1. 1
1
Hochiminh City University of Foreign Languages and
Information Technology
----ooo----
May 2016
Basic Marketing Project
E-mask - mask for people getting motion sickness
Lecturer: Lê Hoàng Ngọc Thanh
Team No.3: PMG
Team member:
Đinh Trường Xuân
Vũ Phương Nghi
Phạm Lê Kim Tú
Đinh Thanh Nhàn
Tạ Hoàng Thúy Trang
Nguyễn Đình Tuân
Nguyễn Thoại Lam
Nguyễn Vĩnh Thiện
Đào Đăng Khoa
Lê Trung Hồng Phát
Huỳnh Ngọc Kim Hân
Hoàng Mai Ngọc Hạnh
Đặng Thụy Nhật Hoàng
Võ Tiến Long
Bạch Kim Đan

2. 2
2
PART A: MARKETING PLAN
1.EXECUTIVE SUMMARY
The purpose of this report is to provide a marketing plan for the new product of Neovision- E-mask’s
anti-motion sickness masks to enter mask market in TPHCM, Vietnam. First, Vietnam has the fastest
cosmetic and skincare industry in the world. SWOT analysis indicated that although E-mask has some
entry barriers to enter Vietnamese market such Lack of brand-awareness among in Vietnamese mask
market as a new entry , Vietnamese industry’s trend overview and market growth provide an opportunity
for E-mask to make profit in the future. Second, females and males aged 18 to 25 are chosen for our target
market. This target group has fair disposable income and their lifestyle and behaviour suggests that they
require premium and high quality products and not sensitive to price much. E-mask will suitable for them
because of its natural ingredients offers more radiant skin and ,not harmful to their skin. According to
perceptual map, E-mask will position itself as a niche to gain competitive advantage. Third, marketing
objectives will be changed over time. For short term, 20 percent brand awareness will be achieved,
20-30 percent profit margins and 5 percent market share will be achieved in medium and long run,
respectively. Fourth, market strategies will be developed, including product & brand, service, price,
distribution and promotional strategies. Joint venture will be used as entry mode to gain access to local
knowledge effectively. E-mask has to commit to deliver product quality and services to customers. Pricing
strategy suggests to lower price of E-mask’s masks in Vietnam. In this way, it enables E-mask to attract
more customers. Furthermore, implementation, control and monitoring plans are developed for E-mask to
implement the marketing strategies and adapt to the changing efficiently. Overall, this marketing plan will
allow E-mask’s masks to enter Vietnamese mask market successfully. It is essential that E-mask must
retain its position and commit to implement strategies to achieve its marketing objectives and deliver high
quality product and services to maximise customer value.

3. 3
3
Table of Contents
1. EXECUTIVE SUMMARY...............................................................................................................2
2. COMPANY SITUATION.................................................................................................................5
SWOT analysis ......................................................................................................................................5
3. ENVIRONMENT ..................................................................................................................................6
3.1. Environment factors that shift Customer demands ..........................................................................6
3.2. Technological changes .....................................................................................................................6
3.3. Governmental regulations ................................................................................................................7
3.4. Economic forces...............................................................................................................................7
3.5. Competitor analysis ......................................................................................................................7
3.7. Position of brand compared to competitors’...............................................................................10
...............................................................................................................................................................10
4. TARGET MARKET .......................................................................................................................10
4.1.Customer analysis: ..........................................................................................................................10
4.2.Market Segmentation ......................................................................................................................14
4.3.Target market ..................................................................................................................................15
4.4.Customer portrait.............................................................................................................................15
5. OBJECTIVES......................................................................................................................................16
6. STRATEGY.........................................................................................................................................16
6.1. Product strategy..............................................................................................................................16
6.1.1. Product description..............................................................................................................16
6.1.2. Product Strategy: .................................................................................................................18
6.2. Promotion strategy .........................................................................................................................18
6.3. Advertising Strategy.......................................................................................................................22
6.4.Distribution Strategy .......................................................................................................................23
6.4.1. Customer analysis and distribution channel............................................................................23
6.4.2. Distribution system..................................................................................................................24
6.4.3. Distribution plan in 2 next years .............................................................................................24
6.4.4. Policy for wholesales...............................................................................................................25
6.5. Pricing Strategy..............................................................................................................................26
6.5.1. Target-return pricing and breakeven point:.............................................................................26
6.5.2. Recommended price for E-mask .............................................................................................26

4. 4
4
6.5.3. Quality leadership Strategy: ....................................................................................................27
6.5.4. Pricing strategies / tactics for price control .............................................................................27
8. ACTION PLAN ...............................................................................................................................29
9. ANTICIPATED RESULTS............................................................................................................30
10.CONTINGENCY PLAN....................................................................................................................30
PART B: APPENDICES.........................................................................................................................31
...................................................................................................................................................................32
PART C:REFERENCE ..........................................................................................................................33

5. 5
5
2. COMPANY SITUATION
NeoVision brand is a pioneer in the field: technology oriented apparel to health (health - technology
oriented garment).
Founded in 2002 , spent 12 years in the construction of coal and development , is proud to present
leading NeoVision area: production of air filtration masks and other activity as more than a sunscreen
product in Vietnam market Men like hats , masks
On the interE-masknal market, has also been organized NeoVision ACP Global (Singapore) appreciate
and certification provider and trusted supplier of Alibaba.com Gold. Currently, NeoVision exported to
many countries around the world and trusted by customers such as the US, Canada, Singapore, India,
Taiwan, Thailand, ...
2013, signed a contract NeoVision quality insurance for their goods in the US & Canada, with the level
of compensation of up to 2 million / case . Currently, these products are sold in more NeoVision
supermarkets in the United States and other countries, particularly sold on Web sites world-famous trading
as Amazon.com or Ebay.com .
SWOT analysis
STRENGTHS WEAKNESSES
- Monopoly on Technology
- Pioneer in health-oriented garment
- Available wide distribution channel.
-Lack of brand-awareness among in Vnese
mask market as a new entry
- Number of competitors that may pose threat
when enter to this market.
OPPORTUNITIES THREATS
-potential niche market
-wide distribution channel
Mask industry is expected to grow further.
-Increase in GDP
- Advanced technologies such as social media
and Internet will be another way to build
reputation
- Health issues
- Awareness of consumers about the necessity
of using mask for motion sickness.
- Possibility of new market entries
These achievements have helped somewhat on voice quality of the product NeoVision provided by , the
products that NeoVision always want all consumers will be able to own , to protect the health of
consumers and their relatives

6. 6
6
Neovision’s market in Vietnm
3. ENVIRONMENT
3.1. Environment factors that shift Customer demands
Vietnam’s air pollution is so serious that people need to take special care to protect the skin and to avoid
respiratory diseases, such as using natural and healthy masks. With the increasing number of travellers
each year, both domestic and foreigners, there is a increase in the number of main means of transportation
in Vietnam, which are buses and coaches. Among them, the rate of motion sickness people is becoming
higher, and there is not any masks in market specializing in this problem
3.2. Technological changes

7. 7
7
The rapid development of online shopping has a powerful impact on the life of Vietnamese people. More
people are willing to shop online due to the convenience of the Internet. Many famous masks brands have
their online stores, or website not only served for consumers but wholesales and retailers. Internet
development is an effective tool to optimize administration process and business activities in different
environment. Specifically, technology allow products and service to be produced at lower cost with higher
quality. It also help designers gather customer information via packages to modificate products more
perfectly.
3.3. Governmental regulations
Political stability is one of the indispensable elements which help Vietnam can persevere economic
development policy. Political stability Vietnam has been created for peace and prosperity. If look into a
number of countries in the region, easy to see that, except for Singapore, then from 1990 onwards, most
countries in the region have experienced coups or political crisis. Meanwhile, Vietnam's political stability,
which is a guarantee for the cohesion to implement a consistent economic policy.
3.4. Economic forces
Vietnamese economic development has achieved smooth and rapid growth in recent years. Vietnamese
are now spending more money on FMCG and enjoying a high quality of life more than just satisfying their
basic needs.
General Statistics Office announced , the total domestic product ( GDP ) was estimated at 6.68% compared
to 2014 , higher than the target of 0.48 % NA 6.2% . This is the highest growth rate last 5 years. Scale
economies this year in current prices reached 4192.9 trillion. GDP per capita in the country was estimated
at 45.7 million, equivalent to $ 2109 / person / year , 57 % increase compared to 2014.
 The increase in GDP leads to higher living standards , then higher income will cause people to spend
more, especially FMCG.
Besides, the General Department announced , this year the lowest inflation in 14 years , only 0.6% , which
is a good news for enterprises.
3.5. Competitor analysis
E-mask is a totally new products, which focuses on a niche market for people getting motion sickness.
Therefor, there would not be any direct competitors at the time lauching product. However, E-mask has
many indirect competitors including normal masks serving for mass market and medical products (pads,
medicine) used for motion sickness symptoms, which is shown in the following competitor analysis
table and perceptual map. Masks
In masks market, masks can be categorized into 3 types :
 1-time using mask: surgical mask
 Reusable mask: cloth mask
 Active Carbon mask: active-fiber, activated carbon nonwoven. Anti motion sickness
products: medication, pads,etc.
Competitor analysis table:

8. 8
8
Types Strenghts Weaknesses
1-time using
 Wear 2-3 maskes
Not prevent car smell
effectively
 Low price
 Convenient use
 Prevent dust,
sunshine, germs
 Sterilized
 Design
 No deodorant.
 Fragment as
exposed to sweat,
moisture.
 Quite Thin
Reusable
Not prevent car smell
effectively
 Low price
 Convenient use
 Prevent dust,
sunshine, germs
 Design
 Economical
 Wash after use
 No special feature
 Need to choose the
right size
Active carbon
High price
Not focus on smell filter
 Filter dust air
polution smoke,
gasoline, SO2, CO
H2S,etc.
 Reduce risks of
respiratory disease.
 design
 High price.
 Not specialize in a
specific feature.
 Wash after use
 Glue against carbon
particles

9. 9
9
Activated-carbon
nonwoven
 Not thick enough to prevent
smell
 Not effective much
 Filter dust air
polution smoke,
gasoline, SO2, CO
H2S,etc.
 Active-fiber.
 design: folding
 Active-fiber in
short time
 Glue against carbon
particles
Medication and Pad
Types Strenghts Weaknesses
Medication  Easy to use
 Convenient
 Good sleeping
 Overdosing:
(drowsiness , dry mouth,
accommodation disorders,
constipation, urinary
retention, memory loss or
impaired concentration ,
especially for older people)
Pad  Easy to use
 Convenient
 Apply 4-6hours before
departure
 Overdosing:
(dry mouth, constipation,
headache, drowsiness,
vomiting, eye disorders,
etc.)

10. 10
10
3.7. Position of brand compared to competitors’
4. TARGET MARKET
4.1.Customer analysis:
I. RESEARCH:
- Sample: 148 people (61 male, 87 female)
42.2%
57.8%
RATE OF SICKNESS
Yes
No

11. 11
11
 In which 86 people (57.8%) do not experience motion sickness, 63 people (42.2%) were sensitive
to car’s smell. 41 of 63 sickness people reach “always” and “often” sensitive to the smells.
_ In 41 peole who most sensitive to car’s smells, there are:
17 people who have the monthly icome as about 1-3 million VND (41.7%)
5 people as 3-5 million VND (12.2%)
4 people as 5-10 million VND (9.7%)
2 people are more than 10 million VND (4.9%)
13 people have no monthly income (31.7%)
The occupation of those 41 people, there are:
33 students (80.5%)
2 pupils (4.9%)
6 workers (14.6%)
41.7%
12.2%9.7%
4.9%
31.7%
MONTHLY INCOME
1 - 3
million
3 - 5
million
5 - 10
million
80.5%
4.9% 14.6%
OCCUPATION
Student
Pupil
Worker

12. 12
12
•
The level of sensitivity to the smell of the cars of those surveyed were divided into 5 levels:
Always: 28 people (44.4%)
Often: 13 people (20.6%)
Sometimes there are 17 people (27%)
Rarely, there are 4 people (6.3%)
Never: 1 people (1.6%)
 The level Often and Sometimes have high percentage shows that the sensitivity with the car’s
smell mainly in high and medium level.
In the “always” and “often” sickness people, the most comfortable smells chosen when they in cars are:
Pepermint: 8 people (19.5%)
Medical oil: 6 people (14.6%)
Fresh ginger: 2 people (4.9%)
Cinnamon, gingergrass: 1 person (2.4%)
Tangerine: 20 people (48.8%)
Oderless: 2 people (4.9%)
Do not care about the smells: 2 people (4.9%)
9.5%
20.6%
19.0%
19.0%
15.9% Always
Often
Sometimes
Rarely
Never
19.5%
14.6%
4.9%
2.4%
48.8%
4.9%
4.9%
COMFORTABLE SMELL
Peppermint
Medical oil
Fresh ginger
Cinnamon,
gingergrass

13. 13
13
Following these peole, they are:
Interested in: Thickness, material
Quite interested in: size, price
Interested = very interested: color
Less interested = interested: convenience
Less interested in: brand
 They care most about the size, price and color.
-5% 5% 15% 25% 35%
Thickness
Material
Size
Price
Color
Convenience
Brand
DECISION-MAKING FACTORS
Do not interest Less interested
Quite interested Interested
Very interested

14. 14
14
4.2.Market Segmentation
Market segmentation could be classified by four segmentation variables; geographic, demographic,
psychographic and behavioural segmentations. Table below shows keys of relevant segmentations of
customers based on mask market in TPHCM, Vietnam.
Behavioural
Benefit sought  Seek for the high
products volume
with low or
affordable prices
that suitable with
their incomes.
 Price sensitive
 Seeking for
premium products
than mass products
 Loyal to one specific
brand that served their
satisfactory and used
for over a period of
time
Segmentation Segment A Segment B Segment C
Demographic
Age 18-25 26-35 36-65
Gender Female & male Female & male Female
Life-Cycle stage Young, high school kids
and university students
Single, in labour force
or/and newlyweds
Mature women and men
with family and children
Income Limited income or
financial dependent
High disposable income Higher disposable income
and wealthy
Geographic
Location Vietnam Vietnam Vietnam
Psychographic
Lifestyle  Highly influenced
by trends, family
and friends’ opinion
and media
(eg. Make-up
tutorial on
YouTube)
 Concerns and
conscious of health
and beauty
appearances
 Prefer products with
natural ingredients
 Prefer the brand that
provides health
specialist knowledge
and suitable for their
types
 Likely to stick with the
products that used over
a period of time

15. 15
15
4.3.Target market
People live in in HCMC, aged from 15-25, male and female. They are tend to use convenient mask
for 1 time only. (light usage rate) .Those who often travel on holidays, often get motion sickness as
travelling because of car smell or those do not but be sensitive to car smell. They concern about their
own health, quality, price and convenience of products, not too sensitive to price.
4.4.Customer portrait
Female
- Income: < 3 million .
- Age : 18-25
- Live in urban -Live
- Insight : want the mask clean , can irritate , handy , sewing aesthetic , quality , suitable price
- Behavior : Into purchase said products against holidays , home , hang out with family , friends ,
colleagues . Frequency of purchase January 1 box mask , said car buyers seasonal products .
- Media behaviour : regularly updated news from online media , social networks , news of interest to health
, safe product . Have the habit of using the smartphone much frequently , watch television in the evening
, mainly all programs .  ideal target audience to apply media tool.

16. 16
16
5. OBJECTIVES
 Increase market share by 5% for this kind of mask in mask market.
 Increase the number of customer users in HCMC by 10000 per month, 20000 in peak seasons.
 In the first year we want to capture 5% of the market HCMC."
 Increase sales with this product to the point where profits reach 50 milion per month, and continuous
in 12 months
6. STRATEGY
6.1. Product strategy
6.1.1. Product description
Product Brand: E-mask
Tagline: Breath you life
Components:
Features:
o +Filter dust , odor filter , air filter , to prevent dust intrusion ... ..
 + Filter harmful gases and bacteria .
 + Remove car smell
 + Straps for Garments is good elasticity , do not allergic .
1. Super Absorbent Polymer (SAP)
2. Silver Nano Fabric
3. Activated Carbon
4. Nonwoven
Logo

17. 17
17
 + Splint stored fixed plastic nose mask.
6.1.1.3.Packaging
Packaging: 5masks/pcs
Unit price: 7000-8000VND (floor price after survey: 8000VND)
Price of package: 34000VND (plastic package)
39000VND (paperbox package)
Nonwoven
absorbent , soft , breathable , elastic , durable,
nonalergic, decomposed material
Siver nano particles fabric
Non-toxic, antibacterial and water-proof.
Activated-carbon fabric
absorbs odors , toxic gases and dust filter (5mm)
Super Absorbent Polymer (2mm)

18. 18
18
6.1.2. Product Strategy:
The product E-mask will be modificated continuously in majurity stage to broaden more access to
customers as long as possible to remain share and push sales and will be innovated (big size, change package, more
fragrance) before decline stage.
6.2. Promotion strategy
4 layers
Nano silver
sterilzied
Double
activated
carbon
…
INTRODUCTI
ON
No change
GROWTH
Modification
Fragrance
2.
Categorize:
Size (L,M,S);
Nanomask
scent;
carbonmask
s scent.
MAJURITY
Innovattion:
big size
Change
package
Add various
fragrance.
DECLINE

19. 19
19
In the introduction stage, (the first 3 months) the products is released to the market; pricing and branding
decisions are made and marketing begins. During this time sampling products for travellers on coach, PR
plan would be executed in order to raise awareness of customers about social message and functional
measage related to product (service quality on coach, car-motion sickness symptoms, and so on).
In the growth stage, which is the time encourage customer interaction to the brand E-mask to increase
brand recognition and market share. In this 3 next months, Neovision should attempt to lauch PR activities
such as PR articles, endorsements, social experiment , online marketing (SEO, SEM, facebook ads,..) and
other above -the-line activities to boost brand identity : booth activation, leaflet, banner, poster, sampling,
and so on.
In the maturity stage,(7-12 months) market saturation has been achieved. The attempt is to maintain
market share. Then enterprise have to run discount program for intermediaries and execute advertising
program at high frequency via TV or online channels. The goal of promotion strategy at this stage is
remain sales as long as possible, so it is extremely crucial to co-ordinate ATL and BTL (appendix 5) to
push and pull and keep the product in the maturity stage. Otherwise, the product is soon in its decline
stage and an exit strategy may be set in motion.

20. 20
20

21. 21
21
PR PLAN
PR ACTION PLAN

22. 22
22
6.3. Advertising Strategy
There’s a growing tendency to use viral clip to promote products instead of traditional TVC because of
lower cost and inspirational message such as Thailand TVC. Therefore, it is possible for E-mask to
become a pioneer in mask market to promote products via one of the most popular media channel:
Youtube.
Targe audience: youth aged from 18-25
Concept: You Only Live Once
Excecution time: From April to June
Channel: Youtube
Idea: Every moment passing is valuable. You just have one life to live, so cherish every moment to
enjoy happiness and don’t regret about what you have done  the key of happiness.
Description:
The main character is a girl, who is a student in university. The scene begins when she had a quarrel with
her parents about her career orientation.Her parents wanted her to inherit family business, so forced her
to become a business woman while her dream job is to be a tour guide.
Then she left the house and take a couch no matter where it goes. During the coach, she felt dizzy and
vomit becaused of car sickness while others did not. Afterwards, it turns out to be that travellers on coach
were volunteers in a charity campaign named YOLO to remote area in order to help orphan children.
After 5 days living with the group and the native people, she thought a lot about meaning of life. On the
day coming back to the city, she was given a mask (E-mask) from her new friend in the YOLO team and
feel very well during the rest of the journey.
When she came back home, she apologized her parents and seriously asked her parents to follow her
dream as a tourguide and be accepted. The clip end with the emotional scene in which she hug her parents
and still holding an E-mask.  showing logo E-mask and slogan : Breath your life – YOU ONLY LIVE
ONCE.

23. 23
23
6.4.Distribution Strategy
6.4.1. Customer analysis and distribution channel
First of all, E-mask is the special product, which is especially focused on those who regularly travel and
sensitive to car smell. According to the survey conducted in sample 148 shown in previous part, there are
up to 89,2% people choosing pharmacy as an expecting place to buy the product, followed by convenience
stores (66,2%) and coach station (24,3%) respectively. Based on these statistics, it would be better for
Neovision to build an appropriate distribution channel systems effectively to optimize costs,maximize the
sales and boost promotional activities easily.
With a view to combining factors drawn from the bar chart, it is good to use 2-level distribution channel
including : producer, wholesalers and retailers, which is very essential in order to increase sales volume,
such as pharmacy, coach station, wholesales. Placing and selling masks in these locations will be a good
opportunity to expand selling channels. Besides, Neovision can directly sell products to consumers
through Neovion online shopping website.

24. 24
24
6.4.2. Distribution system
In the illustrations of distribution channel of E-mask, products after finished from OEM (appendix 1)are
transported into wholesales, retailers and then to end-users or can be directly accessed to consumers from
producers by online shopping website.
6.4.3. Distribution plan in 2 next years
According to Product Life Cycle (Appendix 4 ) , distribution strategy of E-mask will be executed :
In the introduction stage, there's heavy marketing activity, product promotion and the product is put into
limited outlets in a few channels for distribution. Sales take off slowly in this stage. The need is to create
awareness and build up using behaviours, not profits. Hence, E-mask products is intended to be distributed
to a coach brand at coach station, serving free for travellers on coach as add-in service besides tissues and
bottled water (about 2500 masks released for sampling, the coach brand such as Phuong Trang will be
offered a certain amount of masksin the first 3 months) in order to get feedback from customers, while
executing PR activitiies to educate customers.
In the growth stage, when customers know more about E-mask, Neovision will distribute products to
pharmacy in the surroundings of coach station (Mien Dong, Mien Tay) , and activate promotional
activities (booth activation, leaflets, POSM, PR,…) and support Phuong Trang sell products for travellers
on coach with lower price if possible.
In the majurity stage, sales grow at slowing rates and finally stabilize. In this stage, products get
differentiated, price wars and sales promotion become common and a few weaker players exit. So the

25. 25
25
company have to expand distribution channels to take as much share as possible along with advertising
and discounts.
In the decline stage, sales drop, as consumers may have changed, the product is no longer relevant or
useful. Price wars continue, several products are withdrawn and cost control becomes the way out for
most products in this stage. Therefore, the effective solution for company at this time is lauching a new
products, innovate the current products or expand beyond target market such as Da Nang, Can Tho, Binh
Duong, not in HCMC anymore.
6.4.4. Policy for wholesales
• Attractive discount: 20-30%
• Advertising, free media: when progamming
• Support and free shipping
• Easy product returns: after 10 days
• Reward for the agent reaching monthly sales target: SIM card, voucher, gold.
• Testing regularly : responsible for checking retailer’s knowledge about products for a certain
amount of times. The retailers which pass the test will get vouchers.

26. 26
26
6.5. Pricing Strategy
6.5.1. Target-return pricing and breakeven point:
1. Total investment : 675.000.000VND
2. ROI: 20%  Expected profit : 135.000.000VND
3. Total fixed cost: 450.000.000VND
4. Expected unit sales: 150.000units
5. Variable cost per unit: 1500VND/unit
6. Total average variable cost: 225.000.000VND
7. Average profit per unit: 900VND/unit
8. Monthly target revenue : 50.000.000VND (about 9260units sold)
Unit cost = Variable cost + fixed cost/ unit sales
= 1500 + 450000000/150000 = 4500 (floor price)
Selling price = Avarage cost +
= 4500 +
20% 675000000
150000
= 5400VND (Price for wholesales)
Breakeven point = −
=
450000000
5400−1500
= 115384( )
Breakeven revenue = breakeven point * Unit price = 115384 x 5400 = 623.073.600VND
Breakeven time = revenue/ monthly target revenue = 623073600 : 50.000.000 = 12,46 (month)
Therefore, if the quantity of masks consumed in the first year is lower than 115384 units, there will be a
loss and the enterprise will get profit when there are more than 115384 masks sold.
6.5.2. Recommended price for E-mask
Producer (20% profit)  Wholesales (increased by 20-30% + VAT 5%)  Retailers (increased by 5-
15%)
5400VND  6500-7000VND  7000- 8000VND

27. 27
27
 The recommened final price for E-mask at pharmacy at average of 7500VND, not excess the
floor price 8000VND.
6.5.3. Quality leadership Strategy:
As being shown in perceptual map and the table showing pricing strategies based on relationship between
price and quality, Neovision choose the product-leadership strategy, which is high in quality at a medium
price, lower than normal cloth mask but higher than activated-carbon paper masks. The reason to belief is
that Neovision monopolized on technology to produce masks with special components and the role as a
pioneer in niche market as well.
6.5.4. Pricing strategies / tactics for price control
6.5.4.1. Discount - Discount
Contents:Discounts onthe purchase invoice
actually takes many forms such discount cash discount (discount when paying with cash), quantity
discount(discount for bulk orders), functional discount (discount for employees who purchase the

28. 28
28
enterprise or the members of the distribution channel), seasonal discount (seasonal discounts, festival,
event) ...
6.5.4.2. Allowance - discount
Contents: 1 Manufacturer pay the money for the retailer to accept the import of manufacturer, as well as
assist in promoting governance.
6.5.4.3.Discount and reduce price:
Discount payment is a price reduction for customers who pay in cash and pay quickly , in order to reduce
costs and debt recovery for corporate bad debts.
6.5.4.4.Promotional pricing :
A form of temporary price adjustment aims to support the sales promotion activities . There are several
forms of popular promotional pricing as follows : - Low pricing on special occasions such as holidays to
entice customers, if the product is to move inventory discounts with coupons (for customers who have
purchased the last time ) in order to encourage customers to buy regularly . Customers need to eliminate
as the expiring REASONS , product life-cycle is ending , revolving capital... Increase in sales for sales
strategies Location Balance ( Balance of revenue distribution locations )

29. 29
29
9. ACTION PLAN

30. 30
30
10. ANTICIPATED RESULTS
Expected profit : 135.000.000VND
Administration expenses: 50.000.000VND
Expected unit sales: 150000units
Monthly target profit : 50.000.000VND
Breakeven point = = = 115384( )
Breakeven revenue = breakeven point * Unit price = 115384 x 5400 = 623.073.600VND
Breakeven time = revenue/ avarage monthly revenue = 623073600 : 50.000.000 = 12,46 (month)
As we can see, it take 12 months to breakeven we expect to achieve a market share of five percent
and sales of about 623 million in the first year. The E-mask project will break-even in the first year. We
do not expect any Mask technology breakthroughs during this period. Competition is expected to be
based on design, price, and achieving widespread distribution, areas in which we expect to be very
competitive.
10.CONTINGENCY PLAN
If the competition increases advertising or our sales are less than expected, we are prepared to add as
much 150 million dong (20% investment) to our advertising budget so that we can push more sales and
brand awareness.
In case the company can reach the expected target revenue and face financial crisis (loss over 30%) we
will postpone promotional campaigns and cut operartional and variable cost. In the event of failure in
pricing strategy, we will conduct a survey to research customers and change the strategy into perceived
value pricing.

31. 31
31
PART B: APPENDICES
Appendix 1: Original Equipment Manufacturer (OEM) is a company that makes a part or subsystem
that is used in another company's end product
Appendix 2: The 5 levels of the product
Appendix 3 : Breakeven chart

32. 32
32
Appendix 4: Product Life Cycle
Appendix 5: Above the line (ATL) and Below the line (BTL)

33. 33
33
PART C: REFERENCE
Link website:
http://whatis.techtarget.com/definition/product-lifecycle-in-marketing
https://vanmarketing.wordpress.com/marketing-mix/kenh-phan-phoi-distributor/kenh-phan-phoi-
hien-dai-fmcg-mt/
http://www.brandsvietnam.com/4141-Quan-ly-kenh-phan-phoi-thanh-cong
http://letsmarketing.weebly.com/cac-loai-hinh-kenh-phan-phoi-trong-marketing.html