UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY FOR HIGH QUALITY TRAINING
--------
COURSES: MARKETING MANAGEMENT
TOPIC: PLAN MARKETING MIX FOR PNJ IN 2022
LECTURERS: TRẦN KHÁNH HOÀNG
STUDENTS
STUDENT ID
HÀ THỊ NGỌC ANH
:
19124002
KIỀU LƯƠNG TUẤN ANH :
19124044
PHẠM THỊ NGỌC GIÀU
:
19124067
TRẦN THỊ NGỌC TRÀ
:
19124004
NGUYỄN THỊ TÚ VY
:
19124003
HO CHI MINH 2021
1
UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY FOR HIGH QUALITY TRAINING
-------JOB BOOKING SCHEDULE
Major: Industrial Management Course: 2019 School year 2021 – 2022
Group: 8
Class: 19124CLA
NO.
NAME
STUDENT’S
COMPLETION
ID
RATE
1
HÀ THỊ NGỌC ANH
19124002
100%
2
KIỀU LƯƠNG TUẤN ANH
19124044
100%
3
PHẠM THỊ NGỌC GIÀU
19124067
100%
4
TRẦN THỊ NGỌC TRÀ
19124004
100%
5
NGUYỄN THỊ TÚ VY
19124003
100%
2
TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................3
PREAMBLE...................................................................................................................... 5
CHAPTER 1 OVERVIEW OF PNJ...................................................................................7
1.1 About Phu Nhuan Jewelry Joint Stock Company.........................................................7
1.2 The process of formation and development..................................................................8
1.3 Business philosophy...................................................................................................10
1.3.1. Vision:....................................................................................................................10
1.3.2. Mission................................................................................................................... 10
1.3.3. Core values............................................................................................................. 10
1.3.4. Sustainable development philosophy.....................................................................10
1.4 Company position......................................................................................................10
1.5 SWOT Matrix:...........................................................................................................10
CHAPTER 2 STP: SEGMENTATION, TARGET, POSITIONING.................................13
2.1 S - Segmentation:.......................................................................................................13
2.1.1 Segmentation by region/geographic region.............................................................13
2.1.2 Demographic Segmentation:...................................................................................13
2.1.3 Segmentation by relationship status:.......................................................................15
2.2 T – Targeting:.............................................................................................................15
2.3
P – Positioning:......................................................................................................16
CHAPTER 3 4PS............................................................................................................. 17
3.1 Product:...................................................................................................................... 17
3.2 Price:.......................................................................................................................... 18
3
3.3 Place:.......................................................................................................................... 19
3.4 Promotion:.................................................................................................................. 20
CHAPTER 4 BUDGET AND TIMELINE.......................................................................23
4.2 Budget:....................................................................................................................... 24
CONCLUSION................................................................................................................26
REFERENCES................................................................................................................27
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PREAMBLE
Before the threshold of integration, businesses that want to survive and develop
must have the right business strategies, development strategies, market strategies,
competitive strategies, and marketing strategies for the product line. Creativity is suitable
for the ability of the business and suitable for the actual situation of the market. However,
to improve the efficiency of business activities, marketing strategy is an important part of
the business strategy of the business.
Therefore, in order to survive and develop long-term, enterprises need to carry out
production and business in the direction of the market, according to customers and apply
marketing to business practices. Because when making business and or management
decisions, people cannot lack knowledge about the market - customers and their needs, as
well as how to approach customers and satisfy those needs.
Among the current businesses in the market, PNJ is known as one of the leading
gold, silver and gemstone trading enterprises in Vietnam. PNJ pursues the goal of
becoming the leading jewelry manufacturing and retailing company in Asia, the number
one position in the middle and high-end jewelry market segments in Vietnam. When the
economy integrates, people's living standards are improved, accompanied by an everchanging trend, consumers have increasingly high requirements for products in terms of
quality, design and must keep up with current trends. Grand. Grasping that need, PNJ
must find a suitable direction to affirm its position in the market. Realizing the
importance of PNJ's marketing research analysis, the authors are interested in learning.
And the authors came to the decision to plan the analysis and launch a new product line
for PNJ gold, silver and gems joint stock company in 2022.
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The content presented by the author group in the presentation is:
Overview of PNJ
Market segmentation analysis, target market selection and product
positioning (STP)
4Ps (Strategy planning and analysis)
Budget and Timeline for the company in 2022.
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CHAPTER 1 OVERVIEW OF PNJ
1.1 About Phu Nhuan Jewelry Joint Stock Company
Company's name:
Vietnamese name: PHU NHUAN GOLD SILVER JOINT STOCK
COMPANY
English name: Phu Nhuan Jewelry Joint Stock Company
Short name: PNJ., JSC
Company logo:
PNJ logo – the number 1 jewelry brand in Vietnam (Source: PNJ)
- Head office: 170E Phan Dang Luu, Ward 3, Phu Nhuan District, City. Ho Chi Minh,
Vietnam
− Telephone: (84-28) 3995 1703 − Fax: (84-28) 3995 1702
− Email: − Website: www.pnj.com.vn
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- Main lines of business:
Producing and trading in gold, silver, precious stones, fashion accessories,
and souvenirs.
Trading in watches and buying and selling gold bars.
Diamond, gemstone, and precious metal inspection services.
Real estate business.
– Stock code: PNJ
1.2 The process of formation and development
On April 28, 1988, Phu Nhuan Jewelry Store was born.
In 1994 and 1998, PNJ established branches in two key economic centers, Hanoi
and Da Nang.
In 1999, opening a branch in Can Tho, PNJ completed the presence of 3 major
economic centers.
In 2001, the brand PNJSilver was born, and in 2005 it re-launched a new image.
In 2004, PNJ became Phu Nhuan Jewelry Joint Stock Company. PNJ won the title
of Top 500 Leading Retail Enterprises in Asia - Pacific, received the First Class Labor
Medal.
In 2005, the high-end jewelry brand CAO Fine Jewelry was born.
In 2008, PNJ was the jeweler and crown sponsor of the Miss Universe pageant,
held in Vietnam.
In 2008 - 20 years of establishment, PNJ announced a new logo change. PNJ
became one of the 200 largest enterprises in Vietnam as announced by UNDP and was
honored to receive the Third Class Independence Medal.
In 2009, PNJ stock was officially listed on HOSE, PNJ is the first and only jeweler
listed on the stock exchange so far.
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In August 2009, CAO Fashion One Member Limited Liability Company was
established.
In 2012, PNJ inaugurated - one of the leading jewelry manufacturing factories in
Asia. Inaugurated the largest jewelry, diamond, and watch center in the whole system at
52A-52B Nguyen Van Troi, Phu Nhuan, HCMC.
In 2013 - 25 years of establishment, the PNJSilver brand was repositioned. PNJ
gold jewelry brand announced a new message "Honor true value".
In 2016, PNJ launched the "I love Vietnam" collection with national spirit at
Vietnam Fashion Week 2017 - PNJ is honored to accompany the APEC 2017 high-level
week, promoting Vietnam's image through the APEC VIETNAM 2017 badges; PNJ won
“ASIA’S BEST REPORT ON THE SDGS”, Outstanding Enterprise of the Year – ASEAN
and Top 3 Asian Retailers voted by JNA, …
In 2018, PNJ marked the 30-year milestone with the largest jewelry fashion show
in Vietnam, set up a set of Gold Trust medals for the U23 Vietnam team, entered the Top
50 most effective business companies in Vietnam, received the award. JNA for the 4th
time, 3 times in a row, reached the Top 10 in the 100 Sustainable Development
Enterprises, becoming a billion-dollar enterprise.
In 2019: Become the Best Retailer in the Asian jewelry industry - JNA, Top 50
Leading Brands, Top 10 Sustainable Development Enterprises, shaking hands with Walt
Disney - expanding international cooperation, affirming brand reputation globally.
In 2020 - PNJ becomes the best enterprise in the jewelry industry in Asia - Pacific.
The PNJ brand is constantly increasing in value and is valued at $93.1 million by Forbes
Vietnam, an increase of 18% compared to the 2019 evaluation period. Timely and
effective actions in the F5-fresh process of PNJ have also helped was highly appreciated
and honored by Talentnet for its excellent Covid-improving HR policy. 2020 also marked
the birth of the new brand Style by PNJ.
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1.3 Business philosophy
1.3.1. Vision:
As the leading jewelry manufacturing and retailing company in Asia, holding
the No. 1 position in the mid-and high-end segments in Vietnam.
Slogan: FAITH AND STYLE
1.3.2. Mission
PNJ brings pride to customers with exquisite jewelry products of outstanding
quality.
1.3.3. Core values
Integrity - Responsibility - Quality Innovation - Engagement
1.3.4. Sustainable development philosophy
Putting customer interests and social benefits in the interests of the business.
1.4 Company position
PNJ currently manages and operates PNJ Jewelry Factory with a total
investment of 120 billion VND and a production capacity of over 4 million products/year.
By the end of 2019, PNJ has developed a distribution system with 346 retail
stores, e-commerce channels, and indirectly through more than 3,000 wholesale
customers nationwide. PNJ's products have been exported to 13 countries and regions.
PNJ is ranked 16th by Plimsoll World, a leading global organization
specializing in providing industry reports.
1.5 SWOT Matrix:
Strengths (S)
1. High technology and technique in jewelry making
2. Experience more than 20 years in the jewelry industry
3. Strong brand, trusted by consumers
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4. Creative marketing strategy
5. Stable export market
6. Stores and agents widely for distribution and product introduction.
7. Invest in R&D a lot
8. Professional and efficient management system.
9. Dong A Bank's incentives in capital financing activities.
10. Sustainable relationship with partners.
Weakness (W)
1. Difficult to forecast and overcome (jewelry production bears many risks).
2. Gold bar market is not high
3. Raw materials are mostly imported from abroad
4. The price for the product is high.
5. Profit margin from gas and seafood business is not high.
6. Financial activities have not yet brought significant profits, although investment
capital accounts for a high proportion of assets.
7. The gold jewelry market is concentrated in the South.
8. Products to serve customers' needs are still concentrated in the domestic market.
9. PNJ has a temporary imbalance because a part of PNJ's long-term assets is being
financed by short-term capital.
10. The indicators of short-term solvency as well as ability to pay interest on loans
tend to decrease.
Opportunities (O)
1. The higher the trend of jewelry consumption (the concept of "saving, dowry"), is
indispensable for Vietnamese women.
2. Modern machinery and technology create many designs and promote competition
with foreign enterprises.
3. Gold trading market is developing to promote gold trading activities.
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4. The ability to expand and dominate the market is very large.
5. Real estate market recovers, joint venture company is likely to contribute a lot of
profit to PNJ in the future
6. The growth potential of the jewelry industry in Vietnam is still very large.
7. The number of competitors in the industry is relatively small.
8. International cooperation.
9. Population is growing
10. Our country has a stable political system.
Threats (T)
1. Fierce competition with domestic and foreign enterprises in the same industry.
2. Being affected by factors such as: natural disasters, epidemics, fires and
explosions, etc., affecting traditional customers and potential markets.
3. Gold price fluctuates in the country and in the world.
4. The world economy is always unstable.
5. Long-term investment capital is quite large, PNJ will face the risk when this
investment is not effective.
6. More competitors appear when Vietnam joins world economic organizations
(WTO, TPP, ...)
7. Gold testing in Vietnam is not really effective.
8. Changes in terms of political and legal policies are always possible and when they
occur, they also affect the management, production and business activities of PNJ.
9. The source of raw materials is relatively small, so the ability to negotiate with the
supplier is not high.
10. The import of gold materials is subject to strict state control.
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CHAPTER 2 STP: SEGMENTATION, TARGET, POSITIONING
2.1 S - Segmentation:
2.1.1 Segmentation by region/geographic region
In recent years, users tend to choose to buy products at famous brands, instead of
choosing to buy at retail stores. Therefore, the nationwide coverage of PNJ stores is
getting bigger and bigger.
PNJ's stores are concentrated and distributed mainly in urban areas, where many
people live. People in these areas often have a good average income or higher, and their
purchasing needs are also higher than in other areas.
In 2022, PNJ will continue to expand more retail stores across all provinces in
Vietnam, especially focusing on big cities where there are many advantages in terms of
location, facilities and people. people with high economic status. Regarding the
development situation in the provinces, now the middle class is increasing. Therefore, the
PNJ team plans to research whether the middle class can afford to open more stores and
how many stores should open. In terms of geography, PNJ mainly focuses on the South
and Southeast regions of Vietnam as the main market, the Northern region, the Central
and Western regions account for a small proportion. Therefore, PNJ continued to improve
the growth of business activities in the Western region compared to the previous year.
2.1.2 Demographic Segmentation:
*Age, gender, and income:
In the jewelry market with too many competitors and high competition, PNJ has
become one of the most successful gold and silver jewelry manufacturers in Vietnam,
famous for its reputation for product quality and price. trust. In recent years, PNJ has
been known as a brand with sophisticated and high-class designs, and when the number
of high-income customers is increasing in the market. Besides, the number of middleincome customers in the market is increasing day by day, which means that they have
plenty of money, can afford and are willing to pay for the jewelry they love. That's why
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PNJ decided to focus on the young and creative jewelry segments for office workers or
those with a mid-range income or higher who are willing to want to own that piece of
jewelry. Focus on elegance, fashion, youth, and enthusiasm. In recent years, PNJ has
focused on women aged from 30-45 years old, providing luxury jewelry brands with
unique and delicate designs. However, nowadays, young people are more and more
modern and want to refresh themselves with jewelry collections, this trend is most
expressed on the body of office workers, radiant in the office. parties at the organization,
or other young people shine in festivals, weddings, weddings of women, or more
narrowly, students who want to be more confident with their lives. friends, lovers. PNJ
offers a new collection that is unique but still retains its sophistication, modernity,
elegance, lightness, and freshness. In addition, jewelry and fashion accessories are richly
designed, with new colors, and made with different materials so that young women can
confidently wear jewelry. the best. Customer segmentation by age and income is as
follows:
Customers who are between 18 and 25 years old, have relatively low income, and
do not have much to spare, will mainly shop at PNJ Silver stores. Customers of
this group often pay a lot of attention to appearance, especially about fashion
accessories, and tend to like to assert themselves, so they will be interested in the
jewelry of big and famous brands.
The customer group is aged from 25 to 30 years old, has a stable job, and has a
good income and expenditure level. The customers of this group take particular
care of themselves and their appearance, interested in high-quality products.
Especially the jewelry accessories show the value and luxury as the jewelry lines
at PNJ Gold stores.
Customers aged from 30 to 45 years old, with high-income levels, or overseas
Vietnamese or foreign tourists will tend to Cao fine Jewelry stores the most
because they like expensive jewelry. money. They are followers of high-end
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luxury jewelry lines designed specifically to show their social status and expensive
expenditures to be able to own high-class jewelry save.
2.1.3 Segmentation by relationship status:
In the current market of wedding jewelry and couple jewelry, there are many
competitors because the potential customers for this jewelry market are never limited, but
it is always a fertile market where jewelry brands are on the target market. PNJ continues
to assert itself in this market segment with the leading position of couples' jewelry lines
as well as collections for couples, still bearing the traditional features of the oriental
people. faithful, but the product material still features wedding jewelry from the PNJ
brand with unique designs and the results of skilled artisans. Besides, there are
sophisticated stylized designs expressing eternal love.
Accompanying the wedding jewelry are the modern product lines following the
trend of modern love with strong bonds designed by artisans for couples in love. PNJ
couple jewelry is designed to be the same or nearly the same, thereby expressing love,
cohesion, and fidelity. Besides, to have a harmonious combination of men and women,
men's designs are often less detailed, more research, and stronger. Meanwhile, designs for
women are often soft, gentle, and have more details.
2.2 T – Targeting:
Based on the above segments as well as considering the characteristics of the
products, in order to increase sales and stand firmly in the jewelry market, PNJ chooses
for itself a demographic segment, specifically by age. and income, especially PNJ focuses
mainly on female customers aged from 25 to 30 years old, have stable jobs, and income
and spending levels are above average.
Cause: Currently, the female population in Vietnam aged 25-30 accounts for about
4.2 million people, they are mature girls, have stable incomes, need care and beauty. for
yourself. People who want to buy jewelry with trendy and unique designs, exuding a
youthful and dynamic look, but equally solemn and elegant. It can be said that the period
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of 25 to 30 years old is the peak period of life, at that stage they always want to take care
of their beautiful appearance. They have many social relationships, the need to wear
jewelry to confidently participate in important meetings or solemn parties is increasing.
In a diplomatic party or a meeting with important people, at this age they need to assert
their status. Elegance will be exalted not only by delicate clothing but also by jewelry. In
addition, the selection and coordination of jewelry items also help them show themselves
as a smarter, more sophisticated person in the eyes of others. Thereby, it can be seen that
elegant and sophisticated jewelry is always the right choice to highlight the brilliant,
splendid and mature beauty of the ladies.
2.3
P – Positioning:
With more than 30 years of operation in the market, PNJ has left a strong mark in
the jewelry industry with impressive revenue growth. Along with that, the brand value is
growing stronger and gradually conquering customers throughout the three regions of the
North - Central - South. Just talking about jewelry, customers will immediately think of
the PNJ brand and vice versa. Now PNJ has built a strong foothold in the jewelry
industry in Vietnam as well as in Asia.
Currently, PNJ's designs always have modern fashion colors, leading the trend
with high-class designs, exalting the class as well as the style of the owner, not only that,
PNJ always uses materials of high quality. Top-quality makes women completely
convinced and want to own it.
In the middle of the market, there is too much competition between different
brands such as Doji, SJC, Bao Tin Minh Chau..., although other brands always position
themselves to use quality materials and suitable prices. However, the design of those
product lines is no longer attractive enough for young people like before. Knowing that
PNJ not only stops at providing quality products that meet 100% of strict international
standards, the leading jewelry retail brand in Vietnam chooses to sell customers the
assurance of quality products. Quality assurance comes with modern designs, much more
advanced designs.
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CHAPTER 3 4PS
3.1 Product:
With the mission of always creating, continuously, and pioneering innovation to
serve the needs of customers, affirming the unique self, the different self, the product line
of the PNJ brand affirms the experiences brought. It will be constantly changing,
constantly changing. PNJ's designs are all completely new creations, applying modern
and advanced production technology. Each collection is always blown into it with a
contemporary breath, reflecting the diverse lifestyles and styles of many customer
groups. Therefore, we think that everyone can have their own “Style”.
Initially and basically, PNJ provided main products of gold and silver, high-class
gemstones for business people, people with a high standard of living in society, and had
financial expenses for jewelry lines. expensive. However, PNJ realizes that now a large
number of female customers aged from 25 to 30 are increasing, especially girls with
middle income and above, they want to own luxury jewelry, elegant, gentle, and unique,
aimed at dynamic young people full of dreams and ambitions, but there are not any
collections that express these meanings. Therefore, PNJ decided to plan to develop a new
product line to attract and meet the needs of this potential customer group.
PNJ named the new set of products “Shine”, this collection is meant to recreate the
multi-dimensional beauty of women through delicate, light, energetic designs that always
shine in every look. This is also a new design trend and is becoming a fashion
phenomenon favored by many stars. The products of the newly developed collection are
very diverse for customers including rings, necklaces, bracelets, earrings, brooches,
pendants, etc., ensuring to meet the diverse needs of customers. fashionistas. In addition
to the product lines that have attracted the attention of consumers, PNJ also constantly
updates new models in accordance with modern fashion elements and today's fashion
trends, especially “Shine”. will be released in 2022.
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The collection “Shine” with 10k white gold material is cleverly designed to
convey the beauty of youth, full of dreams, ambition, dynamism, and enthusiasm in life.
The delicate combination of artisan's hands with trendy design is unique for girls from 25
to 30 years old, but equally gentle, graceful, and elegant. The collection includes
bracelets, rings, necklaces, and earrings, very diverse designs for women to choose from.
So, what does PNJ's new product have the customers must love and want to own?
Over the years of establishment, PNJ has done something that few other brands can do,
that is, when people think of high-quality high-end jewelry, the first brand that can be
said is PNJ. PNJ has long built consumers' trust in the quality of the products that the
company offers, which is always the best. Moreover, this design is built on the elements
that enhance the mature beauty of 25 to 30-year-old girls who want to assert themselves,
express themselves more confident and dynamic. In the pages of this “Shine” collection,
besides making the highlight and attracting the target customer group of PNJ is also the
message that the “Shine” collection brings.
3.2 Price:
It is easy to see that PNJ's new collection “Shine” was born targeting the beauty
needs of the majority of women aged 25-30 with a stable income and looking for unique
designs, Sophisticated but equally elegant and noble. So, what is the price offered for the
products of this “Shine” collection to be able to meet the needs of this age group market
segment?
Although PNJ initially focused on the goal of matching the income of consumers,
quality is still what customers care about and want to own the best quality product,
carefully selected. and designed and crafted by rigorous processes and a team of highly
skilled artisans. And this becomes easy when PNJ always produces products that are not
only beautiful and sophisticated but also have an indisputable quality. Low pricing
strategy has never been a strategy pursued by PNJ, so the price of this new product line of
PNJ will not be cheaper than previous product lines, especially PNJ's main competitor is
Doji Currently, there is a product line aimed at our target customers, which is the
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collection "Lucky star Youth Jewelry", with prices ranging from 1 million to 3 million for
each piece of jewelry.
Therefore, with this new collection in 2022, we recommend a price ranging from 1
million to 4 million for each piece of jewelry in the “Shine” collection (gold price may
change depending on domestic and international gold prices). That is the price that is
suitable with the financial ability of the target customers who are girls from 25 to 30
years old with relatively stable incomes. With this price, it can be said that PNJ has used
the brand-based pricing strategy and hit the customer's psychology, although the price of
these new products is relatively higher than that of the competition, it is still at a high
level. suitable level for women who can afford this product line and it is the quality of
PNJ's products that has won the trust of customers, thereby motivating customers to
always be ready to buy the series' products. collect “Shine” no matter how high the price.
And now, PNJ is completely confident that it is able to compete with competitors in terms
of the quality of new products because of the brand-based pricing strategy and hit the
customer's mentality “The higher the price, the better the product.”
3.3 Place:
Place in the marketing mix refers to the fact that the product will be distributed in
locations where customers can use the company's products. According to statistics, by
2021 PNJ has developed a distribution system from north to south with 341 stores
nationwide. So, what has PNJ planned for its product distribution strategy in 2022?
First, PNJ needs to carefully research the target market and make a decision on the
location of the stores, such as customer characteristics of the target market, including age,
occupation, education level. intellectual, income. In addition, it is necessary to study the
population density, the convenience of shopping as well as ensure the display and sales so
that it is easy to reach potential customers.
Repair and upgrade the infrastructure of existing stores to be spacious, clean, and
beautiful, arrange reasonable and eye-catching signs, highlighting the company's image.
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When choosing to open a new store, it is necessary to pay attention and consider the
location where they will arrange the store, the ability to compete with other brands.
In 2022, PNJ will continue to expand the distribution of products, focusing on
large cities or areas with high education levels and developed economies, especially
where many trade centers and supermarkets are located, vincom or high-end stores.
Those are favorable environments that can help PNJ develop its market, especially easily
approach and attract more customers to know about PNJ's new products. Large shopping
malls are the gathering places for most potential customers at home and abroad, they
often go there on weekends or holidays to buy necessary items for themselves and they
will have to hesitate. When seeing pictures promoting PNJ's products, you can even go
directly to the store to try this new product. Therefore, PNJ needs to link up with as many
shopping centers as possible and this is an extremely correct distribution strategy that can
bring products closer to customers that PNJ needs to promote in the coming year.
In the digital age, besides promoting products by building stores in potential
locations, PNJ needs to expand its product distribution channels on major e-commerce
channels such as Shopee, Tiki, Lazada, Sendo... to be able to convey the company's new
images and products to customers as quickly as possible. Currently, the trend of online
shopping is increasingly popular, especially among young people, who have their own
jobs and busy schedules that make them not have time to go to the store to see the
products in person. Besides, the distribution channel management system is also
established from the websites of PNJ, Facebook, Instagram, Twitter, etc. Therefore, PNJ
needs to continue to promote the distribution of new products on e-commerce channels.
above to be able to attract the most potential customers.
3.4 Promotion:
In the 4Ps of marketing strategy, communication is considered as a strategic policy
aimed at gaining or maintaining a competitive advantage in the market. One of the
strengths in PNJ's marketing strategy is when it focuses on big campaigns to hit customer
insights in the market. It can be said that PNJ's communication campaigns always know
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how to delve into the psychology of customers. As in each collection, PNJ always
conveys a deep and close-to-reality message. Currently, PNJ applies many methods in
communicating and promoting products such as Media advertising (TV, Magazines,
Newspapers, ...); Direct Response Advertising (Online advertising ...); Place Advertising
(Billboards and bulletins, Posters, Transit ads, Cinema ads, ...); Trade and ConsumerOriented Promotions (Display and advertising allowances, Trade shows, Sample,
Coupons...)
One of the most popular communication methods today is media advertising, and
PNJ is currently applying this advertising strategy very well. PNJ is currently
collaborating with many famous artists to create many media products such as photo sets,
TVC advertisements published on TV, magazines, newspapers, social networking, ...
Most recently, PNJ cooperates with artist Chau Bui in the MV "You are a jewel" which
has brought the brand "Style by PNJ" closer to customers. Following that success, with
the "Shine" collection, PNJ will continue to cooperate with famous artists, influencers,
KOLs to create communication products and reach customers.
Besides, PNJ also applies direct response advertising to its marketing strategy.
Building product introduction websites, where customers can interact directly with sales
staff, helping PNJ receive customer comments, improve products and service quality. Use
direct mail and telephone solicitation to introduce new collections to the brand's loyal
customers. This is a very subtle strategy that PNJ will apply to introduce the “Shine”
collection to customers while taking care of customers and introducing new products. In
addition, place advertising is also a strategy being widely applied by PNJ. Currently, we
can easily see posters introducing PNJ's products on major streets, billboards and
bulletins, bus stops, cinemas, or cars with large posters. of PNJ running everywhere. This
will be a way to bring “Shine” closer to customers, no matter who they are, they can
easily know the collection.
Trade and Consumer-Oriented Promotions is a method that is no longer strange to
marketers. PNJ is no exception, PNJ once organized the campaign "Priceless gift", With a
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lot of comments expressing consensus from viewers and discussions about the story in
the clip, we continue to attract people. use Facebook to the microsite. Here, users will
have a chance to receive a discount voucher if they follow these simple steps. Participants
must post a word or sentence explaining why “You are a priceless gift”. The microsite
reached a total of 221,595 participants with only 30% of the media budget. The video
became an instant hit online with a total of 2,596,525 views, 18,533 shares, and over
33,000 interactions, and 1.5 million views on the PNJ fan page alone. Social media is a
tool for the company to attack customers, the young age group is the customer market
that PNJ's marketing strategy is aimed at. “Shine” was introduced to the market at a time
when society returned to a new normal after a long time of social distancing, and the
demand for shopping increased. PNJ will organize promotions to increase customer
attraction, 50% Big sales for different types of jewelry during holidays, and 10% discount
promotion for loyal customers. necessary, installment with 0% interest for all jewelry
items. Many sweepstakes programs when buying jewelry at PNJ.
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CHAPTER 4 BUDGET AND TIMELINE
4.1 Timeline:
- New product communication strategy for 2022:
• First phase (4 months):
Design posters, banners, post on media sites to create curious effects for customers:
create design and print posters and banners vaguely about the new collection such as
some images, collection name and product launch date. Then put these posters and
banners at all stores nationwide to attract customers' attention. At the same time, write
content to post on social networking sites such as Facebook, Instagram, Twitter... about
the information of the collection as well as the release date to more widely disseminate to
everyone about the new collection.
• Second phase (1 month):
Direct marketing: Planning the organization for the product launch such as choosing a
venue in major cities, preparing images and videos to introduce products, preparing art
performances. Running ads, pr for the ceremony on social networking sites such as
Facebook, Instagram, Twitter, TikTok, and Youtube to create media effects. Invite famous
artists to be brand ambassadors to represent new product lines such as Miss Thuy Tien or
Miss Do Thi Ha who have just participated in the biggest beauty contests on the planet as
brand ambassadors for the new collection. will create effects for the product, invite
celebrities to create effects to attract attention, invite journalists to take photos and write
articles. Finally, they will give gifts to the guests to promote the product. After the
ceremony, photos of celebrities taken with the collection and product images will be
promoted on PNJ's social networking site.
• Stage three (6 months):
After product launches, promote the publication of images of the collection and create
meaningful promotional videos for the new product line. Run ads for products on social
24
networking sites, TikTok, Youtube, and connect with TV channels to advertise at golden
hours of the day. Contact major newspapers to write articles about products, write about
the meaning of advertising videos to attract views on youtube. Hire KOLs to make
product review videos to create curiosity as well as customer confidence about the quality
of the product. At the same time, promoting great incentives and promotions for new
product lines, widely promoting this promotion, hanging promotional posters at stores,
and marketing staff directly to customers when they come to PNJ stores .
4.2 Budget:
Strategy marketing
Activities
Total Costs
Design posters, banner
Take photos and print for new
Creating media
publications
100.000.000
products
Create content demo
VNĐ
Hire event organization services
(package service)
Invite brand ambassadors
Invite celebrities, journalists.
Design and print publications are
New product launch
events
needed in the launching ceremony.
Run advertising, PR before the event
Construction, design, and review
before the program
Give gifts to guests
25
2.000.000.000
VNĐ
