1108-Group 03-Case For Teeth - Tài liệu tham khảo | Đại học Hoa Sen

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