I.

BACKGROUND & SIGNIFICANCE OF SMARTSIP

SmartSip first appeared during October 2023, as an innovative water bottle with user-friendly
features with the objective of inspiring people to adopt better routines, enhance their ways of
life, and make being hydrated entertaining and unique. Delivering a great product alone may
not be enough to secure sustainable growth in the current ever-changing marketplace. It has
become evident that one must step aside from the competition and adopt a new strategy.
This is especially true in the health and wellness sector, where customers are constantly
seeking ways to live better.

SmartSip does not only remind users to stay hydrated but also gives them data on the exact
amount of water you have consumed at a specific time during the day. Other premium
features that add up convenience and comfort include customizable LED lighting, adjustable
temperature, app integration and lightweight design. This particular solution is notable due to
its ease of use: Individuals can easily track their level of hydration through the LED display
or by pairing it to a digital device. Along with national efforts to decrease plastic waste,
SmartSip encourages the use of reusable bottles, which can significantly improve the
environment.

II. PESTEL ANALYSIS

1. Political factor
A number of studies indicate that fostering good governance is significantly aided by
local government transparency (Cite). When comparing the political landscape in
Vietnam between the years 2011 and 2021, it can be observed that local government
transparency has improved. On a scale of 1 to 10, the corresponding points for the two
years are 5.47 and 5.51. This is considered a suitable condition for encouraging citizen
participation, enhancing duty of care, and improving the overall quality of life and
health through innovative efforts (Cite).
2. Economic factor
While it is undeniable that prices for fuel, fertilizer, and grains increased globally
following Russia's invasion of Ukraine this year, some nations are not suffering from
hyperinflation, including Vietnam, where the inflation rate was 2.9% (Cite). Moreover,
Vietnam's external sector is experiencing remarkable growth, with average annual
growth rates of 18.8% and 16.9% for exports and imports. Trade liberalization has
given Vietnam access to capital, skilled labor, and cutting-edge technology, leading
to the country's exceptional growth (Cite).
3. Social
Vietnam's labor force is at large, with 62% of the country's population expected to be
employed in 2022, and half of that workforce will be between the ages of 20 and 39
(Cite). Vietnam's intake of retail products and services is increasing consistently; they
make up 55% of the country's GDP. Demand for these goods and services is rising
at an annualized rate of 20% over 2021, compared to a 15% increase in sales in
2022 prior to the Covid pandemic in 2019 (Cite).
4. Technological
The amount of water consumed from the bottle is measured using the Waterproof
Ultrasonic sensor. The components are wired to the coded NodeMCU. An additional
alarm is attched into the electronics to sound an alarm to the user to drink water.
 Additionally an IOT-based platform called the Adafruit Io application is used to track
and assist the user in analyzing his water consumption patterns.
5. Environmental
Vietnam's production force today is required to advance science and technology,
which are direct contributors to economic growth. The process of producing material
wealth is the result of man's impact on nature, whereby he exploits or modifies
natural objects to create goods that meet human needs. As reported by the General
Statistics Office, Vietnam's population exceeded 90 million, placing it third in
Southeast Asia and the 13th largest in the world. Over the last five years, Vietnam's
population has increased by more than 4.5 million, or an average of roughly one
million each year (Cite). It is essential that green products as SmartSip become
available.
6. Legal
To support technological ideas, innovation start-ups, technology incubation, and
science and technology business incubation; Law on Technology Transfer in 2017
stated the goal of promoting innovation and technology use by establishing links
between institutions dedicated to scientific research and technology development,
training facilities, and industrial facilities; placing a premium on commercializing the
outcomes of domestic scientific research and development. This way, the technology
core for SmartSip can soon be produced internally in Vietnam.

III. MARKET ANALYSIS

1. Market segmentation and customers analysis

1.1. Geographic
Our initial focus will be on expanding our market base in Bac Ninh, where we have a
significant number of corporation workers working for more than 2,040 projects from
39 countries and territories (Cite). Later, we plan to expand to Hai Phong, Hanoi and
other regions in Vietnam.

1.2. Firmographic
While smart water bottles are useful devices for people of all ages since dehydration
can affect any individual, we are targeting groups that are more vulnerable than
others. These include: persons who exercise for extended amounts of time and those
who work in offices and have long-term health conditions like diabetes or alcoholism
may lose a significant amount of bodily fluid through perspiration (Cite).

1.3. Needs and Behavioural

While sedentary and active people of all ages can attain "normal" hydration with a
variety of water intakes, heat stress and physically demanding work might make it
harder to maintain the homeostasis of body water (Cite). It has also been
demonstrated that dehydration has a negative effect on aerobic work performance;
the degree of this decline depends on the exercise task, the ambient temperature,
and the physiological traits of the person, including their level of fitness, their level of
acclimatization, and their tolerance to dehydration. These were added to the urgent
need for regular hydration throughout the day for the employees.

2. End user profile

End User Profile of SmartSip (Smart Water Bottle)

Gender Female (60%), Male (40%)

Age 25 - 45

Income > 8 million VND per month

Geographic Big Cities in Vietnam (Ha Noi, Ho Chi Minh City, Bac Ninh,...)

Psychographic ● They require a device that can assist them in tracking their water intake and
upholding a healthy lifestyle
● Interested in tracking and looking for healthy behaviors via digital devices and
social media

Lifestyle Two types of lifestyles in our customers:

● Between the ages of 25 and 30: Single individuals who still do not have a lot of
financial or family-related responsibilities, and who lead healthy lives that include
playing sports and exercising.
● Between the ages of 30 and 45: Individuals who work in corporations often lead
busy lives and forget to drink enough water. As a result, they would like a reminder
to establish a regular habit that will help them stay physically well.

4. Beachhead market
We define our beachhead market in high-living cost cities where the corporation
employees with high demand in maintaining healthcare are living. Therefore, our
Total Addressable Market, using the top-down approach, will be the total number of
senior working age population in Vietnam:

Total number of senior working age population in Vietnam 8.393.8103

Average revenue per user $82

Total Adressable Market (TAM): = $82 * 8.393.810 = $688.292.420

IV. MARKETING STRATEGIES

1. Marketing Strategy 1: The Need of Optimal Hydration

Objective:
- Educate to persuade 30% of our target audience that SmartSip is a
necessary part of rehydration.
- Clarify the perceived benefits of using our products through education.
1.1. Product

Value Branding

- Provide as much needed health - Brand’s core value: “Bring

information while maintaining a vitamins and minerals along with
 minimalism appearance for the you all day”
label - Target: Define the position: we
- A helpful, clear and concise take customer health as our top
feeling 1 priority

Packaging Services

- Design: Modern with two-colored - Annual Health Panel special for

palette SmartSip users to check on their
- An “Understand Vitamins as data before and after using the
Nutritinal Intake” instruction product
attached

1.2. Price
As one of our customers' top two criteria is state-of-the-art technology and effective health
measurement, price is not their biggest concern. Therefore, we will set our price above the
standard in order to convey a message that we offer high-quality and cutting-edge
technology. However, for first-time customers, there will be a 20% discount on the full year
Premium Subscription Program attached with the bottle.

1.3. Place
To save rent, maximize revenue, and increase brand exposure, we will not yet distribute our
product in an exhibition or any physical location. SmartSip will first focus on sales through
direct distribution channels, such as our official website, e-commerce platforms, and affiliate
marketing. However, there are special occasions that require real-product-experience.

1.4. Promotion

Launching Event - Defining existence

- Acknowledging customers about the nutrition-
focused mission

- Target: Corporation Employees (After Working)

- Format: Stands at public

- Free samples of vitamin water

- Free hydration level testing

Advertising Video advertising:

- Platforms: YouTube, Facebook, Tiktok
- Slogan: Filter For Good
- Content: Effects of hydration status on
cognitive performance and mood; deep dive on:
physical capabilities, renal and digestive
function, blood pressure and weight control
 Bus Shelters:
- Two-sided clear glass/plastic panels
- One filled with water in SmartSip bottle, the other
filled with sugar consumed in one year due to
drinking beverage drinks on unprepared situations

Athletes Partnerships:
- Recognizable athletes (to all ages) whose values
correlate with SmartSip
- Boost brand credibility, generate discussion and
attract a loyal following

Search Engine Optimization Enhancing the website’s visibility in search

(SEO) recommendations and results

Sales promotion - 20% discount: in total for the first year

subscription program

2. Marketing Strategy: Environmental Impact

Green product innovation is defined by the Commission of the European
Communities (2001) as products that use less resources, minimize dangers to the
environment, and avoid producing trash during the product's disposal phase. Thus,
green product innovation can help business in achieving sustainable development.
According to Tseng et al. (2009), a growing number of businesses are realizing the
value of sustainable development and the state of the environment worldwide.

1.1. Product

Value Branding

- “A water scarcity ambassador” - Brand’s slogan: “Drinking and

Healing”
- Using sustainable materials -
reusable and recyclable

Packaging Services

- Minimalism look: 1 color - Collect and resuse good

(Green/Brown)
- Convey the message: Focus on
its feature, reduce extra waste
- Instruction on how to longer the
product’s life cycle
functioning parts of the used
bottled from past customers to
repair and lease it at a lower
price for others.

1.2. Price
Based on this strategy, we can call for investment from the government and international
environmental organizations such as Earth System Governance Project (ESGP) or Global
Green Growth Institute (GGGI). Moreover, The Vietnamese Law on Environmental
Protection, Article 141, stipulates that the government must provide finance, location, and
delivery support for environmentally friendly products. Through these ways, the cost for our
product creation can be lower, therefore decrease the price.

1.3. Place
The product has been marketed online for a while now, but in order to significantly boost
sales and brand recognition, SmartSip ought to start selling at authorized
grocery/convenience stores where customers typically buy bottled water. This would provide
customers with an obvious option between the two.

1.4. Promotion

Launching Volunteer Event - Defining existence

- Creating a responsible impression on the first
audience

- Target: People of all ages

- Format: Running for Funding, Cleaning Day
(collaborated with kindergarten or primary schools)

Advertising Video advertising:

- Platforms: YouTube, Facebook, Tiktok
- Slogan: “Drink smart. Be smart.”
- Content: A circle loop of how you consume
canned drinks, littering affect the water
resources, health is destroyed due to dirts from
water system.

Public Relations - National television news

- Environmental-themed events sponsors
- Appear on Technology and Environment
Newspaper

Sales promotion - Referal program: 15% off your next product

if a current user refers a new purchase

V. SWOT ANALYSIS

Strengths Weaknesses

- Innovative technology and smart - Limited brand awareness

 features - Production and manufacturing
- Health-focused constraints
- Scalable business model - Limited financial funding
- Integration with health tracking apps - Potential technological challenges
- Regulatory compliance

Opportunities Threats

- Collaborations with health experts, - Fierce competition

nutritionists and doctors
- Expanision into new markets or
regions
- Diversification of product offerings
- Emergence of new advanced
technology
- Negative customer reviews and
experiences
- Sudden changes in consumer
spending habits due to inflation
- Intellectual property conflicts

VI. CONCLUSION

SmartSip is a technologically complex product, so it will take ongoing research and

development to stay up to date on the latest developments and ensure optimal performance.
SmartSip may need to think about addressing a number of issues, such as ensuring that the
water bottle and accompanying application integrate seamlessly, maintaining data security
and accuracy, and offering users dependable connectivity (Cite).

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