HOA SEN UNIVERSITY
MINISTRY OF EDUCATION & TRAINING
FACULTY OF ECONOMICS AND MANAGEMNET HOA SEN UNIVERSITY @ ? ____________________ FINAL REPORT PRODUCT MANAGEMENT
Project Name: A New Product – Case For Teeth Group: 03 Class: 1108_2131 Subjects: Product management Lecturer: Phan Minh Tuấn [Semester 2131, December 2021] Group 03 HOA SEN UNIVERSITY
MINISTRY OF EDUCATION & TRAINING
FACULTY OF ECONOMICS AND MANAGEMNET HOA SEN UNIVERSITY @ ? ____________________ FINAL REPORT PRODUCT MANAGEMENT
Project Name: A New Product – Case For Teeth Group of students: Full name Student ID 1 Khưu Hoàng Thanh Giàu 2196137 2 Nguyễn Hoàng Hiệp 2190086 3 Huỳnh Thiên Kim 2196607 4 Lê Kiều Duyên 2191273 5 Đặng Yến Như 2197317 [Semester 2131, December 2021] Group 03 HOA SEN UNIVERSITY ACKNOWLDGEMENTS
Our team would like to thank Mr. Phan Minh Tuan for imparting useful knowledge to
us during the time of studying Product Management.
In the process of making the report, it is difficult for our team to avoid mistakes, and
we hope you will forgive them. At the same time, because our knowledge is still wide
and our level is still limited, the report cannot avoid errors, we look forward to
receiving your comments so that our team can learn more. knowledge as well as improve the report better. i HOA SEN UNIVERSITY COMMITMENT
We hereby commit that the report is completely taken seriously by the team members.
The report is an independent research work of our team under the guidance of lecturer Phan Minh Tuan
The information, data and reference images in the article are clearly and fully cited.
Our team takes full responsibility for this commitment ii HOA SEN UNIVERSITY CATEGOGY
Acknowldgements------------------------------------------------------------------------i
Commitment------------------------------------------------------------------------------ii
Categogy----------------------------------------------------------------------------------iii
List of pictures---------------------------------------------------------------------------vi
List of tables-----------------------------------------------------------------------------vii
PART I. NEW PRODUCT CREATION----------------------------------------------------1
I.1. Idea generation:----------------------------------------------------------------------------1
I.2. Evaluating the ideas-----------------------------------------------------------------------5
I.2.1. Idea formation process:-----------------------------------------------------------5
I.3. Choosing and ranking factors:-----------------------------------------------------------6
I.4. Type of new product:----------------------------------------------------------------------8
PART II. PRODUCT INNOVATION CHAPTER (PIC)--------------------------------8
II.1. Background--------------------------------------------------------------------------------8
II.2. Focus---------------------------------------------------------------------------------------8
II.3. Goal and objective------------------------------------------------------------------------9
II.3.1. Objective:--------------------------------------------------------------------------9
II.3.2. Goal:------------------------------------------------------------------------------10
II.4. Guidelines--------------------------------------------------------------------------------10
II.4.1. Innovation: Launched for the first time in the market---------------------10
II.4.2. Time-------------------------------------------------------------------------------11
II.4.3. Copyright protection------------------------------------------------------------11
PART III. NEW PRODUCT PROCESS--------------------------------------------------11
III.1. Phase 1: Opportunity Identification and Selection--------------------------------11
III.1.1. Idea-------------------------------------------------------------------------------11
III.1.2. “Orthodontics” trend-----------------------------------------------------------11
III.1.3. Eating out habits----------------------------------------------------------------12
III.1.4. Dental hygiene needs----------------------------------------------------------13
III.2. Phase 2: Concept Generation---------------------------------------------------------13
III.2.1. Concept information process-------------------------------------------------13
III.2.2. Market research----------------------------------------------------------------17
III.2.3. Perceptual map-----------------------------------------------------------------18 iii HOA SEN UNIVERSITY
III.2.4. Judgment------------------------------------------------------------------------25
III.3. Phase 3: Concept Evaluation---------------------------------------------------------25
III.3.1. A.T.A.R model------------------------------------------------------------------25
III.3.2. Total cost to produce a unit---------------------------------------------------27
III.3.2.1. Cost-plus pricing-------------------------------------------------------------27
III.3.2.2. Value-based pricing----------------------------------------------------------28
III.3.3. NPV (Concept 1): Patronus I with two “Smart”.--------------------------28
III.3.4. NPV (Concept 3): Case for comfort in movement.-----------------------30
III.3.5. NPV (Concept 4):Case can be used many times and has compact
packaging.--------------------------------------------------------------------------------32
III.3.6. House of quality----------------------------------------------------------------33
III.4. Phase 4: Development-----------------------------------------------------------------35
III.4.1. Benefit---------------------------------------------------------------------------35
III.4.2. Chunks and functions----------------------------------------------------------35
III.4.3. The detail of Case For Teeth--------------------------------------------------36
III.4.4. Components---------------------------------------------------------------------37
III.4.5. Packaging form-----------------------------------------------------------------38
III.4.6. Logo of Case For Teeth-------------------------------------------------------38
III.5. Phase 5: Launching--------------------------------------------------------------------38
MARKETING PLAN-------------------------------------------------------------------------38
A. Situation analysis------------------------------------------------------------------------39
1. Industry background------------------------------------------------------------------39
2. Company background----------------------------------------------------------------39
3. SWOT analysis------------------------------------------------------------------------39
B. Marketing objectives--------------------------------------------------------------------40
C. Marketing strategy-----------------------------------------------------------------------40
1. General marketing strategy------------------------------------------------------------40
1.1. Segmentation and targeting-------------------------------------------------------40
1.2. Brand differentiation strategy----------------------------------------------------41
1.3. Brand positioning strategy--------------------------------------------------------42
2. Specific target market strategies------------------------------------------------------42
2.1. The product strategy---------------------------------------------------------------42
2.2. The pricing strategy----------------------------------------------------------------43 iv HOA SEN UNIVERSITY
2.3. Distribution strategy---------------------------------------------------------------43
2.4. Communication strategies--------------------------------------------------------43
D. Action program (Tactics)---------------------------------------------------------------44
1. Communication plan (IMC plan)---------------------------------------------------44
1.1.Media Objectives-------------------------------------------------------------------44
1.2.Tools----------------------------------------------------------------------------------44
1.3.Media plan from December to May, 2022.--------------------------------------46
2. Timeline--------------------------------------------------------------------------------53
2.1.Overview of media plan from December to May 2023-----------------------53
2.2.Overview of campain--------------------------------------------------------------54
E. KPI-----------------------------------------------------------------------------------------54
F. Marketing budget------------------------------------------------------------------------54
Chapter 6. Intellectual Property Registration-------------------------------------------55
References-------------------------------------------------------------------------------viii
Lecturer's comments-------------------------------------------------------------------ix
Work assigment and evaluation------------------------------------------------------x v HOA SEN UNIVERSITY List of pictures
Picture 1: Kind of our product in the market--------------------------------------------------8
Picture 2: Perceptual map [Convenience and Novelty]------------------------------------23
Picture 3: Perceptual map [Convenience - Dental hygience]-----------------------------23
Picture 4: Perceptual map [Convenience - Safety]-----------------------------------------23
Picture 5: Perceptual map [Novelty - Dental hygience]-----------------------------------24
Picture 6: Perceptual map [Novelty - Safety]-----------------------------------------------24
Picture 7: Perceptual map [Dental hygience - Safety]-------------------------------------24
Picture 8: Pakaging of Patronus I-------------------------------------------------------------38
Picture 9: Logo of Patronus I------------------------------------------------------------------38
Picture 10: Overview of media plan----------------------------------------------------------53
Picture 11: Timeline of campain---------------------------------------------------------------54 vi HOA SEN UNIVERSITY LIST OF TABLES
Table 1: V-R-I-N model--------------------------------------------------------------------------5
Table 2: Ranking factors-------------------------------------------------------------------------7
Table 3: Concept generation-------------------------------------------------------------------13
Table 4: Market research result----------------------------------------------------------------17
Table 5: Comparision between our product and others company with 4 important
factors----------------------------------------------------------------------------------------18
Table 6: Comparision of our concepts to main competitors-------------------------------21
Table 7: Note for perceptual map-------------------------------------------------------------22
Table 8: Result of the survey 50 respondents------------------------------------------------26
Table 9: Cost-plus pricing----------------------------------------------------------------------27
Table 10: Data for NPV - Concept 1 (milion VNĐ)----------------------------------------29
Table 11: Data for NPV - Concept 3 (milion VNĐ)----------------------------------------31
Table 12: Data for NPV - Concept 4 (milion VNĐ)----------------------------------------32
Table 13: Note for House of quality----------------------------------------------------------33
Table 14: House of quality---------------------------------------------------------------------34
Table 15: Chunks and funtions of Patronus I------------------------------------------------35
Table 16: Details of Patronus I----------------------------------------------------------------36
Table 17: Components of Patronus I----------------------------------------------------------37
Table 18: SWOT analysis of Patronus I------------------------------------------------------39
Table 19: Media tools---------------------------------------------------------------------------44
Table 20: Marketing activities for Pre-launching-------------------------------------------46
Table 21: Marketing activities for Launching-----------------------------------------------47
Table 22: Detail marketing tools and main media activities for Stage 1----------------50
Table 23:Detail marketing tools and main media activities for Stage 2-----------------51
Table 24: Detail marketing tools and main media activities for Stage 3-----------------52
Table 25: Estimated marketing budget for 6 months---------------------------------------54 HOA SEN UNIVERSITY
PART I. NEW PRODUCT CREATION I.1. Idea generation: v Idea 1:
 Product: Yonola – Nutrition Breakfast
 Idea formation: Breakfast is very important, but most people ignore it. Because
they don't have time to prepare breakfast. On the other hand, they eat very
quickly and do not ensure enough nutrients to provide energy. The solution to the
above problem is a breakfast product that combines Yogurt and Granola.
Breakfast is quick, convenient, and saves time. A healthy breakfast enhances
memory and concentration. Contribute to building healthy habits
 Description: This product combines yogurt and granola, 2 in 1 product. Yogurt
is naturally fermented from fresh milk. Granola is a blend of many healthy
foods, no sugar that provides plenty of protein and fiber. Delicious taste, light
bar, no preservatives. This product help to save time for breakfast and provide
enough nutrients. Supports digestion, lowers blood sugar and cholesterol.
 Target customer: Products are aimed at customers who are students, office
workers, customers with special diets. They don't have much time for breakfast
but still want to have a meal full of nutrients and provide enough energy.
 Distribution: Supermarket and convenience store. v Idea 2:
 Product: Wireless charger for laptop
 Idea formation: Today, the number of people using the laptop to work and study
is very much. Carrying a laptop with a charging cord and always needing a seat
with a power outlet can charge the battery easily. However, it is always
necessary to have an electrical outlet near the workplace/study as well as the
charging cord causing entanglement and inconvenience, charging cord is not
long enough to plug in the charger in some cases. So to make it easier to use 1 HOA SEN UNIVERSITY
your laptop anywhere without a power outlet and save space, a wireless charger
will help you solve these problems.
 Discription: Wireless charger will help you not have to carry around a bunch of
cumbersome wires like before. The wireless charger can be placed in many
locations, everyday space for study and work, to make it most convenient for
charging your laptop battery. That is the type of charger you just need to put the
laptop on a charging surface without plugging it indirectly, and the charging
device needs to come fully charged before use. This product is created to
continue the innovation and success of wireless chargers for smartphone devices in recent years.
 Target customer: This device is aimed at customers who often use laptops for
work and study. The use of a wireless charging dock makes them more
convenient in their work, not wasting time looking for a place to charge and plugin.
 Distribution: The product will be distributed and sold in stores selling electronic
devices such as Dien May Xanh, Mobile World... and also on e-commerce sites:
Shopee, Lazada... for everyone can be easily purchased and used v Idea 3:
 Product or service: Aroma diffuser air conditioner
 Idea formation: In the process of using the air conditioner, you may encounter a
bad smell, or the fact that we eat and drink under the air conditioner will make
the room smell bad. That makes us have to use more typical room fragrant waxes
for air-conditioned rooms, that’s costly.
 Description: Air conditioners are made of different types of metal. Plastic and
other nontraditional materials are used to reduce weight and cost. Copper or
aluminum tubing, critical ingredients in many air conditioner components,
provides superior thermal properties and positively influences system efficiency.
They are comprised of stainless steel and other corrosion-resistant metals. Air
conditioner technology combines with air diffuser technology. Adding a new 2 HOA SEN UNIVERSITY
function is diffusing essential oils with ultrasonic technology and creating
negative ions during operation. The machine can both cool and purify the air,
support a healthy respiratory system, and create the perfect humidity for living
space without causing condensation to create an uncomfortable feeling. Cost
savings. Customers can experience the feeling of both using an air conditioner,
smelling and purifying the air.
 Target customer: The product is aimed at individuals, families, companies,
schools, and establishments using air conditioners. Customers love comfort and
convenience. Customer demand is high, they want to express themselves,
improve their living standards. Average salary from 5 million.
 Payment: Cash payment, installment payment, credit card payment
 Distribution: Focus on selling in big cities such as Ho Chi Minh City, Hanoi, Nha Trang, Phu Quoc, … v Idea 4:
 Product: Charge the battery from the sole of the sneakers.
 Idea formation: In the context of modern technology, the use of mobile devices
like Smartphones has become common in daily life. On average, each person
spends 7-8 hours on mobile devices per day. Each mobile device will have time
and battery capacity to use, after the mobile device runs out of battery, we have
to look for a charging device at that time. In particular, for urgent cases but
encounter situations such as forgetting to bring a charging device, not bringing a
backup charger, no place to plug in a charging device, not finding a charging
device, etc. The design that combines sneakers with a charging device can
enhance the function of your sneakers wherever you are. The device will be
suitable for people who love to practice walking/jogging and have a sports spirit.
 Description: a pair of sneakers designed with a removable sole that harnessed
kinetic energy from daily walking to charging mobile devices. A device that
collects energy from walking or jogging will be mounted in the sole of the
sneakers to charge the mobile device. The structure of the device to collect 3 HOA SEN UNIVERSITY
energy includes a battery and a USB charger that is designed to be compact and
match the sneaker. Maybe you need to walk about 8km to be able to charge a
Smartphone or other mobile device. The product is a combination of sports
practice and a charging device.
 Target customer: The product is suitable for customers who love to explore and
are passionate about sports and exercise by participating in hiking and climbing activities.
 Distribution: Products will be sold at sneaker stores, distributed in HCMC areas. v Idea 5:
 Product: Case for teeth
 Idea formation: I started braces from teeth in 2019. I always have a hard time
cleaning my teeth when I have to go out to eat. My family and friends are facing
similar difficulties. It's really annoying when we can't clean our teeth when
eating out. Therefore, I had the idea to create a protective tooth cover for when
we eat and drink to make oral hygiene easier in any situation.
 Description: Shaped like a transparent braces case, consists of a series of clear
trays (from 20 to 40 trays), which, depending on the condition of the teeth, are
tailored for each individual. Use Smart Track material. Product make a
protective layer for teeth during eating and drinking for easy cleaning. Reduce
the risk of dental problems.
 Target customer: The product will be suitable for customers aged 15 years and
older because, at this age, most customers have completed their dental
framework, completely replaced their teeth, it will be easy to shape the tooth protection mold.
 Distribution: Products will be made in dental clinics. 4 HOA SEN UNIVERSITY
I.2. Evaluating the ideas
I.2.1. Idea formation process:
For screening all ideas and deciding to choose an idea of the best product/service, we
will apply the VRIN model with 4 elements: valuable, rare, inimitable, non- substitutable. 
Valuable: Products/services from new ideas must bring value to the company,
like helping the company improve their weaknesses, promoting strengths,
providing sustainable development opportunities for the company. 
Rare: The scarcity and novelty of the idea that only your company has and
there's never been before. If the product has value for the company but imitates
other ideas, that does not create uniqueness, rare to the product. 
Inimitable: It is something that no competitors can easily imitate your products. 
Non-substitutable: Your product cannot have many other replaceable products.
If there are many other choices for your products, customers may choose competitors' products. Table 1: V-R-I-N model Idea Valuable Rare Inimitable Non - substitutable Yonola x x ... ... Wireless charger for x x ... x laptop Aroma diffuser air x x ... ... conditioner Charge the battery x x ... ... 5 HOA SEN UNIVERSITY from the sole of the sneakers. Case for teeth x x x x
After analyzing VRIN model, the ideas are selected as "Wireless charger for
laptop" and "Case for teeth."
I.3. Choosing and ranking factors:
Meet Demand (25%): Regardless of whether a product or service is launched in the
market, it is aimed at the core purpose of which is to meet the needs of the market. To
create a valuable product, firstly pay attention to the customer's needs. Because a good
product or a good service can change the customer's view of the business. The more
product value is to customers and profitable for the business. Products are selected for
launch based on new product development and improvement of existing products, so
these are considered potential products for the market. Besides, this is also one of the
important factors that will affect the business, including growth and customer loyalty.
And this factor accounts for 25%.
Differences (20%): In the market, there are always competitors to attract customers.
For customers to feel the difference of the product is very important because when the
product is outstanding and unique compared to other products on the market, the
difference of the product will be a competitive advantage. and persuade customers to
choose products over competitors. The difference is also a measure of the level of
persuasion of customers compared to competitors. So this "difference" is 20%.
Price (20%): A customer's purchasing choice is heavily influenced by the price of a
product. This is the point that attracts customers to buy or use products/services. For a
reasonable price, this will be a plus point for attracting customers. The "price" factor
contributes to the evaluation of the product's value and quality. Therefore, the "price" factor is 20%. 6 HOA SEN UNIVERSITY
Convenience (15%): Convenience includes many factors: ease of use, value product,
and multitasking. This leads to behavior after the customer's purchase or use of the
product. The “convenience” factor accounts for 15% of the total.
Satisfaction (20%): Satisfaction is expressed through the customer's satisfaction with
the product. A product or service has built trust and loyalty in customers, the product
will be more widely in the market. With social media combined with word-of-mouth
culture, customers' thoughts and feelings about the product can be transmitted to those
around them. The factor accounts for 20% of the total.
Table 2: Ranking factors Items Ratio
Wireless charger for laptop Case for teeth Rank Mark Rank Mark Meet demand 25 3 75 5 125 Differences 20 4 80 3 60 Price 20 2 40 4 80 Convenience 15 3 45 5 75 Satisfied 20 3 60 4 80 Total 100 300 420
After analysis, discuss the two potential ideas above. And score and evaluate based
on a 5-point scale. We decided to choose the product idea "Case for teeth" to
develop, produce and launch into the market. 7 HOA SEN UNIVERSITY
I.4. Type of new product:
Picture 1: Kind of our product in the market
PART II. PRODUCT INNOVATION CHAPTER (PIC) II.1. Background
Nowadays, customers give significant attention to improving their appearance. About
the past three years, we can see that Orthodontics really exploded with the benefits it
brings and as a spectacular transformation on appearance. However, customers, who
are in the orthodontics process, facing some troubling issues in oral hygiene follow the
dentist's instructions: often time-consuming and difficult to clean in some cases, as it
has to always carry dental hygiene kits with you (Brushes, toothpicks,
mouthwashes, ...) or cannot eat comfortably.
So we want to bring our customers a solution to the convenience of oral hygiene
through the product "Case for Teeth" to meet needs for comfortable eating and oral
hygiene easier. In combination with dental facilities to provide the customer with the most suitable product. II.2. Focus  Name: Patronus I 8 HOA SEN UNIVERSITY
 Description of technology: SmartTrack is made from high quality multilayer
polyurethane, meeting medical standards to ensure safety for health. The
SmartTrack material is a more comfortable fit than the single-layer plastic
(EX30). SmartTrack is clear, strong, thin and flexible. Hypoallergenic, inert, and
biologically stable, the SmartTrack material is FDA approved, and safe for use by
children and adults. The BPA-free SmartTrack is flexible and durable. Similar
SmartForce features to the clinically proven SmartTrack material for easier jaw movement.  Target:
o Target market: Currently, the team wants to reach customers in Ho Chi Minh City.
o Target customer: Customers who have a need to care about oral health or are
in the process of braces or are being treated for dental problems. The product
will be suitable for customers aged 15 and over because at this age, most
customers have replaced all of their baby teeth, completing the permanent
molars. This will help shape the teeth for customers easier, customers can
use the product in a long and sustainable way.  POD :
o As the first tooth protection product on the market, different from dental
protection products used in sports, it can serve most customers who have or are currently wearing braces.
o The product's applicability is high, it can be used in all cases.
o Simple design, using high-quality materials, extremely durable, evaluated
and performed by a team of dental experts.
II.3. Goal and objective II.3.1. Objective:
Exclusively develop and manufacture the Case for teeth product. 9 HOA SEN UNIVERSITY
Well received by customers, becoming an essential product in the needs of oral hygiene and care.
Based on the condition of each customer's teeth, the product will be designed to match
the tooth mold, in order to achieve customer satisfaction when they have the
opportunity to experience the product.
Products will be widely distributed at reputable dental clinics and pharmacies in the Vietnamese market. II.3.2. Goal:
Changing customers' awareness and habits about oral hygiene, not only toothpaste,
mouthwash, water flosser, brush,...
Increase brand awareness (4 months) and create a market share of 15% in Vietnam (next 3 years). II.4. Guidelines
II.4.1. Innovation: Launched for the first time in the market
If you are a person with specific needs or are in the process of orthodontics, you will
have heard of the necessary items for oral hygiene every time eating and drinking, but
it will be quite inconvenient if we are in a place where we do not have enough
conditions to be able to use such items. Therefore, our team has researched,
researched and launched the product "Case for teeth" with the function as a product
that both protects against breakage of plates (such as broken elastic bands, broken
brackets, etc.) just clean your teeth every time you eat and drink. Completely
convenient and does not lose aesthetics for users, especially today young people tend to upgrade themselves more.
With SmartTrack material, it will help "Case for teeth" avoid the effects of bacteria,
acids, and other chemicals from food. environment, saliva,... On the Vietnamese
market, there are products that use similar SmartTrack materials to make "Invisalign
transparent orthodontics", however this product's main purpose is to use orthodontics,
so the price is quite high, hard plastic material is mainly used for shaping, so it is 10 HOA SEN UNIVERSITY
inconvenient for users. Therefore, the product "Case for teeth" is the perfect
combination to bring customers an enjoyable experience and reasonable price. II.4.2. Time
Because this is the first product launched on the market, the time of announcement
must be chosen to provide the most appropriate and absolutely confidential
information about the product before it is released to the public.
The product "Case for teeth" can be launched on the market around the end of
December and the beginning of January because this is the time near Tet, people's
demand for eating and drinking becomes more than ever. This will be a reason for
everyone to have the opportunity to try this product.
II.4.3. Copyright protection
Products will be registered with measures to protect intellectual property rights.
PART III. NEW PRODUCT PROCESS
III.1. Phase 1: Opportunity Identification and Selection III.1.1. Idea
The idea of the product "Case for teeth" was born from the problem that my team
member is facing, which is oral hygiene during orthodontics.
Share of Hoang Hiep: “I started braces in 2019. I always have difficulty in cleaning
my teeth when I have to eat out. My family and friends are having the same problem.
It's really annoying when we can't clean our teeth when eating out. So, I had the idea
to create a dental guard when we eat and drink to make it easier to clean our teeth in
all situations, ensuring oral health for ourselves and everyone around. .
III.1.2. “Orthodontics” trend
Orthodontics are considered an explosive trend in the past 3 years. One of the
cosmetic methods used by many people to contribute to improving the aesthetics of
teeth in particular and appearance in general. In addition, braces not only help us have
a beautiful smile, but most importantly, help to standardize the bite, improve chewing 11