The Winx

LÊ NGUYỄN PHẠM HẢI

ÂU
ĐẶNG TRẦN BĂNG NHI
NGUYỄN THỊ UYỂN
NHI
PHAN THÚY QUYÊN
PHAN LÊ TRÚC QUỲNH
 DEVELOPING PR PLAN
IN THREE YEARS
(2022-2025)
FOR JOCO FRUIT JUICE
OF UNIBEN OPV CO., LTD.
 Table of contents
A B C
INTRODUCTIO CONTENT CONCLUSIO
N OVERVIEW N
1. COMPANY 1. PR PLAN
2. JOCO PRODUCT 2. SCHEDULE
INTRODUCTIO
N
1. COMPANY
OVERVIEW
2. JOCO PRODUCT
 01
COMPANY OVERVIEW
UNIBEN CORPORATION
 Uniben Joint Stock Company:
• on June 1, 1992
• Viet Hung Food Industry Co., Ltd.
• instant noodles for domestic and export markets.
 Development process
The historical milestones in our development process
over the past 26 years
“Connect together, Grow together” of UNIBEN
 1992 1995 2004

A dynamic company + Exporting Instant Noodles We presented 3 Mien brand

steady growth to Russia and other to aim at the domestic
European markets market.
 2009 2011 2012
Collaborating with the From Instant Noodles to Reeva brand was created to
HCMC Nutrition Center to Instant Rice based products help propel us towards
launch 3Mien I-diode (Noodles, Vermicelli, international economic
supplement seasoning Porridge) integration
products
 2013 2014 2015
Introducing 3 Mien Changing to UNIBEN Inaugurating a new
fish sauce JSC => Multi-nation UNIBEN factory in the
company (Multi-brands Hung Yen province
and Multi-products)
 2016 2018 2019

"3 Miền" brand is one of UNIBEN is crowned Inaugurating a new

the "Most Chosen Brands winner of ‘Health UNIBEN factory in the
Food Vietnam 2016” - Promotion’ in the Asia Binh Duong province
Kantar World panel Responsible Enterprise
Awards 2018
Founded: June 1, 1992
•Logo:
•President - Representative first name: Vu Tien Dung
•Headquarters: PhanVan Doi Street – Tien Lan Hamlet –
Ba Diem Commune – Hoc Mon District – Ho Chi Minh City.
•Stock code: unlisted
•Tax code: 0301442989
•Enterprise code: 0301442989-007
•Area served: World
•Website: unibenfoods.com
•Tel: 028-37125697
•Fax: 028-37125699
•Email: tuyet.mai@unibenfoods.com
FUNCTIONAL ORGANIZATIONAL STRUCTURE
 02

PRODUCTS
A new product of Uniben:
 meeting the demand for a drink derived from nature with
innovative flavors;
 10 years of researching and analyzing market;
 a closed line;
 ensuring food safety and hygiene;
 Ho Chi Minh City Department of Health;
CONTENT
1. PR PLAN
2. SCHEDULE
 1.1
ANALYSIS OF THE SWOT
MATRIX OF UNIBEN
 PR PLAN
A. MARKET

STRENGTH
WEAKNESS
o Joco's main customers are still o Joco's market share is
young people, interested in their threatened by other products of
own health and their families, the group and other brands of
who have a decent income. rehydration products, good for
=> growing rapidly and accounts health.
for the majority of the total
population of Vietnam.
 PR PLAN
A. MARKET
OPPORTUNITIES THREATS

o The volume of instant o Many brands are entering and

mineral supplement drinking
water is increasing sharply
o Consumers are now gradually
shifting from carbonated
water to using healthful
products.
sharing market in the healthy
beverage segment.
o There are many different brands
of mineral water on the market
today.
 PR PLAN
B. PRODUCT

STRENGTH WEAKNESSES
o A product of the line with o The economy was affected by
health benefits from Covid-19  the PR plan faced
electrolytes many difficulties
gaining popularity among
consumers.
 PR PLAN
B. PRODUCT

OPPORTUNITIES THREATS

o Products with outstanding o Fierce competition comes

features can satisfy demanding from competitors through
customers. sales and communication
o A situation of counterfeiting
 poor quality for
consumers.
 PR PLAN
C. DISTRIBUTION

STRENGTH WEAKNESSES
o Is being expanded o Unstable in terms of
globally to new markets: organization and personnel.
Russia, Laos, Australia,
Cambodia, etc.
 PR PLAN
C. DISTRIBUTION
OPPORTUNITIES THREATS

o Having better opportunities to o Agents will not enthusiastically

reach consumers => increase in cooperate with Uniben because
sales. we will take away their customers
o The company's reputation is (cooperate with distributor selling
raised in the hearts of consumers. route).
o The product has many lines to o Distributors have difficulty
help facilitate penetration into managing the output of the
many different market segments. product.
 PR PLAN
D. PRICE
STRENGTH WEAKNESSES
o Using competition & multi-price o Often happens the dumping in
policy the dumping zone.
o Creating price flexibility for each o Difficulty in management.
area.
o Increasing price competitiveness in
some markets.

OPPORTUNITIES THREATS

o Using price competition policy in o Being competed by price

the CBD. competition.
 PR PLAN
E. PROMOTIONAL COMMUNICATION

STRENGTH WEAKNESSES
o Use all kinds of media to build o There is not enough budget
your brand image. to hit all markets.

OPPORTUNITIES THREATS
o Trusted by consumers about o Consumers may not
the brand, focusing on PR in immediately accept the way
key markets. of positioning another brand
of the same line.
o Consumers misinterpret the
message conveyed by the
trademark.
 1.2
DEFINE THE OBJECTIVES
OF THE PR PLAN
 PR PLAN

a. Consumer perception
Helping improve customer psychology:
 Made by fresh fruit which is clean, delicious.
 Associating with the image of Joco in particular and Uniben company in
general.
b. Consumer attitude
All people especially young people aged 15-25 years old are always
interested in food safety and health.
c. Consumer behavior
+ Building habits for about 5% of the 8.9 million consumers in the city.
+ Using Joco juice as a delicious, nutritious and healthy drink.
 1.3
IDENTIFY THE TARGET
AUDIENCE
 PR PLAN

Young people:

 Unhealthy habits + have high consumption demand, always want

to discover new things, dynamic, like to participate in volunteer
activities, contests.

 Association for the environment, care about health issues of

themselves and everyone around them.
 1.4
BUILDING MESSAGES
 PR PLAN
Main message: "JOCO – YOUR JUICE YOUR STYLE"

We are inspired by living happily, living healthy, active to build this message with the
aim:
 Encouraging consumers to believe in Joco products in particular and Uniben
products in general.
 When doing the mission of "YOUR STYLE", Joco launches a line of juices with 5
different flavors and colors representing 5 different qualities.
Litchi with Coconut Jelly and JOCO Aloe
Vera Grape Juice for a refreshing drinking
experience, with a refreshing sweet and sour
taste.
o Coconut jelly and aloe vera are crunchy,
delicious and flavorful.
o Litchi helps prevent cardiovascular
disease, prevent cancer, green grapes help
reduce blood sugar, prevent diabetes.
Aloe Vera and Passion Fruit JOCO for a
“balanced” lifestyle, have a cool, refreshing
taste  cooling the body.
Aloe Vera Bird’s Nest with sweet taste, less
sugar

 supporting digestion, enhancing nutrient

absorption, thanks to its nutritious oats,
confidently conquering women who are in
need of food

 helping to purify the body, beautiful skin.

 1.4
BUILDING STRATEGY AND
TACTICS
● Strategy 1: Researching the consumers
through TV and social networks

• Tactic 1: Presenting a video

 Media Days Time Expected Costs
TV channels: At 7:00 pm and
1/1/2022 to 1/1/2025 200M(VND)/quarter
HTV7, HTV9, HTV2. 8:00 pm
1/1/2022 to 1/1/2025
Social networks:
(on all days of the 24h 90M(VND)/quarter
Facebook, Youtube. week)
● Strategy 2: developing a relationship strategy with media

● Tactic 2: Organizing a SHOWCASE

 A music party aim to introduce product and in order to everyone
experience the product.
 A showcase is held 3 times/year( 1st quarter,2nd quarter,3rd
quarter).

● Detail of a template showcase:

 Held in malls Ho Chi Minh City (Van Hanh Mall, Parksion
Venue Hung Vuong, Crescent Mall), which attracts many young
people to come
7:00-9:00pm: the showcase is taking place while the staffs are
Time
marketing JOCO products to audiences.
Guests Uni5 band
On the Uniben's Fanpage, online newspapers (Yan News,
Introduction Thanhnien.vn, Kenh14.vn), running ads on Youtube, Facebook,
and electronic boards at some universities in the city.
 Each mall attracts 200 attendees of all ages participating and
Objectives experiencing the product, articles about the showcase in 10
newspapers, 20 websites, social networks: Facebook, Zalo, ...
+ Attracting guest shopping mall, and Uni5 fanclub

+ Each customer who experiences JOCO products at the

showcase will be given a lucky number. After the showcase
Contents
ends, a giveaway will be held to give gifts to 10 lucky people.
Each person will be given a hat with JOCO logo and choose a
bottle of water from the JOCO product set.
Estimated cost 150M (VND)
  Strategy 3: Sponsoring THE FACE show 2022
 Tactic 3: Apply for sponsorship of The Face show
2022

Time During show

Objects All attendant in show
Estimated cost 500M (VND)
 EXPECTED BUDGET FOR STRATEGIES(3 years)

ACTIVITIES COSTS (VND)

1. Referral in the media 1B160M (VND)
2. Festival "Drink Joco, run with Joco" 150M (VND)
3. Sponsorship of sports tournaments 500M (VND)
TOTAL 1B810M (VND)
 TIME
ACTIVITIES BUDGET 1st  2nd 3rd 4th
quarter quarter quarter quarter
2. SCHEDULE
Cost of advertising videos
150M (VND)      
 

        
-KOLs: 100M (VND)   

         
Referral in the
50M (VND)  
media -Production cost 150M      
TV Channels: HTV7, HTV9,
400M (VND)            
HTV2
Social networks: Facebook,
180M (VND)            
Youtube.

Showcase 150M (VND)            

Sponsorship of THE FACE show 500M (VND)         

 CONCLUSIO
N
 The PR program:
+ increasing of Joco's revenue;
+ for Uniben after the Covid-19 epidemic;
 The group strategy:
+ affirming Joco's name in the beverage market;

+acting for human health;

 An effective communication program:
+ promoting the company's brand and image;
+ requiring a lot of time, cost and practical experience.
THANK YOU