ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and

Unit 2. Marketing Essentials
title

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Huynh Thi Tu Trinh – GBD 19989 Trinh

2. Hoang Thi Thuy Hien – GBD 19955 Hien

Group number:
3. Nguyen Le Khanh Tung – GBD 19933 Tung

4. Dau Van Quang – GBD 191362 Quang

5. Nguyen Thi Ngoc Dai – GBD 19953 Dai

Class GBD 0805A Assessor name Nguyen Thi Kieu Trang

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false
declaration is a form of malpractice.

P4 M4 D2
 OBSERVATION RECORD
Student 1 Huynh Thi Tu Trinh
Description of activity undertaken
- Competition analysis – 7Ps
- PESTEL
- New Marketing Mix – 7Ps
- Action Program

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Student 2 Hoang Thi Thuy Hien

Description of activity undertaken

- Competition analysis – 7Ps
- Issues
- New Marketing Mix – 7Ps
- Control

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Student 3 Nguyen Le Khanh Tung
Description of activity undertaken
- Porter Five Forces
- Customer analysis
- SWOT
- Budget

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signature:
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Student 4 Dau Van Quang
Description of activity undertaken
- Competition analysis – 7Ps
- Marketing Strategy: Segmentation, Targeting, Positioning
- New Marketing Mix – 7Ps
- Control

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signature:
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Student 5 Nguyen Thi Ngoc Dai
Description of activity undertaken
- SMART
- New Marketing Mix – 7Ps

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 MARKETING ESSTENTIALS
Assignment 2: “Marketing Plan with the use of Marketing Mix”

Assessor’s Name: Nguyen Thi Kieu Trang

Student’s Name: Tu Trinh, Thuy Hien, Khanh Tung,Van Quang, Ngoc Dai
Class: GBD 0805A
Word Count: 10500
Table of Contents
I. EXECUTIVE SUMMARY ............................................................................................................................... 1
1. General Introduction ................................................................................................................................................... 1
2. Company Profile ......................................................................................................................................................... 2
3. Established History ..................................................................................................................................................... 3
4. Development Process ................................................................................................................................................ 3
5. Vision - Mission ........................................................................................................................................................... 4
6. Products ....................................................................................................................................................................... 5
II. SITUATION ANALYSIS .................................................................................................................................. 5
1. Marketing Environment and the impact on Business Activities ........................................................................... 5
1.1. Internal Environment............................................................................................................................................................5
1.2. External environment ...........................................................................................................................................................6
2. Marketplace Information ............................................................................................................................................ 9
2.1. Porter Five Forces................................................................................................................................................................9
3. Competition Analysis ................................................................................................................................................ 11
4. Customer Analysis .................................................................................................................................................... 19
4.1. Customer segmentation ....................................................................................................................................................19
4.2. Consumer trend ..................................................................................................................................................................19
5. Company’s internal capabilities .............................................................................................................................. 20
5.1. Strengths .............................................................................................................................................................................20
5.2. Weaknesses........................................................................................................................................................................20
5.3. Opportunities .......................................................................................................................................................................20
5.4. Threats .................................................................................................................................................................................21
III. MARKETING CAMPAIGN OBJECTIVES AND ISSUES .................................................................... 21
1. Issues ......................................................................................................................................................................... 21
2. Objectives .................................................................................................................................................................. 21
IV. MARKETING STRATEGY ....................................................................................................................... 24
1. Marketing strategies ................................................................................................................................................. 24
1.1. Market Segmentation ........................................................................................................................................................24
1.2. Market Targeting ................................................................................................................................................................24
1.3. Market Positioning..............................................................................................................................................................25
2. Marketing Mix – 7Ps ................................................................................................................................................. 27
V. ACTION PROGRAM ..................................................................................................................................... 29
VI. BUDGET ..................................................................................................................................................... 30
VII. CONTROL .................................................................................................................................................. 32
1. Control social networks ............................................................................................................................................ 32
2. Budget management and spending supervise..................................................................................................... 32
3. Maintain and create relationships with customers............................................................................................... 32
VIII. CONCLUSION ........................................................................................................................................... 34
IX. REFERENCES .......................................................................................................................................... 35
Table of Table
Table 1: General Information of Kinh Do JSC .................................................................................................... 2
Table 2: Comparison marketing mix between Kinh Do and Givral................................................................ 18
Table 3: Strengths and weaknesses of Kinh Do .............................................................................................. 18
Table 4: Kinh Do's customer segmentation ...................................................................................................... 19
Table 5: The marketing mix 7Ps of Kinh DO..................................................................................................... 28
Table 6: Marketing action program for Kinh Do................................................................................................ 30
Table 7: Total budget of social media ads......................................................................................................... 30
Table 8: Total budget of booking influencers .................................................................................................... 31
Table 9: Total budget of Media ads .................................................................................................................... 31
Table 10: Budget others ....................................................................................................................................... 31
Table 11: Estinmated advertising budget for 6 months ................................................................................... 32

Table of Figures
Figure 1: Logo of Kinh Do Joint Stock Company ............................................................................................... 1
Figure 2: Products of Kinh Do JSC....................................................................................................................... 5
Figure 3: Profit of Kinh Do .................................................................................................................................... 23
Figure 4: Kinh Do's Positioning map .................................................................................................................. 25
 I. EXECUTIVE SUMMARY
1. General Introduction

Figure 1: Logo of Kinh Do Joint Stock Company

Kinh Do is a subsidiary of KIDO Group. The company is one of the largest moon cake companies in
Vietnam. Kinh Do has a unique business model of designing, manufacturing, distributing and selling
through its retail network.

Recently, due to the influence of COVID-19 epidemic, the moon cake market this year is somewhat
slower than every year. Therefore, to stimulate consumer demand, Kinh Do launched many new and
unique products such as Black & Gold Mooncake, Golden Mooncake, Crystal Mooncake, Oreo Moon
Cake,...

This report will analyze Kinh Do's situation at this time and point out the company's goals and problems.
From there, building a detailed marketing plan to help the company increase revenue and brand image
in the Vietnamese market. The company will reap profits when implementing this marketing program,
helping the company avoid the risk of loss during difficult times, creating a good motivation for further
development in the future.

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 2. Company Profile
Mondelez Kinh Do Viet Nam Joint Stock
Full name
Company

Short name Mondelez Kinh Do

141 Nguyen Du Street, Ben Thanh, District 1, Ho

The head office
Chi Minh City

Chairman of the board Mr. Tran Kim Thanh

Established date 1993

Phone number (84) (8) 38270838

Fax (84) (8) 38270839

Email [email protected]

Website www.kinhdo.vn
Table 1: General Information of Kinh Do JSC

Kinh Do Joint Stock Company is a large company specializing in the production and trading of snacks in
Vietnam. The company's main products include cakes, candies and ice cream. Kinh Do is currently one
of the most profitable private companies among the companies listed on the stock market in Vietnam.
The board members are voted by the Vietnamese media as the richest individuals in Vietnam based on
stock assets.

Kinh Do Company is currently the leading confectionery manufacturing and processing company in the
Vietnamese market with 7 consecutive years voted by consumers as High Quality Vietnamese Goods.
Kinh Do's distribution network covers 64 provinces and cities with 150 distributors and nearly 40,000
retail points. Kinh Do's products have been exported to 20 countries around the world such as the US,
Europe, Australia, the Middle East, Singapore, and Taiwan, with an export turnover striving to reach 10
million USD by 2003.

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 3. Established History
Kinh Do Food Processing and Construction Co., Ltd was established in 1993. Initially, it was a small
snack factory in Phu Lam, District 6, Ho Chi Minh City with investment capital of 1.4 billion VND and
about 70 employees. At that time, the company had the function of producing and trading Snacks, a new
product for domestic consumers.

4. Development Process
The years 1993 and 1994 were a milestone for the growth of the company, through its success in the
production and trading of snacks.

From 1996 to 2000, the company continuously poured capital and invested in production technology,
expanded its scale across the North, Central, and South and succeeded with many new products such
as hard candies, Cookies, Cracker, Chocolate candy ...

Year 2001 was identified as the year of export of Kinh Do Company. The company is determined to
further promote exports to the US, France, Canada, Germany, Taiwan, Singapore, Cambodia, Laos,
Japan, Malaysia and Thailand markets. In 2001, the company expanded its export to the world with great
success. Meanwhile, Kinh Do trademark has also covered all provinces in the country.

In 2002, the company's products and production lines were certified with ISO 9002 by BVQI and then
ISO 9002: 2000. Along with the increased charter capital to 150 billion VND, the company started to
enter the moon cake market and changed its name to Kinh Do Joint Stock Company.

Starting from October 1, 2002, Kinh Do Company officially transformed from Kinh Do Construction and
Food Processing Co., Ltd. to the form of Kinh Do Joint Stock Company.

Consumption output of the following year is always double compared to the previous year. Kinh Do
currently has a network of 150 distributors and over 30,000 retail outlets nationwide. Annual growth rate
of distribution channel increases from 15% to 20%.

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Especially in 2010, Kinh Do merged the Northern Kinh Do Joint Stock Company (NKD) and Ki Do
Company into Kinh Do Joint Stock Company (KDC). Kinh Do's orientation is through the M&A tool, which
will expand the scale of the food industry with the ambition of becoming a leading food corporation not
only in Vietnam but also having a position in Southeast Asia.

With the development orientation to become a multidisciplinary corporation, Kinh Do also expands into
many other fields such as real estate investment and business, finance and retail system development.
Accordingly, the domains have a supportive correlation. The parent company plays the role of financial
investment, subsidiaries operating in each sector with specific industries in the direction of the Group's
general development.

5. Vision - Mission
Vision
With enthusiasm, creativity, foresight and true values, we not only create but also instill our pride in
products and services essential to a full life.
- Slogan: A taste for life

Mission
With consumers, creating suitable, convenient products, providing safe, delicious, nutritious, convenient
and unique food for everyone to always keep the pioneer position in the food market.

For shareholders, Kinh Do's mission is not only to bring maximum profit in the long term but also perform
well risk management, thereby making shareholders feel secure with their investments.

For partners, Kinh Do's mission is to create sustainable values for all members of the supply chain by
ensuring a reasonable level of profit through innovative products and services. We not only meet
consumer trends but also satisfy customers' wishes.

We always nurture and create all the conditions to meet the needs and expectations of the work to
promote the creativity, dedication and enthusiasm of employees. Therefore, Kinh Do always has a staff
of dynamic, creative, loyal, highly adaptable and reliable staff.

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To contribute to the development and support of the community, we actively create, and at the same
time wish to participate and contribute to, programs that are social and community oriented.

6. Products
Cookies, Snacks, Cracker AFC - Cozy, Chocolate Candy, Hard candies and soft candies, Salty, sweet
bread, Sponge cake, Cream cake, Kido's ice cream, Kinh Do moon cake, Chocolate.

Figure 2: Products of Kinh Do JSC

II. SITUATION ANALYSIS

1. Marketing Environment and the impact on Business Activities
1.1. Internal Environment
Top administration: In the Vietnamese market, the top administration division of Kinh Do reacts to the
administration of the whole organization. Moreover, do corporate business exercises to create mission
and vital objectives by observing data about its exercises both inside the organization and inside the
association its environmental factors and is answerable for the organization's definitive exhibition.

Finance: The money division is liable for overseeing Kinh Do's income and ensuring there is sufficient
assets to meet every day installments. To guarantee the foundation gets paid on schedule and has an

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installment strategy for its providers, this division likewise covers Kinh Do's credit and obligation
assortment strategies.

Research and Development: In Kinh Do, R&D is answerable for examination to grow new mooncake
items to address market issues and to assemble methodologies to rival contenders, for example, Nhu
Lan, Dong Khanh, Han Mooncake...

Manufacturing: In Kinh Do, fabricating division is responsible for investigating, applying cycle of value
estimation framework, testing and intently observing the assembling cycle of cake in the workshops.
Also, examination and advancement of gear to improve item quality, propose wrong items and assume
liability for overseeing and shipping cake items to clients. Eventually, this division supplies substance to
what exactly is created by the designing office. It has the most best in class apparatus, offices and
instruments, alongside continuous preparing, it considers the best in each field.

Accounting: The Accounting division of Kinh Do is responsible for observing the organization's money
related circumstance, for example, compensation, stock, capital, benefits, and so on and depends on
fiscal summaries arranged on a standard basis, particularly during the Covid-19 epidemic.

1.2. External environment

a. Micro environment
- Customers: Customers are the main influencers of the business, the ones who spend money to
buy and enjoy products, and also directly participate in the transactions of buying and selling Kinh
Do products on the market. Nowadays, life is getting higher and higher, income and demand of
customers also increase, so customers tend to buy products to donate more. At the same time,
they are interested in high quality products with beautiful packaging. And from the past until now,
Kinh Do moon cake products have only been known for their eye-catching packaging design, but
in terms of taste, they are inferior to other competitors. That is why that is also an obstacle for
Kinh Do.
- Competitors: Competitiveness is an inevitable threat in the market for products during the Mid-
Autumn season. Specifically, Dong Khanh and Han Mooncake can be the most formidable

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 competitors of Kinh Do. Dong Khanh has advantages in quality and price, while Han Mooncake
pays much attention to product packaging.
- Suppliers: are the people who provide raw materials for Kinh Do to make products, at the same
time also have influence on the company's operations. If the source supplies the company with
poor quality ingredients, it is likely that the company's products are of poor quality. Therefore,
finding out suppliers, supplying materials with good quality and reasonable price is one of the most
important things for Kinh Do. The quality of the product will depend on the quality of the material.
Furthermore, the raw material price is related to the production cost. Therefore, in order to have
the supply source as well as the lowest price, Kinh Do always maintains a long-term relationship
with its suppliers to ensure stable supply.
- Marketing intermediaries: Up to now, Kinh Do has organized more than 13,000 Kinh Do moon
cake shops every fall. The points of sale are concentrated in large supermarket chains such as
Co.opMart, Vinmart ... Besides, Kinh Do also has a chain of exclusive stores on main roads. This
is the point that Kinh Do easily identifies and competes with competitors with the same products
for sale.
- Public: Kinh Do is famous for being word of mouth by customers. Today, social media is
developing strongly, many social networking sites also appear such as facebook, instargram,
twitter, ..., from here, all large and small businesses can easily buy, sell, share. information about
their products to customers. Community impact allows Kinh Do to identify suitable improvement
systems to address customer problems. It's also like a great avenue in great promotion, outreach
and customer care technology. However, at the present time, Kinh Do has only confirmed its
position in newspapers such as the youth newspaper, the youth newspaper, Brands Vietnam, ...
b. Macro environment
- Demographic forces: In general, it is based on customers aged 30-50 who will consume high-
end Kinh Do Moon Black & Gold moon cakes. This helps Mondelez Kinh Do understand clearly
the target audience, how to market the product, and the efficiency level of the service to users. In
addition, there are still shortcomings that when Mondelez Kinh Do pays attention and meets the
needs of customers aged 30 to 50, they will forget about customers with other ages. This is a
huge downside.
- Economic forces: After a period of social separation, many Kinh Do moon cake shops have now
started operating again, but consumers remain cautious, shopping is still modest. This is because
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 people's income was not high during the Covid-19 period. So Kinh Do's sales have also decreased
significantly. This is the first time, sales have plummeted. However, thanks to the well-functioning
online sales service, Kinh Do brand has partly reduced revenue losses.
- Natural forces: Kinh Do is committed to implementing many of the sustainable goals that Kinh
Do plans to achieve. Kinh Do stores are using energy more efficiently and production processes
are streamlined to reduce waste. The fast food industry is considered to be one of the biggest
drivers of wasteful eating. Therefore, companies need to maintain environmentally friendly
business. In addition, due to the impact of COVID - 19 translation, people are afraid to go out, so
Mondelez Kinh Do's revenue has a lot of influence.
- Technological forces: In the Vietnamese market, Kinh Do has widely used technology,
especially in its supply chain management. It contributes to the increase in company profits. Kinh
Do also applies international quality management processes to production such as ISO 9001:
2008, ISO 22,000: 2005, HACCP.... (PhuongMai, 2016) It helps improve the ability to meet the
needs of customers. It helps to connect supply chain and logistics effectively with production.
Along with the positive, there is still a negative side, that is when handmade cakes are exported,
customers always choose handmade cakes to ensure the clean quality of the cake and the price
is not too high. Looking at it, that also affects the consumption of moon cakes of Mondelez Kinh
Do in general and the premium moon cakes of Black and Gold in particular.
- Political forces: The political factors that influence Kinh Do are when the government intervenes
in the economy and introduces laws that change the way it operates in the country. A government
can easily change its policy and change the way a domestic business operates. Companies can
change laws and do drastic things like changing interest rates. Kinh Do needs to know the whole
system and be prepared for any potential problems that the government may face due to policy
changes. But if Mondelez Kinh Do always complies with the laws set by the government,
customers will feel safe when using Mondelez Kinh Do's products. This also helps Mondelez Kinh
Do to consume high-quality Black & Gold moon cakes in high quantity.
- Cultural forces: Changes in cultural trends and developments affect demand for Kinh Do
products as well as individual willingness and willingness to work. However, as the company
focuses on a large market and creates many different types of products, it is difficult to have social
transformation in this field. However, the company still needs to research trends, research, create

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 products that are suitable for the local culture and ensure that updates over time can satisfy
customers and meet demand for demographics.

2. Marketplace Information
The Government has approved the program to transform traditional countries into digital countries (Báo
quốc tế, 2020). Recently, the COVID-19 epidemic has been complicated, the government has realized
that all are implementing social isolation, so many businesses in all industries have applied technology
to production, especially sales. Service stores must close and products from the counter also offer online
delivery, etc.

Vietnam is a potential market for e-commerce development. Vietnamese people spend a lot of time on 3
main contents on the Internet, namely entertainment, watching news and shopping online. On average,
each Vietnamese person has about 9 simultaneous social media accounts (Facebook, Instagram, Zalo,
Skype, YouTube, etc.). (Brands Vietnam, 2020)

In addition, the method of cash reduction for epidemic prevention is highly appreciated. A study shows
that 30% of the Vietnamese population over 15 years old already has at least one bank account. Among
them, 4.1% have credit cards, 3.5% have e-wallets and 21% have paid their bills or bought goods online.
By July 2020, forms of transactional payments on e-commerce were reported that credit cards dropped
to only 35%, but e-wallets rose to 14%. It can be said that mobile phones and e-wallets are the duo
driving the growth of e-commerce in Vietnam. Recently, mobile shoppers accounted for 59% of the
Covid-19 epidemic, and 80% of users aged 16-24 in Vietnam purchased at least one product on the e-
commerce site. death using any device. (Brands Vietnam, 2020)

2.1. Porter Five Forces

- Competitive: The growth of moon cakes is that the input cost of cake production increases
sharply, from sugar, green bean prices, salted duck eggs, packaging ... so to balance revenue
and expenditure, Exporters have to increase prices for cakes sold in markets. Facing increasing
consumer demand from customers, many businesses have made timely improvements to bring
new products to market in order to create a highlight in competing with other suppliers. For
example, Kinh Do has two new product lines: Green Moon Cake and Golden Moon Cake as gifts.
In addition to traditional bakery firms, the moon cake market in recent years has had more high-

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 end products produced by large hotels. The growth of the moon cake market is full of potentials
and high profits, but at the same time there are many competitors participating, the competition of
this market is getting fiercer.
- Supplier: Main ingredients used to produce moon cakes include flour, sugar, eggs, milk, cooking
oil, shortening and other flavors. In recent years, due to increased domestic demand, the quantity
of input materials has increased sharply. Kinh Do can purchase these materials in the domestic
market, so they are less dependent on world price fluctuations and exchange rate risks. Wheat
flour is a raw material that Vietnam cannot produce due to natural conditions, but is widely
available in the market through importing companies. Other ingredients such as sugar, other
spices, companies in the industry can choose domestic or foreign suppliers. The main raw material
suppliers for the company have factories located in Ho Chi Minh city.
- Buyer power: Customer strength is one of the 5 competitive factors of Porter's strategy,
understanding customers' desires to deliver products as customers' expectations, customers'
desires are selectable a reputable bakery brand, quality, food hygiene and safety, donors also
need to show sophistication through choosing the right cake box, expressing all sincere feelings.
For the elderly, those who want to be vegetarian, diet or with partners, customers, friends or loved
ones, Kinh Do Moon Cake also offers a variety of cakes and cake boxes. The creative style,
different tastes and flavors of the kernels are also varied, strange, and not duplicated to suit
diverse needs and make a difference compared to competitors, so Kinh Do's cakes will is the first
choice of customers. Another important factor in the customer strength strategy is the brand
characteristics and packaging of Kinh Do moon cake because consumers can easily recognize
and trust this brand with a combination. the harmony between the luxurious box design and the
quintessential color adds value to the cakes.
- Substitution: The main competitive pressure of substitute products is the ability to meet demand
relative to products in the industry, in addition to price, quality and environmental factors. Culture,
politics and technology, for example, will also influence alternative products. The entry of any new
product in the industry has the potential to become a potential competitor and possibly replace
themselves, existing products. For example, nowadays, consumers gradually tend to choose
handmade products rather than products produced by line technology in factories.
- New Entry: Kinh Do Company, which owns a modern technology line with a stable source of raw
materials, will have an advantage over small companies that do not meet these requirements.
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 Kinh Do is aiming to expand into the retail sector by opening a new Kinh Do Bakery and Bakery
in fast growing residential areas and new urban areas. Expanding to essential products such as
instant noodles and spices, the company is also promoting cooperation with foreign partners as
well as building more factories overseas. The ever-expanding distribution network is also a barrier
for new companies to enter the market.In 10 to 20 years, Kinh Do will be a strong confectionery
company and a major brand in the industry food and other essential products.

3. Competition Analysis
It can be said that the achievements that Kinh Do achieved are proof that Kinh Do has implemented the
Marketing mix strategy quite successfully. Besides, Kinh Do has to deal with famous moon cake brand
Givral. Mid-Autumn Festival 2020, to celebrate 70 years of operation, Givral launched "Combo 70 years"
to the Vietnamese market. Below is a comparison of Kinh Do and Givral's marketing combination:

- Attributes: Launch of a new product - - Attributes: "Combo 70 years" is a kind

"Black & Gold Golden Moon" has a of fresh cake with a combination of
luxurious black crust, covered with gold traditional Vietnamese flavors and
powder, plus ingredients that are both modern French flavors. Satisfying soft
healthy and bring a high bar to the inner taste, blending just enough, not too sweet
cake. such as sea cucumber, abalone, or too fat, helping to eat without feeling
scallops. greasy, suitable with tea to help
experience the full moonlight in the
Product
moonlight. Diverse flavor is suitable for
many different tastes with high-quality
ingredients such as shark fin, bird's nest,
lotus seed.

- Packaging: The packaging of this - Packaging: In 2020, Givral came up with

premium cake is brought to the market the idea to design a box model with the
in a luxurious and authoritative form with main image of ginkgo leaves, outstanding
a wide range of materials, from premium colors and harmony with shimmering

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lacquer boxes to impressively designed patterns, elaborate every detail to bring
paper boxes with 3D lights and cards or attractive appearance and cake box made
designs. of the lantern. of materials such as high-grade paper, tin,
wood with many different shapes.

- Labeling: The brand name is printed

on the products meticulously and nicely. - Labeling: Brand name is printed
- Branding: Trang Vang Black & Gold prominently in the middle of the cake box,
products are still quite new to customers can easily recognize the
customers, because Kinh Do has not company's products.
had many activities to promote this - Branding: As a fairly famous French
product to consumers. brand, but when it comes to Vietnam, it is
- Support services: There is a program a relatively new brand so branding is still
to serve thoughtful customers when poor.
buying products such as a gift box of - Support services: Gifts included when
premium O Long tea. buying Givral products are plentiful and
diverse such as tea boxes, cake cutting
tools, ... creating excitement for buyers.
è Customers are more and more strict in choosing moon cakes, not only
because of their high quality, good for health but also a meaningful gift to their
relatives and partners, so the packaging design is very focused. Kinh Do
understands the current tastes of customers, targeting the high-end segment
with high income, and likes the luxury but traditional features, so this new
product of Kinh Do is designed with two main colors. Black and gold, with
elaborate engraved lines on the Cake Box. This is a novel design, eye-
catching and highly competitive in the market.

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 Currently, Kinh Do is distributing its Currently, Givral is distributing its products
products based on 2 channels: level 0 based on 2 channels: level 0 and level 1.
and level 1. Level 0:They sell their products through
Level 0: Kinh Do distributes directly to the main website:
customers through the main website https://www.banhtrungthugivral.org
system of the business Level 1:
https://banhkinhdo.com.vn/ - Givral has invested in a system with
Level 1: Kinh Do distributes it through more than 33 major distribution agent
Place
an intermediary system of retailers and stores and a large Givral Bakery chain in
then to consumers. Ho Chi Minh City and Hanoi.
Kinh Do's products are currently being - Givral is also present at high-end
sold on websites such as Tiki, Lazada, supermarkets such as Vinmart, Coopmart
Shopee, Sendo. In addition, there are ...
convenience stores such as Big C, - E-commerce channels like Shopee,
Vinmart, Corpmart. In addition to the Lazada.
above retailers, Kinh Do thrives on
exclusive Kinh Do stores that can be
easily found on the streets. Currently,
this network has brought great
confidence by creating a clear
transformation with more than 30 chains
of Kinh Do Bakery, nearly 120,000
points of sale.

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 è Kinh Do has an advantage over Givral in comparison to Givral, with the
number of stores and distributors more. In addition, Kinh Do has the
advantage of having an extensive store network, but during the Covid-19
pandemic, some stores may not be opened like in Da Nang, Quang Nam, and
Quang Ngai. As a result, Kinh Do has lost a large number of customers. Due
to strong sales on the main website as on e-commerce sites. Meanwhile,
taking advantage of having its own website, Givral has sold its products to a
large number of online customers. Therefore, this is also a weakness of Kinh
Do.

- Kinh Do's current line of moon cakes - Girval is currently applying value-based
with Golden Moon & Golden Moon are pricing and product line strategies to
high-end, high-quality, product prices pricing for each of its products.
based on value form. The price of a - They choose value-based because this
product ranges from 1,500,000 to is a product line with high value value. As
4,500,000 VND. for the product line, Givral currently has 2
- Besides, Kinh Do is using product line main lines:
strategy for its products. Currently, there + Combo 70 years type 2: 922,000 VND /
are 4 options with this strategy, 4 cakes / 1200gram.
including: + Combo 70 years type 1: 1,028,000 VND
Price + 4- Golden Moon BLACK & GOLD, a / 4 cakes / 1200gram.
box of 2 cakes: 600,000 VND / box.
+ 3- Golden Moon BLACK & GOLD, a
box of 4 cakes: 1,500,000 VND / box.
+ 2- Golden Moon, BLACK & GOLD, a
box of 6 cakes: 3,500,000 VND / box.
+ 1-Golden Moon BLACK & GOLD 6-
wheel lacquer box: 4,500,000 VND /
box.
- In addition, Kinh Do has an excellent
customer bundling strategy, as follows:

GROUP 5 14
 è Compared with Kinh Do, Givral's newly launched product line has a lower
selling price, is a competitive price in the market and is in line with the current
situation when the Covid-19 outbreak occurs, when the customer's income is
decline. In addition, Kinh Do and Givral both use "guise" to discount
preferential prices, together with many gifts, leading to easy distribution of
products by these two brands in large quantities.
- Advertising: Kinh Do has been very Givral's advertising strategy has not been
successful in introducing its products highly effective, currently Givral's new
through inspirational videos on TV, clips product line is only advertised through the
of Kinh Do always exploiting the story of distributor's website, and there is no
family reunification or family values that advertising strategy on social networks or
make viewers unable to resist. moving. e-commerce sites. This leads to product
By doing so, the brand received positive lines reaching customers later than other
feedback from consumers, and received brands.
support from customers.
Promotion - Sales promotion: In order to pay tribute
to customers in the 2020 moon season,
Kinh Do has sent attractive gifts to
customers who order the Company's
moon cakes:
+ Free 1 Black & Gold box worth
4,500,000 VND for orders from 700
million VND
+ Free 1 double box or four boxes for
orders from 500 boxes

GROUP 5 15
 + Free 10 activated carbon masks
worth 300,000 VND for orders from 10
million VND.
+ Additionally: Discount 2% more for
customers to pay Online before delivery!
(Banhngoncaocap, 2020)
è Kinh Do dominates product advertising on TV and Youtube. But nowadays,
consumers tend to approach products related to their idols, they often choose
to trust and buy products that have famous people as brand reps. In this
respect, Kinh Do is still weak.
- Employee system more than 5000 - Givral has a medium staff line system,
people working professionally, skillfully, and with
- Kinh Do always puts employees as the lots of experience.
foundation for the company's growth, - With the business owner is French, the
always bring an efficient and company's employees are required to
professional working environment for have the right training standards,

People employees. enthusiasm, skill, and professionalism.

- Regularly organize HR programs to Givral's employees always put a lot of
train and give employees skills and effort into the production, processing,
flexibility to work. Therefore, the packaging of each product, and the quality
company's human resources are of service as well as convey marketing
increasingly guaranteed in terms of both messages to customers.
quantity and quality.

- With the advantage of being widely - Givral products are always guaranteed
distributed nationwide, Kinh Do brings and available at distribution stores, always
good service, customers can find Kinh ready to serve customers quickly and
Process Do anywhere with a team of enthusiastic conveniently.
sales and consultants. - Distributors order or pre-order the
- Especially for customers who are too number of cakes, the factory will produce
busy they can order products online and and ship to, free shipping for large

GROUP 5 16
 have home delivery service for quantities of cakes. Inaddition, Givral also
customers on big stores or e-commerce has printing service free logo for major
sites. wholesalers and distributors.
- Retail customers will place an order
directly on the website or to Givral's
distributor stores to purchase the product.
è Both brands have the same product delivery process: The product is made
from the factory, then distributed to stores, wholesalers, retailers, and retail
customers. However, with the advantage of its large source of products and
large distribution market, Kinh Do easily meets most of the customers' needs
to buy products, leading to attracting and being popular with most customers.
In 2020, with the message "Tron Vi Banh - With the message of "Thanh Y Gui Trao
Sang Mai Chuyen Dem Trang”, Kinh Do - Tam Giao Nhan Khap" Givral always
launches the line of "Black & Gold strives to create delicious cakes,
Premium Golden Moon", which is the most beautiful gift boxes for customers to
prominent feature in the moon cake line easily choose the most suitable gifts for
and is also latest creation this year. themselves for relatives. 2020 is the
Inspired by the story "Carp beyond the brand's 70th anniversary, Givral has
dance", this product is decorated with launched a 70-year combo with the
Physical luxurious form, the main color is black and desire to bring gratitude to customers.
evidence gold, with subtle details, craftsmanship, Givral's products are slightly French but
dragon, and carp, box cake is diversified very Vietnamese, creating its own
with many different materials. The design quality for the brand. Givral took the
of this new product is different and unique idea of designing a box sample with the
compared to other product lines, it is a main image from Ginkgo leaves,
classy, sophisticated and meaningful gift, striking and modern colors in harmony
expressing the blessing for the integrity, with shimmering patterns bring an
the spirit of endeavor, overcoming attractive look, luxurious for brand.
difficulties for success and health for

GROUP 5 17
 relatives, is a product that marks the high
end of the brand.

è Contrary to Givral's vivid colors, Kinh Do designs in two main colors because
this is a high-end product line, premium, so cake boxes also diverse and
meticulously sculpted dragons and carp, giving customers a sense of luxury,
power, and tradition, suitable for gifting and display during the Mid-Autumn
Festival.
Table 2: Comparison marketing mix between Kinh Do and Givral

STRENGTHS WEAKNESSES
Kinh Do and Givral are the two most famous and Kinh Do still has some weaknesses compared to its
popular moon cake brands in the Vietnam market. competitors in market price. Due to the losses
Compared with strong competitors such as Givral, following the Covid-19 pandemic, the economy
Kinh Do dominates in luxurious packaging, declined dramatically. Givral's products have just
eyecatching and attractive designs, cake shape, met the needs of the people, the price is cheap, the
blending between Vietnamese traditions and packaging is eye-catching, so they can reach more
modernity. Good service quality with lots of gifts customers, sell more products, increase sales and
including teacups, porcelain cups, lanterns, free fulfill their goals by mid-autumn 2020.
shipping service. An effective communication and marketing strategy
will help the company to be more successful in the
marketplace as most of the strong competitors in
today's market are focused on marketing.
Therefore, Kinh Do should pay attention, invest in
and learn about competitors' marketing, cooperate
with influencers like celebrities, run ads on popular
social networking sites. It will help customers pay
more attention, be impressed with the company's
products, increase brand awareness in the market.
Table 3: Strengths and weaknesses of Kinh Do

GROUP 5 18
 4. Customer Analysis
4.1. Customer segmentation
Demographic Geographic Psychographic Behavioral
- Age: 30-50 - Country: Vietnam - Personality: Friendly, - Occasion: Mid-Autumn
- Gender: Male and - City: Ho Chi Minh, Da generous,… Festival
female Nang, Ha Noi,… - Values: Individuals or
- Income: High - Language: Vietnamese, businesses who want to
- Family: Single and English donate to relatives or
Married - Climate: The cycle of partners.
- Social-status: The the hot season is long - Attitude: High-income
working class has high and the cycle of winter is groups tend to want new
income. short products launched and
- Occupation: Director, - Population: 97.571.584 collections released,
Officer work, - Area: Central, Southern while the middle class
Manager,… and Northern region will be busier with
- Life stage: Modern, saving money, such as
dynamic,… they like discounts and
promotions.

Table 4: Kinh Do's customer segmentation

4.2. Consumer trend

The trend of customers today is to choose a reputable, quality bakery brand, ensure food hygiene and
safety, donors also need to show sophistication through choosing a suitable cake box. Kinh Do Moon
Cake is also suitable for the elderly, those wishing to eat a vegetarian diet, or with partners, customers,
friends or loved ones. creating lines of cakes, designing cake boxes with creative styles, different tastes,
the flavors of all kinds are also varied, strange, not overlapping to suit diverse needs and make a
difference with competitors. So Kinh Do's cake will be the first choice of customers. Moreover, Kinh Do
has made a breakthrough with comprehensive quality improvement, continues to affirm its pioneering,
class and breakthrough creativity through new product lines, completely different and outstanding in
quality. Another important factor in the customer strength strategy is the specificity of the brand and
packaging of Kinh Do moon cakes because consumers can easily recognize and trust this brand.
Harmonious combination of luxurious box design and quintessential colors add value to the cakes.

GROUP 5 19
 5. Company’s internal capabilities
5.1. Strengths
Unique design: The company has many designers who understand Kinh Do brand and the attitude of
customers visiting Kinh Do. High-quality moon cakes, beautiful packaging and excellent finish. This
includes many different types such as party attendance, gifts of partners, gifts of relatives, friends, etc.

Distribution system: Kinh Do distribution system has brought great confidence by creating a clear
transformation with more than 200 strong distributors, a chain of 30 Kinh Do Bakery stores, nearly
120,000 points of sale ... across the territory of Vietnam. As for the distribution channel for supermarkets,
the brand also supplies products directly to more than 150 supermarkets. Therefore, this distribution
network is considered as a nationwide network (Giang, 2020).

5.2. Weaknesses
From the above analysis, it can be seen that Kinh Do has several weaknesses, two of which are the most
hindering compared to other competitors:
- In terms of price: it is still quite high compared to the general level in the moon cake market, which
makes Kinh Do's products harder to reach consumers.
- Regarding product promotion: Kinh Do has not invested in the PR aspect, has no brand
ambassadors, so the vast majority of consumers do not know much about the high-end moon cake
product of this brand.

5.3. Opportunities
Development of science and technology creates conditions for the application of advanced science
and technology to production in order to increase productivity and product quality to meet the increasing
demands of the domestic and export market.

International economic integration trends and export promotion policies. The export market has many
prospects as tariff barriers are gradually removed. Currently, the domestic competitors are weak and
small in scale. People's income has increased in recent years, showing potential domestic market.

GROUP 5 20
 5.4. Threats
More and more competitors appear, especially when Vietnam joins the World Trade Organization
(WTO). The competitive intensity of businesses in the industry will be even higher.

The scientific and technical level is getting higher and higher, the technology life is shorter and the
product life is shortened. There are many substitute products. The export market is increasingly difficult
due to the many physical and chemical standards for food by countries.

III. MARKETING CAMPAIGN OBJECTIVES AND ISSUES

1. Issues
In summary, Kinh Do currently has 2 important problems that we choose to overcome for the BLACK &
GOLD Kinh Do Moon Moon cake which is the price and the promotion in product introduction. They affect
sales as well as profits of Kinh Do.

In terms of price: Our product prices are still quite high, which makes Kinh Do difficult to access to
customers. Therefore, we will research and adjust the strategy to better suit the market, making this item
more accessible to customers such as middle-income consumers. come pretty.

Regarding media promotion: Currently, we are still weak in the problem of running advertisements
through social networks to famous houses or those who have a big influence on social consumers. This
also causes a big disadvantage of Kinh Do compared to its competitors, the products are not well known
because they are quite new to consumers. Therefore, we will research and develop a strategy to
cooperate more with celebrities to serve as our brand ambassadors. At the same time, strongly develop
the communication system at the official website or social networks such as facebook, instagram, ...

2. Objectives
- Specific: Every year, Kinh Do always creates new and specific plans. Also with Kinh Do’s high-
end moon cake model, Kinh Do annually creates good quality and invests in up grading in
packaging, always meeting all the needs of customers. And the high-end moon cake model has
always caught up with this trend. It can be said that Kinh Do is leading the market with “seasonal”

GROUP 5 21
 moon cakes. Thanks to the effective marketing strategy of Kinh Do moon cake, it has brought a
leading brand name in the confectionery industry in Vietnam.
- Measurable: This year 2020, because of the impact of the COVID-19 epidemic, it has caused
difficulties for the market in general and for private enterprises. With moon cake products,
especially the premium moon cake named Black and Gold. Confident with its advantages, Kinh
Do has set an ambitious goal of consuming 4 million units of moon cake products with a net profit
margin of up to 30% in the next 5 years (specifically, from 2021 to 2025). In 2020, Kinh Do moon
cake products will contribute about 160 billion VND in revenue and 36 billion VND in profit. And in
the next 5 years, the premium moon cake products Black and Gold will strive to develop more in
product quality and label packaging. This will enable Kinh Do to produce better Black and Gold
premium moon cakes to meet the needs of customers so that sales and profits will increase.
- Attainable: The goals that Kinh Do's premium black and gold moon cakes can achieve in the
coming years are. Firstly, towards the goal of "Sustainable Development and Minimizing the
Environmental Impact", Mondelez Kinh Do continues to use recycled paper bags and remove 90%
of plastic knives from the cake box during the cake season this year. Second, all Kinh Do moon
cakes are manufactured according to the strict safety standards of the Mondelez International
factory system around the globe with always up-to-date production technologies. Each cake has
a luxurious black crust, coated with iridescent gold powder, plus high-end ingredients for the filling
such as: sea cucumber, abalone, scallop, ... Even so, with perfect craftsmanship. of Mondelez
Kinh Do team, bringing many choices to customers, but still retaining the unique taste and
excellent quality of each moon cake.
- Relevant: Looking at the reality, Mondelez Kinh Do still cannot escape its competitor or former
partner in the M&A deal, KIDO. KIDO not only catches up with market trends such as Lava moon
cakes, flowing chocolate moon cakes, ... but also produces premium moon cake products that
also include micro-fish, abalone ingredients. ... Even so, Mondelez Kinh Do was ahead and far
ahead of KIDO. And all input materials are strictly censored, information on ingredients, finished
cakes are updated during processing. Made products are preserved in beautiful packaging with
advanced 3-layer membrane technology, combined with oxygen-absorbing package, preventing
microbial growth and oxidation, helping to always have good quality. during use. These are the
factors that make Kinh Do moon cake products always trusted by consumers for many years and

GROUP 5 22
 also in the coming full moons. This leads to Mondelez Kinh Do always have the most realistic
plans now and in the future.
- Time-Bound: With a plan to conquer the mid-autumn market in 2020 with a nationwide distribution
system. In order for consumers to easily access Kinh Do moon cakes, the company has built up
a nationwide distribution system. In addition, to serve customers wishing to shop online, all Kinh
Do moon cakes are available on e-commerce sites such as Tiki, Shopee, Lazada, Grab. In
addition, by bringing innovative innovative moon cakes with a commitment to high quality and
widespread distribution, Kinh Do Mooncake continues to conquer Vietnamese consumers
throughout this Mid-Autumn season. . In addition, the Kinh Do Logo with the crown, the Thu and
the Golden Moon are trademarks owned and used exclusively by Mondelez Kinh Do in Vietnam.
Since entering the Vietnamese market, Mondelez Kinh Do has continuously launched many
breakthrough innovations for consumers such as launching more than 100 new products across
4 categories and more than 30 new products to the market. Export market within just 5 years. It
can be seen that in 2017, Kinh Do Mondelez's operations have improved, but costs are still high.
The company achieved a gross profit of 1,120 billion dong, but selling and administrative expenses
accounted for 80% (943 billion dong), the remaining profit was very modest.
The core business is not performing well, Kinh Do Mondelez's profits mainly come from financial
income. In 2015 and 2016, the company recorded a financial income of about 100 billion dong. In
2017 alone, this amount earned 348 billion VND, double the profit earned from the main business
of selling confectionery. Through the above comments, it can be drawn that Mondelez Kinh Do
always has clear plans to bring high profits and this profit is increasing day by day.

Figure 3: Profit of Kinh Do

GROUP 5 23
 IV. MARKETING STRATEGY
1. Marketing strategies
With moon cakes, they not only pay attention to the quality of the product, but the packaging must be
beautiful and can attract many customers. They have promotions for customers who buy at
Banhkinhdomiennam.com with many attractive gifts such as detox water pongdang, A5 memo water
bottle, high quality LU butter biscuits. In addition, they set aside 2000 boxes of Cozy and 2000 boxes of
Solite for the charity with the message "Kinh Do join hands". Kinh Do does two things at the same time
to help the poor and to introduce their products to customers.

1.1. Market Segmentation

Based on the long experience and popularity of the brand, the company needs to promote
appropriate marketing campaigns in different regions to create opportunities to expand the
domestic market and step by step realize the export plan. exported abroad.

Take advantage of customer needs during the Mid-Autumn Festival. This is also an opportunity
for the company to show itself as a longtime company in the field of moon cake production by
diversifying models and product prices suitable for all ages from children to people. age,
positioning the product as a characteristic gift. Mid-Autumn Festival should make more efforts in
terms of product promotion in the coming time

1.2. Market Targeting

Kinh Do's market goal is to become the leading food group in Vietnam and the region. To achieve
this goal, from 2010 to now, Kinh Do has built a solid foundation, continuously adding product
portfolio, focusing on branding, expanding distribution channels, and developing new markets.

The company continues to develop high-end product lines towards its longtime clientele of 30-50
year olds and corporate organizations. In order to meet the needs of enjoying, high-class gifts not
only of people but also businesses and business units order large quantities because of the nature
of their work. On the occasion of the Mid-Autumn Festival, the moon cake product is a typical
product on this holiday, which is why it is very popular with this group of customers. Because of
the great significance, the company increasingly develops these products so that its longtime

GROUP 5 24
 customer group can have many choices depending on the preferences and circumstances of the
buyer.

1.3. Market Positioning

In the last 5 years, Kinh Do has achieved an average growth rate of 30% / year, quite high
compared with the growth rate of enterprises in the same industry in the field of food production
and processing.

With the outstanding development in recent years, Kinh Do always wants to maintain the current
growth milestone and grow stronger in the coming years. The first step in the current urgent
development plan is to improve product quality by improving packaging quality. Since it is a
premium product, the quality of its packaging exudes its elegance and class. The improvement in
the image of packaging helps the number of customers to buy cakes increase. Another problem
is the taste side. Mooncakes "Golden Moon" at the moment are quite picky about taste. It has only
a few traditional flavors that lack trendy flavors. Improving the taste is also one of the major
influences in attracting more potential customers in the future.

Figure 4: Kinh Do's Positioning map

GROUP 5 25
About Givral in Vietnam market: The total number of Givral stores in Vietnam has increased to 33 with
32 stores in Ho Chi Minh City and 1 store in Hanoi (Givral, 2020). Givral has ambitions to become the
number 1 moon cake shop in Vietnam in the next few years. The motto that the Givral brand is aiming at
is that customers can trust and provide excellent products at reasonable prices. Customers may not be
able to afford a premium mooncake from Han Mooncake or Kinh Do, but they still have a stylish look
when purchasing moon cakes at reasonable prices from Givral.

In addition to traditional product lines, Givral also displays products with new ingredients such as fish
mica, roasted chicken, vegetarian cake, ... to diversify products to consumers. Givral said that Vietnam
and many newly opened markets are showing positive signs again.

About TaiThong in Vietnam market: TaiThong Group is a long-standing Malaysian group, has been
operating in multi-industry and multi-industry since 1910. The main business is producing all kinds of
cakes with own brands, culinary business with many chains. Malaysia's largest restaurant and hotel, with
branches in countries such as China, Thailand, Singapore, ... (TaiThong, 2020)

Since 2017, the long-standing TaiThong Moon Cake Brand was able to officially enter Vietnam. Taithong
harmoniously combines the uniqueness of Malaysian cuisine, along with Vietnamese culinary culture,
giving Vietnamese people the masterpieces every full moon season with their family.

GROUP 5 26
 2. Marketing Mix – 7Ps
MARKETING MIX OF KINH DO WEBSITE

In addition to maintaining the market's performance in packaging design, Kinh Do

Product needs to improve product quality. By doing this, the value of the new product is
improved and is more popular with many consumers.
Continue discounting strategies for customers. It is the discount rate plus a series
of attractive programs that help Kinh Do to attract customers better than its
competitors in the same industry, and also help the distribution to be more favorable.

Price
Launching new moon cake products in 2021, with more options and more affordable
prices for each customer target. For example, high-end cakes with high prices are
suitable for high-income consumers for gifts, traditional cakes with affordable prices
are suitable for consumers from middle-income levels, ...
Continuing to expand more stores in big and small cities, so that consumers in the
North - Central - South can easily access Kinh Do's products. At the same time,
Place
developing a level 2 distribution system, from companies to wholesalers to retailers
to customers.
Create new and unique posters to promote your brand to more people. At the same
time, building advertising strategies on Google, Facebook, Instagram ... to bring the
website to many customers, this campaign creates a very good effect for the market.
Invite influencers as brand ambassadors. Building a team specializing in sending e-
Promotion mails, product introduction cms, promotions, thank-you letters to customers who
have used the product ... Finally, Kinh Do website must have many promotions.
promotions, discounts to encourage users to participate in batch purchases. It can
be seen that this strategy is simple but has helped Kinh Do succeed in each market
it targets.
• Online customer service staff will be professionally trained and have ability to know
English to answer questions from foreign customers living in Vietnam is an
People
advantage.

GROUP 5 27
 • Employees must interact with customers. Workers are the face of the company in
contact with customers, conveying information, receiving customer feedback and
feedback.
• Employees need to have skills to deal risks with customers.
Steps to Kinh Do’s website when making a purchase:
• Step 1: Click on the website https://banhkinhdo.com.vn/
• Step 2: Select the product you want to buy from the catalog
Process
• Step 3: Click to select the product and review the price and quantity information
• Step 4: Fill in the customer's personal information and address for delivery
• Step 5: Wait for order confirmation, wait for the product to arrive and delivery
• Website interface is designed clearly, beautifully and has many utilities to help
customers easy to understand and use
• The font is easy to read, and the style is suitable for the modern design of the
website
• Kinh Do moon cake packaging is not only delicate, beautiful and attractive in every
detail but also shows its distinctive character, which is hard to confuse with any
Physical evidence
other moon cake brand. With the elegance and creativity from the designers’
meticulous care with their own enthusiasm, each cake box leaves an indelible
impression in the hearts of customers. In addition, on each box of premium Kinh
Do moon cakes, there are always meaningful wishes, good words for customers
to give to each other. And the biggest success of the premium Black and Gold
moon cake product is the packaging design.
Table 5: The marketing mix 7Ps of Kinh DO

GROUP 5 28
 V. ACTION PROGRAM

TIMELINE (MONTH = M)
PERSON
JOB TASK COST PER
TARGET IN
TITLE DESCRIPTION TASK
CHARGE
M1 M2 M3 M4 M5 M6

On the top
- Optimizing Google
website, applying search
SEO smart to bring within 2 Khanh
website to the top months with Tung
of Google search the keyword
Drive "premium
10.000.000
1 traffic moon cake"
VND
website Updating
latest
product
- Building website Van
collections,
image Quang
improving
the easy
and friendly
- Positioning and
recognizing brands - 5posts/
with diverse week
products: traditional - Reach
moon cakes, 30.000
premium moon accounts/
- Facebook
cakes, pastries, post
ads
cakes, vegetarian -
15.000.000
moon cakes, diet Influencers:
Build VND
cakes, children's Binz, Thuy
page Thuy - Instagram
cakes. Tien, Tran
2 Facebook, Hien, Tu ads:
- Share knowledge Thanh.
Instagram Trinh 19.000.000
about how to Each
VND
preserve moon influencer at
- Influencers
cakes, how to use least reach
70.000.000
them. 20.000
VND
- Introduce new accounts on
products through Facebook
running ads and and 7.000
KOLs, influencers. accounts on
- Minigame with Instagram.
preferential gift (gift

GROUP 5 29
 voucher with 30%
discount on Kinh
Do website)
- Write PR articles
to share with
newspapers
Media 3 articles / 3 Ngoc 50.000.000
3 namely Kenh14,
marketing months Dai VND
VietNamnet,
Baodantri

- Get interactive
data on social
media, reach it 150.000
Customer through facebook email + Van 5.000.000
4
access messenger, messages Quang VND
instagram direct
and email through
data from google.
Table 6: Marketing action program for Kinh Do

VI. BUDGET
Social advertising is very important in building a company's brand. The goal fulfillment of this strategy or
not depends a lot on advertising on Facebook and Instagram. Although the ads on these 2 pages are
very expensive and the conversion rate is not high, it will help a lot in helping users subconsciously
remember the brand. Below is a table of costs for advertising on these 2 pages.

Social Time Run Number Number

CPM CPC Total Budget
Media (months) CPM target CPC target

Facebook 1.200.000 1.000 6 100000 10000 15.000.000

Instagram 1.500.000 1.000 6 100000 10000 19.000.000

Total 34.000.000
Table 7: Total budget of social media ads

GROUP 5 30
 Influencers Price

Tran Thanh 35.000.000

Binz 23.000.000

Thuy Tien 12.000.000

Total 70.000.000

Table 8: Total budget of booking influencers

Publishing articles on websites is also very important for advertising. Writing articles to increase brand
awareness is also a good marketing strategy. Publishing on these 3 pages is also quite expensive, but
it is very effective. The company have also selected and launched 3 pages of newspapers that are easiest
to reach and suitable for capital.

Media Cost per post Number of articles Time run (months) Total Budget

Kenh 14 15.000.000 1 6 15.000.000

Baodantri 15.000.000 1 6 15.000.000

VietNamNet 20.000.000 1 6 20.000.000

Total 50.000.000

Table 9: Total budget of Media ads

Designing and website operation fee that the company will spend is VND 10,000,000. Manage the
website is also an important part because it will represent the company and having a beautiful and
convenient interface will help customers feel more comfortable to use. Kinh Do will also use other forms
of advertising on other pages and post in high-engagement groups to make it easier for people to see
the company's branding. The company will also use emailing to customers so that they can see what
promotions the company is offering.

Website maintenance 10.000.000

Emails ads 5.000.000

Table 10: Budget others

GROUP 5 31
The company will carry out this campaign for 6 months so the cost may fluctuate a little bit more than
calculated. And this is the total cost the company will spend in 6 months. After 6 months, the company
will spend 169 million on marketing.
Social Media 34.000.000
Media 50.000.000
Influencers 70.000.000
Website maintenance 10.000.000
Emails ads 5.000.000
Total 169.000.000
Table 11: Estinmated advertising budget for 6 months

VII. CONTROL
1. Control social networks
With the goal within 6 months to reach 30,000 fanpage likes/posts on Facebook and 15,000 followers on
Instagram. First, Kinh Do's website and Facebook fanpage are not subject to any policies. This made
Kinh Do stand stable at launch. So, in November and December will accelerate the website launch
completion. Top google search within 2 months. Besides, reach 30,000 accounts/posts on social
networks.

2. Budget management and spending supervise

Kinh Do already have a reasonable budget. First, there is enough for marketing with 169 million thus
making it easier to control and access the project. Second, the company are contemplating paying
influencers and are tending to give product PR that controls costs for the company.

3. Maintain and create relationships with customers

Customers are important to the company. We have created interactions and elicit buying needs of
customers in 6 months. Firstly, customers share about products through use, through hashtags offered
by Kinh Do. Beside, with word of mouth about product quality by social media reviews and comments, it
helps maintain long-term with customers and attract new customers. Next, to serve and care to
understand customers in the most subtle way with words of thanks to customers when using products,
discounts and incentives for customers who have been with for a long time. Capture opportunities with
customers to create new value.
GROUP 5 32
 2020 Increasing rate with 2019

Revenue 160 Billion ( VND ) 17%

Profit after tax 36 Billion ( VND ) 57%

Although Kinh Do has continuously developed and promoted distribution, at the same time launched a
new line of cakes with Trang Vang Black & Gold to attract the attention of customers wishing to donate
with high quality but not lose the transmission. system.
However, in the past year, due to the impact of the Covid-19 epidemic, revenue and profit were not high
and achieved as expected compared to previous years. Therefore, we come up with a new marketing
plan to support to overcome the weaknesses that Kinh Do is facing in the past. We believe it is feasible
and our estimates for 2021 are as follows

2020 2021 Increasing rate

Revenue 160 Billion (VND) 200 Billion ( VND ) 25%

Profit after tax 36 Billion (VND) 60 Billion ( VND ) 65%

GROUP 5 33
 VIII. CONCLUSION
This assignment not only analyzes the problems Kinh Do encountered and offers tailored solutions
quickly during the Coid-19 season, but also analyzes the company to see its target audience, potential
and market, the goal that the company aims to develop. From the analysis results of internal, external
factors, SWOT, offer effective marketing strategies such as online sales through Kinh Do's own
ecommerce, 7Ps, etc. The company can rely on this to develop its business in a more objective and
effective manner. In addition, assignment shows the communication activity tables set by the company
such as customer journey map, customer roadmap, action program, and helps Kinh Do provide budget,
control measures, and work out suitable jobs. to ensure that the company implements its most effective
marketing strategies during the Covid-19 season.

GROUP 5 34
 IX. REFERENCES

Co phieu 68, không ngày tháng Co phieu 68. [Trực tuyến]

Available at:
https://www.cophieu68.vn/profilesymbol.php?id=KDC&fbclid=IwAR1wQNdRa4RQfzgktreyEm8A-
1I7z3oVCkOo9yfPoWvsdJzdmP0I8hKw_TA
[Đã truy cập 7 October 2020].
PhuongMai, 2016. Brands Viet Nam. [Trực tuyến]
Available at: https://www.brandsvietnam.com/8506-Dau-an-Kinh-Do-trong-long-nguoi-Viet
[Đã truy cập 10 October 2020].
Cong Ty CP Tư Vấn Chứng Nhận Quốc Tế Icert, 08/27/2019. Cong Ty CP Tư Vấn Chứng Nhận Quốc Tế Icert.
[Trực tuyến]
Available at: http://icert.vn/tu-van-chung-nhan-fssc-22000-iso-22000-haccp-cho-cong-ty-tnhh-mtv-kinh-do-mien-
bac.htm
[Đã truy cập 10 October 2020].
Báo quốc tế, 2020. Baoquocte. [Trực tuyến]
Available at: https://baoquocte.vn/talk-show-truc-tuyen-chuyen-doi-so-trong-cong-tac-dieu-hanh-va-quan-tri-
doanh-nghiep-121869.html
[Đã truy cập 10 October 2020].
Brands Vietnam, 2020. Brandsvietnam. [Trực tuyến]
Available at: https://www.brandsvietnam.com/congdong/topic/24126-Data-Station-12-Toan-canh-Digital-Viet-
Nam-2020
[Đã truy cập 10 October 2020].
Givral , 2020. Bánh Trung thu Givral. [Trực tuyến]
Available at: https://www.banhtrungthugivral.org/p/bang-gia-banh-trung-thu-givral.html
[Đã truy cập 14 October 2020].
Givral, 2020. Givral bakery. [Trực tuyến]
Available at: https://givralbakery.com.vn/dai-
ly.html#&cat=&city=0&state=0&utilities=&keyword=&points=&zoom=12&center=10.8230989:106.6296638&
page=0&itemID=&searchtype=1
[Đã truy cập 17 October 2020].
TaiThong, 2020. TaiThong. [Trực tuyến]
Available at: https://taithong.com.vn/gioi-thieu/
[Đã truy cập 17 October 2020].
Forbesvietnam, 2020. Forbes Việt Nam. [Trực tuyến]
Available at: https://forbesvietnam.com.vn/tin-cap-nhat/forbes-viet-nam-cong-bo-danh-sach-50-thuong-hieu-dan-
dau-2020-12192.html
[Đã truy cập 17 October 2020].
Giang, 2020. Marketing AI. [Trực tuyến]
Available at: https://marketingai.admicro.vn/chien-luoc-marketing-banh-trung-thu-kinh-do-ong-lon-xuat-chieu/
[Đã truy cập 17 October 2020].
DangboDaNang, 2020. Trang tin điện tử Đảng bộ Đà Nẵng. [Trực tuyến]
Available at: https://dangbodanang.vn/kinhte/thitruongbanhtrungthutramlang/id/13972
[Đã truy cập 19 October 2020].
GROUP 5 35
Banhngoncaocap, 2020. Bánh ngon cao cấp. [Trực tuyến]
Available at: https://www.banhngoncaocap.com/tin-tuc/376-10-ngay-vang-hang-ngan-qua-tang-voi-banh-trung-
thu-kinh-do
[Đã truy cập 29 October 2020].

GROUP 5 36