COURSES MARKETING MANAGEMENT TOPIC PLAN MARKETING MIX FOR PNJ IN 2022

PNJ pursues the goal ofbecoming the leading jewelry manufacturing and retailing company in Asia, the numberone position in the middle and high-end jewelry market segments in Vietnam.. CH

UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING

UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING

TABLE OF CONTENTS

TABLE OF CONTENTS 3

PREAMBLE 5

CHAPTER 1 OVERVIEW OF PNJ 7

1.1 About Phu Nhuan Jewelry Joint Stock Company 7

1.2 The process of formation and development 8

1.3 Business philosophy 10

1.3.1 Vision: 10

1.3.2 Mission 10

1.3.3 Core values 10

1.3.4 Sustainable development philosophy 10

1.4 Company position 10

1.5 SWOT Matrix: 10

CHAPTER 2 STP: SEGMENTATION, TARGET, POSITIONING 13

2.1 S - Segmentation: 13

2.1.1 Segmentation by region/geographic region 13

2.1.2 Demographic Segmentation: 13

2.1.3 Segmentation by relationship status: 15

2.2 T – Targeting: 15

2.3 P – Positioning: 16

CHAPTER 3 4PS 17

3.1 Product: 17

3.2 Price: 18

3.3 Place: 19

3.4 Promotion: 20

CHAPTER 4 BUDGET AND TIMELINE 23

4.2 Budget: 24

CONCLUSION 26

REFERENCES 27

Before the threshold of integration, businesses that want to survive and developmust have the right business strategies, development strategies, market strategies,competitive strategies, and marketing strategies for the product line Creativity is suitablefor the ability of the business and suitable for the actual situation of the market However,

to improve the efficiency of business activities, marketing strategy is an important part ofthe business strategy of the business

Therefore, in order to survive and develop long-term, enterprises need to carry outproduction and business in the direction of the market, according to customers and applymarketing to business practices Because when making business and or managementdecisions, people cannot lack knowledge about the market - customers and their needs, aswell as how to approach customers and satisfy those needs

Among the current businesses in the market, PNJ is known as one of the leadinggold, silver and gemstone trading enterprises in Vietnam PNJ pursues the goal ofbecoming the leading jewelry manufacturing and retailing company in Asia, the numberone position in the middle and high-end jewelry market segments in Vietnam When theeconomy integrates, people's living standards are improved, accompanied by an ever-changing trend, consumers have increasingly high requirements for products in terms ofquality, design and must keep up with current trends Grand Grasping that need, PNJmust find a suitable direction to affirm its position in the market Realizing theimportance of PNJ's marketing research analysis, the authors are interested in learning.And the authors came to the decision to plan the analysis and launch a new product linefor PNJ gold, silver and gems joint stock company in 2022

The content presented by the author group in the presentation is:

 Overview of PNJ

 Market segmentation analysis, target market selection and productpositioning (STP)

 4Ps (Strategy planning and analysis)

 Budget and Timeline for the company in 2022



CHAPTER 1 OVERVIEW OF PNJ 1.1 About Phu Nhuan Jewelry Joint Stock Company

PNJ logo – the number 1 jewelry brand in Vietnam (Source: PNJ)

- Head office: 170E Phan Dang Luu, Ward 3, Phu Nhuan District, City Ho Chi Minh,Vietnam

− Telephone: (84-28) 3995 1703 − Fax: (84-28) 3995 1702

− Email: pnj@pnj.com.vn − Website: www.pnj.com.vn

- Main lines of business:

 Producing and trading in gold, silver, precious stones, fashion accessories,and souvenirs

 Trading in watches and buying and selling gold bars

 Diamond, gemstone, and precious metal inspection services

 Real estate business

– Stock code: PNJ

1.2 The process of formation and development

On April 28, 1988, Phu Nhuan Jewelry Store was born

In 1994 and 1998, PNJ established branches in two key economic centers, Hanoiand Da Nang

In 1999, opening a branch in Can Tho, PNJ completed the presence of 3 majoreconomic centers

In 2001, the brand PNJSilver was born, and in 2005 it re-launched a new image

In 2004, PNJ became Phu Nhuan Jewelry Joint Stock Company PNJ won the title

of Top 500 Leading Retail Enterprises in Asia - Pacific, received the First Class LaborMedal

In 2005, the high-end jewelry brand CAO Fine Jewelry was born

In 2008, PNJ was the jeweler and crown sponsor of the Miss Universe pageant,held in Vietnam

In 2008 - 20 years of establishment, PNJ announced a new logo change PNJbecame one of the 200 largest enterprises in Vietnam as announced by UNDP and washonored to receive the Third Class Independence Medal

In 2009, PNJ stock was officially listed on HOSE, PNJ is the first and only jewelerlisted on the stock exchange so far

In August 2009, CAO Fashion One Member Limited Liability Company wasestablished.

In 2012, PNJ inaugurated - one of the leading jewelry manufacturing factories inAsia Inaugurated the largest jewelry, diamond, and watch center in the whole system at52A-52B Nguyen Van Troi, Phu Nhuan, HCMC

In 2013 - 25 years of establishment, the PNJSilver brand was repositioned PNJgold jewelry brand announced a new message "Honor true value"

In 2016, PNJ launched the "I love Vietnam" collection with national spirit atVietnam Fashion Week 2017 - PNJ is honored to accompany the APEC 2017 high-levelweek, promoting Vietnam's image through the APEC VIETNAM 2017 badges; PNJ won

“ASIA’S BEST REPORT ON THE SDGS”, Outstanding Enterprise of the Year – ASEANand Top 3 Asian Retailers voted by JNA, …

In 2018, PNJ marked the 30-year milestone with the largest jewelry fashion show

in Vietnam, set up a set of Gold Trust medals for the U23 Vietnam team, entered the Top

50 most effective business companies in Vietnam, received the award JNA for the 4thtime, 3 times in a row, reached the Top 10 in the 100 Sustainable DevelopmentEnterprises, becoming a billion-dollar enterprise

In 2019: Become the Best Retailer in the Asian jewelry industry - JNA, Top 50Leading Brands, Top 10 Sustainable Development Enterprises, shaking hands with WaltDisney - expanding international cooperation, affirming brand reputation globally

In 2020 - PNJ becomes the best enterprise in the jewelry industry in Asia - Pacific.The PNJ brand is constantly increasing in value and is valued at $93.1 million by ForbesVietnam, an increase of 18% compared to the 2019 evaluation period Timely andeffective actions in the F5-fresh process of PNJ have also helped was highly appreciatedand honored by Talentnet for its excellent Covid-improving HR policy 2020 also markedthe birth of the new brand Style by PNJ

Integrity - Responsibility - Quality Innovation - Engagement

1.3.4 Sustainable development philosophy

Putting customer interests and social benefits in the interests of the business

PNJ is ranked 16th by Plimsoll World, a leading global organizationspecializing in providing industry reports

1.5 SWOT Matrix:

Strengths (S)

1 High technology and technique in jewelry making

2 Experience more than 20 years in the jewelry industry

3 Strong brand, trusted by consumers

4 Creative marketing strategy

5 Stable export market

6 Stores and agents widely for distribution and product introduction

7 Invest in R&D a lot

8 Professional and efficient management system

9 Dong A Bank's incentives in capital financing activities

10 Sustainable relationship with partners

Weakness (W)

1 Difficult to forecast and overcome (jewelry production bears many risks)

2 Gold bar market is not high

3 Raw materials are mostly imported from abroad

4 The price for the product is high

5 Profit margin from gas and seafood business is not high

6 Financial activities have not yet brought significant profits, although investmentcapital accounts for a high proportion of assets

7 The gold jewelry market is concentrated in the South

8 Products to serve customers' needs are still concentrated in the domestic market

9 PNJ has a temporary imbalance because a part of PNJ's long-term assets is beingfinanced by short-term capital

10 The indicators of short-term solvency as well as ability to pay interest on loanstend to decrease

4 The ability to expand and dominate the market is very large.

5 Real estate market recovers, joint venture company is likely to contribute a lot ofprofit to PNJ in the future

6 The growth potential of the jewelry industry in Vietnam is still very large

7 The number of competitors in the industry is relatively small

8 International cooperation

9 Population is growing

10 Our country has a stable political system

Threats (T)

1 Fierce competition with domestic and foreign enterprises in the same industry

2 Being affected by factors such as: natural disasters, epidemics, fires andexplosions, etc., affecting traditional customers and potential markets

3 Gold price fluctuates in the country and in the world

4 The world economy is always unstable

5 Long-term investment capital is quite large, PNJ will face the risk when thisinvestment is not effective

6 More competitors appear when Vietnam joins world economic organizations(WTO, TPP, )

7 Gold testing in Vietnam is not really effective

8 Changes in terms of political and legal policies are always possible and when theyoccur, they also affect the management, production and business activities of PNJ

9 The source of raw materials is relatively small, so the ability to negotiate with thesupplier is not high

10 The import of gold materials is subject to strict state control

CHAPTER 2 STP: SEGMENTATION, TARGET, POSITIONING

2.1 S - Segmentation:

2.1.1 Segmentation by region/geographic region

In recent years, users tend to choose to buy products at famous brands, instead ofchoosing to buy at retail stores Therefore, the nationwide coverage of PNJ stores isgetting bigger and bigger

PNJ's stores are concentrated and distributed mainly in urban areas, where manypeople live People in these areas often have a good average income or higher, and theirpurchasing needs are also higher than in other areas

In 2022, PNJ will continue to expand more retail stores across all provinces inVietnam, especially focusing on big cities where there are many advantages in terms oflocation, facilities and people people with high economic status Regarding thedevelopment situation in the provinces, now the middle class is increasing Therefore, thePNJ team plans to research whether the middle class can afford to open more stores andhow many stores should open In terms of geography, PNJ mainly focuses on the Southand Southeast regions of Vietnam as the main market, the Northern region, the Centraland Western regions account for a small proportion Therefore, PNJ continued to improvethe growth of business activities in the Western region compared to the previous year

2.1.2 Demographic Segmentation:

*Age, gender, and income:

In the jewelry market with too many competitors and high competition, PNJ hasbecome one of the most successful gold and silver jewelry manufacturers in Vietnam,famous for its reputation for product quality and price trust In recent years, PNJ hasbeen known as a brand with sophisticated and high-class designs, and when the number

of high-income customers is increasing in the market Besides, the number of income customers in the market is increasing day by day, which means that they have

middle-PNJ decided to focus on the young and creative jewelry segments for office workers orthose with a mid-range income or higher who are willing to want to own that piece ofjewelry Focus on elegance, fashion, youth, and enthusiasm In recent years, PNJ hasfocused on women aged from 30-45 years old, providing luxury jewelry brands withunique and delicate designs However, nowadays, young people are more and moremodern and want to refresh themselves with jewelry collections, this trend is mostexpressed on the body of office workers, radiant in the office parties at the organization,

or other young people shine in festivals, weddings, weddings of women, or morenarrowly, students who want to be more confident with their lives friends, lovers PNJoffers a new collection that is unique but still retains its sophistication, modernity,elegance, lightness, and freshness In addition, jewelry and fashion accessories are richlydesigned, with new colors, and made with different materials so that young women canconfidently wear jewelry the best Customer segmentation by age and income is asfollows:

 Customers who are between 18 and 25 years old, have relatively low income, and

do not have much to spare, will mainly shop at PNJ Silver stores Customers ofthis group often pay a lot of attention to appearance, especially about fashionaccessories, and tend to like to assert themselves, so they will be interested in thejewelry of big and famous brands

 The customer group is aged from 25 to 30 years old, has a stable job, and has agood income and expenditure level The customers of this group take particularcare of themselves and their appearance, interested in high-quality products.Especially the jewelry accessories show the value and luxury as the jewelry lines

at PNJ Gold stores

 Customers aged from 30 to 45 years old, with high-income levels, or overseasVietnamese or foreign tourists will tend to Cao fine Jewelry stores the mostbecause they like expensive jewelry money They are followers of high-end

luxury jewelry lines designed specifically to show their social status and expensiveexpenditures to be able to own high-class jewelry save.

2.1.3 Segmentation by relationship status:

In the current market of wedding jewelry and couple jewelry, there are manycompetitors because the potential customers for this jewelry market are never limited, but

it is always a fertile market where jewelry brands are on the target market PNJ continues

to assert itself in this market segment with the leading position of couples' jewelry lines

as well as collections for couples, still bearing the traditional features of the orientalpeople faithful, but the product material still features wedding jewelry from the PNJbrand with unique designs and the results of skilled artisans Besides, there aresophisticated stylized designs expressing eternal love

Accompanying the wedding jewelry are the modern product lines following thetrend of modern love with strong bonds designed by artisans for couples in love PNJcouple jewelry is designed to be the same or nearly the same, thereby expressing love,cohesion, and fidelity Besides, to have a harmonious combination of men and women,men's designs are often less detailed, more research, and stronger Meanwhile, designs forwomen are often soft, gentle, and have more details

2.2 T – Targeting:

Based on the above segments as well as considering the characteristics of theproducts, in order to increase sales and stand firmly in the jewelry market, PNJ choosesfor itself a demographic segment, specifically by age and income, especially PNJ focusesmainly on female customers aged from 25 to 30 years old, have stable jobs, and incomeand spending levels are above average

Cause: Currently, the female population in Vietnam aged 25-30 accounts for about4.2 million people, they are mature girls, have stable incomes, need care and beauty foryourself People who want to buy jewelry with trendy and unique designs, exuding ayouthful and dynamic look, but equally solemn and elegant It can be said that the period