Licence professionnelle
Commerce spécialisation Métiers de la Vente
Professional degree in Marketing & Sales 2013 - 2014
TUTORED PROJECT
Subject: Development of Energy drink : Red Sun in the
Northern of Viet Nam
Group 4:
GIANG NHAT HOANG
DUONG HOANG PHONG
HOANG VU CUONG
KIEU HONG PHUONG
Hanoi, 16/01/2014
CONTENTS
Acknowledgements
First of all, we owe the teacher Professor Corinne Montoya and Nguyen Hoang a thank about
the tips, advises and comment you have given to help us get over the difficulties and completed
better in the process of implementation of this project.
Secondly, we also sincerely thank the leadership of Vietnam Aqua joint stock Company who
gives us a lot of information, knowledge as well as her experience to help us have practical
knowledge to carry out our project.
Thirdly, we honestly thank to Sales Department and Accounting Department of Vietnam
Aqua Company.
Finally, we want to send our faithful thanks to the Professors of Jean Moulin Lyon 3
University and Vietnam University of Commerce who have given us the background knowledge
about Marketing, Finance, and Economy.
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
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These reports and articles in this book are related to the main activities of the company in recent
years and along with product innovation projects as well as new sales marketing policy of
Vietnam Aqua.

and reach the demand of the market
- The company implements its self-supporting (non-financing by the government); the
source of human, the material resources of the country are developed to speed up the import-
export activities which hit the mark of increasing the foreign currency, contributing the
national construction and economic development.
- Joint venturing, associating with domestic and foreign economic organizations in
accordance with the dominant economic development law.
 The duty
- Perform business activities on the basis of the initiative and to comply strictly with
the provisions of the law.
- Study the possibility of production to market demand, the proposed recommendations
with Hanoi Industrial Office to resolve issues and problems in production and business
activities.
- Comply with government laws on financial management, import and export
management and foreign trading; strictly implement the commitments in foreign trade
contracts and contracts related to the manufacturing business of the company.
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VIETNAM UNIVERSITY OF COMMERCE
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Council members
Board of
Directors
Administrative
Offices
Accounting
Department
Sales
Department
Technical
Department

marketing’s research. The Sales Department’s selling strategy could involve mail shots,
travelling sales representatives, telephone sales and devising the sales interview.
- Technical Department: Install and fixes all appliances, machines, equipment,
respond for production.
- Production Department: The Production Manager is responsible for making sure
that raw materials are provided and made into finished goods effectively. He or she must
make sure that work is carried out smoothly, and must supervise procedures for making work
more efficient and more enjoyable.
- Quality control: Responsible for quality control on each stage and the product –
testing organization to ensure quality of the products.
b. Labor structure according to educational level:
No. Level Number of people Rate (%)
1 University 9 13
2 Professional School 11 16
3 Worker 42 60
4 Others 8 11
Total 70 100
(Source: Human Resources Department)
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OfferTrial jobInterviewApplication
c. Recruitment Process
 Recruitment process is done through following steps:
- First, job application of each person will be reviewed based on the criteria previously
required companies.
- For those candidates who have a record approved, the company will make an appointment
for an interview by the manager.
- The candidates who pass the interview will be scheduled for trial jobs at the suitable position
in three months.

Depreciation 20 0.05 20 0.06
EBIT 6,300.53 14.94 3132.13 10.16
Other expense 982.29 2.33 739.24 2.40
EBT 5,318.24 12.61 2392.89 7.76
Income tax 1,329.56 0.01 835.22 2.71
Net profit 3,988.68 9.46 1557.67 5.05
Through the table above, we can see that the business activities of the Vietnam Aqua in two
years (2011 - 2012) has continuously developed: Total revenue each year is quite high and rises
year over year, in 2012 total sales reach 42,164 million VND, rising 11,340 million VND
compared to 2011. The profit after tax in 2012 reach 3,988.68 million VND, increasing at
2,431.01 million compared to 2011. This is a very good growth for company.
 Profitability Ratio = Gross Profit*100/ Net sales
 In 2012: 27.53 %
 In 2011: 23.54%
 Net profit margin (NPM) = Net profit*100/Net sales
 In 2012: 9.46%
 In 2011: 5.05%
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VIETNAM UNIVERSITY OF COMMERCE
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b. Balance sheet 2012
ASSETS
( million VND)
LIABILITIES and
STOCKHOLDERS’ EQUITY
( million VND)
Current asset Liabilities
Cash 1231.905 Current liabilities 894.57
Accounts receivable 1053.568 Account payable 1,168.57
Inventories 1,842.73 Tax 1,407.70

- Customers
o The company's consumer market is the environment including the purchase of goods to
satisfy individual needs. Company supply soft drink to distributor to bring them to customer
by some kind of retailer like bar, internet station, convenience store…
o Wholesale market is the company or organizations standing out for Aqua distributions.
o Vietnam Aqua JSC has exploited most national dealers and established retailers in Lao,
Cambodia, India …
- Competitiveness
o Competitors always create pressure continuously to dispute the customers of Vietnam Aqua.
o This is a fierce competitive environment between the company and the products of the other
countries in the region such as Thailand, Singapore and the soft drink company having
similar products in the country such as Red Bull, PepsiCo, and Coca-Cola …. So company
put on measured advertising on TV, newspapers, flyers, banners, and advise the customers of
the quality, form, design-changes of product.
- Intermediary
o The intermediary is the individual or organization supported Vietnam Aqua such as some
Distribution and Advertising Company or Organization.
o But this intermediate consumption helps businesses introduce products and advice to seek
profits.
o With the help from Distribution Company, they keep the reputation and the guarantee of the
product to get in hand of customer with best condition
- Suppliers
o Supplier environment is the individuals or organizations supplying the input for VinaAqua
and it’s competitors.
o These suppliers put pressure about price and quality negotiation and quantity in the
transaction.
o Vietnam Aqua JSC determines this is one of the important factors, it can affect the quality
and quantity, in order to maintain production for the company.
o Some Suppliers of material and flavor like Kim Ha Co. LTD …
 Macro-environment

- Legal environment
o Vietnam today is a country under the socialist regime. Vietnam’s economy is multi-
component commodity economy under the market-oriented mechanism socialist. The stable
political environment, the legal system is more and more complete is creating favorable
conditions for enterprises.
o Legislation Regulating Business Supporting Domestic Products: Government launched a
campaign “ Vietnamese use Vietnamese products” After joining WTO in 2007: Tax barrier
for imported agricultural raw material decreased from 23.5% to 20.9 %. (Source: Report of
the Ministry of Finance at the “Diffusing commitments of WTO Conference” of Vietnam in
November, 2006).
- Technology
o As technology develops, businesses like ST conditional application of technological
achievements to create products with higher quality to bussiness development, enhanced
competitiveness. however, it also brings the risk to lagging enterprises, reducing their
competitiveness if they are not timely technological innovation.
o
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2. SWOT
STRENGTHS WEAKNESS
• This is a joint stock company so it
has huge capital
• The company is well known in the
South
• Equipment and production
techniques imported from Europe
which created a modern
manufacturing processes, safety and
hygiene.

Coca-Cola, Tan Hiep Phat,
• Policies and legal of Vietnam is not
completed and unstable. This will cause
many difficulties and disadvantages for
Vietnam Aqua when they wants to
change the face and change the policy to
launch a new product line to market
• WTO accession offer many challenges
for the fiercely competitive market, if it
wants to survive must implement
business strategies to survive
• Raw material prices increasing, affecting
the profitability of the company.
III. NEW PRO
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CHAPTER III - PROJECT:
REDSUN ENERGY DRINK IN NORTHERN MARKET OF VIETNAM
VinaAqua haven’t show in Northern Market yet so it’s a big opportunity in this market to launch
the product of Energy drink here. This market is really big and have a big potential based on these
analysis below…

We come to the conclusion of doing the market research to find out what the customers are
really looking for of energy drink and soft drink products.
I- MARKET RESEARCH
1. Researching problem:
 After receiving some general information from Vietnam Aqua JSC, we recognize one of the
problems that Vietnam Aqua has been facing is that they need to explore their customer’s
shopping habits, different in taste of customer in different areas. Company engaged in both

observer subjectivity is greatly
eliminated
• It is inflexible in designing
• It may be hard for participants
to recall information or to tell the
truth about a controversial question
• The researcher must ensure
that a large number of the selected
sample will reply
• It can It may be hard for
participants to recall information or to
tell the truth about a controversial
question seldom deal with "context."
That of all are the reason why this method is chosen, because of it’s inexpensive, accurate
than others and the researcher can be able to handle it. With about 1000 respondents in
Hanoi city, the results can be meet the requirement of our researching.
4. Proposed sampling plan:
 Sample size:
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- The sample size should be suit for company’s budget and time requirement. We will choose
200 respondents for doing survey. And with doing survey, we divide 1000 respondents into 3
groups: 200 members at universities, 300 members in bar and restaurant and 500 members at
parks and working environment.
5. Sample method:
 With doing survey, we will design the questionnaire to get the respondent. We interview
passers-by ask people a list of carefully chosen questions and show them the sample of 2
different products and ask them to tell us of their thinking about taste, flavor …
6. Data Analysis:

2.When were you born?
o 1982 – 1994 ○ 1995 – 2000
3.What is your current job?
o Student ○ Worker
o Office employee ○ Unemployment
4.What kind of soft drink do you like?
o Soft drink (Cola, fruit…)
o Energy Drink (RedBull, sting…)
o Functional Drink (Dr.Thanh…)
o Others (…………… …….)
5. Where do you buy your drink?
o Supermarket ○ Retailer
o Internet station ○ Traditional Cafeteria
o Others (………… ………….………… ….)
6.Which brand of energy drink do you often use?
o Red Bull ○ Sting
o Red Dragon ○ Others ( )
7.What do you think about the taste of 2 big kind of
energy drink Redbull and Sting ?
o Good ○ Bad
o So so ○ Too much gas
o Too Sweet ○ Others:…………
8.Have you used VinaAqua’s products?
o Yes ○ No
9.What do you look forward when VinaAqua launches
new kind of Energy drink?
o Quality ○ Price
o Style ○ Color
o Appearance ○ Design
o Material ○ Others: ….……………

○ ○ ○ ○
Others
○ ○ ○ ○
THANK YOU FOR YOUR RESPONSE!
1. Data Analysis:
 PART 1: TREND OF USING SOFT DRINK AND ENERGY DRINK
STYLES RATE (%)
Soft drink 35
Energy drink 40
Functional Drink 15
OTHERs 10
Vietnam Aqua JSC
QUESTIONAIRE
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- The table is made based on the result from 1000 respondents to understand of the trend of
using soft drink like energy drink and the result show that in our target customer they are
using a lot in energy drink so we have a big demand on energy drink from these customer
 PART 2: CUSTOMER’S BEHAVIOR
- When be asked about where you buy your energy drink, more than a half of the
respondents’ answer traditional cafeteria and Bar in Vietnam ; seized 51% (510 out of
1000 respondents) of the sample. While, there is 20% (200 respondents) prefer super
market. In addition, a percentage of the respondents (29%) state that they would like to
buy in other retailer and internet station.
• As a result, this survey has shown that the place for our target customer to buy energy
drink the most is in traditional cafeteria and bar café so we know where we have to
distribute our product to.
• Because the target of this research is finding the demand and desire of customers about
energy drink so the research problem is finding customer’s shopping habits. One of the

• Having 400 respondents said that they often looked at price secondly when they bought
energy drink (occupied 40%).
• These result shows that we have to focus the most on taste and try to reduce and make the
best price for our product. Next thing of RedSun energy drink that we have to design the
brand look famous to customer and care less on design and the color but still have to have
an outlook that catching eyes and attractive to customer .
 PART 3: CUSTOMER’S PERSPECTIVE ABOUT VIETNAM AQUA
• In the survey, when we asked “ have you ever used soft drink from Vietnam Aqua?”, just
only 100 people said “Yes” ( equal 10% out of 100%) and rest of them said “no”
(occupied 90%). Most of people (in 90% respondents said “no”) they used Soft drink and
energy drink of Sting, Red Bull, Red Dragon…
 Following this result Vietnam Aqua is not famous in Northern Market so when we
enter this market we have to have a really big and heavy promotion and advertising
on this market to make our customer know and believe in our product
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• Asking about the taste of Redbull a large number of customer said that RedBull and Sting
energy drink is too sweet and too much Gas ( 70% out of 1000 ) and they are also like the
color of Red Bull.
 For this result we are making RedSun energy drink taste like RedBull – a famous
brand in all over the world and make it different to suit the taste of VietNamesse
Customer so our product have to less Sweet and less gas with the same color
• According to this survey, we recognize that customer behavior and attitude are different
from different countries and change over time. Therefore, we need to keep tracking on
customer’s attitude day by day to adapt new changes, meet the demand and improve
VinaAqua’s image in customer’s mind. We need to try the best for this new product and
result of this survey is much helpful for us.
JEAN MOULIN LYON 3 UNIVERSITTY
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quality and price.
They pay more attention to
product design and brand;
prefer simple designs, dark
colors and classic style,
formal, polite and good
quality.
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3. Occupation
Students Worker Athletic
They focus on the surface, are
less interested in the brand, the
quality, but the style is unique,
eye-catching, dynamic, durable
material, comfortable and tasty.
They focus on the price
and effective of energy
drink and refreshment.
They care about the
design, effective and
slake, refreshment
IV- TARGET MARKET
• In large manufacturing energy drink market with the current fiercely competitive,
VinaAqua encounters many major competitors at domestic and international markets.
Domestic competitor is either a soft drink company like C2 soft drink, O2 soft drink, Red
Dragon with the relative power and dominate the large market.
• Besides being competitive with the domestic footwear company, VinaAqua must compete
with foreign ones with big reputation in the world like Pepsico , Cocacola…

- Company imports a lot of modern machines and synchronized to serve the
manufacturing process. With a closed process and continually being carried out on the
equipment with high automation. The devices are selected on criteria of product
quality, environmental protection and fuel saving.
2. Characteristics of materials
- To produce a lot kind of beverage, the company need some based material below :
 White Sugar
 Glucose Sugar
 Aspartame Sugar
 Vanilla Flavor
 Robecter Flavor
 Lemon Acid
 ….
- With the co-operation with some supplier of these material like KimHa LTD and
BaDinh food LTD … Company always have the best material for production with the
suitable price .
3. Characteristics of the capital and financial situation of the company
With a strong in financial and quick at rising capital, stable sale -> the company can handle
the new project easily.
Based on the statistical report on the budget, Vietnam Aqua will be able to invest in projects to
produce new products!
JEAN MOULIN LYON 3 UNIVERSITTY
VIETNAM UNIVERSITY OF COMMERCE
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