MEET THE FRESH

FRUIT TEAM

DAO THI HUE HOANG THI LAN

21070007 20070942

VU THANH THAO NGUYEN THI QUYNH ANH

Marketing Strategist 20070095

Our store offers imported fruits and seasonal fruits. We

are granted a certificate of hygiene and safety and a
certificate of imported fruit of clear origin. Customers
when choosing fruit in our store should be assured of
Daniel Gallego
Product Manager Project Manager
the quality.
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY 04
II. COMPANY BACKGROUND
1. Business idea 05
2. Mission & Vision statement 06
3. Company story 07
III. BUSINESS MODEL ANALYSIS
1. SWOT Analysis 08
2. Eight key elements of Fresh Fruit
Value Proposition 10
Revenue Model 11
Market opportunity 12
Competitive environment 13
Competitive advantage 13
Market strategy 14
Organizational development 15
Management team 17
IV. PRACTICAL TASKS
1. Web presence 19
2. Propose a digital marketing plan 30
V. CONCLUSION 44
VI. REFERENCES 45
 I. EXECUTIVE SUMMARY
The rise of e-commerce and changing consumer behavior have created a
significant opportunity for fruit sellers to expand their market reach and increase sales
through online platforms. The demand for fresh fruits also has been increasing steadily
over time, with a growing awareness among consumers about healthy living and eating
habits. Moreover, with the current global pandemic situation, there has been an even
greater emphasis on staying healthy and consuming more fruits.

Fresh Fruit will be a store which provides fresh fruits to the customers at reasonable
price and at their convenience. The company will be aiming for customer satisfaction
and retention rather than on expansion and huge growth. Additionally, people with
hectic schedules who do not have the time to buy fruits from a store can also benefit
from our service.

By leveraging technology for ease of transactions while prioritizing quality control

throughout operations, we aim to create a brand that provides trustworthy service for
customers.

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 II. INDUSTRY/COMPANY
BACKGROUND
Business idea
Currently, there is a lot of information
about dirty food and fruit floating on the
market that makes consumers very
worried. Grasping the demand for clean
and safe products, many clean fruit
shops have developed rapidly in recent
years. Along with economic development
and improved quality of life, besides the
trend of consuming domestic fruit
products, many consumers trust and
support imported clean fruit products
from a foreign country with a clear origin
Grasping that need, a group of 4
students from International School -
VietNam National University opened
online shops selling imported fruits. The
store not only serves the customers'
enjoyment needs, but also designs fruit
gift baskets for customers to take away
as gifts

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 Mission
Fresh Fruit Selling offers a convenient and
easy online shopping experience, along with
verified product quality and clear origin.

Vision
With the mission of building a retail chain of
clean and quality fruits to protect the health
and improve the value of Vietnamese
agricultural products, along with bringing
imported fruits closer to consumers, Fresh
Fruit not only pioneer in changing the
agricultural industry towards sustainable
farming that is beneficial to human health
and positively impacts the environment, but
also especially wishes to change the eating
habits of Vietnamese people in a beneficial
direction.

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 FRESH FRUIT STORY
Process of formation and
development
Fresh Fruit is a brand established and
developed by a group of 4 final-year
students from International School -
Viet Nam National University in 2023.
The store focuses on online sales on
social networking platforms such as
Facebook, TikTok, and Instagram.
Customers will always be updated
about the fruits available at the store,
promotions right on the above social
networking platforms. Whenever
customers need advice, there will
always be staff on duty to answer
customers and arrange express
shipping in the inner city of Ha Noi.
Fresh Fruit also receives fruit delivery to
other cities and towns in about 3-5
days from the date of placing the
order. In addition, the store focuses on
developing gift baskets and fruit
souvenirs for customers to buy and give
to their loved ones.
07
System of 05 core values ​that
Fresh Fruit brings to customers
1. Honesty in actions and words: All product
information that Fresh Fruit conveys to
customers is guaranteed to be honest and
accurate, giving customers the most objective
view of the product.
2. Products at Fresh Fruit: high quality fruit
with clear origin, healthy for consumers.
3. Dedicated to serving customers: Fresh Fruit
always listens, takes care and brings quality
and suitable products.
4. Aggressiveness and speed in work: In order
for customers to have the best experience with
products, Fresh Fruit always tries to be quick
and careful during the shipping process. In
addition, Fresh Fruit is also ready to listen and
enthusiastically solve all customers' questions.
5. Not afraid to make mistakes, dare to
change: When unfortunate events happen,
Fresh Fruit is not afraid to admit mistakes,
correct mistakes, thereby constantly improving
to give customers the best product and service
experiences.
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 III. BUSINESS MODEL
ANALYSIS
1 . SWOT ANALYSIS
STRENGTHS WEAKNESSES

Rich and diverse seasonal

products. Intrinsic perishability due to
Good for customers' health the nature of each fruit.
(Products are certified and Sales are restricted by
tested before reaching season.
customers).
Reasonable prices, products
are carefully tested.

OPPORTUNITIES THREATS

More supply wholesome, safe, Disease, climate conditions,

nutritious are provided for
consumers throughout the
year.
Fresh fruit is more interested
by customers
The trend of online shopping
and e-commerce is growing.
environmental factors.
Many stores use food of
unknown origin with very
cheap prices to deceive
consumers.

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 PORTER'S 5 FORCES
FRESH FRUIT SELLING

2.1. Rivalry among existing competitors

There are numerous fresh fruit store established
Competitors find better supplies
-> HIGH

2.2. Threat of new entrants 2.3. Bargaining power of

suppliers
Low switching cost, strong
force Fragmented suppliers
Too many participants make Margins for suppliers not very
the supply of clean fruits high
exceed customer demand. High supply variability
-> HIGH -> LOW

2.4. Bargaining power of buyers

Many option for customers ( For example, if the queue is too long at
one store, the buyer can probably go to another store )
The trend of customers going to places with cheaper prices as well as
better customer service
-> HIGH

2.5. The threat of substitute products

Many fresh fruit store
Other healthy fruits available at lower cost
Products made from fruit are more produced and popular
-> HIGH
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 2. EIGHT KEY ELEMENTS
Value Proposition
Quality and Freshness
Ensure that the fruits are carefully sourced
from trusted suppliers and delivered to
customers in the shortest possible time,
maintaining their optimal freshness.
Highlight any quality control measures or
certifications our store have in place to
assure customers of the high standards
maintained.
Wide Variety and Selection
Showcase the extensive range of fruits
available on our e-commerce platform.
Offer a diverse selection of fruits,
including popular varieties as well as
unique and exotic options. Cater to
different customer preferences and
dietary needs, ensuring there is something
for everyone. Highlight the variety of
seasonal fruits and any exclusive or hard-
to-find options our fruit store offer.
10
Competitive Pricing and Value
for Money
Offer competitive pricing on our fruits while
ensuring value for money. Communicate that
customers are getting high-quality fruits at
affordable prices compared to traditional
retail stores. Consider offering discounts or
special promotions on bulk orders,
subscription models, or loyalty programs to
enhance the value proposition and encourage
repeat purchases.
Exceptional Customer Service
Prioritize exceptional customer service to
differentiate our fruit store. Ensure prompt
and responsive customer support, addressing
inquiries, concerns, or issues efficiently. Offer
hassle-free returns or replacements in case of
any dissatisfaction. Demonstrate that our
store value customers and are committed to
providing an exceptional experience
throughout their interaction with our e-
commerce platforms.
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Revenue Model
Web sales
The primary revenue stream comes through our e-commerce platform. Customers visit
your online store, browse through the fruit offerings, and make purchases. Revenue is
generated from the sales price of the fruits minus the cost of procurement,
packaging, and any associated operational expenses.

Subscription Service
Introduce a subscription service where customers can sign up for regular fruit
deliveries. Offer different subscription plans such as weekly, bi-weekly, or monthly
fruit boxes. Customers pay a recurring fee, and in return, they receive a curated
selection of fresh fruits at their desired frequency. This provides a steady revenue
stream and encourages customer loyalty.

Bundled Packages
Create bundled packages that combine a variety of fruits into themed assortments.
For example, customers could offer a "Family Fruit Basket" or a "Healthy Snack Pack."
These packages can be priced slightly higher than individual fruit purchases due to
the convenience and added value they provide. Customers looking for gift options or
curated fruit combinations will be attracted to these offerings.

Seasonal Promotions
Capitalize on seasonal fruits and run promotional campaigns during peak seasons.
Highlight specific seasonal fruits and offer discounts or special deals to attract
customers. This encourages sales while optimizing revenue by focusing on fruits that
are abundant and in high demand during specific times of the year.

Sponsored Content and Advertising

Collaborate with fruit suppliers, brands, or related businesses to feature sponsored
content or advertising on our e-commerce platform. Charge a fee for showcasing
their products or running targeted ads to our customer base. This generates revenue
through advertising partnerships while introducing customers to relevant and
complementary products.
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Market Opportunity
Diversity: fruits in Vietnam are very diverse and abundant. There are many delicious
fruits from all regions.

Import and export: It is the diversity of fruits that Vietnam has many opportunities to
bring fruits from regions to export to your country. At the same time, Vietnam also
imports nutritious and nutritious fruits from abroad. Many factories and enterprises buy
fruits in large quantities to make dried fruits for export.

Effect: Fruits in Vietnam can be processed into many nutritious dishes: juices,
ingredients in dishes, healing and people often tend to use clean and clear products
increase.

Through surveys, reviewing existing store data show that:

48% of consumers believe in selling locations such as clean and safe fruit stores,
shopping centers, supermarkets
57% of people believe that fruit has a clear origin such as clearly stating the name
of the manufacturer, distributor, address, domestic production or imported from
abroad.
30% of people who use fruit grown at home or bought from acquaintances or
whose appearance is not too beautiful will not have growth substances or be eaten
by pests, there are no pesticides to identify clean food
Customers increasingly have a high demand in using clean products with clear
origin.

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 Competitive
Environment
The market is not stable. Prices are
sometimes low, sometimes high, which
affects people's income from growing
fruit.

The variety of fruits along with the

importation of fruit from abroad makes
many people only like to eat imported
fruit because of its good quality.

Consumer preferences make many

fruits popular, many fruits forgotten. Competitive
Advantage
Fresh Fruit has distinct competitive advantages
over the plenty of other fruit store, including:

Consistently high quality of fruit: The quality

of our fruit is always carefully checked and
strictly preserved before reaching customers.
Especially, for imported fruits, we always have
a certificate of origin and quality from the
supplier.

Brand: We build a trusted brand, known by

customers and build trust, favor and loyalty
from customers through the quality of products
and services that we provide.

Customer Relations and Affiliate Network:

We interact with our customers through the use
of e-commerce platforms. This saves time,
effort and solves problems quickly.

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 Market strategy
Product:
We are trying to bring the best experience to our
customers. In addition to providing regular fruit
products, we also create pre-packaged products
according to customer’s request (not many fruit shops
can do this), suitable for the demand of customers'
lives. For the desire of current customers, in addition to
good product quality, the price must also be
reasonable, suitable for the economy of each family.

Price:
Fresh fruit market is expanding, so we often have
product discount events for each type of bill, helping
customers have the most authentic experience at the
store, as well as identify the quality of the products
that we offer.

Place:
As technology develops, websites are also increasingly
popular. Therefore, we focus on selling products on e-
commerce platforms (Facebook, Website, etc.) as well
as having more shipping methods to customers when
ordering through these platforms.

Promotion:
We focus on creating images and logos of products to
bring an authentic look to customers. In addition, our
websites also have bot chat for customer care, as well
as advice on products and sales methods.

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 Organizational Development
Organizational development of Fresh Fruit include 6 steps
Step 1: Recognizing the problems
Internal problems: New staff, poor product consulting skills, management has not
covered the store, and has not taken care of the quality of fruit. As a result, customers
are not satisfied with the product quality
External problems: Vietnam is a country that grows and exports many tropical fruits,
so most Vietnamese customers are used to using domestic fruits because of the low
price and guaranteed origin. Therefore, they are very afraid to buy imported fruit, with a
much higher price and unknown origin. Besides, online sales make customers skeptical
about product quality, they want to check directly instead of sitting at home and
placing orders.

Step 2: Diagnosis & data collection and analysis

Through surveys, reviewing existing store data show that:
48% of consumers believe in selling locations such as clean and safe fruit stores,
shopping centers, supermarkets
57% of people believe that fruit has a clear origin such as clearly stating the name
of the manufacturer, distributor, address, domestic production or imported from
abroad.
30% of people who use fruit grown at home or bought from acquaintances or
whose appearance is not too beautiful will not have growth substances or be eaten
by pests, there are no pesticides to identify clean food
-> Customers increasingly have a high demand in using clean products with clear origin.

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 Organizational Development
Step 3: Feedback
The marketing department of the company needs to build true images of the
product (volume, color, quality, origin, etc). All information posted on the page must
be true to the real product.
It is necessary to develop a process of packaging and preserving products carefully,
step by step and according to each type of fruit for employees to follow. Some
fruits are extremely perishable and rotten. There should be a clear disposal
procedure for damaged goods to minimize the amount of spoiled fruit.
Store managers must balance orders accordingly (seasonal, according to customer
tastes, etc.) Avoid placing too few orders, no sales or over ordering leading to
backlog, the value of goods being canceled increase.

Step 4: Design the Intervention

The store's purchasing department can only work with suppliers who have documents
proving the origin of the items they sell. Each item will have different origin papers and
will be published on the page and at the store.
In addition, the company will have a commitment to only import goods of clear origin.
This is for the purpose of creating trust for customers, they will not have to worry when
shopping at Fresh Fruit.

Step 5: Leadership and change management

The secret to change management is to nurture momentum, build vision, support growth,
manage transitions, and stay on track.
In addition to the criteria set by the company that each employee needs to complete,
the company also has rewards for individuals who perform well in the month, or year,
and achieve the store's KPIs.

Step 6: Evaluating & Institutionalizing Change

When the new system is implemented, opportunities for improvement will also come,
contributing to a better experience for customers as well as employees.
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 Management Team
As a company expands, the management team helps business owners allocate
tasks that they might not be able to complete on their own. A management
team increases efficiency by delegating tasks to its members, who may also
provide crucial knowledge and skills that the business owner may lack.

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 IV. PRACTICAL TASK

Logo Typography Kit

TAN Harmoni
Glacial Indifference
Dancing Script Regular

Color Palette

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 1. WEB PRESENCE

Facebook
Currently, the number of
Facebook users is constantly
increasing, so Facebook is by far
the most popular network. It is
also an advertising platform that
helps us reach a wider audience
and expand the market,
increasing our brand awareness.

Instagram

To increase brand exposure,

as well as website traffic to
reach a wider audience,
Instagram is also one of the
advertising platforms we use
to build our image.

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 TikTok
Tiktok is a platform that is
being favored by many people
(especially from 18-35) and
used to advertise and trade.
Therefore, this is also the
platform we want to
approach to bring products
and brands closer to
customers.

Twitter
Twitter ads are labeled
“Promoted” and regularly
updated with algorithms that
help the ad campaign reach the
exact target audience.
Therefore, Twitter Ads are an
opportunity for us to promote our
brands and products and reach
new users.

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 WIX
Step 1: Create account

Using email: freshfruit.group6@gmail.com

Link WIX: https://hoanglan23022002.wixsite.com/my-site-17

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Step 2: Content & plan web design

Editing is available after selecting the website's template and content. The
selected website template will match the content and ideas we want to
achieve.

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STEP 3: DESIGN AND BUILD WEBSITE

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STEP 4: PROMOTE & MAINTAIN WEBSITE

Upload and update product with name, price,

description and etc.
Gather customer feedback

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STEP4: PROMOTE & MAINTAIN WEBSITE

Upload and update product with name, price, description

and etc.
Gather customer feedback

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STEP4: PROMOTE & MAINTAIN WEBSITE

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STEP4: PROMOTE & MAINTAIN WEBSITE

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 4. 7Cs of WIX
4.1 Context
Our website was attracted by its clean overall configuration, simple to read,
simple to navigate. Harmonious colors, consistent , help users easily remember our
brand. We constantly work to upload the most recent and comprehensive pictures of
our goods.

4.2 Content
Fresh Fruit has diverse, rich and carefully selected content to give the clearest
product information as well as ensure the diversity of products and services.
The content is catch up with the trend, with images attached, to meet the needs
of consumers
Images, fonts, videos are presented logically, friendly and consistently, easy to
read, easy to use, attractive and suitable with current market trends. Help
consumers have the most authentic view of the product as well as easily find the
product what they are looking for.

4.3 Community
On-site contact is possible in a number of ways at Fresh Fruit. In addition to
maintaining a FAQ on our website, you can also contact us directly via e-mail or
through social media. Also available are product evaluations for each of Fresh Fruit's
specific items. As opposed to this, after logging into the website of Fresh Fruit, one
can also access its news and newsletter.

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4.4 Customization
In our store, customers can choose delicious fruits, freely mix to create fruit gift
sets for their loved ones. Customers are not required to take the exact net
weight of each type, but can buy less according to their daily needs

4.5 Communication
Our store is always careful in training staff to take care of customers in the most
thoughtful way. When buying at the store, you will be enthusiastically consulted
(if you need it) on product origin, expiry date and promotions. Besides, there are
always group chats on Facebook, where we will update detailed daily goods
pictures and free shipping if you order online.

4.6 Connection
Links to the firm’s operational social media profiles are provided on this page of
the website. The links to Fresh Fruit's Instagram, Facebook, Tiktok, and Twitter
accounts are all easily reached on the company's website.

4.7 Commerce
It promotes customer support. The website properly displays all prices and
information pertaining to the products. Buyers can get a preview of the theme
before making a purchase. Consumers can also quickly make purchases,
payments, and check the progress of orders.

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2. DIGITAL MARKETING PLAN
MARKET ANALYSIS

1. Trend

Online shopping: The trend of online

shopping is rapidly gaining popularity
among consumers who appreciate the
convenience it offers. Online shopping
allows customers to purchase products and
services without physically visiting a brick-
and-mortar store. More people become
comfortable with the idea of purchasing
things over the internet.

Mobile Shopping: Mobile devices play an

important role in e-commerce, as consumers
increasingly use smartphones and tablets to
make purchases through the shopping
platforms. People can now shop for almost
anything from the comfort of their own
homes with just a few clicks.
Research on market trends, consumer
preferences.

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2. Demand
It is clear that there is a strong
demand for clean and fresh fruit
among consumers today due to its
taste and nutritional value. At the
same time, being aware of the
importance of using clean, clear
products, consumers tend to find fresh,
clean and safe fruits to buy.
The demand for clean products is
increasing day by day, consumers are
becoming more adventurous with their
food choices and seeking out new
flavors and experiences beyond
traditional banana or apple options
.

3. Tags
Delicious fresh fruit
Fruit store
Clean fruit
Imported fruit
Quality fruit
Mobile shopping
Vitamin-rich fruits

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PLAN TO PROMOTE 1 PRODUCT ON E-
COMMERCE PLATFORM
1.Targeted customer
Target customers in the store's
promotion plan include
housewives, households with
great demand for 100% natural,
clearly defined origins. In
addition, the store also targets
customers with stable incomes
who care about their health
through the use of clean
products such as working
people, office workers, busy
people who do not have time to
choose directly, etc.
2.Campaign objective (Milestone)
Short-term in 6 months
Fanpage, business websites will reach 1-2000
followers and visitors.
Implement promotions and discounts to increase
customer awareness of the product.
Detail
Brand building (logo, banner, slogan).
Build promotions for new customers.
Advice, care and support for customers during the
shopping process.
Discount codes, birthday gifts, vouchers for the
occasion of the year are notified to customers via
email. At the same time, create accumulated
points for each customer segment.
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3. Things we want to convey to
our customer

Using a logo that represents the store’s image

and brand. In this promotional plan, we focus on
promoting pears because it is our logo and a
popular fruit in recent times also. The logo should
be designed in an eye-catching manner with
vibrant colors and an easy-to-read font to grab
the attention of potential buyers.

Having a slogan like “100% Organic & Fresh”

can provide customers with assurance about
product quality and create trustworthiness for our
brand. For customers who buy goods to give
gifts, or order gift baskets, etc. the store will
provide cards and packaging designs according
to customers' requirements.

Providing detailed information on each

product such as its origin, harvesting time,
nutritional value by using high-quality photos and
videos are essential to show off their natural
beauty and freshness.

To satisfy customer's needs when shopping

remotely, focusing on packaging with
professional logos, slogans advertising 100%
organic & freshness) will ensure customers feel
confident in choosing.

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4. Choose the online marketing channel and set up
measurement indicator

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4. Financial Plan

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DEVELOP MARKETING CONTENT FOR
ONE PRODUCT ON FACEBOOK
1. Goals and Objectives
Increase sales and revenue: By promoting pears on
popular e-commerce platforms and social networks,
the goal is to drive more sales and generate higher
revenue for the store.

Improve brand perception: Through consistent and

engaging marketing efforts, the objective is to
enhance the brand image and create a positive
association with high-quality, clean products.

Build customer loyalty: By targeting the store's

specific customer group of housewives, households,
and busy individuals, the aim is to cultivate loyalty and
repeat purchases.

Attract new customers: By implementing innovative

marketing strategies, the goal is to capture the
attention of potential new customers and expand the
customer base.

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2. Research Potential customers

The first group of potential customers that we want to

target are those looking for fresh food. These are
individuals actively seeking fresh and high-quality food
products. Use e-commerce platforms such as Shopee,
WordPress, as well as social networks such as Facebook
and Instagram, to showcase the freshness and standard
pear farm at Fresh Fruit.

In recent years, Vietnam has seen a spike in the

number of vegetarians and vegans. So, the next customer
group that we want to attract is the vegetarian and
vegan community. We provide the nutritional value
information of pears to followers of this dietary
preference on social media like Instagram and TikTok and
collaborate with vegan and vegetarian influencers to
reach a wider audience of this eating style.

Next, we want to target people who love to shop

online. After the COVID-19 pandemic has passed, people
are gradually loving the trend of shopping on e-
commerce platforms. In order to meet the convenient
online shopping needs of consumers, Fresh Fruit has
added outstanding features such as bundle deals, fast
shipping, and payment safe and also implemented a
loyalty program to reward repeat purchases.

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 Fitness enthusiasts are also a group of
potential customers that our store wants to
target. By creating vlogs about the benefits of
fruit consumption can support their fitness
goals and we partner with those who have a
strong presence on social media platforms like
Instagram, YouTube or TikTok. These
influencers can create engaging content
showcasing how they incorporate fruit into
their exercise routine, sharing recipes,
smoothie ideas, and snack options. Their
influence can help promote your fruit products
to the target audience.

Fresh Fruit is aimed at parents who are

looking for healthy snacks and fruits for their
kids. We create engaging and informative
content on social networks like Facebook,
Instagram and TikTok to highlight nutrients and
how they contribute to kids' overall health and
development. We provide content that
showcases how to incorporate fruit into their
kids' meals, share healthy recipes and snack
ideas, and make product recommendations.

Student customers are also our important

customer group. By continuously offering
discounts, flash sales, and special offers for
students on e-commerce platforms such as
Shopee or Tiktok to attract the attention of
young people who are looking for delicious,
nutritious and cheap food options for their
meals. At the same time, post recipes and
videos of making snacks that are easy,
convenient and suitable for their taste to
create excitement and raise awareness about
the store's products and brands.

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3. E-evaluate old content when building marketing content
The first mistake is
inconsistent branding. This has
caused confusion and
weakened brand recognition.
Besides, it is also associated
with product quality and
target audience of Fresh Fruit.
During the last campaign, we
failed to ensure consistent use
of logos, colors, fonts and
brand messaging across our
website, social media profiles,
and e-commerce platforms
lead to the brand presence
becoming blurred in the
customer's memory.
The next mistake is that the product description is
incomplete and unclear. This has led to customers'
lack of understanding about the product's origin,
features, benefits and quality. Store products on e-
commerce and social media platforms do not provide
accurate and comprehensive information about the
type of pear you provide leading to customers
questioning the authenticity and reliability of the
product.
Finally, the most serious mistake is the lack of visual
appeal. Product images with low resolution and
unattractive images, lack of freshness have made
customers feel depressed, unimpressed. This leads to
the inability to convey product details, limiting a large
number of potential customers, and easily being
robbed of market share by competitors.
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4. Generate new ideas, content and
control content in strategy
Seasonal Promotions and Offers
Develop special summer promotions and offers for pears to incentivize purchases
and increase sales. For example, offer discounts on bulk purchases or create
limited-time bundles with other complementary fruits.
Create visually appealing graphics and videos to promote these offers and share
them on Facebook regularly.

Expert Tips and Nutritional Information

Share expert tips and advice related to pears, health, and nutrition. Collaborate
with nutritionists, dieticians, or wellness influencers who can provide valuable
insights.
Provide information on how pears can address specific health concerns or dietary
requirements, catering to the interests of your target customers.

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Engaging Visual Content
Use beautiful, high-resolution images
of pears in various formats such as
close-ups, flat lays, or lifestyle shots to
capture attention and create visual
appeal.

Customer Testimonials
and Reviews
Encourage your customers to share
their experiences and testimonials
about the quality and taste of your
pears.
Collect and feature positive customer
reviews on your Facebook page,
showcasing the satisfaction of previous
buyers.
Leverage user-generated content to
build trust and credibility among
potential customers, demonstrating the
high product quality and customer
satisfaction associated with your fruit
shop.

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Engage in Conversations
and Respond Promptly
Actively engage with customers on
Facebook by responding to comments,
messages, and inquiries promptly.
Encourage discussions and ask open-
ended questions related to pears, health,
and summer activities to foster
community engagement.
Show genuine care and attentiveness to
customer concerns or feedback,
addressing them promptly and
professionally.

Storytelling and Behind-

the-Scenes Content
Share compelling stories about the
journey of your pears, including their
sourcing, cultivation, and the dedication
of local farmers.
Provide behind-the-scenes glimpses into
your fruit shop, showcasing the selection
process, quality control measures, and
the people behind the scenes who
ensure the freshness and excellence of
your pears.
Use storytelling to create an emotional
connection between customers and your
brand, evoking a sense of trust,
authenticity, and transparency.

42 E-COMMERCE | GROUP 6
 Facebook Live Events
Organize Facebook Live events
showcasing demonstrations, tutorials,
or Q&A sessions related to pears and
healthy eating.
Collaborate with influencers, chefs, or
health experts who can provide
valuable insights and engage with your
audience in real-time.
Promote these live events in advance
to generate anticipation and
encourage maximum participation.

Consistency and
Frequency
Regularly post content on Facebook to
maintain a consistent presence and
stay top-of-mind for your target
audience.
Aim to post at least three to four times
a week, ensuring a good balance
between promotional content,
educational content, and engaging
posts.
Monitor the engagement metrics of
your posts and adapt your content
strategy based on audience
preferences and response.

43 E-COMMERCE | GROUP 6
 V. CONCLUSION
In conclusion, selling fresh fruits online is a profitable and convenient option for
consumers in today's digital world. The convenience associated with online shopping,
including a variety of options, competitive pricing and doorstep delivery makes it an
attractive choice for customers who prefer to shop from the comfort of their homes.

Furthermore, the demand for fresh fruits has been steadily increasing due to growing
awareness about the need for a healthy lifestyle. This makes it a lucrative market where
entrepreneurs can tap into and offer variety to customers by diversifying their products on
fruits. In addition to this, having different packaging techniques or recipes also helps
attract more customers thereby expanding your customer base leading to increased
sales.

Therefore, with proper planning and execution, fresh fruit vending can be a profitable
business that not only offers financial gains but improves overall health and wellbeing by
providing essential nutrients required for human growth and development.

44 E-COMMERCE | GROUP 6
 V. REFERENCES
1.(No date) Market Opportunity of fruit in VietNam. Available at:
https://vietnamcredit.com.vn/news/overview-of-vietnams-fruit-
vegetable-industry_14163. (Accessed: 11 June 2023).

2. Brookins, M. (2017) What is the target market for small farm Fruit &
Vegetable Stores?, Small Business - Chron.com. Available at:
https://smallbusiness.chron.com/target-market-small-farm-fruit-
vegetable-stores-35244.html (Accessed: 11 June 2023).

3. Petersen, L. (2019) Marketing strategies for Fresh Fruits & Vegetables,

Small Business - Chron.com. Available at:
https://smallbusiness.chron.com/marketing-strategies-fresh-fruits-
vegetables-66635.html (Accessed: 15 June 2023)

4. SWOT (no date) Fresh Fruit and Vegetable Shop. Available at:
https://freshfruitandvegetable.weebly.com/swot.html (Accessed: 15
June 2023).

5. Dự án trái cây nhập khẩu fresh fruit (no date) 123doc. Available at:
https://123docz.net/document/12553033-du-an-trai-cay-nhap-khau-
fresh-fruit.htm (Accessed: 16 June 2023).

6. (No date) Internet marketing reference. Available at:

https://blogs.baruch.cuny.edu/cwdoliver/7cs-of-website-design/
(Accessed: 16 June 2023).

44 E-COMMERCE | GROUP 6
CONTRIBUTION

45 E-COMMERCE | GROUP 6