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LẬP kế HOẠCH MARKETING XUẤT KHẨU nước TRÁI cây SANG THỊ TRƯỜNG mỹ EXPORT MARKETING PLAN OF BEVERAGES FROM DRAGON FRUITS

EXPORT MARKETING PLAN OF BEVERAGES FROM DRAGON FRUITS
TO THE U.S. MARKET - RONG XANH CO., LTD
CONTENT
1.Executive Summary:
Slogan: Dragon Fresh Fruit – For Health and Natural Beauty
-

Brief description of products:
Dragon fruit tree is popularly planted in tropical countries under hot and humid

climate. In Vietnam, this kind of tree is mainly planted in Southern provinces, but at
present also quite popularly planted in Northern provinces. Dragon fruit is sweet, a little
sour, known as a kind of cooling fruit. Apart from directly eating, dragon fruit may be
used for making the sweetened porridge and delicious and nutritious salad.
Dragon fruit is also called as dragon-eyed tree or basin tree…is a creeping vine up
to 10m, clinging to the substrate through the lateral roots. Green body, three camouflage
angles, horns at the edges, little and very short spikes. Its scientific name is Hylocereus
undatus (Haw) Britt & Rose which belongs to the cactus family (Cataceae) and is
originated from Central and Southern American countries such as Mexico, Honduras,
imported into Southeast Asia countries as bonsai, food and medicine. The dragon fruit
trees often give fruits in the summer or autumn, however it is likely to grow dragon fruit

trees for giving fruits all the year.
Scientists also found that mucus in dragon fruit helps reduce cholesterol and bile
salts food. Therefore, obese people, people with cholesterol levels, high blood pressure
should eat dragon fruits. Dragon fruit is also good
for diabetes, hypertension, and chronic constipation.
Moreover, dragon fruit trees get very little pests or
insects so growers only need to use little plant
protection products. Currently, this fruit is very
popular by consumers because it’s nutritious,
cooling, delicious, and especially ensured food safety.

1


Dragon Fruit Flavor Aloe Vera Juice

Dragon Fruit Jelly

According to researchers, in spite of becoming the leading dragon fruit exporter of
the world, Vietnam has not fully exploited the potential of this kind of agricultural
product yet. The production output is plentiful but the rate of export meeting standard is
not high. Lots of products grade 3 which do not meet the model, are rejected in sizes and
mainly provided in the domestic markets or retailed at the very cheap price.This is a great
waste. Therefore, there is also much producing potential from the bulk of these rejected
fruits (in the actual quality of the dragon fruit is not affected). One of the potentials is
juice production into cans for fast drink. The canned drinks are the popular type of
beverages in foreign markets, especially Europe and America (the United States is the
third largest importers of dragon fruit Vietnam).

2


Experiments dragon fruit juice products
With the desire to help dragon fruit growers feel assured, Department of Science
and Technology of Binh Thuan in cooperation with Rong Xanh Co., Ltd. - The first
business of Binh Thuan province tested processing fruit juice from dragon fruits
successfully. That's three major product lines: Dragon Fruit Jelly, Pure Dragon Fruit
juice, Dragon Fruit Flavor Aloe Vera Juice. Currently, our products are sold in
supermarket systems such as Citimart, Satra, and Maximax, exported to Laos, Cambodia
(at average per month export 40 thousands of products to the market). Owning the first


and unique product, Apart from the product distribution into the domestic markets and
Southeast Asia region, Rong Xanh Co., Ltd is actively seeking partners and plans to
export this product to foreign markets, especially the U.S. market where there is always
full potential for the fast drink market.
-

Define target market:
Currently, Apart from providing for the domestic markets, each day Vietnam can

export 1,000 tonnes of dragon fruits to foreign markets. Until now, there are 32 provinces
and cities in Vietnam where about 25 thousand hectares of dragon fruits are planted with
the output of 460 thousand tons / year, the export turnover reaching 150 million USD.
The quality of Vietnam dargon fruits has met the criteria and and rigorous
requirements of many demanding markets. Vietnam dragon fruit is the first kind to be
granted export codes and licensed to the U.S. market. In 2012, Binh Thuan dragon fruit
has been granted certificate of trademark protection by United States Patent and
Trademark Office (USPTO).
As reported by the Ministry of Industry and Trade, in the first 5 months of 2013,
dragon fruit exports reached 130.6 thousand tons export quota reached 78.9 million,
increased 3.7% in volume and 241, % in quota over the same period. Apart from the
traditional export markets such as China, Thailand, Indonesia, the Netherlands. Recently,
Dragon fruit has also been exported to the new markets such as Spain, the Philippines,
Norway, India and Qata. For the new markets with not much high quotas, but it’s the first
step to create diversity in the market structure, gradually reduce dependence on some key
markets.

3


According to the statistical report, the population of the United States is about 314
million people in which the Vietnamese Americans is 1, 8 million. Currently, Vietnam
agricultural products such as cashew nuts, coffee, seafood (shrimp, Tra fish), pepper,
rubber and fruits such as dragon fruit, avocado, mango, guava, rambutan...are more and
more popular in the United State.Not only Vietnamese Americans but also the natives are
also attracted by Vietnamese agricutual products. Vietnam is one of the top 15 countries
who export the largest amount of agricultural products to the US market. This is the
prerequisite confirmed an import market potential for agricultural commodities,
Vietnam's seafood.
Rong Xanh company also found that, among the Vietnamese community in the
United States, the highest concentration in the state of California and in this state, the
Vietnamese people in the city of San Jose's population accounts for 9.2% statewide . So
they came into the U.S. market, the company identified immediate enlist the support of
the Vietnamese community in San Jose in particular as well as in the state of California to
"pedal" before you can enter the full U.S. market integrity. Like other products, when
exported into any public market, the company will also need support from the distributors
that present on this market. Therefore, the company will initially deploy distributed in
supermarkets. The supermarkets are:
 Firstly, Thuan Phat supermarket chain of Vietnamese. Thuan Phat is a supermarket
system including 15 markets (12 markets in California, 2 markets at Las Vegas and 1
market at Dallas Texas). Appeared in Monterey Park, California in 1993, leaders of
Thuan Phat all have large knowledge of food so a special product like dragon fruit juice
surely gets a support and concern from Thuan Phat.
 Secondly, Walmart Supermarket system. This is a very big supermarket system in
the United State. Walmart with its large turnover is currently the leading enterprise of the
top 500 biggest enterprises in the world. Founded in 1969, this supermarket system is
present at most of the US streets or cities and is the most ideal partner for any retailers to
enter the US market. It’s difficult to convince Walmart, but currently Rong Xanh
Company has a lot of advantages to do this successfully, by the following reasons:
- Walmart (together with Kroger) are the two newly licensed enterprises for
Purchase of Vietnam Goods. There are many items of Vietnam which are present at
Walmart supermarkets including dragon fruit products.

4


- Walmart is currently paying special attention to Vietnamese products and
desires to have typical products of Vietnam. A special product like dragon fruit juice is
surely an object which can not be ignored.
- The existing products of Rong Xanh Company with packing model of 10ml
PP (Polypropylene resin) cups and 250ml cans are suitable products to be sold in the
supermarkets. A special but cheap product will be very potential and easy to consume.
Currently, Business Association of High Quality Vietnam products work with
leaders of Walmart in Vietnam on procurement manners and criteria of Walmart. This is a
great chance of Rong Xanh Company to work with this large partner.
-

Competitive advantage:
Currently China is still the largest export market for Vietnam dragon fruits,

accounting for 70.9% of the total export dragon fruit quota. The United States is still one
of the three large import markets of Vietnam dragon fruit. Also due to being planted in
accordance with international standards so recently the dragon fruit export quota to the
EU has reincreased again.
Although the dragon fruit is also grown in many countries in the world, but with a
natural preference, climate, geology, the Binh Thuan dragon always have high export
value because of its attraction in the shape, color, taste and nutrition. This fruit is also
suitable for vegetarians, those with high blood pressure, so the dragon can speak very
well for the treatment and health promotion for people.
Biochemical, nutritional composition of dragon fruit
Components
g/100gr dragon
Components
Water
85.3
Vitamin C
Protein
1.1
Niacin
Glucose
0.57
Vitamin A
Fructose
3.2
Calcium
Sorbitol
32.7
Iron
Carbohydrat
11.2
Magnesium
Fiber
1.34
Phospho
Tro
0.56
Kali
Energy (Kcal)
67.7
Natri

Mg/100gr dragon
3
2.8
0.0111
10.2
6.07
38.9
27.5
27.2
2.9

Source: Department of Agriculture and Rural Development in Binh Thuan
By analyzing the biochemical composition of Binh Thuan dragon fruit can be seen
in comparison with some other kind of dragon fruit contains more mineral content,
5


especially iron, potassium ... if eaten regularly can lose weight for obese people, for a
beautiful body balance without affecting health.
-

Positioning statement:
Currently, Rong Xanh Company is looking for export markets as foreign partners

who are very popular in dragon fruits like United States and Japan, aims at exporting its
products processed from dragon fruits to foreign markets and becomes one of leading
companies in researching and manufacturing kinds of juices from dragon fruit, an
worldwide well-known fruit of Vietnam.
The difference in dragon fruit jelly and Dragon Fruit Flavor Aloe Vera Juice is
totally made from pure and fresh dragon fruits and fresh aloe vera with naturally opaque
color. Products are ensured non-chemicals in the processing, DEHP like similar jelly
products in the market. Products are packed in a PP 100ml cup, utilized as snacks,
desserts or entertaining guests everyday.
With Dragon Fruit Flavor Aloe Vera Juice is combined by two kinds of materials
of high medical properties; the effects of Aloe vera are recognized and widely available.
In combination with dragon fruits to create a blended and orginal product which has
effects of body purification, cooling, retaining a beautiful skin and good health. Packages
with 250ml aluminum cans which are imported from Korea Lotte suppliers can be
recycled and friendly with environment.
The products of company ensure 100% ingridients form natural fresh fruits, no use
of chemicals or condiments. Equipment lines and workshops are co-ordiately invested in
compliance with HACCP standard lines (United States Standard system of food safety
and hygiene. The company has a strict quality control system from the first stages of
observing the gardeners to the selection stages, the production stages into finished
products.

Dragon Fruit Jelly

Dragon Fruit Flavor Aloe Vera Juice

6


-

Anticipated sales, profits and market share:
Initially, the company identified the object should be concerned that the

Vietnamese-American community in the city of San Jose, California, this is a niche
market potential operators should be concerned, they are who has known the dragon fruit
taste and sense of taste this fruit, as well as the origin of Vietnam, it would get the support
from our customers and it will be a great opportunity for the Company's products have a
place when I first arrived in the U.S. market.
However, since this is a new product, entering a market "difficult" as the U.S.
market should the Company not aim too high in terms of revenue, profit and market share
in the first year.
Year
2014
2015

Sales (USD)

Profit (USD)

500.000
1.000.000

0
50.000

Market share
(%)
0.006
0.012

Notes

But this is just the expected level of sales targets, depending on the "response" of
the market as well as business results in the first year, the company will take steps to
adjust accordingly.
2.Market and Situation Analysis: SWOT Analysis
-

Strength:

 The first strength of Rong Xanh Company is its product. As the first product to
appear in the market, the special product of much medical properties can be a good
breakthrough which helps Rong Xanh to enter the market successfully. Furthermore, no
direct competitors will help Rong Xanh to become “unique” in the dragon fruit juice
market.
 Secondly, the manufacturing factory of Rong Xanh Company are built in
compliance with HACCP Standard of America, which helps the products of Rong Xanh
to meet the strict standards of America
 Thirdly, the abundant material source of Vietnam makes a foundation for the
company development. Currently there are a quite large number of dragon fruits which
are rejected due to not meet the aesthetic standards for export and sales off with very
cheap price. This is the large and cheap source of material to help the company to reduce
the production cost and to produce with high yield. At present, the market price of
Dragon fruit jelly is 4.500 dong per product and Dragon Fruit Flavor Aloe Vera Juice is
8.000 dong/per can. This is a cheap price for this nutritious product.

7


-

Weaknesses:

 The greatest weakness of Rong Xanh Company is that its products have not been
granted the import certificate into the U.S yet. The company should immediately
implement registration for Certificate of product quality and worldwide brand protection.
This is the passport for export to the U.S. and to consumers.
 Secondly, about the product capacity. At present, the company has just achieved
productivity of 15.000 dragon fruit jelly and 5.000 cans each day.
-

Opportunities: There are many opportunities for Rong Xanh Company in the US
market

 Firstly, as demonstated above, America is one of the top countries in consuming
refreshing drinks and fruit juice in the world. The US market is an open one and chances
are always available to all companies.
 Secondly, Vietnam dragon fruits as well as other agricultural products are very
popular in America. Vietnam rose to be one of the top 15 countries in exporting the most
agricultural products to the US market. Many agricultural products of Vietnam such as
cashew nuts, coffee, seafood (shrimp, Tra fish), pepper and fruit become everyday food
of American families now. At present, the amounts of dragon fruit export to the US
market are more and more increasing which is a chance for products from dragon fruit
juice to develop in this market.
 Thirdly, more and more America consumers choose the products which have high
quality and are good for health at moderate amounts. According to Nutraingredientsusa.com, in 2009, sales of food products and good –for-health beverages have a record of
143 billions USD and are more and more increasing. A product which is rich in nutrients
and has many medical effects,combined with Aloe Vera( a plant with high medicinal
properties have been widespread and stems from the U.S. market) and seaweed made
from pure fresh fruits without doping and low in sugar, It will surely get the special
attention of consumers.
 Fourthly, there is a great number of Vietnamese living in America, more than 1.8
million people. This is the top potential market as well as an important bridge to to bring
products to the natives.
 Finally, Chances of Dragon fruit juice are very great because at present, Dragon
fruit juice is a unique product in the market. There is no internal competition.
-

Threats:

8


 The first thing to mention is rigorous and difficult regulations of the US market.
Not only the products from Vietnam. But also all other products even from Europe are
subject to the strict regulations on food hygiene and safety of America. Especially, many
new more stringent regulations which are applied for food imported into the U.S. market
is expected to take effect this year and in 2013. The U.S. government is tightening food
hygience and safety by releasing FDA Food Safety Modernization Act - FSMA. This is
the law signed by President Obama on January 4 th, 2011. By 2016, the provisions of this
new law will have been enacted or promulgated fully, but curently each part of the
amendment laws is being enacted gradually and effective immediately, including a
number of provisions will be valid in 2013. This is a huge challenge for Vietnam
products. Although production in accompliance with HACCP standards, but it’s still
required that Rong Xanh company must have carried out very carefully all the output
control stages of products to prevent products from not meeting the standards. Every
year, about 600 inspections held by the United States shows the difficulty of the product
in the entry and exist in the U.S. market. The anti-dumping lawsuits in the recent years
have been one of the great lessons of Vietnam products in the United States.
 Dragon Fruit Juice is a worldwide totally new product, which is considered as an
advantage but great challenge for the entry of products into the market and being popular
among consumers
 The final thing is to mention the competitiveness of other alternative products.
American consumers still prefer gas drinks. Despite the fact that the trend of fruit juice is
rising but the fruit juice still

occupies a small proportion than other drinks.

Furthermore, fruit juice is a product that has been manufactured in the U.S. for a long
time with numerous categories. A new product is required to find the exact target market
and the most suitable marketing strategies so that it can develop in the most competitive
world markets
3.Market Segmentation and Customer Analysis
The United States is a developing industrial country on the top of the world. Gross
Domestic Product (GDP) in 2012 is about 15,685 billion USD, acounting for 20% GDP
of the whole world. GDP per capita is about 49,965 USD. In its economic structure, the
service sector accounts for about 79, 7%, Industry 19, 1% and Agriculture1, 2%. ImportExport quota of the United States accounts for more than 30% GDP and the Unites States
is the largest importer & exporter of the world.

9


Consumption demand for agricultural products in the United States is very great
and highly dependent on the import amounts: 50 % fresh fruit products, 80% maritime
products... Statistics of US Department of Agriculture showed that Most of the potential
agricultural products such as rubber, coffee, tea, fresh fruit, shrimp, fish ... suddenly
increased in volume in the U.S. market. Typically seafood and maritime products in 2011
was approximately 1.1 billion USD ; rubber reached 86.6 million, coffee reached 487.5
million USD ... As of June 2012, the output of Vietnam agricultural export to the United
States with a total turnover of 1.1 million USD.
According to experts, in the coming time, agricultural products imported into the
U.S. will be carried out quality checks in compliance with Food Safety Modernization
Act (FSMA) newly issued by the government. Accordingly, in 2012, the United States
will carry out the very strict test procedures for commodities of all countries when
exported to this market, including agricultural products, food and beverages. Under the
FSMA, U.S. Department of Agriculture would have the authority to order checks or
withdraw products exported to the United States if not made quality assurance and charge
for all product exporters.
America is the country which has the average amount of beverage consumption
per capita on the top of the world: 216 litres /person/year, mentioned to Ireland and
Norway. As of fruit juice consumption, Canadians are ranked as the top consumer: 512
litres /person/year, followed by the U.S. and Germany. In each region, Consumption of
beverages has its own characteristics and depends on its norms and delelopment level.
American people have soft & sweetened drinks for refreshing themselves.
Countries have the largest amount of beverage consumption in the world
(Source from www.nationmaster.com )
Ranking

National

1

United

2
3
4
5
6
7
8

State
Ireland
Norway
Canada
Belgium
Australia
England
Netherland

Liters/person/
year
219
126
119,8
119,8
102,9
100,1
96,5
96,1

Liters/person/

Ranking

National

9

New

year
84,2

10
11
12
13
14
15
16

Zealand
Sweden
Switzerland
Denmark
Austria
Germany
Finland
Italy

82,4
81,4
80
78,8
72
52
50,2
10


Countries have the largest amount of fruit juice in the world
Ranking

National

1

Canada

Liters/person/
year
52,6

Liters/person/

Ranking

National

10

New

year
24,8
23,5
22,8
22,5
21,4
20,7
15,7
15,1
13,6

2

United

42,8

11

Zealand
France

3
4
5
6
7
8
9

State
Germany
Austria
Sweden
Australia
Finland
England
Netherland

38,6
37,3
35,5
34,4
33
29,3
28,1

12
13
14
15
16
17
18

Switzerland
Belgium
Norway
Japan
Denmark
Ireland
Italy

Development of worldwide beverage markets
(Source from: Euromonitor International, Michael Schaefer & Jonas Feliciano)
Market

Turnover (Million

United States
Japan
China
Brazil
Germany

USD)
176.053,8
86.480,8
66.602,6
42.722,1
37.302,8

Market

Turnover (Million

Mexico
England
Italy
Portugal
France

USD)
36.625
20.500,6
19.377,4
19.377,4
19.290,2

Looking at these statistics, it can be said that United States is an extremely
potential for beverage products. For fruit juice, Unites States ranks only after Canada
with 42, 8 litre/year at average, accounting for 1/5 beverage proportion of United States
totally.There is a big chance to enter this market as well as a great challenge if there are
many competitors.
As of dragon fruit, currently the United States also has planted 500ha of dragon
fruits in Haiwaii; however, United States still must import Dragon fruits because of
higher and higher demand of Amercian consumers and Vietnam dragon fruit still is a
famous product in the market. Despite only occupying 3,1% the export amounts of
Vietnam dragon fruit, last year the export output of dragon fruit to the US market
increased up to 51%. The quality of Vietnam dragon fruit has met the criteria and
rigorous requirements of this demanding market as the first kind of Vietnam fruit was

11


granted export code, permit to the US market. In 2012, Drangon fruit of Binh Thuan
province was issued Certificate of trademark protection by the US Department of patent
and trademark. Dai Duc Cooperative Board of Planting Red-fleshed dragon fruit in Duoc
My commune, Cang Long district (Tra Vinh) has signed an export contract of 30 tons of
Dragon Fruit to the US market in 2014 at the price of 30.000 - 35.000 VND/kg which is
8.000 VND/kg higher than the local sales price.
In October, 2013, through a Ho Chi Minh enterprise, this cooperative society also
exported nearly 3 tons of red-fleshed dragon fruits to the US market. It can be said that
Vietnam dragon fruit trademark in the US market is very good. Nevertheless, despite high
increase of dragon fruit export, there are still competitors. At present, a lot of countries in
the world are planting dragon fruits. Like in the United States, there are 500 ha of dragon
fruits are planted in Hawai and in Japan, Dragon fruits are planted in Okinawa island,
Israel also has about 500ha of dragon fruits. In the coming time, dragon fruits are going
to be planted in Taiwan and permitted exporting to Japan market. Thailand also sent an
application of permit its irradiation dragon fruit to enter the US market.Therefore, If
Vietnam dragon fruits do not overcome the above-mentioned problems, it will be put in a
strong competition and in risk of losing this market.
As its own non-alcoholic beverages, for the US market, US people still prefer
sweetened soft drinks such as Coca-cola, Pepsi…and fruit juice only occupies 1/5 the
market.Therefore, Introducing a totally new trademark to the US maket is really a great
challenge. However, Dragon fruit juice is a unique product in the world market only from
Vietnam in general and Rong Xanh Company in particular. Along with the famous Binh
Thuan dragon, if conquering this market successfully, Nearly Rong Xanh will become a
leading company in this product in the US market. Obviously, In terms of prominent
Marketing regulations, this is a chance that can be ignored.
4.The Objectives and Goals
 Mission Statement: Rong Xanh company focused research to produce dragon fruit

products, in order to improve health as well as beauty consumers.
 Turnover target: Unit USD

 The first year:
No
1

Item
Dragon Fruit Jelly

Quantity

Unit

Price

Amount

50,000

Can

1,99

99,500

12


2

Dragon Fruit Juice

70,000

Cup

1,99

139,300

3

Dragon Fruit Flavor

80,000

Cup

2,49

249,000

Aloe Vera Juice
Total

487,800

 The next years:
No

Item

Quantity

Unit

Price

Amount

1

Dragon Fruit Jelly

100,000

Ly

1,99

199,000

2

Dragon Fruit Juice

150,000

Lon

1,99

298,500

3

Dragon Fruit Flavor

180,000

Lon

2,49

448,200

Aloe Vera Juice
Total

945,700

5.Strategies and Tactics Marketing: Using Marketing Mix Strategy
With the using of strategy 1 and 2 in the overall strategic 1-2-3, Rong Xanh company
always adhere to and promote the creation, improvement, improve product quality to be
able to raise prices output. Principles business of the Company for the export market is
More for More.
PRICE

PROFITS

More

More

The same

Less

Dragon
Fresh
Fruit

The same

Less

13


-

Pricing Strategy:
At present, Price of beverage products United State is about 2-5 USD/per product.

A can of Coke with the retail price is about 2 USD which is much higher than a can of
Dragon fruit juice (8 thousands VND equivalent to 0, 4 USD). Therefore, the price of
products needs to be taken in careful consideration so as not to be much higher than other
refreshment products like Coke, but not too low to avoid doubt about the product quality
and prevent the coerce cases due to anti-dumping laws of the United States . The retail
price proposal of the United States is as follows:
No.

Type of products

1
2
3
4
5
6

Proposed price

Unit

Dragon Fruit Jelly
Dragon Fruit Jelly
Pure Dragon Fruit juice
Pure Dragon Fruit juice
Dragon Fruit Flavor Aloe Vera

(USD)
1.99
11.49
1.99
11.49
2.49

100ml cup
Block (6 cups)
250 ml can
Block (6 cans)
250 ml can

Juice
Dragon Fruit Flavor Aloe Vera

16.99

Block (6 cans)

Juice
This is the reasonable price in the market and suitable for production cost, delivery
and distribution cost.


Product Strategy: The company will export three existing products including
Dragon Fruit Flavor Aloe Vera Jelly is made from pure and fresh dragon fruit and

aloe vera with naturally opaque color. Products are ensured non-chemicals in the
processing, DEHP like similar jelly products in the market. Products are packed in a PP
100ml cup, utilized as snacks, desserts or entertaining guests everyday
Dragon Fruit Flavor Aloe Vera Juice is combined by two kinds of materials of
high medical properties; the effects of Aloe vera are recognized and widely available. In
combination with dragon fruits to create a blended and orginal product which has effects
of body purification, cooling, retaining a beautiful skin and good health. Packages with
250ml aluminum cans which are imported from Korea Lotte suppliers can be recycled
and friendly with environment
Pure dragon fruit juice has effects of refreshment and body purification. Packed in
250ml aluminum cans of Lotte Korea
14


o Mode of packing: products are packed in 250ml cans và PP cups which are
composited in blocks. There are 6 product units for 01 block
o Registration of trademark: Dragon Fresh Fruit.
o Orgin of products: Binh Thuan-Vietnam dragon fruit
o Message sent to consumers: For health and natural beauty.
-

Promotion Strategy:
This

is

an

important

strategy

in

product

trademark

promotion.With

product positioning towards the objects of customers who are interested in natural
products which have effects on health.Strategies of the company on Trade Promotion and
Sales Support are as follows:
 Sponsoring products for outdoor group activities or programs. Outdoor group
activities are carried out continuously and interested by a large number of Americans
such as non-professional marathon competitions, outdoor competitions, outdoor activities
and environment protection activities. Drinking a new and cooling beverage when being
thirsty due to physical activities will make consumers interested in the drinking products
they are holding in your hands. This is a form of product direct advertisement to
consumers
 Sponsoring beverages for conference programs on Healthcare and Environment
Protection. Organizing the attached leaflet distribution and directly giving presents for
conference participants to introduce the products to the consumers.
 Sponsoring drinks for hospitals, Healthcare centers, Sports Centers or clubs,
Cosmetics and Yoga centers. Introducing consumers as a pharmaceutical product with
therapeutic effects and support for Training and Healthcare
 In addition, the company will carry out some advertisement programs at the
distribution systems of supermarkets such as Golden hour or Golden day programs at
supermarkets. In Golden hour or Golden day, The Company will associate with
distribution partners to sell products at a special price which interests consumers
 Joining the program: “The Price Is Right” – American version
Organizing and joining sponsorship with products of the company for programs.
Sponsorship with products of the company helps to promote products to consumers and
at low cost.
No.
1

Item

Organization

Sponsoring group activities 03 programs: each

Note
Carry out the program

15


program is sponsored
500 products (1,500

one time per month

products)
03 programs. Each

Research and Select

program is sponsored

suitable programs for

500 products (1,500

taking part in

products)

sponsorship

Sponsoring hospitals,

Select sponsorship for

Each place is

Health care and training

10 places (15,000

sponsored 50 products

centers

products)

per day in one month

Golden hour or Golden day

Carry out one time each

Each week with 100

programs at distribution

week in 2 continuous

products( 800

systems of supermarkets

months( 8 weeks)

products)

Sponsoring Environment
2

Protection and Health care
Conference Program

3

4

Taking part in the program
5

“ The price is right”American version

After each 01 month,
Register to sponsor

01 program is

products for 3 programs

sponsored (1,200
products)

6.Budgets:
Cost Estimate: Unit USD
No.

Type of cost

Amount

Note

1

Cost of patent and trademark

Under

protection

issuing agencies

regulations

of

2

Cost of product advertisement

10,000

For 20,000 products

3

Labor

40,000

Including travelling cost to

cost

(project

Unit

consisting of 10 labors)

United States for project
works

4

Other cost

5,000

16


Total

57,000

With the above analysis, it can be seen that besides its development in domestic
markets, Rong Xanh Company has potential chances to develop in the US market. With
preliminary plans made as above, we can see partially feasibility of project. Products
from dragon fruits are new, special and combined by and between tastes of Vietnam
peoples and US style of products, combined between beverages and products of medical
properties. Export of dragon fruit juice is not only a chance but also a task of Rong Xanh
Company to enhance trademark of Vietnam Dragon Fruit and take full advantages of this
precious and rare material source as well as expand the output of dragon fruit products. In
the scope of this writing, it can not be given a detailed plan for each item of work as well
as accurate calculation of revenue in order to assess the cost benefit of the project. This is
added when Rong Xanh Company proceeds to develop the project officially.
Reference:

Commerce promotion Bureau- Ministry of Industry and

Trade

http://www.vietrade.gov.vn

Website: http://vi.wikipedia.org

Website: http://www.binhthuantpc.vn

Website: www.nationmaster.com

Data announced by: Euromonitor International, Michael Schaefer & Jonas
Feliciano.


Video clip of FBNC Chanel interviews Mr.Soren Kirchner, link at:

http://www.youtube.com/watch?v=ipRJkpWIY6Q.


17



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