ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Processes and Planning

Submission date 13th August, 2023 Date Received 1st submission 13th August, 2023

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. NGUYEN THI CAM TIEN - BS00584 TIEN

2. LE NGOC NGAN – BS00470 NGAN

Group number: 3. LE THI THU CHAM – BS00570 CHAM

4. HUYNH THI NHU Y – BS00478 Y

5. NGUYEN HOANG LUAN – BS00440 LUAN

6. PHAN QUOC NGHIA – BS00688 NGHIA

Class MA06201 Assessor name MS. TRAN THI QUYNH HOA

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P3 P4 P5 M3 M4 M5 D2 D3 D4
 OBSERVATION RECORD
Student 1 NGUYEN THI CAM TIEN

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Conclusion: 100%

Assessment & grading criteria

How the activity meets the requirements of the criteria

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Student 2 HUYNH THI NHU Y

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
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signature:

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signature:

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Student 3 LE THI THU CHAM

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:

Student 4 LE NGOC NGAN

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:

Student 5 PHAN QUOC NGHIA

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:

Student 5 NGUYEN HOANG LUAN

Description of activity undertaken

Introduction: 33,3 %

P3 Compare 7Ps Ostar vs Lays: 16,6 %

P4 Proposing goals for the company: 16,6 %

P5 Marketing Plan for the next year: 16,6 %

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Date:
signature:

Assessor
Date:
signature:

Assessor
name:
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Table of Contents
Introduction............................................................................................................................................................................
I. Situation analysis................................................................................................................................................................
1. The market.....................................................................................................................................................................
2.1 Product.....................................................................................................................................................................
2.2 Price..........................................................................................................................................................................
2.3 Place..........................................................................................................................................................................
2.4 Promotion.................................................................................................................................................................
2.5 People........................................................................................................................................................................
2.6 Physical evidence......................................................................................................................................................
2.7 Process......................................................................................................................................................................
II. Propose Marketing Plan...................................................................................................................................................
1.Proposing an objective for the new year according to the SMART model.................................................................
2. Suggestions to improve Marketing Mix........................................................................................................................
2.1. Product.....................................................................................................................................................................
2.2. Price.........................................................................................................................................................................
2.3. Place.........................................................................................................................................................................
2.4. Promotation.............................................................................................................................................................
2.5. People.......................................................................................................................................................................
2.6. Physical evidence.....................................................................................................................................................
2.7. Process.....................................................................................................................................................................
III. Media Plan.......................................................................................................................................................................
1.Media planning:..............................................................................................................................................................
2.Presentation of quality control options and project schedule:.....................................................................................
2.1. Youtube....................................................................................................................................................................
2.2 TCV...........................................................................................................................................................................
Conclusion..............................................................................................................................................................................
Slide persentation...................................................................................................................................................................
Reference list..........................................................................................................................................................................

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Introduction
Orion Group opened a representative office in Ho Chi Minh City in 1997 and in Hanoi in 2002, and
started advertising in 1997. Orion's potato snack products are diverse and rich, meet the needs and
preferences of diverse customers. The company's goal is to become a sustainable company through
transparency in production and reporting, and actively participate in environmental activities such
as limiting color printing on packaging and reducing costs. O'star cake with seaweed flavor is a
product of Orion company, one of the leading brands of high-tech food in Vietnam. With the rich
flavor of seaweed, O'star cake not only brings palatability but also provides many nutrients and
minerals beneficial for health. Seaweed is known to be a rich source of protein, fiber, vitamins and
minerals such as iodine, calcium, iron and zinc. (Orion, 2023)

PepsiCo Vietnam Company is a group company specializing in providing carbonated and non-
carbonated soft drinks and premium snacks. PepsiCo's products are available in most countries
around the world. The company's products are manufactured in Vietnam, using production
technology entirely from the parent company in the US. The self-manufacturing of products has
helped the company to be more proactive in distributing and selling products to consumers. (Vi
Huynh, 2013). Lay's seaweed flavored cake is a product of Pepsico, created to meet the diversity of
snack flavors. Lay's is the world's number 1 potato snack brand from the US. Belonging to the
famous PepsiCo corporation, Lay's has been present in more than 100 countries and conquered the
love of millions of people around the world. (Lay’s, 2023)

In this article we will compare the Orion Company and Pepsico Company in the same competitive
market applying different elements of the 7P marketing mix. It will then evaluate how the
marketing mix can be applied to achieve business objectives, involving the two organisations. The
market description identifies the market and key segments, and then considers customer needs and
factors in the marketing environment that may influence customer purchase. Then do a competitive
assessment, identifying key competitors and assessing their market position.

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I. Situation analysis
1. The market
At ostar products, customers want products of good quality, raw materials are from natural potatoes,
balanced content. Products are packaged and manufactured in a safe and hygienic way, ensuring no
harm to health. The price is consistent with the quality of the product, the eye-catching packaging
design makes customers impressed and easy to choose the product. Currently, there are many
companies operating in competing snack products such as Lays, Oishi, Poca or Swing snacks.

The reason to choose Lays of Pepsico as a competitor is because both are famous brands in the
confectionery village in Vietnam. Both products are mainly snacks for consumers, comparing these
two brands will help consumers have a more comprehensive view of each product, price, quality
and popularity. products for the best selection. Therefore, choosing lays as a suitable competitor for
ostar to help consumers have a better view and best choice. Comparing these two brands also helps
both improve product quality.

Ostar's Segmentation

The customers that ostar wants to target first are children, teenagers, students, students aged 5-25
years old, a group of customers who like snacks. Women are often the ones who have a higher
demand for confectionery than men. Therefore, products launched on the market need to have
beautiful appearance, good quality, ensure sweetness and nutritional balance.

Secondly, for those on a diet with a need for products from natural ingredients, ostar launched a
snack from natural potatoes, without starch, without much fat, making customers satisfied.

Lays’s Segmentation

Like ostar, lays also targets children, teenagers, students, and students aged 5-25 years old, this
customer group is the main segment of both companies. Women and dieters will also be the
company's top customer group due to the demand for non-starchy, non-greasy, natural ingredients
like potatoes that make customers happy.

In short, ostar and lays products share the same customer segment.

2. Compare 7Ps between Ostar and Lays

2.1 Product
Define

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A product is a solution or service offered to a market to solve a problem or need. In a product
marketing strategy, factors such as product positioning, market segmentation, pricing, packaging,
advertising, and sales are considered to ensure that the product meets the customer's requirements.
and reach the right customers that businesses want to target. Product marketing is the process of
conveying messages and positioning about products and services to shape the product's presence.
(Isocert, 2021)

Actual product of Ostar and Lays

Orion's product is O'star seaweed snack 90g with a bag design with a serrated opening that makes it
easy for users to open and use. On the packaging, there are images of smooth green seaweed
patches, with prominent yellow potato slices. The main color on the package is sea blue,
symbolizing freshness and refreshment. The letter "O'star" is bold and prominent to highlight the
brand and create easy identification. In addition, the packaging contains important information
about the origin and composition of the product, providing customers with the information they
need to make a choice.

For Pepsico's product, Lay's snack cake with seaweed flavor 90g also has the same design as a bag
and also has a serrated design that makes it easy for users to open and use. However, the main color
of the product is alternating dark green. In addition to the image, on the package there is also
important information such as ingredients, instructions for use, packaging, product origin.

The packaging of O'star and Lay's seaweed snacks has the following similarities and differences:

Color: O'star has a characteristic blue color of the sea including seaweed while Lay's has a
distinctive dark green color alternating with seaweed.

Image: O'star packaging often has an image of a snack cake with seaweed and bright images,
attracting consumers' attention. Meanwhile, Lay's packaging often features images of potato chips,
sushi and seaweed, creating a contrast between the two main ingredients in the product.

Logos and Brands: Both O'star and Lay's have their logos and brand names clearly visible on the
packaging. However, O'star has a bolder and more prominent font.

Product information: Both packages provide detailed information on ingredients, weight and
directions for use

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Overall, despite the differences in color, image and presentation, both packages try to capture the
consumer's attention and provide necessary information about the product. Choosing between O'star
and Lay's can depend on personal preference and the brand that consumers trust.

Orion Food Company Limited is a food and beverage company operating in Vietnam for more than
20 years, specializing in the production of dairy products, fruit juices, snacks and nutritional drinks.
Meeting the needs and desires of customers is to ensure convenience, reasonable prices for the
majority of consumers, especially young children and those who like to snack. Those who have a
need to use the product in small quantities, consume the product right at the time of need. Both men
and women have the same needs. From that market analysis, O'star snacks with many different
flavors such as natural, kimchi, seaweed, cheese have been produced with fresh and safe ingredients
for both children and adults. big. There are also different sizes such as 32g, 90g, 150g for
consumers to choose from and the price is reasonable enough for profitable business.

Initially, Lay's targeted high school students. However, the brand has now targeted adults as well.
Or in other words expand the object file at any age. However, the customer group is children, young
people are still the top priority. Meeting the needs and wants of customers is to ensure convenience,
which can be purchased and used immediately. Lay's is currently releasing a number of delicious
flavors. There are even limited edition flavors available. All are manufactured specifically for the
needs of each country. In addition, to ensure the health of consumers. Lay's has reduced sodium
content by 5%-25% in different variations. Even set a goal by 2025, to reduce it to 75%. Since then,
aiming to conquer a variety of audiences from children, adults, etc. Lay's has a competitive
advantage compared to O'Star, Swing or Slide compared to the chip division.

Conclude

The marketing effectiveness of the product section of both companies is very good because the
benefits of the two products are well stated and help the business achieve its business goals.

2.2 Price
Define

Competitive pricing is a type of pricing strategy that businesses use to price their products at the
same price as those of similar competitors in the market. The use of competitive pricing is to
maintain profitability in a market that sells the same product. (Isocert, 2021)

Pricing strategy of Ostar and Lays

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Orion uses Competitive pricing strategy. O'Star seaweed snack 90g 22,000 VND competes with
Lay's seaweed snack 90g 21,900 VND. They compete with each other only 100 VND less. Orion
also uses a Bundle pricing strategy, for example, when buying 10 ostar snack packs, customers will
get 1 free snack pack of the same type but different taste. Or buy 15 packages will get a discount of
about 10,000 VND.

Currently, the Orion company sets the price of its product or service lower than that of its
competitors, in order to attract customers and increase competition in the market. This can have
benefits such as attracting new customers and retaining existing customers. However, there may be
disadvantages such as reduced profits and difficulty maintaining this strategy in the long term

With Lay's snack product using Competitive pricing strategy, Lay's seaweed snack 90g 21,900
VND competes with O'Star seaweed snack 90g 22,000 VND and other competitors. In addition,
lays also uses Bundle pricing strategy such as buy 10 packs get 1 free like ostar.

Lays' competitive pricing strategy aims to gain a competitive advantage in its field by offering
products at competitive prices. This helps attract new customers and retain existing customers. This
strategy can help lays increase sales and market share.

Conclude

In summary, the pricing strategy of ostar and lays did a great job of marketing and quality
contributing to the effective pricing of both. Both ostar and lays have successfully positioned
themselves as a tasty snack at an affordable price.

2.3 Place
Define

Place focuses on deciding where your product or service will be sold and reached to your target
audience. These are the channels and ways your product travels from producer to consumer. This
may include retail channels, dealers, direct sales through the company's website or store. (Isocert,
2021)

The current distribution system of Ostar and Lays

Ostar

Regarding product distribution, O'star is distributed from small grocery stores to businesses and
convenience stores such as: Circle K, Mini stops, Family mart,... In addition, there are websites and
other stores. online shops like Shopee, Lazada, etc. But still focus on big cities to take advantage of
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long-term supply. O'star snacks with many different flavors such as natural, kimchi, seaweed,
cheese have been produced with fresh and safe ingredients for both children and adults. Orion uses
a variety of distribution channels to bring O'Star to market. This helps O'Star products to be present
in many locations and increase the opportunity to reach a large customer base. Orion chooses the
right sales location to bring O'Star to consumers conveniently. O'Star products can be found at the
counters at gas stations, railway stations, airports, shopping centers and downtown areas. This
allows consumers to easily purchase products on the go or while shopping. Orion makes strategic
location decisions to place O'Star products in locations that attract customers. For example, O'Star
can be placed at a beautifully decorated confectionery shelf or near other related products such as
tea, coffee or milk. This creates interaction and increases the ability to attract customers to buy
O'Star products.

Lays

Take advantage of Suntory PepsiCo's extensive distribution network in Vietnam in terms of

distributor and retailer network. PepsiCo mainly focuses on widespread and widespread distribution
channels, including supermarkets, convenience stores, restaurants, hotels, and vending machines.
This helps ensure that Lay's is present in many places, from large retailers to small stores, so that
consumers can easily find and buy products. PepsiCo arranges Lay's products to be present in high-
traffic locations, such as shopping malls, bus stops, sports and entertainment centers. Placing Lay's
at these locations helps products reach a large number of potential customers and creates
convenience for consumers. PepsiCo makes strategic decisions to bring Lay's products to the right
locations in the store, such as shelves in direct contact with consumers or next to other products in
the same industry to create interaction and increase visibility. purchasing ability.

Conclude

Compared to the current Lay's, O'star still has its own place in the Vietnamese snack market. In
short, both Orion (O'star cake) and PepsiCo (Lay's cake) focus on getting their products into
traditional distribution channels such as supermarkets and convenience stores. However, because
PepsiCo has a larger scale and distribution network, Lay's can appear more everywhere. Both
companies consider using online marketing channels to expand consumption markets and interact
with customers.

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2.4 Promotion
Define

Promotion is a process that involves conveying the message and value of a product or service to a
target audience through communication and communication channels. The ultimate goal of
promotion is to promote consumption and increase sales. MKT is responsible for designing and
implementing a promotional strategy to bring the product or service to the right target audience and
create a positive influence on consumption and sales. (Isocert, 2021)

Message of Ostar and Lays

Ostar wants to tell customers, young people from 5 to 25 years old with the message that products
made from pure potatoes, increase 30% of products/packages on Channels: Facebook post (1 post
from April) + Orion's website .

Lays wants to tell customers, young people from 5 to 25 years old with the message "It's delicious,
it's more fun, it's fun" to increase products/packages by 20% on channels: Facebook post, Youtube,
Tik tok are also methods. convenience is effectively utilized by Lay's.

Effective communication

O'star's communication effectiveness can be judged to be quite poor. O'star is a company

specializing in media and advertising, but the company does not have the expertise and experience
in this field. The company has not used traditional media channels such as television, newspapers,
and radio, as well as digital media channels such as social networks, Youtube, Instagram, Tiktok to
reach many customers. different audiences and increase their ability to attract their attention. In
addition, O'star is not yet capable of creating creative and engaging media content.

Lay's is a well-known brand in the field of snack and potato chips. Lay's communication effect can
be judged as very successful. Lay's used a variety of communication strategies to build and
maintain its brand image. Lay's advertising campaigns often focus on creating fun and humorous
mental messages. This helps create cohesion and sends customers a positive message about
enjoying Lay's products. The brand has become very popular and has a huge fan base all over the
world. Lay's products have also become a leading choice in the snack industry. Lay's media
effectiveness is considered quite successful thanks to the use of creative and diverse advertising
strategies, creating a Connect with customers and build a positive brand image.

Conclude

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In short, ostar's communication is very poor compared to lays and it is very powerful to help
consumers know more about the product.

2.5 People
Define

People are one of the 7 important elements in the Marketing Mix. target customer groups and
related individuals with whom the business interacts and serves. In marketing, "people" is not only
limited to customers, but also includes company employees and business partners. (Isocert, 2021)

Ostar

There are 4 values that make people OFV

'Innovate' for the better every day through understanding and healing (pain point). Working
together: combining, checking and balancing to achieve a common goal. Execution: ready to
conquer all difficulties, turn big ideas into action. Conscience: make decisions and act on principles
that are right with principles that are right with conscience. (The food business is an 'ethical'
business.) While at OFV you will have the opportunity to learn and grow in a dynamic and creative
working environment. Your salesperson is the representative of your company, performing
customer care consulting work, choosing the right person. Criteria for selecting the right person:
ethical, responsible, creative, responsive to attitude. Distributor training: The items that must be
trained are products, price policies, and promotions.

Lays

Internally: “Becoming a leading company in snack food production

We are constantly seeking and creating healthy financial returns for our investors, creating
opportunities for growth and bringing many economic benefits to our employees, business partners
and the communities in which we live. work. Your sales staff is the representative of your home
company, performing customer care consulting work, supporting retailers with product information
and agent compensation programs. For customers: expand audience files of all ages. However, the
customer group is children, young people are still the top priority. The sweet potato taste, crispy in
the mouth is imbued with an irresistible delicious taste. This is considered a top favorite snack. Not
to mention, extremely convenient to be able to buy and use immediately.

Conclude

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In short, both companies are very good in this part, especially ostar did a great job in customer care,
both achieving business goals.

2.6 Physical evidence

Define

Physical evidence is an important element in the Marketing Mix, referring to all the physical
elements that customers can see, feel or experience when interacting with a product or service. or
your business. This factor plays an important role in building trust and confidence from customers
and creating a positive impression of the brand and customer experience. (Isocert, 2021)

Ostar

Packaging: O'Star's packaging is bright and eye-catching, featuring the product's logo and other
branding elements. The packaging also provides information about the product's ingredients,
nutritional content, and shelf life. The product itself: O'Star is a small, crunchy and flavorful
cracker. The crackers come in a variety of flavors, including seaweed, cheese, and honey butter.
Point-of-sale display: O'Star is often displayed at eye-catching point of sale in retail stores. These
displays help to draw attention to the product and make the customer more likely to choose to buy
the product. Physical evidence can play an important role in influencing a customer's purchasing
decision. When customers can see, touch, and interact with a product, they are more likely to be
confident in their purchasing decisions. This is why it is important to O'Star to ensure that its
physical evidence is of high quality and consistent.

Lays

The rich flavor and crunchy blistering sound when biting make everyone excited. Lays is currently
releasing a number of delicious flavors. Including Classic, Cheddar Cheese, Manhattan Beef Steak,
Brazilian BBQ Ribs, Sour Cream, Onion and Nori Seaweed, Thai Sweet Pepper, Spanish Tomato
Tango, etc. There are even flavors available. limited edition taste. All are manufactured specifically
for the needs of each country. In addition, the packaging is also regularly changed and creates
interesting trends. Lay's has reduced sodium content by 5%-25% in different variations. Even set a
goal by 2025, to reduce it to 75%. In addition, because there is no trans fat, this is also considered a
healthy product if the frequency of use is appropriate. Since then, aiming to conquer a variety of
audiences from children, adults.

Conclude

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Both brands have very specific proofs and the 'Physical evidence' of brands like 'ostar' is very good
almost lays as well so both are very competitive.

2.7 Process
Define

The process in the Marketing Mix is the process that a business uses to bring its product or service
to customers. "Process" refers to the steps, activities, and tasks performed to implement a marketing
strategy or achieve a business goal. A systematic and targeted way of organizing and implementing
marketing activities to create value for customers and meet market needs. Helps ensure compliance
with regulations and legal processes: Marketing processes also help ensure that the organization is
in compliance with marketing-related regulations and legal processes. (mikotech, 2021)

Ostar

Orion Company is a famous Korean confectionery company with products that are always trusted
by consumers. By investing in projects to support farmers, environmentally friendly packaging
printing projects,... Orion is gradually realizing its goal of sustainable development and developing
itself to become a profitable enterprise. responsibility to society. O'star always wants its products to
have high quality and food safety, so everything is strictly censored and certified before being
released to the consumer market. Usually, when processing, potatoes will be deep-fried in oil,
which will cause overweight, obesity, affecting health. But with O'Star, the ingredients are fried and
manufactured under high-tech equipment so that the potato pieces can be safe for health when
released to the public.

Here are some of the challenges Orion faced during the production of O'Star:

Maintain Quality Control: It is important to ensure that the ingredients are of high quality and that
the process is followed precisely to produce a high quality product. Satisfy demand: O'Star is a
popular snack, so meeting demand is important to Orion. This can be a challenge, especially during
high season. Stay on trend: The snack food industry is constantly evolving, so it's important for
Orion to stay on top of trends to stay competitive. Despite these challenges, Orion was able to
produce O'Star with high quality and meet demand. The company has also been able to stay up to
date with trends and O'Star remains a popular snack cracker in Vietnam and other countries around
the world.

Lays

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The enterprise has planned the output, the scale of production, and the requirements necessary to
produce and deliver the product. Lays manufactures their products according to special formulas
and uses manufacturing and quality control processes that ensure that the product is of high quality
and safe. After the product is manufactured, it is packed into the appropriate packaging, preserving
and keeping the product fresh during transportation and storage. The product is transported from the
manufacturing plant to the destination. retail points or warehouses via means of transport such as
trucks, containers, or ships, depending on the size and scope of the supply. Products are marketed
through retail stores or retailers. different sales channels. Lays often uses marketing and advertising
strategies to promote products and attract customers. Lays also provides customer service to answer
questions and resolve issues related to their products.

Conclude

In general, both companies have very good processes, fulfilling the desired needs of customers to
bring them the best quality products. However, because Pepsico is a leading food and beverage
corporation in the world, lays' process will be a bit better than ostar's.

II. Propose Marketing Plan

1.Proposing an objective for the new year according to the SMART model
Define:

The SMART model is an effective goal setting model. Based on that, businesses or individuals can
set up based on 5 criteria: Specific, Measurable, Actionable, Relevant, Time-Bound. SMART goals
help give the right business direction, managers will eliminate goals that are not suitable for the
development of the business. (Tanca, 2022)

Specific:

Increase brand awareness and customer love for O'star.

Measurable:

Increase the number of interactive followers on Facebook from 31k followers to 50k followers.
Improve Fanpage to 4.0. Plans to build more T iktok channels with content to reach 5 thousand
followers by 2024 in addition to needing strong communication channels to attract 10% of
customers.

Actionable:

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The goal of increasing customer awareness of the brand is feasible based on O'star's marketing plan
and strategy.

Relevant:

Goals are directly related to increasing sales and growth of the company.

T-BOUND:

Accomplish goals in 2024.

Segmention

The battle for market share between O'star and competitor Lays is studying the victory of Lays as
O'star shows slowness and hovering over the media channels. O'star's strengths are barely
mentioned. Therefore, O'star's goal in 2024 is to cover the market in order to better reach target
customers. Specifically, in Vietnam, according to ACC sources, there are about 35,000,000 people
aged 10 to 30 years old. Therefore, the MKT team proposed a plan to help O'star approach
10,000,000 potential customers. From there, boost sales.

Communication plan to raise awareness of O'Star brand: Use mass media such as television,
newspapers, radio to promote Orion O'Star. Create articles, photos and videos about Orion O'Star
on social networking sites. Organize promotions and gifts to attract customers. Coordinate with
retailers to display Orion O'Star in beautiful locations.

Measurement index: The number of times Orion O'Star was mentioned in the media. Number of
access website of Orion O'Star. The order number is placed on the Orion O'Star website. The
number of followers of Orion O'Star on social networks.

Monitoring measures: Track the number of times Orion O'Star is mentioned in the media. Track
visits to Orion O'Star's website. Track the number of orders placed on the Orion O'Star website.
Keep track of Orion O'Star followers on social media.

Remedial measures: If the objective is not achieved, the communication plan should be reviewed
and appropriate remedial measures should be put in place. This communication plan builds on the
SMART model, ensuring that goals, metrics are realistic, deadlines, budgets, resources, strategies,
controls and measures. The solution caters to all the tools can, could, can-to-duce-duc, be feasible,
relevant to the goal and has a deadline.

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2. Suggestions to improve Marketing Mix
Segmentation:

O'STAR can analyze its customers based on factors such as age, gender, income, preferences and
interests of customers. From there, focus on customer groups that have similar needs and
personalities and are suitable for O'STAR's snack products.

Positioning:

Find out what differentiates O'STAR products from competitors in the market. Use promotional
messages to enhance the product image based on O'STAR's unique values and imprints.

Differenciation:

Apply new innovations to create more special and unique snack products. Collaborate with each
customer to offer products that are suitable for the needs and preferences of each customer.

2.1. Product
In O'star products, the outer packaging of the main color tone according to the taste of each type of
snack is eye-catching and attractively designed. The packaging is beautifully designed, eye-catching
and recognizable, with bright colors and a prominent O'star logo. The packaging also provides clear
information about the product, including ingredients, directions for use, and an expiration date. This
makes it easy for consumers to make a choice when buying a product. In general, O'star packaging
is a beautifully designed, eye-catching, recognizable and provides clear product information. The
packaging is also made from eco-friendly materials. Since this part has been done well before, there
is no need to make any further changes.

2.2. Price
From the very beginning, O'star has offered reasonable prices and can compete with other
competitors. The price of O'Star products can range from 15,000 VND to 30,000 VND/pack,
depending on the product type and weight. O'Star French fries: 15,000 VND/50g pack, 25,000
VND/100g pack. O'Star product price is considered to be relatively reasonable compared to product
quality. Therefore, there is no need to change or improve much in this part.

2.3. Place
Since O'star has done so well in the past, there is no need to change too much, just strengthen the
sales network, bring its products to all the important and diverse channels from directly on the store,
super access to parks and large shopping centers. Participate and strengthen relationships with
online sales channels such as Shopee, Tiki, Lazada etc. In addition, O'star can also improve the

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distribution of its products by expanding its distribution network and partnering with major retailers
to distribute its products to more consumers.

2.4. Promotation
Change more messages to better reach users and let users know more about the product so that
users can trust it.

Message

“Chill night party, Every party O‘star accepts”

Message: If you want to send a message to customers that you are where you are and whatever you
do, if you want to snack, O'star is an option that you should consider because of its compact design
and beautiful packaging. Using natural ingredients combined with irresistible delicious taste. That's
why O'star can still meet the snacking desires of customers wherever they are used.

Boost advertising campaign O'star can invest in online and offline advertising campaign to increase
product awareness. Use online advertising platforms such as Google Ads, Facebook Ads, Instagram
Ads or advertising channels on YouTube, TikTok, etc. Set aside a portion of your advertising
budget to promote products during events, exhibitions or presentations.

Strengthen promotional campaigns: Create special promotions such as buy 1 get 1 free, discount
when buying in quantity or gift vouchers when buying. Implement customer care activities such as
points program to promote customers to become loyal customers.

Create attractive and unique product images: Use high-quality, good-resolution images to create
beautiful product photos. Make eye-catching backgrounds and decorations to enhance the
personality and uniqueness of the product.

Website optimization: Update product information, prices and sales policies synchronously on
O'star's website. Optimize website features to enhance customer experience, while enhancing direct
link to online sales channels.

2.5. People
Internal: O'star believes that investing in developing internal people is the key to the success of the
business. The company always strives to create the best working environment for employees, so
that they can promote their full potential and contribute to the development of the business. Thanks
to the efforts to invest in developing internal people, O'star has built a team of highly qualified,
responsible and committed employees to the company. This is one of the important factors
contributing to the success of O'star.
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Customers: This brand always strives to bring customers high quality products, reasonable prices
and best customer service. One of the ways that O'Star shows interest in customers is through
attractive incentive programs such as discounts when buying in bulk, gifts when buying products,
free shipping on purchases.

2.6. Physical evidence

In terms of product packaging design, it has brought a professional and attractive feeling to
customers. Using environmentally friendly packaging materials to reflect O'star's value for
environmental protection. On the other hand, it is also ensured that O'star products are displayed in
a convenient location and impress customers. Promote the supply of O'star products through retail
channels, trade centers, supermarkets and convenience stores. It's done very well in this respect, so
no further changes are needed.

2.7. Process
Up to now, the production process has done very well with high quality and food safety, making
users trust when using. O'Star's production process is carried out according to strict standards of
food hygiene and safety, with its reputation O'Star always provides information about the
manufacturer and the manufacturer to meet the needs of consumers. customer use. All materials and
tools are cleaned before use. Cakes are baked in an oven that has a precise time and temperature
control system. Cakes are packaged in sealed packaging to protect from dirt and bacteria. With a
modern and closed production process, O'Star has created high-quality biscuit products that are safe
for consumers' health.

III. Media Plan

For Objectives to increase brand awareness, customer segmentation can be used to segment
customers. It is possible to identify a group of customers who have needs and wants for snacks,
have income, live in urban areas, and are interested in natural ingredients from potatoes.

Segment customers by product usage, customer satisfaction, and price sensitivity. For example,
customers are interested in prices and promotions, satisfied or dissatisfied with the quality of the
product.

Segment customers according to psychology such as preferences, values, lifestyle, ... for example,
customers prefer to use low-fat, delicious products, from natural potatoes, have a modern lifestyle, ..

Using the criteria of market segmentation according to demographics, geography, orion companies
can identify targets to have appropriate marketing strategies. This helps the company to enhance
communication and construction efficiency.

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1.Media planning:
Channel Advantage Frequency Expense
Youtube Wide coverage , good and Appears before entering the main video Each click
professional video quality will attract and in the middle of the video we are 1900-4500
a lot of attention from customers. watching the ad duration is 30s. clicked on m
Tvc Reaching a large number of mass VTV 3 times / day 30 seconds each Because ad
customers in a short time. time. hours, the
Creating credibility advertising on In the time frame: 19h-21h30. normal hou
television is often associated with VTV 3 tim
reputable channels, so it always promotiona
creates trust with customers. million = 7
Tiktok Enhance brand awareness to reach a The length of a video on Tiktok can be Ranging fro
large number of users from 15 to 60 seconds or supported 1000 views
Stimulate user interaction and spread accounts can post videos over 1 minute
with the brand. Thereby, can attract up to 3 minutes.
more potential customers and increase
sales.
Ecommerce Competitive prices: Because there is Frequency depends on the number of The cost i
level: no cost to rent premises and sales products sold and the product reviews does not c
(shopee, staff, the prices of products and from users. This is the customer base of investment.
lazada...). services on e-commerce platforms are the e-commerce platform with a large banner cam
often lower than in traditional ones. number and rich audience. This makes reach of cus
your store accessible to more people.

2.Presentation of quality control options and project schedule:

2.1. Youtube
YouTube media channel is one of the popular channels used in Orion's marketing strategy. Here are
the costs, advantages and disadvantages of YouTube in marketing:

Cost:

Subscribing and creating a YouTube channel is free.

The cost of advertising on YouTube can vary based on the ad objective, audience, and ad format
you choose. Can create display ads or ads before the video the user is watching.
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Advantages:

Wide coverage: YouTube is one of the most popular social media sites in the world with billions of
users and millions of videos uploaded daily. As a result, YouTube has the ability to reach a large
number of users worldwide.

Target the right audience: YouTube offers many tools to define your target audience right,
including age, gender, country, interests and more. This helps to optimize your ad campaigns and
reach the right target users.

Video quality: YouTube supports high-quality videos, allowing you to create engaging and
professional content to capture the interest of your customers.

Cons:

High competition: With a large number of videos being uploaded daily, competitors on YouTube
abound. This requires you to create unique and engaging content to capture the user's attention.

No content control: You don't have complete control over the content surrounding your video.
YouTube may display competing ads or inappropriate content next to your videos, which can affect
your brand image.

2.2 TCV
Cost:

TVC can have the highest cost of communication channels. The value of advertising cost on TVC
depends on the broadcast time (time and day of the week), coverage (target TV channel), ad length
and ad placement in the program. (specific example:...) about 100-500 million VND

Advantages:

Wide coverage: TVC has the ability to reach a large audience at the same time, especially when
broadcasting during peak hours

Brand Enhancement Effect: TVC ads can make a strong impression on audiences through images,
sounds and stories, helping to enhance Orion's brand identity.

Create credibility: With advertising on TVC, the Orion brand can build trust and credibility in the
hearts of customers, because television advertising is often associated with reputable TV channels.
trustworthy and reliable.

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Cons:

High cost: TVC often has a significant cost compared to other media channels, especially paying for
airtime and longer duration.

No clear audience orientation: Although it can reach a wide audience, TVC does not allow targeting
the exact same target audience as other online marketing methods.

Difficult control effect: TVC does not allow a thorough measurement of advertising effectiveness,
because it is impossible to know exactly how many audiences have seen the ad and reacted.

Conclusion
Through this report, we have achieved our goal as marketers comparing the two brands O'star vs
Lay's with the snack business and this comparison is based on 7Ps. Comparison on 7Ps factors
includes: describing and identifying the main segments of the market and thereby identifying
factors affecting customers. The second is to evaluate Lay's competition and assess Lay's position in
the snack market. Through the process of comparison and evaluation, a marketing plan has been
developed that includes new proposals for the marketing plan, thereby achieving O'star's goals.

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