LOTTE Mart Vietnam: Marketing Strategy and Analysis

This document provides an in-depth analysis of LOTTE Mart Vietnam's marketing strategy, including its organization structure, product line, situational analysis, and more. It discusses the company's mission, corporate culture, and community responsibility. The document also covers the 5C's analysis, SWOT analysis, marketing problems and opportunities, marketing objectives, marketing strategy, marketing mix program, financial plans, implementation and control, and conclusion. The subject and course code are not mentioned.

Table of Contents
Execution Summary.........................................................................................................................2
1. About LOTTE Mart Vietnam..................................................................................................3
Organization structure of LOTTE Mart Vietnam............................................................................4
The product line of LOTTE MART Vietnam..............................................................................5
2. Situational Analysis.................................................................................................................7
5C’s Analysis - Customer Analysis.............................................................................................7
Need Analysis..........................................................................................................................7
Decision-Making Process Analysis - 5 stages of consumers’ decision-making process.........7
5C’s Analysis - Analysis of the Context......................................................................................9
5C’s Analysis - Analysis of the Company.................................................................................15
5C’s Analysis - Collaborators and Complementors Analysis...................................................15
Competitive Advantages............................................................................................................16
5C’s Analysis - Competitor Analysis........................................................................................17
SWOT Analysis.........................................................................................................................19
3. Marketing Problems and Opportunities.....................................................................................20
4. Marketing Objectives.................................................................................................................20
5. Marketing Strategy....................................................................................................................21
Segmentation:............................................................................................................................21
Target market.............................................................................................................................22
Product positioning:...................................................................................................................22
6. Marketing Mix Program (include media plan)......................................................................23
Decreasing costs....................................................................................................................23
7ps analysis................................................................................................................................24
7. Financial Plans...........................................................................................................................26
Marketing plans.......................................................................................................................26
8. Implementation and Control......................................................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29
1

Execution Summary
By gaining a deeper knowledge of user behavior and its consumers, Lotte Mart Viet Nam has
evaluated and devised unique marketing programs with the overarching objective of providing
customers with new and complete items. The approach is based on a SWOT analysis and 5C
analysis of the present scenario. The next step is to develop plans that align with client trends and
the present business climate. Thus establishing monitoring and control mechanisms for strategic
marketing planning, such as "market research and detailed audits, target market profiling, and
value positioning." The most crucial component of this strategy is located in the budgeting
section book. Take charge and adopt Lotte Mart VN's strategy for accomplishing its objectives.
2

1. About LOTTE Mart Vietnam
LOTTE Vietnam Trade Center Joint Stock Company (LOTTE Mart) is a subsidiary of LOTTE
Group, the fifth biggest business in Korea. LOTTE Mart, which has been present in Vietnam
since 2008 with the opening of its first location in District 7 (Ho Chi Minh City), is regarded as
one of the country's pioneering international merchants.
After 13 years of partnership and growth, LOTTE Mart Vietnam has successfully opened 14
hypermarkets around the country and is gaining the support and confidence of people as a
destination for excellent shopping. In the future, LOTTE Mart will continue to accelerate its
sustainable growth to realize the LOTTE Group's aim of being Asia's leading retailer.
(InfoCongTy, 2021)
Mission:
With the goal of fostering trust and caring for the health of millions of clients. LOTTE Mart
consistently offers clients a variety of high-quality items.
Corporate culture includes providing workers with skills and a comprehensive health care
program, as well as promoting human values via community service.
Community responsibility: With a commitment to sustainable development in the thirteen-year
journey of accompanying Vietnamese consumers, LOTTE Mart strives to affirm the connecting
role of a foreign business with a methodical development strategy, harmonize business interests
and contributions to the community, and promote the sustainable development of the Vietnamese
economy. (lottemart, 2022)
3

Organization structure of LOTTE Mart Vietnam
- Create a connection between the ecosystem and customers towards a stable and strong
development environment.
- Competition is sustainable, and the focus is on satisfying customers, while improving
operational efficiency, rearranging product groups and business lines in a reasonable way.
- Mentoring employees and providing them with long-term training to build a sustainable support
system and develop their skills and experience.
- Promote effective management, redesign the workforce, arrange a reasonable and scientific
workforce to improve the labor productivity of all employees of Lotte Mart Vietnam.
- Improve and market brands in the market, media brands, promote exploitation of supply and
demand to learn deeply about the product's segment group.
4
CEO
Planning division
management
support division
finance division
marketing
division
PR department
MR team
overseas
headquarter
new business
division
overseas
business unit
Russia business
unit
China business
unit
VietNam
business unit
Indonesia
business unit
Sales
headquarters
EC project team
new business
division
SNO
Design
Department
Prduct
headquaters
MD Division (7
areas)

- Analyze and evaluate the profit, online sales in the next 5 years, and achieve achievements such
as increasing the number of customers, income, increasing opportunities to reach shareholders,
attracting more investment sources. strengthen and expand the scale for Lotte Mart VN
Looking back on the past journey, LOTTE Mart's investment project in Vietnam is considered a
success when it is continuously in the Top of the leading retail giants in the Vietnamese market.
After 8 years of operation, the name LOTTE Mart has become one of the top choices of
Vietnamese consumers with an average of nearly 80,000 visitors and shopping per day
(equivalent to more than 30 million visitors per year).) leads to stable revenue growth of more
than 20%/year. (Tri, 2017)
The product line of LOTTE MART Vietnam
Construction, real estate, banking, insurance, and petrochemicals are just a few of the many
businesses owned by Lotte Mart. It also has operations in the manufacturing and retailing of food
and pharmaceuticals, tourism and entertainment, as well as advertising, media, manufacturing,
non-financial equity, logistics and car rental services. Below is Lotte Mart overall marketing
strategy for many of its products:
Sweets and confections (gum, candy, cookies and chocolates), Carbonated beverages, Coffee,
Salad, Noodles, Rice Cakes, Cooking Oil, Spices. Baby food, fermented milk, juice, and soy
milk), dairy goods (milk, powdered milk, food), and soy milk. Meat, hamburgers, functional
meals, ice cream, wine and juice.
Department shops, discount stores, packaging services, food processing services, wholesale and
retail convenience stores, apparel, supermarkets, and commercial services are examples of retail
establishment. Cinemas Multi-channel, Film distribution and investment, Online shopping
services, home appliance retailing.
Chemical/construction/manufacturing: petrochemical materials, intermediates, synthetic resins,
raw materials for synthetic fibers, and construction project management services. All-in-one
digital equipment, Copiers, Printers, fax machines, scanners, projectors, film, cameras, printing
and imaging chemical development, image development equipment, recording medium, and
digital imaging equipment are examples of office equipment.
5

Tourism: automobile rental, real estate development, hotel, golf course, operation of a shopping
mall, property, management, and financial counseling.
Insurance, Credit Cards, and Other Financial Services
Xylitol, Pepero, Ghana Chocolate, Koala's March, Chilsung Cider, Let's Be, Milkis, Chum-
churum, 7-Eleven are in-house brands. (Team, 2016)
Low-income customers middle -income customers
Food P-M 1
business premises P-M 2
Stationary products P-M 1
financial consulting P-M 2
Low-income customers are often interested in the taste, ingredients and variety of food-related
items and stationery. Here it can be seen that these items are many and have a strong impact on
personal life, that's why people in the lower segment have so much demand.
With average income and above, we can see that they often focus on spending in areas such as
finance and in business establishments.
6
Market
Product line

2. Situational Analysis
5C’s Analysis - Customer Analysis
Need Analysis
Chocolate cake brand chocopie meets the snack needs of children and adults and this sweet also
provides a small amount of energy needed for daily life. This food can be used as a gift during
the holidays or given to the elderly, children, ... usually this is seen as a gift so it also has a
spiritual value. God. For consumers, when buying this item they will be the purchaser, and when
giving it to someone, they will be a good person because this cake is often given with good
intentions. Thanks to this cake, it has helped to bind families and friends together because it is
like a bonding gift, not only to eat but also to give out a feeling of harmony, like how long-time
friends do not. When they meet and when they bring this gift to a friend, they will feel warm, and
when eating it, users will both feel the friendship and intimacy but also the sweet and greasy
aftertaste of the cake, this is what caused users to give positive comments about the cake, not
only in its delicious and nutritious taste, but also in bringing them feelings and intimacy that had
previously cooled down.
Decision-Making Process Analysis - 5 stages of consumers’ decision-making process
Problem
recognition
Information
search
Evaluation of
Alternatives Purchase Decision Post Purchase
Evaluation
When you need to
see your friends
and relatives again
but don't know
what to buy.
Through 3 options
to search for
information about
popular products
that people can
think of: through
information on
selling products
online, advice from
supermarket and
retail staff, and
listening from
customers. close
friends. In terms of
you wonder about
your cake to
choose and start
looking for
comparison and
alternative
solutions, cakes
like delipie peppie
or nice, chocovina.
You find out about
the price as well as
the quality of each
cake to see if it can
you confirm that all
the cakes above are
not equal to
chocopie and you
find that chocopie
also has 20%
discount when
buying the whole
box, after
confirming the
price as well as the
opinion of your
friends, you decide
after purchasing
and testing, you
have given your
own experience or
asked for the best
experience from a
friend to get the
most positive
experience, but, for
negative
experiences, you
should also email
back to the
manufacturer to
7

subjective factors,
the first two
choices are always
influenced more, so
in a survey on
information search,
consumers said that
marketing is often
found in online
stores. Web sites
have accounted for
as much as 45%
and consultations
of supermarket and
retail staff each
accounted for 30%,
which is really not
much of a
reduction
compared to the
first choice,
perhaps that's why.
the user's choice in
the second choice
is understandable.
And finally, 25%
with a referral from
a relative..
be replaced. to buy. give other
perspectives to
improve the
problem.
8

5C’s Analysis - Analysis of the Context
Major Environmental
Factors Affecting the
Business
Impact (positive or negative) Implications for the Product
Line, the Business
Demographic Lotte's four largest markets are
Korea, China, Russia, and
Vietnam. Vietnam is one of the
largest markets for confectionary
goods, with 63 Provinces and
major cities. Ho Chi Minh City
and Hanoi are Orion's primary
targets because to their high
population density, which will
enhance the demand for Choco
pie. According to Worldometers,
Vietnam's population in 2015
was roughly 93 million, and this
number is expected to rise
steadily. The current fertility rate
is 1.77 births per woman, with
an upward trend. Therefore,
children constitute the majority
of the population. As youngsters
Towards the taste of the
common, chocopie cake is not
just a normal snack, it also aims
at an artistic perspective with
young people, moreover being
circulated a lot in life makes it a
an icon. One thing must be
understood that, for many
people, both young and old,
being a spiritual symbol makes
this product more and more
meaningful and spreads
emotions in the most sacred
way. Because of that, the
company's revenue is growing
more and more.
9

like sweets, this will be the
primary benefit for the firm.
Choco pie has been a luxury
product given as a gift on many
significant occasions, such as
Tet holiday, Vu Lan festival,
etc., as a result of Orion's unique
approach in the Vietnam market,
which focuses on the
Vietnamese cultural norm that
people respect their family
members, particularly the
elderly. Moreover, Choco pie
draws customers of all ages,
genders, and professions,
particularly students and officers
who want snacks during their
break.
Chocolate pie is also regularly
served during family gatherings.
Choco pie is reasonably
inexpensive in comparison to
other sweets, attracting middle-
to upper-class consumers.
Economic Similar to the vast majority of
other emerging nations, poverty
has existed in Vietnam for a very
long period. Nonetheless, with
the assistance of government
commitment and political and
economic changes in 1986,
It can be seen that this is a
luxury and high-end product, but
the company's target audience is
not only the rich but also the
middle class. But that does not
change that this is a good
product and always guaranteed
10

Vietnam has accomplished
amazing economic development
and poverty reduction results. In
addition to the country's strong
economic development rate, the
poverty rate reduced from 58
percent in 1993 to 12 percent in
2011. In addition, the per capita
income is around $100. By the
end of 2014, the country's
economy had switched to middle
income, with per capita income
exceeding $2,000 USD.
Therefore, consumer spending
appears to have increased, from
37572 billion VND in 1990 to
2591337 billion VND in 2014;
therefore, if this product is
applied to Vietnam, thanks to
economic policies and strategic
marketing, it will be suitable for
the middle income price range,
and people will be able to
purchase it. As a result, people
are increasingly concerned with
their health, as well as food
safety and cleanliness. Food-
borne illnesses are a burden on
public health and result in large
health care expenses, thus
consumers gravitate toward
the best food safety rules.
Thanks to this, the reliability of
the product in particular and the
brand of the manufacturing
company in general has been
developed more, so that the
country's economy has also been
improved, and the products will
be more and more popular.
wider publicity, and great
economic progress will never be
a distant dream.
11

high-quality food to prevent
health issues. In addition,
customers choose imported
items over local goods because
they perceive domestic goods to
be of inferior quality. This might
be seen as a good indicator for
Lotte Mart, since the group's
sales volume will increase. With
this knowledge, selling the
company's foreign-imported
materials and food safety
certifications will be strategic.
Technological Collective LOTTE Choco Pie
Storytime Event On October 17,
2020, Samanta Ananta M.Psi
was announced as a speaker at
the online fan gathering 2020
organized through the Zoom
app. Child and Family
Psychologist Psychologists and
Ariyo Zidni (Mas Aio)
(Professional Storyteller,
Director of Imaginatory, Co-
Founder and Head of Ayo
Dongeng Indonesia). During this
event, Lotte directed people with
a favorable opinion of the
product and addressed others
with a more suitable opinion. In
recent years, the Internet and
In today's era, the digital
development technology has
helped a lot for businesses and it
is also a bright spot in the strong
advancement of product
marketing to users. What these
technologies mean is leverage so
that new products can be more
easily targeted to users. It can be
said that the costs of investing in
these technologies are not small,
but in the long run, maintenance
costs are no longer a problem,
but smooth operation and an
increasing number of customers
will also help. for return on input
costs will be less, so technology
has great significance for the
12

social media have become a
significant target market for
Lotte Mart in order to enhance
sales.
company's business.
Political
In recent years, Vietnam's
political stability has fostered
development in many
businesses, including the food
and beverage industry.
For the Vietnamese government,
obeying the law and complying
with business rules in enterprises
is a natural thing, so completing
the general rules and obtaining a
license meets the management
requirements. will increase
reliability and ensure
commercial activities.
It can be said that the political
factor in Vietnam has a positive
influence on Lotte Mart, but it is
also the foundation for them to
develop their products
transparently and honestly.
Socio-cultural Spiritual life in Asian
civilizations, particularly
Vietnam, is often summed up in
the two terms "family." People,
for instance, raise their children
throughout the majority of their
life, not just until the age of 18,
but also until their parents reach
old age. For this reason, Lotte
has created a very effective
"Love" campaign to promote the
significance of familial devotion.
According to the ancient
concept, the circle symbolizes
the completeness, fullness in
life, work and money. Because
of this, the chocolate-colored
chocolate cake has gradually
integrated into people's lives as a
common sense even though it is
also a luxury item in itself. By
giving gifts with the concept of
bringing many good things to
the recipient, thanks to this
13

In addition, children reared in
Vietnam following the
implementation of the two-child
policy preferred sweet tastes
more than other youngsters. To
safeguard their children, parents
are very concerned about the
safety of confectionary products.
To maintain a favorable
reputation with consumers,
Orion is dedicated to developing
healthy, nutrient-rich products
that do not include Chinese
ingredients or melamine.
philosophy the company can
take advantage of more good
quotes and create more new
cultural and easy marketing
strategies. easier access to
society.
14

5C’s Analysis - Analysis of the Company
The number of residential customers at Lotte Mart has grown since the B2B business model was
established. To give extra incentives to users, the SPEED LOTTE app and membership card
have also been made available. In addition, Lotte Mart provides a vast array of customized
services for customers with expanding demands.
Lotte Mart has achieved the same quality standards as Emart and VinMart as a result of its
consistent growth over the years. Consequently, there are many options to export and market
products using contemporary technologies. In addition to assisting the retail business, Lotte Mart
VN has established itself as a leading strategic supplier of a vast array of public services and
commodities at competitive prices to a group of professional clients around the nation. LMVN's
mission to providing clients, partners, and consumers with safe, high-quality goods. The
aforementioned data demonstrates that LMVN has excelled its rivals in maintaining critical
warehouses and delivering safe food, hence boosting its standing among consumers.
The establishment and utilization of warehouses as a means of transshipment, distribution, and
storage to provide a broad variety of high-quality items to professional customers swiftly and
affordably via the SPEED LOTTE app enables Lotte Mart to serve consumers with convenience,
speed, and food safety. Holding and distributing a vast assortment of commodities, mostly
frozen, dry, and non-food items, is used to service a vast array of restaurants, hotels, cafés, and
grocery shops of a middle-to-upper-class caliber. This is notably distinct from and not the
objective of Lotte Mart's rivals, other than assisting Lotte Mart in establishing a retail presence
and generating a substantial profit from its merchandise.
According to connected businesses on the 22nd, Lotte Mart Vietnam's 'SPEED L' app for online
delivery service sales have quadrupled in the last two years due to its popularity. The sales
growth rate will be 202,6% in 2019, 142,6% in 2020, and 164,7% in 2021 (January5).
This is because Lotte Mart was the first supermarket delivery service to enter Vietnam. Prior to
that, in 2018, Lotte Mart introduced "Speed L," the first delivery application for the Vietnamese
supermarket business. Using the notion of "Korean-style rapid delivery," it enables purchasers to
The client gets the goods within an hour of making the purchase, furthermore, if the delivery
location is within a 15-kilometer radius of the shop, the consumer may choose a delivery day and
time. Cold storage delivery service using coolers and ice packs has also been used to preserve
product freshness.
5C’s Analysis - Collaborators and Complementors Analysis
Most of Lotte Mart's supply comes from domestic and foreign consumer brands. To ensure that
there is enough supply to meet the needs of customers, LMVN has coordinated with suppliers to
increase the number of important items provided by 30-40% of the plan. In the long run, because
the product portfolio in LMVN is very large, it is necessary to expand Vietnamese products to
15

supermarket centers, especially the southern and northern areas of Vietnam. set. Thanks to the
strict control of the procurement process for suppliers, LMVN's products through distribution to
the retail network have fully met the standards of quality, technology, and specifications.
packing...
There has been a major reduction in the supply of ingredients for MM Lotte market, yet sales of
food and associated goods have gone up because of the company's supply network. Additional
culinary options are offered as well.
In addition, the company's collaborators and adders must realize the importance of their
contributions. Inquiring minds want to know what they can do for the company, and how
important they are to it. Both Lotte Mart and these two professions' high incomes are based on a
commission structure. These people must put forth a lot of effort. Be part of a team effort to
enhance the LMVN. In return for their hard work, they are rewarded and given the chance to
move up in the company. Collaborating and contributing to LMVN is a breeze. They are proud
of their own achievements and want to encourage others to follow in their footsteps. They're
more valued because of this.
Competitive Advantages
Technology: Through partnerships with technology companies, LMVN will incorporate
technology into enhancing the taste of their products as well as producing more new cakes in the
same segment. This has led to the development of competing items that allow consumers to
connect with brands more easily.
Economies of scale: With more products being produced, incur lower costs while benefiting
from profits, to achieve this must improve infrastructure.
Research and Strength: Reviewing the strengths of your product and improving the reviews
around it, there are always new perspectives and LMVN will take a full look at it. Incorporating
technology into improvements is also a strong point if you want to increase revenue.
16

5C’s Analysis - Competitor Analysis
Top Five
Competitors
(Rank)
Current
Annual
Sales
(billion
VND/2019)
Current
Market
Share
(% total
market)
Trend Marketing
Strategy
(Target
market,
Positioning)
Differentiation Factors (Marketing Mix)
Product
Characteri
stics
Pricing
Strategies
and
Policies
Distribution
Channels
and
Methods
Promotion
Activi
ties
 Pie of Hai
Ha
14600 15,11% Omni
channel
consumptio
n - boosting
recovery
Is the choice
for workers,
with the taste
of homeland,
is the food
that helps
users feel
dear to their
homeland.
Affordability,
simplicity of
use, and low-
cost
packaging
Reasonable
price with
low and
middle
income
Often using
social
networking
sites to
promote, the
shipping
process has
not been
tested, and
the
packaging is
not
guaranteed
for product
quality.
Clients get
regular
promos,
weeks of
activities,
and
membership
cubism for
dedicated
customers.
 Lotte Pie
of Bibica
15700 18.5% Omni
channel
consumptio
n - boosting
recovery
Increase
profits with
the segment
focusing on
young
people,
expanding
the market.
Quite popular
among the
upper class.
Simple
availability,
inexpensive
supplies, and
economical
packaging
Reasonable
price with
low and
middle
income
often
advertised
on fairs,
shipping
quality has
not been
tested
Regular
promotions
for
customers,
weeks of
events to
attract
customers,
membership
cubism for
loyal
customers
 Delipie,
Peppie of
Dong A
17500 19,19% Omni
channel
consumptio
n - boosting
recovery
Consumers
are often in
the 30-year-
old segment
or older,
often
targeting
families,
focusing on
large
families, and
offering a
variety of
flavors
a bit difficult
to access, the
ingredients
are quite
expensive,
for the
middle class
and above
the price is
a bit
expensive
and the
marketing
strategy is
still poor
through
news
channels
and
economic
newspapers,
the shipping
method is
uncertain.
Few
promotions,
no
membership
card for
customers.
17

 Nice,
Chocovina
of
Biscafun
21000 22,61% Omni
channel
consumptio
n - boosting
recovery
is a product
of the public,
usually for
photography,
with a fairly
high market
coverage.
The taste is
always
improving
The taste is
good, the
ingredients
are a bit
expensive,
suitable for
middle-
income
people
the price is
right but
the strategy
is still
limited for
users
The
shipping
method has
not been
tested, and
the packing
does not
ensure the
quality of
the goods.
There are
events for
customers
but few,
promotions
are frequent
but difficult
to reach.
 Lotte
Choco Pie
25500 24.59% Omni
channel
consumptio
n - boosting
recovery
focus on the
middle and
upper income
classes.
Create a
difference for
the product,
bring
friendliness
in the
perception of
customers.
Good
ingredients,
easy-to-see
product, solid
packaging,
suitable taste
and
reasonable
price
affordable
price,
friendly
strategy
often
promoted on
many news
channels,
fairs, social
networks.
The
shipping
process is
guaranteed
to the user's
hand.
Consistent
incentives
for
customers,
weekly
activities to
entice
consumers,
and
membership
cards for
brand-loyal
clients.
Lotte Choco Pie's primary target market is the family demographic. Consistently, Lotte Choco
Pie's communication and marketing strategies and activities will target the family market,
particularly mothers and children. The corporation consistently prioritizes corporate social
responsibility. Today, the retail business in Vietnam faces increased competition from other
major firms. The table above indicates that LMVN's top four rivals are Biscafun, Hai Ha, Bibica,
and Dong A. (dan, 2017)
In terms of product distribution and supply process, Lotte Mart VN has sketched out its curve, as
shown in the table above, despite the fact that it has met just a handful of the requirements listed.
Today, LM Vietnam has satisfied the requirements of the middle class and above for cakes made
from secret recipes. To further strengthen its position, Lotte Mart Vietnam must adopt discount
and commission programs and incentives with its suppliers.
In terms of food safety certification and how materials are delivered, Lotte Mart VN has
surpassed its rivals by a considerable margin. Additionally, Lotte Mart VN is widely used in
online applications. After the effect of the pandemic on quality, environment, and prices, it is
evident that companies are undergoing good transformations; thus, it is inadvisable to be
subjective and the demands of the consumer must always take precedence. Keep your head up.
18

SWOT Analysis
Strength Weakness
Popular brand among children
and parents,
Vietnam is Orion’s third largest
market.
Good quality and taste.
Reasonable price.
Youths population takes up a
large
percentage of Vietnam
population, therefore
providing a large potential
customer base.
19

Attractive working environment
that helps
company hire good workers and
contemporary workers have
incentives to
work hard.
Can become too dependent on
redistribution
company (A Long).
Bad images to local farmer as
the company
only uses imported ingredients.
Target customers including
Children and
20

Teenagers, who are not loyal
customers, which
means the company needs to
spend excessively
on advertising to keep kids
interested.
Opportunity Threat
Improve more meaningful
advertising
campaigns.
Rural markets could be
explored.
Cheap cost of production in
Vietnam.
21

The opening of convenient store
chain
leads to better distribution
opportunities.
Increasing income of population
meaning
possibly higher sales as the
proportion of
income spent on snack has
become smaller,
customers are more willing
spend.
The change in consumers
culture may help
22

promotes more effective
advertising and
campaigns
Losing market share to other
growing
competitors.
The material of wrappings may
harm
environment which may cause
protests from
natural activist group.
Strength Weakness
Popular brand
among
children and
Can become very reliant on distribution firm.
As the corporation primarily employs
imported ingredients, it has a negative
reputation among local farmers. Children and
Teenagers are not loyal clients, thus the
corporation must invest heavily in advertising
to maintain their attention.
23

parents,
Vietnam is
Orion’s third
largest market.
Good quality
and taste.
Reasonable
price.
Youths
population
takes up a
large
percentage of
Vietnam
population,
24

therefore
providing a
large potential
customer base.
Attractive
working
environment
that helps
company hire
good workers
and
contemporary
workers have
incentives to
work hard.
25

Popular brand
among
children and
parents,
Vietnam is
Orion’s third
largest market.
Good quality
and taste.
Reasonable
price.
Youths
population
takes up a
large
26

percentage of
Vietnam
population,
therefore
providing a
large potential
customer base.
Attractive
working
environment
that helps
company hire
good workers
and
contemporary
27

workers have
incentives to
work hard.
Popular brand
among
children and
parents,
Vietnam is
Orion’s third
largest market.
Good quality
and taste.
Reasonable
price.
Youths
28

population
takes up a
large
percentage of
Vietnam
population,
therefore
providing a
large potential
customer base.
Attractive
working
environment
that helps
company hire
29

good workers
and
contemporary
workers have
incentives to
work hard.
Lotte Mart is a popular brand among children
and parents in Vietnam, franchising with the
company can help increase the image value of
the product. The product's excellent quality
and taste at a reasonable price can generate a
significant number of loyal customers since a
significant portion of the Vietnamese
population is young. The friendly working
atmosphere encourages modern workers to
work diligently and enhances the company's
ability to recruit talent. Moreover, Lotte mart
has also expanded its business relationship
with online shopping applications to expand
its business market share. (24h, 2017)
Opportunity Threat
Improve more
meaningful
advertising
Losing market
share to other
growing
30

campaigns.
Rural markets
could be
explored.
Cheap cost of
production in
Vietnam.
The opening of
convenient
store chain
leads to better
distribution
opportunities.
Increasing
income of
competitors.
The material of
wrappings may
harm
environment
which may
cause protests
from
natural activist
group.
Losing market share to other growing
competitors.The material of wrappings may
harm environment which may cause protests
from natural activist group.
31

population
meaning
possibly higher
sales as the
proportion of
income spent
on snack has
become
smaller,
customers are
more willing
spend.
The change in
consumers
culture may
32

help
promotes more
effective
advertising and
campaigns
One advantage of Lotte Mart is that by
improving the efficiency of its advertising
efforts, it has enabled natural market
discovery and reduced production costs in
Vietnam. As the percentage of spending on
snacks is decreasing as the population grows,
consumers are more willing to spend,
resulting in increased sales. A shift in luxury
consumption culture can lead to more
successful marketing and advertising.
Vietnamese youth in today's life attach great
importance to rituals, so approaching this
chocolate cake brand will create an
opportunity to attract attention from these
users. Moreover with this product, they
provide the user with a certain system of
reasonable nutrients and leave a very
satisfying emotional aftertaste.
3. Marketing Problems and Opportunities
The Covid pandemic has severely affected the means of transport as well as the economy of
businesses and suppliers, so after the pandemic, the demand will increase even more, and we will
face many challenges. many disadvantages in regulating it and bringing its products to
customers, moreover competing with other companies will be more and more complicated by
other factors arising. For example, we lost supplies, other companies took advantage of the
market and successfully applied marketing methods, etc.
33

On the other hand, the problem of transportation is also hindered because after the pandemic,
everything increases. But having customers from the middle class and above can partly help
maintain high income and expenses, from which the company gradually recovers capital and
improves the economy. By identifying market niches, implementing competitive pricing
strategies (e.g. increasing and decreasing prices depending on market price and product supply)
and creating responsive experiences for potential customers. mid to high income potential, a
company can expand its market share and determine its business advantage in the market.
4. Marketing Objectives
 Lotte Mart VN is planning to produce and collect more different types of products in the
same segment to satisfy many segments at the same time. Especially in Chocopie cakes
will expand the flavor and color to stimulate the taste of the user. This is towards the goal
that Lotte Mart will make chocopies become the most sold product in the next one year.
 In terms of sales, Lotte Mart will meet an increase of more than 5% in 2022 compared to
2021, and marketing costs will also increase by 2-5% to ensure product marketing
quality.
 In 2022 to 2025, based on profits from selling chocopie products and other retail
products, will expand from 14 to 18 supermarkets to expand market share and enhance
opportunities in competition. business.
 Provide more new services to better meet customer satisfaction
 Increase market share of Lotte Mart in Danang more 5% within 1 year.
5. Marketing Strategy
STP Analysis
Segmentation:
chocopie cake
34

Demographic segmentation Age: focus on customers aged 20-50 years old
Gender: all gender
Income: focus on customers have middle and
high income
Religion: all religion
Ethnicity: all nations
Psychographic segmentation Social status: focus on customers with
medium and high social status
Interests: has a hobby of visiting many places
and often sending gifts to relatives and friends
Lifestyle: focus on a group of customers with
a liberal lifestyle who are willing to spend a lot
on an expensive product. focus and group of
customers with healthy lifestyle
Geographic segmentation Location: Vietnam
Language: Vietnamese and English
Urban, suburban and rural: focus on
customers in all regions.
Behavioral segmentation Spending habits: The product will focus on
marketing to customers with liberal spending
habits
Purchase frequency: low but uniform buying
frequency every year
35

Target market
As for the targeting in the market, focusing on the target segments is also the key to the success
of the chocopie product line promotion plans. In the future, in order to survive in the complex
and competitive market, the company will promote marketing messages and product marketing
methods to attract awareness from users. In addition, the target market will be divided into
standard classification according to income levels and lifestyles, so we will solve the problem of
choosing the target market in customers. Although, this is a product with a high-end segment, but
because of the desire to access a large market demand, the company has dispersed to the group of
customers with good and high middle income, because It also corresponds to traditional, neo-
traditional and oceanic lifestyles. Regarding market targeting, in the geographical segment,
having many locations across Vietnam has helped Lotte Mart VN to distribute products to users
the fastest, which also helps Shipping cost savings become more positive.
Moreover, the target group of the chocopie brand that Lotte Mart wants to reach the most are
those who are looking for a snack but full of additional energy, those who want dessert after a
meal, those who want to use it. Using products to give gifts to relatives, friends... thanks to these
criteria and will affect the price and price of the product to suit customers.
Product positioning:
Competitive advantage in positioning:
- Product differences: cakes are refrigerated, pasteurized, quality is always stable. Logo and
brand name are linked consistently and impressively through the circular and star symbol that
blend together to reach the top.
- Chocolate cake product line with eye-catching appearance and reasonable price, but located in
the high-end segment to help attract consumers.
- Positioning based on product attributes and product benefits to customers: A cake when hungry
will help you increase work efficiency, help your morale improve a lot with soft cake layer and
candy layer. delicious chewy.
36

6. Marketing Mix Program (include media plan)
Marketing objective Strategies Tactics
increase by 5% in sales
by 2022.
- Reach customers
through posters outside
supermarkets and
reduce product prices to
attract consumers.
-Design banners, apply
banner ads in the center
before the holidays
-Apply discounts
through discounts
- Let customers try the
product in front of the
counter
Positive customer
reviews are rated five
stars 20% more than
last year
-Updated the interface
of the lotte mart app,
making it simpler and
more modern
-Post product offers on
the front pages
-Offer winning games
to promote product
images to users
-Re-improving a more
professional and
dynamic working
environment for
employees
- Looking for a good
designer
- Apply employee
management programs
such as CRM
37

Decreasing costs -Make reasonable
agreements with
suppliers
-Change the operational
efficiency of the
marketing department
such as offering other
methods of reaching
consumers such as
going to VIP customers'
homes, giving gratitude
gifts along with a few
boxes of Chocopie
cakes as a gift. Thanks
for what they bring.
-Applying digital to the
work environment
- come up with simpler,
more effective long-
term initiatives -
improve working
environment
-Negotiate with
suppliers
7ps analysis
7ps analysis chocopie cake
product  The product is packaged in a
rectangular shape with meticulous and
eye-catching borders.
 Through ordering on online
applications that can be easily picked
up at home, this significantly expands
sales.
 The cake only has enough calories for
a cup of rice, so the nutritional content
of the cake will not make you obese.
price By pricing to target user psychology, we
will usually reduce it from 159 thousand
VND to 154 thousand VND or it will be
159 thousand nine hundred and ninety
nine VND
The reason the price of the product is so
38

average is because this is a new product,
and when advertising in reality, Lotte
Mart has reached people living in rural
areas to urban areas, moreover online.
they also invite famous faces in the
youth to promote the product to many
classes of users, so the price of 154
thousand dong is reasonable enough for
a high-end product for both middle- and
high-income people. . This is necessary
for the development of a new and
potential product such as chocolate
chocolate cake.
place In terms of approach, we will reach
customers directly at the supermarket or
through the supermarket's online
application.
We also sometimes distribute our
products to retail stores in the vicinity
promotion  We understand that advertising is an
important thing, so we will hang
banners and posters in crowded places,
at the same time we also post
information about the benefits of the
product to the customers. customers on
social networks such as facebook,
Instagram.
 On the other hand, we also look for
prominent faces in the entertainment
industry and hire them to advertise our
products.
people  Invest in employee training in online
services, where interpretation reinforces
both the product's fundamentals and its
meaning.
 Offer bonuses, vacation time for
successful marketing activities for
employees
process  Chocopie products are always available
in conspicuous places in official
39

supermarkets
 Supermarkets also create a delivery
process through online applications,
when orders are automatically received
and sent, customers will receive goods
from the nearest supplier's warehouse.
Physical evidence  Products are arranged in a horizontal
row near the entrance so customers will
easily recognize them.
 Staff when seeing people entering the
gate also enthusiastically introduce
products to users.
7. Financial Plans
Media plan
Our marketing plan will be based on the above analysis:
First, we will promote our products by placing an order on the aisle near the entrance, as well as
feature the product in the featured products section of the online app. Besides, we also target
customers in other urban areas by hanging posters and banners promoting products in city
centers.
Regarding social platforms, we will contact influencers in social networks like facebook or
instagram and hire them to run ads. Especially on youtube, we also hire a few famous streamer
faces to promote products to increase sales.
Finally, we will introduce new marketing strategies such as offering samples of our cakes at the
counter, prioritizing presenting our products on the front page of online ordering apps, and more.
Here is the cost plan for a year:
1.Based on hanging banners and billboards on city centers:
Cost Frequency number of ads 12 months
5 500 000 VND/ 1
month
12 consecutive
months
50 3 300 000 000 VND
40

It is expected that with these 50 billboards in the first 12 months, it will be divided into 20
billboards that will be hung in rural areas, less populated areas and the remaining 30 signs will be
hung at the center, children major roads, cities in urban areas of grades 1, 2 and 3.
2.By hiring influencers to advertise the product:
Celebrities Cost Frequency Total cost
per month
Trấn Thành 20 000 000
VND/1 video
2 videos in the
first 2 months
40 000 000
VND
Hà Linh review 10 000 000
VND/1 video
3 videos in the
first 2 months
30,000,000
VND
The total budget that we need to implement this marketing plan will be 3 370 000 000VND.
Through this marketing plan, we estimate that, expected to sell at least 15000 products next year,
sales in one year will be 2385 million VND.
To clarify this reliability, I relied on the ROI calculation formula:
(((total cost of goods sold)-advertising cost)/ advertising cost) then multiply by 100%
From there we get the number 0.708. With a positive index, it has been shown that with 1 million
VND of expenses, at least 0 million 708 VND of profit will be recovered. This means that the
marketing plan has been successfully applied.
8. Implementation and Control
Measurement: the number of target customers that reach the ads
Measurement: the number of customers who purchase and the percentage of monthly profit
Object: Improve the working environment and professionalism of employees
Measurement: the number of employees feeling satisfied in the survey
Object: Make customers feel that this is a need and should buy product
Measurement: Gives sales numbers on good days and bad days
41

Conclusion
Through the report, we have assessed that marketing is one of the successful areas that greatly
contribute to promoting the value of a product, so that we can review and complete the general
tasks. , the role is outlined in the article. On the other hand, Orion's chocopie product is feasible
when it is included in advertising and accessible to customers at Lotte Mart VN, it also shows a
new perspective to suppliers, customers and partners. competitors in the analysis of marketing
strategies. It can be said that Lotte Mart VN has achieved its marketing goals through its high-
end product line, all thanks to the comprehensive marketing strategy outlined in the article.
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