Marketing management marketing project plan

Although there are many campsite business services, experiencing the moment of waking up on the lake is almost unknown in the current outdoor tourism market.. Defining Mission Statement

HO CHI MINH OPEN UNIVERSITY

BUSINESS ADMINISTRATION MAJOR

MARKETING MANAGEMENT

MARKETING PROJECT PLAN

Lecturer: Lê Duy Khang

Members: 1 Mai Thị Linh Chi – 2254012031 (leader)

6 Nguyễn Minh Quang – 1954012282

Ho Chi Minh City, April 24, 2024

Marketing Project Plan Group: 1

1

TABLE OF CONTENTS

PART 1 CHOOSING A NEW PRODUCT 2

PART 2 THE CONTENT OF MARKETING PLAN 2

2.1 Excutive Summary 2

2.2 Defining Mission Statement 2

2.3 Goal: Setting Goal following Mission Statement Philosophy 2

2.4 Objectives: Setting SBU’s Objective to achieve the Goals 3

2.5 Situation Analysis 3

2.6 Marketing Strategy 6

2.6.1 Product 6

2.6.2 Price 7

2.6.3 Place 7

2.6.4 Promotion 7

2.6.5 People 8

2.6.6 Process 8

2.6.7 Physical Evidence 8

2.7 Implementation 8

2.7.1 Product 8

2.7.2 Price 9

2.7.3 Place 10

2.7.4 Promotion 11

2.7.5 People 13

2.7.6 Process 13

2.7.7 Physical Evidence 14

REFERENCE 15

Marketing Project Plan Group: 1

PART 1 CHOOSING A NEW PRODUCT

Inspired by a combination of beach resort apartments and camping spaces

abroad, we have created a new picnic service model of camping on the lake with

European style.

With the purpose of giving customers the feeling of being abroad without having

to travel to the place In addition, enjoying the atmosphere in the middle of the lake surrounded by clear water and green trees, customers will be immersed in nature on weekends after days of living with traffic fumes and and noisy urban atmosphere Although there are many campsite business services, experiencing the moment

of waking up on the lake is almost unknown in the current outdoor tourism market

PART 2 THE CONTENT OF MARKETING PLAN

2.1 Excutive Summary

Our lakefront camping service offers a unique blend of European elegance and outdoor adventure, providing guests with an unforgettable experience nestled amidst the serene beauty of nature Drawing inspiration from coastal resorts and foreign expeditions, our service promises a luxurious yet authentic camping adventure on the tranquil shores of the lake

2.2 Defining Mission Statement

European-style lakeside camping service was created with the mission of promoting multicultural tourism in Vietnam by providing unique experiences of international quality but with Vietnamese cultural values

2.3 Goal: Setting Goal following Mission Statement Philosophy

Becoming a pioneering enterprise in raising awareness of cultural and tourism exchanges between Vietnam and Europe

Marketing Project Plan Group: 1

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2.4 Objectives: Setting SBU’s Objective to achieve the Goals

a Short-term goals (1-2 years):

+ Annual revenue growth of 15%

+ Increase brand recognition by 10%

+ Increase customer retention rate up to 65%

+ Becoming an attractive place on holidays

b Long-term goals (3-5 years):

+Market share in Ho Chi Minh City reaches 15%

+ Customer satisfaction level always reaches over 90%

+ Develop, improve and expand services

+ Expanding scale to other areas outside Ho Chi Minh

2.5 Situation Analysis

a Market Research

+ Research on Vietnam tourism market:

• During the Covid – 19 pandemic:

Vietnam's tourism industry faces unprecedented difficulties From May 2020, Vietnam stopped welcoming international visitors, only domestic tourism activities remained But the domestic tourism market is also affected by social distancing during the outbreak

The Covid-19 epidemic forces the tourism industry to focus on developing domestic tourism Tourism must perform "dual tasks" at the same time The tourism industry has twice implemented a domestic tourism stimulus program in May 2020 (with the theme "Vietnamese people travel to Vietnam") and September 2020 (with the theme "Safe and attractive Vietnam tourism)

• After the Covid -19 pandemic:

70% of Vietnamese tourists are looking for new technological advances to flexibly change their travel plans

90% of travelers prioritize the ability to change rooms at the last minute when booking in summer 2021

Marketing Project Plan Group: 1 79% of Vietnamese travelers are interested in innovative services that can predict safe countries to travel to or automatically suggest destinations based on local

or national Covid-19 prevention requirements that family

There is a study showing that 88% of Vietnamese tourists revealed that the pandemic has motivated them to change their perspective and desire to pursue a more active lifestyle, which may include choosing outdoor activities Paradise is like camping Based on some sources, it can be seen that the camping tourism model is increasingly popular in Vietnam

+ Camping needs:

Vietnamese people love gentle adventure experiences: Camping models are gradually gaining popularity and replacing old travel methods due to stimulating adventure and emotions

TGM Research has just announced the results of "TGM Global Travel Survey 2023" with the participation of more than 8,100 respondents aged 18-64, including

261 respondents from Vietnam The survey was conducted in 21 countries on 6 continents

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+ International travel needs:

Vietnam's outbound tourism demand has increased the most in Southeast Asia (based on Google Search) Q4'22 increased 224% compared

to Q4'19

When traveling internationally, Vietnamese people are very interested in countries in Southeast Asia The 3 destinations outside Southeast Asia are Australia, America and Japan

b Competitors Analysis

Camping in the lake area is not uncommon, currently there are 2 famous lake camping locations near the city We chose the Tri An lake area for the service, and Tri An lake also has Dong Truong Eagle Island and Ma Da forest for tourists to visit

+ Ma Da Lakeview Camping

This is a resort on the banks of Tri An Lake with many different types of activities from fishing, boating to BBQ In addition to the wooden houses, there is also an outdoor tent area for customers to rent The cost for one day here is 700,000 VND/person

+Napy Garden

Napy offers a variety of services, from lakeside restaurants, homestays to glamping

In addition, this place also has services for organizing birthday parties or weddings, and team building for organizations But the cost for the combo package here is quite high, about 1.500.000 VND/person

Marketing Project Plan Group: 1

c SWOT Analysis

- Novelty: this model has never appeared in

Vietnam, so it may attract the curiosity of

those who love new experiences

- Location: near the city, only takes 1 hour

30 minutes to travel

- Because it is a new service, it does not have a strong foothold in the current outdoor service market

- Camping can pollute water and soil if

not done responsibly

OPPORTUNITIES THREATS

- Prices are average in the market but

customers can experience a space with a

European vibe without having to go abroad

- Weather in the lake area can change quickly and is difficult to predict (such

as rainstorms) will affect camping on the lake

2.6 Marketing Strategy

2.6.1 Product

a Product strategy

We use product innovation strategy, specifically: we create European-style camping services with the scenery and feeling of being in a foreign country without having to go there directly But to optimize the experience, we set up tents on the lake When customers step out, they will feel water all around them instead of camping on the ground and looking out at the lake

b Target customer

- Adult (18 - 35 years old)

- Income: about 4.000.000 to 10.000.000

- Lifestyle: likes to experience life in harmony with nature and tranquility In addition, they have an interest in traveling to other countries or cities but do not have enough time or money A campground that meets those issues will get their attention

- Location: In the inner city most city people living in buildings will tend to prefer places in ,

harmony with nature because that is also how they relax after stressful moments in life

Marketing Project Plan Group: 1

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2.6.2 Price

a Consumer psychology

+ Clear Price Communication:

• Providing transparent pricing: Avoid unclear fees, surprise fees, and complicated pricing structures

• Price comparisons: the same product but one with a lower price will be preferred

+ Psychological Pricing:

• Odd-even pricing: for example, 1,999,999 VND instead of 2,000,000 VND, may make the price more appealing

• Pricing emphasizing savings and value, such as "Two days one night" or

"Includes free breakfast"

• Highlighting limited-time discount programs, savings, and offers may create a sense of urgency and make consumers more likely to purchase

b Price strategy

Because it is a new type of service, a penetration pricing strategy should be used to ensure survival during the initial launch of the service Therefore, researching current market prices is necessary for setting objectives

2.6.3 Place

With the rapid development of the internet and social networks, the service uses

a direct distribution strategy, because this is also the best strategy to reach and

connect closest to customers services using direct distribution channels

In addition, use a selective distribution strategy to cooperate with third parties related to tourism such as: online travel platform, tour companies

2.6.4 Promotion

Use discount promotion strategies to attract customers to use the service This

based on psychology, customers are often attracted to discount programs and incentives

Marketing Project Plan Group: 1

2.6.5 People

The success of the service depends greatly on customer satisfaction, which means having a thorough recruitment and training process At the same time, create

a working environment with remuneration policies to motivate employees to work better

2.6.6 Process

Customer Acquisition and Retention process: focus on developing service

quality to retain current customers

Feedback and Improvement Process: collect service feedback and complaints

to improve services and create better experiences

2.6.7 Physical Evidence

Focus on building high quality picnic facilities and supporting customers to solve problems quickly and effectively to increase reliability

2.7 Implementation

2.7.1 Product

There are 2 types: Sightseeing and package services:

• If choosing sightseeing, customers can either bring their own equipment or choose to rent equipment from the service with separate rental fees

• If customers choose the package service, they will use the camping service along with food and entertainment services

+ Package service

Group/Family 2 people 1 person

Standard (STD)

- twin bedroom

- triple bedroom

- single tent

- sleeping bag

- twin bedroom

- double bedroom

- single tent

- sleeping bag

- single bedroom

- single tent

- sleeping bag

Superior (SUP)

- twin bedroom

- triple bedroom

- dinner

- twin bedroom

- double bedroom

- dinner

- single bedroom

- dinner

- vintage tent

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- vintage tent

- mattress

- vintage tent

- mattress

- mattress

Deluxe (DLX)

- twin bedroom

- triple bedroom

- breakfast & dinner

- glamping bell tent

- pallet bed

- twin bedroom

- double bedroom

- breakfast & dinner

- glamping bell tent

- pallet bed

- single bedroom

- breakfast & dinner

- glamping bell tent

- pallet bed

+ Single service:

• Equipment and camping gear rental service: folding tables and chairs, grill, camping tarp

• Entertainment services: kayaks, sups, bicycles

• Customized party organization service: customers can request party organization based on their desired concept for special occasions like anniversaries, birthdays,…

2.7.2 Price

+Entrance ticket price

Entrance ticket (with entertainment service) 150.000 VND

Entrance ticket (not using entertainment services) 50.000 VND

+ Cost of using tent (unit: 1 person) – included entertainment service fee

Kind of room Group/ Family 2 people 1 person

Standard (STD)

Twin bedroom 489.000 389.000 -

Double bedroom 489.000 389.000 -

Superior (SUP)

Twin bedroom 589.000 489.000 -

Marketing Project Plan Group: 1 Double bedroom 589.000 489.000 -

Deluxe (DLX)

Twin bedroom 889.000 789.000 -

Double bedroom 889.000 789.000 -

+ Entertainment service costs

- Set up party upon request 1.500.000

+ Equipment rental costs

Type of device Price

Picnic tables and chairs 150,000/set/4 people

Compensate for damage 50,000 - 500,000/item depending on value

2.7.3 Place

a Distribution channel

Customers can search for information and make reservations through the distribution channel:

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+ Official website: provides detailed information about services, tour packages,

camping locations, activities and amenities as well as contact information and online reservations

+ Online travel platforms: Traveloka, Agoda, Booking.com…

+ Service hotline: under the support of switchboard staff

b Distribution location

Address: Tri An Lake, Vinh Cuu District, Dong Nai Province

2.7.4 Promotion

a Single offers

Promotion Time Participants

Form of participation

Procedures for receiving incentives

Promotion on

opening day

From

22/05/2025

to

22/06/2025

All guests using the campground's services

50% discount

on all campsite services

+Customers reserve seats via the website +Customers buy tickets directly at the camp gate Check - in to

receive voucher

Every day

of the year

All guests using the campground's services

Receive a 10%

discount voucher for your next service use (expiry date: 1 year from date

of receipt)

+ Customers post photos checking

in to the campsite + Customers like and share posts from fanpage + All posts are public

b Annual incentives

Marketing Project Plan Group: 1

Promotion Time Participants Form of

participation

Procedures for receiving incentives

Summer

promotion for

students and

U22

From 01/06

to the end of

31/08

+ Students + Young people under

22 years old

50% discount

on service usage value

+Enter code MUAHEHSSV when booking through the website + Present citizen identification card

or student card when buying tickets directly at the campsite Anniversary of

establishment

(birthday

month): 30%

discount on

service use

From 22/05

to 05/06 (2

weeks)

All guests using the campground's services

+30% discount

on service usage value +15% voucher for next service use (expiry date: 6 months from date of receipt)

+Customers reserve seats via the website +Customers buy tickets directly at the camp gate

Promotions on

holidays

- Holidays:

April 30,

May 1,

September 2

(only takes

place on

holidays)

All guests using the campground's services

40% discount

on service usage value

+Customers reserve seats via the website +Customers buy tickets directly at the camp gate