TABLE OF CONTENT

I. INTRODUCTION....................................................................................................2
II. ANALYSIS...........................................................................................................2
1. Marketing plan.......................................................................................................2
1.1. The strategic marketing plan links with the overall organisational mission,
corporate strategy, and objectives...............................................................................2
1.2. Marketing objectives for the marketing plan.....................................................2
1.3. Situation analysis................................................................................................3
1.3.1. SWOT..............................................................................................................3
1.3.2. PESTLE...........................................................................................................4
1.3.3. 5C analysis......................................................................................................7
1.3.4. Competitor analysis.........................................................................................8
1.4. Develop marketing strategies applying them to the extend marketing mix.....10
1.5. Marketing plan.................................................................................................11
1.6. Marketing budget.............................................................................................11
1.7. Tactical actions.................................................................................................12
1.8. Identify appropriate control and monitoring measures to ensure achivement of
objectives including metrics to measure success such as Return on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV) Net promoter score (NPS)
13
2. Make sure you include a comprehensive media plan that supports the planed
marketing campaign..................................................................................................13
2.1. Objective..........................................................................................................14
2.2. Describe and apply owned, earned, and paid for media...................................14
2.3. A 1-year media budget and Digital, offline, and social media channels for
communication..........................................................................................................14
3. Recommendations and rationale..........................................................................15
III. CONCLUSION.............................................................................................15
REFERENCE:...................................................................................................15
APPENDIX:..................................................................................................15
 I. INTRODUCTION
Hệ thống siêu thị và chuỗi cửa hàng Winmart&Winmart+
II. ANALYSIS
1. Marketing plan
1.1. The strategic marketing plan links with the overall organisational mission, corporate
strategy, and objectives.

Winmart's objective is to successfully establish the leading retail chain in Vietnam, contributing to
the improvement of Vietnamese people's quality of life and elevating Vietnamese people's standing
in the international market. With the stated aim of fully satisfying customers' needs, providing ease
and total safety when using products, and improving consumers' lives in the context of a modern and
expanding market. Winmart suggested a strategic marketing plan to construct a Winmart retail
supermarket system with the purpose of developing Winmart a top retail brand in Vietnam and
bringing foreign universities. Providing consumers with high-quality products and commodities at
reasonable rates, as well as contributing to the development of a fashionable shopping style with an
abundance of brands and excellent services., and many addutilities.

1.2. Marketing objectives for the marketing plan

Defining clear goals helps the process of implementing long-term goals of the business more
effectively. Winmart and Winmart+ supermarket systems also have specific SMART goals:

- Winmart and Winmart+ supermarkets aim at 3800 points of sale by the end of 2022.

S-specific According to the business results of the first 6 months of 2022

announced by Masan Group, the group's Winmart / Winmart +
supermarket chain has accelerated its expansion to 3000 stores and aims
to 3800 selling locations by the end of 2022.
M-measurable 3800 selling locations
A-actionable Winmart/Winmart+ has been and continues to be a famous supermarket
chain in Vietnam
R-relevent This goal is to expand nationwide
T-time-bound 6 months
- By 2025, Winmart/Winmart+ will increase the number of customers serving each day
from 600,000 to 2 million, increasing online revenue, accounting for 10% of revenue.
 S-specific Increase the number of customers served and increase online sales
M-measurable Increase the number of visitors per day from 600,000 to 2 million,
increase online revenue by 10%
A-actionable Consumers' demand for convenient shopping is increasing, and e-
commerce platforms are also becoming very popular with Vietnamese
consumers.
R-relevent Satisfy customers' shopping needs
T-time-bound 3 years

- The goal is that by 2025, the company will connect 30-50 million Vietnamese consumers
through 8000 supermarkets.

S-specific Expanding scale, serving customers across the country

M-measurable Open 8000 supermarkets and stores and connect 30-50 million
consumers
A-actionable Winmart/Winmart+ is currently a subsidiary of WinCommerce,
currently the only retail platform that develops supermarket and multi-
convenience store models, integrating throughout from direct to
online, optimizing shopping needs of different client files.
R-relevent Bring convenience to consumers
T-time-bound 3 years
https://vietnambiz.vn/he-lo-chien-luoc-moi-cua-wincommerce-huong-muc-tieu-100-trieu-khach-
hang-den-voi-winmart-va-winmart-202211291562940.htm

1.3. Situation analysis

1.3.1. SWOT

Strength S1: Winmart is under the management of Masan, one of the leading
economic groups in Vietnam. As a culturally savvy domestic
enterprise, local investors and partners with Wincommerce's support
policy for domestic suppliers are very practical, supporting domestic
consumers with many opportunities. using high quality Vietnamese
goods.
S2: With the goal of "For a better life for Vietnamese people",
 Vinmart and Vinmart+ also implemented many activities to support
domestic manufacturing enterprises, especially enterprises producing
agricultural products to ensure safety. food.
S3: Winmart and Winmart+ are in densely populated areas, with
convenient traffic locations, and a nationwide cave system.
Weakness W1: Not much experience in agriculture
W2: Large scale leads to difficulties in management and operation
W3: High employee turnover
W4: Many stores have not yet won the love of customers and many
products have not yet brought added value
Opportunities O1: Vietnam is one of the potential retail markets assessed due to its
large population and improved purchasing power.
O2: Vietnam with a large population of nearly 90 million people,
high consumption demand
O3: Consumers aim for clean, safe products to ensure health
O4: Most supermarkets do not have a separate area to display and
introduce clean vegetables of clear origin
Threat T1: Competing with many world-renowned retail brands and
experienced foreign retailers such as Metro, Big C...
T2: Information disorder about clean food affects consumer
confidence
T3: The activity of providing consumers with the lowest prices leads
to pressure on profit margins

1.3.2. PESTLE

https://congthuong.vn/winmartwinmart-phat-trien-nhan-hang-rieng-de-binh-on-gia-
183270.html
https://metric.vn/nuoc-giat-vinmart-home
https://nhandan.vn/winmart-winmart-huong-den-muc-tieu-3800-diem-ban-vao-cuoi-nam-
2022-post707968.html

Factors Affect on Winmart/Winmart+

Political Politics is closely related to the development of the retail industry.
Vietnam's political stability creates a favorable business
environment for retailers.
Based on the import-export value of Vietnam in 2021, the Winmart
home laundry detergent market research report from the end of
November to October 2022 reached VND 171 million in 12
months. Taking advantage of the existing advantages of the parent
company Masan, Winmart is focusing on developing a multi-use
point of sale model to optimize time and bring maximum
convenience to customers. However, Winmart only relies heavily
on expanded products such as processed food, instant food, etc.
Economic Vietnam is a small market but has a very fast growth rate and is
consistently ranked high on the retail business development index
(GRDI). The income of the Vietnamese people at the present time
has increased more than before, the demand for quality products
and diverse designs is increasingly strict, the purchasing power of
the people has also increased while the types of products are also
sold in markets are mostly of lower quality than in supermarkets,
this is an opportunity for the development of the retail business. In
addition, inflation also changed the level and structure of
consumers' spending, which contributed to creating favorable
conditions for the harmonious consumption of Winmart/Winmart+.
Natural The impact of natural conditions on business decisions has long
been recognized by businesses. However, factors about the natural
environment have received little attention. The problems of
environmental pollution, poor quality products, waste of natural
resources along with the growing demand for limited resources
make the public, as well as businesses, to change their decisions
and related action measures. Winmart has built the most optimal
store and supermarket system to not cause the above problems,
always has social responsibility for environmental issues and
Winmart's products always ensure environmental quality
requirements.
Technological Technology affects every business industry; the development of
technology helps the base of the industry to grow dramatically to
help businesses compete in the market. This scientific and
technological trend has been applied by Winmart/Winmart+ by
introducing the Scan&Go shopping experience program (developed
on VinID application) at some key Winmart supermarkets. At the
same time, Winmart/Winmart+ has launched Vinshop system,
which is a mobile application designed to assist grocery store
owners to access rich sources of goods, transparent prices and
preferential programs. However, there are also some weaknesses in
the product distribution flow from the manufacturer to the grocery
store, and the procurement process encounters interruptions due to
system failures (Nguyen, 2022).
Social/Culture Vietnam's population is large and young, with the majority of the
population in working age. The speed of urbanization in our
country is increasing and growing as well as physical infrastructure,
which is a favorable factor for the development of supermarkets
and shopping centers. The supermarket chain Winmart/Winmrt+
has also taken advantage of this factor to expand and develop its
retail market. In recent years, the development of the economy has
created for the consumer culture of Vietnamese people more
innovative and modern features, closer to the consumer civilization.
Therefore, Winmart/Winmart+ has been continuously expanding its
product supply capacity to satisfy the high shopping demands of
consumers.
Legal Vietnam is a potential market, but foreign businesses are still afraid
because Vietnamese law still uses taxes to regulate the market. The
Government of Vietnam has issued a regulation on “Economic
Needs Assessment” (ENT), which is a criterion used to decide on
licensing for foreign investors, and a barrier erected to protect the
market domestic retailers before the penetration of international
retailers. Taking advantage of this, Winmart/Winmart+ has
expanded its market and distributed in all provinces and cities
 across the country towards sustainable development.

1.3.3. 5C analysis

Company - Winmart/Winmart+ has the advantage of being a domestic

enterprise, having cultural understanding, relationships with
investors and local partners, choosing a prime business location.
Winmart cares a lot about customer service and does a great job
with its daily discount policy.
- However, Winmart also has some weaknesses such as its large
scale leading to difficulties in management and operation, many
products have not returned added value, shoppers do not have to
work as supply chains, not enough products for users.
- Winmart's purpose and goal is to gather elite scammers to create
elite products and services, all members enjoy the elite life and
contribute to building an elite society.
- Winmart corporate culture concept of putting the right people in
the right jobs to promote their full potential, but also ready to screen
those who are not suitable.
- Winmart always combines an e-commerce platform with direct
sales at stores and supermarkets.
Customers Winmart's market scale is very wide, distributed throughout the
country with thousands of establishments, Winmart's market
segments from low to high, meeting all shopping needs of
customers. Winmart/Winmart+ always focuses on the female
customer segment, who are married. Because after nearly 10 years
of operation and development, Winmart focuses on selling
household products, foods, and necessary household items. And
more than 80% of Winmart's customers are female. After
conducting customer analysis, Winmart will invest in products that
customers want, record information about its current and potential
customers to better understand who they are and what they want.
Competitors Currently, Winmart has many competitors such as Circle K, 7-
Elevent, BigC, Co.op Mart... However, Winmart has the advantage
of nationwide distribution in all provinces and cities, bringing the
convenience for consumers. But there are a few limitations such as
early closing, not a 24-hour store like Circle K or 7-Elevent.
With the current retail model, Winmart has many good
opportunities to develop as the consumer demand is high, and
Vietnam is one of the potential retail markets that is evaluated due
to its large population and purchasing power is improving.
Winmart's products are also very diverse, with all kinds of items to
serve customers.
Collaborators In the futre, Winmart can develop and become a global enterprise
by cooperating with big companies such as VNG Corporation,
Daiko, FPT, etc.
Context The contexts in which Winmart operates include political,
economic, environmental, legal... These contexts provide coverage
into areas that may affect Winmart. Changes to these factors can
affect the entire chain of stores and supermarkets, for example, if
taxes increase, Winmart's revenue will decrease. This will also
affect the entire retail industry in the Vietnamese market.

1.3.4. Competitor analysis

Circle K Big C

Strength - The main brand is an - BigC has a large-scale

advantage because Circle K nationwide system (with 26
is one of the first brands in business locations in a total
Vietnam, so it is quite of 16 provinces and cities
popular with Vietnamese nationwide)
consumers. - Modern and polite
- Wide range of leather infrastructure.
products and reasonable - Many long-term partners
prices. and large capital. Products
 - Many incentives are are diversified, abundant,
opened for customers with and reasonably priced,
meal combos at preferential suitable for the average
prices and attractive gift income of Vietnamese
exchange programs. people.
- Stores are concentrated in - Professional service room
densely populated places (There are specialized buses
and big cities. to transport people to go
- The product price is in the shopping in different
average threshold, suitable provinces).
for many consumers.
Weakness - Many stores are still small, - There is no good warranty
limited to display many policy for some household
items and do not have items.
parking space for customers, - There are few
customers must maintain establishments across the
their own property. country, hindering the
- Many establishments are movement of customers.
reflected as selling goods of
poor quality and expired,
unprofessional staff attitude
- Can't meet clean and fresh
food items, household
items...
1.4. Develop marketing strategies applying them to the extend marketing mix

Marketing mix Bột giặt Winmart Home

Product - Core product: High performance washing ability, thoroughly
removing stains, bringing softness to clothes; Mild scent
- Tangible products:
+ Brand: Winmart Home
+ There are 2 product lines: Winmart Home Detergent and Winmart
Home Detergent
- Augmented product: Buy 2 bags of Winmart Home washing
powder with floral scent and get 30% off the total product value
- Potential product: is an essential product for every home.
Price Product prices range from 69,000 VND to 215,000 VND depending
on the volume and type of product.
Take the number of sales to increase revenue for the business
Place Available for sale at Winmart/Winmart+ stores and supermarkets
Additional distribution in convenience stores and other
supermarkets to promote products.
Promotion Winmart Home washing liquid on top door keeping color 1.8kg
reduced from 95,000 VND to 49,000 VND.
Process Transport from warehouse to stores, packaging process and closed
production.
People Employees have the same uniform, professional style and warm
attitude to customers.
Physical Evidence Good facilities, beautiful product layout, attracting consumers.
Most shops are air-conditioned in the summer, supermarkets are
located in apartment buildings or large commercial centers.

1.5. Marketing plan

- To collect opinions from customers, Winmart has released 1500 trial samples to the
market so that consumers can have the most authentic experience before buying products.
- Winmart uses advertising TVCs, social platforms Facebook, Tiktok... and other media to
communicate with its customers, to bring products to customers more easily. Offer
promotions, weekly and monthly discounts to stimulate consumer demand.
- Create a course to hire experts to train employees on online sales and customer care skills
within 2 months.
- Additional distribution in convenience stores and other supermarkets to promote
products.
- Products will be delivered to Winmart's warehouse and Winmart will be responsible for
distribution to branches nationwide.
- To attract more new customers, Winmart upgraded the shelves, decorated them with eye-
catching decorations according to each festival, always kept the store clean.

1.6. Marketing budget

Activities Unit cost Total cost Description

Product 49.000 VND 73.500.000 VND 1,500 packages of
Winmart Home laundry
detergent to try
Place Rent 15,000,000 65.000.000VND/month Monthly rental and
VND/month distribution costs on e-
 E-commerce platform: commerce platforms.
50,000,000VND
Promotion Facebook: 30.000.000 109.000.000VND Paid advertising on social
VND platforms and sales
Tiktok: 25.000.000D programs on e-commerce
Shopee: platforms. The cost of
24.000.000VND hiring an advertiser and
CTV: 30.000.000 VND the cost of filming a CTV
advertisement
People Hire experts: 60.000.000VND Cost of hiring experts to
30,000,000 train employees in-depth
VND/month skills in online sales
Process 50.000.000VND 50.000.000VND Shipping goods to
Winmart and goods
inspection process
Physical 100.000.000VND 100.000.000VND Upgrade facilities for 1
Evidence facility
Among 100.000.000 VND 100.000.000 VND Backup budget
others

1.7. Tactical actions

Mission Start date End date

Start the project 01/01/2023 05/01/2023
Prototype production 06/01/2023 30/01/2023
Announce trial products to 01/02/2023 10/02/2023
customers
Get product feedback 11/02/2023 15/02/2023
reviews
Contact distribution 16/02/2023 20/02/2023
cooperation with e-commerce
platforms
Product promotion 01/03/2023 15/03/2023
 cooperation
Hire a training expert 16/03/2023 16/05/2023

Activities DURATION
12/25 1/14 2/3 2/23 3/15 4/4 4/24 5/14
(Days)
Activity START DATE END DATE

Start the project 1/1/23 1/5/23 4

Prototype production 1/6/23 1/30/23 24

Announce trial products to customers 2/1/23 2/10/23 9

Get product feedback reviews 2/11/23 2/15/23 4

Contact distribution cooperation with e-

2/16/23 2/20/23 4
commerce platforms
3/1/23 3/15/23 14
Product promotion cooperation
3/16/23 5/16/23 60
Hire a training expert

1.8. Identify appropriate control and monitoring measures to ensure achivement of

objectives including metrics to measure success such as Return on Marketing Investment
(ROMI) and Customer Lifetime Value (CLV) Net promoter score (NPS)

Using ROMI, Winmart can assess which promotional tools are making a profit and which are
losing money. Once a company sees how much money it spends on marketing activities and
the revenue it generates, it can reallocate its budget to more cost-effective campaigns. An
important part of any marketing team is the ability to measure campaign success and establish
baselines that can serve as a reference for future efforts. With that in mind, measuring ROMI
helps the marketing team do both.

Using CLV, Winmart spends the best customers: The company's customer data, such as
frequent purchases and transactions, allows you to discover who has the most. This
information indicates which products will be promoted more. Finally, the company can take
better care of its biggest customers by providing them with a personal assistant or advisor.

To ensure goals are met, Winmart uses Net Promoter Socre (NPS) to calculate the likelihood
that customers will recommend our products to their friends and colleagues. NPS typically
uses a scale of 1 (completely unlikely) to 10 (very likely). NPS surveys also sometimes
include an additional open-ended question to provide more context. From there, know the
customer reviews.

2. Make sure you include a comprehensive media plan that supports the planed marketing
campaign
 2.1. Objective

Widely promoting Winmart Home products, by 2025, the parent company of

Winmart/Winmart+ is expected to save 15% of the cost of the value chain from
manufacturers to retailers to consumers. Besides, the company also aims to serve 30-50% of
Vietnamese consumers, with a life cycle value of 30-50 billion USD.

2.2. Describe and apply owned, earned, and paid for media

The Paid-Owned-Earned model is a legendary formula in digital marketing. Winmart applies

this model to create a media plan that helps businesses have a different allocation for each
factor to match capital, products and development direction of the business.

- Winmart used paid media to promote the company's products. Winmart has cooperated
with large applications such as Facebook, Instagram... to help businesses run ads to
increase customer reach.
- Owned media is a collection of all the tools owned by the business. The more media tools
a business has, the more opportunities it has to expand its presence in digital marketing.
Winmart supermarket system currently owns owned communication channels including
Web site, mobile app, and facebook fanpage.
- Earned media brings real spillover effects, creates credibility for businesses, this is a type
of communication that easily causes sympathy for customers.

Earned Owned Paid

1 New Mentions Brand website Search Ads

2 Customer Review Social Media profiles Social Ads
3 Content Shares Fanpage Facebook KOL and online PR
4 Social Media Interactions Mobile app

2.3. A 1-year media budget and Digital, offline, and social media channels for
communication

 Offline media: targeting older customers, over 60 years old because they often use these
convenient means to watch daily news.

Media Unit cost Freequency Total cost

Magazines 30.000VND/day 1 year 10.095.000VND
Newspaper 15.000VND/day 1 year 5.475.000VND
 TV and Cable 150.000VND/month 1 year 1.800.000VND
 Online media: aimed at young customers, often using social platforms and online shopping
applications.

Channel Type % Spend Impressions Cost/year

Facebook Acquisition 30% 5,529,412 730.000.000VND
PPC Acquisition 20% 52,326 185.000.000VND
Video Retargeting 10% 216,567 200.000.000VND
Instagram Retargeting 20% 2,596,275 365.000.000VND
Tiktok Retargeting 20% 2,457,576 1.000.000.000VND
Totals 100% 10,852,156 2.480.000.000VND

3. Recommendations and rationale

- Videos: Invite KOLS or celebrities to promote products, hire videos with clear scripts,
suitable for viewers' tastes on their own Tiktok or Facebook platforms. In addition,
Winmart may use such videos to post on Winmart's social networking platforms.
- Television channels: Cooperate with Vietnamese TV channels such as VTV, HTV to
display advertising videos in prime-time frames.
- Banner: Hire the design of online and offline banners with brand names, product images
with Winmart Home logo to attach to shopping websites, social networking sites and at
stores.
- Selection of social media channels: Currently, there are many platforms that are used by
many people, so promoting products on Facebook, TikTok and VTV - a feature-rich TV
channel for brands who want to promote their products, combined with celebrities and
KOLs will help Winmart reach users effectively.

III. CONCLUSION
REFERENCE:
APPENDIX: