Central problem of low sales in corporate reseller channel at double a company

Based on the interview results with 10 corporate resellers, 3 consumers of corporate resellers, Double A Marketing Manager and Double A Channel Development Manager Representative who is

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-

Tran Tuan Anh

CENTRAL PROBLEM OF LOW SALES IN CORPORATE RESELLER

CHANNEL AT DOUBLE A

COMPANY

MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: Assoc Prof TRAN HA MINH QUAN

Ho Chi Minh City – Year 2020

CONTENTS

1 PROBLEM CONTEXT 3

1.1 INTRODUCTION 3

1.2 COMPANY OVERVIEW 3

1.3 NEW PRODUCTS AND ITS DISTRIBUTION CHANNELS 4

2 SYMPTOM 6

3 INITIAL CAUSE-EFFECT MAP 9

4 POSSIBLE PROBLEMS 9

4.1 Corporate Resellers-Less focused on introducing product 10

4.2 Low awareness for Double A smart stapler at Corporate Reseller’s Consumers 12

4.3 Inappropriate product for Corporate Reseller’s Consumers 12

5 MAIN PROBLEM VALIDATION 13

6 POTENTAIL CAUSES 15

6.1 Low brand recognition of Double A Smart Stapler Product 16

6.2 Low brand recall of Double A Smart Stapler Product 16

7 MAIN CAUSE VALIDATION 17

8 ALTERNATATIVE SOLUTIONS 18

8.1 Problem-related inputs 18

8.1.1 The model of the present system 18

8.1.2 Solution Requirements 19

8.2 Possible Solutions 19

9 SOLUTION SELECTION 21

10 ACTION PLAN IN ORGANIZATION 27

11 CONCLUSION 29

REFERENCES 30

APPENDIX – IN-DEPTH INTERVIEW 33

1 PROBLEM CONTEXT

1.1 INTRODUCTION

The basic feature of the market economy is competition Companies have

continuously launched their new products and services considered to be profitable Further, the development of new products helps companies survive in the tough competitive

environment They are not only the start-up companies launching their products to look for the market positions, but also the branding companies releasing new products as their

competitive advantages However, all new products may carry risks affecting the companies

This assignment mentions the problem of developing new products in copy paper Company, named “Double A” Through data collection and information, the real problem of the company is recognized In addition, basing on the most important cause leading to the real problem, all relevant solutions are suggested to help the company improve its

performance in the involved market

1.2 COMPANY OVERVIEW

Double A (1991) Public Company Limited (and subsidiaries) is a leading

manufacturer and distributor of pulp and paper in Thailand The Company was established on August 8, 1991 Currently the Company have 2 pulp mills with the capacity to produce pulp for 580,000 tons, 3 paper mills with 600,000 tons capacity per annum

In the year of 2000, Double A was introduced as a premium brand of copy paper and internationally recognized as the leading provider In 2002, The Company set up Double A Paper and Stationery Company Limited to manage and distribute stationeries for domestic customers Also, its products have been extended to innovative stationery products It has been the leading brand in Thailand for 10 consecutive years due to its quality and

consistency It has presented in more than 100 countries In 2005, Double A paper was

launched in Vietnam market In 2015, Double A stationery was launched in Vietnam market

as new products It has established two representative offices located in Hanoi city and Ho

Chi Minh City The staff in the representative offices of Ho Chi Minh city consist of 1

General Manager, 1 Marketing Manager, 1 Marketing Executive, 4 Channel Development

Executives and 1 Admin being in charge of human resource management Totally, the scare resources are 8 persons

Figure 1.1 - Organization structure of Double A Representative Office in HCMC

Source: Double A Company

1.3 NEW PRODUCTS AND ITS DISTRIBUTION CHANNELS

In 2018, the company has developed new stationery products known Smart Stapler in Vietnam Its prominent function is to staple up to 30 sheets of copy paper 70gms with less

efforts of 50 to 60 percent comparing to usual staplers Furthermore, the stapling result in flat clinch up to 30 percent more filling space This new product has strongly developed in

Taiwan, China, Singapore, Thailand…despite of its high price compared to regular stapler

GeneralManager - 1

Marketing Manager - 1

Marketing Executive - 1

Channel Development Manager -Absent

Channel Development Executive - 4

Finance Manager - 1

Finance Executive - 1

The company focuses on developing this new product in Vietnam In order to

releasing them, one main distributor in Ho Chi Minh City will import Double A smart stapler from Thailand Then, it will provide to all regional dealers throughout Vietnam who will

supply this new product to other retailers In the area of Ho Chi Minh City, this main

distributor will directly supply Double A smart stapler to about 590 retailers that include 90 book store shops which will sell products to mainly 80% individual end-users and 20%

corporate end-users, 200 shops of corporate resellers which will sell products to 100%

corporate end-users and 300 stationary shops which will sell products to about 70% of

individual end-users and 30% of corporate end-users Individual end-users include students, personal office workers, individuals…and corporate end-users include corporates,

companies Thus, these retailers play the crucial roles of introducing new products to the end users in Ho Chi Minh City Among of them, corporate end-users are the key target consumers

of the Double A company

Figure 1.2 - Current distribution in HCMC for Double A Smart Stapler

Source: Double A Company

200 Corporate Resellers

100%

Corporate Users

End-300 Stationary Shops

70% Individual End-Users

30% Corporate End-Users

2 SYMPTOM

Recently, the total market demand of normal stapler is about 150,000pcs/year In

February 2018, Double A launched new stapler product to the market which called Double A

smart stapler and targeted to achieve about 15% total market demand of normal stapler In

launching time, Double A sold 6.498 units of Double A smart stapler to one distributor Till

the end of the year 2018, this distributor sold 2.550 units to its retailers But at the end of the

year 2019, the sales out of Double A smart stapler of distributor to its retailers was only 1.848

units Based on the data, the sales out of Double A smart stapler from distributor to retailers

in 2019 was decreased nearly 30% compared to the year of 2018 and its sales volume per

year was very low compared to the target (only achieved about 2% compared to demand of

2018

Sales Q3

2018

Sales Q4

2018

TOTAL

2018

Sales Q1

2019

Sales Q2

2019

Sales Q3

2019

Sales Q4

Table 1.1 - Sales and Inventory of Double A smart stapler distributor in 2018 and 2019

Source: Double A Company

By going into details of sales by channel to see why the sales volume of this smart

stapler that this distributor sells to its retailers has dropped in 2019 Recently, there are about

590 retailer shops that are selling paper and stationery in Ho Chi Minh City, Double A

company divides 590 retailer shops into three kinds of channel include corporate reseller

channel, stationary shop channel and book store channel There are about 200 corporate resellers, 300 stationary shops and 90 bookstores in Ho Chi Minh City Corporate reseller channel includes the sellers whose customers are corporates buying for employees to use in the office They often sell via email, phone, catalogue Stationary shop channel includes the sellers whose customers are mostly individual customers, pupils, students…and they are almost located at high streets so that customers can go to the store and choose products to buy Book store channel includes the sellers whose customers are mostly pupils, students, individuals and book stores are usually located at large supermarkets In addition, book stores does not only sell stationary products, they but also sell many books, textbooks…In 2018, Double A smart stapler covered total 284 shops include 80 shops of corporate resellers, 150 shops of stationary and 54 shops of book store Till the end of the year 2019, Double A smart stapler covered 446 shops include 140 shops of corporate reseller that accounting for 70% of total shops of corporate reseller, 225 shops of stationary that accounting for about 75% of total shops of stationary, 81 shops of bookstore that accounting for about 90% of total shops

of bookstore From 2018 to 2019, corporate resellers bought from distributor total 858 pcs of Double smart stapler, stationary shops bought 1.320 pcs and Bookstores bought 2.220 pcs The inventory of smart stapler at the end of the year 2019 was 719 pcs, 926 pcs and 455 pcs

at corporate resellers, stationary shops and bookstores accordingly The sales out volume of Double A smart stapler in corporate reseller channel was only about 6 pcs per month,

stationary shops sold about 17 pcs per month and bookstores sold about 77 pcs per month from 2018 to 2019 Hence, corporate resellers had slowest sales out volume of Double A smart stapler Corporate resellers are providing stationery for corporate end-users which have been using and buying about 70% the demand of stationary market compared to individual end-users Therefore, the symptom of very low sales out volume of Double A smart stapler at

Corporate resellers needs to be found out the real problems and solutions in order to increase the sales volume of Double A smart stapler significantly in coming years

Corporate Reseller channel

Stationary Shop channel

Book Store channel

Coverage shops/ Total shops at the

end of 2018 (C= B/A*100%)

Total coverage shops at the end of 2019

(E=B+D)

Coverage shops / Total shops at the

end of 2019 (F=E/A*100%)

Average sell out/ month from launching

time in Feb’19 to Dec’20 (J=I/23)

3 INITIAL CAUSE-EFFECT MAP

Based on Literature reviews and interview data, we have initial cause-effect map as below:

problem The collected data is the basis for drawing the cause-and-effect tree, which to

structure the problem mess and identify the main problem

Based on the interview results with 10 corporate resellers, 3 consumers of corporate resellers, Double A Marketing Manager and Double A Channel Development Manager Representative who is responsible for developing this product, there are 3 potential problems leading to the low sale volume of Double A smart stapler at corporate reseller channel

- Problem 1: Corporate Resellers-Less focused on introducing product

- Problem 2: Low awareness for Double A smart stapler at Corporate Reseller’s Consumers

- Problem 3: Inappropriate product for Corporate Reseller’s Consumers

4.1 Corporate Resellers-Less focused on introducing product

About less focus on introducing Double A smart stapler products, among 10 corporate resellers that have low sales, there are 3/10 corporate resellers answered that they not have any introductions for this product, they only base on their habit to let consumers choose the

sellers can easily achieve their sales targets and get bonuses from other brands monthly Meanwhile, Double A do not have any this kind of bonus to motivate them to introduce product Otherwise, there are 3/10 corporate resellers answered that their customers buy this product because of their introduction but customers bought only one or two pieces to try this product Moreover, among three interviewed consumers of corporate reseller, we have one consumer said that they buy this product because the seller introduce it and they want to try

In addition, according to person that is responsible for developing this product, he said that some corporate channels that are having low sales of Double A smart stapler do not introduce product He emphasized that this product is only sold out when corporate resellers introduce

it to their customers and they let their customers try this product so that sales team should have to try their best to encourage corporate resellers to stock and focus introduction for this Double A smart stapler product

Moreover, there are some literature review that prove how the important of channel partner in success of new product The success of launching a new product depends greatly

on retailer’s acceptance and introduction of a manufacturer's new product (1) The sellers and the consumers have a relationship that has accumulated over time so the role of the seller to bring the product to consumers based on the relationship of the seller needs to be focused, the manufacturers taking advantage and meeting the requirements of the sales channel is a factor

to create a competitive advantage for the manufacturers (2) In addition, a company rarely owns all the capabilities needed in launching new product, cooperation with the channel partners is needed to gain a competitive advantage so that the role of corporate resellers is very important (3)

In conclusion, based on the interview and literature review, the role of the seller to introduce the company's new products is very important and effects on the sales volume of

new products so that Corporate Resellers-less focused on introducing this product is one of the problems caused low sales volume at this channel

4.2 Low awareness for Double A smart stapler at Corporate Reseller’s Consumers

According to Double A Marketing Manager, she said that corporate resellers have low sales for this smart stapler because this smart stapler is a new product, less consumers know it and they do not know its benefits that can help their work more effectively In addition, there are 6/10 corporate resellers said that their consumers rarely ask this product to buy Moreover,

by interviewing consumers of corporate resellers, 2/3 consumers said that they do not know much about the benefits of this product and they have never seen and tried this product so that they do not buy it

In addition, based on some literature reviews, brand awareness is one of the most important factors for consumers decide to buy a product Brand awareness is defined that include brand familiarity, potential of being recalled, information and the product ideas (4) Brand awareness play key role in consumer’s decision making (5) and high

brand awareness will encourage consumers to create a more positive perceived belief of the products (6)

Hence, corporate resellers have low awareness for key benefits of this product is one

of the problems that cause to low sales at this channel

4.3 Inappropriate product for Corporate Reseller’s Consumers

A product is not suitable when consumers have still not accepted it although they have already bought it to use but do not want to buy it again Too innovatively and so

unacceptably to customers, some new products will cause low sales volume for this new

product (7) In addition, based on interview, there are 4/10 corporate resellers mentioned that their consumers do not want to buy this product because it does not meet their demand and it

is not necessary to use it compared to regular stapler According to one of consumers of corporate resellers, they said that this product is not necessary to use with the high price It is very easy to be lost and it is difficult for the upper level to approve to buy this high price smart stapler So that one of the problems for low sales at this corporate reseller channel because of inappropriate product

5 MAIN PROBLEM VALIDATION

Based on the data of interviewing 10 corporate resellers that have low sales Double A smart stapler, 3 consumers of corporate reseller, Double A Marketing Manager and Double A Channel Development Manager Representative who is responsible for developing this

product, the main problem that caused low sales at Corporate Reseller Channel is that the consumers of corporate resellers has low awareness for Double A smart stapler product More specifically, among interviewed 10 Corporate Resellers, there are 3/10 (30%) Corporate Resellers did not recommend this product and their consumers also did not ask for this

product, so they did not sell it, so there are two issues that Corporate Resellers could not sell this product because they do not introduce Double A smart stapler product and their

consumers do not know this new product to ask to buy as well Other 7/10 (70%) Corporate

Resellers introduce this product, only 3/10 (30%) Corporate Resellers can sell this product by introduction but not much as the regular stapler sales volume 4/10 Corporate Resellers (40%) that introduce this product said that their consumers did not buy this product because they do not need to buy this product with 3 times higher price than regular stapler, they can use regular stapler to staple document as normal Therefore, the problem that these 4 Corporate Resellers cannot sell Double A smart stapler product because the product is not suitable for their

consumers In order to know what is the main problem, there are 3 Corporate Resellers’ consumers were interviewed One of consumers who bought this product said that they want

to buy multi-sheet stapler product that they are using, they asked their Corporate Reseller and the seller introduced this Double A smart stapler because this seller was out of stock the product that their consumer need at that time Although the price is higher than current

products, this consumer only bought 2 pieces to try Based on interview information of this consumer, it showed that consumer has demand for the benefits of this Double A smart stapler product, then they ask their suppliers, their suppliers recommend Double A smart stapler product, then they made a decision to buy it Therefore, acknowledging in advance the needs and benefits of the product from consumers will help increase the sale out volume of this Double A smart stapler In addition, the other 2 interviewed consumers said that they did not know much about this product, the price was quite high so they did not buy it Upon further investigation, they answered that in order to buy this high-priced product, the employees of their company first have to propose to buy it and then have to get approval from their

manager They also answered that this product is very good, they can also buy a trial for the company to use Therefore, although there is introduction from the seller, the consumer still

do not buy this product because the price is higher than the current product, they have to submit to the superior for approval and they do not know much about this product as well so they decide to reject to buy this product from the seller All 3 interviewed consumers found that the product is good, has many useful features so they can buy 1-2 for the company to try instead of the current stapler Therefore, employees, purchasers and superiors of the company knowing more benefits of this new smart stapler is the most important factor for Corporate Resellers to sell this product In addition, Double A's Marketing Manager also said that this smart stapler product is new, has many useful features, but the price is quite high compared to the stapler on the market Communicating the benefits of this product to the Corporate

Resellers’ consumers will help consumers to better understand the product in order to increase their decision to buy this product

In conclusion, we can conclude that the main problem that cause to low sales at corporate reseller channel because consumers has low awareness for Double A smart stapler

6 POTENTAIL CAUSES

Double A smart stapler is an innovative product compared to regular stapler products that available on the market Low awareness for Double A smart stapler at Corporate

Reseller’s consumers is the main problem that makes sales volume to be very low By

interviews and literature review, we have 2 causes that lead to low awareness for Double A smart stapler at corporate reseller’s consumers as diagram below:

- Cause 1: Low brand recognition of Double A Smart Stapler Product

- Cause 2: Low brand recall of Double A Smart Stapler Product

6.1 Low brand recognition of Double A Smart Stapler Product

According to Keller (8) that brand awareness can be separated into brand recognition and brand recall Brand recognition relates to consumers' previous experience with the brand, causing consumers to precisely identify the brand as seen or heard Brand recognition relates

to consumers' ability to affirm previous exposure to the brand when it is considered a

suggestion In other words, brand recognition requires consumers to accurately distinguish the brand as seen or heard before (8) In addition,brand recognition is closely associated with consumer brand familiarity (9) Moreover, according to the results of the interview of 10 corporate reseller, all 10 corporate resellers responded that consumers did not actively ask for Double A smart stapler, their customers did not know the Double A smart stapler product In addition, by interviewing 3 consumers, they only knew product when the seller introduced, initially the purchaser of corporate reseller did not know about this product in order to ask for buying Furthermore, company’s employees as well as bosses do not know about this product,

do not know the benefits of the product and have not experienced the product, so even though the seller introduced it, due to the high price, the buying quantity of this product is still very low

6.2 Low brand recall of Double A Smart Stapler Product

Brand recall relates to consumers ability to retrieve the brand when given the product category In other word, brand recall requires that consumers correctly create the brand

memory (8) In addition, Brand recall is the thinking the brand at first when a series of product

is introduced (10) Moreover, recall refers to the ability to recreate previously presented products and it occurs when searching for long-term memory is searched and a word is

independently retrieved (11) Based on the interviews with 3 purchasers at the corporate resellers, 1 corporate reseller knew the product because they are using it, the other 2

corporate-reseller had not seen and tried it ever before They do not remember and cannot imagine what smart stapler products are in order to ask to buy this product from the seller

7 MAIN CAUSE VALIDATION

According to Double A Marketing Manager, smart stapler is a new product line on the market, so the product knowledge which is superior features of this product compared to regular stapler is a decisive factor for customers to choose the product instead of regular products In the beginning, consumers should have recognition of this product When the customer does not yet have a real recognition of the product, the forms of communication will not be effective 'Smart' in smart stapler is a new concept, consumers need experience to

be aware of the product For example, from the time smartphones were launched, consumers needed a lot of time to experience the product before recognizing it and using it popularly today In addition, she said that in order to create product awareness for customers,

advertising is required There are two forms of advertising including passive advertising and active advertising In that passive advertising is the form of advertising that by image or sound through posters, banners, ads on TV, radio,… The second form - proactive advertising

- is to allow customers to experience the product Therefore, how to increase recognition to the target customers and customers to experience this smart stapler product is a prerequisite

to sell the product

Moreover, there are some literature reviews that also showed how the important of recognition of the innovation product in order to increase sales volume of this kind of product Mohr JJ et al (12) state that innovation often refers to the introduction of something new, with the purpose of adding value (to customers or manufactures) or to solve some problems These new things can include ideas, methods, digital content or devices According to Thoma et al (13), recognized items receive a significant priority over unrecognized brands Benefits are

defined as the needs of customer who wants to meet from the purchase and usage of a product The company delivers product knowledge for the customers at the first stage in order to get recognition of the new product The company determines a perspective product benefits based

on the perceived value of the customer, in the form of features, functions, and other attributes that can be communicated to the consumers and individual customers can respond based on their own attitude towards these features or benefits (14)

In conclusion, the main cause for low awareness for Double A smart stapler at

corporate reseller’s consumers due to low brand recognition of the Double A smart stapler product In particularly, this is a new, technical and innovative product, which has not been known by many target customers about the characteristics and benefits as well as having not experienced the product This is the most important factor to improve and find solutions to increase sales volume at corporate channel for this product

8 ALTERNATATIVE SOLUTIONS

8.1 Problem-related inputs

8.1.1.The model of the present system

According to the present system, in order to increase brand recognition of the Double

A smart stapler product, from 2018 to 2019 Double A had advertising programs to increase Double A smart stapler awareness Double A run advertising that stick decan ads on 30 trucks

of corporate resellers that were distributing Double A smart stapler, and has also decan

stickers on over 100 grab cars, give many leaflets at banks and large schools, hospitals and Double A was used to participate in the two biggest book fairs every year at Ho Chi Minh City Besides, Double A has staffs who take care of corporate retail stores, product advice and implement of the display inside the store to help corporate retail stores easily sell this product to consumers when shopping at the store

8.1.2 Solution Requirements

Double A company have to find out the key solution to solve the root cause that how

to increase brand recognition of the Double A smart stapler product in order to increase sales

of this product at corporate reseller channel In addition, this solution must be implemented within next one month because Double A will launch some new stationery products in next months and then may apply this solution to other new products The budget to run this

advertising in one month is up to VND 500 million The desired result is to increase the recognition of the benefits of this smart stapler to corporate end users and clear the inventory

of 2000 Double A smart staplers that are currently in the distributor warehouse so that this distributor can import more this product from Double A Finally, the solution must be aligned with current business situation

8.2 Possible Solutions

Based on Literature reviews and interview data of 5 corporate resellers, 3 end users, Double A Marketing Manager, there are 3 possible solutions to solve the low brand

recognition of the Double A smart stapler product that is the main cause of the problem

 Solution 1: Double A cooperates with corporate sellers to advertise on their

website, Facebook, catalogue, and Zalo App to increase the recognition of Double A smart stapler product with their corporate end users

There is one corporate reseller shared that in order to increase brand recognition of the Double A smart stapler product, Double can advertise on their Catalogue because they are selling products by Catalogue and major stationery suppliers such as Thien Long, Plus, are advertising on their Catalogue Their Catalogue is published annually and printed more than 30,000 copies delivered to their customers There are 4/5 corporate reseller shared that Double

A can advertise on the quotation that they send to their customers or their website, Facebook, Zalo page to introduce this new product to their customers because they are also using these platforms to introduce its products to customers In addition, interviewing 3 end users, they often contact with their sellers via Zalo software, phone, email and daily surf Facebook, Zalo

to update their friends' information

In addition, King (15) mentioned solution that most advertisements for technical products appear in trade, business, distributor catalogues Therefore, increasing brand

recognition of the Double A smart stapler product to the corporate reseller's customers by combining with the sellers to advertise product information through websites, Facebook, Zalo, quotation, catalogue of the sellers is one of the best solutions

 Solution 2: Double A increases brand recognition of the Double A smart stapler

product to its corporate end users by running advertising on the Facebook of Double A Vietnam

Based on the interview information of the corporate resellers, they shared that big stationery companies like Thien Long, Plus, has also advertised on social media like

Facebook because they always see advertising for new products as well as promotion

activities on Facebook page of these big stationary companies

In addition, according to Hutter et al (16) showed that running advertising on the Facebook has positive effectiveness on consumers' brand recognition and purchase intention

In addition, according to BİLGİN (17) also mentioned that social media marketing activities such as Facebook, Twitter and Instagram have been found as effective factors on brand image, brand recognition and brand loyalty, besides it has been determined that it is one of the factors effects on brand recognition Schivinski et al (18) also stated that social media brand

communication such as Facebook effect on brand awareness

 Solution 3: Double A increases brand recognition of the Double A smart stapler

product to corporate customers by organizing the smart stapler experience program at office buildings

By interviewing 3 corporate end users, they shared that this is a new product, they have not known it yet, so Double A should give samples and let them try it out and see and then they will contact the supplier to order this product There are 2/5 corporate end users also shared that Double A should give customers to try this product because it is very new product and the price is quite high In addition, according to King (15), the product is technically oriented, customers often want to experience the product before making a purchase

9 SOLUTION SELECTION

 Solution 1: Double A cooperates with corporate sellers to advertise on their

website, Facebook, catalogue, and Zalo App to increase the recognition of Double A smart stapler product with their corporate end users

This method of Double A will combine with 200 corporate resellers in Ho Chi Minh City who are selling to more than 80% of enterprises in Ho Chi Minh City to post photos and video clips about the benefits of Double A smart stapler product within one month on their website, Facebook, catalogue, quotation, Zalo application of the sellers to be able to

communicate information directly to the corporate reseller's customers These 200 corporate resellers will be grouped that based on the average sales volume of Double A brand within the first five months of 2020

 Cost:

The total cost for this method is planned to be VND 456 million Specifically, there are

10 corporate resellers that have Double A sales volume is over VND 1 billion/ month, they

will be paid VND 10 million for one month that running advertising There are 30 corporate resellers who have Double A sales volume is from VND 500 million to under VND 1 billion will be paid VND 5 million/ month There are 80 corporate resellers that have Double A sales volume from VND 100 million to under VND 500 million will be paid VND 1 million for one month of running advertising The rest of 80 corporate resellers that have Double A sales volume is under VND 100 million will be paid VND 500,000 for one the month of running this advertising In addition, there is the program that discount 30% of the price of Double A smart stapler with maximum number of smart staplers up to 2,000 pieces (VND 66 million) and use VND 20 million to produce images and video clips for Double A smart stapler

advertising In addition, it requires Double A personnel to spend time to manage and monitor during the advertising program

Description

Amount (VND)

Advertising fee for 10 corporate resellers that have Double A

sales volume is over VND 1 billion/ month

100,000,000

Advertising fee for 30 corporate resellers who have Double A

sales volume is from VND 500 million to under VND 1 billion

150,000,000

Advertising fee for 80 corporate resellers that have Double A

sales volume from VND 100 million to under VND 500 million

80,000,000

Advertising fee for 80 corporate reseller that have Double A

sales volume is under VND 100 million

40,000,000

The program that discount 30% of the price of Double A smart

stapler

66,000,000

Produce images and video clips for Double A smart stapler

as other Double A products to the market quickly so that the sales out volume of this smart stapler will be higher This program may reduce their inventory, thereby increasing the

number of sales from Double A distributor

 Solution 2: Double A increases brand recognition of the Double A smart stapler

product to its corporate end users by running advertising on the Facebook of Double A Vietnam

This method will be implemented by running advertising on Double A Facebook through the agency to increase brand recognition of the Double A smart stapler product as well as increase interaction with customers through the Double A Facebook fan page The target customers are people who are working that have the ages between 22 and 50 The content of the advertisement includes images and video clips about the benefits and current solutions that need to use Double A smart stapler to solve this problem