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INTERNATIONAL MARKETING REPORT TOPIC: PRODUCT MANAGEMENT Subject : product Management Class ID : MK307DE01 - 1297_2233 Lecturer : Ms. Tran Thi Thu Hien Group : 4
1. Nguyễn Thị Hải Vân - 22000046
2. Nguyễn Trương Mỹ Ý - 22011448 3. Hồ Kim Ngọc - 22011602
4. Nguyễn Chí Quang - 22012036
5. Nguyễn Thanh Huyền - 22014965
6. Lê Trần Hiểu Băng - 22014917 Ho Chi Minh. May 2023 
INTERNATIONAL MARKETING REPORT TOPIC: PRODUCT MANAGEMENT Subject : Product Management Class ID : MK307DE01 - 1297_2233 Lecturer : Ms. Tran Thi Thu Hien Group : 4 NUMBE NAME ID STUDENT FINAL HOMEWORK EVALUATE R 1 Nguyễn Thị Hải Vân 22000046 + Micro environment 100% + Table VRIN framework + Initial Reaction technique
+ Negative problem during product trial production
To overcome these negative problems,
businesses need to go through the following factors: ii 2
Nguyễn Trương Mỹ Ý 22011448 + Marco Marketing 100% + Concept (3 Concept) + Initial reaction technique + Product Design + Product Architecture 3 Hồ Kim Ngọc 22011602 + Opportunities 100% + Concept (3 Concept) + Concept testing technique + Product Use Testing (1) 4 Nguyễn Chí Quang 22012036 + PIC 100% + Ideas (8 Ideas) + Concept testing technique + Product Use Testing (2) 5
Nguyễn Thanh Huyền 22014965
+Rejecting inappropriate opportunities 100% + VRIN framework + Scroring Model + Benefit of product
+ Detail components of “Peach lotus seed tea” 6 Lê Trần Hiểu Băng 22014917 +About Suntory 95% + Suntory 4Ps + PowerPoint Ho Chi Minh, May 2023 COMMIMENT iii
Our team has read and understood the violations of academic integrity. The team
affirms with our honor that this final exam was taken by the team and did not violate academic integrity. ACKNOWLEDGEMENT iv
Group 4, our group would like to thank Ms.Tran Thi Thu Hien - Lecturer of
Product Management for guiding us throughout the learning process and guiding
the team to complete the report. this in the best way. The report is complete but
there are certainly many shortcomings. Our group would love to hear suggestions
and help from the lecturer. Fix mistakes and better. TABLE OF CONTENT
COMMIMENT......................................................................................................................
ACKNOWLEDGEMENT.................................................................................................. v
TABLE OF CONTENT..........................................................................................................
TABLE OF TABLE...... ......................................................................................................
About Suntory.......................................................................................................
Phase 1: OPPORTUNITY IDENTIFICATION. .....................................................
1.1. 4Ps...................................................................................................................
1.2. Micro environment ........................................................................................
1.3. Macro marketing...........................................................................................
1.4. Opportunities.................................................................................................
1.5. Eliminate inappropriate opportunities........................................................
1.6. Product Innovation Charter (PIC)...............................................................
Phase 2: CONCEPT GENERATION......................................................................
2.1. VRIN Framwork. . .........................................................................................
2.2. Concepts. ........................................................................................................
Phase 3: PRODUCT CONCEPT EVALUATION...................................................
3.1. Initial Reaction..............................................................................................
3.2. 3.2. Concept Testing.......................................................................................
3.3. Scroring Model..............................................................................................
A – T – A – R MODEL. ........................................................................................
Phase 4: PRODUCT DEVELOPMENT.................................................................
4.1. Benefit of product. .........................................................................................
4.2. Detail components of “Peach lotus seed tea”...............................................
4.3. Product Design...............................................................................................
4.4. Product Architecture.....................................................................................
4.5. Negative problem during product trial production.....................................
4.6. Product Use Testing.......................................................................................
Phase 5: LAUNCHING PRODUCT....................................................................... vi
5.1. .........................................................................................................................
5.2...........................................................................................................................
5.3. .........................................................................................................................
REFERENCES. .......................................................................................................................
TABLE OF IMAGE & TABLE
Table 1: VRIN framework............................................................................................ vii
Table 2: Product concepts of 8 products (Form, benefit and technology)...................
Table 3: Table about concept variants..........................................................................
Table 4: Table scoring model………………………………………………………..
Table 5: Detail components of product………………………………………………
Table 6: Product Architecture………………………………………………………..
Image 1: Famous products of Suntory.........................................................................
Image 2: Product price table of Suntory......................................................................
Image 3: Product Design..............................................................................................
Image 4:........................................................................................................................
Image 5:........................................................................................................................
Image 6:........................................................................................................................
Image 7:........................................................................................................................
Image 8:........................................................................................................................
Image 9:........................................................................................................................
Image 10:......................................................................................................................
Image 11:......................................................................................................................
Image 12:......................................................................................................................
Image 13:...................................................................................................................... About Suntory viii
When it comes to the world's leading producer of packaged goods with annual
revenue, it is impossible not to mention Suntory with sales of $ 20.2 billion
excluding taxes. Suntory covers all continents: the company is in the Americas,
Europe, Africa, Asia and Oceania and is constantly searching for new markets and
expanding them. The leader is Yatte Minahare, a multi-talented and intelligent
person who leads more than 40,886 employees who are dedicated to making
everyone's life more fresh by providing quality products and services to Suntory
customers across the globe. around the world. In 2022, the Suntory Group is one of
the fifth most admired companies in the global beverage industry. According to the
promise made since its founding, Suntory Group is committed to creating harmony
between people and nature: protecting nature, promoting community and
promoting it widely. Suntory offers a diverse and unique selection of beverages
enjoyed by millions of people around the world. From award-winning Japanese
whiskeys like Yamazaki and Hibiki to premium malt beers and American spirits
from iconic brands like Jim Beam and Maker's Mark to drinks. Suntory's favorite
wines include Ribena, BOSS coffee, Iyemon tea, V and TEA, and Suntory
Tennensui water. Suntory is not only famous for its beverage business but also for
manufacturing health products and is engaged in flower and restaurant business.
Company information and statistics:
• Chairman, CEO, board member, representative: Niinami Takeshi (2014 - present) ix • Suntory Holdings Limited
• Headquarters in the world: Tokyo, Japan
• Founded: 1899 by Torii Shinjiro
• Employees: 40,886 as of December 2022 History:
In 1899, Torii Shinjiro tried his hand at business with the vision of selling liquor
and Western liquor in Japan. However, it is not supported by many people.
In 1907, he launched Akadama Port Wine which was made according to the
Japanese taste and became popular in Japan. In 1923 he entered the whiskey
business, starting the construction of the Yamazaki Distillery, the first single malt still in Japan.
In 1936, Suntory opened his own winery and officially broke it to dominate the market
In 1981, Suntory introduced canned oolong tea at a time when the beverage market
was dominated by carbonated soft drinks and juices.
The 1990s, marked the expansion of Suntory's presence in the beverage market
and subsequent launch of boss, the long-established brand of canned coffee. In
2013, after years of research and development, launched Iyemon tokucha.
In 2009, Suntory successfully expanded its business worldwide and developed day
by day and it is certain that Suntory will grow and become stronger to create good products to serve everyone.
Phase 1: OPPORTUNITY IDENTIFICATION 1.1. 4Ps x
Products: Suntory offers many unique and novel drinks, not to mention other
products with Pepsi that make young people extremely popular. And is used
because the new taste plays an important role in the digestion of food proteins.
Suntory started out as a family business founded in Japan and grown into a
multinational company with offices in the United States, Europe and Asia. Suntory
dominates and produces and products such as beverages: Alcoholic and non-
alcoholic beverages, especially the wine that is quite famous in Japan, and also very
popular. Special, products can also be given as a gift as: Beer, wine, filtered water,
carbonated water and teas to help purify the body and help refresh the spirit and
create functional foods that improve human health.
Image 1: Famous products of Suntory
Price: Suntory is popular among retail and grocery customers. Suntory continues
to expand the market widely before the prestige of the Asian multinational
corporation. Outside the Philippines, pacific drinks in Singapore; has a stake in a
joint venture with Garudafood Group in Indonesia. In Vietnam in July 2012,
Suntory acquired a 51% stake in PepsiCo Vietnam and changed its name to Suntory
Pepsico Vietnam. In addition, the product is greatly appreciated in large and
densely populated cities. To determine the selling price, Sunsory must carefully
determine the cost of completing the product such as: cost of materials, labor costs,
transportation costs, location costs to make a profit when selling each item
products. For drinks, prices range from 5000 VND to several million VND.
Interest rates are usually around 15-25% of the total value of the product. xi Beverage and food 5.000VND – 20.000VND Spirits 10.000VND – 800.000VND Beer 65.000VND – 150.000VND Health food 600.000VND – 2.000.000VND
Image 2: Product price table of Suntory
Place: Suntory can sell products directly to customers without intermediaries. At
this point, companies must have stores, sales teams or sales websites.
Manufacturers distribute their products through intermediaries such as
supermarkets, restaurants, shops...
Promotion: Focuses on traditional advertising on TV, radio, billboards,
newspapers or magazines, internet advertising, social media and other online
advertising techniques. The company also focuses on event organization and
charity. Promotions attract customers to the store by giving or discounting products,
combining gifts, giving products to users for free experiences. Promotions like
discount codes, free samples, and e-commerce shipping support are also an
important way to attract customers.
1.2. Micro environment The company
Suntory Holdings Limited is a Japanese multinational corporation specializing in
the production and distribution of alcohol, beverage, purified water, beer and food xii
products. The company was founded in 1989 by Shinjiro Torii as Torii Shoten, and
later changed its mane to Suntory in 1963.
Suntory has expanded its operations to many countries around the world, including
the United States, Canada, UK, Spain Germany, Italy, Sweden, Korea, China and
Australia. The company also has well-known brands such as Yamazaki, Hibiki and
Hakushu-Japanese whiskeys that are very popular around the world.
Today, Suntory is one of the largest multinational corporations in Japan, with more
than 300 subsidiaries and over 40,000 employees worldwide. The company’s vision
is to be “A company that contributes to a beautiful world through the value of our products and services.”
Suntory Group maintains its commitment from the early days of its founding to live
in harmony with people and nature, realized through activities of water resource
protection, community development, and promotion of culture and arts. Suppliers
Suntory is a large multinational corporation that sources its materials and supplies
from a variety of suppliers worldwide. The specific suppliers that Suntory works
with will depend on the products and services it requires.
In general, Suntory sources raw materials such as grains, fruits, and herbs for its
alcoholic and non-alcoholic beverages from local and international farmers and
suppliers. For example, the barley and malt used in their whisky production are
mainly sourced from Scotland and the United States, while the water used in their
products is sourced from local springs and wells in Japan.
Suntory also works with packaging and bottling suppliers to package their
products, as well as equipment suppliers to maintain their production facilities. The
specific names of these suppliers are not publicly disclosed. Market intermediaries
As a large multinational corporation, Suntory works with a range of market
intermediaries to distribute and sell its products. These intermediaries include:
1. Distributors: Suntory works with distributors in various regions around the world
to transport and deliver its products to retailers and other customers. xiii
2. Retailers: Suntory products are sold through a variety of retail channels,
including supermarkets, convenience stores, liquor stores, and online retailers.
These retailers purchase Suntory products from distributors and sell them to consumers.
3. Wholesalers: In some markets, Suntory works with wholesalers who purchase
large quantities of its products and distribute them to retailers.
4. Advertising and marketing agencies: Suntory works with advertising and
marketing agencies to promote its products and build brand awareness. These
agencies help to develop marketing campaigns and create advertising materials for Suntory's products.
5. E-commerce platforms: Suntory sells its products through various e-commerce
platforms, such as Amazon, in addition to its own online store.
These market intermediaries play a crucial role in the distribution and marketing of
Suntory's products, helping the company to reach a wider audience and increase its sales. Competitors
The company has several competitors across these different sectors. Some of the
main competitors of Suntory include:
1. Diageo: Diageo is a multinational beverage company based in the UK that
produces and distributes alcoholic beverages such as whisky, vodka, gin, and beer.
It is one of the largest spirits companies in the world.
2. Coca-Cola: Coca-Cola is a multinational beverage company that produces and
distributes non-alcoholic beverages such as carbonated soft drinks, juices, and
energy drinks. It is one of the largest non-alcoholic beverage companies in the world. xiv
3. Nestle: Nestle is a multinational food and beverage company that produces and
distributes a wide range of products, including coffee, bottled water, snacks, and pet food. Customer
Suntory's target audience is adults aged 18 and over, including both individual and
corporate customers, who are passionate about and appreciate the quality of its
alcohol and non-alcoholic beverages company.
Geography: Currently working and living all over the country. Publics
Suntory is a company that has engaged in several activities aimed at contributing
positively to the community. Some of the activities that the company has done for the community include:
1. Environmental conservation: Suntory has implemented several programs aimed
at reducing the impact of its production activities on the environment, including
reducing emissions, conserving energy and resources, and promoting the use of
environmentally-friendly raw materials.
2. Support for education and training: Suntory has supported several education and
training programs, providing materials and scholarships for students from
disadvantaged backgrounds and contributing to similar community activities.
3. Sports sponsorship: Suntory has sponsored several sports tournaments,
particularly soccer, to contribute to the development and promotion of sports for
the health and well-being of the community.
4. Support for social activities: Suntory has supported several social activities,
including programs to help people with disabilities, cancer patients, and other charitable activities. xv
5. Contribution to economic development: Suntory has contributed to the economic
development of several countries by investing in and constructing manufacturing
plants, creating job opportunities, and contributing to the income of local communities. 1.3. Macro marketing POLITICAL
Suntory operates in the beverage
industry, so food hygiene and safety
must also be ensured. Besides,
enterprises also have to comply with
the tax rate and meet the tax rate of the
product. In addition, the company must
be responsible for the laws of each
locality and region where the product is
distributed. Full ingredient printing,
product packaging in accordance with regulations. ECONOMIC
For beverage products like Suntory the
environment is becoming increasingly
competitive. The pressure from
retailers is increasing in terms of price
competition. After the Covid 19
pandemic, the economy slowed down a
bit, causing difficulties and quite
heavily affecting Suntory's revenue. SOCIAL
Today's customers are more demanding
and focused on product selection. They
tend to choose products that are clean,
good for health and ensure lip
problems. As a result, Suntory
expanded the non-alcoholic beverage
market. healthy, gentle. In addition,
applying an environmental policy that
allows Suntory to attract customers by
reducing plastic waste into the xvi
environment from the design of reducing plastic from product
packaging can also attract customers. TECHNOLOGICAL
In the developing technology era,
Suntory takes advantage of promoting
communication to be able to connect
with customers more by being able to
promote products through online
channels Besides, Suntory also applies
technology to reduce 16% in product packaging design. ENVIRONMENTAL According to a survey, 86% of
Vietnamese are willing to spend more
on brands that have a positive impact
on the environment. That is also the
advantage of Suntory when it focuses
on this issue from the very beginning.
Especially in recent years, Suntory has
promoted recycling and afforestation,
contributing to raising the awareness of
environmental protection to consumers. LEGAL
Suntory is a consumer goods company.
Therefore, they need to meet legal
criteria such as food hygiene and
safety, tax, and staffing that apply to all
small stores both globally and in the region. SWOT STRENGTH WEAKNESS
Suntory is considered the most
Although Suntory products have many
prestigious non-alcoholic beverage in
strengths, they cannot avoid the fierce
Vietnam. The Suntory Group is one of competition in the market
the world's leading consumer packaged The products selected by Suntory for
goods companies, occupying a sizable
the Vietnamese market are good, but competitive position among
still quite small, and will easily be xvii
consumers. Suntory's product portfolio beaten by competitors in terms of
is welcomed and enjoyed by millions product diversity. of people around the world
Catching up with the trend of healthy
living, supporting consumers to follow
the trend of healthy living (Olong tea plus) is loved and supported enthusiastically by consumers
Good communication has brought a
reminder to customers when it comes
to the product "drink for a lighter day" OPPORTUNITIES THREATS
To take advantage of strengths and Consumer demand for goods is
overcome weaknesses Suntory has
increasing. Therefore, the competition
seized the opportunity to occupy a
in the market is increasingly fierce,
position in the hearts of consumers.
with competitors competing to launch
Focusing on the health factor, Suntory
new products. Many businesses also
has continuously researched and
produce non-carbonated beverages, and
produced products that are less harmful have more products in the same
to health (Olong tea plus), besides
segment, making their position in the
Suntory also targets the environmental hearts of customers even narrower.
factor, reducing the amount of plastic
per bag. Product packaging contributes
to society, which is also a good
message that Suntory wants to send to
consumers message that Suntory wants to send to consumers. PESTLE ANALYSIS:
Suntory is a large company with a large number of customers, developing and
expanding the market is an essential condition that Suntory should do in the
afternoon at the present time. Because of operating in a competitive environment,
Suntory needs to be careful in every step. Therefore, the PESTLE model will help xviii
Suntory understand all aspects of the environment to be able to make the right decisions and strategies. 1.4. Opportunities
Opportunity 1: Now, with the process of globalization, today a lot of bad
products have appeared on the market, so Suntory is committed to not only creating
quality products, with original ingredients clear, but also meets the standards of
deliciousness, food, no preservatives, no colorants, but colored from all vegetables,
totally good for health. Thus, customers will be able to confidently trust and feel
secure in choosing and buying products for themselves and their families.
Opportunity 2: Because currently according to statistics, Vietnam ranks in the
top 8 in terms of environmental pollution because plastic bags are released into the
environment. Overcoming that, Suntory products are packed with paper boxes and
cans, tin box…, reducing the use of plastic bags or we can use zip bags because it
will both protect the environment and be convenient to carry when participating in
activities. outdoor movement. With the purpose of being environmentally friendly,
responding to and understanding the message of environmental protection, joining
hands to keep the environment green, clean and beautiful.
Opportunity 3: For women, the product not only meets the price and quality
factors, but the beauty and health care needs are also very important. Therefore,
Suntory has created goods, fresh, low-calorie product lines, such as nut milk, fruit
and soft drinks with natural ingredients to help satisfy the snacking needs of
women. but still healthy, beautiful skin, keep fit, fresh every day.
Opportunity 4: Suntory creates new product value, makes a big difference from
competitors, gives customers positive and meaningful messages, creates an
unforgettable and deep impression in the market. consumers mind when it comes to
products, build products to become the first choice for them.
Opportunity 5: Creating many new and unique designs and shapes, many
convenient functions for using and sharing fun, stimulating and satisfying the xix
interests, the desire to find new things. Help consumers feel interesting, arouse
curiosity, satisfy their selection and purchase needs.
Opportunity 6: Based on the proposed state policies, know the current youth
trends. Suntory has kept pace with the legal policy of ''No traffic after drinking'',
Suntory has quickly created the best products or services that support customers
without disrupting their lives. Their fun, for example: Alcohol drink, functional
foods to help relieve indigestion caused by alcohol or turmeric and honey lemon
jelly to help stay awake, avoid stomach pain when drinking too much. Not only
that, there are also services such as door-to-door pick-up, unless customers back to home.
Opportunity 7: For competitors, we need to understand the factors of the
competition, then we need to have the right marketing strategies and policies,
targeting the market segments that create products and services. valuable services
in terms of price, quality, novelty of design and differentiation, the strong
development of mass communication channels, rich in distribution activities selling
and buying between the cooperation of major partners with Suntory.
Opportunity 8: Focusing on products with the future, valuable products that
meet the needs and tastes of consumers are the products that bring business
opportunities in the future. Therefore, the upcoming Suntory will research and find
out the potential value of products for customers, in line with trends in the near
future or not? And to start focusing on implementing the business plan.
1.5. Eliminate inappropriate opportunities
After analyzing the above opportunities of Suntory, we found that with the above 5
opportunities, there are 6 opportunities that are not suitable for developing new product ideas.
Suntory 's Reason for Rejection:
Opportunity 2: We found that changing plastic bags to paper boxes, cans or zip
bags was very costly for the company. On the other hand, if you change those
packages without increasing the selling price, it will cause loss of sales for the xx