TABLE OF CONTENT

I. INTRODUCTION
II. MAJOR FINDINGS
III. CONCLUSION
IV. REFERENCES

I. INTRODUCTION

For any corporation, a pivotal driver of success lies in the adoption of a sound
marketing strategy. Indeed, a well-crafted marketing strategy begets customer
loyalty, substantial profitability, and a strong competitive edge in the market.
Confronted with unforeseeable market dynamics and external perturbations such
as epidemics, environmental issues, and economic fluctuations, a robust marketing
strategy becomes imperative to address the intricacies of the corporate internal and
external landscape.

II. MAJOR FINDINGS

1. TASK 1
1.1 Definition of Marketing

Family Mart's marketing philosophy entails the endeavor of bridging the gap
between high-quality products and consumers while creating an inviting,
contemporary, and secure shopping setting. Simultaneously, it seeks to foster
lasting customer relationships through tailored shopping campaigns aligned with
distinct product categories and seasonal festivities, with the ultimate goal of
accruing value from patrons in the form of revenue, customer advocacy for
supermarkets, and the gradual expansion of the customer base over time. (Houston,
1986)

1.2 The external environment influences the company's capacity to detect

opportunities and problems.
 - Micro environment

Public: includes Users and Non-public Users (Muntasir, 2019)

Financial Publics: The bank and shareholders provide financial resources to

support the ongoing and evolving operations of Family Mart establishments over
various periods, each with distinct objectives for the loans extended. For instance,
in times of a pandemic, funds may be allocated to cover critical expenses such as
rent and employee benefits, as well as the upkeep and refurbishment of idle
equipment. Similarly, when embarking on the expansion of new Family Mart
branches in diverse locations, the company relies on bank loans as a means to
facilitate this growth.

Media Publics: This encompasses publications such as magazines, newspapers,

and various electronic news outlets disseminated by news agencies and
newspapers, which include websites featuring content related to Family Mart,
including disclosures made by Family Mart itself and information disseminated by
news agencies. Such information holds sway over not only the company's
reputation but also exerts a tangible impact on Family Mart's bottom line in terms
of profitability and sales. Consequently, Family Mart may resort to media
interventions to rectify information or employ these channels to bolster its
corporate image.

Government Publics: This involves government entities directly relevant to

businesses, including tax authorities and legal counsel associated with Family
Mart. Management is tasked with assessing and adjusting strategies in response to
shifts in the policies and regulations of pertinent governmental bodies, with the
aim of remaining compliant with the law. Additionally, management is obligated
to collaborate with legal firms to ensure the safety of product-related information
and the veracity of claims in advertisements.

Citizen-action Publics: This category encompasses minority groups that wield a

significant influence on consumer and citizen purchasing decisions. Crafting a
marketing strategy that respects the interests of these groups and remains
compliant with the law can yield substantial profits for Family Mart. These
minority groups, such as the Vietnam Sugar Association and the World Instant
Noodles Association, play a pivotal role in overseeing product quality and
prioritizing consumer welfare.

Local Publics: This demographic comprises individuals residing in the vicinity of

Family Mart, including customers and local community organizations who closely
observe Family Mart's operations and developments. For these stakeholders,
Family Mart has established policies aimed at ensuring safety and security, evident
through the presence of a 24/7 security team within the buildings area.
Furthermore, Family Mart assumes responsibility for the proper management of all
waste generated during its operations, with the objective of preventing any adverse
impact on the neighboring residential environment.

Conversely, this local community has the capacity to evaluate and directly
communicate their observations regarding Family Mart's conduct to both
governmental authorities and the media, thereby exerting an influence on the
company's profits and revenue.

General Publics: This group encompasses the entire citizenry, along with
individuals who are dedicated followers of Family Mart through social media
channels. These individuals express a keen interest in and closely monitor Family
Mart's sales, discounts, and promotional strategies, as well as the products
marketed and distributed by Itochu Corp in Tokyo. Notably, the policies adopted
by Family Mart's management directly influence the choices made by these
consumers in their purchasing decisions.

For instance, Family Mart has taken measures to list its products on e-commerce
platforms such as Baemin and Shopee Food. Moreover, it facilitates payments
through these applications to ensure convenient and socially responsible shopping
experiences during the pandemic. Additionally, Family Mart has introduced
policies for card issuance, as well as benefits for members who patronize the
Family Mart network nationwide, including various services offered to in-store
shoppers.
Internal Publics: This category encompasses all internal stakeholders within the
company who have a direct impact on the quality of Family Mart's products, with a
particular emphasis on service quality. Family Mart has instituted various policies
aimed at motivating and retaining its employees. These policies include a 13th-
month salary bonus, quarterly key performance indicators (KPIs), profit-sharing
initiatives, and participation in health insurance, unemployment insurance, and
social insurance programs.

The rationale behind these policies is rooted in the recognition that this group
indirectly shapes the future quality of the company's human resources and, in turn,
the future quality of its services. For instance, individuals seeking employment at
Family Mart may be dissuaded by negative feedback about the working
environment from current or former employees. Such considerations influence
their decisions, leading them to explore other employment opportunities
elsewhere.

- Marco Environment

Demographics represent a crucial concern for Family Mart, as it has been a core
consideration since the company's inception. The company's exhaustive
demographic analysis covers factors such as population size, density, age, gender,
race, and occupation, all of which are crucial for ensuring a stable customer base
and revenue generation (Muntasir, 2019). This is because demographics are
intrinsically linked to people, who collectively constitute the market.

Furthermore, Family Mart's status as a retail chain underscores the significance of

understanding its target customer group and the specific attributes that define this
audience. Notably, changes in demographics wield substantial influence over
marketing strategies and necessitate the introduction of new product categories.
The contemporary market is characterized by a growing diversity, encompassing
international, national, ethnic, LGBTQ+ groups, and individuals with disabilities.
Family Mart strives not only to cater to the multifaceted needs of all customers,
including provisions such as accessible facilities for people with disabilities,
bilingual signage, and ungendered toy sections, but also to avoid unintentionally
offending any customer by adopting practices like displaying cosmetic brands for
all genders in a unified section.

1.3 The important roles and responsibilities of the Marketing department in the
company

The primary objective of marketing is to create value for customers and establish
enduring customer relationships that yield reciprocal value. Consequently, the
foremost role of marketing is research and development (R&D) to gain a profound
understanding of customer needs and market dynamics (The Hartford, 2021).
Within the marketing department of Family Mart, this involves a keen grasp of
customer and market psychology, alongside adept management of customer data
and marketing intelligence. This knowledge is then applied to meet various
customer needs, such as diverse quantities and types of essential items in stock,
and monthly website vouchers. Additionally, the maintenance of customer
relationships is fostered through membership cards offering a range of incentive
programs. The human element within the business is pivotal, as it directly
contributes to customer value. Therefore, the marketing department plays a crucial
role in devising effective recruitment and corporate public relations (PR) strategies
(The Hartford, 2021). For example, Family Mart adopts a flexible recruitment
approach, clearly stated on their website and social media platforms, outlining job
requirements, employee benefits, and compensation packages.

In addition to these responsibilities, the marketing department is entrusted with

upholding environmental and social accountability (CoSchedule, n.d.). To devise a
marketing strategy aligned with environmental conservation and social well-being,
Family Mart not only formulates strategies for recruiting cleaning staff, waste
collectors, and security personnel but also launches the ECO GREEN campaign to
reduce plastic waste and plastic bag usage. Furthermore, Family Mart introduces
L-care environmental bags, joins the coalition against plastic waste, and initiates a
nationwide campaign against plastic waste. These initiatives serve a dual purpose,
striving not only to safeguard the environment but also to bolster customer trust,
thereby fortifying customer relationships.

1.4 Marketing department influences and interrelates with other departments in the
company.

The collaborative effort between the Marketing and IT departments is strategically

positioned to align with shopping trends in the digital era (referred to as the 4.0
era), encompassing online shopping and electronic wallet payments. Together,
they shoulder the responsibility of maintaining up-to-date information about
Family Mart's product inventory and availability on sales platforms such as Grab
and Bee. This collaboration extends to managing information dissemination
regarding events, campaigns, and customer offers on social media platforms, as
well as the design and upkeep of the company's website. The IT department also
plays a vital role in facilitating online marketing and the collection of customer
data. The Marketing department, on the other hand, takes the lead in shaping
content and devising strategies that need to be promoted, enabling the IT
department to execute them effectively. This synergistic approach empowers
Family Mart to adapt and remain competitive in the retail landscape, effectively
contending with competitors like Winmart and Circle K.

Simultaneously, the Human Resources department collaborates with the Marketing

department to attract and recruit the right talent for Family Mart. The HR
department is tasked with maintaining updated records of employee salaries and
benefits packages, as well as providing a roster of job positions to be filled,
complete with recruitment criteria and requisite documentation for potential
candidates. Meanwhile, the Marketing department is responsible for creating a
compelling brand image and marketing initiatives that capture the attention of
potential employees. This integrated approach ensures that Family Mart can both
acquire and retain the talent needed to sustain and grow the business.
 2. Task 2
2.1 Marketing Mix

Environmental pollution has had a notable impact on customer behavior and

purchasing patterns. Consumers are increasingly seeking products that are both
eco-friendly and health-conscious while maintaining high quality. Consequently,
businesses are responding by introducing product lines that align with these
sustainability and health criteria.

In the context of Vietnamese fashion brands committed to environmental

protection, two notable brands stand out: Routine and Canifa.

Canifa, which established in 2001 had commenced its environmental protection

campaigns in 2022. As for Routine, the company founded in 2013, initiated its
environmental protection initiatives in 2020.

7Ps Routine Canifa

Product Quality & value
Routine's products have garnered
favorable customer reviews,
attesting to their commendable
quality. In terms of product value,
as garments, they serve the
essential functions of enhancing
appearance, providing coverage,
and keeping the body warm.
Branding & imagery
As implied by its name, Routine's
clothing is designed to become a
daily habit, a default choice for
users in all situations. Notably, both
men's and women's attire from
Routine prioritizes style, comfort,
and, most importantly, imparting a
sense of authenticity to the wearer.
Consequently, Routine's products
are all centered around user-
friendliness and a personal
connection. To reference Routine is
to evoke an apparel brand known
for its minimalist yet high-quality
product offerings. (Routine, 2013)
Quality and value
Customer reviews consistently
highlight the superior quality of
Canifa's products, emphasizing
their durability and longevity. In
addition to the fundamental
attributes of enhancing
appearance, providing coverage,
and ensuring warmth, Canifa's
products also possess the
distinctive capacity to convey
innovation and originality,
enhancing their overall value.
Brand and image
When Canifa is mentioned, it
immediately conjures thoughts
of T-shirt collections featuring
distinctive designs and prints
inspired by Vietnamese themes,
encompassing traditional cultural
elements and the urban pulse of
Vietnam. Furthermore, Canifa is
recognized as a pioneering brand
that forges new paths while also
maintaining a commitment to
User experience environmental preservation.
Customers can enjoy the product User Experience
range comprising a diverse Customers can immerse
selection of clothing and themselves in a wide-ranging
accessories, characterized by their
product line encompassing
affordable prices and high-qualityclothing and accessories,
standards. These items feature distinguished by their relatively
minimalist, contemporary, and higher prices and exceptional
youthful designs. Moreover, quality. These items showcase a
customers can benefit from supportvariety of youthful and
services, guidance, and innovative designs. Furthermore,
advantageous policies designed to customers can access support
enhance their overall experience services, personalized advice,
with the business. and exclusive benefits tailored to
Features the business's valued clientele.
Routine is characterized by its Features
product lines featuring unassumingCanifa's distinct characteristics
yet aesthetically pleasing designs.
lie in its product lines,
They strike a balance between distinguished by their distinctive
simplicity and vibrancy, appealingand vibrant designs that exude
to individuals aged 18 to 30 individuality. Furthermore,
(Routine, 2013). This is evident in
Canifa's products are exclusively
their understated textures and well-
tailored to a youthful and
suited color schemes, which avoid dynamic teenage audience
excessive flamboyance or overly (Canifa, 2001). This orientation
vivid hues. is evident in the lively color
Warranties palette and the presence of
All accessory items are covered byunique prints adorning the
a 180-day warranty against products.
manufacturer defects. In terms of Warranties
the exchange policy, items with a While Canifa's exchange and
discount of less than 30% can be return policies may be more
exchanged in case of defects or ifrestrictive, with eligibility
customers change their minds, largely limited to products at
whereas products with a discount their original price, this approach
exceeding 30% are not eligible foraligns with their emphasis on
returns. Additionally, the return quality assurance and the desire
policy is applicable solely to online
to maintain the integrity of their
purchases and must be initiated offerings. Canifa's reputation for
within 15 days of receiving the offering well-crafted and
product. (Routine, 2013) distinctive clothing has solidified
its position as a trusted fashion
destination for many consumers.
(Canifa, 2001)
Product line: For both men and women
Shopping product: These items come in a wide range of prices,
 designs, and quality levels, prompting buyers to invest more time in
carefully comparing shopping merchandise before making their
purchase decisions.
Price Strategy Strategy
Routine employs a competition- Canifa employs a psychology
based pricing strategy, meaning pricing strategy, a technique
that their products are priced to be where product prices are set just
competitive with similar offerings below a round number. For
from other brands targeting the example, instead of offering a
same customer segment in the product at a flat price of 400,000
market. This approach ensures that VND, Canifa typically prices
their products can effectively vie their products at 399,000 VND.
for the attention and patronage of This strategy leverages consumer
their intended customer base. psychology to create the
List price perception of a more affordable
The pricing spectrum of the price and potentially entice more
products encompasses a range from purchases. (Canifa, 2001).
100,000 VND to 1,150,000 VND, List price
reflecting a diversified pricing The price range for products at
strategy within this particular price Canifa extends from 58,000
bracket. (Routine, 2013) VND to 1,399,000 VND.
Free elements (Canifa, 2001)
The complimentary services Free elements
provided include free customer The array of complimentary
support, consultation, and the services comprises free customer
provision of product bags at no support, consultation, the
extra cost. Furthermore, in-store provision of free product bags,
amenities encompass looking after stickers, and souvenirs.
customers' belongings and offering Additionally, in-store services,
the convenience of free product including safeguarding
trials. These added services and customers' belongings and
benefits enhance the overall facilitating the trial of items,
customer experience, fostering come at no extra cost. These
satisfaction and loyalty. (Routine, added services and benefits
2013). contribute to a positive and
enhanced customer experience,
promoting customer satisfaction
and brand loyalty.
Payment methods
Customers are afforded various payment options, including cash, debit
card, credit card, and online payment applications, providing them with
flexibility and convenience when settling their purchases.
Discounts
The company implements a high-low price strategy, frequently offering
product discounts ranging from 30% to 70%. These discounts vary
based on factors such as the quantity of items purchased and the time
 of year. Additionally, customers can take advantage of discounts such
as "buy more, save more," which can yield savings of up to 50%.
Furthermore, seasonal discounts and special holiday promotions are
regularly introduced to provide customers with additional cost-saving
opportunities.
Place Marketplaces Marketplaces
As of the present, Routine operates Canifa currently boasts a global
29 stores distributed across 7 presence with a network of
provinces in Vietnam, with a hundreds of stores worldwide.
concentrated presence in major Moreover, the company has
urban centers. These strategic expanded its product distribution
locations cater to areas where by selling through online
residents have the financial platforms such as Tiki, Lazada,
capacity to invest in clothing and Shoppe. Canifa strategically
products, and they also tap into a establishes its stores in cities
substantial customer base in these with youthful populations and
populous regions. (Routine, 2013) substantial shopping demand,
Distribution strategy including prominent locations
These stores function as direct like Ho Chi Minh and Hanoi,
distribution channels to reach where consumer demographics
consumers, allowing the company align with the brand's target
to oversee the entire profit chain audience. (Canifa, 2001)
without the involvement of Distribution strategy
intermediaries like supermarkets or The company's stores serve as
trade centers. Furthermore, Canifa's distribution channels directly to
products are also made available consumers, allowing them to
through online marketplaces such oversee the full profit chain
as Shopee and Amazon, further without the need for
expanding their reach to potential intermediaries such as
customers. supermarkets or trade centers.
Additionally, Canifa's products
are made available through
prominent online marketplaces
like Shopee, Lazada, and Tiki,
further expanding their
accessibility to a wider customer
base. (Canifa, 2001).
Website
The company maintains a website for the dual purpose of promoting
and selling its products. Additionally, this website serves as an
informative platform, providing details and information about the
products offered.
Promotion Messaging Messaging
As implied by its name, Routine's Canifa is a Vietnamese fashion
clothing is designed to become a brand created and produced by
daily habit and the preferred choice Canifa Company. Canifa aims to
for individuals in all situations. The express its unique style,
primary objective is to offer characterized by a playful and
comfort to the customers, with a unconventional approach that
crucial emphasis on instilling a has gained popularity.
sense of authenticity and "being Additionally, the brand seeks to
oneself" in the wearer. (Routine, communicate its commitment to
2013) environmental concerns and
Search market consumer well-being, aligning
Routine targets the apparel market, with contemporary values and
specifically catering to customers priorities. (Canifa, 2001).
aged 18-30, encompassing both Search market
men and women. This demographic The target market for this brand
seeks clothing that enhances their is the apparel market focused on
appearance, values high-quality young individuals, particularly
garments, and places importance on teenagers, who prioritize style
dedicated and considerate customer and have a penchant for
care services. (Routine, 2013) distinctiveness, uniqueness, and
Promotions novelty in their clothing choices.
The company leverages Key (Canifa, 2001).
Opinion Leaders (KOLs) to Promotions
showcase their products, a strategy The company employs Key
aimed at expanding their customer Opinion Leaders (KOLs) to
base. Additionally, they create endorse their corporate products,
campaigns such as the 2020 an approach designed to bolster
Organic Cotton campaign, their customer base.
introducing affordable short- Furthermore, they have initiated
sleeved T-shirts made from organic campaigns like the Sayit
fibers in comparison to other Campaign in 2019, which left a
products (Routine, 2013). significant impact by promoting
Furthermore, the company offers environmental consciousness
cloth bags for VND 15,000 with within the Vietnamese youth
any purchase (Routine, 2013). In community. These endeavors not
addition, they market soaps only enhance customer
featuring natural extracts from engagement but also underscore
plants and herbs (Routine, 2013). the brand's commitment to
These initiatives reflect their environmental advocacy.
commitment to customer (Canifa, 2001).
engagement and environmentally
friendly practices.
Social media
These companies employ a multi-faceted approach to promote their
products, utilizing their social media accounts on platforms such as
Facebook, Instagram, and YouTube. Additionally, they make use of
their official business sales websites to disseminate product
information and engage with customers. These online channels serve as
dynamic tools for updating product details and maintaining
 communication with their customer base.
Direct Marketing
Direct marketing serves as the means for consumers to establish direct
connections with businesses. These two companies utilize various
direct marketing methods, including SMS marketing, social media
marketing, and email marketing. In the case of SMS marketing,
customers who provide their information and sign up for membership
either in-store or during online purchases will receive messages
containing promotional offers and product information via their
registered phone numbers. This approach enhances direct
communication between the companies and their customers, delivering
targeted promotions and pertinent product details.
Advertising
Both companies prioritize their marketing efforts on social media
advertising, direct mail advertising, and outdoor advertising. Notably,
they have a strong presence on social networking sites, with a focus on
posting information and images related to product design, creating
blogs, and hosting live streams to introduce their products.
Furthermore, they invest in online newspapers as a channel for
promoting their brands and products. These multi-faceted advertising
strategies underscore their commitment to reaching a diverse and broad
audience.
Word of mouth
Word of mouth refers to an individual's method of communicating with
others, whether it be another individual or a group. In the context of
these companies, word of mouth occurs when customers share their
experiences with the product, and it can also take place when
employees actively promote the product. This organic form of
communication plays a significant role in shaping public perceptions
and influencing potential customers.
People

Customer service
The range of services provided includes direct contact, assistance with
purchasing, size selection guidance, store location information, advice
on product storage, customer surveys about products and services.
Moreover, the customer service department proactively engages in
consultations with customers, offering comprehensive support and
assistance in various aspects of their shopping experience.
Training
Enterprises provide training for employees in each department,
 equipping them with fundamental skills essential to their roles. For
instance, sales staff undergo training that encompasses communication
skills with customers and product knowledge, enabling them to
effectively interact with and inform customers about the products.
Process For in-store customers, the process includes opening the door to
welcome customers, assisting them in selecting the right products,
helping them choose the appropriate size, and persuading them to
complete their order. Once the customer finalizes the order, the cashier
handles payment and provides options for membership registration or
points cards. After the transaction, the cashier ensures the products are
packed into a bag and returns any change to the customer.

For online buyers, the online sales staff receive orders and confirm
them with customers via phone. After confirmation, the staff transfers
the order to the warehouse, where the products are located and
prepared for shipment. The delivery duration typically ranges from 1 to
5 days, depending on the proximity of the customer's address.
Additionally, customers have the option to return items within a
specified timeframe.
Research & Development
Proactively gather feedback from customers regarding both service and
product quality, and subsequently analyze and curate these opinions to
facilitate improvements and adjustments that align with customer
preferences and expectations.
Physical Store Store
evidence The store is staffed with 3 to 4 The store is typically staffed
marketing personnel and 1 cashier, with 3 to 4 employees who serve
and its interior is adorned with a dual roles in marketing and
palette of white and yellow to cashier functions. Its interior
evoke a cozy and inviting decoration features youthful and
ambiance. The staff don uniforms vibrant colors such as white,
and extend warm greetings to purple, black, and blue. The staff
customers, offering assistance as don Canifa uniforms and provide
they peruse and make their a warm welcome, actively
selections. The choice of in-store assisting customers with their
music is tailored to accommodate purchases. In addition, the store
the number of customers and the plays music selected from
product presentation. Furthermore, popular chart-topping songs to
the store is scented with a subtle capture the attention of the
and pleasant fragrance, ensuring young customer demographic.
comfort even during peak customer This approach aligns with the
traffic (Routine, 2013). brand's focus on appealing to a
youthful audience.
Packaging
Products are packaged in eco-friendly paper bags following customer
selection. These paper bags are crafted from environmentally
 sustainable materials and are imprinted with the company's logo,
reflecting a commitment to ecological responsibility.

2.2 Strengths and Weaknesses

- Routine

Routine's strengths lie in its target customers, who are already conscientious about
their appearance and possess a certain level of financial potential, making their
products more marketable. Moreover, offering competitive pricing relative to other
businesses serving a similar customer base, along with a robust return policy and
responsive customer support, contributes to Routine's strength. Meticulous packaging
and a well-thought-out pricing strategy further enhance their appeal.

However, Routine does have weaknesses, including a limited focus on community and
environmental campaigns, which may hinder its ability to build goodwill with
customers who prioritize social and environmental issues. Additionally, their market
reach is constrained, with products mainly available on platforms like Tiki and Lazada
or in areas without an official Routine store, which could potentially impact their
business negatively. Expanding their presence and sustainability efforts may address
some of these weaknesses.

- Canifa

Canifa's strengths lie in its commitment to campaigns and messaging that closely
align with environmental and societal concerns while maintaining a focus on
breaking style and creating individuality. Additionally, Canifa's distinctive and
difficult-to-replicate designs contribute to its appeal.

On the other hand, Canifa faces challenges, particularly in terms of pricing, which
may not be as competitive in comparison to other brands targeting active young
individuals, many of whom have limited income or are not financially self-
sufficient. This competitive pressure is particularly pronounced in the presence of
affordable domestic brands such as DirtyCoin, ClownZ, or HaNoi Riot. Moreover,
Canifa's creative designs may no longer be as captivating for 16- to 18-year-olds,
as Gen Z is increasingly inclined to seek high-end and limited product lines. The
company's reduced focus on collaborations with brands or celebrities, which could
generate revenue from fan-based engagements, may also be impacting their
business prospects. Addressing these challenges would be crucial for Canifa's
continued success.

2.3 Overall objectives of Canifa and Routine

Canifa's business goal and mission revolve around becoming the premier brand in
Vietnam for street fashion targeted at young individuals. They aspire to not only
achieve this status but also position themselves as a sustainable "GREEN"
business and a socially responsible fashion enterprise that generates positive
change among young people (Canifa, 2001). Reflecting on the elements integrated
into Canifa's marketing mix and the accomplishments amassed over its 20-year
history, it's evident that Canifa has realized its ambitions. The brand has
established itself as a popular name in street fashion since 2019 and is renowned
for its positive impact on young people, particularly through initiatives like the
"Sayit" campaign focused on environmental preservation.

Routine, on the other hand, steers its business activities towards customer
satisfaction, membership engagement, societal contribution, and cultivating a
reputation as a dependable and upstanding enterprise (Routine, 2013). Analyzing
Routine's actions in alignment with its marketing mix, it's clear that the company
has successfully pursued its objectives. A prominent example of this is Routine's
customer-friendly pricing and the initiation of campaigns that contribute to the
well-being of the community and society (Vu, 2020). This underscores their
commitment to their mission and their achievements in this regard.

2.4 Marketing Plan for the new product

Overall aims:

Family Mart has defined three specific objectives for its new organic product line:

1. Market Penetration: The first goal is to enter the organic food market and
secure a substantial presence by capturing 30% of the market share within the
initial two quarters of 2023. This goal indicates a proactive approach to
establish a strong position in the organic food sector.
2. User Awareness: The second objective is to effectively raise awareness among
users regarding Family Mart's new organic product line throughout the first
three quarters of 2022. This emphasizes the importance of informing and
educating potential customers about the offerings.
3. Market Expansion and Revenue Growth: The final goal is to expand the
consumption market for the new product line, with the expectation that this line
will contribute 5% of the company's total revenue by the end of 2023. This
objective highlights the company's ambition to diversify its revenue streams
and make the organic product line a significant contributor to its overall
financial performance.

STP analysis:

The marketing approach for Family Mart's new food product line involves the
following strategies:

1. Segmentation:

Market segmentation is employed to efficiently allocate resources, focusing on

investing in strengths and core competencies to enhance competitive advantage
(Houston, 1986). The segmentations for the new food product line include:

- Behavior: Targeting individuals who prioritize health and product quality.

- Geographic Location: Concentrating on densely populated urban areas.
- Lifestyle: Appealing to those who prefer traditional markets over supermarkets.
2. Targeting:
Family Mart adopts a Differentiation Marketing approach to reach a broad
audience. The campaign aligns with the company's mission of "Expansion,"
aiming to bring products and services to everyone, regardless of their location.

3. Positioning:

Positioning defines the product or service's standing in comparison to others in the

market offering similar products and services. It also signifies the product's place
in the consumer's perception (Houston, 1986). This approach is used to position
the new food product line in relation to its competitors and in the minds of
consumers.

2.5 Tactics

The revised strategy for Family Mart involves a shift in pricing strategy and
product orientation to target a broader spectrum of customer groups and popularize
the consumer base. Family Mart intends to offer organic food products to
customers at highly competitive prices, outperforming Vinmart's organic product
pricing. To achieve this, Family Mart aims to establish partnerships with local
organic food production companies in Vietnam. This collaboration will not only
help reduce transportation and storage costs but also enable Family Mart to cater to
a wider range of consumer needs efficiently.

2.6 Marketing Mix changes require

To successfully enter the environmentally friendly food market, Family Mart

should consider the following changes in its marketing strategy:

1. Promotion:

Television Advertising: Implement a television advertising strategy to effectively

inform and reach out to customers about the new environmentally friendly food
products. Television commercials can help convey the brand's message and
benefits to a wider audience.

2. Physical Evidence:

Packaging: Revise the packaging of environmentally friendly foods to align with

the brand's message while remaining easily recognizable as Family Mart's
products. The packaging should reflect the environmental consciousness and
quality of the products.

3. Product Value Orientation:

Environmentally Friendly and Health Benefits: Position the value of the products
towards their environmental friendliness and their positive impact on consumers'
health. Highlight the benefits of choosing environmentally friendly options in
terms of personal health and the environment.

These changes will help Family Mart effectively communicate its commitment to
providing environmentally friendly and health-conscious food products to its
customers.

2.7 Recommendations

The proposed strategy involves utilizing the profits generated within the initial 5-
10 years to establish a company-managed private farm. This farm serves several
purposes, including cost reduction, stringent quality control, and preventing
product defects that could harm the company's reputation. Furthermore, the
company should allocate a portion of its profits to support environmental and
community funds, infusing its products with a meaningful, socially responsible
aspect to attract customers.

III. Conclusion
In summary, marketing is an essential process for all companies, enabling them to
increase their customer base and effectively manage profitable customer
relationships. The primary objectives of marketing are to provide value to
customers and, in turn, receive value in return from those customers (Phillip Kotler
and Gray Amstrong, 2017).

IV. REFERENCES

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