Project report business marketing the pusa company

COMPANY INTRODUCTION1.1Introduction PUSA Beverage Company was established on February 20, 2022 and recently our company PUSA has launched an extremely unique product.. PUSA's products ar

PROJECT REPORT BUSINESS MARKETING: THE PUSA COMPANY

SUPERVISOR: MED HUYNH THANH QUANG GROUP: 7

CLASS: 19DTAA3

HO CHI MINH, DECEMBER 2022

HO CHI MINH UNIVERSITY OF TECHNOLOGY MINISTRY OF EDUCATION AND TRANING FACULTY OF ENGLISH LANGUAGE

GROUP OF MEMBERS

GROUP 7

PART 1 COMPANY INTRODUCTION 5

1.1 Introduction 5

1.2 LOGO 5

1.3 Activities Involved In 6

1.4 Consumers and Competitors 6

1.5 Plans for the future 7

PART 2 BRAND INDENTITY 7

2.1 Brand Trademark: 7

2.2 Brand Production 8

PART 3 SWOT ANNALYSIS 9

3.1 Strengths 9

3.2 Weakness 9

3.3 Oppoturnities 9

3.4 Threats 10

3.5 Strengths – Oppoturnities 10

3.6 Oppoturnities– Weakness 10

3.7 Strengths – Threats 11

3.8 Weakness-Threats 11

PART 4 PESTEL ANALYSIS 11

4.1 Political 11

4.2 Economic 12

4.3 Social Factors 12

4.4 Technological 13

4.5 Enviromental 13

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4.6 Legal 14

PART 5 4P’S 14

5.1 Product 14

5.2 Promotion 15

5.3 Price 15

5.4 Place 16

5.5 AIDA Marketing 17

5.6 Multiple Target Market Approach & Multichannel Distribution: 17

PART 6 SEGMENT-TARGETING- POSITIONING 18

6.1 Marketing segments 18

6.1.1 Demographic -Sociology 18

6.1.2 Pyschology: 19

6.1.3 Customer behavior 19

6.1.4 Target market selection 20

6.1.5 Positioning 20

PART 1 COMPANY INTRODUCTION

1.1Introduction

PUSA Beverage Company was established on February 20, 2022 and recently our company PUSA has launched an extremely unique product It's barley flavored mineral water Have you ever thought about drinking beer-flavored mineral water? A special product for customers who want to enjoy the taste of beer in many ways or simply this product is aimed at customers who are allergic to alcohol as well as afraid to get drunk due to the effects of alcohol contained in beer and wine Making a difference with the criterion of 3 NO: NO Sugar, NO Alcohol and NO Calories PUSA is committed to giving customers a completely new experience compared to other soft drinks on the market PUSA's products are thoroughly tested and certified by the Department of Food Hygiene and Safety, as well as the Ministry of Health

satisfaction.Ingredients: Water, Barley Extract, Soluble Fiber, Synthetic Barley Flavor Blend, Acidity Regulator, Sodium Chloride, Antioxidant, Houblon Flower Extract, synthetic sweeteners It also contains large amounts of other natural substances, including magnesium, calcium, bicarbonate, sodium, sulfate, chloride, and fluoride.

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1.3 Activities Involved In

- Currently, PUSA is available in retail stores and convenience stores nationwide, customers can buy directly at points of sale as well as commercial centers in the area where they live.

- On the other hand, PUSA also cooperates with major e-commerce platforms and shipping companies with the desire to bring many shopping choices , so customers can comfortably order on apps : Shoppe food, Tiktok shop, Lazada.

- The main store of PUSA have been located at Nguyen Du Street, Ben Nghe Ward, District 1, so any questions about the products, customers can come directly to the store

or contact via the website www.pusa.com.vn of the company In addition, customers can also look up information, place orders as well as check the authenticity of goods through the QR code printed on the product PUSA ensures that our products when delivered to customers are always the best quality products.

1.4 Consumers and Competitors

- Environment is always an issue when it comes to industrial plants, knowing the importance of the environment, PUSA is always a pioneer in recycling as well as treating waste in an optimized way, environmentally friendly Select appropriate extraction methods according to the standards of the Ministry of Health and strictly implement management and supervision in the process of waste treatment to ensure that the clean water around the area of the plant does not affect to the water source of the people in the area.

 PUSA will deduct 10% of profits to donate to a charity fund, which will be sent

to remote areas to build school sites as well as support cleft lip and palate surgeries PUSA takes the fund milestone of 500 million, every time the profit extracted reaches the milestone, PUSA will immediately send the support

amount to the fund, so depending on the customer, the charity amount will be sent sooner or later.

PUSA Company is very happy to contribute a small part in supporting the children's dreams as well as being a motivation for them to confidently continue on the path of life.

1.5 Plans for the future

 After 1 year, PUSA will have branches across the country.

 There will be at least one new product every year.

 After 1.5 years, PUSA will have a certain position in the drinking water market.

PART 2 BRAND INDENTITY

2.1 Brand Trademark:

PUSA

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2.2 Brand Production

PART 3 SWOT ANNALYSIS

 No funding source yet

 No breakthrough: The design is not much different from other brands

 INGREDIENTS: MINERAL WATER IS RARE/NO SUPPLY OF MINERAL WATER.

=> THE SEARCH FOR RAW MATERIALS :> PRICE IS HIGHER than MINERAL WATER PRODUCTS IN THE MARKET.

3.3 Opportunities

 After the covid pandemic, customers have a demand for healthy products.

 A high rate of economic growth in the region (average of 6-8%/year), Vietnam is considered a potential market for beverage startups.

 Mergers and acquisitions: should find ways to buy shares and merge with competitors to expand market share and reduce competition.

 Distribution: increasing product distribution systems is the best way for beverage businesses to sell more quantity

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 Highly competitive with strong competitors such as : LEO,Chill light,Good mood.

3.5 Strengths – Opportunities

 New beverage stimulates customers' curiosity

 New products on the market, creating a breakthrough compared to competitors

 Reasonable price suitable for middle-income people

3.6 Opportunities– Weakness

The company's products are of good quality and reflect consumer trends But they are not popular yet, more advertising is the best way to inform customers -> Market penetration strategy

3.7 Strengths – Threats

 The era of consumer health comes first, more demands on health from customers for newly launched products

 New products have not a foothold in the market compared to competitors

 The novelty from the product does not have a good look for customers to trust

3.8 Weakness-Threats

 Product promotion costs are low, market penetration will not be easy for the company

 The design has not had a breakthrough, it is still difficult to attract consumers

 The company does not have many partners, affecting its ability to compete in the market

 The water only has the smell of barley, those who do not like this smell will not be interested in the product, losing a large number of customers.

PART 4 PESTEL ANALYSIS

4.1 Political

 Vietnam has a single party that controls the whole country, the Communist Party of Vietnam With a one-party system, Vietnam is showing political stability, which is always a great advantage compared to other countries in the world.

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 A system of tools and policies of the State that have an impact on marketing activities such as tax policy, financial policy, monetary policy, foreign policy, and economic development policy

4.2Economic

 According to estimates of the International Monetary Fund (IMF), Vietnam's nominal GDP in 2020 will reach 340,602 billion USD, so demand is increasing Before the Covid-19 pandemic, it can be said that Vietnam has prevented the disease very well, maintaining non-negative economic growth in difficult years That shows that Vietnam is a well- developed country.

 The economy is basically stable, inflation is at 3.5 - 4.5 %/year Labor productivity improved with an increase of about 6.3 %/year With this growth result, by 2025, Vietnam's GDP per capita will reach about 4,688 USD, putting Vietnam in the group of high-middle-income countries.

 The after the Covid 19 pandemic exploded, increasing the ability to buy goods People's income and quality of life go up, which means the need to spend money

on products Especially healthy products.

4.3Social Factors

 Population speed: The current population of Vietnam is 99,307,204 people

as of December 21, 2022, according to the latest data from the United Nations The average age in Vietnam is 33.3 years old This presents a great opportunity for us to target 18-35 years old

 View of life: Our survey with 470 young people from 18 to under 28 The results show that occasional drinking, in which, the concept that "drinking

is a way to socialize, is an impossible means of transport Psychology: The Covid-19 pandemic will affect people's psychology, culture, and habits

However, on the other hand, this event will help people invest more in issues related to themselves, especially health care This shows that in the concept of students and young adults, the purpose of drinking alcohol is for communication and socializing in work or life " Fun, not drunk, healthy"

is one of the things that we want to aim for.

 Psychology: The Covid-19 pandemic will affect people's psychology, culture, and habits However, on the other hand, this event will help people invest more in issues related to themselves, especially health care

4.4 Technological

 Water treatment system: The top filter layer is quartz sand, The middle filter layer is activated carbon, and The last filter layer is through a 1.45÷1μm microfiltration system (also known as an osmosis filtration system) reverse RO) With such 3 layers of membranes, this device allows the device to remove suspended organic impurities in the water source - the cause of turbidity and balance the acidity and alkalinity (pH) within acceptable limits.

 UV sterilization: water will be put through a UV sterilization system, this process will kill all pathogenic bacteria and microorganisms in the water Whether the water meets the quality standard or not depends a lot on this step.

4.6 Legal

- PUSA always ensures safe and healthy products for customers with modern systems The company always follows food safety rules with product quality and human factors as the first priority.

- Health and safety law

 There are strict regulations pertaining to the health and safety of employees at the workplace

 Respected associations and institutions regularly check with businesses about implementation of safety nets, drill, and precautionary measures at the workplace

 The safety and health involves not only physical wellbeing, but also the emotional and mental wellbeing if employees.

 Beam Suntory Striving for Optimal Post-Acquisition Integration has placed high importance of the safety and health of its employees, a and continually strives to improve it further

- Employment law:

 The HR department of PUSA Striving for Optimal Post-Acquisition Integration also regularly conducts workshops and training sessions for employees to engage them, and make them aware of the employment laws, along with other legal formalities.

* PUSA products to the market: - large/mini cans (capacity) 330ml.

=> The company will constantly change new models On holidays, PUSA will have advertising programs Mid-Autumn / New Year will design new images according to that holiday.

=> The product is tested for food safety and quality by the Ministry of Health

*PUSA Co., Ltd also builds brand image through charitable activities such as: for every

10 products sold, we will deduct 30% of profits to contribute to charity fund… When the target is reached 500 million -> the fund will be sent directly by PUSA to children in difficult circumstances The fund will operate indefinitely Event Name: "Children of the Highland"

*Direct marketing: We will cooperate with famous restaurants: GOGI HOUSE, Kichi.

Kichi-=> Pusa always has a team of enthusiastic consultants to resolve customer complaints via hotline::190019999

- The product is popular with many people because the price is suitable for people with low to moderate income Price: 330ml 10,200

- With strategic competitive pricing, we have researched the market and verified the reasonable price based on the competitor's product: good mood / alcohol-free heineken.

- PUSA company is a newly established company on February 20, 2022 and the payback period is expected within the next 2 years The initial profit target will be 12% then gradually increase 17-20% of the total product value.

- We will apply the product to promotions, discounts / gift giving on big holidays: Mid-Autumn Festival / Christmas / New Year The program will take place at locations where PUSA products are sold: Lotte / Vincom

- PUSA Company bears all production costs and freight costs.

- Payment methods: customers pay by cash or by bank transfer for customers who buy in bulk Flexible payment applications: momo, zalopay, vnpay.

5.4 Place

-PUSA office: No20 Ly Tu Trong, District 1

-Hotline: 190019999

- Website: www.PUSA.Com.vn

-Facebook/ Instagram: The_PUSA_company

-Direct store: Nguyen Du, District 1

-Time: 8am-9:30pm

-In addition, The company is also associated with reputable e-commerce platforms in the Vietnamese market : Shopee/Lazada/Tiki/Tiktok

* Besides, we also distribute through intermediaries, PUSA products that will be made nationwide for many people to easily buy, cooperate with some large retail distributors in the market: Big C, Lotte

=> We always try to expand the market of good products for consumers

- Reputable shipping companies: Viettel post, GHN, GHTK, S express will cooperate with us for a long time

-To easily buy without going through too many intermediaries

-In rural areas, shopping habits through retail channels are much larger than that of supermarkets and e-commerce platforms At this time, the PUSA products -> department stores will help increase sales significantly.

5.5 AIDA Marketing

*Attention: we will invite MONO singer , Ngo Kien Huy singer, HIEU THU HAI singer

to promote each of our product and track their sales to plan and strategize for the future.

* Interest: (gift for customers As a way to promote the product we have just released

* Desire: PUSA's basic desire to give customers the best experience with the product and receive a lot of positive feedback on mass media platforms so that PUSA may develop more in the future

* Action: create great promotions:

-20% - 30% discount when buying in bulk

-Gift comes with buy 1 get 1.

5.6 Multiple Target Market Approach & Multichannel Distribution:

- Submarket 1: Student from 18 years old

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6.1.1 Demographic -Sociology

- Age: 18 to 40

- The company's products are made from: Water, barley extract, soluble fiber, a mixture of synthetic and natural barley flavors, acidity regulator, natural color, sodium chloride, anti-inflammatory agent oxidants, houblon extracts, synthetic sweeteners.

- Before buying, you should carefully read the ingredients and instructions for use.

6.5 2.5

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The size of each product market segment