International marketing hoian

EXPORTING “HOI AN” LANTERNS FROM
VIETNAM TO FRANCE

Course:

International Marketing

Professor:

Eugenia Ruiz

Student:

Nguyen Thu Hoai

Master of Business Administration in International Management
IGR-IAE Rennes, University of Rennes 1

Rennes, France
Avril 12th, 2019


Table of Contents
I. Competitive market analysis.....................................................................................................................1
1.

II.

Related information...........................................................................................................................1
1.1.

Adaptation of products..............................................................................................................1

1.2.

Product features.........................................................................................................................1

1.3.

Packaging products....................................................................................................................3

1.4.

Accompanying services..............................................................................................................3

1.5.

Price.............................................................................................................................................3

International Marketing Strategy....................................................................................................5

1.

Marketing goals..................................................................................................................................6

2.

Target market.....................................................................................................................................6

3.

Marketing Strategy............................................................................................................................7

4.

3.1.

Advertisement.............................................................................................................................7

3.2.

Media...........................................................................................................................................7

Promotion............................................................................................................................................8
4.1.

Target...........................................................................................................................................8

4.2.

Vouchers and coupons...............................................................................................................8

4.3.

Advertising method....................................................................................................................8

4.4.

Distribution method...................................................................................................................9

4.5. Packaging.......................................................................................................................................10

REFERENCES.............................................................................................................................................11


I. Competitive market analysis

1


The market in France shows that handmade products are noticed by many travel companies as
well as used by the people because of the magic of the kind of light that it creates and the
sparkling beauty and fantasy. However, the French market is a fastidious market and therefore
the competitiveness is relatively high if our products do not have the sophistication, so it is
difficult to stay on this market. But if referring to the presentation below, it can be shown that
Hoi An lantern products are the essence of the hardship that craftsmen have created, which has
helped the difficult competition process. on the French market may succeed later
1. Related information
To be able to bring Hoi An lantern product to penetrate into the French market is an easy task
because the nature of French culture and French handmade products is very sophisticated.
However, with the actual situation showing that French tourists are very fond of Hoi An lantern
products and often buy for business and gifts is mainly because our design is very suitable for on
display at French restaurants, hotels and halls - which attracts many tourists staying when
visiting this beautiful city of Paris.
1.1.

Adaptation of products

French culture was built and developed over thousands of years along with a long history of
national development. People are polite, courteous, polite in communication. From the natural
scenery, entertainment areas, services to people all exude a romantic, noble beauty, making
anyone who has ever set foot in this country feel enamored. They have very artistic eyes,

requiring products with high sophistication and high artistic features and Hoi An lantern products
must meet this condition because the nature of this product is an art of artisan craftsman, refined
it. Hoi An lantern is like a brainchild of the people here so when exporting to France, it can be
affirmed that the product ensures the quality and standards that the French in particular and the
European people requires for sophistication of products
1.2.

Product features

1


The product is creative, with a romantic atmosphere with a little bit of Asian features in
European culture, creating a fanciful setting. With many styles, different shapes can satisfy many
customers' different requirements
- Round type, pie style, garlic root style (with reverse style), flying disc type, needle type
(reverse style) this style is suitable for the inner decoration restaurants, hotels, dining rooms
create a cozy and peaceful atmosphere.

- The hexagonal shape, wooden lanterns, these products are suitable for the external decoration,
the facade of hotels, restaurants, villas, apartments of people because they are made of wood, so
they can resist with good weather, create a new atmosphere when new guests enter.
2


- Lotus lamp and table lamp design lanterns. Products of this type are usually equipped on the
table, with a sufficient light, creating a friendly feeling for customers

1.3.

Packaging products

In French style we choose elegant colors to meet their high needs. We will dye more colors so
that customers can choose to suit their requirements. Our products are packed in 2 ways:
-

Option 1: Put and put into the cloth bags that fit size of lamp (traditional style)

-

Option 2: Be put in boxes suitable for each customer's requirements, to make gifts for
relatives and friends.
1.4.

Accompanying services

We have an on-site installation service for our guests, or send our staff to supervise installation
with products purchased to decorate hotels and restaurants.
For products as gifts, we make sure our employees will guide you properly.
Warranty: Our products guarantee brand so the warranty is 6 months to 1 year depending on the
type of product that customers buy.

3


1.5.

Price

There are many product choices with a variety of sizes and prices to attract many customers as

well as different types of customers. Different purposes of using the products as decorating the
house or to display circular shops or restaurants which will have many categories to purchase.
The variety in the product also impressed customers to come to the store (although customers
may not buy at this time but will have a good impression with the brand and product labels to
note when there is a need to use in the future)
The selling price includes costs:
- Advertising costs

- Insurance costs

- Tax

- Logistic costs

- Cost of renting premises and yards

- Other costs

Type
10cm
20cm
30cm
35cm
40cm

Price (€)
1
2
4.5
5

6.5

Type
45cm
60cm
65cm
80cm
100cm

Price (€)
8
11
14
19
23

4


II. International Marketing Strategy

5


As mentioned above, it shows that the French market is not an easily accessible market whether
it is an individual or an organization in France who enjoys lanterns. With a company that does
not have much experience for exporting lanterns to France, there are many limitations, it is risky
to self-help in this initial phase. So in order to ensure the safety of human and financial
resources, the company chose to rely on entrusted export companies to carry out these sales
activities. So the company will carry out production and planning and the export will be

delegated to the entrusted export company.
1. Marketing goals
Aiming at introducing Hoi An lantern products - one of Vietnam's traditional products to France.
At the same time, satisfy customers' demand for lantern consumption tastes in the field of
restaurant and hotel decoration, ... by exploiting the advantages of the French market through the
introduction of products for the first time to penetrate the French market and direction. to
increase lantern sales from 2019 – 2025





2. Target market
The place where Vietnamese in particular and Asia in general people live in France.
The place has many tourist resorts decorated with classical style.
The place attracts many tourists to visit.
The zones have many famous places and shopping areas

The target market is the shopping malls, markets, shops in France which are famous for
attracting indigenous people, tourists ... where people often shop as:
-

Carcassonne: attracts a large number of tourists through its unique beauty and longstanding cultural features of an ancient fortress city. There are many shops to buy

-

interesting souvenirs for relatives
Richard Lenoir: This market is one of the most attractive places in Paris with many

-

tourisms every weeks
Marche Des Puces, St. Ouen De Clignacourt: This large market located in the city of
Paris is also chosen by many people as their shopping place. In total, the market of the
market has up to 3,000 booths selling all kinds of goods are antiques, unique and cheap
clothes


-





-

Cannes: Rue Meynadier can be called a "shopping street" in Cannes with many shops
selling many different items.
3. Marketing Strategy
3.1.
Advertisement
Aiming to directly push the consumption of lanterns by customers.
Encourage people to learn and dig deeper into product information in France.
Creating a link between products and demand in the French market.
Change buyers' attitude towards lanterns.
3.2.
Media
Due to the characteristics of lantern products, the main media used in France are
traditional festivals, festivals, folk music programs, etc. This is the most popular and
effective form of propaganda. because it attracted most of the tourists to visit and admire

the special products and gradually the need to proceed to first-time purchase and
redemption if there is a need for decoration. Participate in festival programs in France to
bring indigenous guests and tourists to France to know Hoi An lantern and create an
opportunity for themselves to introduce and promote the image of a Vietnamese product.

-

export countries and really cultural values
Use local, economic and cultural journals as a communication channel to bring products
to customers. With these two forms, we think that the cost is high but the value is not
measurable when it attracts the majority of visitors to the festivals. In addition, we also
set up a website to help customers learn about lantern products and order. At the same
time, this form also allows for the management and control of shipping and also

-

facilitates the sale of goods with customers everywhere.
4. Promotion
4.1.
Target
Encourage customers to buy more.
Encourage shoppers to buy products
Encourage shoppers from competitors to use their products
4.2.
Vouchers and coupons

Increase the number of purchases to facilitate customers to buy other similar products such as
table lamps, wooden lamps ... for hotel and restaurant. According to market research documents

in France, France is a country with a traditional and very ancient culture. This makes cities along
the river very poetic. It is this similarity that makes the French market possibly a potential
market for Vietnam to export lanterns. Surely, the time turnover of other businesses when
exporting lanterns to France shows that the profits from the benefits compared to Germany,
Spain ... European countries. However, in the long run, with the development of French culture
and economy with a series of hotels, the use of wooden lanterns, table lanterns, wall lanterns ... is
obvious. Therefore, the plan is that for businesses or organizations that buy large numbers of
lanterns, we will have promotion policies: offer coupons to buy handicraft products originating
from Hoi An such as silk products and fans. paper, ... or discount on the number of products to
create sustainability in the long-term relationship of both parties.
4.3.

Advertising method

Most use only Hoi An lantern sites as a main access form for customers when using the internet,
magazine publications, and decorating directly at festivals, or using outdoor porters. We think
lanterns are a product that creates the magic that is most appealing when it is really lit. Therefore,
it is no wonder to bring that light to your customers to experience and enjoy in the lobby of the
hotel or the street side of the street.
4.4.

Distribution method

Due to the first export to France, the company is still researching on the way of exporting so that
after the company will directly export the seed and the understanding of this content is as
follows:

-

Select port

The main port of used port is Tien Sa (Da Nang) and Han river port.
The Port of Maseille is a major port of France. Is one of the oldest cities in France. This



will be a favorable opportunity for traditional lantern products
Transportation method


-

Airline shipping is used for customers who require quick product export. Around the
world there are about 5000 civil airports in operation. The majority of international
airports are located in the United States and Europe. The busiest air routes are:
transatlantic, routes connecting the United States to the Asia-Pacific region. Exporting
goods by sugar does not go to countries that comply with very strict regulations.
However, the speed of road transport is not fast, ensuring international exchange.
Transport by airway is a very young type of transport, developing at a fast pace,
effectively using scientific achievements. At the same time, freight charges are very

-

expensive, low load, pollution of ozone layer.
Seaway Shipping can serve all types of goods sold internationally. Shipping routes on
the sea are mostly natural traffic routes. Transport capacity of sea transport is very large.
In general, the transport capacity of marine transport tools is not as limited as other
means of transport. The outstanding advantage of sea transport is low cost. However, sea
transport has some disadvantages: Sea transport is heavily dependent on natural
conditions, the speed of ships is low and the speed of seagoing vessels is limited.
 From the technical and economic characteristics of sea transport, we can draw

conclusions about the scope of application as follows:
- Sea freight is suitable for transporting goods in international trade. .
- Sea freight is suitable for transporting goods with large volumes, transporting over long
distances but does not require fast delivery time.
4.5. Packaging

Lanterns that are products that need to limit the collision must be carefully packaged during
transport and storage. Therefore, packaging, packaging, branding is an important step in
preparing goods. The usual type of packaging is:




Bag: Some lantern products are compact in size and made of plastic. Common types of



packaging are: gunny bag, cotton bag , paper bag and rubber bag;
Bale: All types of lanterns can be compacted, but the quality is not broken, all packed



into packages or outer, usually tied with steel wire.
Barrel: Types of wooden lanterns, table lamps, lotus lamps ... have relatively large sizes
and limit collisions must be packed in barrels. Wooden barrel, plywood barrel, steel
drum barrel, aluminum and fiberboard drum


REFERENCES
1. P.Stokinger

&

P.Ramirez,1999,

France

Market

general

features,

/>vhf/MarketFR.pdf (Accessed 12th April 2019)
2. Danielle Biksha, 2018, Lantern making in Hoi An, (Accessed 12th April 2019)
3. M.Wright & L.Major, 2015, The distribution of collective investment in France,
Online reading in Case in Marketing Financial Services, chapter 9, University of
Nottingham, />id=DBCjBQAAQBAJ&printsec=frontcover&hl=vi#v=onepage&q&f=false
(Accessed 12th April 2019)
4. E.Zhang,
2018,

Vietnamese

Silk

Lanterns,

(Accessed 12th April 2019)
5. D.Anderson, 2018, Distribution agreements and agency agreements in France,

(Accessed 12th April 2019)