Phát triển sản phẩm nước tăng lực REDSUN ở thị trường miền bắc

Licence professionnelle
Commerce spécialisation Métiers de la Vente
Professional degree in Marketing & Sales 2013 - 2014
TUTORED PROJECT
Subject: Development of Energy drink : Red Sun in the
Northern of Viet Nam
Group 4:
GIANG NHAT HOANG
DUONG HOANG PHONG
HOANG VU CUONG
KIEU HONG PHUONG
Hanoi, 16/01/2014
CONTENTS
Acknowledgements
First of all, we owe the teacher Professor Corinne Montoya and Nguyen Hoang a thank about
the tips, advises and comment you have given to help us get over the difficulties and completed
better in the process of implementation of this project.
Secondly, we also sincerely thank the leadership of Vietnam Aqua joint stock Company who
gives us a lot of information, knowledge as well as her experience to help us have practical
knowledge to carry out our project.
Thirdly, we honestly thank to Sales Department and Accounting Department of Vietnam
Aqua Company.
Finally, we want to send our faithful thanks to the Professors of Jean Moulin Lyon 3
University and Vietnam University of Commerce who have given us the background knowledge
about Marketing, Finance, and Economy.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 2 of 33
These reports and articles in this book are related to the main activities of the company in recent
years and along with product innovation projects as well as new sales marketing policy of
Vietnam Aqua.

***
CHAPTER I - INTRODUCTION
1. Company
1. Background
VIETNAM AQUA JOINT STOCK COMPANY
Company Name VIETNAM AQUA JOINT STOCK COMPANY
Date of Establishment 22 AUGUST 2008
Address TAN QUANG COMMUNE , VAN LAM DISTRICT
City/Province HUNG YEN PROVINDE
Phone 0321. 3791.395
Fax 0321. 3791.393
Email
Registration Certificate No. 0503000297
Director LE QUY TIEN
Capital $750.000
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 3 of 33
Industry Wine, Soft dink
Model Joint Stock Company
Main Activities
- Producing and trading wine and soft drink.
- Export market: India, Laos,
Capacity
- Wine: 120.000 litter/year
- Soft drink : 600.000 litter/ year
2. Logo
3. The function and the duty of the company
 The function
- Aqua JSC have its main function is to create and develop soft drink and pure water

and reach the demand of the market
- The company implements its self-supporting (non-financing by the government); the
source of human, the material resources of the country are developed to speed up the import-
export activities which hit the mark of increasing the foreign currency, contributing the
national construction and economic development.
- Joint venturing, associating with domestic and foreign economic organizations in
accordance with the dominant economic development law.
 The duty
- Perform business activities on the basis of the initiative and to comply strictly with
the provisions of the law.
- Study the possibility of production to market demand, the proposed recommendations
with Hanoi Industrial Office to resolve issues and problems in production and business
activities.
- Comply with government laws on financial management, import and export
management and foreign trading; strictly implement the commitments in foreign trade
contracts and contracts related to the manufacturing business of the company.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 4 of 33
Council members
Board of
Directors
Administrative
Offices
Accounting
Department
Sales
Department
Technical
Department

Production
Department
Quality
Control
- Manage and use the business capital effectively, invest in expanding the innovation
and equipment, self-offset the cost of import-export balance, ensure the business is profitable
and fulfill the National budget.
- Research, implement effectively the improvement of the products’ quality produced
by the company, in order to increase business consumption revenue.
2. Human resources
Currently, the company manages 70 employees, including salesman, accounting, and technical for
20 people and worker nearly 45 people.
a. Organizational chart of the company
- Board of Directors: take responsibility to run all activities and manage jobs of
company every day.
- Administrative Offices: Manage all workers and workers and employees in the
company. Sort true labor trades and line qualification capabilities of workers. Responsible for
training new trainees and regulate the number of employees in the company. Responsible for
analysis and assessment issued wage unit price of products. Management of occupational
safety and settlement of social insurance for worker in the company.
- Accounting Department: Responsible for the management and proper use of all
assets of the company. Provide timely capital for production, accounting business results if
the company to pay the salaries of officers and employees.
- Sales Department: They select the channels through which the goods are to be
distributed, trains the salesmen in a knowledge of the goods and in methods of selling them,
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 5 of 33
Supervises and directs the sales activities of the men out in the field. Sales men are
responsible for persuading the consumer to purchase the end product, manufactured through

marketing’s research. The Sales Department’s selling strategy could involve mail shots,
travelling sales representatives, telephone sales and devising the sales interview.
- Technical Department: Install and fixes all appliances, machines, equipment,
respond for production.
- Production Department: The Production Manager is responsible for making sure
that raw materials are provided and made into finished goods effectively. He or she must
make sure that work is carried out smoothly, and must supervise procedures for making work
more efficient and more enjoyable.
- Quality control: Responsible for quality control on each stage and the product –
testing organization to ensure quality of the products.
b. Labor structure according to educational level:
No. Level Number of people Rate (%)
1 University 9 13
2 Professional School 11 16
3 Worker 42 60
4 Others 8 11
Total 70 100
(Source: Human Resources Department)
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 6 of 33
OfferTrial jobInterviewApplication
c. Recruitment Process
 Recruitment process is done through following steps:
- First, job application of each person will be reviewed based on the criteria previously
required companies.
- For those candidates who have a record approved, the company will make an appointment
for an interview by the manager.
- The candidates who pass the interview will be scheduled for trial jobs at the suitable position
in three months.

- F
or three months, the manager will guide, observe and assess the capacity of each employee.
Those who have high evaluation will be signing the employment contract with the company.
d. Salary and Wages:
 Salary of each employee depends on function and staff position.
- Office staff and sales manager have level of salaries from 7 million VND to 12 million VND
per month.
- Worker and sales staff have level of salaries from 3.5 million to 5 million VND per month.
- Wages of lower level staff are from 1.8 million to 2.1 million VND per month.
- Besides the main salary, Human Resources Department manage staff records and based on
the monthly reports and assess of the store manager about the employees’ capacity to decide
the level of bonuses and fines for each employee and build promotion and replace
employees.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 7 of 33
CHAPTER II - DETAIL OF CURRENT SITUATIONS
1. Financial analysis
a. Income statement (VND)
We analysis the income statement of Vietnam Aqua in 2012 and 2011 (million VND)
2012 % 2011 %
Net sales 42,164 100 30824 100
COGS 30,554 72.46 23567 76.46
Gross Profit 11,610 27.54 7257 23.54
Operating expense - - - -
1. R&D expense
843.26 2.00 752.22 2.44
2. Selling , general and
Administration expense
4,446.21 10.55 3352.66 10.88

Depreciation 20 0.05 20 0.06
EBIT 6,300.53 14.94 3132.13 10.16
Other expense 982.29 2.33 739.24 2.40
EBT 5,318.24 12.61 2392.89 7.76
Income tax 1,329.56 0.01 835.22 2.71
Net profit 3,988.68 9.46 1557.67 5.05
Through the table above, we can see that the business activities of the Vietnam Aqua in two
years (2011 - 2012) has continuously developed: Total revenue each year is quite high and rises
year over year, in 2012 total sales reach 42,164 million VND, rising 11,340 million VND
compared to 2011. The profit after tax in 2012 reach 3,988.68 million VND, increasing at
2,431.01 million compared to 2011. This is a very good growth for company.
 Profitability Ratio = Gross Profit*100/ Net sales
 In 2012: 27.53 %
 In 2011: 23.54%
 Net profit margin (NPM) = Net profit*100/Net sales
 In 2012: 9.46%
 In 2011: 5.05%
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 8 of 33
b. Balance sheet 2012
ASSETS
( million VND)
LIABILITIES and
STOCKHOLDERS’ EQUITY
( million VND)
Current asset Liabilities
Cash 1231.905 Current liabilities 894.57
Accounts receivable 1053.568 Account payable 1,168.57
Inventories 1,842.73 Tax 1,407.70

Other current asset 934.062 Other payable 1203.065
Total current asset 5,062.27 Total current liabilities 4,673.91
Long-term debt 1,970.42
Non – current asset Total liabilities 6,644.33
Machinery and
equipment
5,212.80 Stockholders’ equity
Furniture & fixtures 1,718.06 Common stock 4,223.23
Other non - current asset 460.987 Retained earnings 1,586.55
Total non-current asset 7,391.84
Total stockholders’
equity
5,809.78
Total asset 12,454.11
Total liabilities and
stockholders’ equity
12,454.11

- Debt Ratio (2012) = Total liabilities/ Total Assets = 6,644.33/ 12,454.11 = 53.35%
Company have 53.35% of debt ratio, the number is at the medium, the company seems to do
well and its assets are financed by debt.
- Current Ratio (2012) = Current Assets/ Current liabilities = 5,062.27/4,673.91 = 1.08
The current ratio of company is 1.08, it mean they have cash on hand, company could paid all
debt but that will be effected to the business of the company.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 9 of 33
ting
a. Marketing environment
 Micro-environment

- Customers
o The company's consumer market is the environment including the purchase of goods to
satisfy individual needs. Company supply soft drink to distributor to bring them to customer
by some kind of retailer like bar, internet station, convenience store…
o Wholesale market is the company or organizations standing out for Aqua distributions.
o Vietnam Aqua JSC has exploited most national dealers and established retailers in Lao,
Cambodia, India …
- Competitiveness
o Competitors always create pressure continuously to dispute the customers of Vietnam Aqua.
o This is a fierce competitive environment between the company and the products of the other
countries in the region such as Thailand, Singapore and the soft drink company having
similar products in the country such as Red Bull, PepsiCo, and Coca-Cola …. So company
put on measured advertising on TV, newspapers, flyers, banners, and advise the customers of
the quality, form, design-changes of product.
- Intermediary
o The intermediary is the individual or organization supported Vietnam Aqua such as some
Distribution and Advertising Company or Organization.
o But this intermediate consumption helps businesses introduce products and advice to seek
profits.
o With the help from Distribution Company, they keep the reputation and the guarantee of the
product to get in hand of customer with best condition
- Suppliers
o Supplier environment is the individuals or organizations supplying the input for VinaAqua
and it’s competitors.
o These suppliers put pressure about price and quality negotiation and quantity in the
transaction.
o Vietnam Aqua JSC determines this is one of the important factors, it can affect the quality
and quantity, in order to maintain production for the company.
o Some Suppliers of material and flavor like Kim Ha Co. LTD …
 Macro-environment

- Socio-culture environment:
o Demographics of the positive factors supporting the success of Redsun products. With
a population of over 85 million people (ranked 13 in the world), in which the South East and
the Mekong River (figures 14 million respectively, accounting for 16.5% and 17.5 million
accounted for 21%), the potential market of Redsun is extremely large (according to 2007
data of GSO). In addition that the tendency of urban areas in recent years, which have higher
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 10 of 33
living standards, reinforces the motivation to develop products Red Sun of Vietnam Aqua.
The percentage of urban population in 2008 reached 27.9% of the total population of 86.1
million (according to the Vietnam Economic Times - issued on 02-04-2009).
o Besides, the living standard of Vietnamese is higher and of course, they also have
higher requirement of product they use. People pay more attention to food safety standards,
level of quality, hygiene products, especially food. Vietnamese consumers will pay more
attention to health, supplementary nutrition for their body, helps them work more efficiently.
- Economic environment
o Economic environment consists of factors that affect consumer purchasing power and create
patterns spending.
o Inflation in 2012 is about 7.5% lower than previously expected is 8%, it also significantly
reduced compared to the year 2011 is 18.58% (source: />doanh/2012/11/lam-phat-ca-nam-2012-khoang-7-5/ and />phat-ca-nam-2011-chot-o-1858-550325.htm ). The reduction of inflation will make the price
of raw material decrease so Vietnam Aqua can increase the number of products and timely
supply to the market.
o The market concentration in the Southern is higher than northern, so Vietnam Aqua
has more opportunities in the market penetration and expansion in this areas.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 11 of 33
- Legal environment
o Vietnam today is a country under the socialist regime. Vietnam’s economy is multi-

component commodity economy under the market-oriented mechanism socialist. The stable
political environment, the legal system is more and more complete is creating favorable
conditions for enterprises.
o Legislation Regulating Business Supporting Domestic Products: Government launched a
campaign “ Vietnamese use Vietnamese products” After joining WTO in 2007: Tax barrier
for imported agricultural raw material decreased from 23.5% to 20.9 %. (Source: Report of
the Ministry of Finance at the “Diffusing commitments of WTO Conference” of Vietnam in
November, 2006).
- Technology
o As technology develops, businesses like ST conditional application of technological
achievements to create products with higher quality to bussiness development, enhanced
competitiveness. however, it also brings the risk to lagging enterprises, reducing their
competitiveness if they are not timely technological innovation.
o
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 12 of 33
2. SWOT
STRENGTHS WEAKNESS
• This is a joint stock company so it
has huge capital
• The company is well known in the
South
• Equipment and production
techniques imported from Europe
which created a modern
manufacturing processes, safety and
hygiene.
• It has good relationship with partner
• The managers have good

management skills
• The Company does not have a marketing
department should absolutely not the
proper way to promote the company's
products to consumers.
• Human resources in this company is not
enough qualified and experience in
management and marketing.
• Investment funding for market research is
still low, has not focused.
• This company has not suitable
distribution channel because the policy of
contract is not attractive.
OPPORTUNITIES THREATENS
• WTO accession brings for Vietnam
the good way to collaboration for the
promotion of export activities
• Vietnam is a big and potential
market
• Distribution channels increasingly
diverse delivers high efficiency in
business operations
• The need to use soft drinks
increasing
• The competitiveness for company is very
high, Vietnam Aqua has to compete with
many competitors, both in domestic and
international markets, such as PepsiCo,
Coca-Cola, Tan Hiep Phat,
• Policies and legal of Vietnam is not

completed and unstable. This will cause
many difficulties and disadvantages for
Vietnam Aqua when they wants to
change the face and change the policy to
launch a new product line to market
• WTO accession offer many challenges
for the fiercely competitive market, if it
wants to survive must implement
business strategies to survive
• Raw material prices increasing, affecting
the profitability of the company.
III. NEW PRO
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 13 of 33
CHAPTER III - PROJECT:
REDSUN ENERGY DRINK IN NORTHERN MARKET OF VIETNAM
VinaAqua haven’t show in Northern Market yet so it’s a big opportunity in this market to launch
the product of Energy drink here. This market is really big and have a big potential based on these
analysis below…

We come to the conclusion of doing the market research to find out what the customers are
really looking for of energy drink and soft drink products.
I- MARKET RESEARCH
1. Researching problem:
 After receiving some general information from Vietnam Aqua JSC, we recognize one of the
problems that Vietnam Aqua has been facing is that they need to explore their customer’s
shopping habits, different in taste of customer in different areas. Company engaged in both
domestic and international markets, but offer products for the domestic market faced many
difficulties in selling products. In the fierce competition than the current domestic market,

company needs to continually offer new products to hit on the needs and tastes of customers.
 One big problem to Vietnam Aqua is to launch their product to a lot of different distributor in
different areas and its hard to choose the right one to connect and give them the product …
2. Purpose of researching:
 Vietnam Aqua with the purpose of showing its image, its brand to the northern market so we
have to research to understand the market in it’s demand. From that, we can also creat and
bring some new ideas or product back to this market to satisfy and adapt to the market in best
way that the company can and make profit on that potential market!
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 14 of 33
3. Methodologies:
 According to the purpose of researching, we applied this method to research plan:
Survey is a method of collecting primary data
in which information is gathered by
communicating with a representative sample of people. Respondent is the person who orally
answers an interviewer’s questions or provides answers to written questions
ADVANTAGES DISAVANTAGES
• It is useful in describing a
characteristics of a large of population
• It provide accurately results
• It is relatively inexpensive
• It is convenient to gather data
from remote location by using e-mail,
fax or telephone
• Usually, high reliability is
easy to obtain by presenting all
subjects with a standardized stimulus,
observer subjectivity is greatly
eliminated

• It is inflexible in designing
• It may be hard for participants
to recall information or to tell the
truth about a controversial question
• The researcher must ensure
that a large number of the selected
sample will reply
• It can It may be hard for
participants to recall information or to
tell the truth about a controversial
question seldom deal with "context."
That of all are the reason why this method is chosen, because of it’s inexpensive, accurate
than others and the researcher can be able to handle it. With about 1000 respondents in
Hanoi city, the results can be meet the requirement of our researching.
4. Proposed sampling plan:
 Sample size:
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 15 of 33
- The sample size should be suit for company’s budget and time requirement. We will choose
200 respondents for doing survey. And with doing survey, we divide 1000 respondents into 3
groups: 200 members at universities, 300 members in bar and restaurant and 500 members at
parks and working environment.
5. Sample method:
 With doing survey, we will design the questionnaire to get the respondent. We interview
passers-by ask people a list of carefully chosen questions and show them the sample of 2
different products and ask them to tell us of their thinking about taste, flavor …
6. Data Analysis:
 Questionnaire
- The characteristics or respondent: The research focused on the group of respondent based on

their age and gender, job, location.
- Analysis based on age: Based on ages, the respondents are divided into 3 groups which are
from 10 to 18, 19 to 26, and from 27 to 35. In which, the number of respondents who are
from 19 to 26 is the largest group with 45%. Nearly 23% of respondents are from 10 - 18
years old. From 27 to 35 occupied 32% out of 100%.
- Analysis based on gender: The study divided the respondent based on their gender. The
result is divided into two groups which are male and female. The proportion of female in this
study is lower than male. In which, the gender of respondents who are male is 70% (700
respondents) and the percentage of female is 30% (300 respondents). So, the percentage of
male is much higher than the percentage of female.
- Analysis based on jobs: The respondents also were divided into 4 groups based on their job.
The group of respondents who are worker occupied with the rate of 40% .Then, respondents
are student and athletic equally 50%.The groups of lowest rate are Office employees with
10%.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 16 of 33
- Analysis based on location: The respondents are divided into 2 location Rural and Urban
with the rate of respondents are Rural: 40% and Urban: 60%.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 17 of 33
II- QUESTIONAIRE


Dear Sir/Madam:
1.What is your gender?
o Male ○ Female
2.When were you born?
o 1982 – 1994 ○ 1995 – 2000

3.What is your current job?
o Student ○ Worker
o Office employee ○ Unemployment
4.What kind of soft drink do you like?
o Soft drink (Cola, fruit…)
o Energy Drink (RedBull, sting…)
o Functional Drink (Dr.Thanh…)
o Others (…………… …….)
5. Where do you buy your drink?
o Supermarket ○ Retailer
o Internet station ○ Traditional Cafeteria
o Others (………… ………….………… ….)
6.Which brand of energy drink do you often use?
o Red Bull ○ Sting
o Red Dragon ○ Others ( )
7.What do you think about the taste of 2 big kind of
energy drink Redbull and Sting ?
o Good ○ Bad
o So so ○ Too much gas
o Too Sweet ○ Others:…………
8.Have you used VinaAqua’s products?
o Yes ○ No
9.What do you look forward when VinaAqua launches
new kind of Energy drink?
o Quality ○ Price
o Style ○ Color
o Appearance ○ Design
o Material ○ Others: ….……………
10. Which factor of an energy drink that you care
most?

o Taste ○ Brand
o Price ○ Design
o Color
11. What do you look forward when VinaAqua
launches new kind of Energy drink?
o Quality ○ Price
o Style ○ Color
o Appearance ○ Design
o Material ○ Others
12. How do you evaluate the following
factors?
Highly
important
Importan
t
Neutral
Not
importan
t
Brand
○ ○ ○ ○
Taste
○ ○ ○ ○
Price
○ ○ ○ ○
Design
○ ○ ○ ○
Color
○ ○ ○ ○
Others

○ ○ ○ ○
THANK YOU FOR YOUR RESPONSE!
1. Data Analysis:
 PART 1: TREND OF USING SOFT DRINK AND ENERGY DRINK
STYLES RATE (%)
Soft drink 35
Energy drink 40
Functional Drink 15
OTHERs 10
Vietnam Aqua JSC
QUESTIONAIRE
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 18 of 33
- The table is made based on the result from 1000 respondents to understand of the trend of
using soft drink like energy drink and the result show that in our target customer they are
using a lot in energy drink so we have a big demand on energy drink from these customer
 PART 2: CUSTOMER’S BEHAVIOR
- When be asked about where you buy your energy drink, more than a half of the
respondents’ answer traditional cafeteria and Bar in Vietnam ; seized 51% (510 out of
1000 respondents) of the sample. While, there is 20% (200 respondents) prefer super
market. In addition, a percentage of the respondents (29%) state that they would like to
buy in other retailer and internet station.
• As a result, this survey has shown that the place for our target customer to buy energy
drink the most is in traditional cafeteria and bar café so we know where we have to
distribute our product to.
• Because the target of this research is finding the demand and desire of customers about
energy drink so the research problem is finding customer’s shopping habits. One of the
important aspects is to identify which factor that customers usually look for energy drink
when they intend to buy it. The table 1below will show the number of customers in each

factor and table 2 is the evaluation of each factor that is taken from the survey result.
Number 1 for the first factor which customer attend first and go on.
Attention Factor
Number of
respondents
Rate
1 Taste 625 62,5 %
2 Price 600 60 %
3 Brand 552 55.5 %
4 Design 400 40 %
5 Color 375 37.5 %
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 19 of 33
Highly
important
Important Neutral
Not
important
Taste 55% 40% 5% 0%
Price 45% 40% 10% 5%
Brand 40% 30% 20% 10%
Design 35% 40% 15% 10%
Color 10% 20% 30% 40%
• The table shows the percentage of customers who spend the first attention for Taste when
buying energy drink 62.5% (equal 625 respondents) and most of them consider taste is
important with 55% ( at the second table). Only 10% participants select choosing color
was the first factor, rest of them chose design
• Having 400 respondents said that they often looked at price secondly when they bought
energy drink (occupied 40%).

• These result shows that we have to focus the most on taste and try to reduce and make the
best price for our product. Next thing of RedSun energy drink that we have to design the
brand look famous to customer and care less on design and the color but still have to have
an outlook that catching eyes and attractive to customer .
 PART 3: CUSTOMER’S PERSPECTIVE ABOUT VIETNAM AQUA
• In the survey, when we asked “ have you ever used soft drink from Vietnam Aqua?”, just
only 100 people said “Yes” ( equal 10% out of 100%) and rest of them said “no”
(occupied 90%). Most of people (in 90% respondents said “no”) they used Soft drink and
energy drink of Sting, Red Bull, Red Dragon…
 Following this result Vietnam Aqua is not famous in Northern Market so when we
enter this market we have to have a really big and heavy promotion and advertising
on this market to make our customer know and believe in our product
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 20 of 33
• Asking about the taste of Redbull a large number of customer said that RedBull and Sting
energy drink is too sweet and too much Gas ( 70% out of 1000 ) and they are also like the
color of Red Bull.
 For this result we are making RedSun energy drink taste like RedBull – a famous
brand in all over the world and make it different to suit the taste of VietNamesse
Customer so our product have to less Sweet and less gas with the same color
• According to this survey, we recognize that customer behavior and attitude are different
from different countries and change over time. Therefore, we need to keep tracking on
customer’s attitude day by day to adapt new changes, meet the demand and improve
VinaAqua’s image in customer’s mind. We need to try the best for this new product and
result of this survey is much helpful for us.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 21 of 33
III- SEGMENTATION

1. Geography
Rural Urban
 They require low price,
easy to drink.
 They paid little attention to
the brand, design and quite
interested in design, durability of
the product.
 They often shop at the
traditonal market, small retailer.
 They pay attention to brand
products, high quality, Suitable taste,
and nice design.
 They often shop at the
supermarket, retailer, Bar Café.
2. Ages
10 - 18 19 -25 26 - 35
They have interests, personal
style.
This preference to be affected
by the mass media.
They paid little attention to
the brand and quality, but
very focused on the surface,
they prefer sleek and
decorative highlights.
They pay much
attention to brand,
quality and price.
They pay more attention to

product design and brand;
prefer simple designs, dark
colors and classic style,
formal, polite and good
quality.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 22 of 33
3. Occupation
Students Worker Athletic
They focus on the surface, are
less interested in the brand, the
quality, but the style is unique,
eye-catching, dynamic, durable
material, comfortable and tasty.
They focus on the price
and effective of energy
drink and refreshment.
They care about the
design, effective and
slake, refreshment
IV- TARGET MARKET
• In large manufacturing energy drink market with the current fiercely competitive,
VinaAqua encounters many major competitors at domestic and international markets.
Domestic competitor is either a soft drink company like C2 soft drink, O2 soft drink, Red
Dragon with the relative power and dominate the large market.
• Besides being competitive with the domestic footwear company, VinaAqua must compete
with foreign ones with big reputation in the world like Pepsico , Cocacola…
• With the segment as above, we will focus on meeting the market segments: consumer
market from 10 to 18 age and from 18 to 36 age be students and worker, Athletes.

• With these market segments, we need to supply to the market products that ensure
quality, moderately priced with catching-eyes designs and suitable tastes.
V- COMPETITOR
• With the big and strong reputation competitor in the market but they not yet have a lot
kind of energy drink so we can compete with the product with suitable taste of
Vietnamese but this will be hard when we enter the market .
VI- POSITONING
• For Northern market, Vietnam Aqua is a brand new name with the Red Sun will be brand
new product for this market
• And so, the product will be with a new slogan, new logo, new product name, completely
new brand.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 23 of 33
• So we are new, we have to creat an image that customer can easily to remember and
believe on it to make a strong brand in Northern Market
VII- PRODUCING/PROCESS
• After doing some research on the market and identify the needs of consumers, we have
come to the conclusion on the production of new products, such as materials, taste, colors
and prices…focus on suitable taste energy drink
• Here are a few sample sketches the product can be marketed.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 24 of 33
1. Characteristics of the equipment and process technology
- Machinery:
With the high tech of equipment below, the output of the company are stable about
600.000L / year for Beverage and 120.000L / year for wine
- Company imports a lot of modern machines and synchronized to serve the
manufacturing process. With a closed process and continually being carried out on the

equipment with high automation. The devices are selected on criteria of product
quality, environmental protection and fuel saving.
2. Characteristics of materials
- To produce a lot kind of beverage, the company need some based material below :
 White Sugar
 Glucose Sugar
 Aspartame Sugar
 Vanilla Flavor
 Robecter Flavor
 Lemon Acid
 ….
- With the co-operation with some supplier of these material like KimHa LTD and
BaDinh food LTD … Company always have the best material for production with the
suitable price .
3. Characteristics of the capital and financial situation of the company
With a strong in financial and quick at rising capital, stable sale -> the company can handle
the new project easily.
Based on the statistical report on the budget, Vietnam Aqua will be able to invest in projects to
produce new products!
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
Group 4 Page 25 of 33