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UNIVERSITY OF ECONOMIC AND FINANCEFACULTY OF ECONOMICMARKETING PLANSUNHOUSE SLIMBIO RO WATER PURIFIERSubject: Marketing ManagementLecturer: Bardeleben PaulGroup: 4- Mozart1. Phạm Ngọc Linh Vi2. Nguyễn Thành Đạt3. Trần Thế Vỹ4. Nguyễn Ánh Ngọc5. Nguyễn Anh DuyTable of content 1. Company introduction ...

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UNIVERSITY OF ECONOMIC AND FINANCE FACULTY OF ECONOMIC

MARKETING PLAN SUNHOUSE SLIMBIO RO WATER PURIFIER

Subject: Marketing Management Lecturer: Bardeleben Paul Group: 4- Mozart 1. Phạm Ngọc Linh Vi 2. Nguyễn Thành Đạt 3. Trần Thế Vỹ 4. Nguyễn Ánh Ngọc 5. Nguyễn Anh Duy 1

Table of content 1.

Company introduction.............................................................................................. 4 1.1.

Introduction ........................................................................................................ 4

1.2.

History of Formatic & Development .................................................................. 4

1.3.

Vision .................................................................................................................. 4

1.4.

Mission ............................................................................................................... 5

1.5.

Core values ......................................................................................................... 5

2.

Executive Summary .................................................................................................. 5

3.

Situation Analysis ...................................................................................................... 6 3.1.

Market Analysis .................................................................................................. 6

3.1.1.

Market Growth ............................................................................................. 6

3.1.2.

Market Demand ........................................................................................... 6

3.1.3.

Market Trend ............................................................................................... 7

3.1.4.

Market Size .................................................................................................. 7

3.1.5.

Market Share ................................................................................................ 8

3.2.

PESTEL Analysis ............................................................................................... 8

3.2.1.

Political: ....................................................................................................... 8

3.2.2.

Economic ..................................................................................................... 9

3.2.3.

Social ......................................................................................................... 10

3.2.4.

Techology .................................................................................................. 10

3.2.5.

Environment ............................................................................................... 11

3.2.6.

Legal .......................................................................................................... 11

3.3.

Five Forces Analysis ........................................................................................ 12

3.3.1.

Bargaining power of Buyer ....................................................................... 12

3.3.2.

Degree of Rivalry ....................................................................................... 12

3.3.3.

Threat of New Entrants .............................................................................. 12

3.3.4.

Bargaining Power of Suppliers .................................................................. 12

3.3.5.

Threat of Substitutes. ................................................................................. 12

3.4.

SWOT ............................................................................................................... 13

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3.4.1.

Strength ...................................................................................................... 13

3.4.2.

Weakness: .................................................................................................. 13

3.4.3.

Opportunity ................................................................................................ 13

3.4.4.

Threats ....................................................................................................... 13

3.5.

4.

3.5.1.

Kangaroo .................................................................................................... 14

3.5.2.

Sunhouse .................................................................................................... 15

3.6.

Competition ...................................................................................................... 16

3.7.

Marketing Objective ......................................................................................... 16

Marketing Analysis ................................................................................................. 17 4.1.

Target Segmentation ......................................................................................... 17

4.1.1.

Demographic and Geographic ................................................................... 17

4.1.2.

Psychographic and Demand ...................................................................... 18

4.2.

Positioning ........................................................................................................ 18

4.3.

Product offering ................................................................................................ 20

4.3.1.

Design ........................................................................................................ 20

4.3.2.

Feature ....................................................................................................... 20

4.3.3.

Performance ............................................................................................... 21

4.3.4.

Upgrade ...................................................................................................... 21

4.4.

5.

Competitive Framework ................................................................................... 14

Marketing Mix – 4Ps ........................................................................................ 21

4.4.1.

4Ps- Product ............................................................................................... 21

4.4.2.

4Ps- Price ................................................................................................... 22

4.4.3.

4Ps-Place .................................................................................................... 23

4.4.4.

4Ps-Promotion ........................................................................................... 24

Financial Summary ................................................................................................. 27

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1. Company introduction 1.1. Introduction SUNHOUSE group Jsc, formerly known as Phu Thang Co., Ltd, was established on 22/5/2000. In 2004, SUNHOUSE took joint venture with SUNHOUSE Co., Ltd, Korea, established SUNHOUSE Vietnam Co., Ltd.

1.2.

History of Formatic & Development With 18 years of establishment and development, Sunhouse is proud to be the leading bird of the Vietnamese household industry - In 2000: Sunhouse group, formerly known as Phu Thang Co.,Ltd, was established on - In 2004: Sunhouse took joint venture with Sunhouse Korea Co., Ltd, established SUNHOUSE Vietnam Co., Ltd - In 2010: Sunhouse is officially named Sunhouse Group Joint Stock Company, investing in many diverse fields ( Household goods, home appliances, kitchen equipment, industrial electrical appliances. - In 2014: Expand the business area of civil electricity. - In 2018: Raise the vision. New face. Next step to success 1.3. Vision Being the leading brand in South East Asia in the home appliances field, Sunhouse always strives to provide safety health to consumers and to meet the needs of the majority of consumers in the region. Moving forward is a global brand.

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1.4. Mission Continuously research and apply advanced technology to help the majority of consumers have the opportunity to use high-end products with reasonable prices. 1.5. Core values - Creative: Sunhouse is constantly pursuing new ideas and challenging ourselves to create new opportunities. - Understanding: Always listening and caring for the needs and expectations of colleagues, customers, agent and shareholders. - Standard: Give the trust to the people with genuine words, express the words that go with the action and take responsibility for what you do.

2. Executive Summary - Constantly researching and applying modern science and technology to improve quality; bringing to the market products with eye-catching aesthetics - excellent quality and absolute safety for consumers' health. - Building an ecosystem of "Vietnamese happy kitchen", creating a value chain to complete a modern kitchen. Meeting all the needs of customers from home appliances, kitchen equipment... to clean ingredients, delicious cooking spices... - Meets drinking water standards directly according to QCVN06 1:2020/BYT,3 convenient water modes: Hot - Cold – RO, 360-degree block cooling technology - for cold water up to 6 degrees deep & for longer machine life than conventional chip technology water purifiers.

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3. Situation Analysis 3.1.

Market Analysis 3.1.1. Market Growth

The report "Vietnam water purifier market by technology, sales, forecast and competitive opportunities 2011 - 2021" of TechSci Research From 2016 to 2021 also gives a positive forecast of the growth rate of up to 12.4%. Obviously, in less than a decade, the water purifier market in Vietnam has witnessed a lot of changes, with the transformation of the old and the entry of new people. It can be said that this market has never been as quiet as it seems. 3.1.2. Market Demand The demand for clean water and the trend of equipping water purifiers with full hot and cold functions have also developed in recent years, helping to save time, be more convenient and safer for users. Besides, in the past time, the Covid 19 epidemic broke out, people improved their health protection, so water purifier products are also a top choice.

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3.1.3. Market Trend Currently, the market has more than 400 different brands of water purifiers, the brands are mainly from the US, Japan, Korea, Taiwan, Thailand, Malaysia, Vietnam or joint venture with Vietnam. Targeting the vibrant market in Vietnam. Not only diverse in models, types, origins, water purifier products on the market today have a large price difference from a few million to tens of millions of dong/product. 3.1.4. Market Size Houseware Electric Electrical Kitchen Kitchen Electrical Appliances Refrigeration equipment utensils Anodized pot set

Electric cooker

Non-stick pan

Electric Air filter pressure cooker

Stainless steel pot set

Fryer oil

Aluminum pot Pressure cooker

Stainless steel pot

Air conditional

Hood

Double Induction Cooker

without Household water purifier

Infrared Induction Cooker Kitchen infrared Air purifier Double infrared cooker Electromagnetic Air cooler - Positive gas stove Air stove conditioner fan Oven Freezer Negative gas stove

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Food storage boxes Domestic appliances

Led Downlight

Cleaning set

LED Bulb

Cooking utensil

LED Tube Lights

Led Mushroom Lights

Semicircular tube lights Ceiling Led Lights

3.1.5. Market Share

3.2.

PESTEL Analysis 3.2.1. Political: Vietnam is a socialist nation with a stable and interactive political climate and a growing legal framework that provides possibilities and circumstances for enterprises to plan production and operations. With a generally stable political climate, the legal system has strengthened, providing possibilities and circumstances for businesses to organize their production and operations. To protect the interests of consumers and the country of genuine manufacturing enterprises, the government has made provisions of the law on standards, technical regulations, the law on industrial property copyright, and regulations on packaging and labels for electronic and electrical household products. This is the basic as well as shaping for Sunhouse in building the image and brand of the product. SLIMBIO RO WATER PILTER products ensure technical standards as prescribed by law.

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3.2.2. Economic

Since 1986, Vietnam has consistently innovated, adopted economic and political strategies, and evolved into a low-middle-income nation that is no longer backward, rather than a poor country complaining. In recent years, there have been complex worldwide variations. Vietnam, on the other hand, has maintained a positive growth rate over the years, with a projected growth rate of 1.82 percent in 2020. (due to the negative impact from the COVID-19 epidemic). However, in comparison to other nations in the area, Vietnam's economy has been highly praised and steady in recent years, owing to its strong growth rate. Various nations have implemented social isolation measures, limited many activities, and forced many industrial companies to temporarily close as a result of the Covid-19 epidemic, all of which have had a significant impact on consumption. a significant reduction However, by implementing excellent illness preventive and response measures in response to Covid-19, Vietnam has been able to stave off a severe economic downturn. Vietnam's economy was severely impacted by the COVID-19 epidemic as a result of its deep economic integration, but it also demonstrated remarkable resilience.If Vietnam successfully stops the spread of the virus, the economy is expected to increase by 5.64 percent in 2021. At the same time, export-oriented manufacturing industries fared well, and domestic demand recovered quickly. During the pandemic, consumers began to be more-strict with consumables, careful selection, sure for a good product as well as a reasonable price, can achieve 9

satisfaction. SLIMBIO RO WATER PILTER products are not only an opportunity to prove to consumers about product quality and reasonable prices, but also a challenge to products during this time. 3.2.3. Social

The population of Viet Nam is around 98 million people, with an average age of 32.9 years and 37.34 percent of the population residing in urban areas, according to UN figures. As a result, Vietnam has a sizable share of the working-age population. The country's predominant religion is Buddhism, and its primary language is Vietnamese. Men have a 93-year life expectancy, while women have an 81-year life expectancy. The country's middle and upper classes are fast expanding, and their members have a tendency to travel more than in earlier decades. This is a great opportunity for SLIMBIO RO WATER PILTER products to get closer to customers. 3.2.4. Techology The world is using RO water purification technology, also known as reverse osmosis membrane (Reverse osmosis membrane) water purification technology, is the most effective water purification method available today. This technology uses an ultrathin filter, with the openings being microscopic pores of 0.001 micrometer size (only one thousandth of a human hair) that we have to use a microscope to see. this filter only allows molecules smaller than the filter pore size to pass through, so it can block 99.99% of pollutants in water such as heavy metals, bacteria viruses, pesticides, ... Only water molecules can pass through. Dirt, bacteria, heavy metals that do not pass through are taken out through the wastewater, that's why people often mention RO water purifiers with wastewater. RO technology gives you pure drinking water without having to reheat. 10

RO creates a wave of innovation by applying scientific, technical, and mechanical advances to life and production, thereby helping to improve people's lives more and more. As a product of Sunhouse, using advanced RO filtration technology combined with healthy mineral supplements, SUNHOUSE RO water purifier is the perfect solution, providing a source of clean water, rich in minerals, safe, convenient, suitable for direct drinking and for daily cooking at home. 3.2.5. Environment Vietnam is a sovereign and autonomous country with 54 ethnic groups. Despite their disparities in regional identity and culture, the brothers' most striking common ground remains patriotism, familial love, and national unity. When customers' attitudes and worries about origin are another component that substantially contributes to the growth of Vietnamese consumers, this is also a factor impacting their purchasing behavior. Domestic businesses prioritizing support for national products "made in Vietnam" have developed a significant resonance effect among the Vietnamese people, instilling national pride. The reality is that environmental contamination is growing increasingly severe across the world, prompting consumers to become more conscious of their own purchasing habits in order to help safeguard the environment. 3.2.6. Legal Since 2009, the Ministry of Science and Technology in Vietnam has added 13 categories of household electrical and electronic equipment to the list of goods at risk of unsafety (group 2) that must be controlled according to laws. QCVN 4:2009/BKHCN QCVN 4:2009/BKHCN QCVN 4:2009/BKHCN By 2012, the Ministry of Science and Technology will add 07 categories of electrical and electronic items to the list of Group 2 commodities that must be controlled for safety and electromagnetic compatibility, according to QCVN 9:2012/BKHCN. The standard for assessing safety for household electrical and electronic equipment is the IEC 60335 Household and similar electrical appliances – Safety set of standards. This set of standards has been uniformly applied worldwide, most countries have translated this set of standards into national standards. Vietnam has translated the IEC 60335 series of standards into the Vietnamese standard TCVN 5699.

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3.3. • • • • • • • • • • • • • •

• • •

• • •

Five Forces Analysis 3.3.1. Bargaining power of Buyer Customers are individuals and households. External factors, from friends, relatives, family, affect the decision of customers. Customers' needs: Product size, luxurious and eye-catching design, full of utilities, saving and optimizing electricity. Price comparison between different brands, same segment. Safe to use. Repart cost 3.3.2. Degree of Rivalry Big brands are available in the market such as Kangaroo, Aqua, etc. Reasonable price, same segment, similar items. Customers are loyal to other brands. Product import priority 3.3.3. Threat of New Entrants A large sum of money is required. Brand building is very difficult, because in the market there are already famous brands in the field. Small businesses find it diff...