Group5 GroupProjectReport RetailManagement

School of Industrial Engineering & Management
International University
OPEN NEW WINMART+ STORE

IN HO CHI MINH CITY
RETAIL MANAGEMENT
GROUP PROJECT
Group 5
Nguyễn Đức Minh Thư – IELSIU19075
Phan Huy Ngọc Diễm – IELSIU19126
Nguyễn Thị Thái Bình – IELSIU19115
Phạm Tuyết Ngân – IELSIU19048
Lương Nguyễn Thảo Linh – IELSIU19188
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Ngô Trọng Gia – IELSIU19142
Nguyễn Mạnh Hùng – IELSIU19162
Table of Contents
I. Introduction 4
1. Goal and Objective 4
2. General Introduction about Vingroup and Masan 4
II. Propose Retail Type 5
1. About Winmart+ 5
2. Winmart+ Retail Type 5
III. Target Market 7
1. Retail sector in Vietnam: 7
2. Winmart+ Target Market Analysis 9
IV. Location site analysis 13
1. Existing stores 13
2. New Store Location 13
V. Retailing channels 16
1. Types of products and services available at Winmart+ 16
2. Analysis of existing retailing channels of Winmart+ 16
VI. Merchandise Mix 19
1. General diagram: 19
2. Major brand Winmart+ carries 23
3. Private brand of Winmart+ (WinEco, Winmart cook): 24
VII. Pricing 25
1. Pricing Policy 25
2. Other Practices to compete with price 25
3. Targeted Price Point 27
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4. Frequent shopper programs 28
VIII. Marketing Communications Mix 30
1. Paid advertisement 30
2. Type of Unpaid advertisements 32
3. Cooperative Advertising 33
4. Type of Sales Promotions 34
IX. Customer service 35
X. Store layout and design 36
1. Store design objectives 37
2. Criteria for new store 38
3. Final layout and detailed explanation: 39
XI. References 40
XII. Appendix 42
XIII. Contribution Table 80
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I. Introduction
1. Goal and Objective
Winmart+ is a convenience store belonging to the Masan group. There are nearly 3000 WinMart+ stores
across Vietnam. The company’s goal is to have nearly 10,000 Winmart + stores in bussiness in the period
of 2021-2025, with coverage in all 63 provinces and cities, and become the first all-in-one shopping
destination for nearly 100 million Vietnamese customers.
In this report, we will mainly focus on analyzing Winmart+ chain including the target market, location
analysis, retailing channels, merchandise mix, pricing, marketing communication mix, customer service,
and store layout and design. From that, we will suggest an idea to open a new store for Winmart+ at the
best location.
2. General Introduction about Vingroup and Masan

Vingroup Joint Stock company is the largest enterprise in Vietnam by market value. Vingroup focused on
developing hospitality, commercial, and residential properties under the Vinpearl and Vincom brands,
whereas Masan Group is one of Vietnam’s largest private sector companies with a market capitalization,
focusing on consumption and resources sectors.
Figure 1: VinGroup Ecosystem diagram
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At the end of 2019, Vietnam’s Masan Group acquired the retail brands from Vingroup. In 2021, Masan
changed retail brands Vinmart, Vinmart+ to Winmart, Winmart+. After Mergers and Acquisitions
VinCommerce from Vingroup, Masan has restructured this retail system into two directions. Firstly,
improving the operation efficiency of the whole system including optimizing product catalog, increasing
the proportion of fresh products, applying new attractive sales policies, as well as adjusting the operating
model of Winmart+ with new layout, etc. Secondly, Masan decided to close many supermarkets and
convenience stores that were underperforming since the beginning of the year 2021 and opened many
new stores according to the new layout model in potential areas. Besides, Winmart+ system will focus on
optimizing the store arrangement in a way that helps consumers easily to find the desired products. In
addition, instead of increasing the store size, Winmart+ is kept at the scale of 100-120 m²/store.
II. Propose Retail Type

1. About Winmart+
In 2019, Masan Group acquired VinComerece, including both Vinmart and Vinmart+ and changed their
names into Winmart and Winmart+ in 2021. VinGroup agriculture brand, VinEco, which provides fresh
and organic produce exclusively to Winmart and Winmart+ also changed its name to WinEco. Following
the name changing, Winmart+ also implement new services and slowly open a Phuc Long Coffee and Tea
kiosk right inside each Winmart+ store. Moreover, Masan Group also works with Techcombank to set up
offices inside Winmart+ store which can serve as a point of transaction where Winmart+ customers can
also use Techcombank services.
2. Winmart+ Retail Type
Winmart+ is a convenience store retail type that emphasizes convenience in shopping through services
and near-customer locations. To access consumer markets and manage effective business models,
Winmart+ current retail model can be clarified as follows
a. Location and size
Regardings to location, Winmart+ is a chain of stores that are located closer to consumers, scattered in
smaller streets and lanes or within properties in residential areas in cities, for instance on the ground floor
of buildings and at residential areas with high traffic. Some Winmart+ stores are located inside VinGroup
property such as VinHome and VinCity. The total area of each store does not exceed 500 square meters.
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The store also provides a parking space and recently a standing Phuc Long Coffee & Tea kiosk and
Techcombank office.
b. Merchandise Assortment
Considered merchandise assortment, Winmart+ provides a narrow variety and shallow assortment level
of products, mainly food-related. Some categories are Vegetables and Fruits, Meat and Seafood, Frozen
Food, Prepared Food, Snack, Dairy, Beverage, Dry Processed products, and basic Personal Hygiene
products. Within each category, Winmart+ only provided a limited amount of assortment. However,
Winmart+ distributes its private brand products such as fresh vegetables from WinEco, Processed food
from Winmart Good, homecare products from Winmart Care, and prepared meal kits from Winmart+
Cook. These exclusive brands satisfy different needs of customers, who are either looking for organic
vegetables or easy meals. Besides goods, Winmart+ also serve breakfast and quick meal such as Dimsum,
Banh gio, sticky rice, etc.
c. Pricing
Winmart+ pricing is average for most product categories with little to no difference from that of other
retailers, for example, Omachi instant ramen hotpot flavor is sold for 6,800 VND per pack at Winmart+
and for 7,200 VND at Bach Hoa Xanh. Prices for prepared meals at Winmart+ range from 25,000-35,000.
However, the price for WinEco products displayed at Winmart+ is considerably higher than that of the
norm. This is because the agricultural products branded WinEco are produced using modern technology,
techniques, seeds, and agricultural equipment from Israel, Japan, and the Netherlands which are famous
for agriculture. The products provided to Winmart and Winmart+ all meet the standards of VietGap and
GlobalGap.
d. Store Design and Display
Winmart+ display dry products on tall shelves and categorize them from shelf to shelf. All milk and
beverage products are stored in tall, light-equipped refrigerators. Frozen food and ice cream are
separated into different freezers. WinEco products and other vegetables are displayed separately from
the rest at the center of the store. New Phuc Long Coffee & Tea kiosk are set up next to the payment
counter. However, because of Winmart+’s limited area, these Phuc Long kiosk only serve takeaway at the
moment. A few Winmart+ locations at Ha Noi also have a Techcombank office next to the Winmart+ area.
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e. Customer Service
Currently, Masan Group has implemented many services to Winmart+ to keep loyal customers circulate
and attract more potential buyers. Through the loyalty program VinID, customers can get frequent
discount coupons and points for every transaction. In addition, WinEco products also provide customers
with a QR code to extract product information, nutrition, etc. For customers who own Vsmart
smartphones, a product of VinGroup, Winmart+ can collect their phone when in need of a warranty.
Winmart+ also offers to collect old batteries as an effort to reduce electrical waste out to the environment.
In addition, shoppers can also pay different types of bills at Winmart+.
III. Target Market

1. Retail sector in Vietnam:
a. Retail sector in the Vietnamese market:
Retailing is currently one of the rocketing sectors in the Vietnamese market. To be more specific, in 2018,
Vietnam was ranked 11 worldwide in the Global Retail Development Index (GRDI), and in the following
year, the retailing sector has increased by $18.9B and accounted for around 59% the whole GDP. The
Vietnamese retailing and services market value reached 5,060 thousand billion VND in 2020, increasing
by 2.6% compared to the previous year, in which the retailing sector accounted for 79% the total number,
increasing by 6.8% compared to the previous year. Despite the negative impacts of the COVID-19
pandemic, the Vietnamese retailing market still managed to reach the highest annual value and is
expected to grow even more in 2021.
Figure 2: The retailing and service market value in Vietnam during recent years
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b. Vinmart and Winmart+ market value:
After being acquitted into the Masan Group in April 2020, Winmart+ and Winmart were invested in a great
amount of money to retransform their structure as well as working policies to be more innovative in the
current market. Consequently, after expanding and acquitting many other brands, those two were proven
to be worthy. Winmart+ had its dramatic increase in revenue of +10.7% in 2020 and is expected to extend
the gap even more in 2021. In total, the two Winmart and Winmart+ account for roughly 40% the increase
in revenue of the whole Masan Group compared to that of 2019 just one quarter after acquisition.
When it comes to the comparison among retailing chains, Winmart+ and Vinmart together have proved
themselves to be the current leaders with more than 2900 stores in total in 2020, which makes them to
own the highest number of stores in the retailing market, regardless of whether the rest are counted as
convenience stores or supermarkets.
Figure 3: Comparison in number of stores and revenues of the top 3 retailing chains in Vietnam in 2020
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As for the revenue in 2020 of the top 3 retailing chains in Vietnam, which are VinCommerce, including
Vinmart and Winmart+, Bach Hoa Xanh and Saigon Co.op, the other two are currently considered
VinCommerce’s worthy adversaries. Despite having the least number of stores among the three, with a
revenue of up to 35.000 billion VND with just 827 stores nationwide, Saigon Co.op has left VinCommerce
behind with a huge gap of 11.500 billion VND in annual revenue. Not only is Saigon Co.op a competitive
opponent, Bach Hoa Xanh, despite having the lowest revenue, is proposed to be a rising star in the near
future with changes in services and business strategies. Owning the highest number of stores among the
three, VinMart and Winmart+ possesses the chance of growing tremendously since they have gone into
operation only for 7 years.
Furthermore, when it comes to the brand identity and awareness in the public, VinCommerce and Bach
Hoa Xanh are currently the top 2 well-known brands for food retailing. There has not been any accurate
number on this aspect of their competitiveness, however, VinCommerce is well-known for their
convenience in providing several customer services as well as their store design and easily accessible
locations. On the other hand, Bach Hoa Xanh is more well-known for their reasonable pricing policies with
lots of discounts.
In general, Winmart and Winmart+ take a lot of advantage in building the brand image aiming at
convenience, broad variety, and well-organized customer services whilst their opponents are better
known at offering cheap prices.
2. Winmart+ Target Market Analysis

a. Geographic segmentation:
Since the retail acquisition of Massan from Vingroup in 12/2019, there has been a massive reconstruction
in number as well as in location of the retail system. To be more specific, Massan closed 421 Winmart+
and 12 Winmart in 2020 and more than 80% of them were based in Ho Chi Minh city. On the other hand,
the company opened 57 more new Winmart+ and 1 newer Winmart locating in better promising areas to
optimize efficiency and operation cost. The total number nearly stayed the same recorded in the second
quarter of 2021, in which they continued to cut down 1 more Winmart and 57 more Winmart+, whereas
there were 73 more new stores to open. As planned, there will be 300-500 new Winmart+ by the end of
this year and a total of 30,000 stores serving nearly ⅓ Viet Nam popula on in 2025. And the following
chart below depicts how Winmart and Winmart+ vary in numbers from the year they belonged to
Vingroup (2018) to the ages under Massan (2021).
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Figure 4: Number of Vincommerce retail sites from recent years
Winmart scatters mainly within the center of big cities like shopping centers, avenues, cities… In contrast,
with the aim to directly confront conventional markets and existing grocery stores, whereas Winmart+
locate at every corner of residential areas from around schools, offices, eye-catching spots and
especially near local markets. Vietnamese household tend to choose a nearby grocery store or local
market to pick up their daily needs. They also tend to buy products for one day consumption with the rare
concept of storing food for the whole week. This insight has been successfully answered with the existence
of more than two thousand Winmart+ stores interspersing all over the country, bringing more choices and
convenience with standard service to customers. Winmart+ also solves triggered problem of food safety
in local markets which has long been a concern of the people.
b. Demographic segmentation
Currently, Winmart+ customers are 39% male and 61% female with the age range from 25 to 39. Most
Winmart+ stores are located in urban areas, hence, it can be inferred that the target group of customers
are urban citizens.
As for income, the demographic segmentation would take into consideration the income of Vietnamese
urban household. According to the Vietnamese GDP record from 2021 – 2020 in Vietnam, the capital
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income per person per month in 2020 is about 4.2 million VND. On a yearly average, from 2016 to 2020,
the income per capita per month in the whole country increased by 8.1%, whereas the average income
per person per month in 2020 in urban areas is 5.5 million VND, nearly 1.6 times higher than in rural areas,
which is 3.4 million VND. Hence, the income per month of urban household is generally higher than that
of rural areas. This implies that Wimart+ customers are household with moderate to high monthly income.
Figure 5: Annual income per person per month in Vietnam from 2021 to 2020 (unit: thousands VND)
c. Psychographic segmentation
About 80% of Winmart+’s customers are women who are busy at their work, frequently work late that
could not make a trip due to the traffic congestion in the city that lasts too long during rush hour or those
who are too busy with caring for their family and their children. Winmart recognizes this, so they provide
ordering via website or app and fast delivery with all kinds of items available at the store to your house.
They also provide pay for electricity, water, internet... via VinID for customers to save time.
Most of Winmart’s customers are medium to high income citizens who care about their health. Therefore,
Winmart sells organic and fresh foods from the eco agricultural-branded Wineco and provides cleaning
and sanitizing fresh food service for free.
d. Behavioral Segmentation
Winmart+ can use behavioral segmentation to tailor their positioning and marketing messages to the
specific customer data they have. There are many examples to demonstrate this:
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- Customers buy a lot of essential products such as dishwashing liquid, washing powder, toilet
paper, soap, spices, fish sauce. Essential products are arranged inside, and the goods are
improvised lined up outside.
- Customers tend to buy vegetables and fruits in the afternoon when they leave work. The fruit and
vegetable display counter has a temperature lower (10 degrees) than room temperature (lower
than 25 degrees), displayed in a place protected from sunlight, with a misting system (equipped
with a mist sprayer in the case of a fogger). If it's not working, the staff will rearrange the
vegetables every 2-3 hours to check the quality of the vegetables) so that in the afternoon
customers can buy vegetables and fruits that keep their green.
Figure 6: Illustration of Winmart+’s Vegetables and Fruits line

- Every morning, customers often visit Winmart+ to buy breakfast such as bread, instant noodles,
banh gio, and maybe a cup of coffee. Masan Group cooperates with Phuc Long to bring coffee and
milk tea closer to customers. Phuc Long counter is placed parallel to the WinMart+ cashier counter
for customers to conveniently buy coffee and milk tea after shopping
Figure 7: Phuc Long kiosk inside Winmart+ store
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IV. Location site analysis
1. Existing stores
Since Winmart+ is known as a chain of convenience stores, their location sites do not require much space
as compared to that of supermarkets or other retailer types, which leads to flexibility in choosing location.
Existing stores of Winmart+ show that their sites are mainly gross leasable areas and unplanned locations
with a 5 year lease. Winmart+ also requires the area to be at least 120 square meters with 6 meters front.
However, in view of choosing stores that are not restricted to pedestrian access and capable of attracting
neighboring people, this project would mainly focus on gross leasable areas on ground floors in residential
buildings.
In order to satisfy such requirements, we could choose Opal Residential Building, located inside SaiGon
Pearl, Binh Thanh District, which is a well-developed residential area but without many convenience
stores. Since people living and working in such buildings usually seek convenience in which they can just
go buy anything by taking the elevator instead of riding to another far-away location, the introduction of
Winmart+ in the Opal Building would be more appealing. Another option for location is Tan Tao Building
in Binh Tan District, where residential properties are located close to each other. Tan Tao Building is also
open for pedestrian access and has sufficient parking space. For further and more detailed analysis on the
location site of the new Winmart+ store, the Huff’s Model will be performed to determine which store
would yield better expected sales and hence should be opened.
2. New Store Location

a. Huff’s Model
The following formula is used in this section:
𝑆 ÷𝑇
𝑃 =
∑ 𝑆 ÷𝑇
The distance matrix is presented in Appendix as Table A.1 for Tan Tao District Location and Table A.2 for
Binh Thanh District Locations. Applying the Huff’s Model with b equals 3, the value of P for each ward in
the district would be as follows:
Binh Tan District
Ward 𝑷𝒊𝒋
Tan Tao Ward 0.098326557
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Tan Tao A Ward 0.134717011
An Lac Ward 0.025784852
Binh Tri Dong Ward 0.001772301
Binh Tri Dong A Ward 0.044255885
Binh Tri Dong B Ward 0.008911525
Binh Hung Hoa Ward 0.0000989067
Binh Hung Hoa A Ward 0.000544283
Binh Hung Hoa B Ward 0.001578332
Table 1: Calculated Pij for Binh Tan District
Binh Thanh District
Ward 𝑷𝒊𝒋
Ward 1 0.00109
Ward 5 0.000254
Ward 6 0.000274
Ward 11 3.3E-05
Ward 12 0.000811
Ward 13 0.001996
Ward 14 4.94E-05
Ward 15 0.00692
Ward 17 0.000442
Ward 19 0.002687
Ward 21 0.009208
Ward 22 0.400858
Ward 25 0.003983
Ward 26 0.000348
Ward 27 0.000714
Ward 28 0.012906
Table 2: Calculated Pij for Binh Thanh District.
It is important to note that only the wards that have physical Winmart+ stores would be taken into
consideration. Detailed calculations would be shown in the Appendix from Table B.1 to table B.25.
b. Determine market size of evey ward

According to statistics, VinCommerce welcomed close to 300,000,000 customers per year. From 2019
data, there were 111 Winmart supermarkets and 1800 Winmart+ convenience stores. However, in 2020,
Masan officially closed up to 750 convenience stores that were not generating sufficient profit. Therefore,
it is reasonable to assume the current number of VinCommerce locations currently is 111 supermarkets
and 1050 convenience stores across nation.
Denote X as the number of customers one Winmart+ stores serve per year, supposed that, every
Winmart+ store welcome a relatively close number of customers annually. Assumingly the number of
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customers visits one Winmart supermarket is 30 times larger than the number of customers visits one
Winmart+ store, the equation for total customer visits WinCommerce in this scenarios should be:
100 × 30 × 𝑋 + 150 × 𝑋 = 300,000,000
Therefore, X is approximated to be 68493 customers/year/Winmart+ stores. The estimated amount of

money each customer is willing to spend for one shopping trip at Winmart+ is 280,000VND. The formular
for the market size of every ward in proposed districts shall be as follows:
𝑀𝑎𝑟𝑘𝑒𝑡 𝑠𝑖𝑥𝑒 𝑓𝑜𝑟 𝑊𝑎𝑟𝑑 𝑖 = 280,000 × 68493 × 𝑛
With ni = the number of Winmart+ convenience store in Ward i.
The expected sales of each district would follow the formular:
𝐸𝑥𝑝𝑒𝑐𝑡𝑒𝑑 𝑠𝑎𝑙𝑒𝑠 𝑜𝑓 𝐷𝑖𝑠𝑡𝑟𝑖𝑐𝑡 𝑎 = 𝑚𝑎𝑟𝑘𝑒𝑡 𝑠𝑖𝑧𝑒 𝑜𝑓 𝑊𝑎𝑟𝑑 𝑖 × 𝑃
Hence, expected sales of Tan Tao Building Store is 12,759,614,294 VND and for Opal Building, Saigon Pearl
is 47,392,103,069 VND. Detailed calculations for Binh Tan District and Binh Thanh District would be shown
in the Appendix from Table C.1 to table C.2 respectively.
c. New store analysis
Utilizing the Huff’s Model, the Opal Building, Saigon Pearl located in Binh Thanh District would be a better
location to consider investing in. The residents of this area also align with Winmart+ target customer
regarding lifestyle (busy modern families) and high income. Further advantages and disadvantages will be
analyzed as follows:
- Advantages: Customers who live or work in the building can easily access the store. The location
is easy to recognize and access from the street due to Saigon Pearl open gate community. Parking
space can be shared with building parking areas with no charges.
- Disadvantages: Opal Building is considered a high-class building which might result in higher rent
than desired. The Saigon Pearl area only has a moderate residential rate which would yield
moderate pedestrian traffic daily. In addition, Opal Building is also an office building, therefore
during weekend or off hour, pedestrian traffic would be less than normal.
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V. Retailing channels
1. Types of products and services available at Winmart+
Some of the main categories of products provided at Winmart+ include: Grocery, Hygiene products,
Vegetables, Private brands (WinEco, Winmart+ Cook, etc),… Along with the vast variety of merchandise,
Winmart+ offer some services such as Bill payment, Breakfast, Bank transfer (only available at Hanoi store
location), Member program (VinID) and Delivery.
2. Analysis of existing retailing channels of Winmart+

a. Stores channel
Store channel is a form of direct sales with customers at which Winmart+ provides a clean, air-conditioned
shopping space. The products are displayed scientifically and conveniently to enhance the customer's
experience when shopping at the store. At the time of paying for shopping orders at the Winmart+ store,
buyers can pay by cash, credit card, mobile money app or with VinID points accumulated points from
previous orders. In addition, customers can also go to physical stores to quickly pay for fees such as
electricity, water, phone charges, etc. Another unique feature at the Winmart+ is the Phuc Long kiosk
located inside each store that serve freshly made beverage.
Figure 8: Winmart+ store.
b. Mobile Apps
Winmart+ mobile app is called VinID, developed by VinGroup originally. On VinID app, Winmart+ offers a
greater assortment of products than the physical store as well as other features such as member score
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tracking, ordering and request delivery. Moreover, consumers can expect many promotions from the app,
the most popular promotion is the quantity discount for large order. VinID also provides an expenditure
management function that statistics and comparison of monthly expenses, summarizes your savings when
using promotions, coupons, reward points from VinID, list and continuously update your daily expenses
and details the products you bought at Winmart+.
Figure 9: VinID App.
Figure 10: Promotions on VinID App.
c. Internet website
Winmart+ provides the website winmart.vn where customers can order online with a greater assortment
of products than the physical store with the same price. However, a discount rate of 1% is usually applied
for most products when order is placed on the website.
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Figure 11: Winmart+’s website (winmart.vn)
d. Catalogs
Winmart+ uses catalog to update monthly promotions monthly for certain groups of products associate
with a website address as well as hotline for phone purchase. Since catalogs are used to highlight discount
products, the prices are relatively cheaper than in-store prices.
Figure 12: Winmart+’s old catalog.
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e. Call center
Call centers allow Winmart+ to provide the most effective online and over-the-phone customer service
via the number 0247 106 6866, ensuring customers satisfaction beyond the confines of their physical
location. Call centers allow Winmart+ to take care of their customers attentively, periodically and solve
the problem case by case. This type of channel is geared towards the customer's perception, it serves as
a mean via which Winmart+ receive the customer's comments, suggestions, and feelings after purchasing
and make adjustments to their business correspondently.
Figure 13: Winmart’s hotline.
VI. Merchandise Mix

1. General diagram:
Below is the merchandise diagram of every merchandise group at Winmart+:
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Figure 14: All merchandise group at Winmart+
Figure 15: Merchandise mix diagram of Vegetables - Fruits
Figure 16: Merchandise mix diagram of Meat – Egg – Seafood
Figure 17: Merchandise mix diagram of Processed foods
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Figure 18: Merchandise mix diagram of Dry food - Spices
Figure 19: Merchandise mix diagram of Refreshment
Figure 20: Merchandise mix diagram of Dairy products
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Figure 21: Merchandise mix diagram of Detergent – Cosmetics
Figure 22: Merchandise mix diagram of Personal care products
Figure 23: Merchandise mix diagram of Mom & baby care products
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Figure 24: Merchandise mix diagram of Only at Winmart+
A glance at the above graph reveals the broad variety that Winmart+ brings up, with ten merchandises
and the average assortment in each merchandise category. With the aim to serve everyday needs of
customers, Winmart+ provides from food with plenty of types to beverages to personal care products and
detergents. Among all, what helps Winmart+ draw customers' attention are the diversity and the supreme
quality of food. That’s the reason for food accounting for six out of ten total merchandises, especially fresh
food, as Winmart+ targets not only at who prioritize convenience but also at residents living around. To
specifically tailor their merchandises to the local, Winmart+ even established their own vegetables label
called Wineco, serving customers with superior quality and meeting on hand demand. The development
of private brands become the ace of Winmart+ to compete with the local markets and other convenience
stores. However, there isn’t a big distinction in quantity between the category of fresh food and processed
one. According to the diagram, although there isn’t high intention on the assortment of non-food
products, Winmart+ still meets the demand of consumers with the various supply for basic personal or
mom and baby care items as well as detergents.
2. Major brand Winmart+ carries

Except for 3 private brands of WinMart+: VinEco, VinMart Home, and VinMart Cook, WinMart + also
cooperates with many big brands. In each category, there will be certain major brands. For example, major
brands of dairy products are Vinamilk and TH TRue Milk, the line of canned and bagged milk is selling well.
The beverage is in the refreshment group, the major brand is Heineken. Typical products such as
Strongbow Cider, Tiger beer, Larue beer, Heineken beer...The main brand of Detergent Cosmetics
products is Unilever: OMO Matic Laundry Detergent, Comfort Fabric Softener For Sensitive Skin, Natural
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Sunlight Dishwashing Liquid,... These brands are all big brands, having long-term cooperation with
Winmart+, bringing high reliability and safety to customers.
3. Private brand of Winmart+ (WinEco, Winmart cook):

Winmart+ has many private brands focused on essential goods such that WinEco (vegetables, tubers, and
fruits in high-tech), Winmart cook (processed foods), Winmart goods (household appliances), Winmart
home (cotton fabrics and cosmetics), Winmart Care (body - care cosmetics). With its own private brand,
the retailer has complete control of the product development, optimal supply, inventory, sales, marketing
of products, and price (usually cheaper than other same brand categories). By establishing a reliable
private label image and affordable goods, Winmart+ is to attract new customers and build customer
loyalty. Customers will eventually become more dependent on Winmart+ for its exclusive products.
Figure 25: Modern cultivation System of WinEco
Figure 26: Vegetable in high-tech of WinEco
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VII. Pricing
1. Pricing Policy
Winmart+ does not apply pricing strategies like EDLP or Hi-Lo. Because Winmart+ already has one out of
4P in marketing that is Place therefore price is no longer a priority. Winmart+ has always been in close
proximity to its customers, such as near schools, offices, eye-catching locations, residential areas, and
especially near local markets. That convenience in location has made customers want to shop at Winmart+
and accept to pay higher prices than supermarkets and have little interest in discount programs.
2. Other Practices to compete with price

Due to not using any pricing policy, Winmart+ adopts other practices to gain a competitive advantage in
the market. Winmart+ develops lines of private label merchandise therefore they can direct co-operation
between manufacturers with retailers to cut out the middleman and give more options to consumers,
easily control and set up prices to mainly compete with other competitors. Winmart+ marks with a
number of outstanding private label products such as Winmart Home (fibre and cosmetics), WinMart Care
(body care cosmetics), WinMart Cook (pre-processed and processed food), and WinMart Good (natural
and organic products). Moreover, Winmart+ also provide high-tech clean vegetable and fruits from their
own supplier- WinEco which is applying world-class advanced technology meeting VietGAP and GlobalGAP
standards. The parent company, Vingroup, has chosen 3 partners, Netafim (Israel), Kubota (Japan) and
Teshuva Agricultural projects - TAP (Israel) to import clean agricultural technology with a total value of
over 1 trillion VND.
Figure 27: Winmart Cook. Figure 28: Winmart Care
P a g e | 25
Figure 29: Winmart Home. Figure 30: WinEco
In addition, Winmart+ also negotiates with national brand manufacturers to have exclusive distribution
rights. Specifically, in June 2021, Winmart+ has a combination with Phuc Long kiosk located at the store
for customers Shopping while enjoying coffee, milk tea. It is expected that in the next 18-24 months, 1,000
models of WinMart+ combined with Phuc Long will be opened in Ho Chi Minh City and Hanoi. Not only
that, Winmart+ also works with Techcombank financial services, customers paying with Techcombank
Debit card at Phuc Long kiosk or Winmart+ will get 50% refund for the first transaction. Customers can
also open Techcombank cards at the counter immediately without going to the bank.
Figure 31: Phuc Long kiosk and Techcombank in Winmart+ store
P a g e | 26
3. Targeted Price Point
The target price point for Winmart+ merchandise can be shown in table below:
Average cost Percentage

No. Merchandise group
(VND/unit) (%)
30.000 62%
1 Vegetable - Fruit 45.000 30%
165.000 8%
50.000 40%
2 Meat - Egg - Seafood 100.000 42%
180.000 18%
25.000 35%
3 Processed food 60.000 55%
75.000 10%
23.000 67%
4 Dry food - spices 42.000 22%
115.000 11%
15.000 78%
5 Refreshment
40.000 22%
6 Dairy products 30.000 78%
P a g e | 27
60.000 17%
112.000 5%
30.000 20%
7 Detergent - Cosmetics 80.000 47%
155.000 33%
65.000 42%
8 Personal care products 130.000 45%
200.000 13%
70.000 19%
Mom & baby care

9 230.000 55%
products
850.000 26%
45.000 47%
10 Only at Winmart+ 70.000 33%
150.000 20%
Table 3: Winmart+ target price point for each merchandise group
4. Frequent shopper programs
VinID is a point a card to member client of Vingroup. Winmart+ has provided a Loyalty Program on VinID
and membership cards for customers. VinID integrates many functions (such as the online market,
accumulating points to exchange gifts or vouchers, reward hunting, etc) to provide the best experience
for customers.
P a g e | 28
Figure 32: Winmart+ member card for the customer
Besides, the Loyalty Program also has bronze, silver, gold, platinum level according to the accumulated
points. From that, customers will have the specific privilege as well as some brand deals and other
rewards.
Figure 33: Display of VinID app
P a g e | 29
VIII. Marketing Communications Mix
1. Paid advertisement
In general, there would be three main paid approaches for Winmart+ to advertise itself. Firstly, the social
ads. Next the search ads and finally using key opinion leader (KOLs) to promote.
a. Social advertisement
With this approach, Winmart+ should take consideration into three primary platforms: Facebook, Tiktok,
and Youtube. These are the most popular channels and contain potential advantages for marketing
Winmart+. Keeping up with today's trends, Winmart+ should use bumper ads - a type of short video ad
format designed to allow you to reach more customers and increase awareness about your brand by using
a short, memorable message. With videos of 6 seconds or less, bumper ads let you reach people with bite-
sized messages while providing a minimal impact on their viewing experience. However, spreading
Winmart+ image through posts shouldn’t be ignored with the rise of video ads.
Figure 34: Example of bumper ads on Youtube
b. Search advertisement
Search ads assist Winmart+ to quickly reach the demand of customers before they know or be aware of
its web existence. Products and services can intentionally appear on the top of Google every time any
P a g e | 30
related keywords are searched. And the more keywords are signed on Google, the more extension
customers can be reached, hence bringing Winmart+ far more beyond its target customers.
Figure 34: Example for search ads
The title “Quảng cáo” is the sign for using search ads to advertise the eBay e-commerce. They pay Google
for their top appearance in the search tool every time relevant keywords are mentioned. Winmart+ could
be the market leader if they plan to use such tool appropriately.
c. KOLs endorsement
To straightly compete with the conventional market and other convenient stores, it would be a wise
choice if Winmart+ sponsors celebrities who are famous for a typical mom role such as Trang Lou, Giang
Oi, Oc Thanh Van for their daily shopping and gain the customer faith using brand ambassadors. The
approach would also fit to advertise for some new launches of the product line, which quickly popularizes
to all customers.
Figure 35: Example of how Shopee choose ambassador
P a g e | 31
For example, Shopee in this advertisement conveys a message about family, marketing itself as a market
for even dad and daughters. Winmart+ can apply for the image as the market for modern housewives.
2. Type of Unpaid advertisements

Besides the types of paid advertising such as advertising on websites, Youtube, on TV, distributing leaflets,
etc, there are other types of free advertising. Recently, we have witnessed the rise of social networks in
terms of entertainment, connection, and commerce. And Winmart+ is also making good use of this social
media. The type of organic communication that Winmart+ has used are all assets belonging to this brand
or business such as website, social media channels (Facebook, Twitter…), Gmail, apps apps, and stores
(online and offline). These forms of advertising have a large number of users, spreading advertising
messages, bringing products and services to customers easily and naturally. High interaction between
customers and advertisers (businesses) with almost zero cost, great efficiency
Figure 36: Winmart supermarket Facebook page
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Figure 37: Winmart retail website
Anyone can advertise anything they want by sharing it with their friends in the media. In addition,
Winmart+ is also making full use of email advertising to notify them of updates such as sales and other
happenings, email is formal and completely free. Moreover, through these types of organic
communication, Winmart+ can directly interact with their customers and get direct customer feedback
about products, services, etc. Based on this Winmart+ can update their marketing frameworks, service
quality, and adjust their promotion and service quality.
3. Cooperative Advertising
Advertising cooperation is also one of the mutually beneficial business ways. Winmart+ quickly grasped
this business form. For example, in 2021, Winmart+ has cooperated with Phuc Long to open and sell Phuc
Long's products in Winmart+ stores or a mini mall integrated with Winmart+….
Figure 38: Kenh14 article about new Phuc Long kiosk in Winmart+ store.
P a g e | 33
Figure 39: Zing News artible on new type of retailer from Masan.
4. Type of Sales Promotions

Sales promotions are a type of marketing communication used to boost revenue by offering incentives or
added value to distributors, salespeople, or customers for a limited time. Special discounts, exhibitions,
demonstrations, and other non-recurring selling efforts that aren't part of the normal routine are
examples of sales promotion activities. Promotions are made to attract new customers, retain existing
customers, combat competition, and provide opportunistic advantages that are only revealed by market
research. It is made up of activities, internal and external, to enhance a company's sales. External
promotional activities include advertising, public relations activities, social and special sales events.
Internal promotions include store displays, product displays and brochures, and promotions such as
premium prizes or contests.
There are four available types of sales promotions that Winmart+ has applied for the previous stores and
a new store such as Discounted Products, Holiday Promotions/ Anniversary Promotions, Combo
promotion/ Buy One - Give One, and Branded Gifts.
Product price reduction by percentage increment is possibly the most popular type of sales promotion
that Winmart+ usually takes. Customers love to grab a bargain, so it makes sense to offer discounts every
now and then. Always consider their bottom line and be sure to not constantly have a sale, as people will
think of this as a rare occasion
Customers tend to take a break and spend a lot of money on holidays and important occasions thinking
that close friends will buy a lot of discounts. Holiday Promotions/ Anniversary Promotions (Birthday,
Christmas, ...) are attractive types of sales promotions. Customers tend to take a break and spend a lot of
money on holidays and important occasions thinking that close friends will buy a lot of discounts, making
it the perfect opportunity for Winmart+ to get your brand out there and sell more products. Attracting
customers with light discount campaigns at these times makes Winmart+ sell a lot of products
P a g e | 34
The next type of sales promotion is that customers are extremely interested in Winmart+ Buy One - Give
One. Customers feel comfortable and convenient and do not hesitate in making the decision of buying.
They will feel very good when they spend the money on 1 product and get 2 products.
Finally, because everyone enjoys getting something for nothing, Product / Brand Gifts make excellent sales
promotions. It not only allows potential buyers to taste Winmart products, but it also encourages them
to purchase them. Customers who purchase orders worth more than 1 million VND, for example, will
receive a Vinhomes face towel. Customers will get the opportunity to try Vinhomes face towels, and if
they like them, they will buy and use them in the future. As a result, Product Gifts / Brand Gifts help
customers remember the brand, create value, and become the reason they buy Winmart+ products.
Figure 40: Winmart sales promotion
Winmart+ has combined many types of discounts to create discount strategies that bring huge profits.
Not only earn money, but also make customers happy and comfortable when shopping. This is really a
smart strategy in retail business.
IX. Customer service

Customer service is the interaction between the buyer and the company that provides the products or
services. A good customer service is one of the factors that contribute to the success of the business. In
order to pursue customer satisfaction, Winmart+ collects and resolves customer feedback via website,
email, hotline and Facebook page.
- Winmart+ customer service via website (winmart.vn): Customer can send a request form on
Winmart+ website regarding any disturbances and the customer service department would
P a g e | 35
contact the customer as soon as possible via email to provide a solution for their problems. In
addition, the website is frequently updated the products available at the nearest Winmart+ store
from the customer location, hence, consumers can check for the product availability before
shopping.
- Winmart+ customer service via email (cskh@winmart.masangroup.com): Occasionally,
Winmart+ will conduct a feedback survey via email to collect customer opinion regarding to their
performance and quickly response to customer demands wishes by changing the operation and
merchandise assortment. Moreover, after placing an order via website customers would receive
an email informing about the status of their order. Vice versa, customers could also contact
Winmart+ employee via email to check up on the online orders status and make adjustment if
required.
- Winmart+ customer service via hotline (0247 1066866): The hotline provides customers a mean
to directly contact the customer service department and receive personal support. Hotline
employees can assist and help resolve customer’s problems case by case.
- Winmart customer service via Facebook page: Customers who are not familiar with email
interaction could find support via Facebook messaging. An admin would then assist the customers
in similar method as a hotline employee.
Moreover, Winmart+ also collect customer data regarding to geographic, demographic, psychographic
and behavioral information via an all-in-one app called VinID with over 8 million users nationwide.
Through analyzing the data, Winmart+ is able to obtain customer insights, understand the markets, track
their sales performance and follow-up with loyal customers to continuously improve the business. Masan
Group’s goal for implementing this mean is to exchange customer data with their national and
international partner suppliers to create new private brands that align with the latest customers demand
at the time. For instance, via data analysis, in 2020, 80% of Winmart+ customers are women, and hence,
Winmart+ plans to release new spices and parental categories to help put less pressure on women who
might be struggle with work-life balance.
X. Store layout and design

In view of maintaining the synchronized image and signature characteristics of the stores throughout the
whole chain, Winmart+’s store layout as well as design should be analyzed according to some certain
standards. These standards would have the common purpose of bringing convenience, comfort and
P a g e | 36
amazement in the shopping experience to the customers. Therefore, the new store’s design and
decoration would be formed and still be able to keep the Winmart+ vibe.
1. Store design objectives

Bearing the characteristics of a common convenience store, the new store of Winmart+ would be located
in the ground floor of a residential building in Saigon Pearl. Its front width and area are estimated to be
around 7 meters and 160 square meters respectively. Owning such an advantage compared to other
convenience stores, Winmart+ has a chance to design its layout more easily to attract more customers.
The new store in Saigon Pearl should use up its spatial area to fit in 10 major merchandise categories,
namely mentioned in the merchandise mix section above. Since the layout and the order of the goods
displayed would tremendously affect the customers’ shopping behaviour and time spent at the store,
Winmart+ uses grid layout design for its stores, which is suitable for convenience stores’ small space
compared to other types of retailers. Moreover, the grid layout that they use also helps them in easing
out the store and aisles categorizing process.
Figure 41: Winmart+ grid layout
Apart from the grid layout, the store display and product order should also be taken into consideration.
The reason why is that the more attractive the store display, the more customer retention rate the store
would get.
P a g e | 37
2. Criteria for new store
a. Design layout
Based on the predetermined grid layout, the new store in Saigon Pearl would bear a resemblance to other
stores. It would have the cashier placed along the wall near the entrance, with parallel racks and shelves
occupying most of the space in the middle for most of the items, ranging from Detergent - Cosmetics;
Personal care products; Mom & baby care products; Dry foods & spices and Only at Winmart+. In addition
to the center area, there are different sections and equipment placed along the wall for perishable or
special items. For instance, there would be at least 2 large refrigerators for refreshment like drinks, usually
placed at the very back of the store and facing the entrance. At least one freezer is required and places
along the wall for storing frozen food like ice-cream or meat and seafood. Moreover, 1-2 refrigerated
display counters should be included in the store and placed next to or near the freezer so as to store dairy
products, processed food and vegetables like cakes, milk, rice, noodles, cabbages, etc.
In addition to the basic display of the goods, the new Winmart+ store would also collaborate with Phuc
Long, a well-known tea brand. The new store in Saigon Pearl would place a small kiosk next to the cashier
for Phuc Long with their original logo, design, and color. By this way, the new store would increase its
chance to attract and retain more customers, thus increasing the customer loyalty and sales. Further
details on the layout would be illustrated by a diagram in the next part.
b. Fixtures
In convenience stores and regular retailers like Winmart+, they will be attached to the shelves, product
display shelves, temperature, light, and more.
- Display Racks: In Winmart+, display shelves are mostly used, in addition to using shelves to
arrange products such as fruits, vegetables, and fruits... They also contribute to promoting the
enjoyment of customers. The requirements of these shelves must be solid and durable to be used
for a long time.
- Display cabinets: Display cabinets at Winmart+ are often used to preserve frozen products and
are transported long distances such as frozen seafood, meats, fish... Helps to keep the products
in a fresh and beautiful condition all the time. The arrangement of products also needs to be neat
to save space for other products.
P a g e | 38
c. Other criteria
- Lightning, heating, and temperature control: Built on a sustainable strategy by Winmart+, the new
store will also use 100% LED lighting, natural light and an automatic temperature control system
leading to reduced energy consumption.
- Smell: Winmart+ will use an automatic odor filtration system and take measures to handle
leftovers, damaged products and have a good way of preserving food to create a clean and cool
space for customers when shopping at Winmart+
- Staff: New employees for the new store in Saigon Pearl would be required to join a training session
before getting officially hired. Moreover, they must be kind, generous, dedicated, and friendly
towards the customers in order to enhance the customers’ shopping services.
3. Final layout and detailed explanation:

The new store's layout follows the multi-aisle Grid Store Layout design that connects all available product
display shelves and the various collection areas. Total area needed for the new store is estimated at 160
square meters with a front of 7 meters. The layout with parallel lines covers the entire inside of the store
to create convenience for customers when shopping. at Winmart+.
Outside the window, customers will see hundreds of items displayed neatly, one side will have a cashier
counter, a small Phuc Long kiosk, a spacious and comfortable space to help customers move around.
comfortable. Deep inside in the back is the warehouse area.
P a g e | 39
Figure 42: Detailed layout and design for the new Winmart+ store in Saigon Pearl
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tphcm-va-ha-noi-gan-nha-nhat/
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c849a1241952.html
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XII. Appendix
Table A.1
Binh Binh Binh Binh

Tan Tan Binh Tri Binh Tri
Distance An Lac Tri Hung Hung Hung
Tao Tao A Dong A Dong B
matrix Ward Dong Hoa Hoa A Hoa B
Ward Ward Ward Ward
Ward Ward Ward Ward
Tan Tao
Building 1.2 2.7 6.1 4 2.7 4.1 8.6 6.7 7.2
Store
An Gia Star
Building 1 4.8 6.2 3.5 5.2 4.2 8.2 5.7 6.4
Store
393 Kinh
Duong
6.1 5.5 2.8 4.8 6.9 2.1 9.8 7.4 9.6
Vuong
Store
344 Binh
Tri Dong 4.2 7.5 7.2 2.1 2.9 4.1 5 1.7 5.1
Store
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608 Le Van
3.2 8 7.7 2.8 1.8 4.6 3.6 1.6 3.9
Quoi Store
173 Lien
Khu 4-5 6.3 10 11.4 7.1 5.7 7.9 2.3 4.2 0.9
Store
39 1st
Street 4.9 5.6 3.8 2.5 4.5 1.4 9.2 6.5 8.7
Store
145A Le
Dinh Can 1.5 3.8 5.6 2.1 1.8 2.5 6.8 4.4 6.5
Store
179 Tran
Thanh Mai 1.6 2.8 6.1 4 6.6 4.2 8.8 7.1 7.4
Store
55 Truong
Phuoc Phan 4.6 6.8 6 0.65 4.4 3.3 6.9 3.5 6.9
Store
50-52 50A
Street 1.4 2.6 5.3 2.9 2.6 2 8.3 5.6 7.8
Store
82 Ninth
Street 6.1 9.8 11.2 6.6 5.4 7.4 0.4 3 2
Store
Thai Son
Building 0.85 2.5 5.7 3.6 2.3 3.9 7.9 6.3 6.5
Store
102 29th
Street 3.4 4.4 4.5 1.1 2.8 1.4 7.7 5.1 7.3
Store
28 14th
Street 5 8.3 8 2.2 3.1 4.9 3.8 1.4 5.5
Store
1D 5F
Street 6.1 9.7 9 3.3 4.3 5.9 2.8 0.7 4.4
Store
319 Chien
2.9 4.7 5.2 0.85 2.1 2 6.7 3.3 6.3
Luoc Store
P a g e | 43
94 Fourth
Street 5.6 8.8 7.3 2.3 3.8 5.4 5.5 2.9 6.5
Store
Table A.2
Distance W W W W W
W1 W5 W6 W11 W12 W13 W14 W15 W17 W19 W 28
matrix 21 22 25 26 27
Opal
Building 5 6.5 6.3 6.5 5.7 7.8 5 3.8 2.6 1.8 2.4 0.4 3.1 5.3 5.4 8.1
store
298 Phan
Van Tri
2.5 1.4 1.5 0.17 1.2 2.1 1.5 3.7 4.5 4.8 5.1 6 4.1 2.3 4.7 7.3
Street
store
45A2
Nguyen
Thuong 2.8 0.35 1.2 1.7 2 2.9 1.8 4.5 4.8 5 5.2 6.5 5.8 3.6 5.4 8.4
Hien Street
store
121
Nguyen
Van Dau 2.1 0.6 0.35 1.3 1.5 3.5 1.5 3.5 4.1 4.7 4.3 5.9 4.2 2.7 5.1 2.9
Street
store
323 Bui
Huu Nghia
0.5 2.2 2.1 2.2 2 4 0.6 1.3 3 3.6 3.7 4.6 2.9 2.7 3.9 6.6
Street
store
1050
Apartment 3.4 2.7 2.8 1.2 0.65 1.9 2.4 3.1 4.3 4.3 5.9 5.5 3.3 1.8 3.7 6.3
store
372A No
Trang Long
4.7 4.4 5.3 0.85 2.8 1.5 4 3.2 4 4.4 6 5.6 2.9 1.4 3.2 5.9
Street
store
54 Huynh
Man Dat 3.7 4.7 4.5 4.8 4 6 3.2 2 0.9 0.22 0.85 1.4 2.7 4.2 3.7 6.3
Street
P a g e | 44
store
Saigonres
3.8 3.1 3.2 1.9 1.7 1.5 2.8 4.1 5 5.4 5 6.5 4.4 0.65 5.4 8.1
Plaza store
107 Street
3.4 3.7 3.8 2.6 0.6 2.6 2.7 1.9 2.8 3.1 4.7 4.3 2.1 0.45 2.4 5.1
1 store
102 Ung
Van Khiem
4 4.9 4.7 4.9 4.1 5.6 3.4 2.2 2.7 3.1 5 4.2 1 3.7 3.2 5.9
Street
store
16 Xo Viet
Nghe Tinh
2.6 4.4 4.2 4.5 3.7 5.7 2.9 1.7 0.18 1 0.55 1.9 2.4 3.3 3.4 6
Street
store
110 Ngo
Tat To
4.9 5.8 5.6 5.8 5 7.1 4.3 3.1 2.1 0.95 1.9 0.75 3.6 4.7 4.7 7.4
Street
store
201
Nguyen Xi
3.8 3.5 3.6 2.2 1 1.9 3.1 2.3 3.1 3.5 5.1 4.6 2 0.5 2.3 5
Street
store
Thuy Loi
Apartment 3.7 2.9 3 2 1.8 1.6 2.7 4.3 5 5.3 5.1 6.4 4.5 0.7 5.5 8
store
80/22 Xo
Viet Nghe
4.9 6.7 5 4.4 3.4 4 3.7 2.5 3 3.4 5.3 4.5 1.2 2.1 1.3 4.2
Tinh Street
store
602 Dien
Bien Phu
5.3 6.3 6 6.3 5.5 7.5 4.7 3.6 2.9 2.1 1.8 0.9 2.8 5.3 5.2 7.8
Street
store
115C Dien
Bien Phu
3 3.9 3.6 3.9 3.1 5.1 2.3 1.1 0.8 1.8 1 3 1.9 3 2.8 5.4
Street
store
P a g e | 45
135/37
Nguyen
Huu Canh 5 6.1 5.9 6.2 5.4 7.4 4.6 3.5 2.6 1.8 1.9 0.85 2.7 5.8 5.1 7.7
Street
store
10 D5
Street 3.9 6.1 4.6 5 5.2 4.2 3.2 2.1 2.6 2.9 4.9 4.1 0.6 2.4 1.8 4.5
store
637 Xo Viet
Nghe Tinh
5 5.9 6.6 4.8 5 4 3.7 2.6 3.1 3.4 4.2 4.6 1.3 0.85 1.4 4
Street
store
218 Phan
Van Han
1.5 5 4.8 5 4.2 6.3 3.5 1.6 0.6 1.7 1.1 2.5 3 3.8 3.9 6.6
Street
store
54 Thanh
Da Street 5.5 7 7.7 5.9 4.2 5.1 4.9 3.7 4.2 4.6 5.3 5.7 2.4 2.8 0.45 3.1
store
Manor
Officetel 4.4 5.7 5.5 5.8 5 7 4.2 3 2 1.2 1.5 0.4 3.6 4.6 4.6 7.3
store
13 Nguyen
Van
Thuong 3.4 4.3 4 4.3 3.5 5.6 2.7 1.6 2.1 2.4 4.4 3.6 0.85 3.1 3.2 5.8
Street
store
182B
Nguyen
Huu Canh 5.4 5.8 5.6 5.8 5 7.1 4.3 3.1 3 2.2 1.8 0.55 2.4 4.6 4.7 7.4
Street
store
52 Dien
Bien Phu
1.3 4.8 4.6 4.9 4.1 6.1 3.3 1.4 0.8 2.8 1.3 4 2.9 3.7 3.8 6.4
Street
store
Landmark
6 3.7 4.5 4.3 4.6 3.7 5.8 3 1.9 2.3 2.7 4.6 1.9 1.1 3.4 3.4 6.1
Apartment,
P a g e | 46
Landmark
81 store
Newport
Vinhomes 3.6 4.4 4.1 4.4 3.9 5.5 3.1 2 2.2 2.6 4.5 2.1 1 3.7 3.5 6.2
store
120 Huynh
Dinh Hai
0.8 1.7 1.7 1.7 1.6 3.6 0.16 2 3.1 3.3 3.5 4.4 2.8 2.2 3.8 6.5
Street
store
Table B.1
Size (square Travelling distance 𝑺𝒋

Location P
meters) (Km) 𝑻𝒊𝒋 𝒃
Tan Tao Ward
Tan Tao Building Store 150 1.2 86.8055556
An Gia Star Building Store 190 1 190
393 Kinh Duong Vuong

210 6.1 0.92518757
Store
344 Binh Tri Dong Store 200 4.2 2.6994925
608 Le Van Quoi Store 230 3.2 7.01904297
173 Lien Khu 4-5 Store 160 6.3 0.6398797
39 1st Street Store 160 4.9 1.35997756

0.098326557
145A Le Dinh Can Store 200 1.5 59.2592593
179 Tran Thanh Mai Store 200 1.6 48.828125
55 Truong Phuoc Phan

200 4.6 2.05473823
Store
50-52 50A Street Store 160 1.4 58.3090379
82 Ninth Street Store 150 6.1 0.66084826
Thai Son Building Store 250 0.85 407.083249
102 29th Street Store 220 3.4 5.59739467
P a g e | 47
28 14th Street Store 230 5 1.84
1D 5F Street Store 240 6.1 1.05735722
319 Chien Luoc Store 180 2.9 7.3803764
94 Fourth Street Store 230 5.6 1.30967566
Table B.2

Location P
Tan Tao A Ward
An Gia Star Building Store 190 4.8 1.71802662

210 5.5 1.26220887
Store
608 Le Van Quoi Store 230 8 0.44921875
173 Lien Khu 4-5 Store 160 10 0.16
39 1st Street Store 160 5.6 0.91107872

0.134717011

200 6.8 0.63606758
Store
50-52 50A Street Store 160 2.6 9.10332271
Thai Son Building Store 250 2.5 16
102 29th Street Store 220 4.4 2.58264463
28 14th Street Store 230 8.3 0.40224769
P a g e | 48
1D 5F Street Store 240 9.7 0.26296384
319 Chien Luoc Store 180 4.7 1.73371989
Table B.3

Location P
An Lac Ward

210 2.8 9.56632653
Store
608 Le Van Quoi Store 230 7.7 0.5037971
173 Lien Khu 4-5 Store 160 11.4 0.10799544
39 1st Street Store 160 3.8 2.91587695

0.025784852

200 6 0.92592593
Store
50-52 50A Street Store 160 5.3 1.07471268
102 29th Street Store 220 4.5 2.41426612
28 14th Street Store 230 8 0.44921875
1D 5F Street Store 240 9 0.32921811
319 Chien Luoc Store 180 5.2 1.28015476
P a g e | 49
Table B.4

Location P
Binh Tri Dong Ward
Tan Tao Building Store 150 4 2.34375

210 4.8 1.89887153
Store
608 Le Van Quoi Store 230 2.8 10.4774052
173 Lien Khu 4-5 Store 160 7.1 0.44703851
39 1st Street Store 160 2.5 10.24
179 Tran Thanh Mai Store 200 4 3.125

0.001772301
200 0.65 728.265817
Store
50-52 50A Street Store 160 2.9 6.56033458
102 29th Street Store 220 1.1 165.289256
28 14th Street Store 230 2.2 21.6003005
1D 5F Street Store 240 3.3 6.67835379
319 Chien Luoc Store 180 0.85 293.099939
P a g e | 50
Table B.5

Location P
Binh Tri Dong A Ward

210 6.9 0.63925189
Store
608 Le Van Quoi Store 230 1.8 39.4375857
173 Lien Khu 4-5 Store 160 5.7 0.86396354
39 1st Street Store 160 4.5 1.7558299

0.044255885
200 4.4 2.34785875
Store
50-52 50A Street Store 160 2.6 9.10332271
102 29th Street Store 220 2.8 10.0218659
28 14th Street Store 230 3.1 7.72045249
1D 5F Street Store 240 4.3 3.01860214
319 Chien Luoc Store 180 2.1 19.436346
P a g e | 51
Table B.6

Location P
Binh Tri Dong B Ward

210 2.1 22.675737
Store
608 Le Van Quoi Store 230 4.6 2.36294896
173 Lien Khu 4-5 Store 160 7.9 0.32451794
39 1st Street Store 160 1.4 58.3090379

0.008911525
200 3.3 5.56529482
Store
50-52 50A Street Store 160 2 20
102 29th Street Store 220 1.4 80.1749271
28 14th Street Store 230 4.9 1.95496774
1D 5F Street Store 240 5.9 1.16857128
319 Chien Luoc Store 180 2 22.5
P a g e | 52
Table B.7
Size (square Travelling 𝑺𝒋

Location P
meters) distance (Km) 𝑻𝒊𝒋 𝒃
Binh Hung Hoa Ward
Tan Tao Building

150 8.6 0.23582829
Store
An Gia Star
190 8.2 0.34459744
Building Store
393 Kinh Duong

210 9.8 0.22312132
Vuong Store
344 Binh Tri

200 5 1.6
Dong Store
608 Le Van Quoi

230 3.6 4.92969822
Store
173 Lien Khu 4-5

160 2.3 13.1503246
Store
39 1st Street
160 9.2 0.20547382
Store
0.0000989067
145A Le Dinh
200 6.8 0.63606758
Can Store
179 Tran Thanh

200 8.8 0.29348234
Mai Store
55 Truong
Phuoc Phan 200 6.9 0.60881133
Store
50-52 50A Street

160 8.3 0.27982448
Store
82 Ninth Street
150 0.4 2343.75
Store
Thai Son
250 7.9 0.50705928
Building Store
102 29th Street

220 7.7 0.48189288
Store
P a g e | 53
28 14th Street
230 3.8 4.19157312
Store
1D 5F Street
240 2.8 10.9329446
Store
319 Chien Luoc

180 6.7 0.59847787
Store
94 Fourth Street
230 5.5 1.38241923
Store
Table B.8

Location P
Binh Hung Hoa A Ward

210 7.4 0.51823189
Store
608 Le Van Quoi Store 230 1.6 56.1523438
173 Lien Khu 4-5 Store 160 4.2 2.159594

0.000544283
39 1st Street Store 160 6.5 0.58261265

200 3.5 4.66472303
Store
50-52 50A Street Store 160 5.6 0.91107872
82 Ninth Street Store 150 3 5.55555556
P a g e | 54
102 29th Street Store 220 5.1 1.65848731
28 14th Street Store 230 1.4 83.819242
1D 5F Street Store 240 0.7 699.708455
319 Chien Luoc Store 180 3.3 5.00876534
Table B.9

Location P
Binh Hung Hoa B Ward

210 9.6 0.23735894
Store
608 Le Van Quoi Store 230 3.9 3.87734116
173 Lien Khu 4-5 Store 160 0.9 219.478738
39 1st Street Store 160 8.7 0.24297535

0.001578332

200 6.9 0.60881133
Store
50-52 50A Street Store 160 7.8 0.3371601
82 Ninth Street Store 150 2 18.75
102 29th Street Store 220 7.3 0.56552798
P a g e | 55
28 14th Street Store 230 5.5 1.38241923
1D 5F Street Store 240 4.4 2.8174305
319 Chien Luoc Store 180 6.3 0.71986467
Table B.10

Location P
Ward 1
Opal Building store 170 5 1.4
298 Phan Van Tri Street store 90 2.5 5.8
45A2 Nguyen Thuong Hien Street

80 2.8 3.6
store
121 Nguyen Van Dau Street store 100 2.1 10.8
323 Bui Huu Nghia Street store 110 0.5 880.0
1050 Apartment store 100 3.4 2.5
372A No Trang Long Street store 120 4.7 1.2
54 Huynh Man Dat Street store 110 3.7 2.2

0.00109
Saigonres Plaza store 140 3.8 2.6
107 Street 1 store 90 3.4 2.3
102 Ung Van Khiem Street store 110 4 1.7
16 Xo Viet Nghe Tinh Street store 120 2.6 6.8
110 Ngo Tat To Street store 100 4.9 0.8
201 Nguyen Xi Street store 130 3.8 2.4
Thuy Loi Apartment store 120 3.7 2.4
80/22 Xo Viet Nghe Tinh Street store 110 4.9 0.9
P a g e | 56
602 Dien Bien Phu Street store 150 5.3 1.0
115C Dien Bien Phu Street store 140 3 5.2
135/37 Nguyen Huu Canh Street

130 5 1.0
store
10 D5 Street store 130 3.9 2.2
637 Xo Viet Nghe Tinh Street store 150 5 1.2
218 Phan Van Han Street store 110 1.5 32.6
54 Thanh Da Street store 120 5.5 0.7
Manor Officetel store 150 4.4 1.8
13 Nguyen Van Thuong Street store 100 3.4 2.5
182B Nguyen Huu Canh Street store 140 5.4 0.9
Landmark 6 Apartment, Landmark 81

160 3.7 3.2
store
Newport Vinhomes store 170 3.6 3.6
120 Huynh Dinh Hai Street store 110 0.8 214.8
Table B.11

Location P
Ward 5
Opal Building store 170 6.5 0.6

80 0.35 1865.9 0.000254
store
P a g e | 57
107 Street 1 store 90 3.7 1.8
102 Ung Van Khiem Street store 110 4.9 0.9
80/22 Xo Viet Nghe Tinh Street

110 6.7 0.4
store
115C Dien Bien Phu Street store 140 3.9 2.4

130 6.1 0.6
store
218 Phan Van Han Street store 110 5 0.9
54 Thanh Da Street store 120 7 0.3
Landmark 6 Apartment, Landmark

160 4.5 1.8
81 store
P a g e | 58
Table B.12

Location P
Ward 6

80 1.2 46.3
store

0.000274
107 Street 1 store 90 3.8 1.6
Thuy Loi Apartment store 120 3 4.4
80/22 Xo Viet Nghe Tinh Street

110 5 0.9
store
602 Dien Bien Phu Street store 150 6 0.7
P a g e | 59
130 5.9 0.6
store
13 Nguyen Van Thuong Street store 100 4 1.6

160 4.3 2.0
81 store
Table B.13

Location P
Ward 11

80 1.7 16.3
store
3.3E-
121 Nguyen Van Dau Street store 100 1.3 45.5 05
P a g e | 60
107 Street 1 store 90 2.6 5.1

130 6.2 0.5
store
10 D5 Street store 130 5 1.0

160 4.6 1.6
81 store
P a g e | 61
Table B.14

Location P
Ward 12

80 2 10.0
store
323 Bui Huu Nghia Street store 110 2 13.8
54 Huynh Man Dat Street store 110 4 1.7
107 Street 1 store 90 0.6 416.7

0.000811
110 Ngo Tat To Street store 100 5 0.8
201 Nguyen Xi Street store 130 1 130.0

130 5.4 0.8
store
P a g e | 62
Manor Officetel store 150 5 1.2
182B Nguyen Huu Canh Street store 140 5 1.1

160 3.7 3.2
store
Table B.15

Location P
Ward 13

80 2.9 3.3
store

0.001996
107 Street 1 store 90 2.6 5.1
P a g e | 63
80/22 Xo Viet Nghe Tinh Street store 110 4 1.7

130 7.4 0.3
store

160 5.8 0.8
store
Table B.16
Size 𝑺𝒋
Travelling
Location (square P
distance (Km) 𝑻𝒊𝒋 𝒃
meters)
P a g e | 64
Ward 14
Opal Building store 170 5 1.4
45A2 Nguyen Thuong Hien Street store 80 1.8 13.7
372A No Trang Long Street store 120 4 1.9
107 Street 1 store 90 2.7 4.6

4.94E-
05
135/37 Nguyen Huu Canh Street store 130 4.6 1.3
P a g e | 65
Landmark 6 Apartment, Landmark 81 store 160 3 5.9
26855.
120 Huynh Dinh Hai Street store 110 0.16
5
Table B.17
Size 𝑺𝒋
Travelling
Location (square P
meters)
Ward 15
372A No Trang Long Street store 120 3.2 3.7 0.00692
107 Street 1 store 90 1.9 13.1
P a g e | 66
10 D5 Street store 130 2.1 14.0
Landmark 6 Apartment, Landmark 81 store 160 1.9 23.3
Newport Vinhomes store 170 2 21.3
120 Huynh Dinh Hai Street store 110 2 13.8
Table B.18
Size 𝑺𝒋
Travelling
Location (square P
meters)
Ward 17

0.0004
42
P a g e | 67
Saigonres Plaza store 140 5 1.1
107 Street 1 store 90 2.8 4.1
20576.
16 Xo Viet Nghe Tinh Street store 120 0.18
1
80/22 Xo Viet Nghe Tinh Street store 110 3 4.1
182B Nguyen Huu Canh Street store 140 3 5.2
P a g e | 68
Table B.19
Size 𝑺𝒋
Travelling
Location (square P
meters)
Ward 19
45A2 Nguyen Thuong Hien Street store 80 5 0.6
10330.
54 Huynh Man Dat Street store 110 0.22
6
0.0026
Saigonres Plaza store 140 5.4 0.9 87
107 Street 1 store 90 3.1 3.0
P a g e | 69
Table B.20
Size 𝑺𝒋
Travelling
Location (square P
meters)
Ward 21

0.0092
08
P a g e | 70
Saigonres Plaza store 140 5 1.1
107 Street 1 store 90 4.7 0.9
P a g e | 71
Table B.21
Size 𝑺𝒋
Travelling P
Location (square
meters)
Ward 22
298 Phan Van Tri Street store 90 6 0.4
107 Street 1 store 90 4.3 1.1

0.4008
58
P a g e | 72
52 Dien Bien Phu Street store 110 4 1.7
Table B.22
Size 𝑺𝒋
Travelling P
Location (square
meters)
Ward 25

0.0039
83
107 Street 1 store 90 2.1 9.7
P a g e | 73
10 D5 Street store 130 0.6 601.9
Newport Vinhomes store 170 1 170.0
Table B.23
Size 𝑺𝒋
Travelling P
Location (square 𝒃
distance (Km) 𝑻𝒊𝒋
meters)
Ward 26
P a g e | 74
107 Street 1 store 90 0.45 987.7

0.0003
48
P a g e | 75
Table B.24
Size 𝑺𝒋
Travelling P
Location (square 𝒃
distance (Km) 𝑻𝒊𝒋
meters)
Ward 27

0.0007
14
107 Street 1 store 90 2.4 6.5
P a g e | 76
10 D5 Street store 130 1.8 22.3
Table B.25
Size 𝑺𝒋
Travelling P
Location (square
meters)
Ward 28

0.0129
06
P a g e | 77
107 Street 1 store 90 5.1 0.7
P a g e | 78
Table C.1
Ward Store Market size (per year) P Market size × P
Tan Tao Ward 4 76712160000 0.098326557 7542842590
Tan Tao A Ward 1 19178040000 0.134717011 2583608221
An Lac Ward 1 19178040000 0.025784852 494502929
Binh Tri Dong Ward 1 19178040000 0.001772301 33989265.64
Binh Tri Dong A Ward 2 38356080000 0.044255885 1697482271
Binh Tri Dong B Ward 2 38356080000 0.008911525 341811176.7
Binh Hung Hoa Ward 2 38356080000 0.000098907 3793672.394
Binh Hung Hoa A Ward 3 57534120000 0.000544283 31314850.95
Binh Hung Hoa B Ward 1 19178040000 0.001578332 30269317.3
Total 12759614294
Table C.2
Ward Store Market size (per year) P Market size × P
Ward 1 1 19178040000 0.001089576 20895939.65
Ward 5 3 57534120000 0.000254347 14633622.45
Ward 6 1 19178040000 0.000274095 5256604.301
Ward 11 1 19178040000 3.3033E-05 633507.894
Ward 12 1 19178040000 0.000811074 15554800.92
Ward 13 1 19178040000 0.001996467 38288314.63
Ward 14 1 19178040000 4.94016E-05 947425.3865
Ward 15 1 19178040000 0.006919581 132704001.7
P a g e | 79
Ward 17 1 19178040000 0.000442247 8481437.241
Ward 19 1 19178040000 0.002687492 51540824.43
Ward 21 3 57534120000 0.009208223 529787022.9
Ward 22 6 1.15068E+11 0.400858041 46126029320
Ward 25 2 38356080000 0.003983204 152780075.2
Ward 26 5 95890200000 0.000347797 33350366.89
Ward 27 1 19178040000 0.000714402 13700828.08
Ward 28 1 19178040000 0.012906375 247518977.7
Total 47392103069.373
XIII. Contribution Table

Full name – Student ID Contribution
Nguyễn Đức Minh Thư – IELSIU19075 100%
Phan Huy Ngọc Diễm – IELSIU19126 100%
Nguyễn Thị Thái Bình – IELSIU19115 100%
Phạm Tuyết Ngân – IELSIU19048 100%
Lương Nguyễn Thảo Linh – IELSIU19188 100%
Ngô Trọng Gia – IELSIU19142 99%
Nguyễn Mạnh Hùng – IELSIU19162 98%
P a g e | 80

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School of Industrial Engineering & Management

OPEN NEW WINMART+ STORE

1. Goal and Objective 4

2. General Introduction about Vingroup and Masan 4

II. Propose Retail Type 5

2. Winmart+ Retail Type 5

III. Target Market 7

1. Retail sector in Vietnam: 7

2. Winmart+ Target Market Analysis 9

IV. Location site analysis 13

2. New Store Location 13

1. Types of products and services available at Winmart+ 16

2. Analysis of existing retailing channels of Winmart+ 16

VI. Merchandise Mix 19

2. Major brand Winmart+ carries 23

3. Private brand of Winmart+ (WinEco, Winmart cook): 24

2. Other Practices to compete with price 25

3. Targeted Price Point 27

VIII. Marketing Communications Mix 30

2. Type of Unpaid advertisements 32

4. Type of Sales Promotions 34

IX. Customer service 35

X. Store layout and design 36

1. Store design objectives 37

2. Criteria for new store 38

3. Final layout and detailed explanation: 39

XIII. Contribution Table 80

2. General Introduction about Vingroup and Masan

Figure 1: VinGroup Ecosystem diagram

II. Propose Retail Type

2. Winmart+ Retail Type

a. Location and size

d. Store Design and Display

III. Target Market

2. Winmart+ Target Market Analysis

Figure 6: Illustration of Winmart+’s Vegetables and Fruits line

Figure 7: Phuc Long kiosk inside Winmart+ store

2. New Store Location

Binh Tan District

Binh Thanh District

b. Determine market size of evey ward

100 × 30 × 𝑋 + 150 × 𝑋 = 300,000,000

Therefore, X is approximated to be 68493 customers/year/Winmart+ stores. The estimated amount of

𝑀𝑎𝑟𝑘𝑒𝑡 𝑠𝑖𝑥𝑒 𝑓𝑜𝑟 𝑊𝑎𝑟𝑑 𝑖 = 280,000 × 68493 × 𝑛

With ni = the number of Winmart+ convenience store in Ward i.

The expected sales of each district would follow the formular:

𝐸𝑥𝑝𝑒𝑐𝑡𝑒𝑑 𝑠𝑎𝑙𝑒𝑠 𝑜𝑓 𝐷𝑖𝑠𝑡𝑟𝑖𝑐𝑡 𝑎 = 𝑚𝑎𝑟𝑘𝑒𝑡 𝑠𝑖𝑧𝑒 𝑜𝑓 𝑊𝑎𝑟𝑑 𝑖 × 𝑃

c. New store analysis

2. Analysis of existing retailing channels of Winmart+

Figure 8: Winmart+ store.

Figure 9: VinID App.

Figure 10: Promotions on VinID App.

Figure 12: Winmart+’s old catalog.

Figure 13: Winmart’s hotline.

VI. Merchandise Mix

Figure 15: Merchandise mix diagram of Vegetables - Fruits

Figure 16: Merchandise mix diagram of Meat – Egg – Seafood

Figure 17: Merchandise mix diagram of Processed foods

Figure 19: Merchandise mix diagram of Refreshment

Figure 20: Merchandise mix diagram of Dairy products

Figure 22: Merchandise mix diagram of Personal care products

2. Major brand Winmart+ carries