DrinkAid BÁO CÁO CUỐI KÌ

MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY

FACULITY OF ECONOMICS & BUSINESS

FINAL REPORT
THE INTERNATIONAL MARKETING PLAN
OF DRINKAID
Course Code: 0100
Course Name: International Marketing
Lecturer: Mr. Vu Hai Nam
08/2023
TABLE OF CONTENTS
COMMITMENT..........................................................................................................................................6
ACKNOWLEDGEMENT...........................................................................................................................7
LECTURER’S COMMENTS.....................................................................................................................8
LIST OF GROUP MEMBERS...................................................................................................................9
WORK CONTRIBUTION RECORD TABLE.......................................................................................10
INTRODUCTION......................................................................................................................................11
1. Introducti on to DrinkAid.................................................................................................................13
1.1. Company background...............................................................................................................13
1.1.1. Company history:.......................................................................................................................13
1.1.2. Mission statement & vision:.......................................................................................................13
1.1.3. Product line – DrinkAid:............................................................................................................13
1.2. SWOT analysis:..........................................................................................................................14
2. Macro Environment of Viet Nam.....................................................................................................15
2.1. Political:......................................................................................................................................15
2.1.1. Political Structure.......................................................................................................................15
2.1.2. Political Stability.........................................................................................................................16
2.1.3. Political Climate.........................................................................................................................17
2.1.4. Assessment..................................................................................................................................17
2.2. Economic.....................................................................................................................................17
2.2.1. GDP Growth...............................................................................................................................17
2.2.2. Trading Statistics........................................................................................................................18

2.2.2.1 Export Condition........................................................................................................19
2.2.2.2 Import Condition........................................................................................................20
2.2.2.3 Trade deficit................................................................................................................21
2.2.3. Labor force and unemployment in country.............................................................................22
2.2.4. Inflation rate...............................................................................................................................23
BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 2

2.2.5. Assessment..................................................................................................................................23
2.3. Social:..........................................................................................................................................24
2.3.1. Relegion.......................................................................................................................................24
2.3.2. Festival.........................................................................................................................................24
2.3.3. Alcohol culture............................................................................................................................25
2.3.4. Assessment..................................................................................................................................25
2.4. Technology..................................................................................................................................26
2.4.1. Pharmaceutical manufacturing technology in Vietnam.........................................................26
2.4.2. Health Information Systems in Vietnam (HIS).......................................................................26
2.4.3. Assessment..................................................................................................................................27
2.5. Environment:..............................................................................................................................27
2.5.1. Market Overview........................................................................................................................27

2.5.2. Alcoholic Beverage Market Trend and Evolution...................................................................28
2.5.3. Michael Potter’s Five Forces.....................................................................................................28
2.5.3.1 Competition in the country.................................................................................28
2.5.3.2 Potential of new entrants into the industry.......................................................29
2.5.3.3 Power of supplier.................................................................................................29
2.5.3.4 Power of customer...............................................................................................29
2.5.3.5 Threat of substiculture products.......................................................................30
2.5.4. Assessment..................................................................................................................................30
2.6. Legal:...........................................................................................................................................30
2.6.1. Vietnamese Law..........................................................................................................................30
2.6.2. The Commercial Law of Vietnam.............................................................................................31
2.6.3. International Trade Agreements..............................................................................................32
2.6.4. About Wellness and Fitness Services........................................................................................33
2.6.5. Assessment..................................................................................................................................34
2.7. Tranding Infrastucture:............................................................................................................34
2.7.1. Retailer........................................................................................................................................34

2.7.2. Middlemen availability..............................................................................................................36
3. IMC Plan Programme.......................................................................................................................37
3.1. Marketing Strategy....................................................................................................................37
3.1.1. Segmentation...............................................................................................................................37
3.1.1.1 Demography........................................................................................................37
3.1.1.2 Geography...........................................................................................................38
3.1.1.3 Psychology...........................................................................................................38
3.1.1.4 Behavioural Patterns..........................................................................................38
3.1.2. Targeting.....................................................................................................................................38
3.1.3. Differentiation.............................................................................................................................42
3.1.4. Positioning...................................................................................................................................45
3.1.5. Marketing Mix (4Ps)..................................................................................................................46
3.2. IMC Plan.....................................................................................................................................46
3.2.1. The message................................................................................................................................46
3.2.2. The purpose of the plan.............................................................................................................46
3.2.3. Master plan.................................................................................................................................46
3.2.3.1 Phase 1: Make attention.....................................................................................46
3.2.3.2 Phase 2: Present the product.............................................................................47
3.2.3.3 Phase 3: Interaction............................................................................................47
3.2.3.4 Phase 4: Action “to-buy"...................................................................................47
3.2.4. KPI...............................................................................................................................................48
3.2.5. Marketing Budget.......................................................................................................................48
3.2.6. Detailed IMC Plan......................................................................................................................49
3.2.6.1 Digital Marketing................................................................................................50
3.2.6.2 E-commerce.........................................................................................................52
3.2.7. PR.................................................................................................................................................55
3.2.7.1 PR Objective for the “Chỉ với 2 viên-Cơn say tan biến” campaign...............55

3.2.7.2 PR Strategies for the “Chỉ với 2 viên - Cơn say tan ” campaign....................56
3.2.7.3 PR Tactic for the “Chỉ với 2 viên - Cơn say tan biến” campaign...................57
4. Conclusion..........................................................................................................................................58
REFERENCES...........................................................................................................................................59

LIST OF TABLES AND FINGURES
Table 1 – SWOT analysis............................................................................................................13

Table 2 - Customer persona........................................................................................................37
Table 3 - Comparison between Facebook and Instagram.......................................................50
Table 4 - Advantages and disadvantages of e-commerce.........................................................51
Table 5 – Plan for E-commerce..................................................................................................53
Figure 1 - DrinkAid.....................................................................................................................12
Figure 2 - Organizational chart of Vietnam's political system................................................15
Figure 3 - Vietnam GDP growth chart 2011 - 2022..................................................................17
Figure 4 - Vietnam trade index chart first half of 2023...........................................................18
Figure 5 - Top 10 countries Vietnam exports goods to in first half of 2023...........................18
Figure 6 - Top 10 countries Vietnam imports goods from in first half of 2023.....................20
Figure 7 - Export and import situation in Vietnam in the first 6 months of 2023.................21
Figure 8 – Work by quarter, period 2020 - 2123......................................................................22
Figure 9 - Inflation situation in Vietnam in first half of 2023.................................................22
Figure 10 - Customer persona....................................................................................................38
Figure 11 – Logo’s DrinkAid......................................................................................................40
Figure 12 – Positioning Map.......................................................................................................43
Figure 13 – Master plan..............................................................................................................46
Figure 14 – Action plan...............................................................................................................47
Figure 15 – Overview of social media use..................................................................................49
Figure 16 - Top 5 popular e-commerce platforms on social networks in 2022......................51

COMMITMENT
"We pledge in our own honor that this is a report our team made on our own and does not
violate academic integrity. We take full responsibility to the university and faculty for this
commitment."

ACKNOWLEDGEMENT
"Our team would like to express our sincere thanks to Mr. Vu Hai Nam, who has
accompanied my team this semester and did not hesitate to answer our questions in the most
thoughtful and dedicated way."

LECTURER’S COMMENTS
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Ho Chi Minh City, June 10th, 2023
LECTURER'S SIGNATURE

LIST OF GROUP MEMBERS
No Full Name Student ID
1 Huỳnh Minh Sang 22117486
2 Võ Dương Thúy Quỳnh 22122686
3 Nguyễn Quang Thịnh 22111964
4 Trần Hà Ái Vy 22103507
5 Nguyễn Thanh Dung 22114503

WORK CONTRIBUTION RECORD TABLE
No Full Name Student ID Tasks Evaluate
1 Huỳnh Minh Sang 22117486 100%
2 Võ Dương Thúy Quỳnh 22122686 100%
3 Nguyễn Quang Thịnh 22111964 100%
4 Trần Hà Ái Vy 22103507 100%
5 Nguyễn Thanh Dung 22114503 100%

INTRODUCTION
We can see that alcohol has become an important part of the food and entertainment
culture of Vietnamese people. They have been produced and consumed in Vietnam for a long
time. In ancient times, Vietnamese people knew how to prepare wine from ingredients such
as rice, barley, fruits and honey. Alcohol is considered part of religious ceremonies,
anniversaries, and family gatherings. In modern society, alcohol is an indispensable catalyst
in meetings with business partners or parties with friends. However, after these meetings,
most of us cannot avoid the side effects of alcohol such as nausea, headaches, blushing or
even in the worst case, alcohol poisoning.
Because of that, many people feel apprehensive about going out to see their partners
or forcing them to refuse to enjoy parties with friends for fear that they will not be able to go
to work tomorrow morning because they are tired. Understanding the thoughts of Vietnamese
consumers, our team decided to choose the No. 1 alcohol detox product in Singapore -
DrinkAid for Vietnam market with the desire to change customers' drinking experience and
make them feel less worried about their side effects.

1. Introducti on to DrinkAid:
1.1. Company background:
1.1.1. Company history:
DrinkAid was started in 2020 by Solomon and Ryan right after graduating from
Singapore Management University. They wanted to find a solution to the side effects
of alcohol, so they attended many business networking events and ended up flushing
red and even becoming intoxicated at times.
After being incubated at Singapore Management University, DrinkAid
launched in August 2020, breaking even within7 days. DrinkAid is now the top-
selling hangover product in Singapore with over 60,000 units sold.
1.1.2. Mission statement & vision:
At the heart of everything, DrinkAid allows people to drink more safely and
enjoyably, without worrying or regretting the day after.
As super-responders to the negative effects of alcohol, we sought to find a way
to enjoy alcohol on our terms. And the result? Complete Alcohol Defence. Complete
Alcohol Defence is the culmination of years of research within the science of alcohol
metabolism. We collaborated with nutritionists, scientists, and pharmacologists to
develop a custom formula to enhance the detoxification process for alcohol. All this
because we believe that the only thing better than alcohol, is alcohol defense you can
feel good about.
1.1.3. Product line – DrinkAid:
- DrinkAid is formulated to provide comprehensive relief against the common
side effects of alcohol consumption. From the pesky Asian flush to nasty
hangovers, we've got you covered.
- Asian flush reduction.
- Controlled skin flare–ups.
- Reduction of queasy sensation.
- Better nights and even better mornings.
- Prevents alcohol intoxication.
- Supports liver health. FIGURE 1 - DRINKAID

1.2.SWOT ANALYSIS
STRENGTHS: WEAKNESSES:
 Affordable price.  Low brand awareness in
 Ingredients are 100% organic and the Vietnam market.
vegan-friendly.  Delivery time will be
 Help to reduce Asian flush – this effect longer than the domestic
is rarely seen on sober-up products. seller.
 Lab-tested & GMP Certified.
 Good packaging with minimalist design
style, convenient to carry out (individual
packaging, 2 capsules/bag - 6 bags/box).
OPPORTUNITIES: THREATS:
 Drinking is popular in Vietnam,  Direct competitor: Rohto,
especially during Tet (Lunar New Year) Inno.N, Nhất Nhất, Nam
or public holidays. dược,…
 Vietnam is 3rd rank in alcohol  Leading brand with many
consumption in Asia, 2nd in SouthEast Hangover supplement
Asia (VTV News). (1) retailers or Pharmacies
 Suitable for people who usually have a offer many brands with
meeting with clients for business. various kinds of choice and
 Vietnamese use alcohol often around 1-2 a great deal.
times/ week (Q&Me Report). (2)
 People feel better and relieve stress when
drinking (buzz metrics). (3)
 Nearly 50% drink when people gather
13% drink on special occasions.
 The rest is to experience, gossip,
celebrate

TABLE 1 – SWOT ANALYSIS
2. Macro Environment of Viet Nam:

2.1. Political:
2.1.1. Political Structure
Vietnam operates as a socialist republic under communist rule since 1975, with
a constitution affirming citizen rights. The political system is rooted in the
Communist Party's leadership, representing Vietnamese workers and the
population overall. While authority originates from citizens, power is exercised
through the unicameral 500-member National Assembly, which legislates,
decides key national matters, and oversees state activities. The State President is
Head of State, while the Government leads administration. Independent People's
Courts and Procuracies enforce laws. Social-political groups represent diverse
community interests within this one-party structure. In summary, Vietnam
integrates participatory bodies under communist ideological leadership and legal
oversight by party institutions like the National Assembly.
About the political system of Vietnam:
Vietnam has a 500-member, unicameral National Assembly that serves as the
legislative body responsible for making laws, approving the national budget, and
electing the President and Vice President.
The People's Courts function independently from the executive branch as the
judicial bodies.
The People's Procuracies are tasked with investigating and prosecuting criminal
cases.
Social and political organizations as well as people's associations play a key
role by channeling citizen participation and representing diverse interests within
the political process and to the government. (1)

FIGURE 2 - O RGANIZATIONAL CHART OF VIETNAM'S POLITICAL SYSTEM
2.1.2. Political Stability

Vietnam is a politically stable country in Southeast Asia with a one-party
government under tight control from the Communist Party of Vietnam (CPV).
The CPV's main target is economic growth, and they aim for Vietnam to become
a middle-income country by 2025, an upper-income country by 2030, and a
developed, high-income country by 2045. To achieve this, Vietnam will reform
its economy and improve its infrastructure. However, the CPV does not welcome
political dissent, and there are strict restrictions on freedom of speech and the
press. This has led to the rise of independent bloggers who provide news updates
to the public. (2)
The government is expected to continue its anti-corruption drive, but will focus
on prosecuting high-level officials rather than implementing institutional reform.
This is likely to be seen as a minor risk to political stability, as the public is more
concerned with high-level corruption than with corruption at lower levels.
However, the preservation of domestic ownership and national sovereignty are
also significant political ashpoints in Vietnamese society. The government is
likely to face public pressure to take a more forceful stance against China in the

South China Sea, and to address concerns over China's growing influence over
the Vietnamese economy. (2)
2.1.3. Political Climate
Vietnam is expected to benefit from its involvement in major trade agreements
in the coming years. The country is already a member of the ASEAN Free Trade
Area (AFTA), and it is also part of the Trans-Pacific Partnership (TPP), the EU-
Vietnam FTA, and the RCEP. These agreements will give Vietnamese businesses
greater access to markets in other countries and vice versa, which will help to
boost exports, imports and economic growth. (3)
The government is also making progress in improving the business
environment. This includes reducing red tape, simplifying regulations, and
providing more support for small and medium-sized businesses. These reforms
will make it easier for businesses to start and operate in Vietnam, which will
attract more investment and create jobs. (3)
2.1.4. Assessment
In terms of political stability, Vietnam is generally considered to be more stable
than Laos or Cambodia. This is due in part to the country's strong economic
growth, which has helped to improve living standards for the majority of the
population. The government has also been successful in managing ethnic
tensions, which have been a source of instability in other countries in the region.
Vietnam also has a more open and market-oriented economy than Laos or
Cambodia. The country has a young and growing population, a low-cost
workforce, and a strategic location which companies can be benefit from when
starting a business here. With the right policies in place, Vietnam can become a
major economic player in the region.
2.2. Economic
2.2.1. GDP Growth
Vietnam's GDP growth has been strong in recent years, averaging 6.5% per
year from 2011 to 2022. In 2022, the country's GDP grew by 8%, which was the
highest growth rate in Southeast Asia. The country is expected to continue to

grow at a healthy pace in the coming years, with both the World Bank and the
IMF forecasting Vietnam GDP growth of 6.3% in 2023 and 6.5% in 2024. (4)(5)
(6)
FIGURE 3 - VIETNAM GDP GROWTH CHART 2011 - 2022
2.2.2. Trading Statistics

Vietnam has had a trade surplus in recent years, meaning that the value of the
country's exports has exceeded the value of its imports. The surplus has been
relatively large, reaching a peak of $4.99 billion in August 2020. However, the
surplus has narrowed in recent months, and it is expected to continue to narrow in
the coming years. (7)(8)(9)(10)
It’s worth pointing out that Singapore companies have historically been major
investors and trading partners for Vietnam. Bilateral trade between the two
countries exceeded $9 billion back in 2012, demonstrating the strong economic
ties. Currently, Singaporean firms have almost 1,200 investment projects in
Vietnam with a total registered capital of over $28 billion. This highlights
Singapore's position as one of the top foreign investors in the country. The

business connections and trade flows between Singapore and Vietnam continue
to grow steadily over time. (15)
FIGURE 4 - VIETNAM TRADE INDEX CHART FIRST HALF OF 2023
2.2.2.1. Export Condition

According to Vietnam Customs, export turnover in January 2023 is
estimated at $29.1 billion, up 7.4% over the same period in 2022. And for
the whole year of 2023, Vietnam's export turnover is estimated to reach
$363-365 billion, up 8-9% compared to 2022. (13) (14)
FIGURE 5 - TOP 10 COUNTRIES VIETNAM EXPORTS GOODS TO IN FIRST HALF OF

2023
2.2.2.2. Import Condition
Regarding imports, the import turnover of goods in June 2023 is
estimated at $26.71 billion, up 2.6% from the previous month but down
16.9% over the same period last year. Accumulatively in the first 6 months
of 2023, the import turnover of goods is estimated at $152.2 billion, down
18.2% compared to the same period last year. Of which, the domestic
economic sector reached $53.22 billion, down 19%; the foreign-invested
sector reached $98.98 billion, down 17.8%. In the first 6 months of 2023,
there were 28 imported items with turnover above $1 billion, accounting for
84.4% of the total import turnover (of which 2 items had import turnover
above $10 billion, making up 38.1%). (16)
Noticeably, Vietnam is currently a high growth economy, with rising
incomes leading consumers to spend more on living expenses and
healthcare. Given this situation, Vietnam has had to continuously increase
pharmaceutical imports over the years, with import turnover growing at an
average rate of 14-15% per year since 2005 and increasing year-on-year.
Notably, pharmaceutical imports in 2018 were the only year that declined
0.85% compared to the previous year, reaching $2.79 billion. In 2019,
pharmaceutical imports resumed growth, reaching a turnover of $3.07
billion, up 9.82% over the previous year. (12)

FIGURE 6 - TOP 10 COUNTRIES VIETNAM IMPORTS GOODS FROM IN FIRST HALF OF 2023
2.2.2.3. Trade deficit

In June, the total export and import turnover of goods was estimated at
$56.01 billion, up 3.6% from the previous month but down 14.1% over the
same period last year. Accumulatively in the first 6 months of 2023, the total
export and import turnover of goods reached $316.65 billion, down 15.2%
compared to the same period last year, of which exports decreased by
12.1%; imports decreased by 18.2%. The trade balance of goods in the first
6 months of 2023 is estimated to have a trade surplus of $12.25 billion. (17)
FIGURE 7 - EXPORT AND IMPORT SITUATION IN VIETNAM IN THE FIRST 6 MONTHS OF 2023
2.2.3. Labor force and unemployment in country

According to data from Vietnam's General Statistics Office (GSO), the
country's labor market saw favorable growth in the first quarter of 2023. Key
indicators showed positive momentum, including an expanded labor force, higher
employment rate, and declines in both unemployment and underemployment
levels compared to the previous quarter. Average wages across various sectors
also increased over the same period. Overall, the latest labor statistics reflect
strengthening conditions in Vietnam's job market during the January-March 2023
period, with more people employed and higher pay. This points to an economy
experiencing solid growth heading into the second quarter of the year.

In the first quarter of 2023, Vietnam's labor force grew by 88,700 people,
reaching 52.2 million workers available - one million more than a year prior. The
proportion of trained workers with degrees or certificates was 26.4% in the first
quarter of 2023, unchanged from the fourth quarter of 2022 but slightly higher
than the first quarter of 2022. (18) (30)
FIGURE 8 – WORK BY QUARTER , PERIOD 2020 – 2123
2.2.4. Inflation rate

Vietnam's core inflation rate has been increasing, hitting 4.33% in June 2023.
This rise is driven by global commodity price hikes making imports pricier, the
Vietnamese dong's depreciation, and growing domestic demand in Vietnam's
steadily expanding economy. (19)

FIGURE 9 - INFLATION SITUATION IN VIETNAM IN FIRST HALF OF 2023
2.2.5. Assessment
Vietnam's robust GDP growth over 6% in recent years signifies its economic
vitality and rapidly expanding consumer market – attractive factors for
companies considering entry or expansion. Double-digit export growth in key
sectors likewise underscores Vietnam's strengths as a manufacturing and export
base thanks to its relatively low costs and young workforce.
However, Vietnam's narrowing trade surplus and rising import dependence,
especially for pharmaceuticals, highlight potential supply chain vulnerabilities
that firms need to manage through localization and diversification. Moreover,
while positive labor trends exist, upgrading workforce skills remains imperative.
Persistent inflationary pressure from global commodity prices and currency
devaluation also warrants careful monitoring given its impact on costs. Pricing
strategies should remain flexible. Finally, the strong presence of Singaporean
investors reinforces Vietnam's draw, presenting opportunities for synergistic
partnerships between Singaporean and Vietnamese companies.
In summary, Vietnam's ascendance as a growth market is clear, but prudent
management of macroeconomic risks, human capital development, and supply
side stability is key to sustainable success there.

2.3. Social:
2.3.1. Relegion
Most documents agree that alcohol was originally used for ceremonial purposes
in Vietnam. Mainly to use for rituals honoring heaven, earth, ancestors and other
important ceremonies. The saying "No alcohol, no ritual completion" likely
emerged in Vietnamese culture during the thriving of Confucianism, having
originated in ancient China long before Confucius. Using alcohol in rituals can be
seen in this quote by Zhou King Wen: "Sacrifices use alcohol. Heaven gave
people the knowledge to brew alcohol just for use in major rituals." In
Vietnamese belief, alcohol shows the sincere and pure hearts of descendants, like
the fragrance of alcohol, hoping ancestors enjoy the quintessential ritual offering
from heaven and earth and in turn bless and protect descendants. (20)
2.3.2. Festival
Alcohol is indispensable in Vietnamese wedding rituals. Along with betel
leaves, alcohol is a mandatory gift. Before moving to the groom's home, the bride
must offer alcohol to her parents. "Luu ly" alcohol symbolizes the sacred moment
of parents happily bidding farewell as their daughter starts her own family. In the
final wedding ritual, the bride and groom drink together from a glass of peach
blossom alcohol and eat from the same sticky rice plate. Peach blossom alcohol is
premium and pink in color - the color of marriage and happiness. This ritual
signifies wishing the couple lifelong happiness and affection as intoxicating as
alcohol and as sticky as sticky rice.
Alcohol is also essential for Tet festivities, bringing people closer and livelier.
Since ancient times, alcohol was rewarded in Tet games and competitions.
According to Tu Su records, besides ancestral worship rituals, Vietnamese people
(during Chinese occupation) also used alcohol in games like tug of war, throwing
pots, singing and dancing. The winning side would drink alcohol as a prize. (20)
(21)
2.3.3. Alcohol culture

Vietnam ranks 2nd in Southeast Asia and 3rd in Asia for per capita alcohol
consumption. Hazardous overdrinking is also very common among adults.
Notably, the rate of harmful drinking has increased over the years, especially
among men. The average annual consumption per capita (over 15 years old) in
Vietnam is 8.3 liters of pure alcohol, equivalent to each person drinking 170 liters
of beer per year. (21)
Alcohol has deeply rooted cultural significance in Vietnam, being integral to
traditional ceremonies, festivals, and social gatherings as a symbol of hospitality.
However, Vietnam also struggles with widespread alcohol abuse, with around
20% of adults estimated to be alcoholics. This results in major health, financial,
and familial problems. To address this, the government has undertaken awareness
campaigns on alcohol abuse dangers while imposing stricter regulations on
alcohol sales. Ultimately, Vietnam aims to curb the rising addiction rates and
negative impacts while preserving the traditional moderate and socially
integrated consumption of alcohol. (20)
2.3.4. Assessment
We can see that Vietnamese culture and religions are completely open to
alcohol consumption. This is a huge advantage compared to other Islamic
countries in Southeast Asia. Additionally, although Vietnamese people are very
fond of and consume a lot of alcohol, drunkenness is criticized. This is evidenced
by folk poems, sayings mocking drunkenness, and literary and historical works
condemning alcohol abuse. Meanwhile, imported religions like Buddhism
prohibits alcohol, believing it causes sins. These factors have gradually shaped
the Vietnamese mindset of wanting to drink but not get drunk, creating great
opportunities for anti-alcohol products like DrinkAid to enter and grow in
Vietnam.
2.4. Technology
2.4.1. Pharmaceutical manufacturing technology in Vietnam
Vietnam's pharmaceutical industry has been experiencing rapid growth and
expansion across the value chain. The sector now comprises around 250

manufacturing factories, 200 import-export companies, 4,300 wholesalers and
over 62,000 retail outlets. Major pharmaceutical players are concentrated in and
around major hubs like Hanoi, Hai Duong province, Ho Chi Minh City as well as
southern regions.
In particular, Vietnam's pharmaceutical manufacturing capabilities have seen
robust development. In 2022, the drug production sector was valued at over $10
billion, and forecasts predict it will sustain strong growth of around 8% annually
from 2022-2027. This brisk compound annual growth underscores the upward
trajectory of Vietnam's domestic pharmaceutical production amid increasing
healthcare spending and rising prevalence of chronic diseases. If growth is
maintained, Vietnam can solidify its position as a leading regional
pharmaceutical hub.
To meet surging domestic demand, large Vietnamese manufacturers like Hau
Giang Pharma, Bidiphar, Imexpharm and Pymepharco are upgrading their
facilities to boost new product development and enhance competitiveness against
imports.
Additionally, Hai Duong province recently partnered with India on a US$10-12
billion pharmaceutical park spanning over 900 hectares, set to be the largest in
the province. This will attract more foreign investment, especially in advanced
technologies. Overall, these efforts signal positive momentum for the future
expansion of Vietnam's pharmaceutical industry. (22) (23) (24)
2.4.2. Health Information Systems in Vietnam (HIS)
Health information systems (HIS) have become essential for healthcare
delivery and management. Vietnam has made good progress adopting HIS
technologies to improve healthcare services. However, opportunities exist to
enhance Vietnam's HIS through updated research and knowledge generation.
Core HIS in Vietnam include electronic medical records, telemedicine, public
health surveillance, health resource management, and pharmacy systems.
Significant implementation has occurred across hospitals, provincial health
departments, and the Ministry of Health.

A key limitation is that most published HIS research on Vietnam is over 5
years old. More contemporary studies aligned with current Vietnamese priorities
are needed. Additionally, challenges exist around interoperability, data quality,
financial sustainability, lack of informatics expertise, and inadequate research on
pertinent topics.
Targeted research is required in areas like HIS interoperability, health data
analytics, governance, and capacity building. Context-specific insights can
inform policies and investments towards harnessing Vietnam's HIS potential. (25)
2.4.3. Assessment
The rapid growth and expansion of Vietnam's pharmaceutical industry and
domestic drug manufacturing capabilities are strengthening presents major
opportunities for DrinkAid, given the rising healthcare spending and prevalence
of chronic diseases in the population. The datas also positions Vietnam to
become a leading regional pharma hub if growth is sustained.
It is worth noticing that the industry still depends heavily on imported inputs.
Initiatives to foster domestic supporting industries and local value addition in the
supply chain will be vital to reduce this reliance on imports.
Regarding HIS, although Vietnam has achieved significant adoption across
healthcare facilities, further investment and research are needed to optimize its
use and improve the quality of healthcare for consumers.
2.5. Environment:
2.5.1. Market overview
The Vietnamese pharmaceutical market is estimated to be worth around $6.2-
6.4 billion per year, according to the Ministry of Health. BMI Research forecasts
that the market will reach $16.1 billion by 2026, with a compound annual growth
rate of up to 11% in VND.
Despite some improvements, the Vietnamese pharmaceutical market is still

dominated by foreign pharmaceutical companies. In the period from 2015 to
2021, the value of domestic drug production reached only 46% of the total value

of drug money used by people. This rate has increased significantly compared to
the period 2001-2011 (17%), but it is still low compared to the world.
The Vietnamese pharmaceutical industry still does not have a strong and
modern enough national R&D center; lack of strong and internationally-qualified
clinical trial research centers, biological research; and there is no separate
industrial park for the pharmaceutical industry with a complete ecosystem.
Most Vietnamese pharmaceutical companies are medium-sized, with limited
financial capacity, and there is currently no national-scale pharmaceutical group.
(26)
2.5.2. Alcoholic Beverage Market Trend and Evolution
Vietnam's alcohol market is rapidly expanding at a compound annual growth
rate of 7.76% from 2022-2027, fueled by rising incomes, Western cultural
influence, and imported product availability.
Beer dominates with over 50% market share, followed by spirits at 30%, while
wine lags at 20%. Though formerly led by foreign brands, local players have
gained ground recently behind improving quality and national pride.
Vietnam's large, young population represents an opportunity for alcohol brands
if they can tap into desires for premium and novel products. However, regulators
face challenges balancing business interests with public health amid rising
consumption causing stakeholders to promote responsible drinking for the
industry's long-term sustainability. (27)(28)
2.5.3. Michael Potter’s Five Forces
2.5.3.1. Competition in the country
Direct competition will arise from cheaper existing supplements and
hangover remedies brands in Vietnam targeting drinkers, such as inno.N,
Alcofree and Nam Dược. Major dietary supplement brands like Trafaco JSC,
Amway Vietnam Ltd and An Viet Pharma with established distribution and
recognition could launch lower-cost generic anti-alcohol alternatives to
challenge DrinkAid. Additional competition could come from
pharmaceutical firms in Vietnam including Pfizer, Sanofi and GSK

leveraging resources and reputation to formulate proprietary anti-alcohol
products. Global anti-alcohol supplement players such as Myrkl, Alcohol
Defense and Sobur active in other markets may eventually enter Vietnam as
direct DrinkAid competitors.
2.5.3.2. Potential of new entrants into the industry
Vietnam's relatively relaxed registration process for supplements versus
pharmaceuticals opens the door for new competitors to enter the anti-alcohol
segment. However, DrinkAid has the advantage of a patented formula
backed by clinical trials demonstrating effectiveness, which any newcomer
would need to replicate for proof of efficacy. This provides product
differentiation for DrinkAid. The substantial marketing expenditures
required to educate consumers and shift drinking habits also discourage
smaller startups with limited resources from entering. While consumers
happy with DrinkAid may be hesitant to switch brands at first, overall
loyalty tends to be low among supplement purchasers. So the low barriers in
Vietnam bring risk of new entrants, but DrinkAid's clinical validation and
the challenges of changing consumer behavior provide some defenses. (29)
2.5.3.3. Power of supplier
DrinkAid's core ingredients like amino acids and electrolytes can be
readily sourced from international suppliers. However, import duties and
shipping logistics into Vietnam add to procurement costs. Local packaging
and distribution partners possess greater negotiating leverage given
DrinkAid's need to access their manufacturing and retail networks. Building
strong relationships with these domestic players will therefore be crucial.
2.5.3.4. Power of customer
Individual consumers have minimal bargaining power and low
supplement brand loyalty. However, Vietnamese shoppers remain highly
price-sensitive. Large modern trade chains like Coopmart and Vinmart wield
more buyer influence through their control of shelf space and retail
promotions. Securing distribution through pharmacies could help mitigate

consumer price sensitivity given their positioning as trusted health-focused
channels.
2.5.3.5. Threat of substiculture products
Traditional folk methods and traditional herbal remedies for hangovers
are likely to be more trusted by the people because of their proven
effectiveness. Mainstream health and wellness beverages like Number 1,
Red Bull, Revive and Sting that offer energy, hydration and revitalization
may also be positioned against DrinkAid for alcohol recovery by consumers.
Finally, supplements for liver health and detoxification like Hepatipro,
Liv.52 and Livercare could be positioned as alternative options to mitigate
alcohol effects versus DrinkAid.
2.5.4. Assessment
Vietnam's booming pharmaceutical market offers opportunities for new
products like DrinkAid. However, the heavy reliance on imports highlights the
need for local production. The rise of alcohol consumption, particularly among
younger demographics, signals potential for anti-alcohol products. DrinkAid will
also benefit from its established reputation. While there are prospects in the
context of openness to supplements and changing drinking patterns, prudent
management of competitive pressures, supply chain vulnerabilities, and changing
consumer behavior will be necessary for sustainable success.
2.6. Legal:
2.6.1. Vietnamese Law
The Legal system of Vietnam has complete characteristics of civil law
traditions, dominantly based on written law. There are three essential elements in
Vietnam’s laws: legal norms (basic unit of the system), legal class (group of legal
norms that have the same features and regulate a group of correlative social
relations), and legal branch ( a system of legal norms with the same expertise
governing a type of social relations in a specific field of society). (30) In the legal
system of Vietnam, the 1st constitution of the Democratic Republic of Vietnam
was approved on September 11, 1946, after a few days when Uncle Ho read the

Declaration of Independence. It was adjusted four times then: 1959, 1980, 1992,
and 2013. (33)
The Vietnamese law system is built and operated under the Leadership of the
Communist Party and the democratic centralism principle. Under the
constitution, the National Assembly is the highest authority and has the ultimate
power in adopting and supervising the law in Vietnam, followed by the Executive
and the Judiciary. The Government (Executive) is the highest state administrative
body. Moreover, the Supreme People's Court's Chief Justice takes responsibility
and shall on its work to the National Assembly. (32)
2.6.2. The Commercial Law of Vietnam
Emperor Bao Dai promulgated Vietnam's first Commercial Code in 1946,
which was applied in the Central region. Until 1986, Vietnam embarked on the
"renovation of the country," so the National Assembly promulgated the
Commercial Law in 1997, which took effect on January 1, 1998, a fundamental
turning point in the process of building commercial law development in Vietnam.
However, this law still has limitations, so the state revised and issued a new
commercial law in 2005, effective in 2006. (31)
The Commercial Law requires the Government to create conditions for
domestic and foreign enterprises to receive financial incentives to help boost
domestic supply. Therefore, foreign companies or enterprises must ensure that
they fully meet the conditions of the Commercial Law before they can conduct
commercial activities in the Vietnamese market.
The Commercial Law of Vietnam plays an important role in supporting and
promoting the development of businesses within and outside the country. One is
DrinkAid - a brand that produces and sells alcohol remedies based in Singapore.
One of the significant benefits of Vietnam's Commercial Law for DrinkAid is
providing favorable financial conditions. This law ensures that businesses within
and outside the country receive tax incentives and other financial support from
the government to promote domestic supply. This helps DrinkAid save costs and
enhance its competitiveness in the market.(43)

Vietnam's Commercial Law also creates excellent opportunities for new
businesses, such as DrinkAid, to enter the market. Regulations related to business
registration, company establishment, and customs procedures are simplified,
reducing time and necessary documentation. This helps DrinkAid save time and
money in the process of entering and expanding its business operations in
Vietnam. (43)
2.6.3. International Trade Agreements
Globalization and the liberalization of trade are not only the primary drivers of
economic growth in the 21st century but also an inevitable trend toward
specialized production and the distribution of the labor force. The bilateral and
multilateral Free Trade Agreements (FTAs) serve as strong incentives, attracting
the attention and participation of numerous countries, including Vietnam. The
number of FTAs has rapidly increased since the first one was signed, facilitating
the seamless movement of goods across borders. (39)
Vietnam's accession to the World Trade Organization (WTO) in 2007 marked
its emergence as a committed and strong trade partner within the global
community. Since then, Vietnam has engaged in numerous Free Trade
Agreements and Double Tax Avoidance Agreements. (38)
Vietnam and Singapore are both members of the Association of Southeast
Asian Nations (ASEAN), and this association plays a crucial role in providing a
large market and solutions for sustainable development, digitalization, labor, and
intellectual connectivity. (40)
Vietnam and Singapore have signed multiple international trade agreements to
develop and enhance economic and trade relations between the two countries
based on equality and mutual benefit. The free trade agreements (FTA) that the
two countries have participated in, such as the Comprehensive and Progressive
Agreement for Trans-Pacific Partnership (CPTPP) and the Regional
Comprehensive Economic Partnership (RCEP), aim to promote cooperation
between businesses of the two countries in various fields. (39)

The expected benefits of signing international trade agreements between the
two countries include strengthening economic, trade, and investment relations
between the two countries, helping businesses of the two countries to have
opportunities to cooperate, exploit and penetrate new markets. This will
contribute to developing the strategic partnership between Vietnam and
Singapore. (39)
2.6.4. About Wellness and Fitness Services
In Vietnam, the food supplement industry is regulated by the Law on Food
Safety, which aims to protect public health and ensure the safety and quality of
food products. The law of Vietnam for the functional food industry is specified in
Circular No. 43/2014/TT-BYT dated November 24, 2014, of the Ministry of
Health regulating the management of functional foods. (34) Regarding the
alcohol detoxification medicine sector, the Law on Pharmacy governs the
production, distribution, and use of pharmaceutical products in Vietnam. This
law ensures that medicines, including alcohol detoxification drugs, meet quality
standards and are safe for consumption. The law requires pharmaceutical
companies to obtain a license from the Ministry of Health before producing and
distributing these medicines.
The imposition of a special consumption tax on alcohol, beer, and alcoholic
beverages is one of the solutions of Vietnamese law to reduce the consumption of
these products. Currently, Vietnam applies a special consumption tax on wine
from 35 - 65% and beer 65%; this has also impacted DrinkAid's market
penetration. (42) Specifically, the consumption of alcohol, beer, and alcoholic
beverages in Vietnam still ranks first in Southeast Asia and tends to increase
rapidly. (41)
The high taxes on alcoholic beverages in Vietnam can impact DrinkAid's
alcohol relief product, a brand based in Singapore that wants to do business in
Vietnam. These high taxes can increase the cost of the product and make it more
expensive for consumers. This can reduce DrinkAid's competitiveness in the
market and make it challenging to attract customers. The high taxes can also

decrease DrinkAid's profits and affect their ability to expand their business
operations in Vietnam.
2.6.5. Assessment
Trade law in Vietnam has undergone significant reforms and adjustments to
create favorable conditions for business operations and promote economic
development. Participation in Free Trade Agreements (FTAs) has played a
crucial role in expanding trade opportunities and providing a level playing field
for domestic and international businesses.
Vietnam's Commercial Law is crucial in creating favorable conditions for
DrinkAid and other businesses to promote domestic supply and expand their
business activities in Vietnam. As a result, DrinkAid can easily reach Vietnamese
customers and provides significant opportunities for new businesses entering the
market like DrinkAid.
The functional food market in Vietnam is experiencing significant growth.
With economic growth and increasing health awareness, consumers are becoming
more interested in using functional food products to supplement nutrition and
maintain their health. This creates opportunities for businesses in the functional
food industry to expand their operations and meet the market demand.
The alcohol detoxification market also has potential for development. With the
growing demand for products that help mitigate the effects of alcohol on health,
alcohol detoxification products are attracting consumer attention.
2.7. Tranding Infrastucture:
2.7.1. Retailer
- DrinkAid wants to distribute and sell its products at popular convenience
stores such as CircleK and GS25 and well-known retail pharmacy chains
like Pharmacy and Long Châu in the Vietnamese market. By targeting
these prominent retailers, DrinkAid seeks to reach and connect with
consumers easily.
- Scale and Quantity:

 CircleK: is one of the largest convenience store chains globally, with over
15,000 stores worldwide. In Vietnam, CircleK also has an extensive
network with hundreds of stores serving customers.
 Ministop: is a moderately-sized convenience store chain with around 200
stores in Vietnam. Despite being smaller in scale than CircleK, Ministop is
noteworthy for its stable growth and presence in multiple locations.
 GS25: is a renowned convenience store chain from South Korea, with over
14,000 stores nationwide. GS25 has expanded its network in Vietnam with
hundreds of stores, mainly focusing on major cities.
 Pharmacy: is a large and reputable pharmacy chain with a presence in
various locations across the country. With hundreds of stores, Pharmacy
offers customers a diverse range of pharmaceutical products and
healthcare services.
 Long Châu: is a large and reputable pharmacy chain with over 300 stores
throughout Vietnam. Long Châu is well-known for providing quality
products and professional services.
- Strengths and Potential:
 The decision to partner with CircleK and GS25, both renowned
convenience store chains, offers several advantages. Firstly, CircleK,
Ministop, and GS25 all have strengths in providing convenient and diverse
products to customers. Their stores have a vast network of branches across
major cities, so these chains are convenient for consumers looking to
purchase DrinkAid, and ensure a broad reach and accessibility for
consumers. Secondly, convenience stores are frequented by individuals
seeking quick and convenient solutions to alleviate the effects of alcohol,
making them an ideal platform for promoting and selling DrinkAid's
alcohol relief medication.
 Similarly, collaborating with reputable retail pharmacy chains like
Pharmacy and Long Châu brings additional benefits. Firstly, Pharmacy
and Long Châu are large and reputable pharmacy chains with high

expertise in the pharmaceutical field. With knowledgeable staff members
specialized in medications and healthcare services, these chains can
provide customers with accurate information and advice regarding the
DrinkAid product. By having DrinkAid available at these pharmacies, the
brand gains credibility and instills confidence in potential customers.
- Overall, distributing and selling DrinkAid's products through popular
convenience stores like CircleK and GS25 and honorable retail pharmacy
chains like Pharmacy and Long Châu offers the brand numerous
advantages. Retail chains such as CircleK, Ministop, GS25, Pharmacy,
and Long Châu have significant scale and store quantities. It provides a
broad market reach and convenience for consumers and enhances the
brand's reputation and awareness in the Vietnamese market. The presence
of these chains ensures accessibility and reliable information for
customers seeking DrinkAid.
2.7.2. Middlemen availability
- It can be seen that trading platforms are prevalent in Vietnam, specifically
Shopee, Tiki, Lazada, and Tiktokshop. (36) With high traffic and a
nationwide distribution network, it can reach many customers.
- Scale and Quantity:
 Shopee: is one of the largest e-commerce platforms in Southeast Asia,
including Vietnam. With millions of users and thousands of sellers,
Shopee has a vast network and a diverse range of products.
 Tiki: is a popular e-commerce platform in Vietnam, with thousands of
sellers and a large user base. Tiki focuses on providing quality products
and good services to customers.
 Lazada: is a leading e-commerce platform in Southeast Asia, including
Vietnam. With millions of products and users, Lazada has a large scale
and diverse range of products from various sellers.
 Tiktopshop: is a newly emerging e-commerce platform in Vietnam
focusing on providing quality products from reliable sellers.

- Strength and Potential:
 Firstly, Shopee, Tiki, Lazada, and Tiktopshop all have the strength to
provide an online platform for convenient and diverse shopping. With
millions of users and thousands of sellers, these e-commerce platforms can
quickly and conveniently supply DrinkAid products to consumers helping
brands reach many different customers.
 Second, DrinkAid can leverage the popularity of e-commerce to increase
brand awareness and build customer trust.
 Third, selling products on e-commerce platforms will help DrinkAid save
many costs, such as operating costs, and increase competitiveness in
product pricing. (37)
 Finally, these e-commerce platforms also have the potential to develop and
expand their network of product suppliers. With the increasing trend of
online shopping and the trust of users, Shopee, Tiki, Lazada, and
Tiktopshop can enhance cooperation with suppliers and expand the
DrinkAid product portfolio.
- In general, selling products on e-commerce is an essential step for
DrinkAid to approach and learn about the retail market of functional foods
in Vietnam. E-commerce platforms like Shopee, Tiki, Lazada, and
Tiktopshop have a large scale and significant user base. With their
strength and potential, these platforms can provide DrinkAid products to
consumers conveniently and reliably, from which the company can have
appropriate strategies to succeed in Vietnam.
3. IMC Plan Programme
3.1. Marketing Strategy
3.1.1. Segmentation
3.1.1.1. Demography
- Age: 25-40 years old
- Gender: Both Male and Female
- Location: Ho Chi Minh City

- Income level: middle to upper-middle class
- Occupation: Offices worker
- Lifestyle: Knowledgeable about the effects of alcohol on health.
- Concerned about maintaining a healthy and balanced lifestyle.
3.1.1.2. Geography
- Live mainly in urban areas and major cities ( particularly focused on Ho
Chi Minh City).
- Inclined towards healthy trends and lifestyles.
3.1.1.3. Psychology
- Health-conscious and interested in a healthy lifestyle.
- Feel social pressure and desire to minimize the impact of alcohol on
health.
- Feel the need for a supportive product to alleviate alcohol-related
symptoms.
- Feel the need for a convenient and easy-to-use solution.
- Care about the price, but cheap is not necessarily good because they
demand the product quality they deserve.
3.1.1.4. Behavioural Patterns
- Regularly exposed to alcohol in social events or work-related situations.
- Seeking a solution to reduce alcohol-related symptoms.
- Spend on natural and non-harmful products.
- Researching and evaluating products before purchasing: through friends,
social networks (Facebook, Tiktok, Instagram, Youtube), Bloggers,
KOLs,…
- Online shopping through social networking sites and e-commerce
platforms.
- Regularly update health-related news, especially the harmful effects of
alcohol.
3.1.2. Targeting
 Target audience:

-
- Office workers: are individuals who may engage in social drinking after
work or during business meetings. These individuals may be looking for a
quick and effective solution to alleviate the effects of alcohol, allowing
them to function normally the next day. DrinkAid's product offering is
ideal for this segment as it provides a convenient and effective solution to
alleviate the effects of alcohol.
- Service industry workers: individuals who work in industries that require
frequent alcohol consumption are likely to be event organizers, restaurant
staff, bartenders, and club workers. These individuals may need to
consume alcohol as part of their job, and DrinkAid's product can help
them to function normally and avoid the negative effects of alcohol
consumption. This segment will likely be a repeat customer base, as they
may need to use DrinkAid's product frequently as part of their job.

Demographics Age: 25-45 years old
Gender: both male and female
Occupation: Office workers
Income: middle to upper-middle class
Behavioral - Regularly consumes alcohol during social and work-related events

Patterns - Aware of the adverse effects of alcohol on productivity and
performance
- Seeking a solution to mitigate the negative effects of alcohol.
- People with a dynamic lifestyle and a love for partying.
Psychographics - Busy and demanding work schedule, often working long hours.
- Feel the need for a supportive product to alleviate alcohol-related
symptoms.
- Care about the price, but cheap is not necessarily good because they
demand the product quality they deserve.
Pain Points - Experiences fatigue, lack of focus, and reduced productivity due to
alcohol consumption.
Media & - Researching and evaluating products before purchasing: through

Influencer friends, social networks (Facebook, Tiktok, Instagram, Youtube),
Bloggers, KOLs,…
- Online shopping through social networking sites and e-commerce
platforms.
- Personal channel: experience and habit.
TABLE 2 - CUSTOMER PERSONA

FIGURE 10 - CUSTOMER PERSONA

3.1.3. Differentiation
 Product
DrinkAid: Complete Alcohol Defence is the most comprehensive alcohol
defense supplement that protects from acetaldehyde, the root cause of side
effects. Here are the exceptional qualities that set DrinkAid apart and make it an
effective solution for detoxing the body from alcohol:
- Effectiveness: DrinkAid stands out due to its proprietary formulation, which
combines high-quality and natural ingredients known for their detoxifying
properties. The product contains a blend of antioxidants, vitamins, and herbal
extracts that synergistically support the body's detoxification process. This
holistic approach ensures more thorough and effective detoxification than
products relying on a single active ingredient.
- Targeted Detoxification: Unlike many other alcohol detoxification products,
DrinkAid specifically targets the detoxification of alcohol and its byproducts.
The formulation is designed to enhance liver function, promote the elimination of
toxins, and support the body's natural detoxification pathways. By focusing on
alcohol detoxification, DrinkAid provides a more specialized and tailored
solution for individuals seeking to recover from alcohol consumption.
- Scientifically Backed Ingredients: DrinkAid's formulation is based on PN
certified nutritionist and is compliant with local supplement guidelines. Besides,
it is manufactured in a GMP-certified facility with strict production quality
standards. The product includes ingredients such as Japanese raisin tree,
Pyroglutamic acid, Ginger extract, and vitamin B complex, which have been
shown to support liver health and aid in eliminating toxins. This scientific
foundation ensures the efficacy and reliability of DrinkAid's product.
- Customer Satisfaction and Reviews: We conducted a focused study across 50
individuals before and after they consumed DrinkAid. Suprisessingly, DrinkAid

has garnered positive feedback and testimonials from satisfied customers who
have experienced the product's benefits.
+ 93.8% felt a reduction in hangover symptoms (including headache, fatigue, and
nausea);
+ 74% felt a noticeable reduction in Asian flush levels;
+ 100% experienced no adverse reactions to the supplements.
As a proven result, these testimonials highlight the effectiveness of DrinkAid in
supporting alcohol detoxification and aiding in recovery. The positive reputation
and customer satisfaction further differentiate DrinkAid from similar products.
 Logo’s DrinkAid
FIGURE 11 – L OGO ’S
DRINK AID
- Color: The choice of white and red creates a strong and contrasting
combination. White can symbolize the recovery and purity that DrinkAid aims to
provide. Red is associated with energy, determination, and attention-grabbing
qualities. The color red can make the brand stand out and attract attention.
- Image: DrinkAid's logo, featuring white and red as the primary colors, should
establish a professional, reliable, and supportive brand image. Besides, it should
evoke feelings of recovery, health, and purity.
 Service
DrinkAid has developed a high-quality customer care service through social
media, specifically Facebook and Instagram. This allows us to reach many

potential and existing customers, creating a convenient environment for
customers to contact and receive prompt support.
Besides, customers can ask questions about ingredients, usage instructions,

effectiveness, and other relevant information. The DrinkAid customer care team
responds quickly and provides detailed information, helping customers better
understand the product.
In addition, DrinkAid focuses not only on selling the product but also on caring
for the customer's experience after purchase. Customers can contact DrinkAid
through our Facebook page when they encounter issues or require support. The
customer care team promptly responds and resolves problems, ensuring customer
satisfaction and trust.
In a nutshell, customers can learn about the product and receive post-purchase
support. This demonstrates DrinkAid's commitment to customer satisfaction and
providing the best experience for its customers.
 Channel
- The distribution channel of DrinkAid in the Vietnamese market primarily
focuses on utilizing e-commerce platforms such as Shopee and Tiki to reach
potential customers and the brand's target audience. This approach is
advantageous for a relatively new brand like DrinkAid as it allows them to access
a large number of online consumers.
- By using e-commerce platforms, DrinkAid can leverage the popularity and
convenience of online shopping in Vietnam. Consumers can easily search for and
purchase DrinkAid products through the mobile applications or websites of
Shopee and Tiki. This helps the brand expand its reach to a wider customer base,
including consumers in remote areas that may be difficult to access.
- Besides enhancing customer reach, using e-commerce platforms also helps
DrinkAid save operational costs compared to opening traditional brick-and-
mortar stores. The brand does not need to invest in renting physical spaces and

store decoration, allowing them to focus on product development and marketing
strategies.
3.1.4. Positioning
 Brand statement:
“We created DrinkAid with one aim in mind - to make alcohol consumption a
more enjoyable experience for everyone. This means reducing the common side
effects associated with alcohol - all so you can have better nights and even better
mornings.”
 Value proposition:
The solution for everyone exposed to alcoholic beverages: DrinkAid helps
reduce acetaldehyde levels, feel refreshed after drinking, get more restful sleep,
and reduce Asian flush, enabling customers to maintain focus and high
productivity while safeguarding their health.
Natural and safe: DrinkAid commits to using natural ingredients that are safe
and provide peace of mind to customers.
Convenient and Easy to Use: DrinkAid’s tablets or ready-to-drink solutions
offer convenience, allowing customers to carry and use them effortlessly
whenever needed.
 Positioning map:
Brand Awareness and convenience products in the functional food market for
alcohol detoxification in Vietnam.

3.1.5. Marketing Mix (4Ps)
Product: Product packaging must be designed in Vietnamese so that users can
clearly understand information about the use, ingredients, origin, ... of the
product. In addition, it is possible to develop a small form, which is divided into
doses for one use, which will be suitable for the trend of "fast-compact-
convenient" of consumers.
Place: Set up a warehouse in Vietnam to facilitate domestic distribution.
Choose online shopping channels and e-commerce platforms as official selling
points. Shipping methods will be negotiated with sales partners (online shopping
channels, e-commerce platforms).
Promotion: Find a brand ambassador (Choose a KOL macro) and add one to
two KOCs and a group of KOL microphones to increase brand awareness among
users. Focusing mainly on KOLs who are office workers, young people aged
between 25-40 years old and KOCs in health and FnB (you can choose to add
KOC as a famous Bartender to increase prestige). Combined with a number of
restaurants selling alcoholic beverages suitable for the segment (do not choose
popular restaurants), focusing on restaurants and restaurants in the central area to
display products, display standees trademark. In addition, Karaoke rooms are also
a good choice.
Price: Offer many discount policies for wholesale buyers, distributors,...
Provide suitable discounts for restaurants, Karaoke rooms. In addition, give a trial
discount code for new customers and a discount code for customers for the next
purchase during the first time of product promotion.
3.2. IMC Plan
3.2.1. The message
“Chỉ với hai viên - Cơn say tan biến”
3.2.2. The purpose of the plan
Improve brand awareness with users, introduce products to the public.
3.2.3. Master plan
3.2.3.1. Phase 1: Make attention

Run in the first month of the campaign (from January 1 to January 31)
with the aim of giving users an impression of the brand's image. DrinkAid is
an extremely new and unfamiliar brand for consumers in Vietnam, so at this
stage, we have used social media channels, advertised on TV and found a
KOC to act as a brand ambassador.
3.2.3.2. Phase 2: Present the product
Run for the next 2 months (from February 1 to March 31) on social
media channels, find more micro KOLs, stay active with brand ambassadors,
TV commercials, indoor ads and outdoỏ ads. We use many tools in parallel
because this is the time when we launch the product after 1 month of
launching the brand with users in Vietnam. Aim to impress consumers with
product features. The high frequency of appearance will both reach many
users and make them remember the product more.
3.2.3.3. Phase 3: Interaction
In the next 2 months (from April 1 to May 31), we will keep our social
media channels, TV ads, indoor ads, and outdoor ads, and have a new
channel called POSM. This is the stage of creating customer's desire to buy
for the product, so the POSM that we use is a tester and sets up a standee for
the purpose of allowing customers to experience the product.
3.2.3.4. Phase 4: Action “to-buy"
In the last month of the campaign, DrinkAid will create more tools to
stimulate purchases in addition to the tools that have been run before -
discount codes on the E-commerce platform. This is a tool that can stimulate
the purchase action of consumers when they can buy the product at a
discount as well as after spending a period of time when they have access to
the product and receive good feedback from consumers.

FIGURE 13 – M ASTER PLAN
3.2.4. KPI
We expect to sell 18,000 products within 6 months of running the campaign
(estimated revenue 6,120,000,000).
3.2.5. Marketing Budget
 Social Network Management And Internet Marketing: We pay 4.500.000
VND for running ads on both Facebook and Instagram.
 Advertising: We pay 701.500.000 VND for using wide-area media such as
TVC, outdoor advertising, indoor advertising.
 Direct Marketing: We pay 49.600.000 VND for using POSM (standee and
tester).
 KOCs - KOLs - Celebrity: We pay 362.000.000 VND for using KOCs -
KOLs - Celebrity.
 Sale Promotion: We pay 34.000.000 VND for releasing discount codes on
E-commerce platforms.

3.2.6. Detailed IMC Plan
FIGURE 14 – ACTION PLAN

 Social Network Management And Internet Marketing:
We create Facebook and Instagram pages for the brand in Vietnam and we will
operate it ourselves, not through an intermediary. Besides, we run ads to increase
reach to users and increase brand interaction.
 Advertising:
Choose Van Hanh Mall and Viettel Complex to implement the LCD
advertising plan at the elevators because in these two places, potential customers
(according to the customer portraits set out) appear and approach the most. In
addition, DrinkAid will place a Billboard at the Ben Thanh Market roundabout
because this place is located in the city center, the traffic is not less and there are
many hidden bars, pubs, etc.
DrinkAid will bring its TVC to the two largest television stations in Vietnam in
both regions of the country - HTV and VTV. Go to HTV7 at 19:00-19:30 and
VTV3 from 18:50-19:00.
 Direct Marketing:
Contact to order standees at restaurants that sell alcoholic beverages, choose
restaurants in the center, designed to suit office workers and young people. In
addition, samples will be sent to the mentioned bars, pubs, karaoke rooms and
restaurants so that users can see and try the product.
 KOCs - KOLs - Celebrity:
Choose the duo KOC Quyen Nam Station as the brand ambassador. This is a
pretty reputable bartender couple in the community as well as having won many
awards at home and abroad. Besides, Quyen Nam also gained some reputation
and influence among users who like alcoholic beverages. Cooperate with the
ambassador for 6 months.
Choose 2 microphone KOLs of FnB and Lifestyle industries to collaborate on
posting more product review video clips.
Sponsor 2 MVs of rapper-singer duo BigDaddy and Emily because their
audience and followers are suitable for potential customers of the brand.

 Sale Promotion:
Launching discount codes on products for e-commerce platforms to stimulate
users' purchases. Priority access on Shopee and TiktokShop because these are the
two most popular platforms, followed by Tiki and Lazada.
3.2.6.1. Digital Marketing
- Social Media:
In January 2023, Vietnam had 70.00 million social network users. At the
beginning of 2023, the number of social network users in Vietnam reached
71.0% of the total population, but according to data from the advertising
planning tools of the leading social networking platforms, there are only
64 .40 million users 18 years of age or older. 89.8% of Vietnam's total
Internet users used at least one social networking platform by early 2023.
The rise and popularity of social networks in Vietnam offers opportunities

to reach potential markets and a large customer base. However, businesses
need to face competition and challenges in attracting and managing the
brand's image on social networks.
FIGURE 15 – O VERVIEW OF SOCIAL MEDIA USE

For young people, there are two popular social networking platforms that
are Facebook and Instagram.
Facebook Instagram
There are 66.20 million users in Vietnam There are 10.35 million users in Vietnam
Facebook's advertising reach in Vietnam is Instagram's advertising reach in Vietnam

equivalent to 67.2% of the total population is equivalent to 10.5% of the total
population at the beginning of the year
50.2% of Facebook's advertising audience 62.5% of Instagram's advertising audience

in Vietnam is female and 49.8% is male in Vietnam are female, while 37.5% are
male
Advertising on Facebook in Vietnam offers Advertising on Instagram in Vietnam

the opportunity to reach a diverse audience offers the opportunity to reach a young
and accuracy in advertising orientation. audience and diversity in advertising
objectives
TABLE 3 - COMPARISON BETWEEN FACEBOOK AND I NSTAGRAM
3.2.6.2. x

E-commerce operations are currently becoming more and more varied.
The world in general and in Vietnam specifically, is more popular than ever.
Customers benefit greatly from its convenience, particularly during the
COVID-19 pandemic. Consumers can save a ton of time and improve the
quality of their lives by purchasing online. There are numerous well-known
e-commerce trading floor in Vietnam, including Lazada, Shopee, Tiki, and
many more.
Because of this, one of the requirements that must be fulfilled to secure
sales is selling DrinkAid products on e-commerce platforms.

 Advantages and Disadvantages of E-commerce:
Advantages of E-commerce Disadvantages of E-commerce

 Attractive user interface, easy to use, and  Product censorship regulations are
loved by many customers. increasingly strict, censorship time
 Customers are encouraged to shop by many is prolonged and censorship
Marketing campaigns and promotions. repeats for old products.

FIGUREbase
The customer 16 - is
T OP 5 POPULAR
mainly -COMMERCE PLATFORMS
youngEpeople ON SOCIAL
When there is a disagreement
NETWORKS IN 2022
with many different needs and interests, between the store and the
willing to try new products. consumer, there are unfavorable
 The process of opening a store is quick and and unsatisfactory conditions for
simple through steps of verifying email, the seller.
phone number.
 For regular shops, the establishment fee is
free and the business commission fee is 0%.
 Sellers and consumers can interact easily

through chat frame.
 Plan:
TABLE 4 - ADVANTAGES AND DISADVANTAGES OF E - COMMERCE

E-
commerce’s Introduce Activities
name
Tiki In recent years, Tiki has made great  Create legitimate,
progress and risen to the top of the most authorized sales pages in
popular e-commerce platforms. Tiki Vietnam.
builds an all-in-one commerce  Discounts, vouchers,
ecosystem, including TikiNOW coupons, and other
(providing logistics services), Ticketbox promotional codes on
(event ticketing, movie watching specific dates throughout
services), Tiki Trading, and Tiki the month, depending on
Exchange offering 10 million products the e-commerce platform.
from 26 industries serving millions of

customers.
Shopee was officially launched in
Vietnam in 2016 and quickly received a
lot of attention from consumers. With
skillful communication campaigns and
Shopee many incentives for both sellers and
buyers, this e-commerce platform quickly
rose to the No. 1 position in Vietnam and
has continuously maintained that position
until now.
Lazada is owned by Alibaba Group,
launched in Vietnam in March 2012, and
have headquartered in Singapore.
Products and services on Lazada range
from furniture, electronics to consumer
Lazada
goods...In recent years, Lazada has
gradually gained popularity and reached
the 2nd position in the ranking of the
most trusted e-commerce platforms in
Vietnam.
Tiktok Shop TikTok Shop is a new and advanced  Creating an official
shopping feature that helps sellers, TikTok channel to
brands, and creators showcase and sell promote the brand's
products directly on TikTok via video, activities in the
LIVE, and product launch tabs. Bringing Vietnamese market and
entertainment to commerce, this is putting promotional
Shoppertainment. Although only campaigns with linkages
launched in 2022, by using the to the brand's products.
widespread popularity of the TikTok  Collaborating with KOLs
platform, the TikTok Shop quickly rose and KOCs to promote

strongly in the rankings with attractive items to raise brand
offers for both buyers and sellers. awareness and connect
links to products to boost
sales.
TABLE 5 – P LAN FOR E-COMMERCE
3.2.7. PR
3.2.7.1. PR Objective for the “Chỉ với 2 viên-Cơn say tan biến” campaign
Raise customers' awareness about safe alcohol consumption to ensure
their health to work the next day. Due to the nature of the job, often having
to receive partners or being forced to use alcohol at parties with friends
makes customers tired, not alert, and less effective the next day. Therefore,
using a hangover pill is the best solution for customers to have a better
drinking experience and wish to avoid side effects caused by alcohol such as
blushing, headache, etc.
It is essential to have clear and consistent messaging to communicate
DrinkAid's benefits effectively. The key messages will revolve around
DrinkAid's fast-acting formula, scientific backing, and its ability to alleviate
the most common hangover symptoms such as headaches, fatigue, and
nausea. By highlighting the product's natural ingredients and compatibility
with various lifestyles, we will position DrinkAid as a healthy and
responsible choice. By using DrinkAid's hangover pills, customers can
safely enjoy the party with friends without thinking about the side effects of
alcohol. This campaign also will focus on convincing clients to use safe
hangover pills so as not to affect the quality of their work the next day.
The PR objective of this campaign is to give consumers the self-
assurance and comfort they need to consume alcohol without hesitating their
decision to turn down a friend's offer to drink or seek a leave of absence the
following morning in the office.
3.2.7.2. PR Strategies for the “Chỉ với 2 viên - Cơn say tan ” campaign

 Collaboration with KOLs, KOCs: In the early stages of the campaign, to
increase brand awareness for customers. We will collab with KOLs, KOC
on social networking platforms such as TikTok, Facebook, and Instagram.
By posting funny, useful content, they can promote this campaign to
increase the sense of responsibility for using hangover pills before
drinking alcohol to minimize the side effects caused by alcohol for a better
drinking experience. In addition, their posts will be linked to the product
sale page to stimulate the customer's product trial.
 Collaboration with reputable health experts/influencers: Leveraging
influencers and experts in the field will be pivotal in raising awareness
and establishing DrinkAid's credibility. We will collaborate with health
and lifestyle influencers, nutritionists, and wellness experts to endorse
DrinkAid and share their experiences with the product. Their testimonials
will reinforce the brand's reliability and generate a sense of trust among
the target audience.
 Generate Media Coverage: To reach a broader audience, we will create
a media outreach campaign targeting lifestyle, wellness, and health
publications. By crafting engaging press releases highlighting DrinkAid's
unique selling points, we aim to secure features, interviews, and product
reviews to generate media coverage.
 Offering samples at bars and clubs: Offer samples or trial packs of the
hangover pill at social events, bars, or through partnerships with relevant
businesses. This allows potential customers to experience the product
firsthand and increases the likelihood of future sales.
3.2.7.3. PR Tactic for the “Chỉ với 2 viên - Cơn say tan biến” campaign
 Collaboration with KOLs/KOCs:
- Cooperating with KOLs, KOCs have enough followers on social media
platforms such as Facebook, Instagram, and especially TikTok to create
content videos to introduce products for customers to help them better
understand the use of products

- Post videos with hashtags: #DrinkAid, #Chivoi2vien-
- Offering exclusive discount codes in product affiliate links of KOLs,
and KOCs.
 Collaboration with reputable health experts/influencers:
- Create podcasts or short interviews with health
professionals/influencers and post them on DrinkAid's official social media
platforms.
 Collaboration with famous online newspapers:
Buy articles about products from famous online newspapers such as
ZingNews, VietNamNet, Dan Tri, Bao Moi Newspaper,...
 Offering samples at bars and clubs:
- Links with bars and clubs in the central districts of the city. Ho Chi
Minh City to give customers samples of the product.
- Free trial products after customers leave the bar if customers take
pictures with products at bars, and clubs with hashtags #DrinkAid,
#Chivoi2vien-Consaytanbien
4. Conclusion
From the analysis of the Macro environment of Vietnam in Part 2, we have partly seen
that Vietnam is a lucrative market not only for DrinkAid in particular but also for other
alcohol products in the market in general. However, how to win this delicious piece of
cake depends greatly on the strategic thinking of each manager. Part 3.4 is our team's idea
of developing this product in the Vietnamese market. With all the knowledge learned
from this subject, our team is confident to say that our team's plan can make DrinkAid a
formidable opponent in today's antidote.

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MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY

THE INTERNATIONAL MARKETING PLAN

Course Code: 0100

Course Name: International Marketing

Lecturer: Mr. Vu Hai Nam

LIST OF GROUP MEMBERS...................................................................................................................9

WORK CONTRIBUTION RECORD TABLE.......................................................................................10

1.1. Company background...............................................................................................................13

1.1.1. Company history:.......................................................................................................................13

1.1.2. Mission statement & vision:.......................................................................................................13

1.1.3. Product line – DrinkAid:............................................................................................................13

1.2. SWOT analysis:..........................................................................................................................14

2. Macro Environment of Viet Nam.....................................................................................................15

2.1.1. Political Structure.......................................................................................................................15

2.1.2. Political Stability.........................................................................................................................16

2.1.3. Political Climate.........................................................................................................................17

2.2.1. GDP Growth...............................................................................................................................17

2.2.2. Trading Statistics........................................................................................................................18

2.2.3. Labor force and unemployment in country.............................................................................22

2.2.4. Inflation rate...............................................................................................................................23

BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 2

2.3.3. Alcohol culture............................................................................................................................25

2.4.1. Pharmaceutical manufacturing technology in Vietnam.........................................................26

2.4.2. Health Information Systems in Vietnam (HIS).......................................................................26

2.5.1. Market Overview........................................................................................................................27

2.5.3. Michael Potter’s Five Forces.....................................................................................................28

2.5.3.1 Competition in the country.................................................................................28

2.5.3.2 Potential of new entrants into the industry.......................................................29

2.5.3.3 Power of supplier.................................................................................................29

2.5.3.4 Power of customer...............................................................................................29

2.5.3.5 Threat of substiculture products.......................................................................30

2.6.1. Vietnamese Law..........................................................................................................................30

2.6.2. The Commercial Law of Vietnam.............................................................................................31

2.6.3. International Trade Agreements..............................................................................................32

2.6.4. About Wellness and Fitness Services........................................................................................33

2.7. Tranding Infrastucture:............................................................................................................34

BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 3

3. IMC Plan Programme.......................................................................................................................37

3.1. Marketing Strategy....................................................................................................................37

3.1.1.4 Behavioural Patterns..........................................................................................38

3.1.5. Marketing Mix (4Ps)..................................................................................................................46

3.2. IMC Plan.....................................................................................................................................46

3.2.1. The message................................................................................................................................46

3.2.2. The purpose of the plan.............................................................................................................46

3.2.3. Master plan.................................................................................................................................46

3.2.3.1 Phase 1: Make attention.....................................................................................46

3.2.3.2 Phase 2: Present the product.............................................................................47

3.2.3.3 Phase 3: Interaction............................................................................................47

3.2.3.4 Phase 4: Action “to-buy"...................................................................................47

3.2.5. Marketing Budget.......................................................................................................................48

3.2.6. Detailed IMC Plan......................................................................................................................49

3.2.6.1 Digital Marketing................................................................................................50

BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 4

BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 5

Table 1 – SWOT analysis............................................................................................................13

BÁO CÁO CUỐI KỲ - NGHIÊN CỨU MARKETING 6