Bài Báo Cáo Cho Case Bún Đậu Mạc Văn Khoa

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MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE
FINAL REPORT
SUBJECT: PRODUCT MANAGEMENT
Lecturer: Mrs. Luu Thanh Thuy
Class: A06E
Group: DABEST
Member:
1. Vo Minh Huy – Team Leader
2. Le Khanh Chau
3. Nguyen Le My Linh
4. Nguyen Ai Van
5. Trinh Ngoc Van An
6. Nguyen Le Nha Uyen
Ho Chi Minh City, October 19th, 2023
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Table of contents
I. Executive summary................................................................................................ 1
1. Introduction ........................................................................................................ 1
2. Vision ................................................................................................................... 2
3. Mission ................................................................................................................. 3
4. Herb’s slogan....................................................................................................... 4
II. Strategic contest ..................................................................................................... 4
1. Bussiness Strategy .............................................................................................. 4
2. Opportunity ........................................................................................................ 5
3. The reason for remaking the brand's name. .................................................. 10
III. The market environment for the product .......................................................... 10
1. Industry and competitive activities ................................................................. 10
2. Market segments and customer targets .......................................................... 22
IV. The marketing mix-strategies and tactics.......................................................... 29
1. Product .............................................................................................................. 29
2. Pricing strategy ................................................................................................. 34
3. Promotional plans and programs to drive demand. ..................................... 37
4. Place or distribution channels to deliver products and services .................. 38
V. Marketing alliances used to gain access to other market areas ....................... 41
VI. International marketing activites ................................................................... 41
VII. Product launches being planned or being carried out. ................................. 41
1. Launching plan ................................................................................................. 41
2. Sale objective ..................................................................................................... 47
VIII. Sales training programs needed. ..................................................................... 47
IX. Additional research programs needed ............................................................ 49
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1. Forecasting ........................................................................................................ 49
2. Additional research programs ......................................................................... 50
X. Any other deliverables to be provided by Marketing to other functions, and

other deliverables added by Marketing from other functions. .............................. 52
XI. Integrated budgets for all programs ............................................................... 53
XII. Measurements and metrics .............................................................................. 56
XIII. Risks ................................................................................................................... 57
XIV. Appendices and supporting material .............................................................. 58
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I. Executive summary
1. Introduction
The logo of Herb brand
Our Herb brand represents a dynamic and innovative addition to the cosmetics
industry, leading the charge in a natural revolution that's reshaping the landscape of
skincare and personal care. Herb stands as a testament to our unwavering dedication to
purity and authenticity. Our core commitment is to provide you with a comprehensive
range of products, with a special focus on our nourishing shampoos and revitalizing
shower gels, all meticulously crafted from 100% natural ingredients. What truly sets
Herb apart is our steadfast resolve to preserve the integrity of our products by keeping
them entirely free from harmful chemicals.
Herb's page on Facebook
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In a world where synthetic additives and artificial compounds often reign

supreme in the cosmetics market, Herb emerges as a beacon of genuine, unadulterated
nature. We firmly believe in nurturing an authentic connection with the environment,
and this is evident in every product we offer. When you choose Herb, you're not just
making a personal care selection; you're embracing a comprehensive lifestyle that
prioritizes health, sustainability, and conscious choices.
Our range of natural shampoos and shower gels encapsulates the harmony we seek
to establish between effective personal care and unwavering environmental
responsibility. Herb isn't merely a brand; it's a holistic approach to self-care that extends
well beyond the realm of personal well-being to encompass the broader welfare of our
planet. By selecting Herb, you're not just making a choice for a healthier, more natural
skincare regimen; you're contributing to a world where the essence of nature and
authenticity takes center stage in your daily self-care routine.
2. Vision
Herb's vision is a compelling journey to establish itself as Vietnam's premier
natural cosmetics brand, with a resolute commitment to satisfying customers by offering
a diverse range of products that exemplify quality, safety, and sustainability. Our core
mission is to go beyond mere cosmetics; we strive to offer an all-encompassing
experience that encompasses the very essence of nature's purity.
At the heart of Herb's commitment is an unwavering dedication to the well-being

of our customers. We understand that quality and safety are non-negotiable aspects of
any cosmetic product, and it's a commitment we take very seriously. Herb's promise is
not just about offering products; it's about delivering peace of mind. We believe that
when customers choose Herb, they are choosing products that enhance their lives, care
for their bodies, and safeguard their health.
Moreover, Herb recognizes that the world is evolving, and customer demands
are ever-increasing. We are acutely aware of the need to stay at the forefront of research
and development, constantly pushing boundaries to create new and exciting products.
Our innovation is guided by our responsibility to meet and exceed customer
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expectations. This commitment to research and development ensures that we remain

agile and responsive to the evolving needs of our customers, as we continue to introduce
groundbreaking products that align with the highest standards of quality and
environmental sustainability.
In essence, Herb's vision encompasses more than just cosmetic products; it

embodies an enduring dedication to the well-being of our customers, an unwavering
commitment to quality and safety, and a tireless pursuit of innovation. We aim to not
only meet but exceed customer expectations by remaining on the cutting edge of
research and development, ensuring that Herb will always stand as a reliable, forward-
thinking choice for those who seek high-quality, safe, and sustainable cosmetics.
3. Mission
At Herb, our mission goes far beyond merely producing personal care products.
We are on a journey to create a transformative impact on the world of skincare and well-
being. Our core belief is that everyone, without exception, deserves to experience the
gentle embrace of the very best personal care items meticulously crafted from the finest
natural ingredients.
Our commitment extends to the meticulous adherence to the most stringent

standards of quality and environmental sustainability throughout our production
processes. We are not content with just meeting industry norms; we set new
benchmarks, ensuring that our products embody the pinnacle of excellence and serve as
a testament to our profound commitment to environmental protection.
But Herb's mission is not confined to a commercial agenda. It is a holistic

endeavor that aspires to educate and inspire individuals to embrace a lifestyle that is not
only green but also imbued with a sense of peace and harmony. Our aim is to be a
guiding light, helping people make mindful choices and adopt practices that promote a
sustainable and serene existence.
In essence, Herb's mission is a multi-faceted commitment. It involves creating

products that are not just natural and safe but also exceptionally effective. It entails
upholding the most stringent standards of quality and environmental responsibility. And
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it goes beyond cosmetics, seeking to educate and motivate individuals to live in a

manner that nurtures both our planet and the soul.
4. Herb’s slogan
Herb-Nâng tầm lối sống “Lành”
Our Herb’s slogan encapsulates the very essence of Herb's profound mission.
The choice of the name "Herb" for our brand is a symbolic representation of our
unwavering dedication to providing high-quality, all-natural products. The term
"Elevating" signifies our relentless commitment to ongoing refinement in every facet
of our offerings, from the meticulous selection of ingredients to the enhancement of our
production processes and the optimization of the overall customer experience. "Green
Lifestyle" is a resounding call to our community, encouraging all individuals to embrace
a lifestyle that champions not only personal well-being but also a deep sense of
environmental responsibility. It is a lifestyle that ensures both the individual's health
and the well-being of our cherished planet. In summary, this slogan epitomizes our
overarching aspiration: to transcend the mere provision of exceptional products and to
inspire a life rich in meaning, elevating each facet of human existence and the ecological
health of our world.
II. Strategic contest

1. Business Strategy
Our strategic vision is more than a roadmap for our business; it's a commitment to
transforming the way we interact with the world and the way our customers experience
our products. At the heart of this vision is Herb's deep-rooted desire to provide
customers with something more than mere consumer goods. It's a mission to offer an
elevated and ethical lifestyle that transcends the ordinary.
Imagine a world where every product you encounter is a testament to the purity of
nature. Herb envisions a future where customers can have complete confidence that
every item, they purchase is crafted from ingredients that are 100% natural and free
from harmful chemicals. In a marketplace where synthetic additives and artificial
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substances often dominate, Herb's unwavering commitment to all-natural ingredients

becomes a beacon of authenticity and trustworthiness.
When you choose a product from Herb, you're not just making a purchase; you're
entering a partnership with a brand that shares your values. Each item is a testament to
Herb's dedication to providing consumers with wholesome and beneficial choices. Our
customers aren't merely consumers; they're individuals on a journey towards a lifestyle
that embodies health, sustainability, and ethical choices.
Our strategy goes far beyond the realm of business. It's a catalyst for change, aiming
to educate and inspire people to embrace a greener, healthier way of life. We recognize
the vital importance of environmental sustainability and personal wellness. Through our
products, we aim to instill in our customers a sense of responsibility towards the
environment and their own health. Every purchase, therefore, becomes a conscious
decision, an affirmation of one's commitment to a sustainable and health-conscious
lifestyle.
What Herb offers isn't just a product; it's an opportunity to join a movement, to be
part of a community that values purity, authenticity, and the welfare of our planet. Our
strategic blueprint is a comprehensive vision that extends beyond profit margins. It
encompasses a profound commitment to fostering a world where customers can rely on
products that are both beneficial and responsible.
We envision a community of consumers who not only appreciate the quality of our
offerings but also embrace the values and lifestyle we promote. It's a lifestyle that
resonates with the harmony of nature and contributes to a healthier, more sustainable
future. In essence, Herb's strategy is more than just a business plan; it's a transformative
force. It challenges the way people think about their choices and the impact they have
on the world, and it empowers them to make conscious decisions for themselves and
future generations.
2. Opportunity
After Herb meticulously outlined and elucidated his comprehensive strategic vision,
a momentous and highly promising opportunity unveiled itself, presenting us with the
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extraordinary potential to catapult our overarching strategy to new heights. This

newfound opportunity, stemming from the clarity and depth of Herb's strategic
perspective, has ignited a sense of excitement and renewed determination within our
organization, fostering the belief that we are on the cusp of achieving remarkable
progress and realizing the full scope of our strategic goals.
NAME OF OPPORTUNITY: CREATE ADDED VALUE FOR PRODUCTS
PROJECT:
Minor Enhancement
THE SITUATION:
The opportunity to "Create added value for the product" is a great opportunity to
enhance the appeal of the product to customers. This can be done through adding new
features, improving design or quality, providing outstanding customer service, or any
other activity that makes the product more attractive or useful to customers.
The creation of added value can lead to increased customer satisfaction, loyalty, and
ultimately sales. This can start by doing market research to better understand
customer needs and expectations and then using this information to improve the
product.
THE SOLUTION:
The opportunity to "CREATE ADDED VALUE FOR PRODUCTS" solves problems
for customers by helping them improve the experience and value of the product.
Added value can be created through factors such as:
• Improving product quality: This may include adding new features, improving
performance or durability, or using higher-end materials.
• Increased convenience: This may include improving the design, making the
product easier to use, or providing better customer support services.
• Increase perceived value: This can include building a strong brand, creating a
sense of exclusivity, or providing a personalized customer experience.
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WIN CARD:
Investing in the opportunity to "Create added value for products" can help our brand
gain a competitive advantage in the market in several ways:
• Improve product quality: When we create added value for products, we are
improving the quality of products. This can help us attract new customers and
retain existing ones.
• Differentiation: When we create added value for the product, we are creating
a differentiating factor for the product from competitors. This can help us stand
out more in the eyes of our customers.
• Increase sales: When customers perceive the added value of a product, they
are more likely to buy the product. This can lead to an increase in sales.
• Build customer loyalty: When we consistently provide added value to our
customers, they will feel satisfied and loyal to our brand.
• Cost optimization: Creating added value for products can help us optimize
costs by effectively leveraging existing resources.
As such, this investment not only helps us improve our products, but also helps us
build a strong and sustainable brand.
THE NUMBERS:
• Resources: Our team consists of 6 people
• Regarding the investment, the group is expected to spend on Tube (shampoo
+ shower gel extraction), Printing (packaging for colored products + attached
paper of each product), Printing banners for booths, Processing to extract
products from 500ml to 30ml and 50ml, Paper bags (for takeaway products)
and Carton.
• For a period of 1 month from September 15, 2023 – October 13, 2023
• I think we can make about 2 milions VND (4 event days: 10/10/2023-
13/10/2023)
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THE DECISION:
We really want to present to management and ask for resources.
OPPORTUNITY SUMMARY: Our opportunity is to "Create added value for

products", specifically our opportunity to improve shampoos and shower gels with all-
natural ingredients, to help customers have a better and more satisfied experience and
avoid boredom when buying our products. Because if we do not create added value for
our products, we will easily lose our customers, and lose out to our competitors.
CUSTOMER CARD:
• A User: These can be students, faculty, and school employees. They will use
the product directly and can evaluate the scent, feeling after use, and the
effectiveness of the product ... For example, a student wants to look for a
shampoo that has a natural scent, does not irritate the scalp and fits into his
healthy lifestyle.
• A Decision Maker: In this case, the decision maker can be the user himself or
the student's parents. Based on the opinions of themselves and their
influencers, they will decide whether to buy the product or not. For example,
an instructor may decide to purchase this product after reviewing reviews from
trusted sources.
• An Influencer: This could be a well-known beauty blogger in school or a
dermatologist who has reviewed or recommended products. Their opinions
can influence users' purchasing decisions. For example, a well-known beauty
blogger in school shared his experience of using this product and
recommended it to the community.
Our customers will benefit from using this product/feature/set of features

because it helps them:
Because made entirely from 100% natural ingredients, our products will be extremely
healthy when customers buy and use. In addition, because healthy living is not just a
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trend, but a way to create a balance between mind, body and soul, we celebrate the
use of natural and organic ingredients in our products, not only to benefit hair and
skin, but also to protect and honor the beauty of nature, protect the environment.
This product/feature/set of features is unique because:

We are committed and proud that our products are formulated from natural and
organic ingredients. In addition, we always strive to minimize the impact on the
environment by using environmentally friendly packaging. Our mission is to create
the best natural hair and skin care products for you, while contributing to maintaining
environmental balance and creating a better world.
The product/feature/set of features compares favorably to other competitors'

products (or customers will choose our product over competitors' products)
because:
Our products have many advantages over competitors' products, including:
• All-natural and organic ingredients: This not only makes the product safe and
healthy for users but also demonstrates Herb's commitment to environmental
protection.
• Flavor diversity: With the addition of many new scents, Herb meets the diverse
needs of customers.
• Eco-friendly packaging: The use of 100% paper stickers and paper product
bags minimizes the impact on the environment.
• Useful information attached: The paper includes information on hair care and
the use of the product's scent will help customers better understand the product
and how to use it effectively.
• Many attractive offers: discounts, gifts with products, or points programs for
loyal customers.
• When buying products, customers (mainly students) will receive a link code
for free learning materials with a lot of useful learning materials.
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These advantages help our products stand out and attract customers more than
competitors' products.
3. The reason for remaking the brand's name.

We decided to rebrand from the original supplier's name for several important
reasons. In the era of intense competition and a rapidly evolving business environment,
a rebrand can yield substantial benefits.
The primary reason behind this decision is to establish a unique and distinctive
reputation. The name "Herb" carries a message of natural, healthy, and dedicated care
for both health and the environment. It ingrains in customers' minds an impression of
safety and dedication to high-quality products and services. This not only helps create
a robust brand but also fosters trust from customers.
Another reason is to ensure differentiation and uniqueness in a highly competitive

market. The original supplier's brand name might easily get lost or confused among
other brands. By choosing the name "Herb," we set ourselves apart and made it easy for
customers to recognize and remember us.
Additionally, using the name "Herb" is closely tied to the message and values we
wish to convey to our customers. It signifies a deep respect for nature and a commitment
to chemical-free, high-quality products. It equates to excellence and reliability, which
we proudly offer to our customers.
Although the decision to rebrand is not an easy one, we believe it has brought and
continues to bring substantial benefits, from building a strong brand to establishing trust
and easy recognition from our customers. This demonstrates that in a rapidly changing
business world, being open to change can lead to significant opportunities and
advantages.
III. The market environment for the product

1. Industry and competitive activities
1.1. Pestel
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1.1.1. Politic
Vietnam, officially known as the Socialist Republic of Vietnam, operates under

a one-party socialist republic framework where the General Secretary of the Communist
Party of Vietnam is the Party leader and the head of the Politburo, holding the highest
position in the one-party system.
Political Structure The political structure of Vietnam is characterized by a single

party, the Communist Party of Vietnam (CPV), which plays a dominant role in defining
the country's political landscape. The CPV's influence extends to all aspects of political,
social, and economic life. The People’s Army of Vietnam also has significant influence
in the political system.
The country's political stability is maintained through the CPV's dominance, but
its performance on rights and other measures of governance remains poor. Freedom of
expression, opinion, and speech are guaranteed in the constitution but are not properly
implemented in practice. Civil society activists are often and perhaps increasingly
harassed and strictly monitored by the public security force.
Political Leadership in January 2021, the CPV held its 13th congress and elected
a new 200-member Central Committee and an 18-member Politburo. The twice re-
elected CPV secretary-general, Nguyen Phu Trong, has increased his power and
influence, enabling him to put his stamp on the party. Despite his health and age, Trong
continues to consolidate his power and is expected to remain in power until 2026.
Anti-Corruption Campaign Since 2013, and especially from 2016 to the present,
the anti-corruption campaign led by Trong, which has also at times displayed elements
of a political purge, has achieved remarkable results. Under his leadership, the CPV has
intensified party discipline through a resolution aimed at rectifying the ethics and
lifestyle of its party members.
International Relations Vietnam has established strategic partnerships with

Japan, China, India, Russia, and other countries. The United States and Vietnam agreed
on a “comprehensive strategic partner” in 2023 that is strategic in all but name,
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including cooperation on economic, security, educational, cultural, and war legacy

issues.
Political Challenges Vietnam faces several political challenges, including

maritime security challenges in the East (South China) Sea and disputes over
management of the Mekong River. The adoption of the Law on Cybersecurity in 2020
is considered a further step back in freedom of speech and freedom of information.
In conclusion, while Vietnam's political structure provides stability, the

dominance of a single party and restrictions on freedom of speech pose challenges. The
country's political landscape is shaped by the CPV's leadership, its anti-corruption
campaign, and its international relations. However, ongoing political challenges need
to be addressed to ensure the country's continued political stability and growth.
1.1.2. Legal
Vietnam, officially known as the Socialist Republic of Vietnam, operates under

a socialist-oriented market economy, which has been integrating into the global
economy. The government encourages foreign investment and has established
economic zones offering incentives for investors. However, it's important to note that
all businesses must comply with local and national laws, including those related to
product safety and quality.
Legal Framework The main chemical law in Vietnam is the Chemical Law
issued in November 2007. It comprehensively controls chemicals in the country and is
supported by various decrees and ministerial circulars. The Law on Chemicals covers
the entire life cycle of chemicals such as handling of chemicals, formulation of a
chemical industry master plan, production and trade of chemicals, transportation, and
storage of hazardous chemicals, import and export of chemicals, disposal of chemicals,
classification and labeling of chemicals, packaging of chemicals, response to incidents,
registration of new chemicals, environmental protection, and state’s responsibilities.
Regulations for Natural and Chemical-Free Products For natural and chemical-
free products, you need to ensure that they do not contain any substances that are
restricted or banned. The Law on Chemicals classifies hazardous chemicals by their
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physical properties, according to the GHS classification principals. The Law defines the
term “new chemical” as” a chemical not yet listed in the national chemical inventory or
foreign chemical inventories recognized by Vietnamese competent state agencies.
Regulations for Selling Products Traders that wish to import or export goods
subject to import or export permits must obtain permits of related ministries or sectors.
Imports and exports must comply with relevant regulations on quarantine, food safety,
and quality standards and regulations, and must be inspected by competent and
appropriate agencies before customs clearance.
Legal Market in Vietnam Vietnam's legal market is fast developing. Many

international investors have taken the opportunity to reassess the global market, trying
to capture opportunities as quickly as possible after coming out on the other side of the
pandemic. Many foreign investors continue to show strong interest in the Southeast
Asian region, and particularly Vietnam in recent years. Vietnam's economy is indeed
on the rise, it has expanded by 5.03% in Q1 of 2022 in comparison to the same of year
of 2021, according to General Statistics Office of Vietnam.
Legal Requirements for Selling Shampoo, Shower Gel, and Pineapple Rice
Paper Each product is different and not all products require all the steps, so make sure
you research your niche to find what is suited to your creations. A Cosmetic Product
Safety Report (CPSR) is required for any cosmetic product that comes into contact with
the skin. You need to establish a Good Manufacturing Practice (GMP) to ensure your
products are always safe and manufactured in a professional and hygienic manner. Keep
a Product Information File (PIF). This is a record of your product and latest batch
produced, should it be requested by the authorities or the public. Give every product
batch you produce a unique batch code. This means keeping full records in a
manufacturing log of everything you make and the ingredients used. Label your
products correctly. This is imperative, as customers need to know exactly what's in a
product. Notify the Cosmetic Products Notification Portal (CPNP). This is a database
for the purposes of market surveillance, analysis, evaluation and consumer information.
Get the right insurance. Public liability is usually required.
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1.1.3. Economy
Vietnam, located in Southeast Asia, is known for its bustling cities, rich cultural
heritage, and thriving economy. The country has been experiencing significant
economic growth over the past few years, thanks to its robust manufacturing sector,
resilient labor force, and favorable trade balance. This report provides an in-depth
analysis of Vietnam's economy in 2022 and projections for 2023, focusing on key
economic indicators such as GDP growth, trade balance, labor force, unemployment
rate, and inflation rate.
GDP Growth
In 2022, Vietnam's economy experienced a strong rebound, with GDP growth

reaching 8.0 percent, exceeding its average rates of 7.1 percent from 2016 to 2019. This
growth was partly due to a low base effect, driven by a rebound in domestic private
consumption following COVID-19 and solid performance in export-oriented
manufacturing.
Looking ahead to 2023, Vietnam's economic growth is projected to ease to 6.3

percent. This slowdown is expected due to the moderation of domestic demand and
exports. However, the Asian Development Bank (ADB) forecasts a slightly lower GDP
growth rate of 5.8 percent.
Trade Balance
In 2022, Vietnam recorded a trade surplus of around 12.09 billion U.S. dollars,
with total export and import value standing at about 732 billion USD. Exports increased
10.5% to about 371.5 billion USD, surpassing the target of 8% set by the National
Assembly and the Government.
For 2023, the trade balance data is not yet fully available. However, in the first
quarter of 2023, Vietnam registered a trade surplus of 3.6 billion USD. The trade
balance for the rest of the year will depend on various factors, including global
economic conditions, domestic production, and international trade policies.
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Labor Force
Vietnam's labor force is one of its most significant assets, contributing to its
economic development. In 2022, the labor force aged 15 and above was estimated at
51.6 million people, an increase of more than 0.4 million people compared to Q1/2022,
and an increase by nearly 0.6 million people over the same period las t year.
In the first quarter of 2023, the labor force aged 15 and above was estimated at
52.2 million people, showing a steady increase. The labor force in the second quarter of
2023 was estimated at 52.3 million people, an increase of 107.1 thousand people
compared to the previous quarter and an increase of 698.2 thousand people over the
same period last year.
Unemployment Rate
In 2022, Vietnam's unemployment rate was 1.92%, a 0.46% decline from 2021.
This low unemployment rate reflects the resilience of Vietnam's labor market and its
ability to create jobs for its growing population.
In 2023, the unemployment rate in Vietnam increased to 2.30 percent in the

second quarter from 2.25 percent in the first quarter. Despite this slight increase,
Vietnam's unemployment rate remains relatively low compared to other countries,
indicating a healthy labor market.
Inflation Rate
In 2022, Vietnam's inflation rate was projected to average 3.8 percent over the
year. This rate is within the acceptable range for most economies and indicates a
relatively stable price level in the country.
For 2023, the inflation rate is projected to remain stable. The World Bank
forecasts an inflation rate of 3.8 percent, while the ADB predicts a slightly higher rate
of 4.5 percent.
Overall, Vietnam's economy demonstrated resilience and robust growth in 2022,

driven by strong domestic consumption, export-oriented manufacturing, and a healthy
labor market. While the GDP growth rate is expected to moderate in 2023, the outlook
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remains positive. The country's trade balance is likely to remain favorable, and the labor
market is expected to continue to grow. However, potential challenges such as global
economic uncertainties and domestic inflation need to be monitored closely. These
factors underline the importance of prudent economic management and policy
responses to ensure continued economic growth and stability.
1.1.4. Technology
In 2022, the production volume of shampoo and shower gel in Vietnam

amounted to about 65.1 thousand metric tons. The manufacturing process involves
making powder, rolling, and drying. However, specific details about the manufacturing
technology used in 2023 are not readily available.
The production of shower gel involves similar processes to shampoo. In 2023,

the revenue in the Shower & Bath market in Vietnam was projected to be US$174.90m.
However, specific details about the manufacturing technology used in 2023 are not
readily available.
Rice paper production in Vietnam involves making powder, rolling, and drying.
In 2023, Vietnamese farmers started using high-tech sensors and water pumps to help
reduce the amount of water needed to grow rice. This technology could potentially be
applied to the production of pineapple rice paper.
Information Systems for Product Management
In 2023, Product Information Management (PIM) systems were increasingly

being used by businesses in Vietnam. PIM systems centralize and manage a business's
product information to ensure a single, accurate view of product data. These tools
facilitate the maintenance of consistent and quality product data and information, which
is crucial for managing multiple products like shampoo, shower gel, and pineapple rice
paper.
In conclusion, while specific manufacturing technologies for these products in

2023 are not readily available, it's clear that businesses in Vietnam are increasingly
adopting advanced technologies and systems for products.
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1.1.5. Social
Vietnam is a country rich in culture and tradition. The Vietnamese people have
a deep respect for their ancestors and often practice ancestor worship. Many homes in
Vietnam have an altar where they make offerings and pray. Martial arts are also
extremely popular, wi th various forms being taught and practiced throughout the
country.
In terms of religion, Vietnamese beliefs center around three systems: Buddhism,

Taoism, and Confucianism. However, many citizens believe in folk tales and primarily
worship for guidance. Spirits are also of great importance to the Vietnamese people.
The life expectancy in Vietnam in 2022 was 75.67 years. This is expected to
increase slightly in 2023.
In terms of occupation, the largest sector in Vietnam is agriculture, forestry, and

fishing, employing almost 14 million people in 2022. The manufacturing industry is the
second largest, employing approximately 11.8 million people.
The average monthly income per capita in Vietnam in 2022 was approximately
4.7 million Vietnamese Dong. This is expected to increase slightly in 2023.
In 2022, the gender distribution in Vietnam was almost equal, with 49.86 million
females and 49.6 million males.
Vietnamese consumers have shown a growing interest in natural and organic

products. This trend is driven by a variety of factors, including increasing health
consciousness, environmental concerns, and a desire for high-quality products.
In the context of personal care products like shampoo and shower gel, consumers
are increasingly seeking out products that are free from synthetic chemicals. This is part
of a broader trend towards "clean" beauty products, which are perceived to be safer and
more environmentally friendly.
As for food products like pineapple rice paper, Vietnamese consumers have
shown a preference for fresh, locally sourced ingredients. This is reflected in the
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popularity of wet markets, where consumers can purchase fresh produce directly from
farmers.
In terms of consumer behavior, Vietnamese consumers are generally confident

about the country's ability to recover from the pandemic. This confidence is reflected in
their spending habits, with a significant portion of household income being spent on
food and beverage consumption. The most significant change in consumer behavior in
recent years has been the shift towards digitalization. This has been driven by the
COVID-19 pandemic, which has accelerated the adoption of digital tools for shopping
and other aspects of daily life.
Consumer behavior in Vietnam is also rapidly changing. The rise of digital wallets and
non-cash payments, as well as the expansion of wholesale business-to-business (B2B)
e-commerce, are two emerging trends that retailers should keep an eye on. The internet
economy, valued at US$21 billion, is shifting consumer priorities. Vietnam’s digital
society and media are bringing the worldview of the digital generation (aged 16-29)
across urban and rural society even closer.
In conclusion, understanding these aspects of Vietnamese culture, religion, life

expectancy, occupation, income, gender, habits of using natural, non-chemical
ingredients, and consumer behavior can provide valuable insights for your business as
you prepare to sell your products in the Ho Chi Minh City market. It's important to
consider these factors when developing your marketing and sales strategies to ensure
they align with the values and needs of your target audience.
1.1.6. Environment
Geographic Location
Vietnam is in the southeast of the Indochinese Peninsula, covering an area of

more than 330,000 square kilometers. The country has the shape of an "S" and lies
entirely in the tropical region, between latitudes 8°02' - 23°23'N, and longitudes 102º
08' - 109º 28'E. It is situated in both the eastern and northern hemispheres. The nation
is situated on the eastern part of the Indochinese Peninsula with a coastline along the
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South China Sea. It borders China in the north, it has a long border with Laos, and it
borders Cambodia in the southwest.
Climate
Vietnam experiences a monsoon-influenced climate typical of mainland

Southeast Asia. The diverse topography and long latitude span lead to climatic
conditions varying significantly between regions. The northern region experiences a
monsoonal and warm temperate climate with four distinct seasons, while in more
southern areas, the climate is tropical monsoon with only two seasons (rainy and dry).
Weather
In 2022, the weather in Vietnam varied greatly depending on the region and time
of year. In Northern Vietnam, the weather from December to March was cool to cold,
misty, and cloudy. From April to June, it was warm to hot with clear skies and sunny.
From June to August, it was stormy, hot, and humid. From September to November, it
was a mix of sun and clouds, warm to cool.
As for 2023, the weather is expected to follow a similar pattern. However, it's important
to note that Vietnam's weather can be unpredictable, and actual conditions may vary.
Environmental Protection
In 2022, Vietnam approved a long-term strategy on environmental protection,

considering environmental degradation and climate change. The strategy proposed that
Vietnam shift its development paradigm by incorporating two critical pathways – a
resilient pathway and a decarbonizing pathway – that will help the country balance its
development goals with increasing climate risks.
In 2023, Vietnam continued its efforts in environmental protection. However,

there were concerns about the enforcement of environmental laws and the treatment of
environmental activists. Despite these challenges, Vietnam remained committed to
achieving its environmental goals and fulfilling its international commitments on
climate change.
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In conclusion, understanding the environmental context of Vietnam is crucial for

businesses planning to introduce new products to the market. This knowledge can help
in making informed decisions about product formulation, packaging, marketing, and
distribution strategies. It's also important to stay updated on the latest environmental
policies and trends in Vietnam to ensure business practices are sustainable and
compliant with local regulations.
1.2. Five Forces

1.2.1. Competitive Rivalry
Currently, Herb is facing competition from products in the same industry -

"healthy foods". We can mention a number of competitors that are creating strong
competitive pressure for Herb, including: HEALTH - healthy living, Happy sweets -
Happy life, "Lanh", Cereals, Dieu Lanh, Heart-Healthy Homestead. In the future, the
"healthy food" market will continue to expand and develop, leading to increased
competition. That's why Herb will face fierce competition in his business. Although
there are differences in certain products, most of the above foods are aimed at being
good for customers' health, without preservatives or additives.
1.2.2. Threat of substitutes
Substitute products are products that can replace other products that have
similarities in value, uses, and practical benefits. Most of the time, alternative products
are often diverse and of good quality. Examples of products: biscotti, nougat, vegetarian
food, dry yogurt, cashews, oats, etc. One of them is the Cerealsé brand - one of Herb's
big competitors. Because today's young people prefer foods like granola and yogurt,
because those are products, they are familiar with.
Besides, Herb also has to deal with vegetarian food brands such as 3-day vegan
meal plan. To solve these problems, Herb has provided a number of other products such
as shampoo and shower gel derived from pure natural ingredients to serve the
increasingly diverse needs of customers.
1.2.3. Bargaining power of buyers
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Besides Herb, consumers today have many other choices such as healthy living,
Breakfast Nourish, Cereals, etc. This makes it difficult for Herb to increase the price of
its products, because Herb's products is a new product - pineapple rice paper is not well
known to consumers and has not yet gained their trust in the product, so if the price
increases, customers will switch to using products they are familiar with, or be pressured
by them. Therefore, the bargaining power of customers in Herb's 5 competitive forces
model is very high.
1.2.4. Bargaining power of suppliers
Herb's products include pineapple rice paper, shampoo, and shower gel derived
from pure natural ingredients. For the product "Pineapple rice paper", because this is a
new product, there is only 1 supplier currently, this leads to pressure and difficulties for
Herb without any bargaining power. trademark.
For shampoo and shower gel products derived from pure natural ingredients,
because this is a product with many suppliers, it will limit the bargaining power of
suppliers, which brings Advantage for Herb by reducing the influence of each supplier.
1.2.5. Threat of new entrants
Potential competitors to Herb such as vegetarian food brands, this is one of the
foods that people increasingly love and support, such as brands like Traditional and
nutritious, 4-day vegan meal plan. These brands will pose a significant "threat" to Herb.
Therefore, the threat from potential competitors to Herb is quite high.
1.3. SWOT
STRENGTHS WEAKNESSES
• 100% product made from natur • The team's staff does not have mu
ingredients, without additives an experience in product management a
chemicals. product communication.
• "Pineapple rice paper" is a unique prod • The brand is new and has not yet made
and has not appeared much on the mar impression in the hearts of customers.
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• The product's main purpose is to prot • The price of natural products is quite hi
health and aim to protect the environme compared to the general level.
OPPORTUNITIES THREATS
• The number of potential customers is hi • There are many substitute products
due to the need to consume natural, ben the product "Pineapple rice paper" su
products for health. as Granola, Nougat candy, ...
• With increasing levels of educatio • The skin care market is highl
Vietnamese youth understand more a b competitive, and the Herb brand fac
the positive effects of herbs in th competition from both established a
ingredient list of Rose Bodhi Shampo emerging brands.
Jasmine shower gel and Pineapple r • Fierce competition in terms of produ
paper. sources, prices, promotions...
• The domestic cosmetics market share
gradually asserting its position against t
international cosmetics market share.
• The government's policy of encouragi
"Vietnamese people to use Vietname
goods" has been promoted in recent ye
2. Market segments and customer targets

2.1. Market segments
Herb brand is a brand specializing in selling organic products, 100% natural ingredients
and no harmful chemicals. Here, we will segment the market (UEF university – where
we will sell products) for our brand as follows:
Segmentation 1
Demographic:
These students can be found across various age groups, ranging from teenagers
to young adults, both female and male. Many students have an autonomous source of
income, which sets them apart from other demographic groups. This income can come
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from part-time jobs, freelance work, or financial support from parents or scholarships.
Having their own income allows students to make independent purchasing decisions
and prioritize products and services that align with their values and pr eferences.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile devices.

Whether for academic purposes, socializing, or entertainment, students spend a
significant amount of time engaged with their smartphones, tablets, or laptops. This
behavior presents businesses with opportunities to reach and engage with students
through various digital channels. Furthermore, students are increasingly willing to pay
for products that are valuable, healthy, and environmentally protective. They prioritize
items that offer tangible benefits to their well-being and the environment. This
consumer behavior reflects the growing awareness and concern among students
regarding their personal health and the ecological impact of their choices.
Lifestyle:
These students often live with their families while pursuing their education. This
living arrangement may influence their lifestyle choices and product preferences. For
instance, students who live with their families may have limited control over the
household's shopping decisions. However, they can still influence their family's choices
by advocating for organic products with 100% natural ingredients and no harmful
chemicals. This preference aligns with thei r desire for products that promote good
health and well-being. Additionally, students enjoy playing sports as part of their
lifestyle. Engaging in sports provides them with physical activity, stress relief, and
opportunities for social interaction. This aspect of their lifestyle may influence their
preferences for sports-related product s, such as athletic apparel, equipment, or
accessories.
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Segmentation 2
Demographic:
These students are a diverse group that includes both females and males. They
come from various backgrounds and have different interests and goals. One common
characteristic among students is that they often rely on a family-based source of income
to support their needs and expenses. This could be financial support from their parents
or guardians, or income generated through a family business or other means.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile

devices. Whether for academic purposes, socializing, or entertainment, students spend
a significant amount of time engaged with their smartphones, tablets, or laptops. This
through various digital channels. Furthermore, students are increasingly willing to pay
for products that are valuable, healthy, and environmentally protective. They prioritize
items that offer tangible benefits to their well-being and the environment. This
consumer behavior reflects the growing awareness and concern among students
regarding their personal health and the ecological impact of their choices.
Lifestyle:
These students often live with their families while pursuing their education. This
living arrangement may influence their lifestyle choices and product preferences. For
instance, students who live with their families may have limited control over the
household's shopping decisions. However, they can still influence their family's choices
by advocating for organic products with 100% natural ingredients and no harmful
chemicals. This preference aligns with thei r desire for products that promote good
health and well-being. Additionally, students enjoy playing sports as part of their
lifestyle. Engaging in sports provides them with physical activity, stress relief, and
opportunities for social interaction. This aspect of their lifestyle may influence their
preferences for sports-related products, such as athletic apparel, equipment, or
accessories.
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Segmentation 3
Demographic:
These students can be found across various age groups, ranging from teenagers
to young adults, both female and male. Many students have an autonomous source of
income, which sets them apart from other demographic groups. This income can come
from part-time jobs, freelance work, or financial support from parents or scholarships.
Having their own income allows students to make independent purchasing decisions
and prioritize products and services that align with their values and pr eferences.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile

devices. Whether for academic purposes, socializing, or entertainment, students spend
a significant amount of time engaged with their smartphones, tablets, or laptops. This
through various digital channels. However, it is worth noting that students are also
discerning consumers. They hesitate and think carefully before paying for any products,
especially those that are considered valuable. This cautious approach stems from their
desire to make wise financial decisions and prioritize their limited resources.
Lifestyle:
These students typically live away from their families, often in dormitories or
shared apartments. This newfound independence allows them to explore their own
preferences and make choices that align with their values. One lifestyle choice that
many students make is opting for organic products. They prioritize using products with
100% natural ingredients and no harmful chemicals. This preference stems from their
concern for their health and the environment. By choosing organic products, students
aim to support sustainable practices and promote their overall well-being. Additionally,
students enjoy playing sports as part of their lifestyle. Engaging in sports provides them
with physical activity, stress relief, and opportunities for social interaction. This aspect
of their lifestyle may influence their preferences for sports-related products, such as
athletic apparel, equipment, or accessories.
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Segmentation 4
Demographic:
These lecturers are professionals who hold academic positions and are
responsible for imparting knowledge to students. They play a crucial role in shaping the
minds of the younger generation. Both males and females can be found in this
profession, each contributing their unique perspectives and expertise. They have an
autonomous source of income. Unlike some other professions, lecturers are not
dependent solely on a fixed salary. They often have the opportunity to engage in
additional activities such as research projects, consulting work, or writing books, which
allows them to supplement their income. This financial independence gives lecturers
the freedom to pursue their passions and interests beyond their teaching responsibilities.
Behavior:
These lecturers lead busy lives, with numerous commitments and

responsibilities. As a result, they often find it challenging to dedicate a significant
amount of time to using mobile devices. Unlike younger generations who may spend
hours scrolling through social media or playing games, lecturers prioritize their time
wisely. They understand the value of their time and focus on tasks that are essential to
their work and personal lives. When it comes to making purchases, lecturers tend to
hesitate and think carefully before parting with their hard-earned money. They are
discerning consumers who prioritize quality and value. Before purchasing any product,
lecturers conduct thorough research to ensure that it meets their needs and aligns with
their values. They understand the importance of making informed decisions and are
willing to invest in products that are valuable and long-lasting.
Lifestyle:
These lecturers often adopt a healthy and conscious lifestyle. They prefer to use
organic products that are made with 100% natural ingredients and free from harmful
chemicals. Lecturers are aware of the potential health risks associated with synthetic
ingredients and strive to eliminate them from their daily routines. They prioritize
products that are safe for both them and the environment. In addition to maintaining a
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healthy lifestyle, lecturers also enjoy participating in sports activities. Sports allow
lecturers to unwind, relieve stress, and rejuvenate their minds and bodies. Furthermore,
lecturers often prefer to use vegan products. By opting for vegan products, lecturers
contribute to a more sustainable. They believe in the power of their choices to make a
positive impact on the environment and society.
Segmentation 5
Demographic:
These lecturers are professionals who hold academic positions and are
responsible for imparting knowledge to students. They play a crucial role in shaping the
minds of the younger generation. Both males and females can be found in this
profession, each contributing their unique perspectives and expertise. They have an
autonomous source of income. Unlike some other professions, lecturers are not
dependent solely on a fixed salary. They often can engage in additional activities such
as research projects, consulting work, or writing books, which allows them to
supplement their income. This financial independence gives lecturers the freedom to
pursue their passions and interests beyond their teaching responsibilities.
Behavior:
These lecturers often have a considerable amount of free time, which allows
them to engage with their mobile devices extensively. With their tech-savvy behavior,
they are more likely to embrace digital platforms, applications, and online services. This
opens opportunities for businesses to target lecturers through digital marketing
strategies. Moreover, lecturers are willing to invest in products that are valuable,
healthy, and environmentally protective. They understand the importance of
maintaining their well-being and the significance of sustainable practices.
Lifestyle:
These lecturers often adopt a healthy and conscious lifestyle. They prefer to use
organic products that are made with 100% natural ingredients and free from harmful
chemicals. Lecturers are aware of the potential health risks associated with synthetic
ingredients and strive to eliminate them from their daily routines. They prioritize
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products that are safe for both them and the environment. In addition to maintaining a
healthy lifestyle, lecturers also enjoy participating in sports activities. Sports allow
lecturers to unwind, relieve stress, and rejuvenate their minds and bodies. Furthermore,
lecturers often prefer to use vegan products. By opting for vegan products, lecturers
contribute to a more sustainable. They believe in the power of their choices to make a
positive impact on the environment and society.
Segmentation 6
Demographic:
School staff, regardless of gender, form a significant demographic group. With

both males and females being part of this group, it represents a diverse workforce.
Additionally, school staff members typically have an autonomous source of income,
which gives them financial independence and stability.
Behavior:
In today's digital age, school staff members, like many others, have ample time
for mobile devices. Whether it's checking emails, researching educational resources, or
staying connected with colleagues, mobile devices have become an integral part of their
daily routine. However, when it comes to making purchases, school staff members tend
to exhibit a cautious approach. They hesitate and carefully consider the value and
usefulness of a product before spending their hard-earned money.
Lifestyle:
These school staffs prefer to use organic products that contain 100% natural
ingredients and no harmful chemicals. They prioritize their health and well-being and
believe that using organic products is a way to achieve this. They are conscious of the
potential negative effects of using products with harmful chemicals and actively seek
out alternatives that are better for their overall health. In addition to their focus on using
organic products, school staff also enjoy playing sports. They recognize the importance
of physical activity and engage in various sports activities to maintain a healthy
lifestyle. Sports not only help them stay fit but also provide them with a way to unwind
and relieve stress after a long day of work.
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2.2. Customer targets
After segmenting the market, Herb decided to choose the target customers are
students who have an autonomous source of income, spend a significant amount of time
using mobile devices, and are willing to pay for valuable, healthy, and environmentally
protective products. They prefer to live with their families and prioritize using organic
products with 100% natural ingredients and no harmful chemicals. Additionally,
students enjoy playing sports as a means of staying fit, socializing, and developing
important life skills.
IV. The marketing mix-strategies and tactics

1. Product
1.1. Herb’s Product
In terms of product categorization, Herb comprises 7 product categories, each

carrying its unique appeal, catering to a diverse range of customer needs. Among them,
shampoo and bath lotion are Herb's two major product lines.
Bodhi Rose 50ml

Shampoo
Bodhi Lotus 50ml
Jasmine 30ml
Shower Gel 30ml
Bitter melon
50ml
Organic Lipstick Moiem
Fish-shaped soap
Scented candles
Caster sugar lip exfoliator
Loofah bath
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At Herb, product quality is unsurpassed and never compromised. Herb's products

should be made from organic and natural ingredients and contain no toxic chemicals.
The clean, closed production process ensures that the product always meets high organic
and natural standards while ensuring safety and effectiveness for users.
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Besides packaging and design, Herb demonstrates its commitment to

environmental protection using environmentally friendly packaging design paper. Clear
and smart product packaging with ingredients, uses, and instructions for use helps create
transparency and credibility with customers. Colors and illustrations of natural
materials not only create aesthetics but also show sophistication and closeness to nature.
Herb provides flexibility to customers through product customization. Rose and

lotus shampoo is the perfect choice for those who love the natural scent of flowers.
Bitter melon shower gel, soft and gentle, designed to care for sensitive skin. Jasmine
shower gel is the perfect choice for those who love shower gel with a gentle floral scent.
There are also by-products of various stalls, such as: truffle bath towel (usually used
with bath lotion), fish soap or anti-ultraviolet organic lipstick. This shows that Herb is
committed to meeting each customer's specific needs, helping them have a personal and
unique beauty experience.
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1.2. Value proposition
Our commitment to providing natural and organic products goes beyond merely
offering a shampoo and shower gel; it extends to ensuring they are entirely free of toxic
chemicals, made from the purest organic resources, and designed with your well-being
in mind. Herb's dedication to environmental responsibility is evident in our ambitious
sustainability objectives. We pledge to employ recycled paper packaging and implement
stringent environmental protection measures, reducing our carbon footprint and
contributing to a greener future for all.
But our product line isn't limited to personal care alone; it extends to promoting
health and holistic well-being. Whether it's shielding your lips from harmful UV rays,
preventing hair loss, or nourishing your hair to maintain its vitality, our range of natural
products harnesses the power of wholesome, natural ingredients. We recognize the
transformative benefits that nature's bounty can bring to your life, from enhancing your
beauty to elevating your overall health and wellness.
At Herb, we believe in making a lasting impact on our customers, one that transcends
the confines of traditional beauty routines. By nurturing a deep-rooted sense of green
living awareness and fostering an unwavering commitment to environmental protection,
we aim to inspire you to embrace a more sustainable lifestyle. We want your experience
with Herb not only to be about looking and feeling great but also about making a
conscious choice that extends beyond the bathroom, creating a ripple effect that
contributes to a healthier, more eco-friendly world.
1.3. Position
Our target audience consists of individuals who are not only discerning about their
beauty products but also deeply invested in green living, health, and organic beauty.
Herb's commitment to these values is not merely a marketing strategy; it's a way of life,
and our approach to customers mirrors this commitment. We understand that caring for
the environment and making healthier, more sustainable choices isn't just an activity;
it's a lifestyle, and it's one we actively engage with our customers through our social
network presence.
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Herb's range of natural shampoos and shower gels is not just about offering quality
personal care items; it's about providing a choice that embodies environmentally
responsible and health-conscious living. As we introduce these products to the market,
we aim to position our brand as the go-to choice for those who seek a greener and
healthier option. The selection of Herb's natural products isn't just a cosmetic choice;
it's a statement of your commitment to making a positive impact on the world, one that
aligns with the values of sustainable living and holistic wellness. It's a reflection of a
deeper connection to our environment, and we are here to support your journey towards
an eco-friendlier and health-conscious lifestyle.
1.4. Mixed marketing strategy
Herb has a product price that matches the market, considering the composition,
quality and real value of the product.
In advertising and marketing, Herb uses Fanpage, personal Facebook,

GroupLeng and other media channels to convey Herb's value proposition and
positioning, including live advertising, social media and content marketing.
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Herb also ensures that products are adequately classified and published,
including sales at events and Herb's fan pages. The brand interacts with customers
through excellent customer service and community beautification to build loyalty and
achieve goals.
2. Pricing strategy
The pricing strategy for Herb's products at the Green Living event is an integral part
of our marketing strategy. We have developed this strategy with the goal of achieving a
balance between providing high-quality products and ensuring reasonable profitability
for the brand. We understand that customers at the Green Living event are typically
individuals who are interested in organic and natural personal care products. This sets
high standards for product quality and sourcing, and we take pride in ensuring that all
Herb products meet these standards.
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There are two fundamental product categories in our portfolio, shampoo, and shower
gel, and we have determined their prices based on production costs and the value of
natural organic ingredients. Our goal is to ensure that the prices are both reasonable and
reflective of the product quality. This helps build trust and encourages consumption at
the Green Living event. To create a special appeal at the event, we have designed
promotional packages and offers for our products to attract attendees. This encourages
customers to shop at our booth and experience Herb's products. Additionally, offering
free product samples creates an attractive opportunity for customers to try before
deciding to make a purchase. Our focus extends beyond just increasing sales; we also
consider how to build long-term relationships with customers. We are committed to
establishing loyalty programs and incentives for returning customers. This not only
fosters customer loyalty but also lays the foundation for building a supportive
community for our green and natural lifestyle. In addition, we have a special pricing
strategy for premium products like scented candles and Moiem handcrafted lipstick. We
provide higher value by ensuring that quality and the customer experience are always
at their peak, making our products stand out.
Here is a detailed description of the pricing strategy for our products, along with
specific prices:
Rosehip and Rose Shampoo 50ml - 48,000đ: This is a high-quality product made
from natural and organic ingredients like rosehip and rose, ensuring effective hair
cleansing without harming the scalp. The price reflects the costs of production and the
value of these organic components, making it an attractive option for environmentally
conscious customers.
Lotus Flower and Bitter Melon Shampoo 50ml - 47,000đ: This product, equally
crucial in our portfolio, is priced slightly lower while maintaining high quality and
natural properties, offering diverse choices for event attendees.
Jasmine Shower Gel 30ml - 36,000đ: The Jasmine Shower Gel is a natural product
with a lower price point, providing savings without compromising on quality. The price
is determined by production costs and the value of natural ingredients.
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Bitter Melon Shower Gel 30ml - 35,000đ: Similar to the Jasmine Shower Gel, this
product offers competitive pricing, making it a natural choice for budget-conscious
customers.
Bitter Melon Shower Gel 50ml - 40,000đ: For this product, the price is relatively
lower while still ensuring quality and value for customers. Different sizes are available
to cater to customer preferences.
Fish-Shaped Soap - 36,000đ: The Fish-Shaped Soap is competitively priced,

encouraging natural personal care and providing a cute and popular option for
customers.
Loofah Shower Sponge - 50,000đ: This product reflects a careful balance between
quality, value, and affordability. The Loofah Shower Sponge is made from natural
ingredients and designed for skin care, ensuring safety and effectiveness. The 50,000
VND price point strikes a balance between maintaining product quality and offering an
organic option for efficient skin cleansing. This price encourages customers to try and
experience the benefits of the product without financial pressure.
Scented Candle - 250,000đ: This premium product is priced to reflect its uniqueness
and high quality. It is made from soy wax and features a QR code on the box, allowing
customers to scan and enjoy soothing music on Spotify, providing an exceptional
experience.
Caster Sugar Lip Scrub - 85,000đ: This product is priced higher, reflecting its value
in natural personal care and beauty. The price considers production costs and the value
of organic ingredients, ensuring safety and non-irritation.
Handcrafted Moiem Lipstick - 330,000đ: For this premium product, the price
reflects its quality and uniqueness. We are committed to ensuring that the product
consistently delivers high quality and exceptional experiences for customers. We use
premium natural and organic ingredients to create a long-lasting, protective, and
soothing lipstick with beautiful and artistic packaging.
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In summary, Herb's pricing strategy at the Green Living event is designed to balance
providing true value to customers and driving consumption. We commit to delivering
high-quality products at reasonable prices, while also building long-term relationships
with customers through intelligent pricing and marketing strategies, laying the
foundation for a natural and green lifestyle.
3. Promotional plans and programs to drive demand.

The following are specific promotions that Herb has proposed:
Continuous discounts (reduced by 55k son Moiem 330k) attract customers to enter
the booth. It helps to reduce the price pressure, because its price is quite high, providing
customers with the opportunity to buy products at more attractive prices.
On the first day, when buying 2 random shower gels, reduce the fish soap by 10%.
This permanence encourages buying diversification and buying more products. By
combining two products (shampoo and bath lotion), customers can get a 10% discount
on the third product (fish soap).
When the price of shower gel drops by 20% the next day, buy 2 shampoo with any
fragrance. This is a way to encourage customers to buy more products and take
advantage of the discount on by-products (bath products). This permanent advice can
also help customers try shampoos with different smells.
On the third day of sale, Herb provided a 20% reduction program to remove dead
lip cells with Castrol when buying two kinds of scented bath creams. Similar to the
second day, this promotion encourages the purchase of more products and offers
discounts on by-products (Caster Street). On this day of customers at the same time, it
encourages the purchase of bath milk with different smells, so that customers can
experience diversity.
On the last day, Combo took two milk baths more than two pineapple jam cakes.
This permanent promotion creates an attractive portfolio when customers buy many
products. Adding pineapple cake can make the transaction more attractive and stimulate
customers' excitement. While pushing the goods on the last day.
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4. Place or distribution channels to deliver products and services.

4.1. Distribution channel
Herb's distribution strategy at the "Lanh" event and on Herb's own fanpage is an
important part of the 4P marketing strategy and plays a crucial role in ensuring that
Herb's natural organic shampoo and body wash products effectively reach their target
customers. First and foremost, we focus on selling products directly at the "Lanh" event,
especially to UEF students. Selling products directly at the event to UEF students is a
good strategy to engage directly with potential customers. This event is centered around
a green, natural, and vegetarian lifestyle, making it an excellent opportunity for you to
showcase and introduce Herb's natural products to the environmentally conscious
customer base. Selling directly allows you to establish a direct relationship, enabling
customers to try the products before purchase and inquire about quality and ingredients.
This builds trust and encourages on-the-spot consumption, particularly among those
who value green living values. This strategy allows us to establish a direct relationship
with customers, helping them to sample products before purchasing and inquire about
quality and ingredients. This fosters trust and encourages product purchases at the event.
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Furthermore, we use Herb's dedicated fanpage on social media as an essential

tool for building relationships and expanding our market. This fanpage provides
detailed information about our products, helping customers learn more about the
features and benefits of our organic shampoo and body wash. Customers can easily view
prices, place orders online, and have the products delivered to their doorstep. This helps
us attract and serve a broader range of customers, not only at UEF but also nationwide.
The benefit of combining both distribution channels is the optimization of potential

reach. By combining direct selling at the event and online sales, we ensure that our
products can reach both event attendees and non-attendees. This helps us build close
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relationships with UEF students at the event and maintain online connections with
customers after the event. This fosters loyalty and provides a foundation for the growth
of our brand. Additionally, combining both channels offers convenience and flexibility
for customers, ensuring they have multiple options to purchase our products.
4.2. Supplier
Hạc - Natural Beauty Care takes pride in being one of the leading stores in Vietnam
specializing in natural cosmetics. The products here are manufactured and processed
using natural ingredients, free from harmful chemical compounds that can be
detrimental to the skin. What's more, Hạc Beauty Care ensures that their products are
not tested on animals, aligning with an eco-friendly and animal-friendly lifestyle.
Collaborating with the supplier Hạc - Natural Beauty Care yields a range of significant
benefits for the Herb brand and our business strategy. Hạc Beauty Care, a well-known
store in Vietnam, not only among the locals but also among foreign tourists specializing
in natural cosmetics, accompanies us in providing high-quality products produced from
natural ingredients, free from harmful chemical compounds. These products are not
only safe for the skin but also environmentally friendly and animal-friendly, with a
commitment to refrain from animal testing. This collaboration not only ensures that we
provide quality and safety but also helps us build a brand that aligns with the values of
a green and animal-friendly living environment. We can confidently establish close
relationships with customers and expand the market, not only at the "Green Living"
event but also online through Herb's dedicated fan page on social media.
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In summary, collaborating with Hạc - Natural Beauty Care is a crucial step in

ensuring that we provide quality products and create value for our brand, by combining
quality and environmental consciousness in a market that demands these values.
V. Marketing alliances used to gain access to other market areas

Currently, Herb has no plans for marketing alliances with other brands to develop
further in different markets.
VI. International marketing activites

Currently, our Herb has no plans for Marketing activities in the international
market. Because Herb is a new brand, we want to initially develop in the Vietnamese
market, specifically in Ho Chi Minh City.
VII. Product launches being planned or being carried out.

1. Launching plan
New Product Planning New Product Post-launch product
Introduction management
Strategy Idea Feasibili Definition Develop Come into Development Fully Decline
ty sight grown
Executive Minh Minh Minh
producer Huy Huy Huy
(define (healin (Creat
goals, g, e
learn nature- opport
market oriente unitie
analysis) d, safe s to
for intera
health) ct
with
41
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custo
mers)
Marketin Nhã Nhã Nhã Nhã Nhã Uyên
g Uyên Uyên Uyên Uyên (Sold in
(Prepare (Use (Prepar (Use of combos)
Products Media e Media,
and Gifts, , Produc discount)
Create an discou ts and
impressiv nt,)try Gifts,
e booth) , Create
reach an
studen impres
ts) sive
booth)
Develop Mỹ Linh Mỹ Mỹ Mỹ Linh Mỹ Linh
(Identify Linh Linh (coordina (monitor its
product (brain (Produ te with performance,
targets storm ction the collect
and logo and marketin feedback
research ideas, distrib g team to from
other packa ution plan the customer)
products ging, planni marketin
in the use ng) g
market) vegan campaign
produ )
cts as
much
as
possib
le)
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Finance Van An Van Van An Van Van

(determin An (Estimated An An
e the (Deter revenue) (Expe (evalu
initial mine cted ate
capital the profit the
source to sellin calcul results
purchase g ation) and
products price consid
and set for er
up the wheth
booths) produ er to
ct) expan
d the
busine
ss)
The sale Ai Van Ai Van Ai
(Preparati (approach Van
on and students (creati
Setup, during lunch ng a
preparati break, try the final
on of product.) promo
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shampoo stimul
products, ate
packagin shopp
g) ing)
Activity Khanh Khan
Chau h
(Create a Chau
product (gift
descriptio increa
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n table se for
and how large
to use it) orders
)
Supply Khanh Khanh Khanh Chau Khan Khan
Chain Chau Chau (determine h h
(Identi (packagin how to Chau Chau
fy g design distribute (provi (track
reputa and label products) des s
ble and printing) custo financ
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costs
and
reven
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Customer Minh Minh Huy Minh Minh
Service Huy (ensures that Huy Huy
(provides customer (track (handl
detailed service staff custo es
informati are mer return
on about adequately servic and
the trained on e warra
product, products, perfor nty
including processes, mance reques
how to and how to by ts
use, from
44
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ingredien work with revie custo

ts, how to customers) ws) mers
choose accor
the right ding
product to
for the establi
needs of shed
customer proce
s) dures.
)
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regulatio (defines Van
n all (verifi
regulatio es
ns and wheth
laws er
related to HER
shampoo B
and produ
shower cts
gel compl
products) y with
all
define
d
requir
ement
s and
regula
tions)
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Make My Linh My My Linh My Linh My My

(define Linh (establish (involved in Linh Linh
detailed (ensure continuou the process (prod (offer
productio s that s quality of packaging uction s
n plan for there control products and proces quick
HERB are process preparing for s and
products) enough througho the super effecti
raw ut the distribution vision ve
materi productio process to , remed
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nents monit
needed oring)
to
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Personnel Van Van An
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trainin evaluatio
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develo to
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progra and
ms for evaluate
new the work
emplo of
yees)
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employee
s)
2. Sale objective
Herb hopes to achieve sales targets during the 4-day "Lành" event (10/10/2023-
13/10/2023) with the following products: Rosehip and Rose Shampoo, Lotus and
Camellia Shampoo, Jasmine Shower Cream, Bitter Gourd Shower Cream, Fish-shaped
Soaps, and Loofah Sponges. Specifically, the target is to reach 10 bottles of Rosehip
and Rose Shampoo, 5 bottles of Lotus and Camellia Shampoo, 10 bottles of Jasmine
Shower Cream, 10 bottles of Bitter Gourd Shower Cream, 5 Fish-shaped Soaps, and 3
Loofah Sponges.
VIII. Sales training programs needed.

Employee training is a pivotal process in any business, serving as a cornerstone
for enhancing our sales capabilities and overall effectiveness. A well-prepared sales
team is a potent asset, contributing not only to increased revenue but also to brand
development and the creation of exceptional customer experiences. Prior to the "Lanh"
event, we recognized the significance of comprehensive training and organized
numerous sessions to elevate the quality of our sales.
1. Product Knowledge
A robust grasp of product knowledge serves as the bedrock for our sales
professionals. We insist that our staff delve deeply into the intricacies of the products
we are selling, encompassing details such as features, functions, the tangible benefits
for customers, and a profound understanding of the target audience. Without this
foundation, our sales representatives might find themselves struggling to communicate
the value of what they offer.
To fortify their product knowledge, we adopt various strategies. We schedule in-

depth training sessions dedicated solely to product education, providing a wealth of
materials and instructive videos designed to comprehensively cover the product's
specifications. Furthermore, we believe in the power of firsthand experience and
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encourage our staff to interact with the products they are selling, allowing them to
internalize their unique qualities.
2. Sales Skills
The success of a salesperson is determined not only by what they know but also
by how skillfully they can apply that knowledge. We make it our mission to equip our
team with a repertoire of critical sales skills that can make all the difference. These skills
encompass effective communication, active listening, persuasive presentation, and the
art of closing a sale.
In the realm of sales skills, we take a proactive approach. We organize training

sessions entirely focused on honing sales skills, ensuring that our staff will be well-
equipped to engage with potential customers effectively. We also recognize the value of
visual learning, and so we make instructional videos available to our team, allowing
them to visualize the concepts and techniques in action. Importantly, we also believe
that practice makes perfect, providing opportunities for our staff to apply and refine
their skills in a real-world sales environment.
3. Service Attitude
In the competitive world of business, the attitude of service can set a company
apart. We understand the significance of a professional service attitude, one that
encompasses friendly greetings, attentive listening, thorough addressing of customer
inquiries, and an unwavering commitment to satisfying customer needs. This attitude
ensures that customers not only purchase a product but also enjoy the entire experience,
which is crucial for building a loyal customer base.
To instill a service-oriented attitude in our team, we conduct specialized training

sessions that emphasize the importance of courteous customer interactions. We
encourage our staff to go the extra mile in greeting customers with warmth,
demonstrating the patience to listen to their needs carefully, providing comprehensive
answers to inquiries, and proactively seeking ways to maximize customer satisfaction.
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To uphold the effectiveness of our training efforts, we have established a robust

feedback and evaluation system. Regular assessments of our staff's capabilities after
training sessions allow us to track their progress and make necessary adjustments to
further enhance their sales proficiency.
In conclusion, our commitment to comprehensive training, covering product

knowledge, sales skills, and service attitude, lays the foundation for our sales team's
success. This holistic approach ensures that they are not only informed about the
products but also adept in the art of sales and dedicated to delivering an outstanding
customer experience. This well-rounded approach is a cornerstone of our success in the
competitive world of sales.
IX. Additional research programs needed

1. Forecasting
TAM & AMS
Number of Total number Average

classes of floors with Total number number of
Day
operating on classes in of classes students per
each floor operation class
Average of 5-6
Tuesday (October 10, 2023 classes (take 5 70
classes)
Average of 4-5
Tuesday (October 10, 2023 classes (take 4 56
classes)
14 floors 35
Average of 3-4
Friday (October 13, 2023) classes (take 3 42
classes)
Average of 3-4
classes)
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Average of 3-4
classes)
Average of 5-6
Thursday (October 12, 202 classes (take 5 70
classes)
Average of 4-5
Thursday (October 12, 202 classes (take 4 56
classes)
TOTAL
NUMBER OF 378
CLASS
TOTAL NUMBER OF
13230 (13,230 people
STUDENTS:
NUMBER OF STUDENTS
INTERESTED IN 12833,1 (12,833 people
"GOOD" EVENTS
PEOPLE ARE
DEFINITELY 5826,182 (5826 people)
PARTICIPATING
NUMBER OF STUDENTS
INTERESTED IN THE
3967,629942 (3967 people)
GROUP'S BRAND
"HERB".
2. Additional research programs

In a modern era, rich with the rapid development of technology, the trend of favoring
organic vegan products is not only a common trend but also a rich cultural symbol,
evoking sensitivity. Consumers' growing sensitivity and concern for personal health as
well as the impact on the environment. What is worth noting here is the continued
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growth of research and development projects related to organic vegan cosmetics,

standing out as an undeniable force, responding to a growing market diverse and
challenging, while providing healthy and sustainable choices for consumers.
When bringing products to market, the Herb brand does not simply work with
commercial goals but also focuses on creating high-quality products with verified and
certified origins and production processes received in full. Specifically, research
projects on natural shampoo and shower gel products have conducted extensive
research on the main ingredients, especially soapberry along with flexible combinations
of other natural ingredients to bring efficiency to customers. From the delicate
combination of key ingredients such as soapberry and other natural ingredients to
ensuring absolute safety and quality, all Herb products are not only a guarantee of health
but also It is also a firm commitment to the environment and a sustainable future.
Every step in Herb's product development process is not simply a process of research
and testing, but also a meaningful and profound journey to understanding and meeting
every need and desire. as well as consumer goals. From the careful selection and
optimization of each ingredient to the delicately designed production process and
absolute safety assurance, each Herb product guarantees high quality and a deep
understanding and respect for consumers' health and emotions.
With every drop of shower gel, every drop of shampoo, every bar of soap, or every
loofah, Herb is not simply a cosmetics brand, but a sincere concern for happiness and
health. customer's health. Each product not only meets the needs of skin and hair care
but is also a part of the affection, comfort, and trust that Herb conveys through each
product line, building a clear vision of solidarity and intimacy between the brand and
the consumer community.
Herb's tireless efforts and dedication to quality and compassion not only create
outstanding products but also contribute to creating a community of love, sharing, and
cohesion, where everyone feels the care and companionship from Herb in your journey
of self-care and living a peaceful and happy life.
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X. Any other deliverables to be provided by Marketing to other

functions, and other deliverables added by Marketing from
other functions.
RACI MATRIX TABLE
Lê
Nguyễn Lê Trịnh Ngọc Võ Minh Nguyễn Nguyễn Lê
Task Khánh
Mỹ Linh Vân An Huy Ái Văn Nhã Uyên
Châu
Market analysis C I A R R R
Analyze market trends I C A C R R
Plan to find suitable
R R R A C I
products
Sourcing products C C R A I R
Product development R R C I A A
Find raw materials for
R A C I R R
the product
Inspect and test
products before A C I R R R
bringing them to market
New packaging design
I A I C R R
for the product
Pricing for products A I R R C R
Promotion of product A R A C I R
Build Marketing
R R R R R R
campaigns
Product project
C C A R I R
management
Operational
R A C I R A
management
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Monitor product
A C R R I R
performance
Through the Raci Matrix table, we can see that each group member assumes the
primary responsibility in accordance with their own strengths and that each member
also supports one another to finish the work most effectively.
For those members who are mainly responsible for Marketing such as "Market
research, understanding today's market trends", there will be members from other
departments who will devise plans to implement activities based on these goals, or the
forecasts that have been made. In addition, members of the Marketing side will create
programs to attract potential customers to the Sales side, or members of the Marketing
side will link with members of the Sales side to be able to collect market, product, and
competitor data so that Marketing members can come up with new, timely strategies for
products.
Members involved in the design department will link up with members in the Sales
department. In addition to persuading customers to buy products, they can learn about
customer preferences, learn about colors and designs in just a short time. They are
attracted by looking at them, from which members of the design department will
understand customer psychology better.
The members of the Sales side are also an important part of the members of the
Finance side because the Sales side will provide advice and valuable information as
they will contribute to the direction of pricing and Marketing strategies before bringing
the product to market to consumers.
The production department also has a close relationship with the Finance department
because the members of the Finance department will be the ones to approve and pay for
all raw materials of the product. This can also help our business save money.
XI. Integrated budgets for all programs

Original price of the product
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Product Unit Price (discount included)

Rose locust Shampoo 500ml VND 229,000
Lotus shampoo 500ml VND 213,000
Jasmine shower gel 500ml VND 178,000
Bitter melon shower gel 500ml VND 153,000
Fish soap 10 pieces VND 225,000
Loofah bath sponge 3 pieces VND 225,000
Selling price of extracted products

Price
Ordinal
Product Unit Quantity
number
30ml 50ml
1 Rose locust shampoo ml VND 14,000 VND 23,000 15
2 Lotus shampoo ml 0 VND 21,000 8
3 Jasmine shower gel ml VND 11,000 0 14
Bitter melon shower
4 ml VND 10,000 VND 15,000 12
gel
5 Fish soap pieces VND 23,000 10
6 Loofah bath sponge pieces VND 75,000 3
Purchase price of raw materials

Ordinal
Product Unit Price Quantity Total
number
1 Tube (shampoo + shower gel) ml VND 5,000 70 VND 350,000
Printed (color product packaging + each
2 pieces VND 3,000 70 VND 210,000
product's accompanying paper + logo)
3 Print banners for booths pieces VND 60,000 1 VND 60,000
Paper bags (to carry products to take
4 pieces VND 4,000 50 VND 200,000
home)
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Product selling price (Official)

Ordinal Price
Product Unit Quantity Total
number 30ml 50ml
Rose locust 15 (5 tubes of 30ml
1 ml VND 39,000 VND 48,000 VND 675,000
shampoo and 10 tubes of 50ml)
Lotus
2 ml 0 VND 47,000 8 VND 376,000
shampoo
Jasmine
3 ml VND 36,000 0 14 VND 504,000
shower gel
Bitter melon 12 (3 tubes of 30ml
4 ml VND 35,000 VND 40,000 VND 465,000
shower gel and 9 tubes of 50ml)
5 Fish soap pieces VND 36,000 10 VND 360,000
Loofah bath
6 pieces VND 75,000 3 VND 225,000
sponge
Total 62
Promotion product price

Ordinal
Product Promotion Price
number
1 Buy 2 random shampoos 50ml Free 1 pineapple rice paper VND 85.000
Buy 2 bitter melon shower gel 50ml and 1 fish
2 Fish soap will be 20% off VND 107.000
soap
Buy a random shampoo 50ml and shower gel
3 Free 1 loofah bath sponge VND 80.000
30ml
4 Buy 2 or more fish soaps 10% off for second purchase VND 72.000
5 Buy 3 or more products Give away 1 fish soap VND 169.000
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Day Number of products sold Expense

10/10 25 products VND 987,000
11/10 20 products VND 899,000
12/10 12 products VND 200,000
13/10 5 products VND 246,000
Revenue VND 2,332,000
Total amount to be spent (including product pick-up price + raw material

VND 2,043,000
purchase price)
Profit VND 289,000
XII. Measurements and metrics

In the Herb brand's performance measurement and evaluation strategy, the notion
that tracking business metrics is just one part of the process is no longer enough to
capture the complete picture. What's more important is to see this as an opportunity to
gain a deeper understanding of how to interact with customers and build strong
connections in a market that is becoming increasingly fierce and constantly changing.
The specific goal set is to increase sales of Herb's 6 key products, including rose locust
shampoo, lotus shampoo, jasmine shower gel, bitter melon shower gel, fish soap, and
loofah bath sponge. With the target of 4 sales days at the "Lành" event (October 10,
2023 - October 13, 2023), specifically, it will achieve sales:
• 10 tubes of rose locust shampoo.
• 5 tubes of lotus shampoo
• 10 tubes of jasmine shower gel
• 10 tubes of bitter melon shower gel
• 5 fish soaps
• 3 loofah bath sponge
However, this goal is not simply a number, but also a lever to motivate every
member of the organization to better understand the importance of building strong
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relationships with customers. Herb's next goal is to increase brand recognition for this
product line in the market. With a limited time within 4 days of the "Lành" event, from
October 10, 2023, to October 13, 2023, the results achieved have far exceeded
expectations, specifically as follows:
• 15 tubes of rose locust shampoo (including 5 tubes of 30ml and 10
tubes of 50ml)
• 8 tubes of lotus shampoo
• 14 tubes of jasmine shower gel
• 12 tubes of bitter melon shower gel (including 3 tubes of 30ml and 9
tubes of 50ml)
• 10 fish soaps
• 3 loofahs bath sponge
This is not just a number, but also a reflection of the trust and loyalty that
customers have for the Herb brand, contributing to building a business environment
based on long-term relationships and good interaction between brands and consumers.
With outstanding sales results, Herb surpassed the original goal by 44%. This result is
not simply a number but also serves as a solid stepping stone to build and develop future
marketing and branding strategies. This opens up a greater opportunity for Herb to not
only expand its market but also to maintain and grow its presence in the market, thereby
creating a far-reaching influence and a lasting vision sustainable for the development
and success of the Herb brand in the coming time. This not only proves the power of
the brand strategy but also demonstrates the Herb brand's commitment to continuous
effort and innovation on its journey to prosperity and shaping the future
XIII. Risks
Risks and difficulties when implementing "Lành" events:
• First about the product: the group chooses products related to shampoo and
shower gel. These are the two products that consumers will be the most difficult
to buy, especially women, because they already have products for familiar
products for us, so this was a big challenge when we chose the above products.
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• Second about the source of supply: we must research many places and visit many
stores to be able to make the best choice about the product and its price.
• Third about raw materials: because the quantity we buy of raw materials such as
(tubes, and paper bags) to serve the product is not much, so finding a store willing
to sell small quantities is impossible.
• Fourth about price: because this is a new brand, there is no customer trust, so if
the price of the product is too high, customers will refuse. From there we will
not have enough revenue to be able to pay suppliers.
• Fifth competition risk: there may be several businesses that will sell the same
products as us. This is the thing that we are most worried about when choosing
a product.
• Friday risks of promotional programs: this is an important activity related to the
revenue of our business, so we need to consider carefully when launching
promotional campaigns.
XIV. Appendices and supporting material

PHIẾU TỔNG KẾT THEO DÕI VÀ ĐÁNH GIÁ LÀM VIỆC
CỦA NHÓM DABEST
MÔN HỌC: PRODUCT MANAGEMENT MÃ MÔN HỌC:
MGT1103E
LỚP: A06E HỌC KỲ: 1A NĂM HỌC: 2023-2024
Kết quả đánh giá làm việc nhóm

của sinh viên: (10 điểm = 100%) 0.75 = Có kỹ năng, tỷ lệ đóng góp ở mức khá
Thang điểm: 0.0 = Không tham gia, 1.0 = Có kỹ năng, tỷ lệ đóng góp ở mức tốt
tỷ lệ đóng góp bằng không Điểm cộng: Nhóm trưởng có năng lực tổ chức,
0.25 = Có một số kỹ điều phối tốt thì Giảng viên xem xét có thể
năng, tỷ lệ đóng góp dưới mức dành tặng thêm 1.0 điểm cộng
trung bình
0.5 = Có kỹ năng, tỷ lệ
đóng góp ở mức trung bình
STT Sinh Sinh Sinh Sinh Sinh

Tiêu chí Sinh
viên 2 viên 3 viên 4 viên 5 viên 6
(mỗi tiêu chí tối viên 1
Lê Nguyễn Nguyễn Nguyễn Trịnh
đa 1.0 điểm, 10 Võ
Khánh Ái Văn Lê Nhã Lê Mỹ Ngọc
tiêu chí = 10 Minh
Châu Uyên Linh Vân
điểm) Huy
An
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1 Có nhiều sáng
kiến, ý kiến đóng 1 1 1 1 1 1
góp
2 Chia sẻ, thảo luận
với nhóm về công 1 1 1 1 0,75 0,75
việc đang thực
hiện
3 Chuẩn bị công
việc một cách chu 1 1 1 1 0,75 0,75
đáo, chất lượng
4
Hiệu quả làm việc 1 1 1 1 0,75 0,75
nhóm
5 Hoàn thành công
việc được giao 1 1 1 1 1 1
đúng hạn
6 Kết nối, giao tiếp
hiệu quả với các 1 1 1 1 0,75 0,5
thành viên
7 Lắng nghe và tôn
trọng ý kiến của 1 1 1 1 1 1
người khác
8
Tham gia các buổi 1 0,75 1 1 0,75 0,75
họp của nhóm
9 Hỗ trợ, giúp đỡ
các thành viên 1 1 1 1 0,75 0,75
khác trong nhóm
10 Kỹ năng phản
biện, góp ý xây 1 1 1 1 1 1
dựng khi làm việc
Tổng điểm nhóm trưởng
đánh giá từng thành 10 9,75 10 10 8,75 8,5
viên:
Tổng điểm cá nhân từng 10 9,75 10 10 9.75 9.5
sinh viên tự đánh giá:
Điểm nhóm thống nhất 10 9,75 10 10 9,25 9
đánh giá cho từng thành
viên (điểm trung bình của
tổng điểm cá nhân tự
đánh giá và tổng điểm
nhóm trưởng đánh giá):
Sinh viên ký tên xác
nhận:
ĐÁNH GIÁ CỦA
GIẢNG VIÊN:
Ghi chú: Ngày 19 tháng 10 năm 2023

Giảng viên
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…………………………….
MINH CHÚNG UP BÀI TRÊN TRANG CÁ NHÂN / FANPAGE CỦA NHÓM
Sinh viên 2 Sinh viên 3 Sinh viên 4 Sinh Sinh

Lê Khánh Nguyễn Ái Nguyễn Lê viên 5 viên
Châu Văn Nhã Uyên Nguy 6
Ngà Sinh viên 1 ễn Lê Trịn
Mỹ h
y Võ Minh Huy
Linh Ngọ
c
Vân
An
9/10
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61
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11/1
0
63
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14/1
0
MINH CHỨNG THAM GIA VÀ TƯƠNG TÁC TRÊN

NHÓM “HEALTHY MIGHTY LIVING”
Sinh viên 2 Sinh viên 3 Sinh viên 4 Sinh viên 5 Sinh viên
Sinh viên 1 Lê Khánh Nguyễn Ái Nguyễn Lê Nguyễn Lê 6
Ng
Võ Minh Châu Văn Nhã Uyên Mỹ Linh Trịnh
ày
Huy Ngọc Vân
An
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9/1
0
65
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11/
10
14/
10
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CÁC MINH CHỨNG LÀM VIỆC NHÓM KHÁC
Sinh viên 2 Sinh viên 3 Sinh viên 4 Sinh viên 5 Sinh viên
Sinh viên 1 Lê Khánh Nguyễn Ái Nguyễn Lê Nguyễn Lê 6
ST
T Võ Minh Châu Văn Nhã Uyên Mỹ Linh Trịnh
Huy Ngọc Vân
An
CHIẾT
DẦU GỘI
SỮA TẮM
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LÀM
2 BẢNG VẼ
TRANG
TRÍ GIAN
HÀNG
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CHỞ ĐỒ
LÊN GIAN
HÀNG VÀ
CHỞ VỀ
BẢO
QUẢN
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BẢNG CHẤM CÔNG THAM GIA SỰ KIỆN “LÀNH”

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Sinh viên
S C S C S C
Võ Minh Huy X (1/2) X (1/2) X X (1/2) X
Lê Khánh Châu X X X X
Nguyễn Ái Văn X (1/2) X X X
Nguyễn Lê Nhã Uyên X (1/2) X X X
Trịnh Ngọc Vân An X (1/2) X X X
Nguyễn Lê Mỹ linh X (1/2) X X X
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Bài Báo Cáo Cho Case Bún Đậu Mạc Văn Khoa

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6/15/24, 6:34 PM Bài báo cáo cho case bún đậu Mạc Văn Khoa

MINISTRY OF EDUCATION AND TRAINING

SUBJECT: PRODUCT MANAGEMENT

Lecturer: Mrs. Luu Thanh Thuy

Ho Chi Minh City, October 19th, 2023

II. Strategic contest ..................................................................................................... 4

1. Bussiness Strategy .............................................................................................. 4

3. The reason for remaking the brand's name. .................................................. 10

III. The market environment for the product .......................................................... 10

1. Industry and competitive activities ................................................................. 10

2. Market segments and customer targets .......................................................... 22

IV. The marketing mix-strategies and tactics.......................................................... 29

2. Pricing strategy ................................................................................................. 34

3. Promotional plans and programs to drive demand. ..................................... 37

4. Place or distribution channels to deliver products and services .................. 38

V. Marketing alliances used to gain access to other market areas ....................... 41

VI. International marketing activites ................................................................... 41

VII. Product launches being planned or being carried out. ................................. 41

1. Launching plan ................................................................................................. 41

2. Sale objective ..................................................................................................... 47

VIII. Sales training programs needed. ..................................................................... 47

IX. Additional research programs needed ............................................................ 49

2. Additional research programs ......................................................................... 50

X. Any other deliverables to be provided by Marketing to other functions, and

XI. Integrated budgets for all programs ............................................................... 53

XII. Measurements and metrics .............................................................................. 56

XIII. Risks ................................................................................................................... 57

XIV. Appendices and supporting material .............................................................. 58

The logo of Herb brand

Herb's page on Facebook

In a world where synthetic additives and artificial compounds often reign

At the heart of Herb's commitment is an unwavering dedication to the well-being

expectations. This commitment to research and development ensures that we remain

In essence, Herb's vision encompasses more than just cosmetic products; it

Our commitment extends to the meticulous adherence to the most stringent

But Herb's mission is not confined to a commercial agenda. It is a holistic

In essence, Herb's mission is a multi-faceted commitment. It involves creating

it goes beyond cosmetics, seeking to educate and motivate individuals to live in a

II. Strategic contest

substances often dominate, Herb's unwavering commitment to all-natural ingredients

extraordinary potential to catapult our overarching strategy to new heights. This

NAME OF OPPORTUNITY: CREATE ADDED VALUE FOR PRODUCTS

OPPORTUNITY SUMMARY: Our opportunity is to "Create added value for

Our customers will benefit from using this product/feature/set of features

This product/feature/set of features is unique because:

The product/feature/set of features compares favorably to other competitors'

3. The reason for remaking the brand's name.

Another reason is to ensure differentiation and uniqueness in a highly competitive

III. The market environment for the product

Vietnam, officially known as the Socialist Republic of Vietnam, operates under

Political Structure The political structure of Vietnam is characterized by a single

International Relations Vietnam has established strategic partnerships with

including cooperation on economic, security, educational, cultural, and war legacy

Political Challenges Vietnam faces several political challenges, including

In conclusion, while Vietnam's political structure provides stability, the

Vietnam, officially known as the Socialist Republic of Vietnam, operates under

Legal Market in Vietnam Vietnam's legal market is fast developing. Many

In 2022, Vietnam's economy experienced a strong rebound, with GDP growth

Looking ahead to 2023, Vietnam's economic growth is projected to ease to 6.3

In 2023, the unemployment rate in Vietnam increased to 2.30 percent in the