Chiến lược kinh doanh của công ty cổ phần nước khoáng vĩnh hảo e

The business strategy of Vinh Hao Mineral Water Joint
Stock Company

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TABLE OF CONTENT
TABLE OF CONTENT................................................................................................1
INTRODUCTION........................................................................................................3
RESEARCH OF CONTENT........................................................................................4
1. Overview of Vinh Hao Mineral Water Joint Stock Company....................................4
1.1 Overview of the Company......................................................................................4
1.2 Aspects of Vinh Hao Mineral Water........................................................................4
1.3 The formation and development of the company....................................................5
2. Overview of the mineral water market......................................................................6
2.1 Characteristics of mineral water market..................................................................6
2.1.1 The needs and tastes of customers........................................................................6
2.1.2 The competitive company in the industry............................................................7
2.2 Environmental factors affecting mineral water market............................................7
2.2.1 Legislation environment.......................................................................................7
2.2.2 Economic environment........................................................................................8
2.2.3 The natural environment......................................................................................8
2.3 Strategic Analysis S - T - P of companies in the period 2012- 2014........................9
2.3.1 Market Segmentation...........................................................................................9
2.3.2 Select the target market........................................................................................9
2.3.3 Product positioning............................................................................................10
3. Analysis of strategies of Vinh Hao Mineral Water Joint Stock Company...............11
3.1 Dimensions product aggregation...........................................................................11
3.2 Product Branded....................................................................................................13
3.3 Decision concerning product characteristics.........................................................13
3.3.1 Product line carbonated mineral water...............................................................13

3.3.2 Product line mineral water not gas.....................................................................15
3.3.3 Field of fresh mineral water products.................................................................16
4. Designing packaging product..................................................................................17

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INTRODUCTION
.

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RESEARCH OF CONTENT
1. Overview of Vinh Hao Mineral Water Joint Stock Company
1.1 Overview of the Company
- Name: Joint Stock Company Vinh Hao Mineral Water
- Brand: Vinh Hao
- Logo:
- Headquarters: No. 346 Hai Thuong Lan Ong street, Block 2, Phu Tai Ward,
Phan Thiet City, Binh Thuan Province
- Telephone: 031 3739106 - 031 3739107; Fax: 031 3739108
- Website: www.vinhhao.com
- Capital: 81 billion VND (eighty one billion)
Certificate of business registration: No. 3400178402. The first registration on
March 9, 1995, registered revision seven on May 21, 2008
The units attached to the on December 31, 2010 include:
+ Mineral water factory in Vinh Hao commune, Tuy Phong District, Binh
Thuan Province.
+ Manufactory bottled water at 678/72/32 Nguyen Van Linh street, Le Chan

District, Hai Phong City.
+ Branch Ho Chi Minh City at No. L12 Dong Den street, Ward 14, Tan Binh
District, Ho Chi Minh City.
+ Representative Office in Ho Chi Minh City is located at 5F Floor, Tower
Master, 41-43 Tran Cao Van Street, Ward 6, District 3, Ho Chi Minh City.
+ The distribution station in Phan Thiet, Phan Rang to Da Lat.
The main business line of the company: production of mineral water, purified
bottled water,etc,...
1.2 Aspects of Vinh Hao Mineral Water
In 1928 French scientists have discovered the excellent quality of Vinh Hao
mineral resources in the area Tuy Phong District - Binh Thuan province. Since then,
the Vichy mineral water - Vinh Hao was born and occupy the largest market share in
Vietnam market at that time. Not stopping there, Vinh Hao Mineral Water also
exported to markets like the US, Australia, Canada, Taiwan,etc,... and soon assert his
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International. However, not everyone knows the Vinh Hao Mineral Water is the only
kind in Vietnam by the French expert research and evaluation of mineral resources is
comparable to the famous Vichy mineral water worldwide.
Differences create the personalities of Vinh Hao Mineral Water is containing
high levels of bicarbonate (HCO3-) - antacids (antacid), reduces the acidity of the
stomach, reducing gastric stock mercy and flatulence. Thanks to this unique
characteristic that Vinh Hao Mineral water is considered good quality products
compared to similar products on the market.
Therefore, Vinh Hao Mineral Water soon became close friends of each family,
not only refreshing pure value, but also because of the special benefits of the health
giving. With the new development orientation, and all the leaders Officials Employees
of Vinh Hao Mineral Water Joint Stock Company are ongoing effort to reaffirm the
position of the brand pioneered Vietnamese consumers inherently trust cherish for

over 80 years.
1.3 The formation and development of the company
From ancient times, hot spring water is considered as water EAMU St. and is
used only in the spiritual sacrifices and treatment. By the early fourteenth century,
legend, Princess Huyen Tran was father Tran Nhan Tong married to the king of
Champa - Che Man, in a rambling trip aqua paint hills, incidentally stopped next to
the hot springs are erupting, limpid calm, and she herself was named Vinh Hao stream
with wants relations between Vietnam - Chiem lasting and eternal good. The later
kings of the Nguyen Dynasty has also built the house in the source area for rest and
convalescence.
In August 1909: a merchant name Bui Huy Tin, accidentally discovered the
source of the Vinh Hao mineral hot springs.
On January 28, 1928: assessment by the quality of this mineral spring equal to
the world-famous Vichy France, Vinh Hao D'Etudes Societe Civile des Eaux De
company started Minerals exploitation and commercialization.
In October 1930: Vinh Hao Mineral Water was officially launched with a
capacity of 3000 liters/hour. This is the first time Vietnam has products named Vichy
mineral water - Vinh Hao, have occupied the largest share market in Vietnam at that
time. Not stopping there, Vinh Hao to continue reaching out to the Indochinese
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countries and exports to markets like the US, Australia, Canada and Taiwan,etc,...
assert its International.
Since the early 20th century: Vinh Hao mineral water brands are renowned
worldwide.
In 1995: Vinh Hao mineral water factory is a joint venture established joint
stock company Vinh Hao Mineral Water, by the People's Committee of Binh Thuan
province licensing 000965GP/TLDN-03 on January 14, 1995, with two main
shareholders in Binh Thuan province, Saigon Finance Joint Stock Company (now the

Viet Asia Bank). From there, Vinh Hao has marked his moves and new developments.
In 2008: Celebrating 80 years of the founding of Vinh Hao company.
The growth in recent years:
No.

Indicator
Production (1,000 liters)

1

Growth rate
Revenue (million)

2

Growth rate

2012

2013

2014

48.603

73.129

99.407

31%

50%

36%

106.094

195.865

342.605

28%

85%

75%

Source: Vinh Hao Mineral Water Joint Stock Company
2. Overview of the mineral water market
2.1 Characteristics of mineral water market
2.1.1 The needs and tastes of customers
Water is the essential needs of man. Clean water is even more precious.
International organizations say demand clean water is increasing, amid the supply of
safe drinking water and sanitation facilities are still lacking in most of the developing
world. So bottled water products tend to get more people to use because of its
convenience. Consumers can take with you a bottle water product at anytime,
anywhere, ensuring their physiological needs. Currently, most customers do not
understand the use of the bottled water market, including pure water and mineral
water. That leads to erroneous perceptions as well as the demand for these products,

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making it difficult for businesses in the bottled water market in general and in
particular mineral water.
Mineral water is water containing minerals. The first type of this mineral with
appropriate amounts can bring health benefits. But if used too much, it will not be
beneficial because the body absorbs too much and cause excessive mineral mining.
Therefore, considering the data on mineral content in the product is the company very
focused and rigorous management, to ensure the health of consumers and maintain
their products on the market .
Mineral water products are used extensively in all ages. Older people generally
prefer a high quality product, with health benefits, not fussy frills so often consume
these products with large capacity, so at home. Meanwhile, young people love and
care about style elements, dynamic personality, closer to daily life than the quality
factor. Thus, many mineral water product line was created to meet the needs of all
ages.
2.1.2 The competitive company in the industry
* The direct competitors:
- Lavie
- Vital
- Some other mineral water brands such as: SANNA, Khanh Hoa, Kim Boi, ...
* The indirect competitors (Business purified water)
- Aquafina
- Sapuwa
- Joy.
2.2 Environmental factors affecting mineral water market
2.2.1 Legislation environment
* Regulation of bottled mineral water production
- Organizations and individuals can only exploit natural mineral water after the

Ministry of Natural Resources and Environment granted the mining license (mineral
water) as stipulated by the legislation on mineral resources.
- Organizations and individuals can only produce bottled mineral water after
the Ministry of Health (Department of Food Hygiene and Safety) certificate of
eligibility base food safety.
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- Organizations and individuals producing bottled natural mineral water must
publish quality standards food safety with the Ministry of Health in collaboration with
the Department of Food Hygiene and Safety under the provisions of prior legislation
products circulating in the market.
- Organizations and individuals producing bottled natural mineral water may
only processed and bottled natural mineral water at source
* Regulation of bottled mineral water exports
- Organizations and individuals importing bottled natural mineral water must
fully implement the content and procedure for state inspection of quality prescribed by
the Ministry of Health regulations.
- Organizations and individuals importing bottled natural mineral water must
publish quality food safety standards food safety with the Ministry of Health in
collaboration with the Department of Food Hygiene and Safety under the provisions
of prior legislation products circulating in the market.
2.2.2 Economic environment
The economic crisis, high inflation makes the consumption of these items
decreased. In the beverage market in general and in particular mineral water,
purchasing power has increased with every year enabling companies can develop the
brand as well as profit. But customers are also more interested in factors such as
quality of product, price, utility,etc,... Just so that higher competition also requires
appropriate strategies from companies in the industry.
In addition, our country is a country with a market economy, has joined the

WTO. So are the products of foreign origin are imported into Vietnam more. They are
mostly of high quality products which are potential competitors of the company are
very strong presence in the market.
2.2.3 The natural environment
Nature has bestowed many valuable people are, the resources almost endless,
including water resources. In Vietnam, there are sources of mineral water everywhere
from north to south, each mineral resources are typical components for specific use,
bringing a diversity of mineral water products. In the north there is mineral iron
(Northern Plains). From Quang Binh to Binh Thuan in the mineral silica and from
Binh Thuan to Dong Nai, Ba Ria - Vung Tau with carbonic mineral.
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But the natural environment is increasingly polluted and being severely
exploited affect the quality of mineral water products. So to keep the quality of
mineral water is always guaranteed, the company offers strategic planning and build
infrastructure to protect mineral resources from the effects of environmental pollution.
On the other hand, increasingly hot climate makes drainage occurs quickly, people
need to consume more water than normal items mineral water should become more
concerned.
2.3 Strategic Analysis S - T - P of companies in the period 2012- 2014
2.3.1 Market Segmentation
To facilitate your business with a more detailed view on the market, selecting
target markets accurately and efficiently, Vinh Hao market segment based on segments
such as geographic characteristics psychology, consumer behavior.
Criteria segmentation by geographic area, Vinh Hao divided into three
segments:
- North: Hanoi, Hai Phong,etc,...
- Central: Da Nang, Hue,etc,...
- South: Ho Chi Minh City, Binh Thuan, Dong Nai, Vung Tau,etc,...

Criteria segment psychological characteristics: Based on the differences in
personality (ostentatious, like to express themselves, powerful, vibrant), Vinh Hao put
the product line fresh mineral water with reasonable prices to attract customers.
Criteria segmentation consumer behavior: The company focuses on segments
primarily on the use of the product benefits. Company whacked segments such as
schools, hospitals, offices with Non-carbonated mineral water, bring drinking water to
ensure consumers' health. In addition, Vinh Hao also introduced the carbonated
mineral water and fresh mineral water, provides essential minerals to the body after
work, study, and prevent a number of heart disease and osteoporosis circuit.
2.3.2 Select the target market
From the market segment where the company has research, Vinh Hao
determine your the target market segment focused on primary, secondary and
psychological characteristics. Vinh Hao identify target customers as follows:

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Branded
Noncarbonated
mineral water
Carbonated
mineral water

Characteristic
The average mineral
content,

water

offices, families,etc,...

high quality, good for

Lavie

health

Vital
average

content,
distinctive

Intermediate:Families
middle
Customers children (pupils,

mineral

students,

high-quality,
in

Target customers
Primary:Schools, hospitals,

quality,

have health benefits

High mineral content,

The
Fresh mineral

good

Competitors

young

entrepreneurs,

each

...)

have

personalities, like the new,

product category

unique.

2.3.3 Product positioning
The difference of Vinh Hao compared to competitors in the market of mineral
water are: High quality, have health benefits and relative price equal to or lower than
the direct competitors are in majority Lavie and Vital items.
The difference was due Vinh Hao Mineral Water a precious source, apply a

quality management system ISO 9001: 2000 and has improved the system of food
safety management standard ISO 22000: 2005 in the first year 2008. Besides,
investment in Vinh Hao system modern machinery, research and strict management
production processes, enhance competitiveness and provide safe products in terms of
quality and service to consumers in order to increase the brand's reputation in the
high price
market Vinh Hao.
Lavie
Vital
Gi
á cao
Health benefits to low

Vinh Hao
L
avie

Health benefits to high

V
ital

Vĩn
h Hảo

Lợi ích cho sức khoẻ
thấp

Lợi ích cho sức khoẻ cao
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3. Analysis of strategies of Vinh Hao Mineral Water Joint Stock Company
3.1 Dimensions product aggregation
Since its inception in 1928, Vinh Hao Mineral Water from a well-known
products have developed more new products such as pure water Vinawa, energy
drinks Olympia,etc,... and preparations as spirulina platensis, mineral mud. But the
staples of the company is still mineral water, has built up the brand Vinh Hao. So this
focus on mineral products, including:
Product line carbonated mineral water and carbonated water space Vinh Hao:

Through the measurements of length, width and depth aggregation of products
will be the following table:
Product
Line

Branded

Material of
the bottle

Filesize

Product features
Due to the high mineral content,

Plastic bottle
Carbonated

Vinh Hao

natural

Mineral

mineral

Water

water

Carbonated

PET

500ml

with Sodium Bicarbonate very good
for the digestive system, helps with
painful stomach and bloating. At the
same time, provide the essential
trace mineral for the body such as

Glass bottle

450ml

sodium, potassium, magnesium and
calcium, minerals offset lost output

Non-

Vinh Hao

Plastic bottle

carbonated

Mineral

PET

Water

350ml

during work and advocacy.
Every day the human body needs
from 1.5 to 2 liters of water to
balance and offset the loss of water

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during operation. Moreover, the
500ml

body also needs additional minerals
that the body can not synthesize.
Mineral water with a slight amount

mineral

Non-

water

carbonated

1,5L

of gas as Vinh Hao Mineral Water
no one solution is just to drink just
to avoid the shortage of minerals in

5L

the body, helps to maintain healthy,
refreshed, contribute to beautify

20L

skin and health every day.
Besides

Glass bottle

450ml

the

refreshing,

helps

support Lemona easily digestible
thanks to contain natural gas. At the

Lemon

Plastic bottle

mineral

PET

same time, the minerals sodium,
500ml

calcium,

Vinh Hao Mineral Water utilities
Plastic bottle
PET

1,5L

also very good for the nervous
system, helps prevent osteoporosis
and cardiovascular disease .

Cola K+ medium containing healthy

mineral
water

magnesium,

silicate, which is rich in resources ...

Lemona

Fresh

potassium,

Cola
mineral
water K +

Plastic bottle
PET

minerals, has a special flavor,
500ml

attracting

a

client

department

wanted a new product.
With the sweetness of oranges,

Orange

Glass bottle

450ml

mineral

Camina offers typical mineral taste
sweet oranges,

water

Plastic bottle

Camina

PET

improve

health,

replenish essential minerals for the

500ml

body, good for the digestive system
and nervous.

3.2 Product Branded
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The success of a product is also partly determined by the name of a product. A
catchy name or special will print on top will be the consumers and customers
remember the first name when speaking of a kind product. Therefore, the product
name is also a relatively important work. The brands of mineral water carbonated and
non-carbonated of Vinh Hao is named after the company, there are all kinds of mineral
water sweet as Lemona, Camina, Cola K +, the names relatively catchy, rhyming, both
directions international, has maintained Vietnamese identity.
In carbonated mineral water and no gas, the company name is set for the
products in this product line. Vinh Hao means sustainable forever and nice.
Companies want to offer our customers products with good quality and growing,
ensuring health for all. Besides, Vinh Hao also want relations between the company
and clients is always sustainable, to develop a brand Vietnam.
In the sweet spring product line, each brand has meaning:
- Lemona: stands for Lemonade, lemonade means, raises the characteristics of
the product. Branded product internationalization attention of a dynamic youth
department, make this product more favored countries.
- Camina: name speaks somewhat product characteristics, with orange flavor
characteristics help cooling.
- Cola K +: Until now there are many brands of cola succeed as Pepsi, CocaCola,etc,..., but Vinh Hao has boldly created a product Cola are contained minerals,
brings a new choice Cola product.
3.3 Decision concerning product characteristics

The company has three main product lines are mineral water carbonated
mineral water, non-carbonated mineral water and light mineral water.
3.3.1 Product line carbonated mineral water
Decision quality: To exploit and bottled at source, healthy environment for
neighborhoods away, pumped up from a depth of over 30 meters with a closed
production lines high technology imported from Europe (Belgium) without going
through any stage of processing with chemicals, therefore Vinh Hao mineral Water
carbonated remains intact mineral content and maintain the natural. The product is
pasteurized by UV offers the highest purity.

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Characteristics of the product: Concentration of bicarbonate (HCO3-)
highest in the product line, with sodium, potassium, magnesium and calcium in
appropriate proportion. Carbonated brings different from other products on the market
mineral water. Be blessed, Vinh Hao Mineral Water Carbonated contain high levels of
essential minerals such as sodium, magnesium, calcium, silicon, potassium,
bicarbonate,etc,... help strengthen the function of skin cells, prevent wrinkles by
stimulating activity of vitamin E, improves motor functions of the nervous system,
digestion, help agencies operate more efficiently. One of the uses of carbonated
mineral water is recommended doctors together to support the treatment of gout. In
addition, the product also works to support liver detoxification supplement important
minerals needed by the body while working, exercising, or when tired,etc,..., bringing
health and full consolidation live each day.
The name
Bicarbonate
TDS
Sodium
Silicate

Potassium
Calcium
Magnesium
Fluoride
Total Iron
Nitrate
Iodine
pH

Abbreviation Concentrations
HCO3 2500
1900
+
NA
912
SiO3 K+
84
++
Ca
43
++
Mg
11
F
1,5
Fe2+, 3+
0,0
NO3 0,0
I0,0
7,2

Branded and Packaging: Vinh Hao bottle designs of gas not different from the
other competitors, increase brand awareness. In PET bottle 500ml products, with
green bottle, packaging background green bottle bottle placed between known and
unique logo with white and blue, with a small star on the cover charge packaging and
one big star at the bottom, Vinh Hao confirmed the difference compared with the same
industry, bringing consumers closer to nature with the white of the sky, blue is the
blue of trees and water. Also in the 450ml glass bottle, Vinh Hao whacked middle
customer segment, by the elegance of glass products with the assurance of quality
preservation in glass bottles. Combining white and blue, Vinh Hao also bring the
freshness of mineral water to customers.
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3.3.2 Product line mineral water not gas
Decision quality products: which are also produced from Vinh Hao Mineral
resources in Binh Thuan, quality of Vinh Hao mineral water nor gas are not inferior to
the other mineral water product line. This product has been rated as good quality
product than the same products in the market. Therefore, it soon became a close friend
of a family, not just by pure refreshment value, but also because of the special benefits
of the health giving.
Product Features: Lower levels of bicarbonate soda Vinh Hao products, this
product also brings freshness, refreshment medium has added essential minerals to the
body. Here are common products, suitable for daily use, because ash light, easy to
drink and sweet aftertaste bar. Bicarbonate reduces stomach acidity, thereby reducing
stock mercy stomach and bloating; Water-soluble silicate has a good effect on the
digestive, nervous; Calcium prevents osteoporosis; Magnesium helps strengthen
immunity, help the heart work properly and regulate arterial blood pressure,etc,...
The name
Bicarbonate

TDS
Sodium
Silicate
Potassium
Calcium
Magnesium
Fluoride
Total Iron
Nitrate
Iodine
pH

Abbreviatio
n
HCO3 NA+
SiO3 K+
Ca++
Mg++
F
Fe2+, 3+
NO3 I-

Concentrations
439
375
155
20
6
0,6
6,4

0,2
0,0
0,0
0,0
7,2

Branded and Packaging: The new logo and packaging was changed from
2009, Vinh Hao brings a breath of fresh air for its mineral water products. In the noncarbonated mineral water, with 5 types of plastics PET with different capacity, Vinh
Hao gives customers the freshness of spring with blue and white.
3.3.3 Field of fresh mineral water products
Decision quality: Manufactured on the Vinh Hao mineral water, mineral water,
fresh products and ensuring quality and mineral content to complement the body. The
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quality is also reflected through the stage of the middle bar with UV as the other
products of Vinh Hao Mineral Water, to ensure the health of consumers.
Product Features: On the Vinh Hao mineral water (mineral content was
slightly decreased), sweet products of Vinh Hao Mineral Water is the beverage taste
very characteristic and different because it contains natural minerals. Enjoy a fresh
bottle of Vinh Hao Mineral Water just giving you the feeling was thirsty and an
unmistakable taste is compared to similar products on the market, which can meet the
needs of the mineral supplement can. This is why the sweet mineral products
consumers increasingly loved and favored. Besides the refreshing, sweet mineral
water also helps support digestible thanks to contain natural gas. At the same time, the
minerals sodium, potassium, magnesium, calcium, silicate, which is rich in
resources,etc,... Vinh Hao Mineral Water utilities also very good for the nervous
system, helps prevent osteoporosis and cardiovascular disease .
Ingredients:
- Natural Vinh Hao mineral water saturated with CO2

- Natural characteristic flavor (Lemon, Orange, Cola)
- Sugar Sucrose
- Citric Acid (330)
- Malic Acid (296)
- The preservative sodium benzoate (211)
Branded and Packaging: In mineral fresh product line, color, packaging,
labels have pointed to the characteristics of the product. In Lemona lemon mineral
products, even in the name it has been found to be characteristic of the product.
Besides, with the green of lemon, a unique bottle design, Lemona attract the attention
of customers with personality, the new favorite. Vinh Hao Lemona is the most popular
and is on the rise. In Orange mineral products - Camina, product characteristics also
present through its characteristic orange color in the packaging and bottle caps.
Finally Cola K+ product with characteristic dark red. Minerals sweet is bitter rival of
the famous soft drink thirst and gradually won the hearts in customer.
4. Designing packaging product

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In April, 2010 the company launched the system of new brand identity,
including logo and packaging in order to rebuild a youthful image and stronger for its
products in the market of bottled water in Vietnam .
About logo, Vinh Hao boldly innovate and to create new models, successors
and promoted on the basis of previous designs. Logo shape is inspired by the shape of
the principle of "golden ratio" in physics from ancient Greece, symbolizing the
harmony and perfection. With water droplets icon design alternative, and the contours
reminiscent of the curves of the mountain, new logo reminds consumers about a
healthy beverage products gay chain is closed at the famous mineral water in Vietnam.
Type the word "Vinh Hao" is stylized teardrop shape of the pure, gleaming against
deep blue - the color symbolizing the purity of water and earth. Pink star pictures

featured on the green as an accent helped more harmonious whole, in addition, is also
the star stars symbol of its commitment to quality - which Vinh Hao always prioritized
improvements to bring water with minerals dissolved helpful nature as a gift of nature
to serve human beings.

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