UNIVERSITY OF ECONOMICS AND LAW

VIETNAM NATIONAL UNIVERSITY -

HO CHI MINH CITY

…..***.....

ASSIGNMENT ON
PRINCIPLE OF MARKETING
Instructor: ThS. Nguyễn Hồng Uyên
THIEN LONG GROUP
by FRIENDS

Ho Chi Minh city, 2023

 WORK ASSIGNMENT TABLE - FRIENDS

Completion
Member Tasks
level
- Summary
- Environmental Assessment and marketing situation
- Marketing strategy 100%
Đinh Nhật Duy - Execution programs
K224081063 - Budget and control
- Summary
- Environmental Assessment and marketing situation
- SWOT analysis 100%
Phạm Thị Ái Thục - Marketing strategy
K224081093 - Làm Powerpoint
- Acknowledgement
- Marketing strategy
100%
Trần Nguyễn Anh Thư - Budget and control
K224081095 - Làm Powerpoint
- Thien Long problem facing and Marketing objectives
- Marketing strategy
100%
Ngô Tiểu Thanh - Execution programs
K224081087 - Budget and control
- Thien Long problem facing and Marketing objectives
Huỳnh Thanh Tuyền - Marketing strategy 100%
K224081099 - Execution programs

Instructor comments:

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I. Environmental Assessment and marketing situation of Thien Long................................4
1. Assessment of the marketing environment....................................................................... 4
1.1. Economic environment............................................................................................ 4
1.2. Cultural-social environment.....................................................................................4
1.3. Demographic environment.......................................................................................4
2. Marketing situation........................................................................................................... 4
2.1 Market analysis......................................................................................................... 4
2.2 Product Reviews....................................................................................................... 5
2.3 Evaluation of competition......................................................................................... 5
2.3.1 Direct competition: the competition of domestic and foreign ballpoint pen
brands:....................................................................................................................... 5
2.3.2 Indirect competition:........................................................................................ 5
2.4 Logistics assessment:................................................................................................ 5
II. SWOT analysis..................................................................................................................... 6
III. Thien Long problem facing and Marketing objectives...................................................6
1. The Thien Long’s problem................................................................................................6
2. Marketing objectives.........................................................................................................7
IV. Marketing strategy..............................................................................................................7
1. Market segment of Thien Long (consumer market)......................................................... 7
2. Target market.................................................................................................................... 7
3. Differentiation................................................................................................................... 8
4. Positioning........................................................................................................................ 8
4.1 Value Statement.........................................................................................................8
4.2 Positioning speech.....................................................................................................9
4.3 Positioning scheme................................................................................................... 9
V. Execution programs..............................................................................................................9
1. Pastel product strategy...................................................................................................... 9
2. Price................................................................................................................................ 10
3. Place................................................................................................................................ 11
4. Promotion........................................................................................................................12
VI. Budget and control........................................................................................................... 13
1. Budget (2025)................................................................................................................. 13
1.1 Distribution............................................................................................................. 13
1.2 Marketing................................................................................................................ 13
2. Control............................................................................................................................ 13
 ACKNOWLEDGEMENT

First of all, we would like to send our most sincere thanks to Master Nguyen Hong
Uyen. During the process of studying and understanding the basic subject of Marketing,
we received your enthusiastic help and guidance. You have helped us accumulate more
knowledge to have a deeper and more complete perspective in Marketing. From the
knowledge you conveyed, we have a deeper understanding and know how to create
marketing campaigns for businesses. Through this essay, we would like to present the
Marketing campaign for Thien Long company after covid-19.
Perhaps knowledge is limitless, but each person's own knowledge acquisition
always has certain limitations. Therefore, in the process of completing the essay,
shortcomings are inevitable. We personally look forward to receiving your comments to
make my essay more complete.
We wish you health, happiness and success in your teaching career!

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 SUMMARY

Thien Long, a company specializing in manufacturing and trading stationery

products, including ballpoint pens, fountain pens, pencils...Currently, Thien Long has the
largest market share in the Vietnamese market, with more than 60%. Thien Long products
are highly appreciated for quality, reasonable price and variety of models. However, Thien
Long ballpoint pens are also facing a number of problems such as: the need to use
sustainable and environmentally friendly products in parallel with the increasingly fierce
competition of domestic and international rivals and the change of consumer habits, as
more and more people use high-end stationery products, which cost more. Along with
that, the serious impact of the Covid-19 pandemic caused the turnover of Thien Long at
one time to decline. After the pandemic, Thien Long was forced to take a leap forward, a
well-groomed, more unique marketing plan to reposition the brand. To continue
sustainable development, Thien Long has constantly researched and developed new
products, meeting the increasing demand of customers. One of the outstanding new
products of Thien Long is the Pastel set with the theme "Green Life-bright future". The
Pastel campaign is a testament to Thien Long's acumen in capturing market trends and
customer needs. The more modern society is, the more environmental issues are
concerned, and by 2025, the government will set stricter policies to protect the
environment. Therefore, this campaign is a very relevant practice and contributes to
raising awareness of Environmental Protection in the community. Understanding the
resources that businesses currently have, along with analyzing industry opportunities and
challenges, Thien Long needs to plan in 2025 to improve customer brand awareness and
competitive position in the market. The marketing plan will be implemented in 2025, and
below is the detailed content for the plan.

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I. Environmental Assessment and marketing situation of Thien Long
1. Assessment of the marketing environment
1.1. Economic environment
In the context of strong and unpredictable fluctuations in the global economy after the covid
pandemic, Vietnam's economic growth is appreciated, the real results in 2023 are in the forecast
of growth according to the scenario.
- The average inflation in 2023 is 3.3%, which is still within the Government's control target.
- GDP growth reached the target of 6.5%, economic growth is stable, creating conditions for
Thien Long development.
- Exports of goods and services reached 382.2 billion USD.
- FDI attraction reached 29.2 billion USD.
1.2. Cultural-social environment
- The intellectual level of Vietnamese is increasing and the issue of education is more focused,
so the demand for learning tools increases.
- According to the Ministry of Education and Training, as of 2023, the country has a total of 24
million students, including:
+ Early childhood education: 5.9 million students
+ Primary education: 9.6 million students
+ Secondary education: 4.4 million students
+ High school: 3.3 million students
+ College: 2.1 million students
+ University: 4.2 million students
1.3. Demographic environment
The population size is large, the working population of Vietnam is 45.9 million people,
accounting for about 60% of the population. Therefore, the stationery market is still expanding.

2. Marketing situation
Thien Long achieves impressive growth rate, expressed through the following indicators:
- Revenue: Thien Long's revenue is continuously growing, from 2,712 billion VND in 2015 to
4,000 billion VND in 2023.
- Profit: Thien Long's profits grew strongly, from 182 billion VND in 2015 to 400 billion VND
in 2023.
- In the period 2023-2025, Vietnam's economy has many fluctuations, Thien Long needs
strategies to maintain its influence and attract more customers. Thien Long develops
international markets (especially potential markets such as Southeast Asia, USA, Europe),
digital transformation strategy in the digital context, sustainable development strategy,...
2.1 Market analysis
Thien Long company is present in 70 countries and has a large market share in the field of
writing pens in Vietnam.
- Domestic market: Thien Long has revenue mainly from the Vietnamese market with 85% of
domestic revenue ( Thien Long's market share in stationery industry is allocated as follows: pen
writing: 60%, Office Tools: 25%, Learning Tools: 15%)
- International market: as of November 2023, Thien Long has exported to more than 67
countries and territories across 6 continents. The main export markets of Thien Long include:
+ Asia: China, Korea, Japan, Thailand,...
+ Europe: Germany, France, England, Spain,...
+ Americas: USA, Canada, Brazil,...

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 + Africa: South Africa, Kenya,...
+ Oceania: Australia, New Zealand,...
2.2 Product Reviews
Thien Long has 4 main product lines, including:
- Pen writing: appreciated for ink quality, smooth writing. The product has a beautiful design,
suitable for the needs of students and students.
- Learning tools: highly valued for quality, durability, and health safety. The product has a
beautiful design, suitable for the needs of students and students.
- Stationery: appreciated for quality, durability, and competitive price. The product has a
beautiful design, tailored to the needs of business and commuters.
- Art tools: considered diverse and brings high creative value, includes products serving fine
arts and creativity. The product has a fresh color and beautiful design, suitable for student in
study.
2.3 Evaluation of competition
2.3.1 Direct competition: the competition of domestic and foreign ballpoint pen brands

2.3.2 Indirect competition:

- Technology products: Information Technology, Electronics Are Changing the way people
study and work. Today, people tend to use technological equipment to take notes instead of
ordinary writing pens.
- Educational products: educational products such as books, learning materials,... also an
indirect competitor of Thien Long. Educational products can be used for taking notes,
alternative learning for stationery products.
2.4 Logistics assessment:
Thien Long distribution system is widely spread with more than 200 distributors and 1st
level dealers.
- Warehouse technology: Thien Long has 10 warehouses distributed in the provinces: Dong
Nai, Ha Noi, Ho Chi Minh, Hai Phong...ensure that products are well preserved and
transported safely and quickly throughout the past decades.

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 - Logistics services: diversified, meet the needs of customers: delivery, delivery by post,
delivery by agent,..

II. SWOT analysis

From there we can take some measures for the problems that Thien Long is facing:
- Make the most of your strengths to create opportunities: take advantage of your reputation
and strong market share to expand your potential market and develop new products.
- Overcome weaknesses to take advantage of opportunities: Thien Long can do this by
investing in research and development of product diversification, adopting new technologies,
and building strong brands to improve international competitiveness.
- Take strengths to eliminate challenges: with changing tastes, Thien Long can leverage
effective digital transformation in enterprises to capture changing consumer trends.
- Address assumed negatives, in order to limit the risks and negative effects: reduce costs by
optimizing production processes, reduce shipping costs, and negotiate with suppliers and
implement promotions and discounts to attract customers.

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III. Thien Long problem facing and Marketing objectives
1. The Thien Long’s problem
- Intense competition: Vietnam stationery market is increasingly competitive with the
participation of many domestic and foreign enterprises. The Profit after Tax of Thien Long in
2023 reached 400 billion VND. The main reason is the price competition that causes Thien
Long to reduce the price of selling products.
- Marketing strategy is not effective: according to a survey by Nielsen Vietnam in 2022, the
percentage of consumers who know the Thien Long brand is 95%. However, the percentage
of consumers who know about Thien Long's marketing programs is only 70%. This shows
that Thien Long's marketing programs are still not really accessible to all consumers.
- Rising production costs: the Russo-Ukrainian war has caused disruptions in the global
supply chain, causing prices for input materials, such as plastics, metals, and paper, to rise.
This is because Western countries impose sanctions on Russia, which restricts the supply of
these materials.
- Sustainability trends: poses a challenge for Thien Long to minimize its impact on the
environment. The company needs to change production processes, use environmentally
friendly raw materials, and enhance recycling and reuse.

2. Marketing objectives
Thien Long Group aims to become one of the No. 1 stationery enterprises in Southeast Asia
and leading in Asia with revenue of VND 10, 000 billion by 2025. To achieve this goal, Thien
Long will focus on the following activities:
- Enhance FlexOffice and Colokit brand: Thien Long will continue to invest in research,
product development, improve product quality, and promote marketing and communication
activities to enhance FlexOffice and Colokit brand identity.
- Expand distribution channel and export product portfolio: Thien Long will expand
distribution channel in the main markets in Southeast Asia through the development of New
selling points. At the same time, Thien Long will research and develop more product code
warehousing (SKUs) at each point of sale to meet the diverse needs of customers.
- Developing the European, Middle East and African markets: Thien Long will promote the
development of the European, Middle East and African markets through cooperation with
partners in these markets.

IV. Marketing strategy

1. Market segment of Thien Long (consumer market)
- Geography: Thien Long ballpoint pen has revenue mainly from the Vietnam domestic
market with 85% of revenue, serving many domestic consumers.
- Demographics and Social Psychology: Students, Students, office workers: this is the main
object that Thien Long is aiming for pen-writing products and learning items suitable for
users of this age.
- Career:
+ Students: 50% market share, affordable price, good quality,...
+ Office staff: accounting for 30% market share, high quality, good durability, luxury design.
+ Business: accounting for 20% market share, design, can print logo, brand.
Thien Long segments the market according to many factors and thereby creates the target
market that Thien Long aims to.

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 2. Target market
During 2023-2025, Thien Long focuses on markets:
- Focus on students and students: the largest stationery consumption audience and diverse use
needs.
- Expanding the market to Southeast Asia: Thien Long focuses on expanding the market to
countries such as the Philippines, Myanmar, Cambodia due to the large, young and growing
population, high demand for stationery, and many similarities with the Vietnamese market.
- Development of environmentally friendly stationery products: this is an inevitable trend of
the future stationery market.

Object Segment Price Approach Request

Business Companies, Mid-range to Directly, through High quality, good

customers businesses, high-end agents service
organizations

Individual Pupils, students, office Cheap and Directly, through Reasonable price,
customers workers mid-range agents, modern good quality, diverse
distribution designs
channels

Users of People who are Mid-range to Directly, through environmentally

environmentall interested in the high-end (as agents, modern friendliness, high
y friendly environment and have long as it is distribution quality, diverse
channels designs

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Vietnamese knowledge about the environmentall
pen environment. y friendly)

South Asia Pupils, students, office Cheap, Directly, through Reasonable price,
Market workers mid-range and agents, modern good quality, diverse
high-end distribution designs
channels

3. Differentiation
- Long production experience: Thien Long was founded in 1961, Thien Long accumulated a
lot of knowledge, skills, and know-how in stationery production. This makes Thien Long able
to produce high-quality products that meet the needs of customers.
- Strict quality management system: strict quality management system ISO 9001: 2015.
Ensure stable product quality, meet international standards.
- Besides, Thien Long also has utility features such as:
+ Anti-ink clogging helps the pen write ink evenly, without ink clogging.
+ Long writing does not tire your hands to help users write comfortably for a long time.
+ Anti-ink Lem out hand, paper.

4. Positioning
4.1 Value Statement
Thien Long chooses to position “More value, same price” because Thien Long is always
committed to providing high-quality, innovative and reliable products, and understands that
customers always care about the price. However, instead of competing at low prices, they
focus on optimizing the production process and delivering products with high value, but not
significantly increasing product prices. This ensures that their products always meet and
exceed customer expectations.
4.2 Positioning statement
"A Vietnamese brand of international stature and class, always brings knowledge to
consumers from high quality ballpoint pens, suitable cost for all ages. Creating a shopping
experience with a wide choice of pens is quite rich, interesting accompanied by a dedicated
service leading consumers to success.”

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 4.3 Positioning map

V. Execution programs
1. Pastel product strategy
- Towards the generation of Gen Z-a vibrant generation, with its own personality and color,
Thien Long has launched a set of Pastel products with youthful design, eye-catching pastel
tones to accompany Gen Z. To conquer the knowledge of the Times, Gen Z requires more
features in a pen – it must be a multitasking and trendy Pen, “accessories” for them to express
their individuality as well as their own mark.
After the Covid 19 pandemic, environmental issues are increasingly of interest to society,
the Pastel campaign launched in 2025 with the goal of introducing a new line of pastel color
ballpoint pen products to consumers, with the slogan: “Green Life - bright future” thereby
conveying the message of protecting the green environment.
- Line Pastel pen with ink color is designed in 5 tones of lightness, sophistication: pink pastel,
yellow pastel, blue pastel, purple pastel and green leaf pastel pastel.
- Pastel set includes:
+ Smooth ink pen (GEL-015 & FO-GELB039) is extremely smooth, smart design helps
limit hand fatigue when writing long.
+ Luminous pen (HL-016, FO-HL009) pastel color softens the eyes, does not smudge,
does not leave stains when photocopying, thoroughly washed if it sticks to the skin or
cloth.
+ Gum e-010 supple, less crumb.
+ Sturdy SR-010 straight ruler,sharp divider, less translucent.
+ FO-db007 20-leaf cover, FO-CB03 double Signer cover for convenient storage and
classification.
+ SWM - C008 Color Brush Set is diverse and has the largest number of pastel colors on
the market.

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 ⇒ Pastel campaign is a testament to Thien Long's acumen in capturing market trends and
customer needs. The more modern society is, the more environmental issues are concerned,
and by 2025, the government will set stricter policies to protect the environment. Therefore,
this campaign is a very relevant practice and contributes to raising awareness of
Environmental Protection in the community.

2. Price
- Target: take a large market share, satisfy the needs of many customers and focus on
maximizing profits.
- Price range: about 40-50 thousand VND / 1 set of pens (5 colors). This price is quite
reasonable, and can compete with other competitors.

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 - Pricing method: pricing based on customer value, reasonable value (quality, service) and
added value (new color, hand cushion), material cost and pen details.
- In addition, Thien Long also set different prices for each different audience: retail policy,
discount on the ratio of sales reached, dealers, direct customers; promotion policies, discounts
on e-commerce floor,...

3. Place
Thien Long launches campaign under intensive distribution:

Indirect distribution: is through intermediaries such as resellers / retailers,... Dealers are

usually smaller in size than distributors and focus on a smaller area.
- Direct distribution:
Promoting website development ,e-commerce platforms (Shopee, Lazada, Tiki,...)
Through 58 standard shops (Tan Yen bookstore,Quyen Luan grocery,...)
The nationwide distribution of products, through various sales channels, helps Thien Long
reach many potential customers, contributing to improving the effectiveness of the campaign.

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4. Promotion
Recognizing the goal of BST Pastel is to "hit" directly on the GenZ generation, with the
desire to increase revenue, Thien Long has put forward the message "fresh blue pen-color
life". Therefore Thien Long should come up with Marketing strategies such as:
- Mass media: implement TVC advertising on major TV channels, such as VTV, HTV,...
- Communication at the point of sale: product display, trial, leaflet delivery, …
- Online communication: on social media channels such as Facebook, Instagram, Tiktok,...
+ Focus on sharing content about pastel color ballpoint pen products, along with
information about fashion trends and Environmental Protection
+ Customer engagement: direct engagement activities such as minigames, giveaway,...
- Marketing activities:

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 + Place the pen shell collection points for recycling purposes.
+ The Environmental talkshow series aims to raise awareness of Environmental
Protection.
+ 5% of total profits to the green environment fund
+ Environmental art contest to spread the green message.

VI. Budget and control

1. Budget (2025)
1.1 Distribution

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 1.2 Marketing

2. Control
Thien Long has established and implemented strict control system:
- Schedule control:
+ Develop a detailed plan: goals, activities, budgets, and timeline to capture a
campaign overview.
+ Clear assignment and regular supervision: departments and individuals who
participate in the campaign to ensure the work is on schedule and fix the problem
will arise.
- Effective control:
+ Set clear goals:
* Revenue increased by 120% over the same period last year
* Through the Brand Lift survey, the level of advertising memorization (ads recall)
increased by 32%, the level of brand favor (favorability) increased by 10%, the
priority for brand (preference) increased by 140%
+ Data analysis: through data collection to comprehensively assess and identify
factors that contribute to efficiency and factors that need improvement.

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 REFERENCE

Thông điệp của chủ tịch (2022). Thiên Long. https://thienlonggroup.com/page/chu-tich

Thanh, T. (2023, April 3). Case Study: Thiên long xây dựng lại “đế chế” sau 40 năm –
Tỏa tri thức, bừng khí chất. marketingai.vn.
https://marketingai.vn/case-study-thien-long-xay-dung-lai-de-che-sau-40-nam-toa-tri-thu
c-bung-khi-chat/

Hà Anh. (2023, July 27). Bút bi Thiên Long lãi gần 1,5 tỷ đồng mỗi ngày. Mekong Asean.
https://mekongasean.vn/but-bi-thien-long-lai-gan-15-ty-dong-moi-ngay-post24805.html

Ánh Dương. (2022, November 29). Thiên Long: Từ giấc mơ về chiếc bút bi đầu tiên
“made in Việt Nam" đến người bạn thân thiết của triệu người tiêu dùng. CafeF.
https://cafef.vn/thien-long-tu-giac-mo-ve-chiec-but-bi-dau-tien-made-in-viet-nam-den-ngu
oi-ban-than-thiet-cua-trieu-nguoi-tieu-dung-20221129174341286.chn

Dung, H. (2023, November 29). Thiên Long: Thương hiệu quốc dân nắm 60% thị phần
bút viết và ẩn số tăng trưởng mới. vietnambiz.vn.
https://vietnambiz.vn/thien-long-thuong-hieu-quoc-dan-nam-60-thi-phan-but-viet-va-an-s
o-tang-truong-moi-202398134553601.htm

H., Q. D. (2023, June 18). 40 năm đồng hành cùng tri thức Việt: Bút bi Thiên Long và bài
học chiến lược marketing theo xu thế thời đại. advertisingvietnam.com.
https://advertisingvietnam.com/40-nam-dong-hanh-cung-tri-thuc-viet-but-bi-thien-long-va
-bai-hoc-ve-chien-luoc-phat-trien-theo-xu-the-thoi-dai-l22223

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