THUONG MAI UNIVERSITY

FACULTY OF MARKETING
----------------

DISCUSSION
COURSE: PRINCIPLES OF MARKETING

TITLE:
“Analysing the current status of promotion policy that Equo is
currently implementing for that straws. Evaluating the suitability
of this promotion policy with target customers and current
market trends, thereby proposing some solutions to help the Equo
improve its competitiveness”

Teacher : Bui Lan Phuong

Group’s name : Group 5
Code module : 242-BMKT3231-02
Semester : 1st (2024-2025)

Hà Nội, tháng 9 năm 2024

 GROUP LIST

No Name of student Task Grading

number scale

1 Hoàng Hưu Tùng Anh

2 Nguyễn Diệu Băng

3 Nguyễn Thị Thùy Chinh

4 Phạm Hương Giang

5 Nguyễn Thị Tâm Thư

6 Đỗ Minh Phượng

7 Nguyễn Lương Huyền

Trang

8 Đỗ Thị Thu Trang

9 Nguyễn Tự Đức Vũ

2
 SOCIALIST REPUBLIC OF VIETNAM
Independence - Freedom – Happiness

MEETING MINUTES - GROUP: 5

Meeting 1
Time: from 09.00 pm to 10.30 pm (Friday 28/8/2024)
Place: Google meet
Participants:
1. Hoàng Hữu Tùng Anh - Member
2. Nguyễn Diệu Băng - Secretary
3. Nguyễn Thị Thùy Chinh - Member
4. Phạm Hương Giang - Member
5. Nguyễn Thị Tâm Thư - Member
6. Đỗ Minh Phương - Member
7. Nguyễn Lương Huyền Trang - Leader
8. Đỗ Thị Thu Trang - Member
9. Nguyễn Tự Đức Vũ - Member
Contents for discussion:
- Meet and exchange personal contact information.
- People share ideas about topic and choose product (Product : Equo’s straw)
- Make an Outline and devide the work
- Team leaders divide work based on Outline include 3 chapter
+ Tùng Anh, Huyền Trang: Chapter 1
+ Thùy Chinh, Tâm Thư, Minh Phượng: Chapter 2
+ Thu Trang, Đức Vũ: Chapter 3
+ Diệu Băng, Hương Giang: Make powerpoint
Conclusion:
- People in the group searching for content.
- Greet and end the discussion.

Leader (Signature and name) Minute-Taker (Signature and name)

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 SOCIALIST REPUBLIC OF VIETNAM
Independence - Freedom – Happiness

MEETING MINUTES - GROUP: 5

Meeting 2
Time: from 10.00 pm to 11.00 pm (Monday 15/9/2024)
Place: Google meet
Participants:
1. Hoàng Hữu Tùng Anh - Member
2. Nguyễn Diệu Băng - Secretary
3. Nguyễn Thị Thùy Chinh - Member
4. Phạm Hương Giang - Member
5. Nguyễn Thị Tâm Thư - Member
6. Đỗ Minh Phương - Member
7. Nguyễn Lương Huyền Trang - Leader
8. Đỗ Thị Thu Trang - Member
Absent members
9. Nguyễn Tự Đức Vũ - Member
Contents for discussion:
- Members summarize and discuss content
- The team leader commented on each content of the members. Content is okay and
content needs more editing
- The whole team searches for information to make a survey form
Conclusion:
- The whole team completes the survey questionnaire
- Members who have completed the content to be edited
- Greet and end the discussion.

Leader (Signature and name) Minute-Taker (Signature and name)

4
 SOCIALIST REPUBLIC OF VIETNAM
Independence - Freedom – Happiness

MEETING MINUTES - GROUP: 5

Meeting 3
Time: from 09.00 am to 10.30 am (Friday 10/10/2024)
Place: TMU’s Library
Participants:
1. Hoàng Hữu Tùng Anh - Member
2. Nguyễn Diệu Băng - Secretary
3. Nguyễn Thị Thùy Chinh - Member
4. Phạm Hương Giang - Member
5. Nguyễn Thị Tâm Thư - Member
6. Đỗ Minh Phương - Member
7. Nguyễn Lương Huyền Trang - Leader
8. Đỗ Thị Thu Trang - Member
9. Nguyễn Tự Đức Vũ - Member
Contents for discussion:
- Practice mock presentations.
- Members asked more questions for discussion
- Final PowerPoint Editing
Conclusion:
- Members prepare for the discussion

Leader (Signature and name) Minute-Taker (Signature and name)

5
Table of Content

s
[Link]..........................................................................................................................7
[Link]....................................................................................................................................8
Chapter 1: Introduction of Equo straws..........................................................................................8
[Link] of formation and development of Equo straws........................................................8
1.1.1. The formation process.....................................................................................................8
1.1.2. The meaning of the name................................................................................................8
1.2. Product introduction...............................................................................................................9
1.2.1. Product Types..................................................................................................................9
1.2.2. The selling price of each type of straw on the market................................................12
1.3. Competitors............................................................................................................................12
1.3.1. Eco Straws.......................................................................................................................13
1.3.2. Tonkin Art.......................................................................................................................13
[Link] producing plastic products..........................................................................13
[Link] customer..................................................................................................................14
[Link] market.....................................................................................................................14
Chapter 2: Assessment of the Current State of the Trade Promotion Tools of the EQUO
Brand.................................................................................................................................................15
2.1. Promotion policy of Equo.....................................................................................................15
2.1.1. Advertising......................................................................................................................15
2.1.2. Sales Promotion..............................................................................................................19
2.1.3. Public relations and publicity........................................................................................21
2.1.4. Direct sales......................................................................................................................24
2.2. Comments on the trade promotion tools currently being applied by the company........26
2.2.1. Suitability for the product and target customer segment...........................................26
2.2.2. Competitiveness..............................................................................................................28
Chapter 3: Some marketing solutions for businesses....................................................................29
3.1. SWOT.....................................................................................................................................29
3.1.1. Strengths..........................................................................................................................29
3.1.2. Weaknesses......................................................................................................................29
3.1.3. Opportunities..................................................................................................................29
3.1.4. Threats.............................................................................................................................29
3.2. Advertising Promotion Solutions.........................................................................................30
3.3. Sales Solutions........................................................................................................................30
3.3.1 For "Gifts" and "Promotions"......................................................................................30

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 3.3.2 For "Combos".................................................................................................................31
3.4. PR and Publicity Solutions...................................................................................................31
3.5. Direct Sales Solutions............................................................................................................31
3.6. Other solutions.......................................................................................................................32
3.6.1. Product solutions............................................................................................................32
3.6.2. Distribution Solutions....................................................................................................32
3.6.3. Pricing Solutions.............................................................................................................32

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 [Link]

As the world faces environmental challenges, using environmentally friendly

products is becoming increasingly important. The EQUO brand, with its
environmentally friendly straw products, has been contributing to reducing plastic
waste and protecting the planet. The topic of our group of 5 aims to research and
evaluate the effectiveness of current promotion strategies, and at the same time
provide solutions improve.

EQUO, a prominent brand in the field of environmentally friendly products, has

developed straws from many different materials such as coconut, rice, coconut,
coffee and sugarcane. These products not only help reduce plastic waste but also
bring new and exciting experiences to consumers. However, to maintain and expand
market share, EQUO needs to have effective promotional policies, consistent with
customer tastes and current market trends.

This topic will focus on analyzing the current status of the promotional policy that
EQUO is implementing for their environmentally friendly straw products. Thereby,
we will evaluate the suitability of this promotional policy for target customers,
economic efficiency, and ability to meet current market trends. From these analyzes
and assessments, the project will make improvement proposals to enhance EQUO's
competitiveness in the market.

Researching and evaluating promotion policies not only helps EQUO better
understand the effectiveness of current strategies but also opens up new, more
creative and effective directions in the future. Hopefully, through this topic, we will
have a more comprehensive and in-depth view of the role of promotion policies in
improving the competitiveness of businesses in Vietnam.

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 [Link]

Chapter 1: Introduction of Equo straws

[Link] of formation and development of Equo straws.
Unlike plastic straws that pose many dangers to both humans and the natural world,
EQUO is a brand that offers environmentally friendly straw products, committed to
using 100% natural materials that are highly biodegradable.
1.1.1. The formation process

The story begins when the company's director, Ms. Marina Trần-Vũ, a Canadian
entrepreneur of Vietnamese descent, was taken aback by the plastic pollution
situation in her homeland during a visit to Vietnam in 2019. She wants to take action
to protect the proud landmarks and scenic spots of her country, while also creating a
better future for her newborn grandson. And even more importantly, to show the
world that Vietnam can become a leading nation in sustainable development.
So she decided to leave her job at the company and embark on founding EQUO, a
brand that symbolizes her passion for environmental protection, admiration for the
beauty of Vietnamese culture, and the long-held passion for business that Marina has
always nurtured.
EQUO was initiated and launched by Marina Tran Vu in the markets of the United
States, Australia, and Canada on May 18, 2020, through the Kickstarter platform—a
well-known website in the startup community in the U.S. Immediately, just three
days after its launch, EQUO quickly completed 100% of its campaign and garnered
media attention with articles published in Business Insider, Yahoo Finance,
Benzinga, and more.

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1.1.2. The meaning of the name

EQUO with E stands for "ECO" (environmentally

friendly) and QUO from "STATUS QUO" (existing
conditions). Thus, the name EQUO somewhat reflects
the business direction of the founder, "the business
direction of environmentally friendly products with
the hope of replacing other products made from
plastic or paper" (quote from Ms. Marina Tran Vu).

1.2. Product introduction

Thus, according to the survey results, product quality is the decisive factor when
customers choose to buy and use EQUO straws, accounting for 70%.

1.2.1. Product Types

With its youthful and vibrant packaging design, along with a diverse range of
products, EQUO captures customers' attention. Currently, the brand has 4 types of
straw products including: rice, dry grass, coconut, and sugarcane.

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 a. Rice straws:
Made from rice flour, tapioca flour, and natural colors such as purple from butterfly
pea flowers, yellow from safflower, red from gac fruit, and green from butterfly pea
flowers. In particular, after use, the rice straw can be boiled and is completely edible.
- Advantages:
• If regular rice straws have uneven sizes, are quite rough, and curved, EQUO has
improved aesthetically compared to other similar products.
• EQUO offers more options in colors and sizes.
• It has a domestic usage time of up to 1 hour and 30 minutes (according to the
official website [Link]), which is longer than competing products that only last
about 30 to 40 minutes.
- Disadvantages:
• The price is quite high compared to the general market level.
b. Grass straw:
A straw made from grass is a type of straw made from bulrush - a plant belonging to
the sedge family, scientifically named Lepironia Articulata, which grows abundantly
in the Mekong Delta, in the southwestern part of our country. This type of grass has a
long, hollow stem and is considered one of the wonderful materials for making
handicraft products.
The plants, after being collected, will be sorted and trimmed to record the maximum
size. After that, the product will undergo sterilization and be packaged for market
release. Depending on usage needs, the straw made from grass will be produced in
various forms to provide the best experiences for consumers. Among them, in
addition to fresh sedge straws, dry sedge straws are currently the most commonly
used type of straw.
- Advantages:
• Protecting users' health: Using dry sedge straws instead of plastic straws will
eliminate 99% of the harmful effects from chemicals found in plastics, such as

11
microplastics, preservatives, colorants, and additives. In addition, using a straw made
of dry grass for hot beverages ensures safety while preserving the original flavor of
the drink.
• Friendly, environmentally protective: This is the most notable advantage of dry
grass straws. Because it is made entirely from natural materials, specifically from the
bulrush plant, the dry grass straw is capable of completely decomposing in the natural
environment. In particular, this automatic straw can be composted into organic
fertilizer beneficial for the soil and crops after being used, thereby reducing the
accumulation of plastic waste that disrupts the balance of the natural ecosystem.:
- Disadvantages:
• Straw made from dry grass does not have the diverse and eye-catching colors
like that of single-use plastic straws.
To extend the shelf life, the straw made of dried grass should be stored in the
refrigerator's cool compartment.
• Straw made from grass cannot be produced in large quantities because the raw
materials are still limited.
c. Coconut straws:
Made from fermented coconut water, this is a unique product with a manufacturing
technology found only in Vietnam. These straws have an off-white color, similar to
that of coconut flesh.
- Advantages:
• The EQUO coconut straw can completely decompose in the natural environment in
just 3 to 6 months.
• Made from 100% fermented coconut water, it not only reduces plastic waste every
day but is also safe for consumers' health.
With exclusive drying technology, EQUO coconut straws have excellent hardness
and flexibility, allowing them to be comfortably used with all types of beverages,
whether hot or cold, without the fear of becoming soft, disintegrating, or breaking.
• Although made from fermented coconut water, EQUO coconut straws do not have
an unpleasant smell that affects the original flavor of the drink.
d. Sugarcane straws:
Made from sugarcane residue and have a light sweet aroma. Sugarcane straws are
products available in various sizes, used for different purposes. The sugarcane straws
are light brown in color and can be reused for up to one day.
- Advantages:
• Thinner and lighter than other eco-friendly straws
• Does not become soft during use
- Natural wood color
- Various sizes, can be used for different purposes
- Disadvantages:
• The colors are not diverse.

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1.2.2. The selling price of each type of straw on the market.
EQUO is one of the well-known brands specializing in providing products made
entirely from natural ingredients. EQUO was born with the desire to change the habit
of using single-use plastic straws in order to reduce plastic waste and bring positive
impacts for both the natural environment and consumer health.

In Ho Chi Minh City, you can choose to purchase directly at EQUO's location in
Diamond Plaza, 4th floor, 34 Le Duan, District 1 or buy through the EQUO website.
However, for customers in Hanoi or the surrounding provinces, you can purchase
products online through e-commerce platforms such as EQUO Vietnam, Shopee,Tiki,
and Lazada.
On Shopee: straws are sold in only one size and in a box of 50 straws.
- Rice straw: 64,000
- Reed straw: 59,000
- Sugarcane straw: 59,000
- Coconut straw: 94,000
Are you a restaurant or café owner struggling to find sustainable solutions for your
business? Try to start your green journey with EQUO’s collection of natural suction
tubes! EQUO offers various bulk ordering options for straws to support and promote
F&B businesses in improving sustainability within the service ecosystem. The
wholesale price of the product will fluctuate between 560,000 and 1,100,000.
1.3. Competitors
Due to being "born late" when there are already many straw manufacturers on the
market, EQUO has many competitors

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1.3.1. Eco Straws
a. Business information
Eco Straws was established in 2019, under Post Printing & Telecomunication
Services JSC (PTP). PTP is a pioneer in the field of research and production of
environmentally friendly products in Vietnam.
b. Strengths
 As a business providing environmentally friendly products, the most prominent
is paper straws. Their products are all made from natural ingredients so they
are biodegradable and recyclable.
 Eco Straws products are produced in a modern, closed production line with a
full range of sizes, colors, and cultures to meet customer needs.
c. Weakness
 The business was newly established in July 2019 so it does not yet have a solid
foothold in the market. Furthermore, new companies often have less
experience and relationships, so the risk is often higher.
 Enterprises invest a lot in production with advanced technology and modern
machinery, high production costs lead to high prices.
 Most paper products are not durable, or can only be used once.
1.3.2. Tonkin Art
a. Business information
Tonkin Art was founded in 2010, starting as a company providing souvenir products.
However, in recent years, Tonkin Art has begun to expand production and sales of
other products, notably bamboo straws.
b. Strengths
 With many years of experience doing business in the market, Tonkin Art has a
lot of experience in production management and product promotion. When
they realized that consumers began to care more about health and
environmental issues, they immediately invested in the business of
environmentally friendly products.
 Tonkin Art's products are often very diverse in design, style and color
c. Weakness
 On the business side, Tonkin Art is known as a business specializing in
producing souvenirs. Therefore, when expanding their business to other
products, it is difficult for their new products to gain an advantage if they are
not truly superior. advantage compared to competitors
 Many Tonkin Art products are expensive and inconvenient because they are
difficult to clean and maintain.
[Link] producing plastic products
a. Business information
On the market today there are many businesses producing plastic utensils such as Dai
Dong Tien JSC (Joint Stock Company), Hiep Thanh Plastic Company, Duy Tan

14
Plastic Company, Khoi Nguyen Plastic JSC (Joint Stock Company), Da Nang JSC
(Plastic Joint Stock Company), Binh Thang Plastic Company,...
b. Strengths
 As for businesses, they are companies that have been established for many
years in the market, have a lot of experience in the market as well as
established many relationships with partners. The production of plastic
products is quite simple and easy with low production costs. Thanks to that,
the price of plastic products is relatively low, creating many competitive
opportunities for businesses.
 A large number of consumers still have the habit of using plastic utensils
due to their convenience and affordable price. They are not fully aware of
the long-term environmental impacts of plastic products.
c. Weakness
 When producing plastic products, there are many for-profit manufacturers
who, despite using recycled plastic, use non-food dyes to color them. In
addition, during the production process, they can be contaminated with other
heavy metals.
 Plastic straws are one of the factors that seriously affect the environment
because it takes up to 400 years for plastic straws to completely decompose.
Colorful straws thrown into the environment will cause animals to mistake it
for food, and if they eat it, they will be injured or die. It will require a huge
cost to completely resolve the problems caused by waste from plastic straws.
[Link] customer
EQUO Vietnam's customers include both individuals and large and small businesses
serving the beverage industry
For business customers , they often require partners to have products of uniform
quality, with impressive highlights, reasonable prices, and produced on time and as
required. The brand has been quite successful in attracting the attention of this target
group through the variety of product materials, eye-catching packaging design and
the unique uses of each material that makes up the product. Covering to suit each
need. In particular, when the green living movement and the "say no" movement to
plastic waste became popular, from small stores to large beverage brands paid more
attention to the environment and the choice of products. As friendly as EQUO,
businesses are increasingly paying attention
Besides corporate customers, EQUO also reaches out to smaller customers through e-
commerce sites such as Tiki, Lazada,... They are all pursuing a green lifestyle,
prioritizing the use of green products. Use environmentally friendly products and take
environmental awareness and responsibility seriously.
[Link] market
In the next 5 years, EQUO aims to promote environmentally friendly products to
consumers globally, expand international markets, and continue to affirm its position

15
as a premium and unique Vietnamese brand. especially, contributing to making
Vietnam a leading green product innovation center in the region
Sharing about her plans in the near future, Marina Tran-Vu affirmed that EQUO
plans to expand and focus on developing and exporting 3 - 5 million straws to the
markets of Canada, the US, Australia and Southeast Asia. At the same time, with
positive feedback from Europe, EQUO looks forward to expanding into this potential
market in the coming years. Besides, EQUO will continue to produce and serve the
domestic market.

Chapter 2: Assessment of the Current State of the Trade

Promotion Tools of the EQUO Brand
2.1. Promotion policy of Equo
2.1.1. Advertising
a. Online Advertising
 Website
EQUO has its own unique and attractive website that helps the brand stand out in the
straw industry. On its website, EQUO provides detailed information about its
products, online ordering methods, and updates on the latest events and news. The
user-friendly interface, combined with clear information, helps consumers better
understand the products and the sustainable values that EQUO offers. Sharp images
and vibrant colors contribute to a strong impression, emphasizing the brand's
commitment to the environment.
Advantages: The website creates a favorable environment for strengthening
connections with customers. It helps customers feel more confident in their
purchasing decisions. Furthermore, the appealing membership registration program
allows customers to receive special offers, providing motivation for shopping and
encouraging brand loyalty.
Disadvantages: The website currently only supports the English language, which
may create difficulties for users who are not familiar with English, leading to an
unsatisfactory shopping experience

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  Social Media Advertising
EQUO primarily utilizes social media platforms such as Facebook, Instagram,
Youtube and TikTok for advertising. The number of followers on EQUO's social
media accounts is quite substantial, with nearly 9,000 likes on its Facebook page and
7,000 followers on Instagram. The brand's straw products are showcased through
carefully curated imagery that prominently features their offerings. The posts are
highly creative, trending, and effectively combine product promotion with
meaningful environmental messages.
Advantages: This strategy enhances brand visibility and creates opportunities for
direct engagement with customers. Additionally, the social media pages are designed
to be visually striking and eye-catching, leaving a strong impression on the audience.
This not only captures attention but also increases competitiveness against other
brands, helping EQUO straws stand out in the industry.

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Disadvantages: However, the posts on TikTok and Youtube have not achieved
consistent engagement levels. Furthermore, the frequency of posts is limited, with the
most recent one dating back to June, which may cause the brand to miss opportunities
for connecting with its audience and creating a lasting impression.

 The Press
The press has become one of the primary advertising
channels that EQUO's leadership team has actively
leveraged and developed. EQUO has achieved significant
success in promoting its brand and products through both
domestic and international media. On its official website,
EQUO features a section dedicated to showcasing articles
and news related to its products. In addition to domestic
media outlets such as Kenh14, Tuổi Trẻ, and Thanh Niên,
EQUO's products have also been highlighted in
international publications like Forbes and Sustainable.
Most of these articles commend the company's creativity,
emphasizing that their products meet market demands and
offer a rich variety.
Advantages: This strategy significantly enhances brand credibility. Presence in
reputable publications like Forbes not only affirms product quality but also builds
strong trust with customers. This not only elevates the image of EQUO straws in the
industry but also expands the brand's reach, allowing it to connect with a diverse
audience, from domestic to international markets.
Disadvantages: However, the number of articles is relatively limited, and they have
not yet reached a broad audience. Engagement with these articles remains quite low,
and in some cases, there is almost none. This may diminish the effectiveness of brand
and product promotion while limiting the ability to spread messages to customers.
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  Television Advertising
EQUO garnered significant attention by appearing on VTV3 through the program
"Shark Tank Vietnam" in search of investment. The founder had the opportunity to
present the business and its products with the message: "We are EQUO, and we are
on a mission to create a world free of plastic. We believe that single-use plastics are
harming our planet and our health, and we are here to change that." During the
presentation, the entrepreneur showcased and sought funding for straws made from
rice and sugarcane. Although the business did not receive investment from the
Sharks, EQUO successfully captured the audience's attention, particularly among
international enterprises.

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Advantages: This exposure significantly enhances brand recognition by attracting
attention from a large audience. It creates opportunities to showcase products and the
business model, opening avenues for potential investment from interested investors,
which contributes to the company's growth.
Disadvantages: However, appearing on a reality television program places
considerable pressure on EQUO to meet public expectations. Audience attention not
only raises expectations for products and services but also subjects the brand to
community scrutiny. If EQUO fails to meet these expectations, it may face negative
repercussions from criticism, impacting its reputation and credibility in the market.
In its advertising methods, EQUO skillfully not only introduces its products but also
conveys messages about a green lifestyle and environmental friendliness to
consumers. According to survey results, 89% of participants believe that EQUO's
advertising messages are very clear and easy to understand

The evaluation level of EQUO's advertising message transmission.

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2.1.2. Sales Promotion
[Link]
EQUO offers appealing vouchers to attract customers through promotional programs
from both the brand and its partners.
Customer Promotions: EQUO implements
attractive promotional programs for
customers, including discount vouchers and
special pricing for purchases made directly
on its website. For instance, customers who
sign up as members receive an immediate
10% discount on their first purchase. This
not only encourages new customers to try
the products but alsa motivates them to
return for future shopping, strengthening
their loyalty to the brand.

Commercial Promotions: EQUO executes

commercial promotional programs in
collaboration with partners such as Shopee
and Lazada. These partners provide
engaging activities like customer subsidies
and free shipping, helping to reduce
shopping costs and enhance the customer
experience. This combination not only
expands market reach but also attracts new
customers while enhancing product competitiveness in the online environment.

Advantages:
 Encourages Shopping: Customers feel valued and supported by the business,
creating a strong motivation for them to make purchases. They not only
appreciate the cost savings but also sense that the business genuinely cares
about their needs. This feeling of being valued encourages purchases and
fosters loyalty, making customers more likely to return in the future.
 Increases Sales Volume: When customers feel supported through discount
vouchers and promotional programs, they are more inclined to make quicker
purchasing decisions. This increases the number of orders per transaction.
Furthermore, attractive offers can lead to customers purchasing more products
at once, thereby boosting revenue and expanding the market reach.
 Reaches Potential Customers: Promotional programs attract the attention of
those who have not yet experienced the products, encouraging them to explore
and try. Through this, EQUO has the opportunity to build long-term

21
 relationships with new customers, transforming them into loyal consumers in
the future.
Disadvantages:
 Reduced Profit Margins: Promotional programs can decrease profit margins
if the discounts are too significant, potentially affecting long-term profitability
if customers begin to expect frequent promotions.
 Dependence on Promotions: Customers may only purchase products when
there are offers available, leading to decreased sales during non-promotional
periods. This dependency can diminish the perceived value of the products in
the eyes of customers.
 Dilution of Brand Value: Frequent promotions may lead customers to view
the brand as inexpensive. This can negatively impact the brand's image,
reducing its appeal to premium customers.

[Link] options for combo packs and bulk purchases

EQUO has implemented an effective sales promotion strategy by offering combo
packs of straws to encourage customers to purchase in larger quantities. Introducing
these combo packages not only helps consumers save costs but also provides them
with the opportunity to experience a variety of products. The bulk purchase
incentives also reflect EQUO's flexibility and understanding of market demands,
particularly for cafes and restaurants.

Combo packs or bulk purchases help customers feel that they are receiving greater
value for a specific cost. When compared to buying individual products, customers
often perceive the overall value of the combo package as more attractive. The
feelings of "savings" and "benefits" associated with such offers tend to draw
customers in. For those who are unfamiliar with the products, combo packs provide

22
an excellent opportunity to try multiple items without the commitment of purchasing
a single product at a higher price.
[Link]
EQUO has implemented an appealing gift program for customers through activities
such as minigames and special occasions. When customers purchase a certain
quantity of products, they receive gifts such as water bottles, tote bags, pencils, and
other items. Notably, all gifts are eco-friendly products provided by the company.

This program not only encourages customers to engage and make more purchases but
also demonstrates EQUO's commitment to environmental protection. By offering
useful and eco-friendly products, EQUO enhances the perceived value for customers
while building a sustainable brand image, contributing to the promotion of
responsible consumption.
According to the survey data, nearly 80% of respondents believe that EQUO's
promotional sales influence their purchasing decisions.

Evaluate the impact of sales promotions on customers' purchasing decisions.

2.1.3. Public relations and publicity

 Forms of public relation ( PR ):

o Press conference
o Organize events
o Sponsorship
o Dealing with terror
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 o Community relations
o Customer relations
Up to 50% of plastic products are made for single use only and most of them
are thrown away in less than 20 minutes, but the consequences they leave on the
environment and every living creature on this planet are alarming.

EQUO wants to bring about positive changes by providing truly

environmentally friendly and health-safe alternatives to single-use plastics.

EQUO collaborates with businesses and organizations that share their

environmental goals to broaden their reach and introduce their product to a wider
audience. Specifically, EQUO has carried out charitable activities to spread
responsibility towards the community and emphasize deep educational values.

 Regarding charitable
activities: EQUO has
collaborated to organize a
meaningful campaign with
Sweatcoin, a mobile
application that allows users
to earn rewards based on the
number of steps they take
each day and use that money
to purchase products sold on
the app or donate to charity.
As a result, we reached 1.9
million users and raised a total of $500 to donate to the Dieu Giac
orphanage for a warm and prosperous Tet holiday.

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Regarding community responsibility and education: EQUO has proposed solutions to
minimize plastic waste by calling for participation in "Earth Month - Month of
Action" or suggesting methods for waste treatment and sorting. In addition, EQUO
also spreads love for the environment through International Clean-Up Day,...

In addition, EQUO has partnered with CGV cinemas to enhance its public
communication campaign. CGV is also collaborating with EQUO – a startup
specializing in developing environmentally friendly products – to provide sugarcane
straws at the cinema.

A series of famous Facebook users immediately shared their feelings after trying out
these straws made from sugarcane residue. Pham Hue, Ai Vo, Do Quyen, Doan Vo
Anh Kiet, Tai Pham, Tin Nguyen... - these young individuals with tens of thousands
to even hundreds of thousands of followers on social media, admired for their
dynamic and civilized lifestyle, are all excited to take photos with EQUO straws and
share their feelings after trying them out. Beside, EQUO’s Facebook page reported
that the EQUO straw is making its mark on the US crowdfunding platform
Kickstarter. Also some pictures. The SME 100 award is also endorsed by customers,
fostering trust among them.
Advantages:
 Awareness of products and brands: EQUO has built a reputable image for its
brand thanks to the green messages it has conveyed, leaving an impression of
its products on customers while also increasing the likelihood of its products
being recognized on a larger scale. Buyers can gain a better understanding of
the product, the benefits it offers, and how it meets the customers' needs for
straws.
 Meaning in product : EQUO helps to reduce the number of plastic straws
discharged into the environment. Raising user awareness about using green
straws to protect the environment. Moreover, this is also a marketing strategy

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 of JC Station while environmental friendliness is receiving more attention than
ever. The shop will increasingly attract customers who are truly interested in
living green and protecting the environment.
 Behavior change: The use of bio-based straws has contributed to changing
customers' consumption habits towards environmental protection
 Cooperation for mutual development: EQUO builds a wide cooperation
network helps partner promote its brand along with environmental protection,
but also helps EQUO straws become more widely known, increase coverage
and be experienced by more customers
Their PR strategy is designed to reinforce their image as a sustainable and responsible
choice, differentiating them from traditional plastic straw options.
Disadvantages:
 However, to date, the cooperation between EQUO and JC Station or CGV
cinema system is still limited in terms of public brand communication.
Specifically, EQUO has not yet covered the entire CGV cinema system
nationwide, and EQUO is only distributed at JC Station in a single location in
Ho Chi Minh City. This leads to customers having limited access to the
product.
 Public communication campaigns have not been widely disseminated and
have not been meticulously planned, leading to a waste of resources and not
achieving the desired effectiveness. EQUO needs to pay more attention to the
issue of conveying information to customers, widely spreading "green"
activities and charitable initiatives to everyone.
2.1.4. Direct sales

Direct sales is one of the effective forms of promotion in terms of the key task of
building a strong relationship between businesses and customers. To fully harness the
potential of offline sales, businesses need to clearly define their target customer
audience. This helps identify appropriate outreach strategies.

In this matter, EQUO has clearly defined its approach to reaching customers, which is
why EQUO sells its products through direct fairs such as Bam Bam Market, Thao
Dien Green Agricultural Market, or L’Usine Sustainable Market.
Weekend Market,...

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EQUO is directly selling its products at coffee shops in the southern region of
Vietnam such as The Running Bean & Cafe, The An Coffee, and Soul Specialty
Coffee.

Not only that, EQUO also has many promotional programs and gifts aimed at giving
customers the opportunity to access products, such as the 12/12 sale or buying any 4
boxes of EQUO straws (50 straws per box), which gives an immediate 20% discount
and a shopping voucher worth 200,000 VND at An Nam Market.
Next, we observe that direct selling emphasizes the ability for direct interaction
between employees and customers, which in turn gives sellers more opportunities to
understand customers, build long-lasting relationships, and achieve a higher
persuasion rate. In order to ensure effectiveness, direct sales at the store must adhere
to certain standards: employees need to be thoroughly prepared in every aspect, such
as information and product components. They must possess sufficient skills and
knowledge about the art of selling, including communication, presentation, and
addressing customer inquiries.
Advantages:
 A diverse and spacious sales location, with many promotions and gifts at
reasonable prices, combined with a positive message that meets customer
needs.
 Friendly sales staff, ready to answer customer inquiries and capable of
handling situations well.

Disadvantages:
 Currently, EQUO does not have an official retail store, but only a small booth
in shopping centers in the southern region of Vietnam. It has not yet
established a widespread presence nationwide, and the ability for its products
to reach foreign markets is still limited.
 EQUO focuses on online sales, so the promotional policies for direct sales are
not extensive.

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2.2. Evaluate currently trade promotion tools being applied by the
businesses
2.2.1. Suitability for the product and target customer segment
- Advantages
The promotional tools used by the Equo brand are relatively appropriate for the
product orientation, bringing positive effects to the business.
 Equo's policies emphasize environmental protection and sustainable lifestyle,
which have correctly approached the young customer group, especially Gen Z
and Millennials, as they tend to care about health and green living. This is a
group of consumers who are highly environmentally conscious and ready to
choose alternatives to plastic products. Equo has collaborated with several
businesses to help Equo reach more of its target customers. Through this
cooperation, not only are products introduced, but customers are also
encouraged to change consumer behavior, switching to using green straws
instead of plastic straws.

Promotion through social media platforms such as Facebook, Instagram, YouTube,

and TikTok has created interaction and attracted interest from this group, although it
does not account for a very high proportion.

According to the survey conducted by the group, the number of participants who
know about the Equo brand through social networks (Facebook, Zalo, YouTube...)
accounts for the highest proportion at 36.7%, followed by 26.5% who know about
these products through friends and family, and 24.5% from other sources.

 Additionally, Equo has done well in implementing sales promotion tools with
many promotional programs such as discounts for bulk purchases, free product
gifts with purchase, or short-term promotional campaigns that have created
motivation for customers to try the product and return to buy more.

Disadvantages:

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However, in the survey, up to 34% of respondents were unaware of the Equo brand,
and only 11.5% out of 54 surveyed people answered that they regularly purchase
Equo straw products. This indicates that Equo has not yet fully utilized its
promotional tools effectively:

The proportion of people who knew or heard about the Equo brand

 Regarding advertising: The product advertising for the domestic market has not
been widely developed, still facing issues in delivering product information to
Vietnamese consumers. For example, on YouTube, EQUO straws also own a
channel named "Equo International", but the channel still has few videos and
all are in English (without Vietnamese subtitles).
=> This limits the level of recognition and interaction with domestic consumers.
 Regarding direct marketing: EQUO straws have not really promoted sales on
e-commerce platforms. For example, when users follow EQUO straw's
account, they do not receive discount vouchers like other business shops.

 Regarding sales promotion: Equo's promotional policies may only impact a

group of market-interested customers, not strong enough to drive changes in
mass consumer habits. They are still not really interested in EQUO's
promotional programs, possibly because they don't have the need or the sales
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 promotion programs are not truly attractive, which is clearly shown in the
limited engagement on EQUO's discount/sale posts on Facebook/Instagram.
 Regarding direct sales: Currently, Equo does not operate a direct retail chain
(brick and mortar stores). This limits the ability to reach customers when they
need direct consultation from staff about the product. Additionally, in the
market, competitors with physical stores can take advantage of creating a direct
shopping experience for customers, thereby easily promoting purchasing
decisions. Meanwhile, Equo has to rely on online channels, which may reduce
competitiveness when customers still prefer direct experiences.

2.2.2. Competitiveness

The environmentally friendly image of Equo straws is a competitive advantage

against plastic straw competitors in a current "greening" market.

We can see that Equo straws meet the right demand when governments and
consumers are calling for alternatives to single-use plastics. Equo's advertising
campaigns capitalize on this sustainable consumption trend, making the product
easily accessible and increasing recognition.

However, the promotional tools that the company is using are not enough to replace
the economic values of plastic straws - the biggest competitor that Equo faces. Plastic
straws have been very familiar to Vietnamese people for many years and they still
have advantages:

* Easy to buy, low cost

* Do not leave odor or taste when used
* Easy to store
* Long shelf life

Therefore, Equo needs to find more creative trade promotion activities in using
promotional tools besides fully utilizing the "green" image to be able to compete with
other competitors, especially plastic straws.

Chapter 3: Some marketing solutions for businesses

3.1. SWOT
3.1.1. Strengths
Environmentally friendly product: EQUO Straws are made from natural,
biodegradable materials like grass, rice, coconut, and sugarcane, helping to reduce
plastic pollution.

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Diverse materials: The variety of straws made from different natural materials
(grass, rice, coffee, coconut) offers consumers a wide range of options to suit their
preferences.
Sustainability-focused brand: EQUO is built with the mission to address the issue
of single-use plastics, aligning with the green consumer trend.
Aesthetic design: The straws have unique, attractive designs, making them appealing
to consumers.
Versatility: Suitable for various settings, including restaurants, coffee shops, and
events.
3.1.2. Weaknesses
High production costs: The use of natural materials and the production process can
result in higher costs compared to traditional plastic straws, leading to a higher
product price.
Durability: Some natural-material straws may not be as durable as plastic straws,
especially when used with hot beverages or for prolonged periods.
Limited reach: While gaining popularity in urban areas or eco-conscious
communities, these straws may not be as widespread in rural or low-cost markets.
3.1.3. Opportunities
Growing sustainability trend: More consumers and businesses are shifting toward
environmentally friendly products, offering significant growth potential for EQUO.
Government support: Many countries have started implementing regulations
banning or reducing single-use plastics, opening up opportunities for alternative
products like EQUO Straws.
International market potential: The global demand for eco-friendly products is
rising, especially in developed countries with a strong focus on sustainability.
3.1.4. Threats
Increasing competition: Many other brands are also developing eco-friendly straw
alternatives, leading to intensified competition.
Consumer habit shift: The long-standing habit of using plastic straws may be hard
to change, requiring substantial efforts to influence consumer behavior.
Volatility in natural material costs: Fluctuations in the prices of natural raw
materials could affect product pricing.
The SWOT analysis for EQUO Straw highlights its strengths in sustainability and
alignment with modern consumer trends, but also acknowledges challenges such as
cost and consumer habits.

3.2. Advertising Promotion Solutions

-Website: Besides providing customers with basic information like an overview of
Equo's formation and development, product introductions, etc., Equo should add
support for English and other languages to optimize the shopping experience for
customers in various countries.

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- Social Media Advertising: In addition to advertising on Facebook and Instagram,
the Equo brand should expand to other social media platforms, posting frequently to
increase engagement and exposure on platforms popular with young audiences.
For TikTok: The company needs to increase its presence on TikTok, a rapidly
growing platform with a large user base. Currently, its presence is minimal, so we
suggest the company:
 Invest in paid services to boost followers and run TikTok Ads.
 Create creative video content that captures trends and collaborate with
influencers.
 Post videos regularly to increase the likelihood of appearing on trending pages.
For YouTube: The company already has a dedicated YouTube channel but should
add multilingual subtitles, not just English, to better engage local and international
customers. Additionally, the company should invest in content development, thematic
direction, and high-quality video production. Diverse content and language options
will attract more viewers and increase brand interaction and awareness.
- Press: The company should develop a detailed content plan, regularly publishing
articles to maintain interaction and increase reach. Articles can cover a range of
topics, from brand stories and featured products to industry news. Offering varied
content formats such as interviews, customer stories, case studies, or product usage
guides will help target diverse customer segments. To ensure the articles reach a
wider audience, the company can pay to run ads on media platforms, ensuring the
articles appear in prominent spots.
- Television Advertising: Although appearing on Shark Tank helped raise public
awareness, maintaining and expanding brand recognition will require long-term
strategies. The company should invest in TV advertising during prime time, placing
ads between popular shows and movies. Additionally, the company could collaborate
with streaming platforms like VieON, VTV Go, or other services to broaden its
reach.

3.3. Sales Solutions

3.3.1 For "Gifts" and "Promotions"
The business should create clear policies and diversify promotional forms, especially
through loyalty programs or point accumulation. This helps manage product quantity
and revenue while also encouraging customers to shop more. Additionally, the
company can encourage users to share promotions by launching a "Share to Earn"
program — customers can receive additional discounts (such as 5% off) when they
share EQUO products on social media and refer friends to buy the products.
The design of promotional programs needs to be appropriate, meaning clearly
identifying the target audience and setting reasonable discount levels to ensure
profitability. The company can apply different discount rates for various products to
optimize profit. Discounts should not be applied for too long or across too many
products at once. Instead, discounts should be adjusted based on sales reports, and
implemented during holidays to create a sense of urgency and encourage purchases.

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3.3.2 For "Combos"
The pricing for combos should be reasonable to increase profits while avoiding price
competition between the combo and individual product prices. This helps balance
production costs and revenue, optimizing profits.
Gift combos should not be used frequently to avoid reducing profit but should be
offered during special occasions or when introducing new products. This allows
customers to experience new products while saving time, achieving the company’s
goals. Group buying promotions or community-based discounts can stimulate
customers to buy products together with friends or family. For example, when buying
a combo of 3 product sets, customers can receive an additional 10% off on top of
other offers or receive the company’s newest product for free. This not only boosts
sales but also spreads the brand’s reputation within eco-conscious communities.
3.4. PR and Publicity Solutions
Media and Press Relations
+Equo needs to maintain good relationships with media outlets to ensure that
information about the company is published promptly, accurately, and attracts public
interest.
+Building on its success on Kickstarter, the company can create PR campaigns
around its international achievements by crafting articles, press releases, and social
media content, highlighting Equo's Kickstarter success story. This will help local
consumers feel proud and trust the product. Specifically, Equo should collaborate
with major news platforms like VNExpress, Tuổi Trẻ, or international news outlets to
tell the story of this sustainable journey.
Internal Communication:
+They should create an internal information page because an internal page can
showcase company culture and transparency in operations, building trust and
goodwill from the public. It is also an effective PR tool.
+ Equo can host team-building events, meetups, or anniversaries to strengthen bonds
among employees, creating pride in their work and motivating them to become
natural ambassadors for the company.
Social Responsibility:
Equo should foster charity fundraising campaigns for environmental protection
organizations, where a portion of the company’s revenue from products is contributed
to planet-friendly activities. This not only showcases the company’s social
responsibility but also promotes the brand effectively.
3.5. Direct Sales Solutions
Expand direct retail : We propose that the company expand direct retail across our
country so that buyers can easily access products and make purchases.
- They need to promote direct retail model through temporary stores to provide
customers with interactive experiences :
+Set up pop-up stores in shopping malls or at events so customers can directly buy
products and receive advice from staff.
+Every customer who visits a pop-up or mobile store can receive incentives such as
direct discounts or eco-friendly gifts, encouraging immediate purchases.
Training a Professional Sales Team: Focus on training sales staff in
communication, negotiation, and understanding customer psychology. This helps
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them better grasp customer needs and desires, allowing them to offer effective
product advice. It’s important to target specific customer groups based on industry,
needs, or location. This focus allows resources to be concentrated on those most
likely to buy. Additionally, building long-term relationships with customers through
direct support and consultation is key to fostering trust and loyalty.
3.6. Other solutions
3.6.1. Product solutions
Clearly, EQUO is gaining an advantage over other products by launching up to 4
different types of straws: rice straws, coconut straws, grass straws, and sugarcane
straws. Each type of straw brings a different flavor so consumers can have more
choices. Not only that, EQUO also creates a variety of straw sizes to suit each type of
drink and customer requirements.
Although there are many outstanding advantages, there are inevitably some
weaknesses that need to be overcome
+Natural products often have more or less unpleasant odors. Businesses should invest
in R&D to develop straws that are more durable and more resistant to humid or high-
temperature environments.
+Natural products often have more or less unpleasant odors, so the company can
improve this aspect while still ensuring the safety of the product
+In addition, the company can also increase product value through eye-catching
packaging design, focusing on promoting advantages over other products by
comparing with similar products towards the same goal. environmental protection
3.6.2. Distribution Solutions
The company sells directly to consumers through e-commerce platforms like
Facebook, Shopee, and Lazada, but lacks significant advertising, so many people are
unaware of it. Additionally, while the company distributes to supermarkets and
retailers in various provinces, its visibility is low, making it hard for people to find
EQUO straws.
One of the fastest ways to market is to build a strong distribution network.
+ Increase product visibility by getting EQUO straws into larger supermarkets and
convenience stores such as Vinmart, [Link], Big C, and Circle K. This makes it
easier for consumers to access the products while shopping.
+Increase the network of retailers across different provinces by seeking out and
collaborating with more local retailers. Offering discounts for bulk purchases can
encourage these retailers to stock the products.
3.6.3. Pricing Solutions
-Optimize Production Costs:
+EQUO can lower production costs by improving the supply chain for materials or
negotiating production prices with suppliers while maintaining quality.
+Streamline Production Processes to minimize waste in production ,which can help
reduce product costs while still maintaining high quality.
-Target Environmentally Conscious Customers:
EQUO should focus on marketing campaigns aimed at consumers willing to pay
more for eco-friendly products. This segment may be less price-sensitive and more
interested in the brand’s core values and mission.
-Emphasize Value Over Price:
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 Highlight quality and core values like EQUO straws are not just affordable products;
they also provide sustainable value and protect the environment. Instead of slashing
prices, the company should promote the unique quality of its products, such as
biodegradability, non-toxicity, and environmental friendliness compared to cheaper,
lower-quality options. This helps consumers see that they are investing in a product
with long-lasting value.

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