off the electric fan switch anymore with motion sensor.
 We call this product The smart sensor fan.

For whom is this opportunity intended? [market segment or customer target type]
 Man/Woman with aged 25-35

How would this opportunity solve the customer’s problem?

- With the feature of detecting and recognizing customer's movement in pre-set conditions with
motion sensor via face scan, the smart sensor fan can helps customers eliminate operations
(moving, using hands, using vision) to be able to turn on/off or control the product's modes within
the allowable range without getting close.
How is this opportunity aligned with the division or campany’s strategy? Social
Media Marketing

What characteristics of this market make it an attractive opportunity?

1. Consumers want products that help them do more less step to use the
product.
2. Consumers want better designed smart sensor fan.
3. The market currently has almost no product that meets the customer’s
demand

Who are the primary competitors?

XIAOMI - a brand specializes in providing smart fan products
II. PRODUCT POSITIONING STATEMENT TEMPLATE

The validated needs of this customer type include:

1. Convenience
2. high performance
3. luxury
The product meets the needs of this customer with the following features or attributes:
1. Do not need a remote control device
2. stronger wind
3. Products are designed in a modern style
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This customer (target) will benefit from using this product because it helps them: [How will
the customer will be able to achieve some value, either in qualitative or quantitative terms?]
Products that save their money frome remote device expense, are convenient to use in
allowable distance, meet their showing to be top-notch class needs.

The product is unique because of the following:

The product is unique because it take a lead in smart fan market.

The product compares favorably to competitive products because of the following:

- Products are smarter than products already on the market.
- Products for the convenience of customers.
- Product for the customers interesting with technology.

III. MARKET ANALYSIS

* Industry environment analysis:

 If in the period 2000-2009, the output of electric fans grew strongly, averaging about
33%/year, from 2010, the annual consumption volume decreased slightly and the industry almost
reached the saturated state with an average consumption of about 7 million units per year. This
number of photos uses the current needs of not only the whole country but also in Ho Chi Minh
City. According to a small survey of 200 households in Ho Chi Minh City, the group obtained 36%
had not bought an electric fan in the past 1 year.
 Although the demand for residential electric fans is increasing, there are still signs of
happiness, as the domestic market is dominating with popular products. If before, our country was
dominated by cheap Chinese products, but now, according to a survey of about 905 market research
units, the number of traditional blowers sold in stores Electronic goods and supermarkets are
domestically produced products. The main reason is that Chinese products are taxed at a rather
high import tax rate of about 25, 30% after adding shipping costs, it will be very difficult to compete
in price compared to Vietnamese products which are already imported. which means competitive
gifts (from 150 000 to 1 million VND/piece) At the same time, the quality and warranty policy of
Chinese goods are also evaluated better than Vietnamese goods, due to the urban share of imported
products. Currently, foreign products only account for about 10%, mainly high-end product lines
of famous brands such as Panasonic, Mitsubishi Saiko. In Gia Ban, these products are usually 3-5
times smaller than similar products in the country. In fact, in Ho Chi Minh City, according to a
survey of a group of consumer electronics products, many customers are said to be energetic.
choose to use as Asa (51), who is being used by the gunman). Senko (14%).
* Compititors

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 Panasonic Holdings Corporation: is the largest electronics manufacturer in Japan. In
addition to general electronics, Matsushita also manufactures other non-electronic products such
as home renovation services. Since 1955, the company has expanded its sales network overseas
and made the Panasonic brand famous around the world. Besides, the electronic fan industry of
this company is also very diverse.

 Xiaomi: Since the release of its first smartphone in August 2011, Xiaomi has gained market
share in mainland China and expanded into developing a wider range of consumer electronics. ,
including an ecosystem of smart home devices (IoT). The company founder and CEO is Lei Jun,
the 23rd richest man in China

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Name the competitor What is the source What are their How do you capitalize on
and the products with of this competitor’s main weaknesses? what you know and have
which you intend to, advantage? researched to beat the
or already compete competition using this
investment?
- Xiaomi also
focuses on
delivering
- Is a new product on
unique apps in - Low profit
the market.
their own margin
- With 1 the same
products. - Competitive
budget, customers will
- With this new advantage
have more value compared
technologically difficult to
XIAOMI to other brands.
advanced sustain
- Is a Local product
generation and - Lack of
with high quality
most of the experience in
- Is not to be taxed
users being the global
for importing. Then, the
active on social marketplace
price is cheaper
media platforms,
Xiaomi reaches
out its customers

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 following the
trend.
- Panasonic may not - Panasonic’s high
be Apple or prices are easy to
Microsoft, but they compete with
still have a very fair - Inefficient
share of the management:
consumer Despite the fact
electronics market. that Panasonic was
- Panasonic’s goal founded by
isn’t to shift Konosuke
millions of cheap, Matsushita,
PANASONIC low-quality supposedly the
products. Instead, ‘god of
Panasonic produces management’, this
long-lasting corporation is said
electronics of high to have internal
standards — management
certainly a big problems. This
strength. could be as a
result of their
perhaps overly-
diverse product
line.

Describe the market segments and customer types:

Demographics:
- Geography: Distribution of products for major urban areas of the country such as
Da Nang, Nha Trang, Ho Chi Minh City, Hanoi ...
- Age: The target customers that the company is targeting are between the ages of 25
and 35 years old
- Sex: Female/Male
- Stable to strong income
Analysis according to the response characteristics of the customer:
- Product benefits:
+ Meet the nearly highest Maslow’s pyramid of needs: Show how they rich and
gorgeous look or luxury
+ High-tech: more convenient to use
- Demand: Mid-level

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IV. PRODUCT DESCRIPTION

• Product description:
Customer needs in market segment :
+ Gender: Female/Male
+ Age: 25-35
In the above segment, the audience's demand is towards luxury, convenient, high-end and
high-value products
Description: The product is a combination of jacket and sunproof long skirt. Create a 2-in1
product. Inside the jacket has a zipper, which is connected to the other zipper on the side of the
jacket to turn the sunscreen long skirt into a jacket.

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Hình ảnh chỉ mang tính chất minh họa và chỉ phục vụ mục đích nghiên cứu

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 • Diagrams and other descriptors : [If needed, add pictures, diagrams, or
reference models that will add clarity to the product description.] Product
information :
• Materials:
Premium segment:
+ Material from Moso Bamboo (Bambubuild Firm)
+ Aircraft - Grade Aluminum from aircraft aluminum (Miandi Group)
• And 4 colors: Black, White, Wood , Gold

Product Requirements Document:

1. Objective:

Vision We want our products to be exclusive and as a pioneer in this product line

Goals To become the market leader in smart fan industry

Personal(s) For female/Male , age 25-35

2. Release:

Release The News

Date 20/10/2022

Milestones 20/11/2022

Features Built-in action sensor

3. Features

Feature
Help customers use the fan in a smarter and more convenient way

Description With the new marterial developed by Bambubuild Firm and Miandi Group

Purpose To be cool without a control device

User problem Not for the middle class

User value Our product helps the customer to use a smart fan with only one hand-action

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V. BASE CASE FINANCIALS-BUSINESS AS USUAL (OR BASE CASE)

Use this fanancials profile to show how the business might perform if no investment is made.
Current Year CY + 1 CY + 2 CY + 4
(CY)
Forecast Unit Volume 200 1000 800 800
Unit Price 5.000.000 4.000.000 6.000.000 8.000.000
TOTAL REVENUE 1.000.000.000 4.000.000.000 4.800.000.000 6.400.000.000
Cost of Goods 400.000.000 2.000.000.000 1.600.000.000 1.600.000.000
Gross Profit 600.000.000 2.000.000.000 3.200.000.000 4.800.000.000
Gross Profit % 60% 50% 66,67% 75%
DIRECT EXPENSES
- Marketing 27.000.000/ 90.000.000/ 144.000.000/ 216.000.000/
6months 6months 6months 6months

- Sales 0 0 0 0
- R&D/IT/Dev 0 0 0 0
- Customer Service 0 0 0 0
- Operations 0 0 0 0
- Finance 0 0 0 0
- Other 0 0 0 0
TOTAL DIRECT 27.000.000 90.000.000 144.000.000 216.000.000
EXPENSES
EBITDA 600.500.000 2.005.000.000 3.205.000.000 4.805.000.000
Depreciation & 5.000.000 5.000.000 5.000.000 5.000.000
Amortization
Corporate Allocations 0 0 0 0
Other 0 0 0 0
Indirect/Uncontrollable
Expenses
Taxes 60.000.000 200.000.000 320.000.000 480.000.000
NET INCOME 513.000.000 1.710.000.000 2.736.000.000 4.104.000.000

VI. MARKETING PLAN

Section 1 – Strategic context
The Smart sensor fan will be released on November 20, 2022 as the first product of The
News.
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 The product will release the first 200 units on the market for testing. with a total investment
of 1,000,000,000 million VND and expect to recover capital within 6 months. The product will be
invested in running ads continuously through websites such as Facebook, instagram, zalo, ... 10%
discount for the next order. Rent kol to model the product. In addition, products will be sold onlline
through the store's own page, customers can freely choose their products without going to the store
directly. With these strategies, we estimate that we will suffer a loss in the first 6 months and will
pay back in the 7th month.

Section 2 – Marketing mix

2.1. Product:

Segment or Need Feature Benefit

customer target
The target customers - Consumers want The product is A product bring not
that the company is products that help integrated with only convenience but
targeting are Male and them do more less customer action also luxury
female between the step to use the sensors to help them
ages of 25 and 35 product. control the fan
years old - Consumers want remotely. which
better designed smart includes speed
sensor fan. regulation, swing on
- The market currently or swing off and
has almost no product on/off
that meets the
customer’s demand
Stable and strong A price worthy of the High value meet a comfortable
income quality and modern
experience

The Value Proposition for the Product:

The News

Today, the fan industry market is developing quite strongly with smart products. These are products
that are born to meet the growing needs of customers. At present, we have not found a product that

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 can be used without physical control devices, which is considered a shortcoming in meeting the
demanding needs of customers. Therefore, we will launch a smart product that can solve that
problem. The product is:
• Luxury
• Convenience
• Durable
• Easy to use
• No control device
Our products will bring the feeling you have never had both convenient and luxury.

Product Forecast:
Existing Product New Product or
Enhancement
Unit Volumes 800 200
Average Prices 9.000.000 5.000.000
Total Revenue 7.200.000.000 1.000.000.000

2.2 Pricing:

Product Descriptor List Price Allowable Discounting Floor (Lowest)

or SKU Chargeable Price
The smart sensor 5.000.000 10% discount in customer’s 2.500.000
fan ( the fanfan with birthday month.
built-in smart (500.000/product)
sensor)

2.3 Promotional Programs:

Segment to Media Campaign

Campaign Expected Goal of Call to
Be Channel to Budget Metrics to
Number Date(s) Campaign Action
Targeted Be Used Be Used
1. Discount
Creating a good Social The link in Number of
10% in During the Taking
All relationship with media the customers
customer’s whole selling from
customers customers. (Facebook, introduction increased
birthday product time capital
Twitter) of the page.
month.

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 To gain customer
2. Warranty
trust while
policy for
maintaining
12 months.
product quality.
Customers always
3. Gifts remember the
includes brand and promote
for the first the
order. brand when they
use it.
Customers will
comfortably
4. Free order without
shipping. worrying about
spending extra
money.

2.4 Placing:

We sell products directly at our business premises to create trust for customers. There is the
company's own sales website so that users can buy genuine products with the most preferential
policies.

Section 3 – Product lauches being planned or being carried out

Since all product projects need to be launched, it can be helpful to include a Launch Plan. If a new
product or innovation is being marketed, this section will associated with the launch profile
presented in the Business Case.
Section 4 – Intergrated budgets for all programs

Budget Category Current Year Current Year Next Year

Existing New Programs Continuing
Programs Programs
Advertising 64.000.000 64.000.000 48.000.000
VND VND VND
Advertising Specialties and Premiums 80.000.000 56.000.000 40.000.000
VND VND VND
Merchandising 400.00.000 1.000.000.000 720.000.000
VND VND VND
Publicity/Public Relations 20.000.000 20.000.000 20.000.000
VND VND VND

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 Analyst Relations 20.000.000 20.000.000 20.000.000
VND VND VND
Event support – Product level 8.000.000 VND 8.000.000 VND 8.000.000
VND
Event support – Corporate Mandate 0 0 0
Endorsements 200.000.000 400.000.000 800.000.000
VND VND VND
Sales Incentives 0 0 0
Sales Support 0 0 0
Sales Training 0 0 0
Customer Service Support 10.000.000 10.000.000 10.000.000
VND VND VND
Creative Services 0 0 0
Copywriting 0 0 0
Publishing/Printing 20.000.000 30.000.000 25.000.000
VND VND VND
Fulfillment 0 0 0
Web Site Design 0 0 0
Web Site Maintenance 0 0 0
Corporate Program Support 0 0 0
Product Design Services 0 0 0
Consulting Services 0 0 0
Customer Visits 0 0 0
Customer Councils/Advisory Boards 0 0 0
Beta or Field Trial Support Prorgams 0 0 0
Other Marketing Service and 0 0 0
Expenditures
Design and Packaging Services 5.000.000 VND 5.000.000 VND 5.000.000
VND
Branding Support 0 0 0
TOTAL FUNDING REQUIRED 827.000.000 1.613.000.000 1.696.000.000
VND VND VND

Section 5 – Measurements and matrics

Marketing Investment to Desired Quantitative Results Versus

Investment Be Made Qualitative Outcome Outcome
Category Outcome (Metric)

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 Influencer 15.000.000 Increase "The 100.000.000
VND/2 viral News" brand VND
video awareness by
10% and achieve
50% Digital
Transformation
in 3 months
through 2
influencer
product review
videos

Section 6 – Risks

Risk (What Could Happen?) What Action Would Be Taken to Mitigate This
Risk?

Competitors will join in our field
Can not sell the product because it’s not accurately determine the understanding of
popular yet
Showing our customers who is the leader in the
smart fan industry. Our Products are claimed to be
the best and unique with more intelligent and
convenient functionality than any other. we are
ready to launch new products to make our product
line even more outstanding.
customers, target customers for the product. Then,
start incrementally increasing our marketing
strategy quarterly. Leverage KOLs and Influencers
with centralized distribution to big dealership

Section 7 – Appendices
PRODUCT MANAGER DESK REFERENCE Documentation compiled by Steven Haines
- Source:
https://www.cybrosys.com/blog/how-to-create-promotion-programs-in-odoo-15-sales
https://www.qualtrics.com/experience-management/product/value-
proposition/#:~:text=A%20product%20value%20proposition%20is,get%20out%20of%20the%20
product.
https://oag.parliament.nz/2009/statements-of-intent/part4
https://ppp-certification.com/ppp-certification-guide/69-base-case-sensitivities-and-scenarios

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https://www.amazon.fr/Electric-fan-Ventilateur-Silencieux-
T%C3%A9l%C3%A9commande/dp/B085NSXJM4?th=1
https://en.wikipedia.org/wiki/Panasonic
https://vi.wikipedia.org/wiki/Xiaomi
https://123docz.net/trich-doan/772830-tong-quan-thi-truong-quat-dien-dan-dung.htm

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