ChocoPie

Marketing Plan

MKTG1205 - MARKETING PRINCIPLES

Lecturer: Lucky P
Meet the team

Nguyen Thi Quynh Nhu Nguyen Truong Ngoc Anh Vo Duong Xuan Ai
s3817781 s3757302 s3757325

Nguyen Van Quoc Anh Jeoung Woojin

s3811418 s3939316

1
Scope of work
Responsibilities Person-in-charge

Xuan Ai
Introduction
Quoc Anh
Marketing Environment
Jeoung Woojin
SWOT analysis
Ngoc Anh

Customer-driven marketing strategy

Quynh Nhu
(STDP)

Jeoung Woojin
Quynh Nhu
Current Marketing Mix
Quoc Anh
Xuan Ai

Quoc Anh
SMART Marketing Objectives
Quynh Nhu
Recommendations
Xuan Ai

Slide structure and design Ngoc Anh, Xuan Ai, Quynh Nhu, Quoc Anh, Woojin

2
Table of Contents
Current Brand
1 Brand Introduction 4 Challenge

Marketing Environment Marketing Plan

2 SWOT Analysis 5 Objectives
STDP

3 Current Marketing Mix Strategy 6 Recommendations

3
1 2 3 4 5 6

Brand Introduction Produced by Orion, Vietnam is one of

the 4 biggest markets for Orion.
(Anh 2018; Thuy 2015)

ChocoPie is the ‘globally bestselling
South Korean snack cake'.
(Fedorenko 2022, pp. 1; Thuy 2015)
Mission
Orion's mission statement is to consistently ‘make
efforts to carry out high-quality products that are
good for consumers' health’.
(Orion n. d. , para. 3)

Vision
Orion aims to become the No. 1 confectionery manufacturer in Vietnam.
Moreover, the company is trying to transform itself in the direction of a
sustainable and transparent business; making efforts to research and
improve products, while carrying out social responsibility activities.
(Orion n. d.).

4
 1 2 3 4 5 6
Brand Awareness
Market Share
In terms of snacks, Orion has the
second largest market share in the
Vietnamese market, after Oishi.

In terms of ChocoPie, Orion

accounts for around 67% of the
market share in Vietnam.
(Margroup 2021).

Figure 1: Distribution of interest towards ‘chocopie’ keyword in Vietnam

from August 2021 to August 2022. Reproduced from Google trends 2022.

=> Orion's ChocoPie is widely known across the country,

the only exceptions are the small suburban areas.

5
1 2 3 4 5 6
Micro Environment
The Company

The Chocopie Marketing Department might work closely with (Orion n.d.)

Sales’ inputs can assist marketing to develop a plan to smoothly guide the buyer in the entire buying
Sales
cycle, from awareness to closing the sale (Oxforfd CollegeofofMarketing
(Oxforfd College Marketing 2022)
2022)

Help to keep and satisfy consumers that marketing initially spent money acquiring, which results in a
Customer services
lower cost for gaining new ones (Thomas 2014)
(Thomas 2014)

Help marketing concentrate on profitable campaigns and ensure reasonable expenditures within an
Accounting
advantageous timing and budget (Wise Marketer2021)
(Wise Marketer 2021).

Ensure sufficient products to meet both present and future customer needs, for instance, quality and
Production/Process
design and also volumes of orders (Clark 2021).
(Clark 2021)

6
1 2 3 4 5 6
Micro Environment
The Company

The Chocopie Marketing Department might work closely with (Orion n.d.)

Merchandising/ While the supply chain management assists in marketing to deliver customers’ needs (DCG Team2019)
(DCG Team 200,
Purchasing/Supply merchandising/purchasing support to nurture the brand and enhance the customer journey
Chain (Hayes 2022)
(Hayes 2)

Conduct market and target customer research to formulate comprehensive strategies for improved
R&D
product marketing (Choudhary 2017).

Suppliers
Orion Vina partners with OKS as the supplier of equipment, technical materials, and consumables
equipment system to maintain equipment stability, increase production capacity, and improve
efficiency (Binh 2017). 7
1 2 3 4 5 6
Micro Environment
Orion ChocoPie is distributed throughout Vietnam's 64 provinces in
both online and offline channels and is also exported abroad.
(Ha 2022)

Marketing Products from Chocopie are widely available in supermarkets, grocers

countrywide, convenience stores.
Intermediaries
RESELLERS

Online buying has reportedly

become a habit for 81% of those
Vietnamese surveyed, they are
spending more money online due
to the competitive prices,
shipping policies and searching
function after Covid (Phuong 2022)

8
1 2 3 4 5 6
Micro Environment
Enhance brand appearance, implement
effective marketing, and utilize
YouTube as the primary brand
Marketing communication channel - aims to the
growing generation Z with Edutainment
Intermediaries content (Education + Entertainment)
(Creatory 2021)
MARKETING SERVICES AGENCIES

In 2017, Orion launched Orion’s

Chocopie Dark campaign with
partnering agency Cheil Vietnam to
promote a photo contest “Tinh Nhu
ChocoPie”. (Cheil Vietnam 2017)

9
 1 2 3 4 5 6
Micro Environment
Direct competitors

Differentiation: Utilized two Differentiation: With a variety of Differentiation: Combine a soft

strategies competing on price textures to choose from, Lotte chocolate layer from the
and selling. The company charges Choco Pie (100% Vegetarian), the prestigious UK chocolate
a price for each box of cakes that primary target market for Lotte company Cadbury to create a
is roughly 25% less than rivals, Choco Pie is the family market, mouthwatering taste.
reducing the costs of packaging especially for moms and children experiencing something as
design (Thegioiphanner n.d.). (Lavie Delen 2021). "unbearably delicious" (Oreo 2021)

Price: ~22.000 VND/204g Price: ~70.000 VND/336g Price: ~70.000 VND/336g

10
 1 2 3 4 5 6
Micro Environment
Publics
Media publics: Use media partners to make editorials, online/offline events, TVC, film
series on YouTube and KOLs endorsement motley by storytelling approach, focusing
on lifestyle, culture, and social issues which creates a potential emotional bond
(Creatory 2021)

General public: Aim to serve an all-age range of customers as the top close-knit and
part-of-family brand name, not only for children but also family members
(Margroup 2021).

Customers
Consumer markets: Vietnamese individuals who buy Orion ChocoPie for personal
consumption.
Reseller markets:
Supermarket: Bach Hoa Xanh, Co.op Mart, Big C, Lotte Mart, Win Mart, US Mart
Local grocery stores
Convenient stores: circle K, Vinmart, B’s mart, GS25, 7eleven
E-commerce: Shopee, Lazada, Tiki, Sendo
International markets: consumers in other 60 countries
(Orion n.d)
11
1 2 3 4 5 6
Macro Environment
Demographics
Vietnam is one of the biggest markets for confectionery products.
Ho Chi Minh City and Hanoi are the most potential cities for Orion to target
because of the high population density (Worldbank 2022).
Affordable with a majority of people with medium to higher income (Ha 2022)
Young consumers, called gen Z from 18-26 years old, now become the main
consumer generation for FMCG (Nielsen 2018a).

Natural
Good Packaging Project
Flexographic printing technology
Reduce ink usage of product packaging materials by 50%
produced and switching to water-based inks
Lowering the printing frequency of film packaging materials from
three brands
(Bonini 2012, pp. 96; Tesa 2021).

12
1 2 3 4 5 6
Macro Environment
Economic
'The GDP per person expanded 3.6 times between 2002 and 2021,
reaching roughly $3,700 USD.'
(Worldbank 2022, para 1)
‘Vietnamese people spend $354m on snacks in 2017’
(Dtinews 2018, para. 1).

Cultural
Confucian culture: Reportedly, locals are used to
displaying Orion's ChocoPie on ancestors altars in their
homes not only on holidays but also on a normal basis
(Chan 2021).
Snacking in Vietnam is culturally linked to gifting
(Real Food = Reporter Seongyeon Yoo 2022).

13
 1 2 3 4 5 6
SWOT Analysis

s w O T
Orion Food Vina Number of Orion Snacking in Vietnam The fluctuations in
accounts for more than Vietnamese factories refers to gifting culture oil, gasoline and raw
60% market share have not yet meet the (Chan 2021) material prices led
(Margroup 2021)
volume of mass- to a sharp increase
Strong distribution produced goods for The development in the in commodity prices
network distribution compared e-commerce industry (KTSG 2022).
(Ha 2022) to its competitors has increased the
Diverse flavours, (Nhi 2017). number of distribution
especially suitable for agents
The brand pays little (Honkanen n.d.).
young customers
(Young-hwa & Lee 2022) attention to the
Strong investment in markets in small
advertising provinces
(Van 2021) 14
 1 2 3 4 5 6
Customer-driven Marketing
Strategies
Segmentation

Demo (Peng et al. 2020) Geo Psycho Behaviour

Children Age: 5-17 Rural,

Being dependent Ask their parents to
and Income: Suburban and
on their parents. buy things they want
Adolescents household income Urban areas

They tend to self-

Age: 18-26 Rural, Having snacks more than
Young reward after hard-
Income: low- Suburban and main meals while doing
Adults work time
high Urban areas deadlines (iPos 2021).
(Dan Tri 2020).

Take care of their Purchase packed pie/pastry

Age: 27-44 Rural,
Adults children, especially as a present for their beloved
Income: Suburban and
(parents) food, clothing and ones on special occasions
medium-high Urban areas
housing. (Thao 2017; Vu 2019) 15
 1 2 3 4 5 6
Targeting
Rationale Young Adults (gen Z)
25% of national workforce by 2025 → Future generation of consumer 18-26 years old
(Nielsen 2018b; The ASEA Post Team 2020).

Strong ability to spend on food/snack (Uyen 2017).

Psychographic
Digital natives (Francis & Hoefel 2018)
Care for themselves and reward themselves after working hard (Dan Tri 2020).
Driven by interesting and positive content/message that is exclusively tailored
(Nguyen 2017; Q&Me 2022).

Behavioural
Having snacks more than main meals while doing deadlines (iPos 2021).
In terms of food/snack, gen Z cares not only about taste, but also
about well-designed packages/dishes (Ngan 2021; Vu 2021).
Order food online (Chi 2017).
Media Behaviours
Facebook, Tiktok and Instagram are the three most-used social
media among gen Z (Decision Lab 2022)
→the most potential platforms to connect with them. 16
 1 2 3 4 5 6

Value-differentiation Communication-differentiation Promotion-differentiation

Not only a pie but also the
underlying emotional value and
meaning →
understand well the
customer’s behaviour of buying
ChocoPie as a present for beloved
ones - “Tình như ChocoPie”
(Thao 2017).
Emotional-driven communication >
Function-oriented communication.
Create ear-catching and easy-to-
remember slogans.
“Orion là ChocoPie, ChocoPie là
Orion” - the popular musical slogan
to Vietnamese customer’s minds
→
for years becomes the top-of-
mind of this product category in
Invest in Ads and PR activities
more than competitors →make
Orion’s ChocoPie more familiar.
TVC: Tình như ChocoPie; Nụ
cười tròn như ChocoPie; Orion
là ChocoPie, ChocoPie là Orion
(AdsPlus 2019; DNA 2011)
Sponsorship: Chạy Đi Chờ Chi
(Minh 2019).

Vietnam, partly asserts that the CSR: Share out ChocoPie for
first ChocoPie ever is from Orion University-entrance candidates
(DNA 2011). (Orion 2022).

Differentiation 17
 1 2 3 4 5 6

Positioning
Particularly, quality will include: % of cocoa and texture High
quality
% of Cocoa Texture No. of flavours

Orion's ChocoPie 2,9% 4 6

Oreo Socola-pie
Orion's ChocoPie
Lotte ChocoPie 2,6% 3 5

Limited Various
Oreo Socola-pie 4% 5 1 flavors flavors

Choco PN 2% 2 2
Lotte's ChocoPie

(Pham 2021)

Drier texture makes the pie easy to crumble. Higher score

means better texture. Texture score will be evaluated Choco PN

based on the following band: Low

quality
Dry texture Moist-soft texture
Price is not considered in this positioning
map since there is no big gap in terms of
18
1 2 3 4 5 price among these key players.
CURRENT MARKETING 1 2 3 4 5 6

MIX STRATEGY
Product

Flavours
To connect more closely with the younger generation,
specifically Gen Z, Orion's ChocoPie introduced new
flavors, including ChocoPie Dark, ChocoPie Matcha-
Azuki bean and ChocoPie Molle.
(Duong 2021; SaigonTimes 2022).

Packaging

Orion's ChocoPie also creates new packaging with

popular, funny and positive quote/slang/conversation
of gen Z
(SaigonTimes 2022; Orion n.d.).

19
CURRENT MARKETING 1 2 3 4 5 6

MIX STRATEGY
Place

With a view to future growth in the Central

regions and Tay Nguyen, Chocopie's
distribution network covers all provinces
and cities.
Despite Covid-19, Orion has continued to
implement strategies to broaden potential
distribution systems in prospective areas.
Chocopie's major distribution network
includes distributor systems, agents,
intermediary stores, supermarkets and
strategic allies.
(Ha 2022)

Figure: Orion Chocopie distribution network.

20
Reproduced from SEM Rush 2022.
 1 2 3 4 5 6

Promotion

Figure: Level of interest in ‘chocopie’

keyword in Vietnam from August 2021
to August 2022. Reproduced from
Google trends 2022.

The performance of ChocoPie tends to
increase during the holidays, especially
Tet. In Vietnam, communication
campaigns during Tet are proven to be
more effective in raising brand love
and positively impacting the purchase
behavior (Lamda 2018).
The communication strategy
of Orion contributed greatly
to the culture of Vietnamese
people choosing to give out
Chocopies as gifts on holidays
to express love (Thao 2017;
SaigonTimes 2022)
This culture originated from the
successful campaign ‘Tinh nhu
Chocopie’ that came out in 2010
and has created a lasting
impression in the Vietnamese
people’s minds towards Chocopie
as a loving gift (Mo 2013).
21
Promotion 1 2 3 4 5 6

Gen Z is deeply tech-savvy, the best channel to communicate with them is

social media (Q&Me 2022). Meanwhile, Orion’s social media engagement
among the audience is unimpressive with a modest amount of followers.

Figure: Statistics of Orion Vietnam’s

Facebook fanpage in the last 28 days.
Reproduced from Fanpage Karma 2022.

The most engaging one is a mini-game event,

the rest have quite low engagement. This
proves that although the brand awareness of
Orion in Vietnam is high, the engagement
level on their social media can be improved.

=> The effectiveness of promotion is evident,

it does not leave a long-lasting effect to
make the audience maintain engagement
with the brand.

Figure: Top posts in the last 28 days on Orion Vietnam fanpage. Reproduced from Fanpage Karma 2022. 22
1 2 3 4 5 6

Brand Challenge

Orion's ChocoPie is considered just a

gift for other people. Vietnamese gen Z
rarely buy ChocoPie intentionally. They
usually consume Orion's ChocoPie
received from other people.

23
1 2 3 4 5 6
Marketing Objective
To enhance the brand preference for Orion's ChocoPie among
generation Z, the business should conduct a comprehensive
integrated-marketing-communcation (IMC) plan from 1
September 2022 to 31 March 2023.

Specific Measurable Achievable Realistic Time-bound

Gen Z is
The effectiveness
Build an IMC plan Gen Z is described characterized as
of the campaign
that provides the as digital natives a generation of
will be measured
always-on- and social media true food fanatics
by overall Orion
content (AOC) at addicts. They or "foodaholics". 6 months from 1
Chocopie social
all TA’s prefer tailored They are willing September 2022
media
touchpoints positive brand to spend up to 1/3 to 31 March 20232
engagement,
(product, digital, messages and of their monthly
conversion rate,
social, sales well-designed budget on eating
and sales
channels). packages. experiences.
performance.
(Nielsen 2018a)
24
1 2 3 4 5 6

Recommendation
It is suggested that Orion communicate to the
audience that Orion’s Chocopie is the best
gift you can buy for yourself. This strategy will
still introduce Chocopie as the traditional
gifting option, while integrating with a twist:
not only for others but also for yourself
(Quà tặng mình - Tình như Chocopie).

Product
Adapt new Orion Chocopie packaging for
gen Z, integrating with exclusive messages
aligned with the direction mentioned above.

25
1 2 3 4 5 6

Promotion
Social media like Facebook, Instagram,
Place - and Tiktok should be utilized to
communicate with Gen Z. Orion should
Vending generate social content about ChocoPie
Machine that insightfully relates to the audience;
Put Orion’s ChocoPie consistently interact with them with an
vending machines with engaging tone of voice to generate
the tagline in public lasting preference gen Z. In between,
spaces where Gen Z Orion can create occasional mini-game
hang around to most events to draw instant attention of Gen Z.
like public libraries,
universities, shopping
malls, study hubs, etc.
to encourage them to
buy the ChocoPie for
themselves.

26
THANK YOU !

27
AdsPlus 2019, ‘Đột phá những ý tưởng quảng cáo hay nhất năm 2019’, AdsPlus, 23 January, viewed 24 August 2022, <https://adsplus.vn/dot-pha-nhung-y-tuong-quang-cao-hay-nhat/>.
Amcham n. d., ‘Orion Food Vina Co., LTD’, AMCHAM Vietnam, viewed 15 August 2022, <https://business.amchamvietnam.com/list/member/orion-food-vina-co-ltd-4647> .
Anh, T 2018, 'Orion Vina enjoys huge profits from ChocoPie sales', The Leader, 20 December, viewed 18 August 2022, <https://e.theleader.vn/orion-vina-enjoys-huge-profits-from-
chocopie-sales-1544518845603.htm>.
Anwar, S & Nguyen, LP 2010, ‘Foreign direct investment and economic growth in Vietnam’,
Asia Pacific Business Review, vol. 16, no. 1-2.
Binh, NT 2017, ‘Cong ty TNHH ORION FOOD VINA VA HOP TAC VOI CONG TY CO PHAN OKS’, OKS, 18 February, viewed 15 August 2022, <https://www.oks.com.vn/cong-ty-tnhh-orion-food-
vina-va-hop-tac-voi-cong-ty-co-phan-oks>.
Bonini 2012,
Bonini, S 2012, ‘The business of sustainability’, Sustainability & Resource Productivity, pp. 96-105.
Chan, J 2021, ‘Vietnam's snack culture, trends and insights (2021)’, Vietnam Dining Curated, 6 July, viewed 15 August 2022, < https://www.jovelchan.com/blog/vietnam-snacking-culture-
and-trends-with-simon-crowther>.
Chan, J 2021, ‘Vietnam's snack culture, trends and insights’, blog post, viewed 23 August 2022, <https://www.jovelchan.com/blog/vietnam-snacking-culture-and-trends-with-simon-
crowther>
Cheil Vietnam 2017, 'Try the new Chocopie Dark', Facebook post, Cheil Vietnam, viewed 28 August 2022, <https://www.facebook.com/CheilVN/posts/try-the-new-chocopie-dark-more-
choco-more-lovechance-to-win-iphonex-and-morecamp/389615134803695/>.
Chi, Q 2017, ‘Giới trẻ Việt đang vung tay ăn uống ở tiệm?’, Tuoi Tre, 14 December, viewed 24 August 2022, <https://tuoitre.vn/gioi-tre-viet-dang-vung-tay-cho-viec-an-uong-o-tiem-
20171214153416466.htm>.
Choudhary, R 2017, ‘What’s the role of R&D in your marketing success?’, SARV, 22 June, viewed 16 August 2022, <https://sarv.com/resource/post/role-of-r-d-in-marketing-success>.
Clark, P 2021, Business Management HL, FariaEdu, viewed 15 August 2022, <https://guide.fariaedu.com/business-management-hl/>.
Creatory 2021, ‘[Case study: CREATORY x ORION] Định Vị Tình Yêu Thương Hiệu Bằng Nội Dung Giải Trí Và KOLs/influencers’, Advertising Vietnam, 22 June, viewed 16 August 2022,
<https://advertisingvietnam.com/case-study-creatory-x-orion-dinh-vi-tinh-yeu-thuong-hieu-bang-noi-dung-giai-tri-va-kolsinfluencers-p16922>.
Dan Tri 2020, ‘Năm hết Tết đến, Gen Z làm gì để tự thưởng bản thân?’, Dan Tri, 10 January, viewed 24 August 2022, <https://dantri.com.vn/nhip-song-tre/nam-het-tet-den-gen-z-lam-gi-
de-tu-thuong-ban-than-20200110143839911.htm>.
DCG Team 2019, ‘3 Key Relationships of Marketing and Supply Chain Management’, Dolomites Consulting, 10 December, viewed 15 August 2022, <https://www.dolomitesconsulting.com/3-
key-relationships-of-marketing-and-supply-chain-management/>.
Decision Lab 2022, The Connected Consumer Q4 2021, market report, Decision Lab, viewed 10 July 2022, <https://2036413.fs1.hubspotusercontent-na1.net/hubfs/2036413/CCQ4-
21/The%20Connected%20Consumer%20Q4%202021-1.pdf?
__hstc=216252425.11bca35ee9d42c63b189035204477415.1656730780642.1657422755555.1657424784620.7&__hssc=216252425.1.1657424784620&__hsfp=2592936709&hsCtaTracking=6853
9e29-f8c9-4b39-b3f4-26c7cf2d624e%7Cdea9d67e-428f-4bb1-a9cf-ec282aa3c971>.
DNA 2011, ‘Ý tưởng quảng cáo – Doping cho người tiêu dùng’, DNA, 17 July, viewed 24 August 2022, <http://dna.com.vn/y-tuong-quang-cao-doping-cho-nguoi-tieu-dung/>.
Dtinews 2018, ‘Vietnamese spend $354m on snacks’, Vietnamnet, 5 January, viewed 15 August 2022, < https://vietnamnet.vn/en/vietnamese-spend-354m-on-snacks-E193296.html>.
Duong, P 2021, ‘Chocopie Matcha dau do giup Orion giu vung ngoi vuong tai thi truong Viet mua covid-19’, CafeF, 1 July, viewed 15 August 2022, <https://cafef.vn/chocopie-matcha-dau-do-
giup-orion-giu-vung-ngoi-vuong-tai-thi-truong-viet-mua-covid-19-20210701075623723.chn>.
Fedorenko, O 2022, 'Globalization and Affective Economy of Othering in South Korea: Emotional Particularism in Orion Choco Pie Advertisements', Interventions: International Journal of
Postcolonial Studies, pp. 1-18.
Francis, T & Hoefel, F 2018, ‘‘True Gen’: Generation Z and its implications for companies’, McKinsey & Company, 12 November, viewed 24 August 2022,
<https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies>.
Ha, VTM 2022, 'Chiến lược Marketing của bánh Chocopie thuộc tập đoàn bánh kẹo Orion', Misa Amis, 4 July, viewed 10 August 2022, <https://amis.misa.vn/55023/chien-luoc-marketing-
cua-chocopie/>.
Hays, A 2022, ‘Merchandising’, Investopedia, 12 June, viewed 16 August 2022, <https://www.investopedia.com/terms/m/merchandising.asp>.
Honkanen, J n.d., E-commerce’s impact on distribution, CIMCORP, viewed 23 August 2022, <https://cimcorp.com/distribution/e-commerces-impact-on-distribution/>.
iPos 2021, ‘Chinh phục Gen Z – Đối tượng mục tiêu hàng đầu ngành F&B hiện nay', iPos, 17 May, viewed 24 August 2022, <https://ipos.vn/thu-hut-gen-z-fnb/>.
KTSG 2022, ‘Liệu các nhà sản xuất có đang lung lay trước cơn bão tăng giá nguyên liệu?’, The Saigon Times, 22 July, viewed 23 August 2022, <https://thesaigontimes.vn/lieu-cac-nha-san-
xuat-co-dang-lung-lay-truoc-con-bao-tang-gia-nguyen-lieu/>.
Lamda 2018, ‘Data Station #1: Truyền thông mùa Tết 2018 – Yếu tố nào tạo nên sự thành công?’, Brandsvietnam, 3 April, viewed 15 August 2022, <https://www.brandsvietnam.com/15079-
Data-Station-1-Truyen-thong-mua-Tet-2018-Yeu-to-nao-tao-nen-su-thanh-cong>.
Lavie Delen 2021, ‘Lotte Company’s Marketing Strategy’, Laviedelen, 18 September, viewed 15 August 2022, <https://www.laviedelen.com/lotte-company-marketing-strategy/>.
Lotte India n. d., ‘Our story’, Lotte India, viewed 15 August 2022, < https://www.lotteindia.com/about-us.html>.
Margroup 2021, ‘ORION XƯNG VƯƠNG TẠI THỊ TRƯỜNG BÁNH’, Margroup, 15 May, viewed 18 August 2022 , <https://margroup.edu.vn/3551-2/>.
Minh, N 2019, ‘‘Chạy đi chờ chi’, show truyền hình khiến fan mê mẩn', Vietnamnet, 26 July, viewed 24 August 2022, <https://vietnamnet.vn/chay-di-cho-chi-show-truyen-hinh-khien-fan-me-
man-553559.html>.
Mo, NT 2013, ‘Quảng cáo Orion Chocopie – Ý tưởng nhân văn, doping người tiêu dùng’, Quang Cao AJC, 15 October, viewed 15 August 2022,
<https://quangcaoajc.wordpress.com/2013/10/15/qua%CC%89ng-cao-orion-chocopie-y-tuo%CC%89ng-nhan-van-doping-nguoi-tieu-dung/>
Ngan, K 2021, ‘Bàn Ăn Từ Mơ Tưởng Đến Thực Tế - Bàn Ăn Lý Tưởng Của Gen Z Trông Như Thế Nào?’, el Lotte, 21 May, viewed 24 August 2022, <https://ellotte.vn/blogs/el-talk/ban-an-tu-
mo-tuong-den-thuc-te-ban-an-ly-tuong-cua-gen-z-trong-nhu-t>.
Nguyen, J 2017, ‘Trends And Insights Into Vietnam's Generation Z’, Vietcetera, 12 June, viewed 24 August 2022, <https://vietcetera.com/en/generation-z-in-vietnam>.
Nhi, L.Y 2017, ‘"Sóng ngầm" đầu tư ngành bánh kẹo’, Brands Vietnam, 20 July, viewed 23 August 2022, <https://www.brandsvietnam.com/12944-Song-ngam-dau-tu-nganh-banh-keo>.
Nielsen 2018a, 'How to engage with Generation Z in Vietnam', Nielsen, October, viewed 24 August 2022,
Nielsen 2018b, ‘Explore Generation Z in Vietnam – The Consumer of Tomorrow’, Nielsen, October, viewed 24 August 2022, <https://www.nielsen.com/insights/2018/explore-generation-z-
in-vietnam-consumer-of-tomorrow/>.
Oreo 2021, ’Mondelez ra mat banh oreo socola pie mem ngon kho cuong’, Thanhnien, 13 April, viewed 15 August 2022, <https://thanhnien.vn/mondelez-ra-mat-banh-oreo-socola-pie-mem-
ngon-kho-cuong-post1055466.html>.
Orion 2022, ‘ChocoPie Molle tham gia Tiếp Sức Mùa Thi 2022 tại Bắc Ninh’, Orion, blog post, 19 July, viewed 24 August 2022, <https://orion.vn/tin-tuc/thong-cao-bao-chi/chocopie-molle-
tham-gia-tiep-suc-mua-thi-2022-tai-bac-ninh/>.
Orion n. d., ‘Banh Chocopie truyen thong’, Orion, viewed 15 August 2022, <https://orion.vn/san-pham/banh-chocopie-truyen-thong/>.
Orion n. d., ‘Tuyen dung’, Orion, viewed 15 August 2022, <https://orion.vn/tuyen-dung/viec-lam/>.
Orion n. d., 'About us', Orion, viewed 18 August 2022, <https://orion.vn/ve-chung-toi/gioi-thieu/>.
Oxforfd College of Marketing 2022, ‘How sales and marketing can work together?’, Oxford college of marketing, viewed 15 August 2022,
<https://blog.oxfordcollegeofmarketing.com/2018/06/04/how-sales-and-marketing-work-together/>.
Peng, Y, Zhu, Q, Wang, B & Ren, J 2020, ‘A cross-sectional study on interferencecontrol: age affects reactive control but notproactive control’, PeerJ, 27 January, viewed 24 August 2022,
<https://www.researchgate.net/publication/338842581_A_cross-sectional_study_on_interference_control_age_affects_reactive_control_but_not_proactive_control>.
Pham, T 2021, ‘So sánh bánh chocopie của Orion, Lotte, Crown và No Brand’, Tèobokki, 21 July, viewed 24 August 2022, <https://www.tteokbokki.vn/blogs/stories/so-sanh-banh-chocopie-
cua-orion-lotte-crown-nobrand?
logged_in_customer_id=&lang=en#:~:text=B%C3%A1nh%20choocopie%20c%E1%BB%A7a%20h%C3%A3ng%20Orion,b%E1%BB%81%20m%E1%BA%B7t%20v%E1%BB%8F%20b%C3%A1nh%2
0nh%E1%BA%B5n>.
Phuong, M 2022, ‘81% nguoi Viet da co thoi quen mua hang qua mang’, Thanhnien, 23 March, viewed 15 August 2022, <https://thanhnien.vn/81-nguoi-viet-da-co-thoi-quen-mua-hang-qua-
mang-post1441578.html>.
Q&Me 2022, Generation Z In Vietnam, market report, Q&Me Vietnam Market Research, viewed 15 August 2022, <https://qandme.net/vi/baibaocao/the-he-gen-z-o-vietnam.html>.
SaigonTimes 2022, ‘Bánh kem mềm ChocoPie Molle tiếp nối “sứ mệnh” đồng hành cùng thế hệ trẻ Việt Nam’, Kinh Te Sai Gon, 28 July, viewed 15 August 2022,
<https://thesaigontimes.vn/banh-kem-mem-chocopie-molle-tiep-noi-su-menh-dong-hanh-cung-the-he-tre-viet-nam/>.
Tesa 2021, ‘The company's 'Good Packaging Project' is supported by sustainable flexo printing with self-adhesive tesa® Twinlock sleeves’, Tesa, 16 July, viewed 15 August 2022, <
https://www.tesa.com/en-us/industry/print-paper/technology-trends/orion-protects-environment-with-good-packaging-project.html#footnote-main-0>.
Thao, M 2017, ‘Xu hướng khẩu vị mới cho "bánh ngọt tình yêu"’, Dan Tri, 1 December, viewed 24 August 2022, <https://dantri.com.vn/kinh-doanh/xu-huong-khau-vi-moi-cho-banh-ngot-
tinh-yeu-
20171201143928209.htm#:~:text=T%E1%BB%AB%20chi%E1%BA%BFc%20b%C3%A1nh%20s%C3%B4c%C3%B4la%20%C4%91%E1%BA%BFn,Pie%20l%C3%A0%20Orion%E2%80%9D>.
Thao, M 2017, ‘Xu huong khau vi moi cho banh ngot tinh yeu’, Dantri, 1 December, viewed 15 August 2022, <https://dantri.com.vn/kinh-doanh/xu-huong-khau-vi-moi-cho-banh-ngot-tinh-
yeu-20171201143928209.htm>.
The ASEAN Post Team 2020, 'Vietnam’s Gen Z Prepping For The Future', The ASEAN Post, 27 September, viewed 15 August 2022, <https://theaseanpost.com/article/vietnams-gen-z-
prepping-future>.
Thegioiphaner n. d., ‘Cong dong’, Pham Nguyen, viewed 15 August 2022, < https://www.thegioiphaner.com/index.php/vietnamese/Cong-Dong/Banh-keo-Pham-Nguyen-dang-canh-tranh-
voi-cac-ong-lon-ra-sao>.
Thomas, E 2014, ‘Customer Service and Marketing – A Perfect Pairing’, Brandwatch, 18 June, viewed 15 August 2022, <https://www.brandwatch.com/blog/customer-service-and-
marketing/#:~:text=Customer%20service%20helps%20retain%20the,cost%20than%20acquiring%20new%20customers>
Thuy, K 2015, 'Chỉ 10 năm, bánh Choco Pie giúp Orion xưng vương tại Việt Nam ra sao?', CafeBiz, 10 November, viewed 18 August 2022, <https://cafebiz.vn/cau-chuyen-kinh-doanh/chi-10-
nam-banh-choco-pie-giup-orion-xung-vuong-tai-viet-nam-ra-sao-20151109111825845.chn>.
Uyen, T 2017, ‘Thế hệ Z chi mạnh cho dịch vụ ăn uống’, Brands Vietnam, 8 December, viewed 24 August 2022, <https://www.brandsvietnam.com/14174-The-he-Z-chi-manh-cho-dich-vu-an-
uong>.
Van, H 2021, ‘Bất chấp đại dịch, Orion càn quét tại thị trường nước ngoài, doanh số tại Việt Nam tăng gần 16% năm 2020’, CafeF, 13 May, viewed 23 August 2022, <https://cafef.vn/bat-
chap-dai-dich-orion-can-quet-tai-thi-truong-nuoc-ngoai-doanh-so-tai-viet-nam-tang-gan-16-nam-2020-20210513110438451.chn>.
Vu, G 2019, ‘Được người Việt ưa chuộng, đặc biệt làm đồ lễ bái, bánh Choco Pie tạo ra doanh thu khủng tại Việt Nam, lần đầu vượt qua quê nhà Hàn Quốc’, Cafebiz, 20 April, viewed 24
August 2022, <https://cafebiz.vn/duoc-nguoi-viet-ua-chuong-dac-biet-lam-do-le-bai-banh-choco-pie-tao-ra-doanh-thu-khung-tai-viet-nam-lan-dau-vuot-qua-que-nha-han-quoc-
20190419180929966.chn>.
Vu, Q 2021, ‘Gen Z: Ăn món gì vừa ngon vừa phải độc lạ mới chịu!’, Kenh 14, 29 October, viewed 24 August 2022, <https://kenh14.vn/gen-z-an-mon-gi-vua-ngon-vua-phai-doc-la-moi-chiu-
20211028231743779.chn>.
Wise Marketer 2021, ‘Marketing and Accounting: An Essential Partnership for Business Success’, The Wise Marketer, 13 August, viewed 15 August 2022,
<https://thewisemarketer.com/channels/financial-services/marketing-and-accounting-an-essential-partnership-for-business-
success/#:~:text=Accounting%20can%20keep%20marketing%20focused,are%20appropriate%20and%20within%20budget>.
Worldbank 2022, ‘The world bank in Vietnam’, Worldbank, 14 April, viewed 15 August 2022, <https://www.worldbank.org/en/country/vietnam/overview>.
Young-hwa, J & Lee, J 2022, ‘Orion Choco Pie sells 3.4 billion packs globally in different appeal to sweet taste bud’, Pulse News, 17 February, viewed 23 August 2022,
<https://pulsenews.co.kr/view.php?year=2022&no=152536#:~:text=In%20Vietnam%2C%20its%20sales%20in,percent%20from%20the%20previous%20 year.>.