BETRIMEX market penetration proposal - GROUP 3 - CANADA.pdf

a proposal of penetrating a product of Vietnam in export channel, Canada

1. GROUP 3
1

2. 01 TABLE OF CONTENTS 02 Company Introduction and
Market Research (BETRIMEX)
International Marketing Strategies
Situation Analysis
SWOT Analysis
Positioning
2 03
Objectives
Short-term strategy
Long-term strategy 04
Recommended marketing strategy
Target Market and Market Entry Strategy
Market Positioning Strategy
Economic Evaluation

3. Betrimex's precursor was Foreign Trade
Company established by the People's
Committee of Ben Tre Province in 1976
After 30 years, the company was officially
equitized with the trade name of Ben Tre
Import and Export Joint Stock
Corporation.
After 45 years of development, Betrimex
has become the first and leading
manufacturer of coconut based
products in Viet Nam.
Company IntroductionCompany Introduction
The company's headquarter and 2
factories are located in Ben Tre with a total
area of ​​7.6ha with a turnover of 37 million
litres/year. The other branch is located at
62 Tran Huy Lieu, Phu Nhuan District, Ho Chi
Minh City.
Betrimex also has branches in Singapore,
USA and China to directly distribute their
products to supermarkets and food stores
in these countries.
Betrimex's products are trusted
increasingly by partners and presented in
67 countries.
3

4. Vision The world recognition in coconut industry
The world reference in coconut industry
The world first choice in coconut industryMission
Preferred brand for customers
Trusted business partners
Support sustainable agriculture
Community responsible
Aim for zero waste
Core Value
Integrity
Responsibility
Efficiency
Teamwork
Innovation
Company IntroductionCompany Introduction
4

5. Identifying products
with export potential
With over 40 years of experience, Betrimex
has been known for a wide range of
products such as coconut water, coconut
milk drink, coconut cooking milk, virgin
coconut oil, desiccated coconut. Coconut
water and Coconut milk are the two
outstanding products of Betrimex.
5

6. Identifying products
with export potential
About the coconut water of Betrimex:
Made from 100% Ben Tre pure coconut water,
which is grown by organic methods (no
chemical fertilisers, pesticides, genetically
modified ingredients, ...).
Cocoxim's Coconut Water retains nutrients
and provides many essential vitamins and
minerals such as K, Na, Ca, Mg, P.
The shelf life of canned coconut water
Cocoxim lasts up to 15 months.
Coconut water products are certified Organic
by USDA American and European standards,
which are assessed by the Control Union.
6

7. Identifying products
with export potential
About Cocoxim pure coconut milk:
The combination of Ben Tre pure coconut
water and cold pressed coconut milk from
fresh copra.
Pure coconut milk provides lauric acid, which
is found only in coconut milk and breast milk
to help increase the resistance for our health.
The shelf life of Cocoxim coconut milk lasts
up to 15 months.
Cocoxim coconut milk is packaged in 6-layer
packaging with UHT direct sterilization
technology to help prolong the shelf life of 15
months without preservatives.
7

8. Identifying products
with export potential
Betrimex decided to invest in UHT (Ultra-high
temperature processing) sterilisation technology
from Tetra Pak company (Sweden)
→ Allowing to keep the fresh taste of coconut
water/milk without the intervention of preservatives
or chemicals. This technology has also helped
Betrimex for international certifications such as
Organic USDA, Dietive, GMO, Free, Kosher, Halal.
8

9. Identifying products with export potential
According to the Vietnam Trade Office in Canada, in 2021, Vietnam's exports to Canada
achieved positive growth for the third consecutive year in 2019, after Vietnam and Canada
officially became members of the CPTPP Free Trade Agreement.
In 2022, Vietnam was Canada's largest trading partner in Southeast Asia and an important
partner in Asia.
→ This would be an opening up of opportunities for Vietnam's coconut milk exports.
9

10. There are full certifications in food safety and high product quality.
Moreover, these certifications demonstrate the ability to meet the
needs of some special customer segments (Jewish, Muslim):
Halal certificate (the document that ensures that marketing
products and services for Muslim communities meet the
requirements of Islamic law): Muslim is the second most
commonly reported religion in Canada, in 2021 (Statistics Canada,
2022).
Kosher certification (food certificate, international value
according to Jewish beliefs): According to Statistic Canada, in
2021, the Jewish make up 1.4% of the Canadian population
(Statistics Canada, 2022).
Organic certificate: Under the Safe Food for Canadians
Regulations, products must be certified organic according to the
Canadian Organic Standards (Government of Cananda, 2021). Determining your company’s export readiness
10

11. There are full certifications in food safety and high product quality.
Moreover, these certifications demonstrate the ability to meet the
needs of some special customer segments (Jewish, Muslim):
BRC, FSSC 2000 Certificate (UK-issued food safety certification,
testing from input materials to production and consumption):
international certificate and in compliance with domestic and
export laws Domestic and global export and domestic regulatory
requirements (KNA Cert, 2023).
BSCI (meeting export requirements to many countries: USA,
Canada…): Certificate of international validity (KNA Cert, 2023).
IFS (International Food Standard): The highest standard in the
food industry (KNA Cert, 2022).
--> According to certificates that
Betrimex has obtained, in terms of
quality, the company is fully
capable of exporting to Canada.
Determining your company’s export readiness
11

12. Determining your company’s export readiness
Based on the resources, capacity and orientation of
Betrimex, it can be seen that the company is ready to
export:
Betrimex invests in the Tetra Pak Group's world-
leading UHT (Ultra-High Temperature Processing)
sterilizing technology (Sweden) (BETRIMEX, 2023).
Farmers have years of experience and organic
farming methods that can create high-yield, quality
inputs and ensure the sustainable development of
coconut gardens (BETRIMEX, 2023).
The system is complete with 5 production plants, and
more than 1000 professional and enthusiastic
employees (BETRIMEX, 2023).
12

13. Based on the resources, capacity and orientation of
Betrimex, it can be seen that the company is ready to
export:
Ben Tre owns the largest coconut growing area in the
country: 70,000 hectares, leading in the output of 40%
of the total coconut production in the country
(BETRIMEX, 2023).
The quality of Vietnamese coconuts is higher than the
world average (BETRIMEX, 2023).
For the next many years, the global coconut milk and
coconut water market will continue to grow and show
no signs of decreasing: The global coconut milk and
coconut water market is expected to grow at a CAGR
of 14.4% and 16.1%, respectively, between 2022 and
2029.
Determining your company’s export readiness
13

14. Betrimex and TTC Group have decided to invest in a
canned coconut water factory with 330ml filling line
with a total capital of 22 million USD in 2015.
Betrimex also constantly improves and diversify
product categories based on market information on
global customer needs.
Chau Kim Yen, general director of Betrimex, said that
the company oriented 30-35% of products made for
domestic consumption, the rest will be for export.
(BETRIMEX, 2019)
Betrimex has invested in the world's most modern
production technology, Tetra Pak (Sweden) in the
production of coconut water and canned coconut milk.
This is a 100% automatic technology, environmentally
friendly, ensuring the quality of products made can
meet the most demanding requirements of customers
from Europe and America.
Determining your company’s export readiness
14

15. PESTEL ANALYSISPESTEL ANALYSIS When entering a new market, it is crucial to take into account the key
external elements of the current market because they have been shown to
have a significant impact on a product's success. PESTEL is a structure that
businesses have set up to analyze and track those macroenvironmental
variables.
15

16. PESTEL ANALYSIS
Canada-ASEAN Free Trade Agreement (status:
negotiation)
Comprehensive and Progressive Agreement for
Trans-Pacific Partnership (CPTPP) (in force)
World Trade Organization Agreement on Trade
Facilitation (TFA)
Agreement on Trade-Related Aspects of
Intellectual Property Rights (TRIPS)
Agreement on Trade-related Investment Measures
(TRIMS)
General Agreement on Tariffs and Trade 1994
(GATT)
One of the world’s largest economies
North America accounts for the largest market
share and expected to grow in the future
(2021 - 2029: 17.5 %CAGR up)
The import value of Canada was USD 80.86M, and
the import volume was 40.66M metric tons in 2021
Vietnam can be seen to have the potential of
developing coconut milk exportation to Canada
Political Economics
16

17. PESTEL ANALYSIS
Innovative packaging and storage technologies can
also be used to ensure the quality and shelf life of
your coconut water:
+ helps protect the content from contamination
+ The tetra pack is made of multiple layers and each
layer is made of different components
Suitable for the product to have a longer shelf life
Sociocultural Technology
Variety of nutritious and nutritional beverages help
maintain a healthy lifestyle embraced significanly
recent years
Increase demand for plant-based food products and
plant-based cosmetic products
Rising awareness about health --> Rising the
consumption of coconut milk --> Enhancing the
market growth
Regionally, due to increasing shift of plant-based
products,
Coconut milk is becoming more popular as a healthy
and organic drink,
17

18. PESTEL ANALYSIS
61% of Canadian consumers will pay more
attention to the environmental impact
--> Canada has a strong focus on environmental
protection, and sustainable practices
Environmental impacts: Prime Minister, Justin
Trudeau, revealed today Canada's enhanced
climate plan, A Healthy Environment and a
Healthy Economy
--> Aiding in the achievement of economic and
environmental objectives
Environment
LegalCanada export requires complying with local regulations
and laws, such as food safety and labeling standards:
The Safe Food for Canadians Regulations (SFCR) set out
the requirements for all foods that are imported,
exported and inter-provincially traded. Companies must
adhere to requirements under the Food and Drugs Act
(FDA) and Food and Drug Regulations (FDR) in addition
to those under the Safe Food for Canadians Act (SFCA)
and SFCR.
--> It's important to obtain any necessary licenses and
certifications to ensure your product meets Canadian
standards
18

19. PESTEL ANALYSIS
An opportunity to access a variety of consumer
Gain key learnings from the previous SEA
brands which have a long-term trade
relationship with the Canadian market
OPPORTUNITIES
THREATS
A challenge to compete with long-term
businesses in Canada,
Budget for market research,
Time to gain brand awareness in the Canadian
market
19

20. Consumer
Profile Demographic According to a 2020 report by the Canadian Plant-Based Food
Association, plant-based milk alternatives are most popular among
consumers aged 18-34, with 46% of this age group reporting that they
consume plant-based milks. This age group is also more likely to
identify as vegetarian or vegan than older age groups (Mintel, 2018)
Overall, the demographic profile of coconut milk consumers in Canada
is likely to skew towards younger, more health-conscious, and
environmentally-aware consumers, with a higher proportion of female
consumers (Mintel, 2018)
the report notes that female consumers are more likely than male
consumers to purchase non-dairy milk alternatives, including coconut
milk. This trend is consistent with research on plant-based diets, which
suggests that women are more likely to adopt vegetarian or vegan
diets than men (Mintel, 2018)Taste preferences
Drink skim, 1% or 2% milk every day. Have 500 mL of milk each day for
adequate vitamin D (Garriguet, 2019).
Canadians' reputation for loving salty food (Schwartz, 2014)-> coffee
with a little salty flavour mix with coconut milk is more potential
Consumers seeking surprise and joy in their foods and beverages are
driving the need for more exotic flavours (Food in Canada staff, 2022).
→ New creative product like coconut milk coffee may be an exotic taste
that curious Canadians.
20

21. Consumer
Profile Buying pattern 1 in 4 Canadians would decide NOT to make a purchase at a store that did not have
an online alternative. (Paybright, 2022).
Canadians prefer the milk in bags rather than cans (CBC Radio, 2020).
Canadians go shopping every week (Ozbun, 2022), most schools follow a five-day
week and work from Monday to Friday (Arrive, 2020) -> packaging multiplied for
each family needs to be at least 5 bags/package for coconut milk.
Besides, Canadian coffee drinkers tend to drink about 2-3 cups per day (Black Creek,
2021)
→ Packaging multiplied for each family needs to be 3x7=21 cans/package for coconut
milk coffee.
Size: Excessive consumption of coconut milk might cause severe gas production and diarrhoea.
Stomach issues can also be resulted from fasting and then bingeing on coconut milk that will
cause stomach cramps and abdominal (Dube, 2021) -> small bag size is better because too much
is hard to digest.
Elderly people are rich: According to Statistics Canada, the median net worth of seniors in
Canada is $543,200. The net worth drops between the 55 to 64 and 65 plus range (Ott, 2022).
→ High nutritious for old people (old people like shopping online), of the 67% of Canadians who are
more likely to shop online were led by the oldest Canadians (aged 55+, 79%) (Russell, 2022).
→ They can buy high price -> delivery at home -> loyal to supermarket but not sensitive to the
campaign (as shown in table below)
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22. As reported in November 2020, 30% of customers reported that "click-and- collect" had become a
regular part of their routine, up from 18% only seven months earlier. This indicates that consumers
appear to have embraced the service and are substantially more inclined to utilize it post-
pandemic (Geoff, 2021)
-> delivery is important, elderly people can’t often go shopping -> delivery at home may increase
the proportion of buying.
“Consumers are also actively seeking out sustainable food and beverage products that have a
significantly positive impact on the planet as well as on their personal health and well-being,
looking for products with consumer-friendly ingredients, clean label claims and locally and
ethically sourced ingredients.’ (Food in Canada staff, 2022) -> packaging that is recycled may be
preferable.
Advertisers have altered their tactics to adapt to greater digitally focused spending in 2020: Social
media, digital video, and digital display have all witnessed significant growth, owing mostly to the
desire to reach clients where they are (Geoff, 2021) -> advertising and campaign raise the number
of units sold.
Nearly half of shoppers have ordered directly from brands, rather than retailers (Capgemini, 2022)
-> the physical store will attract and build more trust of customers to buy products, compared to
placing in the supermarket.
With rising customer demand for flexible payment options across age ranges, the retail industry in
Canada will continue to accelerate buy now, pay later (BNPL) options in 2021, with an emphasis on
the e-commerce channel (Mehra, 2021).Consumer
Profile Buying pattern
22

23. Purchase Power The World Bank states that the GDP per capita PPP
is $47.567 in 2022. In 2022, the median after-tax
income was CAD 54,630, a minor decline from
2018.
The average net-adjusted disposable income per
capita in households is USD 34,421 per year, which
is higher than the OECD average of USD 30 490 per
year. According to Statistics Canada, consumer
expenditure climbed marginally in the second half
of 2020.
Income inequality remains severe, with the top 20%
earning around six times as much as the lowest
income 20%. (The Gini index for Canada is 0.33,
with 1 being the highest level of inequality).
Women who have comparable experience,
socioeconomic background, and background earn
generally $7,200 less annually compared to males
counterparts.
Management fields are the highest paid,
while public utility manufacturing, sales and
service trades are paid lowest.
The provinces of Alberta, Saskatchewan, and
Ontario have the greatest wages, whereas
Prince Edward Island and New Brunswick
have lower levels.
23

24. Canada’s population has a high and diversified level of mass consumption (most of the people consume
a large amount of goods and services other than satisfaction of basic needs).
Purchases are mostly made in malls, mass retailers and retail parks. Neighbourhood malls are no longer
popular.
10% price discount is enough to make a consumer buy a product online instead of in store.
Highly visible placement of sugary drinks on supermarket end caps and candy in the check-out aisles,
which makes these items salient and increases impulse purchases (Arrell Food Institute, 2021)
More than half (53%) of consumers say a company’s transparency around its business practices
influences their decision to buy its products—the most-commonly cited factor.
Mintel research highlights the importance of ethics and the environment for the milk and dairy industry as
a third (33%) of milk, milk drinks and cream users are interested in products in a bottle/pot made
wholly/partly of recycled plastics (Betrimex, 2019) → ESG criteria play a notable role in building
customers' trust. Customers are demonstrating
their readiness to leave brands that don't align
with their own values. → Consumers will still shop online. But they’re also going
to shop in physical stores. -> Engaging customers requires
integrating in-store and online experiences so they can
move fluidly between them.
Consumers are increasingly looking for custom-made solutions that fit their specific needs, nearly 80% of
consumers want personalized products and services in 2022.
Online shopping is increasing, but Canadians tend to prefer hybrid shopping (browse online, shop in-
store, order online, pick-up in-store). According to the latest data provided by Statistics Canada, the total
spending of Canadian online shoppers reached $32.80 billion in 2022, compared to $18.9 billion in 2012,
with nearly 84% of Internet users buying goods or services online. 72% of Canadians say they’ve shopped in
a physical store at least monthly over the past year—up from 69% in 2021 (PricewaterhouseCoopers, 2022)Shopping Behaviour
24

25. In 2019, Canadians spent an annual average of $935 per capita on health
and wellness. Canadians are increasingly concerned about sustainable
consumption, and the purchases of local, ethical or organic products are on
the rise, especially for food and clothing.
→ Canadian consumers are more willing to buy at a higher price tag if food
items are more sustainable.
The rising vegan trend and lactose intolerance cases in North America are
the factors bolstering the demand in the region (Fortune Business Insight,
2021)
-10% of the Canadian adult population consider themselves vegan, there were
about 1.7 million vegans in Canada and 2.8 million vegetarians, out of a current
population of 38.7 million (Peters, 2022).
-Canada ranks 9th globally as a vegan-friendly country
According to the survey results published by the National Library of Medicines
in 2020, 13.6 % of respondents reported the adoption of plant-based dietary
practices. The survey included youth and young adults from five major cities
in Canada (Mordor Intelligence, 2023)
Consumer interest in the high nutrition content of coconut milk, as well as
plant-based and organic beverages, is driving some of this trend in the U.S.
and Canada (Siegner, 2019)
Consumers also are interested in exotic flavors and tastes, which is
why Asian cuisine containing coconut milk is becoming more popular
(Siegner, 2019). Retail sales of ethnic foods jumped to $12.5 billion in
2018 from $10.9 billion five years earlier, according to Statista, and
coconut milk was likely a major part of that increase.
Coconut milk for cereals and curries are all widely popular vegan and
plant-based ingredients utilized in both sweet and savory dishes
(Mordor Intelligence, 2023)
A quarter (23%) of brits use plant-based milk (Betrimex, 2019)
The first period of Covid-19 marks a significant peak in the number of
searches, especially for coconut and almond milk (Trajaan, 2022)
→ Coconut milk has 2.1 million users, which takes 25% of the
proportion using plant-based milk -> a considerably high number
of people that makes coconut milk be a potential product.
Plant-based milk trend
25

26. Every year in December, search volume for plant-based milk drops as being
shown below
→ Increasing the rate of retail sales of plant-based milk every year,
Canadians are willing to pay more for plant-based milk as a result of
health concerns and vegan trends.
→ Plant-based milk is definitely not the drink of choice for consumers over the
Christmas season.
→ Consumers of plant-based milk products are rising significantly during Covid-19
pandemic with a highly potential number of users.
→ Plant-based milk takes the second highest proportions in total
Canadian plant-based F&B -> high potential customers.
Visualize the growth of the segments
26

27. Strength SWOT ANALYSIS WEAKNESSES
Opportunity
Weakness
Threats
Pure coconut milk provides lauric acid (an antibacterial
acid), which is found only in coconut milk and breast milk
to help increase the resistance for our health.
Betrimex decided to invest in UHT (Ultra-high temperature
processing) sterilisation technology, which is the world's
leading production line of Tetra Pak Group (Sweden),
allowing to keep the fresh taste of coconut milk without
the intervention of preservatives or chemicals
There are full certificates of product quality,
certifications to meet the needs of large
markets of consumers (Jewish, Muslim)
Competitors of Betrimex have successfully build
good brand images
Shelf life is less than 3 months compared to coconut milk
products of domestic competitors (Betrimex: 15 months,
Vietcoco: 18 months)
Brand awareness is still not widespread
There are a lot of strict requirements to import
into Canada
Rising weather variation and climatic change decreases the
production of coconut by 12% → increase the prices owing to
less availability of coconut and manufacturers are also not
able to produce variety of ingredients with the help of
coconut that decreases the demand of coconut milk which
is set to challenging the market of coconut milk products
(industryarc, 2019)
The vegan trends and health concerns of
Canadians are increasing significantly.
Canadian GDP is affordable to buy coconut
products
The coconut milk products market in the North America
region accounts for the largest market share and expected
to hold steady growth over the forecast period
Lactose restrictions among the population in the Canadian
market, the coconut milk products market in the North America
region accounts for the largest market share
27

28. VRIO Analysis Resources Valuable Rare Hard to imitate  Organized Result
1 Innovation Yes No Yes Yes
Sustained
Competitive
Advantage
2
Good relationship with
coconut farmers
Yes No No Yes
Temporary
Advantage
3
Company leadership and
a strong vision.
Yes Yes No Yes
Temporary
Advantage
4
Huge Material Sources
from Ben Tre
Yes Yes Yes Yes
Sustained
Competitive
Advantage
5 Financial Resources Yes No Yes Yes
Temporary
Advantage
6
GMOs or ionizing
Radiation technology
Yes No No Yes
Temporary
Advantage
7
Technology extracting
woven proteins
Yes Yes Yes Yes
Sustained
Competitive
Advantage
28

29. Competitors Analysis
Brand
History
With a longstanding history of
processing coconut products from 1922
till now, Grace can be regarded as one
of the oldest giants in this industry
This company was builded in Colorado, USA in
1977. Beginning with soya and tofu, it then has
encroached on almond products and enlarged
the market globally. In 2011, it entered the
coconut market with 2 initial products: creamers
and coconut milk
Founded in 2003 in the USA, the idea of
establishing the company is from what
makes Brazilians remember their homeland -
''agua de coco''. After 20 years in the coconut
industry with up and down, the firm now has
some certain success
Product
Coconut products, rice, beverages,
snacks,...
Plant- based beverage, creamers and yoghourt
alternatives
Coconut water, coconut juice and beverage,
coconut milk, hydration mix,...
Oustanding
point
COMMUNITY WORK
Firm believes that it is responsible for
helping back to the environment where
it runs the business by doing charities,
opening food banks, taking care of
children's education,...
SUSTAINABILITY There are three features that
Silk is passionate about: conserving water,
packaging & recycling, helping bees & other
pollinators
PURPOSES
Cultivating Communities and Culture &
Protecting Natural Resources
Local competitors in the targeted export country market
29

30. Competitors Analysis
Local competitors in the targeted export country market Brand Product
Quality Having a wide variety of genuine
products to offer Using no herbicides or pesticides in its coconut
fields Being the best brand of producing coconut
water with aseptic cold bottling Target
Customers To satisfy the unmet needs of
Caribbean people wherever we live in
the world.' Everyone, from vegans to burger lovers Healthy active influencer, aged 25 to 39 Distribution
Channel Store: Hamilton, Guelph, Kitchener,...
Online: Amazon, Walmart, Mr.
Cases,... Store: Real Canadian Superstore,...
Online: Amazon, Walmart,... Store: Target, Walmart,...
Online: Kroger, Walgreens, Amazon,... The ability
to forecast
demand It first launched the coconut water
canned with 100% coconut waters
are cholesterol and gluten free with
zero fat.
Then the coconut milk and cream
were introduced to the market for
cooking pourposes The first product introduced in March 1996
focused on soy and tofu products.
In January 2010, the company introduced
Amonld milk
2011 it joined the coconut market with
creamer and milk products In 2004, it introduction rebranded
coconut water market
Collaborating with Flywheel Digital for a
54-ounce line of coconut oil in BPA-free
plastic tubes in 2017
30

31. Competitors AnalysisPotential Vietnamese CompetitorBrand History Since 1997, the company has started the
journey of exploitation and processing to
create high quality products based on
available raw materials in the land of Ben
Tre. With the combination of modern technology
and production standards with a long-
standing tradition of coconut processing,
established in 2016, BEINCO is confident to
open a new chapter, bringing Vietnamese
coconut processing industry South reaching
out to the world In 2014, realizing that the potential of the
coconut market in Vietnam has not been
focused on exploiting, Asia Raw
Materials Corporation (AIG) decided to
establish Asia Coconut Processing Joint
Stock Company (ACP) Product Coconut milk, coconut flour, coconut butter,
coconut oil, etc Coconut milk, coconut water, coconut oil,
etc UHT Coconut Milk, Coconut Milk
Powder, Coconut Water, etc. Oustanding
point SUSTAINABILITY
Building a community ecosystem of farmers
- producers - workers - customers. Prioritize
sustainable development and
environmental protection SUSTAINABILITY
Inspiring, increasing social and
environmental responsibility PURPOSE
Create a stable connection between
businesses and people growing Ben Tre
coconut, contributing to the general
development of Vietnam's agricultural
product industry
31

32. Competitors Analysis
Brand Vietcoco Beinco ACP
Product
quality
- Until 2023, the brand has won the title of
National Brand of Vietnam 6 times in a row
- In 2022, Vietcoco is recognized as a high
quality Vietnamese product
- Certificate: BRC, FDA, USDA, KOSHER, IFS,
ISO, HACCP
- In 2020, Beinco is recognized as a high
quality Vietnamese product
- Certificate: BRC, FDA, USDA, KOSHER, IFS - Certificate: BRC, FDA, USDA, KOSHER,
HACCP
Price
- VIETCOCO Premium Organic Coconut Milk
- 330ml paper box: 19,900 VND
- VIETCOCO Chocolate Coconut Milk -
330ml paper box: 16,900 VND
- UHT VIETCOCO Coconut Milk - 330ml
paper box: 15,900 VND
- Delta Coco flavoured coconut milk -
Glass bottle 290ml: 27,200 VND
- Vico Fresh Drink Coconut Milk 330ml:
22,000 VND
- UHT Vico Rich Coconut Milk 330ml:
21,000 VND
Distribution
Channel
- Order online via website vietcoco.vn or on
e-commerce platforms: Shopee, Lazada etc
- Buy directly at agents and supermarkets
- Order online via e-commerce platforms:
Shopee, Lazada etc
- Order online via e-commerce platforms:
Shopee, Lazada etc
The ability
to forecast
demand
- On average, Vietcoco supplies 37 million
cans of coconut milk to the market every
month
- Exported to more than 60 countries
around the world: US, Europe, Australia,
Japan, Korea etc
- Drinking coconut milk production line
reaches 16,000 tons/year
- Exported to more than 43 countries
around the world: European - 50%, the US -
20%, the Middle East - 15%, etc.
- ACP can provide more than 10 million
liters of coconut milk/year
- Exported to 16 countries around the
world: Japan, US, UK, Germany, Italy, etc
32

33. Segmentation
33
Segmentation Busy bees Vegan lovers
Demographic
Age 18-59 under 35
Gender
Both female and male
Female
Income  $70.000 - $90.000 $54.000
Geographic Urban
Psychographic Lifestyle
Most Canadians drink their coffee at home
They commonly consume coffee with 71% of the beverage
Consumed FAFH (Food Away From Home)
Standard working hours are 8hrs/day, for a total of 40 in a week.
Enjoy the convenience of ordering from the office or from the comfort of
their home
Like to drink coffee when the weather turns cold.
Enjoying a cup of coffee during breakfast
Want to take care of the environment and themselves
Health-conscious
Animal protection
Behavioural 
Benefit
Take their coffee with a larger amount of milk or creamer, including 50% of
women
Demand for access to healthy products and instant coffee
Spending $11–20 every month for coffee
Get their coffee from grocery store, follow by coffee shop and department
store
Increasingly looking for options to incorporate greater
variety into their diets
Don’t drink dairy milk -> plant-based milk is an
advantage
Required to substitute the B12 vitamin, a vitamin
predominantly found in red meat
User rate  Tend to drink about 2-3 cups per day (Black Creek, 2021)

34. TargetingTargetingTargeting
34
Between the two groups of segmentation, our target one is Busy bees.
This group is mainly focused on busy consumers who have the habit of
drinking coffee (about 2-3 cups per day) and demand healthy milk
drinks but still keep them awake while working.
Both genders who are in love with milk coffee whose age ranges from 18 to
50 years old with the average income from $70.000 to $90.000 per year
belong to this target segmentation.
This target group usually enjoys a cup of coffee during breakfast, especially
in the cold weather because it helps wake up the body well and relieve
stress.
Additionally, the Busy bees demand trends in healthy lifestyle for acces
access to healthy products because they don’t get enough calcium,
magnesium, zinc, potassium, vitamin A, vitamin C, or fibre With its creamy
consistency, coconut milk is highest in saturated fat and it is a good source
of vitamins A, B12 and E.
The busy bees enjoy the convenience of ordering from the office or from
the comfort of their home so that they prefer online ordering via delivery
apps such as Uber Eats and SkipTheDishes to shopping at the grocery
store.

35. 35
INSIGHT
People who are busy because of work often have
the habit of choosing a quick or no-meal solution
that will have to skip meals, especially in the
morning. They often start a new day with fatigue
and need support for energy and alertness.
TRUTH TENSION
Although they know that such a lifestyle brings
many harms, they still have to maintain it
because they have a priority on work over health
and quality of life.
They aspire to have a healthy lifestyle, use
nutritious drinks to recharge their energy for the
work process as well as ensure their health for the
future.
MOTIVATION

36. Staying physically in a state of alertness and energy is a big
challenge for busy people with rushed lifestyles, who have to
sacrifice their health for work. Although they know that
lifestyle is harmful, they have other priorities that are more
important than health and quality of life. They aspire to be
able to balance their lives, improve their diet, ensure their
alertness and energy for a working day, and protect their
health in the long run.
36
INSIGHT

37. POSITIONING STATEMENTPOSITIONING STATEMENT Betrimex offers a line of nutritious coconut milk
coffee products for busy customers who not only
want to recharge quickly to focus on work but also
ensure their health.
37

38. Characteristic
of target
audience
They are busy people (Busy Bees)
They are interested and
swamped with work so they
need to stay awake to work.
They do not have time to
take care of their health
They need convenience and fast, no-frills
procedures.
Big Idea: Charge up your day
Key messages: Let Betrimex take away your stresss
Brand role
Betrimex with coconut milk coffee helps to deal with nutrition concerns in normal life and becomes a familiar
part that recharges Busy bees’ new days as well as blows away the tensions and pressures in such a busy life.
Approach
Strategy:
Emotional:  
Being rechargeable after a long-lasting working day. Due to
the pressure and business in lives, using the product helps
Busy bees feel happier and release the stressful tensions.
Changing their bodies and minds positively with the feeling
of having healthier lifestyles. 
Functional:
The product can adapt to the demand of
being focused and conscious at work.The
product contains nutritious ingredients.The
product is convenient, widespread, usable,
fast and affordable.
38 Short-term strategy OBJECTIVESOBJECTIVES

39. Phase Trigger (1 month) Engagement (2 weeks) Amplify (3 weeks)
Objectives
Makes people curious about the
brand of Betrimex.
Raise the issue that people are
facing work pressure.
Help target audience understand the
value of the product and increase trust
in the product.
Solve the problem of stress and
pressure that people are facing at work.
Expansion and affirm Betrimex
brand (increase market share).
Key hook
Social discussion
Hint: busy life
1-2 social media posts/week
TVC of busy life and how Betrimex helps
people deal with it 
Facebook and Instagram challenges:
How did you take away your stress?
Sponsor for events (about
environment, education, etc.) or
workshops about soft skills like
time management.
Supporting
Tactics
KOLS
Fanpage
Communities groups
Facebook ads
(Raise and discuss the problem)
KOLS
Fanpage groups
Facebook and Instagram
(Solving the problem of product
integration)
Facebook and Instagram
Speakers
Events
(Products directly to
consumers)
39Short-term strategy
Deployment PlanOBJECTIVESOBJECTIVES

40. Long-term strategy in 5 years
Leading in highly applicable
innovations Focus on plant based milk industry and plant based
milk related products, which is the core business that
has established the Betrimex brands.
Continue to R&D to develop more new products with
innovation. This means that after increasing brand
awareness, the company continues to maintain by
providing products that can meet diverse customer
preferences and demands as well as bring various and
convenient experiences to them.
Brand ImageRaise people's brand awareness about foreign
products through marketing campaigns.
Promote more on highend and added value
products, especially in urban areas.
Penetrate and cover rural areas with mainstream
products that growth potential are large.
SUSTAINABLE DEVELOPMENT: Try to be in the top 3 position in Canada market and
aiming to reach the Top 50+ of World’s Largest Plant Base Milk Companies in terms
of revenue.
SUSTAINABLE DEVELOPMENT: Try to be in the top 3 position in Canada market and
aiming to reach the Top 50+ of World’s Largest Plant Base Milk Companies in terms
of revenue.
40

41. MeansProduct
CommunityEnvironment
Improving technology and machinery;
modernizing, optimizing production
capacity
→ Modernized and optimized production
capacity
Product development, anticipating
consumer trends
→ Increased customer satisfaction
Promoting sustainable
development
→ Increased values brought to the
stakeholders
Actively promoting initiatives to
effectively use resources and energy
(solar energy); being sensitive in
applying advanced techniques in
production and planting
→ Saved energy, improved performance
41
Long-term strategy in 5 years

42. MARKET POSITIONING STRATEGY
Canadians are proactively looking after both their
physical and emotional well-being. 49% of them
said that they feel guilty when they eat foods they
don't consider healthy (Mintel,2020).

Betrimex can focus on the quality characteristics of
coconut materials, which are reviewed better than
other regions by experts.
Outstanding point: kill pests by natural methods, do
not use chemical fertilizers, coconut soil is
converted to organic for 2-3 years according to
American and European organic standards, etc
(Betrimex, 2022)
Many of Canadians favorite coffee drinks are
espresso-based milk drinks and 43% of them take
their coffee with a larger amount of milk or creamer
for breakfast (Canseco, 2022).
Consumers can safely use the Betrimex product
without worrying about their health being affected
when they have to tolerate too much caffeine
because there is only just 19mg of coffee for each
(compared to the standard 400mg/day).
When entering the Canada market, we opt the
lifestyle positioning with tagline: “Charge up your
day” since this product in addition to the ability to
provide energy, alertness also ensures long-term
health maintenance for users.
42

43. Market Entry Strategy
1.Scale of entry: Small scale of entry:
Less costly when producing a small scale of
resources committed.
Permits the organization to gradually build up while
becoming better acquainted with the market and
diminishing exposure to the market.
2.The mode of entry: Non-equity mode (Export):
Entering through direct export with a representative
office in Canada.
Although it will increase the workload and resources
demanded due to cut out the middleman, we think
it’s still suitable for launching coconut milk coffee
products into Canada:
With a representative office, it’s easier to get close to
customers and understand as well as investigate the
ingenious’ trends, behaviours.
Cuts out the third party -> there is no intermediary
to take a commission during the export process ->
reduces the business’s costs, resulting in the
potential for increased profit.
Can control exactly how the product is marketed
and distributed abroad -> increased control over
brand image and receive direct feedback from
customers.
43

44. The main colors are white, green and brown.
The brand name comes with an image of a coconut and the light
yellow-brown coffee milk line below.
Smart "Dream cap" plastic screw cap that helps support the lips of
consumers, which is suitable for today's active life.
All areas of Canada are bilingual and some French-only speakers
--> Product labels must display all important information in both French
and English.
The label consists of country of origin, nutrition facts, certifications, product name, product
description, manufacturing Date and Expiry Date, Business name and location, Basic Product
Information, Food Allergen and Package Recycling, etc
44MARKETING MIX PRODUCT
About the product design
About the language

45. Invested in UHT (Ultra-high temperature processing) sterilisation
technology from Tetra Pak company (Sweden), which is the world's
leading food processing and packaging solutions company
Tetra Pak's packaging is especially eco-friendly with 6 layers of
recyclable.
This can meet the packaging needs among the Canadian consumers.
The side of the box shows the ingredient indexes in the product, the
necessary information and some accompanying certifications.
Increase the amount of caffeine in the product.
Change the calories in nutrition facts on the outside of the
packaging.
We offer 11.16 fl oz capacity to deliver a beverage that promises to
have just the right amount of caffeine and also immune-boosting
ingredients.
45MARKETING MIX PRODUCT
About the distributor for packaging
About the ingredients

46. The team decides to choose Ocean Freight to export the
products. Almost all the urban areas in Canada are near the
coast so it’s more convenient to ship products by sea.
It will be about 25 days to ship from the port in Vietnam into
Canada. Besides, shipping by FLC is a faster process
compared to LCL
For the Incoterms, we choose CIF because although Betrimex has to maintain ownership and
responsibility of the goods while transit, Betrimex can have control over the products to
ensure the quality and quantity until the products are delivered to the destination port and
CIF can generate higher margins
46MARKETING MIX PLACE
Port to Port
FLC 28-42 days 
CLC  33-47 days 
Freight
The peak season is from the middle of August to the middle of
October, which causes the higher cost due to increasing
demand and the shortages of containers
-> Shipping out of the peak season will be more beneficial.

47. 47MARKETING MIX PLACE
Distribution
channel

48. 48MARKETING MIX PLACE
Distribution channel
Competitive price Transportation problem
WHOLESALERS
There are about nearly 13,000
wholesalers whose sizes range
from 0-99 employees in Canada.
Convenience stores and vending
machines are available almost
anywhere in Canada.

49. Convenience Store
30%
Vending machine
25% 
Online platform 
45%
Description
 
Convenience stores offer a variety of
consumer goods. Although it cannot
compete on price with markets and
supermarkets, it saves time and
travel for customers.
Vending machine is an automatic
machine which provides goods to
a large range of consumer quickly
just through a few touch 
Providing a wide range of products
which are always ready for
customers to buy without going out
to pick up goods at store 
Pricing
range
Wide range of price but usually
higher than other distribution
channels 
Low-medium Competitive price 
Key players
Circle K: 4 units covering all
provinces in Canada.
Walmart: There are 402 Walmart
retail stores in Canada, 70% of this
number located in densely
populated cities 
Loblaw Company: They have an
overall of 2400 chain stores.
These outlets mainly sell
groceries
Manufacturing/DistributionFacil
ities
Schools, Community Colleges
and Universities 
Hospitals
Shopify
Wix
BigCommerce
49MARKETING MIX PLACE
Distribution channel

50. Advantages Disadvantages 
Convenient: easy and simple process to operate
Wide range of applications around the world
Risk-free: Multifaceted protection for money transfer, safe and
reliable
Influenced less by the fluctuation of exchange rates and the
international market
Are the most appropriate means to move vast quantities of
money and have high limits
Transfer times can be slower than other methods, varying
anywhere from 1-5 business days to a few weeks for the funds
to arrive.
Fees can be high and non-transparent
No uniform standard for charging fees, which depends on
different banks
Require much information to confirm and it may cause
unnecessary steps
PAYMENT METHODS
50
Payment methods of B2B available: letter of credit (LC), documentary credit (DC) and telegraphic
transfer (TT)
As the seller, Betrimex should prefer Telegraphic transfer (TT) because:
For the currency for export sales, it’s recommended to use USD or EUR.

51. Necessary export document
51
Dock and/or warehouse receipts: is designed to provide the exporter with proof of delivery of the
cargo to the international carrier in good condition
Destination control certificates: would be used for certificate validation (when requested from the
server) during the TLS handshake, if and when TLS is used
Shippers’ export declaration: is a document that must accompany International Shipments from
the USA. This document serves as a record of US exports and is used to compile trade statistics
Commercial invoice, bill of lading: is an official contract between the seller and the shipping
company containing details of goods sold, quantity, and the recipient's address
Proof of delivery: is a form of delivery receipt that confirms a consignee has received the correct
goods
Inspection certification: is a document used to signify that shipped goods have been inspected in
order to certify that they conform with the terms stated on the sales contract

52. Lack of experiences and awareness in Canadian market
- considered bungling when the price is set based completely
on the cost of the process and ignores others
- there is no awareness from the Canadian to have any of
their perception for the brand or product
The flexible budget for exporting (which is what Betrimex is
focusing on)
→ as a way of long-term investment and marketing cost
because there may be a loss at first
The objective of expanding Betrimex’s coconut milk market
share so it is necessary to have a competitive pricing strategy
(in this case, those are discounts and promotions for new
customers) to draw consumer’s attention
Based on the 3 main direct competitors: Silk, Vitacoco and Grace, their coconut milk
products price respectively are: 6.2 cent/fl oz; 10 cent/fl oz; 16.8 cent/fl oz. However, it is
Silk who take the largest market share with the lowest price
→ Cocoxim’s coconut milk coffee should fluctuate from 6-6.5 cent/fl oz (include
promotions and discounts)
Competitor-based
52Marketing mix Pricing strategy

53. Get the awareness of consumers → base on the average
amount they purchase (per week/per month) or their
comments for taste to adjust the product (by volume/
number of packs) to fit exactly their need → the higher value
the higher product price
Target to the consumers that proritize healthy products as
well as a way of recharging energy conveniently right in their
office or while in a rush
Average spending habit or the price they willing to spend for
healthy and convenience products: Total health spending in
Canada is expected to reach $331 billion in 2022, or $8,563 per
Canadian (Cihi, 2022)
The total interest of this period can make up for the deficit of the previous period
(operation cost and marketing cost)
53Pricing Adjustment strategy
Consumer-value
based

54. 54MARKETING MIX PROMOTION
Public Relation
Digital marketing
Facebook and Instagram are the most popular social media platforms in Canada (Dixon, 2023)
Purchase fan page accounts with 50,000 followers on each platform.
Execute a brief campaign on both media for two to three months.
Consistently post 1 to 2 posts regarding issues related to busy lifestyles on the Betrimex fan pages and other
pages with the same target customers each week --> Attract the attention
TVC and a challenge might help people appreciate the message and the value Betrimex provides.
Influencer marketing is so successful, Betrimex might team up with certain KOLs who will raise the issue similarly
to Betrimex and become leaders in our struggle (JARRAR et al., 2020).
Sponsorships provide you the opportunity to put what your company stands for into action rather than just
saying it (Using sponsorships to raise brand awareness | Onsight, 2023).
Sponsorship: we want to bring our product from the visual platform to the customer in reality.
We will sponsor business events, educational events, and community events that are relevant to the
environment, education, soft skills like time management, etc.

55. Key metrics KPI Budget
Reach 100,000 - 150,000 $78,750
Engagement rate 70,000 - 100,000 $52,200
TVC Views 100,000 - 150,000 $78,750
Engagements and doing
challenges
100 - 200
55MARKETING MIX PROMOTION
Advertising budget

56. Key metrics Quantity Budget
Purchase fan pages
50,000 followers on both Facebook
and Instagram
$2,288
Corporate with KOL 1-2 KOLs $14,400
Hiring content writers 1-2 posts/week $360
TVC Production 30 seconds - 1 minute $25,000
Sponsor for challenge awards 10 awards $350
Sponsor for events
(Media Support reach around 5,000
+ KPI event about 200)
Corporate events
Education events
Community events
$2,600
56MARKETING MIX PROMOTION
Others
The amount willing to sponsor in each event with a relatively large scale in total is
$254,698, or about 19.3% of the total final price of the product

57. Year 2023 2024 2025 2026 2027
TOTAL SALES
AFTER 5 YEARS
Market size (USD) 81,061,934.67 82,358,925.62 84,269,652.7 85,862,349.13 87,322,009.07
Market share (%) 4% 4.6% 6.8% 7.5% 8.2%
Sales forecast
(USD)
3,242,477.387 3,788,510.579 5,730,336.384 6,439,676.185 7,160,404.744 26,361,405.28
Price/unit for
wholesaler (USD)
0.67 0.69 0.7 0.71 0.73
Units sold 4,839,519 5,490,596 8,186,195 9,069,967 9,808,774
SALES FORECAST
57
The market size is caculated based on the predicted GDP growth of Canada in the period of
2023 to 2027. The forecasted GDP growth of Canada between 2023 to 2027 respectively are:
1.45%, 1.6%, 2.32%, 1.89%, 1.7%

58. Year 2023 2024 2025 2026 2027
Unit sold 4,839,519 5,490,596 8,186,195 9,069,967 9,808,774
Cost/unit (USD) 0.3 0.3 0.3 0.3 0.3
Total cost (USD) 1,451,855.7 1,647,178.8 2,455,858.5 2,720,990.1 2,942,632.2
COST OF GOOD SOLD
58

59. Thank You For Your Attention GROUP 3