)Chiến lược marketing lập gian hàng bán đồ lưu niệm trực tuyến cho khách du lịch quốc tế e

They could not purchase these products maybe because of the urgent plan and they did not want to bring heavy things; or maybe the products are of unknown origin; or they did not know whe

Chiến lược Marketing Lập gian hàng bán đồ lưu niệm trực tuyến cho khách du lịch quốc tế

“Establish an online shop of souvenirs and handicrafts of Vietnam”

1 General:

During the business travel, holidays and especially tourism to other countries, we all can see the souvenirs and handicrafts Each country, each region has its own special souvenirs which characterize the typical features of the region, so looking at the souvenirs, you can say where they come from Singapore souvenirs have the Sphinx symbol, Cambodia souvenirs have Angkorwat symbol, France souvenirs have the Eiffel tower symbol, Holland souvenirs have the windmill and tulip symbol, America souvenirs have the symbol of the Liberty statue Souvenirs are not only the

“seasoning” for the tourism, but also the memorial gifts of the trips

The souvenirs contribute largely to attract the tourists They take the high cultural value, the image of Vietnam country and people Souvenirs and handicrafts always attach to the tourism Tourism is the essential bridge in life and in society Tourism is the fastest developing economic sector and the key economic sector in many countries including Vietnam The total number of tourist to Vietnam in 2010 reached to 5.049 million, increasing by 34.8% compared with that of 2009 at the same period, this number is still increasing In February 2011, the number of foreign tourists came to Vietnam was estimated to be 542,671 increasing by 21.6% compared with that of

2010 at the same period The lump sum number of tourists to Vietnam in 2 first months of 2011 is 1,049,095 increasing by 19,5% compared with that of 2010 at the same period These numbers show the potential development of tourism and tourism

becomes the important economic sectors of the world As estimated, in 2011, the total number of people participating tourism is about 1 billion

The number of over sea Vietnamese came back hometown has been increasing, in

2009, the number was 450,000 and in 2010 this number was 550,000 The number of Vietnamese abroad students is also increasing Due to the economic development, the number of students who come back to hometown to take their close people abroad for the visit and come back to hometown during the summer holiday is increasing

With the continuous economic development, more and more foreigners come to Vietnam searching for business opportunities

For this situation, the market of souvenirs and handicrafts has been widened more with the strong competition

Most tourists want to buy a souvenir and a handicraft product as a trip reminder, a present The souvenir and handicraft products are also necessary things for the artistic collectors

For these reasons, we decided to “Establish an online shop of souvenirs and handicrafts of Vietnam” so that customers can easily find and purchase at any time,

any places when having demand

2 Targeted market

The number of foreign tourist to Vietnam from developed countries is increasing, mostly to the famous destinations, large cities

Through survey, we can see that the total number of foreign tourists to Vietnam in

2010 was 5.049 million, increasing by 34.8% compared with that of 2009 at the same period In which, the number of tourist for holidays was 3.1 million, increasing 38.8% compared with that of 2009; the number of tourist for business was 1.1 million, increasing 37.9% compared with that of 2009 at the same period; the number of tourists for visiting their relatives was 0.341 million, increasing 38.6% compared with that of 2009 at the same period

They are of all social classes, all ages, regardless of genders Most of them have high income, life experiences and passion of discovering culture Most of them have high education level, internet using habit They are used to buying souvenirs when travelling and searching information of the destinations in advance

Many tourists to Vietnam felt regret because they could not take any souvenirs or handicrafts back to their hometown to save as the gift of the country

They could not purchase these products maybe because of the urgent plan and they did not want to bring heavy things; or maybe the products are of unknown origin; or they did not know where to buy, what the price level is; or the quality and the models are still limited; there is a small number of sophisticated products with Vietnam symbol

3 Situation analysis:

- Strength:

Artistic handicrafts of Vietnam are made from traditional materials, through the clever and skillful hands of the craftsmen form traditional handicraft villages, they become the favorite products in and out the country Today, there are more than 2,000 handicraft village, attracting more than 13 million laborers; 1.4 million households and about 1,000 enterprises to the business With the available materials in the country, the export!of these products is potential The company has wide relationships with many tourism units, so the customer information can be collected easily Beside, the company also has relationship with many producers who provide high quality and reliable products

- Weak points:

Most of tourists have the same idea that Vietnam souvenirs are various in types, but poor in model creation with imitated models The company products are mass produced, without the unique, sophistication and locality characterization The prices are not uniform between souvenir shops The company has limited number of show rooms and selling shops The company needs to co-operated with the production designers and the cultural historian to produce the products matching the customer demands On the other hand, the tourists to Vietnam mostly come from Asian region, they share some common cultural and historical similarity, so it is necessary to have products with cultural color and characterized designs

- Opportunities:

Souvenirs are products from the labor of traditional craftsmen The souvenirs must be traditional, reflecting the image of the areas and people living in that areas The materials made of these products should originate from the areas The souvenirs are

tourism products which are portable and stored for a long time Vietnam has a long history with nearly sixty ethnic groups living and typical and diversified culture Vietnam has many events relating to tourism, these events are good opportunities for the business of souvenirs The number of foreign tourists to Vietnam for holiday reason and for living reason is increasing The innovative internet technology enable the building of the product information channels to the customers

- Risks:

The increasing competition between enterprises, the uncontrolled natural disasters, epidemics such as Sars in 2003 which has decreased up to 90% national tourists to Vietnam Economic integration is the opportunity and also the challenge for the domestic market The number of faked products increases, the world economic crisis

is the potential risk because it forces people to reduce consumption

The competition needs attention; especially imported products of competitors from other countries in the region like China, so we need to have high quality commodities typical of Vietnam country and people

4 Marketing strategy

- Products:

The Vietnam souvenirs are classified into 3 main groups:

Artistic handicraft products ( embroidered and drawn pictures, ceramics, masks, lacquer, wood statue, bronze statues, and stone statues, bamboo and rattan products and so on)

“War weapons” ( grenades, match boxes made from bullet shells, rubber sandals, soldier hats, plane models and so on) ; Symbolic products ( cyclos, bicycles, motorbikes and animals)

Consumed products like hand bags, sandals, pocket, Brocatelle

Continue to sell the existing traditional products, work with the designers to produce the new products with new models: highly reflect the cultural color of the localities, the products must be various in models, colors, dimensions and weight

The Vietnam souvenirs are classified into 3 main groups including artistic products, war products and consumed products

These groups are given model standards, uniform in packing for each groups and they are labeled with company logo and product serial number

Take photographs of these products with high sharpness to post into the website

The minimum number of models to post on the online shop should be 1000 with details The products of highly cultural value with image of Vietnam should be promoted SEA Games souvenirs is the mean of advertising a safe Vietnam having capacity of holding a big sport!event, a free SARS country

- Price:

The price of the products are labeled on the products

Product groups with price: 1$ to 30$

Product groups with price: 31$ to 50$

Product groups with price: 51$ to 99$

Product groups with price: from 100$

For the customers who are selling agents, the loyal customers will benefit from the price reduction policy, the reduction rate is from 10% to 35% of the selling price or they can benefit from the flexible payment terms, the customers can make 25% of late payment within 1 month

For the large market like Europe, America, other supportive policies like exhibition, advertisement on website can be applied together with the market penetration policy For the retailers, the promotion program like buying 2, presenting 1 and delivery support!can be applied

The marketing message not only help customers see the potential of the online shops but also persuade them to be the customers of the company A marketing message should be condensed and show the main features of the products, on the other hand, the marketing message should be supported by all the company workforce and promoted by advertisement

Slogan: “I will remind you of Vietnam”

Change and newly design the logo of the company because the old logo is not impressive, insufficient colors, images, and style

Push the website advertisement on newspaper, contests, tourism conferences

Advertise on television, LED boards, online shopping, VOV channel, commercial fairs, yellow pages, articles, “raovat” page, letters, charity events, donation, internet, leaflet, electronic mails, films, introduction books, presents

Advertise on website, blog, facebook, especially website of tourism company

- Place

Develop the existing retail shops, deploy the direct delivery channel to customers like

to the hotels, airport!or the travel agents Deploy the delivery channel through post office, sign the contract with the delivery agents in the world to make sure that the customers will feel comfortable when they are served at any places, they can understand the words “flat world”

- People

Supplementing enough workforce with necessary knowledge, experience which the job requires They are trained for enhancing expertise on the products when there is a new product Standardization of customer services, evaluation of capacity and work effectiveness by the comment of customers about the satisfaction level

- Procedure

Applying international standards like ISO for standardizing the procedure and enhancing the effectiveness

Improving and shortening the procedure making conveniences for customers like order procedure, payment procedure, product receiving procedure, warranty procedure and product return

Investment into new technology, equipment; remove of old and out of date technology

5 The progress of deploying online shop of souvenir and handicrafts

(month)

Follow -up

New Logo design Selecting a suitable partner to give idea

and order

The 1st

month

to 4th

month

Website design –

Online shop

web Selecting a designer of website Building a plan of developing the website content

Choosing a domain on internet Making sure of the email operation

The 1st

month

to 4th

month

4 months

Design and The minimum number of models The 1st 4

deployment of the

products

displayed on the online shop should be 1000; the products are classified into groups

Design the products, order, receive products, price definition

month

to 4th

month

months

Personnel

Recruit, arrange and train the staffs both selling online and directly, the delivery staffs and the management staffs

The 2nd

month

to 4th

month

2 months

Deployment of

marketing program

Deploy the advertisement program by audio and visual support

The 2nd

month

to 4th

month

2 months

Building the

regulations Building the online selling regulations

The 2nd

month

to 4th

month

2 months

Opening the online

shop

Inform widely on the internet and mass media

The 4th

month

4 months

6 Plan goals:

Basic criteria

Criteria 2011 2012 2013

7 Financial plan

Cost/1 product 52.25 75.32 82.50

8 Conclusion

Dear the management board of Vietnam souvenir company, the above are the plan

“ establish an online shop of souvenirs and handicrafts of Vietnam” I believe that we will create an impressive and professional online space, meeting the demand of customers The customers will have an option of modern and convenient shopping This marketing plan will contribute to the development of market as well as increase

the turnover of the company, in addition, it will help advertise the image of Vietnam country and people