ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Processes and Planning

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Table of Contents
I. Main Contents :..................................................................................................................................................................................................................... 8
Part A :....................................................................................................................................................................................................................................... 8
I. Introducing Orion Vietnam :.......................................................................................................................................................................................... 8
II. 7Ps :............................................................................................................................................................................................................................. 10
II. Introduction Kinh Do:.................................................................................................................................................................................................. 17
III. 7Ps :......................................................................................................................................................................................................................... 18
Part B :..................................................................................................................................................................................................................................... 24
I. Project summary:......................................................................................................................................................................................................... 24
II. Market analysis:........................................................................................................................................................................................................... 24
III. The influence of the macro environment................................................................................................................................................................ 26
IV. The influence of the micro environment.................................................................................................................................................................30
V. Competitors................................................................................................................................................................................................................. 32
VI. Sales goals:............................................................................................................................................................................................................... 33
VII. 7Ps of new products:............................................................................................................................................................................................... 34
VIII. Work division table:................................................................................................................................................................................................. 41
IX. Plan control:............................................................................................................................................................................................................. 41
Part C:...................................................................................................................................................................................................................................... 42
1. Access target:............................................................................................................................................................................................................... 42
2. Target audience:.......................................................................................................................................................................................................... 42
3. Describe project........................................................................................................................................................................................................... 43
4. Media Chanels :........................................................................................................................................................................................................... 44
5. Control and Monitoring............................................................................................................................................................................................... 44
III. Conclusion:...................................................................................................................................................................................................................... 45
References................................................................................................................................................................................................................................... 45

I. Introduction:
After discussing Marketing in general and analyzing the responsibilities and roles of Marketing Department at ORION (a business operating in
the FMCG sector in Vietnam).In the 1990s, Korea's leading confectionery group - Orion established a representative office in the city. HCM and
started bringing its products to the Vietnamese market. In 2005, Orion officially opened a branch in Vietnam, establishing Orion Food Vina Co.,
Ltd. with 100% capital from parent company Orion. Currently, the company accounts for 58% of the market share of industrial cakes in
Vietnam Orion Food Vina has won many awards and certificates voted by consumers and awarded by prestigious organizations such as "High
quality Vietnamese goods", "Top 500 largest enterprises in Vietnam". (Quan, 2018).

After discussing and reaching a consensus, the company decided to launch a new product, grilled rib-flavored rice cakes. With the purpose of
creating product diversity, designs, and many choices for users. From here, attract more customers and create product lines for the company
to achieve the business's marketing goals.

I. Main Contents :
Part A :
I. Introducing Orion Vietnam :
1. Back To Comity :
Orion Group opened a representative office in Ho Chi Minh City in 1997, in Hanoi in 2002 and began advertising in 1997. In 2005, officially
established Orion Vina Food Co., Ltd. with headquarters in Ho Chi Minh City. In December 2006, Orion inaugurated its first factory in My Phuoc
2 Industrial Park, Binh Duong province and the second factory in Yen Phong Industrial Park, Bac Ninh province 3 years later. Vietnamese
consumers are probably too familiar with the slogan "Orion is ChocoPie. ChocoPie is Orion" . For more than 20 years, Orion has tried to localize
its products closely associated with Vietnamese identity. (Orion, 2021).
Orion is a famous candy brand from Korea. Orion first entered the Vietnamese confectionery market in 1997 and established Orion Vina Food
Company Limited in City. Ho Chi Minh in 2005. A milestone for the company's continuous development and becoming a familiar brand in the
hearts of Vietnamese people (Han, 2022).

2. Vision: Becoming the number 1 confectionery manufacturer in Vietnam:

Orion aims to become the No. 1 confectionery manufacturer in Vietnam. Furthermore, the company is trying to transform itself towards
sustainable business development through transparency in production and business reporting, actively participating in environmental
protection activities by reducing printing colors on packaging, limit advertising costs and instead, strive to research and improve products that
are good for consumers' health, while carrying out social responsibility activities (Orion, 2021).

With the goal of becoming the leading confectionery manufacturing company in Vietnam with the mission of ensuring product quality for
consumers. Orion Company operates according to AIB's strict food safety and hygiene standards. Orion products are all certified by the
Ministry of Health - Department of Security to meet food hygiene and safety standards. In addition, Orion's products and production lines are
also certified to international standards such as ISO 9001, HACCP... (Han, 2022).

3. Misson:
Orion always especially remembers that the food industry is an industry of conscience. Because candy is something that goes into the human
body and when developing any product, Orion always remembers that these are the things that our children will eat. Orion's mission is to
produce food that ensures food hygiene and safety with the best quality for consumers. (Orion, 2021).

4. Business Ethic :
Orion Vietnam is committed to not compromise on quality to achieve high profits. The business philosophy "Only Orion" demonstrates the
spirit of promoting "difference" in business, because difference is Orion's main competitiveness. (Orion, 2021).
 II. 7Ps :
1. Product :
1.1. Product portfolio :
Chocopie: Chocopie is Orion's main product. This product was launched in the Vietnamese market with the famous slogan "Orion is Chocopie,
Chocopie is Orion."

Custas Cake: Custas custard sponge cake is not only a snack, but also a product that provides full nutrients from milk and eggs for children. At
the same time, it emphasizes the message "Eat and play and be healthy."

Goute: Goute cake includes two flavors of crispy sesame Goute and nutritious seed Goute, especially suitable for those who want to enjoy low-
fat cakes.

Snack: Orion launched a series of different snack product lines such as O'Star, Swing, Toonies!,... Of which the most prominent and popular is
the O'Star snack product.

Jeju volcanic mineral water: After 400,000 years, each drop of water passed through many layers of soil and rock and accumulated in the
dormant volcano. Now Jeju volcanic water contains valuable trace minerals and optimal alkalinity concentration. With advanced technology,
Orion has exploited and bottled directly on Jeju Island, ensuring the quality and natural value of each bottle of water.

Candy: Quality, sweet Orion candy is chosen and trusted by many people.

Security Gift Set: Through impressive oil painting lines, Orion recreates Tet, bringing with it the unique beauty of harmony between nature,
heaven and earth and people. The Orion gift set carries the message of lucky, favorable beginnings, wealth, and prosperity instead of wishes
for a Happy New Year." (Orion, 2021)
Orion always puts product quality criteria first. Because brands always want to bring consumers the best quality products. The ingredients
Orion provides come from quality food sources, ensuring high safety. Richy's strength is that it owns a large scale confectionery production
line. Machinery and equipment are equipped with modern equipment and ensure the best hygiene and safety. It can be seen that Orion's
products all use pure Vietnamese ingredients. Such as An rice cakes, egg cakes, oat cakes, etc. Especially suitable for all ages.

1.2. Packaging :
Layer 1: The layer directly contains the product, including name, logo, ingredients, weight, production date, and expiration date.

Layer 2: A paper box made of duplex, which protects and maintains the product.

Layer 3: The protective layer is intended to preserve the cake during transportation. (Orion, 2021)

1.3. Brand :
Orion's symbol is an image of the earth and stars. The Earth represents the goal of globalization and the stars represent Orion's future
potential to shine as a global company. (Orion, 2021)

2. Price :
Market and demand: The cake market is a "never-ending" competition between domestic and international brands. Vietnamese people always
say: "You get what you pay for", people tend to look for quality products at affordable prices. Pricing according to the market and customer
needs helps businesses gain advantages in business.

Competitor-based pricing strategy: Orion focuses on the current rates of products and services. Despite price fluctuations, Orion Food Vina still
keeps prices stable. Competitors tend to keep their product prices approximately the same as Orion. (Orion, 2021)
 3. Place :
Orion's distribution network is a major competitive advantage compared to other competitors. Currently, Orion Food Vina has two types of
marketing channels: Direct marketing channel: Orion Food Vina owns its own website to sell products. On the website, Orion mainly sells Tet
gift sets including a variety of cakes, snacks and mineral water. Indirect marketing channels: Orion uses indirect marketing channels to provide
products through retailers (Shopee, Lazada, Tiki, 7eleven, Winmart, Circle K,...). In addition, Orion also conducts traditional transactions such as
grocery stores and wholesalers to expand its business network. (Orion, 2021)

4. Promotion :
4.1. Marketing:
Orion Food Vina regularly appears on major programs such as VTV1, VTV3 and VCTV. These programs contribute to the dissemination of
information with high efficiency. In addition, it contributes to impacting young people, middle-aged people and children. Furthermore, Orion
Food Vina also hires news sites to write advertising and editorial articles. At the same time, sign contracts with celebrities and KOLs to promote
products. (Orion, 2021)

4.2. Promotion:
The company regularly launches attractive promotional programs for wholesale and retail agents. For example, when you buy 5 boxes of
ChocoPie cakes, you get 1 box of cakes, and when you buy 3 boxes of Fresh Pie cakes, you get 1 free helmet. For retail customers, Orion also
regularly has promotional programs and accompanying gifts.

Orion also organized a promotion program for ChocoPie cake products called "7 Wonders of the World Collection" in Hanoi and Ho Chi Minh
areas. (Orion, 2021)
 4.3. Public Relations:
World Vision Vietnam and Orion Food Vina join hands to build a safe and loving environment in schools for Vietnamese children. Through the
international organization World Vision, Orion has sponsored the campaign "Happy Classroom - Joining hands to prevent violence in schools"
with a budget of up to 4.9 billion VND. (Orion, 2022).

5. Physical evidence:
Orion Vietnam Confectionery Company first launched the "Gentle Packaging" model on its two main cake lines, Custas and Goute. Still the
brand's familiar paper packaging and design, but the company reduced the number of ink colors compared to before.

A representative of Orion Vietnam said that businesses can save about 217 tons of ink each year by reducing the amount printed on packaging
materials for Custas and Goute. These two product lines labeled "Gentle Packaging" also began to appear on the market in September this
year. In recent years, Orion has clearly seen the importance of sustainable business development. With the "Gentle Packaging" program, Orion
can both reduce investment costs and be environmentally friendly.

This initiative was launched by parent company Orion Korea in 2014,

contributing greatly to limiting packaging waste by using friendly ink,
reducing the number of ink colors and the size of many bakery
packaging. . Thanks to that, since 2015, the amount of ink used for
packaging designs has decreased by 88 tons. In 2018, 12 of its product
packaging were certified green by the Korean Ministry of
Environment in the confectionery industry. To date, 32 brands have
changed their packaging size to be more compact, convenient, and
limit waste.
 6. People:
Orion Food Vina understands that, behind the success and development of the company, human resources are invaluable assets. Therefore,
Orion Vietnam always pays special attention to building and developing talented seeds for the company. Orion aims at long-term development
and nurturing the success of employees at the company.

Human resources are considered the "living assets" of an organization, because they carry knowledge, skills and experience. Employees have
the ability to think creatively, come up with new ideas and solve complex problems. Innovation and creativity of human resources help
organizations improve performance and compete in the business environment.

7. Process:
1. Raw materials

Premium sticky rice, potato starch, cornstarch, tapioca starch, refined sugar...

Must have origin and be certified to meet food safety and hygiene standards.

2. Quantitative

Ingredients are measured correctly according to the mixing formula for each batch.

3. Soak rice

Rice is soaked in a tank with clean water.

Rice soaking time is from 7 to 9 hours.

4. Grind rice
After soaking, the rice is sent to a 3-roll mill to grind into small powder.

Powder moisture after grinding: 30 – 32%

5. Steam

Gao flour along with some other ingredients: potato starch, tapioca starch, cornstarch, sugar... are put into a steam pressure cooker to steam
the dough.

Steaming time: 7 - 8 minutes.

This step is important in the rice cake production process, using a combination of modified Acetylated Starch. Aim:

Reduce the gelling temperature of starch.

Increases adhesion of dough blocks

Stabilizes the structure of the starch framework, preventing uneven cake blooming

Enhances structural stability to make the cake more spongy and crispy.

6. Extrusion, cooling

After steaming, the dough is passed through an extruder to make the dough whiter and the moisture distributed more evenly.

Cooling water tanks bring the dough to the required temperature before shaping.

7. Rolling and shaping

The dough block is rolled out thinly to be shaped.

Create cake embryos with a defined shape: round, oval, waist-length...

8. First drying

The cake embryo is put into the drying tunnel for the first time to reduce moisture.

Drying time is 2 - 3 hours.

9. Embryo incubation

After drying 1, the embryo is brought into the incubation room to stabilize and evenly moisten the cake embryo.

Incubation time: 48 – 72 hours

10. Drying 2

After incubation for the prescribed time, the cake embryo is put into the dryer 2 to continue to reduce moisture.

11. Drying

The cake embryo will be completely dried, creating a spongy, crispy structure for the cake.

12. Road spraying

Sugar solution is sprayed on the surface of the cake to increase the sensory value of the product.

13. Third drying

The purpose is to dry the sugar solution sprayed on the surface of the cake.
14. Spray oil

Oil is sprayed onto the surface of the cake to give the product a medium-fat, more delicious taste.

15. Fourth drying

The purpose is to dry the oil.

16. Cool

After drying 4, the cake goes to the conveyor belt to cool. On the way, the cake is cooled by fans above the conveyor belt

17. Packaging

The cakes are put through a packaging machine and placed into bags.

18. Close the box.

Storage and preservation.

Combining modern and advanced rice cake production processes with modified starch in cake production increases product quality and
reduces production costs.

II. Introduction Kinh Do:

In 1993, Kinh Do Construction and Food Processing Company Limited was established with an investment capital of 1.4 billion VND. Then, on
October 1, 2002, the company converted from LLC to Kinh Do Joint Stock Company.

In July 2015, American Mondelēz International Group acquired 80% of Kinh Do confectionery shares from Kinh Do Group, creating Mondelez
Kinh Do company.
Continuing tradition and development, Mondelez Kinh Do continues to produce and distribute famous confectionery products of the Kinh Do
brand and is also developing new products, committed to bringing Vietnamese consumers the best. Quality, safe and valuable products.

Currently, Kinh Do confectionery products are present in 64 provinces and cities with more than 300 distributors and 200,000 retail points.
Kinh Do's products have also been exported to more than 30 countries around the world such as the US, Japan, Thailand, Korea and Singapore.
(Kinh Do, 2024).

III. 7Ps :
1. Product :
Kinh Do, although present since the early 1993s, was never satisfied with its achievements. Instead, they always focus on innovation and
product development, as well as other elements that create a unique brand identity. Kinh Do moon cakes have succeeded in creating core
values, conveying meaningful messages to consumers and creating a difference compared to competitors. This has created an irreplaceable
moon cake brand in the Vietnamese confectionery market. (Maneko, 2022).
During its development, Kinh Do has launched a variety of products, from everyday confectionery to holiday treats and gifts, as well as
products made from dairy and specialty ingredients from around the world place in the country. The big difference between Kinh Do and other
products lies in processing techniques and additive formulas, making Kinh Do products always have unique and attractive flavors. Some
famous product lines include cookies, snack cakes, AFC - Cozy crackers, hard candy, soft candy, cream cakes, Kido's ice cream, Kinh Do moon
cakes and chocolate... In addition, traditional product lines using specialty ingredients from many provinces and cities in the country such as
fish fin, ham roasted chicken, mixed meat, sausage, green beans, taro... are also consumed very well. Kinh Do also continuously updates its
products to reflect consumers' health-conscious mentality, such as reducing sweetness or using natural ingredients. (Maneko, 2022)

Not only product quality, the design of Kinh Do products also makes a strong impression on customers through luxurious, sophisticated design,
and completely new packaging, not inferior to imported products. Kinh Do's product strategy focuses on diversifying products with
outstanding quality and design, affirming Kinh Do's superiority in meeting all customer needs from gifts to worship worship and use in the
family. (Maneko, 2022).

2. Price:
The discount pricing strategy is the pricing strategy applied by Kinh Do's marketing. With extremely good preferential policies and discounts for
distributors and customers. Kinh Do has expanded its domestic product distribution network, especially during peak seasons such as Mid-
Autumn Festival. (Maneko, 2022).

Besides, Kinh Do also applies a competitive pricing strategy. Kinh Do's marketing offers product selling prices based on breadth. This means
that their products have many prices suitable for many customer segments. This also proves that Kinh Do will compete with their opponents at
any cost. This is also the highlight of the brand's pricing strategy. Make it easy for their customers to decide to buy the brand's products
(Maneko, 2022).

3. Place:
Kinh Do's product distribution strategy is mentioned through distribution channels. These include agents, supermarkets, retail stores and then
the final consumer. Product consumption is the most important step for any business, not just Kinh Do. Businesses only have revenue when
their products are successfully delivered to customers. It is also because of this factor that Kinh Do has continuously diversified their
distribution channels. To make products available everywhere, easier to reach customers. (Maneko, 2022).

Kinh Do has three main distribution channels nationwide. For example, dozens of Kinh Do Bakery store chains, distributors, agents and finally
more than 150 supermarket systems. Not stopping at traditional distribution channels, Kinh Do also expanded into many different channels
such as seasonal channels, school channels, amusement parks, etc. Thanks to that, Kinh Do accounts for 70% of the market share nationwide.
(Nguyen, 2022).
 4. Promotion:
To introduce products to many customers, Mondelez Kinh Do company has deployed many campaigns including promotions and advertising.

Kinh Do often applies promotional programs on Tet holidays or major holidays of the year. These programs gain quick attention and
effectiveness because of the direct impact on the final consumers of the product. (Maneko, 2022)

Keeping up with digital technology trends, Kinh Do's marketing also constantly exploits customers on social networks. Through advertising
forms on two main platforms: Facebook and Youtube. The main purpose is to inspire potential customers to buy. In addition, after more than
20 years of establishment and development, after having a solid position in the market, the company has left brand marks such as: In 2008:
"Bringing spring home with you", in 2011“Seeing Kinh Do means seeing Tet”, 2018“Seeing Kinh Do means seeing Tet”, 2021“Preserving Tet
values”. (Maneko, 2022).

5. People:
Mondelez Kinh Do focuses on training and developing employees, ensuring they have the skills and knowledge needed to provide the best
service to customers. In 2023, the company will continuously be promoted 5 times to "Typical enterprise with happy human resources".
Because they put creating opportunities for young people and women as a top priority. Through programs such as management trainee, intern
and other programs, this business creates conditions for young Vietnamese talent to develop. With a female management rate of 36%, higher
than the industry average, Mondelez Kinh Do demonstrates its commitment to empowering and providing opportunities for women. In
addition, the mental and physical health of employees is emphasized through a comprehensive health care policy. Free 24/7 consultation and
support services for employees and families ensure that they are taken care of in every aspect, from health to finances and nutrition, sports,
and parenting. This demonstrates Mondelez Kinh Do's commitment to the development and happiness of its employees. (Son, 2023).
 6. Process:
Mondelez Kinh Do ensures that the production and distribution process of products is carried out in a closed, strict, professional and effective
manner. This ensures product quality and safety, from processing to packaging and shipping. (Kinh Do, 2024).

Below is the moon cake production process (toihuongdan, 2022)

Prepare ingredients: Prepare and check the quality of main ingredients such as flour, sugar, butter, eggs, filling and other ingredients.

Dough processing: Mix and process dry ingredients to form a smooth, uniform dough with suitable elasticity.

Making the filling: Prepare and process the necessary ingredients for the filling such as peanuts, green beans, eggs, coconut and sugar.

Shape the cake: Roll and cut the dough into small pieces, then take a portion of the dough to make a cake shape and stuff the filling inside.

Baking: Place the moon cake in the oven and bake at the appropriate temperature and time to brown evenly.

Topping (optional): Apply fat or other spices to the surface of the cake to add flavor and preserve.

Packaging: Pack the cake into a box or storage bag and store in appropriate conditions.

Quality check: Check cakes to ensure product quality before leaving the factory.

Storage and transportation: Store and pack products into crates or pallets for transportation to retail or distribution points.

Collect feedback: Collect feedback from customers and the market to improve production processes and product quality in the future.

7. Physical Evidence:
Mondelez Kinh Do Vietnam Company said that up to now 95% of its total packaging, including plastic and other materials, can be recycled and
reused. Target 2025 is a commitment to achieving 100% recyclable packaging and informative labeling across its entire product portfolio. The
logo of PRO Vietnam (Packaging Recycling Organization Vietnam) is printed on all Mondelez Kinh Do product packaging such as AFC, Cozy
biscuits, Solite sponge cake, LU cake, Oreo, Slide potato chips, and other products. Tet of Kinh Do. This is confirmation of the origin of
environmentally friendly packaging for the Company's products. By choosing to purchase these products, consumers also play an important
role in preventing plastic waste from entering the environment and contributing to building a more sustainable future for people and our
planet. (kinhtemoitruong, 2021).

Furthermore, Kinh Do also always focuses on designs so they always have appropriate changes every year. The change is guaranteed to look
luxurious, sophisticated and bring high value. The outstanding product that can be immediately mentioned is the "Golden Moon Phu Quy"
product set, this is a product set with a new design, as luxurious as imported products. Thanks to that, Kinh Do mooncakes have long been
chosen by Vietnamese consumers as gifts on every Mid-Autumn Festival. (Nguyen, 2022).
Part B :
I. Project summary:
Orion Food Vina Co., Ltd., the Korean Orion Group's Vietnamese division, produces rice cakes. Orion's goods have gained global recognition
and consumer trust due to their superior quality, food safety, and hygiene. Orion A distinctively good flavor and appealing crunchiness of rice
cakes greatly arouse the sense of taste. Made entirely of Japanese Japonica rice, the cake is prepared using a unique method and cutting-edge
Korean machinery. The weight of 111.3 grams, the main color is due to the dark red hue, especially considering that the mascot is a potato
dressed like a chef and with barbecue tongs in hand. Orion An rice cake launches a new product with a rich, delectable grilled rib flavor.

II. Market analysis:

1. Review of the rice cake industry market
The confectionery market is expected to increase at a compound annual rate of 3.45% between 2021 and 2026. A notable rise in consumption
has led to a growing popularity for confectionery and sweets. based on a study conducted by the BMI International Market Survey Company.
Right now, one market with a lot of potential for confectionary items is Vietnam. The confectionery sector maintained stability and
experienced rapid expansion. The annual production can reach up to 150 thousand tons. In addition, revenue in 2019 totaled 42 trillion VND.
Over 200,000 tons of confectionary are expected to be produced in Vietnam overall in 2020 (Nguyen, 2023)

Over 300.5 thousand rice cake goods were sold last year, bringing the total revenue from the e-commerce platform to 11.6 billion VND. Of that
amount, orders were placed by 1.4 thousand shops. 1.61% less than the revenue for the same period last year (Notebook, 2023)

Mr. Lekh Raj Juneja predicts that the Vietnamese rice cake market will continue to snowball because of the country's expanding population,
growing economy, rising purchasing power, and rising rice cake consumption. As a result, Vietnam presents a favorable market for imported
goods because of its superior raw rice supplies, advanced technology, large pool of skilled and diligent workers, and stable and precise
currency rate management. He appreciates Vietnam's business climate and anticipates success in this promising market going forward (Chi,
2023)

According to the rice cake market research report, on the e-commerce platform, there are 152 brands, of which the top brands with the
highest revenue are Gufoods rice cakes and Orion rice cakes accounting for 52% and 20.9% of the top 10 brands revenue. These two brands
are the Honey Lake rice cake brand, Richy rice cake brand, One One rice cake brand, and Ichi rice cake brand. The Gufoods brand's market
share of revenue is higher than the Orion brand, but the sales volume of the Orion brand is higher than that of the Gufoods brand (Notebook,
2023)

Rice cakes are becoming more and more of a popular option for consumers as the culinary market grows more diverse and health-conscious.
The rice cake sector is expected to generate new company successes due to its varied range of business prospects and potential for sustainable
development.

2. Target customer:
2.1. Individual target customers:
Students: Students will have more need for snacks and candy than older and middle-aged people. Therefore, the number of products consumed in this age
group is also more popular than in other ages.

Gender: Both men and women can be target customers for rice cake products.

Urban and rural areas: Target customers can come from both cities and rural areas. However, urban customers may account for a larger proportion due to
the need to use products conveniently and quickly.

Consumers with fast and convenient eating habits: This may be the main customer group who are looking for quick and convenient eating options in their
busy lives. They can use rice cakes as part of a snack or snack.
2.2. Enterprise target customers
Convenience stores and mini-marts: Convenience stores and mini-marts in densely populated areas can also be important customers. Rice
cake products may attract the attention of consumers in need of a convenient and delicious snacking option.

Grocery stores: Grocery stores may want to provide snack options for customers, and rice cake products can be a popular choice.

Community agencies and organizations: Community agencies and organizations, such as cultural centers, charities, or religious organizations,
may want to use rice cakes in events or activities. their movements.

Educational facilities and schools: Schools, kindergartens, and other educational facilities can also be a potential market. Rice cake products
can be provided for classes and cultural events.

Sidewalk eateries and small eateries: Sidewalk eateries and small eateries in neighborhoods and small towns may need products such as rice
cakes to serve local customers and tourists.74

III. The influence of the macro environment

3.1. The Demographic Environment
Depending on gender, age, and preferences, consumers will make different choices in purchasing a product. Students will have a greater need
for snacks and candy than older and middle-aged people. Therefore, the number of products consumed in this age group is also more popular
than the rest. Accordingly, women will need to eat candy and snacks more than men. Women will need to eat candy and snacks more than
men (Nguyen, 2023).

Vietnam's average population in 2023 will reach 100.3 million people, of which the male and female population ratio is quite balanced (men
account for 49.9%, women 50.1%). The average population in urban areas is 38.2 million people, accounting for 38.1%; The rural area is 62.1
million people, accounting for 61.9%. Vietnam's population structure is shifting towards increasing the proportion of elderly people and
decreasing the proportion of young people. Vietnam is currently in a period of golden population structure and is also in the process of
population aging. The proportion of the young population aged 0-14 years old will decrease from 24.3% in 2019 to about 23.9% in 2023; while
the population aged 60 and over will increase rapidly, from 11.9% in 2019 to 13.9% in 2023. The population aged 15-59 years old accounts for
63.8% in 2019, decreasing to 62.2% in 2023. The sex ratio at birth (SRB) of Vietnam's population in 2023 is 112 boys/100 girls, reflecting that
the sex imbalance at birth in our country is still high (General Statistics Office, 2023).

With the growth of the elderly population and the gender balance, Orion can develop diverse products to meet the needs of each population
group. Developing items specifically for women or the elderly might expand the market and boost revenue. Trends in diet and health are
becoming more and more popular, particularly with the elderly. By creating rice cake goods that are high in nutrients or free of unhealthy
additives, the business can capitalize on this market niche and draw in this consumer base. In summary, the company has a lot of potential to
grow its market and produce new goods.

3.2. The Economic Environment

Vietnam's economy is doing better in the first quarter of 2023 than it was in Q1/2022, with the GDP growing by 3.32% in Q1/2023 due to
expansions in the service and agriculture, forestry, and fisheries sectors. Vietnam's economy is slowing down, though, as evidenced by
statistical data on the GDP growth rate every quarter from 2018 to the present. These factors include inflation, the effects of the Covid-19
pandemic, and the relationship between Russia and Ukraine. Vietnamese consumers' capacity to spend money on shopping during the early
months of 2023 is significantly impacted by this, as the consumer price index continued to rise substantially in Q1/2023, 4.18% higher than the
same time the previous year (Chung, 2023)
(% CHANGE IN VIETNAM CONSUMER PRICE INDEX QUARTERLY COMPARED TO THE SAME PERIOD OF THE PREVIOUS YEAR)

(Source: Ychoc.com)

The General Statistics Office's Q1/2023 report states that Vietnam's food industry's industrial output index grew 3.4% in the first quarter of
2023 compared to the same period the previous year, albeit at a slower rate than before the COVID-19 pandemic. This indicates that the food
production industry is dealing with some challenging issues, the primary source of which could be growing inflation, which lowers market
demand while driving up production costs (Chung, 2023). This also causes many difficulties and challenges for the rice cake industry.

People's lives are

safeguarded; the labor and
job situation improved in the
first quarter of 2023; and the
task of guaranteeing social
security is executed quickly
and efficiently by all sectors
and levels of government.
The number of employed individuals aged 15 and over is projected to rise by 1.1 million in the first quarter of 2023 compared to the same
period in the previous year; conversely, the unemployment rate for those in the working age group is predicted to drop by 0.21 percentage
points. This may be interpreted as a sign of improvement for the economy overall and the rice cake sector specifically (General Statistics Office,
2023).

The first quarter of 2023 GDP growth, particularly in the agriculture and service sectors, may foster a favorable business climate for
enterprises, including those that make rice cakes. A stable and marketable labor base might be created by an improvement in the labor
market, with more people working and unemployment rates declining. This would help the promotion and consumption of rice cake products.
Though it seems to be growing more slowly than it did before the COVID-19 epidemic, the food industry's growth in the first quarter of 2023 is
nevertheless encouraging for the sector's recovery. The business can use this as a chance to grow the market and produce more rice cakes. In
summary, despite challenges, Vietnam's economic situation in the first quarter of 2023 also brings many opportunities for the company and its
rice cake products.

3.3. Political environment

Food Safety Regulation

According to the 2010 Food Safety Law No. 55/2010/QH12:

Chapter I, Article 4: State policy on food safety: Develop strategies and master plans on ensuring food safety, and plan safe food production
areas according to the approved food supply chain. identified as a key priority task. Establish a legal framework and organize the
implementation of a mandatory roadmap to apply the system of Good Manufacturing Practices (GMP), Good Agricultural Practices (GAP),
Good Hygiene Practices (GHP), Risk Analysis, and critical point control (HACCP) and other advanced food safety management systems in the
food production and business process (The library of law).
Chapter IV, Section I, Article 19: Conditions for ensuring food safety for food production and business establishments: Food production and
business establishments must ensure the following conditions: Have a location, and appropriate area, with a safe distance from toxic sources,
pollution sources, and other harmful factors. Have adequate equipment to handle raw materials, process, package, preserve, and transport
different types of food; There are enough equipment, tools, washing and disinfecting facilities, antiseptic water, and equipment to prevent and
control insects and harmful animals. There is a waste treatment system that is operated regularly following the law on environmental
protection. Maintain food safety conditions and keep records on the origin of food ingredients and other documents on the entire food
production and business process. Comply with regulations on health, knowledge, and practices of people directly producing and trading food
(The library of law).

Chapter IV, Section I, Article 20. Conditions for ensuring food safety in food preservation: Food production and trading establishments must
ensure the following food preservation conditions. Storage places and storage facilities must have an area large enough to preserve each type
of food, be able to carry out safe and accurate loading and unloading techniques and ensure hygiene during the storage process. Prevents the
effects of temperature, humidity, insects, animals, dust, strange odors, and other negative environmental impacts; ensures adequate lighting;
There is specialized equipment to adjust temperature, humidity, and other climatic conditions, ventilation equipment, and other special
storage conditions according to the requirements of each type of food. Comply with preservation regulations of organizations and individuals
producing and trading food (The library of law).

On the morning of June 23, President Vo Van Thuong held an official welcoming ceremony for the President of the Republic of Korea and his
wife, with solemnity and importance. Both leaders had successful talks and held a press conference to announce the results. Both agreed that,
in the more than 30 years of establishing diplomatic relations, the two countries' relations have made remarkable progress with important
milestones, from a Comprehensive Partnership in 2001 to a Partnership. strategy in 2009 and a Comprehensive Strategic Partnership in 2022.
"The two countries have truly become each other's most important partners," the President emphasized. The meeting opened up many new
opportunities for bilateral cooperation (Anh, 2023).
Food manufacturers must adhere to food safety and hygiene regulations during production and storage to ensure the safety of their products.
Compliance with these regulations enhances competitiveness and customer confidence, benefiting the company's reputation and customer
loyalty. While meeting food safety laws may require investments in infrastructure and training, it ultimately strengthens the brand's reputation
and quality assurance. Thanks to the good diplomatic relationship between Vietnam and Korea, Orion can have a strong foothold in the
Vietnamese market, affirming its position.

IV. The influence of the micro environment

4.1. Supplier
In the production and business operations of the industry, suppliers play a significant role. As to M. Porter, a corporation is more dependent on
its suppliers when the number of suppliers is lower. Consequently, the supplier holds the authority to determine the prices of raw materials
and services. It will affect the company's earnings. On the other hand, if there are a lot of suppliers, the company will have the freedom to
select one that meets its needs in terms of raw material quality, quantity, and cost. Businesses may maximize expenses and boost earnings
right now (Vinacontrol CE).

For Vietnam's confectionery industry today. Every year, businesses produce and trade a large amount of rice cake, so there is high consumer
demand for sugar, milk, rice flour, essential oils, and Gluco,... including the domestic market can only provide raw materials such as sugar, rice
flour, yeast, from Lam Son, Quang Ngai factories, Cai Lan company, Vietnam repair company. This is a regular supplier of raw materials for
businesses, ensuring quality and reasonable prices. Most other raw materials must be imported from abroad such as Singapore, Malaysia,
Thailand, and the Netherlands, and are subject to price fluctuations above.

Because there aren't many suppliers of basic supplies like sugar, rice flour, and yeast, companies in the sector could have to depend a lot on
them. This might lead to a high level of reliance and give suppliers more power to set prices, which would hurt the bottom line of the business.
Suppliers that may offer raw materials with consistent quality and fair prices include Lam Son, Quang Ngai factories, Cai Lan company, and
Vietnam Repair Company. These suppliers can help to guarantee production stability and lower risks associated with both quality and price.
Businesses may experience price variations in the global market, which could impact expenses and profits, for various raw materials that need
to be imported from outside nations including Singapore, Malaysia, Thailand, and the Netherlands. In short, although there are stable suppliers
and reasonable prices, dependence on a small number of suppliers and importing raw materials from abroad still bring some challenges for the
company.

4.2. Distributor
Products typically move from producers to distributors, then through agents to retail locations, and lastly to the final customer. Distribution
intermediaries are the collective term for the remaining departments, excluding the manufacturer and end customer. Thus, everybody and any
entity involved in acting as a liaison between producers and customers during the product distribution process is considered a distribution
intermediary. The distribution intermediates fall into the following categories:

Wholesalers or wholesalers are middlemen who purchase commodities and products from producers and resell them to other middlemen or
businesses. Retailers are businesses that purchase goods from producers or distributors and resell them to final consumers. These individuals
are the most adept at comprehending the wants and needs of clients. They have a well-developed and varied retail system that guarantees the
availability of goods to provide the ideal environment for customers. Brokers and agents are middlemen who are authorized to sell goods on
behalf of producers. But in contrast to the first two arrangements, the agent-broker does not own the product (Do, 2018)

Distribution intermediates serve to broaden the customer base and decrease the number of points of interaction between manufacturers and
consumers. Because of the extensive distribution network that reaches every province and city, as well as every corner of both rural and urban
areas, producers' products may more readily be obtained by customers. Customers can also easily acquire goods from various manufacturers
by contacting a small number of retail locations. Simultaneously, the manufacturer can reach a large customer base by collaborating with a
small number of provincial distributors. Rapid reinvestment: Distribution intermediaries implicitly share the risk of goods with the
manufacturer when they purchase and sell products outright. Manufacturing businesses then have the capital to rotate production and
reinvest in the following cycle, and they don't have to worry as much about the output of their products. Information exchange about the
market: Distributors and retail locations are individuals who are familiar with local laws, customs, and purchasing patterns. a link between
supply and demand Frequently, neither the buyer nor the seller are aware of each other's whereabouts. The middleman distributor acts as a
"matchmaker" at that point, bringing supply and demand together. In this instance, the distribution middleman assumes the roles of "buying
agent" for customers and "sales specialist for manufacturers"... (Do, 2018)

By distributing goods to different retail locations, distributors aid in growing a business's clientele. Customers will find it easier to access and
purchase the product as a result. The company's products can reach every province as well as both rural and urban areas because of a vast
distribution network. This makes the product more accessible to prospective buyers. Distributors frequently have a thorough understanding of
local regulations, customs, and consumer purchasing habits. They can give businesses vital market data, enabling them to modify their
distribution and marketing plans. Distributors are crucial to the promotion and sale of goods. They can develop successful marketing plans and
boost product sales. In short, although there may be some challenges such as managing and optimizing the distribution network, it still
provides a wide range of marketing and sales opportunities for the company.

V. Competitors
5.1. One One Food Joint Stock Company (One One Rice Cake)
One One Rice Cake brand is an extremely familiar name in the market. Currently, One One Rice Cake Company has 3 factories with thousands
of workers working every day. One one Company's rice cake product line is currently available at nearly 85,000 points of sale nationwide,
including VinMart and VinMart+ supermarket systems; BigC hypermarket, Coop mart, and Aeon Mall,... (Border guard report, 2020). In
addition to providing rice cake products mainly in the domestic market, One One is also exported to serve the international market. As of 2020,
One One rice cake products have been exported to 12 countries such as Korea, China, New Zealand, HK, Taiwan, the US, Japan, Singapore,
Bahrain, Macau, Guam, Bhutan, .... (Eva.vn, 2000)

One One rice cakes are one of the most popular snack cakes today. Quality product with a sweet, delicate flavor and moderate crunchiness.
Besides, the cake also does not contain coloring agents, or preservatives and is not fried in oil, so it is very safe for health. To meet the diverse
needs of consumers, One One rice cakes have launched many different flavors such as Corn cheese, grilled shrimp, grilled beef, grilled octopus,
and grilled octopus seaweed. In addition, the company also added a cake tray inside to limit breakage during transportation (Luu). Predictably
this is a challenge for Orion.

5.2. Thien Ha Kameda Joint Stock Company (Ichi Rice Cake)

A well-known Japanese producer of rice cakes, Kameda Seika Company Limited, and Thien Ha Corp Joint Stock Company collaborated to form
Thien Ha Kameda Joint Stock Company. That's the reason why Ichi rice cakes are a common name for Thien Ha Kameda's primary product.
With three confectionary factories at the moment, Thien Ha Kameda has elevated the Ichi brand to the top of the rice cake market in Vietnam.
The business's net revenue in 2020 is 157 billion VND, down 24% compared to 2019, and its profit after tax is 50 billion VND (Vietdata, 2021)

After a period of formation and development, Thien Ha Kameda, with 250 employees and a skilled leadership team, has established a strong
reputation in the Vietnamese market with its exquisite Japanese-standard crispy rice cake goods, which consumers accept and enjoy. Thien Ha
Kameda established two factories in Thua Thien Hue (2015) and Dong Thap (2015) to continue expanding the production scale in the Central
and Southern areas following the opening of its first factory in the North (Hung Yen) in the year 2016. Production is currently carried out at
each of the three factories. Thien Ha Kameda always concentrates on every stage of the production process, continuously improving to provide
people with distinctive flavors in each crispy cake, to bring rice cake products of Japanese standard quality that are still appropriate for
Vietnamese taste. ICHI is one of the top rice cakes available in the Vietnamese market right now (Thien Ha Kameda). It can be said that this is a
serious competitor to Orion.

VI. Sales goals:

 In the first three months : 5.3 billion KRW (~98 billion VND, equivalent to 3.2 million packages sold )
 In one years : increased 40% compared to sales in the first 3 months of launch and boosted market share in the region.
 VII. 7Ps of new products:
Product and Product Strategy :
In today's increasingly expanding and diverse market, cakes are becoming increasingly popular. It is because of that popularity that prompted
Orion to come up with a new strategy focusing on consumer taste experiences. The main product in our project this time is Grilled Rib Rice
Cake with a number of uses such as: Contains antioxidants to help reduce the risk of diabetes, cardiovascular disease,... Regulates blood sugar
levels, controls Control weight, support digestion,…

Brand name: Grilled Rib Flavored Rice Cake – An

Quality level: To have a good product, choosing good ingredients is extremely important. All of Orion Vina's factories are built and operated
according to food safety and hygiene standards of AIB - American Institute of Baking - this is a strict standard, especially for baked goods.
Product quality is always Orion's pride.

Features : Compared to rival companies such as Kinh Do, Huu Nghi or Vinabico,... Orion boasts the best products and ingredients, with designs
that combine showiness with subtle innovation. . Along with that are services that satisfy customers.

General information about the product :

Weight : 111.3g ( including packaging )

Ingredients :
Japonica Vegetable Spice Buttermilk Acidity Anti – Natural Sugar Potato Thickener Iodized Natural Rosemary Grilled rib
rice Oil powder powder regulator caking caramel powder salt roasted extract seasoning
agent color rice
group 1 - flavor
untreated
71.7g 10g 3.3g 2g 1.75g 1g 1.75g 2.5g 4.5g 1.2g 1.5g 2.5g 1g 3g

Packaging: Producing plastic packaging using gravure printing technology meeting international standards. -Material structure: OPP/PP,
OPP/PE, OPP/CPP...

Design :

The product is designed based on dark tones as the main color, creating a 'rich' feeling at
the customer's first look at the product. Along with that, information such as expiration
date, production date and nutritional ingredients are also printed on the packaging.
Augmented Product :

Some basic information about the product :

 Date of manufacture
 Expiry : 8 months from date of manufacture .
 Storage: Dry, cool place, avoid direct sunlight and high temperatures.
 How to use: use immediately after opening the package, product exposure to air will affect the brittleness.

Price and Price Strategy :

Price has a huge impact on the buying and selling of businesses and customers. Not only that, this is also a problem that causes fierce
competition between companies in the same field in particular and the market in general. With Cost-based Pricing we have analyzed the risks
and given the following price list :

Ingredient :

Japonica rice 7.323 VND

Vegetable Oil 1.021 VND
Spice powder 337 VND
Buttermilk powder 204 VND
Acidity regulator 178 VND
Anti – caking agent 102 VND
Natural caramel color group 1 - untreated 178 VND
Sugar 255 VND
Potato powder 459 VND
 Thickener 122 VND
Iodized salt 153 VND
Natural roasted rice flavor 255 VND
Rosemary extract 102 VND
Grilled rib seasoning 306 VND

Other costs :

Packaging 2.000 VND

Estimated production, sales and labor costs 2.000 VND
It can be seen that after pricing and calculating, a product's price will be 14,995 VND.

Estimated selling price : 32.000 VND/ Product

In which the floor price of the product is 15,000 VND and the ceiling price is 35,000 VND

Promotion – Communication strategy :

Orion also attaches great importance to promoting the company's brand and products. Because it allows Orion to interact with consumers and
directly influence them. The company has used many typical methods of reaching customers and promoting, such as media:

 Digital marketing is one of the methods used by Orion. The company's image is present on many press pages, applications, websites,
etc. This allows the company to interact directly with customers and thereby understand customer needs. Also from customer
feedback, the company will develop product strategies and expand the market.
 Promotion systems are one of the indispensable parts of consumer products. When coming to Orion, customers can accumulate points
to redeem gifts through purchases depending on the value of the product and the value of the points voucher also increases or
 decreases accordingly. Orion not only accumulates points directly via card, but also uses an online point accumulation system to bring
convenience to customers.
 Direct marketing strategy is also one of Orion's options. Most direct advertising appears in magazines or retail stores. Along with that,
sponsoring television programs or live matches is also considered one of the forms of activity of this communication method. With this
method, the company's products and brands will be directly accessible to customers of many different ages. That's why 80 to 98% of
the population knows about Orion when it comes to Orion.

Place :
Having appeared on the market quite early, Orion is present in about 65 countries around the world with 4 major markets such as Korea,
Russia, China and Vietnam. For that reason, international food safety standards are also applied very strictly by the company. To reach the goal
of coverage in every country in the world, the steps to create a product are also an extremely important part.

With a large market with a large consumption volume like Vietnam, locating stationery or factories is indispensable, including industrial parks
in Ho Chi Minh City and Bac Ninh. Operating at full capacity of the two industrial parks has been able to provide a large amount of products to
all three regions: North, Central and South. Accounting for 80 - 90% of the company's products in the Vietnamese market.

People :
Orion has training courses for sales force, service staff and marketing staff which play a vital role in delivering value to customers.

At the same time, the company also has incentives for its sales force through bonuses achieve goals or through commissions for sales made.
Good benefits from the company will make employees more positive and respond honestly and give businesses more positive feedback. They
will give their all company. Thereby contributing to expansion and development business.
Process :
Process in marketing 7Ps is one of the factors importance of marketing. Therefore, Orion certainly always has a most suitable process to save
costs and materials but still ensure the best product quality.

After the rice cake production process, one of the indispensable processes for each product is bringing the product to consumers - the sales
process :

Step 1: Prepare supplies from production facilities:

 Information about products and services.

 Create a sales plan to identify target customers.
 Make a price list, introduction letter or business card...

Step 2: Search for potential customers :

Using mass media such as newspapers, websites, social events, etc. Through this we can find customers who need our products.

Step 3: Reach customers :

Nowadays, when social networking platforms are increasingly developing, using online sales platforms is not a bad choice. Platforms like
Facebook, Instagram, Youtube, Zalo,... or e-commerce platforms like Shopee, Tiki,... are the options we aim for. This will help us reach closer to
younger customers because of the convenience and increasing phone usage statistics. And that is also the reason we choose platforms, not
national digital media channels.

Step 4: Introducing and presenting products.

For product introduction, in addition to talking about new flavors or using different ingredients, we also talk about the benefits of using the
product:

 Rice cakes contain many phenolic compounds that protect cells from the risk of diabetes, cancer and heart disease.
 Regulates blood sugar levels because the fiber in whole grains has the ability to reduce the rate of blood sugar absorption after use.
 Weight management is also one of the benefits of using rice cakes. With a relatively small calorie content in each product, 100 grams
only containing 386 - 746 calories, rice cakes are one of the most optimal choices. From there, controlling your diet and weight will
become easier.
 When using this product, your digestive system will become easier to digest because of its low Fodmap content. Along with that, you
will improve digestion and prevent constipation.

Step 5: Quote and convince customers :

The next step in a professional sales process for any company or business will be: Quoting and convincing customers.

Step 6: Agree and close orders/sales contracts :

One of the most important steps in the sales process is closing the sale. Using a third party as leverage leads to enhancing customers'
emotions, thereby exploiting their desires and improving sales ability.

Buying and selling diagram :

Take it to
Enter the A quick Walk the cashier
Find things
store look at the around the to pay Pay Get home
to buy
store store

Consulting Open the

Open to point Greet door and
Drive the
guests Client Charge accumulati customers say
car for
consultant customers on service and smile goodbye
customers
Physical Evidence :
Offline method: We will display new products on wooden shelves in Orion's store with the bottom part being foam and some cotton parts
along with hidden lights with the main colors being red and white to create characteristic of Orion.

When you step into Orion's Store, you will be immersed in the melodious melodies of songs filled with family love - an indispensable message
of our Orion. With the launch on the occasion of Vietnamese family day, images of family and affection of parents were created by Orion's
designers around the product display area and for that reason. All products are discounted by 20% - All of this is written on the advertising
panels at the stores themselves.

A space of emotion, interesting colors, and eye-catching images highlighted our main products on launch day.

VIII. Work division table:

Stage Operates Time Person in charge Current status of work
Awareness TVC 3 month Tran Nam Dinh In process
Poster 2 week Nguyen Viet Dung Done
Interess Advertising sticker 1 week Pham Quang Dao Done
Event 1 month Nguyen Ngoc Khanh In process
Trang – Mai Phuong
Purchase KOL 2 month Khanh In process

IX. Plan control:

Ordinal Article Unit Unit price (VND) Amout Into money (VND)
1 TVC Package 60.000.000 3 180.000.000
2 Poster Piece 10.000.000 20 200.000.000
3 Advertising stickers Piece 10.000.000 5 50.000.000
 4 event 2.500.000 25 62.500.000
5 Set up 150.000.000 1 150.000.000
6 KOL Person 40.000.000 3 120.000.000
Total : 762.500.000

Allocate meeting schedules once a week to effectively ensure product stability and increase profits. When meeting, select the leader to agree
on opinions and bring the most efficiency, Evaluate performance and gather feedback for future process improvements

To work and progress effectively, you can use the Microsoft To Do work management app to increase work efficiency and time management.

Imposing sanctions in the working environment can also be applied to maintain discipline and motivate employees to comply with company
regulations and policies such as written warnings, reduced bonuses or Salary deduction, promotion ban, work suspension. Based on the level
of violation to handle penalties appropriately. However, there will also be reasonable remuneration policies to increase satisfaction and create
a positive working environment such as increased salaries and benefits, opportunities for advancement and career development for
employees. have excellent working potential and performance, provide enough vacation time for employees to rest.

Part C:
1. Access target:
Launched a campaign to support poor children across the country, donating 10,000 boxes of rice cakes to children in difficult circumstances to
help them have more opportunities and a strong spirit to reach the future. The campaign carries the message "fragrant rice from good seed
sources" to attract 100,000 people to respond to the campaign, thereby attracting new customers to help increase sales.

2. Target audience:
The communication strategy of An Vi rice cake with grilled ribs will involve developing a ''towards perfection'' positioning that prioritizes user
perception and additional benefits over price to be developed. Focus on customers between the ages of 5 and under 50 who have the habit of
eating between main meals, employees and students who snack after work or study. Workers eat snacks when they have a lot of work and
don't have time. When traveling long distances, it is not convenient to cook, for those going on picnics, parents can buy healthy snacks for
children to avoid cheap foods of unknown origin. These Event organizers can buy it for decoration as well as a convenient cake.

Targeting customers who buy as gifts. With the long-standing customs and traditions of many Vietnamese people, An Vi rice cake with grilled
ribs has a very strong potential source: customers buying offerings to ancestors on full moon days, New Year holidays, and village festivals.
communes and provinces show filial piety and respect to superiors. An flavor grilled rib rice cake is very convenient, customers can use it at
any time of the day but must be within the expiration date, customers can eat it with optional. For most workers, during their breaks, grilled
pork rib rice cakes are a suitable choice to quickly replenish energy without losing the experience of delicious flavors. Grilled ribs. Can be
consumed anywhere, not limited by weather.

3. Describe project
Message: Fragrant rice, delicious ribs - Sublimation on the taste buds.

In this new product, the company uses Japonica rice, also known as Sinica, a short type of rice from the land of the rising sun. Japonica rice
does not use preservatives, does not spray pesticides, and does not use chemical fertilizers (Tram, 2023). Through strict testing and eliminating
99% of unqualified grains, the delicious rice grains, when processed, retain their characteristic flavor. When eating the cake, consumers can
clearly feel the aroma of the rice Japonica without being overwhelmed by the smell of other ingredients. The company always emphasizes
customer experience, so the aroma of rice in this product gives customers the feeling that the cake is made from rice, not from some other
powder.

With the combination of grilled rib flavor, users will feel like they are enjoying a very attractive dish. This is a combination of 10 points. The
cake is baked, not fried, so it provides a crispy texture. almost absolutely. With the grilled rib flavor on the market today, confectionery
companies have never had it. So this is a product to satisfy user needs. When consumers are too familiar with the flavors, Basically, when
switching to a new taste, there will be a different feeling that stimulates the taste buds to create a feeling of sublimation.
 4. Media Chanels :
 TV: TVC advertises "New An Vi Rice Cake" is 15 seconds long and broadcast continuously for 3 months on Vietnamese media channels:
VTV1, VTV2, VTV3, VTV5, VTC digital television station, VOV electronic newspaper .Broadcast during prime time to increase viewership.
Bringing information to all regions of the country twice a day so that everyone can grasp information and know about innovation. The
program is broadcast right after launching a new product.
 Banner, poster: Rent advertising signs on highways and densely populated areas. Rent cars and motorbikes to parade on the streets so
that people who rarely watch TV can get information quickly. In convenience stores, place advertisements at cashier counters and
doors, where consumers are most likely to see them. At subsidiaries Joint ventures are also used to place advertisements. All of these
places have advertisements with red as the characteristic color to help viewers understand the brand. The program is scheduled to
begin one month after the product launches.
 Event organization: After 2 month of launching the new product, An will organize an event at most supermarkets nationwide. The event
is called "Have fun with An's grilled ribs". The event will take place within a week of opening. Doors open at eight o'clock in the morning
and close at five o'clock in the afternoon. Even created a mixed play area for children. From here, parents and children will know more
about new products. Besides, we will hire some famous people and YouTubers who have influence on the children to occasionally come
to some places to interact with the children. From here, memories will be preserved. beautiful thoughts in the hearts of children.

5. Control and Monitoring

In the final stage of implementing Media Chanels, the company will provide evaluation forms for users. For different channels, there will be
each evaluation method for accurate quality assessment as well as the closest product. From here, the company can adjust marketing
activities to be more suitable. Knowing which activities do well and need to be developed, and which activities do not work well must be
eliminated immediately to avoid causing economic waste that affects profits. of the company.
With VTC and VOV being reputable state media channels, the products advertised above are carefully checked and screened. Therefore, users
trust and believe in using the advertised products here. To know the effectiveness of TVC for the product, the company will compile sales
statistics in the first month of product launch. During this time, other communication activities have not taken place so it will not cause any
problems affect the data. With the collected sales compared with the goals set by the company, the company will evaluate the effectiveness of
TCV.

About the event during the time the children play games. Company staff will come and ask questions to evaluate the recognition of the
company's new products. Some specific questions are as follows: Do you know Are there any new products from our company? Through which
channels did you know about our products? Are you satisfied with our products? Do you have any comments about the products? The
company will synthesize all opinions and make appropriate changes. From here the company can know which marketing activities work most
effectively and which activities are no longer suitable.

III. Conclusion:

References
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Chi, L., 2023. ICHI rice cake mark 10 year of presence in Vietnam. [Online]
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Eva.vn, 2000. One One is proud to be the number 1 chosen rice cake brand in Vietnam. [Online]
Available at: https://eva.vn/mua-sam-gia-ca/one-one-tu-hao-la-nhan-hieu-banh-gao-duoc-chon-mua-so-1-viet-nam-c2a456855.html
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