Choco pie's marketing mix affecting consumer behavior at huflit in 2021 a research

LIST OF CHARTChart 2.1: The pie chart shows the customers used Chocopie ...5 Chart 2.2: The bar chart shows how customers know about the chocolate ...6 Chart 2.3: The pie chart shows cus

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION

-*** -FINAL RESEARCH PROJECT

Choco-Pie's marketing mix affecting consumer behavior at Huflit in 2021: A research

Student’s name: Nguyễn Phạm Hồng Hải

ID Number: 17DH490352 Student’s name: Hà Trần Gia Hân

ID Number: 20DH481754 Student’s name: Nguyễn Tấn Hiền

ID Number: 18DH490544 Class: Statistics (Monday_1,2,3) Course: 2018 - 2022

HCMC, December/2021

Table Of Contents

CHAPTER 1: INTRODUCTION 4

1.1 Overview of the chosen company 4

1.2 Focus group 4

1.3 Scope and limitation 4

CHAPTER 2: FINDINGS AND DISCUSSION 5

2.1 Methodology 5

2.2 Data analysis 5

CHAPTER 3: RECOMMENDATION AND CONCLUSION 14

3.1 Recommendation 14

3.2 Conclusion 15

LIST OF CHART

Chart 2.1: The pie chart shows the customers used Chocopie 5

Chart 2.2: The bar chart shows how customers know about the chocolate 6

Chart 2.3: The pie chart shows customer satisfaction about quality and price of Orion Vina 6

Chart 2.4: The pie chart shows the price of chocopie suitable for students 7

Chart 2.5: The pie chart showing the intended use of the customer's chocolate 7

Chart 2.6: The bar chart shows the reason customes choose Chocopie over other cakes 8

Chart 2.7: The pie chart shows that customers often buy chocolate cakes as gifts 8

Chart 2.8: The bar chart showing the most popular flavors of chocopie 8

Chart 2.9: The pie chart shows the customer's perception of the quality of Chocopie 9

Chart 2.10: The pie chart shows customer interest in Orion's marketing strategy 10

Chart 2.11: The pie chart shows customers' impression of Chocopie's advertisement 10

Chart 2.12: The column chart shows that customers agree with the price as a reason to choose Chocopie 11

Chart 2.13: The column chart shows that customers agree with Chocopie to be used for gifts and used during Tet 11

Chart 2.14: The column chart shows that the customer agrees that Chocopie has many messages 12

Chart 2.15: The bar shows shows the level of customer satisfaction for companies: Orion, Kinh Do, Bibica 13

Chart 2.16: The pie chart shows customers will continue to use Chocopie in the future 13

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The confectionery sector in Vietnam is now consolidating its position in the home marketand integrating with the global market As a result, all businesses must have their own marketingstrategy in order to help them grow Chocopie cake is a very familiar cake to young people today,and especially the students studying at HUFLIT, according to statistics from other surveys Orion

is one of the famous confectionery brands favored by the majority of Vietnamese consumers, andaccording to statistics from other surveys, Chocopie cake is a very familiar cake to young peopletoday Market trends fluctuate on a daily basis, thus Orion used the marketing mix strategy andlaunched many advertising campaigns and messaging to foster consumer intimacy and establishtrust

Keywords: Marketing mix, Huflit, Chocopie, Orion company, confectionery, industry

CHAPTER 1: INTRODUCTION

1.1 Overview of the chosen company

For a long time, Chocolate Pie has been in the mind of Vietnamese consumers, notableyoungsters, university students in general, and HUFLIT students in particular Orion Corporation

is the firm that made this iconic dessert Orion is one of Korea's three major food corporations.Chocopie cake is not only popular in Vietnam, but also across the world

According to the research, Orion, Korea's largest confectionery company, opened arepresentative office in Ho Chi Minh City in 1990 It began delivering its items to theVietnamese market in Ho Chi Minh City Orion officially formed a branch in Vietnam in 2005,forming Orion Food Vina Co., Ltd with 100% Orion Group stock

1.2 Focus group

The goal group and the experienced group make up the focus group Young people aged

18 to 25 are the target audience The survey was administered to all Huflit students, regardless ofgender or age The survey will be administered to any Huflit student at random over the course

of three months on all Huflit campuses

1.3 Scope and limitation

Because of its economic capability and personnel resources, the study is mostly performed in a

student setting, with the actual survey being conducted at Huflit to reduce the area of theresearch and obtain better results This study's execution is restricted We picked HUFLITstudents for the poll since Orion's target market is primarily made up of young people Thesurvey was administered to all Huflit students, regardless of gender, and around 200 surveyquestionnaires were distributed The poll will be done at the Huflit facility for three months,randomly selecting any student from the Huflit school

 Limitation

The information and data used in the study came from a variety of sources, therefore this pagestill contains a number of flaws In addition, the data source is incomplete and hasn't beenupdated in a timely and thorough manner Because this research poll will only have roughly 200participants, it is unlikely to have a high level of accuracy in the Vietnamese market as a whole,and will instead focus just on Huflit students Despite these challenges, we believe that this studyprovides a wealth of useful information for use in the research process Business data and

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2.2 Data analysis

Chart 2.1: The pie chart shows the customers used Chocopie

Based on 200 selected surveys, about 96.5% of people have used and eaten Orion'sChocopie The remaining is made up of people who have never used or eaten Chocopie but areaware of its existence

According to this survey, the majority of HUFLIT students are familiar with Orion'sChocopie brand

Chart 2.2: The bar chart shows how customers know about the Chocopie

Based on 200 selected surveys the majority of people learn about Chocopie fromtelevision and frequent a convenience store (TV accounts for 74.5%, and 65% comes from storeconvenience goods) The remaining 38% learn about Chocopie from Facebook, and 27% learnabout Chocopie from advertisements The remainder is primarily because Chocopie cake should

be known by friends, family, or an intermediary

Chocopie has caught the imaginations of the majority of customers, particularly students,according to survey data

Chart 2.3: The pie chart show customer satisfaction about quality and price of Orion Vina

Huflit students are presently fairly satisfied with the quality and pricing of Chocopie,according to 200 selection questionnaires The figure plainly shows that 52.2% are extremely

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the majority did not.

As a result, Orion's Chocopie approach has established a pretty secure place in the hearts

of customers

Chart 2.4: The pie chart shows the price of chocopie suitable for students

Huflit students' pricing satisfaction with Chocopie is pretty high, according to 200randomly selected questionnaires (94.1% of students are satisfied and the rest think it is notappropriate and they expect it) hoping for a price adjustment in the future)

According to the survey, the majority of customers approve Chocopie's price approach;nevertheless, if Orion wants to get a stronger footing in the Vietnamese confectionery industry, itshould invest in promotion and marketing tactics in the future

Chart 2.5: The pie chart showing the intended use of the customer's chocolate

Chocopie is used for snacking 67.8% of the time, as a present 27.7% of the time, and as agift 27 % of the time, according to 200 chosen surveys People, on the other hand, have differingviewpoints for personal or professional reasons

achieved a certain level of popularity among HUFLIT students, has the potential to grow in thefuture, and is extremely likely to be welcomed by all

Chart 2.6: The bar chart shows the reason customes choose Chocopie over other

cakes

According to 200 survey results, 58% are concerned with pricing, 52% with flavor,46.5% with service and convenience, 40.5% with food safety, and 11.5% with brands As can beobserved from above, buyers are most concerned with the product's price and quality, followed

by its flavor

As a result, companies must develop a pricing plan as well as a product quality strategy

in order to make Chocopie cakes that meet the expectations of consumers in the future.Customers are also concerned about it

Chart 2.7: The pie chart shows that customers often buy chocolate cakes as gifts

Chocopie was chosen as a present for holidays or special occasions by 62.2% in a study

of 200 people The remainder is utilized for various reasons, although the majority is for personal

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Chart 2.8: The bar chart showing the most popular flavors of chocopie

According to 200 chosen surveys, HUFLIT students preferred the traditional flavor ofChocopie (which accounted for 88%) the second group preferred the taste of Matcha (whichstood for 29.5%), and the third group preferred the taste of Matcha (which accounted for 29.5%)(this group accounted for 29.5%) Strawberry is the third most popular taste (20%), followed bybanana (14.5%), and finally, 7.5%

According to the findings, HUFLIT students still prioritize the classic flavor of Chocopiewhile purchasing Chocopie However, in order to suit the expectations of customers, Orion willneed to develop a variety of Chocopies in a variety of flavors in the future

Chart 2.9: The pie chart shows the customer's perception of the quality of Chocopie

Customers' major concern when starting to buy something is perceived quality, althoughquality is a measure of a brand's worth Chocopie Orion has been one of the most popular items

in recent years The taste of Chocopie cake is highly valued, according to the results of thesurvey Chocopie's flavor was evaluated as good by up to 71.4% Orion's Chocopie cakes aredistinguished by their softness, delectability, and nuance in each layer of chocolate that excitesconsumers' taste buds

Chart 2.10: The pie chart shows customer interest in Orion's marketing strategy

According to the chart 2.12, specifically 64.5% of Huflit students are interested in thecompany's marketing mix campaign This illustrates that today's consumers are especiallyinterested in product information, communication, and advertising that effectively depict the truecharacter and honesty of product and service quality, allowing them to obtain greater value fortheir money

Chart 2.11: The pie chart shows customers' impression of Chocopie's advertisement

According to chart 2.12, the cake marketing impresses up to 80.8% of Huflit studentswho used Chocopie Bakery customers are most familiar with product information via televisioncommercials, electronic websites, newspapers, and other media, which are the most widely usedcommunication techniques nowadays As a result, it is extremely successful when students aremore exposed to the Internet, which has changed Huflit students' Chocopie purchasing behavior

in terms of psychology and culture

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Rấất Đồồng ý Đồồng ý Bình th ườ ng Khồng đồồn 0

10 30 50 70 90

Chart 2.12: The column chart shows that customers agree with the price as a reason to

choose Chocopie

The price of a product has a significant impact on its market demand The organizationhas a "competitive pricing approach" based on customer demands Orion pursues a quality-firstapproach based on cost-based pricing, with customer views of the product playing a significantinfluence

The pricing of chocopie cake was rated "agree" by 125/200 respondents as the reasonwhy students chose to buy chocopie cake Chocopie may readily access student behavior withreasonable pricing that are suited for the majority of Huflit students Students can supplyadequate energy and efficiently battle hunger for the price of 9,000 VND, which is comparable to

1 box of 2 cakes There's no need to over-prepare; simply unzip the bag and carry a few neatlywrapped cakes for a delectable, compact, yet nevertheless high-energy snack

Chart 2.13: The column chart shows that customers agree with Chocopie to be used

for gifts and used during Tet

Chocopie Orion has been around for a long time in Vietnam, and it has progressivelybecome an important present for Tet or any other occasion For Vietnamese customers, the sight

packaging, elegance, and a delectable flavor at a fair price for Vietnamese customers According

to the survey, 64.5% of respondents (129-135/200) believe that chocopie is given as a present tofamily and friends on any occasion Students can use Chocopie cake to convey their emotionsand confidants that they haven't been able to share with their families, friends, or instructors in along time

Rấất đồồng ý Đồồng ý Bình Th ườ ng Khồng đồồn 0

10 20 30 40 50 60 70 80 90

Chart 2.14: The column chart shows that the customer agrees that Chocopie has many

messages

The majority of students believe Chocopie's comments inspire a lot of love and sharing inlife, as seen in Chart 2.14 Customers understand and approve the statement "Tinh nh Chocopie"with the term "Tnh" on the product box, with 34% genuinely agreeing, 41.5% agreeing, and 0%disapproving To distinguish itself different from other businesses' marketing endeavors,Chocopie established a campaign called "Share images, share love" with the criterion ofconsumer-centricity and enabling individuals to express their thoughts and emotions

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1.Strongly disagree 2 Disagree 3 Normal 4 Agreed 5 Strongly agree Chart 2.15: The bar shows shows the level of customer satisfaction for companies:

Orion, Kinh Do, Bibica

Based on the result of 200 form from Huflit student, the majority answer come in very positive Based on the result of 200 form from Huflit student, the majority answer come in verypositive and only 12% responded in dislike in this case we will consider changing someapproaching strategy to make the last 12% responded in positive result

With the result, Orion have the highest rating for positive outcome than the two that isKinh Đô and Bibica

That means Orion have higher supporter than the other two and we will continue toimprove our customer the best service to keep customer supporting Orion

Chart 2.16: The pie chart shows customers will continue to use Chocopie in the

future

Based on the result, 95,5% of the participants are very satisfy with our product and 4.5%consumer don’t want to continue to use chocopie anymore

With the result, the majority of the Huflit student want to continue to use the product and

we will consider and make changes to satisfy Huflit student in the last 3,8%

17 What do you love most when it comes to chocolate cake?

Based on the result , 82% of the result are abut the flavor and the taste of the cake.6% is about the advertising and 12% didn’t have any comment

With the result, show that most of Huflit student are satisfy about the product and we willtry to understand more about the last 18% customer to satisfy their needs

18 What ideas do you have to contribute to Orion's marketing mix?

Based on the result, 72% of people survey answer no opinion, the other 16% want to have morepromotion about the product and the last 12% want to improve in advertising strategy by otherways

With the result, most of the student who did the survey have no opinion and we willconsider the possibility of the last 28% which is very interesting for marketing strategy

CHAPTER 3: RECOMMENDATION AND CONCLUSION

3.1 Recommendation

According to the preceding data, Vietnamese consumers, particularly Huflit students, arequite satisfied with Chocopie's present quality Orion has to build a product strategy, with aspecial focus on packaging and logo design, if it wants to generate a stronger marketing mix inthe future Packaging and logo design are both highly important in today's industry It issignificant because it has the power to assist customers in distinguishing between Chocopie andother companies' goods and services, therefore fostering customer intimacy and trust.Furthermore, while selling items without packaging or labeling, the firm cannot establish its ownpricing, but after packaging and branding are in place, the company may set its own rates toincrease Orion's value and competitiveness Orion should also focus on quality, hygiene, safety

as well as the variety of designs and flavors to be able to produce perfect Chocopie cakes,meeting all the needs of customers

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