MINISTRY OF EDUCATION & TRAINING FACULTY OF ECONOMICS AND MANAGEMNET HOA SEN UNIVERSITY @ ? FINAL REPORT PRODUCT MANAGEMENT Project Name A New Product – Case For Teeth Group 03 Class 1108 2131 Subject[.]
NEW PRODUCT CREATION
Idea generation
Idea formation: Breakfast is very important, but most people ignore it Because they don't have time to prepare breakfast On the other hand, they eat very quickly and do not ensure enough nutrients to provide energy The solution to the above problem is a breakfast product that combines Yogurt and Granola. Breakfast is quick, convenient, and saves time A healthy breakfast enhances memory and concentration Contribute to building healthy habits
Description: This product combines yogurt and granola, 2 in 1 product Yogurt is naturally fermented from fresh milk Granola is a blend of many healthy foods, no sugar that provides plenty of protein and fiber Delicious taste, light bar, no preservatives This product help to save time for breakfast and provide enough nutrients Supports digestion, lowers blood sugar and cholesterol.
Target customer: Products are aimed at customers who are students, office workers, customers with special diets They don't have much time for breakfast but still want to have a meal full of nutrients and provide enough energy
Distribution: Supermarket and convenience store. vIdea 2:
Product: Wireless charger for laptop
Idea formation: Today, the number of people using the laptop to work and study is very much Carrying a laptop with a charging cord and always needing a seat with a power outlet can charge the battery easily However, it is always necessary to have an electrical outlet near the workplace/study as well as the charging cord causing entanglement and inconvenience, charging cord is not long enough to plug in the charger in some cases So to make it easier to use your laptop anywhere without a power outlet and save space, a wireless charger will help you solve these problems.
Discription: Wireless charger will help you not have to carry around a bunch of cumbersome wires like before The wireless charger can be placed in many locations, everyday space for study and work, to make it most convenient for charging your laptop battery That is the type of charger you just need to put the laptop on a charging surface without plugging it indirectly, and the charging device needs to come fully charged before use This product is created to continue the innovation and success of wireless chargers for smartphone devices in recent years.
Target customer: This device is aimed at customers who often use laptops for work and study The use of a wireless charging dock makes them more convenient in their work, not wasting time looking for a place to charge and plugin.
Distribution: The product will be distributed and sold in stores selling electronic devices such as Dien May Xanh, Mobile World and also on e-commerce sites: Shopee, Lazada for everyone can be easily purchased and used vIdea 3:
Product or service: Aroma diffuser air conditioner
Idea formation: In the process of using the air conditioner, you may encounter a bad smell, or the fact that we eat and drink under the air conditioner will make the room smell bad That makes us have to use more typical room fragrant waxes for air-conditioned rooms, that’s costly.
Description: Air conditioners are made of different types of metal Plastic and other nontraditional materials are used to reduce weight and cost Copper or aluminum tubing, critical ingredients in many air conditioner components,provides superior thermal properties and positively influences system efficiency.They are comprised of stainless steel and other corrosion-resistant metals Air conditioner technology combines with air diffuser technology Adding a new function is diffusing essential oils with ultrasonic technology and creating negative ions during operation The machine can both cool and purify the air, support a healthy respiratory system, and create the perfect humidity for living space without causing condensation to create an uncomfortable feeling Cost savings Customers can experience the feeling of both using an air conditioner, smelling and purifying the air.
Target customer: The product is aimed at individuals, families, companies, schools, and establishments using air conditioners Customers love comfort and convenience Customer demand is high, they want to express themselves, improve their living standards Average salary from 5 million.
Payment: Cash payment, installment payment, credit card payment
Distribution: Focus on selling in big cities such as Ho Chi Minh City, Hanoi,
Nha Trang, Phu Quoc, … vIdea 4:
Product: Charge the battery from the sole of the sneakers.
Idea formation: In the context of modern technology, the use of mobile devices like Smartphones has become common in daily life On average, each person spends 7-8 hours on mobile devices per day Each mobile device will have time and battery capacity to use, after the mobile device runs out of battery, we have to look for a charging device at that time In particular, for urgent cases but encounter situations such as forgetting to bring a charging device, not bringing a backup charger, no place to plug in a charging device, not finding a charging device, etc The design that combines sneakers with a charging device can enhance the function of your sneakers wherever you are The device will be suitable for people who love to practice walking/jogging and have a sports spirit.
Description: a pair of sneakers designed with a removable sole that harnessed kinetic energy from daily walking to charging mobile devices A device that collects energy from walking or jogging will be mounted in the sole of the sneakers to charge the mobile device The structure of the device to collect energy includes a battery and a USB charger that is designed to be compact and match the sneaker Maybe you need to walk about 8km to be able to charge a Smartphone or other mobile device The product is a combination of sports practice and a charging device.
Target customer: The product is suitable for customers who love to explore and are passionate about sports and exercise by participating in hiking and climbing activities
Distribution: Products will be sold at sneaker stores, distributed in HCMC areas. vIdea 5:
Idea formation: I started braces from teeth in 2019 I always have a hard time cleaning my teeth when I have to go out to eat My family and friends are facing similar difficulties It's really annoying when we can't clean our teeth when eating out Therefore, I had the idea to create a protective tooth cover for when we eat and drink to make oral hygiene easier in any situation.
Description: Shaped like a transparent braces case, consists of a series of clear trays (from 20 to 40 trays), which, depending on the condition of the teeth, are tailored for each individual Use Smart Track material Product make a protective layer for teeth during eating and drinking for easy cleaning Reduce the risk of dental problems.
Target customer: The product will be suitable for customers aged 15 years and older because, at this age, most customers have completed their dental framework, completely replaced their teeth, it will be easy to shape the tooth protection mold.
Distribution: Products will be made in dental clinics.
Evaluating the ideas
For screening all ideas and deciding to choose an idea of the best product/service, we will apply the VRIN model with 4 elements: valuable, rare, inimitable, non- substitutable.
Valuable: Products/services from new ideas must bring value to the company, like helping the company improve their weaknesses, promoting strengths, providing sustainable development opportunities for the company.
Rare: The scarcity and novelty of the idea that only your company has and there's never been before If the product has value for the company but imitates other ideas, that does not create uniqueness, rare to the product.
Inimitable: It is something that no competitors can easily imitate your products.
Non-substitutable: Your product cannot have many other replaceable products If there are many other choices for your products, customers may choose competitors' products.
Idea Valuable Rare Inimitable Non - substitutable
Charge the battery x x from the sole of the sneakers.
After analyzing VRIN model, the ideas are selected as "Wireless charger for laptop" and "Case for teeth."
Choosing and ranking factors
Meet Demand (25%): Regardless of whether a product or service is launched in the market, it is aimed at the core purpose of which is to meet the needs of the market To create a valuable product, firstly pay attention to the customer's needs Because a good product or a good service can change the customer's view of the business The more product value is to customers and profitable for the business Products are selected for launch based on new product development and improvement of existing products, so these are considered potential products for the market Besides, this is also one of the important factors that will affect the business, including growth and customer loyalty. And this factor accounts for 25%.
Differences (20%): In the market, there are always competitors to attract customers.
For customers to feel the difference of the product is very important because when the product is outstanding and unique compared to other products on the market, the difference of the product will be a competitive advantage and persuade customers to choose products over competitors The difference is also a measure of the level of persuasion of customers compared to competitors So this "difference" is 20%.
Price (20%): A customer's purchasing choice is heavily influenced by the price of a product This is the point that attracts customers to buy or use products/services For a reasonable price, this will be a plus point for attracting customers The "price" factor contributes to the evaluation of the product's value and quality Therefore, the "price" factor is 20%.
Convenience (15%): Convenience includes many factors: ease of use, value product, and multitasking This leads to behavior after the customer's purchase or use of the product The “convenience” factor accounts for 15% of the total.
Satisfaction (20%): Satisfaction is expressed through the customer's satisfaction with the product A product or service has built trust and loyalty in customers, the product will be more widely in the market With social media combined with word-of-mouth culture, customers' thoughts and feelings about the product can be transmitted to those around them The factor accounts for 20% of the total.
Items Ratio Wireless charger for laptop Case for teeth
After analysis, discuss the two potential ideas above And score and evaluate based on a 5-point scale We decided to choose the product idea "Case for teeth" to develop, produce and launch into the market.
Type of new product
Picture 1: Kind of our product in the market
PRODUCT INNOVATION CHAPTER (PIC)
Background
Nowadays, customers give significant attention to improving their appearance About the past three years, we can see that Orthodontics really exploded with the benefits it brings and as a spectacular transformation on appearance However, customers, who are in the orthodontics process, facing some troubling issues in oral hygiene follow the dentist's instructions: often time-consuming and difficult to clean in some cases, as it has to always carry dental hygiene kits with you (Brushes, toothpicks, mouthwashes, ) or cannot eat comfortably.
So we want to bring our customers a solution to the convenience of oral hygiene through the product "Case for Teeth" to meet needs for comfortable eating and oral hygiene easier In combination with dental facilities to provide the customer with the most suitable product.
Focus
Description of technology: SmartTrack is made from high quality multilayer polyurethane, meeting medical standards to ensure safety for health The SmartTrack material is a more comfortable fit than the single-layer plastic (EX30) SmartTrack is clear, strong, thin and flexible Hypoallergenic, inert, and biologically stable, the SmartTrack material is FDA approved, and safe for use by children and adults The BPA-free SmartTrack is flexible and durable Similar SmartForce features to the clinically proven SmartTrack material for easier jaw movement.
Target: o Target market: Currently, the team wants to reach customers in Ho Chi Minh City. o Target customer: Customers who have a need to care about oral health or are in the process of braces or are being treated for dental problems The product will be suitable for customers aged 15 and over because at this age, most customers have replaced all of their baby teeth, completing the permanent molars This will help shape the teeth for customers easier, customers can use the product in a long and sustainable way.
POD : o As the first tooth protection product on the market, different from dental protection products used in sports, it can serve most customers who have or are currently wearing braces. o The product's applicability is high, it can be used in all cases. o Simple design, using high-quality materials, extremely durable, evaluated and performed by a team of dental experts.
Goal and objective
Exclusively develop and manufacture the Case for teeth product.
Well received by customers, becoming an essential product in the needs of oral hygiene and care.
Based on the condition of each customer's teeth, the product will be designed to match the tooth mold, in order to achieve customer satisfaction when they have the opportunity to experience the product
Products will be widely distributed at reputable dental clinics and pharmacies in the Vietnamese market
Changing customers' awareness and habits about oral hygiene, not only toothpaste, mouthwash, water flosser, brush,
Increase brand awareness (4 months) and create a market share of 15% in Vietnam(next 3 years).
Guidelines
II.4.1 Innovation: Launched for the first time in the market
If you are a person with specific needs or are in the process of orthodontics, you will have heard of the necessary items for oral hygiene every time eating and drinking, but it will be quite inconvenient if we are in a place where we do not have enough conditions to be able to use such items Therefore, our team has researched, researched and launched the product "Case for teeth" with the function as a product that both protects against breakage of plates (such as broken elastic bands, broken brackets, etc.) just clean your teeth every time you eat and drink Completely convenient and does not lose aesthetics for users, especially today young people tend to upgrade themselves more.
With SmartTrack material, it will help "Case for teeth" avoid the effects of bacteria, acids, and other chemicals from food environment, saliva, On the Vietnamese market, there are products that use similar SmartTrack materials to make "Invisalign transparent orthodontics", however this product's main purpose is to use orthodontics, so the price is quite high, hard plastic material is mainly used for shaping, so it is inconvenient for users Therefore, the product "Case for teeth" is the perfect combination to bring customers an enjoyable experience and reasonable price.
Because this is the first product launched on the market, the time of announcement must be chosen to provide the most appropriate and absolutely confidential information about the product before it is released to the public
The product "Case for teeth" can be launched on the market around the end of December and the beginning of January because this is the time near Tet, people's demand for eating and drinking becomes more than ever This will be a reason for everyone to have the opportunity to try this product.
Products will be registered with measures to protect intellectual property rights.
NEW PRODUCT PROCESS
Phase 1: Opportunity Identification and Selection
The idea of the product "Case for teeth" was born from the problem that my team member is facing, which is oral hygiene during orthodontics.
Share of Hoang Hiep: “I started braces in 2019 I always have difficulty in cleaning my teeth when I have to eat out My family and friends are having the same problem. It's really annoying when we can't clean our teeth when eating out So, I had the idea to create a dental guard when we eat and drink to make it easier to clean our teeth in all situations, ensuring oral health for ourselves and everyone around .
1.2 “Orthodontics” trend
Orthodontics are considered an explosive trend in the past 3 years One of the cosmetic methods used by many people to contribute to improving the aesthetics of teeth in particular and appearance in general In addition, braces not only help us have a beautiful smile, but most importantly, help to standardize the bite, improve chewing function, and overcome the situation of the face being misaligned and tight. significantly.
However, with orthodontics comes the issue of oral hygiene There are many traditional oral hygiene methods to remove food particles from the teeth to avoid causing gum problems, but most of them cause inconvenience to the user In fact, people with braces often find it difficult to clean their teeth at different locations. Improper hygiene or not completely removing leftover food on the teeth will affect the treatment process and be the cause of some dental diseases.
* Survey data to research the need for orthodontics:
The results of Mandall's study in Manchester school children 14-15 years old showed that 48% did not need treatment, 34% needed moderate treatment and 18% needed very much treatment While J Indian Soc Pedod prev Dent-March 2007 research on Asian and Caucasian children showed a dental health factor with 18.41% needing and very needing treatment, quite close to the results of Mandall[7] , those in need of treatment (including level 3,4,5) was 44.2% - more than a third of the population and still less than the results of other studies.
The Covid 19 pandemic has severely affected the accommodation and catering services industry However, according to the data released by the General Statistics Office, in the end of 2018 and the beginning of 2019, the revenue of accommodation and food services is estimated at more than 45 trillion dong, up 0.5% compared to the previous month and up 14.7% Life is so busy that buying food to cook at home and then clean up becomes a burden for many people, especially in big cities, Vietnamese people tend to like to eat more and more.
According to Assoc Prof Trinh Dinh Hai, Director of the Central Odonto- Stomatology Hospital, there is an alarming situation in Vietnam today that about 90% of people have dental problems, mainly diseases Caries Habits of snacking, eating on the street, teeth must constantly be exposed to too much unclean food, many individuals have problems with oral hygiene, this leads to bad health consequences for a long time dental health.
Today, many oral care products are developed and launched into the market such as a series of toothpastes, electric toothbrushes, water flossers, etc However, these products have no mechanical properties high performance because it cannot be used in all cases Carrying when going out is also a problem because of its untidy size and shape.
Therefore, the "case for teeth" product will be a savior for customers every time they go out, without having to carry too many oral hygiene products, still ensuring their teeth are clean Convenience and core value that the product brings, “Case for teeth” offers the optimal solution for oral hygiene The utility that the product brings to attract the trust and satisfaction of customers, and at the same time is a completely new product on the market.
Concept 1: Patronus I with two “Smart”
● Consisting of 2 transparent trays, the top of each tooth of the tray is reinforced with a hardness to be suitable for many different eating situations.
● Smark Track – Smart material, made from high-quality multi- layer polyurethane plastic, meets medical standards to ensure safety for health.
● The SmartTrack material is comfortable and fits better than the single-layer plastic (EX30).
● Creates a transparent film to protect teeth from food plaque
● Protect teeth from conditions such as brackets falling off, breaking rubber bands, and foods that stain teeth tolerance.
● Easy to disassemble for cleaning
● SmartTrack has transparency, strength, thinness, and flexibility With its inertness and biological stability, the SmartTrack material is approved by FDA, and it's safe for use by children and adults.
● SmartTrack does not contain BPA plastic.
● Smart Force, a force- generating feature based on an attachment system, are plastic buttons, attached directly on the inside of each tooth on the case, to create grip points for the case and tooth.
● Reduce the risk of dental problems
● Effectively support the dental treatment process
● Avoid having to clean your teeth repeatedly with previous products.
● Same as the previous concept The case size is right to match the shape of the teeth, comfortable teeth movement
● Continue like concept 1, we will use suitable plastic materials to create products
● Customers (ages 15 and up) will only need to get tooth size data once from the dental clinic to have data and give it to our case manufacturing company.
● Same as the previous concept Ensure gave the most comfortable experience for users in chewing food
● Fixed-size separately for each customer, helping the case grip firmly,
● Use specialized drawing software to design the tooth shape case.
● Applying 3-D printing technology to mass print case products with SmartTrack material
● A piece of plastic is heated and regulated pressures, cut, and polished to an established technique as a sample design to create a product.
● Products are created in safety, and antibacterial environment according to the Ministry of Health
● promoting maximize the protection use
Concept 3: Case creates comfort in movement
● Same as the previous concept The case fits and securely on teeth
● Design and composition have a natural transparent color.
● Continue like concept 1 and 2, material is 100% safe for everyone, will not harm teeth
● The case will be improved to increase durability and elasticity, allowing for flexible movement.
● Same as the previous concept Peace in mind about safety when using
● Feel free to move while eating as well as talk confidently
● Teeth are protected from comfort in movement
● Good durability and corrosion resistance for repeated use within the scheduled time. the effects of food, limiting the problem of tooth decay as well as causing yellowing of teeth.
Concept 4:The case can be used many times and has compact packaging.
● Same as the previous concept Each package includes 2 cases (each case includes upper jaw + lower jaw).
● One package includes a case tray and case
● Round box packaging design with colors to choose from, compact to take with you
● Have clear product information and directions
● Same as the previous concept and each customer will be able to order the desired quantity according to demand
● The shelf life of a case is 3-4 months from the date of manufacture
● After using the case once, remove it to clean the case with clean water with antibacterial solution then put it back in the case stray for safe storage and use for the next time
● Same as the previous concept, reusable for a suitable specified time Environmental protection compared to using bamboo toothpicks; dental floss,
● Easy to carry and use anywhere
● The way to clean the case and store it is simple and convenient.
● Save money on other conventional oral hygiene products.
Research question: Evaluate the importance of factors affecting the decision to buy the product “Case for teeth”.
Rate the factors by choosing one of the following:
(1): Very Not Important (2): Not Important (3): Normal
From the research result, “Convenience”, “Novelty”, “Safety” and “Dental hygiene” are the factors that our target customers perceive the most important when choosing our Case for teeth.
Compare 4 important factors between our products and competitors
Table 5: Comparision between our product and others company with 4 important factors
Product Image Convenience Novelty Dental hygiene Safety
● Compact, extremely convenient to use.
● There are many facilities on the market that are easy to produce
● High demand due to habits, especially in middle-aged customers.
● Causes a variety of physical effects on teeth, damage to teeth and related diseases, recommended by doctor specialists not to use
The demand for use is high, but the consequences cause many
● Made of many different materials such as bamboo, cork, softwood, Giang, corn starch
● However, traditional toothpicks still have to use some chemicals to prevent mold
● Many production facilities on the market are not safe.
Materials are easy to damage teeth, chemicals on toothpicks are not good for health.
Phillip ● Battery life when used is limited, so always need to be charged before use
● Need to use a combination of toothpaste, takes some time to clean.
● The mechanism works by acoustic waves, so many people take time to adapt to the product.
● There are a variety of other brush replacements, as well as competing brands
● High cost, difficult to reach widely to many customers
Oral B ● It is very difficult to clean the tooth area inside the mouth.
● May damage to gums when hand force is not controlled and used unfamiliarly.
● There are many other competing brands of dental floss
● The operation is difficult to use, the cost is higher than the traditional toothpick like the same effect but still leaves some consequences if the operation is not correct.
● Usually made of one of two synthetic substances (Polyme) are nylon or Teflon.
Choosing the wrong floss material (too rough, poor quality will easily affect the gums)
Listerine ● Do not use too much because it will remove the beneficial bacteria
● It is a liquid that can sometimes be accidentally spilled outside
● There are many other competing brands of mouthwash products
● Satisfy the need to kill bacteria in the oral cavity but cannot remove food in the interdental spaces
Does not meet the comprehensive needs when using.
● The blend of 4 essential oils: cypress essential oil, menthol, eucalyptus essential oil, and Methyl Salicylate essential oil.
May irritate in some cases convenient
Concept 1 ● Easy to use, no harm to teeth
● Protect teeth from the impact of food, convenient to clean
● New to the market, no other brands compete yet
● Highly effective, limiting the physical impact on teeth.
● Easy to clean, easy to use for many customers who are in the process of dental treatment.
Meet the needs of customers
Smark Track – Smart material, made from high- quality multi- layer polyurethane plastic, meeting medical standards to ensure safety for health.
Ensure the safety of users
Table 6: Comparision of our concepts to main competitors
Product Convenience Novelty Dental- hygiene
Table 7: Note for perceptual map
Oral BListerineConcept 1Concept 2Concept 3Concept 4
Picture 2: Perceptual map [Convenience and Novelty]
Picture 3: Perceptual map [Convenience - Dental hygience]
Picture 4: Perceptual map [Convenience - Safety]
Picture 5: Perceptual map [Novelty - Dental hygience]
Picture 6: Perceptual map [Novelty - Safety]
Picture 7: Perceptual map [Dental hygience - Safety]
After performing a series of steps to research the market and the factors that affect consumers' purchasing decisions Along with comparing and analyzing competitors' products Based on the representation on the "cognitive map", our team concludes as follows:
● The advantages of Oral Hygiene and Safety are two factors that make our products superior to the rest of our competitors So we decided to choose these two factors to continue to promote development and increase competitiveness compared to similar products in the market.
The A.T.A.R model allows us to assess the impact of a product during its first year on the market Use the A.T.A.R model by multiplying the percentage of market share by the number of target customers From there, it is possible to predict the number of products sold in the first year.
Go through the following steps in turn:
Step 1: Calculate the number of target customers
As of July 2021, according to the World Population Review website, the population of
Ho Chi Minh City reached 8.8 (million people).
According to statistics from the Ministry of Health, more than 90% of the Vietnamese population suffers from dental diseases such as tooth decay, gingivitis, periodontitis, etc.
The percentage of people who have a need for dental health care and have frequent visits to dental clinics is 38.8 % [CESTI - Center for Science and Technology Information and Statistics.]
In which the percentage of customers who are interested in oral health living in urban areas looking for dental treatment services (such as braces, porcelain crowns, whitening, ) is 50%.
So, the number of target customers falls into the range of:
Step 2: Determine the percentage of market share (through the A.T.A.R model)
After calculating and estimating the number of target customers.
● We continue to use the A.T.A.R model to calculate the percentage of market share through a random survey of friends and relatives (50 respondents) about the level of Awareness; Trial (Trial); Availability and Repeatability The following results:
Table 8: Result of the survey 50 respondents
Awareness Can you imagine the Case For Teeth product from the description?
Trial Are you ready to try our products? 20
Availability Would you be willing to buy our product if we launched
Case For Teeth in the market?
Repeat Would you buy the product again and recommend Case For
Teeth to your family and friends?
● We predict the impact of the product through the A.T.A.R model as follows:
○ About 60% of customers will know about Case For Teeth products through product descriptions
○ About 50% of customers will be willing to try and experience the product.
○ About 30% of customers spend money to buy and use the product.
○ About 20% of customers will continue to buy again to use and are ready to recommend the product to their relatives and friends.
Step 3: Number of products to be sold in the first year
Number of products to be sold in the first year = Target customer volume x Market share
III.3.2 Total cost to produce a unit
After calculating the product value of each unit based on production costs, we will conduct pricing based on the value received by the customer With the desire to bring customers the values that their psychology is looking for, we rely on these factors including:
● Convenient, easy to carry, easy to clean
● Environmental protection, long-term use
Through these two valuation methods, we conclude that the preferential price of our product is: 350,000 VND.
III.3.3 NPV (Concept 1): Patronus I with two “Smart”.
The product with good materials that meets safety standards, is sold at the official price after being priced We believe this concept 1 will be suitable for the target customer that we want to target.
With concept 1, sales volume will increase in the 2nd year since customers know, use, and feel the benefits of this product, and spread it similarly over the remaining years.
We expect variable costs to change as the following table (for all concepts).
Year 2: Risk complement +warranty cost
Year 3: Risk complement + Update product
We expect product sales volume to change as follows:
Therefore, our customer data will increase and decrease in proportion to the number of products sold:
Table 10: Data for NPV - Concept 1 (milion VNĐ)
III.3.4 NPV (Concept 3): Case for comfort in movement.
After calculating the NPV of concept 1, we continue to calculate the NPV of concept
Situation analysis
According to the Asian market research report published in September by Ken Research, in 2018 Vietnam had 1,846 dental clinics, providing a variety of cosmetic dental services at very competitive prices.
Previously, about 100,000 foreigners came to Vietnam each year as dental tourists, bringing in up to 160 million USD in revenue It is expected that in 2019 - 2023, the dental cosmetic market will continue to increase by nearly 7% per year.
Currently, the demand for beauty, especially the cosmetic dentistry industry, is attracting more and more people's attention Besides beauty, there will be difficulties, although on the market there are many products that can overcome these difficult problems, but there are still limitations and not really satisfying the desires of customers Understanding that, our team decided to launch the product "Case for teeth", which is both aesthetic and environmentally friendly because it can be reused many times - this is also a problem for many people interested and supportive people. vMission statement
We are committed to bringing customers satisfaction and quality of products In the future, we will always make positive changes, overcome weaknesses, update new trends and bring customers the best experience.
Table 18: SWOT analysis of Patronus I
Using "Smarttrack" material, it is convenient to clean your teeth after eating, compact and easy to carry, and
New product launch on the market → low awareness can be reused many times Consumers do not have much experience
When the standard of living is high, the more people have a sense of beauty.
New products, bringing new trends in the future.
Can be competed by existing products on the market (Bamboo toothpicks; Phillip; Oral B; Listerine, )
Imitation products by unofficial companies.
Marketing objectives
Increase market share to 10% after 1 year.
By the end of 2022, increase brand awareness in the market by 50% through media campaigns.
Marketing strategy
1.1 Segmentation and targeting vTarget marketing strategy
The product is selected and optimized in the market The target customers that are focused on are those who have a need to care about oral health This is the market segment of the strategy We want to focus on finding a solution for the convenience of oral hygiene of customers through the "case for teeth". vTarget market selection
To products that are distributed widely, we aim to attract potential customers who live and work in Ho Chi Minh City Specifically, customers need to pre-order based on their tooth parameters and they can order products directly through our website or indirectly through the medical facilities that cooperate with us.
Demographic segmentation o Age and gender: "Case for teeth" suitable for all genders and in particular for customers aged 15 or older and have replaced whole portion milk - tooth, perfect portion teeth permanently The product’s suitable for customers who treat problems related to their teeth. o Income: Product suitable for all social class, customers average incomes because of the reasonable price of the product
Psychological segmentation o Lifestyle: otential customers are people who are interested in improving the appearance In addition, the product has a simple design, easy to use, it is made of premium SmartTrack material "Case for teeth" is the first product in the market The product is suitable for the demand of customers. o Personality: Most people have a habit of using convenience products, so “Case for teeth '' can completely support customers Besides, people often use products that are not fussy, have high durability and ensure aesthetics and safety.
Customers’ decisions are based on what they want and what they need Customers choose to use products which are suitable for their demand, so novelty and easy to use are strong points of "Case for teeth" and supply what customers need
In the Vietnam market today, there are many transparent orthodontics products, teeth protection products used in sports However, their main purpose is for orthodontics,high cost and made of hard plastic material, causing inconvenience to consumers.Some products about oral hygiene usually have certain disadvantages
The product "Case for teeth" is compact in size, easy to disassemble for cleaning and carry with you, both protecting teeth and cleaning teeth every time you eat and drink and bring safe results for users In addition, "Case for teeth" has a simple design that exactly matches the shape of consumers' teeth, which helps them to operate their teeth more comfortably and use it in many different eating situations Therefore, new performances like “Case for teeth” are completely new and unprecedented in the Vietnam market This is the perfect combination product that gives customers an enjoyable experience Not only has the unique and different performance, the product also attracts potential customers with its advanced features In the future, “Case for teeth” will be the best choice for customers.
“Case for teeth” is a new product on the market with the desire to achieve customer satisfaction, and at the same time become a necessary product for dental hygiene and care The product "Case for teeth" includes special factors: convenience - easy to use - reasonable price - safety - difference, which are factors that help customers receive and use the product more than This is an exclusive brand product and has great growth potential in the future In order to help products and brands become more popular, a number of advertising campaigns on social media channels are indispensable (Facebook, Website, ) to bring "Case for teeth" closer to customers. customer.
2.1 The product strategy vCore value
“Case for teeth” - tooth protection tray, includes 2 transparent trays with compact size, compact design, convenient to carry anywhere, easy to disassemble to Hygiene, suitable for each person's dental mold and support for oral hygiene needs. vActual product
Material: Smart Track is made of multi-layer polyurethane, safe for health, good durability, stoppers are made of Smart Force plastic to help fix teeth without moving during use.
Design, packaging: includes 2 cases (upper and lower), compact, transparent, convenient.
Price: reasonable and stable prices in line with the market and consumer's needs vAugmented product
The product has a comfortable fit, with elasticity to create comfort for the movements of the teeth Products are designed for each customer's tooth parameters Helping customers change their awareness and habits about oral hygiene.
Along with the value of the product, the issue of price becomes an important factor In the first launch in the market, we will sell the product at a reasonable price to attract customers to know more about the product In the next periods, we will sell prices according to market conditions and prices will be changed to match the purchasing consumers' demand.
Because consumers' shopping habits are changing day by day, we use our company's official website to promote products and confirm orders based on each customer's tooth size In addition, we will take advantage of the social development of technology and the internet, promoting products on media such as websites, Customers can go directly to dental clinics to choose Customers can order online to experience the product.
To increase customer awareness about the “Case for teeth” product, we will focus on advertising with social media such as Facebook, Youtube, and websites In addition, we will set up booths displaying sample products at locations with potential customers
(clinics, pharmacies) As a result, customers can directly feel the product, evaluate its quality, convenience, novelty, and stimulate customers' purchasing potential.
Action program (Tactics)
The product is scheduled for release in December 2022: at the end of the year, there are many meetings and meals => The need for oral hygiene after each meal also increases rapidly, stimulating the desire to experience the product Because of the limited time to complete this project, we only recommend the product, pricing, and distribution strategies (in part C, part 2) During the implementation process, we will evaluate and consider retaining appropriate strategies and proposals to accomplish marketing goals.
We will do our best to implement the detailed IMC plan for the first 6 months of the new product launch If we have the opportunity to continue running the project in the future, detailed plans for the product, pricing, and delivery must be in place.
● Increase brand awareness for products through the message: "Improving convenience to accompany oral health"
● Promote our company's USP: smart materials, novel forms, changing familiar behavior.
● The market leader in changing and creating new behavioral habits of consumers' oral hygiene.
● Create conversions, reach the right target customer groups, to increase sales and bring in high revenue.
E-magazine: Sức khỏe & Đời sống
POSM Brochure: put it at the reception desks in pharmacies or dental clinics
Poster: put it on elevator doors, commercial centers, hospitals, dental clinics.
Poster frame Create videos promoting Case For Teeth products running on LCD screens in elevators (hospitals, shopping malls, dental clinic)
Social media Create content about products for websites, fanpage
Video marketing: share videos on Youtube, Facebook Watch, Reel of Instagram o Video introduction and user manual product o Video comparing the difference between Case for Teeth and other teeth cleaning products o Video on how to properly care for oral health
Influencers Contact for working together with YouTube channel
Publicity Organize a Talk Show to share oral health issues in combination with product introduction and product sales
Corporate advertising Cooperation with dental clinics or hospitals
1.3 Media plan from December 2022 to May 2023.
Phase 1: Pre-launching: Catch Attention
● Duration: early December to the end of December, 2022.
● Key message: “Convenience life goes hand in hand with dental health”
(Vietnamese: Cuộc sống tiện ích đi đôi cùng sức khỏe răng miệng)
Table 20: Marketing activities for Pre-launching
Owner Media Set up and complete the content on social media channels such as fanpage, website to post information about product descriptions, prices, uses, buying way,
● Video on how to use the product
Poster frame Create videos promoting Case For Teeth products running on LCD screens in elevators (hospitals, shopping malls, dental clinic)
Paid Media Google Ads/Search to increase traffic website
Youtube Ads/Nonskipable in Stream to increase brand awareness
Sales promotion Pre-order Allows customers to pre-order products and receive a 10% discount
Create convenient and novel oral hygiene habits, raise awareness about oral health protection behaviors. Transmitted information through newspapers, and e- magazines.
Earned Get a certain number of orders from Pre-order activity.
Recognizing the value and benefits that Case For Teeth brings
Create expectations and excitement in customers who want to experience the product
Increase traffic on website and social media platforms
Phase 2: Launching: Inspising through Case For Teeth
● Duration: early of January 2023 to end of February 2023.
● Key message: “Take care of oral health, Improve the quality of life” (Vietnamese:
Chăm sóc sức khỏe răng miệng, Nâng cao chất lượng cuộc sống)
Table 21: Marketing activities for Launching
Owner Media Plan regular posts on Fanpage, blog, vlog,
Post various content: posts, images, videos, minigames, Facebook, Website:
-Posts about calls to action or inspires about the protection of oral health
-Short clip, customer’s feedback image
Youtube: upload videos with in-depth content, longer duration.
-Comparison video between Case For Teeth and other products
-Video tutorial for effective oral care
Paid Media Youtube ads, Google ads to increase conversions.
Influencer Contact to promote products on “Cuoi” youtube channel.
The minimum time for the product to appear on the video is 5 minutes.
Video content is consistent with the product's message: convenient, modern, oral health protection.
The video needs to introduce the product, clearly its uses and benefits.
POSM Brochure: put it at the reception desks in pharmacies or dental clinics
Poster: put it on elevator doors, commercial centers, hospitals, dental clinics.
Sales promotion Website or medical facilities: officially open for sale with special offers for the first 50 customers.
Earned Building trust and bring value to customers => get interaction from them
Phase 3: Campaign: “Patronus for convenient and modern lifestyle” (Vietnamese: Patronus cho lối sống tiện ích và hiện đại)
Duration: early of March to end of May 2023
YStage 1: [Raise awareness]: Improve oral health, Improve quality of life.
● Main idea: Help customers realize the importance of proper oral care Using the right and safe products will have a big impact on oral care Take care of your oral health and help improve your quality of life.
● Main activities: Organize a seminar/Talk Show to share the status and problems of Vietnamese oral health along with introducing and getting product orders.
● Master - Doctor Nguyễn Văn Đẩu: Head of Oral Maxillofacial and Plastic Surgery Nhi Dong 1’s Hospital
● Master - Doctor Lê Tấn Hùng: Head of plastic surgery Ho Chi Minh City Dental Hospital
2 Organization form: due to the impact of Covid-19, the talk show will be held online through the Google Meet platform and will be live streaming through the following media channels: Facebook and Youtube.
3 Contents of the talk show:
● Share the current realities of people's oral health status and the status of dental treatment cases reported in 2020.
● Share the harmful effects of common dental hygiene tools
● Share ways to take care of your teeth and maintain proper hygiene.
● At the end of the talkshow, Case For Teeth products will be mentioned: information, usage, benefits, and making offers when ordering products in the talk show.
4 The main sponsor of the Talk Show : our company
Table 22: Detail marketing tools and main media activities for Stage 1
Owner media Website, Facebook, Youtube:
● Live broadcast of Talk Show on fanpage and youtube channel
● Record and re-upload conference video with main content, necessary and relevant segments Then update to the media channels.
Sales Popularizing the offer purchase program - 5% discount for customers who order right in the talkshow Advice and guidance on how to order products.
Editorial articles Push articles on popular and reputable newspapers about seminars and products ( Sức khỏe & Đời sống)
Earned Customers have an awareness of oral health and products
Increasing demand for Case For Teeth.
Promote the product widely and sell a certain amount of products
YStage 2: [Change behavior]: Generation looking for convenience (Vietnamese: Thế hệ tìm kiếm sự tiện ích)
● Main idea: o Giving customers a new look at oral hygiene products, not only toothpicks, brushes, but also Case for teeth. o Help customers realize the value of convenience, safety, and uniqueness that products bring to create demand for products Change habits in daily life.
Main activities: Focus on interactive media activitie
Table 23:Detail marketing tools and main media activities for Stage 2
Owner Media Website, Facebook, Youtube:
● Post contents about the utility of the product
● Upload videos about product utilities on platforms
● Create activities for customers to interact with us Paid Media Google Ads, Youtube Ads
Editorial articles Book articles conveying the above message through the e- magazine Sức Khoẻ & Đời Sống
Earned Customers feel the utility of the product Change daily habits, regularly use the product
Main idea: Promote products - stimulate demand, push sales conversions
Main activities: Donate to Operation Smile Fund with the commitment that each product sold will be deducted 2% of each product sold The activity starts from the time of debut in December 2022 to the end of the campaign (3/2023). The number of donations will be statistically and continuously updated on our website.
Table 24: Detail marketing tools and main media activities for Stage 3
Owner Media Website, Facebook, Youtube:
● Posting about fund-building activities on social media platforms
● Share videos and content of activities
Paid media Pay for advertising fees
Editorial articles Book articles conveying the meaning of the campaign through the e-magazine Suc Khoe & Doi Song
● Add value to the brand
2.1 Overview of media plan from December to May 2023
Picture 10: Overview of media plan
KPI
Attracted about 30,000 followers on Facebook in 6 months.
Reach 5,000 subscribers to youtube channel
Reach 50,000 visits to the website
Reaching a total of 500,000 views for youtube videos and facebook watch
Reached 10 million to contribute to “Operation Smile” smile surgery fund.
Marketing budget
(for the first six months of launching the product)
Table 25: Estimated marketing budget for 6 months
Video media 35.000.000 Video introduction and user manual product
Video comparing the difference between Case for Teeth and other teeth cleaning products
Video on how to properly care for oral health Advertising 25.000.000 Total cost
Digital 40.000.000 Google ads; youtube ads, SEO
50.000.000 E-magazine: Sức khoẻ & Đời sống
Newspaper: Thanh Niên Influencer 30.000.000 Youtuber
Intellectual Property Registration
Intellectual property (or intellectual property) is a concept that refers to the creation of thinking in a broad sense: inventions, literary and artistic works, symbols, names,images and settings succession is used in commerce Intellectual property involves forms of information and knowledge, which can be expressed in tangible objects while being duplicated into countless copies anywhere on the world
Slight Intellectual property kind: According to Luat-So-huu-tri-tue-2005-50-2005- QH11-7022
Patents are protected under the following conditions:
New: product is the first new in the market
Creative: Solve problems with the different way
Practicality in life: Product can help people solve normal problem in life.
1 Nhiên Thị Nguyễn (2019) “Việt Nam có hơn 90% người có bệnh về răng miệng”, Ministry of health portain (MOH), , access 23/11/2021.
2 Lam Vân (2020) “Sức khoẻ răng miệng của cư dân TP.HCM và các yếu tố liên quan”, CESTI, , access 23/11/2021.
3 Top10hcm (2021) “Dân số TPHCM năm 2021 là bao nhiêu?”, Top10hcm, < https://bom.so/7KGnfzqP1bcpiX>, access 23/11/2021.
4 (2021) “So Sánh Lãi Suất Vay Ngân Hàng Cập Nhật Mới Nhất 08/2021”,Timovn, < https://timo.vn/blogs/so-sanh-lai-suat-vay-ngan-hang-cap-nhat-moi- nhat/amp/>, access 30/11/2021.
Full Name Student ID Work
2 Nguyễn Hoàng Hiệp 2190086 Part 3 (phase 1; phase 2) Content; powerpoint & present 100%
3 Huỳnh Thiên Kim 2196607 Part 3 (phase 3; phase 4)
4 Lê Kiều Duyên 2191273 Part 3 (phase 5:
5 Đặng Yến Như 2197317 Part 3 (Phase 5: