Pucha energy drink marketing plan group 3k2l

Group 3K2L

Executive Summary

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Group 3K2L

TABLE OF CONTENTS
I.

EXECUTIVE SUMMARY ................................................................................................................. 3

II.

INTRODUCTION OF COMPANY ............................................................................................... 3

1.

Vision .................................................................................................................................................4

2.

Core values ........................................................................................................................................ 4

3.

Beverage Categories ..........................................................................................................................4

III.

DEVELOPING NEW PRODUCT .................................................................................................6

1.

Micro environment ............................................................................................................................ 6
a.

Company ....................................................................................................................................... 6

b.

Customer ....................................................................................................................................... 8

c.

Competitor .....................................................................................................................................9

d.

Supplier ....................................................................................................................................... 10

2.

Macro environment ......................................................................................................................... 10
a.

Economic .....................................................................................................................................11

b.

Natural ......................................................................................................................................... 11

c.

Technology .................................................................................................................................. 12

d.

Political ........................................................................................................................................13

3.

SWOT Analysis ............................................................................................................................... 14

IV.

FINANCIAL AND MARKETING OBJECTIVES .................................................................... 15

1.

Marketing Objectives ...................................................................................................................... 15

2.

Financial Objectives ........................................................................................................................ 16

V.

MARKETING STRATEGY .............................................................................................................17

1.

Segmentation ................................................................................................................................... 17

2.

Target customers ..............................................................................................................................19

3.

Positioning .......................................................................................................................................20

VI.

MARKETING TACTICS (MARKETING MIX 4P) ................................................................. 21

1.

Product .............................................................................................................................................21

2.

Price .................................................................................................................................................23

3.

Place ................................................................................................................................................ 24

4.

Promotion ........................................................................................................................................ 25

VII.

FINANCIAL PROJECTIONS ..................................................................................................... 27

VIII.
IX.

IMPLEMENTATION CONTROLS ........................................................................................27
OVERALL ASSESSMENT .......................................................................................................... 31
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I.

EXECUTIVE SUMMARY

Fanty specializes in manufacturing and distributing soft drinks and other beverages in Vietnam.
Fanty's ambition is to connect with customers as if they were family members. We will meet you
at any time of the day with your favorite drink. With thousands of choices and billions of smiles,
we provide a diverse range of drinks from refreshments to high-demand health needs.
The energy drink market has been growing rapidly in recent years and has gradually become an
essential need in the lives of many people. Energy drink manufacturers have developed products
with various flavors and functions to attract customers. Currently, the main consumer group of
energy drinks is young people and those who work in a stressful and tiring environment. As this
is a type of beverage that can supplement energy and increase alertness to maintain productivity
in work and life. Although the amount of energy drinks consumed is high for energy stimulation

needs, such a large amount of energy drinks can cause many adverse effects on health.
Recognizing that the beverage market needs to change in a more positive direction, Fanty has
launched the "Pucha Energy Drink" with natural ingredients: water, natural Scoby yeast, sugar,
black tea, Guarana seeds, and honey in a certain proportion and other ingredients. In addition, the
Pucha energy drink also contains many nutrients, beneficial bacteria, and antioxidants, helping to
improve overall health.
Fanty will promote the "Pucha Energy Drink" product through social media. Furthermore, it will
be distributed in supermarkets to get closer to customers.
II.

INTRODUCTION OF COMPANY

Our story begins in 2005 on the famous tea highland in Thai Nguyen. It was here where Fanty
opened its first store, offering coffee, tea taste was preserved in combination with a modern
appealing style for our customers to take home. Our name was inspired by the word “Fantastic”
evoking that is a wonderful thing.
After 10 years, these coffee shops were very successful and the company became a limited
company. Fanty was successful in part due to the effort made to continuously improve the quality
of our products and the quality of the service we provide to our respected customers.

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1. Vision
Fanty operates based on the slogan “Quality never goes out of style”. Because of this, we
constantly strive to create the highest quality products through ceaseless effort and passion. We
continue to develop and expand the chain stores from the South to the North. Increase the
coverage of products to all distribution channels: supermarkets, convenience stores…

To become a pioneer by creating new ideas for the drinks industry.
To develop an outstanding brand, motivate one another, as well as turn ideas into reality through
unity, interaction, listening and respect.
To give happiness and treat our customers with respect and courtesy, each of us must always be
bright, never be inactive, or avoid challenges and not stop continuously improving ourselves.
Maintain our high quality that satisfies our customers by having a deep understanding of their
needs and values.
2. Core values
Putting product quality first
Professionalism in all activities
Commitment to product development in tandem with environmental protection
3. Beverage Categories


Demand for energy-boosting drinks (Tea, Coffee,…)



Demand for health-related drinks (Juice,…)



Demand for physical activity ( mineral water, lemon with salt,…)



Thirst-quenching demand (Soft drinks,…)

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III.

DEVELOPING NEW PRODUCT
1. Micro environment
a. Company


Finance

The total equity of the company is VND 248 billion, of which the charter capital is VND 176
billion. The revenue in 2022 reached VND 110 billion, with a post-tax profit of VND 21 billion.
Available capital cost: Fanty is a newly established company, so the initial cost of goods sold will
be limited. Newly established companies often have higher available capital costs than
companies with more experience in the industry. The main reason is that the company has not yet
established relationships and a reputation in the industry. If the company has high available
capital costs, which means the cost to recover the investment capital is high, the profit margin
will be low in order to attract investment.
Cash flow: the cash flow of a newly established company in the first few years will typically be
low. Because it is a newly established company that needs time to establish its reputation, build
relationships with customers, and develop products. The company also needs to focus on
investing heavily in advertising and marketing to increase opportunities to attract customers,
which will also reduce cash flow.
To achieve financial stability, a newly established company needs to develop a detailed and

balanced financial plan. The company needs to have a good financial management process to
monitor expenses and revenues closely to control budgets and save costs. Effective management
will help the company minimize risks, control finances, and increase development opportunities.


Marketing

Company reputation: Fanty has built a reputable brand that offers high-quality products and has
established a strong brand image by creating its own distinctive visual identity, logo, and color
scheme to help customers easily identify the brand.
Customer satisfaction: The company always focuses on customers and places them at the center
of each marketing strategy, aiming to provide the best possible customer experience.

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Community support activities: Fanty regularly engages in environmentally friendly activities,
which contributes to creating a positive impression on customers.
Pricing strategy: The company aims to maintain stable prices that are suitable for the needs of the
majority of consumers.
Effective promotion strategy: Regularly updating promotions for special occasions and exclusive
events through e-commerce platforms and direct sales.


Manufacturing

Facilities: For Fanty company, infrastructure is a crucial factor in ensuring the effectiveness of
energy drink production. We understand that owning suitable and modern facilities is necessary
to meet production needs and maintain a competitive position in the market. Therefore, we invest

heavily in upgrading and expanding our infrastructure to meet increasing production demands.
Economies of scale: In the production of Pucha energy drink, we are currently researching and
evaluating to determine the most appropriate production scale for market demand and the
company's production capacity. For now, the company will focus on ensuring that the volume of
products produced is appropriate to the production scale to achieve lower production cost
advantages. At the same time, we will also take advantage of opportunities to increase production
scale when required by the market and our production capacity is improved.
Able, dedicated workforce: Fanty establishes rigorous recruitment and training processes to
ensure that we have capable, honest, and enthusiastic employees to lead the company to success.
In addition, we create a positive and supportive working environment and equip employees with
the necessary tools to perform their tasks efficiently. This will increase productivity and retain
good employees while ensuring that the company always has a reliable and efficient labor force
to produce high-quality products.
Ability to produce on time: With the desire to win the trust and satisfaction of customers, Fanty
company always places the ability to produce on time as the top priority. We understand that
timely delivery is an extremely important factor in maintaining a competitive position in the
market. Therefore, we ensure that our production and inventory management processes are

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adjusted and tightly controlled to produce and deliver our products on time as committed to
customers. We are committed to bringing absolute satisfaction and trust to our customers.


Organization

Visionary leadership: Fanty has leaders with vision, the ability to guide and manage the company
in the right direction. These leaders have strong expertise, experience and skills to make

important strategic decisions and execute them well.
Dedicated employees: Fanty's employees are dedicated, have a strong work ethic, love their work
and are committed to contributing to the company's success. They have a passion and a firm
sense of responsibility that will help Fanty reach new heights.
Entrepreneurial orientation: Fanty has a strong entrepreneurial spirit, as evidenced by its
willingness to take risks and try new things. The company has expanded into new markets and
channels, such as e-commerce. This entrepreneurial spirit will help Fanty overcome competitors
in the industry.
Flexibility and responsiveness: Although a newly established company, Fanty has the ability to
be flexible and responsive to market conditions and consumer preferences. Placing the needs of
customers first, Fanty regularly conducts research and development to ensure its products meet
the evolving needs of consumers. This flexibility and responsiveness will help Fanty maintain
relevance and success in the future.
b. Customer
Fanty’s customers are divided into two main markets: the consumer market (people who want to
start a new day with a healthy drink) and the distributor market (supermarkets and retailers
purchasing goods and services for resale to earn profits).
Distributor market: Small retail distributors, supermarkets, gym rooms, e-commerce, etc., have
the ability to influence consumer behavior. Customers can buy products directly at stores and
online channels at any time. Especially on holidays, there will be promotions.
In the current market, energy drinks are facing disappointment from consumers due to the
predominantly unhealthy ingredients in existing products. Many consumers have realized that

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energy drinks on the market often contain too much sugar, caffeine, and preservatives that can be
harmful to health when consumed in excess.
Therefore, consumers, especially young people with stable high incomes, are seeking highquality natural energy drinks with safe and healthy ingredients. They also want the product to

improve energy, enhance concentration and performance, while providing a refreshing and alert
feeling. In addition, consumers are concerned about reasonable prices and the reliability of the
product brand.
 Realizing the changing lifestyle and customer needs, Fanty has researched and introduced
natural ingredient energy drinks to meet customer demands.
c. Competitor
With the attractive opportunity of a high-consumption beverage market like Vietnam's, the value
of the non-alcoholic beverage group grew strongly in 2018 compared to the previous year by 7%.
In addition, it contributed to the fast-moving consumer goods industry by 20%, on par with
alcoholic beverages such as beer. Billions of Vietnamese Dong were spent on taxes each year to
further contribute to the development of the national economy in the beverage industry.

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Direct Competitors: The biggest direct competitors of Fanty are Pepsi, Coca-Cola, and Tan Hiep
Phat,... Energy drinks like Sting, Number 1, Coca Cola Energy also belong to the same customer
segment. This is the competition that attracts attention in the beverage market in Vietnam.

Potential Competitors: This includes competitors that will appear in the future and those that
have recently emerged in the market. The emergence of these competitors has increased the level
of competition in the industry. However, this may have a significant impact on Fanty as a new
brand, as it does not yet have a large market share in the beverage industry.
Substitute Products: Currently, substitute products in the industry such as lemon water, milk tea,...
can be found at beverage shops. This will also have an impact on the future of the beverage
market in Vietnam.
 To make a breakthrough and stand out, Fanty needs to research and develop new products
that are suitable for current trends. Consumers nowadays are very concerned about their
health and they always want to find products that are beneficial to themselves. Realizing

the changes in lifestyle and consumer demand, Fanty has conducted research and
launched an energy drink made from natural ingredients to meet customer desires.
d. Supplier
The source of raw materials of Fanty company includes imported raw materials and raw
materials purchased from Thai Nguyen.
Thai Nguyen is one of the largest regions for growing black tea in Vietnam, with many famous
tea specialties. Particularly, Fanty has the advantage of having its own supply of black tea.
Moreover, Fanty focuses on protecting and developing tea varieties, applying modern farming
and processing methods to produce high-quality black tea. This is the main source of raw
materials to nurture the scoby for the upcoming launch of the Pucha energy drink by Fanty.
It is for granted that suppliers directly affect the product in all its aspects, from manufacturing to
packaging. They play a crucial role concerning the product because they provide resources and
raw material to the company, a “sound, stable and ethical supply" are vital to continued success.
2. Macro environment
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a. Economic
The movement and development of the market depend a lot on the economic environment.
Economic factors will include economic growth rate, economic inflation rate, etc.
It is forecast that Vietnam's per capita income in 2023 may range from about 3,700 - 4,000
USD/year, (about 87-94 million VND/year). This is an increase compared to 2021 when
Vietnam's per capita income is estimated at 3,400-3,500 USD/year (about 79-82 million
VND/year). Vietnam is one of the countries with high economic growth in Southeast Asia in
recent years. The movement and development of the market depend a lot on the economic
environment. Economic factors will include economic growth rate, economic inflation rate, etc.
Vietnam's economic growth rate in recent years has been stable at around 6-7% per year. Along
with population growth: With a population of 98 million people, Vietnam is one of the largest
consumer markets in Southeast Asia. Increasing income and population growth also mean an

increase in consumer demand, including energy drinks and beverages.
Regarding income structure, Vietnam is in the process of renovating its economic structure to
ensure sustainable and equitable development. However, there are still income disparities
between classes and regions. Large cities such as Hanoi and Ho Chi Minh City have higher
average incomes than rural and mountainous areas. The change in spending structure in the
population of Vietnam is gradually changing with the increasing trend toward high-end consumer
needs.
Thereby, people's income level is now gradually improving, so people also pay more attention to
their health and consume more carefully. As such, drinks that not only help refreshment but also
focus on health are gradually approaching and developing in the market with increasingly
modern technology, efficient distribution channels, and reasonable prices. the beverage industry
will continue to develop more in the future.
b. Natural
Vietnam's hot and humid weather is a catalyst that boosts the sales of bottled water and creates
favorable conditions for the consumption of energy drinks.

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As a Pucha product, the essential ingredient to cultivate scoby is black tea. When it comes to
black tea, it is impossible not to mention Thai Nguyen, a region famous for its delicious and
fragrant black tea.
Negative impact:
Natural disasters, floods, and pandemics have caused damage to both the quantity and quality of
black tea. This directly affects the reliable supply of black tea for Pucha energy drink products.
Fanty makes a sustained effort to create a positive ethical dimension on the brand image in
environmentally friendly and environmentally consciousness in the marketplace.
c. Technology
Fanty officially introduces its new and unique energy drink product, Pucha. With the rapid

development of science and technology, and the age of digitalization, a plethora of competitive
products have emerged in the market. Fanty constantly conducts research and development to
bring new products to the market, such as the "Pucha energy drink" made from scoby cultured in
black tea, along with a specific amount of honey and various herbs. This product offers highquality and diverse options for consumers in terms of taste, nutritional values, and lifestyle needs.
Therefore, with the participation of modern science and technology in today's age, Fanty once
again affirms its brand to customers with the launch of the new product Pucha, which helps the
company compete with other products in the market. Since 2015, Fanty has invested billions of
dong in many projects in Vietnam, particularly in investing in clean water access programs and
resource conservation, using scientific and technological approaches to ensure product quality
and safety for consumers, and continuing to increase revenue to assert its brand as a quality
company in Vietnam.
Technological advancement is crucial for beverage companies. With the help of technology,
Fanty is communicating with its target market segments through social media such as Facebook
and Tiktok, understanding the psychology of consumers. Additionally, Fanty recognizes that
promotional activities are the best tool for promoting the product image. When introducing the
Pucha product, the company applied a free trial program at supermarkets, retail stores, and gym
centers. Furthermore, scientific and technological advancements also affect the distribution
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process of Pucha products. Modern equipment and production lines are used to create safe and
high-quality products for consumers. The products are expanding their coverage in all locations
to generate revenue and benefits, helping Fanty assert its brand as a beverage company in the
Vietnamese market.
d. Political
Economic policies: Government economic policies can affect the product by influencing
production costs, market prices, taxes, and financial support for businesses. If the government
promotes policies that support local products and products with natural ingredients, the new
company's energy drink product may benefit from them.

Political security: The political security of the country can also affect the product by creating a
stable environment for businesses to operate. If there is political instability, it can affect the
production and consumption of the product.
Political partners: Having good relations with international political partners is also an important
factor for the product. If there are free trade agreements or good trade relations with countries
that have a demand for energy drinks, the product may be exported and the market expanded.
Law enforcement: Law enforcement can affect the product by ensuring regulations on food
safety and regulations on product ingredients. If the product meets the requirements of food
safety and quality standards, it can increase opportunities to access the market and increase
customer confidence.
Legal regulations:
The Vietnamese National Assembly adopted Law No. 55/2010/QH12 on Food Safety on 17 June
2010 (Food Safety Law). The Food Safety Law stipulates the rights and obligations of drink
products manufacturers in relation to drink safety, manufacturing conditions to ensure drink
safety, drink business operations, importing and exporting drink, drink advertising, drink labeling,
and preventing breakdowns in food safety and properly handling breakdowns if they do occur.
Basic labeling requirements
The labeling regulations of Vietnam require the below information to be clearly stated on the
label for drink products:
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

name of the drink



name and address of the organization or individual responsible for the drink



origin of the drink



quantity



date of manufacture and expiry date



ingredients or ingredient quantities



information about warnings (if any)



instructions for use and preservation.

In addition, depending on each type of packaged drink, the label must also satisfy the specific
requirements as required by law.
Nutrition information panel
Nutritional value of drink or its ingredients on labels of drink products. Apart from the
information disclosure requirement applied to health claims, manufacturers/importers are not

required to provide nutrition information.
3. SWOT Analysis


Strengths

High awareness of health benefits: Consumers today are highly aware of the benefits of using
products with natural ingredients. They are paying attention to protecting their health and
preventing nutrition-related diseases, choosing nutritional food products to support this purpose.
Product diversity: Fanty has a wide range of products, from natural drinks to health-protecting
products for consumers. This meets the diverse needs of customers and helps the company to
increase its market share.
Convenience: Natural drinks are often sold in clean food stores, supermarkets or online shopping
sites. This creates convenience and easy access for customers.


Weaknesses

Cost: The cost of natural drinks for health is often higher than that of other regular products due
to higher ingredient production costs and manufacturing processes.
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Emerging market: The market for health-enhancing drinks is still in its infancy, requiring
businesses to invest heavily in advertising and brand building to attract customers.
New products may not be accepted by customers because their consumption habits still prioritize
traditional drinks.


Opportunities

Growing market: The market for natural drinks is growing and is expected to continue to develop
in the future.
Increased awareness of health: Today, consumers are paying more attention to health and
nutritional balance.
Natural drinks are becoming an increasingly popular trend in reducing stress and enhancing
overall health. Many brands are developing these drinks to meet consumer needs.


Threats

Fierce competition: One of the biggest challenges is fierce competition from competitors in the
same industry. Companies must constantly find ways to develop new products and improve
production processes to meet the increasing demands of the market. At the same time, they must
ensure that their products meet quality and food safety standards to compete in the market.
Environmental concerns: Another challenge for the company is environmental protection and
resource conservation. Companies need to ensure that the production and packaging processes
are carried out in an efficient manner to save resources and energy, while minimizing the impact
of production on the environment
Regulations on food safety and quality management are also becoming increasingly stringent,
requiring companies to invest more in product quality control and supply chain management to
comply with regulations and ensure customer safety.
IV.

FINANCIAL AND MARKETING OBJECTIVES

1. Marketing Objectives


Introduce the success of the Pucha energy drink to target customers.



Increase brand awareness for the new product line.
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

Establish Fanty's image as a healthy beverage brand, leading in product innovation.

2. Financial Objectives

Goal:
Slaes Value: 15 billion VND
Initial Cost: 12 billion VND
��� =

15 billion VND − 12 billion VND
�100 = 25%
12 billion VND

 A net profit ROI of 25% demonstrates that the production of 1 million units of Pucha
energy drink is profitable and worth investing in.
Year 1: The expected revenue is around 15 billion VND, with the break-even point reached at the
end of the year. With an average wholesale price of around 15,000 VND/can, the sales target is
1,000,000 cans.
Year 2: Fanty will introduce new flavors for Pucha, including zero-calorie options. The target for

the second year is to double the revenue of the first year, reaching 30 billion VND
Year 3: Fanty will continue to develop the quality of the product, providing customers with an
excellent experience. The goal is to maintain the same level of revenue as the second year or
possibly even higher.
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V.

MARKETING STRATEGY

1. Segmentation
The Vietnamese beverage market is very large, including all types of beverages, and each
consumer will find a suitable drink for themselves. There are generally 6 main categories in the
beverage market:


Thirst-quenching demand.



Demand for energy-boosting drinks



Demand for drinks while on the move.



High demand for health-related drinks.



Demand for experiencing new and exotic drinks on the market.



Demand for physical activity.

Market Segmentation

Demand

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1

Thirst-quenching

These are people who like to drink water to quench their thirst

demand

during necessary moments, such as after exercising or doing
strenuous work. They tend to look for water with high levels of
hydration and can consume a large amount of water at once.

2

Demand for energy-

These people are often busy and need to provide energy to

boosting drinks

maintain their energy and focus throughout the day. They tend to
look for drinks containing caffeine or other ingredients to provide
energy to the body.

3

Demand for drinks

These people are usually those who lead an active lifestyle and

while on the move

frequently move around. They look for convenient drinks to carry
with them when they go to work, school, or travel.

4

High demand for health- These are people who are concerned about their health and seek
related drinks

drinks containing beneficial ingredients for their health, such as
vitamins, antioxidants, and minerals.

5

Demand for

These are people who like to explore and want to try new and

experiencing new and

exotic drinks. They tend to look for drinks with new and exotic

exotic drinks on the

flavors and ingredients to try.

market.

6

Demand for physical

These people are often those who regularly exercise and seek

activity.

drinks that provide energy and hydration to the body during their
workout. They tend to look for drinks containing sugar and other
supplements to help the body recover.

"The Drink Usage Study" by Kantar tracks the purchasing and consumption behavior of 3,500

people aged 4-60 in both urban and rural areas during the period of July-August 2022. After the
survey, we recorded over 70,000 occasions of consuming branded and unbranded non-alcoholic
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beverages, both at home and outside (in cafes, schools, workplaces, etc.) and without limiting the
channels they purchase drinks from.
We discovered 5 interesting trends in Vietnamese drinking habits after the pandemic:
(1) rural consumption preferences are catching up with urban ones
(2) there is an explosion of variety and flavor in drinks
(3) online ordering channels are growing rapidly
(4) the trend towards healthy and nutritious eating is strong among young consumers
(5) businesses are applying personalization (the segment of me) to meet the diverse needs of
customers.
=> One of the most prominent trends is the strong shift towards healthy and nutritious
eating among young consumer groups.
2. Target customers
Fanty's specific market segment targeted in the first year for the Pucha product are people aged
20-35 with high income who have a tendency to eat healthy for good health and those who seek
energy boost for physical activities.
Targeting

Demand

Features

Young people

They seek energy boosts for

Made from natural ingredients

with a tendency

alertness in work and study,

including scoby cultured in black

to eat healthily.

optimize their level of nutrition,

tea, honey, guarana extract, and

avoid harmful chemicals and

some health-beneficial herbs.

additives
Users seeking

Provide hydration and necessary

energy boost for electrolyte supplementation, energy
physical

to maximize performance.

activities.

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3. Positioning


Monster 330ml: 27,000 VND/can (Mainly made from natural ingredients, with extracts
from ginseng, guarana seeds…)



Night Wolf 245ml: 18,000 VND/can (Mainly made from natural ingredients such as
ginseng, Ngoc Linh ginseng, Cau Ky Tu, Wu Wei Zi...)



Redbull 250ml: 10,500 VND/can (Ingredients include water, sugar, acidity regulator,
mixed fruit flavor, vitamin B5, vitamin B6, vitamin B12...)



Coca-Colala Energy 250ml: 10,000 VND/can (Mainly made from guarana seeds and Bgroup vitamins...)



Sting 330ml: 10,000 VND/can (Ingredients include carbonated water, acidity regulator,
electrolytes, sugar cane, natural flavor, strawberry flavor, caffeine, ginseng...)



Number One 330ml: 10,000 VND/can (Ingredients include water, sugar, acidity regulator,
synthetic flavor used in food...)

Currently, there are many energy drinks in Vietnam that are receiving a lot of love from
consumers. While Redbull, Sting, and Coca-Cola Drink are fiercely competing in the mass
market segment because of their affordable price that anyone can buy, Monter or Night Wolf,
despite their high price compared to the same volume, with extracts from natural herbs such
as ginseng and guarana,... They are also thriving in the segment of high-income individuals
who focus on health.

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Recognizing that Fanty is a newly established company in recent years, competing with
major brands is a challenging task. Therefore, Fanty has researched energy drinks with
natural ingredients. The differentiation strategy for Pucha is its characteristic ingredients,
including scoby grown in black tea, a certain proportion of honey, and some herbs, creating a
unique flavor that no other energy drink on the market can match. Furthermore, Vietnamese
consumers' awareness has been increasing, not only focusing on quality products but also
caring about social responsibility. Therefore, Pucha positions itself as a comprehensive
quality product. For every Pucha energy drink purchased, a QR code will be donated and
activated. Customers can track information on the company's website with 30 codes per tree.
Fanty has been working with the BO TAI NGUYEN VA MOI TRUONG (TN&MT) to plant
150,000 trees for forest conservation over three years from 2023-2026.

Brand Mantra: “From nature, fuel your fire within”
"From nature, fuel your fire within" This brand mantra encapsulates the idea that the Pucha is
a powerful source of fuel that ignites the internal fire or passion within individuals, providing
them with the energy and motivation needed to conquer challenges and achieve their goals. It
conveys a sense of empowerment, intensity, and drive, while also emphasizing the fueling
aspect of the product. The use of "fire" evokes images of energy, power, and excitement,
which align with the desired effects of an energy drink. This brand mantra can resonate with
individuals who are looking for a source of energy to help them perform at their best, stay
focused, and overcome obstacles, and it could also connect with those who are seeking a
sense of adventure and thrill in their lives.
VI.

MARKETING TACTICS (MARKETING MIX 4P)
1. Product


Core customer value: The core value of Pucha energy drink is health. It provides
energy and boosts immunity for people who are interested in improving their health.
Pucha energy drinks help consumers feel more alert and energetic during daily
activities.

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

1

Actual Product:

Nutrient names

Percentage

Organic water

70%

Ingredients: natural Scoby yeast, sugar,
black tea, Guarana seeds, and honey in a
certain proportion.
Features:

2

Black tea

A healthy formula for optimal energy

12%

supplementation.
3

Natural scoby
culture

Pucha energy drink contains caffeine, which

10%

reduces fatigue and increases energy in the
body.

4

Honey

Improves digestion, enhances cardiovascular

10%

health, and immune system from Scoby
probiotics.

5

Guarana extract

4%

Natural ingredients without artificial flavors
or colors.

6

Sugar

2%

Provides essential vitamins such as Vitamin
B1, B2, B3, B6, B9, B12, and folic acid at

7

Other ingredients

the permissible percentage.

2%

Packaging design:
Pucha energy drink is designed with a modern style, pleasant colors that blend well together.
It is decorated with Fanty brand images, and the logo is printed entirely on the surface of the
can, creating a simple and recognizable design. Inside the can, the beverage is packaged in a
thick plastic shell that can withstand pressure and water resistance. The can is usually packed
and transported in cartons or pallets to protect the product from collisions and damage during
transportation.
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Group 3K2L


Augmented Product:

Pucha energy drink provides many promotional programs for customers, including allowing
customers to contribute to reforestation by activating a QR code.
Customers can contribute to forestation and environmental protection by activating the QR

code printed under the pull tab of each Pucha can.
Provides many promotional programs for customers to purchase on e-commerce platforms
such as Shopee, Tik Tok Shop, with attractive discounted prices during special hours, special
days (1/1, 2/2, 3/3,... and special holidays throughout the year).
2. Price
Cost-based pricing
Cost
1

Cost of raw material

3.000 VND

2

Other costs

3.000 VND

(transportation,
packaging, aftersales)
3

Marketing activities

4.000 VND

4

Labor cost

1.000 VND

5

Customer

service

1.000 VND

cost
Total cost

12.000 VND

Profit per can of product: 15,000 - 12,000 = 3,000 VND/can.

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Group 3K2L
Fanty uses a high-price strategy because the company's target customers are those with stable
high incomes. The higher price compared to other similar products in the market, due to the
cost of producing products with natural quality and the cost of customer care, will help the
company's products attract attention and target customers. This helps the company build a
strong brand. In addition, the high price also reflects the quality and uniqueness of the
product, creating a lasting impression on customers and enhancing the value of the product in
their minds. Finally, the higher price also helps the company achieve higher profits and
recoup the investment costs for new products.

Price adjustment strategy: Reduce the listed price by 5%, with specific conditions for
promotions to stimulate customers, but still within the profit margin.
3. Place


Supermarkets, convenience stores, grocery stores: (Lotte Mart, AEON mall,
CO.OPMART, MEGA market, WINMART, Circle K, FamilyMart, Ministop, GS25)

Large target audience: These distribution channels help products reach a large number of
customers more easily, thereby increasing revenue and gaining closer access to the market
and customers.
Convenience: These types of stores are widely distributed and evenly located in central areas
with high population density.
Easy management: The quantity of distribution can be easily adjusted and managed
according to market demand.


Gyms: (CITY GYM, California Fitness & Yoga, Fit24 - Fitness & Yoga Center, 25
FIT, ...)

Target customers: Gym-goers pay special attention to their own health, so energy drinks that
are good for health are one of the top choices for supplementing energy and post-workout
recovery. Therefore, this is the loyal customer target to focus on developing the product.
Potential market: Each gym session lasts for about an hour, so the demand for water
consumption is high. In particular, customers can be of any gender and age group, so the

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Group 3K2L

product can reach a diverse customer base. If they are satisfied, they can recommend it to
their family members.


E-commerce platforms: (Shopee, Tiktok Shop)

Cost savings: Using e-commerce platforms to distribute products helps save costs for renting
space, advertising, and marketing, as it only requires creating an account and posting
products there. This optimizes costs, increases profits, and reduces prices for customers
through vouchers, making the product more accessible to potential customers.
Flexible product management: E-commerce platforms allow sellers to easily update and
change products, stock levels, descriptions, images, prices, and other information in just a
few minutes.
Credibility: E-commerce platforms always provide product ratings and reviews from
customers, which helps future customers make informed purchasing decisions. These reviews
can also help improve the product to better meet customer needs.
4. Promotion
The energy drink product with natural ingredients will meet the demand for improving the
health of modern society. Therefore, the company has decided to use mass media as a
marketing tool for this new product. The marketing resources will focus on the following
areas:
- Hiring TikTok KOLs to review the product: Giang Oi, Hana Giang Anh, and Vu Dino are
familiar faces in the health field, knowledgeable and interested in healthy products with
natural ingredients. They will experience and review the Pucha energy drink to the
community of social media users who have a need to improve their health. Fanty believes
that KOLs with expertise in the field will analyze and evaluate the product in the most
objective way and convey it clearly to consumers, helping them understand more about the
Pucha energy drink and trust the product.
- Sponsoring the "Hai ngay mot dem" program: Fanty decided to sponsor the "Hai ngay mot
dem" program to reach potential customers and promote the new product, increasing the

company's sales.
25