Developing the marketing mix (4p) strategy for “ lò bầu cổ renaissance” a multi sensory pottery art and heritagr experience in bat trang ceramic village

Lò bầu cổ” in Bat Trang isn't just a destination; it's a gateway to the world of traditional Vietnamese ceramic art. This is a place where you not only get to personally craft unique ceramic products but also touch history through the ancient bricks of the traditional firing kiln. Here, Bat Trang artisans will guide you meticulously from start to finish, from getting acquainted with the soft, pliable clay to learning the mesmerizing technique of pottery throwing on the wheel, and even decorating pieces with your own personal flair. Every step is a lesson in meticulousness, patience, and creativity. More than just a recreational activity, the ceramic making experience at Lò bầu cổ is a profound cultural journey. You'll gain a deeper understanding of the traditional charcoal-fired kiln process, feel the breath of the hundred-year-old craft village, and personally create a souvenir imbued with the soul of Vietnam. This will undoubtedly be an unforgettable memory, awakening your creativity and fostering pride in the nation's traditional cultural heritage.

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF ECONOMICS AND BUSINESS

DEVELOPING THE MARKETING MIX (4P) STRATEGY FOR “ LÒ BẦU

CỔ RENAISSANCE”: A MULTI-SENSORY POTTERY ART AND HERITAGR EXPERIENCE IN BAT TRANG CERAMIC VILLAGE

24052288 Tài chính ngân hàng 4

TS Hoàng Đàm Lương Thúy

Contents

I Introduce briefly about the the Pottery-making experiential tourism service

at “Lò Bầu Cổ” 3

II The factors related to the marketing environment 3

2.1 Macro-environment 3

2.2 Micro-environment 6

III The process of market segmentation, choosing targeted market and product positioning 8

3.1 Market segmentation 8

3.2 Market targeting 9

3.3 Market positioning 9

IV The factors impacting customer behaviour towards this service 10

4.1 Cultural Factors 10

4.2 Social Factors 11

4.3 Personal Factors 11

4.4 Psychological Factors 12

4.5 Customer Journey Map 12

V Synthesize the analyses from (II, III, IV) to develop a specific Marketing Mix(4P) strategy 13

5.1 Summarize content 13

5.2 Marketing Mix (4P) strategy 13

5.2.1 Product (Experience Product/Service) 13

5.2.2 Price (Pricing Strategy): 16

5.2.3 Place 17

5.2.4 Promotion 18

VI Conclusion 20

Credit 21

I Introduce briefly about the the Pottery-making experiential tourism service

at “Lò Bầu Cổ”

“Lò bầu cổ” in Bat Trang isn't just a destination; it's a gateway to the world of traditional Vietnamese ceramic art This is a place where you not only get to personally craft unique ceramic products but also touch history through the ancient bricks of the traditional firing kiln Here, Bat Trang artisans will guide you meticulously from start

to finish, from getting acquainted with the soft, pliable clay to learning the mesmerizing technique of pottery throwing on the wheel, and even decorating pieces with your own personal flair Every step is a lesson in meticulousness, patience, and creativity More than just a recreational activity, the ceramic making experience at Lò bầu cổ is a profound cultural journey You'll gain a deeper understanding of the traditional charcoal-fired kiln process, feel the breath of the hundred-year-old craft village, and personally create a souvenir imbued with the soul of Vietnam This will undoubtedly be

an unforgettable memory, awakening your creativity and fostering pride in the nation's traditional cultural heritage

- Heritage Preservation and Promotion Policies: Bat Trang is a traditional craft village with a long history Policies on heritage preservation, restoration, and the recognition of artisans contribute to maintaining the "soul" of the craft village, ensuring authenticity and appeal for the ceramic experience This not only

preserves the traditional craft but also provides a sustainable resource for tourism

- Visa and Immigration Policies: The openness in visa policies (such as bilateral visa exemptions, e-visas) directly attracts international tourists to Vietnam and, subsequently, to Bat Trang A more relaxed policy helps reduce barriers for international visitors, facilitating growth in this market segment

- Political Stability and Security: Vietnam is recognized for its stable political environment, ensuring security and safety for tourists This is a significant advantage, providing peace of mind for travelers when choosing their destination

b Economic:

+ Economic Growth and Income:

- For domestic tourists: Stable economic growth in Vietnam leads to an increase

in per capita income, subsequently raising spending on entertainment and tourism This boosts demand for cultural experiences and craft village exploration among families and friend groups (In 2024, the number of domestic tourists is estimated to reach 110 million trips, an increase of 1.6% compared to the same period last year.(according to the Hanoi Department of Tourism report))

- For international tourists: The recovery and growth of the global economy, particularly in potential source markets (such as South Korea, Japan, Europe, the US), will drive up the number of international visitors to Vietnam and Bat Trang, generating significant revenue (In 2024, the number of international tourists increased by 38.9% compared to 2023, according to the Hanoi Department of Tourism report)

+ Exchange Rates: Exchange rate fluctuations can influence international tourists' decisions A relatively weaker Vietnamese Dong compared to some major foreign currencies can make tourism in Vietnam more attractive and affordable for international visitors

+ Infrastructure Investment: Investment projects in transportation infrastructure (such as upgrading roads and bridges) make Bat Trang more easily and quickly accessible from central Hanoi or surrounding areas, attracting a larger number of day-trippers

Credit: Vietnam Briefing(2024)

Credit: International Monetary Fund(IMF)

c Social:

- Experiential Travel Trend: Tourism demand is strongly shifting from mere

"sightseeing" to "hands-on experiences" and "exploring local culture."Ceramic-making experiential tourism in Bat Trang perfectly aligns with this trend, attracting tourists who want to create their own products and gain a deeper understanding of the handicraft process

- Educational and Exploratory Demand: Families and schools are increasingly interested in extracurricular educational activities where children and students can learn through practical experience Bat Trang offers an ideal environment

to explore the history, culture, and art of ceramics

- Appreciation of Traditional Cultural Values: Vietnamese people are increasingly aware of the importance of preserving and promoting national cultural values The pride in Bat Trang pottery is not only a factor attracting tourists but also a driving force for the community to jointly develop tourism d.Technological

The adoption of digital technologies significantly enhances the visitor experience

in Bat Trang Online booking systems, e-wallet payments, and social media marketing make it easy for tourists to access and engage with ceramic workshops On the production side, the use of energy-efficient kilns and quality control technologies helps reduce costs, improve product consistency, and lower environmental impact—while still preserving traditional craftsmanship

e Legal

Bat Trang’s tourism activities operate under a well-defined legal framework The Tourism Law outlines service standards and business rights, ensuring transparency Labor laws guide fair treatment and training of staff and artisans Regulations on safety, hygiene, and construction help maintain a secure and organized environment Additionally, intellectual property protections safeguard Bat Trang’s unique ceramic designs, promoting creativity and cultural integrity

g Environmental

- Geographical Location and Landscape: Bat Trang is located near the center of Hanoi, making it convenient for tourists to travel However, maintaining a

clean, fresh, and beautiful craft village environment is crucial to create a positive impression on visitors

- Environmental Pollution: Traditional ceramic production activities can generate dust, smoke from kilns, and waste Issues of air and water pollution, and waste management are significant challenges If not well-controlled, pollution can reduce the appeal of the craft village and negatively impact the health of tourists and the community

- Climate Change and Weather: Extreme weather events (intense heat, prolonged heavy rain) due to climate change can affect tourists' itineraries and comfort, especially for outdoor activities or travel In the long term, climate change could also impact the supply of clay raw materials

- Environmental Awareness: Raising environmental awareness among the local community, businesses, and tourists is a key factor for maintaining a sustainable tourism environment "Green tourism" initiatives and plastic waste reduction can be implemented

2.2 Micro-environment

Analysis using the SWOT Model for Pottery-Making Experiential Tourism in Bat Trang Village, Hanoi The SWOT model focuses on Strengths, Weakness, Opportunities and Threats that directly influence pottery-making experiential tourism activities in Bat Trang village

a Strengths

- Long-standing History and Reputation: Bat Trang is a famous traditional pottery village with over 500 years of history This reputation and rich cultural heritage create a strong attraction, acting as a self-sustaining "brand" that requires little advertising Tourists come to Bat Trang not just for the experience but also to learn about a part of Vietnam's cultural heritage

- Favorable Geographical Location: Bat Trang village is not far from Hanoi city center (about 15-20km) This is very convenient for tourists, especially domestic and international visitors staying in Hanoi, making it easy to travel

by various means (motorbikes, cars, buses) for day or half-day trips

- Skilled and Dedicated Artisans and Potters: The village boasts many artisans and potters with years of experience, masterful skills, and a passion for their craft They directly guide visitors, imparting knowledge and inspiration, creating the core value of the pottery-making experience

- Ability to Provide Authentic, Unique Hands-on Experience: The greatest strength is that visitors can personally mold clay, shape, decorate, and even fire their own products This is a highly interactive activity, both educational and entertaining, creating unforgettable memories and personalized souvenirs

- Increasingly Improved Tourism Infrastructure: Ceramic workshops, experiential centers, exhibition areas, and dining and resting services in the

village are increasingly invested in and upgraded, better meeting the needs of tourists

b Weaknesses

- Environmental Pollution Issues: Traditional pottery production still generates smoke and dust from kilns, wastewater, and solid waste, affecting the air quality, water sources, and general landscape of the village This can diminish the tourist experience, especially for those interested in green tourism

- Inconsistent Service Quality: While there are many good establishments, there

is still an inconsistency in service quality among different workshops/experiential facilities (price, service attitude, space) This can lead

to negative experiences for visitors and affect the overall image of the village

- Noise and Crowded Spaces: On peak days, the village can become crowded and noisy The space in some pottery workshops is still quite narrow, affecting the comfortable experience of visitors

c Opportunities

- Strong Growth in Experiential and Cultural Tourism Trends: As mentioned in the macro-environment, tourists are increasingly seeking authentic, unique, and educational experiences Bat Trang perfectly meets this demand

- Growth of Domestic and International Tourism: Vietnam's developing economy and rising income lead to a large domestic tourism demand Along with the recovery and growth of international tourism, Bat Trang has the opportunity to welcome a larger number of visitors

- Support from State and Local Policies: Policies encouraging craft village tourism, heritage preservation, and community tourism development from the government and Hanoi authorities are great opportunities for Bat Trang to receive support in terms of funding, training, and promotion

- Development of Technology and Social Media: The use of digital platforms for promotion, booking services, and sharing experiences (reviews, viral videos) can help Bat Trang reach a large number of potential tourists effectively and cost-efficiently

d Threats

- Competition from Other Craft Villages and Tourist Destinations: Vietnam has many other traditional craft villages (Van Phuc silk village, Dong Ho painting village ) and cultural tourist destinations that also offer similar or alternative experiences Bat Trang needs to maintain its uniqueness and quality to compete

- Threats from Counterfeit, Knock-off, and Low-Quality Products: The market may see counterfeit or low-quality ceramic products falsely claiming to be from Bat Trang, affecting the reputation and brand value of the craft village

- Over-development Leading to Loss of Original Landscape and Culture: Without strict planning and management, rampant tourism development can

lead to the loss of traditional beauty, peaceful village spaces, and transform the craft village into merely a commercial area

Build ST Utilize Bat Trang's reputation and ceramic quality to combat

counterfeits, while building a strong brand to deal with competition Implement WT Re-plan space, strictly control prices and quality to protect the

image, and minimize risks from negative external factors

III The process of market segmentation, choosing targeted market and product positioning

3.1 Market segmentation

Geographic

Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioral Segmentation

who might include

Bat Trang as part

of their broader

*Age:

Children/Students (6-18 years old): Often part of school trips, family outings, seeking fun, educational, and hands-

on activities, young Adults/families with Young Children (18-45 years old): Seeking unique experiences, creative outlets, family bonding activities, and Instagrammable

moments, aged/Seniors (45+ years old): Interested in cultural learning, traditional crafts, leisurely activities, and potential souvenir shopping

middle-*Culture Enthusiasts:

Deeply interested in Vietnamese traditions, history, and craftsmanship

* Experiential Seekers:

Prioritize

hands-on learning and unique,

memorable activities over passive

sightseeing

*Creative Individuals:

Enjoy artistic expression, DIY activities, and

*Occasion of Use: Weekend trips, holiday trips, school excursions, corporate team building, personal leisure, short day trips from Hanoi

* Benefits Sought:

Education, entertainment, stress relief, unique souvenir creation, cultural immersion, social bonding

* Occupation/Education:

Groups like students, corporate employees (for team building), artists, or craft enthusiasts might have specific interests

making personalized items

* Values:

Tourists who value

authenticity, local

craftsmanship, sustainability, and supporting traditional communities

* Loyalty Status:

Tourists who frequently visit craft villages or cultural sites

3.2 Market targeting

+ Families with Children (Local and Domestic Tourists)

- Reasons: This segment highly values educational, interactive, and friendly activities Bat Trang offers a perfect blend of learning, creativity, and fun, allowing families to bond and create lasting memories (and tangible souvenirs) Its proximity to Hanoi makes it an ideal day trip

family Characteristics: Often seek valuefamily forfamily money experiences, prioritize safety and convenience, highly influenced by word-of-mouth and social media

+ Young Adults & Experiential Seekers (Domestic and International Tourists)

- Reasons: This group is actively looking for unique, authentic, and worthy" cultural experiences They are comfortable with hands-on activities and often use social media to document and share their adventures International tourists, especially, seek genuine cultural immersion

"share Characteristics: Tech"share savvy, independent travelers, value authenticity, willing

to spend more for quality experiences, highly influenced by online reviews and travel blogs

3.3 Market positioning

+ The elements of positioning

- Authenticity and Heritage: Emphasize Bat Trang's 500+ years of history, the genuine craftsmanship, and the opportunity to learn directly from skilled artisans This differentiates it from generic craft workshops

- Unique Hands-on Experience: Highlight the highly interactive nature of the activity – not just watching, but actively participating in the creation process from clay to finished product This is the core appeal

- Educational and Engaging: Position it as a valuable learning experience for all ages, combining fun with cultural insight and artistic expression

- Personalization and Souvenir Value: Focus on the tangible outcome – a unique, self-made souvenir that holds personal significance, far beyond a mass-produced item

- Accessibility and Convenience: Leverage its close proximity to Hanoi as a key advantage for day trips and easy access

- Competitor Positioning: Differentiate from other cultural sites or craft villages

by stressing the unparalleled hands-on pottery experience

+ Communication of Positioning

- Marketing Messaging: Use taglines and descriptions that highlight the

hands-on, authentic, historic, and personal aspects of the experience

- Visuals: Utilize high-quality images and videos showcasing people actively engaging in pottery making, the traditional village atmosphere, and beautiful finished products

- Partnerships: Collaborate with tour operators, schools, and corporate event planners to tailor packages that emphasize the unique value

- Online Presence: Optimize website content and social media presence with keywords related to pottery workshop Hanoi, Bat Trang craft experience, family activities Hanoi

IV The factors impacting customer behaviour towards this service

Specific Enthusiast Groups

oriented Subculture Vietnamese

Subcultures like DIY enthusiasts, art and craft lovers, heritage explorers, or

For many Vietnamese families, weekend outings are

an important

Bát Tràng is accessible to a wide range of income levels, those in middle to upper social classes may have more disposable