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THE FINANCIALTHE FINANCIAL MARKETING UNIVERSITYMARKETING PLAN FOR COCOCAFE –BETRIMEX COMPANYMEMBERSNguyễn Dương Huân – 1921005439 Phan Thùy Ngọc Thảo – 1921005667 Lê Nguyễn Minh Tân – 1921005652 Class: CLC_19DMAMajors: MARKETINGSpecialization: MARKETING MANAGEMENTInstructors: ThS. Dang Huynh PhuongH...

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THE FINANCIAL THE FINANCIAL MARKETING UNIVERSITY

MARKETING PLAN FOR COCOCAFE – BETRIMEX COMPANY

MEMBERS Nguyễn Dương Huân – 1921005439 Phan Thùy Ngọc Thảo – 1921005667 Lê Nguyễn Minh Tân – 1921005652 Class: CLC_19DMA04

Majors: MARKETING Specialization: MARKETING MANAGEMENT Instructors: ThS. Dang Huynh Phuong

Ho Chi Minh, 2021

THE FINANCIAL THE FINANCIAL MARKETING UNIVERSITY

MARKETING PLAN FOR COCOCAFEBETRIMEX COMPANY

Majors: MARKETING Specialization: MARKETING MANAGEMENT Instructors: ThS. Dang Huynh Phuong

MEMBERS Nguyễn Dương Huân – 1921005439 Phan Thùy Ngọc Thảo – 1921005667 Lê Nguyễn Minh Tân – 1921005652 Class: CLC_19DMA04

Ho Chi Minh, 2021

INSTRUCTOR'S COMMENT

PROJECT SCORING RESULTS

Score

Signature

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PLEDGE The authors commit that the topic "MARKETING PLAN FOR COCOCAFEBETRIMEX COMPANY" is conducted based on the efforts and efforts of each member. The data and research results contained in this report are true and are not intended to be reproduced or used by any similar research subject. If detecting duplicating research results of other topics, the authors will be entirely responsible. All information cited in the report has been clearly traced and permitted to be published.

HCM, 2021

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ACKNOWLEDGMENT After studying and doing research to complete this thesis, we would like to express our gratitude to Mr. Dang Huynh Phuong. He dedicatedly instructs, guided and helped us throughout the teaching process so that we have the knowledge and complete this research. The knowledge that we have learned from you is the expensive lessons and the foundation for us in the future. Moreover, the research helps us to get real experience when standing from the perspective of being a business to apply the knowledge learned in school into practice. Once again, we would like to thank you very much. Due to the limited knowledge and time, the research still has many shortcomings. We look forward to your comments to improve the research further.

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TABLE OF CONTENTS

Chapter 1. Market Overview ........................................................................... 1 1.1.

Executive summary .................................................................................................................1

1.2.

Company overview Betrimex ..................................................................................................1 Introduction ......................................................................................................................1 History establishment .......................................................................................................1 Business activities ............................................................................................................2 Vision - Mission - Core Values & Strategic objectives ...................................................2

1.3.

MACRO MARKET ANALYSIS ............................................................................................2 The political and legal environment. ................................................................................2 Economic environment ....................................................................................................3 Socio-cultural environment ..............................................................................................3 Technology environment..................................................................................................3 Natural environment .........................................................................................................3 Population environment ...................................................................................................3

1.4.

PORTER'S FIVE FORCES .....................................................................................................4 Buyer power .....................................................................................................................4 Supplier power .................................................................................................................4 Competition ......................................................................................................................4

Table 1-1 Identify the main competitors ..........................................................................................4 New Entrants ....................................................................................................................4 Threat of substitutes .........................................................................................................5 1.5.

SWOT OF NEW PRODUCTS................................................................................................5

1.6.

S-T-P .......................................................................................................................................5 Segmentation ....................................................................................................................5 Targeting ..........................................................................................................................6 Positioning........................................................................................................................6

1.7.

Market Research ......................................................................................................................7 Overview of the coffee market in Vietnam ......................................................................7 Market demand and trends ...............................................................................................7

Chapter 2. PRODUCT STRATEGY ............................................................... 8 2.1.

Objective..................................................................................................................................8 Marketing Objectives .......................................................................................................8 Financial Objective ..........................................................................................................8

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2.2.

Product.....................................................................................................................................8 Product Levels ..................................................................................................................8 Product Classifications .....................................................................................................8 Product Differentiation .....................................................................................................8

2.3.

Price .........................................................................................................................................9 Pricing target ....................................................................................................................9 Valuation method .............................................................................................................9 Estimate cost ....................................................................................................................9 Expected cost..................................................................................................................10 Select final price .............................................................................................................10

2.4.

PLACE ..................................................................................................................................11 The main purpose and channel structure ........................................................................11 Distribution channel strategy..........................................................................................11

2.5.

Promotion ..............................................................................................................................12 Advertising .....................................................................................................................12 Promotion .......................................................................................................................13 PR ...................................................................................................................................13

2.6.

Timeline.................................................................................................................................14

Chapter 3. CONCLUTION ............................................................................ 15

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LIST OF TABLE Table 1-1 Identify the main competitors .......................................................... 4 Table 1-2 SWOT analysis of new products (O and T) .................................... 5 Table 3-1 Estimate cost .................................................................................... 8 Table 3-2 Expected cost .................................................................................. 9 Table 3-3 The stages of distribution trategies ................................................ 10 Table 3-4 Public relations strategy ............................................................... 10

LIST OF IMAGE Image 1 Company logo ................................................................................... 1 Image 2 Design and product features .............................................................. 7

LIST OF IMAGE ADDENDUM Image 1 Cocoxim Coconut Water ................................................................... a Image 2 Coconut milk Cocoxim ...................................................................... b Image 3 NESCAFE ......................................................................................... b Image 4 BOSS Coffee ..................................................................................... b Image 5 Highlands Coffee ............................................................................... b

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Chapter 1. Market Overview 1.1.

Executive summary

Betrimex is the first and leading manufacturer of coconut products in Vietnam. With more than 1000 employees and owns two factories with 4 production lines. With branches in Singapore, USA and Ho Chi Minh City, Betrimex products are increasingly trusted by partners and present in over 40 countries. We are constantly exploring new ways of doing things and creative ideas that will delight consumers in Vietnam and around the world. And to achieve those goals, Betrimex continues to launch new products with coconut ingredients, and this time, coconut milk coffee. With a plan for 1 year since its launch, Betrimex aims to reach many sets of customers, expand the market with many marketing plans throughout 1 year. From Teasing to engaging and amplify.

1.2.

Company overview Betrimex Introduction

Ben Tre Import-Export Joint Stock Company, formerly known as Ben Tre Import Export Company, was established in 1976 and officially equitized in 2006 with the trading name Betrimex - brand in the field of processing and exporting coconut products. -

Main website: https://www.betrimex.com.vn/vi Head office: Lot K, Phong Nam Industrial Cluster - Cottage Industry, Phong Nam Commune, Giong Trom District, Ben Tre Province, Vietnam. Company name: Ben Tre Import and Export Joint Stock Corporation (Betrimex).

Image 1: Company logo

History establishment -

2015, inaugurated coconut water & coconut milk factory with Tetra Pak technology line. 07/2016, launched Cocoxim Coconut Water with 4 flavors choosing Dua Xiem Xanh – Dua Xiem Sen – Dua Xiem Tac – Dua Xiem Thom in Vietnam. 07/2018, launched Organic Virgin Coconut Water according to US & European standards in Vietnam. 07/2019, launched Cocoxim Fresh Coconut Milk.

1

Business activities -

Producing, processing and trading in coconut products, processed agricultural

-

products for export (bottled coconut water, bottled fresh milk, Isotonic drink ...) Export of agricultural products (coconut fruit, coco peat, virgin coconut oil)

-

Producing charcoal from desiccated coconut (activated carbon, live charcoal)

Vision - Mission - Core Values & Strategic objectives 1.2.4.1.

Vision, Mission

Vision: Become a company with internal resources and strongest position in the coconut industry in Vietnam, bringing useful values to the social community. Mission: Betrimex always cares and aims to bring consumers quality products that are beneficial to health, committed to applying new farming methods and modern, naturefriendly production systems to improve the ecosystem.

1.2.4.2.

Core Values

Core value: -

Integrity: Fairly, and clearly in accordance with the nature of truth

-

Responsibility: Working with sincerity, pursuit to the end result

-

Efficiency: Committed to delivering results with optimization, accuracy Team: Coordinate, and seek consensus to achieve common goals

-

Innovation: Encourage challenges, promote innovation.

1.2.4.3. -

Strategic objectives

Build on passion:

Becoming the top employer on our industry. We invite everyone to use their talent, passion and help each other to make great teams. This is how we build an working culture. -

Grow our business and more:

"Business is a mission not a right", Betrimex's vision is to become the best internal force and standing company in coconut industry of Vietnam. Concurrency, bring added value to farmers, partners, customers, employees, bring useful values to the social community.

1.3.

MACRO MARKET ANALYSIS The political and legal environment.

The political: The government has enacted a variety of measures to safeguard consumers from unfair trading practices. They promulgated the Law on the Protection of

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Consumer Interests, which has 50 articles, in accordance with National Assembly Resolution No. 51/2001/ QH10. The legal: A stable political environment provides an opportunity to enhance the market's scope, volume, and export potential. Vietnam's political system is relatively stable. It is not only a positive indicator for coffee output, but it also attracts coffee dealers as a reliable supplier of commodities.

Economic environment The drop in global coffee demand stemmed from the economic downturn coupled with a sharp drop in FMCG due to social distancing to contain the COVID-19 outbreak. In February 2021, domestic coffee prices increased sharply in line with global coffee prices and limited supply.

Socio-cultural environment In today's Vietnamese coffee culture, there is a shift in how coffee is consumed in terms of both taste and visuals. For example: Cans of coffee must be packaged in a handy and appealing manner.

Technology environment Science and technology advancements are also visible in the canned coffee industry: When roasting coffee, you can have more precise control over the flavor. Using Tetra Pak Group's world-leading production line (Sweden) and direct UHT sterilization technology. This is the latest technology, ensuring safety for consumers' health and can retain the most natural taste of coconut, meeting certifications such as FSSC 22000, BRC, FDA, HALAL, KOSHER,...

Natural environment The favorable climatic, geographical and soil conditions for the development of coffee have made coffee a unique flavor: The South has a hot and humid tropical climate, suitable for Robusta coffee. At Betrimex, the coconut material area is developed right in Ben Tre & only 11-12 months old coconuts reach the harvest quality.

Population environment Currently, Vietnam is a country with a large population, over 90 million people, a thriving economy, and increased income. Therefore, the number of new households will constantly increase, leading to a rapid increase in the demand for coffee.

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1.4.

PORTER'S FIVE FORCES Buyer power

Customers will buy this type of product in small quantities and are not price sensitive. However, the growth rate of consumer demand for canned instant coffee is increasing. Therefore, the customer strength of COCOCAFE is quite high.

Supplier power The power provided in this case is very weak. Because COCOCAFE can easily switch from one supplier to another. Currently, Betrimex is operating in the field of coconut production and trading. Therefore, this is considered an advantage of COCOCAFE because it is not dependent on external sources. In addition, the cost of switching COCOCAFE suppliers is not too high.

Competition Highlands and COCOCAFE have nearly the same audience and they have similar products and strategies. However, the degree of difference between the two brands is high. Highlands is already famous in the coffee market, so it becomes a direct competitor of COCOCAFE. Highland Coffee

BOSS Coffee

Coffee Nescafe - Nestlé

Positioning: Highlands Coffee Positioning: As one of

Positioning: NESCAFÉ

is still the most familiar name

instant coffee is one of

Japan's No. 1 best-selling

with the nearly 20-year history canned coffee brands, with of accompanying Vietnamese more than 26 years of

Nestlé's most popular products in Vietnam.

coffee culture, so the

experience, BOSS Coffee

NESCAFÉ is one of the

appearance of convenient canned coffee has become

distilled ingredients from 100% pure coffee beans,

top 5 instant coffee brands with the highest

popular, keeping the taste of

giving you a sober spirit.

level of awareness,

Vietnam

leading with 35%.

Price: 12.000VND /235ml

Price: 10.500VND /180ml

Price: 10.000VND

can.

can.

/180ml can.

Table 1-1 Identify the main competitors New Entrants Besides the main competitor above, COCOCAFE is facing competitors such as: BOSS Coffee, Nestlé Café, Trung Nguyen, Birdy…. These brands have been familiar to 4

consumers for a long time, cheap prices and familiar flavors. Therefore, potential barriers to entry are quite high.

Threat of substitutes The main substitute products of COCOCAFE are energy drinks, other flavored coffee. The number of COCOCAFE substitutes is very high. Low switching costs for customers. In addition, the replacement product quality is good. So, based on these factors, the threat from substitute products is very strong.

1.5.

SWOT OF NEW PRODUCTS S

W • • •

O •

•

Strong reputation, well-built brand Modern technology There is a chain of prestigious coconut products, production experience.

Global instant coffee market is forecast to grow 4.7% / year until 2023. This is a great opportunity for COCOCAFE in the future Vietnam has a long history of growing and processing coffee

•

•

T • •

According to the everchanging consumer trend and market share No experience in the scale...