THE FINANCIAL

UNIVERSITY OF FINANCE - MARKETING

Branch: Marketing
Major: International Marketing
Group members: Lưu Thị Phương
Mai Thành Lực
Đoàn Trần Phú Khang
Nguyễn Đặng Bạch Linh
Class: CLC_19DMA04

MARKETING PLAN FOR

EXPORTING VINAMILK’S COCOFRESH
COCONUT WATER TO THE US MARKET

HCM CITY, 2021

 Table of Content
List of abbreviations..........................................................................................iii
List of Tables.......................................................................................................iv
List of Figures.....................................................................................................iv
1. Executive Summary.............................................................................................1
2. Situation Analysis................................................................................................1
2.1 Product introduction.....................................................................................1
2.2 Ability to provide...........................................................................................2
2.3 Canned coconut water market overview......................................................2
2.4 Target market selection.................................................................................3
3. Analysis of the Internal Environment................................................................3
3.1 Vision, mission and goals of the company....................................................3
3.2 Company culture...........................................................................................4
3.3 Company resources.......................................................................................4
3.4 Manufacturing Process.................................................................................5
3.5 Research and Development...........................................................................5
4. Analysis of the External Environment...............................................................6
4.1 Microenvironment.........................................................................................6
4.1.1 Customers................................................................................................6
4.1.2 Supplier...................................................................................................6
4.1.3 Marketing intermediaries......................................................................7
4.1.4 Competitors.............................................................................................7
4.2 Macro Environment......................................................................................8
4.2.1 Natural environment..............................................................................8
4.2.2 Technology environment........................................................................8
4.2.3 Social & Cultural Environment.............................................................9
4.2.4 Economic environment...........................................................................9
4.2.5 Political and legal environment...........................................................10
4.3 Barrier to entry US market.........................................................................10
4.4 SWOT Analysis............................................................................................11
5. Target Market Description...............................................................................11
5.1 Segmentation................................................................................................11

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 5.2 Targeting:.....................................................................................................14
5.3 Positioning....................................................................................................14
6. Market Entry.....................................................................................................15
7. International Marketing Goals and Objectives...............................................15
7.1 Marketing goals...........................................................................................15
7.2 Marketing Objectives..................................................................................15
7.3 Marketing Mix.............................................................................................16
8. Marketing Program...........................................................................................32
9. Evaluation, Measurement, Control..................................................................37
9.1 Evaluation....................................................................................................37
9.2 Measurement................................................................................................38
9.3 Control..........................................................................................................39
9.4 Risk for entrying US market.......................................................................40
List of Reference......................................................................................................a
Appendix.................................................................................................................. b

ii
 List of abbreviations
Abbreviation Mean
CSAT Customer Satisfaction Score
CES Customer Effort Score
CAGR Compounded Annual Growth Rate
ISO International Organization for Standardization
ERM Enterprise Resource Planning
NPS Net Promoter Score
ROS Return On Sales
ROA Return on Assets
ROI Return on Investment

iii
 List of Tables

Table 4.3: Swot Analysis.............................................................................10

Table 6.1: Market Segmentation of CocoFresh products.....................................11

Table 7.1: Stages of Advertising.........................................................................24

Table 7.2: Online Newspaper Advertising..........................................................27

Table 7.3: Facebook Advertising.........................................................................27

Table 7.4. Instagram Advertising........................................................................28

Table 7.5: Holiday Sale.......................................................................................29

Table 7.6: The sale offline day............................................................................29

Table 9.1: Action Plan.........................................................................................31

List of Figures

Figure 6.1: Positioning Map................................................................................14

Figure 7.1: Product line and product mix of CocoFresh.....................................17

Figure 7.2: The relationship between price and demand for coconut water in the
US market ........................................................................................................19

Figure 7.3: Distribution channel structure of CocoFresh ...................................21

Figure 7.4: Rate of the most-watched channels 2020 in USA.............................25

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1. Executive Summary

CocoFresh is a canned coconut water product of Vinamilk company

launched in 2019. Realizing the great potential of canned coconut water in the US
market. Thoroughly analyzed the internal and external business environment and
scrutinized the entire industry. Along with the advantage of being a large and
reputable company in Vietnam, possessing modern production machines, and
having extensive experience in the beverage industry. The US is the market targeted
by Vinamilk with the largest consumption of canned coconut water in the world and
has many advantages for exporting CocoFresh coconut water, Vinamilk has decided
to choose the US as the target market.

The first five-year plan to penetrate the US market is divided into two main
phases: the first two years and the next three years to target the three states with the
largest number of Asians living in the US, California, Texas, and Florida.

With the goal of increasing brand awareness, capturing market share,

increasing revenue as well as building strong relationships with customers, making
them stick and loyal to the company, the most appropriate marketing strategies will
are selected, and these strategies will be managed effectively and continuously
monitoring external threats and opportunities and adjusting to different stages of
development.

2. Situation Analysis
2.1 Product introduction

Vinamilk is the largest and most prestigious dairy joint-stock company in Vietnam
market. Vinamilk offers many different products: liquid milk, yogurt, soft drinks...
In which CocoFresh is a product in Vinamilk's Vfresh beverage category.
CocoFresh, even though it was just launched in 2019, has gained a certain foothold
in the canned coconut water market in Vietnam, loved by many for its fresh and
nutritious taste that provides many good minerals for the body. In the future, Coco

1
Fresh has a lot of potential to develop in the domestic market as well as expand to
the international market.

2.2 Ability to provide

 Raw material source

Vietnam is the sixth largest coconut grower in the world, with more than 1.3 million
tons of coconuts produced each year. According to the Department of Crop
Production, the area of coconut cultivation in Vietnam is about 175,000 hectares, of
which, Ben Tre is the province that accounts for nearly half of the total coconut area
in the country, with an expected annual coconut harvest of more than 520 million
fruits. according to statistics of the Ben Tre Coconut Association).

 Infrastructure resources

Vinamilk has invested more than 6,500 billion VND from its own capital to invest
in building many factories with high automation level on par with the region and the
world. Vinamilk's factory is equipped with modern production lines and leading
advanced production technology today, the factory operates on an automatic, closed
line, from input to output. product.

 Export experience

With more than 20 years of bringing Vietnamese dairy products to the world.
Currently, Vinamilk has exported its products to 43 countries around the world.
With products that meet international standards, understanding the market,
consumers and prestige are the factors that bring Vinamilk to success in the
international market.

=> Stable supply, along with modern super factories and experience in the
international market, Vinamilk's CocoFresh products are fully capable of supplying
as well as exporting to the most demanding markets today.

2.3 Canned coconut water market overview

The global packaged coconut water market is valued at $2.68 billion and CAGR is
24.2% during the forecast period 2020-2027. Americas dominates the market at a
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CAGR of 23.9% during the forecast period. The global coconut water market size
will reach 14.10 billion USD by 2027.

Increasing health and nutrition awareness is increasing the demand for packaged
coconut water over the years. According to Statista's report, global consumption of
coconut water has reached 3.9 billion liters in 2019 and will grow at a rate of 25.4%
until 2020. The US, Canada, and Japan are the markets. largest consumer of canned
coconut water in the world.

2.4 Target market selection

The United States is the country with the largest economy in the world with a gross
domestic product of over 14 trillion USD/year, also one of the richest economies in
the world with an average income of over $47,000/person. /year. At the same time,
the US maintains free trade relations with many countries around the world and
trade turnover reaches 5 trillion USD.

With 310 million people and an average household income of more than 50,000
USD/year, the United States is a market that is considered to be the starting place of
consumer trends such as the consumer industry, fashion, technology, etc. In
addition, the US is the world's largest coconut water consumption market with the
consumption of 500 million liters of coconut water in 2020. Therefore, this is a
potential market that CocoFresh will penetrate.

3. Analysis of the Internal Environment

3.1 Vision, mission and goals of the company

- Vision: To become the leading symbol of belief in Vietnam about nutrition and
health products serving human life.

- Mission: Vinamilk is committed to providing the community with top quality and
high-quality nutrition with its own respect, love, and high responsibility for human
life and society.

- Target:

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 + Leading in innovation with high applicability.

+ Consolidate the leading position in the dairy industry in Vietnam.

+ To be the most value-creating dairy company in Southeast Asia

3.2 Company culture

Another unique cultural element in Vinamilk's corporate structure is a strong

culture that promotes mutual development from security guards, receptionists to the
management team.

3.3 Company resources

 Financial strength:

+ Total capital 12,280,491,757,680 VND

+ The total capital of the company according to the reviewed consolidated

financial statements in 2019 is more than VND 44,690 billion; in which equity is
more than 29,731 billion dongs. In the second quarter of 2020, the company's
consolidated net revenue reached VND 15,495 billion, up 9.5% compared to the
first quarter of 2020 and up 6.1% over the same period in 2019.

 Material resources:

+ Up to now, Vinamilk has built 8 factories, 1 factory, and is building 3 new

factories.

+ Danish production lines with advanced technology from Europe, UHT, and
ACP sterilization systems are capable of providing the market with an output of
coconut milk up to more than 10 million liters per year.

+ Equipped with a sales system of refrigerators and freezers.

+ International standard production line provided by Tetra Pak

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 + Owning a system of machines using spray drying technology made by Niro
of Denmark

+ The Wamas warehouse management system integrated with the ERP

management system and the automation solution Tetra Plant Master brings a
seamless flow in the operation of the factory with activities from production
planning, material input to the finished product warehouse of the whole company.

 Human

+ The company has a team of enthusiastic and experienced key staff in the
industry.

+ In addition, the company has a strong middle management team equipped

with good skills and knowledge to contribute to the development of the company.

+ Having an experienced sales and marketing team, quickly grasping tastes

and consumer trends well.

+ Vinamilk also has a research and development team that always researches,
researches and develops new products to meet market needs.

+ More than 1787 sales staff

3.4 Manufacturing Process

The company applies a strictly controlled production process to ensure

product quality and control costs in all stages of production. Strictly manage and
improve product quality, practice thrift in all stages of the production process,
especially raw materials - explosive fuels, protect the safety of production facilities
and assets. produce.

3.5 Research and Development

Vinamilk continues to research and develop many new products with the aim
of improving, expanding, and diversifying the product portfolio on the basis of

5
suiting the tastes and needs of consumers; at the same time brings consumers a rich
and convenient experience.

Continue to penetrate new export markets with the strategy of transforming

the traditional commodity export model into forms of deep cooperation with
distribution partners in new key markets.

4. Analysis of the External Environment

4.1 Microenvironment

4.1.1 Customers

Including Retail customers (individual customers), distributors

(supermarkets, agents). The pressure of customers and distributors on businesses is
that customers can compare products of the same type, thereby creating price
pressure on manufacturers; The number of buyers directly affects the revenue,...
Between the pressure on price and the pressure on quality, CocoFresh has limited
this pressure from customers with reasonable pricing of the lines. their products and
give accurate information.

4.1.2 Supplier

 Machine and equipment

The entire system of modern machinery and equipment is imported from

Sweden, EU countries - G7 and is strictly controlled according to the quality
management system according to ISO international standards certified by the
world's leading companies. . At the same time, all Vinamilk's products ensure full
disclosure in accordance with the law and always have direct and indirect
supervision of the authorities.

 Materials

Vinamilk's raw materials have continuously increased rapidly over the years.
To serve this demand, on the one hand, the company has actively invested in
6
industrial-scale farms, on the other hand, has continuously increased the purchasing
and development of raw materials of coconut and fresh milk from households.
Vinamilk strengthens the localization of raw materials for its products.

4.1.3 Marketing intermediaries

 Distribution intermediaries

A well-developed distribution network (supermarkets, convenience stores,

traditional agents) and extensive sales are essential factors for success in operations
and for Vinamilk to gain market share. A large number of customers and ensure the
launch of new products and effective marketing strategies across the country.

 Financial intermediaries

Supported by the Ministry of Finance and the Bank.

 Support intermediaries

The warehouse system has many warehouses with two warehouses: Ho Chi Minh
City Logistics Enterprise and Hanoi Logistics Enterprise. Invest in more than 300
small trucks for distributors. Having a system of refrigerated trucks to transport
coconuts is a competitive advantage compared to competitors.

 Production intermediaries

Provide packaging by Perstima VietNam Co., Ltd., Tetra Pak, Asia Company, and
other suppliers of sugar, flavorings, and accessories.

 Intermediaries provide marketing services

Advertising agencies play a very important role in promoting the company's brand.
When the relationship with these companies is not good, it will be detrimental to
Vinamilk in promoting products to consumers.

4.1.4 Competitors

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  Direct competitor

CocoFresh is currently facing competition from other brands in the US such

as CoCoXim, All Market Inc., Amy & Brian Naturals, C2O Pure Coconut Water
LLC, Harmless Harvest Inc., iTi Tropicals Inc., Keurig Dr. Pepper Inc., MOJO
Organics Inc., PepsiCo Inc., Taste Nirvana International Inc.,

 Indirect competitors

Products from coconut water are subject to many threats from substitute
products such as pure pressed fruit, detox water,...

Companies specializing in the production of alternative products such as

Fresh Young pure fruit juice, Frufarm... but the potential is not strong enough, not
enough to compete with coconut water product.

4.2 Macro Environment

4.2.1 Natural environment

 Geographical location

The United States of America has an area of 98 million square kilometers,

including 50 states, making it the third-largest country in the world by area. This
proves one thing that if a product is developed in the US, it is equivalent to
developing that product in many countries and saves a lot of costs.

 Climate

In general, much of the north and east has a temperate continental climate,
with warm summers and cold winters. Much of the south has a humid subtropical
climate – with mild winters and long, hot, and humid summers.

4.2.2 Technology environment

8
 The United States is a country with advanced technology, so it is easy to
check the quality of all products quickly and accurately, so Vietnamese exporters
need to be very careful not to be suspended from importing and not being
"distrustful" to customers.

4.2.3 Social & Cultural Environment

 Lifestyle and Social Class

The United States is a multicultural country, home to many diverse ethnic

groups, traditions, and values. More recent immigration from Asia and especially
from Latin America has had a lot of influence on the culture of using coconut
products in the United States.

 Population size and growth rate

Population: 332,611,556 people, accounting for 4.23% of the world's

population. Of which, about 22 million people of Asian-Pacific descent are living in
the United States (According to the latest United Nations data as of May 4, 2021).
The population density in the US is 36 people/km2. Because the US has the third-
largest population in the world, it creates a huge demand, creating favorable
conditions for Vinamilk when it wants to export CocoFresh products to the above
market.

4.2.4 Economic environment

The United States has the largest economy in the world, is the largest
importer, and is also the second-largest exporter. In the estimate of Gross Domestic
Product (GDP) in the third quarter of 2020, the US Department of Commerce said
that the GDP of the country had a growth rate of 33.4. Consumer spending, which
accounts for more than two-thirds of US economic activity. The United States
accounts for 24.8% of the world's GDP. The average income is high, so spending on
consumer products is high. In addition, the developed economy and advanced

9
scientific and technological applications have created many great opportunities for
the expansion of international business methods in the US with other countries.

4.2.5 Political and legal environment

 Laws and regulations

The United States is a federal republic consisting of 50 states. In addition to

the federal legal system, each state has its own legal system that must not
contravene the federal Constitution. And there are special cases where federal law,
state law, or possibly both may apply. Import and export activities are regulated
directly and primarily by the federal legal system. There are several state laws that
also have an indirect effect on import and export activities. In addition to the study
of the laws, the study of court decisions is also an integral part of a complete
understanding of US law on a given issue.

4.3 Barrier to entry US market

 High import taxes imposed in US

 Competition with global suppliers is a key challenge for Vietnamese

companies operating in US;

 A country with a lot of strict prohibition laws;

 US is a strict nation with industries related to environmental protection;

 High required standards of imported goods.

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4.4 SWOT Analysis

Table 4.3: SWOT analysis

Strength Weakness
- Strong brand with a long history - Not active in the source of raw materials
- High product quality and variety - Some customer care services are not
effective
- Wide distribution network (64
provinces) - The product has not enough potential
compared to competitors
- Invest in modern and high-quality
equipment and technology
- Supply of high-quality raw
materials
- Financial strength
- Experience in exporting to many
countries including the US
Opportunity Threat
- The trend of healthy living, the use - High number of competitors
of natural products has increased
- High input cost
- Large Vietnamese community in
- The impact of the world economic crisis
the US
- The mechanisms, policies, and
- Vietnam joins international trade
administrative procedures are
associations leading to an easier
cumbersome and complicated
export market
- The economy is highly open

=> After analyzing internal and external factors, market characteristics show that
Vinamilk has enough resources to export CocoFresh to the US market.

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5. Target Market Description
5.1 Segmentation

Table 6.1: Market Segmentation of CocoFresh products

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

Age Under 11 11-18 19-22 23-30 Above 30

Male/Female/ Male/Female/ Male/Female/ Male/Female/ Male/Female/

Demographic

Sex
LGBT LGBT LGBT LGBT LGBT

Dependent on Low or no Low-medium Medium/ Medium/

Income a parent or income
guardian High High

None or Students Student/ Office Office

students workers, workers,
Demographic

Job part-time public public

job… servants, servants,
freelancers,… freelancers,…

No/kindergart Middle College,… College/Univ College/Univ

Educati
en/elementary School/High ersity/Gradua ersity/Gradua
on
1 School… te… te…

12
 Dynamic, Dynamic, Dynamic, The office,
Modern, full Modern, full Modern, full bustling with
of energy of energy of energy work, often Dedicated to
ready to try ready to try ready to try lives in a work, modern
new things. new things. new things. hurry, work and precise /
Little care Little care Care more duties, and
about the about the about health new Spend more
Psychology

Style of health health tend to use relationships. time with

life healthy Take care of family. Use
products your health healthy
and use products
healthy more.
products
more

Carbonated Like to use Like to use Use products Like to use

soft drinks. sweet sweet that support, healthy
cakes, use products and products, but but tend to products,
Attitude sweets fast food . started to care care about which are
about health good for
healthier health.
products

Supplement Supplement Supplement Supplement Supplement

nutrition, nutrition, nutrition, nutrition, nutrition,
energy, energy, energy, energy, energy,
Engine refreshment refreshment refreshment, refreshment, refreshment,
beauty, food beauty, food beauty, food
processing processing processing

Convenience Convenience Convenience Convenience Convenience

stores, stores, store, store, store,
Where
supermarkets supermarkets, supermarket, supermarket, supermarket,
to buy
near home, e- e- e- e-
schools, … commerce… commerce.... commerce.... commerce...
Behavior

Occasio Mainly buy in Mainly buy Mainly buy in Mainly buy Mainly buy in
ns summer in summer summer in summer summer
B

Loyalty Low - Low - Medium High High

level Medium Medium

Referen Relatives, Relatives, Parents, Relatives, Relatives,

ce friends friends, friends, friends, friends,

13
 group celebrities celebrities celebrities colleagues

Price High High Medium Low - Low -

sensitiv Medium Medium
e

Frequen
cy of Light Light Medium Heavy Heavy
buying

5.2 Targeting:
Cocofresh specifically targets people over 19 years old. Because:
 Demographics: Have a suitable financial income - medium to high
 Psychology: They are health-conscious, preferring to use natural products
than other segments.
 Behavior: This segment has high purchasing power. The loyalty is medium -
high. They are people looking for great, fresh and healthy fruit drinks. Price
sensitivity is not high.
Therefore, CoCoFresh has chosen this segment. The purpose of CocoFresh is
reponse those specific needs of these specific customer groups.
5.3 Positioning

Figure 6.1: Positioning Map

14
 CocoFresh will position itself as a quality but cheap coconut water product
suitable for a large number of consumers. CocoFresh is made from the freshest
ingredients with rich vitamins, minerals, and nutrients. We are committed to
maintaining quality and cost from the beginning to the end of the production
process so that we can provide the freshest coconut water at a cheap price to our
target customers.

6. Market Entry
Vinamilk implements a direct export method. This is a method of market
penetration that is often used by developing countries in the world, to bring their
products to penetrate the world market through direct export.

         Penetrating foreign markets in the form of direct exports helped Vinamilk

increase sales, acquire experience in international business, less risk, not costly
should be easy to apply in the first stage of entering the international market.
Moreover, Vinamilk has a management office in California, the USA before.
Therefore, the risks of exporting will be greatly reduced.

7. International Marketing Goals and Objectives

7.1 Marketing goals

Developing market share in the US in the first 5 years are 3 states of California,
Texas, and Florida.

Drive revenue, achieve high profit.

Increase brand awareness with customers.

Increase customer satisfaction.

Build strong relationships with customers.

7.2 Marketing Objectives

 Market Share Objectives:

The first 2 years: accounted for 2% market share of canned coconut water
consumers. Next 3 years: Increase market share by 4%.

 Revenue Objectives:

15
In California: $3,559,200 in revenue

In Texas: $2,601,000 in revenue

In Florida: revenue of 2,990,000 USD

 Promotional Objectives

Stage 1: To increase 20% awareness of the product on the market.

Stage 2: increase brand awareness by 30%

 Loyalty Objectives:

40% increase in customer loyalty in 5 years

 Objectives for Survival

To survive the current market war between competitors

7.3 Marketing Mix

7.3.1 Product Strategy

Type of product: Nondurable goods

Classification product:  Convenience goods

Product levels:

Core Benefit Pure coconut water, additional electrolytes, and refreshments.

16
 Generic Various flavors: natural, pineapple coconut, and lotus coconut.
Product
Capacity: 330ml for instant drink consumers; 1L for families,
restaurants, or customers who have a habit of hoarding:

Ingredient:

Energy: 16.0 kcal

Carbohydrate: 4.0 g

Protein <0.5 g

Fat <0.5 g

Expiry date: 1 year from date of manufacture

Color: Transparent

Texture: Liquid

Expected It is a healthy carbonated soft drink substitute and an ingredient in many

Product dishes. Not genetically modified and do not use preservatives. Contains
15% less sugar, natural sweetness, cool, nutritious, provide many
vitamins and minerals for the body, and does not worry about obesity
when drinking a lot. CocoFresh is made from selected fresh coconuts
from Ben Tre.

Augmented Vinamilk has applied the form of discounts as well as additional

Product products when customers buy products in large quantities. The
packaging is beautifully designed. Also on the product's packaging,
there are tips on the benefits of coconut and a QR code so customers can
watch videos of how to make delicious food.

Potential Add new coconut water flavors such as orange coconut, collagen
Product coconut,... CocoFresh's creative packaging program.

Product line and product mix:

17
 Figure 7.1: Product line and product mix of CocoFresh

The Ansoff matrix: CocoFresh applies a development strategy to expand the

market in the US based on the available product, fresh coconut water. Fresh coconut
water was born a few years ago in the Vietnamese market, but when developing in
the US market, CocoFresh focused on consumers who are interested in health and
organic products. Therefore, when designing products with a full table of nutritional
ingredients, total kcal and in a healthy, natural style to attract the above target
group.

Packaging: 

 Brand name: CocoFresh

 Logo:  Eye-catching, dynamic with green coconut shape, white and blue
CocoFresh text

 Symbol: Coconut

 Trademark: CocoFresh

 Protect the core product: The product is contained in a paper box packaging,
inside is a specialized PE plastic layer, sealed, ensuring food safety and
hygiene requirements.

Auxiliary: 

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  Warranties: There is a policy of compensation or product renewal if the
product is defective on the manufacturer. 

 Instruction: Product usage instructions are printed directly on the packaging

and on Vinamilk's US website.

 Company contact: Website: https://www.vinamilk.com.

Hotline: +1 (628)- 208-38-88

7.3.2 Price Strategy 

Pricing Target

 Short-term: attract buyers, grow market share to 6% in 5 years

 Long-term: dominate the coconut water market, becoming the big" of this
market.

Pricing Strategy: The strategy to penetrate the market price is the appropriate
strategy to bring products CoCoFresh joined the new market.

Price adjustment: After achieving a certain market share. The Company may allow
price increases depending on the situation and the elasticity of supply/demand in the
next years.

 Production expense: The cost of cheap raw materials, available directly in

Ben Tre has saved a lot of input material costs, combined with investment in
Asia coconut water factory also helps the company save a lot of investment
costs. private. In addition, it is necessary to consider variable costs such as raw
material prices, labor, export taxes, etc.

 The demand of customers: The US is the largest market for canned coconut
water in the world with 500 million liters (According to Statista report, 2020).

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 Determine demand: A survey of 1,000 Americans surveyed about the price
they are willing to pay for 1 liter of canned coconut water has the following
results:

Source: Statista (2020)

Figure 7.2: The relationship between price and demand for coconut water in
the US market

 Competitor Price: Our company will be priced below the industry average
to increase the competitiveness of products. In the US, canned coconut water is
sold at an average price of 5 USD/liter.
 Desired profit: Desired corporate profits 40%
After analyzing the above factors and applying a more psychology-based pricing
strategy.
Pricing Method: Pricing according to competitor's price
From the above analysis, Vinamilk decides the product price as follows:

=> Retail price to end consumer: 330ml is 1.49 USD, 1l is 3.99 USD. If you
compare the price with quality products like CocoFresh, this is the suitable price.

Another case is that the prices of products through the distribution channels and
directly at the stores will remain the same as those at the official CocoFresh stores.
This will increase the competitive advantage and attractiveness of the product to the
target market. Therefore, the company needs to work with distributors to balance
the discount rate for CocoFresh members to ensure profits for partners.

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  International Pricing Discount.
Seasonal Discount: In winter (February 12) and autumn (November 9), customers
will get an additional 2% discount.
Quantity Discount: For intermediary distribution channels, the company will have
a policy discount if buying in large quantities. 2%-5% more than the basic discount.
 Early Payment Discount: The distribution channels are on time according to the
contract and enjoy a payment discount of 1.5% of the total payment value.
Other Channel Discount: Distributors Level 1: 10%, distributor level 2: 5% 
Price changes in International Market: In the future prices may change, increase
or decrease, because of factors such as changes in production costs, changes in tax
regulations, or exchange rates. The company needs to consider methods to avoid
customer dissatisfaction.

7.3.3 Distributions Strategy

 Distribution target

Increase brand awareness, reach, control well sales activities, distribution

channel costs, product costs when supplying to consumers by regulations, avoiding
fraudulent activities bad image of the company to consumers as well as a backlog of
goods. Ensure uninterrupted supply of goods to points of sale and optimize
inventory.

 Distribution strategy

Use mass distribution strategy because this is a strategy to reduce costs for
the manufacturer, so the manufacturer prioritizes developing as many intermediaries
as possible, especially finding ways to increase the number of retailers to have
reached as many customers as possible.

Combine both Push distribution and Pull strategies for CocoFresh products
depending on each stage of development

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 Product distribution in the target markets of Texas, California, and Florida.
Actively create relationships with distribution channels in the US, increase
discounts. Use advertising services, promotions, .. to attract customers.

 Channel structure 

Below is the distribution model of Vinamilk's CocoFresh product line from

production to consumers in the US.

Figure 7.3: Distribution channel structure of CocoFresh

 Selection of distribution channels

- Direct marketing

The US direct selling market (USA) is currently the largest direct-selling market in
the world. This leads to many advantages for Vinamilk's CocoFresh products when
entering the US market in many ways such as: selling directly through the
company's website or social media platforms, creating promotional emails.…

22
 - Indirect marketing

Selling products through major supermarkets (Trader Joe's, Walmart, Sam's Club,
Costco), convenience stores in the US (Circle K, GS25, FamilyMart, 7-Eleven,
Cheers), stopovers, and Asian markets ASIAN.

Use major online sales channels in the US such as Amazon, eBay,...

Distribution through intermediaries: reputable agents, potential distributors.

 Physical distribution

Material handling

After the production process, commodities are transported from Vinamilk's

warehouse in Ben Tre to Can Tho international port.

The commodities will be stored at the warehouses of the international shipping

company that the business has cooperated with.

Cargo will be from Can Tho international port to Houston, Texas international port.

Hire a FedEx transportation company, transport the commodities transported by the

company to the warehouse systems leased by Vinamilk in Texas, and distribute to
the distribution channel stores in the United States.

Inventory location

Using third-party systems because this is the method of warehouses storing

inventory cost-effectively.

The warehouse system in Texas is cheaper than in other states because it is located
in a convenient central location for transportation.

Inventory control

Arrange supplies/commodities in the warehouse in a scientific, convenient, and

reasonable manner.
23
Coding materials/commodities.

 Determine the maximum and minimum inventory levels for each material/
commodity.

Periodic inventory of commodities.

Applying information technology to inventory management.

Order processing

System order processing (sorting, packing, shipping) data collection orders

from staff customer service or customer directly, storing data in a database center,
and send order information to the accounting and shipping department.

Methods of transportation

From Vietnam to the US: using water transport.

From the US to agents: the most popular form of road transport, Vinamilk will
choose to transport goods via road because this is the most optimal form of
transportation in the US.

7.3.4 Promotion Strategy

 Advertising

Advertising purpose:

- Create awareness of coconut water products Vinamilk (target audience).

- Create the favorite of consumers (target customers) about coconut water

Vinamilk.

- Promoting intend to buy and experience Fresh Coco coconut water consumers
(target customers).

Advertising objective:

24
 - Increase awareness of CocoFresh products by 50% in 5 years.

- Increase 25% intend to buy products CoCoFresh in 5 years.

- Increase 60% customer satisfaction on CocoFresh products in 5 years.

Brand association:

- When thinking of a brand CoCoFresh, buyers will relate to Image refreshing,

natural, full of energy.

- Product features: It is a coconut water product.

- Product benefits in terms of physical properties: 100% natural Vietnamese

coconut.

- Sensation: Cool image, nature, full of energy.

- Stick with lifestyle: Healthy

Select advertising channel:

CocoFresh decided to advertise on 2 channels: online and offline. With the video
view rate of consumers now increasingly high (77%) so Vinamilk decided to launch
promotional clips viral video marketing is found on the ads on TV, online ads, and
TV ads in States.

25
 Table 7.1: Stages of Advertising

First 2 years: Offline advertising: Television, outdoor banners,

local magazines (Gulfshore Life Magazine).
Consciousness and
influence stage. Online advertising:

• TrueView in-stream video ads

• Display Youtube ads

• Google Adwords

• Marketing video clips

Next 3 years: Offline advertising: billboard, television.

The Stage of Pushing Online advertising

Action and Loyalty.
• Email advertising

• Advertising Fanpage

 Offline advertising:

Television advisement:

Filming TVC commercials. Duration: 15 seconds.

Figure 7.4: Rate of the most-watched channels 2020 in USA

26
Channel selection: Based on the number of viewers and the viewer segment,
decided to add channels are the CBS program The Late Late middle with James
Corden Show.

Channe Time slot Position Category

l

CBS 9:30 pm In the middle of the show Entertain

Free trial products:

- Implement the campaign trial coconut products at universities and colleges

in the city of California:
o University of California (San Francisco)
o University of Southern (Los Angeles)
o University of California (San Diego)
o Glendale Community College ( Glendale)
o Golden West College ( Huntington)
o Colleges of Contra Costa ( Contra Costa)
- Donate coconut water products at universities and colleges in the city of
Texas:
o Texas Tech University
o University of North Texas
o Southern Methodist University
o Lamar University 

The reason for choosing these universities is because these are the schools
with the most Asian students, especially Vietnamese students.

- Perform trials at markets Asians, especially the Vietnamese market.

- Donate products at amusement parks and amusement parks in Florida.
o Busch Garden
o Old Town
27
 o Universal's Island of Adventure.

Advertising at the point of sale:

At retail locations such as Walmart, Subway, Walgreens.

- Projecting product promotional videos on store screens.

- Display products at prime locations that are convenient for customers' eyes.

At Vinamilk stores:

- Show product promotional videos on TV screens in the store.

- Set up advertising banners in front of the store.
- Increase staff introduction of CocoFresh products to customers.

 Online advertising:

Evaluation and selection of online advertising channels:

About the website: the choice of news about websites based on target customers and
marketing goals is Everydayhealth.vn and BBCfood.vn on social networks, choose
2 channels Facebook and Instagram.

Newspaper Online

Table 7.2: Online Newspaper Advertising

Newspaper Object Location Size

website

BBCfood.vn Young people 19-30 years old, main Hot 300x250

occupations are students, housewives, banner 2
people who are interested in cooking.

Everydayhealth.vn Middle-aged 31-50 years old, people Banner 300x450

who care about the health phải 1

28
Social network :

Facebook Ads.

Table 7.3: Facebook Advertising

  Description Week quantity Unit The amount of

interaction

Facebook ads- Run ads to 12 15000 follo 19.500 follow

pagelike increase the w
number of
followers on the
page.

Facebook ads- Run ads to 12 36 Post 19.500 tương tác

Page Post increase (cmt/like/share)
Engagement interaction /
stimulate
consumers with
the content
posted on the
page

Facebook ads- Run ads currently 6 9000 Click Commitment total

Click to on the ad-allowed click: 9000
website area (newsfeed, Estimated
right column) of Impression:
Facebook 4500000

Instagram Ads

Table 7.4. Instagram Advertising

29
   Description Week quantity Unit The amount of
interaction

Instagram Run ads to 12 15000 follo 19.500 follow

ads-page increase the w
like number of
followers on
the page.
Target
audience:
Female from
30-40 years
old (60%) and
25-30 years
old (40%)

Instagram Run ads to 12 36 Post 19.50 interact

ads-Page increase (comments/like/share)
Post interaction /
Engagement stimulate
consumers
with the
content posted
on the page

Instagram Run ads 6 9000 Click Commitment total

ads- Click to currently on click: 9000 Estimated
website Instagram's ad- Impression: 4500000
allowed zones

 Sale Promotion

Online: Affiliated with 2 leading retailers in the US Amazon and eBay. Promotion
on major holidays of the year in the US.

Table 7.5: Holiday sale

Days Time Promotion

30
 Amazon Prime Day 21/7-22/7 15% off total bill

Black Friday 26/11-29/11 20% off total bill

New year day 30/12-1/1 10% off total bill

Christmas 20/12- 26/12 20% off the total bill.

Offline: Implement promotions at CocoFresh's Offline distribution channels on:

 Major US holidays:
Table 7.6: The sale offline day

Days Time Promotion

Black Friday 26/11- 20% off total bill

29/11

New year 30/12-1/1 20% off total bill

day

Christmas 20/12-   Christmas week:  20% off total bill and

26/12 winning polls.

 Vinamilk's important occasions: 

Buy 4 get 1 free product of the same volume.

31
For example the 40th anniversary

 For stores and other distribution channels at special locations: 

Like Vietnamese, Chinese and Indian streets: Promotions will be carried out on
their major holidays such as: 

o VietNam Tet, Chinese Tet: We will discount 10% off the total bill and give
Red Envelope when they buy 4 products
o Diwali of Indian: Discount 10% off total bill and give a small red tea light
for customers buying 4 products.

 Public Relations.
- Scholarship funding.

Sponsor scholarships for universities in California, Texas, and Florida with many
Asian students:

o University of California 
o University of Southern 
o University of North Texas
- To celebrate the festival.
o Organize a contest to cook Caramelized pork and eggs at Little Saigon on
the Tet holiday.
o Organize a contest to cook crawfish with coconut water in the summer of
Texas.
o Participating in and sponsoring food festivals such as the Florida seafood
festival

- Writing PR articles: For articles about the benefits of drinking coconut water to
cool down in the summer.

- Influencer: 

32
 o Chloe Ting is a famous Asian Influencer in the US in the field of
health and beauty.
o Cooking for Real của Sunny Anderson.

 8. Marketing Program

Action Plan

First 2 years

Work Times 1st 2nd 3rd 4th

Quarter Quarter Quarter Quarter

Months 1 2 3 4 5 6 7 8 9 10 11 12

The First
Year Vinamilk website posted 5/5/2022
new product announcements

Post on Fanpage of social

networking sites about new
5/5/2022
products (Facebook,
Instagram, ..)

Place advertising banners at

15/5/2022
Vinamilk's distribution stores

Online/Offline Promotion 5/5-30/5/2022

Everydayhealthy.vn post
15/6/2022
product news

Influencer Chloe Ting posts 30/6/2022

new product PR on
Instagram, Facebook, Tik
Tok

33
Displaying product
advertisements at retail
outlets (Walmart, Subway, 1/7/2022
Walgreens, ..)

Online Advertisement
(Amazon, Ebay,...) 1/7-22/7

Sale Promotion Amazon

Prime Day 21/7 – 22/7/2022

Online Promotion (Amazon, 25/11/2022

Ebay,...) (Blackfriday)

Sale Promotion Black 26/11 –

Friday 29/11/2022

Christmas days 20/12 - 26/12/2022

Sale Promotion New Year’s 30/12/2022 - 1/1/

Day 2023

15/3/2023-
30/5/2023;
Advertising on Frame
screens in elevators, waiting
halls, university canteens.
5/9/2023-
23/11/2023

Post the product's TVC on

5/5/2023
media sites.

Chloe Ting đăng video PR 5/5/2023

sản phẩm trên Youtube -30/5/2023

Cool Consumer Promotion 5/6 - 30/6/2022

34
 Free trial products at
1/6-3/6
universities in California

Free trial products at

10/6-12/6
universities in Texas
The
Second Free trial products at
Year waterpark and amusement 1/7-7/7
park Florida

Grant scholarships to
valedictorian graduates at 1/8/2022
universities

BBCfood.vn post
20 – 23/11/2023
avertisement

Advertisement at CBS
23/11/2023
channel

Sale promotion Black Friday 26/11- 29/11/2023

Chrisrmas 20/12- 26/12/2023

Sale promotion New Year’s 30/12/2023-

day 1/1/2024

Advertise products on
Vinamilk's main website,
2022-2023
fanpage (Facebook,
Instagram, Tiktok, ..)

The next 3 years

Work Times 1st 2nd 3rd 4th

Quarter Quarter Quarter Quarter

  Months 1 2 3 4 5 6 7 8 9 10 11 12

35
 Email to customers product 4/1/2024                  
information

Fanpage announcing new 4/1/2024                  

products

Outdoor advertising 1/5- 31/8/2024          

(Billboards, signs, subways)

TrueView in-stream ads on 23/3/2024                  

Facebook

Display Youtube ads 23/3/2024                  

The Cool Summer Promotion 1/6-7/6/2024

Third
Year
Sale promotion Amazon 21/7 - 22/7/2024
Prime Day online

Grant scholarships to 1/8/2024

valedictorian graduates at
universities

Sale at fairs 20-23/8/2024

Sale promotion Black Friday 26/11 -29/11/2024

Christmas days 20/12 -

26/12/2024

Sale promotion New Year’s 30/12/2024-

day 1/12024

The Advertise products in the 15/4/2025

Fourth culinary magazine Bon
Year Appétit

Cool summer promotion 1/6-7/6

36
 Advertiseting on The Late 1/7 -31/7/2025
Late Show

Sale promotion Amazon 21/7 - 22/7/2025

Prime Day online

Grant scholarships for 1/8/2025

valedictorian graduates at
universities

Sale at food fairs 20 - 23/8/2025

Sale promotion Black Friday 26/11 -

29/11/2025

Christmas week 20/12- 26/12/2025

Sale promotion New Year’s 30/12/2025 -

day 1/1/2026

The Publish in the culinary 20/2/2026

Fifth magazine Gather
Year JournalPost in the culinary
magazine Gather Journal

Pr on Cooking for Real of 25/5/2026

Sunny Anderson

Cool summer Promotion 1/6-7/6/2026

Sale promotion Amazon 21/7 - 22/7/2026

Prime Day online

Giant Scholarships 1/8/2026

Sale at fairs 20-23/8/2026

Advertising on Frame 5/9-23/11/2026

screens in elevators,
waiting halls, university

37
 canteens.

Sale promotion Black 26/11 -

Friday 29/11/2026

Christmas day 20/12 -

26/12/2026

Sale promotion New Year’s 30/12/2026 -

day 1/1/2027

Advertise products on 2024 to 2026

Vinamilk's main website,
fanpage (Facebook,
Instagram, Tiktok, ..)

9. Evaluation, Measurement, Control

9.1 Evaluation.
To evaluate the effectiveness of the marketing plan, the marketing department
outputs the following evaluation criteria:
 Revenue

After each marketing campaign, whether the number of customers buying goods of
the business increases, how much % increase, the number of customers buying
during the campaign period, the number of new customers, ... is what the business
industry needs attention.

 Salesperson's feedback

Send company employees to survey at distribution channels in many forms such as

paper surveys or talk-through surveys because salespeople are the ones who directly
interact with customers. This gives them insight that can help in evaluating the plan.

 Customer satisfaction

38
Surveys of customers in distribution channels about specific aspects of the
company. Follow up, pay more attention to the needs arising in the buying process
and the psychology of customers. Assess customer satisfaction or loyalty to
businesses through important indicators NSP, CSAT, CES...

 Profit

Evaluating the profit-based factor will give us an overall view of the most optimal
orientation for non-profitable plans, have an overall view, and easily compare the
effectiveness of strategies.

9.2 Measurement
 Measurement-based on revenue
Sales can be measured in units sold, revenue generated, or the amount of profit.
- Measurement is done through the market survey or at the point of sale with
the support of retail partners.
- Actual sales in the target market are compared with the marketing plan's
projections to see if any changes need to be made.
- The number of customers who buy in a day, a week, a month, and a year
after marketing.
 Salesperson's feedback
Calculation: divide the number of satisfied sellers by the total number of surveyed
sellers
 Customer satisfaction level
Measuring customer satisfaction is a way for businesses to expand their
markets and increase the number of customers. The following metrics are measured:
- Net Promoter Score (NPS) is one of the indicators to measure customer
loyalty and sympathy for products/services.
- Customer Satisfaction Score (SCAT) is an index of customer satisfaction.
- Customer Effort Score abbreviated CES is the customer effort index.
 Profit-based measurement:

39
 - Profit after tax on sales (ROS): Indicates how much profit after tax is earned
by a dollar of net sales that a business makes in the period.
- Return on Assets (ROA): This shows how much profit each dollar invested
in an asset generates before interest and taxes.
- Return on Investment (ROI): This shows how much profit a dollar of
investment will generate after-tax.
9.3 Control
Revenue: Summarizing revenue, implementing plans to check and evaluate
business performance regularly; collect information about legal obligations that
affect business operations; internal control, risk assessment; check the correctness
of the period; summarizing and presenting sales transactions with related parties;
Find out the causes affecting the revenue, provide reasonable and timely solutions.
Principles of optimal profit control: Cash flow plan, revenue, and
expenditure balance, return of investment capital (investment expenditure and ROI);
It is clear between the revenue and expenditure of the investment project and the
expenses for regular production and business activities to be able to evaluate the
investment efficiency as well as the profit of the enterprise. To control profits
CocoFresh needs:
- Evaluate the overall performance of the profit center.
- The results of the profit center are related to the revenue and cost centers.
- Detecting positive and negative factors affecting profits.
Customer satisfaction
You need to ask the right people questions. Finding someone to judge
requires a compromise that focuses on one person – making the important decisions.
The customer in the client list will be a candidate selected for an interview.
New product development
The company needs to closely monitor the process of developing new
products through revenue, profit, customer satisfaction, etc. to make appropriate
strategic adjustments.

40
9.4 Risk for entrying US market

- The issue of weather effects on the supply of coconut is in short supply,

affecting the competitive image of the business.
- The transportation process affects the product quality.
- Fierce price competition from strong players like Zico and Vitaco
- Advertising costs - product launch activities increased strongly, but the effect
was not achieved.
- The distribution system consumes slowly or stops receiving products for
business.
- Intent to buy used after trial is low.
- Crisis of communication - public opinion

41
 List of Reference

1. BlueLLineMedia (2020), Billboard Advertising in USA-

BlueLineMedia,//www.bluelinemedia. com/billboard-advertising
2. CBS chanel (2021), Adverising program , https://www.cbs.com/
3. Hana Raskin (2020), How can you participatie in a festival in Texas?, https
://www.Southernfoodways .org/the-costs-of-food-festivals/
4. Lưu Hà, (2021, ngày 10 tháng 8). Doanh nhân Bỉ khởi nghiệp với nước dừa và triển
vọng nông sản Việt tại Châu Âu; VNEconomy, https://vneconomy.vn/doanh-nhan-bi-khoi-
nghiep-voi-nuoc-dua-va-trien-vong-nong-san-viet-tai-chau-au.htm
5. Micheal Petersond (2020), Banner Prices , https://www.signs.com/blog/banner-prices-
the-basics.
6. Tài liệu tham khảo Marketing tập 1 và tập 2, Thành phố Hồ Chí Minh, trường Đại học
Tài chính -Marketing
7. The COCOMMUNITY Newsletter, (2020, ngày 30 tháng 1). Coconut Water Market In
The US To Grow By USD2.19 Billion In The Next Five Years; UCAP,
https://ucap.org.ph/news-manager/2020/30/coconut-water-market-in-the-us-to-grow-by-
usd2-19-billion-in-the-next-five-years/
8. Trần Vũ Nghi, (2019). Doanh thu nhà máy sữa của Vinamilk ở Mỹ vượt 100 triệu USD;
Tuổi trẻ, https://tuoitre.vn/doanh-thu-nha-may-sua-cua-vinamilk-o-my-vuot-100-trieu-usd-
20190316151713143.htm
9. USA geography facts (2020),
nationalgeographic.com/geography/countries/article/united-states
10. Vinamilk, n.d. Nước dừa Cocofresh; Vinamilk, https://www.vinamilk.com.vn/vi/san-
pham/nuoc-giai-khat/nuoc-dua-tuoi-cocofresh
11. CRMVIET (2020), Phần mềm CRM. Phương pháp đánh giá sự hài lòng của khách
hàng,
https://crmviet.vn/su-hai-long-cua-khach-hang/
12. Quang Thịnh (2021), Quá Trình Lập Kế Hoạch Marketing ,
https://phamdinhquan.net/ke-hoach-marketing/

a
 Appendix
Financial papers and Expense Budget
Section Work Number Unit Unit Cost Note
quantity price
TVC 1 TVC 30,000 30,000  Includes:
Offline script,
advertisem actors,
ent equipment,,
technical
support,...
Design web 1 Month 25000 25000 
Content 10 Content 100 1000 
Banner 100 Banner 45 4500
Everydayhealthy 1 Week 2000 2000
Online .vn
advertisem Youtube ads 1 Click 0,25 3500
ent
Facebook ads 40 Post 20 800
page post
engagement

Facebook ads 8000 Clicks 0.25 7500

click to website
Instagram ads 20,000 Person 0.25 7000
The page like
first Instagram ads 40 Post 20 800
year page post
engagement
Instagram ads 8000 Click 0.25 7000
click to website
Promotion Opening day 30.000 Voucher 0.8 24,000
promotion
Sale promotion 45000 Voucher 0.8 36,000
Amazon Prime
Day online
Christmas 60000 Voucher 0.8 48,000
15000 Product 1,5 22,500
Black Friday 20000 Voucher 0.8 16,000
New Year’s day 15000 Voucher 0.8 12,000
PR Cloe Ting Pr 1 Video 20,000 20,000
product
Other Cost Market research 50,000 50000
Process 10000 10000
evaluation
The TVC 1 TVC 30,000 30,000  Includes:
second Offline script,
advertisem actors,
year
ent equipment,,

b
 technical
support,...

Viết Content 10 Post 100 1000 

Banner 100 Banner 45 4500
Giving away 30000 Product 1.5 45000
products at
schools
Giving away 2000 Product 1.5 3000
products at
amusement parks
Advertiseting on 1 Week 1000 1000
Online BC food
advertisem Maintain Web 1 Time 1000 1000
ent Youtube ads 1 Click 0,25 3500

Facebook ads 40 Post 20 800

page post
engagement

Facebook ads 8000 Clicks 0.25 7500

click to website
Instagram ads 20,000 Person 0.25 7000
page like
Instagram ads 40 Post 20 800
page post
engagement
Instagram ads 8000 Click 0.25 7000
click to website
Promotion Summer Cool 30.000 Voucher 0.8 24,000
promotion
Sale promotion 45000 Voucher 0.8 36,000
Amazon Prime
Day online
Christmas 60000 Voucher 0.8 48,000
15000 Product 1,5 22,500
Black Friday 20000 Voucher 0.8 16,000
New Year’s day 15000 Voucher 0.8 12,000
1 Video 20,000 20,000

PR Host a cooking 1 Event 100,00 100,00

competition in 0 0
Texas
Holding a 1 Event 100,00 100,00
cooking 0 0
competition in
California
Other price Market research 50,000 50000

c
 Process 10000 10000
evaluation
TVC 1 TVC 30,000 30,000 
Offline Content 10 Content 100 1000 
advertisem Banner 100 Banner 45 4500
ent Billboard 4 Months 3000 12,000
Electrical banner 4 Months 1500 4500
Take part in food 3 Day 100 300
feast
The Advertise BC 1 Week 1000 1000
third Online food
year advertisem Maintaining 1 Time 1000 1000
ent Web
Youtube ads 50000 View 0.08 4377.8
9
Facebook ads 40 Post 20 800
page post
engagement

Facebook ads 8000 Clicks 0.25 7500

click to website
Instagram ads 20,000 Person 0.25 7000
page like
Instagram ads 40 Post 20 800
page post
engagement
Instagram ads 8000 Click 0.25 7000
click to website
Email to 1000
10000 Mail 0.1
customer
Promotion Cool Summer 30.000 Voucher 0.8 24,000
Promotion
Sale promotion 45000 Voucher 0.8 36,000
Amazon Prime
Day online
Christmas 60000 Voucher 0.8 48,000
15000 Product 1,5 22,500
Black Friday 20000 Voucher 0.8 16,000
New Year’s day 15000 Voucher 0.8 12,000

1 Video 20,000 20,000

PR Host a cooking 1 Event 100,00 100,00
competition in 0 0
Texas
Holding a 1 Event 100,00 100,00
cooking 0 0
competition in
California
Scholarship 3 5000 15000

d
 Other price Market research 50,000 50000
Process 10000 10000
evaluation
TVC 1 TVC 30,000 30,000 
Offline Advertisting The 3 Months 75000 200000
advertisem Late Late Show
ent Content 10 Content 100 1000 
Banner 100 Banner 45 4500
Billboard 4 Months 3000 12,000
Electrical on 4 Months 1500 4500
railroad
Join the food 3 Day 200 600
The festival
fourth Advertisting on 1 Week 1000 1000
year Online Appétit
advertisem Maintain Web 1 Time 1000 1000
ent Youtube ads 50000 View 0.08 4377

Facebook ads 40 Post 20 800

page post
engagement

Facebook ads 8000 Clicks 0.25 7500

click to website
Instagram ads 20,000 Person 0.25 7000
page like
Instagram ads 40 Post 20 800
page post
engagement
Instagram ads 8000 Click 0.25 7000
click to website
Promotion Cool summer 30.000 Voucher 0.8 24,000
Promotion
Sale promotion 45000 Voucher 0.8 36,000
Amazon Prime
Day online
Chrismas 60000 Voucher 0.8 48,000
15000 Product 1,5 22,500
Black Friday 20000 Voucher 0.8 16,000
New Year’s day 15000 Voucher 0.8 12,000

1 Video 20,000 20,000

PR Host a cooking 1 Event 100,00 100,00
competition in 0 0
Texas
Holding a 1 Event 100,00 100,00
cooking 0 0
competition in
California

e
 Scholarship 3 5000 15000
Other price Market research 50,000 50000
Process 10000 10000
evaluation
TVC 1 TVC 30,000 30,000 
Offline Advertise on 1 Month 300,00 300,00
advertisem CBS 0 0
ent Advertise on 1 2000 2000
Gather Journal
The fifth Content 10 Content 100 1000 
Banner 100 Banner 45 4500
year Frame Screen 20 Frame 200 4000
screen
Electrical on the 4 Months 1500 4500
railroad
Food festival 3 Day 200 600
Mataining Web 1 Time 1000 1000
Online Youtube ads 50000 View 0.08 4377.8
advertisem 9
ent Facebook ads 40 Post 20 800
page post
engagement

Facebook ads 8000 Clicks 0.25 7500

click to website
Instagram ads 20,000 Person 0.25 7000
page like
Instagram ads 40 Post 20 800
page post
engagement
Instagram ads 8000 Click 0.25 7000
click to website
Cool summer 30.000 Voucher 0.8 24,000
promotion
Promotion Sale promotion 45000 Voucher 0.8 36,000
Amazon Prime
Day online
Christmas day 60000 Voucher 0.8 48,000
15000 Product 1,5 22,500
Black Friday 20000 Voucher 0.8 16,000
New Year’s day 15000 Voucher 0.8 12,000
1 Video 20,000 20,000
PR Host a cooking 1 Event 100,00 100,00
competition in 0 0
Texas
Holding a 1 Event 100,00 100,00
cooking 0 0
competition in
California
f
 Scholarship 3 5000 15000
Cooking for Real 1 Video 1000 1000
của Sunny
Anderson
Other price Market research 50,000 50000
Process 10000 10000
evaluation
Total: 822,077

TOTAL OF 5 YEARS: 2,901,531 USD

Budget
The first year: 300,000 USD
The second year: 600,000 USD
The third year: 600,000 USD
The fourth year: 800,000 USD
The fifth year: 1,000,000 USD
TOTAL OF BUDGET: 3,300,000 USD

g
 INDIVIDUAL CONTRIBUTION FORM
Module: International Marketing (IM)
Everyone in the group contributes and participates fully in the group's online
meetings, has a positive, cooperative attitude and contributes to the group's final
essay. Complete assigned tasks.

Contribution
Group member’s name Student’s Code
evaluation
Luu Thi Phuong 1921005610 100%
Mai Thanh Luc 1921005514 100%
Doan Tran Phu Khang 1921005458 100%
Nguyen Dang Bach Linh 1921005492 100%