Marketing Plan

CAO DANG KHOA

1158060

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KINH DO Company

Address: 141 Nguyen Du, Ben Thanh, District 1, Tp. Ho Chi Minh City,

Vietnam

Tel.: (84) (8) 38270838 Fax: (84) (8) 38270839

Email: info@kinhdo.vn Website: www.kinhdo.vn

Kinh Do was established in 1993. Kinh Do is one of the groups of five

companies and four production facilities manufacturing, biscuits, cakes, fresh buns,

candy, chocolates, ice cream, milk and yogurt products. Kinh Do is known as one

of the top 10 brands overall in the country. Kinh Do currently is one of the private

companies that have the highest profit on the stock market in Vietnam. Kinh Do

Company is one of the top companies that producing and processing snack food in

the Vietnamese market with seven consecutive years by consumers voted as

Vietnam high quality goods. The Distribution System of Kinhdo spanning 64

provinces and cities with 150 distributors and 40,000 retail outlets. Kinhdo

products have been exported to 20 countries around the world such as America,

Europe, Australia, Middle East, Singapore, Taiwan and they reached $ 10 million

in 2003.

Starting with just 70 staff and a single product and then grown to a total of

8,000 employees, with over 300 distribution partners reaching 200.000 retail

locations with 150 different products domestically. In addition, Kinh Do products

are currently being exported to over 30 countries, including Japan, America,

Australia, Singapore, Cambodia, Lao, Myanmar, South Africa, China, Thailand,

Korea, and Taiwan….

Kinh Do has always employed a simple two prong strategy in developing the

business. This has included an organic growth strategy which leveraged the

development of innovative new products to capitalize on the expanding domestic

marketplace and opportunistic M&A to expand both our reach and depth of the

product portfolio. Examples of this include the ice cream business from Unilever

in 2003 and also the fresh cake business from Vinabico in 2007.

Sources: www.kinhdo.vn, http://en.wikipedia.org/wiki/Kinh_Do_Corporation

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Problems/Objectives:

The project was created with the goals that will show the situation of Kinh Do

Corporation in the market. With this project, it indicates the strong point, weak

point of Kinh Do Corporation, and the potential capacity of Kinh Do Corporation.

There is much information that we study, we perform some recommendation in

order to help the development of Kinh Do Corporation like as:

Changing the Kinh Do services better and easier with the consumers.

Linking with some other partner website to increase sale,

Using social network, forum, and blog to advertise our product.

Creating more products for family and the development of modern world

Vision - Mission of the Company

With enthusiastic, creative, visionary and values, actually, we not only

create but also to convey his pride in the products and services essential to a

fulfilling life.

Slogan: "FLAVOR YOUR LIFE"

Mission Statement:

• Kinh Do mission to create consumer products that are relevant, useful

include common foods, essential, additional products and beverages. We

provide safe food, delicious, nutritious, convenient and unique for everyone

and keep a leadership position in the food market.

Macro-Environment: Other Ext. Factors:

Opportunity:

+Potential domestic confectionery market is large, the demand for nutrient food

increasing

+Stable domestic economy and people's income increased, recovery of the

economy is an important driving force contributing to the development of the

Kinh Do, and projects will be implemented quickly. Create conditions for Kinh

Do up to a new position.

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+At the time when Vietnam joined the WTO will help to expand the market

Kind Do, develop new market segments. (Revenue of Kinhdo Company

increased 10%-20% and absolutely continues to grow up in the future).

Source: http://www.khoahocphattrien.com.vn/news/kinhtexahoi/?art_id=2405

+Kinh Do applied engineering and technology leading manufacturers in Asia,

with the opening and put into operation a new factory in the Vietnam-

Singapore Industrial Park.

+The upcoming merger between the KDC, NKD and Kido will help strengthen

Kinh Do market position and improve the quality of enterprise management

Threat:

Although the traditional business and growing in Vietnam, Kinh Do has faced

threats such as inflation, adverse fluctuations in foreign currency exchange

rates affect imported input materials. At the same time, the domestic financial

markets are volatile complex; especially the stock market and domestic price

situation today is very complicated place: gold price, price of gas.... also affect

the production process and transportation. Also, Kinh Do also faced threats

from local businesses (Tous Les Jours, Paris Baguette, …) such experience in

design and attitude of staff. The products of Kinh Do are simple and are

suitable for Vietnam so the product will bring difficulties for new markets and

create the risk of rejection.

Micro-Envir: – Firm/ Organ. & Int. Factors:

Strength:

There are five important positive points of Kinhdo Corporation. The first

strong point is that Kinh Do holds 40% market share of the confectionery

market in the country. Secondly, Kinh Do have very good distribution

network, the company owns a retail network throughout Vietnam with nearly

40 Kinh Do Bakery, more than 200 distributors and 70,000 retail outlets

confectionery, 335 distributors and 104,000 beverage outlets and 70

distributors and 15,000 retail ice cream and cold foods. Thirdly, the brand

value Kinh Do has built up over more than 10 years is widely known to

consumers. - 13 consecutive years on the list "Vietnam High Quality Goods"

by Saigon Tiep Thi. Next, Kinh Do ranked fourth in the top 10 most famous

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brands in Vietnam; Kinh brand has been associated with the people of

Vietnam. - Product diversification and quality management systems, the ability

to research and development seriously good. Finally, Kinh Do has team of

experienced employees working for multinational corporations.

Source: http://vietstock.vn/2012/06/vi-sao-kinh-do-tro-thanh-thuong-hieu-

manh-36-35592.htm

Weakness:

Beside the strengths, there are several negative points that Kinh Do bakery

should note. Firstly, although Kinh Do is one of the most popular Bakeries in

Vietnam but they do not have delivery service; additionally, there is no space

for customer to eat. Secondly, the essential skills such as communication or

persuading of the staff are quite low. Next, Kinh Do serves only kind of cakes

comparing with other bakeries like Paris Baguette, Tour les Jour or Giral that

they add kinds of drink to their menu such as coffee, soda or juices. Finally,

some common skills such as project management leadership, supervisory,

problem solving and decision problems need to be improve.

Example for a weakness of Kinhdo Company:

According to many article on the Internet or Newspaper showed that although

too many fake Kinhdo mooncakes are sold in the Vietnamese, but Kinhdo still

does not have any solution for that problem.

Sources:

http://www.chg.vn/tu-van-tieu-dung/xem/1497/banh-trung-thu-gia-nhai-canh-

giac-khi-mua-hang

http://nld.com.vn/20100918124833414p0c1014/banh-trung-thu-that-gia-lan-

lon.htm

http://www.vietq.vn/canh-bao/1363-canh-giac-voi-banh-trung-thu-gia-mao-

thuong-hieu

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Competitive Analysis:

Many current snack manufacturing companies are in many different levels.

Therefore, confectionery products are diverse and abundant.

1. Pricing pressure:

When there are many competitors in the manufacturing of the same products,

enterprises are always facing downward pressure on selling prices to improve

competiveness. The promotion policy is a headache issue to the enterprise

management.

2. The quality of the products:

Price is an important issue, but the quality of the product is more important.

Consumers do not accept to spend a lot of money to buy a poor quality product.

The quality of Kinhdo products is more and more focused on food hygiene and

safety.

3. The change in market size:

The current competitive level of Kinhdo on the Vietnamese market is quite

good. However, no one can say that this competition is absoluteness.

The following manufacturers that can compete with Kinhdo:

1. Bien Hoa Confectionery Corporation (Bibica):

Main products: cookie, candy, chocolate, mooncake, malt,... With the aim of

direction to the customers' heath, Bibica has partnered with Vietnam Institute to

research nutrition products for pregnant women, children, people with diabetes

or obese.

Capacity and production technology: hard candy and soft candy are made by

the European appliances. With capacity: 10,000 tons / year, BIBICA is one of

the largest confectionery manufacturers in Vietnam. It is manufactured from

high quality materials, especially malt, so Bibica's candy tastes sweet.

Bibica chocolate products are produced with British technology and equipment.

The annual output is about 600 tons chocolate types. In addition, there are

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others Bibica products: cookie, pie, snack and marshmallows. Bibica provides

about 15,000 tons of confectionery per year.

2. Quang Ngai Confectionery Company:

Quang Ngai confectionery has been known as a superior product over 10 years

with diverse kinds such as: candy types, chocolate, biscuits, cookie, and

crackers. The plant produced nearly 10,000 tons of product types each year.

"Product quality and food safety" is always the first concern of the Company.

Capacity and production technology: Chocolate soft cake was produced by

technology and equipment from Korea (Chocovina). The capacity of Chocovina

line is about 2,500 tons of products. Snack product is manufactured in Taiwan's

technology. Capacity: 1,500 tons / year. Cookies product was produced in

Denmark technologies. Capacity: 5,000 tons / year.

Kinhdo Corporation Bibica Quang Ngai

Confectionary

No Factors important

level

rank Important

point

rank Important

point

rank Important

point 1 Market share 0.12 4 0.48 3 0.36 2 0.24

2 Price

competitiveness

0.05 3 0.15 3 0.36 3 0.36

3 The

breakthrough

product quality

0.1 3 0.3 3 0.36 2 0.24

4 Distribution

network

0.12 4 0.48 2 0.24 2 0.24

5 Effective

Marketing

0.1 3 0.3 3 0.36 1 0.12

6 Customer

loyalty

0.1 3 0.3 3 0.36 2 0.24

7 Financial

Strength

0.15 4 0.6 2 0.24 2 0.24

8 Technology 0.14 3 0.42 3 0.36 3 0.36

9 Professional

management

system

0.12 3 0.36 2 0.24 2 0.24

Total 1 3.39 2.88 2.28

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By analysis of the actual data we can see that the strategy of Kinhdo response very well to the

essential factors for success as expressed by the number of important points is 3.39 which are

higher than that of their two competitors.

Pricing:

There are many good incentives for customers and agents. The currency discount rate for

Kinhdo distributors is higher than its competitors so the expand of the distribution network is

quite easy.

Although raw material prices have increased in the direction of change, but Kinhdo always

carefully balancing the price of each products to be competitive and meet the needs of all

segments of society. Company policy implementation rates for each market segment. However,

According to the content in the article below shows that the current mooncake market, including

Kinhdo mooncake, grows slower compared to previous years because the price is quite

expensive for customers. Kinhdo Company tries to cut the costs of the box in order to soften the

prices, attracting customers in difficult economic conditions. Therefore, I think Kinhdo should

lower the price in order to sell their products and compete with other companies.

http://vietpress.vn/20130807090430948p46c70/la%CC%80m-banh-trung-thu-theo-tui-tien-

khach.htm

Products

One of the most famous brands in Vietnam, Kinh Do Corporation is confectionary

manufacturers top. Prominent advantages compared with another company’s business in

the same industry are diverse industry categories with many different product lines. Some

industry sectors such strong Crackers (with brands such as AFC, Marie, and Cream),

industry Cookies (butter the bread and jam, cake), waffles sector, industrial sector of

fresh bread (bread, flan).

Especially mooncakes products captured 75% market share in the country. They continue

at the forefront of design innovation and product quality upgrading cake. As the result,

sales of Kinh Autumn season are still growing strong despite the difficult economic

context and the tendency of consumers to save. In 2009 which was marked a new media

message about the meaning of Mid-Autumn Festival is the "TẾT CỦA TÌNH THÂN"

and consumers will respond positively to society - With the new packaging design,

beauty and quality improvement. Kinh Do products that consumers use these items as

gifts, but also the words to express are the best wishes in the festival.

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Salted crackers are made from the best imported ingredients using

advanced technology from Europe. Our crackers come in multiple flavors and are

supplemented with Calcium, Vitamin D and E, and fibers, making them the smart choice

of today’s consumers, who demand not only good taste, but also balanced and healthy

diet.

Cream Sandwich Biscuits come with creamy fillings

and many flavors to choose from such as strawberry, chocolate and vanilla

COSY Coconut Butter Biscuits uniquely blend the rich flavor of coconut in each crunchy

bite, making them an irresistible snack!

COSY Mini Biscuits come in small bites but big in tastes, a great choice for the young

and dynamic.

COSY Wafer Rolls with tiramisu, panadus, orange, chocolate, and strawberry fillings are

ideal for sharing with family and giftingE, and fibers, making them the smart choice of

today’s consumers, who demand not only good taste, but also balanced and healthy diet.

COSY Wafer Sandwich is distinct in its flavors and texture. The crunchy wafers

combine wonderfully with 2 layers of creamy fillings bringing about unique and

harmonious taste.

Gatherings of family and friends, or short breaks with co-workers

will be more flavorful if enjoyed with SOLITE. Soft, sweet, and aromatic, SOLITE

sponge cakes are made with traditional recipes from Europe using the most state-of-the-

art technology. Available as swissrolls, layers, and cupcakes, SOLITE cream fillings

include buttermilk flavor, panadus, chocolate, and tiramisu. SOLITE cakes are excellent

choice to show your care to loved ones, or as meaningful gift.

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When the summer heat is raging, nothing is more

gratifying than an ice cream. Get a MERINO! But MERINO does not only quench

thirst, it is also an expression of style and character amongst the young and trendy!

Cake:

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Pie:

Mooncake:

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Although Kinhdo was established in 1993 but the brand Kinhdo remains strong by the

development process, Kinhdo not only focused on the products but they also concerned about the

factors to make the brand. Therefore, their products, especially mooncake, attract many

customers of all ages. Mooncake is the main product of Kinhdo Company that taking traditional

elements as core values and make a difference compared with same products on the market.

Particularly traditional product lines such as: turkey ham, taro, green beans, red beans, coconut

milk and green tea lotus seeds are sold quickly. Kinhdo mooncakes consecutively stays on the

top of the market; the company still improves both quality and packaging design every year. The

Trang Vang Hung Phu products are processed by modern technology with lotus seed Mochi,

Green tea Snow, Butter green beans - a unique combination of tradition and modernity, between

the East and West blends with the French butter, green peas and almonds making up the fatty

flavor.

In particular, with the concern about the customers' health, Kinhdo creates breakthrough for the

mooncakes lines by recipe reducing sweet, the cake is softer, more delicous. It's better for

consumers' health, especially old people.

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Marketing strategy:

With the Cosy and Solite, we not only focus the quality of the products but the packaging box is

also beautiful, can attract many customers, especially young people. We have the program "bốc

thăm trúng thưởng" in every product box with many various attractive gifts like bicycle, mobile

phone, or LCD. Additionally, we spend 2000 Cosy box and 2000 Solite box for the charity with

the message "Kinhdo chung tay góp sức", with this activity, Kinhdo do simultaneously 2 things

that helping the poor and introducing their products to customers.

With the hot weather of summer, this is the change for us to introduce many new merino ice-

cream to customers. We improve the taste and add some flavor of fruit to suit the favorite of

customers. We have a program "ghép que rinh giải" with many gifts.

Community

In the business market, the phrase "that's what you pay" seems to have become evident, such as

the quality of products have similar prices, so customers do not buy a cheap product that

substance high and vice versa. Therefore, the Kinh Do mooncakes notorious eye-catching

design, delicious and safe for consumer health so the price of mooncakes alignment Kinh Do

products is generally higher than the other conventional types. However, the company did not

apply the promotion strategy "crisis" such as "Buy 1 Get 1", "50% off" ... Instead Kinh Do

support customers with a large number individual discount for 2 different kinds of bread and

cakes usually high when buying 5 or more boxes. The discount will vary from year to year, but

generally does not fluctuate much. Above is the discount in the autumn season in 201 retail

Additionally, in autumn 2010 Kinh Do promotions also give special gifts applies to the first 100

orders.

Promotion banners supports 50 and 50 glass cabinets for shops and retail outlets. Besides, the

company combined with the online sales site selling gift card with attractive price: 1 voucher

worth $ 120,000, down 50%, just 60.000VND.

Kinh Do organize special musical show to celebrate Mid-Autumn Festival program called

“TRĂNG TÌNH THÂN”. The SHOW will take place on Monday, 09.12.2011 at 20.30 night (to

15.8 lunar night), Hoa Binh Theater in Ho Chi Minh City with the participation of the singer

Dam Vinh Hung, My Linh, Xuan Phu, Ho Trung Dung Phuong Vy Vo Ha Tram, FM group, the

group Sido ... and the host of two MC Ho Quynh Huong and Trung Dung.

In addition, the show brings together the emotion from the good posts in the written

examination” TRUNG THU GỢI NHỚ TÌNH THÂN” was held by Kinh Do on

www.tettrungthu.vn official website, where people share the same memories associated with the

Mid-Autumn or express heartfelt feelings to loved ones. Thereby tighten intimate relationships,

cherish spiritual values - the beauty of a traditional culture of Vietnam has been inherited in

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modern day life. The show passed the mental state HN2 live on - radio Hanoi and connected TV

directly on HTV9 waves - HCM City television

Every year in autumn, Kinh Do coordinate with concerned agencies, the social organizations

organized social activities program. Funds for the program elements and 10,000 prizes of a total

value of 550 million has been sent to the children in difficult circumstances in the shelter, the

opening house, the elderly in nursing center ...

In the South, more than 7,000 gifts for Kinh Do program works with humane society would like

to bring to the children in difficult circumstances and made fun, warm air. Organized "full-moon

night" show at Dam Sen Park for around 1000 children. In the northern provinces, 3000 prizes

awarded for the program of the social philanthropist unit, donated 1,000 gifts in the Autumn

program of the Fund for Children of Vietnam organization and 500 gifts for Information Society

Program, funded by the golden heart organizations donated 1,500 gifts to the program of the

Federation of Labor of My Hao province, the relief of disabled children in Vietnam and other

concerned agencies.

This year, the company spent 1.8 billion VND, activities Tet care for the poor: Give tickets for

workers, giving gifts to children and tough families for welcome Tết Quý Tỵ new year. The

company cooperated with authorities; social organizations visited and presented 4000 gifts

totaling $ 500 million, donated 800 gifts to children and elderly in the three centers: Village SOS

Go Vap, Central Tam Binh child Protection and care Center sponsored the elderly and disabled

Thanh Loc - district 12.

Practical help thousands of families to welcome spring, Kinh Do Corporation in collaboration

with TW Ho Chi Minh Communist Youth Union, Thanh Nien organization program “Kinh Đô

chở Tết về nhà” donated 2,600 tickets worth 1, 3 billion, bringing the plight workers in Hanoi,

Hai Duong, Hung Yen back home to spend the holidays in the provinces of Lang Son, Mong Cai,

Quang Ninh, Thanh Hoa, Nghe An ... and workers in the industrial zone of Ho Chi Minh City,

Binh Duong, Dong Nai provinces: Quang Ngai, Quang Nam, Binh Dinh, Phu Yen, Ca Mau, Can

Tho, Vinh Long, Tien Giang, Soc Trang ...

12/05/2013 Welcome mother's day ... Kinh Đô gift voucher at 1 dining at restaurants Kaffe's

Time when buy a cake from 400,000 or more ...

They also have program guidelines baking cake and make the smoothies on Facebook

For national day and international Labor Day, Kinh Đô discount 30% for all sandwiches and

cake

Photo Contest "shared memories - Receive gifts of love"

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To celebrate 20 years of establishment, Kinh Do Joint Stock Company organized promotion

"Kinh 20 years - Taste of happiness, fortune age of 20" with a total award of up to 12.5 billion.

The program performs from now until 10-10.

Accordingly, the consumer purchase of any product will receive 1 Kinh lottery vote. Prizes

include: 3 the week "The happiness", $ 2 billion / solution; 240 the week "The pleasure," $ 20

million / solution; 176,000 prize on "The luck" cell phones cards

FEEDBACK

In 5 website we recognize that there are 4/6 feedback are appreciate with Kinh Đô

2/6 felling annoy with service and quality of Kinh Đô

On fan page there are no bad comment for Kinh Đô

http://tnhvietnam.xemzi.com/en/spot/11290/kinh-do-bakery-hanoi

http://tnhvietnam.xemzi.com/en/spot/4865/kinh-do-bakery-saigon

http://diadiemanuong.com/home/f11/%5Bbanh%5D-kinh-do-bakery-cafe-46/

http://www.nicecupofteaandasitdown.com/biscuits/views.php3?filter=117

https://www.facebook.com/kinhdosaigon

Ms. Nguyen Ha Anh, Thuong Village, Me Tri, Tu Liem, Hanoi said: "Cùng chất lượng và trọng

lượng tương đương, giá bánh ngoại bao giờ cũng đắt hơn 15.000 đến 20.000 đồng/gói. Nên hàng

nội bây giờ mẫu mã đẹp, giá rẻ rất dễ thuyết phục người tiêu dùng", chị Anh so sánh.

Ms. Le Thi Phuong Dung Nguyen Phong Sac Street, Cau Giay District, Hanoi, said: "Sau hàng

loạt vụ việc các sản phẩm có xuất xứ từ Trung Quốc gây hại đến sức khỏe nên việc chọn lựa sản

phẩm luôn được người tiêu dùng chú ý đến tem nhãn, tên tuổi nhà sản xuất... Tôi chọn các sản

phẩm uy tín trong nước cho yên tâm. Nếu có thắc mắc về chất lượng hay giá cả thì tôi có thể liên

hệ để được giải đáp".

Ms. Nguyen Thu Huong - candy shop owner, Phung Khoang, Tu Liem, Hanoi, said: "Hiện nay

các DN trong nước đã đầu tư cho chất lượng sản phẩm cũng như chăm chút cho mẫu mã, không

kém gì hàng ngoại, giá lại rẻ hơn hẳn nên đã lấn át hàng ngoại nhập".

“I love this little bakery, for sturdy, honest bread, delightful sandwiches, friendly donuts, and

thoughtful, attentive staff. I get Donkey Kebabwiches to go and eat them by the lake- a perfect

combo.

http://tnhvietnam.xemzi.com/en/spot/11290/kinh-do-bakery-hanoi

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“A crusty baguette may not be a mainstay of Vietnamese cuisine but it is definitely one close

relative, and one which Kinh Do does well. This newly opened bakery sells fresh croissants,

tarts, polos? and cakes, along with pizza, sandwiches and the de rigueur croque monsieur. They

deliver all and have an English menu. Prices are very reasonable and overall quality is much

better than the Korean stepchild 2 doors down.”

http://tnhvietnam.xemzi.com/en/spot/4865/kinh-do-bakery-saigon

“Thức ăn thì không biết thế nào nhưng phong cách phục vụ thì tệ, bước vào hỏi quản lý mấy câu

mà được 1 khuôn mặt lạnh lùng, cảm giác như không muốn tiếp khách, thoi đành phải đi ra,

byebye luôn, không bước vào lần thứ 2 ...

chỗ này ngồi như uống cafe thì đẹp và ok, chứ bánh ăn cũng bình thường hổng được ngon lắm

bánh kinh đô ngon mà giá cả phải chăng không thể so sánh với các loại bánh đắt tiền khác được,

cái này rất phù hợp với học sinh, egg tag ngon tuyệt nhưng béo lắm”

http://diadiemanuong.com/home/f11/%5Bbanh%5D-kinh-do-bakery-cafe-46/

“About the Kinh Do Bakery biscuits you mentioned. They have a website too kinhdofood.com.

You're right, they are Vietnamese. I haven't tried the biccies you mention, but living in Vietnam

they have a poor rep. as cheap garbage and no-one I know buys them. Korea does slightly better,

but not much. Fortunately I have never come across Chinese biscuits. One future tip, I'd steer

well clear of Polish biccies if I were you.

Nicey replies: Actually their website is quite good, and packed with pictures of their biscuits,

which my head (and entire alimentary tract led by my taste buds are advising against), where as

my heart says 'perhaps'. They would probably have to get me semi lashed up on something first,

however, I don't think I could do it sober. Not after the last time.”

http://www.nicecupofteaandasitdown.com/biscuits/views.php3?filter=117

Advertising

Advertising on Facebook: Facebook used to advertise new products or product sales. the feel

about product lines and the sharing of activities for families and communities as a company can

be words of encouragement and support for the product as well as strengthening customer

confidence for the young and for that they also advertise on many popular sites like: 24h.com.vn:

kenh14.

https://www.facebook.com/kinhdosaigon

Potential customers of Kinh Do's and families who have low income. Kinh Do desire to bring

pleasure and happiness in life. The products of Kinh Do have moderately priced and suitable for

multiple layers and can fully meet the expectations of consumers

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Distribution System

Distribution network and extensive sales Kinh Do is an important factor promoting the KDC

revenue growth in recent years. Currently, the Kinh Do product reaches customers through a

distribution system with over 200 distributors, 40 Kinh Do Bakery and 65,000 retail outlets.

Good distribution system, the operator will basically be a catalyst for revenue growth in the

future.

Affiliate Network: Kaffe's Time

Kaffe's Time - European style café restaurant at 21 Cao Thang, District 3

Exquisite in every detail, elegant in style and taste culinary style Western Europe are

factors bring different and unique for Kaffe's Time. Come to Kaffe's Time, you will be

experiencing themselves in a simple architectural space, subtle but equally warm. The melodious

music humming in harmony with unique culinary flavors to bring you the experience sweet and

unforgettable moments of relaxation on your friends and relatives.

Kinh Do needs to build a cafe and cake shop. I think it is a good idea. Kinh Do create a

closed network, they do not link with other businesses. Kinh Do not has much experience in

opening and operating the business in the small shop, they can partner with small coffee shop to

put the product on the main menu. They can cooperate with large companies to serve cake in the

company party. In the small party can serve the traditional cake that would help develop the

country's economy.

Wel Nutrition Company (USA) from the U.S. with the high-tech processes to provide

absolute benefit for children in Vietnam. They developed three main product lines:

PR & Word Of Mouth

"Many people would say that if you want to buy bread to feed or give gifts to your

friends, you should buy Kinh" is the goal that Kinh Do want so widely advertised the product as

they create testing new cake in the store or they introduced at the small cafe to attract customers

The website does not have the feedback of the customer so Kinh Do will have difficulty to

understanding about customer comments. They should design the feedback link and can learn

directly comments customer. They should have banners in many online magazines like

Thanhnien, tuoitre ..... to introduce about many new advertising like “KINH ĐÔ 20 NĂM – VỊ

CỦA HẠNH PHÚC, LỘC TUỔI 20” with many prizes to celebrate for 20 years.

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Alternative Evaluation Including Criteria:

safe solution:

The main source of income is Revenue from the production and processing of food and

providing stable earnings and cash flow to the company, which is the basis for the

development of other business sectors. However, sales also change seasonally. Highest

revenue usually falls in 3rd quarter of the year it’s time Mid-Autumn Festival, the time

consumption of the strongest in years. They need to change and improve many products

like cookies for elderly peoples, they can add moderate amounts of vitamin D that is

suitable for the elderly peoples and luxurious design can make gifts in the greeting party

like the expectancy celebration party. not only for the mid-autumn festival, Kinh Do can

design gifts by orders or the festival occasions with their experience.

My company choose Trung Nguyen café in order to develop brand not only Kinh Do

bakery brand but it also Trung Nguyen café brand. I will give reasons to my company

and Trung Nguyen cafe that can cooperate together.

Firstly, we are affected competition from not only domestic company but also company foreign

such as:

- Kinh Do bakery: Bibica, Hai Ha, Vinabico, cookies.

- Trung Nguyen café: Gloria Jean’s Coffee (Australia), Coffee Bean & Tea (USA), Illy

(Italia), Angel In Us (Korea), Highlands Coffee, Starbucks.

Secondly, our brand are very popular in country (according to Nielson Vietnam, Kinh Do rank

4/10 have most brand popular in Viet Nam). We can use slogan to marketing “Vietnamese give

priority to use Vietnam goods”

Thirdly, to demand customer today, they want to drink café to taste or meeting with friends and

also want to eat cake to help them decrease stress or relax after their time busy to work.

That is why we should cooperate to develop brand domestic.

Less adventure solution:

Kinh Do Corporation was named as community businesses so why do not we expand the

scale the focus on products such as traditional products like that we can promote the

different cultures in the land water for our friends over the world. Nowadays many

foreign companies returned Vietnam for operation and Development, we can create

products with the traditional cake in Vietnam to make gifts of the conference, cooperation

with foreign enterprises to create the traditional product lines that will help Vietnamese

products go further and reach out over the world. Everyone will enjoy the new flavors

from the ordinary cakes. They would like to try and share with friends, so the whole

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world will know about us and find a taste of home. The other hand, we will open up a

bakery with services such as ordering and testing cakes where customers can sit and

enjoy tea flavor in each of pie, additional traditional cakes on the menu as a new way of

life. In modern life, everyone want to find peace for himself in the coffee shops with the

traditional cake - the sweet taste of cakes and bitter taste of tea will bring people into the

new world. Opening traditional coffee shops that will create a new trend for coffee styles

in Vietnam and maintain traditional cultures.

Risk solution:

Kinh Do products have good quality, but if you want to penetrate international markets to

increase export revenues, they can export products to European countries with reasonable

appetites with a combination of border position of Europe and Asia. For example, they

can be combined with the technology of the West to the product, such as the preservation

of the traditional cake is usually not high maintenance time and often have difficulties in

shipping - weather, the process can cause damage and that the product is not fresh - they

can replace some exterior materials to avoid the difficulties of transportation, but also it

does not change the quality of products

Customers:

Customer segment of Kinh Do is the household and the mother who always wanted to

bring joy to the family. In addition, young people are also potential customers of the

business because the products of Kinh Do is suitable for small party and picnics. Young

people who need to satisfy their life by buying the cakes to share with friends in their

spare time. However, they create the link between sellers and buyers that is important

because if there is the link, the seller can understand customer psychology or options

methods of sales promotion suitable for each season and each specific needs