SUMMARY
The social services model addressing stress in Vietnam, while currently underutilized, holds significant potential for growth As modern life becomes increasingly hectic, the prevalence of stress is rising, highlighting the urgent need for effective mental health support According to data from the Institute of Mental Health in April 2021, this issue is becoming more critical, emphasizing the importance of developing comprehensive social services to manage stress effectively.
Bach Mai Hospital in Vietnam reports that approximately 30% of the population suffers from mental disorders, with depression affecting 25% of individuals Annually, between 36,000 and 40,000 suicides are attributed to depression, highlighting a significant link to stress In response to this pressing issue, F5 Company launched the "Community Stress Room" service in 2021, positioning it as a unique offering in Vietnam The company aims to target individuals seeking relief from work and life pressures, with a marketing budget exceeding 1 billion VND The goal is to ensure that 80% of the target audience is aware of the service, with 50% actively utilizing it As the inaugural year for this service, promoting the "Stress Community Room" will be a top priority in the 2021 marketing plan.
CONTENT
ANALYSIS OF MARKETING ENVIRONMENT
CHAPTER 2: ANALYSIS OF THE MARKETING
Severe stress can lead individuals to lose control over their emotions, resulting in disruptive behaviors such as shouting, throwing objects, and cursing, which can annoy the community To address these issues, the Government has implemented legal measures, specifically outlined in Article 5 of Decree No 167/2013/ND-CP, aimed at sanctioning administrative violations related to security and social order Additionally, promoting stress management initiatives is essential to mitigate these community disturbances.
A recent survey reveals strong support from both the local government and the community for services aimed at maintaining social order This support is rooted in the belief that such services can significantly decrease disruptions, thereby alleviating the burden on law enforcement As a result, authorities can redirect their focus toward critical issues like drug prevention and human trafficking.
The profitability potential of customers is influenced by their available resources; while some individuals may have high incomes, they might lack sufficient resources, whereas others with middle incomes may not have accumulated resources, such as new employees.
As work pressure and career demands rise, job applicants face significant challenges, particularly among intellectuals and professionals in the economic sector who must continually enhance their skills to maintain and advance their positions This demographic is particularly vulnerable to stress-related health issues, highlighting a critical need for effective stress relief solutions.
A recent study reveals that 52% of individuals in Vietnam experience stress and fatigue, with rates rising to 55% in major cities like Hanoi and Ho Chi Minh City This alarming statistic highlights the prevalence of stress as a significant issue in modern industrial society, stemming from various sources such as work, financial pressures, and family dynamics.
In stressful situations, individuals often experience emotional instability, leading to increased feelings of anger, sadness, or anxiety Rather than maintaining composure and focusing on tasks, they may become impatient and irritable, which can significantly hinder daily work efficiency.
Stress can significantly impair focus and memory, leading individuals to overlook important tasks In an effort to cope with tension, people may exhibit unusual behaviors, including crying, shouting, or resorting to stimulants.
This stress relief service utilizes specific technologies tailored to the type of service offered, rather than relying on a fixed set of equipment We employ only the essential machines needed to meet our customers' needs effectively.
- Soundproof room: Soundproof glass technology, soundproof wall according to Japanese standards
Experience the ultimate relaxation in our massage room, where traditional techniques such as acupuncture, acupressure, and herbal baths are enhanced with modern equipment Our facilities feature pulse motor devices, sauna options—both wet and dry—along with invigorating showers and cold herbal baths Enjoy a comfortable environment equipped with air conditioning, plush beds, and state-of-the-art massage chairs to help relieve fatigue and rejuvenate your body.
- Oxygen chamber: device to filter dirt and bacteria to help fresh air, oxygen generator to enrich oxygen, soundproof device
Experience the ultimate stress relief in our uniquely designed room, featuring advanced soundproofing technology Unleash your frustrations with our innovative dummy sacks, perfect for punches, kicks, and screams Enjoy a comfortable atmosphere with shared bowls and plates of crockery, tailored to match the amount spent by each customer.
13 room where stereo technology is used, the corresponding lighting in each room is the kind of music that matches our mood and service intentions
Our team has developed an innovative anti-stress service aimed at benefiting both individuals and society as a whole This project not only seeks to generate profits but also to provide a valuable resource that fosters mental balance, enhancing productivity in work and study By launching this unique service, we aim to establish a strong connection with our customers, ultimately solidifying our brand's reputation Additionally, by alleviating stress in the community, we hope to reduce conflicts and contribute positively to society while generating revenue for the local budget through taxes and fees.
As society evolves, the pressures of economic competition and academic demands are intensifying, leading to increased stress levels among individuals, particularly students and working professionals Our stress-relief business plan aims to cater to this demographic by providing a supportive environment where they can unwind and engage in enjoyable activities, such as expressing themselves freely and receiving attentive care from our staff By effectively addressing our customers' needs and ensuring their satisfaction, we can foster positive word-of-mouth and reviews, ultimately attracting a larger audience seeking relief from their daily pressures.
2.2.3 The level of competition of competitors in the industry
To effectively analyze the closest competitors, it is essential to identify those targeting similar customers and addressing comparable needs with their services Collecting data on competitors' strategies, goals, strengths, and weaknesses enables the business to gain valuable insights By comprehensively understanding each competitor's approach, the company can pinpoint its nearest rivals and implement informed strategies to enhance its market position.
While there are few direct competitors to VINCOM and BIG C, they lack the professionalism that sets these brands apart We anticipate an increase in the number of stores in the future; however, our key advantage lies in our pioneering expertise in research, development, and innovation within this service sector.
Indirect competitors in the stress relief market include traditional venues like karaoke bars, sports centers, and cinemas While these businesses have their strengths, they often lack the novelty and originality that my unique approach offers, setting my business apart in a crowded marketplace.
_ As a pioneer company in exploring the domestic market, therefore, it has the advantage of the service monopoly is great
_ Little experience, the ability to grasp customer needs may not be sensitive
MARKETING OBJECTIVES
For the service "Stress relief room", the STP model is used to devise a positioning strategy for this service
_ From 18 to 39 years old: A group of people often suffer from pressures in study, work and life
Ho Chi Minh City, as one of Vietnam's largest and most developed urban areas, fosters a competitive and dynamic environment This vibrant city attracts a diverse clientele, including students and professionals, who navigate the pressures of its progressive society.
_ A group of people who think a lot and can't find a place to relieve stress
The company's primary audience includes intellectuals, business professionals, and individuals in the economic sector who are dedicated to continuous improvement and career advancement Given their high susceptibility to stress-related health issues, there is a significant demand for effective stress relief solutions among this demographic.
Long working hours are a common characteristic of many jobs today, often requiring employees to extend beyond the standard 8-hour workday Overtime has become a regular expectation, with workers frequently leaving early or staying late to meet demands.
Many individuals experience limited rest time due to regular overtime, often using weekends to catch up on work instead of engaging in enjoyable activities This relentless work schedule not only leads to a cramped lifestyle but also increases the risk of occupational diseases such as high cholesterol, fatty liver, and digestive issues Additionally, prolonged exposure to computers and air conditioning can result in various eye problems, further exacerbating health concerns.
Maintaining distance from family can be challenging for both single and married individuals Single people often find it difficult to make time for visits, while married individuals may have early mornings that limit their interactions In my experience, I would leave home before my parents were awake and return late at night, already asleep.
The company caters to middle- and high-income customers by providing tailored products and services that align with their specific income levels and needs, ensuring a personalized experience that meets customer requirements.
The stress relief model developed in Japan has proven to be highly effective, yet it remains relatively new in Vietnam, where no other model adequately addresses the growing demand for stress management In today's fast-paced world, the pressures and anxieties associated with work have become increasingly prevalent.
Stress can create a "fertile ground" for various diseases, leading to their rapid proliferation In addition to popular therapies like massage, spa treatments, and yoga, our company's stress relief services now include unique options such as smashing TVs, cups, and plates, providing innovative ways to alleviate stress.
The company proposes to position its new service as "Vietnam's first stress-relieving room service," designed to help customers swiftly eliminate stress and fatigue.
_ Create great popularity for the service
- Increase the level of customer support
- Expanding new distribution channels in other big cities
- Service popularity: 80% of target customers
- Service support level: 75% of the target customers know about the service
ACTIVITIES PLAN
Promote your play center on social media platforms by creating an engaging introductory video for YouTube and Facebook Highlight your unique services, including soundproof rooms, smashing rooms, and massage rooms, to attract potential customers Utilize music clips to enhance the visual appeal and effectively showcase what your play center has to offer.
Create a Facebook platform to share experiences and stories related to stress, including effective stress relief techniques and informative articles about the impacts of stress Engage your audience with humorous photos and jokes while promoting your company's services at competitive prices, fostering a supportive community focused on managing stress together.
- Gift vouchers at schools, office buildings, companies
- Contact clinics and hospitals to donate vouvher
- Organizing a promotion of 20-30% of the first customers will be able to use the service for free First week 10% off service price
- Organize competitions such as fastest ball smasher, frog slayer with the reward of 2 free stress-relief days
- With balloon smashing games, record the gifts inside the smashed balls or draw prizes for the store's gifts
- Hold a talk about stress, its harmful effects, and how to deal with it
- There are service packages for adults such as massage, relaxing sauna at affordable prices
- For regular customers, you can make a vip card to reduce prices for all stress relief services
- 10%-20% promotion during off-peak periods or days of the month like 6/6 or 11/1
- Organize a lucky draw with bills over 100,000 VND
- Contact job centers, universities, and counseling centers to find out which employees are right for your specific requirements
- Flexible hiring form, some full-time, some part-time, shift
STT Property type Unit Area Unit price into money
Estimated design and installation table for the project
Estimation of equipment for the project
STT Device SL Unit price into money first Desktop 5 5,000 25,000
Estimated source of funds for the project
STT Content into money first Land rental capital (1 year) 480,000
Total capital of the project 1.013,156
• Total project investment capital 1,013,156,000 VND
• Payment method: principal + interest each year
Year expected debt at the beginning of the year
Debt payment within the year
Outstanding balance at the end of the year Repayments Interest total
4.3.2.1 Expected sales for the first year
1 billion/year, the remaining investment capital will be recovered in the following 2 years
STT Name of materials Unit quantity for the whole year
+ Investment loan interest payment: 151,251,466 VND
+ Administration expenses: 1% of revenue = 12,000,000 VND
+ Advertising costs: 10% of revenue = 120,000,000 VND
Year 1 Year 2 Year 3 Year 4 Year 5 first Materials 102.606.750 102.606.750 102.606.750 102.606.750 102.606.750
Table of determining annual business operating expenses
Profit and loss forecast table
4.3.3 Analysis of the project's financial performance indicators
The payback period of a project refers to the duration required to recover its initial costs, essentially marking the time until the project begins generating profit.
* Method that does not take into account the time value of money:
Return on investment from net profit:
• Return on investment from net profit and depreciation:
Ti With a fixed asset depreciation rate of 10%/year, the total depreciation:
ASSESSMENT OF MARKETING PLAN & PREVENTION PLAN
5.1.1 How to evaluate the tools used
Digital Marketing/PR of KOL on Facebook,
Evaluate effectiveness by basic criteria such as:
- Views, interactions, access to articles, videos
- The number of likes, comments, shares of videos, review articles, reviews about the services of the business.
- The number of people interested and remember the message that the business conveys on social networking sites
- The number of people who recognize the business's brand through its non-profit community support activities
- Number of people interested in, sharing and participating in events organized by the business.
Sale Promotion - Number of service tickets sold in promotions created by the business
- Number of people knowing about services and brands through sponsorship programs of enterprises
The level of product awareness in the target customer group
Through surveys of target customers and from market reports
(Percentage of customers who will consider using the service when needed)
Service usage rate in the target customer group
Distribution channel coverage Data and information from distribution channel management
This innovative service is largely uncharted territory, with few companies currently offering similar solutions As we embark on this journey, we anticipate facing numerous challenges related to product development, communication strategies, and distribution channels To navigate these obstacles effectively, we have outlined several proactive measures to address potential issues and enhance our operational efficiency.
To effectively understand the needs, characteristics, and desires of our target customer group, it is essential to create surveys that gather valuable data Analyzing this information allows us to develop and design products and services tailored to meet our customers' expectations.
- Constantly innovating and creating more services such as stress relief combos for 2 people or groups of 3 or more people
- Going to learn more new types of entertainment and apply it to our business such as swing room, mini golf, swimming river, food room, yoga class
Providing exceptional customer service is essential for any business At our company, we prioritize customer satisfaction by offering personalized experiences, including congratulatory letters for birthdays and holidays, as well as valuable resources to help clients achieve a better work-life balance.
- Train qualified staff and always give customers a considerate attention Contributing to helping customers regain confidence and joy in life as well as work
- Create unique, curious promotional videos or hire famous people to promote services and brands
- Design articles and videos about the harmful effects of stress on people's daily work
- Strengthen PR activities on sharing the benefits of proper stress relief
- Cooperate with other companies and businesses to promote this service to attract office workers, large and small businesses
- Organize more activities at facilities to increase brand awareness
- Strengthen communication activities for distribution channels
- Promote small establishments at the head office, for example, when customers come to the headquarters to use the service, they will receive a discount combo applied at other establishments
1 LAO DONG newspaper: https://laodong.vn/y-te/benh-tam-than-lien-quan-den- stress-tram-cam-dang-bao-dong-897233.ldo
2 The strength of customer community: https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.brandsvietnam.com%2 F12493-Suc-manh-cua-cong-dong-khach- hang%3Ffbclid%3DIwAR1MR_uBMhkz-
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