ASSIGNMENT 2

Qualifica
BTEC Level 4 HND Diploma in Business
tion

Unit
number MARKETING ESSENTAILS
and title

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Submissi Date Received 1st
14/11/2020
on date submission

Re-
Date Received
submissio
2nd submission
n Date

Student names & codes Final scores Signatures

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Group
number:

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Class Assessor name

Student declaration

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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.

P1 P2 P3 P4 M1 M2 M3 D1 D2

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 OBSERVATION RECORD

Student 1 NGUYEN THANH PHAT

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How the activity meets the requirements of the criteria

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Assessor
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Student 2 LE THAO VY

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Assessor
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Student 3 VU THI THUY LINH

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Assessment & grading criteria

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Student 4 DUONG KHANH NGAN

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Assessment & grading criteria

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Student 5 PHAN PHU TRUONG

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Student 6 LE TRAN UYEN THAO

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How the activity meets the requirements of the criteria

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 Assessor
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r Summative Feedback: r Resubmission Feedback:

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 Internal Verifier’s Comments:
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Signature & Date:

Table of Contents
I. Introduction: ..................................................................................................................................... 21
II. Marketing mix: .................................................................................................................................. 21
A. The Marketing Mix 4 Ps: ............................................................................................................... 21
B. The Marketing Mix 7Ps: ................................................................................................................ 22
1. Product: ..................................................................................................................................... 22
2. Promotions: ............................................................................................................................... 22
3. Prices:......................................................................................................................................... 24
4. Place: .......................................................................................................................................... 30
5. People: ....................................................................................................................................... 38
6. Process: ...................................................................................................................................... 41
7. Physical evidence: ...................................................................................................................... 44
III. Television Commercial (TVC): ........................................................................................................ 49
IV. SWOT Analysis: .............................................................................................................................. 49
A. Strengths: ....................................................................................................................................... 49
B. Weakness: ...................................................................................................................................... 50
C. Opportunity: .................................................................................................................................. 51
D. Threat:............................................................................................................................................ 52
V. Marketing strategy: ........................................................................................................................... 52
VI. Conclusion: .................................................................................................................................... 54
VII. Reference list:................................................................................................................................ 54

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I. Introduction:
Marketing may be a ceaselessly advancing teach and as such can be one that companies discover themselves
cleared out exceptionally much behind the competition in case they stand still for as well long. One example
of this evolution has been the elemental changes to the fundamental Promoting blend. Where once there
were 4 Ps to clarify the blend, these days it is more commonly acknowledged that a more created 7 Ps
includes a much required extra layer of profundity to the Promoting Blend with a few scholars going indeed
going encourage.

II. Marketing mix:

The marketing mix definition is straightforward. It is almost putting the correct product or a combination
thereof within the put, at the correct time, and at the proper price. The showcasing blend is predominately
related with the 4P’s of market, the 7P’s of benefit showcasing, and the 4 Cs hypotheses created within the
1990s.
A. The Marketing Mix 4 Ps:
Product - The Item ought to fit the assignment buyers need it for, it ought to work and it ought to be what
the customers are anticipating getting.
Place – The item ought to be accessible from where your target customer finds it most straightforward to
shop. This may be Tall Road, Mail Arrange or the more current choice through e-commerce or an internet
shop.
Price – The Item ought to continuously be speaking to great esteem for cash. This does not fundamentally
cruel it ought to be the cheapest accessible; one of the most principles of the promoting concept is that
clients are as a rule upbeat to pay a small more for something that works truly well for them.
Advancement – Publicizing, PR, Deals Advancement, Individual Offering and, in more later times, Social
Media are all key communication apparatuses for an association. These devices ought to be utilized to put

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over the organization’s message to the proper gatherings of people within the way they would most like to
listen, whether it be enlightening or engaging to their emotions.
In the late 70’s, it was broadly recognized by Marketers that the Marketing Mix ought to be upgraded. This
driven to the creation of the Expanded Marketing Mix in 1981 by Booms & Bitner which included 3 modern
components to the 4 Ps Rule. This presently permitted the amplified Marketing Mix to incorporate items that
are administrations and not fair physical things.
B. The Marketing Mix 7Ps:
1. Product:
The Product ought to fit the assignment buyers need it for, it ought to work and it ought to be what the
shoppers are anticipating to get. Compared to other water sports such as scuba diving, flyboard, windsurfing,
which have relatively expensive experience costs, SUP rowing has a good and reasonable price to experience
this emerging form of sport. Besides, Saigon Sup Club also provides SUP rental services for those who have
tamed this subject wishing to experience themselves in other places, whereas SUP players can buy
accessories, repair, and refresh their boards.

2. Promotions:
Special promoting is the utilize of any extraordinary offer aiming to raise a customer's intrigued and impact
a buy, and to create a specific item or company stand out among its competitors. Promotional materials can
exist as a portion of coordinate promoting, like mail or e-mail materials that incorporate coupons. They can
moreover incorporate challenges that empower interest with a company, or item tests that offer something
free to customers to create their intrigued within the item. Advancements are too common amid live intuitive
between clients and sales representatives, empowering the buy of extra products. Ultimately, the objective
of any limited time promoting campaign is to raise mindfulness approximately an item or increment its
request. Special promoting has the advantage of being profitable to both unused clients and existing

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customers. It offers new customers a reason to undertake the item for the primary time, whereas building
devotion in existing clients.
Any company that can offer its clients a few extra advantages on best of their typical buy can utilize special
showcasing techniques. Retail and benefit suppliers that work out of storefronts utilize limited time
promoting procedures to extend the sum of commerce they get. Other businesses that need to extend deals
of items that are harder to offer individually use what is known as point-of-sale advancements to create
other items more engaging to customers who have as of now obtained something. The rebate strengths the
phone-buying clients to suppose having to pay full cost at the afterward time for the same product.
Companies that showcase to other businesses moreover advantage from limited time showcasing. A
business-to-business advancement can moreover be as straightforward as advertising a markdown to clients
to construct brand devotion, energize a deal, or provide the client the opportunity to pass the investment
funds on to their possess customers. Promotional promoting campaigns ought to continuously keep a specific
reason in intellect. A few advancements exist to bring unused clients to a company, whereas others center
on guaranteeing rehash commerce from existing clients. Notwithstanding of who the target may, be a
company ought to have a clear objective that it can degree some time recently beginning an unused special
campaign. Companies must begin with decide their target clients and how best to reach them. Diverse sorts
of clients react well to distinctive sorts of advancements. Maybe a company's normal client is likely to utilize
a coupon, or perhaps an in-store advancement would be more viable.
An advancement is not compelling if the open does not know around it, so the eatery must moreover
incorporate data approximately the uncommon offer in promoting materials. The advertisement materials,
whether shown in TV commercials or coordinate mail things, increment mindfulness around the bargain. At
the same time, the advancement makes the ad's substance more curiously, persuading more watchers to
lock in within the advertisement.
At the conclusion of the advancement, the company ought to assess the viability of the campaign. The
company must analyze the effected of promotion strategy. With the information accumulated amid the

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limited time campaign, the company can learn more around what its clients need and how to progress the
utilize of advancements in future campaigns.
Saigon SUP Club has attractive promotions and discounts to attract more new customers. At the same time,
create a close relationship with the former members, and many other tours for players to experience. The
program "MORE FRIENDS MORE FUN": when customers using an on-site self-renting service with a quantity
of 8 SUP or more, customers will receive a 20% discount on the total bill, when customers using a rental
service of 6 SUP or more, customers will be entitled to use the camping ground from 3 pm to 10 pm
(electricity, water, and chairs are available at the Club).
The program "PLAY SUP WITH 0 VND": for customers who have experienced playing SUP at Saigon SUP Club
and are looking forward to having more SUP trips like that. Provided that players have participated in the
training course at Saigon SUP Club, and invite a group of 3 or more people who do not know how to rowing,
the player will receive a whole SUP free of charge for the referrer and get a free bottle of mineral water.
“Happy Valentine's Day's Day” program: 20% discount on each SUP for couples when renting services at
Saigon SUP Club.
3. Prices:
One brand can sell at a higher price than other brands by creating more value for the customer. In the
Marketing Mix 4P model, the price directly affects the consumption of the goods, thus determining the
product's existence in the market. For the Marketing Mix 7P model, price affects a lot of customer
satisfaction. This is one of the decisive factors in the development of a service. Adjusting the price of
products/services will have a big impact on the entire marketing strategy, while also greatly affects the sales
and demand of the product/service. Besides, price is considered a competitive factor that attracts all types
of corporate customers. Therefore, building a reasonable price policy is essential to help Saigon SUP Club
establish an effective business strategy.

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Rental service at Saigon SUP Club is SUP 11 "- 12" 6 feet: 300.000 VND / 3 hours 2. SUP 14 "feet: 400.000
VND / 3 hours (included: SUP, Paddle, Wire leg, Life jacket). Additional rental accessories: - Nature hike life
jackets: 60.000 VND / day - Aqua Marina feet wire: 40.000 VND / day - Aqua Marina oars: 80.000 VND / day.

Another service in Saigon SUP Club is rental SUP for self-play.

Rent out SUP:

8 hours or more · 500.000 VND

Board rental service (SUP): COMBO SUP 11 "- 11" 6
Included: 1 Board, Steamboat 1 Fin, Rudder 1 Paddle, Paddle 1 Leash, Foot strap 1 Pump, Hand pump 1 Lifejacket, Life
jacket 1 SUP bag, SUP bag.
Repair SUP

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 Service patching - Repair - Renew SUP boat board
Custom damaged actual state inspection for repair to determine the cost, the minimum repair-patch is a
minimum 350.000 to 3,5 million is the maximum. The technique in SUP is very simple and can be done
smoothly after just a few training sessions. To play tame the subject effectively and quickly a client can sign
up for a beginner basic rowing training course. Customers will be trained in rowing techniques for 2 hours
both onshore theory and underwater practice. After taking the basic course, customers receive a
membership card and officially become a member of the Saigon SUP Club. Members of Saigon SUP Club will
enjoy the same benefits as the next time customer hire SUP experience - practice at Saigon SUP Club will
receive 15% off, and 15% off when customer buying any item on a fan page or Sobie store, and 10% when
customer making purchases on a fan page or Water Pro store. Besides, to support players/members of Saigon
SUP Club, affiliates offer price support for members of Saigon SUP Club from 5% to 30% depending on
clothing, brands: Aqua Inc, Aqua Marina, Aquatone, Aztron, Shark, Naturehike, Trans-E. The tuition SUP
Program for beginner: 580.000 VND ($25)/person (included: basic paddle training for beginners (2 hours)
practice in land and river. Equipment provides are steamboat, life jacket, paddle, and foot-wire. Also, Saigon
SUP Club organizes the experience trips to explore Saigon in its own way so that players can experience the
new sport and enjoy relaxing moments by the river after stressful study and work hours.

• “Discover the Coconut Canal in the heart of Saigon”

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 Service price for trip: 822.500 VND / person ($ 35)
Included: Basic rowing training to experience the trip. Leading customers to explore the Coconut Canal in the
heart of Saigon, 3km.
1. 1 bottle of mineral water.
2. 1 fresh coconut.
3. SUP included for customers and the instructor.
4. Adventure travel insurance included.

• “Break-taking view the high buildings from the million-dollar villas”

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 Service price for the trip: 940.000 VND / person ($ 40)
Included: basic rowing training to experience the trip. Leading customers to explore Saigon in their own way
and admire the high-rise buildings, 6km and in 3 hours.
1. 1 bottle of mineral water.
2. 1 fresh coconut.
3. SUP (customer and coach).
4. Adventure travel insurance included.

• “Conquer the challenge Tour de Snoopy”

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 Service price for the trip: 1.057.500 VND / person ($ 45)
Included: basic rowing training to experience the trip. Conquer the challenge Tour de Snoopy, 13.2km, and
in 3 hours to 5 hours.
1. 2 bottles of mineral water.
2. SUP included for customers and the instructor.

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3. Adventure travel insurance included.
4. Place:
Place is a Location or channel analysis is an important section of the Marketing Mix definition. Company must
locate and deliver product in a place that's easily accessible to company’s potential target. This often requires
a deep understanding of the market. From there, customers will find distribution channels that can connect
directly with company’s target customers. Since service delivery is concurrent with production and cannot
be stored or shipped, the place of the service assumes importance. Service providers have to think special
about where services will be provided. (Accessed 10th Nov 2020)
This is another factor that creates value for customers. No one travels tens of kilometers to a diner, so the
right location is convenient and saves customers time.
One principle is that the customer tend to choice the near location, the more likely it is that the customer
will come to use the service.

Intensive distribution: This strategy can be used to deliver lower-priced products that potentially drive a
purchase. The items are stockpiled in bulk at the stores and can include things like mint, gum, or candy as
well as necessities. [Accessed 10th Nov 2020]

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Source: https://ibuzzle.com/
Exclusive distribution: Exclusive distribution is a type of distribution in which a manufacturer or supplier
authorizes only one distributor in a particular area. Such a distributor becomes the sole authorized seller of
one or more of the manufacturer's products. [Accessed 10th Nov 2020]

Source: http://himarketing.vn/
Selective distribution means that a manufacturer uses several distributors that satisfy certain conditions in a
specific market area.This is the intermediate method between the two modes of widespread distribution
and exclusive distribution. Producers do not have to spend a lot of money and do not have to distribute their
resources to cover all locations of product consumption, including small stores, while still able to build good
relationships with mediate and expect above-average sales results. [Accessed 11th Nov 2020]

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Source: marketing91.com
Take an example of Smart watches like Samsung Gear 2 or Iwatch or Titan’s Xylys. All of these brands are
present in the outlets which are owned and operated by the company. However, their company are also
available in other outlets which are famous for their turnover and the number of customers they serve.
Franchise: A franchise is a business franchise, which allows an individual or organization to trade goods or
services according to the form or method of business that has been applied in practice by the franchisor in a
specific area. [Accessed 11th Nov 2020]

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 Source: https://webdoctor.vn/
List of 7 famous franchises in Vietnam:
• Pizza Hut
• KFC
• Lotteria
• McDonald
• Jollibee
• Burger King
• Domino's Pizza

Saigon SUP Club (Address: 480/89 Binh Quoi, Ward 28, Binh Thanh District)

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Located on the banks of the Saigon River on Binh Quoi Street, Saigon Sup Club is an interesting and fun place for
everyone after a long week of hard work and study. This is also a place for activities, exchanges and practice of sup
boatmen living in Saigon. There are two ways to reach the Saigon Sup Club ( boat or motocycle).

If you do not want to venture and explore, do not choose to go here by motorbike, because the road to here
is very difficult and tangled, the roads are not paved and only small as a motorbike wheel. If you were going
in and meeting another car coming out, it would be very difficult. The path here is characterized by the
countryside, the path has a lot of grass growing around with small rivers, without barriers and in addition,
there are many insects around. For those who love to explore, take risks, and do not mind difficulties, this
will be a valuable experience for you personally.

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Our team chose to go by motorbike because partly we wanted to try the road experience as well as the
surrounding scenery, partly because we wanted to overcome our fears and try our best. After we got to the
place we wanted, we both felt a bit scared and happy because this will be a memory that we will never forget.
If you do not like adventure, heat and danger, you can choose a safer direction, which is going to Saigon Sup
Club by canoe. At 8:00 AM every day, there will be a canoe running schedule at the pier, you will have to
register via fanpage to buy tickets and talented and friendly canoe drivers will transport everyone to the
safest and fastest place. may. Canoeing will be cool and comfortable and convenient for everyone. When
transferring by canoe, during the period from 8:00 am to 3:00 pm, everyone should get adequate light,
sunglasses, sunscreen, camera, to enjoy the surroundings without getting sunburned.

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There are some other places that visitors can try SUP in Ho Chi Minh City:
1. Vietnam Sup Adventure:
Address: 34, No. 12, Ri verside Residential Area, District 7
Here allows everyone to hire the sup, then train everyone as professionally as possible so everyone gets used
to the sup. After that, each visitor will have a chance to try this sport on the riverside of District 7. Also, they
regularly organize boat racing activities to attract tourists to come and participate.

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SUP festival in Ha Giang – 24/10/2020

2. W.A.O SUP Saigon:

Address: 1 Hoang Sa Street, Da Kao Ward, District 1
This is a place for those who know how to paddle SUP, those who are good at this subject who want to have
their own space to practice for competition will often choose this place. Because part of the price here is
more expensive than others, and the space will be more spacious and beautiful. In addition, this place is also
the place to regularly hold competitions abroad because the owner of this club is Mr. Tommy Kaikane
Kahananui - Hawaiian.

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If visitors want to see the views of tall buildings, peaceful residential areas, places above will be the best
choice for them. If visitors want to enjoy a peaceful countryside setting with the trees, sit while rowing a SUP
boat while drinking coconut water along the river, Saigon SUP Club is always ready to welcome everyone.

5. People:
One of the crucial elements of the marketing mix process is people. This includes everyone who is involved
in the product or service whether directly or indirectly whereas not all customers can get in touch with these

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people. But all these people have their own responsibilities and roles to play in the production, distribution,
and delivery of the products, marketing, and services to the customers.
In the marketing mix, modern marketing theories place people as the 5th P, joining the other 4 Ps
namely: product, promotions, price, and place. Without people, all these other Ps will not operate and
complete a successful marketing formula. This field refers to those who are employed by the company to:
develop, design and manufacture the products; do market research to research demand and determine
customer needs; manage the supply chain to guarantee timely delivery; provide support and strong services;
and serve as touch points for customer interaction among others.
Beside from the management team, there are people down the road who are responsible for coming up with
the products and services of the company. Co-operations and companies should investigate in the human
resources managers (HRM) for the operation process. This is true for people in the entire organization, from
the managers to the ordinary workers. By investing in high qualification HRM will allow businesses to come
up with the best products and services for their target customers. The performer’s employee represents the
brand of company, which decided the image and experiments of customers.
These are the people who are supposed to know what the customers want and what the best way is for
these customers to get what they want. Marketing efforts are focused on generating leads and attracting
prospects. When the prospects are ready to buy, these people make sure that the products and services are
accessible to them in the most convenient and affordable manner. When these people fail in their
responsibility, the company will not be able to build a substantial customer base to keep their business
profitable.
Companies no matter how big or small require customer service to support their products and services. They
should have the right kind of people manning their customer touch points. For various of customers, this
could make or break a deal. Customers always want to be assured that they can talk to people who are
willing and able to help them in case they have problems or concerns with the products they bought or the

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services they availed of. Companies should ensure that they have customer-friendly people who are ready
to serve their customers’ needs.
Customer service people can serve as a differentiating factor versus other competitor companies. There are
products that serve the same purpose and are configured the same way. Customers, in these cases, look for
brands and companies that can offer them exceptional customer service. It pays, therefore, for companies
to invest in training their customer service personnel. This should encompass both the technical as well as
the personal aspects of the job. This means that they should be knowledgeable about the specifications of
their products and services. At the same time, they should also be personable and have the desire to serve.
It goes without saying that people have an impact on the overall customer experience. In the realm of
marketing, giving customers nothing but the best experience in using their products and dealing with their
people is the key to gaining more new customers and keeping more of the existing customers. Patronage and
loyalty are end results of great customer experience brought about by the entire marketing mix.
People at SaiGon sub club:
Talking about psychology, Vietnamese people’s mindset prefer to play in comfort zone, while foreign people
like to experience and explore new games. Parents in Vietnam usually do not let their children play risky
games like climbing mountain or rowing boat. Therefore, rowing boat seems to be more popular with upper
class people who value their health and have condition to pay for these types of outdoor activity. Also, most
of foreign children learn how to swim since very early age, while many Vietnamese children do not know
about swimming and be afraid when they confront with water.
There are lots of reasons people in Vietnam choose rowing boats. Rowing is a top effective exercise that
improves all the major muscle groups and is wonderful cardio. It is low impact on people’s joints and is based
on their own effort, so they can go as far or as they like. It is also easy to learn and is great for all ages. They
are getting fresh air being outdoors, do wonder for their lungs and soak up Vitamin D to be out on a sunny
day.

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Plus being close the water has more benefits such as stress release and a sense of peace created by the
rhythm and natural sounds, and looking for larger space make people have comfort feeling and enjoy the
asmostphere.
Beside from the increased strength, stamina, weight loss and toned muscles, young people in Vietnam join
in water sports to improve depression, anxiety, relieve stress, improve their sleep, boost their mood, they
can learn valuable skills and leadership lessons, in this activity, you can not win without your partners. Older
people look for rowing to improve their health and their memory, and receive more energy. So rowing boat
is an outdoor activity for all ages. Everyone can play and have fun, they have new and precious experience
through the process.
There are tour guide who introduce and guide the ways to row before we row in reality. They follow
customers to keep their safe and take photos, buy coconut and guide when customers have questions.
Players should listen to them because they give such a valuable advice for this water sport.
In Saigon SUB club, tour guide people also do marketing and branding the name as well, through social media
(Facebook, Instagram), they upload photos on internet and let people to comment and review. But mostly
their service is known by the work of mouth. The position of SG sub club is in a very raresight place, people
usually hear about this game from their friends and their relatives.
6. Process:
This is a stage for employee can performance their ability to contact with the customers, which is the main
channels for link the business with customers. It includes the product distribution process, the payment
process, and the import-export process. Marketers need to ensure that all these processes are strictly
controlled and provide the best customer experience. A GOOD PROCESS IS THE SHORTEST PROCESS. If the
company have slowed and ineffective service delivery, customers will annoy. It is difficult for frontline
employees to perform their jobs well, so productivity decreases and increased service failure. Therefore, the
process directly affects the marketing mix and the products they provide.

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People process, possession processing, mental stimulus processing and information processing are types of
processes in the 7Ps marketing mix strategy. Businesses select and use them to measure and monitor
marketing goals. Customers need to be present throughout the service delivery process to receive the
desired benefits. Managers must think about the process and what might happen during the service delivery
process because it helps them determine what benefits are being generated. For example, travelers must
do much work when checking in to hotels, so marketers need to design an excellent process to avoid
annoying customers which boil the ocean. Secondly, possession processing is a process that occurs on
tangible products and customer assets, which takes place without customers. For instance, the process of
repairing a phone at a store only requires the customer to leave the phone and to say the exact time to pick
up the phone. Staff must finish repair and finish with the least steps (process) for running with the time of
customers. Moreover, mental stimulus processing involves intangible actions directed at people minds. To
have a daily news program aired on television, the editors had to go through the process of finding and
synthesizing news of the day for the hosts to read it. Finally, information processing includes intangible
actions directed at the customer's property. Information is the most intangible form of service output, but it
may be transformed into more enduring, tangible forms as letters, reports, books, tapes, or CDs.
Today, sub-boat is becoming one of the new sports, attracting those who love to explore adventure
entertainment games. The fun images, clips, and customer comments before trying this new game are
constantly updated by the team on social networks. People with similar interests who want to try new things
will pay their attention to information about the team's sub boat rental service on Facebook and Instagram.
The team makes sure that guests have a pleasant experience with the easy booking process. If a customer
has been attracted to this extreme sport, they can select one of the three options for their reservation.
Customers can book the team services by calling, chatting via fan page or directly to the counter. Renting
subs, life jackets and leg laces are the accompanying activities of this service. Filming and photography
services have also been added by the team to help customer capture fun and exciting moments of the sport.
Customers can decline this service if they need privacy. Choosing the various form of payment, such as cash

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payment or bank transfer, while is the last thing to book this sub boat charter service. Team always creates
the simple process with safety conditions for customers to have a great experience when participating in this
port’s activity.
Furthermore, they will implement a elementary process with customers before the transaction occurs.
Customers will be instructed on how to paddle, turn and turn left and right on the shore by the staff. Once
the customer understands the above things, the team will bring the sub to the river and guide them to
perform safe operations. The team members are thoroughly trained and experienced in this port. It creates
trust and safety for customers to join. The service's procedures are carefully and specifically prepared by the
team to make this extreme sport safe and easy for tourists.

Figure 1-2: Advertising on Instagram

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Figure 3-4: Instructions and practice on Saigon river shore
7. Physical evidence:
It is something exterior that providing the ability of high services. For instance, music has opened in every
place, and depend on each function of the area will have a suitable melody. In the spa, there will be
meditation songs that help the customer feel relax and comfortable, or in the gym, a tune which powerful
and muscular will efficiently motivate gamers. A proper aroma that is soft and calm might get to attract
people than a regular aura.
In Marketing, physical evidence plays a crucial role that affects the customers' expectations and perceptions
of service quality. A successful business is the one who understands the importance of physical evidence,
and then it can have a perfect plan to promote its advantages. The tactics for establishing the physical system
must force to connect with the primary goals and vision of the business. The business will receive its
destination and develop its company in a better way.
Saigon SUP Club has wholly organized a perfect program of serving that satisfied and supported every need
of consumers. It aims to give high services and quality products to customers by consistently putting efforts

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and enthusiasm into innovating every day to bring the most benefits for its services. (Blog Du Lịch Traveloka
Việt Nam, 2018)
Saigon Sup Club also has a diverse typical type of material and different sizes and depending on people's
behavior. The way that Saigon Sup club has prepared many colorful sups, detailed decorate performance,
yet it brought back many fans and satisfaction from consumers. Thus, each board brings back different
experiences for the customer, and with various options, people can choose what type of standing
paddleboard is right for them, the benefits of it, and how it will suit the body. Furthermore, Saigon Sup Club
also supplies several protective gears such as life jackets, paddle sticks, etc. Eventually, the leader will
conduct the newbie and show them how to play it safe. During the time of playing, the lifeguard always
follows behind and lead them the right way to move. By showing incredible views, supplying coconut water,
taking photos, or even filming, Saigon Sup Club will serve according to the customer's demand.
In addition, the club has designed a board of introduction and instruction for the new customer. Its board
has shown up the meaning of SUP. SUP means “Stand up paddle boarding”, it a sport that origins from surfing
but more innovation. SUP is not solely a sport is also a tool to build your body, increase the health status,
and the chance to make new friends. Sup designs for people of all ages and genders, so everyone can join it.
A wonderful message from Saigon Sup Club encourages people to come and enjoy the sport with the best
product and high quality of services and give them the best experiences ever. (Digital Synopsis, 2016)
In Saigon Sup Club, one of the reasons that bring success for its club is the excellent management and
organization in places. It expands almost in each part of Vietnam, includes a variety of locations. By way of
that, it will get more experiences for the consumers. Each location that Saigon Sup Club chose has brought
different feelings for the customer, such as quiet, sincerity, comfort, etc. For example, Binh Quoi is
surrounding by trees, coconut palms, and various high buildings, so it quietly a combination of modern and
traditional. Trees are presentable for nature while the buildings are presentable for modernization. Thus,
Saigon Sup Club is an exact destination for everyone.

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Even though Saigon Sup Club has some advantages, it still has some drawbacks behind. It is not easy to find
a place to play sup or paddle boarding. Besides, people must drive a long path on a narrow road that
straightforward to fall if not pay attention. There will have some direction board to guide the customer to
find the easiest way to come inside the place. Nevertheless, it still requires persistence and patient while
going. Also, the logo from Saigon Sup Club is attractive by using a blue tone and white tone to emphasize the
symbol. The psychology of using color is a significant way to affect the customer's behavior and cognition.
During that, it will help the company renew the brand or build up the company again. Brands mostly mix
traits of two-color, and Sai Gon Sup Club also did.

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 WHO WILL PLAY SUP?
Employees, staff, teacher or even someone who
have a sedentary lifestyle, SUP for everyone
SUP can comfort the feelings and help people to
overcome stress and anxiety.
By playing SUP, it also a natural environment with
fresh air and a clean atmosphere or also
outstanding views.

Single or parents, students, or teenagers.

It an opportunity for meeting new people
and building a relationship
Family can be together and connect with
everyone.

Adventurous explorer or traveler

Ways of contributing muscle and getting a fit body
Having stunned brown skin or a nice body
A plan of changing the body into a better way

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 People who love nature or spending time
to get more knowledge about the
environment
Having a large knowledge of the
environment and seeing the sceneries

According to the data, the first impression attack on the customer's mind is visual
appearance. The ratio reveals 93% of people will focus the packaging and
performance, 3% of people will care about the texture of products and only 1% on
smell and scent.

The packaging and performance define as the primary core of the customer's
attraction. By choosing the color, designing the fitting size, creating a unique logo,
Saigon Sup Club has succeeded in interacting and connecting people. Likewise, it
helps them to increase revenue and gain more popularity for its brand.

In conclusion, Saigon Sup Club has succeeded in providing high service from
prospect to detail. By organizing an effective plan, increasing the services, changing
the products, and changing the myriad of places to satisfy the consumer, it is a step
to victory and gets belief from people.

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III. Television Commercial (TVC):

IV. SWOT Analysis:

A. Strengths:

Saigon Sub club have a marvelous and peaceful viewing. The culture of this activity
is also very diverse and attractive. People can dress up beautiful costumes in big
holidays like Christmas or Halloween and rowboat on the river, they can dance or

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listen to folk songs, watch folk dances, which is very closed to tradition of Vietnam.
People can enjoy the cuisine, do BBQ, or organize camping on the riverbank.

Rowing boat is a new outdoor activity with Vietnamese people; therefore, it can be
developed strongly in future. People participate in this water sport to have new
experience and knowledge; they also look for released mood and decrease stress.
There are many foreign tourists join in rowing boat and it is like a entertaining game
for them, so Saigon Sub club attract a lot of foreign people and Vietnamese people
as well. Indeed, Vietnamese people want to greet foreign tourist to improve their
English, and it is also a good way to make friends, learn new skills and experience.

B. Weakness:

Inappropriate coastal planning has broken the landscape, causing environmental

pollution. The land fund along the coast is mainly for construction works, especially
high-end resorts and resorts that have affected the marine tourism activities of
tourists ... The brand of marine tourism is also not focused on building properly so
that visitors can be interested.

Tourism products are still poor. Although for many years invested in infrastructure,
the Saigon sub club is still very poor in tourism products. Tourism products are still
not strong enough to retain customers. Local products have not been researched
for development. There are not many night service activities such as entertainment
areas, unique commodity commercial areas for tourists to spend their money.

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Human resources for the water sport industry are insufficient and weak. Tourism
businesses and the local community are not fully aware of the promotion of the
image and brand of Saigon sub club by own service quality, service attitude, and
behavioral culture for visitors. In addition, the workforce's foreign language ability
is weak, affecting the service customer of foreign tourists.

C. Opportunity:

The special weather in Vietnam is a big change to develop and open the size of
Saigon sub club. People and plan and arrange the schedule base on weather. They
also can organize big event base on holidays in years, which is very new and
attractive to Vietnamese’s people.

The trend of international integration brings many development opportunities for

nationwide in general and Saigon SUP Club in particular. The number of
international tourists to Vietnam and Saigon SUP Club is increasing strongly.

Joining the WTO organization brings Vietnam in general and SG sub club in particular
many opportunities to access potential markets and attract tourists and is also a
favorable factor to bring back investment sources of other countries.
Training programs to improve the quality of human resources to apply the needs of
integration and development of the city. Politics stable for a long time.

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D. Threat:

Integration creates the risk of damaging the environment and landscape, the marine
environment is in red alert, demonstrating the inadequacy in the management of
the macro-level planning and development orientation.

V. Marketing strategy:

Local image is a combination of beliefs, ideas, and impressions that people have
about that local city. Images represent the simplification of most of the relationships
and pieces of information associated with local place.

This is the first step in marketing the image of the city to tourists. This place as an
ideal place to travel, to relax and admire its scenic beauty. To create the impression
of local people, it is necessary to build an attractive and unique local image. When
introducing the image of the city, we can use the slogan: "Saigon SUP Club - the
ideal meeting place". Raising awareness of the people about cultural attitudes and
behaviors towards tourists is an activity that needs to be consider carefully today

First, it is necessary to improve the quality of human resources. To perform well

marketing activities, Saigon sub club needs to value the workforce. In the short
term, it is necessary to review and reevaluate the workforce, thereby building a
reasonable training plan. Especially, create favorable conditions for vocational

52
colleges and community colleges to operate, so that they can easily attract high
school graduates to join vocational training, helping them to have a technical career.
Firmly, contribute to the tourism development of the City.

Second, branding and marketing. Carrying out the media to promote with many
categories, reportages introducing the potential of Saigon sub club, hidden beauty
of Vietnam. Promote Saigon sub club by hiring a professional local or foreign PR
company to organize major PR events of SG sub club. Providing travel information
through website, email, Facebook, fan page, link to famous websites such as Google,
MSN, Bing, Yahoo for foreign visitors to find easily.

Budget for advertisement in social media (Facebook and Instagram) is depended on

impression, CPC (Cost Per Mile), CTR (click-through-rate), and CPM (Cost per
Impression). Then we apply the formula of CPE (Cost per Engagement) to maintain
the budget is

CPE = Total amount spent/ Total measured engagement

And the specific number of budgets will be giving the next report.

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VI. Conclusion:

Promoting may be a ceaselessly progressing instruct and as such can be one that
companies find themselves cleared out especially much behind the competition in
case they stand still for as well long. One illustration of this advancement has been
the natural changes to the basic Advancing mix. Where once there were 4 Ps to
clarify the mix, these days it is more commonly recognized that a more made 7 Ps
incorporates a much required additional layer of significance to the Promoting Mix
with a couple of researchers going without a doubt going energize.

VII. Reference list:

Digital Synopsis. (2016). The Psychology of Colors in Marketing (Infographic).

[online] Available at: https://digitalsynopsis.com/advertising/psychology-of-colors-
in-marketing/.

www.facebook.com. (n.d.). Saigon SUP Club. [online] Available at:

https://www.facebook.com/saigonsupclub/ [Accessed 14 Nov. 2020].

Blog Du Lịch Traveloka Việt Nam. (2018). Chơi gì ở Hà Nội những ngày thu? Thử
“SUP” chứ! - Traveloka Golocal. [online] Available at:
https://blog.traveloka.com/vn/choi-gi-o-ha-noi-sup-ho-tay/ [Accessed 14 Nov.
2020].

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Bhasin, H. (2019) ProcessInMarketingMix – Concepts&TypesOfProcesses[Online].
Available at: https://www.marketing91.com/process-in-marketing-mix/(Accessed:
November 8th, 2020)

Singh, R. (2018) Whatare the 7Ps ofMarketing[Online]. Available at:

https://medium.com/the-startup-growth/what-are-the-7ps-of-marketing-
ad2572f7eb16(Accessed: November 8th, 2020)

https://winerp.vn/7p-trong-marketing-mix-la-
gihttps://winerp.vn/https://winerp.vn/https://winerp.vn/ [Accessed 10th Nov
2020]
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10th Nov 2020]
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B%8Dn%20l%E1%BB%8Dc%20l%C3%A0,v%C3%B9ng%20th%E1%BB%8B%20tr%C6
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