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Marketing Plan FC-Fruit Center

LOTUS UNIVERSITY
08 Nguyen Van Trang Street, District 1, HCM City
Tel: 8 301 877 – Fax: 8 301 878
Email: hoasen@hoasen.edu.vn
Website : www.lotus.edu.vn

MARKETING PLAN

FC-fruit Center Building and development

Instructor: Vu Van Hoa

Ho Chi Minh City, 2007

TABLE OF CONTENTS

1. Executive summary……………………………………………………….…………1
2. Purpose…..……………………………..………………………………….…………1
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Marketing Plan FC-Fruit Center

3. Situation analysis………………………………………………………….…………1
3.1 Market overview………………………………………………………..…………1
3.1.1 Geographic……………………………………..……………………..…………1
3.1.2 Demographic………………………………………………………….…………1
3.1.3 Market needs………………………………………………………….…………2
3.1.4 Market trends……………………………………………..…….…….…………2
3.1.5 Market growth………………………………………….…………..……………2
3.2 Macro environment……………………………………….…..……………………2
3.2.1 Political………………………………………………………….………………2
3.2.2 Economical………………………………………………..………….…………2
3.2.3 Social……………………………………………………..……..………….……3
3.2.4 Technological………….……………………………….……….……..…………3
3.3 Customer behavior analysis……………………………….……….………..….……3
3.4 Competition analysis……………………………………………….………….……3
3.4.1 Direct competitors……………………………………….……….….……………3
3.4.2 Potential competitors…………………………………………….…..……………4
3.5 Company analysis (SWOT) ………………………………………...………………5
4. Marketing strategy……………………………………………………………………6
4.1 Mission……………………………..………………………………..………………6
4.2 Marketing objective……………………………..……………………… …………6
4.3 Segmenting the markets……………………………..………… ….………………6
4.4 Target consumers……………………………..……..………… …….…………6
4.5 Media influence……………………………..……………… ……………………6
4.6 Positioning statement……………………………..………… ……………………7
4.7 Marketing mix……………………………..……………… ……..………………7
4.7.1 Product strategy……………………………..……………… ……..……………7
4.7.2 Price strategy……………………………..……………… ……..….……………7
4.7.3 Place strategy……………………………..…………. .… ………………………7
4.7.4 Promotion strategy…………………………… ..……… ………………….……8
5. Financials……………………………..…………………………… ……..……8
5.1 Sales forecast……………………………..…………………… ……...……………8
5.2 Expense forecast……………………………..………………… …….… .…………9
6. Budget required……………………………..…………………………..… ……
9
7. Control……………………………..……………………………………..…… ……
9
7.1 Marketing Organization……………………………..……………….……… ……
9
7.2 Implementation……………………………..………………………...…… ….…10
7.3 Evaluation and feedback……………………………..……………..…….………10

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Marketing Plan FC-Fruit Center

1. Executive summary

FC-fruit Center is a new style of fruit shop in Ho Chi Minh City. FC’ target customers
are the students from secondary schools to universities who are from average and high
income families, living in Ho Chi Minh City.

We diversify the fruit juice and fresh fruits with which are 100% natural and fresh with
some special kinds of juice mix and with dynamic decoration.

Average price per juice glass is VND 8,000 and VND 12,000 for each fresh fruit dish.
These prices are suitable for our targets who are students. We want to exist our
business in the first 2 years so we will apply both pricing methods of the cost plus
pricing and perceived-value pricing.

Firstly we will open our first shop at 231 Tran Binh Trong st, ward 4, district 5, HCM
City.

Our mission is to take care of customers’ health with the fresh fruit.

We want to reach 20% market share in Ho Chi Minh City in 3 years.

2. Purpose

This plan is to build up and develop a new fruit shop with a new brand of FC-Fruit
Centre.

3. Situation analysis

3.1 Market overview

At present, there are many Juice shops in Ho Chi Minh City. But they are not enough
and do not meet the current demands now. There should be more juice shops with a
big space for relaxing and talking as well.

3.1.1 Geographic

Ho Chi Minh City is the biggest business center and population in Vietnam. So our
company decided to start opening a juice shop in Ho Chi Minh City first.

3.1.2 Demographic

Ho Chi Minh has a population of 8 million, mainly they are young so Ho Chi Minh City is
a very potential market of juice. Besides, Saigon people are famous for gentleness and
spending money.

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Marketing Plan FC-Fruit Center

3.1.3 Market needs

The living standard is getting higher so more and more people are interested healthy
food specially the fruit. A survey on 100 students from Lotus University shows that they
eat fruits for below reasons:

- For their healthy (30%)

- For beauty skin (30%)

- For relaxing (20%)

- Others (20%)

We believe that our service will satisfy the consumers’ right needs and wants.

3.1.4 Market trends

The demand of juice is much higher in coming years. It requires much more juice
shops. There are 35 juice shops in Ho Chi Minh City now.

3.1.5 Market growth

Last year, there were about 20 juice shops in Ho Chi Minh City. Now there are 35 ones.
There will be 100 shops in 2 years. 15000 tons of fruit consuming for 2006. It is higher
than 2004 is 900 tons. From this figure and some fact we can forecast the rate of
growth for coming year is very high.

3.2 Macro environment

3.2.4 Political

At present, Vietnam is one of the most stable political nations in the world. It is said that
it is very safe to travel in Vietnam. Vietnam is also a peaceful country to attract more
and more foreign visitors.

3.2.5 Economical

Vietnam is considered to be a very fast economic development nation in Asia. GDP


Vietnam reached 8.5% in the first half year 2007. Ho Chi Minh is the biggest city for
doing business in Vietnam and the living standard is the highest as well.

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Marketing Plan FC-Fruit Center

3.2.6 Social

People have much higher incomes in Ho Chi Minh City so the living standard is getting
higher. Spending power has increased by 70% during the past 5 years.

3.2.4 Technological

Vietnam is approaching high technique from developed countries. We can keep fruit
fresh longer and make juice more delicious than before, of course without chemical.

3.3 Customer behavior analysis

Nowadays, more and more people are interested in their health and beauty. Fruit is one
of their best choices for this issue. They often eat fruits at home and drink fruit juice
when they go out for coffee with their friends. They like enjoying in a big fruits shop
where they can relax and talk.

3.4 Competition analysis

3.4.1 Direct competitors

PRODUCTS BRAND DISTRIBUTION STRENGTHS WEAKNESSES MARKET


NAMES CHANNELS SHARE

Fruit Juice TOGO District 5 - Focus on - High price 5%


JUICE the customer
- Depend on
potential
weather
Good place
- Not good in
- Nice design services

JUICE JUICE District 3 -Good place 10%


STATION

FRUIT 142 LY District 3 - Cheap -Small area 30%


JUICE CHINH
- Delicious -Not good in
THANG
services

TOGO JUICE : 1 MINUTE JUICE-1 HEATHLY LIFE

Address: An Dong Plaza


18 An Duong Vuong Street, District 5, Ho Chi Minh City.

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Marketing Plan FC-Fruit Center

Tel : ( 08) 6 10 70 70
(08 ) 8 32 32 88-5163
Web : www.togojuice.com
Customer potential customer: who have a high salary

Prices: high prices

Customer services: one ticket for one drink, 10 tickets for 1 free product

Strengths

Place: in the center of trade, concentrate the customer potential

Design: simple

Product: many of products

Services: take away, delivery, party catering

Packing: good packing, lager

Weakness

Out door: depend on weather

Higher price than another

3.4.2 Potential competitors

JUISMILE: Fruit Juice.

Address: 16B Doan Tran Nghiep, Ha Noi và 45 Ho Tung Mau, Vinh.

Customer: for family, children,…

Usage: very simple and easy to drink, just mix JuiSmile with 5 parts of water in glass.

Strengths:

Help customers save time, can bring anywhere,..

On cheap price, everyone can save money, suitable for market price nowadays.

All most people choose a fresh drinking and convenient as JuiSmile: Like(20,7%),
Cool(19,7%),for health, and more energy.

Weakness:

Contain much cyclamate, it’s not good for health.

By hand-made, the product is not guaranteed for health and hygienic.

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Marketing Plan FC-Fruit Center

TETRA PAK: CANNED JUICE.

Distribution: Lund, Swedish

Customer: for anyone, convenient for who go camping trip.

Strengths

Help customers save money

Especially, this product has no gas, so customers find tasty in drinking, easily open.

Weakness

Have much chemical flavoring, it’s not good for health.

The price can be high, so children can not buy it.

3.5 Company analysis (SWOT)

STRENGTHS WEAKNESS OPPORTUNITY THREAT

- Active owner - New comer, so - Our - There will be


shop. we lack of product/service is more competitors.
experience in new in the
- Good - Imported
management. markets.
supplying source bottled fruit juice.
of fresh fruits from - Capital is - Living
Mekong Delta. limited. standard in Ho

- Good - We don’t have Chi Minh City is

technology of after enough the getting higher and

harvesting packing place. higher.

protection – Fruits. - People are

- Good location more interested in

of the shops health.

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Marketing Plan FC-Fruit Center

4. Marketing strategy

4.1 Mission

Our mission is to take care of your health with fresh fruit.

4.2 Marketing objectives

- Market share: To reach 20% market shares in Ho Chi Minh City in 3 years.

- Financial: Turnover will be reached 266.432.000 VND in the first year (just 8
months), it will increase by an average of 25% in the next years. An amount of
987.905.000VND is expected to be reached in the fifth year.

4.3 Segmenting the markets

The fruit market can be divided into following groups:

- The students who are from secondary schools to universities and from average
income families, living in Ho Chi Minh City.

- The students who are from secondary schools to universities and from high income
families, living in Ho Chi Minh City.

- The people who are from 25 to 30 years old with an average income, living in Ho
Chi Minh City.

- The people who are from 25 to 30 years old with high income, living in Ho Chi Minh
City.

4.4 Target consumers

Our target customers are the students from secondary schools to universities who are
from average and high income families, living in Ho Chi Minh City. They are dynamic
and lively. They enjoy a place with modern music and can talk with their friends to
relax. They are interested in health as well.

4.5 Media influence:

- Magazines

- Newspapers

- Television

- Leaflets

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Marketing Plan FC-Fruit Center

4.6 Positioning statement

For the students who are from secondary schools to universities and from average and
high income families, living in Ho Chi Minh City. They are and lively and interested in a
place where with modern music and can talk with their friends to relax. They are
interested in health as well. The FC-fruit centre is the best place for the target market
since it can meet their wants and demands due to good location, decoration of the shop
and seasonable price.

Our slogan: Take care of your health

4.7 Marketing mix

4.7.1 Product strategy

We diversify the fruit juice and fresh fruits.

For the fruit juice, it is 100% natural and fresh with some special kinds of juice mix and
with dynamic decoration.

For the fresh fruits serve, it looks fresh and clean with nice cutting.

4.7.2 Price strategy

Our objectives are to be survival. We want our customers to enjoy high quality fruits
with reasonable price.

We will apply for both pricing methods of the cost plus pricing and perceived-value
pricing.

Average price per juice glass is VND 8,000 and VND 12,000 for each fresh fruit dish.
These prices are suitable for our targets who are students.

4.7.3 Place strategy

We open the first one shop at 231 Tran Binh Trong st, ward 4, district 5.

Strength Weakness

Near the school, universities. Designed


Location in the street which have a few
attractively.
business stores about food so nobody know
There are many office building. Wide
about our store.
pavement, parking.

The capacity is enough for 60 people.

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Marketing Plan FC-Fruit Center

We will open more shops near the universities and hostels from the second year
operation.

4.7.4 Promotion strategy

- Advertising on student newspapers and magazine and on the internet

- Leaflet delivery to the students at the school and universities sites

- Sponsor for social activities of student in school or universities.

5. Financials

5.1 Sales forecast

FC Fruit Store is opened in 1st May of 2007

Month Efficiency (VND)

May 27.880.000
June 25.080.000
July 26.486.000
August 29.274.000
September 34.850.000
38.335.000
October

November 40.251.000
December 44.276.000

In the next five years, we hope the sales forecast will increase average 25% per year.
The table below show the sales forecast in next five y

5.2 Expense forecast

We try to cut down spending by many ways. The firstly, fruits source should delivery
just in time (JIT). In this case, we can avoid keep fruit for a long time with not good
preservation so avoid suffer some damage and loss fruit and spend more money. Base
on the relationship we can take the good policy in payments.

6. Budget required

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Marketing Plan FC-Fruit Center

VND 52,000,000 is required for marketing activities to lunch FC fruit shop at the first
year, and we will review in next year.

No Activities VND
2 Brochure and leaflet 5,000,000
3 Newspaper, magazines 13,000,000
4 Website 7,000,000
5 Collecting card 2,000,000
6 Sponsor 10,000,000
7 Promotion program 15,000,000
TOTAL 52,000,000

7. Control

7.1 Marketing Organization

- Mr. Vũ and Ms. Phương responsibility for perform marketing activities

- Mr. Vũ is responsible for the content of ads for leaflet, contact to register on
newspapers and magazine.

- Ms. Phương is responsible for the website for store, update database related to
activities of the plan, promotion program, introduce available products in our store

Both Mr. Vũ and Ms. Phương are responsible for the enquiry, contact and registration .

7.2 Implementation

- First month: complete the marketing plan

- Second and third month: complete the marketing documents

- Fourth month: start proceeding advertising on the newspaper and on the internet
and delivery leaflets at the school and university located in Dist 1, 3 and 5 first.

7.3 Evaluation and feedback

We will evaluate all marketing activities every six month to see if the result of the
business is good as planed.

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