TON DUC THANG UNIVERSITY

BUSINESS ADMINISTRATION FACULTY

INTERNATIONAL BUSINESS

REPORT

SUBJECT: PRINCIPLE OF MARKETING

MARKETING PLAN TO LAUNCH ORGANIC PRODUCTS - HAPPY LUNCH

Lecture: NGUYEN THI TO MAI

Group: INSPIRATION

Group members:

Dương Ngọc Tuyết Anh - 721V0028

Lê Tiểu Băng - 721K0353

Phạm Hà Minh - 721V0032

Ho Chi Minh, May 2023

 CONTENTS
I. Introduction ................................................................................................................... 2

II. Target market .................................................................................................................. 3

2.1. Market segmentation ................................................................................................. 3

2.2. Target customer ......................................................................................................... 3

III. Key attributes of the product ........................................................................................ 4

3.1. Product quality .......................................................................................................... 4

3.2. Product features ......................................................................................................... 4

IV. Branding strategy .......................................................................................................... 6

4.1. Theory ....................................................................................................................... 6

4.2. Branding Strategy of HAPPY LUNCH .................................................................... 7

4.3. Brand Recognition .................................................................................................... 8

V. Packaging and labeling strategy ..................................................................................... 9

5.1. Packaging .................................................................................................................. 9

5.2. Labeling................................................................................................................... 10

5.3. Product Style ........................................................................................................... 11

5.4. Point-of-different..................................................................................................... 12

5.5. Product benefits ...................................................................................................... 13

VI. Support services .......................................................................................................... 13

REFERENCES .................................................................................................................. 15

1
 I. Introduction

Improving the quality of life in all aspects is the motivation for Vietnamese people to
pursue healthy eating habits. According to YouNet Media- Social, organic food is one of
the most common ways to eat healthily. 1
In modern society, prepared lunch is very popular. Prepared lunch refers to a packed lunch
for work or school, a pre-made meal that is reheated at home, or a ready-to-eat meal
purchased from a restaurant or grocery store.2
Market demand

Figure 1. Vietnamese individuals who do the survey often buy organic food (2021)
According to the survey conducted by Rakuten Insight in 9/2021, about 55% of Vietnamese
individuals who do the survey often buy organic food. Moreover, Vietnamnet 3, also said

1
Ynmadm. (2021, September 27). Healthy eating – làn sóng thay đổi Trong Thói Quen ăn Uống Của
Người Tiêu Dùng Việt. YouNet Media. https://younetmedia.com/healthy-eating-lan-song-thay-doi-trong-
thoi-quen-an-uong-cua-nguoi-tieu-dung-viet/
2Take online courses. earn college credit. Research Schools, Degrees & Careers. Study.com | Take

Online Courses. Earn College Credit. Research Schools, Degrees & Careers. (n.d.-a).
https://study.com/academy/lesson/what-is-prepared-food.html
3 Nguyen, M.-N. (2022, December 16). Vietnam: Frequency of purchasing organic food 2021. Statista.

https://www.statista.com/statistics/1008361/vietnam-frequency-of-purchasing-organic-

2
that Vietnam’s organic food market is getting more vibrant4 because the demand for
organic food among Vietnamese consumers is rising5.
According to Euromonitor, the Vietnam market for organic products, estimated at $5
billion in 2019, had grown at an average percentage of over 9% annually over the previous
5 years6. Therefore, Vietnam is a potential market for organic food.

II. Target market

2.1. Market segmentation

Market segmentation requires dividing a market into smaller segments with distinct needs,
characteristics or behaviors that might require separate marketing strategies or mixes.
(Principles of Marketing, 7th edition, Philip Kotler, Gary Armstrong).
According to a 2020 Nielsen Global Consumer Confidence Survey, health is a crucial
concern in Vietnam. Moreover, many clients indicated in this survey that they would be
willing to spend extra money on goods that may ensure health benefits. Besides, The
“Vietnam Insight Ebook 2021” (Kantar World Panel) showed that 79 percent of
Vietnamese clients who did the survey were willing to pay higher prices for foods that are
good for their health7.. Therefore, our target customers are individuals who have middle
income and above.
2.2. Target customer
Target customer is a set of buyers who share common needs or characteristics that the
company decides to serve. (Principles of Marketing, 7th edition, Philip Kotler, Gary
Armstrong).

food/#:~:text=According%20to%20the%20survey%20conducted,never%20purchased%20these%20food
%20products
4 VietNamNet News. (n.d.). Vietnam’s organic food market is getting more vibrant. VietNamNet News.

https://vietnamnet.vn/en/vietnams-organic-food-market-getting-more-vibrant-E214823.html
5 Nhu cầu sử dụng thức ăn organic ngày càng tăng của người Việt Nam. Moit.gov.vn. (n.d.).

https://moit.gov.vn/tu-hao-hang-viet-nam/nhu-cau-su-dung-thuc-pham-huu-co-cua-nguoi-viet-ngay-cang-
ta.html
6 USDA Foreign Agricultural Service. (2023, May 12). https://apps.fas.usda.gov/
7 USDA Foreign Agricultural Service. (2023, May 12). https://apps.fas.usda.gov/

3
The target customers of Happy Lunch are young people aged 18-35 who care about their
health but have limited time to prepare a well-balanced meal. It includes,
Workers or office workers who care about their health but have limited time to prepare, so
using organic lunch is both time-saving and healthy. Individuals want to lose weight or
keep fit but fear the calories or the insecurity of the meal.8

III. Key attributes of the product

3.1. Product quality

Definition: Product quality refers to the characteristics of a product or service that bear on
its ability to satisfy stated or implied customer needs (Principles of Marketing, 7th edition,
Philip Kotler, Gary Armstrong).
Rice (white rice and brown rice): using rice from Orgagro which has the organic certificate
- USDA (United States Department of Agriculture).9
Vegetables, meat, seafood, etc.: using the vegetables from Organica which has the
certificate USDA and EU standards according to Vietnam net.10
Dairy products: using the products from Hoasua Food which is a Vietnamese
internationally certified organic brand according to Vietnam net.11
3.2. Product features
Definition: Product features are a competitive tool for differentiating the company’s
product from competitors’ products (Principles of Marketing, 7th edition, Philip Kotler,
Gary Armstrong).

8
Ynmadm. (2021, July 16). “Healthy Một Cách trendy” - bắt kịp Xu Hướng Sống lành Mạnh Trên social
media Q3/2019 - KỲ 1. YouNet Media. https://younetmedia.com/healthy-mot-cach-trendy-bat-kip-xu-
huong-song-lanh-manh-tren-social-media-q3-2019-ky-1/
9 Linh, U. (2017, November 15). Thêm Thương Hiệu gạo Việt đạt chứng nhận hữu CƠ USDA. TUOI TRE

ONLINE. https://tuoitre.vn/them-thuong-hieu-gao-viet-dat-chung-nhan-huu-co-usda-
2017111511030448.htm
10 VietNamNet News. (n.d.). Organic produce is popular among Vietnamese consumers despite higher

prices. VietNamNet News. https://vietnamnet.vn/en/organic-produce-popular-among-vietnamese-

consumers-despite-higher-prices-E146114.html
11 VietNamNet News. (n.d.). Organic produce is popular among Vietnamese consumers despite higher

prices. VietNamNet News. https://vietnamnet.vn/en/organic-produce-popular-among-vietnamese-

consumers-despite-higher-prices-E146114.html

4
Happy Lunch ensures that each serving contains 500 up to 800 calories for women while
600 up to 1000 calories for men.12
Average an adult consumes 195 grams of brown rice.13 According to the U.S. Department
of Agriculture (USDA), 195 grams of brown rice comprises 218 calories.14
While it is recommended that a person who wants to lose weight should consume 85-140
grams of white rice.15 According to the U.S. Department of Agriculture (USDA), 100
grams of cooked white rice contains 130 calories.16
In terms of vegetables, each person should consume 190 grams of vegetables per day and
60.9 grams of fruit per day.17 The calories of raw vegetables is around 20 up 562 on
average.18
Regarding to meat, it is advised that a person should eat 134 grams of meat a day 19 which
provides average of 212 up to 304 calories depending on the type of meat.20

12 health.gov. (2018, January 17). Appendix 2. Estimated Calorie Needs per Day, by Age, Sex, and Physical
Activity Level. U.S.
13 Scott, J. (2023) Serving size of rice per person: Detailed guide 2023, Lacademie. Available at:

https://www.lacademie.com/serving-size-of-rice/ (Accessed: 14 May 2023).

14 Fooddata Central Search Results. FoodData Central. (n.d.). https://fdc.nal.usda.gov/fdc-app.html#/food-

details/168875/nutrients
15The Donut Whole. (2023, March 7). How many grams should I eat rice?. The Donut Whole.

https://www.thedonutwhole.com/how-many-grams-should-i-eat-rice/#:~:text=The%20number%20of%20
grams%20of,active%2C%20you%20may%20need%20more.
16 Rice, white, short-grain, enriched, cooked. FoodData Central. (2019, January 4).
https://fdc.nal.usda.gov/fdc-app.html#/food-details/168882/nutrients
17VietNamNet News. (2021, April 4). Meat consumption in VN is almost double the recommended amount.

VietNamNet News. https://vietnamnet.vn/en/meat-consumption-in-vn-is-almost-double-the-recommended-

amount-
724190.html#:~:text=In%202010%2C%20a%20Vietnamese%20consumed,consumption%20of%20fruit%
20and%20vegetable.
18 Vegetable calories. Calories.info. (n.d.). https://www.calories.info/food/vegetables
19VietNamNet News. (2021, April 4). Meat consumption in VN is almost double the recommended amount.

VietNamNet News. https://vietnamnet.vn/en/meat-consumption-in-vn-is-almost-double-the-recommended-

amount-
724190.html#:~:text=In%202010%2C%20a%20Vietnamese%20consumed,consumption%20of%20fruit%
20and%20vegetable.
20 Meat calories. calories.info. (n.d.). https://www.calories.info/food/meat

5
IV. Branding strategy

4.1. Theory
According to the principle of marketing, Phillip Kotler defines marketing strategy as,
“…the marketing logic by which the business unit hopes to achieve its marketing
objectives”. In "Marketing Management," another influential book co-authored by Philip
Kotler, the authors discuss the importance of marketing planning and strategy in driving
product launches and market success. It provides insights into market analysis,
segmentation, targeting, and positioning.21
Branding aspects are visual and verbal components that create a distinctive and identifiable
presence in the market, setting the brand apart from rivals.
- Logo: The logo is the cornerstone of a brand's visual identity, representing its values
and personality.22
- Name: A brand's or company's name serves as its distinctive identification. It should
be memorable, simple to say, and consistent with the brand's values and target audience..23
- Slogan: A slogan is a short and memorable phrase that captures the essence of a
brand and its value proposition. It functions as a memorable slogan that communicates the
primary message or unique selling point of the business.24
- Tagline: A tagline is a short statement or phrase that appears alongside a brand's
name or logo and underlines the brand's positioning or essential message. Increasing brand
memory and communicate the value proposition or distinctive characteristics of the
brand.25

21
Kotler, P., & Keller, K. L. (2016). Marketing Management
22
Aaker, D. A. (2012). Brand Relevance: Making Competitors Irrelevant. Jossey-Bass.
Source:https://www.wiley.com/en-us/Brand+Relevance%3A+Making+Competitors+Irrelevant%2C+2nd+Edition-p-
9781118634719
23
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing
science, 25(6), 740-759.Source: https://pubsonline.informs.org/doi/10.1287/mksc.1050.0153
24
Aaker, D. A. (1996). Building strong brands. Free Press. Source:
https://www.simonandschuster.com/books/Building-Strong-Brands/David-A-Aaker/9780684846234
25
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson
Education. Source: https://www.pearson.com/us/higher-education/program/Keller-Strategic-Brand-Management-
Building-Measuring-and-Managing-Brand-Equity-International-Edition-3rd-Edition/PGM87110.html

6
Our branding will be based on the aforementioned principle based on our target consumer
pleasure with Happy Lunch.
4.2. Branding Strategy of HAPPY LUNCH

4.2.1. Name

The name "Happy Lunch" conveys a positive and joyful dining experience. It suggests that
the restaurant aims to create a cheerful and satisfying atmosphere for customers while
emphasizing the focus on lunchtime meals.

4.2.2. Slogan

“Healthy inside, Fresh outside” with the aim to supply clients with fresh food to help their
inner body grow healthily and hence, have a glamorous appearance.

7
4.2.3. Logo

The logo stems from a desire to eat clean, live healthily, and be environmentally conscious.
The image of a meal lid is chosen because it is a common item of a restaurant, a restaurant
in the F&B business. The leaf picture represents nature, freshness, and vitality. In terms of
color, green symbolizes mother nature, and yellow represents vegetables and fruits
(Brackett, Color theory: Green as a branding color, 2020), to assist shoppers identify
organic products with no chemical fertilizers, providing freshness, and no hazardous
substances.

4.2.4. Tagline

Happy Lunch believes that “What we EAT is what we ARE”. For that reason, Happy Lunch
is founded to distribute organic meals to every resident to assist them in developing a more
healthy diet, better health, and more attractive physical appearance. It fosters loyalty by
connecting the brand's principles to the ambitions of its target audience.

4.3. Brand Recognition

Band Recognition: Consumers' capacity to recognize and recall a certain brand based on
visual, aural, or sensory clues is referred to as brand recognition. It is the degree to which
a brand is recognized by the target audience and distinguishable from other brands on the
market.26 When consumers encounter a brand's logo, name, tagline, packaging, or other

26
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future
priorities. Marketing science, 25(6), 740-759.

8
brand elements, they can quickly associate them with a specific brand and its products or
services. 27
Brand Loyalty: Brand loyalty is the extent of consumer faithfulness towards a specific
brand, expressed through repeat purchases and word-of-mouth advocacy. (Kotler & Keller,
2006)
Customers build strong associations with the brand and its values when they see the brand
name, slogan, logo, tagline, and theme appear regularly across numerous contact points
such as signs, menus, commercials, and online platforms.

V. Packaging and labeling strategy:

Product design contributes to a product’s usefulness as well as to its looks (Principles of

Marketing, 7th edition, Philip Kotler, Gary Armstrong).
5.1. Packaging

Packaging is materials used for wrapping the product.28

- Primary Packaging is the layer of packaging that is closest to the product.29

27
Aaker, D. A. (1996). Building strong brands. Simon and Schuster
28
European Commission. (2021). Labelling and Packaging. Retrieved from
https://ec.europa.eu/food/safety/labelling-packaging_en
29
Calver, K., & Lambert, A. (2019). Packaging. In Packaging Technology: Fundamentals, Materials and Processes
(pp. 19-35). John Wiley & Sons.

9
Happy Lunch chooses packaging made from sugar-cane which is an environmentally-
friendly option. Furthermore, using sugar-cane boxes can help differentiate Happy Lunch
as an environmentally-conscious business.
- Secondary packaging: is the layer outside the primary packaging.
Happy Lunch uses biodegradable bags made from rice flour. Therefore, they have the
ability to biodegrade into CO2, H2O and biomass in a short time.
- Tertiary Packaging is a layer of packaging normally not visible to the consumer. It’s
used for transporting products in bulk.
5.2. Labeling

Labeling refers to the process of attaching informative and descriptive labels or tags to
products or packages to provide information about the product's contents, ingredients,
usage instructions, warnings, and other relevant details.30

The label of Happy Lunch lists all the ingredients, nutritional information, relevant
certifications, the unique features and benefits of the meal, and the brand's commitment to
reducing waste, and promoting sustainable agriculture.

30
Food and Drug Administration (FDA). (2021). Labeling & Nutrition: Labeling Requirements for Foods. Retrieved
from https://www.fda.gov/food/food-labeling-nutrition/labeling-nutrition-labeling-requirements-foods

10
5.3. Product Style
Product style simply describes the appearance of a product (Principles of Marketing, 7th
edition, Philip Kotler, Gary Armstrong).
Happy Lunch’s theme is "Healthy inside, Fresh outside"
Happy Lunch combines shades of green, yellow, and orange to evoke freshness, energy,
and happiness and uses high-quality visuals that showcase fresh ingredients reinforcing the
restaurant's commitment to organic and nutritious meals.

11
5.4. Point-of-different

Competitor 1
Competitor 2
Eat More Salad
LALA SALAD
Factor Happy Lunch (Direct
(Indirect
competitor)
competitor)

Strengths - Having a menu for - Having a menu for - Having a

vegetarians and vegetarians menu for
meatatarians - Unique cook meatatarians
- Environmental recipes - Flexible
packaging shipping times
- Organic food has a
certificate

Weaknesses - Do not have a - The food is not - The food is

physical store always the same as not always the same
- Do not have much advertised as advertised
experience with - The food is cold - Unsafe food
healthy food when it is delivered hygiene
to customers
- Price is expensive
if customers do not
order weekly meals

Price 35.000 - 110.000 35.000 - 89.000 20.000 - 113.000

VND VND VND

12
There are three factors that differentiate Happy Lunch from Eat More Salad and Lala Salad.
Firstly, Happy Lunch has the advantage that the menu of Happy Lunch is suitable for
people who follow or do not follow a vegetarian diet. Moreover, it can be seen that only
Happy Lunch uses environmentally friendly packaging which satisfies the demand of
protecting the environment of customers. Finally, the ingredients used at Happy Lunch
always have certificates while competitors do not own any certificates.
5.5. Product benefits

A product benefit is a value that customers receive

from a product in terms of needs, expectations,
requirements and motivations.31

There are no antibiotics used in organic products,

therefore, this would not affect the human immune
system.32 Moreover, organic food does not contain
pesticides, they are safer and healthier to eat.33
Finally, organic products have more antioxidants
which have a positive effect on human health.34

VI. Support services

These services can include a variety of options

Nutritional guidance is an essential support service for an organic lunch, as it can provide
consumers with information and advice on how to incorporate organic foods into their diet
in a healthy and sustainable way.

31 Seacombe, D. (2022, May 4). What are your product benefits?. Thought Leadership.
https://www.astonbeck.co.uk/what-are-your-product-
benefits/#:~:text=A%20product%20benefit%20is%20the,%2C%20expectations%2C%20requirements%2
0and%20motivations
32 LLC, R. P. N. (2021, August 13). 8 benefits of Organic Food. The College Nutritionist.

https://www.collegenutritionist.com/blog/8-benefits-of-organic-food
33 LLC, R. P. N. (2021, August 13). 8 benefits of Organic Food. The College Nutritionist.

https://www.collegenutritionist.com/blog/8-benefits-of-organic-food
34 LLC, R. P. N. (2021, August 13). 8 benefits of Organic Food. The College Nutritionist.
https://www.collegenutritionist.com/blog/8-benefits-of-organic-food

13
Meal planning A Happy Lunch meal planning service can provide consumers with a
weekly meal plan that includes organic lunch options, taking into account their dietary
preferences and nutritional needs35
Delivery services: Providing consumers with convenient access to healthy and sustainable
food options through Grab Food, Baemin, etc. A delivery service can deliver the organic
lunch directly to the consumer's home or workplace, saving them time and ensuring that
they have access to high-quality food even if they are unable to prepare it themselves. This
will help Happy Lunch reach a wider audience and stay competitive. 36(Verma & Mishra,
2023).
Legal Services: Happy Lunch will comply with food safety regulations to protect
customers' health and safety, and establish a 100% Refund policy if customers are not
satisfied with the quality of the dish.
Overall, marketing for Happy Lunch requires a deep understanding of the target audience
and commitment to providing high-quality, sustainably sourced food. With the right
strategies and support services, an organic lunch restaurant can succeed in a competitive
market.

35
Restaurant guide: The rising trend of health food businesses and how you can be a part of it. Restaurant Guide: The
rising trend of health food businesses and how you can be a part of it. (n.d.). https://www.restolabs.com/blog/health-
food-restaurants
36 Verma, Mr. A., & Mishra, Dr. V. (2023). Impact of online food delivery on customers buyingexperience. Journal

of Production, Operations Management and Economics, (32), 24–31. https://doi.org/10.55529/jpome.32.24.31

14
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14. Verma, Mr. A., & Mishra, Dr. V. (2023). Impact of online food delivery on
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Study.com | Take Online Courses. Earn College Credit. Research Schools, Degrees &
Careers. (n.d.-a). https://study.com/academy/lesson/what-is-prepared-food.html
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purchasing-organic-
food/#:~:text=According%20to%20the%20survey%20conducted,never%20purchased%2
0these%20food%20products
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more-vibrant-E214823.html

16
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manh-tren-social-media-q3-2019-ky-1/
22. Linh, U. (2017, November 15). Thêm Thương Hiệu gạo Việt đạt chứng nhận hữu
CƠ USDA. TUOI TRE ONLINE. https://tuoitre.vn/them-thuong-hieu-gao-viet-dat-chung-
nhan-huu-co-usda-2017111511030448.htm
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produce-popular-among-vietnamese-consumers-despite-higher-prices-E146114.html
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