1. Category: Frozen Hot Pot
1.1. Products
1.1.1. Lẩu chao chay
1.1.2. Lẩu Thái chua cay Deli
1.1.3. Lẩu Thái chay
1.1.4. Lẩu Thái
1.1.5. Lẩu hải sản thập cẩm
1.1.6. Lẩu đầu cá hồi
1.1.7. Lẩu Việt
1.1.7.1. Riêu cua đồng
1.1.7.2. Lẩu mắm
1.1.7.3. Cá lăng tương me
1.2. Penetrate the Japanese market
1.2.1. Entry method: Direct export
1.2.2. Distribution in Hokkaido (Sapporo city)
2. Product Introduction
2.1. A frozen hot pot is a convenient frozen product for every home:
2.1.1. Save time
2.1.2. Delicious
2.1.3. Fresh and safe ingredients
2.1.4. Easy to prepare
2.2. Salient features
2.2.1. IQF freezing technology
2.2.2. Comes with a package of traditional broth
2.2.3. No preservatives
3. Evaluation of the marketing environment
3.1. Macro Environment
3.1.1. Economy
3.1.1.1. Specific economic policies that are encouraging are formed such as "special preferential import tax"
3.1.2. Politics
3.1.2.1. Having a comprehensively developed bilateral cooperation relationship with Vietnam
3.1.3. Society
3.1.3.1. Japanese have a busy lifestyle and use their time wisely
3.1.4. Laws
3.1.4.1. The main laws that regulate the standards that apply to products in Japan, include:
3.1.4.1.1. Material Safety Law
3.1.4.1.2. Consumer Product Safety Law
3.1.4.1.3. Food Sanitation Law
3.1.5. Environment
3.1.5.1. There are few natural resources. Can't grow some special ingredients of Vietnamese hot pot
3.1.5.2. The temperature in Hokkaido is low all year round, summer is short, winter is long
3.1.6. Culture
3.1.6.1. Japanese consumer psychology is always demanding products of good quality
3.2. Micro Environment
3.2.1. Competitors
3.2.1.1. Compete with domestic products such as Barona, Mizkan, Masuzen,...
4. Target customer
4.1. Office workers
4.2. Group of people who like to eat at home
5. Marketing Strategy Development
5.1. 4P’s marketing mix
5.1.1. Product:
5.1.1.1. Taste
5.1.1.1.1. Reduced percentage of Linh fish sauce in Hot Pot from 8.9% to 7%
5.1.1.1.2. Add 1 bag of paprika/sate separately
5.1.1.2. Packaging
5.1.1.2.1. All used the same packaging format is red
5.1.1.2.2. Snow mountain pictures
5.1.1.2.3. Product packaging needs to be written in Japanese.
5.1.1.2.4. Add country of origin: Vietnam
5.1.1.2.5. Quality: Add the phrase “Defrosted” “(Defrosted)”
5.1.1.2.6. Name and address of importer
5.1.1.3. Product portfolio
5.1.1.3.1. More mini products and self-boiling hot pot products
5.1.1.3.2. Package of frozen hot pot 300g
5.1.1.3.3. Package of frozen hot pot 500g
5.1.1.3.4. Self-boiling plastic box 270g
5.1.2. Price
5.1.2.1. Penetration Pricing
5.1.2.1.1. 270g self-boiling plastic box: 456 yen
5.1.2.1.2. 300g frozen hot pot pack: 456 yen
5.1.2.1.3. Package of frozen hot pot 500g: 660 yen
5.1.3. Place
5.1.3.1. Distribution at supermarkets and retail stores of Aeon system; e-commerce platforms
5.1.3.2. Distributed in major cities located in the north of Japan, mainly Sapporo
5.1.3.3. Offer high refractive index and support equivalent to domestic manufacturers.
5.1.4. Promotion
5.1.4.1. Create website and page on Facebook, line and twitter
5.1.4.2. Join the weekly Vietnam event
5.1.4.3. Distributing leaflets, Aeon's official website and on e-commerce platforms.
6. Business Analysis
6.1. Financial capability
6.1.1. Has nearly 20 years of experience
6.1.2. Scale of more than 2,000 employees with 5 factories
6.1.3. The average revenue is about 2000 billion VND
6.1.4. Scale of more than 2,000 employees with 5 factories
6.1.5. The average revenue is about 2000 billion VND