Detox bar - cold pressed juice

DETOX BARC O L D P R E S S E D J U I C E
Retail Management
Prof. Nguyễn Hương Giang
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TEAM MEMBERS1. Phạm Quốc Định - BABAIU15191
2. Đinh Phạm Kiều My - BABAIU14154
3. Võ Ngọc Thảo Nguyên - BABAIU14175
4. Huỳnh Minh Nhật - BABAIU15044
5. Hoàng Vũ - BABAIU14354
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T A B L E O F
CONTENTS
0. Members’ Performance Evaluaitont..........................................4
1. Executive Summary................................................................5
2. Situation Analysis...................................................................6
2.1. Market Summary.................................................................6
2.1.1. Market Needs..................................................................6
2.1.2. Market Trends..................................................................7
2.1.3. Market Growth................................................................7
2.2. Market Analysis .................................................................8
2.2.1. DESTEP Analysis..............................................................8
2.2.2. Five Forces Analysis:........................................................9
2.3. Competition......................................................................10
2.3.1. Competitors analysis:.....................................................10
2.3.2. Competitive Matrix.........................................................11
2.5 Product Offering................................................................14
2.6 Competitive advantages......................................................15
2.7 Keys to Success..................................................................15
2.8 Critical Issues.....................................................................15
3. Marketing Strategy...............................................................16
3.1. Mission............................................................................16
3.2. Marketing Objectives.........................................................16
3.3. Financial Objectives..........................................................16
3.4. Target Markets..................................................................16
3.5. Positioning........................................................................16
3.6. Strategies.........................................................................17
3.6.1. Product:.........................................................................17
3.6.2. Price:............................................................................18
3.6.3 Place..............................................................................19
3.6.4 Promotion.......................................................................20
3.6.5 Physical Evidence ...........................................................21
3.6.6 Process...........................................................................22
3.6.7. People...........................................................................23
3.7. Marketing Program...........................................................23
3.8. Marketing research...........................................................25
4. Controls...............................................................................26
4.1. Organization....................................................................26
4.2 Contingency Planning.........................................................27
5. Financials............................................................................28
5.1. Break-even analysis...........................................................28
5.2. Sale forecast.....................................................................29
5.3. Cashflow..........................................................................31
References...............................................................................33
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Number Name Student’s ID Contribution
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2
3
4
5
0. Members’ Performance Evaluaiton
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Detox Bar is a start-up about cold-pressed juice, which brings to customers in
Ho Chi Minh City a unique and interesting experience through creatively mak-
ing their own nutritious and healthy drink by their own styles as well as showing
our passion about bringing better health to people from inside.
Our start-up team include 5 people who have experience in Marketing, Media
and Finance. So, Detox Bar’s will be owned by our team with the initial invest-
ment is 400 million Vietnam Daong . Detox Bar will be organized as a sole pro-
prietorship , wholly owned and operated by our team.
The purpose of this plan is to clarify juice market situation, the competitors, the
resources we have, our products we offer and the strategies to launch marketing
plan as well as achieve our business objectives.
People nowadays tend to choose food and beverage with organic ingredient that
gain hygiene and health amelioration and avoid those contain preservative, sug-
ar, artificial color and flavor. Specifically, we target on health-conscious group
who from 20-35 years old in working class have busy lifestyle. Even though cold-
pressed juice is a niche market, it is still becoming more prominent among con-
sumers who are health-conscious and require healthier juice drinks and many
direct competitors appear. The key points about this part will mention its main
competitors, also the analyzation about other company’s strategies have been
explained.
This marketing plan also aims at allowing understanding of critical marketing
aspects of Detox Bar cold-pressed juice like the SWOT analysis and the Market-
ing Mix (4P’s) and other marketing activities.
At the end of this report, we will show how our start-up organized, also, fi-
nancial situation, how to control, measure and how far it can enter, grow and
expand in the market.
1. Executive Summary
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2. Situation Analysis
2.1. Market Summary
Target markets:
• Health conscious
• Really thirsty
• Fitness
1. Geographic Factors
Detox bar has set geographic tar-
get area. Company will reach cus-
tomer mainly in Ho Chi Minh
City, especially in center area by
the Internet and domestic deliv-
ery services. The total targeted
customer population is 8.224.000
users
2. Demographic Factors
Juice users tend to be around 16 to
35 years old
Of the user who are from 20, 58%
have an undergraduate degree or
substantial undergraduate course-
work among working class in
HCM city (2016). The adult users
in the middle income class have a
median personal income of $714
per month or more. In addition,
62% of middle income class are
connected spenders – who usual-
ly connect with the Internet and
willing to spend a lot.
3. Psychological Factors
People who in the working class,
active multitasks, high healthy
conscious and want to find a solu-
tion to healthy life.
4. Behavior Factors
Juice user want to drink their
juice in cooling without more
ice, they also want to enjoy with
their friend rather than drinking
alone.78% user choose juice for
quenching their thirst. However,
the really thirsty group prefers us-
ing milk-based drinks and drinks
containing caffeine rather than
fresh juice. Users enjoy fitness ac-
tivities are different from healthy
conscious group since they not
seek for healthy meals or drink,
they seek functional benefits of
beverages or endurance activities
like gym, swimming for losing
weight.
While the healthy conscious
which account for 86%, they con-
sider about more vitamin and nu-
tritious ingredient in their healthy
meals and drink. In addition, they
are quite loyal to brand that have
reputation for providing health
benefits and highly involved in
the purchase decision, but can be
attracted to a new brand on ratio-
nal health benefits – often com-
municated through packaging or
in-store displays. There is equal
ratio between male and female
users in usage rate, around 50%
male and female using juice at
least 1 times per day.
2.1.1. Market Needs
More than half of both genders
consume at least once per day, and
23% of the rest have lower level
around 2-3 times per week. 80.5%
of participants who is called as
Economic Buyers decide to buy it
directly at stores or retailing loca-
tions for own themselves. Things
that strike consumers as the most
are taste, amount of vitamins and
calories, reliable brand name,
recommendatory qualification.
External factors are usually at-
tributable to influencers who are
friends, colleagues, entrepreneur
representative; those who affects
their behaviors and conscious-
ness’s. In some cases, KOLs or hot
fan pages also plays a role in this
situation.
According to criteria in buying
a fruit juice product, there are 4
main results:
• Health Orientation
• Price Consideration
• Package Consideration
• Reliable Brand Selection
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2.1.2. Market Trends
People incline to choose nourishments with organic
ingredient that acquire hygiene and health ameliora-
tion and avoid those contain preservative, sugar, arti-
ficial color and flavor.
Segment of bottled fruit juice has leveled off in the last
3 months, which is overtaken by immediate consumed
fruit juice. Consumers are engrossed in a diversity of
flavors. So, cold pressed juices have caught attention
among consumer groups because of their high nu-
tritional values with healthy ingredients, it leads im-
proved traction and buying over premium natural
juices to a result in improved sales of these products.
2.1.3. Market Growth
Beside what we have discuss in Destep ( economic) and Five Forces anal-
ysis,non- alcoholic beverage is a potenntial market which annual rapid
domestic growth rate is 6-7% (Euromonitor). Fruit beverage segment
currently makes up for 10.91% of the total FMCG market, which includes
fruit juice.
Health Orientation criteria evaluates elements that relates to robustness with an average score at 4.05 points.
Your Business Economic Buyers
Distribution
Channels
End Users
Influencers
Model to define market need/ demand
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2.2. Market Analysis
2.2.1. DESTEP Analysis
With Destep analysis, Detox bar can understand macro factors that influence the company and figure out the
opportunity in healthy juice segment.
• Demographic aspects:
Healthy lifestyle has been a trend of young generation for a while. With the help of internet, they’re well informed
and always stay up-to-date; so a new, healthy and fancy beverage like Cold pressed juice will not go under the
radar. Combined with Vietnam’s young demographic, it’s a promising market for Cold pressed juice. According
to statistic, middle class in Vietnam is rapidly increasing which will double to 33 million people, about a third
of the population, between 2014 and 2020 (Nikkei Asian), which suggests increasing market demand for Cold
pressed juice since this class contributes most to the sale, considered its size to the Upper class.
• Economic aspects:
As Vietnam’s economy is growing stably with the increase in GDP 6,3 % compared to 2016 , followed by quality
of life. Thus, people are looking for a higher standard in everything, including drinks. And all the numbers are
suggesting that the economy would continue to grow fast. This ensures that the Cold pressed juice market will
continue to grow as it’s perceived as a high-class healthy juice. With the right marketing approaches, the healthy
juice market is predicted to grow fast.
According to Kantar World Panel, fruit juices is the boom-
ing industry in 4 biggest city with up to 23% growth in vol-
ume. Ensuring growing demand for Cold Pressed Juice.
Online business is booming in Vietnam, which close-
ly associated with increasing online purchase behavior. Viet-
nam ecommerce - the fastest growing globally, with the annual
growth rate is 35%, more than 2,5 times compared to Japan. In
addition, there is a rapid increase of e- commerce from 5.4 per
cent to 8.8 per cent in four cities in the last year alone (2016). So,
this is an opportunity for Detox Bar to conduct our business bar
since our strategy focuses on online.
• Social aspects:
Ho Chi Minh is a rushing city. For many people here, time is
money. And that is where instant beverage shines. Convenient and healthy is the perfect combo in a product for
these people since the time for their own hand-made juice is a luxury.
• Technological aspects:
Although Cold pressed juice is not new to developed countries. It’s alien to Vietnamese and is perceived as a
product made from latest technology which helps retains more nutrition in fruits than others juice-making
methods. This help make Cold pressed juice a premium product and can be set at a higher price. The internet has
passed its booming period and is well established across the country, accessible to most of the population. One
of the best things the Internet does is spreading negative news, “dirty” foods/drinks is of course on the radar,
making people become sensitive in term of foods and drinks. This would stimulate people to seek high-standard
products, which benefits Cold Pressed Juice.
Besides that, Vietnam e-commerce market has significant increase in recent years; in 2016, In 2016, the percent-
age of shoppers via the e-commerce market has increased from 5.4% to 8.8% in Hanoi, Ho Chi Minh City, Da
Nang and Can Tho. Not only that, the number of online shopping transactions is three times more valuable than
offline. This oppotunity enables for Detox Bar to expand our business on online flatform besides the offline store.
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• Ecological aspects:
“White polution” – polution caused by plastic materials is a headache problem in Vietnam. As the plastic and
nylon consumption have dramatic increase; especially, in Ho Chi Minh, about 60% of rubbish is nylon and
plastic package which is daily consumed (Department of Natural Resources and Environment), consumers
have pay more attention to those eco-friendly materials, which lead high demand in eco- friendly consump-
tion on package instead of using plastic nylon, plastic straws- about 80% of consumer are willing to pay more
for those product that is friendly with environment (Nielsen Vietnam,2017).
• Political aspects:
There is not much effect that political environment affect the juice market. One thing can consider is that the
Ministry of Industry and Trade intend to require online business to register their online shop, also apply tax
on this type of business. So, it may be harder for Detox Bar to conduct online business since the tax is pay
twice- online and in store.
2.2.2. Five Forces Analysis:
The Five Forces model are using in this report to analyze the competitive environment in juice segment and
help us to set the suitable strategy
• Supplier power: Low
The bargaining power of the suppliers is low. The reason is that there are many big fruit suppliers in the coun-
try, especially in Ho Chi Minh City, Southern areas such as “Cau Dat Farm”, “Minh Anh”, and “Kim Hang Luc
Ngan”, etc. Abundant supply, suppliers provide seasonal fruits as well as year round fruit. They directly buy
fruit and vegetable from farmers. These are organic fruits and meet “VietGap” standards. Their market share
is quite stable and large. The fruits and services of the suppliers are similar in form and quality. The switching
cost is also low as we can change other providers when the old provider does not meet the standards and re-
quirements. In addition, we can also directly buy fruit from the orchard, they also meet the quality of products.
Therefore, we have a lot of choices about suppliers.
• Buyer Power: Medium to High
Demand for clean products in recent
years tends to increase. Vietnamese
consumers are more concerned about
their health and looking for healthy
drinks that can balance their busy life-
style and dietary habits. The products
are manufactured with the criteria:
time saving, nutrition, health have ap-
peared on the market, which quickly attracted consumers. However, there are many competitors in selling this
product with variable price, so customers have more choices for themselves with the products and services
that suit them. With low conversion costs, customers lose almost nothing if they want to switch to using an-
other vendor’s product. Therefore, this stage negotiates of buyers from medium to high.
Pressure from distributors is also relatively high because of large orders. However, it will decrease as loyalty
decreases.
• Threat of New Entry: High
The beverage market in Vietnam in recent years has grown rapidly with the trend of increasing consumption
in the beverage category from natural fruits. The Ministry of Industry and Trade forecasts fruit juice and
vegetable market to reach 6 billion liters in 2017, as consumers are increasingly interested in natural fruit
juice products. According to the VBA survey, due to strong local market demand, most beverage companies
said “they will increase output by 20%compared to 2015, Fruit Juice uses fresh fruit. Although the fruit juice
segment will continue to grow at an average annual rate of 17.5% in the next five years (2020), market share
is at risk of being shared with new producers. However, the absolute advantage of the cost of production may
arise from the technology of production, due to long experience in the industry, due to labor costs, low raw
material costs. This is a difficult barrier for adversaries to join. The loyalty to the long-standing brands such
as Vfresh of Vinamilk also makes it difficult for new entrants to compete in the market. Economies of scale,
long-standing companies will have advantages, the new entrants will be disadvantaged in terms of high costs,
gain little profit.
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• Threat of Substitute Product: High
In the juice industry, the threat from alternative products is high as it is a popular item. Customers are more
selection by businesses which are in the same industry and provide similar products. Or other businesses of-
fering products like tea, soybeans that can cool the body, reduce fat, make beautiful skin, for example, Orange
pressed Vfresh of Vinamilk Company is favored and used most, occupied 70.0% is what cold pressed juice
should be worried. These types of products affect cold pressed juice.
• Rivalry among Existing Firms: High
As mentioned above, cold pressed juice has many competitors in Vietnam market. The number of current
competitors in the industry is significant. Demand for clean products is increasing, and businesses are paying
attention to this need and improving their products. In addition, they are strong in communication for the
product through traditional channels as well as in social media. Because there are many competitors in the
market, businesses are increasingly trying to meet the needs and serve customers in the best way. This shows
that the competition among rivals in this industry is high.
2.3. Competition
2.3.1. Competitors analysis:
• Indirect competition from tea, condensed juice and milky fruit juice:
According to recent research conducted by W&S Co., Ltd, the number of consumers chose fruit juice and
milky fruit juice reaches 62.0%. There are many famous brand in the market with high quality like Nutriboost
(Coca-Cola), Lif (Love’in Farm)...
In addition, condensed juice also considered as our indirect competitors such as Vfresh (Vinamilk) which is
the most popular brand in Vietnam (70%) (W&S,20105), Number 1 Juice (TanHiepPhat),
which are believed to be widely consumed as well as global companies’ products like Minute Maid (Coca-Co-
la), Tropicana (PepsiCo), Twister,...
Besides milky and condensed fruit juice, Tea also viewed as threatening competitors for cold pressed juice as
well, which account for 36,97% market share in berverage (2014)
• Intense competition from existing cold pressed juice
Global cold pressed juice market is expected to grow at a CAGR of 7% by 2022. (January 24, 2017) Cold-
pressed juices are becoming more prominent among consumers who are health-conscious and demanding
healthier juice drinks. It leads many direct competitors appear such as Ep, Mandala Juice,...are considered our
main competitors which invest a lot in building brand image via marketing effort, promotion on Facebook
advertising, Google adwords, PR article,.. These brand have some competitive advantages: having expert in
health and food industry in founder’s team who can host related events in some brands; diversity in juice
range with reasonable price; having visual attracting via product packaging, images on website and Facebook;
providing well-designed atmosphere in stores and having exclusive recipe in each type of juice.
It can be concluded that cold-pressed juice market in Vietnam is facing with intense competition from indi-
rect and direct competitor in the mature market. However, there is a gap in juice market that Detox bar can
enter is the favor customization which no brands offer. By figuring out the market gap, this is a great opportu-
nity for Detox bar success in the juice market.
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Product Price per bottle Topping
Flavor Cus-
tomization
Juice
range
Attractive
package
design
Healthy
factor
Detox Bar
medium to high
60,000 - 120,000
VND (250-325ml)
high medium high
EP
medium to high
60,000 - 120,000
VND (330ml)
low high medium
Mandala Juice
high-
300,000 VND
(350m)
medium medium
VFresh
low-
40,000 VND
(1000ml)
medium high
Twister
low-
9,000 VND
(455ml)
low high
Minute Maid
low-
21,000 (1000ml) low medium
2.3.2. Competitive Matrix
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S
W
T
O
• Offer the flavor customization: the customer can combine the fruits
according to their preferences – No competitors have offer this feature.
• Young and creative staff: Our team has stable productivity, creativity
in the research and product development. In addition, they have expe-
riences of media management as well as customer service. We sure to
gain the highest satisfaction.
• Lack of brand awareness: Detox bar is still very new brand compare to
our direct competitors in the market which has high brand awareness.
Thus, Detox bar must focus more on running promotion Facebook,
Instagram to build awareness of our brand to customers.
• Limited in capital investment
• High competition industry: These competitors have good brand
awareness, but no brand provides such features like us, so we need
strongly emphasize the promotion and the difference that detox bar
brings in the campaign.
• High threat of imitation: We implement a “customization” model that
is easy to copy.
• Increasing demand for healthier products: As we have discussed in
the DESTEP section, the demand for organic food has reached the
highest level in a decade as consumers are increasingly concerned about
health and are willing to pay high prices for quality products.
• Ideal target customer: who are young have middle income class, and
busy life style and high healthy conscious are quite loyal and pay much
attention to our product. Since, Detox Bar have offered healthier prod-
uct along with the reasonable price.
• Stable and reliable supplier provide quality food: “Cau Dat Fram” is
our main supplier, with quality products meeting the standards of Viet-
gap will bring confidence to customers.
• Online shopping market boom: as mentioned in the DESTEP, the on-
line market is a potential market for Detox bar sell and promote prod-
ucts online to reduce
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2.5 Product Offering
Detox bar offers fresh juice that al-
low customers customize their fa-
vorite flavor to meet their healthy
need but also create a feeling that
they own prepare their drink.
Basically, there are 6-10 popular
basic flavors juice (orange, straw-
berry, spinach …) which is in
season and all season. We tend to
change the basic flavors juice in
season based on our main supplier
(Cau Dat Farm) so customers can
enjoy different types of flavor. Cus-
tomer have basically two choices
for their drinks like regular option,
mixing option:
- In the regular option, customers
just choose their drink base on the
basic flavor.
- In the mixing option, customers
can choose 2 basic flavors to mix
their own drink. There is a flavor
level poll appeared when custom-
ers choose their drink on website
to evaluate the healthy and taste
and show the healthy benefit of the
flavors (for example, if customer
need to provide more vitamin A
for their health. With our flavor
level poll, they will know exactly
the attributes and vitamin, nutri-
tious in each flavors) So, The fla-
vor level poll will make sure that
customer can choose their own
healthy drink with yummy taste
adapt their healthy need.
In addition, customers can choose
the topping up their drink with va-
riety healthy topping: Boba (taro,
mango...), pudding and real fruit
jelly which is made from real fruit/
juice with honey as an alternative
for sugar.
After choosing their drink, they
can choose to buy by set of combos
2 or 6 which will save their money
and help us to boost our sale.
Besides cold pressed juice – the
main product, Detox bars also of-
fer mini low- carb cookies which
made from real fruit and honey,
and souvernir which is a cup-hold-
er.
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2.6 Competitive advantages
• Flavor customization: Excluding classic products, we let customers personalize their drink to create their
own unique recipe, appealing to the desire to express individuality, there is a variety of ingenious ways in
which this is made possible.
• Variety of topping: Detox Bar offer is a unique topping that is filled with real fruit juice flavors that burst
in mouth with wide selection to choose such as boba, pudding, real fruit jelly, chia seed.
• Seasonal juice: Beside offering classic products, we bring some ours’ seasonally to offer you the freshest
selection of fruits and vegetables, which is depending on the seasons and the availability of local produce.
We enjoy trying out new recipes, making each kind of juice distinctly unique to our customers.
• Packaging design: To make our products stand out in the juice market, we will focus more on the packag-
ing design. Detox bar’s bottle are easy to grip with the curved on body like slim waist which make customer
excited and desire to achieve beautiful physique after using Detox bar’s juice. The bottle is transparent, clean
illustrated with fresh and natural color and made from Pet plastic adapt food safety quality which is 250 to
335 ml.
2.7 Keys to Success
The keys to success of Detox Bar are customer satisfaction and our product features: Flavor customization and
variety of topping which bring the new way to enjoy juice that no brand offer but still adapt the market need
for healthier flavors and varieties
2.8 Critical Issues
As we have analyzed in the previous section, the Vietnamese juice beverage market is very small but have the
rapid growth stage: intense competition with and high demand on healthy product from middle income class.
Detox bar is totally a new brand participate in this established market, so we face to the following problems:
• Invest and monitor in most effective and inexpensive way in marketing and promotion to build brand
awareness of the company as the company is newly established and small.
• Constantly monitor in juice range to ensure the flexibility in juice menu also quality price of the product
must match with the target customer. Ensure the growth as well as revenue is at a stable level.
• Ensure customer satisfaction when purchasing online via customer and shipping services, product offerings
• Distinct Detox bar differentiation and image from other competitors by stressing on promotion and mar-
keting effort about our brand difference feature ( flavor customization and topping)
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3. Marketing Strategy
3.1. Mission
Vision: Our vision is to be the most creatively health-centric lifestyle place for people can come to discover more,
experience more through juice then be happier and be healthier from inside.
Mission:
We offer unique and interesting experience for customers to make and enjoy their own drink with our 100%
natural fruit through high technology in cold-press.
3.2. Marketing Objectives
• Maintain above 4.0 stars on Facebook reviews.
• 5% of average interaction rate (compared with fan page likes).
• Reach 5,000 likes on Facebook fan page at the end of first month.
• Achieve a steady increase of market penetration.
3.3. Financial Objectives
• Maintain the positive profit from the second year.
• Maintain the highest sales in summer season (June, July and August) and Tet holiday.
3.4. Target Markets
Detox bar main target market is those in healthy conscious group who from 20-35 years old in working class
have busy lifestyle. The niche market with higher income is potential for Detox Bar to target since the healthy
conscious are quite loyal to healthy brand and has high demand on caring health. Thus, Vietnam healthcare
spending now accounts for 7.2% of Vietnam’s GDP – the highest in the region (2016).
3.5. Positioning
Point of parity (POP): POP of Detox Bar is that offering high quality healthy juices provided which are made
with the most advanced juice-making.
Point of difference (POD): POD of Detox Bar is offering various nutrient ingredients for customers to freely
make their own drink with a variety of topping, also our brand distinct ourselves via creative and attractive
package design.
The positioning map is composed of two attributes:
healthiness and diversity in customized drinking. In
market of people who cares to their health, people used
to discipline to choose the product which good but still
want to have enjoyable experience when drinking juice.
Therefore, our brand will focus on creating interesting
experience for tasting juice with customization service
and variety of topping.
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3.6. Strategies
3.6.1. Product:
As we have mentioned in Product Ofering above, Detox bar will focus on product modification about feature
and design to create differentiation in the niche market. Basically, Detox bar offer customer to buy a singular
fresh juice bottle (250 or 325 ml) or buy in set of combo 2 or 6 which allow them to customize their drink.
Detox bar’s logo: is centered around green and orange color which create fresh, natural and clean feeling, also
our real care about customer healthy life. The brand and logo will display onto Detox bar’s product as well as
packaging and marketing campaign as well.
Packaging:
• As a eco-minded business, Detox Bar’s tend to
use paper straws and Pet plastic bottle, fabric
cup- handle instead of using too much nylon
bag, plastic straws.
• To make Detox bar’s product stand out in the market, the packaging design is an
important factor.
The bottle made from Pet plastic adapt food safety quality have curved point shape
on body as female waist which is easy to grip, make sense as slim waist dream to
make customers excited and desire to achieve beautiful physique after using the
product.
Shipping delivery: Detox bar will offer free-shipping for all bill in urban area in first months to attract new
users. After that customers will pay shipping fee for outsourcing delivery service (20,000 vnd in urban area
and 25-35,000 vnd in suburb).
With free- shipping service, we believe that to attract new customer to buy our product online more and
create a better Word of Mouth for Detox bar to save money in marketing.
For suburb area, customer will pay in normal shipping fee (25- 35,000 VND base on location). And we will
outsource for other shipper to deliver those bill in suburb area and they will take shipping fee as customer
pay to them, so we do not need to pay any money for those external shipper. Our responsible is to contact
and transfer those suburb bill to external shippers.
Our shipping service make sure customer will receive cold and fresh juice in the next day after ordering. In
addition, we will divide shipping schedule into 2 shift: morning (9h - 1h) and afternoon (2h - 5h) which will
be easier and convenient for customer choose shipping shift that meet with their own schedule.
Customer service: Our staff are friendly and willing to response to customer needs, problems in working
hour. If customer have problem about product or service, Detox bar will solve within 2 days and have some
policy to compensate for any in satisfaction.
Besides that Detox bar also have pre-order service, customer can pre-order their drink via website, facebook
fanpage and telephone before 1 hours. Then, they can take already made cold pressed juice at the store. With
this service, we can save significant amount of time of customer, so they can grasp their drink right on their
way.
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3.6.2. Price:
Our main competitors in cold
pressed juice market which focus
middle to high income class have
price around 60,000- 120,000 VND
per 250 to 330 ml juice bottle. With
the same target customer, Detox
bar will set the base price around
60,000- 100,000 per 250 ml juice
bottle, and 80,000-120,000 VND
per 330 ml juice bottle. The price
range based on flavor and bottle
size, type of option. By using price
penetration strategy, we will have
discount price in 25% to attract
new customers. Also, to encourage
customer to buy combo, Detox bar
also offer some discount and give a
small set of topping when purchas-
ing in set of combo 2 or 6.
What are offered Price
Basic juice option Special recipe in each flavor 60,000 250 ml
80,000 330 ml
Mixing option Choose 2 basic flavor to mix up 80,000- 100,000 250 ml
100-120,000 330 ml
Price range based on flavor that
customer choice
Combo 2 include two types of juice with 1
portion of boba
10% discount
Combo 6 include 6 types of juice with 1 por-
tion of boba and 1 type of jelly
15% discount
Toppings Boba
Pudding
Real fruit jelly
15,000 vnd/ 1 portion
Cup handle 15,000 vnd/ piece
Cookies A pack of 6 mini cookies 30,000 vnd/ 1 pack
18

3.6.3 Place
Detox bar strategy is to use selective distribution. So, we mainly sale and promote our products on:
• Online include: Website, Facebook and Instagram.
• Weekend flea market: the most popular market is The New District which open twice per month. Detox
bar will intensively appear in this market every month to have a chance to approach customers closer and
promote our products effectively. Thus, with The New District promotion (it will post product’s image of
participant brand in each time), Detox bar can convert a large amount of potential customer from TND
facebook and Instagram for our brand (The New District has 161,368 likes on Facebook and 231,000 fol-
lowers on Instagram).
• Store:
- Located on Vo Van Tan
Street, under some office
building, ideal place for office
worker to have a drink in their
break, lunch time
- A two-floored store.
19

3.6.4 Promotion
We intend to promote heavily in
special day (Summer,Tet, Women’s
day...) and run social campaign on
these day since the demand is high.
In addition, we will offer limited
package and gift set, voucher on
special day so that customer can
purchase our product as a gift for
their friend. Weekend also a good
time for us to promote. Thus we
pay more money on running Face-
book ads on weekend also appear
in Flea market once in a month.
• Promotion program
Discount and sampling: We will of-
fer free sampling when customer
buys our product or in Flea mar-
ket. To be specific, we will include
4 types of juice samples in plastic
package 5 ml in every bill so cus-
tomer will have a chance to try
other flavors and drive them to buy
more in the next time. In flea mar-
ket, we also sampling these juice
for everyone to create first time
user. In addition, Detox bar also of-
fer 15% discount for customer who
check-in or feedback our product
on Facebook and Instagram-dis-
count will apply for the next time
purchase (online customers) or
right after they have checked in in
the flea market.
Mini game: offer some mini game
on online in each month which at-
tract more customer to play and get
gift.
Happy day program: occurs 2 times
per month or special day (Women’s
day 8/3 or 20/10, Mother’s day and
so on) customer will get discount
when purchasing on that day or
have other gifts.
Happy hour: apply in lunch times
or period have less customer to
push sale
Eco-green program: The bonus
point will be accumulated for ev-
ery purchase of fabric cup hold-
er, self cleaning or using their old
bottle which was sold by Detox bar
in new purchase. By this way, De-
tox bar will motivate more people
to use less plastic bag, bottle and
spread our eco spirit to everyone
For any bill from 200.000 VND, we
will offer eye-catching, easy-to-
bring cooler bag which illustrate
colorful fresh fruit and vegetable
for keeping customer’s drink al-
ways cool and fresh and conve-
niently bringing their drinks to ev-
erywhere
Loyalty program: especially for VIP
customers- who have paid from
500.000 VND - we will have birth-
day present (voucher or small gift)
in their birthday. Discount 10% for
VIP bill.
20

3.6.5 Physical Evidence
Exterior design:
• Shop sign, standee will be placed in front of an entrance, light on at night to attract customer.
• Outside wall will be painted with white decorated small trees, one long wooden chair, and small lights (on at
night) -> enhance a natural and nice feeling, encourage customers to check-in by taking photos.
• White entrance door will decorated as juice vending machine which is filled up by Detox bars juice.
Interior design:
1. Space:
• Spacious and full of sunshine thanks to glass window to enhance the natural light
• Main tones: white and green
• Minimalism design filled up with modern and minimalism white chairs and tables.
• Relaxed music and aroma scent makes customers being calm, relaxed while taking orders.
• Light: light white light/orange suitable for study and work
• The floor of the corridor will be pasted with instructions which help customers know the right place to queue
for ordering.
2. Cleanliness:
• Employees will clean tables and trash right after customers leaves.
• Cleaning processing equipment after using, keep the store and processing area always clean and tidy.
• Ensure that the way, around the store always clean and tidy
• Use note stick at every trash bin.
• Store manager has a responsibility to check and remind customers about stores cleanliness and tidiness.
• Employees wash hands before making drinks.
• Besides that Detox bar’s also encourage customer to self- cleaning by accumulating points to membership
card if customers clean it by themselves.
3. Display shelf:
• We will use a mica shelf which in the right of the cashier to display some fake fruits which present each flavor
in the menu and have our logo on body of them. So, customers have another way to order that is picking a
fruit on display shelf to choose their drink.
• In the left cashier, there is a small fringe shelf display bottles of cold pressed juice.
• Promotion handout will be displayed at cashier area.
• In waiting area, a small shelf display cup-holders.
• Sampling – pack of 5ml will displayed in a small basket next to cashier area which encourage customer take
some of them and try new flavors.
4. Others:
• Free wifi
• Small parking area near the store
• Clean and tidy small toilet
21

3.6.6 Process
Service blueprint:
Service:
• Target: achieve 90%-100% customer satisfaction with the store service
• Employees are polite and willing to help customers (remember customers name and write on cups, etc.…)
• Greet customers twice: when they come in and once they out
• Checking orders twice
Service recovery:
Customers complaint about taste/ wrong order/ late shipping.
• Complaining about the taste: Checking the order again -> checking the taste -> apologize customers and
make a new one for customers.
• Wrong order: Check the order again -> make a new one for customers and apologize.
• Late shipping: Appologize customer -> give a voucher/free that order.
22

3.6.7. People
Our employee are friendly, supportive and enthusiatic who have good appearance and well knowledge about
nutrition and healthy ingredient.
Besides that, we also have some training session ( selling skills, nutrition knowledge and making beverage,..),
birthday party, yearly party to motivate our employees.
For those who have excelent performance – meet KPIs in month will get monthly bonus.
Working by shifts: Morning: 8h – 15h; Evening: 15h – 22h
3.7. Marketing Program
The opening campaign will last for 1 month including: 2 phrases
• Phase 1 (week 1-2): introduce series clip
• Phase 2 (week3-4): introduce opening program
Objective: Attract new customer and create traffic to store
Campaign message: “Have a great mix – mix more, more healthy”
Keyhook: series clip and promotion campaign
Planning table:
23

Phase 1:
Series clip: “Mix your taste up”
• Objective: Strigger and create customers’ curious for new product
A short 15s clips will divided into 2 parts with fresh and bright tone
• Part 1: 3 short teaser GIF clips – each last for 3s- will focus on those screen: Kols is chewing, drinking and
feel relax, refresh after drink mystery drink.
Supporting tactics:
- Post these teaser clips on Detox Bar page with caption: “ Can you guess what these beauty drink?” or “ What
drink makes them so refreshhhh? Guess it?”, then we will runs ads for these post.
- Staring kols will share these clip to make their fan more curious.
- Our starring micro-influence: Glam with trish
• Part 2: a full clips last about 15 seconds will about the screen these girl walk into store choose their flavor and
topping which focus on topping, and their reaction: happy, refresh and relax after drinking.
Supporting tactics:
- Micro influencers share this clips, or review about Detox Bar on their post with hashtag #Detoxbar, #mix your
taste.
- Pr on Elle
- Digital: Facebook ads, foody and delivery ads và review seeding.
Phase 2:
Promotional program: “Have a great mix – mix more, healthier”
• Objective: create traffic to store.
• Promotional campaign: give 2 free topping for any drink and free upsize in the opening day or order above
100,000 vnd give 1 free a fabric cup holder.
- Freeship in the first month.
Supporting tactics:
- In store: decorated by poster, standee and flyer about promotion.
- Digital: Post on facebook about promotion and run facebook ads, foody and delivery now.
• Besides that, Detox bar also execute these tactics for later marketing campaign
1. Sampling:
- Give out 5ml attached with a note about Detox Bar information - on which contains a QR code for customers
to manipulate and be led to the official website
- Venue: Big Office building (twice a week), Market Fair/Market, around the store
2. Gifting sample gift to KOLs
- We use gift form instead of booking Kols to save money in promotion via gift box (330ml Detox Bar in ther-
mos package)
- Target: Elle journalists (online magazine) and micro influence who are outstanding public figures on social
networks with the number of followers ranging from 20-150k along a healthy lifestyle, well-known follow-ee in
the fields of beauty and health, blogger, owners of famous brands such as Huong Ng, Julia Doan Chloe Nguyen,
Trisha Do, Le Ha Truc
- The reason we use Kols to receive feedback and gorgeous images for future Public Relations schemes and build
up brand image, which is to attract a larger scale of viewers through “hot” fan-pages. Although they have least
follow-ee on social network ( Instagram
and Facebook) , their reach and impact on healthy fields is huge, also they do not take any
fee for their post, so we can save money a lot and still have good image and feedback for
our Marketing plan. By giving gift like that, we offer them a chance to use our product and
give authentic feedback on their post, also become our customer in the future.
3. Public Relations article
- Booking post from Elle to promote the Detox brand and our product - the content is restricted to orient
announcement or intensive advertise about the product. So, its flow should be in the “ trend” format which
connecting our brand tone of voice and image. The trial tittle “ the most favorite drink of Vietnamese beauty
blogger” including images and feedbacks from “hot influencer” about trying on and sharing.
24

4. WOM
1 set topping give-away when suggesting friends to try by sharing posts or codes via the official website.
WOM also bases on feedbacks and images shared on social media of customers. Within 3 initial months, en-
couraging customers to buy and send feedback through mini-games is the key. Specifically, by presenting 330-
ml Detox Bar as the prize with a thermos package, the event is to select the winner with the best picture and
feedback. This happens two times a month.
Indirect Marketing
• Social media:
Running promotion on Facebook ads, Foody and delivery Now ads, seeding in Facebook ads
• Website:
It is sorted into 4 categories: About Detox Bars, Choose Your Drink, Healthy Tips, Our Story,
- About Detox Bars: Company and product information, about us, contact…
- Choose Your Drink: Customers choose their own mix favor on websites
- Healthy Tips: About easy and regular tip which visualize attractively, so customer can apply in daily
- Our story: develop a story about previous customers ( what they like or dislike plus images which bases on
journalist type and encourage new customers to share their stories. This provides customers reasons to buy,
accelerating brand awareness in the market through pictures and contents.
- Tone: clean, simple, feminine and fresh
Direct marketing
• Salespeople: With consultative selling strategy, our well-trained staffs who have knowledge of nutrition, will
find out the customer’s need via conversation, then suggest them to some fruit flavor that has great taste and
fit their needs.
• Partnership:
- Cooperating with big fashion brands: Floral Punk, Ren,... to have a chance to be displayed in garage sale, pop-
up sale or special day event for promoting product (discount, extend the scale)
- Our online partner: foody and delivery now.
3.8. Marketing research
Thanks to Facebook analytic – a tracking tool support for business when running Facebook ads. Detox bar can
get insight of customer well: the frequency that they buy on website, the engagement rate in each post,… to
change our content, product that meet with customer requirement, also clarify those who are loyal customer
to have special program for taking care them. Overall, we can improve our customer satisfaction, attract new
customers while serving well those are loyal.
25

4. Controls
The purpose of our marketing plan is to serve as a guide for the organization. The
following areas will be monitored to gauge performance:
• Revenue: monthly and annual
• Expenses: monthly and annual
• Customer satisfaction
• Product customization to fit trends
4.1. Organization
In the first year, the shareholder – 5 members will work as main position in the
operation, marketing and finance activities (store manager, admin, copy writer, ac-
countant and general manager) to run the business and get no salary until the sec-
ond year when Detox bar have profit. For operation team, we only hire cashier and
bartender who salary will pay by hour and commission. After second year, we will
think of hiring more employee if needed.
In store
Merchandise
Store Manager
Cashier
- Numbers of Emply-
ees: 2
- Up-selling and sug-
gestive selling of items.
- Accurately process-
ing transactions and
maintaining a bal-
anced bank.
- Receive and serve
customer order.
- Salary: 15,000vnd/
hour
- Bonus: KPIs
Bartender
- Numbers of Emplyees:
4
In charge of the juices
production, from mak-
ing juice to bottling.
Packaging and delivering
juice to customer.
Ensure the kitchen is
clean
Check and report daily
inventory to store man-
ager.
- Salary: 15,000vnd/hour
- Bonus: KPIs
- Check daily revenue.
- Check daily inventory, quality and
quantity.
- Check daily facilities mantainance.
- Check employees’ attendance, groom-
ing, attitude,...
- Check for store general hygiene.
- Solve customers’ complaints.
- Control business plans’ KPIs.
- Training and courses for employees.
- Performance evaluate.
- Along with Marketing team think of
marketing plans.
- Work with suppliers for materials.
- Window display.
Security Guard
- Outsource
26

4.2 Contingency Planning
• Lower sale levels/ less customer -> identify the main rea-
son ( by facebook analytics, instore observation) -> run
promotion to solve this reason / reduce price
• Have high level sales than expected -> accelerated and ex-
pand the target on facebook ads to serve more customer
• Inventory sufficient / quality of fruit reduce -> change oth-
er supplier
• Continue loss on the second year -> exit strategy -> reduce
employee / liquidate some assets or sell the business
General
Manager
Marketing Finance
Admin
- Numbers of Emplyees: 1
- Suggest promotion ideas/campaigns.
- Manage online social image (Fanpage,
Website,...) by reponding to customers’
messages...
- Weekly/Monthly report about marketing
plans’ KPIs (number of website clicks, luot
reach tren facebook, luong tuong tac,...)
- Based on the data collected, forecast cus-
tomers’ trends.
- Analyze customers’ feedback to gain in-
sights for better product modification.
- Receive customer’s order and feedback on
website and Facebook.
- Salary: 5,000,000 VND
Bonus by KPIs
Content
- Numbers of Emply-
ees: 1
- Design photos, vid-
eos, multimedia art-
work based on Mar-
keting’s ideas.
- Prepare contents and
schedules for daily/
weekly/monthly posts.
- Product photograph.
- Salary: 3,500,000
VND
Bonus by KPIs
Accountant
- Numbers of Emplyees: 1
- Forecast budget for opera-
tion and marketing.
- Prepare cashflow for monthly
expenses (salary, inventory,...)
- Check for daily/weekly/
mothly revenue.
- Salary: 7 million VND
- Tracks the firm performance
and supervises others.
- Developing the marketing strat-
egy for the company in line with
company objectives.
- Maintain effective internal com-
munications to ensure that all rel-
evant company functions are kept
informed of company objectives.
27

5. Financials
5.1. Break-even analysis
a) Break even point for juice
The unit break even point is 19,988 units.
If selling 16,290 units in the first year, the loss will be
VND -154,783,035
b) Break even point for cookie
VND -720,715,735.
c) Break even point for fabric cup handle
VND -778,599,535.
28

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33

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