"Develop the marketing plan for an online shop selling souvenirs and handicrafts" MARKETING PLAN 1.Introduction Vietnam has many handicraft production bases which have operated for long
Trang 1"Develop the marketing plan for an online shop selling souvenirs and handicrafts"
MARKETING PLAN
1.Introduction
Vietnam has many handicraft production bases which have operated for long time with wide and creative ranges of products They have made many products for daily life in Hanoi HM know where the best products are made and how to make them more friendly and attractive to you HM also know how to limit main shortcomings of production bases, at least in production supervision That is why the products of HM is spreading on the world market
Business model: HM worked in handicraft field since 1998 and has the first gallery set up in Hang Trong street Founded in 2005, HM joint-stock company
is continuing to expand its business
Product: HM is on the way to produce the latest products with unique designs for various materials and presentations, including lace, bamboo, ceramic, porcelain, lacquer ware, stone carvings, metal sculpture and horns
Production: HM whose products are made in 20 production bases of high quality, can accept large orders We are responsible for manufacturing products, packaging, supervision, transportation and delivery This is an advantage to ensure the best quality of HM
Trang 2 Marketing Network: HM is not just a retail store to serve tourists, HM is continuing to build a network of online sales with new designs
Services: HM will provide the best service whether it is the smallest product, a staff of customer service can advise clients in a number of different languages, you can also visit online baseline production of HM when required
Support: HM will get you import and export procedures most appropriate, quickest and safest way possible
2 Marketing Plan
2.1 Market Analysis:
2.1.1 Market size:
Handicrafts made in Vietnam are known for many years for their high quality The products are available in 163 countries worldwide Their sale recorded an average growth rate of about 20% per years Export volume in 2010 was over 1.5 billion dollars
The market of handicraft souvenirs is highly affected by different needs from customers The EU needs on time delivery and products meeting environmental standards Americans prefer high quality goods So do the Japaneses A product's life cycle is very short, which require export enterprises to constantly change designs to match seasonal demands
2.1.2.Potential market :
Markets for handicraft products of Vietnam are enormous, including both foreign and domestic (U.S needs to import about $ 13 billion per year, but the
Trang 3products of Vietnam TCMN only 1.5%; EU: $ 7 billion (Vietnam: 5.4%) Japan: $ 2.9 billion per year (Vietnam: 1.7%) )
Domestic and foreign tourists came but some buy no crafts nor souvenirs
Many people living outside Vietnam never visit the country They may want to buy some Vietnamese handicrafts but there is no distributor in their living areas
Many consumers wishing to use or have a collection of art and handicraft products of Vietnam
The hotel, restaurant wishing to use or decorated with the traditional products
of Vietnam
2.1.3.Technical structure:
HandiCraft industry in Vietnam only has 3-5% of its materials from imports It takes the the advantage of rich raw material sources in Vietnam Production techniques are not too complex but require skilled workers The country has about 2,000 villages, in which the profession has developed
thousands of years ago as cast bronze, ceramic, rattan and
bamboo, lace, carpet weaving, silk flowers
Products are widely used and not harmful to the environment
2.1.4 Level competition:
Handicraft products of Vietnam have many competitors from many countries around the world especially China, Thailand, the Philippines Foreign enterprises have advantages in production scale and more diversified designs
Trang 4The prices of Vietnamese products are often 20-30% lower than others although the quality may be higher
Dosmetic Competition: The number of firms in manufacturing and distribution
of craft products are also many and varied in quality and price but often the product design to order HM has an advantage when there are many tourists at home and abroad to come to Hanoi had used reference and provide products for
HM, HM may have its own design team which was assigned to participate in the training of cultural fairs, domestic and foreign commerce to learn reality of each region
2.1.5 The use of online marketing tools in Vietnam:
The Vietnam businesses rarely use online social networks in marketing Only 0.4% of the businesses are on Facebook Vietnam (about 2,000 firms) to advertise; 0 0,07% use YouTube, and about 0.2% on other social networks There are about 5,000 businesses use social networking sites including forums, blogs (1%) although 35% of Internet users in Vietnam had the information on the forum, and 25.5% had information from friends, fanpage,
ad on social networks before making a purchase or service use (according Vinalink) Some research results show that the unit has been used quite good results Vinamilk ad clips on YouTube have attracted more than 10 million views, while the costs are zero
2.1.6.Market segments and selecting target markets:
Because the product is fine art and craft supply online, so in this array of companies selected customers are receptive to young people and continuous
Trang 5innovation In addition, the customer is a business unit hotel restaurant is also
a very important subject
There is income above $ 5,000 per year
Market size is very feasible (particularly in Vietnam, the number of people earning over $ 5,000 per year in major cities accounted for 20% to about 5 million people)
The number of Internet users in Vietnam is about 20 million people and will continue to increase
2.2.Marketing plan:
2.2.1.Marketing in e-commerce
Company property registration and web site designers in the form
of interaction with customers with appealing content and attract
The contents include:
About the company
There are useful information about the product: details on sample catalog includes product information such as size, image, material and further advice on how to use, where the use or display history and culture of the product
Requirements are examples of how images and decorating using each type
of product will be oriented to the idea of the customer.For example:
Desk lamp Detailed description
+Diameter: 250mm
Used for: Prodcuts
Trang 6Height 600mm
+Materials Used: Bamboo, Iron
Color: Natural
Lamp: Compag Power15-25W
+Use in the living room, bedroom or custom
500Certified Green Value
….
There are similar products and customers to easily compare options
Reviews for customers visiting the company's website
There notice fluctuations in product prices updated
Consulting and shipping costs included
2.2.2 Choose to use the models, marketing tool in e-commerce Marketing
a.Social network:
Use tools for Facebook, YouTube, Blogs and
social networks (likely to use social networks
for marketing, sales abroad are common to
international companies such as IBM,
L'Oreal, Unilever and over 200 other
companies for more than half of these
companies have used social networking as a
Trang 7tool in marketing activities In the U.S is
70.3% of businesses to advertise on
Facebook, 58% use Linkedin, 40% and
26.8% users used Twitter Youtube)
What is acceptable in Tumblr can be considered as spam on Facebook. Style of writing effectively can Twitter
FriendFeed defeat So to maximize
the effect of social networks, the
company will convey different
messages in different media In the
social networking site the company reduced the "official statement" that the user deeper into the personal message to create a connection with customers such as "You did not know." Attention to the emotional component that will create close to customers For example, Unilever's advertising campaign in Vietnam, "Dirt is good" is also carrying more spiritual family values "do or New Year, what problem stains" with emotional picture is both father and son lem with grease spots for mutual assistance, Sunsilk ads with the message is
"For life is not waiting for" - Life Can not Wait
Through social networking, corporate communication and information products and services to target customers are middle-class youth or young adults and get direct feedback from customers (comment), creating the customer groups loyal
to the company or each company's products
Buy area and participate in the development and advertising on the forums, including forums, specialized areas and other large-scale forum of the potential
Trang 8for other areas may also interested in the productBuy This (online-heart Vietnam TTVNOL.com, webtretho.com, lamchame.com, otofun.net, tinhte.vn, nguoivienxu.info ) travel sites on Vietnam and the site of the provincial cities such as Hanoi.org.vn, huefestival.net, nhatrangfestival.vn, asiarooms.com
The cost of communication through social networks is very low, expected only
up to 2-3 staff posts in the forum, put ads on every page with content of members and a simple example will stimulate the use of customers
b Use ads on websites and some other forms:
For online ads through other Web sites, focusing on web advertising in Viet Nam, especially the web has access to large numbers because the cost
of advertising on theweb is huge overseas, on the other when foreigners interestedin Vietnam or handicraftproducts Vietnam will surely find out through the web of Vietnam
Develop a video ad on YouTube, Dailymotion product companies with effective use of such as decorative vases made of bamboo not break when dropped, used with comfort not penetrate water, no deformation use hot water, safe for children, close to nature
Solution using consignment or send samples to the store especially online storesabroad with the terms to take advantage of advertising through other websites
Advertising on the website of the restaurants or individuals who buy and use the company's products
Trang 9 Form ad is animated and when clicked will link to the homepage of the company
On search sites, but google.com, ask.com, bing.com pay for keywords like
"handycraft", "gift", "handmade", "handicrafts", "handicrafts", " Bamboo "and
to address the company is always on the first page of search results pages
Continual cost reduction programs for each specific object and commodity groups, for example, map display and everyday use such as vases, bowls, mugs discount of 8-3 days, 20-10 days
Use ads on ebay.com, amazon.com and participate in the program auction on ebay, amazon and auction and comments of customers to adjust
the product Previously, the Vietnam trade on
eBay.com often personal, work from home, serving
mainly people liked to collect A model sailing boat in the Vietnam market price of $ 60, sold via eBay for more than $ 100 per unit Items pearl and rough gemstones originating from Vietnam listed for sale for $ 100-200 dollars.Besides the Vietnamese stamp collection and data subject of the Vietnam War, coins many foreigners were also very popular
The Holidays program offered a trial for the product or group of longtime customers and partners, or professional web or retail distribution in key markets such as Japan, America and other programs This will be advertised on other sites
Send mail to the company introduced its partners, the account on the internet, looking for partners and potential customers through the website concerned
Trang 10 Send links and to contact the embassy or consulate abroad in Vietnam
2.2.3 Sales promotion:
Support the sales and retail locations
Stimulating customer
Using sales forms through web
gross selling customers also
subscribe to an effective way to
advertise products to fit
customers the opportunity to
access cheap along with links to the web client companies to learn about new products For example muachung.vn, cungmua.com, runhau.vn
Gifts for customers who have purchased products in the company's third consecutive year
5-10% discount for customers who are former clients introduce products
Public Relations:
Encourage employees to write for newspapers online, magazines, especially in tourism ads or articles in magazines such as Aviation Heritage
Participate in trade fairs such as "Gift Show" at the Exhibition Center Tokyo Big Sight, Tokyo, Japan, crafts festival in Vietnam, the Festival Hue, Nha Trang Offering free shipping is limited to visitors of the company's booth
Trang 11 Programs sponsored charity auction in the form of products supplied by the company to contribute to charity join
2.2.4 Online sales method: Sales, delivery and payment
Develop online sales force with the specific tasks are: Survey, Target, Media, Sales, Service, Crawl, Distribution
The online sales can contact customers via mail, telephone and direct contact at the site. Commodity prices are split into sections, including the selling price + tax + shipping fee
Delivery and support services
Delivery staff responsible for direct delivery in Hanoi will be an opportunity to communicate directly with customers to understand customer feedback with the company, for overseas customers delivery staff necessarily have to communicate in English, orders outside Hanoi or foreign goods will move through the postal and shipping companies reputation FedEX, TNT, Tinthanh Express
Ordering staff, telephone operators (customers after ordering online will receive the employee confirm the order information on delivery location, quantity, type, color )
Support technicians to ensure support online and offline 24 / 7 on the company's products
Designer needs and provide solutions based on the actual requirements or predict a continuing need to have the latest design
Trang 12 All of the sales force must have deep understanding of the company's products, reliable and able to develop new ideas
Payment method: Customers can pay cash, pay online at the Web or through other means such as through corporate accounts, PayPal after receiving the money or bank guarantee of shipping companies will customers Time transport companies will make the day for orders in Hanoi and longer for remote orders
Accept multiple payment Credit card, Cash, ATM, bank transfer
3 Conclusion:
Planning application forms and business this will open a new opportunity to reach a wider audience with more customers, to continue the company brand a global reach.The company will have new challenges in the provision and distribution of products but also have the opportunity to get the feedback of customers with their products and to date confirm the value of a company brand and other products made in Vietnam in people's minds