Kế hoạch marketing của hàng trực tuyến bán đồ lưu niệm và sản phẩm thủ công của việt nam eng

MARKETING PLAN
ONLINE SHOP FOR SELLING SOUVENIRS AND HANDICRAF PRODUCTS
OF VIETNAM


Content

1. Overview…………………………………………………………. .3
2. Target market……………………………………………………. .4
3. Situation Analysis (SWOT)……………………………………….5
4. Plan Objectives (SMART)………………………………………..6
5. Marketing Mix Strategy…………………………………………..6
6. Implement Plan…………………………………………………....8
7. Evaluate and Monitor Implementation…………………………. 9
8. Financial Plan…………………………………………………….. 9
9. Alternative Plan…………………………………………………. 10
10.Appendix………………………………………………………… 11

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1.Overview
In recent years, Vietnam tourism industry is developing strongly with the number of
foreign tourist increased rapidly, according to statistic form the General Department of
Vietnam Tourism in 2008 there were 4,253,740 visitors. In 2009 there were 3,800,000
visitors. In 2010 there were totally 5,049,855 visitors increased 34.8% over the same
period in 2009 (12 months). Foreign tourist come to Vietnam with different purposes,
many of them after completion of travel time in Vietnam were very sorry as they cannot
bring home any souvenirs or handicraft products. Beside foreign tourists there are
number of Vietnamese who living abroad also plan to visit their homeland on the rise,
especially on New Year time, according to VnExpress in 2008 there were 400,000

oversea Vietnamese travelled to Vietnam. According to Committee of Vietnamese
oversea (Foreign ministry) in 2009 the numbers of expatriates to visit their home land
reached to 500,000 and there were many of them stayed in Vietnam to celebrate Hanoi
– Thang Long 1000 year ceremony. They also have needs to own souvenirs products
which are traditional Vietnamese styles, light, small size, good quality with reasonable
price and the souvenirs are unique that they only can find in Vietnam but nowhere else
in the World. Derived from actual demands, our company decides to market products
which are pure Vietnamese souvenirs combining 3 key elements: First- product based on
traditional Vietnamese characters, landscapes and culture. Second- handmade
technology by artisan in Van Phuc village – famous village for handmade embroidery
products in Vietnam. Third - all materials originating from Vietnam. The combination of
these 3 basic elements will create the core values of the products, ensure basic product
principles, souvenir products bring in unique and different from Vietnam in comparison
with souvenir products from other countries. After creating pure Vietnamese souvenir
products with high quality we will apply modern marketing methods to create effective
business and oriented market segments are group of selected target customers of 3
main groups : First – foreign who travel to Vietnam in short time or ones whose long
term of working is expired. Second – Vietnamese people living abroad to visit their home
town every year. Third – collectors of Vietnamese art and handicraft products. To the
characteristics of three target customer groups, most have good education, have habit of


using internet to seek for information we decided to chose the solution of setting up “
Online shop selling souvenirs and handicraft products of Vietnam with brand name
“Song Viet” . Our selected products satisfy the core values mentioned above that are
craft works of artisan of Van Phuc Village on silk material which are well known for
thousands of year named “Ha Dong Silk”.

2. Target Market
a. Target customer:

i.
Foreign

tourist

in

2010:

5,049,855

visitors

(according to Vietnam National Administration of
ii.

Tourism.)
Vietnamese living abroad 2010 were: 4,000,000
(compiled from the statistics of Vietnam and
demographic survey of the countries concerned).
Among them there are about 500,000 visitors who

iii.

travel to their homeland every year.
The collector of Art and Handicraft products: we
will only focus on 200 collectors in Vietnam

b. Geography :
a.

b.
c. Gender:

according to our company list.
Customers from all over the World
Online distribution nationwide. Focus on tourist
attractions and

major cities.

a.
No gender discrimination.
d. Age, consumption habit:
a.
Main group who has life experience and cultural
references over 30 years old.
b.
Customers who are well educated, having habit of
using internet
c.
Customers who have habit to buy souvenirs when
travelling abroad.


3. Situation Analysis (SWOT):
a. Strength: Pure Vietnamese (different): Ha dong Silk or Van Phuc silk is
woven by hand. This handmade silk is really beautiful and very well-known for
thousands of year ago.
+ Diversity : Van Phuc silk has different types of silk such as : The La, The Linh,
The Doan, The Dui, The Sa, The Voc, The The, The Van… and the most famous among

these is “ The Van silk ” which have smooth surface and great pattern, the traditional
oldest one.
+ Van Phuc silk has approved by foreign market. It has many patterns and it is the
oldest silk in Vietnam. Van Phuc silk or Ha Dong silk - “Lua Ha Dong” was chosen to be
material for Royal Court’s clothes. “Lua Ha Dong” keeps you warm in winter and keeps
you cool in summer. “Lua Ha dong” was first introduced to International foreign market
in 1931 in Marseille and was rated as French Sophistication of French products in
Indochina which belonged to French in 1932. Since 1958 – 1988 Van Phuc silk products
were exported to Eastern and European countries and since 1990 were exported to
many other countries bringing foreign currency back to Vietnam.
+ Production capacity to ensure large quantity: In 2009 Van Phuc village has
1,000 embroidery machines.
+ Handmade productions with high quality: Van Phuc village offers variety of silks
to meet the demand of local market as well as international market such as the “Van
Que Hong Diep” silk and “Van Luong Long Song Phuong “silk. In the year 2010 to
celebrate Ha noi – Thang Long 1000 year, the famous artisan Nguyen Huu Chinh has
created new silk pattern” The Van silk with two Dragons flanking at “Khue Van Cac” in
the middle of lotus image.
b. Weakness :
+ Blended by Chinese silk, small size: 90 – 97 cm
+If production of “Song Viet” is successful there might be chances for other
companies to imitate.
c. Opportunities :


+ Potential market: market segmentations are selected with great potential and
increased annually through the statistic on number of tourists to Vietnam.
+ Product line with the tastes of most visitors: visitors are more likely to pay for
products that meet the need of souvenir and essential combination. Van Phuc silk is light
and soft, keep your body warm in winter and cool in summer. Variety of patterns can be

used to make bags, scarves, and different types of table clothes, ties…Traditional clothes
as well as modern ones.
d. Risk :
+ Can be rivaled by Chinese silk and other silk productions which embroidered by
machines

4. Plan Objectives (SMART):
a. Sales target: vnd 2,000,000,000/ 12 months after 3 years
b. Market share target: 4% after 3 years
c. Branding target: familiar brand awareness, brand recognition, and
brand known in local as well as international market after 1 year.
d. Profit target : 40% after 2 years

5. Marketing Mix Strategies:
5.1 Product strategy:
a. Product description: Silk. Product of Vietnam. Variety
of patterns and diversity of productions.
b. Product differentiation description: Handmade silk.
Light, soft and smooth. Warm in winter and cool in
summer.
c. Description of different strengths with competing
products :
+ Having own brand “Song Viet”
+Having unique traditional Vietnamese

patterns,

Vietnamese legend patterns which is cannot copy by
other countries such as legend of Mouse wedding, “Khue
Van Cac” in the center of Lotus Image…. are embroidered

on plain silk.


5.2 Price strategy:
1.
Small souvenir at USD 1.00/unit
2.
Valued souvenir at USD 100.00/unit
5.3 Marketing strategy (promotion):
i.
Advertising message
1. Slogan : “Vietnam Gifts”
2. Transmission of product differentiation: focus
on the differences of product which are
ii.

product’s strength.
Pull strategy: creating consumers demands from
advertising programs.
1. Advertising on internet through online store.
2. Advertising on the website of tourist
companies, airlines, depending on budget for
advertising.
3. Advertising at travel desk by leaflet.
4. Advertising in souvenir shops. Might send staffs
to support big shops to introduce “Vietnam

Gift”‘s products to consumers.
iii.
Push strategy:

1. Discount on sales volume of souvenirs
2. Discount for travel companies
5.4 Distribution strategy (Place):
1.
Online sales through website, delivered via postal
2.

services
Online sales through website, delivered via postal

3.

services to tourist companies
Online sales through website, delivered via postal

4.

system to souvenir shops
Sale by marketing staffs coming to souvenir shops
at major tourist attractions…

6. Implement Plan:
a. Design and product development
b. Recruitment, assignment, and training of direct sale staffs as well as online sale
staffs
c. Design and implement advertising programs


d. Contact and setting up shops
i.

Program for direct consumers

ii.

Program for souvenir shops

iv.
v.

Program for tourist companies
Setting up company own stores

Assignment Table
Description
Start date
Design and product June 01, 2011
development
Recruitment, assignment, Aug 01, 2011
and training of direct sale
staffs as well as online
sale staffs

End date
July 31, 2011

PIC
Nguyen Van Anh

Manager

Vuong Thuy Hien

Aug 30, 2011

Nguyen Thanh Tan

Vuong Thuy Hien

Design and implement June 01, 2011
advertising programs

July 31,2011

Vuong Thuy Hien

Vuong Thuy Hien

Contact and setting up
shops

Aug 30, 2011

Phan The An

Vuong Thuy Hien

Aug 01, 2011

7. Evaluate and Monitor Implementation:
a. Monitor work progress

Check: once/week or when having problem
+ Find out solution when having problem
b. Monitor advertising programs
+ Check Ideas: images and messages are always focused to highlight the strength
of products as well as focused on the core values of “Song Viet” products.
+ Check contents
+ Check time, duration and website for advertising.
c. Check revenue.
+ Revenues from direct sale channels or online channels
+ Revenue on reports: daily, weekly, monthly, 3 months, yearly


8.Financial Plan:
a. Sales target expectation:
i.

Sales Expectation in First 6 months

Place/Products

Sales /1st

Sales/2nd

Sales/3rd

Sales/4th

Sales/5th

Sales/6th

Hanoi city
Ho Chi Minh city

month
30,000,000
50,000,000

month
40,000,000
50,000,000

month
60,000,000
65,000,000

month
50,000,000
70,000,000

month
65,000,000
70,000,000

month
70,000,000
80,000,000

Total

80,000,000

90,000,000
125,000,000 130,000,000 135,000,000
ii.
Sales expectation in first 3 years

150,00,000

Place/Products

Sales /1st year

Sales/2nd year Sales/3rd year

Vietnam

1,000,000,000

950,000,000

1,200,000,000

b. Financial information
1st year
1,360,000,000
360,000,000
1,000,000,000
26.4%

Sales
Gross profit
Total cost
Net profit before tax

2nd year
1,600,000,000
650,000,000
950,000,000
40.6%

3rd year
2,000,000,000
800,000,000
1,200,000,000
40%

(EBITDA)

9. Alternative Plan:
a.

Signs of failure
1. Brand recognition is not expected through customer survey
2. Advertising message is fail to convey the difference of products
through customer survey
3. Sales donot increase as expected through sale reports
4. Do not reach expected sales through sale reports

b.

Alternative plan
1.

Adjust products

2.

Adjust price

3.

Adjust advertising content, advertising image


4.

Adjust distribution channels, place for setting up shops

5.

Discount policy

6.

Change , cut down or setting up more shops

7.

Adjust or re-train sales staffs


10. Apendix