Xây dựng kế hoạch marketing cho sản phẩm trà thảo mộc dr thanh của tập đoàn tân hiệp phát e

Subject: "Making a Marketing Plan for Dr Thanh herbal tea product of Tan Hiep Phat
Group in 2013"

FOREWORD
Want to succeed in business, enterprises and entrepreneurs must have fully understanding
the market, the needs and desires of customers, the art of conducting in business.
Nowadays, businesses must operate in fiercely competitive environment and the rapid
changes in science and technology, new policies, new laws and customer’s loyalty is diminished.
Marketing which is the science of the study of business activities, directly relates the line
of merchandise - services from the producer to the consumer, in order to find effective measures
to protect and develop market. Marketing is also applied in many areas of society. Today,
Marketing plays a key role in the shift of customer‘s information into products, new services,
and then locates these products on the market.
Marketing Management is an important issue that any manager can not overlook,
Marketing Management aims to create, build and maintain beneficial exchanges with buyers that
business towards to achieve the organization's objectives: to maximize profits, generate
customer’s satisfaction and maximize the choice.
To apply the theoretical knowledge in marketing management activities of a business, our
group is assigned the theme: "Making a Marketing Plan for Dr.Thanh herbal tea product of Tan
Hiep Phat Group(THPG) in 2013"

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1. The Dr. Thanh herbal tea product.
1.1 The Introduction.
After a period of research and testing, on December 22 nd, 2008, the Dr.Thanh herbal tea
product was appeared in the market with the slogan "Take the body out of heat, do not worry
about being hot." This product was launched in the New Year event. This is the time when
people tend to focus on fun activities with high frequency, combines with the eating habits of
Asians is preferred with the fried dishes. It causes the feeling of "hot inside the body", it is not

the disease but it is very harmful for health. THPG has launched the herbal tea products to the
market.
Dr.Thanh is a response to the wishes of the customer at the right time. THPG goal of
giving Dr.Thanh not only receives profit from high investment, but also has the reputation and
image of a company about the product ensuring the quality, reputation and credibility in the
market. THPG not only wants to occupy the majority of the domestic market in the near future,
but also outreaches’ to Asian countries, the U.S. and Europe in general development’s trend of
the world economy.
THPG has the ambition of turning Dr.Thanh becoming a national brand. THPG wishes
that every reference to "Take the body out of heat "-The Marketing Plan for Dr.Thanh herbal tea
product in 2013, every Vietnamese citizen think about the image of Dr.Thanh herbal tea product.

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2. The market and target customers
Target customers of the product Dr.Thanh are all ages, especially young and active
people, people having no time and often have to participate in the celebrations, or using alcohol,
stimulants , ... causing "hot inside".
Currently, Dr.Thanh is a product for all ages (from the elderly to the children), all market
segments, and the products have not personalities which are geared towards any specific objects.
But in general, and food - drinks in particular till now, there is a few

products having

successful approach to all segments of consumers. Therefore, the company needs to redefine the
target market, in order to focus resources, reduce costs, and increase profits: The target customer
group is focused on the customers of working much, eating hot spicy food at young age from 22
to 30 and middle-aged from 30 to 50.
3. The description about the product.

Dr.Thanh herbal tea is extracted from herbal ingredient; it is not only a beverage, no gas,
no preservatives, no artificial coloring, but also beneficial to human health.

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The main materials used to produce Dr.Thanh Herbal Tea include some kinds of herbal
such as: honeysuckle, chrysanthemum, fruit of grosvenor momordica, Prunella vulgaris L,
licorice, ”đản hoa”, “mộc miên” flowers, Microcos panicutula L , Mesona chinensis Benth. The
unique combination of nine herbals have been researched by the scientists from the Army
Medical Research Institute of Planning and Marketing for Dr.Thanh herbal tea product in 2012
and they confirmed that it has the cooling effect, the purification can, antioxidants, promote
health to the body.
Colors Packaging: main colors are red and black. This product has inherited the unique
about the THPG’s product packaging. With the kind of packaging such as PET bottles, glass
bottles, Tetra Pak boxes and cans, Dr.Thanh product has really attracted consumers, be suitable
for market.
Price: The retail price of PET bottle is 7000-9000 USD per bottle.
4. Analyze the revenue and profit of Dr.Thanh herbal tea product.
4.1 Analyze the market.
Beverage in Vietnam is considered an industry with high growth rate despite the
economic crisis in the world. Many brands of beverage having revenue increase 800% per year.
With 2 billion liters of soft drinks in 2010, per capita consumption of Vietnam is more than 23
liters. If compared with the gap of 6 years, the growth rate from 3 to 23 liters is also significant.

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In recent years, the general trend of the beverage market is the strong decline of
carbonated soft drinks and the growth of non-carbonated drinks. According to the general, the

recent market shows a very clear shift in the bottled water industry. According to a survey by
market research companies every year, while carbonated soft drinks fell 5% market share, the
product having natural source is up to 12%. Therefore, the beverage production company
positively invests the chains, equipments and technologies that exploit the diversify fruit, green
tea, herbal and mineral water rich in countries, processes into the drink taste, rich in nourishing
vitamins for health ... meets the consumer’s tastes.
Tan Hiep Phat Group has a huge investment in manufacturing of soft drinks from herbs,
natural tea. The company has launched 20 products, such as the green tea, Dr.Thanh herbal tea,
fruit juices from tamarind, sour sop, passion fruit, soy milk, and energy drinks Number one.
After a period of research and testing, on December 22 nd, 2008, Dr.Thanh herbal tea product is
marketed. This product is a huge success for the group.
With the slogan "Take the body out of heat, do not worry about being hot" for almost 3
years of existence in the market, the product is still a major hit with consumers. Since planning
for the introduction of products, THP Group has identified its target market which is every
consumer in all ages. Product of Dr.Thanh is suitable and can meet the cooling needs of all ages,
from the elderly, youth, and children. Therefore, the market which the product towards, is a large
market, the high consumption ability. At the same time, the product will also be under pressure
because it must have to meet the needs of all customers.

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Despite facing with many challenges and pressure from large target-customers, the
Dr.Thanh herbal Tea product still has the most successful. The greatest success is the receiving
by customers. With the large investment costs for advertisement, the image of Dr.thanh
gradually captures the feelings of customers: from suspicion to curiosity, and from curiosity to
the trial, and after trial, most customers will perceive the quality and usefulness of this tea on
human health.
Table 01: Forecast the demand for product:
Unit: %

Year
Criteria
The total demand of market
The dominated market share

2014

2015

2016

100
24

100
30

100
35

Prolonged hot spell, together with the needs of cooling, Dr.Thanh herbal tea product is
favored by consumers, is mainly drinks in the meals, parties, picnics.... From the table of
forecasting the demand for product, we find that Dr.Thanh herbal tea is expanding market, the
sales growth increases in the coming years.
4.2 Estimate the revenue, profit of Dr.Thanh herbal tea product
Table 02: Estimate the revenue and expenses:
Unit: Dong
Year
Criteria
Revenue

2014

2015

2016

12.587.400.563.200

15.896.325.300.258

18.536.975.425.100
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Cost
Profit

10.258.799.658.342
2.328.600.904.858

12.589.635.200.147
3.306.690.100.111

14.879.652.310.470
3.657.323.114.630

4.3 The break-even point.
Call:
F: is the total fixed cost.

V: is the variable cost per unit of product.
P: is the price per one unit of product.
Q: is the number of products sold.
Then:
Revenue = P * Q
Total cost = F + (V * Q)
Profit = Revenue - Total Cost
At the breakeven point, profit is 0.
 Break - Point event = F / (P - V) =...........
Breakeven point is the point at which total revenues equal total costs. In other words, at
the break-even point, revenues start to have profits.
 Identify the break-even point to:
 Set a reasonable price
 Achieve the most effective result in combination of fixed costs and variable costs.
 Identify to attract and allocate the finance in the different strategies of the enterprise.
 Be used in analyzing the effectiveness of business projects.

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Table 03: Determine the break-even point of Dr.Thanh herbal tea product.
Criteria
The total fixed cos
The variable cost
Price per one product
The quantity of products
sold
Revenue
Cost
Profit

The break-even point

Năm 2014
5.789.257.400.125
2.841
8.000

Năm 2015
6.897.543.215.000
3.223
9.000

Năm 2016
8.745.258.413.237
3.309
10.000

1.573.425.070

1.766.258.367

1.853.697.543

12.587.400.563.200 15.896.325.300.258 18.536.975.425.100
10.258.799.658.342 12.589.635.200.147 14.879.652.310.470
2.328.600.904.858 3.306.690.100.111
3.657.323.114.630
1.122.089.397
1.193.900.907
1.307.071.757

5. The detailed plans of 4P
5.1 Product
Innovate and renew the product:
5.1.1 What are the research and the development of product?
This is the investigation of a business for the purpose of considering the possibility of
developing new products and processes aim to improve products and existing processes. The
research and development are the way in which businesses may consider to evaluate the
potential for future growth by developing or improving new product, completing and expanding
the company's operations.
The research and development activities play the platform role for long-term success of
the business. In the hard times, companies tend to cut this expenses, which are generally the
expenditure for science and technology, to create new product, new process and service _ this
set of parts have the highest capital in the cost structure of the business. However, investors
should note that any businesses cut the investment for R & D too much, then that business will
not only have difficulty in the present but also may affect growth rate in the future.
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5.1.2 Who are in the implementing team?
Group of implementing the research and developing product, includes the staff of the
Planning Department in manufacturing company. They are knowledgeable about the products
and strategies of most companies.
5.1.3 Other Resources
For the success in the implementing plan, the Department of production planning needs
to be supported from the market research experts to forecast the product’s demand and supply in
the market, the level of consuming ...
5.1.4 Expenses for researching and developing product.
Table 03: Estimate the costs and resources for R & D.
Unit: Dong

Year
Criteria
The human cost
The equipment cost
The other resources (if available)
Total

2014

2015

2016

80.531.577.318
98.828.636.321 116.805.270.637
29.237.579.026
35.880.460.320 42.407.009.085
18.465.839.385
22.661.343.360 26.783.374.159
128.234.995.729 157.370.440.002 185.995.653.881

The costs of researching and developing are based on the production of business, the
human resources, the financial resources and capital to make the promotion’s plan of Dr.Thanh
herbal tea product, to improve the sales and to expand the consuming market.
5.2 Price
5.2.1 What is the Product Valuation?
Price is one of four important variables of marketing mix. Price plays a decisive role in
purchasing this or other goods of consumers. For the company, price has the competitive
position in the market. The pricing of products is important for enterprises because it directly
affects the sales and profits.

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Price set by the company that will be in the range between a too low price- no profit and
other is too high- have no any demand. The cost of the product will form the foundation for the
price. The consumer's perceived value of products makes in height. The company must consider
the price of competitors, and the internal, external factors to find the optimal price of 2P's. The
companies resolve the price valuation by choosing a generalized approach between the three
types on the basis of such considerations.
o The valuation is based on the cost
- Cost-plus pricing.
The most rudimental valuation method is adding a goal profit: we can use the formula:
G=Z+m
G is the unit price of the product.
Z is the cost per unit of the product
m is the target profit,%, m can be calculated as % of cost or price.
However, this method does not account demand and competition on the market, there are
also certain disadvantages. An alternative approach of valuation method in cost and target profit
is using the method of defining the breakeven point.
o Valuation based on the buyers
More and more companies set prices based on the value of the products felt. They see the
value perceived by the buyers, not the sellers’ cost, as the key to set price. They use non-price
variables in the coordination of marketing to build perceived value in the minds of buyers. Price
is set out to achieve that perceived value. The Company uses the valuation of perceived value
set in the sense of buyers in relation to other competive products.
o Valuation based on competition.
Quotation based on price time:
When quotation is based on price time, the companies base primarily on price of
competitive parters, pay attention less to expense or demand. It can evaluate equal, higher or
lower than the partners. Small companies follow the leaders. Setting price on the date is very

popular, where elasticity of demand is difficult to measure, the prevailing price represents the

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collective wisdom of all industry that generates adequate revenue. Valuation on time price will
preserve the harmony of the whole industry.
o Bidding valuation.
The value is based on the dominant competition ruling firms to bid to get work. Company
quote price based on the competitors. If the enterprises want to win the contract, they have to
lower valuations compared to other firms. The company can not lower the cost without
prejudice to its position. But if the valuation is higher than expense, the contract may reach
fewer and fewer lucks. Net results of the two opposing traction can be described by the expected
profit term of a particular bidding. Using expected profit as a standard to write the price is the
significant value to the large company that is implementing several tenders.
5.2.2 Who made product pricing?
The implementation of valuating Dr herbal tea products. Thanh is incharged by technical
department. This Division is responsible for collecting data on production costs, market prices,
the Company's strategy for conducting product pricing. Selling price is determined based on the
above criteria.
5.2.3 Other resources
Valuation is mostly done by the manufacturing techniques department but still have the
support from the executive producer, research laboratory and development, production planning
department.
5.2.4 Cost of the product

Year
Criterion

2014

2015

2016

Human costs

48.729.298.377

59.800.767.201

70.678.348.475

Equipment cost

39.496.378.685

48.470.095.521

57.286.661.395
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Other resources ( if have)

17.439.959.419

21.402.379.840

25.295.408.928

Total

105.665.636.481

129.673.242.562 153.260.418.798

5.3 Promotion
5.3.1 What is the promotion?
Promotion is to encourage the sale of intermediaries such as agents level 1, level 2, the
distributors or wholesale buyers .. Typically, at the same time, the ntermediate agents or
distributors sell many products, different items but about financial conditions, usually limited
storage. If the manufacturers or service providers do not know to make deals more attractive
promotion, the intermediate will focus less on promoting the sale of products or services of
provider. Because which product or service have more benefits such as discount rates (discount)
higher, commodities are strongly advertised, promotion is good for the consumer with
reasonable prices, easy to sell, sell it fast .. agents will be interested and market more. Therefore,
manufacturers or service providers usually apply promotion to the intermediate level, such as
10% discount when buy more and pay cash, buy 15 boxes will be donated 1 more barrel ... If the
customers belong to agent or distributor sector, that agent or distributor will be awarded,
(winning customer get Landcruiser car, dealers get 5 gold 4 of 9); annual dealer or distributor
will be rewarded with gifts at different levels ...
5.3. 2 Who made promotional products
Sales office will be responsible for promotions of Dr. herb tea product. Thanh in
particular batch.
5.3.3 Other resources
The ones that supports the Sale office to implement promotions are research labs and
market development.
5.3. 4 Cost of promotional products

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Year
Criterion

2014

2015

2016

Human costs

79.505.697.352

97.569.672.801

115.317.305.406

Equipment cost

70.683.129.646

86.742.586.529

102.520.804.419

Other resources ( if have)

52.832.818.240

64.836.621.281

76.630.209.399

Total

203.021.645.239

249.148.880.611

294.468.319.224

5.4 Place
5.4.1 what is product distribution?
Today most manufacturers who provide their products to market through distribution
intermediaries. The distribution intermediaries gather into a distribution channel system (also
known as marketing or trade channel ).
Distribution channel is a collection of interdependent individuals or businesses related to
the process of creating and moving products and services from producers to consumers.
5.4.2 what do distribution of the product do?
Along with the brand, the distribution system is the property of the business, to ensure the
delivery of the company's products to customers with the fastest, most stable and most effective
way. Or in other words, "the essence" of the distribution is "art" of bringing products to market.
The most important principle of marketing is to start and end from the consumers. After a
long journey from understanding consumer, segment of needs, discovering the truth implied,
creating products, positioning brand and advertising, effective communication, brand activation,
promotion, then " pushing " to finally succeed in the art of marketing is building a distribution
system. The market is as a vast field, a water tap can not water all the field so it should have

irrigation systems. The construction of the distribution system is the same with the construction
of irrigation systems. Immediate task of the distribution is to know how to take advantage of
available channels as the market and traders system. And when the water flows from the "big
river" into "channels", the tilt of the main flow is the difference in price (discount or promotion)

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and market demand. And the magnitude of the "flow" depends on the distribution level (level 1,
level 2, level 3 or agents).
The common answer is to be based on the characteristics of each product line as well as
the potential of each business that choose distribution channel. It should be noted that for the
agent, simply what do you order, buy that, but for the distributors, it have tighter bound. On the
other hand, if the distribution obtains standard, it will be the market developer for the business,
help the business manage the output as well as predict the quantities need to be produced ...
5.4.3 The executive
Business Department is the one which distribute Dr. Thanh products. The planning office
outlines the strategies of distributing herbal tea products to consumers through various ways of
distribution.
5.4.4 Other resources
Departments are responsible for supporting the Planning Section to complete its mission
are the research and market developmetn offices.
5.4. 5 The cost to distribute products

Year
Criterion
Human costs
Equipment cost
Other resources ( if have)
Total

2014

2015

2016

67.502.901.752
60.219.153.994
48.421.534.387
176.143.590.134

82.839.799.617
73.901.158.625
59.423.078.145
216.164.036.387

97.908.112.203
87.343.559.062
70.231.958.905
255.483.630.171

6. Action Plan
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We can specific tasks required to implement marketing projects as follows:
Tasks need to be
worked

Human resourses

Others

1. Design and
implement the herb tea
product Dr. Thanh.

+ The one who takes mainly
charge of
+ The supporters

Producing Plan
Office

2. Advertise and market
the products

+ The one who takes mainly
charge of
+ The supporters

Research and market
development Office

3. Identify human
resources to implement

+ The one who takes mainly
charge of

+ The supporters

Human Resource
Office

4. Propose the policy
of product promotion

+ The one who takes mainly
charge of
+ The supporters

Sales Office

5. Distribute the herbal
tea products Dr. Thanh

+ The one who takes mainly
charge of
+ The supporters

Producing Plan
Office, Sales Office

Budget
Fund of
development
and
investment
Fund of

development
and
investment
Fund of
development
and
investment
Fund of
development
and
investment

The

Starts:
01/08/
Ends:
01/09/

Starts:
01/08/
Ends:
01/09/

Starts:
01/09/
Ends:
01/10/

Starts:

01/08/
Ends:
01/10/

Starts:
01/08/
Ends:
01/12/

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CONCLUSION
Marketing Plan for new product is very important to most enterprises. It determines the
survival of the product, is expressed through the values that bring products to customers.
Business owners use a marketing plan with some reasons: researching market, understanding
customers and competitors. The outline of a marketing plan for new products to be able to have
and retain customers as well as to predict the change is extremely important.
A key element of the marketing plan is to know the customers. Understand what they like
and what they expect? At the same time, the plan will also help you know the competitors,
related products, strengths and weaknesses. Correctly identifying the factors will help you easily
realize changes in the market.
Through planning for Dr. herbal tea products. Thanh, our group has accumulated a lot of
experience in marketing applications, however because of limited time and knowledge, we can
not avoid the shortcomings in the process of doing all. We look forward to receiving feedback
from the teachers and all of you to complete the assignments.

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REFERENCE
[1] The textbook of Business Strategy and Development; Chief Author: Dr. Nguyễn
Thành Độ; Dr. Nguyễn Ngọc Huyền
[2] The textbook of Strategy and Business Development Plan; Chief Author: Dr. Nguyễn
Thành Độ
[3] Business Strategy, plans and decisions ; Chief Author: PTS. Trần Hoàng Kim
[4]Business Strategy; Chief Author: Dr. Nguyễn Thị Liên Diệp
[5]The textbook of General Administration
[6]Journal of Industrial Viet Nam in 2010, 2011, 2012
Reports from Sales Department of Tan Hiep Phat Group

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