group assignment doji gem and silver gem group

association, challenge.From there, the third part will analyze the customer segments of Doji''''s wedding ring products, andpresent the target customers that Doji''''s wedding ring products ar

TABLE OF CONTENT

I.Executive summary 4

II Brief introduction of the organization/company 4

III Current situation analysis 5

I.Executive summary

This report provides general information about research and analysis of Doji company - a high-endjewelry brand The report includes 9 parts Part one will summarize general information about Doji.Part two will analyze the overview of factors affecting Doji's business including competitors, macroenvironment and customer behavior according to the SWOT model (strengths, weaknesses,opportunities) association, challenge).

From there, the third part will analyze the customer segments of Doji's wedding ring products, andpresent the target customers that Doji's wedding ring products are aimed at From the analysis anddata above, the following sections will be the strategies proposed by the team to enhance Doji brandrecognition, specifically the wedding ring product line The final part will be the evaluation andcontrol of the overall strategy above Our team wishes to give readers an overview of Doji's currentsituation and the IMC strategy that the team has proposed to enhance Doji's sales and brand.

II.Brief introduction of the organization/companyBusiness name: DOJI GEM AND SILVER GEM GROUP

Predecessor: TTD Trade and Technology Development CompanyEstablished: July 28, 1994

Founding Group Chairman: Do Minh PhuSlogan: Never stop being stylish

Core values: Integrity - Creativity - Knowledge - Synergy - CompassionFinished Product:

- Gold and silver gemstone products, high-end jewelry, diamonds, pearls, natural and artificialgemstones, with many diverse designs.

- Gold bar products range from 0.1g to 1000g.

- High-end, modern and luxurious real estate projects, including apartments, villas, hotels,eco-tourism areas, and commercial and service complexes.

Scale of Doji Group: DOJI Gold, Silver and Gemstone Group is one of the leading enterprises in

Vietnam in the field of mining, manufacturing and trading of gold, silver and gemstones DOJI Groupwas established in 1994 and has more than 29 years of development, with over 2000 employeesthroughout the system DOJI Group has 15 member companies, 5 capital contributing affiliates andhundreds of agents and sales centers nationwide.

Doji Group's Owner's Capital: DOJI Jewelry Group is 6,000 billion VND, with total assets of

15,000 billion VND and a total number of employees of nearly 3,000 employees.

DOJI Group also invests in other fields such as real estate, tourism, banking, and restaurant services.In 2020, DOJI Group's revenue was 90,000 billion VND and ranked 3rd among the 500 largest privateenterprises in Vietnam according to VNR5002 ranking.

DOJI Group's export turnover:

● Period 2006 - 2010: Gold and gemstone export turnover up to 500 million USD● Year 2011 - 2012: 400 million USD

● Best Enterprise in Asia - Pacific honored by Jewelery World Awards (JWA).

● Top 15 Strong Vietnamese Brands voted by Vietnam Economic Times for 8 consecutive years(from 2010 to 2017)

● Gold Award "National Quality" by the Prime Minister of the Socialist Republic of Vietnam● Ranking of Vietnam's largest private enterprises (According to VNR500): Top 5/500 for 13

consecutive years (from 2010 to 2023), of which 3 consecutive years 2012, 2013, 2014ranked 1st.

III.Current situation analysis (Macro environmental factors, competitor analysis, consumerbehavior analysis)

1 Macro Environmental Factors

a Legal-Political

Politically, Vietnam is a country with very high political stability, people have good views oninvestment, so building and forming a business strategy in Vietnam is completely reasonable In termsof law, although Vietnamese law still has many complications and inadequacies that cause confusionfor the company, we see that investing in the Vietnamese market is welcomed by local agencies Sowhen forming a business strategy, political and legal issues for the company are not a problem orobstacle because they are too big Currently, Vietnam's regulations do not have specific standards forjewelry with the minimum gold content that must be met for each type Jewelry is classified as anormal commodity, so traders are allowed to register themselves and are responsible for the quality ofthe registration The company's problem is only the regime for employees because the VietnameseGovernment pays great attention to this issue.

b SocialandCultural

Regarding culture in Vietnam, the company finds that Vietnamese people are easy to accept what isnew and have an innovative perspective, a welcoming attitude to new things as long as the new thingsare consistent with their way of life and lifestyle their thinking Our people like to consume newproducts, always new, the design and quality are increasingly improved Therefore, promoting thecompany's products does not encounter too many difficulties because Vietnamese people are verycurious and curious When promoting or advertising, you only need to stimulate their curiosity and theproduct will be successful In addition, we also see that Vietnamese people's preferences are verydiverse, very suitable for the company's rich product categories Vietnamese people do not like anyparticular color, like China likes red As the color of happiness, Vietnamese people are generally

diverse and do not exclude anything related to aesthetics, except in cases related to their country's finecustoms and traditions.

c Science-Technology

With the development and outstanding progress of science and technology, machinery and equipmenthave reduced production costs and laser engraving technology can produce products with diversedesigns, style that suits consumer tastes.

d Economicenvironment

Regarding Vietnam's GDP, the average increase is 2.91%/year [over 97.47 million (2021) people].Vietnam's GDP per capita has increased to about 3,718 USD, ranking 6/11 in Southeast Asia and124th in the world This proves that people's living standards are clearly improving The domesticmarket is considered very attractive The reason the domestic market is considered so attractive isbecause our people are still very "hungry for goods" Therefore, with the bright prospects of theeconomy leading to increased per capita income, consumption will certainly increase Vietnamesepeople's consumption of luxury goods has increased quite high in recent years Consumers began toheavily consume expensive items such as cars, machinery, fashion, jewelry Especially today's younggeneration, when life begins to have an abundance, the demand for fashion and jewelry is increasing.gradually improved in both the number of consumers and the quality of consumer goods.

DOJI develops continuously by owning thesource of raw materials supplied from miningactivities, followed by cutting, grinding and

There is no nationwide distribution system yetGold bar products are difficult to compete withSJC because SJC has a monopoly.

Brand recognition of the wedding ring market isnot good Customers will mainly think of PNJover Doji

production, all stages are self-operated, withouthiring or outside cooperation Meanwhile, theprice of competitor PNJ is somewhat higherbecause PNJ imports raw materials fromoutside.

GDP increases, so consumer demand forjewelry products (gold, diamonds, gemstones,etc.)

ThreatsMany competitors

● There are many major competitors inthe industry, especially PNJ and SJC● Global trends, world brands are also

entering the market more and more.Doji also has to compete withinternational brands such asTiffany&Co, Dior,

Gold price market fluctuates

3 Consumer Behaviour Analysis

a Behavior

Doji Vietnam divides its wedding ring market based on demographic factors such as customer age andgender, which play an important role in identifying potential buyers The number of visits to the Dojiwebsite by men is 52.23% higher than the number of visits by women is 47.77%, showing thepotential for developing Doji's wedding ring product In addition, doji's website visits mainly comefrom the 22 to 34-year-old group, in most of these young people are not married, showing that Doji’swedding ring products can receive a lot of attention from young people young customers today.Regardless of whether it's sunny or rainy season, winter or summer, January or October, as long aspeople consider it a beautiful day, the wedding will be held Sometimes it doesn't have to be abeautiful day anymore, when it's time to get married, we have to get married In general, weddingsstill take place all year round in all localities, regardless of rain or shine [3]

b Productcategories

Jewelry produced using Italian technology" with rates of 28% and 24% respectively These are twoproduct lines that are affordable and fashionable For product lines manufactured using Italiantechnology, there is also a price These product lines often release new models quickly and arefashionable with a target audience of young customers, used in all daily activities and purposes.In fact, gold is a valuable asset, present in many Vietnamese families in particular and Asian familiesin general, with the concept that gold brings long-term luck and peace of mind to life.

The "Gold" group accounts for 15% of purchases, including 24K gold bar products and jewelry usedin weddings The fact that this group accounts for a high proportion shows that consumers' spendinghabits are still strongly influenced by the idea that gold is a reserve asset.

This product line is traded at market prices, is highly volatile, has no or soft wages This group ofgoods is often purchased for dowry or hoarding This is the product group with the lowest profitmargin.

The product group "Wedding Rings" has a rate of 11%, showing the suitability of the data as itaccounts for a smaller rate than the rate of the "Gold" group Because these are usually two groupsthat guests will buy together when preparing for the wedding During the wedding season, thisproduct line is sought after by couples and brings huge revenue to the company.

Although the "Diamond" group only accounts for 12%, this is the group that brings in the secondhighest revenue because the average value of a product of this group is quite high This product grouphas products ranging from daily use to parties Due to its high value, the number of people accessingthis product group is quite limited.

c Thetrendofpersonalizationcontinuestoprevail

It is not difficult to see that in the consumer trends of DOJI products, personalization is still thedominant spirit This is also a common trend in the world because simply, when reaching a certainposition in society, consumers will be more aware of their own values They do not want to becomepropaganda channels and promote brands What they want and look for are products that can expresstheir values and class.

In the field of jewelry, the meaning of personalization and similarity between values is increasinglyemphasized because jewelry is always considered the perfect piece for each individual This is thereason why each piece of jewelry is carefully selected by buyers based on unique criteria, consistentwith their own values.

IV.Segmentation, targeting, and positioning (markets)1 Segmentation

The group from 22 to 34 years old, in which most of these young people are not married, shows thatdoji's wedding ring products can receive a lot of attention from young customers today.

Another noteworthy point is that the young customer group (under 18 to 24 years old) accounts for afairly high percentage, ranking second, which is a good sign because this is a young customer group,they will have a long time to come are potential customers who buy products related to wedding rings

2 Targeting

Demographic Age: 25 - 34

Occupation: Has a stable jobIncome usually ranges from15 million to 30 millionVND

Age: 18 - 24

Job: Step into the labor marketIncome usually ranges from 5to 9 million VND.

Age: 35 - 42

Occupation: Has a stablejob

Income usually ranges from15 million to 30 millionVND

Psychographic Focus on products withpractical value and beautifulappearance Able to pay forexpensive products.

Young and dynamic, likesbeauty and color

Always wants to express "I":demand independence, andautonomy, every action wantsto express ego They have apreference for goods thatexpress their personality anduniqueness.

Focus on products withpractical value and beautifulappearance Able to pay forexpensive products.

3 Positioning

DOJI always focuses on bringing value to customers through high-quality gold and silver jewelryproducts Their wedding ring collections often feature unique and creative designs, created by talentedartisans This ensures that customers will receive quality and luxurious products.

In particular, DOJI's wedding ring products are often designed to bring spiritual values, such as loveand loyalty This helps customers create a memorable memories and emotionally connect with eachother.

- 40% of people like Doji, they like Doji products through design or design.

- 70% (4,410,000 people) of the perceivers have acquired specific knowledge about Doji'swedding ring products through the website and media running TVCs.

- Add at least 1,200 loyal customers.2 Marketing goals:

- Currently, DOJI's Facebook page has a total of 658,290K followers The latest articleachieved the highest reach of 7.9k likes and 87 comments, along with 8.1K reactions,comments and shares.

=> The goal of this TVC campaign is to increase the number of followers of the page to700kreaching approximately 1,250,000 people

- a 30% increase in clicks on link ads to receive product information.- 80% are satisfied with the service and products after purchasing at Doji

The group of people aged 20-39 accounts for 18.3% of Vietnam's total population, equivalent to morethan 31 million people In this campaign, support from media campaigns such as TVC, TikTok, andYouTube, helped us reach about 7 million people between the ages of 22-40.

● Awareness: 90% x 7,000,000 people =6,300,000 people

The campaign reached 7 million people in the age group of 22-40 years From this number,90% (6,300,000 people) were aware of the campaign

● Knowledge: 70% x6,300,000=4,410,000

70% (4,410,000 people) of the perceivers have acquired product-specific knowledge throughwebsites and resources about Doji, especially wedding rings TVC has played an importantrole in understanding this 70%.

● Liking: 40% x4,410,000 =1,764,000

40% (1,764,000 people) have built a positive relationship with a product or brand through livechat, excellent customer service, and in-store interactions Preferences in purchasing weddingrings can be based on style, design, and the customer's values.

use x average price sp =4,410x 11,000,000 VND =48,510,000,000 VND (48 billion)Spend 3,074,682,500 (billion) running ads and recovered more than 48.5 billion

=> With the budget I spend to run ads like that, we can collect more than 48.5 billion from 75 storesand pay salaries to 3,000 employees feasibly and reasonably

VI.Big IdeaCapture the moment.

Marriage sentiment and culture in Vietnam are undergoing a slight transformation and there are somesigns that this trend could bring business opportunities to companies like DoJI In the past,Vietnamese men rarely encountered public situations and often skipped proposals, instead focusing onstomach work and preparing for marriage.