Group project pann smart lunch box

Untitled Group Project Pann Smart Lunch Box Course MKT304 (Integrated Marketing Communications) Lecturer Nguyen Thi Thu Hien Group 4 0 0 Table of Content I Introduction 1 1 Smart lunch box (Pann) 2 II[.]

Group Project Pann - Smart Lunch Box

Table of Content

I Introduction

1.1 Smart lunch box (Pann) 2

III Campaign Objectives

3.1 Communication objectives 4 3.2 Sale Objectives 5

IV External analysis

4.1 Customer analysis 5 4.2 Competitive analysis 6 4.3 Environment analysis 11

I Introduction:

1.1 Smart lunch box (Pann):

Smart lunch box (Pann)

Brand: VnPan

Origin: Da Nang

Capacity: 1000ml

Product size: 21.5 x 12 x 12"

Weight：0.65 (kg)

Color: White/Gray/Blue/Red

Quality: Stainless steel 304

Battery：2 CR2032 Batteries

Warranty period: 6 months

Function: + Can keep the temperature for 8 hours

+ Can be heated at will

+ Up to 3 storage compartments

can set the time and remind you every time it's time to eat

+ Hygiene safe

Price: 1,000,000 VND

- Meal reminder: The innovative reminder system including bells and LED lights will help you eat enough for each day

- High-Quality Material: Made of high-quality stainless steel Pann can be used for hot and cold water and still retains the pure taste of water, rice, and food to ensure

consumers' health.

- Stylish design: Compact design with 3 layers and 1000ml1000ml capacity with modern design on white/gray/blue/red tones Pann is also considered an accessory when you go out

- Environmental protection: Pann smart lunch box can be used many times, helping to reduce disposable plastic and foam boxes This is an excellent choice for those who love the environment

II Target customers

- Our target customers: are 16 years old and up (office workers, workers, and students) Daily life is not safe in terms of food hygiene; many people do not have time to buy boxed lunches and Order rice outside for fear of food insecurity, many people cook and take away by themselves because to save their lunch costs, ensure health and convenience for users

- Our competitor: is Bear company, they have created the same product as us, but the design is different, the function also retains heat and can be heated, the price is about the same, but many customers have said the product they create is not the same as advertised, which are poor quality products, it also retains heat worse than ours,

because we always listen to customers' opinions and have a customer care

switchboard, so we to listen to the opinions of customers and take those opinions to create the best product because we always put customers and quality first

III Campaign Objectives

3.1 Communication objectives

- Attention: To attract the attention of consumers in the target market, Pann is also aiming to increase brand awareness When encountering an image of a Pann electric lunch box, users will see a large photo with an eye-catching lunch box and food to attract their attention When winter comes, Pann will appear with a bowl of steamed rice and hot soup, looking very warm and soothing your cold heart, attracting more people who want to discover more about what Pann electric lunchboxes can do The picture is in harmony with colors, making it easy to attract users to click to view the product

- Interest: Pann leveraged social media to attract many customers and partnered with influencers to encourage their customers to be more interested in Pann Understanding that the target market and its customers are young and middle-aged - who often use social networks, Pann has been active online to communicate and increase reach its target audience

- Desire: To stimulate customers' desire to own the product, Pann has promoted

promotional activities about the product, such as when making purchases and being given discount vouchers Pann offers discount vouchers and free shipping in the inner city, making customers think, "I like it" to "I want it."

- Action: VnPan's two calls on the media homepage (1) try using Pann to cook great food like at home, but you're not at home (2) join Pann's rewards program to get free items when you shop

3.2 Sale Objectives

IV External analysis

4.1 Customer analysis

- Demographic:

● Age: 16 and older

● Gender: Male and Female

● Social class/income: have an average and moderate-income

● Geograp: concentrated in cities such as Ho Chi Minh and Hanoi

● Life-cycle stage: Single people, young people, young married couples,

couples,

- Geographic:

● Region: Ho Chi Minh City, Hanoi, Da Nang,

● Density: Urban, supermarkets/Shopping malls, retail stores, e-commerce

platforms

- Psychographic:

● Social Status: Middle and Upper-class markets

● Lifestyle: They are people who like thrift, take care of their health, and care about their health

● Personality Traits: thrifty, convenient, dynamic, optimistic, positive

● Value: Raising awareness of protecting their health against food hygiene and safety issues, prioritizing convenience, protecting the environment, and

minimizing plastic waste in the environment

- Geographic:

● The "Need-proof" buyers are customers who need popular product receipts and smart lunch boxes

● The "Price Conscious" buyers are customers looking for the most stable price possible

● The "Smart" buyer is a meticulous researcher who wants to know the product well

● the "Loyal" buyers are customers who have already purchased the product and continue to look to Pann

4.2 Competitive analysis

Factor Competitor 1

Yoice

Competitor 2

Bear Introduction It is a high-tech company based

in China that has mainly developed and manufactured small and infant kitchen appliances for more than 11 years Major markets include North America 40.00%, South Asia 40.00%, and East Asia 20.00%.(Source: Alibaba.com.)

Is a brand of smart home appliances and electrical appliances established in 2006, headquartered in Shunde, Guangdong province, China

Over 14 years of development and operation With continuous efforts with 2000 employees and

100 technicians at various facilities worldwide.(Source:

Giới Thiệu(2021)Bear Việt Nam)

Strengths

- Specializes in manufacturing baby milk warmers, medium sterilizers, kettles, and lunch boxes with an annual output of over 10 million units

- Bear is proud to be in the Top 3 best Chinese domestic home appliance brands voted by users

- Bear has manufactured and distributed more than 20 million household appliance products to the market

- Using three-dimensional microbic technology, steam food and cook it quickly

- Exquisite, beautiful design

- Using three-dimensional microbic technology, steam food and cook it quickly

- Delicate, beautiful design, diverse products

Weaknesses

- Yoice's strengths are generally still products for mothers and babies Yoice has only focused

on developing lunch boxes in recent years, and it is quite new and little-known in Vietnam

- Yoice lunch box with 3-spoke wire when buying needs to buy

an additional switch socket

- The power cord is quite short

- Large capacity, for office workers, there is usually a need for less capacity because the larger the capacity, the more food you take

- With the Bear lunchbox, the heat retention is up to 6 hours

Some sales addresses advertise a 6- to 8-hour product heat

retention However, in reality, the products they sell are of poor quality There are many fakes on the market, and bear is difficult

to control, so look for reputable

places to choose to buy genuine products

Price

400.000 VND – 600.000 VND 400,000 VND – 1.000.000 VND

- SWOT of Pann

Strengths

- Modern and advanced machinery and equipment

- Well-trained staff

- Using three-dimensional microbic technology, steam food, cook it quickly, and retain heat for up to 8 hours

- Delicate, beautiful design, with sturdy handles that are easy to carry out and various products

- Durable and quality premium materials ensure safety for your health

- The power cord is long and does not require a switch socket

- VnPan company was established in 2020 and is still in construction and development There is only one factory

in Da Nang

- VnPan's main product is Pann smart lunch box The next time will launch various other products, not only Pann

- Little is known in other countries because it was only recently established

Opportunities

- Pann is proud to be the only smart lunchbox with the function of setting the time and reminding you every time it is time for dinner

- The coronavirus epidemic has made people more concerned about their health and gradually switched to using lunch boxes

- Environmental safety protection is a thorny issue today,

so Pann launched to solve the problem of plastic waste such as plastic containers, plastic spoons, and plastic bags

- Strong competitor companies like Yoice and Bear

4.3 Environment analysis

- Economy: Despite the devastating impacts of COVID-19, Vietnam's economy still has many prospects for development After long social distancing, Vietnam's

economic situation has recovered significantly Inflation will remain low, and the dong will continue to appreciate slightly against the US dollar This forecast assumes that China's border closures will ease, allowing for more normal trade flows than in

2021 Vietnam relies heavily on input materials from China and other countries But with China enduring prolonged lockdowns with minimal movement at its ports, such

as in Shanghai, it has become even more difficult to source inputs Therefore, product development in Vietnam has more opportunities than ever Pann may have a domestic location

- Social Factor: VnPan still has to adjust its products constantly to suit customers' needs because rapidly changing consumer preferences can substantially impact

businesses that stand still and refuse to change Because the Coronavirus epidemic affects everyone's health somewhat, VnPan has integrated the time mode into Pann; it can help Pann remind people when it's time to eat

- Technological: Nowadays, technology is highly developed, so VnPan always uses the most advanced technologies in its products Pann smart lunch box uses

three-dimensional micro basic technology, steaming food, cooking quickly, and

retaining heat for up to 8 hours Sewing hooks and equipment are modern and

advanced, putting the safety of the staff first

- Legal: VnPan puts the legal factor first VnPan will inevitably plagiarize products like Bear, so VnPan will impose a hefty fine for plagiarizing the company's products

On all VnPan products, there will be anti-counterfeiting stamps and barcodes

- Environmental: Pann smart lunch box is proud to be a product that protects the environment and reduces plastic waste, such as plastic containers, plastic spoons, and plastic bags Shell material: PP high-quality plastic shell, resistant to high

temperatures, does not contain carcinogens to protect health Material of trays: SUS

304 standard stainless steel

V IMC strategies

Advertising Public relations Direct marketing Personal selling Sales promotion

(Online)

Purpose Suitable for brand

building.

Help convey information and advantages of the product to customers.

Help in creating brand awareness.

Maintain a positive impression on customers.

Focus on Immediate purchase.

Help businesses capture market trend information from customer feedback

Help in building strong customer relationships.

Help increase sales.

Increase people's attention to the product

Customer

reaches

large audience reach large audience

reach

limited audience reach

limited audience reach

large audience reach

Cost Expensive Inexpensive Expensive Expensive Less expensive

Chanel/tool Facebook, Youtube,

Instagram

Việt Nam Mail, SMS In store Shopee, Lazada

VI Implementing IMC plan

January February March April May June

Advertising more ads with

more impressions

in interactive programs (channels)

moderate ads moderate ads more ads with

more impressions in interactive programs (channels)

moderate ads

Personal selling continue by

constant no along the year in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year

in the shopping mall

direct marketing click on the link

and receive gift (vouchers)

click on the link and receive gift (vouchers)

click on the link and receive gift (vouchers) public relations 5.000 VND/1

Product

to support poor children

5,000 VND/1 Product

to support poor children

5,000 VND/1 Product

to support poor children

5,000 VND/1 Product

to support poor children

5,000 VND/1 Product

to support poor children

5,000 VND/1 Product

to support poor children

Sales promotion Grand opening

promotion

Bonus decoration stickers

Bonus decoration stickers

International Women's Day

Bonus decoration stickers

Bonus decoration stickers

Mother’s Day

Bonus decoration stickers

International Children's Day

Bonus decoration stickers

VII Evaluate the IMC plan, and predict risks

Advertising Personal selling Direct marketing Public

relations

Sales promotion

Advantage Repeating many

times helps consumers easily remember brands and products.

There is flexible interaction.

Help develop sales relationships.

Optimize your marketing budget.

Target the right customer segment.

Increase customer loyalty.

Easy to have customer data.

Increased reliability.

Increase reach.

Attract customers' attention.

Increase sales and revenue.

Increase customer loyalty to the brand.

Disadvantage Only one-way,

does not bring interaction.

Requires a high level of expertise and professional behavior.

This method is expensive.

It is easy to make customers feel overwhelmed with information.

No direct control over viral content.

Success is difficult to measure.

Only effective in the short term.

Don't abuse it too much.

Predict risks There is a chance

that the customer will get annoyed and skip the ads

Will be negative if the information is wrong

VIII Appendix (Budget and timeline setting)

January February March April May June Total cost

Advertising more ads with

more impressions

in interactive programs (channels)

moderate ads moderate ads a few times

ads

more ads with more impressions

in interactive programs (channels)

moderate ads

Cost for 1

day (VNĐ)

300.000 200.000 200.000 100.000 300.000 200.000

Cost 9.000.000 6.000.000 6.000.000 3.000.000 9.000.000 6.000.000 39.000.000

Personal

selling

continue by constant no along the year

in the shopping mall

continue by constant no along the year in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year

in the shopping mall

continue by constant no along the year in the shopping mall

continue by constant no along the year in the shopping mall Cost for 1

day (VNĐ)

300.000 300.000 300.000 300.000 300.000 300.000

Cost 9.000.000 9.000.000 9.000.000 9.000.000 9.000.000 9.000.000 54.000.000

Direct

marketing

click on the link and receive gift (vouchers 10%)

click on the link and receive gift (vouchers 10%)

click on the link and receive gift (vouchers 10%) Cost for 1

day (VNĐ)

300.000 300.000 300.000

Cost 9.000.000 9.000.000 9.000.000 27.000.000