CLIENT

DELIVERABLES
TEAM 04
By:

Lecturer: George Nguyen, MA

Team Members:
Nguyen Le Minh Anh - S3823314
Nguyen Kieu Bao Thy - S3891844
Le Huynh Kim Khanh - s3914305
Bui Thi Kim Thuy - s3903720
Duong Ninh Khuong - S3802855

Driving Innovation in Organisations

BUSM4294
 TABLE OF CONTENTS

1 Introduction 4 Project Scope

Findings &
2 Design Challenges 5 Recommendations

3 6
Experiment Reference &
Strategy Appendix
 Executive BUSINESS ISSUE
Challenges in B2C Expansion
Summary

HYPOTHESIS 1 HYPOTHESIS 2
HYPOTHESIS 3
Tutorial cooking videos on Facebook will help the loyalty program with a rewarding system
Customized box will highly appeal to
drive brand awareness and customer would increase the retention rate of
MeatWorks target customers at HCM city.
engagement by 25%. customers in HCMC by 15%.

RECOMMENDATION 1
Featuring Influencers in the social media RECOMMENDATION 2 RECOMMENDATION3
contents. Modify our loyalty scheme. Further pilot testing on the box set idea.
Tailor exclusive promotional messages in the Further testing our new scheme. Add complementary services.
social content.
Improve the quality of images and sounds.
Conduct further pilot testing on the
hypothesis.
DATA & FINDINGS 3
DATA & FINDINGS 2 73% respondents love this customize box
DATA & FINDINGS 1 64% considered the program appealing. idea.
91.3% say they would buy groceries online for Secondary research shows that most 43% and 38% of respondents confirm that
home cooking. rivals conduct membership/loyalty Quality and Price are their utmost
63.3% and 50% said promotional material and programs and retain customers well. priorities when choosing our combo
Influencers should be in the video to boost its boxes.
appeal.
 Business Introduction
About Product Current status

Specialized in Australian imported beef and Seven locations: six in Ho Chi Minh City, including
lamb along with locally sourced chicken and wholesale distribution places and one on Phu Quoc
pork (Meatworks n.d). Island (Meatworks n.d).
Additional condiments: butter, sauce and Present on social media (Facebook only), website and
spices (Meatworks n.d) e-commerce sites.

Vision
Mission
Expanding their market to the Central and Northern
Elevating culinary experiences in Vietnam with a Vietnam, especially high developed cities such as
commitment to superior quality, ethical Hanoi & Da Nang.
sourcing, and a diverse selection of premium
Focusing on Business to Customer channel to
meats.
facilitate expansion.

Innovation opportunities
Newly established brand in the market, threatened by fierce
competition in the F&B market.
Threats from changing consumer demand, arisen technologies in the
industry and other environmental factors.
 Meet our Team

Thuy Bui Khanh Le Anh Nguyen Khuong Duong Thy Nguyen

Client Liaison/ Research/ Marketing/ Social Media CRM Specialist/ Art Director/
Project Leader Strategist Specialist Data Analyst UX/UI Designer
Experience working as an Experience working as Experience working as Experience in Marketing and Experience in Content
Account Executive at a accounting at a business in Marketing Specialist at a Operation in the Real Estate Creation and Visual
Marketing Agency in HCMC. Vinh Long city. restaurant in HCMC. sector. Development club projects.

Specialization: Specialization: Specialization:

Specialization: Specialization:
Experience in F&B Business development. Creative/ Art direction.
Project management, Business development
industry, especially meat Market research. Graphic design
project coordination. Market research,
products. Data analytics. Filming & Video editing.
Client liaison. experience in field
Influencer marketing research. Social media Customer Relationship
solutions. Data analyst management & content Management.
creator.
 Business Problem
BUSINESS GROWTH GOAL ROOT CAUSES

Expansion to the North and Central Lack of deep understanding of customers

The most important business goal of MeatWorks Low brand awareness and ineffective marketing efforts
is to expand its presence to the North and stems from insufficient in-depth intelligence about
Central mega cities of Vietnam. consumers’ behaviour. This makes the brand message
and values sound irrelevant to the target customers.

CURRENT STATE

THE GAP
Low brand awareness Lack of Customer Trust
Amidst a fierce competitive market with low
Being a new brand with low awareness, customer
differentiation among players (Appendix 4),
trust is also moderate. They may be loyal to another
MeatWorks has yet to stand a solid position.
brand and hesitate to switch to MeatWorks unless it
Challenge in maintain sales margin can showcase its premium quality and authenticity.

Inefficient revenue streams while cost structures

are getting more complicated affects the sales
margin, hindering expansion to the North.
 How Might We change the way Meatworks attract the attention

Design For the new customers in the target segment (Appendix 2 & 4)

Challenge So that they will take action to explore about the brand and start trying
out its products.

Hypothesis Statements
HYPOTHESIS 1 HYPOTHESIS 2 HYPOTHESIS 3

Social Media Content Loyalty Program Customized Box Set

We propose a series of short videos We propose a Loyalty Program in We propose a Special Occasion
showcasing cooking recipes with which customers can get monetary boxset comprises of necessary
MeatWorks products and condiments, benefit from purchasing multiple ingredients for a festive home-made
guiding the Customers to make fresh times at MeatWorks. dinner.
meals at their home.
This Hypothesis aims to attract the This Hypothesis also aims to attract
This Hypothesis aims to change the attention of the new target customers the attention of the new customers
way MeatWorks attract attention of and retain the current customers. and convince them to try
the new customers on social media. MeatWorks products.
 Experiment Strategy
Experiment Selection

HYPOTHESIS 1 HYPOTHESIS 2 HYPOTHESIS 3

Uncertainty: Uncertainty: Uncertainty:

MeatWorks has not published MeatWorks has yet to sell the

MeatWorks already has their
similar content before but the products in combo but other
own database of past customers
competitors have. We know that players in the industry have been
and know their loyalty levels.
the audience like those content. doing so and the customers love it.

Cost: Cost: Cost:

Producing a piece of content for Labour to collect data. Cost to design product mock-up.
Constraints
testing.
Urgency:
Urgency: Urgency:
Medium urgency. We plan to launch
Medium urgency. Needs
Low urgency. Always-on content this product before Valentine Day as
introducing at the start of a new
can be posted at anytime. a seasonal campaign.
year.

Risks: Risks: Risks:

Test by public post on MeatWorks Fanpage requires approval from the Client and poses high risks.
 Experiment Strategy
HYPOTHESIS 1 HYPOTHESIS 2 HYPOTHESIS 3

Type of Hypothesis: Desirability.

Type
Nature: Discovering. Nature: Validation.

Mockups of ideated products were provided in the surveys for respondents to

visualize and better judge our ideas.
Prototyping
Data The survey was designed in a convenient manner and short text answers enabling us
Collecting to gain deeper understanding.
Methods Customer
Interviews/ Surveys Monetary incentives (shopping vouchers) are provided to motivate survey takers to
participate and give us quality response.

Age: 18 - 40, Male and Female

Friends and colleagues (matching MeatWorks’ target
Occupation: University students, skilled workers,
Focus customer segment).
living in HCMC
Group Rationale for choosing this group??
Behaviour: busy lifestyle, living alone, taking care of
themselves and their family.

Platform: Google Form to conduct survey. The response can be collected

Measuring
Data Dashboard promptly and data are visualized with charts and graphs, enabling us to grasp
Methods
the patterns and insights.
TEST CARD 1
Step 1: Hypothesis
We belive that tutorial cooking videos on Facebook will help drive brand
awareness and customer engagement by 25%. In-scope
Critical:
Producing a short cooking video in the format of
Step 2: Test a social media content.
To verify that, we will produce a short cooking tutorial video and post
them on Facebook to see how current followers will react to them. Include the video sample in an online survey to
Data ask people for their opinion.
Test Cost: Reliability:
Ask people to give their suggestions on how we
Step 3: Metric can improve the content to better appeal to
them.
And measure the number of engagements (likes, shares, comments) to
the post and the channel’s follower growth.

Step 4: Criteria

We are alright if we can achieve an engagement rate increase of at

least 25% and a follower growth of 15% on our social media channels.
 Out-scope

Post the sample video on MeatWorks official Facebook

page, due to risks of violating brand images.

Push ads on this post for it to reach wider audience to see

if it can attract new followers (potential customers) to
MeatWorks’ page.

Use Meta Business Suite to measure how many new

followers gained from the content piece as well as how
the present customers are reacting to the new content.

Figure 1. A tutorial cooking video posted on

Meatworks Facebook
LEARN CARD 1 Step 3: Insights and Learnings
BEHAVIOUR:
Step 1: Hypothesis High engagement with social media among our target
We belive that tutorial cooking videos on Facebook will help drive segment.
brand awareness and customer engagement by 25%. Strong interest in cooking at home.
They usually use online channels for grocery shopping.
Step 2: Observation
SOCIAL MEDIA:
We observe that: The sample content should be improved to better capture the
BEHAVIOUR: audience's attention and prompt interaction.
46.7% respondents use social media more than 4 hours/ day.
91.3% respondents give “yes” answer when being asked if they
are interested in shopping grocery online for cooking at home. RECOMMENDATION
SOCIAL MEDIA:
Featuring Influencers in the social media contents to
56.5% respondents found the content interesting when it
enhance brand awareness.
appeared on their newsfeed while 39.1% find the it incaptivating.
63.3% and 50% suggest that including promotional information Tailor exclusive promotional messages in the social
and featuring Influencers in the video will improve the content’s content to quickly capture audience’s attention.
appeal.
Improve the quality of images and sounds.

Step 4: Decisions Conduct further testing on the hypothesis to mitigate

The hypothesis is validated. Proceed to the next step. uncertainty regarding content’s appealingness.
TEST CARD 1.1 Hoshi Phan
Followers: 6,500,000

Step 1: Hypothesis He is among the most

influential chefs - content
We believe that collaborating with well-known food content creator creators among Vietnamese
Hoshi Phan for our cooking tutorial videos on Facebook will increase the GenZ and Millennials these
engagement rate by 20%. days.

Step 2: Test
To verify this, we will upload a sample video featuring Hoshi Phan on
MeatWorks Facebook page or include it in a customer survey. In the video, an
attractive promotional message is called out by the Influencer.

Step 3: Metric
We will measure:
The increase in engagement rate on the content post and click on the
links to explore MeatWorks products and promotional programs.
The number of survey takers give positive reactions to the sample
content and click on the links to explore more. HOSHIPHAN250
Voucher discount of
250k for orders over
2.5 million

Step 4: Criteria
We are right if the content post on Facebook engagement rate increased Figure 2. Demo video content featuring Hoshi Phan calling out
MeatWorks exclusive promotion deals.
by 20% and at least 15% of survey takers click on links to our website.
 In-scope
Test Card 2
Create a poster/ flyer with detailed scheme of
the membership program.
Step 1: Hypothesis
We belive that the loyalty program with a rewarding system would
Attach the poster in the online survey to ask
increase the retention rate of customers in HCMC by 15%.
people for their opinion on the scheme’s
attractiveness.
Step 2: Test
To verify that, we will create poster with a detailed loyalty scheme
Short interview questions to let people give
about the program to be provided in an online customer survey to ask
suggestions on idea that best match their
people for their opinions.
preference.

Step 3: Metric
And measure the ratio of survey respondents giving positive feedback
over negative one towards our loyalty program.

Step 4: Criteria
We are alright if more than 70% of respondents say “yes” to our
loyalty program scheme.
 Out-scope
Create a landing page (Figure 2) of detailed membership
scheme with a call-to-action button.

Create a Facebook post announcing the loyalty program

(Figure 3) with a link leading to the landing page.

Measure the attractiveness of the program with the quantity of

actions taken on the landing page: link clicks (Click-through
rate), button clicks (Conversion rate), how long they stay on Figure 3. The Landing
the page (Visit duration) and Bounce rate by SEO audit tool page to test the idea of
Loyalty Program.
(Figure 4).

Figure 4. A tutorial
cooking video posted on
Figure 4. A SEO audit tool to measure customers’ interaction with the landing page. Meatworks Facebook
Learn Card 2 RECOMMENDATION
Step 1: Hypothesis Modify our loyalty scheme to better appeal to the
We believe that the loyalty program will attract current the target customer segment.
propect customer’s attention also helps retain customers.
Further testing our new scheme to validate the
hypothesis before launching.
Step 2: Observation
We observed that:
64% of respondents found the program is attractive.
On secondary research, we find the majority of competitors COMPETITORS REVIEW
also run membership/loyalty programs and achieved a
good customer engagement and retention rate.

Step 3: Learnings & Insights Figure 5. An Nam

Gourmet Loyalty
We learn that the target customers of MeatWorks are Program.
interested in a incentive-driven loyalty program. However, our
reward scheme is yet compelling enough to encourage them
sign up to the program. An Nam Gourmet awarded customers with loyalty points if
they bring wasted bottles to its store for recycling. The points
Step 4: Decisions can be redeemed to vouchers to purchase goods.
The program receives positive reactions from their
The hypothesis is validated. Proceed to the next steps.
customers who value sustainability.
 REVISED LOYALTY SCHEME
TEST CARD 2.1
Rather than reward points on annual spending, we count
monthly spending to relieve price sensitivity among Step 1: Hypothesis
customers.
We believe that the new loyalty scheme that takes into account
Introduce a “battery recycling” activity to reward extra points
the environmental benefits and monthly spending counting
to motivate environment-oriented customers.
scheme will enhance the effectiveness of the membership
program in attracting new customers and retain current
customers.

Step 2: Test
Conduct a survey on the new loyalty scheme to test customers’
reactions towards the scheme’s attractiveness. Ask people to
leave their emails to receive further information about the
program.

Step 3: Metric
Measure the proportion of positive responses and actions
taken on at least 30 people within the target customer segment.

Step 4: Criteria
We are alright if more than 70% of survey takers giving us a
positive responses and more than 50% leave their email
address to register for the new products.
TEST CARD 3 In-scope
Create a mockup of the combo product
Step 1: Hypothesis Critical: featuring the detailed components.

We belive that Customized box will highly appeal to MeatWorks target Showcase the mockup image in an online survey
customers at HCM city. form to ask for customers’ opinions towards the
Data product design.
Test Cost: Reliability:
Step 2: Test

To verify that, we will conduct a survey on

30 people (age 25-40) who live in Phu My
Out-scope
Hung to know their opinion about our Setting a price scheme and detailed delivery
customization box idea. policy to test the customers’ preference.

Design a mockup box packaging.

Step 3: Metric
Public the mockup box on MeatWorks Facebook
And measure the proportion of positive
with ads pushing so it could reach wider
responses.
audience and we could test the idea on a larger
sample size.
Step 4: Criteria
We are alright if more than 60% of survey
takers giving us a positive responses. Figure 6. Customer Survey using Google Form about the
new product.
LEARN CARD 3
Step 1: Hypothesis
We belive that Customized box will highly appeal to Meatworks target
customers at HCM city.
Recommendation
Step 2: Observation
We observe that: Further pilot testing on the box set idea to
fully guarantee the feasibility-desirability
73% respondents love this customize box idea.
before launching.
43% and 38% of respondents confirm that Quality and Price are
their utmost priorities when choosing our combo boxes. Add complementary services: re-usable
packaging and sell with complementary
Step 3: Learnings and Insights products at affordable prices to see if it

From that we learned that the target customer segment is helps reduce the price-quality sensitivity of

attracted to the idea of special occasion box. However, concerns customers.

towards Price and Quality may demotivate their purchase intention.

Step 4: Decisions and Actions

Therefore, our hypothesis is validated. We will proceed to the next
step.
TEST CARD 3.1
Step 1: Hypothesis
This Valentine, we believe that a re-usable packaging design and a
flexibility for customers to customize their box with Chocolate
products from a partner brand at a reasonable price will help
reduce the price-quality sensitivity among the target segment.
Price: 2,150,000/ 2 pax

Step 2: Test
To verify that, we will introduce a mockup design of a re-usable
box packaging and a list of complementary products from a
partner brand (Figure 6) in a customer survey.

Step 3: Metric
And measure the proportion of positive responses and actions
taken on at least 30 people within the target customer segment.

Step 4: Criteria Maison Marou The Cocoa Project

We are alright if more than 70% of survey takers giving us a positive + 300,000 - 500,000 VND + 200,000 - 500,000 VND
responses and more than 50% leave their email address to
register for the new products. Figure 7. Vietnam-origin well-known premium confectionery brands
specialized in Chocolate.
 Project Retrospective
STRENGTHS

Data collecting method: save cost, time and efforts. Do more customer surveys to gain
Data are promptly analysed and visualized. quick insights without heavy cost.

LIMITATIONS
Data collecting method: due to Stakeholders’
concerns, conducting online customer survey Combine multiple testing
restricted the number of survey takers and Rely on only methods and utilize social
resulted in small sample size and lack of diversity survey media advertising to reach
of survey takers’ background. wider audience

Data reliability: Survey takers tend to give

positive answers to “Yes” or “No” questions Stop Ask people to take
(DeFranzo n.d), which may mislead our measuring actions and measure the
interpretation of data and affect learnings. “Yes” & “No” number of actions.
 Implementation Strategy
HYPOTHESIS 1 HYPOTHESIS 2 HYPOTHESIS 3

Produce video content featuring

Design a poster with the revised Design a mockup of re-usable box.
Hoshi Phan and exclusive
loyalty program. PIC: UX - UI Designer, Project
promotional deals.
PIC: CRM Specialist. Leader
PIC: Social Media Specialist
JAN - 2024

Prototyping
KOL content production: $2,500 Poster Design: $100 Mock-up box design: $1,150

Customer Interviews/ PIC: CRM Specialist, PIC: Social Media

Social Media Posts
Surveys Market Researcher Specialist

Data Collect Survey Platform: $100 | Survey Incentives: $500 Platform fees + Ads: $2,000 | Staff salary: $2,500

PIC: Strategist, CRM

Data Visualisation PIC: Data Analyst Learnings forming
Specialist
FEB - 2024

Learning Tools for data visualisation and analysis: included in Platform fees | Staff salary: $2,500

Work with Stakeholders to launch the products. Wrap up

Monitor performance for optimisation.
and conduct project retrospective.
PIC: Strategist, CRM Specialist.
PIC: Project Leader.
Launching

Total Project Budget: $11,350

THANK FOR
YOUR ATTENTION!
Presentations are tools that can be used as
lectures, speeches, reports, and more. It is
 REFERENCE
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APPENDIX
TABLE OF CONTENTS
Appendix No. Contents

Appendix 1 Industry and Market Overview

Appendix 2 Canvases

Appendix 3 Test Instruments

Appendix 4 Evidence of Primary Data Collection

Appendix 5 ABC

Appendix 6 ABC
 High-end (Price)
Market Size

87,74 billion USD

(Statista 2023.

Premium

MARKET
(Quality)
9.07 billion USD Standard

OVERVIEW
(Statista 2023). (Quality)

1,49 billion USD

Economy (Price)
(Vietnam net
2023).
Figure 7. Positioning map of Meatworks in relative to
Figure 6. Market size estimation of Boutique
market leaders.
private gyms

Direct competitors: Foodsource, Goodfood, Indoguna, PFV.

Indirect Competitors: vegan restaurants, confectionary brands.

 CUSTOMER SEGMENTATION & PERSONA Fitzone

Customer Persona Demographics Psychographics Economic Sociological

NGUYEN UYEN BAO ANH

Age: 35 Income: Middle
Lifestyle: Health-
Location: Binh Thanh District, HCMC to high income
Age: Typically conscious,
Occupation: Office worker (20-50 million
20-40 years old. Athletics.
Marital Status: Married with kids. VND).
Gender: Male Values: Work-life
Spending Office worker
and female. balance, Experience
Pain points: habits: price- with busy work
seeking, Society- schedule.
She has difficulty finding high-quality, hormone-free meat products for sensitivity due to
Location: HCM oriented.
cooking her family meals. economic
city, especially
depression and
Thao Dien and Preferences:
Concerns about the origin of the meats she consumes. fear of being
PMH. Organic food,
laid-off (BMI
Vegan.
2023).
Goals:
Looking for high-quality services at an affordable cost?
She expects to get high-quality service, including top-tier equipment and Attitudinal Factors Behavioral
immaculate hygiene that is worth her membership fee.

She prioritize solitude as well as a setting conducive to concentrated and Motivated to cook for relatives with
Digital native: spend a lot of time
productive training. This means avoiding overcrowding, especially during the best quality food.
rush hours, to optimize the advantages of customer's workout. everyday on social media,
especially Facebook (Kemp 2023).
Interested in culinary trends and
incorporating them into cooking.
 Appendix 1.
Customer Profile
Value Proposition Vietnamese Millennial (aged 25 - 40), living in mega cities
Middle to high income (above 30M VND monthly)

PAIN RELIEVERS PAIN

Ensuring meat is antibiotic and Difficulty in finding organic and safe meat.
hormone-free.
Offering convenience through both Uncertainty about the quality and origin of meat.
online shopping and f2f stores. Difficulty in finding a place with a variety of JTBD
PRODUCTS Offering high-quality & transparent
origin meat that complies with both
meat line at a reasonable price.
Get nutrition & energy
Premium quality, free-range personal health standards. Busy lifestyle and limitation in cooking Get fit and build shape body
Australian beef and lamb. skills ==> choose to eat out instead of
Locally sourced poultry and buying raw meat and cook at home. Hang out & spend time with
pork. friends family with good food.
Fresh, chilled meat products.
Both retail and wholesale GAIN Meat lovers who feel happy when
options. enjoying good meat.
Seven convenient locations.
GAIN CREATORS Busy lifestyle and limitation in
cooking skills ==> choose to eat
out instead of buying raw meat Feel aligned & relevance to
Enhancing the flavor and quality of meals,
and cook at home. their high-class lifestyle by
whether at home. consuming and serving their
Supporting health-conscious lifestyles with family premium meat.
responsibly sourced products.
Saving time for customers through efficient
service and product availability
Appendix 2.

BUSINESS MODEL CANVAS Designed For: Designed By: Date: Version:

KEY KEY VALUE CUSTOMER CUSTOMER

PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIP SEGMENTS

Processing, retailing Options to choose: a diverse range

and wholesaling of Closed relationship with the
of products (import meat, domestic
predominantly local community in Thao Segment 1: Vietnamese Middle
Australian Beef & farm produce, complementary such Dien & PMH. and Upper Middle Class.
Suppliers: Lamb and locally as cheese and wine) ==> Highly Existing CRM database to Age: 25 - 40 (Millennial)
Australian: sourced Pork & convenient. Meatworks plays a one- manage relationships with Income: middle to high
Chicken. current customers. Location: near Thao Dien and
AUSCOBE, JOSDALE, stop shop for cuisine lovers.
Marketing activities.
RED GUM CREEK, PMH suburbs.
JIMBA PREMIUM Psychology: find details in
Quality & Authentic: premium
LAB, HUON KEY Appendix 4.
(Meatwork n.d).
quality meat imported from Australia CHANNELS
RESOURCES and gone through a strictly
Domestic: CP Segment 2: Expatriates
monitored internal process. Price is Age: 25 and above
competitive. Offline POS is preferred by Income: High
Meat suppliers. customers. Location: near Thao Dien and
Freezing systems. Sustainability (green), Supporting channels: social PMH suburbs.
media, tele-sale, online via Psychology: find details in
Customization & Lifestyle are
website, mobile app. Appendix 4.
excluded areas ==> can be explored
Partnered e-com sites
further for innovation opportunities.

COST STRUCTURE REVENUE STREAM

Marketing and Advertising budget.

Employees salary. Main stream: revenue from meat selling.
Location Rent paid Sub stream: revenue from complementary products (condiments,
Equipment and facilities. sauce, cheese, etc)
Cost of purchasing meat from suppliers
Context Canvas
Wealthy consumers: Changes in Food import Skeptical spending Competitors heavily
Millennial Vietnamese law. patterns due to post focuses on supplying
enter the middle class pandemic recovery instead of B2C
(Delteil et al 2021). Regulations toward food (P.Minh 2023). (Saigontimes, 2023).
hygiene.
Food Enthusiasts and Economic crisis and Big competitors from
Culinary professionals. Humanitarian policy fear of being laid off domestic and
(Charles 2021). also affects the international.
Mid-size urban spending behavior (P.
residents also spend Minh, 2023)
more to increase living
standard (Delteil 2021).

3D Printing Meating and Lab grown Prefer sustainable options Disruption of supply chain (WTO,
meat threatens to replace the Current trend of preferring 2023)
traditional grown meat as consumers organic food.
raising demand for humanity (SavorEat Health-conscious and fitness
driven (Fidelio, 2023)
2022)
 Problem Statement

Unappealing Low brand awareness

Customers do
not find the
brand relevant to Weak
their wans and differentiations to
needs the competitors
LACK OF CUSTOMER
UNDERSTANDING AND CHALLENGES
APPROPRIATE METHODS IN B2C
TO APPROACH AND EXPANSION
Weak
ATTRACT THEM
communication of
Brand values are brand values
not persuasive
enough
Lack of customer trust
Data Collecting Method

Access Link:
https://docs.google.com/forms/d/e/1FAIp
QLSes_6XPfVL393ULvmpvGiTap6lyCmz2
weBUt2b8donokjgwSQ/viewform?
usp=sf_link
 How long have you been used social media for a What do you think about the content below if this
day? piece of content appears on your newsfeed?
1-2 hours/day 2-4 hours/day
Normal, don't care too much
>4 hours/day
Interesting Not interesting

Appendix 6: 1-2 hours/day

31.5%
Not interesting
4.4%

Survey Results >4 hours/day

Normal, don't care too much
39.1%
46.7%

Interesting
56.5%
2-4 hours/day
21.8%

Are you interested in shopping for fresh food

through online channels to cook at home? If you find it uninteresting, do you have any suggestions for us to
Yes No
No improve the above content?
8.7%

More promotion information 14 (63.3%)

More information and details to buy products 6 (27.3%)

Improving the quality of images and musics in videos 4 (18.2%)

Collaborating with influencers 11 (50%)

Yes 0 2 4 6 8 10 12 14
91.3%
 NO, I am not interest in this progr…
YES, I love it.
NO, I am not interest in this program
What are your thoughts on 27%

creating a gift package for Tet

and Valentine's Day where
customers can choose one type
of meat and its accompanying
ingredients? Are you drawn to
this program?

YES, I love it.

73%

For this gift box product, which elements are you most interested
in:

Quality 43.2%

Price - Is buying a combo cheaper than buying each ingredient individually?

37.8%

Box packaging design 10.8%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%