1.

Executive Summary (Duy Bảo)

The frozen and pre-made food sector thrives in today's fast-paced world. While offering
convenience and variety, concerns remain about cost, potential health consequences, and
quality. The market is expected to grow, driven by urbanization and busy lifestyles. However,
success hinges on prioritizing safety, and quality, and meeting the evolving demands of health-
conscious consumers.

Phuc Hoi Thanh, a rising star in the pre-made food sector, has captured attention with their
innovative Nep Quyt Vang. This convenient and healthy option, leveraging the unique qualities
of Nep Quyt Vang rice, caters to the growing demand for healthy and easy meals. Nep Quyt
Vang retains its original flavor and nutritional value while offering ease of use, a winning
combination that secured success on Shark Tank Vietnam. However, scaling production to meet
market demands remains a crucial hurdle. Phuc Hoi Thanh must navigate this challenge
carefully, ensuring quality is maintained while increasing volume. Overcoming this obstacle will
solidify their position in the dynamic frozen and pre-made food industry.

2. Background

a. Company’s Background (Duy Bảo)

Tran Thi Thanh Tam, with more than 15 years of experience in successfully building a chain of
F&B stores with more than 200 nutritional porridge stores, founded Phuc Hoi Thanh company in
September 2019. After 3 years of research and testing, The company has successfully applied
super-speed deep freezing technology, helping to keep the fresh flavor of dishes from 6 months
to 1 year without using preservatives. With this advanced technology, Phuc Hoi Thanh aims to:
Develop convenient ready-to-eat food products that retain the fresh, delicious taste as if they
were just cooked and also expand the market, bringing Vietnamese products to the international
market.

Nep Quyt Vang and Phuc Hoi Thanh are two inseparable names in the production and
distribution of tangerine sticky rice. The strong foundation of cooperation between these two
businesses is the key to Nep Quyt Vang's strong development in recent years. Phuc Hoi Thanh
acts as the exclusive distributor for Nep Quyt Vang, helping bring quality tangerine sticky rice
products to consumers nationwide. Thanks to Phuc Hoi Thanh's extensive distribution system
and professional staff, Nep Quyt Vang has been able to reach a large market, increase brand
awareness, and increase revenue effectively.

b. Introduction about the Product/Service (Phong Nguyễn)

In a world that increasingly focuses on health and spirituality and especially the convenience of
products, Nep Quyt Vang's criteria are super delicious and super convenient products that keep
the freshness and taste as if they were just cooked. Has researched and developed a line of
frozen food products. In August 2022, the company officially launched the first 10 products for
breakfast. These products are applied with super-speed deep freezing technology and say no to
preservatives. Not only that, the food can be kept for up to 6 months to 1 year. This product set
includes 40 dishes: breakfast, dinner, lunch, nutritious food, vegetarian, and healthy food. The
manufacturer's purpose is to liberate Vietnamese women from their own kitchens. Based on
data, the time women spend in the kitchen accounts for the majority of the time they have when
they are at home.

The special feature of this product line is that they are the only exclusively frozen pho noodles
on the market because they are very fragile. Completely from frozen packages: frozen chicken,
dried pho noodles. But the price of these products only falls into the extremely affordable price
range . Furthermore, to ensure the quality of taste, these products are seasoned manually by
chefs instead of robots like other companies.

c. The purpose of the marketing plan (Phong Nguyễn)

 Increase customer base
First of all, for businesses, attracting customers is very important in creating a loop of
purchasing habits and using the services of a business. Initial goal From the first month to the
6th month, this frozen product will cover the District 2 market and show the great potential of
this product. After achieving enough calculated revenue, when the product develops strongly in
the market, it will expand to Thu Duc City and Ho Chi Minh City within 2 years. marking Nep
Quyt Vang's name to become one of the leading companies in the production of frozen food in
the Vietnamese market

Nep Quyt Vang's communication goal will be to cover communication channels used by many
people and bring practical information to users. Initially, because Nep Quyt Vang influenced and
left a deep impression on previous customers, Nep Quyt Vang now has to remind customers
again that Nep Quyt Vang has restarted. Increase brand awareness of new products up 20%
within 6 months. will then begin to expand to many new customers through the word-of-mouth
effect on current social networking sites.
-Change sales goals:
after being changed and starting the restart process. Through this marketing plan, Nep Quyt
Vang sets particularly important sales goals. The first step is to regain the market that once
existed, but not only targeting women but also expanding to men, even youth and elderly. For
the development step, the next goal is to increase Nep Quyt Vang sales by 30% within 6
months.

3. Situational Analysis (Khang Nguyễn, Gia Bảo)

a. Company Analysis: SWOT Analysis, (Competitive Advantage, Market share)

Strengths:
High product quality and product diversity: Frozen foods are selected from fresh ingredients,
ensuring food hygiene and safety as well as providing many different types of frozen foods such
as: vegetables and fruits. , meat, fish, seafood, dim sum,... meet the diverse needs of
consumers.

Weakness:
Many products on the market lead to fierce competition: Although frozen food is a new product
of “Nep Quyt Vang”, the general market has many other frozen products.
For example: Many large and long-standing brands such as Vissan, CP, Knorr,...

Opportunities:
High profits: With the achievement of selling 140,000 products, earning more than 4 billion VND
and receiving many positive feedback from customers after only 3 months of launch.
Threats:
Not enough exploitation potential: Due to not having enough internal resources to exploit the
market and lack of selling points, the founders decided to temporarily suspend "Nep Quyt Vang"
to find a plan to "take the short and keep the long".

b. Marketing Environment Analysis: focus on key macro-environment forces

 Politics:
Export and import: In this trade policy can affect the price and supply of raw materials of the
company with its competitors.

 Economy:
Economic growth: Economic development will create favorable conditions for the consumption
of frozen products, improving the ability to return capital.

 Society:
Consumer trends: Changes in consumer preferences may require companies to adjust their
products and marketing strategies, as well as understand the culture and see if the product fits.
with domestic and foreign cultures.

 Technology:
Development of technology: New technology helps improve the company's production and
business efficiency, such as automation technology, food preservation technology,...

 Environment:
Environment: The company must comply with environmental regulations during production and
business, such as regulations on waste treatment.

Climate: Climate affects the company's raw material sources, for example, weather changes
affect raw material crops.

 Legal:
Labor law: Labor law regulates the rights and obligations of employees, affecting the company's
human resource management.
c. Customer Analysis: description of target customers and analysis of their
purchasing behavior
Nep Quyt Vang Target Customer:

 Demographic: Mostly adults who enjoy cooking traditional foods, regardless of

gender. They're typically people with a bit of extra money to spend on quality
 ingredients, and they may not have specific educational backgrounds, just an
interest in cooking and cultural foods. (income, age, occupation…)
 Behavioral: Some customers buy Nep Quyt Vang regularly because they use it
often in their cooking, while others buy it only occasionally for special meals.
They're often cooking enthusiasts who take pride in making authentic
Vietnamese dishes and think it's important to use good ingredients.
 Geographic: These customers are found in both urban areas with big
Vietnamese populations and in smaller towns where Vietnamese cuisine is
enjoyed. This could be anywhere in Vietnam or countries with Vietnamese
communities or where Vietnamese food is becoming popular.
 Psychographic: They're people who want to experience Vietnamese culture
through food and seek out real ingredients like Nep Quyt Vang for authentic
flavors. They care about where their food comes from and how it's made, often
choosing products that support local farmers and communities.

Purchasing Behavior

 Cultural Factors: The culture you're part of affects what you like to eat. For Phuc Hoi
Thanh's customers, they might care about Vietnamese traditions like fresh, good-quality
food. They might also want to try foods from other places because Vietnam has lots of
different kinds of food.
 Social Factors: What your friends, family, and people online say can also affect what
you buy. Phuc Hoi Thanh's customers might listen to recommendations from friends or
follow food bloggers on social media who talk about special foods. They might also try
new foods when they hang out with friends or go to events.
 Personal Factors: Your tastes and values also matter. Phuc Hoi Thanh's customers
might care a lot about being healthy, helping the environment, or just enjoying tasty food.
They might also have certain diets that affect what they choose to buy.
 Psychological Factors: How you feel and think can also influence your choices. Phuc
Hoi Thanh's customers might buy food because it makes them feel happy, because it's
something different and exciting, or even just to impress others. Sometimes, food can
remind people of good times or make them feel good inside, so they might pick foods
that make them happy.

d. Competitor Analysis: description of major competitors in the market and their

marketing strategies

Halong Canfoco

Canfoco Halong (Ha Long Canned Fish) had started operating in 1957 in Haiphong under the
sponsorship of the Soviet aid. In present, we have 8 plants and 4 offices with about 1000
employees producing canned goods, from seafood to pasturized sausages. In 2020, Canfoco
Halong enjoyed significant revenue growth and the total revenue increased by 29% to VND 743
billion. Its assets and stock owned were VND 397 billion and VND 129.6 billion, respectively. It
would be a daunting challenge for new entrants to crack down the market considering the fact
that Canfoco Halong has its own brand built with trust and awareness in the food processing
industry in Vietnam for decades now.
Vissan

Vissan Joint-Stock Company is the company that was established in the year 1970 and is
considered the leading firm in the process of production of fresh and frozen meats, and also
processed meats under 150-200 trade names. Featuring 20,000 tons of varied foods including
canned foods and sausages a year, it has become a market leader through stable product
supply. Therefore, the revenue was up 9% to VND 1,129 billion in Q2 2021, however the net
income fell by 5% and the gross profit was up 5% to VND 245 billion. Vissan's robust brand
reputation and customer loyalty constitute a formidable barrier to competitors built on years of
dedication to produce quality products.

4. Marketing Strategy
a. Segmentation and Targeting Strategy

Geographic.

With the frozen food of Nep Quyt Vang, first, we will focus on urban areas like Ho Chi Minh City
and Ha Noi because the population of these two cities is the highest (8,9tr)-(8,499tr).
After that, there will be other countries like the USA, and England (European countries- because
they want fast food and frozen food from Nep Quyt Vang is convenient.

Demographic
The food products offered by Nep Quyt Vang are tailored to suit the preferences of individuals
aged 20-35, as they often grapple with the demands of work and studies, prioritizing both
convenience and nutrition. For the elderly, aged 60-70, who may encounter challenges in daily
activities, Nep Quyt Vang’s food options strike a balance between convenience, ease of
preparation, and high nutritional quality. This not only aids in the preservation of their health but
also prompts their descendants to make purchases, driven by a concern for the well-being of
their grandparents.

According to the latest data, the average monthly income for laborers is 7 million VND,
representing a moderate income level. As a result, these individuals tend to favor ready-to-eat
meals due to their convenience and health benefits compared to dining out, which incurs
additional costs. However, those with higher incomes also seek ready-to-eat products to meet
the demands of their busy lifestyles.
Both men and women are potential consumers of ready-to-eat meals, but women often prioritize
health considerations, while men emphasize convenience.

The target audience for Nep Quyt Vang’s products encompasses diverse groups, including
laborers, homemakers, and families, as well as those who are food enthusiasts and appreciate
innovation

Behavioral
Loyalty: Nep Quyt Vang aims towards 'loyal customers' and 'potential customers' with its
outstanding secret in executing dishes, as the CEO of Nep Quyt Vang mentioned that no other
company can achieve it except Nep Quyt Vang, along with the rich and delicious flavor, which is
the key to Nep Quyt Vang’s success.

Benefit customer needs: food safety, nutrients, the delicious aroma of the dishes, and
convenience. Therefore, the target customers of Nep Quyt Vang will be busy individuals with
limited time for cooking or elderly people seeking nourishing and convenient meals.

User and personality: Launching campaigns for the product based on the personality of
consumers. Nep Quyt Vang’s dishes will be targeted towards office workers and elderly people
due to the convenience and nutritional benefits of the meals

Psychographic

1) Urban vs. Rural Lifestyle:

 Vietnamese consumers living in urban areas may have a more hectic lifestyle and a
higher preference for convenient packaged foods due to their busy schedules. On the
other hand, those in rural areas may have a preference for traditional, home-cooked
meals.

2) Health and Wellness Orientation:

 There is a growing awareness of health and wellness among Vietnamese consumers.

Some segments may be more inclined towards healthier packaged food options,
focusing on low-fat, organic, or natural products, while others may prioritize cheap prize
but ignore health aspects.

b. Positioning Strategy

Unlike other ready-to-eat brands on the market, Nep Quyt Vang introduces 40 different
products, including breakfast, lunch, nutritional supplements, vegetarian dishes, and healthy
options. Additionally, only Nep Quyt Vang can freeze vermicelli and pho, as they tend to break
easily under normal circumstances. What sets Nep Quyt Vang apart is that all the dishes it
offers are deeply rooted in the tradition and unique culture of the Vietnamese people.
 With the diversity of dishes and the convenience that Nep Quyt Vang products provide, it
will not be difficult to make the Nep Quyt Vang brand more widely known and popular. We just
need to focus on the right target audience, as mentioned earlier, including active individuals,
homemakers, and the elderly, ensuring a high success rate. However, a significant advantage
lies in the fact that the dishes are closely linked to the regions and cultures in Vietnam, creating
a sense of familiarity and friendliness for the Vietnamese people. Nevertheless, we cannot
overlook a high potential customer base for Nep Quyt Vang, which are the European countries,
as they appreciate the convenience of ready-to-eat meals and the opportunity to explore
different cultures through a single dish.

Positioning map between Nep Qut Vang and Asiafood:

c. Marketing Mix (4Ps)

PRODUCT

Nep Quyt Vang's menu offers a unique ready-to-eat meal option with their exclusively frozen
Pho Bo, featuring soft and prepared pho noodles that nowhere has. The product comes in the
form of frozen packages which contain chicken and dried pho noodles that can be stored for
more than 6 months to 1 year. The classic long and straight noodles are simple to serve and to
eat, and as easy as microwaving or putting them in a kettle for just 5 to 10 minutes. Pho Bo
ready-meals are packed with rich nutrition and tasty ingredients, which the customers will love
while establishing a long-term relationship with the brand. It will be attractive to health-minded
customers who are eager for those convenient options without giving up much on quality. In
Vietnam, where 85% of consumers are looking for convenience, the country has a strong
market appeal for this kind of ready-to-eat food.

We can take advantage of Pho Bo’s culinary legacies to gain recognition not only in Viet Nam
but also globally. Apart from different types of meals that Nep Quyt Vang has already offered,we
can create different tastes that might correspond to different culinary styles as well as dietary
preferences. In Western countries or Eastern Asia, offering vegan/vegetarian versions of the
dish will satisfy rising demand for plant-based alternatives and finally increase the value of this
product.

PRICE

Competing against thousands of local businesses in the flourishing processed food sector of
Vietnam requires a well-established plan.With a marketing penetration strategy, Nep Quyt Vang
can enter emerging markets with low initial prices ranging from 28,000 VND to 41,000 VND. The
target here is to quickly gain a significant market share through evolving the customer base and
the brand among the most dominant industry giants that are Vissan, CJ Cau Tre, and Ha Long
Canfoco. Nep Quyt Vang is expected to compete with others by offering competitive pricing, so
the company can capture customers who are focused on affordability. This will definitely help
the brand to get into the market quickly and possibly effectively.

PLACE
Nep Quyt Vang products can be easily bought from Facebook or the official website.
Unfortunately, the name was put under temporary closure as a way to conduct more research
and restructure. Nevertheless, to accomplish the company’s main goal of covering online
channels, we opt to establish online e-commercial shops on Shopee as the platform provides an
accelerated number of users ready to try new products.

According to a report, 61% of people like to buy processed foods from such modern trading
channels as supermarkets or convenience stores and the rest 39% only purchase from
traditional trade such as grocery shops and markets. This hence presents a good opportunity
for the distribution channels to expand by tapping in the emerging markets, such as, the
supermarkets or retail chain stores. As a result, Nep Quyt Vang’s meals will be made more
accessible than before with the products being present in a reachable area, closer to
consumers; which in turn makes the menu convenient to enter into offices, college campuses
and other canteens in buildings. It is also a good idea to cooperate with local players in the
markets, such as Vissan, Asiafoods, or Masan. The simple act of placing our products next to
theirs on the shelf can significantly increase reachability. As they already have the distribution
network to guarantee the products can be seen in a large number of stores in all the locations.

PROMOTION

The main marketing goal of Nep Quyt Vang is to get full coverage on VietNam online channels,
this can be achieved with the help of social media commercials and advertising. Hence, we plan
to launch a promotion campaign that primarily taps into the convenience and flexible aspects of
the product. Specifically, we will launch a sitcom commercial combined with a set of intriguing
posters that makes the customers want to search for the product’s information, or simply watch
the commercial. There is no information about the products, just two simple catchphrases on the
posters; meanwhile the commercial illustrates the three modern everyday situations and how
they overcome it with Nep Quyt Vang’s products, hence the overall slogan of the campaign is
“Be smart in a modern world”.

The posters can be seen from the street corners, college campuses, near retail stores or
literally on social media pop-up ads; while the commercial will be aired on TV, facebook
advertisements or the official website.

Image 1,2,3: Nep Quyt Vang’s ”Be smart in a modern world” campaign poster.

Appendix: Commercial Outline

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