Vietnam National University -
International School

MKT370
CONSUMER BEHAVIOUR

May 2014

Social Marketing Plan

Group: Avengers

Memebers: * Trần Công Anh Minh * Bùi Quỳnh Hoa * Nguyễn Quốc Thắng * Nguyễn Mỹ Linh

Class: VISK2012B

Social Marketing Program To Raise
Awareness About The Use Of Water In Vietnam

Executive Summary
Facing the truth that water is running out in our planet because human kind have waste the water for many years so we decide to create a water filters. The function of this machine is recycling dirty water or water used for laundry to drink water. Normally, we reuse water instead of let it flow to sewers.
We have planned to create two types of filters. The first type is used for single family which cost from 3.5 millions Vnd to 15 million. The second type is special designed for industry which costs from 150 millions VND to call for price. We use the IRO technologic for handling water.
In the market segmentation, we categorized our potential customers into 3 different categories: middle class people, rich people and organization such as groups, construction companies. We try to sell an useful machine with a competitive and reasonable price. Public information about company through websites, social network etc…
We plan to sell 100 first 3 months and try to expand our market share within 2 years.

Table of Contents
1.0 Situation Analysis 6 1.1 Market Analysis 6
1.2 Implications of Situations Analysis 8
2.0 Objectives 9
2.1 Marketing Objectives 9
3. 0 Market Strategies. 10
3. 1 Market Segmentation. 10
3.2 Marketing Mix 11
3.2.1 Product 11
3.2.2.Place 11
3.2.3 Price 11
3.2.4 Promotion 12
4.0 Budget. 13
5.0 Implementation Plan 14
5.1 Action Program 14
5.2 Control 15

1.0 Situation Analysis
Like many other countries, Vietnam is a country that has to struggle with contaminated water. Vietnam is the 13th most populous country in the world and almost two-thirds of its people live along the country's three main river basins- Thai Binh, Mekong Delta and Dong Nai. Vietnam has 2360 rivers totaling to more than 10 km and it would appear that this should provide copious supply of water to the nation. However, due to the explosion of population along with the speed of urbanization, rapid industrialization has created a huge pressure on the living environment in Vietnam, particularly with the drinking water shortage is becoming more polluted. Most lakes in the big cities like Hanoi and Ho Chi Minh City where more populated and industrial areas are contaminated. Most of the domestic wastewater (about 600,000 m3 per day, with approximately 250 tons of waste is discharged to the river in Hanoi area) and water of industry (approximately 260,000 m3 and only 10 % is processed) will not be processed of which flow directly into the lake, then flowing out of the big rivers in the Red river Delta and Mekong River. In Hanoi, the total amount of wastewater of its up to 300.000-400.000 m3 per day.

1.1 Market Analysis Lack of access to clean water has been a major obstacle in the world, especially in developing countries where sanitation and hygiene has been affecting many people. Better managing water resources reduces the transmission of diseases and make life safer for millions of people. Because water is an invaluable resource, but it is not a permanent resource, and therefore the use of water filter is an essential job. That is why perfect Water Filters named Green Lanterns was born. Green lantern will filter thoroughly water for each region for the various components of water resources while ensuring good mineral for the body.

In today's marketplace, there are many types of water filter products with style, design, size and different quality. But why should you choose our Green Lantern’s products? First we will answer two of the most common questions customers:

1. What water purification technology is best now? 2. What are the advantage points of Green Lantern with the other brand?
1. What water purification technology is best now? Currently on the market, the most popular is the Nano and RO water purification technology. However, RO technology is the best water purification technology today in terms of the purity of the water after filtration. Water quality output have to preserve beneficial minerals for customers, eliminates bacteria and other harmful impurities. Use purified water for a long time can cause the body lacks many essential minerals because pure water is often filtered through RO technology that the beneficial minerals can also be filtered out. So that you can choose for your family a best water softener is not easy. People are still confused or between nanotechnology water purifier and RO technologies: 3. What are the advantage points of Green Lantern with the other brand?
Nano Water Softener using nanotechnology have larger openings, not completely eliminate mineral content and the quality that would be beneficial or not its not entirely sure because the water depends on the input water. However, Nano technology through rough handling system will easily cause membrane switches , membrane Nano does not have selective features to retain the beneficial minerals for the body , the Nano filter can not identify where is beneficial minerals are substances that are harmful to the body , so if your home water contaminated Nano technology can not completely remove the contaminants.While RO Water Purifier using technology RO ( reverse osmosis ) is the most advanced and fully technology now, the gap of the RO membrane size is 0.001 microns will produce absolutely pure water but RO technology to produce pure water and also completely remove minerals in water as pure water case I mentioned above. Unlike both of these 2 types of water filters, Green Lantern Vietnam has just released the Smart RO Water Purifier Iro - Green Lantern which gives consumers a good solution for water becomes purer. IRO is an advanced RO water purifier and intelligent activity due to the presence of the driver IC of the entire operation. Breakthrough in machine IRO is the emergence of the electronic circuits located at the left corner of the machine which is allowed for managing the entire operation. Machine function automatically indicates when it needs to replace the core. In addition, the machine is capable of automatic rinse RO membrane to prolong membrane life. Users will be assured of the quality of water through the machine IRO.
IRO water filter technology provides pure water. These have demonstrated that only 0.1 nanometer -sized pore size (pore size of the membrane RO), to prevent all hazardous substances arsenic , amoeba , ammonium , viruses , bacteria , and ion be harmful to the user ...

1.2 Implications of Situations Analysis Facing to the risk of environment, polluted water sources are adversely affect human health so that water purification products is becoming increasingly common in the life of every citizen. From there, the water purifier market is growing sharply. Currently in Vietnam, there are many brands of water purifiers like the universe, NANO, HTECH, OHIO and more popular as the Kangaroo brand.
1. If customers compare water purifiers Kangaroo's with another brand being sold on the market today, they found that in Kangaroo has many limited points. First, while the other water purification equipment imported from Malaysia and use 2 activated charcoal cores Kangaroo uses only a single active carbon core between 2 cotton cores
2. Secondly, difference between Kangaroo and the other machine is the system used inside the body. A label used mechanical, valve another used electronic valve. Mechanical valve of Kangaroo water purifiers have the downside is that after a period of using, the machine will be flown of waste continuously while electronic valve machine will solved this problem.
3. Third problem is the filter column shell. Filter column shell of Malaysia is thick while the Kangaroo is very thin. Moreover, Kangaroo water purifiers use small wire, during activities that may have clogged the machine
4. Some other brands are able to remove toxic substances of water but still retain good quality for human health, Kangaroo with the technology R / O has advantage of being able to separate the ions and molecules are very small in size, but the downside of RO is that it makes the metal ions in the water drops too much which influenced on the biosynthesis and metabolism of the body.
2.0 Objectives
Sell water filters and raising the awareness of people for conserving water
2.1 Marketing Objectives
Every business enterprise has certain objectives which regulate and generate its activities. Objectives are needed in every area where performance and results directly affect survival and prosperity of a business. Listen to the requirements of our customers and update frequently of customers' opinions about products and services of the company.
Developing new technology, introduce new designs and new tools and processes to minimise costs and to satisfy ever increasing wants of customers.
Raising the awareness of people for conserving water. Regularly organizing outdoor activities to learn about clean water and why clean water is important to every daily life?
Raising money to renovate and restore the river, contaminated river and depletion; establish corridors to protect important water sources.
Coorperating with the Environmental Organizations and organizing competitions books, photographs, short films to raise people's awareness of water use. The best film will be screened widely on the media. 3. 0 Market Strategies. 3. 1 Market Segmentation.
Three kinds of customers
1. Middle class people
2. Rich people
3. Groups, apartments, construction companies.
We divide our customers into 3 different categories.
The first is middle-class people who just can afford to pay 3 millions for our small lantern. The second is rich people, who live in the big and convenience houses, mansions. They can easily purchase our product if we point out the useful because they really want to be clean, clear and comfortable. The third group can be call “organizations”. They can purchase our big lantern to use for the whole building. Construction companies will be our partners because they will consider our machine as a part of their design.

3.2 Marketing Mix This section summarizes recommendations based on four components in an integrated marketing mix: the product strategy; the pricing strategy; the placement strategy; and the promotional strategy.
3.2.1 Product
We divide our products into 2 general types of water filter. The first is for the households and the second is for industries. In the household products, there are 5 different price levels starting from 3.500.000vnd to 15.000.000 vnđ. With the industrial products, we separate into 3 types of water filter. The cheapest filter is 150.000.000 vnd and the rest of filter is called for price (it means negotiable price) depends on the capacity of the meachine and we have the discounts and allowances for industries because we want to create the long-term relationship with them. 3.2.2. Place
We choose the headquarter in Nam Dinh province because it has the large area and it stands among huge industrial fields and the place we choose is far away from the urban area. Futhermore, this place is very easy to keep in touch with other industrial areas.

3.2.3 Price There are two type of Water Filter in our program. The small one can be used inside a family with the price can be afforded by middle class people about 3 millions VND. The large one is used in a high building, apartment which costs at least 10 millions VND depends on how large of the building. Green Lantern promises to provide many discount programs, supportive price for customers but ensure the quality. The most significant costs to reduce or avoid are * Cost of handling water after using because water will automatically goes to the machine. * Cost of guarantee because we promise to do maintenance every week freely.
3.2.4 Promotion
The promotional strategy includes guidelines for designing effective, attention-getting messages, selecting appropriate information channels, and identifying promotional activities to promote change including: advertising, public relations, policy changes, public information, special events, and community-based activities to bring about the desired changes. A variety of promotional tactics and information channels are appropriate for customers to get close to our product. We hold an ambition to raise the awareness of saving water inside each person. Promotional tactics should be designed to reinforce the product, pricing, and placement strategic approaches discussed above. * Distribute program information via water bills, emails, social networks, company’s websites. * Savings opportunities and practical information related to water use; * Importance of being a good water steward * Saving water for next generations * Being a polite user.

4.0 Budget.
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Sales 10.000.000.000 VND
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-
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Expenses
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------------------------------------------------- Material 1.000.000.000 VND
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Labor 1.000.000.000
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Staff salaries 1.200.000.000
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Cost of installation 150.000.000
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Cost of guarantee 100.000,000
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Cost of maintenance 100.000.000
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Advertisement expense 2.000.000.000
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Events holding expense 4.000.000.000
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Net loss/profit 450,000,000
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- VAT (10%) 45.000.000
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------------------------------------------------- 405.000.000
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Description : We plan to sell 300 machine include 30 big lantern for buildings, apartment and 70 small lantern for families. Even the budget point out we are facing loss but we have to carried out those expense and try to adjust it

5.0 Implementation Plan
5.1 Action Program

* Email to apartment owners, investors of building, big construction brand name.

* Radio advertisements.

* Poster, clips display for placement in partner organization sites. * Holding events for conserving water monthly. * Strongly focus on social network advertisement.
Description: Public Information is a most important in our impletation plan. Green Lantern aware of that clearly so we try our best to inform our potential consumers about the purpose of our product and how things will change when people using ourr Filter usually.
First of all, we create a relationship with big construction brand name, investors and apartments’s owners. Those are people or organizations who can use our product as a part of any construct that they build. Imagine that the amonut of water will be saved inside a building will be much, much, much higher than a single family.
Secondly, we try to use some traditional but necessary way to promote our plan and also inform our product into publicity like radio, posters, clips and we plan to hold many events frequenlty. In those events, we want to attract people to come and see how our machine works as well as hearing from experts, scientist about the importance of saving water.
The last plan and also the most important plan is social network advertisement. Nowadays, people quit using blog, yahoo. They spend very few times per day for emails, why?. Because they use almost their before, during and after working and studying to access on social networks like Facebook, Twitter, etc..
We know that so we will have a big promotion plan in social networks. It will be started by a Facebook fanpage, in that page everything about our plan, product, service will available. In the future, we plan to contact with Facebook and other social networks to be their partner. Because, we believe that our plan is very necessary for society.
Timeline: Implement beginning July 1, 2014 through September 2014

5.2 Control
We- Green Lantern try to make sure that products are installed rightly. Customers know how to use it by reading the instruction manual as well as heard from the staff and technological person. Our products have passed many examinations and tests before getting the license issued by “Ministry of Natural Resources and Environment”. Customers can believe on our product. We also promise to improve and upgrade our machine. No staff have right to argue with customers. We always have coordinator, supervisor for any works of the company include installation, guarantee, promotional plan.